[{"ID":36037,"post_author":"41","post_date":"2021-08-03 10:57:18","post_date_gmt":"2021-08-03 17:57:18","post_content":"<p>Whether your brand uses storyboards, the design thinking process or intuition to build out its customer lifecycle map, that process is only valuable to your marketing and sales teams. After all, no customer ever thinks to themselves that they\u2019re in the \u201cawareness\u201d stage of a brand-centric journey.<\/p>\r\n<p>In this white paper, we\u2019re going to explain how you can break out of this thinking pattern and build a customer journey that engages and retains your customers for life.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The four steps to creating a customer journey<\/li>\r\n\t<li>The difference between a lifecycle map and a journey map<\/li>\r\n\t<li>How to integrate the customer journey with your lifecycle map<\/li>\r\n<\/ul>","post_title":"Personalisation Playbook: Lifecycle Mapping","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalisation-playbook-lifecycle-mapping","to_ping":"","pinged":"","post_modified":"2021-10-12 13:26:15","post_modified_gmt":"2021-10-12 20:26:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=36037","menu_order":8,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 03, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/whitepaper\/personalisation-playbook-lifecycle-mapping\/"},{"ID":36047,"post_author":"41","post_date":"2021-08-03 10:57:18","post_date_gmt":"2021-08-03 17:57:18","post_content":"<p><span style=\"font-weight: 400;\">In the first research study of its kind, we immersed ourselves in the mobile customer journeys of 30 companies across six industries to see how they incorporate mobile user behaviour into their cross-channel campaigns.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Looking at four key mobile marketing channels \u2013 push notifications, SMS, in-app and the mobile inbox \u2013 we have identified how these channels are utilised for a better customer experience and which trends are most common.<\/span><\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<p><strong>Data silos still exist.<\/strong><\/p>\r\n<ul>\r\n\t<li>Mobile data is not being incorporated into email campaigns \u2013 and vice versa.<\/li>\r\n\t<li>Despite having downloaded the app, almost a quarter of companies studied (23%) included a \u201cdownload the app\u201d prompt in their email campaigns and only 20% of companies had a cart or browse abandonment campaign.<\/li>\r\n<\/ul>\r\n<p><strong>Cross-channel balance is key.<\/strong><\/p>\r\n<ul>\r\n\t<li>The overall messaging breakdown showed a balance between mobile and email messages, with 53% of all messages coming via mobile channels.<\/li>\r\n\t<li>However, over 50% of brands in the study sent fewer than ten emails, indicating mobile behaviour is not integrated into email campaigns.<\/li>\r\n<\/ul>\r\n<p><strong>Push is the preferred mobile channel.<\/strong><\/p>\r\n<ul>\r\n\t<li>Of the 30 brands in the study, 70% sent at least one push notification, with an average of 8.4 push messages sent over the three weeks.<\/li>\r\n\t<li>One third (30%) of brands in the study did not send any push notifications at all, indicating a potential missed opportunity for brands to engage with mobile users.<\/li>\r\n<\/ul>\r\n<p><strong>SMS is the most underutilised channel.<\/strong><\/p>\r\n<ul>\r\n\t<li>Despite texting\u2019s integral role in consumers\u2019 daily mobile usage, only 8% of all mobile messages sent were SMS, and 80% of companies did not deploy SMS messages at all.<\/li>\r\n<\/ul>","post_title":"The Inside Look at Mobile Marketing: An Iterable User Engagement Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"user-engagement-report-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-10-12 13:24:54","post_modified_gmt":"2021-10-12 20:24:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=36047","menu_order":14,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 03, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/en-GB\/whitepaper\/user-engagement-report-mobile-marketing\/"},{"ID":36041,"post_author":"41","post_date":"2021-08-03 10:57:17","post_date_gmt":"2021-08-03 17:57:17","post_content":"<p>Inside our personalisation playbook on user segmentation, we expose the flaws of over-reliance on traditional segmentation strategies and present a four-step execution strategy for building a perfect audience for every campaign.<\/p>\r\n<p>We highlight real-life examples and applications from innovative brands and share a self-assessment for marketers to document the strategic details of their brand's segmentation approach.<\/p>\r\n<p><strong>Walk away with understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why B2C brands should rethink traditional segmentation strategies<\/li>\r\n\t<li>The four steps marketers need to build their brand\u2019s perfect audience<\/li>\r\n\t<li>How to self-assess your segmentation capabilities to support your marketing goals<\/li>\r\n<\/ul>","post_title":"Personalisation Playbook: User Segmentation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalisation-playbook-user-segmentation","to_ping":"","pinged":"","post_modified":"2021-10-12 13:26:47","post_modified_gmt":"2021-10-12 20:26:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=36041","menu_order":7,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 03, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"500\" height=\"333\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_600x400-e1600210497596.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" \/>","url":"https:\/\/iterable.com\/en-GB\/whitepaper\/personalisation-playbook-user-segmentation\/"},{"ID":36120,"post_author":"97","post_date":"2021-08-03 10:57:16","post_date_gmt":"2021-08-03 17:57:16","post_content":"<p>When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalisation we didn\u2019t know was possible.<\/p>\r\n<p>Now it\u2019s on all brands to live up to these high standards. Though it\u2019s challenging, there\u2019s hope \u2013 83% of consumers will share their data in return for more personalised experiences.<\/p>\r\n<p>This guide explains how to personalise email and cross-channel campaigns that deliver hyper-relevant content at the perfect moment for each customer.<\/p>\r\n<p><strong>Download this guide to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Master the three distinct levels of personalisation maturity<\/li>\r\n\t<li>Create dynamic content with user and event data, data feeds and metadata<\/li>\r\n\t<li>Learn how top brands are building individualised recommendations<\/li>\r\n<\/ul>","post_title":"The Guide to Marketing Maturity: Three Levels of Personalisation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"3-levels-of-personalisation","to_ping":"","pinged":"","post_modified":"2021-10-12 13:27:41","post_modified_gmt":"2021-10-12 20:27:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=36120","menu_order":1,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 03, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/whitepaper\/3-levels-of-personalisation\/"},{"ID":36109,"post_author":"97","post_date":"2021-08-03 10:57:16","post_date_gmt":"2021-08-03 17:57:16","post_content":"<p><span style=\"font-weight: 400;\">The customer experience is something that has drastically changed over the years, with possibly no event as significant as the pandemic. In this guide, readers will better understand how the customer experience has reached a strategic inflection point and what is required of brands to take advantage of this pivotal moment in time.