Iterable - Resources about Growth Marketing and User Engagement

[{"ID":12701,"post_author":"67","post_date":"2021-03-03 17:03:33","post_date_gmt":"2021-03-04 01:03:33","post_content":"Available in more than 20 countries, Care.com is the world\u2019s leading platform for finding and managing high-quality family care. Designed to meet the evolving needs of today\u2019s families and caregivers, Care.com is committed to building data-driven customer experiences through online and mobile channels that require a deep understanding and tailored approach to each audience.\r\n\r\nJoin Matt Naturman, Associate Lifecycle Marketing Manager at Care.com, to hear how he extracts insights from Amplitude to continually optimize their customer experience with Iterable.\r\nIn this webinar, you\u2019ll hear:\u00a0<\/span><\/p>\r\n<ul>\r\n\t<li>How Care.com modernized their tech stack to deliver better customer experiences<\/li>\r\n\t<li>How Amplitude enables deeper insight into customer behavior<\/li>\r\n\t<li>How Care.com continually optimizes their cross-channel campaigns to drive year-over-year growth.<\/li>\r\n<\/ul>","post_title":"How Care.com\u2019s Modern Tech Stack Powers Smarter Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"care-com-tech-stack-powers-smarter-campaigns","to_ping":"","pinged":"","post_modified":"2021-03-04 00:36:13","post_modified_gmt":"2021-03-04 08:36:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&p=12701","menu_order":1,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/care-com-tech-stack-powers-smarter-campaigns\/"},{"ID":12663,"post_author":"70","post_date":"2021-03-03 08:47:28","post_date_gmt":"2021-03-03 16:47:28","post_content":"What do today's most successful brands have in common?<\/p>\r\nThey <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\">build the best experiences<\/a>.<\/p>\r\nThis year at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&utm_source=blog&utm_campaign=keynote-sara\">Activate Live<\/a>, we're bringing the brands that make those memorable experiences to the virtual stage. You'll learn from the curators of today's strongest consumer connections to find out how your business can foster long-term loyalty.<\/p>\r\nLike <a href=\"https:\/\/www.linkedin.com\/in\/saravarnibright\/\">Sara Varni<\/a>, Chief Marketing Officer of Twilio.<\/p>\r\n<h3>Introducing Sara Varni<\/h3>\r\nSara started her career as an equities trader in New York on the Nasdaq desk. But it never felt quite right or creative enough. So Sara went to the Anderson School of Management (UCLA) and got her MBA. She landed at Salesforce in 2007 and kicked off her journey in the wild west of cloud platforms.<\/p>\r\nIn her 11 years at Salesforce, she worked on three product lines: the AppExchange ecosystem, a small business product for contact center management, and the flagship Sales Cloud product. We would safely say she's a verified martech and cloud tech expert.<\/p>\r\nSo when George Hu, the former COO of Salesforce and the current COO of Twilio, reached out to Sara with the opportunity to join a growing communications and customer engagement company, Sara couldn't resist! When she made the jump to Twilio as CMO in 2017, it was the exact same size as Salesforce was when she started\u20141,100 employees and $400M in revenue.<\/p>\r\n<h3>Sara's Work as CMO<\/h3>\r\nSara Varni is the CMO of <a href=\"http:\/\/www.twilio.com\">Twilio<\/a>, a cloud communications platform that empowers companies to better engage with their customers by giving them a platform to build voice, text, chat, video and email communications.<\/p>\r\nIf you receive a notification from a restaurant confirming your reservation, that's normally Twilio behind the scenes. If you're a company like Medtronic that needs to send alerts and notifications to diabetes patients about the levels of glucose in their bloodstream, that's powered by Twilio. Odds are you've interacted with Twilio technology without even knowing it.<\/p>\r\nAs CMO, Sara is responsible for growing Twilio's community while simultaneously bringing Twilio into the enterprise market. She's manages two different funnels:<\/p>\r\n<ul>\r\n\t<li>Developer-centric:<\/strong> How can a tool like Twilio make a developer's life easier? Sara's team is responsible for providing useful documentation, the right content and the right access to developers in the community.<\/li>\r\n\t<li>Business-focused:<\/strong> Sara communicates to the line of business management to show how Twilio will have an impact on their core business metrics.<\/li>\r\n<\/ul>\r\nSara\u2019s work to find a <a href=\"https:\/\/www.heavybit.com\/library\/video\/aligning-devrel-and-sales-for-growth-with-twilio-cmo-sara-varni\/\">unifying metric<\/a> between developers and the business at Twilio bridged the gap between the two funnels, which drove <a href=\"https:\/\/investors.twilio.com\/news\/news-details\/2021\/Twilio-Announces-Fourth-Quarter-and-Full-Year-2020-Results\/default.aspx\" target=\"_blank\" rel=\"noopener\">substantial growth<\/a> for the company.<\/p>\r\nShe's a cloud technology icon with a robust background in marketing and go-to-market strategy, and she's ready to share her expertise with the Activate audience.<\/p>\r\n<h3>Talking Technology With Sara Varni at Activate<\/h3>\r\nToday's customers want more from brands. They demand experiences that are <a href=\"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\">personal, emotional and data-driven<\/a>. The only way to deliver on these demands is by adopting a customer-first mindset and a data-driven methodology.<\/p>\r\nIn her keynote address, \"<a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&utm_source=blog&utm_campaign=keynote-sara\">How to Achieve Human-Centric Customer Experiences Through Technology\"<\/a>, Sara will invite the audience to embrace digital transformation. She'll showcase the opportunities available to brands that leverage technology to augment consumer experiences.<\/p>\r\nRestrictions to movement during COVID-19 resulted in changed consumer shopping behaviors and brand interactions, further intensifying the bond of tech and CX. Sara's keynote will shed light on how today's leading companies approach building out a <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\">memorable customer journey<\/a>, from technology to messaging touchpoints, to set their brands up for success.<\/p>\r\n<h3>An Amazing Speaker Lineup at Activate Live<\/h3>\r\nWe're ecstatic that Sara will be at Activate, but that's not all. Introducing the <a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\">dreamers, builders and makers<\/a> of today's most compelling customer experiences and the speakers that will be joining Sara on the virtual stage at Activate Live:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/\" target=\"_blank\" rel=\"noopener\">Bozoma Saint John<\/a>, CMO of <a href=\"http:\/\/netflix.com\" target=\"_blank\" rel=\"noopener\">Netflix<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/ginabalestrieri\/\" target=\"_blank\" rel=\"noopener\">Gina Igwe<\/a>,\u00a0 Sr. Director, CRM at <a href=\"https:\/\/www.doordash.com\/en-US\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/alexandramfarrar\/\" target=\"_blank\" rel=\"noopener\">Alexandra Farrar<\/a>, Retention Marketing Manager at <a href=\"http:\/\/cars.com\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/imeldaskinder\/\" target=\"_blank\" rel=\"noopener\">Imelda Skinder<\/a>, Listener Lifecycle Manager at <a href=\"https:\/\/www.stitcher.com\/\" target=\"_blank\" rel=\"noopener\">Stitcher<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/indi-pollard-4649b0ba\/\" target=\"_blank\" rel=\"noopener\">Indi Pollard<\/a>, Email Marketing Lead at <a href=\"https:\/\/www.blockchain.com\/\">Blockchain<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/guilhaum\/\">Guilhaum Ceccaldi<\/a>, Head of Growth at <a href=\"https:\/\/prose.com\/?gclid=Cj0KCQiAhP2BBhDdARIsAJEzXlGt1tUQgWKSoOErHWNZaqVufNmX78iiIP9PButzaOsECIrwrVSJ1YgaAvL9EALw_wcB\" target=\"_blank\" rel=\"noopener\">Prose<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/boris-savoie-doyer\/\" target=\"_blank\" rel=\"noopener\">Boris Savoie-Doyer<\/a>, Head of CRM at <a href=\"https:\/\/iterable.com\/customers\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/orianawen\/\" target=\"_blank\" rel=\"noopener\">Oriana Wen<\/a>, Director of Data and Innovation at <a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle Coffee<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/bbalfour\/\" target=\"_blank\" rel=\"noopener\">Brian Balfour<\/a>, Founder and CEO of <a href=\"https:\/\/www.reforge.com\/\" target=\"_blank\" rel=\"noopener\">Reforge<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/adamknight1\/\" target=\"_blank\" rel=\"noopener\">Adam Knight<\/a>, Director of Engagement at <a href=\"https:\/\/iterable.com\/customers\/zoopla\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/chrisfrost\/\" target=\"_blank\" rel=\"noopener\">Chris Frost<\/a>, Senior Product Manager at <a href=\"https:\/\/iterable.com\/customers\/zoopla\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a><\/li>\r\n<\/ul>\r\nNo matter where you are in the world, you can join our community of dreamers, builders and makers at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&utm_source=blog&utm_campaign=keynote-sara\">Activate<\/a>. We'll be updating the agenda and adding more speakers as we get closer to the event. Stay up-to-date and in-the-know on everything Activate\u2014by <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&utm_source=blog&utm_campaign=keynote-sara\" target=\"_blank\" rel=\"noopener\">registering for free today<\/a>.<\/p>","post_title":"Sara Varni, CMO of Twilio, to Speak at Activate Live","post_excerpt":"In her keynote address, Sara Varni, CMO of Twilio, will share how you can achieve human-centric customer experiences with cutting-edge technology.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sara-varni-twilio-activate-live","to_ping":"","pinged":"","post_modified":"2021-03-04 08:24:17","post_modified_gmt":"2021-03-04 16:24:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12663","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/sara-varni-twilio-activate-live\/"},{"ID":12608,"post_author":"7","post_date":"2021-03-02 08:19:42","post_date_gmt":"2021-03-02 16:19:42","post_content":"March is Women\u2019s History Month. It\u2019s also home to International Women\u2019s Day (IWD). As such, March gives marketers an opportunity for impact\u2014to magnify the accomplishments of women and work to end gender discrimination, bias and inequities.<\/p>\r\nBut before we jump into email marketing examples, it\u2019s critical to understand how Women\u2019s History Month and International Women\u2019s Day align and diverge.<\/p>\r\nWhile both holidays recognize women, <a href=\"https:\/\/www.internationalwomensday.com\/\" target=\"_blank\" rel=\"noopener\">International Women's Day<\/a> on March 8 is a celebration of women's cultural, political and social achievements around the world and highlights the continuing challenges and roadblocks that hinder gender equity and justice.<\/p>\r\n<a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a> also recognizes that women, especially women of color, have been excluded or written out of history. Women\u2019s History Month is all about educational programs and empowerment to correct the record while also celebrating progress and achievement.<\/p>\r\nHere\u2019s some history:<\/p>\r\n<ul>\r\n\t<li>International Women's Day is rooted in a <a href=\"https:\/\/www.oprahmag.com\/life\/a26294031\/womens-history-month\/\" target=\"_blank\" rel=\"noopener\">1908 protest march<\/a> in New York City organized by women workers seeking better jobs, pay and working conditions and was first celebrated as National Women\u2019s Day in 1909.<\/li>\r\n\t<li>The event became an international movement at the International Women\u2019s Conference in Copenhagen in 1910 and later proclaimed a holiday by European countries, including Russia, the first major European country to grant women the vote.<\/li>\r\n\t<li>Women's History Month began in 1978 as Women's History Week, part of a school curriculum project inspired by International Women\u2019s Day.<\/li>\r\n\t<li>Support for the movement led to creating National Women's History Week in 1980 under President Jimmy Carter and National Women's History Month in 1987.<\/li>\r\n<\/ul>\r\n<h3>Focus Your Campaigns on Women<\/h3>\r\nFocusing your email marketing campaign on themes of equality, equity, education and empowerment this season will contribute directly to the causes, while helping your brand connect with customers in a meaningful way.<\/p>\r\nCustomers want brands to <a href=\"https:\/\/www.marketingdive.com\/news\/kantar-consumers-want-brands-to-take-stance-on-social-issues-but-demograp\/579618\/\" target=\"_blank\" rel=\"noopener\">take public stands on social issues<\/a> and will <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">ally with brands whose values they share<\/a>.<\/p>\r\nHere are three nuanced, but connected approaches you can take your marketing messaging this March that will make an impact and leave an impression.<\/p>\r\n<h4>1. Honor women customers<\/h4>\r\nWomen still control <a href=\"https:\/\/www.catalyst.org\/research\/buying-power\/\" target=\"_blank\" rel=\"noopener\">the majority of household spending and do 89% of the daily shopping<\/a>. And, while women aren\u2019t the only ones who have suffered stress and burnout during the pandemic, studies like McKinsey\u2019s <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/women-in-the-workplace#\" target=\"_blank\" rel=\"noopener\">Women in the Workplace 2020<\/a> suggest that women have shouldered a greater share of the household and childcare burden. Thanking them for supporting the brand lets them know you appreciate them.<\/p>\r\n<h4>2. Spotlight women employees<\/h4>\r\nA growing number of brands feature pictures, stories and quotes from women employees across the organization, not just those in customer-facing roles.<\/p>\r\n<h4>3. Highlight company efforts to support women's initiatives<\/h4>\r\nAn IWD or Women's History Month campaign can build brand equity by showing how your company addresses gender equity,\u00a0 supports its women employees and contributes to local and national efforts.<\/p>\r\n<h3>3 Tips to Create a Meaningful Campaign for Women's History Month<\/h3>\r\nNow that you have the direction, you\u2019ll need guidance. Here are some handy tips to create a compelling cause-driven campaign:\u00a0<\/p>\r\n<h4>1. Don\u2019t mix your messages<\/h4>\r\nIt takes more than a \"Happy International Women's Day\" banner on a standard promotional email to position your brand as an empowering ally. Be mindful of the copy you use to promote sales and products. Be especially intentional with your subject lines, headers and calls to action.\u00a0<\/p>\r\n<h4>2. Make women the focus of your campaign, not your business<\/h4>\r\nIf your company has an authentic message, success story or cause-driven campaign to share, be sure to share it through the eyes of the women who benefit from your message, or the woman who is sharing the story. That's who your customers really care about.<\/p>\r\n<h4>3. Drive long-term change with your messaging<\/h4>\r\nHave we made progress since women marched for workers' rights back in 1908? Of course. But we still have a long way to go. Last year, the World Economic Forum's <a href=\"http:\/\/www3.weforum.org\/docs\/WEF_GGGR_2020.pdf\" target=\"_blank\" rel=\"noopener\">Global Gender Gap Report for 2020<\/a> predicted that gender parity is at least another 100 years away.\u00a0<\/p>\r\nCombine this disappointing data-point with the recent news that the COVID-19 pandemic could set progress for women back at least five years: <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/women-in-the-workplace\" target=\"_blank\" rel=\"noopener\">Women lost disproportionately more jobs<\/a> and, as we mentioned above, shouldered even more of the household burden.<\/p>\r\nThis means that we have to push harder for change, and the campaigns your email marketing team creates for International Women's Day and Women\u2019s History Month can play a pivotal role in that progress.<\/p>\r\n<h3>Examples of Great Email Campaigns<\/h3>\r\nOur review of International Women's Day and Women's History Month emails showed us that marketing teams are becoming more mindful about the messages they're sending out for these campaigns. These examples show how you can create a meaningful message.<\/p>\r\n<h4>Verishop<\/h4>\r\nVerishop is one of the few brands to do a concerted campaign series for Women's History Month. The message below shows how to create a brand message that tells its story from the woman's perspective using her own words.<\/p>\r\n\r\n[caption id=\"attachment_12626\" align=\"alignnone\" width=\"288\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/394c7e69-6bd5-32d9-2539-8ef2ebe394c5\"><img class=\"wp-image-12626 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-1-Verishop.png\" alt=\"Verishop - Female Founded Email\" width=\"288\" height=\"1296\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/394c7e69-6bd5-32d9-2539-8ef2ebe394c5\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nBy limiting promotional messages to just the calls to action, this email keeps the focus on the inspirational content but subtly encourages readers to click to the website to check out McNamara\u2019s products.\u00a0<\/p>\r\n<h4>Brooklinen<\/h4>\r\nBrooklinen puts its cause\u2014supporting women in technology\u2014front and center in its International Women's Day Campaign. It highlights the initiative, promotes its fundraiser while explaining where it will spend the proceeds, and shines a spotlight on an employee (from the email team! Yeah!).\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12630\" align=\"alignnone\" width=\"244\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/7298925a-9158-4f22-76c0-c8d85b893554\"><img class=\"size-full wp-image-12630\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-2-Brooklinen.png\" alt=\"Brooklinen - Taking CTRL Email\" width=\"244\" height=\"1296\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/7298925a-9158-4f22-76c0-c8d85b893554\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nYou can't see it in this image, but Brooklinen uses the email preheader to state its commitment to support its predominantly women workforce: \"We're empowering and celebrating women today, and everyday.\"<\/p>\r\n<h4>MeUndies<\/h4>\r\nMeUndies' vibrant message caught our eye because it didn't stoop to cutesy or trendy identifiers like \"girlboss,\" \"girl power\" or \"she-ro.\" Its size-inclusive models reinforce the company's message that there's no longer a single standard for acceptable images.<\/p>\r\n\r\n[caption id=\"attachment_12634\" align=\"alignnone\" width=\"346\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/e9b0d57a-7ff6-cf45-8688-8a785c010a64\"><img class=\"size-full wp-image-12634\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-3-MeUndies.png\" alt=\"MeUndies - International Women's Day Email\" width=\"346\" height=\"1296\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/e9b0d57a-7ff6-cf45-8688-8a785c010a64\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nMeUndies' email is a great example of \"appointment email.\" It tells the reader to expect more emails like it, which can lead interested customers to start watching the inbox for the next message in the series\u2014a great way to help the email stand out!<\/p>\r\n<h4>Zenni Optical<\/h4>\r\nIf you want to connect with your customers and show how your company supports them, make them the star of your email. This customer-first approach combines an inspirational message with a reason to move customers to the website to browse around.<\/p>\r\n\r\n[caption id=\"attachment_12638\" align=\"alignnone\" width=\"222\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/fb1f1f44-b877-cd47-357f-84a0dda3f07e\"><img class=\"size-full wp-image-12638\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-4-Zenni-Optical.png\" alt=\"Zenni Optical - International Women's Day Email\" width=\"222\" height=\"1296\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/fb1f1f44-b877-cd47-357f-84a0dda3f07e\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nZenni's email keeps the focus on the customer, but the message design moves the eye right down to the bottom of the email to the company values statement.<\/p>\r\n<h4>The Citizenry<\/h4>\r\nThis home d\u00e9cor brand incorporates a cross-cultural theme in its brand identity. So, presenting an animated series of images of the women who make its products is a meaningful and on-brand message.<\/p>\r\n\r\n[caption id=\"attachment_12642\" align=\"alignnone\" width=\"442\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/942c579f-ce0d-2697-9845-7f92cf9d74df\"><img class=\"size-full wp-image-12642\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-5.-The-Citizenry.png\" alt=\"The Citizenry - International Women's Day Email\" width=\"442\" height=\"858\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/942c579f-ce0d-2697-9845-7f92cf9d74df\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nThe subject line\u2014\"Meet the 971 ladies of The Citizenry.\"\u2014hints at what's inside the message, but the preheader spills the beans: \"The Citizenry Meet the makers.\"<\/p>\r\n<h4>FabFitFun<\/h4>\r\nFabFitFun's email creative is a timely reminder that an effective women-focused message should incorporate your other inclusive values, like the hero image showing different skin tones and an animated series of GIFs featuring women of different ethnic backgrounds.<\/p>\r\n\r\n[caption id=\"attachment_12646\" align=\"alignnone\" width=\"496\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/c3690de0-38f2-81d8-74ec-db337c9649ab\"><img class=\"size-full wp-image-12646\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-6-FabFitFun.png\" alt=\"FabFitFun - Together We Thrive email during Women's History Month\" width=\"496\" height=\"1260\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/c3690de0-38f2-81d8-74ec-db337c9649ab\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nFabFitFun's message is more promotional than other examples, but it's also a good example of a message in which all the elements reinforce the International Women's Day theme, right down to the \"Women's Empowerment Filter\" and the \"Thrive\" promo code.<\/p>\r\n<h3>Before You Plan Your Women's History Month Campaign<\/h3>\r\nYour starting point for planning a campaign starts from within. Use the advice we shared for a cause-driven marketing campaign during <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a> as a foundation for your mission-centric marketing education.<\/p>\r\nThink of these campaigns as alliances with the cause instead of an event to co-opt for a one-off campaign. Your company's track record for closing pay and leadership gaps, meeting women workers' unique needs, rejecting harassment and discrimination, and supporting charities that benefit girls and women comes into play.<\/p>\r\nBut what do you do if your company\u2019s support of women falls short of customer expectations? You'll need to focus on incorporating content that honors women but also avoids <a href=\"https:\/\/forge.medium.com\/performative-allyship-is-deadly-c900645d9f1f\" target=\"_blank\" rel=\"noopener\">performative allyship<\/a>, or espousing values to look good in public without backing them up in private. Keep in mind that progress is gradual. This is a good starting point for your brand.<\/p>\r\nThese resources can help you understand more about International Women's Day and Women's History Month:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.internationalwomensday.com\/\" target=\"_blank\" rel=\"noopener\">International Women's Day<\/a><\/li>\r\n\t<li><a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a><\/li>\r\n\t<li><a href=\"https:\/\/nationalwomenshistoryalliance.org\/\" target=\"_blank\" rel=\"noopener\">National Women's History Alliance<\/a><\/li>\r\n\t<li><a href=\"https:\/\/edsitement.neh.gov\/teachers-guides\/womens-history-united-states\" target=\"_blank\" rel=\"noopener\">EdSITEment (National Endowment for the Humanities)<\/a><\/li>\r\n<\/ul>\r\n<h3>Ready to Dive in? It\u2019s OK to Smart Small\u00a0<\/h3>\r\nBegin with an International Women\u2019s Day campaign, maybe one that follows an example from the emails we suggested above. From there your company can work internally to support women in their workplace, and you can start to focus on expanding your initial email investment.<\/p>\r\nAfter a little time, perhaps you can grow to embrace and deploy a multi-email campaign that highlights your successes or focuses on issues relevant to women.<\/p>","post_title":"Women's History Month: Creating a Meaningful Email Campaign","post_excerpt":"Before we jump into email marketing examples, it\u2019s critical to understand how Women\u2019s History Month and International Women\u2019s Day align and diverge.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"womens-history-month-email-campaign","to_ping":"","pinged":"","post_modified":"2021-03-02 08:20:44","post_modified_gmt":"2021-03-02 16:20:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12608","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/"},{"ID":12610,"post_author":"74","post_date":"2021-03-02 06:57:47","post_date_gmt":"2021-03-02 14:57:47","post_content":"Integrating the perfect MarTech stack can often seem quite daunting with onboarding new technology, internal teams and big dreams, not to mention RFPs. \r\n \r\nBut listen - you\u2019ve made the first step acknowledging that you want to build a memorable customer experience and that\u2019s the hardest part - go you! \r\n \r\nHere at Iterable, we love shining a light on our dreamers, builders and makers behind the world\u2019s best customer experiences. Join our upcoming fireside chat with <a href=\"https:\/\/kahoot.com\/\">Kahoot!<\/strong><\/a> and <a href=\"https:\/\/www.consultmyapp.com\/\">ConsultMyApp<\/a><\/strong> where we\u2019ll dive into what\u2019s important when integrating your MarTech stack.<\/p>\r\nJoin us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Top 5 considerations when integrating your MarTech Stack<\/li>\r\n\t<li>Benefits of building a memorable customer experience<\/li>\r\n\t<li>How to set yourself up for success<\/li>\r\n<\/ul>\r\n <\/p>","post_title":"5 Truths Kahoot! Learned While Integrating Their MarTech Stack","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-truths-kahoot-learned-while-integrating-their-martech-stack","to_ping":"","pinged":"","post_modified":"2021-03-04 01:55:11","post_modified_gmt":"2021-03-04 09:55:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&p=12610","menu_order":3,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/5-truths-kahoot-learned-while-integrating-their-martech-stack\/"},{"ID":12491,"post_author":"35","post_date":"2021-02-25 08:34:39","post_date_gmt":"2021-02-25 16:34:39","post_content":"You are currently reading a post written by an ISFP, according to <a href=\"https:\/\/www.myersbriggs.org\/my-mbti-personality-type\/mbti-basics\/\" target=\"_blank\" rel=\"noopener\">Myers-Briggs<\/a>. I am a Type 6 Loyalist by <a href=\"https:\/\/www.enneagraminstitute.com\/type-descriptions\" target=\"_blank\" rel=\"noopener\">Enneagram\u2019s standards<\/a>. I am a <a href=\"https:\/\/www.astrology-zodiac-signs.com\/\" target=\"_blank\" rel=\"noopener\">Taurus<\/a>. And when taking our <a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\">latest quiz<\/a> to find out if you\u2019re a Dreamer, Builder, or Maker, I am a Maker.<\/p>\r\nAm I defined by these distinctions? No, but it\u2019s fun and can be helpful when collaborating with new\u2014or even old\u2014team members.<\/p>\r\nAfter all, what is marketing, if not a whole team effort? You may wear multiple hats, but ultimately some collaboration is needed to make the best customer experience for the recipients of your marketing strategies.<\/p>\r\n<h3>Are You a Dreamer, Builder, or Maker?<\/h3>\r\nIf you\u2019re familiar with Iterable, or <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>, you\u2019ve no doubt seen our discussions on the <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>. It\u2019s one of the biggest drivers of <a href=\"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\">competitive advantage<\/a> between brands today.<\/p>\r\nIt\u2019s vital, unavoidable and human. And it\u2019s executed by people behind the scenes\u2014teams of Dreamers, Builders and Makers creating memorable customer experiences.<\/p>\r\nThe team aspect is exactly why we created this quiz. While yes, it is fun to know which archetype fits you best, it\u2019s also helpful to know the archetypes of your colleagues and see how you all can work together to successfully connect with your audience.<\/p>\r\n<ul>\r\n\t<li>Dreamers<\/strong> think big and love a good brainstorming session. These are the visionaries with an eye on the future, always looking for growth opportunities for their teams and the business at large.<\/li>\r\n\t<li>Builders<\/strong> develop the foundation upon which everything is possible. They are problem solvers who mitigate future issues and empower those around them to succeed.<\/li>\r\n\t<li>Makers<\/strong> are creators and storytellers at their core. They collect insights from multiple sources and foster connections with audiences.<\/li>\r\n<\/ul>\r\n<h3>A Community for a Better Customer Experience\u00a0<\/h3>\r\nEach of these archetypes plays a crucial role in the customer experience. From thinking strategically to focusing on data and personalization, a team full of Dreamers, Builders and Makers sets a brand up for a customer experience that bridges the gap between brand and consumer, forging a deeper connection with the user.<\/p>\r\nTo foster that human connection, Activate Live this year is focused on anyone involved in the customer experience. Consumer expectations are sky-high, acting as a unified challenge for brands to step up their game and individualize the experience at scale.<\/p>\r\nBut a few things often get ignored in this challenge. Firstly, there is no separation between consumers and marketers. Marketers in their own rights are consumers, so the customer experience should reflect this fact in its ability to connect people.<\/p>\r\nSecondly, you\u2019re not alone. Brands all over the world are facing similar challenges\u2014no matter the industry or size. Activate Live is about creating a community for the Dreamers, Builders and Makers to come together, share ideas and take action together to improve the collective customer experience.<\/p>\r\nWe encourage you to <a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\">take the quiz<\/a> and discover your archetype, and then <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">register for Activate Live\u2014it's free<\/a>. The content of the conference is tailored to Dreamers, Builders and Makers, which will help you find like-minded professionals from companies around the globe.<\/p>\r\nTogether you can exchange insights, creative ideas and storytelling tactics to bring back to your teams.\u00a0<\/p>\r\nWho knows, you might even learn a little about yourself in the process!\u00a0<\/p>\r\n<a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-12554\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/ITE_DBM-Quiz_CTA-Banner.png\" alt=\"\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Dreamer, Builder, Maker: What Type of Marketer Are You?","post_excerpt":"The best customer experiences are created by teams. Find out whether you're a Dreamer, Builder, or Maker by taking this quiz. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dreamer-builder-maker-what-type-of-marketer-are-you","to_ping":"","pinged":"","post_modified":"2021-02-25 08:34:39","post_modified_gmt":"2021-02-25 16:34:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12491","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/"},{"ID":12518,"post_author":"7","post_date":"2021-02-24 08:55:07","post_date_gmt":"2021-02-24 16:55:07","post_content":"The martech community is flooded with a lot of noise: With thousands of companies pushing similar messaging and selling \u201cthe best\u201d marketing solutions, it\u2019s hard to know which suits your business\u2019s particular needs.<\/p>\r\nIn our latest installment of \u201cAsk an Iterator,\u201d we ask Leon Grant, Enterprise Account Executive here at Iterable, to demystify the process and help navigate your brand through the noise.<\/p>\r\n<h3>Ask an Iterator: Leon Grant<\/h3>\r\nLeon was Iterable\u2019s first Account Executive in the London office, which <a href=\"https:\/\/markets.businessinsider.com\/news\/stocks\/iterable-takes-first-step-to-expand-international-operations-with-london-office-1028571574\" target=\"_blank\" rel=\"noopener\">opened officially in 2019<\/a>. While his primary responsibility is growing Iterable\u2019s business territory in EMEA, Leon mentors others in his professional network and is a husband with two children under four years old.<\/p>\r\nAt Iterable, Leon is also an active member of the <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Black at It<\/a> affinity group, which was created as a space for community, discussion and empowerment for Black employees at Iterable.<\/p>\r\nAfter completing his BSc (Hons) from the University of Nottingham, Leon jumped right into the marketing world. Now he has more than 12 years of experience in sales and marketing under his belt, having worked for key players in the tech industry, like Microsoft, Salesforce and Norwegian scale-up, Gelato.<\/p>\r\nLeon is here to share his experience in sales and partnerships, and to celebrate Black History Month by providing insights and guidance on how brands can effectively champion diversity and inclusivity, and make an impact on the industry at large.<\/p>\r\nLet\u2019s get into it!<\/p>\r\n<h4>Tell us a little more about your work.<\/h4>\r\nAs an Enterprise Account Executive or AE, I am responsible for growing our business, by recruiting new business. The key for me to do my job well is to really understand the macro and micro goals of the organisations that I\u2019m speaking with.\u00a0<\/p>\r\nOnce I can fully wrap my mind around their goals, I can then ask important questions about the roadblocks that are getting in the way of reaching their full potential. Many of the issues I identify with the client have to do with a \u201chow-to,\u201d like, <a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener\">\u201chow-to\u201d grow their audience<\/a> and scale effectively and efficiently.<\/p>\r\nThis process allows me to share appropriate opinions, recommend accurate tools and provide helpful documentation to add value to them. I want all of our customers to be successful. I know I\u2019m doing my job right when they have had a memorable experience.<\/p>\r\n<h4>What is the most common question you get asked on the job?<\/h4>\r\nThe martech marketplace is crowded with a lot of noise, and companies have similar messages. As a brand, it\u2019s hard to decide who to partner with when you\u2019re pitched the same thing over and over again. So understandably, the most common question I\u2019m asked now is, \u201cWhat makes Iterable different?\u201d\u00a0<\/p>\r\nOf course, I have the freedom to go in a few directions when I respond, but I typically turn to the two themes that I believe make our work stand out (I mean, they were pivotal to my choosing Iterable): culture and tech.<\/p>\r\nIn culture: Our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">four company values<\/a>\u2014trust, humility, balance, and maintaining a growth mindset\u2014guide us as we grow. They inform everything we do, so our partners are rest assured that transparency, ethics, performance and empathy are always prioritized.<\/p>\r\nThat\u2019s something that, as a brand, you don\u2019t usually find out until further down the line. It makes me feel confident in my work, and the experience I\u2019m providing when I can point to our core principles as key differentiators.<\/p>\r\nIn tech: Think about this for a minute. Let\u2019s say you keep your customer data in Salesforce, and use another platform to nurture leads, and use Sprout Social to manage your social media marketing efforts. You probably have Google Analytics set up on your website and on and on and on.\u00a0<\/p>\r\nEach platform was built with the idea that their insights and data are the most important. Therefore, you end up wasting a lot of time bouncing from report to report in each platform in order to try and piece together the whole story. The odds are pretty high that you\u2019re missing critical pieces of the story.<\/p>\r\nThat piece is likely the difference between a good and a great customer experience.\u00a0<\/strong><\/p>\r\nWith Iterable, you do not have to look for your data or hope you have all the pieces together to create a cohesive customer experience. Our customers can leverage all of the data they have. Ultimately, they can do more clever stuff, faster.<\/p>\r\nData flexibility is a unique differentiator. It\u2019s what powers unified customer experiences and enables you to leverage all your data and engage customers with messages they love, on channels they prefer.<\/p>\r\n<h4>What\u2019s next for brands?<\/h4>\r\n2020 was a hard year for everyone\u2014especially brands. From the COVID-19 pandemic to social justice issues like the Black Lives Matter movement and the 2020 U.S. election cycle, consumers had a lot to digest. At the top of their list? How brands responded to these issues and <a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">built brand trust<\/a>.<\/p>\r\nWhile building brand trust seems like an uphill battle, I think it\u2019s pretty simple: Stand for something. Customers shop with brands they connect with emotionally, so sending out messaging that resonates with their base is really critical.<\/p>\r\nWhat does this mean in action? If your customer base is mostly Black women, then you should communicate your stance on reproductive rights and send out supportive messages during <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a>. If your customer base is made up of parents, communicate how your company provides competitive parental leave or <a href=\"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/\" target=\"_blank\" rel=\"noopener\">share work-life balance tips<\/a> during this difficult time.<\/p>\r\nThe point is\u2014be authentic in your messaging. Take a stand on issues that matter to your audience. And be open-minded and ready to learn. That\u2019s how you will reach customers.<\/p>\r\n<h4>How can brands get smarter about their marketing?<\/h4>\r\nIt was really cool to see all of these companies turn to cause-driven marketing and social activism to connect with customers last year. And now customers are talking about how they can augment their efforts in 2021.<\/p>\r\nI think the most effective way to level up their authentic selves this year is to get smart with their tech. Or, in other words, get \u201csmart\u201d tech.<\/p>\r\nLast year, our product team set out to build easy yet powerful AI tools that complement today\u2019s marketers. The goal was to create an intuitive AI solution to empower marketers to deliver more meaningful experiences to customers\u2014all without replacing the authenticity and empathy in their messaging.<\/p>\r\nWith the focus that brands will have in 2021 on building brand trust and authentic experiences for customers, <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a> is really a no-brainer for our customers this year. My accounts are really ecstatic to try it out. They\u2019re excited to finally understand how customers feel about their brand, in real time and across channels.<\/p>\r\nWho wouldn\u2019t want to use a tool that helps marketing teams develop intelligent and informed strategies?<\/p>\r\n<h4>It is no secret that the tech industry has had a long-standing <a href=\"https:\/\/www.wired.com\/story\/five-years-tech-diversity-reports-little-progress\/\" target=\"_blank\" rel=\"noopener\">diversity and inclusion problem<\/a>. From your perspective, what do you think the wider tech community could be doing to increase diversity in the workplace?<\/h4>\r\nI think it all starts with education. STEM ambassadors here in the U.K. play a vital role in opening the possibilities and options of careers to children of school age. I strongly believe that those working in tech have a responsibility to share their experiences and encourage the next generation.<\/p>\r\n<h4>You mentioned that culture was a primary driver of you joining us, so how would you describe Iterable?<\/h4>\r\nThere are three words I would use to describe Iterable: supportive, inclusive and creative.<\/p>\r\nSupportive, because our entire company lives by our four core values, one of which is Balance. Of course, we have formal measures in place to cement this value in our culture\u2014like our monthly Balance Days, flexible time off and sabbatical leaves.<\/p>\r\nBut the support is more ingrained, and I really feel that everyone around me cares about my health, happiness, personal and professional growth. It\u2019s a great feeling.<\/p>\r\nInclusivity is, of course, hard to pinpoint, but I think our Iterable Affinity Groups are indicative of this trait. Affinity Groups are created and run by employees who share a common community or identity, and they play a vital role in ensuring an inclusive environment where all are valued and empowered to succeed.<\/p>\r\nI\u2019m a proud member of Black at It, an Affinity Group with a powerful mission\u2014to promote an inclusive environment through community, events and discussions that create cultural awareness and uplift Black employees at Iterable.<\/p>\r\nThe group has allowed me to connect with people in the company that I wouldn't in my usual day-to-day job. The best part is the education. I leave each session more informed than the last, and that is what we need for a progressive society. We have a ton of fun\u2014from debates on Black hair to guest speaking engagements, our group is helping spread education and inclusivity, and have fun doing it!<\/p>\r\nAs for the creative, all you have to do is join this year\u2019s <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>. It\u2019s a virtual event, available to everyone around the world, and really drives home a message: the best customer experiences are facilitated by the best products and enabled by the best people. You\u2019ll find all of that here at Iterable.<\/p>\r\n<h3>Take the Next Step With Iterable<\/h3>\r\nYour customers have high expectations for your brand. They want to feel connected, respected and valued. To accomplish this, you must build an unforgettable customer experience\u2014one that\u2019s cross-channel, cohesive and personal.<\/p>\r\nTake a step closer to your customers this year and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> with our team! You\u2019ll be connected with a member of our team who, like Leon, is passionate about progress and personalization.\u00a0<\/p>","post_title":"Ask an Iterator: Leon Grant on the Power of Experience","post_excerpt":"In our latest installment of \u201cAsk an Iterator,\u201d Leon Grant, Enterprise Account Executive at Iterable, helps navigate your brand through the noise.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-leon-grant-power-experience","to_ping":"","pinged":"","post_modified":"2021-02-24 08:55:07","post_modified_gmt":"2021-02-24 16:55:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12518","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-leon-grant-power-experience\/"},{"ID":12381,"post_author":"74","post_date":"2021-02-22 02:54:55","post_date_gmt":"2021-02-22 10:54:55","post_content":"Oftentimes the thought of revamping your MarTech stack might seem daunting and you might not know where to start! With so many platform options, technical requirements and budget considerations the process can seem overwhelming... but fear not, our experts are on hand to help! Join our webinar on Vendor Selection for CRM Tools with a fireside chat featuring marketing experts from Pandora, Holistic Email Marketing, and Iterable, as we discuss how to start your vendor selection journey, and build out your customer experience requirements.<\/p>\r\n \r\nJoin us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Key considerations when building your MarTech Stack<\/li>\r\n\t<li>The pros and cons of running an RFP<\/li>\r\n\t<li>The role data plays within your customer experience<\/li>\r\n<\/ul>","post_title":"Vendor Selection for CRM Tools","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vendor-selection-for-crm-tools","to_ping":"","pinged":"","post_modified":"2021-02-22 11:51:20","post_modified_gmt":"2021-02-22 19:51:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&p=12381","menu_order":2,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/vendor-selection-for-crm-tools\/"},{"ID":12375,"post_author":"71","post_date":"2021-02-18 15:02:24","post_date_gmt":"2021-02-18 23:02:24","post_content":"For every dollar of capital raised, start-ups founded by women generated $0.78 while male-founded start-ups generated just $0.31, according to CNBC. Yet, female-founded brands account for just 2.2% of overall venture capital funding (Forbes).<\/p>\r\nJoin us for a fireside chat with female-founded brands to hear how they\u2019re driving unprecedented growth and proving the disruptive power of female-founded brands.<\/p>\r\nModerated by Co-Founder of Iterable\u2019s Women\u2019s Network, Tasmin Singh, this session will cover:<\/strong><\/p>\r\n<ul>\r\n\t<li>How these female-founded DTC brands are championing growth<\/li>\r\n\t<li>What it takes to build a loyal audience\u2014and increase their lifetime value<\/li>\r\n\t<li>The unique challenges and opportunities of women-led organizations<\/li>\r\n<\/ul>","post_title":"How Female-Founded Brands Disrupted Their Categories and Built Loyal Audiences","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"female-founded-brands","to_ping":"","pinged":"","post_modified":"2021-03-01 11:20:40","post_modified_gmt":"2021-03-01 19:20:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&p=12375","menu_order":5,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/female-founded-brands\/"},{"ID":12323,"post_author":"35","post_date":"2021-02-18 09:52:31","post_date_gmt":"2021-02-18 17:52:31","post_content":"Experiences are tied to <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">memories<\/a>. Good or bad, you remember how an experience makes you feel. For the customer experience, this memory can make or break the customer\u2019s decision whether to interact with your brand again.\u00a0<\/p>\r\nWith lifestyles being forced to adapt in the face of COVID-19, themes of <a href=\"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/\" target=\"_blank\" rel=\"noopener\">trust<\/a> and <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> became prominent drivers in the marketing world. Consumer expectations shifted and were raised. Brands are now expected to create a conversation with customers, treating them more as a person than the next transaction.\u00a0<\/p>\r\nAs we move forward into 2021, it\u2019s important to take stock of how influential a memorable customer experience truly is. And so, we\u2019ve curated 18 key stats that show you just that.<\/p>\r\nTake a look and let us know your favorite one on social!<\/p>\r\n<h3>Key Customer Experience Stats<\/h3>\r\n<h4>Great Experiences Are Required<\/h4>\r\n<ul>\r\n\t<li>Brands with better customer experience see 5.7 times more revenue than competitors with weaker customer experience (Source: <a href=\"https:\/\/www.retailcustomerexperience.com\/blogs\/why-personalization-is-key-for-retail-customer-experiences\/\" target=\"_blank\" rel=\"noopener\">Retail Customer Experience<\/a>)<\/li>\r\n\t<li>Customers cite feeling underappreciated as their top reason for switching brands (Source: <a href=\"https:\/\/www.vonage.com\/resources\/publications\/global-customer-engagement-report-2020\/\" target=\"_blank\" rel=\"noopener\">Vonage<\/a>)<\/li>\r\n\t<li>Two-thirds of companies compete on customer experience, up from 36% in 2010 (Source: <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/key-findings-from-the-gartner-customer-experience-survey\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/li>\r\n\t<li>71% of consumers find impersonal experiences frustrating (Source: <a href=\"http:\/\/grow.segment.com\/Segment-2017-Personalization-Report.pdf\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n\t<li>A good experience is a key influencer of brand loyalties for 73% of consumers (Source: <a href=\"https:\/\/www.pwc.com\/future-of-cx\" target=\"_blank\" rel=\"noopener\">PwC<\/a>)<\/li>\r\n\t<li>After receiving a personalized experience, almost half (49%) of buyers have made impulse purchases (Source: <a href=\"https:\/\/www.globenewswire.com\/news-release\/2017\/10\/25\/1300518\/0\/en\/Segment-Survey-Finds-Consumers-Will-Spend-More-When-Their-Shopping-Experience-is-Personalized-but-Most-Retailers-are-Missing-the-Mark.html\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n<\/ul>\r\n<h4>It Starts With Empathy<\/h4>\r\n<ul>\r\n\t<li>In 2020, 24% of marketers reported more empathy-driven customer communications, while 25% reported more crisis-driven communications (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>71% of customers prefer buying from brands who share the same values (Source: <a href=\"https:\/\/www.5wpr.com\/new\/research\/5wpr-2020-consumer-culture-report\/\" target=\"_blank\" rel=\"noopener\">5W PR<\/a>)<\/li>\r\n\t<li>Only 17% of brands did not make a public statement about social or political issues in 2020 (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>63% of consumers prefer when brands are purpose-driven (Source: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20181205005061\/en\/Majority-Consumers-Buying-Companies-Stand-Issues-Care\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Fueled by Data<\/h4>\r\n<ul>\r\n\t<li>The top three tech stack priorities for marketers in 2021 are marketing automation platforms, data warehouses and customer data platforms (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>78% of marketers plan on using zero-party data to personalize their messaging (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>AI is here. 83% of marketers say they are likely to use AI in their marketing strategies (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>83% of consumers are willing to share their data if that means a more personalized experience (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n\t<li>91% of consumers are likely to shop with brands that provide recommendations relevant to them (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Consistent Across Channels<\/h4>\r\n<ul>\r\n\t<li>60% of B2C brands have a mobile app, another 28% are building an app in 2021 (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>50% of consumers will stop visiting a site if it isn\u2019t mobile-friendly (Source: <a href=\"https:\/\/truelist.co\/blog\/ux-statistics\/\" target=\"_blank\" rel=\"noopener\">TrueList<\/a>)<\/li>\r\n\t<li>Only 12% of shoppers view the mobile shopping experience as the most convenient experience\u20144x less than the desktop experience (Source: <a href=\"https:\/\/www.dynamicyield.com\/article\/50-most-important-dynamicyield-personalization-stats\/\" target=\"_blank\" rel=\"noopener\">Dynamic Yield<\/a>)<\/li>\r\n<\/ul>\r\n<h3>Creating Memories<\/h3>\r\nTo create a customer experience worth remembering, keeping these stats in mind can help reinforce that the work you're doing is worth it. Nobody wants to feel underappreciated, and nobody wants a frustrating experience. Find ways to connect with users that are specific to your brand and authentic in their execution.<\/p>\r\nIf you're looking to learn more about building a memorable customer experience, here are a few resources:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">The Key to Crafting a Memorable Customer Experience<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">First-Party and Zero-Party Data: The Path Forward<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends to Kick Off the New Year<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends: Dissecting the Unexpected<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">Brand Trust Infographic: 2021 Marketing Trends<\/a><\/li>\r\n<\/ul>\r\nThe customer experience is about making connections. And we'd love to connect with you! <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with us about how you can make a memorable experience for your customers.\u00a0<\/em><\/p>","post_title":"18 Customer Experience Stats You Need to Know","post_excerpt":"Here are 18 key customer experience stats to help you make a customer experience that is impactful, individualized and memorable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"18-customer-experience-stats-you-need-to-know","to_ping":"","pinged":"","post_modified":"2021-02-18 09:52:51","post_modified_gmt":"2021-02-18 17:52:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12323","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/"},{"ID":12334,"post_author":"71","post_date":"2021-02-17 13:19:37","post_date_gmt":"2021-02-17 21:19:37","post_content":"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.\u00a0<\/span><\/p>\r\nUsing 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 personalized and empathetic.<\/span><\/p>\r\nWhat you'll learn:<\/b><\/p>\r\n<ul>\r\n\t<li 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\">The six principles needed for building a memorable customer experience<\/span><\/li>\r\n\t<li 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":"2021-02-24 10:40:42","post_modified_gmt":"2021-02-24 18:40:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&p=12334","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/"},{"ID":12307,"post_author":"7","post_date":"2021-02-17 08:09:27","post_date_gmt":"2021-02-17 16:09:27","post_content":"Marketers are people. Marketers are also customers. Yet the traditional brand-customer relationship is one-sided and formal\u2014stripped of the human element. One side tells the other what\u2019s available and the latter makes a choice to buy or not. End of story.\u00a0<\/p>\r\nThat\u2019s not good enough for today\u2019s customers. And that\u2019s not good enough for us.<\/em><\/p>\r\nBut rather than tell you how to build relationships with customers\u2014by focusing on empathy, transparency, and (gasp!) humanity\u2014we\u2019re going to show you on April 7 at <a href=\"http:\/\/iterable.com\/activate\/?utm_medium=brand&utm_source=blog&utm_campaign=keynote-boz\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>.<\/p>\r\nFor the second year in a row, Activate is going completely virtual. This year, we are bringing you stories, insights and strategies you can take with you to make your customer experience memorable. You don\u2019t have to dream of building a long-lasting relationship with your customers anymore.<\/p>\r\nAt Activate, you can make it a reality.<\/p>\r\n<h3>Drum Roll, Please...<\/h3>\r\nWe\u2019re <a href=\"https:\/\/www.prweb.com\/releases\/iterable_announces_netflix_global_cmo_bozoma_saint_john_as_keynote_speaker_for_activate_live_2021\/prweb17735653.htm\" target=\"_blank\" rel=\"noopener\">thrilled to announce<\/a> that Bozoma Saint John, CMO of Netflix, will kick off the conference! At 8 a.m. PT, Bozoma will join <a href=\"https:\/\/www.linkedin.com\/in\/tashareasor\/\" target=\"_blank\" rel=\"noopener\">Tasha Reasor<\/a>, our VP of Demand Generation and Customer Marketing, for a fireside chat to discuss customer experience and inclusive marketing.<\/p>\r\nBozoma Saint John, a globally recognized marketing icon with 20 years of experience under her belt, needs no introduction. But why not learn a bit more about our Activate headliner?<\/p>\r\n<h3>Meet \u201cBadass Boz\u201d<\/h3>\r\nBorn in Connecticut and raised in Ghana, Saint John graduated from Wesleyan University, and\u2014like so many young (and starry-eyed) professionals\u2014moved to New York City. After a stint of job-searching, Bozoma was directed to a temp agency that eventually landed her with a job answering phones for Spike Lee. Her career in marketing and management started there, when she was asked to review one of Spike Lee's scripts. A few marks of a red pen sent her from answering phone calls to managing accounts. From there, she moved from intern to icon with Apple, Beats and Pepsi, and she was quickly named the Chief Brand Officer at Uber.<\/p>\r\nFast forward to today: Bozoma Saint John <a href=\"https:\/\/about.netflix.com\/en\/about-us\" target=\"_blank\" rel=\"noopener\">joined Netflix as CMO<\/a> in June 2020, after she held the same role at Endeavor. Importantly, Bozoma has been recognized for her breakthrough work by both the industry and her peers, having been inducted into the American Advertising Federation Hall of Achievement in 2014. Additionally, Bozoma serves on the boards of Girls Who Code and Vital Voices, and in March 2017, she was named as a Henry Crown Fellow by the Aspen Institute.<\/p>\r\nWe are beyond honored to have Bozoma Saint John at Activate. Just ask our co-founder and CEO <a href=\"https:\/\/www.linkedin.com\/in\/hjzhu\/\" target=\"_blank\" rel=\"noopener\">Justin Zhu<\/a>:<\/p>\r\n<blockquote>\r\n\u201cWe are beyond honored to welcome Bozoma Saint John, Global Chief Marketing Officer at Netflix, as the keynote speaker at this year\u2019s Activate Live. We value authenticity, creativity and strategy when creating memorable customer experiences, and we admire how Bozoma Saint John champions this approach with tenacity.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>For the Dreamers, Builders and Makers<\/h3>\r\nToday\u2019s consumers expect more from brands. The customer experience now is about <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>. It\u2019s about humanization.<\/p>\r\n<a href=\"http:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> is for anyone who wants to connect with their customers on a personal level. To make it a little more personal for you, we want to recognize your talents. Because to us, you are the dreamers, builders, and makers that create memorable experiences for your customers:<\/p>\r\n<ul>\r\n\t<li>Dreamers<\/strong>: Dreamers constantly have an innovative, clear eye on the future. They think big and identify the direction of your brand and ensure customers grow along with the business.<\/li>\r\n\t<li>Builders<\/strong>: Builders thrive when solving problems and shaping the foundation on which the business succeeds. They construct products that bring customers joy and create the best infrastructure to empower brand growth.<\/li>\r\n\t<li>Makers<\/strong>: Makers foster connections directly with customers. They craft strategies and tactics that promote long-term relationships and satisfy the customer\u2019s call for individualization.<\/li>\r\n<\/ul>\r\n<h3>Authentic Experiences. Empowered Connections.\u00a0<\/h3>\r\nThe three archetypes above make up our customer base. Iterable is about helping brands create memorable customer experiences for their customers, so Activate does the same.<\/p>\r\nEach archetype will be symbolized by its own color (and corresponding hues) to help guests customize the experience to what they want to learn. For a truly customized experience, you can attend sessions in one track or jump between tracks:<\/p>\r\n<h4>Track One: Building a Memorable Experience<\/h4>\r\nBest Suited for Dreamers and Makers<\/em><\/p>\r\nIn this foundational track, you will find sessions illustrating how to approach building a customer experience that includes empathy, values and personal connection. These sessions show you how to use tools at your disposal to communicate at the individual level.<\/p>\r\n<h4>Track Two: The Customer Experience in Practice<\/h4>\r\nBest suited for Builders and Makers<\/em><\/p>\r\nIn our practical track, you will learn how to take action right away. From journey mapping to gleaning insights from massive data sets, the sessions in this track delta what steps needed to be taken to improve the customer experience.\u00a0<\/p>\r\n<h3>Save Your Spot to Join Bozoma Saint John at Activate<\/h3>\r\nYes, Activate is live and 100% free\u2014which means that no matter where you are in the world, you can join a community of marketing dreamers, builders and makers.<\/p>\r\n<a href=\"http:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Save your spot<\/a> to see speakers, like Bozoma Saint John, rock the stage and pave the future of marketing.<\/p>","post_title":"Bozoma Saint John, CMO of Netflix, to Speak at Activate Live","post_excerpt":"We\u2019re thrilled to announce that Bozoma Saint John, CMO of Netflix, will be our headlining keynote speaker at Activate Live on April 7.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"bozoma-saint-john-cmo-netflix-activate-live","to_ping":"","pinged":"","post_modified":"2021-02-17 10:00:32","post_modified_gmt":"2021-02-17 18:00:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12307","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/"},{"ID":12287,"post_author":"7","post_date":"2021-02-16 08:22:55","post_date_gmt":"2021-02-16 16:22:55","post_content":"With such tumultuous times brought on by the global pandemic, 2020 was the year of <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">marketing with empathy<\/a>, but it was also the year that put <a href=\"https:\/\/www.decisionmarketing.co.uk\/news\/brands-go-on-moral-crusade-to-keep-customers-on-board\" target=\"_blank\" rel=\"noopener\">ethics in the spotlight<\/a>, as brands around the world asked themselves important, mission-driven questions, like:<\/p>\r\n<ul>\r\n\t<li>How do we address and fight against racial injustice?<\/li>\r\n\t<li>Should we take sides in the 2020 U.S. presidential election?<\/li>\r\n\t<li>How do we authentically express our corporate values?<\/li>\r\n<\/ul>\r\nWhile certainly much of businesses' concerns revolved around staying afloat financially during lockdowns and store closures, equally as critical was the conversation around building brand trust and connecting with customers in a deep, meaningful way.<\/p>\r\nTo find out how marketers have altered their messaging priorities in the past year, we recently <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>2020 effects on consumer communications will not fade.<\/li>\r\n\t<li>Cause-driven marketing campaigns will continue.<\/li>\r\n\t<li>Marketers will push brands to be even more socially active.<\/li>\r\n<\/ol>\r\nBut those findings are just the high-level summary of how marketers will earn consumer confidence this year.<\/p>\r\nCheck out our brand trust infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\nInside you'll learn:<\/p>\r\n<ul>\r\n\t<li>The top social issues marketers made public statements about in 2020<\/li>\r\n\t<li>The most popular tactics used in campaigns to support specific causes<\/li>\r\n\t<li>The reasons why marketers think brands should (and shouldn't) remain politically neutral<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\nClick on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_12288\" align=\"alignnone\" width=\"1500\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\"><img class=\"wp-image-12288 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\" alt=\"2021 Marketing Trends: Brand Trust Infographic\" width=\"1500\" height=\"10078\" \/><\/a> Click the brand trust infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Brand Trust in 2021: What Morality Has to Do With Marketing<\/h3>\r\nEthics and morality are critical components of building trust in a brand, and our research highlights marketers' success in communicating with sensitivity on the multitude of issues about which customers are passionate.<\/p>\r\nAs the data shows, tapping into how customers are feeling will be a top priority this year, because only by understanding their emotions and values can brands communicate with tact. The more mindful we are of their perspective, the more effectively we can connect with them.<\/p>\r\nWant to dive even deeper into our survey findings and learn how today's top brands are leading the conversation around social activism? <a href=\"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/\" target=\"_blank\" rel=\"noopener\">Join us in our next webinar<\/a>, \"Building Brand Trust in a Year Like 2021,\" on Thursday, Feb. 25.<\/p>","post_title":"Brand Trust Infographic: 2021 Marketing Trends","post_excerpt":"Check out our brand trust infographic for key takeaways and statistics that can guide your 2021 marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-trust-infographic","to_ping":"","pinged":"","post_modified":"2021-02-16 08:22:55","post_modified_gmt":"2021-02-16 16:22:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12287","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/brand-trust-infographic\/"},{"ID":12253,"post_author":"7","post_date":"2021-02-11 07:37:34","post_date_gmt":"2021-02-11 15:37:34","post_content":"You\u2019ve scheduled your email marketing campaign to launch\u2014the copy has been proofread several times, your brand team has signed off on all the creative and you\u2019ve double-checked that all your links are working. But, have you confirmed that your campaign meets the best practices for email accessibility?<\/p>\r\nAccessibility should be at the forefront of conversations around ensuring that your emails are considered best in class, but often those conversations don\u2019t happen and best practices aren\u2019t followed.<\/p>\r\n<a href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\/\" target=\"_blank\" rel=\"noopener\">According to Litmus<\/a>, 77% of brands say email accessibility is a priority for them, but in practice, only 8% say they actually follow industry best practices for accessibility.<\/p>\r\nSo let\u2019s improve that.<\/p>\r\nBefore we talk about how to make the changes, let\u2019s take a small detour to look at why this is so important and needs to be a conversation involving your entire team.<\/p>\r\nGlobally, people with disabilities represent one in four people, and if that\u2019s not enough to get your team\u2019s attention, <a href=\"https:\/\/www.rod-group.com\/content\/rod-research\/edit-research-design-delight-disability-2020-annual-report-global-economics\" target=\"_blank\" rel=\"noopener\">this group has $1.9 trillion in disposable income<\/a>. For making content accessible to this group there\u2019s a wide range of use cases to think through\u2014vision, cognitive, motor, reading and hearing impairments all need to be considered.<\/p>\r\nAbove all else, I firmly believe that improving accessibility improves the experience for everyone. My favorite example of this is wheelchair ramps on sidewalks. Sure, they were created for people in wheelchairs to easily get on and off sidewalks but a wide range of groups also benefit: the woman with the walker, the dad with a packed stroller, the business professional with a set of luggage or the commuter on their bike.<\/p>\r\nSo let\u2019s dive in with how you can create accessible content.<\/p>\r\n<h4>1. Follow subject line and preheader best practices<\/h4>\r\nYour subject line and preheader are a great place to start. Like most subject line best practices, you want to make sure that your subject lines are concise and descriptive, but not full of jargon. Any abbreviations that might be obvious to you have the potential to be difficult to be understood when being read by a screen reader.<\/p>\r\n<h4>2. Consider how emojis might be read out loud<\/h4>\r\nEmojis\u2014love them or hate them\u2014can be used in subject lines if they fit with your brand voice, but be mindful of how they could be read by a screen reader or a virtual assistant like Siri or Alexa.<\/p>\r\nLet\u2019s take a look at the subject line below.<\/p>\r\n\r\n[caption id=\"attachment_12260\" align=\"alignnone\" width=\"528\"]<img class=\"size-full wp-image-12260\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Email-Accessibility-Subject-Line.png\" alt=\"Email accessibility subject line: "What's 5 stars & 3 for $60?"\" width=\"528\" height=\"60\" \/> Assess whether your use of emojis is truly accessible.<\/em>[\/caption]\r\n\r\nThis might be read as \u201cWhat\u2019s 5 Stars & 3 For $60?\u201d but a screen reader will read it as \u201cWhat\u2019s yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star and $3 for $60?\u201d<\/p>\r\nSo if you\u2019re using emojis, make sure that your meaning is still easily communicated to those that might be using assistive technologies.<\/p>\r\n<h4>3. Make your content is readable with a passing color contrast ratio<\/h4>\r\nThe color palette for your brand and your emails is essential to your brand, but also to your readers. \r\n\u00a0 \r\nThe color contrast ratio is the ratio between the background and the foreground color and the basis for making sure that your communications are easily readable. Determining readability can be more scientific than getting a \u201clooks good to me\u2014approved!\u201d from your team. At a minimum, email colors should have a ratio of at least 4.5:1.<\/p>\r\nFor comparison purposes: White text on a light gray background has a contrast ratio of 1.19:1 while white text on a black background has a contrast ratio of 15.04:1.<\/p>\r\n<h4>4. Ensure you\u2019re not communicating information by just using colors<\/h4>\r\nWith color blindness, some of your customers might not be able to differentiate between certain colors, so you need to consider how you\u2019re communicating outside of using colors. Do you use blue to show a few words of your content are hyperlinked or are you showing swatches of your latest colorways?<\/p>\r\nConsider adding other indicators: Underline your hyperlinks to show a differentiation between the rest of your copy or add the name of the colorway rather than relying on a swatch or visual representation.<\/p>\r\n<h4>5. Don\u2019t get too wild with animations<\/h4>\r\nGIFs (you can choose-your-own-adventure on the pronunciation) are cool, but make sure that you\u2019re being conscious of how they can affect your customers. Animations shouldn\u2019t be too fast or have the ability to cause dizziness or vertigo to those who might have a visual sensitivity.<\/p>\r\nThey also shouldn\u2019t contain any excessive blinking or flashing, which could contribute to a seizure. You should also consider how long you need your animation to play as it can detract from some users being able to focus on the rest of your content.<\/p>\r\n<h4>6. Alt text is a must-have<\/h4>\r\n<a href=\"https:\/\/www.w3.org\/TR\/WCAG20\/#text-equiv\" target=\"_blank\" rel=\"noopener\">The Web Content Accessibility Guidelines<\/a> say \u201call non-text content that is presented to the user has a text alternative that serves the equivalent purpose.\u201d Enter alt text. Alt text is shown to users when the image doesn\u2019t display; it\u2019s also what screen readers use to read through non-text elements of an email. Alt text is also non-negotiable.<\/p>\r\nIf you have images (or GIFs) you need to make sure that you\u2019re communicating that same information through alt text. This seems simple, but there are a few \u201cdon'ts\u201d to keep in mind:<\/p>\r\nDon\u2019t:\u00a0<\/strong><\/p>\r\n<ul>\r\n\t<li>Start with \u201can image of\u2026\u201d\u2014the screen reader will already be relaying that this is an image<\/li>\r\n\t<li>Add alt text to decorative elements\u2014leave the alt attribute blank instead<\/li>\r\n\t<li>Skip adding alt attributes altogether on images\u2014the screen reader will read the file path instead!<\/li>\r\n<\/ul>\r\n<h4>7. Use semantic elements in your code whenever possible<\/h4>\r\nThese are elements that clearly define the content like <section>, <h1>, <h2>, and . These allow screen readers to easily navigate the content, which in turn creates a better user experience for those using screen readers.<\/p>\r\n<h4>8. Set the language attribute within your HTML<\/h4>\r\nYou can set the language attribute at the top of your HTML to identify the language that your content is in. Screen leaders can switch language profiles to ensure the correct accent and pronunciation is used.<\/p>\r\n<h4>9. Keep font size readable and CTAs clickable<\/h4>\r\nWe\u2019ve already talked about readability with color, but you don\u2019t want to take a step back and use too small of a font size. Text should be 14px at a minimum and even then, you\u2019ll want to make sure that your emails can still be read when zoomed up to 200% for those who need it.<\/p>\r\nSimilarly, for CTA buttons, just because someone is viewing your email on a small screen like their phone, that doesn\u2019t mean the CTA buttons should be small. Ensure that you have a large enough touch target that someone can click it with ease. In its <a href=\"https:\/\/developer.apple.com\/design\/human-interface-guidelines\/ios\/visual-design\/adaptivity-and-layout\/\" target=\"_blank\" rel=\"noopener\">Human Interface Guidelines<\/a>, Apple recommends touch targets with a size of 44 x 44 pixels.<\/p>\r\nTo help support customers who might have hand tremors or difficulty controlling a mouse, you also want to make sure the entire button is clickable, rather than just the text to avoid any frustration when trying to click.<\/p>\r\n<h3>Improving Email Accessibility: How to Get Started<\/h3>\r\nSo you\u2019ve read through this, and you\u2019re not sure where to start? Take a look at your latest campaign and do a quick email accessibility audit!\u00a0<\/p>\r\nA few sample questions:\u00a0<\/p>\r\n<ol>\r\n\t<li>Do you have alt text on all of your images?<\/li>\r\n\t<li>Is the language set at the top of your HTML?<\/li>\r\n\t<li>If you use a screen reader, is your content easily understandable and logical?<\/li>\r\n\t<li>Do your CTAs provide enough room to easily click on them (desktop and mobile)?<\/li>\r\n\t<li>Does your color scheme pass the color contrast ratio?<\/li>\r\n<\/ol>\r\nFrom there, you can create your own checklist for your team to reference to make sure you\u2019re following through on accessibility best practices.<\/p>\r\nWant to modernize your email marketing? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"9 Tips to Improve Your Email Accessibility","post_excerpt":"Improving email accessibility improves the customer experience for everyone, so let\u2019s dive in with how you can create accessible content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"9-tips-improve-email-accessibility","to_ping":"","pinged":"","post_modified":"2021-02-11 07:37:34","post_modified_gmt":"2021-02-11 15:37:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12253","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/9-tips-improve-email-accessibility\/"},{"ID":12199,"post_author":"47","post_date":"2021-02-08 10:30:06","post_date_gmt":"2021-02-08 18:30:06","post_content":"Between the global pandemic, social unrest and the turbulent U.S. election cycle, 2020 put brands to the test. How do marketers communicate corporate values and build consumer trust when \u201cunprecedented times\u201d becomes the ultimate cliche?<\/span><\/p>\r\nIterable surveyed 500 B2C marketers around the world to examine how brands responded to events in 2020 and what\u2019s in store for them this year.<\/span><\/p>\r\nCome for this highly interactive webinar and discover:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\">If the words behind marketers\u2019 messaging actually matched their actions<\/span><\/li>\r\n\t<li style=\"font-weight: 400\">What role ethics play when deciding whether to be politically neutral<\/span><\/li>\r\n\t<li style=\"font-weight: 400\">How leading businesses pivoted their marketing to build trust<\/span><\/li>\r\n<\/ul>","post_title":"Building Brand Trust in a Year Like 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"building-brand-trust-in-a-year-like-2021","to_ping":"","pinged":"","post_modified":"2021-02-25 10:46:48","post_modified_gmt":"2021-02-25 18:46:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&p=12199","menu_order":4,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/"},{"ID":12136,"post_author":"7","post_date":"2021-02-08 08:29:59","post_date_gmt":"2021-02-08 16:29:59","post_content":"A core part of any initiative to improve diversity, inclusion, equity and belonging is fostering a work environment that is supportive of all experiences. Parents especially are experiencing perhaps the <a href=\"https:\/\/time.com\/5934785\/dear-parents-its-not-just-you-raising-a-teen-now-is-really-hard\/\" target=\"_blank\" rel=\"noopener\">most difficult balancing act yet<\/a>, as they take on distance learning, remote work and childcare during a global pandemic.<\/p>\r\nIn a recent survey we conducted among members of Iterable\u2019s #parenting Slack channel, we found, among many insights:<\/p>\r\n<ul>\r\n\t<li>54% of respondents split childcare responsibilities with a domestic partner, 21% have the support of extended family and friends, 8% have a full-time caretaker, 4% have a part-time caretaker and 13% support their families all on their own.<\/li>\r\n\t<li>92% of parents altered their work schedules to take care of their children.<\/li>\r\n\t<li>Weekends are spent primarily spending quality time with family and catching up on housework.<\/li>\r\n<\/ul>\r\nWe sat down to interview several Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to child-rearing while working from home. We hope their open and honest conversation provides reassurance that everyone struggles to find balance in their lives and that we\u2019re all doing the best we can.<\/p>\r\nSo with that said, let\u2019s meet our panel!<\/p>\r\n<img class=\"alignnone size-full wp-image-12137\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_Team.png\" alt=\"Meet the Team: Parents at Iterable\" width=\"1200\" height=\"810\" \/><\/p>\r\n<h3>An Iterable Q&A on Parenting During a Pandemic<\/h3>\r\n<h4>Please provide background information about your parenting experience.<\/h4>\r\n<h5>(Number of children, their ages, your marital status, and whether your partner works outside the home.)<\/h5>\r\nSanam<\/strong>: I have two kids, boy and girl twins, age 7.<\/p>\r\nMike<\/strong>: I have (almost) three children: a 4-year-old girl (Pippa), a 2-year-old boy (Senan) and a baby that is due in 11 days (!). I am married to a wonderful woman, Mairead, who is currently on maternity leave.<\/p>\r\nKrishna<\/strong>: I\u2019m married and have two kids, ages 4 and 1. My wife is an entrepreneur and works from home.<\/p>\r\nGrace<\/strong>: I have two children, ages 9 and 2. I\u2019m married, and my husband works from home full-time.<\/p>\r\nRyan<\/strong>: I\u2019m married and have two kids (a 3-year-old boy and a 4-month-old girl). My wife is full-time employed (currently on maternity leave).<\/p>\r\nMargie<\/strong>: I am a Single Mother by Choice (SMC) of a 21-month-old girl (Georgia).<\/p>\r\n<h4>Do you have support from extended family or professional caregivers?<\/h4>\r\nSanam<\/strong>: Yes, I have support from my sister and a part-time professional caregiver.<\/p>\r\nMike<\/strong>: No, we recently moved to London and with the pandemic, we\u2019re mostly confined to the house.<\/p>\r\nKrishna<\/strong>: We send our kids to a daycare near us. Between April and November we kept the kids home but sent them back in mid-November.<\/p>\r\nGrace<\/strong>: We have a regular professional caregiver coming in three days a week for a few hours, so that we can get some work done. We do not have family nearby.<\/p>\r\nRyan<\/strong>: Yes, our family is local in the Bay Area so we get support with our toddler during the work week. However, this was not the case for the entirety of this pandemic.<\/p>\r\nMargie<\/strong>: I have an au pair, someone that comes from another country on a visa to work in-house providing childcare. As a single parent, it was the best option for me, especially pre-COVID.<\/p>\r\n<h4>Since the beginning of the pandemic, how has your work schedule changed to take care of your family?<\/h4>\r\nKrishna<\/strong>: Taking care of two young kids is a full-time job in itself, so my wife and I definitely struggled juggling childcare and work. We were lucky to have a friend who lived nearby who helped out for a few months. My work hours are a lot more fixed now: I work from 8 a.m. to 5 p.m. and outside of those hours, I\u2019m available for urgent issues\u2014but for not much else. I\u2019m usually taking care of the kids at that time.<\/p>\r\nGrace<\/strong>: I\u2019ve had to make drastic changes to my schedule. I work longer hours when my kids are asleep to compensate for time spent switching between kids and work. I work the Swing Shift (5 p.m. - 1 a.m. PT) and therefore get most work done when they\u2019re asleep.<\/p>\r\nMike:<\/strong> I\u2019m very fortunate to work for an employer that is flexible when it comes to work-life balance. Sometimes I need to take a few hours off in the morning, but I can catch up on work later in the day. Sometimes I work with the kids running around me, which makes Zoom calls interesting! In fact, the kids have even sat beside me during some interviews. This photo was taken after I interviewed Hannah Francis, on our sales team.<\/p>\r\n\r\n[caption id=\"attachment_12179\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12179 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Mike-McGuire.png\" alt=\"Mike McGuire with his family\" width=\"936\" height=\"702\" \/> Mike McGuire and family, making interviews interesting!<\/em>[\/caption]\r\n\r\n<h4>What has been your biggest challenge of working from home? Biggest reward?<\/h4>\r\nMike<\/strong>: The biggest challenge is the long hours on Zoom. The biggest reward is getting to have breakfast and dinner with my kids. I saw my son\u2019s first steps, which I would have missed if I was in the office.<\/p>\r\nRyan<\/strong>: The challenges have been plentiful, to say the least. However, the biggest has been trying to give my responsibilities equal attention: caring for my family and performing effectively at work. On the flip side, the biggest reward is easily spending all this extra time with my kids. Though it sometimes comes at the cost of my own productivity, this, oddly enough, is a certain kind of joy I would have never known without COVID.