[{"ID":117189,"post_author":"79","post_date":"2023-09-27 07:42:32","post_date_gmt":"2023-09-27 14:42:32","post_content":"<p><em>Census is the #1 Data Activation platform that helps Sonos, Canva, Masterclass, and Notion revolutionize data-driven marketing. By transforming the cloud data warehouse into a Composable CDP, it unites every team around a single source of truth. Census empowers marketing teams to launch faster, create more intelligent campaigns, and decrease customer acquisition costs with a visual point-and-click interface and Reverse ETL connectors to hundreds of business tools like Iterable,\u00a0Intercom, Mixpanel, Google Ads, and The Trade Desk.<\/em><\/p>\r\n<hr \/>\r\n<p>Even in today\u2019s data-driven marketing landscape, marketers are only scratching the surface of building great customer experiences. In fact, according to Invesp, \u201c<a href=\"https:\/\/www.invespcro.com\/blog\/data-driven-marketing\/\">87% of marketers<\/a> say data is their company\u2019s most under-utilized asset.\u201d<\/p>\r\n<p>The unfortunate truth is that most marketers today need more valuable data that can help them create personalized experiences and measure ROI. Unlocking the power of data is the key that will catapult brands into a new era of engagement in 2024 and beyond.<\/p>\r\n<h3>The Biggest Challenge: Personalization<\/h3>\r\n<p>Consumers are more cautious and demanding than ever, and <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\">71% expect personalized experiences<\/a> at every step of the customer journey.<\/p>\r\n<p>\u201cCreating marketing that feels like service is how you blow the socks off your market and win. You can do that when you understand your customer\u2019s experience,\u201d said Lisa Horner, SVP of Marketing at AppFolio.<\/p>\r\n<p>She continued, \u201c<a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">First-party data<\/a> gives you the power to create value for your customer. When you\u2019re blind to your customer, you\u2019re in trouble. Eliminating blindness to your customer\u2019s experience is really important.\u201d<\/p>\r\n<p>Resource-constrained marketers can only reach the right customers through carefully targeted messages, personalization, and segmentation. But what\u2019s the key to <a href=\"https:\/\/iterable.com\/blog\/the-psychology-of-personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">hyper-personalizing<\/a> engagement? Leveraging real-time, comprehensive data to serve up the most compelling content at pivotal moments.<\/p>\r\n<h3>Leveraging Customer Data With the Newest MarTech Innovations<\/h3>\r\n<p>The good news: you don't need to scramble to find customer data to use for marketing. Everything you need to supercharge your campaigns is <a href=\"https:\/\/www.getcensus.com\/blog\/marketing-teams-you-dont-need-a-cdp-the-future-is-the-data-warehouse\" target=\"_blank\" rel=\"noopener\">already sitting in your company's data warehouse<\/a>, waiting to be tapped.<\/p>\r\n<p>As we\u2019ll see with Upside\u2019s success story, leveraging a data activation platform to tap into this rich repository can unlock meaningful advancements in customer experience and drive revenue for your business.<\/p>\r\n<p>The newest generation of marketing technology, such as Data Activation platform, <a href=\"https:\/\/www.getcensus.com\/\" target=\"_blank\" rel=\"noopener\">Census<\/a>, now enables deep customer targeting like never before. With Census <a href=\"https:\/\/www.getcensus.com\/audiencehub\" target=\"_blank\" rel=\"noopener\">Audience Hub<\/a>, it\u2019s easy to unify data into a 360\u00b0 view, build granular custom audiences, and export those customer lists to Iterable.<\/p>\r\n<h3>How Upside Improved its Loyalty Program CTR by 96%<\/h3>\r\n<p><a href=\"https:\/\/www.upside.com\/\" target=\"_blank\" rel=\"noopener\">Upside<\/a> is a global cash back platform that helps both retailers and consumers get more value from their money. Unifying customer data was one of Upside\u2019s biggest challenges, which made it difficult for their digital marketing team to deliver targeted, personalized user offers.<\/p>\r\n<p>Their source of truth for customer data was in Snowflake, but it wasn\u2019t connected to Iterable, where Upside\u2019s marketers build campaigns. They couldn\u2019t use Iterable's powerful engagement features to their full potential, making advanced marketing initiatives\u2014like <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/how-to-build-a-customer-loyalty-program\/\" target=\"_blank\" rel=\"noopener\">loyalty programs<\/a>\u2014hard to execute.<\/p>\r\n<p>In parallel, the lack of 360\u00b0 customer context in other platforms such as Facebook Ads, Google Ads, Salesforce, and Zendesk hindered their ability to optimize customer experiences across multiple channels and drive consistent outcomes.<\/p>\r\n<p><a href=\"https:\/\/www.getcensus.com\/blog\/ragnarok-deployed-personalized-loyalty-program-upside-census-iterable\" target=\"_blank\" rel=\"noopener\"><strong><em>Read the full success story here.<\/em><\/strong><\/a><\/p>\r\n<h4>Simplified Audience Building With Census Audience Hub<\/h4>\r\n<p>After implementing Census, Upside was able to supercharge their Iterable account with access to all their <a href=\"https:\/\/www.snowflake.com\/blog\/introducing-audience-hub-visual-segmentation\/\" target=\"_blank\" rel=\"noopener\">360\u00b0 customer data in Snowflake<\/a>. Today, marketers build audiences in one central place, Census Audience Hub, and then export those custom lists to all their business tools like Iterable and Google Ads. Census is a massive time saver for day-to-day operations because it automatically keeps audiences up-to-date when source data or audience memberships change\u2014no CSVs, coding, or engineering favors needed!<\/p>\r\n<h4>Deploying a Loyalty Program with Ragnarok<\/h4>\r\n<p>With the martech stack in place to build and activate granular custom audiences, Upside leaned on their marketing agency and Iterable partner, <a href=\"https:\/\/www.ragnarokmarketing.com\/services\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, to strategically improve their personalization efforts. Thanks to Ragnarok\u2019s expertise in <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Personalizing-Templates-with-Handlebars-\" target=\"_blank\" rel=\"noopener\">handlebar logic<\/a>, Upside deployed a comprehensive lifecycle campaign centered around purchase behavior.<\/p>\r\n<p>Upside\u2019s improved loyalty program now includes 27 possible messages (across email, in-app, and push notifications) over one month, depending on how the user progresses through the program. Users get monthly updates to track their progress and encourage them to make a certain number of purchases. When users hit the desired purchase threshold, Upside gives loyalty rewards for the following month.<\/p>\r\n<h4>Rapid Experimentation With Iterable Journeys<\/h4>\r\n<p>Thanks to Iterable\u2019s marketing automation capabilities, testing different variants and sequences of the loyalty program was simple. Ragnarok leveraged Census to push the necessary behavioral data into Iterable to orchestrate complex messaging sequences. By testing three separate variants of the program using <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-Experiments-Overview-\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Experiments<\/a>, Ragnarok could efficiently build and analyze over 80 message variants to optimize the program. Ultimately, Upside improved the click-through rate of email campaigns by 96% month-over-month and forged a more personal bond with their customers.<\/p>\r\n<h3>Key Takeaways<\/h3>\r\n<p>As Upside\u2019s success story shows, leveraging customer data is essential to launching faster, more intelligent marketing campaigns and supercharging personalized experiences.<\/p>\r\n<p>Activating data in Iterable is the next step for brands looking to enter the next era of modern customer engagement. Our three key takeaways are:<\/p>\r\n<ol>\r\n\t<li><strong>Data Activation is crucial.<\/strong> It connects your single customer view to your marketing efforts, making you more real-time and data-driven than ever.<\/li>\r\n\t<li><strong>Personalization is the key to ROI.<\/strong> Better data results in better personalization. To target accurately and deeply, invest in a solution that updates audiences continuously and makes your data available seamlessly.<\/li>\r\n\t<li><strong>Your martech stack should embrace data.<\/strong> Choose a customer engagement platform that integrates with your tech stack, instead of using siloed tools. Unite marketing, sales, and data teams around the same <a href=\"https:\/\/www.getcensus.com\/blog\/why-customer-360-matters\" target=\"_blank\" rel=\"noopener\">360\u00b0 view of your customer<\/a>.<\/li>\r\n<\/ol>\r\n<blockquote>\r\n<p><em>\u201cThe last decade was all about bringing sales and marketing together. The next decade will be about bringing data and marketing together.\u201d<\/em><\/p>\r\n<p><em> \u2014 Boris Jabes, CEO at Census<\/em><\/p>\r\n<\/blockquote>\r\n<p>With the help of Census and Iterable, you can activate first-party data to <a href=\"https:\/\/www.getcensus.com\/blog\/how-clickup-cut-customer-acquisition-cost-50-percent\" target=\"_blank\" rel=\"noopener\">reduce customer acquisition costs<\/a>, unlock even more ROI, and drive higher revenue and retention rates.<\/p>\r\n<p><em>Ready to make data a part of your competitive advantage? Check out <a href=\"https:\/\/iterable.com\/product\/data\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s data capabilities<\/a> or <a href=\"https:\/\/www.getcensus.com\/demo?utm_campaign=Audience%20Hub&amp;utm_source=Braze&amp;utm_medium=blog\" target=\"_blank\" rel=\"noopener\">schedule a Census Audience Hub<\/a> demo.<\/em><\/p>","post_title":"Why Data Activation is Crucial for Your Martech Stack","post_excerpt":"A data activation platform can unlock meaningful advancements in customer experience and drive revenue for your business.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-data-activation-is-crucial-for-your-martech-stack","to_ping":"","pinged":"","post_modified":"2023-09-27 07:52:37","post_modified_gmt":"2023-09-27 14:52:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117189","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Census and Iterable Logo on yellow iterable background with iterable logo overlayed\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-data-activation-is-crucial-for-your-martech-stack\/"},{"ID":117167,"post_author":"79","post_date":"2023-09-26 13:56:46","post_date_gmt":"2023-09-26 20:56:46","post_content":"<p>My name is Jeanette Woodburn, I\u2019m a Senior Marketing Operations Manager at Iterable\u2014which means my job is, well, Iterable.<\/p>\r\n<p>After a previous career as a fundraiser and marketer in museums and other fun nonprofits, I decided to give startup life a try, and made the shift to lifecycle and CRM marketing. I\u2019m a huge fan of Iterable\u2013I\u2019ve implemented our product twice in previous roles (shoutout to customers <a href=\"https:\/\/www.hopskipdrive.com\/\" target=\"_blank\" rel=\"noopener\">HopSkipDrive<\/a> and <a href=\"https:\/\/www.burstoralcare.com\/\" target=\"_blank\" rel=\"noopener\">BURST Oral Care<\/a>).<\/p>\r\n<p>Now, my day-to-day involves working with our customer marketing project\u2014the instance of our own product we use to market to our customers\u2014and continue to expand its functionality to showcase the rich capabilities of our product.<\/p>\r\n<p>But, recently, as I dug into our project, I realized there were some optimizations we could do to make our own day-to-day a lot easier and efficient. I figured sharing my experience might be helpful for others using Iterable, so let\u2019s get into it.<\/p>\r\n<h3>Intro to Iterable Projects<\/h3>\r\n<p>Iterable <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795639-Projects-Overview-\" target=\"_blank\" rel=\"noopener\">projects<\/a> are essentially buckets that hold separate data. So, for example, if your brand is an umbrella brand with multiple smaller brands under it, each brand could be its own project. Or, maybe you have two audiences that need to stay really separate to manage separate experiences with your brands\u2014like buyers and sellers\u2014or, maybe you have a live instance and a sandbox instance.<\/p>\r\n<p>The Iterable project architecture also allows you to maintain control of access\u2014so, if your different projects are different brands, someone working with one brand can\u2019t accidentally make changes to another brand. And, since API keys and other integrations are set up on a project by project basis, you won\u2019t unintentionally cross your data streams.<\/p>\r\n<p>But you can share resources across projects so no one has to take up a second career in wheel (re)invention. So, for example, email templates and journeys can be cloned across projects within the same organization.<\/p>\r\n<h3>My Experience\u2014as an Iterator\u2014With Iterable Projects<\/h3>\r\n<p>Now it\u2019s time to get a little meta. Our customer marketing project kicked off when Iterable itself was only a few years old. Through experimentation and rapid growth, over time, the project accumulated some issues. (How many ways can you label a firstName field? We had nine.)<\/p>\r\n<p>To be clear, this is very normal for any project that grows with a company. We've all had to move quickly at one point or another and were forced to choose the quickest path instead of the methodical, no-stone-unturned path.<\/p>\r\n<p>All of that hampered our ability to leverage some of Iterable\u2019s greatest features. For example, starting an email with \u201cHello {{firstName}}\u201d is treacherous if you don\u2019t know whether you should be using {{first_name}} or {{First_Name}}.<\/p>\r\n<p>Ultimately, to tackle these issues we decided the best route would be to start fresh. A new org and project(s) would allow us to start over with a revised data schema, and choose what betas we want to participate in and when. I was also able to start instating and documenting processes so that we won\u2019t accumulate as many zombie or bonus items going forward.<\/p>\r\n<h3>Selecting the Data to Migrate<\/h3>\r\n<p>Hand in hand with <em>how<\/em> you\u2019re passing data is <em>what<\/em> data you\u2019re sending. Some advice for those getting ready for an Iterable (or really any) implementation: minimalism is your friend. We stripped our data schema down to the bare necessities for building segmentation. Initially, we also restricted the project to one audience: our customers. Both these things made it dramatically easier to ensure that the sync I built was functioning properly.<\/p>\r\n<p>I went through multiple drafts until I was satisfied with the data schema. To make it easier to navigate the user profile data, I grouped data fields of similar purpose or sources under the same object. For example, anything like accountId or accountType was placed under the \u201caccount\u201d object.<\/p>\r\n<p>It was also important to me that our naming was consistent. All data fields were named with camelCase because Iterable is case-sensitive. This may seem like a minor detail to fixate on, but it makes things like inserting merge fields, or building new routes for your data much easier when you don\u2019t have to look back every time to see whether it\u2019s Id or ID.<\/p>\r\n\r\n[caption id=\"attachment_117168\" align=\"alignnone\" width=\"1376\"]<img class=\"size-full wp-image-117168\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2023-09-26-at-4.40.35-PM.png\" alt=\"Screenshot from the Iterable platform showing a variety of projects.\" width=\"1376\" height=\"766\" \/> <em>Screenshot of Iterable project settings.<\/em>[\/caption]\r\n\r\n<h3>Turning on Events<\/h3>\r\n<p>Once user profile data (what I sometimes think of as the flat data) was flowing, we also needed to turn on events. Examples of event data include things like when a user clicks an email or makes a purchase, but Iterable also offers custom events that customers can build to track everything from a user signing in, to viewing a page in an app. You can also set up event fields under a custom event to track things like the date something happened, or which page was viewed.<\/p>\r\n<p>Events provide a richer understanding of your users. While it\u2019s nice to know that Sally has two dogs and lives near Los Angeles, knowing recent events in Sally\u2019s history\u2013like she just checked out your webpage selling your company\u2019s new dog food\u2014means you can craft a better experience to market to her (at least\u2026you can with Iterable).<\/p>\r\n<p>I took the approach of only allowing into the project what was necessary\u2014I didn\u2019t want the clutter of events we don\u2019t need. The first priority was events we wanted to use to trigger a journey (like when a user signed in to our platform).<\/p>\r\n<h3>Enjoying the Fruits of Our Labor<\/h3>\r\n<p>It\u2019s amazing looking back on the \u201cbefore\u201d of this project, and realizing how far we\u2019ve come. Thanks to the data schema management beta, I\u2019ve been able to keep fewer bonus fields from entering our production project.<\/p>\r\n<p>While we continue to deploy new user profile fields and events, we\u2019ve got an established process for testing and releasing them, and we continue to build on our segmentation and personalization capabilities, and have even started moving in audiences beyond our customers.<\/p>\r\n<p>And I\u2019m even more thrilled that some things I once categorized as \u201csomeday\u201d have now very much entered the realm of the possible. I\u2019ve started playing with catalog to support a product usage summary email (and a growing list of other use cases).<\/p>\r\n<p>We\u2019re starting the process of bringing in event data that is more conversion-related (rather than what we need to kick off a journey) so we can start playing with some of our fancy <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">AI toys<\/a> like predictive goals.<\/p>\r\n<p>Plus, best of all (at least to me!), our new org has reached the maturity level where I get to pre-beta new features and can actually give meaningful feedback. Win-win.<\/p>\r\n<p><em>To learn more about Iterable and how you can get started, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How Iterators Use Iterable Projects","post_excerpt":"As I dug into our Iterable project, I realized there were some potential optimizations to make our own day-to-day a lot easier and efficient. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-iterators-use-iterable-projects","to_ping":"","pinged":"","post_modified":"2023-09-26 13:57:46","post_modified_gmt":"2023-09-26 20:57:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117167","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 26, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-iterators-use-iterable-projects\/"},{"ID":117105,"post_author":"79","post_date":"2023-09-20 07:38:38","post_date_gmt":"2023-09-20 14:38:38","post_content":"<p><em>Movable Ink scales content personalization for marketers through data-activated content generation and AI decisioning. The world\u2019s most innovative brands rely on Movable Ink to maximize revenue, simplify workflow and boost marketing agility. Headquartered in New York City with close to 600 employees, Movable Ink serves its global client base with operations throughout North America, Central America, Europe, Australia, and Japan.<\/em><\/p>\r\n<hr \/>\r\n<p>Any marketer worth their salt knows that the key to creating revenue-driven campaigns is through data\u2014after all, campaigns powered by data-driven personalization are the key to nearly <a href=\"https:\/\/movableink.com\/resources\/audience-of-one-report-getting-personalization-right?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">70% of customers\u2019 loyalty<\/a>. Customers tell marketers what they want to see through their data, and marketers that pay attention inevitably come out on top.<\/p>\r\n<p>But data-driven marketing is <a href=\"https:\/\/movableink.com\/blog\/what-is-data-driven-marketing?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">easier said than done<\/a>. From disparate information to inconsistent and manual practices, marketers often find themselves spending <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">over 30% of their workday<\/a> trying to solve data mysteries.<\/p>\r\n<p>To unlock the treasure trove within their data, marketers need to consolidate and manage it effectively. By putting these key guidelines into practice, you\u2019ll unlock your marketing superpowers in no time.<\/p>\r\n<h3>Data Consolidation<\/h3>\r\n<p>Most marketers have more data than they know what to do with via multiple channels and touchpoints. While this is an incredible opportunity, this information needs to be captured efficiently before the data trail runs cold. Remember, customer preferences rapidly evolve every day, meaning that key data points will only stay relevant for so long. The best way to manage this data issue is by consolidating.<\/p>\r\n<h4>Choose All-in-One Strategic Tools<\/h4>\r\n<p>To consolidate your data landscape, start by opting for tools that give you the most bang for your buck by <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">eliminating redundancies and scaling efficiently for maximized ROI<\/a>.<\/p>\r\n<p>If you rely on multiple APIs to support your messaging, use marketing solutions that offer multiple in-house data points to deliver those experiences. If your customers love interacting with your brand via mobile, you\u2019ll want a tool that can <a href=\"https:\/\/movableink.com\/blog\/what-is-omni-channel-marketing?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">generate content across channels for a seamless experience<\/a>.<\/p>\r\n<h4>Unify Your Data Practices<\/h4>\r\n<p>Consolidating tools is only the first step. Marketers must also optimize their marketing solution with unified data practices:<\/p>\r\n<ul>\r\n\t<li><strong>Consistent terminology isn\u2019t a \u201cnice-to-have.\u201d<\/strong> For marketers to accurately measure campaign performance, they need the same terminology across the board. Otherwise, both strategies and attribution are liable to inaccuracy.<\/li>\r\n\t<li><strong>Organizing data types before your data is merged is crucial<\/strong>, especially when you\u2019re collecting information from multiple campaigns and channels. Even better, look for a marketing solution that <a href=\"https:\/\/movableink.com\/blog\/the-mobile-marketing-strategies-handbook?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">ingests and organizes data in one automated swoop<\/a>.<\/li>\r\n\t<li><strong>Training team members is a non-negotiable to data-driven success<\/strong>. For longevity and effectiveness, marketers need to be on the same page and given standardized training.<\/li>\r\n<\/ul>\r\n<h3>Data Management<\/h3>\r\n<p>Managing data can feel like bailing water out of a leaky boat; you\u2019re just trying to stay afloat with a few inaccurate data points, never mind moving forward with strategic, hyper-relevant campaigns. It\u2019s time to bail out the unreliable data quickly and move onto bigger and better campaigns:<\/p>\r\n<h4>Prioritize Owned Data<\/h4>\r\n<p>While third-party data from outside sources is quick to acquire, relying on a bedrock of zero- and first-party data is the key to a lasting customer-brand relationship.<\/p>\r\n<p>It\u2019s more accurate and far more effective: <a href=\"https:\/\/movableink.com\/blog\/what-is-zero-party-data?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> is information customers intentionally share with brands in exchange for a better marketing experience, and <a href=\"https:\/\/movableink.com\/blog\/what-is-first-party-data?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">first-party data<\/a> is what brands know about customers via direct interactions, such as web or mobile browsing activity. It\u2019s straight from the source and an obvious win-win.<\/p>\r\n<h4>Automate Your Data<\/h4>\r\n<p>If it\u2019s not automated, it\u2019s not managed. Marketers have countless data points to keep track of, making it impossible to manage effectively without automation.<\/p>\r\n<p>From collection to activation, marketers need to uncover the areas of opportunity where automation can create efficiencies in every step of the process, such as enhanced tracking, organizing, and segmenting of data. Otherwise they risk using data that\u2019s already grown stale, missing their opportunity to resonate with customers.<\/p>\r\n<h4>Activate Your Data<\/h4>\r\n<p>Having access to consolidated and well-managed data can only get you so far. It\u2019s what you do with that data that sets you apart from other brands. So, now that your data is primed and ready to go, it\u2019s time to activate it into <a href=\"https:\/\/movableink.com\/blog\/the-cross-channel-digest-to-mobile-best-practices?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">personalized content that\u2019s effective across channels<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_117127\" align=\"alignnone\" width=\"1706\"]<img class=\"wp-image-117127 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2023-09-20-at-10.36.25-AM.png\" alt=\"5 phone screens depicting a customer journey from left to right - data driven marketing example\" width=\"1706\" height=\"730\" \/> <em>In this mobile onboarding journey, the customer receives a product tour, personalized offers and recommendations, as well as a call-to-action to join the loyalty program. <\/em>[\/caption]\r\n\r\n<p>In the above example, once customers download the branded app, they receive an initial welcome message that\u2019s closely followed by a push notification featuring product recommendations. Over the next week, customers are kept engaged with notification opt-ins, personalized coupons, and loyalty program enrollments\u2014the perfect place to continually collect zero-party data.<\/p>\r\n<p>By consistently sending mobile messages fueled by powerful, organized data, customers are nudged further down the funnel. And with sophisticated tools that ensure <a href=\"https:\/\/movableink.com\/blog\/recap-mobile-personalization-crash-course?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">a smooth experience from browser to mobile<\/a> every time, marketers are able to automatically scale their data-driven mobile program.<\/p>\r\n<h3>Master Data-Driven Marketing<\/h3>\r\n<p>Data-driven marketing is all about using customer information to create a better experience for both the customer and you, as a marketer. It removes the guesswork and helps marketers create one-to-one connections with customers and deliver valuable messaging across preferred marketing channels.<\/p>\r\n<p>Efficient and effective data practices are the key to powerful marketing messaging that keep customers engaged with your brand.<\/p>\r\n<p><em>To learn more about how you can take your campaigns to the next level, explore the <a href=\"https:\/\/iterable.com\/partners\/technology\/movable-ink\" target=\"_blank\" rel=\"noopener\">Iterable partnership with Movable Ink<\/a> and <a href=\"https:\/\/movableink.com\/platform\/studio\" target=\"_blank\" rel=\"noopener\">Movable Ink\u2019s cutting-edge solutions<\/a>.<\/em><\/p>","post_title":"Get the Most Out of Data-Driven Marketing","post_excerpt":"Data-driven marketing is easier said than done. With these key guidelines, you\u2019ll unlock your marketing superpowers in no time.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"get-the-most-out-of-data-driven-marketing","to_ping":"","pinged":"","post_modified":"2023-09-20 12:23:52","post_modified_gmt":"2023-09-20 19:23:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117105","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 20, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Movable Ink and Iterable logos on a grey background\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/get-the-most-out-of-data-driven-marketing\/"},{"ID":117097,"post_author":"79","post_date":"2023-09-19 10:02:17","post_date_gmt":"2023-09-19 17:02:17","post_content":"<p>It's not uncommon to see bot traffic targeting email sign-up forms. Many times, these bots aren\u2019t even specifically targeting your site, they just happen to come across an unsecured form and start working their magic by submitting mass sign-ups. Once bot email addresses get on your list, there's no quick fix to get them removed\u2014they can use common email domains like gmail.com or yahoo.com, so it\u2019s crucial to prevent them from getting on the list in the first place.<\/p>\r\n<h3>How do Bots Affect Sender Reputation?<\/h3>\r\n<p>While it might seem like no big deal to have bad email addresses sign up, these can cause deliverability problems that can be detrimental to your sending reputation. Some of the possible issues you can run into include invalid addresses or hard bounces, increased complaints, a rise in spam traps, or even a decrease in overall engagement.<\/p>\r\n<p>All of these examples can cause deliverability issues as they all have varying levels of negative indicators for your reputation. Some of these indicators include hard and soft bounces, spam traps, lower opens and clicks, etc. Once mailbox providers start seeing too many of these negative indicators, you can expect to experience a range of challenges from increased spam folder placement all the way to getting a <a href=\"https:\/\/www.spamhaus.org\/\" target=\"_blank\" rel=\"noopener\">SpamHaus<\/a> listing causing massive blocking from multiple providers. In fact, SpamHaus even mentions that a lack of bot prevention is considered a negative indicator for sites or senders.<\/p>\r\n<h3>How Can You Spot Sign-Ups From a Bot?<\/h3>\r\n<p>The first tip off is usually you\u2019ll see a large influx of new sign ups in a short period of time. If you see this, you\u2019ll want to start digging into the new sign ups to see if you can determine their legitimacy.<\/p>\r\n<p>Sometimes, you can manually spot the addresses\u2014like a string of nonsensical letters and numbers that\u2019s longer than most people would normally use. Other times, you can usually see patterns in the sign ups, like a large number of sign ups coming from the same country, IP address, or using the same information in sign up fields.<\/p>\r\n<p>However, when you have thousands of addresses, it would be a painstaking effort to review them all manually, and you still can't be sure they're not the result of a bot attack. This is why prevention is key.<\/p>\r\n<h3>Bot Prevention Best Practices<\/h3>\r\n<p>Adding any of the following techniques will help cut down the number of bad addresses you attract to your lists. What\u2019s better is if you can implement a number of these concurrently. Bots do get \u201csmarter\u201d by adapting to some of the techniques used to root them out, so adding additional layers of protection isn\u2019t a bad idea to stay ahead of the game.<\/p>\r\n<ul>\r\n\t<li><strong>Double\/Confirmed Opt-In<\/strong> - This is when a user signs up and then your brand sends a confirmation email to the subscriber asking them to click a link to confirm their selection. Only after they confirm the subscriber is added to the list. Because this process requires a confirmation step, many bad addresses do not get added as a result.<\/li>\r\n\t<li><strong>ReCAPTCHA<\/strong> - We\u2019ve all run into this one. It presents some sort of image\/text\/numbers that must be identified and submitted, which can usually only be completed by humans. Because of the wavy text or blurry images, it helps obfuscate the details enough that a computer\/bot would have a harder time completing.<\/li>\r\n\t<li><strong>Hidden Sign Up\/Honey Pot Fields<\/strong> - This one is not as noticeable from the subscriber\u2019s standpoint, which I guess is the point, right? This method entails adding some hidden fields in the form that one would only see on the source code of the page. As many bots use the source code of pages, they won\u2019t know this is a hidden field and will populate it with information. As a result, any entry that has information in this hidden field will be considered a bot and can be purged.<\/li>\r\n\t<li><strong>Adding a Test Question or Simple Math Problem to the Sign Up Form<\/strong> - Because bots are used to using predefined fields like Name, Email Address, etc. They have a hard time adapting to dynamic fields like this. These types of fields would cause a bot to fail or get the answer wrong because it can\u2019t do the \u201cthinking\u201d required to complete it successfully.<\/li>\r\n\t<li><strong>Third-Party Validation<\/strong> - Third-party services can do email validation in real time when users sign up to ensure the email addresses are valid. Based on the settings you can choose to reject failed addresses which prevents those users from getting added to your list. We partner with both <a href=\"https:\/\/iterable.com\/partners\/technology\/everest\">Everest<\/a> and <a href=\"https:\/\/iterable.com\/partners\/technology\/kickbox\" target=\"_blank\" rel=\"noopener\">Kickbox<\/a> for list validation services.<\/li>\r\n<\/ul>\r\n<h3>How do I Get Rid of Bots Already in My List?<\/h3>\r\n<p>If you\u2019ve been attacked, you\u2019re going to need to do some investigating to see if you\u2019re able to identify the bad addresses. As previously mentioned, you can review the sign ups for commonalities like IP address, country origin, sign up date\/time frame affected, or other details you may have captured. Usually, using a combination of these, you should be able to identify a large portion of the bad addresses and remove them.<\/p>\r\n<p>You can also try using a list validation company, like our partners Everest and Kickbox, which may be able to clean up some of the bad addresses or bad domains. However, keep in mind that none of these companies can clean 100% of your lists all the time so it\u2019s not a magic pill, but they might be able to clean out another chunk of them if you\u2019re having trouble identifying these addresses based on the information you do have.<\/p>\r\n<p>Finally, once you\u2019ve been able to hopefully clean up a good portion of the list using the above methods, the remaining addresses can be resolved using standard engagement segmentation. Unfortunately, this will be the slowest method but this should allow the bad addresses to fall off over time as you focus on subscribers that open, click or otherwise engage with your email. If you aren\u2019t currently using engagement-based segmentation (based on opens, clicks, purchases, website visits, etc,) it would be a good idea to start doing this.<\/p>\r\n<h3>Bye Bye Bots<\/h3>\r\n<p>As you can see, removing bots from your list can cost you a fair amount of time and effort but it can be done methodically. Not to mention, you don\u2019t get to plan for when it might happen. This is why it\u2019s important to implement some practices discussed above to prevent them from getting on your list in the first place. While it might take a little more effort initially, the time saved once it happens will be well worth it.<\/p>\r\n<p><em>Looking to learn more about deliverability? Connect with Iterable\u2019s <a href=\"https:\/\/iterable.com\/services\/\" target=\"_blank\" rel=\"noopener\">Professional Services<\/a> team or, if you\u2019re not yet an Iterable customer, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"Securing Sign-Up Forms From Bots","post_excerpt":"Once email bots get on your list, it's hard to remove them. It\u2019s crucial to prevent them from getting on the list in the first place.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"securing-sign-up-forms-from-bots","to_ping":"","pinged":"","post_modified":"2023-09-19 10:02:17","post_modified_gmt":"2023-09-19 17:02:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117097","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 19, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable green background, illustrated laptop with envelope on the screen and a piece of paper with a robot on it coming out of the envelope\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/securing-sign-up-forms-from-bots\/"},{"ID":117083,"post_author":"79","post_date":"2023-09-18 06:52:04","post_date_gmt":"2023-09-18 13:52:04","post_content":"<p>In the first part of this series we covered <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">looking inward<\/a> and auditing your own martech stack to understand what each tool does and how your team uses them. Once you have a good feel for what your stack is made of and where the gaps are, the next step in martech consolidation is looking outward\u2014selecting tools to optimize your stack.<\/p>\r\n<p>Now, you might be thinking, \u201cI thought we were consolidating? Why would I need more tools?\u201d While this is a great point, the tools that exist may be able to replace existing capabilities in your tech stack that are currently spread across multiple tools. Selecting new tools could involve removing others. Enter: the all-in-one marketing platform.<\/p>\r\n<p>But, before we dive into what features to look for in an all-in-one marketing platform, let\u2019s first do a quick recap of what evaluating your stack involves.<\/p>\r\n<h3>A Refresh on Looking Inward: MarTech Stack Architecture<\/h3>\r\n<p>A large chunk of the first article in this series was dedicated specifically to auditing your own martech stack\u2014hence, looking inward.<\/p>\r\n<p>As part of that section we explored martech stack architecture, which covers how you could think of the structure of your stack. We broke architecture down into four sections: data, design, delivery and optimization, where data is the foundation that every other aspect of your stack should be built on.<\/p>\r\n\r\n[caption id=\"attachment_115787\" align=\"alignnone\" width=\"1080\"]<img class=\"size-full wp-image-115787\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Slide1.jpeg\" alt=\"A pyramid with four tiers. The bottom is data, in iterable red, then design, in iterable purple, then delivery, in iterable green, and the top is optimization in iterable light blue.\" width=\"1080\" height=\"608\" \/> <em>An example of how to think about martech stack architecture. Data is the foundation and the rest of the stack is layered on.<\/em>[\/caption]\r\n\r\n<p>After understanding your martech stack architecture you can find the overlapping capabilities. Maybe you have data tools that also have campaign creation capabilities, for example. So, rather than having to layer on additional tools, you could aim to find all-in-one solutions that can fill the gaps in your stack without adding multiple \u201conboarding\u201d tasks to your team\u2019s already-full to-dos. <\/p>\r\n<h3>What is an All-in-One Marketing Platform, Really?<\/h3>\r\n<p>Because enterprise brands use <a href=\"https:\/\/chiefmartec.com\/2020\/02\/average-enterprise-uses-1295-cloud-services\/\" target=\"_blank\" rel=\"noopener\">an average of 120 martech tools<\/a>, having a tool that magically performs all 120 necessary tasks sounds too good to be true. And honestly, that\u2019s because it is. While one martech tool can\u2019t replace all other tools in your stack, the right tool can perform a majority of necessary tasks and seamlessly integrate with other tools to create an all-in-one effect.<\/p>\r\n<p>So, without further ado, here are three features to keep in mind when looking for your next all-in-one marketing platform. <\/p>\r\n<h4>1. Partner Ecosystem<\/h4>\r\n<p>When searching for a tool to help streamline your martech stack, make sure the options you're considering have an established network of partners. These can be technology partners or solutions partners that help your marketing team achieve their goals.<\/p>\r\n<p>Iterable\u2019s <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partner<\/a> ecosystem, for example, has over 190 partners\u2014including technology partners like <a href=\"https:\/\/iterable.com\/partners\/technology\/hightouch\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>, <a href=\"https:\/\/iterable.com\/partners\/technology\/mparticle\" target=\"_blank\" rel=\"noopener\">mParticle<\/a>, <a href=\"https:\/\/iterable.com\/partners\/technology\/snowflake\" target=\"_blank\" rel=\"noopener\">Snowflake<\/a>, and <a href=\"https:\/\/iterable.com\/partners\/technology\/talonone\" target=\"_blank\" rel=\"noopener\">Talon.One<\/a>, and solutions partners like, <a href=\"https:\/\/iterable.com\/partners\/solutions\/indicia-worldwide\" target=\"_blank\" rel=\"noopener\">Indicia Worldwide<\/a>, <a href=\"https:\/\/iterable.com\/partners\/solutions\/mammoth-growth\" target=\"_blank\" rel=\"noopener\">Mammoth Growth<\/a>, <a href=\"https:\/\/iterable.com\/partners\/solutions\/ragnarok\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, and <a href=\"https:\/\/iterable.com\/partners\/solutions\/tinuiti\" target=\"_blank\" rel=\"noopener\">Tinuiti<\/a>. These partners integrate with and have deep knowledge of our platform, enabling Iterable customers to deliver the best experiences to their customers.<\/p>\r\n<h4>2. New Feature Releases<\/h4>\r\n<p>When a martech tool doesn\u2019t evolve, that\u2019s a big red flag. Expectations change, the marketing landscape changes, business needs change so, with all of that, martech tools should change. While no one tool can do truly everything, tools can evolve to include new capabilities to align with the needs of marketers.<\/p>\r\n<p>AI, for example, is a relatively new technology that has gained a lot of attention as of late. In one of Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">recent releases<\/a>, we introduced our AI Suite which includes Frequency Optimization, Copy Assist and Next Best Action. All of these features were created to help marketers deliver individualized experiences, at scale.<\/p>\r\n<h4>3. Customized Customer Support<\/h4>\r\n<p>All-in-one goes beyond the technological capabilities and partnerships, it also includes the support you get from the team behind the platform. Each brand is different and what your brand needs or what your platform instance looks like may be very different from another brand. Therefore, the support you receive needs to be personalized to how your team uses the technology.<\/p>\r\n<p>Our customers have praised <a href=\"https:\/\/iterable.com\/support\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s support<\/a> on multiple review sites. One quote from an Iterable customer on <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-8487027\" target=\"_blank\" rel=\"noopener\">G2<\/a> reads, \u201cIterable has a top notch customer support system, they truly feel like an extension of our internal team. They go above and beyond to make sure our problems are solved and that our needs and wishes are met. We feel like our opinions can truly make an impact on the roadmap of the product. They help finesse our customer journeys and even give us new ideas and ways to optimize, too.\u201d<\/p>\r\n<h3>Explore Your Options<\/h3>\r\n<p>Obviously when we share the features to look for in an all-in-one marketing platform\u2014surprise\u2014Iterable has all of these features. But in all seriousness, removing our biases, it\u2019s important to consider your options when consolidating your martech stack. Think about what tools you already have in your stack and how any new tools can help both consolidate and integrate into your existing stack.<\/p>\r\n<p>At the end of the day, consolidating your martech stack is supposed to help your team improve efficiency and save you time and money. Once you develop your shortlist of potential technology solutions, consider how easy it will be to learn, how scalable it is, how customizable it is, and what the reporting and analytics looks like. Set yourself up so you don\u2019t need to reconsolidate further in the future.<\/p>\r\n<p><em>For a quick guide through the initial steps of consolidation and maximizing your martech stack value, be sure to check out our <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">downloadable checklist<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-115781\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Blog-Banner-1.png\" alt=\"Banner featuring a couple on the far right side looking at a tablet. The left is a promotion for a martech checklist.\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"MarTech Stack Consolidation Part 2: Looking Outward","post_excerpt":"With capabilities spread across multiple platforms, you're not getting a high ROI per tool. Enter: the all-in-one marketing platform.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"martech-stack-consolidation-part-2-looking-outward","to_ping":"","pinged":"","post_modified":"2023-09-18 06:52:04","post_modified_gmt":"2023-09-18 13:52:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117083","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Women look at computer screen, Iterable node on bottom left corner\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-2-looking-outward\/"},{"ID":117072,"post_author":"79","post_date":"2023-09-14 07:39:21","post_date_gmt":"2023-09-14 14:39:21","post_content":"<p>As artificial intelligence continues to transform the way we do business, AI marketing is <a href=\"https:\/\/iterable.com\/blog\/is-ai-in-marketing-worth-the-hype-in-2023\/\" target=\"_blank\" rel=\"noopener\">no longer a buzzword<\/a>\u2014it\u2019s the reality for many consumer brands to reach their audiences more effectively.<\/p>\r\n<p>But as anyone who was raised on Marvel movies knows, with great power comes great responsibility. While AI-powered campaigns promise efficiency and precision, they also bring forward a set of ethical considerations that cannot be ignored.<\/p>\r\n<p>So how can companies strike the right balance and ensure they\u2019re not overstepping the bounds of their customer communications?<\/p>\r\n<p>Here are five things to consider when confronting the ethical quandaries of AI in marketing.<\/p>\r\n<h3>1. Put Privacy at the Forefront<\/h3>\r\n<p>AI advancements don\u2019t change the fact that consumer privacy protections are required for all technology solutions. This means prohibiting the use of AI to generate any information that falls within the scope of personal information as defined under applicable <a href=\"https:\/\/en.wikipedia.org\/wiki\/Personal_data\" target=\"_blank\" rel=\"noopener\">data protection laws<\/a>. This includes, but is not limited to, any sensitive, financial, or health information relating to any individual.<\/p>\r\n<p><strong>Action item<\/strong>: For any AI-powered solution you\u2019re considering adding to your martech stack, request documentation of the technology vendor\u2019s AI terms of use. This legalese should detail additional restrictions on AI use according to the vendor\u2019s privacy policy, so you know exactly what the responsibility is of all parties involved.<\/p>\r\n<p>To learn more about Iterable\u2019s approach to data and privacy, check out the <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/power-of-ai\/\" target=\"_blank\" rel=\"noopener\">Activate session<\/a> featuring our AI team.<\/p>\r\n<h3>2. Prioritize Transparency<\/h3>\r\n<p>Consumers deserve to know when they\u2019re engaging with AI marketing campaigns, whether they\u2019re interacting with a chatbot to receive style recommendations, or browsing algorithm-fueled content catered just for them.<\/p>\r\n<p>To practice openness about their use of AI in marketing, companies are ditching the black box for the glass box with open technology that shares deeper insights into the data powering its marketing predictions to better inform marketing practitioners.<\/p>\r\n<p><strong>Action item<\/strong>: Make sure your AI solutions enable an open, transparent experience. Iterable is clear about which tools are AI-powered, as outlined in our <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">Spring Release<\/a>. From Frequency Optimization to Copy Assist, we share which features use AI. Additionally, Iterable provides transparency to marketers through Explainable AI for features like Brand Affinity and Predictive Goals by providing insights into the data driving these AI-tools.<\/p>\r\n<h3>3. Ensure Oversight With Ethical and Regulatory Guidelines<\/h3>\r\n<p>While no federal legislation exists in the U.S. regarding the use of AI in marketing, <a href=\"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/\" target=\"_blank\" rel=\"noopener\">legal and regulatory scrutiny<\/a> is expanding at the state and local level, as well around the world. The EU, for example, defines the <a href=\"https:\/\/www.weforum.org\/agenda\/2023\/06\/european-union-ai-act-explained\/\" target=\"_blank\" rel=\"noopener\">levels of risk<\/a> an AI technology could pose to its citizens, ranging from minimal to unacceptable.<\/p>\r\n<p>Remaining compliant with AI regulations is only the first step toward creating a more ethical relationship between marketers and the AI tools they use. Companies should also lead the charge by drafting a set of ethical guidelines for their AI marketing practices, which spells out principles on non-manipulation and fairness. Third-party oversight can also take the form of establishing a dedicated ethics board to ensure a business keeps its AI campaigns above aboard.<\/p>\r\n<p><strong>Action item<\/strong>: Review the latest <a href=\"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/\" target=\"_blank\" rel=\"noopener\">consumer data privacy protections<\/a> that govern your business with your legal and security teams. The more your team is educated about AI\u2019s role in marketing, the better your brand can foster trust with its customers.<\/p>\r\n<p>All Iterable products are reviewed and assessed by our counsel team to ensure they comply with regulatory requirements. Additionally, all customer data is kept separated and not intermingled.<\/p>\r\n<h3>4. Audit Regularly for Potential Biases<\/h3>\r\n<p><a href=\"https:\/\/news.bloomberglaw.com\/us-law-week\/nycs-new-ai-bias-law-broadly-impacts-hiring-and-requires-audits\" target=\"_blank\" rel=\"noopener\">New York City<\/a> recently implemented a law that requires employers that use AI as part of their hiring process to perform an annual audit of their recruiting technology. But it\u2019s not just HR professionals who should be cognizant of biases, all organizations share the responsibility to mitigate bias in their AI practices.<\/p>\r\n<p>With the rise of AI popularity, we\u2019re seeing new applications across various industries and with these new applications comes new opportunities to introduce biases. While AI can increase efficiency and help complete once-manual tasks faster, marketers need to be aware of the potential for introducing biases and should aim to mitigate them along the way.<\/p>\r\n<p><strong>Action item<\/strong>: Commit to running a regular audit of your AI campaigns to ensure you\u2019re working with a sizable enough data set to reduce bias. Additionally, focus on use cases and interest-based variables that aren\u2019t centered around demographic-based data.<\/p>\r\n<h3>5. Determine When AI is Most Beneficial<\/h3>\r\n<p>To make sure you maintain trust with your customers, determine when to use AI tools for your campaigns and identify the use cases where AI is needed to meet campaign objectives. AI and personalization aren\u2019t synonymous, but they can be used in conjunction to turn mass communication into one-on-conversations at scale.<\/p>\r\n<p>For instance, a cart abandonment reminder is an example of <a href=\"https:\/\/iterable.com\/blog\/personalization-art-science\/\" target=\"_blank\" rel=\"noopener\">overt personalization<\/a> because it explicitly references a user\u2019s action. But, it may not require AI if it\u2019s automatically triggered after a certain time frame post-abandonment. Using send time optimization for a newsletter, on the other hand, would be putting both personalization and AI into action since the time the newsletter is sent is based on when a user is most likely to engage.<\/p>\r\n<p><strong>Action item<\/strong>: After you\u2019ve determined your objectives for each AI campaign, you can decide which methods of personalization are best suited. For a deeper dive on personalization tactics, you can <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">download our playbook<\/a> with four steps to make individualization seem like magic\u2014not manipulation.<\/p>\r\n<h3>Striking the Right Balance With AI Marketing<\/h3>\r\n<p>It is more than possible to harness the power of AI in marketing without compromising on your team\u2019s ethics and integrity. The key is to protect consumer privacy, prioritize transparency, ensure oversight, audit against bias, and be mindful of your personalization strategies. When in doubt, always build AI campaigns that put your customers first.<\/p>\r\n<p>After all, growing your business should never come at the cost of your brand\u2019s reputation.<\/p>\r\n<p><em>If you\u2019re looking for a trusted technology partner that\u2019s dedicated to ethical, explainable AI, <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> of <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI suite<\/a> today.<\/em><\/p>","post_title":"Ethical Considerations of Using AI in Marketing","post_excerpt":"With great power comes great responsibility. Here are five things to consider when confronting the ethical quandaries of AI in marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ethical-considerations-of-using-ai-in-marketing","to_ping":"","pinged":"","post_modified":"2023-09-14 07:39:21","post_modified_gmt":"2023-09-14 14:39:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117072","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 14, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Photo of women holding a tablet with computer imagery layered on top.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ethical-considerations-of-using-ai-in-marketing\/"},{"ID":117007,"post_author":"79","post_date":"2023-09-11 07:16:39","post_date_gmt":"2023-09-11 14:16:39","post_content":"<p>In a world driven by digital communication, email remains an irreplaceable tool for connecting people and businesses. Unfortunately, this also makes it a prime target for cyber threats.<\/p>\r\n<p>Enter: email authentication. Robust email authentication mechanisms ensure the legitimacy of emails, combat spoofing, and significantly impact email deliverability. In this post, we\u2019ll dive into the world of email authentication, demystify spoofing and phishing, review the technical intricacies of SPF, DKIM, and DMARC protocols, and highlight the role email authentication plays in optimizing deliverability.<\/p>\r\n<h3>Understanding Email Authentication<\/h3>\r\n<p>Email authentication is a comprehensive process that combines various mechanisms to achieve two crucial goals: verifying the sender\u2019s identity and ensuring the message\u2019s content remains unchanged. Security layers work together to form a digital passport that certifies an email\u2019s authenticity and guarantees that it has not been tampered with during transmission.<\/p>\r\n<p>These protocols and mechanisms are put in place to ensure the email is actually being sent by whom it claims to be. Without proper authentication, emails become susceptible to spoofing, phishing, and other malicious activities.<\/p>\r\n<h3>Decoding Spoofing and Phishing<\/h3>\r\n<p><a href=\"https:\/\/www.proofpoint.com\/us\/threat-reference\/email-spoofing\" target=\"_blank\" rel=\"noopener\">Spoofing<\/a> is a deceptive practice where an email sender disguises themselves as a legitimate source to deceive recipients. This involves forging the sender\u2019s address or domain name to create an illusion of authenticity.<\/p>\r\n<p><a href=\"https:\/\/consumer.ftc.gov\/articles\/how-recognize-and-avoid-phishing-scams\" target=\"_blank\" rel=\"noopener\">Phishing<\/a> is the act of baiting individuals to reveal sensitive information, such as usernames, passwords, credit card details, or social security numbers. Fraudsters often cast their phishing nets through cleverly crafted emails that seem genuine. These fraudulent communications aim to create a sense of urgency or excitement, enticing victims to click on links or share personal information. Once the bait is taken, the phishers gain access to valuable data, often leading to identity theft, financial loss, or unauthorized account access.<\/p>\r\n<p>Spoofing and phishing are like two dancers performing a sinister tango. Spoofing provides the deceptive appearance of legitimacy\u2014think of it as the fancy costume the cybercriminal wears. Phishing, on the other hand, takes advantage of this disguise by crafting deceitful communications that exploit the false sense of trust established through spoofing. The masquerade mask of spoofing hides the true intentions of the phisher, making it much harder for victims to spot the danger lurking beneath.<\/p>\r\n<h3>Organizational Email Authentication<\/h3>\r\n<p>The rapid rise of email-based attacks has highlighted the need for businesses to employ robust email authentication methods. As more sophisticated techniques emerge, relying solely on recipient judgment to differentiate between genuine and malicious emails becomes inadequate.<\/p>\r\n<p>Email authentication adds layers of security that bolster trust, safeguard personal information, and preserve the integrity of digital interactions in an effort to make email safe for both senders and recipients.<\/p>\r\n<p>There are three primary layers that are responsible for email authentication - SPF, DKIM, and DMARC.<\/p>\r\n<h4>SPF (Sender Policy Framework)<\/h4>\r\n<p><strong>The Basics<\/strong>: We\u2019re not talking about sunscreen here. SPF is a DNS (Domain Name System) based email authentication method that leverages TXT records (a text-based DNS file). Domain owners and organizations specify which IP addresses are authorized to send emails on their behalf by including them in a published TXT record. When an email is received, the recipient\u2019s email server extracts the sender\u2019s domain from the email header and queries the DNS for the TXT record. It then compares the source IP of the incoming email with the authorized IP addresses in the SPF record.<\/p>\r\n<p><strong>How it Works<\/strong>: If the source IP is on the authorized list, the SPF check passes, indicating that the email is legitimate. If the source IP is not on the list, the SPF check fails, suggesting that the email might be fraudulent. Recipient email servers utilize the SPF check results to determine whether the email should be delivered, flagged, or rejected.<\/p>\r\n<h4>DKIM (DomainKeys Identified Mail)<\/h4>\r\n<p><strong>The Basics<\/strong>: DKIM utilizes public-key cryptography to verify the integrity and authenticity of an email\u2019s content. When sending an email, the sender\u2019s domain generates a unique private key and attaches a digital signature to the email\u2019s header or body. The corresponding public key is published in a TXT record associated with the sender\u2019s domain.<\/p>\r\n<p><strong>How it Works<\/strong>: Upon receiving an email, the recipient\u2019s email server retrieves the public key from the DNS and uses it to decrypt the digital signature. The server then calculates a hash of the email\u2019s content and compares it with the hash value derived from the decrypted signature. If the hashes match, the email\u2019s content is verified as unchanged since the signature was applied, confirming the email\u2019s authenticity.<\/p>\r\n<h4>DMARC (Domain-based Message Authentication, Reporting, and Conformance)<\/h4>\r\n<p><strong>The Basics<\/strong>: DMARC builds upon SPF and DKIM, adding a layer of policy enforcement and reporting. Domain owners publish a DMARC record that specifies their preferred email authentication policies. This record also includes an email address to receive authentication failure reports.<\/p>\r\n<p><strong>How it Works<\/strong>: When an email is received, the recipient\u2019s server checks the sender\u2019s domain for a DMARC record. If one is found, the server proceeds to authenticate the email using SPF and DKIM. If the authentication fails, the recipient\u2019s server checks the DMARC policy. Based on the policy, the server takes actions such as delivering the email, sending it to the spam folder, or rejecting it outright. Additionally, the server generates a DMARC report detailing the authentication results, which domain owners can use to monitor and analyze their email traffic.<\/p>\r\n<p>SPF, DKIM, and DMARC complement each other, creating a defense against email-based threats. Organizations can publish SPF, DKIM, and DMARC records to provide a comprehensive email authentication framework. Email service providers (ESPs) use these records to verify sender authenticity, email integrity, and adherence to authentication policies, ultimately influencing email deliverability.<\/p>\r\n<h3>The Role of Email Authentication in Deliverability<\/h3>\r\n<p>Email authentication plays a pivotal role in deliverability, influencing how ESPs handle incoming messages. When emails are not authenticated, ESPs might classify them as suspicious or fraudulent, leading to lower deliverability rates.<\/p>\r\n<p>The authentication process impacts deliverability in the following ways:<\/p>\r\n<ol>\r\n\t<li><strong>Reputation and Trust<\/strong>: Authentication mechanisms like SPF, DKIM, and DMARC contribute to building a sender\u2019s reputation. ESPs use this reputation to gauge the trustworthiness of incoming emails. A positive reputation increases the likelihood of emails landing in the recipient\u2019s inbox.<\/li>\r\n\t<li><strong>Spam Avoidance<\/strong>: Unauthenticated emails often raise red flags for ESPs. These emails are more likely to be flagged as spam or even blocked, leading to dismal deliverability rates. Authenticating emails helps them bypass these filters and reach the intended recipient.<\/li>\r\n\t<li><strong>Spoofing and Impersonation Prevention<\/strong>: Email authentication acts as a shield against domain impersonation and email spoofing, where malicious actors mimic trusted sources. This ensures that recipients only receive emails from the actual sender, fostering a safer email environment.<\/li>\r\n<\/ol>\r\n<p>In a landscape where email has evolved into a vital marketing channel, email authentication has remained the backbone of the industry for security and deliverability. By authenticating emails, organizations can safeguard their communication channels, foster trust among recipients, and fortify their email security strategy against the ever-evolving landscape of cyber threats and trickery.<\/p>\r\n<p><em>Looking to learn more? Connect with Iterable\u2019s <a href=\"https:\/\/iterable.com\/services\/\" target=\"_blank\" rel=\"noopener\">Professional Services team<\/a> or, if you\u2019re not yet an Iterable customer, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"The Crucial Role of Email Authentication","post_excerpt":"In this post, we\u2019ll dive into the world of email authentication and highlight the role it plays in optimizing deliverability.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-crucial-role-of-email-authentication","to_ping":"","pinged":"","post_modified":"2023-09-11 07:16:39","post_modified_gmt":"2023-09-11 14:16:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117007","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Finger print and checkmark over Iterable red to depict email authentication\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-crucial-role-of-email-authentication\/"},{"ID":116957,"post_author":"79","post_date":"2023-09-07 07:36:45","post_date_gmt":"2023-09-07 14:36:45","post_content":"<p>As fall enthusiasts celebrate the return of the pumpkin spice latte (PSL), brand marketers are busy bracing themselves for another holiday marketing season. To ensure your upcoming promotions are firing on all cylinders, it\u2019s critical to design the best cross-channel customer experience possible.<\/p>\r\n<p>The good news is you\u2019ve come to the right place. Iterable has a <a href=\"https:\/\/iterable.com\/blog\/#cross-channel\" target=\"_blank\" rel=\"noopener\">blog<\/a> full of cross-channel customer experience best practices, but we get it if you\u2019re strapped for time and can\u2019t read through our entire archive.<\/p>\r\n<p>That\u2019s why, in this post, we\u2019ve summarized our top seven tips. Here\u2019s how to create an exceptional cross-channel experience and build lasting brand loyalty.<\/p>\r\n<h3>1. Consolidate Your Martech Stack<\/h3>\r\n<p>Like a closet bursting at the seams, having hundreds of marketing solutions is a waste that clutters your life and drains your dollars. On the other hand, consolidating your martech stack is like curating an elegant capsule wardrobe. Consolidation is crucial to reducing redundancies, increasing ROI, and scaling the impact of your team.<\/p>\r\n<p>We break down the details of conducting a <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">martech stack audit<\/a>, but the first step is to take inventory of all the platforms you have and align them to the use cases they support. Once you identify any glaring overlap, you can set out to remove any unnecessary tools.<\/p>\r\n<h3>2. Reevaluate How Your Customer Data is Managed<\/h3>\r\n<p>The foundation of any martech stack architecture is the <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">data layer<\/a>\u2014meaning how customer data is collected, stored, accessed, and activated. The issue for most companies is sitting on a wealth of information but not knowing how to put it to good use. This is what we refer to as the <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">Activation Gap<\/a>, and it leads to poor customer experiences.<\/p>\r\n<p>Following the previous tip and eliminating redundancy will streamline the flow of data, but it\u2019s important to dig deeper and implement a modern customer data management strategy. It can be challenging to weigh the benefits of a cloud data warehouse, a reverse ETL solution, or CDP, but with Iterable\u2019s <a href=\"https:\/\/iterable.com\/partners\/technology\/\" target=\"_blank\" rel=\"noopener\">partner ecosystem<\/a>, we can help you find the right technology for your business.<\/p>\r\n<h3>3. Automate the Entire Customer Journey<\/h3>\r\n<p>An ideal cross-channel customer experience involves sending relevant messages through the right communication channels at the perfect moment. But this isn\u2019t possible if you haven\u2019t determined what these crucial channels, messages, and moments are. After all, you can\u2019t automate what you haven\u2019t outlined, so it\u2019s key to plot the full customer journey, from initial awareness all the way through to first purchase and long-term loyalty.<\/p>\r\n<p><br \/>\r\n<a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">Lifecycle mapping<\/a> and customer journey automation go hand in hand, so to make things simple, we have a <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener\">personalization playbook<\/a> that walks you through the four key steps to creating the ideal customer journey: defining your customer, identifying the problems they face, positioning your brand as the solution, and calling the customer to action.<\/p>\r\n<h3>4. Prioritize a Mobile Cross-Channel Customer Experience<\/h3>\r\n<p>The mobile experience is like an umbrella containing multiple communication channels, so connecting them seamlessly is crucial: SMS, push notifications, in-app messages, and the mobile inbox. This also involves optimizing email and browser notifications for mobile devices and even adding QR codes to direct mail or in-store promotions.<\/p>\r\n<p>Improving your company\u2019s mobile experience means fostering conversations with customers that are immediate, informative, intimate, and individual. Going mobile-first doesn\u2019t necessarily mean building an app from scratch\u2014although if your brand already has one, we have plenty of tips to successfully grow your <a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener\">app user base<\/a>. There are countless ways to <a href=\"https:\/\/iterable.com\/blog\/5-ways-increase-mobile-engagement\/\" target=\"_blank\" rel=\"noopener\">increase mobile engagement<\/a>, including adding embedded messages to a mobile-optimized website, setting up smart opt-in permissions, deploying actionable push notifications, and enhancing your SMS\/MMS strategy. Start by executing the tactics that will make the biggest impact on your users.<\/p>\r\n<h3>5. Train Your Teams on AI Marketing<\/h3>\r\n<p>There are a ton of misconceptions and <a href=\"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/\" target=\"_blank\" rel=\"noopener\">myths around AI marketing<\/a>, but true innovation isn\u2019t achieved without experimentation. Before the summer ends, brush up on the basics by studying the <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-ai-marketing\/\" target=\"_blank\" rel=\"noopener\">five 5Ws of AI marketing<\/a> and start creating your own repository of <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">great examples<\/a> of AI-powered campaigns across all your channels.<\/p>\r\n<p>Once everyone on your team has a better understanding of what\u2019s possible with AI, they can brainstorm how to apply it to develop more creative messaging for your brand, whether it\u2019s copy generation for subject lines or automatic decision-making on when to send an email or text.<\/p>\r\n<h3>6. Put Your Sends on Autopilot<\/h3>\r\n<p>Cross-channel marketing has moved way beyond sending a message at 9 a.m. on a Tuesday. If you\u2019re going to <a href=\"https:\/\/iterable.com\/blog\/5-cross-channel-marketing-strategies-to-incorporate\/\" target=\"_blank\" rel=\"noopener\">orchestrate a breadth of channels<\/a>\u2014like email, SMS, mobile push, web push, direct mail, connected TV, and more\u2014the last thing you need is to manually determine when, where, and how often to communicate with customers.<\/p>\r\n<p>Thankfully, with <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI optimization<\/a> of send time, channel, and frequency, you can let AI decide based on the historical engagement data of each individual user.<\/p>\r\n<h3>7. Continue to Test and Experiment<\/h3>\r\n<p>As our name suggests, we\u2019re big fans of iteration. It\u2019s not recommended to just set-it-and-forget-it when it comes to cross-channel marketing\u2014customer behavior is always in flux. After implementing the previous tips, carve out time for testing, whether it\u2019s running an <a href=\"https:\/\/iterable.com\/blog\/5-holiday-readiness-tips-from-iterables-user-group\/\" target=\"_blank\" rel=\"noopener\">A\/B split on a holiday promo<\/a> or trying out a <a href=\"https:\/\/iterable.com\/blog\/2023-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">new email design<\/a>. Don\u2019t let your customer experience go stale, especially in the lead-up to the biggest shopping season where standing out among your competitors is mission-critical.<\/p>\r\n<p>This list of cross-channel customer experience tips could be a mile long, but the very best tip we can share is just to get started. Grab that seasonal caffeinated drink of your choice, and charge ahead on bringing a joyous experience to your customers, wherever they are.<\/p>\r\n<p><em>Want our personalized recommendations on how to design the best cross-channel customer experience for your business? Reach out to <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> of Iterable\u2019s all-in-one customer communication platform today.<\/em><\/p>","post_title":"7 Tips for Designing the Best Cross-Channel Customer Experience","post_excerpt":"We\u2019ve summarized our top seven tips. Here\u2019s how to create an exceptional cross-channel customer experience and build lasting brand loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"7-tips-for-designing-the-best-cross-channel-customer-experience","to_ping":"","pinged":"","post_modified":"2023-09-07 07:36:45","post_modified_gmt":"2023-09-07 14:36:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116957","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 07, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"grey background with vertical lines of colorful circles with white icons in them depicting different channels\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/7-tips-for-designing-the-best-cross-channel-customer-experience\/"},{"ID":116931,"post_author":"113","post_date":"2023-09-06 14:42:54","post_date_gmt":"2023-09-06 21:42:54","post_content":"<p>Being able to effectively collaborate across teams is crucial to the success of any business, but the relationship between Lifecycle Marketers and Product Managers can be especially tricky. On certain projects or product launches, these roles can overlap in unpredictable ways, and it can be difficult to know who owns what.<\/p>\r\n<p>During the September edition of this webinar series, Tiffani Davidson, Head of Lifecycle Marketing at Signos, and Mikhail Pozin, Growth Product Manager at Signos, break down how they tackled these challenges together, resulting in a more robust partnership between their teams as well as an exceptional project success story.<\/p>\r\n<p><strong>You\u2019ll walk away from this webinar with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Deeper insights into the challenges that commonly plague cross-functional teams, equipping you with the knowledge to successfully collaborate on projects and launches<\/li>\r\n\t<li>Actionable tips tailored to both Lifecycle Marketers and Product Managers designed to help you speak the same language<\/li>\r\n\t<li>Live Q&amp;A with our panelists, Tiffani and Mik, here to help you break down the barriers between Lifecycle Marketers and Product Managers<\/li>\r\n<\/ul>\r\n<p>Register now to gain valuable insights and effective strategies from these industry experts.<\/p>","post_title":"Ask a Dreamer About: How Signos Breaks Down Barriers Between the Product Management and Lifecycle Marketing Teams","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-dreamer-about-how-signos-breaks-down-barriers-between-the-product-management-and-lifecycle-marketing-teams","to_ping":"","pinged":"","post_modified":"2023-09-27 16:25:21","post_modified_gmt":"2023-09-27 23:25:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=116931","menu_order":1,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 06, 2023","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":70,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-dreamer-about-how-signos-breaks-down-barriers-between-the-product-management-and-lifecycle-marketing-teams\/"},{"ID":116919,"post_author":"79","post_date":"2023-09-05 10:53:45","post_date_gmt":"2023-09-05 17:53:45","post_content":"<p>Artificial Intelligence (AI) has penetrated nearly every industry, and marketing is no exception. But is AI in marketing <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/unpacking-ai-beyond-the-hype\/\" target=\"_blank\" rel=\"noopener\">worth the hype<\/a>, or is it just another overblown buzzword? <br \/>\r\nAI technology is in high demand within the world of marketing because it can help streamline processes, personalize content for customers, and extract pertinent information from customer data sources.