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Using Robert Cialdini\u2019s framework of psychological influence, the guide dives into six principles every brand needs to include in their marketing to develop stronger connections with their customers. In doing so, the customer experience becomes more personalised and empathetic.<\/span><\/p>\r\n<p><b>What you'll learn:<\/b><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What is a strategic inflection point and why does it matter?<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The six principles needed for building a memorable customer experience<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Four questions to self-assess your brand\u2019s customer experience<\/span><\/li>\r\n<\/ul>","post_title":"The Six Principles of Building a Memorable Customer Experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"six-principles-of-building-a-memorable-customer-experience","to_ping":"","pinged":"","post_modified":"2021-10-12 13:28:42","post_modified_gmt":"2021-10-12 20:28:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=36109","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 03, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"729\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1.png 729w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1-300x211.png 300w\" sizes=\"(max-width: 729px) 100vw, 729px\" \/>","url":"https:\/\/iterable.com\/en-GB\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/"},{"ID":36134,"post_author":"97","post_date":"2021-08-03 10:56:20","post_date_gmt":"2021-08-03 17:56:20","post_content":"<p><strong>Featured Speaker:<\/strong><\/p>\r\n<p><img class=\"alignnone wp-image-10573\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Forrester-Small.png\" alt=\"Forrester\" width=\"195\" height=\"70\" \/><\/p>\r\n<p>The interplay between privacy and personalisation has only become more important as we spend more time online, navigating uncertain times.<\/p>\r\n<p>Come and hear veteran Forrester analysts Fatemeh Khatibloo and Stephanie Liu explore the ethics and new landscape of privacy, what consumers expect and how people make the choices that they do.<\/p>\r\n<p>PolicyGenius's Jessica Owen will join to speak about how Iterable was instrumental in helping them implement a game-changing personalisation strategy.<\/p>\r\n<p>Join this powerhouse panel to:\u00a0<\/p>\r\n<ul>\r\n\t<li>Learn how people make choices \u2013 and how to reduce their decision-making stress<\/li>\r\n\t<li>See examples of \"creepy\" personalisation \u2013 and how to avoid cringey mistakes<\/li>\r\n\t<li>Learn appropriate personalisation \u2013 and how to leverage to empathise with customers<\/li>\r\n<\/ul>","post_title":"\"Is This Creepy?\" Balancing Privacy and Personalisation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"is-this-creepy-balancing-privacy-and-personalisation","to_ping":"","pinged":"","post_modified":"2021-10-27 09:15:17","post_modified_gmt":"2021-10-27 16:15:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=36134","menu_order":94,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 03, 2021","terms":[{"term_id":8633,"name":"Webinar","slug":"webinar-en-gb","term_group":0,"term_taxonomy_id":8633,"taxonomy":"resource_type","description":"","parent":0,"count":5,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-en-gb"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/en-GB\/webinars\/is-this-creepy-balancing-privacy-and-personalisation\/"},{"ID":86274,"post_author":"97","post_date":"2021-08-03 10:56:20","post_date_gmt":"2021-08-03 17:56:20","post_content":"<p><strong>Google Product Manager Jon Harmer<\/strong> joins us for a very special webinar covering one of the hottest topics around \u2013 AMP for Email and the future of email.<\/p>\r\n<p>Whether you're already coding AMP emails or just curious to know what all the hype is about, you won't want to miss this opportunity to dive into Jon's world, gain perspective of what's possible today and get ahead of the curve.<\/p>\r\n<p>There is also plenty of space for answering questions as they pertain to Gmail, AMP for Email and what lies ahead for email marketers.<\/p>\r\n<p><strong>Expect to come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>A look at the challenges and opportunities with AMP for Email<\/li>\r\n\t<li>A collection of amazing examples of AMP for Email in action\u00a0<\/li>\r\n\t<li>FAQ on Google's relationship with email marketing<\/li>\r\n<\/ul>","post_title":"AMP for Email: Use Cases &amp; Considerations for Every Brand (Even Yours!)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"amp-use-cases-and-considerations-for-every-brand","to_ping":"","pinged":"","post_modified":"2021-10-26 14:24:32","post_modified_gmt":"2021-10-26 21:24:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=86274","menu_order":108,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 03, 2021","terms":[{"term_id":8633,"name":"Webinar","slug":"webinar-en-gb","term_group":0,"term_taxonomy_id":8633,"taxonomy":"resource_type","description":"","parent":0,"count":5,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-en-gb"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/en-GB\/webinars\/amp-use-cases-and-considerations-for-every-brand\/"},{"ID":36123,"post_author":"43","post_date":"2021-08-03 10:56:19","post_date_gmt":"2021-08-03 17:56:19","post_content":"<p>Good things come in fives: Queer Eye\u2019s Fab Five; the Spice Girls; the Power Rangers. Next up on the list? The five steps to an effective growth marketing strategy.<\/p>\r\n<p>Executing an agile growth marketing strategy, built on a test and iterate philosophy, that also hits at the individual level can seem daunting\u2026 or maybe even impossible. But fear not! Sam Larsen, Director of Growth at Mixpanel, and Garin Hobbs, Expert Personalisation Strategist at Iterable, break it down into a tried-and-tested framework that is structured, yet scalable. In this interactive webinar, you\u2019ll learn how to create a growth engine that is nimble and data-driven \u2013 something that is especially important as we\u2019re all called to be attuned to each and every consumer need.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The five principles of a scalable growth marketing engine<\/li>\r\n\t<li>What types of data and cues from your audience you should be leaning into<\/li>\r\n\t<li>How to supercharge your efforts with analytics and insights<\/li>\r\n<\/ul>","post_title":"Five Steps to an Effective Growth Marketing Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-steps-to-an-effective-growth-marketing-strategy","to_ping":"","pinged":"","post_modified":"2021-10-26 14:17:02","post_modified_gmt":"2021-10-26 21:17:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=36123","menu_order":88,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 03, 2021","terms":[{"term_id":8633,"name":"Webinar","slug":"webinar-en-gb","term_group":0,"term_taxonomy_id":8633,"taxonomy":"resource_type","description":"","parent":0,"count":5,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-en-gb"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/webinars\/5-steps-to-an-effective-growth-marketing-strategy\/"},{"ID":36176,"post_author":"38","post_date":"2021-08-03 10:56:18","post_date_gmt":"2021-08-03 17:56:18","post_content":"<p>Are you planning ahead for next year but not sure where to begin?<\/p>\r\n<p><br \/>\r\n2020 has certainly been a life-changing year. The way we live and shop has fundamentally changed. We are seeing hyper digital transformation, the rise of essential commerce and increased mobile app competition. We are more digitally connected than ever before, but what does this mean for your customers and your marketing?