\u00a0<\/p>\r\nMargie<\/strong>: The biggest challenge is having a place to work that is functional while being totally separate from my daughter. I have to be mindful of how loudly I talk when she is napping right next to where I am working. The biggest reward is also hearing her in the other room and understanding what her mood is like. I do also enjoy being able to do things like a load of laundry in between calls. It\u2019s nice to have the ability to multi-task some things while at home rather than have to do it when I would get home from work otherwise.<\/p>\r\n<img class=\"alignnone wp-image-12191 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-1-225x300.jpg\" alt=\"Margie Hollister outside with her daughter Georgia\" width=\"225\" height=\"300\" \/> <img class=\"alignnone size-full wp-image-12185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-2.jpg\" alt=\"Georgia playing on Margie's laptop\" width=\"227\" height=\"240\" \/><\/p>\r\nMargie Hollister and her daughter Georgia enjoy working from home and the great outdoors.<\/em><\/p>\r\n<h4>How has your team supported you as a working parent? For those who manage people, how are you supporting the parents on your team?<\/h4>\r\nKrishna<\/strong>: My team has been very understanding and I would say, in general, the entire company has been very empathetic about all the challenges related to this pandemic\u2014childcare being one of them. I\u2019ve asked my leaders to speak to people individually and ask what accommodations we can make to help make our employees' lives a little easier. Expecting 100% efficiency when we are staying home and also taking care of kids is not realistic, and we were honest and up-front about this with our team.<\/p>\r\nGrace<\/strong>: My team is always willing to help when I have to reassign work that I couldn\u2019t get done during my work hours. Every time I meet my manager, he asks how my family is doing and how I feel about work. It\u2019s motivating and mentally relieving to know that my manager cares about my well-being.<\/p>\r\nRyan<\/strong>: The team has been great. Both managers and peers have been supportive of my situation and accommodating to my hours of availability and workloads. I\u2019m grateful that Iterable has taken such a realistic approach to work-life balance during these times.<\/p>\r\n\r\n[caption id=\"attachment_12173\" align=\"alignnone\" width=\"470\"]<img class=\"wp-image-12173 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Ryan-Brelje.jpg\" alt=\"Ryan Brelje at his standing desk with his daughter strapped to his chest\" width=\"470\" height=\"626\" \/> Ryan Brelje takes the standing desk to new heights with his daughter.<\/em>[\/caption]\r\n\r\n<h4>For those who have taken parental leave while working at Iterable, please describe your experience.<\/h4>\r\n<h5>(How long was your leave? How did you prepare before taking leave, and how was transitioning back to full-time work? Any advice to parents about to take leave?)<\/h5>\r\nMike<\/strong>: I am taking four weeks of parental leave in February. Iterable has been incredibly supportive and what has been most heartwarming is the outpouring of support from people across the business. Almost everyone has asked how and if they can support my team while I am away. I am so grateful to be able to spend this important time with my family.<\/p>\r\nRyan<\/strong>: I\u2019ve taken paternity leave twice during my time at Iterable. Both times were great\u2014I took six weeks off after the birth of my kids, and sprinkled the remaining six weeks throughout the rest of the calendar year. I worked closely with my manager to turn down my workload as I drew nearer to my respective due dates to ensure that major projects weren\u2019t at risk of incompletion in my absences. The transitions back are difficult, but manageable. Take it slow, and be communicative of your needs to your managers and teams. They WILL support you!<\/p>\r\nKrishna<\/strong>: I took about two months off for paternity leave, and I took this time off about nine months after the birth of my second kid. My wife took time off when our son was born and we had some family members help out during that time, so I put off my paternity leave for a later point when I knew I could be more helpful. Staggering our parental leave between my wife and me was very helpful for us.<\/p>\r\n\r\n[caption id=\"attachment_12149\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-12149 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Image-from-iOS-scaled.jpg\" alt=\"Krisha Reddy and family during bath time\" width=\"2560\" height=\"1920\" \/> Krishna Reddy balances bath time and beer time with his family.<\/em>[\/caption]\r\n\r\n<h4>Let\u2019s talk about Balance. How do you spend your Balance Days? What activities do you enjoy most to de-stress\u2014with and without your kids?<\/h4>\r\nSanam<\/strong>: Balance Days have been invaluable to me and my family! Just introducing the concept to my kids has been helpful to create the space and dialogue about creating balance in one\u2019s life. We spend those days outdoors and usually hiking a new trail in the Bay Area creating memories together. We plan those days in advance with each one of us getting to plan a part of what we want to do that day, and everyone looks forward to it each month.\u00a0<\/p>\r\nMargie<\/strong>: If possible, I get out for a nice long walk with my dog at Chrissy Field or somewhere local to clear my mind. I usually have childcare on Balance Days, so it is a great way for me to catch up and get to do something for myself. Balance Days are definitely a unique day, different from the weekend for me. They are extra special and a really wonderful benefit for parents.<\/p>\r\nMike<\/strong>: We go on walks! There\u2019s a forest nearby that my daughter calls \u201cThe Fairy Forest\u201d and we go exploring there. It\u2019s great to be away from technology and out in the fresh air.<\/p>\r\n\r\n[caption id=\"attachment_12155\" align=\"alignnone\" width=\"919\"]<img class=\"wp-image-12155 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_6360-919x1024.jpg\" alt=\"Mike McGuire and kids explore the Fairy Forest\" width=\"919\" height=\"1024\" \/> Mike's children exploring the \"Fairy Forest.\"<\/em>[\/caption]\r\n\r\n<h4>What\u2019s your advice to working parents who struggle with Balance in their lives?<\/h4>\r\nSanam<\/strong>: Don\u2019t forget to be kind to yourself when you invariably want to judge your parenting success in that moment or that day. A few months into the pandemic, I apologized to my kids because I was frustrated that I had to be in my office all day with only being able to come out at lunchtime to see them. My daughter said, \u201cThat\u2019s okay, Mommy, we like this better because we know that if we need you, you are always there and we can just come in. And now we have lunchtime together every day.\u201d I realized that to my 7-year-old twins, they felt like they had more access to me anytime. So while I was busy berating myself for a parenting failure of not being \u201cthere,\u201d my kids felt like I was even more there than before.<\/p>\r\nMargie<\/strong>: I think finding something that you can do each day that you look forward to with your kids is important. Right now, I enjoy bath time because she is contained, she has fun, and we can focus on each other. I have also explored meditation and mindfulness since COVID and found it to really relieve stress and stay focused in moments that matter. The Zenit group at Iterable helped me start and explore the practice. It's been another wonderful benefit.<\/p>\r\nGrace<\/strong>: For the most part, some of us are also struggling to stay balanced, so you\u2019re not alone. If you get time, even if it\u2019s ten minutes of quiet, take that time for yourself\u2014you deserve it.<\/p>\r\n\r\n[caption id=\"attachment_12161\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-12161 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_2842-1024x819.jpg\" alt=\"Grace Kiburi and her two children\" width=\"1024\" height=\"819\" \/> Grace Kiburi\u2019s all smiles with her two children.<\/em>[\/caption]\r\n\r\n<h4>What\u2019s something we didn\u2019t ask you that you really want readers to know about being a working parent during a pandemic?<\/h4>\r\nKrishna<\/strong>: Don\u2019t be hard on yourself. These are unprecedented times. Maybe lower your standards a bit. We are all in this together, so share your experiences with others, and hopefully, we can all support each other during these times.\u00a0<\/p>\r\nRyan<\/strong>: A pandemic with kids is 100% a different experience than a pandemic without them. We have to worry on behalf of our children, we have to ensure we can foster an environment of normalcy and stability even though it\u2019s not actually guaranteed\u2014we have to put them first even though we might be struggling. We chose this life, so I\u2019m not asking for sympathy\u2014just recognize that there are differences about this experience that some just won\u2019t truly understand.<\/p>\r\nSanam<\/strong>: For me, being a mom during the pandemic has been finding and balancing a new sense of normal for my family between my work, the kids\u2019 full distance-learning model and our lives. It\u2019s hard some days and easier others. I learned early on that what worked best for me and the kids was to create combined workspaces so we can feel connected together even when we were engrossed in our own work.<\/p>\r\n\r\n[caption id=\"attachment_12167\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12167 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Sanam-Saaber.png\" alt=\"Sanam Saaber working from home with her kids\" width=\"936\" height=\"702\" \/> \u201cOne weekend we decided to create quadrants in Mommy\u2019s office for each kid and even a spot for our dog. It\u2019s not perfect, and every day is a juggle, but it works for us\u201d ~ Sanam Saaber<\/em>[\/caption]\r\n\r\n<h3>Parents: We Have Your Back<\/h3>\r\nWhile phrases like \u201cyou\u2019re not alone\u201d and \u201cwe\u2019re in this together\u201d may just seem like platitudes, time and again the parents at Iterable have expressed that having support is paramount to their success. After all, this is the first pandemic we\u2019re experiencing\u2014all of us\u2014and we\u2019re just learning as we\u2019re going. No one should be striving for perfection right now, and parents especially deserve grace (and some much-needed me-time!). \r\n\u00a0 \r\nUltimately, taking care of kids can be enormously challenging, no matter the circumstances, but if the businesses of today can alleviate the burden and help carry the load, working parents\u2014and the generation they\u2019re raising\u2014will be much better for it.<\/p>\r\nTo learn more about Iterable's company culture and benefits, please visit our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Culture page<\/a>.<\/em><\/p>","post_title":"Parenting During a Pandemic:\u00a0WFH With Kids at Iterable","post_excerpt":"We interviewed Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to parenting while working from home.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"parenting-during-pandemic","to_ping":"","pinged":"","post_modified":"2021-02-08 08:29:59","post_modified_gmt":"2021-02-08 16:29:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12136","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/"},{"ID":12113,"post_author":"7","post_date":"2021-02-04 08:51:40","post_date_gmt":"2021-02-04 16:51:40","post_content":"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\nThis 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 email marketing to influence consumer spending.<\/p>\r\nBut 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 href=\"https:\/\/iterable.com\/blog\/test-smarter-email-experiments\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>), you can boost engagement and drive <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">customer loyalty<\/a> during these unpredictable times.<\/p>\r\nThanks 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(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\nLet\u2019s dive right in!<\/p>\r\n<h3>8 Email Design Trends to Inspire You in 2021<\/h3>\r\n<h4>1. Clean, Simple Design<\/h4>\r\n<a href=\"https:\/\/www.thenueco.com\/\" target=\"_blank\" rel=\"noopener\">The Nue Co.<\/a> believes in providing customers with clean, preservatives-free products, and this philosophy is reflected in this campaign.<\/p>\r\nThe judicious use of white space, crisp lines and neutral colors exude 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> 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<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 colors to create a relaxing effect for its sleep-challenged reader.<\/p>\r\nThe images help the reader visualize 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> 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 Color<\/h4>\r\n<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 color can liven up a message without losing brand identity.<\/p>\r\nThe 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> 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<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 color.<\/p>\r\nWhile 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> 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<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\nThe 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> 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<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\nThe 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> 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\nDelightful 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\nThe animated, colorful 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<a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Save your seat<\/a> for this can\u2019t-miss event.\u00a0<\/strong><\/p>\r\n<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<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<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\nTo 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> 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<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\nIts 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> 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\nU.K. 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&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\nOverall, the layout, minimal use of bright color, 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&Q - Introducing GoodHome Paint\" width=\"680\" height=\"3817\" \/><\/a> 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\nIn 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\nAside 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> Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nOnline 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\nWhether 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 starting 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> 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<a href=\"https:\/\/iterable.com\/customers\/case-study\/seatgeek\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a> often uses illustrations to add an element of storytelling to its messages.<\/p>\r\nIn 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> 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<a href=\"https:\/\/iterable.com\/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\nWhile the image adds a touch of lightheartedness,\u00a0 the message instills 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> 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\nWhether 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\nThanks 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> 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<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\nIt's important to note that users don't need to have <a href=\"https:\/\/iterable.com\/blog\/email-design-trends-2020\/\" target=\"_blank\" rel=\"noopener\">dark mode<\/a> enabled to recognize the benefits of a dark color 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> 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\nAs 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\u2014is it minimalism? Bold typography? Bright, colorful shapes? Whatever you choose, make sure it not only aligns with your brand personality, but also delivers value to every customer.<\/p>\r\nWant to give your email marketing a makeover? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"Watch Out For These 8 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":"8-email-design-trends-2021","to_ping":"","pinged":"","post_modified":"2021-02-04 08:51:40","post_modified_gmt":"2021-02-04 16:51:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12113","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/"},{"ID":12069,"post_author":"7","post_date":"2021-02-02 13:12:43","post_date_gmt":"2021-02-02 21:12:43","post_content":"Does your email marketing plan include a strategy for Black History Month?<\/p>\r\nFor many brands, this month-long celebration of African American history and achievement has been approached like many other holidays\u2014as a checkmark on the annual, recurring marketing playlist.<\/p>\r\nBut as we know, 2020 was a year of immense\u2014and in some cases, abrupt\u2014change, widely marked by the coronavirus pandemic and the rise of momentum for the Black Lives Matter movement.<\/p>\r\nThe rise in social advocacy (a result of greater awareness from increased mobile use during stay-at-home orders) had a direct impact on a major milestone for Americans: the election of Kamala Harris as Vice President of the United States\u2014the first woman and person of Black and South Asian descent to serve in the position.<\/p>\r\nThese events, and others around the world, have raised the profile of the Black experience worldwide and affected how brands use their marketing messages to show solidarity or affinity with a wider audience.<\/p>\r\nAnd this brings us to today\u2019s topic (and a powerful symbol for social justice): Black History Month.<\/p>\r\n<h3>Marketing During Black History Month<\/h3>\r\nRecognizing Black History Month in email campaigns shows your Black customers that you see, value and honor them, especially if you want to expand your customer base to include a more diverse audience.<\/p>\r\nWhat do your buyer personas tell you about the racial or ethnic makeup of your customers? What about your company? Although <a href=\"https:\/\/datausa.io\/profile\/soc\/marketing-sales-managers\" target=\"_blank\" rel=\"noopener\">U.S. marketing teams are more diverse than in other countries<\/a>, they're still predominantly white.<\/p>\r\nThis move to inclusivity is something consumers are asking for\u2014and acting on\u2014in greater numbers today as <a href=\"https:\/\/www.advertisingweek360.com\/consumers-can-see-through-surface-level-\" target=\"_blank\" rel=\"noopener\">more consumers look to do business with brands that align with their values<\/a>.<\/p>\r\nA 2019 Google study found <a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/management-and-culture\/diversity-and-inclusion\/thought-leadership-marketing-diversity-inclusion\/\" target=\"_blank\" rel=\"noopener\">64% of all consumers acted on a brand after seeing an ad they considered diverse or inclusive<\/a>. The percentages were even higher among specific consumer groups: Latinx+ (85%), Black (79%), Asian\/Pacific Islander (79%), LGBTQ (85%), Millennial (77%), and teens (76%).<\/p>\r\nAnother benefit? Black History Month content in a campaign email can also expose other segments of your customer audience to material they might not see in other email campaigns.<\/p>\r\nWith the right intention, and tools, you can launch a Black History Month campaign that resonates with your customers, while helping your brand to win a larger share of a diverse audience.<\/p>\r\nSo where do you start?<\/p>\r\n<h3>3 Tips to Build a Black History Month Campaign<\/h3>\r\nWhen developing cause-based campaigns, think of them as alliances with the cause\u2014whether it's Black History Month, International Women's Day, or support for specific communities, like the LGBTQIA community\u2014rather than events to co-opt for an email campaign.<\/p>\r\nThat means your company should have skin in the game first\u2014a commitment to diversity in recruiting and hiring, monetary contributions to relevant causes, active support through volunteering or direct connections with community advocates and the like\u2014to back up the support your email campaigns express.<\/p>\r\nOtherwise, your campaigns can venture perilously close to <a href=\"https:\/\/forge.medium.com\/performative-allyship-is-deadly-c900645d9f1f\" target=\"_blank\" rel=\"noopener\">performative allyship<\/a>\u2014in which a person or company publicly espouses values to look good without backing them up in private.<\/p>\r\nThe ideas and email examples that follow can help you do the groundwork ahead of time to create the conditions that lead to a successful alliance with Black History Month.<\/p>\r\n<h4>1. Collaborate with your employees and customer community<\/h4>\r\nReach out within your own ranks. Begin with your Black team members and employee resource groups and ask them for content ideas and advice. Seek out members of your user groups or look for influencers in your social media circles whom you could introduce to your wider audience via email.<\/p>\r\nMichaels, the U.S.-based arts and crafts retailer, featured African American designers on its creative staff and crafters from its social media community in a recent email campaign centered on Black History Month.<\/p>\r\n\"A major part of avoiding missteps is being authentic in anything you do,\" Davette Angelo, a Michaels merchandising product manager, told <a href=\"https:\/\/www.usnews.com\/news\/us\/articles\/2020-02-25\/more-companies-get-into-businesses-of-black-history-month\" target=\"_blank\" rel=\"noopener\">U.S. News and World Report<\/a> in describing how the retailer tapped its company-wide employee resource group to build a collection of products related to Black History Month. According to Angelo, he and designer Sharae Averhart \"pulled on our experiences and backgrounds to put this collection together.\"<\/p>\r\n<h4>2. Turn your community into the hero of your story<\/h4>\r\nDoes your company support causes, charities or initiatives that benefit racial justice groups? Talk about those in your email content, but put the spotlight on the people who run the communities before mentioning your contributions.<\/p>\r\n<h4>3. Make Black History Month the jumping-off point for permanent change<\/h4>\r\nThe always-on nature of marketing makes it easy to move from one campaign theme to the next. Don't go back to business as usual when the calendar flips over to March 1. Incorporate your Black History Month campaign work into your messaging all year long, and use it to drive corporate change if needed:<\/p>\r\n<ul>\r\n\t<li>Continue to choose images that represent as wide a range of your customers as possible for all of your campaigns and including diverse viewpoints in content.<\/li>\r\n\t<li>Maintain the conversations you started about diversity and inclusion.<\/li>\r\n\t<li>Commit time, money and effort to diversifying your marketing team and respecting multiple viewpoints.<\/li>\r\n<\/ul>\r\nIf it sounds as if your work to create authentic email messaging for Black History Month will end up transforming your marketing program, you\u2019ll likely have to forge new alliances in areas you don\u2019t control. But this work is necessary to include the points of view of people of color and to create authentic messages that appeal to the audiences you want to attract.<\/p>\r\n<h3>Email Examples<\/h3>\r\nTarget stands out among big-box retailers for its \"<a href=\"https:\/\/corporate.target.com\/article\/2020\/01\/black-history-month\" target=\"_blank\" rel=\"noopener\">Black Beyond Measure<\/a>\" commitment to support Black-owned businesses and diversity of models in age, gender, size and ethnic heritage across its advertising across channels.<\/p>\r\nThe email below is an example of how Target weaves its Black History Month message into regular promotions throughout February.<\/p>\r\n\r\n[caption id=\"attachment_12088\" align=\"alignnone\" width=\"524\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\"><img class=\"wp-image-12088 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.46.38-PM.png\" alt=\"Target: Support Black-owned brands\" width=\"524\" height=\"1406\" \/><\/a> Target emails regularly feature a diverse selection of models all year long, but the company focuses on its Black Beyond Measure program during Black History Month. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\nEtsy, the online arts and crafts marketplace, spotlights African American makers and their creations as part of its Black History Month celebration.<\/p>\r\n\r\n[caption id=\"attachment_12082\" align=\"alignnone\" width=\"526\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\"><img class=\"wp-image-12082 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.39.39-PM.png\" alt=\"Etsy: Celebrate Black History Month\" width=\"526\" height=\"1366\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nIf your company isn't in a position to do a full Black History Month alliance, you can still promote visibility and inclusion with your images, as Saks Fifth Avenue does with its Valentine's Day promotion below.<\/p>\r\n\r\n[caption id=\"attachment_12095\" align=\"alignnone\" width=\"392\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\"><img class=\"wp-image-12095 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-02-at-12.54.04-PM.png\" alt=\"Saks Fifth Avenue: The February Style Agenda\" width=\"392\" height=\"1404\" \/><\/a> Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\nMichaels' Black History Month email campaign combines multiple elements into a compelling call for diversity in the maker community, including a commitment to earmark proceeds from its special collection to a fund for racial equity, spotlights on employees who created the products and images from social media influencers in its user community.<\/p>\r\n\r\n[caption id=\"attachment_12076\" align=\"alignnone\" width=\"372\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\"><img class=\"wp-image-12076 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.31.27-PM.png\" alt=\"Michaels: DIY inspiration for celebrating Black History Month\" width=\"372\" height=\"1266\" \/><\/a> The images in Michaels' emails generally focus on the products rather than the people who use them, but when they do feature models or influencers, the company includes a wide range of makers. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\nTo be successful with your Black History Month campaigns, you need a goal, a strategy and the right execution. Beyond merely driving sales, your initiative can work to help you connect with segments of your audience that your company might be inadvertently underserving or reach out to a new market group that had not previously been included in your buyer personas.<\/p>\r\nYou also can begin to affect real change within your company to diversify your workplace, bring in fresh perspectives and create more effective messaging. These changes will find their way into your marketing messages all year long, something that will be essential to retaining the customers who were attracted by your initial Black History Month content.<\/p>\r\n<h3>Dear Brands<\/h3>\r\nNow that we\u2019ve seen some amazing examples of brands taking this messaging home in an authentic way, an important question remains: what should we do now?<\/p>\r\nFirst, educate yourself.<\/strong> Sure, you\u2019ve been inspired by some incredible examples of inclusive marketing, but before diving into the execution of your Black History Month marketing, make sure you know the history of the month. The <a href=\"https:\/\/asalh.org\/\" target=\"_blank\" rel=\"noopener\">Association for the Study of African American Life and History (ASALH\u24c7)<\/a> can be a great place to start.<\/p>\r\nNext, create.<\/strong> Design your campaigns in a way that spotlights Black customers, empowers Black community members, and signals your brands\u2019 social awareness and support. Marketing is a powerful tool with which to communicate solidarity.<\/p>\r\nAnd, finally, pause.<\/strong> As with all things in marketing, approach your Black History Month campaigns with authenticity and intention. Avoid highlighting Black people in your campaigns if you have not showcased your diversity year-round. That being said, if your brand is committed to advocacy around the clock, Black History Month is a great time to highlight your dedication.<\/p>\r\n<h3>So, Should You Focus a Campaign on Black History Month?<\/h3>\r\nYes! If your company is committed to shedding light on the Black experience and empowering the Black community outside of February, you should be planning a Black History Month campaign. What better way to magnify your message than during a month of celebration?<\/p>\r\nBut remember, answering this question is tricky because recognizing Black History Month isn't like adding shamrocks to a <a href=\"https:\/\/iterable.com\/blog\/st-patricks-day-holiday-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">St. Patrick's Day<\/a> campaign email. It touches on issues of race, identity, community and authenticity.<\/p>\r\nAs marketers, we know that connecting with customers takes time and resources. But we commit to this challenge\u2014to finding out who they are, how they see the world, what they value, what they want to hear\u2014because that\u2019s how we grow! By prioritizing inclusivity, equity and diversity, the campaigns you build will be more authentic, informed and, ultimately, successful.<\/p>","post_title":"Honoring Black History Month: 3 Email Strategies for Authenticity","post_excerpt":"With authenticity and intention, you can launch a Black History Month email marketing campaign that resonates with your customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"honoring-black-history-month-3-email-strategies","to_ping":"","pinged":"","post_modified":"2021-02-02 13:22:46","post_modified_gmt":"2021-02-02 21:22:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12069","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/"},{"ID":11961,"post_author":"7","post_date":"2021-01-28 07:41:27","post_date_gmt":"2021-01-28 15:41:27","post_content":"Personalization. You know you need<\/em> to do it, but you just need to know how<\/em>\u2014in a way that\u2019s both effective and efficient. The good news? You are certainly not alone.<\/p>\r\nIn our latest installment of \u201c<a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-rebecca-chow-on-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ask an Iterator<\/a>,\u201d we ask Garin Hobbs, Principal Product Marketing Manager, Market Insights, about his most frequently asked questions from marketers when it comes to personalization.<\/p>\r\n<h3>Ask an Iterator: Garin Hobbs<\/h3>\r\n<a href=\"https:\/\/www.linkedin.com\/in\/garin-hobbs-942b243\/\"><img class=\"alignnone wp-image-11963 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Garin-Hobbs-300x300.jpeg\" alt=\"Garin Hobbs headshot\" width=\"300\" height=\"300\" \/><\/a><\/p>\r\nWith 20 years of experience spanning across ESPs, agencies and technology providers, Garin is recognized for helping grow the email marketing industry, launch new technologies and develop the strategies and thought leadership to support them. Garin has worked to deliver meaningful improvements in consumer experience and program revenue for brands, such as Gap, Starbucks, Western Union, Bank of America, United Airlines, and Hilton Hotels.<\/p>\r\nIn the past three years, Garin has spanned across the Iterable organization, managing everything from strategic sales, to deal strategy, to go-to-market enablement. In all roles, however, he has specialized in market insights, educating folks on the marketing landscape and what\u2019s truly important to consumer brands.<\/p>\r\nGarin is here to share his expertise on all things personalization, so let\u2019s get right to it!<\/p>\r\n<h4>What are the first steps to getting started with personalization?<\/h4>\r\nI like to start my consultations by asking marketers 4 questions:<\/p>\r\n<ol>\r\n\t<li>What type of relationship do you have with your customers?<\/li>\r\n\t<li>What type of relationship do you want to have with your customers?<\/li>\r\n\t<li>What type of relationship do your customers want, need and expect from you?<\/li>\r\n\t<li>What will it take to deliver that relationship?<\/li>\r\n<\/ol>\r\nBefore you move forward with any personalization strategy, consciously decide that it\u2019s necessary for your business and make a firm commitment to do it. This may sound obvious but from the CMO down to the campaign specialists, everyone must be on board, involved and on the same page.<\/p>\r\nThen, decide how you want to leverage personalization\u2014whether transactionally (to drive product), cosmetically (to drive content) or contextually (to drive relationship). There\u2019s no one right answer here, but your approach will determine what data you need\u00a0to deliver.<\/p>\r\nWe recommend using four types of data to build dynamic content: user attributes, event data, external data and metadata. You can check out our latest <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook<\/a> to learn more about each in detail.<\/p>\r\nStart small and scale up through each level of our <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>, and most importantly, stay the course. The performance and value of personalization should be measured with a long yardstick (ultimately, customer lifetime value or LTV), rather than on a campaign-by-campaign basis.<\/p>\r\n<h4>How can I personalize a welcome series without a lot of new customer data?<\/h4>\r\nI recommend leveraging progressive profiling in the post-sign-up (simple email sign-up or account creation) workflow.\u00a0 This will allow you to better understand individual profiles, needs and preferences but also the context driving them, and begin personalizing much earlier on in the engagement.\u00a0\u00a0<\/p>\r\nIt is important that the questions be casually presented (but in a way that is authentic to your brand\u2019s voice) to ensure that respondents answer honestly and accurately. This data should be utilized in conjunction with future behavioral data for richer context in driving engagement or conversions.<\/p>\r\n<h4>Should I reference someone\u2019s abandoned cart in emails outside a cart abandon campaign?<\/h4>\r\nI really like this idea, as it's similar to embedding loyalty status in all communications, which performs really well. However, loyalty status is a rather passive data point, and the implied CTA of an abandoned cart is more explicit\/aggressive, so there are some critical factors to consider, such as frequency, cadence, profile targeting, purchase history, historical AOV, time since last visit, time since last open\/click, etc.\u00a0\u00a0<\/p>\r\nThere is an incredibly wide and diverse spectrum of reasons behind abandoned carts: available funds, shipping times and costs, added tax, necessity (wanted vs. needed), gifting, changed my mind, was distracted and forgot, etc.\u00a0 Sending persistent abandoned cart reminders to someone who simply can\u2019t afford an item can risk seeming insensitive, so I recommend building a target profile for this use case.\u00a0\u00a0<\/p>\r\nIt would be interesting to test to find if frequent customers convert higher than first-time buyers or if conversions decline after subsequent messages. The success of any workflow is a robust and ongoing experimentation strategy.<\/p>\r\n<h4>How should I coordinate cross-channel messaging?<\/h4>\r\nIf your brand has a mobile app, you can install our SDK, for instance, to collect behavioral data that can be used to personalize messaging in other channels, such as mobile push and in-app notifications.\u00a0 Additionally, if a user uninstalls the app, the SDK can automatically trigger a retention workflow via email.\u00a0<\/p>\r\nI also recommend that brands consider web push as a potential channel, due to its more \u201cinstantaneous\u201d nature (email and in-app messages lay waiting to be read by the recipient).\u00a0 Many messages are time-sensitive and push channels are great for creating and inspiring \u201cin the moment\u201d engagements.\u00a0<\/p>\r\nHowever, different personalities are predisposed to engage and interact on different channels.\u00a0 Some prefer email, some prefer push, and some prefer to engage via apps. Often a single experience can meander across channels as consumers move from device to device (open an email on mobile, but shop on desktop). It's important that you match the medium to the message and create an engagement ecosystem that is considerate of different tasks and customer types.<\/p>\r\n<h4>How should I be using SMS personalization for e-commerce?<\/h4>\r\nSMS is an undervalued and underutilized channel for many brands, but it also carries the risk of misuse.\u00a0\u00a0<\/p>\r\nIn my opinion, there are three golden rules for e-commerce SMS messaging:<\/p>\r\n<ol>\r\n\t<li>Only send SMS marketing messages to customers who have explicitly opted-in<\/li>\r\n\t<li>Communicate customer-centric values (i.e. your wish list item is back in stock)<\/li>\r\n\t<li>Use primarily for time-sensitive transactional alerts (i.e. order shipped, credit card declined)<\/li>\r\n<\/ol>\r\n<h4>How should I be using personalization for re-engagement?<\/h4>\r\nKeeping your brand top of mind is best accomplished with compelling content and deep personalization, synchronized across email, mobile and web channels. When engagement lags, a retention workflow can be triggered to entice lapsed customers to re-engage.\u00a0<\/p>\r\nMost industry analysis reports that, over the last three years, customers have been voicing increasing demand for personalized messaging from brands they want to hear from. They don\u2019t simply want more email; they want more value-based messages that are thoughtfully (and consistently) personalized to the context of their needs, wants and priorities. If a customer doesn\u2019t perceive value in this email, then they don\u2019t have much reason to open subsequent messages.\u00a0\u00a0<\/p>\r\nHere are a few tactics to improve content value and boost message performance:<\/p>\r\n<ul>\r\n\t<li>Test different personalization levers (product category, brand, price points, geo, gender, generation, loyalty, recency, history, etc.)<\/li>\r\n\t<li>Test different personalization elements (product, copy, headers\/banners\/heroes, imagery, CTAs, etc.)<\/li>\r\n\t<li>Add value beyond CTAs (editorial, give-backs\/aways, \u201ccommunity\u201d content)<\/li>\r\n\t<li>Make messages interactive (polling, animated GIFs, forms, etc.)<\/li>\r\n<\/ul>\r\n<h4>Is the effort of personalization really worth the ROI?<\/h4>\r\nIt may help to reframe your definition of \u201creturn\u201d in \u201creturn on investment.\u201d Personalization is not a performance tactic whose value should be measured campaign-by-campaign, but a table-stakes customer expectation that is critical to both engagement and retention, and forms the basis of brand-customer relationships.\u00a0\u00a0<\/p>\r\nThe value of consistent and meaningful personalization pays off sustainably over time and dividends are more appropriately measured in LTV (or more specifically, LTV vs. CAC).\u00a0 I would suggest putting \u201cpersonalization\u201d in terms of customers\u2019 individual intrinsic motivations\u2014the WHY behind why they want to connect with your brand.\u00a0<\/p>\r\nThese motivations reflect how your business fits into their lives, how it makes them feel, and how it empowers them to live their values. Using these factors, you can feature the same item to different people and personalize the value in ways that contextually resonate with each individual. This will allow you to leverage pragmatic personalization that is both efficient and effective.<\/p>\r\n<h3>Get Our Personalization Playbook<\/h3>\r\nNow that Garin has provided a foundation of how to personalize across the customer lifecycle, download our full <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a> to learn all about the data and tools you need to build an advanced personalization technology stack and level up your cross-channel marketing campaigns.<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Ask an Iterator: Garin Hobbs on Personalization","post_excerpt":"In our latest installment of \u201cAsk an Iterator,\u201d we ask market insights expert Garin Hobbs to answer popular FAQs on personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-garin-hobbs-on-personalization","to_ping":"","pinged":"","post_modified":"2021-02-02 20:02:50","post_modified_gmt":"2021-02-03 04:02:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11961","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-garin-hobbs-on-personalization\/"},{"ID":11956,"post_author":"7","post_date":"2021-01-27 07:35:14","post_date_gmt":"2021-01-27 15:35:14","post_content":"Artificial Intelligence (AI) is arguably the most talked about\u2014yet most misunderstood\u2014technologies in digital marketing. From machine learning, to neural networks, to data science, AI has plenty of buzz but often leaves marketers feeling uncertain in fully embracing this strange new technology. \r\n\u00a0 \r\nWe believe that AI is the future of marketing, and we're not alone. In fact, in a <a href=\"https:\/\/techround.co.uk\/interviews\/ai-predictions-for-2021\/\" target=\"_blank\" rel=\"noopener noreferrer\">recent survey<\/a> of B2C marketers we conducted, 88% of marketers have made AI a key part of their 2021 marketing strategy and plan to expand their in-house AI capabilities in the new year.<\/p>\r\n2020 was an important year for Iterable and our AI development. We set out to build easy yet powerful AI tools that complement today\u2019s marketer, not replace them. We focused on creating intuitive AI solutions to empower marketers to automate routine tasks, accelerate growth, and deliver more meaningful experiences at every step of the customer journey\u2014all without replacing the authenticity and empathy in their messaging.<\/p>\r\n<h3>Brand Affinity\u2122<\/h3>\r\nLate last year, we released <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Affinity\u2122<\/a>, an intelligent personalization solution powered by <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable AI<\/a> that gives marketers the power to transform customer engagement into more meaningful cross-channel experiences.<\/p>\r\nBrand Affinity takes a holistic look at engagement across all of your messaging and calculates a score that indicates how likely each contact will interact with future marketing messages. We pipe the data through our AI and label each of your contacts based on their engagement.<\/p>\r\nAt any given point in time, each customer has one of the following Brand Affinity labels:<\/p>\r\n<ul>\r\n\t<li><code>loyal<\/code> - Highly engaged with your messages, and frequently interacts with them.<\/li>\r\n\t<li><code>positive<\/code> - Generally engaged with your messages, and often interacts with them (but less frequently than loyal contacts).<\/li>\r\n\t<li><code>neutral<\/code> - Sometimes engaged with your messages, and only occasionally interacts with them.<\/li>\r\n\t<li><code>negative<\/code> - Usually disengaged with your messages, and generally does not interact with them.<\/li>\r\n\t<li><code>unscored<\/code> - Has not yet received enough messages for Iterable to generate a meaningful Brand Affinity label.<\/li>\r\n<\/ul>\r\nInstead of brands having to rely on their data science team or spend hours manually querying customer databases, across multiple channels, to create complex segmentation queries, you can use Brand Affinity to quickly and easily identify users by overall engagement. Using Brand Affinity, you can leave the segmentation to the AI and focus on delivering amazing experiences for your customers.<\/p>\r\n<h3>Under the Hood of Our AI<\/h3>\r\nTo generate Brand Affinity labels for your contacts, we look at email, mobile push, and in-app engagement across all of your campaigns and workflows. More recent engagement signals are weighted more heavily, with a time-based exponential decay applied as engagement becomes older.<\/p>\r\nWe also dynamically determine how far back in time to look based on how you send and how to decay the importance of older interactions over time.<\/p>\r\nOur AI models take into consideration the percentage of messages that contacts have interacted with because we do not want to score contacts down for not receiving enough messaging. Maybe your contacts want to hear from you!<\/p>\r\nFor example, someone who opens 4 out of 5 emails will have a similar Brand Affinity as someone who opens 8 out of 10. However, for the latter contact, the AI can add a boost for the contact that opened eight messages.<\/p>\r\nWe include transactional messaging interactions as a secondary signal because e-commerce receipts and even password resets are positive signals for your brand.<\/p>\r\nWe pipe all of this data through our AI and output a single scalar that predicts a propensity for future engagement, and we turn that number into the Brand Affinity label that you see in the Iterable UI. The boundaries of where we draw the line between labels, for example, between positive and loyal, is determined dynamically for each project.<\/p>\r\nWe also continuously monitor how well our models perform and make adjustments over time to improve their overall accuracy and usefulness.<\/p>\r\n<h3>How to Get Started<\/h3>\r\nWe want to bring the power of AI to your fingertips, so we have intentionally designed Brand Affinity to be integrated <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener noreferrer\">across the Iterable platform<\/a> to deliver highly personalized experiences.<\/p>\r\nMarketers can take advantage of Brand Affinity in Segmentation to intelligently segment and target customers by creating dynamic audiences; tailor and personalize customer journeys in Workflow Studio; or populate dynamic content through conditional logic to match customers with personalized experiences by affinity.<\/p>\r\nWith Brand Affinity labels being stored on the user profile, you can easily personalize the customer experience at every stage of the lifecycle, anywhere a contact property can be used, including:<\/p>\r\n<ul>\r\n\t<li>Segmentation<\/strong> - as a contact property criteria field<\/li>\r\n\t<li>Workflow Studio<\/strong> - as a field split node, field match node, or triggered event<\/li>\r\n\t<li>User Profile<\/strong> - as a contact property nested under <code>brandAffinityLabel<\/code><\/li>\r\n\t<li>Handlebars<\/strong> - as dynamic message content and conditional logic<\/li>\r\n\t<li>Data feeds<\/strong> - as a parameter of a data feed call to return the right recommendations for someone<\/li>\r\n\t<li>Catalog<\/strong> - in a collection, to offer recommendations based on users that match Brand Affinity labels<\/li>\r\n<\/ul>\r\n<h3>Learn More About Iterable AI<\/h3>\r\nIf you would like to learn more about Brand Affinity or any of Iterable's AI products, please contact your Customer Success Manager or visit <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/ai<\/a> for more information and schedule a demo.<\/p>","post_title":"Brand Affinity\u2122 Explained: The Science Behind the AI","post_excerpt":"To bring the power of AI to your fingertips, we integrated Brand Affinity across the Iterable platform to deliver highly personalized experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-affinity-explained-science-behind-ai","to_ping":"","pinged":"","post_modified":"2021-01-27 07:35:14","post_modified_gmt":"2021-01-27 15:35:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/"},{"ID":11951,"post_author":"7","post_date":"2021-01-26 07:57:07","post_date_gmt":"2021-01-26 15:57:07","post_content":"How is it already the end of January? With so much going on in the world right now, time seems to be both flying by and standing still simultaneously, which can make it challenging to stick to your New Year's resolutions\u2014if you even bothered to make any in the first place.<\/p>\r\nNew Year's resolutions and people's commitment to them particularly affects the health and wellness industry, which has been significantly impacted due to the <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">difficulties of maintaining physical and mental health during a global pandemic<\/a>.<\/p>\r\nConsidering the many shifts in the health and wellness space in the past year, Iterable wanted to know how these changes have affected the industry's marketing efforts.<\/p>\r\nWe recently <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled B2C marketers<\/a> in the health and wellness industry and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>New Year's resolution messaging will not go away.<\/li>\r\n\t<li>Marketers are preparing for higher Q1 customer attrition.<\/li>\r\n\t<li>Customer loyalty programs will skyrocket.<\/li>\r\n<\/ol>\r\nBut those findings are just the high-level summary of how industry marketers will evolve their customer experience this year.<\/p>\r\nCheck out our health and wellness infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\nInside you'll learn:<\/p>\r\n<ul>\r\n\t<li>How New Year's resolution messaging differs between the U.S. and U.K.<\/li>\r\n\t<li>The top barriers to acquiring and retaining customers<\/li>\r\n\t<li>The tactics marketers are using to increase loyalty<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\nClick on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11964\" align=\"alignleft\" width=\"4000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\"><img class=\"wp-image-11964 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\" alt=\"2021 Marketing Trends: Health and Wellness Infographic\" width=\"4000\" height=\"22603\" \/><\/a> Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Health and Wellness in 2021: How to Meet Your Marketing Goals<\/h3>\r\nIndustry data and benchmarks are important in informing your business strategy for the new year, but it's even more valuable to learn from the experts.<\/p>\r\nIf you're looking for ways to enhance your health and wellness marketing, here are <a href=\"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four tried-and-true tactics<\/a> from Iterable's own customers in the industry, including leaders like Calm and Curology.<\/p>\r\nInterested in reading even more success stories? Check out our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer case studies<\/a> or learn from Iterable's <a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>.<\/p>","post_title":"Health and Wellness Infographic: 2021 Industry Trends","post_excerpt":"Check out our health and wellness infographic on 2021 industry trends that can guide your marketing plan in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"health-and-wellness-infographic","to_ping":"","pinged":"","post_modified":"2021-02-15 15:42:45","post_modified_gmt":"2021-02-15 23:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11951","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/health-and-wellness-infographic\/"},{"ID":11938,"post_author":"7","post_date":"2021-01-21 07:52:55","post_date_gmt":"2021-01-21 15:52:55","post_content":"Give yourself a pat on the back! You\u2019ve mastered the <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">first two levels of personalization<\/a>, and you\u2019re almost at the end of your personalization journey. But don\u2019t get too excited just yet because there\u2019s a third and last data type on the block\u2014metadata<\/strong>.<\/p>\r\nChances are, you\u2019ve probably heard and used the expression, \u201cThat\u2019s so meta,\u201d to describe something that\u2019s self-referential. In the context of advanced cross-channel personalization, your product metadata can be used to take your marketing messages to unprecedented heights and turn your customers into brand evangelists.<\/p>\r\nBut before we divulge further, let\u2019s do a final review of the personalization model.<\/p>\r\n<h3>Final Recap: The Three Levels of Personalization<\/h3>\r\nTake a final look at the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>.<\/p>\r\n<img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\nReactive personalization is derived from <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user attributes and event data<\/a>. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\nProactive personalization combines user and event data with <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">externally managed data<\/a>. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\nIndividualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\nOn Level 3, it\u2019s all about forming a 1:1 connection with each customer by honing in on the details that truly matter to them. To illustrate how individualization works, we\u2019ll use a friendship analogy.<\/p>\r\nLet\u2019s say you meet someone who shares your love of coffee, so you suggest grabbing lattes at a nearby cafe to get to know them better. There, you learn that they recently discovered pour-over coffee after years of brewing in a standard coffee maker.<\/p>\r\nBased on this newly acquired knowledge, you suggest going to the top three cafes in your area that specialize in this method of brewing coffee, one of which becomes yours and their favorite.<\/p>\r\nOver time, not only does your friendship deepen but your understanding of your friend\u2019s tastes and preferences also becomes more nuanced and refined. This ultimately means that you can provide highly personalized options\u2014from cafes and types of beans to the equipment they use at home\u2014that appeal the most to your friend.<\/p>\r\nWith this analogy in mind, check out a snippet of our final guide below!<\/p>\r\n<h3>Personalization Maturity, Level 3: Metadata<\/h3>\r\nIn the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">final guide of this three-part series<\/a>, you\u2019ll get better acquainted with metadata and learn how to harness it in your cross-channel marketing campaigns.<\/p>\r\nTo give you a head start, we\u2019ll share the difference between data feeds and metadata.\u00a0<\/p>\r\n<ul>\r\n\t<li>Data feeds<\/strong> are mechanisms to receive real-time information from externally managed websites and apps.\u00a0<\/li>\r\n\t<li>On the other hand, metadata<\/strong> is descriptive information about your brand\u2019s product or service offerings.<\/li>\r\n<\/ul>\r\nBoth can be used to personalize marketing campaigns at the moment of send.\u00a0<\/p>\r\nOf course, we\u2019ll provide several examples of metadata in action so you can see how they create individualized messages in the following campaigns:<\/p>\r\n<ul>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Review requests<\/li>\r\n\t<li>Transactional confirmations<\/li>\r\n\t<li>Back-in-stock alerts<\/li>\r\n\t<li>Recommendations<\/li>\r\n<\/ul>\r\nFor instance, take a look at Jack Wills\u2019 cart abandonment email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11940\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11940 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/your-basket-is-having-abandonment-issues.png\" alt=\"Jack Wills cart abandonment email campaign\" width=\"680\" height=\"2530\" \/><\/a> Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nThis British fashion and lifestyle brand does a great job of addressing FOMO and incorporating product metadata to re-engage Luke, one of its customers.<\/p>\r\nFor starters, the email headline and message reassure Luke (by name!) that he can return to the website at any time to complete his purchase. The item details (images, names, colors, sizes and prices) help jog his memory of what he had previously looked at. What\u2019s more, the action-oriented CTA and the free delivery are powerful incentives for Luke to complete the transaction.<\/p>\r\nOverall, this message is friendly, helpful, and not at all pushy. By doing the same, with your product details clearly laid out, you bring your customers one step closer to clicking the \u2018checkout\u2019 button on your brand\u2019s website.<\/p>\r\nWe've got many more examples to borrow inspiration from, so be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the final guide<\/a>.<\/em><\/p>\r\n<h3>The Challenges of Advanced Personalization\u2014And A Solution<\/h3>\r\nDespite your best efforts, organizational and technological challenges may prevent you from reaching your marketing goals, leaving you to <a href=\"https:\/\/iterable.com\/blog\/death-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">question the value of personalization entirely<\/a>.<\/p>\r\nAs you\u2019re well aware, abandoning these efforts puts you at a disadvantage among your competitors, and you certainly don\u2019t want to see your hard work go down the drain.<\/p>\r\nThe good news? Iterable offers <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, an individualization solution that allows you to deliver powerful and relevant messages at scale with ease.<\/p>\r\nTo learn more, watch Nick Allen, Solutions Consultant at Iterable, demonstrate how to build dynamic content with Catalog in the video below.<\/p>\r\n[embed]https:\/\/youtu.be\/_Gjfi1Toq4E[\/embed]<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download Part 3<\/a> of our cross-channel personalization series to find out how you can use metadata to provide 1:1 experiences for your customers.<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11927 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-3_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Metadata\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 3: Metadata","post_excerpt":"In the final guide of this three-part series, you\u2019ll learn how to harness the power of metadata in your cross-channel marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-3-metadata","to_ping":"","pinged":"","post_modified":"2021-01-21 07:52:55","post_modified_gmt":"2021-01-21 15:52:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11938","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-3-metadata\/"},{"ID":11932,"post_author":"7","post_date":"2021-01-20 10:27:05","post_date_gmt":"2021-01-20 18:27:05","post_content":"Your personalization journey starts with you tapping into your customers\u2019 <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user and event data<\/a>. Based on this information, you can unlock opportunities to create personalized experiences that resonate with your customers, whether it\u2019s sending a warm <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome message<\/a> after downloading an app or reassuring them about their <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">travel points<\/a> in the wake of COVID-19.<\/p>\r\nBut suppose you want to enhance your marketing messages with even more robust, dynamic personalization. In that case, you need to look outside of your email service provider (ESP) because relying solely on your customers\u2019 profile and event data is like eating the same meal every day. Eventually, you\u2019re going to need other options for nourishment.<\/p>\r\nLucky for you, we\u2019ve got the ingredient that will help drive further engagement and boost your ROI (variety is the spice of a marketer\u2019s life, after all).<\/p>\r\nWith that, let\u2019s get started!<\/p>\r\n<h3>Recap: The Three Levels of Personalization\u00a0<\/h3>\r\nRemember the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>? If not, familiarize yourself with the three levels below.<\/p>\r\n<img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\nReactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\nProactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\nIndividualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\nIn the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">first installment<\/a> of our three-part whitepaper series, we explain that Level 1 is the most straightforward and the easiest type of personalization to implement, but as we mentioned earlier, it\u2019s not enough to get you to the heart of what your customers want, just based on user profile data.\u00a0<\/p>\r\nOn the other hand, Level 2 prevents you from plateauing since it allows you to fuel your campaigns with more attention-grabbing content your audience will love. In this case, data feeds can make this happen for you.<\/p>\r\nTake a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 2: Data Feeds<\/h3>\r\nData feeds are externally managed information that exists outside of your ESP and are updated frequently (i.e. <a href=\"https:\/\/whatis.techtarget.com\/definition\/data-feed\" target=\"_blank\" rel=\"noopener noreferrer\">RSS feeds<\/a> for blogs and podcasts). When used in conjunction with user profile data, they deliver real-time content to your target audience, therefore enhancing the relevance of your campaigns.<\/p>\r\nWith data feeds, you can retrieve information (via JSON, XML, RSS, and Atom web services) from virtually any reputable source, so the sky\u2019s the limit in terms of what kind of information you want to integrate into your campaign for maximum customizability.<\/p>\r\n\r\n[caption id=\"attachment_11935\" align=\"alignnone\" width=\"1308\"]<a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795659-Personalizing-Templates-with-Data-Feeds-\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11935 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-20-at-10.04.08-AM.png\" alt=\"Product recommendations powered by data feeds\" width=\"1308\" height=\"960\" \/><\/a> Data feeds can be used to generate personalized product recommendations, such as these items for cats.<\/em>[\/caption]\r\n\r\n\u00a0In this Level 2 guide, you\u2019ll see how data feeds manifest in the following ways:\u00a0<\/p>\r\n<ul>\r\n\t<li>Active offers<\/li>\r\n\t<li>Recommendations<\/li>\r\n\t<li>Tickers and APIs<\/li>\r\n\t<li>Blog and news content<\/li>\r\n<\/ul>\r\nFor instance, take a look at this Uniqlo email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11937\" align=\"alignnone\" width=\"666\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11937 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/innovative-lightweight-ready-for-anything-1.png\" alt=\"Uniqlo transitional weather essentials\" width=\"666\" height=\"1053\" \/><\/a> Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nWe\u2019ve all been there. We choose our outfits based on the weather forecast, only to discover that Mother Nature changed her mind at the last minute. Naturally, the unpredictability in weather makes it challenging to decide what to wear and when to wear it.\u00a0<\/p>\r\nUnderstanding Mother Nature\u2019s fickle disposition, Uniqlo incorporated a weather API into this campaign to display a 7-day forecast based on the customer\u2019s location. In turn, this propagated seasonally-appropriate options for men and women so they could step out in style without being caught off guard.\u00a0<\/p>\r\nThanks to these types of data feeds, you can create dynamic personalization in real-time at scale and help your customers weather the storm with ease.\u00a0<\/p>\r\nWant to see what other examples are in the forecast? Then <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download Part 2<\/a> of our cross-channel personalization series.<\/em><\/p>\r\n<h3>Stay Proactive to Deepen Personalized Experiences For Customers\u00a0<\/h3>\r\nIt\u2019s one thing to establish a connection with your customers. It\u2019s another thing to maintain the relationships you\u2019ve worked hard to build. The truth is, you\u2019re not the only brand vying for your audience\u2019s attention, and your customers\u2019 allegiances lie with whichever brand serves their needs the most.\u00a0<\/p>\r\nGiven this, it\u2019s more important than ever to step up your game and continuously provide highly tailored messages that not only fulfill their needs, but also reflect your commitment to help them throughout their journey.\u00a0<\/p>\r\nSo don\u2019t wait. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see how you can spice up your marketing campaigns with data feeds!<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11928 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-2_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Data Feeds\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 2: Data Feeds","post_excerpt":"Download Part 2 of our cross-channel personalization series, where we explain how to level up your personalization maturity using data feeds.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-2-data-feeds","to_ping":"","pinged":"","post_modified":"2021-01-20 10:28:57","post_modified_gmt":"2021-01-20 18:28:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11932","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/"},{"ID":11901,"post_author":"7","post_date":"2021-01-19 16:27:21","post_date_gmt":"2021-01-20 00:27:21","post_content":"Have you ever watched the original CSI<\/em> on TV? If you have, you\u2019re probably familiar with the theme song, \u201cWho Are You,\u201d playing at the beginning of every episode. In the show, the main characters work around the clock with this question in mind, discovering and analyzing every piece of evidence to help bring justice to the victims on time.<\/p>\r\nLike these fictional characters, your duty as a marketer is to bring justice to your customers by delivering the right message to the right people at the right time. To achieve that, you must understand who they are, what they like and how they interact with your brand.<\/p>\r\nWithout this foundational knowledge, you miss out on opportunities to make meaningful connections and provide your customers with personalized experiences throughout their <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">journey<\/a>.<\/p>\r\nSo whether you\u2019re new to cross-channel personalization or simply need a refresher on the fundamentals, we\u2019ve got the tools to help you solve your customers\u2019 problems.<\/p>\r\n<h3>The Three Levels of Personalization Maturity<\/h3>\r\nAt Iterable, we abide by the foundation of <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity<\/a>, which comes in three levels:<\/p>\r\n<img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\nReactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\nProactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\nIndividualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\nAt the beginning of your personalization journey, it\u2019s all about establishing a relationship with your customers and building a strong foundation. In <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">our first in-depth guide to cross-channel personalization<\/a>, we\u2019ll cover Level 1 extensively so you can learn the ins-and-outs of user and event data and apply those learnings to your marketing campaigns.<\/p>\r\nTake a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 1: User and Event Data<\/h3>\r\n<a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">User attributes and event data<\/a> are information that\u2019s readily available on any email service provider (ESP) or growth marketing platform. The former refers to personal characteristics and demographic information, such as a person\u2019s name, preferences and location. And the latter refers to your customers\u2019 interactions with your brand.<\/p>\r\n\r\n[caption id=\"attachment_11930\" align=\"alignnone\" width=\"1475\"]<img class=\"wp-image-11930 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Andrew-Event-Data.png\" alt=\"Iterable User Profile: Andrew Boni example\" width=\"1475\" height=\"811\" \/> A standard user profile contains basic information about your customer, such as their name, email address, location and when they subscribed to your communications.<\/em>[\/caption]\r\n\r\nTogether, they make a powerful duo since they unlock opportunities for increased engagement and higher ROI for your brand.<\/p>\r\nAnd in part one of our three-part whitepaper series, we\u2019ll show you how to apply user and event data throughout the five stages of campaign building, which include the following:\u00a0<\/p>\r\n<ol>\r\n\t<li>Audience identification<\/li>\r\n\t<li>Data integration<\/li>\r\n\t<li>Campaign composition<\/li>\r\n\t<li>Message personalization<\/li>\r\n\t<li>Performance optimization\u00a0<\/li>\r\n<\/ol>\r\nOf course, we\u2019ll provide plenty of examples, so you can see how some of the leading consumer brands are leveraging their customers\u2019 data to deliver personalized experiences every step of the way.\u00a0<\/p>\r\nFor illustration, let\u2019s take a look at this Alaska Airlines email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11931\" align=\"alignnone\" width=\"497\"]<img class=\"wp-image-11931 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/alaskaairlines.png\" alt=\"Alaska Airlines COVID-19 email\" width=\"497\" height=\"792\" \/> Alaska Airlines keeps travelers informed with empathy in this email.<\/em>[\/caption]\r\n\r\nLast year, COVID-19 devastated the hospitality and travel industries. The emergence of the coronavirus forced millions of travelers to delay or cancel their plans until further notice, and those with travel points were concerned about whether they could redeem their credits toward future travel plans.<\/p>\r\nTo reassure its customers, Alaska Airlines launched a campaign to announce an extension of expiration dates. More importantly, the message exuded compassion, flexibility and <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">relevance<\/a>\u2014all of which help drive customer engagement and loyalty during stressful and uncertain times.<\/p>\r\nThis is just a preview. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see more examples of how you can apply user profile and event data to create personalized cross-channel campaigns.<\/em><\/p>\r\n<h3>Adopt a Reactive Approach to Create Personalized Experiences<\/h3>\r\nDon\u2019t be fooled by the moniker: Reactive isn\u2019t synonymous with a knee-jerk response to your customers\u2019 needs. Creating personalized experiences requires a thorough understanding of your customers and segmenting them based on their actions and behavior with your brand.<\/p>\r\nIn the video below, Iterable Solutions Consultant, <a href=\"https:\/\/www.linkedin.com\/in\/nikilasimonutti\/\" target=\"_blank\" rel=\"noopener noreferrer\">Niki Simonutti<\/a>, explains why user segmentation is an integral part of your marketing strategy. Using a hypothetical e-commerce brand, Niki demonstrates how to retrieve the right data to create relevant messages to the right audience.<\/p>\r\n[embed]https:\/\/youtu.be\/Cz8Htjf1Ktg[\/embed]<\/p>\r\nRegardless of which lifecycle campaign you\u2019re launching, segmenting your users not only facilitates a connection, but it also allows you to tailor messages that resonate with your audience, which in turn means higher ROI for your business.<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11929 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-1_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using User and Event Data\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 1: User and Event Data","post_excerpt":"In our Level 1 guide to cross-channel personalization, we\u2019ll cover the details of user and event data and how to harness them in your marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-1-user-and-event-data","to_ping":"","pinged":"","post_modified":"2021-01-20 19:06:04","post_modified_gmt":"2021-01-21 03:06:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11901","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/"},{"ID":11905,"post_author":"7","post_date":"2021-01-14 07:43:03","post_date_gmt":"2021-01-14 15:43:03","post_content":"The global coronavirus pandemic derailed, well, everything<\/em>, so it's no surprise that people\u2019s mental and physical health were severely impacted. With so many other competing priorities, such as remote work, child and family care, and financial security, it's completely understandable that <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">many lost the motivation to stay active during these tumultuous times<\/a>.<\/p>\r\nThese particular effects of the pandemic have impacted those in the health and wellness industry, but there\u2019s still hope for marketers in this space despite the collective malaise.<\/p>\r\nA recent <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">survey Iterable conducted<\/a> showed that nearly 44% of health and wellness marketers had planned to launch New Year\u2019s resolution campaigns, and 36% planned to focus on delivering targeted messages that help drive engagement and growth.<\/p>\r\nRegardless of what your specific health and wellness marketing goals are, kicking off the new year with campaigns that convey empathy and trust can help your customers achieve a healthy body and mind\u2014and a more balanced life.<\/p>\r\nHere are four ways to do just that, using tactics from Iterable's own health and wellness customers.\u00a0<\/p>\r\n<h3>4 Ways to Stick to Your New Year\u2019s Marketing Resolutions<\/h3>\r\n<h4>1. Analyze user engagement data to optimize communications that drive revenue.<\/h4>\r\n<a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a> is a mindfulness and meditation app that has helped millions of people manage their emotions and find their center. Last April, <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">1.6 million people downloaded the app for the first time<\/a> to cope with the stresses and anxieties brought forth by the pandemic. But as <a href=\"https:\/\/iterable.com\/blog\/analytics-testing-sue-cho-calm\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sue Cho<\/a> (Head of Lifecycle Marketing at Calm) can attest, the path to reaching a large user base came with some challenges.<\/p>\r\nPreviously, she launched a <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">new-member onboarding campaign<\/a> that entailed eight emails over the course of one month. The first email was sent the day after sign-up; the remaining emails were dispatched every two days thereafter. During her post-launch analysis, Sue discovered that 80% of new users were dropping off after signup, which indicated that the messages didn\u2019t make a powerful first impression.<\/p>\r\nTo remedy the situation, Sue <a href=\"http:\/\/erable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmented<\/a> half of the new members and delivered the same eight emails in 15 days versus 27 days. Through testing and optimizing with <a href=\"http:\/\/iterable.com\/product\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> and <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a>, she saw a significant improvement in user engagement and retention and noticed a 4x increase in revenue.<\/p>\r\nLearn more about Calm's analytics and testing strategies in our <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">webinar on-demand<\/a>.<\/p>\r\n<h4>2. Apply dynamic segmentation across channels to boost engagement and the bottom line.<\/h4>\r\n<a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Curology<\/a> understands that a solid plan is as good as the person seeing it through. As an individualized prescription skincare company that caters to Gen Z and Millennials, it provides bespoke treatment plans that address a range of skin concerns, from acne to fine lines and wrinkles. In addition, the Curology team offers its customers 1:1 consultations with licensed dermatologists to ensure they achieve the best possible results.<\/p>\r\nGiven the nature of the business, its success hinges on its customers\u2019 ability to follow their personalized treatment plans. Knowing this, the Curology team <a href=\"https:\/\/iterable.com\/customers\/case-study\/curology\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 21-day challenge<\/a> to encourage its young customers to abide by their skincare regimen.<\/p>\r\nHowever, the Curology team\u2019s initial use of two different platforms to manage their email and SMS campaigns proved difficult. The data disparity hindered their ability to provide personalized recommendations at scale, let alone gain their customers\u2019 compliance. They also had to contend with the fact that <a href=\"https:\/\/adsharkmarketing.com\/marketing-to-gen-z-why-we-need-to-embrace-the-next-generation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Gen Z consumers have an attention span of about 8 seconds<\/a>, which meant they had to grab their attention fast.<\/p>\r\nThis prompted VP of Marketing Fabian Seelbach to seek out Iterable\u00a0to streamline the process, segment unengaged SMS users, and send them targeted follow-up campaigns to make sure they were sticking to the treatment plan. As for the results? The team boosted customer engagement by 26%, treatment plan compliance by 14%, and increased revenue by 10%.<\/p>\r\nCheck out the video below and <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">read Curology's full case study<\/a> to learn how.<\/p>\r\nhttps:\/\/youtu.be\/su7EZLn7R0o<\/p>\r\n<h4>3. Strengthen new user onboarding for maximum gains in conversions.<\/h4>\r\n<a href=\"https:\/\/fiit.tv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit.TV<\/a> is a U.K.-based fitness subscription app with a mission to make online fitness classes accessible to everyone. When the pandemic hit, the Fiit team saw a massive influx of new users\u2014300% YoY to be exact. But the exponential growth raised the question among the founders: How were they going to deliver personalized experiences at scale and retain users?<\/p>\r\nTo answer that question, the team <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 14-day free trial<\/a> for all new users in early 2020, and to their surprise, conversion rates dropped. Upon closer look, they discovered that their email onboarding sequence lacked clear objectives, leaving users not sure how best to get started.<\/p>\r\nAfter revising the onboarding sequence with Iterable\u2019s Experiments and <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Studio<\/a> (and testing and optimizing), the team\u2019s hard work paid off: Trial-to-paid conversions increased to 65% and first-day activations increased by 12%.<\/p>\r\nRead <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit's case study<\/a> for a deeper dive into how the team optimized its health and wellness marketing for peak performance.<\/p>\r\n<h4>4. Automate personalization to scale results and take back your time.<\/h4>\r\nIn 2014, Noga Leviner, co-founder and CEO of <a href=\"https:\/\/picnichealth.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PicnicHealth<\/a>, launched the company to create a platform that would allow patients to access their comprehensive medical history and anonymously contribute to medical research.<\/p>\r\nDuring the early stages, the company\u2019s engineering team handled all the marketing initiatives in the absence of a marketing team. They wrote the email logic and launched and managed their ongoing medical record collection campaign. But as the company\u2019s research programs grew, the engineers realized that manually segmenting users was highly inefficient and yielded less-than-ideal conversion rates.<\/p>\r\nAfter switching to Iterable, they were able to <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">automate the medical history consent campaign<\/a> and send personalized emails to different audience segments at scale. As a result, PicnicHealth\u2019s conversion rate skyrocketed to 90% and saved 10 hours per week in customer support.<\/p>\r\nLearn how PicnicHealth automated its communications, while maintaining the security and privacy of patient data, in this <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">full case study<\/a>.<\/p>\r\n<h3>Closing Thoughts on Health and Wellness Marketing<\/h3>\r\nIf there\u2019s anything 2020 has shown us, it\u2019s that health and wellness are essential. For marketers in the industry, as you continue to navigate the pandemic this year, make a commitment to restore some balance for your customers.<\/p>\r\nWhether it\u2019s encouraging them to meditate for five minutes or rewarding them for completing a workout, make sure your health and wellness marketing messages exude empathy and relevancy like never before.<\/p>\r\nNeed some guidance on how to boost customer engagement and revenue? <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"4 Ways to Enhance Your Health and Wellness Marketing","post_excerpt":"Meet your health and wellness marketing goals in the new year with these four tactics from Iterable's customers in the industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-enhance-health-and-wellness-marketing","to_ping":"","pinged":"","post_modified":"2021-01-14 07:43:03","post_modified_gmt":"2021-01-14 15:43:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/"},{"ID":11895,"post_author":"7","post_date":"2021-01-12 07:58:16","post_date_gmt":"2021-01-12 15:58:16","post_content":"Health and wellness brands are entering a new year with a drastically altered consumer landscape.<\/p>\r\nIn regions where gyms remain closed due to COVID-19 lockdowns, at-home and virtual workouts have become common alternatives. And where gyms are open, members must wear masks and fitness class sizes have shrunk due to safety restrictions.<\/p>\r\nAdditionally, demand is surging for mindfulness and meditation apps like <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, whose downloads <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">increased<\/a> by 36% from January to April 2020. However, stress and personal responsibilities have resulted in <a href=\"https:\/\/www.wsj.com\/articles\/covid-stress-derailed-your-workouts-heres-how-to-get-back-on-track-11596373200\" target=\"_blank\" rel=\"noopener noreferrer\">decreased motivation<\/a> to exercise for many consumers.