[{"ID":103683,"post_author":"79","post_date":"2022-08-18 09:53:11","post_date_gmt":"2022-08-18 16:53:11","post_content":"<p>Toss your marketing cap off to the side for a second. You\u2019re just a customer now. You\u2019ve been here before, you have your favorite brands, you\u2019ve used promo codes\u2014the works. But now, you\u2019re shopping with a new brand online. You notice if you sign up for email you get 10% off. Then, after you sign up for email, you see that if you sign up to receive marketing text messages, it\u2019s an additional 10% off. Why wouldn\u2019t you sign up?\u00a0<\/p>\r\n<p>Okay, pick up your marketing cap, dust it off, and put it back on. Look at this scenario through a marketer\u2019s lens. Now you have a customer signed up for SMS. What do you do next? How can you ensure not only that the customer converts through this channel, but stays engaged and doesn\u2019t opt-out?<\/p>\r\n<p>In the first two installments of this SMS marketing series, we covered <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opting in and opting out<\/a> and <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/\" target=\"_blank\" rel=\"noopener\">SMS keywords<\/a>. Now, we want to take a look at the value of sending SMS marketing messages and break down how brands can optimize SMS ROI.<\/p>\r\n<p>First, to give SMS ROI some context, let\u2019s take a look at how ROI is measured for another powerful marketing channel: email.<\/p>\r\n<h3>Measuring Channel ROI<\/h3>\r\n<p>Before we look at SMS ROI, it\u2019s helpful to understand how ROI is measured for other marketing channels. Email, in particular, has been touted as the marketing channel with the highest return on investment. The numbers speak for themselves. For every $1 spent on email marketing efforts, brands get <a href=\"https:\/\/www.constantcontact.com\/blog\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">$36 dollars back<\/a>.\u00a0<\/p>\r\n<p>To <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/how-do-you-calculate-email-marketing-roi\/#:~:text=Here's%20the%20basic%20formula%20for,able%20to%20calculate%20it%20easily.\" target=\"_blank\" rel=\"noopener\">calculate any ROI, as a percentage<\/a>, you would take the amount gained and subtract the amount spent. Then, divide this total by the amount spent. So, if you spent $50k on an email campaign and the campaign brought in $100k in sales, the ROI would be 100%. Or, for every $1 spent, you get $2 back. This is why email marketing ROI is so impressive.\u00a0<\/p>\r\n<p>Now, with that in mind, let\u2019s flip to the real focus of this article, SMS ROI.<\/p>\r\n<h3>Optimizing SMS ROI<\/h3>\r\n<p>To calculate SMS ROI, yes, you can absolutely use the same formula we used for email marketing: (total gained-total spent)\/total spent. But, with SMS marketing there are more nuances to pay attention to that can help inform your marketing team and improve your ROI. These include clickthrough rate (CTR), conversion rate, and opt-out rate.\u00a0<\/p>\r\n<h4>Clickthrough Rate<\/h4>\r\n<p>SMS has a <a href=\"https:\/\/telnyx.com\/resources\/your-guide-to-sms-deliverability\" target=\"_blank\" rel=\"noopener\">98% open rate<\/a> when used as a marketing channel. To compare, a good email open rate is <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/what-are-good-email-metrics\/\" target=\"_blank\" rel=\"noopener\">between 17% and 28%<\/a>. It\u2019s sort of the nature of the beast. Customers are programmed to use SMS for more urgent, personal conversations. Therefore, texts are more likely to be opened than emails.\u00a0\u00a0<\/p>\r\n<p>Opens aren\u2019t clicks, though. Think about how many texts you open, read, and ignore\u2014especially from brands. <a href=\"https:\/\/xl.today\/sms-marketing#:~:text=SMS%20or%20text%20marketing%20messages,messages%20is%20a%20colossal%2045%25.\" target=\"_blank\" rel=\"noopener\">SMS CTR measures at 45%<\/a>. When compared to email\u2019s CTR of 6-7%, 45% seems high, but when compared to SMS open rate, it\u2019s easy to see where there\u2019s a drop off in engagement. Almost every text message is opened, but less than half are clicked.\u00a0<\/p>\r\n<p>Higher clickthrough rate means higher SMS ROI. So the trick, then, is getting customers to actually click through. It\u2019s on you, as a marketer, to provide an experience that leads customers to your mobile site or app.<\/p>\r\n<h4>Conversion Rate<\/h4>\r\n<p>After clicking through your text, customers are led either to a mobile site or app. Once there, your objective is to get them to make a purchase, download content, or whatever other goal your business may have.\u00a0<\/p>\r\n<p>The average <a href=\"https:\/\/www.smsmode.com\/en\/conversion-rate-sms-campaign\/#:~:text=SMS%3A%20the%20conversion%20champion%20channel,-Marketing%20Charts%20has&amp;text=In%20this%20study%2C%20the%20average,3.17%25%20for%20Google%20ads\" target=\"_blank\" rel=\"noopener\">conversion rate for SMS marketing is 29%<\/a> and, to compare, the <a href=\"https:\/\/www.barilliance.com\/email-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">average conversion rate for email marketing is around 18%<\/a>. So, almost every text message is opened, and a little less than half are clicked, but more than half of those clicked become conversions. From click to conversion is a crucial point in the customer\u2019s journey, so it\u2019s vital that you optimize the experience where and when you can.\u00a0<\/p>\r\n<p>By viewing results at a campaign level you can see what language is performing best, which audience is more engaged, even which geographical region is most receptive. You can also A\/B test campaigns to see which is the top performer and then, in real-time, pivot to ensure all customers are receiving that SMS marketing campaign.\u00a0<\/p>\r\n<p>At any point in this journey, however, customers can opt-out, meaning they can choose to stop receiving your marketing texts. But, this is just another learning opportunity.<\/p>\r\n<h4>Opt-Out Rate<\/h4>\r\n<p>Providing opt-out messaging is both scary and required. It\u2019s scary because you\u2019re giving customers an easy way to cut off an entire marketing channel. But, like we mentioned in the <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">first installment of this series<\/a>, the <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">TCPA<\/a> requires brands to get consent, in writing, before sending any marketing communications via text.\u00a0<\/p>\r\n<p>Instead of thinking about opt-out rate as scary, think of it as a way to inform your next move. Understanding where and when customers are opting out in their journeys can help you tweak your campaigns to prevent opt-outs in the future. Remember, just because a customer can easily opt-out, doesn\u2019t mean they always will. Not if you can provide an experience worth sticking around for. In fact, the <a href=\"https:\/\/uplandsoftware.com\/mobile-messaging\/resources\/blog\/get-mobile-marketing-stats\/#:~:text=SMS%20opt%2Dout%20rate%3A%20Average,%25%2C%20respectively%2C%20today).\" target=\"_blank\" rel=\"noopener\">average SMS opt-out rate across all campaigns is 5%<\/a>.<\/p>\r\n<p>By understanding why customers opt-out, you can adjust your campaigns. Maybe the content isn\u2019t resonating. Maybe you need to segment your audiences more narrowly to capture the right users. Whatever the reasoning is, having that opt-out information can only improve your campaigns going forward.<\/p>\r\n<h3>Even More SMS Nuances<\/h3>\r\n<p>If you\u2019ve learned nothing else from this article, one takeaway is that SMS is a powerhouse of a marketing channel. It\u2019s extremely effective, especially when blended into a broader cross-channel strategy. Maybe not immediately, but eventually, once your strategy is refined, SMS marketing messages have high open rates, clickthrough rates, and conversion rates, and very low opt-out rates. But, it\u2019s what you do with this data that will help improve SMS ROI.<\/p>\r\n<p>Plus, there are even more SMS nuances marketers should consider when developing their campaigns. How you use SMS messages, could impact your SMS ROI. For example, if you have an SMS sweepstakes campaign, you may see a higher-than-average opt-in rate, but also a higher-than-average opt-out rate once the sweepstakes ends.\u00a0<\/p>\r\n<p>These metrics could also look very different when considering which generation you're sending them to. Do Millennials prefer email? Does Gen-Z only use SMS? Our next installment in this SMS marketing series will dive into the strategies for using SMS marketing with different generations.\u00a0<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"SMS Marketing Part III: Optimizing SMS ROI","post_excerpt":"Let's take a look at the value of sending SMS marketing messages and break down how brands can optimize SMS ROI","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-iii-optimizing-sms-roi","to_ping":"","pinged":"","post_modified":"2022-08-18 09:53:11","post_modified_gmt":"2022-08-18 16:53:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103683","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS ROI\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-iii-optimizing-sms-roi\/"},{"ID":103575,"post_author":"79","post_date":"2022-08-17 06:59:41","post_date_gmt":"2022-08-17 13:59:41","post_content":"<p><a href=\"https:\/\/hightouch.com\/\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>, Co-Founded by Tejas Manohar, is a leading data activation platform. This means that unlike other tech companies that help businesses analyze the data they have, Hightouch helps businesses (with any sort of SQL database) activate their data by connecting with other technology, like <a href=\"https:\/\/iterable.com\/partners\/hightouch\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>, for example.<\/p>\r\n<p>In our Iterable Academy \u201cAsk an Expert series,\u201d we explore exactly how Iterable works with our partners and what our partners set out to help brands accomplish. In this installation of the Ask an Expert series, we sat down with Tejas to learn more about how Hightouch helps brands use their data in the most impactful and effective ways. Let\u2019s start at the beginning.<\/p>\r\n<h3>Why Create a Data Activation Platform?<\/h3>\r\n<p>Before Hightouch, Tejas started his career working at a customer data platform with the goal of helping businesses consolidate their customer data to create a holistic view of the customer and develop personalized experiences.<\/p>\r\n<p>But then, he took things to the next level. Tejas started to realize that in addition to brands wanting to easily access their customer data, they also wanted better ways of using it. That\u2019s where Hightouch comes into play.<\/p>\r\n<h4>Cloud-Based Data Warehouses<\/h4>\r\n<p>As an example, Tejas mentioned cloud-based data warehouses. \u201cSeven years ago no one was using these cloud data warehouses,\u201d he said, \u201cThey were immature in the market, people were just figuring out how to get the data into them for analytics.\u201d<\/p>\r\n<p>Today, however, cloud-based data warehouses are the industry standard for managing data. In fact, most businesses today will use a data warehouse to store their information. What\u2019s missing from the data management ecosystem is data activation.<\/p>\r\n<p>As Tejas said, \u201cHow can companies use all of that data, and not just for long-term decision making? How do you actually use that data to drive day-to-day actions and automated actions, like sending marketing campaigns in tools like Iterable?\u201d So, in essence, Tejas set out to take the data out of these warehouses while most platforms on the market strived to bring data in.<\/p>\r\n<h3>Starting as a Reverse ETL Platform<\/h3>\r\n<p>To understand what a reverse ETL platform is, we should probably start off with defining an ETL platform. ETL platforms are very data-centric platforms\u2014ETL actually stands for \u201cextract, transform, and load.\u201d According to <a href=\"https:\/\/cloud.google.com\/learn\/what-is-etl\" target=\"_blank\" rel=\"noopener\">Google Cloud<\/a>, ETL platforms are \u201ca traditionally accepted way for organizations to combine data from multiple systems into a single database, data store, data warehouse, or data lake.\u201c This is what Tejas was talking about when he highlighted the type of data management platforms that exist today.<\/p>\r\n<p>But, a reverse ETL platform is what Hightouch first evolved from. In reverse ETL, the data warehouse isn\u2019t the end-goal, it\u2019s the starting point. Data is loaded in the warehouse, transformed to work with third-party programs, and extracted\u2014hence reverse ETL, or \u201cLTE.\u201d But calling Hightouch a reverse ETL platform didn\u2019t fully explain their data capabilities.<\/p>\r\n<p>Instead, Tejas wanted to focus on the fact that Hightouch can both extract data from warehouses, and activate the data to make it easily digestible and accessible. Which is why it\u2019s considered to be a data activation platform.<\/p>\r\n<h3>Data Activation Use Cases<\/h3>\r\n<p>That\u2019s all well and good, but when would someone actually need to use a data activation platform versus an ETL or reverse ETL? It\u2019s honestly not as complicated as you might think. Using a platform like Hightouch could mean just getting fields like a user\u2019s name or email address into a third party platform.<\/p>\r\n<p>Before you can use your third party platform to create customer journeys and send emails and push notifications, you need to import the correct data. Historically, to do this, brands have uploaded CSVs or built an API integration. But, that doesn\u2019t always work.<\/p>\r\n<h4>Reducing Bottlenecks<\/h4>\r\n<p>Tejas and team recognized that there\u2019s usually a bottleneck somewhere in the CSV or API processes. The sticking points range from getting engineers to implement APIs to determining how this new implementation fits into the broader technology architecture.<\/p>\r\n<p>But, if customers already have the data sitting in a warehouse, a data activation platform can easily create a live-sync of the data to share into third party marketing tools. It\u2019s not complicated but it makes a huge impact on businesses' ability to activate their existing data.<\/p>\r\n<h4>Uncovering Data Stuck in the Warehouse<\/h4>\r\n<p>Tejas mentioned bringing fields like username and email into your marketing platform, but that would be considered a simpler use case for Hightouch. A more complicated use case would be activating the data that doesn\u2019t exist anywhere outside of the data warehouse\u2014data created by data scientists or analysts.<\/p>\r\n<p>He used machine learning and <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">AI<\/a> as an example. Brands are more frequently using machine learning and AI to personalize marketing experiences. To do so, data analysts could create propensity scores that show how likely a customer is to purchase something. That data exists only in the warehouse, but a data activation platform could help extract it and make it usable in a platform like Iterable.<\/p>\r\n<h4>Making Data More Accessible<\/h4>\r\n<p>Hightouch is working towards the next evolution in the data lifecycle. Rather than focusing on managing it and consolidating it, which cloud-based warehouses take care of, Hightouch focuses on making the data impactful for end-users which, in turn, makes it impactful for businesses.<\/p>\r\n<p>Data is highly valuable for creating an individualized, harmonized, and dynamic cross-channel marketing experience. Hightouch is a layer that can be added into a brand\u2019s martech stack to help make the existing data more usable in a marketer-friendly platform, like Iterable.<\/p>\r\n<p><em>If you\u2019re already an Iterable customer, check out Iterable Academy for the <a href=\"https:\/\/academy.iterable.com\/partner-ask-an-expert-series-hightouch\/1325425\/scorm\/241yutc70llj1\" target=\"_blank\" rel=\"noopener\">full Hightouch course<\/a>.<\/em><\/p>\r\n<p><em>If you\u2019re not an Iterable customer but want to learn more about our platform, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Ask an Expert: Hightouch + Iterable","post_excerpt":"In this installation of the Ask an Expert series, we learn more about how Hightouch helps brands activate their data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-expert-hightouch-iterable","to_ping":"","pinged":"","post_modified":"2022-08-17 06:59:41","post_modified_gmt":"2022-08-17 13:59:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103575","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"hightouch data activation\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-expert-hightouch-iterable\/"},{"ID":103562,"post_author":"87","post_date":"2022-08-16 07:14:06","post_date_gmt":"2022-08-16 14:14:06","post_content":"<p>Our latest survey features responses from 500 senior marketing executives in the U.S. and UK on issues top of mind for marketing leaders. From customer experience to marketing spend, and privacy concerns to marketing channel usage, the CMO survey provides insights into the latest trends in customer experience and sheds light on how marketers can set themselves up for success in an ever-changing and hyper-competitive landscape.<\/p>","post_title":"The CMO Insights Survey","post_excerpt":"Top Priorities, Key Investments, and \u2018What\u2019s Next\u2019 for the Modern Marketer","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-cmo-insights-survey","to_ping":"","pinged":"","post_modified":"2022-08-18 08:32:38","post_modified_gmt":"2022-08-18 15:32:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=103562","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 16, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-cmo-insights-survey\/"},{"ID":103467,"post_author":"79","post_date":"2022-08-12 12:17:36","post_date_gmt":"2022-08-12 19:17:36","post_content":"<p><a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">Five years ago<\/a> we talked about a then-new concept: the Now Economy. Back then, however, we focused on the changing expectations of the consumers. Today, we\u2019re still living in the Now Economy but we want to take a closer look at how it impacts us\u2014the marketers.<\/p>\r\n<p>The Now Economy speaks to how consumers expect immediacy. Fed by a culture of fast results, consumers want what they want and they want it now. And, since we last talked about the Now Economy, a lot has happened. The pandemic forced a lot of brands to speed up their digital timelines, only fueling the fire of high customer expectations.<\/p>\r\n<p>By revisiting the Now Economy with 20\/22 vision, we\u2019re hoping to demonstrate what pitfalls marketers may face if they\u2019re not prepared to deliver on customer expectations. Let\u2019s start with a quick refresh on the Now Economy.<\/p>\r\n<h3>A Quick Refresh on the Now Economy<\/h3>\r\n<p>According to a research article published in <a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/2394964319898962#:~:text=Now%20Economy%20(2013%E2%80%93Now),class%20turbocharge%20this%20economic%20sector.\" target=\"_blank\" rel=\"noopener\">The Journal of Creating Value<\/a>, \u201cThe Now Economy is service dominant and runs on speed\u2014digital technologies and immediacy (<a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/2394964319898962#\" target=\"_blank\" rel=\"noopener\">Weinstein, 2019<\/a>).\u201d Consumers expect brands to be able to deliver high-quality customer experiences at a rapid pace.<\/p>\r\n<p>Think about all of the services customers have access to with just the tap of a screen. Car services, food delivery, even same-day Amazon drop-offs. Everything is fast, simple, and, most-importantly to customers, accurate.<\/p>\r\n<p>As technology continues to evolve, customer expectations are only becoming more heightened. With the added potential for <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, customers are looking for brands to know exactly who they are, what they want, and to provide it immediately. For marketers, this changes how we do our jobs.<\/p>\r\n<h3>Challenges We Face in the Now Economy<\/h3>\r\n<p>In our previous article about the Now Economy we focused on the consumer and how the Now Economy is impacting what they want and need from brands. They\u2019re expecting on-demand convenience, real-time customer support, personalized service, and memorable brand experiences.<\/p>\r\n<p>While we always want to put the consumer first, for the sake of this article, let\u2019s flip that around and think about things from our perspective. How can we ensure we\u2019re prepared to meet (and exceed) customer expectations in the Now Economy?<\/p>\r\n<h4>A Competitor Does What You Can\u2019t<\/h4>\r\n<p>The technology to provide automated, instantaneous, seamless customer experiences already exists. So, if you can\u2019t deliver a fast, accurate service, there\u2019s probably someone out there who can. In fact, \u201cin an internet-based world, brands are faced with the challenge of <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">digital sameness<\/a>\u2014the customer experience across websites has become pretty uniform.\u201d So, if your brand doesn\u2019t at least match other brands\u2019 digital capabilities, you risk providing a negative customer experience.<\/p>\r\n<p>In a previous article, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">Winning Customer Loyalty, Pt. 1: From Good to Great<\/a>, we talked about the example of a customer who goes to a banking site and, when an account problem arises, is easily led to customer service and the issue is resolved on the website. The same customer then goes to their insurance site but instead of getting automated help to resolve an issue, they see a small phone number telling the customer to call if they have account issues.<\/p>\r\n<p>There\u2019s a huge difference between the two experiences, and after the experience with the bank, even with these industries being slightly different, the customer has new expectations of automation.<\/p>\r\n<p>In the Now Economy marketing automation is incredibly valuable to marketers because it minimizes manual lift, freeing up time for more strategic initiatives. By using certain event triggers in <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">customer journeys<\/a>, you can automate the path each individual customer takes as they interact with your brand, immediately satisfying customer needs and wants.<\/p>\r\n<p><strong>To avoid falling behind:<\/strong> find a martech platform that uses artificial intelligence to automate the customer journey while using existing data to individualize the experience at the same time.<\/p>\r\n<h4>Distrust in Brands and Technology<\/h4>\r\n<p>There is a lot of distrust between <a href=\"https:\/\/adage.com\/article\/opinion\/how-content-boom-created-consumer-distrust-opinion\/2350061\" target=\"_blank\" rel=\"noopener\">consumers and brands<\/a> and <a href=\"https:\/\/www.bostondigital.com\/insights\/its-official-consumers-dont-trust-tech\" target=\"_blank\" rel=\"noopener\">consumers and the technology<\/a> brands employ. So, while customers expect everything instantaneously and accurately, they also want to be sure their data is being used to help them, versus in ways to which they\u2019re not privy.<\/p>\r\n<p>Dynamic content is a feature that uses customer data to provide a hyper-individualized experience, all while still being automated. By taking advantage of fields (<a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">user attributes, event data, external data, and metadata<\/a>) and pulling from an existing catalog, you can easily populate marketing communications with relevant, hyper-specific messaging. This type of messaging not only helps alleviate any concerns a customer may have with an order or online experience, in general, but it also builds trust by showing that your brand is paying attention.<\/p>\r\n<p>Take an abandoned cart email, for example. Rather than manually creating an abandoned cart message for each customer, or sending a vague promotional email, you can automate an email that has a photo of the abandoned item plus photos of related items. If a certain customer doesn\u2019t engage with emails, however, you can start to implement other channels to ensure you\u2019re able to reach them.<\/p>\r\n<p><strong>To gain and retain customer trust:<\/strong> incorporate dynamic content into marketing messaging to create frictionless experiences that reassure customers by demonstrating how data is being used.<\/p>\r\n<h4>Disconnect Between Digital Channels<\/h4>\r\n<p>The Now Economy is all about efficiency. But, by being able to connect with customers through a variety of channels, that efficiency can start to deteriorate if the experience is inconsistent.<\/p>\r\n<p>Say a customer has just made their first purchase through your online site. You send a welcome email to the customer thanking them for their purchase. But, you also have a mobile app where you\u2019ve seen high conversions.<\/p>\r\n<p>Instead of keeping channels siloed, your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a> could encourage users to download the app, if they haven\u2019t already. The welcome email could feature the best ways to use the app and, when clicked through on a phone, could take them right to the app store. Now, the customer is recognized as the same individual through both channels.<\/p>\r\n<p>With cross-channel harmonization, you\u2019re able to not only send messages to customers where and how they prefer, but, with the help of centralized data, you can also create a seamless experience across all marketing channels. This creates efficiency for not only the customer, but the marketer as well.<\/p>\r\n<p><strong>To connect all marketing channels:<\/strong> Use a marketing platform that centralizes customer data and allows for all channels to access the same information.<\/p>\r\n<h3>Reducing Friction in The Now Economy<\/h3>\r\n<p>We\u2019re marketers, sure, but we\u2019re also consumers. We, too, are experiencing the Now Economy and want a seamless, efficient experience. This also applies to the tools we use. Having tools in your martech stack that enable automation, dynamic content, and cross-channel capabilities reduces friction and provides an instant solution to challenges.<\/p>\r\n<p><em>To learn more about how to increase efficiency while simultaneously creating an individualized, harmonized customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Pitfalls of the Now Economy and How to Avoid Them","post_excerpt":"Learn the pitfalls marketers may face in the Now Economy and how to overcome those challenges to meet customer expectations.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"pitfalls-of-the-now-economy-and-how-to-avoid-them","to_ping":"","pinged":"","post_modified":"2022-08-12 12:17:36","post_modified_gmt":"2022-08-12 19:17:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103467","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/081222_Now-Economy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pitfalls of the Now Economy\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/pitfalls-of-the-now-economy-and-how-to-avoid-them\/"},{"ID":102842,"post_author":"79","post_date":"2022-08-10 09:49:31","post_date_gmt":"2022-08-10 16:49:31","post_content":"<p>Businesses often strive to sell. Make sales, close deals, generate leads\u2014you know the drill. But, making sales would be close to impossible without the support from the marketers behind the scenes. If sales are the fire, marketing is the coal, fueling success.<\/p>\r\n<p>That\u2019s why, to recognize those marketers who are creating, innovating, and iterating, we\u2019ve developed our own award: <a href=\"http:\/\/iterable.com\/awards\" target=\"_blank\" rel=\"noopener\">The Iterable Expie Awards<\/a>.<\/p>\r\n<p>The Expies celebrate those marketers and marketing teams that go above and beyond. They ignite the flame of inspiration and spark thoughtful, innovative ways to drive growth and build customer relationships.<\/p>\r\n<p><strong><em>Join us at <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> in San Francisco, September 7-9, \u00a0for even more marketing inspiration.<\/em><\/strong><\/p>\r\n<h3>The Iterable Expie Awards<\/h3>\r\n<p>The Expies were designed to showcase customers and partners that leverage Iterable to power world-class communication. From extraordinary customer experiences to authentic, emotional connections, Expie Award nominees and winners raise the bar for marketers all over the world.<\/p>\r\n<p>We received countless applications for the 2022 Iterable Expie Awards, but could only choose a select few as our finalists. They\u2019re the best of the best. The fuel behind the fire.<\/p>\r\n<p><strong>The Iterable Expie award finalist list includes individuals and brands from around the world:<\/strong><\/p>\r\n<p><a href=\"https:\/\/www.cars.com\/\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a>, <a href=\"https:\/\/www.cinemark.com\/\" target=\"_blank\" rel=\"noopener\">Cinemark<\/a>, <a href=\"https:\/\/getclair.com\/\" target=\"_blank\" rel=\"noopener\">Clair<\/a>, <a href=\"https:\/\/dogo.app\/\" target=\"_blank\" rel=\"noopener\">Dogo App<\/a>, <a href=\"https:\/\/www.edenhealth.com\/\" target=\"_blank\" rel=\"noopener\">Eden Health<\/a>, <a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a>, <a href=\"https:\/\/www.georgiaaquarium.org\/\" target=\"_blank\" rel=\"noopener\">Georgia Aquarium<\/a>, <a href=\"https:\/\/www.glassdoor.com\/index.htm\" target=\"_blank\" rel=\"noopener\">Glassdoor<\/a>, <a href=\"https:\/\/www.jerseymikes.com\/\" target=\"_blank\" rel=\"noopener\">Jersey Mike\u2019s<\/a>, <a href=\"https:\/\/kahoot.com\/\" target=\"_blank\" rel=\"noopener\">Kahoot!<\/a>, <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, <a href=\"https:\/\/oportun.com\/\" target=\"_blank\" rel=\"noopener\">Oportun<\/a>, <a href=\"https:\/\/www.printed.com\/\" target=\"_blank\" rel=\"noopener\">Printed.com<\/a>, <a href=\"https:\/\/ritual.com\/\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, <a href=\"https:\/\/www.secretescapes.com\/\" target=\"_blank\" rel=\"noopener\">Secret Escapes<\/a>, <a href=\"https:\/\/www.tottenhamhotspur.com\/\" target=\"_blank\" rel=\"noopener\">Tottenham Hotspur<\/a>, <a href=\"https:\/\/wetransfer.com\/\" target=\"_blank\" rel=\"noopener\">WeTransfer<\/a>, and <a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>. In the Most Valuable Marketer category, finalists include Matthew Jung, Product Marketing Manager at Clair, Mariajos\u00e9 Balboa, Marketing Automation Specialist at Kahoot!, and Chlo\u00eb Meyronnet, Senior Experience Manager at <a href=\"https:\/\/www.multiverse.io\/en-US\" target=\"_blank\" rel=\"noopener\">Multiverse<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-103359\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Infographic.png\" alt=\"\" width=\"4167\" height=\"14607\" \/><\/p>\r\n<h3>Winners Coming Soon\u2026<\/h3>\r\n<p>We\u2019re on the edges of our seats! We\u2019ll be announcing the winners of the Iterable Expies at our signature conference, Activate North America, and, with that, the winners of our partner awards: Agency Partner of the Year and Technology Partner of the Year.<\/p>\r\n<p>We hope this lights a fire under you and your team to get out there and continue executing some killer marketing strategies.<\/p>\r\n<p><em>If you want to see who wins and you're looking for even more marketing inspiration, be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>, coming to you live in San Francisco, September 7-9.<\/em><\/p>","post_title":"Announcing the 2022 Iterable Expie Awards Finalists","post_excerpt":"We received countless applications for the 2022 Iterable Expie Awards, but could only choose a select few as our finalists. Here they are.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-the-2022-iterable-expie-awards-finalists","to_ping":"","pinged":"","post_modified":"2022-08-12 12:25:54","post_modified_gmt":"2022-08-12 19:25:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102842","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/Expie-Assets-2022_Blog-Hdr-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Expie Awards\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-the-2022-iterable-expie-awards-finalists\/"},{"ID":102845,"post_author":"79","post_date":"2022-08-09 09:30:47","post_date_gmt":"2022-08-09 16:30:47","post_content":"<p>Artificial Intelligence (AI) is something most marketers want to use, but it\u2019s not always that easy. Building your own predictive capabilities is time consuming and requires you to ingest, standardize, and analyze data from various end points owned by numerous teams. Testing and creating new data science forecasts is hard, expensive, and time consuming, even if you have access to a data science team.<\/p>\r\n<p>At Iterable we are focused on putting advanced AI capabilities into the hands of marketers with easy to use tools that are customized based on your data and actionable to drive results. Our goal is to enable brands to understand customer behaviors in the context of their business at the user level. But, how do we predict what people need and anticipate the right interactions to improve their experience and drive our business forward?<\/p>\r\n<p>Iterable\u2019s new AI Optimization Suite is designed to make it easier for you to pick what actions and business outcomes you want to predict based on your own data and use case. Rather than just a few pre-built, out-of-the-box forecasts, we\u2019ve put the full power of data science in your hands with a glass-box tool that helps you see what behaviors drive the prediction. With Iterable\u2019s AI Optimization Suite, you can understand what actions drive results and build better, individualized communications to support those activities.<\/p>\r\n<p>Let\u2019s take a look at our newest features in AI and beyond, how you can make the most of them, and what this means for the future of marketing.<\/p>\r\n<p><strong><em><a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate<\/a> to learn more about our new releases in person!<\/em><\/strong><\/p>\r\n<h3>Iterable\u2019s All New AI Optimization Suite<\/h3>\r\n<h4>Predictive Goals<\/h4>\r\n<p>Let\u2019s start with a common use case. An online retailer is looking to drive incremental purchases and increase lifetime value. They\u2019ve recently launched a new handbag line and want to understand who is most likely to complete a purchase.<\/p>\r\n<p>Using Iterable\u2019s newest AI product, Predictive Goals, the team can use a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002065083-Managing-Custom-Events-\">custom event<\/a> to build a list of users most likely to purchase a tote within the next 30 days. When their prediction is ready, they can select the highest propensity users to enter a Handbag Journey that includes specialized cross-channel messaging introducing the handbag line and encouraging purchases.<\/p>\r\n<p>Predictive Goals gives brands the most versatile and intelligent way to gain new insights and develop smarter individualization strategies. Here is where marketers can get creative in their customizations. The \u201cgoals\u201d part of Predictive Goals is entirely based on your team\u2019s needs.<\/p>\r\n<p>Once you set the goals specific to your business\u2014based on any stored custom event, system event, or user profile field\u2014Predictive Goals builds a forecast of how likely customers are to convert on their goals. These results then empower marketers to create more customized, intelligent customer segments and tailor messaging based on conversion-maximizing analyses.<\/p>\r\n\r\n[caption id=\"attachment_103085\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-103085\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/1_Iterable-PredictiveGoals@2x_highres-scaled.jpg\" alt=\"Predictive Goals\" width=\"2560\" height=\"1916\" \/> <em>With Predictive Goals, you unlock new levels of customization for your business needs.<\/em>[\/caption]\r\n\r\n<p>Predictive Goals stands out in its ability to be built for you as you need it. We recognize your use case is different from other marketers, so your AI suite should be able to adapt in kind. Predictive Goals does just that.<\/p>\r\n<h4>Explainable AI<\/h4>\r\n<p>Within the Predictive Goals product, we have an exciting new feature called Explainable AI, which allows marketers to explore more closely exactly which data points contributed to the forecasts made by Predictive Goals. Think of Explainable AI as the chance to look under the hood at the nuts and bolts of Predictive Goals forecasts.<\/p>\r\n\r\n[caption id=\"attachment_103091\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-103091 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/2_Iterable-PredictiveGoals-XAI@2x_highres-scaled.jpg\" alt=\"explainable AI\" width=\"2560\" height=\"1916\" \/> <em>Explainable AI gives you deeper into your Predictive Goals forecasts.<\/em>[\/caption]\r\n\r\n<p>We\u2019ll use a productivity app in this example. This app is looking to drive revenue by moving users from Pro to their Enterprise level subscription. The team uses Predictive Goals to build a list of users most likely to upgrade within the next 90 days.<\/p>\r\n<p>With Explainable AI, they are able to identify the attributes that contribute to a high propensity for upgrading to Enterprise. Here, the insights show dashboard views into likely indicators for increasing the goal outcome of subscription upgrades.<\/p>\r\n<p>From there, the team can trigger an Enterprise upsell campaign to all current Plus and Pro customers to encourage an upgrade.<\/p>\r\n<p>More visibility is always good when it comes to your data, especially <a href=\"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/\" target=\"_blank\" rel=\"noopener\">when it comes to AI<\/a>, and Explainable AI lays it all on the table. With Explainable AI, you are able to fine tune exactly what data points and attributes can make the most difference in your individualization efforts, gaining even more valuable insights to inform future campaigns.<\/p>\r\n<h4>Brand Affinity\u2122 and Send Time Optimization<\/h4>\r\n<p>Rounding out our AI Optimization Suite are <a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization<\/a> (STO). Brand Affinity helps marketers understand their customers at the emotional level through sentiment. By understanding sentiment, marketers can more easily tap into customer LTV, increase conversions, and individualize content based on how the customer is feeling towards your brand.<\/p>\r\n<p>STO is yet another way to customize the experience for your customers. Whether it\u2019s time of day or frequency of communications, when you send your messages can make or break a relationship with a customer. STO dives into behavioral data of each customer to provide individualized recommendations for the best times to interact with them. Keeping a customer\u2019s attention is difficult in today\u2019s landscape, STO improves your chances at scale.<\/p>\r\n<p><em><strong>Chat about this in person with us at Activate! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate<\/a> today!<\/strong><\/em><\/p>\r\n<h3>What Else is New<\/h3>\r\n<p>Our AI Optimization Suite will change the way you adopt AI into your marketing strategies, but this is not the only thing we\u2019re releasing to help you individualize experiences, automate journeys, and deepen your relationships with customers. Here\u2019s a look at what else is coming this summer:<\/p>\r\n<h4>Individualized Experiences at Scale<\/h4>\r\n<p>Iterable\u2019s Studio has undergone enhancements that provide more efficiency in building and automating journeys.<\/p>\r\n<ul>\r\n\t<li>Tilesets enables you to save and reuse select parts of your journeys to use across other journeys.<\/li>\r\n\t<li>Our new template experience makes it easier to quickly create personalized content, easily toggling between design and preview for faster editing.<\/li>\r\n\t<li>And our Exit Rules feature makes it easier to ensure recipients are only in journeys that resonate to them<\/li>\r\n<\/ul>\r\n<p>Now, making individualized, dynamic experiences that are effective across channels becomes quicker and easier.<\/p>\r\n<h4>Optimize Results With Audience Insights<\/h4>\r\n<p>We all want to make the most of our data. Audience Insights, one of our new features, provides actionable data at the cohort level to plan and deploy campaigns with engagement and demographic insights. With Audience Insights, marketers can validate and refine messages being delivered to target audiences and maximize relevance and ROI.<\/p>\r\n<p>Demographic data can make an experience feel much more individualized. For streaming apps, for example, this can be hugely beneficial to gain insights into engagement. Often with streaming apps, you\u2019ll see a \u201cWhat to Watch\u201d campaign. If that campaign is declining in performance, the team could use Audience Insights to see which segments are less engaged.<\/p>\r\n<p>With this level of granular insight, marketing teams can optimize campaign performance at the individual level to provide relevant recommendations and content at scale.<\/p>\r\n<h4>Maximize Your Mobile Data<\/h4>\r\n<p>Our summer mobile enhancements capture more data from mobile devices and ensure that data is used in new ways to customize your sends.<\/p>\r\n<ul>\r\n\t<li>Offline events processing enables you to capture users\u2019 mobile event data anytime, anywhere.<\/li>\r\n\t<li>In-app Recall offers flexibility to recall all sent messages from an in-app campaign in real time.<\/li>\r\n\t<li>And quiet hours allows you to stop campaigns from sending during certain windows of time.<\/li>\r\n<\/ul>\r\n<p>With these enhancements, you can ensure the right message is going to the right person at the right time via mobile channels. By gaining access to previously unseen behavioral data when users are offline, recalling in-app campaigns without tech support, and delaying campaign sends based on regulatory and user preferences, your mobile marketing will take the next step in being fine-tuned to the individual user, their preferences, and how your team can best serve them.<\/p>\r\n<h3>An Evolving Transformation<\/h3>\r\n<p>Our summer release of products and feature enhancements is designed to accelerate your ability to customize and individualize customer experiences. Marketers are facing growing pressure from customers and the market at large to keep getting more and more granular in their segmentation.<\/p>\r\n<p>With our AI Optimization Suite and the other feature enhancements above, marketers are one step closer to bringing individualized experiences at scale with greater and greater efficiency. Transformations can be challenging, but with these products, it becomes a lot easier.<\/p>\r\n<p><em>Curious to learn more about our summer release, <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">join our Product team in person<\/a> for the Product Keynote and Showcase at Activate Summit North America where they\u2019ll dive deep into the above and so much more.<\/em><\/p>","post_title":"The Iterable Summer Showcase: Our New AI Optimization Suite and More","post_excerpt":"Let\u2019s take a look at our newest AI optimization features, how you can make the most of them, and what this means for the future of marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more","to_ping":"","pinged":"","post_modified":"2022-08-09 09:30:47","post_modified_gmt":"2022-08-09 16:30:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102845","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/Summer-Product-Showcase_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/"},{"ID":102907,"post_author":"79","post_date":"2022-08-04 09:55:08","post_date_gmt":"2022-08-04 16:55:08","post_content":"<p>Customer sentiment is the emotion customers feel towards a specific business. Any interaction a customer has with that business results in some kind of emotion\u2014positive, neutral, or negative.<\/p>\r\n<p>By measuring customer sentiment, you'll be able to understand the <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">emotional reaction customers have<\/a> towards your brand. You'll also be able to understand the context behind each customer interaction and use that knowledge to improve their satisfaction and the overall experience.<\/p>\r\n<p>In this post, we\u2019ll explain everything you need to know about metrics used for gauging customer sentiment, including:<\/p>\r\n<ul>\r\n\t<li>Net Promoter Score (NPS)<\/li>\r\n\t<li>Customer Satisfaction (CSAT)<\/li>\r\n\t<li>Customer Effort Score (CES)<\/li>\r\n\t<li>Churn Rate<\/li>\r\n\t<li>Customer Lifetime Value (LTV)<\/li>\r\n<\/ul>\r\n<h3>Customer Sentiment Measurements from Direct Feedback<\/h3>\r\n<p>One of the best ways to understand how people feel about your brand is with a cluster of three metrics sourced from direct customer feedback: NPS, CSAT, and CEST.<\/p>\r\n<h4>Net Promoter Score (NPS)<\/h4>\r\n<p>Net Promoter Score (NPS) is used for measuring customer sentiment by asking how likely someone is to recommend your products or services to a friend or colleague. Usually, it\u2019s graded on a ten-point scale, broken up into three sections: Detractors (scores from 0\u20136), Passives (scores from 7\u20138), and Promoters (scores from 9\u201310).<\/p>\r\n<p>Detractors are unlikely to recommend your company to others and probably won\u2019t repeat purchases. Passives won\u2019t recommend your company to others but also won\u2019t damage it with bad word-of-mouth. Promoters are your most loyal customers and they\u2019re the ones that will help your company grow.<\/p>\r\n\r\n[caption id=\"attachment_102908\" align=\"alignnone\" width=\"1542\"]<img class=\"size-full wp-image-102908\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.22.12-PM.png\" alt=\"Net Promoter Score (NPS)\" width=\"1542\" height=\"748\" \/> <em>The Net Promoter Score determines how likely customers are to recommend your product to a friend. Source:<a href=\"https:\/\/www.productplan.com\/glossary\/net-promoter-score\/\" target=\"_blank\" rel=\"noopener\"> productplan.com<\/a>.<\/em>[\/caption]\r\n\r\n<p>Your NPS is the percentage of detractors subtracted from the percentage of promoters. So if you have 30% promoters and 50% detractors, your NPS is 20%. <a href=\"https:\/\/www.chameleon.io\/blog\/nps-survey-best-practices-to-improve-engagement-guide-infographic\" target=\"_blank\" rel=\"noopener\">The average NPS in SaaS<\/a> is 40%\u201350%, with <a href=\"https:\/\/www.retently.com\/blog\/good-net-promoter-score\/\" target=\"_blank\" rel=\"noopener\">benchmarks<\/a> in other industries varying from 68% in consulting to 25% in cloud hosting.<\/p>\r\n<p>NPS surveys can be in many forms\u2014in-app, on your website, as a part of an <a href=\"http:\/\/web.utm.io\/blog\/utm-email-tracking\/\" target=\"_blank\" rel=\"noopener\">email campaign<\/a>, or even as SMS\u2014meaning you can send them at any stage in the customer lifecycle.<\/p>\r\n\r\n[caption id=\"attachment_102914\" align=\"alignnone\" width=\"1070\"]<img class=\"size-full wp-image-102914\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.28.51-PM.png\" alt=\"NPS survey as a way to collect customer sentiments\" width=\"1070\" height=\"942\" \/> <em>NPS surveys, as part of a broader campaign, can be a great way to collect feedback. Source: <a href=\"https:\/\/www.questionpro.com\/blog\/nps-to-grow-analyze-businesses\/\" target=\"_blank\" rel=\"noopener\">questionpro.com<\/a>. <\/em>[\/caption]\r\n\r\n<p>NPS is typically followed up by an open-ended question like: \u201cWhat could we do to improve your experience?\u201d Usually, if people respond, they\u2019ll have very strong feelings\u2014positive or negative. This makes NPS useful for gathering qualitative and quantitative data about customer sentiment.<\/p>\r\n<p><strong>Advantages of NPS<\/strong><\/p>\r\n<ul>\r\n\t<li>Likely to get a response: up to <a href=\"https:\/\/referralrock.com\/blog\/pros-and-cons-of-using-nps\/\" target=\"_blank\" rel=\"noopener\">50% response rate<\/a> on average, vs. <a href=\"https:\/\/www.customerthermometer.com\/customer-surveys\/average-survey-response-rate\/\" target=\"_blank\" rel=\"noopener\">5\u201330% average<\/a> for customer surveys<\/li>\r\n\t<li>Getting quantitative and qualitative feedback from the same survey<\/li>\r\n\t<li>Positive NPS scores directly correlate with growth<\/li>\r\n\t<li>Simple to set up and deploy<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of NPS<\/strong><\/p>\r\n<ul>\r\n\t<li>Small sample sizes and simple responses can lead to unclear conclusions.<\/li>\r\n\t<li>The results usually depend on <a href=\"https:\/\/hbr.org\/2019\/10\/where-net-promoter-score-goes-wrong\" target=\"_blank\" rel=\"noopener\">context and the subjective framework<\/a>, meaning they can be oversimplified. Deploying NPS without a proper plan can result in spotty data that doesn\u2019t create a complete picture of customer sentiment.<\/li>\r\n<\/ul>\r\n<p>NPS can be a highly effective way to measure changes in customer sentiment throughout the customer journey. It can also be a great way to measure the changes in user attitudes in aggregate if it\u2019s deployed at moments where you already suspect changes might happen.<\/p>\r\n<h4>Customer Satisfaction (CSAT)<\/h4>\r\n<p>CSAT measures customer sentiment in terms of satisfaction with a product, service, brand, or interaction.<\/p>\r\n<p>Usually, either a five-point or 10-point scale is used, and customers are asked how strongly they agree or disagree with a statement like: \u201cHow would you rate your overall satisfaction with [company\/service]?\u201d<\/p>\r\n\r\n[caption id=\"attachment_102920\" align=\"alignnone\" width=\"1412\"]<img class=\"size-full wp-image-102920\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.35.59-PM.png\" alt=\"CSAT scores to determine customer sentiment\" width=\"1412\" height=\"582\" \/> <em> CSAT scores are used to determine how users feel about certain statements. Source: <a href=\"https:\/\/monkeylearn.com\/csat\/\" target=\"_blank\" rel=\"noopener\">MonkeyLearn<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s then expressed internally as a percentage score.<\/p>\r\n<p>(Number of satisfied customers (4 and 5) \u00f7 Number of survey responses) \u00d7 100 = % of satisfied customers<\/p>\r\n<p>Scores lower than four are discarded. CSAT is widely-used, with <a href=\"https:\/\/www.smartkarrot.com\/resources\/blog\/customer-satisfaction-benchmark\/\" target=\"_blank\" rel=\"noopener\">benchmarks<\/a> available by industry. For example, ecommerce averages 88%, logistics 89%, and hospitality 89%.<\/p>\r\n<p><strong>Advantages of CSAT<\/strong><\/p>\r\n<ul>\r\n\t<li>Simple to deploy and measure<\/li>\r\n\t<li>Easy to respond to and familiar to more people<\/li>\r\n\t<li>Can be effective for identifying friction points<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of CSAT<\/strong><\/p>\r\n<ul>\r\n\t<li>Reflects short-term sentiment<\/li>\r\n\t<li>Low response rate (around <a href=\"https:\/\/www.voxco.com\/blog\/csat-surveys-a-detailed-guide-on-importance-calculation-and-improving-csat-scores\/#:~:text=Anything%20around%2050%25%20or%20higher,all%20industries%20is%20about%2015%25.\" target=\"_blank\" rel=\"noopener\">15% average across industries<\/a>) means data can be skewed<\/li>\r\n<\/ul>\r\n<h4>Customer Effort Score (CES)<\/h4>\r\n<p>CES uses a 1\u20135 or 1\u20137 scale to measure how easy it is to use your products or services based on the efforts customers make to interact with them.<\/p>\r\n<p>These surveys help you find if a customer struggles when performing certain actions during their interaction with your business.<\/p>\r\n\r\n[caption id=\"attachment_102926\" align=\"alignnone\" width=\"1570\"]<img class=\"size-full wp-image-102926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.39.46-PM.png\" alt=\"CES to measure effort\" width=\"1570\" height=\"800\" \/> <em>CES measures how much effort users exerted while performing certain tasks.\u00a0 Source: <a href=\"https:\/\/www.babelforce.com\/solutions\/\" target=\"_blank\" rel=\"noopener\">babelforce<\/a>.<\/em>[\/caption]\r\n\r\n<p>Low-effort interactions are a good predictor of loyalty and growth, especially if they\u2019re critical interactions such as initial purchase, or potentially high-friction bottlenecks in process or UI.<\/p>\r\n<p>In service interactions, 96% of customers who had a high-effort interaction <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/unveiling-the-new-and-improved-customer-effort-score\" target=\"_blank\" rel=\"noopener\">became disloyal<\/a> compared to just 6% who had a low-effort interaction, and \u201ccustomer effort is 40% more accurate at predicting customer loyalty as opposed to customer satisfaction.\u201d<\/p>\r\n<p><strong>Advantages of CES<\/strong><\/p>\r\n<ul>\r\n\t<li>Simple and standardized, easy to respond to<\/li>\r\n\t<li>Offer immediate opportunities for local improvement<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of CES<\/strong><\/p>\r\n<ul>\r\n\t<li>Lack of context in terms of global satisfaction<\/li>\r\n\t<li>No qualitative data or reasons for poor scores<\/li>\r\n<\/ul>\r\n<h4>Using CES, CSAT, and NPS<\/h4>\r\n<p>These are all subjective measures of customer sentiment. Rather than asking how they stack up, it makes more sense to talk about how to use them.<\/p>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 96px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Local or Global<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Sentiment Measured<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Likelihood of Response<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Detailed Response<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>NPS<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Global<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Positive<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">High<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Sometimes<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>CSAT<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Local<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Positive<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Mid<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">No<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>CES<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Local<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Negative<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Low<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">No<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p><br \/>\r\nUse CES to measure where you think there\u2019ll be friction, CSAT to measure where you think there\u2019ll be immediate changes in satisfaction, and NPS for everything else.<\/p>\r\n<h3>Customer Sentiment Measurements Without Direct Feedback<\/h3>\r\n<p>In addition to metrics sourced from direct customer feedback, there are metrics that indirectly indicate customer sentiment: churn rate and customer lifetime value.<\/p>\r\n<h4>Churn Rate<\/h4>\r\n<p>Churn rate is a metric used to calculate at which rate a customer or a client stops using your products or services. It\u2019s a major (and familiar) concern for XaaS companies.<\/p>\r\n\r\n[caption id=\"attachment_102932\" align=\"alignnone\" width=\"1370\"]<img class=\"size-full wp-image-102932\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.45.49-PM.png\" alt=\"Churn Rate Formula\" width=\"1370\" height=\"748\" \/> <em>Churn rate helps brands understand where and when customers are dropping off in their journey. Source: <a href=\"https:\/\/snov.io\/glossary\/churn-rate\/\" target=\"_blank\" rel=\"noopener\">Snov.io<\/a>.<\/em>[\/caption]\r\n\r\n<p>This is just a very straightforward version of the formula. The <a href=\"https:\/\/mcgaw.io\/blog\/aarrr-pirate-metrics-for-startups\/#gs.730wmt:~:text=Retention%3A%20Your%20Customers%20and%20Visitors%20Should%20Stick%20Around\" target=\"_blank\" rel=\"noopener\">Pirate Metrics<\/a> guide covers more complex, weighted, segmented churn calculations, which are more granular.<\/p>\r\n<p>Churn is one of the most impactful metrics when it comes to understanding customer sentiment and, ultimately, your brand\u2019s bottom line. Improving retention by <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">as little as 5%<\/a> can drive profitability increases of 25\u201395%.<\/p>\r\n<p>By looking at the customer journey and identifying where and why customers are churning, you can determine the post-signup friction points. Churn rate is a metric you can use to build your customer journey as well as test its effectiveness.<\/p>\r\n<h4>Customer Lifetime Value (LTV)<\/h4>\r\n<p>Customer Lifetime Value (LTV) is the total worth of a customer to a business. The metric gives you a simple basis to segment customers into groups, based on the highest and lowest LTV. This lets you start constructing customer journeys for different customer types.<\/p>\r\n<p>If you\u2019re also tracking churn, you can identify the customers with the highest LTV, map their journeys, catch them before they churn, and know roughly how much that intervention was worth to your company.<\/p>\r\n<p>Combining sentiment measured from direct and indirect feedback gives the entire picture of how your customers actually feel about your brand.<\/p>\r\n<h3>Now, It\u2019s Your Turn<\/h3>\r\n<p>By collecting customer sentiment information via NPS, CSAT, CES, Churn, or CLV, you can start to answer <a href=\"https:\/\/mcgaw.io\/blog\/how-to-ask-analytics-questions\/\" target=\"_blank\" rel=\"noopener\">analytics questions<\/a> to help refine your customer journey.<\/p>\r\n<p>These questions include:<\/p>\r\n<ul>\r\n\t<li>What are the stages of your customer journey that lead to dissatisfaction or drop-off?<\/li>\r\n\t<li>What do customers do right before they upgrade to a higher tier?<\/li>\r\n\t<li>How do the customers perceive the steps in the journey?<\/li>\r\n\t<li>How do individual interactions impact global satisfaction and loyalty?<\/li>\r\n<\/ul>\r\n<p>Go out and try it out for yourself, but be sure you\u2019re equipped with the right tools in your martech stack. These tools will help you transform your customer engagements into more meaningful cross-channel experiences. As a result, customers will thank you with loyalty, retention, and they may even become brand advocates.<\/p>\r\n<p><em>Learn more about how the <a href=\"https:\/\/iterable.partnerpage.io\/partners\/solutions\/mcgawio\">Iterable x McGaw partnership<\/a> can help you achieve marketing goals. To discover more about Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">customer sentiment measurement<\/a>, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Top Metrics to Keep an Eye on When Determining Customer Sentiment","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-metrics-to-keep-an-eye-on-when-determining-customer-sentiment","to_ping":"","pinged":"","post_modified":"2022-08-04 10:02:33","post_modified_gmt":"2022-08-04 17:02:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102907","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/072522_McGaw-Partner-Post_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Customer Sentiment: McGaw x Iterable\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-metrics-to-keep-an-eye-on-when-determining-customer-sentiment\/"},{"ID":102719,"post_author":"79","post_date":"2022-08-02 08:25:03","post_date_gmt":"2022-08-02 15:25:03","post_content":"<p>Everyone (or, just about everyone) has a smartphone today. In a recent report from <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">bankmycell<\/a>, they found that, as of July 2022, 6.65 billion people around the world have a smartphone. That\u2019s 83% of the world\u2019s population. This is why marketers are adapting their strategies to include mobile marketing\u2014it\u2019s a widespread channel that can connect brands directly to the consumer.\u00a0<\/p>\r\n<p>A piece of the mobile marketing puzzle, however, that\u2019s becoming more present in brand strategies is SMS marketing. That is, using text messages to send marketing communications directly to users\u2019 phones.\u00a0<\/p>\r\n<p>In the first part of our series we covered the basics of <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opting in and out<\/a> of a brand's text messages. Now, we want to explore the first layer of individualization: SMS keywords.<\/p>\r\n<h3>What is an SMS Keyword?<\/h3>\r\n<p>Think about how people use keywords to search the web. They go to Google, type in a word or phrase they are searching for, and are then given results based on that keyword. It\u2019s a similar process for SMS keywords.\u00a0<\/p>\r\n<p>Basically, SMS keywords are a way for consumers to tell brands which content they find the most interesting and relevant. So, instead of brands sending every text message to every customer about every topic, they can use keywords to segment which customers get which messages.<\/p>\r\n<p>Take a look at this SMS message from <a href=\"https:\/\/www.nudgetext.com\/\" target=\"_blank\" rel=\"noopener\">The Nudge<\/a>, a virtual planner. They could send every customer updates about all types of cuisines, but what if a customer doesn\u2019t like certain types of food? What if they\u2019re vegan?\u00a0<\/p>\r\n\r\n[caption id=\"attachment_102720\" align=\"alignnone\" width=\"898\"]<img class=\"size-full wp-image-102720\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-01-at-10.52.47-AM.png\" alt=\"SMS Keywords from the Nudge\" width=\"898\" height=\"1250\" \/> <em>The Nudge uses SMS keywords to figure out which cuisines their customers are interested in.\u00a0<\/em>[\/caption]\r\n\r\n<p>By creating keywords like \u201cBURGERS\u201d or \u201cVEGAN\u201d and asking customers to respond back with the keyword they\u2019re interested in, The Nudge can narrow down which messages to send going forward. This not only creates a better overall experience for each customer, but it promotes engagement because the messages are relevant to each user.<\/p>\r\n<h3>Why Should I Use SMS Keywords?<\/h3>\r\n<p>Keywords are a gateway to <a href=\"https:\/\/iterable.com\/blog\/using-sms-keywords-for-deeper-personalization\/\" target=\"_blank\" rel=\"noopener\">individualized user experiences<\/a> not only through mobile channels, but all marketing channels.\u00a0<\/p>\r\n<p>Through texting, SMS keywords give you access to customer preferences. Instead of hoping a customer finds your messages relevant, you know for a fact that they\u2019re interested in the information you\u2019re sending. Collecting zero-party data, directly from the customer, is a surefire way to deliver on expectations.<\/p>\r\n<h4>Cross-Channel Customization<\/h4>\r\n<p>But, take it a step further and you\u2019ll be able to apply these preferences to multiple marketing channels. With a marketing platform that centralizes customer data, SMS keywords can be tied to a user profile. Then, any marketing communications, sent through any marketing channel, can align with the topic the user has expressed interest in.\u00a0<\/p>\r\n<p>Can\u2019t you get this preference information via email? You absolutely can. But, SMS marketing may be more efficient. According to <a href=\"https:\/\/manychat.com\/blog\/sms-vs-email-marketing-2021\/#:~:text=Open%20rate,higher%20than%20emails%20as%20well.\" target=\"_blank\" rel=\"noopener\">ManyChat<\/a>, \u201cThe average open rate for an <a href=\"https:\/\/www.crazyegg.com\/blog\/sms-marketing-program\/\" target=\"_blank\" rel=\"noopener\">SMS campaign is as high as 98%<\/a> while email rings in at just 20%.\u201d\u00a0<\/p>\r\n<p>So, if a customer tells The Nudge, through text, that they are only interested in DUMPLINGS, they should be able to attach that preference to the user\u2019s profile and send dumpling recommendations through email, in-app messaging, push notifications, direct mail, and, of course SMS. The added bonus? These can all be automated.<\/p>\r\n<h4>SMS Keywords for Automation<\/h4>\r\n<p>One huge benefit of SMS keywords we haven\u2019t yet touched on is the fact that, even while creating individualized conversations for each customer, they allow for automation. A member of your marketing team doesn\u2019t have to manually respond to each text from every customer\u2014phewf.\u00a0<\/p>\r\n<p>By creating a set number of keywords your customers can choose from, you can automate the next steps in the customer journey. The Nudge has seven total keywords to choose from: \u201cBURGERS,\u201d \u201cDUMPLINGS,\u201d \u201cSANDWICHES,\u201d \u201cVEGAN,\u201d \u201cTACOS,\u201d \u201cWINGS,\u201d and \u201cTHAI.\u201d If a customer sends back \u201cWINGS,\u201d they can get automatically added to the wings journey and receive triggered text messages only related to this cuisine.\u00a0<\/p>\r\n<p>This automated journey can also be cross-channel. Once users are added to a specific journey, you can trigger messages to send through various marketing channels. You can have emails, direct mail, and push notifications all related to one SMS keyword. That keyword gives customers access to an individualized journey.<\/p>\r\n<p>The key here is offering keywords that are specific enough to align with each customers\u2019 preferences while also being broad enough to capture everyone who may be interested. If you do have automated journeys set up, it\u2019s imperative that they resonate with your audiences.\u00a0<\/p>\r\n<p>Also, be sure your keywords are intuitive and easy to remember, so customers can respond at any time. With SMS marketing, the lines of communication are always open.<\/p>\r\n<h3>Starting a Conversation with Customers<\/h3>\r\n<p>SMS keywords give you the opportunity to start a two-way conversation with your customers. Keywords give you the chance to get more granular in your messaging and\u00a0 hear what your customers prefer through an open dialogue with them.\u00a0<\/p>\r\n<p>SMS marketing, plus the use of SMS keywords, provides an avenue to collect valuable zero-party customer data that can be activated with the right martech platform, ultimately individualizing each customer experience. As part of an orchestrated cross-channel approach, this elevates the consumer experience with brand communications to match their specific interests, motives, and behaviors. When customers respond with a keyword it\u2019s an opportunity to learn about them and tweak their experience in real-time as they proceed through their journey.\u00a0<\/p>\r\n<p>A seamless cross-channel customer experience plays to each channel\u2019s strengths. Because of its individualization capabilities, SMS marketing is gaining traction and becoming a highly valuable marketing channel. Don\u2019t miss out on the benefits.<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"SMS Marketing Part II: SMS Keywords","post_excerpt":"We've covered the basics of opting in and out. Now, we want to explore the first layer of individualization: SMS keywords.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-ii-sms-keywords","to_ping":"","pinged":"","post_modified":"2022-08-02 08:25:03","post_modified_gmt":"2022-08-02 15:25:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102719","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Keywords\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/"},{"ID":102733,"post_author":"79","post_date":"2022-08-01 10:13:19","post_date_gmt":"2022-08-01 17:13:19","post_content":"<p>Activate is coming home! From September 7-9 <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> will convene in San Francisco. Our marquee event is back in our hometown after a few years bringing together marketing professionals from near and far to share experiences, ask questions, and re-ignite that marketing spark. We\u2019re thrilled that this year we can offer not one, not two, but three session tracks, chock full of actionable takeaways. These tracks are the strategy track, the execution track, and the professional development track.<\/p>\r\n<p>To give you an idea of what to expect, we\u2019re providing a sneak peek at some of the sessions (can\u2019t spill all the secrets! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Come see them in person<\/a>.) each track will include. To start, however, we\u2019re going to take a look at our strategy track: Gaining Marketing Momentum.<\/p>\r\n<h3>The Strategy Track: Gaining Marketing Momentum<\/h3>\r\n<p>The sessions in the strategy track cover big-picture ideas. We\u2019ve named this track \u201cGaining Marketing Momentum\u201d because these overarching concepts can get the snowball rolling and lead to impressive results. Marketers from a variety of industries and brands will share their ideas, concepts, and thought leadership. In our Dreamers, Builders, and Makers framework, this strategy track aligns best with the dreamers. Future-thinking, innovative marketers will want to attend these sessions.<\/p>\r\n<h4>Find Your Target: Reaching Different Personality Types Without Flooding Your Marketing Channels<\/h4>\r\n<p>This track includes a session from Tim Hemingway, SVP of Commerce at Havas Media. Tim\u2019s presentation will focus on the human side of marketing and the fact that often, how we like to be communicated with isn\u2019t always the same as what our customers prefer. Tim will break down various marketing channels and tools, and how they can be used to appeal to different personality types. You\u2019ll learn how to break out of your comfort zone and communicate with your customers in the ways they prefer.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> understanding your audience and meeting their needs.<\/p>\r\n<h4>Building Long Term Value to Keep Customers Engaged<\/h4>\r\n<p>Sterling Bailey, Sr. Director of Marketing Infrastructure at Evernote, will take the Activate Stage to talk about how long-term value is essential to reducing churn. Sterling will share Evernote\u2019s evolution from \u201cbatch-and-blast\u201d beginnings, to looking deeper into customer habit journeys and adapting new features to help users stay on track with their goals. You\u2019ll discover ways to understand your users at a deeper level, and how to adapt your strategies to match exactly what your customers are looking for.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> customer engagement for long-term retention.<\/p>\r\n<h4>Test 1, 2, 3: Creating an A\/B Testing Framework<\/h4>\r\n<p>Alex Orton, Sr. Lifecycle Marketing Manager at Tally, will cover the dos and don'ts of developing an A\/B test testing framework. It\u2019s hard to evaluate something that\u2019s subjective if you don\u2019t have a framework in place. Join this session to uncover how to use Iterable to create an effective A\/B testing framework to clarify, guide, and power up your experiments.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> getting started with and enhancing A\/B testing strategies.<\/p>\r\n<h4>Beyond the Buzzword: Why it\u2019s Time to Ignore \u201cBest Practices\u201d<\/h4>\r\n<p>Allie Donovan, Head of Retention of Lifecycle Marketing at Quince, will talk about \u201cbest practices.\u201d Allie will discuss why it\u2019s time to throw out historical best practices, and look instead at individual demographics, behaviors, and testing strategies to maximize email engagement and revenue. You\u2019ll learn how to think differently and develop strategies for testing against best practices and you\u2019ll leave with fresh campaign ideas.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> fine tuning your campaigns to your specific business case.<\/p>\r\n<h3>Opening Keynote<\/h3>\r\n<p>Aside from the sessions in the tracks, we also have keynotes on both Thursday and Friday. The opening keynote on Thursday will be delivered by Iterable execs, including our CEO and Co-Founder, Andrew Boni. Andrew will talk about the state of marketing today, how customer expectations are changing, and how these expectations are impacting the mindset marketers need to adopt to succeed in the future.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> a bird\u2019s-eye view of marketing today and what it will look like going forward.<\/p>\r\n<h3>That\u2019s Not All<\/h3>\r\n<p>Like we said earlier, that\u2019s just a sneak peek at all of the content in the strategy track. We have more sessions in this track, plus two additional tracks, AND keynotes from some special guests. Stay tuned to learn more about the sessions we have in store!<\/p>\r\n<p>[video width=\"1920\" height=\"1080\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/IterableActivateNA_2022_PopPromo.mp4\"][\/video]<\/p>\r\n<p><em>And, of course, if you\u2019re not registered yet, what are you waiting for?! Be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register for Activate North America today<\/a> to make sure you don\u2019t miss out on this world-class marketing content.<\/em><\/p>","post_title":"Activate North America: Strategy Track Sneak Peek","post_excerpt":"To give you an idea of what to expect at Activate North America, we\u2019re providing a sneak peek at some of the strategy sessions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-north-america-strategy-track-sneak-peek","to_ping":"","pinged":"","post_modified":"2022-08-01 10:56:12","post_modified_gmt":"2022-08-01 17:56:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102733","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 01, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"activate north america strategy track\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-north-america-strategy-track-sneak-peek\/"},{"ID":102696,"post_author":"35","post_date":"2022-07-28 11:24:56","post_date_gmt":"2022-07-28 18:24:56","post_content":"<p>As a consumer, doesn't it feel like magic when you get the right recommendation at the right time? Well, marketers have seen behind the curtain and know it takes a lot more effort than a swift wave of a wand to make that happen. It's a bit more challenging than that\u2014though, wouldn't that be nice?\u00a0<\/p>\r\n<p>To help make the process of individualization feel a bit more like magic for the marketers behind the best experiences we've put together the four best steps you can take to make individualization a reality! Below, we've got a quick peek at the first one: Segmentation. But be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">download the full whitepaper<\/a> to get all the tips and tricks you need to make magic happen.\u00a0<\/p>\r\n<h3>Step 1 for Individualization Magic: Segmentation<\/h3>\r\n<p>Your audience is at the heart of your individualization efforts. After all, individualization is about creating an experience unique to each customer. To do so, however, you need to first start with segmentation. Understanding your audience and dividing them into similar groups\u2014based on available data\u2014gives you the ability to easily add some baseline individualization into your marketing messaging.<\/p>\r\n<h4>Watch Traditional Segmentation Strategies Transform!<\/h4>\r\n<p>Since we\u2019re trying to get to individualization, let\u2019s start there\u2026at the individual. Let\u2019s use the example of a 35-year-old customer buying a toy for a child. They discovered the toys through a quick online search, purchased a toy and received a follow up coupon prompting them to add their child\u2019s birthday to their profile.\u00a0<\/p>\r\n<p>Except, the customer doesn\u2019t have kids. They were buying a birthday gift for a friend\u2019s child.\u00a0<\/p>\r\n<p>Brands often make assumptions based on what customers have done in the past, not where they would like to go in the future. With traditional segmentation strategies, this customer would likely continue receiving irrelevant messaging about a child they don\u2019t have. To break old segmentation patterns and build the audience your brand wants, you need some new tricks.<\/p>\r\n<h4>3 Tricks for Better Segmentation<\/h4>\r\n<p>There\u2019s a popular process called the <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2\" target=\"_blank\" rel=\"noopener\">4 Disciplines of Execution framework (4DX)<\/a>, developed by FranklinCovey, that helps you execute your strategies more effectively. Ideally, after adopting the four disciplines into your processes, you have an actionable how-to plan. Well, we said we wanted you to feel like individualization is waving a magic wand, so we\u2019ve waved our own wand and condensed the four disciplines into <em><strong>three<\/strong><\/em> tricks you can start using today. As a preview, here's one of those tricks.\u00a0<\/p>\r\n<h5>Reflect and Visualize Your Ideal Audience<\/h5>\r\n<p>Instead of trying to come up with a comprehensive segmentation strategy for your entire database, reflect and visualize what your ideal audience looks like.\u00a0<\/p>\r\n<p>Here\u2019s the catch: just choose one. Otherwise, you\u2019ll get caught up in accomplishing everyday tasks, which <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2\" target=\"_blank\" rel=\"noopener\">FranklinCovey refers to as \u201cthe whirlwind.\u201d<\/a> \u00a0<\/p>\r\n<p>Your ideal customer may be a new market segment. It could be a set of existing customers that you\u2019re rolling out a new product to. Whoever it is, make sure you\u2019re clear on who you\u2019re trying to attract to your brand and why.<\/p>\r\n<p>Once you have a good grasp on who that ideal customer is, look into <strong>what is your team currently doing with segmentation that gets you closer to your ideal customer?<\/strong><\/p>\r\n<p>For example, <a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener\">Curology<\/a>, a personalized skincare brand, creates custom events for any customer data point, including whether members have uploaded a recent photo of their skin\u2019s progress.<\/p>\r\n<p>Those who haven\u2019t are segmented and sent a <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf\" target=\"_blank\" rel=\"noopener\">targeted SMS message<\/a> that reminds them to send a photo update and explains why it matters. Most importantly, members are able to snap a selfie and respond directly to the text\u2014dramatically reducing the friction in patient-to-provider response rates.<\/p>\r\n<p>Curology\u2019s segmentation becomes even more sophisticated during the customer journey. Email follow-ups are triggered automatically if members haven\u2019t shared a photo in a certain number of days.<\/p>\r\n<p>These strategies, amongst others, resulted in <a href=\"https:\/\/iterable.com\/customers\/curology\/\" target=\"_blank\" rel=\"noopener\">customer engagement increasing by 26%<\/a> and revenue increasing by 10%.<\/p>\r\n<p>Your ideal audience is engaged. As Curology shows, once you\u2019ve identified that audience, it\u2019s important to find the right interactions to add value to their experience.<\/p>\r\n<h3>Add Tricks Up Your Sleeve<\/h3>\r\n<p>Above is just the first segmentation trick we highlight in our individualization magic whitepaper. With the others, you'll have the tricks up your sleeve to make a joyful individualized experience that much easier to achieve. <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">Download your copy<\/a> today!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-102698\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Banner.png\" alt=\"Individualization Magic\" width=\"660\" height=\"164\" \/><\/a><\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"To help make the process of individualization feel a bit more like magic, we've put together the four best steps you need for success!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-07-28 11:24:56","post_modified_gmt":"2022-07-28 18:24:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102696","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"July 28, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":12,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102616,"post_author":"88","post_date":"2022-07-27 14:56:23","post_date_gmt":"2022-07-27 21:56:23","post_content":"<p>Customers have high expectations when it comes to the marketing messages they receive. They want messages tailored to them and their experiences. With so much customer data and a variety of powerful marketing tools available, brands should be able to create customized marketing campaigns\u2014on an individual level.<\/p>\r\n<p>There are four steps you can take towards individualization:\u00a0<\/p>\r\n<ol>\r\n\t<li aria-level=\"1\">Segmentation\u00a0<\/li>\r\n\t<li aria-level=\"1\">Lifecycle mapping<\/li>\r\n\t<li aria-level=\"1\">Journey building<\/li>\r\n\t<li aria-level=\"1\">Dynamic content<\/li>\r\n<\/ol>\r\n<p>While individualization isn\u2019t as easy as waving a magic wand, we\u2019re hoping this guide can add a little \u201cabra-cadabra\u201d to your marketing efforts.<\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-07-28 09:16:54","post_modified_gmt":"2022-07-28 16:16:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=102616","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 27, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102343,"post_author":"79","post_date":"2022-07-21 13:17:14","post_date_gmt":"2022-07-21 20:17:14","post_content":"<p>With the midway point of 2022 in the rearview, we figured it\u2019s as good a time as any to take a broader look at some global marketing trends.<\/p>\r\n<p>When implementing marketing strategies, it\u2019s easy to get tunnel vision. You have your brand, your audience, your channels\u2014that\u2019s all you focus on. And hey, we get it. After all, our whole platform is designed for creating individualized marketing campaigns, which requires you to zoom in on the details.<\/p>\r\n<p>Once in a while though, it\u2019s good to shake off the cobwebs, take a step back, and reevaluate.<\/p>\r\n<p>Every year, Deloitte releases a <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends.html\" target=\"_blank\" rel=\"noopener\">Global Marketing Trends report<\/a>. This year, Deloitte called out seven global trends with three of them really catching our eye: authentic inclusive marketing, meeting customers in a cookieless world, and a human-first data experience. Since these three are the most impactful when it comes to developing an individualized customer experience we thought it\u2019s worth taking a closer look.<\/p>\r\n<h3>Authentic Inclusive Marketing<\/h3>\r\n<p>We\u2019ve touched upon <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">authentic inclusive marketing<\/a> before, so it\u2019s no surprise that a global marketing trend highlights the <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/diversity-and-inclusion-in-marketing.html\" target=\"_blank\" rel=\"noopener\">ever-diversifying customer base<\/a>. It\u2019s not just about including diversity in your marketing, however\u2014it\u2019s about brand values. Without aligning core values to promoting diversity and inclusivity, any effort a brand makes to take part in this trend will come across as inauthentic. And younger generations are taking note.<\/p>\r\n<p>According to Deloitte, across all surveyed industries, those ages 18-25 notice inclusive advertising more often when it comes to making a purchase decision.<\/p>\r\n\r\n[caption id=\"attachment_102362\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102362\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Inclusive-marketing-trend.webp\" alt=\"Inclusive Marketing as a Global Marketing Trend\" width=\"800\" height=\"407\" \/> <em>Younger generations are more aware of inclusive marketing efforts. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/diversity-and-inclusion-in-marketing.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, like we said earlier, it\u2019s not just about the advertising, it\u2019s about deeper values. In fact, \u201c57% of consumers are more loyal to brands that commit to addressing social inequities in their actions.\u201d That percentage jumps to 94% when looking at just Gen Z. Plus, \u201c90% [of Gen Z respondents] say they are more willing to purchase products that they deem beneficial to society.\u201d<\/p>\r\n<p>We saw this in action in 2019 when Beauty brand <a href=\"https:\/\/www.benefitcosmetics.com\/en-gb\" target=\"_blank\" rel=\"noopener\">Benefit Cosmetics<\/a> hired model Kate Grant as their brand ambassador. Hiring a brand ambassador with Down Syndrome was a huge step for the beauty brand in their inclusivity efforts and those of the cosmetics industry at large.