[{"ID":84514,"post_author":"74","post_date":"2021-06-10 08:18:36","post_date_gmt":"2021-06-10 15:18:36","post_content":"<p>2020 brought a lot of change and accelerated digital transformation initiatives for Ecommerce businesses across Europe, especially in Germany. You may be wondering how to adapt your marketing in Germany today. If that\u2019s the case read the \u201cGermany 2021 Ecommerce Region Report\u201d by RetailX and Iterable. It deep dives into the latest Ecommerce trends and uncovers key consumer insights you need to know to be successful in the region.<\/p>\r\n<p>If you market to customers in Germany or you are looking to expand into this region, explore our research to learn how to leverage these insights in your marketing strategy for 2021 and beyond.<\/p>\r\n<p><strong>Download this free report and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>German Ecommerce Trends for 2021 and beyond<\/li>\r\n\t<li>The impact the Pandemic has had on the German market<\/li>\r\n\t<li>The importance of investing in digital channels<\/li>\r\n<\/ul>","post_title":"RetailX Germany 2021 Ecommerce Region Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"retailx-germany-2021-ecommerce-region-report","to_ping":"","pinged":"","post_modified":"2021-06-10 08:18:36","post_modified_gmt":"2021-06-10 15:18:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=84514","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"June 10, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/retailx-germany-2021-ecommerce-region-report\/"},{"ID":84396,"post_author":"35","post_date":"2021-06-09 11:30:58","post_date_gmt":"2021-06-09 18:30:58","post_content":"<p><em>If you've been around our content recently, you might have noticed a theme of <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.\u00a0<\/em><\/p>\r\n<p><em>The customer experience goes beyond the moment of purchase, and the guests I chat with show how granular and personalized you can truly get when focusing on the right things. We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>In our latest installment, hear from Loren Elia, Director of Product Marketing, and Meli Musson, Lifecycle Marketing Manager, at HoneyBook, a <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">client management software for small businesses<\/a>, about how they pivoted during the pandemic to help a host of new entrepreneurs achieve their business dreams.<\/p>\r\n<h3>Meet Loren and Meli From HoneyBook<\/h3>\r\n<p>In the first few months of the pandemic\u2014and <a href=\"https:\/\/time.com\/5895669\/pandemic-layoffs\/\" target=\"_blank\" rel=\"noopener\">even into October 2020<\/a>\u2014layoffs were rampant across the U.S. With these layoffs, thousands of people were left wondering what to do next. For many, the combination of more time and lockdown restrictions limiting movement meant an opportunity to dive into their passions. Enter: thousands of small businesses and \"<a href=\"https:\/\/www.entrepreneur.com\/article\/245766\" target=\"_blank\" rel=\"noopener\">solopreneurs<\/a>.\"\u00a0<\/p>\r\n<p>HoneyBook, which helps small businesses and solopreneurs manage their businesses, took quick action, pivoting their strategies and overall mindset to adapt and reach a whole new audience. In our chat, Loren and Meli walked me through exactly what it meant for HoneyBook to change course at breakneck speed, how they maintained close relationships with these new customers and\u2014perhaps most importantly\u2014how they kept those relationships amidst <a href=\"https:\/\/techcrunch.com\/2021\/05\/04\/honeybook-raises-155m-at-1b-valuation-to-help-smbs-freelancers-manage-their-businesses\/?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAFBfga9P5A-Zmxul9UjYmGK83SgvONZjHXbCsl9FVTqjD7bMhbRZemjWXE-yMfqvQ9HK9fqqsLvTf8wTp87uF00jZDo5xf3ANUJ6w0LDgSMcn5lfIyWI1x-xX8IltmiqcXHR-VsZaMbyRYrUcSUKky_gSdNqyEDEU9WatwLn0KoV\" target=\"_blank\" rel=\"noopener\">massive growth<\/a>.<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/youtu.be\/1RpwCM5-1iQ[\/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 <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How HoneyBook Empowers Solopreneurs for Sustained Growth","post_excerpt":"Loren Elia and Meli Musson from HoneyBook chat about how they pivoted during the pandemic to help an influx of customers succeed and grow.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"honeybook-solopreneurs-sustained-growth-dream-it-build-it-make-it","to_ping":"","pinged":"","post_modified":"2021-06-09 11:37:43","post_modified_gmt":"2021-06-09 18:37:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84396","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"June 09, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":13,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM HoneyBook\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/honeybook-solopreneurs-sustained-growth-dream-it-build-it-make-it\/"},{"ID":84372,"post_author":"79","post_date":"2021-06-09 09:26:03","post_date_gmt":"2021-06-09 16:26:03","post_content":"<p><em>Inkit is a Reach Enablement Platform (REP) built for teams that recognize the value and importance of reaching and engaging with customers.\u00a0We provide teams with technology and tooling that can be quickly embedded into existing infrastructure to autocomplete and verify customer addresses, deliver automated and personalized campaigns, and render paperless documents at scale. Our mission is to help the world's best businesses reach their customers.<\/em><\/p>\r\n<p><em>Read on for the CEO and Co-Founder of Inkit, Michael McCarthy\u2019s, guest contribution to the Iterable blog, and to learn his perspectives on the digital transformation from paper to paperless.<\/em><\/p>\r\n<p>Going from paper to paperless has a substantial impact on businesses. Companies that abandon paper documents and file cabinets in favor of digital documents optimize their internal processes and cut expenses.<\/p>\r\n<p>Little do they know that apart from business optimization, digital transformation revolutionizes customer communications as well. As companies go online and the competition for customers becomes more severe, customer engagement gets more and more demanding. Only those that offer smooth customer experiences and customer journeys through multiple marketing channels win.<\/p>\r\n<p>To become one of them, you need to find the balance between offline and online customer experience in the age of digital transformation. Here are the best tips to balance paper and paperless with the Inkit and Iterable integration.<\/p>\r\n<h3>What Is Digital Transformation?<\/h3>\r\n<p><strong>Digital transformation<\/strong> is the adoption of digital technologies intended for transforming approaches to services and business. Outdated methods are left behind and substituted with more agile, efficient and software-based processes.\u00a0<\/p>\r\n<p>Digital transformation is a complex process consisting of many aspects and the <a href=\"https:\/\/www.inkit.com\/blog\/reasons-to-go-paperless-office?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">transition from paper to paperless<\/a> is only one of them. In addition to document digitization, digital transformation is also about digital filing, document management systems, artificial intelligence, marketing automation and other aspects of your business that impact the bottom line.<\/p>\r\n<h3>The Impact of Digital Transformation and Paperless Trends on Customer Experience<\/h3>\r\n<p>Not so long ago, the customer experience was mainly shaped by offline interactions. Today, some of the best customer journeys happen entirely online. Although such a transition from offline and paper to online and paperless simplifies marketing, companies are also missing out on effective offline channels, like <a href=\"https:\/\/iterable.com\/blog\/direct-mail-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">direct mail<\/a> and word-of-mouth.<\/p>\r\n<p>With fewer channels and fewer resources to attract customers, it becomes a challenge to compete in an oversaturated digital marketing field. Since all companies focus on the same marketing channels, it\u2019s hard to provide a unique customer experience. Because of online marketing abundance, consumers can afford to be picky. They develop banner blindness, become prone to ignore advertising emails, and get tired of similar online promotions.<\/p>\r\n<p>It\u2019s actually better to combine offline and online customer experiences in cross-channel campaigns to get the most of the new-age marketing. You don\u2019t need to switch from paper to paperless entirely, but you should run personalized cross-channel campaigns that develop a great customer experience, competitive advantage and customer loyalty.<\/p>\r\n<h3>Tips on How to Balance Paper and Paperless Customer Experiences<\/h3>\r\n<p>There is no universal recipe for combining paper and paperless customer experiences. Each company needs to find a good customer experience that fits its target audience. Still, some proven methods work for everyone and can regularly pay off.<\/p>\r\n<h4>#1. Research and segment your target audience for personalized content<\/h4>\r\n<p>People respond differently to varying communication channels. That\u2019s why you should remember customer experience preferences in the course of digital transformation and regularly check if they\u2019ve changed.<\/p>\r\n<p>For example, <a href=\"https:\/\/dma.org.uk\/article\/correlation-between-age-and-direct-mail-interaction\" target=\"_blank\" rel=\"noopener\">64% of the 55+ generation perceives<\/a> the information delivered by mail as easy to process. Among the 18-34 group, only 52% think so. At the same time, the direct mail response rates are equal among all age groups. This means that you don\u2019t necessarily need to focus on online channels to reach younger generations. It\u2019s enough to target direct mail better and make it customer-centric.<\/p>\r\n<p>Similar research should help you understand the expectation of your target audience and balance paper to paperless transition.<\/p>\r\n<h4>#2. Implement marketing automation software for a cross-channel CX strategy<\/h4>\r\n<p>You won\u2019t be able to build a decent customer experience strategy without digital tools. Pick the software that covers multiple channels of communication and personalizes customer interactions based on triggers. In particular, <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a> allows you to align email, SMS, mobile push, in-app, web push, social and other customer experiences. When connected with <a href=\"https:\/\/www.inkit.com?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">Inkit<\/a>, you can also power the experience with customized direct mail to combine online and offline channels.<\/p>\r\n<h4>#3. Use document rendering solutions for the flexible paper to paperless transition<\/h4>\r\n<p>For the paper to paperless transition, you need rendering software. <a href=\"https:\/\/www.inkit.com\/products\/pdf-renderer?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">Rendering tools<\/a> convert HTML to PDF files, automatically store them for record-keeping, and deliver online or offline. Why is it important? PDF rendering allows you to create files you can send via any channel. Apart from official communications like invoices or bills, these are also postcards, leaflets and other marketing materials. The mode of communication will depend on what customers face during their unique customer journey.<\/p>\r\n<h4>#4. A\/B test to learn when digital transformation is effective and when to use traditional approaches<\/h4>\r\n<p>Once you have ideas for cross-channel marketing campaigns, don\u2019t forget to test them. Iterable offers handy <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/207882603-Understanding-A-B-Testing-Analytics\" target=\"_blank\" rel=\"noopener\">A\/B testing functionality<\/a> you can use to learn open rate, clicks, revenue, number of purchases, improvements and other metrics. If you haven\u2019t adopted a marketing platform yet, you can manually divide a part of your target audience into two groups to check the response to different marketing tactics. This will help you see the effectiveness of paper customer experiences and paperless interactions to know when to use each of them.<\/p>\r\n<h3>Inkit and Iterable Integration to Transform Customer Experience<\/h3>\r\n<p>By integrating <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a> with <a href=\"https:\/\/www.inkit.com?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">Inkit<\/a>, you can manage online and offline experiences by implementing these tips and more.<\/p>\r\n<p>When you connect these tools through an API, you complement Iterable\u2019s digital marketing functionality with Inkit\u2019s offline marketing features like <a href=\"https:\/\/www.inkit.com\/products\/pdf-renderer?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">HTML to PDF rendering<\/a>, <a href=\"https:\/\/www.inkit.com\/products\/verify?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">address verification<\/a> and <a href=\"https:\/\/www.inkit.com\/products\/send?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">personalized mail delivery capabilities<\/a>. Thanks to trigger-based marketing automation in both tools, the software automatically tailors customer experiences based on real-time interactions.<\/p>\r\n<p>That way, your customers receive consistent, seamless offline and online experiences, bringing them back to your brand over and over again.<\/p>\r\n<p>Get detailed instructions on <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360018068492-Integrating-Inkit-with-Iterable-\" target=\"_blank\" rel=\"noopener\">how to integrate<\/a> Iterable and Inkit or use <a href=\"https:\/\/iterable.com\/support\/\" target=\"_blank\" rel=\"noopener\">customer support<\/a> for help.<\/p>","post_title":"The Digital Transformation: Going From Paper to Paperless","post_excerpt":"Paper to paperless transition is a part of digital transformation. Get tips on how to balance offline and online customer experiences right","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"digital-transformation-going-from-paper-to-paperless","to_ping":"","pinged":"","post_modified":"2021-06-09 09:26:03","post_modified_gmt":"2021-06-09 16:26:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84372","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Digital Transformation Balancing Digital and Paper\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/digital-transformation-going-from-paper-to-paperless\/"},{"ID":84292,"post_author":"67","post_date":"2021-06-03 13:24:31","post_date_gmt":"2021-06-03 20:24:31","post_content":"<p><span style=\"font-weight: 400;\">Your brand is under constant pressure to stand out in a sea of messages that bombard your customers 24\/7 \u2014 figuring out how to reach them with a message that matters can be a daunting task, but don\u2019t fear!\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this webinar, we\u2019ll show you how to meet the challenges of delivering a great customer experience across all your customers\u2019 preferred communication channels.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We\u2019ll explore the four elements of personalization and demonstrate how the smart use of a cross-channel marketing platform can help your brand achieve long-lasting relationships with your customers.\u00a0<\/span><\/p>\r\n<p><strong>Come away with:\u00a0<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Key components to building authentic and trusting relationships with your customers<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Steps for creating meaningful customer experiences that boost brand awareness and positive brand sentiment<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ideas and tips to foster loyalty with personalized and relevant messaging<\/span><\/li>\r\n<\/ul>","post_title":"Personalization For Dummies","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-for-dummies","to_ping":"","pinged":"","post_modified":"2021-06-07 16:51:25","post_modified_gmt":"2021-06-07 23:51:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=84292","menu_order":1,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 03, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization For Dummies Webinar\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/personalization-for-dummies\/"},{"ID":84214,"post_author":"79","post_date":"2021-06-03 09:42:35","post_date_gmt":"2021-06-03 16:42:35","post_content":"<p>The rainbows are coming! The rainbows are coming!<\/p>\r\n<p>And they will be everywhere this June as the symbol of <a href=\"https:\/\/www.loc.gov\/lgbt-pride-month\/about\/\" target=\"_blank\" rel=\"noopener\">Pride Month<\/a>, which celebrates LGBTQIA+ dignity, self-respect and value.<\/p>\r\n<p>Marketing has taken up the cause\u2014in one way or another\u2014to recognize the growing influence and financial impact that lesbian, gay, bisexual, trans, queer and intersex and other nonbinary people wield today.<\/p>\r\n<p>At one time, it would have been noteworthy enough for a brand to just make passing references to allyship with the LGBTQIA+ community in its public messaging. But today, brands need to do more than add rainbow-colored hearts to their logos or social media posts to show true alliance with a community.<\/p>\r\n<p>Email gives you a direct channel to your customers to show you care about them, to show how you support the cause and what they can do to participate; it also gives you a way to show allyship all year long.<\/p>\r\n<h3>The Cost of Staying Quiet<\/h3>\r\n<p>Staying quiet can cost more\u2014both in the marketplace and among employees\u2014than speaking up. It can show significant audiences that you're not interested in them and their situations. It can cut you off from consumers who are looking specifically for these shows of support.<\/p>\r\n<p>In the <a href=\"https:\/\/www.edelman.com\/trust\/2021-trust-barometer\" target=\"_blank\" rel=\"noopener\">2021 Edelman Trust Barometer<\/a>, 86% of respondents say they expect CEOs to speak up on societal issues and 68% say CEOs should step in to fix social issues when the government does not.<\/p>\r\n<p>Plus, as we've shown with other cause marketing (<a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a>, <a href=\"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a>, <a href=\"https:\/\/iterable.com\/blog\/aapi-heritage-month-become-an-ally-with-email-marketing\/\" target=\"_blank\" rel=\"noopener\">Asian American and Pacific Islander Month<\/a>), consumers expect business leaders to step up, especially when the government and other institutions don't.<\/p>\r\n<p>\"The heightened expectations of business bring CEOs new demands to focus on societal engagement with the same rigor, thoughtfulness, and energy used to deliver on profits,\" Edelman said in its report.<\/p>\r\n<h3>7 Strategies (and Emails) for Pride Month Messaging<\/h3>\r\n<p>Supporting Pride is not just about sending a single campaign and then moving on to the next message. It's a commitment, not a marketing moment.<\/p>\r\n<p>Here, we outline seven ways brands are incorporating their allyship into their email campaigns. And while we are only highlighting email, it\u2019s important to note that in order to avoid making your support a marketing moment, you should always be creating a cohesive experience that incorporates all channels.<\/p>\r\n<p>Make sure your entire marketing strategy, not just a singular email or statement, reflects your stance.<\/p>\r\n<h4>1. Pride is about more than being gay.<\/h4>\r\n<p>To quote a recent GLAAD statement: \u201c<a href=\"https:\/\/www.glaad.org\/blog\/glaad-statement-black-lives-matter\" target=\"_blank\" rel=\"noopener\">There can be no Pride if it is not intersectional<\/a>.\u201d The rainbow of sexual and gender identities that gather under the Pride name tells you that it's more than being gay or lesbian\u2014it\u2019s about the acknowledgement and celebration of all races, genders, classes, physical advantages and sexual orientations! If your Pride messaging doesn\u2019t include the acknowledgment of other marginalized communities, it\u2019s considered <a href=\"https:\/\/yaledailynews.com\/blog\/2020\/11\/12\/the-blurred-lines-between-genuine-allyship-and-performative-activism\/\" target=\"_blank\" rel=\"noopener\">performative activism<\/a> (and the LGBTQIA+ movement doesn't need more performative allies).<\/p>\r\n<p>This email from <a href=\"https:\/\/www.levi.com\/global\" target=\"_blank\" rel=\"noopener\">Levi's<\/a> captures the current focus on pronouns\u2014indicating the brand acknowledges everyone's choice in how they self-identify. It begins with the subject line: \"All pronouns. All love\" and the preheader: \"Pride 2021 is here and all are welcome.\"<\/p>\r\n\r\n[caption id=\"attachment_84250\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84250\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/screencapture-mailcharts-emails-1dffd651-4c93-54a2-6dea-f8f6c345ac43-2021-06-02-11_43_22-edit.png\" alt=\"Levi's Pride Month Email\" width=\"1286\" height=\"8537\" \/> <em>A Pride message can deliver extra impact when you intentionally show respect for all sexual and gender identities. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/1dffd651-4c93-54a2-6dea-f8f6c345ac43\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>2. Be clear about what your company is doing to support the Pride community.<\/h4>\r\n<p>As with other cause marketing, people will be quick to call you out if your messages are seen as \"cashing in\" on the front end but not supporting the cause on the back end, such as buying from LGBTQIA+ suppliers, employing community members and supporting public policy and legislation that benefits the community.<\/p>\r\n<p>Your messages should reflect what's happening in society today. You can't just repeat the same content year after year. That doesn't make community members feel heard.<\/p>\r\n<p>That's what makes this <a href=\"https:\/\/prose.com\/\" target=\"_blank\" rel=\"noopener\">Prose<\/a> email stand out. It was sent in June 2020 when racial tensions were running high. It incorporates messaging for both without diluting the impact of either stance.<\/p>\r\n\r\n[caption id=\"attachment_84254\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84254\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Prose-Pride-Email.png\" alt=\"Prose Pride Email\" width=\"1286\" height=\"3625\" \/> <em>This Prose email also invites its customers in to help out\u2014speaking to a wider audience without neglecting the communities in the message. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/05df8632-affc-8ff1-219c-b484e3665ab7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>3. Make it a month-long campaign.<\/h4>\r\n<p>Being an ally is not a one-month-a-year type of thing. It doesn\u2019t work that way and it feels disingenuous to only feature the LGBTQIA+ community once a year. <a href=\"https:\/\/www.lovepopcards.com\/\" target=\"_blank\" rel=\"noopener\">Lovepop<\/a> comes back to the Pride theme later in the year with a campaign tied to LGBTQ History Month in October. Besides providing another campaign theme to stand out in the run-up to Halloween and Black Friday, it gives your brand a second opportunity to send a themed support message.<\/p>\r\n\r\n[caption id=\"attachment_84258\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84258\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Lovepop-Pride-Email-1.png\" alt=\"Lovepop Pride Email\" width=\"1286\" height=\"5289\" \/> <em>An email sent during LGBTQ History Month can focus more on history and community than on allyship or support. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/deb3c125-1b82-df69-0195-0166fd351791\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>4. Focus on value along with support.<\/h4>\r\n<p>What can your brand add to the conversation beyond a supportive message? Using company resources to support initiatives and charities like the Trevor Project is another. But if your budget is stretched thin, or you want to show more active support, find ways to marshal your company's resources for community members.<\/p>\r\n<p>That's what <a href=\"https:\/\/www.talkspace.com\/\" target=\"_blank\" rel=\"noopener\">Talkspace<\/a> does in this email, sent several days into July after Pride Month was over. The subject line is the first clue: \"Pride doesn't have to end in June \ud83c\udff3\ufe0f\u200d\ud83c\udf08.\" As a provider of online therapy services, Talkspace doesn't send typical promotional messages like ecommerce or B2C brands. Instead, it shares resources that speak to both Pride community members and their families and allies.<\/p>\r\n\r\n[caption id=\"attachment_84262\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84262\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Talkspace-Pride-Month-Email.png\" alt=\"Talkspace Pride Month Email\" width=\"1286\" height=\"3735\" \/> <em>Talkspace\u2019s email, which went out to a broad audience, combined two messages in one: one for the LGBTQIA+ community and another to others who want to learn how to be allies. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/3d6f1f16-a47e-6004-6d1d-6614ff96fdd8\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>5. Make Pride messaging as inclusive as possible.<\/h4>\r\n<p>Pride messaging often reflects brand-standard imagery: handsome men, pretty women, lack of racial diversity\u2014all images that don't push the brand image beyond the regular personas.<\/p>\r\n<p>But to help your messages resonate with a wider audience, look at intersectionality, such as being gay and black or plus-size and trans. There's a wide spectrum of experiences under the Pride banner.<\/p>\r\n<p>You can also bring together the various causes you support your Pride messaging, as <a href=\"https:\/\/www.brilliantearth.com\/\" target=\"_blank\" rel=\"noopener\">Brilliant Earth<\/a> does in a Pride-focused email that includes a direct appeal to Black-owned wedding businesses.<\/p>\r\n\r\n[caption id=\"attachment_84266\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84266\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Brilliant-Earth-Pride-Email-1.png\" alt=\"Brilliant Earth Pride Email\" width=\"1286\" height=\"3907\" \/> <em>Your Pride campaign can show people of all identities that there's room for them as well. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/d8f7f308-f52d-d62a-30a8-bdfd65d2698b\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>6. Make Pride messaging a part of every campaign<\/h4>\r\n<p>We mentioned earlier that Pride doesn't end when Pride Month ends. If you changed your messaging\u2014especially the people you chose for your images\u2014for Pride-related emails, can you keep that going and make it a part of your regular email content?<\/p>\r\n<p>Look at the email below for Zola. Pretty nice for Pride Month messaging, right? It doesn't focus on using same-gender couples in its imagery; it's just part of the regular message. Surprise\u2014it was sent in November! But we like how it normalizes non-heterosexual couples. Look for opportunities to continue this kind of messaging all year long.<\/p>\r\n\r\n[caption id=\"attachment_84278\" align=\"alignnone\" width=\"1286\"]<img class=\"wp-image-84278 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Zola-Pride-Email-2.png\" alt=\"Zola Pride Email\" width=\"1286\" height=\"2596\" \/> <em>There's actually lots to love in this email. The animated GIF, user tips and benefit-focused copy makes this tops for engagement\u2014and not the kind that comes with a ring. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/6ac1c0fd-fc9a-80ae-e4fc-3b3c92fdc5a7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>. <\/em>[\/caption]\r\n\r\n<h4>7. You can create a captivating Pride message no matter what you sell.<\/h4>\r\n<p>If you've ever been to a Pride event, you know the costumes rule, and not just the human ones. Petco gets this and came up with a fun campaign that also normalizes Pride events (subject line: \"Is your pet ready for Pride? \ud83c\udf08\ud83d\udc3e.\"<\/p>\r\n\r\n[caption id=\"attachment_84286\" align=\"alignnone\" width=\"1286\"]<img class=\"wp-image-84286 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Petco-Pride-Month-1.png\" alt=\"Petco Pride Month\" width=\"1286\" height=\"2410\" \/> <em>Another bonus: This email is for everyone, whether you're planning for a critter costume parade or just looking for something fun for your own furry friends. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/9a64d833-43ae-3c21-d5b1-4ab90e8007fd\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h3>What Pride Month Means for Iterable<\/h3>\r\n<p>At Iterable, we\u2019ve made sure that Pride isn\u2019t limited to June.<\/p>\r\n<p>\u201cPride is something we focus on in the month of June, yes, but we\u2019re gay 365 days a year,\u201d says Jeffrey Marquez, Customer Success Enablement Manager and co-leader of Iterable\u2019s Pride Affinity Group leader. \u201cLeading the Pride Affinity Group has helped create a safe space for queer employees year-round. I\u2019m hopeful that we\u2019ll live in a world where we\u2019re surrounded by inclusive spaces in the workplace and inclusive images in our inbox.\u201d<\/p>\r\n<p>Pervasive bias is something many businesses can overlook or neglect. At Iterable, we\u2019re committed to implementing programs\u2014like our employee-led Affinity Groups\u2014to tackle pervasive bias and create opportunities to highlight underrepresented communities.<\/p>\r\n<p>This month, our Pride Affinity group, led by Jeffrey and Senior Software Engineer, Zach Power, will be celebrating Pride Month by hosting a virtual Queer Vaudeville Show and an MTV-style virtual concert featuring Queer music creators from within the company!<\/p>\r\n<p>For the second year in a row, our recruiting team is also partnering with <a href=\"https:\/\/lesbianswhotech.org\/pridesummit2021\/\" target=\"_blank\" rel=\"noopener\">Lesbians Who Tech<\/a> to sponsor Pride Summit 2021 on June 25th and 26th.<\/p>\r\n<p><em>These are just a few of the events we\u2019re hosting in June. Stay tuned here and on our social channels\u2014like <a href=\"https:\/\/twitter.com\/iterable\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> and <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/mycompany\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>\u2014for more Pride events and inspiration throughout the year!<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Beyond the Rainbow: Showing Your True Colors as a Pride Ally","post_excerpt":"For Pride, brands need to do more than add rainbow-colored hearts to their logos or social media posts to show true alliance with a community.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"beyond-the-rainbow-showing-your-true-colors-as-a-pride-ally","to_ping":"","pinged":"","post_modified":"2021-06-03 11:32:57","post_modified_gmt":"2021-06-03 18:32:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84214","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 03, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/06\/060321_Pride_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pride featured image\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/060321_Pride_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/060321_Pride_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/060321_Pride_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/beyond-the-rainbow-showing-your-true-colors-as-a-pride-ally\/"},{"ID":84102,"post_author":"79","post_date":"2021-06-02 09:08:38","post_date_gmt":"2021-06-02 16:08:38","post_content":"<p>Over time, retail has evolved from just a basic exchange of goods to focus on the customer experience. The priority is no longer just a one-time swapping of products for money, it\u2019s ensuring that the customer will come back for follow-up purchases and interactions, increasing <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">customer lifetime value (LTV)<\/a>.\u00a0<\/p>\r\n<p>Not only have retail goals shifted, platforms have shifted as well. Retail used to be about brick-and-mortar stores. Companies had to have a physical location to sell their wares. This is no longer the case. With the advent\u2014<a href=\"https:\/\/www.digitalcommerce360.com\/article\/quarterly-online-sales\/\" target=\"_blank\" rel=\"noopener\">and increasing presence<\/a>\u2014of ecommerce, brands can sell their products online and, as a result, reach more customers than ever.\u00a0<\/p>\r\n<p>Today, creating one-on-one relationships with a vast customer base involves blending learnings from existing brick-and-mortar locations with data from digital channels to develop a deep understanding of how each customer feels about and engages with your brand. Recently, artificial intelligence (AI) has been introduced to customer data collection processes to better understand customer sentiments as well as tailor content for specific needs.\u00a0<\/p>\r\n<p>What caused this technology boom? How does AI work to gather this information?\u00a0<\/p>\r\n<p>Let\u2019s get into it.\u00a0<\/p>\r\n<h3>How the Pandemic <del>Forced<\/del> Encouraged a Digital Transformation<\/h3>\r\n<p>With COVID-19 requiring businesses to shut their doors and customers to stay home, brands had to find ways, outside of their physical stores, to interact with customers. <a href=\"https:\/\/www.mckinsey.com\/business-functions\/strategy-and-corporate-finance\/our-insights\/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever\" target=\"_blank\" rel=\"noopener\">Digital channels became a higher priority<\/a> because there was no other option. In order to compete, businesses had to adapt.\u00a0<\/p>\r\n<p>On top of being physically distanced from shopping in-store, customers were also dealing with an onslaught of new emotions. Panic and anxiety set in as the pandemic spread. So, in addition to being pushed to use new channels, <a href=\"https:\/\/iterable.com\/blog\/post-pandemic-marketing\/\" target=\"_blank\" rel=\"noopener\">brands had to strike a delicate balance<\/a> between traditional marketing messaging and being sensitive to a variety of new, heightened customer emotions.\u00a0<\/p>\r\n<p>As a result of these intensified customer emotions and sped-up timelines for digital adoption, new technologies are being introduced to further increase the benefits from digital data collection. AI is being implemented to extract new insights and help brands connect with their customers like never before.\u00a0<\/p>\r\n<h3>AI Meets Retail: The Details are in the Data<\/h3>\r\n<p><a href=\"https:\/\/www.retailcustomerexperience.com\/articles\/a-look-at-where-ai-stands-in-the-retail-realm\/\" target=\"_blank\" rel=\"noopener\">From 2018 to 2022 the investment in AI for retail is expected to increase ~260%<\/a>.\u00a0 And, according to Retail Customer Experience, \u201cthat spend will likely focus on boosting customer service and <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">customer sentiment<\/a> data.\u201d Retail brands are increasingly implementing AI in their marketing strategies to better understand shopping patterns and behaviors. This allows marketers to draw conclusions about how customers are feeling towards their brand and their overall shopping experience.\u00a0<\/p>\r\n<p>Through shopping metrics, demographics and other user data, AI can be used to draw out user sentiments and provide automated aspects to the customer experience that improve user engagement and increase LTV.\u00a0<\/p>\r\n<p>Some brands have already seen tremendous success with the introduction of AI. Walmart, for example, <a href=\"https:\/\/chainstoreage.com\/consumer-impact-ai-powered-retail-optimization\" target=\"_blank\" rel=\"noopener\">increased quarterly earnings by 2.8%<\/a> after implementing AI. However, it\u2019s important to highlight a huge caveat: AI is not a magic button that will solve all data collection problems. AI is only as good as the data you\u2019re collecting.\u00a0<\/p>\r\n<h3>Examples of AI in Retail<\/h3>\r\n<h4>Automated, Data-Driven Recommendations<\/h4>\r\n<p>While recommendations are nothing new, AI can add more value to <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener\">personalized recommendations<\/a> because of its learning capabilities. AI can compile information about individual customers and use that information to make informed recommendations that are based on data and history versus assumptions.\u00a0<\/p>\r\n<p>In addition to gathering information about individuals, AI can also categorize data about certain audience segments. Through this process, AI can help marketers identify trends across users within specific segments to identify patterns in shopping behavior.