<\/p>\r\n<p>It\u2019s apparent that incorporating AI in marketing may offer a lot of perks, but understanding these tools\u2019 abilities and boundaries should always remain top priority. In this blog post, we\u2019ll delve into the pros and cons of AI in marketing and provide tips for effectively implementing AI into your marketing strategy.<\/p>\r\n<h3>The Benefits of AI in Marketing<\/h3>\r\n<p>The advantages of AI in marketing are noteworthy and include improved efficiency, greater personalization capabilities, and enhanced decision making.<\/p>\r\n<h4>Increased Efficiency<\/h4>\r\n<p>According to Forbes, \u201cAI and Machine Learning are on track to <a href=\"https:\/\/www.forbes.com\/sites\/louiscolumbus\/2021\/02\/21\/10-ways-ai-and-machine-learning-are-improving-marketing-in-2021\/?sh=14ed173114c8\" target=\"_blank\" rel=\"noopener\">generate between $1.4 Trillion to $2.6 Trillion in value by solving Marketing and Sales problems<\/a> over the next three years, according to the McKinsey Global Institute.\u201d Through automating processes such as data analysis, campaign development, and certain content creation tasks, marketers get back more time to focus on things requiring human discernment\u2014like strategy implementation\u2014which leads to increased performance of the business\u2019s marketing activities overall.<\/p>\r\n<p>The time saved with AI content creation tools like Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">AI-powered Copy Assist<\/a>, gives you alternative copy suggestions for everything from subject lines to SMS copy based on your initial prompt, allowing you to innovate quickly and focus on strategizing the lifecycle journey instead of spending excess time on smaller tasks.<\/p>\r\n<h4>Enhanced Personalization<\/h4>\r\n<p>Customer data is extremely valuable for brands because it can be used to create personalized content and offer recommendations that meet individual requirements. This, in turn, leads to higher engagement levels which help improve marketing performance over time. As McKinsey points out, \u201cOver three-quarters of consumers (76 percent) said that <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">receiving personalized communications was a key factor in prompting their consideration of a brand<\/a>, and 78 percent said such content made them more likely to repurchase.\u201d<\/p>\r\n<p>Personalization comes from insights, but data analysis can be time consuming. Products like Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> use AI to enhance personalization and expedite customer data analysis. Brand Affinity tells you where your brand currently stands with each customer and helps identify the most appropriate journey for a customer based on their sentiment towards your brand..<\/p>\r\n<h4>Improved Decision Making<\/h4>\r\n<p>AI marketing tools provide accurate data analysis and aid marketers in making sound decisions regarding their strategies. Using historical customer data, AI takes the \u201cguess\u201d out of guesswork and makes it easy for your team to make decisions that have impact.<\/p>\r\n<p>There are AI marketing tools that help with even the seemingly mundane decisions, like when to send a message. With Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization (STO)<\/a>, for example, marketers can send messages to their customers at the time of day that is most likely to garner engagement from each of them\u2014individually. Without such a tool, marketers could be sending messages at times that receive no engagement. AI allows every decision in the marketing workflow to be optimized for best results.<\/p>\r\n<h3>The Challenges of AI in Marketing<\/h3>\r\n<p>When considering AI for marketing, it is important to also recognize any associated issues and potential risks that come with its implementation. Marketers should aim to maintain data protection and safety, avoid algorithmic favoritism, and find a balance between automation and human creativity.<\/p>\r\n<h4>Data Privacy and Security<\/h4>\r\n<p>When utilizing AI in marketing, companies must ensure the <a href=\"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/\" target=\"_blank\" rel=\"noopener\">protection of customer data<\/a> and compliance with relevant regulations to uphold consumer trust. To safeguard information, organizations should implement measures such as encryption technology, access controls, and regular audits.<\/p>\r\n<p>Regulations\u2014like <a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener\">GDPR<\/a> (General Data Protection Regulation) and <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener\">CCPA<\/a> (California Consumer Privacy Act), for example\u2014need to be observed when using AI in marketing too.<\/p>\r\n<h4>Algorithmic Biases<\/h4>\r\n<p>Navigating the intricacies of <a href=\"https:\/\/hbr.org\/2019\/10\/what-do-we-do-about-the-biases-in-ai\" target=\"_blank\" rel=\"noopener\">algorithmic biases in AI<\/a> is crucial for both ethical and business reasons. These biases, often reflecting existing societal prejudices, manifest in various forms\u2014be it racial and gender biases in facial recognition, or discriminatory practices in healthcare resource allocation.<\/p>\r\n<p>CEOs and upper management need to adopt a multi-disciplinary approach, focusing not just on the technical aspects but also on organizational responsibility, to effectively mitigate these biases. After all, a biased AI system could lead to poor business decisions and reputation damage, aside from perpetuating societal inequities.<\/p>\r\n<h4>Balancing Automation and Human Creativity<\/h4>\r\n<p>While AI excels in data analysis, pattern recognition, and even automating rote tasks, it falls short in <a href=\"https:\/\/dataconomy.com\/2023\/08\/18\/difficulties-in-artificial-intelligence\/\" target=\"_blank\" rel=\"noopener\">understanding nuanced human emotions<\/a>, crafting compelling narratives, and making ethical judgments. These are realms where human creativity is irreplaceable.<\/p>\r\n<p>Striking a harmonious balance between the computational power of AI and the creative insights of human marketers ensures not only optimal returns on investment but also a marketing strategy that resonates on a deeply human level with your target audience.<\/p>\r\n<h3>Tips for Successfully Implementing AI in Marketing<\/h3>\r\n<p>For a successful implementation of AI in marketing, brands need to start small and slowly scale up while balancing technology with human input for best results. Investing in training and education can guarantee that your organization achieves their desired objectives when incorporating AI into their strategies.<\/p>\r\n<h4>Start Small and Scale Up<\/h4>\r\n<p>Businesses can benefit from starting with small AI projects to gain an understanding of the potential and pitfalls associated with its applications. Assess different solutions that align best with your needs and identify reputable vendors who specialize in AI marketing efforts.<\/p>\r\n<p>For example, start by integrating AI into one facet of your operations\u2014say, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916\" target=\"_blank\" rel=\"noopener\">channel optimization<\/a>. To begin, use AI to understand through which channel your messaging will resonate most effectively. Starting small enables you to tailor your efforts, learn how adding AI can change your strategy, and help determine where human involvement is essential.<\/p>\r\n<h4>Balance AI With Human Input<\/h4>\r\n<p>Brands that seamlessly weave AI automation and human creativity together can craft strategies tailor-made for their specific objectives. The automation provided by AI serves as a powerful accelerator, allowing for quick data analysis, customer segmentation, and even content creation. However, it's human expertise that adds the essential layers of nuance, emotional intelligence, creativity, and ethical considerations. These human elements ensure that marketing campaigns are not only ethical and efficient but also deeply resonate with consumers on an emotional level.<\/p>\r\n<p>As I shared in my Activate Summit presentation, \"<a href=\"https:\/\/dkapush.com\/speaking-engagements#activate\" target=\"_blank\" rel=\"noopener\">AI technology can complement and enhance the work of marketers, but it cannot replace them entirely.<\/a>\" In essence, the ultimate goal should be to create a symbiotic relationship between AI and human input.<\/p>\r\n<h4>Invest in Training and Education<\/h4>\r\n<p>Training and education related to AI in marketing is important for harnessing the technology\u2019s capabilities. <a href=\"https:\/\/www.marketingaiinstitute.com\/\" target=\"_blank\" rel=\"noopener\">The Marketing AI Institute<\/a>, for example, provides employees with resources so that their teams can use AI technology correctly, allowing them to stay competitive. By investing in training opportunities, brands will experience improved output from their marketers as well as enhanced customer satisfaction levels. Leveraging advanced AI within marketing environments helps ensure continual success overall.<\/p>\r\n<h3>It <em>is<\/em> Worth the Hype<\/h3>\r\n<p>AI in marketing is clearly worth the attention it receives as it can be used to streamline operations and boost personalization and decisions. According to I Mean Marketing, \u201cMarketing teams with high performance are averaging <a href=\"https:\/\/imeanmarketing.com\/blog\/ai-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">seven different uses of AI and machine learning<\/a> today and 52% are planning to increase their adoption this year.\u201d<\/p>\r\n<p>It\u2019s important for brands to consider all potential facets of deploying this technology\u2014like data security measures, protecting against algorithmic prejudices, and balancing automation with human creativity. There\u2019s a learning curve as we all become more familiar with the available technologies, but there\u2019s no better time to start learning than right now.<\/p>\r\n<p><em>To learn more about Iterable\u2019s AI capabilities, check out our <a href=\"https:\/\/iterable.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">AI Hub<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Is AI in Marketing Worth the Hype in 2023?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"is-ai-in-marketing-worth-the-hype-in-2023","to_ping":"","pinged":"","post_modified":"2023-09-05 11:05:30","post_modified_gmt":"2023-09-05 18:05:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116919","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 05, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"photo of person at laptop with tech imagery floating above their hands\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/is-ai-in-marketing-worth-the-hype-in-2023\/"},{"ID":113082,"post_author":"60","post_date":"2023-08-31 11:54:25","post_date_gmt":"2023-08-31 18:54:25","post_content":"<p>Iterable has partnered with Internet Retailing to bring you the 2023 RetailX Germany Ecommerce Country Report for the latest findings on how German shoppers buy online and across sales channels \u2013 and on how leading retailers and brands in the market sell to them. In the 2023 edition of the report we examine the current state of the German ecommerce market, looking at everything from the influence of politics and the invasion of Ukraine by Russia and its impact on the market, to trends such as payments, delivery and consumer behaviour.<\/p>\r\n<p>Read the report to learn:<\/p>\r\n<ul>\r\n\t<li>Expert insight into the German ecommerce market<\/li>\r\n\t<li>Graphs, figures and charts to show how consumer behaviour is changing in Germany<\/li>\r\n\t<li>Discover how Germany performs against global benchmarks<\/li>\r\n\t<li>The rise in social commerce in Germany<\/li>\r\n\t<li>Best practice from brands like Obi, Mindfactory, Thalia, Bonprix, Douglas and Alternative<\/li>\r\n<\/ul>","post_title":"Germany Ecommerce Market Report 2023","post_excerpt":"In the 2023 edition of the report we examine the current state of the German ecommerce market, looking at everything from the influence of politics, to trends such as payments, delivery and consumer behaviour.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"germany-ecommerce-market-report-2023","to_ping":"","pinged":"","post_modified":"2023-08-31 12:04:09","post_modified_gmt":"2023-08-31 19:04:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=113082","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 31, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/germany-ecommerce-market-report-2023\/"},{"ID":116755,"post_author":"79","post_date":"2023-08-29 09:23:38","post_date_gmt":"2023-08-29 16:23:38","post_content":"<p>Another day, another iOS. If you haven\u2019t heard already, Apple is getting ready to roll out <a href=\"https:\/\/www.apple.com\/ios\/ios-17-preview\/\" target=\"_blank\" rel=\"noopener\">iOS 17<\/a> and <a href=\"https:\/\/www.apple.com\/macos\/sonoma-preview\/\" target=\"_blank\" rel=\"noopener\">MacOS Sonoma<\/a>, which will likely be fully released by September and October of this year, respectively. With each release comes new features to help make Apple\u2019s operating systems more secure for users. This release, in particular, has some <a href=\"https:\/\/www.apple.com\/newsroom\/2023\/06\/apple-announces-powerful-new-privacy-and-security-features\/\" target=\"_blank\" rel=\"noopener\">privacy and security updates<\/a> that have marketers concerned.<\/p>\r\n<p>In a world that\u2019s becoming increasingly more data-centric, Apple is prioritizing data privacy and giving users the ability to control the data they share. As Craig Federighi, Apple\u2019s senior vice president of Software Engineering said, \u201cWe are focused on <a href=\"https:\/\/www.apple.com\/newsroom\/2023\/06\/apple-announces-powerful-new-privacy-and-security-features\/\" target=\"_blank\" rel=\"noopener\">keeping our users in the driver\u2019s seat<\/a> when it comes to their data by continuing to provide industry-leading privacy features and the best data security in the world.\u201d<\/p>\r\n<p>With these privacy and security updates, however, come some changes that may shift the way marketers operate. One change in particular\u2014Link Tracking Protection\u2014will impact how marketers collect customer data. Don\u2019t panic. Remember, iOS updates are meant to improve the overall customer experience, so let\u2019s talk link tracking.<\/p>\r\n<h3>Revisiting URL Structure<\/h3>\r\n<p>We\u2019ll get to the new link tracking protection update, but let\u2019s rewind a bit. Links can hold a lot of information besides the basic URL. Within a link there are often <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6277564?hl=en#:~:text=URL%20parameter%20is%20a%20way,by%20an%20ampersand%20(%26).\" target=\"_blank\" rel=\"noopener\">URL parameters<\/a>, which, as defined by Google, are \u201cway[s] to pass information about a click through its URL.\u201d Google breaks down parameters into two buckets: 1) content-modifying parameters and 2) tracking parameters.<\/p>\r\n<p>Content-modifying parameters are link additions that send users to a specific page on your website or personalize the content or behavior of the page. Tracking parameters, however, are added to the end of a URL and can track user behavior across websites and marketing channels. These tracking parameters will be impacted by the iOS17 Link Tracking Protection update.<\/p>\r\n<h3>What is the iOS17 Link Tracking Protection Update?<\/h3>\r\n<p>With this new release, Apple announced Link Tracking Protection which, in a couple of key scenarios, will strip away the parts of the URL that Apple identifies as tracking parameters.<\/p>\r\n<p>These scenarios include:<\/p>\r\n<ul>\r\n\t<li>Any time you share a link with another person via Apple\u2019s \u201cshare\u201d menu in Messages or Mail apps<\/li>\r\n\t<li>Any time a user clicks a link via Safari Private Browsing (This includes browsing around, or clicking a link in email or messages when Safari Private Browsing is enabled.)<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_116756\" align=\"alignnone\" width=\"1516\"]<img class=\"size-full wp-image-116756\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-29-at-11.53.20-AM.png\" alt=\"Screenshot showing a link with a full tracking parameter in tact. Then, post-iOs 17 the link is shown without the string of numbers at the end.\" width=\"1516\" height=\"520\" \/> <em>This example shows the tracking parameter being stripped off of a link. Source: <a href=\"https:\/\/www.peelinsights.com\/post\/ios-17-disrupts-link-tracking-for-marketing-attribution\" target=\"_blank\" rel=\"noopener\">Peel<\/a>.<\/em>[\/caption]\r\n\r\n<p>While Apple says that the links will continue to work, and <a href=\"https:\/\/www.triplewhale.com\/blog\/link-tracking-protection-ios-17\" target=\"_blank\" rel=\"noopener\">typical Urchin Tracking Modules (UTMs) won\u2019t be impacted<\/a>, removing the tracking parameters will prevent things like cross-site and click tracking at an individual level. Which, as a cross-channel platform powering billions of personalized conversations across multiple channels, prompted us to dig in further to understand what these changes mean for our community.<\/p>\r\n<h4>There\u2019s No Need to Panic<\/h4>\r\n<p>Deep breaths. In reality, there\u2019s no need to panic. After all, not all parameters from all sources are being stripped and your existing links won\u2019t break. Apple seems to be focused on large, egregious tracking offenders like Facebook, Tiktok, and Google. Yes, the <a href=\"https:\/\/knak.com\/blog\/blog\/link-tracking-updates-ios-17\/\" target=\"_blank\" rel=\"noopener\">list of parameters that Apple will strip<\/a> could expand, but for now, there seems to be a select group. Plus, these are only impacted on Apple-related software\u2014Apple Mail, Message App, and Safari Private Browsing.<\/p>\r\n<p>And\u2014even better news\u2014at this point, Iterable\u2019s links don\u2019t seem to be impacted by this update. So, if a customer opens an Iterable link via Apple Mail, for example, Iterable\u2019s tracking parameters are still intact and Iterable customers can still see click metrics.<\/p>\r\n<p><em>To protect against link parameter stripping in the future, we're taking proactive measures behind the scenes. We, of course, will continue to closely monitor the situation, but for now everything is business-as-usual.<\/em><\/p>\r\n<h3>Rethinking How to Measure Success<\/h3>\r\n<p>Link Tracking Protection is just one more step in Apple\u2019s continued trend of taking action to give consumers more control over their data. The industry saw the visibility and reliability of open metrics <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">impacted in iOS 15<\/a>, and now with these latest moves we are seeing Apple move farther down the funnel into click data.<\/p>\r\n<p>As this trend continues, it is becoming more and more important that marketers start to shift their thinking. Rather than relying fully on what some may consider \u201c<a href=\"https:\/\/learn.g2.com\/vanity-metrics\" target=\"_blank\" rel=\"noopener\">vanity metrics<\/a>\u201d\u2014like clicks and opens\u2014marketers may need to start incorporating more down-funnel conversion metrics into their assessment of success to understand the impact of their efforts.<\/p>\r\n<p>Consider what is leading customers to convert once they\u2019ve reached your website or app. What metrics can you look at that really tie to a return on investment (ROI)? Consider <a href=\"https:\/\/www.searchenginejournal.com\/content-marketing-kpis\/business-conversion\/#close\" target=\"_blank\" rel=\"noopener\">conversion metrics<\/a> like conversion rate, leads generated, purchase, order value, etc., and engagement events like streamed, favorited, or other events that drive retention.<\/p>\r\n<p>You can also start to lean into first- and zero-party data more to better understand your individual customers. <a href=\"https:\/\/iterable.com\/blog\/how-to-collect-leverage-first-party-data-for-conversions\/\" target=\"_blank\" rel=\"noopener\">First-party data<\/a> would include any behavioral data or purchase data you have collected implicitly from a customer interacting with your website or app. <a href=\"https:\/\/iterable.com\/blog\/how-quizzes-collect-zero-party-data-to-help-build-customer-profiles\/\" target=\"_blank\" rel=\"noopener\">Zero-party data<\/a> is data you collect explicitly from customers\u2014so think surveys, quizzes, customer support chats, and so on. This data can help inform marketing strategies in ways beyond just link tracking.<\/p>\r\n<h3>The Silver Lining of iOS 17 Link Tracking<\/h3>\r\n<p>Apple isn\u2019t releasing these new features to spite marketers. Apple is only keeping the customers\u2019 best interests at heart and, at the end of the day, that\u2019s what we, as marketers, should strive to do as well. Continuing to rely on data from clicks and opens isn\u2019t going to push us to be better, but change will. Rather than seeing each customer as a click, each customer should be viewed as an individual.<\/p>\r\n<p>Emails should contain content that provides value, not clickbait. SMS messages should be a two-way conversation that gives both the customer and the brand insight into the person on the other end. Personalization is about more than just a number on a dashboard and the iOS 17 link tracking protection update is just another step towards recognizing customers as individuals.<\/p>\r\n<p><em>To learn more about the iOS 17 link tracking update and what it could mean for you, reach out to your Iterable Customer Success Manager or, if you\u2019re not an Iterable customer yet, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"iOS 17 Link Tracking Protection: What it Means for Marketers","post_excerpt":"Link Tracking Protection is just one more step in Apple\u2019s continued trend of taking action to give consumers more control over their data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ios-17-link-tracking-protection","to_ping":"","pinged":"","post_modified":"2023-08-29 09:24:10","post_modified_gmt":"2023-08-29 16:24:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116755","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 29, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ios-17-link-tracking-protection\/"},{"ID":116615,"post_author":"79","post_date":"2023-08-28 12:25:04","post_date_gmt":"2023-08-28 19:25:04","post_content":"<h3>A Cosmic Approach to Marketing Technology<\/h3>\r\n<p>In the world of modern marketing, success is often written in the stars\u2014both figuratively and literally. Just as celestial bodies influence our lives through the cosmos, the right Marketing Technology (martech) stack can guide your brand's journey towards prosperity. Imagine harnessing the power of your horoscope to craft a tailored martech constellation that aligns with your destiny. In this blog post, we'll explore the mystical connection between building a martech stack and the guiding influence of horoscopes.<\/p>\r\n<hr \/>\r\n<h4><strong>Aries (March 21 - April 19): The Fearless Trailblazer<\/strong><\/h4>\r\n<p>Dynamic and energetic Aries, your fiery spirit calls for a martech stack that matches your pace. Embrace flexible marketing automation tools that adapt to your swift decisions. From personalized email campaigns to real-time mobile engagement, automation helps you blaze a trail while staying true to your individualistic flair.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Aries as a Marketer: Agile\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Catalog\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace the dynamic cosmos of data-driven marketing with Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener\">Catalog<\/a> , your agile access point where customer's behaviors and demographics converge to create a constellation of personalized content across the vast reaches of cross-channel harmonization.<\/p>\r\n<hr \/>\r\n<h4>Taurus (April 20 - May 20): The Enduring Stalwart<\/h4>\r\n<p>Taureans thrive on consistency and reliability. Channel this energy into your martech stack by investing in marketing automation platforms that nurture customer relationships and maintain a steady flow of engagement across channels. Just as you nurture relationships, marketing communication platforms nurture customers, fostering a harmonious growth trajectory.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Taurus as a Marketer: Consistent\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Studio\u00a0<\/strong><\/mark><\/p>\r\n<p>As the steadfast Taurus, your unyielding dedication to nurturing customer engagement finds its cosmic resonance in the ability of <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">Iterable Studio<\/a> to cultivate personalized connections. Harness the energies of behavioral and demographic data to create campaigns that bloom with authenticity, fostering lasting connections for consistent engagement across email, SMS, in-app, web push, direct mail, and more. engagement<\/p>\r\n<hr \/>\r\n<h4>Gemini (May 21 - June 20): The Adaptable Communicator<\/h4>\r\n<p>Chatty and versatile Gemini, the stars urge you to embrace the SMS cosmos. Craft a martech mosaic by intertwining SMS tools that allow you to curate conversations across mobile devices. Your ability to adapt to trends and engage in lively discourse will propel your brand into the digital spotlight. Geminis excel in communication, and so should your martech stack.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Gemini as a Marketer: Flexible\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: SMS\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace your innate Gemini gift for trendy and chatty communication as the stars align to amplify your marketing strategy with the dynamic force of <a href=\"https:\/\/iterable.com\/blog\/how-to-optimize-your-sms-and-mms-strategy\/\" target=\"_blank\" rel=\"noopener\">Iterable SMS<\/a>. Your flexible nature effortlessly weaves conversations that sparkle with trendsetting charm, tap into the zeitgeist, and forge connections that dance through the digital cosmos, bridging the gap between you and your audience.<\/p>\r\n<hr \/>\r\n<h4>Cancer (June 21 - July 22): The Intuitive Nurturer<\/h4>\r\n<p>Empathetic and instinctive Cancer, your connection with data analytics tools enhances your emotional intelligence. By deciphering consumer behavior patterns, you can provide personalized experiences that resonate deeply. Let the stars guide you towards insights that foster authentic connections.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Cancer as a Marketer: Empathetic\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Brand Affinity\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace the intuitive essence of Cancer as you harness the lunar currents of customer behavior. Infuse your marketing communications with Iterable\u2019s real-time responsiveness and <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> to understand each customer\u2019s emotional resonance, nurturing connections that ebb and flow harmoniously, creating a tidal symphony of engagement that truly understands and speaks to the hearts of your audience.<\/p>\r\n<hr \/>\r\n<h4>Leo (July 23 - August 22): The Charismatic Performer<\/h4>\r\n<p>Dramatic and expressive Leo, your creative prowess shines. From dazzling visuals to captivating copy, your martech stack empowers you to craft narratives that draw the spotlight while connecting with audiences. Step onto the digital stage and let your content roar with power and originality.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Leo as a Marketer: Creative\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Copy Assist\u00a0<\/strong><\/mark><\/p>\r\n<p>Roar with confidence, mighty Leo, as you harness the celestial prowess of Iterable\u2019s AI-powered <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist-\" target=\"_blank\" rel=\"noopener\">Copy Assist<\/a> to amplify your creative brilliance, igniting your messages with a majestic flare that captivates hearts and commands attention. Your creativity makes your marketing campaigns shine as brilliantly as the sun itself, leaving an indelible mark on all who behold your majestic communications.<\/p>\r\n<hr \/>\r\n<h4>Virgo (August 23 - September 22): The Detail-Oriented Perfectionist<\/h4>\r\n<p>Virgos excel in precision, a trait that aligns perfectly with marketing optimization. Utilize supercharged experimentation and A\/B testing tools to meticulously refine your campaigns, ensuring every detail contributes to a harmonious whole.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Virgo as a Marketer: Meticulous\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Experiments\u00a0<\/strong><\/mark><\/p>\r\n<p>Channel your Virgo precision and analytical prowess as you embark on a stellar journey of <a href=\"https:\/\/iterable.com\/customers\/lovepop\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Experimentation and A\/B testing tools<\/a>, fine-tuning your marketing campaigns with meticulous care, ensuring every detail aligns flawlessly to create a symphony of perfection that resonates with your audience's desires, leaving a trail of efficiency and effectiveness in your celestial wake.<\/p>\r\n<hr \/>\r\n<h4>Libra (September 23 - October 22): The Harmonious Diplomat<\/h4>\r\n<p>Balanced and diplomatic Libra, the cosmos encourages you to synchronize and balance your marketing efforts. Integrate <a href=\"https:\/\/iterable.com\/blog\/orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">marketing orchestration<\/a> tools that align your campaigns seamlessly, creating a symphony of experiences for your audience. Let your brand's voice resonate harmoniously in every touchpoint.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Libra as a Marketer: Equanimous\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Channel Optimization\u00a0<\/strong><\/mark><\/p>\r\n<p>The harmonious spirit of Libras shines through when determining the best channel to reach each individual. A Libra\u2019s equanimity is best on display when utilizing Iterable\u2019s Channel Optimization for cosmic equality in channel distribution, letting customer data determine the destiny of each message, sending them only where the customer most needs them.<\/p>\r\n<hr \/>\r\n<h4>Scorpio (October 23 - November 21): The Strategic Detective<\/h4>\r\n<p>Mysterious and insightful Scorpio, predictive analytics tools unveil hidden truths. Dive into the depths of consumer behavior, revealing insights that guide your strategic decisions. Your martech stack becomes a crystal ball, allowing you to navigate the marketing realm with foresight.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Scorpio as a Marketer: Intuitive\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Predictive Goals\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace your Scorpio intuition and delve into the mystical depths of <a href=\"https:\/\/iterable.com\/blog\/how-predictive-analytics-ai-can-work-for-you-in-2022\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Predictive Goals<\/a>, allowing you to unveil the hidden currents of customer behavior with uncanny accuracy, unlocking the secrets of what they're most likely to engage with. Just as your sign's insight pierces through veils, this tool empowers you to anticipate desires and forge connections that resonate at a soul-deep level, cultivating a magnetic allure in your marketing endeavors.<\/p>\r\n<hr \/>\r\n<h4>Sagittarius (November 22 - December 21): The Adventurous Explorer<\/h4>\r\n<p>Embrace the spirit of adventure in your marketing endeavors. As you set forth on your stellar journey, remember that your path is not determined for you. You have the ability to create a martech stack that fits your needs through the power of strategic integrations. Expand the scope of your stack to forge connections far and wide and expand your reach like shooting stars across the universe. Your boundless curiosity propels your brand towards unexplored territories full of optimization.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Sagittarius as a Marketer: Energetic\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Partner Integrations\u00a0<\/strong><\/mark><\/p>\r\n<p>Let the stars guide you towards the integrations that make sense for your business needs. Iterable\u2019s extensive <a href=\"https:\/\/iterable.com\/partners\/solutions\" target=\"_blank\" rel=\"noopener\">partner ecosystem<\/a> creates a choose your own adventure style stack that enables you to achieve your wildest dreams. By adapting your stack to your\u2014and your audiences\u2019\u2014needs, you'll shoot arrows of personalized engagement straight into the hearts of your customers, forging connections that span horizons and ignite a fire of deeper, meaningful interactions.<\/p>\r\n<hr \/>\r\n<h4>Capricorn (December 22 - January 19): The Ambitious Achiever<\/h4>\r\n<p>Ambitious and disciplined Capricorn, the stars guide you to find just the right cadence with your customers. Craft a martech framework that fine-tunes user experiences, driving visitors towards becoming loyal customers. Your commitment to achieving results paves the way for consistent growth.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Capricorn as a Marketer: Disciplined\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Frequency Optimization\u00a0<\/strong><\/mark><\/p>\r\n<p>Capricorn, as you climb the ladder of success, remember the celestial wisdom of <a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Frequency Optimization<\/a>. Just as you find balance in your pursuits, this tool ensures your customers receive tailored engagement\u2014not overwhelming, but precisely the right amount. By being disciplined in your messaging rhythm, you build steadfast connections, mirroring your sign's patient and practical approach to achieve lasting engagement that resonates at the perfect frequency.<\/p>\r\n<hr \/>\r\n<h4>Aquarius (January 20 - February 18): The Innovative Visionary<\/h4>\r\n<p>Innovative and forward-thinking Aquarius, you see modern in-app messaging as an accelerator, not bogged down by the mundane. Your messages stay current with real-time, dynamic content based on customer behavior. You look to move quickly and keep a forward trajectory, so your tech stack operates efficiently without stopping for constant maintenance.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Aquarius as a Marketer: Inventive\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Embedded Messages\u00a0<\/strong><\/mark><\/p>\r\n<p>Let the currents of innovation flow as you embrace the cosmic power of real-time eligibility by using <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/iterable-product-showcase\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Embedded Messages<\/a> in your marketing endeavors. Just as your sign seeks to break boundaries of what\u2019s possible, this tool allows you to dynamically exchange messages based on shifting user behavior. Embrace the innovative currents as you craft personalized, seamlessly integrated communications that resonate with customers, easing interactions, preventing disconnects, and amplifying client involvement through real-time relevance both on web and in-app.<\/p>\r\n<hr \/>\r\n<h4>Pisces (February 19 - March 20): The Creative Dreamer<\/h4>\r\n<p>Pisceans are creative souls with high emotional sensitivity. Your martech stack should be a canvas for your imagination and desire for connection through storytelling. Use the customer data in your integrated tech stack to design an immersive customer experience, weaving enchanting narratives that resonate deeply with your audience.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Pisces as a Marketer: Imaginative\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Templates\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace the flowing currents of creativity, Pisces, as <a href=\"https:\/\/iterable.com\/blog\/personalizing-templates-snippets\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Templates<\/a> provide you with a structured foundation, allowing your imaginative ideas to navigate smoothly, enhancing your efficiency and guiding your messages to captivate your audience's emotions. Let these <a href=\"https:\/\/iterable.com\/blog\/personalizing-templates-snippets\/\" target=\"_blank\" rel=\"noopener\">Templates<\/a> be your artistic canvas for creativity across audiences to weave messages that transcend the mundane and evoke a symphony of emotions in your customers' hearts. Just as your sign embraces the ethereal and imaginative, these Templates become your palette, splashing vibrant strokes of joy across the digital world, leaving a trail of enchanted connections.<\/p>\r\n<hr \/>\r\n<h3>Embracing Your Celestial MarTech Journey<\/h3>\r\n<p>Just as horoscopes offer guidance for our personal lives, aligning your martech stack with your horoscope can bring a sense of intentionality and purpose to your marketing endeavors.<\/p>\r\n<p>By integrating the right technologies that resonate with your astrological traits, you'll navigate the cosmic currents of the marketing universe with confidence, creativity, and success. Remember, the stars may guide, but it's your innovative spirit that charts the course.<\/p>","post_title":"Navigating Your Marketing Destiny: A MarTech Stack Horoscope","post_excerpt":"In this blog post, we'll explore the mystical connection between building a MarTech stack and the guiding influence of horoscopes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"navigating-your-marketing-destiny-a-martech-stack-horoscope","to_ping":"","pinged":"","post_modified":"2023-08-28 13:24:02","post_modified_gmt":"2023-08-28 20:24:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116615","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Starry night with iterable node overlay\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/navigating-your-marketing-destiny-a-martech-stack-horoscope\/"},{"ID":116473,"post_author":"79","post_date":"2023-08-24 10:24:51","post_date_gmt":"2023-08-24 17:24:51","post_content":"<p>This past year has seen increased interest in AI across all industries. As marketers, there are several different ways you can integrate AI tools into your day-to-day tasks. While most of us experienced how <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">AI marketing can go right and wrong<\/a> depending on how it\u2019s implemented, we aim to provide you with the right tools to provide joyful experiences for your customers.<\/p>\r\n<p>When incorporating AI into your marketing efforts, you can unlock insights to help better understand your audience and their preferences, leading to an improved customer experience.<\/p>\r\n<p>However, it can be hard to know where to start, and, depending on your organization, you will have different priorities and needs for your AI solutions. At Iterable, we focus on three main categories for AI: message optimization, generative content creation, and AI-driven audience insights. Let\u2019s break down each of these capabilities.<\/p>\r\n<p><em>If you are still in the process of starting your journey with AI or looking to take your current plans to the next level, review <a href=\"https:\/\/iterable.com\/whitepaper\/your-checklist-for-unlocking-the-power-of-ai\/\" target=\"_blank\" rel=\"noopener\">Your Checklist for Unlocking the Power of AI<\/a> to identify your next steps.<\/em><\/p>\r\n<h3>AI Optimization<\/h3>\r\n<p>As marketers, we spend days, weeks, and months building great campaigns and we want them to deliver as much impact as possible. But, we\u2019re always faced with the age-old question, \u201c How can we break through the noise and stand out to our audience?\u201d<\/p>\r\n<p>Leveraging Iterable AI solutions focused on message optimization makes it easier to cut through the noise and message them on the right channel, at the right time, and at the right cadence.<\/p>\r\n<h4>Send Time Optimization<\/h4>\r\n<p>Is your customer a person who likes to read their emails as soon as they wake up? Or do they prefer to review them at the end of the day? Knowing these preferences about your customers can help you send your message at the time they are most likely to engage.<\/p>\r\n\r\n[caption id=\"attachment_116482\" align=\"alignnone\" width=\"1720\"]<img class=\"wp-image-116482 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-24-at-12.36.09-PM.png\" alt=\"Screenshot of Iterable platform STO showing a checkbox for optimization\" width=\"1720\" height=\"486\" \/> <em>Iterable's STO has an easy checkbox to opt in to using the tool.<\/em>[\/caption]\r\n\r\n<p>With Iterable\u2019s Send Time Optimization (STO), AI <strong>determines the optimal time<\/strong> to send a message based on analysis of historical engagement data. To implement this optimization into your delivery, simply select the checkbox when configuring your message delivery settings. You can also layer in <strong>experimentation<\/strong> for STO so you can prove the effectiveness across your user base.<\/p>\r\n<h4>Channel Optimization<\/h4>\r\n<p>You\u2019ve got a limited-time offer for customers and want them to go to your website to claim it as soon as possible. Where are they more likely to engage? Email? SMS? Knowing customer preferences for channels can help ensure that you are connecting with them on channels that matter most to them while also avoiding overwhelming them with similar messaging across all channels.<\/p>\r\n\r\n[caption id=\"attachment_116488\" align=\"alignnone\" width=\"1673\"]<img class=\"wp-image-116488 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Channel-Optimization.png\" alt=\"Screenshot of Iterable Studio interface showing the channel optimization tile\" width=\"1673\" height=\"1042\" \/> <em>Iterable\u2019s Channel Optimization tile allows AI to decide a user's preferred messaging channel within a user journey.<\/em>[\/caption]\r\n\r\n<p>With Iterable\u2019s Channel Optimization, you can add a tile into your customer journey which uses AI to <strong>determine the preferred messaging channel<\/strong> across email, push, or SMS. This tool takes what used to be a complex configuration across multiple message types and reduces it down to a single tile selection.<\/p>\r\n<h4>Frequency Optimization<\/h4>\r\n<p>As marketers, we have to take into consideration the balance between under and over-messaging\u2014and that number can vary depending on the person and their preferences.<\/p>\r\n\r\n[caption id=\"attachment_116494\" align=\"alignnone\" width=\"750\"]<img class=\"size-full wp-image-116494\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Frequency-Optimization.png\" alt=\"Screenshot of Iterable's frequency management screen showing the ability to select frequency caps for message types.\" width=\"750\" height=\"863\" \/> <i data-stringify-type=\"italic\">With Frequency Optimization, AI determines the ideal frequency for each user, based on the range you provided.<\/i>[\/caption]\r\n\r\n<p>With Iterable\u2019s Frequency Optimization, marketers can set their preferred capping range per channel, and then AI <strong>determines the ideal quantity of marketing messages<\/strong> a user should receive in a given week or month across all of your channels, on an individual basis, while still maintaining the ability to override for high-priority messaging.<\/p>\r\n<h3>AI Content Generation<\/h3>\r\n<p>In recent months, it seems you can\u2019t escape news of the latest innovations in generative AI. The technology is moving at a quick pace and we are still watching the various use cases unfold across industries.<\/p>\r\n<p>At Iterable, we\u2019ve made investments to include generative AI tools within our platform to allow for faster iteration of copy creation. We\u2019re excited to see the potential applications expand in the future. Is there a potential Copy Assist x Experimentation feature for one-click variant copywriting in the works? Who knows. *Wink*<\/p>\r\n<h4>Copy Assist<\/h4>\r\n<p>Writer\u2019s block is a real thing\u2014just ask me how long it took me to write this blog post. With Iterable\u2019s Copy Assist, we are giving marketers a creative \u201cjump start\u201d on their copywriting efforts.<\/p>\r\n\r\n[caption id=\"attachment_116500\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116500\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Copy-Assist-scaled.jpg\" alt=\"Screenshot of Iterable's Copy Assist interface showing how it can populate copy in push notifications.\" width=\"2560\" height=\"1820\" \/> <em>With Iterable's Copy Assist you can easily generative creative copy for your cross-channel campaigns.<\/em>[\/caption]\r\n\r\n<p>Copy Assist will appear within Campaign Creation &amp; Templates Campaign Creation and, as you write in your prompts for copy like subject lines or SMS messages, you will <strong>receive alternative copy suggestions<\/strong> based on your initial prompt, allowing you to get creative and innovate quickly.<\/p>\r\n<h4>Next Best Action<\/h4>\r\n<p>Sometimes campaigns don\u2019t perform as expected and who wouldn\u2019t want a second chance to make it right?<\/p>\r\n\r\n[caption id=\"attachment_116506\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116506\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Next-Best-Action-scaled.jpg\" alt=\"Screenshot of Iterable's Next Best Action functionality showing recommendations for disengaged users.\" width=\"2560\" height=\"1820\" \/> <em>With Next Best Action users can easily retarget less engaged audiences with pre-populated recommendations.<\/em>[\/caption]\r\n\r\n<p>With Iterable\u2019s Next Best Action, past campaigns are analyzed by AI within Campaign Analytics, and <strong>marketers are then provided with a slate of the next best actions to take<\/strong>. This could include sending to new AI-generated audience lists, content recommendations, insights, and more. From there, with one click you can generate a whole new campaign and get a second at-bat for this campaign.<\/p>\r\n<h3>AI-Powered Audience Insights and Predictions<\/h3>\r\n<p>We strive to get into the minds of our customers and often wish we could guess their next steps. With AI, we can predict what they\u2019re likely to do, without the need for a crystal ball.<\/p>\r\n<p>By analyzing <a href=\"https:\/\/iterable.com\/blog\/how-to-collect-leverage-first-party-data-for-conversions\/\" target=\"_blank\" rel=\"noopener\">first-party customer data<\/a>, there\u2019s so much to be learned about our customers. What products do they reorder? What shows do they binge-watch? We can leverage this information to provide more personalized recommendations that are relevant to them.<\/p>\r\n<p>We\u2019ve also incorporated Explainability into both Predictive Goals and Brand Affinity to allow you to grasp a better understanding of what exactly is driving these behaviors.<\/p>\r\n<h4>Predictive Goals<\/h4>\r\n<p>What actions do you want your customers to take? How can you reach the right people, with the right messaging to achieve your business goals?<\/p>\r\n\r\n[caption id=\"attachment_116518\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116518\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Predictive-Goals-with-Explainable-AI-scaled.jpg\" alt=\"Screenshot of Iterable's Predictive Analytics\" width=\"2560\" height=\"1916\" \/> <em>Iterable's Predictive Goals let you set custom goals. Then, AI helps determine how likely each customer is to complete these goals.<\/em>[\/caption]\r\n\r\n<p>Iterable\u2019s Predictive Goals puts marketers in the driver's seat and allows you to <strong>create custom goals based on your business needs<\/strong>\u2014from purchasing an item to downloading an app\u2014and then share how likely each one of your users is to perform that action. From there, you can create segmented user lists to ensure the best audience is receiving messaging tied to that goal, providing a more personalized experience.<\/p>\r\n<h4>Brand Affinity<\/h4>\r\n<p>Do they like me? It\u2019s a question we\u2019ve all asked ourselves. Wouldn\u2019t it be great to know, as a brand, who your most loyal customers are so you can reward them with special offers? And how about customers who aren\u2019t engaged anymore? Don\u2019t you want to win them back before they churn?<\/p>\r\n\r\n[caption id=\"attachment_116524\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116524\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Brand-Affinity-with-Explainable-AI-scaled.jpg\" alt=\"Screenshot of Brand Affinity showing a loyal customer panel on the righthand side. \" width=\"2560\" height=\"1868\" \/> <em> with Brand Affinity users can see how their customers feel about their brand based on levels of engagement and other metrics.<\/em>[\/caption]\r\n\r\n<p>Iterable\u2019s Brand Affinity gives marketers an <strong>inside peek into customers' sentiment about their brand<\/strong>\u2014from negative to loyal\u2014Brand Affinity tells you where you currently stand with each customer. With knowledge comes power and the power of Brand Affinity allows you to make insight-driven decisions around what type of messaging will resonate with each group of users. From here you can make tweaks like changing CTAs or building unique segments of users based on these labels.<\/p>\r\n<h3>Iterable Puts the \u201cSweet!\u201d in AI Suite<\/h3>\r\n<p>By bringing this suite of products together, you can incorporate AI into your marketing strategies in a way that\u2019s user-friendly and uncomplicated. Iterable\u2019s AI Suite was designed to create more personalized experiences for your customers while freeing up your time to work on the big-picture strategy.<\/p>\r\n<p><em>If you want to learn even more about Mastering Iterable\u2019s AI Suite, check out <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/mastering-iterables-ai-optimization-suite\/\" target=\"_blank\" rel=\"noopener\">my presentation from Activate<\/a>, which dives into even more use cases.<\/em><\/p>","post_title":"Mastering Iterable\u2019s AI Suite","post_excerpt":"By incorporating Iterable AI into your marketing efforts, you can unlock insights and create a better overall customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mastering-iterables-ai-suite","to_ping":"","pinged":"","post_modified":"2023-08-24 10:38:06","post_modified_gmt":"2023-08-24 17:38:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116473","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 24, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable purple background with white nodes throughout and a white circle with lightning bolt cut out in the center.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/"},{"ID":116430,"post_author":"79","post_date":"2023-08-23 11:45:53","post_date_gmt":"2023-08-23 18:45:53","post_content":"<p>When it comes to the junction between business and technology, AI seems to be the biggest topic on everyone\u2019s minds\u2014and for good reason: organizational adoption of AI has <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">more than doubled since 2017<\/a>.<\/p>\r\n<p>We\u2019ve previously busted common <a href=\"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/\" target=\"_blank\" rel=\"noopener\">AI marketing myths<\/a> and shared <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">some great (and not-so-great) examples<\/a>. We\u2019ve even conducted <a href=\"https:\/\/iterable.com\/blog\/ais-role-in-marketing-according-to-chatgpt\/\" target=\"_blank\" rel=\"noopener\">an interview with ChatGPT<\/a> to get its take on AI\u2019s role in marketing (spoiler alert: it knew what it was talking about).<\/p>\r\n<p>But there\u2019s another useful framework for understanding an emerging topic: the five Ws (who, what, when, where, and why). If asking these questions works for reporters, detectives, and elementary school teachers assigning storytelling prompts, then it can be valuable for us.<\/p>\r\n<p>It\u2019s back-to-school season, after all, so let\u2019s get back to basics and cover the 5 Ws of AI marketing.<\/p>\r\n<h3>Who Can Benefit From AI Marketing?<\/h3>\r\n<p>It\u2019ll sound like an AI wrote this if we say \u201ceveryone,\u201d but it doesn\u2019t make it less true. The benefits of AI marketing are universal because who doesn\u2019t want to make their jobs faster and more effective?<\/p>\r\n<p>For marketing professionals specifically, however, AI can serve many functions:<\/p>\r\n<ul>\r\n\t<li><strong>Digital marketers<\/strong> can analyze vast amounts of data, identify trends, and make custom recommendations to improve campaign performance.<\/li>\r\n\t<li><strong>Content marketers<\/strong> can generate topic ideas, optimize for SEO, and personalize content based on user preferences.<\/li>\r\n\t<li><strong>Email marketers<\/strong> can identify audience segments, optimize send times, and automate messaging workflows.<\/li>\r\n\t<li><strong>Marketing analysts<\/strong> can uncover new insights, understand market trends better, and use predictive models to tailor marketing strategies and improve decision-making.<\/li>\r\n\t<li><strong>E-commerce marketers<\/strong> can personalize product recommendations, optimize pricing strategies, and analyze customer browsing and purchase history to drive sales and conversions with relevant offers.<\/li>\r\n<\/ul>\r\n<h3>What Exactly is AI Marketing, and What Challenges Does it Solve?<\/h3>\r\n<p>Put simply, AI marketing is the use of artificial intelligence concepts and models to execute marketing strategies and campaigns that achieve business goals. Right now, many marketers are being asked to expand the impact of their customer engagement without increasing the size of their teams. When properly integrated, AI can sort through massive volumes of data and quickly analyze patterns, making it easier for marketers to target audiences more precisely.<\/p>\r\n<p>Here are just a few challenges AI solves for marketers:<\/p>\r\n<ul>\r\n\t<li><strong>Personalization<\/strong>: AI algorithms make it possible to deliver tailored experiences to millions of customers based on their individual behaviors, which leads to higher engagement and conversion rates. Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization<\/a> can optimize which channels you use to send your marketing messaging, based on individual customer preference. This takes the guesswork out of your customer communication.<\/li>\r\n\t<li><strong>Audience segmentation<\/strong>: AI can more accurately identify distinct customer segments based on demographics, behavior, interests, and preferences. Marketers can then use these segments to create more relevant and effective communications. Iterable takes this one step further with <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a>, which allows you to label customers by sentiment. This makes it easy to suppress the disengaged and retain your most loyal fans.<\/li>\r\n\t<li><strong>Campaign automation<\/strong>: Imagine eliminating those repetitive marketing tasks and freeing up your time for strategy and creativity. AI can automate social media scheduling, email and mobile messaging sends, ad optimization, and more, while ensuring consistency and accuracy. Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">Next Best Action<\/a>, for instance, automatically recommends segments, creates campaigns, and pre-populates messaging copy in just a few clicks.<\/li>\r\n\t<li><strong>Predictive analytics<\/strong>: Predict every customer\u2019s next move by leveraging AI to forecast future outcomes based on historical patterns. Marketers can use AI like Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a> to become better decision-makers by identifying potential churn, anticipating customer behavior, and developing smarter individualization strategies for improved results.<\/li>\r\n<\/ul>\r\n<h3>When Did AI in Marketing Get So Popular, and is it Worth the Hype?<\/h3>\r\n<p>While news coverage has made it seem like AI has exploded only recently, the technology has been around for decades. You\u2019re already familiar with AI-powered products and services, whether you\u2019re finding a new TV show to stream or shopping on the \u201crecommended for you\u201d section of your favorite retailer\u2019s online store.<\/p>\r\n<p>The rise in generative AI and chatbots has increased the visibility of AI marketing, but AI marketing technologies that are <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/unpacking-ai-beyond-the-hype\/\" target=\"_blank\" rel=\"noopener\">worth the hype<\/a> will always be the ones that make the biggest impact and drive real results. Marketers especially will prioritize the tools that make it easier to learn more about their customers and work more efficiently.<\/p>\r\n<h3>Where is AI Marketing Going in the Future?<\/h3>\r\n<p>With heightened awareness of AI, adoption will continue to increase, as nearly <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">two-thirds<\/a> of organizations expect their investment in AI to increase over the next three years.<\/p>\r\n<p>This increased adoption will, in turn, call for more transparency and regulation. Without this accountability, businesses won\u2019t have a solid grasp of why their AI marketing tools are making particular recommendations.<\/p>\r\n<p>The good news is that humans will still be very much involved in AI-assisted marketing. As technologies become more sophisticated, they\u2019ll be able to support more marketing functions, but marketers themselves will continue to drive customer experiences.<\/p>\r\n<h3>Why Should You Use AI in Marketing?<\/h3>\r\n<p>This question is a bit of a misnomer, as, odds are, you\u2019re likely already using AI marketing. From spell check to predictive text and autocomplete functionality available in popular workspace tools, many use cases are so commonplace by now, they\u2019ve become a part of everyday life.<\/p>\r\n<p>The \u201cwhy\u201d for expanding your use of AI marketing with next-gen platforms often involves enhancing your company\u2019s opportunities for personalization.<\/p>\r\n<p>For example, after neobank <a href=\"https:\/\/iterable.com\/customers\/aspiration\/\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a> started using Iterable\u2019s send-time optimization (STO) for its email and push notifications, the marketing team saw their open, click, and conversion rates double, allowing them to engage customers with the right content at precisely the right moment. Boris Savoie Doyer, Aspiration\u2019s Head of CRM, said plainly: \u201cEven with the largest, most technical marketing team, I could never match the results we see with Iterable AI.\u201d<\/p>\r\n<p>The more support we get from AI, the closer we can get to anticipating and responding to customer needs in real time\u2014a crucial requirement for strengthening retention and loyalty.<\/p>\r\n<h3>Get Started With AI Marketing Solutions<\/h3>\r\n<p>Expanding your use of artificial intelligence with modern, AI-powered marketing solutions makes sense for the vast majority of businesses, so it\u2019s important to become acclimated to new technologies. Once you\u2019ve assessed your comfort level and that of your teammates, identify which tools your organization is already using and what areas of marketing are primed for experimentation.<\/p>\r\n<p>Consider a gradual or phased approach, beginning with AI use cases that will bring the most value to your team, whether it\u2019s with send time optimization or copywriting assistance. Once you become more comfortable, you can add on more advanced use cases, like predictive goals and analytics.<\/p>\r\n<p>AI is a giant leap for mankind, but like with any technology, your business can get started by taking one small step.<\/p>\r\n<p><em>Interested in an AI marketing platform that can tackle all of these use cases and more? Check out Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a> for data-driven insights and optimization.<\/em><\/p>\r\n<p>\u00a0<a href=\"https:\/\/iterable.com\/whitepaper\/your-checklist-for-unlocking-the-power-of-ai\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-116431\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/AI_Checklist_Blog-Banner.png\" alt=\"\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"The 5 Ws of AI Marketing","post_excerpt":"Organizational adoption of AI has more than doubled since 2017, so let\u2019s get back to basics and cover the 5 Ws of AI marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-5-ws-of-ai-marketing","to_ping":"","pinged":"","post_modified":"2023-08-23 11:55:45","post_modified_gmt":"2023-08-23 18:55:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116430","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 23, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Yellow background with illustration of a generative AI window.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-5-ws-of-ai-marketing\/"},{"ID":116373,"post_author":"79","post_date":"2023-08-18 07:43:44","post_date_gmt":"2023-08-18 14:43:44","post_content":"<p><em>Founded in 2015, Talon.One is a flexible, enterprise-grade loyalty and promotion solution with a mission to streamline the process for brands to run and scale their incentive campaigns.<\/em><\/p>\r\n<p><em>With a focus on automation and ease-of-use, the Talon.One platform allows you to click together simple rules to build rich promotional campaigns at scale, across both in-store and online channels. Clients include global brands such as Adidas, Live Nation, Carlsberg, and Eddie Bauer.<\/em><\/p>\r\n<p><em>At his previous company, Lieferando, founder Christoph Gerber discovered a gap between marketing and development teams when it came to agilely running promotions across different channels\u2014and he wanted to fix it. That's why Talon.One was born: to bridge the gap between ideas and effort\u2014enabling flexible, headless loyalty and promotions without code.<\/em><\/p>\r\n<hr \/>\r\n<p>As retailers modernize their engagement strategies to meet increasing customer expectations, the need for flexible, future-proof loyalty programs has never been more important. According to Forrester\u2019s Loyalty Technology report, <a href=\"https:\/\/www.forrester.com\/blogs\/flexible-loyalty-technology-solutions-power-profitable-loyalty-programs\/\" target=\"_blank\" rel=\"noopener\">53% of B2C marketing decision-makers are looking to increase their investment in loyalty technology<\/a>. This means that a loyalty program now contributes to the overall retail experience as much as a brand\u2019s website and physical stores.<\/p>\r\n<p>However, not all loyalty programs are created equal\u2014with many designed for users to simply earn and burn points without building any emotional connection. As loyalty technology becomes more advanced and consumers\u2019 shopping behavior more nuanced, retailers need to carefully design and implement their programs to maximize their effectiveness. The following takeaways will help you create an advanced retail loyalty program that aligns with both your customers\u2019 journeys and your business goals, and ultimately increases conversions.<\/p>\r\n<h3>1. Define SMART Goals<\/h3>\r\n<p>By defining specific, measurable, achievable, relevant, and time-bound (SMART) objectives for your loyalty program, you can accurately gauge progress and measure success. To run a well-structured loyalty program, you need to develop a comprehensive plan that addresses a wide range of topics, including:<\/p>\r\n<ul>\r\n\t<li>How users will earn and redeem rewards<\/li>\r\n\t<li>How to engage and communicate with customers<\/li>\r\n\t<li>How to promote and market your program<\/li>\r\n<\/ul>\r\n<p>Additionally, identifying key performance indicators (KPIs) that are most relevant to your business is crucial. These KPIs may include metrics such as program enrollment, customer retention, and sales generated through the program.<\/p>\r\n<h3>2. Deliver Relevant, Exclusive Rewards<\/h3>\r\n<p>A loyalty program\u2019s success hinges on the rewards it offers to members, which acts as motivation to both join the program and continue spending with a brand. This demand for exclusive benefits is evident in a recent U.S. customer loyalty survey, which revealed that <a href=\"https:\/\/www.statista.com\/statistics\/1373015\/share-consumers-join-premium-loyalty-programs-us\/\" target=\"_blank\" rel=\"noopener\">87% of Gen Z respondents expressed their intention to join more premium loyalty programs<\/a>.<\/p>\r\n<p>Offering exclusive rewards doesn\u2019t mean you have to rely heavily on financial benefits such as discounts and cash back. The key is to mix your monetary offers with <a href=\"https:\/\/hubs.li\/Q01-Hg2B0\" target=\"_blank\" rel=\"noopener\">non-financial rewards<\/a> that are focused on creating a memorable experience for members. These rewards include:<\/p>\r\n<ul>\r\n\t<li>Early access to the best deals<\/li>\r\n\t<li>Member exclusive bundles<\/li>\r\n\t<li>Member workshops and tutorials<\/li>\r\n\t<li>Exclusive invites to premium events<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_116394\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-116394\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/nonfinancial.png\" alt=\"Split screen of man drinking coffee and looking out the window. On the right is a description of non-financial rewards.\" width=\"512\" height=\"253\" \/> <em>British retailer John Lewis runs a loyalty program enabling members to enjoy exclusive offers such as crafting tutorials and cooking workshops.<\/em>[\/caption]\r\n\r\n<h3>3. Make the Program User-Friendly<\/h3>\r\n<p>A complex loyalty program can lead to customer frustration, confusion, and reduced engagement.<\/p>\r\n<p>Right from the start, prioritize removing any friction from the sign-up process for your loyalty program. Provide clear steps for users to join, whether by email address or phone number, and offer users the option to decide how often they want to receive promotional emails from your brand.<\/p>\r\n<p>Ease of redemption is equally important. Ensure a simple and straightforward process for customers to check their points balance and redeem points at checkout\u2014whether in-store, on your website, or through your mobile app. And, with many loyalty programs now offering multiple tiers, retailers need to make a conscious effort to clearly communicate the benefits and upgrades available at each stage to further drive program adoption.<\/p>\r\n<h3>4. Use Customer Data to Personalize Rewards<\/h3>\r\n<p>Loyalty programs serve as a powerful solution for retailers to gather customer data including demographic information, transaction history, product preferences, and engagement metrics. This first-party data not only has higher reliability and accuracy but also enables brands to personalize their marketing efforts on a more granular level.<\/p>\r\n<p>Unlike third-party cookies that track users across different websites, <a href=\"https:\/\/hubs.li\/Q01-Hgmv0\" target=\"_blank\" rel=\"noopener\">cookieless loyalty data<\/a> offers retailers the ability to design personalized promotions that deeply resonate with individual customers. This, in turn, elevates the overall customer experience and cultivates long-lasting loyalty.<\/p>\r\n<p>Building your customer data strategy goes hand in hand with a robust <a href=\"https:\/\/hubs.li\/Q01-HgKZ0\" target=\"_blank\" rel=\"noopener\">data privacy and security<\/a> policy. If you plan to partner with a loyalty software provider to implement your program, choose a vendor that allows you to gain a clear view of how your project is managed and has meticulous security measures in place to prevent data breaches. These measures include access control, data encryption processes, and thorough incident response plans.<\/p>\r\n<h3>5. Create a Cross-Channel Experience<\/h3>\r\n<p>As customers increasingly seek seamless experiences, many retailers have already adopted a cross-channel, or <a href=\"https:\/\/hubs.li\/Q01-Hh-90\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a>, approach. The rise of various cross-channel innovations, such as buy online, pick up in-store (BOPIS), buy online, return in-store (BORIS), and <a href=\"https:\/\/www.talon.one\/glossary\/endless-aisle\" target=\"_blank\" rel=\"noopener\">endless aisle<\/a>, has effectively bridged the gap between online and physical shopping.<\/p>\r\n<p>Your loyalty program is a valuable asset for your overall cross-channel retail strategy. A cross-channel loyalty program gives you the freedom to run any loyalty campaign across your channels without causing any disruption to your customers\u2019 shopping journey. Your customers can easily redeem their points, make use of their digital wallets or use vouchers and coupons across your physical and online environments.<\/p>\r\n<h3>6. Show Progress Toward Rewards<\/h3>\r\n<p>To boost engagement with your brand, your loyalty program should offer incentives or rewards that become more valuable as customers get closer to achieving a goal. As customers near the next tier or benefit, they tend to increase their activity. This is often referred to as 'tier sprints' and 'point sprints.\u2019<\/p>\r\n<p>Using a visual progress tracker in your app motivates members to increase their engagement and achieve higher tiers by showing how far they have come and how far they have to go to redeem their points or gain a reward. Clothing brand, H&amp;M, for example, employs a visual progress tracker to incentivize its loyalty program members to accumulate points and unlock new benefits.<\/p>\r\n\r\n[caption id=\"attachment_116388\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-116388\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/HM.png\" alt=\"Screenshot of H&amp;Ms in-app loyalty program\" width=\"512\" height=\"380\" \/> <em>H&amp;M uses a point tracker to let users know how close they are to the next tier. Source: H&amp;M.<\/em>[\/caption]\r\n\r\n<h3>Final Thoughts<\/h3>\r\n<p>Retail loyalty programs are a great way to enhance the retail experience, but they must be customer-centric in design. The most effective loyalty programs deliver a seamless, cross-channel experience to members, offering rewards and perks that create a sense of exclusivity. These programs can serve as a valuable means for retailers to collect first-party data and tailor their offerings to meet the genuine needs of their customers.<\/p>\r\n<p><em>Learn more about how the <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/4404568082708-Talon-One-Iterable-Integration-\" target=\"_blank\" rel=\"noopener\">Iterable + Talon.One\u2019s integration<\/a> empowers you set up powerful promotional and loyalty marketing campaigns.<\/em><\/p>","post_title":"6 Key Takeaways to Create an Effective Retail Loyalty Program","post_excerpt":"As consumers\u2019 shopping behavior becomes more nuanced, retailers need to design their loyalty programs to maximize their effectiveness.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-key-takeaways-to-create-an-effective-retail-loyalty-program","to_ping":"","pinged":"","post_modified":"2023-08-18 07:43:44","post_modified_gmt":"2023-08-18 14:43:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116373","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable red with white node overlay and talon.one and iterable logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/6-key-takeaways-to-create-an-effective-retail-loyalty-program\/"},{"ID":116356,"post_author":"79","post_date":"2023-08-17 10:17:36","post_date_gmt":"2023-08-17 17:17:36","post_content":"<p>We know it\u2019s only August, but since the pumpkins and bags of candy are already hitting store shelves, we felt it was time to share holiday readiness tips. So, we hosted a virtual user group\u2014made up of members of the Iterable community\u2014where we covered trends, strategies, and considerations for the upcoming holiday season. We also organized small discussion groups so the attendees could hear from peers and get different perspectives on how to handle the holidays.<\/p>\r\n<p>Getting this information out early is of particular importance because this holiday season is going to look a little different than those in the past. With the economy teetering on the edge of a recession, retailers are not expecting a huge boom. In fact, according to CNBC, <a href=\"https:\/\/www.cnbc.com\/2023\/06\/16\/retailers-start-preparing-for-a-deeply-discounted-down-holiday-season.html#:~:text=The%20largest%20grouping%20of%20respondents,orders%20to%20be%20the%20same.\" target=\"_blank\" rel=\"noopener\">43% of retailers expect a lower peak season compared to last year<\/a>.<\/p>\r\n<p>With <a href=\"https:\/\/www.cnbc.com\/2023\/06\/14\/nearly-all-americans-cut-back-on-spending-amid-inflation-cnbc-survey-says.html#:~:text=Over%20the%20last%20six%20months,like%20groceries%2C%20utilities%20and%20gas\" target=\"_blank\" rel=\"noopener\">inflation impacting buying decisions<\/a>, <a href=\"https:\/\/www.cnbc.com\/2023\/06\/20\/its-official-student-loan-payments-will-restart-in-october.html\" target=\"_blank\" rel=\"noopener\">student loan payments restarting in October<\/a>, and <a href=\"https:\/\/www.retaildive.com\/news\/amazon-second-prime-day-big-deal-days-sale-october-holiday\/690215\/\" target=\"_blank\" rel=\"noopener\">Amazon announcing their second annual holiday Prime event<\/a>, consumers are looking to not only get more bang for their buck, but spending less in general.<\/p>\r\n<p>Purse strings may be a little tighter these days, but there are still some strategies and tactics retailers can employ to help ensure success this holiday season.<\/p>\r\n<h3>1. Drive Revenue and User Engagement With Personalization<\/h3>\r\n<p>Personalized marketing messages open the door to a wide array of promotions and customer communications. For example, by understanding each customer\u2019s history with your brand, you can offer personalized cross-sells and upsells, sharing related products to those they\u2019ve purchased in the past. Any data you\u2019ve already collected can be used to tailor each individual\u2019s customer experience.<\/p>\r\n<p>If you\u2019re worried you don\u2019t have enough customer data, time is of the essence! With the death of third party cookies, brands have had to rely on <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party<\/a> (directly from the customer) and first-party (behavior-based) data to fuel personalization. There\u2019s no better time than the present to whip up some <a href=\"https:\/\/iterable.com\/blog\/how-quizzes-collect-zero-party-data-to-help-build-customer-profiles\/\" target=\"_blank\" rel=\"noopener\">quizzes and other zero-party data collection methods<\/a> to help prep your team for the holidays.