<\/p>\r\nWe\u2019re in a new year of the pandemic. Given the many shifts in the health and wellness space, Iterable wanted to know how these changes have affected the industry\u2019s marketing efforts.<\/strong><\/p>\r\nTo gain a better understanding of 2020\u2019s impact on the health and wellness world, Iterable asked industry marketers how they feel about 2021. We surveyed health and wellness marketers across the U.S. and U.K. on their plans and predictions for the new year.<\/p>\r\nHere\u2019s what we discovered.<\/p>\r\n<h3>Health and Wellness Marketing Trends for 2021<\/h3>\r\n<h4>1. New Year\u2019s resolution messaging will not go away.<\/h4>\r\nOne of our biggest questions for health and wellness industry marketers was on the use of New Year\u2019s resolution messaging. Given the challenges consumers continue to face during the pandemic, we wondered if using a \u201cnew year, new you\u201d message\u2014or resolution messaging\u2014would still be a priority.<\/p>\r\nHowever, it appears this messaging will carry on. Nearly half (44%) of respondents are investing more<\/strong> in New Year\u2019s resolution messaging this year. Another 38% plan to invest in the same<\/strong> amount of messaging as last year.<\/p>\r\nFor most industry marketers, the planned continuation of resolution messaging lies in its success\u201477% think it's worthwhile. But when comparing U.S. and U.K. respondents, U.S. brands rely more on resolution messaging. Seventy-six percent of U.S. marketers say the messaging is a viable investment versus 64% of those in the U.K.<\/p>\r\n<h4>2. Marketers are preparing for higher Q1 customer attrition.<\/h4>\r\nConsidering the majority of respondents believe in the value of New Year\u2019s resolutions, it comes as no surprise that 65% also said the popularity of their product is tied to New Year\u2019s resolutions.<\/p>\r\nIndustry marketers were also aligned with previous studies that showed the <a href=\"https:\/\/www.sundried.com\/blogs\/training\/research-shows-43-of-people-expect-to-give-up-their-new-year-s-resolutions-by-february\" target=\"_blank\" rel=\"noopener noreferrer\">abrupt ending<\/a> of New Year\u2019s resolutions by consumers in February. More than half of respondents (52%) said their brand typically sees more than 20% attrition by the end of Q1 year-over-year.<\/p>\r\nFor 2021, industry marketers are also aware of new factors that could further impact typical Q1 attrition. Respondents listed a lack of motivation to achieve goals and customers falling back into old routines as the top barriers to customer acquisition and retention for Q1 2021.<\/p>\r\nHowever, they also noted increased stress, anxiety and uncertainty, as well as heightened personal demands, as top barriers\u2014all signs of the pandemic\u2019s effects on consumers.<\/p>\r\n<table style=\"border-collapse: collapse;width: 76.4457%;height: 335px\">\r\n<thead>\r\n<tr style=\"height: 63px\">\r\n<td style=\"width: 5.2656%;height: 63px\" colspan=\"3\">\r\n<h5>Top 3 barriers to retaining or acquiring customers during Q1 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">1<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Lack of customer motivation to achieve health and fitness goals<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">46%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">2<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Customers falling back into old routines<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">42%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 224px\">\r\n<td style=\"width: 5.2656%;height: 224px\">3<\/td>\r\n<td style=\"width: 61.401%;height: 224px\">\r\n[TIE]<\/p>\r\nHealth, fitness and wellness deprioritized by customers due to increased stress, anxiety and uncertainty<\/p>\r\n+<\/p>\r\nHealth, fitness and wellness deprioritized by customers due to increased personal demands<\/p>\r\n<\/td>\r\n<td style=\"width: 9.92004%;height: 224px\">28%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>3. Customer loyalty programs will skyrocket.<\/h4>\r\nHealth and wellness marketers see customer loyalty programs as a potential solution to address pandemic-related stressors and personal demands. Forty percent of respondents plan on developing customer loyalty programs in 2021.<\/p>\r\nMuch as they already have throughout 2020, industry marketers don\u2019t plan on stopping their innovation and adaptation to drive business. As we saw in our <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">2021 marketing trends report<\/a>, respondents also plan to increase personalization tactics\u201436% are increasing their focus on targeted marketing. Additionally, 30% of industry marketers plan to stay nimble by launching a new product or service to increase customer engagement as the pandemic continues.<\/p>\r\n<table style=\"border-collapse: collapse;width: 79.4076%\">\r\n<thead>\r\n<tr>\r\n<td style=\"width: 6.25293%\" colspan=\"3\">\r\n<h5>Top 3 tactics identified by health and wellness marketers to avoid Q1 dropoff in 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 6.25293%\">1<\/td>\r\n<td style=\"width: 60.4137%\">Develop a loyalty program<\/td>\r\n<td style=\"width: 12.7409%\">40%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">2<\/td>\r\n<td style=\"width: 60.4137%\">Put a greater emphasis on targeted marketing<\/td>\r\n<td style=\"width: 12.7409%\">36%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">3<\/td>\r\n<td style=\"width: 60.4137%\">Launch a new product\/service to increase engagement<\/td>\r\n<td style=\"width: 12.7409%\">30%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>The Outlook for Health and Wellness Marketers<\/h3>\r\nAlthough we were initially surprised by industry marketers\u2019 commitment to New Year\u2019s resolution messaging, we were also encouraged by respondents' plans for 2021.<\/p>\r\nEven with the reliance on historic resolution messaging, it\u2019s clear industry marketers have an idea of the challenges that lie ahead given their plans for loyalty programs, targeted marketing and new products and services. However, there\u2019s no denying that health and wellness brands will face an uphill climb in connecting with consumers while they continue dealing with the effects of the COVID-19 pandemic.<\/p>\r\nTo ensure that respondents\u2019 planned tactics like loyalty programs and targeted marketing are successful, industry marketers should consider how <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a> and <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">zero-party data<\/a> can help.<\/p>\r\nAI can help organizations better understand how customers feel about their brand\u2014in real time and across multiple channels\u2014which can inform smarter strategies that build stronger emotional connections with target audiences. Zero-party data offers brands an effective way to transparently collect data from customers and build a mutual partnership.<\/p>\r\nBy offering a personalized experience across all marketing channels, health and wellness brands can reduce New Year\u2019s resolution customer attrition regardless of new challenges presented by the pandemic.<\/p>\r\nWant to know how you can do more to personalize your customer engagement strategy in 2021? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Contact Iterable<\/a> to see how we can help.<\/em><\/p>","post_title":"New Year, New Tactics: 2021 Health and Wellness Marketing Trends","post_excerpt":"Iterable surveyed health and wellness marketers across the U.S. and U.K. to understand how they feel about 2021 and learn their plans for the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-health-and-wellness-marketing-trends","to_ping":"","pinged":"","post_modified":"2021-01-12 07:58:16","post_modified_gmt":"2021-01-12 15:58:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11895","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/"},{"ID":11864,"post_author":"70","post_date":"2021-01-11 08:28:17","post_date_gmt":"2021-01-11 16:28:17","post_content":"We're thrilled to announce that\u2014for the second year in a row\u2014Iterable has been recognized by Built In as one of the \"<a href=\"https:\/\/www.builtincolorado.com\/companies\/best-places-to-work-colorado-2021\">Best Places to Work in Colorado<\/a>.\" We\u2019ve also been included in the following subcategories:<\/p>\r\n<ul>\r\n\t<li>Best Midsize Companies to Work For (in both <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-midsize-places-to-work-colorado-2021\">Colorado<\/a> and <a href=\"https:\/\/www.builtinsf.com\/companies\/best-midsize-places-to-work-san_francisco-2021\">San Francisco<\/a>)<\/li>\r\n\t<li>Colorado\u2019s <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-paying-companies-colorado-2021\">Best Paying Companies<\/a><\/li>\r\n<\/ul>\r\nAs a featured employer, we\u2019re proud to join the ranks of some of the biggest names in tech, who all work to ensure that people come first!<\/p>\r\nAt Iterable, we take great pride in our workplace culture. From <a href=\"http:\/\/iterable.com\/culture\" target=\"_blank\" rel=\"noopener noreferrer\">day one<\/a>, our founders Andrew Boni and Justin Zhu recognized their commitment to build a thriving workplace that aligns with <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 core values<\/a>: Humility, Trust, Growth Mindset, and Balance. These values guide us as we grow and ensure that we are always connected to our people-first formula.<\/p>\r\n<blockquote>\r\n\"I'm incredibly proud to see Iterable on BuiltIn's 2021 List of Best Places to Work in Colorado,\" <\/em>said Lynette Busby, Senior Recruiting Operations Manager at Iterable. \"I've had the pleasure of working alongside some of the most genuine, dedicated, and inspiring people I\u2019ve ever met while at Iterable\u2014in the Denver office and beyond! While 2020 was a rollercoaster of a year, our executives' commitment to leading with empathy, community, trust, and positivity has helped our culture remain vibrant. Everyone here wants you to succeed, and this sentiment forms a strong foundation of support that bolsters our resilience during challenging times. While the last year has certainly been difficult, it's Iterable's strong culture that has helped us through.\"<\/em><\/p>\r\n<\/blockquote>\r\n<a href=\"http:\/\/BuiltIn.com\">BuiltIn.com\u2019s<\/a> 2021 Best Places to Work List \u201crecognizes top employers across the country, featuring companies who go above and beyond for their people, measuring benefits, support, culture programs, and initiatives.\u201d The list ranks companies algorithmically based on compensation data and employer benefits. Rank is determined by combining a company\u2019s score in each of these categories.<\/p>\r\nAcross our different offices around the world, we celebrate our teams\u2019 unique talents, skills and backgrounds.\u00a0 Our employees are the cornerstone of what makes Iterable a great place to work. \r\n \r\nHere\u2019s what some of our Denver employees had to say when asked about working at Iterable:\u00a0<\/p>\r\n<img class=\"alignnone wp-image-11892 \" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-11-at-8.44.42-AM.png\" alt=\"Best places to work quotes - Gina Garenchana\" width=\"686\" height=\"579\" \/><\/p>\r\n<img class=\"alignnone wp-image-11871\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.44.07-PM.png\" alt=\"Best Places to Work in Colorado quote - Luis Valdez\" width=\"557\" height=\"540\" \/><\/p>\r\n<img class=\"alignnone wp-image-11872 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.50.52-PM.png\" alt=\"Best Places to Work in Colorado quote - Nate Meir\" width=\"624\" height=\"437\" \/> \r\nIterable now has more than 70 employees based in Denver. We\u2019re <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">currently hiring<\/a> for over a dozen roles in Denver or remotely across various departments, so if you\u2019re looking for your next career opportunity, we\u2019d love to have you on our talented team. Come join us!<\/p>","post_title":"Iterable on 2021 List of Best Places to Work in Colorado","post_excerpt":"We\u2019re honored to rank on Built In\u2019s 2021 list of Best Places to Work in Colorado. Learn what our Denver team loves about working at Iterable\u2014we're hiring!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-best-places-to-work-in-colorado","to_ping":"","pinged":"","post_modified":"2021-01-11 11:54:40","post_modified_gmt":"2021-01-11 19:54:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11864","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-best-places-to-work-in-colorado\/"},{"ID":11857,"post_author":"7","post_date":"2021-01-06 07:44:20","post_date_gmt":"2021-01-06 15:44:20","post_content":"Transactional messages play an important part of email strategy as they provide detailed critical information pertaining to a customer\u2019s transactions or account activity.\u00a0<\/p>\r\nA few examples of transactional messaging can be a receipt for a purchase, resetting an account password, or a status update on an expected delivery.<\/p>\r\nAccording to our trusted partner, <a href=\"https:\/\/www.mailgun.com\/blog\/email-open-rates-decoded\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pathwire<\/a>, marketing emails have an average of a 20-25% open rate, whereas open rates of transactional messages can be up to 60-65% higher and average around 80-85%.<\/p>\r\nSince these types of messages are expected by recipients and have a higher engagement rate, many marketers often set and forget them. However, if you're not leveraging dynamic content in these emails, you're missing out on an opportunity to drive that engagement even further.<\/p>\r\nThese three tips on how to personalize transactional messages with dynamic content will help improve your overall customer experience and build loyalty toward your brand.<\/p>\r\n<h3>3 Tips to Make Your Transactional Messages More Dynamic<\/h3>\r\n<h4>1. Personalize With Transactional Data<\/h4>\r\nThis may sound obvious, but utilizing transactional data in your emails is a great way to provide assurance in your communications by hydrating your message with information relevant to the transaction.<\/p>\r\nCreative Market is a marketplace that allows users to purchase fonts, graphics, themes and other design-related materials from independent content creators. In this message below, Creative Market provides relevant information about a recent purchase by dynamically populating content within the message.<\/p>\r\n\r\n[caption id=\"attachment_11859\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/danil-sent-you-a-message\"><img class=\"wp-image-11859 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-1-Creative-Market.png\" alt=\"Creative Market email\" width=\"680\" height=\"615\" \/><\/a> Source: Really Good Emails<\/em>[\/caption]\r\n\r\nIn this example, the user receives a notification that contains a message from the content creator, which includes the user\u2019s first name, the creator\u2019s account name and the message that was sent to the user from the creator.<\/p>\r\nDynamic Content Tip<\/strong>: Showing a customer's clear billing information and purchase data provides peace of mind that their purchase was processed properly and that their product is on the way! You could even personalize the subject line and preheader text to include information about the purchase (e.g. \"New shoes coming your way, Mikey!) to make your message stand out in their inbox.<\/p>\r\n<h4>2. Cross-Sell and Upsell With Product Recommendations<\/h4>\r\nRecommendations can add value to your transactional messages by providing the customer with personalized suggestions of products or services they may be interested in. This highlights items they have yet to discover and encourages future purchases.<\/p>\r\nIn the example below, Skillshare provides a transactional message to its customers when they have enrolled in a class and are ready to start learning. This message also uses their historical data to recommend related classes they may like, saving the customer time and effort in browsing the course catalog themselves.<\/p>\r\n\r\n[caption id=\"attachment_11860\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-class-skillshare\"><img class=\"size-full wp-image-11860\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-2-Skillshare.png\" alt=\"Skillshare product recommendations\" width=\"680\" height=\"1256\" \/><\/a> Source: Really Good Emails<\/em>[\/caption]\r\n\r\nDynamic Content Tip<\/strong>: Iterable\u2019s Catalog allows you to easily store, manage, and generate recommendations based on of a user's profile data, providing deep personalization for your relevant content. To learn more about Catalog, check out <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">this blog post<\/a>.<\/p>\r\n<h4>3. Keep Them Coming Back for More With Coupons<\/h4>\r\nWho doesn\u2019t love a good deal from a brand that you love, right!? A great way to draw your customers to come back again is to include a coupon, discount or other incentive toward their next purchase, directly into your transactional emails.<\/p>\r\nDoing this is a two-for-one where you will be delivering relevant information to a customer\u2019s transaction, while also promoting the customer to start considering a future purchase, whether for themselves or as gifts for their family and friends. Why motivate only one person to buy when you can reach several instead?<\/p>\r\nIn the example below, Rover provides a confirmation email about a booking and advertises a $20 discount if the customer refers a friend for their service at the bottom of the message.<\/p>\r\n\r\n[caption id=\"attachment_11861\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/confirm-tychos-booking-with-ana-now\"><img class=\"size-full wp-image-11861\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-3-Rover.png\" alt=\"Rover referral discount\" width=\"680\" height=\"1752\" \/><\/a> Source: Really Good Emails<\/em>[\/caption]\r\n\r\nDynamic Content Tip<\/strong>: Promote specific incentives for customers based on how much they spent on their last purchase. For example, if a customer spends $100 or more, then display a 20% coupon.<\/p>\r\nIterable allows you to customize your email templates using handlebar logic that references the total amount spent and displays the discount coupon for that spending threshold. More information on how to accomplish this can be found directly in our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Personalizing-Templates-with-Handlebars-#working-with-numbers-longs-and-doubles\" target=\"_blank\" rel=\"noopener noreferrer\">documentation<\/a>.<\/p>\r\n<h3>Transform Your Transactions<\/h3>\r\nConsumers rely on transactional messages because they contain critical content, but since they're already expecting them, why not personalize them to create a more valuable and enjoyable experience?<\/p>\r\nUtilizing content dynamically in your transactional emails can drive engagement, build trust and loyalty, all while strengthening your customer lifecycle and your brand overall.<\/p>\r\nFor a deep-dive into all things dynamic content, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">download our latest guide<\/a> in our Personalization Playbook series.<\/p>","post_title":"3 Tips to Make Your Transactional Messages Top-Notch","post_excerpt":"Want to drive engagement and build brand loyalty? Here are three tips on how to personalize transactional messages with dynamic content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-tips-transactional-messages","to_ping":"","pinged":"","post_modified":"2021-02-02 14:09:05","post_modified_gmt":"2021-02-02 22:09:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11857","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-tips-transactional-messages\/"},{"ID":11852,"post_author":"7","post_date":"2021-01-05 08:44:17","post_date_gmt":"2021-01-05 16:44:17","post_content":"So you survived the <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday shopping season<\/a>\u2014congrats! Now that retailers and brands are setting their sights on the new year, marketers everywhere are nailing down their strategies, determining their hiring plans, setting budgets, evaluating new technologies and brainstorming creative campaigns.<\/p>\r\nBut after nearly a year into a global pandemic, we wanted to know\u2014what can we really expect to see from marketers in 2021?<\/p>\r\nWe recently <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> to find out their plans for 2021 and discovered these top four findings:<\/p>\r\n<ol>\r\n\t<li>Martech stacks will leverage more data and automation for customer acquisition.<\/li>\r\n\t<li>Marketers will go all-in on AI and zero-party data.<\/li>\r\n\t<li>Almost 90% of B2C brands will have an app by the end of 2021.<\/li>\r\n\t<li>COVID-19 concerns aren't going away.<\/li>\r\n<\/ol>\r\nBut those findings are just the high-level summary of how marketers will evolve the customer experience this year.<\/p>\r\nCheck out our infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\nInside you'll learn:<\/p>\r\n<ul>\r\n\t<li>Marketers' top business priorities in 2021<\/li>\r\n\t<li>The martech tools on everybody's wish lists<\/li>\r\n\t<li>How marketing budgets have been impacted<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\nClick on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11855\" align=\"alignnone\" width=\"1000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\"><img class=\"wp-image-11855 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\" alt=\"2021 Marketing Trends Infographic\" width=\"1000\" height=\"4000\" \/><\/a> Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>2021 Marketing Trends: The Times Are No Longer Unprecedented<\/h3>\r\nWe all got dealt a bad hand in 2020, but as these 2021 marketing trends suggest, this year is already shaping up for the better. Marketers may still be concerned about what's to come, but they are more prepared to tackle it head-on.<\/p>\r\nWant to dive even deeper into these survey results and what they mean for your brand? Join us for our next webinar, \"The 2021 Outlook: 5 Data-Driven Marketing Predictions\" on January 12 at 11:00 a.m. PT. <a href=\"https:\/\/iterable.com\/webinars\/2021-data-driven-marketing-predictions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Register today<\/a>!<\/p>","post_title":"2021 Marketing Trends to Kick Off the New Year [Infographic]","post_excerpt":"Check out our infographic on 2021 marketing trends for key takeaways and statistics that can guide your planning in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-infographic","to_ping":"","pinged":"","post_modified":"2021-01-05 08:44:17","post_modified_gmt":"2021-01-05 16:44:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11852","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/"},{"ID":11809,"post_author":"7","post_date":"2020-12-18 07:21:50","post_date_gmt":"2020-12-18 15:21:50","post_content":"In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!\u00a0<\/p>\r\nEvery campaign submitted deserved a shout-out, but these top five were especially awesome. Keep reading to see the winners so you can find your inspiration for the new year!<\/p>\r\n<h3>Drum Roll Please: The Best Marketing Campaigns of 2020<\/h3>\r\n<h4>Best Onboarding: HealthyWage<\/h4>\r\n<a href=\"https:\/\/www.healthywage.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">HealthyWage<\/a> uses cash prizes to make fitness more fun and effective by allowing users to make personalized bets to win up to $10,000.<\/p>\r\nAccording to <a href=\"https:\/\/www.linkedin.com\/in\/corarae\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cora Martin<\/a>, Sr. Marketing Manager at HealthyWage, the first message in this onboarding campaign educates users about the HealthyWage app, with calls to action to a beginner\u2019s guide and the progress tracker. A secondary section encourages members to get social by visiting the blog and joining the brand\u2019s Facebook page.<\/p>\r\n\r\n[caption id=\"attachment_11812\" align=\"alignnone\" width=\"187\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\"><img class=\"wp-image-11812 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\" alt=\"HealthyWage Onboarding Email\" width=\"187\" height=\"941\" \/><\/a> HealthyWage welcomes new users with relevant onboarding information.<\/em>[\/caption]\r\n\r\nWe love that content leads the way in this message, providing immediate value to users as they navigate their app experience. The design is clean and simple, and based on user engagement with the various CTAs, HealthyWage can personalize future messages by their specific interests.<\/p>\r\n<h4>Best Confirmation: ConsumerAffairs<\/h4>\r\n<a href=\"https:\/\/www.consumeraffairs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsumerAffairs<\/a> offers information for consumers, such as news, ratings and reviews of products, as well as buyers guides and information on specific topics.<\/p>\r\nWhen a user requests more information on one of the hundreds of different brands represented on the site, ConsumerAffairs sends a confirmation email to inform them of what\u2019s next in the process and showcase similar product categories.<\/p>\r\n\r\n[caption id=\"attachment_11817\" align=\"alignnone\" width=\"354\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\"><img class=\"wp-image-11817 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\" alt=\"ConsumerAffairs Confirmation Email\" width=\"354\" height=\"793\" \/><\/a> ConsumerAffairs achieves up to 40% open rates on this confirmation email.<\/em>[\/caption]\r\n\r\nThe company has only been using Iterable for several weeks, but it\u2019s already achieving amazing results. According to <a href=\"https:\/\/www.linkedin.com\/in\/glanzerr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ryan Glanzer<\/a>, Email Marketing Manager at ConsumerAffairs, the team has quickly built out a complex <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, and even as they continue to warm up their IP, they\u2019re seeing open rates at nearly 40% daily<\/strong> on this brand referral confirmation campaign. Congrats Ryan and team!<\/p>\r\n<h4>Best Promotion: Pressed Juicery<\/h4>\r\n<a href=\"https:\/\/pressedjuicery.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pressed Juicery<\/a> has set the standard for cold-pressed juice by providing millions of customers with healthy juice from California\u2019s Central Valley.<\/p>\r\nThis promotion was the favorite of <a href=\"https:\/\/www.linkedin.com\/in\/sonam-patel-1565b5112\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sonam Patel<\/a>, West Coast Field Marketing Manager at Pressed Juicery, because it was a special feature of the brand\u2019s wellness shots.<\/p>\r\n\r\n[caption id=\"attachment_11816\" align=\"alignnone\" width=\"175\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\"><img class=\"wp-image-11816 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\" alt=\"Pressed Juicery Promotion\" width=\"175\" height=\"843\" \/><\/a> Pressed Juicery puts wellness shots on display in this promotion.<\/em>[\/caption]\r\n\r\nWe love the minimalist S-curve design that puts these products front and center, with subtle details like an ombre color scheme with shots ranging from light to dark. And each shot has a separate \u201cOrder Now\u201d link, allowing for personalization based on the customer\u2019s preferred press.<\/p>\r\n<h4>Best Personalization: The Dyrt<\/h4>\r\nWith air travel taking a nosedive this year, it\u2019s no surprise that more folks packed up their RVs and hit the road instead. <a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a>, the leading camping app and community for outdoor enthusiasts, delivered in a big way with personalized campaigns.<\/p>\r\nWe just had to feature this weekly digest campaign in our <a href=\"https:\/\/reallygoodemails.com\/school\/welcome-to-rge-school\" target=\"_blank\" rel=\"noopener noreferrer\">RGE School<\/a> session on metadata with Really Good Emails, because of all the highly personalized details in every single section.<\/p>\r\n\r\n[caption id=\"attachment_11815\" align=\"alignnone\" width=\"281\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\"><img class=\"wp-image-11815 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\" alt=\"The Dyrt Personalization\" width=\"281\" height=\"675\" \/><\/a> The Dyrt takes personalization to the max with this metadata-powered message.<\/em>[\/caption]\r\n\r\nLet\u2019s just list off the goodness here, shall we?<\/p>\r\n<ul>\r\n\t<li>Greeting by first name<\/li>\r\n\t<li>Countdown to this month\u2019s contest<\/li>\r\n\t<li>Individual contest names, regions and prize descriptions<\/li>\r\n\t<li>Leaderboard standings and points<\/li>\r\n\t<li>User-specific camper level with stats on reviews, photos, videos, edits and other contributions<\/li>\r\n<\/ul>\r\nWith the right technology, this advanced level of individualization becomes easier to accomplish, and <a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt uses the power of Iterable Catalog<\/a> to create personalized messages and recommendations. This campaign may be promoting camping contests, but The Dyrt\u2019s world-class personalization here is the real prize.<\/p>\r\n<h4>Best Overall: Drizly<\/h4>\r\nOkay, technically we\u2019re featuring not one, but TWO, marketing campaigns from Drizly, because much like most of the email marketing community, we could not get enough of their wit and creativity in 2020.<\/p>\r\nAccording to Kylie McCarthy, former Director of CRM at Drizly and one of Iterable\u2019s <a href=\"https:\/\/iterable.com\/marketing-masters\/kylie-mccarthy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>, the first campaign is one the team launched after they accidentally sent out a \u201cpersonalized\u201d email back in May, without any of the actual personalization\u2014just a whole lot of \u201cLorem Ipsum.\u201d But mistakes happen, and Drizly took the opportunity to show that their brand has a personality and a sense of humor with this apology email.<\/p>\r\n\r\n[caption id=\"attachment_11814\" align=\"alignnone\" width=\"427\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\"><img class=\"wp-image-11814 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly Apology Email\" width=\"427\" height=\"789\" \/><\/a> Drizly wins over subscribers with this \u201coops\u201d email.<\/em>[\/caption]\r\n\r\nFrom the eye-catching \u201clol, wtf was that\u201d subject line, to blaming the dog, to offering the \u201cLOREMIPSUM\u201d promo code, this is exactly how a brand says sorry right. The response to this apology email was overwhelmingly positive, even creating some social media buzz and resulting in this <a href=\"https:\/\/medium.com\/better-marketing\/how-drizly-turned-an-e-mail-blunder-into-a-brilliant-marketing-campaign-827eac9b82a0\" target=\"_blank\" rel=\"noopener noreferrer\">Medium article by Jon Torrey<\/a>. If you ever experience a marketing blunder, look no further than Drizly as a great example of how to handle it.<\/p>\r\nAnd in case you thought Drizly was done delighting the email marketing community this year, behold the best CTA we\u2019ve seen in a long time: \u201cWhoop Jared Is.\u201d<\/p>\r\n\r\n[caption id=\"attachment_11818\" align=\"alignnone\" width=\"786\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM.png\"><img class=\"wp-image-11818 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM-e1608304674757.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly "Whoop Jared Is"\" width=\"786\" height=\"707\" \/><\/a> Hats off to you, Jared, and the rest of the Drizly marketing team!<\/em>[\/caption]\r\n\r\nWith the subject line, \u201cI\u2019ve been here a year, so here\u2019s $3\u201d this email was impossible to ignore from the get-go and just kept getting better with each word, from the pandemic humor to \u201cThe Notebook\u201d reference. We shared this glorious message with <a href=\"https:\/\/www.facebook.com\/groups\/womenofemail\" target=\"_blank\" rel=\"noopener noreferrer\">Women of Email<\/a>, and it received over 200 likes and comments like, \u201cThis is the best email I\u2019ve ever gotten and I had to show 3-4 people.\u201d<\/p>\r\n<h3>Buh-Bye 2020<\/h3>\r\nEven if you\u2019re just counting down the days for 2020 to end, these marketing campaigns proved that silver linings do exist, and there was still so much to celebrate this year. We\u2019re proud of all the marketers out there who pivoted their strategies, built new things, connected with empathy and made customers laugh along the way.<\/p>\r\nCheers to you all\u2014we at Iterable want to thank our customers for their support this year and wish everyone happy holidays. We\u2019ll see you in 2021!<\/p>","post_title":"It\u2019s Inspiration Time: The Best Marketing Campaigns of 2020","post_excerpt":"In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"best-marketing-campaigns-of-2020","to_ping":"","pinged":"","post_modified":"2020-12-18 09:33:13","post_modified_gmt":"2020-12-18 17:33:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11809","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/best-marketing-campaigns-of-2020\/"},{"ID":11806,"post_author":"35","post_date":"2020-12-17 11:04:47","post_date_gmt":"2020-12-17 19:04:47","post_content":"Trust is integral to relationships. It\u2019s one of the core needs in <a href=\"https:\/\/www.simplypsychology.org\/maslow.html\" target=\"_blank\" rel=\"noopener noreferrer\">Maslow\u2019s hierarchy of needs<\/a>. It\u2019s so integral, it is often seen as more important to a successful relationship <a href=\"https:\/\/www.bustle.com\/articles\/160467-11-things-that-are-more-important-than-love-in-a-relationship\" target=\"_blank\" rel=\"noopener noreferrer\">than even love<\/a>.\u00a0<\/p>\r\nAs the lines between people have blurred thanks to the global connectivity of technology, the prioritization of trust has become a deeply personal endeavor. For consumers and their personal data, trust has arguably become the<\/em> top priority. After all, four out of five consumers say they need to be able to trust a brand to <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-03\/2020%20Edelman%20Trust%20Barometer%20Brands%20and%20the%20Coronavirus.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">do what is right<\/a> in order to buy from them.\u00a0\u00a0<\/p>\r\nSadly, trust that brands will do right by the consumer\u2014or humanity at large\u2014is at <a href=\"https:\/\/www.uvic.ca\/news\/topics\/2020+gustavson-brand-trust-index+media-release#:~:text=%E2%80%9CWhile%20trust%20in%20key%20institutions,the%20Gustavson%20School%20of%20Business.\" target=\"_blank\" rel=\"noopener noreferrer\">an all time low<\/a>. The precipitous growth in distrust can, in no small part, be attributed to how brands have used data.\u00a0<\/p>\r\n<a href=\"https:\/\/cookie-script.com\/all-you-need-to-know-about-third-party-cookies.html#:~:text=Since%20the%20late%201990s%2C%20online,use%20of%20third%2Dparty%20cookies.\" target=\"_blank\" rel=\"noopener noreferrer\">For decades<\/a>, brands have relied on third-party cookies as the quick path to personalization. As a result, so many consumers have deemed this to be invasive that <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">third-party cookies are on their way out<\/a>.\u00a0<\/p>\r\nThe announcement has left many brands wondering, \u201cwhere do we go from here?\u201d The answer is simple. You go back to the basics. You focus on trust.\u00a0<\/p>\r\n<h3>Hitting the Reset Button<\/h3>\r\nThe changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies. It\u2019s a matter of hitting the reset button briefly, taking stock of where your <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand sentiment<\/a> and trust stands in your customer base, and moving forward.<\/p>\r\n<h4>Navigating a Fluid Path<\/h4>\r\nThe increase in global connectivity mentioned above has pushed a double-edged sword onto brands.\u00a0<\/p>\r\nOn the one hand, marketers have myriad opportunities, touchpoints and channels to interact with consumers. The customer experience is <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">no longer linear<\/a> and can be personalized at the individual level with relative ease when compared to even just a few years ago.\u00a0<\/p>\r\nOn the other hand, however, the floodgates are wide open for breaches in trust and unsatisfying customer experiences.\u00a0<\/p>\r\nConsumers are increasingly knowledgeable. They do <a href=\"https:\/\/transaction.agency\/ecommerce-statistics\/81-of-shoppers-research-their-product-online-before-purchasing\/\" target=\"_blank\" rel=\"noopener noreferrer\">their research<\/a>. They <a href=\"https:\/\/www.invespcro.com\/blog\/the-importance-of-online-customer-reviews-infographic\/\" target=\"_blank\" rel=\"noopener noreferrer\">read reviews<\/a> and explore their options. Even the slightest slip up in the customer experience can be <a href=\"https:\/\/corp.yonyx.com\/customer-support-2\/negative-impact-bad-customer-experience-business\/#:~:text=One%20bad%20customer%20experience%20can,for%20any%20negative%20customer%20experiences.\" target=\"_blank\" rel=\"noopener noreferrer\">costly<\/a> for brands.\u00a0<\/p>\r\nThe ideal customer experience bakes trust into every message and interaction. And you foster that trust by combining data with contextualized communications. The first step is identifying which data to use.<\/p>\r\n<h4>Not All Data Is Untrustworthy<\/h4>\r\nWhen looking at data deemed trustworthy by a customer, brands have to look at the source. And the best source for data that users will trust: users.\u00a0<\/p>\r\nHere\u2019s where first-party and zero-party data come in. You can read here for more about <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">how first- and zero-party data are used<\/a>, but for this discussion, it\u2019s important to focus on trust that comes inherently from using data implicitly (first-party) and explicitly (zero-party) provided by customers.\u00a0<\/p>\r\nConsumers are looking for a customer experience that adheres closely to their values, preferences, likes and dislikes. Let them tell you each of these and more. In allowing your communications with customers to be more of a back-and-forth rather than one-sided, you are allowing customers to drive some of that experience with your brand.<\/p>\r\nThey get a say in how their time with you and your products is spent. Few things show mutual trust more than relinquishing power to the other side of the dynamic. Let your customers share their interests and preferences with you. Give them a voice.\u00a0<\/p>\r\nOnce you have your first- and zero-party data identified, you have to work insights from this data into the other piece of the trust puzzle: contextualized communications.<\/p>\r\n<h3>We\u2019re in This Together<\/h3>\r\nEmpathy is a <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">hot topic<\/a> in 2020. It is rare that an event like the pandemic brings the whole world together in a unified experience. And brands have had to call attention to this global disruption in their marketing campaigns.\u00a0<\/p>\r\nFor instance, healthcare workers this year have taken on a monumental task.\u00a0<\/p>\r\nShoe retailer <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Allbirds<\/a> noticed and created an opportunity for its customers to help out. The company established two channels for donations to occur to give back to the healthcare community in the best way they know: through shoes.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_9212\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9212\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-06-at-2.44.36-PM-1024x857.png\" alt=\"Allbirds COVID Response\" width=\"1024\" height=\"857\" \/> If you need shoes for yourself or not, you have the option to donate a pair.<\/em>[\/caption]\r\n\r\nAddressing context and being empathetic to varying situations that impact buying behavior builds trust that your brand is paying attention. It humanizes the experience to bring that back-and-forth connection between brand and user to the next level.\u00a0<\/p>\r\nYou appreciate when friends and family are empathetic; brands, in meeting expectations of a one-on-one experience, must utilize the data at their disposal to get a deeper understanding of how each customer is approaching the purchasing process.\u00a0<\/p>\r\nA fact that is far too often forgotten when brands strategize is that we are all consumers. Marketers, executives, product teams\u2014we all have our own preferences, tastes, wants, needs, likes and dislikes.<\/p>\r\nIt\u2019s time the customer experiences reflects what we would enjoy ourselves.\u00a0<\/p>\r\nHumanizing the experience as I lay out above instills a sense of trust in your customer experience strategies. It\u2019s trust that on the other side of that brand message is a person with the customer\u2019s best interest in mind.\u00a0<\/p>\r\nWithout this final, human element, the relationship retains a sense of formality, reducing it to a series of transactions rather than lifting it to the heights of where it should be: a long-term, trusted partnership.<\/p>","post_title":"Customers Prioritize Trust. So Should You.","post_excerpt":"The changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customers-prioritize-trust-so-should-you","to_ping":"","pinged":"","post_modified":"2020-12-17 11:04:47","post_modified_gmt":"2020-12-17 19:04:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11806","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/"},{"ID":11783,"post_author":"7","post_date":"2020-12-16 07:32:52","post_date_gmt":"2020-12-16 15:32:52","post_content":"Built from email marketing, <a href=\"https:\/\/trendlineinteractive.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a> is an agency and consultancy that inspires meaningful engagement through cross-channel communications.<\/em><\/p>\r\nRead on for their guest contribution to the Iterable blog to learn why data needs to come before the design of dynamic content.<\/em><\/p>\r\nYou've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\"<\/p>\r\nIn other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.<\/p>\r\n<h3>How Data and Design Work Together<\/h3>\r\nLet's say you've heard a lot about <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">dynamic content<\/a>, and so you go to your email development team and say, \"Can you design me a template for dynamic content now? We can figure out the back end later.\"<\/p>\r\nThe short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data sources or data files might not be reliable.<\/p>\r\nEmail design needs to accommodate \"graceful degradation\"\u2014a design term that means an email is designed for the viewing clients that support its features and has fallbacks built-in so the email can be viewed on older, less capable email clients. (See the end of this post for an example.)<\/em><\/p>\r\nWhen you let an email design get out ahead of your data, you end up with blank fields (like the dreaded \"Hello {{firstname}}\" failure). If you haven't planned for these incidents, your emails look like disaster zones to your customers, and that can sabotage your campaign success.<\/p>\r\n<h3>What You Need to Move Up to Dynamic Content<\/h3>\r\nDynamic content is an email component that changes automatically for each subscriber according to the data you have on that subscriber, such as preferences, opens and clicks, purchases, browsing and other behavior.<\/p>\r\nDynamic content can help you create emails that are as close to one-to-one communications with your subscribers as you can get at scale. They also deliver open and click rates that range from <a href=\"https:\/\/www.martechadvisor.com\/articles\/content-marketing\/what-is-dynamic-content-definition-types-strategy-best-practices-with-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">10% to 15% higher than static emails<\/a> and can even outperform triggered emails, like purchase confirmations or abandoned-cart follow-ups.<\/p>\r\nBut dynamic content also requires a healthy amount of subscriber or customer data, which determines which content the recipient will see and what content will display instead when you lack the necessary data.<\/p>\r\nThat's why designing for dynamic content requires forethought and strategy, as well as an understanding of how HTML works in email. Your creative team must account for the dynamic modules that will be hidden or replaced with alternate content if the message goes to subscribers without matching data.<\/p>\r\nVerifying your data quality is a key part of the design process. It's as important as choosing images, writing copy or creating a call to action.<\/p>\r\nIf you don't first verify which of your data fields are unreliable and which are definitely unusable, you can't design the proper containers or eliminate content fields entirely from the design. Strategizing the user experience is extremely important when you have less control over the final output (that is, the output is not static).<\/p>\r\nSimply put, when you get your data in order first before designing your email, you avoid having to correct errors, such as sending emails with blank or misconfigured fields.<\/p>\r\n<h3>\"Data Before Design\" in Action<\/h3>\r\nThis email is a monthly engagement statement that goes out to customers using an online yard management program. The first image shows the original template, which has 15 or more dynamic content modules in the complete form. It's designed to be highly flexible and allows for the stacking of additional content.<\/p>\r\nThe second image shows the same email but without the rich array of data fields that make the first image so engaging. Subscribers are less likely to keep this email in their inboxes for future reference and potential purchases.<\/p>\r\n<h4>Image #1: Dynamic email with full comprehensive data<\/h4>\r\n\r\n[caption id=\"attachment_11791\" align=\"alignnone\" width=\"496\"]<img class=\"wp-image-11791 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-1.png\" alt=\"Dynamic email with full comprehensive data\" width=\"496\" height=\"1472\" \/> Source: Trendline Interactive<\/em>[\/caption]\r\n\r\nThe following data points are needed to create the full email above (as well as app deep links):<\/p>\r\nHero module:<\/p>\r\n<ul>\r\n\t<li>Month \/ Season<\/li>\r\n\t<li>Personalized lawn plan name<\/li>\r\n<\/ul>\r\nProduct #1 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\nProduct #2 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\nPrecipitation module:<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n\t<li>3 image states were used (not to scale of the amount needed)<\/li>\r\n\t<li>Local data<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\nFeatured tip:\u00a0<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n<\/ul>\r\nLawn care recommendation:<\/p>\r\n<ul>\r\n\t<li>Lawn name<\/li>\r\n\t<li>Lawn plan<\/li>\r\n\t<li>Product name<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<h4>Image #2: Dynamic email with minimal data<\/h4>\r\nThe below image is an excellent example of graceful degradation. It's visually appealing, with no blank fields. But, without the wealth of data available in the first email, it becomes little more than another static email. Only the ZIP-code-based data pulled from customers'\u00a0 program accounts gives subscribers any useful information.<\/p>\r\n\r\n[caption id=\"attachment_11792\" align=\"alignnone\" width=\"448\"]<img class=\"size-full wp-image-11792\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-2.png\" alt=\"Dynamic email with minimal data\" width=\"448\" height=\"872\" \/> Source: Trendline Interactive<\/em>[\/caption]\r\n\r\n<h3>Wrapping Up<\/h3>\r\nDynamic content helps brands create the kinds of emails that keep customers coming back to engage and buy. It's one of the advancements that keep email relevant and vibrant years after people claimed the channel was dead.<\/p>\r\nBut remember, that building an engaging email is much more than just effective subject lines and eye-catching designs, you must get your data house in order so you can deliver highly relevant content.<\/p>\r\nIf your data could use some help, <a href=\"https:\/\/trendlineinteractive.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a>\u2019s strategy and design experts can audit your data and put it to work to create emails your customers will love.<\/p>","post_title":"Dynamic Content: \"Data Before Design\" in Action","post_excerpt":"You've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\" Here's why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dynamic-content-data-before-design","to_ping":"","pinged":"","post_modified":"2020-12-16 08:51:44","post_modified_gmt":"2020-12-16 16:51:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11783","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/dynamic-content-data-before-design\/"},{"ID":11789,"post_author":"7","post_date":"2020-12-15 07:25:19","post_date_gmt":"2020-12-15 15:25:19","post_content":"Let\u2019s get it out of the way: 2021 will not have typical marketing trends.\u00a0<\/p>\r\nIn 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.\u00a0<\/p>\r\nAfter the roadblocks presented in 2020, what do marketers expect in 2021 when nobody knows what to expect?<\/strong><\/p>\r\nTo 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 U.S. and U.K. to gauge their plans for 2021 and identify what really matters to marketers<\/strong>.\u00a0<\/p>\r\nHere\u2019s what we found.<\/p>\r\n<h4>1. Martech stacks will leverage more data and automation for customer acquisition<\/h4>\r\nMarketers\u2019 top three business priorities for 2021 are to increase new customer acquisition (65%), improve data management (44%) and optimize marketing automation workflows (41%).\u00a0<\/p>\r\nThese 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.\u00a0<\/p>\r\nThe alignment of business priorities and martech stacks shows that marketing teams are trying to streamline customer engagement 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.\u00a0<\/p>\r\n<h4>2. Marketers will go all-in on AI and zero-party data<\/h4>\r\nThe 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\u2014data given explicitly to a brand by customers\u2014to better personalize messaging experiences in 2021. The focus on these technologies indicates that brands are doing everything possible to earn precious market share through personalization 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\nMarketers 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 personalized brand experience. With <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\">AI<\/a>, marketers can automatically calculate and classify customer sentiment to deliver effective messaging at scale.\u00a0\u00a0\u00a0<\/p>\r\nWhile 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 to build 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.\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\nZero-party data is also ready for a big jump in utilization 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 <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">expect an individualized experience<\/a> from brands.<\/p>\r\nMarketers can navigate this challenge with zero-party data by collecting data from consumers transparently and directly. Additionally, zero-party data gives marketers a <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">chance<\/a> to welcome consumers into a conversation with their brand as well as give them a share of voice and sense of partnership.\u00a0<\/p>\r\n<h4>3. Almost 90% of B2C brands will have an app by the end of 2021<\/h4>\r\nMore 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.\u00a0<\/p>\r\nAdditionally, 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\nThe 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 customized push notifications and zero-party data can be acquired more easily through in-app offerings.\u00a0<\/p>\r\nWith 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-personalized customer experience with more nuanced customer data.<\/p>\r\n<h4>4. COVID-19 concerns aren\u2019t going away<\/h4>\r\nNearly 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 3 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\nThe second and third biggest concerns for 2021\u2014brand empathy perception by customers and the disruption of customer loyalty\u2014are also related to the pandemic. This heightened concern indicates that customer preferences around COVID-19 aren\u2019t going away from marketers\u2019 plans anytime soon.<\/p>\r\nGiven 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\nMarketers, 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 curbside pickup, delivery and in-home entertainment.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<h3>What Does This All Mean for Marketers?<\/h3>\r\n2020 propelled marketers to take back ownership of the customer experience and push the boundaries of their digital capabilities.\u00a0<\/p>\r\nEvolving tech like zero-party data and AI can improve customer apps with a more personalized experience. And with customer acquisition top of mind for 2021, it\u2019s imperative that marketers set themselves apart from competitors with increased personalization as consumers limit spending amid the pandemic.\u00a0<\/p>\r\nIf you\u2019re looking to build a more personalized 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.\u00a0<\/p>","post_title":"2021 Marketing Trends: Dissecting the Unexpected\u00a0","post_excerpt":"Iterable surveyed 500 B2C marketers across the U.S. and U.K. 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":"2020-12-15 07:25:19","post_modified_gmt":"2020-12-15 15:25:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11789","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/"},{"ID":11680,"post_author":"7","post_date":"2020-12-10 08:09:04","post_date_gmt":"2020-12-10 16:09:04","post_content":"Marketers have been trying to understand and cater to people\u2019s feelings for decades. Just turn on the TV during any holiday or big event, like the Super Bowl, and there are hundreds of stories being told that will cater to a feeling.<\/p>\r\nBut 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\nAnd 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<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 program 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\nIt\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 behavior and appeal to how consumers feel.<\/p>\r\n<h3>How Feeling Impacts Consumer Behavior in Marketing<\/h3>\r\nWhat\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\nAnd your audience feels the same way. In fact, the way your brand creates and communicates content can directly impact these feelings.<\/p>\r\nAccording 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 behavior 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 toward a brand have a far greater influence on consumer loyalty than trust and other judgments, which are based on a brand\u2019s attributes.<\/li>\r\n<\/ul>\r\nEven just a quick search for any terms that tie together feelings and marketing results in an overwhelming amount of resources.\u00a0<\/p>\r\n<h3>Gauging Your Relationship with Your Audience<\/h3>\r\nSo why is it still so hard for marketers to understand how consumers feel about a brand?<\/p>\r\nLet\u2019s be real\u2014because 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\nFirst, 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\nOnce you have this data, across all your different channels you want to measure, then you need to normalize it and ensure all these data points tie to specific individuals.\u00a0<\/p>\r\nAt this point, you may want your data science team to help gauge how engaged individuals are based on the data you collected.<\/p>\r\nBut here\u2019s another challenge\u2014from marketers I\u2019ve spoken with that have built manual programs like this\u2014this data just gives them a snapshot of feelings about the brand. Unless it\u2019s an ongoing program 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 anymore. Even just beyond what they felt, actually operationalizing it into a campaign is a whole other arduous undertaking.\u00a0<\/p>\r\nBut now, there\u2019s an easier way.<\/p>\r\n<h3>Understand and Easily Reach Your Audience With Brand Affinity<\/h3>\r\nUnderstanding 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 personalization solution powered by Iterable AI.<\/p>\r\n[embed]https:\/\/www.youtube.com\/embed\/R48cyBxz5gY[\/embed]<\/p>\r\nUsing 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\u2014transforming the way you market and connect with your customers in a more authentic manner.\u00a0<\/p>\r\nMarketers are now empowered to tune into their customers' feelings and harness the versatility of Brand Affinity across the Iterable platform to personalize the customer experience at every stage of the customer lifecycle.<\/p>\r\nFrom 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\u2014at a click of a button\u2014to match their customers with personalized experiences for each individual based on their affinity.<\/p>\r\nAnd 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\u2014without any of the headache\u2014giving you real-time insights to better understand and contextualize content and messaging to your audience over time.<\/p>\r\nReady to start building campaigns based on how your audience feels? Iterable customers can now utilize Brand Affinity wherever contact properties are available.<\/p>\r\nIf 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:\/\/www.iterable.com\/ai\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/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 personalization 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":"2020-12-10 10:23:10","post_modified_gmt":"2020-12-10 18:23:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11680","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/"},{"ID":11684,"post_author":"35","post_date":"2020-12-09 07:16:20","post_date_gmt":"2020-12-09 15:16:20","post_content":"Remember the last time you received a promotional email that started with your first name? Did the inclusion of your first name\u00a0really<\/em> affect your experience that much?<\/p>\r\n\"{{first name}}, check out these products you've never previously shown interest in!\" Despite the address, this type of personalization doesn't build a longer-term relationship with users if you're not also providing relevant information to them.<\/p>\r\nThis is where dynamic content comes in to take you from personalization to individualization. Today's consumers are looking for an experience that shows marketers are paying attention to them. They want brands to use <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">data in a way that creates a memorable experience<\/a>.<\/p>\r\nWithout dynamic content, an inherent formality between the brand-customer relationship remains.<\/p>\r\n<h3>Charting the Path to Personalization<\/h3>\r\nWe did it, folks. We've officially reached the final pillar in our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core 4 pillars of personalization<\/a>.<\/p>\r\n<ol>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Segmentation<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lifecycle Mapping<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Building<\/a><\/li>\r\n\t<li>Dynamic Content<\/strong><\/li>\r\n<\/ol>\r\nAfter perusing all three playbooks linked in the list above, check out our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> to test your own personalization preparedness!<\/p>\r\nBut for now, let's take a quick look at what's in store for the last chapter of our series.<\/p>\r\n<h3>Introducing Our Dynamic Content Personalization Playbook<\/h3>\r\nIn our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a>, we walk you through the types of data needed to take your messaging from personalization to individualization. From there, we take you through a few tools that help turn your data into an optimal customer experience.\u00a0<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> here! Or if you're not convinced yet, here's a glimpse inside.<\/p>\r\n<h4>The Four Types of Data You Need to Create Dynamic Content<\/h4>\r\nLet\u2019s talk about the four types of data you need to create dynamic content in your messaging:<\/p>\r\n<ol>\r\n\t<li>User attributes<\/li>\r\n\t<li>Event data<\/li>\r\n\t<li>External data<\/li>\r\n\t<li>Metadata<\/li>\r\n<\/ol>\r\nWe\u2019ll go through each type individually, with examples to illustrate.\u00a0<\/p>\r\n<h5>1. User Attributes<\/h5>\r\nUser attributes are the demographic and personal information you have on each and every one of your customers. Think of information like their first and last name, birthday, email address, and the date they subscribed to your list.\u00a0<\/p>\r\nTypically, user attributes are submitted through a <a href=\"https:\/\/explore.reallygoodemails.com\/7-really-good-unsubscribe-pages-preference-centers-dbf7e838aea5\" target=\"_blank\" rel=\"noopener noreferrer\">Manage Subscriptions or User Preferences<\/a> page, like the one clothing retailer Mashburn uses below.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11686\" align=\"alignnone\" width=\"632\"]<img class=\"wp-image-11686 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/mashburn.png\" alt=\"Mashburn User Attributes\" width=\"632\" height=\"961\" \/> Clothing retailer Mashburn asks customers whether they want to receive emails about their men\u2019s line, women\u2019s line, or both.<\/em>[\/caption]\r\n\r\nLet us be clear: Brands need user attributes to do the bare minimum of personalization. However, relying exclusively on this date type has limits on how tailored your messaging can get, because it\u2019s the customer\u2019s responsibility to supply you with their information.<\/p>\r\nYou know that idiom of \u201cactions speaking louder than words?\u201d That\u2019s when personalization gets a little more interesting, with our next data type.<\/p>\r\n\u00a0This is just a sneak peek of what's in the full playbook. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download it now<\/a> to see the other three types of data you need to create dynamic content.<\/em><\/strong><\/p>\r\n<h3>The Individualized Experience With Dynamic Content<\/h3>\r\nConsumer expectations <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">have changed<\/a>. Base-level personalization just doesn't cut it anymore when looking to build a better customer experience. You need dynamic content to stay relevant and individualize the experience for each customer. The first step in making dynamic content possible is identifying, collecting, and managing the key data and tools available.<\/p>\r\nIn this short video, Iterable solutions consultant Nick Allen takes the principles of dynamic content and individualization and demonstrates how to execute them in Iterable. Using two hypothetical brands as examples, Nick shows how their experiences can be improved by properly utilizing different data types.<\/p>\r\n[embed]https:\/\/www.youtube.com\/embed\/_Gjfi1Toq4E[\/embed]<\/p>\r\nAs you can see, dynamic content makes a personal connection possible. It allows you as the marketer to move into a new level of personalization that fosters a deeper relationship with the user.<\/p>\r\nWith dynamic content driving messaging, you are opening the door for the customer's behavior to lead their journey rather than trying to fit each customer into a predetermined path. It's the type of fluid, dynamic relationship consumers desire.<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the playbook<\/a> to see how dynamic content can help you connect with customers at the individual level.\u00a0<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"The Must-Have Data and Tools You Need for Dynamic Content","post_excerpt":"In our Personalization Playbook on Dynamic Content, you'll learn the types of data needed to take your messaging from personalization to individualization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"must-have-data-tools-dynamic-content","to_ping":"","pinged":"","post_modified":"2020-12-09 07:16:20","post_modified_gmt":"2020-12-09 15:16:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11684","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/must-have-data-tools-dynamic-content\/"},{"ID":11661,"post_author":"7","post_date":"2020-12-08 08:18:23","post_date_gmt":"2020-12-08 16:18:23","post_content":"Voice technology is taking the world by storm, with no signs of slowing down. <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">Smart speaker adoption is faster than any other consumer technology<\/a>, and smart speaker use is <a href=\"https:\/\/quoracreative.com\/article\/voice-search-statistics-trends\" target=\"_blank\" rel=\"noopener noreferrer\">projected to rise to 55% by 2022<\/a>.\u00a0<\/p>\r\nThe rising trend in smart speaker use provides a window of opportunity for companies to establish a brand presence and amplify cross-channel marketing efforts. And <a href=\"https:\/\/www.linkedin.com\/in\/davidagaffney\/\" target=\"_blank\" rel=\"noopener noreferrer\">Davida Gaffney<\/a>, an Email\/Web Developer at <a href=\"https:\/\/iterable.com\/activate\/_schedule\/hey-alexa-how-do-i-integrate-voice-in-my-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">StorageMart<\/a>, knows this from firsthand experience.\u00a0<\/p>\r\nDuring our inaugural virtual <a href=\"https:\/\/iterable.com\/activate\/recordings\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activate Live conference<\/a>, she discussed three ways you can integrate voice into your cross-channel messages and gain a competitive edge.\u00a0<\/p>\r\nDon\u2019t worry\u2014you don\u2019t need coding skills for this because building a brand presence is easier and more accessible than you think.<\/p>\r\nCurious to know how you can leverage voice in your cross-channel marketing? Then keep reading!\u00a0<\/p>\r\n<h3>About StorageMart<\/h3>\r\nHeadquartered in Columbia, Missouri, StorageMart is the largest privately-held, self-storage company in the world, offering convenient storage solutions throughout the U.S., Canada, and the U.K.\u00a0<\/p>\r\nDavida, who supports a modest in-house marketing department, encounters challenges that accompany smaller teams. But trying new things (and bringing innovative solutions to the forefront) isn't one of them.\u00a0<\/p>\r\nIn this case, Davida's passion for innovative marketing solutions inspired her to create the company's first voice application and use it to provide basic information, generate leads, and create a better customer experience.\u00a0<\/p>\r\nWe'll later discuss the steps Davida took to build StorageMart's first voice application. But first, let's talk about the difference between voice applications and voice assistants and the benefits of leveraging voice technology.\u00a0<\/p>\r\n<h3>Why Use Voice Technology?<\/h3>\r\n<h4>Voice applications vs. voice assistants<\/h4>\r\nPeople often use the terms \"voice applications\" and \"voice assistants\" interchangeably. However, it\u2019s important to distinguish between the two, so you can better understand what each entails.\u00a0<\/p>\r\nVoice applications are speech-based interactions and capabilities set forth by the brand. As the name suggests, they rely on voice-based inquiries to process information and provide the right answers. Like mobile apps, you can enable or disable them on the device.\u00a0<\/p>\r\nCurrently, there are three major platforms for which to develop consumer-facing voice applications: Amazon, Google and Samsung. While the fundamentals of voice design remain the same across these platforms, each has its own way of naming and building its application. (Note that Apple doesn\u2019t support third-party voice development capabilities at present.)<\/p>\r\nOn the other hand, voice assistants are a type of voice application used through a voice user interface (VUI). They\u2019re the conduit for conveying information and executing commands. Unlike voice applications, voice assistants have unique personalities and characteristics that drive the overall voice experience for consumers across devices.<\/p>\r\n<table style=\"border-collapse: collapse;width: 100%;height: 72px\">\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\">Platform<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Amazon<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google<\/td>\r\n<td style=\"width: 25%;height: 24px\">Samsung<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\">Voice Application<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Skills<\/td>\r\n<td style=\"width: 25%;height: 24px\">Actions<\/td>\r\n<td style=\"width: 25%;height: 24px\">Capsules<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\">Voice Assistant<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Alexa<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google Assistant<\/td>\r\n<td style=\"width: 25%;height: 24px\">Bixby<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nNow that you know the difference between the two, let\u2019s move onto why you should take advantage of voice technology.\u00a0<\/p>\r\n<h3>Three Main Benefits of Voice Technology<\/h3>\r\n<h4>Benefit 1: Adoption\u00a0<\/h4>\r\nWe mentioned earlier that smart speaker adoption is faster than any other consumer device, including the radio, TV, computer, and smartphone. It took approximately five years for smart speakers to reach 50% adoption rate, whereas it took an average of roughly 13 years for the other devices to arrive at the same rate.<\/p>\r\nGiven this, it would behoove brands to capitalize on voice to achieve their marketing goals.<\/p>\r\n\r\n[caption id=\"attachment_11676\" align=\"alignnone\" width=\"926\"]<a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\"><img class=\"wp-image-11676 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-1.png\" alt=\"Graph: Adoption of Consumer Technology Penetration\" width=\"926\" height=\"572\" \/><\/a> Source: <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. Census Bureau World Bank<\/a><\/em>[\/caption]\r\n\r\n<h4>Benefit 2: Authority<\/h4>\r\nWith voice, you have the chance to build your brand authority and make your brand the go-to data source for answers. For example, Alexa searches Skills before searching the web. Should your brand decide to go with Skills, you can create a robust knowledge base from which your users can access with a simple voice command.<\/p>\r\n\r\n[caption id=\"attachment_11679\" align=\"alignnone\" width=\"500\"]<img class=\"wp-image-11679 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-2.png\" alt=\"Image of Amazon Alexa\" width=\"500\" height=\"334\" \/> Alexa (or any other voice assistant) can catapult your brand authority.<\/em>[\/caption]\r\n\r\n<h4>Benefit 3: Customer Experience<\/h4>\r\nUsing voice provides an immersive experience for your customers since it\u2019s fully integrated into their homes, cars, and lives. Whether they\u2019re working in the home office or watching TV in the living room, they can engage with your brand more conveniently and with less friction.<\/p>\r\nWhat\u2019s more, voice technology lets you discover potential use cases and use them to address your customers\u2019 concerns in the future.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11678\" align=\"alignnone\" width=\"592\"]<a href=\"https:\/\/voicebot.ai\/\"><img class=\"wp-image-11678 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-3.png\" alt=\"Graph: Where Consumers Have Smart Speakers in 2020\" width=\"592\" height=\"718\" \/><\/a> Source: <a href=\"https:\/\/voicebot.ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voicebot.ai<\/a><\/em>[\/caption]\r\n\r\nNow that you know why you should use voice technology, let\u2019s talk about what tool you can use to build your first voice application.\u00a0<\/p>\r\n<h3>Tools to Use\u00a0<\/h3>\r\nA good starting point is <a href=\"https:\/\/www.voiceflow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voiceflow<\/a>, a drag-and-drop tool that lets you build cross-channel communication workflows for Amazon Alexa and Google Assistant. Here\u2019s a list of some of its perks, according to Davida:<\/p>\r\n<ul>\r\n\t<li>It has great usability with pre-built integrations and custom coding functionalities.<\/li>\r\n\t<li>There\u2019s an active user community for hands-on support.<\/li>\r\n\t<li>There\u2019s solid documentation for you to reference at any time.<\/li>\r\n\t<li>There are lots of templates to choose from.<\/li>\r\n\t<li>It\u2019s free!<\/li>\r\n<\/ul>\r\nOnce you create the workflow, you can use it to <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480165-Creating-Triggered-Campaigns-\" target=\"_blank\" rel=\"noopener noreferrer\">trigger a custom event<\/a> on an Iterable campaign, ensuring a seamless experience for your customers.\u00a0<\/p>\r\nPro tip<\/strong>: If you\u2019re using Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, your catalog (say, of store locations) can easily be referenced when interacting with a voice application, providing information to customers about your products or services (such as store hours, contact information, amenities and more).<\/p>\r\nWith this in mind, here are three easy ways you can incorporate voice to strengthen your cross-channel messages.\u00a0<\/p>\r\n<h3>3 Steps to Building Your Voice Application\u00a0<\/h3>\r\nWith Davida\u2019s experiment with Alexa, she applied the following steps to build StorageMart\u2019s first voice application, and you can too if you heed her advice.\u00a0<\/p>\r\n<h4>Step 1: Inform\u00a0<\/h4>\r\nYour goal here is to establish a brand presence and put some basic brand information on the voice channel. For instance, Davida provided answers to these three questions:\u00a0<\/p>\r\n<ul>\r\n\t<li>Can I live in a storage unit?<\/li>\r\n\t<li>What sets StorageMart apart from the competition?<\/li>\r\n\t<li>Can I book short-term storage?<\/li>\r\n<\/ul>\r\nYour company\u2019s FAQ is a good entry point since the information you need is readily available.\u00a0<\/p>\r\n<h4>Step 2: Extend<\/h4>\r\nEnrich your customers\u2019 experience by expanding on existing content, adding new information, and building out views and channels. Figure out which additional resources you can access to deliver more relevant, value-driven content.<\/p>\r\nRegardless of what you choose, be sure to make the responses sound more natural and conversational.\u00a0<\/p>\r\n<h4>Step 3: Transact<\/h4>\r\nYour ultimate goal is to achieve conversions and ROIs with relevant CTAs, and connecting the voice experience to backend databases can help you get there. For example, Davida built her Alexa Skills to collect customer information for a phone call follow-up if the customer didn\u2019t find answers from the FAQ, which allowed her to generate leads.\u00a0<\/p>\r\nIt is also at this step where collaboration with your technical teams plays a major role. Davida partnered with <a href=\"https:\/\/www.linkedin.com\/in\/shawn-twenter-465b0b6a\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shawn Twenter<\/a>, IT Manager at StorageMart, to build and troubleshoot these voice technologies, as well as attend voice-related conferences and hackathons to develop their skills. Forging a partnership like theirs can bring immense value to your cross-channel marketing program and ultimately drive its success.<\/p>\r\nSo far, we talked about the difference between voice applications and voice assistants. We also discussed the \u2018what,\u2019 the \u2018why,\u2019 and the \u2018how\u2019 of voice applications.\u00a0<\/p>\r\nNext: we\u2019ll talk about the pros and cons of voice technology and provide an example of how you can combine the power of voice with your cross-channel marketing.\u00a0<\/p>\r\n<h3>Cross-Channel Opportunity<\/h3>\r\nBased on the examples we shared earlier, you\u2019ve probably gleaned that voice gives you the flexibility to go hands and sight-free and intuitively engage in a 1:1 conversation, thanks to its natural and low learning curve.\u00a0<\/p>\r\nHowever, like many technological innovations, voice applications aren\u2019t perfect. The sensitive nature of this channel renders it unconducive to public use or during quiet time, whereas other channels allow users to engage with their device more covertly. Also, using voice isn\u2019t the best way to retain reference information for future use.\u00a0<\/p>\r\nAnother drawback is that voice applications are user-dependent, so if people don\u2019t engage with them frequently enough or don\u2019t know how to derive value from them, then all that work will be for naught.\u00a0<\/p>\r\nThe good news?\u00a0<\/p>\r\nYou can incite action (and fulfill your marketing goals) by finding the appropriate channel for each task. For illustration, check out this cross-channel workflow from StorageMart below.<\/p>\r\n\r\n[caption id=\"attachment_11677\" align=\"alignnone\" width=\"940\"]<img class=\"size-full wp-image-11677\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-4.png\" alt=\"StorageMart cross-channel use case with voice technology\" width=\"940\" height=\"162\" \/> In this use case, StorageMart customers can give simple voice commands to pay their bills.<\/em>[\/caption]\r\n\r\nOf course, there are multiple ways to incorporate voice, but the key is to understand how the voice channel fits into your overall campaign and make the experience as seamless as possible.\u00a0<\/p>\r\nNeed more ideas? Brainstorm with your team and come up with a few workflows based on some of your goals.\u00a0<\/p>\r\n<h3>Be Seen and Heard With Voice Technology<\/h3>\r\nVoice technology is a force to be reckoned with. What was once considered a \u2018nice-to-have\u2019 is quickly becoming a \u2018must-have,\u2019 and when used correctly, it can help your brand stand out in the crowd.\u00a0<\/p>\r\nWhile you don\u2019t need technical prowess to jumpstart your voice journey, a friendly chat with one of our Iterable team members might be what you need to pave a pathway for success.\u00a0<\/p>\r\nGo ahead. <a href=\"https:\/\/iterable.com\/form\/demo\/cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo today<\/a>!<\/p>","post_title":"How to Integrate Voice Into Your Cross-Channel Marketing","post_excerpt":"At Activate Live, Davida Gaffney, Email\/Web Developer at StorageMart, discussed how to easily integrate voice technology into your cross-channel messages.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"integrate-voice-technology-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2020-12-12 16:19:07","post_modified_gmt":"2020-12-13 00:19:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11661","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/integrate-voice-technology-cross-channel-marketing\/"},{"ID":11660,"post_author":"71","post_date":"2020-12-07 13:53:44","post_date_gmt":"2020-12-07 21:53:44","post_content":"Every growth marketer knows that personalization is the secret sauce to getting more clicks, conversions and revenue. And yet, personalizing a message to every individual user in your database is more complicated than it should be, depending on the technology you\u2019re using.<\/p>\r\nIn this whitepaper, we discuss the discuss all things dynamic content, from strategy and marketing maturity, to the data and tools you need to level up your cross-channel campaigns.<\/p>\r\nTakeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The difference between personalization and individualization<\/li>\r\n\t<li>The four types of data you need to create dynamic content<\/li>\r\n\t<li>Three must-have tools for building an advanced personalization technology stack<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Dynamic Content","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-dynamic-content","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:04","post_modified_gmt":"2021-02-24 18:45:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&p=11660","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/"},{"ID":11644,"post_author":"35","post_date":"2020-12-07 09:14:10","post_date_gmt":"2020-12-07 17:14:10","post_content":"The last few years have imposed a lot of heavy acronyms imposed upon marketers. <a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\">GDPR<\/a>, <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener noreferrer\">CCPA<\/a>, and <a href=\"https:\/\/www.adjust.com\/glossary\/idfa\/\" target=\"_blank\" rel=\"noopener noreferrer\">IDFA<\/a> to name a few. All three of these drive consumer privacy and data protection regulation as consumer awareness and concerns mount.\u00a0\u00a0<\/p>\r\nWith Google announcing a <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">cookieless future<\/a> adding further complications to the mix, marketers will have to lessen their reliance on third-party data and increase their collection and activation of first-party (data given implicitly by customers) and zero-party data (data given explicitly by customers).<\/p>\r\nUnderstandably, this puts added pressure on marketers working under limited time, resources and budget.\u00a0<\/p>\r\nBut this, arguably, is a great opportunity for everyone. First- and zero-party data are usually more accurate and truthful than data collected externally, as they come directly from the customer. What could be more relevant than information straight from the source?<\/p>\r\n<h3>Meeting Heightened Expectations With Data<\/h3>\r\nMany brands were already on a path to greater customer-centricity, but COVID and social unrest have put a heavy foot on the accelerator and made this shift an imperative. Brands will be challenged to drive a customer experience that <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">meets growing expectations<\/a> of individualization.\u00a0<\/p>\r\nTo keep pace, brands must understand the evolving definitions of \u201cvalue\u201d and \u201cexperience\u201d as differentiating factors, understand how individual customers define and prioritize those qualities relative to themselves, and then personalize and contextualize their messaging to align with what is most important to each person, while still remaining authentic to brand identity and voice.\u00a0<\/p>\r\nIt takes a lot of data and insight to drive that level of personalization.