<\/p>\r\n<p>Why does this enhanced personalization matter? According to a <a href=\"https:\/\/www.bcg.com\/en-ma\/publications\/2017\/retail-marketing-sales-profiting-personalization\" target=\"_blank\" rel=\"noopener\">2017 study by BCG<\/a>, \u201cOver the next five years in three sectors alone\u2014retail, healthcare, and financial services\u2014personalization will push a revenue shift of some $800 billion to the 15% of companies that get it right.\u201d<\/p>\r\n<h4>Gather Customer Sentiments<\/h4>\r\n<p>Another important aspect of AI in retail, which pairs well with data-driven recommendations, is the ability to understand how customers are feeling towards your brand or product. <a href=\"https:\/\/customerthink.com\/why-ai-sentiment-analysis-has-become-a-critical-part-of-the-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Sentiment analysis<\/a> has become an integral part of the customer experience because understanding a customer\u2019s attitude towards your brand can influence what messaging you\u2019re sending them.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Brand Affinity<sup>TM<\/sup><\/a> , for example, uses AI to gather signals from customer interactions. Then, using that signal data, each customer in the platform is assigned a label: loyal, positive, neutral, negative or unscored. From there, messaging can be tailored to appeal to the brand sentiments for each customer.<\/p>\r\n<h4>Enhancing the In-Store Experience<\/h4>\r\n<p>Brick-and-Mortar and AI are not mutually exclusive. In fact, there are ways in which the two can be combined to enhance the in-store shopping experience. Kroger, for example, <a href=\"https:\/\/news.microsoft.com\/transform\/kroger-smart-shelves-ditch-paper-drop-lights-delight-shoppers\/\" target=\"_blank\" rel=\"noopener\">implemented smart shelves or \u201cEDGE\u201d<\/a>\u2014Enhanced Display for Grocery Environment. Not only is this option \u201cgreener\u201d than using constantly re-printed paper tags, but these smart shelves allow Kroger to capture product information as consumers shop.\u00a0\u00a0<\/p>\r\n<p>AI is being woven into the holistic customer experience to ensure customers are getting personalized messaging without weighing down marketing and analytics teams. Automation plus data-driven intelligence creates an individualized experience for each customer.<\/p>\r\n<h3>What\u2019s Next for AI in Retail?<\/h3>\r\n<p>With all of this new technology being added to the mix, what\u2019s next on the retail horizon? The lines between sci-fi and reality are increasingly becoming blurred with the introduction of facial recognition. With this technology, brands can gather demographic, shopping and <a href=\"https:\/\/www.modernretail.co\/startups\/retailers-are-turning-to-ai-for-in-store-marketing\/\" target=\"_blank\" rel=\"noopener\">even body language data<\/a> to determine shopping preferences and brand sentiment.\u00a0<\/p>\r\n<p>While AI may seem far-off and futuristic, there are ways you can add it into your marketing stack right now. However, because the possibilities with AI are endless, it\u2019s crucial to implement it in a way that makes sense for your team and your marketing goals.<\/p>\r\n<p>Adding AI to your marketing stack hinges on understanding what data is available and how that data can be used. AI requires the input of organized, <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralized data<\/a> to draw the right conclusions.\u00a0<\/p>\r\n<p><em>Looking to add AI to your marketing workflows? Iterable can help. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Request a demo<\/a> today!<\/em><\/p>","post_title":"From Brick and Mortar to AI: How Retail is Evolving","post_excerpt":"This article explores how introducing AI in retail customer data collection helps brands understand customer sentiments and why that matters.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"from-brick-and-mortar-to-ai-how-retail-is-evolving","to_ping":"","pinged":"","post_modified":"2021-06-02 09:08:38","post_modified_gmt":"2021-06-02 16:08:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84102","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 02, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DT Brick &amp; Mortar AI Feature Image\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/from-brick-and-mortar-to-ai-how-retail-is-evolving\/"},{"ID":36395,"post_author":"79","post_date":"2021-05-28 10:47:00","post_date_gmt":"2021-05-28 17:47:00","post_content":"<p>By now it\u2019s been said nearly infinite times, but last year was a lot. The world changed\u2014the ways we live and the ways we interact. As part of it, the emphasis on multichannel marketing in the midst of a digital transformation became paramount for many brands to stay afloat, let alone thrive (<a href=\"https:\/\/www.mckinsey.com\/business-functions\/mckinsey-digital\/our-insights\/how-six-companies-are-using-technology-and-data-to-transform-themselves#\" target=\"_blank\" rel=\"noopener\">though it did help greatly in that regard for some<\/a>).\u00a0<\/p>\r\n<p>For marketing teams, multichannel marketing became more than just a variety of channels to communicate with customers. It became the only way, as stores shut down and people stayed at home. It became less about reaching customers where they are and more about providing a seamless, consistent experience that is personalized and relevant.\u00a0<\/p>\r\n<p>Take food service as an example. Delivery became more than just alerts of when your food is picked up. Many services <a href=\"https:\/\/iterable.com\/blog\/radar-digital-physical-geofencing\/\" target=\"_blank\" rel=\"noopener\">now use geofencing<\/a> to send alerts and ensure your food is not only ready when you arrive, but also freshly made.\u00a0<\/p>\r\n<p>For almost ten years, Iterable has been changing the way marketers interact with their customers and in just the last year we\u2019ve made <a href=\"https:\/\/iterable.com\/blog\/andrew-boni-focusing-on-the-future-together\/\" target=\"_blank\" rel=\"noopener\">monumental progress<\/a> in empowering marketers across the world to create memorable customer experiences. And in Gartner\u2019s most recent \u201c<a href=\"https:\/\/www.gartner.com\/en\/documents\/4001430\" target=\"_blank\" rel=\"noopener\">Magic Quadrant for Multichannel Marketing Hubs<\/a>\u201d Iterable made a sizable leap in the \u201cNiche Players\u201d category.<\/p>\r\n<h3>The Future of Multichannel Marketing Is Human<\/h3>\r\n<p>Within the analysis of Iterable\u2019s multichannel offerings, Gartner called out\u2014among other things\u2014Iterable\u2019s extensive data integration capabilities that power highly personalized campaigns at scale. In particular, the ease of use of the Iterable platform stands out, making it simple to build out detailed workflows and customer journeys across a host of channels\u2014including email, SMS, in-app, mobile and web push, mobile inbox, and direct mail.\u00a0<\/p>\r\n<p>\u00a0Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/meet-the-team-customer-success\/\" target=\"_blank\" rel=\"noopener\">customer success and support teams<\/a> and community also received recognition\u2014and deservedly so. We are fiercely proud of our customer success and support teams for their ability to connect with our customers as partners and strategists, but also as people.\u00a0<\/p>\r\n<p>The same goes for our community of marketing and product experts who <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">build<\/a> incredible customer experiences each and every day. They bring products to their customers that solve problems, improve lifestyles and bring them joy.\u00a0<\/p>\r\n<p>But these teams and our community go beyond just Iterable. They speak to the future of multichannel marketing: humanity.\u00a0<\/p>\r\n<p>We are in the human-driven era of marketing where the brand-customer relationship is about more than sales and conversions. It\u2019s about a connection, <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">a conversation<\/a>. It\u2019s about contextualizing the customer experience at the individual level based on a person\u2019s values, interests and lifestyle.<\/p>\r\n<p>Iterable has made strides in the past year to make these connections between brands and their customers possible\u2014and at scale.<\/p>\r\n<h4>Marketing to a Person, Not a Data Point<\/h4>\r\n<p>Our launch of <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a> gives marketers the power to understand their customers at a deeper level by focusing on sentiment. Whether positive, neutral or negative, customers now can receive an experience that is more closely aligned with how they are feeling about a brand at that moment in time.\u00a0<\/p>\r\n<p>It\u2019s something we\u2019ve seen our customers make <a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">great use of already<\/a> and something we expect to positively impact the customer experience for years to come.<\/p>\r\n<h4>Mobile Marketing Made Easier<\/h4>\r\n<p>In our recent <a href=\"https:\/\/iterable.com\/blog\/iterables-spring-product-enhancements-an-inside-look\/\" target=\"_blank\" rel=\"noopener\">Spring Product Enhancements<\/a>, we outlined the new ways in which we are enabling customers to connect with users via mobile, improve mobile marketing processes, and stay compliant with shifting regulations.\u00a0<\/p>\r\n<p>With SMS Opt-Out, In-App Template Optimization, and Mobile Inbox Persistent Read State, marketers have the ability to incorporate mobile marketing in a way that benefits the user and the marketer. Processes, such as template optimization, are now more efficient and easier to implement.\u00a0<br \/>\r\n\u00a0<br \/>\r\nAs multichannel marketing continues to evolve and grow in importance, we are working closely with our customers and community to find opportunities to enable building the perfect customer experience.<\/p>\r\n<h3>Onwards and Upwards<\/h3>\r\n<p>After a year of growth, our positioning in the Gartner Magic Quadrant for Multichannel Marketing Hubs only solidifies our momentum as we continue driving innovation in customer experience for our customers and consumers as a whole.\u00a0<\/p>\r\n<p>If brands are able to make a deeper connection with their audience members in a meaningful way, everyone will benefit.\u00a0<\/p>\r\n<p><em>Thanks for reading, but our team would rather talk to you directly! <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with one of our experts about any marketing challenge you currently face. We\u2019d love to help.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Iterable a Rising Multichannel Marketing Hub","post_excerpt":"In Gartner\u2019s most recent \u201cMagic Quadrant for Multichannel Marketing Hubs\u201d Iterable made a sizable leap in the \u201cNiche Players\u201d category.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-a-rising-multichannel-marketing-hub","to_ping":"","pinged":"","post_modified":"2021-05-28 10:47:00","post_modified_gmt":"2021-05-28 17:47:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=36395","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 28, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/052821_Rising-Multichannel_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"052821_Rising Multichannel_768x512\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Rising-Multichannel_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Rising-Multichannel_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Rising-Multichannel_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-a-rising-multichannel-marketing-hub\/"},{"ID":25768,"post_author":"79","post_date":"2021-05-27 09:09:00","post_date_gmt":"2021-05-27 16:09:00","post_content":"<p>One of today\u2019s biggest challenges is finding the right way to get in front of your audience. With inboxes full and consumers scrolling quickly past ads on social media, it\u2019s difficult to get noticed. This is where SMS marketing comes in.<\/p>\r\n<p>Personalized text messages have emerged as an essential way for consumers to connect with brands. It\u2019s an impactful addition to more common channels like email and push notifications, and, more importantly, it allows consumers to engage in two-way conversations with brands. The same two-way conversations that build rapport, kick-start relationships and increase loyalty.<\/p>\r\n<p>SMS fits into the much larger scope of <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile marketing<\/a>, but there is so much to be said about it that we wanted to talk to someone who\u2019s in the trenches (metaphorically speaking) of SMS marketing.<\/p>\r\n<p>In our latest installment of \u201cAsk an Iterator,\u201d we ask Jeremy Moffett, Manager of Enterprise Customer Success at Iterable, the most common SMS marketing questions he receives.\u00a0<\/p>\r\n<h3>Ask an Iterator: Jeremy Moffett<\/h3>\r\n\r\n[caption id=\"attachment_25769\" align=\"alignnone\" width=\"365\"]<img class=\"wp-image-25769 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Jeremy-Moffet-Headshot.png\" alt=\"Ask An Iterator: SMS Marketing\" width=\"365\" height=\"317\" \/> <em>Jeremy Moffett, Manager, Enterprise Customer Success.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jeremy-moffett-9a9635102\/\" target=\"_blank\" rel=\"noopener\">Jeremy Moffett<\/a> manages a team of Enterprise Customer Success Managers across the SF Bay Area and Denver area. Prior to Iterable, Jeremy worked on the Customer Success team at Sprinklr and, in addition, pursued his passion for wedding photography! When Jeremy's not diving into complex and exciting customer scenarios with his team, he enjoys hiking around California\u2019s diverse landscape, and spending evenings sipping a nice glass of mezcal or scotch.\u00a0<\/p>\r\n<p>Jeremy is here to answer the SMS marketing questions he receives most often when working with brands considering launching an SMS program. Let\u2019s dive right in!<\/p>\r\n<h4>Why should marketers consider SMS?<\/h4>\r\n<p>Consumers have made it clear that they\u2019re hungry for the opportunity to sign up for texts from the brands they\u2019re interested in. In a recent survey, <a href=\"http:\/\/info.attentivemobile.com\/attentive-outlook-2021\/consumer-report\/\" target=\"_blank\" rel=\"noopener\">91% of consumers<\/a> noted their interest in signing up for texts from brands. Brands should be listening\u2014they have a massive chance to capture consumers\u2019 attention (and e-commerce revenue)!<\/p>\r\n<p>Not only do almost 4 billion people own a smartphone, but they also touch them a surprising <a href=\"https:\/\/www.businessinsider.com\/dscout-research-people-touch-cell-phones-2617-times-a-day-2016-7?r=US&amp;IR=T#:~:text=The%20typical%20cellphone%20user%20touches,more%20than%205%2C400%20times%20daily.\" target=\"_blank\" rel=\"noopener\">2,617 times per day<\/a>. And that\u2019s just the average user.<\/p>\r\n<p>The methods of engagement through SMS marketing are almost limitless. For example, you could fire out exclusive deals, schedule alerts, send personalized offers, run a survey or even create a contest.<\/p>\r\n<p>As engaged as that smartphone cohort is, you also open yourself up to a broader audience who use cellphones regularly but don\u2019t use smartphones.\u00a0<\/p>\r\n<h4>How do I get my team to opt-in to SMS?<\/h4>\r\n<p>I remember, quite vividly, getting my first cell phone in high school. It was an iPhone\u2014revolutionary for the time\u2014and this was before those messages had a blue background. This was a time before texting was unlimited, a lesson I learned quickly! Fast forward to today, and, looking back, I am astounded at how much money it cost for me to stay connected.<\/p>\r\n<p>So why am I telling this story? To explain that times have changed and technology has evolved. What was once expensive (SMS) is now economical to the average consumer, but can still be a challenging channel to adapt as a brand.<\/p>\r\n<p>In fact, a well-timed SMS marketing campaign can be launched at a fraction of the cost of many traditional marketing methods. SMS campaigns are affordable for most budgets, and, at just a few pennies per message, marketers can be highly targeted with their campaigns without racking up the high costs.<\/p>\r\n<p>Add to this that SMS messages have a 209% higher response rate than phone, email or Facebook. And nearly 30% of consumers will respond to your SMS message, with nearly 50% of these respondents making a purchase. Today it\u2019s estimated that over 90% of SMS messages are seen and viewed within 5 minutes of receiving them.<\/p>\r\n<p>High ROI and low cost? Argument enough to opt-in on SMS.<\/p>\r\n<h4>When is a good time to use SMS over email?<\/h4>\r\n<p>If we\u2019re talking time-sensitive messaging, SMS is the best, most accessible channel, as customers typically view the message immediately upon receiving it. In addition to the real-time nature of SMS, it can be a great way to drive engagement on other channels and reinforce your other messages.<\/p>\r\n<p>For example, you can use SMS to remind customers to read an email sent by a brand hours or even days before. This simple follow up can help <a href=\"https:\/\/www.smartinsights.com\/mobile-marketing\/sms-marketing\/6-benefits-sms-marketing\/\" target=\"_blank\" rel=\"noopener\">increase email open rates by 20-30%<\/a>. Alternatively, use SMS to communicate messages which may otherwise be forgotten\u2014maybe encouraging habit building like the origin of the daily vitamins you\u2019re now taking.\u00a0<\/p>\r\n<h4>Does SMS Marketing only work with Millennials and Gen Z?<\/h4>\r\n<p>SMS is a useful marketing tool for any age group, but it's, yes, especially helpful when <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">marketing to Millennials and Gen\u00a0 Z<\/a>. More than 5 years ago, close to 80% of consumers within that age range had their cell phones with them 22 hours a day. Phones aren\u2019t simple communication tools for these generations. They\u2019re an extension and representation of self.\u00a0<\/p>\r\n<p>With that said, Gen X and Baby Boomers can\u2019t be discounted here. As of 2019, 90% of Gen X owns a smartphone and 68% of Baby Boomers, up from 25% in 2011. Mobile usage rates are increasing across the board and a text message is often the quickest way to reach someone. There\u2019s a greater-than-good chance your SMS marketing will show results for all generations.<\/p>\r\n<h4>What resources are needed to implement an SMS marketing strategy?<\/h4>\r\n<p>SMS is a one-size-fits all channel for the marketers and consumers. SMS marketing is quick and only made up of text that\u2019s likely only one or two sentences in length. Therefore, there is no requirement for a designer or copywriter, like with many marketing campaigns. The shorter and snappier the copy, the better. This is perfect for marketers who are short on time, or resources!<\/p>\r\n<p>Planning and sending SMS messages is simple and straightforward, requiring less upfront strategy and planning than many other marketing methods. Additionally, as the copy is so short, the entire message can be quickly read and understood at the recipient\u2019s convenience. This means the recipient can engage quickly, without feeling intruded upon.<\/p>\r\n<h4>How can my team get creative with SMS?<\/h4>\r\n<p>To make your marketing most effective, you really need to see where you can organically fit in to your customers\u2019 everyday lives. The barrier to entry into a conversation with your brand has to be as low as you can make it, and at the same time, your brand\u2019s messaging has to add value to customers. SMS, as a marketing channel, checks both of these boxes.<\/p>\r\n<p>When I talk about SMS, I\u2019m talking about two-way communications. I\u2019m thinking about staying connected with friends and family. <a href=\"https:\/\/www.smseagle.eu\/2017\/03\/06\/daily-sms-mobile-statistics\/\" target=\"_blank\" rel=\"noopener\">23 billion text messages are sent each day<\/a> worldwide, and many of these texts are components of ongoing conversations.<\/p>\r\n<p>There\u2019s nothing new about using conversations to move a customer through a marketing funnel or buying channel. It\u2019s the original sales tool. But what has changed is the channel for these conversations\u2014from in-person meetings, to phone calls, to SMS.<\/p>\r\n<p>With SMS, you can automate the form-filling experience, ask easily answerable questions, request feedback and create lighthearted discount notices (here\u2019s looking at you, Cost Plus World Market). SMS is the channel to start conversations, make connections and facilitate engagement with your brand.<\/p>\r\n\r\n[caption id=\"attachment_25794\" align=\"alignnone\" width=\"406\"]<img class=\"size-full wp-image-25794\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-26-at-1.34.06-PM.png\" alt=\"Cost Plus World Market SMS Marketing\" width=\"406\" height=\"482\" \/> <em>Cost Plus World Market plays around with language and creativity while offering discounts via SMS marketing.<\/em>[\/caption]\r\n\r\n<p>Get creative with SMS by infusing humanity in your marketing.<\/p>\r\n<h4>Any other SMS tips?<\/h4>\r\n<p>Transparency and cohesion is key! I\u2019m a big fan of when a brand utilizes each channel to its strength. SMS is fantastic at getting attention and reminding consumers of something specific. Email is fantastic at displaying more information and linking to a specific web page. When combined, a brand can build good habits via SMS, like reminding you to take a daily walk, eat healthier or improve that skin care routine with tips that update over time.\u00a0<\/p>\r\n<p>Personalized skincare brand, <a href=\"https:\/\/iterable.com\/customers\/curology\" target=\"_blank\" rel=\"noopener\">Curology<\/a>, does this really well; they identify which members aren\u2019t engaging via SMS, and reach these individuals with targeted email follow-ups, tracking email and site metrics to ensure that they\u2019re achieving relevance across all marketing channels.<\/p>\r\n<p>For me, setting clear expectations up front and delivering something special, exclusive or otherwise detailed helps build your SMS cohort. This cohort won\u2019t always be as large as many of your other cohorts, but they will tend to be the most loyal\u2014actively participating and seeking out more opportunities to engage with your brand. Reward them accordingly with information or updates into your brand that can\u2019t be found elsewhere.\u00a0<\/p>\r\n<h4>Anything we didn\u2019t ask that you\u2019d like to share?<\/h4>\r\n<p>SMS, when done correctly, can be an incredibly effective marketing channel. But, because it takes work and consistency, most SMS campaigns miss the mark. More often than not, brands embrace the \u201cbasic\u201d package of SMS utility, relying on one-time verification and shipping updates. These are great ways to get started with the channel, but certainly not the end goal.<\/p>\r\n<p>My opinion? If you\u2019re not having a two-way conversation, you\u2019re not taking full advantage of the channel. If you\u2019re looking to get started with SMS, look to brands like Zipcar, Chase, Bank of America, Amazon treasure truck, Venmo, Enterprise, Fedex, Robinhood and Apple.<\/p>\r\n<p>Of course, I\u2019d be remiss if I didn\u2019t end with a word of caution. Today\u2019s customers demand transparency and morality from the brand. They shop with brands that show they care about ethics, the world and their customers. Before you settle with SMS make sure you have healthy (and ethical) practices in place.<\/p>\r\n<h3>\u201cBRB, Opt-ing in to SMS Marketing\u201d<\/h3>\r\n<p>You heard it from Jeremy\u2014SMS marketing is the way to go to connect with customers. Today\u2019s customers want to shop with brands that share their values, and that they have an emotional connection with. There\u2019s no better way to build that connection than through a conversation. And there\u2019s few channels better suited for a conversation than SMS.\u00a0<\/p>\r\n<p><em>While we didn\u2019t have time to dive into the details of campaign-building with SMS, we\u2019ve got you covered. We have a major breakdown of some SMS marketing tips in our guide, <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">The Inside Look at Mobile Marketing<\/a>.<\/em><\/p>","post_title":"Ask an Iterator: Jeremy Moffett on SMS Marketing","post_excerpt":"In our latest \u201cAsk an Iterator,\u201d we ask Jeremy Moffett the most common SMS marketing questions he receives and how to get started.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-jeremy-moffett-on-sms-marketing","to_ping":"","pinged":"","post_modified":"2021-05-27 09:40:21","post_modified_gmt":"2021-05-27 16:40:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25768","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 27, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/052821_Jeremy-Moffett-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"052821_Jeremy Moffett QA_768x512\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Jeremy-Moffett-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Jeremy-Moffett-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Jeremy-Moffett-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-jeremy-moffett-on-sms-marketing\/"},{"ID":26672,"post_author":"35","post_date":"2021-05-26 09:08:38","post_date_gmt":"2021-05-26 16:08:38","post_content":"<p>If you've been around our content recently, you might have noticed a theme of <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<\/p>\r\n<p>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.\u00a0<\/p>\r\n<p>The customer experience goes beyond the moment of purchase, and the guests I chat with show how granular and personalized you can truly get when focusing on the right things. We're all in this together, so what better way to collaborate than sharing ideas?<\/p>\r\n<p>In our latest installment, hear from Nick Patrick, CEO and co-founder of Radar, a <a href=\"https:\/\/radar.io\/\" target=\"_blank\" rel=\"noopener\">geofencing platform<\/a> changing the way brands use location to personalize experiences.\u00a0<\/p>\r\n<h3>Meet Nick From Radar<\/h3>\r\n<p>How has geofencing changed in marketing when we know that almost everyone is at home? In our chat, Nick walks through how brands have adapted geofencing to the pandemic, bridging the gap between the digital and physical worlds of customer experience.\u00a0<\/p>\r\n<p>Normally, by focusing on creating a more frictionless experience, brands working with Radar are able to contextualize a user's real-time location in messaging. But in the pandemic, oftentimes it was the\u00a0<em>product<\/em> changing locations rather than the\u00a0<em>customer<\/em>, so brands had to change the perspective while still providing updates and keeping users involved.\u00a0<\/p>\r\n<p>Nick takes us through a few examples he's seen from Radar customers and beyond to show you exactly how it's done. Give it a watch or a listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/Vxx1RggVvbE[\/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 <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How Radar Bridges Digital and Physical Worlds With Geofencing","post_excerpt":"Nick Patrick, CEO and co-founder of Radar, a geofencing platform, talks location-based marketing Episode 2 of Dream It, Build It, Make It.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"radar-digital-physical-geofencing","to_ping":"","pinged":"","post_modified":"2021-05-26 09:09:20","post_modified_gmt":"2021-05-26 16:09:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26672","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 26, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":13,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Ep 2 with Radar\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/radar-digital-physical-geofencing\/"},{"ID":26555,"post_author":"79","post_date":"2021-05-25 09:09:49","post_date_gmt":"2021-05-25 16:09:49","post_content":"<p>The global pandemic has impacted not only how we communicate, but also our relationships. Time spent in social isolation has changed how we interact with one another and how we interact with the brands we shop.<\/p>\r\n<p>With that in mind, we wanted to better understand how consumer psychology has shifted in the past year. By surveying 1,500 consumers from the U.S. and U.K., we gained better insights into exactly what consumers are looking for from brands and what they prioritize in their shopping experience.<\/p>\r\n<p>Through our <a href=\"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/\" target=\"_blank\" rel=\"noopener\">consumer psychology of marketing poll<\/a>, we found three key takeaways:<\/p>\r\n<ul>\r\n\t<li><strong>Positive or negative, you can be sure consumers will share their brand experience<\/strong><\/li>\r\n\t<li><strong>It\u2019s time for brands to verbalize their values<\/strong><\/li>\r\n\t<li><strong>Brands should prioritize diversity, equity and inclusion (DEI) in marketing messages <\/strong><\/li>\r\n<\/ul>\r\n<p>That\u2019s just the tip of the iceberg. Within the infographic, you\u2019ll get a more detailed look at what tone consumers prefer in marketing messages, why consumers are more receptive to brands sharing their values, and what consumers prioritize with respect to the pandemic.<\/p>\r\n<p>Click on the infographic to take a closer look at all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_84343\" align=\"alignnone\" width=\"1920\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_FINAL-2.png\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-84343 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_FINAL-2.png\" alt=\"Consumer Psychology of Marketing Infographic\" width=\"1920\" height=\"12439\" \/><\/a> <em>Click the infographic to zoom in and download a copy! <\/em>[\/caption]\r\n\r\n<h3>Understanding Consumer Psychology Can Improve Your Customer Experience<\/h3>\r\n<p>Getting an idea of how consumers are thinking while they interact with your brand can help you deliver the right messages to the right people at the right time. To create a holistic, seamless <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>, you\u2019ll not only need to know how customers receive certain messages, but also where they want to receive them. Adopting a <a href=\"https:\/\/iterable.com\/solutions\/multi-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">multi-channel marketing<\/a> approach can ensure you are reaching customers at the right time and place.<\/p>\r\n<p><em>To learn more about building a personalized customer experience, check out our whitepaper on <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener\">using metadata to create advanced cross-channel campaigns<\/a>.<\/em><\/p>","post_title":"Consumer Psychology Takeaways to Improve Your CX","post_excerpt":"Curious what consumers are thinking about your brand? This infographic provides a detailed look at takeaways from our Consumer Psychology of Marketing poll.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"consumer-psychology-takeaways-to-improve-your-cx","to_ping":"","pinged":"","post_modified":"2021-06-04 01:27:50","post_modified_gmt":"2021-06-04 08:27:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26555","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Infographic","pretty_date":"May 25, 2021","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":3,"filter":"raw","term_order":"0"}],"term_slugs":["infographic"],"term_names":["Infographic"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"consumer psychology featured image\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-1024x683.jpg 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-1536x1024.jpg 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-2048x1365.jpg 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/consumer-psychology-takeaways-to-improve-your-cx\/"},{"ID":26462,"post_author":"62","post_date":"2021-05-21 10:09:28","post_date_gmt":"2021-05-21 17:09:28","post_content":"<p>It\u2019s been a busy 2021 for us here at Iterable. We\u2019re growing, changing, expanding, learning\u2014<a href=\"https:\/\/iterable.com\/blog\/andrew-boni-focusing-on-the-future-together\/\" target=\"_blank\" rel=\"noopener\">we\u2019re iterating<\/a>. But this iteration expands beyond our company alone. It\u2019s manifesting throughout our product, too! Inside this post, we\u2019ll shine a light on some exciting new product enhancements we\u2019ve brought to market.<\/p>\r\n<p>But before we get there, let\u2019s first revisit the inspiration <em>behind<\/em> these builds. During our Activate keynote, we discussed the evolution of marketing to better understand how we got to where we are today. Quick recap below.\u00a0<\/p>\r\n<h3>Revisiting the Marketing Eras<\/h3>\r\n<p>The first era, which we\u2019ve called the Creative era, was marked by compelling, bold ideas that captivated broad audiences. As you\u2019d imagine with a label like \u201ccreative,\u201d marketers of this era leaned hard into storytelling, narrative and striking visual details to elevate their products. Brands were differentiated by representing themselves in ways that made them as memorable as could be.<\/p>\r\n<p>As time passed and technology advanced, marketers were soon armed with the tools needed to measure and understand the impact of these creative campaigns. This quest for comprehension naturally encouraged the marketers\u2019 desire to optimize and fine-tune performance in search of growth and success. This was the transition into the Data-Driven era.\u00a0<\/p>\r\n<p>Now, it's 2021 and we\u2019ve entered an era centered on the human experience. In this Human-Driven era, marketers are challenged to fit into the context of each consumer\u2019s daily life. Any claims made by brands and marketers must be substantiated through experience.<\/p>\r\n<h3>Seeking Improvement\u00a0On Behalf of Customers<\/h3>\r\n<p>For many brands, playing by the consumer-mandated rules of the Human-Driven era are challenging. For some, a call for total transformation is needed in order to craft the intimate customer experiences that their audiences demand. For others, it\u2019s a matter of rethinking their marketing approach and leveraging their tools and resources differently to meet customers on their terms.\u00a0<\/p>\r\n<p>At Iterable, we\u2019re well aware of the different needs of different brands at any given stage of their journey. Our unifying factor, however, is our shared belief in the importance of delivering human experiences that resonate at the individual level. As we think about the way we grow and innovate, our customers and their needs serve as our guiding light.\u00a0<\/p>\r\n<p>With that in mind, we\u2019re very excited to share some of our recent product enhancements and tools that will help you elevate your own customers\u2019 experiences\u2014here\u2019s what\u2019s new!<\/p>\r\n<h4>Messaging Insights<\/h4>\r\n<p>Messaging Insights is our new reporting page that gives you a better look at how your campaigns are performing. It provides both aggregated and campaign-level metrics so you can drill down into campaigns as needed. You can find any of your campaigns by filtering by message medium, campaign type, campaign state, and more.<\/p>\r\n\r\n[caption id=\"attachment_26471\" align=\"alignnone\" width=\"1278\"]<img class=\"size-full wp-image-26471\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-gif-1.gif\" alt=\"messaging insights_spring product enhancements gif 1\" width=\"1278\" height=\"654\" \/> <em>User-friendly drop-down menus give you easy access to messaging insights.<\/em>[\/caption]\r\n\r\n<p>We\u2019ve also made changes behind the scenes to make this page faster so you can see your data sooner. Messaging Insights is your go-to for monitoring outreach performance!<\/p>\r\n<h4>Campaign Analytics<\/h4>\r\n\r\n[caption id=\"attachment_26477\" align=\"alignnone\" width=\"1246\"]<img class=\"size-full wp-image-26477\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-gif-2.gif\" alt=\"campaign analytics_spring product gif 2\" width=\"1246\" height=\"630\" \/> <em>The new campaign analytics layout give users the ability to pin the most-viewed metrics to the top of the view.<\/em>[\/caption]\r\n\r\n<p>On a similar note, we\u2019ve revamped our existing Campaign Analytics page to make it easier to monitor and analyze how a campaign is performing. With a new look and feel, the new layout lets you pin your teams\u2019 most important metrics to the top of your view before drilling deeper into other markers of performance.<\/p>\r\n<p>The new left-hand navigation makes it easier to pinpoint granular information about your campaign\u2019s delivery, engagement and retention. It\u2019s a more intuitive and visual way to see what is (or isn\u2019t) working.\u00a0<\/p>\r\n<h4>Brand Affinity\u2122<\/h4>\r\n\r\n[caption id=\"attachment_26483\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-26483\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-image-3.png\" alt=\"Brand Affinity_spring image 3\" width=\"512\" height=\"217\" \/> <em>With Brand Affinity, customer sentiments can be saved to dynamic lists.