<\/p>\r\n<p><br \/>\r\nJoin us for a virtual fireside chat to discuss the top 10 marketing predictions for 2021 with leaders from Yodel Mobile, Splink Industries\/ My Theory Test by James May and HomeExchange.<\/p>\r\n<p>During this session you'll learn:<\/p>\r\n<ul>\r\n\t<li>The top 10 marketing predictions for 2021<\/li>\r\n\t<li>Mobile, email and cross-channel trends you need to know<\/li>\r\n\t<li>Examples of brands leading the pack into 2021<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Planning Ahead: Marketing Predictions for 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"planning-ahead-marketing-predictions-for-2021","to_ping":"","pinged":"","post_modified":"2021-10-27 09:17:22","post_modified_gmt":"2021-10-27 16:17:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=36176","menu_order":80,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":false,"pretty_date":"August 03, 2021","terms":[{"term_id":8624,"name":"Popular Download","slug":"popular-download-en-gb","term_group":0,"term_taxonomy_id":8624,"taxonomy":"resource_type","description":"","parent":0,"count":1,"filter":"raw","term_order":"0"},{"term_id":8633,"name":"Webinar","slug":"webinar-en-gb","term_group":0,"term_taxonomy_id":8633,"taxonomy":"resource_type","description":"","parent":0,"count":5,"filter":"raw","term_order":"0"}],"term_slugs":["popular-download-en-gb","webinar-en-gb"],"term_names":["Popular Download","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/webinars\/planning-ahead-marketing-predictions-for-2021\/"},{"ID":36121,"post_author":"38","post_date":"2021-08-03 10:56:18","post_date_gmt":"2021-08-03 17:56:18","post_content":"<div class=\"p-rich_text_section\">The Iterable team is kicking off the new year by providing marketers with a glimpse into the future, based on our latest survey research.<\/div>\r\n<div class=\"p-rich_text_section\">Alyssa and Wayne will debut our top findings and reveal our hottest marketing predictions.<\/div>\r\n<div class=\"p-rich_text_section\">\u00a0<\/div>\r\n<div class=\"p-rich_text_section\">If you want to drive your 2021 strategy with real data and not just crystal-ball commentary, watch this can\u2019t-miss webinar.<\/div>\r\n<div>\u00a0<\/div>\r\n<div class=\"p-rich_text_section\">The panellists explore:<\/div>\r\n<div>\u00a0<\/div>\r\n<ul class=\"p-rich_text_list p-rich_text_list__bullet\" data-stringify-type=\"unordered-list\" data-indent=\"0\">\r\n\t<li>Top business concerns for marketers and how the ongoing pandemic has affected them<\/li>\r\n\t<li>The real deal behind artificial intelligence<\/li>\r\n\t<li>Real-life examples of email, mobile and cross-channel campaigns that we love<\/li>\r\n<\/ul>","post_title":"The 2021 Outlook: Five Data-Driven Marketing Predictions","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2021-data-driven-marketing-predictions","to_ping":"","pinged":"","post_modified":"2021-10-12 10:28:47","post_modified_gmt":"2021-10-12 17:28:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=36121","menu_order":73,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 03, 2021","terms":[{"term_id":8633,"name":"Webinar","slug":"webinar-en-gb","term_group":0,"term_taxonomy_id":8633,"taxonomy":"resource_type","description":"","parent":0,"count":5,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-en-gb"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3-.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3-.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3--300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3--600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/webinars\/2021-data-driven-marketing-predictions\/"},{"ID":36155,"post_author":"97","post_date":"2021-08-03 10:49:07","post_date_gmt":"2021-08-03 17:49:07","post_content":"<p>Are you looking for a modern cross-channel marketing automation platform? Choosing the right system for your unique marketing needs requires a thorough understanding of the key features each solution offers and how it affects your business needs. We have a template to help you get started!<\/p>\r\n<p><strong>Download this template to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Help you select the right vendor who is also a partner for your growing business<\/li>\r\n\t<li>Set you up for your long-term marketing automation needs<\/li>\r\n\t<li>Clearly identify your goals and see how marketing automation can drive your results<\/li>\r\n\t<li>Save time building a comprehensive list of questions you should be asking your vendors<\/li>\r\n<\/ul>\r\n<p><strong>RFP includes sections that will help you understand each vendor\u2019s solutions for:<\/strong><\/p>\r\n<ul>\r\n\t<li>Email campaigns<\/li>\r\n\t<li>Lifecycle marketing<\/li>\r\n\t<li>Segmentation and targeting<\/li>\r\n\t<li>Workflows &amp; automation<\/li>\r\n\t<li>Triggering events<\/li>\r\n\t<li>Reporting &amp; Analytics<\/li>\r\n\t<li>Multi-channel marketing across email, SMS, mobile push, direct mail and more<\/li>\r\n<\/ul>\r\n<p>Don\u2019t miss out on the must-have features and questions that you should be asking your vendors. Download this template to get started on building the best RFP for your needs.<\/p>","post_title":"Template for Marketing Automation RFP","post_excerpt":"Marketing Automation RFP Template for Email, SMS, Mobile ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"template-for-marketing-automation-rfp","to_ping":"","pinged":"","post_modified":"2021-10-27 15:57:04","post_modified_gmt":"2021-10-27 22:57:04","post_content_filtered":"","post_parent":95701,"guid":"https:\/\/iterable.com\/?page_id=36155","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Template","pretty_date":"August 03, 2021","terms":[{"term_id":8639,"name":"Template","slug":"template-en-gb","term_group":0,"term_taxonomy_id":8639,"taxonomy":"resource_type","description":"","parent":0,"count":1,"filter":"raw","term_order":"0"}],"term_slugs":["template-en-gb"],"term_names":["Template"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/resources\/template-for-marketing-automation-rfp\/"},{"ID":36104,"post_author":"7","post_date":"2021-02-04 10:53:28","post_date_gmt":"2021-02-04 18:53:28","post_content":"<p>Despite the ongoing effects of the pandemic, what gives us hope is how brands remain undeterred in their mission to improve their customer experiences.<\/p>\r\n<p>This year, B2C marketers plan to <a href=\"https:\/\/www.marketingcharts.com\/customer-centric\/customer-experience-115956\" target=\"_blank\" rel=\"noopener\">increase their marketing budget by more than 25%<\/a> to continue investing in innovative technologies, such as modern marketing automation platforms that harness the power of <a href=\"https:\/\/iterable.com\/en-GB\/solutions\/email-marketing\/\">email marketing<\/a> to influence consumer spending.<\/p>\r\n<p>But they must use their allocated resources wisely. Fortunately, you don't necessarily need a huge budget to create head-turning campaigns. With some design inspiration (and A\/B testing), you can boost engagement and drive <a href=\"https:\/\/iterable.com\/en-GB\/solutions\/customer-engagement\/\">customer loyalty<\/a> during these unpredictable times.<\/p>\r\n<p>Thanks to the following examples from <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>, you'll find a curated list of eight email design trends to get your creative juices flowing.<\/p>\r\n<p>(And for those keeping track at home, yes, while these emails may not have been created this year, we believe that these are the design trends that are sure to persist in 2021.)<\/p>\r\n<p>Let\u2019s dive right in!<\/p>\r\n<h3>Eight Email Design Trends to Inspire You in 2021<\/h3>\r\n<h4>1.