\u00a0<\/p>\r\nCollecting that data transparently\u2014and directly\u2014allows brands to invite customers into a conversation, giving them a share of voice and a feeling of partnership.<\/p>\r\nOn the other side of the coin, customers are increasingly aware of the value and power of their data, so they expect an equal exchange of personal data for personalized experiences and value. It\u2019s a covenant.<\/p>\r\n<h3>Context Is Key<\/h3>\r\nPersonalizing the customer experience to meet customer expectations starts with the gathering and utilization of first- and zero-party data in context.<\/p>\r\nFirst-party data, such as behavior signals, will continue to play a crucial role in driving growth, but it should also be balanced and contextualized by information asked directly of, and provided directly by, the customer.\u00a0<\/p>\r\nMost marketers are well attuned to the most critical customer signals (opens, clicks, downloads, purchases, etc.) and have strategies in place to act upon these to drive more opens, clicks, downloads and purchases.\u00a0<\/p>\r\nHistory has shown these can be effective to elicit \u201cresponses\u201d from consumers, but real meaningful and sustainable engagement comes when marketers understand the context, the \u201cwhy\u201d and \u201cfor what\u201d for each customer\u2019s actions.<\/p>\r\nThe meat of a brand-consumer relationship lies in the mutual understanding of intrinsic personal motivations that are the real driving force behind the actions we take as customers.\u00a0<\/p>\r\nZero-party data is the key to unlocking that context and delivering personalized experiences that matter. But the quality of zero-party data is often contingent upon when and how it was collected.<\/p>\r\n<h3>Making the Most of First- and Zero-Party Data<\/h3>\r\nLet\u2019s start with the \u201chow.\u201d\u00a0<\/p>\r\nAccount profiles are usually the best method for customers to self-identify who they are and what they need, so marketers should think about adding fields to help bring more context to primary data points.\u00a0<\/p>\r\nIt\u2019s understandable to purposely choose to keep profiles slim to reduce friction and attrition of sign-up. Alleviate this worry by making additional fields optional and available for those willing to use them.<\/p>\r\nAny missing data can then be collected via other methods, such as progressive profiling in welcome\/onboarding campaigns, in-app functionality, and polling via landing pages or light box pop-ups.\u00a0\u00a0<\/p>\r\nSurveys and forms can also be utilized to fill profile gaps, but they should avoid sounding too formal as many customers sometimes submit responses that are more aspirational than truthful.\u00a0 Asking single questions or gamifying the survey with images or humor can be effective tactics to elicit more truthful responses that result in higher relevance.\u00a0<\/p>\r\nFirst- and zero-party data aren\u2019t limited to welcome and onboarding campaigns. Here are a few common collection points beyond the initial customer interactions:<\/p>\r\n<ul>\r\n\t<li>Website<\/li>\r\n\t<li>Mobile apps<\/li>\r\n\t<li>Email and mobile campaigns<\/li>\r\n\t<li>Social media<\/li>\r\n\t<li>Digital ads<\/li>\r\n\t<li>Video \/ OTT<\/li>\r\n\t<li>In-store \/ In-person events<\/li>\r\n\t<li>Customer service \/ Call center<\/li>\r\n\t<li>Chatbots<\/li>\r\n<\/ul>\r\nThe tipping point of first- and zero-party data usage is your brand\u2019s ability to start a dialogue. Modern consumer expectations drove the traditional one-sided brand-consumer relationship into obsolescence. Today consumers want control of their data and their voice, the tactics above give users the power to dictate the level of personalization they can expect.<\/p>\r\n<h3>First- and Zero-Party in Practice<\/h3>\r\nI\u2019m a <a href=\"https:\/\/www.brooksrunning.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brooks<\/a> fan-boy and love their use of personalization in customizing nearly every aspect of their customer experience. From the very first welcome message, Brooks sets the expectation that it\u2019s about the customer, not the brand, and seeks to understand more about YOU by asking who you are, what you do, and where.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11645\" align=\"alignnone\" width=\"144\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11645\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/how-do-you-run-144x1024.png\" alt=\"First and Zero Party Data in Practice\" width=\"144\" height=\"1024\" \/><\/a> Brooks opens the doors for a dialogue from the get-go. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nThe customer makes their selections, the value preference is recorded in the database, and this information is then used to segment and personalize the context of content, copy, workflow and journey sequence of subsequent messages. It\u2019s a great strategy to contextualize data points for users by placing the product (running shoes) into the eventual use case (e.g. trail running). The transparent manner in which this is done builds trust by exposing the data collection process and allowing the customer to self identify.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11646\" align=\"alignnone\" width=\"124\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11646\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/new-trail-running-colors-and-deals-124x1024.png\" alt=\"Use of Zero Party Data\" width=\"124\" height=\"1024\" \/><\/a> Deliver on promises by using the data to improve the individual experience. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nIn the subsequent email, Brooks has clearly and immediately delivered upon the customer expectation by personalizing and contextualizing the entire experience around the zero-party data provided in the preceding email.\u00a0<\/p>\r\nThis individualization strategy is a critical component of the Brooks brand value. They know that you can buy running shoes anywhere, and that customers may come to Brooks for the shoes, but they stay for the value of experience, knowledge and utility that Brooks has built around the buying process, allowing runners to get more out of the product and their chosen activity.<\/p>\r\n<h3>Putting It All Together<\/h3>\r\nPersonalization of this kind may seem high effort, but it really needn\u2019t be.<\/p>\r\nBy changing a few simple words and images using dynamic insertion, Brooks contextualized the messaging to align with, and strum the resonant chords of each individual\u2019s intrinsic motivations. In doing so, Brooks maintains a steady flow of intent and interaction, resulting in exponential increases in engagement, conversion, loyalty and retention.\u00a0\u00a0<\/p>\r\nThe value of using first- and zero-party data in context in messaging such as this really shouldn\u2019t be underestimated. Accenture reports that <a href=\"https:\/\/www.digitaltrends.com\/social-media\/why-consumers-are-increasingly-willing-to-trade-data-for-personalization\/#:~:text=But%20while%2073%20percent%20of,personal%20information%20is%20being%20used\" target=\"_blank\" rel=\"noopener noreferrer\">73% of consumers<\/a> prefer to do business with brands who use personal info to create personalized experiences.\u00a0<\/p>\r\nYou need to build relationships with customers in order to deliver a great experience. At the core of that relationship (as with any relationship) is how you communicate.\u00a0\u00a0<\/p>\r\nBecause they come from the customer directly, first-party and zero-party data offer the most clear and explicit communication signals on what, how, when, and where to deliver the most meaningful and relevant experience customized to each individual. Without that, we\u2019re merely guessing, and guessing is best left to picking lottery numbers.<\/p>\r\nFor more about changing customer expectations and building a relationship that lasts, check out \"<a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Key to Crafting a Memorable Customer Experience<\/a>.\"<\/em><\/p>","post_title":"First-Party and Zero-Party Data: The Path Forward","post_excerpt":"With changes to data collection imminent, we outline how to best utilize first- and zero-party data to enhance the customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"first-party-and-zero-party-data-the-path-forward","to_ping":"","pinged":"","post_modified":"2020-12-07 09:14:10","post_modified_gmt":"2020-12-07 17:14:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11644","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/"},{"ID":11596,"post_author":"10","post_date":"2020-12-03 09:00:59","post_date_gmt":"2020-12-03 17:00:59","post_content":"Mixpanel's mission is to increase the rate of innovation by helping companies build better products through data. Headquartered in San Francisco, Mixpanel serves over 26,000 companies from different industries around the world.<\/em><\/p>\r\nRead on for their guest contribution to the Iterable blog to learn how to build better customer experiences with advanced product analytics.<\/em><\/p>\r\nAs marketers, many of you are judged on your ability to position products while attracting and warming up qualified leads. But without the proper data on how customers get value from their products, you\u2019re left guessing about what customers love most.<\/p>\r\nData-led marketers know they need to implement <a href=\"https:\/\/mixpanel.com\/blog\/the-difference-between-product-analytics-and-marketing-analytics-and-why-you-need-both\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a> to drive their product experience forward, but many fail to harness these insights in a productive way. Instead, they get stalled in one stage of analytics maturity, never progressing to a higher level that will improve their customers\u2019 experience of\u2014and affinity with\u2014their product significantly.<\/p>\r\nBut what, exactly, does product analytics maturity mean? At <a href=\"https:\/\/mixpanel.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, we think about it in terms of these three elements:<\/p>\r\n<ul>\r\n\t<li>Collecting the right data<\/li>\r\n\t<li>Asking the right questions<\/li>\r\n\t<li>Using data for cross-functional product decision-making<\/li>\r\n<\/ul>\r\nProduct analytics is the foundation for understanding the factors that drive conversion, engagement, and retention\u2014incredibly valuable information for developing a more personalized marketing program.<\/p>\r\nAs you begin to think about the customer journey in a more sophisticated way, you\u2019ll start to ask more complex questions about users, and you\u2019ll need a product analytics solution that can help you answer them. If you neglect to do this, you are limited in your ability to advance the sophistication of your marketing campaigns.<\/p>\r\nBut before you explore what a mature approach to product analytics can help you do, it helps to understand where you currently stand so you can move closer toward your business goals.<\/p>\r\n<h3>What analytics maturity means for your business (and your users)<\/h3>\r\nHaving a grasp of your stage of analytics maturity enables you to build a technology stack based on an understanding of your user journey from end to end. Not only will you better understand your users\u2019 journeys, but you\u2019re empowered to act on your knowledge and create deeper relationships with your customers.<\/p>\r\n<blockquote>\r\n\u201cGood marketing is compelling. But great marketing connects with customers on a subsurface level. It\u2019s empathetic and it\u2019s inclusive, and it strums the resonant chords within us.\u201d<\/em><\/p>\r\n~ Garin Hobbs | Director of Deal Strategy, Iterable | <a href=\"https:\/\/streetfightmag.com\/2020\/10\/23\/brands-struggle-to-strike-the-right-tone-this-holiday-season\/#.X6mSl5NKjUI\" target=\"_blank\" rel=\"noopener noreferrer\">StreetFightMag<\/a><\/p>\r\n<\/blockquote>\r\nThat\u2019s the ultimate goal of product analytics and marketing analytics working in sync\u2014understanding customers better, and in turn, improving the customer experience over the course of the entire lifecycle.<\/p>\r\nProduct analytics maturity matters because it can help you:<\/p>\r\n<ul>\r\n\t<li>Build (and promote) the right things:<\/strong> You can only build products that users will love if you monitor their engagement and levels of satisfaction. With a product analytics tool, you can use data to optimize onboarding flows, re-engage inactive user groups, and identify your power users. As you launch new features or products, you can track how each user cohort responds, helping you build and better promote products over time.<\/li>\r\n\t<li>Support the critical initiatives:<\/strong> Leverage that same data to remove friction points from your customers\u2019 journeys. Whether it\u2019s onboarding or re-engagement, leaning into product usage data can help guide strategic marketing initiatives and drive engagement.<\/li>\r\n\t<li>Equip teams to move faster:<\/strong> Customers and their expectations evolve quickly. With real-time user insights, you can enable your marketing team to create campaigns that rapidly respond to consumer trends.<\/li>\r\n\t<li>Help you get closer to your goals:<\/strong> Enable product and marketing teams to impact key metrics and measure how successfully their activities deliver key customer experiences.<\/li>\r\n<\/ul>\r\n<h4>Product analytics for the growth marketer<\/h4>\r\nWe all know that no two customers are alike. This is why tools like Iterable exist to help teams communicate and engage with customers in hyper-individualized and relevant ways. As you serve more complex customer segments, you\u2019ll need a more advanced approach to analytics to deliver a more personalized journey.<\/p>\r\nIn order to deliver highly personalized experiences, brands need to:<\/p>\r\n<ul>\r\n\t<li>Validate hypotheses about customer differences with data:<\/strong> Every customer is different, and will use your product for different reasons. Use data to validate hunches about the characteristics of various groups\u2014from basic demographic information to more specific criteria, like how they engage with your product.<\/li>\r\n\t<li>Distinguish core behavior and outcome metrics:<\/strong> Split outcomes and test different messaging flows for engagement and lifecycle throughput.<\/li>\r\n\t<li>Save cohorts:<\/strong> When you find important splits in your users behavior, record them as various cohorts (e.g. trial user, first time purchaser, recently upgraded) and target each group with specific messages that align to their unique experiences.<\/li>\r\n<\/ul>\r\nProduct analytics can help you achieve all of the above. And while it can seem overwhelming at first, it doesn\u2019t have to be.<\/p>\r\n<blockquote>\r\n\u201cBecause our product and marketing are omnichannel, it\u2019s really easy to see the entire journey a user takes\u2014from acquisition to moving through one of our hundreds of funnels, to ultimately purchasing a policy.\u201d<\/em><\/p>\r\n~ Gil Sadis | VP of Product | Lemonade<\/p>\r\n<\/blockquote>\r\nWhen your marketing platform is connected with your product analytics tool, you can see how customers are not only moving from end-to-end, but also the levels of influence your messaging has on that movement.<\/p>\r\nCompanies that use advanced solutions in other areas of their work\u2014i.e. advanced personalization\u2014will find that they don\u2019t have to crawl through novice stages. They can bridge the gap quickly by implementing the right tool, asking the right questions, and using data for cross-functional decision making.<\/p>\r\n<h3>So, what does analytics maturity look like in practice?<\/h3>\r\nMixpanel breaks down analytics maturity into five stages ranging from non-existent to expert. Again, these stages are broken down into consecutive\u2014but not necessarily sequential\u2014order.<\/p>\r\n<h4>Stage 0-1: Companies new to data adoption<\/h4>\r\nIn this stage, companies have little to no product analytics capabilities. They make decisions based on something other than product data\u2014limited customer feedback, intuition, or assumptions about user behavior. As a result, marketers are likely only scratching the surface of their campaign personalization potential.<\/p>\r\nFor example, a company that is implementing personalization in their marketing tactics for the first time is likely to be in the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">reactive personalization stage<\/a>. If you\u2019re in this stage, you can implement simple tactics\u2014like using basic customer attributes (i.e. names, birthdays, or system events), but you can\u2019t do further targeting.<\/p>\r\nQuestions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>What behaviors lead users to purchase or to refer a friend?<\/li>\r\n\t<li>What acquisition channels are driving traffic?<\/li>\r\n\t<li>What\u2019s my conversion rate to the product?<\/li>\r\n\t<li>How can I use campaigns to solicit these similar data points in a non-invasive way?<\/li>\r\n<\/ul>\r\nAcquisition questions are a good starting point, but they don\u2019t give you insight into customer engagement or retention. Without those insights, you\u2019ll have major blindspots on the level of your <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer loyalty<\/a>\u2014a key indicator of a business\u2019s long-term viability. This is why marketers (and their cross-departmental colleagues) need to implement something more than Google Analytics.<\/p>\r\nFor example, a new ridesharing app just launched and they are still in this novice stage. They may have a non-existent or small customer base with very little customer feedback. The most data they have is likely related to their website, but otherwise they don\u2019t know how their product is being used. They will need to start asking questions to move on to the next stage. Once they define the questions they want to answer, they can start collecting data and putting it to use.<\/p>\r\n<h4>Stage 2-3: Data is driving decisions and greater customization<\/h4>\r\nIn this intermediate stage of analytics maturity, you have a better sense of what questions you want to answer beyond acquisition-related factors and are willing to put the resources into discovering answers. However, you aren\u2019t completely established in your data collection and analysis process.<\/p>\r\nWhen it comes to personalization, teams in this stage are in the proactive personalization stage. At this point, you combine user and event data with externally managed data. You can send messages to smaller, targeted segments that are based on customer behaviors and third-party data (e.g. geo-specific or personal interest).<\/p>\r\nQuestions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>Where in my funnel do users drop off?<\/li>\r\n\t<li>What are the most common user journeys?<\/li>\r\n\t<li>What sequences of actions lead my users to upgrade their membership?<\/li>\r\n\t<li>What campaigns must we create or improve to further influence action within the product?<\/li>\r\n<\/ul>\r\nThese are foundational questions that can only be answered by integrating your customer lifecycle marketing data with your product analytics data. Once you\u2019re able to answer these, you can start to adjust your marketing campaigns with what you see in-app, or on your website.<\/p>\r\nIn this stage, it\u2019s common for businesses to realize they need some additional solution to their Business Intelligence (BI) tool. Even though teams are using data and asking more sophisticated questions, they can\u2019t answer them fully or turn data into productive action.<\/p>\r\nBack to our ridesharing app. The app has now gained customers and knows that data will guide its product development, but they\u2019re still hazy on which tools to invest in. If they\u2019re committed to using accurate data, they\u2019ll need to ask more of their analytics tool and process.<\/p>\r\n<h4>Stage 4-5: Unified goals and advanced tooling<\/h4>\r\nIn the advanced and expert stages of product analytics, you can assess what\u2019s happening to your product, and identify patterns related to these events. At the highest level (\u201cexpert\u201d), no decision is made without the use of product analytics.<\/p>\r\nWith this level of attention put towards analytics, you can start implementing individualization. Individualization is formed from dynamic relationships between user attributes and detailed product data. This one-to-one approach is based on profile, behavioral, <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle data points<\/a> to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\nQuestions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>How do marketing launches cause changes in specific user behaviors or my primary metrics?<\/li>\r\n\t<li>How do all my A\/B tests affect key metrics over time, and which of them are worth continuing?<\/li>\r\n\t<li>How many times do users repeat a given step in a funnel before moving on to the next step, and how does that affect conversion rates?<\/li>\r\n<\/ul>\r\nIn this stage, businesses use multiple user journey solutions. When it comes to team member ownership\u2014analytics in this stage is an all hands on deck process. Every team member knows their role in using the analytics tool, and uses it regularly.<\/p>\r\nFor example, you can set up a personalization campaign using a growth marketing platform like Iterable, then push the data associated with in-app interactions to Mixpanel to answer those critical questions. By integrating advanced, customer-oriented platforms, marketing and product decisions are both data-based and closely aligned.<\/p>\r\nOur ridesharing app has now got their tools and systems in place. They\u2019ve invested in a product analytics tool that is reliable, scalable, and can answer endless questions about their customers. The tool is helpful for marketing and product teams alike, giving their customers awesome experiences from start to end.<\/p>\r\nBut it doesn\u2019t stop here. It takes work to continuously stay an \u201cexpert\u201d at product analytics and individualization. Teams must stay up-to-date on the product analytics tool and new team members must be onboarded properly.<\/p>\r\nImplementing product analytics and individualization at scale is a continuous process, and as your product launches new features or services, you\u2019ll need team members to continuously ask the right questions, know how to collect the data, and make future decisions together.<\/p>\r\n<blockquote>\r\n\u201c...Getting someone to register is only half the battle. Do our users continue to engage? Do they complete the onboarding process? Do they bail and delete their accounts. We\u2019ve instrumented in these key elements of participation in Mixpanel, which means that for each landing page, we can see how many people complete actions that correlate with being longer-term users...This information helps our product and marketing teams understand which campaigns are, in fact, working the best to drive users that will continue using Personal Capital for the long run.\u201d<\/em><\/p>\r\n~ Vince Maniago | VP of Product Management | Personal Capital<\/p>\r\n<\/blockquote>\r\n<h3>Understanding where you\u2019re at to understand customers better<\/h3>\r\n\u201cNo company is too small to prepare to collect, organize, and analyze data \u2014 it\u2019s the foundation of building great products and accelerating your growth in product analytics maturity.\u201d<\/em><\/p>\r\nBrands want to build intimate relationships with their customers. But just like one-to-one relationships between friends, brands need to understand their customers. They need to understand their likes and dislikes, needs, passions, and behaviors.<\/p>\r\nThere\u2019s no way to do that at scale without accurate data\u2014and a way to make sense of it all. This is why product analytics are a marketer\u2019s best friend. And guess what? You don\u2019t even have to be a data scientist to use one. <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, for example, allows users without technical expertise to self-serve answers to their questions about users.<\/p>\r\nThere\u2019s no \u201cright\u201d time to start implementing product analytics. But the sooner you get started, the sooner you can start harnessing data to build experiences that customers love.<\/p>\r\nTo learn more about product analytics maturity, read Mixpanel\u2019s new guide: <a href=\"https:\/\/mixpanel.com\/content\/product-analytics-strategy\/get-started\/\" target=\"_blank\" rel=\"noopener noreferrer\">Advance Your Product Analytics Strategy<\/a>.<\/p>","post_title":"Advanced Product Analytics, Better Customer Experiences","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"advanced-product-analytics-better-customer-experiences","to_ping":"","pinged":"","post_modified":"2020-12-03 09:00:59","post_modified_gmt":"2020-12-03 17:00:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11596","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/advanced-product-analytics-better-customer-experiences\/"},{"ID":11595,"post_author":"7","post_date":"2020-12-01 08:47:04","post_date_gmt":"2020-12-01 16:47:04","post_content":"What does your Boxing Day strategy look like?<\/p>\r\nIf you live in the U.K. or Commonwealth countries, like Canada, Australia, or New Zealand, your plans for the Dec. 26 shopping extravaganza are either locked down already, or you at least have some sort of idea, but you'll think about it after you get through Black Friday, Cyber Monday, Christmas and all the other emails in between.<\/p>\r\nIn the United States, Boxing Day barely registers (unless your customers are Brit expatriates or devotees of \"Downton Abbey\"). So, it doesn't figure into many e-commerce email marketing plans, aside from some brands with a cross-border audience.<\/p>\r\nBoxing Day's significance as a shopping driver has fallen over the last couple of years, but it could get more oomph this year thanks to fortuitous timing (it falls on a shopper-friendly Saturday) and the boom in digital shopping thanks to the pandemic.<\/p>\r\nIf Boxing Day is part of your plan\u2014or you need a fresh theme to make your post-Christmas emails stand out in the inbox\u2014now is a good time to create a memorable campaign that could get you closer to achieving your 2020 business goals.<\/p>\r\n<h3>What Is Boxing Day?<\/h3>\r\nBoxing Day has several origin stories, but these are two of the most common traditions:<\/p>\r\n<ul>\r\n\t<li>Churches opened their alms-collection boxes and distributed the monies to the poor.<\/li>\r\n\t<li>Wealthy families presented gift boxes (or packaged-up holiday leftovers, or money) to their house staff, or businesses gave their employees gifts and the day off (unless you worked for Scrooge & Marley).<\/li>\r\n<\/ul>\r\nHowever you define it, Boxing Day is part of the cultural zeitgeist in many parts of the world. It's a bank holiday in the U.K., a statutory holiday in Canada and one of the National Public Holidays in Australia\u2014meaning banks, offices and schools are closed. In the past, it was a big in-store shopping day, but that could be different this year.<\/p>\r\n<h3>Why Boxing Day Could Be Bigger in 2020<\/h3>\r\nAlthough Boxing Day remains a major shopping day, it has lost some ground to Black Friday in recent years. In 2019, <a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">a SimilarWeb analysis<\/a> found total traffic on Boxing Day to the top 100 shopping sites in the U.K. declined by 6% from 2018. Visits that went past the landing page and were more likely to contribute to a conversion fell 13% in 2019.<\/p>\r\nSimilarWeb attributed that decline to uncertainty over Brexit and December parliamentary elections. Boxing Day also fell on a Thursday.<\/p>\r\nThis year, however, Boxing Day is on Saturday, so the official holiday is observed on Monday. That gives shoppers more time to hunt for bargains and potentially extends your Boxing Day campaigns by a couple of days.<\/p>\r\nAlso, digital shopping is predicted to grow in 2020 thanks to the combination of renewed <a href=\"https:\/\/www.bbc.com\/news\/explainers-52530518\" target=\"_blank\" rel=\"noopener noreferrer\">lockdowns and other restrictions in the U.K.<\/a> <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2020-11-20\/canadian-businesses-brace-for-more-shutdowns-with-virus-surging\" target=\"_blank\" rel=\"noopener noreferrer\">and Canada<\/a>, and <a href=\"https:\/\/coresight.com\/research\/us-survey-update-discretionary-categories-see-online-uptick-as-more-consumers-avoid-stores-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">a continued reluctance by consumers to shop in stores<\/a>.<\/p>\r\n<h3>5 Quick Tips for Better Boxing Day Emails<\/h3>\r\nMany e-commerce email campaigns for Boxing Day follow a Black Friday format, beginning with a preview email sent the day before, timed offers throughout the day and a \"last chance\" campaign sent the following day. Aggressive bargains lead the message.<\/p>\r\nThese tips can help you tune up your present Boxing Day strategy or introduce the concept to a new audience.<\/p>\r\n<h4>1. Look at past shopping habits to time email sends<\/h4>\r\n<a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">SimilarWeb's analysis<\/a> found Boxing Day traffic generally parallels Black Friday. It starts to grow early in the morning, peaking first around noon, then mid-afternoon and a final surge in early evening.<\/p>\r\nUse what you know about customer shopping habits to do some real-time testing around email send times. If you don't have Boxing Day history to draw from, Black Friday shopper behavior could be your guide.<\/p>\r\nThe retailer boohoo U.K. sends campaigns throughout the day, matching SimilarWeb's traffic patterns. The email below is the brand's closing campaign of the day, framed as the \"last gift\" and using animation to highlight the offer and expiration.<\/p>\r\n\r\n[caption id=\"attachment_11603\" align=\"alignnone\" width=\"648\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11603 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-1-boohoo.png\" alt=\"boohoo UK 40% off everything sale\" width=\"648\" height=\"1296\" \/><\/a> boohoo U.K. uses animated email to signal the end of its Boxing Day campaign. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Put bargains in the spotlight<\/h4>\r\nPeople have gift cash and cards to spend. Retailers have to clear out merchandise before the end of the fiscal year. It's a match made in bargain-hunting heaven.<\/p>\r\nSo, don\u2019t be coy about your offers. But your message still has to stand out in a noisy inbox, and that's what this Reitmans message does well.<\/p>\r\nThe subject line doesn't mince words: \"\ud83d\udd25Up to 70% off? AND 10% on top? Sale's heating up.\" Inside, the leadoff reverse bar and email header restate the expected discounts, while product images throughout the message list actual discounts to drive clicks.<\/p>\r\n\r\n[caption id=\"attachment_11602\" align=\"alignnone\" width=\"332\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/f9162fc6-3698-e303-2a2d-8bb6dbccb471\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11602 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-2-Reitmans.png\" alt=\"Reitmans Boxing Week email\" width=\"332\" height=\"1446\" \/><\/a> Reitmans mixes percentage-off discounts with specific price reductions to encourage click-throughs. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/f9162fc6-3698-e303-2a2d-8bb6dbccb471\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Consider flash sales, countdown timers and real-time updates<\/h4>\r\nWith most shoppers off either on Boxing Day itself or the following Monday when it will be observed this year, they might be more likely to be in shopping mode throughout the day. Match that interest with offers timed to prod them into action, and use a device like a countdown timer that signals either the start or end of a flash sale.<\/p>\r\nIf you have access to real-time content updates, use these to substitute an expired offer for a new or default offer.<\/p>\r\nHush Puppies limits its Boxing Day campaign to a single day. So, its campaign email stresses the short deadline with a countdown timer and prominent reminder throughout the brief message that time's a-wastin'.<\/p>\r\n\r\n[caption id=\"attachment_11601\" align=\"alignnone\" width=\"480\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/95792416-b1ac-3e48-2db7-54ef289e8fe5\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11601 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-3-Hush-Puppies.png\" alt=\"Hush Puppies Boxing Day Sale\" width=\"480\" height=\"692\" \/><\/a> Everything in this Hush Puppies email is designed to prod shoppers into acting quickly. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/95792416-b1ac-3e48-2db7-54ef289e8fe5\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Include helpful shopper information in your Boxing Day email<\/h4>\r\nIf you prefer to focus your copy only on what's on offer, you can do what Lush does in its initial Boxing Day campaign email: It packages up all the fine print (what's discounted, what isn't, returns\/exchanges, offer expirations and other limitations) on a landing page and adds an attention-getting button to the email.<\/p>\r\nIt's a clever tactic that keeps the email messaging simple and direct. The discount remains front and center in the email while also letting customers know it's limited to a specific product set.<\/p>\r\nPutting the fine print on the landing page means the marketing team can update terms quickly to accommodate last-minute substitutions (something to keep in mind in this season of <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">potential supply-chain problems<\/a>), variations between in-store and website offers and other important topics that can distract from the sale message.<\/p>\r\n\r\n[caption id=\"attachment_11600\" align=\"alignnone\" width=\"354\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/91627f00-b7b7-0640-07fc-06559c8b69a6\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11600 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-4-Lush.png\" alt=\"LUSH Boxing Day Sale\" width=\"354\" height=\"700\" \/><\/a> Lush's \"keep it simple\" Boxing Day message encourages shoppers to click through. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/91627f00-b7b7-0640-07fc-06559c8b69a6\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>5. Introduce Boxing Day to a new audience<\/h4>\r\nOutside of Downton Abbey devotees, English lit majors and expatriates of Commonwealth nations, Boxing Day isn\u2019t a major cultural reference.<\/p>\r\nSo why use it to frame your after-Christmas sale for your American customers? Because it can be a fun way to differentiate yourself from all the other emails in their inboxes.<\/p>\r\nGreen Chef, a U.S.-based weekly meal subscription service, pulls off the Boxing Day theme by playing it three ways:<\/p>\r\n<ul>\r\n\t<li>The subject line<\/strong>\u2014\u201cToday, we\u2019re thinking inside the box\u201d\u2014is a twist on the \u201coutside the box\u201d trope.<\/li>\r\n\t<li>The headline<\/strong>, \u201cIt\u2019s Boxing Day,\u201d can resonate both for people who get the cultural reference and those who think it\u2019s a clever play on words.<\/li>\r\n\t<li>The copy<\/strong> shifts from Boxing Day to \u201cunboxing,\u201d another popular reference that internet-savvy fans of unboxing videos will pick up on.<\/li>\r\n<\/ul>\r\nIntroducing new interpretations of an unfamiliar cultural zeitgeist can be risky, but Green Chef keeps it relevant and fun for its audience.<\/p>\r\n\r\n[caption id=\"attachment_11599\" align=\"alignnone\" width=\"258\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/51bb88ba-cb02-43c0-939c-05f1967bea84\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11599 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-5-Green-Chef.png\" alt=\"Green Chef - "It's Boxing Day" email\" width=\"258\" height=\"1390\" \/><\/a> Green Chef uses some out-of-the-box thinking to bring Boxing Day to its American audience. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/51bb88ba-cb02-43c0-939c-05f1967bea84\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>A Few Words about Personalization and Testing<\/h3>\r\nGiven Boxing Day's relatively short shelf life and hyper-focus on bargain-hunting over research-driven shopping, you might be tempted to just knock together a standard broadcast email. Resist the temptation!<\/p>\r\nThe leading practices that you use on other campaigns throughout the year should still help you maximize your returns on Boxing Day emails:<\/p>\r\nPersonalize where you can<\/strong>. Even if all you can do is pop the shopper's name into the subject line or email copy, do what you can to make your customers see that you know who they are.<\/p>\r\nIf you have the capability, include a module of dynamic content showing products previously browsed or purchased, where your nearest store is, your hours and special shopping restrictions (face covering, limited hours or capacity, availability of curbside or front-door merch pickup).<\/p>\r\nTest when and where you can<\/strong>. Subject line testing is a start, but also create A\/B versions of a campaign, and test in real time. Use the results to refine other campaigns you send during the day or to adjust your strategy for next year.<\/p>\r\nTrack opens, clicks and web traffic throughout the day<\/strong>. See if your emails correspond to surges in web traffic in the moment and then also track for several days after to find out whether customers come back even after your sale ends.<\/p>\r\n<h3>Subject Lines That Get Emails Opened<\/h3>\r\nIt might seem that left the beginning for the end, but we do that for a reason. Good email practices should prevail here, too: Nail down your strategy first. Focus on your email message. Then create a subject line that will snag attention.<\/p>\r\nIf you need some inspiration, these e-commerce examples can fire up your creative engine:<\/p>\r\n<ul>\r\n\t<li>Your Last Present: Free Shipping <\/em>\ud83c\udf81<\/li>\r\n\t<li>Boxing Day Blues?<\/em><\/li>\r\n\t<li>Happy Boxing Day. Unwrap these Deals.<\/em><\/li>\r\n\t<li>Today, we're thinking inside the box<\/em><\/li>\r\n\t<li>Boxing day special: open to discover<\/em><\/li>\r\n\t<li>Your Boxing Week Deals are Here<\/em><\/li>\r\n\t<li>Boxing Day Markdowns | Up to 50% Off<\/em><\/li>\r\n\t<li>The Boxing Day Sale You've Been Waiting For<\/em><\/li>\r\n\t<li>Merry. Early. Boxing. SALE!<\/em><\/li>\r\n\t<li>Boxing Day Sale Now Live | Up to 50% Off<\/em><\/li>\r\n\t<li>Set your alarms for tomorrow morning<\/em><\/li>\r\n<\/ul>\r\nHere's hoping your Boxing Day messages deliver the goods this year!<\/p>","post_title":"5 Tips for a Better Boxing Day Email Strategy","post_excerpt":"Whether Boxing Day is part of your plan or you need to make your post-Christmas emails stand out, now is a good time to create a memorable campaign.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-boxing-day-email-strategy","to_ping":"","pinged":"","post_modified":"2020-12-01 08:47:04","post_modified_gmt":"2020-12-01 16:47:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11595","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-tips-boxing-day-email-strategy\/"},{"ID":11592,"post_author":"67","post_date":"2020-11-30 14:43:27","post_date_gmt":"2020-11-30 22:43:27","post_content":"<div class=\"p-rich_text_section\">The Iterable team is kicking off the new year to provide marketers with a glimpse into the future, based on our latest survey research. Alyssa and Wayne will debut our top findings and reveal our hottest marketing predictions.<\/div>\r\n<div>\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 panelists 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: 5 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":"2021-01-12 12:00:31","post_modified_gmt":"2021-01-12 20:00:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&p=11592","menu_order":7,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/2021-data-driven-marketing-predictions\/"},{"ID":11469,"post_author":"7","post_date":"2020-11-20 07:28:45","post_date_gmt":"2020-11-20 15:28:45","post_content":"Last week, we debuted our <a href=\"https:\/\/iterable.com\/blog\/successful-workflow-building-4-easy-steps\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a>, as part of our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pillars of Personalization<\/a> series. In this playbook, we discuss the four building blocks of a successful messaging workflow, and how our customers like <a href=\"https:\/\/iterable.com\/customers\/case-study\/bloomon\" target=\"_blank\" rel=\"noopener noreferrer\">bloomon<\/a> put this methodology into practice.<\/p>\r\nBut one guide is not nearly enough to exhaust this topic, so we went straight to our experts to give you even more insights.<\/p>\r\nIn this latest installment of \"<a href=\"https:\/\/iterable.com\/blog\/zack-gholikely-connecting-with-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ask an Iterator<\/a>,\" we ask Rebecca Chow, Senior Customer Success Manager, to dive into the finer details of workflow building so you can walk away with the confidence to build an amazing cross-channel campaign.<\/p>\r\n<h3>Ask an Iterator: Rebecca Chow<\/h3>\r\n<img class=\"alignnone size-full wp-image-11470\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-Chow.jpeg\" alt=\"Rebecca Chow headshot\" width=\"199\" height=\"199\" \/><\/p>\r\n<a href=\"https:\/\/www.linkedin.com\/in\/rebeccawchow\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rebecca Chow<\/a> has been at Iterable for over three years, and she holds over a decade of experience in customer success and technical account management.<\/p>\r\n(And if you thought she was a heavyweight in her profession, you should know that she's also a competitive Olympic weightlifter!)<\/p>\r\nRebecca is ready to pump your workflows up, so let's jump right in!<\/p>\r\n<h4>1. Let\u2019s get everyone on the same page. How do you define a workflow?<\/h4>\r\nWorkflows guide your customers through different milestones of their lifecycle from the initial touchpoint (activation through an onboarding series), learning more about your products or services (nurture and engagement), to becoming loyal customers and fans (reactivation through referrals, repeat purchase, and upsells).<\/p>\r\nIn Iterable, you can customize workflows in multiple ways to send users along certain paths and send personalized and dynamic messages based on their interactions with your company.<\/p>\r\n\r\n[caption id=\"attachment_11535\" align=\"alignnone\" width=\"656\"]<img class=\"wp-image-11535 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-1-Iterable-Workflow.png\" alt=\"Iterable Workflow Screenshot\" width=\"656\" height=\"810\" \/> Messaging workflows let customers choose their own adventures.<\/em>[\/caption]\r\n\r\n<h4>2. What should I do before I start building a messaging workflow?<\/h4>\r\nI would recommend whiteboarding what the customer lifecycle should look like from your customer\u2019s perspective from beginning to end, otherwise known as <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle mapping<\/a>. Establish your end goal of the workflow by asking, \"What do you want to achieve with this workflow?\"<\/p>\r\nThen, define your audience, whether that\u2019s prospects, new customers, existing customers, etc. Next, decide on what would be the action that the user takes to enter the workflow. Some examples could be when a user signs, fills out a form or makes a purchase.<\/p>\r\nAfter, draw out the steps that you would want to happen before sending the message to the user. For example, do you want to filter anyone in or out of the workflow or add a delay of a few hours and check to see if the user's activity changed before sending the message?\u00a0<\/p>\r\nDetermine what you\u2019ll be using to measure as success for your end goal, whether that is turning prospects into customers or higher conversions, for example.\u00a0<\/p>\r\n<h4>3. What are the elements that make a successful workflow?<\/h4>\r\nI believe that the elements that make a successful workflow include:<\/p>\r\n<ul>\r\n\t<li>A starting point<\/strong> of when the user will enter the flow. The message should be relevant and timely to your customer\u2019s interactions with your organization.<\/li>\r\n\t<li>Defining the steps<\/strong> that the user must take before sending the message to ensure that you\u2019re targeting the right audience, sending in a timely manner, and populating personalized dynamic content within the message.<\/li>\r\n\t<li>An end goal<\/strong> for the user to reach within the workflow.<\/li>\r\n\t<li>Tracking and monitoring<\/strong> metrics to measure the success of the workflow.<\/li>\r\n\t<li>Optimizing the workflow on improving overall customer experience<\/strong> based on the above metrics.<\/li>\r\n<\/ul>\r\n<h4>4. How can I expand a single message into a multi-touch series?<\/h4>\r\nInstead of just sending a single message, you can expand the workflow into a series of messages to your customers. With a welcome series, you can expand the first message \u201cwelcoming\u201d your customers to your company by sending a series of messages, separated by 1-3 days each, showing them how to use your product or service or even guide them through your mobile app.<\/p>\r\nIf the customer signed up but has not done any other action, nudge them to do so. In a workflow, after the first message is sent, you can wait a day and then add a Filter node to check if the user has taken the specified action. If not, send the user another message to nudge them, like \"create your first task\" or \"which genre or category interests you?\", which can help with progressive profiling and collecting more info about your user.<\/p>\r\n<h4>5. What\u2019s the best way to implement progressive profiling?<\/h4>\r\nDetermine what information you would like to know about your customers that\u2019s not readily available based on their interactions with your site. Prioritize the questions you\u2019d like to ask and limit to only a few over time. Also, if you have a form on your site, track where they left off on filling it out.<\/p>\r\nFrom there, trigger the workflow when a user signs up or abandons a form on the site. Within the email, ask one question to the customer and let them select the answer by clicking on their preference (e.g. Yes\/No, clothes\/shoes, browsing\/buying).<\/p>\r\nUpon clicking the link, you can direct the user to a form to fill out, providing more info about them. Some examples include live polling, surveys, and seasonal profiling when asking users to update their info.<\/p>\r\n<h4>6. What\u2019s the best time to send messages and how long should the delays be in between messages? How should timing\/frequency change based on campaign type?<\/h4>\r\nThe delays between messages should depend on the type of workflow series. I would recommend A\/B testing different durations of delays between messages to first establish a baseline and then, determine which duration works best.<\/p>\r\nAlso, review if you\u2019re sending a message on the same day as when the user would receive a message from the workflow. We do not want to overwhelm your customers with too many messages in one day or within a week.<\/p>\r\n<h4>7. What are the basic campaign workflows every marketer should have?<\/h4>\r\nThe basic campaign workflows every marketer should have are the following (if applicable):<\/p>\r\n<ul>\r\n\t<li>Welcome\/Onboarding<\/strong>: Introduces and guides your new users to your organization\/company and how to get started.<\/li>\r\n\t<li>Abandonment<\/strong>: The user may have left an item in their cart, browsed a particular item or started filling out a form but never finished. From these touchpoints, you can nudge the user to complete their purchase or form.<\/li>\r\n\t<li>Purchase<\/strong>: Based on a user\u2019s previous purchase, you could ask for feedback or recommend other related items, or they could become a repeat purchaser.<\/li>\r\n\t<li>Re-engagement<\/strong>. These are for users who were previously engaged with your company but then have not opened or clicked on an email, have not made a recent purchase, or canceled. The goal here would be to win back these customers by showing them the benefits of your products\/services and what they could be missing out on.<\/li>\r\n<\/ul>\r\n<h4>8. What are more advanced or less commonly used workflows that can uplevel your marketing strategy?<\/h4>\r\nMore advanced or less commonly used workflows to uplevel your marketing strategy can include:\u00a0<\/p>\r\n<ul>\r\n\t<li>Upsell\/Add-ons<\/strong>: add-on products or items that would go well with the item added to the cart or with the purchase.<\/li>\r\n\t<li>Loyalty\/Rewards<\/strong>: incentives for being a long-time customer or a repeat purchaser.<\/li>\r\n\t<li>Recommendations<\/strong>: based on previous user\u2019s purchase history or browsing activity.<\/li>\r\n\t<li>Product Feedback<\/strong>: send after the user has made a purchase.<\/li>\r\n\t<li>Surveys<\/strong>: ask the user to rate their experience with your company or brand.<\/li>\r\n\t<li>Referrals<\/strong>: based on the survey responses, ask the ones who are advocates to refer their family and friends.<\/li>\r\n<\/ul>\r\n<h4>9. How should I incorporate multiple channels in a workflow? Are there any best practices to integrating email with SMS, mobile push, web push, in-app, etc.?<\/h4>\r\nIf a user does not respond or take any action with email, like an open or a click, send a push notification or SMS message instead. Depending on your audience, some will prefer SMS more (skews toward younger demographics) while others do not read their email immediately. Also, after sending a push message, you can queue up an in-app message when the user opens the app.\u00a0<\/p>\r\nTo determine which channel a user prefers to receive messages from, I would recommend creating a preference center where they can make their selections.<\/p>\r\n\r\n[caption id=\"attachment_11534\" align=\"alignnone\" width=\"692\"]<img class=\"wp-image-11534 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-2-Send-Actions.png\" alt=\"Send Actions Screenshot\" width=\"692\" height=\"826\" \/> Iterable enables you to build workflows across multiple messaging channels.<\/em>[\/caption]\r\n\r\n<h4>10. What are the mistakes you want to avoid when building workflows?<\/h4>\r\nI would recommend testing your workflow before enabling it for your live audience. Also, you should review analytics and find ways to optimize workflows to make them better for the customer experience.<\/p>\r\nOver time, your customer\u2019s lifecycle may change and so will your products and services. Make sure that the workflow is updated to reflect those changes.\u00a0<\/p>\r\n<h4>11. What experiments should I run and what analytics should I monitor to optimize my workflows?<\/h4>\r\nI would recommend running experiments with different delays between the trigger and when the message is sent and between messages as well. Also, run A\/B experiments on subject lines to not only test deliverability but also open rates.<\/p>\r\nAnother experiment would be to have a holdout group where they will not receive the campaign and compare conversions or purchases against the users who did receive the campaign.<\/p>\r\n\r\n[caption id=\"attachment_11533\" align=\"alignnone\" width=\"940\"]<img class=\"wp-image-11533 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-3-Workflow-Analytics.png\" alt=\"Workflow Analytics Screenshot\" width=\"940\" height=\"970\" \/> Iterable's Workflow Analytics displays opens, clicks and more for each message node in the workflow.<\/em>[\/caption]\r\n\r\n<h3>Workflow Building: Get the Guide<\/h3>\r\nNow that we've received the rundown from Rebecca, download our full <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a> to learn how to use workflows to create and automate messages that will resonate with your audience and deepen your customer relationships.<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11451 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x192.png\" alt=\"Perform Your Workflow Building Magic: Read the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Ask an Iterator: Rebecca Chow on Workflow Building","post_excerpt":"How can you build a successful messaging workflow? We ask Sr. Customer Success Manager, Rebecca Chow, about the elements you need, mistakes to avoid & more.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-rebecca-chow-on-workflow-building","to_ping":"","pinged":"","post_modified":"2020-11-20 07:28:45","post_modified_gmt":"2020-11-20 15:28:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11469","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-rebecca-chow-on-workflow-building\/"},{"ID":11542,"post_author":"71","post_date":"2020-11-19 15:29:25","post_date_gmt":"2020-11-19 23:29:25","post_content":"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 personalization we didn\u2019t know was possible.<\/p>\r\nNow it\u2019s on all brands to live up to these high standards. Though challenging, there\u2019s hope\u201483% of consumers will share their data in return for more personalized experiences.<\/p>\r\nThis guide explains how to personalize email and cross-channel campaigns that deliver hyper-relevant content at the perfect moment for each customer.<\/p>\r\nDownload this guide to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Master the three distinct levels of personalization 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 individualized recommendations<\/li>\r\n<\/ul>","post_title":"The Guide to Marketing Maturity: 3 Levels of Personalization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"3-levels-of-personalization","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:05","post_modified_gmt":"2021-02-24 18:45:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&p=11542","menu_order":1,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/3-levels-of-personalization\/"},{"ID":11490,"post_author":"35","post_date":"2020-11-19 10:17:58","post_date_gmt":"2020-11-19 18:17:58","post_content":"You forgot something! Like what you saw? Still thinking about {{insert product here}}? We\u2019ve got your back. Chances are you have received\u2014or written\u2014a message with one of these subject lines from an abandonment campaign.<\/p>\r\nUnlike <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome<\/a> and <a href=\"https:\/\/iterable.com\/blog\/3-hot-promotional-campaign-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">promotional<\/a> campaigns, abandonment campaigns\u2014whether designed for shopping carts, browsing or form-fills\u2014seem to be stuck in a content rut. They\u2019re almost stale.<\/p>\r\nSince 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 oft blandness of a transaction\/confirmation\/verification message.<\/p>\r\nToday\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\nThe 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\nBelow, we\u2019re going to walk you through three ways to flip the script and turn your abandonment campaigns into something unique and memorable. 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[embed]https:\/\/www.youtube.com\/embed\/JcfBFSES99Y[\/embed]<\/p>\r\nWonderful. Welcome back! We won\u2019t beat around the bush any longer. Here are the quickest\u2014and easiest\u2014ways to begin setting your abandonment campaign apart from the crowd.<\/p>\r\n<h3>Create a Dialogue<\/h3>\r\nUnderstanding 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\nDid 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\nPart 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<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> A comforting, personable tone humanizes the experience for consumers. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nBaking 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\nThe 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\nTake this into account. The world outside the singular transaction at the heart of your abandonment campaign matters and plays 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\nGoogle\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> 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\nPurchases don\u2019t happen in a vacuum. Use your data to understand each user\u2019s buying behavior 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\nDeveloping 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\nWith that in mind, we thought we\u2019d close this list out 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\nAbandonment campaigns as we often see them\u2014if they include imagery at all\u2014put the abandoned item in a white or black void as if to say, \u201cHere it is. Want it or not?\u201d<\/p>\r\nWhen 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\nLuxury 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 contextualized 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> Contextualized 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\nAs 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\nThe 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\nTaking 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\nDon\u2019t let your campaigns lose their luster. Check out our guide on giving your marketing a red-carpet makeover!<\/em><\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"Read the Guide: From Drab to Glam\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"3 Ways to Turn the Abandonment Campaign on Its Head","post_excerpt":"We\u2019re going to walk you through 3 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":"2020-11-19 10:17:58","post_modified_gmt":"2020-11-19 18:17:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11490","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/"},{"ID":11483,"post_author":"35","post_date":"2020-11-18 13:09:11","post_date_gmt":"2020-11-18 21:09:11","post_content":"Millennials have been accused of \u201ckilling\u201d a litany of <a href=\"https:\/\/www.marketwatch.com\/story\/here-are-all-of-the-things-millennials-have-been-accused-of-killing-2017-05-22\" target=\"_blank\" rel=\"noopener noreferrer\">trends, ideas, and even industries<\/a>. Some may be true. Most aren't. We\u2019re not here to pass judgment. Where Millennials\u2014and Gen Z\u2014have had an impact is the customer experience.\u00a0<\/p>\r\nTraditionally the customer experience was seen from a \u201cone for all\u201d mentality. Marketing stayed generic, informal, impersonal. Brands were built on legacy and recognition. Broadcast messages reigned supreme. At best, consumers would see their name in a subject line or at the top of an email. The brand-consumer relationship was conversion-driven.<\/p>\r\nThat simply doesn\u2019t cut it for Millennials, Gen Z, and increasingly more from the Generations X and above. Recent years have seen a shift in expectations that brands must adapt to or risk becoming irrelevant.<\/p>\r\n<h3>Marketing as a Conversation<\/h3>\r\nGone are the days when a business can treat its audience as a single, amorphous entity. Now, there is a desire from consumers for a personal connection with brands they love\u2014one that establishes the consumer as a human with interests, feelings and experiences that inform how they spend their time and money.\u00a0<\/p>\r\nMarketers spend a lot of time persona mapping and <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmenting users<\/a>, categorizing them using pre-defined profile criteria. In doing so, a core element of marketing can be forgotten: marketers are humans too.\u00a0<\/p>\r\nYou reading this right now are a human with likes and dislikes. You most likely appreciate when someone takes the time to get to know you\u2014really know you. They ask the right questions, and better yet, they respond to learn more. It\u2019s a back-and-forth where information and value are traded, yes, but it\u2019s meaningful. It\u2019s a conversation.\u00a0<\/p>\r\nThis is the experience that today\u2019s consumers expect from brands. One that extends beyond the business aspect of the relationship and touches on the humanity of all involved on both sides of the message. One that takes the traditional customer journey and alters the perspective to actually follow its namesake and focus on the steps the customer has taken to get to this point.<\/p>\r\n<h3>The Marketer\u2019s Evolving Role<\/h3>\r\nBut conversations are not typical in marketing\u2014or at least they haven\u2019t been. Much like consumers, brands now have access to numerous channels across devices. From email to push to SMS and beyond, marketers are able to create a customer experience that reaches customers wherever and however they prefer, but these messages are largely one-sided.<\/p>\r\nMarketers have instead invested their time in letting data collection inform campaigns. And it should. However, with the swathe of devices and channels comes a web of data ingestion points that lead to data silos.\u00a0\u00a0<\/p>\r\nMarketers are powerless without their data, but there needs to be a consolidation of that data and a focus on the right data. Quality over quantity, right? That quality, consolidated data needs to be the core driver behind the creation of content and mapping of lifecycle stages. It helps inform more personalized messaging that can be used to spark back-and-forth conversations with users.<\/p>\r\nIn driving a conversation with someone, you learn so much more. Customers now wear their values on their sleeves. So much so that these values\u2014whether they be ethical, political, moral, etc.\u2014are defining elements of an individual\u2019s being. Millennials, in particular, even bring their values into their buying behavior, seeking out brands that share their <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener noreferrer\">same values<\/a>.\u00a0<\/p>\r\nTo make a stance and share values as a brand has traditionally been seen as a bold move. Today, it\u2019s necessary for establishing an empathetic connection with consumers. As an added bonus, It allows marketers to speak more freely in a more authentic tone that can relate to the audience on a deeper level\u2014a level consumers crave.\u00a0<\/p>\r\nBy making this transition to empathy, authenticity and transparency, the marketer is able to break down the walls between business and consumer. Instead creating a customer experience that is built on the desire to understand and contextualize each individual\u2019s perspective.<\/p>\r\n<h3>Customer Experience Made Memorable<\/h3>\r\nThe shift towards a personal relationship with users is a lofty goal. There\u2019s no denying that, especially when databases and audiences can grow quickly. To scale with your audience, you have to set yourself up for success with a marketing technology stack prepared to support such a detailed customer experience.\u00a0<\/p>\r\nWith that said, it\u2019s all a moot point if the intention is missing. The first step towards reaching the expectations set forth by today\u2019s consumers is displaying the intent to treat them as more than a conversion and highlight the brand as an authentic identity rather than an organization.\u00a0<\/p>\r\nStarting out with genuine intent assures your audience that the values you express are real and your marketing is designed to understand exactly what they want. Which channel do they prefer? What time of day is best for getting their attention? How do they feel about your company and its values? What is going on in the world that might impact their buying behavior? What can we do as a brand to make the customer experience convenient, simple and individualized?<\/p>\r\nThese are the questions that show intent to create a customer experience that takes the humanity of the consumer into account. These are the questions that establish a brand as a trusted ally, demonstrating a concerted effort to improve the lives of its customers to the point where they feel like valued guests.\u00a0<\/p>\r\nThese are the questions that set your brand up to create a customer experience that is lasting and memorable.\u00a0<\/p>","post_title":"The Key to Crafting a Memorable Customer Experience","post_excerpt":"Shifting consumer expectations have pushed marketers to focus on building deep relationships for a lasting, memorable customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"key-crafting-memorable-customer-experience","to_ping":"","pinged":"","post_modified":"2020-11-18 22:45:18","post_modified_gmt":"2020-11-19 06:45:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11483","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/"},{"ID":11505,"post_author":"7","post_date":"2020-11-18 07:45:42","post_date_gmt":"2020-11-18 15:45:42","post_content":"\u00a0During our virtual Activate Live conference in June, one of our customers, <a href=\"https:\/\/www.linkedin.com\/in\/jadebutler\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jade Kolber<\/a>, Senior Marketing Manager at <a href=\"https:\/\/iterable.com\/customers\/case-study\/99designs\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a>, shared the lessons she\u2019s learned about email deliverability during the commercially-critical time that is the holiday season.\u00a0<\/p>\r\nWith the festivities just around the corner, there\u2019s never been a better time to discuss <a href=\"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday email marketing<\/a>. And with over ten years of digital marketing experience, Jade is an expert at surviving and thriving during the busiest time of the year.<\/p>\r\nThis year, consumers plan to <a href=\"https:\/\/www.emarketer.com\/content\/consumers-plan-spend-less-on-holiday-gifts-this-year\" target=\"_blank\" rel=\"noopener noreferrer\">spend less<\/a> due to the coronavirus, as safety, health, and financial well-being are their <a href=\"https:\/\/www.retaildive.com\/news\/deloitte-predicts-tepid-to-modest-holiday-sales-growth\/585330\/\" target=\"_blank\" rel=\"noopener noreferrer\">top priorities<\/a>. Given the circumstances, <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">67% of shoppers plan to shop online for gifts, whereas 3% of shoppers plan to shop in-store<\/a>.\u00a0<\/p>\r\nAnd with the pandemic lingering for the foreseeable future, email marketers must communicate with customers more frequently and with greater transparency.<\/p>\r\nIf you\u2019re curious about Jade\u2019s tips on holiday deliverability (and want to know how you can spam-proof your email marketing), then read on!<\/p>\r\n<h3>About 99designs<\/h3>\r\n<a href=\"https:\/\/99designs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a> is a global creative platform that connects businesses with designers. It has over 90 design categories\u2014from logos and websites to wine labels and tattoos (and much more).\u00a0<\/p>\r\nBefore a new project begins, businesses can either launch a design contest or hire a designer directly for 1:1 collaboration.\u00a0<\/p>\r\nThe advantage of working at 99designs? As an email marketing manager, Jade can access an extensive network of talented designers who can create compelling campaigns for her email marketing team.<\/p>\r\n\r\n[caption id=\"attachment_11517\" align=\"alignnone\" width=\"1110\"]<a href=\"https:\/\/links.email.99designs.com\/e\/evib?_t=8276c191798a469d88dfae0dd605a3f8&_m=841lgo6rGiBuoEv7c5uruWbEgZ2S6Tm&_e=1MJOBhCWxxZsNAOZo1uSJPIBG7CiGWgcWLL4fGTYju9rhwzxPA432UPeQ7E-jIUZ9d0Vr8CMwZKxz52Ov0iIBzGx47qdLjPLFTczRVdzSS2T4TyIW94d4X22l0vsKFY1\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11517 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-17-at-7.08.26-PM.png\" alt=\"99designs Cyber Monday email\" width=\"1110\" height=\"1378\" \/><\/a> Click the image to view this Cyber Monday email in all its animated glory! Source: <a href=\"https:\/\/links.email.99designs.com\/e\/evib?_t=8276c191798a469d88dfae0dd605a3f8&_m=841lgo6rGiBuoEv7c5uruWbEgZ2S6Tm&_e=1MJOBhCWxxZsNAOZo1uSJPIBG7CiGWgcWLL4fGTYju9rhwzxPA432UPeQ7E-jIUZ9d0Vr8CMwZKxz52Ov0iIBzGx47qdLjPLFTczRVdzSS2T4TyIW94d4X22l0vsKFY1\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a><\/em>[\/caption]\r\n\r\nNow let\u2019s jump in to share Jade\u2019s six tips to spam-proof your campaigns so you can avoid any last-minute email marketing mistakes and <a href=\"https:\/\/iterable.com\/blog\/deliverability-ghosts-past-present-future\/\" target=\"_blank\" rel=\"noopener noreferrer\">maximize deliverability<\/a> this holiday season.<\/p>\r\n<h3>Six Tips to Spam-Proof Your Holiday Marketing Campaigns<\/h3>\r\n<h4>1. Don\u2019t delay your list hygiene<\/h4>\r\nThe health of your subscriber list can make or break your email campaigns. If you wait until the last minute, you run the risk of getting blocklisted and missing out on opportunities for revenue during premier holiday shopping events.\u00a0<\/p>\r\nStart by going through your email list. Identify any soft-bouncing email addresses and remove them, as holding onto them can affect your email performance and damage your <a href=\"https:\/\/iterable.com\/blog\/dos-and-donts-deliverability-holidays\/\" target=\"_blank\" rel=\"noopener noreferrer\">sender reputation<\/a>.<\/p>\r\nAnother way to gauge your list hygiene is to analyze low-performing signup sources. Is your newsletter signup email simple and easy to navigate? Is the CTA action-oriented or value-driven? Take stock of the elements that require fine-tuning and make changes accordingly.<\/p>\r\nAdditionally, you can consider double opt-in (DOI) to filter out inactive subscribers. But here\u2019s a <a href=\"https:\/\/iterable.com\/blog\/4-reasons-dont-need-double-opt-in\/\" target=\"_blank\" rel=\"noopener noreferrer\">caveat<\/a>: Adding another step in confirmation emails <a href=\"https:\/\/www.litmus.com\/blog\/single-opt-in-vs-double-opt-in-case-for-soi\/\" target=\"_blank\" rel=\"noopener noreferrer\">reduces subscription confirmations by nearly 40%<\/a>, so invest in <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">email deliverability services<\/a> before committing to any drastic actions to keep your list both healthy and profitable.\u00a0<\/p>\r\n<h4>2. Audit subscribe forms and add reCAPTCHA<\/h4>\r\nBots can easily sign up using fake email addresses and compromise the integrity of your list. To protect your business from these bots, add <a href=\"https:\/\/developers.google.com\/recaptcha\/docs\/versions\" target=\"_blank\" rel=\"noopener noreferrer\">visible or invisible reCAPTCHA<\/a> in your subscribe forms.<\/p>\r\nVisible reCAPTCHA is considered the easiest to integrate for an added layer of security. Your user simply marks the \u2018I\u2019m not a robot\u2019 checkbox to verify they\u2019re not a malicious bot.\u00a0<\/p>\r\nOn the other hand, invisible reCAPTCHA takes place via a JavaScript API, making it even easier for your user to sign up for your list.<\/p>\r\n<h4>3. Choose list quality over quantity<\/h4>\r\nAmassing thousands and even millions of subscribers looks great on the surface.\u00a0<\/p>\r\nHowever, <a href=\"https:\/\/iterable.com\/blog\/distracted-wrong-email-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">focusing on list size without the context of growth or engagement<\/a> only gives you the illusion of success because a large list in and of itself doesn't necessarily translate into conversions.\u00a0<\/p>\r\nIn fact, according to the <a href=\"https:\/\/kk.org\/thetechnium\/1000-true-fans\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cTrue Fans\u201d ideology<\/a>, it only takes 1,000\u2014<a href=\"https:\/\/a16z.com\/2020\/02\/06\/100-true-fans\/\" target=\"_blank\" rel=\"noopener noreferrer\">or even 100<\/a>\u2014diehard loyal customers who will buy anything you sell and shout your praises from the highest mountaintops for your business to achieve massive success. A smaller but more engaged audience can bring you closer to your marketing goals.\u00a0<\/p>\r\n<h4>4. Don\u2019t take it personally<\/h4>\r\nIt's hard not to take things personally when you run into deliverability challenges, especially if you inherited the list without the responsibility of growing it.\u00a0<\/p>\r\nThe truth is, email faux pas happen all the time. Sometimes things beyond your control wreak havoc on your campaigns.\u00a0<\/p>\r\nWhat's more important is that you learn from the experience and practice proactive quality control\u2014rather than damage control\u2014on your list.\u00a0<\/p>\r\n<h4>5. Form a good relationship with your providers<\/h4>\r\nIf you haven\u2019t done so already, start building rapport with your email service provider. Email deliverability issues are highly nuanced, and resolution times can vary depending on its complexity.\u00a0<\/p>\r\nA strong relationship with your customer success team can accelerate the resolution time and help you meet your goals.\u00a0<\/p>\r\n<h4>6. Trust in your subscriber community and make them your priority<\/h4>\r\nWhen you're caught up in the campaign building process, you may forget that there's a person behind every email address on your list.\u00a0<\/p>\r\nBut remember: your subscribers are your bread and butter.\u00a0<\/p>\r\nIf things go south, <a href=\"https:\/\/iterable.com\/blog\/email-forever-5-tips-build-long-term-brand-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">break away from the transactional mindset<\/a> and communicate with them openly and honestly. <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Humanize<\/a> your campaign as much as possible.\u00a0<\/p>\r\nPeople can detect empathy and authenticity in your messages, and when you demonstrate those characteristics, they\u2019re more likely to <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">remain loyal<\/a> to your brand.\u00a0<\/p>\r\n<h3>The Spam-Proof Is in the Holiday Pudding<\/h3>\r\nDespite its name, \"spam-proof\" doesn't mean fool-proof, and email mishaps can\u2014and do\u2014happen even to the best marketing teams. But you can mitigate them during this prime holiday shopping season by following these six tips from Jade Kolber at 99designs, before launching a major promotional campaign.\u00a0<\/p>\r\nIn doing so, you\u2019re delivering more than just amazing Black Friday or Cyber Monday deals in people\u2019s inboxes; you\u2019re also keeping your reputation (and ROI) intact.\u00a0<\/p>\r\nHave even more holiday deliverability questions? <a href=\"https:\/\/iterable.com\/blog\/top-10-holiday-deliverability-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the recap of our recent AMA<\/a> in the Iterable Community or <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">contact our Deliverability Services team<\/a> of experts.<\/em><\/p>","post_title":"6 Last-Minute Tips to Spam-Proof Your Holiday Campaigns","post_excerpt":"Jade Kolber from 99designs shares six tips to spam-proof your email campaigns so you can maximize deliverability this holiday season.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-last-minute-tips-spam-proof-holiday-campaigns","to_ping":"","pinged":"","post_modified":"2020-11-18 07:47:05","post_modified_gmt":"2020-11-18 15:47:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11505","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/6-last-minute-tips-spam-proof-holiday-campaigns\/"},{"ID":11484,"post_author":"7","post_date":"2020-11-17 07:43:15","post_date_gmt":"2020-11-17 15:43:15","post_content":"<a href=\"https:\/\/ansira.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ansira<\/a> is an independent, global marketing technology and services firm that believes in transparent partnerships to meet clients where they are on their customer experience journey.<\/em><\/p>\r\nRead on for their guest contribution to the Iterable blog to learn how to improve your customer experience this holiday season and beyond.<\/em><\/p>\r\nThe 2019 holiday season was one for the record book, with a lot of firsts:<\/p>\r\n<ul>\r\n\t<li>The first-ever trillion-dollar holiday season, with <a href=\"https:\/\/content-na1.emarketer.com\/us-holiday-review-2019\" target=\"_blank\" rel=\"noopener noreferrer\">total retail spending up 3.7%<\/a>.<\/li>\r\n\t<li>Cyber Monday sales <a href=\"https:\/\/www.emarketer.com\/content\/us-holiday-review-2019\" target=\"_blank\" rel=\"noopener noreferrer\">topped $9.4B, growing 20% YOY<\/a>, and earning its place as the heaviest online spending day in history.<\/li>\r\n\t<li>Consumers spent a record-breaking <a href=\"https:\/\/www.digitalcommerce360.com\/2019\/11\/27\/online-holiday-sales-hit-50-billion-as-smartphone-sales-soar\/\" target=\"_blank\" rel=\"noopener noreferrer\">$50B+ via smartphones<\/a>, 37% more than the 2018 holiday season and representing 84% of 2019 online growth.<\/li>\r\n\t<li>Plus, Christmas Day <a href=\"https:\/\/multichannelmerchant.com\/ecommerce\/u-s-holiday-ecommerce-a-record-142b-every-day-over-1b\/\" target=\"_blank\" rel=\"noopener noreferrer\">exceeded $1B in sales<\/a> for the first time.<\/li>\r\n<\/ul>\r\nWhat made 2019 such a record-setting holiday season? In part was the booming economy. Also, because of the shortened calendar, many retailers kick-started their holiday marketing early. The 5-day period between Thanksgiving and Cyber Monday saw <a href=\"https:\/\/squareup.com\/us\/en\/townsquare\/growth-in-bopis\" target=\"_blank\" rel=\"noopener noreferrer\">record growth in Buy-Online-Pickup-In-Store (BOPIS) purchases, up 35% YOY<\/a>.<\/p>\r\nInterestingly, weather was also an important factor: On Black Friday, states that recorded more than 2 inches of snow <a href=\"https:\/\/techcrunch.com\/2019\/12\/03\/cyber-monday-on-track-to-deliver-9-4b-in-u-s-online-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">saw a 7% increase in online sales<\/a>. All this to say that 2020 holiday sales have some big shoes to fill!<\/p>\r\nIf historical sales numbers didn\u2019t set the bar high enough, we are still smack dab in the middle of a fluctuating, nebulous trifecta of social, health and political unrest that is causing unpredictable changes (and limitations) in consumer mobility and challenging brands\u2019 economic resilience.<\/p>\r\nIt probably does not need to be said that the shift to digital commerce, which was already challenging brick-and-mortar sales, was <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">accelerated at breakneck speed due to COVID<\/a>.<\/p>\r\nThat\u2019s not to say that brick-and-mortar shops are out entirely (they still drove the majority of 2019 holiday spending) but even if we don\u2019t have additional lockdowns, it\u2019s fair to say that COVID has ushered in new digital behaviors and consumer expectations that even tech-resistant groups have embraced.<\/p>\r\n<h3>What to Expect This Holiday Season<\/h3>\r\nLooking ahead to the 2020 holiday season, Deloitte forecasts that <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/about-deloitte\/articles\/press-releases\/a-tale-of-two-holiday-seasons-as-a-k-shaped-recovery-model-emerges-consumer-spending-heavily-bifurcated.html\" target=\"_blank\" rel=\"noopener noreferrer\">holiday retail sales will likely increase<\/a> between 1% and 1.5%, with e-commerce sales growing by 25-35% YOY, compared to 14.7% growth in 2019.<\/p>\r\nHowever, Deloitte also lays out <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/about-deloitte\/articles\/press-releases\/a-tale-of-two-holiday-seasons-as-a-k-shaped-recovery-model-emerges-consumer-spending-heavily-bifurcated.html\" target=\"_blank\" rel=\"noopener noreferrer\">two very different holiday scenarios<\/a> that could play out and drive higher or lower results, depending on consumer confidence:<\/p>\r\n<ul>\r\n\t<li>Scenario 1<\/strong>: Consumers continue to feel anxious about health and finances and spend less on holiday in order to reserve funds for essential items.<\/li>\r\n\t<li>Scenario 2<\/strong>: Consumers\u2019 confidence levels rise and money saved from cutting travel and limiting experiences are funneled toward holiday gifts.<\/li>\r\n<\/ul>\r\neMarketer forecasts an even bigger <a href=\"https:\/\/content-na1.emarketer.com\/holiday-shopping-2020?ecid=dfda7bcd4b86471fba0d362c1f4a962e\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce growth of 35.8%<\/a>, representing an incremental $50.19B over last year, crediting mobile media, mobile retail app experiences and mobile checkout as the biggest drivers.<\/p>\r\nHopefully, retailers have resolved some important digital infrastructure elements that surfaced early-on in the pandemic and are prepared for larger online browsing volume, responding to supply chain issues, expanded purchase options and virtual shopping experiences. These are going to be crucial for smaller retailers competing with giants like Amazon, Walmart, Target and Best Buy.<\/p>\r\nThe <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">cost-conscious consumer<\/a> will be looking to stretch their holiday dollars through promotions, coupons, sales and savings on shipping costs. This is where data will play a huge role and brands will do well to attempt to profile, model or segment the cost-conscious shopper needing a discount, from the last-minute spender who might not.<\/p>\r\nOptimizing when, where and to whom to extend discount offers will help retain as much margin as possible in a time where shipping costs and delivery surcharges are on the rise. <a href=\"https:\/\/www.nytimes.com\/2020\/10\/16\/technology\/holiday-shipageddon.html\" target=\"_blank\" rel=\"noopener noreferrer\">According to the NYT<\/a>:<\/p>\r\n<blockquote>\r\n\"Parcel companies like FedEx and UPS already struggle to handle extra orders each holiday season, and they\u2019re expecting Christmas 2020 to stretch them to the limits. To try to discourage deliveries they can\u2019t handle, the delivery companies have announced larger-than-usual additional fees for larger retailers during the holiday.\"<\/em><\/p>\r\n<\/blockquote>\r\nWhat does that mean for retailers? That\u2019s the question <a href=\"https:\/\/www.retaildive.com\/news\/5-retail-holiday-predictions-for-2020\/587069\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ray Wimer, professor of retail practice at Syracuse University, is asking<\/a>:<\/p>\r\n<blockquote>\r\n\"Are you going to all of a sudden pass that off? Because we do know from past that customers abandon when they see they're being charged the shipping costs. So I would think that retailer is going to take on that cost, which further lowers margin.