<\/p>\r\n\r\n[caption id=\"attachment_102356\" align=\"alignnone\" width=\"1152\"]<img class=\"size-full wp-image-102356\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-today-series-love-your-body-benefit-cosmetics-hires-kate-grant-model-down-syndrome-ambassador-t146695-2022-07-20-09_50_23-edit.png\" alt=\"Benefit Cosmetics Inclusive Marketing\" width=\"1152\" height=\"1834\" \/> <em>Kate Grant models liquid eyeliner for Benefit Cosmetics, showing that beauty is diverse. Source: <a href=\"https:\/\/www.today.com\/series\/love-your-body\/benefit-cosmetics-hires-kate-grant-model-down-syndrome-ambassador-t146695\" target=\"_blank\" rel=\"noopener\">Today<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, Benefit Cosmetics not only advertises inclusivity, they also live by these values. Their website has accessibility settings like contrast adjustments and the ability to disable animations. Plus, they support social causes for equality, like by becoming a partner of <a href=\"https:\/\/dontbanequality.com\/\" target=\"_blank\" rel=\"noopener\">Don\u2019t Ban Equality<\/a>, in support of reproductive rights.<\/p>\r\n<p>The most important aspect of inclusive marketing is taking the next step. One ad or message doesn\u2019t convey authenticity to your audience, and neither does explicitly calling out the inclusiveness of your marketing. That can feel like patting yourself on the back. To remedy this, focus on inclusivity early and often in your strategies. If it\u2019s baked in from the beginning, it will appear throughout your campaigns and become less of a focus, and more of an inherent part of your brand, which consumers notice and appreciate.<\/p>\r\n<h3>Meeting Customers in a Cookieless World<\/h3>\r\n<p>At this point, we\u2019re all aware of the phasing out of third-party cookies. Third-party agencies have historically collected and sold customer data to help marketers generate leads and better target their content. But, with <a href=\"https:\/\/www.cookiebot.com\/en\/google-third-party-cookies\/\" target=\"_blank\" rel=\"noopener\">Google ending third-party cookies in Chrome,<\/a> the focus for marketers has shifted to \u201chow do I connect with audiences without third-party data?\u201d<\/p>\r\n<p>Instead of using third-party cookies to gather customer data, brands have to switch to collecting <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a>. Zero-party data is data that comes directly from the customer. This includes surveys, account preferences\/profiles, customer service, reviews, etc. First-party data is implicitly collected from customers interacting with your brand. So, if a customer visits your site, for example, their behavior on the site is collected as first-party data.<\/p>\r\n<p>According to <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/the-future-of-marketing-in-a-third-party-cookieless-world.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>, 61% of high-growth companies (those with at least 10% growth over the past year) are shifting towards a first-party data strategy.<\/p>\r\n\r\n[caption id=\"attachment_102368\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102368\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Cookieless-Marketing.webp\" alt=\"Shift towards first-party data\" width=\"800\" height=\"837\" \/> <em>More than half of brands with high growth and 1-10% growth have shifted towards using first-party data. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/the-future-of-marketing-in-a-third-party-cookieless-world.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>High-growth companies are ahead of negative-growth companies (51% compared to 36%) when using first-party data to deliver personalized content via \u201cdynamic creative optimization.\u201d This caught our eye because Deloitte labels this approach as a more sophisticated method for using first-party data.<\/p>\r\n<p><a href=\"https:\/\/www.cotopaxi.com\/\" target=\"_blank\" rel=\"noopener\">Cotopaxi<\/a>, an outdoor apparel brand, uses first-party data and dynamic content to create their abandoned cart campaigns. By collecting browsing and cart data while a customer is on their site, Cotopaxi can deliver highly individualized campaigns without relying on third-party cookies.<\/p>\r\n\r\n[caption id=\"attachment_102350\" align=\"alignnone\" width=\"1922\"]<img class=\"size-full wp-image-102350\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-reallygoodemails-emails-dont-leave-a-good-cart-behind-2022-07-20-10_33_27-edit.png\" alt=\"Cotopaxi Abandoned Cart Email\" width=\"1922\" height=\"4962\" \/> <em>First-party data is collected when a customer visits and browses the Cotopaxi site. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-leave-a-good-cart-behind\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>First-party data is collected during a direct interaction between the customer and your brand and used to build personalized marketing messages. When looking to build a deeper, longer-lasting connection with your audience, few things are more useful than their behavioral data in helping marketers individualize the experience. In your strategies, incorporate opportunities for customers to give you data points that help fill out the customer profile. As the lifecycle progresses, you\u2019ll be able to tailor your messaging better and better to each user.<\/p>\r\n<h3>Human-First Data Experience<\/h3>\r\n<p>Data is often thought of as cold and robotic\u2014just numbers, lacking emotion. It\u2019s a collection of zeros and ones that provide brands with information that helps them market and, ultimately, make a sale. But now, the global marketing trend is shifting to a more empathetic use of data.<\/p>\r\n<p>Like we mentioned in the previous section, there\u2019s a vast amount of customer data available today. Brands have everything they need to build individual profiles and create an emotional connection with customers. But, with that, brands have to be careful to not blur the line between helpful and creepy.<\/p>\r\n\r\n[caption id=\"attachment_102374\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102374\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Creepy-vs.-Helpful.webp\" alt=\"Creepy versus Helpful Tracking Features\" width=\"800\" height=\"464\" \/> <em>Features were given a net helpful score by combining how helpful versus. how creepy customers found them to be. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/using-customer-data-to-build-trust-helpful-or-creepy.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>What <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/using-customer-data-to-build-trust-helpful-or-creepy.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a> pulled from the above data is that in-depth tracking methods (active listening, location tracking, etc.) land more on the creepy end of the spectrum than the helpful end.<\/p>\r\n<p>\u201cOn the other hand, almost every one of our scenarios that were grounded in brand relationships\u2014and shied away from in-depth tracking\u2014were ranked by customers as the most helpful interactions. These relationships included some customer benefit such as a special offer or timely repurchase reminder.\u201d<\/p>\r\n<p>Streaming giant <a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a> has a ton of data available for each customer. What\u2019s important to note with their recommendations, though, is that there is a clear relationship established between Netflix and the customer already.<\/p>\r\n\r\n[caption id=\"attachment_102344\" align=\"alignnone\" width=\"1377\"]<img class=\"size-full wp-image-102344\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-reallygoodemails-emails-what-to-watch-after-the-queens-gambit-2022-07-20-10_52_48-edit.png\" alt=\"Netflix Recommendations use Human-First Data\" width=\"1377\" height=\"5769\" \/> <em>Netflix provides recommendations based on historical data. Clearly nodding to the established relationship. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/what-to-watch-after-the-queens-gambit\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Brands should think about their customer relationships like any other relationship. If you\u2019ve Googled a bunch of stuff about a person and haven\u2019t actually met them yet, blurting out that you know where they went to high school when you first meet them will creep them out. Same goes for brands and customers. Ease into how you use customer data to build trust and relationships.<\/p>\r\n<h3>Customer-Focused Global Marketing Trends<\/h3>\r\n<p>Each of these trends demonstrates a focus on the customer. Whether promoting inclusivity and social impact, collecting data from experiences, or using data to individualize content, these global marketing trends put the customer first.<\/p>\r\n<p>With customers expecting more and more individualization, a key to your marketing\u2019s success is focusing on the customer first. What\u2019s their context? Why are they shopping with you? WHat makes sense for them? By asking these questions, you\u2019re already one step ahead, now it\u2019s time to put these strategies in motion.<\/p>\r\n<p><em>To learn more about how your brand can put each customer at the center of your marketing messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Revisiting 2022\u2019s Top Global Marketing Trends","post_excerpt":"With the midway point of 2022 in the rearview, we figured it\u2019s as good a time as any to take a broader look at some global marketing trends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"revisiting-2022s-top-global-marketing-trends","to_ping":"","pinged":"","post_modified":"2022-07-21 13:17:14","post_modified_gmt":"2022-07-21 20:17:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102343","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/07\/072022_Global-Marketing-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Global Marketing Trends\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/revisiting-2022s-top-global-marketing-trends\/"},{"ID":102267,"post_author":"87","post_date":"2022-07-20 10:27:33","post_date_gmt":"2022-07-20 17:27:33","post_content":"<p>Have you ever received a product recommendation totally off base for you, and gotten the ick from that brand? Like, no, I do not want to buy a broomstick or a cape right now. <em>Maybe when I\u2019m executing my marketing campaigns later.<\/em><\/p>\r\n<p>Individualizing the customer journey doesn\u2019t have to be like pulling rabbits out of a hat, although it can certainly feel like a magic trick when done right. In fact, companies that excel at personalization generate 40% more revenue (McKinsey). It\u2019s clear individualization is the path forward for marketers, not just the standard personalization we\u2019ve all been shooting for.<\/p>\r\n<p>In this webinar, our Senior Manager of Solutions Consulting, Katie Barends, sits down with Sofia Casson, Marketing Executive, from Butternut Box to chat through what it means to individualize your customer journey and how they are doing it today.<\/p>\r\n<p><strong>There are no tricks up our sleeves here, walk away from this webinar knowing:<\/strong><\/p>\r\n<ul>\r\n\t<li>What individualization is and how it\u2019s different from personalization<\/li>\r\n\t<li>The 4 steps to individualizing the customer experience<\/li>\r\n\t<li>Real life examples of individualization and its impact on key business results<\/li>\r\n<\/ul>\r\n<p><em>Begin executing on these tips and tricks today with our<\/em> <em><a href=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/Iterable-Your-Checklist-for-Creating-Individualization-Magic.pdf\">Checklist for Creating Individualization Magic<\/a><\/em>.<\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-08-11 12:14:58","post_modified_gmt":"2022-08-11 19:14:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=102267","menu_order":3,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"July 20, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":7,"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\/2022\/07\/Individualization-Webinar_Resources_NOAM.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102281,"post_author":"79","post_date":"2022-07-19 11:37:11","post_date_gmt":"2022-07-19 18:37:11","post_content":"<p>Sigh, it\u2019s like we can\u2019t catch a break. So much has happened over the past two years and now <a href=\"https:\/\/www.cnbc.com\/2022\/07\/02\/some-experts-say-a-recession-is-coming-how-to-prepare-your-portfolio.html\" target=\"_blank\" rel=\"noopener\">some experts<\/a> are saying we\u2019re heading towards a recession.<\/p>\r\n<p>Defined as \u201ca <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/what-is-a-recession\/\" target=\"_blank\" rel=\"noopener\">significant decline in economic activity<\/a> that lasts for months or even years,\u201d a recession is classified by certain criteria. These, according to <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/what-is-a-recession\/\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, include: negative gross domestic product (GDP), rising levels of unemployment, falling retail sales, and contracting measures of income and manufacturing for an extended period of time.<\/p>\r\n<p>We\u2019re not trying to be Negative Nancy\u2026.more like Prepared Polly. It pays to be prepared, so whether the impact has been great or minimal, we want you to feel confident in your marketing strategies to survive the impending period of decreased spending. To help, let\u2019s talk tips for marketing in a recession.<\/p>\r\n<p>But, before we dive into the marketing tips, it\u2019s important to briefly touch on why the recession is happening in the first place.<\/p>\r\n<h3>Why Now?<\/h3>\r\n<p>It was originally speculated that, in a post-pandemic world, there\u2019d be an economic boom. People were home, out of work, and spending less. Now\u2014because the pandemic has slowed a bit and we\u2019ve returned to a quasi-normal existence\u2014experts expected an increase in demand.<\/p>\r\n<p>With multiple factors, in addition to COVID-19, playing a part, however, the opposite happened. <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/is-a-recession-coming\/\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> points to three factors that are contributing to Americans\u2019 current concerns of a recession: inflation and supply chain disruptions, Federal interest rate hikes, and yield curve inversion.<\/p>\r\n<p>Knowing these factors could cause a recession, how should marketers prepare?<\/p>\r\n<h3>Marketing in a Recession<\/h3>\r\n<p>A recession means less consumer spending. People aren\u2019t going to be as receptive to advertising with both prices and unemployment increasing. Marketers have to tread lightly between customer needs and selling products, understanding\u2014and being sensitive to\u2014the financial climate.<\/p>\r\n<h4>Marketing Budget<\/h4>\r\n<p>Brands\u2019 first instinct for marketing in a recession may be to decrease overall marketing budget. The thought being, if people aren\u2019t going to be shopping, what\u2019s the point in putting dollars behind marketing efforts? But, according to <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a> (HBR), that\u2019s not necessarily the right move. In fact, according to HBR, \u201cCompanies that have bounced back most strongly from previous recessions usually did not <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0167811605000108\" target=\"_blank\" rel=\"noopener\">cut their marketing spend<\/a>, and in many cases actually increased it.\u201d<\/p>\r\n<p>While HBR recommends maintaining\u2014maybe even increasing\u2014your marketing budget during a recession, how the money is spent should change.<\/p>\r\n<p>This brings us to <strong>our first tip for marketing in a recession: reinvest in R&amp;D.<\/strong><\/p>\r\n<p>HBR advises businesses to refocus their marketing money towards R&amp;D and, as counterintuitive as it may be, actually launch new products during a recession. \u201cProducts launched during a recession have both higher long-term survival chances and higher sales revenues.\u201d<\/p>\r\n<p>With fewer new products flooding the market and brands investing in their most promising ventures, products launched just after the midpoint of a recession end up being highly successful.<\/p>\r\n<h4>Marketing Promotions<\/h4>\r\n<p>With fewer sales being made, brands often jump the gun and increase their prices to make up the difference. And, as HBR points out, once it\u2019s evident that customers still aren\u2019t buying, these businesses then have to price-cut with promotions. What\u2019s interesting, however, is that it\u2019s not the price increase that decreases market share, it\u2019s actually the flip-flopping between high and low prices that <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">negatively impacts brands<\/a>.<\/p>\r\n<p><a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/10\/myths-on-marketing-in-recession\/\" target=\"_blank\" rel=\"noopener\">Dr. Koen Pauwels<\/a>, Marketing Professor at Northeastern University, says that if you can afford to reduce regular product prices during a recession, by all means, go for it. But, if you can\u2019t comfortably reduce prices for the foreseeable future and have to revert back to regular (or inflated) prices after a promotional price-cut, it could have negative effects.<\/p>\r\n<p><strong>Our second tip for marketing in a recession: pick prices and stick to them.<\/strong><\/p>\r\n<p>In a healthy economic climate, customers can afford regular pricing, so they aren\u2019t as upset when prices return to normal. In a recession however, as Dr. Pauwels mentions, \u201cwhen unemployment becomes problematic, the <a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/10\/myths-on-marketing-in-recession\/\" target=\"_blank\" rel=\"noopener\">market tends to shift toward a prevention focus<\/a> (avoid bad outcomes), which we showed yields less sales gains from the temporary price cut.\u201d<\/p>\r\n<h4>Brand Awareness<\/h4>\r\n<p>With most brands cutting advertising budgets and cutting their share of voice in the market, being able to maintain or even increase advertising efforts can be beneficial. In a time when consumers are shying away from purchasing, brands should promote their benefits and demonstrate why their products are still worth it, even in a recession.<\/p>\r\n<p><a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">HBR<\/a> points to <a href=\"https:\/\/www.reckitt.com\/\" target=\"_blank\" rel=\"noopener\">Reckitt Benckiser<\/a>, the world's biggest manufacturer of household cleaning supplies, as a prime example of successful increased advertising during the 2008 recession. According to <a href=\"https:\/\/www.economist.com\/business\/2009\/08\/20\/the-game-has-changed\" target=\"_blank\" rel=\"noopener\">The Economist<\/a> \u201cReckitt increased its spending on marketing by 25% [in 2008], when most of its competitors were cutting back. The firm takes pains to cater to all budgets. It sells four versions of its Finish dishwashing detergent, for example, at different prices.\u201d<\/p>\r\n<p><strong>Our final tip for marketing in a recession: make your name known and demonstrate your benefits.<\/strong><\/p>\r\n<p>Staying visible during a recession also helps gauge your brand\u2019s most loyal customers. Those who continue to make purchases can provide valuable data to better understand how loyal customers behave\u2014data which you can use both in, and after, a recession.<\/p>\r\n<p>Like <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">HBR<\/a> says, \u201c<a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/19\/what-should-we-use-our-marketing-budget-for-during-covid-19\/\" target=\"_blank\" rel=\"noopener\">Successful brand advertising<\/a> during a recession not only injects humor and emotion, but also answers for consumers the question: How can we help?\u201d<\/p>\r\n<h3>Understanding the Environment and the Customer<\/h3>\r\n<p>The overarching theme in all of these tips for marketing in a recession is the need to understand the environment. Whether reinvesting in R&amp;D, strategically sticking to pricing, or demonstrating brand values and product benefits, your marketing team needs to have a broader understanding of the climate in a recession.<\/p>\r\n<p>Let\u2019s also not forget the continued need for individualization. Like the Reckitt Benckiser example proves, every individual customer will have different needs and wants during a recession. By using historical data and continuously collecting new data through customers\u2019 interactions with your brand, you\u2019ll develop a better understanding of what they will each require. Don\u2019t put individualization efforts on the backburner when your customers need it most.<\/p>\r\n<p><em>To learn more about how to automate your marketing individualization efforts, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Tips for Marketing in a Recession","post_excerpt":"Want to feel confident in your marketing strategies during a period of decreased spending? Let\u2019s talk tips for marketing in a recession.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"tips-for-marketing-in-a-recession","to_ping":"","pinged":"","post_modified":"2022-07-19 11:37:11","post_modified_gmt":"2022-07-19 18:37:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102281","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/07\/071922_Marketing-in-a-Recession_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing in a Recession\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/tips-for-marketing-in-a-recession\/"},{"ID":102212,"post_author":"79","post_date":"2022-07-18 13:11:17","post_date_gmt":"2022-07-18 20:11:17","post_content":"<p>Retail is constantly evolving. How customers prefer to shop, where they prefer to shop, various channels brands can use to connect\u2014there are a lot of variables. What\u2019s important, however, is that there continues to be growth. This year\u2019s <a href=\"https:\/\/internetretailing.net\/research\/rxgeu\/\" target=\"_blank\" rel=\"noopener\">Europe Growth 3000 Report,<\/a> from RetailX, features 3000 up-and-coming retailers and brands across 32 markets. Throughout the report these brands are examined to better understand the tools that are being implemented to help them succeed.<\/p>\r\n<p>More broadly, however, the report focuses on four key drivers of growth in European retail today: traffic, mobile shopping, delivery, and easy payments. In this article we\u2019re going to review these drivers to better understand how retail is evolving and, of course, how marketing strategies can be shifted to better align with the drivers. But first, we need to set the stage.<\/p>\r\n<h3>Setting the Retail Stage: Current Events<\/h3>\r\n<p>Global events can have a large impact on retail trends. When the pandemic reared its ugly head, retail brands were forced to undergo a major digital transformation to reach their customers at home. While the shockwaves from the pandemic may be diminishing, there are a variety of other current events having an impact on the European world of retail.\u00a0<\/p>\r\n<h4>The Economy<\/h4>\r\n<p>Inflation is delivering a heavy blow this year. As the report states, \u201cPrices are climbing and the cost of living [is] rising, following increases in energy prices and supply chain costs and delays. These at first were caused by the Covid-19 disruption but have since been exacerbated by Russia\u2019s invasion of Ukraine.\u201d\u00a0<\/p>\r\n<p>Inflation is causing shoppers to buy less than they did before the rise in cost of living, but, as a more notable result, a greater percentage of purchases are happening online now compared to pre-pandemic days. In April 2022 in the UK, 26.6% of retail transactions took place online. Before the pandemic, 19.7% of purchases were online.\u00a0<\/p>\r\n<p>As a result, 50% of 500 UK retailers surveyed by Brightpearl said they planned to increase their investment in retail software this year.<\/p>\r\n<h4>Sustainability<\/h4>\r\n<p>Another factor impacting retail growth is the consumer demand for sustainable shopping. According to <a href=\"https:\/\/www.yahoo.com\/now\/retail-industry-reshapes-hybrid-cloud-130000597.html?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAHeX0gpSFLBytfiP8xL1tvUMJdwp2LOq3VF42a4j7eqXKtnH9aqWWuJf47YQYi2gvWGh9doR4nH9PRxO0YBNlohRWcuedwfwPtDCOrgQoDrzFBdnP00Ecw9uT8c1FfaSgwfYH5xbh_SzEsys1YxDOffpjrBCg7Crz2t1OAxL0iVM\" target=\"_blank\" rel=\"noopener\">IBM<\/a>, 62% of shoppers were willing to change their purchases to help reduce the environmental impact of their purchases. Karl Haller, global leader at the consumer centre of competency at IBM Consulting, attributes this to shoppers wanting to more closely align their shopping behaviors with their values. Thus, the onus is on retailers to help customers understand how their products support sustainability.\u00a0<\/p>\r\n<p>As the report says, \u201cThose who continue to listen to their customers and give them the experience they want will have the best chance of success in this increasingly challenging environment.\u201d Meeting customer expectations will help drive brand growth.<\/p>\r\n<h3>Retail Growth Drivers<\/h3>\r\n<p>As mentioned earlier, in addition to meeting customer expectations, the RetailX Europe Growth 3000 Report touches on four drivers of growth: traffic, mobile shopping, delivery, and easy payments. Each of these drivers are proving to be determining factors in the success of retail brands. Let\u2019s dive into why.<\/p>\r\n<h4>Website Traffic<\/h4>\r\n<p>It\u2019s no surprise that getting more visitors to your website will increase the likelihood of purchases. But, to further that growth, brands need to consider the entire customer experience on their website. One aspect of this experience is product search.<\/p>\r\n<p>A part of the product search for the customer is determining whether or not the product they found is right for them. To do so, often customers look to their friends and family for a second opinion. More brands\u201441% in 2022 compared to 36% in 2021\u2014are offering ways for customers to share products via social media. This not only opens the door for customers to get a second opinion, but it also spreads product awareness for the retail brands.\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Stand-out retailers make their websites easy to navigate and products easy to find.<\/p>\r\n<h4>Mobile Shopping<\/h4>\r\n<p>More consumers than ever before are shopping from their mobile devices. But, mobile is being added to existing customer journeys to create convenient multi-channel shopping experiences. This is true in the cases of product pickup and SMS marketing.\u00a0<\/p>\r\n<p>Because mobile is being added to journeys to improve convenience, one aspect the RetailX Europe Growth 3000 Report looked at is collection\u2014picking up mobile orders in-store. The pickup time for the retailers surveyed, compared to last year, is 3.97 hours faster.\u00a0<\/p>\r\n<p>Another aspect of mobile shopping that\u2019s impacting growth is SMS marketing. By including SMS in the marketing channel mix, brands open a two-way communication with customers through which they can collect zero-party customer data. According to Iterable\u2019s General Manager, EMEA, Mike McGuire, \u201cSince there is a two-way conversation between your brand and each customer, you have the ability to really understand the end user.\u201d\u00a0\u00a0<\/p>\r\n<p>The takeaway: Mobile shopping is all about reducing friction. Retailers that stand out in mobile ensure their customers can use smartphones to shop in a more convenient way.<\/p>\r\n<h4>Delivery<\/h4>\r\n<p>Delivery options are becoming a more important part of the overall retail experience. According to Ines van Gennip, head of Amazon Shipping EU, \u201cCustomers are choosing where to buy from, not just based on the price and availability of the product, but also increasingly, by the range of delivery options, values of the brand, and eco footprint.\u201d\u00a0<\/p>\r\n<p>The challenge with delivery is striking a balance between what customers need and what businesses can provide. \u201c[Since the pandemic] promises have been scaled back and Growth 3000 retailers are now less likely to offer next-day or same-day delivery, and more likely to ask shoppers to spend more to qualify for free delivery.\u201d\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Convenient delivery and the ability to return products with ease can help these brands acquire and keep customers.<\/p>\r\n<h4>Easy Payments<\/h4>\r\n<p>This driver of growth is all about the checkout process. What steps do customers need to take in order to buy a product?\u00a0<\/p>\r\n<p>For example, are new customers required to create an account before they can checkout? According to the report, in 2021 only 27% of brands required shoppers to create an account before completing their purchase. In 2022, however, 59% of surveyed brands require account creation. Likely, this is tied to brands\u2019 desire to create customer relationships.\u00a0<\/p>\r\n<p>Another growth factor when it comes to payments is whether or not brands offer choices for payment. Between Amazon Pay, Paypal, Facebook pay, and more, customers have a variety of ways to pay, and some ways they may prefer.\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Offering payment choice and understanding customer preferences is crucial for driving growth.<\/p>\r\n<h3>The Changing Landscape of Retail<\/h3>\r\n<p>Multiple factors contribute to the evolution of retail and how consumers prefer to shop. It\u2019s not always easy to predict what changes will occur but there are ways to embrace the changes to help your retail brand grow. Mainly, it\u2019s about understanding each customer's preferences.\u00a0<\/p>\r\n<p>Whether they shop online or in-store, use mobile ordering, need same-day delivery, or prefer Paypal, your brand should be able to create an experience that aligns with each individual preference.\u00a0<\/p>\r\n<p><em>To learn more about emerging retail trends in Europe, download the full <a href=\"https:\/\/internetretailing.net\/research\/rxgeu\/\" target=\"_blank\" rel=\"noopener\">RetailX Europe Growth 3000 Report<\/a>.\u00a0<\/em><\/p>","post_title":"Takeaways From the 2022 RetailX Europe Growth 3000 Report","post_excerpt":"The RetailX Europe Growth 3000 Report focuses on four key drivers of retail growth: traffic, mobile shopping, delivery, and easy payments.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"takeaways-from-the-2022-retailx-europe-growth-3000-report","to_ping":"","pinged":"","post_modified":"2022-07-20 12:02:31","post_modified_gmt":"2022-07-20 19:02:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102212","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/07\/768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Europe Growth 3000 Report\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/takeaways-from-the-2022-retailx-europe-growth-3000-report\/"},{"ID":102184,"post_author":"79","post_date":"2022-07-14 11:09:10","post_date_gmt":"2022-07-14 18:09:10","post_content":"<p>Let\u2019s talk texting. We all know it, we all do it. Whether you\u2019re on a million \u201cgroup texts'' or just checking in on your mom, everyone texts. Short Message Service (SMS) is the protocol behind texting and provides an easy, fast, informal way to connect with people, regardless of location. With all of these benefits, it\u2019s no shock that brands are hopping on the SMS bandwagon and using it as a marketing channel. But how?<\/p>\r\n<p>Texts are both urgent and personal\u2014they\u2019re a one-on-one conversation. Brands entering the SMS marketing realm need to tread lightly to not only begin texting a customer, but to stay in their good graces. In part one of this crash course in SMS marketing, we\u2019ll review specifically opt-in and opt-out requirements and why they\u2019re so important for your overall SMS marketing strategy.<\/p>\r\n<h3>Opting in<\/h3>\r\n<p>We\u2019ve got to start our SMS marketing journey somewhere, and there\u2019s no better place to start than at the beginning: opting in. Unlike with other forms of marketing that often inundate users with unsolicited messages, for brands to reach customers via SMS, the customer has to opt-in. They need to explicitly say they are open to receiving SMS messages from your brand for your brand to be able to use this as a marketing channel.<\/p>\r\n<p>It\u2019s not just a light suggestion either. It\u2019s the law. \u201cThe <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">TCPA (Telephone Consumer Protection Act)<\/a> explicitly states that you must get consent\u2014in writing\u2014before sending commercial text messages to any customer. The TCPA helps <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">protect consumers<\/a> from robotexts and spam.\u201d<\/p>\r\n<p>Legal requirements often create notions of legalese, fine print, and jargon. But, just because your brand has to abide by the legal requirements of SMS marketing, doesn\u2019t mean your customer experience needs to be bland.<\/p>\r\n<h4>Opt-Ins Open Doors<\/h4>\r\n<p>To get customers to opt-in to their SMS marketing messages, brands have begun to adapt tactics that make it as easy as possible. Pet care brand <a href=\"https:\/\/wildone.com\/\" target=\"_blank\" rel=\"noopener\">Wild One<\/a>, for example, asks if the customer is interested in opting into SMS messages as they should. The user then agrees by clicking the link which opens the messaging app. Within the messaging app the text field is then pre-populated with opt-in language. All the customer has to do to opt-in to their SMS messages is press send.<\/p>\r\n\r\n[caption id=\"attachment_102185\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-102185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/File-49.jpg\" alt=\"Wild One Opt-Ins\" width=\"1125\" height=\"1572\" \/> <em>Wild One pre-populates their opt-in SMS messages to make it as easy as possible for the customer to subscribe.<\/em>[\/caption]\r\n\r\n<p>To encourage opt-in, brands have\u2014in a back-to-basics kind of way\u2014started offering rewards in exchange for opting in. For example, some brands offer coupons for signing up to receive emails, then tack on an additional coupon once they sign up for SMS. Other brands may promote SMS opt-ins in store by granting membership to a rewards program once the customer has texted a number to opt in.<\/p>\r\n<p>While opting in opens doors to a new communication channel, you have to be incredibly strategic in how you use SMS messaging going forward. Texts are often used for urgent, time-sensitive messages, so the type of marketing message you send needs to match the channel you choose. The customer also needs to see value in staying connected via this channel because without that value, you could see inflated opt-in rates and, shortly after, high opt-out rates.<\/p>\r\n<h3>Opting out<\/h3>\r\n<p>Just as important as requiring customers to opt in to receive your SMS marketing messaging, is giving them a way to <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">opt out<\/a>. Brands need to give customers an easy way to stop receiving marketing SMS messages. Similar to the CAN-SPAM Act, which requires brands to give customers a clear path to unsubscribe from marketing emails, the TCPA requires you to send opt-out instructions upon sign-up and every month following sign-up. All customers should be able to opt out instantly by simply replying to the message.<\/p>\r\n<p>U.S. businesses must follow even <a href=\"https:\/\/api.ctia.org\/wp-content\/uploads\/2019\/07\/190719-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf\" target=\"_blank\" rel=\"noopener\">more specific regulations<\/a> when running SMS marketing campaigns, as laid out by the Cellular Telecommunications and Internet Association (CTIA). Under their regulations, customers must be able to opt out of any messaging campaign by using any of the following keywords: STOP, END, CANCEL, UNSUBSCRIBE, and QUIT.<\/p>\r\n<h4>Opt-Outs Build Trust<\/h4>\r\n<p>As a brand looking to communicate with customers, offering opt-out options can seem counter-intuitive in the effort towards building stronger relationships. However, providing an opt-out builds trust with such a personal marketing channel by giving the customer control. But, because of said control, you need to be sure that your brand\u2019s messaging is engaging customers, especially if the customer was enticed by a discount to opt in.<\/p>\r\n<p>Being wise about how your brand uses SMS as a marketing channel can also help protect your brand\u2019s reputation, equity, and ability to use additional marketing channels. For example, say a customer opts in because you\u2019ve offered them a 10% off coupon on their first purchase if they opt-in to receive texts. You then send a text message to them twice a day for the next week\u2014with no response from the customer. Without offering an easy way to opt-out, your new customer may start to get frustrated with your brand. Eventually, they may avoid your brand altogether\u2014unsubscribing from all marketing channels. But, if you provide an easy opt-out, it reduces friction for the customer and increases the likelihood they\u2019ll stay connected via other marketing channels.<\/p>\r\n<p>When using SMS marketing, there\u2019s potential to learn a lot about customer preferences from the way they interact with your messages. But, like all marketing channels, SMS needs to be used in a way the customer prefers\u2014if they prefer SMS at all.<\/p>\r\n<h3>Just the Beginning of SMS Marketing<\/h3>\r\n<p>Customers today expect marketing individualization. Whether or not you meet customer expectations can be the determining factor between a positive or negative brand experience. And, when it comes to SMS marketing, providing ways for customers to opt in and out is not only the law, it\u2019s the base level of a unique customer experience. Be sure your brand sets clear expectations with the customer about how and why your brand is using SMS. Every customer is different and being able to not only understand those differences, but respect them, is crucial for building long-lasting relationships and, ultimately, increasing lifetime value.<\/p>\r\n<p>But remember, this is just the tip of the SMS iceberg. In the rest of our SMS Marketing 101 series, we\u2019ll be covering a variety of strategies and techniques you can apply to your marketing messages.<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"SMS Marketing Part I: Opting In and Out","post_excerpt":"In part one of this crash course, we\u2019ll review opt-in and opt-outs and why they\u2019re important for your overall SMS marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-i-opting-in-and-out","to_ping":"","pinged":"","post_modified":"2022-07-20 12:09:04","post_modified_gmt":"2022-07-20 19:09:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102184","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 14, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/07\/071222_SMS-Marketing-101_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Marketing Part 1\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/"},{"ID":102064,"post_author":"79","post_date":"2022-07-11 08:55:08","post_date_gmt":"2022-07-11 15:55:08","post_content":"<p>We\u2019ve hosted Activate Virtual on your computer screen in April, Activate Summit Europe in London in May, and now\u2014drumroll please\u2014we're gearing up to host our final Activate event of 2022: <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> at the San Francisco Marriott Marquis in September.<\/p>\r\n<p>We\u2019re getting the warm fuzzies just thinking about it because Activate Summit North America is our firstborn, our flagship, our pride and joy\u2014you get it. Basically, Activate Summit North America is where we started our Activate journey and it\u2019s incredible to see how far it\u2019s come.<\/p>\r\n<h3>The Perks of Activate Summit North America<\/h3>\r\n<p>This year, we\u2019re stuffing the agenda with three tracks that will deliver thought leadership on strategy, tactical tips for execution, and workshops for professional development. But, before we give away all of the juicy details in the intro, let\u2019s get into the five reasons why you should attend Activate Summit North America.<\/p>\r\n<h4>1. The Location<\/h4>\r\n<p>Location, location, location. The Bay Area is not only a spectacular place to visit year-round, it\u2019s the birthplace of Iterable. Surrounded by burgeoning tech companies and innovative thinkers, San Francisco is the perfect place for Activate Summit North America.<\/p>\r\n<p>Plus, the Marriott Marquis, the venue for the event, is located in the heart of downtown. Be amongst the hustle and bustle of scenic San Fran as you dive into the latest marketing trends and tips at Activate Summit North America.<\/p>\r\n<h4>2. The Tracks<\/h4>\r\n<p>Like we mentioned, this year we\u2019ll have three session tracks: Gaining Marketing Momentum, Tapping into the Tactical, and Digging into Development. Based on our concept of Dreamers, Builders, and Makers, each track is individualized to appeal to the various curiosities of marketing experts.<\/p>\r\n<ul>\r\n\t<li><strong>Gaining Marketing Momentum:<\/strong> This track will resonate if you relate to the Dreamer. Think: big picture. You\u2019ll hear about current and future marketing trends from thought leaders in the space. This track will give you ideas to take back to your marketing teams and use as jumping off points for your own strategies.<\/li>\r\n\t<li><strong>Tapping into the Tactical<\/strong>: If you are curious how certain marketing strategies are executed, which tools are used, and why they\u2019re important for success, this track is for you. If you\u2019re interested in bringing out your inner Builder, join these sessions to explore the nitty gritty of making marketing moments that have lasting impact and improve the overall customer experience.<\/li>\r\n\t<li><strong>Digging into Development<\/strong>: Listening and absorbing information may work for some, but if you\u2019re looking to be more in touch with your Maker side, a hands-on experience may be more up your alley. Our professional development track is loaded with interactive activities and networking opportunities to make you the best marketer\/professional\/expert\/YOU you can be.<\/li>\r\n<\/ul>\r\n<h4>3. The Speakers<\/h4>\r\n<p>Not only are the tracks planned thematically, but each track is filled to the hilt with expert speakers (over 20 in total!) from a variety of businesses and industries. With marketing veterans from an array of brands sharing their personal experiences, you\u2019ll walk away with actionable next steps. To name a few, our extensive list of speakers includes:<\/p>\r\n<ul>\r\n\t<li><strong>Adri Gil Miner,<\/strong> <strong>Iterable\u2019s CMO<\/strong>, will deliver a keynote highlighting how you can bring joy to your team and your customer base, simultaneously<\/li>\r\n\t<li><strong>Bela Stepanova<\/strong>, <strong>Iterable\u2019s Senior VP of Product Management<\/strong>, will present the vision for where customer activation is headed and how Iterable\u2019s new product capabilities and enhancements enable that vision<\/li>\r\n\t<li><strong>Rachel Kamel<\/strong>, <strong>Director of Growth at <a href=\"https:\/\/us.ncsoft.com\/\" target=\"_blank\" rel=\"noopener\">NCSoft<\/a>,<\/strong> will talk about how NCSoft leveled up player experiences with personalized customer journeys<\/li>\r\n\t<li><strong>Alex Orton<\/strong>,<strong><a href=\"https:\/\/www.meettally.com\/\" target=\"_blank\" rel=\"noopener\"> Tally\u2019s<\/a> Senior Lifecycle Marketing Manager<\/strong>, will review how to create an A\/B testing framework to clarify, guide, and power up your experiments.<\/li>\r\n\t<li><strong>Neil Wainwright<\/strong>, <strong><a href=\"https:\/\/uphabit.com\/\" target=\"_blank\" rel=\"noopener\">UpHabit\u2019s<\/a> Founder &amp; CEO<\/strong>, will uncover how to build flexible, effective notification preferences that resonate with your audiences.<\/li>\r\n<\/ul>\r\n<h4>4. The Camaraderie<\/h4>\r\n<p>Another reason to attend Activate Summit North America is the fact that it\u2019s in-person. You can connect with your marketing counterparts IRL. Sitting on Zoom calls all day can be draining, so being able to sit in the room\u2014with the speakers and like-minded marketing professionals\u2014not only keeps you engaged and in-the-moment, it gives you the opportunity to network and connect with peers who may be facing similar challenges and hurdles in their marketing strategies. We\u2019ve set up a variety of workshops and networking opportunities to give you the time and space to mingle, chat with new and old friends, and learn from one another in a fun, relaxed setting!<\/p>\r\n<h4>5. The Takeaways<\/h4>\r\n<p>The takeaways from Activate Summit North America will be highly valuable. Each session is designed to provide actionable insights that you can bring back to your teams and share to accelerate marketing efforts. Plus, you\u2019ll be able to ask the speakers questions at the end of each session to ensure that what you\u2019re learning aligns with your business needs. Our favorite part of Activate is hearing from attendees how excited they are to take what they learned from a session and adapt it to their strategies. We can\u2019t wait to hear your favorite takeaway from this year\u2019s selection of sessions!<\/p>\r\n<p id=\"video\"><\/p>\r\n<p>[video width=\"1920\" height=\"1080\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/ACTIVATE-PROMO_Housefy-Judy-Kaufman_NewAnimation.mp4\"][\/video]<\/p>\r\n<p>&nbsp;<\/p>\r\n<h3>Not Registered Yet? There\u2019s Still Time!<\/h3>\r\n<p>If all of this sounds like it\u2019s up your alley, be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>. We\u2019ll have oodles of content, fantastic speakers, in-depth workshops, and even a happy hour where you can cool off with a drink and take part in lively conversations. This is the last event in our Activate series for 2022, so be sure you don\u2019t miss it! See you there.<\/p>\r\n<p><em>Join us for our last Activate event of the year! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit North America<\/a>.<\/em><\/p>","post_title":"5 Reasons to Attend Activate Summit North America","post_excerpt":"We\u2019re getting the warm fuzzies thinking about Activate Summit North America. It's our firstborn, our flagship, our pride and joy\u2014you get it. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-to-attend-activate-summit-north-america","to_ping":"","pinged":"","post_modified":"2022-07-13 07:19:11","post_modified_gmt":"2022-07-13 14:19:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102064","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/07\/071122_Activate-NA-5-Things_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit North America\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-north-america\/"},{"ID":102041,"post_author":"79","post_date":"2022-07-08 09:48:22","post_date_gmt":"2022-07-08 16:48:22","post_content":"<p>Today, two key aspects of marketing are privacy and preference. With Google <a href=\"https:\/\/www.thetradedesk.com\/us\/news\/what-the-tech-is-cookie-deprecation\" target=\"_blank\" rel=\"noopener\">eliminating the use of third-party cookies<\/a> and regulations like the <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">CAN-SPAM Act<\/a> requiring brands to allow customers to opt-out of marketing emails, privacy in marketing has become a priority. Preference goes somewhat hand-in-hand with privacy. With a slew of marketing channels at their disposal, marketers can give customers the ability to decide how, when, and where they want to receive marketing communications. It\u2019s not only good practice; it\u2019s expected.<\/p>\r\n<p>To combine preference and privacy, <a href=\"https:\/\/techcrunch.com\/2022\/03\/17\/google-launches-android-13-developer-preview-2-psuh-notifications-opt-in\/\" target=\"_blank\" rel=\"noopener\">Android 13 introduced new permissions for receiving push notifications<\/a>. Like iOS, Android 13 devices will show the OS prompt which allows users to opt-in (or out) of receiving push notifications.<\/p>\r\n<p>In this article, we\u2019ll be discussing how you can not only ensure your Android 13 users receive the best experience, but also how you can maximize your push opt-in rate, while learning more about your customers\u2019 preferences. Before we dive in, however, there are some app user scenarios to think about.<\/p>\r\n<p><strong>The TL\/DR<\/strong><\/p>\r\n<p>Iterable Android App customers should:<\/p>\r\n<ul>\r\n\t<li>Update your build for Android 13 as soon as possible<\/li>\r\n\t<li>Leverage Iterable to test where and when to request push permissions while tracking what content interests your app users<\/li>\r\n<\/ul>\r\n<h3>Different Scenarios to Consider<\/h3>\r\n<p>Creating a harmonized and individualized experience for your app users is the end goal, so customers using your app shouldn\u2019t notice any bumps in the road during an update like this. But, there are two circumstances a customer of yours may find themselves in when using your app that may impact their overall experience.<\/p>\r\n<h4>Android 12 Users<\/h4>\r\n<p>Let\u2019s say your customer sees your brand\u2019s app in the store and decides to download it but they are still using Android 12 as their OS. They install the app and then they update their phone to Android 13. What happens now?<\/p>\r\n<p>Push notification permissions are pre-granted (unless intentionally disabled by the user when they had Android 12), meaning they\u2019ll receive your brand\u2019s notifications without having to opt-in. This is also the case if the user switches from one Android phone with OS 12 to another Android phone with OS 13 and the app is restored using the \u201cbackup and restore\u201d feature.<\/p>\r\n<h4>Android 13 Users<\/h4>\r\n<p>If your customer has an Android 13 phone, the variable is which OS your app targets. Apps are built to target certain operating systems. \u201cEach app has a targetSdkVersion in the manifest file (also known as the target API level) which informs <a href=\"https:\/\/developer.android.com\/about\/versions\/13\/changes\/notification-permission\" target=\"_blank\" rel=\"noopener\">how your app is run on different Android versions<\/a>.\u201d For example, what if your app targets Android 12? In this case, the push notification opt-in is prompted by the system during the app startup.<\/p>\r\n<p>What if your app targets Android 13? In this case, your app can request push permissions at the time of your choosing, and has control to check, educate the user, and ask the user for permission to send push notifications\u2014with the right context.<\/p>\r\n<p>Essentially, you\u2019ll want to upgrade your Android app to support the different contexts present on Android 12 and 13.<\/p>\r\n<h3>A Closer Look at Android 13<\/h3>\r\n<p>To understand this update a bit more, we'll be focusing on the second scenario: users with Android 13 phones. These are the users with Android 13 who have not used your app before.<\/p>\r\n<p>In the diagram below you\u2019ll see a high-level flowchart depicting how permissions can be requested and granted. Within this flowchart is the opportunity to better understand the customer in the hopes of creating a more individualized experience.<\/p>\r\n\r\n[caption id=\"attachment_102048\" align=\"alignnone\" width=\"1718\"]<img class=\"size-full wp-image-102048\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-07-at-2.20.27-PM.png\" alt=\"Push workflow\" width=\"1718\" height=\"882\" \/> <em>Diagram depicts requesting push notification permission from the brand side. Source: <a href=\"https:\/\/developer.android.com\/training\/permissions\/requesting\" target=\"_blank\" rel=\"noopener\">Android<\/a>.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s zoom in on steps 5a and 5b. Within Iterable, you can check at any point of a user\u2019s life cycle whether they've opted into push permissions. If they haven\u2019t, your brand has an awesome opportunity to gain some insight into the customer\u2019s preferences.<\/p>\r\n<p>For example, you could test what content may increase their opt in. Do they want coupons? Do they want new product info? You could also narrow down when\u2014in their customer lifecycle\u2014the best time is to ask them for push permission. This way, you can increase the chances they\u2019ll opt-in.<\/p>\r\n<p><a href=\"https:\/\/www.fetchrewards.com\/\" target=\"_blank\" rel=\"noopener\">Fetch Rewards<\/a>, a brand that rewards points based on scanning shopping receipts, used this exact same tactic to increase their opt-in rate. After surveying customers, they noticed the majority of customers hadn\u2019t used their app simply because they forgot to scan their receipts. To help customers remember, they wanted to send a reminder via push notification. They asked customers, \u201cwould you be willing to opt in to receive location-based reminders to help you remember to scan?\u201d and the majority said \u201cyes.\u201d<\/p>\r\n<p>By using the push notification opt-in as an opportunity to better understand customers, the Fetch Rewards team were able to <a href=\"https:\/\/iterable.com\/webinars\/how-to-use-mobile-geolocation-data-to-drive-growth\/\" target=\"_blank\" rel=\"noopener\">increase their conversions<\/a> by 20%.<\/p>\r\n<h3>It\u2019s not a Barrier, it\u2019s a Better Experience<\/h3>\r\n<p>It may initially seem daunting to have to ask Android 13 users for permission to send push notifications, but in the long run, your brand will be providing a better overall experience to Android 13 users. Sending push notifications without explicit permission from the customer is similar to the batch-and-blast marketing techniques of yesteryear\u2014it\u2019s impersonal and can be annoying for the customer. By getting customers to opt-in, you know they\u2019re engaging with your brand and you can learn more information about the marketing content they want to receive.<\/p>\r\n<p><em>To learn more about how your brand can send meaningful push notifications, <i><span style=\"font-weight: 400;\">check out our <\/span><\/i><a href=\"https:\/\/support.iterable.com\/hc\/articles\/360057572291#android-13\"><i><span style=\"font-weight: 400;\">support documentation on the Android 13 update<\/span><\/i><\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"How to Push Forward With Android 13","post_excerpt":"Like iOS, Android 13 devices will show the OS prompt which allows users to opt-in (or out) of receiving push notifications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-push-forward-with-android-13","to_ping":"","pinged":"","post_modified":"2022-07-20 12:03:03","post_modified_gmt":"2022-07-20 19:03:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102041","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Android 13 Push Notifications\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-push-forward-with-android-13\/"},{"ID":101962,"post_author":"79","post_date":"2022-06-30 13:19:11","post_date_gmt":"2022-06-30 20:19:11","post_content":"<p>This Tuesday marked 53 years since the riots at <a href=\"https:\/\/www.history.com\/this-day-in-history\/the-stonewall-riot\" target=\"_blank\" rel=\"noopener\">The Stonewall Inn<\/a> (June 28, 1969), which paved the way for today\u2019s LGBTQ rights movement. But, as in so many instances of revolution or resistance\u2014especially when a balance of power is involved\u2014it was not a casualty-free catalyst.<\/p>\r\n<p>Despite countless injuries and wrongful arrests made during the riots and protests, the gay community persevered. Over the last five decades, the protest has evolved and expanded, growing into the global movement we know today.<\/p>\r\n<h3>Where We\u2019ve Been and Where We\u2019re Going<\/h3>\r\n<p>After the Stonewall Riots in 1969, it took nearly 35 years for the first U.S. state to recognize and legalize gay marriage (2004 in Massachusetts), nearly 46 years for the Supreme Court to legalize gay marriage (2014), and almost 50 years for the New York police department to apologize for the historically discriminatory laws that targeted gay people (2019). Progress takes time. But half a century is too long to wait for change. This is where business leaders can make a difference.<\/p>\r\n<p>While businesses (public and private) have stakeholders to answer to, they have companies, not countries to look after. They have the bandwidth to be agile that governing entities do not.<\/p>\r\n<p>When you look back at the last 50 years of change from the federal lens, the needle of change has moved quite slowly for the LGBTQ community. But if you change your perspective to 50 years of change from the business lens, the portrait of progress looks a little more colorful:<\/p>\r\n<ul>\r\n\t<li>A <a href=\"https:\/\/www.msnbc.com\/know-your-value\/5-ways-lgbtq-community-has-progressed-2019-workplace-n1018271https:\/\/www.msnbc.com\/know-your-value\/5-ways-lgbtq-community-has-progressed-2019-workplace-n1018271\" target=\"_blank\" rel=\"noopener\">large majority<\/a> of businesses have implemented anti-discriminatory policies toward LGBTQ workers (\u200b\u200b93 percent of Fortune 500 companies include sexual orientation in their anti-discrimination policy, and 85% have protections in place for gender identity)<\/li>\r\n\t<li><a href=\"https:\/\/www.ibm.com\/thought-leadership\/institute-business-value\/report\/lgbt-inclusion\" target=\"_blank\" rel=\"noopener\">Businesses<\/a> are working to build better environments for LGBTQ employees, implementing specialized career development programs<\/li>\r\n\t<li>Companies are <a href=\"https:\/\/www.ibm.com\/downloads\/cas\/GZEXY0VD\" target=\"_blank\" rel=\"noopener\">tracking<\/a> progress made for LGBTQ employees in their annual social responsibility reporting cycles<\/li>\r\n\t<li><a href=\"https:\/\/ripplematch.com\/insights\/companies-with-impactful-initiatives-to-support-their-lgbtq-employees-ce4be06a\/\" target=\"_blank\" rel=\"noopener\">Employee Resource Groups<\/a> are taking center stage across industries, with companies like Apple, American Airlines, Coca-Cola, and Bain and Company renowned for their vibrant and inclusive workplace communities<\/li>\r\n\t<li>Sometimes the best way for organizations to push for impact is to \u2026 invest! <a href=\"https:\/\/www.converse.com\/c\/pride\" target=\"_blank\" rel=\"noopener\">Converse<\/a>, <a href=\"https:\/\/blogs.microsoft.com\/blog\/2020\/06\/16\/microsoft-honors-pride-through-open-dialogue-donations-to-lgbtqi-nonprofits-actions-for-equity-and-visibility\/\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a>, <a href=\"https:\/\/www.chevron.com\/newsroom\/2022\/q2\/lgbtq-plus-equality-in-our-workplace-earns-honors\" target=\"_blank\" rel=\"noopener\">Chevron<\/a>, and more actively donate to local LGBTQ communities. Money donated quickly turns to momentum for change!<\/li>\r\n<\/ul>\r\n<p>But, before we celebrate our successes, it\u2019s important to pause and remember that the road to progress is not linear, especially on the global stage, where steps forward are unevenly distributed around the world. Globally, anti-LGBTQ+ discrimination persists:<\/p>\r\n<ul>\r\n\t<li>Around 70 countries continue to criminalize homosexual activity (in 12 countries adults who engage in consensual same-sex acts can still face the death penalty)<\/li>\r\n\t<li>A mere 29 countries legally recognize marriage equality today, including Switzerland most recently with its December 2020 passage of marriage equality legislation<\/li>\r\n\t<li>Only 11 countries mention sexual orientation in constitutional nondiscrimination clauses<\/li>\r\n<\/ul>\r\n<p>Against this harsh global LGBTQ landscape, the US has become a leading advocate for LGBTQ+ rights. But the US government\u2019s credibility on this journey has been called into question, especially over the last few years and even more recently, with the overturn of the landmark <a href=\"https:\/\/iterable.com\/blog\/supporting-reproductive-rights-for-all\/\" target=\"_blank\" rel=\"noopener\">Roe vs. Wade<\/a> decision, anti-LGBTQ bills in several states, and an increase in LGBTQ-related hate crimes.<\/p>\r\n<p>But, when progress seems to have halted or, in some cases, reversed, what do we do? We (businesses) step up to the plate and push for progress.<\/p>\r\n<h3>The Path Forward for Business<\/h3>\r\n<p>In 2022, people are reassessing what they expect from the business they work for. Good thing, too. Because people want to work for companies that care, companies are starting to care. They\u2019re beginning to invest in the community, the environment, and the world. They\u2019re also beginning to recognize and work to protect their most valuable resource: their people.<\/p>\r\n<p>Businesses are looking for more ways to put people first. No, we\u2019re not talking about being competitive with compensation and offering flexible vacation time (although these characteristics certainly help). It takes more to stand out. The businesses that win are those that will stand with their employees.<\/p>\r\n<p>Businesses can stand behind their LGBTQ employees by creating a workplace that is built to support the community. At Iterable, we have several programs and policies that create a shared sense of belonging at work and empower our LGBTQ employees to be their true selves:<\/p>\r\n<ul>\r\n\t<li><strong>Respect Policy<\/strong>: Our Respect Policy reflects our commitment to providing a work environment free of discrimination and disrespectful behavior. Our comprehensive policy is inclusive of sex\/gender (including pregnancy, childbirth, breastfeeding or related medical conditions), sex stereotype, gender identity\/gender expression\/transgender (including whether or not you are transitioning or have transitioned), and sexual orientation among other identities and characteristics\/demographics.<\/li>\r\n\t<li><strong>Pride Affinity Group<\/strong>: Our Pride Affinity Group cultivates a safe space for LGBTQ employees and allies to host programs, engage in community support, share resources, and celebrate cultural events.<\/li>\r\n\t<li><strong>\u201cHour of Understanding\u201d Sessions<\/strong>: These sessions are hosted by our Diversity, Equity, and Inclusion team to facilitate learning and encourage empathy. Topics include LGBTQ-relevant information like pronoun usage in the workplace and tools for self-identification.<\/li>\r\n\t<li><strong>LGBTQ Organizations Partnership<\/strong>: Iterable partners with Out inTech for ERG development resources, pipeline development, and advocacy opportunities.<\/li>\r\n\t<li><strong>Self-Identification Campaign<\/strong>: We encourage every Iterator to identify with the name, pronouns, and identities that align with their authentic self.<\/li>\r\n<\/ul>\r\n<p>When should you start developing programming and policies that protect your people? Yesterday! But there's truly no time like the present\u2014during Pride month, in the aftermath of the Roe v. Wade decision, and at the onset of a recession\u2014to kick-start or continue your business\u2019 journey of support.<\/p>\r\n<p><em>Join a team that cares, and a company that fosters a sense of belonging at work. Explore <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open roles at Iterable<\/a> today!<\/em><\/p>","post_title":"Pushing for Progress: PRIDE 2022","post_excerpt":"This Tuesday marked 53 years since the riots at The Stonewall Inn (June 28, 1969), which paved the way for today\u2019s LGBTQ rights movement.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"pushing-for-progress-pride-2022","to_ping":"","pinged":"","post_modified":"2022-06-30 13:19:11","post_modified_gmt":"2022-06-30 20:19:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101962","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/Pride-Month-2022_Blog_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"LGBTQ Pride 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/pushing-for-progress-pride-2022\/"},{"ID":101943,"post_author":"79","post_date":"2022-06-29 09:42:18","post_date_gmt":"2022-06-29 16:42:18","post_content":"<p>Just what we all needed\u2014another acronym. We\u2019re all familiar with acronyms like B2B and B2C, which describe to whom businesses are marketing and selling. B2B is business-to-business and B2C is business-to-consumer. But there\u2019s also a third relationship: B2G, or, business-to-government.<\/p>\r\n<p>A B2G relationship is when a business sells and markets to a government agency. Like <a href=\"https:\/\/www.investopedia.com\/terms\/b\/business-to-government.asp#:~:text=Business%20to%20government%20(B2G)%20is,an%20insignificant%20chunk%20of%20business.\" target=\"_blank\" rel=\"noopener\">Investopedia<\/a> explains, a small town government may need IT services\u2014this qualifies as B2G. They also mention larger B2G examples, like Boeing creating aircrafts for the Department of Defense (or DoD to toss another acronym in the mix for good measure).<\/p>\r\n<p>B2G brands are interesting because in some ways, larger government agencies can act like a business, so these B2G relationships mimic B2\u2014like our DoD example. In other ways, however, smaller government agencies are like consumers, so this looks more like a B2C relationship. Think: a government agency hiring a landscaper for their office building. Let\u2019s take a closer look at how B2G marketing fits into the overall landscape.<\/p>\r\n<h3>B2G vs. B2B<\/h3>\r\n<p>One of the biggest differences between B2G and B2B relationships is cash. Plain and simple, the government has a lot of money at their disposal. <a href=\"https:\/\/www.verizon.com\/business\/small-business-essentials\/resources\/if-you-and-your-company-have-been-in-business-for\/\" target=\"_blank\" rel=\"noopener\">Verizon<\/a> points out the often staggering government budgets. \u201cBroadly, contracts can range anywhere from $500 million to more than $44 billion.\u201d If you\u2019re on the sales team of a B2B brand and sign a $500 million dollar deal\u2026you\u2019re getting more than a shoutout at the weekly all-hands.<\/p>\r\n<p>Speaking of contracts, another big difference between B2B and B2G, as Verizon mentions, is contract renewal. Because there are a lot of regulations and legal requirements for brands working with government agencies, there isn\u2019t a high churn rate. Government agencies like to renew with brands that are already familiar with all of the legalese, pending their services are still valuable.<\/p>\r\n<p>Lastly, when comparing B2G and B2B, you should consider the length of the buying cycle. With a big contract comes a lengthy consideration stage. <a href=\"https:\/\/catmediatheagency.com\/b2c-b2b-b2g-and-the-difference\/\" target=\"_blank\" rel=\"noopener\">CATMEDIA<\/a> points out that the buying cycle in a B2G relationship can last years while the B2B buying cycle usually lasts months. Even shorter, however, is the B2C buying cycle, which can be weeks or even just days. But that's not the only difference between B2G and B2C.<\/p>\r\n<h3>B2G vs. B2C<\/h3>\r\n<p>As a business, your audiences in B2G and B2C relationships are vastly different. If you\u2019re a brand selling to a government, you\u2019re impacting not only the multiple people involved directly in the agency, but also the people who may be impacted by the government agency down the line. With a B2C relationship, you\u2019re just selling to a single consumer. Different audiences may mean different marketing approaches. (Don\u2019t worry, we\u2019ll get to that in a second.)<\/p>\r\n<p>We mentioned budget earlier, but we have to revisit it when comparing B2C and B2G. While B2B businesses may deal with customer contracts upwards of $100,000, and B2G businesses have contracts in the millions of dollars, B2C brands can deal with much smaller price points. Therefore, B2C brands are often looking to sell many items to a vast audience while B2G brands are looking to make fewer, but much larger deals.<\/p>\r\n<p>Because of the differences in audiences, buying cycle lengths, and deal sizes, the way you market as a B2G brand will look very different compared to a B2B or B2C brand.<\/p>\r\n<h3>B2G Marketing<\/h3>\r\n<p>This wouldn\u2019t be an Iterable blog post without a marketing deep-dive. But how does a brand go about marketing to the government? For B2B or B2C, marketers can employ cross-channel strategies that take advantage of all marketing channels to seamlessly communicate harmonized messages with their target audiences. Guess what? You can do the same thing as a B2G brand.<\/p>\r\n<p>Sure, it may look a bit different than traditional cross-channel marketing as a B2B or B2C brand\u2014you\u2019re not going to send marketing SMS messages to the head of the Department of Homeland Security with a 15%-off coupon, for example\u2014but it\u2019s not totally different. Yes, like <a href=\"https:\/\/pivotpathdigital.com\/2019\/08\/15\/government-marketing-vs-business-marketing\/\" target=\"_blank\" rel=\"noopener\">Pivot Path Digital<\/a> mentions, there may be new steps in the process\u2014like checking <a href=\"https:\/\/www.gsa.gov\/buying-selling\/purchasing-programs\/gsa-multiple-award-schedule\" target=\"_blank\" rel=\"noopener\">GSA schedules<\/a> or registering your <a href=\"https:\/\/sam.gov\/content\/home?api_key=ROEXk2SBBROUbVQ4L38wSJsGEvZ3oWtLxva9h0zV\" target=\"_blank\" rel=\"noopener\">SAM profile<\/a>\u2014but that doesn\u2019t mean cross-channel marketing is irrelevant to B2G brands. At the end of the day, whether B2B, B2C, or B2G, there is a person who will make the final purchase decision.<\/p>\r\n<h4>B2G Website<\/h4>\r\n<p>For B2G marketing, because of the long consideration stage, your website is likely your most impactful tool. Stacking it with helpful content, product descriptors, and ways to contact the right people, your website can open the door to government agencies looking for your service. Be sure your SEO strategy is designed to display your site up on the SERPs. Think about keywords that the target agencies may be searching when looking for a brand like yours. Once they\u2019ve found your site, however, be sure that when they leave, you still have ways to connect with the decision-makers.<\/p>\r\n<h4>B2G Email Marketing<\/h4>\r\n<p>One marketing channel that can be helpful in staying connected with decision-makers is email. With an <a href=\"https:\/\/www.constantcontact.com\/blog\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">impressive ROI<\/a>, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> can help with continued brand awareness and education. A newsletter, for example, is a great way to educate government agencies on your brand's capabilities and products. Maybe your brand does have an app that could be helpful\u2014 an IT management app, for instance. Your newsletter could introduce the app and demonstrate the app\u2019s benefits and functionality. If this decision-maker decides to download your app, you now have new channels through which you can communicate. Just be sure the experience reduces friction and provides ample product education. Remember, with such large contracts, information is power.<\/p>\r\n<h3>Show Your Worth<\/h3>\r\n<p>For B2G marketing, the goal is to demonstrate your value. What are you bringing to the table that validates spending $500 million to $44 billion?<\/p>\r\n<p>Luckily, cross-channel marketing is built for information sharing. There may be a bit more research that your team needs to do at the beginning\u2014finding the right agencies and what they are in the market for\u2014but once you have your audience, you can implement a detailed marketing strategy that\u2019s individualized for that specific agency. Showcase your products and capabilities in a way that aligns with what they\u2019re looking for and share that information through your multiple marketing channels.<\/p>\r\n<p><em>To learn more about how Iterable can help your team accomplish their B2G marketing goals, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"What is Business to Government (B2G) Marketing?","post_excerpt":"B2B is business-to-business and B2C is business-to-consumer. But there\u2019s also a third relationship: B2G, or, business-to-government","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-business-to-government-b2g-marketing","to_ping":"","pinged":"","post_modified":"2022-06-29 09:42:18","post_modified_gmt":"2022-06-29 16:42:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101943","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/062822_B2G_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"B2G\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-business-to-government-b2g-marketing\/"},{"ID":101904,"post_author":"79","post_date":"2022-06-23 10:42:55","post_date_gmt":"2022-06-23 17:42:55","post_content":"<p>At Iterable, we deeply believe in the sentiment of <em>better together<\/em>, and our journey as a company has been enriched by the customers and partners that are foundational to our Iterable community. Earlier today, we announced that we <a href=\"https:\/\/iterable.com\/blog\/delivering-1000-customers-joy\/\" target=\"_blank\" rel=\"noopener\">surpassed 1,000 Iterable customers<\/a> around the world.<\/p>\r\n<p>With the ever-evolving landscape of the economy, technologies, data, privacy, consumer needs, and more, keeping up is no easy feat. Companies are challenged to navigate and adapt to the rapidly changing environment, make sense of data chaos, integrate and implement new technologies, and craft seamless, personalized customer journeys that build brand-consumer relationships. That, or risk having fractured customer experiences, missed opportunities, and negative impacts on revenue.<\/p>\r\n<p>Because of this, having a network of trusted experts and advisors to support our customers\u2019 endeavors is all the more important\u2014and a testament to why we\u2019re truly better together. It\u2019s also why we\u2019re excited to launch the Iterable Partner Cooperative, our partner program dedicated to supporting and expanding our ecosystem of <a href=\"https:\/\/iterable.partnerpage.io\/partners\/solutions\" target=\"_blank\" rel=\"noopener\">solutions partners<\/a>.<\/p>\r\n<h3>The Iterable Partner Cooperative<\/h3>\r\n<p>Our network of solutions partners\u2014including <a href=\"https:\/\/indicia.konicaminolta.com\/\" target=\"_blank\" rel=\"noopener\">Indicia<\/a>, <a href=\"https:\/\/www.mammothgrowth.com\/\" target=\"_blank\" rel=\"noopener\">Mammoth Growth<\/a>, <a href=\"https:\/\/www.ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, <a href=\"https:\/\/www.shawscott.com\/\" target=\"_blank\" rel=\"noopener\">Shaw\/Scott<\/a>, and <a href=\"https:\/\/tinuiti.com\/\" target=\"_blank\" rel=\"noopener\">Tinuiti<\/a>\u2014advise on strategy, architect best-in-class tech stacks, and help implement our customer activation platform, empowering customers to innovate and deliver joyful experiences with harmonized, individualized, and dynamic communications at scale.<\/p>\r\n<p>The Partner Cooperative was developed to support solutions partner success with shared resources, tools, and training, as well as connect customers with a curated network of experts and advisors.<\/p>\r\n<h3>The Power of Partnership<\/h3>\r\n<p>From freelancers to full-service digital agencies, our Partner Cooperative is designed to benefit all who are involved. By ensuring that our partners have access to key resources, everyone succeeds\u2014including all of our customers. Let\u2019s dig into the numerous benefits of the Iterable Partner Cooperative.<\/p>\r\n<h4>Go Cross-Channel with Ease<\/h4>\r\n<p>Help your clients orchestrate frictionless, personalized customer journeys across email, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <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>, mobile <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, web push, social, and more\u2014all from one platform.<\/p>\r\n<h4>Achieve Faster Time-to-Value<\/h4>\r\n<p>Time is precious for both you and your clients. Implement with speed, easily leverage integrations from our extensive partner ecosystem, and empower your clients to launch sophisticated, targeted campaigns quickly and at scale.<\/p>\r\n<h4>Let Marketers Market<\/h4>\r\n<p>Create, execute, and iterate towards world-class experiences without reliance on technical teams. On behalf of your clients, develop personalized customer journeys powered by free-flowing data that\u2019s unified and made actionable within Iterable.<\/p>\r\n<h4>Drive Joint Client Growth<\/h4>\r\n<p>Iterable\u2019s Partner Cooperative allows you to differentiate and grow your business by delivering results to your customers like increased engagement, conversions, and lifetime value (LTV).<\/p>\r\n<h4>Be Set Up For Success<\/h4>\r\n<p>We\u2019re committed to your success and empowering you as our partner. That means access to product training, strategic guidance, technical support, and more.<\/p>\r\n<h4>Count on Our Support<\/h4>\r\n<p>Your dedicated partner manager is here to provide continuous support with the tools and resources you need to achieve your goals.<\/p>\r\n<h3>Let\u2019s Partner Up<\/h3>\r\n<p>We\u2019re in it for the long haul. Whether it\u2019s client referrals or co-marketing activities, we look forward to partnering with you on opportunities that drive growth in both the near and long term.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/become-solutions-partner\/\" target=\"_blank\" rel=\"noopener\">Learn more<\/a> about the Partner Cooperative\u2019s benefits, or <a href=\"https:\/\/partners.iterable.com\/English\/register_email.aspx\" target=\"_blank\" rel=\"noopener\">apply now<\/a> to get details about the program requirements and tiers.<\/em><\/p>","post_title":"The Iterable Partner Cooperative: a Solutions Partner Program","post_excerpt":"We\u2019re excited to launch the Iterable Partner Cooperative, our partner program dedicated to supporting our ecosystem of solutions partners.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-partner-cooperative","to_ping":"","pinged":"","post_modified":"2022-07-06 14:34:48","post_modified_gmt":"2022-07-06 21:34:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101904","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Partner Cooperative\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-partner-cooperative\/"},{"ID":101813,"post_author":"79","post_date":"2022-06-23 06:23:42","post_date_gmt":"2022-06-23 13:23:42","post_content":"<p><span style=\"font-weight: 400;\">To the Iterable Community,<\/span><\/p>\r\n<p>Today, I\u2019m proud to share that we have surpassed an important milestone: over 1,000 customers using Iterable around the world! I am incredibly grateful to the Iterable community\u2014our team, our partners, and of course, our customers\u2014without whom this achievement would not have been possible. In the over nine years since we founded Iterable, I\u2019ve never been more excited or optimistic about the future and the next chapter of our journey together.<\/p>\r\n<p>As we celebrate this memorable milestone and look toward the future, I want to look back at the work that got us here. While 1,000 is an impressive amount and worth celebrating, it's just one of the many milestone metrics that make up our history. Consider the many thousands of hours spent developing Iterable\u2019s code in our humble, original office in San Francisco, our first paying customer, our first UK customer, the tens of billions of messages sent through Iterable every month\u2026the list goes on.<\/p>\r\n<p>What I\u2019m trying to say is that numbers are important, but they are not what matters most\u2014 people do. And our 1,000+ customer announcement is a testament to the hard work of the people\u2014the thousands of marketers who use Iterable around the world to message billions of people around the world. Below are a few of my favorite customer stories, shared with us in anticipation of this celebration.<\/p>\r\n<h4>Carvana Disrupts the Auto Industry<\/h4>\r\n<p>I\u2019ve always been a fan of disrupters\u2014the mavericks that dare to do things differently. I felt like a disruptor myself when I left Google to start Iterable. Suffice it to say that one of my favorite stories is from <a href=\"https:\/\/www.carvana.com\/\" target=\"_blank\" rel=\"noopener\">Carvana<\/a>, a company that wanted to change the way people buy cars by providing our customers with a car-buying solution that is fun, fast, fair, and powered by technology. Carvana capitalized on strong demand for an Amazon-like car shopping experience, helping customers avoid the inconveniences of visiting vehicle lots and haggling.<\/p>\r\n<p>Over the last decade, Carvana\u2019s business has been booming. With their foot pressed firmly on the accelerator, they needed a marketing platform that could meet their pace and their customer demands. They partnered with Iterable in 2020.<\/p>\r\n<p>\u201cIterable has helped us scale and expand communications, from 11 million emails sent per month to 50+ million and beyond, with faster processing and key features that other systems simply don\u2019t have,\u201d shared Megan Mets, Product Manager at Carvana. \u201cWith Iterable\u2019s A\/B testing framework, we are launching twice as many tests in half the time, helping us to continue improving on our customer messaging.\u201d<\/p>\r\n<h4>Zoopla Brings Personalization to Real Estate<\/h4>\r\n<p>I, like many of you, can easily get lost scrolling through home-buying apps. Am I in the market to buy a home? No, not really. But do I find flipping through listings across the world with my wife at the end of the day satisfying? Absolutely. And I\u2019m not the only one.<\/p>\r\n<p><a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, one of the UK\u2019s leading property marketplaces, witnessed unprecedented growth and adoption during the pandemic. With over 55 million visits across their mobile apps and websites and coverage of over 70% of UK real estate listings, Zoopla harnesses data to drive engagement, loyalty, and connection for Zoopla customers to relevant cohorts.<\/p>\r\n<p>Before Iterable, Zoopla was constrained to manual data queries, batch data imports, and fragmented views of customer engagement. They knew that data-driven strategies based on geo-intent and customer segmentation and targeting would be critical to sustaining their momentum. So they set out to modernize their tech stack.<\/p>\r\n<p>With Iterable, the <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a> team can deploy the strategies necessary to increase engagement and cater to consumer preferences that are integral to Zoopla\u2019s long-term success.<\/p>\r\n<p>\u201cIterable\u2019s partnership and platform have been invaluable to our brands' success, and made a marked difference in our overall teams\u2019 happiness,\u201d shares Adam Knight, Director of Special Projects at Zoopla, \u201cWith Iterable, we\u2019re able to accelerate the rate and returns of our campaign testing and rollout, allowing us to execute memorable experiences of our customers.\u201d<\/p>\r\n<h4>Coinbase: Customer Support in Cryptocurrency<\/h4>\r\n<p>Crypto might be everywhere in tech, but it's not always accessible. Companies that make crypto safe and easy are few and far in between. So when <a href=\"https:\/\/www.coinbase.com\/\" target=\"_blank\" rel=\"noopener\">Coinbase<\/a>, the financial services app whose mission is to increase economic freedom, first came to Iterable, I was ecstatic. Coinbase was not only aligned with our vision but, more importantly, our values.<\/p>\r\n<p>Consumer demands in the financial services sector are some of the highest when it comes to privacy, security, personalization, and execution. When Coinbase was looking for a marketing platform that would meet their standard of excellence in performance, and deliver on consumer expectations, they found a partner with Iterable.<\/p>\r\n<p>\u201cOne of the many things that makes Iterable stand out is their fantastic customer support. Their team goes above and beyond in their work to ensure that their customers are set up for success,\u201d shares Kelly Karunakaran, Group CRM &amp; Lifecycle Manager at Coinbase, \u201cI was especially surprised by the level of support we received from on-call and chat agents, who are knowledgeable, kind, thorough. Working with Iterable has been a wonderful and impactful partnership!\u201d<\/p>\r\n<h4>Better Outreach with Booksy<\/h4>\r\n<p>I always get so excited when I get to use the products, services, or platforms of Iterable customers. And, as someone who struggled to fit self-care into his calendar with any regularity, I was excited to try <a href=\"https:\/\/booksy.com\/en-us\/\" target=\"_blank\" rel=\"noopener\">Booksy<\/a>\u2014a cloud-based appointment booking solution for beauty, and an Iterable customer\u2014out for size. Booksy offers appointment scheduling, calendar management, and online payments for consumers, and management system support for businesses. Not only do they have a corner on the market when it comes to scheduling and streamlining, but, after using their appointment management system for the last six months, they have a permanent place in my heart.<\/p>\r\n<p>As a mixed business model (B2C and B2B), Booksy\u2019s marketing strategy is quite complex\u2014their marketing communications need to be individualized based on recipient location, plan type, app version, market type, language, and time zone. They wanted to deliver personalized content in real-time to customers and businesses, and increase engagement while reducing risk and mitigating manual workload.