<\/p>\r\n<p><strong>Iterable Tip:<\/strong> Consider using Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360033214932-Catalog-Overview\" target=\"_blank\" rel=\"noopener\">Catalog<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795659-Personalizing-Templates-with-Data-Feeds-\" target=\"_blank\" rel=\"noopener\">Data Feeds<\/a> to review any static recommendations you have in existing communications and replace them with dynamic ones.<\/p>\r\n<h3>2. Take a Cross-Channel Approach<\/h3>\r\n<p>Holiday messages are expanding beyond email as mobile marketing continues to make a huge impact on sales. According to Radial, \u201coverall <a href=\"https:\/\/www.radial.com\/insights\/lookback-on-holiday-season-2022\" target=\"_blank\" rel=\"noopener\">mobile order share rose from 60% in 2021 to 63% in 2022<\/a>, with a peak of 68% during Christmas and Boxing week.\u201d While yes, customers can receive emails on their mobile devices, there are mobile-specific channels that can deliver powerful results.<\/p>\r\n<p>Think about adding channels like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a> (if you have a mobile app) or <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS messages<\/a> to the mix to deliver a seamless experience regardless of where customers interact with your brand.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: Iterable\u2019s AI-powered <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization tiles<\/a> help your team automatically recognize which channels each customer prefers and helps determine the right one at the right time.<\/p>\r\n<h3>3. Test, Test, and Test Again<\/h3>\r\n<p>You\u2019ll never know what works best for your customers if you don\u2019t test out a couple options. Try testing subject lines, different body copy, images\u2014you get it. The key is to start now. Let\u2019s say, for example, you\u2019ve been testing your subject lines and learn that emojis lead to higher open rates. You can use that knowledge to set yourself up for success in the coming months.<\/p>\r\n<p>You should also keep a close eye on other metrics like <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/15342990564372-Frequency-Management-\" target=\"_blank\" rel=\"noopener\">send frequency<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">send times<\/a>. How often are you messaging your customers, and what time of day? Based on these results you can pinpoint the optimal amount of messages and the right time to send them for maximum engagement.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: With Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-Experiments-Overview-\" target=\"_blank\" rel=\"noopener\">A\/B Testing<\/a> feature you can run a test between variables and, in-real time, activate the winning result.<\/p>\r\n<h3>4. Keep Loyal Customers Close<\/h3>\r\n<p>Hang onto \u2018em and don\u2019t let \u2018em go. (...Or something a little less intense than that, but with the same sentiment.) Existing customers are incredibly valuable to brands year-round. According to <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">Invesp<\/a>, \u201cexisting customers are 50% more likely to try new products and spend 31% more, on average, compared to new customers.\u201d<\/p>\r\n<p>Casting too wide of a net with promotions and ignoring your steadfast, loyal customers could not only be expensive\u2014it costs <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">five times more<\/a> to attract a new customer versus an existing one\u2014but it would be a <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">huge missed opportunity<\/a>.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a> can gauge customer sentiment and use that sentiment to determine which messages each customer receives.<\/p>\r\n<h3>5. Give Existing Campaigns a Tune-Up<\/h3>\r\n<p>Getting ready for the holidays doesn\u2019t mean you need to reinvent the wheel. You likely already have a ton of campaigns set up that may just need small tweaks here and there. Take this time to review your <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">abandoned cart and abandoned browse campaigns<\/a>, evaluate your <a href=\"https:\/\/iterable.com\/blog\/keep-it-clean-with-email-list-hygiene\/\" target=\"_blank\" rel=\"noopener\">email list hygiene<\/a> to make sure your emails will get delivered, and consider how you track your conversions\u2014make sure you can measure success!<\/p>\r\n<p>There\u2019s a lot you can do to make sure your campaigns are optimized without totally starting from scratch. There are likely areas where you can amp up the personalization and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">cross-channel harmonization<\/a> and this is the perfect time to start reviewing.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: With Iterable\u2019s <a href=\"https:\/\/iterable.com\/services\/\" target=\"_blank\" rel=\"noopener\">Deliverability Services<\/a> you\u2019ll have the support you need to ensure your emails will reach the intended customers and not landing in the spam folder.<\/p>\r\n<h3>Time is of the Essence<\/h3>\r\n<p>Yes, it\u2019s August, but as you can tell, there\u2019s a lot you can do in the next few months to ensure you\u2019re prepared for this year\u2019s holiday season. Like we mentioned, holiday shopping this year is likely going to look a bit different from previous years\u2014so prepping early is crucial. By personalizing messaging, taking a cross-channel approach, testing, connecting with loyal customers, and reviewing existing campaigns, your team will hit the ground running when the holidays arrive.<\/p>\r\n<p><em>If you\u2019re an Iterable customer and want to learn more holiday readiness tips, watch the <a href=\"https:\/\/community.iterable.com\/discussion\/2541\/holiday-readiness-virtual-user-group-watch-the-recording#latest\" target=\"_blank\" rel=\"noopener\">full user group recording<\/a>. And, if you\u2019re not yet an Iterable customer, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"5 Holiday Readiness Tips From Iterable\u2019s User Group","post_excerpt":"Purse strings may be a little tighter, but there are still strategies and tactics retailers can employ to help ensure holiday readiness.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-holiday-readiness-tips-from-iterables-user-group","to_ping":"","pinged":"","post_modified":"2023-08-17 10:17:36","post_modified_gmt":"2023-08-17 17:17:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116356","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 17, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Itrable light blue background wit holiday icons and a laptop with winter clothing and a shopping cart in the foreground.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-holiday-readiness-tips-from-iterables-user-group\/"},{"ID":116305,"post_author":"79","post_date":"2023-08-16 09:07:59","post_date_gmt":"2023-08-16 16:07:59","post_content":"<p><em><span style=\"font-weight: 400;\">Lokalise is a <a href=\"https:\/\/lokalise.com\/\" target=\"_blank\" rel=\"noopener\">language management tool<\/a> that makes it easy for marketers to manage and collaborate on multilingual projects in one place. Say goodbye to spreadsheets, manual uploads and downloads, and files lost in your inbox. Instead, manage multilingual projects end-to-end with integrated CMS and project management tools that keep content moving back and forth and marketing projects moving forward.\u00a0<\/span><\/em><\/p>\r\n<hr \/>\r\n<blockquote>\r\n<p>\u201cLanguage launches are one of the most personal and meaningful things we can provide for users\u2014it reduces barriers to entry, empowers local toolmakers, and allows an entire region of humans to feel like our product is theirs.\u201d<\/p>\r\n<p>\u2014 <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7057352357705043968\/?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noopener\">Emma Yee Yick, community builder at Notion<\/a><\/p>\r\n<\/blockquote>\r\n<p>I saw this on LinkedIn and 100% agree.<\/p>\r\n<p>Launching your product or service in a new language is a way for companies to serve customers in a language they speak so that interactions feel natural. It\u2019s how global-first companies create very personal customer experiences, become more accessible, and drive growth in new markets.<\/p>\r\n<p>I would even argue that <strong>language is the foundation of personalization<\/strong>, so getting it right matters. But, as a marketer, how often do you think about reaching more audiences through language and <a href=\"https:\/\/lokalise.com\/blog\/what-is-localization\/\" target=\"_blank\" rel=\"noopener\">localization<\/a>?<\/p>\r\n<p>Personalizing with a customer name is a great first step, but to connect with your audience even further, you need to speak the same language, literally. In fact, based on a survey of 8,709 global consumers in 29 countries in Europe, Asia, North America, and South America, <a href=\"https:\/\/csa-research.com\/More\/Featured-Content\/CRWB-Series\/CRWB-B2C\" target=\"_blank\" rel=\"noopener\">CSA Research<\/a> found that 76% of online shoppers prefer to buy products with information in their native language. In addition, 40% will never buy from websites in other languages.<\/p>\r\n<p><strong>When you speak to customers in their language, they feel included, pay attention, and are more likely to interact with whatever you\u2019re selling.<\/strong><\/p>\r\n<p>Still, language is often overlooked in global growth marketing strategies. There\u2019s a perception that translation and localization require a lot of time, effort, and cost\u2014time and money that marketers deem better spent on shorter-term initiatives.<\/p>\r\n<p>But\u2026in case you haven\u2019t noticed, times are a-changin\u2019.<\/p>\r\n<h3>AI-Powered Localization and Translation<\/h3>\r\n<p>AI-powered generative tools for translation and localization will likely have a huge impact on global growth marketing strategies because they make it easier, faster, and more accessible. Marketing teams can adapt content more efficiently without using up all their time or making a huge dent in their budgets. Of course, language launches still involve hard work.<\/p>\r\n<p>Localizing your brand to reach new audiences is not covered by translation alone.<\/p>\r\n<p>Local payment preferences need to be installed and configured, new communications and branding work needs to be done to make sure your existing brand appeals to its new audience, plus legal frameworks and data protection need to be complied with. The bureaucracy and paperwork can seem endless.<\/p>\r\n<p>But what\u2019s great about generative AI tools, compared to machine translation tools like <a href=\"https:\/\/translate.google.com\/?hl=nl\" target=\"_blank\" rel=\"noopener\">Google Translate<\/a>, is that <strong>AI tools don\u2019t just translate, they consider context<\/strong>. This helps close the gap between <a href=\"https:\/\/lokalise.com\/blog\/translation-and-localization-difference\/\" target=\"_blank\" rel=\"noopener\">translation and localization<\/a>\u2014terms that are so closely related they\u2019re often used interchangeably.<\/p>\r\n<p>With translation, you\u2019re adapting a message. With localization, you\u2019re adapting an experience. For example, when it comes to numeric differences, like currency, units of measure, and date and time formats, you\u2019ll need to adapt these to local preferences.<\/p>\r\n<p>There\u2019s still a long way to go in terms of what generative AI for translation and localization can do, but the era of machine-translated content that\u2019s consistent, on-brand, and accurate is already here.<\/p>\r\n<h3>Lokalise + Iterable Integration for Generative AI Translation &amp; Localization<\/h3>\r\n<p>The <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/10378037280916-Lokalise-Iterable-Integration-\" target=\"_blank\" rel=\"noopener\">Lokalise + Iterable integration<\/a> lets you seamlessly translate and localize your templates quickly and at scale.<\/p>\r\n<p>Connect to Lokalise to sync email, SMS, and in-app messages, and push templates from your Iterable project to your Lokalise project\u2014where you can translate and proofread your content. Once translations are complete, you can send localized templates back to Iterable.<\/p>\r\n<p><a href=\"https:\/\/lokalise.com\/blog\/lokalise-ai-private-beta\/\" target=\"_blank\" rel=\"noopener\">Lokalise has released a bunch of new AI features<\/a> so you can deliver localized content that\u2019s:<\/p>\r\n<ul>\r\n\t<li><strong>On brand and consistent<\/strong>. You can add your style guide, glossary, and tone of voice guide to make sure your translations are on brand.<\/li>\r\n\t<li><strong>Translated with context<\/strong>. You can add screenshots and descriptions. For example, describe where the copy will go. Is it for a CTA or in-app message?<\/li>\r\n\t<li><strong>Ready in minutes<\/strong>. Translate hundreds of phrases in a matter of minutes with just one click, and set up automations and <a href=\"https:\/\/lokalise.com\/blog\/translation-memory-software\/\" target=\"_blank\" rel=\"noopener\">translation memory<\/a> to localize more efficiently.<\/li>\r\n\t<li><strong>Translated your way<\/strong>. With AI suggestions, you can rephrase, shorten (perfect for limited character space), and choose from variants with just one click.<\/li>\r\n\t<li><strong>Quality assured<\/strong>. Post-editing translations can take forever\u2014not with AI. You can review translations and create a QA report in seconds instead of hours.<\/li>\r\n<\/ul>\r\n<h3>Translation and Localization are the New Personalization<\/h3>\r\n<p>Building deeper personal and meaningful customer relationships starts with language. Even YouTube stars like MrBeast and Adam Waheed are using <a href=\"https:\/\/fortune.com\/2023\/06\/14\/youtube-stars-mrbeast-adam-waheed-ai-translation-languages-supercharge-growth\/\" target=\"_blank\" rel=\"noopener\">AI to speak different languages and \u2018supercharge\u2019 audience growth<\/a>.<\/p>\r\n<p>By dubbing their videos into different languages, MrBeast and Adam are making their content more accessible to people who may not understand English. Adam takes it a step further by dubbing with the same voice, inflections, and emotions so that his content feels authentic to local subscribers.<\/p>\r\n<p>Localization is like one of those lightbulb moments when you say to yourself, \u201cWhy didn\u2019t I think of this before?\u201d It\u2019s almost too obvious to be overlooked. While customers feel more closely connected to brands that speak their language, translation, and localization also help attract new customers that would have otherwise been unreachable. Now, with generative AI making it easier to localize and translate, there\u2019s never been a better time to adapt your content for different markets.<\/p>\r\n<p>Connect with more people in different parts of the world to make your brand more relatable. By doing so, you\u2019ll drive global growth.<\/p>\r\n<p><em>Interested in learning more about the Iterable and Lokalise integration? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"How AI in Localization & Translation Impact Global Marketing Strategies","post_excerpt":"Language is the foundation of personalization. As marketer, how often do you think about reaching more audiences through localization?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-ai-in-localization-translation-impact-global-marketing-strategies","to_ping":"","pinged":"","post_modified":"2023-08-17 07:25:32","post_modified_gmt":"2023-08-17 14:25:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116305","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 16, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable orange background with white iterable logo overlay with lokalise and iterable logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-ai-in-localization-translation-impact-global-marketing-strategies\/"},{"ID":116284,"post_author":"79","post_date":"2023-08-15 11:02:44","post_date_gmt":"2023-08-15 18:02:44","post_content":"<p>Marketing is in a bit of an experimental phase and it\u2019s in no small part due to AI\u2019s explosion onto the scene. It seems like every day there\u2019s a new AI tool or use case for marketers to test out on their audiences.<\/p>\r\n<p>And as audience members ourselves, we now have a fun new guessing game of what\u2019s been created with AI and what hasn\u2019t. Well, we may not always have to guess\u2014since it is still the experimental phase, some examples are a bit easier to notice than others.<\/p>\r\n<p>So, we thought it\u2019d be fun to highlight some great examples of AI in marketing\u2026and some that are not so great. That said, we all could end up on a \u201cnot so great\u201d list at some point so we aren\u2019t here to judge. Instead, we\u2019re here so you can hopefully leave with some inspiration and guidance to heed in your AI endeavors.<\/p>\r\n<p>You didn\u2019t come here for a long preamble though, let\u2019s get to it.<\/p>\r\n<p><em>Note: This list is ongoing as new campaigns and examples are happening every week, so be sure to check back to see updates and any additions to the lists\u2026great or not so great.<\/em><\/p>\r\n<h3>Great Examples of AI in Marketing<\/h3>\r\n<h4>Predictive Goals Helps Redfin Engage Inactive Users<\/h4>\r\n<p>We\u2019re starting off with an example Iterable played a part in. #NoShame. But really, the beauty of what <a href=\"https:\/\/iterable.com\/customers\/redfin\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a> is doing with AI is that they\u2019re accomplishing the near impossible: re-engaging inactive users at astounding rates.<\/p>\r\n<p>Due to the nature of home buying and selling, only a small percentage of Redfin\u2019s audience is considered active\u2014defined as having engaged with an email or visited Redfin.com in the last 30 days.<\/p>\r\n<p>So, with such a large inactive audience, it became increasingly difficult to predict which inactive users to send conversion-oriented emails to. It required developer and engineering support to sift through the millions of users and identify their place in the lifecycle.<\/p>\r\n<p>Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a>, part of <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a>, removed the guesswork and manual labor of this task, predicting the highest converting users to move them from inactive to active. Working with select groups of buyers and sellers to test, Redfin saw a 72% lift in converting inactive sellers and a 15% lift in converting inactive buyers.<\/p>\r\n<p>AI is about efficiency and optimization. Predictive tools like Predictive Goals make it infinitely easier on teams to achieve their goals much quicker.<\/p>\r\n<h4>Heinz Uses AI Image Generation to Prove Brand Recognition<\/h4>\r\n<p>What do you see when you picture a ketchup bottle? If you\u2019re like <a href=\"https:\/\/openai.com\/dall-e-2\" target=\"_blank\" rel=\"noopener\">OpenAI\u2019s Dall-E 2<\/a>, you see something reminiscent of a <a href=\"https:\/\/www.creativebloq.com\/news\/heinz-ai-draw-ketchup\" target=\"_blank\" rel=\"noopener\">Heinz bottle of ketchup<\/a>.<\/p>\r\n<p>Consumer-facing AI tools have made copy and image generation a breeze. But smart marketers have figured out how to take advantage of the fact that these tools scrub the web to source their information.<\/p>\r\n<p>Heinz got crafty\u2014and confident\u2014in thinking their iconic logo and bottle would stand up to an AI search for \u201cketchup\u201d.<\/p>\r\n\r\n[caption id=\"attachment_116285\" align=\"alignnone\" width=\"1320\"]<img class=\"size-full wp-image-116285\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-15-at-1.44.03-PM.png\" alt=\"Grid with 12 AI-generated images of ketchup bottles, all reminiscent of the Heinz brand\" width=\"1320\" height=\"776\" \/> <em>Heinz tested AI to see how iconic their label is\u2014and it paid off. Source: Heinz.<\/em>[\/caption]\r\n\r\n<p>Not everyone has the type of brand recognition or clout as Heinz does, but what it does show is that AI image generation can be more than a fun exercise.<\/p>\r\n<h4>ClickUp Optimized Their Blog SEO With AI<\/h4>\r\n<p>Advanced segmentation and predictive algorithms are not the only AI use cases. You can also optimize your SEO using AI tools like <a href=\"https:\/\/surferseo.com\/blog\/surfer-clickup-case-study\/#results\" target=\"_blank\" rel=\"noopener\">ClickUp<\/a> did.<\/p>\r\n<p>Using <a href=\"https:\/\/surferseo.com\/\" target=\"_blank\" rel=\"noopener\">SurferSEO<\/a>, ClickUp\u2019s SEO team of three was able to:<\/p>\r\n<ul>\r\n\t<li>Get actionable SEO data quickly<\/li>\r\n\t<li>Improve visibility into strategic copy for writers to manage their work<\/li>\r\n\t<li>Plan content, draft it, and maintain it post-publish<\/li>\r\n<\/ul>\r\n<p>By analyzing and producing over 150 optimized posts, ClickUp saw an 85% increase in blog traffic. Efficient and optimized.<\/p>\r\n<h4>Sephora\u2019s Virtual Artist Brings the Store to You<\/h4>\r\n<p>What we\u2019ve noticed is that AI tools and AI-powered features work best as accelerators, making other technologies and tools easier to use. <a href=\"https:\/\/www.sephora.my\/pages\/virtual-artist\" target=\"_blank\" rel=\"noopener\">Sephora\u2019s virtual artist<\/a> uses AI technology combined with virtual reality technology to give customers the store experience from their phone.<\/p>\r\n<p>In the last few years, rapid digital transformation has blurred the lines between the in-store experience and the digital one. By allowing customers to \u201ctest\u201d makeup options from home using their own face, Sephora is giving a similar experience as the one in the store using samples.<\/p>\r\n<p>One of marketing\u2019s main goals is to simplify the process for the customer. Sephora is using AI here in a brilliant way to give customers an experience they desire from wherever they want.<\/p>\r\n<h3>The Not-So-Great Examples of AI<\/h3>\r\n<p>Unfortunately, you can\u2019t really decide what\u2019s great without seeing what\u2019s not so great. While the below examples are not strictly in the marketing realm, the intent and use of AI in these situations can easily be adapted to marketing, so we\u2019ve decided to include them for your understanding of what to keep in mind when adding AI to your toolset.<\/p>\r\n<h4>Avoid Bias in AI<\/h4>\r\n<p>Whether it\u2019s race, gender or other forms of bias, we have seen a few AI examples fall into the trap of excluding or diminishing certain people.<\/p>\r\n<p>COMPAS (Correctional Offender Management Profiling for Alternative Sanctions) used an AI algorithm to predict the likelihood of repeat offenders. In practice, the algorithm predicted black offenders were <a href=\"https:\/\/www.propublica.org\/article\/how-we-analyzed-the-compas-recidivism-algorithm\" target=\"_blank\" rel=\"noopener\">twice as likely<\/a> than their white counterparts to repeat an offense.<\/p>\r\n<p>Amazon created a <a href=\"https:\/\/becominghuman.ai\/amazons-sexist-ai-recruiting-tool-how-did-it-go-so-wrong-e3d14816d98e\" target=\"_blank\" rel=\"noopener\">recruiting tool<\/a> that would scan resumes and applications, suggesting the best possible candidates. In this case, the algorithm analyzed resumes of successful candidates over the previous 10 years, which skewed heavily male. Amazon, to their credit, identified the issue and never used the algorithm to select employees.<\/p>\r\n<p>Most AI tools are using historical data at speeds impossible for humans to replicate. However, that means the success of the tool is heavily reliant on the data inputs\u2014like weighted race or gender data in the examples above.<\/p>\r\n<p>When considering AI for your next campaigns, make sure the data is demographically accurate for the audience you are targeting and doesn\u2019t exclude or diminish any one group. <br \/>\r\nCheck Your Work<br \/>\r\nFor image and copy generation, we cannot stress this enough: check your work. While astounding, many of these AI tools are still in the process of being refined, so some of the results are <a href=\"https:\/\/futurism.com\/the-byte\/ai-generated-art-failures\" target=\"_blank\" rel=\"noopener\">funny<\/a>\u2014at best\u2014and a bit frightening\u2014at worst.<\/p>\r\n<p>Always do a double check to make sure no phrasing is out of place or the image is realistic\u2014if that\u2019s your goal. Take this <a href=\"https:\/\/youtu.be\/Geja6NCjgWY\" target=\"_blank\" rel=\"noopener\">AI-generated beer commercial<\/a> where realism was definitely the goal\u2026but not the result.<\/p>\r\n<p>A simple check of the prompt is always worth doing to make sure you\u2019re getting exactly what you want\u2026like \u201ca corgi marketer who uses AI tools responsibly.\u201d<\/p>\r\n\r\n[caption id=\"attachment_116291\" align=\"alignnone\" width=\"658\"]<img class=\"size-full wp-image-116291\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-11-at-12.05.06-PM.png\" alt=\"Cartoon Corgi sitting at a desk with a view of a city behind them.\" width=\"658\" height=\"658\" \/> <em>Alt search option: the goodest employee. Source: Midjourney.<\/em>[\/caption]\r\n\r\n<p><em>We\u2019ll be updating this list periodically as new examples of great and not so great AI marketing come through. Be sure to subscribe to our blog to always be in the know about all things marketing!<\/em><\/p>","post_title":"Great Examples of AI in Marketing\u2026and Some Not So Great","post_excerpt":"So, we thought it\u2019d be fun to highlight some great examples of AI in marketing\u2026and some that are not so great.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"great-examples-of-ai-in-marketingand-some-not-so-great","to_ping":"","pinged":"","post_modified":"2023-08-15 11:02:44","post_modified_gmt":"2023-08-15 18:02:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116284","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable lime green background with white node overlay and icons of a phone, gears, megaphones, dart board in the middle\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/"},{"ID":116026,"post_author":"79","post_date":"2023-08-09 09:10:15","post_date_gmt":"2023-08-09 16:10:15","post_content":"<p><em><span style=\"font-weight: 400;\">Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Meta, Amazon, with nearly $4 billion in digital media under management and over 1,200 employees. With industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, Lifecycle Marketing, and more, Tinuiti understands that success requires both strategy and channel expertise. <\/span><\/em><\/p>\r\n<p><em><span style=\"font-weight: 400;\">Each solution is delivered through Tinuiti\u2019s performance planning framework, GAMMA, and is enabled by a proprietary suite of marketing intelligence and media activation technology\u2013<\/span><a href=\"https:\/\/tinuiti.com\/our-technology\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mobius<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">For more information visit <\/span><a href=\"http:\/\/www.tinuiti.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">http:\/\/www.tinuiti.com<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/em><\/p>\r\n<hr \/>\r\n<p>First-party data refers to the information gathered from your customers. It holds immense value for brands, retailers, or publishers as it is voluntarily provided based on the existing relationship. This data is exclusive to your brand, making it truly ownable.<\/p>\r\n<p>In the current landscape where <a href=\"https:\/\/tinuiti.com\/blog\/data-privacy\/what-is-a-cookie-and-why-are-third-party-cookies-going-away\/\" target=\"_blank\" rel=\"noopener\">third-party cookies are diminishing<\/a>, first-party data plays a crucial role in your overall strategy. Marketers must be aware that they have a limited timeframe to leverage customer data and convert potential customers into loyal advocates.<\/p>\r\n<p>To gain a competitive edge, it is vital to learn the art of collecting, managing, and utilizing your website's data effectively. In the following article we will explore the value of first-party data and how brands and advertisers can leverage it to drive conversions in today\u2019s market.<\/p>\r\n<h3>First-Party vs. Zero-Party Data<\/h3>\r\n<p>Before we explore how to use different types of data, let's first understand the difference between first-party data and zero-party data. First-party data is the information that you <a href=\"https:\/\/tinuiti.com\/blog\/data-privacy\/first-party-data\/\" target=\"_blank\" rel=\"noopener\">collect implicitly from customers<\/a>. On the other hand, zero-party data refers to data willingly and knowingly shared by customers with a company.<\/p>\r\n<p>The key distinction is that first-party data is inferred from passive collection methods, like behavioral data and other sources, while zero-party data is intentionally shared by the consumers themselves.<\/p>\r\n<h3>Examples of First-Party Data<\/h3>\r\n<p>There are several types of qualitative and quantitative first-party data available for collection including:<\/p>\r\n<ul>\r\n\t<li><strong>Demographics<\/strong>: Statistical characteristics of a population, such as age, gender, income, and education.<\/li>\r\n\t<li><strong>Interests\/Psychographics<\/strong>: Data about people's preferences, attitudes, values, and lifestyle choices.<\/li>\r\n\t<li><strong>Purchase History (and Coupon\/Discount Use)<\/strong>: Records of customer transactions and use of coupons or discounts.<\/li>\r\n\t<li><strong>Web and App Activity<\/strong>: User actions and interactions while browsing websites or using mobile applications.<\/li>\r\n\t<li><strong>Email Engagement<\/strong>: Level of interaction and response to emails, measured by open rates and click-through rates.<\/li>\r\n\t<li><b>Social Media Engagement: <\/b>Interactions and reactions on social media platforms, like likes, shares, and comments.<\/li>\r\n\t<li><strong>Online Chat Transcripts<\/strong>: Written records of customer support conversations through online chat systems.<\/li>\r\n\t<li><strong>Heatmaps and Session Recordings<\/strong>: Tools to visualize user behavior on websites or apps, identifying engagement areas and usability issues.<\/li>\r\n<\/ul>\r\n<h3>Collecting Conversion-Focused First-Party Data<\/h3>\r\n<p>Modern consumers are now more aware and cautious about sharing their information. To establish a solid foundation, it's crucial to prioritize trust in both data collection and implementation.<\/p>\r\n<blockquote>\r\n<p><em>\u201cWith improvements to online privacy, customers are becoming more choosy about which companies to share their data with. Since trust is built on transparency, it\u2019s good form to be open about what information you\u2019re collecting, what you\u2019re using it for, if you are sharing it, and how they can opt-in or opt-out of this process.\u201d<\/em><\/p>\r\n<p><em>- Nirish Parsad, Practice Lead, Future of the Web at Tinuiti<\/em><\/p>\r\n<\/blockquote>\r\n<p>Here\u2019s a few different ways to collect conversion-focused first-party data:<\/p>\r\n<ul>\r\n\t<li><strong>Branded Apps<\/strong>: When customers create accounts on your app, they may share additional personal details, allowing you to track their engagement more effectively.<\/li>\r\n\t<li><strong>CRM Data<\/strong>: Customer Relationship Management (CRM) systems and Customer Data Platforms (CDPs) centralize your data, offering a unified view of customer interactions and providing options for organizing, automating, and synchronizing first-party data.<\/li>\r\n\t<li><strong>Opt-in Forms<\/strong>: Placed in emails, SMS, websites, or stores, opt-in forms enable customers to provide specific information voluntarily, such as measurements for finding the perfect fit of jeans.<\/li>\r\n\t<li><strong>Loyalty Programs<\/strong>: Brands can gather consented information like names, email addresses, locations, and interests through loyalty programs, which can be used in future marketing campaigns and make it easy to conduct surveys and quizzes.<\/li>\r\n\t<li><strong>Progressive Profiling<\/strong>: Gradually collecting preference-related data over time until you have a comprehensive understanding of how customers prefer to engage with your brand.<\/li>\r\n<\/ul>\r\n<p>Remember that all this data should have a purpose, and the places where you store your data should be meticulously managed and safeguarded. Regularly engage in deduplication, check your formatting, audit your data to ensure nothing is missing or miscategorized, and regularly purge old or relevant data.<\/p>\r\n<h3>Using First-Party Data to Boost Conversions<\/h3>\r\n<ul>\r\n\t<li><strong>Personalized Product Recommendations<\/strong>: Use prior engagement data to determine what customers are likely to want next. For instance, if someone regularly buys vanilla protein powder, they might be interested in trying similar flavors like birthday cake or cookies and cream.<\/li>\r\n\t<li><strong>Behavioral Triggers\/Insights<\/strong>: Set up email automation, SMS, etc., based on past or current behaviors. For example, if a customer adds an item to their cart but doesn't complete the purchase, you can trigger a reminder email a few hours later. Leveraging consented data allows you to tailor triggers to each customer's behavior, increasing the chances of successful conversions.<\/li>\r\n\t<li><strong>Targeted Subscription Strategy<\/strong>: For consumables like food, cosmetics, and supplements, satisfied customers tend to buy on a set schedule. Study individual purchase cadences and reach out just before their next purchase is due. If someone doesn't convert on time, send them a discount to seal the deal.<\/li>\r\n\t<li><strong>Fine-Tune Your Outreach<\/strong>: Utilize data like customer name, location, purchase history (product, category), and survey insights in your messaging. Providing personalized value in your communication builds trust and boosts conversions. Tailor your storytelling to speak directly to the customer instead of using generic messaging.<\/li>\r\n<\/ul>\r\n<h3>How to Optimize Holiday Conversions Using First-Party data<\/h3>\r\n<p>With Q4 just around the corner, the holiday season presents a unique opportunity for brands to engage customers and drive sales.<\/p>\r\n<p>In August, Tinuiti\u2019s Lifecycle Marketing experts will join conversion rate optimization industry leader, Justuno, AI-powered customer communication platform, Iterable, and affiliate marketing platform, Refersion by Pantastic to host \u201c<strong>How To Optimize Holiday Conversions by Leveraging First-Party Data Across the Funnel<\/strong>\u201d.<\/p>\r\n<p><em>Want to learn more? <a href=\"https:\/\/tinuiti.com\/content\/webinars\/2023-playbook-for-q4-and-holiday-success\/?utm_source=iterable&amp;utm_medium=partner\" target=\"_blank\" rel=\"noopener\">Register for the free event here<\/a>!<\/em><\/p>","post_title":"How to Collect & Leverage First-Party Data for Conversions","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-collect-leverage-first-party-data-for-conversions","to_ping":"","pinged":"","post_modified":"2023-08-09 09:10:15","post_modified_gmt":"2023-08-09 16:10:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116026","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 09, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Tinuiti and iterable logos over iterable purple with iterable nodes overlaid\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-collect-leverage-first-party-data-for-conversions\/"},{"ID":116000,"post_author":"113","post_date":"2023-08-08 12:16:38","post_date_gmt":"2023-08-08 19:16:38","post_content":"<p>In today\u2019s competitive business landscape, user engagement and retention rates are crucial for a company's success. In this edition of the <em>\u201cAsk A Marketer How\u201d<\/em> series, we explore the significance of personalized journeys in delivering an exceptional customer experience.<\/p>\r\n<p>Join Vahe Baghdasaryan, Senior Growth Marketing Manager at CoinStats, as he shares his team\u2019s successful implementation of a targeted campaign to identify and address user difficulties, resulting in a 35% decrease in abandonment rates and 20% increase in user activity.<\/p>\r\n<p><strong>Walk away from this webinar understanding how to leverage data-driven insights to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Boost User Engagement levels to optimize customer loyalty<\/li>\r\n\t<li>Create personalized campaigns to elevate user satisfaction<\/li>\r\n\t<li>Address user difficulties with solutions fitting for your team<\/li>\r\n\t<li>Implement a solid customer retention strategy<\/li>\r\n<\/ul>\r\n<p>Don't miss this opportunity to learn and apply these strategies for business growth.<\/p>","post_title":"Ask a Builder About: How CoinStats Decreased Abandonment Rates by 35% Through Personalized Journeys","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-how-coinstats-decreased-abandonment-rates-by-35-through-personalized-journeys","to_ping":"","pinged":"","post_modified":"2023-08-23 15:36:13","post_modified_gmt":"2023-08-23 22:36:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=116000","menu_order":2,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 08, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":14,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-how-coinstats-decreased-abandonment-rates-by-35-through-personalized-journeys\/"},{"ID":115895,"post_author":"79","post_date":"2023-08-03 07:45:14","post_date_gmt":"2023-08-03 14:45:14","post_content":"<p style=\"font size: 9;\"><em>Capture zero-party data, grow your email &amp; SMS marketing list, and drive more revenue with high-converting product recommendation quizzes, surveys, mini-quizzes, dynamic forms, landing pages, preference centers, and more! <a href=\"https:\/\/www.linkedin.com\/company\/digioh\/\" target=\"_blank\" rel=\"noopener\">Digioh\u2019s<\/a> flexible offering empowers brands to reap the rewards of data activation across onsite experiences, in-app experiences, retention marketing efforts, and retargeting campaigns. <\/em><\/p>\r\n<p><em>With over 1,700 customers, such as BistroMD, Better Homes &amp; Gardens, People, MeUndies, and RedBubble\u2014plus 200+ integrations to seamlessly align with your technology stack\u2014there is no platform stronger than <a href=\"http:\/\/digioh.com\/\" target=\"_blank\" rel=\"noopener\">Digioh<\/a> to help brands drive incremental revenue growth, build customer experience, and activate zero-party data at every consumer touch point.<\/em><\/p>\r\n<hr \/>\r\n<p>Zero-party data is the key to building customer profiles, but what\u2019s the best way to collect it? Quizzes at face value are a fantastic way to generate more sales and increase your conversion rate (CVR) up to 5X, but they\u2019re also a secret weapon when it comes to collecting zero-party data. A well-designed quiz can provide valuable customer insights, helping you tailor your business and marketing strategies to customer needs.<\/p>\r\n<p><a href=\"https:\/\/techcrunch.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/#:~:text=Starting%20in%20early%202024%2C%20Google,of%202024%20remains%20on%20track.\" target=\"_blank\" rel=\"noopener\">As cookies and third-party tracking are phased out<\/a>, marketers must get creative and find ways to incentivize customers to share their personal information and preferences\u2014also known as <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>. Collecting this type of data may sound a bit daunting, but it benefits everyone! Customers can be sure that the only data collected is data they\u2019ve intentionally shared, while brands can be confident their data is accurate as they build consumer trust.<\/p>\r\n<h3>Quizzes Give Customers a Reason to Share Their Data<\/h3>\r\n<p>One of the most difficult aspects of collecting customer-consented data is getting customers to share it in the first place. Gathering zero-party data requires you to build trust and provide strong incentives. Quizzes come packed with strong incentives and benefits for customers, making them incredibly effective tools for gathering zero-party data. But there are a variety of benefits to including quizzes in your customer journey.<\/p>\r\n<h4>Provide Entertainment<\/h4>\r\n<p>Quizzes are fun! An interactive, engaging experience will capture your audience\u2019s attention and keep it. In fact, <a href=\"https:\/\/www.digioh.com\/blog\/engagement-rate-optimization-quiz\" target=\"_blank\" rel=\"noopener\">more than 25% of all site visitors will take a quiz<\/a>. You can increase the entertainment value of a quiz by incorporating gamification elements like scoring, badges, and rewards.<\/p>\r\n<h4>Give Product Recommendations<\/h4>\r\n<p>Product recommendation quizzes help customers narrow down an entire catalog of products based on their needs, preferences, and budget. Customers also understand why you\u2019re asking these specific questions because they relate directly to helping them find the right items, which helps build trust.<\/p>\r\n<h4>Offer Education<\/h4>\r\n<p>Trivia quizzes test a user\u2019s knowledge and provide interesting facts. These types of quizzes are especially effective for brands and organizations that have a steep learning curve when it comes to their products or services. For example, a security software company might have a quiz that tests your knowledge on website security, which can help users understand why they need their product.<\/p>\r\n<h4>Help With Decision Making<\/h4>\r\n<p>Making purchasing decisions can be tough, especially with big-ticket items, specialty products, or technology. <a href=\"https:\/\/www.digioh.com\/product-recommendation-quiz-examples\" target=\"_blank\" rel=\"noopener\">Recommendation quizzes<\/a> ask the right questions to make suggestions based on their specific needs. For example, <a href=\"https:\/\/onewillow.com\/pump-quiz\/\" target=\"_blank\" rel=\"noopener\">Willow<\/a>, a breast pump brand, helps new moms find their perfect pump based on their lifestyle. Unlike a recommendation quiz that is helping shoppers sort through hundreds or even thousands of items, Willow\u2019s quiz helps them decide between a few different items.<\/p>\r\n<h4>Allow for Self-Discovery<\/h4>\r\n<p>Quizzes can help users gain personal insights about their health, strengths, personality, style, or even ideal vacation destination. Personality quizzes also have a high re-share value because they\u2019re fun to share with friends to compare results.<\/p>\r\n<h3>Building Detailed Customer Profiles<\/h3>\r\n<p>The main goal of a quiz is to deliver some kind of results, but you can gain a lot of useful customer profile data depending on the questions you ask. Carefully planned questions can help determine your results and provide you with valuable customer information.<\/p>\r\n<h4>Asking the Right Questions<\/h4>\r\n<p>To determine quiz results, the right questions to ask depends on your brand. However, there are some questions that can be useful in any niche.<\/p>\r\n<p>Here are example quiz questions to help build customer profiles:<\/p>\r\n<ul>\r\n\t<li>What is your name?<\/li>\r\n\t<li>How old are you?<\/li>\r\n\t<li>What is your gender?<\/li>\r\n\t<li>Where do you live?<\/li>\r\n\t<li>What is your budget?<\/li>\r\n\t<li>What is your favorite [color, style, etc?]<\/li>\r\n\t<li>What are your favorite brands?<\/li>\r\n\t<li>Are you interested in a subscription or a one-time purchase?<\/li>\r\n\t<li>Are you shopping for yourself or someone else?<\/li>\r\n\t<li>How much experience do you have with [topic]?<\/li>\r\n\t<li>What are your top goals?\/What problems are you hoping to solve?<\/li>\r\n\t<li>What is the most important factor in making a purchasing decision? (price, quality, trusted brand, etc)<\/li>\r\n\t<li>What is your preferred contact method? (For delivering results, or offers)<\/li>\r\n<\/ul>\r\n<h4>Segmenting Customer Profiles Based on Quiz Questions<\/h4>\r\n<p>Nearly any quiz question that guides product recommendation can also be used in building segments in your customer profiles. For example, a health brand may ask for the user\u2019s age to recommend the right supplements. But age is also an important piece of data when it comes to building customer segments and re-targeting those customers in the future, as customers\u2019 needs for vitamins and supplements change as they get older.<\/p>\r\n<h4>Understanding and Identifying Your Ideal Customer Profile<\/h4>\r\n<p>Sometimes quizzes provide some surprising insights that can really impact your overall marketing strategy. Before launching a product quiz, men's jewelry brand, <a href=\"https:\/\/www.digioh.com\/client\/jaxxon\" target=\"_blank\" rel=\"noopener\">Jaxxon,<\/a> assumed most of their customers were women buying gifts.<\/p>\r\n\r\n[caption id=\"attachment_115909\" align=\"alignnone\" width=\"659\"]<img class=\"size-full wp-image-115909\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Jaxxon-Shopping-for-Example.png\" alt=\"Jaxxon site asking users if they are buying jewelry for themselves or someone else. \" width=\"659\" height=\"539\" \/> <em><a href=\"https:\/\/www.digioh.com\/client\/jaxxon\" target=\"_blank\" rel=\"noopener\">Jaxxon\u2019s Chain Style Quiz<\/a> asks users if they\u2019re buying for themselves or someone else.<\/em>[\/caption]\r\n\r\n<p>However, they were surprised to learn that most quiz takers when asked \u201cAre you shopping for yourself or someone else?\u201d were men shopping for themselves. That one quiz question had a significant impact on their understanding of their ICP and how they communicate with their audience.<\/p>\r\n<h3>Enhancing Marketing Strategies with Customer Profile Data<\/h3>\r\n<p>Building better customer profiles opens up many opportunities to tailor your marketing messaging, reduce abandonment, improve recommendations, and upsell more effectively.<\/p>\r\n<h4>Widespread Personalization<\/h4>\r\n<p><a href=\"https:\/\/www.benchmarkemail.com\/blog\/personalization\/\" target=\"_blank\" rel=\"noopener\">Email marketing is\u00a0more effective with personalization<\/a>. Apply that principle to not only your email marketing campaigns, but your SMS messages and on your website. Customize everything your visitors see. Use their name, show specific products based on their preferences, or even call back to specific quiz questions in your offers.<\/p>\r\n\r\n[caption id=\"attachment_115915\" align=\"alignnone\" width=\"631\"]<img class=\"size-full wp-image-115915\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Side-Sleeper.png\" alt=\"Sample quiz asking users if they sleep on their side.\" width=\"631\" height=\"525\" \/> <em>Mock-up quiz that asks users if they're side-sleepers.<\/em>[\/caption]\r\n\r\n<h4>Retargeting and Abandonment Campaigns<\/h4>\r\n<p>Understanding your customers\u2019 interests and needs lets you target them effectively across all of your marketing channels and in search results. Remind them of their quiz results if they haven\u2019t made a purchase yet. Or if they have, use the opportunity to upsell, or show them something new they might like based on their quiz answers.<\/p>\r\n<p>Using zero-party data to your advantage can also help tremendously when it comes to abandonment strategies. Just sending a follow-up email to quiz takers with their results has <a href=\"https:\/\/www.digioh.com\/client\/andie\" target=\"_blank\" rel=\"noopener\">increased our customers\u2019 CVR by more than 300%<\/a>.<\/p>\r\n<h4>Overall Marketing Strategy<\/h4>\r\n<p>In addition to tailoring messaging to existing customers, you can\u2014and should\u2014find ways to use this data to attract new customers. If you see trends in quiz answers, use that to inform your marketing efforts. For example, if you find that most quiz takers are female, prefer the color blue, and have a budget of around $100, then you may infer that your ads should contain products that fit that bill.<\/p>\r\n<h3>Addressing Privacy Concerns<\/h3>\r\n<p>Another challenge of collecting zero-party data is that not everyone feels comfortable sharing their data without knowing how it\u2019s going to be used. In fact, <a href=\"https:\/\/www.shopify.com\/plus\/commerce-trends\" target=\"_blank\" rel=\"noopener\">67% of customers<\/a> believe brands aren\u2019t using their data responsibly. It\u2019s necessary to be transparent and compliant when collecting data.<\/p>\r\n\r\n[caption id=\"attachment_115903\" align=\"alignnone\" width=\"937\"]<img class=\"size-full wp-image-115903\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/BistroMD-Tooltip-Example.png\" alt=\"BistroMD page asking users to select their gender. On the right is the expanded &quot;Why do we ask&quot; link which explains how hormones impact metabolic rate.\" width=\"937\" height=\"588\" \/> <em><a href=\"https:\/\/www.bistromd.com\/\" target=\"_blank\" rel=\"noopener\">BistroMD<\/a> uses a tooltip to explain why they are asking for gender and why it\u2019s relevant to recommending a healthy meal plan.<\/em>[\/caption]\r\n\r\n<p>Here are some ways to increase transparency:<\/p>\r\n<ul>\r\n\t<li>\u201c<strong>Why Do We Ask<\/strong>\u201d <strong>Tooltips<\/strong>: if you ask a question that seems personal or somehow unrelated to the results, explain how that information is used to benefit the customer.<\/li>\r\n\t<li><strong>Opt-In Checkbox<\/strong>: Include an affirmative opt-in checkbox and disclosure text on your quiz\u2019s email capture page.<\/li>\r\n<\/ul>\r\n<p>It\u2019s also vital to secure your collected customer data. Using login security features like multi-factor authentication and multiple user accounts (rather than shared passwords) goes a long way to protect user data. Additionally, it\u2019s important to work with technology and marketing platforms that are SOC2 Type II certified, and GDPR and CCPA compliant.<\/p>\r\n<p>An effective zero-party data marketing strategy hinges on maintaining data privacy and retaining customer trust. It only takes one bad experience or data breach to ruin your reputation.<\/p>\r\n<h3>Start Using Quizzes to Build Better Customer Profiles<\/h3>\r\n<p>Quizzes are the perfect way to connect brands with their customers. Customers love how engaging and helpful they are, while brands appreciate how effective they are at increasing conversions and collecting zero-party data. By building more accurate customer profiles based on quiz data, you can tailor your marketing strategy and create more compelling customer experiences\u2014even long after they\u2019ve taken the quiz. In a competitive landscape, quizzes can give you the edge you need to reach your customers and grow your business.<\/p>\r\n<p><em>Want to learn more about how Digioh builds quizzes to help brands collect zero-party data? <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/collect-and-converge-to-convert-with-consumer-consented-data\/\" target=\"_blank\" rel=\"noopener\">Check our their session from #Activate23<\/a>.\u00a0<\/em><\/p>","post_title":"How Quizzes Collect Zero-Party Data to Help Build Customer Profiles","post_excerpt":"Quizzes are a great way to generate more sales and increase conversion rate, but they\u2019re also a secret weapon for collecting zero-party data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-quizzes-collect-zero-party-data-to-help-build-customer-profiles","to_ping":"","pinged":"","post_modified":"2023-08-03 07:45:14","post_modified_gmt":"2023-08-03 14:45:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115895","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 03, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"digioh and iterable logos on iterable blue background with iterable nodes overlay\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-quizzes-collect-zero-party-data-to-help-build-customer-profiles\/"},{"ID":115852,"post_author":"79","post_date":"2023-08-02 10:30:30","post_date_gmt":"2023-08-02 17:30:30","post_content":"<p><a href=\"https:\/\/www.sololearn.com\/\" target=\"_blank\" rel=\"noopener\">Sololearn<\/a> is an application designed to help users learn how to code. With over 20 available courses and a mobile app for learning on the go, their bite-sized lessons make learning how to code a breeze. A crucial part of learning, especially with short, achievement-based lessons, is a strong customer communication strategy\u2014with a platform to back it up.<\/p>\r\n<p>This is exactly why Sololearn chose to partner with Iterable. Iterable\u2019s centralized data paired with in-app, SMS, and email marketing capabilities gave Sololearn the ability to connect with each user at every stage of their unique journey.<\/p>\r\n<p>Sololearn became an Iterable customer in 2020 and, since then, they\u2019ve strived to improve efficiencies. As a result, the Sololearn team realized they needed to expand upon their Iterable integration to activate the rich customer data they had access to. So, they decided to take their relationship with Iterable to the next level.<\/p>\r\n<h3>What Was Sololearn Hoping to Achieve?<\/h3>\r\n<p>When Mirto Grigoropoulou, CRM Lifecycle Specialist at Sololearn, and Sergio Maga\u00f1a Mesa, Senior Backend Developer at Sololearn, and the team started digging into their data, they began to realize inconsistencies. But, it was hard to say where the inconsistencies were coming from.<\/p>\r\n<p>They decided to revamp their integration with Iterable, aiming to achieve:<\/p>\r\n<ol>\r\n\t<li>Accurate real-time data to communicate with the right users at the right times<\/li>\r\n\t<li>Clear control of content and performance of that content<\/li>\r\n\t<li>The ability to monitor and determine errors to help CS with user queries<\/li>\r\n<\/ol>\r\n<p>As an example, let\u2019s dig into the second goal, \u201cclear control of content.\u201d All emails were being sent through Iterable\u2026with the exception of transactional emails. Transactional emails were triggered through a different source. Without consolidating all customer communications, this can quickly lead to a confusing customer experience for the end user. There\u2019s the opportunity to add more value for customers when all data and communications live within the same platform.<\/p>\r\n<p>Sololearn\u2019s goals were very easy to achieve with Iterable\u2019s existing functionalities, it was just a matter of untangling some wires to make processes more streamlined.<\/p>\r\n<h3>Enhanced Partnership With Iterable<\/h3>\r\n<p>When we asked the Sololearn team why they decided to revamp the integration with Iterable versus looking elsewhere, Mirto told us that her team knew what Iterable was capable of and they wanted to take full advantage. Throughout the partnership, the Sololearn team regularly provided feedback to the Iterable team about features that could be beneficial to their team\u2014and Iterable listened. With new releases every quarter (<a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">like this one<\/a>), the Iterable team consistently adds new platform functionalities to make marketers\u2019 lives easier. Plus, the Sololearn team knew there were existing Iterable capabilities that, based on their initial data setup, they couldn\u2019t access the way they needed to.<\/p>\r\n<p>Now, Mirto and the team are even using beta features to their fullest potential. Mirto shared, \u201cThe <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/14319818758036-Adding-Delays-to-a-Journey-#:~:text=next%20few%20weeks!-,Hold%20Until%20tiles%20hold%20users%20at%20a%20point%20in%20the,an%20item%20to%20their%20wishlist.\" target=\"_blank\" rel=\"noopener\"><strong>Hold Until<\/strong> tile<\/a> in Iterable Studio has been a game-changer for me. It allows me to trigger campaigns at the right time for the right users.<\/p>\r\n<p>Previously, I had to group users together and send the campaign with a delay, which often made it less relevant. With the Hold Until tile, I can ensure that the campaign reaches users at precisely the right moment, making it more impactful and personalized. This feature has significantly improved the effectiveness of my campaigns.\u201d<\/p>\r\n<p>Mirto also cited <strong>Iterable\u2019s customer support<\/strong>. The Sololearn team uses Iterable live chat support feature to get answers to questions quickly. Plus, with access to the Iterable support team, they\u2019re reassured that they can get any additional help they may need.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIterable's knowledge base is very clear and most of the time contains all the information needed, therefore, we only needed support through live chat a few times. The team is always very helpful and provides solutions.\u201d <\/em><\/p>\r\n<p><em>- Mirto Grigoropoulou, CRM Lifecycle Specialist @ Sololearn<\/em><\/p>\r\n<\/blockquote>\r\n<p>We had a good thing going, we just needed to polish it up a bit.<\/p>\r\n<h3>What Were the Results?<\/h3>\r\n<p>The reintegration took a few months with the Iterable and Sololearn teams working together to determine the best approach. Sololearn saw this as an opportunity to clean up old custom events and user attributes that were sent but either not accurate or not used at all. <strong>Now they have fewer events\u2014most of which they use daily\u2014with correct data.<\/strong><\/p>\r\n<p>They\u2019re also seeing improvements in metrics. According to Mirto, \u201cOur delivery, open and click rates have improved a lot since the reintegration as we now have more accurate data and events triggering at the right time for the right user.\u201d Plus, with holes being filled in from previously missing data, Sololearn was able to <strong>increase push and email send volumes.<\/strong><\/p>\r\n<p>Another result Mirto shared was <strong>faster resolution of errors<\/strong>. With the new system, Sololearn is now able to quickly and easily figure out where the error is when something doesn't add up in their Iterable data.<\/p>\r\n<p>Plus, with this newfound confidence in the data stored in Iterable, <strong>the Sololearn team has been able to do a lot more experimentation<\/strong>. Their journeys are set up so well they can now focus purely on optimization versus worrying about data configuration. They test AI features, email subject lines, content holdout groups, and more.<\/p>\r\n<p>We were able to work together with the Sololearn team to help them achieve their goals and improve their efficiencies. Win-win.<\/p>\r\n<h3>Advice From the Sololearn Team<\/h3>\r\n<p>The Sololearn story is unique, but there are likely aspects of their experience that other marketers can relate to. We asked what advice they\u2019d pass on to anyone considering upleveling their Iterable integration. They said:<\/p>\r\n<ul>\r\n\t<li><strong>Rely on your logs for understanding<\/strong>. Logs provide insight into what and when events are triggered and allow you to understand the flow of data to Iterable. Pay attention to the order in which events are triggered, as it can be crucial for the intended functionality.<\/li>\r\n\t<li><strong>Start with a minimum viable product (MVP)<\/strong>. Learn from your previous integration experience and identify the key attributes and custom events that are truly necessary for your campaigns and user engagement strategies. By starting with an MVP, you can streamline the implementation process and avoid unnecessary overhead.<\/li>\r\n\t<li><strong>Avoid unnecessary bulk calls<\/strong>. Reassess the need for bulk calls and consider sending single calls for the relevant campaigns and user attributes. By focusing on the specific campaigns and attributes that are truly valuable, you can optimize the integration process and reduce unnecessary complexity.<\/li>\r\n<\/ul>\r\n<p>We\u2019re grateful to the Sololearn team for working with us through this reintegration process and we\u2019re thrilled that the results speak for themselves.<\/p>\r\n<p><em>If you\u2019re interested in more Iterable integration stories, check out <a href=\"https:\/\/iterable.com\/blog\/how-dotdash-meredith-tackled-a-large-scale-migration-to-iterable\/\" target=\"_blank\" rel=\"noopener\">the story Dotdash Meredith shared<\/a> at #Activate23. Or, if you want to learn more about integrating your brand with Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How Sololearn Took Their Iterable Integration to the Next Level","post_excerpt":"The Sololearn team realized they needed to expand upon their Iterable integration to activate the rich customer data they had access to.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-sololearn-took-their-iterable-integration-to-the-next-level","to_ping":"","pinged":"","post_modified":"2023-08-02 10:30:30","post_modified_gmt":"2023-08-02 17:30:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115852","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 02, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman working on laptop with two monitors, code is on the screen. The woman&#039;s back is to the camera. Iterable nodes overlay the lefthand side.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-sololearn-took-their-iterable-integration-to-the-next-level\/"},{"ID":115823,"post_author":"103","post_date":"2023-07-28 11:09:09","post_date_gmt":"2023-07-28 18:09:09","post_content":"<p>In these challenging economic times, doing more with less is crucial. Our comprehensive checklist is your go-to resource for incorporating AI into your marketing campaigns and unlocking optimization opportunities to boost team efficiencies. Learn how to get started with AI and how it can revolutionize your customer experiences\u2014all while saving you valuable time.<\/p>\r\n<p><br \/>\r\nIn this checklist, you\u2019ll learn:<\/p>\r\n<ul>\r\n\t<li>Where to start with AI and how to evaluate suitable solutions<\/li>\r\n\t<li>How to leverage AI-powered automation to streamline tasks<\/li>\r\n\t<li>How AI can enhance personalization and segmentation<\/li>\r\n\t<li>How the power of predictive analytics can help you make proactive decisions<\/li>\r\n<\/ul>\r\n<p>Take the first step in unlocking the potential of AI for your marketing success.<\/p>","post_title":"Your Checklist for Unlocking the Power of AI","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"your-checklist-for-unlocking-the-power-of-ai","to_ping":"","pinged":"","post_modified":"2023-07-28 11:09:09","post_modified_gmt":"2023-07-28 18:09:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=115823","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 28, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman&#039;s profile on the right hand side with tech icon overlay. Text regarding the AI Checklist on the righthand side.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/your-checklist-for-unlocking-the-power-of-ai\/"},{"ID":115780,"post_author":"79","post_date":"2023-07-27 09:43:04","post_date_gmt":"2023-07-27 16:43:04","post_content":"<p>We all know someone with their entire coffee table covered in remote controls (one for the Roku, the TV, the speakers, the gaming console, etc.)\u2014each of them having pretty much the same buttons. But, as you reach for one to raise the volume, you\u2019re swiftly met with an explanation of why it\u2019s the wrong one to use. Sure, they all <em>can<\/em> control the volume but this one happens to control the surround sound too.<\/p>\r\n<p>Think of each remote on the coffee table as a tool in your martech stack. These remote controls have some overlapping capabilities, but they all have unique capabilities too. It\u2019s messy and confusing and can quickly start a family argument. (Okay, maybe that last point isn\u2019t applicable to your martech stack, but the rest of the metaphor is solid.)<\/p>\r\n<p>Having a variety of tools in your martech stack is absolutely beneficial\u2014according to ChiefMartec, enterprise brands use <a href=\"https:\/\/chiefmartec.com\/2020\/02\/average-enterprise-uses-1295-cloud-services\/\" target=\"_blank\" rel=\"noopener\">120 marketing tools<\/a>, on average\u2014but, with the expanding capabilities of the existing tools on the market, it\u2019s likely there are redundancies that are causing inefficiencies\u2014not to mention costing a pretty penny.<\/p>\r\n<h3>Consolidating is Crucial<\/h3>\r\n<p>Besides reducing confusion and friction in the marketing process\u2014which can trickle down and impact the customer experience\u2014consolidating your martech stack has other perks.<\/p>\r\n<ol>\r\n\t<li><strong>Reducing or Eliminating Redundancies.<\/strong> We touched on it a bit, but having multiple tools that can execute the same tasks can cause duplicate work and inefficient marketing practices. Plus, the costs can add up. According to Bain, 30% to 40% of cost savings come from fundamentally <a href=\"https:\/\/www.bain.com\/insights\/reduce-replace-rethink-transforming-technology-costs\/\" target=\"_blank\" rel=\"noopener\">rethinking and reengineering technology<\/a>.<\/li>\r\n\t<li>\r\n<p><strong>Maximizing Return on Investment<\/strong>. If you\u2019re already paying for a tool, why would you pay for another tool that does the exact same thing just because of an additional feature? Have you explored all of the features in your existing tools?<\/p>\r\n<p>There are probably ways to use individual tools to their fullest potential without needing to add new tools to your stack. Marketers report using <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2022-10-03-gartner-survey-finds-marketers-utilize-just-42-percent-of-their-martech-stack-capabilities\" target=\"_blank\" rel=\"noopener\">only 42% of the breadth of capabilities available in their martech stack overall<\/a>, down from 58% in 2020, according to a new survey by Gartner.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Scaling Impact<\/strong>. A snowball can turn into an avalanche if your business continues to grow without organizing your stack. Too many tools quickly can become unwieldy. Consolidation can help prep your brand to scale and save your team time in the future.<\/p>\r\n<\/li>\r\n<\/ol>\r\n<p>Consolidation is key\u2014everyone can appreciate a universal remote\u2014but you can\u2019t just start hacking tools out of your martech stack without understanding how it\u2019s built. You first have to look inward to understand what you\u2019re working with.<\/p>\r\n<h3>Understanding a MarTech Stack Audit<\/h3>\r\n<p>Auditing sounds scary and official, but really it\u2019s just examining what capabilities and platforms are in your martech stack and how they\u2019re all connected. This way if you do decide to consolidate you\u2019ll know the impact it will have. This layout of tool connections and the way your martech stack is built is often referred to as the martech stack architecture.<\/p>\r\n<h4>Diving Into MarTech Stack Architecture<\/h4>\r\n<p>Martech stacks generally have some key ingredients that you\u2019ll find across industries. We\u2019re talking about a customer data activation platform, a data management platform, a journey orchestration platform, etc.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n[caption id=\"attachment_115787\" align=\"alignnone\" width=\"1080\"]<img class=\"size-full wp-image-115787\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Slide1.jpeg\" alt=\"A pyramid with four tiers. The bottom is data, in iterable red, then design, in iterable purple, then delivery, in iterable green, and the top is optimization in iterable light blue.\" width=\"1080\" height=\"608\" \/> <em>An example of how to think about martech stack architecture. Data is the foundation and the rest of the stack is layered on.<\/em>[\/caption]\r\n\r\n<p>When thinking about your martech stack architecture, there\u2019s one golden rule to keep in mind: <strong>consider your use case<\/strong>. You have to <strong>start with a basic set of tools that allows you to execute your business\u2019 most important use case<\/strong>\u2014these tools can be qualified as just the cost of doing business. Once you\u2019ve established the basics you can layer on other tools.<\/p>\r\n<p>This is where you need to be vigilant and evaluate each new tool and its capabilities to make sure it\u2019s helping you achieve your business goals. There likely will be some redundancies as you begin to layer. You may have two customer data platforms (CDPs) in your stack, for example, but if their individual capabilities are uniquely important to your use case, you can prioritize them both in your stack.<\/p>\r\n<p>A martech stack audit can help you determine which tools need to be part of your stack and which don\u2019t.<\/p>\r\n<h3>Embarking on a MarTech Stack Audit<\/h3>\r\n<p>We specifically chose the word \u201cembarking\u201d because a martech stack audit is a journey. Tools alone don\u2019t deliver results, it requires strategic orchestration, governance, and oversight to maximize return for your organization.<\/p>\r\n<h4>Taking Inventory<\/h4>\r\n<p>Like you\u2019d do in any stock room, to understand what you have and what you need, you have to start by taking inventory. Be sure to <strong>document this process<\/strong> in depth so you can refer back to it as you continue on your consolidation journey.<\/p>\r\n<p>Mike Braund, Iterable\u2019s Senior Director of Marketing Operations, recommends creating a spreadsheet to take inventory and align tools to use cases. Your spreadsheet could <strong>have a column for the platform, what it does, what use case it supports, what it integrates with, pricing, point of contact, and when it renews<\/strong>. Have your team complete this exercise too, then compare. See where there\u2019s overlap, where there are gaps, and review how each member is using the tools.<\/p>\r\n\r\n[caption id=\"attachment_115793\" align=\"alignnone\" width=\"2380\"]<img class=\"size-full wp-image-115793\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-27-at-12.07.16-PM.png\" alt=\"Screenshot of Google sheets showing a sample martech stack audit spreadsheet. Columns align with what's in the text example.\" width=\"2380\" height=\"590\" \/> <em>Example of martech stack audit documentation.<\/em>[\/caption]\r\n\r\n<p>You\u2019ll likely note the redundancies in this phase of consolidation. Are there different versions of the same information? Which is the easiest for your team to access and why? <strong>Would removing any of these tools impede your team\u2019s ability to execute the necessary use case<\/strong>?<\/p>\r\n<h4>Centralizing Governance<\/h4>\r\n<p>You also need to create a centralized way to manage all of the different tools, capabilities, and team needs. Someone needs to own each environment you\u2019re working in so you can get decisions made quickly. For example, if your goal is to create cross-channel journeys the technology may start to fade into a gray area between customer success management and martech. Have someone on the customer success (CS) team audit the tools they use and act as a liaison for their team.<\/p>\r\n<p>Once these various team leads have been appointed, you can create a steering committee\u2014a group that helps offer insight and resources as well as creates buy-in and team-wide adoption of tools.<\/p>\r\n\r\n[caption id=\"attachment_115799\" align=\"alignnone\" width=\"1772\"]<img class=\"size-full wp-image-115799\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-27-at-12.32.34-PM.png\" alt=\"Slide from a deck showing some iterable quick tips on centralizing governance.\" width=\"1772\" height=\"984\" \/> <em>Some Iterable Quick Tips to get started on centralizing governance.<\/em>[\/caption]\r\n\r\n<p>Be sure to develop a regular cadence at which your steering committee connects to look over metrics, performance, and discuss any problems that may arise as you start to better understand the variety of tools in your stack.<\/p>\r\n<p>Like we said, this is going to take time. To move forward you have to fully understand your martech stack as it stands.<\/p>\r\n<h3>We\u2019re Just Getting Started<\/h3>\r\n<p>A martech stack audit will have different results for everyone. Based on use cases, martech stack architecture will look different for every brand. That\u2019s why it\u2019s important to remember this is only the beginning of the tech consolidation process.<\/p>\r\n<p>After looking inward and understanding what your martech stack looks like, you have to look outward and understand the landscape of what\u2019s available and what your martech stack really needs. Once you\u2019ve explored options, then it\u2019s time to plan for the future, look forward, and think about an integration or migration to make your martech stack as efficient as possible.<\/p>\r\n<p>For a quick guide through the initial steps of consolidation and maximizing your martech stack value, be sure to check out our <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">downloadable checklist<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-115781\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Blog-Banner-1.png\" alt=\"Banner featuring a couple on the far right side looking at a tablet. The left is a promotion for a martech checklist.\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"MarTech Stack Consolidation Part 1: Looking Inward","post_excerpt":"With the expanding capabilities of the existing tools on the market, there are likely redundancies in your martech stack you can examine.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"martech-stack-consolidation-part-1","to_ping":"","pinged":"","post_modified":"2023-07-28 10:20:30","post_modified_gmt":"2023-07-28 17:20:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115780","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Couple looking at a tablet together, white iterable node across the bottom righthand corner of the image with an iterable purple node end on the right side.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/"},{"ID":115521,"post_author":"79","post_date":"2023-07-26 12:44:40","post_date_gmt":"2023-07-26 19:44:40","post_content":"<div class=\"c-message_kit__blocks c-message_kit__blocks--rich_text\">\r\n<div class=\"c-message__message_blocks c-message__message_blocks--rich_text\" data-qa=\"message-text\">\r\n<div class=\"p-block_kit_renderer\" data-qa=\"block-kit-renderer\">\r\n<div class=\"p-block_kit_renderer__block_wrapper p-block_kit_renderer__block_wrapper--first\">\r\n<div class=\"p-rich_text_block\" dir=\"auto\">\r\n<div class=\"p-rich_text_section\"><em>Indicia Worldwide is the only customer insight and marketing technology led communications agency with global production expertise. They realize ROI for their clients by helping them deliver more engaging, cost-effective, and sustainable customer experiences through maximizing engagement across the entire customer journey. Indicia Worldwide uniquely combines creative, data and technology talent with production and procurement expertise, to improve marketing performance and production efficiencies.