\"<\/em><\/p>\r\n<\/blockquote>\r\nAt Ansira, we take a customer-centric approach, not only to data and personalization but also to experiences. We believe customer experience (CX) is everything, and that is of increased importance around the holidays when timing is of essence, stresses are heightened, and more customers may be shopping with your brand for the first time.<\/p>\r\nSo, we\u2019ve pulled together three things (few but mighty) to focus on NOW to improve experiences this holiday season and throughout 2021.<\/p>\r\n<h4>1. Get to know your audiences<\/h4>\r\nWe perform Needs State Analyses using a combination of big data and small data; first-party data and a synthesis of secondary research. First-party analysis will help identify key behaviors that naturally create breaks or segments of customers in the data. That leads to various hypotheses that we try to validate through primary research, getting to the \u201cwhy,\u201d not just the \u201cwhat.\u201d<\/p>\r\nOur customers\u2019 needs states are mapped along a spectrum that is usually focused on a sense of urgency or range of pain points. However, it depends a lot on what the brand is trying to solve for the customer.<\/p>\r\nIt is possible to do a quick-and-dirty version of a Needs State Analysis! For the holidays, you are likely to have four basic consumer groups<\/strong>, identified by historical transactional data:<\/p>\r\n<ol>\r\n\t<li>Gifters (only buy around the holidays)<\/li>\r\n\t<li>First-time Buyers<\/li>\r\n\t<li>Infrequent Shoppers<\/li>\r\n\t<li>Loyal Customers<\/li>\r\n<\/ol>\r\nPut yourself in each of these consumers\u2019 shoes and create a matrix of their functional needs, emotional needs, activities, triggers and key motivators. To impact this holiday season, focus first on your <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">highest value segments<\/a>.<\/p>\r\nFor illustration, we\u2019ll focus on Gifters.<\/p>\r\nThey could be on a spectrum of the type<\/strong> of Gifters:<\/p>\r\n<ul>\r\n\t<li>Last-minute\/Oops Gifter<\/li>\r\n\t<li>Prepared Gifter (who shops all year long)<\/li>\r\n\t<li>Unique Gifter (who loves to give special gifts; they take pride in it)<\/li>\r\n\t<li>Get-This-Over-With Gifter (who will probably buy a gift card, candle or picture frame for everyone on their list)<\/li>\r\n<\/ul>\r\nIf you have the luxury of appending additional third-party data, you can not only validate your need-state hypotheses, but you can dimensionalize them even further with an understanding of their household information, specific barriers, lifestyle attributes as well as media habits and behaviors.<\/p>\r\nFor example, our friends at Resonate looked at Black Friday and Cyber Monday shoppers and <a href=\"https:\/\/www.resonate.com\/blog\/socially-distant-santa-heres-your-holiday-shopping-2020-preview\/\" target=\"_blank\" rel=\"noopener noreferrer\">found the following insights<\/a>:<\/p>\r\n<blockquote>\r\n\"Those shoppers are 29% more likely to rely on delivery service rather than in-person shopping. 59% are avoiding physical stores to a moderate extent, while 35% are avoiding physical stores to a large extent. However, one of their top values is obeying laws and fulfilling obligations, which means they\u2019ll likely follow your in-store COVID precautions\u2014and, as our data tells us, they will expect you to have those in place.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>2. Perform a Customer Experience Audit<\/h4>\r\nOnce you know your audiences, assess and document successes and gaps or friction points in the current experience through the lens of each audience segment by performing a Customer Experience Audit.<\/p>\r\nThis exercise is typically driven by a business need or challenge, but the evaluation of each interaction is done through the eyes of the customer. The goal is to ensure you are offering personalized experiences across touchpoints that ultimately drive results for the brand.<\/p>\r\nContinuing to use our Gifter audience as an example, during the holidays you may want to increase their average order value. Therefore, you could select a channel, like your website, and map the path to purchase from:<\/p>\r\nBrowsing \u2192 to adding to cart \u2192 to check-out \u2192 and post-visit communications<\/strong><\/p>\r\nYou may have to separately map mobile or app experiences and don\u2019t forget to also note potential negative paths, like <a href=\"https:\/\/iterable.com\/blog\/avoid-mistakes-cart-abandonment\/\" target=\"_blank\" rel=\"noopener noreferrer\">cart abandonment<\/a>. You will visually capture each experience and scrutinize each step for barriers a customer may encounter.<\/p>\r\nWhen you view through the lens of our Gifter audience, and account for actions, mindsets, emotional needs, and functional needs from our Needs State Analysis, you will start to see where there are gaps or opportunities to personalize the experience with messaging, content and offers targeted to the Gifter.<\/p>\r\nTo learn more about how to do a full CX audit, <a href=\"https:\/\/ansira.com\/insights\/blog\/identifying-critical-gaps-in-your-customer-experience-cx\/\" target=\"_blank\" rel=\"noopener noreferrer\">read our blog post<\/a>.<\/p>\r\nFor the 2020 holidays, prioritize mobile and web experiences for segments with the biggest growth opportunities.<\/p>\r\n<h4>3. Data is the fuel required for the experience engine to run!<\/h4>\r\nData determines the segments for your Needs State Analysis, helps define which experiences to assess and the order in which gaps and opportunities are prioritized. Most importantly, data is crucial for driving personalized communications.<\/p>\r\nIt is a given that you are tracking sales, but what about the following?<\/p>\r\n<ul>\r\n\t<li>Are you looking at email opt-ins and marketing engagement?<\/li>\r\n\t<li>Do you monitor average order value across lifecycle segments and purchase channels?<\/li>\r\n\t<li>Is your product catalog set up to be able to promote commonly gifted items to your Gifter audience?<\/li>\r\n\t<li>Do you need to heavy up media in your social channels for our now, and activate local messaging closer to the holidays?<\/li>\r\n\t<li>Do you have test plans in place for content and offers throughout the journey<\/li>\r\n\t<li>Do you know which customers are comfortable shopping in store (and what location is their nearest store) and which prefer to shop online?<\/li>\r\n<\/ul>\r\nAll these data points should help inform the timing, channel, messaging, content and frequency for your marketing communications to stay top of mind and meet your holiday goals and beyond.<\/p>\r\nIt\u2019s okay if you don\u2019t have your data tagged to track and monitor all these things now, but consider putting a <a href=\"https:\/\/ansira.com\/capabilities\/analytics-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">Data Taxonomy Audit<\/a> on your roadmap; it will go a long way in supporting marketing automation in the future. In fact, we would recommend adding all three steps to your roadmap.<\/p>\r\nThe biggest drivers of this holiday season are going to be e-commerce growth, so even if automated, cross-channel personalization isn\u2019t a current capability, testing personalized messages, even if just for 1-2 segments and utilizing as many digital channels as possible is guaranteed to drive results.<\/p>\r\nAnsira designs relevant, persuasive experiences for all the right moments; strengthening relationships, cultivating brand loyalists, and assuring profitable client growth. Teams operating across the U.S., Europe, South Asia, and Oceania, arm brands and their channel sales ecosystems with digital offerings, channel partner marketing technology and services, and local marketing technology to make these experiences possible. For more information, visit <a href=\"https:\/\/ansira.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ansira.com<\/a>.<\/em><\/p>","post_title":"A 3-Step Customer-Centric Approach to the Holidays and Beyond","post_excerpt":"In this guest post, the experts at Ansira discuss 3 things to focus on now to improve your customer experience during the holidays and throughout 2021.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-step-customer-centric-approach-holidays","to_ping":"","pinged":"","post_modified":"2020-11-17 07:43:15","post_modified_gmt":"2020-11-17 15:43:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11484","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-step-customer-centric-approach-holidays\/"},{"ID":11462,"post_author":"7","post_date":"2020-11-13 07:35:01","post_date_gmt":"2020-11-13 15:35:01","post_content":"How does COVID-19 impact my strategy for holiday sending this year? What happens if I increase my sending volume just for the holidays? How can I best prepare myself for Black Friday and Cyber Monday?<\/p>\r\nWith the holiday season quickly approaching, you might find that you're asking yourself these types of questions, but fear not, our in-house team of deliverability experts recently answered the ones that stumped you the most in this week's \"Ask Me Anything\" on holiday deliverability in the <a href=\"https:\/\/community.iterable.com\/discussion\/1000\/the-deliverability-during-the-holidays-ask-me-anything-has-ended-check-out-the-conversation\/p1\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a>.<\/p>\r\nThe questions we received were too good to reserve only for our customers, so read on to meet our team and learn the answers to the top ten!<\/p>\r\n<h3>Meet the Team<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-11468\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Deliverability-Team.png\" alt=\"Deliverability Team headshots\" width=\"800\" height=\"257\" \/><\/h4>\r\n<h4>Brian Curry, Sr. Email Deliverability Consultant (left)<\/h4>\r\n<a href=\"https:\/\/www.linkedin.com\/in\/bcurry5\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brian Curry<\/a> has been working in the email deliverability space for nearly a decade now. After running his own deliverability team in the past, he was ecstatic to join Iterable\u2019s Deliverability Team in mid-2019. If you enjoy the sunshine and an ice-cold IPA beer, well then, you just might become best friends with Brian.<\/p>\r\n<h4>Quincy Johnston, Sr. Email Deliverability Consultant (center)<\/h4>\r\n<a href=\"https:\/\/www.linkedin.com\/in\/quincy-johnston-ab2b1922\/\" target=\"_blank\" rel=\"noopener noreferrer\">Quincy Johnston<\/a> is a Senior Email Deliverability Consultant at Iterable. She has spent the past seven years focused on email deliverability, advising clients across all verticals and industries.<\/p>\r\nQuincy is passionate about helping clients better understand what their data is telling them and making it actionable via custom recommendations; troubleshooting inbox performance issues; providing thought leadership through ongoing email ecosystem education; and strategizing on email programs to meet targets and goals. She is a current member of M3AAWG.<\/p>\r\nWhen not at work, Quincy loves to take advantage of the Colorado outdoors and attending Rockies games and a number of sporting events with her kids.<\/p>\r\n<h4>Seth Charles, Principal Email Deliverability And Industry Relations Manager (right)<\/h4>\r\n<a href=\"https:\/\/www.linkedin.com\/in\/seth-charles-08058457\/\" target=\"_blank\" rel=\"noopener noreferrer\">Seth Charles<\/a> has established himself as a veteran in the email marketing and deliverability space for more than ten years now and has been the Head of Iterable\u2019s Deliverability team since early 2019. Also, as a sixth-generation Coloradan, he always enjoys being outside with his wife and three kids (especially if it involves a golf course) and thinks John Elway should be the Emperor of Colorado.<\/p>\r\n<h3>Ask Me Anything: Your Top 10 Holiday Deliverability Questions<\/h3>\r\n<h4>1. What is the most common cause of deliverability issues during a high volume time, like the holiday season?<\/h4>\r\nBrian<\/strong>: The most common things we tend to see are issues tied directly to drastically changing your sending behavior in a short period of time.<\/p>\r\nThis can include dipping way back into the database to less engaged users and increasing send volume significantly, increasing the amount of emails recipients are getting causing them to complain, and not carefully planning out how to stagger sends out to avoid looking \u201csuspicious\u201d to the mailbox providers, because the send volume, pattern and quality of data is different.<\/p>\r\n<h4>2. What are the steps to take if we notice deliverability issues?<\/h4>\r\nSeth<\/strong>:<\/p>\r\n<ol>\r\n\t<li>Understand if the issues are specific to one or a couple of mailbox providers so you know where the primary problems are\u2014 one domain could mean a specific reputation issue there, multiple could mean that a third-party filtering or blocklisting network has flagged your infrastructure.<\/li>\r\n\t<li>Attempt to understand WHY. This is commonly overlooked by senders. Typically, it is due to complaints or aggressive segmentation. If your complaint rate is consistently above .08%-.1%, you're headed for trouble. Review your segmentation parameters for those platforms. Are you sending to recipients that have recently (within 30-60 days) engaged with your email content? Any address that has opened within a year? Any address you've ever collected? Focus sends for a week or two to those that have engaged to see if that can start to ease the issues seen.<\/li>\r\n\t<li>Regular delisting processes, whether it's an online form, etc. (if applicable).<\/li>\r\n\t<li>Watch for improvements in the various reputation monitoring tools available, but most importantly in your organic mail performance to confirm if you're on the right track.<\/li>\r\n<\/ol>\r\n<h4>3. What's the best approach to incorporate subscribers into my holiday sends if they haven't engaged since the previous holiday season without impacting deliverability?<\/h4>\r\nQuincy<\/strong>:<\/p>\r\n<ol>\r\n\t<li>Review last engagement, sending past 365 days of no engagement can be risky and impact filtering.<\/li>\r\n\t<li>Define the threshold for inactivity and send a campaign that will allow subscribers to opt-back into the marketing messages; if the subscriber does not engage, do not target them during the holidays.<\/li>\r\n\t<li>Of the volume that has not engaged in 6 months, 8 months, or longer, slowly increase volume. Spiking volume can trigger filtering, throttling or blocks to occur.\u00a0<\/li>\r\n<\/ol>\r\nDuring the holidays or throughout the year, sending to an inactive or unengaged audience can damage your sender reputation and impact inbox placement. Mailbox providers are monitoring subscribers' behavior with brands to determine whether this is this mail they are expecting or wanting, based on activity, like Opens\/Clicks vs. Complaints or no action.<\/p>\r\n<h4>4. Does staggering sends throughout the day help with delivery?<\/h4>\r\nBrian<\/strong>: Absolutely yes. There is a lot of volume sending in the ecosystem during the holiday season and that causes a lot of rate limiting and throttling from the mailbox provider side.<\/p>\r\nThe spam filtering logic at the various mail systems has to decipher very quickly what is \u201cgood\u201d and \u201cbad\u201d traffic, and each system has limitations on how much they can accept at any given time.<\/p>\r\nBreaking up sends over a few hours and not sending at the top of the hour or 5 minutes past is also a really good idea to stay away from where the bulk of the volume is coming in.<\/p>\r\n<h4>5. Rule of thumb for Black Friday\/Cyber Monday weekend: How many emails is \"too many\" for your most engaged email list?<\/h4>\r\nSeth<\/strong>: Great question, and the answer will vary from sender to sender. It is obviously common for an \"engaged\" (and maybe even a few not so engaged) recipients to get an email every day during that weekend. Now, assuming that you're referring to several emails each day, that could get tricky.<\/p>\r\nI personally feel that anything more than two messages per day could feel a little pushy, so I would typically advise senders to send around that to their most engaged users. Keep in mind that mailbox providers are on high alert for abuse and the inbox is incredibly crowded during this time, so put the focus on sticking out with relevance instead of frequency.<\/p>\r\n<h4>6. If you usually have several planned sends (over a variety of topics), would you recommend combining them for the most impact or continuing with the normal number of sends (to try to get noticed in a busy inbox)?<\/h4>\r\nQuincy<\/strong>: To avoid subscriber fatigue, it is best to minimize the number of sends per day. If it makes sense for your brand, rolling up into a \"digest\" format is a great approach. During the holidays this can be helpful, because there is a fight to get to the inbox, furthermore to be noticed.<\/p>\r\n<h4>7. If image-to-text ratio is a thing, then why do so many marketers use all images in their emails? Do you think they are just not looking at their deliverability?<\/h4>\r\nBrian<\/strong>: It is a thing, but not as big as a thing as it once was. The reason all-image emails can look \"suspicious\" is that spammers\/bad actors sometimes try to avoid any text-based filtering algorithm and hide behind the images to get an unsuspecting user to click where the image is linked.<\/p>\r\nIn terms of why marketers may do all-image emails, it could be a mix of not paying close attention to deliverability\/potential content filtering and focusing more on creative designs of their emails and feeling their recipients respond better to image-based emails.<\/p>\r\nI always like to advise to have a good mix of images and text because it will give the spam filtering system a chance to evaluate and know you are a legitimate sender. As always, it is a good idea to test different types of email content out and see what your recipients engage with the most.<\/p>\r\n<h4>8. How can we get out of the promo tab in Gmail? Does asking users to add us to their address book really work? If so, is there a one-click URL we can use to do this?<\/h4>\r\nSeth<\/strong>: Is the content promotional? Most senders that don't want their content being sent to the promotional tab are sending....wait for it....promotional content.<\/p>\r\nSo first, ask yourself if you're sending anything except one-to-one communication (like to your friend) or truly transactional, like purchase confirmations. That notwithstanding, if a user adds you to their safe senders list, that can have an impact.<\/p>\r\nBut keep in mind, Google modifies its filtering models several times a day and what happened yesterday won't necessarily be what happens today or tomorrow.<\/p>\r\n<h4>9. In your opinion, what's the most impactful thing brands should do to ensure deliverability during the holidays?<\/h4>\r\nBrian<\/strong>: When thinking about email deliverability and how spam filtering works, to me, it comes down to really being careful and mindful about your recipients and quality of data. Being relevant and honoring the recipients' expectations and not over mailing is key too.<\/p>\r\nIn the realm of data quality, making sure to really analyze how engaged the recipient base is, keep the email sends to a more engaged cohort, and minimize older data where you can. Lastly, send in a consistent manner that does not look suspicious to mailbox providers and spam filtering mechanisms.<\/p>\r\n<h4>10. What are the best tools to monitor your deliverability?<\/h4>\r\nQuincy<\/strong>: There are several tools within the ecosphere that can be leveraged to help provide insight:<\/p>\r\n<ol>\r\n\t<li>Iterable Insights: dashboards and reporting (opens, clicks, unsubscribes, etc.)<\/li>\r\n\t<li>Campaign level data<\/li>\r\n\t<li>Gmail Postmaster and Microsoft SNDS Postmaster tools to monitor for reputation health<\/li>\r\n\t<li>Deliverability tools: Validity, Inbox and Reputation<\/li>\r\n<\/ol>\r\n<h3>Want to Learn More From Our Experts?<\/h3>\r\nOne of the many benefits of using the Iterable platform is that Brian, Quincy and Seth would be your dedicated partners so you can tackle all your holiday deliverability challenges and arrive in the inbox as intended.<\/p>\r\nRead more about our <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Deliverability Services<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\" target=\"_blank\" rel=\"noopener noreferrer\">contact us<\/a> if you're interested in working with the best deliverability team in town!\u00a0<\/p>","post_title":"Iterable AMA Recap: Your Top 10 Holiday Deliverability Questions","post_excerpt":"Our team of experts hosted an \"Ask Me Anything\" on holiday deliverability in the Iterable Community. Here are their answers to the top 10 questions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-10-holiday-deliverability-questions","to_ping":"","pinged":"","post_modified":"2020-11-13 07:35:01","post_modified_gmt":"2020-11-13 15:35:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11462","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-10-holiday-deliverability-questions\/"},{"ID":11450,"post_author":"10","post_date":"2020-11-11 09:27:17","post_date_gmt":"2020-11-11 17:27:17","post_content":"Remember those \u201cchoose your own adventure\u201d books from your childhood? The ones where you would be presented with a choice to take different actions and then flip the page corresponding to your particular choice? Those were great!<\/p>\r\nBut think about this\u2014how weird would it be if you flipped to a certain page only to find that the story had no relation to where you left off? That type of continuity between experiences is exactly what we\u2019ll be talking about today.<\/p>\r\nInside every marketing journey lies a bridge between your customers' input and your own marketing output. When the journey is connected, the story makes sense! But, when your customers\u2019 pasts are misaligned with the present, the experience breaks down.<\/p>\r\nAnd for brands, more often than not, that\u2019s where that customer\u2019s story ends.<\/p>\r\n<h3>Connecting All the Dots<\/h3>\r\nMarketers are the designated storytellers of our respective brands, and the onus is on us to tell good ones! But what we\u2019re prone to forgetting is that the story isn\u2019t about us\u2014it\u2019s about each one of our customers. Though we\u2019ve worked hard to <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">chart the best path<\/a> for them, customers actively choose their own adventures.<\/p>\r\nIn this situation, our role is to keep their story going. We need to think holistically about their different experiences and help them reach the next leg of their journey. Everything from strategy, to content, to timing, and much more. It\u2019s a lot to consider when going at it alone...<\/p>\r\nEnter: the trusty sidekick, data.<\/p>\r\nThough your customer is the hero, their data is a crucial driver of the journey\u2014the Watson to their Holmes, if you will. Key interaction details contained inside customer engagement data help us automatically decide how to best complement their evolving journeys.<\/p>\r\nMastering the manipulation of data to tell an incredible customer story is how brands win loyalty for life.<\/p>\r\n<h3>Pursuing Personalization<\/h3>\r\nFor those following along at home, this marks the third installment of our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 pillars of personalization<\/a>:<\/p>\r\n<ul>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/strong><\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ul>\r\nThe path to personalization began with <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Segmentation<\/a> and was followed by <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lifecycle Mapping<\/a>. Now, as we venture down the latter half of the path, we\u2019re excited to unveil an insider\u2019s look at the third pillar: Workflow Building.<\/p>\r\n<h3>Introducing Our Workflow Building Playbook<\/h3>\r\nInside our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a>, we break down the components of building successful customer messaging workflows inside your email service provider (ESP). To accomplish this, brands must take four specific steps if they hope to engage in the ways their customers actually<\/em> want.<\/p>\r\nThe full playbook is <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">available for download here<\/a>, but keep reading for a sneak preview of what\u2019s inside!<\/p>\r\n<h4>The 4 Building Blocks of a Customer Messaging Workflow<\/h4>\r\nLet\u2019s talk about what you can do when building a customer messaging workflow<\/strong>, which we define as the written communications between your brand and a customer.<\/p>\r\nThere are four building blocks of a customer messaging workflow, which include:<\/p>\r\n<ol>\r\n\t<li>Enter\/Exit Criteria<\/li>\r\n\t<li>Timing<\/li>\r\n\t<li>Actions<\/li>\r\n\t<li>Filters<\/li>\r\n<\/ol>\r\nTo make it easy to follow along, we\u2019ll walk through a hypothetical example of a reactivation email workflow from Iterable customer <a href=\"https:\/\/iterable.com\/customers\/case-study\/bloomon\" target=\"_blank\" rel=\"noopener noreferrer\">bloomon<\/a>, an online floral service based out of the United Kingdom.<\/p>\r\n<h4>1. Enter\/Exit Criteria<\/h4>\r\nThe first building block is Enter\/Exit criteria, which is how a user enters and leaves the customer messaging workflow in question.<\/p>\r\nBefore we dig into the specifics, let\u2019s briefly recap the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">first installment of our Pillars of Personalization<\/a> series on user segmentation. We covered the four steps of building and testing out your brand\u2019s perfect audience segment, which are:<\/p>\r\n<ol>\r\n\t<li>Reflect and visual your ideal customer<\/li>\r\n\t<li>Select your data points<\/li>\r\n\t<li>Build and send a test campaign<\/li>\r\n\t<li>Report progress weekly<\/li>\r\n<\/ol>\r\nSo assuming the bloomon team followed similar steps, they would discover that their perfect audience segment would consist of customers who have made a one-time purchase in the past\u2014but have yet to sign up for a subscription plan to regularly receive flower arrangements.<\/p>\r\nSince bloomon is using Iterable, the company can use a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115003156546\" target=\"_blank\" rel=\"noopener noreferrer\">trigger in its reactivation workflow<\/a> that only brings in users who:<\/p>\r\n<ul>\r\n\t<li>Made a purchase but haven\u2019t returned in 90 days<\/li>\r\n\t<li>Opened or clicked on a promotional campaign<\/li>\r\n\t<li>Viewed the flower subscription page on bloomon\u2019s website<\/li>\r\n<\/ul>\r\nHowever, no customer wants to receive reactivation emails forever. So it\u2019s just as important to determine when users will leave or exit the reactivation workflow. In this case, bloomon may set a trigger that removes users from the workflow when they:<\/p>\r\n<ul>\r\n\t<li>Unsubscribe from promotional emails or the list altogether<\/li>\r\n\t<li>Fail to open the last five emails<\/li>\r\n\t<li>Have little to no activity on bloomon\u2019s website<\/li>\r\n<\/ul>\r\nThe number of workflow triggers can be endless, based on your ESP\u2019s ability to incorporate triggers from external data points, like adding an item to a shopping cart or making a purchase. But regardless of the tool, it\u2019s always a good idea to determine how users are going to enter and exit your messaging workflow.<\/p>\r\nThis is just a sneak peek of what\u2019s in the full playbook. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Download now<\/a> and learn all about the other three steps needed to solve the workflow riddle. See how the bloomon example pans out and learn how other Iterable customers are putting this same methodology to work.<\/em><\/p>\r\n<h3>Workflow Building Like the Pros<\/h3>\r\nThe customer experience comprises a whole slew of interactions between sign-up and checkout. In a world filled with distractions and short attention spans, you can\u2019t rely on your customers to venture through your carved-out journey as prescribed.<\/p>\r\nRemember, we marketers are on the front lines of interacting with customers\u2014both directly and indirectly. It\u2019s up to us to connect the dots for<\/em> our customers when they can\u2019t connect them themselves. And we have to do it thoughtfully and in ways that make sense in relation to the customers\u2019 experiences at any given moment.<\/p>\r\nIn this video walkthrough below, Iterable solutions consultant Sam Heinz demonstrates a cart abandonment workflow. Sam shows us how marketers can use Iterable to build the different parameters of their desired customer experience: evaluating triggering actions, choosing messaging channels, setting delays, and making the messaging experience personal. Check it out!<\/p>\r\n[embed]https:\/\/www.youtube.com\/embed\/MwHA5F8MsOY[\/embed]<\/p>\r\nEffective workflow building keeps your customers progressing toward their goals. Understanding the forces in play\u2014behaviors, circumstances, timing, and desired actions\u2014will help you create experiences that best serve all stages of your customers\u2019 journeys.<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and start mastering your own workflows so you, too, can engage like a pro.<\/p>\r\n<a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11451 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x192.png\" alt=\"Download the Iterable Workflow Building whitepaper\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Successful Workflow Building in 4 Easy Steps","post_excerpt":"Get a sneak peek at our latest workflow building guide and learn the 4 building blocks of a successful customer messaging workflow.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"successful-workflow-building-4-easy-steps","to_ping":"","pinged":"","post_modified":"2020-11-12 08:30:30","post_modified_gmt":"2020-11-12 16:30:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11450","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/successful-workflow-building-4-easy-steps\/"},{"ID":11445,"post_author":"7","post_date":"2020-11-11 07:40:35","post_date_gmt":"2020-11-11 15:40:35","post_content":"The season of giving is upon us again! You\u2019re dusting off the decorations, finding the perfect ugly sweater and rekindling your love of mulled wine. You\u2019re also head-down in meetings, approving copy, making lists (dare I say, \u201cchecking them twice\u201d?), and doing everything you can to deliver a seamless holiday experience for your audience.<\/p>\r\nYou\u2019re nothing short of a modern-day Kris Kringle, and we salute you.<\/p>\r\n<h3>Why Legacy Marketing Clouds Make Terrible Gifts<\/h3>\r\nFree milk and cookies would be nice, but let\u2019s start thinking about your ideal holiday wish list as a thriving marketing professional. What would it include?<\/p>\r\nHigher engagement rates, larger budget, more recognition? We agree. But more importantly, let\u2019s think about what should be left off the list\u2014specifically when it comes to your martech stack.<\/p>\r\nA few things might come to mind, but here are four reasons that legacy marketing clouds should be left off your holiday wish list this year.<\/p>\r\n<h4>1. A lack of data flexibility gives no one peace on earth<\/h4>\r\nAccording to Forrester, <a href=\"https:\/\/go.forrester.com\/blogs\/marketers-you-can-take-this-personally-your-personalization-strategy-isnt-working\/\" target=\"_blank\" rel=\"noopener noreferrer\">only 5% of all consumers<\/a> say that email offerings are well-timed to their current needs or interests. This isn\u2019t due to your lack of vision; in fact, it\u2019s the opposite. It\u2019s due to your tools not being flexible enough to keep up<\/em> with your vision. If it takes you hours or even days to figure out that someone was on your website, you\u2019re already starting a lap behind.\u00a0<\/p>\r\nLegacy marketing clouds want you to think that data management is meant to be a burden. That it\u2019s normal to need help from engineers to build an audience, or that setting up a campaign is meant to take weeks on end. Their own shortcomings are being passed onto you as inevitabilities and you\u2019re left to make it all work.<\/p>\r\nLet\u2019s look at what else is out there.<\/p>\r\nModern marketing automation platforms were built to correct these inevitabilities, starting with easier data management. Instead of having web\/email\/mobile data spread across different sources, modern platforms break down these data silos to centralize everything under one view. This allows anyone (regardless of role or technical prowess) to bring your engagement strategy to life.\u00a0<\/p>\r\n\u00a0Here\u2019s what a flexible platform looks like:<\/p>\r\n<ul>\r\n\t<li>An intuitive UI that caters to any technical skill-level<\/strong>. Even if you prefer to code emails from scratch, you shouldn\u2019t need an engineering degree to personalize messaging. Modern platforms are intuitive to the point that your team can do things like build emails, setup campaigns and segment audiences without needing technical resources.<\/li>\r\n\t<li>More sophisticated messaging personalization<\/strong>. According to SmarterHQ, <a href=\"https:\/\/smarterhq.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">72% of consumers<\/a> say they only engage with personalized messaging\u2014that\u2019s a large slice of the pie. These modern platforms let marketers deepen existing customer relationships by giving them access to all zero-party and first-party customer data to personalize content in real time.<\/li>\r\n\t<li>A robust partner ecosystem<\/strong>. One tool can\u2019t solve all your problems, that\u2019s why it\u2019s called a \u201ctech stack.\u201d Modern platforms have built out <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener noreferrer\">partner ecosystems<\/a> to make sharing data between your CDP or analytics tool just one API call away.<\/li>\r\n<\/ul>\r\n<blockquote>\r\n\"There\u2019s a lot to like with Iterable. Their workflow builder is VERY intuitive, basically allowing you to customize your user journey however you want [\u2026] After working with several other platforms, I\u2019ve found that <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4326741\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s workflows are by far the best when it comes to ease of use and customization<\/strong><\/a>.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>2. Customer Support is not so holly-jolly at best, nonexistent at worst<\/h4>\r\nWaiting for Santa is fun, waiting to hear back from customer support? Not so much. Stellar customer support is something that every marketer should feel entitled to expect from a martech provider. You\u2019re not buying a toy like a yo-yo; you\u2019re investing in a partnership to sit at the core of your customer engagement strategy.<\/p>\r\nIssues will arise, and you\u2019ll need answers. So where do you turn?<\/p>\r\nLet\u2019s take a look at what bad customer support looks like:<\/p>\r\n<ul>\r\n\t<li>Take a ticket<\/strong>. If you feel like you\u2019re at the DMV, it\u2019s not a great start.<\/li>\r\n\t<li>FAQ redirect<\/strong>. A term I made up for when you find yourself taken to a page called \u201cGeneral Resource Center.\u201d Bonus points if they\u2019re not able to actually address your specific question.<\/li>\r\n\t<li>24-48 hours<\/strong>. 48 hours? That\u2019s a long time to wait just to figure out how long you\u2019ll ACTUALLY have to wait!<\/li>\r\n<\/ul>\r\nFor better or worse (it\u2019s worse), legacy marketing clouds think that support is a convenience, not a necessity.\u00a0<\/p>\r\nNow let\u2019s take a look at what kind of support a) exists and b) should become your new standard:<\/p>\r\n<ul>\r\n\t<li>Multiple points of contact<\/strong>. Email, video call, Slack, chatbot, hologram (kidding, maybe one day!). Pick your favorites, and a tool with good customer support should be able to accommodate.<\/li>\r\n\t<li>Quick response time<\/strong>. Imagine a world where all time zones are supported and an average response time is measured in seconds, not days. Now, what if I told you that this world exists today?<\/li>\r\n\t<li>\u201cHi, Chris.\u201d<\/strong> Chris isn\u2019t an acronym; they\u2019re a dedicated Customer Success Manager just for your company who you\u2019ve spoken with many times. Chris knows your business inside-and-out and can get you answers to anything you need.<\/li>\r\n<\/ul>\r\n<blockquote>\r\n\u201c<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4326741\" target=\"_blank\" rel=\"noopener noreferrer\">Ever email a support team for help only to get a generic response that you already Googled yourself? Yeah, that doesn\u2019t happen on Iterable<\/strong><\/a>. All their support team members have a stronger level of technical proficiency [\u2026] Our dedicated customer success rep is also a rockstar who has helped give us tons of insight on how to build certain features to make our email experience seamless.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h4>3. Their inability to scale makes it impossible to let it grow, let it grow, let it grow<\/h4>\r\nModern platforms believe that growth should be a goal, not a deterrent. As you grow your database, the quantity of your messaging will have to increase without compromising the quality of your content. You deserve to have a tool that will deliver consistent experiences year-over-year without you having to worry about outgrowing its capabilities.\u00a0<\/p>\r\nModern scale was built with this kind of longevity in mind. These modern platforms built higher ceilings to store and pass data so that you won\u2019t outgrow them, and let you leverage any data point you collect to inform personalized outreach.<\/p>\r\nWhat results is a solution that will be as effective in engaging 10,000 customers as it is engaging 10 million customers. You won\u2019t notice any slow-downs in performance, or any need to limit yourself from what\u2019s possible.<\/p>\r\nIn a world where <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2019\/09\/24\/50-stats-that-prove-the-value-of-customer-experience\/?sh=117a57a64ef2\" target=\"_blank\" rel=\"noopener noreferrer\">73% of consumers<\/a> say that experience is key in influencing their brand loyalties, modern scale is what allows you to deliver personal, unique brand experiences that remain consistent as you grow.<\/p>\r\n<blockquote>\r\n\u201cThanks to the ability to send messages at scale, <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4438457\" target=\"_blank\" rel=\"noopener noreferrer\">we reach more buyers at the same time<\/strong><\/a>, creating higher profits compared to when we did not use Iterable.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h4>4. They cost two arms, a leg and a partridge in a pear tree<\/h4>\r\nIf you\u2019ve ever had to defend your marketing spend in front of a higher-up, you probably know this better than anyone. It\u2019s not easy having to fight for every dollar or pound, and it\u2019s not made easier when a service you\u2019re already paying for continues to squeeze your wallet.\u00a0<\/p>\r\nLegacy marketing clouds are expensive because they can be. Hard stop. Let\u2019s look at a few reasons why they think they can get away with it:<\/p>\r\n<ul>\r\n\t<li>Vendor lock-in<\/strong>. Global vendors figured out a long time ago that once they cross a threshold of dependency, your company falls at the mercy of their services. They are quite literally willing to gamble that any bad experience you have with them will never outweigh the perceived cost of migrating to a better alternative.<\/li>\r\n\t<li>Hidden costs<\/strong>. If you find yourself paying for things like API calls, users entering journeys or licensing fees, then it might be time to reevaluate things. That\u2019s like paying for an all-you-can-eat buffet just to get a plate and a chance to buy the food for an extra cost.<\/li>\r\n<\/ul>\r\nIf these sound all too familiar, you\u2019re not alone. But you have more power than you realize, and the fact of the matter is that legacy marketing clouds can no longer get away with these exorbitant pricing structures. So find yourself an alternative that understands what you need to be successful, then works with you to flexibly price its services to fit those needs.<\/p>\r\n<blockquote>\r\n\u201c<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-105256\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable has truly been a revolutionary product at a fair price<\/strong><\/a>. We use it for a variety of clients from political to corporate to media and have had great success.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>So What Next?<\/h3>\r\nNow that you know what to leave off your wish list, you\u2019re one step closer to having a successful holiday season. Even if now isn\u2019t the best time to make a change, it\u2019s never too early to start planning for next year.<\/p>\r\nSo before you wrap up your work and lose yourself in some festive movies, think about what you can do to ensure that next year brings more joy to your world.<\/p>\r\nTo learn why Iterable was named a Leader in Marketing Automation, rated 4 stars or higher by 93% of users, download the <a href=\"https:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">G2 Grid\u24c7 Report for Marketing Automation<\/a> today.<\/em><\/p>","post_title":"4 Reasons to Leave Legacy Marketing Clouds Off Your Holiday Wish List","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-reasons-leave-legacy-marketing-clouds","to_ping":"","pinged":"","post_modified":"2020-11-11 08:32:01","post_modified_gmt":"2020-11-11 16:32:01","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11445","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/4-reasons-leave-legacy-marketing-clouds\/"},{"ID":11433,"post_author":"71","post_date":"2020-11-10 14:11:40","post_date_gmt":"2020-11-10 22:11:40","post_content":"Despite its aspirational name, marketing automation isn\u2019t always so automated. According to industry research, most marketing teams spend up to 2+ weeks to create one single email. However, there should be a way to take back some time and devote it to the most valuable part of the email process: Creating personalized messages that resonate with your customers.<\/p>\r\nIn this white paper, we discuss the technological limitations of legacy marketing platforms and the four building blocks of a customer messaging workflow.<\/p>\r\nTakeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why lifecycle maps don\u2019t always translate into your email service provider<\/li>\r\n\t<li>The four building blocks of a customer messaging workflow<\/li>\r\n\t<li>How a floral subscription business in the U.K. doubled its number of reactivations using a growth marketing platform like Iterable<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Workflow Building","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-workflow-building","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=whitepaper&p=11433","menu_order":9,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/"},{"ID":11407,"post_author":"35","post_date":"2020-11-10 10:31:45","post_date_gmt":"2020-11-10 18:31:45","post_content":"Be our guest. Be our guest. Put our service to the test. There\u2019s a small, but important distinction between a customer and a guest. \u201cCustomer\u201d implies the intention to purchase. It comes with expectations.<\/p>\r\nA \u201cguest,\u201d though. A guest is a welcome visitor\u2014one treated with care and comfort. A guest is someone invited.<\/p>\r\nToday\u2019s consumers like being treated like guests, not customers. When finding brands, consumers are looking for ones that treat them with respect, listen to their opinions and personalize the customer experience. It\u2019s a shift in perspective that marketers today must adopt to stay relevant and build longer-term relationships.<\/p>\r\nOur newest series, the Customer Experience Analysis, gives you a look at the journey from a different perspective, but one that is all too familiar to us: the consumer.<\/p>\r\nMuch like our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a>, we put ourselves in the position of an engaged consumer finding a brand for the first time. We completed various actions over the course of three weeks (created an account, browsed items, favorited items, abandoned carts) to trigger messaging.<\/p>\r\nThe results are at the bottom of this post, free and ungated for your viewing pleasure.<\/p>\r\n<h3>The e.l.f. Cosmetics Customer Experience<\/h3>\r\nIn the graphic linked below, we have outlined the experience with <a href=\"https:\/\/www.elfcosmetics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S.-based cosmetics retailer<\/a> e.l.f. Cosmetics, identified strengths and opportunities, and provided a few takeaways that you can start implementing into your strategies today.<\/p>\r\nAll told, the breakdown of messages from e.l.f. over the research period was as follows:<\/p>\r\n<ul>\r\n\t<li>36 total marketing messages<\/li>\r\n\t<li>28 emails (25 promotions, 2 welcome emails, 1 transactional email)<\/li>\r\n\t<li>8 mobile messages (7 push notifications, 1 SMS message)<\/li>\r\n<\/ul>\r\nWhether you're in e-commerce or retail or neither, the takeaways from our analysis of the e.l.f. experience relate to most marketing strategies.<\/p>\r\nFor example, e.l.f. illustrates that great branding only takes your marketing so far. User behavior data, such as browsing or cart abandonment, should drive the customer experience and personalize the journey in a way that incentivizes engagement and fosters a deeper connection.<\/p>\r\nWith that said, these analyses are not a comprehensive look at a brand's journey. We've included enough actions in three weeks that we can get a good look at a portion of the journey, but there are aspects that we have not covered.<\/p>\r\nFor instance, e.l.f. might increase the personalization of its messaging as users continue to accrue points in their profile. The takeaways presented here are related strictly to the beginning of the customer-e.l.f. relationship and could promote increased engagement earlier on.\u00a0\u00a0<\/p>\r\nBy shifting the perspective to that of the consumer, we hope this series helps spark ideas to bring your customers an even better experience. Take a look at e.l.f. and once you're done, check out our last analysis: <a href=\"https:\/\/iterable.com\/blog\/customer-experience-asos\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS.<\/a><\/p>\r\n<a href=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Customer-Experience-Analysis_elf-Cosmetics.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-full wp-image-11411\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Customer-Experience-Analysis_elf-Cosmetics_CTA-Banner.png\" alt=\"Customer Experience Analysis\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"A Closer Look at the Customer Experience: e.l.f. Cosmetics","post_excerpt":"Our newest series, the Customer Experience Analysis, gives you a look at the journey from the customer's perspective. Today, we look at e.l.f. Cosmetics.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-experience-e-l-f-cosmetics","to_ping":"","pinged":"","post_modified":"2020-11-10 10:31:45","post_modified_gmt":"2020-11-10 18:31:45","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11407","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/customer-experience-e-l-f-cosmetics\/"},{"ID":11292,"post_author":"10","post_date":"2020-11-05 08:56:30","post_date_gmt":"2020-11-05 16:56:30","post_content":"The people have spoken! Iterable has once again been identified as a Leader in Marketing Automation, based on high levels of customer satisfaction and overwhelmingly positive reviews from real marketers on <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">G2<\/a>, the world\u2019s leading business solutions review website.<\/p>\r\n<h3>Iterable\u2019s G2 Product Profile<\/h3>\r\nAccording to the <a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fall 2020 G2 Grid\u00ae Report for Marketing Automation<\/a>, Iterable has been named a Leader based on high customer Satisfaction ratings and a continually growing Market Presence.<\/p>\r\nSo, what exactly does that mean? Well, for starters, 93% of all Iterable users rated Iterable 4 stars or higher (out of 5).<\/p>\r\nLooking deeper into the report\u2019s findings, Iterable also outranked the industry averages in three crucial marketing platform capabilities:<\/p>\r\n<ul>\r\n\t<li>Sending outbound emails (92%)<\/li>\r\n\t<li>Building and personalizing emails (89%)<\/li>\r\n\t<li>Workflow capability (88%)<\/li>\r\n<\/ul>\r\nFeatures and functionality are important components of any tool inside your growth stack, but G2 user ratings reflect that pragmatic buyers choose Iterable for its qualitative values that drive business growth:<\/p>\r\n<ul>\r\n\t<li>Ease of Doing Business With (90%)<\/li>\r\n\t<li>Quality of Support (90%)<\/li>\r\n\t<li>Positive Platform Direction (92%)<\/li>\r\n<\/ul>\r\n<h3>G2 Marketing Automation Grid<\/h3>\r\n\r\n[caption id=\"attachment_11293\" align=\"alignnone\" width=\"600\"]<a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11293 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Graph.png\" alt=\"G2 Fall Marketing Automation Chart\" width=\"600\" height=\"600\" \/><\/a> Click the image to read the full report and learn why Iterable was named a Leader in Marketing Automation.<\/em>[\/caption]\r\n\r\n<h3>What Reviewers Had to Say About Iterable<\/h3>\r\nToday, more than 3 million technology buyers visit G2.com to read and write authentic reviews about software and professional services. With over 1.1 million reviews, G2 represents the real voices of actual software users with first-hand product experiences.\u00a0<\/p>\r\nHere\u2019s what our customers had to say about the Iterable platform in their reviews on G2:<\/p>\r\n<blockquote>\r\n\u201cIterable is so easy to use, and yet extremely powerful.<\/strong> It has extensive APIs, the ability to merge data feeds into emails, terrific workflows, and an excellent offering of easy-to-use templates. Plus, the customer service is fast, friendly and incredibly helpful.\u201d<\/p>\r\n\u201cAs a non-technical marketer, I can use and create campaigns and emails easily. It gives me autonomy over my work and how fast I can accomplish it.<\/strong> Their support team is very helpful as well when I've run into roadblocks or don't understand how to use a specific feature.\u201d<\/p>\r\n\u201cThere's a lot to like with Iterable. Their workflow builder is VERY intuitive, basically allowing you to customize your user journey however you want [...] After working with several other platforms, I've found that Iterable's workflows are by far the best when it comes to ease of use and customization.<\/strong>\"<\/p>\r\n\u201cIterable is an extremely powerful engagement tool that my team uses on a daily basis<\/strong> to send personalized, segmented and automated communication to our users [...] one of the key differentiating factors, in my opinion, is the ability to create complex workflows and connect them, via webhook with our own database.\u201d<\/p>\r\n\u201cIterable has a great user experience<\/strong> - the workflows and segmentation setups are easy to learn and make optimizing your campaigns easier and more efficient than any other platform I've used before. Their customer service is phenomenal as well.\u201d<\/p>\r\n\u201cEver email a support team for help only to get a generic response that you already Googled yourself? Yeah, that doesn't happen on Iterable.<\/strong> All their support team members have a stronger level of technical proficiency [...] Our dedicated customer success rep is also a rockstar who has helped give us tons of insight on how to build certain features to make our email experience seamless.\u201d<\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\nG2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<blockquote>\r\n\u201cThese tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or prospects.\u201d ~ G2<\/p>\r\n<\/blockquote>\r\nTo qualify for inclusion in the Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, dynamic segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\nIn addition, these following metrics affect a company's Satisfaction<\/strong> rating:\u00a0<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews<\/li>\r\n\t<li>Quality and age of reviews received<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<h3>Learn More<\/h3>\r\nWe\u2019d like to thank our amazing customers for their partnership in helping make Iterable one of the best Marketing Automation solutions in the market!<\/p>\r\nYou can download the <a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fall 2020 G2 Grid\u00ae Report for Marketing Automation<\/a> to gain full access to all the insights, as well as how Iterable compares to other technologies.<\/p>\r\nEvaluating marketing automation providers right now? Learn more about what real users have to say on <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\" target=\"_blank\" rel=\"noopener noreferrer\">G2\u2019s Iterable review page<\/a>!<\/p>\r\n<a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\"><img class=\"alignnone wp-image-11294 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Sigstr.png\" alt=\"Download the G2 Marketing Automation report\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Iterable Named a Marketing Automation Leader in G2 Fall Report","post_excerpt":"Iterable has once again been named a marketing automation leader by G2. See what customers say about the platform inside the full report.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-automation-leader-g2-fall-report","to_ping":"","pinged":"","post_modified":"2020-11-10 22:47:16","post_modified_gmt":"2020-11-11 06:47:16","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11292","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/marketing-automation-leader-g2-fall-report\/"},{"ID":11298,"post_author":"41","post_date":"2020-11-03 07:35:11","post_date_gmt":"2020-11-03 15:35:11","post_content":"Iterable was named a Leader in the Fall 2020 G2 Grid Report for Marketing Automation.<\/p>\r\nThe G2 Grid\u00ae Report provides an assessment of the top marketing automation technologies available, rated by real users, and shows how Iterable and other select providers compare.<\/p>\r\nDownload this report to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read over 100 real, verified user reviews<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use and quality of support<\/li>\r\n\t<li>Compare product features across email marketing, campaign management and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Fall 2020","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"g2-marketing-automation-leader-fall-2020","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:05","post_modified_gmt":"2021-02-24 18:45:05","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/","menu_order":2,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/"},{"ID":11297,"post_author":"41","post_date":"2020-11-03 05:35:10","post_date_gmt":"2020-11-03 13:35:10","post_content":"In this final guide, we\u2019ll discuss what metadata is and how you can harness it to create even more dynamic personalization and strengthen the 1:1 connection with each of your customers. We\u2019ll also walk you through some cool examples of various campaigns so you can see metadata in action.<\/p>\r\nWhat\u2019s more, we\u2019ll address the challenges marketers face with data-driven personalization efforts and provide a solution that could help you ascend to the top of the personalization world.<\/p>","post_title":"How to Personalize Cross-Channel Campaigns Using Metadata","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-metadata","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/","menu_order":6,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/"},{"ID":11300,"post_author":"41","post_date":"2020-11-03 05:34:12","post_date_gmt":"2020-11-03 13:34:12","post_content":"As a B2C marketer, your goal is to establish a 1:1 connection with your audience throughout the lifecycle. To get there, you must understand the foundation of personalization, broken down into three levels: Reactive Personalization, Proactive Personalization, and Individualization.<\/p>\r\nIn this guide, we\u2019ll walk you through Level 1 of personalization: Reactive Personalization.<\/p>\r\nYou\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>An understanding of what user and event data is and why it\u2019s essential<\/li>\r\n\t<li>Real-life examples of companies that understand the art of personalization<\/li>\r\n\t<li>Tools to create highly personalized cross-channel campaigns that make your customers feel like they\u2019re VIPs<\/li>\r\n<\/ul>","post_title":"How to Personalize Cross-Channel Campaigns Using User and Event Data","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-user-and-event-data","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:05","post_modified_gmt":"2021-02-24 18:45:05","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/","menu_order":4,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/"},{"ID":11299,"post_author":"41","post_date":"2020-11-03 05:33:12","post_date_gmt":"2020-11-03 13:33:12","post_content":"In our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\">first guide<\/a>, we discussed how the power of your customers\u2019 user profiles can be harnessed to build bespoke cross-channel marketing campaigns.\u00a0<\/p>\r\nBut, as you may know already, user and event data is just one aspect of personalization. To take your campaigns to the next level, you need to adopt a proactive approach to personalization using data feeds.<\/p>\r\nThis guide will explore:<\/strong><\/p>\r\n<ul>\r\n\t<li>What data feeds are, what they aren\u2019t, and why they\u2019re essential<\/li>\r\n\t<li>Examples of data feed-powered campaigns featuring renowned brands<\/li>\r\n\t<li>How to leverage data feeds into your next campaign and deliver extra value to your customers<\/li>\r\n<\/ul>","post_title":"How to Personalize Cross-Channel Campaigns Using Data Feeds","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-data-feeds","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/","menu_order":5,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/"},{"ID":11302,"post_author":"41","post_date":"2020-11-03 05:32:14","post_date_gmt":"2020-11-03 13:32:14","post_content":"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\nIn 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\nTakeaways:<\/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":"Personalization Playbook: Lifecycle Mapping","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-lifecycle-mapping","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/","menu_order":8,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/"},{"ID":11303,"post_author":"41","post_date":"2020-11-03 05:30:15","post_date_gmt":"2020-11-03 13:30:15","post_content":"The retail industry is in constant motion. New trends, new designs, new buying habits. Marketers have to keep up, even stay ahead, while simplifying and personalizing the customer experience.<\/p>\r\nLuckily for marketers, most consumers (75%) are itching for a more personalized experience. Consumers know what they want (hint: it\u2019s convenience), but need a little push from marketers to help them find it.<\/p>\r\nThat\u2019s where this guide comes in. We took a look at how 15 top retailers are marketing today using customer behavior to tailor messaging. We wanted to see how companies are collecting, managing and incorporating data into their marketing campaigns, and at which campaigns and touchpoints along the customer lifecycle.<\/p>\r\nIn this guide you\u2019ll find:<\/strong><\/p>\r\n<ul>\r\n\t<li>Common trends used by retailers in welcome, promotion, and cart abandonment campaigns<\/li>\r\n\t<li>Actionable recommendations for how to collect data for future campaign success<\/li>\r\n\t<li>Distinct steps you can take to personalize your cross-channel campaigns at a deeper, more individualized level<\/li>\r\n<\/ul>","post_title":"Give Your Retail Marketing the Red Carpet Makeover: A How-To Guide","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:07","post_modified_gmt":"2021-02-24 18:45:07","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/","menu_order":10,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/"},{"ID":11305,"post_author":"41","post_date":"2020-11-03 05:29:16","post_date_gmt":"2020-11-03 13:29:16","post_content":"A fundamental rule of marketing has always been to meet customers where they are. That expectation has only increased today, with the average consumer spending over 5 hours per day on their phone.<\/p>\r\nThis guide will walk you through how to create successful mobile marketing campaigns across each distinct phase in the customer\u2019s journey with your brand, so you can achieve familiarity, engagement and trust.<\/p>\r\nDownload this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 10 mobile campaigns you need to support the entire customer lifecycle<\/li>\r\n\t<li>The essential ingredients of each campaign to improve performance<\/li>\r\n\t<li>Leading industry push and in-app examples in the wild and why they work<\/li>\r\n<\/ul>","post_title":"Top 10 Mobile Marketing Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-mobile-marketing-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:07","post_modified_gmt":"2021-02-24 18:45:07","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/","menu_order":11,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/"},{"ID":11304,"post_author":"41","post_date":"2020-11-03 05:28:16","post_date_gmt":"2020-11-03 13:28:16","post_content":"Inside our personalization 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\nWe 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\nWalk 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":"Personalization Playbook: User Segmentation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-user-segmentation","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/","menu_order":7,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/"},{"ID":11306,"post_author":"41","post_date":"2020-11-03 05:27:17","post_date_gmt":"2020-11-03 13:27:17","post_content":"Marketing has advanced in lockstep with technology, and it\u2019s incumbent on brands to take advantage of that. But as the saying goes, the more things change, the more things stay the same.<\/p>\r\nWhen it comes to establishing a stronger connection between your brand and your audience, the what hasn\u2019t changed\u2014the how has. And that\u2019s where this guide comes in.<\/p>\r\nDownload this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 10 email campaigns you need to support the entire customer lifecycle<\/li>\r\n\t<li>The essential ingredients of each campaign to improve performance<\/li>\r\n\t<li>Leading industry email examples in the wild and why they work<\/li>\r\n<\/ul>","post_title":"Top 10 Lifecycle Email Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-lifecycle-email-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:07","post_modified_gmt":"2021-02-24 18:45:07","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/","menu_order":12,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/"},{"ID":11311,"post_author":"41","post_date":"2020-11-03 02:34:21","post_date_gmt":"2020-11-03 10:34:21","post_content":"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 behavior in their cross-channel campaigns.\u00a0<\/span><\/p>\r\nLooking at four key mobile marketing channels\u2014push notifications, SMS, in-app and the mobile inbox\u2014we have identified how these channels are utilized for a better customer experience and which trends are most common.\u00a0<\/span><\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Data silos still exist.<\/strong>\u00a0Mobile data is not being incorporated into email campaigns\u2014and vice versa. 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\t<li>Cross-channel balance is key.<\/strong>\u00a0The overall messaging breakdown showed a balance between mobile and email messages, with 53% of all messages coming via mobile channels. However, over 50% of brands in the study sent fewer than ten emails, indicating mobile behavior is not integrated into email campaigns.\u00a0<\/li>\r\n\t<li>Push is the preferred mobile channel.<\/strong> 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. 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\t<li>SMS is the most underutilized channel.<\/strong> 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":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/","menu_order":14,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/"},{"ID":11312,"post_author":"41","post_date":"2020-11-03 02:33:22","post_date_gmt":"2020-11-03 10:33:22","post_content":"Iterable was recognized as a Leader in the Spring 2020 G2 Grid<\/span>\u00ae Report for<\/span> Marketing Automation.<\/span><\/p>\r\nThe G2 Grid<\/span>\u00ae Report<\/span> offers an assessment of the top marketing automation technologies in the market, rated by the democratic voice of real users, and shows how Iterable and other select providers compare.\u00a0<\/span><\/p>\r\nDownload the full report to:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">Access Iterable\u2019s product profile and read what real, verified Iterable users say about our partnership and solution<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Review customer satisfaction ratings on ease of use, quality of support and other key metrics<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Learn how product features compare across email marketing, campaign management, and other marketing automation categories<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Unlock additional data on select providers, such as average user adoption and ROI\u00a0<\/span><\/li>\r\n<\/ul>\r\n <\/p>","post_title":"Iterable Named Leader in G2 Grid\u00ae Report for Marketing Automation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"g2-grid-report-marketing-automation","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/g2-grid-report-marketing-automation\/","menu_order":15,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/g2-grid-report-marketing-automation\/"},{"ID":11313,"post_author":"41","post_date":"2020-11-03 02:31:23","post_date_gmt":"2020-11-03 10:31:23","post_content":"What's empathy have to do with marketing?<\/p>\r\nA lot, actually.\u00a0<\/p>\r\nAt its core, growth marketing maximizes business growth, with a heavy emphasis on retention.<\/p>\r\nThat retention bit is the real differentiator here. The business embodiment of the golden rule.\u00a0<\/p>\r\nAll style and no substance doesn\u2019t promote retention. It takes something more to build long-term, loyal customer relationships.<\/p>\r\nDownload this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why relationships are at the heart of growth marketing<\/li>\r\n\t<li>How companies like Lyft and the American Red Cross are using empathetic marketing\u00a0<\/li>\r\n\t<li>How to lead with empathy and tune into your customers' feelings<\/li>\r\n<\/ul>","post_title":"Driving Growth with Good: Marketing with Empathy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"driving-growth-with-good-marketing-with-empathy","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/driving-growth-with-good-marketing-with-empathy\/","menu_order":16,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/driving-growth-with-good-marketing-with-empathy\/"},{"ID":11318,"post_author":"41","post_date":"2020-11-03 02:25:28","post_date_gmt":"2020-11-03 10:25:28","post_content":"Email marketing in the United States and the United Kingdom has much in common, but there's plenty of difference between the two countries when it comes to content, strategy, performance and inbox placement.<\/p>\r\nNo matter which side of the Atlantic you market from, you should learn how your email programs compare with your in-country inbox competitors and with your marketing peers across the pond.<\/p>\r\nIn this report, Iterable has partnered with London-based Holistic Email Marketing to compare 20 retail fashion brands, ten from the U.S. and ten from the U.K. How do powerhouses like Topshop, Burberry, Tommy Hilfiger and Ralph Lauren personalize email messages and keep customers engaged with their online stores?<\/p>\r\nDownload this report to access:<\/p>\r\n<ul>\r\n\t<li>How fashion brands are using data, automation and AI to create highly relevant messages<\/li>\r\n\t<li>Detailed metrics on engagement, deliverability and personalization for industry leaders in retail<\/li>\r\n\t<li>8 stand-out email examples to inspire your lifecycle marketing program<\/li>\r\n<\/ul>","post_title":"Brits vs. Yanks","post_excerpt":"How U.S. and U.K. Fashion Brands Compare on Email Marketing","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"uk-us-fashion-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/uk-us-fashion-report\/","menu_order":18,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/uk-us-fashion-report\/"},{"ID":11319,"post_author":"41","post_date":"2020-11-03 02:24:29","post_date_gmt":"2020-11-03 10:24:29","post_content":"Trust is everything when it comes to our relationship with the news.<\/span><\/p>\r\nAccording to the Columbia Journalism Review, trust in journalism is waning with increasing claims of fake news and untrustworthy sources. And as the American Press Institute points out, over 40% of the public thinks the news veers too far into commentary and 35% have a negative view of news organizations.\u00a0<\/span><\/p>\r\nIt\u2019s a fact that we live in a world where immediacy is crucial to so many aspects of our lives. This need for immediate gratification explains the shocking statistic that even though 57% of Americans expect the news on social media to be inaccurate, Pew Research found 68% still report that they, at least occasionally, get their news from social media.<\/span><\/p>\r\nReaders are looking to the news as a source of education, information, and empowerment. To empower the consumer is to give them control. We all want that control, especially when it comes to our news consumption.<\/span><\/p>\r\nIn the first research study of its kind, we took a look at how 30 leading publications are giving readers the power to control their experience with the news\u2014one that leaves the reader feeling informed and, ideally, looking to upgrade to a premium subscription.\u00a0<\/span><\/p>\r\nIn this report, we walk you through the cross-channel strategies of leading publications in six categories: U.S. Newspapers, International News, Business, Technology, Online News, and Broadcast News.<\/span><\/p>\r\nWe analyze tactics that stand out to identify what worked and what growth opportunities can create a mutually beneficial customer-publisher experience.\u00a0<\/span><\/p>\r\nKey takeaways:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">Mobile is the driver<\/b>. A majority of messages received are mobile push notifications (50.8%) and many email newsletters are optimized for mobile viewing.<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Lifecycle marketing is lacking<\/b>. Welcome, promotional, and cart abandonment campaigns are vastly underutilized in the news media industry (9.6% of all emails), ignoring opportunities to promote brand offerings and drive revenue. <\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">It pays to go premium<\/b>. In a recent Reuters report, 52% of editors stated subscription and premium memberships are the revenue driver of the future, yet in our study, 35.3% of publications with premium subscriptions sent out a promotion or cart abandonment email.<\/li>\r\n<\/ul>","post_title":"News in the Age of Personalized Marketing","post_excerpt":"An Iterable User Engagement Report","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"user-engagement-report-news-media","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/user-engagement-report-news-media\/","menu_order":19,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-news-media\/"},{"ID":11321,"post_author":"41","post_date":"2020-11-03 02:23:31","post_date_gmt":"2020-11-03 10:23:31","post_content":"Catering to the changing tastes of consumers has always been a tall order for marketers, but the advancements of technology have opened new, modern ways to engage customers en masse. Your customers are cross-channel by nature and are expecting you to cater to their tastes.<\/p>\r\nInside our cross-channel recipe book, we\u2019ve deconstructed six popular lifecycle campaigns down to their core ingredients. We walk you through the key instructions needed to recreate and adapt your own versions to fit your brand\u2019s unique growth strategy.<\/p>\r\nDownload this guide for:<\/p>\r\n<ul>\r\n\t<li>Learning how to coax additional engagement out of your lifecycle strategy<\/li>\r\n\t<li>Refining key marketing campaign objectives to grow cross-channel engagement<\/li>\r\n\t<li>Best practices on taking your campaign messaging across new channels<\/li>\r\n\t<li>Pro tips for kicking your marketing campaigns up a notch<\/li>\r\n<\/ul>","post_title":"The Iterable Cross-Channel Campaign Cookbook","post_excerpt":"6 Recipes for Marketers Craving Customer Engagement","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-campaign-cookbook","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/cross-channel-campaign-cookbook\/","menu_order":20,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-campaign-cookbook\/"},{"ID":11323,"post_author":"41","post_date":"2020-11-03 02:21:33","post_date_gmt":"2020-11-03 10:21:33","post_content":"The capabilities of modern email service providers (ESPs) have advanced far beyond their predecessors. This guide is intended to help marketers seeking new ESPs evaluate their options from a functionality and management perspective. <\/span><\/p>\r\nInside, marketers will learn to ask the questions that reveal how an ESP\u2019s technology foundation affects their ability to bring immersive, data-driven campaigns to life.\u00a0<\/span><\/p>\r\nDownload this guide to:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">Help you confidently choose the ESP that\u2019s right for your organization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Develop a first-hand understanding of your ESP\u2019s strengths and weaknesses<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Learn how to explore an ESP\u2019s specialized capabilities and technical foundations<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Understand how ESP usability, flexibility, and productivity directly affect short- and long-term marketing goals<\/span><\/li>\r\n<\/ul>","post_title":"How to Determine ESP Function From Fiction","post_excerpt":"Simple Questions, Complex Features","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-determine-esp-function-from-fiction","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/","menu_order":21,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/"},{"ID":11324,"post_author":"41","post_date":"2020-11-03 02:20:34","post_date_gmt":"2020-11-03 10:20:34","post_content":"The platform migration. Traditionally, it\u2019s a time-consuming, resource-heavy process rife with obstacles. And if you\u2019re not adequately prepared, you can be left scrambling to find value in the process. <\/span><\/p>\r\nIn this guide, you will see exactly what it takes to prepare yourself and your team for what lies ahead when migrating growth marketing platforms. <\/span><\/p>\r\nWe show you how to get started tidying up your current system in order to achieve immediate success on your new platform. <\/span><\/p>\r\nDownload this migration guide to learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">How your messaging strategy impacts your project timeline <\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">What it takes to clean up your data for a painless integration process<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Which obstacles to a smooth technical integration you need to address before getting started<\/span><\/li>\r\n<\/ul>","post_title":"The Growth Marketing Platform Migration Guide","post_excerpt":"See how to tidy up your system for a smooth migration","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-growth-marketing-platform-migration-guide","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/","menu_order":22,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/"},{"ID":11325,"post_author":"41","post_date":"2020-11-03 02:19:35","post_date_gmt":"2020-11-03 10:19:35","post_content":"Entry-level email service providers (ESPs) may be low on cost and resources needed for management, but with that comes limitations to campaign personalization, scalability, and data management. At some point, this system slows\u2014or even prevents\u2014growth.<\/span><\/p>\r\nThe modern ESP empowers marketers to reach more customers at the personal level while incorporating data at all stages to improve the customer journey and drive revenue growth. <\/span><\/p>\r\nIn this introduction to modern ESPs, you will learn how to identify what your team needs from an ESP and how to choose a modern system with optimal business growth in mind.<\/span><\/p>\r\nDownload this guide to:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">See how a modern ESP can enhance your customer journey to target customer preferences at the individual level<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Understand how to consolidate your martech stack for more efficient data management and utilization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Learn what questions to ask to ensure you find the right modern ESP for your business<\/span><\/li>\r\n<\/ul>","post_title":"An Introduction to Modern ESPs","post_excerpt":"How to Prepare for Growth","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"an-introduction-to-modern-esps","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/an-introduction-to-modern-esps\/","menu_order":23,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/an-introduction-to-modern-esps\/"},{"ID":11328,"post_author":"41","post_date":"2020-11-03 02:18:38","post_date_gmt":"2020-11-03 10:18:38","post_content":"Inside this report, we\u2019ve examined the engagement strategies of 50 major U.S. retailers by taking a first-hand look at their cross-channel messaging. We\u2019ve evaluated the campaigns of the top and fastest-growing retailers to learn what keeps shoppers repeatedly ringing the register.<\/p>\r\nDownload this report to gain valuable insights:<\/strong><\/p>\r\n<ul>\r\n\t<li>How industry leading retailers message consumers throughout the customer lifecycle<\/li>\r\n\t<li>Innovative ways brands are powering purchases through digital experiences<\/li>\r\n\t<li>An inside look at the campaigns and strategies behind Black Friday & Cyber Monday<\/li>\r\n<\/ul>","post_title":"2019 All Things Retail Report","post_excerpt":"Cross-channel engagement strategies from 50 top retail companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ue-retail-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/ue-retail-report\/","menu_order":24,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/ue-retail-report\/"},{"ID":11327,"post_author":"41","post_date":"2020-11-03 02:17:36","post_date_gmt":"2020-11-03 10:17:36","post_content":"Inside this report, we've examined the engagement strategies of 50 major U.S. retailers by taking a first-hand look at nearly 700 marketing communications across email, mobile and web.<\/p>\r\nDownload this report to gain valuable insights:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">How industry leading retailers message consumers throughout the customer lifecycle<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Innovative ways brands are powering purchases through digital experiences<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">An inside look at the campaigns and strategies behind Black Friday & Cyber Monday<\/span><\/li>\r\n<\/ul>\r\n<img class=\"alignnone size-full wp-image-6038\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/retail-report-4-pages.jpg\" alt=\"\" width=\"500\" height=\"750\" \/><\/p>","post_title":"2019 All Things Retail Report - Industry Dive","post_excerpt":"Cross-channel engagement strategies from 50 top retail companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ue-retail-report-ind-dive","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/ue-retail-report-ind-dive\/","menu_order":25,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/ue-retail-report-ind-dive\/"},{"ID":11329,"post_author":"41","post_date":"2020-11-03 02:15:39","post_date_gmt":"2020-11-03 10:15:39","post_content":"Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li>Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li>Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Travel Engagement Report","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travel-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/travel-report\/","menu_order":26,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/travel-report\/"},{"ID":11330,"post_author":"41","post_date":"2020-11-03 02:14:40","post_date_gmt":"2020-11-03 10:14:40","post_content":"Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li>Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li>Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Travel Engagement Report","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travelreport","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/travelreport\/","menu_order":27,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/travelreport\/"},{"ID":11331,"post_author":"41","post_date":"2020-11-03 02:13:41","post_date_gmt":"2020-11-03 10:13:41","post_content":"Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Engagement Report: Top Travel Companies","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travel-report-2","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/travel-report-2\/","menu_order":28,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/travel-report-2\/"},{"ID":11332,"post_author":"41","post_date":"2020-11-03 02:11:43","post_date_gmt":"2020-11-03 10:11:43","post_content":"With the rise of consumer demands for highly personalized products and services comes the necessity of creating a unified brand experience. Research shows that a cross-channel marketing strategy delivers 3X more effective campaigns and 23X higher rates of customer satisfaction.