<\/p>\r\n<p>Iterable was able to help Booksy uplevel their messaging and increase engagement.<\/p>\r\n<p>\u201cBy creating personalized content delivered in real-time via Iterable we were able to improve consumer engagement on Booksy platform,\u201d shared Dorota Machaj, VP Global Commercial Growth at Booksy, \u201cWhen comparing the results of personalized to non-personalized content on a similar topic, sent to the same audience, we saw over 50% improvement in conversion in favor for content that was tailored.\"<\/p>\r\n<h4>Honeybook\u2019s Switch to Support Small Business<\/h4>\r\n<p>Cumbersome paperwork and administrative work have, for many years, bogged down the bandwidth of small business owners and entrepreneurs. That is, until <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">Honeybook<\/a>\u2014the end-to-end client management app that streamlines project tracking, bookings, invoicing, and payments\u2014came on the scene in 2013.<\/p>\r\n<p>Honeybook grew quickly, but as its business picked up speed, their marketing platform couldn\u2019t keep pace. That\u2019s when their team identified Iterable as the ideal solution to fit their requirements for agility, processing power, and execution. After moving their campaigns over to the Iterable platform, the team was executing campaigns in just <a href=\"https:\/\/iterable.com\/customers\/honeybook\/\" target=\"_blank\" rel=\"noopener\">15 days<\/a>.<\/p>\r\n<p>\u201cWith Iterable, we have the tools we need to segment, personalize, and monitor performance of our campaigns\u2014all in one platform. We have access to all our customer data, centralized and analyzed in one place, which makes it easier to create the type of personalized experiences that keep customers coming back. We\u2019re able to work smarter, not harder. And that makes us a better brand,\u201d shares Toby Skinner, Director of Performance Marketing at Honeybook.<\/p>\r\n<h3>Celebrating Shared Success<\/h3>\r\n<p>When we started Iterable nine years ago, I was busy hustling between my laptop screen and investor meetings, focusing on perfecting our platform\u2019s code so it would be ready to support our future customers\u2019 success. I fell asleep at night dreaming that one customer \u2014one brand or business\u2014would take a chance on our platform. <br \/>\r\nAs I stand here today, I\u2019m proud that our hard work and dedication is starting to bear fruit. Today, with four global offices and over 700 Iterators, we\u2019ve surpassed my one customer dream. We\u2019ve surpassed 1,000 customers using our platform around the world.<\/p>\r\n\r\n[caption id=\"attachment_101932\" align=\"alignnone\" width=\"8640\"]<img class=\"wp-image-101932 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/image-5.png\" alt=\"Nasdaq 1000 Customers\" width=\"8640\" height=\"5760\" \/> <em>The Iterable team in New York gathered outside of Nasdaq MarketSite to celebrate.<\/em>[\/caption]\r\n\r\n<p>Now, that number is in the rearview, and we\u2019re moving on to more\u2014more brands, more messages, more marketers, and more joyful experiences delivered around the world.<\/p>\r\n<p><em>Join the Iterable community in San Francisco September 7-9 for <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> and find out what delivering joy is all about!<\/em><\/p>","post_title":"Delivering Joy With Over 1000 Customers","post_excerpt":"Today, I\u2019m proud to share that we have surpassed an important milestone: over 1,000 customers using Iterable around the world!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"delivering-1000-customers-joy","to_ping":"","pinged":"","post_modified":"2022-07-20 12:05:25","post_modified_gmt":"2022-07-20 19:05:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101813","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"1000 Customers\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/delivering-1000-customers-joy\/"},{"ID":101823,"post_author":"79","post_date":"2022-06-22 08:43:54","post_date_gmt":"2022-06-22 15:43:54","post_content":"<p>In 2016, Apple shifted their focus to <a href=\"https:\/\/appleinsider.com\/articles\/16\/06\/08\/apple-announces-it-will-offer-app-store-subscriptions-take-smaller-15-cut\" target=\"_blank\" rel=\"noopener\">\u201cheavily favor\u201d subscription apps<\/a> versus in-app or one-time purchases. With subscription apps, rather than paying as they go, customers can make a monthly or annual payment to access all of an app\u2019s content. Subscription apps may also be tiered meaning a certain subscription threshold gives access to certain content while a higher price may provide access to additional, \u201cexclusive\u201d content.<\/p>\r\n<p>Today, subscription apps are proving to be quite profitable. In 2020, according to <a href=\"https:\/\/techcrunch.com\/2021\/02\/11\/top-100-subscription-apps-grew-34-to-13b-in-2020-share-of-total-spend-remained-the-same\/\" target=\"_blank\" rel=\"noopener\">TechCrunch<\/a>, \u201c...global subscription app revenue from the top 100 subscription apps (excluding games), climbed 34% year-over-year to $13 billion, up from $9.7 billion in 2019.\u201d Why are subscription apps taking off and how can you ensure your subscription app is successful? What are the key ingredients needed to create a good customer experience that delivers on expectations after charging a monthly or annual fee? Let\u2019s get into it.<\/p>\r\n<h3>Why Subscription Apps Work<\/h3>\r\n<p>While in-app and one-time app purchases may focus on new user acquisition, subscription apps are tied more closely to retention. Rather than introducing new features or content as a user experiences your app, the user is presented with all of the content (or, whatever is available in their subscription tier) after their monthly payment.<\/p>\r\n<p>Say a user made an in-app purchase then realized they weren\u2019t interested in the content. That\u2019s where their journey ends. They spent the $4.99, or whatever you may charge in-app, and then uninstalled your app. With a subscription however, if a customer pays a $4.99 subscription, they now have access to your content for the next month. Why would they uninstall your app if they\u2019ve already paid?<\/p>\r\n<p>Take Netflix, for example. Users pay a monthly subscription fee and are given access to all of the content on Netflix. If the service was free but some shows or movies required a payment, it could deter users from watching that premium content or, worse, deter them from using the service altogether. With Netflix\u2019s subscription, there aren\u2019t any surprises. It\u2019s a set fee that reoccurs every month\u2014simple, straightforward, and retains customers. But, it\u2019s not always so easy to create a successful subscription app.<\/p>\r\n<h3>Challenges of Subscription Apps<\/h3>\r\n<p>Subscription apps can pose some challenges for brands. Why? No one said customer retention is easy. Once you have the customers as subscribers, the challenge is keeping them engaged and continuing to renew their subscription. With in-app or one-time purchases, you can throw all the bells and whistles at a customer to get them to make a single purchase. With subscription apps you need to be innovating and adding features to keep customers from canceling.<\/p>\r\n<p>Not only are you constantly tasked with meeting (or exceeding) customer expectations, you\u2019re also battling subscriber burn-out. As <a href=\"https:\/\/youappi.com\/mobile-deep-dive-the-rise-of-subscription-based-apps\/\" target=\"_blank\" rel=\"noopener\">YouAppi<\/a> puts it, \u201cCustomers who frequently sign up for these types of apps may be tired of paying for subscriptions or simply might need to downsize their monthly expenses.\u201d You don\u2019t want to be another monthly charge on a long list of other subscriptions.<\/p>\r\n<p>And, lastly, churn doesn\u2019t disappear when you have a subscription app. Yes, it may take a bit longer, depending on your renewal cycle, but it\u2019s still very present. If a customer pays a monthly fee and isn\u2019t getting what they need from your subscription, they can cancel. They may still have access to your content until their subscription ends and then, that\u2019s it. Once their month ends, they\u2019ll uninstall your app just like they would one that has in-app or one-time purchases. So what can you do to ensure subscription app success?<\/p>\r\n<h3>How to Overcome the Challenges<\/h3>\r\n<p>When you go to an ice cream shop and are looking at all the flavors, but you\u2019re not sure which to get, what do you do? Ask for a sample. If the sample is good enough, you\u2019ll get a whole cone-full. Think of that initial thimble of ice cream as a subscription trial.<\/p>\r\n<p>We\u2019ve all signed up for a \u201ctwo-week trial\u201d at some point. We get access to some of what the app has to offer\u2014a.k.a. \u201c<a href=\"https:\/\/www.techtarget.com\/searchitchannel\/definition\/freemium#:~:text=Freemium%20is%20a%20business%20model,for%20supplemental%20or%20advanced%20features.\" target=\"_blank\" rel=\"noopener\">freemium<\/a>\u201d\u2014 and then, at the end of two weeks, we\u2019re charged and get access to more content. Trials are an effective way to give customers a preview of your subscription app so convince them to become a subscriber. However, during those two weeks, you need to be sure your app clearly demonstrates subscriber benefits.<\/p>\r\n<p>With a freemium subscription, you should also aim to provide a detailed onboarding experience. Demonstrate how to use the app and show the customer all of the features they could get with a paid subscription and why those features are beneficial. Tread lightly. The trial period is highly sensitive\u2014any frustration or friction during the onboarding process could immediately convince the customer to cancel.<\/p>\r\n<p>Lastly, use marketing channels to educate and engage the customer. With an app you have access to mobile marketing channels like in-app messaging, mobile inboxes, and push notifications. Each of these channels, plus non-mobile like email or direct mail, can be used to create a harmonized experience that keeps the customer engaged. For example, maybe during onboarding you send a series of push notifications that highlight various features of the app.<\/p>\r\n<h3>Deliver Value to Build Relationships<\/h3>\r\n<p>Subscription apps have the potential to increase customer lifetime value (LTV). By collecting a monthly fee, you\u2019ll be able to better predict overall revenue but also better understand your customers and what they need from your app to stay subscribed.<\/p>\r\n<p>Don\u2019t ignore the data you can collect just because a customer has signed up for a month, a year, or a quarter. Every interaction a customer has with your app is an opportunity to learn more about how you can deliver value that meets their needs. Keep subscribers happy by using their data to create tailored, in-app experiences.<\/p>\r\n<p><em>To learn more about improving your customers\u2019 mobile experiences, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Achieving Success With Subscription Apps","post_excerpt":"Why are subscription apps taking off and how can you ensure your subscription app is successful? Let's get into it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"achieving-success-with-subscription-apps","to_ping":"","pinged":"","post_modified":"2022-07-06 14:30:38","post_modified_gmt":"2022-07-06 21:30:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101823","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/062122_Achieving-App-Success_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"subscription apps\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/achieving-success-with-subscription-apps\/"},{"ID":101674,"post_author":"79","post_date":"2022-06-21 13:01:13","post_date_gmt":"2022-06-21 20:01:13","post_content":"<p>Founded by Dean Ginsberg, Stacked Collective is a strategic consulting firm that helps brands improve the lifetime value (LTV) of customers through the development of their marketing tech stacks. By partnering with Iterable, Stacked Collective aims to help their clients accomplish their marketing goals by advising them on marketing vendor selection, assisting with the building and execution of high-performing lifecycle programs, and refining data architecture and infrastructure to optimize their technology stacks. Understanding that LTV hinges on the customer experience.<\/p>\r\n<p>In our Iterable Academy \u201cAsk an Expert series,\u201d we explore exactly how Iterable works with our partners and what our partners set out to accomplish. In this installation of the Ask an Expert series, we\u2019ll explore how Stacked Collective both identifies clients and how they determine\u2014and solve\u2014the problems they\u2019re facing.<\/p>\r\n<h3>Three Iterable Customer Scenarios<\/h3>\r\n<p>In our interview with founder and CEO Dean Ginsberg, he highlighted three scenarios in which brands may find themselves interacting with Iterable. When reading the scenarios below, consider your marketing team and which scenario aligns best with you.<\/p>\r\n<h4>Starting Fresh<\/h4>\r\n<p>In the first scenario, brands are either just getting started with Iterable and beginning their onboarding or, maybe they haven\u2019t even made their final decision on which platform they are looking to use. Here, it\u2019s helpful for these brands to understand what options exist and what they are looking to do initially with their marketing program.<\/p>\r\n<h4>Making the Switch<\/h4>\r\n<p>In some cases, the brand may already be using a marketing platform but they\u2019ve decided to make the switch to Iterable. In these cases, it\u2019s helpful to audit the existing campaigns and data to successfully align campaigns after migrating to Iterable. Initial implementation, like <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-ip-warming\/#:~:text=Internet%20protocol%20(IP)%20warming%20refers,internet%20service%20providers%20(ISPs).\" target=\"_blank\" rel=\"noopener\">IP warming<\/a>, determining events that pass through and the structure of the events, how to develop campaigns, and more, need to be taken into consideration as well. .<\/p>\r\n<h4>Looking for More<\/h4>\r\n<p>The third scenario is those brands who are already using Iterable and are just looking to get more out of the platform. In this case, they may not be aware of all of the platform capabilities or understand the data flow which can lead to potential errors or gaps.<\/p>\r\n<p>Each scenario provides an opportunity for Iterable partnerships to be of help and improve a brand\u2019s relationships with their customers. For those brands just getting started, first steps revolve around defining what the brand needs to successfully communicate with their customers. For those who are switching, it\u2019s making sure no data is left behind and new campaigns can be created to elevate previous ones. Lastly, for those clients looking to get more from the Iterable platform, Stacked Collective focuses on optimizing the existing tech stack so it\u2019s able to work more effectively for clients and customers. They also will assist with training if the client wants to become more self-sufficient on the platform.<\/p>\r\n<p>Understanding these three scenarios is key to being able to help brands achieve their goals. But, taking a step back, the question then becomes: how do you know which scenario you, as a brand, fit into?<\/p>\r\n<h3>Identifying Client Needs<\/h3>\r\n<p>When a client\u2014a brand\u2014first reaches out to Iterable or an Iterable partner, there\u2019s usually an initial discovery phase. Stacked Collective, for example, takes four-to-six weeks to have conversations with various members of the clients\u2019 teams and collect information about the brand to help determine where they fall in relation to the three scenarios and how Stacked Collective may be able to help.<\/p>\r\n<p>There are then four steps the Stacked Collective team takes when evaluating client needs:<\/p>\r\n<ul>\r\n\t<li><strong>What\u2019s Existing?<\/strong> The team creates an overview of the existing campaigns and automation programs in a centralized place, where everybody can see it. All teams involved can then have a conversation about what is currently up and running.<\/li>\r\n\t<li><strong>What\u2019s Missing?<\/strong> After the initial overview, the team performs a gap assessment with a focus on technology, people, and process. As Dean puts it, \u201cAre we operating on a sprint cycle? How many emails are we pushing out in a week or a two week period?\u201d<\/li>\r\n\t<li><strong>What\u2019s Working?<\/strong> Then, the team puts together an average impact assessment. This involves a list of projects across email, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push<\/a>, <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<\/a>. Using a metric based on reach, relevancy, and frequency, compared to effort, Stacked Collective determines what\u2019s working and what\u2019s not.<\/li>\r\n\t<li><strong>What Needs to Happen?<\/strong> Lastly, the team compiles a strategy deck. The deck gives context to the low-effort, high-impact projects that are working and, as Dean mentioned, \u201cfits into a more cohesive understanding of the core pillars that we need to start shifting towards to transform the whole program.\u201d<\/li>\r\n<\/ul>\r\n<p>These could be questions you ask yourself the next time you evaluate your marketing efforts. Think about what\u2019s in the works, what competitors are doing, what projects are low-effort but high-impact, and lastly, how that all fits into an overarching marketing strategy.<\/p>\r\n<p>As you evaluate your marketing plans, remember that you\u2019re not alone in this process. There are some common challenges the team has encountered in their client experiences that, perhaps, your brand has run into them as well.<\/p>\r\n<h3>Common Challenges<\/h3>\r\n<p>When working with multiple clients across various industries, Stacked Collective was able to identify some common challenges. Again, this goes to show that you\u2019re not creating your marketing strategy in a vacuum. There are other brands and marketing teams experiencing the same struggles. It\u2019s how you approach and solve the problem that sets you apart.<\/p>\r\n<ul>\r\n\t<li><strong>Data Integrity &amp; Streaming<\/strong>. Oftentimes, data collection and processing can pose huge challenges for marketers. As Dean said, \u201cIs [it] the right data? Are the right data streams funneling into Iterable and [is it] the right structure that we need to run the program?\u201d<\/li>\r\n\t<li><strong>Automation<\/strong>. No business wants their marketing team sitting behind a screen, click-clacking the keys to create manual messages for individual customers. Re-evaluate what your current automations look like to make sure they\u2019re serving your team.<\/li>\r\n\t<li><strong>Testing<\/strong>. To ensure processes and automations are working correctly, you need to be able to test. \u201cWhat level of testing is there,\u201d Dean asked, \u201c[is there] a system that we're leveraging for testing, or are we just kind of testing things ad hoc? When we test something, is it systematic, meaning we're learning and then iterating on it, regardless of the outcome?\u201d<\/li>\r\n\t<li><strong>Resources<\/strong>. Lastly, it can be difficult for marketing teams to understand what resources they need if they\u2019re not sure what exists. But, rather than just listing off resources that could be useful, Stacked Collective says, \u201cif you added these resources, this is the impact that would have on your attributable revenue to this channel, and you can look at it on an ROI basis.\u201d<\/li>\r\n<\/ul>\r\n<p>Any of these sound familiar? These are common challenges for a reason\u2014it\u2019s not just your team. But, if you\u2019re looking for help solving for these marketing woes, you\u2019ve come to the right place.<\/p>\r\n<h3>Stacked Collective + Iterable<\/h3>\r\n<p>There are going to be hurdles your team faces as you explore your marketing strategy. Whether you're just getting started or knee-deep in the Iterable platform, just know there\u2019s a web of partnerships here to support and help.<\/p>\r\n<p><em>If you\u2019re already an Iterable customer, check out the <a href=\"https:\/\/academy.iterable.com\/partner-ask-an-expert-series-stacked-collective\" target=\"_blank\" rel=\"noopener\">Iterable Academy for the full Stacked Collective<\/a> course.<\/em><\/p>\r\n<p><em>If you\u2019re not an Iterable customer but want to learn more about our customer activation platform, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Ask an Expert: Stacked Collective + Iterable","post_excerpt":"Explore how Stacked Collective both identifies clients and how they determine\u2014and solve\u2014the problems they\u2019re facing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-expert-stacked-collective-iterable","to_ping":"","pinged":"","post_modified":"2022-06-21 13:01:13","post_modified_gmt":"2022-06-21 20:01:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101674","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stacked Collective + Iterable\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-expert-stacked-collective-iterable\/"},{"ID":101653,"post_author":"79","post_date":"2022-06-15 12:47:11","post_date_gmt":"2022-06-15 19:47:11","post_content":"<p>We\u2019ve been screaming it from the proverbial rooftop: customer <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/\" target=\"_blank\" rel=\"noopener\">data matters<\/a>. And, it hasn\u2019t fallen on deaf ears. We can all agree that understanding how customers are interacting with your marketing messaging is invaluable. It not only gives your brand insight into the current state of your customer relationships, but it can also help fuel your individualization efforts going forward.<\/p>\r\n<p>Today, however, there\u2019s so much data available that it\u2019s hard to decide what your marketing team should focus on\u2014especially, when it comes to email. Customers can open emails, click specific CTAs within the emails, or respond to or forward the emails to a friend\u2014the list goes on. There are so many avenues customers can take when interacting with your marketing emails. But what are the best ways to track this engagement and why? Together, we\u2019re going to take a look.<\/p>\r\n<h3>1. Conversion Rate<\/h3>\r\n<p>It\u2019s no surprise that conversion rates make the list for email metrics that matter. For conversion rate\u2014the percentage of customers who click through your email and complete a specific action\u2014to mean something for your brand, you have to first determine what a conversion is. For example, is it a purchase? Is it a subscription upgrade? You can\u2019t start tracking conversion rate without defining conversion.<\/p>\r\n<p><strong>Why It Matters<\/strong>: You can easily determine campaign ROI\u2014especially if the chosen conversion is purchase-based. As <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/17-email-marketing-metrics-every-email-marketer-needs-to-know\/\" target=\"_blank\" rel=\"noopener\">Campaign Monitor<\/a> puts it, \u201cWhen you know how much you have spent and how many subscribers are converting, it\u2019s easier to determine whether or not the money you are putting into your campaign is paying off.\u201d<\/p>\r\n<h3>2. Unsubscribe Rate<\/h3>\r\n<p>Unsubscribe rates are an excellent gut-check for understanding whether or not your emails are resonating with your audience. Of course, you have to offer every and all customers <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/\" target=\"_blank\" rel=\"noopener\">the option to opt-out<\/a> of your emails. You can show customers the unsubscribe option is there, but you want to keep them on your subscriber list.<\/p>\r\n<p><strong>Why It Matters<\/strong>: Unsubscribe rate can help you better define what matters to your audience. According to <a href=\"https:\/\/www.unstack.com\/blog\/unsubscribe-rate#:~:text=Your%20unsubscribe%20rate%20also%20matters,that%20they%20are%20interested%20in.\" target=\"_blank\" rel=\"noopener\">Unstack<\/a>, \u201cIf you see that your email campaigns have a low unsubscribe rate, you\u2019re likely targeting the right audience for the products or information within your email.\u201d<\/p>\r\n<h3>3. Deliverability<\/h3>\r\n<p>If your emails aren\u2019t getting delivered, they\u2019re not reaching anyone, let alone the right audience. An email has to reach the customers\u2019 inboxes to be an impactful part of your marketing strategy. Factors like email volume, spam complaints, and email bounces can impact the deliverability of your brand\u2019s marketing emails.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: What\u2019s the point of wasting valuable time and resources creating email marketing campaigns that no one will see? As <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/7-factors-that-determine-email-deliverability\/\" target=\"_blank\" rel=\"noopener\">CMSWire<\/a> puts it, \u201cPoor email deliverability can be costly, causing a brand\u2019s emails to end up in the spam folder or blocked entirely instead of reaching their subscribers.\u201d<\/p>\r\n<h3>4. Mobile Click Rate<\/h3>\r\n<p>Mobile click rates are <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/17-email-marketing-metrics-every-email-marketer-needs-to-know\/\" target=\"_blank\" rel=\"noopener\">usually much lower<\/a> than desktop click rates. On such a small screen, it\u2019s harder to get users to click through emails. So, mobile click through rate can help your team determine how the content you're sending resonates with mobile users. By looking at this metric you can evaluate and adjust your emails accordingly. Are people ignoring the content on their phones? What\u2019s visible above the fold? Engagement on a smaller screen, with a shorter attention span, can be a good indicator of content quality.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: Mobile channels are powerful because they can reach the customer wherever they are (as long as they have their phone). If your emails are getting overlooked while a competitor\u2019s aren\u2019t, you\u2019re missing out on building valuable relationships. Plus, if you\u2019re trying to get customers to use your mobile app, emails with direct links to the app are the perfect opportunity to guide them there.<\/p>\r\n<h3>5. Subscriber Lifetime Value (LTV)<\/h3>\r\n<p>LTV is taking a front seat across all marketing metrics these days. Long-term relationships between brands and consumers are increasingly important. Understanding how much value an individual customer contributes to your brand is crucial in developing and nurturing these customer relationships. Subscriber LTV, however, makes the list of email metrics that matter because it\u2019s specific to email marketing. Once you get a subscriber, focusing on LTV is a great way to keep them.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: Subscriber LTV is especially important when compared to the cost of acquiring new email subscribers. If you\u2019re spending a lot of money and resources to create a campaign, it could prove to be worth it if the subscribers you acquire have a high LTV. The equation for calculating subscriber LTV, according to <a href=\"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\/\" target=\"_blank\" rel=\"noopener\">Litmus<\/a>, is, \u201cSubscriber lifetime value = monthly revenue per subscriber x average number of months a subscriber stays on your list.\u201d<\/p>\r\n<h3>Find What Works for You<\/h3>\r\n<p>While these five metrics are on <em>our<\/em> list of email metrics that matter, that doesn\u2019t mean they\u2019re the only five. Generally speaking, yes, these are important metrics to include in your reporting and evaluations, but, depending on your business, the email metrics that matter may shift.<\/p>\r\n<p>Plus, with an ever-changing privacy landscape\u2014as we saw with <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15<\/a>\u2014certain metrics may lose their importance. Did you notice that open rate and clickthrough rate didn\u2019t make our list? While they probably would have before iOS 15, they lost some of their value after the update.<\/p>\r\n<p>Things change. Make sure your marketing team is <a href=\"https:\/\/iterable.com\/blog\/how-your-big-team-can-use-agile-marketing\/\" target=\"_blank\" rel=\"noopener\">agile<\/a>, flexible, and can roll with the punches. Once you decide what email metrics matter, don\u2019t be afraid to re-evaluate and re-adjust. Nothing is set in stone.<\/p>\r\n<p><em>To learn more about how Iterable can help you set up your email marketing program for success, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"5 Email Metrics That Matter and Why","post_excerpt":"There\u2019s so much data available that it\u2019s hard to decide what to focus on. Let's take a look at the email metrics that matter and why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-email-metrics-that-matter-and-why","to_ping":"","pinged":"","post_modified":"2022-07-20 12:04:04","post_modified_gmt":"2022-07-20 19:04:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101653","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/061322_Email-Metrics-That-Matter_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email Metrics that Matter\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-email-metrics-that-matter-and-why\/"},{"ID":101599,"post_author":"79","post_date":"2022-06-10 10:01:41","post_date_gmt":"2022-06-10 17:01:41","post_content":"<p>It\u2019s exciting for brands to get new customers. The customers get to experience your product for the first time and you can start to build a\u2014hopefully\u2014long-lasting relationship. Plus, as we all know,<a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\"> it\u2019s more expensive to acquire a new customer than to retain an existing one<\/a>. So, once you\u2019re over the hurdle of acquisition, it\u2019s all smooth sailing, right?\u00a0<\/p>\r\n<p>Sigh, that would be nice, wouldn\u2019t it? But, the nurturing never stops.Customer relationships aren\u2019t something you can \u201cset and forget,\u201d they take work. For example, if a customer, who has been loyal in the past but hasn\u2019t made a purchase in a while, you, as a marketer, can\u2019t just say \u201cwell, it was fun while it lasted.\u201d Retaining customers, especially loyal ones, is too valuable! So, how do you go about getting back in the good graces of your dis-engaged customers? Create a campaign type that <a href=\"https:\/\/essenceofemail.com\/blog\/12-examples-of-re-engagement-campaigns\/#:~:text=A%20study%20by%20Return%20Path,to%20generate%20some%20immediate%20sales!\" target=\"_blank\" rel=\"noopener\">63% of marketers<\/a> deemed as \u201cvery effective:\u201d the re-engagement campaign.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including re-engagement campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the fourth and final in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, re-engagement campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Re-Engagement Campaigns?<\/h3>\r\n<p>Re-engagement campaigns are often deployed when a customer is on the cusp of churning. They are still opted into your marketing communications but haven\u2019t engaged with your content or made a purchase in a while. Re-engagement campaigns, in addition to being bolstered with special offers, should demonstrate your brand\u2019s ability to personalize your content for each customer. Generic messaging isn\u2019t going to convince a customer to come back.<\/p>\r\n<p>Onboarding, welcome, promotional, and abandonment campaigns are sent to active, receptive customers. Re-engagement campaigns have a higher hurdle to get over because customers, at this point, are pulling away. They\u2019re primed to ignore your messages and consider your competitors, so building an impactful re-engagement campaign\u2014before they churn for good\u2014is imperative and challenging.\u00a0<br \/>\r\nTo execute re-engagement campaigns effectively, there are four key elements you\u2019ll need to consider: thresholds, re-education, message preferences, and testing channels. Let\u2019s explore each.<\/p>\r\n<h4>Tinker With Thresholds<\/h4>\r\n<p>\u201cRe-engagement campaigns are often deployed when a customer is on the cusp of churning. They are still opted into your marketing communications but haven\u2019t engaged with your content or made a purchase in a while.\u201d Remember that? We said that, like two paragraphs up.\u00a0<\/p>\r\n<p>Here\u2019s the thing, \u201ca while\u201d doesn\u2019t really mean anything. To create a re-engagement campaign you first have to determine which customers need to be re-engaged. Is it a certain amount of time that triggers your re-engagement campaign? Is it lack of activity (i.e., a purchase)? Determining what warrants re-engagement will allow your team to create specific re-engagement campaigns.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a>, the streaming service, for example, used a subscription cancellation and time as the thresholds for their re-engagement campaign. Even though the customer unsubscribed, they\u2019re still on mailing lists. So, a week after subscription cancellation, Netflix sends an email, asking the customer to \u201creunite\u201d with them. If unsuccessful, Netflix sends another reminder two days later, and another, two more days later, featuring the content that\u2019s available to stream.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101600\" align=\"alignnone\" width=\"603\"]<img class=\"wp-image-101600 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Netflix-1.png\" alt=\"Netflix re-engagement\" width=\"603\" height=\"783\" \/> <em>Once a customer has unsubscribed, Netflix initiates a re-engagement campaign to trigger a week after unsubscribing. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/859ab075-162e-dde5-4547-607547b36230?company_id=18&amp;filter=classified&amp;journey_id=15526&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Netflix doesn\u2019t give up after these 10 days, however. After these three emails are sent in the first 10 days, the cycle repeats. A week after the third email is sent, Netflix sends the \u201creunite\u201d email again, and the pattern repeats. Of course, the content mentioned in the final email in the series is dynamic, updating as the content available to stream changes.<\/p>\r\n<h4>Remind and Re-Educate<\/h4>\r\n<p>A customer may just need that extra little push to remember why they bought your product in the first place. Sending marketing communications that re-educate the customer about your product features or customer testimonials can help reignite the spark the customer once had for your brand. Showcase the benefits of your product that invites the customer back into the fold.<\/p>\r\n<p><a href=\"https:\/\/www.homechef.com\/\" target=\"_blank\" rel=\"noopener\">HomeChef<\/a>, the meal kit subscription, picked to re-educate their disengaged customers\u2014in this case, someone who had paused their subscription\u2014by showing the benefits of the product. First, HomeChef showcased how easy the preparation process is. Then, in the next email, they featured the recipes the user missed out on by discontinuing. Lastly, they reminded the customer that the experience is totally customizable, seeing if they\u2019re interested in swapping recipes or delivery cadence.<\/p>\r\n\r\n[caption id=\"attachment_101606\" align=\"alignnone\" width=\"638\"]<img class=\"size-full wp-image-101606\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-HomeChef-1.png\" alt=\"Homechef Re-Engagement campaign\" width=\"638\" height=\"481\" \/> <em>HomeChef sent multiple emails in their re-engagement series, designed to re-educate the customer about their beneficial product features. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/017dd1c0-7cd9-9898-381c-3a505875fc48?company_id=4872&amp;filter=classified&amp;journey_id=15463&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Also of note, in HomeChef\u2019s re-engagement campaign they\u2019re not pushy. Yes, they communicated the recipes the customer missed while they had their subscription paused, but they also offered the recipes to the customer. Therefore, customers still get a benefit\u2014the recipe\u2014 and could try to make the meals on their own, without pre-portioned ingredients. Through this process, however, they may realize it\u2019s easier with the HomeChef kit and unpause they\u2019re deliveries.<\/p>\r\n<h4>Manage Message Preference<\/h4>\r\n<p>If the customer isn\u2019t engaging with the current messages and methods of communication, maybe you need to re-evaluate when and where you\u2019re reaching out to them. Something as simple as asking the customer about their message preferences could change how the customer chooses to interact with your brand. If a customer doesn\u2019t like emails and prefers SMS, but your brand has only been sending emails, they\u2019re not going to engage. Switch it up, based on customer feedback, and it may be enough to re-engage them.<\/p>\r\n<p><a href=\"https:\/\/www.archant.co.uk\" target=\"_blank\" rel=\"noopener\">Archant<\/a>, a newspaper and magazine publishing company, cleverly disguised a re-engagement campaign as a \u201cspring cleaning\u201d event. They sent the below email to ensure that the content they sent going-forward would be relevant to the customer. Perhaps they were seeing and uptick in unopened emails, or perhaps they\u2019re just looking to better personalize the content they send. Either way, asking customers directly to fill out their preferences is an effective way to increase engagement.<\/p>\r\n\r\n[caption id=\"attachment_101618\" align=\"alignnone\" width=\"598\"]<img class=\"size-full wp-image-101618\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Archant.png\" alt=\"Archant Re-Engagement campaign\" width=\"598\" height=\"963\" \/> <em>Archant flat-out asked customers to select their preferences and subscriptions to make sure their emails don\u2019t go unnoticed. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/update-your-preferences\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In addition to asking for content preferences, Archant could expand upon this type of marketing message to ask about channel preference as well. This could be a great way to get users to opt-in to SMS, if that\u2019s their preferred channel, for example. Nothing beats getting data directly from the customer.<\/p>\r\n<h4>Take Time to Test<\/h4>\r\n<p>If you ask customers where they prefer to receive messages and you don\u2019t get a response, test! Try different channels you may not have explored. Consider the customer\u2019s situation and how you can best reach them. If they haven\u2019t been responding to any digital channels, for example, maybe give direct mail a shot.<\/p>\r\n<p>Home furnishing brand, <a href=\"https:\/\/www.apt2b.com\/\" target=\"_blank\" rel=\"noopener\">Apt2B<\/a>, is testing different marketing channels. For example, as a way to re-engage customers who have not been engaging with their emails, they send <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">SMS messages<\/a>. The content is similar in both the email and the <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, but Apt2B is attempting to figure out which channel the customer prefers to interact with.<\/p>\r\n\r\n[caption id=\"attachment_101624\" align=\"alignnone\" width=\"513\"]<img class=\"size-full wp-image-101624\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Apt2B-1.png\" alt=\"Apt2B SMS and Email\" width=\"513\" height=\"765\" \/> <em>Apt2B is looking to gain customer insight by seeing which channel the customer engages with, in the hopes of guiding future communications.<\/em>[\/caption]\r\n\r\n<p>SMS is a more personal marketing channel. While Apt2B is taking the right approach by testing a variety of marketing channels, once they have established the channel isn\u2019t the issue, we\u2019d recommend switching up the content. Because the content they\u2019re sending via both channels is similar, if neither channel is garnering engagement, it may be time to test what they\u2019re sending, instead of where.<\/p>\r\n<h3>Remind Customers Why They Loved You<\/h3>\r\n<p>Re-engagement campaigns are designed to refresh your brand\u2019s relationships with your customers. Customers who receive your re-engagement campaigns likely have one foot out the door, so the onus is on your team to remind customers why they loved you in the first place. What problems can your brand solve for? What benefits does your brand provide?<\/p>\r\n<p>By setting thresholds, re-educating, managing message preferences, and testing, your re-engagement campaigns will reignite customer engagement and strengthen customer relationships. But remember, re-engagement campaigns are a piece of the overall customer experience\u2026\u00a0<\/p>\r\n<p><em>To learn more about re-engagement campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Re-Engagement Campaigns","post_excerpt":"This article\u2014the fourth and final in our series\u2014will provide context around, and examples of, re-engagement campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-re-engagement-campaigns","to_ping":"","pinged":"","post_modified":"2022-06-10 10:01:41","post_modified_gmt":"2022-06-10 17:01:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101599","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Re\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-re-engagement-campaigns\/"},{"ID":101545,"post_author":"79","post_date":"2022-06-08 14:05:43","post_date_gmt":"2022-06-08 21:05:43","post_content":"<p>2022 has not been easy for brands. In a time of such uncertainty, it\u2019s incredibly difficult for business leaders to chart a course for the long-term. But it\u2019s not impossible. Armed with the right tools, team, and data, Chief Marketing Officers (CMOs) can not only cope, but conquer the challenges of 2022 and beyond.<\/p>\r\n<h3>Q2 2022 CMO Survey<\/h3>\r\n<p>In search of a bird\u2019s-eye view of the modern marketing landscape, we spoke to those at the helm of marketing organizations: CMOs. In March, we interviewed 500 CMOs in the US and U.K., from brands of different industries, sizes, and business types to discover what channels, programs, and resources are needed to stay competitive while maintaining efficiency.<\/p>\r\n<p>We\u2019ll reveal the findings of our Q2 2022 CMO survey, which captures the state of spend and strategy in marketing, and sheds light on how brands and businesses can catch up, capitalize on market shifts, and connect with the modern consumer.<\/p>\r\n<p>The first chapter in our mini-series is the focal point of every great brands\u2019 marketing strategy: the customer.<\/p>\r\n<h3>The Customer Has Changed<\/h3>\r\n<p>Before 2020, discussion of business change was measured in terms of months and years. Even the most seismic events were assumed to take time before they shifted the way the brand does business.<\/p>\r\n<p>The COVID-19 pandemic reordered the global economy, almost overnight, introducing a <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">\u201cnew\u201d customer<\/a> that placed a new importance on <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a>.<\/p>\r\n<p>Then came 2021. As the world rebounded and faced new challenges (cough, cough: <a href=\"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/\" target=\"_blank\" rel=\"noopener\">supply chain<\/a>), prepared to say goodbye to cookies and embraced online shopping, this new customer found comfort in <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">transparency<\/a> and authenticity.<\/p>\r\n<p>Now, we\u2019re mid-2022. Over the past six months, the world has somewhat bounced back\u2014just in time to welcome new variants and headlines of impending recession and financial doom. With changing times and circumstances comes an even newer customer who has, again, evolved.<\/p>\r\n<h3>Dive into a Digital Experience<\/h3>\r\n<p>COVID-19 was a once-in-a-generation acceleration for <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, turning digital channels into the channels of choice\u2014and necessity\u2014for more customers than ever before. As a result, consumers are now increasingly looking to digital platforms to complete day-to-day tasks. How many of us don\u2019t think twice about getting everyday groceries or food delivery online? Notifications from <a href=\"https:\/\/iterable.com\/customers\/imperfect-foods\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a>, reminding us that our groceries are en-route, generate an odd sense of anticipation that never seems to dilute.<\/p>\r\n\r\n[caption id=\"attachment_101572\" align=\"alignnone\" width=\"3750\"]<img class=\"size-full wp-image-101572\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-1.png\" alt=\"Customer Behavior changes\" width=\"3750\" height=\"1920\" \/> <em>The top three changes in customer behavior over the last 12 months in the US and U.K.<\/em>[\/caption]\r\n\r\n<p>According to the CMO survey, the top three changes in customer behavior over the last 12 months in the US and U.K. were:<\/p>\r\n<ul>\r\n\t<li>People shifting to digital platforms for their everyday needs,<\/li>\r\n\t<li>Increased interest in \u201cnew\u201d experiences or promotions<\/li>\r\n\t<li>A move to values-based purchasing<\/li>\r\n<\/ul>\r\n<p>An increase in both digital adoption and interest in \u201cnew\u201d experiences open many doors for innovative and creative brands. The possibilities for promotion are endless when you have a slew of digital channels at your disposal.Be ahead of the curve when it comes to how you\u2019ll use your digital marketing channels, but always consider what customers want in their connection.<\/p>\r\n<h3>Considering the Customer<\/h3>\r\n<p>Outside of the terrible toll of the virus itself, we\u2019ve seen the much broader hidden impact of the pandemic. Many customers have reassessed what they want from their lives. And they\u2019ve made some major interpersonal shifts accordingly.<\/p>\r\n<p>For example, an upswing in divorce, break-ups, new relationships, and new pet adoptions were dominant shifts in customer behavior. And, as consumers fall out of love and invest more in relationships with their furry friends, they\u2019re looking for more empathy from anyone they interact with\u2014especially brands.<\/p>\r\n<p>The CMOs surveyed in our study were acutely aware of the strain consumers have been under, and the effects of this strain on their businesses. Our respondents reported a major upswing in values-based purchasing, meaning that customers want to make sure there is meaning behind their transactions.<\/p>\r\n<p><strong>As inflation continues to rise, and customers become more cautious about their spending, brands need to communicate a deeper value to each dollar spent with their business.<\/strong><\/p>\r\n<p>Now that brands know what they need to do, strategically, to adjust to customer lifestyle shifts, it would be cogent to know where your colleagues and competition stands when it comes to customer connections.<\/p>\r\n\r\n[caption id=\"attachment_101578\" align=\"alignnone\" width=\"3750\"]<img class=\"size-full wp-image-101578\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-2.png\" alt=\"Emotional Connection\" width=\"3750\" height=\"1920\" \/> <em> We found that just over 72% of CMOs believe customers feel emotionally connected to their brands. A whopping 71.2% believe those same customers would stand by them in difficult times. <\/em>[\/caption]\r\n\r\n<p>Connecting with customers is more than just delivering a product. Today, creating customer loyalty is rooted in <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">how a customer feels<\/a> about your brand and the overall customer experience.<\/p>\r\n<h3>Experience is Everything<\/h3>\r\n<p>Of course, now that we know what has changed for consumers, and how marketers need to adjust to meet these shifts in sentiment, it\u2019s time to focus on the next 12 months.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101584\" align=\"alignnone\" width=\"3000\"]<img class=\"size-full wp-image-101584\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-3.png\" alt=\"Focuses for the future\" width=\"3000\" height=\"1536\" \/> <em> When it comes to the future, CMOs are clear-eyed on the three most important things for customers in the next year: World Class Customer Experience, Trustworthy Relationships, and Respecting Their Privacy. <\/em>[\/caption]\r\n\r\n<p>At a high level, the data portrays a simple message: give customers a great experience, and they\u2019ll buy more, be more loyal, and share their experience with friends. But what makes a truly great experience? Harmony. Individualization. Dynamic Content. And\u2014the most important\u2014human touch. Real connections enabled by technology but powered with creativity and care.<\/p>\r\n<p>Connecting with customers is not always simple, but it\u2019s always worth it. By investing in experience and continuously catering and personalizing your strategy to meet the needs of the changing consumer, you\u2019ll secure a loyal user base for your brand that will stick with you through thick and thin. Luckily, the road to crafting this customer experience is not a solo one...<\/p>\r\n<p><em>Join marketing practitioners all over the world. <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Register for Activate North America<\/a>, happening September 7-9, to talk about the path forward for today's most formidable (and customer-centric) brands.<\/em><\/p>","post_title":"CMO Survey 2022: The Changing Customer","post_excerpt":"Our Q2 2022 CMO survey sheds light on how brands can catch up, capitalize on market shifts, and connect with the modern consumer.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cmo-survey-2022-the-changing-customer","to_ping":"","pinged":"","post_modified":"2022-07-20 12:03:38","post_modified_gmt":"2022-07-20 19:03:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101545","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"CMO Survey\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cmo-survey-2022-the-changing-customer\/"},{"ID":101487,"post_author":"79","post_date":"2022-06-07 09:52:53","post_date_gmt":"2022-06-07 16:52:53","post_content":"<p>Gone are the days where consumers focus on just your product or brand. As much as we'd all love to be on our customers' minds all the time, they have lives of their own with needs to fulfill.<\/p>\r\n<p>As a result, marketing is now a matter of reaching someone in the right context. This is known as contextual messaging\u2014<a href=\"https:\/\/seeds.sproutsocial.com\/patterns\/contextual-messaging\/\" target=\"_blank\" rel=\"noopener\">a set of components and techniques<\/a> designed to deliver individualized marketing at key, relevant moments, fitting each customer\u2019s needs.<\/p>\r\n<p>To get it right, however, your marketing team needs to incorporate what you know about the customer\u2014data you\u2019ve collected\u2014and what you know about the state of affairs in the world\u2014the news, social feeds, etc. With these two data sets in place, your messaging can reach customers in a way that has a direct impact on their lives. Here are a few examples of successful contextualized messaging to inspire your campaigns.<\/p>\r\n<h3>Contextualized Messaging in Action<\/h3>\r\n<p>To start, brands should identify their personas or segments and the specific information related to their demographics, pain points, buying goals, preferences, and objections. With the right tools, this personalized information becomes the cornerstone for understanding where your audience stands in their buying journey, and what kind of content will best speak to them and when.<\/p>\r\n<h4>Stay Relevant<\/h4>\r\n<p>Demographics help drive deeper engagement with a specific portion of your audience, and become even more effective when aligned with real world context. In 2020, <a href=\"https:\/\/www.mcdonalds.com\/us\/en-us.html\" target=\"_blank\" rel=\"noopener\">McDonald\u2019s<\/a>, the fast food chain, served up a <a href=\"https:\/\/corporate.mcdonalds.com\/corpmcd\/en-us\/our-stories\/article\/ourstories.thank-you-meals.html\" target=\"_blank\" rel=\"noopener\">special promotion for first responders and health care workers<\/a> on the front lines of the coronavirus pandemic.<\/p>\r\n<p>As a thank you for their work, frontline employees\u2014who presented their service IDs\u2014were offered the opportunity to enjoy a free meal. The advertising for this token of appreciation came in the form of personalized emails, with a CTA encouraging subscribers\u2014whether they\u2019re frontline employees or not\u2014to spread the word of the special event on social media.<\/p>\r\n\r\n[caption id=\"attachment_101500\" align=\"alignnone\" width=\"1685\"]<img class=\"wp-image-101500 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-heroes-deserve-free-thank-you-meals-2022-06-06-14_27_09-edit.png\" alt=\"McDonalds Contextualized Messaging\" width=\"1685\" height=\"3435\" \/> <em>McDonald\u2019s sent this email to frontline workers during the pandemic, knowing that they could appreciate a free meal after working long hours. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/heroes-deserve-free-thank-you-meals\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a><\/em>[\/caption]\r\n\r\n<p>Recognizing your customers for their efforts in a relevant manner is a surefire way to earn their loyalty. Here, McDonald\u2019s understood that a portion of their audience\u2014frontline workers\u2014 were in the midst of an exceptionally difficult time. The company acknowledged the best way they could help, and empowered their audience beyond the intended demographic to make the most of the promotion. When tapping into demographic context, it\u2019s important to simultaneously avoid alienating the rest of your audience. McDonald\u2019s does well to balance product offering, demographic data, and contextualization here.<\/p>\r\n<h4>Use Customer Data<\/h4>\r\n<p>Sometimes, a brand\u2019s relevance with consumers can be congruent with another product or brand altogether. Here, <a href=\"https:\/\/www.siriusxm.com\/\" target=\"_blank\" rel=\"noopener\">Sirius XM<\/a>, the satellite radio service, was quick to send a new customer a welcome email which referenced the recent purchase of a new vehicle that comes with a three-month trial of their service. <br \/>\r\nA series of emails were sent promoting their mobile app, as well as an additional promotion offering an extended trial at a discounted price. The purpose of the welcome message was clear, indicating that they would like the new user to transition into becoming a full-time customer. But, what really made the messaging effective was its timing\u2014coming just days after the new car owner had time to explore and enjoy the service for themselves.<\/p>\r\n\r\n[caption id=\"attachment_101533\" align=\"alignnone\" width=\"616\"]<img class=\"wp-image-101533 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Sirius-XM-2.jpg\" alt=\"SiriusXM Car Purchase\" width=\"616\" height=\"951\" \/> <em>Knowing which vehicles their service was packaged with, SiriusXM gets the jump on new customers with this welcome message.<\/em>[\/caption]\r\n\r\n<p>The relevance, timing and call-to-action here make for a very effective set of contextualized messages. Sirius does a great job of not only getting their foot in the door, but taking actionable steps towards creating repeat business by helping the trial user get the most out of their new service. When reaching out to new customers, it can pay off to understand how they came to find your brand or service, and use that to hone in on further personalization.<\/p>\r\n<h4>Keep Seasonality in Mind<\/h4>\r\n<p>Seasonality is the perfect example of contextualized messaging. In certain contexts, like a summer month, for example, featuring a winter jacket in a promotional email wouldn\u2019t make any sense, but featuring a bathing suit would.<\/p>\r\n<p>The apparel company, <a href=\"https:\/\/ironandresin.com\/\" target=\"_blank\" rel=\"noopener\">Iron and Resin<\/a>, suggested items related to the time of the year. In, what we can only assume is a post-holiday email (based on the \u201cHoliday Hangover Sale\u201d option in the top navigation), Iron and Resin focused on advertising their \u201cwarmest\u201d jacket. While also touting the jacket\u2019s versatility, Iron and Resin chose to feature this product because it aligns with the time of the year. It\u2019s cold, so why not feature a jacket that keeps customers warm?<\/p>\r\n\r\n[caption id=\"attachment_101488\" align=\"alignnone\" width=\"1742\"]<img class=\"size-full wp-image-101488\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-shrug-off-the-cold-with-ease-2022-06-06-14_06_40-edit-1.png\" alt=\"Iron and Resin Contextualized Messaging\" width=\"1742\" height=\"10656\" \/> <em>Iron and Resin provides a seasonal contextualized message, offering customers their warmest product in the coldest months. Source: ReallyGoodEmails.<\/em>[\/caption]\r\n\r\n<p>You can layer more than your outerwear. In fact, you can layer your contextualized messages. By using seasonality and customer data, you could send customers an email, during winter, with jackets they\u2019ve been browsing.Tack on a coupon for 15% off and, with the right contextualized messaging, you could have yourself a sale! Remember, contextualized messaging is all about being in the right place at the right time.<\/p>\r\n<h4>Help Your Customers<\/h4>\r\n<p>In a different display of leveraging previous purchase information, <a href=\"https:\/\/www.1800contacts.com\/?ef_id=CjwKCAjwyryUBhBSEiwAGN5OCBN-k0fQ27tuPHg_k9HP9G3cydU9cET359DnQtGM9hKx5qed_Ev-CxoCVUUQAvD_BwE:G:s&amp;s_kwcid=AL!4587!3!576760360060!e!!g!!contacts%20800&amp;adlid=kwd-882132278x136264591167x15987727860&amp;ac=PS.Google.Brand.e.c.GoogleUSCASearch_Brand_Quasi_Terms_All_Devices.contacts%20800&amp;gclid=CjwKCAjwyryUBhBSEiwAGN5OCBN-k0fQ27tuPHg_k9HP9G3cydU9cET359DnQtGM9hKx5qed_Ev-CxoCVUUQAvD_BwE\" target=\"_blank\" rel=\"noopener\">1-800 Contacts<\/a>, the online contact lens retailer, determines when their customers are due to refill their prescriptions based on how many contacts they previously purchased. For someone who may or may not be aware that they need to re-up their supply, this email would serve as a much-needed reminder and, as a result, encourage customer action.<\/p>\r\n\r\n[caption id=\"attachment_101526\" align=\"alignnone\" width=\"596\"]<img class=\"wp-image-101526 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1-800-contacts.jpg\" alt=\"Prescription Renewal\" width=\"596\" height=\"993\" \/> <em>1-800 Contacts notifies a customer of the upcoming renewal for their prescription with this timely reminder.<\/em>[\/caption]\r\n\r\n<p>For businesses that are centered on subscription-based models, timing becomes especially relevant to retention. 1-800 Contacts understands the importance of their product and knows when to nudge customers towards a refill when they need it most. Aim to keep your customer\u2019s best interests in mind and you\u2019ll win their loyalty along the way.<\/p>\r\n<h3>Be Competitive Through Context<\/h3>\r\n<p>As markets become more competitive, so too must marketers. In most cases, contextual messaging requires an investment in strong data\u2014but the benefits are numerous. From increased customer engagement to higher recurring revenue, defining your buyer personas and segmenting your customers for personalized outreach becomes one of the top ways to reach your audience and earn their loyalty.<\/p>\r\n<p>Ultimately, the goal for these campaigns is about keeping your customers coming back for more. But the brands that do it well, and make it stick, are those who are speaking to customer interests, help solve problems, and further cement customer loyalty through a personalized message.<\/p>\r\n<p><em>To learn how to build out your martech stack for contextualized messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Why Contextualized Messages Matter for Customer Loyalty","post_excerpt":"Marketing is a matter of reaching someone in the right context. Here are a few examples of contextualized messaging to inspire your campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-contextualized-messages-matter-for-customer-loyalty","to_ping":"","pinged":"","post_modified":"2022-06-07 09:52:53","post_modified_gmt":"2022-06-07 16:52:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101487","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-contextualized-messages-matter-for-customer-loyalty\/"},{"ID":101434,"post_author":"79","post_date":"2022-06-02 11:26:51","post_date_gmt":"2022-06-02 18:26:51","post_content":"<p>Dynamism. It sounds exciting, strong, powerful. In fact, dynamism is defined as \u201cthe quality of being characterized by vigorous activity and progress.\u201d Breaking down the word further, \u201cdyn,\u201d by itself, means power. In a marketing context, we achieve progress and power through dynamic content personalization.<\/p>\r\n<p>Dynamic content personalization moves the needle. It progresses your marketing efforts and makes your marketing messaging more powerful because it introduces a new layer of individualization. In the past, marketing messages were often a swath of sameness. Every person received the same message, regardless of their interests, needs, or wants. Today, marketing has evolved. Dynamic content personalization gives marketers the ability to change their messaging for each individual user. Let\u2019s get into how.<\/p>\r\n<h3>Dynamic Imagery<\/h3>\r\n<p>Imagery is a common way for marketers to incorporate dynamic content personalization into their marketing messages. With the right marketing platform, you should be able to pull specific imagery, based on customer behavior, into your marketing messaging.<\/p>\r\n<p>Say, for example, a customer had abandoned an item in their online shopping cart and you want to follow up with an abandoned cart email. As mentioned in our latest ebook, \u201cHow to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization,\u201d one of the keys to creating a successful abandonment campaign is the imagery. To get the highest chance of engagement and, ultimately, conversion, you include an image of the item they abandoned in the email.<\/p>\r\n\r\n[caption id=\"attachment_101453\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-101453\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/The-North-Face_2022-04-20_0057_wednesday_Double-check-your-gear-list-we-thi.png\" alt=\"North Face Dynamic Content Personalization\" width=\"800\" height=\"3089\" \/> <em><a href=\"https:\/\/www.thenorthface.com\/\" target=\"_blank\" rel=\"noopener\">The North Face<\/a> sends their customers abandoned cart emails featuring an image of the abandoned item and a CTA to \u201cHead Back to Cart.\u201d Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/3a5d9c16-9bfd-9c56-e630-70d48bd47305?company_id=1999&amp;filter=classified&amp;journey_id=31348&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s going to garner more customer engagement: a plain text email, or one that features an image of the exact product the customer just abandoned? Ding ding ding! We have a winner. It\u2019s the email with the image. In fact, according to <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\" target=\"_blank\" rel=\"noopener\">GetResponse<\/a>, emails with images have both a higher open rate (24.3% vs. 15.6%) and click-through rate (3.3% vs. 1.3%) than emails without images. But, imagery is only one part of dynamic content personalization.<\/p>\r\n<h3>Dynamic Text<\/h3>\r\n<p>Dynamic content personalization can also be developed through text. By using text fields that automatically pull in data like product names, customer names, previous orders, etc, your marketing team can create highly individualized marketing messages without a heavy manual lift.<\/p>\r\n<p>In the previous example from The North Face, for instance, the image is pulled in but the product name is also featured right below the image. It\u2019s important to provide the product information so the customer can easily find or search for what they need. Welcome campaigns are also a great place to incorporate dynamic text.<\/p>\r\n\r\n[caption id=\"attachment_101447\" align=\"alignnone\" width=\"934\"]<img class=\"size-full wp-image-101447\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Panera-Example.png\" alt=\"Panera Dynamic Text\" width=\"934\" height=\"1205\" \/> <em>Not only did <a href=\"https:\/\/www.panerabread.com\/en-us\/home.html\" target=\"_blank\" rel=\"noopener\">Panera<\/a> include the customer\u2019s name in the body copy, but they included their name in the subject line as well.<\/em>[\/caption]\r\n\r\n<p>A simple addition to any welcome email is the customer\u2019s name. Emails that include the customer\u2019s name in the subject line alone are <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/?sh=101ba1d12a94\" target=\"_blank\" rel=\"noopener\">26% more likely<\/a> to be opened than emails without this feature. It\u2019s such a small, simple addition, but this dynamic content personalization can have a huge impact on engagement. To go a step further, pulling in additional customer data can elevate your dynamic content personalization.<\/p>\r\n<h3>Dynamic User Data<\/h3>\r\n<p>Using a customer\u2019s name in personalized marketing messaging should be considered table stakes. Customers have come to expect this level of personalization at the bare minimum and, because it\u2019s such a small yet impactful addition, there really shouldn\u2019t be any reason why brands aren\u2019t doing this.<\/p>\r\n<p>Adding other customer data, however, is how you level-up your dynamic content personalization. Think about all of the customer data you have access to in your customer activation platform. You have their birthdays, zip codes, phone numbers, emails, previous orders, returns, etc. Getting creative with dynamic content personalization can separate your brand from competitors.<\/p>\r\n\r\n[caption id=\"attachment_101441\" align=\"alignnone\" width=\"1265\"]<img class=\"size-full wp-image-101441\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-upcoming-shows-near-greenville-aziz-ansari-east-forest-and-more-2022-06-02-11_13_43-edit.png\" alt=\"Spotify Dynamic Content Personalization\" width=\"1265\" height=\"6098\" \/> <em>We\u2019ve used this <a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a> example before because it\u2019s that dang good. This email showcases concerts by the customer\u2019s favorite artists in their zip code. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/upcoming-shows-near-greenville-aziz-ansari-east-forest-and-more\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>. <\/em>[\/caption]\r\n\r\n<p>By cross-referencing customer data, like Spotify did in the example above, you can end up with an incredibly individualized email based entirely on dynamic content personalization. To create this email, Spotify used customer listening data and combined it with location data, automatically creating a list of concerts they might like in their area. Genius.<\/p>\r\n<h3>Work Smarter, Not Harder<\/h3>\r\n<p>Back in the day, this level of marketing individualization may have seemed impossible, but not anymore. By minimizing manual effort and automating the processes, creating customized content has never been easier.<\/p>\r\n<p>Dynamic content personalization is all about making your marketing team\u2019s lives easier while also seeing increased engagement and conversions. You already collect customer data, so why not use it in a way that\u2019s not only beneficial to your brand, but beneficial to the customer as well. From small changes, like adding the customer\u2019s name to your messages, to more creative applications, like sending a customized list of concerts in the area, dynamic content personalization can increase brand trust and build a stronger customer relationship.<\/p>\r\n<p>Everyone wants to feel like they\u2019re the only one in the room and, with dynamic content personalization, you\u2019ll make your customer feel like you\u2019re talking directly to them, providing the most relevant information when they need it most.<\/p>\r\n<p><em>To learn more about how your brand can easily implement dynamic content personalization, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Dynamic Content Personalization to Boost Your Marketing Efforts","post_excerpt":"Dynamic content personalization gives marketers the ability to change their messaging for each individual user. Let\u2019s get into how.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dynamic-content-personalization-to-boost-your-marketing-efforts","to_ping":"","pinged":"","post_modified":"2022-06-02 11:33:24","post_modified_gmt":"2022-06-02 18:33:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101434","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/06\/060222_Dynamic-Content-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dynamic Content Personalization\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dynamic-content-personalization-to-boost-your-marketing-efforts\/"},{"ID":101314,"post_author":"79","post_date":"2022-05-31 12:25:12","post_date_gmt":"2022-05-31 19:25:12","post_content":"<p>When shopping in-person, you find a gorgeous pair of jeans. They fit you perfectly and the wash is exactly what you\u2019ve been searching for. You hold onto that pair of jeans as you browse the rest of the items around the store. Then, as you head to checkout, you realize not only the high price point of those jeans, but that you aren\u2019t as obsessed with them as you were when you first tried them on. You hang them back on the rack and leave.<\/p>\r\n<p>Online, this would be considered an abandoned cart. The customer came to your website, poked around, found something they liked, and placed it in their virtual shopping cart. As they got ready to check out, they decided they no longer wanted to buy it and left the website\u2014abandoning the item in their cart. As a customer, it\u2019s great to have that option. As a marketer, however, it\u2019s hard to watch. Thus, abandonment campaigns came to be.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including abandonment campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the third in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-promotional-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, abandonment campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Abandonment Campaigns?<\/h3>\r\n<p>Abandonment campaigns are a direct response to customers leaving items in their virtual carts. Often designed with dynamic content, classic abandonment campaigns feature messages that include the abandoned item. So, if a customer left a pair of jeans in their online cart, you could send an email to that customer, showcasing the exact jeans they left behind\u2014the goal being to get them to purchase.<\/p>\r\n<p>Onboarding, welcome, and promotional campaigns can be personalized, but abandonment campaigns open the door to a deeper level of individualization. Using customer behavioral data to customize marketing messages shows the customers you\u2019re paying attention and is more likely to improve engagement. And further down the funnel\u2014say, right before purchase\u2014engagement is crucial.<\/p>\r\n<p>To execute abandonment campaigns effectively, there are four key elements you\u2019ll need to consider: real-time triggers, visuals, unified carts, and clarity. Let\u2019s dive into each.<\/p>\r\n<h4>Real-Time Triggers<\/h4>\r\n<p>Real-time triggers are events that can initiate a campaign, automatically, as they happen. In a cart abandonment, for example, the trigger may be the customer leaving the site with an item in their cart. This could trigger the start of your abandonment campaign. Because customers are actively interacting with your website or app when they abandon their cart, taking advantage of their engagement and acting quickly can prove to be beneficial.<\/p>\r\n<p>We mentioned jeans earlier\u2014well, here\u2019s a real-life example. Clothing brand, <a href=\"https:\/\/www.truereligion.com\/\" target=\"_blank\" rel=\"noopener\">True Religion<\/a>, has three separate messages as part of their abandonment campaign. In the example below, a shopper must have left the highlighted pair of jeans in their cart and left the site. True Religion followed up with a same-day message, a message the following day, and a final message the next.<\/p>\r\n\r\n[caption id=\"attachment_101316\" align=\"alignnone\" width=\"677\"]<img class=\"wp-image-101316 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-TrueReligion.png\" alt=\"True Religion Abandonment Campaign\" width=\"677\" height=\"805\" \/> <em>True Religion used dynamic content, pulling the exact item the customer left behind into the email\u2014an easy way to add personalization. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/88f52347-1569-ac7d-1340-9e6bb22a9618?company_id=2793&amp;filter=classified&amp;journey_id=28254&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>. <\/em>[\/caption]\r\n\r\n<p>In each message, True Religion offered customers 15% off and featured additional trending clothing items. You can tell the emails are triggered because the copy isn\u2019t product-specific, but pulling in the product picture and description is a smart way to make these messages impactful without a heavy lift from their marketing team.<\/p>\r\n<h4>Eye-Catching Visuals<\/h4>\r\n<p>Visuals are crucial when it comes to abandonment campaigns. Maybe the customer has forgotten what they left behind. Putting an image of the abandoned item in the message, like True Religion did, can remind customers of the products they may want to purchase. Or, maybe they didn\u2019t forget and have been considering this purchase ever since they left your site. Showing them the item again could be exactly the nudge they need to press \u201cbuy.\u201d<\/p>\r\n<p><a href=\"https:\/\/www.neutrogena.com\/\" target=\"_blank\" rel=\"noopener\">Neutrogena<\/a>, the beauty brand, has two emails in their abandonment campaign. The first, features a large photo of the abandoned product and, right below, some other product recommendations based on the abandoned product. The second email also features the product image but also features a bold image at the top with text reading \u201cit\u2019s never too late.\u201d<\/p>\r\n\r\n[caption id=\"attachment_101322\" align=\"alignnone\" width=\"805\"]<img class=\"size-full wp-image-101322\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-Neutrogena.png\" alt=\"Neutrogena Abandonment Campaigns\" width=\"805\" height=\"805\" \/> <em>Neutrogena highlights their beauty quiz at the bottom of this email. If customers aren't sure if the product is right for them, taking the quiz could help them decide. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b1c70d6b-a356-e0fd-4991-fa4ef7432747?company_id=5182&amp;filter=classified&amp;journey_id=28252&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Neutrogena was smart with their visuals because if a customer opens the first abandoned cart email and ignores it, they\u2019d likely easily skim over an identical email. By switching up the visuals, Neutrogena is improving the chances of conversion engagement while still reminding the customer of the product they left behind.<\/p>\r\n<h4>Cross-Channel Unified Carts<\/h4>\r\n<p>The cross-channel experience can make or break a purchase when it comes to abandoned carts. Even if a customer is using multiple channels to interact with your brand, they should have a consistent experience, regardless of the channel they choose. So, for example, if your customer goes to your desktop site, adds items to their cart, leaves, and signs in later on the app, that cart should look identical to the cart they abandoned on the desktop site.<\/p>\r\n<p>With that, messaging should reflect carts built on multiple devices. If a customer abandons their in-app cart, they should still receive your abandonment email campaign. If a customer abandons their cart on the desktop, they can still receive push notifications or SMS messages regarding their abandoned item.<\/p>\r\n<p>With <a href=\"https:\/\/www.chewy.com\/\" target=\"_blank\" rel=\"noopener\">Chewy<\/a>, the pet care brand, it\u2019s easy to switch between desktop and their mobile app. As long as you\u2019re logged into your account, what you add to your cart in the app will show up in your cart on the desktop site (and vice versa). Then, when receiving abandonment emails from Chewy, if you\u2019re on your phone and click through the email, you\u2019ll be taken to the app. If you open the email on the desktop, you\u2019ll be taken to the desktop site.<\/p>\r\n\r\n[caption id=\"attachment_101328\" align=\"alignnone\" width=\"747\"]<img class=\"size-full wp-image-101328\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-Chewy.png\" alt=\"Chewy Cross-Channel Messaging\" width=\"747\" height=\"837\" \/> <em>Chewy makes it really easy to switch between channels and still feel like you\u2019re having a cohesive experience.<\/em>[\/caption]\r\n\r\n<p>Giving customers the ability to switch between channels and experience a unified cart can make for a better abandonment campaign. When customers are making a purchase decision, accessing a single cart, from wherever they are, can be the deciding factor in whether or not they make the purchase. Unified carts reduce friction.<\/p>\r\n<p>Crystal-Clear Messaging<\/p>\r\n<p>When designing a cart abandonment campaign, the goal is very simple: get customers to buy the items they\u2019ve left behind. Because the goal is very simple, it\u2019s important the messaging is clear as well. Adding too many bells and whistles or introducing new goals and objectives could easily create a convoluted, confusing message.<\/p>\r\n<p>Home furnishing brand, <a href=\"https:\/\/www.crateandbarrel.com\/\" target=\"_blank\" rel=\"noopener\">Crate &amp; Barrel<\/a>, makes the intent of their abandonment campaigns very clear. There are three emails in the series and each features a bold, simple headline, a photo of the abandoned item, and a descriptive CTA. There\u2019s no confusion about where the user will be taken when they click on the message.<\/p>\r\n\r\n[caption id=\"attachment_101334\" align=\"alignnone\" width=\"661\"]<img class=\"size-full wp-image-101334\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-CrateBarrel.png\" alt=\"\" width=\"661\" height=\"805\" \/> <em>In all three emails in this series, the CTA says \u201cView Cart and Check Out.\u201d The CTA not only eliminates steps for the customer, but sets clear expectations. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0a58f99d-a302-7f21-7911-1fd5caf86912?company_id=310&amp;filter=classified&amp;journey_id=28230&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>In addition, Crate &amp; Barrel uses different copy in each email headline in their abandonment series. For example, the first email in the series reads \u201cfinish checking out today.\u201d This email was likely sent shortly after the customer left their item in the cart and implies that the customer is midway through completing their order. If the order isn\u2019t completed, they receive different messaging. It\u2019s a nice touch to help personalize the content.<\/p>\r\n<h3>Show Customers What to Do Next<\/h3>\r\n<p>Abandonment campaigns are used to guide customers through their journey in a personalized way. The customer is already at the bottom of the funnel, just about to convert, but, for some reason, doesn\u2019t. Abandonment campaigns could be the final nudge they need. When developing your campaigns, make sure the next step in the journey is clear, enticing, and customized for each individual user.<\/p>\r\n<p>With real-time triggers, eye-catching visuals, cross-channel unified carts, and crystal-clear messaging your abandonment campaigns will ensure customers are continuing along their journey and clicking \u201cbuy.\u201d But remember, abandonment campaigns are only a small piece of the customer experience\u2026<\/p>\r\n<p><em>To learn more about abandonment campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Abandonment Campaigns","post_excerpt":" The four elements for effective abandonment campaigns are: real-time triggers, visuals, unified carts, and clarity. Let\u2019s dive into each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-abandonment-campaigns","to_ping":"","pinged":"","post_modified":"2022-05-31 12:25:12","post_modified_gmt":"2022-05-31 19:25:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101314","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 31, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pt 3: abandonment campaigns\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/"},{"ID":100933,"post_author":"79","post_date":"2022-05-26 09:41:13","post_date_gmt":"2022-05-26 16:41:13","post_content":"<p>Yesterday, as part of our continuing Activate conference series, we hosted Activate Summit Europe in London. The in-person event brought together marketing professionals, product leaders, and more\u2014all looking to gain new insights and tips for developing joyful experiences for their customers. The energy was high, and the networking was in full force. With our two tracks, \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-marketing-to-the-modern-customer\/\" target=\"_blank\" rel=\"noopener\">Marketing to the Modern Customer<\/a>\u201d and \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Building a Better Customer Experience<\/a>,\u201d attendees heard from industry leaders about how to make memorable moments of lasting impact for their customers.\u00a0<\/p>\r\n<p>If you weren\u2019t able to attend, don\u2019t worry! This article will get you started in tapping into the insights we saw in person. To dive deeper, you can always <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">sign up for the on demand sessions<\/a> to see them in full. We'll get into the takeaways soon, but first, here's a recap from Iterable's CMO Adri Gil Miner.\u00a0<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/MJVNGqaGgCY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h3>Morning Keynote with Iterable and Special Guest, Zoopla<\/h3>\r\n<p>The day kicked off with our morning keynote. Adri and Iterable's SVP of Product, Bela Stepanova, kicked off Activate Summit Europe by talking about how brands need to focus on joyful experiences to stay ahead, and how to do this in Iterable. To close out, we heard a bit about what a joyful experience looks like in action from Zoopla's CMO Gary Bramall.\u00a0<\/p>\r\n<p><strong>Three key learnings from the keynote:<\/strong><\/p>\r\n<ul>\r\n\t<li>Joy is a Powerful Emotion: People intrinsically seek joy, and joy connects people more powerfully than almost any other human experience.<\/li>\r\n\t<li>Iterable Builds Relationships: By bridging the gap between the data and customer activation, Iterable elicits customer joy and, as a result, strengthens relationships.<\/li>\r\n\t<li>\u201cThe best brands behave like the best people.\u201d Gary caught everyone's attention with this line, as everyone agrees the best brands these days build human connection.\u00a0<\/li>\r\n<\/ul>\r\n<p>After the morning keynote, our two tracks began, each loaded with information to continue your marketing team\u2019s success. Let\u2019s dive into some of the top takeaways from each.<\/p>\r\n<h3>Marketing to the Modern Customer<\/h3>\r\n<p><span style=\"font-weight: 400;\">With external speakers in addition to customers and partners, this track offered outside perspectives to help spark inspiration.<\/span><\/p>\r\n<h4>Leverage CRM as a Hub for Strategic Customer Innovation<\/h4>\r\n<p>In this session, UNiDAYS\u2019 VP of Data and Insights, Tamara Castelli, discussed the value of customer relationship management and how it can lead to new ways of marketing to your customers.<\/p>\r\n<p><strong>Takeaway: <\/strong>To redefine CRM you should challenge the status quo, evaluate KPIs, be data obsessed, and use agile delivery.<\/p>\r\n<h4>Getting Ahead: Harnessing AI to Improve the Customer Experience<\/h4>\r\n<p>Katie King, Author and CEO of AI in Business, shared thought-provoking insights about how AI is impacting the current state of business and the potential impact it may have in the future.<\/p>\r\n<p><strong>Takeaway: <\/strong>Katie\u2019s presentation included a scoresheet, making it easy to evaluate where your team currently stands with AI while also getting a sense of where you may have some gaps to be filled. You can take a quick peek here, but we would really recommend checking out her whole session to see how to best utilize this sheet.