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> offers marketers a new way to automatically classify how customers feel about their brand, and easily create meaningful campaigns across channels to build deeper connections and trust.<\/p>\r\n\r\n[caption id=\"attachment_26489\" align=\"alignnone\" width=\"495\"]<img class=\"size-full wp-image-26489\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-image-4.png\" alt=\"Brand Affinity_spring image 4\" width=\"495\" height=\"512\" \/> <em>Understanding customer sentiments gives you the ability to send customers messages based on how they feel towards the brand.<\/em>[\/caption]\r\n\r\n<p>Brand Affinity automatically calculates a customer\u2019s engagement with email and mobile marketing and converts these scores into affinity labels. Marketers can leverage these affinity labels inside Iterable to easily create affinity-based segments and highly-targeted cross-channel campaigns to maximize retention with loyal customers, nurture customers through lifecycle stages, and mitigate churn with at-risk detractors.<\/p>\r\n<h4>Campaign Holdouts<\/h4>\r\n\r\n[caption id=\"attachment_26495\" align=\"alignnone\" width=\"1377\"]<img class=\"size-full wp-image-26495\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/campaign-holdouts_spring-product-image-5.png\" alt=\"holdout groups\" width=\"1377\" height=\"1116\" \/> <em>Holdout groups are groups that will not be sent the specific campaign you\u2019re working on.<\/em>[\/caption]\r\n\r\n<p>Holdout groups provide marketers insights into how campaigns and campaign variants are affecting audience behavior and quantifies the impact of a conversion event. By defining and excluding a subset of your audience from receiving a marketing campaign within an experiment, you can better analyze the uplift of a desired custom conversion event from those who have received the campaign against those that have not.\u00a0<br \/>\r\nIn short, Holdout groups help answer the question, \u201cAre campaigns making an impact on performance metrics and business goals we care about?\u201d With Holdout groups, you now have the ability to measure the effectiveness and high-level impact of your campaigns to understand what\u2019s working (and what\u2019s not).<\/p>\r\n<h4>Selective In-App Notifications<\/h4>\r\n\r\n[caption id=\"attachment_26501\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-26501\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Selective-in-app-notifications_spring-product-image-5.png\" alt=\"Selective in-app notifications_spring image 5\" width=\"512\" height=\"451\" \/> <em>Selective in-app messaging lets you customize messaging for Android and iOS separately.<\/em>[\/caption] [caption id=\"attachment_26507\" align=\"alignnone\" width=\"1408\"]<img class=\"size-full wp-image-26507\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/selective-in-app-notifications_spring-product-image-6.png\" alt=\"selective in-app notifications_spring product image 6\" width=\"1408\" height=\"564\" \/> <em>With this product enhancement, you can easily toggle selective in-app messaging on or off.<\/em>[\/caption]\r\n\r\n<p>Selective In-App Notifications enable the granular targeting of in-app message campaigns. Now, you can send in-app messages to specific apps under your projects, and better tailor messaging to Android and iOS platforms separately.<\/p>\r\n<p>From the campaign set up page, you now have an option to enable Selective In-App and choose which of your different apps to target. We built this because we know that improving your reach is just as much about optimizing as it is about expanding it. For example, there\u2019s times when a message is only relevant to one particular app or platform and now you have total control over how you fine tune it.\u00a0<\/p>\r\n<h3>Cross-Channel Product Enhancements<\/h3>\r\n<p>We\u2019ve made some major mobile traction this year and with that came a few select features we\u2019re highlighting below.\u00a0<\/p>\r\n<h4>SMS Opt-Out<\/h4>\r\n\r\n[caption id=\"attachment_26519\" align=\"alignnone\" width=\"983\"]<img class=\"size-full wp-image-26519\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/SMS-opt-out_spring-product-image-7.png\" alt=\"SMS opt out_spring image 7\" width=\"983\" height=\"240\" \/> <em>Here, you can determine which SMS messages include the opt-out language.<\/em>[\/caption]\r\n\r\n<p>Iterable\u2019s SMS Opt-Out Settings helps you manage customer preferences and carrier compliance from a simple drop-down. Customize your SMS opt-out language and control your template settings to strike the right balance of appearance, privacy and deliverability that meets the needs of your brand and your customers.\u00a0<\/p>\r\n<p>As carriers like AT&amp;T tighten filters around brand-initiated text messages from 10-digit-long codes, Iterable makes it easy for you to choose your compliance preferences\u2014with inclusive opt-out messaging in initial, all or none of their SMS campaigns.\u00a0<\/p>\r\n<h4>In-App Template Optimization<\/h4>\r\n\r\n[caption id=\"attachment_26525\" align=\"alignnone\" width=\"716\"]<img class=\"size-full wp-image-26525\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/in-app-optimization_spring-product-image-8.png\" alt=\"in-app optimization_spring image 8\" width=\"716\" height=\"823\" \/> <em>With the template optimization, excess HTML was removed and, as a result, file size is smaller.<\/em>[\/caption]\r\n\r\n<p>Iterable recently optimized our In-App message performance. We discovered that our in-app template editor was baking-in excess HTML into messaging and was unnecessarily increasing file size.\u00a0\u00a0\u00a0<\/p>\r\n<p>We implemented a backend fix that removed the extra code from In-App messages and successfully reduced file size by 30%\u2014all without any negative impact to customer delivery or display!<\/p>\r\n<h4>Mobile Inbox Persistent Read State<\/h4>\r\n\r\n[caption id=\"attachment_26531\" align=\"alignnone\" width=\"208\"]<img class=\"size-full wp-image-26531\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/mobile-inbox_spring-product-image-9.png\" alt=\"mobile inbox_spring product enhancements image 9\" width=\"208\" height=\"450\" \/> <em>With this enhancement, mobile inbox message states remain the same across devices and with app re-installs.<\/em>[\/caption]\r\n\r\n<p>Iterable also enhanced the Mobile Inbox experience with a few backend changes to unify message read states across devices and app re-installs. Making this change eliminates any potential duplication of previously read\/displayed in-app Mobile Inbox messages! Similarly, this fix ensures any silently delivered messages reflect their most recent read\/unread status.<\/p>\r\n<h3>The Next Iteration\u00a0<\/h3>\r\n<p>Though we wish we had a crystal ball to predict how this Human-Driven era will shape the future of B2C marketing, one thing we know for certain is that experience will remain as prominent as ever.\u00a0<\/p>\r\n<p>At the end of the day, we marketers must continually prove our brands\u2019 worth and earn the right to talk to our customers. But even as the lines separating the digital and real world continue blurring, we\u2019re here to ensure that you\u2019re appropriately future-proofed.\u00a0\u00a0<\/p>\r\n<p><em>We\u2019d love to chat with you about these new product enhancements and features. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo today<\/a> to speak with one of our many experts!\u00a0<\/em><\/p>","post_title":"Iterable\u2019s Spring Product Enhancements: An Inside Look","post_excerpt":"We\u2019re growing, changing, expanding, learning\u2014we\u2019re iterating. This post will shine a light on some exciting new product enhancements.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterables-spring-product-enhancements-an-inside-look","to_ping":"","pinged":"","post_modified":"2021-05-21 10:09:28","post_modified_gmt":"2021-05-21 17:09:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26462","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS opt out_spring image 7\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterables-spring-product-enhancements-an-inside-look\/"},{"ID":26405,"post_author":"79","post_date":"2021-05-19 09:02:02","post_date_gmt":"2021-05-19 16:02:02","post_content":"<p><em><a href=\"https:\/\/www.heady.io\/\" target=\"_blank\" rel=\"noopener\">Heady<\/a> is a Brooklyn, NY based mobile product consultancy that builds sustainable innovation through design and technology. We integrate with your team to solve pressing problems, create polished websites and apps, and scale results over the short and long term. Heady prides itself on its no-nonsense, reliable approach to working with clients. Everything we do\u2014from initial builds to ongoing maintenance\u2014is to thoughtfully solve your business challenge and grow your product.<\/em><\/p>\r\n<p><em>Read on for the CEO of Heady, Rahul Khosla\u2019s, guest contribution to the Iterable blog, and to learn why he thinks the recent mobile privacy updates are ultimately a good thing for the industry and consumers alike.<\/em><\/p>\r\n<p>It\u2019s a rule that when it comes to technology, the only constant is change. But some changes cause more noise than others, and that\u2019s especially true for the recent release of iOS 14.5, Apple\u2019s newest update, which includes <a href=\"https:\/\/www.techradar.com\/in\/how-to\/iphone-app-tracking-transparency-how-to-use-the-new-features-in-ios-145\" target=\"_blank\" rel=\"noopener\">App Tracking Transparency<\/a> measures (also known as ATT).<\/p>\r\n<p>While the updates have certainly resulted in their fair share of grumbles, particularly among digital advertisers, these moves are objectively positive. Not just for consumers and privacy advocates, but for the industry as a whole.<\/p>\r\n<h3>A Little More Background on ATT<\/h3>\r\n<p>Long story short: Each iOS device is assigned a unique and random Identifier for Advertisers (IDFA), which previously enabled advertisers to target ads and track their effectiveness at an individual level. But as of late April (and some time before that for beta testers), users will receive a notification when an app wants to track them.<\/p>\r\n<p>The option to allow tracking will now be clearly presented to consumers through the notification versus being a toggle buried within their settings. With the move from automatic IDFA tracking to opt-in, Apple is essentially turning the faucet off when it comes to user data. But it\u2019s not a wholly negative thing\u2014advertising is not going away, it\u2019s just moving from device-specific data to aggregate data. Plus, the playing field is level here\u2014all iOS apps must adhere\u2014so all iOS apps will be affected equally.<\/p>\r\n<h3>What This <span style=\"color: #000000;\">Mobile Privacy Update<\/span> Means For Brands?<\/h3>\r\n<p>Ever since Apple made the announcement, there has been a lot written about what these updates mean from an advertising perspective. Now that users can easily understand and control whether or not an app is tracking them, there\u2019s potential for lower opt-in rates, which could impact the accuracy of ad targeting, ad efficacy measurements, as well as ad campaign optimization.<\/p>\r\n<p>Benchmarks will shift and key performance indicators will need to change. That being said, there are other ways to target potential users, like app categories, descriptions, ratings, reviews, etc. Additionally, brands can make use of the <a href=\"https:\/\/www.admonsters.com\/what-is-skadnetwork\/\" target=\"_blank\" rel=\"noopener\">Store Kit Ad Network<\/a> (or SKAd Network) for ad attribution at an aggregate level. It\u2019s also worth noting that an <a href=\"https:\/\/www.appsflyer.com\/blog\/att-opt-in-rates-higher\/\" target=\"_blank\" rel=\"noopener\">AppsFlyer survey<\/a> of apps that were early adopters of ATT showed results that were higher than some predictions, with an overall 39% opt-in rate (weighted average).<\/p>\r\n<p>But as the CEO of a mobile product consultancy, I\u2019d like to focus on the opportunities available to marketers following these mobile privacy updates, because now more than ever, it\u2019s crucial that your apps are exceptionally user friendly and high quality.<\/p>\r\n<h3>Steps To Take<\/h3>\r\n<h4>Take advantage of the pop up<\/h4>\r\n<p>Apps can make a case for why users should allow the IDFA\u2014this is a place to emphasize how allowing tracking will enhance their experience. Take advantage of additional screens to offer transparency into the tracking process and build an honest relationship with your app users.<\/p>\r\n<p>At an All Things Digital conference in 2010, Apple\u2019s own Steve Jobs said, \u201cI believe people are smart and some people want to share more data than other people do. Ask them. Ask them every time. Make them tell you to stop asking them if they get tired of your asking them. Let them know precisely what you\u2019re going to do with their data.\u201d That notion still holds true today. It\u2019s also a great idea to A\/B test and retest the data request screen, see what aspects resonate with consumers and use those results to inform future business and privacy decisions.<\/p>\r\n<h4>Leverage first-party data<\/h4>\r\n<p>Brands should start to collect more <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">first-party data<\/a> and personalize consumers\u2019 experiences within their apps. Being in the industry for 10 years, I\u2019ve noticed that personalization often takes a back seat to acquisition. Anecdotally, I get the most ads from brands that I already engage with frequently. Maybe instead of showing me an ad, they could personalize my experience both in the app and at other touchpoints to ensure I keep coming back. The same applies to in-app campaigns.<\/p>\r\n<p>Considered and personalized activations that offer some value to the user are more likely to create retention. For example, say I\u2019m using a real estate app to find an apartment in Brooklyn. They could send me emails with news about the neighborhoods I\u2019m interested in, show me in-app content about pricing trends, and default my search to the neighborhoods I\u2019d previously looked into (while still making it easy for me to change them). And then they could send me push notifications if the asking rent drops on an apartment I\u2019ve favored\u2014making it easier for me to act fast in the competitive New York real estate market.<\/p>\r\n<h4>Make your apps more discoverable \u2014 use App Clips<\/h4>\r\n<p>Before all of the buzz around iOS 14.5, there was iOS 14, which introduced <a href=\"https:\/\/www.heady.io\/blog\/app-clips-a-new-way-to-meet-users-where-they-are\" target=\"_blank\" rel=\"noopener\">App Clips<\/a>\u2014an excellent solution for businesses to acquire new users that puts the actual app experience in the spotlight. An App Clip is a small part of your app that appears organically and at moments of need throughout users\u2019 day-to-day lives. Users are offered a full app download after they\u2019ve experienced partial functionality through the App Clip. App Clips can help with conversion, reach, and, importantly, customer satisfaction. They have valuable use cases in every industry, from finance to industrial product supply to music\u2014really any app that would benefit from lowering its barrier to entry.<\/p>\r\n<p>The above steps will help your brand adjust not only to Apple\u2019s most recent <span style=\"color: #000000;\">mobile<\/span> privacy changes, but will also put you in a forward-thinking mindset, as this most recent round of privacy updates will certainly not be the last.<\/p>\r\n<h3>Mobile Privacy Moving Forward<\/h3>\r\n<p>Consumers don\u2019t like the fact that their personal information is being commoditized and sold without their knowledge and without them entirely understanding how the whole process works. These <span style=\"color: #000000;\">mobile<\/span> privacy updates are a step toward changing that. And while I don\u2019t wish to downplay the shift this will cause to advertising plans, app creators have every reason to take this as an exciting opportunity.<\/p>\r\n<p>Test more, personalize more. Consider this a chance to double-down on what consumers appreciate and enjoy about your product and the platforms and environments in which they experience it. In short, put humanity back into the user experience.<\/p>\r\n<p><em>To get the most out of your mobile marketing strategy and work with Iterable and Heady, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.<\/em><\/p>","post_title":"Why the Recent Mobile Privacy Updates Are a Good Thing","post_excerpt":"Read on to learn why CEO of Heady, Rahul Khosla, thinks the recent mobile privacy updates are ultimately a good thing for the industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-the-recent-mobile-privacy-updates-are-a-good-thing","to_ping":"","pinged":"","post_modified":"2021-05-19 09:02:02","post_modified_gmt":"2021-05-19 16:02:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26405","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 19, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/051921_Heady-Mobile-Privacy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Heady Mobile Privacy\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051921_Heady-Mobile-Privacy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051921_Heady-Mobile-Privacy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051921_Heady-Mobile-Privacy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-the-recent-mobile-privacy-updates-are-a-good-thing\/"},{"ID":26390,"post_author":"79","post_date":"2021-05-18 07:43:10","post_date_gmt":"2021-05-18 14:43:10","post_content":"<p>2020 revolutionized brand-customer relationships. New habits emerged and accelerated, expectations evolved, and how shoppers consume and connect will never be the same. Given the permanence of changes in customer behavior, identifying and adjusting to the new consumer psychology is a priority.<\/p>\r\n<p>To better understand these new customer attitudes toward marketing, we went straight to the source. In our 2021 Consumer Psychology Survey, we polled <strong>1,500 shoppers in the U.S. and U.K.<\/strong> Our inquiries explored the true psychology of brand engagement and examined how specific marketing messages really make people feel.<\/p>\r\n<p>Our survey made one thing loud and clear: <strong>Consumers now expect more from brands<\/strong>. Generalized, cookie-cutter customer experiences are ignored and abhorred. But how can brands build campaigns that connect and convert for the long term?<\/p>\r\n<p>Read our topline trends and findings to learn how to create a customer experience that is <strong>individualized and human<\/strong>.<\/p>\r\n<h3>Consumer Psychology Survey Key Takeaways<\/h3>\r\n<h4>1. Positive or negative, you can be sure consumers will share their brand experience with others<\/h4>\r\n<p>Old fashioned word-of-mouth reigns supreme, and digital communication channels give their voices a megaphone.<\/p>\r\n<p>The top actions consumers take to express their satisfaction and dissatisfaction with a brand are either <strong>recommending<\/strong> the brand to friends and family (67%) or <strong>warning<\/strong> their friends and family (51%) after having a negative brand experience.<\/p>\r\n<p>The second most common action consumers took is also similar for both a positive and negative brand experience, with respondents saying they\u2019d either make a future purchase or never make a purchase again as a result.<\/p>\r\n<p>We live in a social media-dominant society, and 29% of respondents said they take to their social channels to voice their brand satisfaction, with 21% doing the same to share dissatisfaction. However, these findings indicate that trust in a brand is still heavily dictated by the one-to-one and one-to-few interactions consumers have within their close circles.<\/p>\r\n<p><em><strong>Actions consumers take following positive and negative brand experiences<\/strong><\/em><\/p>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 408px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 50%; height: 24px;\"><strong>Positive experience<\/strong><\/td>\r\n<td style=\"width: 50%; height: 24px;\"><strong>Negative experience<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 80px;\">\r\n<td style=\"width: 50%; height: 80px;\">\r\n<p><span style=\"font-weight: 400;\">1. I recommend the brand to my friends and family (67%)<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; height: 80px;\">1. <span style=\"font-weight: 400;\">I warn my friends and family about the brand (51%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 104px;\">\r\n<td style=\"width: 50%; height: 104px;\">\r\n<p><span style=\"font-weight: 400;\">2. I will make another purchase from the brand in the future (57%)<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; height: 104px;\">2. <span style=\"font-weight: 400;\">I will not make a purchase from the brand ever again (47%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 80px;\">\r\n<td style=\"width: 50%; height: 80px;\">\r\n<p><span style=\"font-weight: 400;\">3. I write a positive review online (50%)<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; height: 80px;\">3. <span style=\"font-weight: 400;\">I reach out to customer service directly (47%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 50%; height: 48px;\"><span style=\"font-weight: 400;\">4. I write about my experience on social media (29%)<\/span><\/td>\r\n<td style=\"width: 50%; height: 48px;\">4. <span style=\"font-weight: 400;\">I write a negative review online (28%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 50%; height: 48px;\">5. <span style=\"font-weight: 400;\">I reach out to customer service directly (25%)<\/span><\/td>\r\n<td style=\"width: 50%; height: 48px;\">5. <span style=\"font-weight: 400;\">I write about my experience on social media (21%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 50%; height: 24px;\">6. <span style=\"font-weight: 400;\">I do nothing (4%)<\/span><\/td>\r\n<td style=\"width: 50%; height: 24px;\">6. <span style=\"font-weight: 400;\">I do nothing (5%)<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>2. A sales-driven tone prompts the most consumer action<\/h4>\r\n<p>Want people to make a purchase, subscribe to an email list or follow you on social media? Show them the deals.<\/p>\r\n<p>A <strong>promotional\/sales-driven ton<\/strong>e resonated the most with consumers across all three marketing touchpoints we studied (purchases, content subscriptions and social media). Respondents said they\u2019re next most likely to gravitate toward an empathetic tone.<\/p>\r\n<p>These insights are a call to marketers to not overthink their customer engagement efforts. While that doesn\u2019t mean other factors don\u2019t play into brand relationships (more on that later), marketers should still prioritize the promotion of their products and services first.<\/p>\r\n<p>Another surprising finding was that 16% of respondents said they don\u2019t follow brands on social media. While social media marketing has taken precedence for many brands, the data here confirms that email still has the edge in consumer communications.<\/p>\r\n<p><em><strong>Marketing tones that resonate with customers across various brand touchpoints<\/strong><\/em><\/p>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 432px;\">\r\n<tbody>\r\n<tr style=\"height: 72px;\">\r\n<td style=\"width: 14.9384%; height: 72px;\"><strong>Rank<\/strong><\/td>\r\n<td style=\"width: 25.8214%; height: 72px;\"><strong>Purchases<\/strong><\/td>\r\n<td style=\"width: 31.7761%; height: 72px;\"><strong>Email\/newsletter subscriptions<\/strong><\/td>\r\n<td style=\"width: 27.4641%; height: 72px;\"><strong>Social media follows<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 48px;\">1<\/td>\r\n<td style=\"width: 25.8214%; height: 48px;\"><span style=\"font-weight: 400;\">Promotional\/sales-driven (53%) <\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 48px;\"><span style=\"font-weight: 400;\">Promotional\/sales-driven (49%) <\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 48px;\"><span style=\"font-weight: 400;\">Promotional\/sales-driven (36%) <\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 48px;\">2<\/td>\r\n<td style=\"width: 25.8214%; height: 48px;\"><span style=\"font-weight: 400;\">Empathetic\/conversational (16%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 48px;\"><span style=\"font-weight: 400;\">Empathetic\/conversational (16%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 48px;\"><span style=\"font-weight: 400;\">I don\u2019t ever follow brands on social media (16%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 72px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 72px;\">3<\/td>\r\n<td style=\"width: 25.8214%; height: 72px;\"><span style=\"font-weight: 400;\">Authentic\/original (10%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 72px;\"><span style=\"font-weight: 400;\">I don\u2019t ever subscribe to brand email lists or newsletters (10%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 72px;\"><span style=\"font-weight: 400;\">Authentic\/original (13%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 24px;\">4<\/td>\r\n<td style=\"width: 25.8214%; height: 24px;\"><span style=\"font-weight: 400;\">Urgent\/FOMO (8%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 24px;\"><span style=\"font-weight: 400;\">Authentic\/original (9%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 24px;\"><span style=\"font-weight: 400;\">Urgent\/FOMO (12%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 48px;\">5<\/td>\r\n<td style=\"width: 25.8214%; height: 48px;\">I<span style=\"font-weight: 400;\">nclusive\/socially-driven (6%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 48px;\"><span style=\"font-weight: 400;\">Urgent\/FOMO (6%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 48px;\"><span style=\"font-weight: 400;\">Empathetic\/conversational (12%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 24px;\">6<\/td>\r\n<td style=\"width: 25.8214%; height: 24px;\"><span style=\"font-weight: 400;\">Aspirational (4%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 24px;\"><span style=\"font-weight: 400;\">Inclusive\/socially-driven (4%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 24px;\"><span style=\"font-weight: 400;\">Inclusive\/socially-driven (5%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 24px;\">7<\/td>\r\n<td style=\"width: 25.8214%; height: 24px;\"><span style=\"font-weight: 400;\">Localized (3%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 24px;\"><span style=\"font-weight: 400;\">Localized (4%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 24px;\"><span style=\"font-weight: 400;\">Localized (4%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 72px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 72px;\">8<\/td>\r\n<td style=\"width: 25.8214%; height: 72px;\"><span style=\"font-weight: 400;\">*No answer choice for \u201cI don\u2019t ever buy from brands\u201d<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 72px;\"><span style=\"font-weight: 400;\">Aspirational (2%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 72px;\"><span style=\"font-weight: 400;\">Aspirational (3%)<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>3. It\u2019s time for brands to verbalize their values<\/h4>\r\n<p>Eighty-seven percent of consumers said they\u2019re <strong>more receptive to a brand\u2019s messages<\/strong> if they know the company\u2019s beliefs and values. As to why this resonates so well in consumer psychology, respondents said knowing a brand\u2019s beliefs and values makes them feel more trust toward the brand (62%), better know the brand\u2019s authentic identity (44%) and better believe the brand\u2019s purpose (34%).<\/p>\r\n<p>We also saw this thinking play out in regards to marketing messages with political and social issues. Nearly three-quarters of respondents (71%) said they felt positive toward a brand after receiving a social or political marketing message.<\/p>\r\n<p>For Iterable\u2019s recent <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">brand trust survey of marketers<\/a>, 83% said their company should remain politically neutral. However, consumers\u2019 willingness to receive social and political messages shows that marketers\u2019 priorities are misaligned with what their target audiences are looking for.<\/p>\r\n<h4>4. Brands should prioritize diversity, equity and inclusion (DEI) in marketing messages<\/h4>\r\n<p>The marketing messages respondents considered most essential were diverse imagery, inclusive language and setting varied price points\/payment plans to accommodate different socioeconomic groups.<\/p>\r\n<p>Consumers also shared similar priorities when asked about their representation in advertisements: 75% agreed that they\u2019re more likely to purchase from a brand <strong>when people who look like them are represented in their ads<\/strong>.<\/p>\r\n<p>These answers indicate that increased conversations around DEI have made a substantial impact on consumer priorities for brand marketing. And brands should consider how they can be more inclusive in their messaging.<\/p>\r\n<p><em><strong>In your opinion, which of the following components of a marketing message are most essential?<\/strong><\/em><\/p>\r\n<ol>\r\n\t<li>Diverse imagery (51%)<\/li>\r\n\t<li>Inclusive language (44%)<\/li>\r\n\t<li>Setting varied price points\/payment plans to accommodate different socioeconomic groups (40%)<\/li>\r\n\t<li>Showing women in positions of equal power (30%)<\/li>\r\n\t<li>Providing accessible marketing messages (22%)<\/li>\r\n\t<li>Incorporation of social\/political themes in messaging (20%)<\/li>\r\n<\/ol>\r\n<h4>5. In the pandemic era of shopping, safety still comes first for consumers<\/h4>\r\n<p>When asked how the pandemic has affected how they receive brand marketing messages, most consumers (38%) said they now <strong>prioritize the brand\u2019s customer safety plan<\/strong>. Thirty-one percent of respondents also indicated a preference for localized content and 30% said they need to know a brand\u2019s alternative purchase options, like buy online, pick-up in store (BOPIS) and curbside pickup.<\/p>\r\n<p>Consumers\u2019 desire for localized content is peculiar since a localized tone didn\u2019t resonate with various marketing touchpoints. However, this difference could be a matter of how brands leverage geolocation. It appears that consumers prefer localized messaging for promotional messages like brand awareness, but not transactional messages such as product or service deals.<\/p>\r\n<h4>6. With great data comes great responsibility<\/h4>\r\n<p>The large majority of consumers (58%) said they feel positive about receiving a hyper-personalized online ad, and 23% said they feel neither positive nor negative about the matter. In comparison, 19% said they feel negative about receiving hyper-personalized ads, with only 8% saying they feel very negative.<\/p>\r\n<p>Data privacy is paramount when it comes to brand trust. But data doesn\u2019t have to be a divider\u2014it\u2019s evident that consumers want a personalized experience and aren\u2019t against their information being used for targeted marketing. Brands must take this opportunity to connect with consumers but must act responsibly with the personal data they share.<\/p>\r\n<h3>Creating Authentic Experiences Through Humanity<\/h3>\r\n<p>For today\u2019s consumers, brand-customer relationships must go beyond the transaction.<\/p>\r\n<p>Our consumer psychology survey found that sales-driven tones drive people to shop and subscribe. But remember: marketing touchpoints are important but they are pieces of a larger puzzle: the dynamic relationship between brands and customers.<\/p>\r\n<p>It\u2019s clear that consumers <em>want<\/em> brands to be <strong>more human<\/strong>. People want to know brands\u2019 beliefs and values. Customers want to know how brands feel about social and political matters\u2014and how they\u2019re championing DEI in their marketing initiatives. And they want a personalized customer experience that offers a deeper connection with the brands they engage.<\/p>\r\n<p>We hope these insights can help you make informed decisions that drive a human connection in your customer relationships. To learn how to act on our findings, and create memorable customer experiences, check out content from Iterable\u2019s recent annual conference, <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>.<\/p>\r\n<p><em>And if you\u2019re ready to modernize your marketing strategy with more personal customer relationships, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">book a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"6 Insights From Iterable's 2021 Consumer Psychology Poll","post_excerpt":"Given the permanence of changes in customer behavior, identifying and adjusting to the new consumer psychology is a priority.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-insights-from-iterables-2021-consumer-psychology-poll","to_ping":"","pinged":"","post_modified":"2021-06-03 12:03:36","post_modified_gmt":"2021-06-03 19:03:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26390","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/051821_Consumer-Psychology_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"consumer psychology poll\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051821_Consumer-Psychology_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051821_Consumer-Psychology_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051821_Consumer-Psychology_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/"},{"ID":26290,"post_author":"79","post_date":"2021-05-17 09:46:45","post_date_gmt":"2021-05-17 16:46:45","post_content":"<p>Downloading a mobile app is like adding a tool to your tool belt. Once apps are downloaded, they can be easily accessed whenever you need them. However, just because the app is available, doesn\u2019t mean the app will be used.<\/p>\r\n<p>\u201c<a href=\"https:\/\/iterable.com\/blog\/app-development-takeaways-from-aps-london\/\" target=\"_blank\" rel=\"noopener\">Getting a new user to download the app isn\u2019t the finish line\u2014it\u2019s the starting line.<\/a>\u201d While downloading the app is obviously a required initial step, app engagement is what determines your app\u2019s success with users.<\/p>\r\n<p>With ever-increasing app choices, (<a href=\"https:\/\/websitebuilder.org\/blog\/app-usage-statistics\/\" target=\"_blank\" rel=\"noopener\">184 billion by 2024<\/a>, to be exact) it\u2019s vital to understand ways to improve app engagement and stickiness to avoid getting your app replaced on home screens.<\/p>\r\n<p>Here are five of the best ways to keep users consistently engaged with your app.<\/p>\r\n<h3>The Steps for Better App Engagement<\/h3>\r\n<p>&nbsp;<\/p>\r\n<h4>1. Reduce Friction in App Onboarding<\/h4>\r\n<p>Let\u2019s start from the beginning. When developing your app, consider the user\u2019s entire experience. What\u2019s the first thing they\u2019ll need to do when they open the app? Most likely, create an account. If there is a complicated onboarding process for users, there\u2019s a higher chance they\u2019ll abandon your app without a single use, diminishing app engagement.<\/p>\r\n<p><a href=\"https:\/\/www.smashingmagazine.com\/2018\/10\/mobile-app-retention-rate\/\" target=\"_blank\" rel=\"noopener\">Smashing Magazine<\/a> uses OKCupid as an example. When trying to login to their app, the author, Suzanne Scacca, was unable to use the \u201clog in with Facebook\u201d feature after multiple attempts (14 clicks).<\/p>\r\n\r\n[caption id=\"attachment_26323\" align=\"alignnone\" width=\"899\"]<img class=\"size-full wp-image-26323\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/OKCupid.png\" alt=\"OKCupid app onboarding friction\" width=\"899\" height=\"1600\" \/> <em><a href=\"https:\/\/www.okcupid.com\/\" target=\"_blank\" rel=\"noopener\">OKCupid<\/a> onboarding created friction for the user when Facebook login functionality didn't work. Source: <a href=\"https:\/\/www.smashingmagazine.com\/2018\/10\/mobile-app-retention-rate\/\" target=\"_blank\" rel=\"noopener\">Smashing Magazine<\/a>.<\/em>[\/caption]\r\n\r\n<p>Retention is the path to increased app engagement. Getting users to download the app without optimizing the account creation experience cuts that retention short almost immediately. Brands should strive to retain users versus aiming to constantly get new ones. Simplifying onboarding is the first step in customer retention, but ensuring your app is useful to the user will increase retention as well.<\/p>\r\n<h4>2. Increase App Utility<\/h4>\r\n<p>Once the friction has been removed from the onboarding process, another ingredient for improving app engagement is simplifying the user\u2019s life. Going back to the tool belt analogy, if there\u2019s a tool that\u2019s not helping to solve a problem or provide the user value, they\u2019re going to remove it from their tool belt so it doesn\u2019t weigh them down.