<\/p>\r\nIn Iterable\u2019s Cross-Channel Engagement Benchmark Report, we demonstrate that brands continue to prioritize email above mobile, web and direct mail messaging.<\/p>\r\nHere\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Key metrics on campaign strategies across the customer lifecycle<\/li>\r\n\t<li>Best practices to activate consumer attention and drive brand loyalty<\/li>\r\n\t<li>Expert commentary from our partners and customers<\/li>\r\n<\/ul>","post_title":"Cross Channel Benchmark Report","post_excerpt":"See if your cross-channel strategy stacks up to other global brands","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-benchmark-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/cross-channel-benchmark-report\/","menu_order":29,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-benchmark-report\/"},{"ID":11333,"post_author":"41","post_date":"2020-11-03 02:10:44","post_date_gmt":"2020-11-03 10:10:44","post_content":"If you\u2019re a brand looking looking for better engagement, all roads lead toward mobile. Consumers wielding smartphones are connected 24\/7 to the digital world and regularly interact with email and apps daily. The ways you communicate with them matter more than ever so we\u2019ve created a guide to help you master your mobile messaging.<\/p>\r\nHere\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Four steps to designing and implementing an effective mobile messaging strategy<\/li>\r\n\t<li>Best practices to jump-start mobile engagement with email<\/li>\r\n\t<li>Tips for creating personalized cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Cross-Channel Engagement for Mobile Marketing","post_excerpt":"Personalized 1:1 Messages Across: In-App, Push Notifications & SMS","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-engagement-for-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/cross-channel-engagement-for-mobile-marketing\/","menu_order":30,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-engagement-for-mobile-marketing\/"},{"ID":11335,"post_author":"41","post_date":"2020-11-03 02:09:46","post_date_gmt":"2020-11-03 10:09:46","post_content":"<div>\r\nWhether you\u2019re launching a new product or generating buzz for your next big event, you must promote and you must do it well. Seamless omni-channel promotion ensures that your customers are getting promotional messaging that drives conversions, and we\u2019ve identified 7 tips to supercharge your next campaign.<\/p>\r\nHere\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Immediately increase the value and impact of your promotional messaging<\/li>\r\n\t<li>Tips for maximizing engagement and conversion rates across your channels<\/li>\r\n\t<li>Examples of how some of today\u2019s top brands are using multi-channel promotion<\/li>\r\n<\/ul>\r\n<\/div>","post_title":"Boost the Success of Promotional Campaigns","post_excerpt":"7 Tips for Mastering Omni-Channel Relevance","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"7-tips-to-boost-the-success-of-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/7-tips-to-boost-the-success-of-promotional-campaigns\/","menu_order":31,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/7-tips-to-boost-the-success-of-promotional-campaigns\/"},{"ID":11336,"post_author":"41","post_date":"2020-11-03 02:07:48","post_date_gmt":"2020-11-03 10:07:48","post_content":"By partnering with Iterable, Curology eliminated its data silos and increased its treatment plan compliance by 14% by incentivizing its customers with highly relevant messages. Explore the case study to learn how the Curology team improved\u00a0customer engagement by 26%, increasing revenue by 10%.<\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Find out how Curology used the Iterable platform to send highly relevant messages to their customers<\/li>\r\n\t<li>See how Curology can now identify which members aren\u2019t engaging via SMS, and reach these individuals with targeted emails<\/li>\r\n\t<li>Their methodology for tracking email and site metrics to ensure relevance across all marketing channels<\/li>\r\n<\/ul>","post_title":"Iterable + Curology","post_excerpt":"See how Curology achieved 5X growth with Iterable","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-curology-case-study","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/iterable-curology-case-study\/","menu_order":32,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/iterable-curology-case-study\/"},{"ID":11337,"post_author":"41","post_date":"2020-11-03 02:06:49","post_date_gmt":"2020-11-03 10:06:49","post_content":"SeatGeek partners with Iterable to reach more customers through more channels and increases revenue 3X. Explore the case study to learn how the SeatGeek team was able to drive success across their marketing channels.<\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How SeatGeek drove 3X revenue from email and push<\/li>\r\n\t<li>The methodology behind SeatGeek achieving 50% increase of users reached by adding push<\/li>\r\n\t<li>See why Iterable became integral to SeatGeek's Omni-Channel marketing strategy<\/li>\r\n<\/ul>","post_title":"Iterable + SeatGeek","post_excerpt":"See how SeatGeek drove revenue with improved campaign performance","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-seatgeek-case-study","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:51","post_modified_gmt":"2021-02-24 18:45:51","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/iterable-seatgeek-case-study\/","menu_order":33,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/iterable-seatgeek-case-study\/"},{"ID":11339,"post_author":"41","post_date":"2020-11-03 02:04:52","post_date_gmt":"2020-11-03 10:04:52","post_content":"Using Iterable, Zillow revamped their entire email strategy. Zillow's email team now has the capability to reach their entire database with personalized and behavior-based messaging. Explore the case study to learn how the Zillow team was able to drive such an improvement in email performance.<\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How Zillow uses Iterable to send personalized content marketing messages<\/li>\r\n\t<li>The methodology behind Zillow achieving 161% lift in open rates & 18% lift in click-to-open rates<\/li>\r\n\t<li>The ways Zillow reaches millions of subscribers with personalized messaging with ease<\/li>\r\n<\/ul>","post_title":"Iterable + Zillow","post_excerpt":"See how Zillow improved email campaign performance with Iterable","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-zillow-case-study","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:51","post_modified_gmt":"2021-02-24 18:45:51","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/iterable-zillow-case-study\/","menu_order":34,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/iterable-zillow-case-study\/"},{"ID":11340,"post_author":"41","post_date":"2020-11-03 02:02:54","post_date_gmt":"2020-11-03 10:02:54","post_content":"A powerful growth marketing strategy involves selecting platforms to collect rich behavioral data and create better messaging for your multi-channel campaigns.<\/p>\r\nIn this guide, Iterable has partnered with Segment to assist your decision-making when developing your growth marketing stack.<\/p>\r\nHere\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to optimize your marketing campaigns across all channels<\/li>\r\n\t<li>How to leverage customer data to understand down-funnel behavior<\/li>\r\n\t<li>How Iterable and Segment\u2019s joint solution can meet your needs<\/li>\r\n<\/ul>","post_title":"Growth Marketing Guide to Multi-Channel Campaign","post_excerpt":"Optimize your marketing messaging with smarter metrics","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"optimize-marketing-messaging","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:51","post_modified_gmt":"2021-02-24 18:45:51","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/optimize-marketing-messaging\/","menu_order":35,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/optimize-marketing-messaging\/"},{"ID":11341,"post_author":"41","post_date":"2020-11-03 02:00:55","post_date_gmt":"2020-11-03 10:00:55","post_content":"E-commerce marketers are continuously searching for new paths to revenue. In our new guide\u00a0\u2013The Top 8 Tips for Driving Revenue with Omni-Channel Marketing\u00a0<\/em>\u2013\u00a0you\u2019ll discover fundamental tactics that leading companies are employing to boost sales and cultivate customer relationships by sending personalized messaging across multiple channels.<\/p>\r\nHere\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Tips for creating personalized content throughout the entire buyer journey<\/li>\r\n\t<li>Steps to provide your audiences with consistent, seamless omni-channel experiences<\/li>\r\n\t<li>Best practices for delivering welcome, re-engagement, and promotional campaigns across multiple channels<\/li>\r\n<\/ul>","post_title":"Driving Revenue with Personalization","post_excerpt":"8 tips for paving the revenue path with Omni-Channel Marketing\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"8-tips-driving-omni-channel-marketing","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:51","post_modified_gmt":"2021-02-24 18:45:51","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/8-tips-driving-omni-channel-marketing\/","menu_order":36,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/8-tips-driving-omni-channel-marketing\/"},{"ID":11342,"post_author":"41","post_date":"2020-11-03 01:59:57","post_date_gmt":"2020-11-03 09:59:57","post_content":"It\u2019s estimated that <a href=\"https:\/\/www.forbes.com\/sites\/joshbersin\/2017\/05\/26\/google-for-jobs-potential-to-disrupt-the-200-billion-recruiting-industry\/#4b31d5554d1f\">41 million<\/a> job seekers in the U.S. turn to sites like LinkedIn, CareerBuilder, and Hired to help them land their next dream job. The question becomes, how does your company differentiate itself?<\/p>\r\nThere\u2019s a massive advantage to be gained by simply improving your own brand of candidate experience. We\u2019ve created a guide that will help you assess your effectiveness when it comes to engaging your candidates and catering to their needs.<\/p>\r\nHere's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 3 principles to help build your omni-channel recruitment outreach<\/li>\r\n\t<li>Why your current candidate experience is leaving job hunters wanting more<\/li>\r\n\t<li>How to power recruiting experiences that create long-term loyalty<\/li>\r\n<\/ul>","post_title":"Growth Marketer's Guide to the Recruiting Industry","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth-marketing-guide-recruitment","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:52","post_modified_gmt":"2021-02-24 18:45:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/growth-marketing-guide-recruitment\/","menu_order":37,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/growth-marketing-guide-recruitment\/"},{"ID":11237,"post_author":"70","post_date":"2020-10-29 10:57:09","post_date_gmt":"2020-10-29 17:57:09","post_content":"The global coronavirus pandemic has significantly changed the way the retail industry solves complex business and communication problems, with an increasing dependence on digital technology.<\/p>\r\nBut while the pandemic has certainly accelerated the need to put the \"e\" before commerce, it isn't a new development. In fact, brick-and-mortar retailers have been fighting a fierce battle against e-commerce behemoths (cough cough, Amazon) for years.<\/p>\r\nAnd although many brands have become accustomed to digital acceleration, it doesn't necessarily mean they're adequately prepared for it. And that's what we're here to discuss\u2014how to connect with customers, even with limited budget and resources.<\/p>\r\nIn the first installment of our newest series, \u201cAsk an Iterator,\u201d we\u2019re asking <a href=\"https:\/\/www.linkedin.com\/in\/zachary-gholikely-52709643\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zack Gholikely<\/a>, our Head of Agency Partnerships, how companies big and small can stay competitive in the chaos.<\/p>\r\n<h3>Ask an Iterator: Zack Gholikely<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-11259\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Zack-Gholikely.jpeg\" alt=\"Zack Gholikely headshot\" width=\"299\" height=\"299\" \/><\/h4>\r\n<h4>Why are you the right person to talk about connecting with customers?<\/h4>\r\nI entered the marketing technology space in 2012 during the \u201c<a href=\"https:\/\/www.journals.uchicago.edu\/doi\/pdfplus\/10.1086\/674019\" target=\"_blank\" rel=\"noopener noreferrer\">big data revolution<\/a>.\u201d At that time, media and martech were full of reports and projections on how big data was going to transform, business, government, marketing, and the economy. It was exciting, but it was generating heavy economic uncertainty.<\/p>\r\nOf course, 2012 was nowhere close to the chaos of 2020 (pandemic, social unrest, elections). But it was the onset of big data, and the development of economy-undermining predictive models. It was a digital transformation married to economic and political uncertainty, reminiscent of what is happening today.<\/p>\r\nToday, COVID-19 is expediting the proliferation of the technology landscape. More customers and businesses are online and digitally-enabled now than ever before. It's 2012 times 100. And it's gotten me thinking creatively about how companies can connect with customers, starting with embracing the digital landscape.<\/p>\r\n<h4>How should businesses connect with customers, without a high initial investment of time and money?<\/h4>\r\nI would say start with a mindset shift and focus on establishing trust and following your businesses' heart. It's what we tell our small and medium-sized business (SMB) customers to start with. And SMBs need to play a different game than larger brands who can, in a pinch, fall back on scale and delivery speed.<\/p>\r\nPut simply, brands that are behind the curve in the digital transformation journey should lean on their winning traits as they reimagine their business and marketing model. For many, this is establishing trust, developing connections, and diversifying their customer experience.<\/p>\r\nOf course, building trust is not a one-and-done or simple task. But that doesn't mean it's expensive. There are economical ways of doing it. Small things\u2014like collecting reviews, sending out surveys, website management, and message customization\u2014are all things you should be doing right now to build trust with customers.<\/p>\r\nYou need to show your customer that you are taking their feedback and acting upon it. And you need to be <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalizing their experience.<\/a> A modern technology stack can help make this trust-building exercise relatively easy and inexpensive.<\/p>\r\n<h4>Can you give us an example?<\/h4>\r\n<a href=\"https:\/\/iterable.com\/solutions\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Take email, as an example<\/a>. It's a tried-and-true mechanism for messaging if you know how to wield it (and, again it's inexpensive). I'd recommend you focus on capturing customer data through kinetic email design.<\/p>\r\nWith a kinetic email design, you remove the chicken and egg scenario of the customer interaction. By that I mean, we need more data on our customers to get them back to the site and to personalize their messaging, but how can we collect this data? What do we do?<\/p>\r\nThe kinetic design in an email allows you to essentially put a website inside of your user\u2019s inbox. You will be able to get a ton of data back without getting them to come to your site. And, because a kinetic email looks incredible, they will probably come back to your site anyway!<\/p>\r\n\r\n[caption id=\"attachment_11272\" align=\"alignnone\" width=\"667\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/introducing-google-pixel-buds\"><img class=\"wp-image-11272\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/introducing-google-pixel-buds.png\" alt=\"Google Pixel Buds Email\" width=\"667\" height=\"3617\" \/><\/a> Google delivers a kinetic \"Pixel Buds\" email that really wows: The product image changes colors per your selection, and the \"Add to Cart\" button reveals a working quantity selection that calculates your total cost in real time. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/introducing-google-pixel-buds\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nOnce you have optimized the <a href=\"https:\/\/iterable.com\/blog\/ready-restart-email-marketing-operations\/\" target=\"_blank\" rel=\"noopener noreferrer\">email channel<\/a> and collected subscriber data, you can identify what your customers value.\u00a0 This will inform your digital transformation, e-commerce site design, and cross-channel strategy.<\/p>\r\n<h4>What should SMBs focus on?<\/h4>\r\nFor SMBs, it's important to recognize an implicit strength\u2014the \"small\" part of SMB: Locality. <a href=\"https:\/\/www.news-journalonline.com\/story\/business\/2020\/10\/25\/covid-volusia-flagler-shop-local\/5990419002\/\" target=\"_blank\" rel=\"noopener noreferrer\">It's where customers will shop this season<\/a>.<\/p>\r\nGiven a choice between a local store and a major chain, consumers know what they are going to experience at each location: At a chain, they will have the convenience of knowing they will find their product at an affordable cost, but what is lacking in these big-box engagements is personality<\/em>.<\/p>\r\nAnd it's that personal connection, where memory is attributed to a brand, that relates to today\u2019s consumer! Leverage your locality to connect with customers.<\/p>\r\n<h4>What about mid-market to enterprise brands? What can they do to connect with customers?<\/h4>\r\nIf you are an enterprise brand, and you haven\u2019t started the process of digital transformation, do that right now. Get out of your vendor-locked cloud contracts and start to get some best-in-class solutions. It's quick and painless with the right team and product helping you make the transition.<\/p>\r\nLike I said before, you might have the scale and delivery speed on lock from a logistical perspective. But unless you have a modern tech stack, the most sophisticated brand strategies\u2014to personalize and connect with customers\u2014can not be achieved.\u00a0<\/p>\r\nTake, for instance, digital communication. Every customer expects real-time communication throughout their entire journey with a brand. Delivering instant communication is a prerequisite to connecting with customers. But legacy marketing automation provides simply can't deliver on this expectation, due to FTP and building segments through SQL. And without the ability to reach customers in real-time, meaningful connections will not be made.<\/p>\r\nBrands of any size, but especially mid-market and enterprise brands, can't forget that humans with real feelings and emotions are on the receiving end of every marketing message. That is especially relevant and important now when <a href=\"https:\/\/iterable.com\/blog\/celebration-scarcity-joy-socially-distanced-world\/\" target=\"_blank\" rel=\"noopener noreferrer\">consumer confidence (and holiday spirits) are low.<\/a> \r\n \r\nSometimes you need to ask how the customer is doing and provide emotional support or an opportunity for a friendship. The brands that don\u2019t strive for sale will be the ones that succeed. Big or small.<\/p>\r\n\r\n[caption id=\"attachment_11246\" align=\"alignnone\" width=\"436\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/-surprise-a-special-zk-reward-for-you\"><img class=\"wp-image-11246 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Zoes-kitchwn-436x1024.png\" alt=\"Connecting with customers: A sweet surprise from Zoe's Kitchen\" width=\"436\" height=\"1024\" \/><\/a> A sweet surprise for customers is a great way to show your appreciation. BRB while we sign up for their loyalty program. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/-surprise-a-special-zk-reward-for-you\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>What is your advice for all companies, regardless of size, to connect with customers?<\/h4>\r\nThere are no generic formulas or \u201cbest practices\" I can share. Each brand has a unique digital journey. In fact, I am of the firm belief that following an overriding \"best practice\" will just turn you into your competitor. Which you NEVER want.<\/p>\r\nMy lasting advice is to stay true to your brand's voice and your brand\u2019s heart. We will never go back to a world where your company\u2019s values don\u2019t matter. Your company's value is worth more than your product. Don't dilute it, and make your business's soul a part of your e-commerce marketing strategy.<\/p>\r\n<h4>So what next?<\/h4>\r\nNo matter the size of your business, or where you are on your digital journey, you can connect with customers\u2014quickly and without a high initial investment, if you know what you need. It may be helpful to level-set how <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">mature your marketing is<\/a> currently before you make a plan.<\/p>\r\nWe know that this world is scary right now, but we want your brand to not only survive\u2014but thrive. <\/em>And connecting with customers where they are, with exactly what they want to see, is the way to do it.<\/p>\r\nOf course, mindset is everything. As you take the next step in your personalization and e-commerce enablement journey, repeat the following affirmations:<\/p>\r\n<blockquote>I am doing fantastic work.<\/em><\/blockquote>\r\n<blockquote>I will not stray too far from who I am, or my mission. Staying true to my mission is my value proposition. Consistency will be my legacy.<\/em><\/blockquote>\r\n<blockquote>First-party and zero-party data are king; build connections by establishing trust.<\/em><\/blockquote>\r\n<blockquote>I will prioritize my customers by listening to them and acting on what I hear.<\/em><\/blockquote>\r\n<h3>Connecting With Customers: Just Be Human<\/h3>\r\nHumanity. We\u2019re really big on this concept at Iterable. We\u2019re in the people business, and our mission is to connect people with products that bring them joy. Which is why we\u2019re bringing our people (who also bring us a ton of joy!) straight to you in our \"Ask an Iterator\" series.<\/p>\r\nIf you have a question you'd like our Iterators to answer, <a href=\"http:\/\/twitter.com\/Iterable\">DM Iterable on Twitter<\/a>. You may find yourself in our next feature! To stay up-to-date on new \"Ask an Iterator\" posts, <a href=\"https:\/\/iterable.com\/newsletter-registration\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up for our biweekly blog newsletter<\/a>.<\/p>\r\nAnd if your brand is on the path to getting your martech in order, we can help. We will work with your team to recapture relevance and personalize your marketing\u2014the right and responsible way. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Reach out today<\/a> to learn more.<\/p>","post_title":"Ask an Iterator: Zack Gholikely on Connecting With Customers","post_excerpt":"How can businesses connect with customers without a high initial investment of time and money? We ask our Head of Agency Partnerships, Zack Gholikely.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"zack-gholikely-connecting-with-customers","to_ping":"","pinged":"","post_modified":"2020-10-29 11:43:08","post_modified_gmt":"2020-10-29 18:43:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11237","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/zack-gholikely-connecting-with-customers\/"},{"ID":11220,"post_author":"35","post_date":"2020-10-28 09:05:11","post_date_gmt":"2020-10-28 16:05:11","post_content":"In retail and e-commerce, promotions can often feel like you\u2019re being rushed. \u201cNo time to waste!\u201d they yell. \u201cDon\u2019t miss out on these hot deals,\u201d they plead. Depending on your buying habits, it can turn into a cacophony of percentages and proclamations.<\/p>\r\nIt\u2019s a bad rap. And one that\u2014since we\u2019re all friends here\u2014has a kernel of truth to it. Go ahead and look at the inbox you deemed worthy of receiving promotions. We\u2019ll wait.<\/p>\r\nMuch to our relief though, that kernel of truth is shrinking to a degree. Brands are increasingly focusing on providing value at the personal level, which means relevancy is paramount.<\/p>\r\nIt\u2019s less about strict selling and more about lifestyle improvement. The modern marketer faces an interesting creative challenge of finding ways to marry the \u201ctraditional\u201d promotions with various other business offerings and make sure the messages resonate with each individual.<\/p>\r\nWe\u2019ve found three trends happening today that demonstrate how brands are taking the consumer\u2019s time, preferences, and inbox into account. But first, what goes into building a solid promotional campaign?<\/p>\r\nIn this short video, you\u2019ll find the \"who, what, where, when, why, and how\u2019s\" you have to consider each time you venture into sending a new promotional campaign.<\/p>\r\n[embed]https:\/\/www.youtube.com\/embed\/6ktdwhw4SWI[\/embed]<\/p>\r\nGlad you\u2019re back! Now that you understand where to start with your promotions, let\u2019s dive right into the trends.<\/p>\r\n<h3>Don\u2019t Miss Out! 3 Must-Have Promotional Campaign Trends<\/h3>\r\n<h4>1. Consistency Is Key<\/h4>\r\nYes, it\u2019s important to maintain a consistent frequency in your promotions, but this is not what we\u2019re referring to here. The modern customer experience is about simplicity and personalization.<\/p>\r\nMarketers are coming up against numerous devices, countless distractions, and, after all that, competitors vying for the same attention. You can break through the noise by building connections that make the process easier for consumers.<\/p>\r\nA quick connection we\u2019ve seen is to bring the buying process into the promotional campaign.<\/p>\r\nWe\u2019ve seen brands adopt this strategy in the last few years by designing their promotional emails to mimic the browsing and buying experience that comes from a desktop or mobile web browsing session.<\/p>\r\nCosmetics leader <a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sephora<\/a> combined personalization with product browsing in this message to us. In doing so, we\u2014as the consumer\u2014see items we had browsed laid out exactly as they would be as if we were in the midst of shopping. The layout drives a connection between reading the email and the experience of shopping.<\/p>\r\n\r\n[caption id=\"attachment_11221\" align=\"alignnone\" width=\"779\"]<a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11221 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.12.48-PM-779x1024.png\" alt=\"Promotional Campaign Trends: Sephora email\" width=\"779\" height=\"1024\" \/><\/a> Yes, we had previously browsed for Bum Bum Cream. Why do you ask? Source: <a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sephora<\/a><\/em>[\/caption]\r\n\r\nMarketing is about feeling. If you are able to replicate that feeling of online shopping by just sending an email, that\u2019s a great start in prompting a new shopping session. Better yet, modern tools like <a href=\"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">AMP for Email<\/a> can help you actually bring the purchasing experience into the email as well.<\/p>\r\n<h4>2. Lots to Cover, So Little Time<\/h4>\r\nRetailers and e-commerce companies often have many products across a wide range of categories.<\/p>\r\nHome decor provider <a href=\"https:\/\/www.allmodern.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">AllModern<\/a>, for example, sells furniture, rugs, and lighting as its top categories. Then<\/em> within each of these categories, there are different product lines. Take a look at this email to see just how many lighting product lines they offer.<\/p>\r\n\r\n[caption id=\"attachment_11222\" align=\"alignnone\" width=\"693\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/lighting-sale\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11222 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.19.38-PM-693x1024.png\" alt=\"Promotional Campaign Categories: AllModern email\" width=\"693\" height=\"1024\" \/><\/a> The best way to have the most well-lit room possible. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/lighting-sale\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nMore and more brands are sending emails that look similar to this as it\u2019s a brilliant opportunity to hone in on user preferences. This email engagement can fill out user profiles with valuable information to help tailor future promotions to an individual\u2019s preferences.<\/p>\r\nWhile this trend is not as outwardly flashy, it is the type of trend that marketers need in their toolkit to shorten the time to hyper-personalization and accurate <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation<\/a>.<\/p>\r\n<h4>3. More Than Products<\/h4>\r\nThere\u2019s so much more than just good products that make a brand these days\u2014though good products sure do help. Beauty brands have budding YouTube channels with tips and tricks, and brands like Nike and Adidas have gone beyond athletic wear to also provide workout apps where consumers can put their clothes into action.<\/p>\r\nEfforts like these go beyond the product and turn the brand into a lifestyle expert and ecosystem. Great promotional campaigns bring these aspects of a brand\u2019s offerings to the forefront.<\/p>\r\nWe have seen increasingly more promotions that incorporate content assets to help drive home the idea that these brands are experts in their fields. Take this email from mattress provider <a href=\"https:\/\/casper.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Casper<\/a>. They promoted a list of 70+ sleep statistics and trends.<\/p>\r\n\r\n[caption id=\"attachment_11223\" align=\"alignnone\" width=\"480\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-much-do-you-know-about-sleep\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11223 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.37.19-PM-480x1024.png\" alt=\"Promotional Campaign Content: Casper email\" width=\"480\" height=\"1024\" \/><\/a> Casper is helping turn you into a sleep expert too! Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-much-do-you-know-about-sleep\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nIt\u2019s a trend towards highlighting value outside the product itself. It shows the brand has done its homework and become a subject matter expert\u2014a go-to source when you have questions.<\/p>\r\nPromotions such as these bring up a point often missed: Your promotions don\u2019t always have to be about immediate conversions and transactions. A deeper relationship with users comes from adding value in a way that shows the mission that drives your business\u2014like Casper\u2019s goal to give you a better sleep. Such a relationship then fosters longer-term loyalty and sustained conversions down the road.<\/p>\r\n<h3>Quick Wins to Level Up Your Promotions<\/h3>\r\nAs we\u2019ve said, there are many ways you can engage your audience with marketing communications, but regardless of how your business uses promotional campaigns, here are three quick wins you can start using today to level up your strategy.<\/p>\r\n<ol>\r\n\t<li>Be Open With Your Intent:<\/strong> No matter the \u201cwhy\u201d or \u201cwhat\u201d of your promotion, you have to be open with users about what it is you\u2019re promoting. Whether it\u2019s a new product or seasonal sale, it\u2019s important to help users identify the purpose of your promotion with ease. Show users you value their time by keeping the message short, simple, and sweet.<\/li>\r\n\t<li>Automate With Real-Time Dynamic Data:<\/strong> You likely won\u2019t send each consumer their favorite items on the first try...or even the second or third. But you can make the process of drilling into an individual\u2019s preferences by incorporating behavior as it happens through dynamic segmentation and content that updates in real time.<\/li>\r\n\t<li>Invest in Design:<\/strong> This one seems a little obvious. However, design can sometimes be overlooked for how important it truly is. Looks aren\u2019t everything, but they do matter, so when planning out your promotional campaigns, identify a design element that will create a through-line for users while maintaining an air of professionalism and visual appeal. Brand recognition is integral to increasing customer lifetime value and loyalty.<\/li>\r\n<\/ol>\r\n<h3>The Road Slightly Less Traveled<\/h3>\r\nPromotional campaigns are a tried-and-true marketing strategy. Everyone promotes their brand in some<\/em> way, but as these trends show, you don\u2019t have to send your promotions in the same<\/em> way.<\/p>\r\nYour brand has value and your relationship with your customers is wholly your own. Try incorporating these trends into your promotional strategies and see how your users react. Consumers love a good discount, but they just might also enjoy seeing something a bit different from the daily deals.\u00a0<\/p>\r\nLearn all about promotional campaigns\u2014and a lot more\u2014in our guide to giving your marketing a red carpet-worthy makeover. Download the guide today!<\/em><\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"Hurry! These 3 Promotional Campaign Trends Are Hot!","post_excerpt":"We\u2019ve found 3 popular promotional campaign trends that demonstrate how brands are taking the consumer\u2019s time, preferences, and inbox into account.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-hot-promotional-campaign-trends","to_ping":"","pinged":"","post_modified":"2020-10-28 09:05:11","post_modified_gmt":"2020-10-28 16:05:11","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11220","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-hot-promotional-campaign-trends\/"},{"ID":11199,"post_author":"35","post_date":"2020-10-22 10:23:07","post_date_gmt":"2020-10-22 17:23:07","post_content":"To paraphrase <a href=\"https:\/\/www.irishtimes.com\/culture\/books\/ten-great-opening-lines-in-literature-1.1732305\" target=\"_blank\" rel=\"noopener noreferrer\">Tolstoy<\/a>, \"Not all consumers are marketers, but all marketers are consumers.\" Every once in a while, in creating marketing content, campaigns, and strategies, we can lose sight of what's really the deciding factor in terms of marketing success: the customer experience.\u00a0<\/p>\r\nMarketers create the customer journey that fits their brand. We look at our competitors to see what they're doing. We look at data and glean insights from this numerical story. It's smart. It's good strategy. And it can be a little too hyper-focused.\u00a0<\/p>\r\nOur newest series, the Customer Experience Analysis, gives you a look at the journey from a different perspective, but one that is all too familiar to us: the consumer perspective.\u00a0<\/p>\r\nMuch like our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a>, we put ourselves in the position of an engaged consumer finding a brand for the first time. We completed various actions over the course of three weeks (created an account, browsed items, favorited items, abandoned carts) to trigger messaging. The results are at the bottom of this post, free and ungated for your viewing pleasure.\u00a0<\/p>\r\n<h3>The Customer Experience From the Customer Perspective<\/h3>\r\nIn the graphic linked below, we have outlined the experience with UK-based online retailer <a href=\"https:\/\/www.asos.com\/us\/women\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS<\/a>, identified strengths and opportunities, and provided a few takeaways that you can start implementing into your strategies today.\u00a0<\/p>\r\nAll told, the breakdown of messages from ASOS over the research period was as follows:<\/p>\r\n<ul>\r\n\t<li>27 total marketing messages<\/li>\r\n\t<li>14 emails (12 promotions, 1 welcome email, 1 cart abandonment email)<\/li>\r\n\t<li>13 mobile messages (11 push notifications, 2 in-app messages)<\/li>\r\n<\/ul>\r\nWhether you're in e-commerce or retail or neither, the takeaways from our analysis of the ASOS experience relate to most marketing strategies. For example, incorporating browsing behavior into promotions or even browse abandonment campaigns personalizes the experience and promotes customer loyalty in the long term. By integrating this data into campaigns, you open the door for relevant content, which can be a key differentiator as 72% of consumers\u00a0only<\/em> engage with marketing that is <a href=\"https:\/\/smarterhq.com\/privacy-report\" target=\"_blank\" rel=\"noopener noreferrer\">personalized to their preferences<\/a>.<\/p>\r\nWith that said, these analyses are not a comprehensive<\/em> look at a brand's journey. We've included enough actions in 3 weeks that we can get a good look at a majority of the journey, but there are aspects that we have not covered. For example, ASOS sends restocking messages when favorited or abandoned items have been restocked. In our research we happened to not select items that were out of stock, so these messages did not come through.\u00a0<\/p>\r\nBy shifting the perspective to that of the consumer, we hope this series helps spark ideas to bring your customers an even better experience.\u00a0<\/p>\r\n<a href=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Customer-Experience-Analysis_ASOS-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-large wp-image-11205\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Customer-Experience-Analysis_ASOS_CTA-Banner.png\" alt=\"\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"A Closer Look at the Customer Experience: ASOS","post_excerpt":"Our newest series, the Customer Experience Analysis, gives you look at the journey from a different perspective: the consumer perspective.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-experience-asos","to_ping":"","pinged":"","post_modified":"2020-10-22 14:27:06","post_modified_gmt":"2020-10-22 21:27:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11199","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/customer-experience-asos\/"},{"ID":11195,"post_author":"74","post_date":"2020-10-21 11:39:31","post_date_gmt":"2020-10-21 18:39:31","post_content":"Are you planning ahead for next year but not sure where to begin?<\/p>\r\n \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 \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\nDuring 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>","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":"2020-11-17 13:09:03","post_modified_gmt":"2020-11-17 21:09:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&p=11195","menu_order":9,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["webinar","popular-download"],"term_names":["Webinar","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/planning-ahead-marketing-predictions-for-2021\/"},{"ID":11187,"post_author":"7","post_date":"2020-10-21 09:20:53","post_date_gmt":"2020-10-21 16:20:53","post_content":"November is nearly here\u2014the month when the holiday marketing machine swings into full gear, thanks to Black Friday, Cyber Monday and Thanksgiving in the U.S. But one holiday often gets either overlooked or given only cursory treatment\u2014Veterans Day on Nov. 11.<\/p>\r\nAlthough Veterans Day isn't one of the <a href=\"https:\/\/nrf.com\/insights\/retail-holiday-and-seasonal-trends\" target=\"_blank\" rel=\"noopener noreferrer\">National Retail Federation's top 10 shopping holidays<\/a>, here\u2019s why it could earn a place in your holiday messaging lineup:<\/p>\r\n<ul>\r\n\t<li>It gives your customers' inboxes a break from the \"All Black Friday all the time\" messaging that characterizes so many promotional email campaigns in November. You can choose to tie it to a promotion or send a simple and heartfelt message.<\/li>\r\n\t<li>Veterans Day is a timely way to honor the <a href=\"https:\/\/www.usatoday.com\/story\/money\/2020\/02\/04\/states-with-the-most-veterans\/41040299\/\" target=\"_blank\" rel=\"noopener noreferrer\">approximately 18 million U.S. veterans<\/a> who make up 7.1% of the population. The U.K. has <a href=\"https:\/\/www.gov.uk\/government\/publications\/veterans-factsheet-2020\" target=\"_blank\" rel=\"noopener noreferrer\">2.4 million veterans<\/a>, who make up 5% of the population over age 16.<\/li>\r\n\t<li>It's also a natural fit if your brand supports veterans-related charities, such as the Wounded Warriors Project or general charities that count veterans among the populations they serve, such as housing or recovery services.<\/li>\r\n<\/ul>\r\n<h3>Veterans Day Background and Strategy<\/h3>\r\nThe meaning of Veterans Day has changed over the years. It began as <a href=\"https:\/\/en.wikipedia.org\/wiki\/Armistice_Day\" target=\"_blank\" rel=\"noopener noreferrer\">Armistice Day<\/a>, recognizing Nov. 11, the day the Allies and Germany signed a treaty in France to end World War I.<\/p>\r\nAfter World War II, many governments broadened the focus. The U.S. changed the name to Veterans Day, and Armistice Day became Remembrance Day in British Commonwealth countries like the U.K., Canada and Australia. In France, it remains \"L'armistice de la Premi\u00e8re Guerre Mondiale<\/em>.\"<\/p>\r\nBut the day continues to be celebrated on Nov. 11. The observation of Veterans Day had been moved to the fourth Monday of October in 1971 as part of the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Uniform_Monday_Holiday_Act\" target=\"_blank\" rel=\"noopener noreferrer\">Uniform Monday Holiday Act<\/a>, which moved several U.S. federal holidays to Mondays to create three-day weekends. But, in 1978, Nov. 11 was restored as the observation day.<\/p>\r\nWhatever you call it, the holiday's primary purpose is to honor the nation's living military veterans. That's an important distinction. <a href=\"https:\/\/iterable.com\/blog\/4-ways-memorial-day-email-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">Memorial Day<\/a> usually gets treated as the all-purpose military-related holiday, but that holiday is intended to honor only those who died in active service.\u00a0<\/p>\r\nIf you want to send a \"Thank you for your service\" email, Veterans Day is the right time to do it.\u00a0<\/p>\r\n<h3>Five Email Campaigns that Enlist Support for Veterans\u00a0<\/h3>\r\n<h4>1. Make it meaningful<\/h4>\r\nMany brands stick to a generic \"Veterans Day Sale\" theme, but why not take a little extra time to come up with an email that says \"Thank you\" more effectively? You don't have to write an essay. Rather, a headline and a heartfelt paragraph might be all you need to express your thoughts.<\/p>\r\nIf your offer is for your physical locations, be sure your email content explains clearly who qualifies for your Veterans Day promotion, as this email from The Honey Baked Ham Company shows.<\/p>\r\n\r\n[caption id=\"attachment_11188\" align=\"alignnone\" width=\"444\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/529fa104-096c-f196-f676-e8b423b3805c\"><img class=\"wp-image-11188 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-1-Honey-Baked-Ham.png\" alt=\"The Honey Baked Ham Company Veterans Day promotion\" width=\"444\" height=\"1296\" \/><\/a> The Honey Baked Ham Company uses traditional imagery to promote a Veterans Day special. <a href=\"https:\/\/www.mailcharts.com\/emails\/529fa104-096c-f196-f676-e8b423b3805c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\nSome brands restrict their offers to active-duty personnel, while others include any veteran who can show proof of service, such as a Veterans Administration or Disabled American Veterans card, discharge papers, base access permit or other government-issued documentation.<\/p>\r\nThis Timberland email takes a slightly different approach. The message doesn't feature the patriotic themes or red-white-and-blue colorways of other Veterans Day emails in this collection, but its \"Thank You\" message is prominent in the middle body of the message. It also is explicit about the terms and conditions of its offer\u2014the discount, the eligible locations, sale days and required ID.<\/p>\r\n\r\n[caption id=\"attachment_11192\" align=\"alignnone\" width=\"438\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/5e0839c9-8579-64f6-d1a2-7c2d27288155\"><img class=\"wp-image-11192 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-2-Timberland.png\" alt=\"Timberland Veterans Day Sale\" width=\"438\" height=\"1296\" \/><\/a> This Timberland email combines a simple \"Thank you\" message with clear rules about how to take advantage of the special discount. <a href=\"https:\/\/www.mailcharts.com\/emails\/5e0839c9-8579-64f6-d1a2-7c2d27288155\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\nOffering special promotions to veterans is another popular way of recognizing your veteran customers. If your brand regularly offers discounts or other benefits for veterans, the next tip gives you an authentic and on-brand way to publicize your program.<\/p>\r\n<h4>2. Tell a story<\/h4>\r\nThis approach is appropriate for brands that invest in veterans' programs year-round, either by supporting veterans' charities, giving preference to veterans when hiring or other means of contributing. Be specific in explaining what you do\u2014better yet, use your email to highlight some of the people who have benefited from your efforts.<\/p>\r\nThat's what this Veterans Day email from Mizzen + Main is all about. The men's clothing brand tells a straightforward story of one of the veterans its support has helped. Video brings this veteran's story to life, and the brief backstory provides key details. Although the message promotes the brand's support, the focus is on the story, with a muted approach to promotions.<\/p>\r\n\r\n[caption id=\"attachment_11191\" align=\"alignnone\" width=\"422\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/cc36994f-943b-dddd-8fe6-dbdb681f5c3c\"><img class=\"wp-image-11191 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-3-MizzenMain.png\" alt=\"Mizzen + Main: Meet Donovan Hollis\" width=\"422\" height=\"1296\" \/><\/a> Mizzen + Main uses its Veterans Day email to focus on a veteran it sponsors for a local physical rehab service. <a href=\"https:\/\/www.mailcharts.com\/emails\/cc36994f-943b-dddd-8fe6-dbdb681f5c3c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\nDeath Wish Coffee, based in Saratoga Springs, N.Y., uses its email platform to support a local veterans' service agency with a unique fundraiser: selling a custom-designed mug commemorating the Battle of Saratoga in the Revolutionary War.\u00a0<\/p>\r\nBesides giving customers a mini history lesson, the email hits the right authenticity notes for fundraising: It lists the goal, explains how much of the purchase price actually supports the effort, which group benefits and which population it serves.<\/p>\r\n\r\n[caption id=\"attachment_11190\" align=\"alignnone\" width=\"576\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/196b9690-9344-65b3-58cf-0ebd7cc88865\"><img class=\"wp-image-11190 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-4-Death-Wish-Coffee.png\" alt=\"Death Wish Coffee Email\" width=\"576\" height=\"1020\" \/><\/a> Authenticity is an important component for a compelling Veterans Day message, and this email delivers on its mission. <a href=\"https:\/\/www.mailcharts.com\/emails\/196b9690-9344-65b3-58cf-0ebd7cc88865\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Be diverse<\/h4>\r\nAbout 2 million of the 18 million U.S. veterans are women, but most of the images we found in searching email databases like MailCharts or Really Good Emails focuses on men. Look for images that reflect gender and racial diversity.\u00a0<\/p>\r\nUnder Armour's email promotes both its shoes and its UA Freedom program that funds several veterans' organizations. The man and woman pictured in the email might not be actual veterans or active-duty personnel, but their images and the email copy reflect this often-overlooked diversity.<\/p>\r\n\r\n[caption id=\"attachment_11189\" align=\"alignnone\" width=\"332\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/140e0707-c268-113d-630c-e9efbe0a5ce8\"><img class=\"wp-image-11189 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-5-Under-Armour.png\" alt=\"Under Armour Honoring Our Veterans\" width=\"332\" height=\"1296\" \/><\/a> The images in this Under Armour email reflect some of the diversity that makes up America's active-duty and veteran populations. <a href=\"https:\/\/www.mailcharts.com\/emails\/140e0707-c268-113d-630c-e9efbe0a5ce8\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>Wrapping Up: Keep It Real on Veterans Day<\/h3>\r\nEach of the emails in this collection takes a slightly different approach to recognize Veterans Day. Most include a promotion, although The Honey Baked Ham Company offers a straight freebie\u2014free sandwich and drink. Death Wish Coffee, Under Armour and Mizzen + Main soft-pedal promotions and devote their prime email real estate to their Veterans Day charitable efforts instead. Timberland adds a no-frills \"Thank you for your service\" message to a promotional email.<\/p>\r\nWhat do they all have in common? Each email stays true to its brand while still offering a meaningful Veterans Day message. Sincerity is important in Veterans Day messaging. If you don't believe your brand has a relevant message, it's better to skip the holiday than to send out a message your customers could perceive as offensive or missing the mark.<\/p>\r\nNot sure whether you're on the right path? Ask a vet! If no one on your payroll is a veteran, look for a parent, sibling, cousin, spouse or friend who served in a branch of the military. Vets are an excellent sounding board to make sure your message strikes the right tone.<\/p>\r\nWant to learn from the veterans at Iterable? <a href=\"https:\/\/www.crowdcast.io\/e\/expert-talks-iterable\/register\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the replay of our webinar<\/a> with Shift.org with three of our amazing team members: Jamie Toulze, Army veteran and Security, Trust and Privacy Manager; Kris Vallecer, Army veteran and Accounting Manager; and Nate Meir, Army veteran and IT Client Platform Engineer. In this panel, they share their expertise and experiences transitioning into their post-military careers.<\/em><\/p>","post_title":"5 Emails to Inspire a Memorable Veterans Day Campaign","post_excerpt":"November is nearly here: Is Veterans Day in your holiday messaging lineup? Here are five things to consider before thanking veterans for their service.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-memorable-veterans-day-campaign","to_ping":"","pinged":"","post_modified":"2020-10-21 11:26:11","post_modified_gmt":"2020-10-21 18:26:11","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11187","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-tips-memorable-veterans-day-campaign\/"},{"ID":11164,"post_author":"70","post_date":"2020-10-20 09:08:43","post_date_gmt":"2020-10-20 16:08:43","post_content":"Growth Marketing. You may think that it's one of those ever-present <a href=\"https:\/\/www.trustradius.com\/buyer-blog\/119-hated-business-buzzwords\" target=\"_blank\" rel=\"noopener noreferrer\">business buzzwords<\/a> we always hear.\u00a0 But unlike terms like \u201csynergy\u201d and \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-best-practices-love-poem\/\" target=\"_blank\" rel=\"noopener noreferrer\">best practice<\/a>,\u201d growth marketing holds real significance. As growth marketing gains relevance, it's important for marketers to understand <a href=\"https:\/\/iterable.com\/solutions\/growth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">what it means<\/a>, so they can deploy it.<\/p>\r\nSo what is growth marketing? It's the practice of <a href=\"https:\/\/iterable.com\/blog\/10-interpretations-growth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">leveraging data to foster engagement<\/a>, create meaningful relationships and increase customer lifetime value.<\/p>\r\nThe difficulty of growth marketing, as you can see, isn't in the definition. It's in the application. Creating meaningful relationships is hard to do between two humans, so how is a brand expected to achieve intimacy with even one customer, let alone millions of them?<\/p>\r\nIt's difficult, yes. But things that matter are hard. And your customers certainly matter.<\/p>\r\nBut building an effective growth marketing strategy is not impossible. Not even close.<\/p>\r\n<h3>5 Steps to Building an Effective Growth Marketing Strategy<\/h3>\r\nMeet <a href=\"https:\/\/www.linkedin.com\/in\/garin-hobbs-942b243\/\" target=\"_blank\" rel=\"noopener noreferrer\">Garin Hobbs<\/a>, resident expert on market insights at Iterable, and <a href=\"https:\/\/www.linkedin.com\/in\/samlarsen1\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sam Larsen<\/a>, director of growth at <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, focused on helping businesses innovate by improving the customer experience through data.<\/p>\r\nThey're experts in customer relationship building, and recently they <a href=\"https:\/\/mixpanel.com\/webinars\/building-better\/5-steps-to-an-effective-growth-marketing-strategy\/\">held a webinar<\/a> to share five tried-and-true steps to building an effective growth marketing strategy.<\/p>\r\n\r\n[caption id=\"attachment_11166\" align=\"alignnone\" width=\"709\"]<img class=\"wp-image-11166 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-3.22.05-PM.png\" alt=\"5 Steps to Creating an Effective Growth Marketing Strategy\" width=\"709\" height=\"181\" \/> Mixpanel and Iterable work together to walk you through the \"5 Steps to Creating an Effective Growth Marketing Strategy.\"<\/em>[\/caption]\r\n\r\n<h4>Step 1: Review Your Current Strategy<\/h4>\r\nWhile it's imperative to build your brand in your business's vision, it's much more important to visualize your business through your customers' eyes. In today's market, especially, few brands offer entirely unique products or services. It is when a marketplace is saturated with similar products that marketers should stop and think.<\/p>\r\nA few years ago, the question \"<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2019\/11\/12\/whats-more-important-value-or-price-and-how-to-project-value-to-customers\/#6baf08c41f87\" target=\"_blank\" rel=\"noopener noreferrer\">Why go to you versus your competition?<\/a>\" would elicit responses like, \"I'm cheaper than everyone else\" or \"We have a superior product.\" And those answers were adequate because customers frequently made purchasing decisions along those lines.<\/p>\r\nValue and competitive advantage are interrelated and essential elements in maximizing revenue and understanding your current strategy. A true competitive advantage is one that cannot be duplicated. Price and product features were once a competitive advantage, but this is no longer the case.<\/p>\r\n<h5>Create an Emotional Connection<\/h5>\r\nNow, the most effective way of differentiating your brand today is through emotional connection. <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\">Customers want to feel connected to a brand,<\/a> and this is communicated through narrative, identity and values.\u00a0 In other words, the most effective growth strategy to attract engaged audiences today is by delivering meaning and values-based experiences to customers.\u00a0<\/p>\r\nThis is more commonly known as the \u201c<a href=\"https:\/\/medium.com\/@_miguelferreira\/sell-a-good-nights-sleep-not-the-mattress-912effa3199c\">Sell a good night\u2019s sleep, not a mattress<\/a>\u201d phenomenon. Customers today have a saturated product market to choose from. With more choices, they can be selective. A customer who is dealing with insomnia will choose the mattress brand that promises them the end to sleepless nights. If sustainability, as a value proposition, is important to a customer, they will be drawn to a mattress that makes ethically sourced materials a priority. You get the idea.<\/p>\r\n<h5>Get Strategic<\/h5>\r\nNow let's talk strategy. The most effective way for a brand to deliver value\u2014and gain a competitive advantage over their competition\u2014is by<a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\"> putting their customers at the forefront of the campaign creation<\/a> process. Craft a customer-centric strategy, and your brand will resonate.<\/p>\r\n<h5>Here are a couple of questions to ask of your strategy:<\/strong><\/h5>\r\n<ol>\r\n\t<li>What type of relationship do we currently have with our customers?<\/li>\r\n\t<li>What type of relationship do our customers want and\/or expect?<\/li>\r\n\t<li>Do we know our customers at that level?<\/li>\r\n\t<li>Do we have the data to surface the insights?<\/li>\r\n\t<li>What\u2019s most important to each individual?<\/li>\r\n<\/ol>\r\nReview both the intent and the impact of your current strategy. Assess what is already resonating with customers. Mark what isn\u2019t. This review process will unveil what you need to shift in your strategy, so you can invest in a competitive, consumer-centric advantage.<\/p>\r\n<h4>Step 2: Identify New Cohorts<\/h4>\r\nNow that you have your customers at the forefront of your value proposition, you're probably starting to realize that you have many customers, and each of them is unique. This means that the value you communicate should be nuanced and altered to account for various customer preferences.<\/p>\r\nThe faster you know who your customers are, the quicker you can define your competitive advantage or value. <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">This is where customer cohorts, and segmentation, comes into play.<\/a><\/p>\r\nCohorts go beyond traditional demographic data points, like age or gender, to group similar customers based on rich user behavior insights. The cohorts that matter most will be unique to every business, but all brands can <a href=\"https:\/\/mixpanel.com\/content\/guide-to-product-analytics\/chapter_2\/#segmentation-product-analytics?utm_medium=blog&utm_source=iterable&utm_campaign=5-steps-effective-growth-strategy\">benefit from leveraging product analytics to group users<\/a> with similar behavior patterns.<\/p>\r\nWith clearly defined cohorts, it's much easier to understand important trends in customer behavior and more effectively adjust your growth marketing strategy.<\/p>\r\n<h5>Cohort Identification in Action<\/h5>\r\nSay, for example, you offer a meditation app and you\u2019ve defined a goal of increasing daily active users because it's tied to your business goals (e.g., retention) and customer value (e.g., frequent meditation provides the greatest mental health benefits for users).<\/p>\r\nBefore you send any marketing communications, you\u2019ll first want to understand the different groups of users and their level of app usage today.<\/p>\r\nIn this case, you may define two key cohorts: Novice and Expert. Your Novice cohort may be new users or those who require more hand-holding to make the most of the content and features available. Meanwhile, your Expert cohort may be long-term users who already meditate frequently. This group will benefit more from advanced tips and tricks for optimizing their habits.<\/p>\r\nThese cohorts are created based on an understanding of customer value and product usage trends, and they are unique to your business.<\/p>\r\n<h5>Define your Cohort<\/h5>\r\nIf you already have a product analytics solution like Mixpanel, you can define your cohorts in three steps:<\/p>\r\n<ol>\r\n\t<li>Hypothesize customer differences \u2013<\/strong>\u00a0 consider different groups, use cases or needs, and preferences for interacting with your brand<\/li>\r\n\t<li>Isolate core behavioral and outcome metrics \u2013 <\/strong>start splitting these out by your hypothesized groups using your product analytics tool<\/li>\r\n\t<li>Lock in your cohorts \u2013<\/strong> as you find important splits, save them as cohorts<\/li>\r\n<\/ol>\r\n\r\n[caption id=\"attachment_11174\" align=\"alignnone\" width=\"839\"]<img class=\"wp-image-11174 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-19-at-10.26.02-AM.png\" alt=\"Mixpanel Insights Report\" width=\"839\" height=\"744\" \/> Split out core outcome metrics by hypothesized groupings with Mixpanel\u2019s Insights Report to define cohorts.<\/em>[\/caption]\r\n\r\nRegardless of what tool you use, Sam and Garin have two big tips: First, take it slow and <a href=\"https:\/\/iterable.com\/blog\/3-common-pitfalls-of-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">avoid common pitfalls in segmentation<\/a>. Second, as with anything in marketing, remember that it's a process. Your cohorts can and should evolve over time as your marketing becomes more advanced, you learn more about customers, and your business evolves.<\/p>\r\n<h4>Step 3: Redraw the Lines of Segmentation<\/h4>\r\nYou\u2019ve ID\u2019d your cohorts and can now start thinking about how value aligns with your product or service. Before making any quick decisions, however, it\u2019s important to consider the current environment in your strategy. Ask first if there is anything happening currently that could influence the relevance of your product or service.<\/p>\r\nFactors, such as COVID-19, social unrest and financial turmoil, are especially important to recognize. Think: how does the product or service I am delivering improve the life of the customer or allow them to live their values?\u00a0<\/p>\r\nHere are some helpful questions to use as your guide when making your assessments.<\/p>\r\n\r\n[caption id=\"attachment_11168\" align=\"alignnone\" width=\"866\"]<img class=\"wp-image-11168 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.03.50-PM.png\" alt=\"Finding and creating the segments that really matter\" width=\"866\" height=\"460\" \/> Impress your audience by recognizing them for their unique interests, habits and preferences, and delivering personalized content that\u2019s designed to captivate them.<\/em>[\/caption]\r\n\r\nIf you don't have the answers to these questions, or don\u2019t have access to the customer data needed to power these segments, don't sweat it. Look to user profiles for easily accessible information, then ramp up your data collection with progressive profiling, customer polling, etc.<\/p>\r\nWhile you're waiting on that data, you can reference externally sourced data, like our <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Holiday Quick Poll<\/a>, which asked consumers what they care about this holiday shopping season.<\/p>\r\n<h4>Step 4: Execute and Individualize<\/h4>\r\nIf nothing else, the events of 2020 have shown us that customer dispositions can change quickly and frequently. Think, for instance, about how COVID-19 has financially impacted folks around the world, and some people have been affected more than others. Should you really go chasing someone who might have lost their job last week with endless abandoned cart emails?<\/p>\r\nThe answer is no, FYI.<\/i><\/p>\r\n<a href=\"https:\/\/adage.com\/article\/industry-insights\/3-keys-context-marketing\/2250221\" target=\"_blank\" rel=\"noopener noreferrer\">In everything, context is key.<\/a> And this is where empathy and being human comes into play (take that, robots!). Think about the consumer. Could we probably infer that <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing\" target=\"_blank\" rel=\"noopener noreferrer\">their priorities have shifted<\/a> during a global pandemic? Yes.<\/p>\r\n<h5>Data-Driven Individualization<\/h5>\r\nThe <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener noreferrer\">execution of this individualization<\/a> is also possible for the not-so empathetically inclined, by getting data-driven and technical with your perceptions.<\/p>\r\nFor instance, if you are seeing an uncharacteristic drop in conversions, or a rise in free app users, this might be an indication that some portion of your audience has been financially impacted by something going on.<\/p>\r\n<a href=\"https:\/\/iterable.com\/blog\/4-overlooked-ecommerce-segments\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segments<\/a> are a great start to personalization, but the ultimate goal is to take it one step further to a segment of one. This level of intimacy comes with creating context by personalizing everything you can, from copy\u00a0to send time.<\/p>\r\n\r\n[caption id=\"attachment_11170\" align=\"alignnone\" width=\"863\"]<img class=\"wp-image-11170 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.16.51-PM.png\" alt=\"Context is key to delivering a personal experience\" width=\"863\" height=\"451\" \/> Personalization is both an art and a science, and mastering each will deliver marketing that is contextualized.<\/em>[\/caption]\r\n\r\n<h4>Step 5: Test and Optimize<\/h4>\r\nRelevance is a moving target, so you need to consistently review your growth marketing strategy against campaign performance and analytical insights. Don\u2019t be afraid to adjust as you go.<\/p>\r\nA great way to develop an effective testing program is to visualize an A\/B test program structure.<\/p>\r\n\r\n[caption id=\"attachment_11171\" align=\"alignnone\" width=\"829\"]<img class=\"wp-image-11171 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.20.37-PM-e1602806257462.png\" alt=\"A\/B test program structure\" width=\"829\" height=\"250\" \/> A\/B testing injects a healthy dose of reality into your campaigns. It\u2019s all too easy for product designers, developers and marketers to fall in love with their own creations\u2014A\/B testing shows them what users really think.<\/em>[\/caption]\r\n\r\nHow on earth do you know whether the campaign or tactic is working, and how do you continue driving incremental growth? Test, iterate and <a href=\"https:\/\/iterable.com\/blog\/roadblocks-successful-ab-testing\/\">avoid common roadblocks<\/a> while you're at it.<\/p>\r\n<h3>Your Growth Marketing Gut Check<\/h3>\r\nB<\/span>efore you continue, it\u2019s important to make sure you level-set. Answer this question (mentally):<\/p>\r\n<blockquote>\r\n\"On a scale of 1 - 5, how confident are you in your ability to use your data to drive value for your customers and business?\"<\/em><\/p>\r\n<\/blockquote>\r\nWhen Garin and Sam asked this question of the audience, 70% of attendees selected 3 or less in their confidence level. So if you believe data is important to decision-making but struggle with how to use it effectively, you're not alone.<\/p>\r\nWherever you are on the data confidence scale, you\u2019ve come to the right place. Because it's the perfect time to conduct a growth marketing gut check.<\/p>\r\nThe whole team at Iterable is excited to introduce to you a valuable new tool: our<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Personalization Maturity Model<\/a>. By taking a quick quiz, you will be able to understand where you stand with regard to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">core pillars of personalization<\/a>, and your results will allow you to uplevel your growth marketing strategy for next year.<\/p>","post_title":"5 Steps to Building an Effective Growth Marketing Strategy","post_excerpt":"We recently held a webinar with Mixpanel to share five tried-and-true steps to building an effective growth marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-steps-building-effective-growth-marketing-strategy","to_ping":"","pinged":"","post_modified":"2020-10-20 09:56:25","post_modified_gmt":"2020-10-20 16:56:25","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11164","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-steps-building-effective-growth-marketing-strategy\/"},{"ID":10933,"post_author":"74","post_date":"2020-10-19 05:26:03","post_date_gmt":"2020-10-19 12:26:03","post_content":"The unknowns of this year\u2019s holiday shopping season are plenty. But while the pandemic has impacted consumer confidence and turned retail shopping upside down, we do know that consumers will be spending for the holidays\u2026 no matter what.<\/p>\r\nIn this discussion, we\u2019ll help you demystify how to engage with your customers with more relevant messaging across all channels.<\/p>\r\nJoin us and learn:<\/b><\/p>\r\n<ul>\r\n\t<li>Peak season trends and quick festive wins<\/li>\r\n\t<li>The importance of leveraging personalisation this season<\/li>\r\n\t<li>Top tips for your cross-channel marketing strategy.<\/li>\r\n<\/ul>","post_title":"Demystifying personalisation for the Holiday shopper wins","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"demystifying-personalisation-for-the-holiday-shopper-wins","to_ping":"","pinged":"","post_modified":"2020-10-19 05:26:03","post_modified_gmt":"2020-10-19 12:26:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&p=10933","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/demystifying-personalisation-for-the-holiday-shopper-wins\/"},{"ID":11151,"post_author":"35","post_date":"2020-10-15 09:07:08","post_date_gmt":"2020-10-15 16:07:08","post_content":"Marketers and fortune tellers have a lot in common. Stick with us for a second here. They both take bits of information about customers\u2014who they are, what products they like, what content they're consuming\u2014to guide them on a journey looking into their own future.<\/p>\r\nOk, maybe that\u2019s a bit of a stretch, but when marketers are in the lifecycle mapping process, there is an element of prediction based on a logical progression through events. Human nature is ever-changing, but it\u2019s not so spontaneous that marketers can\u2019t plan out lifecycle stages well in advance.<\/p>\r\nPredictions are not always fulfilled though. Sometimes, the customer makes a decision that goes against the prescribed lifecycle.<\/p>\r\nWhat then?<\/p>\r\n<h3>The Map vs. the Journey<\/h3>\r\nThe difference between the customer lifecycle map and the customer journey lies in the perspective. Customer lifecycle maps are set by marketing and sales teams to show the ideal path for customers to interact with the brand.<\/p>\r\nThe customer journey, on the other hand, comes from the customer\u2019s actions and interactions with the brand. Put another way, it\u2019s how your brand and products fit into the customer\u2019s life.<\/p>\r\nUnderstanding this important shift in perspective allows you to find the common ground to build the ideal customer experience.<\/p>\r\n\u201cBut how?!\u201d you scream into the void.<\/p>\r\n<h3>Charting the Path to Personalization<\/h3>\r\nBy now, you are likely familiar with the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core 4 pillars of personalization<\/a>:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\nIn September, we got you started on the path to personalization with the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a>. We also gave you a handy tool to test your personalization preparedness with our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>.<\/p>\r\nNow, we\u2019re excited to take the next step with an in-depth look at the next pillar: Lifecycle Mapping.<\/p>\r\n<h3>Introducing Our Lifecycle Mapping Personalization Playbook<\/h3>\r\nIn our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Lifecycle Mapping<\/a>, we set the stage by defining what exactly lifecycle mapping is and how you should begin approaching your lifecycle marketing strategies. From there, we highlight the four key steps you need to take to create the ideal customer journey for your brand.<\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> here, and keep reading for a sneak preview of what\u2019s in store!<\/p>\r\n<h4>The Four Steps to Creating a Customer Journey<\/h4>\r\nWhile marketers can certainly rely on tried-and-true customer research methods like personas or Jobs-to-Be-Done to create their customer map, another method you can use adapts <a href=\"https:\/\/www.amazon.com\/Building-StoryBrand-Clarify-Message-Customers\/dp\/0718033329\/ref=sr_1_2?dchild=1&keywords=building+a+brand+story&qid=1601584217&sr=8-2\" target=\"_blank\" rel=\"noopener noreferrer\">Donald Miller\u2019s framework<\/a> from his best-selling book, Building a StoryBrand<\/em>.<\/p>\r\nThe framework contains four steps, which include:\u00a0<\/p>\r\n<ol>\r\n\t<li>Define the character<\/li>\r\n\t<li>Search for the conflict<\/li>\r\n\t<li>Position your brand as the \u201cguide with a plan\u201d<\/li>\r\n\t<li>Call the customer to action<\/li>\r\n<\/ol>\r\nTo make it easy for you to follow along, we\u2019ll be using the persona of a 30-year-old female customer considering the purchase of a fitness subscription service from <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit, an Iterable customer<\/a>. Let\u2019s call her Alli.<\/p>\r\n<h4>Step 1: Define the Customer<\/h4>\r\nTo start the process of building a customer journey map, determine who it is that you\u2019re trying to reach.<\/p>\r\nWhile it\u2019s tempting to focus on <a href=\"https:\/\/iterable.com\/blog\/3-types-of-customer-segmentation-your-marketing-team-cant-ignore\/\" target=\"_blank\" rel=\"noopener noreferrer\">user segments like gender, lifecycle stage or the last time they visited your website<\/a>, now is the time to build out an individual customer profile, using exercises like <a href=\"https:\/\/thedigitalfellow.com\/persona-building-getting-into-your-buyers-minds\/\" target=\"_blank\" rel=\"noopener noreferrer\">persona building<\/a> or our <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">four steps to building your brand\u2019s perfect audience<\/a> to guide you through the process.<\/p>\r\nOnce you\u2019ve determined who that individual customer is, then you can use it to build a story around their current wants and desires, as it relates to your brand\u2019s products or services.<\/p>\r\nSo in the case of Alli, our 30-year-old female customer, she has no issue with paying for a boutique gym membership, as she likes the variety of group workouts they offer. However, she\u2019s been missing the routine of going to the gym and working out with others since the COVID-19 pandemic began.<\/p>\r\nWhat we described above is what author Donald Miller refers to as a story gap, which is an unanswered question or desire that a brand can fulfill for the individual customer. He states that story gaps are important because:<\/p>\r\n<blockquote>\r\n\u201cWhen we don\u2019t open a story gap in our customers\u2019 minds, they have no motivation to engage us because there is no question that demands resolution. Defining something our customer wants and featuring it in [your brand\u2019s] marketing materials will open a gap.\u201d<\/em><\/p>\r\n<\/blockquote>\r\nOf course, what your individual customer desires may be different from our example, but regardless of the different wants and needs of your customers, the goal is to shrink the story gap for a more defined path forward.<\/p>\r\nThis is just a sneak peek of what's in the<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0full playbook<\/a>. Download to learn the other 3 steps you need to take to integrate the customer journey with your brand's lifecycle map and see how Iterable customers have used these tactics to adapt to changing times.\u00a0<\/em><\/span><\/p>\r\n<h3>Lifecycle Mapping Brought to Life<\/h3>\r\nA customer's journey does not always run the gamut from user sign up all the way through the end of their time with your brand. Countless mini journeys occur throughout a customer's lifetime of interactions with your products and marketing. <\/span><\/p>\r\nIt's not as simple as moving from discovery and awareness to purchase. Sometimes users will start with the purchase! Customers find different ways to enter your lifecycle at various stages, so it's important to have a strategy and mini journey set up for every possibility.<\/p>\r\nIn this quick video, Iterable solutions consultant Katie Barends illustrates how to frame your thinking when mapping your lifecycle journey to account for these mini journeys and different entry points. Katie walks you through a framework to use when identifying these entry points and she demonstrates how to put this into action today with Iterable.<\/p>\r\n[embed]https:\/\/www.youtube.com\/embed\/6GJEFyM60cU[\/embed]<\/p>\r\nLifecycle mapping is integral to building long-term relationships with customers. By accounting for the various ways in which customers can interact with your brand, you are establishing a more personalized experience that caters to their needs, wants and preferences.<\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> to learn how to build a customer journey that engages and retains your audience for life.<\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11158 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_620x240_CTA.png\" alt=\"Read the Guide to Lifecycle Mapping\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Lifecycle Mapping: 4 Steps to Creating a Customer Journey","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"lifecycle-mapping-customer-journey","to_ping":"","pinged":"","post_modified":"2020-11-10 22:47:45","post_modified_gmt":"2020-11-11 06:47:45","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11151","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/"},{"ID":11141,"post_author":"7","post_date":"2020-10-14 09:23:19","post_date_gmt":"2020-10-14 16:23:19","post_content":"With travel restrictions and economic downturns, it's not a surprise that 63% of U.S. consumers surveyed report that the coronavirus pandemic has <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">negatively affected their attitudes<\/a> about holiday shopping.<\/p>\r\nSo how can retailers and brands make deeper connections with their customers and spread cheer during this turbulent holiday season?<\/p>\r\nWe recently <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 1,000 Americans<\/a> about how they're really feeling about their holiday shopping plans and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>The surge in e-commerce demand will continue beyond the pandemic.<\/li>\r\n\t<li>Emotional connections to a brand are increasingly important in a digital-first world.<\/li>\r\n\t<li>Consumers are willing to wait for sales, but when retailers message them is critical.<\/li>\r\n<\/ol>\r\nBut those findings are just the tip of the iceberg when it comes to consumer holiday shopping behavior.<\/p>\r\nCheck out our infographic below for even more key takeaways and statistics that can guide your seasonal strategy.<\/p>\r\nInside you'll learn:<\/p>\r\n<ul>\r\n\t<li>How the holidays will impact small and local businesses<\/li>\r\n\t<li>Why emotional connections can make or break sales<\/li>\r\n\t<li>When shoppers want to receive promotions before and after the holiday season<\/li>\r\n<\/ul>\r\nClick on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11147\" align=\"alignnone\" width=\"1200\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holiday-Retail_Infographic.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11147 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holiday-Retail_Infographic-1.png\" alt=\"2020 Holiday Season Infographic\" width=\"1200\" height=\"6640\" \/><\/a> Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Make Connections and Be Merry This Holiday Season<\/h3>\r\n2020 is unique, so it's time to rethink conventional holiday selling tactics.<\/p>\r\nGet started by <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">downloading our complete retail makeover guide<\/a> or <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">request a demo<\/a> to see what real customer connections can do for your bottom line.<\/p>","post_title":"Navigating the 2020 Holiday Season [Infographic]","post_excerpt":"Check out our infographic for key takeaways and statistics that can guide your marketing strategy during the 2020 holiday season.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-holiday-season-infographic","to_ping":"","pinged":"","post_modified":"2020-10-14 09:23:19","post_modified_gmt":"2020-10-14 16:23:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11141","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["infographic","blog-post"],"term_names":["Infographic","Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2020-holiday-season-infographic\/"},{"ID":11117,"post_author":"7","post_date":"2020-10-13 08:52:56","post_date_gmt":"2020-10-13 15:52:56","post_content":"Today, we are excited to announce the official launch of the Iterable Academy, our free, <a href=\"https:\/\/iterable.com\/academy\/\" target=\"_blank\" rel=\"noopener noreferrer\">online customer learning platform<\/a> designed to provide content that inspires and enables you to achieve your goals with Iterable and become an empowered growth marketer.<\/p>\r\nIf you\u2019re new to using Iterable, you can get started on your learning journey right away with our Foundations learning path where you will master the basics\u2014everything from importing your users to setting up your first campaign, and a whole lot more.<\/p>\r\nAnd for those of you already enrolled in the Iterable Academy, you'll be thrilled to see that we have recently added brand-new content with even more coming soon!<\/p>\r\nAvailable today, you can now dive into our more Intermediate and Advanced courses that cover topics like, Integrating Iterable with Facebook<\/em>, Advanced Handlebars<\/em>, and Advanced Personalization<\/em> and Mobile<\/em> workshops.<\/p>\r\n<h3>Behind the Scenes: A Q&A With Caitlyn Vestal<\/h3>\r\nNow, without further ado, we want to introduce you to <a href=\"https:\/\/www.linkedin.com\/in\/caitlyn-vestal\/\" target=\"_blank\" rel=\"noopener noreferrer\">Caitlyn Vestal<\/a>, Iterable\u2019s Customer Education Manager who has worked tirelessly behind the scenes to bring the Iterable Academy to life and deliver e-learning content that our customers will love.<\/p>\r\nKeep reading to learn about Caitlyn\u2019s approach to training and onboarding, her advice to companies looking to launch their own training programs, and a sneak-peek into recently launched courses in the Academy.<\/p>\r\n<img class=\"alignnone wp-image-11131 size-medium\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Caitlyn-Vestal-headshot-225x300.png\" alt=\"Caitlyn Vestal headshot\" width=\"225\" height=\"300\" \/><\/p>\r\n<h4>Tell us about yourself, Caitlyn.