<\/em><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<div class=\"c-files_container\" role=\"none\">\r\n<div class=\"c-message_kit__file__meta\">\r\n<hr \/><\/div>\r\n<\/div>\r\n<p>According to research by Capgemini, <strong><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2017\/11\/dti_loyalty-deciphered_29nov17_final.pdf\" target=\"_blank\" rel=\"noopener\">70% of emotionally connected customers spend over twice as much<\/a> with brands they\u2019re loyal to<\/strong>. Personalization is now an expectation, and brands that resonate with their customers\u2019 values form deeper connections and build lasting trust.<br \/>\r\n<br \/>\r\nData insights may provide brands with the information they need to successfully connect with customers, drive results, and promote loyalty, but without the right strategy and creative, execution often falls flat.<br \/>\r\n<br \/>\r\nTo get results and deliver personalization at scale, brands should consider the following:<\/p>\r\n<h3>1. Positive Emotion Can Influence Consumers to Make an Unconscious Decision<\/h3>\r\n<p>Keeping customers engaged and happy is at the heart of all successful campaign activity. According to Statista, <a href=\"https:\/\/www.statista.com\/statistics\/456500\/daily-number-of-e-mails-worldwide\/\" target=\"_blank\" rel=\"noopener\">over 347 billion emails<\/a> alone will be sent daily in 2023. The key to breaking through the noise is understanding consumer emotions and then tailoring communications to drive positive outcomes.<\/p>\r\n<p>Once the initial positive connection is formed, maintaining it is just as important. Through personalized touchpoints that align with a customer\u2019s wants and needs, brands can guide their customers to make an informed purchase decision, because an affinity for the brand has already been established.<br \/>\r\n<br \/>\r\n<a href=\"https:\/\/wolt.com\/en\" target=\"_blank\" rel=\"noopener\">Wolt<\/a> knows about an emotionally invested customer. Is there any better feeling than getting sushi delivered to your front door? Because they\u2019re an app-based service, we helped Wolt create customer experiences and connect with their audience through other digital channels like email and push messages. This ensured their customers remain connected, even when they weren\u2019t in-app.<\/p>\r\n<p>With over 420 emails, push notifications, and in-app messages\u2014in 15 different languages\u2014Wolt created connections with merchants and customers. Personalizing language and content, Wolt was able to show customers they wanted to take time to connect with them on a personal level. This helped build a positive connection with their customers. Once the initial positive connection was formed, Wolt used surprise-and-delight campaigns like \u201c14 days of free delivery,\u201d to solidify them as the first choice when convenience calls.<\/p>\r\n<h3>2. Demonstrate Value to Customers to Form Deeper Connections<\/h3>\r\n<p>Focusing on the emotional benefit of using a product or service demonstrates a higher ROI to the consumer than the initial cost of investing. Furthermore, connecting that value to a relatable, real-life scenario creates a deep connection between brand and consumer. Building audience personas is one strategy brands can use to personalize value-based messaging. For example, a telemedicine brand may target a university student with messaging that shows how a reduction in anxiety could be a huge benefit for their next presentation. A secondary persona for that same brand could be a mother with young children, served with messaging to demonstrate by reducing their anxiety levels, they could increase the amount of quality time spent with their children.<\/p>\r\n<p><a href=\"https:\/\/www.bighealth.com\/\" target=\"_blank\" rel=\"noopener\">Big Health<\/a> is familiar with value-based messaging. It seeks to chart the future of digital medicine with digital therapeutics, focused on helping millions with a priceless commodity: mental wellbeing. With the rising popularity of telehealth, Big Health want to demonstrate value in a competitive market, building customer engagement driven by trust.<\/p>\r\n<p>To begin demonstrating a deeper value, Big Health first needed to determine who their customers are, and the intrinsic motivation to improving their mental health. Primary and secondary audience personas were created with sub-categories including, personal interests, needs, challenges, and life goals. Unique customer journeys were constructed, and each persona has its own sequence, cadence, triggers, and content.<\/p>\r\n<p>What sets Big Health apart, is the clinically validated, cognitive behavioral therapy, accessible through a phone. Data insights, like the fact their \u2018Daylight\u2019 product helps 71% of patients achieve clinical improvement in anxiety are used strategically in the unique customer journeys, giving Big Health the opportunity to build trust and deepen connections with their customers.<\/p>\r\n<p>When general brand value is focused on how a product will integrate to improve the customers overall quality of life, the commodity almost becomes priceless.<\/p>\r\n<h3>3. Combine Strategy and Creative With Tech and Data to Deliver the Highest ROI<\/h3>\r\n<p>It\u2019s crucial to engage both sides of the brain\u2014the rational left and the emotional right\u2014to create long lasting personalization at scale. Combining powerful tech and data, like <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a>, to inform personalized messaging, enables a clearer understanding of which messaging will resonate with customers. This includes geolocation, language, and typical orders\u2014for example, takeout on a Tuesday. With Iterable\u2019s <a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwiOysfJv-H_AhUJRHIKHS6jA00YABAAGgJxdQ&amp;sig=AOD64_0WQLl2CnuUOAK1ZzQTauu7l4JrMA&amp;q&amp;adurl&amp;ved=2ahUKEwjSlcDJv-H_AhUJD1kFHWyLCt4Q0Qx6BAgJEAE\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a>, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">channel optimization<\/a>, and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">predictive goals<\/a> at your fingertips, brands can target each customer at the right time and on the right channel to ensure on-going relevancy.<\/p>\r\n<p>But, we can\u2019t forget that strategy and creative are important tools to use alongside data and tech. Personalized data can be used by strategy to create brand personas and determine the optimal time and channel to receive the highest clicks and conversions. Creative adds to this customer-centric strategy to pull all campaign pieces together and cut-through to deliver an emotional connection.<\/p>\r\n<p>The world has changed, and customer retention has never been more important. Acquisition has never been harder for brands. As <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2017\/11\/dti_loyalty-deciphered_29nov17_final.pdf\" target=\"_blank\" rel=\"noopener\">evidence tells us<\/a>, customers don\u2019t just buy what you do, they buy why you do it. To get results and deliver personalization at scale you need to execute both sides, left and right, rational and emotional. With strategically led data and tech informing the creative, you can have the winning formula to make that all-important emotional connection and drive ROI. <br \/>\r\n<br \/>\r\n<em>Want more? Check out our full Activate session, <a href=\"https:\/\/indicia.konicaminolta.com\/en-us\/activate\" target=\"_blank\" rel=\"noopener\">Let\u2019s Get Rational About Emotion<\/a>.\u00a0<\/em><\/p>","post_title":"How Brands Combine Rational & Emotional Strategies to Increase ROI","post_excerpt":"With strategically-led data and tech informing the creative, you have the winning formula to make an emotional connection and increase ROI.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-brands-combine-rational-emotional-strategies-to-increase-roi","to_ping":"","pinged":"","post_modified":"2023-07-26 12:44:40","post_modified_gmt":"2023-07-26 19:44:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115521","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 26, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"white iterable and indicia logos on an iterable red background with transparent white nodes\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-brands-combine-rational-emotional-strategies-to-increase-roi\/"},{"ID":115625,"post_author":"103","post_date":"2023-07-25 11:29:49","post_date_gmt":"2023-07-25 18:29:49","post_content":"<p>With the transformation of customer experiences, increased data collection, and endless campaign possibilities, the modern martech stack has become incredibly powerful for marketers. But, having a fancy stack of tools isn\u2019t enough. You may still find yourself challenged with getting the most out of your investments.<\/p>\r\n<p>Fear not! We\u2019ve put together this handy guide to walk you through the steps to take to ensure you\u2019re maximizing the value of your martech stack. We also introduce consolidation as a way to drive even more efficiencies and boost ROI.<\/p>\r\n<p><strong>In this checklist, learn about getting the most of your investments with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Immediate actions you can put in place today<\/li>\r\n\t<li>Longer-term goals to optimize your marketing tech stack<\/li>\r\n\t<li>Options to consider for consolidating your tools<\/li>\r\n<\/ul>\r\n<p>When it comes to optimizing your martech stack, it\u2019s all about making the most of your existing tools, considering new investments, and trimming the fat. You\u2019ll soon be on your way to boosting your team\u2019s efficiency, creating harmonized customer experiences, and maximizing your ROI.<\/p>","post_title":"Unlock the Value: Maximize the ROI of Your MarTech","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unlock-the-value-maximize-the-roi-of-your-martech","to_ping":"","pinged":"","post_modified":"2023-07-25 11:29:49","post_modified_gmt":"2023-07-25 18:29:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=115625","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 25, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/"},{"ID":115170,"post_author":"79","post_date":"2023-07-20 08:46:59","post_date_gmt":"2023-07-20 15:46:59","post_content":"<p>Unless you\u2019re living under a rock\u2014which, at this point, would be painted pink and have a movie poster slapped across it\u2014you probably know <a href=\"https:\/\/www.barbie-themovie.com\/\" target=\"_blank\" rel=\"noopener\">Barbie Movie<\/a> is coming out this week. In the past month or so it seems that no matter which way you look, your eyes are bound to land on a Barbie Movie marketing campaign of some sort.<\/p>\r\n<p>Everyone is a Barbie girl in this inarguably Barbie world. Influencers are in on it, <a href=\"https:\/\/www.instyle.com\/barbie-movie-brand-collaborations-7558155\" target=\"_blank\" rel=\"noopener\">brand partnerships<\/a> keep cropping up, and everything\u2019s being painted Barbie pink. (Did you know the set of Barbie Movie <a href=\"https:\/\/www.latimes.com\/entertainment-arts\/movies\/story\/2023-06-03\/barbie-production-design-shortage-pink-paint-greta-gerwig\" target=\"_blank\" rel=\"noopener\">used so much pink paint<\/a> they ran through a global supplier\u2019s entire inventory?) You can even <a href=\"https:\/\/news.airbnb.com\/barbies-malibu-dreamhouse-is-back-on-airbnb-but-this-time-kens-hosting\/\" target=\"_blank\" rel=\"noopener\">rent Barbie\u2019s Dreamhouse<\/a> on Airbnb.<\/p>\r\n<p>Before we get started, we should probably point out that this article is not a paid sponsorship.<\/p>\r\n<p>With all of the hype around this movie, we got to thinking\u2014is movie marketing (to this extent) common? Why is this even happening in the first place? Is life in plastic really fantastic? There\u2019s a lot to unpack.<\/p>\r\n<h3>Film Financing and Marketing 101<\/h3>\r\n<p>Production companies spend a lot of money to make a movie. From the actual production of the movie, to paying distributors and theaters, their cost cup runneth over. One way to ensure some money is made on a movie is to get people to see it. According to <a href=\"https:\/\/www.investopedia.com\/articles\/investing\/093015\/how-exactly-do-movies-make-money.asp\" target=\"_blank\" rel=\"noopener\">Investopedia<\/a>, \u201ca studio might make about 60% of a film's ticket sales in the United States, and around 20% to 40% of that on overseas ticket sales.\u201d<\/p>\r\n<p>If a production company can get people to see their movie they have the chance to make a good chunk of change, and film marketing is how production companies spread the word. It\u2019s another cost, certainly, but a wildly important one. In fact, according to <a href=\"https:\/\/www.slashgear.com\/how-much-does-a-movie-need-to-be-profitable-25607407\/\" target=\"_blank\" rel=\"noopener\">Slash Gear<\/a>, \u201cThere are generally two parts of financing a film: Making the movie itself and marketing it.\u201d<\/p>\r\n<h3>What Makes Barbie Movie Marketing Different?<\/h3>\r\n<p>Marketing aims to get people to buy\u2014a tale as old as time. And film marketing has been known to go above and beyond in the past. As the <a href=\"https:\/\/www.hollywoodreporter.com\/business\/business-news\/movie-marketing-spends-summer-films-1235142253\/\" target=\"_blank\" rel=\"noopener\">Hollywood Reporter<\/a> says, \u201cDon\u2019t be surprised if studios set aside $150\u202fmillion or more on global marketing spend for the biggest titles.\u201d But there\u2019s something different, new, and, dare we say, extra, about the Barbie Movie marketing strategy.<\/p>\r\n\r\n[caption id=\"attachment_115171\" align=\"alignnone\" width=\"987\"]<img class=\"size-full wp-image-115171\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/screencapture-twitter-BurgerKingBR-status-1678858830334001153-2023-07-18-14_05_54-edit.png\" alt=\"Burger King's Barbie Burger with pink sauce\" width=\"987\" height=\"1616\" \/> <em>Barbie pink is really showing up everywhere. Source: <a href=\"https:\/\/twitter.com\/BurgerKingBR\/status\/1678858830334001153?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1678858830334001153%7Ctwgr%5Ea44719583f6cd1184be4025dcc90f07f38570c8f%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Ftime.com%2F6294123%2Fbarbie-partnerships-crocs-burger-king%2F\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>When we say it\u2019s everywhere, we mean everywhere. From <a href=\"https:\/\/ruggable.com\/collections\/barbie-rugs-and-doormats\" target=\"_blank\" rel=\"noopener\">Ruggable<\/a> to <a href=\"https:\/\/www.creativebloq.com\/news\/burger-king-barbie-combo-meal\" target=\"_blank\" rel=\"noopener\">Burger King<\/a>, Barbie Movie has made its way into a wide swath of industries and products. <a href=\"https:\/\/time.com\/6294123\/barbie-partnerships-crocs-burger-king\/\" target=\"_blank\" rel=\"noopener\">Time Magazine<\/a> published a full article about all of the partnerships and collaborations and it\u2019s\u2026eye opening.<\/p>\r\n<p>According to the article, \u201cThe Copyright Office in the Library of Congress has registered more than 2,000 Barbie-related works including dolls, games, and songs for the movie, according to public records.\u201d We even spotted a few familiar faces on this long list\u2014<a href=\"https:\/\/www.meundies.com\/collections\/barbie-collection\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a> and <a href=\"https:\/\/joybird.com\/collaborations\/barbie\/#catalog\/barbie-x-joybird\/page\/1\" target=\"_blank\" rel=\"noopener\">Joybird<\/a> both feature Barbie-themed products on their websites.<\/p>\r\n<p>Barbie Movie marketing has fully infiltrated our lives\u2014so why aren\u2019t we seeing similar marketing for other blockbusters?<\/p>\r\n<h3>Why it Works for Barbie Movie and Not Others<\/h3>\r\n<p>We haven\u2019t really seen this level of widespread inundation via film marketing from other blockbuster movies, so there\u2019s something special about what Barbie and Mattel\u2014Barbie\u2019s parent company\u2014are doing.<\/p>\r\n<p>In a recent <a href=\"https:\/\/www.bbc.com\/news\/newsbeat-66184513\" target=\"_blank\" rel=\"noopener\">BBC article<\/a>, Ali Plumb, BBC Radio 1\u2019s Film Critic, brought up the point that there are other movies coming out around the same time but we\u2019re not seeing the same marketing strategy being applied. Ali specifically mentions Oppenheimer, which comes out the same day as the Barbie Movie. Because of the stark juxtaposition\u2014one is about an atomic bomb and one is about the world of Barbie\u2014the simultaneous release has been dubbed \u201c<a href=\"https:\/\/www.yahoo.com\/entertainment\/what-is-barbenheimer-barbie-oppenheimer-july-21-2030-release-date-double-feature-explainer-233351171.html\" target=\"_blank\" rel=\"noopener\">Barbenheimer<\/a>.\u201d<\/p>\r\n<p>Ali points out how the topic of Oppenheimer doesn\u2019t lend itself well to being marketed the same way as Barbie Movie. He says, \u201c[Oppenheimer is] a movie about the man who helped create the Manhattan Project and the atomic bomb, so you can't sell toys off the back of that, you can't sell fishing rods and shirts and hats and whatever random stuff [Barbie Movie] might be selling - it's just the movie.\"<\/p>\r\n<p>In the same BBC article, Moshe Isaacian, a senior brand consultant, said that Mattel has been great at being selective about which brands they partner with. He said, \u201cIt's more like [they're selling] Barbie's lifestyle plan now, like this is how Barbie would dress up, talk, the things she would eat, what kind of candles she would have in her house.\u201d<\/p>\r\n\r\n[caption id=\"attachment_115177\" align=\"alignnone\" width=\"2778\"]<img class=\"size-full wp-image-115177\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-18-at-2.13.02-PM.png\" alt=\"\" width=\"2778\" height=\"820\" \/> <em>This is how Barbie would decorate her house. Source: <a href=\"https:\/\/joybird.com\/collaborations\/barbie\/#catalog\/barbie-x-joybird\/page\/1\" target=\"_blank\" rel=\"noopener\">Joybird<\/a>.<\/em>[\/caption]\r\n\r\n<p>Now when you see Barbie Movie collaborations, you\u2019ll be able to see it through the lens of achieving the Barbie Lifestyle. The way Mattel and Barbie have tackled this Barbie Movie marketing strategy is admirable and, while it\u2019s definitely a lot, we, as marketers, can learn a little something from it.<\/p>\r\n<h3>What Barbie Movie Marketing Can Teach Us<\/h3>\r\n<p>There\u2019s an excitement, an intense, sugary-sweet elation that comes with the Barbie branding. There\u2019s energy in the colorful confections and fabulous furniture that Barbie Movie and their partners have created. After all, nothing screams joy like a bright pink vacation home.<\/p>\r\n\r\n[caption id=\"attachment_115183\" align=\"alignnone\" width=\"2072\"]<img class=\"size-full wp-image-115183\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/screencapture-news-airbnb-barbies-malibu-dreamhouse-is-back-on-airbnb-but-this-time-kens-hosting-2023-07-20-10_30_21-edit.png\" alt=\"A bright pink house features a swimming pool in the front with floating letters K, E and N.\" width=\"2072\" height=\"1382\" \/> <em>Renting Barbie\u2019s Dreamhouse is a reality thanks to Airbnb. Source: <a href=\"https:\/\/news.airbnb.com\/barbies-malibu-dreamhouse-is-back-on-airbnb-but-this-time-kens-hosting\/\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a>. <\/em>[\/caption]\r\n\r\n<p>Mattel and Barbie have bottled and branded the nostalgia of childhood memories for adults with the eye-catching allure of modern-day toys for kids. These products and partnerships elicit feelings, they connect to customers.<\/p>\r\n<p>Sure, the Barbie brand obviously lends itself well to these kinds of campaigns, but it can be carried into strategies for other brands too. When you\u2019re crafting your next marketing campaign, think about how you can spark joy to deepen connections and build customer relationships.<\/p>\r\n<p><em>To learn more about how Iterable helps create joy for our customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Let\u2019s Talk About the Barbie Movie Marketing Strategy","post_excerpt":"It seems that no matter which way you look, your eyes are bound to land on a Barbie Movie marketing campaign of some sort.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"lets-talk-about-the-barbie-movie-marketing-strategy","to_ping":"","pinged":"","post_modified":"2023-07-20 13:28:44","post_modified_gmt":"2023-07-20 20:28:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115170","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 20, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"bright pink background with a light pink film strip running across. On the right is a light pink silhouette of an old-fashioned movie camera.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/lets-talk-about-the-barbie-movie-marketing-strategy\/"},{"ID":114875,"post_author":"79","post_date":"2023-07-17 09:50:38","post_date_gmt":"2023-07-17 16:50:38","post_content":"<p>In the vast landscape of email communication, standing out from the crowd can be quite the challenge. This channel continues to be vital for connecting individuals and brands worldwide. With the rise of phishing attacks and email impersonation, the credibility of email has been called into question.<\/p>\r\n<p>But fear not, this is where Brand Indicators for Message Identification (BIMI) comes into play. BIMI (pronounced Bih-mee) is an email specification developed by the <a href=\"https:\/\/www.linkedin.com\/company\/authindicators-working-group\/\" target=\"_blank\" rel=\"noopener\">AuthIndicators Working Group<\/a>\u2014a collective effort of industry leaders. AuthIndicator Group\u2019s primary goal is to combat email fraud, phishing, and email impersonation by providing visual cues to users that an email is legitimate and sent from a trusted source. It\u2019s supported by an <a href=\"https:\/\/bimigroup.org\/bimi-infographic\" target=\"_blank\" rel=\"noopener\">ever growing list of mail clients<\/a>.<\/p>\r\n<p>BIMI has emerged as a new standard that allows organizations to display their brand logos alongside authenticated emails, thereby improving email security and establishing trust with recipients. In this article, we will explore what BIMI is, how it works for email, and how someone can implement BIMI to enhance their email communications.<\/p>\r\n<h3>What is BIMI?<\/h3>\r\n<p>Imagine you're attending an event where security is of utmost importance. To ensure the authenticity and legitimacy of the attendees, a strict verification process is in place. This process involves two crucial elements: identity verification and personalized badges.<\/p>\r\n<p>BIMI can be likened to the personalized badges provided to event attendees. These badges serve two purposes: identification and trust.<\/p>\r\n<ol>\r\n\t<li><strong>Identification<\/strong>: Just like personalized badges displaying an attendee's name and affiliation, BIMI enables email clients to display the sender's brand logo in the recipient's inbox. This identification helps recipients quickly recognize and associate emails with brands.<\/li>\r\n\t<li><strong>Trust<\/strong>: The personalized badges at the event serve as an indicator of trustworthiness. When recipients see a brand logo displayed through BIMI, it signifies that the email has passed through an authentication process, ensuring its legitimacy. This builds trust between the brand and the recipient, making it easier to discern genuine messages from potential phishing or spoofed emails.<\/li>\r\n<\/ol>\r\n<p>By implementing BIMI, email senders can establish a visual indicator of trust. This way, recipients can have increased confidence in the legitimacy of the emails they receive, mitigating the risk of falling victim to scams or fraudulent activities.<\/p>\r\n<h4>How Does BIMI Work?<\/h4>\r\n<p>The implementation of BIMI involves a few key components. Firstly, it relies on established email authentication protocols such as <a href=\"https:\/\/support.google.com\/a\/answer\/33786?hl=en\" target=\"_blank\" rel=\"noopener\">SPF (Sender Policy Framework)<\/a> and <a href=\"https:\/\/support.google.com\/a\/answer\/174124?hl=en\" target=\"_blank\" rel=\"noopener\">DKIM (DomainKeys Identified Mail)<\/a>. These protocols work together to verify the authenticity. and integrity of an email, ensuring it was sent from an authorized server and has not been tampered with during transit.<\/p>\r\n<h3>Benefits of BIMI<\/h3>\r\n<p>With over 80% of Iterable customers' monthly sending volume going to Mailbox Providers that support BIMI, this technical standard is simply beneficial to everyone. Implementing BIMI offers several benefits for your email marketing strategy:<\/p>\r\n<ul>\r\n\t<li><strong>Enhanced brand visibility &amp; recognition: <\/strong>Display your brand logo directly in the recipient's email client. This visual representation of your brand enhances brand visibility and recognition. When recipients consistently see your logo in their inboxes, it reinforces brand recall and distinguishes your emails from generic or potentially harmful messages.<\/li>\r\n\t<li><strong>Enhanced email authentication &amp; security<\/strong>: Email spoofing and phishing attacks have become prevalent, posing significant risks to businesses and individuals. BIMI helps combat these threats by requiring the implementation of strong email authentication protocols. By ensuring that only legitimate senders can display their brand logos, BIMI helps recipients distinguish between genuine emails and potential phishing attempts, thus bolstering email security.<strong>Improved recipient trust &amp; user experience<\/strong>: When recipients see your brand logo prominently displayed in their email clients, it establishes a sense of trust and authenticity. They can quickly associate the logo with your brand identity, reinforcing the legitimacy of your emails. This increased trust can lead to higher engagement rates, as recipients are more likely to open and interact with emails from recognized and trusted sources.<\/li>\r\n\t<li><strong>Potential deliverability benefits<\/strong>: By implementing these protocols and using BIMI, you demonstrate to email service providers (ESPs) and mailbox providers that you take email security seriously. This, in turn, increases your email deliverability rates as your messages are more likely to pass through spam filters and reach the intended recipients' inboxes.<\/li>\r\n\t<li><strong>Stand out from the crowd<\/strong>: In a crowded digital landscape, standing out from the competition is crucial. BIMI provides a unique opportunity to differentiate your brand's email communications.<\/li>\r\n<\/ul>\r\n<p>By leveraging BIMI, you can elevate your email branding efforts and establish a strong and credible presence in recipients' inboxes.<\/p>\r\n<h3>How to Implement BIMI<\/h3>\r\n<p>Now that we\u2019ve covered what BIMI is, let's dive into the implementation process of BIMI:<\/p>\r\n<h4>Step 1: Evaluate Readiness<\/h4>\r\n<p>Before diving into BIMI implementation, assess your email infrastructure and ensure it meets the prerequisites for email authentication. This involves setting up SPF and DKIM records to establish a strong foundation for BIMI.<\/p>\r\n<p>If you are unsure if your domain already uses BIMI, enter your domain in the <a href=\"https:\/\/bimigroup.org\/bimi-generator\/\" target=\"_blank\" rel=\"noopener\">BIMI Inspector tool<\/a>.<\/p>\r\n<h4>Step 2: Authenticate your Domain<\/h4>\r\n<p>Implement DMARC policies that align with your email authentication goals. Gradually increase the policy strictness to maximize the benefits of BIMI while ensuring a smooth transition for your email ecosystem.<\/p>\r\n<h4>Step 3: Register Your Trademark<\/h4>\r\n<p>Before you can display your brand logo using BIMI, you need to have a registered trademark associated with your domain. This ensures that only legitimate brand owners can utilize BIMI for email branding.<\/p>\r\n<h4>Step 4: Create a Verified Mark Certificate (VMC)<\/h4>\r\n<p>A VMC is a digital certificate that confirms your ownership of the brand logo you want to display alongside your emails. You will need to work with an authorized Certification Authority (CA) to obtain a VMC.* The CA will verify your ownership and issue the certificate.<\/p>\r\n<p><em>*There is a cost associated with a VMC<\/em><\/p>\r\n<h4>Step 5: Publish BIMI Records<\/h4>\r\n<p>Once you have a VMC, publish a BIMI record in your domain's DNS (Domain Name System) settings. This record points to the location of your brand logo and includes the VMC information. It acts as a reference for email clients to retrieve and display your logo.<\/p>\r\n<h4>Step 6: Monitor and Maintain<\/h4>\r\n<p>Regularly monitor your DMARC reports to identify any email authentication failures or unauthorized use of your domain. Stay vigilant and update your BIMI record and VMC if any changes to your branding or logo occur.<\/p>\r\n<p>This may seem overwhelming, but Iterable professional services, and our partners, are here to help.<\/p>\r\n<h3>Build Trust with BIMI<\/h3>\r\n<p>BIMI represents a significant step forward in email authentication and brand visibility. By combining email authentication protocols with visual brand indicators, BIMI helps organizations combat email fraud, strengthen security, and build relationships with their audiences.<\/p>\r\n<p><em>Read more about our <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener\">Deliverability Services<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> if you\u2019re interested in working with the best deliverability team there is.<\/em><\/p>","post_title":"BIMI: Enhancing Email Experiences","post_excerpt":"In this article, we will explore what BIMI is, how it works, and how someone can implement BIMI to enhance their email communications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"bimi-enhancing-email-experiences","to_ping":"","pinged":"","post_modified":"2023-07-25 09:28:07","post_modified_gmt":"2023-07-25 16:28:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=114875","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 17, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable light blue background with lighter blue top right and bottom left corners. An illustration of an inbox sits in the center with a small yellow email envelop sitting on the right side of the illustration with a red notification bubble.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/bimi-enhancing-email-experiences\/"},{"ID":4718,"post_author":"10","post_date":"2023-07-10 09:00:32","post_date_gmt":"2023-07-10 16:00:32","post_content":"<p><em>This updated post was originally published by Iterable on August 30, 2018.<\/em><\/p>\r\n<p>In the half-decade since this post was initially written, adoption of artificial intelligence (AI) has <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">more than doubled<\/a>. McKinsey reports that <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">52% of organizations<\/a> are already investing into AI, and 63% expect that investment to increase over the next three years. Companies of all sizes are seeing value in AI\u2014from cutting-edge startups to industry giants.<\/p>\r\n<p>In 2018, we posited that we were only a few years away from a turning point, in which <a href=\"https:\/\/hbr.org\/2021\/09\/ai-adoption-skyrocketed-over-the-last-18-months\" target=\"_blank\" rel=\"noopener\">most businesses<\/a> will use AI in some form. And with the recent skyrocketing popularity of <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/generative-ai-is-here-how-tools-like-chatgpt-could-change-your-business\" target=\"_blank\" rel=\"noopener\">generative AI tools like ChatGPT<\/a>, it\u2019s safe to say that a turning point has arrived.<\/p>\r\n<p>However, misinformation continues to stymie the conversation around real-life, practical applications, especially when it comes to digital marketing, so we\u2019re back to re-evaluate the three most common AI myths we encountered five years ago and weigh in on whether they\u2019re still debunked in 2023.<\/p>\r\n<h3>AI Myth #1: It Will Take Marketers\u2019 Jobs<\/h3>\r\n<p>This remains a common fear, especially as the role of AI in marketing evolves. And yet, Gartner reports that the <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/03-18-2020-gartner-says-strongest-demand-for-ai-talent-comes-from-non-it-departments\" target=\"_blank\" rel=\"noopener\">strongest demand for AI talent<\/a> (i.e., people who are skilled in AI) comes from non-IT departments, such as marketing, sales, and customer service.<\/p>\r\n<p>AI does not \u201cthink\u201d or operate on its own\u2014a user is always driving the experience and providing the inputs. So regardless of how sophisticated AI tools become, there is still going to be a need for humans to be involved in their utilization.<\/p>\r\n<p>Much like any other technology advancement that came before, AI solutions will play a support role to make our work more efficient. AI can remove the day-to-day drudgery that typically hampers the creative process\u2014imagine a workday without digging through data, pulling reports or running queries!<\/p>\r\n<p>Eliminating rudimentary burdens gives valuable time back to marketers where they can focus on high-value projects to dial-up engagement. Invest this time in nuanced storytelling rich with elements of a \u201chuman touch,\u201d something that AI isn\u2019t quite capable of reproducing.<\/p>\r\n<h3>Truth: AI Will Open New Career Doors<\/h3>\r\n<p>Rather than stressing about technology minimizing your marketing role, <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">apply a growth mindset<\/a>. Learning and experimentation are synonymous with marketing and finding new (and better) ways to reach your audience will impact your business substantially.<\/p>\r\n<p>Marketers who understand the importance of AI and can <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">leverage it in their martech stacks<\/a> will lead the charge inside their organizations and cultivate deeper relationships with customers.<\/p>\r\n<h3>AI Myth #2: It\u2019s a Magic Bullet<\/h3>\r\n<p>Successful businesses are driven by results\u2014improved operations and higher revenues. But simply adopting AI technology won\u2019t guarantee your company these results\u2014success will come from the marketers who\u2019ve thought critically about their goals and the specific challenges that AI can impact.<\/p>\r\n<p>AI has <a href=\"https:\/\/www.theguardian.com\/technology\/2023\/mar\/16\/the-stupidity-of-ai-artificial-intelligence-dall-e-chatgpt\" target=\"_blank\" rel=\"noopener\">not yet advanced far enough<\/a> in determining whether its choices for your business are subjectively \u201cgood\u201d or \u201cbad.\u201d These solutions are designed to operate as quickly and efficiently with as little input as possible\u2014their strengths align with execution.<\/p>\r\n<p>If you prioritize AI adoption over strategy, then you\u2019re setting yourself up for failure.<\/p>\r\n<h3>Truth: AI is a Process<\/h3>\r\n<p>Just as it takes time to understand the problems you hope to solve using AI, you must also plan for the time you\u2019ll need to spend preparing for its use.<\/p>\r\n<p>In most cases, AI is anything but out-of-the-box ready. Collecting, routing and cleaning your data is just the beginning.<\/p>\r\n<p>You also need to budget time for AI algorithms to learn from this data and optimize its output effectively. For instance, we recommend Iterable customers have <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990091-Iterable-AI-Overview-\" target=\"_blank\" rel=\"noopener\">at least three months<\/a> of active user data so <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable AI<\/a> can provide the best insights.<\/p>\r\n<p>Once your technologies are up and running, you still need the human expertise to make sure any AI decision-making is accurate and useful to your operations. Marketers must still provide oversight to ensure campaign quality control.<\/p>\r\n<p>Setting the right expectations will be a vital component of your company\u2019s success with AI.<\/p>\r\n<h3>AI Myth #3: It Isn\u2019t a Fit for My Business<\/h3>\r\n<p>Modern businesses run on some form of marketing operations and analytics\u2014this likely qualifies your business as an eligible candidate for AI, even though you may not think it does.<\/p>\r\n<p>In 2017, Forrester Consulting found that nearly half of marketing executives surveyed assume <a href=\"https:\/\/martechtoday.com\/report-marketers-like-ai-based-tools-think-already-195107\" target=\"_blank\" rel=\"noopener\">AI will cost too much<\/a>. That sentiment has vanished, as new research demonstrates that 70% of marketing and sales departments are seeing <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\">AI-related revenue increases<\/a> and 28% are seeing AI-related cost decreases.<\/p>\r\n<p>As McKinsey definitively states, \u201c<a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">The bottom-line value realized from AI remains strong and largely consistent<\/a>.\u201d Forward-thinking business leaders are already moving the needle by using AI technology, so don\u2019t let your uncertainty keep you from taking action.<\/p>\r\n<h3>Truth: The Time to Act is Now<\/h3>\r\n<p>The majority of businesses are already leveraging AI to some degree\u2014including your competitors. Why not familiarize yourself with the AI landscape now and prepare the path for experimentation?<\/p>\r\n<p>Hesitation will only set your brand further back from your peers who are identifying and driving new opportunities for growth.<br \/>\r\nSeparating AI Myths From Reality<\/p>\r\n<p>Don\u2019t let these three AI myths dissuade your company from missing out on the next wave of innovation.<\/p>\r\n<p>We all could benefit from making sense of complex data and executing specific business functions more effectively\u2014AI provides this assistance, so why not take advantage of it?<\/p>\r\n<p>Savvy marketers and customer experience professionals already have access to a host of AI-powered tools with <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable AI<\/a>, including channel and send time optimization, predictive goals, user sentiment analysis, and copy generation.<\/p>\r\n<p>Our glass-box approach ensures our AI functionality is always explainable and customized to your specific business needs\u2014so it\u2019s easier than ever to create authentic experiences your customers love.<\/p>\r\n<p><em>To see how Iterable is using AI to help modern marketers master customer engagement, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Busting the 3 Most Common AI Myths in Marketing","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ai-myths-marketing","to_ping":"","pinged":"","post_modified":"2023-07-10 09:01:14","post_modified_gmt":"2023-07-10 16:01:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=4718","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 10, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/08\/071023_AI-Myths_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Teal computer chip pattern with white Iterable nodes overlayed\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/08\/071023_AI-Myths_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/08\/071023_AI-Myths_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/08\/071023_AI-Myths_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/"},{"ID":112616,"post_author":"79","post_date":"2023-06-30 11:31:21","post_date_gmt":"2023-06-30 18:31:21","post_content":"<p>While the thought of a European vacation makes some Americans of a certain age reflexively say, \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=iAgX6qlJEMc\" target=\"_blank\" rel=\"noopener\">Look kids! Big Ben. Parliament<\/a>,\u201d Iterable took the concept of a European vacation and added a little spice.<\/p>\r\n<p>Over the course of the last few months we\u2019ve made stops in Berlin, London\u2014for Activate Tour\u2014and Cannes to connect with new members of our community, make a few announcements, and learn a little along the way.<\/p>\r\n<p>Since you likely weren\u2019t with us for the whole trip\u2014as much as we\u2019d love to take you with us everywhere\u2014we\u2019ve compiled a few of the best takeaways from our three stops on #EUSummerVacation2023.<\/p>\r\n\r\n[caption id=\"attachment_112623\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-112623 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/IMG_7592-scaled.jpg\" alt=\"Tote bags with the iterable logo organized on a swag table\" width=\"2560\" height=\"1707\" \/> <em>With all the swag, attendees may have needed to check a bag on the way home.<\/em>[\/caption]\r\n\r\n<h3>London, Berlin, and Cannes<\/h3>\r\n<p><strong>1.<\/strong> Complex challenges like creating personalized journeys across multiple languages and geographies requires out-of-the-box thinking. In Berlin, Amanda Ramsahal, Customer Engagement Manager at <a href=\"https:\/\/www.dfds.com\/en\" target=\"_blank\" rel=\"noopener\">DFDS<\/a>, spoke about how she partnered with Iterable\u2019s Solutions Architect team to come up with creative solutions to modern problems.<\/p>\r\n<p><strong>2<\/strong>. The quickest way to connect is by being where your customers want you to be. London saw an announcement of global proportions as we unveiled <a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">Global SMS, Locales, and our EU data center<\/a> to make it easier to be where your audience is\u2026across the globe.<\/p>\r\n<p><strong>3.<\/strong> Bringing an established brand into the digital age requires hyperfocus on the customer journey. Volvo Cars told our Activate Tour London audience how their transition to a D2C model meant they needed to look at what each customer needs in their search for that perfect car.<\/p>\r\n\r\n[caption id=\"attachment_112629\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-112629\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/IMG_8057-scaled.jpg\" alt=\"Speakers on a stage, actively presenting to a crowded room.\" width=\"2560\" height=\"1707\" \/> <em>Carlo Maraschin from Volvo Cars talking about keeping customers engaged in their new journey.<\/em>[\/caption]\r\n\r\n<p><strong>4.<\/strong> Experimentation can yield insights previously thought impossible Dani Gonzalez, CEO and founder of <a href=\"https:\/\/iterable.com\/customers\/dgtl-fundraising\/\" target=\"_blank\" rel=\"noopener\">dgtl fundraising<\/a>, presented how they improved the experience for over 15% of users by testing messaging and send times to find the right fit for each customer.<\/p>\r\n<p><strong>5.<\/strong> Meanwhile, Cannes emphasized the influence of Gen Z and how brands need to frame their mindset as trusting Gen Z while also appealing to them.<\/p>\r\n\r\n[caption id=\"attachment_112635\" align=\"alignnone\" width=\"1920\"]<img class=\"size-full wp-image-112635\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/IMG_8841-scaled.jpg\" alt=\"Presentation at Cannes showing a slide that reads &quot;joyful connection, entertainment &amp; realness create trust.&quot;\" width=\"1920\" height=\"2560\" \/> <em>Trust is the key to joy.<\/em>[\/caption]\r\n\r\n<p><strong>6.<\/strong> In a time of seemingly endless digital noise, it\u2019s easier than ever to also ignore it all. Engagement is about making people want to listen to you by adding value to their experience.<\/p>\r\n<p><strong>7.<\/strong> Finally, Cannes made us feel inspired with one final message: Dare to be creative! Creative brands are the ones who succeed the most.<\/p>\r\n<p>This wasn\u2019t the first time we made our way to Europe in a big way and it certainly won\u2019t be the last. In fact\u2026there may or may not be more to come in the next few months. (Stay tuned!)<\/p>\r\n<p>But in the meantime, our trip left us feeling hopeful about a more connected world\u2014one that is creative, individualized, and trusted. Next time we\u2019ll be sure to save a little extra time, though, to see Big Ben and Parliament.<\/p>\r\n<p><em>To stay in the loop for all things Activate Tour, be sure to check out our <a href=\"https:\/\/iterable.com\/activate-tour\/\" target=\"_blank\" rel=\"noopener\">upcoming events<\/a>.<\/em><\/p>","post_title":"7 Learnings From Iterable\u2019s Summer European \u201cVacation\u201d","post_excerpt":"We made stops in Berlin, London\u2014for Activate Tour\u2014and Cannes to make connections and learn a little along the way.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"7-learnings-from-iterables-summer-european-vacation","to_ping":"","pinged":"","post_modified":"2023-06-30 11:31:21","post_modified_gmt":"2023-06-30 18:31:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112616","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 30, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Purple map of europe with iterable nodes overlayed\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/7-learnings-from-iterables-summer-european-vacation\/"},{"ID":112556,"post_author":"113","post_date":"2023-06-29 13:25:59","post_date_gmt":"2023-06-29 20:25:59","post_content":"<p>In the July edition of this webinar series, we\u2019re demystifying webhooks. You\u2019ll discover how harnessing the flexibility of webhooks creates tighter relationships between your stack tools that maximize the impact of your communications\u2014 without needing extensive technical resources.<\/p>\r\n<p>Join Emily Benoit, Manager of Lifecycle Engagement at InStride, as she demonstrates how her team leverages webhooks to connect users to each other with customized, low-code data. Gain practical insights into effective webhooks uses, including strategizing triggers, entries and exit points, how to connect relational customer data, and some easy use cases and examples you can implement today!<\/p>\r\n<p><strong>Walk away from this webinar with insights on how to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Harness the power of webhooks to enhance the customer experience<\/li>\r\n\t<li>Create personalized connections between users<\/li>\r\n\t<li>Customize data fields to deliver tailored messaging<\/li>\r\n\t<li>Build new lifecycle features without additional vendors or teams<\/li>\r\n<\/ul>\r\n<p>Register now to gain practical insights and optimize your B2B2C communications from two incredible industry experts.<\/p>","post_title":"Ask a Builder About: How InStride Unlocks the Power of Webhooks for B2B2C Success","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-how-instride-unlocks-the-power-of-webhooks-for-b2b2c-success","to_ping":"","pinged":"","post_modified":"2023-07-20 08:21:59","post_modified_gmt":"2023-07-20 15:21:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=112556","menu_order":3,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 29, 2023","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":70,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-how-instride-unlocks-the-power-of-webhooks-for-b2b2c-success\/"},{"ID":112563,"post_author":"79","post_date":"2023-06-29 07:38:58","post_date_gmt":"2023-06-29 14:38:58","post_content":"<p><i data-stringify-type=\"italic\">Hightouch is a leading provider of Data Activation and Customer Data Platform (CDP) solutions, enabling marketing and data teams to activate customer data directly from their data warehouse to over 200 destinations like ad platforms and CRMs. <\/i><\/p>\r\n<p><i data-stringify-type=\"italic\">Hightouch is used by leading organizations like\u00a0<\/i><i data-stringify-type=\"italic\"><a class=\"c-link\" href=\"http:\/\/cars.com\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"http:\/\/Cars.com\" data-sk=\"tooltip_parent\">Cars.com<\/a><\/i><i data-stringify-type=\"italic\">, Spotify, TripAdvisor and GameStop to unlock a fast, flexible, and scalable CDP alternative by enabling them to activate audiences and other customer data points directly from their organization\u2019s single source of truth - the data warehouse out to the many business tools it is needed in.<\/i><\/p>\r\n<hr \/>\r\n<p>For years, marketers have relied on traditional Customer Data Platforms (<a href=\"https:\/\/hightouch.com\/blog\/what-is-a-customer-data-platform-cdp\" target=\"_blank\" rel=\"noopener\">CDPs<\/a>) to power their most complex personalization use cases. CDPs enable marketers to collect, store, and activate customer data and attributes in their martech tools, like Iterable. However, as the martech ecosystem has evolved, many organizations are now beginning to realize that they don\u2019t need a separate platform to activate customer data they already own\u2013and this has given rise to the Composable CDP.<\/p>\r\n<h3>The Evolution of MarTech<\/h3>\r\n<p>In the early 2010s, Scott Brinker coined the word martech to describe the convergence that was taking place between marketing and data tools. Since then, the martech world has witnessed a proliferation of development, with the latest martech report <a href=\"https:\/\/martech.org\/scott-brinker-unveils-2023-martech-landscape\/\" target=\"_blank\" rel=\"noopener\">highlighting over 11,000 different technologies<\/a> across numerous different categories.<\/p>\r\n<p>Marketers have more tools than ever to orchestrate campaigns and touchpoints across channels, and data teams have more data available than ever before, thanks to <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">cloud data warehouses<\/a>.<\/p>\r\n<p>Cross-channel communication platforms, like Iterable, paved the way for complex multi-touch marketing campaigns by creating a single, centralized platform where companies can easily (and automatically) orchestrate cohesive and consistent campaigns across email, web, and mobile.<\/p>\r\n<p>Still, even with the best tools and data, many organizations fail to actually drive meaningful, personalized experiences that move the needle forward. For many years, marketing teams have been stuck doing basic personalization\u2013usually auto-filling a few basic fields like name, email, or job title. This level of personalization doesn\u2019t cut it today: <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">customers want and expect personalized experiences<\/a> that are tailored to their preferences.<\/p>\r\n<p>However, many data tools weren\u2019t built for marketers, and marketing tools weren\u2019t built for data teams, but both teams are needed to drive personalization at scale. As more and more companies look to drive value from their data, this gap gave birth to the multi-billion dollar CDP industry.<\/p>\r\n<h3>The Rise of CDPs<\/h3>\r\n<p>CDPs were essentially the very first managed-cloud offerings that made it possible to store and activate customer data at scale. Traditional CDPs actually pre-date cloud data warehouses in some capacity because these platforms were the very first single-platform solutions available to organizations that enabled data and marketing teams to monetize and drive value from their customer data. Interestingly enough, under the hood, most CDPs today are powered by cloud data warehouses.<\/p>\r\n<p>Most traditional CDPs are made up of several core components:<\/p>\r\n<ul>\r\n\t<li><strong>Data Storage<\/strong>: Fully managed data storage for both events and customer profiles<\/li>\r\n\t<li><a href=\"https:\/\/hightouch.com\/blog\/what-is-identity-resolution\" target=\"_blank\" rel=\"noopener\"><strong>Identity Resolution<\/strong><\/a>: Built-in data modeling capabilities to link online and offline actions to a single customer profile<\/li>\r\n\t<li><strong>Audience Management<\/strong>: Granular audience management capabilities for building and orchestrating journeys across user cohorts<\/li>\r\n\t<li><strong>Data Syncing<\/strong>: Pre-built integrations to automatically sync data to downstream destinations<\/li>\r\n<\/ul>\r\n<p>Prior to CDPs, anytime a marketer wanted to launch a new experiment or target a specific audience, a ticket had to be submitted to the data team.<\/p>\r\n<p>This ad-hoc manual process created several problems. Firstly, data teams had to write custom code every time data needed to be moved out of the warehouse for each desired downstream destination. For small organizations, this was not too problematic, but for larger enterprise-level organizations that operate across hundreds of marketing channels, this was an engineering nightmare because it meant building and maintaining hundreds of scripts and custom pipelines.<\/p>\r\n<p>Without the necessary data, marketing teams were locked out from any experimentation, and simply asking for an additional data point or customer attribute could create longer lead times.<\/p>\r\n<h3>Why Traditional CDPs Fail<\/h3>\r\n<p>What most people don\u2019t realize is that many of the traditional CDP vendors, as you know them today, didn\u2019t actually set out to build out a platform focused on creating and activating a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view of the customer<\/a>. Many of the largest CDPs began as event collection platforms and CRMs and only transitioned into fully-managed customer data offerings after realizing that marketing teams had much more complex use cases they needed to solve.<\/p>\r\n<p>While the core value proposition that CDPs continue to solve isn\u2019t going away anytime soon, the bundled architectural approach of these platforms introduces several challenges:<\/p>\r\n<ul>\r\n\t<li><strong>Limited Customer Understanding<\/strong>: Traditional CDPs were built to collect behavioral events (e.g., page view, abandon cart, button click, etc.), which means the platforms are designed around a strict user\/account model. This means you can\u2019t leverage existing first-party data or additional attributes without substantial engineering effort.<\/li>\r\n\t<li><strong>Duplicate Storage and Compute<\/strong>: CDPs house data outside of your existing data infrastructure into a separate entity, forcing you to purchase an additional storage and compute layer to manage data that you already own. This can quickly introduce security and compliance issues with GDPR, HIPAA, and CCPA laws.<\/li>\r\n\t<li><strong>Long Implementation Time<\/strong>: The average CDP implementation takes anywhere from six months to a year, and that\u2019s not even factoring in onboarding and training time. Additionally, anytime you want to store a new data point or attribute in your CDP, you have to build an entirely new ingestion pipeline and re-architect your CDP from scratch.<\/li>\r\n\t<li><strong>Inflexible Modeling<\/strong>: Because CDPs are designed to collect and store behavioral clickstream data (e.g., signup, page view, abandon cart, etc.), these platforms are often built around a strict user\/account model. This makes it very difficult to solve complex personalization use cases for custom objects like playlists, pets, workspaces, albums, artists, etc.<\/li>\r\n\t<li><strong>High Cost of Ownership<\/strong>: Traditional CDPs make your purchase and pay for every feature in a bundle. Often this means you\u2019re forced to pay for features you\u2019ve already solved for upstream in your existing data stack.<\/li>\r\n<\/ul>\r\n<h3>The Emergence of the Composable CDP<\/h3>\r\n<p>With the rapid adoption of cloud data warehouses, many companies are now coming to the realization that they don\u2019t need to pay for a CDP to manage and store data they already own. This paradigm shift has given rise to what\u2019s now commonly referred to as a Composable CDP.<\/p>\r\n<p>A Composable CDP has the <a href=\"https:\/\/hightouch.com\/blog\/composable-cdp\" target=\"_blank\" rel=\"noopener\">same goal as a traditional CDP<\/a>\u2014activating customer data to downstream tools\u2014but rather than operating as a separate entity and storing data outside of your current data infrastructure like a traditional CDP does, a Composable CDP is an activation layer that lets you curate audiences, orchestrate journeys, and send your existing data to your frontline marketing tools.<\/p>\r\n\r\n[caption id=\"attachment_112591\" align=\"alignnone\" width=\"1804\"]<img class=\"wp-image-112591 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Screen-Shot-2023-06-29-at-10.32.28-AM.png\" alt=\"A chart depicting the flow of data from left to right. On the left is hightouch, the middle is building and syncing audiences, and the far right is Iterable.\" width=\"1804\" height=\"970\" \/> <em>How a Composable CDP works.<\/em>[\/caption]\r\n\r\n<p>This architectural approach offers several advantages compared to bundled CDP offerings because rather than having to pay additional storage and compute costs, you can leverage your existing data assets to drive immediate value.<\/p>\r\n<p>Because a Composable CDP is really just a <a href=\"https:\/\/hightouch.com\/blog\/what-is-data-activation\" target=\"_blank\" rel=\"noopener\">data activation layer<\/a> that sits on top of your existing data stores, the architecture is technology agnostic. Under the hood, a composable CDP is just powered by <a href=\"https:\/\/hightouch.com\/blog\/reverse-etl\" target=\"_blank\" rel=\"noopener\">reverse ETL.<\/a> This means you can easily scale and adjust your infrastructure to facilitate your most complex use cases.<\/p>\r\n<p>The modularity allows you to avoid the major shortcomings of CDPs because you can take advantage of your existing data collection, data storage, and data modeling capabilities. The flexible nature of this architecture means that you're not locked into the constraints of a single platform, and you can easily access any and all of your data to build rich audience cohorts for personalization.<\/p>\r\n<p>Additionally, because you\u2019re simply adding an activation layer on top of your existing data assets, you can avoid the long, drawn-out implementation time of traditional CDPs\u2014allowing you to think in terms of use cases rather than technologies.<\/p>\r\n<h3>How to Get Started With a Composable CDP<\/h3>\r\n<p>Unfortunately, there\u2019s a bit of a misconception around Composable CDPs because many organizations think they need to reach a certain level of data maturity before they can actually drive value from their data. The reality is that a composable CDP is simply an activation layer that sits on top of your existing data assets, whether that\u2019s a customer events table or a propensity model your data team has built in your warehouse.<\/p>\r\n<p>Data activation platforms like Hightouch enable you to push your data to over <a href=\"https:\/\/hightouch.com\/integrations\" target=\"_blank\" rel=\"noopener\">200+ destinations<\/a>, including cross-channel communication platforms like Iterable. This has many benefits because having access to all of your customer data means you can power your most complex personalization use cases.<\/p>\r\n<p>Here are a few examples of what this might look like in the context of Iterable:<\/p>\r\n<ul>\r\n\t<li><strong>SMS Messages<\/strong>: Notifying users when their order has been delivered<\/li>\r\n\t<li><strong>Email<\/strong>: Delivering a personalized email with product recommendations using a propensity model your data team has built<\/li>\r\n\t<li><strong>Push Notifications<\/strong>: Notifying users of a local in-store promotion<\/li>\r\n<\/ul>\r\n<p><em>If you\u2019re interested in learning more about how you can use Hightouch to power your lifecycle marketing campaigns in Iterable, you can schedule a <a href=\"https:\/\/hightouch.com\/demo?ref=\/platform\/customer-studio\" target=\"_blank\" rel=\"noopener\">Hightouch demo<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Iterable demo<\/a> today.<\/em><\/p>","post_title":"How a Composable CDP Fits Into the Martech Stack","post_excerpt":"Brands are now to realizing they don't need a separate platform to activate customer data\u2014enter the Composable CDP.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-a-composable-cdp-fits-into-the-martech-stack","to_ping":"","pinged":"","post_modified":"2023-06-29 08:43:29","post_modified_gmt":"2023-06-29 15:43:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112563","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 29, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Navy background with hightouch and iterable logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-a-composable-cdp-fits-into-the-martech-stack\/"},{"ID":112543,"post_author":"113","post_date":"2023-06-28 13:17:39","post_date_gmt":"2023-06-28 20:17:39","post_content":"<p>Iterable has been named #2 on the leaderboard in the latest Summer 2023 G2 Mid-Market Relationship Index\u00ae Report for Mobile Marketing. This achievement is attributed to its impressive relationship scores, exceptional customer support, and the ease of doing business in the mobile space.<\/p>\r\n<p>The G2 Report offers an in-depth evaluation of the leading marketing automation technologies in the market, providing authentic ratings and comprehensive comparisons between Iterable and other prominent providers.<\/p>\r\n<p>Download the full report to:<\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read 380+ verified user reviews on our partnership &amp; solution<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics<\/li>\r\n\t<li>Understand how product features compare across mobile marketing, email marketing, and other marketing automation categories<\/li>\r\n\t<li>Explore additional data on various providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae\ufe0f Mobile Marketing Leader for Summer 2023","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-a-g2-mobile-marketing-leader-for-summer-2023","to_ping":"","pinged":"","post_modified":"2023-07-06 07:40:42","post_modified_gmt":"2023-07-06 14:40:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=112543","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"June 28, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-2048x1366.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-mobile-marketing-leader-for-summer-2023\/"},{"ID":9521,"post_author":"7","post_date":"2023-06-27 09:00:38","post_date_gmt":"2023-06-27 16:00:38","post_content":"<p><em>This updated post was originally written for Iterable by Arazoo Kadir, Head of Agency Growth for Yodel Mobile, and published on May 28, 2020.<\/em><\/p>\r\n<p>In a hugely saturated market, competing for users in the app space can be incredibly challenging. Consumers downloaded a record <a href=\"https:\/\/www.statista.com\/statistics\/271644\/worldwide-free-and-paid-mobile-app-store-downloads\/\" target=\"_blank\" rel=\"noopener\">255 billion apps in 2022<\/a>, with research showing that <a href=\"https:\/\/www.statista.com\/statistics\/266275\/mobile-app-consumer-spend-on-mobile-apps-quarter\/#:~:text=In%202022%2C%20the%20total%20consumer,approximately%20167%20billion%20U.S.%20dollars.\" target=\"_blank\" rel=\"noopener\">approximately 167 billion U.S. dollars<\/a> has been spent globally on apps, subscriptions and other in-app spending over the past year.<\/p>\r\n<p>Many app owners are fighting for screen time both within their categories and across the app stores. Long-gone are the days of placing value in vanity metrics\u2014like install rates\u2014as a measure of growth and success for an app business. Instead, success should be based on the ability to acquire, retain and convert high-value users and actions.\u00a0<\/p>\r\n<p>Here are our top five strategies that you could implement for your app business to successfully grow your app user base.<\/p>\r\n<h3>1. Align on a Shared Vision\u00a0\u00a0<\/h3>\r\n<p>Agreeing on a shared vision across your business is essential to working towards a common goal. While this sounds like a big feat, there are steps you can take in the early stages of your app marketing efforts to establish a clear and concise strategy.<\/p>\r\n<p>To achieve your growth targets, you need to establish your <a href=\"https:\/\/mixpanel.com\/blog\/north-star-metric\/\" target=\"_blank\" rel=\"noopener\">\u201cNorth Star\u201d<\/a> metric. Your \u201cNorth Star\u201d metric should reflect what action provides realized value to your customer and is typically the best indication of future revenue for your app.<\/p>\r\n<p>For a workout app, this could be the number of paid workouts completed or for a music streaming app, the number of premium-tier subscribers. Once you have determined your \u201cNorth Star\u201d and communicated this across the business, you can take the next step and focus on your acquisition, engagement and retention targets.<\/p>\r\n<p><strong>Iterable tip<\/strong>: Once you\u2019ve defined your \u201cNorth Star\u201d metric, you can go even further by implementing Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a>, which analyzes your historical data to predict which users are most likely to convert in the future.<\/p>\r\n<h3>2. Set Up Your App for Success<\/h3>\r\n<p>Before brands even consider what the ideal in-app experience should be like, mobile marketers need to ensure their apps are discoverable within these highly saturated app stores. This is where <a href=\"https:\/\/iterable.com\/blog\/3-tips-for-app-store-optimization-aso\/\" target=\"_blank\" rel=\"noopener\">app store optimization (ASO)<\/a> can help.\u00a0<\/p>\r\n<p>Much like how search engine optimization (SEO) can help brands get their content to land in those coveted top spots, ASO helps apps rank better\u2014with the goal of increasing visibility and likelihood of user engagement.<\/p>\r\n<p>Here are two tips to keep in mind when it comes to improving discoverability and ranking in an app store:<\/p>\r\n<ul>\r\n\t<li><strong>Pick your title and stick with it.<\/strong> Your app\u2019s name can match your brand name, but the app title\u2014the first line that appears in your app description in the app store\u2014should be carefully constructed. Include top keywords in your app title, but select those that match intent over those with high search volume if it comes down to choosing between the two.<\/li>\r\n\t<li><strong>Write a detailed description<\/strong>. If you couldn\u2019t fit all of your top keywords in your app title, the app description is the perfect place to include some more in a detailed explanation of what your app does. Unlike your app title, the app description can change. It\u2019s not immediately on display when the app is searched for, so it can evolve depending on what resonates with your audience.<\/li>\r\n<\/ul>\r\n<p><strong>Iterable tip:<\/strong> So much more goes into app store optimization, but your team doesn\u2019t have to tackle it alone. With Iterable\u2019s expansive ecosystem of solutions partners like <a href=\"https:\/\/iterable.com\/partners\/solutions\/yodel-mobile\" target=\"_blank\" rel=\"noopener\">Yodel Mobile<\/a>, you can access award-winning mobile marketing services that drive sustainable business growth.<\/p>\r\n<h3>3. Acquire High-Value App Users<\/h3>\r\n<p>The best way to tackle the growth of your user base is to bridge your efforts towards, and the gap between, your organic and paid acquisition methods.<\/p>\r\n<p><strong>Organic acquisition:<\/strong> The beauty of a great organic acquisition strategy is that there is demonstrated intent in your services or brand. This indicates a higher probability for success with down-the-line engagement, retention, and monetization, impacting the whole user funnel.<\/p>\r\n<p>Make sure to:<\/p>\r\n<ul>\r\n\t<li>Implement ongoing keyword optimizations to drive app discoverability<\/li>\r\n\t<li>Ensure your listings foreground your value proposition and\/or make use of your existing brand success to drive traction<\/li>\r\n\t<li>Test and implement compelling creative assets, such as your product screenshots or promotional videos that foreground your app\u2019s features<\/li>\r\n<\/ul>\r\n<p><strong>Paid user acquisition<\/strong>: By sending users towards a highly optimized listing, you\u2019ve safeguarded your advertising budget and can freely focus on your paid user acquisition strategies. Paid advertising offers the ability to target new and niche audiences with a high level of granularity, targeting with the right message, at the right time and on the right platform.<\/p>\r\n<p>You should:<\/p>\r\n<ul>\r\n\t<li>Implement and test your attribution tracking, including post-install events to determine high-value acquisition sources<\/li>\r\n\t<li>Make sure you\u2019ve determined the best possible combination of channels to acquire your users from (ad networks, app store search, social, etc.) and how much budget to allocate to each channel<\/li>\r\n\t<li>Optimize your campaigns continuously to execute the most successful creative and copy to capture and convert your target audience<\/li>\r\n<\/ul>\r\n<p><strong>Iterable tip<\/strong>: Acquiring high-value users isn\u2019t enough if you aren\u2019t going to prioritize activating their data and putting it to good use. Make sure your marketing tech stack <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralizes all customer data<\/a>\u2014both within your app and beyond it. Eliminating these data silos ensures access to rich data sets for real-time message personalization.<\/p>\r\n<h3>4. Gamify In-App Promotions<\/h3>\r\n<p>Now that you\u2019ve optimized for the app store and acquired high-value users, it\u2019s time to encourage customer engagement to drive actions within your app. When it comes to engaging and re-engaging users, two of the greatest channels at your disposal are push notifications and in-app messaging.<\/p>\r\n<p>In-app messages, in particular, offer highly effective delivery for coupons, promotions, and flash sales. The mobile gaming industry, which is often considered the most sophisticated app vertical, has widely used in-app messages for promotions because of the channel\u2019s ability to generate incremental lift (earnings you wouldn\u2019t have gained without a specific campaign).<\/p>\r\n<p>A best practice is to have the logic for the promotional sale on the backend so that you can sunset the promotion or change it towards a seasonal offering without having to update the application.<\/p>\r\n<p>To take things one step further, you will want to not only measure your incremental lift with analytics, but also test which campaigns are creating more conversions by A\/B testing the promotional content.<\/p>\r\n<p><strong>Iterable tip<\/strong>: Building in-app messaging in-house is time-consuming and technically challenging, but Iterable\u2019s <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">Embedded Messages<\/a> solution allows marketers to effortlessly integrate native in-app and website message placements that dynamically adapt to individual user data. And with pre-built templates for hero banners, scrolling carousels and more, you can create personalized communications\u2014no coding required.<\/p>\r\n<h3>5. Encourage App User Reviews<\/h3>\r\n<p>Reviews are important because users value the feedback from those similar to themselves. We know that the opinions of like-minded users (<a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a>) can influence a purchase, and that holds true for app downloads as well. According to <a href=\"https:\/\/www.mobileappdaily.com\/importance-of-mobile-app-reviews\" target=\"_blank\" rel=\"noopener\">Mobile App Daily<\/a>, \u201c90% of users go through reviews and ratings before installing an app.\u201d<\/p>\r\n<p>But not only that, getting reviews is incredibly important for app store optimization because app stores also value quality. Simply put, \u201cApps with higher ratings also <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">ranked higher<\/a>.\u201d So, while brands should strive to get more app reviews, they also should aim to get positive reviews: a tough balance to strike.\u00a0<\/p>\r\n<p>An additional, yet equally important, benefit of reviews is that they also allow you to collect qualitative data on your users\u2019 experience in the app, which could feed into your product roadmap.<\/p>\r\n<p>Be sure your brand is soliciting reviews both within your app and via other marketing channels, such as email, SMS, or mobile push. Remember: paid or incentivized reviews will get your app taken down from the app stores, so keep the content of these review request messages short and to the point.<\/p>\r\n<p><strong>Iterable tip<\/strong>: Increase the likelihood your customers will leave app reviews with Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization<\/a>, which analyzes each user\u2019s historical data and sends a message to the channel they\u2019re most likely to engage with, whether it be email, SMS, or push notification.<\/p>\r\n<h3>Successful App Growth, One Tip at a Time<\/h3>\r\n<p>By bringing together these top five strategies, you\u2019ll be well on your way to delivering on your brand\u2019s shared vision and growing your app user base successfully.<\/p>\r\n<p>The common thread throughout all of these tips is understanding your audience and their perspective. Put yourself in their shoes and make sure each message you send is catered to their unique needs and personalized so as to prompt action and engagement. Only then will you have an app they\u2019ll return to, again and again.<\/p>\r\n<p><em>To learn more about improving your mobile marketing strategy, download our <a href=\"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/\" target=\"_blank\" rel=\"noopener\">Mobile Marketing Lookbook of Lifecycle Campaigns<\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo of Iterable today<\/a>.<\/em><\/p>","post_title":"Top 5 Strategies to Successfully Grow Your App User Base","post_excerpt":"Here are our top five strategies that you could implement for your app business to successfully grow your app user base.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-5-strategies-successfully-grow-app-user-base","to_ping":"","pinged":"","post_modified":"2023-06-27 13:29:32","post_modified_gmt":"2023-06-27 20:29:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9521","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Overhead view of woman standing using her phone. We see a screen full of apps and in the background, her crossed sneakers on the ground behind it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/"},{"ID":112399,"post_author":"79","post_date":"2023-06-21 02:41:35","post_date_gmt":"2023-06-21 09:41:35","post_content":"<p>The digital landscape for an individualized customer experience is changing\u2014in a multitude of ways.<\/p>\r\n<p>An increasing number of businesses are exploring opportunities to diversify their business operations on a global scale. Channel usage and preferences have shifted, with 54% of customers wanting marketing texts, but only about 11% of businesses <a href=\"https:\/\/smallbiztrends.com\/2019\/12\/text-message-marketing-statistics.html#:~:text=54%25%20of%20Consumers%20Want%20Marketing%20Text%20Messages%20But,11%25%20of%20Businesses%20Send%20Them&amp;text=Over%20half%20of%20consumers%20(54,send%20such%20information%20by%20text.\" target=\"_blank\" rel=\"noopener\">using SMS<\/a>.<\/p>\r\n<p>With the push for global and channel expansion, so too have consumers begun pushing back for a better and more secure experience\u2014one with <a href=\"https:\/\/www.prnewswire.com\/news-releases\/23-of-consumers-receive-marketing-emails-from-companies-they-never-subscribed-to-301234484.html\" target=\"_blank\" rel=\"noopener\">less noise<\/a>.