<\/h4>\r\n<h4>Clean, Simple Design<\/h4>\r\n<p><a href=\"https:\/\/www.thenueco.com\/\" target=\"_blank\" rel=\"noopener\">The Nue Co.<\/a> believes in providing customers with clean, preservative-free products, and this philosophy is reflected in this campaign.<\/p>\r\n<p>The judicious use of white space, crisp lines and neutral colours exudes sophistication without distracting the reader from the core message.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick.png\" alt=\"The Nue Co - How to travel smarter\" width=\"680\" height=\"2332\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, a mindfulness and meditation app, uses alternating visuals and text and soothing colours to create a relaxing effect for its sleep-challenged reader.<\/p>\r\n<p>The images help the reader visualise a good night's rest while the instructor's bio lends credibility to the course and encourages the reader to sign up.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus.png\" alt=\"Calm - Better Sleep Masterclass\" width=\"680\" height=\"3550\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>2. A Pop of Colour<\/h4>\r\n<p><a href=\"https:\/\/www.airbnb.com\/\" target=\"_blank\" rel=\"noopener\">Airbnb\u2019s<\/a> brand personality is typically more subdued, but this thank you campaign proves that a splash of colour can liven up a message without losing brand identity.<\/p>\r\n<p>The attention-grabbing rainbow award card inspires joy, happiness and gratitude without overstimulating the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way.png\" alt=\"Airbnb - Best Host Award\" width=\"680\" height=\"2250\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.youneedabudget.com\/\" target=\"_blank\" rel=\"noopener\">You Need A Budget (YNAB)<\/a> is personal budgeting software that makes financial planning less intimidating and more fun with its use of colour.<\/p>\r\n<p>While the soft purple background makes the message stand out, the blue sky arouses a sense of peace and security, both of which can be achieved through careful money management.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget.png\" alt=\"YNAB - Illustration email design trends\" width=\"680\" height=\"1271\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Bold Typography\u00a0\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin'<\/a> uses a bright, sans-serif headline in this coronavirus-related email to maintain its brand identity and provide maximum readability for the reader.<\/p>\r\n<p>The message about health protocols and safeguards ensures people's safety, which helps earn the reader's trust.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing.png\" alt=\"Dunkin' - Stayin' Safe\" width=\"680\" height=\"1813\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.outdoorvoices.com\/\" target=\"_blank\" rel=\"noopener\">Outdoor Voices<\/a> uses its, well, outdoor voice to get people to shop for a charitable cause.<\/p>\r\n<p>The big, blue headline provides excellent readability across multiple devices and also evokes feelings of selflessness in the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/an-email-for-a-great-cause.png\" alt=\"Outdoor Voices - Doing Good Things\" width=\"680\" height=\"1958\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Playful Shapes<\/h4>\r\n<p>Delightful messages come in all shapes and sizes, and Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> announcement campaign is one of them.<\/p>\r\n<p>The animated, colourful shapes are strategically placed to highlight the message, and the reader can\u2019t help but take action to learn more about the upcoming virtual event (or at least we hope so!).<\/p>\r\n<p><strong><a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Save your seat<\/a> for this can\u2019t-miss event.<\/strong><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone\" src=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/AL_General_Hero_2x.gif\" alt=\"\" width=\"1200\" height=\"640\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone wp-image-12130 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-04-at-8.40.07-AM.png\" alt=\"Email design trends - Iterable Activate Live announcement\" width=\"1000\" height=\"647\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/www.bludot.com\/\" target=\"_blank\" rel=\"noopener\">Blu Dot<\/a>, a contemporary furniture shop, understands that ottomans aren\u2019t just for storing extra blankets.<\/p>\r\n<p>To highlight their versatility, they arrange them in fun, playful ways with the help of models to inspire the reader to purchase this multifunctional item for their home.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/playful-geometry.png\" alt=\"Blu Dot - Playful Geometry\" width=\"680\" height=\"4327\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>5. S-Curve Layout\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.livefeather.com\/\" target=\"_blank\" rel=\"noopener\">Feather<\/a>, a provider of furniture rentals, strays from the standard one-column layout to create a modular or \u201cS-curve\u201d design.<\/p>\r\n<p>Its use of negative space helps distinguish the modules and the featured items, and the descriptions invite the reader to mull over the details before deciding which pieces they want to rent.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs.png\" alt=\"Feather - S-curve email design trends\" width=\"680\" height=\"2718\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>UK home improvement and DIY retailer <a href=\"https:\/\/www.diy.com\/departments\/painting-decorating\/paint-wood-treatments\/interior-emulsion-paint\/DIY1620272.cat\" target=\"_blank\" rel=\"noopener\">B&amp;Q<\/a> delivers an email campaign with a sleek, modular look that\u2019s hard to ignore. Each block literally paints a picture of how the featured shades, ranging from white to bright turquoise, can transform someone\u2019s walls.<\/p>\r\n<p>Overall, the layout, minimal use of bright colour, and clear CTAs make this message compelling for the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range.png\" alt=\"B&amp;Q - Introducing GoodHome Paint\" width=\"680\" height=\"3817\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>6. Action-Based Animations\u00a0<\/h4>\r\n<p>In this re-engagement campaign, project management app <a href=\"https:\/\/asana.com\/\" target=\"_blank\" rel=\"noopener\">Asana<\/a> uses an animated running figure to convey speed and agility, both of which are essential to completing a project on time.<\/p>\r\n<p>Aside from bringing life to this message, this animation also creates a sense of urgency for the reader and prompts them to take immediate action.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"664\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/since-youve-been-gone.png\" alt=\"Asana - Get up to speed\" width=\"664\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Online dating app <a href=\"https:\/\/tinder.com\/?lang=en\" target=\"_blank\" rel=\"noopener\">Tinder<\/a> uses animations in this onboarding campaign to educate a new member about its services, and each animation represents a different action.<\/p>\r\n<p>Whether it\u2019s inviting the reader to upload a picture, set preferences or enable notifications, the message is clear: the sooner they complete their profile, the sooner they can start swiping and connecting.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"512\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/this-is-how-you-tinder.png\" alt=\"Tinder Like a Pro\" width=\"512\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>7. Value-Illuminating Illustrations<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/en-GB\/customers\/case-study\/seatgeek\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a> often uses illustrations to add an element of storytelling to its messages.