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101294\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-101294\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Scorecard.png\" alt=\"Katie King Takeaway\" width=\"512\" height=\"322\" \/> <em>Katie King's session included a scorecard, which can help you assess where your brand stands with the adoption of AI.<\/em>[\/caption]\r\n\r\n<h4>Humanising Your Brand for a Deeper Connection with Your Audience<\/h4>\r\n<p>Toucan\u2019s CEO, Matt Crate, spoke about the human side of brands and how sharing your brand values and perspectives can create strong customer relationships.<\/p>\r\n<p><strong>Takeaway: <\/strong>The four pillars of humanising a brand are the foundation on which brands should build their human-centric strategy. The pillars are: Authenticity, Focus on Community, Foster Emotive Connections, and People Buy Visions.<\/p>\r\n<h3>Building a Better Customer Experience<\/h3>\r\n<p><span style=\"font-weight: 400;\">The Building a Better Customer Experience track was a more tactical look at how our customers and partners develop and execute their marketing strategies.<\/span><\/p>\r\n<h4>Why Establishing a Customer Journey Matters<\/h4>\r\n<p>WeTransfer\u2019s Senior Email Marketing Manager, Ornella Gallo, spoke about the customer journey and why it\u2019s so relevant when it comes to personalisation.<\/p>\r\n<p><strong>Takeaway:<\/strong> Know your goal when designing journeys. Keep in mind that you\u2019re building customer journeys to grow and nurture your customers with personalised and timely content that drives product adoption and moves them down the funnel.<\/p>\r\n<h4>Designing an Acquisition Journey to Encourage Retention<\/h4>\r\n<p>Indi Pollard, Growth Marketing Manager at Blockchain, then explored the relationship between acquisition and retention. She shared Blockchain\u2019s own experience.<\/p>\r\n<p><strong>Takeaway:<\/strong> Test, Test, and Test some more. To get a better understanding of customer behavior, test different workflows. See if any patterns emerge. Do certain groups of customers interact with your brand in specific ways?<\/p>\r\n<h4>International Scaling: 5 Levers to Help You Grow Your Business Across Borders<\/h4>\r\n<p>Jen Lang, the Chief Customer Officer at Secret Escapes, covered five levers to help brands scale internationally.<\/p>\r\n<p><strong>Takeaway:<\/strong> The five levers for international scaling are: know what you can borrow, be deliberate about what you do, culture is like a family, build global tech, and adapt and grow.<\/p>\r\n<h4>Combining Data, Tech, and Processes for Successful CRM Marketing Automation<\/h4>\r\n<p>To talk about the relationship between data, technology, and processes, Wolt\u2019s Head of Marketing Automation, Adrian Gray, took to the stage.<\/p>\r\n<p><strong>Takeaway:<\/strong> For data, map your objectives. Make it clear what you are solving, build your requirements, and prioritise. For tech, define your biggest headaches, decide what tech can solve, determine how it will impact the business, and think about how it will scale. And lastly, for processes, think about what currently isn\u2019t working, create a working group, identify key next steps, and keep everything documented.<\/p>\r\n<h3>The Party Continues<\/h3>\r\n<p>Activate Summit Europe attendees were left with invaluable takeaways to help improve their marketing strategies. As you can see from this recap, there was a lot of information shared during Activate Summit Europe, and this is just the tip of the iceberg! There was so much more to learn from these sessions and the other sessions we didn't even get a chance to cover in this space!\u00a0<\/p>\r\n<p>We were so happy to be back in-person. The experience created new networking opportunities and, of course, fantastic memories. If you\u2019re interested in attending an Activate event, join us stateside in San Francisco for Activate Summit North America!<\/p>\r\n<p><em>Don\u2019t wait! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit North America<\/a> today.<\/em><\/p>","post_title":"Top Takeaways From Activate Summit Europe","post_excerpt":"We\u2019ll provide a top takeaway from Activate Summit Europe so, if you weren\u2019t with us in London, you\u2019ll still get some of the insights.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-from-activate-summit-europe","to_ping":"","pinged":"","post_modified":"2022-07-06 14:29:09","post_modified_gmt":"2022-07-06 21:29:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100933","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 26, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/052722_Activate-EU-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe Takeaways\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-summit-europe\/"},{"ID":100905,"post_author":"79","post_date":"2022-05-24 10:52:32","post_date_gmt":"2022-05-24 17:52:32","post_content":"<p>We tend to think of personalized marketing as tailoring content to match what customers want to receive. They have shopped for sweatshirts in the past? Let\u2019s send them emails with dynamic content featuring our best-selling sweatshirts. They used an in-app promo code? Let\u2019s send push notifications since they\u2019re clearly active mobile app users.<\/p>\r\n<p>On the other side of the same coin, however, is an additional layer of potential personalization\u2014what they don\u2019t want to receive. You, as a marketer, know your segments. You can send Gen-Z marketing messages featuring straight-leg jeans, while you save the skinny jean content for your Millennials. Yeah, yeah\u2014been there, done that.<\/p>\r\n<p>But, what if you reframe this example? Instead of thinking about tailoring to a specific audience, think about how the same messages are actually tailored to your other audiences. By sending straight-leg jeans to only Gen-Z, you\u2019re not sending that content to audiences that may not be interested.<\/p>\r\n<p>Now, go one step further. Rather than guessing what certain customers may or may not be interested in (some Millennials like straight-leg jeans), what if you just asked them what content they no longer wanted to receive? It\u2019s that easy. This is how providing personalized opt-outs for content types can create a highly-individualized customer experience.<\/p>\r\n<h3>Different from Standard Opt-Outs<\/h3>\r\n<p>You might be thinking, \u201cyeah, no duh, you <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/\" target=\"_blank\" rel=\"noopener\">legally have to include unsubscribe options<\/a> when you send marketing messages. This is old news.\u201d But, this kind of opt-out is different. Sure, some email unsubscribes provide the option of selecting which content the customer wants to receive, but this is after they\u2019ve already made the decision to unsubscribe from all email communications.<\/p>\r\n<p>Personalized opt outs are a different concept completely, the most common type being the holiday-themed opt out.<\/p>\r\n<h4>Holiday Opt-Outs<\/h4>\r\n<p><a href=\"https:\/\/www.businessinsider.com\/florist-praised-for-letting-customers-opt-out-of-mothers-day-emails-2019-3\" target=\"_blank\" rel=\"noopener\">Mother\u2019s Day<\/a> is a great example of a holiday that, while a cute family day for some, could be incredibly painful for those in complicated relationships with their mothers, those who have lost mothers, those who were hoping to be a mother, etc. Everyone is dealing with their own struggles. So, rather than inundate customers with content that may create a negative attitude towards your brand, ask if they\u2019re interested in receiving the content.<\/p>\r\n<p><a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle<\/a>, a coffee retailer, sent an email before both Mother\u2019s Day and Father\u2019s Day. Without bringing up anything that may be hurtful, they simply offered, with a clear CTA, the option to not receive any emails related to these holidays.<\/p>\r\n\r\n[caption id=\"attachment_100925\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-100925\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/File-46-1.jpg\" alt=\"Blue Bottle Opt-Out\" width=\"1125\" height=\"1377\" \/> <em>With the customer's name in the email, Blue Bottle kindly offers the a personalized way to opt out of emails related to Mother\u2019s Day and Father\u2019s Day. Source: <a href=\"https:\/\/www.linkedin.com\/posts\/vudynguyen_for-the-first-time-this-year-we-gave-everyone-activity-6924739291575193601-RtnY?utm_source=linkedin_share&amp;utm_medium=member_desktop_web\" target=\"_blank\" rel=\"noopener\">Vu Nguyen, on LinkedIn<\/a>. <\/em>[\/caption]\r\n\r\n<p>Blue Bottle lets customers opt out, with a clear CTA, but reassures them at the same time that they\u2019ll continue to receive content that isn\u2019t related to Mother\u2019s or Father\u2019s Day. Giving customers a holiday opt-out shows that your brand cares and wants every interaction to be as positive as possible.<\/p>\r\n<p><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\">Uncommon Goods<\/a>, an online retailer, also gave customers the option to opt-out of sensitive emails related to Father\u2019s Day. Not only that, but they provided additional content to help customers during this difficult time.<\/p>\r\n\r\n[caption id=\"attachment_100918\" align=\"alignnone\" width=\"968\"]<img class=\"size-full wp-image-100918\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-mail-google-mail-u-0-2022-05-23-10_02_55-edit.png\" alt=\"Uncommon Goods Father's Day Opt-Out\" width=\"968\" height=\"2734\" \/> <em>Uncommon Goods offers a virtual class to those who have experienced the loss of a father.<\/em>[\/caption]\r\n\r\n<p>Uncommon Goods presents a clear CTA at the top, giving customers the immediate option to opt out of all future Father\u2019s Day emails. When continuing to scroll, however, customers are given the option to sign up for a virtual class about love and loss. It\u2019s heartfelt, it\u2019s designed to help, and it\u2019s highly personalized.<\/p>\r\n<p>But, brands need to be careful about how they design these personalized opt-outs because they can backfire\u2014and have.<\/p>\r\n<h3>When Personalized Opt-Outs Could Do More Harm<\/h3>\r\n<p>Sending these more personal, sensitive emails can be tricky because the opt\u2013out email itself could be very triggering and alienating in certain circumstances. With multiple brands now hopping on this personalized opt-out bandwagon, customers could now receive multiple emails mentioning a \u201chard time.\u201d As highlighted in the <a href=\"https:\/\/www.independent.co.uk\/life-style\/women\/mothers-day-emails-opt-out-b2043940.html\" target=\"_blank\" rel=\"noopener\">Independent<\/a>, \u201c[A] Twitter user told me that the opt-out emails 'probably started for the right reasons' but now they find it a 'constant reminder of a day they would rather keep very low-key.'\"<\/p>\r\n<p>If customers would rather not bring attention to their difficult situations, being reminded of it constantly in their inbox could create a negative relationship with the brands who send them. A balance needs to be struck.<\/p>\r\n<p>In the future, rather than seeing these opt-outs with deep, emotional copy, maybe they\u2019ll be more straightforward. For example, just a short and sweet \u201cDo you want to opt-out of Mother\u2019s Day content?\u201d Or, another option would be to ask these questions as soon as a customer signs up for email. Send a quick checklist in your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a> asking which content they do and do not want to receive, such as which holidays they\u2019d like to see content for. This way, you don\u2019t have to ask again and the customer isn\u2019t triggered every time a holiday rolls around.<\/p>\r\n<p>As a brand you have to constantly stay ahead of the curve to make sure you\u2019re not becoming a part of a problem.<\/p>\r\n<h3>What\u2019s Next for Personalized Opt-Outs?<\/h3>\r\n<p>Being on the cusp of new trends is paramount if you want to avoid having your brand become part of the noise. So, how can your brand take personalized opt-outs further into new, unexplored territory?<\/p>\r\n<p>Think about all channels. We\u2019ve seen an <a href=\"https:\/\/www.washingtonpost.com\/business\/2022\/05\/05\/mothers-day-emails-opt-out\/\" target=\"_blank\" rel=\"noopener\">uptick in personalized opt-outs<\/a> via email, but, as a consumer, if I were to opt out of email communications around a specific event, I'd wonder about the other ways a brand can reach me. If I opt out of Father\u2019s Day emails, will I still get Father\u2019s Day push notifications? Texts? If you opt-out on one channel, you should be able to opt-out everywhere. A cross-channel opt-out would be the ultimate level of personalization, building 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<\/a> of an individual customer.<\/p>\r\n<p><em>To learn more about individualized cross-channel marketing strategies, and how Iterable can help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How to Send Personalized Opt-Outs","post_excerpt":"Providing personalized opt-outs for certain content types can create a highly-individualized customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-send-personalized-opt-outs","to_ping":"","pinged":"","post_modified":"2022-05-24 11:44:45","post_modified_gmt":"2022-05-24 18:44:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 24, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"personalized opt-outs\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-send-personalized-opt-outs\/"},{"ID":100640,"post_author":"103","post_date":"2022-05-19 11:16:27","post_date_gmt":"2022-05-19 18:16:27","post_content":"<p>Is your messaging off pitch? Cross-channel experiences not staying on rhythm? At Iterable, we believe that personalization and cross-channel experiences are the two keys to a perfectly harmonized experience. In this session, we break down four essential campaigns to help you begin harmonizing your customer experience to have your audience singing your praises.<\/p>\r\n<p>To help you find the right melody, we\u2019ve sat down with Jasmine Hajjari, Loyalty and CRM Manager at Smoothie King and our very own Tasmin Singh, Manager, Customer Success at Iterable to walk you through best practices and real life examples.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Best practices for Welcome, Promotional, Abandonment, and Re-engagement Campaigns<\/li>\r\n\t<li>Real life examples of brands currently harmonizing their customer experience<\/li>\r\n\t<li>Data-backed findings providing actionable insights for your brand today<\/li>\r\n<\/ul>\r\n<p><em>Begin executing on these tips and tricks today by downloading our <a href=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/Iterable_Cross%20Channel%20Harmonization_%20Orchestration%20Checklist.pdf\">Cross-Channel Harmonization Checklist<\/a>.<\/em><\/p>","post_title":"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-instrumental-campaigns-for-a-harmonized-cx-na","to_ping":"","pinged":"","post_modified":"2022-06-16 12:04:08","post_modified_gmt":"2022-06-16 19:04:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=100640","menu_order":6,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 19, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":62,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-instrumental-campaigns-for-a-harmonized-cx-na\/"},{"ID":100760,"post_author":"35","post_date":"2022-05-19 08:36:57","post_date_gmt":"2022-05-19 15:36:57","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode, we spoke with <a href=\"https:\/\/faraday.ai\/\" target=\"_blank\" rel=\"noopener\">predictive analytics and ethical AI experts<\/a>, Faraday, to get their thoughts on how marketers can begin\u2014or improve upon\u2014their AI journey now and in the future.\u00a0<\/p>\r\n<h3>Meet Andy From Faraday<\/h3>\r\n<p>In my conversation with Andy Rossmeissl, CEO at Faraday, we covered a wide range of AI topics, but I think you'll be most intrigued to learn how AI can impact personalization, what data sources you need, and how to limit bias in your AI engines. With third-parties traditionally playing such an important role in AI, Andy gives practical tips on what it takes to personalize communications using AI, but not relying on cookies. From there we touch on how to limit systemic biases in your AI, helping you build a closer, longer-lasting relationship with your customers.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Andy right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/W3vuVg7j64I[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: Faraday Talks About AI in Modern Marketing","post_excerpt":"For today's episode we spoke with ethical AI experts, Faraday, to get their thoughts on how marketers can begin their AI journey.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-and-listen-faraday-talks-ai-in-modern-marketing","to_ping":"","pinged":"","post_modified":"2022-05-19 08:36:57","post_modified_gmt":"2022-05-19 15:36:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100760","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 19, 2022","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/"},{"ID":100715,"post_author":"79","post_date":"2022-05-18 16:06:40","post_date_gmt":"2022-05-18 23:06:40","post_content":"<p>The first ever promotional campaign was <a href=\"https:\/\/www.printglobe.com\/blog\/2019\/08\/15\/the-history-of-promotional-products\/#:~:text=The%20first%20recorded%20instance%20of,that%20was%20just%20the%20beginning.\" target=\"_blank\" rel=\"noopener\">launched in 1789<\/a>. Granted, it was printed for a presidential campaign and wasn\u2019t an online retailer\u2019s email or push notification, but still\u20141789! That means promotional messages have been around for over 200 years. What\u2019s even more notable, however, is that traditional promotional messages continue to evolve.<\/p>\r\n<p>Over the past 200 years, marketers have started to learn what an effective promotional campaign looks like. And today, with new technological capabilities, marketers can implement strategies that elevate their promotional campaigns to improve engagement and the overall customer experience.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including promotional campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the second in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, promotional campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Promotional Campaigns?<\/h3>\r\n<p>Promotional campaigns are the bread and butter of traditional marketing. They\u2019re used to share information about a new product, new store location, or offer a discount. Think about all of the BOGO subject lines that have made their way into your inbox\u2014those are part of a promotional campaign. Promotional messaging is essential to how every brand keeps ties with customers.<\/p>\r\n<p>While onboarding and welcome campaigns generally come first in the lineup of customer communications, promotional campaigns can be woven throughout an entire customer journey. Once the welcome and onboarding sequences have ended and all the way through to re-engagement or post-purchase, brands can share information about products and services via promotional campaigns.<\/p>\r\n<p>To execute promotional campaigns effectively, there are four key elements you\u2019ll need to consider: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.<\/p>\r\n<h3>Setting Goals<\/h3>\r\n<p>Promotional campaigns of yore have often employed the \u201cbatch-and-blast\u201d method. The same exact promotional message was sent to large groups of customers, hoping it would resonate with someone. Today, when creating a promotional campaign, marketers often start with the goal. What is this promotional campaign trying to accomplish? What are the steps we want this individual customer to take?<\/p>\r\n<p>When setting out to create this promotional campaign, for example, <a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019<\/a>, the coffee brand America runs on, was clearly aiming to get their customers into their stores, instead of ordering online.<\/p>\r\n\r\n[caption id=\"attachment_100716\" align=\"alignnone\" width=\"1685\"]<img class=\"wp-image-100716 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-this-reward-requires-both-hands-2022-05-18-09_27_17-edit.png\" alt=\"Dunkin' In-Store Promotion\" width=\"1685\" height=\"3594\" \/> <em>For rewards members, Dunkin\u2019 offered bonus points (the equivalent of two drinks) to those customers who visited a Dunkin\u2019 location. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-reward-requires-both-hands\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Maybe there were new products they wanted customers to see in-store, maybe delivery fees were becoming too high. Whatever the reason was to get customers to visit a physical location, Dunkin\u2019 designed a promotional campaign with that goal in mind.<\/p>\r\n<h3>Segmenting Audiences<\/h3>\r\n<p>Like we said before, batch-and-blast promotional marketing just isn\u2019t it. The best part, though, is that it doesn\u2019t take much to elevate your promotional campaign. At the very least, you should be segmenting your audience to deliver content that resonates with each cohort. Audience segmentation is the first step in true customer personalization.<\/p>\r\n<p><a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a>, the music streaming service, understands the assignment when it comes to audience segmentation. Pop star, Olivia Rodrigo, released a limited edition cassette and, to promote the sale of the cassette, Spotify sent their email to the audience segment that listens to Olivia Rodrigo.<\/p>\r\n\r\n[caption id=\"attachment_100722\" align=\"alignnone\" width=\"1645\"]<img class=\"wp-image-100722 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-olivia-rodrigo-made-you-something-special-2022-05-18-09_46_55-edit.png\" alt=\"Spotify Olivia Rodrigo Segmented Promotional Campaign\" width=\"1645\" height=\"2805\" \/> <em>Spotify sent this segment-based email to Olivia Rodrigo fans, knowing that the cassette would sell better with this particular cohort. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/olivia-rodrigo-made-you-something-special\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Because Spotify collects zero-party data, they were able to easily identify the cohort that listens to Olivia\u2019s music and then, to garner the most engagement, used that information to send a promotional email. From the customer\u2019s end, this also has the impact of a highly personalized email because Spotify is paying attention to their data.<\/p>\r\n<h3>Using Real-Time Data<\/h3>\r\n<p>Audience segmentation is about using collected customer data, regardless of when the data has been gathered. Real-time data, however, utilizes a more as-it-happens approach, making immediate changes to marketing strategies based on consumer behavior.<\/p>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a real estate platform, uses customer search data to send hyper-individualized promotional campaigns. After a user has searched and saved homes, Zillow sends emails that feature the saved homes, show how the prices may have changed, and offer information on what\u2019s for sale and what\u2019s been sold near that home.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n[caption id=\"attachment_100728\" align=\"alignnone\" width=\"1645\"]<img class=\"size-full wp-image-100728\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity-2022-05-18-10_03_47-edit.png\" alt=\"Zillow promotional campaign\" width=\"1645\" height=\"3974\" \/> <em>Zillow sends individualized emails based on real-time events, keeping customers engaged. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Using real-time data is beneficial not only because it creates individualized content for each user, but also because it keeps the content dynamic to stay up-to-date and relevant. If a customer is actively looking at your site or app and then gets an email related to the content they\u2019re currently looking at, it\u2019s highly likely they\u2019ll engage with that email.<\/p>\r\n<h3>Promoting Cross-Channel<\/h3>\r\n<p>We\u2019ve talked a lot about promotional emails, but that\u2019s only the tip of the iceberg. Yes, email is a great channel for distributing promotional content, but it\u2019s not the only one. Brands can take advantage of other channels, like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, and direct mail, to create a unified, cross-channel experience that\u2019s tailored to the customer.<\/p>\r\n<p>Dog accessory brand, <a href=\"https:\/\/wildone.com\/\" target=\"_blank\" rel=\"noopener\">Wild One<\/a>, takes full advantage of using <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a> for promotional campaigns. In fact, to get customers to opt-in (<a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">a requirement for SMS<\/a>), they offer a 15% discount upon signing up.<\/p>\r\n\r\n[caption id=\"attachment_100753\" align=\"alignnone\" width=\"1010\"]<img class=\"wp-image-100753 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-2.-Example1-1.png\" alt=\"Wild One SMS Promotional Campaign\" width=\"1010\" height=\"670\" \/> <em>Wild One uses SMS to send promotional content like discounts and new product releases.<\/em>[\/caption]\r\n\r\n<p>What\u2019s especially appealing about Wild One\u2019s cross-channel strategy is the fact that they don\u2019t duplicate the promotional content they distribute. They understand that on the receiving end of these SMS messages is the same user who receives promotional email, so why send the same message twice? Promotional emails are meant to educate, engage, and sell\u2014not annoy.<\/p>\r\n<h3>Make It Easy for Customers to Like You<\/h3>\r\n<p>Promotional campaigns are designed to continuously promote your brand\u2014who you are, what you sell, and what\u2019s new. The trick is making it easy for customers to like your brand. A lot of the time customers can feel inundated with promotional content (heck, there\u2019s a whole tab that separates promotional emails in Gmail), so you\u2019ll need to find a way to make your messages stand out.<\/p>\r\n<p>With a clear goal, segmentation, real-time responsiveness, and a cross-channel strategy in place, your promotional campaigns will resonate with the right customers and improve their overall experience to keep them coming back for more.<\/p>\r\n<p><em>To learn more about promotional campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Promotional Campaigns","post_excerpt":"The key elements to consider for a promotional campaign are: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2022-05-18 16:06:40","post_modified_gmt":"2022-05-18 23:06:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100715","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"promotional campaigns\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-promotional-campaigns\/"},{"ID":100681,"post_author":"79","post_date":"2022-05-17 11:33:27","post_date_gmt":"2022-05-17 18:33:27","post_content":"<p>For those of you who aren\u2019t intimately familiar with Iterable <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d This is the place within the Iterable platform where marketers build a variety of customer journeys like welcome flows, purchase follow-ups, abandoned cart sequences, and re-engagement flows. This is where the magic happens.<\/p>\r\n<p>What looks like a beautiful refresh to our well-worn and well-loved Workflow Studio, is in fact a complete rewrite of every feature and every interaction. Why overhaul Iterable Studio? Marketers spend a lot of time building, tweaking, and reviewing performance of their journeys. As one of Iterable\u2019s most used products, we wanted Studio to sing!<\/p>\r\n<h3>The Updates<\/h3>\r\n<p>While many of our customers had gotten used to the old design, and had plenty of habits and workarounds to make it work the way they wanted, the experience of building out workflows felt stodgy, where <strong>we wanted light, easy, delightful, and joy-inducing<\/strong>.<\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/conchan\/\" target=\"_blank\" rel=\"noopener\">Connie Chan<\/a>, our designer extraordinaire, reinvented how a user would interact with Studio, leveraging our new design language, <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora<\/a>. The goal: to make it much easier and faster for marketers to build out their journeys by adding lots of space, intuitive patterns, and all of the needed resources. Throughout the process, she asked customers to play with prototypes to confirm their understanding of updates to the user experience and determine ways we could make it even easier to use.<\/p>\r\n<p>We also wanted to make sure that we were using language that made sense and felt good. Along with a dated design, the old Workflow Studio used a lot of jargon\u2014workflows, nodes, fields match, field split, oh my! We worked with our docs writer, <a href=\"https:\/\/www.linkedin.com\/in\/elizabeth-mills-4b0b8a5a\/\" target=\"_blank\" rel=\"noopener\">Elizabeth Mills<\/a>, who not only helped us include more user-friendly language, she also worked with Connie and I to explore user interactions, to make sure they were as simple as possible. As we worked to update the language in Studio, we interviewed our customers to find out which words best aligned with their function.<\/p>\r\n<h3>Getting User Feedback<\/h3>\r\n<p>It was important to start <strong>getting user feedback as early as possible<\/strong>\u2014not just through prototypes and interviews, but directly from marketers using the new Studio.To that end, we decided to launch our beta with a subset of the full Studio functionality. We focused on building out the most critical features first and gave marketers the ability to hop back and forth between the classic Workflow Studio and the new Studio, so that their work wouldn\u2019t be interrupted, and we could still learn as much as possible.<\/p>\r\n<p>We learned how our customers interacted with the new Studio over zoom kick-off calls, where they shared their screen and all of the places they stumbled. This gave us great insights into what was easy to understand and what we needed to rework.<\/p>\r\n<p>In March we opened the floodgates, giving everyone the opportunity to try out the new Studio\u2014and we learned a lot more! Every customer is unique, with different ways of using data and configuring journeys, and we definitely found opportunities to further improve Studio.<\/p>\r\n<p>And now, the new Studio is the only Studio. The old Workflow Studio is enjoying retirement.\ud83c\udf34<\/p>\r\n<h3>New Features in Iterable Studio<\/h3>\r\n<p>What are some of the features we\u2019re most excited about? Besides the gorgeous design?! Here are my favorites:<\/p>\r\n<ul>\r\n\t<li><strong>Send to Journey<\/strong>: We\u2019ve made it super easy to flow users from one journey to another. You can create a new journey to send users to, right within the journey you\u2019re building, and they\u2019ll be automatically linked.<\/li>\r\n\t<li><strong>Notes<\/strong>: With notes, you can remind yourself why you set something up a certain way, collaborate with others, ask for reviews, and just generally better document the robust, impressively complicated journeys you\u2019re building! We\u2019re so thrilled to be able to help with this new feature.<\/li>\r\n\t<li><strong>Analytics in Studio<\/strong>: With analytics in studio, it\u2019s much easier to compare metrics across campaigns so you can see opportunities for optimization.<\/li>\r\n<\/ul>\r\n<p>What\u2019s even more exciting? The new Iterable Studio is much easier to build upon. <strong>We\u2019ve got a slew of new features coming to Studio<\/strong> that we can\u2019t wait to share with you. Here\u2019s what\u2019s coming soon:<\/p>\r\n<ul>\r\n\t<li><strong>Drafts<\/strong>: Drafts allow you to edit a journey in the background while your users continue through the published version of your journey as usual. Edit some tiles, get a teammate to review your draft, and publish your changes when you're ready.<\/li>\r\n\t<li><strong>Tilesets<\/strong>: Build journeys quickly and more efficiently by dropping in common patterns that you use a lot. Tilesets are a collection of tiles, connectors, and notes that you can create from a journey you\u2019ve previously built. You can insert a tileset into any journey that you are building (within the same project). This was a <a href=\"https:\/\/iterable.com\/blog\/celebrating-world-creativity-innovation-day-with-hack-week\/\" target=\"_blank\" rel=\"noopener\">Hack Week<\/a> project, dreamt up by our genius engineers who were looking for a way to simplify your process. I definitely work with a dream team!<\/li>\r\n\t<li><strong>Exit Rules<\/strong>: Set rules that, when matched, will exit customers from a journey. For example, once a customer has made a purchase, you might want to remove them from the abandoned cart journey that they were moving through.<\/li>\r\n<\/ul>\r\n<p>This is just the start\u2014we have a LOT more in the works and coming your way soon. We really hope that you\u2019re loving the new Iterable Studio, and are excited about what\u2019s coming. And, if you are using the new Studio, we\u2019d love to hear from you! Use the feedback button in Studio to share your thoughts. We take your feedback very seriously so please, keep it coming!<\/p>\r\n<p><em>Want to get your eyes on the new Studio? Check out our <a href=\"https:\/\/iterable.com\/blog\/iterable-spring-product-showcase-recap-harmonized-experiences\/\" target=\"_blank\" rel=\"noopener\">Spring release webinar<\/a>.<\/em><\/p>","post_title":"How the New Iterable Studio was Born","post_excerpt":"For those of you who aren\u2019t intimately familiar with Iterable Studio, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-the-new-iterable-studio-was-born","to_ping":"","pinged":"","post_modified":"2022-07-20 12:06:09","post_modified_gmt":"2022-07-20 19:06:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100681","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/051722_Studio-Laucn_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Studio\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-the-new-iterable-studio-was-born\/"},{"ID":100642,"post_author":"79","post_date":"2022-05-16 13:50:21","post_date_gmt":"2022-05-16 20:50:21","post_content":"<p>We\u2019re just over a week away from Activate Summit Europe. To help prep you, we thought it\u2019d be nice to do a deep dive into each of the speaking tracks. We\u2019ve already covered the \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Building a Better Customer Experience<\/a>\u201d track, which offers more tactical, strategic content and, in this post, we\u2019re going to focus on the \u201cMarketing to a Modern Customer\u201d track. In contrast, this track offers more thought leadership content. With external speakers in addition to customers and partners, this track offers outside perspectives to help spark inspiration.<\/p>\r\n<p>That\u2019s not all, though. To supplement our tracks, our keynote sessions will offer insights into Iterable, audience engagement, and email marketing. Let\u2019s get a closer look at each keynote and the track sessions.<\/p>\r\n<h4>Delivering Joy at Scale<\/h4>\r\n<p>We\u2019ll start the day with an Iterable-led keynote. We want to welcome you to Activate, share Iterable product news, and, of course, set expectations for the rest of the day. In our opening keynote, we\u2019ll discuss how to create joyful interactions with your customers at the individual level and how the Iterable customer activation platform enables you to do so.<\/p>\r\n<h4>Engagement and Audience Connection in a Digital World: A Conversation with Fearne Cotton<\/h4>\r\n<p>She\u2019s presented some of Britain\u2019s biggest shows, and, after lunch, Fearne Cotton will take the Activate stage. Fearne has engaged with an audience of millions in a way few have. In this conversation, you\u2019ll hear how she adapted to an increasingly digital world while maintaining an endearing, relatable connection of lasting impact. Join Fearne as she dives into what it takes for brands today to instill joy and happiness into their consumer-brand relationships.<\/p>\r\n<h4>What Makes a Really Good Email?<\/h4>\r\n<p>To close the day, you\u2019ll hear from Really Good Email\u2019s Head of Community, Matt Helbig, and Co-Founder, Mike Nelson. They\u2019ll help answer the question \u201cWhat makes a really good email?\u201d In this interactive session, Matt and Mike will take a closer look at some of their favorite emails, show you how to bring joy in your emails, and even analyze a few audience members\u2019 emails live.<\/p>\r\n<h3>Back on Track(s)<\/h3>\r\n<p>The bulk of the day, though, will be led by our speaker tracks. Each session is tailored to not only align with each speakers\u2019 strengths, but tell a story as the day progresses. With everything from AI to humanising your brand, this track will provide the answers to your burning marketing questions.<\/p>\r\n<h4>Leverage CRM as a Hub for Strategic Customer Innovation<\/h4>\r\n<p>The first session in this track will be presented by UNiDAYS\u2019 VP of Data &amp; Insight, Tamara Castelli. Hyper-informed, hyper-connected consumers means massive expectations. It also means a lot more data for brands to work with. In this session, Tamara will show you how to activate this information and use data science in your CRM to improve campaign personalisation.<\/p>\r\n<h4>Getting Ahead: Harnessing AI to Improve the Customer Experience<\/h4>\r\n<p>We\u2019ve only just scratched the surface of the benefits of AI for improving the customer experience. In this session, Katie King, Author and CEO of AI in Business, will cover the current landscape and core ethical considerations you have to take into account when incorporating AI in your marketing.<\/p>\r\n<h4>Humanising Your Brand for a Deeper Connection with Your Audience<\/h4>\r\n<p>At the end of the day, we\u2019re all people, right? Toucan\u2019s CEO, Matt Crate, will walk through what it means to humanise your brand and why it can have such an impact on building relationships and, eventually, your brand\u2019s bottom line. Customers today are looking to identify the people behind the logos. Who is making the decisions? What does your brand really stand for? Matt will show you how.<\/p>\r\n<h4>How Tottenham Hotspur is Solving Data Chaos and Delivering a Data-Driven Fan Experience<\/h4>\r\n<p>In a joint partner and customer session, Michael Katz, CEO &amp; Co-Founder of mParticle, and Adam Griffiths, CRM &amp; Marketing Operations Manager of Tottenham Hotspur FC, discuss how customers can turn data chaos into data order with an adaptable, scalable customer data infrastructure. Plus hear how Tottenham is leveraging mParticle to accelerate their time to data value and personalize the fan experience.<\/p>\r\n<h3>Track Takeaways<\/h3>\r\n<p>This track is all about the big picture ideas. While \u201cBuilding a Better Customer Experience\u201d is all about the why and the how, this track focuses on the what and the who. What is the new trend, topic, or idea? Who should be trying it? Who does it impact? When leaving these sessions you should feel empowered and inspired to create marketing greatness.<\/p>\r\n<h3>On the Right Track<\/h3>\r\n<p>With two tracks, multiple sessions, and three keynote presentations, there\u2019s a wealth of knowledge to be extracted from Activate Summit Europe.<\/p>\r\n<p>If you\u2019re already registered, you\u2019re on the right track. In just over a week you\u2019ll be at an in-person event in London, rubbing elbows with marketing professionals and experts. If you\u2019re not registered, what are you waiting for?<\/p>\r\n<p><em>Don\u2019t pass up on the opportunity to be part of the conversation! <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit Europe now<\/a>.<\/em><\/p>","post_title":"Activate Summit Europe: Marketing to the Modern Customer","post_excerpt":"The \u201cMarketing to a Modern Customer\u201d track at Activate Summit Europe offers thought leadership content and outside perspectives.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-europe-marketing-to-the-modern-customer","to_ping":"","pinged":"","post_modified":"2022-07-06 14:29:59","post_modified_gmt":"2022-07-06 21:29:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100642","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-europe-marketing-to-the-modern-customer\/"},{"ID":100613,"post_author":"79","post_date":"2022-05-13 09:35:03","post_date_gmt":"2022-05-13 16:35:03","post_content":"<p>On May 3rd, 2022, a <a href=\"https:\/\/www.politico.com\/news\/2022\/05\/02\/supreme-court-abortion-draft-opinion-00029473\" target=\"_blank\" rel=\"noopener\">leaked draft opinion<\/a> by Justice Samuel A. Alito, Jr. indicated the Supreme Court\u2019s potential to overturn the landmark <a href=\"https:\/\/www.britannica.com\/event\/Roe-v-Wade\" target=\"_blank\" rel=\"noopener\">1973 Roe v. Wade decision<\/a>\u2014the case decision that enabled the constitutional right to choose reproductive services in the United States. And, as recent as May 11th, 2022, the Senate <a href=\"https:\/\/www.npr.org\/2022\/05\/11\/1097980529\/senate-to-vote-on-a-bill-that-codifies-abortion-protections-but-it-will-likely-f\" target=\"_blank\" rel=\"noopener\">failed to pass<\/a> the Women\u2019s Health Protection Act\u2014an attempt to codify Roe v. Wade.<\/p>\r\n<p>Restrictions to reproductive healthcare have historically been used to silence and restrict women and continue to impact individuals of all genders and identities. At this time, no official decision has been issued by the Supreme Court, which means it is time to speak up.<\/p>\r\n<p>If this opinion draft becomes reality, <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">26 states<\/a> could quickly move to ban abortion\u2014some able to do so immediately. Over <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">36 million Americans<\/a> will lose their reproductive right to choose the best healthcare for themselves and their families. This decision would also disproportionately impact underrepresented groups in the U.S.: 5.7 million Hispanic or Latino people; 5.3 million Black people; 1.1 million Asian people; and roughly 340,000 American Indian or Alaska Native people. Millions of individuals stripped of access to a human right.<\/p>\r\n<p>In a recent company-wide Town Hall, Iterable CEO and co-founder Andrew Boni took the time to support reproductive rights and access to the healthcare that so many rely on by asserting that \u201creproductive rights are human rights.\u201d A sentiment that was echoed across the globe as our employees encouraged and supported each other at Town Hall and on our employee-led affinity group platforms.<\/p>\r\n<p>Dozens and dozens of our employees spoke up and showed up by offering their homes and transportation in aid of their colleagues\u2014no matter the distance\u2014to make sure their peers received the essential care they so rightly deserve. In a time when so many are staying silent\u2014or speaking with the intent to harm\u2014I am beyond proud of Iterable\u2019s leadership and my fellow Iterators around the globe who have mobilized to embrace our organization\u2019s values and fortify our community\u2014a community of colleagues that speaks up for one another, the betterment of the individual, our company, and humanity at large.<\/p>\r\n<p>However, I do recognize that not everyone feels this way and that everyone has the right to express their views. It\u2019s important we approach this subject with kindness and understanding and that we engage in dialogue. Standing for reproductive rights does not mean we reject other views.<\/p>\r\n<h3>A Time to Support One Another<\/h3>\r\n<p>Our organization has taken multiple steps to enable access to reproductive healthcare. We have access to flexible time off, comprehensive health insurance, ample parental leave, discounts on wellness services, and employee assistance programs.<\/p>\r\n<p>Iterable has also contributed to the Planned Parenthood Action Fund and has an employee charitable matching program in place to amplify any donations made by employees.<\/p>\r\n<p>As Iterable\u2019s Head of DEI, it is my charge to advocate for our employees, partners, and customers who are all a valued part of our community. It is my moral obligation to speak up in the face of injustice and provide space and compassion for people. I, along with many others, am facing these uncertain times with courage and I am assured that Iterable stands with us in solidarity.<\/p>\r\n<p>As part of Andrew\u2019s message, he provided the following information and resources for those looking to get involved:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/secure.everyaction.com\/p\/OI2Z5GAHI0O9oMtYGmLaIg2\" target=\"_blank\" rel=\"noopener\">Contact your local officials<\/a>. Let your officials hear your voice ahead of an official decision.<\/li>\r\n\t<li>Spread the word by promoting trusted <a href=\"https:\/\/www.plannedparenthoodaction.org\/issues\/abortion\" target=\"_blank\" rel=\"noopener\">information and resources<\/a> regarding the importance of access to safe, legal abortions.<\/li>\r\n\t<li>Get involved by advocating for reproductive rights with organizations like <a href=\"https:\/\/reproductiverights.org\/get-involved\/\" target=\"_blank\" rel=\"noopener\">The Center for Reproductive Rights<\/a>.<\/li>\r\n\t<li>Support organizations, like <a href=\"https:\/\/www.plannedparenthood.org\/\" target=\"_blank\" rel=\"noopener\">Planned Parenthood<\/a>, that consistently advocate for access to reproductive healthcare<\/li>\r\n<\/ul>\r\n<p>Support and allyship come in many forms and one of the best ways to show your support is to reach out to your friends, family, and loved ones who are directly impacted by <a href=\"https:\/\/www.guttmacher.org\/state-policy\/explore\/overview-abortion-laws\" target=\"_blank\" rel=\"noopener\">current restrictions<\/a>.<\/p>\r\n<p>Prioritize your mental health and take time for yourself. It is easy to get wrapped up in everything happening around us and forget to take a moment to check in with ourselves. Platforms like <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> are an easy way to practice mindfulness.<\/p>\r\n<p>This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.<br \/>\r\n<br \/>\r\nStay safe. Uplift one another. And speak up.<\/p>","post_title":"Supporting Reproductive Rights for All","post_excerpt":"This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.\r\n","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"supporting-reproductive-rights-for-all","to_ping":"","pinged":"","post_modified":"2022-05-13 09:35:03","post_modified_gmt":"2022-05-13 16:35:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100613","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 13, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"reproductive rights\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/supporting-reproductive-rights-for-all\/"},{"ID":100586,"post_author":"79","post_date":"2022-05-12 11:52:59","post_date_gmt":"2022-05-12 18:52:59","post_content":"<p>Churn is only a good thing when we\u2019re talking about ice cream. When you\u2019re developing an app, churn can be your nemesis. According to <a href=\"https:\/\/techcrunch.com\/2020\/09\/18\/are-high-churn-rates-depressing-earnings-for-app-developers\/#:~:text=According%20to%20our%20data%2C%20the,months%2C%20then%20it%20tapers%20off.\" target=\"_blank\" rel=\"noopener\">Tech Crunch<\/a>, the median churn rate for subscription apps is 13% for monthly subscribers (higher in the first few months) and around 50% for annual subscribers. The good news is that while some subscriber churn is inevitable, there are proven strategies you can use to combat churn before it happens.<\/p>\r\n<h3>Defining Subscriber Churn<\/h3>\r\n<p>The simplest way to define subscriber churn is to look at the percentage of subscriptions that were lost during a given period and never resubscribed.<\/p>\r\n<p>Churn = (Number of subscriptions expired or canceled during time period \u2013 Re-subscriptions) \/ (Number of subscriptions at the start of the time period) * 100<\/p>\r\n<p>It\u2019s also important to track cohorts when you look at your churn numbers. By <a href=\"https:\/\/iterable.com\/blog\/churn-baby-churn-analyzing-and-segmenting-customer-churn\/\" target=\"_blank\" rel=\"noopener\">segmenting<\/a> your users, say, by stage in the lifecycle journey, for example, you would be able to see how many users abandoned their free trial, unsubscribed shortly after converting to a paid subscription, or let their subscription expire after several years. If you offer a monthly versus. an annual plan, and if you have various product tiers, it\u2019s also important to be able to segment your metrics by each offering.<\/p>\r\n<h3>Measuring Churn Across Channels<\/h3>\r\n<p>Most product marketing and growth teams will be familiar with the concept that you can\u2019t improve what you don\u2019t measure. So, the first step into fighting subscriber churn is to track activity and dig into the numbers to understand where and why it\u2019s happening.<\/p>\r\n<p>If your app supports multiple platforms, it\u2019s essential to have the full picture of where your churn is happening across iOS, Android, and the web. If you only track events that happen within your app, for example, you may miss a good portion of churned users on other channels. Subscription cancellations often occur outside of the app, such as over the web or via email.<\/p>\r\n<p>Plus, you\u2019ll most likely want to use different strategies and messages for different channels, since users will come to mobile or web with different goals and needs. And, every channel has its own technical nuances and specifications. (This is why we partnered with Iterable. Now, your marketing teams don\u2019t have to manage this complexity and can focus on crafting the perfect message for each stage in the user\u2019s journey.)<\/p>\r\n<h3>Combat Churn Before It Happens<\/h3>\r\n<p>Once you have a handle on where your churn is happening, you can start to create a prioritized plan. Your strategies for making sure subscribers don\u2019t churn in the first place will depend on where it\u2019s occurring in the buyer funnel.<\/p>\r\n<h4>Trial Canceled<\/h4>\r\n<p>If your app provides a free trial, you\u2019ll most likely see much of your churn happening in users who cancel their trial and\/or don\u2019t convert to a paid subscription. This might come down to the product experience. For example, <a href=\"https:\/\/www.wyzowl.com\/customer-onboarding-statistics\/\" target=\"_blank\" rel=\"noopener\">80% of users<\/a> say they\u2019ve deleted an app because they didn\u2019t know how to use it. If you can determine that users are churning before they even complete your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">onboarding<\/a> flow, you\u2019ll know you need to tweak the in-product experience. You can also use omni-channel messages to encourage users to complete the onboarding process\u2014for example, \u201cone last step to go!\u201d<\/p>\r\n<p>It\u2019s essential to make a great first impression, so when a user is trying out your subscription service, make sure to keep engaging them in ways that build brand trust and loyalty. If they encounter any problems, be sure to have an option for in-product customer support.<\/p>\r\n<h4>Billing Issue<\/h4>\r\n<p>According to a recent study, <a href=\"https:\/\/www.pymnts.com\/subscription-commerce\/2021\/27-of-subscription-customers-had-a-payment-issue-in-the-last-year\/\" target=\"_blank\" rel=\"noopener\">27% of subscription customers experienced a payment issue<\/a> in the last year. When customers can\u2019t pay for your product or can\u2019t easily fix the billing information that you have on file, you\u2019re going to see churn as a result. It\u2019s important to identify billing issues when they happen, so you can follow up with the right messaging and make sure that any problems are quickly rectified.<\/p>\r\n<h4>Monthly Subscribers Canceled<\/h4>\r\n<p>It\u2019s most common for users to cancel <a href=\"https:\/\/techcrunch.com\/2020\/09\/18\/are-high-churn-rates-depressing-earnings-for-app-developers\/#:~:text=According%20to%20our%20data%2C%20the,months%2C%20then%20it%20tapers%20off.\" target=\"_blank\" rel=\"noopener\">within the first few months<\/a> of a paid subscription (they might have intended to cancel their free trial, but missed the window). For that reason, it\u2019s important to keep new monthly subscribers engaged with what you have to offer. You can essentially treat the first few months of a subscription as an extended onboarding period for VIPs.<\/p>\r\n<p>Common strategies include marketing new premium features using push notifications, or sending invitations to exclusive subscriber-only events, webinars, or previews. With cross-channel communication, it\u2019s easy to reach your subscribers in the ways that work best for them.<\/p>\r\n<h4>Annual Subscribers Canceled<\/h4>\r\n<p>Annual subscribers may require slightly different tactics, since it\u2019s most common for them to churn at the end of the first year of using your service. Email marketing is one way to keep subscribers engaged with descriptions of new and upcoming premium features. Offering a discount on the annual subscription in the weeks before their subscription is set to expire can also be highly effective.<\/p>\r\n<h3>After Churn Happens: Running Winback Campaigns<\/h3>\r\n<p>When you inevitably do have subscribers cancel, you can try to retarget them with <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback campaigns<\/a>. Not all hope is lost: one recent case study found that apps that sent emails to churned customers <a href=\"https:\/\/clevertap.com\/blog\/beating-mobile-churn-rate\/\" target=\"_blank\" rel=\"noopener\">won back over 20% of their customer base<\/a>. To run an effective winback or re-engagement campaign, it can be useful to ask the subscriber why they\u2019ve decided to cancel.<\/p>\r\n<p>This allows you to personalize your strategy. For instance, you might choose to offer a discount for someone who found the subscription too expensive. The right customer information gives you the ability to build individualized interactions and deliver follow-up messages that speak to each person.<\/p>\r\n<h3>How Iterable\u2019s RevenueCat Integration Can Help<\/h3>\r\n<p>Using Iterable with <a href=\"https:\/\/www.revenuecat.com\/?utm_source=iterable&amp;utm_medium=partnership&amp;utm_campaign=guest_blog_post\" target=\"_blank\" rel=\"noopener\">RevenueCat<\/a> is a great way to arm yourself with the tools you\u2019ll need to reduce subscriber churn. RevenueCat takes care of all the in-app payment infrastructure for your app and provides built-in subscription lifecycle <a href=\"https:\/\/docs.revenuecat.com\/docs\/charts?utm_source=iterable&amp;utm_medium=partnership&amp;utm_campaign=guest_blog_post\" target=\"_blank\" rel=\"noopener\">analytics<\/a> to track churn, trial conversions, and retention. You can easily slice and dice by specific cohorts and conversion channels. The data is always synced and merged across platforms in near real-time, capturing every event that happens with your mobile subscribers.<\/p>\r\n<p>To start running a targeted anti-churn campaign for your app, it\u2019s just a matter of sending RevenueCat\u2019s subscriber lifecycle events to Iterable. In just a few clicks you can set up RevenueCat to send subscriber events like \u201cTrial Canceled,\u201d \u201cBilling Issue,\u201d \u201cCancellation,\u201d and \u201cExpiration\u201d to Iterable. Then, you can use these events to trigger personalized cross-channel messages, and even layer data from Iterable to further segment your messaging.<br \/>\r\n<br \/>\r\nUnderstanding your customer and how they prefer to interact with your brand is half the battle. Having the right marketing infrastructure in place, consolidating tools into a single source of truth, bridges the gap between data and activation. With data being used to benefit the customer experience, you\u2019ll increase customer loyalty and reduce subscriber churn.<\/p>\r\n<p><em>Interested in learning more about this partnership? <a href=\"https:\/\/iterable.com\/partners\/revenuecat\/\" target=\"_blank\" rel=\"noopener\">Check it out<\/a>.<\/em><\/p>","post_title":"Getting Tactical About Subscriber Churn","post_excerpt":"While some subscriber churn is inevitable, there are proven strategies you can use to combat churn before it happens.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"getting-tactical-about-subscriber-churn","to_ping":"","pinged":"","post_modified":"2022-05-12 11:52:59","post_modified_gmt":"2022-05-12 18:52:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100586","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Subscriber Churn\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/getting-tactical-about-subscriber-churn\/"},{"ID":100560,"post_author":"79","post_date":"2022-05-11 10:25:57","post_date_gmt":"2022-05-11 17:25:57","post_content":"<p>Activate Summit Europe is almost here! We gave you <a href=\"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-europe\/\" target=\"_blank\" rel=\"noopener\">five reasons to attend<\/a> and one of those reasons was our speaker tracks. There will be two speaker tracks at Activate Summit Europe. One track will focus on Marketing to the Modern Customer and includes thought leadership from partners, customers, and external experts. But in this post, we\u2019re focusing on the other track: Building a Better Customer Experience.<\/p>\r\n<h3>Don\u2019t Miss Our Workshops<\/h3>\r\n<p>Before we dive into the sessions in this track, let\u2019s not skip over what happens the day before the conference even kicks off. On Wednesday, 25th May, as a conference amuse-bouche to whet your marketing palate, there are two Iterable-centric workshops.<\/p>\r\n<p>New to the Iterable platform? Interested in a refresh of the basics? The Iterable Foundations workshop is for you. Or, maybe you\u2019re an Iterable wizard looking to expand upon the ways you currently use the Iterable platform. If that\u2019s the case, join us for the Iterable Advanced workshop. In either workshop you\u2019ll leave with tangible takeaways to help you navigate the Iterable platform.<\/p>\r\n<p>The next day, however, is when the majority of the conference takes place. Let\u2019s take a look at what you can expect.<\/p>\r\n<h3>A Perfect Track Record<\/h3>\r\n<p>By blending sessions from partners, customers, and external experts, you\u2019ll get a well-rounded perspective on how to build a better customer experience. Each session will leave you with valuable takeaways and insights that you\u2019ll only get at Activate.<\/p>\r\n<p>The Building a Better Customer Experience track is a more tactical look at how our customers and partners develop and execute their marketing strategies. From building customer journeys to scaling internationally, this track has the actionable advice you need to elevate your customer experience.<\/p>\r\n<p>Let\u2019s take a closer look at the sessions being offered in this track.<\/p>\r\n<h4>Why Establishing a Customer Journey Matters<\/h4>\r\n<p>To start the day, WeTransfer\u2019s Senior Email Marketing Manager, Ornella Gallo, will explain how to build a customer journey and why customer journeys are crucial for your marketing strategy. By combining real-life examples and supporting data, Ornella will take you on your own journey as you listen to her session.<\/p>\r\n<h4>Designing an Acquisition Journey to Encourage Retention<\/h4>\r\n<p>After Ornella\u2019s presentation, Blockchain\u2019s Growth Marketing Manager, Indi Pollard, takes the stage to talk about everyone\u2019s favorite dynamic duo: acquisition and retention. But this time, with a twist. Indi will explain some strategies for designing an acquisition journey that not only captures the attention of new customers, but keeps them engaged, turning them into loyal customers.<\/p>\r\n<h4>5 Levers to Help You Grow Your Business Across Borders<\/h4>\r\n<p>To build up your appetite for scalability (and lunch), Jen Lang, Chief Customer Officer of Secret Escapes, will walk through five levers that can help your brand succeed when it comes to scaling globally. Jen will share her first-hand experiences with scalability in the hospitality industry and why, especially in a post-pandemic world, there are a variety of implications to consider when scaling internationally.<\/p>\r\n<h4>Combining Data, Tech, and Processes<\/h4>\r\n<p>After lunch, Wolt\u2019s Head of Marketing Automation, Adrian Gray, will take us through the three keys to marketing automation: data, tech, and processes. Adrian will explain what the right data is and how to get it, what problems you may be having and how to solve them with the right tech, and lastly, how CRM impacts the rest of your business.<\/p>\r\n<h4>Impactful Email Experiences Through Inclusivity and Accessibility<\/h4>\r\n<p>Then, in a SparkPost-sponsored session, Elliot Ross, of Taxi for Email by SparkPost, takes the floor to talk about inclusivity and accessibility in email marketing. In this session you\u2019ll learn what steps your team needs to take to create an accessible, inclusive email marketing strategy that builds a better experience for all of your customers.<\/p>\r\n<h3>Track Takeaways<\/h3>\r\n<p>Like we mentioned, this track is meant to provide more tactical takeaways. You should leave most, if not all, of these sessions with actionable next steps to help you elevate your current marketing strategy. These sessions will talk about the technology involved in these processes and the results of implementing some of these marketing tactics. You\u2019ll get a sense of the how and the why.<\/p>\r\n<p>Ask questions, dig deeper, and network with other marketing professionals to create a list of things to try when you\u2019re back at your desk.<\/p>\r\n<h3>Are You Keeping Track?<\/h3>\r\n<p>Phewf, that was a lot of information. And that\u2019s only half of it! You\u2019ll be able to bounce between this and the Marketing to the Modern Customer track to curate a conference that meets your needs. We\u2019re all about personalisation.<\/p>\r\n<p>Plus, there\u2019s even more happening beyond these track sessions. In addition to a morning keynote, featuring some Iterable product news, we\u2019ll also have two afternoon keynotes and a happy hour where you can mingle and mix with fellow marketing experts.<\/p>\r\n<p><em>Don\u2019t pass up on the opportunity to be part of the conversation! <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit Europe now<\/a>.<\/em><\/p>","post_title":"Activate Summit Europe: Building a Better Customer Experience","post_excerpt":"Activate Summit Europe is almost here! In this post, we\u2019re focusing on the \"Building a Better Customer Experience\" speaker track.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-europe-building-a-better-customer-experience","to_ping":"","pinged":"","post_modified":"2022-05-11 10:25:57","post_modified_gmt":"2022-05-11 17:25:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100560","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe Track\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/"},{"ID":100533,"post_author":"79","post_date":"2022-05-10 11:52:42","post_date_gmt":"2022-05-10 18:52:42","post_content":"<p>May is Asian American and Pacific Islander (AAPI) Heritage Month. A month where, especially in the wake of the <a href=\"https:\/\/caasf.org\/stop-aapi-hate\/\" target=\"_blank\" rel=\"noopener\">unprecedented rise of anti-AAPI racism<\/a>, we celebrate the AAPI history and culture. Why May? Well, according to <a href=\"https:\/\/www.npr.org\/2022\/05\/02\/1095812576\/aapi-asian-pacific-heritage-month-origin-may-why\" target=\"_blank\" rel=\"noopener\">NPR<\/a>, there are two dates in May that hold great significance with the AAPI community: May 7th, 1843, the day when the first Japanese immigrants came to the US, and May 10, 1869, which marks the completion of the first transcontinental railroad\u2014built with significant contributions from Chinese workers.\u00a0<\/p>\r\n<p>Each year, the month has a dedicated theme and the theme this year is \u201cAdvancing Leaders Through Collaboration.\u201d Cynthia Choi, co-executive director of <a href=\"https:\/\/twitter.com\/CAASanFrancisco\" target=\"_blank\" rel=\"noopener\">Chinese for Affirmative Action<\/a> and co-founder of <a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop AAPI Hate<\/a>, told <a href=\"https:\/\/www.npr.org\/2022\/05\/02\/1095812576\/aapi-asian-pacific-heritage-month-origin-may-why\" target=\"_blank\" rel=\"noopener\">NPR<\/a>, \"This is a celebration of our history, of our culture...and all the different ways in which our community has really demonstrated that we're not only here to stay, we are a part of this fabric\u2014a part of this country.\"<\/p>\r\n<p>As a brand, showing support during AAPI Heritage Month means taking a vocal stand. In the past, brands may have shied away from sharing their beliefs but, today, customers expect more. As <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2021\/12\/27\/how-social-values-drive-consumers-to-brands\/?sh=4bdf9ed87425\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> said, \u201cBrands that integrate their ongoing commitment to doing better for the earth, communities, and individuals, into the core of their business can impact their bottom line while also effecting positive change around the globe.\u201d\u00a0<\/p>\r\n<p>Let\u2019s take a closer look at how brands are shifting their marketing strategies during AAPI Heritage Month.\u00a0<\/p>\r\n<h3>1. Collaborate with the AAPI Community<\/h3>\r\n<p><a href=\"https:\/\/getaway.house\/\" target=\"_blank\" rel=\"noopener\">Getaway<\/a>, a vacation rental brand, collaborated with AAPI leaders and customers to celebrate the month. In their email they highlight three members of the AAPI community and showcase their skills\u2014each with a different story.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100534\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100534\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_GetawayImg.png\" alt=\"Getaway AAPI Heritage Month\" width=\"801\" height=\"680\" \/> <em>Getaway highlights AAPI influencers and shares their stories. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/uplifting-aapi-voices-this-month-and-every-month\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Each story is a <a href=\"https:\/\/journal.getaway.house\/category\/features\/featured-guests\/\" target=\"_blank\" rel=\"noopener\">journal entry<\/a> on the Getaway site. This collaboration advances the leadership of these influencers, bringing their experiences to the forefront and sharing their talents. Getaway does a nice job of blending their brand and vision with support of the AAPI community. In addition to celebrating these stories, Getaway has a CTA at the bottom, allowing customers to take their own action in support of the AAPI community.<\/p>\r\n<h3>2. Highlight AAPI Creators and AAPI-Owned Brands<\/h3>\r\n<p><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\">Uncommon Goods<\/a>, an online retailer, sources their unique items from a variety of different artists and creators. For AAPI Heritage Month, Uncommon Goods used their marketing emails to highlight curated items created by AAPI business owners\u2014with everything from dumpling kits to bookends. To expand upon this email, Uncommon Goods also created a <a href=\"https:\/\/www.uncommongoods.com\/sets\/AAPI-heritage-month?q=xaapix&amp;n=180&amp;p=1&amp;sv_emopen=true&amp;sv_svemi=%25%25elink%25%25&amp;cm_source=19_20220505&amp;utm_campaign=body&amp;utm_medium=email&amp;utm_source=19_20220505&amp;utm_term=celebrate_aapi_heritage_month&amp;trk_msg=2QK3IPJE0L7KB6TPB5VUEU2D0K&amp;trk_contact=MSR6UF11PTBCG9N93O1PJ2P07C&amp;trk_sid=V4F6T7K7HMI0ML5M13B789IPLK&amp;trk_link=B3OTVI8R5HGKP1A9PKJLQJTMSG&amp;bxid=F4B2554284BF546FF4EB64D5E6\" target=\"_blank\" rel=\"noopener\">landing page<\/a> that features all of their products by AAPI creators. This gives customers an easy way to support the community while also shopping with a brand that does the same.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100540\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100540\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_UncommonGoodsImg.png\" alt=\"Uncommon Goods AAPI Email\" width=\"801\" height=\"680\" \/> <em>Uncommon Goods shared products by AAPI creators to highlight the variety of products on their site while still supporting and celebrating the community.\u00a0<\/em>[\/caption]\r\n\r\n<p>One recommendation for Uncommon Goods would be to make this a series. Rather than fitting all five stories in one email, one or two stories could have been a single email, giving each creator an \u201cabove-the-fold\u201d opportunity.<\/p>\r\n<h3>3. Individualize Content for Higher Engagement and AAPI Support<\/h3>\r\n<p>Lastly, we have the food delivery app, <a href=\"https:\/\/www.trycaviar.com\/en-US\" target=\"_blank\" rel=\"noopener\">Caviar<\/a>. Food is often synonymous with culture and, since Caviar is a food delivery service, they shifted this email to focus on AAPI-owned restaurants. In addition to offering a $5 coupon on any $20 order, expiring at the end of the month, Caviar used <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-email-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based email marketing<\/a> to customize <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a>.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100546\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100546\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_CaviarImg.png\" alt=\"Caviar Location-Based Email\" width=\"801\" height=\"622\" \/> <em>This email is short and to-the-point but features personalized, dynamic, and location-based content\u2014all in one field!<\/em>[\/caption]\r\n\r\n<p>Caviar is using customers\u2019 locations to feed personalized content. The bottom of this email mentions \u201clocal spots\u201d and features a list of restaurants in the Oakland, California area. Here, Caviar brilliantly cross-referenced AAPI-owned restaurants, zip codes, and a selected radius around the zip code to create a perfectly curated list of restaurant recommendations.\u00a0\u00a0<\/p>\r\n<p>You\u2019ll notice that all of these brands collaborated with and highlighted members of the AAPI community in ways that align with their businesses\u2014demonstrating <a href=\"https:\/\/www.entrepreneur.com\/article\/327631\" target=\"_blank\" rel=\"noopener\">authenticity<\/a>. When brands show support of a cause in a way that is disjointed and unrelated to the brand itself, it\u2019s almost like pandering to the audience. It can look like your brand is using the cause rather than supporting it. That\u2019s a good way to lose loyal customers. Be sure the way your brand collaborates with communities makes sense for both parties involved.\u00a0<\/p>\r\n<h3>How Iterable is Showing Support<\/h3>\r\n<p>We\u2019re not just talking the talk. We, too, want to be sure we\u2019re supporting the AAPI community this, and every, month. For AAPI Heritage Month, our Asians &amp; Pacific Islanders <a href=\"https:\/\/iterable.com\/culture\/#:~:text=Affinity%20Groups%20are%20employee%2Dcreated,their%20community%20and%20professional%20growth.\" target=\"_blank\" rel=\"noopener\">Affinity Group<\/a> is organizing museum visits for Iterators in each Iterable office location. This includes trips to the <a href=\"https:\/\/asianart.org\/\" target=\"_blank\" rel=\"noopener\">Asian Art Museum<\/a> in San Francisco, the <a href=\"https:\/\/www.denverartmuseum.org\/en\" target=\"_blank\" rel=\"noopener\">Denver Art Museum<\/a>, the <a href=\"https:\/\/rubinmuseum.org\/\" target=\"_blank\" rel=\"noopener\">Rubin Museum of Art<\/a> in New York, and the <a href=\"https:\/\/www.britishmuseum.org\/\" target=\"_blank\" rel=\"noopener\">British Museum<\/a> in London.\u00a0<\/p>\r\n<p>David Chang, one of the leaders of the API Affinity Group said, \u201cWe are looking forward to celebrating AAPI Heritage Month through our first in-person events. We established our Affinity Group during the pandemic and are excited to build relationships within our community. The museums and exhibits we chose are AAPI\/API themed, so we hope this will also be a learning experience for everyone. There is amazing depth and history in the API community. This is the perfect time to appreciate and reflect on what has become before us.\u201d\u00a0<\/p>\r\n<p>The Affinity Group is also organizing a virtual AAPI-themed trivia event as \"another way for us to share knowledge and learnings with the API Affinity Group and the rest of the company,\u201d said David, \u201cWe wanted to make sure we were inclusive to all of our remote folks and also do it in a fun, engaging way!\u201d<\/p>\r\n<h3>Taking a Stand<\/h3>\r\n<p>May is meant to bring awareness to\u2014and garner support for\u2014the AAPI community, but that support should last long after May ends. Let this month serve as a reminder for brands and customers to continuously advocate for the AAPI community and all underrepresented minorities.\u00a0<\/p>\r\n<p><em>If you\u2019re able, consider donating to <a href=\"https:\/\/stopaapihate.org\/actnow\/\" target=\"_blank\" rel=\"noopener\">Stop AAPI Hate<\/a> or one of the many <a href=\"https:\/\/www.distractify.com\/p\/aapi-charities-to-support\" target=\"_blank\" rel=\"noopener\">other charitable organizations<\/a> supporting the AAPI\/API communities.<\/em><\/p>","post_title":"Celebrating the AAPI Community","post_excerpt":"Let\u2019s take a closer look at how brands are shifting their marketing strategies during AAPI Heritage Month.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-the-aapi-community","to_ping":"","pinged":"","post_modified":"2022-05-10 11:52:42","post_modified_gmt":"2022-05-10 18:52:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100533","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/AAPI-Pride.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AAPI Heritage Month\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-the-aapi-community\/"},{"ID":100513,"post_author":"79","post_date":"2022-05-05 10:06:52","post_date_gmt":"2022-05-05 17:06:52","post_content":"<p>In 2019 we held our first ever <a href=\"https:\/\/iterable.com\/blog\/activate-london-top-takeaways-for-understanding-your-why\/\" target=\"_blank\" rel=\"noopener\">Activate London<\/a>. More than 100 marketing professionals from across the UK and Europe came together to explore the state of marketing.<\/p>\r\n<p>Since then\u2026well\u2026a lot has changed. We haven\u2019t had many in-person events with more than 100 people in the past few years. No one has. But, we\u2019re bursting at the seams with excitement because on the 25th May, that\u2019s all going to change.<\/p>\r\n<p>Activate Summit Europe is coming back to London. And you\u2019re all invited. Tell your friends.<\/p>\r\n<p>But we get it. You\u2019re busy right now. Summer is coming up and travel is possible again. More and more conferences are popping up. You\u2019ve got options. We obviously think Activate Summit Europe is worth every marketer\u2019s attention, but to help prove that point, we\u2019ve put together five points that might convince you (and your favourite colleagues) to join us.<\/p>\r\n<p><em>(In the event you don\u2019t need convincing, here\u2019s a link to the <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">registration page<\/a>.)<\/em><\/p>\r\n<h3>1. Face to Face<\/h3>\r\n<p>The most obvious reason and the one that we\u2019re all equally excited about is that we\u2019ll be in person. Whether you shake hands, bump elbows, high five, or even hug, you can do that at Activate Summit Europe!<\/p>\r\n<p>No Zoom calls. No \u201cI\u2019m just gonna share my screen real quick.\u201d No accidental talking over each other. Real, honest face-to-face communication between you and your peers. We\u2019ll have breakout sessions, networking opportunities, workshops, and more (*cough* happy hour *cough*) available for you to get to know one another!<\/p>\r\n<h3>2. A Premier Lineup<\/h3>\r\n<p>Sure, we\u2019ll be in person, but who will you be listening to? We have a stellar lineup of speakers ready to show you the ins and outs of modern marketing. You\u2019ll hear from marketing leaders at Zoopla, WeTransfer, Wolt, Blockchain, and Secret Escapes. And that\u2019s only a portion of the lineup too!<\/p>\r\n<h3>3. Mind-Blowing Tracks &amp; Workshops<\/h3>\r\n<p>What will those amazing speakers be talking about? Short answer: better marketing. Long answer: we\u2019ve broken out the content this year in two tracks and a few workshops to really get into it.<\/p>\r\n<p>Our Foundations Workshop\u2014hosted May 25th at 1pm BST\u2014is all about the basics in Iterable. Whether you\u2019re new to Iterable, or looking to refresh your skills, this is the chance to learn from the experts. Among other things, you\u2019ll learn how to create templates, maintain lists, and create onboarding journeys.<\/p>\r\n<p>Our Advanced Workshop\u2014same time, same place as the first workshop\u2014is for those of you who want to learn it all. You\u2019re an expert in your own right, but can you take a newly-cleaned list and boost positive engagement metrics in a mere 60 days? Or implement ongoing industry-validated deliverability practices? In this workshop, you\u2019ll learn how and so much more.<\/p>\r\n<p>Then, starting May 26th at 10:30am BST, our two session tracks kick off.<\/p>\r\n<p>The first track Marketing to the Modern Customer, will dive into what it takes to connect with your customers as you know them. In this track, you\u2019ll learn the different strategies needed to make memorable, joyful experiences. Sample topics include how to harmonize a cross-channel experience for personalisation, getting started in AI, and humanising your brand.<\/p>\r\n<p>The second track, Building a Better Customer Experience, is for those of you who love digging into the nitty gritty of campaign execution. You\u2019ll see how our speakers are using modern martech and data to execute on the strategies in the first track. Sample topics here include lifecycle journey mapping, retention and acquisition strategies, and scalability, localisation, and globalisation.<\/p>\r\n<p>We\u2019ve structured the tracks in a way that allows you to personalise your Activate Summit Europe experience to exactly what you and your team needs to take away from the event.<\/p>\r\n<p>But\u2026what if you want to see every session? We don\u2019t blame you. That\u2019s what #4 is for.<\/p>\r\n<h3>4. Bookmarked for Later<\/h3>\r\n<p>So you missed a session. It\u2019s ok. We\u2019ve got you covered. Just by registering, you\u2019ve signed yourself up to be able to see every session as many times as you want. Every session will be available on demand after the event for (re)viewing at your leisure.<\/p>\r\n<p>Take your time. Really digest the information. The event will be jam-packed with content. You\u2019re only human. Some insights might slip by. On demand is a beautiful thing. Enjoy Activate Summit Europe round two with no distractions.<\/p>\r\n<h3>5. Good Times, Great People<\/h3>\r\n<p>Did you think we\u2019d forget who you\u2019ll get to meet? No way! The Iterable community is the lifeblood of our event series. Every year at Activate\u2014even the virtual ones\u2014we see incredible bonds forged between some of the world\u2019s best marketers.<\/p>\r\n<p>Activate Summit Europe is going to be no different. As mentioned above, you\u2019ll have ample opportunity in breakout sessions, workshops, Q&amp;A, meals, happy hour, and more to get to know your other attendees and join the Iterable community. Activate is an incredible chance to talk about marketing today and learn how other teams are tackling similar challenges to you.<\/p>\r\n<p>We don\u2019t want you missing out.<\/p>\r\n<h3>See You There?<\/h3>\r\n<p>Pretty amazing, huh? Sometimes we get so lost in our own work we can forget there are others out there facing similar obstacles. Some of them have even found creative solutions. At Activate Summit Europe, hundreds of Europe\u2019s marketing leaders are coming together to activate their data and make memorable experiences of lasting impact.<\/p>\r\n<p><em>We hope to see you there. Your ticket is only <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">a few clicks away<\/a>.<\/em><\/p>","post_title":"5 Reasons to Attend Activate Summit Europe","post_excerpt":"On the 25th May, Activate Summit Europe is coming back to London. And you\u2019re all invited. Tell your friends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-to-attend-activate-summit-europe","to_ping":"","pinged":"","post_modified":"2022-05-05 10:06:52","post_modified_gmt":"2022-05-05 17:06:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100513","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/050522_Activate-5-Things_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-europe\/"},{"ID":100141,"post_author":"79","post_date":"2022-05-04 08:00:11","post_date_gmt":"2022-05-04 15:00:11","post_content":"<p>We\u2019ve all done it. Picked up our phone, hopped into an app and then received a text message from a friend or an email from our favorite brand and instantly switched context. This is how we interact with technology and brands today. As a result, marketers have to account for these interactions and ensure experiences are consistent and harmonized across platforms and channels.<\/p>\r\n<p>According to Harvard Business Review, <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">73% of consumers use multiple channels in their buying journey<\/a>. So it\u2019s no surprise that in addition to marketing across channels, we need to take it one step further and make every engagement part of a harmonized multi-channel experience.<\/p>\r\n<p>Today, we\u2019re happy to introduce our first product showcase focused on Harmonized Experiences. There are over 14 new capabilities in this release to help you make the most of all your marketing efforts. Let\u2019s walk through each of them.<\/p>\r\n<h4>New Journey Automation Experience with Iterable Studio<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Orchestrating seamless customer journeys from activation to re-engagement is a challenge for every brand. Whether you\u2019re designing promotional campaigns to nurture users or building <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">cart abandonment<\/a> campaigns, having the right data\u2014and a unified platform\u2014is the key to a harmonized experience. The all-new Iterable Studio combines a beautiful user experience with our world-class data infrastructure to make the most powerful customer engagement solution today, enabling you to design and build harmonized experiences faster than ever before.<\/p>\r\n<p>With distributed marketing teams, collaboration and communication are more important than ever. As a part of the all-new Studio, we\u2019ve added collaboration features like Notes so you can place a reminder for yourself or team members or even cheer on a colleague for an amazing interaction. In addition, with analytics visible within message tiles, you can make quick decisions and adjust as needed.<\/p>\r\n<p>Plus, <strong><span style=\"color: #6a266d;\">coming soon<\/span><\/strong>, Tilesets will make your journey building experience easier and faster than ever before. Tilesets enable marketers to re-use key parts of a journey, save them, and replicate them in other journeys within the project you build in Iterable.<\/p>\r\n\r\n[caption id=\"attachment_100424\" align=\"alignnone\" width=\"1724\"]<img class=\"size-full wp-image-100424\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Studio-1.png\" alt=\"Iterable Studio\" width=\"1724\" height=\"1074\" \/> <em> Build harmonized experiences faster than ever before.<\/em>[\/caption]\r\n\r\n<h4>More Mobile Options with New Global SMS\/MMS Partner, Telnyx<\/h4>\r\n<p><strong>Status: <span style=\"color: #34c3f2;\">Beta<\/span><\/strong><\/p>\r\n<p>There are over 6.56 billion people across the world that have a smartphone, <a href=\"https:\/\/www.statista.com\/statistics\/330695\/number-of-smartphone-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">according to Statista<\/a>. Of those, 97% actively send SMS messages, making it a highly engaged channel built for personalized communications. But integrating SMS\/MMS into your cross-channel strategy comes with core challenges such as high cost, complexity, and limited support.