<\/p>\r\n<p>Brands are stuck trying to reach more customers, but in a way that\u2019s secure and relevant. It\u2019s tough, which is why we\u2019re excited to introduce you to the newest additions to Iterable that help marketers individualize the customer experience globally, at scale, and in ways the customer can trust.<\/p>\r\n<h3>Connecting With Customers Across the Globe the Way They Want<\/h3>\r\n<p>With <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Summer Product Release<\/a>, we\u2019re providing the easiest and most secure way to connect with global audiences at scale. These key features will help improve efficiency so you can focus on optimizing for just the right experience for each customer.<\/p>\r\n<h4>Increase Global Reach With SMS<\/h4>\r\n<p>A big concern for marketers has been the ease of adopting SMS globally. Full SMS adoption often requires a third party provider with more contracts, more vendor negotiations, and more points making it harder to activate your data.<\/p>\r\n<p>With Iterable\u2019s Global SMS, there is no third-party involvement and only one contract. Now, marketers can harmonize their cross-channel experiences using SMS while still maintaining a single source of truth. You can now consolidate all of your SMS needs into Iterable with the comfort of knowing you have a full suite of compliance and acquisition tools behind you that can send messages to 30+ locales.<\/p>\r\n<p>With Iterable, brands can rest assured they are abiding by local compliance standards with country-specific SMS compliance baked into the Iterable platform. For example, because you cannot send text messages to customers in France on public holidays, if the user tries to send SMS on those days, the Iterable system will create a \"Send Skip\" event to prevent the message from sending.<\/p>\r\n<p>And with Iterable\u2019s powerful shortlink builder, you can easily attribute ROI and revenue to your SMS campaigns.<\/p>\r\n<h4>Make Localized Campaigns a Breeze<\/h4>\r\n<p>Expanding to a more global audience means new languages, dialects, and region-specific content. Individualizing the experience for each of these locales, while also accommodating users\u2019 language preferences is a near impossible task to execute for most teams.<\/p>\r\n<p><strong>Iterable\u2019s new Default Locales<\/strong> makes it easier to send messages tailored to a user\u2019s locale and preferences by providing the flexibility to define locales at the campaign and template level. You no longer have to manually build out a new journey. Default Locales add a new dimension of scalability and efficiency for teams serving geo-specific audiences.<\/p>\r\n<h4>Avoid Message Fatigue With Frequency Capping and Optimization<\/h4>\r\n<p>Message fatigue is real. Marketers are pushed to increase messaging volume, but everyone\u2019s doing that, so the customer experience feels noisy, intrusive, and cluttered.<\/p>\r\n<p>Iterable\u2019s new Frequency Capping and AI-powered Frequency Optimization features help marketers manage the amount of messages sent to each individual. Timing is everything, and with these features, marketers can use AI to identify the optimal amount of messages to send to each user. With Frequency Capping, marketers can set a limit\u2014or cap\u2014of how many messages can be sent to specific users, while Frequency Optimization taps into Iterable\u2019s powerful AI capabilities to determine what frequency is right for each individual within a set range. No more one-size-fits-all approach. Everyone gets an experience that is right for them.<\/p>\r\n<h4>Operate Globally and Securely With New EU Data Center Coming This Fall<\/h4>\r\n<p>Data security is top of mind, especially for EU-based and multinational companies operating amidst increasingly strict regulations. Consumers are inundated with news stories about security breaches where consumer data is compromised. It\u2019s gotten to the point where an overwhelming majority of users believe <a href=\"https:\/\/www.truata.com\/resources\/report\/global-consumer-state-of-mind-report-2021\/\" target=\"_blank\" rel=\"noopener\">companies must do more to protect their data online<\/a>.<\/p>\r\n<p>With our new EU Data Center coming this Fall, Iterable is taking a big step to helping our EU-based and multinational companies provide security and build trust for their customers. This new data center\u2014based in Ireland\u2014also has massive benefits for users beyond compliance, including reduced latency and improved liability.<\/p>\r\n<p>Trust is a vital piece of a customer experience that drives retention. Better data privacy and security goes a long way in building that trust.<\/p>\r\n<p>With the new slate of features above, marketers can feel empowered to connect with customers around the world in a way that is efficient and optimized for execution.<\/p>\r\n<p><em>Learn more about each of these features by signing up for a <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">demo<\/a> with our experts.<\/em><\/p>","post_title":"Individualization on a Global Scale With Global SMS, Locales, and More","post_excerpt":"With Iterable\u2019s Summer Product Release, we\u2019re providing the easiest and most secure way to connect with global audiences at scale.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"individualization-on-a-global-scale-with-global-sms-locales-and-more","to_ping":"","pinged":"","post_modified":"2023-06-21 06:33:40","post_modified_gmt":"2023-06-21 13:33:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112399","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 21, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stock illustration of a cell phone with passport, chat bubble, email icon and more emerging from the screen to appear 3D. Colors are yellows, teals, blues, and reds.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/"},{"ID":112001,"post_author":"35","post_date":"2023-06-15 10:27:55","post_date_gmt":"2023-06-15 17:27:55","post_content":"<div>Web push notifications are messages that you can send through a browser to a user\u2019s device. That could include a smartphone, tablet, or desktop computer. The user doesn\u2019t have to be on your website to get the message, they just need to have a browser such as Chrome or Firefox open.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>The goal of web push notifications is to get people to re-engage with your website or brand. These notifications typically contain a brief text box with a link or photo and are meant to drive the recipient to take some action. That might include making another purchase or leaving a review for your product. For example, you might send a web push notification that alerts your customer to a 50% off deal to entice them to return to your site. These notifications are meant to have a sense of urgency.<\/div>\r\n<h3>How Do Web Push Notifications Work?<\/h3>\r\n<div>A user only has to visit your website once to be a potential candidate for web push notifications. You can use a <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/beginners-guide-to-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing platform<\/a> to initiate an opt-in to appear after a user has spent a little time browsing your site.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>There are both soft and hard opt-in options. A <a href=\"https:\/\/uxdesign.cc\/ask-for-push-notification-opt-in-properly-you-have-only-one-chance-64d66fac618e\" target=\"_blank\" rel=\"noopener\">hard option<\/a> simply asks the visitor to click yes or no on whether to receive notifications from your site. A <a href=\"https:\/\/dma.org.uk\/article\/soft-opt-what-soft-opt-in-for-direct-marketing\" target=\"_blank\" rel=\"noopener\">soft opt-in<\/a> uses two dialogue boxes, with the first one explaining the benefits of your notifications.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>With a soft opt-in, a site dedicated to cooking, for example, might alert people that agreeing to notifications means they\u2019ll hear about new recipes first. Both opt-in types have their benefits and drawbacks. A hard opt-in is more streamlined, but a soft opt-in gives you a chance at asking a customer again if they say no the first time.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Once customers agree to receive notifications, they\u2019ll receive them whenever they have a browser open. Web push looks different based on the type of browser, but they typically appear as small alerts in the top right or bottom right of the screen. On a mobile device, they look almost identical to the push notifications people receive from an app. When users click on the notification, it will then take them to your chosen destination.<\/div>\r\n<h3>The Benefits\u00a0<\/h3>\r\n<div>One of the biggest upsides to web push is their reach. Once people opt in, you\u2019re able to catch them whenever they have a browser open. Unlike app push notifications, the user doesn\u2019t have to download your app first. In fact, web push notifications are a workaround if you don\u2019t have an app.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Web push notifications are also more timely and reliable than email marketing efforts. They won\u2019t end up in someone\u2019s spam folder and they have a high open rate\u2014<a href=\"https:\/\/www.moengage.com\/learn\/push-notification-statistics\/\" target=\"_blank\" rel=\"noopener\">the open rate for web push notifications can be 15%, up to 18% for rich web push<\/a>. Because users don\u2019t have to provide personal information to receive web notifications, they\u2019re also more likely to opt in to receive them. The opt-out rate for web push notifications is also low.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>These notifications can drive conversions because they keep customers up-to-date on your sales, offers, and new products. They can also boost traffic to your website through the use of engaging headlines and links that point people toward your website or social media channels.\u00a0<\/div>\r\n<h3>What are the Best Ways to Use Web Push Notifications?<\/h3>\r\n<div>There are dozens of ways you can use web push notifications to encourage <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-customer-engagement-marketing\/\" target=\"_blank\" rel=\"noopener\">customer retention and engagement<\/a>. These notifications allow you to reach your customers based on their past behaviors and on the devices and platforms of their choosing. There are some types of web push notifications that can be particularly successful, including:<\/div>\r\n<ul>\r\n\t<li><strong>Promotional: <\/strong>These notifications can alert users to exclusive offers, new discounts, your latest ebook, or a new line of products.<\/li>\r\n\t<li><strong>Personalized: <\/strong>Tailor messages to reach users at different points in the customer lifecycle. You can send a welcome message to a new customer encouraging them to follow you on social media, or special offers to a customer who hasn\u2019t visited your site in a long time.\u00a0<\/li>\r\n\t<li><strong>Feedback requests:<\/strong> A perfect way to engage customers is to ask them to review your business, leave a rating, or offer constructive feedback.<\/li>\r\n\t<li><strong>Helpful updates: <\/strong>Communicate with your customers regarding order status or to send alerts when items they\u2019ve left abandoned in their shopping carts go on sale.\u00a0\u00a0<\/li>\r\n<\/ul>\r\n<div>Be sure to keep your notifications clear, concise, and engaging. You have limited space to catch someone\u2019s attention and get your message across.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>The most successful web push notifications follow some basic guidelines: They are personalized based on a user\u2019s location, language and behavior. And finally, they have a clear purpose through a call to action that very directly spells out the action users should be taking.<\/div>\r\n<h3>How to Use Web Push Notifications in Cross-Channel Marketing<\/h3>\r\n<div>Web push notifications are a powerful way to get a nearly instantaneous reaction from consumers. They can become even more beneficial when combined with other marketing channels for a seamless cross-channel marketing plan. Combining web push with <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">emails<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360035084412-Push-Notification-Best-Practices-\" target=\"_blank\" rel=\"noopener\">mobile push notifications<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messages<\/a> ensures you\u2019re tapping into a wide market of current and potential customers. In particular, web push notifications can be used very successfully to elevate the visibility of some of your longer-form content such as emails or blog posts, or to notify customers of limited-time sales and promotional offers.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Using a cross-channel marketing platform like Iterable, you can incorporate web push notifications into a cohesive cross-channel marketing plan that enables you to engage with customers across all of their preferred marketing channels, at the times when they\u2019re most likely to interact. By developing personalized user experiences based on each customer\u2019s unique preferences and behaviors, you can drive higher engagement levels and conversion rates.<\/div>","post_title":"What Are Web Push Notifications?","post_excerpt":"Web push notifications are messages that you can send through a browser to a user\u2019s device, including smartphones, tablets, or desktops.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-are-web-push-notifications","to_ping":"","pinged":"","post_modified":"2023-06-22 12:06:21","post_modified_gmt":"2023-06-22 19:06:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112001","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Benefits of Web Push Notifications\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-are-web-push-notifications\/"},{"ID":111608,"post_author":"35","post_date":"2023-06-13 12:55:46","post_date_gmt":"2023-06-13 19:55:46","post_content":"<div><em>This updated post was <a href=\"https:\/\/iterable.com\/blog\/moving-beyond-email-4-channels-to-incorporate-into-your-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">originally published by Iterable<\/a> and published on November 2, 2017.<\/em><\/div>\r\n<div>\u00a0<\/div>\r\n<div>Most marketers already know that email marketing is a powerful force for connecting with consumers. According to our friends at SparkPost, email is one of the most effective marketing channels, achieving an <a href=\"https:\/\/www.adweek.com\/resource-library\/the-trends-shaping-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noopener\">average ROI<\/a> of $44 for every dollar spent\u2014up from <a href=\"https:\/\/venturebeat.com\/marketing\/email-marketing-learn-the-strategies-that-are-achieving-300-roi-and-more-vb-live\/\" target=\"_blank\" rel=\"noopener\">$38<\/a> when this post was originally published.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Problem is, everyone\u2019s investing heavily in email\u2014and it\u2019s getting harder and harder to stand out from all the noise. Research predicts that by 2025, <a href=\"https:\/\/www.statista.com\/statistics\/456500\/daily-number-of-e-mails-worldwide\/\" target=\"_blank\" rel=\"noopener\">over 376 billion emails<\/a> will be sent and received globally every single day. As one marketer among many vying for space in your ideal customer\u2019s inbox, how can you ensure that your messages don\u2019t go unread?<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Today\u2019s marketing leaders are moving towards a highly integrated approach to build an immersive, cross-channel experience: Embrace email marketing, of course, but don\u2019t stop there. Build a marketing program that engages with your audience with personalized messaging across all of the communication channels they use, including their physical mailboxes, mobile devices, and more.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>In fact, Forrester just released the results of its <a href=\"https:\/\/www.forrester.com\/blogs\/q2-2023-these-5-priorities-are-most-critical-to-b2c-cmos\/\" target=\"_blank\" rel=\"noopener\">Q2 2023 B2C Marketing CMO Pulse Survey<\/a>, and the number-one priority for U.S. B2C marketing executives was evaluating whether they\u2019re using the right channels to target audiences.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>By mapping your subscribers\u2019 engagement across all the marketing channels at your disposal, you\u2019ll have a clear sense of their relationship with your brand, enabling your team to build meaningful connections and deliver joyous cross-channel experiences.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>So which marketing channels can be leveraged to complement email? Consider incorporating these five into your next campaign.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>1. SMS Marketing<\/h3>\r\n<div>While plenty of emails in your audience\u2019s inboxes go deleted, nearly all (98 percent) of <a href=\"https:\/\/iterable.com\/blog\/3-top-mobile-marketing-automation-strategies\/\" target=\"_blank\" rel=\"noopener\">SMS messages are opened within minutes of being received<\/a>. And while consumers might be texting to finalize dinner plans, globally, <a href=\"https:\/\/www.agilitypr.com\/pr-news\/retail\/consumers-want-to-text-with-brands\/\" target=\"_blank\" rel=\"noopener\">47 percent prefer native SMS<\/a> when communicating with brands.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> Timely, high-importance messages. Consider SMS for sending updates on an order status, alerts when a package is out for delivery, or a notification for a special flash sale.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> Use SMS in moderation, lest you end up a blocked number. Make sure to implement <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">send time optimization and frequency capping<\/a> to optimize when and how often to text your subscribers. Moreover, the best cross-channel messaging is aligned across platforms, but not repeated. Nobody wants to see the exact same message on every device.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>2. Mobile Push Notifications and Embedded Messages<\/h3>\r\n<div>Smartphones are essential to daily life for most people around the world. Globally, the average consumer now spends <a href=\"https:\/\/www.statista.com\/statistics\/1269704\/time-spent-mobile-apps-worldwide\/\" target=\"_blank\" rel=\"noopener\">over 5 hours per day using mobile apps<\/a>, and mobile commerce in the U.S. is expected to account for <a href=\"https:\/\/www.insiderintelligence.com\/insights\/mobile-commerce-shopping-trends-stats\/\" target=\"_blank\" rel=\"noopener\">43 percent of all retail e-commerce<\/a>.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>A highly optimized mobile experience in your app and beyond is crucial to maintain engagement with your audience as they go through their daily routines\u2014during their commute, while at work, while out with friends, or wherever they may be.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Embracing a mobile-optimized web experience today is a must, but brands can build loyalty and expand their mobile capabilities by offering an app as well. With a mobile app, you can engage users through <a href=\"https:\/\/iterable.com\/blog\/push-notification-marketing-examples\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">embedded in-app messages<\/a>.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> Mobile apps are ideal for crowdsourcing feedback and creating conversations among your fans. And, of course, you\u2019ll want to make it as simple as possible for your audience to purchase a product. Create a seamless online shopping cart experience that retains stored credit card data, past orders, and saved wishlist items.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> Use push notifications to encourage your customers to come back to your app over and over again. These can be used to promote a sale, spotlight a leaderboard winner, or encourage your audience to check out a new feature or video within the app. Then tie in their engagement behavior via other channels with embedded messages to give them a seamless cross-channel experience that feels natural, but also helps your team visualize how in-app marketing can increase sales through desktop or in-store purchases.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>3. Web Push Notifications<\/h3>\r\n<div>Don\u2019t forget about the desktop experience, either. <a href=\"https:\/\/www.broadbandsearch.net\/blog\/mobile-desktop-internet-usage-statistics\" target=\"_blank\" rel=\"noopener\">Time spent on websites<\/a> still favors desktops about 56 percent of the time. There\u2019s a good chance your customers switch over to a shopping site several times a day\u2014and that provides another opportunity to build a connection. With <a href=\"https:\/\/iterable.com\/blog\/art-web-push-notifications\/\" target=\"_blank\" rel=\"noopener\">web push notifications<\/a>, you can send alerts to a user\u2019s browser (either on desktop or mobile) whenever you have something to share.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> Web push notifications should be used sparingly, for high-value, timely messages. Like SMS messages, consider using them for special limited-time promotional discounts, order updates, and new product alerts.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> Focus on building personalized notifications that tie into your subscribers\u2019 browsing history so that you\u2019ll keep them engaged. For instance, if a segment of your audience has previously bought shoes from your site, you can send those subscribers a web push notification when you\u2019ve added a new shoe brand to your inventory.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>4. Direct Mail<\/h3>\r\n<div>Cross-channel marketing doesn't always have to be digital. Way back in 1888, Sears Roebuck started sending catalogs to farmers in the heartland so they could explore the company\u2019s range of tractors and farm gear at their kitchen tables.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>While direct mail\u2019s gotten a little glossier in the hundred-plus years since, it\u2019s no less effective: a study by <a href=\"https:\/\/whattheythink.com\/articles\/108850-hbr-study-finds-28-lift-sales-600-roi-adding-print-catalogs\/\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a> found that print catalogs increased sales by 28% and yielded a direct ROI of 600%. With all the clutter in our virtual inboxes, it\u2019s still a lot easier to grab our attention with compelling messages in our real ones.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> With the added cost of printing and shipping, direct mail works best for your biggest promotional events, such as holidays or semi annual sales, as well as key points along the customer journey, like inciting a first purchase or converting to a premium subscription.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> One of the key problems with direct mail is the lack of accountability\u2014you know how many mailers you\u2019ve sent out, but how many subscribers actually read them or made a purchase? Build in tools to help you attribute sales, such as including a promo code in the catalog or <a href=\"https:\/\/iterable.com\/blog\/direct-mail-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">using a QR code<\/a> to access a special deal via mobile phone.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>5. Connected TV (OTT)<\/h3>\r\n<div>Mobile channels and direct mail have been longstanding channels in a marketer\u2019s toolbelt, but these days, you can reach users on all kinds of devices\u2014including their TV. For media and entertainment companies, marketing via connected TV and OTT streaming platforms, such as Roku, Amazon Fire TV, or Apple TV. Of those three, <a href=\"https:\/\/www.mediaplaynews.com\/apple-tv-streaming-devices-rank-far-behind-roku-and-fire-tv\/\" target=\"_blank\" rel=\"noopener\">Roku has the highest market penetration<\/a>, with approximately 25 percent adoption among consumers who own an internet-enabled video streaming media device.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> For brands that want to keep TV watchers informed, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/12900805484692-Roku-Overview-\" target=\"_blank\" rel=\"noopener\">Roku messaging<\/a> works well when sending alerts when new episodes of their favorite shows are available, recommending content based on watch history, and promoting upcoming events, like a live dancing competition.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> When juggling in-app messaging to mobile apps, web browsers, and connected TV devices like Roku, you can send campaigns to all of these destinations, but make sure users are prevented from seeing the same message in more than one place.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>When designing the content of your Roku message, here are a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/14763400467604-Sending-a-Roku-Campaign-\" target=\"_blank\" rel=\"noopener\">few guidelines<\/a> to keep in mind:<\/div>\r\n<ul>\r\n\t<li>Images have no size limit, but for best results, stick to 540x304 pixels and a 16:9 aspect ratio<\/li>\r\n\t<li>Titles are restricted to the 100-character limit, but custom fonts and background colors can be used<\/li>\r\n\t<li>Up to two buttons can be added with deep links to the part of the app where you want to send users when they click<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>\r\n<h3>Moving From Email to Cross-Channel Marketing<\/h3>\r\n<div>Email marketing is essential, but the best brands will look beyond a single channel to identify the clearest paths to engagement and strengthen brand loyalty.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Every brand needs to find the right marketing mix by testing, iterating, and constantly optimizing. Pay attention to who your customers are and how they choose to engage with you: What platforms do they like to use, how often, and when? When they click on a link or buy a product, what can you share with them that\u2019s relevant to their specific interests?<\/div>\r\n<div>\u00a0<\/div>\r\n<div>With a holistic, cross-channel approach that focuses on building highly relevant, behavioral-based messaging, you can more effectively meet your customers\u2019 needs and treat them each like the unique individuals they are.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><em>Want to learn more about moving beyond email? Download our <a href=\"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/\" target=\"_blank\" rel=\"noopener\">Mobile Marketing Lookbook of Lifecycle Campaigns<\/a> for best practices when it comes to captivating your customers on the go.<\/em><\/div>\r\n<div>\u00a0<\/div>\r\n<div>\u00a0<\/div>","post_title":"Moving Beyond Email: 5 Channels to Incorporate Into Your Marketing Strategy","post_excerpt":"The best experiences move beyond email. There are 5 key channels you can incorporate for a great cross-channel customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-cross-channel-marketing-strategies-to-incorporate","to_ping":"","pinged":"","post_modified":"2023-06-13 12:55:46","post_modified_gmt":"2023-06-13 19:55:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111608","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 13, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Benefits of Expanding Cross-Channel Beyond Email\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-cross-channel-marketing-strategies-to-incorporate\/"},{"ID":111425,"post_author":"119","post_date":"2023-06-12 11:30:01","post_date_gmt":"2023-06-12 18:30:01","post_content":"<p>Pack your bags and embark on an adventure with Iterable as we unveil our latest platform capabilities during this highly anticipated webinar. With expanded global SMS service, flexible localization, and AI-powered frequency management capabilities, Iterable provides the easiest and most secure way to connect with your customers - no matter where they're located.<\/p>\r\n<p>Michele Nieberding, Director of Product Marketing, will be your guide on this virtual expedition and the travel itinerary will include:<\/p>\r\n<ul>\r\n\t<li>The driving force behind this innovation, including market trends and customer feedback<\/li>\r\n\t<li>An exploration of the vast offerings in the<strong> <span style=\"color: #59c1a7;\"><a style=\"color: #59c1a7;\" href=\"https:\/\/iterable.com\/whats-new\/?utm_source=blog&amp;utm_medium=brand&amp;utm_campaign=summer-release-webinar\">Summer Release<\/a><\/span><\/strong><\/li>\r\n\t<li>Q&amp;A with a chance to win travel-themed prizes<\/li>\r\n<\/ul>","post_title":"Iterable\u2019s Summer Release is Your Global Passport","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterables-summer-release-is-your-global-passport","to_ping":"","pinged":"","post_modified":"2023-06-28 12:48:22","post_modified_gmt":"2023-06-28 19:48:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=111425","menu_order":4,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 12, 2023","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":70,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/iterables-summer-release-is-your-global-passport\/"},{"ID":111265,"post_author":"103","post_date":"2023-06-06 09:26:09","post_date_gmt":"2023-06-06 16:26:09","post_content":"<p>Getting a marketing campaign out the door is a lot like throwing a dinner party \u2013 lots of moving pieces to manage, requests (dietary or otherwise) to account for, and never as much time to execute as you\u2019d like. How do you pull it off without a hitch? It's simple: Go Agile.<\/p>\r\n<p>Join Abby Gailey, Senior Manager of Marketing Operations at Vibrent Health, as she reveals the secrets to successfully navigating marketing campaigns, comparing them to the intricate nature of hosting a dinner party. In this webinar, you will be introduced to Agile, a powerful methodology that prioritizes continual delivery, rapid response to change, and fostering collaboration both with customers and within teams.<\/p>\r\n<p><strong>During this webinar, you will gain valuable insights on:<\/strong><\/p>\r\n<ul>\r\n\t<li>Effectively implementing Agile practices and principles within your team<\/li>\r\n\t<li>Streamlining processes, enhancing adaptability, and improving overall efficiency<\/li>\r\n\t<li>Expertly managing the dynamic nature of marketing campaigns and accommodating various requests<\/li>\r\n<\/ul>\r\n<p>Register now to gain practical knowledge and actionable strategies from an industry expert.<\/p>","post_title":"Ask a Builder About: The Agile Dinner Party - Applying Agile Practices Across Teams and Projects","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-the-agile-dinner-party-applying-agile-practices-across-teams-and-projects","to_ping":"","pinged":"","post_modified":"2023-06-21 11:44:28","post_modified_gmt":"2023-06-21 18:44:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=111265","menu_order":5,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 06, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":14,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-the-agile-dinner-party-applying-agile-practices-across-teams-and-projects\/"},{"ID":111367,"post_author":"79","post_date":"2023-06-06 07:51:10","post_date_gmt":"2023-06-06 14:51:10","post_content":"<p>Key performance indicators (KPIs) are a quantifiable way to assess how well a strategy has worked and whether it\u2019s achieved the desired results. In the world of <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a>, KPIs are the most objective way to answer the question, \"Is this email campaign achieving what the marketer set out to achieve?\"<\/p>\r\n<p>Numbers in a vacuum don\u2019t mean much, though. For email marketing KPIs to deliver insights, they have to be put into context. There are two main ways to do so\u2013comparing your campaign with your other campaigns and comparing them with industry benchmarks.<\/p>\r\n<p>Comparing the specific KPIs from one campaign to matching KPIs from similar campaigns is what allows marketers to analyze, for instance, whether this year\u2019s holiday promotion emails had a higher or lower open rate than previous seasons, and what that might mean for the success of this year\u2019s campaign.<\/p>\r\n<p>Marketers are also quick to compare their email marketing KPIs with industry benchmarks\u2014and for good reason. Knowing that a campaign\u2019s bounce rate is far higher than the industry average, for instance, is a good indicator that it\u2019s time to cleanse the email list of invalid email addresses, or potentially rethink the email service provider you\u2019re using.<\/p>\r\n<p>At a time when marketers have access to tools that can measure pretty much anything, it may be tempted to measure, well, everything. But that data deluge can sometimes make it even harder to glean insights. With that in mind, here are some email marketing KPIs to keep an eye on.<\/p>\r\n<h3>Inbox Placement Rate (IPR)<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of emails that successfully land in a customer\u2019s inbox, rather than getting snagged by a spam filter or bouncing entirely.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: Even the most compelling email message won\u2019t deliver results if it\u2019s not getting to a customer\u2019s inbox in the first place. Keeping an eye on this KPI is crucial, so you can spot any sudden dips. That might mean an uptick in customers marking your messages as spam, rather than unsubscribing. Or it could mean a delivery issue, such as being temporarily flagged by an ISP\u2013meaning you might need to adjust your send cadence and focus on internet protocol (IP) warming to slowly but surely build trust with your user\u2019s ISP.<\/li>\r\n<\/ul>\r\n<h3>Open Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who open a particular email out those delivered.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: Plenty of emails will hit someone\u2019s inbox, and languish there, unopened. This email marketing KPI helps uncover how often people actually open that email (though keep in mind that things such as image-blockers may artificially suppress this KPI). If open rates on a campaign are low, it may be a sign that your subject lines need help. Low open rates could also point to the Apple iOS15 update in the fall of 2021 that drastically changed open rates \u2013 but don\u2019t worry \u2013 marketers have many options to overcome the new changes.<\/li>\r\n<\/ul>\r\n<h3>Click-Through Rate (CTR)<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who clicked on a link in an email. CTR can be calculated using either total clicks or unique clicks, depending on which is more relevant. Just be sure to be consistent in how this KPI is calculated across campaigns.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: This email marketing KPI sheds light on how many people are actively engaging with your content. CTR can also be useful for figuring out exactly where in an email message links should be placed. Through <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-a-b-testing\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>, you might find that links at the top of an email yield a higher CTR than those placed along the right of a message. If your main goal is to encourage more clicks (and whose isn\u2019t?), that insight might lead you to place more links in those high-performing spots. If your CTR is low, you might discover it has been impacted by the Apple iOS15 update and that you need to change your call to action (CTA) to an eye-catching image rather than plain text.<\/li>\r\n<\/ul>\r\n<h3>Conversion Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who completed the desired action after reading your email. Conversion doesn\u2019t always mean sale, of course. The desired action might be signing up for a webinar, downloading a guide, or reaching out for more information.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: This is perhaps the most important email marketing KPI, when it comes to judging whether an email marketing campaign is achieving its overall goals. Because call-to-actions can be highly specific, it\u2019s harder to compare conversion rates across industries.<\/li>\r\n<\/ul>\r\n<h3>Email Sharing\/Forwarding Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who clicked a button within the email to either post that content to a social network or forward the email to another person.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: People are naturally more likely to open and engage with content that\u2019s <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">sent to them by a friend<\/a>. And, when email recipients share brand content this way, it becomes a powerful opportunity to get in front of a new audience and potentially grow your email list.<\/li>\r\n<\/ul>\r\n<h3>List Growth Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: Just like it sounds, this KPI measures the rate at which your email list is expanding. It\u2019s calculated by tallying the number of new subscribers minus the number of unsubscribers and spam complaints, and dividing this total by the number of email addresses on your email marketing list.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: Left on their own, email lists will shrink over time\u2014as people unsubscribe, change email addresses, or lose interest. Actively acquiring new emails is the only way to maintain your list\u2014and this KPI can help you track whether you\u2019re maintaining or growing your reach.<\/li>\r\n<\/ul>\r\n<h3>Optimizing Email Marketing KPIs with Cross-Channel Marketing<\/h3>\r\n<p>Using a <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/beginners-guide-to-cross-channel-marketing\" target=\"_blank\" rel=\"noopener\">cross-channel marketing<\/a> platform, like Iterable, can help you optimize your campaigns for the email marketing KPIs you care about.<\/p>\r\n<p>By connecting with customers on a personalized basis, and integrating the content they care about on the channels they most frequently use, you\u2019ll be able to optimize for higher engagement. For example, you\u2019ll be able to automatically follow up unopened messages with a sequenced message on another channel, such as following up an email with an SMS message. That action might drive the customer to view the SMS message, and also go back to the email they\u2019d previously missed.<\/p>\r\n<p>Cross-channel marketing provides you with more opportunities to use personalized messaging to drive your customers towards action. By using personalized <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-nurture-campaign\" target=\"_blank\" rel=\"noopener\">nurture campaigns<\/a> to engage and re-engage your customers, you\u2019ll be able to increase email open rates, click through rates, conversion rates, and other email marketing KPIs that are important for your brand.<\/p>","post_title":"Email Marketing KPIs to Keep an Eye On","post_excerpt":"Email marketing KPIs are the most objective way to answer the question, \"Is this email campaign achieving what we set out to achieve?\"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-marketing-kpis-to-keep-an-eye-on","to_ping":"","pinged":"","post_modified":"2023-06-06 07:51:10","post_modified_gmt":"2023-06-06 14:51:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111367","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 06, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"A yellow envelope is open with a white paper sticking out. On the paper is a red line graph going up to the right. The whole image is on a grey background with small iterations of Iterable&#039;s node logo in white.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/email-marketing-kpis-to-keep-an-eye-on\/"},{"ID":111273,"post_author":"79","post_date":"2023-06-01 09:02:44","post_date_gmt":"2023-06-01 16:02:44","post_content":"<p>Once you\u2019ve got your <a href=\"https:\/\/iterable.com\/blog\/3-things-you-can-do-with-email-marketing-automation\/\" target=\"_blank\" rel=\"noopener\">email marketing automation<\/a> locked and loaded, often your next best action is to ensure your mobile channels are just as seamless so your brand can achieve a truly holistic, cross-channel customer experience.<\/p>\r\n<p>But what mobile marketing automation use cases will give you the best bang for your buck? Here are three innovative strategies we\u2019re seeing today, all of which are easy to adopt using Iterable\u2019s comprehensive set of tools.<\/p>\r\n<p><em>And for a deeper dive into specific lifecycle campaign examples from welcome to winback, download your copy of Iterable\u2019s <a href=\"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/\" target=\"_blank\" rel=\"noopener\">mobile marketing lookbook<\/a>.<\/em><\/p>\r\n<h3>1. Make SMS Compliance a Piece of Cake<\/h3>\r\n<p>As <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/top-strategies-for-epic-sms-campaigns\/\" target=\"_blank\" rel=\"noopener\">explained at this year\u2019s Activate<\/a>, SMS is the fastest and most engaging way to adopt, connect, and build loyalty with today\u2019s mobile-first consumer. And the numbers don\u2019t lie:<\/p>\r\n<ul>\r\n\t<li><strong>98% average open rate<\/strong> for SMS campaigns<\/li>\r\n\t<li><strong>90% of text messages are read<\/strong> within the first three minutes of receipt<\/li>\r\n\t<li><strong>75% of U.S. consumers subscribe<\/strong> to SMS marketing<\/li>\r\n\t<li><strong>2-10x higher click-through rate (CTR)<\/strong> than similar channels like email<\/li>\r\n<\/ul>\r\n<p>And yet, SMS is underutilized by marketers because it\u2019s a channel that\u2019s perceived as having complex setup and maintenance. With modern mobile marketing automation, however, compliance doesn\u2019t have to be complicated.<\/p>\r\n<p>When you\u2019re evaluating mobile marketing automation platforms, make sure your solution has the following built in:<\/p>\r\n<ul>\r\n\t<li><strong>SMS smart opt-in<\/strong> that allows users to confirm their written consent in just a click<\/li>\r\n\t<li><strong>Phone verification<\/strong> for enhanced security and list hygiene<\/li>\r\n\t<li><strong>Configurable quiet hours<\/strong> to comply with regulations and retain brand trust<\/li>\r\n\t<li><strong>Verified contact cards<\/strong> that users can add to their contacts for improved deliverability<\/li>\r\n\t<li><strong>Frequency capping<\/strong> to limit the number of texts (and other message types!) a user can receive within a certain duration<\/li>\r\n\t<li><strong>Opt-out attribution<\/strong> for automated tracking for every SMS campaign<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_111305\" align=\"alignnone\" width=\"1886\"]<img class=\"wp-image-111305 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Screen-Shot-2023-06-01-at-11.59.54-AM.png\" alt=\"A phone screen with a sample SMS on the righthand side and on the left is what the Quiet Hours functionality looks like in the Iterable platform\" width=\"1886\" height=\"1414\" \/> <em>Iterable\u2019s Quiet Hours functionality allows brands to send SMS messages only within the permissible times.<\/em>[\/caption]\r\n\r\n<p>With native features like these, your mobile marketing automation platform should not only follow global laws to a T, but also preserve your brand\u2019s reputation as a welcome presence on your customers\u2019 devices.<\/p>\r\n<h3>2. Improve App Onboarding With Personalized Push<\/h3>\r\n<p>Converting freemium to premium users is a quintessential objective for mobile apps, and <a href=\"https:\/\/iterable.com\/customers\/headway\/\" target=\"_blank\" rel=\"noopener\">Headway<\/a> is no exception. The global edtech startup serves more than 15 million people in 35+ countries, making it a top-ten app in the education category.<\/p>\r\n<p>With Iterable\u2019s advanced segmentation, Headway can build unique onboarding journeys for freemium and premium users according to their app behavior. Freemium users are shown the app\u2019s benefits with enticing offers to subscribe, while premium users are sent messages that emphasize lifelong learning to increase their usage.<\/p>\r\n\r\n[caption id=\"attachment_111280\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-111280\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/headway_push.png\" alt=\"Three phone lock screens, with baby pink backgrounds, show three different push notifications from Headway.\" width=\"1600\" height=\"1000\" \/> <em>Headway uses Iterable to personalize push notifications based on app behavior.<\/em>[\/caption]\r\n\r\n<p>Additionally, Headway leverages Iterable\u2019s AI suite within these customer journeys, including <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization (STO)<\/a> to automatically select the optimal timing of each push and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a> to test specific offers to their most engaged freemium users in an effort to convert them.<\/p>\r\n<p>With the combined power of robust segmentation and AI, Headway was able to <strong>nearly double its open rate with push notifications, <\/strong>and its<strong> freemium-to-premium conversion increased 1.3% on average<\/strong>, specifically from opening push notifications. And that doesn\u2019t even include the impressive results they\u2019ve experienced with email and other channels.<\/p>\r\n<h3>3. Deliver Delightful Moments Directly In-App<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/the-body-coach\/\" target=\"_blank\" rel=\"noopener\">The Body Coach<\/a> intimately knows how to get personal. Founded by trainer Joe Wicks, who has one of the largest YouTube fitness channels in Europe, The Body Coach app is one of the fastest-growing mobile fitness apps and was selected as Apple\u2019s Editor\u2019s choice and Google\u2019s 2022 Best App of the Year.<\/p>\r\n<p>But how do you maintain your special sauce as you scale to millions of users? The team turned to Iterable\u2019s in-app messaging to launch Voice Notes from Joe. These inspirational recordings bring Joe\u2019s personality into the app and prompt moments of surprise and delight for users.<\/p>\r\n<p>Here\u2019s how it works:<\/p>\r\n<ul>\r\n\t<li>The Body Coach team records personal voice messages from their founder Joe<\/li>\r\n\t<li>That audio file is hosted on their content management system (CMS)<\/li>\r\n\t<li>An Iterable campaign is created for each recording using an in-app template, and the audio file is attached to that template<\/li>\r\n\t<li>Iterable sends push notifications to users to prompt them to listen to Voice Notes from Joe in the app<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_111286\" align=\"alignnone\" width=\"900\"]<img class=\"size-full wp-image-111286\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/The-Body-Coach_CS-Graphics_Phones.png\" alt=\"Two phone screens side by side show different pages of The Body Coach App. On the left is a get started screen, on the right is a screen showing what a Voice Note looks like in the app.\" width=\"900\" height=\"675\" \/> <em>The Body Coach\u2019s Voice Notes from Joe makes virtual fitness feel as intimate as a one-on-one training session.<\/em>[\/caption]\r\n\r\n<p>This entire process takes less than an hour to implement, and the results have paid off big: <strong>60% of users who interacted with a recent Voice Note completed a workout within three days.<\/strong><\/p>\r\n<p>Now The Body Coach can bring the same, effective engagement between Joe and his followers on social media into the platform with every push, email, voice note, and in-app message delivered automatically.<\/p>\r\n<h3>Mobile Marketing Automation That Marvels<\/h3>\r\n<p>Over the years, smartphones have only become smarter\u2014and so have the industry\u2019s leading marketers and brand-builders. Between SMS, push, and in-app messaging, mobile marketing automation continues to advance into never-before-seen territory.<\/p>\r\n<p>And that\u2019s only the start at Iterable. Just this spring we announced <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">two more expansions to our channel offerings<\/a>:<\/p>\r\n<ul>\r\n\t<li><strong>Embedded Messages<\/strong> that give marketers the ability to create customized, native in-app messaging that increases customer engagement through real-time eligibility<\/li>\r\n\t<li><strong>Roku as an OTT<\/strong> channel to build cohesive in-app experiences across mobile, desktop, and Connected TV<\/li>\r\n<\/ul>\r\n<p>Now sending joy directly to your customers is right at your fingertips. We hope these strategies and success stories motivate you to roll up your sleeves and hit send with confidence.<\/p>\r\n<p><em>Want to get your hands on the latest mobile marketing automation technology? Watch our <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/iterable-product-keynote-and-showcase\/\" target=\"_blank\" rel=\"noopener\">Product Showcase from Activate Summit<\/a> to learn about the features above and more.<\/em><\/p>","post_title":"3 Top Mobile Marketing Automation Strategies","post_excerpt":"What mobile marketing automation use cases will give you the best bang for your buck? Here are three innovative strategies we\u2019re seeing today.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-top-mobile-marketing-automation-strategies","to_ping":"","pinged":"","post_modified":"2023-06-01 09:02:44","post_modified_gmt":"2023-06-01 16:02:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111273","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 01, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-top-mobile-marketing-automation-strategies\/"},{"ID":111248,"post_author":"79","post_date":"2023-05-30 14:43:07","post_date_gmt":"2023-05-30 21:43:07","post_content":"<p>A martech stack, short for marketing technology stack, is a group of tools that marketers use to execute marketing tasks. This includes technology to manage, execute, and measure marketing operations. The martech stack acts as a central command for marketing efforts. A well-built martech stack allows marketers to work more efficiently and create engaging messaging while reducing manual effort.<\/p>\r\n<p>The tools in a martech stack are varied. They can range from legacy software to cloud-based software as a service (SaaS), and might include digital asset management systems, website analytics, a <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-customer-data-platform-cdp\" target=\"_blank\" rel=\"noopener\">customer data platform<\/a>, and social media tracking systems. As disparate as these tools can be, they\u2019re also used together to accomplish common goals such as optimizing content or making workflows more efficient.<\/p>\r\n<h3>What Should Be Included?<\/h3>\r\n<p>The type of tools in a martech stack is of course partly dependent on your business type and needs. For example, B2B and B2C businesses may require different tools because they sell their products to different audiences.<\/p>\r\n<p>There are some components of a martech stack, though, that are common across many companies. These tools are most powerful when used in combination, and should seamlessly integrate with each other so that you can communicate with customers across multiple channels in a holistic manner.<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-an-email-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\"><strong>Email marketing<\/strong><\/a>: Email remains a crucial part of any marketing effort. Email can sometimes come paired with a marketing automation software that makes it easy to send out personalized, targeted messages. You might use an email marketing platform that doubles as your automation software or one that can integrate with your CRM and automation software.<\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-mobile-marketing-platform\" target=\"_blank\" rel=\"noopener\"><strong>Mobile marketing<\/strong><\/a>: Customers engage with brands via their smartphones multiple times a day, so it\u2019s crucial to use technology that helps you engage with them there. Your mobile marketing solution should include the capability to engage with users via push notifications, SMS marketing, and in-app messaging.<\/li>\r\n\t<li><strong>Social media<\/strong>: Technology to monitor your social media channels and track your campaigns. Within this category, you might have analytics, scheduling tools, and tools to help you create visual elements for your social pages.<\/li>\r\n\t<li><strong>Website analytics<\/strong>: Tools that help you track who your marketing content is attracting, how many people it\u2019s attracting, where they\u2019re coming from, and what type of content is performing best.<\/li>\r\n\t<li><strong>Search engine optimization (SEO)<\/strong>: Most marketers use paid and organic methods for customer acquisition. SEO helps your website and content rank higher on search engine results pages (SERPs) for specific keywords. Content that ranks higher translates to more organic traffic and transactions. SEO tools in a martech stack can help with keyword research, backlinking, and to optimize content.<\/li>\r\n<\/ul>\r\n<h3>What are the Benefits of a MarTech Stack?<\/h3>\r\n<p>A well-designed martech stack should make your marketing efforts easier to manage. The tools included in your stack enable you to track your marketing operations through every phase of the customer lifecycle, and help you break down silos. With a well-integrated martech stack, you can get a <a href=\"https:\/\/iterable.com\/articles\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of each customer without exporting data from multiple sources.<\/p>\r\n<p>Efficiency is one major benefit of a martech stack. Automation tools are incredible time-savers for otherwise previously laborious manual tasks such as pulling data and finding assets. That leaves more time for marketers to optimize and innovate.<\/p>\r\n<p>Martech stacks are also a major boon for internal communication. Putting everyone on the same page (i.e. platform) improves project tracking and progress toward goals. They also are beneficial to communication with customers as well. A martech stack houses all the information you need to have informed interactions with your customers such as records of past interactions and subscription information.<\/p>\r\n<p>Finally, customer data and insights are key to creating better performing marketing content. When you can turn data into insights, that can give you a competitive edge.<\/p>\r\n<p>Iterable is a key component of the modern marketer\u2019s tech stack because it can help you centralize your marketing data from the multiple interactions your customers have with your brand. You can gain valuable data from each customer interaction through email, your app, your e-commerce platform, and more. These individual pieces of data become much more valuable when connected through a centralized marketing platform. Iterable gives you that 360-degree view of all your marketing data in context and ensures you can integrate all the individual pieces of your martech stack.<\/p>\r\n<p>Employing the right tool is the key to the modern marketer\u2019s tech stack. A high-quality cross-channel marketing software system like Iterable can pull all of your data from various sources to inform and trigger <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-real-time-personalization\/\" target=\"_blank\" rel=\"noopener\">real-time personalized<\/a> marketing messages for your visitors and customers. You\u2019ll capture data such as information from your customer relationship management system, e-commerce data, web forms filled out by your visitors, email marketing lists and actions, social media activity, and various website interactions.<\/p>\r\n<p>Iterable also offers the flexibility to reach your customers across all channels, connecting with them on their preferred devices and platforms. You can set automated campaigns to trigger upon specific user behavior, such as sending a welcome campaign immediately when a user signs up for updates \u2013 and you can send it via email, SMS, and push notifications depending on your customer\u2019s previous actions.<\/p>\r\n<p>You might not build the optimal martech stack right off the bat. Crafting one that works best for your business is a process and it should evolve with time to meet technology changes and changes to your business and customer needs. The idea is to start building your stack and then add integrated pieces over time\u2014but incorporating a best-in-class cross-channel marketing solution like Iterable will help you build a strategy that you can scale effortlessly.<\/p>\r\n<p><em>To learn how Iterable can be integrated into your martech stack, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.\u00a0<\/em><\/p>","post_title":"What is a MarTech Stack?","post_excerpt":"A well-built martech stack allows marketers to work more efficiently and create engaging messaging while reducing manual effort.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-a-martech-stack","to_ping":"","pinged":"","post_modified":"2023-05-30 15:02:48","post_modified_gmt":"2023-05-30 22:02:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111248","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 30, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Various icons, including a mint green cell phone, a red white and purple pie chart, a red location pin and a white bar chart flowing into a white funnel with a purple inside. The whole graphic sits on top of a bright blue background.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-a-martech-stack\/"},{"ID":111230,"post_author":"79","post_date":"2023-05-25 11:50:57","post_date_gmt":"2023-05-25 18:50:57","post_content":"<p>It\u2019s not like email marketing automation is a new concept\u2014the first email service providers have been around since the dawn of the world wide web in the early \u201890s.<\/p>\r\n<p>But in that time, a lot has changed, so we thought we\u2019d share what excites us most about email marketing automation and where it\u2019s headed in the future.<\/p>\r\n<p>You already know the importance of deploying a welcome campaign or triggering abandoned cart emails, but here are three modern benefits of email marketing automation you can take advantage of today.<\/p>\r\n<h3>1. Individualize the Welcome Email<\/h3>\r\n<p>Oftentimes, personalization starts long after the initial welcome email. Brands don\u2019t know the customers this early on and, without that history, it\u2019s hard to create individualized campaigns based on customer data. Not all hope is lost, however. By using the data that is available, brands can still send unique welcome emails to each and every user\u2014automatically.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/ae-networks\/\" target=\"_blank\" rel=\"noopener\">A+E Networks<\/a> has a variety of channels under their brand\u2014each appealing to different audiences. It\u2019s important that marketing messages are relevant and resonate with each individual recipient. But how does A+E Networks know which customer prefers which channels if they\u2019re new users? Well, each channel has a different website where users can opt-in to emails. A+E Networks uses this initial data to create automated welcome emails based on the site they signed up through.<\/p>\r\n\r\n[caption id=\"attachment_111231\" align=\"alignnone\" width=\"2318\"]<img class=\"size-full wp-image-111231\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2022-11-16-at-4.57.07-PM.png\" alt=\"From left to right: an example of a History Channel welcome email, an example of a Lifetime welcome email, then, in the middle, there's an example of an A&amp;E welcome email. On the far right is a &quot;This Day in History&quot; email example featuring the New York skyline. All emails are on a dark black background. \" width=\"2318\" height=\"1084\" \/> <em>A+E Networks automatically sends welcome emails based on where they signed up.<\/em>[\/caption]\r\n\r\n<p>Not only that, but because A+E Networks can also see where users are signing up from, they can use that information to send automated personalized emails after signup. For example, if a user signs up for the HISTORY\u00ae Channel in New York, they may get a \u201cThis Day in History\u201d email featuring facts about NYC. All of this content is created ahead of time and dynamically populated based on the initial user data.<\/p>\r\n<h3>2. Personalize Magical Moments Based on Brand Love<\/h3>\r\n<p>How much more effective would our marketing be if we knew precisely how a customer felt about us in that very moment?<\/p>\r\n<p>For greeting-card maker <a href=\"https:\/\/iterable.com\/customers\/lovepop\/\" target=\"_blank\" rel=\"noopener\">Lovepop<\/a>, loyalty is at the heart of their mission to create \u201c1 billion magical moments.\u201d With Iterable\u2019s AI-driven <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a>, the Lovepop team can not only individualize messaging based on acquisition source and product interests, but also on customer sentiment (loyal, neutral, negative, etc.).<\/p>\r\n<p>Higher-affinity customers are communicated to more frequently, while lower-affinity customers can be suppressed from certain campaigns, which reduces unsubscribes and maximizes revenue capture. Again, this usability of Iterable\u2019s segmentation and email marketing automation <strong>saves Lovepop at least two hours per week<\/strong>\u2014getting them that much closer to achieving their mission faster.<\/p>\r\n<h3>3. Bring the Browsing Experience to the Inbox<\/h3>\r\n<p>Data feeds are often the common denominator in email marketing automation\u2014meaning the more integrated your tech stack, the more seamless your customer experience will become.<\/p>\r\n<p>Leading, members-only travel site <a href=\"https:\/\/iterable.com\/customers\/secret-escapes\/\" target=\"_blank\" rel=\"noopener\">Secret Escapes<\/a> used to be limited to only showing discounts based on the destination searched, but data points like date parameters (when you\u2019re going) and trip type (why you\u2019re traveling) were just as crucial.<\/p>\r\n<p>With Iterable\u2019s built-in <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener\">data feeds<\/a>, these criteria are imported into email templates, automatically and in real time, so the messages that members receive match their unique search results.<\/p>\r\n<p>For as dynamic an industry as travel booking, where availability and pricing is constantly in flux, this innovation was a game changer. The Secret Escapes team achieved a <strong>45% open rate<\/strong> and <strong>8.3% click-through rate<\/strong> with their timely, personalized keyword search emails\u2014allowing them to build long-term brand value at a global scale.<\/p>\r\n<h3>Email Marketing Automation Made Easy<\/h3>\r\n<p>Despite its more than thirty-year history, email marketing automation continues to become more technologically advanced and intuitive to customer behavior. And we\u2019re excited to lead the charge into the next generation of automation tools.<\/p>\r\n<p>Just this spring we launched our expanded <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a>, which includes these cutting-edge innovations:<\/p>\r\n<ul>\r\n\t<li><strong>Next Best Action<\/strong> to automatically recommend audience segments and set up campaigns<\/li>\r\n\t<li><strong>Copy Assist<\/strong> to generate copy ideas and iterate on messaging quickly<\/li>\r\n\t<li><strong>Frequency Optimization<\/strong> to optimize communication cadence to each individual user<\/li>\r\n<\/ul>\r\n<p>All of these solutions weren\u2019t available a decade ago, so we are thrilled to see where email marketing automation takes us in the years to come.<\/p>\r\n<p><em>Want to get your hands on the latest email marketing automation technology? Watch our <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/iterable-product-keynote-and-showcase\/\" target=\"_blank\" rel=\"noopener\">Product Showcase from Activate Summit<\/a> to learn about the features above and more.<\/em><\/p>","post_title":"3 Things You Can Do With Email Marketing Automation","post_excerpt":"A lot has changed, so we thought we\u2019d share what excites us most about email marketing automation and where it\u2019s headed in the future.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-things-you-can-do-with-email-marketing-automation","to_ping":"","pinged":"","post_modified":"2023-05-25 11:53:04","post_modified_gmt":"2023-05-25 18:53:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111230","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 25, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"On the Iterable red background is a pink circle with white arrows circling the circle. In the middle of the circle is an Iterable red paper airplane to symbolize email.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-things-you-can-do-with-email-marketing-automation\/"},{"ID":111061,"post_author":"79","post_date":"2023-05-18 13:07:32","post_date_gmt":"2023-05-18 20:07:32","post_content":"<p>To set expectations: this won\u2019t be a love letter. But, I do have some kind words to say about the March 2023 Google Core Algorithm Update.<\/p>\r\n<p>If you\u2019re like me\u2014on the content side of your marketing team, constantly looking at organic search traffic\u2014you may have noticed some dramatic differences between your March and April metrics. And, those differences may not have been in your favor. Which, again, if you\u2019re like me, may have caused you to frantically Google \u201calgorithm updates 2023.\u201d As it turns out, there was a major core algorithm update in March (specifically March 15th-March 28th).<\/p>\r\n<p>Wait. Don\u2019t panic and go digging into your metrics just yet\u2014it\u2019s really not all that bad. But, before I give my two cents on why, let\u2019s start off with some basics about algorithm updates in general and the March 2023 Google Core Algorithm Update.<\/p>\r\n<h3>What are Core Algorithm Updates?<\/h3>\r\n<p>Since we\u2019re not all SEO experts\u2014speaking from all-too-personal experience\u2014I wanted to quickly touch on what core algorithm updates are to begin with. (Disclaimer: I\u2019m still very much not an SEO expert, but getting there.)<\/p>\r\n<p>Search engines, like Google, have in-depth algorithms that determine which order web pages show up on the search engine results pages (SERPs). The first page (ranking 1-10) is where you want to be and the first result\u2014the top spot\u2014is the most coveted.<\/p>\r\n<p>Many factors go into deciding which pages are displayed and over time, these factors evolve. With that evolution comes updates to the algorithm to ensure that users are finding information that matches what they\u2019re searching for. Google previously considered three factors when ranking web pages: expertise, authoritativeness, and trustworthiness (E-A-T).<\/p>\r\n<p>As of December, however, <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/12\/google-raters-guidelines-e-e-a-t\" target=\"_blank\" rel=\"noopener\">Google has added a second E<\/a>: experience (E-E-A-T). In addition to content coming from a knowledgeable, reliable source, Google now also considers first-hand experience when ranking information on the web. For example, as Google says, \u201cactual use of a product [or] having actually visited a place or communicating what a person experienced.\u201d<\/p>\r\n<p>With that new wrinkle in mind, let\u2019s dig into the March 2023 Google Core Algorithm Update.<\/p>\r\n<h3>What was the March 2023 Google Core Algorithm Update?<\/h3>\r\n<p>As you might know, the powers that be\u2014*ahem* Google\u2014aren\u2019t super forthcoming with the specific details of their algorithm updates. It makes sense. If they laid out every step on how to rank well, every site would attempt to meet that criteria, burying the valuable content. So while it\u2019s hard to know exactly what changed, based on changes to metrics, experts across the web have picked out some key details.<\/p>\r\n<p>According to <a href=\"https:\/\/www.semrush.com\/blog\/google-march-2023-core-update\/\" target=\"_blank\" rel=\"noopener\">SEMRush<\/a>, this core algorithm update was incredibly volatile. \u201c<a href=\"https:\/\/www.semrush.com\/blog\/serp-volatility-sensor\/#:~:text=Volatility%20is%20defined%20as%20a,synonymous%20with%20stress%20and%20anxiety.\" target=\"_blank\" rel=\"noopener\">Volatility<\/a> is defined as a liability to change, often unpredictably and for the worse. SERP volatility measures the overall amount of change happening to search engine results.\u201d To sum it up: things went a little bonkers.<\/p>\r\n\r\n[caption id=\"attachment_111062\" align=\"alignnone\" width=\"1458\"]<img class=\"size-full wp-image-111062\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-18-at-3.58.09-PM.png\" alt=\"Line chart from SEMRush depicting SERP volatility from March 1 through March 28 2023. Volatility peaks at 8.2 on March 16,.\" width=\"1458\" height=\"728\" \/> <em>The March algorithm update was more volatile than the September 2022 algorithm update. Source: <a href=\"https:\/\/www.semrush.com\/blog\/google-march-2023-core-update\/\" target=\"_blank\" rel=\"noopener\">SEMRush<\/a>.<\/em>[\/caption]\r\n\r\n<p>One stat in particular that jumped out at me from the same article was, \u201cThe net effect of the March 2023 Core Update was 8.7% of the top 10 URLs being ranked beyond position 20 prior to the update.\u201d Let\u2019s unpack this.<\/p>\r\n<p>Essentially, rounding up, about 10% of the pages ranking 1-10 (so, let\u2019s say roughly one result on the first page) were not on the first page before this algorithm update. Not only that, the new first-page results previously ranked higher than 20, meaning they weren\u2019t even on the second page of results before this. Clearly, Google made a huge change to what content is considered valuable.<\/p>\r\n<p>Lily Ray, Sr. Director of SEO &amp; Head of Organic Search at Amsive Digital (\ud83d\udea8SEO expert alert\ud83d\udea8) published an <a href=\"https:\/\/www.amsivedigital.com\/insights\/seo\/googles-march-2023-core-update-winners-losers-analysis\/\" target=\"_blank\" rel=\"noopener\">article about the algorithm update<\/a> a day after the rollout was completed. She explained that the March 2023 Core Algorithm Update values original and high-quality content. The keyword here being original. As Lily points out, this is \u201can important consideration with the rise of generative AI content tools like ChatGPT.\u201d<\/p>\r\n<p>\u2026see where I\u2019m going?<\/p>\r\n<h3>The March 2023 Core Algorithm Update is a Warning<\/h3>\r\n<p>ChatGPT who? Just kidding. ChatGPT and similar generative AI tools certainly aren\u2019t going anywhere and are incredibly useful, but this algorithm update sheds light on an interesting subject: content originality and value. AI content generators have certainly gained popularity in the past few months. They\u2019re quick, they\u2019re smart\u2014what\u2019s not to like?<\/p>\r\n<p>Here\u2019s the thing: AI is only as good as the information that already exists in the world. In a <a href=\"https:\/\/venturebeat.com\/ai\/deep-dive-how-ai-content-generators-work\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a> article, David Schubmehl, research vice president for conversational AI and intelligent knowledge discovery at IDC, said, \u201cUsing pre-existing data, AI algorithms are used to make sure that the content fits the interests and desires of the person it is being targeted to.\u201d<\/p>\r\n<p>\u201cPre-existing data\u201d is a nice way of saying, \u201cstuff that\u2019s already been done.\u201d AI pulls from a supply of information that already exists. Who\u2019s supplying that information? *Wave* Hi. Us. Content marketers, writers, journalists, etc.<\/p>\r\n<p>This March 2023 Core Algorithm Update is a warning that Google won\u2019t prioritize repetitive regurgitations compiled by AI, no matter how many \u201ccasual + funny\u201d prompts you add to the query. Original, expert-driven content is most likely still going to outrank something churned out by a robot. <\/p>\r\n<h4>Google\u2019s Generative AI Search Functionality<\/h4>\r\n<p>Now, here\u2019s a fun curveball. Google recently (after the majority of this post was already written) rolled out a preview of their <a href=\"https:\/\/blog.google\/products\/search\/generative-ai-search\/\" target=\"_blank\" rel=\"noopener\">generative AI search functionality<\/a>. Basically, at the top of search results Google\u2019s own AI will be able to populate a module with answers their users are looking for without them having to leave the SERPs.<\/p>\r\n<p>Before you hit me with an \u201cI told you so,\u201d this AI is no different than the generative AI tools we\u2019ve all come to know and love. I mean, sure, it probably is in some ways\u2014it\u2019s Google, after all\u2014but at the end of the day it\u2019s AI that uses existing data to formulate answers.<\/p>\r\n<p>So, while it still seems like Google isn\u2019t prioritizing others\u2019 AI-generated content, <a href=\"https:\/\/www.washingtonpost.com\/technology\/2023\/05\/04\/google-ai-stop-sharing-research\/\" target=\"_blank\" rel=\"noopener\">they\u2019re probably prioritizing their own<\/a>. <\/p>\r\n<h3>No P(AI)n, No Gain<\/h3>\r\n<p>But this, my friends, is why I\u2014a content marketer\u2014don\u2019t hate the March 2023 Core Algorithm Update. I don\u2019t hate it because it continues to push us. We have to keep being creative, we have to keep innovating, we have to be original.<\/p>\r\n<p>And before you start banging down my door with long AI-generated lists of why AI is a good thing, I\u2019m not saying AI is a bad thing. It\u2019s a great jumping off point. It tells us where there may be a gap in information, it helps us ideate, it saves us time, and it cures writer\u2019s block. It forces us, the creatives\u2014the humans\u2014to be better. (Remember when <a href=\"https:\/\/www.youtube.com\/watch?v=iZ6bamP8wZk\" target=\"_blank\" rel=\"noopener\">Dwight out-sold the computer<\/a>?)<\/p>\r\n<p>This core algorithm update is reinforcing the fact that only people can truly connect with people\u2014kind of ironic, huh?<\/p>\r\n<p><em>If you\u2019re looking for ways to incorporate AI into your marketing strategies without pissing off the algorithm, check out <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/how-to-include-ai-as-part-of-your-marketing-team\/\" target=\"_blank\" rel=\"noopener\">Denys Kapush\u2019s session from Activate Summit \u201823<\/a>.<\/em><\/p>","post_title":"Why the March 2023 Google Core Algorithm Update Isn\u2019t All Bad","post_excerpt":"To set expectations: this won\u2019t be a love letter. But, I do have some kind words to say about the March 2023 Google Core Algorithm Update.