<\/p>\r\n<p>In the example below, the marching band, magnifying glass and stadium highlight the main benefits of using its ticketing service, which include getting the best deals on live music and events from one source.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address.png\" alt=\"SeatGeek - Welcome Email Design Trends\" width=\"680\" height=\"1746\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/en-GB\/customers\/case-study\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a>, a socially-conscious digital banking alternative to traditional financial institutions, makes this campaign warm and inviting by including a benefits-driven message and a relevant illustration to match. The mountain background on the credit card illustration depicts \"your chance to reach the pinnacle of bank accounts\".<\/p>\r\n<p>While the image adds a touch of lightheartedness, the message instils a sense of purpose for the reader, enticing them to sign up and \"do good at the same time\".<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation.png\" alt=\"Here it is: Your Aspiration invitation\" width=\"680\" height=\"2349\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>8. Back in Black<\/h4>\r\n<p>Whether you're a designer creating beautiful prototypes or an engineer building a chatbot via an API, <a href=\"https:\/\/marvelapp.com\/\" target=\"_blank\" rel=\"noopener\">Marvel<\/a> (not associated with Marvel comics) has you covered.<\/p>\r\n<p>Thanks to stay-at-home orders during the pandemic, the average screen time has increased dramatically, and dark-designed emails can provide some much-needed relief while engaging the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api.png\" alt=\"Marvel - Dark email design trends\" width=\"680\" height=\"2486\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.harrys.com\/en\/us\" target=\"_blank\" rel=\"noopener\">Harry's<\/a> knows how to highlight its product in razor-sharp focus. Its dark design creates a sophisticated look that appeals to its target audience.<\/p>\r\n<p>It's important to note that users don't need to have <a href=\"https:\/\/iterable.com\/en-GB\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">dark mode<\/a> enabled to recognise the benefits of a dark colour palette. Not only can it help reduce eye strain, but it can also offer unique depth and dimensionality that stands out in the inbox.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/back-in-black-harrys.png\" alt=\"Harry's - Back in Black email design trends\" width=\"680\" height=\"2302\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h3>Closing Thoughts<\/h3>\r\n<p>As you go about this year, think about how you might incorporate some of these email design trends into your campaigns. What speaks to your business \u2013 is it minimalism? Bold typography? Bright, colourful shapes? Whatever you choose, make sure it not only aligns with your brand personality, but also delivers value to every customer.<\/p>\r\n<p><em>Want to give your email marketing a makeover? Reach out and <a href=\"https:\/\/iterable.com\/en-GB\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"Watch Out For These Eight Email Design Trends in 2021","post_excerpt":"Looking to bring that wow-factor to your campaigns? Here are eight email design trends to get your creative juices flowing this year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-out-for-these-eight-email-design-trends-in-2021","to_ping":"","pinged":"","post_modified":"2022-03-01 06:24:22","post_modified_gmt":"2022-03-01 14:24:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=36104","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 04, 2021","terms":[{"term_id":8613,"name":"Blog Post","slug":"blog-post-en-gb","term_group":0,"term_taxonomy_id":8613,"taxonomy":"resource_type","description":"","parent":0,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["blog-post-en-gb"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/blog\/watch-out-for-these-eight-email-design-trends-in-2021\/"},{"ID":36093,"post_author":"7","post_date":"2020-12-15 10:53:30","post_date_gmt":"2020-12-15 18:53:30","post_content":"<p>Let\u2019s get it out of the way: 2021 will not have typical marketing trends.<\/p>\r\n<p>In previous years we\u2019ve been able to make reasonably accurate predictions based on industry patterns. But in late 2020 those predictions are harder to make: the COVID-19 pandemic has upended nearly all facets of marketing strategy, sending marketers back to the drawing board.<\/p>\r\n<p>After the roadblocks presented in 2020, <strong>what do marketers expect in 2021 when nobody knows what to expect?<\/strong><\/p>\r\n<p>To get a better sense of the year to come, Iterable set out to capture what\u2019s on the mind of today\u2019s marketers. We surveyed 500 business-to-consumer (B2C) marketers across the US and UK to gauge their plans for 2021 and identify <strong>what really matters to marketers<\/strong>.<\/p>\r\n<p>Here\u2019s what we found.<\/p>\r\n<h4>1. Martech stacks will leverage more data and automation for customer acquisition<\/h4>\r\n<p>Marketers\u2019 top three business priorities for 2021 are to increase new customer acquisition (65%), improve data management (44%) and optimise marketing automation workflows (41%).<\/p>\r\n<p>These priorities align with the top three technologies respondents plan to add to their martech stacks next year as well: marketing automation platforms, data warehouse\/customer data platforms and data analytics platforms.<\/p>\r\n<p>The alignment of business priorities and martech stacks shows that marketing teams are trying to streamline <a href=\"https:\/\/iterable.com\/en-GB\/solutions\/customer-engagement\/\">customer engagement<\/a> through better use of data. We expect this initiative to stick throughout 2021 and beyond. If leveraged properly, marketers only stand to benefit from reaching customers more efficiently through automation and tailoring messages to unique customer data insights.<\/p>\r\n<h4>2. Marketers will go all-in on AI and zero-party data<\/h4>\r\n<p>The vast majority of marketers (83%) said they\u2019re likely to include artificial intelligence (AI) as part of their 2021 marketing strategy. And 84% are currently developing or planning to develop AI capabilities in-house. 78% of marketers also plan to use zero-party data \u2013 data given explicitly to a brand by customers \u2013 to better personalise messaging experiences in 2021. The focus on these technologies indicates that brands are doing everything possible to earn precious market share through personalisation as consumers continue <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">to spend less<\/a> during the pandemic.<\/p>\r\n<p>Marketers can leverage AI to better measure customer sentiment and curate more meaningful customer brand experiences. For example, most marketers currently use queries of never-ending customer signal sources or sift through billions of rows of engagement data to build a <a href=\"https:\/\/iterable.com\/en-GB\/solutions\/personalised-marketing\/\">personalised brand experience<\/a>. With <a href=\"https:\/\/iterable.com\/en-GB\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a>, marketers can automatically calculate and classify customer sentiment to deliver effective messaging at scale.