<\/p>\r\n<p>Today we're happy to announce our partnership with <a href=\"https:\/\/telnyx.com\/?utm_source=referral&amp;utm_medium=iterable_referral&amp;utm_campaign=iterable-spring-release\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, a carrier-direct SMS\/MMS provider that reaches over 60 countries with unmatched scale, deliverability, and support. With this partnership, we're offering customers more flexibility, ease-of-use, and competitive pricing for their SMS and MMS sends\u2014globally.<\/p>\r\n<p>The integration comes with built-in access to technical support and regulatory experts so you can easily navigate implementation and ongoing management. And, with Telnyx handling the sends in the background, you can build highly personalized SMS-specific campaigns with all of the dynamic functionality and data activation already baked into the broader Iterable platform.<\/p>\r\n\r\n[caption id=\"attachment_100430\" align=\"alignnone\" width=\"900\"]<img class=\"size-full wp-image-100430\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/SMS-with-Telnyx-x-900px-2.png\" alt=\"Telnyx and Iterable\" width=\"900\" height=\"540\" \/> <em>With this partnership, we're offering customers more flexibility, ease-of-use, and competitive pricing for their SMS and MMS sends\u2014globally.<\/em>[\/caption]\r\n\r\n<h4>Immersive Cross-Channel Experiences with Native Web In-App<\/h4>\r\n<p><strong>Status: <span style=\"color: #ef3d55;\">Private Beta<\/span><\/strong><\/p>\r\n<p>Every digital impression is a chance to bring joy to your customers and deepen your relationship with a harmonized experience. Today, this is true about your website and every channel you use to communicate with customers. Web In-App unifies your customers\u2019 cross-channel journeys as they move between your emails, desktop or mobile websites, and apps. So whether you\u2019re creating standalone web messages for new visitors or expanding your engagement with loyal users' cross-channel journeys, Web In-App offers a new way to enhance your web browsing experience. And, with this native new channel, you can deeply tailor it to every user to continue their journey based on their preferences.<\/p>\r\n<p>Building these experiences doesn\u2019t require a different set of tools or unique creation experience\u2014it\u2019s all integrated into Studio to build fully harmonized cross-channel experiences.<\/p>\r\n\r\n[caption id=\"attachment_100436\" align=\"alignnone\" width=\"2092\"]<img class=\"size-full wp-image-100436\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Web_In-App-Collage-1.png\" alt=\"Web In-App\" width=\"2092\" height=\"1356\" \/> <em>This new channel unifies your customers\u2019 cross-channel journeys as they move between your emails, desktop or mobile websites, and apps.<\/em>[\/caption]\r\n\r\n<h4>Get a 360-Degree View of Your Customers with an All-New User Profile<\/h4>\r\n<p><strong>Status: <span style=\"color: #34c3f2;\">Beta<\/span><\/strong><\/p>\r\n<p>Our user profile contains all the information a brand needs to understand each user. This new design simplifies and improves how brands access and utilize user data, and surfaces trends about each user directly within the contact record.<\/p>\r\n<p>Key information (such as contact details, location, and more) and a summary of recent interactions are right at the top of the profile for ease of use.<\/p>\r\n<h4>Cross-Channel Content Creation Just Got Easier<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Creating content within Iterable also received a fresh redesign, making it more intuitive and expressive. Editing, incorporating, and managing snippets is easier than ever, with an enhanced preview functionality that allows you to test your dynamic content with precision. And as you build more content, we\u2019ve released a new feature that makes it easy for you to keep track of previously created Snippets. Where are My Snippets allows you to search for where a Snippet has been used within a template, campaign, or another Snippet.<\/p>\r\n<p>We\u2019ve also enhanced our drag-and-drop editor to feature an all-new mobile design mode and new design tiles. Creating beautiful emails is easier than ever before.<\/p>\r\n<h4>Tie Every Mobile Experience into a Harmonized Experience<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>According to Flurry, <a href=\"https:\/\/www.republicworld.com\/technology-news\/mobile\/apple-ios-14-dot-5-att-feature-becomes-a-success-as-96-percent-of-us-users-opt-out-of-app-tracking.html\" target=\"_blank\" rel=\"noopener\">96% of iOS users<\/a> are choosing \u201cdo not track,\u201d meaning they are opting out of having their browsing data collected or tracked. Iterable rolled out a slew of controls to equip marketers with the resources they need in the changing mobile landscape.<\/p>\r\n<p>Today, we\u2019ve enhanced mobile capabilities to use SMS click metrics as a part of your customer journey. Customers using mobile can seamlessly continue their journey and experience on any device or channel they interact with your brand on.<\/p>\r\n<p>In addition, we\u2019ve enhanced our Mobile Inbox SDK with a new React Native version and additional enhancements for the latest Android version as well. And, with the privacy landscape <a href=\"https:\/\/iterable.com\/blog\/ios-15-push-notifications-iterable-what-you-should-know\/\" target=\"_blank\" rel=\"noopener\">evolving with iOS15<\/a>, we\u2019ve enhanced your ability to send relevant messages that get to consumers at the right time. Include a relevance score and your content directly into the notification summary to ensure you attract users attention.<\/p>\r\n<h4>Setup &amp; Send Messages Across Channels<\/h4>\r\n<p><strong>Status: <span style=\"color: #6a266d;\">Coming Soon<\/span><\/strong><\/p>\r\n<p>In addition to innovating on Studio, we\u2019ve enhanced and renamed our Sending Platforms page so you can connect and send messages across all your relevant channels. Connect SMS (Telnyx), email, and more directly via this screen and get harmonized experiences up running within a matter of minutes.<\/p>\r\n<h4>Measure Every Conversion Event<\/h4>\r\n<p><strong>Status: <span style=\"color: #6a266d;\">Coming soon<\/span><\/strong><\/p>\r\n<p>The key to a great harmonized experience? Measurement and iteration. With new multiple conversion event tracking, you can easily track and measure multiple custom conversion events at once to get a deeper understanding of every campaign\u2019s performance. See how your conversions look across channels, engagement, or any key performance metrics all at once.<\/p>\r\n<h4>New Deliverability Partner, Validity<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Connected experiences require ensuring that your messages are reaching the right people, directly in their inbox. That\u2019s where our new partner, <a href=\"https:\/\/www.validity.com\/\" target=\"_blank\" rel=\"noopener\">Validity<\/a>, comes in. Iterable and <a href=\"https:\/\/www.validity.com\/everest\/\" target=\"_blank\" rel=\"noopener\">Validity Everest<\/a> provide the deliverability tools to help you generate more revenue and increase the lifetime value of your database through seamless experiences. In an age when there\u2019s more noise than ever, Iterable and Validity partnered to ensure your email reaches the right audience.<\/p>\r\n<h3>Creating Harmonized Experiences<\/h3>\r\n<p>These updates are designed to help you harmonize your customer experience and drive real business outcomes\u2014revenue, subscriptions, activation, etc. We all know that a joyful customer will be a loyal customer and joy starts with creating a consistent, harmonized customer experience.<\/p>\r\n<p><em>Hear the full details from our <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Spring Product Showcase webinar<\/a> and, if you\u2019re interested in seeing Iterable in action, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Spring Product Showcase Recap: Harmonized Experiences","post_excerpt":"We\u2019re happy to introduce our first product showcase, focused on Harmonized Experiences. Let\u2019s walk through each of the capabilities.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-spring-product-showcase-recap-harmonized-experiences","to_ping":"","pinged":"","post_modified":"2022-05-04 09:33:30","post_modified_gmt":"2022-05-04 16:33:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100141","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"spring product release\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-spring-product-showcase-recap-harmonized-experiences\/"},{"ID":100281,"post_author":"79","post_date":"2022-05-03 11:08:35","post_date_gmt":"2022-05-03 18:08:35","post_content":"<p>Agile marketing is an adaptation of agile development. The broader marketing team is broken up into smaller teams, each with distinct responsibilities and tasks that need to be completed within a certain timeframe.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-your-small-team-can-use-agile-marketing\/\" target=\"_blank\" rel=\"noopener\">Small marketing teams<\/a> can use agile marketing because it helps divvy up and stretch limited resources to ensure everyone has a task that ladders up to the same project. When you have ample resources, however, with your large marketing team, is agile marketing still effective?\u00a0<\/p>\r\n<p>Big marketing teams don\u2019t face the same challenges that small teams face. They have departments, each with their own tasks and responsibilities. The hard part, with a large team, is aligning on goals. Each department has their own wants and needs and rather than working cross-functionally, silos often form around each functional group, making it hard to communicate and align on priorities. Let\u2019s look at how agile marketing can help solve some of the challenges of a big marketing team.<\/p>\r\n<h3>Choosing Agile Marketing Teams<\/h3>\r\n<p>In a large marketing team, there\u2019s likely a wide variety of skills. Agile marketing for a larger team requires balancing each person\u2019s strengths and keeping departments in their swim lanes while still considering the broader marketing team priorities. Referencing <a href=\"https:\/\/martech.org\/form-your-agile-marketing-teams-around-the-customer\/\" target=\"_blank\" rel=\"noopener\">Martech.org<\/a> once again, we\u2019ll look at the various ways to divide a team, this time through the lens of a larger marketing team.<\/p>\r\n<h4>Agile Teams Based on Funnel Stages<\/h4>\r\n<p>For a larger marketing team, this could work as long as it doesn't result in more silos. Each part of the funnel has to be able to communicate with one another, so if it\u2019s just a rearrangement of silos that already exist, it may not provide any additional benefits. But, if you can create net-new groups based on the strengths of each individual, it could lead to a smoother execution of tasks.<\/p>\r\n<p>If choosing this agile marketing strategy for a larger marketing team, you\u2019ll have to think about which parts of the funnel each department already gravitates toward. Based on that, you\u2019ll be able to choose which role should serve as a team lead (a.k.a. <a href=\"https:\/\/www.cio.com\/article\/230646\/what-is-a-scrum-master-a-key-role-for-project-success.html#:~:text=Scrum%20master%20definition,are%20followed%20by%20team%20members.\" target=\"_blank\" rel=\"noopener\">Scrum Master<\/a>). It likely won\u2019t be a member of the same department across all funnel stages. For example, your content marketing team likely targets the top of the funnel while your product marketing team is more mid-to-low funnel.<\/p>\r\n<h4>Agile Teams Based on Persona or Industry<\/h4>\r\n<p>Dividing your teams by personas or industry gives you the opportunity to fully rearrange your large marketing team. With a larger team you may have multiple people in the same role, which gives you an advantage for this arrangement of agile teams.<\/p>\r\n<p>For example, let\u2019s say you\u2019re focusing on retail and fintech. You could create two teams, each with a copywriter, a graphic designer, a product marketer, a demand generation specialist, and an email specialist. One scrum team would only have tasks related to the retail industry while the other would only focus on fintech.<\/p>\r\n<h4>Agile Teams Based on Product<\/h4>\r\n<p>Breaking your team into product-based agile teams could be beneficial for a large marketing team. Similar to the persona or industry approach, each scrum team could be compiled of a person from each marketing department. Instead of focusing on an industry or individual audience, however, these teams would each focus on a specific product. With that, you\u2019d have the teams think about the audience for that specific product, each stage of the funnel, and a marketing strategy specific to that product.<\/p>\r\n<p>In this scenario, you\u2019d likely have a member of product marketing act as each team lead, as they have more insight into the products they\u2019ll be focusing on.<\/p>\r\n<h4>Agile Teams Based on Service<\/h4>\r\n<p>While dividing your marketing team into service-based groups could work for a very small team, it\u2019s probably what already exists in a larger marketing team. Each department already has a specific service they provide to the broader marketing team, so this wouldn\u2019t necessarily solve any of the alignment issues that may exist.<\/p>\r\n<p>When thinking about how you\u2019ll divide up your teams, you\u2019ll have to think about what you\u2019re looking to achieve. What are the overarching goals your team needs to accomplish and what agile design will help you get there? If you\u2019re looking to build awareness of your product catalog, for example, maybe a product-based design is the best. If you\u2019re looking to capture more audiences, a persona-based approach may work the best. And hey, if you don\u2019t know, you can always test it out.<\/p>\r\n<h3>Making Agile Work For You<\/h3>\r\n<p>Remember, implementing agile marketing isn\u2019t supposed to make your life harder. In fact, it\u2019s supposed to make it much easier. While there may be a learning curve at the beginning\u2014especially if leaning towards a product-, industry-, or persona-centric approach\u2014the payoff in the end should outweigh the initial struggles.<\/p>\r\n<p>Once agile teams are decided upon, they\u2019re not set in stone. Agile teams can switch and adjust\u2014and they may have to. Agile development was created to improve efficiency and open communication. Agile marketing, however, is <a href=\"https:\/\/cxl.com\/blog\/agile-practices-marketing\/\" target=\"_blank\" rel=\"noopener\">inherently different from agile development<\/a> because there are constant outside requests that come in that can\u2019t be pushed to other sprints. Another big difference is that success looks different for a marketing team. While working code defines success for developers, the performance indicators for a marketing team are often less black-and-white.<\/p>\r\n<p>What we\u2019re really saying is, don\u2019t expect the process to be perfect and run like a well-oiled engineering team right off the bat. You\u2019ll have to make the agile marketing process your own. But, if it allows you to more effectively iterate, collaborate, and create, you\u2019re on the right track.<\/p>\r\n<p><em>To learn how the right marketing tools can help improve the efficiency of your large marketing team, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"How Your Big Team Can Use Agile Marketing","post_excerpt":"Let\u2019s look at how agile marketing can improve efficiency and help big marketing teams align on goals and break down silos. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-your-big-team-can-use-agile-marketing","to_ping":"","pinged":"","post_modified":"2022-06-14 01:27:09","post_modified_gmt":"2022-06-14 08:27:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100281","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 03, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Agile marketing for big teams\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-your-big-team-can-use-agile-marketing\/"},{"ID":100348,"post_author":"97","post_date":"2022-05-03 10:00:49","post_date_gmt":"2022-05-03 17:00:49","post_content":"","post_title":"Activate Event Resource Tile","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"activate-event-resource-tile","to_ping":"","pinged":"","post_modified":"2022-05-03 10:00:49","post_modified_gmt":"2022-05-03 17:00:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=100348","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Events","pretty_date":"May 03, 2022","terms":[{"term_id":9974,"name":"Events","slug":"events","term_group":0,"term_taxonomy_id":9974,"taxonomy":"resource_type","description":"","parent":1696,"count":1,"filter":"raw","term_order":"0"}],"term_slugs":["events"],"term_names":["Events"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"\/activate-events\/#new_tab"},{"ID":100203,"post_author":"79","post_date":"2022-04-29 08:08:07","post_date_gmt":"2022-04-29 15:08:07","post_content":"<p>Hi! If you\u2019re reading this, you\u2019ve found yourself on the Iterable blog. If you\u2019ve been here before, welcome back. If you\u2019re new, you\u2019re gonna like it here. Our blog is meant to provide you with helpful tips and research that can guide you as you build your marketing strategy. This article, in particular, will explore welcome and onboarding campaigns in a cross-channel capacity.<\/p>\r\n<p>See that? What you just read? That\u2019s what every welcome and onboarding campaign strives to do\u2014introduce the new user to the brand and set the stage for what\u2019s to come.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including welcome and onboarding, and detail what\u2019s required for each and some tips for building them out. Like we said, this article\u2014the first in a series\u2014will zoom in on welcome and onboarding campaigns to provide more context and examples.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Welcome and Onboarding Campaigns?<\/h3>\r\n<p>Often used synonymously, welcome campaigns and onboarding campaigns are usually the first direct communications your brand has with a customer.<\/p>\r\n<p>Welcome campaigns often involve a series of messages that are triggered when users first sign up for marketing communications like newsletters, product announcements, etc. They can also be sent after a customer makes a first purchase. Welcome campaigns are great for continued engagement with new customers.<\/p>\r\n<p>Onboarding campaigns are meant to help users as they become familiar with your product. They\u2019re often triggered when a customer signs up for a membership or logs into an app. Think: product demos, app walkthroughs, user guides, etc. Welcome campaigns can contain onboarding messaging and onboarding campaigns can contain welcome messaging. The two go hand-in-hand.<\/p>\r\n<p>To execute welcome and onboarding campaigns effectively, there are four key elements you\u2019ll need to consider: purpose, managed expectations, channel expansions, and personalization. Let\u2019s take a look at each.<\/p>\r\n<h3>Finding a Purpose<\/h3>\r\n<p>Welcome and onboarding campaigns generally are not single messages\u2014they\u2019re a series. But, on the flipside of that, you can\u2019t just make a series for the sake of making a series. Each message needs to have a purpose behind it that contributes to the overall experience.<\/p>\r\n<p>For razor brand <a href=\"https:\/\/mybillie.com\/\" target=\"_blank\" rel=\"noopener\">Billie<\/a>, the purpose of their welcome and onboarding series is to get first-time buyers to activate their accounts\u2014streamlining future orders.<\/p>\r\n\r\n[caption id=\"attachment_100204\" align=\"alignnone\" width=\"801\"]<img class=\"wp-image-100204 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example1_Billie.png\" alt=\"Welcome and Onboarding Campaigns from Billie\" width=\"801\" height=\"689\" \/> <em>Billie wastes no time, ensuring users can easily order more razors\u2014a frequent purchase\u2014in the future. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0b652586-a807-fb06-56d5-951ffa800712?company_id=29908&amp;filter=classified&amp;journey_id=25873&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s very clear from Billie\u2019s welcome and onboarding emails what they want the users\u2019 next step to be. In this case, the customer has already purchased, so, at this point, there\u2019s no need to introduce the brand or share company values.<\/p>\r\n<h3>Managing Expectations<\/h3>\r\n<p>Next, your welcome and onboarding campaigns should manage customer expectations. Sending these initial messages gives you the opportunity to set the tone of your relationship with each customer. Take this time to explain what content is going to come, and what customers can expect as a result of signing up for marketing messages.<\/p>\r\n<p>Jewelry brand, <a href=\"https:\/\/www.zales.com\/\" target=\"_blank\" rel=\"noopener\">Zales<\/a>, clearly set expectations in the first welcome email. As a customer who has just signed up for Zales\u2019 marketing messages, I now know I can expect at least exclusive offers, new arrivals, and style inspiration.<\/p>\r\n\r\n[caption id=\"attachment_100210\" align=\"alignnone\" width=\"801\"]<img class=\"wp-image-100210 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example2_Zales-1.png\" alt=\"Zales Welcome and Onboarding Campaigns\" width=\"801\" height=\"689\" \/> <em>Zales manages expectations by telling customers exactly what content they\u2019ll be sending through this channel. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b6bb0db4-b690-656f-8212-4cc1fede53a4?company_id=4537&amp;filter=classified&amp;journey_id=21682&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Not only did Zales explain what would be coming, they followed through. The first email contains a $50 off coupon, the second email has style inspiration, and the third email reminds the user of their exclusive offer. It\u2019s one thing to set expectations, it\u2019s another to deliver on them.<\/p>\r\n<h3>Expanding Channels<\/h3>\r\n<p>Welcome and onboarding campaigns take advantage of heightened customer engagement. Customers are actively interacting with your brand. Therefore, you should use this time to connect with customers via multiple channels. Email may start the initial conversation, but don\u2019t forget about the other avenues through which you can reach your customers.<\/p>\r\n<p><a href=\"https:\/\/www.blueapron.com\/\" target=\"_blank\" rel=\"noopener\">Blue Apron<\/a>, a meal subscription box brand, knows that their app is essential when it comes to their customer experience. As part of their welcome and onboarding campaigns they spotlight the benefits of downloading their app.<\/p>\r\n\r\n[caption id=\"attachment_100216\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100216\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example3_BlueApron.png\" alt=\"Blue Apron Onboarding App\" width=\"801\" height=\"689\" \/> <em>Blue Apron wants customers to use both email and their mobile app. Therefore the first email explains how Blue Apron works, and the second email recommends downloading the app. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/d5addf67-d61a-a403-d82e-c0173c61c001?company_id=1591&amp;filter=classified&amp;journey_id=20023&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Once the app is downloaded, the door is opened for Blue Apron to explore push notifications and in-app messaging. But, having multiple ways to connect with customers means the onus is on the brand to create a seamless, integrated, cross-channel experience.<\/p>\r\n<h3>Personalizing the Experience<\/h3>\r\n<p>Because welcome and onboarding campaigns are sent at the very beginning of a brand\u2019s relationship with the customer, personalization can be tricky. But, what does your brand know at this point? Including the user\u2019s name in the copy or subject line can be a simple, but effective way to personalize your campaigns.<\/p>\r\n<p><a href=\"https:\/\/www.hulu.com\/\" target=\"_blank\" rel=\"noopener\">Hulu<\/a>, the streaming service, added a personalized touch right off the bat. In the very first email to the customer, their name is in the header copy and subject line. The second email in the series offers up some recommendations, likely based on an online profile that the customer filled out.<\/p>\r\n\r\n[caption id=\"attachment_100222\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100222\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example4_Hulu.png\" alt=\"Hulu Personalized Welcome Email\" width=\"801\" height=\"623\" \/> <em>Hulu is aiming to establish trust with their users by recognizing each as an individual. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/4b464dc4-4f1d-cf7a-68bc-96720f51a492?company_id=1210&amp;filter=classified&amp;journey_id=18589&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Welcome and onboarding campaigns are also the perfect moment to ask users about their preferences. What kind of content do they want to receive going forward? What products are they the most interested in? With this information in tow, your brand is now equipped to deliver even more personalized content.<\/p>\r\n<h3>Making a First Impression<\/h3>\r\n<p>Welcome and onboarding campaigns are your brand\u2019s first impression. You want to deliver content to new users when they need it the most. Think about how you\u2019d use your product and what content would be helpful in each scenario. Also, remember that you can create a series over an extended period of time. Not everything you want to say matters to the customer so, while you have their attention, boil your messaging down to deliver relevant, timely content. No one likes a long-winded hello.<\/p>\r\n<p><em>To learn more about welcome and onboarding campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Cross-Channel Harmonization: Welcome and Onboarding Campaigns","post_excerpt":"This article\u2014the first in a series\u2014will zoom in on welcome and onboarding campaigns to provide more context and examples.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-welcome-and-onboarding-campaigns","to_ping":"","pinged":"","post_modified":"2022-04-29 08:08:07","post_modified_gmt":"2022-04-29 15:08:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100203","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Welcome and Onboarding Campaigns\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/"},{"ID":100121,"post_author":"79","post_date":"2022-04-26 10:03:52","post_date_gmt":"2022-04-26 17:03:52","post_content":"<p>Agility. We\u2019ve heard this word tossed around in various scenarios. Athletes are described as being limber and agile. Dogs compete in agility obstacle courses. But what does agility or being agile actually mean? Boiled down, it\u2019s just the ability to move quickly and easily. And, when something is fast and simple, it\u2019s efficient.<\/p>\r\n<p>This idea of efficiency has been applied to development for <a href=\"https:\/\/www.planview.com\/resources\/guide\/agile-methodologies-a-beginners-guide\/history-of-agile\/#:~:text=It%20all%20started%20in%20the,new%20software%20to%20market%20faster.\" target=\"_blank\" rel=\"noopener\">over twenty years<\/a>. Instead of focusing on huge projects and the big picture, developers break down projects into smaller tasks and choose which of those tasks to complete in a set timeframe, known as a \u201csprint.\u201d<\/p>\r\n<p>Agile marketing, according to <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/agile-marketing-a-step-by-step-guide\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>, \u201cmeans using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.\u201d Before we cover agile marketing for large teams, this article will explore how a small marketing team can approach agile marketing\u2014dividing and conquering with limited resources.<\/p>\r\n<h3>Choosing Agile Marketing Teams<\/h3>\r\n<p>For a small marketing team, the first step is deciding how you\u2019ll break up the group into smaller groups\u2014each being responsible for tackling specific tasks. There\u2019s more than one way to skin a cat and, according to <a href=\"https:\/\/martech.org\/form-your-agile-marketing-teams-around-the-customer\/\" target=\"_blank\" rel=\"noopener\">Martech.org<\/a>, there\u2019s more than one way to divide your team.<\/p>\r\n<h4>Agile Teams Based on Funnel Stages<\/h4>\r\n<p>In this model, teams can be broken up based on the stages of the funnel. So, for example, you could have a team focused on lead generation at the <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-top-of-funnel-marketing\" target=\"_blank\" rel=\"noopener\">top of the funnel<\/a>, a team focused on <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-mid-funnel-marketing\" target=\"_blank\" rel=\"noopener\">mid-funnel<\/a> consideration, and a team focused on retention at the <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-bottom-of-the-funnel-marketing\" target=\"_blank\" rel=\"noopener\">bottom of the funnel<\/a>.<\/p>\r\n<p>For a smaller marketing team, this may not be the best option only because the lift for the various funnel stages could be vastly different. Lead generation would be a heavier lift while retention, at the beginning, may be a lighter lift.<\/p>\r\n<h4>Agile Teams Based on Persona or Industry<\/h4>\r\n<p>Here, you could divide your marketing team into groups based on the various <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-marketing-persona\/\" target=\"_blank\" rel=\"noopener\">marketing personas<\/a> or industries your team has established as your core audience. The teams in this model would look at the whole funnel, but for each specific target audience member and vertical.<\/p>\r\n<p>As long as there are a few personas, this is a good option for a small marketing team because each agile team can think about the funnel as a whole.<\/p>\r\n<h4>Agile Teams Based on Product<\/h4>\r\n<p>Product-based agile teams are more aligned with the traditional development agile teams. In this scenario, each team focuses on a specific product. So, for example, maybe there\u2019s a free version of your app, a base subscription, and a premium subscription. You could divide your marketing team so each team focuses on one.<\/p>\r\n<p>For a small team, however, there may only be one or a couple of product options, so this may not be the best fit.<\/p>\r\n<h4>Agile Teams Based on Service<\/h4>\r\n<p>Lastly, service-based teams are divided based on roles. So, pretty close to the structure of a traditional marketing team. You\u2019d have your writers, designers, email marketers, etc., all on separate teams.<\/p>\r\n<p>The issue with service-based teams is that they can often create bottlenecks. Different teams work at different speeds and require different levels of effort. This can be especially challenging for a smaller marketing team where the number of people per team is small and perhaps uneven.<\/p>\r\n<p>However you decide to divide your marketing team, the next step will be designing the agile process to ensure each team understands what is expected of them.<\/p>\r\n<h3>Designing the Agile Marketing Process<\/h3>\r\n<p>Designing your agile marketing process is crucial for making sure each agile team is aligned and can work to achieve the same goal. Remember, agile marketing is meant to help accomplish short-term, smaller goals that contribute to a larger goal. To achieve this overarching goal, however, everyone needs to be on the same page.<\/p>\r\n<p>Like we mentioned earlier, the agile process splits up work into short time periods, known as <strong>sprints<\/strong>. Generally, for agile development, sprints are two-weeks. This means each team selects tasks they want to accomplish within these two weeks and focuses only on those tasks. Tasks are prioritized based on urgency and non-urgent tasks can be moved to later sprints.<\/p>\r\n<p>In addition to sprints, agile processes require frequent <strong>standup meetings<\/strong>\u2014sometimes every morning. This way, teams can share what they\u2019re working on, making sure each team has visibility into a project\u2019s status, any blockers, and what\u2019s coming up.<\/p>\r\n<p>Lastly, agile marketing requires a way to <strong>track progress<\/strong>. The goal is to complete the selected tasks within a sprint, so your team has to be able to track which tasks are complete, which aren\u2019t, and who is responsible for completing them. Developers often use a <a href=\"https:\/\/iterable.com\/blog\/so-long-scrum-hello-scrumban\/\" target=\"_blank\" rel=\"noopener\">Kanban board<\/a> to keep track of tasks within a sprint.<\/p>\r\n<p>Teams and processes are crucial to achieving effective and efficient agile marketing. All that being said, though, it\u2019s important to remember why you\u2019re using an agile marketing process in the first place.<\/p>\r\n<h3>The Agile Marketing Manifesto<\/h3>\r\n<p>Yes, picking what your agile teams will focus on and designing a process that allows for success are obviously necessary when implementing agile marketing for your small team. But, if your broader marketing team understands why you\u2019re doing things this way, it can help deepen understanding and productivity.<\/p>\r\n<p>According to <a href=\"https:\/\/www.workfront.com\/project-management\/methodologies\/agile\/agile-marketing\" target=\"_blank\" rel=\"noopener\">Adobe Workfront<\/a>, agile marketing allows marketers to:<\/p>\r\n<ol>\r\n\t<li>Respond quickly to changes in the market<\/li>\r\n\t<li>Produce rapid campaigns that can be tested and optimized over time<\/li>\r\n\t<li>Try lots of things and repeat the ones that succeed<\/li>\r\n\t<li>Use input from other departments to augment marketing efforts<\/li>\r\n\t<li>Justify choices in campaigns and projects with hard data<\/li>\r\n\t<li>Collaborate with team members to prevent a tunnel-vision approach to marketing<\/li>\r\n<\/ol>\r\n<p>Sharing these benefits and potential outcomes of agile marketing sets the stage from the beginning. Agile marketing is meant to make life easier for the marketers on your team, so be sure to start with that. There may be a learning curve, but the payoff, in the end, will be worth it.<\/p>\r\n<p><em>Agile marketing teams are only as strong as the tools in their arsenal. To learn more about how Iterable can help your marketing team easily achieve their tasks, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How Your Small Team Can Use Agile Marketing","post_excerpt":"This article will explore how a small marketing team can approach agile marketing\u2014dividing and conquering with limited resources.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-your-small-team-can-use-agile-marketing","to_ping":"","pinged":"","post_modified":"2022-04-26 10:04:15","post_modified_gmt":"2022-04-26 17:04:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100121","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 26, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/042622_Agile-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"agile marketing for small teams\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-your-small-team-can-use-agile-marketing\/"},{"ID":100080,"post_author":"79","post_date":"2022-04-21 08:37:46","post_date_gmt":"2022-04-21 15:37:46","post_content":"<p>To celebrate and acknowledge <a href=\"https:\/\/www.un.org\/en\/observances\/creativity-and-innovation-day\" target=\"_blank\" rel=\"noopener\">World Creativity and Innovation Day<\/a>, we wanted to take a moment and reflect on the winners of Iterable\u2019s second annual Hack Week.<\/p>\r\n<p>At Iterable, Hack Week is a social coding event that allows our engineers, designers, and product managers to live our Growth Mindset and Humility values by teaming up and building or improving features that will deliver joyful customer experiences for every organization in the world.<\/p>\r\n<p>Focusing on Balance, another Iterable value, we removed all meetings from our participants\u2019 calendars, allowed them to form teams, and pursue any passion projects they may have picked. And we\u2019ve seen some pretty impressive results! From our 2021 Hack Week, 21% of hacks were shipped and this year 17% have already been shipped with a potential for 35% total hacks to be shipped.<\/p>\r\n<p>Because the theme of this year's World Creative and Innovation Day is collaboration, we could think of no better way to celebrate than by highlighting some of the collaborative efforts from our engineering team.<\/p>\r\n<h3>Hack Week Winners<\/h3>\r\n<p>There are four categories of hacks. Each category had a designated winner\u2014meaning their hack not only fit the category, but resulted in a solution that delivers joy to end-users. The hack names may be subject to change if and when they\u2019re shipped, but in the meantime, let\u2019s take a look at each category, the winning hack, and the team behind it.<\/p>\r\n<h4>Most Innovative<\/h4>\r\n<p><strong>The Hack:<\/strong> Journey Fragments<br \/>\r\n<strong>The Team:<\/strong> Charlie Thomas, Josh Jarmain, Krisha Agatep, Alison Chen &amp; Olivia Li<\/p>\r\n<p>Journey Fragments is an innovative functionality that creates a joyful user experience for marketers by giving them the ability to take their current journeys and exponentially increase their capacity to collaborate as well as evolve best practices.<\/p>\r\n<p>When asked what inspired them the most about this innovation, team member, Krishna Agatep, said, \u201cWhen we brainstormed together as a group, I tried to put my user hat on instead of my developer hat. I thought about all the software that I use in my day-to-day life\u2014what makes my life easier, and what sorts of features I couldn\u2019t live without. And that\u2019s what we tried to bring to this project\u2014a feature that is so time-saving that if a user didn\u2019t have it, their day to day would be so much less efficient.\u201d<\/p>\r\n<p><em>Journey Fragments was also awarded <strong>The People\u2019s Choice<\/strong> award\u2014an open voting category where everyone attending could vote for their favorite hack.<\/em><\/p>\r\n<h4>Best Shipped<\/h4>\r\n<p><strong>The Hack:<\/strong> Where Are My Snippets?<br \/>\r\n<strong>The Team:<\/strong> Sneha Annadi, Jess Torrez Riley, and Terrance Whittaker Jr.<\/p>\r\n<p>To win Best Shipped, a hack is either already being used (internally) or can be put into production pretty quickly. This is a challenging category because not only does the hack need to be uniquely creative, it has to pass our stringent engineering standards to be released. The winning team\u2014\u201cWhere Are My Snippets?\u201d\u2014built a lookup function to find all templates\/campaigns where a snippet was referenced. This was a solution our customers have been asking for and we delivered, making it even easier for them to send personalized messages to their customers.<\/p>\r\n<p>When asked what he enjoyed most about Hack Week, team member Terrance Whittaker Jr., said, \u201cThis was actually my first time participating in the hack weeks, so it was good to work on something different and build pretty quickly. Our idea came together in the middle of the week. I was coming straight off of a vacation, actually, so we only had from Wednesday to Friday to get our idea up and running. It was pretty fun really just getting together and putting it together pretty quickly.\u201d<\/p>\r\n<h4>Best Internal Improvement<\/h4>\r\n<p><strong>The Hack:<\/strong> Terraform Policy-as-Code<br \/>\r\n<strong>The Team:<\/strong> Ming Li and Praphulla Sabbineni<\/p>\r\n<p>To win the Best Internal Improvement category, a hack needs to be able to relieve the pain for our Iterators and make life easier. Ming and Praphulla built a hack that utilized Terraform Sentinel to enforce Iterable Policies through code. This implementation of making our policy enforcement as code makes life a lot easier when engineers are rolling out features with Terraform. Engineering and Security now have the ability to review when a policy is applied incorrectly. Plus since this is in code, this gives us so much scalability.<\/p>\r\n<p>When asked how the team came up with the idea, team member, Ming Li, said, \u201cWe have a list, but it\u2019s not the top priority. Hack Week gives us a chance to review what are the items on the list and we just saw this one and I looked into it and I said, \u2018this is pretty interesting.\u2019 I liked it and then we got to work on it. But, as for the inspiration, the idea is from [another Iterable engineer] Kevin Tham.\u201d<\/p>\r\n<h4>Red Diff Challenge<\/h4>\r\n<p>While Hack Week is all about creating the most innovative and interesting features that will help our customers better deliver joyful experiences, we also wanted to challenge our engineers to think about the \u201cinternal customers\u201d\u2014ourselves! For this, we ran a Red Diff Challenge, a competition that awarded a daily winner along with a weekly winner for the Iterator that removed the most lines of obsolete code. Removing technical debt allows our code base to be healthier and more efficient.<\/p>\r\n<p>Here are our winners:<\/p>\r\n<p><strong>Monday:<\/strong> Cory Klein, 993 Lines Removed<br \/>\r\n<strong>Tuesday:<\/strong> Ayush Agarwal, 1482 Lines Removed<br \/>\r\n<strong>Wednesday:<\/strong> Elham Keshavarzian, 7899 Lines Removed<br \/>\r\n<strong>Thursday:<\/strong> Ryan Song, 12,456 Lines Removed (weekly champion!)<\/p>\r\n<p>When asked why he participated in the Red Diff Challenge, the winner, Ryan Song, said, \u201cI joined the Red Diff Challenge because I know that there are many test folders located in our repo. Many of those tests are out of date. And by joining the challenge, I had the opportunity to do some clean ups.\u201d<\/p>\r\n<h3>Teamwork Makes the Dream Work<\/h3>\r\n<p>But really, it does. Hack Week gave our engineers a chance to move away from their everyday tasks and tackle something different, with people they may not interact with normally. And, as a result, Iterable gained some extremely creative, thoughtful, and useful innovations to help our customers make their customers\u2019 lives easier.<\/p>\r\n<blockquote>\r\n<p><em>\u201cCreativity and passion are the lifeblood of a great engineering team. Hack Week unleashes this creativity and talent to solve the most important problems we might not know we have. These projects can range from security and reliability to previously unimagined product functionality. Hack Week gives engineers the permission to pursue the really great ideas that might, at first glance, seem like not so great ideas. These projects are not obvious, higher risk, and potentially the most valuable innovations possible.\u201d<\/em><\/p>\r\n<p><em>- Bill Press, Iterable\u2019s Senior VP of Engineering<\/em><\/p>\r\n<\/blockquote>\r\n<p>Creativity and innovation are all about thinking about things differently. Looking at the problem from a different perspective can help shed some light on possible solutions. Next time your team encounters a problem, think about how you can inspire innovation from within.<\/p>\r\n<p><em>To join our growing team of engineers, check out the <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open positions<\/a>.<\/em><\/p>","post_title":"Celebrating World Creativity & Innovation Day With Hack Week","post_excerpt":"To celebrate World Creativity and Innovation Day, we're taking a moment to reflect on the winners of Iterable\u2019s second annual Hack Week.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-world-creativity-innovation-day-with-hack-week","to_ping":"","pinged":"","post_modified":"2022-07-20 12:11:10","post_modified_gmt":"2022-07-20 19:11:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100080","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hack Week World Innovation Day\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-world-creativity-innovation-day-with-hack-week\/"},{"ID":100066,"post_author":"79","post_date":"2022-04-19 11:47:17","post_date_gmt":"2022-04-19 18:47:17","post_content":"<p>Customers today expect marketing <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>. Blah blah blah\u2014we know that. Old news. But, thinking about how to personalize is where innovation and novelty can still flourish. To personalize marketing communications for your customers, brands need to understand what content each customer wants and how they want it delivered.<\/p>\r\n<p>One marketing channel that has gained traction recently is <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>. Sending text messages to customers is an effective way to connect, especially when they\u2019re on-the-go. After all, as <a href=\"https:\/\/findstack.com\/sms-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Findstack<\/a> points out, \u201cPeople check their phones up to 160 times a day, or once every 9 minutes.\u201d But, to really use this channel how it was meant to be used, brands have to go a step further and think about what customers expect from SMS, outside of the marketing landscape.<\/p>\r\n<p>For example, usually, people who are texting are having a conversation\u2014there\u2019s a back and forth. So why not apply that model to your marketing messages? \u201cSMS has <a href=\"https:\/\/www.retaildive.com\/ex\/mobilecommercedaily\/sms-has-eight-times-the-response-rate-of-email-study\" target=\"_blank\" rel=\"noopener\">eight times the response rate of email<\/a>,\u201d so let customers respond and then send marketing messages to them based on their responses. But, how? Since you can\u2019t have your customer service team or marketing team responding to every text message from your customers, you\u2019ll have to use SMS keywords instead.<\/p>\r\n<h3>What are SMS Keywords?<\/h3>\r\n<p>SMS keywords are words or phrases that your customers can text you that result in an automated content stream related to that keyword. It\u2019s similar for opt-in or <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\" target=\"_blank\" rel=\"noopener\">opt-out<\/a> language. If a customer no longer wants to receive your texts they\u2019ll send \u201cSTOP\u201d and your marketing technology will recognize that keyword and refrain from sending SMS messages to that customer in the future.<\/p>\r\n<p>But, keywords aren\u2019t only for opting in or out of communications, they can be used to help tailor the marketing messages you send to your customers. For example, maybe you send a message to your customers asking them to respond with a list of their favorite products. Your SMS platform can recognize the product keywords and then trigger a journey that only sends them SMS messages related to those products. Not only are you reducing manual efforts for your marketing team, but you\u2019re also creating a more joyful customer experience.<\/p>\r\n<h4>The Positives of Personalized SMS Keywords<\/h4>\r\n<p>SMS keywords give your brand deeper access to customer preferences. Because customers have to opt-in to receive <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">SMS marketing<\/a> messages, you already know they\u2019re interested in your brand. But, with personalized keywords, opening the conversation, you can find out exactly what about your brand resonates with them. In her session at <a href=\"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>\u2019 Senior Retention Marketing Manager, Alyssa Aquino, mentioned, \u201c45% of US respondents said that message frequency and irrelevance were the top turn-offs for the channel.\u201d Staying relevant is key to maintaining engagement and a strong customer relationship.<\/p>\r\n<p>Below is a favorite example of ours from the TV network, Bravo. They\u2019re using their SMS marketing program to give customers the \u201cinside scoop.\u201d<\/p>\r\n\r\n[caption id=\"attachment_100073\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-100073\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Bravo-SMS-Keyword.jpeg\" alt=\"Bravo SMS Keywords\" width=\"512\" height=\"469\" \/> <em>Bravo asks users to respond with their favorite shows to make sure future messages are relevant.<\/em>[\/caption]\r\n\r\n<p>SMS feels super personal, so Bravo is smart in using familiar, conversational language (which aligns with their brand). Not only that, they\u2019ve asked the user which Bravo shows they prefer\u2014SMS keywords\u2014to ensure the content sent going forward will spark user engagement and retention. Using shows\u2014a.k.a. products\u2014as keywords is also a good strategy because it\u2019s not something the user will forget easily.<\/p>\r\n<p>This brings up a good point. What keywords should brands choose to make sure their customers don\u2019t forget and can always re-enter the conversation?<\/p>\r\n<h3>How to Choose an SMS Keyword<\/h3>\r\n<p>When choosing an SMS keyword your brand needs to do some perspective taking. Think about all of the times you, as a customer, have received a discount code and it\u2019s a string of random numbers and letters that you\u2019re expected to remember and type in the next time you make a purchase. It\u2019s frustrating, annoying, and certainly doesn\u2019t create a joyful customer experience. On the flipside, a discount code like \u201cSUMMER20\u201d tells you when the discount code was issued and how much the discount is for. Plus, it\u2019s easy to remember.<\/p>\r\n<p>The same basic principles should be applied to SMS keywords. According to our friends at <a href=\"https:\/\/telnyx.com\/resources\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, \u201cIdeally, your keyword should be a single word that\u2019s easy to remember and related to your business. Avoid using special characters. And avoid using a keyword that\u2019s related to your business in a way that your customers won\u2019t understand, like an internal joke or mantra.\u201d At Iterable, for example, Growth Mindset is one of our values, and every Iterator knows and understands it. But, if we used GROWTHMINDSET as a keyword in an SMS program, it may not be as memorable to customers as something like MARTECH or CROSSCHANNEL. (Hi Google crawlers!)<\/p>\r\n<h3>SMS Keywords to Fuel Cross-Channel Harmonization<\/h3>\r\n<p>Speaking of cross-channel, (see what we did there?) having an understanding of customer preferences will only help to improve the overall cross-channel experience. For example, if you\u2019re receiving an onslaught of SMS keywords from a customer and they\u2019re highly engaged with your SMS content, make that the primary channel for the customer. Email, while important, can be ancillary and support the experience the user is having via SMS. So, if the customer says they like women\u2019s denim through SMS, make sure your emails take that information into account.<\/p>\r\n<p>Your other marketing channels\u2014email, push notifications, in-app messaging, direct mail, etc.\u2014are important for creating a holistic, harmonized experience, but SMS is a platform built for conversation. Start a conversation in SMS and carry the learnings to your other channels.<\/p>\r\n<p><em>To learn more about SMS keywords and how Iterable can help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Using SMS Keywords for Deeper Personalization","post_excerpt":"You can\u2019t have your marketing team responding to every text message from your customers, you\u2019ll have to use SMS keywords instead.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"using-sms-keywords-for-deeper-personalization","to_ping":"","pinged":"","post_modified":"2022-04-19 11:47:17","post_modified_gmt":"2022-04-19 18:47:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100066","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/041922_SMS-Keywords-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS keywords\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/using-sms-keywords-for-deeper-personalization\/"},{"ID":100032,"post_author":"79","post_date":"2022-04-14 08:50:00","post_date_gmt":"2022-04-14 15:50:00","post_content":"<p>We are in the midst of a QR code renaissance. These scannable squares that link to a website have regained popularity because of their contact-free capabilities in a post-pandemic world.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.qrcode.com\/en\/history\/\" target=\"_blank\" rel=\"noopener\">Created in 1994 by DENSO WAVE<\/a>, the QR code was originally developed as a method for storing more information than a traditional barcode, which could only store 20 alphanumeric characters. But, in addition to storing alphanumeric data, Japanese users wanted a code that could store Kanji and Kana\u2014the Japanese print alphabet.<\/p>\r\n<p>And thus, the QR code was born.<\/p>\r\n<p>Nowadays, <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">6.64 billion people worldwide<\/a> have smartphones and, with them, the ability to scan QR codes and seamlessly visit mobile sites or apps. QR codes are particularly helpful when it comes to bridging the digital and physical. Restaurants can use QR codes to lead users to an online menu, stores can use QR codes to provide customers with additional product information, and brands can send direct mail with QR codes, bringing users their website.\u00a0<\/p>\r\n<p>But, as a result of a recent <a href=\"https:\/\/www.pcmag.com\/opinions\/coinbases-mystery-qr-code-super-bowl-ad-is-a-security-nightmare\" target=\"_blank\" rel=\"noopener\">TV spot<\/a>, some users are questioning the security of QR codes. Yes, users can get company information, but what can brands learn about the customers?<\/p>\r\n<h3>Is Privacy a Real Concern?<\/h3>\r\n<p>The recent <a href=\"https:\/\/www.inc.com\/jason-aten\/a-floating-qr-code-was-best-ad-of-super-bowl-there-was-just-1-problem.html\" target=\"_blank\" rel=\"noopener\">TV commercial<\/a>, featuring a floating QR code, sparked some controversy because it was equated to a phishing email. Without any context, viewers were prompted to visit a website\u2014and it worked! But, what information does the brand now have? What doors did this open for actual hackers to try the same thing?<\/p>\r\n<p>A new type of QR-enabled phishing attack has been named \u201c<a href=\"https:\/\/www.govtech.com\/security\/beware-of-quishing-criminals-use-qr-codes-to-steal-data\" target=\"_blank\" rel=\"noopener\">quishing<\/a>.\u201d Because QR codes can bring users to an unknown website, it\u2019s a sneaky way for hackers to steal personal information and behavioral data. Generally, if you ever see a lone QR code, without context, don\u2019t scan it. But, with the right context around them, QR codes can be successfully used by brands.<\/p>\r\n<p>QR codes are a great method for collecting customer information in a situation where gathering customer insights might be difficult. Like <a href=\"https:\/\/consumergoods.com\/case-qr-codes-better-way-brands-gather-first-party-data\" target=\"_blank\" rel=\"noopener\">Consumer Goods Technology<\/a> says, \u201cQR codes work the same way as the traditional methods of first-party data collection\u2014they simply introduce a digital interaction to an otherwise offline space.\u201d But, first-party data isn\u2019t zero-party data. You\u2019re not explicitly asking customers for information, you\u2019re collecting behavioral data, like you would if they visited your website. Telling customers you\u2019re gathering data and then explaining how you\u2019ll use that data can help ease customer concerns around first-party data collection.<\/p>\r\n<h4>Defying the Digital<\/h4>\r\n<p>The tricky part with collecting behavioral data from QR codes, however, is that while it\u2019s expected that brands collect first-party data when customers are actively browsing websites, when customers are offline, they may not want to be pulled into a digital world. QR codes may bridge the gap, but do customers always want to cross the bridge? As Eric Rescorla, CTO of Firefox, told <a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/10\/07\/are-qr-codes-safe\/\" target=\"_blank\" rel=\"noopener\">The Washington Post<\/a>, \u201cI\u2019m not sure I want my pizza place to understand me much better than it does now.\u201d QR codes are not all bad, though.<\/p>\r\n<h3>Are There Benefits of QR Codes?<\/h3>\r\n<p>Bridging gaps and blurring the lines between marketing channels is key in creating a seamless cross-channel marketing experience. The same <a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/10\/07\/are-qr-codes-safe\/\" target=\"_blank\" rel=\"noopener\">Washington Post article<\/a> uses the example of jeans that have a QR code on the tag. Customers can scan the code to learn more information. Then, because of the collected behavioral data, when that same user goes to that brand\u2019s site, the jeans could be waiting in their shopping cart with a discount attached. As Brent Ramos, Director of Product for Search at Adswerve pointed out in the article, \u201cThat\u2019s a benefit for the consumer and the brand, right?\u201d<\/p>\r\n<h4>QR Codes and the Customer Experience<\/h4>\r\n<p>It\u2019s true\u2014creating this frictionless experience is ideal, and even becoming the norm. But, brands still need to <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-5-creating-a-cross-channel-experience\/\" target=\"_blank\" rel=\"noopener\">be overt in how they plan to use collected data<\/a>. Especially when it\u2019s being collected via an originally physical, not digital, channel\u2014like in-store. Creating a cross-channel experience is all about meeting, and exceeding, customer expectations. So, if a customer isn\u2019t expecting to share data in an online space, your brand needs to alert them that this could happen when they scan a QR code.\u00a0<\/p>\r\n<p>Creating a completely digital cross-channel experience is one thing, but jumping between the physical and digital is a whole new animal. Think about when customers click push notifications or open emails and are guided to your app or website. They\u2019re already primed to be in a digital environment, they know there\u2019s a certain level of data being shared and they\u2019re prepared for it. When your brand opts to include QR codes on direct mail assets or in TV spots, it\u2019s important to consider the customer journey. Where is the customer when they\u2019re scanning the QR code? How is taking the customer to your website going to impact their relationship with your brand?\u00a0<\/p>\r\n<p>For example, if your customer is at the mall and is looking to shop in-store, a QR code should link to something that improves their in-store experience, not their online one. Maybe it\u2019s a map that shows shoppers how to find your store in the mall, maybe it\u2019s an in-store-only coupon, maybe it\u2019s both! The experience, offline, is different and needs to be a consideration for your brand when using QR codes.<\/p>\r\n<h3>Be Helpful, Not Disruptive<\/h3>\r\n<p>The moral of the story is that while there may be privacy concerns for customers using QR codes, it shouldn\u2019t be much different than when a customer is on your website. Be explicit about how you\u2019re collecting and using customer data and make it worthwhile for the customer. Your goal, whether using QR codes or not, is to make the customers\u2019 shopping experience easier.\u00a0<\/p>\r\n<p><em>To learn more about creating a seamless cross-channel experience, scan the QR code below or use <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">this link<\/a> to schedule an Iterable demo today.<\/em><\/p>\r\n\r\n[caption id=\"attachment_100033\" align=\"aligncenter\" width=\"300\"]<img class=\"wp-image-100033 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/QRCode-Demo.png\" alt=\"QR Code to Schedule Demo\" width=\"300\" height=\"300\" \/> <em> Scan the QR code to schedule an Iterable demo.<\/em>[\/caption]","post_title":"QR Codes, Privacy, and CX","post_excerpt":"As a result of a recent TV spot, some users are questioning the security of QR codes. What data can brands collect?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"qr-codes-privacy-and-cx","to_ping":"","pinged":"","post_modified":"2022-04-14 11:39:27","post_modified_gmt":"2022-04-14 18:39:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100032","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 14, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/041422_Privacy-QR-Codes_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"QR Codes and CX\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/qr-codes-privacy-and-cx\/"},{"ID":100005,"post_author":"79","post_date":"2022-04-12 09:39:03","post_date_gmt":"2022-04-12 16:39:03","post_content":"<p>We have officially entered Activate season with our first event last week\u2014<a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>. <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a>, our customer engagement conference series, is meant to bring together marketers and inspire them to create lasting marketing moments that evoke customer joy. Activate Virtual was a way for marketers around the world to gather\u2014virtually\u2014and learn from experts in the field and connect with one-another.<\/p>\r\n<p>Speakers included Matthew Luhn, former storyteller at Pixar, who spoke about the power of storytelling to drive emotional connection; Stephanie Richardson, VP of Product Marketing at <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, who highlighted why dynamic, personalized customer lifecycles are critical; Elliot Ross, Technology Evangelist at <a href=\"https:\/\/taxiforemail.com\/\" target=\"_blank\" rel=\"noopener\">Taxi for Email<\/a> by <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost<\/a>, who discussed inclusivity and accessibility in email; Alyssa Aquino, Senior Retention Marketing Associate at <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, who challenged marketers to push the boundaries of \u201ctraditional\u201d <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">SMS marketing<\/a>, and more.<\/p>\r\n<p>If you missed it, don\u2019t worry. You can watch them all on demand <a href=\"https:\/\/onlinexperiences.com\/scripts\/Server.nxp?LASCmd=L:0&amp;AI=1&amp;ShowKey=186383&amp;LoginType=0&amp;InitialDisplay=1&amp;ClientBrowser=0&amp;DisplayItem=NULL&amp;LangLocaleID=0&amp;SSO=1&amp;RFR=https:\/\/onlinexperiences.com\/Launch\/Event.htm?ShowKey=186383\" target=\"_blank\" rel=\"noopener\">here<\/a>. But for a preview, here\u2019s a recap of the key takeaways from each session below. To avoid missing out on all the oodles of Activate content going forward, be sure to <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit Europe in London<\/a> and <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America in San Francisco<\/a>.<\/p>\r\n<h3>Activate Virtual Takeaways, by Session<\/h3>\r\n<h4>Killin\u2019 the Keynote<\/h4>\r\n<p>To start the day, our CMO, Adri Gil Miner, crushed the keynote. Adri highlighted the three key themes that lead to a joyful experience:<\/p>\r\n<ul>\r\n\t<li><strong>Harmonize<\/strong>. This theme is all about blending marketing channels to build a cohesive experience. It\u2019s important to consider the technical requirements needed to execute a harmonized experience and optimize your martech stack to allow you to do so.<\/li>\r\n\t<li><strong>Individualize<\/strong>. Individualization goes behind cohorts and segments. True individualization requires personalized marketing messages and strategies for each unique customer. To individualize, your brand will need to look at event and behavioral data.<\/li>\r\n\t<li><strong>Dynamic Content<\/strong>. Lastly, dynamic content means activating the data you\u2019ve collected. You should be connecting with your audience in real-time, using behavioral triggers to feed them customized content based on their preferences.<\/li>\r\n<\/ul>\r\n<p><strong><em>Adri also introduced our first seasonal release. To learn more, tune into the <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">showcase webinar on May 4<\/a>.<\/em><\/strong><\/p>\r\n<h4>Advice from Airtable<\/h4>\r\n<p>Airtable\u2019s VP of Product Marketing, Stephanie Richardson, discussed the three questions brands should ask themselves when embarking on building a dynamic customer journey.<\/p>\r\n<ul>\r\n\t<li><strong>What does a successful customer look like?<\/strong> Stephanie focused on the definition of a successful customer. For Airtable, as an example, a successful customer was someone who was proficient in a specific area of the platform.<\/li>\r\n\t<li><strong>How do you measure success?<\/strong> Then, Stephanie explained how brands can measure that success. Airtable used a scoring model. They looked at different types of users and examined how the proficiency in certain areas changed and gave them a sophistication score.<\/li>\r\n\t<li><strong>How do you get there faster?<\/strong> Lastly, once you understand what a successful customer looks like and how to measure it, you have to figure out the fastest path to get customers to become successful. Airtable created a specific learning path, with step-by-step directions, for how to drive creator sophistication.<\/li>\r\n<\/ul>\r\n<h4>Successful Storytelling<\/h4>\r\n<p>Pixar\u2019s former Lead Storyteller and Animator, Matthew Luhn, dove into why storytelling is so impactful, especially for marketing. Stories cause consumers to make immediate decisions and rationalize those decisions later. Why? He focused on three key aspects of storytelling:<\/p>\r\n<ul>\r\n\t<li><strong>Memorable<\/strong>. People are more likely to remember something if there\u2019s a story attached to it.<\/li>\r\n\t<li><strong>Impactful<\/strong>. Matthew talked about how the fluctuation between dopamine, oxytocin, and endorphins can leave a lasting impact. When thinking about marketing messaging, create anticipation, empathy, and excitement.<\/li>\r\n\t<li><strong>Personal<\/strong>. Consumer decisions are made based on whether or not they like your brand. But, to like you, they have to know you. By using metaphors, testimonials, and experiences, brands can connect on a personal level with their audiences.<\/li>\r\n<\/ul>\r\n<h4>Delight with Design<\/h4>\r\n<p>Tattly\u2019s former Creative Director, Cristina Gomez, dug deep into what good design actually means. She explored how customers identify good design and how design can impact the overall experience. Delightful design should be:<\/p>\r\n<ul>\r\n\t<li><strong>Attention-grabbing<\/strong>. Like a pretty wine bottle that stands out on a shelf full of other bottles, design has to catch the consumer\u2019s eye.<\/li>\r\n\t<li><strong>Understandable.<\/strong> When design doesn\u2019t get the message across it can become frustrating for the audience. Make sure your design is to-the-point.<\/li>\r\n\t<li><strong>Audience-friendly<\/strong>. Design has to appeal to your audience. Keeping your audiences\u2019 aesthetic preferences in mind when you design helps your brand connect with the right people. For example, if your target audience leans towards gothic, maybe your brand frequently uses black in brand designs.<\/li>\r\n\t<li><strong>Consistent<\/strong>. Design should be consistent across all channels. A brand is more than a logo.<\/li>\r\n<\/ul>\r\n<h4>Elevating Email Experiences<\/h4>\r\n<p>Elliot Ross, Technology Evangelist for Taxi for Email, by Sparkpost, focused specifically on inclusivity and accessibility in email and some changes brands can implement to make a difference right away. Some highlights include:<\/p>\r\n<ul>\r\n\t<li><strong>It\u2019s a mindset change.<\/strong> Accessibility is making sure your emails work for everyone, regardless of whatever challenges they may face. Websites that don\u2019t have accessible or inclusive sites are missing out on a $1.2T market share.<\/li>\r\n\t<li><strong>We\u2019re not the market.<\/strong> Marketers can often think their experience is everyone\u2019s experience, but that\u2019s not the case. Adding accessibility helps us, as marketers, better understand our audiences while differentiating us from competitors.<\/li>\r\n\t<li><strong>Put the customers in the right position.<\/strong> Inclusivity makes the product and brand more relatable. Make sure imagery is natural and reflects real people and language is free of biases. For example, is using copy like \u201ccrazy discount\u201d offensive in relation to mental health?<\/li>\r\n<\/ul>\r\n<h4>Cross-Channel Capabilities<\/h4>\r\n<p>MeUndies\u2019 Senior Retention Marketing Manager, Alyssa Aquino, then took to the virtual stage to talk about what cross-channel marketing looks like, particularly in regards to SMS marketing. She called out three unique features of SMS:<\/p>\r\n<ul>\r\n\t<li><strong>Users choose.<\/strong> Alyssa mentioned one powerful aspect of SMS marketing is that users have to opt-in to receive your brand\u2019s communications. They are choosing to receive your messages, so they are more likely to engage.<\/li>\r\n\t<li><strong>Relevant messaging.<\/strong> Because SMS is a more personal channel, users are particularly sensitive to message frequency and relevancy. \u201c45% of US respondents said that message frequency and irrelevance were the top turn-offs for the channel.\u201d<\/li>\r\n\t<li><strong>Keywords for personalization.<\/strong> Because SMS is a two-way street, users can communicate with your brand directly, via keywords, telling you exactly what kind of content they want.<\/li>\r\n<\/ul>\r\n<h4>Cookieless Conundrum<\/h4>\r\n<p>Iterable\u2019s COO, Jeff Samuels, was joined on stage by <a href=\"https:\/\/www.pacaso.com\/\" target=\"_blank\" rel=\"noopener\">Pacaso<\/a>\u2019s Sr. Lifecycle Marketing Manager, Grace Pratt, and Narrator\u2019s Growth Marketing Consultant, Julie Sun, to discuss what data management and individualization looks like in a world without cookies and third-party data sharing. Three takeaways include:<\/p>\r\n<ul>\r\n\t<li><strong>Customer insights are key.<\/strong> Grace shared that campaigns start by understanding what motivates the customer. What do they value? It helps brands tell stories that relate directly to customer needs and wants. Julie added that brands should have a \u201cnorth star\u201d when collecting customer data. Why do you want this data? What\u2019s the end goal?<\/li>\r\n\t<li><strong>Operate from a place of abundance, not fear.<\/strong> Julie pointed out that there will always be data, and there will always be a lot of it. She advised to not approach marketing with fear, but with the outlook that there are possibilities and you can use those possibilities to tell stories. Think about your customers\u2019 anti-pet peeves\u2014magic moments of success that peak joy.<\/li>\r\n\t<li><strong>If everything is important, nothing is.<\/strong> When trying to collect data, Julie mentioned that you have to first decide what you want the data enhancements to achieve. Pick your battles. Decide what the goal of this enhancement will be, then focus on only that and get consensus internally. Grace added that cross-collaboration is vital for getting buy-in from internal stakeholders.<\/li>\r\n<\/ul>\r\n<p>Not only were invaluable nuggets of wisdom shared by marketing experts, but we had a blast chatting with one-another, sharing experiences, and building networks. If you missed Activate Virtual and want to watch the full sessions, don\u2019t panic. Like we said above, they\u2019re all available on the <a href=\"https:\/\/onlinexperiences.com\/scripts\/Server.nxp?LASCmd=L:0&amp;AI=1&amp;ShowKey=186383&amp;LoginType=0&amp;InitialDisplay=1&amp;ClientBrowser=0&amp;DisplayItem=NULL&amp;LangLocaleID=0&amp;SSO=1&amp;RFR=https:\/\/onlinexperiences.com\/Launch\/Event.htm?ShowKey=186383\" target=\"_blank\" rel=\"noopener\">Activate Virtual site<\/a>. But don\u2019t miss out on the future Activate events!<\/p>\r\n<p><em>Register now for <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a>, in London, and <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\">Activate Summit North America<\/a>, in San Francisco.<\/em><\/p>","post_title":"Top Takeaways From Activate Virtual","post_excerpt":"Activate Virtual was a way for marketers around the world to virtually gather, learn from experts in the field, and connect with one-another.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-from-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-07-20 12:11:19","post_modified_gmt":"2022-07-20 19:11:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100005","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Virtual Takeaways\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-virtual\/"},{"ID":99760,"post_author":"79","post_date":"2022-04-06 09:59:02","post_date_gmt":"2022-04-06 16:59:02","post_content":"<p>Today, we kicked off our global customer engagement conference series with <a href=\"https:\/\/iterable.com\/activate\/virtual\/#registration\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, bringing together the world\u2019s most innovative marketers, product leaders, and data experts together to discuss the latest practices in building authentic customer connections in the digital economy to drive growth.<\/p>\r\n<p>Our day began with keynote addresses from our CMO, Adri Gil Miner, who <span style=\"font-weight: 400;\">unveiled the exciting product and partnership updates in the first <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">seasonal release <\/span><\/a><\/span>of the year. She was followed by Guy Raz, acclaimed radio personality and host of NPR\u2019s \u201c<a href=\"https:\/\/www.npr.org\/series\/490248027\/how-i-built-this\" target=\"_blank\" rel=\"noopener\">How I Built This<\/a>\u201d podcast, who explained how marketers can take brands from good to great.<\/p>\r\n<p>\u201cA moment can make or break a consumer\u2019s relationship with your brand. And now, with the complexities of today\u2019s world\u2014 compliance regulations, changing customer behaviors, and digital acceleration\u2014it's becoming harder and harder for marketers to get these moments right and drive consumers to, not away from, your brand,\u201d shared Adri.<\/p>\r\n<p>\u201cAt Activate Virtual, marketers are encouraged to challenge the status quo of customer connection, and go beyond customer expectations to build joyful experiences that deeply engage customers. Attendees will end the day inspired, and ready to build moments that matter to their customers.\u201d<\/p>\r\n<h3>Methods for Motivating Marketers<\/h3>\r\n<p>Activate is designed to motivate marketers to go beyond the message, the channel, and the moment and focus on creating joyful experiences. An exciting combination of industry leaders, career storytellers, and luminaries will take the stage throughout the day to dig-into the details\u2014technology, data, design, and creativity\u2014of customer connection, including:<\/p>\r\n<ul>\r\n\t<li>Matthew Luhn, former storyteller at Pixar, who will teach marketers how to use the power of storytelling to drive emotional connection<\/li>\r\n\t<li>Stephanie Richardson, VP of Product Marketing at <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, who will highlight why creating dynamic, personalized customer lifecycles are critical to a brand\u2019s long term success<\/li>\r\n\t<li>Elliot Ross, Technology Evangelist for <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost <\/a>and CEO and Co-Founder of <a href=\"https:\/\/taxiforemail.com\/\" target=\"_blank\" rel=\"noopener\">Taxi for Email<\/a>, who will discuss two priorities for the modern marketer: inclusivity and accessibility<\/li>\r\n\t<li>Alyssa Aquino, Senior Retention Marketing Associate at <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, who will challenge marketers to push the boundaries of \u201ctraditional\u201d SMS marketing<\/li>\r\n<\/ul>\r\n<p>Throughout the day, attendees will also have the opportunity to connect with representatives from <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost<\/a>, <a href=\"https:\/\/www.friendbuy.com\/\" target=\"_blank\" rel=\"noopener\">Friendbuy<\/a>, <a href=\"https:\/\/radar.com\/\" target=\"_blank\" rel=\"noopener\">Radar<\/a>, and <a href=\"https:\/\/www.ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>\u2014partners of Iterable and sponsors at the event\u2014and learn from the successes of brands in Iterable\u2019s customer community, like <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, <a href=\"https:\/\/iterable.com\/customers\/calm-3\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/imperfect-foods\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a>, who are setting a new standard of customer experience for modern brands.\u00a0<\/p>\r\n<p>If you're familiar with us, you're familiar with our commitment to culture and corporate social responsibility. <span style=\"font-weight: 400;\">We\u2019re committed to leveraging our platform\u2014and <\/span><span style=\"font-weight: 400;\">partnering<\/span><span style=\"font-weight: 400;\"> with our community\u2014for\u00a0 good. We've<\/span>\u00a0has partnered with their customer <a href=\"https:\/\/thetoucan.app\/\" target=\"_blank\" rel=\"noopener\">Toucan<\/a>, a UK-based app that streamlines charitable giving, for \u201c<a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\" target=\"_blank\" rel=\"noopener\">Activate for Ukraine<\/a>,\" a charitable campaign challenging Activate attendees to raise \u00a350,000 over the course of 24 hours for three charities with boots on the ground in Ukraine. <span style=\"font-weight: 400;\">Help support our campaign: <\/span><a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\"><span style=\"font-weight: 400;\">donate here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\r\n\r\n[caption id=\"attachment_99769\" align=\"alignnone\" width=\"1259\"]<img class=\"size-full wp-image-99769\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Screen-Shot-2022-04-05-at-11.47.32-AM.png\" alt=\"Activate for Ukraine\" width=\"1259\" height=\"1268\" \/> <em>We've partnered with Toucan to ensure we're taking the opportunity to give back to those in need. If you can, donate to <a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\" target=\"_blank\" rel=\"noopener\">Activate for Ukraine<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Just the Beginning<\/h3>\r\n<p>Iterable will continue its Activate series by bringing the event in-person with Activate Summit in London on 25-26 May 2022 and San Francisco on September 7-9, 2022. Each Activate event is unique, with different speakers, sessions, and opportunities.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit in London<\/a> and\u00a0<a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit in San Francisco<\/a> today!<\/em><\/p>","post_title":"Iterable Kicks Off Activate Virtual","post_excerpt":"We kicked off our global customer engagement conference series with Activate Virtual, motivating marketers to create joyful experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-kicks-off-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-04-06 09:59:02","post_modified_gmt":"2022-04-06 16:59:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99760","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/040622_Post-Keynote_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Virtual\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-kicks-off-activate-virtual\/"},{"ID":99939,"post_author":"79","post_date":"2022-04-06 09:13:18","post_date_gmt":"2022-04-06 16:13:18","post_content":"<p>Activate Virtual is here, and with it, endless excitement! Adriana Gil Miner, CMO here at Iterable, started Activate with a bang by unveiling our first Seasonal Release, which included Iterable Studio, native Web-In App module, and a partnership with global SMS platform <a href=\"https:\/\/telnyx.com\/?utm_source=ppc&amp;utm_medium=adwords&amp;utm_campaign=brand-2017-USUKCanIE-google&amp;gclid=CjwKCAjw0a-SBhBkEiwApljU0szkJ2lglE0g8tdWJ54KGSr4AtX7KLpfq7azHQBhk4eUM2go54Z_JBoCU58QAvD_BwE\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>.<\/p>\r\n<p>These new features and capabilities are designed to help brands harmonize experiences across interaction channels\u2014a key pillar of our vision to deliver joyful customer experiences for every organization in the world. Learn more about the seasonal release below, and by joining our <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Seasonal Product Showcase webinar<\/a> on May 4.<\/p>\r\n<h3>Delivering Harmonized Cross-Channel Experiences<\/h3>\r\n<p>According to <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, 73% of consumers use multiple channels in their buying journey. This hyper-connected consumer demands a consistent experience across every channel\u2014email, social media, mobile app, website, and more. Most brands have a gap between their customer data stack and their interaction channels and they can\u2019t easily activate engagement across channels with exactitude for millions of customers. The new capabilities introduced in Iterable\u2019s release are designed to enable marketers to meet consumer demands and build frictionless cross-channel communications with ease.<\/p>\r\n<p>\u201cThe pandemic profoundly affected how people live, work, and interact with the world around them. But while people are more digitally connected now than ever before, they are feeling emotionally distant, and are looking for opportunities to fill that void,\u201d shares Bela Stepanova, VP of Product at Iterable. \u201cTo build trust and loyalty with today\u2019s consumer, businesses need to deliver experiences that drive long-term and authentic relationships. As the only platform that is built to activate customer data across all touchpoints and channels, Iterable ensures that cross-channel connection is easy, efficient, and effective.\u201d<\/p>\r\n<h4>Automate Rich Customer Journeys with Iterable\u2019s New Studio<\/h4>\r\n<p>Whether designing a <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">welcome series<\/a>, <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback<\/a> journey, or promotion and engagement push, having the right data\u2014and a unified visual platform\u2014is critical for marketers. That\u2019s what Iterable\u2019s all-new Studio delivers. Studio combines Iterable\u2019s world-class data engine with an approachable and intuitive no-code user interface (UI), <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora UX<\/a>, that makes it easy to visually design and harmonize rich experiences across channels without having to rely on technical resources. Additional Studio UI enhancements, like side-by-side interaction between Studio and editing, a new flowchart interface, and drafts, were designed to enhance and facilitate collaboration capabilities between marketing colleagues, ensuring marketing teams can build harmonized experiences together, easier than ever before.<\/p>\r\n<h4>New Global SMS\/MMS Partnership with Telnyx<\/h4>\r\n<p>With over <a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">95% of the global population<\/a> actively on their smartphones throughout the day\u2014<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">5 billion<\/a> of whom send and receive SMS messages\u2014mobile has become an incredibly powerful tool for marketers to connect with consumers around the world. To help marketers fully activate the full potential of SMS, Iterable has expanded their SMS partnerships with <a href=\"https:\/\/telnyx.com\/\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, a carrier-direct SMS\/MMS provider that reaches over 230 countries with unmatched scale, deliverability, and support. With Iterable and Telynx, marketers have more options, flexibility, and competitive pricing for their SMS and MMS sends globally than ever before, ensuring that SMS can be easily and affordably integrated into the cross-channel toolkit of every brand.<\/p>\r\n<p>\u201cSMS is an incredibly powerful means of connecting with customers, and is a core part of a high-impact cross-channel communications strategy. Still, many marketers have faced considerable barriers to integrating SMS into their cross-channel collection\u2014like high cost, complex global connectivity and regulatory challenges, and lacking support\u2014ultimately leading to opportunities and revenue lost.\u201d shares David Casem, CEO at Telnyx.<\/p>\r\n<p>\u201cThese are pain points that Telnyx was built to relieve, and we\u2019re thrilled to bring our mobile channel capabilities to Iterable\u2019s customers. With Iterable and Telnyx, marketers will be able to unlock the full potential of SMS marketing with ease, comfort, and confidence.\u201d<\/p>\r\n<h4>Create Immersive Web Experiences with a Simple Drag and Drop<\/h4>\r\n<p>Consumers expect consistency when interacting with a brand across marketing channels, and, for marketers, ease of creating these cohesive experiences is paramount. With Iterable\u2019s Web In-App, which enables the creation of targeted, personalized messaging to desktop and mobile website users alike, marketers can create frictionless cross-channel customer experiences easier than ever before. Web In-App includes an updated template creation experience with customizable form factors and drag-and-drop accessibility, new campaign targeting abilities, and In-App workflow web connections. With these capabilities, and more, marketers of any technical ability can create personalized, harmonized experiences for customers at scale.