<\/p>\r\n<p>In <a href=\"https:\/\/www.forbes.com\/sites\/peggyannesalz\/2021\/01\/07\/five-experts-share-2020-lessons-about-app-marketing-and-engagement-and-why-theres-no-turning-back\/?sh=326c29847c33\" target=\"_blank\" rel=\"noopener\">an interview with Forbes regarding app use during the pandemic<\/a>, AJ Wang, Head of Acquisitions and Performance Marketing for GCash, a fintech app, said marketers need to become \u201clifestyle enablers.\u201d<\/p>\r\n<p>An app should improve the customer\u2019s life in some way. Whether it\u2019s a stress-relieving game or making depositing checks a breeze, for consistent app engagement there needs to be a utility aspect to the app.<\/p>\r\n<h4>3. Optimize Push Notifications<\/h4>\r\n<p>Now that the user was able to easily sign up and your app is helping simplify their life, how do you continue to engage with the user to remind them of your app's benefits? Enter: <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>. Personalized push notifications with the right messaging at the right time can improve app engagement. In fact, <a href=\"https:\/\/iterable.com\/blog\/eye-opening-mobile-marketing-stats\/\" target=\"_blank\" rel=\"noopener\">push notifications have a click-through rate 7x that of email<\/a>.<\/p>\r\n<p>If your app is a tool for the user, push notifications should remind the user that they have that tool when they need it. One way to do this is by <a href=\"https:\/\/iterable.com\/blog\/push-sms-short-and-sweet\/\" target=\"_blank\" rel=\"noopener\">sending push notifications<\/a> based on a <a href=\"https:\/\/iterable.com\/blog\/how-to-use-mobile-geolocation-data-to-drive-growth\/\" target=\"_blank\" rel=\"noopener\">user\u2019s location<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_26317\" align=\"alignnone\" width=\"840\"]<img class=\"wp-image-26317 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Foursquare.png\" alt=\"Geo-targeting push notifications to improve app engagement\" width=\"840\" height=\"400\" \/> <em><a href=\"https:\/\/iterable.com\/blog\/iterable-foursquare-location-based-engagement\/\" target=\"_blank\" rel=\"noopener\">Foursquare<\/a> sends push notifications with local recommendations based on the user\u2019s location. Source: <a href=\"https:\/\/taplytics.com\/blog\/location-based-push-notification-examples-ideas\/\" target=\"_blank\" rel=\"noopener\">Taplytics<\/a>.<\/em>[\/caption]\r\n\r\n<p>With geo-targeting, the user gets a personalized experience and is more likely to engage with the app if the message is helpful to them at that moment.<\/p>\r\n<p>As helpful as the notifications may be, the user experience, once customers are taken to your app, needs to be consistent to retain and engage users.<\/p>\r\n<h4>4. Create a Consistent In-App Experience<\/h4>\r\n<p>The user is logged in, finds your app useful and gets personalized push notifications. As the user navigates your app, however, it\u2019s important to create a consistent experience within the app itself.<\/p>\r\n<p>A consistent in-app experience means that as a customer uses your app, they shouldn\u2019t be confused by the user interface and app functionality. In fact, as part of the onboarding experience, many apps include a quick training on how to use the app, to improve the customer\u2019s experience and increase app engagement.<\/p>\r\n<p>UsabilityGeek highlights the <a href=\"https:\/\/usabilitygeek.com\/using-consistency-to-improve-the-user-experience-across-desktop-and-mobile\/\" target=\"_blank\" rel=\"noopener\">importance of mental models when thinking about an app\u2019s user interface<\/a>. They noted, \u201cDeveloping an understanding of a <a href=\"http:\/\/www.nngroup.com\/articles\/mental-models\/\" target=\"_blank\" rel=\"noopener\">user\u2019s mental model<\/a>, that is, what a user will need to use during certain situations, be it mobile or desktop, will ensure a positive user experience through consistency.\u201d<\/p>\r\n<p>In-app consistency is an integral part of the customer experience. But, when a customer leaves your app, how do you guide them back? Consistency should be applied to the entire customer journey, for a seamless experience.<\/p>\r\n<h4>5. Develop a Seamless Cross-Channel Experience<\/h4>\r\n<p>Once the in-app experience is consistent, brands need to look at their customer experience as a whole, including their app. In Liftoff\u2019s 2020 Mobile Report, Skye Featherstone, Product Marketing Manager at Snapchat, said, \u201c<a href=\"https:\/\/liftoff.io\/blog\/out-now-2020-mobile-app-trends-report\/\" target=\"_blank\" rel=\"noopener\">Apps are the connective fiber of your business<\/a>, providing seamless, personalized experiences across both physical and digital contexts.\u201d<br \/>\r\nBecause apps have the ability to bridge the physical and the digital, like in our geo-targeting example, the experience for users needs to be seamless and undoubtedly on-brand.<\/p>\r\n<p>Let\u2019s say your customer is in your mobile app but later clicks a link to your mobile site. If the mobile site and mobile app look different, just from a basic branding perspective, it may create confusion for the user. You want the user to develop a familiarity with your brand and, through doing that, you\u2019ll likely increase app engagement in addition to engagement on other channels.<\/p>\r\n\r\n[caption id=\"attachment_26311\" align=\"alignnone\" width=\"660\"]<img class=\"size-full wp-image-26311\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051721_App-Engagement_Target-Screenshots.png\" alt=\"Seamless experience for app engagement\" width=\"660\" height=\"1080\" \/> <em>Target demonstrates consistent branding and information across mobile app (1), mobile site (2) and desktop (3). Source: <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a>.<\/em>[\/caption]\r\n\r\n<p>Another example of a seamless experience could be if a user is shopping on your desktop site and abandons their cart. You could send the customer a push notification with messaging about the products in their cart or products related to what\u2019s in their cart. Then, when clicked, the notification could take them to their cart in your mobile app, which has the items they added via the desktop.<\/p>\r\n<p>Building a seamless experience for the customer will ultimately improve app engagement because the app is a piece of the puzzle. The user can bounce back-and-forth between the physical locations, desktop and your app and feel as though it\u2019s one singular, personalized experience.<\/p>\r\n<h3>Improve Engagement by Improving the Customer Experience<\/h3>\r\n<p>The key to improving app engagement is understanding the customer experience, both within your app and as a whole. From first download to becoming regularly used, the focus for your app needs to be on what the customer is experiencing and what value they can get from your app at each moment in the customer journey.<\/p>\r\n<p>At the end of the day, we\u2019ve all used an app. Even though we\u2019re marketers, we\u2019re people too, so think about your experience with your favorite apps and put yourself in the customers\u2019 shoes. What makes you go back time and again to your favorite apps?<\/p>\r\n<p><em>Looking to kick your mobile marketing up a notch? Learn more about <a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s mobile marketing solution<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"5 Ways to Improve Mobile App Engagement","post_excerpt":"App engagement is what determines your app\u2019s success with users. Here are five of the best ways to keep users engaged with your app.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-ways-to-improve-mobile-app-engagement","to_ping":"","pinged":"","post_modified":"2021-05-17 09:46:45","post_modified_gmt":"2021-05-17 16:46:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26290","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"App engagement featured image\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/"},{"ID":26292,"post_author":"79","post_date":"2021-05-14 14:42:47","post_date_gmt":"2021-05-14 21:42:47","post_content":"<p>At Iterable, we take customer success very seriously. 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 memorable experiences for their customers. There\u2019s a trickle-down effect.<\/p>\r\n<p>Perhaps the most important component of the customer success program here at Iterable is our people. The Iterable Customer Success (CS) team is on the front lines of delivering support when needed and strategic insights to help our customers make the most out of their marketing.<\/p>\r\n<p>To find out what makes a truly successful Customer Success organization, we sat down and interviewed several CS team members\u2014Customer Success Management, Professional Services, and Support.<\/p>\r\n<p>Let\u2019s meet the crew!<\/p>\r\n<p><img class=\"alignnone size-full wp-image-26293\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-Team.png\" alt=\"Iterable Customer Success Team\" width=\"640\" height=\"432\" \/><\/p>\r\n<h3>A Q&amp;A with the CS team at Iterable:<\/h3>\r\n<h4>What led you to your role? What is your favorite part about your job?<\/h4>\r\n<p><strong>Derek:<\/strong> My career in tech began in digital analytics consulting, consolidating data silos for large enterprises. My focus in digital analytics eventually transitioned to helping customers rethink their overall digital transformation strategies including tech stack audits, CMS optimization and CRM migrations. My curiosity for strategizing different digital transformation led me to Iterable\u2019s professional services team to deliver implementation consulting services. My favorite part of the job is helping our customers solve what seems to be impossible problems and rethink their future state marketing programs.<\/p>\r\n<p><strong>Rebecca:<\/strong> I started out working in partnerships where I would find different ways to promote a brand or product in collaboration with partners that the company worked with. In this case, researching and identifying what the customer would like from the brand or product. Then, I moved on to becoming an Account Manager, where I really enjoyed helping customers with finding solutions to their challenges. This turned into my motivation and I strived to improve the overall consumer\/customer end experience through multiple mediums. My favorite part of the job is when a customer has a use case or goal they want to solve for but they\u2019re unsure on how. This is where I come in to provide different ways to achieve what they want based on what works best for them.<\/p>\r\n<p><strong>Neil:<\/strong> As with many people in the tech industry, my path has been a combination of following my passion for technology and problem-solving, along with taking advantage of the kinds of exciting opportunities that come with working for growing companies. The best part of my job is seeing how empowering the team to be successful creates great customer experiences and helps each support engineer grow their careers.<\/p>\r\n<p><strong>Tanwir:<\/strong> I have always been interested in technology and also have a background in Mathematics. Maths is the art of breaking down complex problems into manageable step-by-step solutions, not unlike technical support. Solving problems has always been what keeps me interested and this eventually led me into the role. My favorite part of the job is the fact that I\u2019m always faced with unique issues and no two days are the same.<\/p>\r\n<p><strong>Tasmin:<\/strong> I started my career off in Marketing Analytics as a Cross-Channel Data Analyst. Even though we\u2019ve come a long way since then in terms of how sophisticated and granular marketers can get with measuring these things, I feel like it gave me a really excellent base for understanding how to approach problems (and solutions) in an analytical way. It was something I enjoyed, but I realized that I was spending too much time with spreadsheets and not enough time with people. So, over time I found that moving into Customer Success gave me the opportunity to marry my analytical problem solving skills with my people and relationship management skills. My favorite moments of the job are when one of my customers comes to me with a challenge they aren\u2019t sure how to solve for (especially if it was something they were unable to do in previous platforms) and we find a way to do it!<\/p>\r\n<h4>Since the beginning of the pandemic, how has your work changed or evolved?<\/h4>\r\n<p><strong>Derek:<\/strong> Staying at home full time does not allow a true disconnect. You\u2019re constantly near your laptop and desk, endlessly reminding you that you have more items on your to-do list. It takes a strict regimented schedule to make sure to find balance throughout your day like taking a walk outside for fresh air, exercising before\/after work, and even lunch breaks. Finding time to quickly chat with colleagues can be difficult at times, so it\u2019s helpful to plan a week or two ahead when possible.<\/p>\r\n<p><strong>Rebecca:<\/strong> At first, I had difficulty in balancing my life and work. I would constantly work throughout the day because I was always near my laptop. I\u2019ve learned to incorporate what I did pre-Covid to what I do now. For example, pre-pandemic, I would commute to work by walking 10-20 mins every day and now I walk the same amount of time to a nearby park. Also, I chose a certain time of the day in the afternoon to pause on my work so I can train in olympic weightlifting. I do miss the in-office interactions and discussions, as well as easily walking up to someone if I have a question or need to talk to that person. Iterable and my team have been great throughout this time by providing wellness kits, office hours, weekly syncs and ensuring that I have all the equipment I need to work from home.<\/p>\r\n<h4>How do you focus on Balance? What do you recommend to people in your function who might struggle to find a happy medium?<\/h4>\r\n<p><strong>Neil:<\/strong> One of the nice things about support is that there is always someone to hand off to at the end of your shift. You can step away at the end of the day knowing that customers won\u2019t be left hanging. Another thing is that as a leader, it is important for me to ensure that the team is taking time off to recharge and rest, and to demonstrate that I and the other managers on my team lead by example. We now offer sabbaticals to employees with four or more years of tenure, and I\u2019m delighted that one of our support managers will be taking advantage of that this summer.<\/p>\r\n<p><strong>Tanwir:<\/strong> The thing that I have found most useful is working in different parts of the house. A (slight) change of environment really breaks up my day, rather than everything being one big haze! I\u2019ve definitely improved in asking for help and I\u2019m very lucky that my team is always super happy to help, should the load start to become too heavy. I also try to take a straight 60 minute lunch break so that I\u2019m actually taking time for myself in the middle of the day.<\/p>\r\n<p><strong>Tasmin:<\/strong> When you have \u201cunlimited\u201d vacation it\u2019s often the case that employees don\u2019t take any. Here, we not only have a company-wide balance day once a month, our department also recently instituted a goal of having each person take at least 3 days of balance time off a quarter.<\/p>\r\n<p>The fact that balance as well as trust are two of our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">core values<\/a> makes this easier! I know my customers are in great hands with my teammates when I need to take some time to recharge.<\/p>\r\n<h4>How does your team measure customer success or satisfaction?<\/h4>\r\n<p><strong>Derek<\/strong>: The professional services team sends out customer satisfaction (CSAT) surveys to understand our customer\u2019s onboarding services every 30 days during implementation. We\u2019re constantly striving to improve our services, so all our customer\u2019s feedback matters. We review our customer satisfaction scores weekly\/quarterly to ensure we\u2019re delivering the highest quality professional service experience and improving any pain points along the way.<\/p>\r\n<p><strong>Rebecca<\/strong>: Retention is a significant indicator to ensure that the customer is happy and that we\u2019re growing together. We measure customer satisfaction by sending out NPS surveys on how likely customers are to recommend Iterable on a scale from 1-10 (with 10 being highly likely) throughout different touchpoints in the customer\u2019s lifecycle (i.e. onboarding, post-onboarding, quarterly, etc). We track customer sentiment from our weekly or monthly syncs as well to keep track of their requests, consolidate any feedback or concerns and identify signs of improvement or growth.<\/p>\r\n<h4>What\u2019s a common misconception about CS that you think people should know?<\/h4>\r\n<p><b data-stringify-type=\"bold\">Derek:\u00a0<\/b>CS is often confused as a reactionary role only addressing problems and issues as they arise, however, we continuously strive to enhance our product and services with new features to proactively help our customers scale and reinforce future growth initiatives.<\/p>\r\n<p><strong>Tasmin<\/strong>: People often think you have to have a very specific background coming into customer success. But it\u2019s actually a field where I\u2019ve seen people with vastly different work experiences thrive!<\/p>\r\n<p><strong>Rebecca<\/strong>: Previously, CS was called account management, where there was one point of contact for all items related to the product or company. However, CS has evolved into much more where different teams (i.e. support, professional services, implementation, operations, solutions, data science, etc) within CS help to ensure that customers are successful.<\/p>\r\n<h3>Next Steps for Customer Success<\/h3>\r\n<p>Our CS teams stand by our customers, for our values and with each other to solve problems even before they emerge. In a world that is always evolving and automating, the teams behind the tech\u2014like CS\u2014are what drive value.<\/p>\r\n<p><em>If you like the sound of working with Derek, Neil, Rebecca, Tanwir and Tasmin, we encourage you to apply to our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open CS roles<\/a>.<\/em><\/p>","post_title":"Meet the Team: Customer Success","post_excerpt":"The Iterable Customer Success team is on the front lines of delivering support and strategic insights to help our customers. Let's meet them!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"meet-the-team-customer-success","to_ping":"","pinged":"","post_modified":"2021-05-14 14:42:47","post_modified_gmt":"2021-05-14 21:42:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26292","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 14, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/meet-the-team-customer-success\/"},{"ID":26251,"post_author":"35","post_date":"2021-05-13 13:50:01","post_date_gmt":"2021-05-13 20:50:01","post_content":"<p>I\u2019m humbled and honored to be stepping into the role as CEO of Iterable. As the company\u2019s co-founder and President, I have been and remain intently committed to and focused on Iterable\u2019s mission, values, culture, team, customers and partners.\u00a0<\/p>\r\n<p>As many of you know, I'm a glass half-full person. I vividly remember the early days of Iterable\u2014over eight years ago\u2014when we were just a small team crammed into a small office in downtown San Francisco. We were working together towards a common goal: to give every marketer, regardless of technical skill or business size, the opportunity to build meaningful relationships with their customers. We wanted to build a platform enabling anyone with the will to reach customers, a way to actually reach them. Driven by this purpose, and powered by teamwork, our dream became a reality: Iterable.<\/p>\r\n<p>I was optimistic about our potential eight years ago. Since then, we\u2019ve made significant traction in a crowded marketplace and my optimism, confidence and enthusiasm about Iterable's future have only intensified.<\/p>\r\n<p>As we embark on this next chapter of our journey, I wanted to share a few thoughts about my vision for Iterable.<\/p>\r\n<h3>Staying True to Our Mission<\/h3>\r\n<p>Our mission is to enrich the relationships between consumers and brands, to empower the marketers who create rich digital experiences and to unite a team of people capable of bringing such a vision to life. This mission remains and will not change.<\/p>\r\n<p>Our team of 430+ people empowers 15,000+ marketing practitioners and leaders from all over the world to connect with their customers in a deep, authentic and meaningful way. With the help of Iterable, our customers are able to bring billions of people the products that bring them joy. This is an amazing accomplishment and a testament to the incredible work we do.<\/p>\r\n<h3>Leading the Future of Customer Experiences<\/h3>\r\n<p>With a strong background (and passion) for product and engineering, I'm excited about our commitment to our product roadmap as we continue building the innovative features you've asked for. Having an industry leading, streamlined and easy-to-use product has always been the backbone of our company, and will guide us as we continue to grow.\u00a0<\/p>\r\n<p>Given the rise of machine learning and automation, we have an opportunity now to leverage data like never before. Our products will not only support our customers in their quest for efficiency and help them connect with consumers in new ways, but our strong focus on privacy will also help establish a culture of trust in consumer communities.\u00a0<\/p>\r\n<p>We will continue making strides to help marketers focus less on the nuts and bolts of their cross-channel marketing campaigns and more on the strategic end goals and incredible customer experiences.<\/p>\r\n<h3>Embodying Our Values<\/h3>\r\n<p>Our core values remain our North Star as we start this next chapter of our journey together. Trust, Humility, Balance and a Growth Mindset will continue to guide us as we scale, ensuring we never lose sight of the DNA that got us here in the first place.<\/p>\r\n<p>I\u2019m personally committed to embodying <em>Humility<\/em>, my favorite of the four. It\u2019s integral that, as we grow, our leaders and employees keep humble and not lose sight of our mission. It\u2019s what keeps us focused, honest, collaborative, empathetic and, ultimately, successful.\u00a0<\/p>\r\n<p>Diversity is a key driver of innovation, and a critical component of success at a global scale, in every industry. We remain committed to building a supportive culture that empowers our employees and attracts diverse talent (we <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-2021-bay-area-best-places-to-work\/\" target=\"_blank\" rel=\"noopener\">ranked third<\/a> on the midsize companies list of 2021 Bay Area Best Places to Work, marking our fourth consecutive year on the list), and are working to set an expectation, and standard, for others in our industry. We're working hard to ensure that Iterable continues to prioritize our people and culture as we expand rapidly, aiming to end 2021 with nearly 600 employees around the globe.<\/p>\r\n<p>Two company objectives this year include living our values as we scale and becoming responsible global citizens. Our employees lead the <a href=\"https:\/\/iterable.com\/blog\/5-steps-building-amazing-company-culture\/\" target=\"_blank\" rel=\"noopener\">Iterable Affinity Groups<\/a>, which inform and support celebrations throughout the year that honor the diversity of our world and workforce, and contribute to a nature of inclusivity. This AAPI Heritage Month, our Asian and Pacific Islander Affinity group is hosting events to highlight the accomplishments, rich history and identity of Asian Americans and Pacific Islanders at Iterable and beyond.<\/p>\r\n<p>Our growth mindset allows us to support the changing needs of our employees, so we\u2019re thoughtfully considering how to safely come back to our offices, continue engaging with our <a href=\"https:\/\/iterable.com\/blog\/culture-without-borders-remote-work-iterable\/\" target=\"_blank\" rel=\"noopener\">remote employees<\/a> and support all <a href=\"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/\" target=\"_blank\" rel=\"noopener\">working parents<\/a>.<\/p>\r\n<h3>The Road Ahead<\/h3>\r\n<p>We just wrapped up another incredibly strong quarter, a testament to the hard work put in across the entire organization. Iterable\u2019s vision, culture and product are resonating with so many and there is enormous opportunity ahead of us.\u00a0<\/p>\r\n<p>I\u2019m energized and motivated. Let\u2019s embrace our values as we support one another in writing Iterable's next chapter. Let\u2019s be hungry to learn and grow together.<\/p>\r\n<p>Onwards,<br \/>\r\nAndrew Boni<br \/>\r\nCo-Founder &amp; CEO of Iterable<\/p>","post_title":"Focusing on the Future, Together","post_excerpt":"Andrew Boni shares his thoughts for the future of Iterable and the community as he steps into the role of CEO. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"andrew-boni-focusing-on-the-future-together","to_ping":"","pinged":"","post_modified":"2021-05-13 13:50:01","post_modified_gmt":"2021-05-13 20:50:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26251","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 13, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/051321_Andrew-Boni_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051321_Andrew-Boni_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051321_Andrew-Boni_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051321_Andrew-Boni_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/andrew-boni-focusing-on-the-future-together\/"},{"ID":26225,"post_author":"35","post_date":"2021-05-12 11:02:30","post_date_gmt":"2021-05-12 18:02:30","post_content":"<p>If you've been around our content recently, you might have noticed a theme of <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<\/p>\r\n<p>As part of our effort to highlight these professionals, I'm excited to announce the kickoff of our brand new interview series, \"Dream It, Build It, Make It.\" In this series, I'll be diving deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.\u00a0<\/p>\r\n<p>The customer experience goes beyond the moment of purchase, and the guests I chat with show how granular and personalized you can truly get when focusing on the right things. We're all in this together, so what better way to collaborate than sharing ideas?<\/p>\r\n<p>First up, the co-founders of Neuro, <a href=\"https:\/\/getneuro.com\/\" target=\"_blank\" rel=\"noopener\">makers of functional gum and mints<\/a> to improve energy, clarity and focus.\u00a0<\/p>\r\n<h3>Meet Ryan and Kent From Neuro<\/h3>\r\n<p>In our chat, Ryan Chen and Kent Yoshimura covered a range of topics from building trust in the brand-customer relationship to being authentic when taking a stance on social issues. As a company that has committed to giving 1% of everything back, Neuro\u2014and Ryan and Kent\u2014feel strongly about instilling the personalities of the Neuro team in the overarching brand persona. It's less about a brand and more about the emotional connection with those behind the scenes.<\/p>\r\n<p>Also of note, we discussed how to tackle systemic issues. As Asian American founders, Ryan and Kent have felt the impact of the recent uptick in violence towards the AAPI community and made strides to give back in a meaningful and lasting way. The first step: authentically presenting oneself each and every day, not just during the designated days of recognition. Impact happens when <a href=\"https:\/\/iterable.com\/blog\/aapi-heritage-month-become-an-ally-with-email-marketing\/\" target=\"_blank\" rel=\"noopener\">consistency and transparency are present<\/a>.<\/p>\r\n<p>Impact also happens when collaboration happens. The team at Neuro has worked with dozens of other organizations like KIND Snacks to give back to communities and combat systemic inequalities throughout society.<\/p>\r\n<p>I could transcribe the whole thing here, but they say it so much better than I can! Give it a watch or a listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/CBh15rcHpoc[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>This is only the beginning of \"Dream It, Build It, Make It.\" 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 <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How Neuro Is Leading Change for Customers and Community","post_excerpt":"Neuro\u00a0puts personality and values into their brand mission. Take a listen to find out how they're leading change for customers and community.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"neuro-leading-change-customers-community","to_ping":"","pinged":"","post_modified":"2021-05-12 11:02:30","post_modified_gmt":"2021-05-12 18:02:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26225","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 12, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":13,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dream It Build It Make It Neuro\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/neuro-leading-change-customers-community\/"},{"ID":26152,"post_author":"79","post_date":"2021-05-10 10:17:17","post_date_gmt":"2021-05-10 17:17:17","post_content":"<p>After over a year of living\u2014and working\u2014through a pandemic, we\u2019re honored to be <a href=\"https:\/\/www.bizjournals.com\/sanfrancisco\/subscriber-only\/2021\/05\/07\/best-places-to-work-in-the-bay-area-4.html?b=1620329995%5E21903582\" target=\"_blank\" rel=\"noopener\">ranked third<\/a> on the midsize companies list of 2021 Bay Area Best Places to Work. While this may be our fourth time on the list, this year, in particular, is an important milestone for us. As we entered unfamiliar territory with COVID-19, we wanted to ensure our employees had everything they needed to not only get through the pandemic, but prosper in it.\u00a0<\/p>\r\n<p>We\u2019re dedicated to our culture and, at its core, our values. Relying on Trust, Humility, Balance and a Growth Mindset to guide how we conduct ourselves and our business has led to our supportive, employee-focused work environment.<\/p>\r\n<h3>Trusting Each Other<\/h3>\r\n<p>Switching to a completely remote workforce requires trust. Yes, leadership needs to trust the employees to execute tasks efficiently and effectively from home, but employees need to be able to trust leadership as well. Without an in-office presence, it\u2019s important for us to keep leadership decisions transparent within the organization.\u00a0<\/p>\r\n<p>During our weekly Town Hall Zoom meetings, for example, we always ensure there\u2019s time set aside for Q&amp;A. Anyone can ask anything through the lens of our values. This open format allows employees to directly connect with the leadership team.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #34c3f2;\"><em>\"Companies benefit when they put forth strenuous effort to strengthen and maintain trust. It's part of the molecular DNA of a great culture. At Iterable, we leverage our weekly Leadership AMA at Town Hall using <a class=\"c-link\" style=\"color: #34c3f2;\" href=\"http:\/\/sli.do\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"http:\/\/Sli.to\" data-sk=\"tooltip_parent\">Sli.do<\/a> to amplify our value of trust. We receive an average of some 100 questions and sentiments monthly. Providing outlets for Iterators to create real-time feedback loops drives engagement and a sense of belonging, which ultimately builds trust.\"<\/em><\/span><\/p>\r\n<p><img class=\"alignnone size-full wp-image-26193\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Nicole.png\" alt=\"Bay Area Best Places to Work Nicole Watkins Quote\" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Staying Humble<\/h3>\r\n<p>To stay grounded in what\u2019s happening around us\u2014outside of Iterable\u2014and keep an open dialogue, we have created Affinity Groups. Our Affinity Groups, which are founded and run by employees, aim to bring various perspectives, issues and conversations to the forefront. These groups work separately, and together, to ensure members of the Iterable team feel represented, included and educated on how to be a better ally.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_26201\" align=\"alignnone\" width=\"1500\"]<img class=\"size-full wp-image-26201\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Meet-the-AG-Leaders-_-FINAL.png\" alt=\"\" width=\"1500\" height=\"900\" \/> Our Affinity Group leaders make sure everyone feels welcome.[\/caption]\r\n\r\n<p>In addition, Iterable strives to be a responsible global citizen. We understand we\u2019re merely part of a bigger picture and we need to do everything in our power to contribute to the betterment of our planet. This past Earth Day, for example, Iterable planted trees on behalf of our customers and worked as a collective group in our own communities to clean up our neighborhoods.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #59c1a7;\"><em>\"There are a lot of companies that take their values very seriously, but I have found few companies that are willing to embody those values as completely as Iterable.\u00a0<\/em><\/span><\/p>\r\n<p><span style=\"color: #59c1a7;\"><em>While our growth has been remarkable, I think the most breathtaking aspect of Iterable is our ability to remain humble and never waver from what motivates our direction. Iterable has fostered a sense of respect and responsibility for the world around us as global citizens and everyday we are encouraged to live through the lens of these values.\"<\/em><\/span><\/p>\r\n<p><img class=\"alignnone wp-image-26173 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Ryan.png\" alt=\"Ryan Glavor Quote \" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Maintaining a Work\/Life Balance<\/h3>\r\n<p>Since the line between home and office was erased during COVID-19, it was important for us to give employees time to decompress. During the pandemic it was decided that everyone would have the first Friday of every month off. We refer to these as Balance Days because we want to highlight the importance of taking time for yourself, especially given what we\u2019ve all gone through in the past year.\u00a0<\/p>\r\n<p>As a result of implementing Balance Days, we\u2019ve seen an increase in both morale and productivity. We even have a Balance-themed Slack channel where we share what we did during our time off to get to know each other on a more personal level. Balance Days have been so beneficial for our team, they\u2019re now a permanent fixture on the Iterable calendar.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #ef3d55;\"><em>\"Balance Days are something that I never experienced before coming to Iterable. I think they are one of the many signs that Iterable truly cares about their employees. I was hired and onboarded during the pandemic, and having built-in days to focus on regeneration and self-care were just so important. It was a wonderful surprise when it was announced that Balance Days would be kept as an employee benefit, indefinitely! I deeply value our Balance Days and I am so grateful for this company, our values that we live by, and the constant support from our leadership. \"\u00a0<\/em><\/span><\/p>\r\n<p><img class=\"alignnone size-full wp-image-26179\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Caitlyn.png\" alt=\"Caitlyn Vestal Quote Bay Area Best Places to Work\" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Continuing to Grow<\/h3>\r\n<p>While we were all working from home, Iterable continued to grow our team and add members, like Caitlyn, to the Iterable family. However, in the past year we adapted our onboarding process to keep employees safe while still creating a welcoming experience.\u00a0<\/p>\r\n<p>With our fully remote onboarding in place, employees are now mailed everything they may need to get started on their first day. And, in order to simulate an in-office experience, each new employee gets sent a welcome box filled with fun Iterable swag, which would normally be waiting for them on their desk at the office.\u00a0<\/p>\r\n<p>Remote onboarding has its challenges and it\u2019s definitely not the same as being in an office together, but we\u2019re hoping our remote onboarding efforts have made the transition as easy as it can be until we\u2019re all back under one roof.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #6a266d;\"><em>\"Remote onboarding has been an exciting challenge. It\u2019s really what the cohort decides to make of it. I\u2019m there to facilitate and try to make it as engaging as possible. Mainly, I just want to share the company culture a bit so folks know they\u2019ve made the right decision to join us.