<\/p>\r\n<p>While it\u2019s clear why brands want to invest in AI technology, marketers should consider the cost factors of developing AI capabilities in-house. Given the <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/technology\/ai-talent-challenges-shortage.html\" target=\"_blank\" rel=\"noopener noreferrer\">high shortage<\/a> of AI talent, hiring an in-house expert comes at a steep price. Furthermore, tasking an in-house expert with building a custom AI solution can be a <a href=\"https:\/\/medium.com\/source-institute\/what-does-ai-actually-cost-af6a3e5a1795\" target=\"_blank\" rel=\"noopener noreferrer\">significant financial burden<\/a>. For a more cost-effective and viable way to use AI, marketers are likely better off leveraging existing AI martech technology.<\/p>\r\n<p>Zero-party data is also ready for a big jump in utilisation as brands identify new customer data sources to leverage in place of third-party cookies, which Google plans to eliminate by 2022. And even though consumers consider data privacy to be important, they still expect an individualised experience from brands.<\/p>\r\n<p>Marketers can navigate this challenge with zero-party data by collecting data from consumers transparently and directly. Additionally, zero-party data gives marketers a chance to welcome consumers into a conversation with their brand as well as give them a share of voice and sense of partnership.<\/p>\r\n<h4>3. Almost 90% of B2C brands will have an app by the end of 2021<\/h4>\r\n<p>More than 60% of marketers we surveyed said their company has a mobile app and nearly 28% plan to build one in 2021. Only 11% of companies without an app don\u2019t plan on building one next year.<\/p>\r\n<p>Additionally, we found that marketers plan to increase their use of in-app channels (+7%), web push notifications (+5%) and mobile push notifications (+3%) from 2020 into 2021. This shift could be a result of the <a href=\"https:\/\/www.marketingcharts.com\/digital\/mobile-phone-114746\" target=\"_blank\" rel=\"noopener noreferrer\">significant boost in mobile usage<\/a> from consumers during the pandemic.<\/p>\r\n<p>The emphasis on in-app and push notifications further solidifies marketers\u2019 plans for AI and zero-party data in 2021, two components that lend themselves well to mobile consumer engagement. AI helps marketers better identify opportunities for customised push notifications, and zero-party data can be acquired more easily through in-app offerings.<\/p>\r\n<p>With marketers heavily investing in zero-party data and elevating in-app as a marketing channel, 2021 will solidify brand apps as a marketing standard as companies aim to create an ultra-personalised customer experience with more nuanced customer data.<\/p>\r\n<h4>4. COVID-19 concerns aren\u2019t going away<\/h4>\r\n<p>Nearly one third (29%) of marketers said \u201cthe growing demand for convenience and safety\u201d is their primary business concern for 2021.<\/p>\r\n<h5>Top three business concerns for 2021 according to marketers<\/h5>\r\n<table style=\"border-collapse: collapse; width: 100%;\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 91.5855%;\">1. The growing demand for convenience and safety<\/td>\r\n<td style=\"width: 8.41448%;\">29%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%;\">2. Brand empathy perception (i.e. how much my company is perceived to care by its customers)<\/td>\r\n<td style=\"width: 8.41448%;\">15%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%;\">3. The disruption of loyalty (i.e. losing customers' loyalty)<\/td>\r\n<td style=\"width: 8.41448%;\">14%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>The second and third-biggest concerns for 2021 \u2013 brand empathy perception by customers and the disruption of customer loyalty \u2013 are also related to the pandemic. This heightened concern indicates that customer preferences around COVID-19 aren\u2019t going away from marketers\u2019 plans any time soon.<\/p>\r\n<p>Given that many consumers have been advised to stay home during the pandemic, the fact that 60% of 2020 marketing budgets increased or stayed the same suggests a greater reliance from brands on martech solutions to spur creative customer offerings.<\/p>\r\n<p>Marketers, in turn, had to innovate their customer experience to meet this stay-at-home need. As a result, many marketing teams likely shifted to martech solutions to better reach customers at home and provide safe, convenient offerings like kerbside pick-up, delivery and in-home entertainment.<\/p>\r\n<h3>What Does This All Mean for Marketers?<\/h3>\r\n<p>2020 propelled marketers to take back ownership of the customer experience and push the boundaries of their digital capabilities.<\/p>\r\n<p>Evolving tech like zero-party data and AI can improve customer apps with a more <a href=\"https:\/\/iterable.com\/en-GB\/solutions\/personalised-marketing\/\">personalised experience<\/a>. And with customer acquisition top-of-mind for 2021, it\u2019s imperative that marketers set themselves apart from competitors with increased personalisation as consumers limit spending amid the pandemic.<\/p>\r\n<p>If you\u2019re looking to build a more personalised customer engagement strategy driven by automation and data, reach out to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo<\/a> of Iterable\u2019s cross-channel marketing platform.<\/p>","post_title":"2021 Marketing Trends: Dissecting the Unexpected","post_excerpt":"Iterable surveyed 500 B2C marketers across the US and UK to gauge their 2021 marketing plans and identify what really matters to them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-dissecting-unexpected","to_ping":"","pinged":"","post_modified":"2021-08-11 14:06:10","post_modified_gmt":"2021-08-11 21:06:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=36093","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 15, 2020","terms":[{"term_id":8613,"name":"Blog Post","slug":"blog-post-en-gb","term_group":0,"term_taxonomy_id":8613,"taxonomy":"resource_type","description":"","parent":0,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["blog-post-en-gb"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/blog\/2021-marketing-trends-dissecting-unexpected\/"},{"ID":36083,"post_author":"7","post_date":"2020-12-10 10:53:27","post_date_gmt":"2020-12-10 18:53:27","post_content":"<p>Marketers have been trying to understand and cater to people\u2019s feelings for decades. Just turn on the TV during any big event, like the FA Cup Final, and there are hundreds of stories being told that will cater to a feeling.<\/p>\r\n<p>But in all reality, as a marketer, it\u2019s really difficult to understand how someone feels about your brand and then actually use that in campaigns.<\/p>\r\n<p>And even if you know today, tomorrow it may change. It\u2019s an evolving relationship that hopefully grows and deepens, but it isn\u2019t totally linear.<\/p>\r\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=XpaOjMXyJGk\" target=\"_blank\" rel=\"noopener noreferrer\">Dove ran a video story in 2013<\/a> where a former FBI-trained sketch artist was brought in to draw two pictures of people. First, a picture based on how they describe themselves and second based on how another person in the programme described them. There were some staggering differences, and more importantly, some big smiles and feelings of joy that swept over the individuals (and me) as I watched the video.<\/p>\r\n<p>It\u2019s just an example of how stories, and marketing, can make us feel specific emotions towards a brand. These feelings can directly impact our purchasing decisions, and as marketers, we need to understand this behaviour and appeal to how consumers feel.