<\/p>\r\n<h3>Joyful Experiences for Customers and Consumers<\/h3>\r\n<p>We\u2019re hyper-focused on bringing joy to every consumer, by empowering marketers with the tools they need to create joyful customer experiences. Additional updates and enhancements included in this release make joy a reality, including:<\/p>\r\n<ul>\r\n\t<li>An all new drag-and-drop editor, enhanced campaign creation experience, and mobile creation capabilities<\/li>\r\n\t<li>iOS15 notification summary updates that provide marketers peace of mind that their critical messages were delivered<\/li>\r\n\t<li>Iterable\u2019s Aurora User Experience rollout continues across Snippets, creating a more approachable, and intuitive experience for building reusable content across all channels<\/li>\r\n\t<li>User Profiles, which, powered by Iterable\u2019s first-class data model, contains all the information marketers need to understand users, was redesigned to improve how marketers see, access, and deploy customer user data, setting a new standard for data activation<\/li>\r\n<\/ul>\r\n<p>These updates and more underline our commitment to constant innovation and execution and ensure that Iterable\u2019s customers can continue to deliver joyful experiences to consumers around the world.<\/p>\r\n<p><em>Join Iterable\u2019s <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Seasonal Product Showcase webinar<\/a> on May 4 to learn more.<\/em><\/p>","post_title":"And We\u2019re Off! Our First Seasonal Release Unveiled at Activate Virtual","post_excerpt":"Adriana Gil Miner, CMO here at Iterable, started Activate with a bang by unveiling our first Seasonal Release.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"and-were-off-our-first-seasonal-release-unveiled-at-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-04-06 09:13:18","post_modified_gmt":"2022-04-06 16:13:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99939","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Seasonal Release\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/and-were-off-our-first-seasonal-release-unveiled-at-activate-virtual\/"},{"ID":99699,"post_author":"79","post_date":"2022-04-04 17:05:04","post_date_gmt":"2022-04-05 00:05:04","post_content":"<p>What is harmony? You know it when you hear it. The perfect blend of notes that catches your attention and sends chills of joy down your spine. It\u2019s hard to define, but easy to recognize. We think of cross-channel marketing the same way. There\u2019s an art to seamlessly connecting marketing channels\u2014like going from email to mobile and back again\u2014and creating a cohesive customer experience. When it works, it works\u2014it\u2019s unmistakable.<\/p>\r\n<p>In our latest ebook, we take four go-to marketing campaigns\u2014Welcome and Onboarding, Promotional, Abandonment, and Re-Engagement\u2014and tear them down to the studs to understand the various elements that make each campaign effective.<\/p>\r\n<p>By looking at what the campaign is, why it matters, what instruments are needed, and tips for elevating each campaign, we set out to answer the question, \u201cWhat makes the experience of this campaign harmonious?\u201d<\/p>\r\n<p>In each campaign we highlight some events of note\u2014actions users can take that trigger these campaigns. Below is a preview of the four campaigns and how the events of note tie back to each of them.<\/p>\r\n<h3>Events of Note<\/h3>\r\n<h4>Welcome and Onboarding Campaigns<\/h4>\r\n<p>Welcome and onboarding campaigns are when your users are most engaged. You should plan to initiate these types of campaigns around first-time interactions with your brand.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Account Creation<\/li>\r\n\t<li>Free Trials<\/li>\r\n\t<li>First Login<\/li>\r\n\t<li>App Downloads<\/li>\r\n<\/ul>\r\n<p>All of these events of note are the perfect actions to trigger a welcome or onboarding sequence. Account creation and Free Trials are perfect for a welcome campaign that introduces the user to what your brand is all about. First logins and app downloads are a perfect time to send onboarding campaigns to help users get familiar with your product or interface. Plus, sending emails after an app login or download is the perfect example of a cross-channel experience\u2014you\u2019re recognizing the user regardless of the channel they choose.<\/p>\r\n<h4>Promotional Campaigns<\/h4>\r\n<p>Promotional messaging is generally the bulk of how brands keep ties with customers, so it\u2019s imperative for marketers to make the most of promotional campaigns to get a share of a user\u2019s attention. Promotional campaigns should be sent when users are in the mix with your brand\u2014they\u2019re not new and they\u2019re not churning.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Discounts<\/li>\r\n\t<li>Launches<\/li>\r\n\t<li>Recommendations<\/li>\r\n\t<li>Upsells<\/li>\r\n<\/ul>\r\n<p>These events of note are less trigger-based and more about maintaining engagement with exciting new opportunities. Promotional campaigns keep customers in the loop. So, when your brand is offering steep discounts or new product launches, loyal customers should be the first to know. Discounts, in particular, can be timely, so, in addition to emails, using <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> to alert customers quickly creates a cross-channel experience\u2014playing to each channels\u2019 strengths. Recommendations and upsells can also feature dynamic content, curated for each individual customer, not only keeping them informed, but personalizing the experience.<\/p>\r\n<h4>Abandonment Campaigns<\/h4>\r\n<p>Abandonment campaigns remind customers of left-behind items or actions needing completion before a conversion event. We all know you should remind customers to complete an action with cart abandonment or browse abandonment campaigns, but what about other abandoned actions?<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Near transactions<\/li>\r\n\t<li>Account upgrades<\/li>\r\n\t<li>Incomplete signups<\/li>\r\n<\/ul>\r\n<p>Abandonment campaigns don\u2019t always have to be tied to a shopping cart. Sure, launching an abandonment campaign when a customer is close to purchase is effective, but there are even more opportunities to use this type of campaign. If a customers\u2019 trial or intro-level account membership is about to lapse, you can remind them to upgrade. Or, if a customer has started filling out a form on your site to create an account but leaves, this is another good opportunity to introduce an abandonment campaign\u2014have them pick up where they left off, regardless of whether they started with your app or desktop site.<\/p>\r\n<h4>Re-Engagement Campaigns<\/h4>\r\n<p>Lastly, re-engagement campaigns focus on eliciting engagement from subscribers experiencing waning interaction and activity levels. Re-engaging customers can be a hard hurdle to overcome, but knowing when to initiate a re-engagement campaign, based on certain user events, can make the process easier.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Lapsed engagement<\/li>\r\n\t<li>Feedback gathering<\/li>\r\n\t<li>Winback<\/li>\r\n<\/ul>\r\n<p>Re-engagement campaigns are essential in a cross-channel marketing strategy because they can be used on a channel-by-channel basis. If a customer is showing lapsed engagement on a certain channel, you can trigger a re-engagement campaign specifically designed for that channel. So, if they haven\u2019t been opening emails, try a push notification or an <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>. Re-engagement campaigns are also great for collecting feedback\u2014zero-party data. Why is the customer engaging less? What content would they engage with more?<\/p>\r\n<p>And, even though re-engagement campaigns generally bring users back on specific channels, when channels are combined, you can use re-engagement campaigns to win back a customer and rebuild the relationship as a whole.<\/p>\r\n<h3>Each Campaign is Essential in a Cross-Channel Orchestra<\/h3>\r\n<p>You\u2019ll notice in the ebook that each of these campaigns has been assigned an orchestra section. While each campaign could be used on its own, true cross-channel harmony comes from all of the campaigns being woven together for a consistent and seamless cross-channel customer experience.<\/p>\r\n<p><em>For a more in-depth look at each campaign, <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">download the full ebook<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>","post_title":"Orchestrate Your Cross-Channel Campaigns for Peak Harmonization","post_excerpt":"Like harmony, cross-channel marketing is hard to define, but easy to recognize. There\u2019s an art to creating a cohesive customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"orchestrate-your-cross-channel-campaigns-for-peak-harmonization","to_ping":"","pinged":"","post_modified":"2022-04-04 17:05:04","post_modified_gmt":"2022-04-05 00:05:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99699","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/04\/Harmonization-Ebook_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"cross-channel harmonization\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/"},{"ID":99333,"post_author":"88","post_date":"2022-03-31 13:45:59","post_date_gmt":"2022-03-31 20:45:59","post_content":"<p><span style=\"font-weight: 400;\">Did you know that <\/span><b>90% of customers<\/b><span style=\"font-weight: 400;\"> expect consistent interactions across channels?\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">At Iterable, we believe that personalization and cross-channel experiences are the two keys to a perfectly harmonized experience. We\u2019d like to help you find the right strategy that resonates with your audience.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside our guide to orchestrating cross-channel campaigns, we\u2019ve deconstructed four popular marketing campaigns to walk you through recreating your own versions for a perfectly harmonized lifecycle journey.\u00a0<\/span><\/p>\r\n<p><b>Download this guide to learn:<\/b><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to adapt these foundations to fit your brand\u2019s marketing strategies<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to mix behavioral data, an easy-to-use tech stack, and a flair for creativity to make perfect harmony\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tips on ways to up-level your cross-channel personalization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Best practices on harmonizing your campaign messaging across channels <\/span><\/li>\r\n<\/ul>","post_title":"How to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization","post_excerpt":" 4 Essential Campaigns to Complete Your Ensemble","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization","to_ping":"","pinged":"","post_modified":"2022-05-02 09:01:55","post_modified_gmt":"2022-05-02 16:01:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99333","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 31, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"511\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/"},{"ID":99682,"post_author":"79","post_date":"2022-03-31 11:29:49","post_date_gmt":"2022-03-31 18:29:49","post_content":"<p>We\u2019re all familiar with <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data, first-party data<\/a>, and even third-party data. What we\u2019ve skipped over, however, is second-party data. Second-party data, according to <a href=\"https:\/\/digiday.com\/media\/wtf-is-second-party-data\/\" target=\"_blank\" rel=\"noopener\">Digiday<\/a>, is \u201cdata that a user hasn\u2019t shared with you directly, but you\u2019re able to legally access via a direct relationship with another business or through a private marketplace run by a media owner.\u201d<\/p>\r\n<p>We always talk about the customer-brand relationship and rarely the brand-brand relationship, but clearly, there are some benefits to collaborating with similar organizations. Take <a href=\"https:\/\/www.dickssportinggoods.com\/\" target=\"_blank\" rel=\"noopener\">Dick\u2019s Sporting Goods<\/a> and <a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, for example. In November of last year, they <a href=\"https:\/\/www.cnbc.com\/2021\/11\/03\/nike-and-dicks-sporting-goods-integrate-loyalty-programs.html\" target=\"_blank\" rel=\"noopener\">combined their loyalty programs<\/a>. Customers could then shop for exclusive Nike products and Dick\u2019s products via one portal. Nike wants to reach Dick\u2019s customers, who are in the market for footwear, and Dick\u2019s wants to honor the relationship they have with one of their largest brands.Through this partnership, both brands are looking to better understand customer preferences.<\/p>\r\n<p>While there are upsides to creating partnerships, what\u2019s curious is the sudden uptick in the desire for second-party data. What\u2019s causing this increase in brand partnerships?<\/p>\r\n<h3>Why Second-Party Data Is Gaining Popularity<\/h3>\r\n<p>When one door closes, another opens. According to <a href=\"https:\/\/www.marketingdive.com\/news\/what-to-know-about-second-party-data-as-marketers-tilt-toward-collaboration\/593462\/\" target=\"_blank\" rel=\"noopener\">Marketing Dive<\/a>, \u201c25% of businesses view second-party partnerships as their top priority, while nearly half (49%) said it was a high priority.\u201d No, brand partnerships aren\u2019t new, but second-party data is finally having its time in the spotlight\u2014thanks to the <a href=\"https:\/\/www.thetradedesk.com\/us\/news\/what-the-tech-is-cookie-deprecation\" target=\"_blank\" rel=\"noopener\">soon-to-be-deprecated third-party cookies<\/a>.<\/p>\r\n<p>Privacy is taking a front seat in the customer experience and, by removing third-party cookies from Chrome, Google is forcing marketers to become a bit more creative in how they connect and communicate with their audiences.<\/p>\r\n<p>In addition to serving as a solution for the death of third-party cookies, second-party data adds a surprising element of personalization to the customer experience. Customers now <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">expect brands to know who they are and what they like<\/a>. So, if multiple brands are getting together and discussing what works best for their customers, sharing information, and figuring out how to market to them in a way that\u2019s most impactful, it\u2019s going to add a level of customization to the overall customer experience.<\/p>\r\n<p>As <a href=\"https:\/\/www.clickz.com\/why-marketers-are-giving-second-party-data-a-second-look\/263882\/\" target=\"_blank\" rel=\"noopener\">ClickZ<\/a> says, \u201cData teams can mix and match second-party data in ways that best suit their needs, no matter the vertical because it can be delivered through marketplaces in unstructured form. This way data teams can mold it to apply to the unique purposes of each brand.\u201d<\/p>\r\n<h4>Fueling a Personalized Customer Experience<\/h4>\r\n<p>As an example, let\u2019s take a look at <a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019<\/a> and <a href=\"https:\/\/www.waze.com\/\" target=\"_blank\" rel=\"noopener\">Waze<\/a>. Waze, the navigation app, had customer location information, something Dunkin\u2019, a coffee chain, may not have access to. Waze needs customers to share their location to effectively use their app, while using the Dunkin\u2019 app doesn\u2019t require location-sharing.<\/p>\r\n\r\n[caption id=\"attachment_99689\" align=\"alignnone\" width=\"752\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Dunkin-and-Waze-Second-Party-Data.webp\" rel=\"attachment wp-att-99689\"><img class=\"size-full wp-image-99689\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Dunkin-and-Waze-Second-Party-Data.webp\" alt=\"Dunkin' and Waze Partnership\" width=\"752\" height=\"492\" \/><\/a> <em> Dunkin' and Waze shared second-party data to provide a seamless experience to their audiences. Source: <a href=\"https:\/\/www.data-axle.com\/resources\/blog\/second-party-data-the-complete-primer\/\" target=\"_blank\" rel=\"noopener\">Data Axle<\/a>.<\/em>[\/caption]\r\n\r\n<p>However, <a href=\"https:\/\/www.data-axle.com\/resources\/blog\/second-party-data-the-complete-primer\/\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019 and Waze partnered<\/a> and exchanged customer information to provide a one-of-a-kind user experience, showing those users on Waze where the nearest Dunkin\u2019 location is and even allowing them to order ahead through the Waze app. A match made in heaven.<\/p>\r\n<h3>How to Pick the Right Partner<\/h3>\r\n<p>There are obvious benefits to partnering with a brand\u2014access to more customer data, new channels to reach audiences, etc.\u2014but it requires more than just putting brands you like into a hat and picking a partner. It\u2019s important to consider the \u201cwho,\u201d \u201cwhat,\u201d \u201cwhy,\u201d and \u201chow\u201d when it comes to establishing a partnership.<\/p>\r\n<h4>Who Are You Trying to Reach?<\/h4>\r\n<p>Partnering with another brand hinges on having similar audiences. Trying to cast a wide net to appeal to a huge combined, dissimilar audience will come across as inauthentic. Combining two totally different audiences doesn\u2019t mean you\u2019ll capture more attention. In fact, you\u2019ll likely end up alienating the majority.<\/p>\r\n<p>Take <a href=\"https:\/\/www.apple.com\/\">Apple<\/a> and <a href=\"https:\/\/www.u2.com\/\" target=\"_blank\" rel=\"noopener\">U2<\/a> for example. The duo started off okay with their famous 2004 <a href=\"https:\/\/www.youtube.com\/watch?v=B9b5WlqOAIA\" target=\"_blank\" rel=\"noopener\">\u201cVertigo\u201d commercial<\/a>, but then tanked in 2014 when they provided the entire Apple audience with a free U2 album, automatically downloaded on their devices. Yes, people who like music may like U2, but not everyone who likes music likes them or wants their entire album. People felt <a href=\"https:\/\/africafeeds.com\/2019\/10\/14\/avoiding-mistakes-top-corporations-that-failed-in-partnership\/\" target=\"_blank\" rel=\"noopener\">the free \u201cgift\u201d was an intrusion<\/a> and the antithesis of personalization. It\u2019s the equivalent of sending a batch-and-blast email to everyone, without any segmentation. This partnership put the \u201cno\u201d in \u201cBono.\u201d<\/p>\r\n<h4>What Are You Aiming to Learn?<\/h4>\r\n<p>Next, you have to think about what information the brand partnership will provide. You\u2019re looking for more audience data, but what kind of data? <a href=\"https:\/\/powerdigitalmarketing.com\/blog\/what-is-second-party-data\/#gref\" target=\"_blank\" rel=\"noopener\">Power Digital Marketing<\/a> says, \u201csecond-party data is like a networking event filled with all of the right people. By attending this party, you can mingle with everyone you\u2019ve been dying to connect with and accelerate your business growth as a result.\u201d<\/p>\r\n<p><a href=\"https:\/\/www.potterybarn.com\/\" target=\"_blank\" rel=\"noopener\">Pottery Barn<\/a> and <a href=\"https:\/\/www.sherwin-williams.com\/\" target=\"_blank\" rel=\"noopener\">Sherwin-Williams<\/a> developed a <a href=\"http:\/\/hfbusiness.com\/hfbnow\/articleid\/96\/pottery-barn-sherwin-williams-paint-partnership\" target=\"_blank\" rel=\"noopener\">highly successful partnership<\/a> because the data they each were looking for could be provided by the other. Pottery Barn, a home furnishing brand, and Sherwin-Williams, a paint brand, go hand-in-hand. Customers who are looking to re-do a room will likely be looking for new furniture and new paint, so why not share that information. By creating Sherwin-Williams palettes that pair with Pottery Barn furniture, the two brands were able to tap into customer preferences and needs.<\/p>\r\n<h4>Why Do You Want the Data and How Will You Use It?<\/h4>\r\n<p>Getting the data is one thing, using it is another. Both your brand and your partner brand have to plan how the shared data will be used to benefit each of you. Taking advantage of each brands\u2019 strengths can not only provide the individual brands with vital information that can be implemented in each brands\u2019 marketing strategies, but it can also actually lead to new product development. According to <a href=\"https:\/\/visualobjects.com\/digital-marketing\/blog\/cobranding\" target=\"_blank\" rel=\"noopener\">Visual Objects<\/a>, \u201cMost consumers (71%) enjoy it when companies offer co-branded products, which encourages businesses to give partnerships a try.\u201d<\/p>\r\n<p><a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a> and <a href=\"https:\/\/www.tiktok.com\/en\/\" target=\"_blank\" rel=\"noopener\">TikTok<\/a> is an example of a successful partnership that resulted in a product that plays to each brands\u2019 strengths: \u201c<a href=\"https:\/\/postmates.com\/blog\/postmates-and-tiktok-launch-tiktok-treats\/\" target=\"_blank\" rel=\"noopener\">TikTok Treats<\/a>.\u201d Postmates, a food delivery company, wanted to take advantage of the food videos TikTok\u2019s audience deemed viral and bring them into reality. TikTok, a social media app, doesn\u2019t have a physical channel, but through Postmates was able to go beyond the screen and connect with their audiences IRL.<\/p>\r\n<h3>Second-Party Data as a New Personalization Tool<\/h3>\r\n<p>Brand partnerships can be highly beneficial. Now, we\u2019re not saying go knock on your direct competitors\u2019 doors in the hopes they\u2019ll share customer data\u2014that\u2019s not gonna work. But, you can think strategically about brands that pair well with your mission or brands that have similar audiences to create curated experiences. At the end of the day, a personalized experience is what customers are really looking for from their brand relationships.<\/p>\r\n<p><em>To learn more about creating a personalized customer experience, download <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">Personalization for Dummies<\/a>.<\/em><\/p>","post_title":"Understanding Brand Partnerships and Second-Party Data","post_excerpt":"While there are upsides to creating partnerships, what\u2019s curious is the sudden uptick in the desire for second-party data. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"understanding-brand-partnerships-and-second-party-data","to_ping":"","pinged":"","post_modified":"2022-03-31 11:29:49","post_modified_gmt":"2022-03-31 18:29:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99682","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 31, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Second-Party Data and Brand Partnerships\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/understanding-brand-partnerships-and-second-party-data\/"},{"ID":99625,"post_author":"71","post_date":"2022-03-30 10:47:19","post_date_gmt":"2022-03-30 17:47:19","post_content":"<p>Frictionless experiences are key to acquiring and retaining customers today, and ease of creating them for marketers is paramount. Whether it\u2019s your website, SMS, or email\u2014all of your marketing messages must be consistent and joyful to achieve meaningful business outcomes.<\/p>\r\n<p>And that\u2019s why we\u2019re so excited to invite you to our Spring release product showcase, where we\u2019ll cover the latest Iterable capabilities designed to help you create and harmonize cross-channel experiences.<\/p>\r\n<p><strong>Join us on May 4 and come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>An overview of the latest product capabilities and partnerships to help you easily create harmonized experiences.<\/li>\r\n\t<li>Demonstrations of key new capabilities within Iterable.<\/li>\r\n\t<li>The opportunity to have all of your burning questions answered by the Iterable Product team.<\/li>\r\n<\/ul>","post_title":"Drive Outcomes with Harmonized Cross-Channel Experiences","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"spring-22-product-release","to_ping":"","pinged":"","post_modified":"2022-08-02 09:12:30","post_modified_gmt":"2022-08-02 16:12:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=99625","menu_order":9,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 30, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":62,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/spring-22-product-release\/"},{"ID":99640,"post_author":"79","post_date":"2022-03-30 09:22:50","post_date_gmt":"2022-03-30 16:22:50","post_content":"<p>We\u2019re proud to share that Iterable was recognized as one of the <a href=\"https:\/\/www.inc.com\/regionals\/pacific\" target=\"_blank\" rel=\"noopener\">fastest growing companies<\/a> by Inc, ranking No. 66 on its third annual Inc. 5000 Regionals: Pacific list\u2014the most prestigious ranking of the fastest-growing private companies based in Alaska, Hawaii, California, Oregon, and Washington. This Inc. Regionals list provides a unique look at the most successful private companies\u2014within the Pacific region\u2014generating sustainable growth and jobs.<\/p>\r\n<p>\u201cThis year\u2019s Inc. 5000 Regional winners represent one of the most exceptional and exciting lists of America\u2019s off-the-charts growth companies. They\u2019re disruptors and job creators, and all delivered an outsize impact on the economy. Remember their names and follow their lead. These are the companies you\u2019ll be hearing about for years to come,\u201d says Scott Omelianuk,<br \/>\r\nEditor-in-chief of Inc.<\/p>\r\n<p>The 150 companies accompanying Iterable on the list show a remarkable rate of growth across all industries in the Pacific. Between 2018 and 2020, these organizations had an average growth rate of 195% percent and, in 2020 alone, they added 10,252 jobs and $5.1 billion to the Pacific region\u2019s economy.<\/p>\r\n<h3>Growth for Good<\/h3>\r\n<p>As an Inc. Regional honoree, Iterable shares a pedigree with brands like Under Armour, Microsoft, Jamba Juice, Timberland, Patagonia, and Oracle. We\u2019re proud to be recognized alongside organizations that value purpose as much as they do profitability, and, like Iterable, are committed to leveraging their growth for good.<\/p>\r\n<p>\u201cAt Iterable, we\u2019re inspired by companies, like Patagonia and Airbnb, who consider the \u201cbig picture.\u201d Big picture thinking allows us to make smarter, scalable, and more responsible decisions, and consider people, places, and priorities beyond ourselves. What we found early on is that when we do the right things for our people\u2014our customers, our communities, and our employees\u2014it winds up being good for business,\u201d shares Andrew Boni, CEO and co-founder of Iterable. \u201cOur commitment to care has a significant impact on our team, resulting in better collaboration, innovation, and execution. Inc.\u2019s recognition of Iterable is a sign that what we are doing\u2014working with our \u201cbig picture\u201d mentality\u2014is working. We are here for good, to do good. And that feels great.\u201d<\/p>\r\n<h3>March Momentum<\/h3>\r\n<p>March has been a big month for Iterable. Over the past month, we:<\/p>\r\n<ul>\r\n\t<li>Celebrated Iterable\u2019s 9th Birthday<\/li>\r\n\t<li>Were recognized by Forbes as one of <a href=\"https:\/\/www.forbes.com\/lists\/americas-best-startup-employers\/?sh=2f3253342ad7\" target=\"_blank\" rel=\"noopener\">America\u2019s Best Startup Employers<\/a><\/li>\r\n\t<li>Were named a <a href=\"https:\/\/iterable.com\/blog\/forrester-wave-q1-2022\/\" target=\"_blank\" rel=\"noopener\">Strong Performer<\/a> by The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/li>\r\n\t<li>Were <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report\/\" target=\"_blank\" rel=\"noopener\">named a Marketing Automation Leader<\/a> in Spring 2022 G2 Grid\u00ae Report<\/li>\r\n\t<li>Hosted our Inaugural Women\u2019s Empowerment Conference<\/li>\r\n\t<li>Kicked off our global growth (starting in <a href=\"https:\/\/iterable.com\/company\/job\/?gh_jid=3898252\" target=\"_blank\" rel=\"noopener\">Australia\/New Zealand<\/a> and <a href=\"https:\/\/iterable.com\/company\/job\/?gh_jid=4077498\" target=\"_blank\" rel=\"noopener\">Latin America<\/a>!<\/li>\r\n<\/ul>\r\n<p>These accolades, achievements, and milestones are each significant in their own right. But looking collectively, they showcase something much greater: our commitment to delivering on our promise of excellence to our customers and employees.<\/p>\r\n<p>In nine years time, it won\u2019t matter who was the \u201cfastest growing company\u201d in 2022. But it will matter who invested in the infrastructure necessary to sustain that success.<\/p>\r\n<p>We\u2019re gaining momentum every day. And we are excited for what\u2019s to come.<\/p>\r\n<p><em>Ready to kick-off your growth journey? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Set up a demo<\/a> with our team today!<\/em><\/p>","post_title":"Inc. Names Iterable One of America\u2019s Fastest Growing Companies","post_excerpt":"Iterable was recognized as one of the fastest growing companies by Inc, ranking No. 66 on its third annual Inc. 5000 Regionals: Pacific list.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"inc-names-iterable-one-of-americas-fastest-growing-companies","to_ping":"","pinged":"","post_modified":"2022-03-30 09:22:50","post_modified_gmt":"2022-03-30 16:22:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99640","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Inc 5000 Regionals\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/inc-names-iterable-one-of-americas-fastest-growing-companies\/"},{"ID":99604,"post_author":"79","post_date":"2022-03-29 09:25:36","post_date_gmt":"2022-03-29 16:25:36","post_content":"<p>We always talk about creating personalized, seamless customer experience across marketing channels. There shouldn\u2019t be any kinks in the user\u2019s journey\u2014customers should be able to pick up exactly where they left off, regardless of how, where, and when they interact with your brand.\u00a0<\/p>\r\n<p>This concept of building a seamless connection has been translated into the automotive industry. Cars are getting a lot smarter these days and behind that intelligence there\u2019s technology. Various technologies can recognize the driver, self-park the car, predict maintenance, etc. and with them comes a host of new data possibilities.<\/p>\r\n<p>Now, think of these different technologies as marketing channels and the car owner as the customer. The automotive Internet of Things (IoT) refers to the <a href=\"https:\/\/www.aimprosoft.com\/blog\/automotive-iot-use-cases-for-cars-vehicles\/\" target=\"_blank\" rel=\"noopener\">connection across all of these various technologies<\/a> to create a unique experience for the car owner. Novel automotive IoT connectivity speaks to the broader demand for individualized experiences\u2014wherever and whenever available\u2014and how one industry is doing things a bit differently.<\/p>\r\n<h3>Why Individualized Experiences Matter<\/h3>\r\n<p>Today, partially as a result of a pandemic-induced <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, customers are accustomed to hyper-personalized marketing tactics. In the latest iteration of <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">personalized marketing<\/a>, customers are starting to assign high value to one-on-one interactions with brands.\u00a0<\/p>\r\n<p>As <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> said, \u201cIn the best personalized experiences, retailers make the customer part of the dialogue and leverage data to create one-to-one personalization. Customers receive offers that are targeted not just at customers like them, with brands targeting at the segment level with broad-based offers, but at them as individuals, with products, offers, and communications that are uniquely relevant to them.\u201d<\/p>\r\n<p>It only takes one brand implementing an individualized approach to create a snowball effect on customer expectations. These new expectations have extended into the automotive industry. From self-driving cars to memorized seat positioning based on the driver, driving a car has become a hyper-individualized experience.<\/p>\r\n<h3>Automotive IoT as a Continuation of Individualization<\/h3>\r\n<p>Before we explore specifically how automotive IoT is an expansion of individualization, let\u2019s break down what the \u201c<a href=\"https:\/\/internetofthingsagenda.techtarget.com\/definition\/Internet-of-Things-IoT\" target=\"_blank\" rel=\"noopener\">Internet of Things<\/a>,\u201d in general, really means. In short, it\u2019s taking things and adding capabilities of the internet\u2014digitizing an experience that perhaps was previously only physical. This gives \u201cthings\u201d a cross-channel capability they may not have had before.\u00a0<\/p>\r\n<p>They can now connect with each other or their environments via networks to create a constant stream of communication and feedback, customizing the experience for each end-user. For the automotive industry, in particular, this opens the door to a whole new realm of individualization.<\/p>\r\n<h4>Connecting With Each Other<\/h4>\r\n<p>A vehicle, as a whole, can be considered a \u201cthing,\u201d so having the vehicle communicate and share information externally is one application of automotive IoT. There are <a href=\"https:\/\/www.biz4intellia.com\/blog\/iot-applications-in-automotive-industry\/\" target=\"_blank\" rel=\"noopener\">a number of ways for vehicles to communicate<\/a> using the Cellular Vehicle to Everything Network (CV2X). This includes Vehicle to Vehicle (V2V), Vehicle to Infrastructure (V2I), Vehicle to Pedestrians (V2P), and Vehicle to Network (V2N).\u00a0<\/p>\r\n<p>The common thread in all of these forms of communication is how they impact the drivers at the wheel. In V2V communication, the exchange of information between vehicles can help both drivers understand their unique surroundings to provide a safer path to their final destination. When a vehicle communicates, it collects information to understand what the world looks like for the person behind the wheel. Vehicle communication individualizes the driving experience based on an exchange of data.<\/p>\r\n<h4>Connecting With the Environment<\/h4>\r\n<p>In addition to a data exchange, vehicles have the ability to take in information from their surroundings to alter the user experience without relaying any information in return. One example of vehicles connecting with the environment is semi-autonomous vehicles.\u00a0<\/p>\r\n<p>Vehicles can interpret the information they have access to. Think about a car that can parallel park for the driver. The vehicle can use user- and context-specific information\u2014what is surrounding their car\u2014and turn that data into action to create a custom experience for the driver. Then through V2I communication, the environment can also collect information about the vehicle, and <a href=\"https:\/\/ops-com.com\/blog\/iot-for-efficient-parking-management-a-step-towards-smart-cities\/\" target=\"_blank\" rel=\"noopener\">share that information accordingly<\/a> to provide more information to the end user.<\/p>\r\n<h3>A Cross-Channel Experience to Supplement Automotive IoT<\/h3>\r\n<p>All we want, as consumers, is reduced friction and ease-of-use in our day-to-day experiences\u2014and the automotive experience is no different. To supplement an interconnected driving experience, however, automotive brands need to extend this connected experience into their marketing techniques.\u00a0<\/p>\r\n<p>Below are three recommendations for elevating the automotive industry\u2019s cross-channel marketing experience.<\/p>\r\n<ul>\r\n\t<li>Make sure mobile is part of the mix. Consumers are spending more time using their smartphones for research and browsing. In fact, \u201c\u200b\u200b51% of car users search for their favorite models, locate dealers, compare prices, and read reviews <a href=\"https:\/\/linchpinseo.com\/automotive-digital-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">via their mobile devices<\/a>.\u201d The mobile experience doesn\u2019t have to end when they buy the car though. Maybe the user\u2019s car needs servicing? Using the data from the vehicle, your marketing team can identify this and send a push notification or in-app message reminding the user to make an appointment at the dealership.<\/li>\r\n\t<li>Collect and use <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/12\/28\/how-marketers-can-use-zero-party-data-to-improve-the-customer-experience\/?sh=68658dfe4c8d\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>. That is, get information about the customer directly from them. We say collect and use because collecting is only half the battle. Customers want to know the data you have is being used to their benefit\u2014to create a better experience. \u201c<a href=\"https:\/\/www.prnewswire.com\/news-releases\/consumers-are-willing-to-share-personal-data-in-exchange-for-better-customer-experience-broadridge-study-finds-301005425.html\" target=\"_blank\" rel=\"noopener\">Nearly half of consumers in North America (45%) would be willing to share their data<\/a> if it meant that it would enhance their customer experience.\u201d If customers share their location, for example, your brand can get access to common routes and provide information to supplement the driver\u2019s experience.<\/li>\r\n\t<li>Keep it simple. One of the keys to a seamless experience is ease of use. Customers need to glide through their experience and intuitively understand the next step in the process. \u201cSimplified processes and improved experience are projected to <a href=\"https:\/\/linchpinseo.com\/automotive-digital-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">increase car sales by a whopping 25%<\/a>.\u201d Here, brand consistency is key. Make sure the experience in the car, on your website, and in your app all look similar.\u00a0<\/li>\r\n<\/ul>\r\n<p>Customers prefer a personalized marketing experience and they also prefer a connected automotive experience. According to <a href=\"https:\/\/www.mckinsey.com\/industries\/automotive-and-assembly\/our-insights\/unlocking-the-full-life-cycle-value-from-connected-car-data\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> \u201cConsumers see tremendous value in connectivity, with McKinsey\u2019s 2020 consumer survey on autonomous driving, connectivity, electrification, and shared mobility (ACES) demonstrating that 37 percent of respondents would switch car brands to achieve improvements in this area.\u201d\u00a0<\/p>\r\n<p>It\u2019s clear that a cross-channel experience is becoming a part of life, no longer applicable to just marketing. Every day people are interacting with a unique combination of different channels, devices, and \u201cthings.\u201d Your brand has to think about how to connect all of these touchpoints\u2014beyond the marketing funnel\u2014to develop an individualized experience.\u00a0<\/p>\r\n<p><em>Want more info? Check out our one-pager about <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Auto_1Pager-4.pdf\" target=\"_blank\" rel=\"noopener\">What\u2019s Driving the Automotive Industry<\/a>.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Individualized Customer Experiences With Automotive IoT","post_excerpt":"Novel automotive IoT speaks to the broader demand for individualized experiences and how one industry is doing things a bit differently.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"individualized-customer-experiences-with-automotive-iot","to_ping":"","pinged":"","post_modified":"2022-03-29 11:41:12","post_modified_gmt":"2022-03-29 18:41:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99604","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/032922_Automotive-IoT_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Automotive IOT\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/individualized-customer-experiences-with-automotive-iot\/"},{"ID":99354,"post_author":"79","post_date":"2022-03-23 09:34:42","post_date_gmt":"2022-03-23 16:34:42","post_content":"<p>G2 has named Iterable a Leader in Marketing Automation. The Leader ranking means Iterable falls in the top right-hand quadrant on G2\u2019s Enterprise Grid\u00ae for Marketing Automation Software, which compares Satisfaction and Market Presence. Iterable\u2019s score was based on high levels of customer satisfaction and overwhelmingly positive reviews from real marketers on the world\u2019s leading business solutions review website, <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener\">G2<\/a>.<\/p>\r\n<h3>Iterable\u2019s G2 Product Profile<\/h3>\r\n<p>According to the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/\" target=\"_blank\" rel=\"noopener\">Spring 2022 G2 Grid\u00ae Report for Marketing Automation<\/a>, Iterable has been named a Leader based on high Satisfaction ratings and a continually-growing Market Presence.<\/p>\r\n<p>What does this mean? 94% of all Iterable users rated Iterable 4 stars or higher (out of 5). And 90% of users think Iterable is headed in the right direction.<\/p>\r\n<p>Digging a bit deeper into the report, Iterable also met or outranked the industry averages in three crucial marketing platform capabilities:<\/p>\r\n<ul>\r\n\t<li>Breadth of partner applications (6% above average)<\/li>\r\n\t<li>Building and personalizing emails (3% above average)<\/li>\r\n\t<li>Sending outbound emails (aligned with average)<\/li>\r\n<\/ul>\r\n<p>Yes, features and functionality are important elements of tools within your martech stack, but G2 user ratings reflect that marketers choose Iterable over legacy platforms when it comes to our qualitative values:<\/p>\r\n<ul>\r\n\t<li>Ease of use (2% above average)<\/li>\r\n\t<li>Quality of support (1% above average)<\/li>\r\n\t<li>Ease of doing business with (1% above average)<\/li>\r\n<\/ul>\r\n<h3>What Our Customers Are Saying About the Iterable Platform<\/h3>\r\n<p>With over 1.1 million reviews, G2 represents the real voices of actual software users with first-hand product experiences.<\/p>\r\n<blockquote>\r\n<p><em>\u201cI like that it's possible to send push notifications and emails with Iterable!\u201d<\/em><\/p>\r\n<p><em>-Iryna K., Senior Mobile\/Web Developer<\/em><\/p>\r\n<p><em>\u201cWorkflow functionality is great, there are many different ways to trigger a workflow and update user profile data with a few clicks. I like their segmentation tool as well, there are many options to segment and you can see how many users are in the audience and get a detailed list of each. And customer support is pretty good too, they usually answer very quickly with a comprehensive solution.\u201d<\/em><\/p>\r\n<p><em>- User in Commercial Real Estate<\/em><\/p>\r\n<p><em>\u201cI prefer Iterable because it plays great with dev teams. From a robust API integration to intuitive segmentation and workflow design, I know it's going to play nice with my back-end database. The really powerful parts of Iterable come with their Data Feed and Catalog features. These features allow you to access custom object information in your marketing campaigns and even filter logic based on some fields.\u201d<\/em><\/p>\r\n<p><em>- Jon U., CRM Consultant<\/em><\/p>\r\n<p><em>\u201cDon't wait. Move to Iterable and scale your email program with a professional, top-notch, easy-to-use platform supported by a knowledgeable, professional, helpful, and kind team behind it.\u201d<\/em><\/p>\r\n<p><em>- James J., Email Marketing Operations Manager<\/em><\/p>\r\n<p><em>\u201cOver a year ago, we replaced SailThru with Iterable and couldn't be happier with that decision. Aside from the vast improvement in personalization and automation, one of my favorite features is the ease of integration with other 3rd party platforms through API calls or web hooks. This has allowed us to reach disengaged or unsubscribed email users across social media and direct mail.\u201d<\/em><\/p>\r\n<p><em>- Administrator in Food &amp; Beverages<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\n<p>G2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<p>\u201cThese tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or prospects.\u201d<\/p>\r\n<p>To qualify for inclusion in the <strong>Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Allow dynamic segmentation of marketing campaign targets<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Perform lead management to include lead nurturing and lead scoring<\/li>\r\n\t<li>Generate forms and landing pages to collect prospect information<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company\u2019s <strong>Satisfaction<\/strong> rating:<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with end user-focused product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews received by G2<\/li>\r\n\t<li>Quality of reviews received (reviews that are more thoroughly completed will be weighted more heavily)<\/li>\r\n\t<li>Age of reviews (more-recent reviews provide relevant and up-to-date information that is reflective of the current state of a product)<\/li>\r\n\t<li>Customers' satisfaction with administration-specific product attributes based on user reviews<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<p>Also, these following metrics affect a company\u2019s <strong>Market Presence<\/strong> rating:<\/p>\r\n<p>Market presence is a combination of 15 metrics from G2\u2019s reviews, publicly available information, and third-party sources<\/p>\r\n<ul>\r\n\t<li>Both the software sellers and the individual products are measured on various criteria. The criteria are listed in order of importance. Products metric receive greater weight than seller metrics<\/li>\r\n<\/ul>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 216px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; text-align: center; height: 24px;\"><strong>Criteria<\/strong><\/td>\r\n<td style=\"width: 50%; text-align: center; height: 24px;\" colspan=\"2\"><strong>Measured For<\/strong><\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\"><strong>Metrics<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\">Product<\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\">Seller<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Number of Employees<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Employee count (based on social networks and public sources)<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Reviews<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">\u00a0<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Review count (weighted by recency)<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Web Presence<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Social Presence<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Growth<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Employee Growth, Web Presence Growth<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Seller Age<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Employee Satisfaction &amp; Engagement<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<ul>\r\n\t<li>Each input is normalized by category and segment. This means that scores are relative to other products in the category\/segment and may change from segment to segment<\/li>\r\n\t<li>The scores are then scaled from 0-100<\/li>\r\n<\/ul>\r\n<p>Big thank you to our customers for their partnership in maintaining Iterable as one of the best Marketing Automation solutions in the market.<\/p>\r\n<p>You can download the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/\" target=\"_blank\" rel=\"noopener\">Spring 2022 G2 Grid\u00ae Report for Marketing Automation<\/a> for all the insights, as well as an understanding of how Iterable compares to other platforms.<\/p>\r\n<p><em>See how our platform stacks up in <a href=\"https:\/\/iterable.com\/forrester-email-wave\/\" target=\"_blank\" rel=\"noopener\">The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/a> and, if you\u2019d like to learn even more, <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>","post_title":"Iterable Named a Marketing Automation Leader in Spring 2022 G2 Grid\u00ae Report","post_excerpt":"In the Spring 2022 G2 Grid\u00ae Report for Marketing Automation, Iterable has been named a Leader based on Satisfaction and Market Presence.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report","to_ping":"","pinged":"","post_modified":"2022-03-23 09:35:06","post_modified_gmt":"2022-03-23 16:35:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99354","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/G2-Spring-2022_Blog-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Spring 2022 G2 Grid\u00ae\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report\/"},{"ID":99367,"post_author":"71","post_date":"2022-03-22 13:49:59","post_date_gmt":"2022-03-22 20:49:59","post_content":"<p>According to the Spring 2022 G2 Grid\u00ae Report for Marketing Automation, Iterable has been named a Leader based on high Satisfaction ratings and a continually-growing Market Presence.<\/p>\r\n<p>The G2 Grid\u00ae Report provides an assessment of the top marketing automation technologies available, rated by real users, and shows how Iterable and other select providers compare.<\/p>\r\n<p><strong>Download the full report to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read what over 190 real, verified Iterable users say about our partnership and solution<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use, ease of setup and quality of support<\/li>\r\n\t<li>Understand how product features compare across email marketing, campaign management, and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Spring 2022","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-a-g2-marketing-automation-leader-for-spring-2022","to_ping":"","pinged":"","post_modified":"2022-03-22 13:55:26","post_modified_gmt":"2022-03-22 20:55:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99367","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/"},{"ID":99336,"post_author":"79","post_date":"2022-03-22 12:17:04","post_date_gmt":"2022-03-22 19:17:04","post_content":"<p>Marketing is no longer a one-way street. Shouting prices through a TV screen or plastering ads on every billboard in town can\u2019t be the only way your brand attempts to improve customer engagement. Today, to develop the most mutually beneficial marketing strategies, brands have to talk with customers, not at them.<\/p>\r\n<p>Customer engagement sits at the core of most marketing strategies. Moving customers through the funnel to purchase and become loyal brand advocates requires connecting with customers in a way that continuously brings them back into the fold.<\/p>\r\n<p>But, attention spans are shrinking. According to <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2019\/08\/31\/the-number-one-thing-marketers-need-to-know-to-increase-online-sales\/?sh=147ee0c67fed\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, in 2000, the average attention span was a whopping 12 seconds and, when last measured in 2018, has fallen to eight seconds. Eight. You only have a handful of seconds to get customers interested.<\/p>\r\n<p>Shrinking attention spans aren\u2019t meant to scare you, they\u2019re meant to inspire you. Brands are being forced to think differently about customer engagement. The four principles below will help you capture a chunk of those eight seconds.<\/p>\r\n<h3>1. Make It Easy<\/h3>\r\n<p>With all of the brands and all of the various marketing channels those brands can use to communicate, customers are constantly being pulled in multiple directions. Everyone is fighting for those eight seconds. To separate yourself from the pack, you have to provide the path of least resistance.<\/p>\r\n<p>Clear CTAs, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-deep-linking\/\" target=\"_blank\" rel=\"noopener\">deep links<\/a>, and <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/beginners-guide-to-cross-channel-marketing\" target=\"_blank\" rel=\"noopener\">cross-channel<\/a> user recognition are all examples of simplifying the customer experience. If a customer opens an email featuring a sale your brand is having, for example, but isn\u2019t sure where to click to get to the sale\u2014or clicks the only featured CTA but it doesn\u2019t lead to the sale\u2014they\u2019re going to bounce. Another brand is sure to provide an easier experience, so why would customers bother with a confusing one?<\/p>\r\n<p>Who does it well? Alcohol delivery platform, <a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>. Drizly is known for their clever subject lines and push notifications, but they know that copy isn\u2019t always enough to prompt customer engagement. Drizly highlights certain products (like <a href=\"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/\" target=\"_blank\" rel=\"noopener\">women-owned brands<\/a>, for example) in their push notifications and then, once clicked, the notification leads users to the page featuring the items mentioned. In the below example, Drizly mentions a gimlet recipe and then the push notification takes the user to a web browser and redirects them to said recipe.<\/p>\r\n\r\n[caption id=\"attachment_99345\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-99345\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_Drizly.png\" alt=\"\" width=\"600\" height=\"946\" \/> <em>Drizly provides a deep link in the push notification, leading users directly to related content.<\/em>[\/caption]\r\n\r\n<h3>2. Make It Worthwhile<\/h3>\r\n<p>To improve customer engagement, the customer has to get value out of their interaction with your brand. The last thing you want is for a customer to receive your marketing message and think, \u201cwho cares?\u201d It may seem like an impossible undertaking to make every marketing message appeal to every unique customer, since wants and needs are different for each person, but with marketing personalization, it\u2019s not.<\/p>\r\n<blockquote>\r\n<p><strong>READ MORE: Curious about personalization? Check <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">this<\/a> out.<\/strong><\/p>\r\n<\/blockquote>\r\n<p>Personalized marketing inherently adds value for each customer. For customers, when the messaging is designed specifically for them, there\u2019s no more sifting through offers and ignoring push notifications. With dynamic content fields that link to user IDs, marketing technology can automate messaging based on customers\u2019 past behaviors. This customizable content increases the likelihood of customer engagement. In fact, according to <a href=\"https:\/\/c.smarterhq.com\/resources\/Privacy-Personalization-Report.pdf?mtime=20200616175059&amp;focal=none\" target=\"_blank\" rel=\"noopener\">a report from SmarterHQ<\/a>, \u201c72% of customers say they now only engage with marketing messages tailored to their interests.\u201d<\/p>\r\n<h3>3. Make It Fun<\/h3>\r\n<p>Fun doesn\u2019t necessarily mean your brand tosses digital confetti every time a customer interacts with you. To us, fun is synonymous with <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification<\/a>. Your brand needs to have some level of interactivity that the customer wants to explore.<\/p>\r\n<p>Think about a loyalty program. That\u2019s a perfect example of gamification. Customers have to participate to earn points to reach a certain level. Then, once the level is reached, there is some kind of reward gifted to the customer. There\u2019s an element of achievement and accomplishment added into the customer experience. It draws customers in and it\u2019s wholly based on their own experience. In a report from <a href=\"https:\/\/www.digitalmarketing-conference.com\/5-benefits-of-using-gamification-in-your-digital-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">Digital Marketing World Forum<\/a>, they point out that \u201c60% of consumers said they would be more likely to buy from a brand if they enjoyed playing a game with it.\u201d<\/p>\r\n<p>Who does it well? Starbucks. Making up between <a href=\"https:\/\/www.zdnet.com\/article\/starbucks-leverages-loyalty-program-digital-to-navigate-customers-new-normal\/\" target=\"_blank\" rel=\"noopener\">40 and 50% of Starbucks\u2019 total revenue<\/a>, the awards program not only promotes customer engagement, but it promotes purchases as well. Our friends at <a href=\"https:\/\/www.talon.one\/blog\/9-excellent-examples-gamification-retail\" target=\"_blank\" rel=\"noopener\">Talon.One<\/a> point out, \u201cThe Starbucks loyalty program certainly owes some of its success to clever use of gamification.\u201d Customers collect stars for certain orders and can then redeem those stars for certain rewards. Caffeine? More like Caffun.<\/p>\r\n<h3>4. Make It Real<\/h3>\r\n<p>Lastly, we can\u2019t forget about authenticity in marketing. Yes, the name of the game is getting customers to engage with your brand, but we want the interaction to be positive and a step in building a long-lasting relationship. Customers are no longer okay with an amorphous, faceless corporation doling out coupons and the flashiest new products. Customers want to know that there\u2019s a person, or people, on the other end of the promotional email you just sent.<\/p>\r\n<p>Customers want to know the brands they support are authentic in their missions. \u201cCustomers have a sense of self that comes from brands they support, so knowing they support brands that are genuine and authentic <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2019\/09\/13\/keeping-it-real-the-importance-of-having-an-authentic-social-media-presence\/?sh=4e2e0158110f\" target=\"_blank\" rel=\"noopener\">makes them feel good about their choices<\/a>.\u201d By staying consistent and true to your brand, you\u2019ll increase customer engagement.<\/p>\r\n<h3>Establish Customer Engagement as a Priority<\/h3>\r\n<p>If you put customers at the center of your marketing strategy, they\u2019ll notice. Think about how the customer can reach your brand. What channels are they using? Where is each marketing message taking them? Then, think about what customers are experiencing once they reach this next destination in their journey. Each individual customer has their own preferences and appealing to those unique preferences will set your brand apart.<\/p>\r\n<p>Once customers have reached their next step and received some level of personalization, think about what keeps them there. Gamify your experience to increase customer engagement and increase the likelihood they\u2019ll come back to interact with your brand again. Lastly, be true to your brand. Align your brand values with the messaging you send to customers. Customers are smart and can sniff out a phony miles away. Don\u2019t be that phony.<\/p>\r\n<p>When designing your next marketing campaign, do a little perspective taking. Think about the customer's entire journey with your brand and how you can increase customer engagement each step of the way.<\/p>\r\n<p><em>To learn more about how your brand can increase customer engagement across all of your marketing channels, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"4 Principles of Customer Engagement","post_excerpt":"Brands are forced to think differently about customer engagement. Capture a chunk of your customers' attention with these four principles.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-principles-of-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-03-22 12:17:04","post_modified_gmt":"2022-03-22 19:17:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99336","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/032222_Principles-of-Engagement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Principles of Customer Engagement\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-principles-of-customer-engagement\/"},{"ID":98971,"post_author":"71","post_date":"2022-03-22 09:51:15","post_date_gmt":"2022-03-22 16:51:15","post_content":"<p>Marketing today is about building a connection between brand and consumer. Whether through a single moment or a string of moments making a full experience, brands today are tasked with providing a joyful, individualized experience for each and every consumer. This is no longer a nice-to-have; it\u2019s a requirement from today\u2019s consumer.<\/p>\r\n<p>But how do we adapt to changing consumer behaviors, navigate shifting compliance regulations, and help our teams balance life and work? How do brands address all of this at once, while making sure their experience brings joy to everyone involved.<\/p>\r\n<p>In this session, Iterable CMO Adriana Gil Miner shares what it takes for leading brands today to adapt and leverage the power of joy and emotion to redefine the future of customer engagement.<\/p>","post_title":"Why Joy is the Future of Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"why-joy-is-the-future-of-marketing","to_ping":"","pinged":"","post_modified":"2022-03-22 09:51:15","post_modified_gmt":"2022-03-22 16:51:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=98971","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 22, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":62,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/why-joy-is-the-future-of-marketing\/"},{"ID":99200,"post_author":"79","post_date":"2022-03-17 08:48:04","post_date_gmt":"2022-03-17 15:48:04","post_content":"<p>We are thrilled to share that Iterable is positioned as a <a href=\"https:\/\/iterable.com\/forrester-email-wave\/\" target=\"_blank\" rel=\"noopener\">Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/a>.<\/p>\r\n<p>This is a testament to our ongoing dedication to innovate and improve in this space and to our customers like <a href=\"https:\/\/iterable.com\/customers\/zillow-4\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, <a href=\"https:\/\/iterable.com\/customers\/fender\/\" target=\"_blank\" rel=\"noopener\">Fender<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/calm-3\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, who are defining a new era of customer engagement with cutting edge use cases that drive growth.<\/p>\r\n<p>The acceleration to a digital-first economy has created hyper-connected consumers who have an abundance of options of brands to buy from. Marketers that want to win in this environment need to build seamless, personalized, and memorable cross-channel experiences that stand out to consumers.<\/p>\r\n<p>We know that many of you - marketers - are thinking how you can modernize your martech to deliver a differentiated and frictionless cross-channel experience to customers. And we\u2019re here to help.<\/p>\r\n<p>Here\u2019s our TL;DR take on The Forrester Wave\u2122.<\/p>\r\n<h3>Extraordinary Culture Paired with Exceptional Technology Built for Data<\/h3>\r\n<p>To meet the expectations of today\u2019s consumer, marketers need to assemble a tech stack that can scale with them, process large amounts of data instantly and enable decisioning based on a customer\u2019s actions in real-time. Legacy systems were not designed to ingest and activate the scale, velocity and volume of data accessible today. Iterable is different; born in the era of cloud computing, we were built using modern database technologies that sync all your data in real time, so you can effectively and effortlessly tailor communications that matter in real time. The difference is under our hood.<\/p>\r\n<p>Of course, while the tech is certainly critical, it\u2019s the people behind our product that truly propels us forward and powers the success of our customers. Our commitment to core values and collaboration enables an inclusive culture that fosters innovation and agility.<\/p>\r\n<p>From the Forrester report: \u201cIterable pairs exceptional capabilities\u2014such as a NoSQL data model, limitless data storage, and an automated segmentation module - with a company culture and take on email unlike those of any other vendor we reviewed.\u201d<\/p>\r\n<p>What does culture have to do with capacity, you might ask? Joyful teams = joyful customers.<\/p>\r\n<h3>Joyful Customers<\/h3>\r\n<p>At Iterable, we know that we succeed best when our customers succeed. That\u2019s why we\u2019re in the business of partnership. Our ultimate goal is to ensure our customers are getting the most out of our partnership, allowing them to spend more time focusing on building joyful experiences for their customers. \u201cReference customers are highly satisfied with Iterable\u2019s functionality, account management, and ease of use,\u201d shared the Forrester report.<\/p>\r\n<p>But don\u2019t take our word for it. Here\u2019s what our customers have said:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWith Iterable we have more speed to market and deeper relationships with customers. This speed has turned into more revenue.\" <\/em><\/p>\r\n<p><em>- Sterling Bailey, <a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a><\/em><\/p>\r\n<p><em>\u201cIterable is\u2014without a doubt\u2014the most powerful customer engagement platform in the market today. The Iterable solution allows Calm to systematically engage our millions of customers on an individualized level by leveraging our data at scale.\u201d <\/em><\/p>\r\n<p><em>- Sue Cho, <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a><\/em><\/p>\r\n<p><em>\u201cAs a core platform in our marketing stack, Iterable allows us to maximize engagement, retention and lifetime value. The unified customer profile allows us to centralize in-app messaging, push messaging, and email on one platform. With all of our data in one place, we can seamlessly engage with players across our digital and physical products.\u201d <\/em><\/p>\r\n<p><em>- Matt Anerino, <a href=\"https:\/\/www.fender.com\/en-US\/start\" target=\"_blank\" rel=\"noopener\">Fender<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<h3>Email is the Gateway to Cross-Channel Capabilities<\/h3>\r\n<p>In an era of rapid digital acceleration, it's tempting to turn to shiny new marketing channels and trends for relief. But\u2014take it from a company with a culture of care\u2014instant gratification never serves well in the long run. Instead, marketers would do well to bolster one of the most effective channels in their digital arsenal: email. Investing in and optimizing email will open the door for cohesive cross-channel capabilities, and lead to the creation of frictionless, personalized, and seamless customer experience that bring customers joy.<\/p>\r\n<p>From the Forrester report: \u201c[Iterable] works to create joy for its clients and their customers. And email provides a gateway to joy by extending a brand, originating more moments for interaction, and offering a canvas for customer insight collection and enrichment.\u201d<\/p>\r\n<p>Few marketers would disagree that our job description can be boiled down into a single line-item: make customers happy. Joyful experiences catalyze connection. The first step to driving customer joy is partnering with a company whose culture fosters the same feeling. The next step is designing seamless, connected, and personalized cross-channel experiences that delight your customers. Iterable is a provider of both.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=Brand%20Short&amp;utm_term=iterable&amp;utm_content=Brand_Broad&amp;gclid=Cj0KCQjwz7uRBhDRARIsAFqjulmH6AZGg0Jtswx3wRgBpwQZEP31HuHwPpLA5u7Ywu7L5dvzlfCYff0aAms1EALw_wcB\" target=\"_blank\" rel=\"noopener\">Schedule a call<\/a> with our team to find out how you can create customer joy.<\/em><\/p>","post_title":"Iterable Named a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022","post_excerpt":"We are thrilled Iterable is positioned as a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"forrester-wave-q1-2022","to_ping":"","pinged":"","post_modified":"2022-03-17 08:48:04","post_modified_gmt":"2022-03-17 15:48:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99200","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/031722_Forrester-Wave-Announcement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Forrester Wave\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/forrester-wave-q1-2022\/"},{"ID":99047,"post_author":"71","post_date":"2022-03-16 13:16:21","post_date_gmt":"2022-03-16 20:16:21","post_content":"<p>We are proud that Iterable is positioned as a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022.\u00a0<\/p>\r\n<p>From the Forrester report, \u201c[Iterable] works to create joy for its clients and their customers. And email provides a gateway to joy by extending a brand, originating more moments for interaction, and offering a canvas for customer insight collection and enrichment.\u201d<\/p>\r\n<p><strong>Check out the complimentary full report to explore:<\/strong><\/p>\r\n<ul>\r\n\t<li>The analysis behind Iterable\u2019s positioning as a Strong Performer<\/li>\r\n\t<li>Iterable\u2019s exceptional capabilities and unique company culture<\/li>\r\n\t<li>How Iterable works to create joy for its clients and their customers<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>\r\n<p><img class=\"alignnone size-medium wp-image-99232\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/LP4_Forrester_Email_Wave_Announcement.png\" alt=\"\" width=\"100%\" height=\"100%\" \/><\/p>","post_title":"Iterable Named a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"forrester-email-wave-q1-2022","to_ping":"","pinged":"","post_modified":"2022-04-18 14:44:07","post_modified_gmt":"2022-04-18 21:44:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99047","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 16, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/forrester-email-wave-q1-2022\/"},{"ID":99099,"post_author":"79","post_date":"2022-03-16 10:36:00","post_date_gmt":"2022-03-16 17:36:00","post_content":"<p>SMS messaging, a.k.a. \u201c<a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">texting<\/a>,\u201d has evolved into a highly personal method of communication. Forget marketing for a second\u2014think about how you use texting day-to-day. It\u2019s a fast, simple way to contact friends and family and stay connected without dedicating time to a phone call. Not only that, you already have your phone with you at all times, so it doesn't require any additional equipment or effort. It\u2019s instant messaging on-the-go.<\/p>\r\n<p>The personal and instantaneous nature of SMS messaging is nothing short of a dream for marketers. We now have a channel to connect with customers wherever they are\u2014home, out shopping, on vacation, etc. Plus, because \u201c<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">5 billion people<\/a> globally send and receive SMS messages,\u201d it\u2019s almost a guarantee that your subscribers will see\u2014and open\u2014the messages you\u2019re sending. In fact, marketing SMS open rates are <a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">as high as 98%<\/a>.<\/p>\r\n<p>But, adapting this channel for marketing requires finding the sweet spot that results in being helpful rather than annoying or off-putting. We\u2019ve all received those spam texts with links to weight loss supplements or free headphones\u2014yuck. But clearly there\u2019s a reason why customers are opening brands\u2019 SMS messages. This begs the questions: why are personalized SMS messages so effective as part of a marketing strategy?<\/p>\r\n<h3>Create Timely and To-The-Point Content<\/h3>\r\n<p>One of the most appealing aspects of SMS messaging is the message length. Texts are easy-to-digest, dont require scrolling, and often provide a direct link to whatever is being promoted. Plus, because texts get to the point\u2014and fast\u2014they\u2019re often used for more urgent or timely situations. This is where your brand can get creative with personalization.<\/p>\r\n<p>When crafting a personalized SMS message for your audience, keep your brand tone and voice, but skip the fluffiness. Texts are meant to disseminate information quickly in a way that helps the end user. <a href=\"https:\/\/www.united.com\/en\/us\" target=\"_blank\" rel=\"noopener\">United Airlines<\/a>, for example, sends personalized SMS messages that are directly related to the individual\u2019s trip.<\/p>\r\n\r\n[caption id=\"attachment_99106\" align=\"alignnone\" width=\"1576\"]<img class=\"size-full wp-image-99106\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2022-03-15-at-11.44.34-AM.png\" alt=\"United Airlines Personalized SMS Message\" width=\"1576\" height=\"1342\" \/> United Airlines provides <em>detailed connection information when the user needs it most.<\/em>[\/caption]\r\n\r\n<p>This user booked a trip from San Francisco to Providence, with a connecting flight in Newark. Making a connecting flight is a super stressful aspect of booking trips, and United Airlines set out to ease this customer\u2019s concerns. This text welcomes the customer to Newark, which is personalized already, and then follows up with the next flight number, gate, and how long it takes to get to that gate from the current gate. To close out, they provided a link to an airport map.<\/p>\r\n<p>This SMS message isn\u2019t long and it\u2019s super timely, showing that United Airlines pays attention to where their customers are and what they may need at the moment. Personalized SMS messages don\u2019t need to sell products to be impactful.<\/p>\r\n<h3>Lean Into the Low-Risk Subscription<\/h3>\r\n<p>Another reason SMS messages are appealing to customers is because it\u2019s required, by law, that brands have customers opt-in to receive the messages and then provide an easy way for them to opt-out. The <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">Telephone Consumer Protection Act (TCPA)<\/a> states that anyone sending marketing communications has to get explicit consent from the customer. The goal is to <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">protect customers from spam<\/a>. This requirement is also beneficial for brands. Because customers have to explicitly say, \u201cyes, send me these messages,\u201d it\u2019s more likely that they\u2019ll be receptive to them and will open and engage with them.<\/p>\r\n<p>Brands are getting creative in the opt-in process. Rather than giving customers the classic \u201creply YES\u201d opt-in, <a href=\"https:\/\/beistravel.com\/\" target=\"_blank\" rel=\"noopener\">B\u00e9is<\/a>, a luggage brand, provides new customers with a 15%-off coupon if they opt-in to text. When they click on the opt-in CTA, a text is generated, to B\u00e9is, from the customer\u2019s phone and all they need to do is send it.<\/p>\r\n\r\n[caption id=\"attachment_99112\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-99112\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/File-37.jpg\" alt=\"Beis SMS Message\" width=\"1125\" height=\"1140\" \/> <em>B\u00e9is auto-fills the opt-in text to give users the power of opting-in and understanding what that entails.<\/em>[\/caption]\r\n\r\n<p>This message makes opting in easy, plus it describes exactly what the customer will be opting into. Not only that, it specifically mentions \u201cpersonalized marketing alerts.\u201d The auto-response from B\u00e9is then offers options for the customer to get help, opt-out, and find more privacy information.<\/p>\r\n<p>Sure, email has opt-in (newsletter sign-ups) and opt-out options (<a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">required unsubscribe links<\/a>) but finding ways in or out of email communications isn\u2019t always as overt. And, because virtually every brand uses email, SMS messaging cuts through the noise and catches customers\u2019 attention.<\/p>\r\n<h3>Stand Out in a Less Crowded Space<\/h3>\r\n<p>Email marketing is standard for the majority of brands today but \u201c<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">65% of brands<\/a> still don\u2019t have a formal strategy in place for bulk SMS messaging to take advantage of the amount of time [customers] spend on [their] phones.\u201d You, as a consumer, can probably count on one hand the brands that consistently deliver personalized SMS messages, but the promotional emails sitting in your inbox feel infinite. When brands send a personalized SMS message it stands out.<\/p>\r\n<p>With the customer\u2019s attention captured, brands can talk to them directly. Texts go both ways and one of the best ways to understand what content your customers are interested in is to ask them. <a href=\"https:\/\/www.bravotv.com\/\" target=\"_blank\" rel=\"noopener\">Bravo<\/a>, the reality TV network, has a robust SMS strategy and one of the first texts they send users asks which shows they are interested in to ensure that follow-up texts align with the user\u2019s interests.<\/p>\r\n\r\n[caption id=\"attachment_99118\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-99118 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/File-38.jpg\" alt=\"Bravo SMS Message\" width=\"1125\" height=\"756\" \/> <em>Bravo creates a two-way conversation, gathering <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> to understand user preferences.<\/em>[\/caption]\r\n\r\n<p>Like we mentioned before, spam texts do exist, so making an impact with SMS messages requires a level of personalization that resonates with the end user. Less competition doesn\u2019t mean brands can rest on their laurels and send generic messages\u2014less competition means more eyeballs. Bravo managed to both customize this message for users while maintaining their brand voice\u2014a surefire way to get customers\u2019 attention, and keep it.<\/p>\r\n<h3>Personalized SMS Messages as Part of a Cross-Channel Experience<\/h3>\r\n<p>You knew it was coming. We had to mention cross-channel marketing before this post ended. <br \/>\r\nPersonalized SMS messaging is an excellent way to provide users with timely, engaging content, but it shouldn\u2019t be the only channel your brand uses.<\/p>\r\n<p>The most successful marketing programs will take advantage of multiple marketing channels that communicate with one another, resulting in a seamless experience. This involves playing to each channels\u2019 strengths. Now that you know when SMS messaging should be implemented, think about how to complement that messaging with other channels\u2014<a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, <a href=\"https:\/\/iterable.com\/solutions\/direct-mail-marketing\/\" target=\"_blank\" rel=\"noopener\">direct mail<\/a>\u2014that serve different purposes.<\/p>\r\n<p><em>To learn more about marketing channel capabilities and creating a seamless cross-channel customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"How to Personalize SMS Messages","post_excerpt":"The personal nature of SMS messaging is nothing short of a dream for marketers\u2014connecting us with customers, wherever they are.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-personalize-sms-messages","to_ping":"","pinged":"","post_modified":"2022-03-16 10:36:00","post_modified_gmt":"2022-03-16 17:36:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99099","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalized SMS Message\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/"},{"ID":98975,"post_author":"79","post_date":"2022-03-15 09:15:56","post_date_gmt":"2022-03-15 16:15:56","post_content":"<p>We made it! This is the final article in our Winning Customer Loyalty series. In this series, which expands on our webinar, \u201c<a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">Hot or Not: The 2022 Imperatives For Winning The Loyalties Of Today\u2019s Consumers<\/a>,\u201d featuring Forrester\u2019s Brendan Witcher, we\u2019ve touched upon taking the customer experience <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">from good to great,<\/a> <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/\" target=\"_blank\" rel=\"noopener\">hyper-adoption vs. hyper-abandonment<\/a>, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, and the value of <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/\" target=\"_blank\" rel=\"noopener\">data and analytics<\/a>. The final piece? Tying all of these together to create a seamless cross-channel experience.<\/p>\r\n<p>Call it <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/omnichannel-vs-multi-channel-marketing-is-there-a-difference\/\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a> marketing, multi-channel marketing, or cross-channel marketing, but the gist is that customers can bounce from channel-to-channel without any hiccups in their buying journey. If a customer is mid-checkout on their phone via your app, but then drops off, they should be able to log on to their desktop computer at home and complete the order.<\/p>\r\n<p>We\u2019re no strangers to a frictionless experience across marketing channels. But we want to explore how this type of cross-channel experience can impact customer loyalty.<\/p>\r\n<h3>Be Where the Customer Is, Physically<\/h3>\r\n<p>One of the biggest benefits of a cross-channel experience is that your brand has the ability to be with the customer, wherever they are. Approximately <a href=\"https:\/\/www.statista.com\/statistics\/330695\/number-of-smartphone-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">6.5 billion people worldwide<\/a> have smartphones, so being able to connect with customers through mobile channels\u2014like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, or <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>\u2014is crucial.<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe can buy things when we're at a subway stop\u2026not the restaurant, the actual subways. The ability to do anything anywhere: on a plane I can order on a screen in front of me when I land at the airport; this is getting more complicated, not less.\u201d <\/em><\/p>\r\n<p><em>- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>With <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-geofencing\/\" target=\"_blank\" rel=\"noopener\">geolocation capabilities<\/a>, you can create content for customers based on their surroundings, connecting the physical with the digital. While a critical ingredient, mobile capabilities aren\u2019t enough to establish a seamless cross-channel marketing strategy.<\/p>\r\n<p>Being where the customer is means more than physical location. Mobile can give you access to customers as they move around, but you also have to be where the customer is, mentally. Think about all of the steps in a customer journey.<\/p>\r\n<h3>Meeting the Customer on Their Journey<\/h3>\r\n<p>Understanding the customer journey is a necessary element when using multiple marketing channels. Whether just becoming familiar with your brand or contemplating an item in their cart, the customer is looking for a tailored experience that matches where they are in their buying journey. Matching the customer\u2019s intent, regardless of marketing channel, is how you can create a truly frictionless cross-channel experience.<\/p>\r\n<p>Based on interactions with your brand, your marketing technology should be able to collect data that paints a picture of where each individual customer is in the buying process. Maybe they\u2019ve visited the site a few times, read the FAQs, and then browsed a certain product category. You can tell from their virtual breadcrumbs that they\u2019re in the consideration stage.<\/p>\r\n<p>Rather than just sending a generic promotional email at this point, you\u2019re now equipped with the data to send a triggered, personalized promotional email based on the actions this customer has taken on your site. They browsed a certain category? The next time they look at that category page, automatically send them an email with items in that category and maybe even include a coupon to help sweeten the deal.<\/p>\r\n<p>The right data can tell you not only where the customer is within their journey, but where they are engaging with your marketing messages. When you bring the marketing channels and the buying journey together, your brand has the ability to create a one-of-a-kind experience that will keep customers coming back.<\/p>\r\n<h3>Combining the Marketing Channel and the Buying Journey<\/h3>\r\n<p>Let\u2019s compare a digital cross-channel experience to walking into a physical store. When you, as a customer, are shopping and speak to a salesperson and tell them everything you\u2019re looking for and, later, after the first salesperson has helped you, a second salesperson comes up asking if you need help. It\u2019s frustrating. Shouldn\u2019t the two salespeople be communicating? Now think of the salespeople as marketing channels. They should be talking to each other and creating a customer profile that recognizes you and your needs, not only the first time you enter the store, but every time. That is how brands build customer relationships.<\/p>\r\n<p>What does this look like in a fully digital experience? Say a customer puts an item in their cart in your mobile app. Then, your brand sends a promotional email with a coupon for that item. When clicked, the CTA in that email should open the application, open the cart, and apply the promo code\u2014all at the same time. Here, your brand recognizes the customer is about to complete their purchase and you\u2019re fully aware of the channel they are comfortable using.