\u00a0<\/em><\/span><\/p>\r\n<p><span style=\"color: #6a266d;\"><em>With each new cohort, I like to treat each hire as another human-being who is doing their best during a global pandemic. #Balance and #Trust are key. To me, the humanistic culture is what makes Iterable stand out. I\u2019ve been pleasantly surprised by how much leadership continues to put resources towards the PEOPLE.\"\u00a0<\/em><\/span><\/p>\r\n<p><img class=\"alignnone size-full wp-image-26185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Anne.png\" alt=\"Anne Brandt Bay Area Best Places to Work Quote\" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Proud to Put People First\u00a0<\/h3>\r\n<p>When fully remote, it\u2019s tougher to keep connections between employees. First and foremost, however, we\u2019re people, not just employees or even Iterators. We\u2019re people with lives, families, challenges, needs and wants. Putting our values first as an organization helps us ensure that we\u2019re not only treating employees well, but we\u2019re treating people well.\u00a0<\/p>\r\n<p>Treating people well means prioritizing diverse perspectives and, with that, understanding the value of an open dialogue between all members of the Iterable community. We\u2019re proud to uphold our values and aim to empower Iterators to grow both personally and professionally.<\/p>\r\n<p><em>If you\u2019re interested in joining the Iterable family, check out the <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers page<\/a> for open positions!<\/em><\/p>","post_title":"Iterable Named a 2021 Bay Area Best Places to Work","post_excerpt":"We\u2019re honored to be a 2021 Bay Area Best Places to Work. Iterable prioritizes putting our people first while living our company values.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-a-2021-bay-area-best-places-to-work","to_ping":"","pinged":"","post_modified":"2021-05-10 10:40:53","post_modified_gmt":"2021-05-10 17:40:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26152","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 10, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Bay Area Best Places to Work\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-a-2021-bay-area-best-places-to-work\/"},{"ID":26065,"post_author":"79","post_date":"2021-05-06 09:19:59","post_date_gmt":"2021-05-06 16:19:59","post_content":"<p>May is <a href=\"https:\/\/asianpacificheritage.gov\/\" target=\"_blank\" rel=\"noopener\">Asian American and Pacific Islander Heritage Month<\/a>. In 2021, it comes at a fraught time in the U.S. as attacks on Asian Americans and Pacific Islanders, particularly elders and women, have soared.<\/p>\r\n<p><a href=\"https:\/\/adage.com\/article\/cmo-strategy\/how-marketers-are-responding-surging-aapi-hate-crimes-live-blog\/2322801\" target=\"_blank\" rel=\"noopener\">Brands have taken public stands<\/a> by donating to causes or issuing \"We Stand With\" statements. But, as with <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a> and <a href=\"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a>, brands can do more to demonstrate solidarity with their customers.<\/p>\r\n<p>Brands should leverage the intimacy of the inbox to begin recasting their messaging for authenticity and empathy. Email is an excellent starting point for a wider corporate effort to become more inclusive and deliver those messages to a valuable audience: their subscribers.<\/p>\r\n<h3>Leverage Email for Brand Activity<\/h3>\r\n<p>Attacks and discrimination against AAPI communities have risen exponentially during the pandemic, which some politicians and media commentators used to scapegoat Asian Americans.<\/p>\r\n<p><a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop Asian Hate recorded 3,795 \"hate incidents\u201d<\/a>\u2014from verbal assaults and discrimination to physical attacks\u2014from March 2020 through February 2021. This number doesn't include the March murders at several Atlanta-area spas, where six of those killed were Chinese and Korean women.<\/p>\r\n<p>That tragedy galvanized an outpouring of anger and support for AAPI communities and calls for action from groups like <a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop Asian Hate<\/a> and <a href=\"https:\/\/asiasociety.org\/blog\/asia\/term\/20983\" target=\"_blank\" rel=\"noopener\">Asia Society on Racism<\/a>.<\/p>\r\n<p>These brand statements are often posted on social media, but brands can use email as a powerful channel to increase AAPI representation in day-to-day brand messages.<\/p>\r\n<p>The inbox is a brand's direct connection to its audience. It\u2019s also the natural conduit to share how the brand is actively bringing about cultural changes to reduce fear, prejudice and racism.<\/p>\r\n<h3>4 Steps for Inclusive Messaging<\/h3>\r\n<p>Now that we\u2019ve established email as the correct conduit for your brand\u2019s intentional messaging, it\u2019s time to learn how to integrate the channel into your workflow. Follow the next steps to integrate inclusive messaging, and ensure your brand lands well with your customers (right at the top of their inbox).<\/p>\r\n<h4>1. Change begins with representation.<\/h4>\r\n<p>Don\u2019t wait for systematic progress to change your companies\u2019 culture! Challenging the status quo can start with your next email campaign.<\/p>\r\n<p>Who's in your email images? Do you use a diverse range of people in your messaging all year long? Or do you include them only at Diwali or Lunar New Year?<\/p>\r\n<h4>2. Quality control your calendar.<\/h4>\r\n<p>Take your mindset of active accountability and allyship to your marketing calendar and ensure the days that your brand is celebrating are inclusive, not exclusive. There are some holidays, like Independence Day (July 4) , that celebrates the freedom of most Americans, but not all Americans.<\/p>\r\n<p>You don\u2019t have to fully remove these instances from your marketing and editorial calendar, but take the time to ensure your campaigns recognize, support and celebrate all audiences to respect the experiences of marginalized communities.<\/p>\r\n<h4>3. Understand the different communities within the AAPI designation.<\/h4>\r\n<p>The latest edition of the AP Stylebook, which is the standard reference work for copy editors, journalists and writers of all kinds, has been updated to include <a href=\"https:\/\/www.poynter.org\/reporting-editing\/2021\/ap-stylebook-expands-asian-american-terms-revises-entry-on-disabilities\/\" target=\"_blank\" rel=\"noopener\">this recommendation<\/a> among others: \"Avoid using Asian as shorthand for Asian American when possible.\"<\/p>\r\n<p>\"Asia\" and \"Pacific Islands\" include people who are natives or claim heritage in five to six wide regions. Beyond China, Japan and Korea (East Asia), they can also include India and Pakistan (South Asian), the Philippines, Guam and Samoa (Hawaii and the Pacific islands), Vietnam and Thailand (Southeast Asia) and Afghanistan and Kyrgyzstan (Central Asia). (See <a href=\"https:\/\/www.api-gbv.org\/resources\/census-data-api-identities\/\" target=\"_blank\" rel=\"noopener\">this explainer<\/a> for the complete list.)<\/p>\r\n<p>Members of AAPI communities do not think and act like a solid bloc. A <a href=\"https:\/\/aapidata.com\/2020-survey\/\" target=\"_blank\" rel=\"noopener\">2020 survey<\/a> by AAPI Data found striking differences in political preferences and concerns among Chinese, Japanese, Vietnamese, Korean and other communities.<\/p>\r\n<h4>4. Collaborate with your communities.<\/h4>\r\n<p>The best way to eliminate stereotyping and misrepresentation in your messages is to have a diverse leadership and marketing team with members of underrepresented communities involved in creating or vetting your messaging.<\/p>\r\n<p>If diverse teams are not your reality yet, ask for help and guidance from advocacy groups within your company and beyond it. These can help you make sure you are putting out the right message\u2014at the right time. They also can help avoid sending out messages that can be misconstrued or offend, however inadvertently.<\/p>\r\n<p>Returning to the Lunar New Year example: This holiday, once referred to mainly as Chinese New Year, is celebrated throughout countries in and beyond Southeast Asia under various names. Focusing solely on the Chinese experience can negate the holiday experience for Korean, Indonesian or Thai customers. Including other cultural references can make your messages more meaningful.<\/p>\r\n<h3>5 Email Examples<\/h3>\r\n<h4>1. Glow Recipe<\/h4>\r\n<p>Glow Recipe's email is a blueprint for engaging customers in working against anti-Asian racism, and not just because it is a personal matter for the co-owners. In picturing its Clubhouse discussion leaders, the brand illustrates the diverse backgrounds and concerns of Asian Americans.<\/p>\r\n\r\n[caption id=\"attachment_26066\" align=\"alignnone\" width=\"424\"]<img class=\"size-full wp-image-26066\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Glow.png\" alt=\"Glow AAPI email\" width=\"424\" height=\"1600\" \/> <em>Glow Recipe helps further cultural understanding by inviting customers to listen to people tell their \"lived experiences.\" Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/699edbe2-ea88-3499-0dbd-3311266cf419\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Goldune<\/h4>\r\n<p>Goldune's email, sent on May 1, demonstrates how a brand can navigate a potentially tricky area as it rethinks its messaging around social and cultural issues. The email combines recognition and resources with an editor's note that explains why Goldune is not going the usual route of promoting items by AAPI makers.<\/p>\r\n\r\n[caption id=\"attachment_26072\" align=\"alignnone\" width=\"598\"]<img class=\"size-full wp-image-26072\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Goldune.png\" alt=\"Goldune AAPI Email\" width=\"598\" height=\"1476\" \/> <em>Goldune's email puts community over brand with its editor\u2019s note on AAPI Heritage Month. Source: Goldune<\/em>[\/caption]\r\n\r\n<h4>3. Grubhub<\/h4>\r\n<p>Instead of just focusing on the food to promote AAPI-owned restaurants, Grubhub's email turns the spotlight on the makers. This email features photos and quotes from two women restaurateurs, doubling the visibility at a time when AAPI women are more likely to sustain racial attacks.<\/p>\r\n\r\n[caption id=\"attachment_26078\" align=\"alignnone\" width=\"385\"]<img class=\"size-full wp-image-26078\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Grubhub.png\" alt=\"Grubhub AAPI Email\" width=\"385\" height=\"1600\" \/> <em>Grubhub also uses its email to encourage donations to support AAPI-owned restaurants affected by the pandemic. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/85c4b3fe-237c-11db-fed9-90192f74e226\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Casetify<\/h4>\r\n<p>Casetify's email, sent after the Atlanta spa shootings, departs from much of the usual brand messaging by promoting its alliance with Stop AAPI Hate. The email contains a sales promotion but notes the company would donate proceeds to the cause.<\/p>\r\n\r\n[caption id=\"attachment_26084\" align=\"alignnone\" width=\"403\"]<img class=\"wp-image-26084 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Casetify.png\" alt=\"Casetify Email Example\" width=\"403\" height=\"1323\" \/> <em>Casetify's email is a good example of balancing the need to generate sales with allying with a cause. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/c6c9b4c5-a699-f099-56fb-41fc405d8513\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>5. Our Place<\/h4>\r\n<p>Asian Americans and Pacific Islanders represent a wide range of countries. Cookware manufacturer Our Place highlights Laotian cooking in its email, and the brand regularly features cooks from Black, indigenous and other communities of people of color.<\/p>\r\n\r\n[caption id=\"attachment_26090\" align=\"alignnone\" width=\"432\"]<img class=\"wp-image-26090 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Our-Place.png\" alt=\"Our Place Email Example\" width=\"432\" height=\"1600\" \/> <em>Our Place's message: One pan, many cuisines. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/5b264337-e28d-25e8-b036-67a9723081f6\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>Dear Brands: Allyship Matters More Than Ever<\/h3>\r\n<p>We all have a role to play when it comes to acknowledging injustice, elevating voices and driving for change. Brands and businesses can take action as an ally and support the AAPI community by baking diversity and inclusion in their culture.<\/p>\r\n<p>Here are some more ways to show up as an ally:<\/p>\r\n<h4>1. Proactively learn about discrimination and challenges than AAPIs continue to face.<\/h4>\r\n<p>Read about the struggles of AAPI communities, like why they continue to be minimized. Learn also about the relationship the AAPI community has with the United States.<\/p>\r\n<ul>\r\n\t<li>How the <a href=\"https:\/\/www.npr.org\/sections\/codeswitch\/2017\/04\/19\/524571669\/model-minority-myth-again-used-as-a-racial-wedge-between-asians-and-blacks\" target=\"_blank\" rel=\"noopener\">Model Minority Myth<\/a> continues to perpetuate the conversation around AAPI, despite rising inequities within the community<\/li>\r\n\t<li><a href=\"https:\/\/asiasociety.org\/race-racism\" target=\"_blank\" rel=\"noopener\">Asia Society On Racism<\/a><\/li>\r\n\t<li><a href=\"https:\/\/asianpacificheritage.gov\/\" target=\"_blank\" rel=\"noopener\">Asian Pacific American Heritage Month<\/a><\/li>\r\n<\/ul>\r\n<h4>2. Take action to increase workplace diversity.<\/h4>\r\n<p>Having a diversity of backgrounds at all levels of the company leads to <a href=\"https:\/\/hbr.org\/2016\/11\/why-diverse-teams-are-smarter\" target=\"_blank\" rel=\"noopener\">enhanced innovation and creativity<\/a>, better and more holistic decision-making and problem-solving, and ultimately a stronger and more well-rounded team.<\/p>\r\n<p>At Iterable, we commit to increasing the number of women and underrepresented genders and underrepresented minorities in people manager and individual contributor roles at Iterable to 50% and 20%, respectively, by the end of the year (2021).<\/p>\r\n<h4>3. Build an inclusive culture at work.<\/h4>\r\n<p>Creating a culture of inclusivity empowers your workforce. Affinity Groups, which are employee-created and managed groups of people sharing a common purpose, community or interest, build safe and creative spaces for employees at Iterable.<\/p>\r\n<p>In celebration of AAPI Heritage Month, our Asian and Pacific Islander Affinity Group will be hosting events, sharing resources, and creating additional opportunities for educated discussions.<\/p>\r\n<h4>4. Support your local communities.<\/h4>\r\n<p>Giving back\u2014in time and financial support\u2014is a great way to support a cause. To help AAPI communities build strength and resilience, find ways to support them. Here are just a few resources to get started:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.gofundme.com\/f\/support-aapi-community-fund\" target=\"_blank\" rel=\"noopener\">AAPI Community Fund<\/a><\/li>\r\n\t<li><a href=\"https:\/\/asianpacificfund.org\/make-an-impact\/covid19-recovery-fund\/\" target=\"_blank\" rel=\"noopener\">Asian Pacific Fund COVID-19 Recovery Fund<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.asianmhc.org\/\" target=\"_blank\" rel=\"noopener\">Asian Mental Health Collective<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.nqapia.org\/\" target=\"_blank\" rel=\"noopener\">National Queer Asian Pacific Islander Alliance<\/a><\/li>\r\n<\/ul>\r\n<p>Standing up for AAPI communities is not a marketing moment. It's about doing the right thing. And you shouldn\u2019t wait to speak up! Start now to encourage story sharing and community evolution. Spark conversations with your marketing to enable those authentic stories and movements to emerge.<\/p>","post_title":"AAPI Heritage Month: Become an Ally With Email Marketing","post_excerpt":"May is Asian Americans and Pacific Islanders (AAPI) Heritage Month. This post shows the value of diversity while offering tips for creating inclusive messaging and how to be an ally. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"aapi-heritage-month-become-an-ally-with-email-marketing","to_ping":"","pinged":"","post_modified":"2021-05-06 09:45:14","post_modified_gmt":"2021-05-06 16:45:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26065","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 06, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AAPI Heritage Month Featured Image\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/aapi-heritage-month-become-an-ally-with-email-marketing\/"},{"ID":26021,"post_author":"79","post_date":"2021-05-05 09:56:07","post_date_gmt":"2021-05-05 16:56:07","post_content":"<p>Your customer database is the foundation for the work that you do. Whether you\u2019re building cross-channel customer journeys, A\/B testing email messaging, or using AI-based insights to power decisions, you\u2019re likely leveraging customer attributes, insights, and engagement history to power your workflows.<\/p>\r\n<p>Although customer data has become more available, many growth teams still struggle with aspects of data quality management such as data consistency across systems, identity resolution, and data planning, often relying on engineering for support. In fact, <a href=\"https:\/\/hbr.org\/2018\/04\/if-your-data-is-bad-your-machine-learning-tools-are-useless\" target=\"_blank\" rel=\"noopener\">a 2018 Harvard Business Review study<\/a> found that only 3% of surveyed companies had acceptable data quality standards.<\/p>\r\n<p>Growth teams with sound data quality management processes, on the other hand, are able to make data-driven decisions with more confidence and launch campaigns with greater efficiency. This post will walk through why customer data quality matters, the components of customer data quality you should be focusing on, and how a Customer Data Platform (CDP) can help you simplify data quality management.<\/p>\r\n<h3>Why Data Quality Matters<\/h3>\r\n<p>In today\u2019s customer-driven era, personalized customer experiences have become the customers\u2019 expectation. With the releases of Apple\u2019s App Tracking Transparency and legislations such as GDPR\/CCPA, customers have also become more aware of the value they are gaining from exchanging their data for personalized experiences. For marketers, this introduces a challenge \u2014 a mistargeted message can lead customers not only to disengage but also to lose trust in your brand.<\/p>\r\n<p>As customer data is the foundational asset with which you make targeting decisions, a lack of data quality at the start of the data pipeline can result in inaccurate messaging throughout your campaigns. Additionally, if you\u2019re leveraging ML predictive intelligence to drive your targeting, the quality of recommendations generated will only be as good as the customer database that your models are trained on.<\/p>\r\n<p>Even when data quality issues are caught, engineering teams often need to be called upon to remedy errors with one-off transformations, consistency checks across tools, and implementation updates, pulling them away from core development.<\/p>\r\n<p>With a system in place for data quality management, however, you\u2019re able to deliver targeted campaigns faster and with more confidence. For any paid campaigns, the increased targeting accuracy will make your campaigns more cost-efficient.<\/p>\r\n<h3>What does a high-quality customer database look like?<\/h3>\r\n<p>When managing customer data quality, here are a few characteristics to focus on:<\/p>\r\n<h4>Consistency, Accuracy, and Compliance<\/h4>\r\n<p>As customer events, attributes, and insights are collected from different digital touchpoints and cloud feeds, data points are often formatted differently. For example, a tool may be implemented to collect a user\u2019s first name from your iOS app as `firstName`, but implemented to collect the first name from Android as `First_name`. Such inconsistencies can make it difficult to build audience segments and activate campaigns within that tool.<\/p>\r\n<p>To maintain customer data quality, it\u2019s important to ensure that customer data points are implemented consistently across channels.<\/p>\r\n<p>Accuracy and completeness of data is also critical. If the data points attached to each customer profile are not correct or up-to-date, there will be a detrimental impact on downstream campaigns, analysis, and modeling.<\/p>\r\n<p>Furthermore, you need to make sure the data you\u2019ve collected is done so in compliance with all regulations. mParticle and Iterable have tools to help maintain compliance like <a href=\"https:\/\/docs.mparticle.com\/guides\/consent-management\/\" target=\"_blank\" rel=\"noopener\">Consent Management<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360059545771-Release-Notes-April-8-2021-\" target=\"_blank\" rel=\"noopener\">SMS Opt-Out<\/a>, respectively.<\/p>\r\n<h4>Accessibility<\/h4>\r\n<p>Teams across the organization from marketing, product, analytics, engineering, to support, all need to leverage customer data to make decisions. Even the most robust customer database is not worth much if key stakeholders cannot access it when they need to. When access to data is democratized, multiple teams are able to work off the same, high-quality data set, and make strategic decisions.<\/p>\r\n<p>It\u2019s also important that growth teams are enabled to make updates to their data pipeline, such as changing how audiences are built or which events are available in each tool, without having to request engineering support. This data independence allows you to get campaigns to market much faster and allows engineering to stay focused on core development.<\/p>\r\n<h4>Single View of the Customer<\/h4>\r\n<p>Growth teams need insights on customer interests and engagement history to inform strategic decisions. Without cross-channel data unified to single customer profiles, you\u2019re left stitching data across systems and marrying known and anonymous profiles manually\u2014a laboursome and inefficient process.<\/p>\r\n<p>Often, teams struggle to build high-quality customer profiles for two reasons: data is inaccessible or exists in silos across various systems, and\/or events and key actions such as cart abandonment can't be reconciled to individual user profiles.<\/p>\r\n<p>To activate your customer data for marketing initiatives and support compliance with GDPR and CCPA, it\u2019s important to have a system in place that allows you to unify cross-channel data to single customer profiles, control how known and anonymous profiles are merged, and enrich those profiles with engagement events.<\/p>\r\n<p>Using mParticle\u2019s <a href=\"https:\/\/docs.mparticle.com\/guides\/idsync\/introduction\" target=\"_blank\" rel=\"noopener\">IDSync<\/a> in conjunction with Iterable\u2019s nested data structure and <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation capabilities<\/a> keeps your customer profiles organized for greater impact in your personalization strategies.<\/p>\r\n<h4>Data Schema Validation<\/h4>\r\n<p>As your customer data set grows in complexity (more events, more channels), it can be extremely difficult to catch mis-logged events as they\u2019re collected in real time. Although your team may have established a data plan that catalogs the data points you are expecting to collect, data can easily be implemented inconsistently across channels or \u2018fat-fingered\u2019 when being logged.<\/p>\r\n<p>Simplify data quality management by having a monitoring system, like mParticle\u2019s <a href=\"https:\/\/www.mparticle.com\/platform\/detail\/data-master\" target=\"_blank\" rel=\"noopener\">Data Master<\/a>, in place that enables you to flag data plan violations as your data is collected. As errors arise, you\u2019ll be able to inspect the issue and work with your engineers to get it resolved.<\/p>\r\n<h3>Connecting With Iterable<\/h3>\r\n<p>For any customer-first organization, the point of collecting data is using it to deliver better customer experiences. While the systems used to ingest and validate customer data are critical, equally important are the tools used to activate that data and deliver engaging experiences.<\/p>\r\n<p>mParticle\u2019s Event and Audience integrations with Iterable enable you to send high-quality customer data to Iterable via a user-friendly connection, where it can then be used to power personalized experiences across channels. Additionally, mParticle\u2019s Iterable Feed integration allows you to forward engagement events across email, in-app message, sms, and push channels from Iterable back into mParticle, where they\u2019re tied to centralized mParticle customer profiles to keep your data consistent, organized, and actionable.<\/p>\r\n<p>The limiting factor of any data-driven campaign will be the quality of data used to power that campaign. With mParticle and Iterable, you\u2019re able to automate data quality protection, control how data is forwarded to Iterable without developer support, and use your data to deliver better experiences to your customers.<\/p>\r\n<p><em>For more, dive deeper into the <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/206352466-Integrating-with-mParticle\" target=\"_blank\" rel=\"noopener\">Iterable and mParticle integration<\/a>.<\/em><\/p>","post_title":"The Value of Prioritizing Customer Data Quality","post_excerpt":"This post will walk through why customer data quality matters, the components to focus on, and how a CDP helps you simplify data management.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"value-of-prioritizing-customer-data-quality","to_ping":"","pinged":"","post_modified":"2021-05-05 09:56:07","post_modified_gmt":"2021-05-05 16:56:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26021","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 05, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"prioritizing customer data quality\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/value-of-prioritizing-customer-data-quality\/"},{"ID":25955,"post_author":"79","post_date":"2021-05-04 10:18:52","post_date_gmt":"2021-05-04 17:18:52","post_content":"<p>It\u2019s safe to say that marketing today looks quite different than it has in the past\u2014or even just a year ago. Technological advancements and market changes have created a more connected and knowledgeable customer\u2014one that desires to be seen and heard by the brands they love.<\/p>\r\n<p>Customers increasingly expect brands to understand them as humans and deliver individualized, empathetic experiences in relation to their lifestyles and preferences. Brands that are able to convey genuine human connections and empathy across their digital messaging will be the ones who retain customers, gain new ones and turn them all into brand advocates.<\/p>\r\n<p>Simply put, providing human-centered customer experiences is the key to connecting with your customers and understanding them as individuals. One of the quickest ways to do just that is Brand Affinity\u2122, our <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">intelligent personalization solution powered by Iterable AI<\/a>.<\/p>\r\n<p>Brand Affinity helps marketers understand their customers beyond their discrete actions and tune into their customers\u2019 feelings. It gives you a holistic look at engagement across all of your messaging and calculates a score that indicates how likely each contact is to interact with future marketing messages. We then pipe the data through our AI and label each of your customers with either a loyal, positive, neutral, negative or unscored based on how engaged they are with your brand\u2019s messaging.<\/p>\r\n<p>Understanding sentiment can be challenging, but with Brand Affinity it becomes exponentially easier. We\u2019ve compiled a few examples below of how you can leverage Brand Affinity to intelligently translate customer engagement across channels into deeper, more meaningful connections with your customers.<\/p>\r\n<h3>Leveraging Brand Affinity for a Better Customer Experience<\/h3>\r\n<h4>1. Improving Customer Retention and Loyalty<\/h4>\r\n<p>They say <a href=\"https:\/\/technologyadvice.com\/blog\/marketing\/why-retention-is-the-new-acquisition\/\" target=\"_blank\" rel=\"noopener\">customer retention is the new acquisition<\/a>. Brand Affinity is designed to help brands maximize retention with their most loyal customers while mitigating against churn with at-risk users.<\/p>\r\n<p>For example, imagine you're a retailer gearing up for your annual summer sale and looking to send out an exclusive offer to your VIPs as a little something extra to say thank you. Inside Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation<\/a> engine, you can build out criteria to generate the precise list you\u2019re looking for. These criteria can be tailored to your needs, but here\u2019s an example of what it could look like:<\/p>\r\n<ul>\r\n\t<li>Customers who are 18 years or older<\/li>\r\n\t<li>Those with an LTV greater than $500<\/li>\r\n\t<li>With a least 1 purchase in the last 180 days<\/li>\r\n\t<li>And with the loyal Brand Affinity label, showing that they\u2019re actively tuned into your regular messaging<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_25956\" align=\"alignnone\" width=\"1067\"]<img class=\"size-full wp-image-25956\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Segmentation_BA_Blog_1.png\" alt=\"Segmentation_BA_Blog_#1\" width=\"1067\" height=\"452\" \/> <em>The Brand Affinity filter allows your segmentation to reach new levels of granularity.<\/em>[\/caption]\r\n\r\n<p>With the Brand Affinity filter, we have added in an extra sentimental layer that intelligently translates customer engagement into a dynamic contact property. Now, this target group is exclusively focused on customers who are regularly engaging with the brand and true advocates. By saving this audience as a dynamic list, you can ensure anyone that meets the criteria at the time of send receives this special offer.<\/p>\r\n<p>Now, let\u2019s say you are a subscription-based company that relies on annual memberships and recurring revenue. Customer retention and mitigating churn are critical for your business to increase customer lifetime value. By leveraging Brand Affinity\u2019s neutral and negative labels, you can zero in on customers who have disengaged with your messaging and are at risk of churn.<\/p>\r\n<p>Using <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">Workflow Studio<\/a>, you can create and automate a monthly triggered workflow to deliver nurture campaigns to re-engage customers using a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/209619926-Workflow-Filters\" target=\"_blank\" rel=\"noopener\">split node<\/a> with Brand Affinity.<\/p>\r\n\r\n[caption id=\"attachment_25962\" align=\"alignnone\" width=\"605\"]<img class=\"wp-image-25962 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/BA_Blog_Reengagement_Workflow-2.png\" alt=\"Brand Affinity_Blog_Reengagement_Workflow #2\" width=\"605\" height=\"1034\" \/> <em>Segmenting by Brand Affinity labels like \u201cneutral\u201d or \u201cnegative\u201d can be just as valuable for LTV as \u201cloyal\u201d and \u201cpositive.\u201d<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">Increasing LTV<\/a> is a key indicator of a successful customer experience. Using Brand Affinity to more closely segment your customers to their sentiment ensures a positive impact on your retention and loyalty metrics.<\/p>\r\n<h4>2. Increasing Transactional Conversions for Mobile<\/h4>\r\n<p>Retaining customers for continued engagement is important and useful, but transactional conversions are\u2014in many cases\u2014the goal. Brand Affinity is also incredibly useful in driving conversions.<\/p>\r\n<p>Let\u2019s say you\u2019re a mobile app services company focused on retaining active customers with the app and driving incremental orders. With a majority of transactions and engagement taking place on mobile devices within your app, you can use Brand Affinity to power intelligent and personalized push messages to increase order rates, lower uninstalls and increase transactional conversions.<\/p>\r\n<p>One way to do this is through an event workflow triggered by a cart abandonment. Using a similar split node to the last use case, you can deliver a timely push message to loyal and positive affinity customers with an incentivized offer, while sending a nurture email to those users who may not be as engaged with your mobile marketing messaging.<\/p>\r\n\r\n[caption id=\"attachment_25968\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-25968\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/BA_Blog_Cart_Abandonment_Mobile-3.png\" alt=\"BA_Blog_Cart_Abandonment_Mobile\" width=\"600\" height=\"768\" \/> <em>Brand Affinity labels are another way to tailor your messaging, creating a more personalized experience.<\/em>[\/caption]\r\n\r\n<p>In doing so, you are ensuring customers receive relevant messages via the channels that work best for them based on their sentiment and engagement levels.<\/p>\r\n<h4>3. Repairing Deliverability Issues<\/h4>\r\n<p>Nobody wants to end up in the spam folder. At the very least, you want your audience to see your message. In that vein, Brand Affinity can help resolve deliverability and sender reputation issues that cause emails to be blocked or placed in that dreaded spam folder.<\/p>\r\n<p>Maybe you\u2019re a media company that heavily relies on email as a channel to drive revenue and you suddenly see open rates drop for Gmail, which comprises more than 60% of your active email audience.<\/p>\r\n<p>One of the more tried and true tactics to improve deliverability is to focus on your most active and engaged users to boost your positive reputation and help shift the mailbox provider\u2019s sophisticated algorithms perception of your emails.<\/p>\r\n<p>With Brand Affinity, you can create an audience segment for Gmail users who have either a neutral, negative or unscored affinity label and save it as a dynamic list to exclude these users from campaigns where this suppression list is applied.<\/p>\r\n\r\n[caption id=\"attachment_25986\" align=\"alignnone\" width=\"980\"]<img class=\"size-full wp-image-25986\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Optional-4-GIF-Gmail_Suppress_List_BA_Blog_GIF.gif\" alt=\"(Optional #4 GIF) Gmail_Suppress_List_BA_Blog_GIF\" width=\"980\" height=\"752\" \/> <em>Strategic segmentation such as this can greatly improve your deliverability and reputation, making it easier to retain customers.<\/em>[\/caption]\r\n\r\n<p>By holding out Gmail users who are disengaging with your messaging, you increase the likelihood of improving your positive engagement signals and resolving your Gmail spam issue.<\/p>\r\n<h4>4. Individualizing Campaign Content Experience<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">Dynamic content<\/a> is key pillar of personalizing the customer experience. Not all content is relevant for everyone in your database.<\/p>\r\n<p>Since Brand Affinity is used to fill out the user profile, it can be applied anywhere in the Iterable platform that other user profile fields can be used, including personalizing campaign experiences through dynamic content.<\/p>\r\n<p>Imagine you are a travel and hospitality company that focuses on personalizing message content to match customers with experiences. Inside our message builder, you can create different experiences to offer your customers within the same campaign by incorporating affinity labels into conditional logic.<\/p>\r\n<p>In this example below, you could offer an extra 15% off your next booking for loyal and positive customers while creating a fallback offer for all other affinity customers.<\/p>\r\n\r\n[caption id=\"attachment_26001\" align=\"alignnone\" width=\"1000\"]<img class=\"size-full wp-image-26001\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/AC_BA_preview-with-data-5.gif\" alt=\"Brand Affinity_preview with data #5\" width=\"1000\" height=\"564\" \/> <em>Personalization based on sentiment can drive increased conversions and engagement across the spectrum of your audience.<\/em>[\/caption]\r\n\r\n<p>By incorporating Brand Affinity into dynamic content strategies, brands can easily create more personalized customer experiences to deliver the right content based on customer sentiment.<\/p>\r\n<h3>Versatility at Your Fingertips<\/h3>\r\n<p>We want to bring the power of Iterable AI to your fingertips, so we have intentionally designed Brand Affinity to be integrated across the Iterable platform to deliver highly personalized experiences at every stage of the customer journey.<\/p>\r\n<p>The examples above are just the tip of the iceberg. There are <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">numerous ways<\/a> to take advantage of Brand Affinity to easily personalize customer experiences at every stage of the lifecycle. It\u2019s only limited by the ways in which sentiment factors into your customer experience strategies!