<\/h4>\r\nI most recently come from the financial reporting SaaS industry where I held roles as a Lead Customer Success Manager, Product Trainer, and Education Product Specialist over a period of seven years.<\/p>\r\nPrior to joining Iterable, I traveled onsite to train our partners like Deloitte and Accenture, in addition to regularly hosting live training sessions for other partners and customers.<\/p>\r\nI also acted as a project manager and subject-matter expert to develop our offerings for partner and customer trainings and certifications, working with the Instructional Design team to build engaging, dynamic e-learning content.<\/p>\r\n<h4>What\u2019s your approach to training and onboarding?<\/h4>\r\nWhen we talk about training professionals, the most important thing is to offer a variety of modalities for all the different learning styles out there. This not only keeps the learner more engaged, but it also creates an environment where the learner wants to seek out more opportunities to learn, resulting in higher completion rates and great user satisfaction.<\/p>\r\nIn onboarding brand-new customers and partners, we want to provide learning content that helps them achieve their goals in the Iterable platform. We do that now with our Foundations learning path, along with Intermediate and Advanced courses that we are adding every week!\u00a0<\/p>\r\n<h4>How do you decide how to prioritize training content?<\/h4>\r\nAt any software company, there is an endless list of product updates, new releases and opportunities for improvement. Education efforts need to match that pace to the greatest of our abilities, and a way to do that is through prioritizing learning content for key parts of the platform.<\/p>\r\nSome questions I ask include:<\/p>\r\n<ul>\r\n\t<li>\u201cWhat products and features are customers using the most?\u201d<\/li>\r\n\t<li>\u201cWhat questions do our internal teams in Customer Success and Professional Services receive most frequently from our customers and partners?\u201d\u00a0<\/li>\r\n\t<li>\u201c What does our Product Marketing team need in order to have an effective product launch?\u201d<\/li>\r\n<\/ul>\r\nThese all are huge factors in how we decide on what to work on now, and in the near future.\u00a0<\/p>\r\n<h4>What\u2019s your advice to companies launching their own training programs?<\/h4>\r\nMy advice would first be to ask A LOT of questions. That may seem obvious, but it is incredibly important when you are building out a training program to meet with all the key stakeholders at your company to identify what they need from education.<\/p>\r\nThat not only tells you what to address first and foremost, like what courses you need to prioritize, but it also opens up those lines of communication, which are vital if your education department is to be successful.<\/p>\r\nThe other thing to remember is that you need to identify your team\u2019s mission. You can do so by asking questions, like:<\/p>\r\n<ul>\r\n\t<li>Why does your business exist?<\/li>\r\n\t<li>What goals do you hope to achieve?<\/li>\r\n\t<li>How will you achieve those goals?<\/li>\r\n\t<li>What are your communication and evaluation strategies for the content you create?<\/li>\r\n\t<li>What will your maintenance review cycle look like?<\/li>\r\n<\/ul>\r\nThere are so many other factors to consider, but those are some of the most important ones to me. As I like to say, you have to build the house before you can put all of your favorite things inside.\u00a0<\/p>\r\n<h4>Lastly, what\u2019s new with Iterable Academy?<\/h4>\r\nThere are so many new things happening! Not only are we building out our content roadmap for 2021, but also we are already beginning to release new courses.<\/p>\r\nToday, we are officially launching Academy to our customers, and we will be focused in the coming quarters to release more content, create roles-based learning tracks, and make plans to build out a customer certification program. So much to look forward to, so stay tuned!<\/p>\r\n<h3>Access the Iterable Academy<\/h3>\r\nIterable has made it easier than ever for our customers to register for all of the content Academy has to offer. Visit <a href=\"https:\/\/iterable.com\/academy\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/academy<\/a> and click \"Request Access\" to join today!<\/p>","post_title":"It's Official: Announcing the Iterable Academy","post_excerpt":"Meet Caitlyn Vestal, Iterable\u2019s Customer Education Manager who has worked tirelessly behind the scenes to bring the Iterable Academy to life.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"official-iterable-academy","to_ping":"","pinged":"","post_modified":"2020-10-13 08:52:56","post_modified_gmt":"2020-10-13 15:52:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11117","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/official-iterable-academy\/"},{"ID":11065,"post_author":"35","post_date":"2020-10-08 11:30:35","post_date_gmt":"2020-10-08 18:30:35","post_content":"Hi there! Welcome to our blog. No matter how you found yourself on this page, we are honored to host you for a few minutes of reading (and a few minutes of watching) to <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">learn a bit<\/a> about welcome campaigns.<\/p>\r\nEverybody has their go-to phrases upon first meeting someone. It can be as simple as introducing your name or as extroverted as diving into a personal story. Each welcome is unique in what it tells you about the person, even if there is overlap in stylistic choices.<\/p>\r\nThe same can be said about how brands employ the welcome campaign. There may be similar tactics and styles, but ultimately, brands set themselves apart by showcasing their differentiators.<\/p>\r\nA particularly quirky message. Exceptional design. Tailored recommendations. These are all ways in which you can level up the customer experience and kick the consumer-brand relationship off on the right foot.<\/p>\r\nIn this post, we\u2019ve highlighted three common trends currently being utilized by retail and e-commerce brands. Towards the end, you will find recommended strategies to enhance these trends for a more impactful welcome campaign.<\/p>\r\n<blockquote>\r\nNot a fan of reading? Take a look at this quick video to see more about retail welcome campaigns and the best strategies to take them to the next level!<\/em><\/p>\r\n<\/blockquote>\r\n[embed]https:\/\/www.youtube.com\/embed\/l2Sc-tw3Ers[\/embed]<\/p>\r\n<h3>3 Popular Welcome Campaign Trends<\/h3>\r\n<h4>1. Set the Stage<\/h4>\r\nThe first trend we\u2019ve found is one we actually employed in our introduction above: setting the stage for your users.<\/p>\r\nModern consumers are <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/retail-distribution\/the-consumer-is-changing.html\" target=\"_blank\" rel=\"noopener noreferrer\">more experienced with online shopping<\/a> but that doesn\u2019t mean they know everything about your brand before subscribing. Marketers have been smart to level-set in the welcome campaign by providing lists of what users can expect.<\/p>\r\nThese lists can cover the perks of subscribing, like this one from beauty brand <a href=\"https:\/\/www.elfcosmetics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">e.l.f. Cosmetics<\/a> that outlines what benefits users can expect. This email, in particular, is great because the messaging is succinct while also showing off the e.l.f. brand's tone with fun phrasing like \u201cpleased to perk you.\u201d<\/p>\r\n\r\n[caption id=\"attachment_11066\" align=\"alignnone\" width=\"323\"]<img class=\"size-full wp-image-11066\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-3.16.50-PM.png\" alt=\"ELF Cosmetics Welcome Campaign List\" width=\"323\" height=\"818\" \/> Minimal copy can help in highlighting the pertinent info for new users.<\/em>[\/caption]\r\n\r\nBrands have also used this tactic to highlight the features that most help users take advantage of all their businesses have to offer, and this trend isn't limited to the beauty industry.<\/p>\r\nContent creation platform, <a href=\"https:\/\/www.ndash.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">nDash<\/a>, uses its welcome campaign to walk users through the different features needed to complete the user profile. Such a list is a great way to help guide the user, while simultaneously filling out the user profile on the backend for the marketer to inform future campaigns and enrich the customer experience.<\/p>\r\n\r\n[caption id=\"attachment_11067\" align=\"alignnone\" width=\"464\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-ndash-important-next-steps\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-full wp-image-11067\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-4.47.15-PM.png\" alt=\"Complete Your Profile Welcome\" width=\"464\" height=\"555\" \/><\/a> If your brand has a lot of features, it's best to lay them out for users early on. Source: Really Good Emails<\/em>[\/caption]\r\n\r\nThe welcome campaign is a great opportunity to lead the user and even gamify onboarding so they can check off all the items on their to-do list. Setting the stage like these brands have done with introductory lists keeps everything in one place for the user and gets them started on the customer journey.<\/p>\r\n<h4>2. Introduce Yourself and What You Stand For<\/h4>\r\nNext up, we have a trend that has grown considerably in the last few years: highlighting company values and origins.<\/p>\r\nIt doesn\u2019t feel outlandish to say that people hold strong beliefs. And almost a quarter of those people want to buy from companies that <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener noreferrer\">share in those beliefs<\/a>. As you probably guessed, marketers have taken notice.<\/p>\r\nWelcome campaigns have become a natural home for a brand to share its company story, culture and values. However, the execution of this strategy manifests in many ways.<\/p>\r\nThe example we\u2019ve seen is an excellent double whammy of highlighting the company\u2019s values while collecting user preference data. Cosmetics brand <a href=\"https:\/\/www.lushusa.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lush<\/a> didn\u2019t put its values front-and-center in the welcome campaign, but it did include them as icons towards the bottom of the email.<\/p>\r\n\r\n[caption id=\"attachment_11068\" align=\"alignnone\" width=\"601\"]<img class=\"size-full wp-image-11068\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-3.38.11-PM.png\" alt=\"Welcome Campaign Values\" width=\"601\" height=\"664\" \/> Learning what's important to users can be just as useful as knowing what products they want.<\/em>[\/caption]\r\n\r\nEach of these icons directs the user to a unique URL for each value, describing how Lush and its products exemplify the virtues of that value. In doing so, the company can collect data about which values speak to users most prominently.<\/p>\r\nWe have also seen values and company cultures shown in the form of messages from spokespeople\u2014often the CEO or founder. Brands like beauty and wellness retailer <a href=\"https:\/\/goop.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">goop<\/a> look to humanize the experience and shrink the gap between consumer and brand by attaching a name\u2014and sometimes a face\u2014to a message.<\/p>\r\n\r\n[caption id=\"attachment_11069\" align=\"alignnone\" width=\"988\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-goop\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-full wp-image-11069\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-2.48.50-PM.png\" alt=\"Welcome Campaign Employee Message\" width=\"988\" height=\"806\" \/><\/a> Make your welcome campaign mimic a conversation, not a presentation. Source: Really Good Emails<\/em>[\/caption]\r\n\r\nSo much of marketing these days is about individualizing and humanizing the experience that we can often forget that humans are the ones creating the experience for users. More and more brands are giving a peek behind the curtain to give the customer journey a more relatable feel.<\/p>\r\n<h4>3. Welcome! Here\u2019s Some Cool Stuff<\/h4>\r\nThe last trend we\u2019re seeing lately in welcome campaigns: recommendations.<\/p>\r\nNow, with such an emphasis on personalization, you\u2019d think recommendations are best fit for promotions once the brand has learned a bit more about the user\u2019s preferences. While still true in many ways, the breadth of use cases for recommendations has grown.<\/p>\r\nWith the help of data feeds and historical data across user segments, brands are able to more effectively\u2014and efficiently\u2014send recommendations right from the first message as a great way to begin collecting personalized data.<\/p>\r\nBeauty brand <a href=\"https:\/\/www.beautybay.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Beauty Bay<\/a> double-dipped in its welcome email by providing us with links to \u201cmust-haves,\u201d which sent users to a dynamic list of products, followed by top picks for us that more closely resembled targeted recommendations often found in promotions.<\/p>\r\n\r\n[caption id=\"attachment_11070\" align=\"alignnone\" width=\"541\"]<img class=\"size-full wp-image-11070\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-4.10.39-PM.png\" alt=\"Beauty Bay Must Haves\" width=\"541\" height=\"475\" \/> Show users your best self through some of your best, most popular products.<\/em>[\/caption]\r\n\r\nBy testing both styles, Beauty Bay is able to understand which kind of recommendations users prefer. The must-haves section also shows users the brand\u2019s expertise and gives insight into which products\u2014and product categories\u2014the company excels in.<\/p>\r\nOf course, makeup brands aren't the only ones capitalizing on recommendations\u2013every business can leverage this trend. Bookstore <a href=\"https:\/\/www.barnesandnoble.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Barnes & Noble<\/a> does something similar by recommending books from a variety of different categories (Teen Books, Non-Fiction, Page to Screen) as a way to get users started.<\/p>\r\n\r\n[caption id=\"attachment_11071\" align=\"alignnone\" width=\"725\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-our-expert-booksellers-recommend\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11071\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-2.48.33-PM-725x1024.png\" alt=\"Recommendations Welcome Campaign\" width=\"725\" height=\"1024\" \/><\/a> If you have a wide range of product categories, recommendations like these can help users get started. Source: Really Good Emails<\/em>[\/caption]\r\n\r\nRecommendations in the welcome campaign serve as a way to get the user started while also collecting important information for future recommendations.<\/p>\r\n<h3>Quick Wins to Level Up Your Welcome Campaign<\/h3>\r\nTrends are great. They give us a look into what others have done to see successes. But you\u2019re probably wondering, \u201cHow do I take these trends and stand out at the same time<\/em>?\u201d<\/p>\r\nGood question!<\/p>\r\nRather than making you wait any longer, here are three quick wins you can start using today to level up your welcome campaigns.<\/p>\r\n<ol>\r\n\t<li>Progressive Profiling:<\/strong> You don\u2019t have to get everything done in one message. Take your time. Multi-touch campaigns that use progressive profiling\u2014collecting information in small bits rather than all at once\u2014allow marketers to focus more on specific messaging to make sure every benefit or feature gets its turn in the spotlight. Your brand is awesome, create campaigns that allow you to show that!<\/li>\r\n\t<li>Leverage Data:<\/strong> Your routine emails don\u2019t need to be custom-built every time. Use data feeds to make the process efficient. With data feeds, you are incorporating information that you already have, so you won\u2019t be starting from scratch. (Pro Tip: Make them even more efficient by using <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s Catalog<\/a>, which means you won\u2019t have to rely on engineering resources).<\/li>\r\n\t<li>Go Cross-Channel:<\/strong> Welcome users to your brand on any device and through every channel you have at your disposal\u2014email, snail mail, SMS, mobile push, social, you name it. Meet the customer where they are. User preferences go beyond just products; they reach channels as well.<\/li>\r\n<\/ol>\r\n<h3>Laying Out the Red <del>Carpet<\/del> Welcome Mat<\/h3>\r\nThe welcome campaign serves many purposes, but its arguably most important function is establishing a close connection from the get-go. In doing so, the welcome campaign is setting the stage for increased customer lifetime value.\u00a0<\/p>\r\nAnd that\u2019s the root of this conversation (and all marketing), really\u2014finding a way to connect that is impactful and has a long shelf life. Take the above trends and strategies into account when building out your welcome campaigns. If you can successfully marry them with your brand, you\u2019ll find yourself building personalized relationships with users for a long time.\u00a0<\/p>\r\nLearn all about welcome campaigns\u2014and a lot more\u2014in our guide to giving your marketing a red carpet-worthy makeover. Download the guide today!<\/em><\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-large wp-image-10999\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"Hello, Hola, Bonjour: 3 Popular Welcome Campaign Trends","post_excerpt":"In this post, we\u2019ve highlighted three popular welcome campaign trends and how to take them to the next level for your brand's marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-popular-welcome-campaign-trends","to_ping":"","pinged":"","post_modified":"2020-10-08 11:30:17","post_modified_gmt":"2020-10-08 18:30:17","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11065","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/"},{"ID":11097,"post_author":"7","post_date":"2020-10-07 11:13:16","post_date_gmt":"2020-10-07 18:13:16","post_content":"NEWS FLASH! Okay, not really, but it is an important reminder that email remains one the most powerful marketing channels and delivers the <a href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">biggest return on investment<\/a>, when targeting subscribers to get your best deals, newsletters and information out to the masses.\u00a0\u00a0<\/p>\r\nWe know all too well what is creeping around the corner, what will be here before we know it, and what is starting earlier and earlier each year\u2026\u00a0<\/p>\r\nThat\u2019s right! Holiday sending. Black Friday! Cyber Monday! Now more than ever before, your subscribers will be ready to shop online, safe at home, rather than join the masses in brick-and-mortar retail.\u00a0\u00a0<\/p>\r\nOur recent survey on <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">2020 E-Commerce Holiday Shopping Trends<\/a> reports that 67% of respondents plan to complete most or all of their shopping online, and only 7% stated they would prefer to shop exclusively in-store. This data and direct shopper feedback are why it is critical to get to the inbox!\u00a0<\/p>\r\nBelow is a breakdown of how to banish those deliverability ghosts and get ready for this holiday season\u2014leveraging what we have learned from the past, sending in the pandemic-present, and hopes for a marketing future.\u00a0\u00a0<\/p>\r\n<h3>Holiday Sends of the Past<\/h3>\r\nUnlike Ebenezer Scrooge wanting to avoid his ghosts of Christmas past, forcing him to make major changes for the future, we do want to reflect on what we have learned from previous years, their revenue outcomes, and what we still can carry forward with our email practices.\u00a0\u00a0<\/p>\r\nWhy? Because, while the landscape of online versus brick-and-mortar shopping will be changing, getting your infrastructure and the mailbox providers ready for the holidays largely remains the same.\u00a0\u00a0<\/p>\r\nLet\u2019s start with a review of the data of these past few years. <a href=\"https:\/\/www.emarketer.com\/chart\/231253\/us-holiday-season-retail-sales-2015-2019-billions\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte<\/a> released an illustration highlighting the spend from 2015-2019, and the growth rates are in the billions, year over year. For the 2020 holiday season, they are <a href=\"https:\/\/www.cnbc.com\/2020\/09\/15\/deloitte-estimates-2020-holiday-retail-sales-will-rise-1-to-1point5percent-.html\" target=\"_blank\" rel=\"noopener noreferrer\">forecasting an increase<\/a> of 1% to 1.5% in spend, compared to that of 2019, and the 4.1% increase, which resulted in $1.14 trillion in spend.\u00a0<\/p>\r\nKnowing now that holiday spend is still expected to increase this year, but that the end of the pandemic isn\u2019t clearly known, here is what we have learned from the past and still need to consider for the present and future of holiday email deliverability.\u00a0<\/p>\r\nLet\u2019s quickly recap what\u2019s tried and true, from our last year's <a href=\"https:\/\/iterable.com\/blog\/dos-and-donts-deliverability-holidays\/\" target=\"_blank\" rel=\"noopener noreferrer\">Do\u2019s and Don\u2019ts of Holiday Sending<\/a>:<\/p>\r\n<ul>\r\n\t<li>Do methodically ramp volume<\/strong>, and do not open the flood gates\u2014doubling or tripling volume\u2014in one instance. Keep it consistent and allow time for the mailbox provider (MBP) to make adjustments to your sending volume and audience engagement with your brand.<\/li>\r\n\t<li>Do target an engaged audience<\/strong>. Engagement from your subscribers remains one of the most heavily weighted metrics that MBPs monitor and use in their filtering algorithms when making their filtering decisions. Positive engagement includes opens, clicks, replies and forwarding, while negative engagement includes complaints, deletions without reading, and not taking any action at all.<\/li>\r\n\t<li>Do leverage user segmentation<\/strong> by putting yourself in your subscribers\u2019 shoes. What have they been interested in recently? What preferences have they opted into or out of?<\/li>\r\n\t<li>Do monitor your metrics on an ongoing basis<\/strong>. Let the data tell the story of what your subscribers are wanting, not wanting or how the MBPs are viewing the reputation of your sending IPs and domains. This means monitoring not just campaign-level metrics like opens, clicks and complaints but also taking into consideration postmaster feedback from Google Postmaster Tools and Microsoft SNDS.<\/li>\r\n<\/ul>\r\n<h3>Holiday Pandemic Present<\/h3>\r\nWe all know that COVID-19 has impacted how you think through your strategy for holiday sending this year.\u00a0<\/p>\r\nHere are a few big picture scenarios to consider when reviewing your target audience and how they have historically interacted with your brand.<\/p>\r\n<ul>\r\n\t<li>How much will high-income households splurge?<\/strong> After months of being cooped up, 42% of consumers we surveyed plan to spend more money on gifts during the holiday season this year. By providing much-needed retail therapy, many brands could experience an overall increase in holiday spend.<\/li>\r\n\t<li>How much will those impacted by job loss and decreased income cut back on spending?<\/strong> For the 58% of consumers who will be spending less on holiday shopping this year, some of them have unfortunately lost their jobs as a result of the pandemic or are coming back after a layoff. Marketers should be mindful of their needs, whether it\u2019s by offering bargains and discounts, price matching or \u201cbuy now, pay later\u201d programs.<\/li>\r\n\t<li>For those who are going to spend, is it realistic to expect to see them in your brick-and-mortar stores?<\/strong> 67% of consumers plan to complete most or all of their holiday shopping online, so it\u2019s hyper-critical to get to their inboxes and drive value from the comforts of their own homes.<\/li>\r\n<\/ul>\r\nSo how can we take what we\u2019ve learned from the past and the \u201cwhat if\u201d scenarios of our present to make the most of this holiday season?\u00a0<\/p>\r\nHere are four top tips to focus your email marketing efforts and achieve optimal deliverability.<\/p>\r\n<h4>1. Methodically Build Volume<\/h4>\r\nWe\u2019re going to repeat this tip, because it is always critical\u2014before, now and in the future. Review your recent volume and who you are expecting to target during Black Friday, Cyber Monday, Giving Tuesday and any other holidays during the remainder of the year.\u00a0<\/p>\r\nGradually build with an engaged audience in the 4-6 weeks leading up to your big push. Don\u2019t surprise the mailbox providers with your biggest volume of the year and risk being throttled or blocked, due to a drastic increase in volume.<\/p>\r\n<h4>2. Win-Back Subscribers Before Holiday Sends Deploy<\/h4>\r\nIf you are looking to dive back into your list and re-engage subscribers (who haven\u2019t opted out or complained), make sure they want to still be on your mailing list before Black Friday.\u00a0<\/p>\r\nMailbox providers will continue to monitor engagement, and they will be vigilant in protecting their account holders' inboxes to ensure they are receiving the mail they want from brands they have interacted with in the past or have safelisted.\u00a0<\/p>\r\nFeel confident about suppressing subscribers who aren\u2019t engaging or contributing opens or clicks, because as we know, negative engagement can influence and impact campaigns, possibly sending them to the Spam folder.\u00a0<\/p>\r\n<h4>3. Deliver Relevant Content With Segmentation<\/h4>\r\nRegardless of the time of year, make sure your subscribers are receiving what they signed up for, what they expect and what they consider relevant content.\u00a0\u00a0<\/p>\r\nOur recent blog post on \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing for the Unexpected in Holiday 2020<\/a>\u201d discusses the opportunity you have to tap into your subscribers\u2019 recent purchase behavior and preference center updates to help drive the best experience.<\/p>\r\nYou can also download our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a> to learn why traditional strategies aren\u2019t cutting it and how you can advance your email marketing program.<\/p>\r\n<h4>4. Be Agile<\/h4>\r\nThe days of having a set email calendar, hitting \u201csend,\u201d and then sitting back\u2014well, they\u2019re long gone. It will be crucial to be prepared to adjust course if deliverability starts to take a dive. In addition to opens and complaints, monitor hard and soft bounces and any shifts from the Inbox to the Junk folder.<\/p>\r\nIf you start to see negative metrics impact your campaigns, be ready to shift or tighten your target audience.\u00a0<\/p>\r\nHere are some strategies to have ready or confirm they are implemented:\u00a0<\/p>\r\n<ul>\r\n\t<li>Tighten inactive suppression<\/li>\r\n\t<li>Immediately remove subscribers who have complained<\/li>\r\n\t<li>Interpret bounce messages, either hard bounces that point to being blocked due to \u201cspam-related\u201d content or soft bounces due to throttling from sending too much mail at once.<\/li>\r\n<\/ul>\r\n<h3>Banish Those Deliverability Ghosts: Hopes for the Holiday Future<\/h3>\r\nWhile I do enjoy a hot Starbucks coffee at 3 a.m. with my family and friends, standing outside my favorite stores in the freezing cold and not-so-patiently waiting for the doors to open, like many retailers themselves, I can\u2019t help but wonder what the future of in-person shopping will hold. Will it ever be the same? Or is this year a glimpse into our future selves as always-online shoppers?\u00a0\u00a0<\/p>\r\nIf anything, 2020 has only reinforced the importance of optimizing the way in which marketers are engaging and interacting with their customers, determining the channel of communication that works best, personalizing their relationship with your brand and avoiding subscriber churn.\u00a0\u00a0<\/p>\r\nWork to ensure that what you have learned in the past and the present data at your fingertips will secure your subscriber base now and determine who you can target in the future.\u00a0<\/p>\r\nBest of luck as you embark on your 2020 holiday email marketing journey!<\/p>\r\nNeed help banishing those deliverability ghosts? Learn more about <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's Deliverability Services<\/a> and contact our expert team of ghostbusters for a <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">custom demo<\/a> of our platform in action!<\/em><\/p>","post_title":"Deliverability Ghosts of the Past, Present and Future","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"deliverability-ghosts-past-present-future","to_ping":"","pinged":"","post_modified":"2020-10-07 11:15:01","post_modified_gmt":"2020-10-07 18:15:01","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11097","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/deliverability-ghosts-past-present-future\/"},{"ID":11073,"post_author":"7","post_date":"2020-10-06 10:08:43","post_date_gmt":"2020-10-06 17:08:43","post_content":"Will Halloween 2020 be the equivalent of circus peanuts and peanut butter chews? Or will we find some full-size candy bars hiding in our treat sack?\u00a0<\/p>\r\nNow that October is finally here, marketers are growing more confident that consumers will not sit out Halloween because of the COVID-19 pandemic\u2014they'll just celebrate it differently.\u00a0<\/p>\r\n<h3>What's Different With Halloween This Year?<\/h3>\r\nIn the U.K., large gatherings are out because of <a href=\"https:\/\/www.manchestereveningnews.co.uk\/whats-on\/family-kids-news\/is-halloween-cancelled-trick-treat-18909139\" target=\"_blank\" rel=\"noopener noreferrer\">a ban on events with more than six people<\/a> together, and trick-or-treating (or guising) is being actively discouraged.\u00a0<\/p>\r\nIn the U.S., some cities have banned door-to-door trick-or-treating, but others, like <a href=\"https:\/\/www.nbcnewyork.com\/news\/local\/cuomo-says-he-wont-ban-trick-or-treating-this-halloween\/2618694\/\" target=\"_blank\" rel=\"noopener noreferrer\">New York City<\/a>, <a href=\"https:\/\/www.wbez.org\/stories\/chicagos-halloween-rules-yes-to-trick-or-treating-but-no-to-haunted-houses\/413ab77b-639a-4e31-8aea-dbf00aa5e7a3\" target=\"_blank\" rel=\"noopener noreferrer\">Chicago<\/a> and <a href=\"https:\/\/www.latimes.com\/california\/story\/2020-09-09\/no-trick-or-treating-in-los-angeles-county\" target=\"_blank\" rel=\"noopener noreferrer\">Los Angeles<\/a>, are allowing it with modifications. Parties will shrink to close friends and family, and the costume parade might happen on Zoom or Google Meet instead of the neighborhood sidewalk.<\/p>\r\nThe National Retail Federation, which tracks key spending events like Halloween, predicts total U.S. spending on Halloween will <a href=\"https:\/\/nrf.com\/media-center\/press-releases\/consumers-anticipate-new-ways-celebrate-halloween-despite-covid-19\" target=\"_blank\" rel=\"noopener noreferrer\">dip to $8 billion<\/a>, down from $8.8 billion in 2019. But the NRF also says per-person spending will go up as those who do plan to celebrate will spend more on decorations, candy and greeting cards.<\/p>\r\n<h3>5 Tips for Halloween Email Campaigns That Wow\u00a0<\/h3>\r\nEmail marketers can <a href=\"https:\/\/iterable.com\/blog\/3-scary-good-email-strategies-halloween\/\" target=\"_blank\" rel=\"noopener noreferrer\">still get plenty of mileage<\/a> out of their Halloween marketing plans, even if the day isn't the blockbuster it could have been pre-pandemic.<\/p>\r\nIf you need some assistance and inspiration creating last-minute Halloween email campaigns, these five tips can help.<\/p>\r\n<h4>1.\u00a0 Use copy and images that reflect consumer desires to mix safety and fun<\/h4>\r\nHalloween spending might be down, but there's still $8 billion up for grabs, and possibly more if consumers decide to join in after all.\u00a0<\/p>\r\nStill, with three-quarters of U.S. consumers telling the NRF that the COVID-19 pandemic has changed their Halloween plans, it's a signal that email content should reflect this year's revised reality in order to resonate with customers.<\/p>\r\nTry reviving the \"we're all in this together\" theme that ran through many email campaigns earlier this year. It might have worn thin over the summer as the pandemic appeared to subside in many parts of the U.S. and around the world. But it will signal your concern for customer safety, especially because the virus is on the rise again in many parts of the U.S.<\/p>\r\nThis campaign from HalloweenCostumes.com gets many things right with its timely focus on face masks as a part of the costume. It's in keeping with CDC advice to keep wearing cloth coverings because Halloween masks don't protect against the coronavirus.\u00a0<\/p>\r\nThe email also links to a section on safe trick-or-treating and promotes a virtual costume parade by inviting customers to post their pictures using the brand's hashtag.<\/p>\r\n\r\n[caption id=\"attachment_11075\" align=\"alignnone\" width=\"444\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/d2626a3b-eb8f-b7e0-3294-f817aea8c98c\"><img class=\"wp-image-11075 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-1.png\" alt=\"HalloweenCostumes.com 2020 email campaign\" width=\"444\" height=\"1296\" \/><\/a> This HalloweenCostumes.com email combines safety, fun and a virtual costume parade on social media. <a href=\"https:\/\/www.mailcharts.com\/emails\/d2626a3b-eb8f-b7e0-3294-f817aea8c98c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>2. Add some DIY editorial content to help customers feel like winners<\/h4>\r\nOkay, so the big Halloween bash isn't happening this year. But you can help your customers feel special about the plans they feel comfortable about keeping.\u00a0<\/p>\r\nOffering tips on entertaining or creating a fun-but-safe costume for yourself or family members, or providing tutorials on makeup techniques, as in this PromGirl email, can help nudge customers toward a sale if your advice helps them solve a problem.<\/p>\r\n\r\n[caption id=\"attachment_11076\" align=\"alignnone\" width=\"186\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/e72324d7-3df2-ef52-1456-63d76ddef1bf\"><img class=\"wp-image-11076 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-2.png\" alt=\"PromGirl Halloween email campaign\" width=\"186\" height=\"1160\" \/><\/a> PromGirl's makeup tutorial videos show customers how to create unique looks that could work even under a mask. <a href=\"https:\/\/www.mailcharts.com\/emails\/e72324d7-3df2-ef52-1456-63d76ddef1bf\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\nNeed a little content inspiration?\u00a0<\/p>\r\nCheck out the <a href=\"https:\/\/www.halloween2020.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">\"Halloween Like We've Never Seen\"<\/a> campaign, sponsored by trade groups like the NRF, the Halloween & Costume Association, the National Costumers Association and the Paper First Affiliates and allied brands like Party City and Hershey.\u00a0<\/p>\r\nIt pairs a county-by-county map color-coded to show safe and risky areas and a list of acceptable activities for five levels of risk.<\/p>\r\n<h4>3. Help Halloween procrastinators join the party<\/h4>\r\nTake a page from your <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday playbook<\/a>, and let shoppers know when they need to order so they can get their merch on time. In the email below, Hot Topic posts its shipping cutoff date prominently, in Halloween-appropriate orange and black, so shoppers will be hard-pressed to avoid it.<\/p>\r\nAnd if you really want to target your last-minute shoppers, let them know about your Buy Online, Pick-up In Store (BOPIS) service if you offer it.<\/p>\r\n\r\n[caption id=\"attachment_11077\" align=\"alignnone\" width=\"506\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/09f55b58-132e-012b-9df5-23787d79b235\"><img class=\"wp-image-11077 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-3.png\" alt=\"Hot Topic Halloween Unleashed\" width=\"506\" height=\"968\" \/><\/a> You can't miss the shipping deadline, with day and time, in this Hot Topic email. <a href=\"https:\/\/www.mailcharts.com\/emails\/09f55b58-132e-012b-9df5-23787d79b235\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>4. Appeal to your bargain-hunters<\/h4>\r\nMany consumers are hurting financially from furloughs and job losses as a result of the pandemic. Pull together a merchandise assortment that would appeal to people who love Halloween but need to do it on a budget this year.\u00a0<\/p>\r\nThe Party City email featured below is a virtual walk down the bargain aisle, with appealing merchandise at budget-friendly prices.\u00a0<\/p>\r\nThe clever copy delivers some fresh takes on the usual parade of clich\u00e9s and terrible puns that pervade most Halloween copy, like \"Torment the neighbors with these Halloween decoration ideas.\" (Time to put a stake through the heart of \"spooktacular!\")<\/p>\r\n\r\n[caption id=\"attachment_11078\" align=\"alignnone\" width=\"330\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/ab747ea1-1a1c-1e1c-d6f5-0e24d05b9bea\"><img class=\"wp-image-11078 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-4.png\" alt=\"Party City Halloween email for bargain haunters\" width=\"330\" height=\"1356\" \/><\/a> Party City's email campaign feels a little like trick-or-treating for bargains. <a href=\"https:\/\/www.mailcharts.com\/emails\/ab747ea1-1a1c-1e1c-d6f5-0e24d05b9bea\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>5. Tip for 2021: Start early!<\/h4>\r\nIs August too soon to start promoting Halloween? Not for d\u00e9cor stores like Grandin Road and Crate and Barrel, which go to the dark side at the peak of summer.\u00a0<\/p>\r\nCrate and Barrel's email, sent in early August, wins on several fronts. The sly copy (\"We know it's early, but ...\") makes the email feel like a VIP sneak peek. The subject line stands out: \"Brewing up some new Halloween arrivals.\" And the images, which style the merchandise in aspirational home settings, are more appealing than straight catalog pictures.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11079\" align=\"alignnone\" width=\"400\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/58e5da77-6467-97af-f3f8-4503470f2382\"><img class=\"wp-image-11079 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-5.png\" alt=\"Crate & Barrel Halloween email in August\" width=\"400\" height=\"888\" \/><\/a> Is August too early to introduce new Halloween d\u00e9cor? True fans will say \"Bring it on!\" <a href=\"https:\/\/www.mailcharts.com\/emails\/58e5da77-6467-97af-f3f8-4503470f2382\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h5>What\u2019s the best time to send Halloween email campaigns? In 2020, anything goes.\u00a0<\/h5>\r\nIn past years, brands began promoting Halloween slowly, often mixing in content in the bottom half of the message before moving it to the featured position in early to mid-September, after back-to-school promotions subsided but before holiday\/Christmas marketing began in earnest.\u00a0<\/p>\r\nThe surge usually began to build about the third week of September, as brand emails mentioning Halloween increased and themes shifted from \u201cwhat\u2019s new for Halloween\u201d to promotion-led campaigns. The peak for Halloween frequency and promotion would come in the three to four days before the event and continue for two or three days afterwards as brands promote post-Halloween sales to clear out inventory.<\/p>\r\nThe coronavirus pandemic of 2020 has thrown the usual Halloween promotion cycle off track. Many brands, even Halloween stalwarts like Party City, have held back on frequency, promotion rate and promotion value because of uncertainty over regulations on large gatherings and trick-or-treating and consumer interest. Others, like HalloweenCostumes.com, are sending more frequently and increasing both the value and number of promotions.\u00a0<\/p>\r\nAlso in 2020, <a href=\"https:\/\/www.cnet.com\/news\/walmart-target-to-hold-their-own-sale-events-alongside-amazon-prime-day\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon\u2019s delayed Prime Day event<\/a> and promotions from competitors like <a href=\"https:\/\/chainstoreage.com\/target-take-prime-day-prime-day\" target=\"_blank\" rel=\"noopener noreferrer\">Target<\/a> and <a href=\"https:\/\/www.yahoo.com\/gma\/walmarts-big-save-event-2020-215712323.html\" target=\"_blank\" rel=\"noopener noreferrer\">Walmart<\/a> could divert even more attention and consumer spending away from Halloween. Retailers should work harder than usual to create attention-getting headlines that grab attention in the inbox and stand out from the Prime Day hoopla.<\/p>\r\n<h3>Wrapping Up: A Few Words About Subject Lines<\/h3>\r\nTake the time to make them great. That's how you'll get your Halloween email campaigns noticed in the inbox.<\/p>\r\nThese three caught our eye as we browsed emails:<\/p>\r\n<ul>\r\n\t<li>\"Sinister merch for humans & ghosts with the most\"<\/em> (Hot Topic)<\/li>\r\n\t<li>\"Give \u2018em pumpkin to talk about. Is your ride trunk-or-treat ready?\"<\/em> (Party City)<\/li>\r\n\t<li>\"Trick or treat, short and sweet\"<\/em> (Tipsy Elves)<\/li>\r\n<\/ul>\r\nWork on your originality, too. You know all those great puns you love? So do a lot of other marketers. Spend some time scrolling through Halloween email collections on sites like <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a> and <a href=\"https:\/\/www.mailcharts.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a>, and look at the subject lines that catch your eye.\u00a0\u00a0<\/p>\r\n(We said earlier that we're so over \"spooktacular\u201d because it\u2019s a clich\u00e9. But it has a bigger problem: It has a racist history because \u201c<a href=\"https:\/\/www.npr.org\/sections\/codeswitch\/2017\/10\/24\/559502238\/this-halloween-what-does-it-mean-to-call-something-spooky#:~:text=On%20Halloween%2C%20Insensitivity%20Goes%20Beyond,turn%20of%20the%20nineteenth%20century\" target=\"_blank\" rel=\"noopener noreferrer\">spook<\/a>,\u201d derived from a Dutch word meaning \u201cspecter,\u201d evolved into a slur used against Black people. Trade it in for something else, like \u201cfangtastic.\u201d)<\/p>\r\nHalloween might not be a major holiday for your brand, but a little carefully chosen imagery and copy can spruce up any email and give you a hook for extra attention.<\/p>\r\nWant to learn more e-commerce trends during the 2020 holiday season? Check out these top consumer insights from <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's holiday shopping survey<\/a>.<\/em><\/p>","post_title":"5 Tips to Make Your Halloween Email Campaigns Stand Out","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-halloween-email-campaigns-stand-out","to_ping":"","pinged":"","post_modified":"2020-10-06 17:04:33","post_modified_gmt":"2020-10-07 00:04:33","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11073","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-tips-halloween-email-campaigns-stand-out\/"},{"ID":11031,"post_author":"35","post_date":"2020-10-01 09:46:58","post_date_gmt":"2020-10-01 16:46:58","post_content":"When it comes to user segmentation\u2014the first of the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">four core pillars of personalization<\/a>\u2014you can\u2019t have a one-to-one conversation with each customer without first breaking your audience down into neat, little segments.<\/p>\r\nIn this segmentation process, though, there has to be intention<\/em>. It would be peak inefficiency to look at your audience and go one-by-one tailoring a specific message for each individual. While a potentially great community or relationship builder, the lack of scale and automation would drive your team mad.<\/p>\r\nInstead, we take a look at similarities (and differences, as you\u2019ll see) to build segments, which make a marketer\u2019s life easier and a consumer\u2019s experience more personalized. A true win-win situation.<\/p>\r\n<h3>What Segmentation and Cooking Have in Common<\/h3>\r\nThat said, sometimes we are prone to treating segmentation like a new recipe we\u2019ve just found. You follow each step perfectly and use every suggested ingredient because the recipe has a proven track record of success without really questioning whether these elements are right for you or your dinner guests.<\/p>\r\nSegmentation, much like any recipe, is malleable and has to be contextualized to be most effective. Your business needs and those of your users must be taken into consideration when building out segments. Otherwise, one or both of you will be left with a sour taste in your mouth.<\/p>\r\nSo, with that in mind, we've compiled a list of three pitfalls of segmentation that commonly arise from traditional methods and explain how you can effectively avoid them.<\/p>\r\n(Pro tip<\/strong>: Hate reading? Check out the video at the bottom of this post to learn more about these pitfalls and the strategies to avoid them.)<\/p>\r\n<h3>The 3 Pitfalls of Segmentation to Avoid<\/h3>\r\n<h4>1. Correlation vs. Causation<\/h4>\r\nYou\u2019re likely familiar with the difference between <a href=\"https:\/\/amplitude.com\/blog\/2017\/01\/19\/causation-correlation\" target=\"_blank\" rel=\"noopener noreferrer\">correlation and causation<\/a>, but when looking at segmentation strategies, it might not be as obvious. In this situation, we are talking about understanding and contextualizing the outliers in customer data.<\/p>\r\nLet\u2019s start with an example: Maybe you\u2019re an individual who loves buying men\u2019s clothes. Regardless of your gender expression, you are a loyal customer of your favorite brand and have been buying men\u2019s clothes for years. As you might expect, you are receiving promotions for menswear. Nothing out of the ordinary here.<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11033\" align=\"alignnone\" width=\"1010\"]<img class=\"wp-image-11033 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Pitfalls_1-1010x1024.png\" alt=\"A shopping cart with menswear and one dress\" width=\"1010\" height=\"1024\" \/> Put actions up against one another to see patterns.<\/em>[\/caption]\r\n\r\n\r\n\r\nBut this last year, you purchased a dress for a special someone in your life who loves a classy sheath, dipping into women\u2019s clothing from this brand for the first time. Now, with the most recent piece of data in mind, the brand sends you a stream of promotions for dresses and other women\u2019s clothing items.<\/p>\r\nClearly, you have entered a new segment based on the correlation between \u201cbought a dress\u201d and \u201cbuys dresses.\u201d<\/p>\r\nRather, segmenting based on causation seeks to understand the context and reasoning behind a purchase. In this way, the data can be used to effectively delineate messaging and products in the correct context for each individual.<\/p>\r\nA quick remedy for this segmentation pitfall could be something like a post-purchase pop-up or polling email that asks the customer about the reason for the purchase (either for yourself or as a gift).<\/p>\r\nIn knowing the purpose of the purchase, the marketer can place that individual in the right segment, such as \u201cprimarily purchases men\u2019s apparel, but receives recommendations for women\u2019s gift items.\u201d<\/p>\r\n<h4>2. Historical vs. Current Events<\/h4>\r\nA key piece of segmentation is the historical data that marketers have in the user\u2019s profile\u2014what they like and what they have done. Sometimes, though, this can leave out a big piece of contextual information: what is happening in the world around the user!<\/p>\r\nThis year, <a href=\"https:\/\/nypost.com\/list\/major-2020-events\/\" target=\"_blank\" rel=\"noopener noreferrer\">more so than most<\/a>, has been a shining example of weighing historical data against current events. Consumer priorities have shifted. General dispositions have changed and will continue to change at a rapid pace. Marketers have to keep up, and part of keeping pace is incorporating current events into your consideration for segments.<\/p>\r\nThe example below shows how Taco Bell is shifting to accommodate in-store dining closures in certain regions and the discomfort some diners feel in regions where restaurants have reopened. To help out, they\u2019ve given users several choices to suit their preferences and contextualized this against historical data of the user\u2019s favorite items.\u00a0<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11034\" align=\"alignnone\" width=\"877\"]<img class=\"wp-image-11034 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-29-at-10.06.28-AM.png\" alt=\"Taco Bell's email offering delivery and takeout\" width=\"877\" height=\"532\" \/> Show customers that you're paying attention by acknowledging their current situation.<\/em>[\/caption]\r\n\r\n\r\n\r\nThis segmentation strategy continues as users make selections for their dining preferences (delivery vs. in-store) and subsequent messaging takes this into account.<\/p>\r\n<h4>3. Similarities vs. Differences<\/h4>\r\nAs mentioned above, the creation of a segment often hinges upon similarities\u2014people who like hats, lovers of sushi, residents of Austin, TX, you name it.<\/p>\r\nBut it\u2019s also important to take into account the other side of the coin to avoid this common segmentation pitfall. After all, our differences are what make us unique, and understanding a user\u2019s uniqueness makes personalization that much more effective.\u00a0<\/p>\r\nThis pitfall in particular touches on segments that are sliced too broadly, capturing a wider swathe of preferences without considering motivations. Segments are often made and whittled down using dichotomous actions (customer vs. non-customer; free vs. paid), but in doing so, intrinsic behaviors are brushed aside.<\/p>\r\nConsumers make actions based on factors, like how products make them feel or how they fulfill their needs. The most effective segments find a way to touch on these motivations.<\/p>\r\nTake meditation as an example. Some meditate to reduce anxiety. Others meditate as a form of mental fitness. While these might seem similar\u2014and for some, there might be an overlap\u2014these are entirely different motivations that warrant different approaches from a brand like <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, which you can see in the messages below.<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11035\" align=\"alignnone\" width=\"739\"]<img class=\"wp-image-11035 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-29-at-10.08.06-AM.png\" alt=\"Pitfalls of Segmentation: Similarities vs. Differences of Calm's emails\" width=\"739\" height=\"609\" \/> While the action might be the same, the motivation behind it could differ.<\/em>[\/caption]\r\n\r\n\r\n\r\nBy recognizing motivation and subtle differences, such as these, messaging takes on greater relevance and resonance with users, leading to increased engagement and retention.<\/p>\r\nUsing this tactic, Calm saw a <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">4x increase in revenue<\/a> through testing and optimization of its onboarding sequence for new members.<\/p>\r\n<h3>Avoiding These Pitfalls of Segmentation<\/h3>\r\nThere\u2019s no shame in seeing these pitfalls and admitting you fall victim to them. They\u2019re subtle and easy to miss, but they can be avoided with a few safeguards.<\/p>\r\nWhen considering where to start, always remember to:<\/p>\r\n<ol>\r\n\t<li>Put the customer at the center<\/strong> of your strategy rather than brand, price or promotion.<\/li>\r\n\t<li>Emphasize context<\/strong> and personal values as the keys to one-to-one relationships.<\/li>\r\n\t<li>Take environment into account<\/strong>. It will help you understand customer needs and priorities.<\/li>\r\n<\/ol>\r\nFor your data, it\u2019s important to:<\/p>\r\n<ol>\r\n\t<li>Continually assess your requirements<\/strong> to identify what\u2019s needed to drive personalized experiences.<\/li>\r\n\t<li>Refresh and confirm<\/strong> customer data regularly to verify its validity and relevance.<\/li>\r\n\t<li>Use progressive profiling<\/strong> to constantly learn more about your users.<\/li>\r\n<\/ol>\r\nAnd finally, it\u2019s just good marketing to report the progress of your segmentation strategies (<a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">even weekly, if you mean business<\/a>), so you can iterate where needed and optimize your results.<\/p>\r\nSo there you have it! The most common segmentation pitfalls and a few simple steps you can take to stay vigilant and avoid them.<\/p>\r\nIf you\u2019re interested in diving deep into the topic of user segmentation, you should take a look at our recent <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook<\/a> that shows you how to build the perfect audience!<\/p>\r\n[embed]https:\/\/www.youtube.com\/embed\/NIznFwwLjeU[\/embed]<\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10924 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x192.png\" alt=\"Our Playbook to Modern User Segmentation: Read the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"3 Common Pitfalls of Segmentation and How to Avoid Them","post_excerpt":"We've compiled a list of three pitfalls of segmentation that commonly arise from traditional methods and explain how you can effectively avoid them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-common-pitfalls-of-segmentation","to_ping":"","pinged":"","post_modified":"2020-10-01 09:56:32","post_modified_gmt":"2020-10-01 16:56:32","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11031","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-common-pitfalls-of-segmentation\/"},{"ID":11057,"post_author":"71","post_date":"2020-09-30 17:19:56","post_date_gmt":"2020-10-01 00:19:56","post_content":"It happens\u2026often. Shoppers rush to your e-commerce store doors only to leave a few items behind to go eat their lunch and forget all about that nice pair of jeans they were going to buy for their sister.\u00a0<\/span><\/p>\r\nGet a jump start on navigating that exact situation with our Shopping Cart Abandonment template and be prepared next time to reel your customers back in.\u00a0<\/span><\/p>\r\nDownload this template to:<\/span><\/p>\r\n<ul>\r\n\t<li>Make sure you have a clear understanding of your audience\u2019s shopping habits by utilizing key data points<\/span><\/li>\r\n\t<li>Know the critical questions to ask yourself when it comes to measuring, testing, & optimizing\u00a0\u00a0\u00a0<\/span><\/li>\r\n\t<li>Set yourself up for success every time a shopper leaves items in their cart and walks away from their computer <\/span><\/li>\r\n<\/ul>","post_title":"Template for Shopping Cart Abandonment Campaign Brief","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"shopping-cart-abandonment-campaign-brief-template","to_ping":"","pinged":"","post_modified":"2020-10-27 17:10:03","post_modified_gmt":"2020-10-28 00:10:03","post_content_filtered":"","post_parent":8,"guid":"http:\/\/iterable.com\/?page_id=11057","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"","url":"https:\/\/iterable.com\/resources\/shopping-cart-abandonment-campaign-brief-template\/"},{"ID":10976,"post_author":"70","post_date":"2020-09-30 09:10:35","post_date_gmt":"2020-09-30 16:10:35","post_content":"When you think \u201cholidays,\u201d what images come to mind? For some, it\u2019s Norman Rockwell\u2019s \"Freedom From Want\u201d depiction of the Thanksgiving feast; for others, the Leg Lamp from \"A Christmas Story\" or the \u201cSanta Baby\u201d scene from \"Mean Girls.\" While diverse and multi-generational, these memories have one characteristic in common: they're full of joy.\u00a0<\/p>\r\nWith stores stocking up on holiday decor, it's clear that celebration is still a permanent fixture of our fall-to-winter culture. But, unlike in years past, 2020 simply hasn\u2019t given us a ton to celebrate. So while the proud few continue their annual traditions, the reality is that most customers are really not rushing to buy advent calendars or Halloween costumes.<\/p>\r\nBecause families seem to be lamenting more often than laughing, we expect that consumers will approach the holiday season this year with trepidation. In fact, our recent survey of over 1,000 U.S. consumers found that <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">63% of respondents said the pandemic has negatively affected their attitudes about holiday shopping itself<\/a>.<\/p>\r\nHow should brands react to this emotional downturn? How can companies succeed in a depressed economy?<\/p>\r\nIn our three-part holiday shopping series, we've addressed product scarcity when supply chains are disrupted and attention scarcity when consumers are distracted. Now, in the final installment, we explore something that has seriously been plaguing our shoppers: celebration scarcity.<\/p>\r\nRead on to learn how to connect with your customers, bring them some much-needed joy to their world and save the holidays!<\/p>\r\n<h3>What Is Celebration Scarcity?<\/h3>\r\nCOVID-19 and the subsequent recession are dramatically reshaping the way Americans celebrate the holidays. <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">58% of consumers plan to spend less money<\/a> during this holiday season than in years past.<\/p>\r\nThese discouraging developments will have severe consequences for brands that do not navigate the evolving (and, let\u2019s be real, pretty grim) landscape with customer empathy. But before you deploy your holiday marketing plans, let\u2019s level set.<\/p>\r\nWhat's really going on out there?<\/p>\r\n<h4>Customer Spirit Is Trending Negative<\/h4>\r\nDo you remember the Will Ferrell movie, \"Elf\"? If you do, you may recall that Santa's sleigh was powered by holiday cheer. Without spirit, the sleigh is grounded. We're all running a little empty on cheer, joy and spirit this season.<\/p>\r\nAnd that's not surprising, given the sobering facts:<\/p>\r\n<ul>\r\n\t<li>The <a href=\"https:\/\/www.bbc.com\/news\/world-54334496\" target=\"_blank\" rel=\"noopener noreferrer\">global death toll<\/a> of COVID-19 has surpassed 1 million people.<\/li>\r\n\t<li><a href=\"https:\/\/www.businessinsider.com\/unemployed-states-of-america-life-without-a-paycheck-in-2020-2020-9\" target=\"_blank\" rel=\"noopener noreferrer\">55 million Americans<\/a> have filed for unemployment since the pandemic hit.<\/li>\r\n\t<li><a href=\"https:\/\/www.weforum.org\/agenda\/2020\/09\/coronavirus-covid-19-united-states-mental-health-depression-symptoms\/\">Over a quarter<\/a> of U.S. adults have reported feeling depressed as a result of coronavirus.<\/li>\r\n<\/ul>\r\nAs a result, public health scientists say it's easier to <a href=\"https:\/\/www.nbcdfw.com\/news\/coronavirus\/experts-suggest-us-families-begin-virtual-holiday-planning\/2436084\/\">forecast the weather on Thanksgiving Day<\/a> than to predict how the coronavirus crisis will play out this autumn.<\/p>\r\nWith this data in mind, you would think that all the joy in the world is lost. That the holidays are impossible to celebrate.<\/p>\r\nBut fortunately, you would be wrong.<\/p>\r\n<h3>How to Bring Joy to This Socially-Distanced World<\/h3>\r\nDespite all the challenges this year hath wrought, humanity is resilient, and now it is more important than ever to spread holiday cheer. Folks will still celebrate<a href=\"https:\/\/morningconsult.com\/form\/2020-holiday-shopping\/\"> major holiday events<\/a>, and much like <a href=\"https:\/\/www.smithsonianmag.com\/science-nature\/diamonds-unearthed-141629226\/#:~:text=Diamonds%20are%20made%20of%20carbon,together%20to%20start%20growing%20crystals.&text=That's%20why%20a%20diamond%20is,that%20form%20between%20carbon%20atoms.\" target=\"_blank\" rel=\"noopener noreferrer\">diamonds are made<\/a> under high temperature and pressure, we think 2020 has opened up an opportunity for brands to get creative.<\/p>\r\nWe believe we can still find things to celebrate all around us, and we should invite others to do the same. After all, our mission at Iterable is to connect people with products that bring them joy. So let\u2019s do that.<\/p>\r\nBut first, we have to remind them that there is a joy to be had in the first place! Here's how leading brands are combating celebration scarcity by getting the recipe for fun and festive holiday email campaigns right.<\/p>\r\n<h4>Celebrate the Little Things<\/h4>\r\nFinding time for yourself to relax and recharge can be a hard balance, even during non-pandemic times. It\u2019s easy to get over-scheduled, overspent, and overwhelmed, which is why we find that the smallest celebrations\u2014like hot cocoa, pumpkin carving and leaf crunching\u2014tend to bring the most joy. \r\n \r\nThis holiday season, your customers are going to be <a href=\"https:\/\/iterable.com\/blog\/fashion-retail-marketing-covid-19\/\">spending most of their time inside and isolated<\/a>. Many won\u2019t be trick-or-treating or hosting massive Thanksgiving dinners. This makes it the perfect time to remind your customers about the magic of intimate holiday memories. Help them find solace in the small things that can be done alone, like self-indulgence and pampering!<\/p>\r\nThis LUSH email is perfectly themed to drive excitement around the holidays. What\u2019s better than a warm, spooky bubble bath to help soothe our pandemic (and Zoom party planning) anxieties?<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/need-to-calm-a-sugar-high\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/LUSH-Spooky-Slumbers.png\" alt=\"LUSH Spooky Slumbers Email combats celebration scarcity\" width=\"680\" height=\"2873\" \/><\/a> Bath and body retailer LUSH celebrates Halloween with this subtly spooky theme. Source: Really Good Emails<\/em>[\/caption]\r\n\r\nWe love so many elements of this email, from the alliterative \"Spooky slumbers\" title, to the copy for particularly frazzled parents that asks, \"Little monsters won't go to bed?\" to the clear and compelling \"Get sleepy\" CTA button.<\/p>\r\n<h4>Ferment Your Marketing With Fun<\/h4>\r\nIf one industry is booming right now, it's alcohol: <a href=\"https:\/\/www.winsightgrocerybusiness.com\/center-store\/impact-covid-19-retail-alcohol-sales\" target=\"_blank\" rel=\"noopener noreferrer\">online sales skyrocketed by 339%<\/a>, becoming the fastest-growing e-commerce department among consumer packaged goods, according to Nielsen.<\/p>\r\nThere's no reason why you can't toast during the holidays this year, and we appreciate Winc's playful email below with its \"Post-Thanksgiving Recovery Plan: Drink More Wine\" message.<\/p>\r\n<div>\r\n<dl id=\"attachment_10988\">\r\n<dt>\r\n[caption id=\"\" align=\"alignnone\" width=\"800\"]<a href=\"https:\/\/www.winc.com\/blog\/thanksgiving-hangover\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Winc-e1600882661586.png\" alt=\"Winc Thanksgiving Email\" width=\"800\" height=\"2221\" \/><\/a> Wine subscription service Winc shares fun info\u2014and a tempting offer\u2014for the holidays.<\/em>[\/caption]\r\n<\/dt>\r\n<\/dl>\r\nYou will likely need to change the context around how your products are sold this season\u2014for instance, enjoying a glass of wine with your just your immediate family rather than popping champagne at a large New Year's Eve party\u2014but that doesn't mean you can't put the happy back in happy hour.<\/p>\r\n<\/div>\r\n<h4>That's Amore<\/h4>\r\nPeople around the world are craving human connection in lockdown, and\u00a0<a href=\"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/\">dating apps experienced a boost that proves romance isn\u2019t dead<\/a>.<\/p>\r\nWe\u2019re not trying to tell brands to shift their business model to online dating, but there is something to be said for getting creative about marketing during this time, and Crate & Barrel does an excellent job of doubling down on date night with its \"Gothic Romance\" holiday decor email.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"800\"]<a href=\"https:\/\/www.mailcharts.com\/holiday-email-marketing\/halloween\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Crate-and-Barrell.png\" alt=\"Crate & Barrel Halloween Email\" width=\"800\" height=\"2317\" \/><\/a> Crate & Barrel's Halloween email is boo-tiful (we'll see ourselves out). Source: Mailcharts<\/em>[\/caption]\r\n\r\nThere's always been a little romance attributed to Halloween. From \"Sleepy Hollow\" to \"Hocus Pocus,\" there's something haunting about being haunted. While your customers might not be able to make it outside to partake in haunted houses and hayrides, you can still sway shoppers with alluring imagery of stay-at-home Halloween ambiance.<\/p>\r\n<h4>Finding Joy in Tradition<\/h4>\r\nNo matter the holiday, there are always family traditions. Some are modern phenomena, like <a href=\"https:\/\/www.elfontheshelf.com\/about-us\" target=\"_blank\" rel=\"noopener noreferrer\">The Elf on the Shelf<\/a>, while others, <a href=\"https:\/\/www.wockenfusscandies.com\/blog\/why-do-we-leave-cookies-and-milk-for-santa-on-christmas-eve\/#:~:text=Father%20Christmas'%20horse.-,Leaving%20cookies%20and%20milk%20for%20Santa%20could%20be%20linked%20to,Santa%20Claus%20and%20his%20reindeer.\" target=\"_blank\" rel=\"noopener noreferrer\">like giving cookies to Santa<\/a>, are classics that go back ages!<\/p>\r\nTraditions nurture the bonds that we\u2019ve made over time, give a sense of purpose, and serve as a testament to what we find important. And right now, <a href=\"https:\/\/iterable.com\/blog\/entertainment-recommendations-long-haul\/\" target=\"_blank\" rel=\"noopener noreferrer\">finding ways to entertain ourselves<\/a> has become especially important.<\/p>\r\nThis reactivation email by Disney+ inspires churned subscribers to come back and enjoy the tradition of movie night with their holiday favorites.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/come-back-for-your-holiday-favorites\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/come-back-for-your-holiday-favorites-1.png\" alt=\"Celebration Scarcity: Disney+ Reactivation Holiday Email\" width=\"680\" height=\"3297\" \/><\/a> Disney and Christmas? A dynamic duo of holiday family traditions. Source: Really Good Emails<\/em>[\/caption]\r\n\r\nWe're all watching more TV than usual, so turn the mundane into magical with holiday-themed messaging that will inspire customers to make special memories.<\/p>\r\n<h4>Get Creative With Gift-Giving<\/h4>\r\nWith families and friends farther apart, the value of a gift may mean even more this year. And even if purse strings are tight, shoppers still want to find ways to celebrate their loved ones\u2014and treat themselves in the process.<\/p>\r\nThat's why this holiday gift email from Taco Bell wins over hearts and stomachs. It drives excitement around gift-giving and incentivizes the purchase with an extra $5 e-gift card (that's like, five Cheesy Roll Ups!)<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"675\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/buy-a-15-egift-card-and-get-one-5-ebonus-card-\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Taco-Bell-1-e1600884644522.png\" alt=\"Taco Bell Holiday Email\" width=\"675\" height=\"2301\" \/><\/a> Taco Bell promoting gift-giving (and getting) with this $5 bonus. Source: Really Good Emails<\/em>[\/caption]\r\n\r\nRemind customers of the joy inherent in giving and getting gifts, especially during a pandemic. Whether it's $5 tacos or a $500 PlayStation 5, your brand can bring holiday cheer in a time when we need it most.<\/p>\r\n<h3>Spark Joy in This Socially Distant World<\/h3>\r\nThis year, brands have the opportunity to impact the holiday season with more than just gifts. They can increase anticipation, inspire creativity and form some new traditions. But first, make sure you know your customers. Then you can connect them to the products that bring them the most joy.<\/p>\r\nAddress celebration scarcity and make your customers feel special this holiday season by crafting personalized marketing messages.<\/p>\r\nDon't know where to begin? Take our <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\">Personalization Maturity Model quiz<\/a> to better understand where you stand with regard to the four core pillars of personalization, so you can act on steps to level-up your brand's customer experience.<\/p>","post_title":"Celebration Scarcity: Joy to the (Socially Distanced) World","post_excerpt":"In the final installment of our holiday shopping series, we explore celebration scarcity. Learn how to bring joy to your customers and save the holidays!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebration-scarcity-joy-socially-distanced-world","to_ping":"","pinged":"","post_modified":"2020-09-30 09:10:35","post_modified_gmt":"2020-09-30 16:10:35","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10976","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/celebration-scarcity-joy-socially-distanced-world\/"},{"ID":11023,"post_author":"7","post_date":"2020-09-29 08:03:22","post_date_gmt":"2020-09-29 15:03:22","post_content":"As we close out one of the most turbulent years in recent history, consumers are looking ahead to the holiday shopping season for some much-needed levity and relief. But the holiday season will look different in more ways than one this year, and retail is no exception.<\/p>\r\nWith COVID-19 and the recession continuing to impact the lives of consumers, brands will need to adjust their strategies to <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">overcome negative sentiments<\/a> about holiday shopping.<\/p>\r\nThe majority of shoppers plan to direct money toward essentials instead of holiday spends: 58% of consumers said they plan to spend less money<\/strong> during this holiday season than in past years. As a result, earning your market share will be tougher this year as established selling tactics fall short.<\/p>\r\nWithout the promise of major in-store events like Black Friday doorbusters, retailers are considering how to reimagine the shopping experience and attract shoppers with less disposable income (considering the <a href=\"https:\/\/www.forbes.com\/sites\/sarahhansen\/2020\/07\/24\/30-million-are-unemployed-and-more-pain-is-on-the-way-here-are-8-numbers-that-sum-up-the-destruction-in-the-us-labor-market\/\" target=\"_blank\" rel=\"noopener noreferrer\">30 million collecting unemployment<\/a> in the U.S.) to splurge on gifts.<\/p>\r\nWe wanted to know how consumers are really feeling about the upcoming shopping season:<\/p>\r\n<ul>\r\n\t<li>Are shoppers eager to be back in stores, or are they embracing the move to digital platforms?<\/li>\r\n\t<li>What\u2019s driving consumers to make purchase decisions this year, and how will their buying patterns be impacted by retailer marketing?<\/li>\r\n\t<li>Are shoppers eager to purchase products as soon as they\u2019re in stock, or will they wait for sales events?<\/li>\r\n<\/ul>\r\n<h3>Holiday Shopping: Iterable's Consumer Survey Findings<\/h3>\r\nTo answer these questions, Iterable surveyed over 1,000 consumers across the U.S. Our results show that even though consumers are concerned about the upcoming holiday season, there\u2019s an opportunity for retailers to make an impact by choosing the right timing and channels.<\/p>\r\nHere\u2019s what we found.<\/p>\r\n<h4>1. The surge in e-commerce demand will continue beyond the pandemic.<\/h4>\r\nTwo-thirds (67%) of shoppers plan to complete most or all of their holiday shopping online, and just 3% said they will continue to do all their shopping in stores.<\/p>\r\nNow that we\u2019ve tasted the convenience of online and mobile experiences, consumer expectations aren\u2019t likely to go backwards. Just 7% of respondents across generations say they would prefer to shop exclusively in-store, meaning companies need to adapt to build better customer experience on e-commerce platforms.<\/p>\r\n<blockquote>\r\n67% of shoppers plan to complete most or all of their holiday shopping online<\/em><\/p>\r\n<\/blockquote>\r\nBut consumers aren\u2019t entirely ready to do away with in-store shopping. Surprisingly, digitally native Gen Zers were the second most likely group (behind baby boomers) to report plans to spend half their time shopping in a brick-and-mortar shop\u201430% of Gen Z respondents said they would do half their shopping in-stores.<\/p>\r\nWhat\u2019s more, Gen Zers were least likely to report doing all their shopping online and most likely to report that given the opportunity, they would complete most shopping in-store, demonstrating there\u2019s more to the e-commerce equation than just digital literacy.<\/p>\r\nThese findings may relate to consumers\u2019 desire to spend more time supporting small and local businesses. Consumer support for small and local businesses has grown (22% say this will be a priority this holiday season)\u2014as long as these businesses are able to provide affordable solutions in a convenient purchasing channel.<\/p>\r\nMoving forward, all retailers will need to offer great prices and bring low-touch pick-up or delivery options to shoppers. Even though big retailers like Amazon dominate online (35% say they will use Amazon more than in previous years), there\u2019s still space for small local businesses to sell online to customers seeking them out.<\/p>\r\nThe world may be moving toward e-commerce out of necessity now, but expect the shift to stick. The majority of respondents reported that even if COVID-19 didn\u2019t factor into their shopping decisions, they would still choose to shop online at least half the time.<\/p>\r\n<h4>2. Emotional connections to a brand are increasingly important in a digital-first world.<\/h4>\r\nA whopping 83% of respondents said they were more likely to purchase from a brand they have an emotional connection to. That means brands with less mission-driven messages or messages that don\u2019t align with consumers\u2019 values may see a drop in sales.<\/p>\r\nStraightforward promotional advertising messaging that clearly describes a product is most preferred by older generations, zeroing in on product specs, pricing and exciting new innovation.<\/p>\r\n<blockquote>\r\n83% of consumers are more likely to purchase from a brand they have an emotional connection to.<\/em><\/p>\r\n<\/blockquote>\r\nBut product descriptions won\u2019t cut it for Gen Z, who needs empathy to convert. That means advertising messages need to demonstrate they understand the experience of Gen Z\u2014so marketers need to take the time to learn what that means.<\/p>\r\nIn addition to Gen Zers, high earners are significantly more likely to purchase from a brand they have an emotional connection to. More than 50% of those making more than $100,000 said they are \u201cmuch more likely\u201d to make a purchase when they connect with a brand, whereas the majority of those earning less said it makes them just \u201csomewhat more likely.\u201d<\/p>\r\n<h4>3. Consumers are willing to wait for sales, but when retailers message them is critical.<\/h4>\r\nIn spite of expected shipping delays in the upcoming shopping season, consumers are twice as likely to wait for an online sales event to buy an item than they are to purchase an item as soon as it is in stock. One-third (36%) of consumers said they were currently waiting for an online sales event, while just 17% plan to purchase items as soon as they are in stock.<\/p>\r\nRetailers hosting sales events should be careful about how and where they market events. Shoppers with budget constraints, for example, need more warning in order to plan for holiday promotions\u2014at least a week.<\/p>\r\n<blockquote>\r\n36% of consumers are currently waiting for an online sales event before shopping for the holidays.<\/em><\/p>\r\n<\/blockquote>\r\nMeanwhile, those making over $100,000 are more likely to want to hear from brands \u201ca few days prior.\u201d Almost two-thirds (65%) of consumers prefer to receive promotions no sooner than two weeks before a sales event.<\/p>\r\nAfter shopping events, retailers should give consumers time to recover from shopping fatigue. Twenty-eight percent of consumers say it takes them about two weeks to feel ready to receive alerts from retailers again after the holidays.<\/p>\r\nThis preference is true across income brackets and locations, but lower-income shoppers prefer a longer break, with the majority preferring between two weeks and a month before they hear from brands.<\/p>\r\n<h3>What This Means for Retailers<\/h3>\r\nAs consumers strapped for cash enter the shopping season, conventional holiday selling tactics may fall short. As a result, retailers need to communicate with more empathy and play the long game to encourage sales.<\/p>\r\n<blockquote>\r\nDownload our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retail Marketing Makeover Guide<\/a> to learn how leading retailers and beauty brands are taking their marketing campaigns from drab to glam.<\/em><\/p>\r\n<\/blockquote>\r\nWith powerful solutions that enable lifelike digital experiences, retailers can make an impact that lasts well beyond the recession. And considering positive attitudes toward e-commerce and digital experiences, this work can\u2019t wait.<\/p>\r\nLooking for support in creating personalized experiences that communicate empathy across channels? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> of Iterable's growth marketing platform today.<\/p>","post_title":"2020 E-Commerce Holiday Shopping Trends","post_excerpt":"Iterable surveyed over 1,000 U.S. consumers to learn how they're really feeling about the upcoming holiday shopping season. Here's what we found.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-e-commerce-holiday-shopping-trends","to_ping":"","pinged":"","post_modified":"2020-09-29 08:03:22","post_modified_gmt":"2020-09-29 15:03:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11023","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/"},{"ID":10953,"post_author":"35","post_date":"2020-09-24 09:08:10","post_date_gmt":"2020-09-24 16:08:10","post_content":"Retail and e-commerce marketers have a lot to keep tabs on. Not only are their brands releasing new items on a seasonal basis, but consumers are also shifting their <a href=\"https:\/\/www.businessinsider.com\/american-spending-habits-changed-covid-19-experts-skeptical-2020-5\" target=\"_blank\" rel=\"noopener noreferrer\">spending habits<\/a>. Add to that, marketers want to personalize their messaging for every individual.<\/p>\r\nThat last bit is the most important piece of the puzzle for retail and e-commerce marketers. Consumers want a <a href=\"https:\/\/review42.com\/retail-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">more personalized experience<\/a> and with COVID-19 completely altering the way consumers can shop, the \u201c<a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/retail\/our%20insights\/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever\/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">trusted brand<\/a>\u201d takes precedence over the available brand.<\/p>\r\nNow that we\u2019re 6+ months into the pandemic altering our reality\u2014<a href=\"https:\/\/thehill.com\/changing-america\/well-being\/prevention-cures\/517095-fauci-reveals-when-he-thinks-the-us-can-return\" target=\"_blank\" rel=\"noopener noreferrer\">and little sign of it ending soon<\/a>\u2014it\u2019s as good a time as any for marketers to take a moment and assess. What\u2019s working? Where are our strengths? What crucial user profile data are we missing to get that much closer to our audience at the individual level?<\/p>\r\nSuch an audit can be overwhelming, but the impact is invaluable. Where do you even begin?<\/p>\r\nHere, that\u2019s where.<\/p>\r\nIn our latest guide, \u201c<a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">From Drab to Glam: A How-To Guide for Giving Your Retail Marketing a Red Carpet-Worthy Makeover<\/a>,\u201d we provide the following perks:<\/p>\r\n<ul>\r\n\t<li>A deep-dive into common marketing trends we\u2019ve seen in the retail industry<\/li>\r\n\t<li>A framework for assessing your level of cross-channel personalization<\/li>\r\n\t<li>Actionable steps you can take to set yourself up for success against all challenges and changes.<\/li>\r\n<\/ul>\r\n<h3>A Look at Our Models<\/h3>\r\nFor any good makeover, you need a model\u2014a canvas of sorts upon which to create something beautiful. In preparation for our guide, we acted as engaged new users for 15 leading retailers and beauty brands to see how they would incorporate our actions and behavior into their marketing messaging.<\/p>\r\nWe signed up and opted in. We favorited items. We browsed a ton. We even abandoned some carts. Anything and everything you can do without actually buying an item, we did over the course of three weeks this summer.<\/p>\r\nIn order to make a more seamless, like-to-like comparison between brands, we focused largely on the beauty and cosmetics industry. This way, we could identify trends that extend into the larger retail and e-commerce market and provide more pointed recommendations that can help all marketers, regardless of vertical.<\/p>\r\n<h3>The Elements of a Good Marketing Makeover<\/h3>\r\nOur models identified. The messaging collected. We set to work.\u00a0<\/p>\r\nLike with any type of makeover, there\u2019s a natural order you must follow to make sure everything is layered just right for the perfect look.\u00a0<\/p>\r\nWe started, like one would logically expect, at the beginning\u2014the welcome campaign\u2014and continued through the average customer lifecycle onto promotions and cart abandonment campaigns.<\/p>\r\nFor each of these campaigns, you will find the trends across all of our lovely models, a few pitfalls to avoid, and at the end, a piece-by-piece framework for how to build out your ideal version of each campaign.\u00a0<\/p>\r\nEveryone loves a good sneak peek, so here\u2019s just a glimpse at some of the takeaways you\u2019ll find inside:<\/p>\r\n<ol>\r\n\t<li>Build Trust:<\/strong> People love brands they <a href=\"https:\/\/www.marketingcharts.com\/brand-related\/brand-loyalty-109127\" target=\"_blank\" rel=\"noopener noreferrer\">can trust<\/a>. Showing off your company values and what you stand for in the welcome campaign kicks off the relationship between you and the user on the right foot. Even better if you\u2019re able to harness those values to identify what\u2019s important to users and use them to inform preferences for future campaigns.