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-the-march-2023-google-core-algorithm-update-isnt-all-bad","to_ping":"","pinged":"","post_modified":"2023-05-18 13:07:32","post_modified_gmt":"2023-05-18 20:07:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111061","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"On top of a forest green background sits a white magnifying glass with arrows circling it. Off of those arrows are paths on the top and a plug on the bottom.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-the-march-2023-google-core-algorithm-update-isnt-all-bad\/"},{"ID":3784,"post_author":"7","post_date":"2023-05-15 08:00:38","post_date_gmt":"2023-05-15 15:00:38","post_content":"<p><em>This updated post was originally written for Iterable by Carl Sednaoui, the Director of Marketing for MailCharts, and published May 15, 2018.<\/em><\/p>\r\n<p>Memorial Day comes at a tricky time in the email marketing calendar. It\u2019s squeezed amongst other holidays\u2014Mother\u2019s Day, Father\u2019s Day, Independence Day, etc.\u2014and it\u2019s also not a major spending holiday, according to the <a href=\"https:\/\/nrf.com\/research-insights\/retail-holiday-and-seasonal-trends\" target=\"_blank\" rel=\"noopener\">National Retail Federation\u2019s Holiday Spending Guide<\/a>.<\/p>\r\n<p>In the U.S., Memorial Day is a federal holiday, always celebrated on the last Monday in May. It originated to honor veterans who died while on active military duty, and it evolved from a Southern and Midwestern event called <a href=\"https:\/\/www.military.com\/holidays\/memorial-day\/how-decoration-day-became-memorial-day.html\" target=\"_blank\" rel=\"noopener\">Decoration Day<\/a>.<\/p>\r\n<p>Over time, as the unofficial start of summer, Memorial Day has also become a holiday synonymous with barbecues, beach days, and good deals. So, to kick off the summer season, here are some key stats and examples to heat up your Memorial Day campaigns.<\/p>\r\n<h3>Challenges of Memorial Day Campaigns<\/h3>\r\n<p>As you can see from the chart below, Memorial Day has a narrow window of opportunity.<br \/>\r\nWe see a rapid ramp-up of email volume for Memorial Day, particularly on the Thursday before the holiday.<\/p>\r\n\r\n[caption id=\"attachment_110856\" align=\"alignnone\" width=\"1594\"]<img class=\"size-full wp-image-110856\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-16-at-11.15.48-AM.png\" alt=\"Memorial Day email volume\" width=\"1594\" height=\"514\" \/> <em>Memorial Day email volume during the month of May. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>Take note: only <strong>21% of Memorial Day emails are sent on the day itself.<\/strong><\/p>\r\n<p>With the heaviest mailing coming five to seven days before the weekend, your biggest challenge will be finding ways to stand out in a crowded inbox.<\/p>\r\n\r\n[caption id=\"attachment_110862\" align=\"alignnone\" width=\"1576\"]<img class=\"wp-image-110862 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-16-at-11.15.59-AM.png\" alt=\"Emails sent around Memorial Day\" width=\"1576\" height=\"354\" \/> <em>Percentage of emails sent for Memorial Day. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>For creative inspiration, check the email examples below. They give you some alternatives to the \u201csame old, same old\u201d Memorial Day messaging, even when you\u2019re under pressure to churn out yet another email.<\/p>\r\n<p>Even with its challenge, Memorial Day\u2014or, rather, a long weekend\u2014is one that many Americans eagerly await. Your emails can capitalize on that enthusiasm and anticipation to drive incremental sales, offer a diversion from the usual flood of promotions and introduce your summer themes.<\/p>\r\n<h3>3 Memorial Day Email Themes<\/h3>\r\n<p>Back in 2018 the four themes that we covered in this article were \u201cappealing to patriotism,\u201d \u201cfocusing on summer,\u201d \u201cemphasizing friends, family, and partying,\u201d and \u201coffering a discount.\u201d<\/p>\r\n<p>Since 2018, however, email marketing has changed\u2014and so have customers. For example, we\u2019ve experienced a whole pandemic since 2018, so customer priorities look a little different than they did five years ago. Here are some new themes to look out for.<\/p>\r\n<h4>1. Planning Ahead<\/h4>\r\n<p>We\u2019re still very much in the aftershock of a global pandemic. And in the U.S., this is only our second (maybe first\u2026maybe third) Memorial Day since COVID where people may feel totally comfortable gathering to celebrate. So, customers may be a little rusty when it comes to party planning.<\/p>\r\n<p>To help customers plan for their long weekends, brands may focus on shipping to ensure their orders arrive on time. <a href=\"https:\/\/www.eataly.com\/us_en\" target=\"_blank\" rel=\"noopener\">Eataly<\/a>, the Italian dining emporium, highlighted their shipping with the copy \u201cget it in time for the weekend.\u201d<\/p>\r\n\r\n[caption id=\"attachment_110828\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-110828\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Eataly-Net-USA-LLC_2022-05-25_1404_wednesday_Fresh-picks-for-Memorial-Day-.png\" alt=\"Memorial Day Email from Eataly\" width=\"800\" height=\"2797\" \/> <em>Eataly educates customers while helping them plan for the long weekend. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0272e253-19e0-86f7-cbf2-9b47a113cb84?list_id=1380\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>They also highlighted in-season produce in the \u201cSale into Summer\u201d section, which is timely, relevant, and adds some urgency, since the produce won\u2019t be in-season forever.<\/p>\r\n<h4>2. Using Peer-to-Peer Marketing<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">Peer-to-peer (P2P) marketing<\/a> is super important\u2014and effective\u2014for today\u2019s customers. According to <a href=\"https:\/\/hbr.org\/2023\/03\/research-the-pros-and-cons-of-soliciting-customer-reviews#:~:text=Online%20reviews%20have%20substantial%20value,affect%20%243.8%20trillion%20revenues%20worldwide.\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, \u201cNinety-eight-percent of customers read reviews before they shop, making it one of the most important sources of information about products and services; for 2021, online reviews were predicted to affect $3.8 trillion revenues worldwide.\u201d<\/p>\r\n<p>To take advantage of the power of P2P marketing, <a href=\"https:\/\/www.cotopaxi.com\/\" target=\"_blank\" rel=\"noopener\">Cotopaxi<\/a>, the outdoor apparel brand included their customer favorites in their Memorial Day email. Not only that, but Cotopaxi offered a 60% discount on these customer favorites.<\/p>\r\n\r\n[caption id=\"attachment_110834\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-110834\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Cotopaxi_2020-05-21_1412_thursday_Your-Memorial-Day-Favorites-Save-Up.png\" alt=\"Cotopaxi used peer reviews to create emails\" width=\"800\" height=\"2872\" \/> <em>Cotopaxi uses peer-to-peer marketing in their \u201cBest of\u201d Memorial Day sale. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/71edcc16-de4e-388c-8747-2cfa006f68c6?list_id=1380\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>. <\/em>[\/caption]\r\n\r\n<p>Cotopaxi also uses multiple CTAs (six) in the same email to give customers options when scrolling through the email. If the \u201cBest of\u201d doesn\u2019t get their attention, maybe the other product call-outs will.<\/p>\r\n<h4>3. Being Audience-First<\/h4>\r\n<p>In today\u2019s marketing landscape, brands are putting their customers first. It\u2019s not enough to send an email with a broad sale, hoping someone takes the bait. Now brands are thinking about their audiences and how their products can make a difference in their customers\u2019 lives.<\/p>\r\n<p><a href=\"https:\/\/bumpboxes.com\/\" target=\"_blank\" rel=\"noopener\">Bump Boxes<\/a>, the monthly subscription box for expecting moms, chose to highlight sun safety products in their Memorial Day email. The email\u2019s subject line was, \u201cReady to bare your bump this Memorial Day?\u201d and the email featured lotions and creams to help expecting moms protect their baby bumps in the hot summer sun.<\/p>\r\n\r\n[caption id=\"attachment_110840\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-110840\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Bump-Boxes_2022-05-30_2308_monday_Ready-to-bare-your-bump-this-Memori.png\" alt=\"Bump Boxes sent a seasonally relevant email during the Summer\" width=\"800\" height=\"2882\" \/> <em>Bump Boxes\u2019 top CTA is \u201cShop Summer Products.\u201d Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/77584ecf-33ec-9c6d-c532-cc55b7a5cf94?list_id=1380\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Bump Boxes\u2019 marketing team put themselves in their customers' shoes. They asked themselves \u201cwhat would our customers be looking for now?\u201d and they chose to highlight those products (without a discount) in their email.<\/p>\r\n<h3>Holiday Emails are a-Changin\u2019<\/h3>\r\n<p>While there are still a ton of promotional emails being sent around tentpole sales holidays, like Memorial Day, there is a shift in the way brands communicate with their audiences. Now, a focal point for brands is meeting customers\u2019 needs. Memorial Day emails are no longer about sharing a company\u2019s point-of-view or generic discounts, now it\u2019s about thinking from the customers\u2019 perspective.<\/p>\r\n<p>Is there room for improvement? Yes, definitely. Something we still didn\u2019t see in our Memorial Day email research was personalization. The content of these promotional emails is definitely trending in the right direction, but there is room for more dynamic, individualized content, even on Memorial Day.<\/p>\r\n<p><em>To learn more about how to create <a href=\"https:\/\/iterable.com\/solutions\/email-marketing\/\" target=\"_blank\" rel=\"noopener\">templatized, automated, individualized emails<\/a> for your customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<div id=\"1684249684.639219\" class=\"c-virtual_list__item c-virtual_list__item--initial-activeitem\" tabindex=\"0\" role=\"listitem\" aria-setsize=\"-1\" data-qa=\"virtual-list-item\" data-item-key=\"1684249684.639219\">\r\n<div class=\"c-message_kit__background p-message_pane_message__message c-message_kit__message\" role=\"presentation\" data-qa=\"message_container\" data-qa-unprocessed=\"false\" data-qa-placeholder=\"false\">\r\n<div class=\"c-message_kit__hover\" role=\"document\" aria-roledescription=\"message\" data-qa-hover=\"true\">\r\n<div class=\"c-message_kit__actions c-message_kit__actions--default\">\r\n<div class=\"c-message_kit__gutter\">\r\n<div class=\"c-message_kit__gutter__right\" role=\"presentation\" data-qa=\"message_content\">\r\n<div class=\"c-message_kit__blocks c-message_kit__blocks--rich_text\">\r\n<div class=\"c-message__message_blocks c-message__message_blocks--rich_text\" data-qa=\"message-text\">\r\n<div class=\"p-block_kit_renderer\" data-qa=\"block-kit-renderer\">\r\n<div class=\"p-block_kit_renderer__block_wrapper p-block_kit_renderer__block_wrapper--first\">\r\n<div class=\"p-rich_text_block\" dir=\"auto\">\r\n<div class=\"p-rich_text_section\"><i data-stringify-type=\"italic\">*The brands mentioned in this post are not Iterable customers.<\/i><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>","post_title":"Updated: 3 Ways to Heat Up Your Memorial Day Email Campaigns","post_excerpt":"Memorial Day is a holiday that many Americans eagerly await. Capitalize on that enthusiasm to drive incremental sales with an effective email campaign.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"memorial-day-email-campaigns","to_ping":"","pinged":"","post_modified":"2023-05-16 08:19:10","post_modified_gmt":"2023-05-16 15:19:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=3784","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/051523_Memorial-Day_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"memorial day emails\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/051523_Memorial-Day_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/051523_Memorial-Day_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/051523_Memorial-Day_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/memorial-day-email-campaigns\/"},{"ID":110744,"post_author":"79","post_date":"2023-05-11 10:02:50","post_date_gmt":"2023-05-11 17:02:50","post_content":"<p>At Iterable, we talk a lot about the digital space\u2014emails, SMS, push, in-app, etc\u2014and how marketers can communicate with their customers digitally to make a joyful experience. We\u2019ve also ventured into the physical space talking about effective use cases for direct mail marketing, but there\u2019s so much more to marketing than just these channels.<\/p>\r\n<p>And there\u2019s so much more we can learn from them.<\/p>\r\n<p>With my background in content and journalism, I find myself fascinated with the ways stories are being told. I came across Variety\u2019s recent cover focusing on the writers strike and it\u2026well, struck me.<\/p>\r\n\r\n[caption id=\"attachment_110745\" align=\"alignnone\" width=\"1005\"]<img class=\"size-full wp-image-110745\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Writers-Strike-Variety-Cover-FOR-WEB-Rule-2.webp\" alt=\"Variety Magazine Cover, blank other than nine words with pencil shavings in the bottom right corner\" width=\"1005\" height=\"1298\" \/> <em>Immediately brings me back to sharpening my pencil in class. <a href=\"https:\/\/variety.com\/2023\/tv\/features\/writers-strike-2023-how-long-1235601720\/\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>It would be difficult to have a more minimalistic cover to a magazine, and yet everything you need to know is right here. In nine words we know exactly what the top story of this magazine is. With a small image accent at the bottom we also get the sentiment and emotion of the story: hard work, grinding, and absence.<\/p>\r\n<p>It got me thinking how a magazine cover is the entryway to a publication\u2019s weekly\/monthly\/quarterly issue is similar to an email sent by email marketers, particularly promotions and newsletters.<\/p>\r\n<p>So, with that in mind, let\u2019s take a look at a few things magazine covers do so well that email marketers can keep in mind to tell a story in a small space.<\/p>\r\n<h3>Tips for Better Email Marketing From Magazine Covers<\/h3>\r\n<h4>Know Your Audience<\/h4>\r\n<p>Variety is an entertainment news publication. They know perfectly well their core audience is (1) interested in the latest news in the entertainment industry and (2) already aware of the writers strike. There\u2019s no need for them to say more than nine words to catch their audience\u2019s attention.<\/p>\r\n<p>When you know your audience for who they are and what they want, you can skip the pleasantries. While yes, Variety is a very established brand, it still speaks volumes to the trust they have in their audience to read between the lines\u2014or lack thereof\u2014to know what\u2019s inside the proceeding pages.<\/p>\r\n<p>The above is the most simplistic, straightforward approach, but it is not uncommon to see a busier cover be just as effective. It\u2019s all dependent on the goal of your message. Sometimes your email will have a singular CTA, like Variety\u2019s cover above, and that should be the main attention grabber.<\/p>\r\n<p>On the other hand, you may have a lot to update your audience on so there is more of a need to use the empty space. Let\u2019s look at another entertainment industry publication to see the other side of the spectrum: People.<\/p>\r\n\r\n[caption id=\"attachment_110751\" align=\"alignnone\" width=\"958\"]<img class=\"size-full wp-image-110751\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-11-at-12.39.13-PM.png\" alt=\"People Magazine cover featuring Hugh Grant\" width=\"958\" height=\"1276\" \/> <em>People has often put four stories on their cover for years. Source.<\/em>[\/caption]\r\n\r\n<p>This cover highlighting Hugh Jackman follows a similar style People has employed for years: one main story with three feature stories, and significantly more than nine words. But that\u2019s ok, because People knows their audience has varied interests and chooses their magazine for the options.<\/p>\r\n<p>With email marketing, above arguably all else, brands need to understand who is on the other side of that send button. Are the recipients looking for options, or are they best served with a main story?<\/p>\r\n<p>When determining how to fill the content of your email, focus on who your audience is, what they want, and why they come to your brand to get it.<\/p>\r\n<p>Variety knows the answer to these three prompts: Entertainment industry fans, latest industry updates, detailed focused reporting. Nine words again.<\/p>\r\n<h4>Brand Consistency<\/h4>\r\n<p>Our inboxes are similar to a newsstand. Your message is not alone and only has a passing glance to grab attention. When I\u2019m looking at a newsstand full of magazines\u2014probably in the airport\u2014I\u2019m noticing two things: who has the most eye-catching cover and whose brand I recognize immediately.<\/p>\r\n<p>Brand consistency is vital across all channels, but it\u2019s particularly helpful in email marketing when looking to develop a loyal and engaged audience.<\/p>\r\n<p>Look what comes up when Googling \u201cTime magazine cover.\u201d You know immediately it\u2019s Time when you see that red outline and big, all-caps lettering. I could be sprinting past the newsstand about to miss my flight and still be able to identify that they have the latest issue of Time.<\/p>\r\n\r\n[caption id=\"attachment_110757\" align=\"alignnone\" width=\"1702\"]<img class=\"size-full wp-image-110757\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/screencapture-google-search-2023-05-11-12_40_59-edit.png\" alt=\"Google search results for time magazine cover shows similarly branded images\" width=\"1702\" height=\"2726\" \/> <em>Everyone knows that red border. <a href=\"https:\/\/www.google.com\/search?q=time+magazine+cover&amp;tbm=isch&amp;ved=2ahUKEwjF17nkzuv-AhWSMUQIHVN2DnAQ2-cCegQIABAA&amp;oq=time+magazine+cover&amp;gs_lcp=CgNpbWcQAzIKCAAQigUQsQMQQzIFCAAQgAQyBwgAEIoFEEMyBQgAEIAEMgcIABCKBRBDMgcIABCKBRBDMgUIABCABDIFCAAQgAQyBQgAEIAEMgUIABCABDoICAAQgAQQsQNQ7wVYrgtgsAxoAHAAeACAAesDiAHMB5IBBTYuNC0xmAEAoAEBqgELZ3dzLXdpei1pbWfAAQE&amp;sclient=img&amp;ei=7wFcZIWkNZLjkPIP0-y5gAc&amp;bih=2056&amp;biw=1920&amp;rlz=1C5GCEM_enUS1053US1054\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>Same thing for Cosmopolitan. From the font to the poses to the busy cover like People above, you know immediately.<\/p>\r\n\r\n[caption id=\"attachment_110763\" align=\"alignnone\" width=\"1674\"]<img class=\"size-full wp-image-110763\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/screencapture-google-search-2023-05-11-12_43_30-edit.png\" alt=\"Google search of cosmopolitan magazine cover shows consistent colors and model poses\" width=\"1674\" height=\"2418\" \/> <em>Going beyond just the title, the cover image shape to show similar model poses stays consistent. <a href=\"https:\/\/www.google.com\/search?q=cosmo+magazine+cover&amp;&amp;tbm=isch&amp;ved=2ahUKEwiuwrHs0uv-AhWqCEQIHVkjBLIQ2-cCegQIABAA&amp;oq=Cosmo+magazine+cover&amp;gs_lcp=CgNpbWcQARgAMgUIABCABDIFCAAQgAQyBQgAEIAEMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB46CggAEIoFELEDEEM6BwgAEIoFEEM6CAgAEAgQBxAeUOoKWP0RYI0faAFwAHgAgAFZiAGqBJIBATeYAQCgAQGqAQtnd3Mtd2l6LWltZ8ABAQ&amp;sclient=img&amp;ei=MgZcZK7hD6qRkPIP2caQkAs&amp;bih=2056&amp;biw=1920&amp;rlz=1C5GCEM_enUS1053US1054\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>Your email and magazine still has to provide value in the content, but it\u2019s unlikely your audience will even reach the content if they don\u2019t first recognize the branding. If you back up good, consistent design with value, the brand recognition that comes from that first glance will ensure readers take a pause to see what you have to say.<\/p>\r\n<h4>Color and Contrast<\/h4>\r\n<p>The last piece of advice for email marketing that brands can take from magazine cover designers is something email has been doing for a while, but it\u2019s worth a reminder: don\u2019t forget to use color!<\/p>\r\n<p>Time\u2019s iconic red. Variety\u2019s use of white. Wired\u2019s use of contrasting colors. There are a host of examples in the magazine world that highlight the importance of using proper color complements and contrast to attract attention.<\/p>\r\n<p>As you\u2019d expect\u2026or hope\u2026fashion publications like Vogue often nail these concepts. This cover uses shades of red and blue while using shadow on the model to provide contrast.<\/p>\r\n\r\n[caption id=\"attachment_110769\" align=\"alignnone\" width=\"1090\"]<img class=\"size-full wp-image-110769\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-11-at-12.48.26-PM.png\" alt=\"Cara Delevingne standing center on the cover, against a light blue background with large VOGUE text in red behind her head\" width=\"1090\" height=\"1446\" \/> <em>A lighter background allows for the more contrasted focal point to shine. <a href=\"https:\/\/alltimedesign.com\/magazine-cover-design\/\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>Whether your audience is flipping through the newsstand or quickly scrolling through emails, a striking set of colors will often be cause for pause. We\u2019ve talked about color in our annual design trends posts (email design in <a href=\"https:\/\/iterable.com\/blog\/2023-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">2023<\/a>, <a href=\"https:\/\/iterable.com\/blog\/start-fresh-with-these-2022-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">2022<\/a>, <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">2021<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/email-design-trends-2020\/\" target=\"_blank\" rel=\"noopener\">2020<\/a>) so refer back to those to see how your design efforts stack up to the recent trends across the industry.<\/p>\r\n<h3>Email and Magazines: It\u2019s About the Story<\/h3>\r\n<p>I believe in the power of drawing inspiration from outside your industry\u2019s bubble. While journalism and magazine covers aren\u2019t a drastic departure from digital marketing, it\u2019s still useful to analyze how the different use cases are still working towards a similar goal: grabbing and keeping the attention of an audience.<\/p>\r\n<p>So, next time you\u2019re in an airport, coffee shop, waiting room, or wherever else magazine covers live, take a more discerning look and think if there\u2019s anything about it you might adopt into your digital marketing efforts.<\/p>","post_title":"Email Marketing Learnings From Magazine Covers","post_excerpt":"Let\u2019s take a look at a few things magazine covers do that can be used in email marketing to tell a story in a small space.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-marketing-learnings-from-magazine-covers","to_ping":"","pinged":"","post_modified":"2023-05-11 10:32:37","post_modified_gmt":"2023-05-11 17:32:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110744","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Women browsing at a newsstand\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/email-marketing-learnings-from-magazine-covers\/"},{"ID":110710,"post_author":"79","post_date":"2023-05-10 09:18:58","post_date_gmt":"2023-05-10 16:18:58","post_content":"<p>On one hand, it\u2019s essential for small SaaS companies to capitalize software R&amp;D costs promptly and accurately. On the other hand, we can\u2019t expect engineers or engineering managers to devote too much time to software R&amp;D cost capitalization, as it falls outside the scope of their day-to-day job responsibilities. So, how can engineering teams still accomplish R&amp;D cost capitalization without deprioritizing other work? What makes R&amp;D cost capitalization so time-consuming in the first place?<\/p>\r\n<p><em><strong>For a quick refresher on software R&amp;D cost capitalization read <a href=\"https:\/\/iterable.com\/blog\/7-steps-to-streamline-the-software-rd-cost-capitalization-process\/\" target=\"_blank\" rel=\"noopener\">7 Steps to Streamline the Software R&amp;D Cost Capitalization Process<\/a>.<\/strong><\/em><\/p>\r\n<h3>The Challenges of Software R&amp;D Cost Capitalization<\/h3>\r\n<p>In particular, capitalizing software R&amp;D costs can be challenging due to the difficulty in measuring the costs associated with R&amp;D projects, including the costs of labor, materials, and overhead. These costs are often spread out over an extended period of time and are difficult to allocate to specific projects, which can make it difficult for companies to accurately determine the potential benefits and outcomes of these projects.<\/p>\r\n<p>Let\u2019s take a closer look at some of these challenges.<\/p>\r\n<h4>Difficulty in Measurement<\/h4>\r\n<p>Measuring the costs associated with R&amp;D projects can be a complex and challenging task due to various factors. One of the key factors that contribute to this difficulty is the nature of engineering work, which can be hard to track and allocate costs to. Unlike other business activities, engineering work can be multifaceted and involve a great deal of collaboration and teamwork.<\/p>\r\n<p>Engineers often work on multiple projects simultaneously, making it challenging to keep track of the time and resources they allocate to each project. Moreover, engineering work involves different phases, each with varying costs. For instance, the early stages of an R&amp;D project may require more research and experimentation, which can be time-consuming and costly, while the later stages may require more prototyping and testing, which can require different types of resources.<\/p>\r\n<p>Additionally, it can be difficult to assign costs to specific individuals or projects due to the collaborative nature of engineering work. Engineers may work together on a project, and their contributions may not be easily distinguishable.<\/p>\r\n<h4>Time-Sensitivity<\/h4>\r\n<p>When it comes to capitalizing software R&amp;D costs, companies face a significant challenge\u2014the time-sensitive nature of the process. With the need to finalize financial reporting at the end of a month or quarter, companies have a short window to accurately track and allocate costs associated with R&amp;D projects.<\/p>\r\n<p>This time pressure can lead to errors and inaccuracies in project expenses, resulting in the misallocation of costs that can have <a href=\"https:\/\/www.aprio.com\/its-official-software-development-included-in-tax-definition-of-rd\/\" target=\"_blank\" rel=\"noopener\">serious legal and regulatory consequences<\/a>. Additionally, employees involved in the process may feel rushed and not have enough time to thoroughly review and document project expenses, leading to the use of inaccurate data or assumptions.<\/p>\r\n<p>The time-sensitive nature of software R&amp;D cost capitalization can also create additional pressure on companies to prioritize completing financial reporting over other aspects of project management. This can make it challenging to effectively monitor progress, identify risks, and make necessary adjustments to ensure project success.<\/p>\r\n<p>Overall, it's essential for companies to recognize the time-sensitive nature of software R&amp;D cost capitalization and plan accordingly to avoid errors and inaccuracies. By prioritizing accurate and thorough tracking and allocation of costs, companies can ensure that their financial reporting is reliable and their R&amp;D projects are effectively managed for success.<\/p>\r\n<h4>The Difficulty in Manage Cross-Team Work<\/h4>\r\n<p>When it comes to capitalizing software R&amp;D costs, collaboration is key. R&amp;D projects typically involve multiple teams, including product management, engineering, finance, and auditing, who all need to work together to ensure accurate financial reporting. But this collaborative process can be challenging, especially when teams have different priorities or don't fully understand each other's roles and responsibilities.<\/p>\r\n<ul>\r\n\t<li><strong>Product teams<\/strong> are responsible for creating customer-facing R&amp;D projects and setting goals and timelines.<\/li>\r\n\t<li><strong>Engineering teams<\/strong> carry out the work involved in R&amp;D projects and must accurately track their time and expenses while ensuring that they are allocated to the correct projects and phases.<\/li>\r\n\t<li><strong>Engineering managers<\/strong> oversee their team's work and ensure they are meeting project goals and timelines.<\/li>\r\n\t<li><strong>Finance teams<\/strong> play a critical role in logging and documenting project expenses and ensuring they are accurately recorded in the company's financial statements. They must work closely with engineering teams to track expenses and allocate them correctly, while also validating the accuracy of financial statements with auditing teams.<\/li>\r\n<\/ul>\r\n<p>The need for cross-team collaboration can make it challenging for companies to accurately track and allocate software R&amp;D costs. Miscommunications or misunderstandings can occur, leading to errors or inaccuracies in financial reporting. However, by prioritizing open and transparent communication between teams and ensuring that everyone understands their roles and responsibilities, companies can overcome these challenges.<\/p>\r\n<p>To foster a culture of collaboration, companies must provide teams with the necessary resources and support. This includes tools for accurate tracking and reporting of expenses, as well as training and education to ensure everyone understands the software R&amp;D cost capitalization process. By doing so, companies can successfully track and allocate software R&amp;D costs while ensuring accurate financial reporting.<\/p>\r\n<h3>Why Iterable Uses Jellyfish<\/h3>\r\n<p>Jellyfish is a software tool that can provide many benefits when used for R&amp;D project cost capitalization. With Jellyfish, we automated many of the processes involved in R&amp;D project cost capitalization, access a dedicated customer success team that understands our needs and can provide support as needed, customize the functions and view specific baked on our needs and requirements, improved accuracy, and gain higher-level information that can inform strategic decision-making.<\/p>\r\n<p>Here are some ways in which Jellyfish can be used for R&amp;D project cost capitalization:<\/p>\r\n<ul>\r\n\t<li><strong>Track Project Costs:<\/strong> Jellyfish allows us to track all expenses related to your R&amp;D project, including salaries, equipment, and materials. By doing so, we can determine the total cost of the project.<\/li>\r\n\t<li><strong>Allocate Costs<\/strong>: Jellyfish allows us to allocate costs to specific projects, phases, or tasks. This enables us to track the costs associated with each individual R&amp;D project, by person, by epic etc which is important for capitalization purposes.<\/li>\r\n\t<li><strong>Customized Capitalization Rules<\/strong>: Jellyfish can help us apply capitalization rules to our R&amp;D project costs. For example, by using jellyfish, we can connect our customized jira field to Jellyfish, giving engineers different allowance percentages by level.<\/li>\r\n\t<li><strong>Generate Reports<\/strong>: Jellyfish provides various reporting features that allow us to generate reports on project costs and capitalization. This can help us to ensure compliance with accounting standards and provide stakeholders with accurate information about the financial position of your company.<\/li>\r\n\t<li><strong>Integrate with Other Tools<\/strong>: Jellyfish can integrate with other tools such as Jira and Git, which can provide additional data on project costs and progress. This can help us to make more informed decisions about capitalization and improve your R&amp;D project management overall.<\/li>\r\n<\/ul>\r\n<p>Moreover, they provide exceptional support and service for optimal Jellyfish utilization. I have been extremely satisfied with the reliable and responsive support we have received from the Jellyfish solution team and tech support team. Our dedicated Customer Success Manager (CSM) meets with us weekly to offer guidance, answer questions, and configure our setup for optimal utilization. Their real-time response to address all our concerns has built our confidence in utilizing Jellyfish to its full potential. We truly appreciate the exceptional service and support provided by the Jellyfish team.<\/p>\r\n<h3>R&amp;D Cost Capitalization in the Future<\/h3>\r\n<p>Our small SaaS team was able to achieve improved collaboration by closely working with each other, Jellyfish, and external auditor teams. Our focus on executing all processes correctly while keeping an eye on future scalability has been key to our success. Plus, the transparent and easily traceable data in Jellyfish has given us greater insight into our R&amp;D project progress, enabling us to track deliverables and gain invaluable insights into our development process. We remain confident that by continuing this collaboration and utilizing Jellyfish data, we can achieve our company's future goals with ease.<\/p>","post_title":"How Our Small Engineering Team Improved Collaboration","post_excerpt":"Learn how our small engineering team collaborated to execute our R&D cost capitalization needs\u2014with the help of Jellyfish. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-our-small-engineering-team-improved-collaboration","to_ping":"","pinged":"","post_modified":"2023-05-10 10:04:42","post_modified_gmt":"2023-05-10 17:04:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110710","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 10, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Orange background overlayed on data imagery with the Jellyfish and Iterable logo on top in white\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-our-small-engineering-team-improved-collaboration\/"},{"ID":110522,"post_author":"79","post_date":"2023-05-04 11:35:18","post_date_gmt":"2023-05-04 18:35:18","post_content":"<p>Recently, organizations have struggled to fully utilize their marketing investments and, according to a recent <a href=\"https:\/\/emtemp.gcom.cloud\/ngw\/globalassets\/en\/marketing\/documents\/marketing_research_repackage-martech_survey_final.pdf\" target=\"_blank\" rel=\"noopener\">Gartner<\/a> survey, marketers are only utilizing 42% of platform capabilities\u2014a 16% drop in the last two years. In today\u2019s <a href=\"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/\" target=\"_blank\" rel=\"noopener\">macroeconomic environment<\/a> it is critical for organizations to realize the benefits in their investments to gain efficiency and enable lean marketing teams to succeed. Here are the steps you can take to maximize your martech investments.<\/p>\r\n<h3>1. Define Goals With a Value Map<\/h3>\r\n<p>Before your marketing team can unlock the full potential of your martech, you need to understand your goals and objectives. Why did you invest in this technology to begin with? One way to do this is by creating a value map.<\/p>\r\n<p>Think of value mapping as a funnel. Start broad and get more specific.<\/p>\r\n<ol>\r\n\t<li><strong>Goals<\/strong>: First, define your overarching business goals. What does the company want to achieve broadly?<\/li>\r\n\t<li><strong>Strategies<\/strong>: Then, decide what strategies the company will pursue to achieve those overarching goals. What strategy does the business need to focus on to achieve the goal?<\/li>\r\n\t<li><strong>Initiatives<\/strong>: From the strategy, look at the initiatives that emerge and the tactics that help your team fulfill those initiatives. What initiatives come out of the strategy? What tactics can make those initiatives happen?<\/li>\r\n\t<li><strong>KPIs<\/strong>: Then, look at the key performance indicators (KPIs) that will define success. How can the business measure success?<\/li>\r\n\t<li><strong>Solutions<\/strong>: Lastly, determine what business capabilities, technical capabilities, and solutions are needed to impact those KPIs. What capabilities (business and tech) and solutions exist to enable the tactics? What solution features are necessary for enabling key capabilities?<\/li>\r\n<\/ol>\r\n<p>Value mapping involves a series of steps that will help you measure the financial impact of your business initiatives as well as the investments you need to make to succeed. This should be a collaborative process across the entire organization.<\/p>\r\n<p><strong>How it Boosts ROI<\/strong>: Value mapping gives you, your team, and your organization an agreed upon north star that keeps everyone going in the same direction, making ROI tracking easier and more tangible.<\/p>\r\n<h3>2. Use Lifecycle Marketing to Keep Customers Engaged<\/h3>\r\n<p>Once you have defined value for your organization you can start to look at how lifecycle marketing delivers joyful experiences. As a refresher, <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/customer-engagement\/what-is-lifecycle-marketing\/\" target=\"_blank\" rel=\"noopener\">lifecycle marketing<\/a> revolves around keeping customers engaged with your brand\u2014even after a purchase. Understanding how your customers interact with your brand throughout their entire lifecycle\u2014and beyond\u2014is essential for creating personalized and targeted messaging that resonates with each customer at every stage of their unique journeys.<\/p>\r\n\r\n[caption id=\"attachment_110526\" align=\"alignnone\" width=\"1200\"]<img class=\"wp-image-110526 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/lifecycle-map.png\" alt=\"Maximize martech investments with lifecycle mapping\" width=\"1200\" height=\"1500\" \/> <em>\u00a0Understanding the customer lifecycle can help your marketing team prioritize.<\/em>[\/caption]\r\n\r\n<p>Your martech tools should be able to create messages for each customer at every touchpoint as they move through the lifecycle. Better yet, by leveraging your martech stack, you can automate and optimize these marketing efforts, resulting in better engagement, conversion rates, and customer loyalty.<\/p>\r\n<p><strong>How it Boosts ROI<\/strong>: By using martech tools to address the pain points in the customer lifecycle that need improving, your brand can keep customers engaged and ultimately move them down the funnel.<\/p>\r\n<h3>3. Channel Plan to Help Prioritize Strategies<\/h3>\r\n<p>Lastly, you can get more from your martech tools by channel planning. Channel planning refers to the process of identifying which channels are most effective for reaching a target audience. It involves analyzing different channels, such as email, SMS, MMS, push, in-app, etc. and selecting the ones that are most effective.<\/p>\r\n<p>The best part? You don\u2019t have to do this manually. By using your martech tools, you can run <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-About-Experiments-\" target=\"_blank\" rel=\"noopener\">experiments<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/sections\/201058999-A-B-Experiments\" target=\"_blank\" rel=\"noopener\">A\/B tests<\/a> and, along with collecting <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero<\/a>- and first-party customer data, use the information gathered to determine which channels are the most effective for each individual user and automate future messaging.<\/p>\r\n<p><strong>How it Boosts ROI<\/strong>: Channel planning can help your team not only understand which channels your martech tools can activate, but on which of those channels your team should be focusing. Time is money\u2014saving your team time can save your team money.<\/p>\r\n<h4>Combining Lifecycle Marketing and Channel Planning<\/h4>\r\n<p>Lifecycle marketing and channel planning can also be combined to increase martech ROI. For example, there are a handful of steps in the customer lifecycle\u2014awareness, consideration, purchase, advocacy and loyalty. Focusing on these stages separately, and channel planning within each stage, can help your team design an effective customer journey to get the most bang for your buck.<\/p>\r\n<p>When thinking about what channels to use in each stage, think about the benefits of each channel. Take awareness, for example. SMS (Short Message Service) and MMS (Multimedia Messaging Service) are two different types of messaging services that can be used in your onboarding strategy. SMS is a text-only format that supports up to 160 characters. It is suitable for sending brief messages, such as reminders, notifications, and alerts. MMS, on the other hand, is a multimedia format that supports text, images, videos, and audio files. MMS messages can be up to 500 KB in size, and they require a data connection to send and receive.<\/p>\r\n\r\n[caption id=\"attachment_110540\" align=\"alignnone\" width=\"1114\"]<img class=\"wp-image-110540 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-04-at-1.27.42-PM.png\" alt=\"Use channel planning to maximize your martech investment\" width=\"1114\" height=\"1150\" \/> <em>Here\u2019s an example of a cross-channel customer journey.<\/em>[\/caption]\r\n\r\n<p>So, when deciding between SMS and MMS in the awareness stage, consider the content of your message. If you were only sending a brief text message, like a transactional message, you\u2019d use SMS. But, because awareness messages generally contain more information on the brand, like photos or videos, you\u2019d likely use MMS.<\/p>\r\n<p><em>For more information on SMS see our SMS guide <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/The-Savvy-Marketers-Guide-to-Building-a-Stellar-SMS-Strategy.pdf\" target=\"_blank\" rel=\"noopener\">HERE<\/a>.<\/em><\/p>\r\n<h3>Increasing the Return on Your Martech Investment<\/h3>\r\n<p>By focusing on value mapping, lifecycle marketing, and channel planning, your marketing team can make the most of your martech tools. Understanding all the capabilities of your marketing platform is critical for creating great customer experiences.<\/p>\r\n<p>Value mapping, lifecycle marketing, and channel planning work together to bring to life a successful marketing strategy, and when used together, they can improve the customer experience in several ways including improving the consistency in the experience across channels, providing relevant messaging, and understanding the preferred channel across the customer journey to reach your target audience\u2014ultimately having a positive impact on revenue.<\/p>\r\n<p><em>To learn more about Iterable's capabilities and how it can deliver maximum value, schedule a <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\">demo today<\/a>.<\/em><\/p>","post_title":"Maximize Your Martech Investments With Value Mapping, Lifecycle Marketing, and Channel Planning","post_excerpt":"Looking to get more bang for your buck? Here are the steps you can take to maximize your martech investments.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"maximize-your-martech-investments","to_ping":"","pinged":"","post_modified":"2023-05-04 11:35:18","post_modified_gmt":"2023-05-04 18:35:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110522","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 04, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/maximize-your-martech-investments\/"},{"ID":110337,"post_author":"104","post_date":"2023-05-03 06:45:16","post_date_gmt":"2023-05-03 13:45:16","post_content":"<p>Curious to hear how the team at Headway became the App of the Day in the US four times in a row?<\/p>\r\n<p>Get ready to level up your marketing game in this webinar where Olena Zarubina, Retention Manager and Ilya Lukach, Strategic Partnership Executive, will reveal how they use Iterable to power their marketing strategies and make personalised experiences that their users love.<\/p>\r\n<p>Olena and Ilya will discuss how Iterable AI-driven features create a more individualised experience for its users and how the improved onboarding journey has even lifted their open rates and app purchases to new heights thanks to sophisticated A\/B testing.<\/p>\r\n<p>Don't miss this chance to learn from the masters of fun and easy growth.<\/p>\r\n<p><strong>Walk away from this webinar understanding how to:<\/strong><\/p>\r\n<ul>\r\n\t<li>segment your subscribers based on behavioural and user data<\/li>\r\n\t<li>personalise activation of your new users<\/li>\r\n\t<li>develop your customers into long-term B2B relations<\/li>\r\n<\/ul>","post_title":"Ask a Builder About: How Headway Leveraged Iterable for Fun and Easy Marketing Success","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-how-headway-leveraged-iterable-for-fun-and-easy-marketing-success","to_ping":"","pinged":"","post_modified":"2023-06-12 03:39:06","post_modified_gmt":"2023-06-12 10:39:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=110337","menu_order":7,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 03, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":14,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-how-headway-leveraged-iterable-for-fun-and-easy-marketing-success\/"},{"ID":110443,"post_author":"79","post_date":"2023-05-02 08:59:28","post_date_gmt":"2023-05-02 15:59:28","post_content":"<p>Last week at <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate '23<\/a> in San Francisco was such a whirlwind!<\/p>\r\n<p>When I look back on the festivities, it\u2019s overwhelming to imagine how I can possibly distill three days of content and networking with dozens of speakers and hundreds of the industry\u2019s leading brand marketers and customer experience experts.<\/p>\r\n<p>As a <a href=\"http:\/\/alyssajarrett.com\" target=\"_blank\" rel=\"noopener\">marketing consultant<\/a> who previously led Iterable\u2019s brand &amp; content team, I\u2019m intimately familiar with Activate since its founding as the company\u2019s flagship event, but only in the past couple of years have I been able to fully appreciate the outside attendee experience.<\/p>\r\n<p>Here are four reasons why I found Activate \u201823 to be uniquely special.<\/p>\r\n<h4>1. Iterable infused inclusivity from the beginning<\/h4>\r\n<p>I\u2019ve been to enough tech conferences to know that opening with a keynote panel exclusively made up of senior women leaders\u2014on the subject of unpacking AI, no less\u2014is a rare feat.<\/p>\r\n<p>Listening to chief marketing and business officers from Iterable, <a href=\"https:\/\/www.strava.com\/\" target=\"_blank\" rel=\"noopener\">Strava<\/a>, <a href=\"https:\/\/vimeo.com\/\" target=\"_blank\" rel=\"noopener\">Vimeo<\/a>, and <a href=\"https:\/\/about.gitlab.com\/\" target=\"_blank\" rel=\"noopener\">GitLab<\/a> set the mood for the rest of the event and created an atmosphere where everyone deserves a seat at the table when it comes to brand-building and customer engagement.<\/p>\r\n<p>This communal feeling was evident as I mingled between sessions, participated in roundtables, and walked around the buzzing partner hall. I spoke with recent college grads, startup entrepreneurs, and marketers on teams of all sizes. Everywhere I turned, there were folks from around the world, in a variety of industries, all looking to solve similar challenges.<\/p>\r\n<p>We\u2019ve all heard the platitude \u201cwe\u2019re all in this together\u201d (many of us sending pandemic emails with this exact sentiment), but at Activate \u201823, this message felt tangible from start to finish.<\/p>\r\n<h4>2. Marketing innovation was front and center<\/h4>\r\n<p>As someone who splits her time between freelance marketing and fiction writing, I\u2019m simultaneously intrigued by and skeptical of AI technology, especially as it relates to the ethics around content creation.<\/p>\r\n<p>But the sessions dedicated to AI managed to open my perspective to the profound impact it will have on businesses, both now and in the future. In <a href=\"https:\/\/www.linkedin.com\/in\/denys-kapush\" target=\"_blank\" rel=\"noopener\">Denys Kapush\u2019s<\/a> presentation, \u201cHow to Include AI as Part of Your Marketing Team,\u201d he referenced jaw-dropping stats, including that the global market for AI in marketing is expected to grow by 578% by 2028, and more than 80% of businesses will adopt AI for online marketing use cases.<\/p>\r\n<p>AI is clearly here to stay, and all the speakers reiterated how this technology is allowing them to dramatically improve their efficiency, reduce costs, and increase revenue. And rather than resist the inevitable, keynote speaker <a href=\"https:\/\/www.linkedin.com\/in\/ukonwa-kuzi-orizu-ojo-10a651\" target=\"_blank\" rel=\"noopener\">Ukonwa Ojo<\/a> advised the audience to consider AI as a further bifurcation of marketing between automation and humanity. According to her, becoming an expert at either is critical, since average work will be less valuable over time.<\/p>\r\n<p>And speaking of valuable\u2026<\/p>\r\n<h4>3. The real value comes from connecting with others<\/h4>\r\n<p>I jotted down so many valuable statistics and insights in the sessions, but the biggest treasures I gained from Activate were, as the clich\u00e9 goes, the friends I made along the way.<\/p>\r\n<p>On the main day of the conference, I attended two roundtables: the women\u2019s empowerment lunch sponsored by <a href=\"https:\/\/www.shawscott.com\/\" target=\"_blank\" rel=\"noopener\">Shaw\/Scott<\/a> and moderated by <a href=\"https:\/\/www.linkedin.com\/in\/markitajack\/\" target=\"_blank\" rel=\"noopener\">Markita Jack<\/a>, Iterable\u2019s VP of Diversity, Equity, and Inclusion, and \u201cNavigating the Job Search Journey,\u201d hosted by <a href=\"https:\/\/www.linkedin.com\/in\/emily-sung\/\" target=\"_blank\" rel=\"noopener\">Emily Sung<\/a>, Sr. Manager of People Operations at <a href=\"https:\/\/www.glassdoor.com\/index.htm\" target=\"_blank\" rel=\"noopener\">Glassdoor<\/a>.<\/p>\r\n<p>Markita shared her lived experiences as a Black woman working previously in banking and urged roundtable participants to \u201ctake up space\u201d because everyone\u2019s voices deserve to be heard.<\/p>\r\n<p>I took that advice to heart in the next roundtable, where I offered my advice to job candidates as a former hiring manager. The result? Several attendees came up to me afterward to ask follow-up questions or add me to their network.<\/p>\r\n<p>It can be too easy to discount what you have to offer, either as a consumer brand or a human being, but these roundtables served as a wonderful reminder that if you speak up with the intent to help your community, the right people will listen.<\/p>\r\n<h4>4. The biggest \u201ca-ha\u201d moments came from the most unexpected places<\/h4>\r\n<p>I\u2019m already a fan of many Iterable customers, whether it\u2019s searching for a forever home on <a href=\"https:\/\/www.redfin.com\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a>, maintaining my to-do list in <a href=\"https:\/\/asana.com\/\" target=\"_blank\" rel=\"noopener\">Asana<\/a>, or reading the latest celebrity news in PEOPLE Magazine, a brand of <a href=\"https:\/\/www.dotdashmeredith.com\/\" target=\"_blank\" rel=\"noopener\">Dotdash Meredith<\/a>.<\/p>\r\n<p>But one of the most intriguing sessions was hosted by the marketing team at <a href=\"https:\/\/www.sandboxx.us\/\" target=\"_blank\" rel=\"noopener\">Sandboxx<\/a>, which connects loved ones to military recruits in basic training. How do Sandboxx customers communicate with service members who have limited use of their cell phones?<\/p>\r\n<p>The answer is through Sandboxx Letters, which provide a critical offline touchpoint to the company\u2019s user journey. Depending on whether a loved one\u2019s email or phone number is provided on the recruit\u2019s family address card, Sandboxx sends email or SMS messaging with updates on the recruit\u2019s military career.<\/p>\r\n<p>As marketers, we\u2019re always told to go cross-channel, but Sandboxx is testament to the tangible impact communication plays in our daily lives. As their team asserted, each user interaction is a touchpoint on a path leading to a conversion. Your company can be selling skincare or improving the morale of the military, and the mission is the same: bringing joy to your customers.<\/p>\r\n<h3>What I Plan to Activate Going Forward<\/h3>\r\n<p>There were so many great nuggets of information I wrote down while attending Activate \u201823, from viral TikTok sensation <a href=\"https:\/\/www.corporatenatalie.com\/\" target=\"_blank\" rel=\"noopener\">Corporate Natalie\u2019s<\/a> reminder that \u201cperfect is boring\u201d to Iterable\u2019s customer success team offering tips to get \u201cone-percent better\u201d with each message.<\/p>\r\n<p>But my favorite was Ukonwa\u2019s poignant truth: \u201cYou will never be the best in the world at something you hate.\u201d Life is offensively short, but it\u2019s also the longest thing we do, so we might as well craft our careers so we can focus on what we love most.<\/p>\r\n<p>I\u2019m already thinking of how I can carry the ethos of Activate into my work. I downloaded TikTok (thanks Corporate Natalie!), I\u2019m considering ways to improve my monthly newsletter, and I\u2019m brainstorming how to maximize my future book launches.<\/p>\r\n<p>Now if I can just get my hands on Iterable\u2019s brand-new <a href=\"https:\/\/iterable.com\/whats-new\" target=\"_blank\" rel=\"noopener\">Copy Assist<\/a>, that would be rad.<\/p>\r\n<p><em>Don't forget, all Activate sessions are on demand now. <a href=\"https:\/\/iterable.com\/activate\/summit\/\">Go watch<\/a>!<\/em><\/p>","post_title":"I Attended Activate \u201823\u2014Here are My 4 Takeaways","post_excerpt":"I\u2019m familiar with Activate since its founding as the company\u2019s flagship event. Here are 4 takeaways that made Activate \u201823 special.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"i-attended-activate-23-here-are-my-4-takeaways","to_ping":"","pinged":"","post_modified":"2023-05-02 08:59:28","post_modified_gmt":"2023-05-02 15:59:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110443","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 02, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/i-attended-activate-23-here-are-my-4-takeaways\/"},{"ID":110316,"post_author":"79","post_date":"2023-04-27 10:06:03","post_date_gmt":"2023-04-27 17:06:03","post_content":"<p>Dotdash Meredith itself may not be a household name, but no other media company has brought so many leading titles under one roof. With 42 brands and counting, including PEOPLE Magazine, Better Homes and Gardens, Travel + Leisure, and Investopedia, Dotdash Meredith is America\u2019s largest digital and print publisher.<\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/brookenp\/\" target=\"_blank\" rel=\"noopener\">Brooke Phillips<\/a>, VP, Growth Marketing, Audience Relationships, at <a href=\"https:\/\/www.dotdashmeredith.com\/\" target=\"_blank\" rel=\"noopener\">Dotdash Meredith<\/a> knows just how big their audience really is. At Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate Summit<\/a> this year, she shared that overall, Dotdash Meredith sends 2 billion emails per month across 200 newsletters and 40 million user profiles.<\/p>\r\n<p>So when your customer communications outgrow the legacy technology used to send them, where do you even start with platform migration?<\/p>\r\n<h3>It\u2019s You, Hi, You\u2019re the Problem, It\u2019s You<\/h3>\r\n<p>Brooke was crystal clear about the source of Dotdash Meredith\u2019s customer engagement issues: it was their previous email service provider (ESP). She explained the ESP was built on outdated technology, primarily cobbled together through large mergers and acquisitions.<\/p>\r\n<p>The lack of seamless integration caused the company\u2019s data to be out of sync, which led to frustrated employees who were responsible for managing the ESP. Contacting the vendor did nothing to assuage their frustration, as the partnership they had was dwindling and the level of support they received was described by Brooke as poor.<\/p>\r\n<p>With the problem explicitly defined and the team united to find a solution, Brooke and her colleagues set out to compare alternative platforms.<\/p>\r\n<h3>Thank You, Next<\/h3>\r\n<p>When evaluating leading customer engagement solutions, the Dotdash Meredith team was aligned on their core goals:<\/p>\r\n<ul>\r\n\t<li><strong>A quick platform<\/strong> that didn\u2019t take hours to send millions of messages<\/li>\r\n\t<li><strong>Modern import and export<\/strong> for data speed and flexibility<\/li>\r\n\t<li><strong>Personalized messaging<\/strong> that\u2019s easy for marketers to build on their own<\/li>\r\n\t<li><strong>A true partnership<\/strong> with high-quality customer success and technical support teams<\/li>\r\n<\/ul>\r\n<p>With such a large company, it can be challenging to meet the expectations of all internal stakeholders\u2014from senior management and finance to the consumer revenue and registration teams. But Dotdash Meredith\u2019s key objectives were shared by the most involved functions:<\/p>\r\n<ul>\r\n\t<li>Marketing prioritized <strong>ease of use<\/strong> and <strong>one-to-one personalization<\/strong><\/li>\r\n\t<li>Operations evaluated <strong>data structure<\/strong> and <strong>integration<\/strong><\/li>\r\n\t<li>Engineering tested for <strong>scalability<\/strong> and <strong>reliability<\/strong><\/li>\r\n<\/ul>\r\n<p>After piloting a sandbox environment in which Iterable sent 1 million messages in 12 minutes\u2014a feat that took over five hours for half the volume with the previous ESP\u2014Dotdash Meredith had found their winner.<\/p>\r\n<h3>Putting Iterable to Work, Work, Work, Work, Work<\/h3>\r\n<p>Not only did Iterable pass the sandbox speed test, but it also achieved the company\u2019s goals and objectives. Specifically, Brooke explained the factors that led her team to Iterable were the platform\u2019s features, functionality, and data efficiencies, as well as the high level of service and strategy provided by its customer service and technical support. The fact that Iterable offered cost-effective pricing was just icing on the customer engagement cake.<\/p>\r\n<p>After the pilot with Iterable, Dotdash Meredith was positioned to support growth through personalized customer experiences, but now the real work was about to begin. And did we mention they only had eight weeks to fully migrate?<\/p>\r\n<p>Once the contract was signed on Halloween, it was off to the races. Dotdash Meredith deployed a rigorous IP warming schedule to send 80 million emails within 40 days. The team coordinated timing for specific brand cadences and monitored their performance metrics after each send.<\/p>\r\n<p>Their dedication and attention to detail paid off. Iterable worked tirelessly over the holidays to ensure their first deployment was completed in December and up-to-speed at full volume in January. By the time February rolled around, Iterable was sending all Dotdash Meredith emails across 40 domains\u2014improving deliverability as a result!<\/p>\r\n<h3>Cue That Large-Scale Migration Victory Song<\/h3>\r\n<p>Dotdash Meredith had their eyes on the prize throughout the entire large-scale migration, owing their success to the organized effort they shared with Iterable\u2019s onboarding team, which joined their planning meetings, daily standups, weekly deliverability calls, and a shared Slack channel for real-time collaboration.<\/p>\r\n<p>Brooke\u2019s team also became platform experts in record time, with 22 members enrolled in Iterable Academy, completing 161 courses. Together they created hundreds of contact lists, automated customer journeys, email snippets, and more key elements for world-class campaigns. They also partnered with <a href=\"https:\/\/www.digioh.com\/\">Digioh<\/a> to create hundreds of forms and form templates to collect vital first- and zero-party customer data.\u00a0<\/p>\r\n<p>Now that such a large-scale migration is complete, Dotdash Meredith is excited to leverage Iterable for even bigger and better things.<\/p>\r\n<p><em>Don\u2019t forget, you can watch <a href=\"https:\/\/activate.iterable.com\/hub\/events\/6f25a22a-dbdf-40bf-b31f-0b1e4cc3425c\/sessions\/f9795ce7-5278-4272-b078-d5b0f981a75a?autoPlay=true\" target=\"_blank\" rel=\"noopener\">Brooke\u2019s full Activate session on-demand<\/a> now. And, to learn how to ensure a smooth transition for your company\u2019s communication strategy, grab a copy of Iterable\u2019s <a href=\"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/\" target=\"_blank\" rel=\"noopener\">Growth Marketing Platform Migration Guide<\/a> or <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How Dotdash Meredith Tackled a Large-Scale Migration to Iterable","post_excerpt":"When your customer communications outgrow the legacy technology used to send them, where do you even start with a large-scale migration?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-dotdash-meredith-tackled-a-large-scale-migration-to-iterable","to_ping":"","pinged":"","post_modified":"2023-07-10 09:20:30","post_modified_gmt":"2023-07-10 16:20:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110316","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dotdash Meredith large-scale migration to Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-dotdash-meredith-tackled-a-large-scale-migration-to-iterable\/"},{"ID":110137,"post_author":"79","post_date":"2023-04-25 09:56:32","post_date_gmt":"2023-04-25 16:56:32","post_content":"<p>We\u2019ve been pretty quiet about it, but in case you hadn\u2019t heard: last week was Activate Summit in San Francisco! Three days of marketing insights and relationship building. Much like any three-day event attended by hundreds of people in person and even more online, it can feel a bit like a whirlwind\u2014with a side of social hangover (to all our introverted friends, we see you).\u00a0<\/p>\r\n<p>So, to refresh your memory\u2014or trigger your FOMO reflex\u2014we\u2019ve compiled some of the best #activate23 takeaways from last week.<\/p>\r\n<h3>Activate Summit Takeaways<\/h3>\r\n<p>Keynotes are meant to inspire, inform, and energize. This year\u2019s batch of keynote speakers understood the assignment.\u00a0<\/p>\r\n<h4>Killer Keynotes<\/h4>\r\n<p>Kicking off Tuesday, Iterable\u2019s CEO and Founder Andrew Boni celebrated our <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">decade of delivering joy<\/a> before Iterable CMO Adriana Gil Miner was joined by a few of her Friends (\ud83d\udc4f\ud83d\udc4f\ud83d\udc4f\ud83d\udc4f)\u2014Strava CBO Zipporah Allen, GitLab CMO Ashley Kramer, and Vimeo CMO Lynn Girotto.\u00a0<\/p>\r\n<p>The group broke down the hype of AI and put it in practical terms for marketers how we can adapt to changing technologies for the betterment of the customer experience.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110138\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Iterable-Conference-Chloe-Jackman-Photography-13-scaled.jpg\" alt=\"Adri and her &quot;friends&quot; at Activate '23\" width=\"2560\" height=\"1707\" \/><\/p>\r\n<p>On Wednesday, Founder and CEO of Zaia Ventures, and former Global CMO of Amazon Prime Video &amp; Studios, Ukonwa Ojo took the stage with Iterable CLO Sanam Saaber and left everyone in awe.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110144\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/IMG_8886.jpg\" alt=\"Ukonwa Ojo on the Activate Stage\" width=\"961\" height=\"1457\" \/><\/p>\r\n<p>Ukonwa brought extensive career advice starting from her brief stint in finance all the way through her experience leading Amazon Prime Video &amp; Studios to its most successful period. From building a \u201cgo to hell money\u201d fund to advice on taking risks, Ukonwa\u2019s insight truly inspired the whole audience to change the way they view their career development and growth.\u00a0<\/p>\r\n<p>Adri Gil Miner, Iterable\u2019s CMO, summed up the keynote on <a href=\"https:\/\/www.linkedin.com\/posts\/agilminer_activate-activity-7054597888949059584-zoSD?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>: \u201cAn amazing wrap to <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>\u2019s #Activate with the amazing and inspirational <a href=\"https:\/\/www.linkedin.com\/in\/ACoAAAAYZFoBibCAZnU6FNBuKVR8zE3Qtu29aqI\" target=\"_blank\" rel=\"noopener\">Ukonwa Kuzi-Orizu Ojo<\/a> \u2014 real, amazing journey and some incredible advice that I am taking to heart. \u2018You can never be the best at something you don\u2019t love and build some see ya money so you can be bold and take risks\u2019\u201d<\/p>\r\n<p style=\"text-align: left;\"><img class=\"alignnone size-full wp-image-110223\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/screencapture-linkedin-posts-agilminer-activate-activity-7054597888949059584-zoSD-2023-04-25-12_26_55-edit-1.png\" alt=\"Sanam, Ukonwa, Jeff, and Adri\" width=\"1104\" height=\"822\" \/><\/p>\r\n<h4>Wonderful Workshops<\/h4>\r\n<p>Speaking of development, our workshops this year were bustling with activity. The advanced workshop, specifically, went to the next level this year. So exciting seeing all of the new advanced Iterable users finding new ways to make the most of the platform.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110150\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Roundtables-scaled.jpeg\" alt=\"Roundtables at Activate '23\" width=\"1920\" height=\"2560\" \/><\/p>\r\n<h4>Sensational Sessions<\/h4>\r\n<p>Our session speakers brought the heat too.\u00a0<\/p>\r\n<p>As we posted on <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7054536677796556801\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>: <br \/>\r\n<br \/>\r\n\"Our Day 2 Speakers are on fire! \ud83d\udd25\ud83d\udd25\ud83d\udd25 Such amazing takeaways from the first few sessions and fireside chats. Here are a few of our favorites:<br \/>\r\n<br \/>\r\n\ud83d\udca1 Kimberly O'Dell from @<a href=\"https:\/\/www.linkedin.com\/company\/european-wax\/\" data-attribute-index=\"0\" data-entity-type=\"MINI_COMPANY\">EUROPEAN WAX<\/a>: Personalize customer experience by using handlebars and custom events to improve messaging and data processing.<br \/>\r\n<br \/>\r\n\ud83d\udca1 Mikko Westberg at\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/strava-inc.\/\" data-attribute-index=\"2\" data-entity-type=\"MINI_COMPANY\">Strava<\/a>: Improved onboarding by introducing zero-party data collection, resulting in an 8% increase in trial starts and improved 2-week retention rates.<br \/>\r\n<br \/>\r\n\ud83d\udca1 Corporate Natalie's fireside chat: Emphasized authenticity and storytelling in brand building.\"<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110231\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/screencapture-linkedin-feed-update-urn-li-activity-7054536677796556801-2023-04-25-10_37_04-edit-1.png\" alt=\"Corporate Natalie and Mikko Westberg\" width=\"1104\" height=\"1090\" \/><\/p>\r\n<p>https:\/\/twitter.com\/Iterable\/status\/1648763485021515777?s=20<\/p>\r\n<p>https:\/\/twitter.com\/Iterable\/status\/1648755900507668480?s=20<\/p>\r\n<p>https:\/\/twitter.com\/Iterable\/status\/1648383437219176459?s=20<\/p>\r\n<p>Activate, above all else, is a place to learn and be inspired by your fellow marketers. This year\u2019s attendees were treated with takeaway-heavy sessions that were thought-provoking and actionable.<\/p>\r\n<p>Just outside the session rooms, though, more conversations were taking place.\u00a0<\/p>\r\n<h4>Riveting Roundtables<\/h4>\r\n<p>Our roundtables this year sparked active conversations that carried their way throughout the entire event. Special shoutout to our friends at Shaw\/Scott and Glassdoor for hosting roundtables on women\u2019s empowerment and networking.\u00a0<\/p>\r\n<p>Both topics were buzzing even beyond their tables.\u00a0<\/p>\r\n<p>We added on <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7054215281581199360\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>:<\/p>\r\n<p>\"Just wrapped up the Women's Empowerment Roundtable, sponsored by <a href=\"https:\/\/www.linkedin.com\/company\/shaw---scott\/\" data-attribute-index=\"0\" data-entity-type=\"MINI_COMPANY\">Shaw\/Scott<\/a>, and the Networking Roundtable, sponsored by\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/glassdoor\/\" data-attribute-index=\"2\" data-entity-type=\"MINI_COMPANY\">Glassdoor<\/a>, both of which made for incredibly inspiring events \ud83e\udd29.<br \/>\r\n<br \/>\r\n\ud83d\udde3\ufe0f Here's what people are saying about them:<br \/>\r\n<br \/>\r\n\"The roundtables have been a fantastic avenue to build connections and foster a sense of community with peers in my industry. The conversations have been so fun and lively!\"<br \/>\r\n<br \/>\r\n\"The job searching roundtable was packed with passionate, curious professionals who asked rapid fire questions from beginning to end. That\u2019s the kind of talent any business would be lucky to bring on board!\"<br \/>\r\n<br \/>\r\nThank you to everyone who participated and made it a success!\"<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110237\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/screencapture-linkedin-feed-update-urn-li-activity-7054215281581199360-2023-04-25-11_44_08-edit-1.png\" alt=\"Roundtables are buzzing!\" width=\"1098\" height=\"1094\" \/><\/p>\r\n<p>As one attendee pointed out: <strong>\u201cThe job searching roundtable was packed with passionate, curious professionals who asked rapid fire questions from beginning to end. That\u2019s the kind of talent any business would be lucky to bring on board!\u201d<\/strong><\/p>\r\n<h4>Exciting Extras<\/h4>\r\n<p>Every once in a while though, we have a little fun, and the Iterator team stepped it up a notch this year.\u00a0<\/p>\r\n<p>Ken Rahn, Senior Enterprise Account Executive at Iterable, kicked off the whole show with an Iterable-themed rendition of Harry Styles\u2019 \u201cAs It Was.\u201d<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110199\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Iterable-Conference-Chloe-Jackman-Photography.jpg\" alt=\"Ken singing on the activate stage\" width=\"8256\" height=\"5504\" \/><\/p>\r\n<p>And last, but certainly not least, Iterable\u2019s own CFO Will Johnson and Neil Smith, Vice President of Technical Support, took us back to the days of Nirvana, Blink-182, and more at the Activate after party.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110170\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/ActivateSummit23_159.jpg\" alt=\"Will Johnson Shredding at the Activate After Party\" width=\"5760\" height=\"8640\" \/><\/p>\r\n<p>And while we didn\u2019t capture all of the fun memories\u2014probably for the best \ud83d\ude1c\u2014we did capture all the takeaways. <em>Visit the <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate website<\/a> to watch all of the great sessions on-demand.\u00a0<\/em><\/p>\r\n<p>And keep an eye out for any future Activate events in your area.\u00a0<\/p>","post_title":"Activate Summit 23: Recap and Takeaways","post_excerpt":"To refresh your memory\u2014or trigger your FOMO reflex\u2014we\u2019ve compiled some of the best activate takeaways from last week.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-23-recap-and-takeaways","to_ping":"","pinged":"","post_modified":"2023-04-25 09:56:32","post_modified_gmt":"2023-04-25 16:56:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110137","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 25, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Takeaways\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-23-recap-and-takeaways\/"},{"ID":109838,"post_author":"79","post_date":"2023-04-18 09:51:13","post_date_gmt":"2023-04-18 16:51:13","post_content":"<p>When we started Iterable a little over 10 years ago, our goal was simple: to help companies unlock growth by transforming the way they communicate with their customers. Our vision was to build a platform that would empower modern marketers to create resonant and joyful experiences at scale, across every device and channel.<\/p>\r\n<p>It is hard to believe how quickly time has flown since we started back in 2013! But as I reflect on the journey we've taken to get here, I feel immense pride in what we have accomplished: over the past decade, we transformed customer communication and have helped over 1,000 of the world's most innovative brands build and scale personalized communications across email, mobile, social, and web channels.<\/p>\r\n<h3>Introducing the Next Generation of Iterable<\/h3>\r\n<p>While I am grateful for the last 10 years, I\u2019m even more excited about what lies ahead. We\u2019re now entering a new era in marketing\u2014personalization in the age of AI\u2014 and Iterable plans to be there, empowering next-gen marketers with the capabilities they need to deliver individualized, harmonized, and dynamic communications that deliver joy.<\/p>\r\n<h4>Augmenting Modern Marketers With Expanded AI Suite<\/h4>\r\n<p>In today\u2019s landscape, marketers are challenged to do more with less\u2014to drive greater impact and revenue with reduced time and resources. Building off the success of our <strong><a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a><\/strong>, which catalyzes growth for marketers through explainability, simplification, and automation, we\u2019ve continued to expand our AI offerings with a few new additions.<\/p>\r\n<p>Our AI-powered <strong>Next Best<\/strong> Action feature automatically recommends audience segments, creates pre-populated copy, and quickly sets up the campaign. With the help of our generative-AI tool, <strong>Copy Assist<\/strong>, marketers can generate copy ideas and iterate messaging quickly, allowing marketers to create highly personalized messages faster than ever before!<\/p>\r\n<p>We are also excited to introduce our <strong>AI-Powered Frequency Optimization feature<\/strong>, which will help marketers optimize the number of messages sent to each individual user, eliminating message fatigue and reducing unsubscribe rates.<\/p>\r\n<blockquote>\r\n<p><em>\u201cAt Redfin, we face the challenge of keeping our millions of users engaged with our platform. Leveraging one of the tools in Iterable\u2019s AI Suite, Predictive Goals, we\u2019re able to deliver hyper-personalized experiences with ease and greater intelligence, driving results for our business and our clients. Predictive Goals has been an absolute game-changer for our team, maximizing our efficiencies and accelerating time to value. We\u2019ve seen the tangible benefits of AI on our business, and look forward to seeing the impact of Iterable\u2019s new AI innovations.\u201d <\/em><\/p>\r\n<p><em>- Lisa Tulloch, Email Marketing Channel Manager at Redfin<\/em><\/p>\r\n<\/blockquote>\r\n<h4>Delivering Harmonized and Personalized Experiences With Next Generation of In-App Messaging<\/h4>\r\n<p>Today's customers demand personalized and consistent interactions with brands across all devices and channels in real-time and at scale, and yet most brands are underutilizing their in-app experience. To help marketers meet these high customer expectations and this untapped opportunity, we\u2019ve launched a new generation of in-app messaging featuring <strong>Embedded Messages<\/strong>.