<\/p>\r\n<p><em>If you would like to learn more about Brand Affinity or any of Iterable\u2019s AI products, please contact your Customer Success Manager or visit <a href=\"https:\/\/www.iterable.com\/ai\" target=\"_blank\" rel=\"noopener\">iterable.com\/ai<\/a> for more information and schedule a demo.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"4 Ways Brand Affinity\u2122 Improves Customer Experience","post_excerpt":"Brand Affinity is the key to a human-centered customer experience. Here are just four ways you can improve your customer personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-brand-affinity-improves-customer-experience","to_ping":"","pinged":"","post_modified":"2021-05-04 10:18:52","post_modified_gmt":"2021-05-04 17:18:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25955","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 04, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Brand Affinity use cases\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/"},{"ID":25942,"post_author":"38","post_date":"2021-04-30 14:04:11","post_date_gmt":"2021-04-30 21:04:11","post_content":"","post_title":"From the Ground Up: Your Guide to Evolving Email Personalization","post_excerpt":"Hear why Blockchain.com is doubling down on their customer experience and applying proven personalization tactics to improve the 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Join B-Corp leaders to learn how to balance building a business and making an impact.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-authenticity-age-what-it-means-to-be-a-mission-driven-brand","to_ping":"","pinged":"","post_modified":"2021-04-30 13:33:55","post_modified_gmt":"2021-04-30 20:33:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25861","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/the-authenticity-age-what-it-means-to-be-a-mission-driven-brand"},{"ID":25851,"post_author":"38","post_date":"2021-04-30 11:29:38","post_date_gmt":"2021-04-30 18:29:38","post_content":"","post_title":"Activate Keynote: Building Human Connection in a Digital World","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"activate-keynote-building-human-connection-in-a-digital-world","to_ping":"","pinged":"","post_modified":"2021-04-30 13:26:10","post_modified_gmt":"2021-04-30 20:26:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25851","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/keynote-building-human-connection-in-a-digital-world"},{"ID":25732,"post_author":"43","post_date":"2021-04-21 17:48:29","post_date_gmt":"2021-04-22 00:48:29","post_content":"<p>Since 1956, Jersey Mike\u2019s has been serving delicious, made-to-order sub sandwiches to hungry diners. What started as a small, independent shop in Point Pleasant, New Jersey has now grown to nearly 2,000 locations worldwide. As its brick-and-mortar footprint expanded, Jersey Mike's recognized the need to marry its legacy in-store experience to the demands of today's digital-first consumers.<\/p>\r\n<p><span style=\"font-weight: 400;\">Join Kelly McGee, Director of Digital Marketing, as she shares how:<\/span><\/p>\r\n<ul>\r\n\t<li>Jersey Mike\u2019s transformed its digital experience to embrace consumer expectation<\/li>\r\n\t<li>The right tech stack laid the foundation for a unified customer experience<\/li>\r\n\t<li>They leverage data to deliver personalized, cross-channel messages that build loyalty<\/li>\r\n<\/ul>","post_title":"Hungry for Transformation: How Jersey Mike\u2019s Created a Unified Customer Experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"jersey-mikes-hungry-for-transformation","to_ping":"","pinged":"","post_modified":"2021-06-02 10:56:24","post_modified_gmt":"2021-06-02 17:56:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=25732","menu_order":3,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 21, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/jersey-mikes-hungry-for-transformation\/"},{"ID":25646,"post_author":"79","post_date":"2021-04-21 10:07:22","post_date_gmt":"2021-04-21 17:07:22","post_content":"<p>So you\u2019re ready to upgrade your marketing technology stack? It\u2019s a big undertaking, but one that can be endlessly fruitful, especially if you choose technologies that integrate seamlessly.<\/p>\r\n<p>No matter the onus behind your adventure into a modern martech stack\u2014new resources, scalability, data management, inefficiencies\u2014one thing rings true: you\u2019re making a change for the betterment of your team and business overall.<\/p>\r\n<p>The first step is acknowledging the need. Now you get the fun task of researching the <a href=\"https:\/\/chiefmartec.com\/2020\/04\/marketing-technology-landscape-2020-martech-5000\/\" target=\"_blank\" rel=\"noopener\">thousands of available martech tools<\/a>!<\/p>\r\n<p>Once you\u2019ve established the core needs of your business, you can begin conversations with some of your top choices.<\/p>\r\n<p>We <a href=\"https:\/\/iterable.com\/webinars\/5-truths-kahoot-learned-while-integrating-their-martech-stack\/\" target=\"_blank\" rel=\"noopener\">recently sat down<\/a> with Arnbj\u00f8rn Marklund, Senior Customer Journey Manager at <a href=\"https:\/\/kahoot.com\/\" target=\"_blank\" rel=\"noopener\">Kahoot!<\/a>, and Mike Rhodes, Founding Director at <a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener\">ConsultMyApp<\/a>, to discuss the process of creating an integrated martech stack and the five truths Kahoot! learned along the way.<\/p>\r\n<p>When evaluating technologies for your martech stack, these are five truths you have to address to ensure success.<\/p>\r\n<h3>The 5 Truths for Martech Stack Success<\/h3>\r\n<h4>Truth #1: You need a thorough RFP process<\/h4>\r\n<p>The Request For Proposal (RFP) process is integral to building a martech stack that is seamless, integrated and successful in the near- and long-term.<\/p>\r\n<p>When kicking off the RFP process, make sure you go in armed with the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/\" target=\"_blank\" rel=\"noopener\">right questions<\/a>. Tailor these questions to your use case too. Which channels are you evaluating for use? What other tools do you have in place that you use regularly and would like to integrate with the new ones?<\/p>\r\n<p>The game-based learning platform Kahoot!, for example, saw massive growth in their app so when evaluating martech platforms, cross-channel capabilities were high on the list of priorities. Further, the ability to integrate with the mobile-specific platforms in place became a deciding factor.<\/p>\r\n<p>The key to the RFP process is recognizing that you have needs now, but these are fluid and will change as you scale. Can the vendor you\u2019re evaluating meet your needs now and grow with you? It\u2019s better to know this answer before diving into a relationship.<\/p>\r\n<h4>Truth #2: Make user stories or business cases part of your RFP<\/h4>\r\n<p>Everyone loves a good story. A story provides context. It adds stakes to actions. In your RFP process, contextualizing your needs in the form of user stories or business cases helps pressure test the compatibility with your goals.<\/p>\r\n<p>In doing so, you\u2019re voicing the \u201cwhy\u201d behind the features and capabilities you\u2019re seeking from your martech stack.<\/p>\r\n<p>When telling the story, you are analyzing if the tool in question would actually work as you\u2019d expect. \u201cYeah we can do that!\u201d is not enough in this situation. Ask the vendor to walk you through how they would achieve that. Not only are you testing the platform\u2019s capabilities, but also the potential partnership you\u2019d have with the vendor\u2014an underrated, oft-overlooked aspect of martech stack success.<\/p>\r\n<h4>Truth #3: Get the integration right<\/h4>\r\n<p>You\u2019ve selected the right technology for your business. Now the implementation and integration process begins. The <a href=\"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/\" target=\"_blank\" rel=\"noopener\">migration to a new martech stack<\/a> can be daunting, but not if you prepare yourself and your teams beforehand.<\/p>\r\n<p>The integration, in particular, requires cross-functional communication and collaboration internally and externally. Kahoot! scheduled weekly meetings to set goals and align internal resources across the engineering and marketing organizations to make sure everyone was on the same page.<\/p>\r\n<p>ConsultMyApp, experts in mobile marketing, recommends a phased approach, rather than a \u201cbig bang\u201d where you hit a proverbial on-switch and all of the systems light up in unison. Take your time and focus on the process, getting each step right. Few things are more frustrating than having to go back 3-5 steps in the process to fix something that is hindering progress.<\/p>\r\n<p>Get everyone up to speed. Align goals internally and externally. Don\u2019t rush the integration.<\/p>\r\n<h4>Truth #4: Work on quick wins<\/h4>\r\n<p>To paraphrase the old adage, don\u2019t focus on the result, focus on the journey. Upgrading your martech stack has an end goal in mind. You are undoubtedly working towards a level of efficiency that your previous stack could only dream of.<\/p>\r\n<p>That\u2019s awesome! It\u2019s important to work towards that, but also don\u2019t forget the small wins in the process that propel you forward. A good way to look at this is this: by looking at new martech options, you should first look at the basics. Can the new platforms do the basics well in a way that makes them seem...well...basic?<\/p>\r\n<p>A quick win for Kahoot! was getting email campaigns right. They wanted to drive feature awareness and convert free users to paying customers. When vetting new martech, something straightforward like an email campaign helped identify which vendors prioritized ease-of-use.<\/p>\r\n<p>Much like Truth #3, here you also want to take a phased approach. Quick wins do wonders in demonstrating ROI and value.<\/p>\r\n<h4>Truth #5: Get to know your customer success contacts<\/h4>\r\n<p>Truth 5A could really be \u201cyou are not alone\u201d in the martech stack upgrade process. The selection of new technologies does not end once the implementation is complete. There is no handing over of the keys and saying \u201cit\u2019s yours now.\u201d<\/p>\r\n<p>You\u2019re embarking on a new partnership by selecting new martech platforms. Get to know your customer success (CS) contacts. Make sure you are able to collaborate effectively and that these support branches understand your business case inside and out.<\/p>\r\n<p>It\u2019s also a great way to differentiate vendors. Is your CS manager local to your time zone? Is the vendor a large or small organization? The answer could be helpful in understanding the level of support available to you.<\/p>\r\n<p>Don\u2019t be afraid to ask these types of questions to make sure you will be taken care of. With 100% certainty, you will encounter something post-integration that you didn\u2019t think of during the RFP process. It happens. Will your vendor be there to support you?<\/p>\r\n<h3>Finding the Devil in the Details<\/h3>\r\n<p>In the interest of truth, upgrading your martech stack will probably be somewhat stressful. The considerations for your business are vast and the available tools are numerous.<\/p>\r\n<p>But it\u2019s all about your mindset and preparedness. Focus on the five truths above and you will already be well on your way to finding the right tools for you.<\/p>\r\n<p><em>Learn more about these five truths by <a href=\"https:\/\/iterable.com\/webinars\/5-truths-kahoot-learned-while-integrating-their-martech-stack\/\" target=\"_blank\" rel=\"noopener\">watching our webinar<\/a> with Kahoot! and ConsultMyApp, and if you want to learn more about migrating to Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>! We'd be happy to discuss the details of upgrading your martech stack.<\/em><\/p>","post_title":"Upgrading Your MarTech Stack: 5 Must-Know Truths From Kahoot!","post_excerpt":"When evaluating technologies for your martech stack, these are five truths you have to address to ensure long-term success.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"upgrading-your-martech-stack-5-must-know-truths-kahoot","to_ping":"","pinged":"","post_modified":"2021-04-21 10:07:22","post_modified_gmt":"2021-04-21 17:07:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25646","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Upgrading Your MarTech Stack: 5 Must-Know Truths\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/upgrading-your-martech-stack-5-must-know-truths-kahoot\/"},{"ID":25645,"post_author":"79","post_date":"2021-04-20 13:18:49","post_date_gmt":"2021-04-20 20:18:49","post_content":"<p>While having customer data is vital, the challenge for marketers then becomes figuring out how to use it. The right combination of tools in your tech stack allows you to focus on extracting customer insights from the data rather than getting distracted by the process of collecting it.<\/p>\r\n<p>The problem for many marketers then becomes understanding how the data can be contextualized in the customers\u2019 lifecycle. What do these granular data points tell you about the customer as an individual? If your data is spread across platforms that aren\u2019t communicating, the process of bringing it all together can be tedious. By the end, you\u2019re burnt out and can\u2019t bear to look at another spreadsheet.<\/p>\r\n<p>There\u2019s no hard-and-fast \u201cright\u201d method or template to modernize your tech stack, but there are some tools and techniques that can be implemented to help you improve data collection processes to get the most out of your customer data.<\/p>\r\n<h3>The Challenges of an Antiquated Tech Stack in a Growing Business\u00a0<\/h3>\r\n<p>As companies grow, numerous efficiency issues can arise. The goal of creating a consistent, seamless journey for users can become more and more challenging as new tools are introduced, creating new silos of data that sometimes don\u2019t communicate with one another. On top of that, in a time of growth, businesses set even loftier marketing goals to utilize new channels through which they can reach their customers.<\/p>\r\n<p>The combination of rapid growth and siloed communication between tools is often the ultimate catalyst for tech stack modernization.<\/p>\r\n<p>For example, Matt Naturman, Associate Marketing Manager of Lifecycle Marketing at <a href=\"https:\/\/www.care.com\/\" target=\"_blank\" rel=\"noopener\">Care.com<\/a>, a platform for finding quality family care, cited this exact lack of communication as the reason for modernizing Care.com\u2019s tech stack.<\/p>\r\n<p>Matt said that as a result of the siloed communication:<\/p>\r\n<ul>\r\n\t<li>The engineering team was bogged down with uploading data to multiple platforms.<\/li>\r\n\t<li>The marketing team was spending all of their time trying to create cross-channel campaigns without a consistent data source.<\/li>\r\n\t<li>And the analysts were feverishly trying to piece together a 360\u00b0 view of the customer.\u00a0<\/li>\r\n<\/ul>\r\n<p>As brands continue to grow, creating <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customer journey maps<\/a> and testing and analyzing data more efficiently becomes increasingly more important. Having the right combination of technologies that communicate effectively becomes crucial to scaling personalized campaigns.<\/p>\r\n<h3>Improving Cross-Channel Efficiency With Iterable and Amplitude<\/h3>\r\n<p>A big factor of the communication breakdown that happens in many stacks is the utilization of multiple channels. Maintaining a seamless customer journey across channels is necessary, but can become difficult when using disparate systems for each channel.\u00a0<\/p>\r\n<p>That\u2019s where Care.com turned to Iterable and Amplitude for help. Paired with <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a>, Iterable allows marketing teams to get a user-friendly view of cross-channel campaign performance while understanding each customer at an individual level.\u00a0<\/p>\r\n<p>In essence, Care.com created an information loop. With Amplitude, they set up alerts to know when metrics within a chart perform outside of a designated range. Matt, for example, set up alerts to inform his team when the number of abandoned cart emails sent increased or decreased 10%, compared to the previous day. Using alerts, the team could monitor metrics more quickly and efficiently to garner insights and capture campaign performance.<\/p>\r\n<p>Then, via Iterable, these quick campaign insights can be used in real time for <a href=\"https:\/\/iterable.com\/blog\/roadblocks-successful-ab-testing\/\" target=\"_blank\" rel=\"noopener\">testing across multiple channels<\/a>. Test. Analyze. Test. Analyze. Rinse and repeat.<\/p>\r\n<p>This efficiency kept insights available in real time to gather more detailed data about each customer and trigger personalized communications based on their actions.<\/p>\r\n<h3>Showing Impact Through Data<\/h3>\r\n<p>Thanks to the <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">seamless integration between Iterable and Amplitude<\/a>, brands can quickly gain access to a clearer view of how their marketing communications are directly impacting product use.<\/p>\r\n<p>Specifically, with Amplitude\u2019s funnel charts, marketers can see how customers interacted with an email and then, in turn, how those emails performed against KPIs.<\/p>\r\n\r\n[caption id=\"attachment_25618\" align=\"alignnone\" width=\"1528\"]<img class=\"size-full wp-image-25618\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Slide-13-Care-Presentation-Blog.png\" alt=\"Modernized tech stack care.com\" width=\"1528\" height=\"634\" \/> <em>Funnel charts in Amplitude paint a clear picture of the effectiveness of Care.com's marketing messages.<\/em>[\/caption]\r\n\r\n<p>Matt\u2019s team uses Iterable and Amplitude, in tandem, to constantly test and optimize. For example, users often expect follow-up messaging after they abandon their carts. Matt wanted to understand the impact of using multiple channels and sending a <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notification<\/a> alongside the abandoned cart email.<\/p>\r\n\r\n[caption id=\"attachment_25612\" align=\"alignnone\" width=\"725\"]<img class=\"size-full wp-image-25612\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-19-at-3.12.54-PM.png\" alt=\"Care.com workflow\" width=\"725\" height=\"722\" \/> <em>Testing the abandoned cart workflow in Iterable demonstrated the benefits of sending early push notifications.<\/em>[\/caption]\r\n\r\n<p>The results of the test showed that sending the push notification earlier in the<a href=\"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/\" target=\"_blank\" rel=\"noopener\"> abandoned cart workflow<\/a> resulted in a statistically significant conversion rate.<\/p>\r\n<p>Since the Iterable and Amplitude integration allows for quicker testing and easier access to data and test results, impactful conclusions can be drawn faster. This, ultimately, speeds up customer experience optimization.<\/p>\r\n<h3>A Tech Stack That Strives for Efficiency<\/h3>\r\n<p>Tech stack modernization gives brands the ability to test quickly, giving your team more time to analyze the data and understand the users as individuals. Like we said at the top, there is no template for the best way to do this, but the best place to start is by identifying efficiency gaps.<\/p>\r\n<p>Where is data slipping through the cracks? What sort of visibility is lacking when analyzing your customer journey?<\/p>\r\n<p>Iterable and Amplitude work together for companies like Care.com to enable that visibility into data to allow for customized alerts, cross-channel testing, quick insights and more\u2014all with the added benefit of more quickly implementing changes for an optimized marketing strategy.<\/p>\r\n<p>Consumers are increasingly expecting a unified customer experience. Having the right tech stack in place opens the door for new personalization opportunities, which is better for you and your customers.<\/p>\r\n<p><em>To get the full story and see more experiments Matt was able to run with Iterable + Amplitude, <a href=\"https:\/\/iterable.com\/webinars\/care-com-tech-stack-powers-smarter-campaigns\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>","post_title":"How and Why Care.com Modernized Their Tech Stack","post_excerpt":"There\u2019s no \u201cright\u201d way to modernize your tech stack, but there are some tools and techniques you can implement to get the most out of your data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-and-why-care-modernized-tech-stack","to_ping":"","pinged":"","post_modified":"2021-04-20 13:23:02","post_modified_gmt":"2021-04-20 20:23:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25645","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 20, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"How and Why Care.com Modernized Their Tech Stack\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/how-and-why-care-modernized-tech-stack\/"},{"ID":25433,"post_author":"74","post_date":"2021-04-19 03:58:58","post_date_gmt":"2021-04-19 10:58:58","post_content":"<p>Experiences are tied to memories. Good or bad, you remember how an experience makes you feel. For the customer experience, this memory can make or break the customer\u2019s decision whether to interact with your brand again.<\/p>\r\n<p>The truth is in the pudding with research showing that brands with better customer experience see 5.7 X more revenue than competitors with weaker customer experience.<\/p>\r\n<p>Join our on-demand fireside chat with Holistic Email Marketing, Gap Clothing &amp; Caleres where they dive into how to enhance your customer experience.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The role AI plays in transforming your customer experience<\/li>\r\n\t<li>How to build trust with your customers to grow your business<\/li>\r\n\t<li>Real examples that you can incorporate into your strategy today!<\/li>\r\n<\/ul>","post_title":"How to Enhance the Customer Experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-enhance-the-customer-experience","to_ping":"","pinged":"","post_modified":"2021-04-23 10:33:20","post_modified_gmt":"2021-04-23 17:33:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=25433","menu_order":5,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 19, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8561,"name":"Dreamers","slug":"dreamers","term_group":0,"term_taxonomy_id":8561,"taxonomy":"resource_type","description":"","parent":8523,"count":3,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","dreamers","webinar"],"term_names":["DBM Campaign","Dreamers","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/how-to-enhance-the-customer-experience\/"},{"ID":25506,"post_author":"79","post_date":"2021-04-15 13:22:16","post_date_gmt":"2021-04-15 20:22:16","post_content":"<p>Traditionally, <a href=\"https:\/\/iterable.com\/blog\/everything-retail-marketing\/\" target=\"_blank\" rel=\"noopener\">retail marketing<\/a> relied in no small part on transactional volume. Businesses aimed to increase volume with a \u201cquantity, not quality\u201d mentality. Nowadays, quality customers\u2014aka repeat purchasers\u2014have a huge impact on a company\u2019s bottom line.<\/p>\r\n<p>The current focus is how much value the customer provides to the brand for the duration of their entire relationship with the brand, also known as the <a href=\"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/\" target=\"_blank\" rel=\"noopener\">customer lifetime value (LTV)<\/a>.<\/p>\r\n<p>Alongside the shift towards understanding the individual customer, there have been strides towards a digital transformation. Brands are supplementing their traditional marketing channels with digital marketing channels and, with this cross-channel strategy, creating a more holistic view of each customer\u2019s behavior and preferences.<\/p>\r\n<p>Prioritizing the customer as an individual and incorporating a cross-channel marketing approach can have a major impact on a customer\u2019s LTV. How? Let\u2019s get into it.<\/p>\r\n<h3>Reach Customers Where They Are<\/h3>\r\n<p>There can be unique business uses for each of the different marketing channels but the key is understanding how your customer, as an individual, uses each channel. Communicating with your customers in a way that they\u2019re comfortable with is crucial to optimizing your strategy and, in turn, can increase customers\u2019 LTV.<\/p>\r\n<h4>Marketing Channels<\/h4>\r\n<p>Here\u2019s a quick refresher on some of the channels available to marketers to increase LTV:<\/p>\r\n<ul>\r\n\t<li><strong>Email:<\/strong> Often <a href=\"https:\/\/iterable.com\/blog\/ready-restart-email-marketing-operations\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> takes the form of welcome campaigns, abandoned cart emails, and other promotional campaigns. With a consistently high ROI, email communication is an important tool for any marketing team.<\/li>\r\n\t<li><strong>Push Notifications:<\/strong> On both mobile and web, <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> are compiled into a notification center. On top of that, these notifications are separate from the often over-populated email inbox\u2014they stand out.<\/li>\r\n\t<li><strong>SMS:<\/strong> <a href=\"https:\/\/iterable.com\/blog\/eye-opening-mobile-marketing-stats\/\" target=\"_blank\" rel=\"noopener\">SMS messaging<\/a> allows you to send marketing messages directly to customers. Instead of inundating them with promos and coupons, this channel can be adapted to be more conversational and personal, like a text exchange with a friend.<\/li>\r\n\t<li><strong>In-App:<\/strong> <a href=\"https:\/\/iterable.com\/blog\/4-mobile-marketing-channels\/\" target=\"_blank\" rel=\"noopener\">In-app messaging<\/a> is a direct line of communication with users who are already in your app. If the customers are browsing in an app, <a href=\"https:\/\/iterable.com\/customers\/uphabit\" target=\"_blank\" rel=\"noopener\">meet them where they are<\/a> and connect with them via in-app messages to guide them through their shopping journey.<\/li>\r\n\t<li><strong>Mobile Inbox:<\/strong> A <a href=\"https:\/\/iterable.com\/blog\/introducing-mobile-inbox\/\" target=\"_blank\" rel=\"noopener\">mobile inbox<\/a> is almost like an email inbox except that it lives within your mobile app. While in-app messaging is good for \u201cact now\u201d messaging, your mobile inbox can be used to store non-urgent, but helpful information for customers as they navigate your app.<\/li>\r\n\t<li><strong>Direct Mail:<\/strong> <a href=\"https:\/\/iterable.com\/blog\/5-reasons-direct-mail-marketing-budget\/\" target=\"_blank\" rel=\"noopener\">Direct mail<\/a> represents the physical marketing assets you send directly to customers\u2019 homes. These often incorporate promo codes or coupons to engage customers. There is an emotional aspect to direct mail as well\u2014 people get excited about opening their mail.<\/li>\r\n<\/ul>\r\n<p>Remember: just because each channel has traditionally been used for a specific purpose, doesn\u2019t mean they can\u2019t be used in new ways to best fit the customers\u2019 needs. Bloomingdale\u2019s, for example, uses push notifications for their mobile welcome campaign. Since this campaign was related to a download of the Bloomingdale's app, a push notification made more sense than email.<\/p>\r\n\r\n[caption id=\"attachment_25507\" align=\"alignnone\" width=\"1096\"]<img class=\"wp-image-25507 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-14-at-9.20.12-AM.png\" alt=\"bloomingdale's cross-channel messaging\" width=\"1096\" height=\"286\" \/> <em>Sending an app welcome campaign via push notifications creates a seamless customer experience.<\/em>[\/caption]\r\n\r\n<p>A cross-channel approach like this takes user behavior into account to better understand where they are most active with your brand and, therefore, can positively impact LTV. Once you establish how you\u2019ll be connecting with your customers, the next step is to figure out what you\u2019re going to do with this opportunity now that you have their attention.<\/p>\r\n<h3>Collect Data Through Customer Interactions<\/h3>\r\n<p>Whenever a customer interacts with your brand, it\u2019s a chance for additional data collection.<\/p>\r\n<p>Cross-channel data collection gives you the opportunity to replicate the in-store experience for your customer. But, instead of one salesperson in-store asking questions, think of this as the collaboration of a panel of salespeople, each one contributing different information to paint a more complete picture of your customer.<\/p>\r\n<p>For example, if you know a customer bought a green dress in-store, you could send them an email featuring other items that pair well with that exact dress. Then, if they click on the shoes you featured, you know the customer may be interested in buying shoes and you can send them a push notification promoting the newest shoe collection.<\/p>\r\n<p>Through cross-channel marketing, you have the ability to constantly collect data to gain visibility into not only what your customer buys, but how they shop. Being attuned to your customers\u2019 interests and wants ensures that a single transaction isn\u2019t the end of the road for your relationship with the customer.<\/p>\r\n<p>With multiple streams of data collection, there\u2019s always a jumping off point to go somewhere new with an existing customer to increase their LTV.<\/p>\r\n<h3>Personalize Messaging to Create Brand Stickiness<\/h3>\r\n<p>Now that you can reach your customers where they are and you\u2019ve begun collecting the data, it\u2019s easier to create <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2020\/05\/27\/marketers-need-to-optimize-across-not-within-channels\/?sh=2af0ed56c9d4\" target=\"_blank\" rel=\"noopener\">personalized cross-channel messaging<\/a> that engages your customer.<\/p>\r\n<p><a href=\"https:\/\/www.renttherunway.com\/\" target=\"_blank\" rel=\"noopener\">Rent the Runway<\/a>, an online service that provides designer dress and accessory rentals, uses in-app messaging paired with previously collected user data to send an in-app message with a birthday promo code.<\/p>\r\n\r\n[caption id=\"attachment_25513\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-25513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/IMG_3842.png\" alt=\"Rent the Runway birthday promo\" width=\"1125\" height=\"2436\" \/> <em>Personalized, in-app messaging promotes app engagement and can increase customer LTV.<\/em>[\/caption]\r\n\r\n<p>Rather than sending another email, a retail brand can take advantage of the data they\u2019ve collected via their app or website to create a personalized, succinct and helpful notification for their users.<\/p>\r\n<p>When a customer feels like the brand knows who they are, <a href=\"https:\/\/www.retaildive.com\/spons\/how-relevant-messaging-impacts-customer-retention-and-loyalty\/554962\/#:~:text=According%20to%20the%20data%2C%20marketers,the%20brands%20that%20provide%20it.\" target=\"_blank\" rel=\"noopener\">they\u2019re less likely to churn<\/a>. As Business 2 Community said, \u201c<a href=\"https:\/\/www.business2community.com\/consumer-marketing\/why-the-future-of-retail-starts-and-ends-with-ltv-02397354\" target=\"_blank\" rel=\"noopener\">People do business with people who they know, like and trust.<\/a>\u201d<\/p>\r\n<h3>Increasing Retail Customers\u2019 LTV with Cross-Channel Messaging<\/h3>\r\n<p>According to Harvard Business review, \u201c<a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener\">Acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one.<\/a>\u201d Increasing LTV matters.<\/p>\r\n<p>Retail brands should strive to nourish their existing customer relationships in order to create genuine connections and ensure their customers continue to make purchases. Quality over quantity.<\/p>\r\n<p>With the right tools in place, retail marketers can connect with their existing customers where they are, collecting vast amounts of customer data and using that data to create personalized messaging.<\/p>\r\n<p><em>To see how Iterable can improve your cross-channel customer experience for greater LTV, take a look at our recent <a href=\"https:\/\/iterable.com\/activate\/_schedule\/breaking-down-data-barriers-with-an-unmatched-mobile-strategy\/\" target=\"_blank\" rel=\"noopener\">Activate Live session from Cars.com<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"How Cross-Channel Marketing Impacts LTV for Retail Customers","post_excerpt":"Prioritizing the customer as an individual and incorporating a cross-channel marketing approach can have a major impact on a customer\u2019s LTV. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-cross-channel-marketing-impacts-ltv-for-retail-customers","to_ping":"","pinged":"","post_modified":"2021-04-15 13:22:16","post_modified_gmt":"2021-04-15 20:22:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 15, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Increasing Retail Customer LTV\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/"},{"ID":25462,"post_author":"79","post_date":"2021-04-14 11:05:38","post_date_gmt":"2021-04-14 18:05:38","post_content":"<p>With much of the world unable to shop in-store like it used to, <a href=\"https:\/\/www.mckinsey.com\/business-functions\/strategy-and-corporate-finance\/our-insights\/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever#\" target=\"_blank\" rel=\"noopener\">brands were forced to adapt<\/a> over the past year and the old adage held true: necessity breeds invention. Out of the necessity to go digital, many brands are looking at app development to enhance their customer experience.<\/p>\r\n<p>And, with the increased interest, app development has evolved.<\/p>\r\n<p>As part of <a href=\"https:\/\/apppromotionsummit.com\/london\/\" target=\"_blank\" rel=\"noopener\">App Promotion Summit\u2019s APS London (WFH)<\/a>, Iterable\u2019s Senior Director of Customer Success, Eloise Shuttleworth had the opportunity to chat with experts in the field to get their insights on how app development and app engagement have changed over the past year.<\/p>\r\n<p>The panel included Lea Samrani, Product Lead at <a href=\"https:\/\/uptime.app\/\" target=\"_blank\" rel=\"noopener\">Uptime<\/a>, a quick-learning platform; Amrick Chauhan, Lead Product Manager at <a href=\"https:\/\/www.which.co.uk\/\" target=\"_blank\" rel=\"noopener\">Which?<\/a>, a consumer information non-profit; and Jasper Law, Senior Product Manager at <a href=\"https:\/\/www.moonpig.com\/\" target=\"_blank\" rel=\"noopener\">Moonpig<\/a>, a personalized greeting card company.<\/p>\r\n\r\n[caption id=\"attachment_25484\" align=\"alignnone\" width=\"1874\"]<img class=\"size-full wp-image-25484\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-03-26-at-2.26.05-PM.png\" alt=\"panel for app development takeaways\" width=\"1874\" height=\"1060\" \/> <em>Eloise Shuttleworth (top left), Lea Samrani (top right), Amrick Chauhan (bottom left) and Jasper Law (bottom right).<\/em>[\/caption]\r\n\r\n<p>Here are some of the key takeaways from their conversation.<\/p>\r\n<h3>Why Have an App?\u00a0<\/h3>\r\n<p>Apps can create a unique customer experience compared to a mobile or desktop site. Not only is communication through apps different, but the way customers interact with apps is vastly different from how they interact with a website.<\/p>\r\n<h4>1. Push notifications can \u201ccut through the noise of emails.\u201d<\/h4>\r\n<p>In addition to separating your brand from the overwhelming tidal wave of emails customers receive, Jasper also mentioned that <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> should serve a purpose.<\/p>\r\n<p>Moonpig sends customers push notifications about upcoming family members\u2019 birthdays. These push notifications are personalized and directly tied to Moonpig\u2019s product, allowing users to go from the push into the app to buy a card.<\/p>\r\n<p>It never hurts to get on grandma\u2019s good side.<\/p>\r\n\r\n[caption id=\"attachment_25490\" align=\"aligncenter\" width=\"300\"]<img class=\"wp-image-25490 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Moonpig.jpeg\" alt=\"personalized message for app engagement\" width=\"300\" height=\"649\" \/> <em>Adding a personal touch improves the experience. Source: <a href=\"https:\/\/apps.apple.com\/gb\/app\/moonpig-shop-cards-gifts\/id393730279\" target=\"_blank\" rel=\"noopener\">apps.apple.com<\/a>.<\/em>[\/caption]\r\n\r\n<h4>2. You can engage with users differently on an app versus a mobile site.\u00a0<\/h4>\r\n<p>Amrick pointed out one example of this: hardware integrations. An app can seamlessly use the phone\u2019s camera to scan products or take photos, providing an additional layer of value to the consumer. Little changes like these can take the experience up a notch.