<\/p>\r\n<p>That being said, if the customer chooses to log on to your desktop site, their shopping cart needs to be identical to their cart in your mobile app, and, if they click the CTA in the promotional email from their desktop, the same rules should apply. Regardless of when and how a customer is connecting with your brand, they are able to achieve what they need to and are recognized as a single customer across channels. This is a true cross-channel experience.<\/p>\r\n<h3>Winning Customer Loyalty with a Cross-Channel Experience<\/h3>\r\n<p>A cross-channel experience boils down to <a href=\"https:\/\/iterable.com\/blog\/a-personalization-checklist-to-keep-in-your-back-pocket\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>. Personalization breeds customer loyalty. What\u2019s challenging today is that it\u2019s no longer rare for brands to personalize their marketing experiences for customers\u2014it\u2019s expected. But, customers notice when brands don\u2019t personalize and will look elsewhere for a brand that does. As <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> puts it, \u201cPersonalization can even be called a 'hygiene factor': customers take it for granted, but if a retailer gets it wrong, customers may depart for a competitor.\u201d It\u2019s not easy to strike the perfect balance, either. Not only is there the idea that if you don\u2019t personalize at all, someone else will, there\u2019s also the idea that if you don\u2019t personalize in the right way, someone else will.<\/p>\r\n<p>What does personalizing the right way mean? Think about any relationship other than a brand\/customer relationship. Knowing too much about the other person, especially if they didn\u2019t tell you that information, is crossing a line. Basically, don\u2019t be weird about it. Personalize, but don\u2019t be creepy. Be sure you\u2019re telling your customers what information you\u2019re getting from them and why, and then use that information subtly to build a cross-channel experience.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou have to adopt and share that personalization golden rule, \u2018Be overt in collecting data, covert in delivering personalized content.\u2019 This is so important to safeguard and protect yourself against getting into trouble.\u201d <\/em><\/p>\r\n<p><em>- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>At its core, a cross-channel experience is highly personalized. Personalization wins customer loyalty because it shows you\u2019re paying attention to the customers\u2019 needs.<\/p>\r\n<p><em>To learn more about building a seamless cross-channel experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 5: Creating a Cross-Channel Experience","post_excerpt":"We\u2019re no strangers to a frictionless experience. We want to explore how this type of cross-channel experience can impact customer loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-5-creating-a-cross-channel-experience","to_ping":"","pinged":"","post_modified":"2022-03-15 09:15:56","post_modified_gmt":"2022-03-15 16:15:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98975","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Cross-Channel Experience\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-5-creating-a-cross-channel-experience\/"},{"ID":98959,"post_author":"79","post_date":"2022-03-10 09:17:21","post_date_gmt":"2022-03-10 17:17:21","post_content":"<p>Technology continues to grow more complex and few concepts have attracted more buzzworthy attention than Artificial Intelligence (AI). While primarily still rooted in early research and development, many are looking towards how AI can be leveraged to improve the way we live, work, and access services. It is also one of the fastest growing emerging technology investment areas, with public federal spending on AI approaching $1B after seeing a <a href=\"https:\/\/fedtechmagazine.com\/article\/2021\/12\/2022-tech-trends-predictive-analytics-and-ai-will-make-agencies-more-efficient\" target=\"_blank\" rel=\"noopener\">50% increase in 2020<\/a>.<\/p>\r\n<p>From enhanced cybersecurity to hyper-automation, AI has moved from something of science fiction into reality\u2014permeating its way into every nook and cranny of our lives. And, with a topic that is neither straightforward nor narrow in its scope, many marketers are left asking: How is AI impacting our work? And how is it affecting the ways brands interact with their customers?<\/p>\r\n<h3>Marketing AI is Anything But Artificial<\/h3>\r\n<p>Marketing AI comes in many forms, but usually it\u2019s about increasing efficiency and automation. According to Accenture, <a href=\"https:\/\/www.iotforall.com\/artificial-intelligence-in-marketing-boost-the-growth-in-2022\" target=\"_blank\" rel=\"noopener\">business productivity can be improved by as much as 40%<\/a> with AI. The ingestion of data keeps increasing every year and since marketers are only human, they can't analyze the data, parse out insights, and build campaigns all within a day. That's where AI comes in. AI takes some of the stress and guesswork out of analyzing data to help tell a story.\u00a0<\/p>\r\n<p>Today, a majority of firms use AI to drill into specific tasks, such as digital ad placement or customer service. There is, however, one crutch in which all of this innovation leans on, and that is the customer data available to you and your team.<\/p>\r\n<h3>The Role of Predictive Analytics<\/h3>\r\n<p>When we think about data, we often think of it as an intangible collection of information. Predictive analytics (PA) are a subset of advanced analytics that seek to compile this data into something usable\u2014proactively optimizing and building off of it to achieve a certain goal.<\/p>\r\n<p>At its core, PA is a subset of AI that \u201c<a href=\"https:\/\/www.engati.com\/blog\/predictive-analytics\" target=\"_blank\" rel=\"noopener\">analyzes current and historical data<\/a> to make predictions using various statistical techniques\u2014usually data mining, predictive modeling, and machine learning.\u201d For example, should a customer make a purchase from your brand and later start receiving product recommendations based on the products they\u2019ve purchased in the past, this is the result of PA. Your brand can use this collecting and compiling of historical customer data to craft messaging and create a personalized current and future customer experience.<\/p>\r\n<p><a href=\"https:\/\/www.marketingevolution.com\/knowledge-center\/the-role-of-predictive-analytics-in-data-driven-marketing\" target=\"_blank\" rel=\"noopener\">The benefits to this are numerous<\/a>\u2014more informed insights into customer behavior and the optimization of resources, to name a couple. Personalization also sees a big boost here. Predictive analytics gives new meaning to how you modify your brand\u2019s content to fit your audience\u2019s interests. Interactions can then be <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">dynamically altered<\/a> in real-time by machine learning and PA to offer customers specific product recommendations or resources that are based on their demonstrated behavior.<\/p>\r\n<p>There\u2019s massive potential for how these technologies can be leveraged. And <a href=\"https:\/\/www.grandviewresearch.com\/industry-analysis\/predictive-analytics-market\" target=\"_blank\" rel=\"noopener\">as the predictive analysis market continues to grow at a 23.2% rate year over year<\/a>, it\u2019s safe to assume that new applications will make their way to the ground floor, opening a wealth of possibilities in how brands will continue to engage their audiences moving forward.<\/p>\r\n<h3>What\u2019s New in 2022 and Beyond?<\/h3>\r\n<p>Current marketing shows this is just the beginning of how AI technologies will be applied moving forward. Paired with predictive analytics, AI will continue to give brands the ability to act on customer intent, intelligently providing insights into audience behavior. Marketers of the future will be able to connect with their audiences in new ways, earning their loyalties and building out unique communities. Here are just a few ways Ai is going to impact the next stage of marketing.\u00a0<\/p>\r\n<h4>Image Personalization<\/h4>\r\n<p>While content personalization has been a go-to marketing strategy for years, the concept of <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/4-predictions-for-the-future-of-ai-in-marketing\/\" target=\"_blank\" rel=\"noopener\">image personalization<\/a> remains an untapped application of AI. With this, marketers could connect and serve their audience content with custom images based on user preferences. These algorithms would be rendered based on consumer\u2019s preferred styles of color, objects, and text, driving traffic and engagement by appealing to users on an individual level.<\/p>\r\n<h4>Customer Relationship Management<\/h4>\r\n<p>These technologies are also changing the way in which we use our current marketing tools. <a href=\"https:\/\/www.forbes.com\/sites\/bernardmarr\/2021\/10\/18\/how-ai-is-transforming-the-future-of-digital-marketing\/?sh=195d64291f26\" target=\"_blank\" rel=\"noopener\">CRMs<\/a> are an important piece to any marketing tech stack, and AI can identify patterns of customer behavior that can help mitigate churn and nurture leads in ways that both improve loyalty and increase conversion. By segmenting audiences based on known interests and demographic information, marketers can better equip themselves to serve individuals with targeted messaging. This even extends to send-time optimization that can help you break through the constant noise by reaching customers when they have shown they are most likely to engage.<\/p>\r\n<h4>Remove Biases From Customer Data and Insights<\/h4>\r\n<p>The big winner here, however, will be the potential for AI to leverage customer data for insights that won\u2019t be prone to predisposed biases of marketers. It\u2019s been <a href=\"https:\/\/cognitiveresearchjournal.springeropen.com\/articles\/10.1186\/s41235-021-00293-2\" target=\"_blank\" rel=\"noopener\">well researched how people\u2019s decision making is often flawed<\/a>, molded subconsciously by our environment. As a potential business solution, AI has been considered as a way to reduce our subjective interpretation of data, as machine learning enables AI to only look at what variables can improve their predictive accuracy.<\/p>\r\n<h3>AI is Not The End-All, Be-All<\/h3>\r\n<p>While a welcome addition for teams looking to adjust to their customers' wishes in real time, companies will still need to adopt a certain level of caution when leveraging them. Just as AI can aid us in limiting our own biases, these algorithms are capable of these same pitfalls. Referred to as <a href=\"https:\/\/www.directagents.com\/polycultural\/bias-in-algorithms-the-marketing-perspective\/\" target=\"_blank\" rel=\"noopener\">algorithmic discrimination<\/a>, the rule-based systems on which AI operates can make unintended mistakes, disregarding entire segments of your audience and effectively hurting your bottom line. Marketers will need to be wary of these potential missteps and be consistent in their adjustments when assessing their reliability.<\/p>\r\n<p>Overall though, AI technologies are set to change the landscape of the industry, and are <a href=\"https:\/\/digileaders.com\/ai-will-create-millions-more-jobs-than-it-will-destroy-heres-how\/\" target=\"_blank\" rel=\"noopener\">projected to create more jobs<\/a> than take them away. And, while marketers will inevitably have to put less effort into the more technical aspects of their work, this will provide an opportunity to align themselves with more creative-centric and strategy-driven tasks. A computer might be able to segment your audience more efficiently, but at the end of the day, only humans can bring genuine personalization to outreach and forge the authentic experiences that the market has come to expect.<\/p>\r\n<p><em>To learn how your marketing team can combine a human touch with AI and PA capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"How Predictive Analytics & AI Can Work for You in 2022","post_excerpt":"Predictive analytics are a subset of AI that seek to proactively optimize and build off of customer data it to achieve a certain goal.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-predictive-analytics-ai-can-work-for-you-in-2022","to_ping":"","pinged":"","post_modified":"2022-03-10 09:17:21","post_modified_gmt":"2022-03-10 17:17:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98959","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/030322_Predictive-Analytics-AI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Predictive Analytics &amp; AI\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-predictive-analytics-ai-can-work-for-you-in-2022\/"},{"ID":98915,"post_author":"79","post_date":"2022-03-08 13:00:30","post_date_gmt":"2022-03-08 21:00:30","post_content":"<p><a href=\"https:\/\/www.today.com\/life\/inspiration\/womens-history-month-rcna17775\" target=\"_blank\" rel=\"noopener\">In the early 1900s<\/a>, the last Sunday of every February was considered International Women\u2019s Day. Women of Manhattan gathered on this day to discuss prevalent matters. Shortly after, Germany\u2014followed by the rest of Europe\u2014declared International Women\u2019s Day a national holiday. Then, after continued rallying, in the 1970s the United States also recognized International Women\u2019s Day as a national holiday.<\/p>\r\n<p>In the 1980s, a task force in California created a Women\u2019s History Week to get more schools to comply with <a href=\"https:\/\/www2.ed.gov\/about\/offices\/list\/ocr\/docs\/tix_dis.html\" target=\"_blank\" rel=\"noopener\">Title IX laws<\/a>, which had recently been passed. As a result, President Jimmy Carter declared March 8th the beginning of Women\u2019s History Week. By the late 1980s Congress had declared the entire month of March to be Women\u2019s History Month. And, here we are today\u2014recognizing March as Women\u2019s History month and March 8th as International Women\u2019s Day.<\/p>\r\n<p>But, there\u2019s still a lot of work to be done. As an example, according to an article in <a href=\"https:\/\/fortune.com\/2022\/03\/01\/it-is-past-time-for-women-to-lead\/\" target=\"_blank\" rel=\"noopener\">Fortune<\/a>, only 8% of CEOs are female. What\u2019s more, the gender gap will take a while to close\u2014especially after Covid-19. As the <a href=\"https:\/\/www3.weforum.org\/docs\/WEF_GGGR_2021.pdf\" target=\"_blank\" rel=\"noopener\">2021 Global Gender Gap Report<\/a> mentions, <a href=\"https:\/\/time.com\/5951101\/global-gender-gap-135-years\/\" target=\"_blank\" rel=\"noopener\">as a result of the pandemic<\/a>, \u201cit will take an average of 135.6 years for women and men to reach parity on a range of factors worldwide, instead of the 99.5 years outlined in the 2020 report.\u201d<\/p>\r\n<p>So what can we, as brands, do with this information? How can brands recognize Women\u2019s History Month without seeming disingenuous and cashing in on a good cause? After touching upon <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">authentic marketing during Black History Month<\/a> last month, we wanted to look through the same lens at marketing during Women\u2019s History Month.<\/p>\r\n<h3>Creating Meaningful Email Campaigns<\/h3>\r\n<p>Last year, in our article during Women\u2019s History Month, we featured three key aspects of <a href=\"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/\" target=\"_blank\" rel=\"noopener\">creating meaningful email campaigns<\/a>: honoring women customers, spotlighting women employees, and highlighting company efforts to support women\u2019s initiatives. To reflect on last year\u2019s advice, we pulled some examples from this year\u2019s campaigns, to see how they stack up.<\/p>\r\n<h4>Honor Women Customers<\/h4>\r\n<p>To honor women customers, <a href=\"https:\/\/www.fabletics.com\/\" target=\"_blank\" rel=\"noopener\">Fabletics<\/a>, a subscription athletic apparel brand, is offering a free tee shirt that says \u201cShe Can Do Anything\u201d with any order (for VIP customers). The goal of the tee shirt, as described below the image, is to empower any woman that wears it and any woman that sees it.<\/p>\r\n\r\n[caption id=\"attachment_98916\" align=\"alignnone\" width=\"933\"]<img class=\"wp-image-98916 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/screencapture-mail-google-mail-u-0-2022-03-06-14_10_04-edit.png\" alt=\"Fabletics Women's History Month\" width=\"933\" height=\"2524\" \/> <em>While purple may not be Fabletics\u2019 brand color, it is the color for Women\u2019s History Month, which shows additional dedication to and support of the cause.<\/em>[\/caption]\r\n\r\n<p>But, that\u2019s not all. In addition to giving away a free gift to inspire customers, Fabletics pledged to donate $25k to <a href=\"https:\/\/girlup.org\/\" target=\"_blank\" rel=\"noopener\">Girl Up<\/a>, a foundation dedicated to advancing girls\u2019 skills, rights, and opportunities to lead. Providing a free gift to loyal customers and donating a portion of their earnings to a women-centric organization shows authenticity and understanding of their audience.<\/p>\r\n<h4>Spotlight <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6905576781365993472\/\" target=\"_blank\" rel=\"noopener\">Women Employees<\/a><\/h4>\r\n<p>While not necessarily employees, <a href=\"https:\/\/www.michaels.com\/\" target=\"_blank\" rel=\"noopener\">Michael\u2019s<\/a>, the art supply store, sent out an email highlighting some of the women-owned brands they carry in-store and linked directly to their product pages. This email features four separate female-owned brands with a short bio about each of the owners and a link to shop their products.<\/p>\r\n\r\n[caption id=\"attachment_98935\" align=\"alignnone\" width=\"845\"]<img class=\"size-full wp-image-98935\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Michaels_Email-1.png\" alt=\"Michael's Women's History Month\" width=\"845\" height=\"700\" \/> <em>While lengthy, the majority of this email focuses on the women Michael\u2019s wanted to highlight. They\u2019re front and center.<\/em>[\/caption]\r\n\r\n<p>In addition to highlighting some of the women-owned brands they carry, Michael\u2019s offered up some on-brand DIY projects to empower their women customers. This includes a DIY T-shirt, drawing, and tote bag\u2014all meant to inspire their audience.<\/p>\r\n<h4>Highlight Company Efforts to Support Women\u2019s Initiatives<\/h4>\r\n<p><a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, an alcohol delivery service, has always put out <a href=\"https:\/\/bettermarketing.pub\/how-drizly-turned-an-e-mail-blunder-into-a-brilliant-marketing-campaign-827eac9b82a0\" target=\"_blank\" rel=\"noopener\">clever campaigns<\/a> regardless of the month, but their push notification for Women\u2019s History Month caught our attention. To celebrate their efforts in supporting women\u2019s initiatives, Drizly called out women-owned beer, wine, and spirit brands. When clicked, the push notification opens a deep link to a page featuring only women-owned brands. This is slightly different from Michael\u2019s since Drizly doesn\u2019t hold the inventory, but instead, works with local liquor stores to connect with customers.<\/p>\r\n\r\n[caption id=\"attachment_98942\" align=\"alignnone\" width=\"1244\"]<img class=\"size-full wp-image-98942\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Drizly_WHM.png\" alt=\"Drizly Push Notification\" width=\"1244\" height=\"2188\" \/> <em> The banner copy \u201craise a glass to shattered glass ceilings\u201d is also a clever nod to both female customers and female-owned brands.<\/em>[\/caption]\r\n\r\n<p>We appreciate this approach to marketing for Women\u2019s History Month because at the end of the day, the goal is to benefit these women-owned businesses. Drizly makes money regardless of whether you shop from women-owned businesses or not, but showing that they 1) recognize the brands that are women-owned and 2) want to help support those brands demonstrates that Drizly went out of their way to try to support women\u2019s initiatives.<\/p>\r\n<h3>Empowerment and Impact at Iterable<\/h3>\r\n<p>Lindsay Kaplan, co-founder and Chief Brand Officer of <a href=\"https:\/\/chief.com\/\" target=\"_blank\" rel=\"noopener\">Chief<\/a>, a private membership network focused on connecting and supporting women executive leaders, <a href=\"https:\/\/fortune.com\/2022\/03\/01\/it-is-past-time-for-women-to-lead\/\" target=\"_blank\" rel=\"noopener\">writes<\/a>, \"There are 5 million executive women in the United States right now\u2014women who are ready to take the helm of companies, to serve on boards, to run for office. If we want to do it, we can change the world today. Promote them. Open the doors. Give them a seat at the table.\"<\/p>\r\n<p>This #WomensHistoryMonth, we\u2019ll be honoring and sharing the stories of some of the incredible women across Iterable on our social media who are #DefyingGravity, defending their worth, growing their ambition, and winning in the workplace. They're the leaders of Iterable's marketing team of today and the marketing executives of tomorrow.<\/p>\r\n<p>We are also proud to be in the midst of our inaugural <a href=\"https:\/\/register.iterable.com\/wec\" target=\"_blank\" rel=\"noopener\">Women\u2019s Empowerment Conference<\/a>, (March 7-10), which is designed to connect, educate, and empower women and allied Iterators, partners, and customers. The conference began with a keynote address from New York Times bestselling author and NPR podcast personality, <a href=\"https:\/\/www.npr.org\/people\/350888943\/stacey-vanek-smith\" target=\"_blank\" rel=\"noopener\">Stacey Vanek Smith<\/a>, on key takeaways from her book, <a href=\"https:\/\/www.amazon.com\/Machiavelli-Women-Playbook-Getting-Ahead\/dp\/1982121750\" target=\"_blank\" rel=\"noopener\">Machiavelli for Women<\/a>. Throughout the conference, attendees have the opportunity to join sessions and events like Speed Networking and Development Discussions, meant to equip women with the tools they need for growth and success.<\/p>\r\n<p>Like we mentioned, The World Economic Forum shared that it will take over 135 years to reach global gender parity. That\u2019s far too long! Working together, let\u2019s aim to change that.<\/p>","post_title":"How to Approach Marketing During Women\u2019s History Month","post_excerpt":"What can brands do? How can brands recognize Women\u2019s History Month without seeming disingenuous and cashing in on a good cause?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-approach-marketing-during-womens-history-month","to_ping":"","pinged":"","post_modified":"2022-03-08 13:00:30","post_modified_gmt":"2022-03-08 21:00:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98915","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/030822_WHM_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Women&#039;s History Month\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/"},{"ID":98865,"post_author":"79","post_date":"2022-03-07 09:07:56","post_date_gmt":"2022-03-07 17:07:56","post_content":"<p>So far in our series about winning customer loyalty, we\u2019ve covered <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">taking the customer experience from good to great<\/a>, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/\" target=\"_blank\" rel=\"noopener\">hyper-adoption and hyper-abandonment<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>. As we continue to expand upon <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">our webinar featuring Forrester\u2019s Brendan Witcher<\/a>, we\u2019re going to draw a connection between winning customer loyalty and data and analytics. Sure, data and analytics aren\u2019t always considered the sexiest part of marketing, but they\u2019re making a comeback.<\/p>\r\n<p>Data and analytics are bringing sexy back because they\u2019re the true differentiators between brands. Like we\u2019ve mentioned in the previous articles in this series, customers are no longer comparing brands based on product, but instead, on their experience. People can find a replacement product with the click of a button, but the experience is what keeps customers coming back. The foundation for building a finely-tuned experience, however, is data and analytics.<\/p>\r\n<blockquote>\r\n<p><em>\u201cCustomers will say, well, I don't think this company has better fashion than these guys over here, but this company seems to get me more. They'll use that kind of term. They \u2018get me,\u2019 they understand me, and they'll give their loyalties because of that. In many ways, this is an overlooked but critical part of marketing, of creating experiences, of delivering value.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Data and analytics help crack the code for each individual customer, allowing marketing teams to connect on a more personal level. Truly understanding your audience is a powerful differentiator that helps brands stand out in a world of endless options. Let\u2019s take a look at why data and analytics are becoming increasingly important and how they can help marketers create a more customized experience.<\/p>\r\n<h3>The Evolution of Customer Data<\/h3>\r\n<p>\u201cData and analytics\u201d is somewhat vague. We\u2019ve kept the term but the landscape of data and analytics in marketing has changed over the years. To start, today, we have access to boatloads of customer data. In the past, this wasn\u2019t always the case. Before everything was digital, brands maybe had access to the customer\u2019s name, address, phone number, and credit card. Now, we know where customers are as they move around, where they\u2019re likely to shop, what products they\u2019ve purchased in the past, what marketing channels they prefer\u2014the list goes on.<\/p>\r\n<p>With this onslaught of data comes the need to analyze it. Marketers need to find ways to organize and categorize the data to make the most out of what\u2019s available. As mentioned in a recent <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/11\/09\/three-strategies-for-improving-your-marketing-analytics\/?sh=352ba8f8142d\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> article, \u201cAccording to Gartner\u2019s 2020 Marketing Data and Analytics Survey of more than 400 marketing leaders and analytics practitioners, 64% of analytics practitioners said that data management, data integration and data formatting are some of the top ways in which they spend their time.\u201d<\/p>\r\n<p>Not only do brands receive <a href=\"https:\/\/whatis.techtarget.com\/definition\/implicit-data#:~:text=Implicit%20data%20is%20information%20that,surveys%20and%20membership%20registration%20forms.\" target=\"_blank\" rel=\"noopener\">implied data<\/a> from customer interactions, but they also get zero-party data directly from the customer. As <a href=\"https:\/\/www.mckinsey.com\/business-functions\/risk-and-resilience\/our-insights\/the-consumer-data-opportunity-and-the-privacy-imperative\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> points out, \u201c [Customers] are far more likely to share personal data that are a necessary part of their interactions with organizations.\u201c But, just having the data isn\u2019t enough. Taking the data and creating an actionable result is how brands can win customer loyalty.<\/p>\r\n<h3>Why It\u2019s Important to Use Data and Analytics<\/h3>\r\n<p>Why are marketers spending so much time analyzing and dissecting the available data? Because what you, as marketers, do with that data is what sets your brand apart. If your brand has access to unique data, or data points that can be cross-referenced to reach unique conclusions about individual customers, that information needs to translate into actionable marketing messages.<\/p>\r\n<blockquote>\r\n<p><em>\"I have never been on a sales or an earnings call from any company ever, where somebody said, \u2018We started saying \u2018Happy birthday!\u201d and sales went up 5%.\u2019 That's never happened\u2026It doesn't really make the customer change their behavior. \u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Data gives brands a peek into each customer\u2019s life. What would make their life easier? What do they love? What do they hate? With great power, however, comes great responsibility. Having this data means you have to actually use it. According to <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/2021-consumer-experience-sentiment-report?utm_source=PressRelease&amp;utm_medium=pr&amp;utm_campaign=2021_Merkle_AMER_2021_DX_Experience_Sentiment_Survey\" target=\"_blank\" rel=\"noopener\">Merkle\u2019s 2021 Customer Experience Sentiment Report<\/a>, 76% of respondents said \u201cthey are more comfortable giving out their behavioral data to allow brands to enhance their experiences.\u201d This increased from 71% in 2020. Having this data but not using it can erode trust between the customer and your brand.<\/p>\r\n<h3>How to Use Data and Analytics<\/h3>\r\n<p>So we know we have access to more customer data than ever before and having the data but not using it can cause distrust amongst customers, but let\u2019s talk about what \u201cusing\u201d data actually looks like.<\/p>\r\n<p>Think about the variety of marketing channels your brand uses. There\u2019s <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <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>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, etc. Each time a customer interacts with your brand via a channel, there\u2019s the opportunity to collect data. Did they open the email? Did they use the coupon we sent via SMS? What did they buy with that coupon? Your martech stack likely has tools for collecting this data, but going a step further and using it, in <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-real-time-personalization\/\" target=\"_blank\" rel=\"noopener\">real-time<\/a>, creates a highly personalized and individualized experience for every single customer.<\/p>\r\n<p>Say, for example, your customer has bought a couple items from your online store but it\u2019s been a while since they\u2019ve revisited your site. You\u2019ve been sending them emails and they aren\u2019t opening them. To re-engage this customer, you create a <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">workflow<\/a> that says \u201cif this customer doesn\u2019t open an email within 30 days, we send them an SMS.\u201d If they open the SMS, maybe you set the workflow to trigger a followup SMS with a coupon for an item that pairs well with an item they\u2019ve purchased in the past.<\/p>\r\n<p>Each interaction the customer has with your brand is an opportunity to collect more data and change their experience to make it as beneficial for the customer as possible\u2014again, in real-time.<\/p>\r\n<h3>Using Data and Analytics Wins Customer Loyalty<\/h3>\r\n<p>The way brands are using data is the differentiator. You\u2019re a customer too. You know that most brands today can gain access to at least some of your data. It\u2019s what the brand does with that data that sets them apart. Taking, or asking for, customer data is good for your brand and understanding your audience, but the exchange of data needs to be mutually beneficial. Once you\u2019ve shown your customers that you not only have their data, but are crafting unique experiences for them with it, they\u2019ll be more likely to stick around.<\/p>\r\n<p><em>To get more info on why data and analytics are making a comeback, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Winning Customer Loyalty, Pt. 4: Bringing Sexy Back to Data and Analytics","post_excerpt":"The experience is what keeps customers coming back and the foundation for building a finely-tuned experience is data and analytics.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics","to_ping":"","pinged":"","post_modified":"2022-03-07 09:07:56","post_modified_gmt":"2022-03-07 17:07:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98865","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Data and Analytics\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/"},{"ID":98836,"post_author":"79","post_date":"2022-03-02 08:41:14","post_date_gmt":"2022-03-02 16:41:14","post_content":"<p>A moment can change a life. From the \u201cI do\u201d to the \u201cyou\u2019re hired,\u201d whatever the situation may be, certain moments have a lasting impact.<\/p>\r\n<p>For consumers, a moment of joy with a brand can solidify a long-term relationship of mutual benefit. The beauty of connecting consumers with products, services, and messages that make their lives that much easier cannot be undervalued. It\u2019s quippy, but it\u2019s true: the right message, at the right time, on the right channel really does bring joy to your customers.<\/p>\r\n<p>So, with that in mind, we\u2019re excited to kick off this year\u2019s slate of Activate events to help you\u2014the ones behind the scenes of amazing customer experiences\u2014make joyful moments of lasting impact.<\/p>\r\n<p>Let\u2019s dive in.<\/p>\r\n<h3>What is Activate?<\/h3>\r\n<p>For those unfamiliar or in need of a refresher, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a> is the premier event series for anyone impacting the customer experience. Marketers, data scientists, product managers, and everyone in between have been coming to Activate for years now to learn about creating the best customer experience and network with leading professionals in the industry.<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/vdpgBb7JGZQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<p>Over the past two years of virtual Activates, we\u2019ve received feedback from countless attendees akin to this actual quote from a previous attendee:<\/p>\r\n<p>\u201cI thoroughly enjoyed the virtual experience\u2014I have missed in-person opportunities to attend conferences and Activate has done a great job in creating an environment that is the closest thing to achieving this.\u201d<\/p>\r\n<p>While we\u2019re ecstatic to hear people enjoy the virtual environments we\u2019ve created, we also want to make sure everyone knows, we hear you. So, this year, we\u2019re expanding the scope of Activate to reach you\u2014wherever you are\u2014across three stellar events.<\/p>\r\n<h4>Activate Virtual<\/h4>\r\n<p>First up, we\u2019re opening the year virtually on April 6th with <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, where attendees will dive into the building blocks of a joyous moment. From personalization to data management to storytelling and cross-channel marketing, Activate Virtual has you covered to show you how to connect with consumers at the individual level.<\/p>\r\n<p>Our agenda is jam packed with good stuff for you this year from our amazing keynote speaker, award winning journalist and podcaster Guy Raz, to our special guest speaker, former Pixar storyteller Matthew Luhn. We can\u2019t wait for you to hear their stories.<\/p>\r\n<h4>Activate Summit Europe<\/h4>\r\n<p>Shortly after Activate Virtual, we\u2019re going back in person\u2014we\u2019re just as excited about it as you are! Coming May 25-26th, <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a> will hit London with all the insights of Virtual, but with the added benefit of being amongst your peers to keep the conversation going.<\/p>\r\n<h4>Activate Summit North America<\/h4>\r\n<p>Last, but certainly not least, we\u2019re coming home to our headquarters city, San Francisco for <a href=\"https:\/\/iterable.com\/activate-events\/#stdna\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> from September 7-9. Registration for this event is coming soon, but you can save the date at the link above.<\/p>\r\n<p>It goes without saying, but we will anyway. Activate in 2022 is unlike anything we\u2019ve done before and we cannot begin to tell you how excited we are to have you join us!<\/p>\r\n<h3>Who Should Attend Activate and Why?<\/h3>\r\n<p>Short answer: you and all of your friends should attend to learn from and network with the best of the best.<\/p>\r\n<p>Slightly longer answer: Activate is for the Dreamers, Builders, and Makers who want to create marketing moments that make a positive impact on a consumer\u2019s livelihood.<\/p>\r\n<p>A memorable moment requires the culmination of innovation, strategy, and creativity that comes from Dreamers, Builders, and Makers.\u00a0<\/p>\r\n<p>When crafting marketing moments, <strong>Dreamers<\/strong> focus on the emotion. What do you want your customers to feel as they interact with your brand? Elation? Comfort? Emotion drives decisions and behavior. Dreamers find the core motivation of their customers and bring it to the forefront for impactful moments time and time again.<\/p>\r\n<p><strong>Builders<\/strong>, meanwhile, assemble the framework to support these moments and sustain\u2014or build\u2014positive associations with your brand. Wherever customers are and through whichever channels they use, Builders find the best ways to centralize data and send out relevant messaging for each user.<\/p>\r\n<p>And finally, <strong>Makers<\/strong>. Makers weave an empathetic story that connects with users at the personal level. Makers contextualize a brand\u2019s marketing to guarantee consumers feel a kinship with the brand\u2014a mutual understanding. With this connective tissue growing, brands maintain a steady relationship with their customers.<\/p>\r\n<p>At Activate, these industry leaders come together to share their knowledge and experiences for the betterment of marketing\u2014and brand-consumer relationships\u2014as a whole. Attendees and speakers alike hear from the best of the best about how to create joyful experiences that drive LTV and build brand ambassadors at scale.\u00a0<\/p>\r\n<h3>We\u2019ll See You Here, There, and Everywhere<\/h3>\r\n<p>Our goal in expanding the scope of Activate was to bring the insights to you, wherever you are and in the ways that mean the most sense for you. Maybe you prefer the virtual setting. We\u2019ve got you covered. Maybe you miss the camaraderie of attending events in person. We\u2019ve got you covered there too.<\/p>\r\n<p>Registration for <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a> and <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a> are now open. Claim your spot today to join us in making joyful marketing moments commonplace for consumers across the world.<\/p>\r\n<p>We\u2019ll see you soon.<\/p>","post_title":"Activate in 2022: Making Joyful Moments of Lasting Impact","post_excerpt":"We\u2019re excited to kick off this year\u2019s slate of Activate events to help you make joyful moments of lasting impact.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-in-2022-making-joyful-moments-of-lasting-impact","to_ping":"","pinged":"","post_modified":"2022-03-02 09:52:05","post_modified_gmt":"2022-03-02 17:52:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98836","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/03\/030222_Activate-in-2022_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-in-2022-making-joyful-moments-of-lasting-impact\/"},{"ID":98744,"post_author":"79","post_date":"2022-02-28 15:40:26","post_date_gmt":"2022-02-28 23:40:26","post_content":"<p>When you think of philanthropy, what comes to mind? Signing a check for charity? Wrapping boxes full of toys for children in need during the holidays? Maybe volunteering at a soup kitchen or a homeless shelter? Philanthropy means \u201clove of mankind,\u201d and giving money or time to a cause, benefitting people who you don\u2019t personally know, is a meaningful and valuable expression of philanthropy. It shows you care.<\/p>\r\n<p>But, like so many other aspects of our society, philanthropy evolved during the pandemic. From social distancing to mask mandates to economic depression and job uncertainty, COVID-19 added unexpected financial and physical challenges to charity.<\/p>\r\n<p>So, what direction do you go in when you\u2019re faced with blockers to giving back? Up.<\/p>\r\n<h3>The Three Peaks Challenge<\/h3>\r\n<p>If Iterators are known for anything, it\u2019s for embracing challenges. It probably has something to do with our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">growth mindset<\/a>. Those with a growth mindset embrace challenges, persist through obstacles, learn from criticism, and are inspired by the success of others. They challenge the status quo and push for more information, more learning, and, in the case of charity, more impact.<\/p>\r\n<p>When confronted with the challenge of pandemic philanthropy, Iterable\u2019s EMEA and North America teams are embracing their growth mindset and taking to the high road.<\/p>\r\n<p>This summer, over 30 Iterators will take on the <a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/\" target=\"_blank\" rel=\"noopener\">National Three Peaks Challenge<\/a>. Together, the team will climb the highest mountains in England (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/scafell-pike\" target=\"_blank\" rel=\"noopener\">Scafell Pike<\/a>, 978m\/0.6mi), Scotland (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/ben-nevis\" target=\"_blank\" rel=\"noopener\">Ben Nevis<\/a>, .83m), and Wales (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/snowdon\" target=\"_blank\" rel=\"noopener\">Snowdon<\/a>, 1085m\/0.67mi), over the course of 24 hours.<\/p>\r\n\r\n[caption id=\"attachment_98771\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-98771 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/infographics.jpeg\" alt=\"Three Peaks Challenge\" width=\"1000\" height=\"454\" \/> <em>That's 42km (in 24 hours, ascending approximately +3,408m (that\u2019s approximately 3,408m more than we do in a day). Impressive? We think so.<\/em>[\/caption]\r\n\r\n<h3>The Opportunity<\/h3>\r\n<p>Why climb mountains, you may ask?<\/p>\r\n<p>\u201cSymbolically, climbing a mountain would represent achieving a summit, challenging ourselves to go further than our daily limits and reaching the peak of our performance,\u201d shares Elle Nadal, Iterable\u2019s Director of Marketing, EMEA and Three-Peaks Challenge participant.<\/p>\r\n<p>\u201cMore specifically, climbing the three highest mountains in the UK in 24 hours represents a challenge that will take us out of our comfort zone, all whilst raising money for a philanthropic purpose, and spreading joy. To me there is no greater reward. To quote the famous words of Martin Luther King Jr,<\/p>\r\n<p>\u201cSomewhere along the way, we must learn that there is nothing greater than to do something for others.\u201d- Martin Luther King Jr.\u201d<\/p>\r\n<p>It\u2019s always good to give. But at altitude, everything seems to have a greater impact.<\/p>\r\n<h3>Together We Can<\/h3>\r\n<p>Iterators (like most of the world) were forced to work remotely at the onset of the pandemic. We\u2019ve learned to love this new way of work, and have fully adjusted to the new remote reality, implementing a flexible Future of Work as our permanent business fixture starting in January of this year.<\/p>\r\n<p>Still, while remote work has its benefits (hello all-day pajamas), it also has its difficulties (it\u2019s not always easy to connect with new colleagues over Zoom).<\/p>\r\n\r\n[caption id=\"attachment_98783\" align=\"alignnone\" width=\"960\"]<img class=\"size-full wp-image-98783\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/Copy-of-EMEA-Three-Peaks-Challenge.jpg\" alt=\"Three Peaks Challenge Team\" width=\"960\" height=\"540\" \/> <em>Pictured left to right, Mike McGuire, Eloise Shuttleworth, Elle Nadal, Byron Goodman, and Gemma Mayhew are just a few members leading the charge for the Three Peaks Challenge. <\/em>[\/caption]\r\n\r\n<p>The Three Peaks challenge is as much about charity as it is about connection. To expand our impact, we are inviting Iterators around the globe, as well as our customer and partner community, to participate in a step challenge. The goal for each member is to walk 42 km (26 miles)\u2014the same total the Three Peaks Team are climbing across the three Summits.<\/p>\r\n<p>Climbing and hiking to the top\u2014together\u2014and engaging the workforce on the ground is a great way to reignite teamwork and align Iterators in a move to do something more. It\u2019s a reminder that, while we may be oceans apart, we can still collaborate (and climb) for a cause.<\/p>\r\n<h3>Climbing for a Cause<\/h3>\r\n<p>\u201c<a href=\"https:\/\/simonsinek.com\/product\/find-your-why\/\" target=\"_blank\" rel=\"noopener\">Find Your Why<\/a>\u201d is a staple of motivational speaker Simon Sinek\u2019s instruction. Everyone has a \u201cwhy\u201d, Simon says. Do you know yours?<\/p>\r\n<p>Now that we\u2019ve paused for dramatic effect (did it work?!), here\u2019s the \u201cwhy\u201d of the Three Peaks Expedition by sharing more about the three charities piquing the interest of Iterable\u2019s EMEA-based adventurists.<\/p>\r\n<ul>\r\n\t<li>\u201cTogether we will beat cancer.\u201d That\u2019s the motto of <a href=\"https:\/\/www.cancerresearchuk.org\/about-cancer\" target=\"_blank\" rel=\"noopener\">Cancer Research UK<\/a>, a nonprofit organization that funds scientists, doctors, and nurses to help beat cancer sooner. They also provide cancer information to the public. Importantly, Cancer Research UK develops policy to inform government decisions related to cancer and research.<\/li>\r\n\t<li><a href=\"https:\/\/www.mind.org.uk\/\" target=\"_blank\" rel=\"noopener\">Mind<\/a> is a mental health charity. They provide <a href=\"https:\/\/www.mind.org.uk\/information-support\/\" target=\"_blank\" rel=\"noopener\">advice and support<\/a> and empower anyone experiencing a mental health issue. They campaign to improve services, raise awareness, and promote understanding.<\/li>\r\n\t<li>The team at <a href=\"https:\/\/www.refuge.org.uk\/\" target=\"_blank\" rel=\"noopener\">Refuge<\/a> believes that no one should have to live in fear of violence or abuse. Refuge supports thousands of clients every day, helping them rebuild their lives and overcome many forms of violence or abuse.<\/li>\r\n<\/ul>\r\n<p>Help us reach our target of $30,000 across these three charities! Donate directly to Iterable\u2019s <a href=\"http:\/\/www.justgiving.com\/team\/Iterable-ThreePeaks?invite=true\" target=\"_blank\" rel=\"noopener\">Three Peaks Expedition page<\/a>!<\/p>\r\n<h3>As We Scale, So Does Our Impact<\/h3>\r\n<p>The Three Peaks team has already started preparations for their expedition, and will continue to train and fundraise until the expedition begins in July. Don\u2019t worry, we\u2019ll keep you in the loop on their training and progress.<\/p>\r\n\r\n[caption id=\"attachment_98777\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-98777 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/EMEA-Three-Peaks-Challenge-1.jpg\" alt=\"Three Peaks Challenge Timeline\" width=\"960\" height=\"540\" \/> <em>In the meantime, here\u2019s a breakdown of their Three Peaks Timeline!<\/em>[\/caption]\r\n\r\n<p><em>Iterable is a company that cares. Sound like a team you\u2019d like to join? We\u2019re hiring for roles in all departments, in the US and EMEA. Check out our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers page<\/a> for more!<\/em><\/p>","post_title":"Want to Shake Up Your CSR? Try the Three Peaks Challenge","post_excerpt":"This summer, Iterators will take on the National Three Peaks Challenge. They'll climb the highest mountains in England, Scotland, and Wales.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"want-to-shake-up-your-csr-try-the-three-peaks-challenge","to_ping":"","pinged":"","post_modified":"2022-02-28 17:32:11","post_modified_gmt":"2022-03-01 01:32:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98744","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 28, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Three Peaks Challenge\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/want-to-shake-up-your-csr-try-the-three-peaks-challenge\/"},{"ID":97219,"post_author":"88","post_date":"2022-02-25 03:42:45","post_date_gmt":"2022-02-25 11:42:45","post_content":"<p>As marketers, it can be easy to focus our resources on acquiring new customers. Nurturing these customers with hyper-personalised experiences that will build long-term loyalty is just as important\u2014but no doubt a challenge.<br \/>\r\n<br \/>\r\nJoin us and hear from marketing leaders at Pandora and AllSaints, as we discuss how you can engage with your customers throughout the entire journey and build meaningful interactions across the lifecycle.<\/p>\r\n<p><span style=\"font-weight: 400;\">In this session, you will:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Learn the top tips to building long-term customer relationships<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Discover the latest trends in loyalty marketing and the shift to LTV<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Learn the right KPIs to track to increase loyalty<\/span><\/li>\r\n<\/ul>","post_title":"Loyalty vs Retention: Trends To Level-Up Your Customer Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"loyalty-vs-retention-trends-to-level-up-your-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-03-09 13:27:16","post_modified_gmt":"2022-03-09 21:27:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=97219","menu_order":13,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 25, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":7,"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\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/loyalty-vs-retention-trends-to-level-up-your-customer-engagement\/"},{"ID":98676,"post_author":"79","post_date":"2022-02-24 10:24:16","post_date_gmt":"2022-02-24 18:24:16","post_content":"<p>At the end of the day, everything we do as marketers\u2014sending direct mailers, creating email campaigns, sending push notifications\u2014is meant to move customers through the funnel to a purchase. But, there are strategies we can use to increase the value of each order a customer places while establishing and maintaining strong relationships.<\/p>\r\n<p>Average Order Value (AOV) is the total order dollar amount in a given timeframe divided by the total number of customers in the same timeframe. So, for example, if in one year you have total sales revenue of $5,000 and 100 customers, your AOV for the year is $50. Increasing AOV is important because the higher the AOV, the more money you\u2019re getting from each individual customer and, as a result, each customer\u2019s inherent lifetime value increases.<\/p>\r\n<p>But, before we do a full-blown AOV deep-dive, we have to point out, as <a href=\"https:\/\/www.shopify.com\/blog\/average-order-value\" target=\"_blank\" rel=\"noopener\">Shopify<\/a> mentions, that AOV isn\u2019t a perfect calculation. Relying on just the average, without also looking at the median (middle number) and mode (most frequently occuring number), only gives your brand a small view of customer behavior.<\/p>\r\n<p>In the example Shopify provides, a business has an AOV of $24 but modal orders are $15\u2014meaning the majority of the orders were $15. Aiming to increase the modal orders, rather than focusing on the average, could actually impact the bottom line more. Say the modal orders increase to $20, you\u2019re adding more total value while just one higher value order can skew the average.<\/p>\r\n<p>But, AOV is still a valuable metric for keeping track of orders. So, let\u2019s look a bit deeper into some ways marketers can increase AOV.<\/p>\r\n<h3>1. Try Free Delivery Thresholds<\/h3>\r\n<p>Let\u2019s start with the basics. As a customer, when you\u2019re building an online order and head to the checkout page, the delivery fee can stop you from placing that order. \u201c<a href=\"https:\/\/blog.upsellit.com\/drake-and-the-psychology-of-free-shipping\/#:~:text=By%20clearly%20displaying%20free%20or,transparent%20about%20shipping%20costs%20upfront.\" target=\"_blank\" rel=\"noopener\">56% of shoppers<\/a> abandon their online shopping carts when they encounter unexpected costs.\u201d But, if there\u2019s a way to remove the delivery fee, by adding a price threshold\u2014free shipping when you spend $X\u2014it\u2019s, for some reason, more appealing. You, as the consumer, are spending around the same amount of money (or maybe even more), but the money is now contributing to the order value versus being spent on shipping.<\/p>\r\n<p>According to <a href=\"https:\/\/knowledge.wharton.upenn.edu\/article\/how-the-offer-of-free-shipping-affects-on-line-shopping\/\" target=\"_blank\" rel=\"noopener\">Wharton<\/a>, \u201cApproximately 60% of online retailers cite \u2018free shipping with conditions\u2019 as their most successful marketing tool.\u201d One reason for the success of free shipping, even with a price threshold, is that it justifies the online purchase. With a shipping charge, customers are more likely to abandon their cart, saying they can pick up the item in-store to avoid the <a href=\"https:\/\/cxl.com\/blog\/shopping-cart-abandonment-how-to-recover-baskets-of-money\/#.\" target=\"_blank\" rel=\"noopener\">unexpected cost<\/a>. If there\u2019s no shipping cost, but more items are added to the order, it helps ease customer concerns about additional fees, increasing AOV.<\/p>\r\n<h3>2. Implement Cross-Channel Marketing<\/h3>\r\n<p>Next, we have cross-channel\u2014or <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/omnichannel-vs-multi-channel-marketing-is-there-a-difference\/\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a>\u2014marketing as a method for increasing AOV. A quick refresher: cross-channel marketing is connecting with customers across various marketing channels. These channels can include <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, etc. The key to a successful cross-channel marketing strategy is making the experience seamless for customers. For instance, changing the content that gets delivered via each channel to increase the likelihood of engagement.<\/p>\r\n<p>But, back to AOV. When customers have the opportunity to interact with a cross-channel campaign, they actually end up purchasing orders of higher value. According to <a href=\"https:\/\/www.retaildive.com\/spons\/three-reasons-to-adopt-an-omnichannel-marketing-strategy-backed-by-data\/554569\/#:~:text=Omnichannel%20Marketers%20Earn%20Higher%20AOV&amp;text=The%20average%20order%20value%20(AOV,out%20to%20%2466.31%20per%20order.\" target=\"_blank\" rel=\"noopener\">Retail Dive<\/a>, \u201cThe average order value (AOV) of customers interacting with a single-channel campaign spent only $58.70 on average, while omnichannel campaigns earned a 13% higher AOV.\u201d There\u2019s a personalized aspect to cross-channel campaigns that show your brand is paying attention. When you can cater to the needs of your customers by connecting with them how they want to be reached, it increases retention and builds trust, resulting in higher average order value.<\/p>\r\n<h3>3. Lift AOV with Gamification<\/h3>\r\n<p>We\u2019ve touched a bit on <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification<\/a> and how adding an element of \u201cplay\u201d to the buying process can improve the overall experience, but how does it increase AOV? <a href=\"https:\/\/neilpatel.com\/blog\/boost-average-order-value\/\" target=\"_blank\" rel=\"noopener\">Neil Patel<\/a> uses <a href=\"https:\/\/www.mcdonalds.com\/us\/en-us.html\" target=\"_blank\" rel=\"noopener\">McDonald\u2019s<\/a> as a perfect example. During their <a href=\"https:\/\/en.wikipedia.org\/wiki\/McDonald%27s_Monopoly\" target=\"_blank\" rel=\"noopener\">Monopoly campaign<\/a>, McDonald\u2019s offers peel-off game pieces that can be combined for prizes. A larger order (physically, and price-wise) means more stickers, which means more chances to win.<\/p>\r\n<p>In an online world, adding less-literal elements of gamification can help encourage check-out. <a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener\">Amazon<\/a>, for example, uses a progress bar to show what the steps are in the checkout process so shoppers can see how much longer it will take to complete their purchase.<\/p>\r\n<p>Upon checkout, <a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>, the food delivery app, now provides a <a href=\"https:\/\/www.restaurantbusinessonline.com\/technology\/new-doordash-feature-doubledash-allows-orders-2-businesses-once\" target=\"_blank\" rel=\"noopener\">DoubleDash<\/a> option. If there\u2019s a restaurant on the driver\u2019s route, customers can add items from other restaurants to their order. The experience is gamified because once the original order is placed, there\u2019s a timer counting down the minutes users have left to add other restaurants their order. The timer encourages customers to take advantage of the deal, increasing AOV.<\/p>\r\n<h3>Customer Experience is Key for Increasing AOV<\/h3>\r\n<p>The common denominator in free shipping promos, cross channel marketing, and gamification is reducing friction in the customer experience. Customers want to have confidence in the brands they are shopping with and in each of these strategies, brands are aiming to build trust and establish customer relationships.<\/p>\r\n<p>So, while increasing AOV is beneficial for tracking your brands\u2019 success, it shouldn\u2019t be the primary goal. By keeping your customers\u2019 needs and wants top-of-mind and striving to create a frictionless customer experience, it\u2019s likely average order value will increase as a result.<\/p>\r\n<p><em>To learn more about building a frictionless customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"3 Ways to Increase AOV and Why that Matters","post_excerpt":"AOV is a valuable metric for keeping track of orders, so let\u2019s look a bit deeper into some ways marketers can increase AOV.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ways-to-increase-aov-and-why-that-matters","to_ping":"","pinged":"","post_modified":"2022-02-24 10:24:16","post_modified_gmt":"2022-02-24 18:24:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98676","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 24, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Increasing AOV\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-ways-to-increase-aov-and-why-that-matters\/"},{"ID":98644,"post_author":"79","post_date":"2022-02-22 10:03:31","post_date_gmt":"2022-02-22 18:03:31","post_content":"<p>What does \u201cpersonalized marketing\u201d really mean? In part three of our Winning Customer Loyalty Series, we\u2019ll be diving deeper into some thoughts on <a href=\"https:\/\/iterable.com\/blog\/a-personalization-checklist-to-keep-in-your-back-pocket\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>\u2014specifically individualization\u2014shared by Forrester\u2019s Brendan Witcher, who was featured in our webinar \u201c<a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">Hot or Not: The 2022 Imperatives for Winning The Loyalties of Today\u2019s Consumers<\/a>.\u201d<\/p>\r\n<p>Personalization is the umbrella under which individualization lives. Personalized marketing is all about creating a unique, relevant experience for consumers interacting with your brand. Through segmentation and triggered messages, brands can achieve a level of personalization that promotes engagement and brand interactions. However, creating a unique customer experience should be about building a long-lasting relationship. So, while brands may think they\u2019re acing personalization, customers have to be able to feel the impact of their efforts.<\/p>\r\n<blockquote>\r\n<p><em>\u201cThe truth of the matter is most companies today don't get personalization, right? And it comes a lot from not understanding who the customer is.\u2019\u201d- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>To take personalization one step further, brands need to start investing in individualization\u2014make the customer feel like they\u2019re the only one you\u2019re talking to.<\/p>\r\n<h3>What is Individualization in Marketing?<\/h3>\r\n<p>Individualized marketing is an advanced level of personalized marketing. It\u2019s about building a customer profile for each user. Think beyond personas and segments and get into what the individual customer needs and wants. If you\u2019re building a personalization cake, customization and segmentation are the base layers of creating unique experiences and individualization is the icing on top.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIf you don't understand who the customer is\u2026you can't move to this next generation of personalization, which is individualization\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>The key to individualization is forming a holistic picture of each customer\u2014not easy. In the past, we\u2019ve used segments and personas to group customers into similar buckets, allowing us to appeal to multiple customers at a time with similar, yet customized messaging.<\/p>\r\n<p>With individualization we\u2019re aiming to create one-to-one relationships to appeal to the one customer you\u2019re trying to reach. As <a href=\"https:\/\/www.liftigniter.com\/blog\/blog\/personalization-vs-individualization-is-your-companys-idea-of-marketing-personalization-outdated\" target=\"_blank\" rel=\"noopener\">LiftIgniter<\/a> says, \u201cIndividualization speaks directly to each individual within those groups, and requires a much richer data set.\u201d What\u2019s interesting, however, is why this level of personalization has started to gain popularity.<\/p>\r\n<h3>Why Individualization Matters Now<\/h3>\r\n<p>Personalized marketing is no longer optional. It\u2019s not a nice-to-have, it's a need-to-have. As a result of the <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> brought on by the Covid-19 pandemic, customers are aware of brands\u2019 capabilities and expect more. Like <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> said, \u201cSeventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn\u2019t happen.\u201d Personalization is standard practice. What\u2019s new, however, is the idea that brands can reach individuals and tailor marketing messages to those individuals.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIndividualization focuses on two very important parts. It focuses not on the customer lifecycle, but on that experience right there. What does this customer want right here, right now?\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Like we mentioned in <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">part one of this series<\/a>, customers are drawing industry-agnostic comparisons between brands. Meaning that when one digital brand advances their customer experience, customers now expect that capability from all digital brands they interact with, regardless of industry. So, the advancement of data capabilities allows brands to implement individualization, and, because of that, it\u2019s becoming an expectation. It\u2019s a snowball effect. If a pizza brand can offer a customer a coupon for their <a href=\"https:\/\/www.mbaskool.com\/business-concepts\/marketing-and-strategy-terms\/1731-individual-marketing.html\" target=\"_blank\" rel=\"noopener\">favorite pizza<\/a>, for example, customers will start wondering why their go-to clothing brand can\u2019t do the same. The best part? When a brand shows they know their customers, it establishes loyalty.<\/p>\r\n<h3>How It Builds Loyalty<\/h3>\r\n<p>Think about any relationship you\u2019re in, outside of work. When the other person pays attention to your likes and dislikes, your wants and needs, and understands your perspectives, it establishes trust. It\u2019s not easy to find someone that knows you inside and out, so when you do, you hang onto them. Same thing goes for a customer-brand relationship.<\/p>\r\n<blockquote>\r\n<p><em>\u201cOur [customer] relationship is a two way street. It's not just saying, well, we know you're interested in buying something. And so we're now going to send you a promotion. It's about saying, what do you value? What do you need? What's going to keep you loyal to our brand when we know that what we carry, lots of other people carry too. And telling you what we carry or what we offer isn't going to keep you as a loyal customer.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>As a brand you may think, \u201cwell, that\u2019s fine and dandy, but how am I supposed to appeal to individuals without being able to get information from the customer?\u201d Here\u2019s the thing, customers are very willing to share their data with you if it means they\u2019ll have an individualized experience going forward. Really, you just have to ask. <a href=\"https:\/\/iterable.com\/blog\/how-spotify-wrapped-used-zero-party-data-for-good\/\" target=\"_blank\" rel=\"noopener\">Zero-party data<\/a> is the wave of the future. The key, however, is that once you have that invaluable information, you have to do something with it.<\/p>\r\n<blockquote>\r\n<p><em>\u201cNow, what do you need to do to get information out of customers? You have to add perceivable value to the experience for them to share. This is so key and people forget it all the time. You hear about these surveys and people talk about privacy and we don't want to share. There's a big lie. We love talking about ourselves.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>The moral of the story? Talk to your customers, use those conversations to collect data, and use that data to create individualized customer experiences to establish a relationship and win customer loyalty.<\/p>\r\n<p><em>To get the inside scoop on individualization, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 3: Individualization is the New North Star","post_excerpt":"To take personalization one step further, brands need to start investing in individualization\u2014make the customer feel special. But, how?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-3-individualization-is-the-new-north-star","to_ping":"","pinged":"","post_modified":"2022-02-22 10:03:31","post_modified_gmt":"2022-02-22 18:03:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98644","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"individualization for Customer Loyalty\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/"},{"ID":98573,"post_author":"79","post_date":"2022-02-16 08:46:54","post_date_gmt":"2022-02-16 16:46:54","post_content":"<p>Brands are no longer faceless and amorphous, they\u2019re starting to identify themselves through their beliefs and the causes they support. Not only that, but customers are starting to expect action and authenticity from the brands they shop with.<\/p>\r\n<p>The <a href=\"https:\/\/www.havasgroup.com\/press_release\/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism\/\" target=\"_blank\" rel=\"noopener\">Havas 2021 Meaningful Brands study<\/a> reported that, according to consumers, less than half (47%) of brands are seen as trustworthy and 75% could disappear and would be easily replaced. There exists an expectation gap in consumers\u2019 relationships with brands and businesses. Consumers seek authentic, meaningful, and sustainable action for the good of society and the planet, but are feeling sorely let down by empty promises.<\/p>\r\n<p>To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month. Last year we put together <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">three email strategies<\/a> for executing authentic marketing during Black History Month. This year, we\u2019re looking at brands who have applied our strategies and demonstrated genuine marketing at the halfway point of the month. Before we get into some examples, however, let\u2019s first look at the Black History Month origin story.<\/p>\r\n<h3>The Origin of Black History Month<\/h3>\r\n<p>Black History Month started with the creation of the Association for the Study of African American Life and History (ASALH) in 1915. Historian Carter G. Woodson and minister Jesse E. Moorland <a href=\"https:\/\/www.history.com\/topics\/black-history\/black-history-month\" target=\"_blank\" rel=\"noopener\">started the association<\/a> with the goal of \u201cresearching and promoting achievements by Black Americans and other peoples of African descent.\u201d<\/p>\r\n<p>In 1926 the group decided to dedicate a week\u2014the second week in February\u2014to celebrating Black History. Later, in the 1960s, partially due to the civil rights movement, some colleges started celebrating Black History Month. In 1976 President Ford officially recognized February as Black History Month and called upon Americans to \u201cseize the opportunity to honor the too-often neglected accomplishments of Black Americans in every area of endeavor throughout our history.\u201d<\/p>\r\n<p>Today, during Black History Month, we aim to celebrate the achievements of the Black community and call all communities to action through advocacy and service. It\u2019s important marketers don\u2019t take advantage of this month to promote their brand, but instead create genuine messages that support the meaning of Black History Month. Let\u2019s take a look at some winning examples.<\/p>\r\n<h3>1. Collaborate with Employees<\/h3>\r\n<p>Brands can recognize Black History Month by looking inwards and highlighting Black employees. As a way to support employees who don\u2019t always have access to opportunities, brands should aim to lift up and encourage Black employees during Black History Month (and always).<\/p>\r\n\r\n[caption id=\"attachment_98586\" align=\"alignnone\" width=\"1038\"]<img class=\"size-full wp-image-98586\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-mail-google-mail-u-0-2022-02-14-08_57_47-edit-1.png\" alt=\"Uber Employee Collaboration\" width=\"1038\" height=\"2099\" \/> <em>As a way to support their driver, Sierra, Uber brought attention to the brand she created.<\/em>[\/caption]\r\n\r\n<p><a href=\"http:\/\/www.uber.com\" target=\"_blank\" rel=\"noopener\">Uber<\/a>, the rideshare app, chose to spotlight one of their drivers, Sierra Taylor. What is especially admirable about this email is that Uber is showcasing Sierra\u2019s company, <a href=\"https:\/\/www.cocoandcoal.com\/\" target=\"_blank\" rel=\"noopener\">Coco &amp; Coal<\/a>. Uber is self-aware and understands that their drivers often use driving as a way to make additional income, so they brought attention to Sierra\u2019s main gig: her own brand. Uber is a giant that made over $11 billion in 2020 and has a huge customer-base. It\u2019s impactful when mega-corporations can reach out and help the startups and small businesses, especially those that are <a href=\"https:\/\/www.uschamber.com\/co\/start\/strategy\/black-owned-businesses-directories\" target=\"_blank\" rel=\"noopener\">Black-owned<\/a>.<\/p>\r\n<h3>2. Support Charitable Causes<\/h3>\r\n<p>Brands can also show support during Black History Month by putting their money where their mouth is. A lot of these huge, well-known brands have a lot of money to dole out to various charities and selecting Black organizations is a way for brands to contribute year-round. Companies can offer donation-matching where they will match the donations made by employees or they can give a percentage of sales to these organizations.<\/p>\r\n\r\n[caption id=\"attachment_98580\" align=\"alignnone\" width=\"1101\"]<img class=\"size-full wp-image-98580\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-mail-google-mail-u-0-2022-02-14-09_24_13-edit-2.png\" alt=\"West Elm Black History Month\" width=\"1101\" height=\"734\" \/> <em>To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month<\/em>[\/caption]\r\n\r\n<p>Furniture brand, <a href=\"https:\/\/www.westelm.com\/\" target=\"_blank\" rel=\"noopener\">West Elm<\/a>, featured this tile in one of their promotional emails that said when you shop certain collections, they\u2019d donate 50% of the proceeds to the <a href=\"https:\/\/15percentpledge.org\/\" target=\"_blank\" rel=\"noopener\">15 Percent Pledge<\/a>\u2014an organization urging businesses to dedicate 15% of their shelf space to Black-owned brands\u2014 and the <a href=\"https:\/\/naacp.org\/\" target=\"_blank\" rel=\"noopener\">NAACP<\/a>. Once clicked, this tile takes users to a Black History Month <a href=\"https:\/\/www.westelm.com\/pages\/features\/black-history-month\/?cm_ite=bnr_all3&amp;tp=i-1NGB-Q2P-2cEb-2JwyrXT-1n-3caXu-1c-2Jwpoi5-l78cyqWXz4-1h4VOY&amp;cm_ven=PROMO&amp;cm_cat=CAT&amp;cm_pla=2022-02-11_WE_CasualSeating_FF1&amp;cm_em=02:728FA0F3865AC3A635B8622497C8ECA95B8CF5A9F2D2F44CCA1286F7B3F5F91F&amp;dtm_em=90161b4f580c747aa6ea7b803cd93197&amp;om_mid=623633\" target=\"_blank\" rel=\"noopener\">landing page<\/a> that further explains the partnership with these organizations and has links to shop LOCAL products.<\/p>\r\n<h3>3. Extending Beyond February<\/h3>\r\n<p>There needs to be thought behind the messaging that shows there\u2019s a reason your brand is highlighting this month and continuing efforts outside of February. If it\u2019s just participation for the sake of participation, for just one month, it could appear like you\u2019re pandering to your audience. Also, if your brand decides to recognize Black History Month in your marketing messages, it should be related to your brand or product offering. If you put out an email that is completely unrelated to anything your brand does or can do, it will come off as disingenuous.<\/p>\r\n\r\n[caption id=\"attachment_98604\" align=\"alignnone\" width=\"1225\"]<img class=\"size-full wp-image-98604\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-reallygoodemails-emails-hulu-celebrates-black-history-month-2022-02-15-13_22_49-edit.png\" alt=\"Hulu Black History Month\" width=\"1225\" height=\"5250\" \/> <em>Hulu used their wealth of content to highlight Black artists and creators\u2014in February and beyond. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/hulu-celebrates-black-history-month\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.hulu.com\/\" target=\"_blank\" rel=\"noopener\">Hulu<\/a>, a streaming service, for example, sent the above email. To recognize Black History Month, Hulu compiled a collection of content by Black creators. Hulu has oodles of content, so they were able to use their product to showcase and celebrate Black artists. In addition, using our advice from last year, Hulu also made Black History Month the jumping-off point for permanent change. This doesn\u2019t say \u201cget access to this content before it\u2019s gone!\u201d it says \u201call February long\u2014and beyond.\u201d<\/p>\r\n<h3>So Far, So Good<\/h3>\r\n<p>At the halfway point of Black History Month, brands are supporting the cause in a variety of ways. Whether it\u2019s spotlighting employees or contributing to charities, we hope to see a continuation of these efforts year-round. Authentic marketing is about doing something not because the customer expects it, but because it aligns with your brand\u2019s mission and message. If you believe in something, your brand should stand behind that cause and support it wholeheartedly. Customers want authenticity and to know they are shopping with a brand that cares.<\/p>\r\n<p><em>To learn more about Iterable\u2019s culture and diversity initiatives, click <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/em><\/p>","post_title":"Authentic Marketing During Black History Month 2022","post_excerpt":"To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"authentic-marketing-during-black-history-month-2022","to_ping":"","pinged":"","post_modified":"2022-02-16 09:08:14","post_modified_gmt":"2022-02-16 17:08:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98573","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/02\/021622_Black-History-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black History Month Review of Authentic Marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/"},{"ID":98422,"post_author":"79","post_date":"2022-02-10 09:04:26","post_date_gmt":"2022-02-10 17:04:26","post_content":"<p>The previous article in this series\u2014which shared our views of concepts covered in <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">our webinar featuring Forrester\u2019s Brendan Witcher<\/a>\u2014discussed what it looks like to go from <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">good to great, in terms of the customer experience<\/span><\/a>. In short, the article explained an increase in customer expectations\u2014if one digital brand, regardless of industry, has certain experience-improving features on their website, customers expect to find the same features with other digital brands.<\/p>\r\n<p>With an array of options, customers are quick to adopt, and just as quick to abandon, the brands they choose. That is, unless there is a differentiating factor that makes one brand a clear choice.<\/p>\r\n<p>This article will explore our thoughts on the differences between hyper-adoption and hyper-abandonment and how they interact. Plus, we'll examine why they both matter when it comes to creating customer loyalty.<\/p>\r\n<h3>What Are Hyper-Adoption and Hyper-Abandonment?<\/h3>\r\n<h4>Hyper-Adoption Defined<\/h4>\r\n<p>Hyper-adoption is pretty much exactly what it sounds like. It\u2019s an onslaught of customers who have adopted your brand because it solves a problem or meets a need. Think about <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2018\/06\/08\/the-hyper-adoption-of-voice-technology\/?sh=1ca469fe7058\" target=\"_blank\" rel=\"noopener\">voice technology<\/a>, for example. At this point, we\u2019ve all asked Alexa the weather or started a sentence with \u201cHey Google.\u201d Voice technology was adopted quickly because it gave people a newer, faster, and easier way to execute tasks.<\/p>\r\n<p>In a digital world, hyper-adoption is rampant because the barrier to entry is extremely low. Users type in an email address and a password and boom\u2014they\u2019re subscribers. It\u2019s super easy for customers to try a product or become a member because they don\u2019t have to leave their sofa. But, that means it\u2019s just as easy to ditch a brand.<\/p>\r\n<h4>Hyper-Abandonment Defined<\/h4>\r\n<p>If the tides change and the product that was once a necessity becomes obsolete or no longer solves a problem, customers will abandon a product as quickly as they adopted it. Nowadays, however, it\u2019s not just the product that determines whether or not a customer abandons your brand. The customer experience has a lot to do with it.<\/p>\r\n<blockquote>\r\n<p><em>As Brendan mentioned in the webinar, \u201c61% of customers said they\u2019re unlikely to return to a website that doesn\u2019t provide a satisfactory customer experience.<\/em><\/p>\r\n<p><em>What is that word? Satisfactory. Why is that so important? Because \u2018satisfactory\u2019 isn't up to the company. It's up to the consumer. And that means that each consumer is going to have their own things that make them satisfied. \u201c<\/em><\/p>\r\n<\/blockquote>\r\n<p>The way we see it, \u201cSatisfactory\u201d is completely subjective. Appealing to each individual customer\u2019s definition of satisfactory can become a challenge. To avoid hyper-abandonment, brands need to create a catch-all experience that is beneficial to everyone.<\/p>\r\n<h3>Pivoting to Meet Customer Expectations<\/h3>\r\n<p>To create a universally beneficial customer experience, brands need to keep an ear to the ground to understand what trends are emerging and what other digital brands are offering. As we mentioned in <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">Part 1 of this series<\/a>, customers no longer compare brands within the same industry, they compare across all digital brands. If one brand offers a certain experience, regardless of industry, customers are expecting the same capabilities from the other digital brands they interact with.<\/p>\r\n<p><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a>\u2014founded in 1997\u2014is a great example of pivoting out of hyper-abandonment into hyper-adoption. To expand on this, back in the day, Netflix would send DVDs to their customers. Customers created a <a href=\"https:\/\/itstillworks.com\/netflix-queue-12871.html\" target=\"_blank\" rel=\"noopener\">queue<\/a> and the movies would be sent to them in that order. But, as brands like Hulu\u2014founded in 2007\u2014started to gain traction, Netflix realized customers were starting to abandon their brand in exchange for these cloud-based streaming services. So, Netflix pivoted and, in 2007, started offering streaming services.<\/p>\r\n<p>Netflix was able to (and continues to) stay on the cusp of customer expectations, building loyalty amongst subscribers.<\/p>\r\n<h3>Why Meeting Expectations Creates Loyalty<\/h3>\r\n<p>Pivoting means your brand is listening to what your customers are looking for. By shifting to meet expectations, brands are building trust with their customers versus letting them move to a more convenient competitor. What happens if your brand doesn\u2019t pivot fast enough or at all?<\/p>\r\n<p>Let\u2019s look at <a href=\"https:\/\/www.redbox.com\/\" target=\"_blank\" rel=\"noopener\">Redbox<\/a>, for example. Once Netflix gained popularity, Redbox capitalized on the fact that people didn't want to wait to get DVDs in the mail, so they offered customers a way to get them when they wanted\u2014through a kiosk. But, as Netflix pivoted to streaming, Redbox stood staunchly behind their kiosks. They pivoted in their own way: from DVDs to Blu-Rays, and now, to video games, but it wasn\u2019t what customers needed. \u201cDVD sales have <a href=\"https:\/\/nationalinterest.org\/blog\/buzz\/how-redbox-still-business-123446\" target=\"_blank\" rel=\"noopener\">plummeted an astounding 86 percent since 2008<\/a> whereas streaming services have seen sales jump 1,231 percent since 2011. Blu-Ray sales are also declining fast as well.\u201d<\/p>\r\n<p>Redbox went from hyper-adoption to hyper-abandonment in the blink of an eye because they started to look outdated, like they weren\u2019t paying attention. Customer trust started to disintegrate when new, easier, more convenient options became available. What\u2019s Redbox up to now? Well, they finally pivoted and are trying to get into the streaming game, but perhaps a bit too late.<\/p>\r\n<h3>Strive to Understand Your Customers<\/h3>\r\n<p>Understanding all of your customers has to start with understanding some. Looking at each segment and understanding their challenges can help guide where your brand will pivot next. But, to do this, brands have to be willing to adapt.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou're not going to do one thing and win every single customer out there. That's not how it works. It never works out. If you're waiting and sitting around for that silver bullet thing, that's going to win 50% of consumers, that's not how it works. You have to segment your customers' pain points and say, what are they looking for? Some customers want this. Some customers want that.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>What hyper-adoption and hyper-abandonment show us is that it\u2019s okay for brands to change. In fact, customers appreciate it. If a brand can evolve with customers\u2019 expectations, and solve for their pain points, it will only solidify the relationship. In the next part of this series, we\u2019ll take a look at how to individualize the experience using the available customer data.<\/p>\r\n<p><em>To get Brendan\u2019s take on hyper-adoption and hyper-abandonment, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the full webinar<\/a>.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 2: Hyper-Adoption vs. Hyper-Abandonment","post_excerpt":"This article will explore our thoughts on the differences between hyper-adoption and hyper-abandonment and how they interact.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment","to_ping":"","pinged":"","post_modified":"2022-02-10 09:04:26","post_modified_gmt":"2022-02-10 17:04:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98422","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hyper-adoption vs. hyper-abandonment\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/"},{"ID":98339,"post_author":"79","post_date":"2022-02-09 09:36:21","post_date_gmt":"2022-02-09 17:36:21","post_content":"<p>At this point, we\u2019ve <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">hammered home the fact<\/a> that, in most cases, brands should aim to <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">focus on customer retention<\/a>. We\u2019ve all heard how acquiring a new customer can cost up to <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">five times more<\/a> than retaining an existing one. But, what we don\u2019t always talk about is what to do with the customers who don\u2019t come back. What should your brand do with the customers that are neither here nor there\u2014not new but also aren\u2019t continuing their relationship with your brand?