<\/p>\r\n<p><strong>Embedded Messages<\/strong> offers marketers the ability to create customized, native messaging that engages users where they are, while also reducing friction, mitigating unsubscribes, and increasing customer engagement through real-time eligibility.<\/p>\r\n\r\n[caption id=\"attachment_109845\" align=\"alignnone\" width=\"2382\"]<img class=\"wp-image-109845 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Screen-Shot-2023-04-14-at-2.26.40-PM.png\" alt=\"Iterable embedded messages\" width=\"2382\" height=\"1786\" \/> <em>Deliver non-intrusive, in-line messaging in both apps and websites with Embedded Messages.<\/em>[\/caption]\r\n\r\n<p>And as part of our continued efforts to expand our channel offerings, I\u2019m also excited to share that we\u2019ve added <strong>Roku as an OTT<\/strong> channel, enabling marketers to build cohesive in-app messaging experiences across mobile, desktop, and Connected TV!<\/p>\r\n<h4>Build Faster Campaigns Your Way<\/h4>\r\n<p>Iterable is always about bringing joy to the dreamers, makers, and builders of customer experiences so in this release we made our UX more flexible and easier to use.<\/p>\r\n<ul>\r\n\t<li>Our new <strong>one-page campaign setup<\/strong> allows marketers to configure campaigns in any order they want, making it easy to design, visualize, and launch compelling customer journeys.<\/li>\r\n\t<li>With our redesigned <strong>Audience Selection Tools<\/strong>, marketers can target the right audience faster.<\/li>\r\n\t<li>With quick access to our <strong>Send Time Settings<\/strong>, marketers can deploy campaigns with the confidence that their messages will be delivered at precisely the right time in our new and improved UX.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_109894\" align=\"alignnone\" width=\"2200\"]<img class=\"size-full wp-image-109894\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Campaign-Modernization-Hero-Green.png\" alt=\"Iterable Campaign Modernization\" width=\"2200\" height=\"1200\" \/> <em>With the new one-page process and updated design, creating campaigns is more flexible and efficient than ever. <\/em>[\/caption]\r\n\r\n<h3>Celebrating Our Journey and Looking Forward to the Future<\/h3>\r\n<p>For any business, a 10-year anniversary is an incredible milestone\u2014a sign of resilience, momentum, and the notion that we're solving a massive pain point. And while this is certainly all true for our company, this 10-year anniversary is a sign of what the entire Iterable community\u2014our customers, partners, and team\u2014can achieve when working together!<\/p>\r\n<p>We\u2019ve come a long way since 2013, but we're still in the early chapters\u2014we have so much more to do! The innovations in this release are a signal of what\u2019s to come\u2014another decade of innovation, creativity, collaboration and joy. We have a bright future ahead of us!<\/p>\r\n<p><em>Want to learn more? Check out <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">what's new<\/a>.<\/em><\/p>","post_title":"Delivering Joy With New AI-Powered Marketing Capabilities & Next-Gen In-App Messaging","post_excerpt":"We\u2019re entering a new era of personalization in the age of AI. Iterable empowers marketers with the capabilities they need to deliver joy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-ai-powered-marketing-capabilities-next-gen-in-app-messaging","to_ping":"","pinged":"","post_modified":"2023-04-18 10:04:53","post_modified_gmt":"2023-04-18 17:04:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109838","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"spring release AI\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/"},{"ID":109240,"post_author":"97","post_date":"2023-04-17 13:43:03","post_date_gmt":"2023-04-17 20:43:03","post_content":"<p><span style=\"font-weight: 400;\">From day one, joy has been the driving force of our business; we connect people with products that bring them joy, and empower marketers with the capabilities to create joyful experiences for their customers. Over the last decade, we\u2019re proud to share that we've enabled over 1000 brands and businesses to deliver joy to millions of people around the world!\u00a0\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">To mark this milestone\u2014a Decade of Delivering Joy\u2014we wanted to celebrate some of our favorite customer success stories across the years. So we put together a special edition Customer Lookbook to showcase how a vast array of businesses have leveraged Iterable to solve major pain points, maximize their marketing investments, and build trust with <\/span><i><span style=\"font-weight: 400;\">their <\/span><\/i><span style=\"font-weight: 400;\">customers.\u00a0<\/span><\/p>","post_title":"Customer Lookbook: Celebrating a Decade of Delivering Joy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"decade-delivering-customer-joy","to_ping":"","pinged":"","post_modified":"2023-04-18 07:16:51","post_modified_gmt":"2023-04-18 14:16:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=109240","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"April 17, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/decade-delivering-customer-joy\/"},{"ID":109811,"post_author":"79","post_date":"2023-04-14 10:28:01","post_date_gmt":"2023-04-14 17:28:01","post_content":"<p>Each year brings new advancements, both in the technologies consumers use and in the laws and regulations imposed on those technologies to protect customer data. 2023, of course, is no exception.<\/p>\r\n<p>However, reporters well-versed in data privacy and security have noted a distinct and profound shift in recent years. While traditionally, privacy protections have been rooted in a <a href=\"https:\/\/www.reuters.com\/legal\/legalindustry\/us-data-privacy-laws-enter-new-era-2023-2023-01-12\/\" target=\"_blank\" rel=\"noopener\">\u201charms-prevention-based\u201d<\/a> approach, today, under the <a href=\"https:\/\/www.reuters.com\/legal\/legalindustry\/us-data-privacy-laws-enter-new-era-2023-2023-01-12\/\" target=\"_blank\" rel=\"noopener\">\u201crights-based\u201d<\/a> approach of the EU\u2019s General Data Protection Regulation (GDPR) and similar regulations, individuals have been empowered as the legal owners of their personal data.<\/p>\r\n<p>This shift to protect an individual\u2019s right to decide how their data can be used, and who has access to it, will only expand in the years to come.<\/p>\r\n<p>In this post, we\u2019ll summarize what consumer brands can expect from data privacy protections in 2023 and beyond, including:<\/p>\r\n<ul>\r\n\t<li>New privacy laws and regulations going into effect this year<\/li>\r\n\t<li>The legal trends we\u2019re seeing for mobile marketing channels<\/li>\r\n\t<li>The growing use of artificial intelligence (AI) and how the world is responding<\/li>\r\n\t<li>Quick takeaways on what these developments mean for your business<\/li>\r\n<\/ul>\r\n<p><em>This article is designed to be a brief overview of 2023 data privacy, security, and compliance updates. For Iterable\u2019s specific privacy and anti-spam policies, please visit our <a href=\"https:\/\/iterable.com\/trust\/\" target=\"_blank\" rel=\"noopener\">Trust Center<\/a>.<\/em><\/p>\r\n<h3>Protection at Home: Updates to U.S. Regulations<\/h3>\r\n<p>Five U.S. states have new statutes going live in 2023:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/cppa.ca.gov\/faq.html\" target=\"_blank\" rel=\"noopener\">The California Privacy Rights Act (CPRA)<\/a>, effective Jan. 1, 2023, amends the California Consumer Privacy Act (CCPA) by creating a new state agency and adding rights to rectification, restriction, and sensitive personally identifiable information (PII). These amendments will protect consumers\u2019 rights to correct inaccurate data and limit the use and disclosure of the PII collected about them.<\/li>\r\n\t<li><a href=\"https:\/\/leg.colorado.gov\/bills\/sb21-190\" target=\"_blank\" rel=\"noopener\">The Colorado Privacy Act (CPA)<\/a>, and <a href=\"https:\/\/portal.ct.gov\/AG\/Sections\/Privacy\/The-Connecticut-Data-Privacy-Act#:~:text=On%20May%2010%2C%202022%2C%20Governor,a%20comprehensive%20consumer%20privacy%20law.\" target=\"_blank\" rel=\"noopener\">The Connecticut Data Privacy Act (CTDPA)<\/a>, both effective July 1, 2023, require controllers to conduct data protection assessments for each of their high-risk processing activities. The controllers these acts apply to include commercial businesses that are intentionally targeted to state residents and that either (1) control or process personal data of at least 100,000 consumers annually or (2) derive revenue from the sale of personal data of at least 25,000 consumers.<\/li>\r\n\t<li><a href=\"https:\/\/pro.bloomberglaw.com\/brief\/what-is-the-vcdpa\/#:~:text=The%20VCDPA%20gives%20consumers%20the,targeted%20advertising%20and%20sales%20purposes.\" target=\"_blank\" rel=\"noopener\">The Virginia Consumer Data Protection Act (VCDPA)<\/a>, effective Jan. 1, 2023, provides similar protections as other states but was amended in April 2022 to include a \u201cright-to-delete\u201d exception for businesses that obtained personal data from a source other than the consumer.<\/li>\r\n\t<li><a href=\"https:\/\/iapp.org\/news\/a\/utah-becomes-fourth-state-to-enact-comprehensive-consumer-privacy-legislation\/\" target=\"_blank\" rel=\"noopener\">The Utah Consumer Privacy Act (UCPA)<\/a>, effective Dec. 31, 2023, has a much narrower scope than other state statutes and favors businesses in its approach to consumer privacy. Controllers subject to the UCPA are not required to conduct risk assessments, recognize universal opt-out signals or grant Utah consumers the right to correct data inaccuracies.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: With more states enacting consumer privacy protections, we expect the rest to follow suit, sooner or later. U.S. businesses should take a proactive approach to data privacy by aligning their processes to statutes that require the most transparency on behalf of customers.<\/p>\r\n<h3>Protection Abroad: Global Regulation at a Glance<\/h3>\r\n<p>A host of new privacy laws are expected around the world, so while this list is not exhaustive, these are the ones making major headlines:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iapp.org\/news\/a\/2023-canada-private-sector-privacy-law-reform-keeping-track-of-moving-parts\/\" target=\"_blank\" rel=\"noopener\">Canada\u2019s Digital Charter Implementation Act<\/a>, Bill C-27, expected to become federal law in 2023, creates an enforcement regime and recommends penalties reaching the higher of $10 million CAD or 3 percent of an organization\u2019s previous year's gross global revenue.<\/li>\r\n\t<li><a href=\"https:\/\/iapp.org\/news\/a\/india-proposes-digital-personal-data-protection-act-2022\/\" target=\"_blank\" rel=\"noopener\">India\u2019s Digital Personal Data Protection Bill<\/a> proposes data processors, called data fiduciaries, to obtain consumer consent and provide notice and purpose of data collection. It establishes a board to oversee compliance and impose penalties of up to 5 billion rupees.<\/li>\r\n\t<li><a href=\"https:\/\/www.whitehouse.gov\/briefing-room\/statements-releases\/2022\/10\/07\/fact-sheet-president-biden-signs-executive-order-to-implement-the-european-union-u-s-data-privacy-framework\/\" target=\"_blank\" rel=\"noopener\">The EU-US Data Privacy Framework<\/a> was signed via executive order by President Biden in October 2022 to provide a mechanism for the transfer of data across EU and U.S. borders. A determination is expected by the European Commission this year, and if approved, will become effective immediately.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: Data moves much more freely than physical products, but its safety is just as important. These new global regulations often come with strict penalties, so it behooves brands to consult appropriate legal counsel regardless of where they\u2019re headquartered.<\/p>\r\n<h3>Protection in Your Pocket: Mobile Data Privacy<\/h3>\r\n<p>While brands take a wait-and-see approach to the potential <a href=\"https:\/\/digiday.com\/marketing\/when-it-comes-to-tiktok-some-marketers-proceed-with-caution\/\" target=\"_blank\" rel=\"noopener\">U.S. ban of TikTok<\/a>, the battle of Big Tech continues as Google and Apple drive the final nails into the coffin of third-party cookies:<\/p>\r\n<ul>\r\n\t<li>Google\u2019s <a href=\"https:\/\/blog.google\/products\/android\/the-privacy-sandbox-beta-is-coming-to-android\/\" target=\"_blank\" rel=\"noopener\">Privacy Sandbox Beta<\/a> is coming to Android early this year, which will provide new APIs that don\u2019t use identifiers that track consumer activity across apps and websites. Users can see the topics Android has estimated they\u2019re interested in and block any that aren\u2019t relevant to them.<\/li>\r\n\t<li>In addition to kneecapping its competition with AppTrackingTransparency (ATT), <a href=\"https:\/\/digiday.com\/media\/apple-is-building-a-demand-side-platform\/\" target=\"_blank\" rel=\"noopener\">Apple is rumored to be building a demand-side platform (DSP)<\/a>. This would further its advertising business and close off Apple\u2019s products and services within its own ecosystem.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: These technological advancements don\u2019t necessarily mean that consumers\u2019 data is better protected, but it will mean that walled gardens are getting exponentially steeper. To reach their audiences more effectively, brands will need to invest in personalization efforts using <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>.<\/p>\r\n<h3>Privacy Moving Forward: Regulatory Response to AI<\/h3>\r\n<p>With the meteoric rise of AI chatbots\u2014like OpenAI\u2019s <a href=\"https:\/\/www.nytimes.com\/2022\/12\/05\/technology\/chatgpt-ai-twitter.html\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a>\u2014comes more legal and regulatory scrutiny of AI technologies. Here are the most significant developments from around the world:<\/p>\r\n<ul>\r\n\t<li><strong>United States<\/strong>: While no federal legislation exists, the Biden Administration introduced the <a href=\"https:\/\/www.weforum.org\/agenda\/2022\/10\/understanding-the-ai-bill-of-rights-protection\/\" target=\"_blank\" rel=\"noopener\">AI Bill of Rights<\/a> in October, which contains five principles around building safe and effective systems, protecting against algorithmic discrimination, safeguarding data privacy, informing the public via notice and explanation, and providing alternative options. Additionally, <a href=\"https:\/\/www.progressivepolicy.org\/blogs\/an-overview-and-of-global-ai-regulation-and-whats-next\/\" target=\"_blank\" rel=\"noopener\">15 U.S. states<\/a> and localities have proposed legislation concerning AI. New York City\u2019s law to prevent AI employment bias became effective in January.<\/li>\r\n\t<li><strong>European Union<\/strong>: In 2021, the EU introduced the <a href=\"https:\/\/www.weforum.org\/agenda\/2023\/03\/the-european-union-s-ai-act-explained\/\" target=\"_blank\" rel=\"noopener\">Artificial Intelligence Act (AIA)<\/a>, which defines four levels of risk an AI technology could pose to a person\u2019s health, safety, or fundamental rights: minimal (like spam filters), limited (like chatbots), high (like autonomous vehicles), and unacceptable (like government social scoring). The higher the risk level of an AI technology, the more rigorous it will be regulated by the AIA.<\/li>\r\n\t<li><strong>China<\/strong>: In 2017, the Chinese government established a goal to become the <a href=\"https:\/\/www.china-briefing.com\/news\/ai-in-china-regulatory-updates-investment-opportunities-and-challenges\/\" target=\"_blank\" rel=\"noopener\">world\u2019s primary AI innovation center by 2030<\/a>, with the core AI industry generating 1 trillion RMB, or approx. $154 billion annually. The country currently regulates how private companies use online algorithms for consumer marketing, and as of Jan. 10, 2023, prohibits the use of <a href=\"https:\/\/arstechnica.com\/information-technology\/2022\/12\/china-bans-ai-generated-media-without-watermarks\/\" target=\"_blank\" rel=\"noopener\">AI-generated media<\/a> without clear identifiers, such as watermarks.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: Legal and ethical concerns about AI tech exist in every corner of the globe, and time will tell how regulatory response will evolve. AI can be a powerful tool to develop smarter personalization strategies, but brands should seek solutions that provide a transparent, glass-box experience.<\/p>\r\n<h3>Looking Ahead\u00a0<\/h3>\r\n<p>Regardless of what comes to pass in 2023, both your company and your customers deserve to know how AI-driven marketing technologies are deriving deeper insights and powering predictions.<\/p>\r\n<p>If you\u2019re looking to unpack AI beyond the hype, join Iterable\u2019s executive team and CMOs from Strava, Gitlab, and Vimeo at <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a>, both in-person in San Francisco and virtual next week. We\u2019ll discuss what the next generation of the industry will hold for marketing teams and how to use AI to elevate our customer engagement game.<\/p>\r\n<p><em>Excited about the next generation of AI technology? To learn more, register for Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate Summit<\/a> and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> of our <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Optimization Suite<\/a> today.<\/em><\/p>","post_title":"A Look at Consumer Data Privacy Protections in 2023","post_excerpt":"In this post, we\u2019ll summarize what consumer brands can expect from data privacy protections in 2023 and beyond.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-look-at-consumer-data-privacy-protections-in-2023","to_ping":"","pinged":"","post_modified":"2023-04-14 10:28:01","post_modified_gmt":"2023-04-14 17:28:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109811","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 14, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Data privacy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/"},{"ID":109471,"post_author":"79","post_date":"2023-04-11 12:57:22","post_date_gmt":"2023-04-11 19:57:22","post_content":"<p>Less than one week from today we\u2019ll be kicking off <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate Summit 23<\/a>. From April 17-19, we\u2019ll have two and a half days of events, content, networking, conversations, and some fun that bring thousands of people together to make something they all love better: marketing.<\/p>\r\n<p>In particular, Activate Summit is about making the customer experience better. And in the modern age of marketing with high customer expectations and increasingly personalized experiences, two of the best ways to improve your marketing are through AI tools and cross-channel experiences.<\/p>\r\n<p>So, as you look through our <a href=\"https:\/\/iterable.com\/activate\/summit\/#schedule-2023\" target=\"_blank\" rel=\"noopener\">stacked agenda<\/a>\u2014seriously, we\u2019re so honored to showcase the speakers in this year\u2019s agenda\u2014we thought it might be helpful to give you a sense of what you can expect to learn about these important technologies and the strategic ways you can use them.<\/p>\r\n<h3>AI and Cross-Channel Sessions at Activate Summit<\/h3>\r\n<h4>Mind Meets Technology: Next Wave of AI and the Science Behind Motivation<\/h4>\r\n<p>Activate Summit is a hybrid event with a free virtual option for those unable to make it to San Francisco. As a special treat, we\u2019re kicking the first day of sessions (April 18th) off with a virtual-only session hosted by Europe\u2019s most booked female innovation forecaster, Shivvy Jervis.<\/p>\r\n<p>In a time when AI is still nascent enough that we\u2019re unsure how to meld technology with the human, Shivvy is going to bring findings from her renowned innovation lab to discuss exactly how human-centered AI and advancements in human psychology come together to elevate our marketing. No better way to get your ideas flowing from the start!<\/p>\r\n<h4>Unpacking AI Beyond the Hype<\/h4>\r\n<p>Shortly after Shivvy takes the virtual stage, the first in-person session featuring Iterable CEO and Co-founder, Andrew Boni and special guests from Vimeo, Strava, and GitLab keeps the energy high.<\/p>\r\n<p>Continuing the theme of bringing the technology and human together, Andrew will kick this session off highlighting the advancements made by marketers to get us to this point while Iterable Sr. VP of Product Management, Bela Stepanova closes the opening keynote with a look into where the Iterable platform is going to make AI and cross-channel marketing easier for marketers around the world.<\/p>\r\n<p>In the middle, Iterable CMO Adriana Gil Miner will be hosting a CMO panel highlighting how leading brands are adopting these new technologies and developing strategies around them.\u00a0<\/p>\r\n<p>Who better to cut through the hype than four marketing leaders?<\/p>\r\n<h4>Iterable Product Showcase<\/h4>\r\n<p>For those of you that have been to Activate before, welcome back. We missed you.<\/p>\r\n<p>But also, you know better than most that the Product Showcase is the session to go to if you\u2019re curious about technological advancements. Here, the Iterable Product team takes the stage to give a never-before-seen glimpse into the newest features available to Iterable customers.<\/p>\r\n<p><em>Hint: there\u2019s a reason it\u2019s in this blog post and we\u2019re <strong>very<\/strong> excited about it.<\/em><\/p>\r\n<h4>Mastering Iterable\u2019s AI Optimization Suite<\/h4>\r\n<p>The last year has seen a veritable cornucopia of AI features added to the Iterable platform. You can read about them <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">here<\/a>, but wouldn\u2019t you rather hear about them straight from the source? With visuals? And the chance to ask us a question directly?<\/p>\r\n<p>That\u2019s what this session is for.<\/p>\r\n<h4>Maximizing Customer Engagement: The Power of Multiple Messaging Channels in Marketing<\/h4>\r\n<p>It\u2019s not all AI all the time though! Our incredible friends at <a href=\"https:\/\/www.sandboxx.us\/\" target=\"_blank\" rel=\"noopener\">Sandboxx<\/a> are taking the stage to walk you through their journey towards cross-channel marketing excellence. From their challenge, to their strategic approach, all the way through how they created a cross-channel experience in Iterable, this session has it all for cross-channel, beginners, intermediates, and experts.<\/p>\r\n<h4>How to Include AI as Part of Your Marketing Team<\/h4>\r\n<p>Last in this blog, closing out the conference, but certainly at the top of the list in our hearts, Denys Kapush from Columbia Business School is joining the Activate speaker family to talk about the different ways he\u2019s seen marketing teams begin using AI.<\/p>\r\n<p>Working across industries, business sizes, and geographies, Denys has seen a variety of ways AI has been brought into marketing and is ready to share the secrets with you.<\/p>\r\n<h3>An Agenda Built for CYOA<\/h3>\r\n<p>We\u2019ve built Activate Summit to make the content a sort of choose your own adventure experience. AI and cross-channel are prevalent\u2014heck, these aren\u2019t even all of the sessions that cover those topics\u2014but we also cover data activation, zero- and first-party data, agile marketing, recession-proof marketing, winback campaigns, and migrations.<\/p>\r\n<p>It\u2019s all there and it\u2019s all happening April 17-19 at Activate Summit. Whether you\u2019re able to be in person in SF to say hi, or watching online, we can\u2019t wait for you to hear from these amazing speakers.<\/p>\r\n<p><em>Seats are filling up quickly, so if you can make it to San Francisco, we\u2019d love to see you! <a href=\"https:\/\/activate.iterable.com\/event\/6f25a22a-dbdf-40bf-b31f-0b1e4cc3425c\/regProcessStep1?rp=f484e0cd-5055-40f9-99aa-a8885a180d84\" target=\"_blank\" rel=\"noopener\">Register here<\/a>. If your home office is more your style, that\u2019s ok too. Virtual registration is <a href=\"https:\/\/activate.iterable.com\/event\/6f25a22a-dbdf-40bf-b31f-0b1e4cc3425c\/regProcessStep1:03c62dba-2f2a-4f82-9b7a-bc6e31c69898?rp=eae7b1aa-5839-4354-9d0b-f9c76bb13966\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/em><\/p>","post_title":"AI and Cross-Channel Marketing at Activate Summit '23","post_excerpt":"With high customer expectations, two of the best ways to improve your marketing are through AI tools and cross-channel experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ai-and-cross-channel-marketing-at-activate-summit-23","to_ping":"","pinged":"","post_modified":"2023-04-11 12:57:22","post_modified_gmt":"2023-04-11 19:57:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109471","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AI at Activate\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ai-and-cross-channel-marketing-at-activate-summit-23\/"},{"ID":109105,"post_author":"79","post_date":"2023-04-04 06:49:48","post_date_gmt":"2023-04-04 13:49:48","post_content":"<p>Accurately measuring and tracking the costs associated with engineering research and development (R&amp;D) projects can be challenging for companies due to the complexity of engineering work, the time-sensitive nature of the process, and the need for cross-team collaboration. These factors make it difficult to allocate costs to specific projects, accurately determine potential benefits, and comply with accounting standards and regulations.<\/p>\r\n<p>Thanks to the time-saving benefits and increased accuracy of our automated cost tracking process, my boss has given me a new and exciting challenge: partner with our finance team to create a pain-free process for our engineering team. The aim is to make the process of capitalizing Iterable's software R&amp;D costs as seamless and effortless as possible for our hard working engineers.<\/p>\r\n<p><a href=\"https:\/\/dart.deloitte.com\/USDART\/home\/publications\/deloitte\/accounting-spotlight\/agile-software-development\" target=\"_blank\" rel=\"noopener\">Software R&amp;D cost capitalization<\/a>\u2014a.k.a. \u201ccost cap\u201d\u2014is the accounting practice of treating software R&amp;D costs as investments rather than expenses, allowing SaaS companies to take advantage of expenses incurred during software development as an asset, with significant financial benefits. Accurate software R&amp;D cost capitalization is crucial for SaaS companies to showcase the value of their R&amp;D investments, maintain competitiveness, and promote innovation.<\/p>\r\n<p>In this blog post, I\u2019ll cover the traditional manual process of cost capitalization, the updates that have been made, and some helpful tips and techniques to implement an automated process that will save time and effort.<\/p>\r\n<h3>The Old Way: Manual Procedures and Constraints<\/h3>\r\n<p>The old, manual R&amp;D cost capitalization process had its fair share of challenges, which is why we decided to switch to a more automated approach. In the previous process, the engineering manager manually owned the cost cap project through one spreadsheet, updating their engineers' time spent on each cost cap project quarterly.<\/p>\r\n<p>However, this manual process came with several challenges that restricted our ability to make informed decisions about R&amp;D investments.<\/p>\r\n<ul>\r\n\t<li><strong>Manual and error-prone process:<\/strong> Manual data entry into Excel spreadsheets results in a lack of visibility into cross-team effects and numbers based on best guesses.<\/li>\r\n\t<li><strong>Limited scalability:<\/strong> As the organization grows, the process becomes increasingly inefficient and unscalable due to the significant time required for engineers to update their data, leading to limited reporting frequency.<\/li>\r\n\t<li><strong>Lack of visibility into ROI:<\/strong> Without clear visibility into cross-team results, it's challenging to determine the return on engineering investments and understand how new features or products impact the entire organization.<\/li>\r\n\t<li><strong>Potential for inaccurate cost cap reports:<\/strong> The reliance on best-guessing numbers for each project can result in errors that may harm the financial health of the organization.<\/li>\r\n\t<li><strong>Time-consuming:<\/strong> Engineering managers spend numerous hours updating data that could be better spent on more strategic tasks such as analyzing data to make informed investment decisions.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_109106\" align=\"alignnone\" width=\"1119\"]<img class=\"size-full wp-image-109106\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Example-manual-cost-cap-spreadsheet.png\" alt=\"Example manual cost-capitalization spreadsheet\" width=\"1119\" height=\"594\" \/> <em>Example manual cost-cap spreadsheet.<\/em>[\/caption]\r\n\r\n<h3>The New Way: Revolutionizing Cost Management in 7 Easy Steps<\/h3>\r\n<p>To address the limitations of the old process, we're thrilled to introduce the new and improved seven-step R&amp;D cost capitalization process! By automating this process, we've addressed the limitations of the old system.<\/p>\r\n<h4>Step 1: Define the Goal<\/h4>\r\n<p>Defining the goal is the critical first step in software R&amp;D cost capitalization. <strong>Our overarching company goal is to create a more efficient and effective way to manage costs.<\/strong><\/p>\r\n<p>As the operations manager, I've seen the struggles of our engineers, engineering managers, and finance team firsthand. That's why I'm personally committed to making their lives easier by streamlining our software R&amp;D cost capitalization process.<\/p>\r\n<h4>Step 2: Determine the Frequency<\/h4>\r\n<p>Determining the frequency of software R&amp;D cost capitalization is crucial to ensure that your company's financial statements accurately reflect your R&amp;D investments. It's important to strike a balance between the frequency of the process and the time and resources required to perform it.<\/p>\r\n<p>At Iterable, we've decided to perform software R&amp;D cost capitalization <strong>on a monthly basis<\/strong> to maintain an accurate and up-to-date record of our investments.<\/p>\r\n<h4>Step 3: Define the Scope<\/h4>\r\n<p>To manage expenses and account for R&amp;D activities accurately, Iterable establishes a clear definition of R&amp;D and capitalizable expenses.<\/p>\r\n<p><strong>Capitalizable Activities in the Application Development Stage:<\/strong><\/p>\r\n<ul>\r\n\t<li>Internal labor costs (<a href=\"https:\/\/en.wikipedia.org\/wiki\/Full-time_equivalent\" target=\"_blank\" rel=\"noopener\">full-time equivalent<\/a> and contractors) for time spent on design, coding, and testing software that is probable of resulting in additional functionality.<br \/>\r\n<ul>\r\n\t<li>Payroll and payroll-related costs (e.g., costs of employee benefits or stock-based compensation) for employees who are directly associated with and who devote time to software development<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li>External direct cost of materials and services consumed in developing or obtaining internal-use software.<br \/>\r\n<ul>\r\n\t<li>Example, fees to write program code or purchase third party software. (Tracked by vendor invoices)<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p><strong>Non-Capitalizable Activities (Opex):<\/strong><\/p>\r\n<ul>\r\n\t<li>Architecture, planning, meetings and process development<\/li>\r\n\t<li>Support, maintenance, bug fixes and data movement<\/li>\r\n\t<li>Conversion and training<\/li>\r\n\t<li>Internal tools that help us deliver our services more effectively<\/li>\r\n\t<li>UI Adjustment<\/li>\r\n\t<li>Overhead costs including general and administrative<\/li>\r\n\t<li>Expanding user access for existing feature<\/li>\r\n<\/ul>\r\n<h4>Step 4: Identify and Track R&amp;D Projects<\/h4>\r\n<p>The fourth step in implementing the R&amp;D cost capitalization process is to identify the most critical engineering initiatives that drive revenue growth and customer satisfaction. Prioritize these initiatives based on their impact and the resources required to deliver them.<\/p>\r\n<p>As part of the project selection process, we\u2018ve incorporated a brief for each of the proposed projects. The aim is to enable the finance and engineering teams to make more informed decisions regarding which projects should be capitalized prior to their initiation. The brief includes:<\/p>\r\n<ul>\r\n\t<li><strong>Concept Doc<\/strong>: This detailed document outlines the project's purpose, ARR, use case, as well as any changes or new features that will be introduced.<\/li>\r\n\t<li><strong>Type of Work<\/strong>: A dropdown list is provided to define the type of work involved, including product development, maintenance, scalability, security, etc.<\/li>\r\n\t<li><strong>Scope<\/strong>: The size of the project is defined.<\/li>\r\n\t<li><strong>Number of Engineers Involved<\/strong>: This specifies the number of engineers that will be involved in the project.<\/li>\r\n\t<li><strong>Dependency<\/strong>: Any dependencies on other projects or initiatives are identified<\/li>\r\n<\/ul>\r\n<h4>Step 5: Assign Costs to R&amp;D Project<\/h4>\r\n<p>To make the cost cap process more efficient and accurate, we decided to use a software called <a href=\"https:\/\/jellyfish.co\/\" target=\"_blank\" rel=\"noopener\">Jellyfish<\/a> to help us automate this whole process. Jellyfish connects with Jira and Github to automatically collect engineering allowances.<\/p>\r\n<p>We pre-select the cost cap projects every quarter after finalizing the roadmap, and Jellyfish creates a report that we use to track the engineering costs. This report provides real-time visibility into the status of each cost cap project, making it easy to track cross-team effects.<\/p>\r\n<h4>Step 6: Record and Report R&amp;D Expenses<\/h4>\r\n<p>Jellyfish creates a daily report that consists of several tabs, including Summary-Output, Deliverable-Output, Issues-Output, and Person-Output. The report's data is refreshed daily, providing accurate and up-to-date information.<\/p>\r\n<p>Once the report is generated, our Finance team uses the data to create an Iterable version of the report and maintain the data. By doing so, we can ensure that the report is consistently updated with the latest information, enabling our team to make informed decisions based on accurate data.<\/p>\r\n<h4>Step 7: Validation<\/h4>\r\n<p>Validation is crucial to identify potential issues before the end of the month, make necessary changes, and improve our confidence level for the upcoming audit. To achieve this, we send capitalizable projects to the engineering manager at the beginning of each month, who validates the time spent by each engineer. This process ensures that our records are accurate, and expenses are accounted for appropriately.<br \/>\r\nBenefits of the New Cost Cap Process<\/p>\r\n<p>Implementing this new R&amp;D cost capitalization process with the implementation of Jellyfish has had several benefits for our company:<\/p>\r\n<ul>\r\n\t<li><strong>Saved Time<\/strong>: Automating the process of tracking R&amp;D project costs saved us significant amounts of time compared to manual tracking. Two hours turned into five minutes!) Git and Jira can capture data on project activities and expenses automatically, reducing the need for manual data entry and analysis.:<\/li>\r\n\t<li><strong>Improved Accuracy:<\/strong> Automating the process of tracking R&amp;D project costs improves accuracy, as it reduces the risk of human error. This can provide more reliable data for financial reporting and decision-making.<\/li>\r\n\t<li><strong>Better Insights<\/strong>: By analyzing Git and Jira data on R&amp;D project costs, we can gain valuable insights into our R&amp;D activities. For example, the leadership team can identify patterns in spending, assess the effectiveness of different projects and teams, and identify areas where they can improve their R&amp;D processes.<\/li>\r\n<\/ul>\r\n<p>Overall, automating the process of capitalizing R&amp;D project costs using Git and Jira data can provide significant benefits for companies looking to improve their financial reporting, accountability, and decision-making processes.<\/p>","post_title":"7 Steps to Streamline the Software R&D Cost Capitalization Process","post_excerpt":"Here are 7 steps to update your software cost capitalization process plus some helpful tips and techniques to save time and effort.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"7-steps-to-streamline-the-software-rd-cost-capitalization-process","to_ping":"","pinged":"","post_modified":"2023-04-04 06:49:48","post_modified_gmt":"2023-04-04 13:49:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109105","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 04, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Cost Capitalization\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/7-steps-to-streamline-the-software-rd-cost-capitalization-process\/"},{"ID":109058,"post_author":"79","post_date":"2023-03-31 12:35:39","post_date_gmt":"2023-03-31 19:35:39","post_content":"<p>Times are changing. The economic climate isn\u2019t what it used to be. Sure, it\u2019ll bounce back, but with these ebbs and flows, brands need to be flexible and adapt to their environments. To help your brand succeed now and in the future, we\u2019ve compiled a whitepaper full of tips and tricks to make your marketing recession-proof.<\/p>\r\n<p>This whitepaper features four steps for recession-proof marketing:<\/p>\r\n<ol>\r\n\t<li><strong>Consolidating your martech stack.<\/strong> Sure, you have to spend money to make money, but that doesn\u2019t mean you have to buy every tool under the sun.<\/li>\r\n\t<li><strong>Streamlining cross-channel communications.<\/strong> Your marketing channels are invaluable and will only appreciate in value once they are streamlined.<\/li>\r\n\t<li><strong>Activating zero-and first-party data.<\/strong> Zero- and first-party data is crucial for creating personalized experiences and, in the long-run, loyalty. Brands need to create methods for continuously collecting and activating customer data.<\/li>\r\n\t<li><strong>Automating and experimenting.<\/strong> To combat wasting valuable time (after all, time is money), your brand should focus on automating and experimentation to improve efficiency.<\/li>\r\n<\/ol>\r\n<p>For a little sneak peek of this whitepaper, we\u2019re going to dive into the first step, which focuses on tech consolidation.<\/p>\r\n<p><em><strong>To get all of our recession-proof marketing tips, be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/\" target=\"_blank\" rel=\"noopener\">download the full whitepaper<\/a>.<\/strong><\/em><\/p>\r\n<h3>Consolidate Your Martech Stack<\/h3>\r\n<p>The average enterprise uses <a href=\"https:\/\/www.progress.com\/blogs\/10-data-stats-your-martech-stack#:~:text=According%20to%20chiefmartec.com%2C%20the,technology%2C%20or%20martech%2C%20tools.\" target=\"_blank\" rel=\"noopener\">upwards of 120 marketing tools<\/a>. That\u2019s a lot.<\/p>\r\n<p>Many of these tools are legacy platforms that are limited in capabilities, difficult to use, time-consuming to use, and don\u2019t integrate well with others. Oh, and they\u2019re often expensive. Over time, teams tend to continue identifying needs as they scale, but the speed of growth overwhelms the ability to sit there and sift through the literal <a href=\"https:\/\/napoleoncat.com\/blog\/marketing-automation-statistics\/\" target=\"_blank\" rel=\"noopener\">thousands<\/a> of tools that might help.<\/p>\r\n<p>By the end, we\u2019re often left with a jumbled stack of technologies that require a significant amount of time to manage\u2014from working with different partner ecosystems down to the simple fact that you have to log in to all of them!<\/p>\r\n<p>To consolidate and integrate your stack into something more manageable, you need somewhere to start.<\/p>\r\n<h4>Consolidation for Tech Stack Optimization<\/h4>\r\n<p>When beginning to consolidate your tech stack, it\u2019s important to first determine where you\u2019re spending your money (and time) and if those resources are going to the right things.<\/p>\r\n<p>You can\u2019t make much progress without first identifying your toolset as it stands. But that\u2019s not where the process ends. Here\u2019s what we recommend:<\/p>\r\n<ol>\r\n\t<li><strong>Identify what tools you\u2019re using<\/strong><\/li>\r\n\t<li><strong>Determine what you actually need<\/strong><\/li>\r\n\t<li><strong>Trim the fat<\/strong><\/li>\r\n<\/ol>\r\n<p>In particular, you can bring orchestration (campaign design and execution), targeting (centralizing data for segmentation), and insights (your analytics) into one platform. These pieces can often be spread across a half dozen platforms at least, but that doesn\u2019t need to be the case.<\/p>\r\n<p>The difficulty for campaign execution and overall team efficiency comes when working with limited solution platforms (eg. a different platform each for orchestration, targeting, and insights). It\u2019s more cost efficient and easier to manage when moving everything to one platform for cross-channel campaign orchestration, targeted segmentation, and the analytics to identify strengths and weaknesses.<\/p>\r\n<p>Modern customer communication platforms like Iterable bring all of this into one tool so you can consolidate your stack for easier, more efficient execution.<\/p>\r\n<h3>Why Buy the Cow\u2026<\/h3>\r\n<p>Okay, okay. We can\u2019t give away all of our secrets here\u2014that\u2019s what the whitepaper is for. Believe it or not, in the whitepaper we dive even further into tech consolidation plus we share extensive tips for cross-channel communications, zero- and first-party data, and automation and experimentation.<\/p>\r\n<p>Not only that, we include customer success stories for each step so you can see how these tips have been applied in real-life scenarios. The brands featured include Georgia Aquarium, Joybird, Secret Escapes, and more.<\/p>\r\n<p><strong><em>What are you waiting for? <a href=\"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/\" target=\"_blank\" rel=\"noopener\">Download the whitepaper today<\/a> to get all of your recession-proof marketing tips.<\/em><\/strong><\/p>","post_title":"The Essential Guide to Making Your Marketing Recession-Proof","post_excerpt":"This is just a little preview! Be sure to download the full whitepaper to get all the tips and tricks for recession-proof marketing. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-essential-guide-to-making-your-marketing-recession-proof","to_ping":"","pinged":"","post_modified":"2023-03-31 12:35:39","post_modified_gmt":"2023-03-31 19:35:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109058","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 31, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Recession-proof marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-essential-guide-to-making-your-marketing-recession-proof\/"},{"ID":108956,"post_author":"79","post_date":"2023-03-29 10:32:42","post_date_gmt":"2023-03-29 17:32:42","post_content":"<p>Activate is Iterable\u2019s baby\u2014our pride and joy. With Activate Summit around the corner, we\u2019re feeling nostalgic. We\u2019ve been hosting Activate for the past five years and in those five years the conference has evolved drastically. From the content covered to the branding, Activate Summit has come a long way.<\/p>\r\n<p>To give you a sense of everything we\u2019ve accomplished over the years, here are just a few of our favorite moments:<\/p>\r\n<ul>\r\n\t<li>Keynotes from Disney, Netflix, and comedian Nicole Byer<\/li>\r\n\t<li>Sessions from NBC, SeatGeek, Strava, Ritual, Stitcher, and Evernote<\/li>\r\n\t<li>A unique virtual conference on Activate Island<\/li>\r\n\t<li>Taking Activate global with trips to London and recorded sessions from across the globe<\/li>\r\n<\/ul>\r\n<p>But again, this is just a handful of everything we\u2019ve offered at Activate over the years. To convey this entire evolution visually, we\u2019ve compiled the below infographic. So take a walk down memory lane as you scroll through the Activates of yore.<\/p>\r\n<p><em>Oh, and don\u2019t forget to join us at Activate Summit this year to become a part of history. If you\u2019re not already registered, <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">get to it<\/a>!\u00a0<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History_Infographic.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-108958\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History_Infographic-1.png\" alt=\"History of Activate\" width=\"1500\" height=\"13000\" \/><\/a><\/p>","post_title":"The History of Activate [Infographic]","post_excerpt":" From the content to the branding, Activate Summit has come a long way. Here's a \"History of Activate\" infographic to show the evolution. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-history-of-activate-infographic","to_ping":"","pinged":"","post_modified":"2023-03-29 11:33:55","post_modified_gmt":"2023-03-29 18:33:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 29, 2023","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":6,"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":376,"filter":"raw","term_order":"2"}],"term_slugs":["infographic","blog-post"],"term_names":["Infographic","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History_Promo_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History_Promo_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History_Promo_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History_Promo_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-history-of-activate-infographic\/"},{"ID":108903,"post_author":"79","post_date":"2023-03-28 13:05:49","post_date_gmt":"2023-03-28 20:05:49","post_content":"<p>The first quarter of 2023 is ending, but for most mobile marketers, the work of upleveling their campaigns has only just begun. By now you\u2019ve likely determined the <a href=\"https:\/\/iterable.com\/blog\/classic-and-advanced-mobile-marketing-metrics-to-prioritize\/\" target=\"_blank\" rel=\"noopener\">mobile marketing metrics<\/a> you\u2019re prioritizing this year and are in full execution mode to achieve your brand\u2019s goals.<\/p>\r\n<p>In our last post, we provided an introduction to B2C text messaging and explained the <a href=\"https:\/\/iterable.com\/blog\/what-is-the-difference-between-sms-and-mms\/\" target=\"_blank\" rel=\"noopener\">differences between SMS and MMS<\/a>. Now that you\u2019re up to speed on these channels and <a href=\"https:\/\/iterable.com\/blog\/mobile-trends-2023\/\" target=\"_blank\" rel=\"noopener\">the latest mobile trends<\/a>, let\u2019s dive deeper into MMS strategy.<\/p>\r\n<p>We\u2019ll cover key strategic aspects, such as how to:<\/p>\r\n<ul>\r\n\t<li>Find the right use cases for SMS and MMS for your business<\/li>\r\n\t<li>Leverage an SMS and MMS strategy at each stage of the marketing funnel<\/li>\r\n\t<li>Identify what kinds of multimedia to send via MMS and when<\/li>\r\n<\/ul>\r\n<p>Let\u2019s jump in.<\/p>\r\n<h3>Use Cases for SMS and MMS<\/h3>\r\n<p>Whether you\u2019re using simpler, text-based SMS (short message service) or interactive MMS (multimedia messaging service), you\u2019ll need to decide both why and how you\u2019re communicating with your customers via these channels.<\/p>\r\n<p>In last year\u2019s Activate session, \u201c<a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/deep-dive-into-cross-channel-sms\/\" target=\"_blank\" rel=\"noopener\">How to Confidently Leverage SMS as a Marketing Channel<\/a>,\u201d our friends at Telnyx revealed the four major I\u2019s of text message marketing:<\/p>\r\n<ol>\r\n\t<li><strong>Immediate:<\/strong> Sent with urgency and received as an opportunity<\/li>\r\n\t<li><strong>Informative<\/strong> : Valuable and wanted information<\/li>\r\n\t<li><strong>Intimate: <\/strong>Interact in a meaningful way to show you know your customers<\/li>\r\n\t<li><strong>Individual: <\/strong>Personalized and customized engagements that grow loyalty<\/li>\r\n<\/ol>\r\n<p>This is a great framework to justify your brand\u2019s presence in your customers\u2019 text messages and make sure your campaigns are received with smiles instead of eye rolls. So before you hit send on any SMS or MMS, ask yourself if it embodies at least one of the four I\u2019s to start.<\/p>\r\n<p>But before we walk through campaigns by funnel stage, let\u2019s revisit MMS.<\/p>\r\n<h3>MMS: Types of Multimedia Magic<\/h3>\r\n<p>As the acronym implies, the tangible benefit of MMS campaigns is the ability to send rich multimedia. But with all the options at your disposal, how do you know what to send when?<\/p>\r\n<p>Here are some general guidelines that can steer you in the right direction with MMS:<\/p>\r\n<h4>Rich Text<\/h4>\r\n<p>Unlike SMS, which is limited to only 160 characters, with MMS you can send up to 1,600 characters, including a bold subject line of up to 64 characters.<\/p>\r\n<p>Use that formatting to your advantage by using attention-grabbing headlines for timely announcements and promotions. For transactional messages, you also have the space to send detailed order confirmations so customers know exactly what to expect.<\/p>\r\n<h4>Images<\/h4>\r\n<p>You can send either a single image (PNG, JPEG, and GIF files) or a slideshow of multiple images, so the easiest application of this media type is to feature your sale items based on customer preferences and shopping history, as well as jog their memory of products left in their abandoned carts. This is also useful for transactional deliveries of tickets, QR codes, or event invitations.<\/p>\r\n<h4>Audio<\/h4>\r\n<p>Audio is an intimate and underutilized file type, so tread lightly. Media and entertainment companies can send clips of their latest podcast episodes or music releases, and brands can benefit from spicing up their promotions with cheerful sound. Just make sure you obtained licensed use of any copyrighted audio for commercial purposes.<\/p>\r\n<h4>Video<\/h4>\r\n<p>With the ability to send up to 30 seconds of video, MMS is a great channel to share onboarding walkthroughs, new product releases, store and venue tours, and more. They\u2019re valuable at every funnel stage, from activating new subscribers to your products and services, nurturing potential buyers with intriguing content, and celebrating your VIPs with exclusive sneak peeks.<\/p>\r\n<p>Regardless of the type of multimedia you use, MMS messages may be up to 1MB in size, but we recommend keeping the limit of your MMS messages to 900kb, so you have enough data space for <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/211970843-SMS-Overview-#can-i-send-videos-or-other-file-types-in-my-messages\" target=\"_blank\" rel=\"noopener\">messaging encoding<\/a>. This ensures your campaigns are delivered successfully.<\/p>\r\n<h3>SMS and MMS Strategies Across the Marketing Funnel<\/h3>\r\n<h4>Top-of-Funnel<\/h4>\r\n<p>Some marketers refer to the top of the funnel as \u201cAwareness\u201d or \u201cActivation,\u201d but, regardless of the name, its purpose is to build a relationship with consumers that will ultimately drive them to conversion\u2014whether that\u2019s becoming a paid subscriber or making their first purchase.<\/p>\r\n<p>Once consumers have shared their phone numbers and given consent to be communicated via text, you\u2019re already in an advantageous position. But don\u2019t lean too far over your skis quite yet.<\/p>\r\n<p>Start by establishing your brand presence with SMS\u2014which is a more economical option to communicate with pre-conversion consumers. Transactional messaging, such as two-factor authentication (2FA) and password resets, is a great place to start because people are used to receiving these messages, they\u2019re inherently immediate, and they\u2019re easily automated so the lift is lighter on your team.<\/p>\r\n<p>Once that connection is solidified, you can deploy more enticing SMS marketing campaigns to create a greater sense of urgency and drive conversions.<\/p>\r\n<p>These can include:<\/p>\r\n<ul>\r\n\t<li>New product launches<\/li>\r\n\t<li>Flash sales<\/li>\r\n\t<li>Limited-time promotions<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_108904\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108904\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-101.jpg\" alt=\"Resy SMS transactional message\" width=\"1125\" height=\"555\" \/> <em>Reservation app, Resy, uses SMS to send transactional reservation confirmations and reminders. <\/em>[\/caption]\r\n\r\n<h4>Middle-of-Funnel<\/h4>\r\n<p>Now we\u2019re cooking! The middle of the funnel, otherwise called \u201cEvaluation,\u201d \u201cConsideration,\u201d or \u201cNurture,\u201d is the stage when consumers are aware of your brand, are regularly interacting with it, and are actively considering a purchase.<\/p>\r\n<p>Now\u2019s the time to make a more substantial investment into an MMS strategy. The richer, more interactive content of MMS can be that extra oomph you need to overcome any remaining hesitation and seal the deal.<\/p>\r\n<p>Here are just a few ideas to send powerful MMS campaigns that meet all the major I\u2019s:<\/p>\r\n<ul>\r\n\t<li>Outfit of the day (OOTD) suggestions based on local weather<\/li>\r\n\t<li>Invitations to events at their nearest store<\/li>\r\n\t<li>Promotions based on their browsing behavior<\/li>\r\n\t<li>Abandonment reminders with images of what\u2019s in their cart<\/li>\r\n<\/ul>\r\n<h4>Bottom-of-Funnel<\/h4>\r\n<p>At the bottom of the funnel, often referred to as \u201cConversion,\u201d \u201cReactivation,\u201d or \u201cLoyalty,\u201d consumers have finally become paying customers. But you can\u2019t rest on your laurels now, as strengthening that relationship is of the utmost importance.<\/p>\r\n<p>This funnel stage will require a mix of SMS and MMS campaigns to experiment with more personalized messaging and keep engagement fresh.<\/p>\r\n<p>Here\u2019s a shortlist of campaigns you can incorporate into your strategy:<\/p>\r\n<ul>\r\n\t<li>Transactional order, shipping, and delivery confirmations<\/li>\r\n\t<li>Exclusive promo codes and coupons for loyalty members<\/li>\r\n\t<li>NPS surveys and requests for feedback<\/li>\r\n\t<li>Milestone messages to celebrate birthdays and anniversaries<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_108922\" align=\"alignnone\" width=\"684\"]<img class=\"wp-image-108922 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-28-at-2.29.33-PM.png\" alt=\"United Airlines MMS Strategy\" width=\"684\" height=\"838\" \/> <em>United Airlines sends personalized travel-related notifications to inform travelers pre-flight.<\/em>[\/caption]\r\n\r\n<h3>Successful SMS and MMS Strategy With Iterable and Telynx<\/h3>\r\n<p>We\u2019ve already discussed the importance of sending SMS and MMS messaging that is immediate, informative, intimate, and individual, but we recommend one final \u201cI\u201d\u2014interoperability.<\/p>\r\n<p>Mobile messaging has a history of living in a silo\u2014separate from other marketing channels. We want to help brands break down those silos and optimize their SMS and MMS strategy to deliver the richest, most cost-effective experience.<\/p>\r\n<p><em>Iterable\u2019s partnership with Telnyx allows Iterable customers to benefit from Telnyx\u2019s status as a licensed carrier and its multi-cloud IP network to deliver fast, reliable connectivity to over 200 countries. <a href=\"https:\/\/telnyx.com\/resources\/telnyx-iterable-partnership\" target=\"_blank\" rel=\"noopener\">Learn more about our partnership<\/a> and reach out to <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How to Optimize Your SMS and MMS Strategy at Every Funnel Stage","post_excerpt":"We provided an introduction to text messaging and explained the differences between SMS and MMS. Now, let\u2019s dive deeper into MMS strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-optimize-your-sms-and-mms-strategy","to_ping":"","pinged":"","post_modified":"2023-04-26 09:03:45","post_modified_gmt":"2023-04-26 16:03:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108903","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"MMS strategy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-optimize-your-sms-and-mms-strategy\/"},{"ID":108725,"post_author":"103","post_date":"2023-03-22 16:55:54","post_date_gmt":"2023-03-22 23:55:54","post_content":"<p><br \/>\r\nYou don\u2019t have to be an economic expert to feel apprehensive about market forces. Perhaps you\u2019re feeling the impact of inflation, the cost of groceries, or even the layoffs in the news. In times like these, it\u2019s possible your own marketing team is suffering from workforce reductions, budget cuts, and other cost-cutting measures. Instead of panicking, giving up, or doing the same ol\u2019, same ol\u2019, let\u2019s learn how your team can weather economic storms, and come out of a recession better than ever.<\/p>\r\n<p><strong>In this guide, learn how to make your marketing recession-proof with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Iterable\u2019s four-step game plan<\/li>\r\n\t<li>Immediate actions you can put in place today<\/li>\r\n\t<li>Longer-term goals to optimize your marketing tech stack<\/li>\r\n\t<li>Examples of success stories from other leading brands<\/li>\r\n<\/ul>\r\n<p>While times may be tough, by learning how to take your customer communications to the next level, you can achieve dramatic business growth and fortify your brand for years and years to come.<\/p>","post_title":"The Essential Guide to Making Your Marketing Recession-Proof","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-essential-guide-to-making-your-marketing-recession-proof","to_ping":"","pinged":"","post_modified":"2023-04-04 10:43:47","post_modified_gmt":"2023-04-04 17:43:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=108725","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/"},{"ID":108560,"post_author":"79","post_date":"2023-03-22 14:38:03","post_date_gmt":"2023-03-22 21:38:03","post_content":"<p>Push notifications are <a href=\"https:\/\/m-2-t.com\/push-notifications-how-78-of-companies-engage-their-customers\/\" target=\"_blank\" rel=\"noopener\">gaining momentum<\/a>, and it doesn\u2019t look like they\u2019re slowing down. They\u2019re an incredibly effective way to garner customer engagement\u2014mobile app push notifications can <a href=\"https:\/\/www.invespcro.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener\">boost app engagement up to 88%<\/a>\u2014and are an <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">integral part<\/a> of any cross-channel marketing strategy.\u00a0<\/p>\r\n<p>What\u2019s interesting, however, is that while the average smartphone user receives <a href=\"https:\/\/www.businessofapps.com\/marketplace\/push-notifications\/research\/push-notifications-statistics\/\" target=\"_blank\" rel=\"noopener\">46 push notifications a day<\/a>, there isn\u2019t a good repository of push notification examples available to easily browse. So, we\u2019ve combined the power of the Iterable team to gather exemplary push notifications for our fellow marketers out there. Take a look at how other brands are doing push notification marketing and get ready to be inspired.\u00a0<\/p>\r\n<h3>Abandoned Cart<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">Abandoned cart<\/a> messages are a powerful way to convert customers who have left items behind. When users have opted-in to receive push notifications from a mobile app, push notifications can be employed to serve the same purpose as a traditional abandoned cart email.<\/p>\r\n<h4>ASOS<\/h4>\r\n\r\n[caption id=\"attachment_108698\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-108698 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Example-images_Asos.png\" alt=\"ASOS Abandoned Cart push\" width=\"1080\" height=\"1620\" \/> <em>Clothing brand <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a> reminded app users of the items they saved, hoping to lead them to purchase.<\/em>[\/caption]\r\n\r\n<h3>Curated Content<\/h3>\r\n<p>Creating timely, curated in-app content is also a great opportunity to engage customers through a push notification. What\u2019s more, these push notifications include <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-deep-linking\/\" target=\"_blank\" rel=\"noopener\">deep links<\/a>, which provide a seamless customer experience by sending users directly to the content mentioned in the notifications.<\/p>\r\n<h4>Drizly<\/h4>\r\n\r\n[caption id=\"attachment_108704\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-108704 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Example-images_Drizly.png\" alt=\"Drizly curated content push\" width=\"1080\" height=\"1920\" \/> <em><a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, the liquor delivery brand, created a women-owned product page and deep linked their push notification to it during Women\u2019s History Month.<\/em>[\/caption]\r\n\r\n<h4>Amazon Prime Video<\/h4>\r\n\r\n[caption id=\"attachment_108676\" align=\"alignnone\" width=\"1122\"]<img class=\"wp-image-108676 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.18.02-PM.png\" alt=\"Amazon curated content for Black History Month\" width=\"1122\" height=\"1378\" \/> <em><a href=\"https:\/\/www.amazon.com\/Prime-Video\/\" target=\"_blank\" rel=\"noopener\">Amazon<\/a> curated a list of programs about Black culture and by Black creators during Black History Month.<\/em>[\/caption]\r\n\r\n<h3>Re-Engagement<\/h3>\r\n<p>Re-engagement push notifications are effective because they\u2019re a direct line to your mobile app. There are certain types of mobile apps that rely on re-engagement campaigns\u2014one of those being gaming apps. We\u2019ve talked about <a href=\"https:\/\/iterable.com\/blog\/score-big-with-these-mobile-gaming-user-retention-tips\/\" target=\"_blank\" rel=\"noopener\">mobile gaming retention<\/a> and push notification marketing is one way to keep app users in the loop.\u00a0\u00a0<\/p>\r\n<h4>Words With Friends<\/h4>\r\n\r\n[caption id=\"attachment_108591\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108591\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-63-1.jpg\" alt=\"Words With Friend Re-Engagement push\" width=\"1125\" height=\"302\" \/> <em>Popular mobile game, <a href=\"https:\/\/wordswithfriends.com\/\" target=\"_blank\" rel=\"noopener\">Words With Friends<\/a>, uses urgency and social proof to try and get users to re-engage with their app via push notifications.<\/em>[\/caption]\r\n\r\n<h4>Duolingo<\/h4>\r\n\r\n[caption id=\"attachment_108597\" align=\"alignnone\" width=\"1170\"]<img class=\"size-full wp-image-108597\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Image-from-iOS-14.jpg\" alt=\"Duolingo \" width=\"1170\" height=\"280\" \/> <em>Language learning app, <a href=\"https:\/\/www.duolingo.com\/\" target=\"_blank\" rel=\"noopener\">Duolingo<\/a>, aims to re-engage users with short lessons, specific to each individual\u2019s selected languages.<\/em>[\/caption]\r\n\r\n<h3>Transactional<\/h3>\r\n<p>Push notification marketing can also serve the purpose of sending transactional messages. With food delivery apps, for example, when an order is placed, updates on that order are crucial for customer satisfaction. Sending multiple transactional push notifications during an active order isn\u2019t viewed as annoying, it\u2019s helpful.<\/p>\r\n<h4>DoorDash\u00a0<\/h4>\r\n\r\n[caption id=\"attachment_108657\" align=\"alignnone\" width=\"694\"]<img class=\"wp-image-108657 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.11.36-PM.png\" alt=\"DoorDash informational push\" width=\"694\" height=\"1100\" \/> <em><a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a> updates users on the status of their order with multiple push notifications.<\/em>[\/caption]\r\n\r\n<h3>Promotional<\/h3>\r\n<p>We can\u2019t overlook the importance of promotional push notification marketing either. For retail brands, the goal is to get app users to buy their products. One way to do that is to offer discounts or special deals for those shopping within the app. With deep linking, users can be directed to a deal within the app versus having to search online.<\/p>\r\n<h4>Ulta Beauty<\/h4>\r\n\r\n[caption id=\"attachment_108710\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-108710 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Example-images_Ulta.png\" alt=\"Ulta Beauty promotional push notification marketing\" width=\"1080\" height=\"1220\" \/> <em><a href=\"https:\/\/www.ulta.com\/\" target=\"_blank\" rel=\"noopener\">Ulta Beauty<\/a> offered an app-only deal and featured a product photo in the push notification details.<\/em>[\/caption]\r\n\r\n<h4>Beauty Bay<\/h4>\r\n\r\n[caption id=\"attachment_108651\" align=\"alignnone\" width=\"1114\"]<img class=\"wp-image-108651 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.10.20-PM.png\" alt=\"Beauty Bay promotional push notification\" width=\"1114\" height=\"604\" \/> <em><a href=\"https:\/\/www.beautybay.com\/\" target=\"_blank\" rel=\"noopener\">Beauty Bay<\/a> uses push notifications to offer a coupon code and a reminder of the discount tiers.<\/em>[\/caption]\r\n\r\n<h4>ASOS, House of Fraser<\/h4>\r\n\r\n[caption id=\"attachment_108669\" align=\"alignnone\" width=\"1684\"]<img class=\"wp-image-108669 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.14.12-PM.png\" alt=\"Retail brands promotional push notifications\" width=\"1684\" height=\"1322\" \/> <em>Clothing brands <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a> and <a href=\"https:\/\/www.houseoffraser.co.uk\/\" target=\"_blank\" rel=\"noopener\">House of Fraser<\/a> send promotional push notifications to advertise products and sales.<\/em>[\/caption]\r\n\r\n<h3>Informational<\/h3>\r\n<p>Push notifications are also an excellent channel for sharing information, especially timely information. Everyone is glued to their phones these days, so being able to reach users wherever they are is helpful for sharing important information. Think about news headlines\u2014we\u2019ve all gasped when a shocking push notification hits our home screens.\u00a0<\/p>\r\n<h4>Wired<\/h4>\r\n\r\n[caption id=\"attachment_108633\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108633\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/IMG_2901.jpg\" alt=\"Apple News - Wired\" width=\"1125\" height=\"441\" \/> <em>Apple News shares <a href=\"https:\/\/www.wired.com\/\" target=\"_blank\" rel=\"noopener\">Wired<\/a> magazine's updates midday. This update is particularly relevant with ChatGPT top-of-mind.<\/em>[\/caption]\r\n\r\n<h4>CNN<\/h4>\r\n\r\n[caption id=\"attachment_108639\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108639\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/IMG_2902.jpg\" alt=\"Apple News - CNN\" width=\"1125\" height=\"519\" \/> <em>Apple News shares updates from <a href=\"https:\/\/www.cnn.com\/\" target=\"_blank\" rel=\"noopener\">CNN<\/a> as well. With the CNN app installed, users would get notifications directly from CNN.<\/em>[\/caption]\r\n\r\n<h4>ESPN<\/h4>\r\n\r\n[caption id=\"attachment_108645\" align=\"alignnone\" width=\"1170\"]<img class=\"size-full wp-image-108645\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Image-from-iOS-15.jpg\" alt=\"ESPN push notification marketing\" width=\"1170\" height=\"632\" \/> <em><a href=\"https:\/\/www.espn.com\/\" target=\"_blank\" rel=\"noopener\">ESPN<\/a> shares sport-related news via push notification marketing.<\/em>[\/caption]\r\n\r\n<h3>More Push Notification Marketing Examples to Come<\/h3>\r\n<p>What\u2019s important to remember is that users have to opt in to receive push notifications. This means that as a brand, you\u2019ll have to strike a balance between providing value and being a nuisance. With too many notifications you run the risk of users opting out, but with too few your brand may be forgotten.\u00a0<\/p>\r\n<p>If you\u2019re not sure what works best for your users, don\u2019t be afraid to test. Try out some options, see what works, and run with the top performer. <a href=\"https:\/\/iterable.com\/customers\/obrio\/\" target=\"_blank\" rel=\"noopener\">OBRIO's astrology app, Nebula,<\/a>\u00a0was able to use A\/B testing to figure out which subscription offer push notifications were most impactful.<\/p>\r\n<p>There are endless possibilities with push notifications and brands are starting to get more creative. We\u2019ll continue to collect examples so our library of push notification marketing examples will only continue to grow.\u00a0<\/p>\r\n<p><em>Have you received push notifications you think are noteworthy? Share them on LinkedIn and tag @Iterable.\u00a0<\/em><\/p>","post_title":"A Collection of Push Notification Marketing Examples","post_excerpt":"Take a look at these examples of how other brands are doing push notification marketing and get ready to be inspired.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"push-notification-marketing-examples","to_ping":"","pinged":"","post_modified":"2023-04-26 13:52:17","post_modified_gmt":"2023-04-26 20:52:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108560","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 22, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"push notification marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/push-notification-marketing-examples\/"},{"ID":108540,"post_author":"113","post_date":"2023-03-22 13:51:36","post_date_gmt":"2023-03-22 20:51:36","post_content":"<p><span style=\"font-weight: 400;\">When it comes to standing apart from your competition, it\u2019s all about getting your messages in front of consumers in the most engaging ways possible.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">A comprehensive mobile marketing strategy, that complements all your channels, enables you to stay ahead of the curve\u2014and keep customers coming back for more.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide, we\u2019ll dive deep into how to gain a competitive advantage by putting joy at the center of your cross-channel strategy, while paying attention to the most popular mobile channels.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide, you\u2019ll learn:\u00a0<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More about Welcome, Loyalty, Abandonment, and Re-engagement campaigns\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">From brand names about how they built their mobile marketing strategy\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why joyful experiences are what build brand loyalty\u00a0<\/span><\/li>\r\n<\/ul>","post_title":"From Welcome to Winback: A Mobile Marketing Lookbook of Lifecycle Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns","to_ping":"","pinged":"","post_modified":"2023-03-22 15:46:58","post_modified_gmt":"2023-03-22 22:46:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=108540","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/"},{"ID":108487,"post_author":"103","post_date":"2023-03-22 06:14:23","post_date_gmt":"2023-03-22 13:14:23","post_content":"<p><span style=\"font-weight: 400;\">We\u2019re all feeling the challenges brought on by the current economic climate, including budget cuts, workforce reductions, and decreased consumer spending. To adapt to these challenges, we must learn to do more with less when it comes to our marketing efforts.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">You\u2019ve come to the right place! We\u2019ve got you covered with this checklist. It will give you all you need to get started on implementing tactics <\/span><i><span style=\"font-weight: 400;\">today<\/span><\/i><span style=\"font-weight: 400;\"> to optimize your marketing strategies and techstack, so you\u2019re better prepared for the challenges ahead.<\/span><\/p>","post_title":"Your Checklist for Recession-Proof Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"your-checklist-for-recession-proof-marketing","to_ping":"","pinged":"","post_modified":"2023-03-22 06:14:23","post_modified_gmt":"2023-03-22 13:14:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=108487","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/your-checklist-for-recession-proof-marketing\/"},{"ID":108313,"post_author":"79","post_date":"2023-03-16 14:03:59","post_date_gmt":"2023-03-16 21:03:59","post_content":"<p>We\u2019re all very accustomed to brands asking for our email addresses in exchange for 10% off when we first visit their website, but as of late, there\u2019s a second step to the onboarding process. What feels like all-of-a-sudden, brands have started also getting users to opt-in to receive marketing text messages, or SMS.<\/p>\r\n<p>But, it\u2019s not surprising. It\u2019s the perfect channel for promotional messaging considering \u201cSMS text marketing has an open rate of <a href=\"https:\/\/textsanity.com\/text-message-marketing\/sms-open-rates\/\" target=\"_blank\" rel=\"noopener\">over 98%<\/a> compared to an open rate of just 20% with emails.\u201d<\/p>\r\n<p>Now that brands are jumping on the SMS bandwagon, there are a lot of examples of promotional text messages out there. Obviously, some promotional SMS messages are more engaging than others, but we want to know why. What are the ingredients that make up an engaging promotional SMS that actually leads to conversions?<\/p>\r\n<h3>1. Urgency<\/h3>\r\n<p>Text messages have an urgency behind them that email doesn\u2019t have. If a friend wants to get your attention, they\u2019re going to shoot you a text message. Unless the sender is your grandma, you\u2019re likely not going to get the hot gossip via email.<\/p>\r\n<p>The same thinking applies to promotional SMS messages. If it\u2019s the last day of your brand\u2019s major sale (let\u2019s be honest, you\u2019re going to extend it anyway), you may want to text subscribers to remind them, versus sending them an email that could get buried in an inbox.<\/p>\r\n<p>Urgency isn\u2019t always easy to convey in written copy. <a href=\"http:\/\/searchenginejournal.com\/create-urgency-conversions-sales\/249643\/#close\" target=\"_blank\" rel=\"noopener\">Search Engine Journal<\/a> recommends the following to create a sense of urgency in marketing messages:<\/p>\r\n<ol>\r\n\t<li>Offer something people want<\/li>\r\n\t<li>Set a deadline<\/li>\r\n\t<li>Create scarcity<\/li>\r\n\t<li>Use the right words (now, hurry, last chance, etc.)<\/li>\r\n\t<li>Offer a bonus incentive<\/li>\r\n\t<li>Use numbers<\/li>\r\n\t<li>Customize offers<\/li>\r\n<\/ol>\r\n<p>Combining the high open rate of marketing SMS messages with urgency gives your brand a better chance of engaging customers and, as a result, converting them.