<\/p>\r\n<h4>3. Having an app on the users\u2019 home screens creates a deeper relationship with consumers.\u00a0<\/h4>\r\n<p>Amrick also mentioned that because <a href=\"https:\/\/www.inc.com\/john-brandon\/these-updated-stats-about-how-often-we-use-our-phones-will-humble-you.html\" target=\"_blank\" rel=\"noopener\">the average person unlocks their phone up to 150 times a day<\/a>, having your brand\u2019s logo on users\u2019 home screens can prime them and create brand familiarity. Customers are more likely to use your brand in the future because they recognize your logo.<\/p>\r\n<p>Push notifications can set your brand apart through personalization and overall experience. While customers are used to getting emails, having helpful push notifications tailored to their experience creates a bond between your brand and your app users.<\/p>\r\n<h3>Acquisition vs. Retention: Which Is the Focus for App Development?\u00a0<\/h3>\r\n<p>Acquiring new app users can be costly, especially since prompting a download can be challenging. However, for app development specifically, focusing on retention can help compensate for that initial acquisition cost.<\/p>\r\n<h4>1. There\u2019s no point in acquiring users if people don\u2019t stay on the app.<\/h4>\r\n<p>If you're not creating an experience that has customers engaged in the app\u2014which for Uptime is synonymous with their product\u2014why would you continue to invest in bringing new people into that environment? \u201cRetention is a latent indicator of success,\u201d said Lea. Identify your app\u2019s value drivers and push those to the forefront to maintain engagement.<\/p>\r\n<h4>2. Defined early metrics determine what will trigger future retention.<\/h4>\r\n<p>For Uptime, that metric is completing a \u201chack.\u201d A hack is a five-minute story to help a member easily understand a topic. Lea\u2019s team learned that if customers complete a hack their retention rate is much higher because they're experiencing the full product as it\u2019s meant to be experienced. Understanding which interactions with your app lead to further engagement is step one to increasing retention.<\/p>\r\n<p>Retention efforts focus on the user\u2019s <a href=\"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/\" target=\"_blank\" rel=\"noopener\">lifetime value (LTV)<\/a>. Once users have the app on their phone, the priority is keeping them engaged via individualized communication and experiences. Getting a new user to download the app isn\u2019t the finish line\u2014it\u2019s the starting line.<\/p>\r\n<h3>Is There Value in Gamifying Your App?<\/h3>\r\n<p>Gamification can be helpful when it comes to getting your users to engage with your app. With that said, it has to make sense for the ways in which users move through your app and brand experience.<\/p>\r\n<h4>1. It\u2019s less about gamifying the app and \u201cmore about creating a rewarding experience.\u201d<\/h4>\r\n<p>With Uptime, for example, the goal is to reward people for learning something. Gamifying for gamification\u2019s sake is unnecessary if it doesn\u2019t add value to the user\u2019s experience.<\/p>\r\n<h4><strong>2. There\u2019s value in creating an emotional experience.<\/strong><\/h4>\r\n<p>Jasper pointed out that there\u2019s so much delight and playfulness in mobile games, but e-commerce can often be so boring.<\/p>\r\n<p>So at Moonpig, they added confetti to the purchase confirmation page. Jasper noted this could be seen as \u201cnaff\u201d (a.k.a. tacky or unfashionable for us non-Brits), but it adds something to the user's experience and creates an emotional response.<\/p>\r\n<p>Eliciting emotion creates a connection with your users. With gamification, customers may become proud of themselves when they achieve a task or happy when they see confetti after making a purchase. The emotion tied to gamification is a driving force behind app engagement.<\/p>\r\n<h3>How Can A Personalized Customer Experience Influence App Success?\u00a0<\/h3>\r\n<p>A personalized customer experience is all about understanding each user as an individual and piecing together a 360\u00b0 view for every one of them. If a shopper is using your app, the app is part of their overall experience.\u00a0<\/p>\r\n<h4>1. Personalization is the number one priority.<\/h4>\r\n<p>Moonpig has the ability to customize the user experience based on the vast amount of customer data it\u2019s collected over the past 20 years.<\/p>\r\n<p>However, Jasper said the focus right now is simply personalizing the app experience based on what the customer did during their last session. Because apps are often used in multiple, short sessions, Moonpig\u2019s goal is \u201cconnecting multiple, snackable sessions.\u201d Just because you have the data, doesn\u2019t mean it will all be useful as you iterate through different strategies.<\/p>\r\n<h4>2. Gathering data and then dissecting it to understand what it\u2019s telling you about the customer journey is key.<\/h4>\r\n<p>Jasper said, \u201cWe know that returning customers tend to take a bit longer than new customers...I think [returning customers] are browsing more, maybe a new customer comes to us because they\u2019re like, \u2018Oh crap! I need to get a card instantly.\u2019\u201d<\/p>\r\n<h4>3. Focus on finding a balance between quick wins and bigger undertakings to tailor your app to what your customers really need.<\/h4>\r\n<p>Customer feedback will likely result in finding bugs and product suggestions. Not only that, customer feedback can provide a wealth of insights into what your customers are looking for from your product or the overall experience. Amrick recommends organizing different types of customer feedback by priority to avoid being overwhelmed while still making strides towards personalization.<\/p>\r\n<p>The customer journey is specific to your brand and how your customers interact with your brand. Collecting data is a helpful first step, but the key to creating a personalized experience is understanding what to do with that data.<\/p>\r\n<h3>How App Development Enhances the Personalized Experience<\/h3>\r\n<p>In the past year, brands have accelerated their digital transformation and, as a result, we\u2019re seeing digital channels becoming crucial parts of the customer journey. To deliver a more <a href=\"https:\/\/iterable.com\/blog\/personalization-art-science\/\" target=\"_blank\" rel=\"noopener\">personalized experience<\/a>, brands need to compile a holistic view of their customers as they interact with the brand at different touchpoints.<\/p>\r\n<p>True personalization requires cross-channel marketing to meet users where they are and deliver a seamless experience.<\/p>\r\n<p>With apps allowing for a unique way of communicating with users, the right app development can create a long-lasting connection between the consumer and the brand.<\/p>\r\n<p><em>Looking to watch the full session? <a href=\"https:\/\/iterable.com\/webinars\/developing-a-great-app-product\/\" target=\"_blank\" rel=\"noopener\">Check it out.<\/a><\/em><\/p>","post_title":"App Development Takeaways From APS London","post_excerpt":"Many brands are looking at app development to enhance their customer experience. With the increased interest, app development has evolved.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"app-development-takeaways-from-aps-london","to_ping":"","pinged":"","post_modified":"2021-04-14 11:05:38","post_modified_gmt":"2021-04-14 18:05:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25462","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 14, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"APS app development recap\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/app-development-takeaways-from-aps-london\/"},{"ID":25339,"post_author":"79","post_date":"2021-04-08 08:11:27","post_date_gmt":"2021-04-08 15:11:27","post_content":"<p>On April 7, we hosted our second all-digital <a href=\"http:\/\/www.prweb.com\/releases\/iterable_redefines_personalized_customer_experiences_at_activate_live\/prweb17847579.htm\" target=\"_blank\" rel=\"noopener\">Activate Live conference<\/a>, where the Dreamers, Builders, and Makers of the world\u2019s best customer experiences came together for a gathering of ideas and insights.<\/p>\r\n<p>After avoiding crowds and missing out on vacations for over a year, attendees took a trip with us to Activate Island, an interactive experience making networking as easy as if we were all in person.<\/p>\r\n\r\n[caption id=\"attachment_25343\" align=\"alignnone\" width=\"1326\"]<img class=\"size-full wp-image-25343\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-05-at-9.29.17-AM.png\" alt=\"Activate Island\" width=\"1326\" height=\"1170\" \/> <em>Iterable's Activate Island<\/em>[\/caption]\r\n\r\n<p>The day kicked off with our keynote speakers, Bozoma Saint John, CMO at Netflix, and Sara Varni, CMO at <a href=\"https:\/\/iterable.com\/partners\/twilio\/\" target=\"_blank\" rel=\"noopener\">Twilio<\/a>, emphasizing the importance of empathy and adaptability in the midst of the digital transformation brought on by COVID.<\/p>\r\n<p>The stories of impactful marketing continued with Iterable\u2019s co-founder and CEO Justin Zhu and VP of Product Bela Stepanova highlighting the human side of marketing and how new capabilities can help brands stay up-to-date with shifting expectations and regulations.<\/p>\r\n<p>The keynotes were only the tip of the iceberg too! Sessions featuring speakers from DoorDash, Cars.com, Blue Bottle, and more, were split into two tracks: Making a Memorable Experience and The Customer Experience in Practice. Both tracks were designed to bring Dreamers, Builders, and Makers of all varieties (<a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\" target=\"_blank\" rel=\"noopener\">which one are you?<\/a>) together to learn, collaborate and brainstorm new ways to bring great experiences to their customers.<\/p>\r\n<p>Here, we\u2019ve compiled the top Activate Live takeaways from these sessions to give you a peek. If you weren\u2019t able to join us on the island, feel free to <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\" target=\"_blank\" rel=\"noopener\">watch the recordings<\/a>.<\/p>\r\n<h3>Activate Live Top Takeaways<\/h3>\r\n<h4>Keynotes: A B<b>ird's<\/b>-E<b>ye View<\/b> of the Customer Experience<\/h4>\r\n<ul>\r\n\t<li>Now, with increasing amounts of customer data, brands need to <strong>deliver the right message through the right channel to meet customer expectations<\/strong>. Sara Varni noted that digital roadmaps were accelerated over six years due to COVID. Brands have had to adapt and use customer data in ways they previously thought were years away.<\/li>\r\n\t<li><strong>Make sure your marketing tactics are compliant with regulations.<\/strong> Changes to <a href=\"https:\/\/us.epsilon.com\/resources\/idfa\" target=\"_blank\" rel=\"noopener\">IDFA<\/a>, Apple\u2019s <a href=\"https:\/\/www.forbes.com\/sites\/kateoflahertyuk\/2021\/01\/31\/apples-stunning-ios-14-privacy-move-a-game-changer-for-all-iphone-users\/?sh=45c1a1c37e8d\" target=\"_blank\" rel=\"noopener\">privacy regulations<\/a>, and Google\u2019s <a href=\"https:\/\/www.vox.com\/recode\/2021\/3\/3\/22311460\/google-cookie-ban-search-ads-tracking\" target=\"_blank\" rel=\"noopener\">third-party cookies<\/a> have and will impact the way marketers can interact with their customers. Bela Stepanova highlighted how Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a>, Campaign Analytics, and SMS Opt-Out disclaimer messaging give marketers deeper insights into what their customers want, while also maintaining compliance.<\/li>\r\n\t<li>True to Iterable's customers and culture, Justin Zhu defined values, impact and empathy as the core pillars of empathetic marketing. Fundamentally, <strong>what matters is the brand\u2019s impact on human lives, our society and nature<\/strong>.<\/li>\r\n<\/ul>\r\n<h4>Track 1: Making A Memorable Experience<\/h4>\r\n<ul>\r\n\t<li><strong>Aim to meet high customer expectations.<\/strong> Iterable\u2019s Sr. Value Consultant, Mike Hotz, pointed out that customer expectations are higher than ever due to COVID. In fact, 50% of customers will <a href=\"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\">switch to a competitor<\/a> after just one bad customer experience. To avoid that outcome, focus your CX strategy on your customer from the outside in, rather than the inside out.<\/li>\r\n\t<li><strong>Create common goals across teams.<\/strong> Common goals will ensure customers have a good experience with your brand and product. Building a mutual understanding of each other\u2019s cultures and processes will also reinforce these goals and establish aligned intent. Adam Knight, <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla\u2019s<\/a> Director of Engagement, and Chris Frost, Zoopla\u2019s Senior Product Manager, identified clear metrics for success so both teams could share in wins.<\/li>\r\n\t<li><strong>FOMO is a powerful tool to reactivate users.<\/strong> To re-engage customers, Stitcher\u2019s Listener Lifecycle Manager, Imelda Skinder, advised the Activate Live audience to keep recommendations relevant to the user while contextualizing them to what\u2019s happening in current events. Fear of missing out on what everyone's talking about could reactivate users.\u00a0<\/li>\r\n\t<li><strong>Start conversations with customers.<\/strong> Be transparent about possible pain points and get their insights through surveys and polls. Be sure to use language that is uplifting, not \u201cmarket-y.\u201d Boris Savoie Doyer, Head of CRM at <a href=\"https:\/\/iterable.com\/customers\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a>, said instead of \u201cPay $X to fight climate change,\u201d he\u2019d say, \u201cTake down fossil fuels one swipe at a time.\u201d<\/li>\r\n\t<li><strong>Test, test, and test again (and do it fast).<\/strong> Hipcamp\u2019s Business Ops Manager, Christina Tran, explained how fast experimentation helps break large goals into \u201csmaller bits of progress.\u201d The goal for hosts\u2014users who post listings for campers to visit\u2014was to help them get their listings up on the site quickly. Using Iterable and <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a>, Hipcamp was able to help hosts get their listings up faster via a nurture campaign.<\/li>\r\n<\/ul>\r\n<h4>Track 2: The Customer Experience In Practice<\/h4>\r\n<ul>\r\n\t<li><strong>Use the data you\u2019ve compiled.<\/strong> When creating a segmentation model, be sure the data that is collected is actually being used. Gina Igwe, Sr. Director of CRM at DoorDash, suggested implementing an <a href=\"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/\" target=\"_blank\" rel=\"noopener\">RFM model<\/a>. Also, the content itself needs to be personalized for the end-user. Show customers real metrics or their favorites, based on historical data.<\/li>\r\n\t<li><strong>Focus less on the individual channels, and more on the individual users.<\/strong> Oriana Wen, Director of Data and Innovation at Blue Bottle, highlighted how the brand switched from a channel-centric approach to a guest-centric approach. For example, to improve the customer experience, users were sent a promotional email after opening the Blue Bottle app. As a result, using Iterable and <a href=\"https:\/\/iterable.com\/partners\/segment\/\" target=\"_blank\" rel=\"noopener\">Segment<\/a>, their team saw a 55% increase in open rate and 5x the typical click-through rate.<\/li>\r\n\t<li><strong>Give consumers what they want, where and when they want it.<\/strong> Be sure you\u2019re staying relevant to the customer by understanding their entire customer journey. The first step is breaking down data silos. Alexandra Farrar, Senior Manager, Email and Retention Marketing at Cars.com, provided this tip: use cross-channel data to connect shopper touchpoints.<\/li>\r\n\t<li><strong>Send targeted emails, not blasts.<\/strong> Indi Pollard, Email Marketing Lead at Blockchain, said that with targeted emails, their team saw an 86% increase in open rate, a 233% increase in click-through rate but actually had a 77% decrease in email volume.<\/li>\r\n\t<li><strong>Balance focus between short-term and long-term goals.<\/strong> Brian Balfour, CEO of Reforge, likened short-term goals to the fast lane and long-term goals to the slow lane. If you put all of your cars in the fast lane, there\u2019s going to be a pileup. Same for the slow.<\/li>\r\n<\/ul>\r\n<h3>Be Authentic, Be Personal and Be Data-Driven<\/h3>\r\n<p>Throughout the sessions, there were common threads of brand authenticity, customer personalization and data management for a holistic view of the customer experience. A brand\u2019s authenticity needs to be evident in each touchpoint with the customer. Through authentic interactions, brands can create individualized experiences for their users. Then, by breaking down data silos, brands can blend those experiences across channels to create a cohesive customer journey.<\/p>\r\n<p>This is only the beginning of the conversation, though.<\/p>\r\n<p>Whether you\u2019re a Dreamer, Builder, Maker or some combination of the three, we hope you join the #Activate21 conversation by following Iterable on social media or contacting us directly at <a href=\"mailto:activate@iterable.com\" target=\"_blank\" rel=\"noopener\">activate@iterable.com<\/a>. Let us know how Activate influenced your marketing and CX strategies!<\/p>\r\n<p><em>Bummed you missed Activate Live? You can still watch the <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\" target=\"_blank\" rel=\"noopener\">sessions on demand<\/a>.<\/em><\/p>","post_title":"Activate Live Takeaways for a Better Customer Experience","post_excerpt":"Here are the top takeaways from our signature conference Activate Live, which brought together the world's leading Dreamers, Builders and Makers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-live-takeaways-better-customer-experience","to_ping":"","pinged":"","post_modified":"2021-04-08 14:29:14","post_modified_gmt":"2021-04-08 21:29:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25339","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 08, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/04\/040821_Activate-Top-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"activate top takeaways\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040821_Activate-Top-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040821_Activate-Top-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040821_Activate-Top-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-live-takeaways-better-customer-experience\/"},{"ID":25380,"post_author":"35","post_date":"2021-04-07 07:08:07","post_date_gmt":"2021-04-07 14:08:07","post_content":"<p><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Customer experience<\/a> as a term hasn't changed. What's changed is how we, as brands, approach building a customer experience. Today, thousands of <a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders, and Makers<\/a> of leading customer experiences are <a href=\"http:\/\/www.prweb.com\/releases\/iterable_redefines_personalized_customer_experiences_at_activate_live\/prweb17847579.htm\" target=\"_blank\" rel=\"noopener\">coming together at Activate Live<\/a> to collaborate and share insights into how we can meet customer expectations at the individual level.<\/p>\r\n<p>The pandemic dramatically shifted the way people could interact with one another and the brands they love. From the digital transformation expedited by COVID-19 to the new era of human-driven marketing, the sessions today will showcase how brands are adapting to the changing needs and desires of consumers.<\/p>\r\n<h3>Authentic Experiences, Empowered Connections<\/h3>\r\n<p>Activate Live is about making memorable experiences\u2014for attendees and their customers. Each session has been tailor-made to empower teams from a multitude of industries to connect and share ideas for better personalization and empathetic marketing.<\/p>\r\n<p>Consumers are looking for brands that stand by their values and create authentic experiences. To kick off the conference, Bozoma Saint John, CMO at <a href=\"https:\/\/www.netflix.com\/\">Netflix<\/a>, and Sara Varni, CMO at <a href=\"https:\/\/www.twilio.com\/\" target=\"_blank\" rel=\"noopener\">Twilio<\/a>, will share with attendees how to be inclusive and vulnerable in your marketing and how to do this in a seamless digital experience.<\/p>\r\n<blockquote>\r\n<p><span style=\"font-weight: 400\">\u201c<em>It\u2019s an honor to be a part of Activate and share the virtual stage with such talented experts in marketing and customer experience<\/em>,\u201d said Varni. \u201c<em>Technology has influenced how we connect with the customer, especially amid a pandemic, and I\u2019m excited to share how brands can bring that human connection to the digital world<\/em>.\u201d<\/span><\/p>\r\n<\/blockquote>\r\n<p>Later today, Justin Zhu, co-founder and CEO at Iterable, and Bela Stepanova, VP of Product at Iterable, dive into how brands can instill a level of humanity in their marketing, more closely personalizing the experience for consumers while taking their needs into account.<\/p>\r\n<p>The incredible <a href=\"https:\/\/iterable.com\/activate\/#speakers\" target=\"_blank\" rel=\"noopener\">speaker lineup<\/a> continues with sessions hosted by <a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>, <a href=\"https:\/\/www.cars.com\/\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a>, <a href=\"https:\/\/www.blockchain.com\/\" target=\"_blank\" rel=\"noopener\">Blockchain<\/a>, and <a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, to name a few. Split into two tracks\u2014<em>Making a Memorable Customer Experience\u00a0<\/em>and\u00a0<em>The Customer Experience in Practice<\/em>\u2014the sessions feature something for everyone.<\/p>\r\n<p>Big-thinking Dreamers and strategic Makers can find new ways to interact with their customers in the <em>Making a Memorable Customer Experience <\/em>track, while problem-solving Builders can find new solutions to modern challenges in the <em>Customer Experience in Practice<\/em> track.<\/p>\r\n<h3>Starting a Conversation, Making an Impact<\/h3>\r\n<p>Activate Live is just the beginning, though. The whole event is devoted to starting a conversation. Marketing as we know it today is a conversation\u2014a back-and-forth between brand and consumer. We mirror this experience by coming together for the greater good of the customer experience. Everyone attending Activate Live builds products that bring their customers joy in some way. Our marketing should reflect that.<\/p>\r\n<p>Similarly, brands today are making a difference. We have <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">values<\/a> that affect the way we present ourselves to the world. In that vein, Iterable is committing to making a larger impact beyond just what we can do to help our customers and partners. As part of Activate Live, we are donating $50,000 to <a href=\"https:\/\/www.earthday.org\/\" target=\"_blank\" rel=\"noopener\">EarthDay.org<\/a> and <a href=\"https:\/\/www.futureswithoutviolence.org\/\" target=\"_blank\" rel=\"noopener\">Futures Without Violence<\/a> to support their efforts to spread climate and environmental literacy and safety and equity of all humans, respectively.<\/p>\r\n<p>As mentioned above, Activate Live is only the beginning. Keep an eye out for the ways in which Iterable and our community are taking action to be drivers of good moving forward.<\/p>\r\n<h3>Activate Your Experience<\/h3>\r\n<p>The only downside to today's event is that we couldn't host all of you! Fear not\u2014the sessions, insights and conversations will live on. <a href=\"https:\/\/iterable.com\/activate\/#registration\" target=\"_blank\" rel=\"noopener\">Sign up<\/a> and you'll have access to your own experience with the sessions.<\/p>\r\n<p>And if you'd rather talk to an Iterable expert to activate your customer experience right now, reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/p>","post_title":"Redefining the Customer Experience at Activate Live","post_excerpt":"Today, thousands of marketers come together at Activate Live 21 to share insights into how to make the best customer experience.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"redefining-customer-experience-at-activate-live","to_ping":"","pinged":"","post_modified":"2021-04-07 07:08:07","post_modified_gmt":"2021-04-07 14:08:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25380","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 07, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/04\/040721_Activate-Announcement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Live 2021\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040721_Activate-Announcement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040721_Activate-Announcement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040721_Activate-Announcement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/redefining-customer-experience-at-activate-live\/"},{"ID":25349,"post_author":"79","post_date":"2021-04-06 09:17:04","post_date_gmt":"2021-04-06 16:17:04","post_content":"<p><em>Your data warehouse is your source of truth for customer data. <a href=\"https:\/\/www.hightouch.io\/\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a> syncs this data to the tools that your business teams rely on, via SQL.\u00a0<\/em><\/p>\r\n<p><em>Read on to learn more about how Hightouch and Iterable simplify data warehousing to give your team the right insights to take action quickly.<\/em><\/p>\r\n<p>Modern businesses understand the importance of adopting best-of-breed solutions, which is resulting in a shift away from all-in-one tools that do a bit of everything well but aren\u2019t really great at any one thing.<\/p>\r\n<p>On the other hand, as consumers of software tools become savvier and more demanding in the <a href=\"https:\/\/openviewpartners.com\/blog\/build-the-end-user-era\/\" target=\"_blank\" rel=\"noopener\">end-user era<\/a>, tools that are laser-focused on solving one problem and doing it really well are emerging as winners. While this enables different teams to adopt best-in-class solutions to cater to their growing needs, it also creates more data silos\u2014a growing pain for organizations big and small.<\/p>\r\n<p>Since data is now scattered across a plethora of tools, consolidating it in a structured manner has become the need of the hour. This has led organizations to quickly adopt cloud data warehousing solutions, such as Snowflake, Google BigQuery, and AWS Redshift. <a href=\"https:\/\/fivetran.com\/blog\/enterprise-data-warehouse-guide\" target=\"_blank\" rel=\"noopener\">This guide by our friends from Fivetran<\/a> offers an in-depth look at the key benefits fueling the growth of the data warehouse\u2014below is a gist.<\/p>\r\n<h3>3 Reasons Behind the Rapid Adoption of the Cloud Data Warehouse<\/h3>\r\n<p>The biggest benefits of adopting a cloud data warehouse are speed and affordability. The modern architecture of cloud data warehouses separates compute from storage, enabling faster querying and analysis at a significantly lower cost when compared to legacy data warehouses.<\/p>\r\n<p>But that\u2019s not all, implementing a data warehouse and doing it well results in these three other benefits, each of which can has a significant impact on every function in an organization.<\/p>\r\n<h4>1. Data Consolidation<\/h4>\r\n<p>We talked about data silos that have become commonplace as companies embrace the cloud and adopt best-in-class products to solve various business problems. At the very minimum, a modern organization uses a marketing automation tool, a sales outreach tool, a CRM, and a support system. Add to that the plethora of tools product teams use to understand user behavior, gather feedback and derive insights.<\/p>\r\n<p>Even though many of these tools might be integrated with each other via <a href=\"https:\/\/www.hightouch.io\/post\/data-integration\" target=\"_blank\" rel=\"noopener\">point-to-point integration systems<\/a>, being able to consolidate and enrich data from these disparate systems into a data warehouse enables teams to get a holistic view of every customer interaction at every touchpoint across the various stages of the customer journey.<\/p>\r\n<h4>2. Data Quality<\/h4>\r\n<p>Once data lands in a warehouse, it is typically transformed and cleaned (or wrangled or prepared) for analysis via a business intelligence tool. While this can happen directly in the warehouse using SQL, tools like dbt and Trifacta give data analysts and business users more flexibility and control over their transformation workflows.\u00a0<\/p>\r\n<p>Business intelligence tools like Looker or Mode sit on top of a data warehouse and are used to build reports and dashboards for organization-wide consumption. But at the same time, product teams usually opt for product analytics tools like <a href=\"https:\/\/iterable.com\/partners\/mixpanel-3\/\" target=\"_blank\" rel=\"noopener\">Mixpanel<\/a> or <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a> to understand user behavior based on <a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener\">event data<\/a>.\u00a0<\/p>\r\n<p>Using the data warehouse as the source of data for both analytics systems, namely business intelligence and product analytics, ensures that data is consistent no matter where it is consumed. <a href=\"https:\/\/hightouch.io\/blog\/reverse-etl\" target=\"_blank\" rel=\"noopener\">Reverse ETL<\/a> tools like Hightouch make this possible by allowing you to sync data from a data warehouse to product analytics tools, as well as sales and marketing tools, including Iterable.<\/p>\r\n<p>Before we delve deeper into how this impacts marketing, let\u2019s look at one other massive benefit of data warehousing.<\/p>\r\n<h4>3. Data Democracy<\/h4>\r\n<p>Data democracy is all the rage, and it\u2019s likely that you or your company also dream about a day when data will truly be democratized and that everybody in the organization will be able to ask questions of the data and get answers without waiting for weeks.<\/p>\r\n<p>The reality is that this is already happening at forward-looking, data-savvy companies like <a href=\"https:\/\/medium.com\/airbnb-engineering\/democratizing-data-at-airbnb-852d76c51770\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a>. A data warehouse is the foundation on which a data democracy is built because everybody who has access to the warehouse has access to all the data they need to work with.\u00a0<\/p>\r\n<p>Moreover, the data warehouse becomes the source of truth of a company\u2019s customer data, allowing for better analysis and action. Lastly, the data in a warehouse is all yours: You own it and can mend it, bend it, and send it wherever you like.\u00a0<\/p>\r\n<h3>How the Data Warehouse Impacts Marketing\u00a0<\/h3>\r\n<p>When the data warehouse becomes the source for the data flowing into marketing platforms like Iterable, marketers suddenly can do so much more, so much faster.\u00a0<\/p>\r\n<p>As a marketer, you no longer need to worry about data consistency because data is no longer flowing in from multiple sources, each with its own whims and fancies. You can finally channel all your energy into building world-class engagement campaigns while resting assured that your campaigns won\u2019t break because someone in the engineering team decided to rename an event or change <a href=\"https:\/\/dataled.academy\/data-types\/\" target=\"_blank\" rel=\"noopener\">the data type<\/a> of a user property.\u00a0<\/p>\r\n<p>Moreover, since it is a standard practice to store all customer data in the warehouse, you won\u2019t have to nag your data or engineering team to instrument a new event so that you can finally activate that campaign that relies on that one additional event property.<\/p>\r\n<p>Now, you might be wondering if it\u2019s really so easy to sync data from the warehouse to marketing tools like Iterable.\u00a0<\/p>\r\n<p>Well, it is now with Reverse ETL tools like <a href=\"https:\/\/www.hightouch.io\/use-cases\/marketing\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>.\u00a0<\/p>\r\n<p>Typically, your data or engineering team would have to write cumbersome scripts to make data flow smoothly from the warehouse into SaaS tools like Iterable. But Hightouch enables them to do this using only SQL which data people love and use all day. In fact, <a href=\"https:\/\/www.dataquest.io\/blog\/why-sql-is-the-most-important-language-to-learn\/\" target=\"_blank\" rel=\"noopener\">SQL is now a prerequisite<\/a> for anybody looking to get a job in data.<\/p>\r\n<p>Let\u2019s look at how brands use Hightouch in conjunction with Iterable.\u00a0<\/p>\r\n<h3>Hightouch + Iterable Turns a Marketer\u2019s Dreams Into Reality<\/h3>\r\n<p>Hightouch provides an interface to extract data from a warehouse using SQL and then sync the extracted custom fields, objects and lists to SaaS tools used for sales, marketing and analytics.\u00a0<\/p>\r\n<p>If you\u2019re a marketer, using Hightouch and Iterable together, you\u2019d be able to:<\/p>\r\n<ul>\r\n\t<li>Automatically create users in Iterable and programmatically sync user properties to ensure that all relevant contacts and associated data are available on Iterable<\/li>\r\n\t<li>Keep your campaigns relevant by combining product data with data from your support system to ensure that you\u2019re reaching out to users at the right time<\/li>\r\n\t<li>Freely request changes to contact data in the data warehouse as Hightouch automatically syncs the changes back to Iterable<\/li>\r\n<\/ul>\r\n<p>We at Hightouch continuously strive to empower our customers to build more robust and complex workflows with ease and this new partnership with Iterable is a big step in that direction.\u00a0<\/p>\r\n<p><a href=\"https:\/\/docs.hightouch.io\/destinations\/iterable\" target=\"_blank\" rel=\"noopener\">Check out our support article<\/a> for more information on how to leverage the Hightouch integration and if you\u2019d like to learn more about Iterable and how we power category-leading customer engagement campaigns, <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">sign up for a demo today<\/a>.<\/p>","post_title":"How Data Warehouses Help Build Better Customer Experiences","post_excerpt":"When the data warehouse becomes the source for the data flowing into marketing platforms like Iterable, marketers can do so much more, so much faster.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-data-warehouses-help-build-better-customer-experiences","to_ping":"","pinged":"","post_modified":"2021-06-07 11:54:05","post_modified_gmt":"2021-06-07 18:54:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25349","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/04\/031821_Hightouch_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hightouch Data Warehouse Post\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/031821_Hightouch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/031821_Hightouch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/031821_Hightouch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-data-warehouses-help-build-better-customer-experiences\/"},{"ID":25306,"post_author":"35","post_date":"2021-04-05 10:31:22","post_date_gmt":"2021-04-05 17:31:22","post_content":"<blockquote>\r\n<p>\"<em>Our goal is not just an environment of clean air and water and scenic beauty. The objective is an environment of decency, quality and mutual respect for all other human beings and all other living creatures.<\/em>\" \u2013 <a href=\"https:\/\/www.goodreads.com\/author\/quotes\/145890.Gaylord_Nelson\" target=\"_blank\" rel=\"noopener\">Gaylord Nelson<\/a><\/p>\r\n<\/blockquote>\r\n<p>When Wisconsin Senator Gaylord Nelson initiated the first Earth Day, held on April 22 in 1970, he probably couldn\u2019t predict that 51 years later, the world would be celebrating the earth in the midst of a pandemic.<\/p>\r\n<p>But even in the absence of concerts, workshops and close-proximity conversations, sustainability and climate change are still critical issues that resonate with the global consumer community.<\/p>\r\n<p>As such, Earth Day presents a unique opportunity for brands of all types to align themselves with the environmental causes most important to their consumers and promote the good work they already do to preserve the planet. Doing good for the earth is good for business.<\/p>\r\n<h3>Earth Day as a Marketing Opportunity<\/h3>\r\n<p>\"Green consumerism\" matters to consumers (especially <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">Generation Z<\/a> shoppers). A 2020 <a href=\"https:\/\/www.greenbiz.com\/article\/earth-day-and-polling-america-2020\" target=\"_blank\" rel=\"noopener\">First Insight<\/a> survey turned up these insights:<\/p>\r\n<ul>\r\n\t<li>62% of Gen Z consumers prefer \"sustainable brands,\" compared to 54% of Gen X, 44% of the Silent Generation and 39% of Boomers.