<\/p>\r\n<h3>How Feeling Impacts Consumer Behaviour in Marketing<\/h3>\r\n<p>What\u2019s the last emotion you felt right before reading this? According to Rober Plutchik, emotions exist on a spectrum, and this spectrum ranges from love and joy, to fear and boredom. As you go through your day-to-day, it\u2019s likely you feel a range of these emotions based on what\u2019s happening at work or at home.<\/p>\r\n<p>And your audience feels the same way. In fact, the way your brand creates and communicates content can directly impact these feelings.<\/p>\r\n<p>According to <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener noreferrer\">Psychology Today<\/a>, consumer behaviour plays an influential role in purchasing decisions, including:<\/p>\r\n<ul>\r\n\t<li>Functional magnetic resonance imaging (fMRI) shows that when evaluating brands, consumers primarily use emotions (experiences), rather than information (brand attributes, features).<\/li>\r\n\t<li>Studies show that positive emotions towards a brand have a far greater influence on consumer loyalty than trust and other judgements, which are based on a brand\u2019s attributes.<\/li>\r\n<\/ul>\r\n<p>Even just a quick search for any terms that tie together feelings and marketing results in an overwhelming amount of resources.<\/p>\r\n<h3>Gauging Your Relationship with Your Audience<\/h3>\r\n<p>So why is it still so hard for marketers to understand how consumers feel about a brand?<\/p>\r\n<p>Let\u2019s be real \u2013 because feelings change, and they change often. But beyond just that, if you want to understand how people feel about your brand, then it seems like a massive undertaking.<\/p>\r\n<p>First, it means gathering all of your cross-channel engagement data. Generally, you\u2019ll want data over a time period of six months or longer to avoid any seasonal impact, but this means information on email, mobile messaging and more.<\/p>\r\n<p>Once you have this data, across all your different channels you want to measure, then you need to normalise it and ensure all these data points tie to specific individuals.<\/p>\r\n<p>At this point, you may want your data science team to help gauge how engaged individuals are based on the data you collected.<\/p>\r\n<p>But here\u2019s another challenge \u2013 from marketers I\u2019ve spoken with that have built manual programmes like this \u2013 this data just gives them a snapshot of feelings about the brand. Unless it\u2019s an ongoing programme or analysis, it\u2019s insightful to your business, but not practical to actually use in a marketing campaign because what someone felt a day ago, or longer, may not be the case any more. Even just beyond what they felt, actually operationalising it into a campaign is a whole other arduous undertaking.<\/p>\r\n<p>But now, there\u2019s an easier way.<\/p>\r\n<h3>Understand and Easily Reach Your Audience With Brand Affinity<\/h3>\r\n<p>Understanding how customers feel about your brand, in real time and across channels, can inform smarter strategies and help build an emotional connection with your audience. That\u2019s why <a href=\"https:\/\/www.prweb.com\/releases\/iterable_launches_ai_powered_brand_affinity_to_transform_customer_engagement_into_meaningful_experiences\/prweb17604006.htm\" target=\"_blank\" rel=\"noopener noreferrer\">we\u2019re excited to announce<\/a> Brand Affinity\u2122, an intelligent personalisation solution powered by <a href=\"https:\/\/iterable.com\/en-GB\/features\/ai\/\">Iterable AI<\/a>.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/R48cyBxz5gY[\/embed]<\/p>\r\n<p>Using Brand Affinity, marketers gain a unique advantage by being able to intelligently translate customer engagement across channels into deeper, more meaningful connections with their customers \u2013 transforming the way you market and connect with your customers in a more authentic manner.<\/p>\r\n<p>Marketers are now empowered to tune into their customers' feelings and harness the versatility of Brand Affinity across the Iterable platform to personalise the customer experience at every stage of the customer lifecycle.<\/p>\r\n<p>From discovering the perfect audience in segmentation, to tailoring customer journeys in Workflow Studio, to enriching the user experience with templates through dynamic content, brands can leverage Brand Affinity \u2013 at a click of a button \u2013 to match their customers with personalised experiences for each individual based on their affinity.<\/p>\r\n<p>And best of all, Brand Affinity\u2019s scores are calculated and updated on an ongoing basis, so there\u2019s no need to manually pull data or get your data science team to evaluate all your engagement. It\u2019s all available within Iterable \u2013 without any of the headache \u2013 giving you real-time insights to better understand and contextualise content and messaging to your audience over time.<\/p>\r\n<p>Ready to start building campaigns based on how your audience feels? Iterable customers can now utilise Brand Affinity wherever contact properties are available.<\/p>\r\n<p>If you would like to learn more about Brand Affinity or any of our Iterable AI solutions, please contact your Customer Success Manager or visit <a href=\"https:\/\/iterable.com\/en-GB\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable AI<\/a> for more information.<\/p>","post_title":"Brand Affinity: Bring the Power of Sentiment to Your Campaigns","post_excerpt":"Using Brand Affinity, an intelligent personalisation solution powered by Iterable AI, marketers can build deeper connections based on customer sentiment.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-brand-affinity","to_ping":"","pinged":"","post_modified":"2021-08-11 14:24:01","post_modified_gmt":"2021-08-11 21:24:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=36083","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 10, 2020","terms":[{"term_id":8613,"name":"Blog Post","slug":"blog-post-en-gb","term_group":0,"term_taxonomy_id":8613,"taxonomy":"resource_type","description":"","parent":0,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["blog-post-en-gb"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/blog\/introducing-brand-affinity\/"},{"ID":36347,"post_author":"35","post_date":"2020-11-09 10:53:29","post_date_gmt":"2020-11-09 18:53:29","post_content":"<p>You forgot something! Like what you saw? Still thinking about {{insert product here}}? We\u2019ve got your back. Chances are you have received \u2013 or written \u2013 a message with one of these subject lines from an abandonment campaign.<\/p>\r\n<p>Unlike welcome and <a href=\"https:\/\/iterable.com\/en-GB\/solutions\/growth-marketing\/\">promotional campaigns<\/a>, abandonment campaigns \u2013 whether designed for shopping carts, browsing or form-fills \u2013 seem to be stuck in a content rut. They\u2019re almost stale.<\/p>\r\n<p>Since the core purpose of an abandonment campaign is conversion, this uniformity somewhat makes sense. The messages feel almost transactional in nature, and we can all attest to the frequent blandness of a transaction\/confirmation\/verification message.<\/p>\r\n<p>Today\u2019s consumers have different expectations. They want more from the brands they deem worthy of their time and money. Consumers want from brands the same thing they want from their friends: someone who listens and pays attention.<\/p>\r\n<p>The abandonment campaign is arguably the most direct way to signify that you are paying attention to your users, their wants and what makes sense for their journey with your brand.<\/p>\r\n<p>Below, we\u2019re going to walk you through three ways to flip the script and turn your abandonment campaigns into something <a href=\"https:\/\/iterable.com\/en-GB\/blog\/7-best-in-class-examples-omni-channel-marketing\/\">unique and memorable<\/a>. But first, check out this quick video to get a foundational understanding of what is needed to build an ideal abandonment campaign.