<\/li>\r\n\t<li>A Seamless Experience:<\/strong> A common trend in modern retail promotions is to design emails to mimic the online shopping experience. Take this one step further with new features like <a href=\"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">AMP for Email<\/a> to allow users to purchase items directly from the email. No further clicks required.<\/li>\r\n\t<li>Don\u2019t Take Our Word For It:<\/strong> A brilliant way to drive conversions in cart abandonment campaigns: using data feeds to pull third-party reviews of products to confirm the value of a product. Capitalize on the data you have at hand by building a tech stack that gives you a holistic view of user behavior and the tangential data to give yourself a leg up.\u00a0<\/li>\r\n<\/ol>\r\nYou might be thinking, \u201cBah, our marketing is fine, we don\u2019t need a makeover.\u201d You may very well be ready for your red carpet moment.<\/p>\r\nBut, the operative word there, really, is \u201cfine.\u201d We want to help you turn that into \u201cfierce\u201d so <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the guide<\/a> and maybe\u2014just maybe\u2014you\u2019ll find that spark, that shine, that aha! idea that takes you from drab to glam.\u00a0<\/p>\r\n<h3><a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"Retail Marketing Makeover Guide CTA\" width=\"1024\" height=\"397\" \/><\/a><\/h3>","post_title":"How to Give Your Retail Marketing the Red Carpet Makeover","post_excerpt":"In our latest guide, we discuss how to assess your campaigns against common trends to give yourself a marketing makeover for better personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"retail-marketing-makeover","to_ping":"","pinged":"","post_modified":"2020-09-24 09:08:10","post_modified_gmt":"2020-09-24 16:08:10","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10953","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/retail-marketing-makeover\/"},{"ID":10968,"post_author":"7","post_date":"2020-09-23 11:06:29","post_date_gmt":"2020-09-23 18:06:29","post_content":"<a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsultMyApp<\/a>, headquartered in London, is a mobile marketing consultancy that serves as an extension of your marketing team, offering expertise and delivery on app store optimization, customer relationship management and user acquisition.<\/em><\/p>\r\nRead on for their guest contribution to the Iterable blog to receive a deep-dive on the art of web push notifications.<\/em><\/p>\r\nFor many marketers, web push notifications\u2014otherwise known as browser push notifications\u2014are viewed with a sense of disdain; remembering the <a href=\"https:\/\/iterable.com\/blog\/5-questions-getting-started-web-push\/\" target=\"_blank\" rel=\"noopener noreferrer\">pop-up window horrors of yesteryear<\/a> and imagining the damage that even suggesting their use could do to their careers.<\/p>\r\nWhilst they aren\u2019t for every campaign (or even every type of business), web push notifications do provide a useful tool in the toolkit of the modern-day marketer, and we\u2019ll aim to demonstrate why and how in this blog.<\/p>\r\n<h3>A Quick Intro to Web Push<\/h3>\r\nSo, what exactly are web push notifications? Web push notifications are messages that you\u2019re able to send to a browser (mobile and desktop) from a central messaging platform, like <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a>. The messages themselves may contain a small amount of text, an image, and a link to a site (or screen in your app) containing further information.<\/p>\r\nSimilar to app push notifications, they do require the user to opt-in to receive them (a topic discussed later), but they offer a very effective way of engaging with users.<\/p>\r\n<h4>Use Cases<\/h4>\r\nDue to the mechanics of this channel, web push notifications tend to be most effective when communicating breaking news stories, flash sale events, sports results, stock price movements or other scenarios in which the timeliness of the message is paramount.<\/p>\r\nIn general, web push notifications\u2014when used for more generic, scheduled campaigns and offers\u2014aren\u2019t particularly engaging, but if these campaigns can be shaped to offer highly contextual \u201cin-the-moment\u201d copy and imagery, they can be easily adapted to the channel.<\/p>\r\nFor example, an email offer that might deliver on a Monday with the headline copy, \u201cThis week only - 25% off all electronics!\u201d<\/em> could be sent on the final day of the offer to say, \u201cTime is running out! Only 24 hours left to get yourself 25% off from ALL electronics! View now!\u201d<\/em><\/p>\r\nModifying the copy and delivery time to generate a sense of urgency, when used with retargeting of the original email, provides a wonderful way of increasing conversion rates for your existing campaigns and is a nice, quick-win entry into web push for most companies.<\/p>\r\n\r\n[caption id=\"attachment_10986\" align=\"alignnone\" width=\"402\"]<img class=\"wp-image-10986 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-1.png\" alt=\"Mobile web push notification - soft opt-in\" width=\"402\" height=\"872\" \/> Soft opt-in on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10985\" align=\"alignnone\" width=\"416\"]<img class=\"wp-image-10985 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-2.png\" alt=\"Official opt-in on mobile\" width=\"416\" height=\"902\" \/> Official opt-in on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10984\" align=\"alignnone\" width=\"420\"]<img class=\"wp-image-10984 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-3.png\" alt=\"Sample mobile web push notification\" width=\"420\" height=\"908\" \/> Sample web push notification received on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10983\" align=\"alignnone\" width=\"402\"]<img class=\"wp-image-10983 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-4.png\" alt=\"Deep-linking to web inbox\" width=\"402\" height=\"868\" \/> Web push notification deep-linking to web inbox on open (Android)<\/em>[\/caption]\r\n\r\n<h4>Which users can I target with web push notifications?<\/h4>\r\nNow you\u2019ve seen what web push notifications look like, how effective are they really?<\/p>\r\nWell, the first factor to consider here is reach\u2014most importantly, web push isn\u2019t supported on every browser (yet)!<\/p>\r\nNotably, the big exception here is Safari on iOS, which means as of today you can\u2019t message to mobile users on an iOS device with browser push notifications, unless of course, they\u2019re using another browser such as Google Chrome.<\/p>\r\nThis is a biggie, but rumour has it this inequality will be addressed shortly by Apple. You can, of course, still use web push to message users of Safari on the desktop macOS.<\/p>\r\nHere\u2019s a handy list of platforms\/browsers you can currently leverage web push notifications on as of today:<\/p>\r\n<ol>\r\n\t<li>Google Chrome<\/li>\r\n\t<li>Safari (macOS only)<\/li>\r\n\t<li>Microsoft Edge<\/li>\r\n\t<li>Firefox<\/li>\r\n<\/ol>\r\n(For more information on browsers Iterable supports for web push, click <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115004760086-Web-Push-Overview-\" target=\"_blank\" rel=\"noopener noreferrer\">here.)<\/a><\/p>\r\nThat mix of browsers and platforms provides a good reach (albeit sans most iOS users), so unless your web clientele is significantly<\/em> skewed towards only iOS mobile, then we can assume there\u2019s likely a good, valuable fit for web push in your business.<\/p>\r\nThe next consideration to make here is opt-in rates, as an argument, is usually made along the lines of, \u201cThis sounds great, but surely everyone will decline the opt-in when requested?\u201d<\/p>\r\nNot quite so\u2014our experience suggests that the average opt-in rate is around 5-10%. This is nowhere near a typical app push opt-in rate of 30-40%, but given the traffic to your website may well be far higher than your app install volume, a 10% potential reach is certainly valuable.<\/p>\r\nAnd, of course, the more you explain and justify the benefit of these notifications to your users before asking them, the better. In fact, <a href=\"https:\/\/www.mobiloud.com\/blog\/google-web-push-notification-permission-2020strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">moves are afoot in the browser industry<\/a> to punish publishers that simply hit their users with the hard opt-in message as soon as they arrive on the site.<\/p>\r\nThese publishers will likely have low opt-in rates well-below average and will shortly feel the wrath of Google Chrome (other browsers to follow) where their requests will be suppressed and far less visible.<\/p>\r\nKeep reading, because this next section is essential to making these messages work for you.<\/p>\r\n<h4>How do I get users to opt-in to web push notifications?<\/h4>\r\nJust like in the world of app push notifications, you should never\u2026ever\u2026EVER request these notifications by just <a href=\"https:\/\/developers.google.com\/web\/fundamentals\/push-notifications\/permission-ux\" target=\"_blank\" rel=\"noopener noreferrer\">showing users the system dialog (hard opt-in) on first page load<\/a>. People won\u2019t have used your site before, know whether they want to stick with you, or transact with you, let alone allow you to send an unknown quantity of messages to their device with an unknown purpose!<\/p>\r\nWhilst this may seem the simplest way to introduce browser push into your marketing stack, it\u2019s also likely to deliver low opt-in rates and high-levels of annoyance amongst browsers.<\/p>\r\nWe recommend two steps before requesting opt-ins for web push:<\/p>\r\n<h5>Step 1: Create a soft opt-in<\/h5>\r\nFirst, ensure you utilise a soft opt-in\u2014this is a little window (or in-line HTML) that appears before you show people the browser dialog opt-in box. The purpose of this is simple: educate and inform users as to why they should want to receive notifications from your brand.<\/p>\r\n\r\n[caption id=\"attachment_10982\" align=\"alignnone\" width=\"904\"]<img class=\"wp-image-10982 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-5.png\" alt=\"Soft opt-in on desktop\" width=\"904\" height=\"492\" \/> Example of soft opt-in on desktop (macOS with Safari)<\/em>[\/caption]\r\n\r\nShow them the value, and rather unsurprisingly, if they say yes to your soft opt-in, people then choose to opt-in when you give them the official browser prompt.<\/p>\r\nThe other benefit here is that if a user doesn\u2019t accept your soft opt-in, you can, of course, ask them again at a more favourable time (you can\u2019t do this is you\u2019ve used only the browser opt-in dialog).<\/p>\r\n<h5>Step 2: Identify the right moment to ask<\/h5>\r\nThen, identify the magic moment, that time in the user journey where they\u2019re most likely to be ready to receive browser notifications from you.<\/p>\r\nIf, for instance, a user has just booked a flight you might want to show them your soft opt-in that says, \u201cWould you like to receive notifications if your flight is delayed?\u201d\u2014much more appealing and likely to solicit a positive response!<\/p>\r\n<h3>Desktop vs. Mobile Browser Push Notifications<\/h3>\r\nAs we\u2019ve discussed previously, Mobile iOS is a bit of a no-go zone for web push notifications for now, until Apple releases a new version of iOS and Safari Mobile that supports browser push.<\/p>\r\nHowever, mobile push on Android is actually rather useful. Unlike its desktop companion, Android Chrome means users will see a notification even when you\u2019re not using the browser.<\/p>\r\nIn essence, it becomes a channel as valuable as SMS and app push, as users will see notifications at a time of your choosing. Mobile web notifications appear in the notification tray on mobile, just like a Whatsapp message, SMS or app push notification. You can even include action buttons (see below).<\/p>\r\n\r\n[caption id=\"attachment_10980\" align=\"alignnone\" width=\"294\"]<img class=\"wp-image-10980 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-6.png\" alt=\"Web push action buttons\" width=\"294\" height=\"602\" \/> Web push action buttons on mobile (Android)<\/em>[\/caption]\r\n\r\nOn desktop, we get Safari back (yay!), and with macOS, you can even message whilst the browser isn\u2019t running (see below). Sadly on Windows, however, the browser process still has to be running to display a notification.<\/p>\r\n\r\n[caption id=\"attachment_10979\" align=\"alignnone\" width=\"904\"]<img class=\"wp-image-10979 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-7.png\" alt=\"Web push notification on desktop\" width=\"904\" height=\"492\" \/> Example of web push notification on desktop (macOS with Safari)<\/em>[\/caption]\r\n\r\nHowever, principally the message remains the same: small piece of text, an image and a hyperlink to wherever you want to take the user (see below).<\/p>\r\n\r\n[caption id=\"attachment_10978\" align=\"alignnone\" width=\"904\"]<a href=\"https:\/\/www.izooto.com\/blog\/native-chrome-push-notification\"><img class=\"wp-image-10978 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-8.png\" alt=\"Chrome web push notification on macOS\" width=\"904\" height=\"228\" \/><\/a> Google Chrome web push on macOS. Source: <a href=\"https:\/\/www.izooto.com\/blog\/native-chrome-push-notification\" target=\"_blank\" rel=\"noopener noreferrer\">iZooto<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Key Do\u2019s and Don\u2019ts of Web Push Notifications<\/h3>\r\nIf you follow these rules, you\u2019ll definitely leverage enough value from web notifications to make them worthwhile:<\/p>\r\n<ol>\r\n\t<li>Avoid hitting a user on session 1 with the official (hard) browser opt-in dialog box.<\/li>\r\n\t<li>Always use soft opt-ins.<\/li>\r\n\t<li>Manage browser notifications as part of your multi-channel strategy alongside app push, email, SMS, app inbox, web interstitials and in-app messages.<\/li>\r\n\t<li>Use your <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-channel messaging platform<\/a> to derive the optimal \u201cmagic moment\u201d to prompt the user for opt-in, as this may well not be in the first session.<\/li>\r\n\t<li>A\/B test your soft opt-in imagery and copy to maximise your opt-in rates.<\/li>\r\n\t<li>Use sparingly\u2014browser notifications are relatively intrusive (particularly on mobile), so target and segment them accurately to make messaging highly relevant, and use personalisation wherever possible.<\/li>\r\n<\/ol>\r\n<h3>A Recap on Browser Push<\/h3>\r\nIn conclusion, if you have a messaging platform that supports browser notifications, and you don\u2019t have 90%+ of your web traffic coming just from mobile web devices running iOS, then you should be starting to incorporate this channel into your marketing mix.<\/p>\r\nBrowser push notifications are no longer new, untested, and unproven\u2014they have been around for years, and if you aren\u2019t using them, many of your competitors are currently or will be in the near future (<a href=\"https:\/\/www.mobiloud.com\/blog\/google-web-push-notification-permission-2020strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">8% of the largest 10,000 sites in the world are using them already<\/a>).<\/p>\r\nQuite simply, when used correctly, they hold value. They aren\u2019t a silver bullet and using them alone a marketing strategy does not maketh, but using them alongside your other channels in a coherent and value-led campaign structure will deliver for you.<\/p>\r\nPlease don\u2019t hesitate to reach out to our team of experts at <a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsultMyApp<\/a>, as we\u2019d be delighted to have an open conversation and provide some impartial guidance, expertise and share some of our experience with you on this subject and across the digital marketing spectrum.<\/p>","post_title":"The Art of Web Push Notifications","post_excerpt":"Web push notifications are a useful tool for the modern-day marketer, as the experts at ConsultMyApp demonstrate why and how in this blog.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"art-web-push-notifications","to_ping":"","pinged":"","post_modified":"2020-11-23 09:05:55","post_modified_gmt":"2020-11-23 17:05:55","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10968","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/art-web-push-notifications\/"},{"ID":10851,"post_author":"43","post_date":"2020-09-22 22:28:11","post_date_gmt":"2020-09-23 05:28:11","post_content":"Good things come in fives: Queer Eye\u2019s Fab Five; the Spice Girls; the Power Rangers. Next up on the list? The 5 steps to an effective growth marketing strategy.<\/p>\r\nExecuting an agile growth marketing strategy, built on a test and iterate philosophy, that also hits at the individual level can seem daunting\u2026or maybe even impossible. But fear not! Sam Larsen, Director of Growth at Mixpanel, and Garin Hobbs, Expert Personalization Strategist at Iterable, break it down into a tried-and-true 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\u2014something that is especially important as we\u2019re all called to be attuned to each and every consumer need.<\/p>\r\nJoin us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 5 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":"5 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":"2020-10-07 14:08:40","post_modified_gmt":"2020-10-07 21:08:40","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&p=10851","menu_order":12,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":42,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/5-steps-to-an-effective-growth-marketing-strategy\/"},{"ID":10956,"post_author":"7","post_date":"2020-09-22 09:23:51","post_date_gmt":"2020-09-22 16:23:51","post_content":"<a href=\"https:\/\/www.inboxarmy.com\/?utm_source=Iterable&utm_medium=blog&utm_campaign=holiday_article\" target=\"_blank\" rel=\"noopener noreferrer\">InboxArmy<\/a>, headquartered in Texas, is a full-service email marketing agency that works with brands of all sizes to deliver best-in-class quality service, production, and support.<\/em><\/p>\r\nRead their guest contribution to the Iterable blog to learn eight tactics to prepare for the 2020 holiday season.<\/em><\/p>\r\nThe 2020 holiday season might well be the most challenging year since the economic collapse of 2008\u2014or ever.<\/p>\r\nThe pandemic and its resulting economic disruptions are obvious hurdles, but marketers will face some unique unknowns heading into the holiday marketing season:<\/p>\r\n<ul>\r\n\t<li>People will buy, but consumers are divided in how, when and how much they will buy.<\/li>\r\n\t<li>Unexpected supply chain disruptions could force brands into last-minute scrambles on one end of the spectrum, while predicted shipping bottlenecks could keep purchases from reaching buyers\u2019 doorsteps in time.<\/li>\r\n\t<li>Creating a coherent marketing strategy is harder when some parts of the world are still suffering the full effects of the pandemic and its economic and social upheavals while others have recovered.<\/li>\r\n<\/ul>\r\nThese are big unknowns, but they\u2019re no reason to feel doom and gloom about your holiday 2020 planning. Knowing where uncertainties are means you can anticipate them in your marketing plans and be ready to switch gears as needed.<\/p>\r\n<h3>6 Goals for Successful Holiday 2020 Marketing\u00a0<\/h3>\r\nRethinking your messaging plans will be vital to connect with customers and give them reasons to continue engaging with your brands and marketing programs. These six broad goals will help you focus your attention on where your customers are this year.<\/p>\r\nKeep reading to see tactics that can help you achieve these goals.<\/p>\r\n<ol>\r\n\t<li>Use all the communication channels in your marketing mix to keep tabs on consumer behavior and recognize when conditions are signaling the need to change lanes.<\/li>\r\n\t<li>Find new ways to break through more inbox clutter than usual.<\/li>\r\n\t<li>Create messages with irresistible promotions and capitalize on loyalty to demonstrate value.<\/li>\r\n\t<li>Work harder to gain consumer trust for in-store shopping.<\/li>\r\n\t<li>Give customers more choices for buying, paying for and receiving merchandise.<\/li>\r\n\t<li>Above all, reassure customers that you understand the many ways our world has changed this year and that you are there to support them and help them have the best holiday possible.<\/li>\r\n<\/ol>\r\n<h3>What You Can\u2019t Do This Year: Copy 2019's Holiday Playbook<\/h3>\r\nThese trends make holiday 2020 planning more complex than ever:<\/p>\r\nConsumer sentiment is slowly turning more optimistic in areas where COVID-19 rates have stabilized and more jobs return to the economy<\/strong>. However, economists are warning that <a href=\"https:\/\/www.reuters.com\/article\/us-health-coronavirus-consumer-pricing-i\/coffee-ketchup-and-nike-air-max-its-the-covid-consumer-economy-idUSKBN25S4SB\" target=\"_blank\" rel=\"noopener noreferrer\">increases in discretionary spending and more positive outlooks that surfaced this summer could reverse<\/a> as unemployment benefits and foreclosure and eviction moratoriums end or the virus resurges.<\/p>\r\nThe shift to e-commerce this year is real but receding slightly as customers return to in-store shopping<\/strong>. eMarketer predicted in September that <a href=\"https:\/\/www.emarketer.com\/content\/us-ecommerce-sales-grew-by-nearly-third-q2\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce will grow 14.5% from 2019 to 2020<\/a>, up from 11% from 2019 to 2020 but scaled back from an 18% increase predicted in May. Also, a PYMNTS\/PayPal study found <a href=\"https:\/\/www.pymnts.com\/study\/the-how-we-shop-report-september-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">40% of consumers say they have permanently shifted to e-commerce<\/a>.<\/p>\r\nAt the same time, Coresight research finds the percentage of <a href=\"https:\/\/coresight.com\/research\/us-survey-update-consumers-continue-to-return-to-shopping-centers-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. consumers avoiding shopping centers fell from 66% in July to 57% in September<\/a> while consumers are <a href=\"https:\/\/coresight.com\/research\/us-survey-update-consumers-continue-to-return-to-shopping-centers-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">tentatively opening their wallets on discretionary spending like apparel<\/a>.<\/p>\r\nBlack Friday might fizzle this year<\/strong>. A delayed Amazon Prime Day (from July to possibly early October) and the expansion of <a href=\"https:\/\/go.forrester.com\/blogs\/what-to-expect-on-singles-day-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alibaba\u2019s Singles Day<\/a> (Nov. 11) beyond China could pull even more holiday shopping money away from Black Friday and Cyber Monday.<\/p>\r\nSingles Day, the world\u2019s biggest one-day sales event, took in $38 billion in 2019, compared to an estimated $8 billion for Amazon, but many brands start counter-promoting for each event several weeks ahead. Coresight predicts <a href=\"https:\/\/coresight.com\/research\/three-things-you-need-to-know-amazon-prime-day-2020-expected-october-timing-to-draw-forward-holiday-spending\/?relatedposts=related_posts\" target=\"_blank\" rel=\"noopener noreferrer\">48% of U.S. consumers will shop on Prime Day<\/a>, spending about $8 billion, up from an estimated $6 billion in 2019.<\/p>\r\nConsumers might be warming up to in-store shopping, but they expect stores to keep them safe<\/strong>. Black Friday\u2019s \u201cdoorbusters\u201d atmosphere might not resonate with the majority of consumers who still hesitate at spending time in crowded stores.<\/p>\r\n\u201cConsumers are actively looking for use of masks and physical barriers when deciding where to shop in-store, and the importance of this visible safety sign has increased since our first measure in May,\u201d a <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\">McKinsey survey reports<\/a>. Also, <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/5-fundamentals-holidays?utm_source=PublicationEmail_MarketingDive&utm_medium=email&utm_campaign=2020_AMER_PLS_Holiday_eBook\" target=\"_blank\" rel=\"noopener noreferrer\">buying online but picking up in the store or at curbside grew 195%<\/a> from January to June.<\/p>\r\n<h3>8 Tactics for Holiday Marketing in 2020<\/h3>\r\n1. Update segmentation and personas<\/strong>. We\u2019ve seen advice that claims your pre-pandemic data is out of date. That\u2019s a little drastic. You don\u2019t have to throw out everything you know about your customers. But you should track pre- and post-pandemic data to discover new buying patterns, preferences and interests and update your knowledge base.<\/p>\r\n2. Lean on loyalty and brand value<\/strong>. Do more to promote the benefits of your loyalty programs to increase sign-ups. Use your loyalty data to drive segmentation and message targeting. Bump up customers who are close to achieving a new tier. Offer members special VIP benefits, and promote them in your broadcast emails so nonmembers see what they\u2019re missing.<\/p>\r\nIf you don\u2019t offer a loyalty program, continually remind customers about the value of doing business with your brand, as <a href=\"https:\/\/iterable.com\/customers\/case-study\/fabfitfun\" target=\"_blank\" rel=\"noopener noreferrer\">FabFitFun<\/a> does in this email.<\/p>\r\n\r\n[caption id=\"attachment_10959\" align=\"alignnone\" width=\"742\"]<img class=\"wp-image-10959 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-1-FabFitFun.png\" alt=\"FabFitFun Member Perks email\" width=\"742\" height=\"2854\" \/> FabFitFun uses email to keep subscribers engaged by focusing on memberships perks, especially on benefits they might not realize they have.\u00a0 Image via MailCharts.<\/em>[\/caption]\r\n\r\n4. Highlight your efforts to support your local communities<\/strong>. Many brands use holiday emails to promote contributions or other ways to support their company charities. This year the stakes might well be higher.<\/p>\r\nMany consumers have said their opinions about brands can be affected by their support for their communities, customers and workers during the COVID-19 pandemic. Let your customers know what your company is doing to show its support and give customers the opportunity to participate in a meaningful way.<\/p>\r\n<a href=\"https:\/\/iterable.com\/webinars\/how-lovepop-pushes-the-envelope-with-advanced-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lovepop<\/a> created a unique card collection to benefit equipment for healthcare workers in 2020. The company creates credibility and avoids virtue signaling by not adding its brand or product images to the photos in the email.<\/p>\r\n\r\n[caption id=\"attachment_10964\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-10964 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-2-Lovepop.png\" alt=\"Lovepop COVID-19 email\" width=\"936\" height=\"3624\" \/> This Lovepop email is clear about what customers need to do to participate\u2014what to buy, how to contribute, where the money goes\u2014and expands its appeal by including customers\u2019 social media images of frontline workers. Image via MailCharts.<\/em>[\/caption]\r\n\r\n5. Strive for new ways to demonstrate value besides discounts<\/strong>. Create message streams for new segments, and vary discounts and offers based on customer history, past purchases, browse behavior and other signals.<\/p>\r\n\r\n[caption id=\"attachment_10963\" align=\"alignnone\" width=\"936\"]<img class=\"size-full wp-image-10963\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-3-Boll-Branch.png\" alt=\"Boll & Branch holiday email\" width=\"936\" height=\"1560\" \/> <a href=\"https:\/\/www.bollandbranch.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Boll & Branch<\/a>\u2019s gift guide using the popular \u201c12 Days of Christmas\u201d email stream, can be adapted to create VIP-only, limited-run email series for loyalty members, high-value purchasers, first-purchasers and others. Image via MailCharts.<\/em>[\/caption]\r\n\r\n6. Prepare customers for changes<\/strong> in in-store or online shopping, ordering and delivery by including information in every message or devoting stand-alone messages that promote services like in-store or curbside pickup, contactless payment and other services.<\/p>\r\nAlthough you might have sent emails with this information when your locations were in the process of reopening, remind customers now, especially if you have stores in multiple locations with differing quarantine rules. \r\n \r\n<a href=\"https:\/\/www.acnestudios.com\/us\/en\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Acne Studios<\/a> used a stand-alone email to explain how its curbside pickup works and what customers could expect from new store conditions.<\/p>\r\n\r\n[caption id=\"attachment_10962\" align=\"alignnone\" width=\"784\"]<img class=\"wp-image-10962 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-4-Acne-Studios.png\" alt=\"Acne Studios curbside pickup email\" width=\"784\" height=\"2330\" \/> Acne Studios used a stand-alone email to explain how its curbside pickup works and what customers could expect from new store conditions. Image via MailCharts.<\/em>[\/caption]\r\n\r\n7. Expect the unexpected<\/strong> by using real-time data and other factors that updates content based on location, promo deadlines or merchandise availability. You can create one message with regional variations or update content fast if something changes at the last minute (merchandise sells out or is unavailable, stores open or close unexpectedly, and more.<\/p>\r\nThis can reduce customer frustration and disappoint\u2014a key strategy all year long and super-important during the holidays.<\/p>\r\n\r\n[caption id=\"attachment_10961\" align=\"alignnone\" width=\"684\"]<img class=\"wp-image-10961 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-5-Torrid.png\" alt=\"Torrid's "Today's Deal"\" width=\"684\" height=\"522\" \/> This excerpt from a Torrid email uses dynamic content to swap out an expired promo with a default offer. Image via MailCharts.<\/em>[\/caption]\r\n\r\n8. Show your customers you\u2019re in their corner<\/strong>. Break up your usual promotional stream with messages of support like the <a href=\"https:\/\/www.orvis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Orvis<\/a> email below. Add gift guides with merchandise at a wide range of price points to appeal to both cash-strapped customers and those without those restraints.<\/p>\r\n\r\n[caption id=\"attachment_10960\" align=\"alignnone\" width=\"662\"]<img class=\"wp-image-10960 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-6-Orvis.png\" alt=\"Orvis "Moment of Chill" email\" width=\"662\" height=\"1268\" \/> Orvis sent this email at the outset of the pandemic. The circumstances are different but the message is easily repurposed to give customers a moment of respite in what could be a fraught holiday season. Image via MailCharts.<\/em>[\/caption]\r\n\r\nWant to know exactly the steps you need to take to tackle holiday 2020 planning? See below for InboxArmy's pre-send assessment checklist.<\/p>\r\n<img class=\"alignnone size-full wp-image-10958\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092320_Holiday-Marketing_Checklist.png\" alt=\"Holiday Marketing Pre-Send Assessment Checklist\" width=\"600\" height=\"875\" \/><\/p>\r\n<h3>Conclusion: Give Customers a Reason to Believe<\/h3>\r\nAlthough it hasn\u2019t garnered the same media attention as the shift to digital or changes in spending habits, consumers\u2019 interest in doing business with brands whose values reflect their own has grown during the pandemic.<\/p>\r\nAn August survey by the <a href=\"https:\/\/www.pwc.com\/us\/en\/library\/covid-19\/building-trust-ESG-commitments.html\" target=\"_blank\" rel=\"noopener noreferrer\">Edelman Trust Barometer<\/a>, which measures consumer trust and expectations in brands, found 65% agreed with the statement, \u201cHow well a brand responds to this crisis will have a huge impact on my likelihood to buy that brand in the future.\u201d<\/em><\/p>\r\nAll this means much more is riding on your holiday marketing program than ever before. Knowing what\u2019s to come and that you will need more flexibility and a stronger communication of your values and concern for your customers will help you make decisions that will benefit your customers as well as your brand and position you for reaping growth when full recovery comes.<\/p>","post_title":"Marketing for the Unexpected in Holiday 2020","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-unexpected-holiday-2020","to_ping":"","pinged":"","post_modified":"2020-09-22 12:53:27","post_modified_gmt":"2020-09-22 19:53:27","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/"},{"ID":10825,"post_author":"10","post_date":"2020-09-17 08:21:13","post_date_gmt":"2020-09-17 15:21:13","post_content":"Here\u2019s a fun fact: the concept and practice of segmentation was introduced way back in the 1950s. As the creator himself, professor Wendell Smith, put it:<\/p>\r\n<blockquote>\r\n\"[In lieu of mass markets], attention to smaller or fringe market segments, which may have small potentials individually but are of crucial importance in the aggregate can yield greater consumer satisfaction, continued profitability, and a more secure market position.\"<\/em><\/p>\r\n<\/blockquote>\r\nIt\u2019s hard to imagine where we as marketers would be without old Wendell there. And yet here we are\u201470 years later\u2014still championing the importance of segmentation as one of the most important personalization tactics we call upon.<\/p>\r\n<h3>Digital Strokes for Digital Folks<\/h3>\r\nThough the original premise of segmentation as it was devised still rings true, the strategies we use to execute in our day-to-day have significant room for growth. Thanks to modern technology, consumer choice reigns supreme and marketers are tasked with pushing the boundaries of their brands' experiences.<\/p>\r\nThankfully, this tech-driven shift has also armed B2C marketers with more than enough data to create highly specific customer segments. Customers want us to use their data for good and show them that, yes, it was indeed worth handing over their personal information in exchange for something worthy of their time.<\/p>\r\nAnd that entire process all starts with segmentation.<\/p>\r\nBecause in today\u2019s digital-first world, it takes much more than simply knowing a customer\u2019s age, gender and occupation to uncover their true motivations behind their engagements and transactions.<\/p>\r\n<h3>Guiding You on the Path to Personalization<\/h3>\r\nLast month, we introduced you to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">\"Core 4\" pillars of personalization<\/a>:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\nAnd yesterday, we unveiled our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> so you can see how you score on each of those pillars to better assess your current marketing strategy and how to level up.<\/p>\r\nBut wait\u2014there's more! Each month this fall, we're diving deep into one of these pillars, providing several valuable resources to boost your knowledge and improve your skills\u2014including foundational playbooks, insights from marketing experts and video tutorials of how to achieve advanced personalization using the Iterable platform.<\/p>\r\nIn September, we're kicking things off with our first pillar: User Segmentation<\/strong>.<\/p>\r\n<h3>Introducing Our Personalization Playbook on User Segmentation<\/h3>\r\nInside our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a>, we expose the flaws of over-reliance on traditional segmentation strategies and present a four-step framework for building the perfect audience for every campaign.<\/p>\r\nWe not only highlight real-life examples and applications from innovative brands, but we also offer an interactive self-assessment for marketers to document the strategic details of their company's segmentation approach.<\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and keep reading for a sneak peek at what's in store!<\/p>\r\n<h4>The 4 Steps You Need to Build Your Perfect Audience<\/h4>\r\nTo build your perfect audience, marketers can use a process called the <a href=\"https:\/\/smile.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&dchild=1&keywords=4+disciplines+of+execution+book&qid=1598304679&sprefix=4+disciplines+of%2Caps%2C205&sr=8-2&sa-no-redirect=1\" target=\"_blank\" rel=\"noopener noreferrer\">4 Disciplines of Execution framework (4DX)<\/a>, developed by the leading consulting and training group behind The 7 Habits of Highly Effective People<\/em>.<\/p>\r\nThe intent of 4DX to take strategic objectives like segmentation and turn them into an actionable how-to plan.<\/p>\r\nAs applied to segmentation, the four steps are:<\/p>\r\n<ol>\r\n\t<li>Reflect and visual your ideal audience<\/li>\r\n\t<li>Select your data points<\/li>\r\n\t<li>Build and send a test campaign<\/li>\r\n\t<li>Report progress weekly<\/li>\r\n<\/ol>\r\nLet\u2019s break down each of the steps, one by one.<\/p>\r\n<h5>Step #1: Reflect and Visualize Your Ideal Audience<\/h5>\r\nInstead of trying to come up with a comprehensive segmentation strategy for your entire database, reflect and visualize what your ideal audience looks like.<\/strong><\/p>\r\nBut here\u2019s the caveat: Just choose one.<\/p>\r\nWhy? Because the first discipline of 4DX is to focus on one or two goals<\/strong>. Otherwise, you\u2019ll get caught up in accomplishing everyday tasks, which <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&dchild=1&keywords=4+disciplines+of+execution+book&qid=1598304679&sprefix=4+disciplines+of%2Caps%2C205&sr=8-2\" target=\"_blank\" rel=\"noopener noreferrer\">FranklinCovey refers to as \u201cthe whirlwind.\u201d<\/a><\/p>\r\nYour ideal customer may be a new market segment. It could be a set of existing customers that you\u2019re rolling out a new product to. Whoever it is, make sure you\u2019re clear on who you\u2019re trying to attract to your brand.<\/p>\r\nYou can remind yourself who this type of customer is by asking your team and organization members, referencing previous company goals and strategy documents, <a href=\"https:\/\/www.digitalmarketer.com\/blog\/customer-avatar-worksheet\/\" target=\"_blank\" rel=\"noopener noreferrer\">doing a customer avatar exercise<\/a>, or <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">conducting a survey<\/a>.<\/p>\r\nOnce you have a good grasp on who that ideal customer is, now we can focus on the following question:<\/p>\r\n<blockquote>\r\nWhat is your team currently doing with segmentation that gets you closer to your ideal customer?<\/strong><\/em><\/p>\r\n<\/blockquote>\r\nSo before you try segmenting your entire database, always ask yourself the ideal audience you\u2019re trying to attract.<\/p>\r\nThat\u2019s just a preview of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">what\u2019s inside the full playbook<\/a>! Learn the details behind the other three steps of the framework <\/em>and see how Iterable customers have incorporated these concepts as part of their own compelling segmentation strategies.<\/em><\/p>\r\n<h3>User Segmentation, Brought to You By Iterable<\/h3>\r\nWhen it comes to sophisticated segmentation, marketers love using the Iterable platform for its ability to tap into stack-wide data when designing user segments.<\/p>\r\nEngagement interactions aren\u2019t isolated to messaging channels alone\u2014extracting valuable nuggets of detail and nuance from websites, apps and social pages, and applying them to your segmentation logic really hones in on the true experiences of unique customers.<\/p>\r\nIt's through this kind of capability where marketers transcend past target audiences and start reaching exact individuals. This is how marketers achieve step one of the 4DX framework.<\/p>\r\nMarketers now know<\/em> who their ideal customers are after combing through their various data\u2014applying it with Iterable's real-time segmentation logic responds to each individual at the opportune moment.\u00a0<\/p>\r\nSounds great, right? Well, it\u00a0looks<\/em> even better. In the video below, solutions consultant Niki Simonutti demonstrates how marketers using Iterable to connect with millions of their ideal customers.<\/p>\r\n[embed]https:\/\/www.youtube.com\/embed\/Cz8Htjf1Ktg[\/embed]<\/p>\r\nSegmentation sets the stage for transformative marketing experiences to seamlessly unfold. It's the first of four critical pillars of the personalization process and one that reaps big rewards when further refined as part of an all-encompassing marketing strategy.<\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and set the wheels in motion for a reimagined customer experience.\u00a0<\/p>\r\n<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\"><img class=\"alignnone size-full wp-image-10924\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x192.png\" alt=\"Our Playbook to Modern User Segmentation: Get the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"How to Build Your Perfect Audience With User Segmentation","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"build-perfect-audience-user-segmentation","to_ping":"","pinged":"","post_modified":"2020-09-17 08:21:13","post_modified_gmt":"2020-09-17 15:21:13","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10825","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/"},{"ID":10882,"post_author":"35","post_date":"2020-09-16 13:54:56","post_date_gmt":"2020-09-16 20:54:56","post_content":"Gut checks are good. They keep you grounded and help you level set to ensure you aren\u2019t going off track. For marketers, the gut check is crucial to understanding if your campaigns are achieving what you intended for them to achieve.\u00a0<\/p>\r\nAnd for the <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/#39fa44f62a94\" target=\"_blank\" rel=\"noopener noreferrer\">majority of marketers today<\/a>, the top priority is personalization\u2014connecting with the customer at an individual level to create a memorable experience worth revisiting over and over again. Sometimes, though, life (and data and resources and countless other things) can get in the way.<\/p>\r\nAs the holiday season approaches, it\u2019s the perfect time to conduct a personalization gut check, and we\u2019ve got you covered. The whole team at Iterable is excited to introduce to you a valuable new tool: our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>.<\/p>\r\nBy taking a quick quiz and sharing your contact information to receive your scorecard, you will be able to better understand where you stand with regard to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">core pillars of personalization<\/a>. Your results will allow you to better assess your current personalization strategies and identify opportunities for growth.<\/p>\r\nHere\u2019s a bit more about what you can expect.<\/p>\r\n<h3>About the Personalization Maturity Model<\/h3>\r\nAs mentioned, the model is based upon the four core pillars of personalization:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\nThese four pillars are integral to understanding how to maximize your data and resources for enhanced personalization.\u00a0<\/p>\r\nThrough our experience working with hundreds of industry-leading brands, we have found that personalized campaigns typically fall within three levels: Reactive Personalization, Proactive Personalization, and Individualization.\u00a0<\/p>\r\nKeep reading for a brief description of each of these levels so you can start anticipating where your marketing strategies might sit today.<\/p>\r\n\r\n[caption id=\"attachment_10886\" align=\"alignnone\" width=\"1024\"]<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\"><img class=\"wp-image-10886 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Personalization-Maturity-Chart-Scorecard-Landing-Page-Graphic.png\" alt=\"Personality Maturity Model Scorecard\" width=\"1024\" height=\"953\" \/><\/a> Click the image to see how you score!<\/em>[\/caption]\r\n\r\n<h4>Level 1: Reactive Personalization<\/h4>\r\nReactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive Personalization<\/h4>\r\nProactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\nIndividualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h3>See How You Score<\/h3>\r\nSo what are you waiting for? Your gut knows it\u2019s always a good time to assess where you are and where you\u2019re headed, especially when it comes to personalization.<\/p>\r\nWhether you\u2019re just getting started at Level 1 or leading the charge in Level 3, our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> can help show you where there\u2019s room for improvement, so you can take the next step.<\/p>\r\n\u00a0<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\"><img class=\"alignnone wp-image-10902 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_620X240-CTA-BANNER-1.png\" alt=\"Personalization Maturity Model: Take the Quiz\" width=\"2584\" height=\"1001\" \/><\/a><\/p>","post_title":"Introducing the Personalization Maturity Model","post_excerpt":"We are excited to introduce to you the personalization Maturity Model, a framework for understanding where your personalizations efforts are strongest. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-personalization-maturity-model","to_ping":"","pinged":"","post_modified":"2021-01-29 10:52:19","post_modified_gmt":"2021-01-29 18:52:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10882","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/"},{"ID":11417,"post_author":"38","post_date":"2020-09-10 12:17:15","post_date_gmt":"2020-09-10 19:17:15","post_content":"Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11420\" align=\"alignnone\" width=\"1200\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Top-10-Mobile-Marketing-Resources-Infographic.pdf\"><img class=\"wp-image-11420 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Top-10-Mobile-Marketing-Resources-Infographic-1.png\" alt=\"\" width=\"1200\" height=\"5733\" \/><\/a> Click the infographic to zoom in and download a copy!<\/em>[\/caption]","post_title":"The Top 10 Mobile Marketing Resources [Infographic]","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-top-10-mobile-marketing-resources-infographic","to_ping":"","pinged":"","post_modified":"2020-11-10 12:22:22","post_modified_gmt":"2020-11-10 20:22:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11417","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"0"}],"term_slugs":["infographic"],"term_names":["Infographic"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/the-top-10-mobile-marketing-resources-infographic\/"},{"ID":10827,"post_author":"70","post_date":"2020-09-10 10:15:42","post_date_gmt":"2020-09-10 17:15:42","post_content":"Pre-planning for the holiday shopping season is not new, but this year, so much remains uncertain and it seems like the stakes have never been higher.<\/p>\r\nTo achieve your vision of sugarplums and record-breaking sales, we wanted to use the popular story of Goldilocks as an allegory of how to tackle a common challenge for marketers during the holidays: how to grab customer attention and incentivize their purchases.<\/p>\r\n(\"Bear\" with us\u2014this will all make sense, we promise!)<\/p>\r\n<h3>You Can Learn a Lot From a Classic<\/h3>\r\nYou're likely already familiar with the fairytale of Goldilocks and the Three Bears, but just in case, here's a quick summary: A presumptuous little girl is wandering in the forest and breaks into a house owned by a family of bears. She eats their porridge until she finds the bowl that's \"just right,\" makes herself comfortable on all their furniture, then gets caught sleeping in their bed and runs away.\u00a0<\/p>\r\nFairytales were initially crafted to teach kids moral life lessons, but marketers can also learn a lot from the Goldilocks fable if they re-interpret it. Rather than see it as a violation of hospitality, what if we wanted to convince Goldilocks to come inside?<\/p>\r\nTry looking at it from the perspective of the customer journey:<\/p>\r\n<blockquote>\r\nYou see, Goldilocks is a customer. She\u2019s opinionated, jumps at the opportunity for a freebie, and is quality-conscious. The house of the Three Bears is a brand\u2019s multi-channel presence. Each touchpoint\u2014from the door to the bed\u2014is an interaction between brand and customer.<\/em><\/p>\r\nTo grab Goldilocks' attention, make her feel comfortable, and want to come back, the Three Bears (the marketing team) need to craft a seamless customer journey that's \"just right.\" They need to make each interaction matter by crafting messaging that serves value, is personalized and nuanced, encourages loyalty, and establishes trust.<\/em><\/p>\r\n<\/blockquote>\r\nAs we approach the holiday shopping season, it's important that brands get strategic about their holiday marketing to get ahead. After all, even ignoring the dramatic rise of <a href=\"https:\/\/www.digitalcommerce360.com\/article\/coronavirus-impact-online-retail\/\" target=\"_blank\" rel=\"noopener noreferrer\">pandemic-driven e-commerce<\/a>, Goldilocks has plenty of houses (brands, in our case) to choose from.<\/p>\r\nIn fact, her entire forest path is lined with ads, arrows, and deals. Her phone is blowing up with push notifications and door-busting social media deals. How can you capture Goldilocks' attention and lead her to your house in a saturated market? And how can you make her stay?\u00a0<\/p>\r\nIn this second installment of our three-part <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday shopping series<\/a>, we explore an issue that's plaguing every brand in the market: consumer attention scarcity.<\/p>\r\n<h3>Once Upon a Time: Grab Goldilocks' Attention<\/h3>\r\nIn the Three Bears' house, Goldilocks is on the prowl for the \"perfect\" bowl of porridge. She tried three bowls before settling on one: the first is too hot, the second too cold, and the third \u201cjust right.\u201d What can marketers learn from this?<\/p>\r\nChoices matter.<\/p>\r\n<h4>Lead Goldilocks to the porridge<\/h4>\r\n\"<a href=\"https:\/\/www.mycustomer.com\/community\/blogs\/colin-shaw\/leading-your-customer-to-the-right-choice\">Choice Architecture<\/a>\" describes how the presentation of information affects people's decision making. Framing is the tone and themes you employ to present options. How you frame choices to customers changes their decisions.<\/p>\r\nFor example, if you want customers to buy your products or sign up for your services, you should frame a bonus, discount, or reward around the offer for those who follow through. \u00a0You have given them a choice and framed it as a bonus if they agree to it.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10838\" align=\"alignnone\" width=\"1842\"]<img class=\"size-full wp-image-10838\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-09-at-2.43.01-PM.png\" alt=\"Breo Box subscription plans\" width=\"1842\" height=\"1128\" \/> For subscription services like <a href=\"https:\/\/www.breobox.com\/pages\/subscribe\" target=\"_blank\" rel=\"noopener noreferrer\">Breo Box<\/a>, customers have the choice of a seasonal or annual plan. This great example of framing encourages loyalty and maximizes lifetime value.<\/em>[\/caption]\r\n\r\nChoice architecture is crucial in all aspects of a business model, but what does it mean specifically for your holiday shopping experience?<\/p>\r\nMarketers can also use choice to strategically remove friction, upsell and cross-sell to increase average order value, or even gamify the decision-making process altogether, as seen in Forever 21's Black Friday promotion below.<\/p>\r\n\r\n[caption id=\"attachment_10830\" align=\"alignnone\" width=\"587\"]<img class=\"wp-image-10830 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Forever-21-black-friday-email-examples-587x1024.jpg\" alt=\"\" width=\"587\" height=\"1024\" \/> Forever 21's Black Friday scratch-off deal makes holiday shopping feel like winning the lottery.<\/em>[\/caption]\r\n\r\n<h4>What made the porridge \"just right?\"<\/h4>\r\nA foundation of consumer marketing is the pliable nature of our decision-making process. When faced with a choice, we\u2019re expected to be rational shoppers who will study our options and make a decision based on the information available.<\/p>\r\nHave you ever noticed that when buying software, you\u2019re often given Basic, Middle, and Premium package options? You probably assumed that the company would prefer you buy the Premium package. They likely do, of course, but more importantly, they\u2019re priming you for Middle. \r\n \r\nThis anchoring method is incredibly effective, and research shows that the vast majority of customers will go for the \u201cmiddle\u201d option. Why? It plays on a natural impulse: <a href=\"https:\/\/www.anderson.ucla.edu\/faculty-and-research\/anderson-review\/extremeness-aversion\" target=\"_blank\" rel=\"noopener noreferrer\">our desire to avoid extremes<\/a>. The middle option is the best of both worlds\u2014quality, and affordability. Not too hot; not too cold. It's a perfect choice. \r\n \r\nIn crafting your holiday messaging, take heed to provide customers with options to ensure business. Marketers who can clarify the choice set with clear information may be in a position to sway consumer behavior past any habit to avoid an extreme.<\/p>\r\nTake this Black Friday email from Hush Puppies, a popular casual footwear brand. We often see selections for both men and women in apparel messaging, but Hush Puppies takes choice one step further by appealing to two women's personality types: \"Festive and flashy\" and \"Cute and comfy.\"<\/p>\r\n\r\n[caption id=\"attachment_10839\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-10839 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Hush-Puppies.png\" alt=\"Hush Puppies Black Friday email\" width=\"680\" height=\"4199\" \/> Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/must-haves-for-the-holidays-plus-theyre-on-sale\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nHoliday promotions are usually less personalized than <a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle campaigns<\/a> because they're reaching a much larger audience (<a href=\"https:\/\/iterable.com\/blog\/5-cool-personalization-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">but they certainly don't have to be!<\/a>), but this simple framing allows customers to choose the products that suit not just their needs, but their personal identities.<\/p>\r\nYou know your customers best, and the holidays are an excellent opportunity to prove it with messaging that is \"just right\" for them.<\/p>\r\n<h4>Goldilocks' choices in the pandemic<\/h4>\r\nDuring a time of complete uncertainty, choice makes us feel empowered, so presenting variety builds consumer confidence and drives purchases in the first place. When given a few options, our natural impulse is to choose one of them, instead of walking away and not choosing at all.<\/p>\r\nThe choices Goldilocks would make in a pandemic are based on the same factors customers appreciate right now: <a href=\"https:\/\/www.fastcompany.com\/90547627\/how-covid-19-created-a-new-kind-of-consumer-in-just-90-days\" target=\"_blank\" rel=\"noopener noreferrer\">\"health and safety [...] flexibility and control, time savings and overall convenience.\"<\/a><\/p>\r\nIn crafting your messaging this holiday season, ensure you're providing your customers with a variety of shopping options, whether it's through shipping, same-day delivery, curbside pickup, or Buy Online, Pickup in Store (BOPIS). With each choice, emphasize the ease of ordering, safety, speed and efficiency.<\/p>\r\nRetailers can lean on the flexibility of other industries to deliver that \"just right\" message, such as food and beverage. Take a look, for instance, at how Taco Bell offers choice in ordering.<\/p>\r\n\r\n[caption id=\"attachment_10840\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-10840 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Taco-Bell.png\" alt=\"Taco Bell delivery email\" width=\"680\" height=\"4423\" \/> Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/games-on-groups-here-tacos-delivered-\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\nNow, Taco Bell customers can satisfy their cravings in multiple ways, through delivery with Grubhub or by ordering ahead on the app and picking up at their nearest location.<\/p>\r\nConsumer behavior is ever-changing during the pandemic, so cover all your bases with multiple ways to make that sale. Regardless of the choice that Goldilocks makes, you'll be there to meet her needs.<\/p>\r\n<h3>Goldilocks and Your Holiday Marketing<\/h3>\r\nThe fable of Goldilocks and The Three Bears can teach us a lot about brand marketing\u2014especially during a pandemic. The key to ensuring your business succeeds this holiday season? Lean on choice architecture to meet your customers exactly where they are.<\/p>\r\nMake your Goldilocks right at home by providing a flexible, comfortable and effortless experience\u2014one that has her posting a rave review on Yelp about that incredible-tasting porridge and one-of-a-kind nap.<\/p>\r\nNeed a modern growth marketing platform that's \"just right\" for your organization? <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> and learn why leading brands trust Iterable to power their holiday campaigns.<\/em><\/p>","post_title":"What Goldilocks Has to Do With Holiday Marketing","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"goldilocks-holiday-marketing","to_ping":"","pinged":"","post_modified":"2020-09-10 10:15:42","post_modified_gmt":"2020-09-10 17:15:42","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10827","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/goldilocks-holiday-marketing\/"},{"ID":10803,"post_author":"70","post_date":"2020-09-03 10:29:46","post_date_gmt":"2020-09-03 17:29:46","post_content":"The unknowns of this year\u2019s holiday shopping season are plenty. But while the pandemic has stopped expected retail operations in its tracks, we do know that consumers will be spending for the holidays, no matter what.<\/p>\r\nThe solution to succeed in this uncertainty isn\u2019t forecasting product popularity, it\u2019s preparing. If you understand the roadblocks in your way, you can plan effectively, so your brand can approach the holiday season predisposed to perform. \r\n \r\nIn this three-part blog series, we\u2019ll be addressing common roadblocks to expect as you prepare for a Q4 like never before.<\/p>\r\nFirst on the list? Product scarcity.<\/p>\r\n<h3>Product Scarcity: When FOMO Gets Real<\/h3>\r\nHurry, supplies are limited! \r\n \r\nIt\u2019s human nature. When we\u2019re told we can\u2019t have something, our must-buy-now determination gets stronger.<\/p>\r\nThe fear of missing out (FOMO) has been used as a marketing tactic for years: <a href=\"https:\/\/business.time.com\/2011\/10\/27\/mcrib-fanatics-and-the-amazing-power-of-limited-availability\/\">McDonald\u2019s has teased customers with the McRib for limited engagements since the early 1980s<\/a> and out-of-production products, like <a href=\"https:\/\/www.nbcnewyork.com\/news\/local\/ny-crystal-pepsi-returns-1990s-nostalgia-clear-soda-pop\/1213160\/\" target=\"_blank\" rel=\"noopener noreferrer\">Crystal Pepsi, have skyrocketed online<\/a>, with bottles selling for hundreds of dollars on eBay.<\/p>\r\nOf course, savvy marketers often take advantage of this innate, competitive behavior to leverage growth in product sales. The fear of missing out on a deal or product during traditional Black Friday sales has encouraged families to cut Thanksgiving dinners short, opting instead to camp outside shopping malls for the doors to open. \r\n \r\nWhile FOMO is typically exploited in marketing, with brands offering exclusive products, private invitations, and limited-time offers, the scarcity that we are referencing is less conniving. When a product is legitimately limited, scarcity marketing takes another form: exclusivity.<\/p>\r\nIt\u2019s a tactic that many luxury car dealers, like Porsche, employ around limited-edition cars. It\u2019s a position that high-end retailers, like Herm\u00e8s with its coveted Birkin bag, use to drive mystique and rarity. And it works!<\/p>\r\nScarcity marketing drives up prices and demand around products that will run out. \r\n \r\nA great example of this is during the holiday season of 1996, the year that the <a href=\"https:\/\/www.questia.com\/read\/1G1-55710722\/tickle-down-economics\">\u201cTickle Me Elmo\u201d <\/a>toy was released. Demand for the toy was dismal until its showcase on the <a href=\"https:\/\/www.questia.com\/read\/1G1-55710722\/tickle-down-economics\">Rosie O'Donnell Show in early October 1996,<\/a> which coincided with the holiday shopping season. Mattel had only produced 400,000 units, so it was unprepared for this rise in demand. As a result, consumers who had acquired an Elmo sold the product independently, <a href=\"https:\/\/www.emaze.com\/@ATRIRLLW\/untitled\">via classified ads for $2,500<\/a>. \r\n \r\nAs we lean into 2020\u2019s holiday shopping season in our current economic and social state, scarcity marketing will no longer be an advanced and psychologically devious tactic. Scarcity will be a pervasive reality. <a href=\"https:\/\/www.nytimes.com\/2020\/02\/17\/business\/china-coronavirus-economy.html\">Chinese production is limited<\/a>. <a href=\"https:\/\/www.usda.gov\/media\/blog\/2020\/04\/16\/will-covid-19-threaten-availability-and-affordability-our-food\">Other warehouses and facilities across the U.S. have limited capacity as well<\/a>. With reduced supply for products across the board, brands will have an issue of supply, meaning the customers won\u2019t be able to purchase everything they want.<\/p>\r\nMarketers can do a lot of things, but manifesting products out of thin air sadly isn\u2019t one of these capabilities.<\/p>\r\nInstead, focus on these three recommendations for addressing product scarcity.<\/p>\r\n<h4>1. Embrace transparency to drive loyalty and customer LTV<\/h4>\r\n <\/p>\r\n<div>\r\n[caption id=\"\" align=\"alignnone\" width=\"502\"]<a href=\"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/everlane-winning-with-radical-transparency\/\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.26.07-AM.png\" alt=\"Everlane's "Radical Transparency"\" width=\"502\" height=\"356\" \/><\/a> Everlane\u2019s \u201cRadical Transparency\u201d in pricing sets its business apart.<\/em>[\/caption]\r\n\r\nCOVID-19 transformed customer loyalty. Plain and simple. When the world initially shut down, many consumers strayed from their normal shopping patterns to stockpile alternative products. \r\n \r\nBut many were faced with out-of-stock notices. These out-of-stocks drove consumers towards other brands; in fact, more than <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\">75% of consumers have tried new brands<\/a>, places to shop or methods of shopping during the pandemic. Product availability was the number one reason consumers sought new retailers. \r\n \r\nBut changed shopping habits aren\u2019t the only trends we\u2019re seeing. Customers are responding to brands that connect. Brands that are authentic and apologetic. The emotional connection that transparency drives isn\u2019t just repeat business\u2014it\u2019s loyal business. \r\n \r\nIn approaching product scarcity, it\u2019s a brand\u2019s duty to let their customers know\u2014as early as possible\u2014that products will be limited. If issues with delivery arise, and scarcity was not pre-communicated, it will likely cause immense friction with customers. <a href=\"https:\/\/amplitude.com\/blog\/why-churn-analysis-is-the-key-to-improving-customer-retention\">Friction, at any point in the customer experience, causes churn and lost business. \r\n \r\n<\/a>The formula for transparency is simple, but not easy. It\u2019s a combination of the retailer having what the customer wants, delivering good service, and creating a convenient experience.<\/p>\r\nThe only way for this to happen seamlessly is to message your capabilities, honestly and openly. Connect with empathy, and you\u2019ll be more likely to circumvent customer frustration and win loyalty.<\/p>\r\n<h4>2. Start your promotions early to give your shoppers a head start<\/h4>\r\nIf you thought that Black Friday shopping on Thanksgiving Day was excessive, we have some good news to share: This year, stores like <a href=\"https:\/\/www.cnbc.com\/2020\/07\/28\/best-buy-joins-walmart-target-in-closing-thanksgiving-day.html\" target=\"_blank\" rel=\"noopener noreferrer\">Target, Dick\u2019s Sporting Goods, and Walmart<\/a> are closing down in-store operations on Thanksgiving Day. Sales that have typically drawn enormous crowds and encouraged horrific shopping injuries, could present major safety risks during the pandemic. \r\n \r\nTo Black Friday traditionalists, retail holiday shopping closures on the most \u201csacred shopping day\u201d of the year seem alarming;\u2014wouldn\u2019t closed doors mean lost revenue? For companies like Dick\u2019s and Best Buy, shutting brick-and-mortar stores down isn\u2019t a profit concern.<\/p>\r\nIn fact, sales during the pandemic have radically raised retail revenue: Dick\u2019s Sporting Goods reported that e-commerce sales <a href=\"https:\/\/www.thestreet.com\/streetlightning\/stock-picks\/jim-cramer-dicks-best-buy-retail\">tripled in the second quarter<\/a> as a result of consumers spending more time exercising at home in response to the pandemic. <a href=\"https:\/\/www.startribune.com\/best-buy-s-online-sales-more-than-triple-to-highest-ever-but-stock-still-dips\/572214612\/\">Best Buy boasted a 242% jump in sales<\/a>\u2014the strongest online sales in the history of the company\u2014as shoppers built up their remote work stations.<\/p>\r\n<\/div>\r\n<div>\r\n<div>\r\n[caption id=\"\" align=\"aligncenter\" width=\"2796\"]<a href=\"https:\/\/www.bestbuy.com\/site\/electronics\/black-friday\/pcmcat225600050002.c?id=pcmcat225600050002\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.28.12-AM.png\" alt=\"Best Buy's Black Friday messaging\" width=\"2796\" height=\"1512\" \/><\/a> \u201cYou Don\u2019t Have to Wait to Get Great Prices on Tech Deals\u201d according to Best Buy's Black Friday messaging.<\/em>[\/caption]\r\n\r\nThe beauty of omni-channel businesses\u2014especially in this case\u2014is that, when one channel closes, there are many other channels still open. Best Buy, for instance, will compensate for Thanksgiving Day closures by offering holiday deals earlier in the season. \r\n \r\nTake a hint from these industry leaders\u2019 corporate decisions and start communicating discounts early. Be the brand that brings \u201cBlack Friday\u201d deals to the table before the mad rush. In addition to fast-tracking holiday sales, you\u2019ll be more likely to ensure that the gift-buying and discount-shopping experience is seamless.<\/p>\r\nOf course, you may be concerned that early discounts might be a gamble. If you discount your items now, what if you\u2019re the only one? What if other companies don\u2019t follow? How will this impact your bottom line?<\/p>\r\nEven if your competitors wait, the point of early action is to communicate empathy, reserve the customer\u2019s budget and drive long-term loyalty. \r\n \r\nOne of the best tips we\u2019ve ever been given is, \u201cThe best way to maximize the opportunity is to minimize failure.\u201d Communicate your product scarcity and your discounts early to capture the minds, hearts and wallets of customers.\u00a0<\/p>\r\nHow early? Now.<\/p>\r\n<h4>3. Know your customers and acknowledge their differences in shopping behavior \r\n \r\n<\/h4>\r\n<div>\r\n<dl id=\"\">\r\n<dt>\r\n[caption id=\"\" align=\"alignnone\" width=\"812\"]<img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.46.24-AM.png\" alt=\"Differences between Millennials and Generation Z\" width=\"812\" height=\"394\" \/> See, your sociology degree came in handy!<\/em>[\/caption]\r\n<\/dt>\r\n<\/dl>\r\n<\/div>\r\n<a href=\"https:\/\/www.rand.org\/pubs\/research_reports\/RRA308-6.html\">Online shopping was increasing (gradually)<\/a> even before COVID-19 began. When stay-at-home orders were announced, the slow rise in e-commerce adoption led to a huge and <a href=\"https:\/\/www.bigcommerce.com\/blog\/covid-19-ecommerce\/#understanding-panic-buying-and-coronavirus\">immediate boost of online shopping across the board<\/a>. Of course, brands are having to evolve to meet changing consumer needs.<\/p>\r\nBut before implementing a blanket strategy for holiday marketing, it's important to understand how consumer shopping behaviors have shifted. \r\n \r\nFor instance, here are some key generational trends to keep in mind when it comes to e-commerce:<\/p>\r\n<\/div>\r\n<ul>\r\n\t<li>Boomers<\/strong> are now past the initial learning curve of online shopping and over <a href=\"https:\/\/www.emarketer.com\/content\/pandemic-has-driven-boomers-increase-their-digital-shopping\" target=\"_blank\" rel=\"noopener noreferrer\">62% will be digital buyers this year<\/a>, so a seamless checkout experience will be key to earning their dollars.<\/li>\r\n\t<li>Millennials<\/strong> are the most concerned about the pandemic's impact, leading them to change their<a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/coronavirus-crisis-consumer-impact-new-data-on-purchase-decisions-and-behaviors\/\"> behavior more dramatically than other generations,<\/a> which includes cutting back on spending, stocking up on items, and spending less on experiences.<\/li>\r\n\t<li>Gen Z<\/strong> spends <a href=\"https:\/\/www.cms-connected.com\/News-Archive\/October-2018\/Generational-Consumer-Shopping-Behavior-Comes-Into-Focus#:~:text=Gen%20Z%20spends%202X%2D3X,Snapchat%20shopping%20taking%20the%20lead.&text=Gen%20Z%20also%20spends%20little,and%20Baby%20Boomers%20at%2024.56%25.\" target=\"_blank\" rel=\"noopener noreferrer\">2X-3X more shopping on social channels<\/a> than the average consumer, with purchases made via Instagram and Snapchat taking the lead.<\/li>\r\n<\/ul>\r\n<\/div>\r\nDiscrepancies in shopping habits between generations have always existed. But the rapid rise of e-commerce, combined with the pandemic and recession, has exacerbated these nuances. Build your product marketing strategy, and your customer experience, based on the latest research to ensure your shoppers are confident and comfortable this season.<\/p>\r\n<h3>Tackle Product Scarcity to Achieve Holiday Marketing Success<\/h3>\r\nThis year, holiday shopping will be much different than in years past. Instead of looking at added complexity as a roadblock, see it as an opportunity to differentiate your brand. By sending your customer the right message, about the right product, via the right channel, as early as you can, you can circumvent product scarcity and thrive.<\/p>\r\nFor the most up-to-date mobile and email messaging techniques, take a look at our <a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\">\u201cTop 10 Email and Mobile Campaigns Every Brand Needs.<\/a>\u201d And once you work out your holiday marketing master plan, let <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> help you stick the landing!<\/p>\r\nOf course, product scarcity isn't the only challenge this season, so stay tuned for the second installment of our holiday readiness series!<\/p>","post_title":"How to Address Product Scarcity This Holiday Season","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"product-scarcity-holiday-season","to_ping":"","pinged":"","post_modified":"2020-09-03 10:29:46","post_modified_gmt":"2020-09-03 17:29:46","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10803","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":103,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/"},{"ID":11326,"post_author":"41","post_date":"2020-09-03 03:35:35","post_date_gmt":"2020-09-03 10:35:35","post_content":"Cutting-edge marketers know that it\u2019s not enough to merely send a one-size-fits-all welcome campaign\u2014it should be a strategic, personalized series of messages that engage each subscriber and set the tone for the entire customer journey.<\/span><\/p>\r\nIt\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for welcome email campaigns that soar.<\/span><\/p>\r\nInside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the welcome messages that wow consumers and provide expert advice to turn subscriber connections into relationships.<\/span><\/p>\r\nDownload this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">How to introduce and establish your brand identity<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">The importance of managing customer expectations<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Ways to personalize and dynamically customize content<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Welcome Emails","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-welcome-emails","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:52","post_modified_gmt":"2021-02-24 18:45:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/","menu_order":38,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/"},{"ID":11322,"post_author":"41","post_date":"2020-09-03 03:34:32","post_date_gmt":"2020-09-03 10:34:32","post_content":"Onboarding campaigns take the familiarity, appreciation, engagement and trust initiated in welcome messages to the next level. The more data you have, the more personalized and relevant your campaigns can be.<\/p>\r\nIt\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for onboarding email campaigns that don't just assume you have them at hello.<\/span><\/p>\r\nInside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the onboarding messages that wow consumers and provide expert advice to gather more data about your new subscribers.<\/span><\/p>\r\nDownload this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">How to orient newcomers to your brand<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">The importance of building cross-channel connections<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Ways to enable behavioral profiling and gather more customer data<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Onboarding Series","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-onboarding-series","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:14","post_modified_gmt":"2021-02-24 19:00:14","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/","menu_order":39,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/"},{"ID":11320,"post_author":"41","post_date":"2020-09-03 03:33:30","post_date_gmt":"2020-09-03 10:33:30","post_content":"A successful referral program must not only motivate the friends that customers refer to convert, but also motivate your customers into making referrals in the first place. How do you incentivize both to take action?<\/p>\r\nIt\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for referral and advocacy campaigns that build long-term loyalty.<\/p>\r\nInside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the referral messages that reward your best advocates and provide expert advice to facilitate effective introductions.<\/p>\r\nDownload this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How to properly reward customers for referrals<\/li>\r\n\t<li>The steps to planning a multi-touch message series<\/li>\r\n\t<li>\"Refer-a-friend\" email inspiration from leading brands<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Referrals & Advocacy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-referrals-advocacy","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:14","post_modified_gmt":"2021-02-24 19:00:14","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/","menu_order":40,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/"},{"ID":11317,"post_author":"41","post_date":"2020-09-03 03:32:27","post_date_gmt":"2020-09-03 10:32:27","post_content":"The opportunity to receive immediate feedback on your brand's products or services is too good to pass up, but how can you create a survey campaign that stands out from the crowd?<\/p>\r\nIt\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for survey and feedback campaigns that improve your customer experience.<\/p>\r\nInside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the messages that elicit customer responses and provide valuable insights about your business offerings.<\/p>\r\nDownload this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How to create irresistible\u00a0incentives that convert<\/li>\r\n\t<li>Cross-channel creativity with SMS and direct mail<\/li>\r\n\t<li>Survey inspiration from today's leading brands<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Survey and Feedback","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-survey-feedback","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:14","post_modified_gmt":"2021-02-24 19:00:14","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-survey-feedback\/","menu_order":41,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-survey-feedback\/"},{"ID":11315,"post_author":"41","post_date":"2020-09-03 03:31:25","post_date_gmt":"2020-09-03 10:31:25","post_content":"It\u2019s a fact: Brands that send personalized birthday and anniversary emails generate more revenue than those that only focus on mass-produced mailings.\u00a0<\/span><\/p>\r\nBut consumers today expect more, which means you have to do more than send a celebratory message once a year to get the attention, revenue and loyalty you\u2019re looking for.<\/span><\/p>\r\nIn this edition of Unboxing Must-Have Marketing Campaigns, we dive into a topic that brand marketers could use a new perspective on: customer milestones.<\/span><\/p>\r\nDownload this guide to learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\">Why customer milestones need to go beyond birthdays and anniversaries<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">The 3 essential ingredients you need to build a stellar milestone campaign<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\">Advanced cross-channel tactics to give your messaging extra oomph<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Customer Milestones","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-customer-milestones","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/","menu_order":42,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/"},{"ID":11314,"post_author":"41","post_date":"2020-09-03 03:30:24","post_date_gmt":"2020-09-03 10:30:24","post_content":"It\u2019s a well-known fact at Iterable: Email list pruning isn\u2019t always the best strategy. In fact, it may even be counterproductive to your brand\u2019s goals and hurt your ROI in the long run.<\/p>\r\nSo what\u2019s a marketer to do about all those inactive subscribers on your email list?<\/p>\r\nIn this edition of Unboxing Must-Have Marketing Campaigns, we focus on what you should do instead of pruning your list: Send a reactivation or re-engagement campaign.<\/p>\r\nDownload this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why it\u2019s never too late for a re-engagement campaign<\/li>\r\n\t<li>The 3 types of reactivation campaigns that brands can send<\/li>\r\n\t<li>Advanced tactics to up your cross-channel messaging game<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Reactivation & Re-Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-reactivation-re-engagement","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/","menu_order":43,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/"},{"ID":11310,"post_author":"41","post_date":"2020-09-03 03:29:21","post_date_gmt":"2020-09-03 10:29:21","post_content":"Do brands treat their customers with empathy and respect?<\/p>\r\nAt Iterable, we define empathy as adhering to the four following tenets:<\/p>\r\n<ol>\r\n\t<li>Acknowledging perspective<\/li>\r\n\t<li>Staying out of judgment<\/li>\r\n\t<li>Recognizing emotion<\/li>\r\n\t<li>Communicating understanding<\/li>\r\n<\/ol>\r\nHowever, it\u2019s easier to say than it is to act upon it when B2C marketers are laser-focused on meeting their company\u2019s growth goals.<\/p>\r\nThat's why for this next edition of Unboxing Must-Have Marketing Campaigns we\u2019ll focus on driving growth with good by adding upsell and cross-sell opportunities to your existing marketing campaigns.<\/p>\r\nWe\u2019re going to cover:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to show empathy to your customers with upsells and cross-sells<\/li>\r\n\t<li>4 ways to add upsells and cross-sells into your existing email campaigns<\/li>\r\n\t<li>Advanced tactics to up your cross-channel messaging experience<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Upsell and Cross-Sell","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-upsell-cross-sell","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/","menu_order":44,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/"},{"ID":11308,"post_author":"41","post_date":"2020-09-03 03:28:19","post_date_gmt":"2020-09-03 10:28:19","post_content":"It\u2019s on every marketer\u2019s mind in 2020: How do you communicate with customers during an emergency or crisis?<\/p>\r\nWe as growth marketers would all love to have the confidence and skills to communicate during an emergency, so customers are happy, satisfied and stay loyal to your brand when everything goes back to normal.<\/p>\r\nThat\u2019s why we\u2019re focusing on emergencies and crises for this edition of Unboxing Must-Have Marketing Campaigns.<\/p>\r\nDownload this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How an emergency or a crisis creates opportunities for your brand<\/li>\r\n\t<li>The power of a Single Overriding Communications Objective (SOCO)<\/li>\r\n\t<li>How five e-commerce companies are using SOCO (but don\u2019t even know it)<\/li>\r\n\t<li>What governments and nonprofits can teach brands about cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Emergencies & Crises","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-emergencies-and-crises","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/","menu_order":45,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/"},{"ID":11307,"