<\/p>\r\n<h3>2. Pictures<\/h3>\r\n<p>Technically, adding images to text messages means <a href=\"https:\/\/iterable.com\/blog\/what-is-the-difference-between-sms-and-mms\/\" target=\"_blank\" rel=\"noopener\">we\u2019re in MMS territory, not SMS<\/a>, but that\u2019s besides the point. Texts are great for conveying important information in a short, concise way. But as more and more brands start to take advantage of promotional SMS messages, there needs to be something that sets your mobile marketing messages apart\u2014like an image.<\/p>\r\n<p>Texts, being so short, are easy to read, but not as easy to interpret as an image. According to <a href=\"https:\/\/csfjournal.com\/volume-1-issue-3\/2019\/5\/23\/a-picture-is-worth-a-million-words-measuring-reading-comprehension-differences-between-plain-text-and-text-with-graphics#:~:text=Research%20has%20shown%20that%20the,more%20of%20the%20story%20elements.\" target=\"_blank\" rel=\"noopener\">CSF Journal<\/a>, \u201cResearch has shown that the brain processes visual data 60,000 times faster than text.[6] This combination of text and images should help the reader recognize more of the story elements.\u201d If you're looking to stand out and tell a story quickly via text, think about adding an image.<\/p>\r\n<h3>3. Discounts<\/h3>\r\n<p>We know, we know, try to control your shock, pick your jaw up off the floor\u2014discounts get higher engagement. You might be thinking \u201cwhat is a promotional SMS without a discount?\u201d Fair point. But not all promotional SMS messages contain discounts. They could be new product announcements, exclusive product drops, store openings\u2014you get it. So, while including a discount may seem obvious, a reminder to do so never hurts.<\/p>\r\n\r\n[caption id=\"attachment_108332\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108332\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/IMG_2822.jpg\" alt=\"Harper Wilde discount SMS\" width=\"1125\" height=\"1651\" \/> <em>Bra brand, <a href=\"https:\/\/harperwilde.com\/\" target=\"_blank\" rel=\"noopener\">Harper Wilde<\/a>, sent a 25% off discount giving shoppers the option to use a code or click the link to make a purchase.<\/em>[\/caption]\r\n\r\n<p>In a grand slam of promotional SMS messaging, <a href=\"https:\/\/harperwilde.com\/\" target=\"_blank\" rel=\"noopener\">Harper Wilde<\/a> uses all three ingredients: urgency (one day only), pictures, and a discount. Not only that, they tossed in some <a href=\"https:\/\/iterable.com\/blog\/marketing-emojis-%F0%9F%91%8E-or-%F0%9F%91%8D\/\" target=\"_blank\" rel=\"noopener\">emojis<\/a> to add an extra eye-catching element to their text. Plus, as another added bonus, Harper Wilde offers a promo code or a link to activate the discount. This makes it really easy for subscribers to take advantage of this deal across channels, or even share the promo code with friends.<\/p>\r\n<h3>Make the Promotional SMS Worthwhile<\/h3>\r\n<p>When we say make the SMS worthwhile we mean make it worthwhile for both your brand and the customer. While urgency, pictures, and discounts are crucial ingredients for creating effective promotional SMS messages, there\u2019s a final element that should be woven into every single marketing message sent, SMS or otherwise: individualization.<\/p>\r\n<p>We mentioned it briefly in the above list from Search Engine Journal (the last item is customizing offers), but customizing your promotional SMS messages shows a deep understanding of the customer and builds trust. With the right marketing tools in place, and fleshed out customer profiles, your brand has the ability to send highly individualized messages to each and every customer. Your texts should improve the overall experience with your brand, not annoy customers.<\/p>\r\n<p><em>Interested in sending automated, individualized SMS messages to your customers? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule an Iterable demo<\/a>.<\/em><\/p>","post_title":"Mobile Marketing Tips: Perfecting the Promotional SMS","post_excerpt":"There are a lot of examples of promotional text messages out there\u2014some promotional SMS messages are more engaging than others, but why?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mobile-marketing-tips-promotional-sms","to_ping":"","pinged":"","post_modified":"2023-04-26 08:56:06","post_modified_gmt":"2023-04-26 15:56:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108313","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 16, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mobile-marketing-tips-promotional-sms\/"},{"ID":108164,"post_author":"97","post_date":"2023-03-16 11:49:59","post_date_gmt":"2023-03-16 18:49:59","post_content":"<!-- wp:acf\/itbl-hero-2023 {\"name\":\"acf\/itbl-hero-2023\",\"data\":{\"itbl_hero_2023_layout\":\"layout-7\",\"_itbl_hero_2023_layout\":\"field_641af1806ede8\",\"itbl_hero_2023_breadcrumbs_breadcrumbs\":\"\",\"_itbl_hero_2023_breadcrumbs_breadcrumbs\":\"field_645cdc5a7bff0_field_6434098111090\",\"itbl_hero_2023_breadcrumbs\":\"\",\"_itbl_hero_2023_breadcrumbs\":\"field_645cdc477bfef\",\"itbl_hero_2023_title_2_title\":\"Martech Stack Consolidation Guide\",\"_itbl_hero_2023_title_2_title\":\"field_647ee87628ebf_field_64075b7849bf4\",\"itbl_hero_2023_title_2_separate_mobile_title\":\"0\",\"_itbl_hero_2023_title_2_separate_mobile_title\":\"field_647ee87628ebf_field_64b958eea8ac8\",\"itbl_hero_2023_title_2_title_tag\":\"h1\",\"_itbl_hero_2023_title_2_title_tag\":\"field_647ee87628ebf_field_64075ace49bf3\",\"itbl_hero_2023_title_2_title_alignment\":\"left\",\"_itbl_hero_2023_title_2_title_alignment\":\"field_647ee87628ebf_field_640f189a2a5f6\",\"itbl_hero_2023_title_2_eyebrow_dots\":\"1\",\"_itbl_hero_2023_title_2_eyebrow_dots\":\"field_647ee87628ebf_field_64075c759c904\",\"itbl_hero_2023_title_2_white_title\":\"0\",\"_itbl_hero_2023_title_2_white_title\":\"field_647ee87628ebf_field_64075db80cf33\",\"itbl_hero_2023_title_2_bottom_margin\":\"2\",\"_itbl_hero_2023_title_2_bottom_margin\":\"field_647ee87628ebf_field_64368b5ba7210\",\"itbl_hero_2023_title_2\":\"\",\"_itbl_hero_2023_title_2\":\"field_647ee87628ebe\",\"itbl_hero_2023_text\":\"\\u003cp\\u003eDiscover how to streamline your marketing ecosystem and maximize martech stack investments to thrive in today's economy. 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\/-->","post_title":"Recession Proof Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"recession-proof-marketing","to_ping":"","pinged":"","post_modified":"2023-07-27 13:13:19","post_modified_gmt":"2023-07-27 20:13:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=108164","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Popular Download","pretty_date":"March 16, 2023","terms":[{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["popular-download"],"term_names":["Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/recession-proof-marketing\/"},{"ID":108129,"post_author":"79","post_date":"2023-03-14 07:38:47","post_date_gmt":"2023-03-14 14:38:47","post_content":"<p>Regardless of your brand\u2019s industry or business model, successful marketing measurement is easier said than done. A 2023 research study by the <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2023\/01\/B2C_2023_Research_Final.pdf\" target=\"_blank\" rel=\"noopener\">Content Marketing Institute<\/a> found that the top challenge B2C marketers face when measuring content performance is the difficulty integrating and correlating data across multiple platforms.<\/p>\r\n<p>This is especially true as marketers expand into mobile channels, like SMS\/MMS, mobile push, and in-app notifications. Adding more channels can make measurement more complex, and the rapidly evolving mobile landscape, in particular, is impacted by ongoing privacy updates and regulations. The loops that get thrown marketers\u2019 ways are enough to dissuade <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2023\/01\/B2C_2023_Research_Final.pdf\" target=\"_blank\" rel=\"noopener\">18% from measuring content performance <em>at all<\/em><\/a>.<\/p>\r\n<p>So what\u2019s a new mobile marketer to do? It can be tempting to abandon key performance indicators (KPIs) and rely on gut instinct alone, but with the right mobile marketing metrics and modern technologies making data activation possible, you can learn what\u2019s working and what\u2019s not, and also understand your customers on a much deeper, more meaningful level.<\/p>\r\n<p>Keep reading for classic mobile marketing metrics to get started, as well as more advanced metrics when you\u2019re ready to take your campaign measurement up a notch.<\/p>\r\n<p><em>If you want to become your team\u2019s resident expert on all things mobile, be sure to grab your copy of <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy<\/a>.<\/em><\/p>\r\n<h3>Welcome and Onboarding<\/h3>\r\n<p><strong>Classic metrics<\/strong>: App downloads, bounce rates, and mobile channel opt-ins<br \/>\r\n<strong>Advanced metrics<\/strong>: Referral sources and completion rates of user profiles and preferences<\/p>\r\n<p>Mobile marketers pay a lot of mind to their <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome and onboarding campaigns<\/a>, and rightfully so: apps lose nearly <a href=\"https:\/\/andrewchen.com\/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better\/\" target=\"_blank\" rel=\"noopener\">80 percent of their daily active users<\/a> within just three days. There aren\u2019t second chances for bad first impressions.<\/p>\r\n<p>The mobile marketing metrics that are most critical at this initial lifecycle stage involve understanding how many customers are picking up what you\u2019re putting down, so to speak. That means <strong>tracking app downloads, bounce rates, and opt-in rates<\/strong> for each mobile channel to know exactly how many new users are interested in engaging with your brand.<\/p>\r\n<p>That said, nothing ruins a conversation faster than monologuing. Odds are, you don\u2019t know enough about your new mobile users to send highly personalized messages (yet), so it\u2019s essential to collect <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> straight from the source by asking customers to share more about themselves. Make sure you\u2019re measuring <strong>completion rates of users\u2019 profiles and preferences, as well as tracking referral sources<\/strong> using \u201cHow did you hear about us?\u201d surveys. SMS is the best mobile channel for two-way conversations with customers.<\/p>\r\n<p><em>To learn more about encouraging opt-ins and optimizing ROI, check out this <a href=\"https:\/\/iterable.com\/blog\/your-go-to-guide-for-sms-marketing\/\" target=\"_blank\" rel=\"noopener\">go-to guide for SMS marketing<\/a>.<\/em><\/p>\r\n\r\n[caption id=\"attachment_108130\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-108130 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-91-1.jpg\" alt=\"Bravo captures zero-party data - mobile marketing metrics\" width=\"1125\" height=\"2436\" \/> <em>TV network <a href=\"https:\/\/www.bravotv.com\/\" target=\"_blank\" rel=\"noopener\">Bravo<\/a> uses an SMS welcome campaign to learn users\u2019 favorite shows.<\/em>[\/caption]\r\n\r\n<h3>Nurture and Loyalty<\/h3>\r\n<p><strong>Classic metrics<\/strong>: Message engagement rates and mobile-attributed purchase frequency, average order value, or paid subscription conversion rate<br \/>\r\n<strong>Advanced metrics<\/strong>: Referral program enrollment and app review rate<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-a-nurture-campaign\/\" target=\"_blank\" rel=\"noopener\">Nurture campaigns<\/a> encompass any message you send to existing users to foster affinity, and once they become your top fans, <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/customer-engagement\/how-to-build-a-customer-loyalty-program\/\" target=\"_blank\" rel=\"noopener\">loyalty campaigns<\/a> celebrate and cater to them. As two sides of the same coin, they\u2019re both designed to increase your brand\u2019s relevance to the point where checking in becomes a regular habit for customers.<\/p>\r\n<p><strong>Message engagement rates<\/strong> will be the most obvious mobile marketing metrics for these campaigns, as well as your brand\u2019s core revenue-focused KPIs, whether they be <strong>mobile-attributed purchase frequency, average order value, or paid subscription conversion rate<\/strong>.<\/p>\r\n<p>Although it\u2019s important to keep your brand top-of-mind with current customers, don\u2019t forget to use these campaigns to expand your reach to new audiences. After all, your VIPs are most likely to <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">recruit their social circles<\/a>, so measuring <strong>referral program enrollment, app review rate, and other mobile marketing metrics around influence<\/strong> can create exponential network effects.<\/p>\r\n<p>Few industries know the powers of habit formation and social proof quite like mobile gaming, so consider how <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification strategies<\/a> can level up your customer engagement.<\/p>\r\n<h3>Abandonment<\/h3>\r\n<p><strong>Classic metrics<\/strong>: Cart conversion rates<br \/>\r\n<strong>Advanced metrics<\/strong>: Channel and send time optimization<\/p>\r\n<p>Mobile channels are valuable because they give customers more accessible methods to complete their purchases. But their double-edged sword is that they also offer infinitely more opportunities for distraction: American mobile phone shoppers had the <a href=\"https:\/\/financesonline.com\/statistics-shopping-cart-abandonment-statistics\/\" target=\"_blank\" rel=\"noopener\">highest cart abandonment rate at 80.5%<\/a>, compared to desktop shoppers at 67.8%.<\/p>\r\n<p>You\u2019ll want to measure <strong>conversion rates<\/strong> to determine how well your abandonment campaigns are doing at collecting lost carts. But advanced mobile marketing metrics that can move the needle are <strong>channel and send time optimization<\/strong>, which identify where and when to send reminders to generate the most revenue.<\/p>\r\n<p>One caveat, however, is not to abandon all common sense with your abandonment campaigns. Consumers are savvy, and once they learn a brand sends discounts and other incentives when carts are abandoned, they\u2019ll only continue the practice\u2014and tell all their friends to do the same.<\/p>\r\n<p><em>For more abandonment campaign advice, check out our tips on how to unify carts across channels and <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/\" target=\"_blank\" rel=\"noopener\">orchestrate peak harmonization<\/a>.<\/em><\/p>\r\n\r\n[caption id=\"attachment_108136\" align=\"alignnone\" width=\"1939\"]<img class=\"size-full wp-image-108136\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Asos-1.png\" alt=\"Asos sends abandoned cart push\" width=\"1939\" height=\"1999\" \/> <em>U.K. online retailer <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a> reminds shoppers of abandoned carts via mobile push. <\/em>[\/caption]\r\n\r\n<h3>Re-engagement and Winback<\/h3>\r\n<p><strong>Classic metrics<\/strong>: Unsubscribe rates and customer churn<br \/>\r\n<strong>Advanced metrics<\/strong>: Cross-channel reactivation rates and last activity<\/p>\r\n<p>Even the most beloved brands struggle to retain customers, but you can\u2019t fix a leaky bucket if you don\u2019t know how much you\u2019re losing in the first place. <strong>Unsubscribe rates and customer churn<\/strong> are natural mobile marketing metrics to analyze first, but the best-case scenario would be to prevent opt-outs and signoffs before they happen.<\/p>\r\n<p>The benefit of mobile marketing is the increased likelihood of reactivating users by enlisting the use of multiple channels. If someone unsubscribes from email but still accepts texts or push notifications, not all hope is lost.<\/p>\r\n<p>Make sure you\u2019re measuring <strong>reactivation rates across all channels<\/strong>, as well as <strong>when users were last active<\/strong> to avoid the dreaded breakup message.<\/p>\r\n<p><em>For more ways to get tactical when <a href=\"https:\/\/iterable.com\/blog\/getting-tactical-about-subscriber-churn\/\" target=\"_blank\" rel=\"noopener\">combating subscriber churn<\/a>, we\u2019ve got you covered.<\/em><\/p>\r\n<h3>Measure Mobile Marketing Metrics With Iterable<\/h3>\r\n<p>Whether you\u2019re setting benchmarks for your app launch or looking to uplevel your brand\u2019s effectiveness at reaching audiences wherever they are, the KPIs you prioritize will set the tone for your team and the content they create.<\/p>\r\n<p>And the first step to achieving your goals is to have the right tools at your disposal, ensuring you can track your progress throughout the entire customer lifecycle.<\/p>\r\n<p>As a unified customer engagement platform, Iterable makes it easy to measure mobile marketing metrics across SMS\/MMS, mobile push, in-app and more\u2014all in one place.<\/p>\r\n<p><em>To learn how your brand can measure smarter and message better, <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">request a demo of Iterable today<\/a>.<\/em><\/p>","post_title":"Classic and Advanced Mobile Marketing Metrics to Prioritize","post_excerpt":"Keep reading for classic mobile marketing metrics to get started, plus more advanced metrics to take your campaign measurement up a notch.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"classic-and-advanced-mobile-marketing-metrics-to-prioritize","to_ping":"","pinged":"","post_modified":"2023-04-26 09:00:20","post_modified_gmt":"2023-04-26 16:00:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108129","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 14, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile marketing metrics\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/classic-and-advanced-mobile-marketing-metrics-to-prioritize\/"},{"ID":108024,"post_author":"79","post_date":"2023-03-09 12:11:46","post_date_gmt":"2023-03-09 20:11:46","post_content":"<p>By now, you\u2019ve likely started seeing more text messages from brands. In 2021, <a href=\"https:\/\/simpletexting.com\/2022-texting-and-sms-marketing-statistics\/#:~:text=In%202021%2C%2042%25%20of%20business,over%2Dgrowth%20in%20SMS%20adoption.\" target=\"_blank\" rel=\"noopener\">42% of business owners<\/a> texted their customers, while in 2022, that number grew to 55%. Brands are using texting more and more as a way to reach customers because, well, it often works. As <a href=\"https:\/\/www.marketingdive.com\/ex\/mobilemarketer\/cms\/opinion\/columns\/4755.html\" target=\"_blank\" rel=\"noopener\">Marketing Dive<\/a> pointed out when looking at the efficacy of mobile advertising, \u201cthe average successfulness of individual SMS\/MMS campaigns was approximately 27 times higher than in the case of Internet banner campaigns.\u201d<\/p>\r\n<p>This brings up a good point. What you might not know immediately is that text messages can actually be broken up into two categories: SMS and MMS. Let\u2019s do a quick introduction into these two messaging types and how you might use them differently.<\/p>\r\n<h3>What is SMS?<\/h3>\r\n<p>SMS, or Short Message Service, is the more commonly known term of the two. These are simple messages coming in at under 160 characters and featuring only text. SMS messages are effective for a few reasons, but marketers love them because they\u2019re affordable and don\u2019t require an internet connection to send or receive\u2014so, as a brand, your chances of reaching the customer are much higher.<\/p>\r\n\r\n[caption id=\"attachment_108025\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108025\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-70-1.jpg\" alt=\"SMS from Grubhub\" width=\"1125\" height=\"826\" \/> <em><a href=\"https:\/\/www.grubhub.com\/\" target=\"_blank\" rel=\"noopener\">Grubhub<\/a>, the food delivery app, allows drivers to send short and sweet transactional SMS messages to inform customers about their orders.<\/em>[\/caption]\r\n\r\n<h3>What is MMS?<\/h3>\r\n<p>MMS, or Multimedia Message Service, are like fancy SMS messages. These are the text messages you receive from brands that include media like links, images, videos, or audio. Also, these are the messages that exceed 160 characters\u2014up to <a href=\"https:\/\/telnyx.com\/resources\/sms-vs-mms\" target=\"_blank\" rel=\"noopener\">1,600<\/a> in fact according to our friends at Telnyx.<\/p>\r\n<p>Unlike SMS, MMS requires internet or a strong cellular service to be sent and received, which makes sense as media files are much bigger than text files. MMS messages also tend to be slightly more expensive than SMS.<\/p>\r\n\r\n[caption id=\"attachment_108031\" align=\"alignnone\" width=\"638\"]<img class=\"size-full wp-image-108031\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-09-at-2.27.39-PM.png\" alt=\"United Airlines MMS\" width=\"638\" height=\"1232\" \/> <em><a href=\"https:\/\/www.united.com\/\" target=\"_blank\" rel=\"noopener\">United Airlines<\/a> sends lengthy, detailed MMS messages to travelers to inform them of flight status.<br \/>\r\n<\/em>[\/caption]\r\n\r\n<h3>Common Use Cases for SMS and MMS<\/h3>\r\n<p>With <a href=\"https:\/\/simpletexting.com\/2022-texting-and-sms-marketing-statistics\/#:~:text=In%202021%2C%2042%25%20of%20business,over%2Dgrowth%20in%20SMS%20adoption.\" target=\"_blank\" rel=\"noopener\">opt-in rates for SMS marketing also increasing<\/a>, it\u2019s valuable to understand the different ways you can incorporate SMS and MMS into your cross-channel marketing strategies.<\/p>\r\n<p>Let\u2019s start with SMS. Due to character limitations, SMS use cases tend to be more transactional in nature (like the Grubhub example).<\/p>\r\n<p>From our customers we\u2019ve seen these to be the most common:<\/p>\r\n<ul>\r\n\t<li>Event reminders (like appointments)<\/li>\r\n\t<li>Order confirmations<\/li>\r\n\t<li>Updates for things like delivery<\/li>\r\n\t<li>Two-factor authentications<\/li>\r\n\t<li>Customer satisfaction surveys<\/li>\r\n<\/ul>\r\n<p>This last one is where we see room for growth from SMS use in the immediate future. As <a href=\"https:\/\/www.epsilon.com\/us\/insights\/trends\/third-party-cookies\" target=\"_blank\" rel=\"noopener\">third-party cookies die out<\/a>, collecting zero-party data like a customer\u2019s satisfaction or preferences will be crucial to enhancing the user experience.<\/p>\r\n<p>Now for MMS. Much like social media algorithms that <a href=\"https:\/\/www.inc.com\/young-entrepreneur-council\/videos-vs-images-what-should-you-be-promoting-on-social-media.html\" target=\"_blank\" rel=\"noopener\">prefer multimedia<\/a>, there seems to be an inherent draw of an image or video that text can\u2019t quite replicate. Consequently, the use cases for MMS tend to move beyond more transactional communications.<\/p>\r\n<p>These include:<\/p>\r\n<ul>\r\n\t<li>New product announcements<\/li>\r\n\t<li>Video walkthroughs<\/li>\r\n\t<li>Customer support screenshots<\/li>\r\n\t<li>Promotions<\/li>\r\n\t<li>Event invites<\/li>\r\n\t<li>Abandoned cart notifications<\/li>\r\n<\/ul>\r\n<p>Or, in some cases, just to amp up excitement. Those fun, gif-laden texts you get from brands? MMS.<\/p>\r\n\r\n[caption id=\"attachment_108045\" align=\"alignnone\" width=\"890\"]<img class=\"wp-image-108045 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-09-at-2.39.26-PM.png\" alt=\"MMS with gif from The Nudge\" width=\"890\" height=\"1382\" \/> <em><a href=\"https:\/\/www.nudgetext.com\/\" target=\"_blank\" rel=\"noopener\">The Nudge<\/a>, a planning app, adds fun gifs and imagery to the MMS messages to start the message on a fun note. <\/em>[\/caption]\r\n\r\n<p>When you look at it plainly, SMS and MMS are very similar and can be used in sometimes interchangeable ways.<\/p>\r\n<h3>SMS vs. MMS for Your Brand<\/h3>\r\n<p>The natural question becomes: \u201cDo I use MMS or SMS for my brand?\u201d<\/p>\r\n<p>Like most general marketing questions, the answer is \u201cit depends.\u201d But there are a few ways you can identify what works for your brand.<\/p>\r\n<p>First is your brand tone and style. Do you keep things light and fun? MMS might be better suited as your main texting option. If your brand is more formal, simple SMS messages might be more your speed.<\/p>\r\n<p>Second is your product and industry. Does your brand sell a product that looks good in images or needs an explainer video? MMS. Are you in an industry that covers more serious topics like mental health? An SMS might be better suited.<\/p>\r\n<p>This is not to say that MMS always has to be fun and playful. MMS messages can be informative and educational as well. It\u2019s all how you use it, but within the parameters of your own brand. We encourage you to experiment with both\u2014if you have the budget\u2014and see if engagement rates change!<\/p>\r\n<p><em>And, when you are curious to learn more, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">reach out<\/a> or <a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\">check out this guide<\/a> to learn more about mobile marketing overall!<\/em><\/p>","post_title":"What is the Difference Between SMS and MMS?","post_excerpt":"Text messages can actually be broken up into two categories: SMS and MMS. Here's a quick intro to these two messaging types.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-the-difference-between-sms-and-mms","to_ping":"","pinged":"","post_modified":"2023-03-15 17:24:57","post_modified_gmt":"2023-03-16 00:24:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108024","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 09, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS and MMS\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-the-difference-between-sms-and-mms\/"},{"ID":107953,"post_author":"79","post_date":"2023-03-06 10:48:52","post_date_gmt":"2023-03-06 18:48:52","post_content":"<p>Every March we recognize Women\u2019s History Month\u2014a month dedicated to acknowledging and celebrating the challenges women have faced and, in spite of those challenges, the achievements they\u2019ve been able to accomplish. According to the <a href=\"https:\/\/nationalwomenshistoryalliance.org\/2023-theme\/\" target=\"_blank\" rel=\"noopener\">National Women\u2019s History Alliance<\/a>, the theme this year for Women\u2019s History Month is \u201cCelebrating Women Who Tell Our Stories.\u201d<\/p>\r\n<p>Because the theme focuses on uplifting women who can speak for the voiceless, this month, brands should strive to put an emphasis on highlighting specific women who belong to underrepresented groups or minorities. This month, especially with this theme, is all about sharing perspectives and experiences to help deepen understanding and acceptance.<\/p>\r\n<p>During Women\u2019s History Month we often see brands strive to embody these goals through their marketing communications. Some succeed, others may fall short, but today, we\u2019re focusing on the positive. Which brands, as of late, have gotten Women\u2019s History Month marketing right? What makes them stand out as good examples? Let\u2019s get into it.<\/p>\r\n<h3>1. M&amp;M\u2019s Flips the Status Quo<\/h3>\r\n<p><a href=\"https:\/\/www.polygon.com\/23567793\/m-and-m-spokescandies-controversy-explained-shoe-change-green-tucker-carlson\" target=\"_blank\" rel=\"noopener\">Spokescandy controversy<\/a> aside (insert eyeroll here), <a href=\"https:\/\/www.mms.com\/en-us\/\" target=\"_blank\" rel=\"noopener\">M&amp;M\u2019s<\/a> is embracing Women\u2019s History Month by creating brand new packaging. For the first time, the brand is debuting a design featuring only their female-identifying spokescandies: green, brown, and purple. In addition, the packaging is upside down to represent women who are \u201cflipping the status quo.\u201d<\/p>\r\n\r\n[caption id=\"attachment_107966\" align=\"alignnone\" width=\"2700\"]<img class=\"size-full wp-image-107966\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/screencapture-mms-en-us-flipthestatusquo-2023-02-27-14_04_35-edit.png\" alt=\"M&amp;Ms Women's History Month website\" width=\"2700\" height=\"3800\" \/> <em>For Women\u2019s History Month, M&amp;M\u2019s all-female spokescandies are flipped upside down to represent flipping the status quo.<\/em>[\/caption]\r\n\r\n<p>Not only are they revamping their packaging, but M&amp;M\u2019s also created an entire section of their website dedicated to \u201c<a href=\"https:\/\/www.mms.com\/en-us\/flipthestatusquo\" target=\"_blank\" rel=\"noopener\">flipping the status quo<\/a>.\u201d And, to align with the theme of the month, this page features a carousel of women who are making a difference, like <a href=\"https:\/\/www.instagram.com\/eyeconicash\/?hl=en\" target=\"_blank\" rel=\"noopener\">Ashlee Muhammed<\/a>, a streetwear designer, and <a href=\"https:\/\/www.instagram.com\/ledania\/?hl=en\" target=\"_blank\" rel=\"noopener\">Ledania<\/a>, a graffiti artist. They also are donating to the <a href=\"https:\/\/seejane.org\/\" target=\"_blank\" rel=\"noopener\">Geena Davis Institute on Gender in Media<\/a> and the <a href=\"https:\/\/femalefoundercollective.com\/\" target=\"_blank\" rel=\"noopener\">Female Founder Collective<\/a>.<\/p>\r\n<h3>2. Apt2b Highlights Women Making a Difference<\/h3>\r\n<p><a href=\"https:\/\/www.apt2b.com\/\" target=\"_blank\" rel=\"noopener\">Apt2b<\/a>, the furniture brand, sent out an email asking subscribers to nominate a woman who inspires them. There are a few noteworthy elements of this campaign to point out. First, the timing of the campaign. Rather than waiting until March, Apt2b got ahead of Women's History Month and launched mid-February, giving the campaign plenty of time to run before and into March.<\/p>\r\n\r\n[caption id=\"attachment_107972\" align=\"alignnone\" width=\"927\"]<img class=\"size-full wp-image-107972\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/screencapture-mail-google-mail-u-0-2023-02-28-11_46_00-edit.png\" alt=\"Apt2b supporting the theme of Women's History Month\" width=\"927\" height=\"3119\" \/> <em>Apt2b offers a sectional or a design consultation to one of the nominees.<\/em>[\/caption]\r\n\r\n<p>Not only is the timing of the campaign noteworthy, but the focus of the campaign is asking subscribers to nominate women who have been an asset to their communities and who have achievements they want to recognize. This directly aligns with the theme of \u201cCelebrating Women Who Tell Our Stories.\u201d Lastly, they are offering a prize to one of the nominees, showing their appreciation for the women who make a difference.<\/p>\r\n<h3>3. Quizlet Offers Women's History Month Study Sets<\/h3>\r\n<p>Learning and studying site, <a href=\"https:\/\/quizlet.com\/\" target=\"_blank\" rel=\"noopener\">Quizlet<\/a>, also sent out communications that aligned with the overarching theme of Women\u2019s History Month. Their email puts a huge emphasis on learning with the top module including a CTA to women\u2019s history study sets. The email continues with a blog post focused on women who challenged the status quo.<\/p>\r\n\r\n[caption id=\"attachment_107978\" align=\"alignnone\" width=\"1544\"]<img class=\"size-full wp-image-107978\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/screencapture-reallygoodemails-emails-celebrating-womens-history-month-2023-02-28-12_43_55-edit.png\" alt=\"Quizlet Provides Women's History Study Sets\" width=\"1544\" height=\"4191\" \/> <em>Quizlet\u2019s Women\u2019s History Month email featured content specifically created for March. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/celebrating-womens-history-month-\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s important to call out about this email is that it closely aligns with Quizlet\u2019s brand. Their mission, as it says on their site, is \u201cwe believe that anyone can learn anything. All it takes is a tenacious spirit, the right guidance, and the tools to see it through.\u201d So, by offering study sets about women\u2019s history, they\u2019re encouraging learning while also supporting the cause.<\/p>\r\n<h3>How Can Your Brand Support Women\u2019s History Month?<\/h3>\r\n<p>As with all months of recognition, your brand shouldn\u2019t speak up just for the sake of being part of the conversation. It\u2019s not enough anymore. Brands have the resources to make a difference and during these months of recognition\u2014Women\u2019s History Month and others\u2014brands need to step up and move the needle to create change.<\/p>\r\n<p>When thinking about marketing messaging to create during Women\u2019s History Month, think about what your brand excels in and how it can offer to support the cause. In the past, we\u2019ve spoken a lot about <a href=\"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/\" target=\"_blank\" rel=\"noopener\">authenticity in marketing<\/a> and aligning with your brand is a great place to start. M&amp;M\u2019s highlighted their female-identifying spokescandies, Apt2b offered prizes of furniture or design consultations, and Quizlet created study sets to help subscribers learn more about women\u2019s history. Tying the cause to the brand helps create a more authentic connection with customers.<\/p>\r\n<p>At Iterable, our Women\u2019s Network affinity group is open and welcome to all Iterators. It\u2019s a community where we can share our experiences, uplift each other, and initiate change at Iterable to continue to support underrepresented groups.<\/p>\r\n<p><em>Follow us on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> and <a href=\"https:\/\/www.instagram.com\/iterable\/?hl=en\" target=\"_blank\" rel=\"noopener\">Instagram<\/a> throughout this month as we highlight some female marketers who have flipped the status quo and let us know any you know are worth highlighting as well.<\/em><\/p>","post_title":"Brands Getting Women\u2019s History Month Right","post_excerpt":"Which brands, as of late, have gotten Women\u2019s History Month marketing right? What makes them stand out as good examples? Let\u2019s get into it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brands-getting-womens-history-month-right","to_ping":"","pinged":"","post_modified":"2023-03-06 10:48:52","post_modified_gmt":"2023-03-06 18:48:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107953","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 06, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brands-getting-womens-history-month-right\/"},{"ID":107880,"post_author":"103","post_date":"2023-03-02 14:02:02","post_date_gmt":"2023-03-02 22:02:02","post_content":"<p>The current economic climate presents a number of challenges for marketers, including budget cuts, workforce reductions, and decreased consumer spending. To adapt to these challenges, we must learn to do more with less. It\u2019s more important than ever to take a strategic approach to marketing that focuses on targeting the right audience at the right time with a seamless tech-stack that allows you to focus on what matters \u2013 the customer experience. By adopting creative strategies, marketers can overcome these challenges and achieve success in a resource-constrained environment.<\/p>\r\n<p>In this webinar, you\u2019ll learn tactics that can help increase marketing program performance while maintaining a positive customer experience. Iterable\u2019s very own Hannah Ogden Borst, Senior Strategy Consultant, and Ryan Brelje, Senior Product Marketing Manager, will discuss practical steps that businesses can take to make their marketing campaigns recession-proof. By the end of the webinar, you\u2019ll have a clear understanding of how to boost marketing efficiency and drive revenue growth in the face of economic uncertainty.<\/p>\r\n<p><strong>You\u2019ll walk away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Iterable\u2019s four-step game plan<\/li>\r\n\t<li>Immediate actions you can put in place today<\/li>\r\n\t<li>Longer-term goals to optimize your CX tech-stack<\/li>\r\n\t<li>Examples of success stories from other leading brands<\/li>\r\n<\/ul>","post_title":"Thriving Not Just Surviving: Proven Tactics for Recession-Proof Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"thriving-not-just-surviving-proven-tactics-for-recession-proof-marketing","to_ping":"","pinged":"","post_modified":"2023-03-22 10:33:48","post_modified_gmt":"2023-03-22 17:33:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=107880","menu_order":8,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 02, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":14,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/thriving-not-just-surviving-proven-tactics-for-recession-proof-marketing\/"},{"ID":107745,"post_author":"79","post_date":"2023-02-28 10:58:26","post_date_gmt":"2023-02-28 18:58:26","post_content":"<p>It\u2019s no mystery that a \u201ccookieless future\u201d is upon us. Despite some initial delays, <a href=\"https:\/\/www.cookiebot.com\/en\/google-third-party-cookies\/\" target=\"_blank\" rel=\"noopener\">Google plans to eliminate third-party cookies<\/a> in Chrome browsers this year and Apple has already <a href=\"https:\/\/www.forbes.com\/sites\/kateoflahertyuk\/2022\/05\/25\/apple-slams-facebook-and-google-with-bold-new-privacy-ad\/?sh=25fbb9e63287\" target=\"_blank\" rel=\"noopener\">blocked data aggregators<\/a> and social media platforms like Facebook and Instagram from collecting data from iPhones and iPads\u2014which make up about 60% of mobile devices used today\u2014causing companies to lose over half of their third-party data.<\/p>\r\n<p>Nearly <a href=\"https:\/\/www.adrianswinscoe.com\/2022\/08\/nearly-half-of-cmos-are-not-ready-for-a-cookieless-future\/\" target=\"_blank\" rel=\"noopener\">half of CMOs<\/a> agree that their teams are not ready for this transition away from third-party data. And although many brands inherently have a \u201csweet tooth\u201d for zero-party data, they are not confident in their ability to collect and act on that data. In fact, according to a new report from <a href=\"https:\/\/cmocouncil.org\/expert-views\/cmo-blog\/data-moving-at-the-speed-of-disruption\" target=\"_blank\" rel=\"noopener\">The CMO Council<\/a>, while 91% of CMOs say direct access to customer data is a critical competitive advantage, only 11% say that data is readily accessible to them.<\/p>\r\n<p>But, without getting on board now and putting a strategic foundation in place\u2014as stricter consumer privacy restrictions pop up\u2014it will only become harder to navigate the future of zero-party data collection. The time to embrace zero-party data collection and application is here. Whether your team is ready or not, it\u2019s time to start putting these strategies in place. We\u2019re hoping we can help make it less daunting.<\/p>\r\n<h3>Shifting to a Zero-Party Mindset<\/h3>\r\n<p>Zero-party data is data that comes directly from the customer. It\u2019s information they provide\u2014think profile settings, birthdays, etc. Collecting zero-party data requires embracing a mindset shift. Marketers of the past were like hoarders\u2014keeping any data they could get their hands on and figuring out what to do with it later. Now, by remodeling data collection practices, and restructuring strategies with consumers in mind, brands can deliver on high consumer expectations and work with\u2014not against \u2014 consumers to do so. <br \/>\r\nBuilding an effective zero-party strategy requires:<\/p>\r\n<ol>\r\n\t<li>Understanding what zero-party data is and why it\u2019s important<\/li>\r\n\t<li>Determining what data to collect and how to get it (without overwhelming or annoying the customer)<\/li>\r\n\t<li>Applying zero-party data to existing campaigns to deliver better results<\/li>\r\n<\/ol>\r\n<p>Your data strategy should be transparent and deliver value. Customers need to know why your brand wants to collect this data, and they need to understand that by divulging this information, they'll see returns in the form of a valuable experience.<\/p>\r\n<h3>Understanding Zero-Party Data<\/h3>\r\n<p>Collecting zero-party data is a chicken-or-egg scenario in the sense that brands need to convince customers of the value of providing that information but, to demonstrate value, they need the data. When customers offer up zero-party data they\u2019re basically saying, \u201cI like you enough as a brand that I'm willing to give you information you don't necessarily need.\u201d<\/p>\r\n<p>But, the zero-party data your brand collects can\u2019t be frivolous\u2014remember, we\u2019re no longer data-hoarders. Each nugget of information you ask customers to provide needs to make their journey more seamless and their experience overall more cohesive.<\/p>\r\n<h3>Collecting Zero-Party Data<\/h3>\r\n<p>So once you\u2019ve decided you need to gather zero-party data, the question then becomes, \u201chow?\u201d From a tactical perspective, when we think about how brands are obtaining this information, there are multiple ways to collect zero-party data. Here are three common collection methods:<\/p>\r\n<h4>1. Account Creation<\/h4>\r\n<p>Brands often ask users to create an account in exchange for some benefit. Account creation, for example, at the bare minimum, requires a user's email address. Brands often offer easier order tracking or membership to a loyalty program in exchange for this information. An easy way to uplevel account creation is to add preference options. Let the user choose right away the types of messages or products they want to hear about. It sets the expectation of value that you can now deliver on.<\/p>\r\n\r\n[caption id=\"attachment_107764\" align=\"alignnone\" width=\"2624\"]<img class=\"wp-image-107764 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screen-Shot-2023-02-28-at-1.49.22-PM.png\" alt=\"Sephora collects zero-party data by getting users to sign in for free shipping.\" width=\"2624\" height=\"1204\" \/> <em>Sephora offers free standard shipping in exchange for users signing up and in that process, providing their email address.<\/em>[\/caption]\r\n\r\n<h4>2. Post-Purchase Surveys<\/h4>\r\n<p>After a purchase is made, brands often reach out to customers to get their feedback on the product and overall shopping experience. Because the brand already has access to the customers\u2019 email address and other information required for a purchase, this method of zero-party data collection can capture additional preferences to help personalize future communications\u2014like product recommendations. Survey engagement can be tough. Try incentivizing survey completion with a discount or gift of some sort.<\/p>\r\n\r\n[caption id=\"attachment_107752\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-107752 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/File-97.jpg\" alt=\"Resy collects post-purchase zero-party data via survey\" width=\"1125\" height=\"1671\" \/> <em>Through post-experience surveys Resy aims to understand the user\u2019s restaurant preferences.<\/em>[\/caption]\r\n\r\n<h4>3. Tracking Website Activities<\/h4>\r\n<p>While browsing and web activity would technically be considered first-party data (it\u2019s collected implicitly), there are opportunities to collect zero-party data as users interact with your website or app. Helpful in-browser or in-app messages, for example, can make the overall experience easier while collecting customer preferences.<\/p>\r\n\r\n[caption id=\"attachment_107770\" align=\"alignnone\" width=\"1456\"]<img class=\"size-full wp-image-107770\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Conversational-Popup-from-Octane-AI-Bariatric-Fusion.gif\" alt=\"conversational pop-ups to collect zero-party data\" width=\"1456\" height=\"821\" \/> <em>According to <a href=\"https:\/\/www.octaneai.com\/blog\/what-is-zero-party-data-and-how-to-collect-it\" target=\"_blank\" rel=\"noopener\">Octane AI,<\/a> conversational pop-ups help drive six times the conversions and twice the opt-ins while also collecting vital zero-party data. Source: <a href=\"https:\/\/www.octaneai.com\/blog\/what-is-zero-party-data-and-how-to-collect-it\" target=\"_blank\" rel=\"noopener\">Octane AI<\/a>.<br \/>\r\n<\/em>[\/caption]\r\n\r\n<p>We recommend brands start collecting this data during the onboarding\/new user registration process. New customers tend to be more amenable to sharing information because they know they\u2019ll receive more relevant product recommendations by stating their needs up front.<\/p>\r\n<h3>Applying Zero-Party Data<\/h3>\r\n<p>Once you\u2019ve collected the data, your brand needs to use it\u2014easier said than done. According to <a href=\"https:\/\/hbr.org\/2020\/02\/small-data-can-play-a-big-role-in-ai\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, while businesses have more data than ever, they struggle to put that data to work. The report notes that for every \u201cbig\u201d data set, one that contains at least a billion columns and rows, brands likely have a thousand smaller sets of data going totally unused.<\/p>\r\n<p>In fact, while <a href=\"https:\/\/www.statista.com\/topics\/4481\/personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">90% of U.S. consumers<\/a> find marketing personalization very or somewhat appealing, <a href=\"https:\/\/hbr.org\/sponsored\/2019\/10\/beyond-big-data-why-small-data-integration-is-the-key-to-cxm-success\" target=\"_blank\" rel=\"noopener\">only 15% of marketers<\/a> can integrate data to create a holistic customer view. This gap between data and data usage is what we call <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">the activation gap<\/a>.<\/p>\r\n<h4>Zero-Party Data in Practice<\/h4>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, the real estate site, for example, sends out curated, dynamic, automated emails featuring properties that are relevant to each individual user. To get those curated house listings, customers are prompted with a series of questions about what they like and dislike, where they want to purchase, their price range, their income, what interest rates they\u2019re comfortable with, what kind of loans, etc.<\/p>\r\n<p>They\u2019ve also put zero-party data to work in their re-engagement campaigns. To engage pre-existing users during their home shopping experience, Zillow sends a nurture email campaign with targeted content when someone takes an identified home shopping action on the site\u2014 resulting in <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-zillow-case-study\/\" target=\"_blank\" rel=\"noopener\">a 161% increase in open rates and an 18% increase in click-to-open rates<\/a>.<\/p>\r\n<h3>Embracing This Data Type<\/h3>\r\n<p>While reaching buyers at scale will be more difficult without third-party cookies, challenges force us to grow. The move to a cookieless strategy is part of an overall shift to being more privacy-centric, which consumers want. These changes will also lead to more engagement with brands via email and other marketing channels to ultimately help marketers drive more value for their brands and customers.<\/p>\r\n<p>Marketers should be focusing on building connections with their individual customers, anyways. The shift towards zero-party data is just the nudge we all need. Broad swaths of mass marketed ads might yield short-term conversions, but fall short in delivering long term value. By activating zero-party data, marketers will reach the right people at the right time and deliver better ROI for marketing dollars spent.<\/p>\r\n<p><em>To learn more about how Iterable can help your brand close the activation gap and take advantage of zero-party data, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Zero-Party Data Strategies for 2023","post_excerpt":"It\u2019s time to start putting these zero-party data strategies in place. We\u2019re hoping we can help make it less daunting.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"zero-party-data-strategies-for-2023","to_ping":"","pinged":"","post_modified":"2023-02-28 10:58:26","post_modified_gmt":"2023-02-28 18:58:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107745","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Zero-Party Strategies\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/"},{"ID":107686,"post_author":"79","post_date":"2023-02-23 08:27:58","post_date_gmt":"2023-02-23 16:27:58","post_content":"<p>There\u2019s nothing that compares to the flutter of your heart when you hear that notorious \u201cbuzz buzz\u201d of your phone. Something exciting is happening on that little digital brick and you have to know\u2014right away\u2014what\u2019s going on. Marketers are fully aware that mobile devices are extensions of their customers and serve as a direct line of communication.<\/p>\r\n<p>Because of this ability to reach customers wherever and whenever, they\u2019re starting to increasingly embrace mobile marketing strategies. But, as mobile capabilities evolve, new trends are starting to emerge\u2014and brands are taking note. Let\u2019s explore some of these latest mobile trends.<\/p>\r\n<h3>Mobile Gaming<\/h3>\r\n<p>Mobile gaming is taking off. According to <a href=\"https:\/\/venturebeat.com\/business\/newzoo-over-3-billion-gamers-by-2023\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a>, the <strong>total global number of gamers will reach three billion this year<\/strong>. That means over a third of the global population plays games. While much of this growth is attributed to shifting demographics\u2014\u201dmost young folks play games\u201d\u2014mobile gaming is also responsible for some of the growth.<\/p>\r\n<p>One reason why mobile gaming, specifically, is contributing to the growth of the gaming industry is because of the free-to-play model. Users can download a mobile gaming app, play for free, and then make in-game purchases. The free-to-play model is so effective that \u201c<a href=\"https:\/\/venturebeat.com\/business\/newzoo-over-3-billion-gamers-by-2023\/\" target=\"_blank\" rel=\"noopener\">98% of all mobile game revenues<\/a> were generated through in-game transactions.\u201d<\/p>\r\n<p>So what\u2019s the connection to mobile marketing? Understanding there\u2019s a large gaming population, and the difficulty of <a href=\"https:\/\/iterable.com\/blog\/score-big-with-these-mobile-gaming-user-retention-tips\/\" target=\"_blank\" rel=\"noopener\">retaining<\/a> and <a href=\"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/\" target=\"_blank\" rel=\"noopener\">engaging<\/a> app users, mobile marketers have started to incorporate aspects of gamification.<\/p>\r\n<h4>Gamification in Non-Gaming Apps<\/h4>\r\n<p>Adding gaming elements to consumer apps can increase retention. Diet app, Noom, for example, sets reading goals within the app. Once the daily reading task is achieved, users are rewarded with coins. Users try to complete readings, collect coins, and level up\u2014similar to a game. This aspect of leveling up and making progress helps retain customers and reduce churn. After all, who wants to start over at level one?<\/p>\r\n\r\n[caption id=\"attachment_107693\" align=\"alignnone\" width=\"1100\"]<img class=\"size-full wp-image-107693\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/MTkwMDM3ODgzNTY5MDU1Mzkw.webp\" alt=\"Noom gamification mobile trend\" width=\"1100\" height=\"615\" \/> <em>Noom offers readings and quizzes to help customers \u201clevel up\u201d as they continue to use the app. Source: <a href=\"https:\/\/www.si.com\/showcase\/health\/noom-weight-loss-app-review\" target=\"_blank\" rel=\"noopener\">Sports Illustrated<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Mobile Video<\/h3>\r\n<p>Video, as a medium, has always held consumers\u2019 attention. But the popularity of mobile video, in particular, is skyrocketing. \u201cIn 2020, 63% of all mobile traffic was video traffic. This number is predicted to grow to <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-marketing-trends-in-2020\" target=\"_blank\" rel=\"noopener\">76% by 2025<\/a>.\u201d Also of note, \u201cin 2021, the average US user had 9.5 streaming apps on a mobile device. This is an <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-marketing-trends-in-2020\" target=\"_blank\" rel=\"noopener\">85% increase<\/a> in comparison to 2019.\u201d<\/p>\r\n<p>Understanding how consumers are using different platforms is crucial for video success. If videos interrupt or prolong activities, they\u2019re not going to engage users. Take TikTok, for example. The video-based social network is rapidly gaining popularity (it\u2019s been downloaded <a href=\"https:\/\/wallaroomedia.com\/blog\/social-media\/tiktok-statistics\/\" target=\"_blank\" rel=\"noopener\">2.6 billion times worldwide<\/a>) and it runs on short, user-generated videos. Plus TikTok\u2019s algorithm gives each individual user a custom experience\u2014delivering only videos the user is most likely to interact with. If your brand\u2019s ad or video is too long, staged, or irrelevant, users are going to scroll.<\/p>\r\n<h4>Video Ads<\/h4>\r\n<p>One marketing example of mobile videos <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-marketing-trends-in-2020\" target=\"_blank\" rel=\"noopener\">Udonis<\/a> points to is the expansion of mobile video ads. As mentioned above, free-to-play mobile games prove to be beneficial for increased engagement but how can brands make money while they wait for users to make in-app purchases? Ads. But, with a variety of mobile video platforms to choose from, Udonis points out, brands have to be smart about how and where they display their video ads.<\/p>\r\n\r\n[caption id=\"attachment_107699\" align=\"alignnone\" width=\"1024\"]<img class=\"size-full wp-image-107699\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/In-app-video-ad-example-1024x532-1.jpeg\" alt=\"Motioncue example of a video ad within a mobile game\" width=\"1024\" height=\"532\" \/> <em>One place we often see mobile video ads is in free-to-play games. They pop up, advertising other similar games to capture users\u2019 attention. Source: <a href=\"https:\/\/motioncue.com\/mobile-video-advertising\/\" target=\"_blank\" rel=\"noopener\">Motioncue<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Social Commerce as a Mobile Trend<\/h3>\r\n<p>Speaking of social networks, another mobile trend to watch is social commerce. Social commerce, very simply, is selling through social networks. According to McKinsey, \u201cIn 2021, $37 billion in goods and services were purchased through social-commerce channels. By 2025, that figure is expected to swell to nearly $80 billion, or 5 percent of total US e-commerce.\u201d<\/p>\r\n<p>The umbrella of \u201csocial commerce,\u201d however, covers a variety of marketing tactics. One example is brands implementing augmented reality (AR). L\u2019Oreal, the beauty brand, rolled out a <a href=\"https:\/\/techcrunch.com\/2020\/11\/12\/loreal-rolls-out-a-line-of-virtual-makeup\/\" target=\"_blank\" rel=\"noopener\">virtual filter<\/a> that allowed users to \u201cwear\u201d their lipstick colors while on apps like Snapchat.<\/p>\r\n<h4>Influencer Marketing<\/h4>\r\n<p>Influencer marketing is another category of social commerce. People with large social media followings jump on their platforms, post a minute-long video talking about the benefits of certain products, and BAM, the brand behind the product makes a killing.<\/p>\r\n<p>As <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/social-commerce-the-future-of-how-consumers-interact-with-brands\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> explains, \u201cFor example, rather than watching an ad for a new skin-care formula, your favorite celebrity can invite you behind the scenes into their daily skin-care routine, showing you how they use the branded product and why they love it. Consumers can then buy the product directly within the platform, whether it\u2019s on Instagram or TikTok or through YouTube Shopping.\u201d<\/p>\r\n\r\n[caption id=\"attachment_107711\" align=\"alignnone\" width=\"799\"]<img class=\"size-full wp-image-107711\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/perlen-des-influencer-marketings-19.gif\" alt=\"Influencer marketing falls under the mobile trend of social commerce\" width=\"799\" height=\"602\" \/> <em>Influencers are now required to use \u201c#ad\u201d in their paid posts to make it clear to users that the post is an advertisement. Source: <a href=\"https:\/\/swat.io\/en\/advertise\/top-20-pearls-of-influencer-marketing-examples\/\" target=\"_blank\" rel=\"noopener\">Swat.io<\/a>.<\/em>[\/caption]\r\n\r\n<p>Social commerce connects brands with customers on a more personal level while making the shopping experience easier and more interactive.<\/p>\r\n<h3>Mobile Trends Continue to Evolve, Especially When it Comes to Marketing<\/h3>\r\n<p>Mobile gaming, mobile videos, and social commerce are just a few of the mobile trends that we expect to become more mainstream in the future. With mobile channels providing an open line of communication to every customer, brands are taking advantage and new trends will continue to emerge, especially when it comes to mobile marketing.<\/p>\r\n<p>One huge factor that makes mobile marketing so appealing is the ability to personalize communications. The two-way line of communication not only gives brands the ability to reach customers, but it gives customers the ability to reach brands, providing highly valuable zero party data that can inform hyper-personalized messaging going forward. The more you lean into integrating mobile channels, the more you\u2019ll get out of them.<\/p>\r\n<p><em>To learn more about how Iterable can help you develop and heighten your mobile marketing program, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"The Latest Mobile Trends to Watch in 2023","post_excerpt":"As mobile capabilities evolve, new trends are emerging\u2014and brands are taking note. Let\u2019s explore some of these latest mobile trends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mobile-trends-2023","to_ping":"","pinged":"","post_modified":"2023-03-15 17:24:42","post_modified_gmt":"2023-03-16 00:24:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107686","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 23, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mobile Trends 2023\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mobile-trends-2023\/"},{"ID":107528,"post_author":"103","post_date":"2023-02-17 06:43:51","post_date_gmt":"2023-02-17 14:43:51","post_content":"<p>Have you hit a creative block? Do all of your marketing campaigns feel the same? It\u2019s time to get outside of the box!<\/p>\r\n<p>Rachel Kamel, Growth Director in the gaming industry, will lead us through how she pushes creative boundaries to capture the attention of her audience, all while staying true to the brand\u2019s voice, look, and feel. Learn how she works efficiently with other teams to brainstorm fresh ideas, test multiple variables, and deliver joy to her customers through aesthetic messages.<\/p>\r\n<p>Deja Darrington, Customer Marketing Manager at Iterable will join Rachel as they chat through pushing past creative roadblocks and thinking outside the box to capture attention and increase revenue.<\/p>\r\n<p><br \/>\r\n<strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to think outside of the box<\/li>\r\n\t<li>Best practices for effectively testing new creative approaches<\/li>\r\n\t<li>Tips for maintaining customer-centric campaigns<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Ask A Dreamer About: Pushing Creative Boundaries to Boost Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-dreamer-about-pushing-creative-boundaries-to-boost-engagement","to_ping":"","pinged":"","post_modified":"2023-03-08 12:33:04","post_modified_gmt":"2023-03-08 20:33:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=107528","menu_order":9,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 17, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":14,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-dreamer-about-pushing-creative-boundaries-to-boost-engagement\/"},{"ID":107554,"post_author":"35","post_date":"2023-02-16 12:20:21","post_date_gmt":"2023-02-16 20:20:21","post_content":"<p>As soon as the calendar reaches February 1st (and maybe slightly before), brands begin rolling out their marketing campaigns that commemorate and pay homage to Black History Month. But is starting near or around February and abruptly ending come March enough? In the past we\u2019ve written about the <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">history<\/a> of Black History Month and the importance of creating <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">authentic<\/a> marketing campaigns. To achieve authenticity, customers are calling on brands to focus on inclusive marketing year-round.\u00a0<\/p>\r\n<p>As <a href=\"https:\/\/digiday.com\/marketing\/brands-extend-inclusive-marketing-efforts-beyond-black-history-month\/\" target=\"_blank\" rel=\"noopener\">Digiday<\/a> says, \u201cIn recent years, the one-month approach to Black History Month marketing hasn\u2019t worked for brands as consumers have become skeptic[al] of brand marketing\u2026\u201d As a result of widespread misinformation and undergoing the collective trauma of a pandemic, customers are nervous about the intentions behind brands\u2019 messaging. According to <a href=\"https:\/\/hbr.org\/2022\/06\/3-ways-marketers-can-earn-and-keep-customer-trust\" target=\"_blank\" rel=\"noopener\">HBR<\/a>, \u201cA <a href=\"https:\/\/www.thedrum.com\/news\/2021\/03\/24\/just-over-third-consumers-trust-brands-say-clear-channel-and-jcdecaux\" target=\"_blank\" rel=\"noopener\">2021 survey of 1,000 consumers<\/a> concluded that more than 80% consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use.\u201d<\/p>\r\n<p>With customer trust currently in the toilet, brands need to demonstrate that their \u201cinclusive\u201d marketing messages during Black History Month aren\u2019t just to check a box on an editorial calendar. But how?<\/p>\r\n<h3>Black History, Not Just in the Month of February<\/h3>\r\n<p>As consumers, we\u2019re well aware of these \u201ctentpole\u201d holidays that brands are desperate to be a part of. We\u2019ve gotten the one-off rainbow-smattered emails in June and the nods to Rosie the Riveter in March. Unfortunately, Black History Month has also fallen victim to these inbox-stuffers brands insist on sending out.\u00a0<\/p>\r\n<p>As marketers, however, we\u2019re faced with a challenge\u2014a double-edged sword. Don\u2019t send anything and you\u2019ll be criticized; send something vague and you could be criticized even more. It\u2019s not enough to be part of a conversation anymore. Brands need to align their values with their inclusive marketing efforts and their marketing messages should reflect this connection. Plus, to be seen as truly authentic, these inclusive marketing efforts have to extend beyond February. Let\u2019s take a look at some brands that are doing it right.<\/p>\r\n<h4>1. Creating Permanent Pages on a Website<\/h4>\r\n<p><a href=\"https:\/\/digiday.com\/marketing\/brands-extend-inclusive-marketing-efforts-beyond-black-history-month\/\" target=\"_blank\" rel=\"noopener\">Digiday<\/a> pointed out <a href=\"https:\/\/www.jackdaniels.com\/en-us\" target=\"_blank\" rel=\"noopener\">Jack Daniel\u2019s<\/a>, the whiskey maker, as a brand who celebrates the Black community beyond the month of February. Through their \u201c<a href=\"https:\/\/www.jackdaniels.com\/en-us\/BHM\" target=\"_blank\" rel=\"noopener\">Every Legacy Has a Beginning<\/a>\u201d campaign, Jack Daniel\u2019s highlights the importance of having \u201cStraight Up\u201d conversations, featuring Legacy Makers, printable cards to start conversations, and the history of Nathan \u201cNearest\u201d Green, the enslaved man who, in the late 1850s, taught Jack Daniel\u2019s how to make whiskey.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_107587\" align=\"alignnone\" width=\"2460\"]<img class=\"size-full wp-image-107587\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-jackdaniels-en-us-BHM-2023-02-12-14_32_27-edit.png\" alt=\"Jack Daniel's permanent Black History Month page\" width=\"2460\" height=\"3960\" \/> <em>Jack Daniel\u2019s hosts a permanent section on their website dedicated to having honest conversations and celebrating the company\u2019s Black community throughout history.<\/em>[\/caption]\r\n\r\n<p>This section of the Jack Daniel\u2019s site is tied directly to Black History Month, but it doesn\u2019t go away at the end of February. While this page is now a permanent fixture on their site, Jack Daniel\u2019s didn\u2019t always acknowledge the role Nathan \u201cNearest\u201d Green played in the company\u2019s history, but once author and real estate investor, <a href=\"https:\/\/www.nytimes.com\/2017\/08\/15\/dining\/jack-daniels-whiskey-slave-nearest-green.html\">Fawn Weaver<\/a>, dug into their past, Jack Daniel\u2019s now recognizes Nathan \u201cNearest\u201d Green as their first master distiller, with Jack Daniel listed second.<\/p>\r\n<h4>2. Donating to a Cause<\/h4>\r\n<p>Another way brands can extend their recognition of Black History Month beyond February is by donating to a cause that supports and uplifts the Black community. <a href=\"https:\/\/www.globalcitizen.org\/en\/\" target=\"_blank\" rel=\"noopener\">Global Citizen<\/a>, an international education and advocacy organization dedicated to ending extreme poverty, issued an Action Alert via email. This Action Alert calls out the need to fight inequality and discrimination every day, not just in February.<\/p>\r\n\r\n[caption id=\"attachment_107593\" align=\"alignnone\" width=\"820\"]<img class=\"size-full wp-image-107593\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-mail-google-mail-u-0-2023-02-12-19_30_10-edit.png\" alt=\"Global Citizen BHM Equity Heroes\" width=\"820\" height=\"2498\" \/> <em>Global Citizen recognizes that discrimination is an issue that extends far beyond the bounds of February and asks members to become Equity Heroes.<\/em>[\/caption]\r\n\r\n<p>Taking action on Global Citizen\u2019s site directly contributes to their goal of ending extreme poverty. As they say on their site, \u201cWhen you take action, you\u2019re fighting for a world free from extreme poverty. Global citizens' voices influence world leaders and decision makers, and contribute to shaping our world.\u201d This email, when clicked, takes users to a challenge titled \u201cEquity Hero.\u201d\u00a0<\/p>\r\n<p>To become an equity hero, Global Citizen outlines seven steps:<\/p>\r\n<ol>\r\n\t<li>Equity vs. Equality: What\u2019s the Difference?<\/li>\r\n\t<li>Follow Some Activists!<\/li>\r\n\t<li>Get to Grips with Intersectionality<\/li>\r\n\t<li>Do a Self Assessment<\/li>\r\n\t<li>Educate Yourself<\/li>\r\n\t<li>Start a Conversation<\/li>\r\n\t<li>Choose Equity and Justice Everyday.<\/li>\r\n<\/ol>\r\n<p>A big part of inclusive marketing is the actual inclusion of underrepresented groups, as well as the recipient of messages. Too often is marketing a one-way street of sender to recipient. Global Citizen\u2019s example here shows a good way to empower an email audience to make a difference they might not have know about previously.<\/p>\r\n<h4>3. Building Support Into Your Business<\/h4>\r\n<p>Another way brands can uplift and celebrate the Black community during Black History Month and beyond is by making it easy for their customers to support the community. <a href=\"https:\/\/www.yelp.com\/\" target=\"_blank\" rel=\"noopener\">Yelp<\/a>, the review app, for example, includes a filter on their app making it easy for users to find Black-owned businesses and restaurants in any part of the world. This feature is built into the app and doesn\u2019t disappear come March.<\/p>\r\n\r\n[caption id=\"attachment_107599\" align=\"alignnone\" width=\"922\"]<img class=\"size-full wp-image-107599\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-mail-google-mail-u-0-2023-02-12-19_58_11-edit.png\" alt=\"Yelp Black Owned Businesses Filter\" width=\"922\" height=\"2089\" \/> <em>Yelp celebrates Black-owned businesses and makes it easy for users to find and support these businesses.<\/em>[\/caption]\r\n\r\n<p>In their Black History Month email, Yelp highlights the fact that their app allows users to filter by Black-owned businesses. It\u2019s not a new feature or a pop-up, one-time occurrence. Their ones-to-watch CTA leads to a nationwide list of Black-owned businesses in food, beauty, and home decor. Featuring this list further demonstrates Yelp\u2019s awareness of new Black-owned businesses on a national scale as something that happens all the time, not just in February.<\/p>\r\n<h3>The Intersection of Brand Identity and Brand Values<\/h3>\r\n<p>Celebrating Black History Month can be an opportunity for your brand to highlight year-round initiatives that are already underway. Don\u2019t be the brand that, for 28 days, supports a cause or throws up a celebratory LinkedIn banner. Be the brand that continuously makes a difference and contributes to the cause beyond February.\u00a0<\/p>\r\n<p>As Iterable\u2019s DEI Specialist Jasmine Jackson puts it, \u201cThroughout the year, we embed the importance and dignity of Black voices and experiences. In the United States, February serves as an opportunity to illuminate this sentiment by celebrating Black History Month.\u00a0<\/p>\r\n<p>Across history, Black people have made extraordinary contributions throughout the realms of creativity, innovation, and culture. This Black History Month, it is as important as ever to recognize the power of knowledge, celebration, and community.\u00a0<\/p>\r\n<p>Iterable is excited and proud to celebrate this month with our Black @ IT Affinity Group and Iterator community. Whether it\u2019s finding community events, exploring learning resources, or supporting Black-owned businesses, we encourage you to find ways to observe this month!\u201d\u00a0\u00a0<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Supporting the Black Community During Black History Month & Beyond","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-black-history-month-2023","to_ping":"","pinged":"","post_modified":"2023-02-17 06:37:32","post_modified_gmt":"2023-02-17 14:37:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107554","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 16, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":376,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-black-history-month-2023\/"},{"ID":107322,"post_author":"79","post_date":"2023-02-09 11:19:08","post_date_gmt":"2023-02-09 19:19:08","post_content":"<p>February is here and that means shelves are stocked with assorted chocolates, pink and red trinkets, and cards featuring language as flowery as the literal bouquets next to them. Shelves aren\u2019t the only things getting filled with Valentine\u2019s Day cheer\u2014inboxes, whether email, SMS, or otherwise\u2014are too. Without a major tentpole holiday in the early months of the year, brands tend to take advantage of the lovey-dovey holiday and run major promotions.<\/p>\r\n<p>Not all of these promotional messages hit the mark, however. To be the most impactful, brands should aim to align their holiday promotions with what the audience is looking for, what their brand offers, and the channel they\u2019re sent through. In other words, trying to force a connection to Valentine\u2019s Day might come across as disingenuous\u2014not the type of impression you want to make on the holiday of love and affection. It\u2019s not all bad, though. Some brands are playing to their strengths and using Valentine\u2019s Day marketing messaging to make an impact.<\/p>\r\n<h3>1. Aligning With the Audience<\/h3>\r\n<p>What\u2019s something everyone makes on Valentine\u2019s Day? Reservations. <a href=\"https:\/\/resy.com\/\" target=\"_blank\" rel=\"noopener\">Resy<\/a>, the reservation app, is well aware of this and knows some people may wait until the very last minute to secure a table. They sent a Valentine\u2019s Day marketing message giving users the opportunity to add themselves to multiple waiting lists at already-full restaurants in the hopes of getting a seat. `<\/p>\r\n\r\n[caption id=\"attachment_107323\" align=\"alignnone\" width=\"1553\"]<img class=\"size-full wp-image-107323\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-reallygoodemails-emails-where-to-spend-valentines-day-2023-01-30-14_32_37-edit.png\" alt=\"Valentine's Day Marketing Email from Resy\" width=\"1553\" height=\"4807\" \/> <em>Resy employs three different email marketing strategies in their Valentine\u2019s Day email. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/where-to-spend-valentines-day\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>But that\u2019s not all. To align with their audience, Resy uses <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-email-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based marketing<\/a> to send hyper-individualized content to users. The body copy speaks specifically to Chicago-based customers and it\u2019s likely this copy changes to reflect where each customer is located.<\/p>\r\n<p>On top of that, Resy aims to ensure that the dynamic content displayed in the email is in fact relevant. So, in an attempt to collect <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>, they ask the user if Chicago is the correct location and, if not, they offer solutions. Brand alignment, location-based dynamic content, and zero-party data collection\u2014we\u2019re in love.<\/p>\r\n<h3>2. Aligning With the Brand<\/h3>\r\n<p>While it\u2019s obviously important to align your messaging with the audience, it\u2019s also important to align messaging with your brand. In the previous example, Resy aligns their brand\u2014a reservation app\u2014with a classic Valentine\u2019s Day scenario: the reservation scramble. <a href=\"https:\/\/unsplash.com\/\" target=\"_blank\" rel=\"noopener\">Unsplash<\/a>, the stock photo library, aligns their Valentine\u2019s Day marketing emails to their brand as well.<\/p>\r\n\r\n[caption id=\"attachment_107335\" align=\"alignnone\" width=\"1304\"]<img class=\"size-full wp-image-107335\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-reallygoodemails-emails-fall-in-love-with-matchs-curated-collection-2023-02-09-14_07_50-edit.png\" alt=\"Unsplash and Match Partner for Valentine's Day\" width=\"1304\" height=\"2734\" \/> <em>Unplash and Match paired up to deliver a curated love-filled photo library. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/fall-in-love-with-matchs-curated-collection-\" target=\"_blank\" rel=\"noopener\">Really Good Emails.<\/a><\/em>[\/caption]\r\n\r\n<p>In a maybe not-so-obvious pairing, Unsplash partnered with <a href=\"https:\/\/www.match.com\/\" target=\"_blank\" rel=\"noopener\">Match<\/a>, the dating site, to create curated Valentine\u2019s Day image libraries. Match is known for creating love connections and Unsplash is known for delivering high-quality stock images, so the two brands are playing to their strengths. They even call out the specific members of Match\u2019s Brand Marketing team that curated the collection. Plus, we know that <a href=\"https:\/\/iterable.com\/blog\/understanding-brand-partnerships-and-second-party-data\/\" tar