<\/p>\r\n<p>Throughout this article we\u2019ll start by defining customer churn and segmentation. Then, we\u2019ll explore how brands can analyze and approach this group of churned customers to rebuild the relationship. Let\u2019s get to it.<\/p>\r\n<h3>What is a Customer Churn?<\/h3>\r\n<p>We\u2019re going back to basics for a hot second by defining customer churn. Customer churn isn\u2019t always clear-cut. As we covered in our <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback ebook<\/a>, \u201ccustomer churn can refer to customers who have completely stopped interacting or unsubscribed\u201d but it can also refer to customers who have reduced how often they interact with your brand, compared to how often they used to. So, from the get-go, your brand has to first determine how you define churn.<\/p>\r\n<p>Once your brand has established what qualifies a churned customer, you have to decide how you\u2019ll go about re-engaging with them. One approach is to start by grouping like-minded churned customers into categories\u2014also known as segmentation.<\/p>\r\n<h3>What is Segmentation?<\/h3>\r\n<p>Taking one more step back, we\u2019re going to cover segmentation more broadly before we get into segmenting churned customers. Segmentation is one of the first steps in personalizing the customer experience. \u201c<a href=\"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/\" target=\"_blank\" rel=\"noopener\">Segmenting customers<\/a> can help your brand tailor its approach to each group, creating a more relevant experience for each individual.\u201d<\/p>\r\n<p>To start, brands need to create groups of customers based on certain underlying criteria. For example, customers can be segmented based on their location. Then, customers within a certain zip code can be segmented further to pull out those customers who have purchased the same items. Now, your brand has a specific segment of customers who live in the same zip code and have purchased the same item. From there, you can create targeted content specifically for this group of customers. The same method can be used for churned customers.<\/p>\r\n<h3>How Can You Segment Churned Customers?<\/h3>\r\n<p>There are layers to churn, regardless of how your brand defines it. If customer churn for your brand means someone who hasn\u2019t made a purchase in over a month, there may be stepping stones that customers land on before becoming that fully churned customer. This is what your brand needs to pay attention to. A customer who opens emails but hasn\u2019t purchased anything in over a month is different from a churned customer who won\u2019t even open emails.<\/p>\r\n<p><a href=\"https:\/\/www.stitcher.com\/\" target=\"_blank\" rel=\"noopener\">Stitcher<\/a>, a podcast distribution platform, uses this methodology when segmenting their churned customers. Imelda Skinder, a Stitcher Listener Lifecycle Manager, explained that they <a href=\"https:\/\/iterable.com\/activate\/_schedule\/tuned-in-how-stitcher-reactivates-lost-listeners\/\" target=\"_blank\" rel=\"noopener\">group churned customers<\/a> into three segments: \u201cRisk of Churn,\u201d \u201cChurning,\u201d and \u201cChurned.\u201d Those who are a \u201cRisk of Churn\u201d haven\u2019t engaged in 7-13 days, those who are \u201cChurning\u201d haven\u2019t engaged in 14-29 days, and lastly, those who are \u201cChurned\u201d have not engaged in 30+ days.<\/p>\r\n<p>So, instead of tossing all disengaged customers into one big \u201cchurned\u201d bucket, your brand should focus on the small nuances that lead to a customer fully churning. The goal then should be to re-engage them before they reach that final group\u2014but how?<\/p>\r\n<h3>Using Workflows to Connect With Segments<\/h3>\r\n<p>Segmentation is only valuable if you have a way to connect with each segment. What\u2019s better? An automated way to connect with those segments. Creating <a href=\"https:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\/\" target=\"_blank\" rel=\"noopener\">marketing workflows<\/a> gives you the ability to trigger certain marketing messages for certain customers, based on set criteria. In this case, the churn segment would be the criteria.<\/p>\r\n<p>Stitcher, for example, created different workflows for those customers who were at \u201cRisk of Churn\u201d and those who were \u201cChurning.\u201d The \u201cRisk of Churn\u201d workflow is triggered when a customer has been inactive for seven days and the \u201cChurning\u201d workflow is triggered when a customer has been inactive for 15 days. Elements within each workflow are different, depending on what marketing messages those segments need.<\/p>\r\n<h3>Personalizing the Churned Customer Experience<\/h3>\r\n<p>At the end of the day, creating segments, whether for churned customers or fully engaged customers, is about creating a personalized experience. Segmentation allows your brand to send individualized content to customers based on their similar characteristics. But, because of the focus on retaining customers versus acquiring customers, churned customers often fall by the wayside.<\/p>\r\n<p>By segmenting churned customers, brands can tap into a wealth of information about customer behavior and their journeys to churn. Plus, as an added bonus, segmentation can help brands stop customers from churning altogether. Understanding both the steps a customer takes towards purchase and the steps they take towards churning\u2014and then turning those steps into segments\u2014gives your brand a chance to connect with customers on an individual level, demonstrating that your brand values the relationship and can provide a one-of-a-kind experience.<\/p>\r\n<p><em>To learn more about marketing workflows and how to segment churned customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"Churn, Baby, Churn: Analyzing and Segmenting Customer Churn","post_excerpt":"This article will define customer churn and segmentation and explore how brands can analyze and approach churned customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"churn-baby-churn-analyzing-and-segmenting-customer-churn","to_ping":"","pinged":"","post_modified":"2022-02-09 09:36:21","post_modified_gmt":"2022-02-09 17:36:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98339","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Customer Churn Segmentation\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/churn-baby-churn-analyzing-and-segmenting-customer-churn\/"},{"ID":98231,"post_author":"79","post_date":"2022-02-08 09:59:56","post_date_gmt":"2022-02-08 17:59:56","post_content":"<p>Even if you've never encountered the term before it's likely you're already familiar with gamification. Whether you've finally remembered to get that same cafe loyalty card stamped enough times to get a free coffee, made a conscious effort to hit 10 thousand steps a day, or found yourself being bullied into keeping up with your Japanese lessons by an <a href=\"https:\/\/blog.duolingo.com\/gamification-design\/\" target=\"_blank\" rel=\"noopener\">Owl in your phone<\/a>, that is all gamification in action.<\/p>\r\n<blockquote>\r\n<p><em>\"Gamification is 75% Psychology and 25% Technology.\" <\/em><\/p>\r\n<p><em>- <a href=\"https:\/\/www.informationweek.com\/government\/gamification-75-psychology-25-technology\" target=\"_blank\" rel=\"noopener\">Gabe Zichermann<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<p>Gamification is the use of game mechanics and design to make a non-game activity more engaging. In the promotion space this could involve awarding a customer points for each number of dollars purchased, a discount for referring another customer, or even giving them the option to play a trivia game at checkout to win a bonus discount. Whether simple like <a href=\"https:\/\/thepointsguy.com\/guide\/evolution-frequent-flyer-programs\/\">American Airlines<\/a>\u2019 pioneering air miles loyalty program or complex like Nike\u2019s social run tracker app <a href=\"https:\/\/news.nike.com\/news\/what-is-nikefuel\" target=\"_blank\" rel=\"noopener\">Nike<\/a>+, the guiding principle of retail gamification is simple: make an activity more game-like to boost customer experience and incentivize interaction.<\/p>\r\n<p>While it\u2019s easy to grasp the basic concepts behind gamification and clear to see how it can open the door to innovative promotional campaigns, it\u2019s not a process that can be entered into lightly. There\u2019s a process to implementing quality gamification and serious attention must be paid to each step.<\/p>\r\n<h3>Five Part Mental Model for Gamification Success<\/h3>\r\n<p>Before you start on any gamification or promotion strategy, the first thing to identify is the end goal. Is it simply to increase retention\u2014getting a repeat purpose, or getting a user back into your app\u2014or are you trying to incentivise specific behaviours?<\/p>\r\n<p>Once you know the end goal, you need to think about five things:<\/p>\r\n<ol>\r\n\t<li>Key milestones on the journey towards that goal<\/li>\r\n\t<li>Potential interventions to reward and reinforce progress<\/li>\r\n\t<li>Areas where social reinforcement makes sense<\/li>\r\n\t<li>Sensible scaling of difficulty<\/li>\r\n\t<li>Potential addition of side challenges or bonuses to hold interest<\/li>\r\n<\/ol>\r\n<p>Creating cohesive, quality gamification is a serious investment but it\u2019s one well worth considering. More and more businesses are incorporating game-like elements as key pillars of their promotional strategy.<\/p>\r\n<h3>Marketing Investment in Gamification<\/h3>\r\n<p>According to the <a href=\"https:\/\/wfanet.org\/knowledge\/item\/2021\/10\/27\/Majority-of-major-multinationals-now-investing-in-gaming-in-APAC-WFA-research\" target=\"_blank\" rel=\"noopener\">World Federation of Advertisers<\/a>, 32% of marketers reported that they had invested in gaming in 2019. The pandemic-driven jump to online retailers skyrocketed this figure by almost 100% to 62% in 2020. The same survey indicated 108 senior marketers based in Asia reported a significant number of non-gaming brands investing in more advanced forms of gaming communication, with 36% planning to add gamification elements to their webstore or social media channels, 34% intending to market their brand in games, and 21% expressing serious interest in commissioning video games of their own.<\/p>\r\n<h3>Key Examples of Successful Gamification<\/h3>\r\n<p>Many companies have taken this to the next level. KFC has experimented with a Fruit-Ninja style game in Japan called <a href=\"https:\/\/creativepool.com\/magazine\/inspiration\/what-is-gamification-in-marketing-and-why-you-should-be-using-it.23959\" target=\"_blank\" rel=\"noopener\">Shrimp Attack<\/a>. Customers can play in a specific location to get immediate discounts on their future purchase. Stride Rite challenged users to try on shoes in-store while playing a <a href=\"https:\/\/www.gocretail.com\/retail-gamification\/\" target=\"_blank\" rel=\"noopener\">Dance-Dance-Revolution-style game<\/a>. The results showed a healthy conversion rate from shoes danced in to shoes purchased but also increased the time parents and children spent in-store.<\/p>\r\n<p>According to <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\" target=\"_blank\" rel=\"noopener\">Baymard Institute<\/a>, an average of 70% of online customers abandon their cart before completing their purchase. Simple gamification works great to tackle issues like this. Online retailers such as Amazon have added a progress bar to their check-out process to help create urgency and remove uncertainty about how many steps are left to complete the purchase.<\/p>\r\n<p><a href=\"https:\/\/www.talon.one\/blog\/gamified-promotions-everything-you-need-to-know\" target=\"_blank\" rel=\"noopener\">Gamification<\/a> is also a great way to tackle longer-term goals like customer retention. The majority of consumers are familiar with loyalty programs, the power of which can't be overstated, but that's just the beginning of how gamification can enhance the experience of repeat customers.<\/p>\r\n<p>Though gamification is an incredibly diverse field, there are certain characteristics shared by any successful implementation. No matter how practical or playful, quality gamification must be cohesive with the larger brand identity while not distracting from the main customer journey.<\/p>\r\n<h3>The \u2018When\u2019 is as Important as the \u2018How\u2019<\/h3>\r\n<p>The average consumers\u2019 familiarity with basic games means loyalty programs once considered complex are now understood intuitively. Customers of all ages now understand badges are earned for specific activities, collecting a full set of items unlocks a particular skill, expert players are awarded special status, and accumulation of points leads to the next level.<\/p>\r\n<p>It's easy to see how this maps to the retail experience: badges and skills could yield coupon codes, customers given special status could be alerted to flash sales before the general public, and of course points\/levels could be redeemable for a certain discount on any purchase.<\/p>\r\n<p>It\u2019s this second component that is key to a successful gamification campaign that converts \u2014 having an addictive mechanic is no substitute for wider marketing efforts if it isn\u2019t moving the customer towards the checkout. By analyzing and mapping the touchpoints on the customer journey, and ensuring that customers are re-engaged with timely and effective messaging, gamification moves from a buzzword to a precision tool for customer engagement. You can read Iterable\u2019s great <a href=\"https:\/\/iterable.com\/whitepaper\/game-on\/\" target=\"_blank\" rel=\"noopener\">\u2018Game On\u2019 guide<\/a> for more information.<\/p>\r\n<p>Precision in gamification can also go beyond optimization of the customer journey. If used correctly it can foster a relationship specifically with a business\u2019 ideal customer by maintaining their long-term engagement and interest.<\/p>\r\n<h3>Personalization in Rewards is Key<\/h3>\r\n<p>Being an experienced consumer of a particular business used to mean someone able to navigate the quirks of a poorly-run business (think \"<a href=\"https:\/\/www.youtube.com\/watch?v=RqlQYBcsq54\" target=\"_blank\" rel=\"noopener\">No soup for you!<\/a>\"). Now there can be tangible rewards for a customer's experience in a win-win scenario which also helps businesses launch new products, create product evangelists, and get much more creative with promotion.<\/p>\r\n<p>Like everything in promotions that feel playful and casual, well-implemented gamification requires a lot of thought and planning. A company looking to gamify should ensure their approach makes sense with the product and their brand, appeals to their core customer base, and doesn't completely distract customers from the retail experience. It's a delicate balance but with a great plan and the right tools, taking fun seriously is an incredibly powerful way to stand out in the market, motivate customers and make sure they stick around.<\/p>\r\n<p><em>To learn more about how to use gamification to improve your retention and engagement with Talon.One and Iterable, <a href=\"https:\/\/hubs.li\/Q012l_W90\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/em><\/p>","post_title":"Gamification: Loyalty and Messaging Tips to Level Up Your Customer Engagement","post_excerpt":"While it\u2019s easy to see how gamification can open the door to innovative campaigns, it\u2019s not a process that can be entered into lightly.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-02-08 09:59:56","post_modified_gmt":"2022-02-08 17:59:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98231","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/02\/020722_Gamifaction_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Talon.One Gamification\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/"},{"ID":97577,"post_author":"79","post_date":"2022-02-02 14:54:22","post_date_gmt":"2022-02-02 22:54:22","post_content":"<p>Iterable\u2019s Senior Manager of Product Marketing, Anthony Chiulli, sat down with our guest, Brendan Witcher, Forrester Vice President and Principal Analyst, to talk about the <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">2022 imperatives for winning customer loyalty<\/a>. To expand upon some of the concepts touched upon in the webinar, we decided to create a blog series\u2014of which this article is part one.<\/p>\r\n<p>We want to understand what makes customers shop. What makes them choose a certain product? Remember, we\u2019re all customers. Yes, we\u2019re marketers too, but that doesn\u2019t mean we don\u2019t have our own relationships with brands as the consumer. Of course we do. Thinking from the customer perspective instead of the marketer perspective can help shine some light on how your brand can win customer loyalty.<\/p>\r\n<blockquote>\r\n<p><em>Brendan kicked off the webinar with a quote from Jim Collins\u2019 <a href=\"https:\/\/www.amazon.com\/Good-Great-Some-Companies-Others\/dp\/0066620996\/ref=sr_1_1?crid=3GFX8R98LLFBU&amp;keywords=good+to+great&amp;qid=1643135304&amp;s=books&amp;sprefix=good+to+grea%2Cstripbooks%2C134&amp;sr=1-1\">Good to Great<\/a>. \u201cGood is the enemy of great.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>To us, this means that brands often settle for being good enough versus going further to be great. If everyone else is doing what you\u2019re doing, then you\u2019re doing something right, right? You\u2019re doing good enough. But, \u201cgood enough\u201d no longer suffices when it comes to the customer experience. Let\u2019s look at why.<br \/>\r\nIt\u2019s Difficult to Stand Out in a Sea of Similarity<\/p>\r\n<blockquote>\r\n<p><em>Brendan uses the shopping cart example in the webinar: <\/em><\/p>\r\n<p><em>\u201cI want you to imagine that at your local grocery store, there's literally no shopping carts.<\/em><br \/>\r\n<em>I don't mean they're all being used. I mean literally there are no shopping carts. How do you feel about this? You're confused, right? You're angry, you're frustrated.<\/em><\/p>\r\n<p><em>\u2026Where are all the shopping carts at? And the manager looks you straight in the eye and says, we couldn't figure out the ROI of a shopping cart. So we decided to get rid of them. They're hard to maintain. They're hard to manage. They always got that left wheel that pulls you into the aisle. So we got rid of them again. How do you feel at this moment, right? Frustrated, angry? Surprised? Certainly. Probably not delighted. But the thing of it is that we, today, have expectations about shopping.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>The way we see it is that if you, as a customer, walk into a grocery store and they have no shopping carts, you\u2019re going to go to a different store that has carts. This is not because there\u2019s a difference of products\u2014competing based on assortment is a thing of the past\u2014it\u2019s because there\u2019s a difference in experience. If customers can get anything anywhere, there has to be some other differentiating factor that makes them choose your brand over a competitor.<\/p>\r\n<h3>Dealing with Digital Sameness<\/h3>\r\n<p>Fine-tuning and rethinking the customer experience from good to great is a way for brick-and-mortar brands to stand out in a sea of similarity. But now, in an internet-based world, brands are faced with the challenge of digital sameness\u2014the customer experience across websites has become pretty uniform.<\/p>\r\n<blockquote>\r\n<p><em>In a Forrester survey, customers were asked how they feel about the experiences they have with brands. The results? 68% of customers said their customer experiences were OK.<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_97747\" align=\"alignnone\" width=\"1001\"]<img class=\"size-full wp-image-97747\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020222_Winning-Customer-Loyalty-Pt-1_-Survey-Chart.png\" alt=\"Winning Customer Loyalty: CX Index\" width=\"1001\" height=\"700\" \/> <em>A 2021 Forrester survey shows that the majority of customers have an OK experience and none have an excellent experience. Source: Customer Experience Online Survey, 2021.<\/em>[\/caption]\r\n\r\n<p>From these results we can assume that brands are thinking, \u201cwe\u2019re doing what everyone else is doing, so that\u2019s good right?\u201d Yeah it is good, but it\u2019s not great. Living in this safe, comfortable area is incredibly volatile for brands in the digital space. All it takes is one brand to go above and beyond to shift the expectations and turn satisfactory experiences into not-so-satisfactory.<\/p>\r\n<h3>New Experiences Become Customer Expectations<\/h3>\r\n<p>Customers are smart. When there is a part of their journey with a brand that positively impacts their overall experience, and then they switch to a different brand that doesn\u2019t provide the same part, the experience with the second brand is viewed less favorably\u2014not because it\u2019s worse than it used to be, compared to itself, but because it\u2019s worse than the first brand\u2019s experience.<\/p>\r\n<blockquote>\r\n<p><em>Brendan used a banking site as an example:<\/em><\/p>\r\n<p><em>\u201cLet's say that you went to your banking website, okay? There was a problem with your account. And you're saying, okay, I'm not sure what's going on. And then a virtual agent pops up and says, \u2018Hey, you're hovering here. Well, is there something I can help you with?\u2019 And you type into this automated assistant. You say, \u2018Yes, there seems to be a problem with my account.\u2019 So it says, \u2018One moment, please. Sorry, you're having a problem. Let me check.\u2019 And then it comes back and says, \u2018It looks like I might have fixed the problem with your account. Please refresh your browser.\u2019 You refresh your browser. Sure enough, your problems. Great, right?<\/em><\/p>\r\n<p><em>You say, all right, well, [I\u2019ve] got to go to my insurance website. Let's say you go to your insurance website, you go there and there's a problem with your account. What's the first thing you're going to do? You're looking for that virtual agent to pop up, right? That's what you're looking for, but you don't find it. In fact, it's not there. What you will see, though, is a little link that says, \u2018give us a call if you're having a problem with your account.\u2019 Now, as a consumer, are you instantly disappointed? Yes, you are. Did you compare that insurance company to another insurance company? No. You compared it to your last digital experience.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Our takeaway: even though the insurance site has always had this as the option for contacting customer support, the customer just experienced a much more seamless customer experience, making the insurance site feel outdated and the overall experience is viewed negatively.<\/p>\r\n<p>If one brand elevates the digital experience, customers expect all brands to be able to do the same. So, it\u2019s not enough to just have a good experience because it\u2019s easy to get left behind when improvements are introduced.<\/p>\r\n<h3>Customers are Making Industry-Agnostic Comparisons<\/h3>\r\n<p>Customers aren\u2019t comparing your brand to similar brands, they\u2019re comparing your brand\u2019s digital experience to the last digital experience they had. Industry no longer matters\u2014everyone is digital.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou can't just look at your industry. You have to look at what people are experiencing everywhere.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Digital functionality isn\u2019t exclusive by industry, digital brands use third-party tech to enable certain marketing features, and customers are very aware of this. After one great experience, customers will start to think, \u201cwhy isn\u2019t everyone doing this?\u201d So, be sure your brand is doing what it can to stay on the cutting edge of a great\u2014not good\u2014customer experience.<\/p>\r\n<p><em>For more detailed tips and tricks, remember to <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a> and stay tuned for the next article in this series which will focus on hyper-adoption and hyper-abandonment.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 1: From Good to Great","post_excerpt":"We sat down with out guest, Brendan Witcher, Forrester Vice President & Principal Analyst, to discuss 2022 imperatives for winning customer loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-1-from-good-to-great","to_ping":"","pinged":"","post_modified":"2022-02-10 08:55:43","post_modified_gmt":"2022-02-10 16:55:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97577","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Winning Customer Loyalty\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/"},{"ID":97277,"post_author":"79","post_date":"2022-02-02 08:25:27","post_date_gmt":"2022-02-02 16:25:27","post_content":"<p>It's already February. Cupid is peeking his chubby baby head around the corner, pressuring you into buying chocolates and flowers for that special someone. While the season of love is upon us, we thought we\u2019d swap out chocolates and flowers for loyalty and retention by exploring some ways to win your customers\u2019 hearts. Not only that, we want to get into why that actually matters for a brand.<\/p>\r\n<p>Pleasing your customers leads to brand loyalty and brand loyalty leads to customer retention\u2014but so what? Why are loyalty and retention so important? Brand loyalty and retention are about building a relationship with each customer. Just as Valentine\u2019s Day is the height of love\u2014it\u2019s just a piece of a larger, overarching relationship\u2014the same should be said about customer-brand relationships: the best ones are built off a series of great, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">meaningful moments<\/a>.<\/p>\r\n<p>Going beyond the exchange of goods and tapping into the emotional aspects of marketing can benefit your brand. As we unpack the how and why behind these marketing must-haves, think about how this applies to your customers.<\/p>\r\n<h3>Ways to a Customer\u2019s Heart<\/h3>\r\n<p>Unlike the old adage, it\u2019s not through their stomach (<a href=\"https:\/\/iterable.com\/customers\/jersey-mikes\/\" target=\"_blank\" rel=\"noopener\">unless that\u2019s your thing<\/a>). The biggest <a href=\"https:\/\/iterable.com\/blog\/new-year-new-focus-for-marketing-strategies\/\" target=\"_blank\" rel=\"noopener\">marketing trend<\/a> we\u2019ve seen emerging over the past few years is emotional marketing. It almost sounds like an oxymoron, but emotional marketing connects to each customer\u2019s feelings, rather than just trying to sell products. \u201c<a href=\"https:\/\/customerthink.com\/taking-a-step-towards-emotional-branding-in-2022-beyond\/\" target=\"_blank\" rel=\"noopener\">Emotional marketing<\/a> connects people with the things they want and need on a deeply personal level.\u201d<\/p>\r\n<p>And now, with tailored customer experiences for each individual customer becoming the status quo, brands are expected to know <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">how each customer is feeling<\/a> about products or services and should appeal to those sentiments. When comparing a brand that pushes promotional and transactional messaging versus a brand that relates to emotions, which brand do you think customers will prefer? As Deloitte points out in a <a href=\"https:\/\/www.deloittedigital.com\/content\/dam\/deloittedigital\/us\/documents\/offerings\/offerings-20190521-exploring-the-value-of-emotion-driven-engagement-2.pdf\" target=\"_blank\" rel=\"noopener\">recent whitepaper<\/a>, \u201cEmotions inspire and frame the depth of brand loyalty as well as advocacy.\u201d<\/p>\r\n<h3>Why Does Brand Loyalty Matter?<\/h3>\r\n<p>First, you\u2019ll notice we\u2019ve used \u201cbrand loyalty\u201d instead of \u201ccustomer loyalty\u201d thus far. So let\u2019s clarify the difference between the two. Customer loyalty usually focuses on how much the customer spends with your brand\u2014it\u2019s about a monetary value. Brand loyalty, on the other hand, focuses on <a href=\"https:\/\/www.adroll.com\/blog\/customer-loyalty-vs-brand-loyalty\" target=\"_blank\" rel=\"noopener\">how customers perceive your brand<\/a>. Brand loyalty is about connecting with a brand on a personal, emotional level. That\u2019s why we\u2019re using \u201cbrand loyalty.\u201d<\/p>\r\n<p>Okay, but is brand loyalty everything? Honestly, kind of. When customers first approach a new brand, they\u2019re shopping with a more rational mentality\u2014looking for the best price, etc. But, as Deloitte mentions, rational reasoning can be the very reason that a customer no longer shops with your brand. If they\u2019re looking for a good price and your price goes up, they\u2019ll switch to the less expensive competitor brand. But, if you can use emotional marketing to establish brand loyalty, an increase in price isn\u2019t going to deter your customer. They love your brand, so they\u2019ll stick around.<\/p>\r\n<h3>Why Does Customer Retention Matter?<\/h3>\r\n<p>How do you ensure you\u2019ll keep customers around once they're brand-loyal? Why should you? This goes back to the age-old question of <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">acquisition versus retention<\/a>. More often than not, <a href=\"https:\/\/www.mparticle.com\/blog\/customer-acquisition-and-retention\" target=\"_blank\" rel=\"noopener\">it costs more to acquire new customers<\/a>. Not only that, but selling to existing customers is a lot easier than selling to new ones. In fact, the probability of an existing customer buying from your brand is up to <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2020\/01\/29\/the-value-of-investing-in-loyal-customers\/?sh=12c192ed21f6\" target=\"_blank\" rel=\"noopener\">14 times higher<\/a> than the probability of a new customer making a purchase.<\/p>\r\n<p>Plus, as we briefly touched upon earlier, customers that continue to purchase from your brand are more likely to become brand advocates. They\u2019ll tell their friends and family about the amazing product they just bought and convince them to do the same. Because <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a> is highly impactful, these friends and family will become new customers who eventually can become brand-loyal customers and eventual advocates for your brand.<\/p>\r\n<p>It\u2019s one thing to get a customer to become loyal, it\u2019s another to get them to stay loyal. Understanding each customers\u2019 needs and wants will retain your customers and, as a result, you\u2019ll expand your reach.<\/p>\r\n<h3>Brand Loyalty is a Relationship<\/h3>\r\n<p>Brand loyalty goes beyond the dollar amount a customer contributes to your bottom line\u2014brand loyalty is about the relationship your brand builds with each individual customer. Telling a story and eliciting relatable feelings in customers builds a bond stronger than a transactional message. While rational thought may get customers in the door, the story and personal connection is what will keep them coming back.<\/p>\r\n\r\n[caption id=\"attachment_97279\" align=\"alignnone\" width=\"1540\"]<img class=\"size-full wp-image-97279\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-19-at-11.28.51-AM.png\" alt=\"Deloitte Brand Loyalty Relationship\" width=\"1540\" height=\"894\" \/> <em>Emotional marketing establishes brand loyalty, trust maintains that loyalty. Source: <a href=\"https:\/\/www.deloittedigital.com\/content\/dam\/deloittedigital\/us\/documents\/offerings\/offerings-20190521-exploring-the-value-of-emotion-driven-engagement-2.pdf\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>Once the relationship is established and a customer is brand-loyal, the goal is to retain that relationship to turn customers into advocates. And, like in any other relationship, trust is vital. Once the trust is broken between the customer and your brand\u2014say, for example, an order wasn\u2019t delivered correctly\u2014it\u2019s hard to regain.<\/p>\r\n<p>But, by creating real, honest moments\u2014like having customer service answer the inquiry, own up to the mistake, apologize, and provide a discount\u2014the bond can be rebuilt and strengthened. Connecting with customers takes time and effort but, in the end, it\u2019s absolutely worth it.<\/p>\r\n<p><em>Now isn\u2019t the time to shy away from emotions and authenticity. To hear from industry leaders and expert marketers about developing personalized customer experiences, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">register for Activate<\/a>.<\/em><\/p>","post_title":"How to Win Customers' Hearts (and Brand Loyalty)","post_excerpt":"Pleasing your customers leads to brand loyalty, which leads to customer retention\u2014but so what? Why are loyalty and retention so important?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-win-customers-hearts-and-brand-loyalty","to_ping":"","pinged":"","post_modified":"2022-02-02 08:25:27","post_modified_gmt":"2022-02-02 16:25:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97277","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/02\/020122_Win-Customers-Hearts_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Win Brand Loyalty\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-win-customers-hearts-and-brand-loyalty\/"},{"ID":97360,"post_author":"35","post_date":"2022-01-31 12:00:38","post_date_gmt":"2022-01-31 20:00:38","post_content":"<p>If you work as an engineer at a fast-growing company like Iterable (<a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">we're hiring!<\/a>), you'll find yourself giving technical interviews\u2014<em>lots<\/em> of technical interviews. Interviewing is hard, but I believe that the process for finding great people doesn't need to be antagonistic. It's possible to both improve the quality of information you collect during an interview while also creating a positive experience for candidates.<\/p>\r\n<p>To this end, here are four practices I've adopted to make technical screens more fair, insightful, and collaborative.<\/p>\r\n<h3>Improving the Technical Interview<\/h3>\r\n<h4>1. Choose an appropriate challenge<\/h4>\r\n<p>Before choosing the question for a technical interview, consider how it relates to the role that you're trying to fill. For general hiring, a technical screen is rarely about finding the absolute limit of the candidate's technical ability. More often it's about evaluating their general competency\u2014 and understanding how well they collaborate, communicate, and approach novel problems.<\/p>\r\n<p>Some things to watch for in an interview:<\/p>\r\n<ol>\r\n\t<li>Does the candidate understand the question? Do they ask questions to find the boundaries and edge cases?<\/li>\r\n\t<li>Before writing any code, can a candidate communicate a strategy for solving the problem? How do they respond when they hit a dead end?<\/li>\r\n\t<li>Are they systematic in their approach to debugging? If blocked, how do they break apart code and hone in on the problem?<\/li>\r\n\t<li>How comfortable is the candidate with the languages and frameworks in question? Can they express their intentions through concise, idiomatic code? Do their naming conventions add clarity?<\/li>\r\n\t<li>How do they incorporate feedback? When given hints, can they quickly course correct? Can they refactor existing code to adapt to a new requirement?<\/li>\r\n<\/ol>\r\n<p>If the role in question requires a specific expertise, you'll probably want to vet the candidate's knowledge in that area. Often these kinds of positions are the exception, not the rule. And don't overdo it\u2014people can learn, and it's unlikely that you'll have them working on the exact problems they've solved in previous roles.<\/p>\r\n<h4>2. Break the ice<\/h4>\r\n<p>When an interview starts, be friendly and offer up a bit of personal information. For example, I often mention that I live in Hawaii, that I don't have a CS degree, and that I was never a programmer until I started playing around with HTML in my late 20s. These things humanize me, level the playing field, and build rapport. Five minutes of easy conversation can make an entire interview more comfortable for everyone.<\/p>\r\n<h4>3. Set clear expectations<\/h4>\r\n<p>Every engineer knows the anxiety of jumping into a technical screen without knowing what to expect. What type of question will be asked? How will my answer be evaluated? What happens if I can't complete it?<\/p>\r\n<p>As an interviewer, there's no benefit to being mysterious. After the introduction, I give a clear explanation of the interview format. This helps put candidates at ease, which helps make it easier to evaluate their true ability. I'll say things like:<\/p>\r\n<ul>\r\n\t<li>This is a collaborative exercise\u2014ask me questions!<\/li>\r\n\t<li>Looking something up is part of programming.<\/li>\r\n\t<li>This question doesn't have a \"secret trick\" that unlocks the answer.<\/li>\r\n\t<li>There are no trap doors that will automatically fail you. It's okay to make mistakes, backtrack, and think out loud.<\/li>\r\n\t<li>Even if you don't solve the problem, you might still pass the interview.<\/li>\r\n<\/ul>\r\n<h4>4. Interrupt the struggle<\/h4>\r\n<p>Even with a perfectly tailored question, a great intro, and a clear set of expectations, candidates still get stuck. When this happens, I'll only wait a few minutes before offering help. Depending on the problem I might give a hint, remind a candidate there's no penalty for looking something up, or even reveal part of the answer. I do this because:<\/p>\r\n<ul>\r\n\t<li><strong>Maybe they drew a blank:<\/strong> Interviews are stressful, and people freeze up. If you keep things moving, the candidate can shrug off their frustration, maintain their confidence, and move forward without feeling like they've bombed the interview.<\/li>\r\n\t<li><strong>Maybe they just don't know:<\/strong> It's critical to differentiate a candidate's fundamental knowledge gaps from their momentary blanks. If they get stuck, move the interview along\u2014 a true deficiency may arise more than once, giving you better data.<\/li>\r\n\t<li><strong>Real work involves collaboration:<\/strong> Everyone has the experience of being hopelessly stuck on a problem, only to have someone glance at the code and immediately point out the solution. It's part of being an engineer, and part of being a human. If a candidate takes your feedback and uses it to get unblocked, it can be a great indicator of the humility needed to be a great collaborator.<\/li>\r\n<\/ul>\r\n<p>At the end of the interview you'll know if you've solved the whole problem for the candidate, and the more ground you cover, the more information you'll have to make a fair evaluation. If a hint or two invalidates the entire interview, you probably need to reconsider your question.<\/p>\r\n<h4>Finding the Right Fit<\/h4>\r\n<p>A collaborative and kind technical screening process not only improves the quality of the information you collect, but in a hot job market it's also a competitive advantage. These interviews are a chance for your <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">company's culture<\/a> to shine, and that's a big opportunity\u2026 don't waste it! After all, finding the right people is only part of the problem\u2014a great candidate experience makes them more likely to sign those offer letters, too.<\/p>","post_title":"4 Tips to Improve the Technical Interview","post_excerpt":"To this end, here are four tips I've adopted to make technical interviews more fair, insightful, and collaborative.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-tips-to-improve-the-technical-interview","to_ping":"","pinged":"","post_modified":"2022-01-31 12:00:38","post_modified_gmt":"2022-01-31 20:00:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97360","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"January 31, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":12,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Technical Interview Tips\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-tips-to-improve-the-technical-interview\/"},{"ID":97180,"post_author":"79","post_date":"2022-01-25 09:42:27","post_date_gmt":"2022-01-25 17:42:27","post_content":"<p>The word game, <a href=\"https:\/\/www.powerlanguage.co.uk\/wordle\/\" target=\"_blank\" rel=\"noopener\">Wordle<\/a>, has become a global phenomenon. By now, we\u2019re all familiar with those 30 ominous squares, filled with gray, green, or yellow, that determine your mood for the rest of the day. The virality of this simple game has spanned across countries, generations, and platforms, gaining attention on social media and <a href=\"https:\/\/www.youtube.com\/watch?v=QcZWd75Ph4Q\" target=\"_blank\" rel=\"noopener\">late-night television<\/a>. And, unsurprisingly, because of its popularity, Wordle has also captured the attention of marketers.<\/p>\r\n<p>Marketers, from a variety of brands (yes, including Iterable\u2014hi), have noticed the traction Wordle has gained and decided to use it to their advantage. This is known as trendjacking. According to <a href=\"https:\/\/trendjackers.com\/trendjacking-redefining-marketing-buzzword\/\" target=\"_blank\" rel=\"noopener\">Trendjackers.com<\/a>, \u201c[Trendjacking is] a quick and relatively simple method of gaining free exposure by \u2018jacking\u2019 a trend or \u2018riding the wave\u2019 of a hashtag [that] became a commonplace tactic for social media marketers.\u201d Brands are using Wordle in their marketing techniques to relate and connect with audiences in a new way.<\/p>\r\n\r\n[caption id=\"attachment_97181\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-97181 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_Screenshots.png\" alt=\"Examples of Wordle trendjacking in marketing\" width=\"1000\" height=\"450\" \/> <em>From left to right: 1) <a href=\"https:\/\/www.papersource.com\/\" target=\"_blank\" rel=\"noopener\">Paper Source<\/a> sent this GIF via SMS marketing to quickly get customers\u2019 attention. 2) Lego turned Wordle squares into Lego bricks to tie their brand to the trend. Source: <a href=\"https:\/\/twitter.com\/LEGO_Group\/status\/1481234548738469891?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>. 3) Hilton cleverly turned one of their hotels into a giant Wordle game. Source: <a href=\"https:\/\/twitter.com\/Hilton\/status\/1481347782686429187?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>From these examples, we have proof that brands are into trendjacking but, as we saw all of these examples pop up, we started wondering if it really works. Are there benefits to trendjacking? How can brands effectively hop on trends? Well, let\u2019s get into it by starting at the beginning.<\/p>\r\n<h3>How Trendjacking Started<\/h3>\r\n<p>To think about how trendjacking started, we have to think about how trends started. Enter: the hashtag. In 2007 hashtags were originally introduced via Twitter as a way to categorize content. While hashtags were initially met with some resistance, \u201cIn 2009, <a href=\"https:\/\/socialmediaweek.org\/blog\/2018\/02\/history-hashtags-symbol-changed-way-search-share\/\" target=\"_blank\" rel=\"noopener\">Twitter finally embraced them<\/a> and introduced a search tool, so that users could see who else was using a particular hashtag. The following year Twitter introduced \u2018Trending Topics,\u2019 which displays the most popular hashtags at a given time.\u201d<\/p>\r\n<p>Trending topics got the ball rolling for trendjacking. Once brands could see what everyone was talking about, it became easy to get involved in the conversation. When there\u2019s a moment that enters the zeitgeist, brands aim to natively fit into the narrative. Remember the power outage during a certain sporting event? Remember the iconic tweet from <a href=\"https:\/\/www.oreo.com\/\" target=\"_blank\" rel=\"noopener\">Oreo<\/a>? Trendjacking at its finest.<\/p>\r\n\r\n[caption id=\"attachment_97187\" align=\"alignnone\" width=\"1004\"]<img class=\"wp-image-97187 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-24-at-12.15.51-PM.png\" alt=\"Oreo dunk in the dark\" width=\"1004\" height=\"1272\" \/> <em>Oreo saw the conversations that were happening on Twitter and wanted to be a part of them. Source: <a href=\"https:\/\/twitter.com\/oreo\/status\/298246571718483968?lang=en\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>While Oreo\u2019s tweet was a hit, this isn\u2019t always the case for trendjacking brands. Becoming involved in the conversation in the wrong way can bring attention to your brand for all the wrong reasons.<\/p>\r\n<h3>A Double-Edged Sword<\/h3>\r\n<p>Trendjacking can do as much harm as good in a short amount of time. Trendjacking is almost a guarantee that whatever content your brand throws into the mix will be seen by at least a handful of people. So, while the execution has to be quick\u2014to ensure the trend is still a trend when the content goes live\u2014 it also has to be well thought out. If all interpretations of your message are not considered, your content <a href=\"https:\/\/exclusive.multibriefs.com\/content\/trendjacking-the-good-the-bad-and-the-ugly\/marketing\" target=\"_blank\" rel=\"noopener\">could go viral for all the wrong reasons<\/a>.<\/p>\r\n<p>Today, customers are smarter than ever and can easily sniff out inauthentic marketing. If your brand is hopping on a trend, just for the sake of hopping on a trend, without any connection to your brand whatsoever, it\u2019s going to go over like a lead balloon.<\/p>\r\n<p>In 2018, <a href=\"https:\/\/www.iuiga.com\/\" target=\"_blank\" rel=\"noopener\">Iuiga<\/a>, a homegoods brand, tried to enter the conversation around the passing of Singapore\u2019s polar bear, Inuka.<\/p>\r\n\r\n[caption id=\"attachment_97193\" align=\"alignnone\" width=\"1316\"]<img class=\"size-full wp-image-97193\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-24-at-3.21.07-PM.png\" alt=\"When trendjacking goes wrong\" width=\"1316\" height=\"872\" \/> <em>Trying to capitalize on a tragedy is known as \u201cblack hat trendjacking\u201d and Iuiga\u2019s customers were not pleased. Source: <a href=\"https:\/\/www.equinetacademy.com\/trendjacking-in-content-marketing\/\" target=\"_blank\" rel=\"noopener\">Equinet Academy<\/a>.<\/em>[\/caption]\r\n\r\n<p>Trends are short-lived. They\u2019re gone as quickly as they appear and you never want your brand\u2019s poor attempt at trendjacking to last longer than the trend itself. Trendjacking ensures eyeballs on your brand, but jumping on a trend has to have a purpose\u2014especially today. There needs to be brand relevance and thought behind every message your brand puts out. But, when it works, it really works.<\/p>\r\n<h3>Is Trendjacking Worth it?<\/h3>\r\n<p>Based on what we\u2019ve discussed so far, trendjacking seems like a lot of work and kind of risky. Bringing attention to your brand is definitely playing with fire but the payoff, when done correctly, is worth it. Look at the Oreo tweet, for example. That tweet focused on a football game that happened nine years ago but is still used in marketing articles (~getting meta~) today.<\/p>\r\n<p>Now, you\u2019re probably thinking, \u201cit\u2019s great people are still talking about it, but what does that mean for the brand?\u201d Plain and simple: it\u2019s an awareness play. This is a way to get your brand name into the popular conversations that are happening at the moment.<\/p>\r\n<p>No one was thinking about Oreo when the lights went out but, according to Valens Research, \u201cJust a day after it was posted on Twitter, the tweet accumulated around 15,000 retweets, while the Facebook post recorded approximately 20,000 likes. The \u2018Dunk in The Dark\u2019 image also garnered USD 525 million earned media impressions.\u201d If people didn\u2019t know Oreo before, they know it now.<\/p>\r\n<h3>Do More Than Join a Conversation<\/h3>\r\n<p>Like we said before, your brand can\u2019t be part of a trend just to get attention. No one likes a try-hard. It has to make sense. And, in a way, putting the thought and wit behind trendjacking is what makes it work.<\/p>\r\n<p>Brands need to understand the trend fully and understand the combination of the audience of the trend and their own target audience. Who is talking about this subject? Do you, as a brand, want to connect with this group of people? Is this a trend your brand can relate to? Trendjacking is about more than just popping into a conversation and hoping your message becomes viral\u2014it\u2019s about being <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-brand-authenticity\/\" target=\"_blank\" rel=\"noopener\">authentic<\/a>, clever, and relevant.<\/p>\r\n<p><em>To learn more about how your brand can connect with your audience via multiple marketing channels, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"What in the Wordle? A Look at the Impact of Trendjacking","post_excerpt":"Are there benefits to trendjacking? How can brands effectively hop on trends? Well, let\u2019s get into it by starting at the beginning.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-in-the-wordle-a-look-at-the-impact-of-trendjacking","to_ping":"","pinged":"","post_modified":"2022-01-25 09:42:45","post_modified_gmt":"2022-01-25 17:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97180","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 25, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/01\/012522_Wordle-Trendjacking_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Trendjacking\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-in-the-wordle-a-look-at-the-impact-of-trendjacking\/"},{"ID":97157,"post_author":"35","post_date":"2022-01-20 13:03:26","post_date_gmt":"2022-01-20 21:03:26","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we spoke with <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">email sending and deliverability platform<\/a>, SparkPost, a MessageBird company, to get their expert opinion on all things email. From what has changed during the pandemic to what aspects of those changes will stick around, our chat covers everything you wanted to know about email but were too afraid to ask!\u00a0<\/p>\r\n<h3>Meet Elliot From SparkPost<\/h3>\r\n<p>In chatting with Elliot Ross, Technology Evangelist at SparkPost, we discovered the different areas of email sending and deliverability that marketers should focus on in the coming year. With <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15 and MPP<\/a> taking hold this year, Elliot brought up how marketers should approach the changes to open rate monitoring and some ways marketers should adjust their approach to email marketing and analytics.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Elliot right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/youtu.be\/JgxaZg8pbBg[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/embed\/JgxaZg8pbBg\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: SparkPost Talks About the Future of Email","post_excerpt":"For today's episode we spoke with email sending and deliverability platform, SparkPost, to get their expert opinion on all things email.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-and-listen-sparkpost-talks-the-future-of-email","to_ping":"","pinged":"","post_modified":"2022-01-20 13:13:13","post_modified_gmt":"2022-01-20 21:13:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97157","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"January 20, 2022","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM SparkPost\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-and-listen-sparkpost-talks-the-future-of-email\/"},{"ID":96891,"post_author":"79","post_date":"2022-01-19 05:32:08","post_date_gmt":"2022-01-19 13:32:08","post_content":"<p>For Iterable, 2021 was a year of progress, change, and celebration; progress in advancing the Iterable platform to meet the evolving needs of our customer, change in our way of work and collaboration, and celebration in the growth of our company and the successes of our customers.<\/p>\r\n<p>Platforms like Zoom, Slack, Miro, Workboard, and more have enabled our continued collaboration, keeping us close while remote. And for our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customers<\/a>\u2014the brands and businesses leading the charge on customer connection\u2014our platform made the transition from in-person to online not only feasible, but profitable.<\/p>\r\n<p>As we close the door on 2021, many are wondering what the new year will hold. While we don\u2019t know what apps or acronyms will dominate the industry this year, what we do know is that we\u2019re ready for whatever comes our way. Here to help the Iterable Community take advantage of the opportunities that 2022 presents is a new member of the Iterable team: Adriana Gil Miner, Chief Marketing Officer (CMO).<\/p>\r\n<p>A marketing executive with over 20+ years of industry leadership experience, Adriana (\u201cAdri\u201d) has made a career in communicating and connecting. There\u2019s no one better suited to tell us more about Adri\u2019s journey to Iterable, and her plans for our team and our Community, than the Chief Storyteller herself.<\/p>\r\n<p>Read on to learn more about Iterable\u2019s new CMO:<\/p>\r\n<h3>Tell us about yourself!<\/h3>\r\n<p>I am from Venezuela and came to the United States in \u201899 pursuing a dream to become a global citizen. New York was the perfect melting pot to meet the world in one place.<\/p>\r\n<p>I am the daughter of an Argentinian immigrant and grew up in an Argentinian culture bubble inside Venezuela so I always felt a little bit of an outsider, even in my own country. That feeling gave me the ability to be an observer of human culture and behavior and it attracted me to writing and storytelling from an early age.<\/p>\r\n<p>I also had the good fortune to grow up in a very \u2018techie\u2019 family\u2014both my parents were engineers. My mother was a CIO so I had exposure to a lot of advanced technology in my household. I remember when email was starting out and my parents had access to it because they had been university professors. The first time I saw the internet (text based then) I felt the world would completely change because of it and I wanted to be part of it.<\/p>\r\n<p>Little did I know that combining my love for technology and storytelling were going to be the defining skill of my professional career. I started out doing data analysis (aka copy and pasting numbers into a spreadsheet and creating reports) and I realized that data was a proxy for human behavior. There were stories hiding in that data that I could make shine and base strategies from them. That took me to working in one of the world\u2019s best brands, American Express, where I learned the power of a truly customer service oriented organization.<\/p>\r\n<p>Then, I jumped into PR at Weber Shandwick, one of the best firms in the world, where I got started with Tableau as a client. They were a tiny startup then but from the get-go, I knew Tableau would change the world so I joined them and experienced an amazing growth ride with them. So here I am, still doing the same thing I started out with: data and stories.<\/p>\r\n<h3>How has the marketing landscape evolved since you started your career?<\/h3>\r\n<p>Over the past few decades, community and storytelling have found their footing in marketing. Businesses that are successful in building connections yield higher LTV and higher revenue than their peers and competitors. The value of community and connection has been especially explicit during the COVID-19 pandemic, as digital communities and online conversations were, for some, the only form of human interaction.<\/p>\r\n<p>At the same time, consumer values evolved, and their expectations shifted; consumers prefer to shop with brands they feel <a href=\"https:\/\/iterable.com\/blog\/consumer-psychology-takeaways-to-improve-your-cx\/\" target=\"_blank\" rel=\"noopener\">emotionally connected<\/a> with, bringing the power of storytelling to the forefront of brand marketing mantras. What draws people (or brands and consumers) together better than a shared experience and a great story?<\/p>\r\n<p>Suffice it to say, marketplace power dynamics have completely shifted, technology is an equalizer among brands. With technology, the entire supply chain has been disrupted and you have thousands of direct-to-consumer brands that are able to build deep connections with their customers and rival the big established brands. A string of factors\u2014like consumers\u2019 growing willingness to try new products and services, <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, and fresh consumer demands on experience and privacy\u2014have prompted the shift in scales. Control traditionally held by companies and corporations has started to transition to the hands of the very people those organizations serve. This is the age of the customer.<\/p>\r\n<p>And I\u2019m loving it. It\u2019s what led me to Iterable.<\/p>\r\n<h3>Why Iterable?<\/h3>\r\n<p>Iterable was founded on a single vision: to help brands\u2014no matter their size, or the circumstance\u2014connect customers with experiences that bring them joy. They deliver on this vision every day by equipping some of the most innovative companies around the globe with the tools they need to establish deep, meaningful, and profitable connections. Iterable levels the playing field for brands and marketers by empowering teams and companies of all sizes with the tools they need to power conversations and connections.<\/p>\r\n<p>When I was first introduced to Iterable, I reached out initially to its customers. Why? Because I, like our friends at <a href=\"https:\/\/www.forrester.com\/blogs\/how-and-why-to-bother-with-customer-obsession\/\" target=\"_blank\" rel=\"noopener\">Forrester<\/a>, believe that companies should serve customers at a level that borders on obsession. This obsession isn't an option. It\u2019s a non-negotiable. I learned this reality quickly in the B2B space, where customer satisfaction underpins survival. As a marketer, I wanted to see how Iterable partners for growth\u2014how they tangibly help their customer community.<\/p>\r\n<p>My first Iterable customer conversation was with the marketing lead at <a href=\"https:\/\/www.pacaso.com\/\" target=\"_blank\" rel=\"noopener\">Pacaso<\/a>, a platform that makes it easier to buy, own and sell a shared second home in high-end vacation markets. Pacaso (launched in 2020) was looking for a partner that would help their company scale with speed and efficacy. Enter, Iterable, which helped support Pacaso\u2019s incredible growth across more than 30 top second-home destinations around the world.<\/p>\r\n<p>Another impactful discussion was with one of Iterable\u2019s sustainable retail customers. The brand, interested in ramping up their cross-selling strategy, was initially searching for a platform that would provide access to critical customer insights. With Iterable, they gained access to so much more: access to customer intelligence as well as insights, the ability to intelligently segment and target key audiences, and, importantly, a partner to guide their strategic growth.<\/p>\r\n<p>It became clear through these discussions that Iterable is not just enabling growth with its technology. We are partners in growth. We are in the trenches with our customers\u2014sleeves rolled up and ready to help our community connect with their customers: consumers. Customer-obsession is a shared trait with this company.<\/p>\r\n<p>That\u2019s what makes Iterable unique. That\u2019s what makes Iterable extraordinary.<\/p>\r\n<h3>What\u2019s your vision for Iterable?<\/h3>\r\n<p>Having recently announced our surpassing the <a href=\"https:\/\/iterable.com\/blog\/a-memorable-milestone-celebrating-100m-arr\/\" target=\"_blank\" rel=\"noopener\">$100M Annual Recurring Revenue Milestone<\/a>, and on the heels of a <a href=\"https:\/\/iterable.com\/blog\/our-next-chapter-series-e-funding-announcement\/\" target=\"_blank\" rel=\"noopener\">Series E funding<\/a> celebration, our success is a proof-point of our continued disruption of the marketing technology industry. But what\u2019s behind the revenue milestones is what matters most.<\/p>\r\n<p>In the last six months alone, Iterable has been recognized as the <a href=\"https:\/\/iterable.com\/blog\/iterable-named-best-saas-company-to-work-for\/\" target=\"_blank\" rel=\"noopener\">Best SaaS Company to Work<\/a> For and <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> was named <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-product-of-the-year-sales-and-marketing-technology-awards\/\" target=\"_blank\" rel=\"noopener\">Product of the Year<\/a> by the Sammys. We\u2019ve been ranked as a <a href=\"https:\/\/wearegirlsclub.com\/top-25-companies-where-women-want-to-work\/\" target=\"_blank\" rel=\"noopener\">Top Company Where Women Want to Work<\/a>, and recognized as the <a href=\"https:\/\/iterable.com\/blog\/iterable-wins-app-engagement-platform-award-from-app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">Best App Engagement Platform<\/a>. Why bring up these awards and accolades? Because Iterable isn\u2019t just leading the marketing technology industry, we\u2019re leading the marketing industry and dominating the tech industry.<\/p>\r\n<p>Our product and performance is excelling because we build an unparalleled culture of work\u2014one that invests in inclusivity, celebrates diversity, and champions our workforce. Iterable is successful because our people are our priority. Profit and innovation? Byproducts of a thriving workforce.<\/p>\r\n<p>Iterable wins in our space because we are innovative. We try new things. We fail fast. And, more than anything, we help our customers grow. As CMO, I have a chance to lead a team that is dedicated to creative problem-solving and customer success. I have the opportunity to serve and work with marketers, to help them navigate this new era of customer engagement catalyzed by the pandemic. We\u2019ll work together to build deep customer connections that will sustain growth for their organizations in the short and long term.<\/p>\r\n<h3>How will you help Iterable get there?<\/h3>\r\n<p>When done correctly, marketing can be an accelerator for business growth, fueling holistic collaboration, creativity, and connection between teams, partners, customers, and competitors. My job\u2014Chief Marketing Officer\u2014is to fuel this acceleration by guiding our growth.<\/p>\r\n<p>My first task? To break down all silos. They can\u2019t exist. Not in your data. Not in your thinking. Not in your business knowledge. Not in your organization. Not in your marketing.<\/p>\r\n<p>One of the most important skills to develop as a marketer is your ability to provide connected experiences. With COVID complicating things, it\u2019s more crucial now than ever before. A connected experience for customers is a seamless experience. A great experience. And great experiences drive loyalty, retention, and revenue.<\/p>\r\n<p>Much like the marketing channels need to be connected, so does your organization. You should actively be building relationships and rapport with actors in different departments\u2014Operations, Strategic Services, Sales, and Finance. Understand what they do, and how it relates to your role. You can leverage this knowledge and familiarity to create connected experiences for all types of consumers, and more clearly define how your role contributes to the business as a whole.<\/p>\r\n<p>Brand perception is everything in this economy. And it's the CMO\u2019s job\u2014my job\u2014to ensure that the perception is positive and unwavering.<\/p>\r\n<h3>New Year, New CMO<\/h3>\r\n<p>From customer expectations and brand-customer interactions, to the way we work and employee priorities\u2014a lot has changed in the last year. Some of these changes will accelerate in 2022, presenting a challenge for brands and businesses to ramp up their investments to meet growing consumer expectations.The brands that succeed in this environment will be the ones that invest in the intangible\u2014partnership.<\/p>\r\n<p>We\u2019re excited to add a CMO like Adri to our growing team. Adri will play a pivotal role in establishing a sense of unity and collaboration for the entire Iterable ecosystem. Her partnership will help power the growth of our customers, ensuring a successful new year and beyond.<\/p>\r\n<p><em>Join Adri at <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a> on Wednesday, April 6, where you\u2019ll hear from industry leaders and expert marketers to see how your marketing moments can build a lasting impact!<\/em><\/p>","post_title":"Introducing Adri Gil Miner, Iterable's Chief Marketing Officer","post_excerpt":"Introducing a new member of the Iterable team: Adriana Gil Miner, Chief Marketing Officer (CMO). Read on to learn more.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-adri-gil-miner-iterables-chief-marketing-officer","to_ping":"","pinged":"","post_modified":"2022-01-19 05:37:50","post_modified_gmt":"2022-01-19 13:37:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96891","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable CMO\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-adri-gil-miner-iterables-chief-marketing-officer\/"},{"ID":97078,"post_author":"79","post_date":"2022-01-18 14:12:12","post_date_gmt":"2022-01-18 22:12:12","post_content":"<p>You know <a href=\"https:\/\/www.mentalfloss.com\/article\/71855\/why-does-word-sometimes-lose-all-meaning\">semantic satiation<\/a>\u2014the phenomenon that occurs when you say a word too much and it starts to sound weird and loses all meaning? That\u2019s where we\u2019re at with the term \u201cKPIs.\u201d KPIs\u2014short for key performance indicators\u2014has become an umbrella term that can overshadow its individual pieces. When really, the sum is only as great as its parts.<\/p>\r\n<p>When dissected, KPIs are a collection of metrics that help determine what success looks like for your business segment\u2014they indicate how your team is performing. As new technologies, trends, and business goals take shape, KPIs will evolve. As a result of <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">Apple\u2019s iOS 15 updates<\/a> and Mail Privacy Protection (MPP), for example, email <a href=\"https:\/\/iterable.com\/blog\/rethinking-email-open-rates-and-clickthrough-rates\/\" target=\"_blank\" rel=\"noopener\">clickthrough rates are starting to outweigh open rates<\/a>\u2014a once-revered KPI.<\/p>\r\n<p>To help clarify and solidify the definition of key performance indicators, this article will explore which marketing KPIs to focus on 2022. But first, let\u2019s make sure we know the difference between overall and channel-specific KPIs.<\/p>\r\n<h3>Overall vs. Channel-Specific KPIs<\/h3>\r\n<p>Measuring performance can mean something different when looking at the overall performance of your marketing initiatives versus how well an individual channel is performing. Total number of sales, for example, is an overall KPI. But, how you improved the total number of sales can be attributed to channel performance. Channel KPIs, for example, could be the total number of social media followers or app downloads.<\/p>\r\n<p>Both types of marketing KPIs are important to keep track of\u2014they complement each other. Now that we know the difference, let\u2019s look at some examples of each.<\/p>\r\n<h3>Overall Marketing KPIs<\/h3>\r\n<h4>1. Customer Acquisition Cost (CAC)<\/h4>\r\n<p>Customer Acquisition Cost, also known as CAC, is the amount of money it costs to acquire a new customer by converting leads. The key to calculating your CAC is to select a timeframe. Then, take <a href=\"https:\/\/compose.ly\/strategy\/marketing-kpis\/\" target=\"_blank\" rel=\"noopener\">the sum of your marketing and sales costs<\/a>, and divide that sum by how many customers were acquired in the determined timeframe. So, if your timeframe is six months, and you spent $10,000 on marketing and sales and acquired 1,000 customers within those six months, your CAC is $10\/customer.<\/p>\r\n<p>Why is CAC important? It tells your marketing team if they\u2019ve been efficiently spending their time. If your CAC is well above your <a href=\"https:\/\/www.demandjump.com\/blog\/customer-acquisition-cost-by-industry\" target=\"_blank\" rel=\"noopener\">industry average<\/a>, for example, your team may want to examine where the dollars are being spent and if there\u2019s a way to reduce the cost or shift where the money is spent to lower the CAC.<\/p>\r\n<h4>2. Customer Lifetime Value (LTV)<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">Customer Lifetime Value (LTV)<\/a> is the total amount of money a single customer is expected to spend during their entire relationship with your brand. If you look at the average amount a customer spends per purchase, multiply that by an assumed number of visits in a set time frame, you can <a href=\"https:\/\/compose.ly\/strategy\/marketing-kpis\/\" target=\"_blank\" rel=\"noopener\">establish an estimated LTV<\/a>. Say your customer usually spends an average of $65 per purchase. Based on historical data, it looks like they make a purchase three times a year. So, they spend $195 per year. You predict they\u2019ll continue to purchase for another five years. Therefore, this customer\u2019s LTV is $975.<\/p>\r\n<p>Going hand-in-hand with CAC, this marketing KPI is important for understanding 1) how long it takes to recover any initial acquisition costs for this customer and 2) the value of retaining this customer. Say it cost $1000 to acquire the customer in the above example\u2014that\u2019s $25 more than their LTV. In this case, you may try to find ways to increase their average order value to ensure their LTV is higher than their CAC.<\/p>\r\n<h3>Channel-Specific Marketing KPIs<\/h3>\r\n<h4>1. Email Deliverability<\/h4>\r\n<p>Email deliverability is everything. Email marketing has an impressively high ROI\u2014<a href=\"https:\/\/blogs.constantcontact.com\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">$36 for every $1 spent<\/a>\u2014but if your emails aren\u2019t getting delivered, you\u2019re not going to see that return. When developing an email marketing strategy, you\u2019re relying on an <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-an-email-service-provider-esp\/\" target=\"_blank\" rel=\"noopener\">email service provider (ESP)<\/a> to send your marketing emails to a specific list of leads or customers.<\/p>\r\n<p>Deliverability is measured by the percentage of emails that successfully land in a customer\u2019s inbox versus landing in spam or bouncing altogether. There are various <a href=\"https:\/\/folderly.com\/blog\/spam-fix\/spam-tester-monitoring-and-tracking-how-to-measure-your-email-deliverability\" target=\"_blank\" rel=\"noopener\">factors<\/a> that can keep these emails from reaching their intended audiences. <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-ip-warming\/\" target=\"_blank\" rel=\"noopener\">IP warming<\/a>, for example, can highly impact email deliverability. Immediately sending a large amount of emails from a new account may stand out as a red flag for Internet Service Providers (ISPs). As a result, they may label your emails as spam and block your account from sending more marketing messages.<\/p>\r\n<h4>2. App User Growth<\/h4>\r\n<p>Mobile channels, apps specifically, are rapidly gaining traction. As of 2021 there were <a href=\"https:\/\/www.statista.com\/statistics\/268251\/number-of-apps-in-the-itunes-app-store-since-2008\/\" target=\"_blank\" rel=\"noopener\">more than 4 million apps<\/a> available in the Apple App Store. For brands, app user growth is important for understanding if your app is fulfilling customers\u2019 needs. App downloads are a foundation for mobile app success, but app usage\u2014a.k.a. longevity\u2014is key.<\/p>\r\n<p>To <a href=\"https:\/\/uxcam.com\/blog\/top-50-mobile-app-kpis\/\" target=\"_blank\" rel=\"noopener\">measure app user growth<\/a>, first decide on a timeframe. For this example, let\u2019s say 2021 versus 2020. Look at the current number of users at the end of 2021 and subtract the number of users at the end of 2020. Then divide this number by the users at the end of 2020 and multiply by 100 to get the percentage of growth year-over-year. Apps can be downloaded and deleted, but understanding who downloads, keeps, and uses your app will help <a href=\"https:\/\/www.youtube.com\/watch?v=P9dw1xAtVW4\" target=\"_blank\" rel=\"noopener\">determine what works and what doesn\u2019t<\/a>.<\/p>\r\n<h3>Marketing KPIs Measure <em>Your<\/em> Success<\/h3>\r\n<p>Marketing KPIs are not a one-size-fits-all solution. If you\u2019re a mobile-only brand, maybe you only focus on mobile KPIs. If you\u2019re a non-profit, maybe CAC and LTV don\u2019t necessarily work for measuring your marketing success, but instead, you focus on channel-specific KPIs.<\/p>\r\n<p>These KPIs are suggestions. It\u2019s always important to reflect on what success looks like specifically for your brand. These performance indicators may not be applicable for your marketing team or business as a whole, so feel free to mix and match until you reach the right definition of success for your brand.<\/p>\r\n<p><em>To learn how Iterable can help you achieve your marketing goals in 2022, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Marketing KPIs to Focus on in 2022","post_excerpt":"To help clarify and solidify the definition of key performance indicators, this article will explore which marketing KPIs to focus on 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-kpis-to-focus-on-in-2022","to_ping":"","pinged":"","post_modified":"2022-01-18 14:12:12","post_modified_gmt":"2022-01-18 22:12:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97078","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/01\/011822_Marketing-KPIs_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2022 Marketing KPIs\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-kpis-to-focus-on-in-2022\/"},{"ID":96988,"post_author":"79","post_date":"2022-01-12 11:48:24","post_date_gmt":"2022-01-12 19:48:24","post_content":"<p>Thank you for choosing the Iterable blog. Please scroll to receive the requested information.<\/p>\r\n<p>K, that\u2019s super boring, right? Unfortunately, language like that is common in transactional messaging.<\/p>\r\n<p>Transactional messaging refers to the triggered communication a brand sends after the customer has made a transaction. This transaction could be a purchase, a newsletter signup, a product return, etc. Any transaction between a customer and your brand is likely followed by some form of transactional messaging.<\/p>\r\n<p>Because transactional messages usually deal with sensitive information (think: order number, tracking number, shipping address, etc.), they tend to take on a more serious tone, especially when compared to promotional messages.<\/p>\r\n<p>A more serious tone isn\u2019t always a bad approach when it comes to transactional messages because of the sensitive information but it\u2019s not a requirement. So, unless your brand tone is more formal, why stray from your brand identity? There are other ways to implement transactional messaging without sacrificing the brand tone and voice you\u2019ve worked so hard to establish.<\/p>\r\n<p>Below are some ways to implement a fun tone without detracting from the customer experience.<\/p>\r\n<h3>1. But First, The Important Stuff<\/h3>\r\n<p>A must-have in transactional messages is putting the important information front and center. But, when delivering what the customer is looking for in a very direct way, you create space to play around with the tone more. In an order update, customers don\u2019t want to dig for the important information. But, pair the need to comb through an email with a playful tone and it\u2019s going to come off as if your brand doesn\u2019t value the customers\u2019 time.<\/p>\r\n\r\n[caption id=\"attachment_97004\" align=\"alignnone\" width=\"1126\"]<img class=\"size-full wp-image-97004\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Ritual-Transactional.png\" alt=\"Ritual Transactional Message\" width=\"1126\" height=\"2001\" \/> <em>The process date and delivery date are above the fold, immediately giving the customer the info they\u2019re looking for. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/youve-successfully-changed-your-delivery-date\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/ritual.com\/\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, an online vitamin and supplement brand, sent this order update showing an expected delivery date. There\u2019s a quick header that uses the brand's direct, but fun tone, and then, very clearly, shows the date the order was processed and the date the order will be delivered. The email also features a CTA that allows the customer to change the delivery date. Something they may not have seen had this info been hidden at the bottom.<\/p>\r\n<h3>2. Customize Dynamic Content Fields<\/h3>\r\n<p>Plain text HTML emails should not be prioritized over stylized emails. End of story. Transactional emails tend to be the ones that are stripped of their CSS and design in exchange for a look that aligns with a somber tone.<\/p>\r\n<p>Transactional emails often have <a href=\"https:\/\/iterable.com\/blog\/using-dynamic-content-to-personalize-promotional-emails\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a> fields that pull info from a recent customer action\u2014say, for example, a purchase. With the customer\u2019s information, the transactional message could also include data on the item itself and the dynamic content field can pull in the purchased product image and recommended products that complement that product.<\/p>\r\n\r\n[caption id=\"attachment_97010\" align=\"alignnone\" width=\"1278\"]<img class=\"size-full wp-image-97010\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Postmates-Transactional.png\" alt=\"Postmates Dynamic Content\" width=\"1278\" height=\"2274\" \/> <em>When stylizing dynamic content fields, the email feels cohesive, so it\u2019s hard to pinpoint which sections are dynamic. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/thank-you-for-ordering-from-cream-june-15-2018\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmail<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a>, a food delivery app, included stylized dynamic content in this order confirmation email. First, the image at the top is specific to the restaurant from which the customer ordered. Then, the customer\u2019s name, total price, credit card number, and addresses are all stylized using Postmates\u2019 brand guidelines. It\u2019s not obvious the fields are dynamic and the email isn\u2019t stripped of any branding to compensate for including the customer\u2019s information.<\/p>\r\n<h3>3. Use All of Your Marketing Channels<\/h3>\r\n<p>No one said transactional messages have to be delivered via email. With <a href=\"https:\/\/iterable.com\/solutions\/multi-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing<\/a> becoming a staple for a modern customer experience, brands should think about which channels make the most sense for their transactional messages.<\/p>\r\n<p>Cross-channel marketing is about meeting the customer where they are. So, if a customer purchases something through your app, a <a href=\"https:\/\/iterable.com\/form\/demo\/transactional-push-notifications\/\" target=\"_blank\" rel=\"noopener\">transactional push notification<\/a> may make the most sense. You know they\u2019re on their phone already, so, if they have notifications enabled, they\u2019ll get an immediate order confirmation. A good alternative to push notifications while still staying on the phone is using the <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile inbox<\/a>, which keeps an evergreen message accessible in your app itself.<\/p>\r\n<p>We\u2019re not saying you can\u2019t also send a transactional email (in fact, you should, since push notifications can be removed permanently), but the push notification meets the customer where they already are.<\/p>\r\n\r\n[caption id=\"attachment_96998\" align=\"alignnone\" width=\"1124\"]<img class=\"size-full wp-image-96998\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Image-from-iOS-2.jpg\" alt=\"Transactional Push Notification\" width=\"1124\" height=\"308\" \/> <em>SHEIN uses transactional push notifications for orders completed within their mobile app.<\/em>[\/caption]\r\n\r\n<p>Online clothing retailer, <a href=\"https:\/\/us.shein.com\/\" target=\"_blank\" rel=\"noopener\">SHEIN<\/a>, sent the above transactional push notification after a purchase was made within their app. Once clicked, the notification opens a deep link to the most recent order details\u2014including order number, estimated delivery date, total cost, shipping address, and a list of the ordered products. The instantaneous notification provides an extra layer of reassurance and builds trust with the customer.<\/p>\r\n<h3>4. Create an Open Line of Communication<\/h3>\r\n<p>The sensitive nature of transactional messages goes hand-in-hand with customer service. As soon as a transactional message is received, you should suspect the customer to have some questions. Think about it, maybe a customer orders something with an expected delivery date in mind. After receiving the order confirmation with the expected delivery date, which is past the date they need the item by, they will want to reach out to customer service.<\/p>\r\n\r\n[caption id=\"attachment_97016\" align=\"alignnone\" width=\"1264\"]<img class=\"size-full wp-image-97016\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Peak-Design-Transactional.png\" alt=\"Peak Design Customer Support\" width=\"1264\" height=\"1992\" \/> <em>Allowing customers to reply to transactional messages reassures users that there is a person on the other end reading their inquiries. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/peak-design-return-confirmation\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.peakdesign.com\/\" target=\"_blank\" rel=\"noopener\">Peak Design<\/a>, a camera accessory brand, made reaching out to support intuitive and easy. At the bottom of their return confirmation email, they included a line reading \u201cIf you have any questions, reply to this email or contact us at info@peakdesign.com.\u201d Instead of a dead-end, \u201cdo not reply to this email\u201d transactional message, Peak Design realized this customer may have some questions and, since this is a transactional email they should be able to just click \u201creply\u201d to reach out. Simple.<\/p>\r\n<h3>Go Beyond Just a Transactional Message<\/h3>\r\n<p>Today\u2019s customer experience is about more than just an amorphous, one-way message from a brand to a customer\u2014it\u2019s about building a relationship. Transactional messages shouldn\u2019t be swept under the rug and ignored, they should be part of a cohesive, cross-channel marketing strategy. In fact, transactional messages are crucial for <a href=\"https:\/\/www.nngroup.com\/articles\/transactional-and-confirmation-email\/\" target=\"_blank\" rel=\"noopener\">establishing trust<\/a> with your audience.<\/p>\r\n<p>So, to earn and maintain customer trust, the next time you\u2019re developing your triggered transactional messages, be sure they put the important information upfront, follow your brand guidelines, span other marketing channels, and open a line of communication.<\/p>\r\n<p><em>To see how Iterable can help you build eye catching, automated transactional messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"4 Ways to Make Transactional Messaging Less Boring","post_excerpt":"Transactional messaging refers to the triggered communication a brand sends after the customer has made a transaction.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-to-make-transactional-messaging-less-boring","to_ping":"","pinged":"","post_modified":"2022-01-12 11:48:24","post_modified_gmt":"2022-01-12 19:48:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96988","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":282,"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\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Transactional Messaging\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-to-make-transactional-messaging-less-boring\/"},{"ID":96928,"post_author":"79","post_date":"2022-01-11 13:47:03","post_date_gmt":"2022-01-11 21:47:03","post_content":"<p>Think back to web pages from the \u201890s and even early 2000s\u2014woof. From flashing gifs to thick outlines and color combinations that gave you a headache, graphic design of yesteryear is best left in the past. Graphic design and email design trends, however, continue to evolve. One of the most notable transformations, w