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/JcfBFSES99Y[\/embed]<\/p>\r\n<p>Wonderful. Welcome back! We won\u2019t beat around the bush any longer. Here are the quickest \u2013 and easiest \u2013 ways to begin setting your abandonment campaign apart from the crowd.<\/p>\r\n<h3>Create a Dialogue<\/h3>\r\n<p>Understanding intent is integral to the abandonment campaign. After all, your user has shown interest in an item and got within a few clicks of actually completing the purchase! The intent was there at some point, but what exactly is that intent?<\/p>\r\n<p>Did the user want to purchase the product? Was this purchase for them or was it a gift? Maybe they used the cart as a chance to save an item for later?<\/p>\r\n<p>Part of the intent can be shown in your data, yes, but sometimes it\u2019s easier to go straight to the source. Ask! Ask your users what they were shopping for and why they decided to abandon the interaction.<\/p>\r\n<p><a href=\"https:\/\/ugmonk.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ugmonk<\/a>, a designer clothing and lifestyle brand, openly asks users to contact the founder about the products they had browsed and abandoned. This level of one-on-one customer service shows consumers that the brand is more concerned with the customer\u2019s experience than completing the sale. It\u2019s one that gives users a voice and a say in the matter that isn\u2019t present in most abandonment campaigns.<\/p>\r\n\r\n[caption id=\"attachment_11492\" align=\"alignnone\" width=\"914\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/offering-you-my-personal-email\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11492 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-4.35.17-PM-914x1024.png\" alt=\"Dialogue Cart Abandonment\" width=\"914\" height=\"1024\" \/><\/a> <em>A comforting, personable tone humanises the experience for consumers. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Baking a conversational element into the abandonment experience adds a level of humanity that would otherwise be replaced by strict sales tactics.<\/p>\r\n<h3>Take Real-World Context Into Account<\/h3>\r\n<p>The topic of intent above extends beyond just creating a conversation. There can also be reasons as to why a person might forego the completion of a purchase. In a <a href=\"https:\/\/stream.org\/the-best-and-worst-of-2020-the-year-in-review\/\" target=\"_blank\" rel=\"noopener noreferrer\">year like 2020<\/a>, there could be a host of reasons why someone might not be able to add another purchase.<\/p>\r\n<p>Take this into account. The world outside the singular transaction at the heart of your abandonment campaign matters and is a big factor in influencing the ultimate decision of your consumer. Ignoring these factors shows neglect and a lack of interest in understanding the user on their own terms.<\/p>\r\n<p>Google\u2019s shopping function, <a href=\"https:\/\/shopping.google.com\/u\/0\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Express<\/a>, touches on this concept in their cart abandonment campaign. The phrasing \u201cWe\u2019re ready when you are\u201d is not pushy. It shows the consumer the brand is listening but isn\u2019t going to force a transaction on their terms. Rather, it\u2019s up to the user to make that final decision.<\/p>\r\n\r\n[caption id=\"attachment_11493\" align=\"alignnone\" width=\"1024\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/complete-your-order-with-google-express\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11493\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-4.40.49-PM-1024x825.png\" alt=\"Contextualized Cart Abandonment\" width=\"1024\" height=\"825\" \/><\/a> <em>This is a simple yet successful example of more inclusive messaging. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Purchases don\u2019t happen in a vacuum. Use your data to understand each user\u2019s buying behaviour to inform if any changes have occurred that might line up with impactful current events.<\/p>\r\n<h3>Put Your Products in Action<\/h3>\r\n<p>Developing a deep relationship with and understanding of your customer base requires a level of empathy that many brands don\u2019t currently express and must put in work to attain.<\/p>\r\n<p>With that in mind, we thought we\u2019d close this list with a tip that most businesses can implement more quickly. When building out your abandonment campaigns, consider imagery that gives your products a place in the real world.<\/p>\r\n<p>Abandonment campaigns as we often see them \u2013 if they include imagery at all \u2013 put the abandoned item in a white or black void as if to say, \u201cHere it is. Want it or not?\u201d.<\/p>\r\n<p>When considering a purchase, though, users aren\u2019t thinking about the item in a void. There\u2019s a purpose. This purchase will fill a need (let\u2019s be honest, probably a want). Help them see this!<\/p>\r\n<p>Luxury leather goods maker <a href=\"https:\/\/us.mcmworldwide.com\/en_US\/home\" target=\"_blank\" rel=\"noopener noreferrer\">MCM<\/a> leans towards this concept in their abandonment campaign. While they don\u2019t explicitly include the abandoned items in their contextualised imagery, they provide a closer enough approximation that you as the consumer can begin to see yourself walking around town with one of their stylish bags.<\/p>\r\n\r\n[caption id=\"attachment_11494\" align=\"alignnone\" width=\"460\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/did-you-forget-something-2\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11494\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-5.08.01-PM-460x1024.png\" alt=\"Products in Action\" width=\"460\" height=\"1024\" \/><\/a> <em>Contextualised imagery also helps in promoting brand identity. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>As you can see from this MCM example, it doesn\u2019t have to be a direct comparison. As long as the user gets the feel of taking the product off the screen and into their own life, you've achieved success.<\/p>\r\n<h3>Buck the Trends<\/h3>\r\n<p>The abandonment campaign doesn\u2019t have to be rote. The elements outlined in the video above may stay the same, but the ways in which you connect with your customers can be uniquely your own.<\/p>\r\n<p>Taking the time to give your abandonment strategies a refresh shows your customers you are listening and paying attention. Adopt the strategies above and you\u2019ll catch their attention too.<\/p>\r\n<p><em>Don\u2019t let your campaigns lose their lustre. Plan ahead and learn more about <a href=\"https:\/\/iterable.com\/en-GB\/webinars\/planning-ahead-marketing-predictions-for-2021\/\">2021's top marketing predictions!\u00a0<\/a><\/em><\/p>","post_title":"Three Ways to Turn the Abandonment Campaign on Its Head","post_excerpt":"We\u2019re going to walk you through three ways to flip the script and turn your abandonment campaigns into something unique and memorable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ways-turn-abandonment-campaign-head","to_ping":"","pinged":"","post_modified":"2021-08-11 14:04:25","post_modified_gmt":"2021-08-11 21:04:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=36347","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 09, 2020","terms":[{"term_id":8613,"name":"Blog Post","slug":"blog-post-en-gb","term_group":0,"term_taxonomy_id":8613,"taxonomy":"resource_type","description":"","parent":0,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["blog-post-en-gb"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/en-GB\/blog\/3-ways-turn-abandonment-campaign-head\/"}]