A product feed is a XML file, openly accessible through the internet, that's laid out in a standardised way and contains all of a retailer's products: their name, description, images, SKU, price, brand, availability, and so on. The product feed contains everything you need to know about a product in order to include it in email send-outs, or in flows for product recommendation, abandoned cart and abandoned browse.

Example of a product feed

This example is for a fictional Danish store with a single product:

<rss xmlns:g="http://base.google.com/ns/1.0">
   <channel>
      <title>ExampleShop.dk - Example</title>
      <link>https://www.ExampleShop.dk</link>
      <description />
      <item>
         <title>Taljebælte til line Showmaster®</title>
         <link>https://www.ExampleShop.dk/hund/aktivering-traening/traening/taljebaelte-til-line</link>
         <description>Taljebælte med indbygget forlængelse, som dæmper ryk fra din hund. Benstropper forhindrer, at bæltet kryber op over hofterne. Justerbart mellem 75 - 130 cm.</description>
         <g:id>041213-10-00000</g:id>
         <g:product_type>Hund > Aktivering & Træning</g:product_type>
         <g:brand>Showmaster®</g:brand>
         <g:image_link>https://www.ExampleShop.dk/pub_images/large/041213-10-00000_1.jpg?timestamp=1618572964</g:image_link>
         <g:condition>new</g:condition>
         <g:availability>in stock</g:availability>
         <g:price>199.00 DKK</g:price>
         <g:gtin>7315470000683</g:gtin>
         <g:mpn />
         <g:item_group_id>20381</g:item_group_id>
         <g:google_product_category />
         <g:identifier_exists>TRUE</g:identifier_exists>
         <g:color>Sort</g:color>
         <g:shipping>
            <g:country>DK</g:country>
            <g:service>Standard</g:service>
            <g:price>0.00 DKK</g:price>
         </g:shipping>
         <g:additional_image_link>https://www.ExampleShop.dk/pub_images/large/041213-10-00000_2.jpg?timestamp=1618572965</g:additional_image_link>
         <g:custom_label_0>281</g:custom_label_0>
      </item>
   </channel>
</rss>

Working with product feeds

Product feeds must be in a standard XML format, such as the Google Merchant Center feed format (which is what Voyado recommends) and must be directly accessible through an open URL. The URL for your product feed is then entered into the Engage back-end by your Voyado team. 

Engage will then download your product feed or feeds at predefined intervals and use them to populate email content data. Since, for example, an end-user's receipt often contains only the unique ID (the gtin) of an item, this can be matched to the data in the product feed (in a process called enrichment) and all this extra product information can be used.

Using an external product feed allows product information to be updated as needed and also keeps the information on receipts as small as possible (you just have to specify their unique ID).

Multiple product feeds

If you have different markets, a feed will need to be configured for each one (only applicable for the purpose of e-mail content population). Maybe you have markets using different languages, and so you will need a feed for each language. Or maybe there are regional variations in the products themselves, requiring a different product feed for each region.

When working with marketing groups, for example, you'll need to specify a product feed for each one. Making sure the product feeds are set up is part of the process of setting up marketing groups.

See here for more on marketing groups.

Product feeds in email modules

A product feed allows you add enriched product information to your email sendouts. Learn more about dynamic content here. 

Article last reviewed 04 September 2025 11:17