<\/li>\r\n\t<li>Gen Z is more willing to pay more for sustainable products (73%) than Millennials (68%), Gen X (55%) and Boomers (42%).<\/li>\r\n<\/ul>\r\n<p>Campaigns highlighting environmentally conscious efforts are an intrinsic expectation for a significant portion of consumers now. If your company is working on running a more environmentally sound operation, sells eco-friendly products or contributes company profits and employee time to environmental work, you should be running an Earth Day campaign.<\/p>\r\n<p>The strategies and email examples below can help you create a marketing campaign that will speak to a wider base of customers and offer a change of pace from your regular promotions.<\/p>\r\n<h3>Top Email Strategies for Earth Day<\/h3>\r\n<p><a href=\"https:\/\/www.earthday.org\/6-lessons-coronavirus-can-teach-us-about-climate-change\/\" target=\"_blank\" rel=\"noopener\">COVID-19 taught us a lot about climate change<\/a>. With pandemic lockdown restrictions, many have (re)captured their commitment to sustainability. As consumer sentiment evolves, brands have to adapt accordingly.<\/p>\r\n<p>Consider these strategies when crafting your Earth Day campaign.<\/p>\r\n<h4>1. Go Behind the Scenes<\/h4>\r\n<p>Has your company reduced its manufacturing emissions, switched to recyclable packaging materials, reduced waste, reclaimed raw materials, or improved its supply chain? What about switching to sustainable lighting or increasing the use of solar or wind energy?<\/p>\r\n<p>These behind-the-scenes efforts might not be all that glamorous, but they're still something to share if the net effect is a lighter footprint on the planet. Transparency like this goes a long way in connecting with consumers.<\/p>\r\n<h4>2. Show Customers Why They Should Care<\/h4>\r\n<p>If you want to use Earth Day to connect with your customers, a vague statement about supporting the planet isn't the best way to do it. Be specific about why your message matters for them and the environment.<\/p>\r\n<p>Maybe customers could use your products to demonstrate their support for the environment. Maybe they need ideas about how to help out in their own communities. Take the lead and send an email with two or three suggestions. Your audience demographics or customer personas can help you decide which approach to take.<\/p>\r\n<p>To be most effective, focus on efforts that would use your products, such as how to recycle your containers or shipping materials. Care\/of's email (keep scrolling to view below) is an excellent template to follow for this kind of email.<\/p>\r\n<h4>3. Partner With an Environmental Group<\/h4>\r\n<p>One decision to make on your email strategy for Earth Day is whether to offer a promotion or incentive or simply send a message of support. A generic 20%-off or free-shipping discount isn't all that meaningful. However, you could highlight a product or assortment of sustainable or eco-friendly products and then donate the proceeds to an environmental group.<\/p>\r\n<p>Another approach: Volunteer time or materials for local initiatives, such as park cleanups, and document your work in an email sent on or around April 22. This has added benefits: It puts your employees' faces in your email, which humanizes your efforts, and it makes you accountable to your customers for doing what you said you would do.<\/p>\r\n<p>For ideas, contact a local environmental clearinghouse or check Charity Navigator's <a href=\"https:\/\/www.charitynavigator.org\/index.cfm?bay=content.view&amp;cpid=6890&amp;search-box\" target=\"_blank\" rel=\"noopener\">Protecting the Environment<\/a> list of charities.<\/p>\r\n<h3>Seeing It All in Action<\/h3>\r\n<p>No matter where your brand is located on the spectrum of environmental friendliness, there's an email here that can inspire you to create an Earth Day message that will resonate with customers.<\/p>\r\n<h4>Trade Coffee<\/h4>\r\n<p>There's nothing wrong with combining commerce and environmentalism if they're a compatible match for your brand. Coffee retailer <a href=\"https:\/\/www.drinktrade.com\/\" target=\"_blank\" rel=\"noopener\">Trade Coffee<\/a>'s \"Picks of the Week\" email highlights a product assortment of organic or sustainably-grown coffees\u2014some listing the name of the certifying organization for additional authenticity.<\/p>\r\n\r\n[caption id=\"attachment_25307\" align=\"alignnone\" width=\"532\"]<img class=\"size-full wp-image-25307\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.16.56-PM.png\" alt=\"Trade Coffee's Earth Day Recommendations\" width=\"532\" height=\"1180\" \/> <em>Add clout to your efforts by providing certifications. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/1442a6f6-2fe2-782f-391a-7e0f3101a202\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Although Trade Coffee regularly features commentary by its \"coffee guides,\" like John Crisan, pictured here. Including an employee face in a cause-marketing email is another way to show accountability.\u00a0<\/p>\r\n<h4>Disney+<\/h4>\r\n<p>If your product is intangible, like digital media, do what streaming service <a href=\"https:\/\/www.disneyplus.com\/\" target=\"_blank\" rel=\"noopener\">Disney+<\/a> does and go into your library to gather a playlist of related content to attract new subscribers. This email\u2014sent to non-subscribers who agreed to receive content from related Disney brands\u2014uses topicality as a prospecting tool.<\/p>\r\n\r\n[caption id=\"attachment_25313\" align=\"alignnone\" width=\"474\"]<img class=\"size-full wp-image-25313\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.19.20-PM.png\" alt=\"Disney+ Environmental Recommendations\" width=\"474\" height=\"1892\" \/> <em>When in doubt, help your audience find ways to learn or make a difference. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/9c0eae58-4ab7-9f44-8174-e13b6b932f95\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>One design decision to make in creating an Earth Day email is whether to stick with your brand colors. If your brand colors are on the \"hotter\" end of the spectrum (reds, yellows, oranges) consider adopting a cooler color scheme of blues and greens which align with the environment.<\/p>\r\n<h4>Care\/of<\/h4>\r\n<p>One way to get people more environmentally involved is to show them how easy it is to add a new and sustainable activity to their daily routines. That's what <a href=\"https:\/\/takecareof.com\/\" target=\"_blank\" rel=\"noopener\">Care\/of<\/a>, a subscription vitamin service, does in this email, which delivers an easy-to-follow guide for starting a compost pile, to which customers can add the packs their vitamins come in.<\/p>\r\n\r\n[caption id=\"attachment_25319\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-25319\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.21.42-PM.png\" alt=\"Care\/Of Earth Day Composting Guide\" width=\"800\" height=\"1826\" \/> <em>Tips and tricks to get started are always helpful. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/ad49a0e6-ff38-840d-7acb-6f25d4a071aa\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Pro tip: Click the email to see how its clever animation helps composting newbies understand how the process works.\u00a0<\/p>\r\n<h4>Leesa<\/h4>\r\n<p>Mattress provider <a href=\"https:\/\/www.leesa.com\/\" target=\"_blank\" rel=\"noopener\">Leesa<\/a>'s email shares the numbers that turn its sustainability pledge from a vague statement to action: its B Corp environment score and how many recycled plastic bottles go into a mattress (73!).<\/p>\r\n<p>Leesa also mentions a behind-the-scenes figure that has an impact on its environmental footprint\u2014 reducing shipping distances between factories and customers.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_25325\" align=\"alignnone\" width=\"660\"]<img class=\"wp-image-25325 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.24.20-PM.png\" alt=\"Leesa - Happy Earth Day email\" width=\"660\" height=\"1796\" \/> <em>Numbers are great for giving perspective to your impact. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/b1162e2d-98cd-b4b7-5753-0f001b3adba7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Although Earth Day is the focus, it also includes a subtle promotion: a 15% discount badge on one of its images farther down in the email.<\/p>\r\n<h3>As You Build Your Earth Day Strategy...<\/h3>\r\n<p>Earth Day gives brands the opportunity to share their values, openly align with causes consumers care about, and promote the good work they already do to preserve the planet.<\/p>\r\n<p>But approach your cause-driven marketing with caution\u2014today\u2019s consumers are quick to call out inauthentic brands. This is especially relevant for extractive industries: \u201cGreenwashing,\u201d or providing misleading information about how your products or processes are environmentally sound, will backfire.<\/p>\r\n<p>Instead of promoting your carbon offset, try a more innovative and environmentally sound approach for your campaigns, like BOPIS (Buy Online, Pick Up In Store).<\/p>\r\n<p>And remember, you\u2019re not alone. Consult this list for more information and inspiration on Earth Day, as well as planet-friendly initiatives and recognized groups for partnerships:<\/p>\r\n<ol>\r\n\t<li><a href=\"https:\/\/www.earthday.org\/\" target=\"_blank\" rel=\"noopener\">EarthDay.org<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.earthday.org\/earth-day-tips\/\" target=\"_blank\" rel=\"noopener\">51 ways to stand up for the environment<\/a><\/li>\r\n\t<li>The <a href=\"https:\/\/www.carboncommunity.org\/\" target=\"_blank\" rel=\"noopener\">Carbon Community<\/a> (U.K.-based)<\/li>\r\n\t<li>Charity Navigator's <a href=\"https:\/\/www.charitynavigator.org\/index.cfm?bay=content.view&amp;cpid=6890&amp;search-box\" target=\"_blank\" rel=\"noopener\">Protecting the Environment<\/a> list of eco-friendly non-profits<\/li>\r\n<\/ol>\r\n<p>You can also <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">reach out<\/a> to one of our experts to chat through how you can best share your Earth Day efforts with your audience. We're always happy to help!\u00a0<\/p>","post_title":"Earth Day Marketing: How to Speak Up for the Planet","post_excerpt":"Earth Day is around the corner! Here are strategies and email examples to show your environmental efforts and get others involved in sustainability.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"earth-day-marketing","to_ping":"","pinged":"","post_modified":"2021-04-06 07:59:04","post_modified_gmt":"2021-04-06 14:59:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25306","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 05, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/04\/040121_Earth-Day_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040121_Earth-Day_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040121_Earth-Day_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040121_Earth-Day_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/earth-day-marketing\/"},{"ID":25163,"post_author":"79","post_date":"2021-03-31 09:22:31","post_date_gmt":"2021-03-31 16:22:31","post_content":"<p><em><a href=\"https:\/\/www.growthphysics.com\/\" target=\"_blank\" rel=\"noopener\">GrowthPhysics<\/a> is a data-driven growth agency that leverages financial modeling, engineering, and marketing to deliver outlier growth for clients. Our proprietary financial models and seasoned full-stack growth team analyze and identify the right growth program for your current growth stage to execute and optimize the entire funnel.\u00a0<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn how their RFM methodology can change the way you look at customer lifetime value.\u00a0<\/em><\/p>\r\n<p>The goal of every consumer brand is to maximize customer lifetime value (LTV). Short-term relationships with customers end up <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener\">costly<\/a>. Brands are better off building long-lasting relationships that benefit the organization and the customer.<\/p>\r\n<p>Part of this process means identifying which customers are the most valuable to retain. In our retention practice at GrowthPhysics, we recommend a Recency Frequency Monetary (RFM) framework that is the secret centerpiece to optimize stronger customer relationships.<\/p>\r\n<p>Below we outline exactly what the RFM methodology entails and an easy 5-step implementation process to show how you can use data-driven customer segmentation to increase your LTV.<\/p>\r\n<h3>The Power of RFM for Customer Lifetime Value<\/h3>\r\n<p>Simply put, RFM is a dynamic customer scoring methodology for assigning each customer a value based on historical purchase data. For example, direct-to-consumer (DTC) brands\u2019 clearest signal of value is a purchase.<\/p>\r\n<p>However, the RFM methodology uses three behavior attributes of a purchase to dig deeper into a customer\u2019s value to a brand:<\/p>\r\n<ul>\r\n\t<li>R = Recency of purchase<\/li>\r\n\t<li>F = Frequency of purchase<\/li>\r\n\t<li>M = Monetary value of purchase<\/li>\r\n<\/ul>\r\n<p>When it comes to customer lifetime value, RFM enables brands to understand their customers\u2019 activities at a more granular, segmented level. In turn, the messaging and promotions can be tailored to the determined value in the RFM methodology. This enhanced visibility into behavioral data gives brands actionable insights.<\/p>\r\n<p>In practice, RFM looks a bit like this:<\/p>\r\n\r\n[caption id=\"attachment_25176\" align=\"alignnone\" width=\"1456\"]<img class=\"wp-image-25176 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-10.53.50-AM.png\" alt=\"Example of RFM Framwork for Customer Lifetime Value\" width=\"1456\" height=\"648\" \/> <em>Example of how RFM can segment customers into personas.<\/em>[\/caption]\r\n\r\n<p>A typical RFM implementation assigns a value of 1 to 5 for each of the Recency, Frequency, and Monetary attributes. The 5x5x5 matrix results in 125 customer segments you see here on the left. Based on the assigned values, customers are further segmented into buckets.<\/p>\r\n<p>In our practice, we bucket the segments into a value spectrum of 8 personas based on variations of 3 customer types: VIP, Regular, and New Customer. The gradations of customer type allow you to personalize content and messaging by bucket in a way that more closely aligns with the customer\u2019s behavior.<\/p>\r\n<p>Customer lifetime value insights at this level make it exponentially easier to quickly spot positive or negative movement along the RFM spectrum to strengthen relationships and mitigate churn.<\/p>\r\n<p>Exciting, right? Here\u2019s how easy it is to execute with GrowthPhysics and Iterable.<\/p>\r\n<h3>A 5-Step Process For Maximizing Retention<\/h3>\r\n<p>Our overarching objective in retention engagements is to maximize your customer lifetime value.<\/p>\r\n<p>To get there, this 5-step implementation process combines the power of RFM with Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/mobile\/\" target=\"_blank\" rel=\"noopener\">cross-channel capabilities<\/a> on top of a Shopify, Webflow, or custom stack to make the most of your relationships with customers.<\/p>\r\n<h4>Step 1: Install RFM Framework<\/h4>\r\n<p>The heavy lifting is to implement an RFM machine learning model to segment customers. There are plenty of <a href=\"https:\/\/towardsdatascience.com\/recency-frequency-monetary-model-with-python-and-how-sephora-uses-it-to-optimize-their-google-d6a0707c5f17\" target=\"_blank\" rel=\"noopener\">DIY blogs<\/a> and <a href=\"https:\/\/link.springer.com\/content\/pdf\/10.1057\/palgrave.jdm.3240019.pdf\" target=\"_blank\" rel=\"noopener\">whitepapers<\/a> on this subject matter using Python and pandas.<\/p>\r\n<p>The goal is to enrich your Iterable instance with RFM artifacts, segments and personas, so marketers can create messaging strategies based on RFM targeting. Here is how we do it.<\/p>\r\n<p>We make RFM implementation easy. If you are on Shopify, simply install our <a href=\"https:\/\/apps.shopify.com\/growthphysics\" target=\"_blank\" rel=\"noopener\">GrowthPhysics Shopify app<\/a> and instantly have RFM implemented on your store.<\/p>\r\n<p>We enrich the customer table with an rfm object with two properties:<\/p>\r\n<ul>\r\n\t<li><code>rfm.score<\/code><\/li>\r\n\t<li><code>rfm.persona<\/code><\/li>\r\n<\/ul>\r\n<p>We use <code>rfm.persona<\/code> inside Iterable for value-driven message targeting. While we inject <code>rfm.score<\/code> into UTMs for downstream segmentation analysis inside analytics platforms (see step 4).<\/p>\r\n\r\n[caption id=\"attachment_25200\" align=\"alignnone\" width=\"950\"]<img class=\"size-full wp-image-25200\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.00.29-AM.png\" alt=\"RFM Score and Persona\" width=\"950\" height=\"482\" \/> <em>The RFM score and persona are added to the customer table.<\/em>[\/caption]\r\n\r\n<h4>Step 2: Inject Data Personalization Attributes<\/h4>\r\n<p>Just RFM alone does not enable a highly personalized and relevant messaging strategy. Attributes used directly via handlebar injection or indirectly via handlebar logic are ideal for personalization within an RFM framework. One such attribute for DTC brands is a customer\u2019s favorite product or favorite category based on purchase behavior.<\/p>\r\n<p>Our app augments the customer table with a favorites object.<\/p>\r\n<ul>\r\n\t<li><code>favorites.product.*<\/code><\/li>\r\n\t<li><code>favorites.category.*<\/code><\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_25206\" align=\"alignnone\" width=\"1244\"]<img class=\"size-full wp-image-25206\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.02.29-AM.png\" alt=\"Product and category added to customer table\" width=\"1244\" height=\"926\" \/> <em>To enhance personalization, \"product\" and \"category\" can be added to the customer table as well.<\/em>[\/caption]\r\n\r\n<p>From here, you can directly inject a customer\u2019s favorite product into the messaging. You can even recommend a new SKU based on the customer\u2019s favorite category or other products based on a favorite product\u2019s or favorite category\u2019s purchase correlation.<\/p>\r\n<h4>Step 3: Catalog and Data Feeds<\/h4>\r\n<p>Product catalogs and relevant data feeds, such as weather, provide additional information not available in the Customer Properties. These data feeds can add further personalization elements or relevant context into the messaging experience.<\/p>\r\n<p>For example, a weather context can be used to show different products within a favorite category.<\/p>\r\n\r\n[caption id=\"attachment_25212\" align=\"alignnone\" width=\"1388\"]<img class=\"size-full wp-image-25212\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.04.57-AM.png\" alt=\"product catalogs and data feeds\" width=\"1388\" height=\"498\" \/> <em>Weather can be added as context to provide customers with an even more personalized experience.<\/em>[\/caption]\r\n\r\n<h4>Step 4: Design Dynamic Templates<\/h4>\r\n<p>After the groundwork is completed in Steps 1 through 3, designing templates with dynamic data via handlebars and conditional sections via handlebar logic is only limited by the strategies a marketer can conjure.\u00a0<\/p>\r\n<p>The scale of personalization via dynamic templates RFM enables inside Iterable is astounding. In our experience with customers, a single, well-designed template can serve all eight personas simultaneously with persona-driven copy\u2014all while presenting personalized products.<\/p>\r\n\r\n[caption id=\"attachment_25225\" align=\"alignnone\" width=\"1164\"]<img class=\"size-full wp-image-25225\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.08.24-AM.png\" alt=\"designing dynamic templates\" width=\"1164\" height=\"878\" \/> <em>Dynamic templates can be designed to serve each persona.<\/em>[\/caption]\r\n\r\n<h4>Step 5: Leverage Semantic Data Models<\/h4>\r\n<p>The last step is the most critical because it provides the data feedback loop necessary to drive decisions. We leverage semantic data models (SDM) in the UTMs of our Iterable templates.\u00a0<\/p>\r\n<p>A semantic data model is a highly structured, intentionally-designed naming convention. The power in semantic data models is in the downstream application, as they can be parsed into multiple columns in Excel and then pivoted to arrive at data insights.\u00a0<\/p>\r\n<p>Segmentation analysis using SDM enables you to make smarter decisions by visualizing changes in promotional fatigue, offer elasticity, revenue contribution, and more.<\/p>\r\n\r\n[caption id=\"attachment_25231\" align=\"alignnone\" width=\"1590\"]<img class=\"wp-image-25231 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.10.10-AM.png\" alt=\"Semantic data models enable customer lifetime value growth\" width=\"1590\" height=\"614\" \/> <em>Semantic data models help you visualize changes in customer behavior.<\/em>[\/caption]\r\n\r\n<p>With all five steps in place, you are able to continuously monitor the different segments of your RFM framework and act quickly to stimulate longer, more personalized relationships with your customers.<\/p>\r\n<h4>Segmentation at Its Finest<\/h4>\r\n<p>As marketers, we\u2019re always on the hunt for more insight into our customers\u2019 behavior. What drives their purchase decisions? What makes them tick?<\/p>\r\n<p>RFM provides that granular, individualized insight through value-based segmentation. It\u2019s easy to implement and easily integrated into your cross-channel marketing strategies. Once implemented, RFM can be utilized as quickly as your next promotional campaign.<\/p>\r\n<p>When looking at your customer lifetime value and ways to improve it, RFM is that secret weapon you can\u2019t afford to ignore.\u00a0<\/p>\r\n<p><em>Customer lifetime value is key to a memorable customer experience. Learn more about LTV at <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> on April 7!<\/em><\/p>","post_title":"The Secret to Customer Lifetime Value: RFM","post_excerpt":"When it comes to customer lifetime value, RFM enables brands to understand their customers\u2019 activities at a more granular, segmented level.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-secret-to-customer-lifetime-value-rfm","to_ping":"","pinged":"","post_modified":"2021-03-31 09:22:31","post_modified_gmt":"2021-03-31 16:22:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25163","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 31, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/033121_Customer-Lifetime-Value_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"customer lifetime value\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033121_Customer-Lifetime-Value_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033121_Customer-Lifetime-Value_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033121_Customer-Lifetime-Value_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/"},{"ID":25151,"post_author":"74","post_date":"2021-03-31 05:05:54","post_date_gmt":"2021-03-31 12:05:54","post_content":"<p>Over the last year, we have seen an incremental surge in mobile usage and new apps entering the market. The question is - should your business have a mobile app and if so - how do you develop a best in class mobile app?<\/p>\r\n<p>We recently moderated a panel at The App Promotion Summit where we chatted with leaders from Moonpig, Which? and Uptime to discuss top tips and strategies for building a successful app product.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to develop an engaging mobile app<\/li>\r\n\t<li>Customer retention strategies<\/li>\r\n\t<li>How to create a unified customer experience<\/li>\r\n<\/ul>","post_title":"Developing a Great App Product","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"developing-a-great-app-product","to_ping":"","pinged":"","post_modified":"2021-04-01 01:18:16","post_modified_gmt":"2021-04-01 08:18:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=25151","menu_order":7,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 31, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/developing-a-great-app-product\/"},{"ID":25162,"post_author":"35","post_date":"2021-03-30 13:18:38","post_date_gmt":"2021-03-30 20:18:38","post_content":"<p>The global coronavirus pandemic has drastically expedited the digital transformation of marketing and business operations. With consumers on their mobile devices more and more each year, the pinnacle of the customer experience reaches consumers where they are. It's time to up your mobile marketing game.<\/p>\r\n<p>In our latest installment of \"Ask an Iterator,\" we ask Saylee Joshi, Senior Solutions Architect at Iterable, the most common mobile marketing questions she receives, so you can get started on\u2014and make the most of\u2014your cross-channel journey.<\/p>\r\n<h3>Ask an Iterator: Saylee Joshi<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-25170\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/profile.jpeg\" alt=\"Ask an Iterator Saylee Joshi\" width=\"400\" height=\"400\" \/><\/p>\r\n<p>As a Solutions Architect, Saylee is passionate about combining data strategy with marketing analytics. Prior to joining Iterable, she championed mobile technology with location services. When Saylee's not sharing her expertise on all things mobile marketing, she enjoys working on different watercolor painting techniques.<\/p>\r\n<p>Saylee is here to answer the mobile questions she receives most often when working with clients. Let's dive right in!<\/p>\r\n<h4>How do push notifications actually work?<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">Push notifications<\/a> are short messages that pop up on the user's mobile device. These messages may serve one or more of the following purposes:<\/p>\r\n<ul>\r\n\t<li>They nudge the user to take a specific action<\/li>\r\n\t<li>They can bring users back to the application<\/li>\r\n\t<li>They can also be used to convey the value of your application<\/li>\r\n<\/ul>\r\n<p>Going a layer deeper, let\u2019s look at the main components of mobile push notifications:<\/p>\r\n<ul>\r\n\t<li><strong>Push notifications service on mobile devices<\/strong> - Each mobile operating system (e.g. Android, iOS, FireOS) has its own push notification policies.<\/li>\r\n\t<li><strong>Push notifications provider<\/strong> - The provider (in our case, Iterable) authenticates itself with the OS push notification service (OS PNs).<\/li>\r\n\t<li><strong>Mobile client app<\/strong> - This is your mobile application ready to receive push notifications sent by a provider.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_25244\" align=\"alignnone\" width=\"660\"]<img class=\"wp-image-25244 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_Graphic-01.png\" alt=\"How push notifications work for mobile marketing\" width=\"660\" height=\"350\" \/> <em>The process of sending push notifications doesn\u2019t have to be overly complex.<\/em>[\/caption]\r\n\r\n<p>As you can see in the diagram above, when you create a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360035079872-Push-Notification-Overview-\" target=\"_blank\" rel=\"noopener\">push campaign in Iterable<\/a>, Iterable authenticates the push configuration, identifies the active devices and sends the campaign to the users. It is worthwhile to remember that different mobile operating systems (OS) may treat push notifications differently given the variance in underlying OS policies.<\/p>\r\n<h4>How do I get users to opt in to push notifications?<\/h4>\r\n<p>Push notifications are an integral part of your mobile marketing strategy, as <a href=\"https:\/\/www.invespcro.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener\">65% of users return to an app within 30 days of install if the push is enabled<\/a>.<\/p>\r\n<p>While iOS requires an explicit opt-in to push notifications, users can also change these preferences later in their device settings. So that leaves us with a question: how do you get users to opt into the push notifications?<\/p>\r\n<p>It is recommended to build the entire communication flow for new users and explain to them why certain permissions are required for your application or enhance the experience. You can also employ other mobile channels, such as in-app notifications, to show what information you will send them via push.<\/p>\r\n\r\n[caption id=\"attachment_25194\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-25194 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screenshot_20200614-210512_Drops.jpg\" alt=\"Setting mobile preferences in the Drops app\" width=\"1080\" height=\"2220\" \/> <em>Language learning app Drops allows users to set their preferences, making personalization that much easier. Source: Drops<\/em>[\/caption]\r\n\r\n<p>If users deny the permissions, understand which channels they're engaging with most and what content keeps them active. Let them first get acquainted with the application using other mobile channels, such as SMS or in-app messaging. In a few days show them another in-app message explaining how their experience will be better with the push notifications.<\/p>\r\n<h4>Why do I need a mobile inbox? How does it work?<\/h4>\r\n<p>In-app messages play an important role in delivering additional information about your products or promotions. They are displayed when the user is actively engaged in the application.<\/p>\r\n<p>However, in-app messages are deleted as soon as users read and close them. Give your messages a longer shelf life by storing them to revisit later in the <a href=\"https:\/\/iterable.com\/blog\/4-mobile-marketing-channels\/\" target=\"_blank\" rel=\"noopener\">mobile inbox<\/a>, thus adding a layer of versatility to the application.<\/p>\r\n<p>With a mobile inbox, you can:<\/p>\r\n<ul>\r\n\t<li>Store system updates or app updates for users to revisit in the future<\/li>\r\n\t<li>Make using your app easier by offering more evergreen content, like onboarding guides<\/li>\r\n\t<li>Store when the user is doing a certain activity, such as scanning, searching, or watching a video. Instead of displaying this as an in-app message, store it in the mobile inbox so users can see the message later.<\/li>\r\n<\/ul>\r\n<p>Iterable's <a href=\"https:\/\/iterable.com\/blog\/introducing-mobile-inbox\/\" target=\"_blank\" rel=\"noopener\">Mobile Inbox<\/a> feature uses silent push notifications to deliver the message, giving users the chance to view it without interrupting their experience with your app. It\u2019s a key extension of the in-app messaging feature. With the mobile inbox, you are gaining a dedicated channel to reach your users at their convenience.<\/p>\r\n<h4>How can I increase my active users?<\/h4>\r\n<p>Congratulations on producing a healthy number of active users! Now, let\u2019s understand what keeps your users engaged with your brand. Over <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\" target=\"_blank\" rel=\"noopener\">1 in 3 consumers<\/a> have engaged with a new brand as a result of the innovative or compassionate way they\u2019ve responded to the pandemic.<\/p>\r\n<p>When focusing across multiple mobile channels, look for trends in user activities:<\/p>\r\n<ul>\r\n\t<li>Gather the data to gain a better understanding of the user journey<\/li>\r\n\t<li>Send users communications triggered by their unique path in the application and personalize the communication using the data you gathered in the process<\/li>\r\n\t<li>Use the right channel and use multiple channels. Create a unified experience by using a mobile channel to complete the communication from their web or email interactions.<\/li>\r\n\t<li>A data-driven understanding of the user journey works like magic to send personalized communications and keep users engaged more frequently and for longer periods of time.<\/li>\r\n<\/ul>\r\n<h4>How do I get users to complete a conversion?<\/h4>\r\n<p><a href=\"https:\/\/www.salecycle.com\/blog\/stats-en-us\/why-are-mobile-conversion-rates-lower-than-desktop\/\" target=\"_blank\" rel=\"noopener\">Mobile traffic has steadily increased<\/a> in recent years, but conversion rates still show consumers are using desktop as their preferred conversion channel. Looking at the primary goal of your business, think about which user behaviors would benefit your business.<\/p>\r\n<p>Once you have identified key moments in your user journey, the next step is to note the key turning points in the user journey. Consider documenting the action\/behavior that qualifies as a step closer to your primary and secondary conversion goals. Then identify the right triggers and automate the personalized in-app communication.<\/p>\r\n<p>Don\u2019t forget to formulate the custom conversions that will take the user to your long-term goals. For instance, if your primary goal is getting more premium subscribers, then your secondary goal could be building a relationship with trust, expressing your brand value to resonate with your users. Identifiable actions, in this case, could feature usage data.<\/p>\r\n<p>Once you have a clear picture of your goals and milestones, nudge the users one step closer to your conversion goals. Never stop optimizing the campaign. You can run an A\/B test to experiment with different variations.<\/p>\r\n<p>If you're using the Iterable platform, try <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization<\/a> (STO) to send the campaigns. STO takes the guesswork out and lets AI decide when is the best time to send a campaign to a user. Ultimately, show them you care and value your users.<\/p>\r\n<h4>How do I increase user retention with mobile channels?<\/h4>\r\n<p>Getting the most out of your mobile campaigns means deciding which in-app interactions are most valuable. Deploying the right form of an in-app message can improve user retention across mobile channels.<\/p>\r\n<p>For example, using a banner for a quick update is a non-intrusive way to keep users informed. On the other hand, using a mobile inbox can be helpful in ongoing promotions, since it will let users access the promo code even after the in-app message is closed.<\/p>\r\n<p>Suppose you have a weekly promotion. In this case, you can send an in-app notification and store it in the mobile inbox until it expires.<br \/>\r\n<br \/>\r\nPush notifications are also a powerful way to send a message outside of an application. Use the right channel for the right message. Send time-sensitive messages or reminders via SMS, push notification, or email; send others through in-app or mobile inbox. Your users are your most valuable assets, so focus your energy and strategy on them and a loyal user base will follow.<\/p>\r\n<h4>What is mobile optimization, and how can I use it to improve the user experience?<\/h4>\r\n<p>You want your marketing content equally accessible from a desktop website and a mobile application. Mobile optimization refers to the optimal display of the content and the usability factor of the mobile or web app on mobile devices.<\/p>\r\n<p>Out-of-place buttons or counterintuitive application design can lead to a frustrating user experience. Frustrations create friction and can lead to increased churn. Why limit mobile optimization efforts to your mobile or web apps, when you can optimize every channel to meet the standards of your brand delivery?<\/p>\r\n<p>While email may seem like a less obvious channel for mobile marketing, most emails are now opened on smartphones. Make sure your emails are mobile-friendly and responsive to the different screen sizes.<\/p>\r\n<p>Add responsive design to your websites. The key is to keep mobile users in mind while building the responsive design; as part of this effort, make the images lighter and faster, optimize the web page loading\u2014all in all, make the experience leaner.<\/p>\r\n<p>Optimizing the web, mobile app and email are great starting points for mobile optimization but in order to fully optimize the mobile experience, increase the ways you interact with your users:<\/p>\r\n<ul>\r\n\t<li>Advertise the latest deals and promotions by using multiple channels such as email, in-app, and SMS.<\/li>\r\n\t<li>Keep the message stored in the mobile inbox until the promotion expires or the user deletes the message. A mobile inbox lets you keep the promotional offers for users to revisit them, boosting the conversion rate.<\/li>\r\n\t<li>Send a text message. Create highly targeted campaigns with SMS and keep your communications personal and simple.<\/li>\r\n\t<li>Use push notifications to engage users outside of the application (web or mobile).<\/li>\r\n<\/ul>\r\n<p>Use user interactions from the web to send messages to them in the mobile app. Connect the channels together by collecting the right engagement data in real time, and let that data empower your dynamic segmentation.<\/p>\r\n<p>Lastly, test, test, test! More than ever, users are initiating interaction via mobile devices. If a campaign doesn\u2019t trigger a spark between your brand and your consumer, pivot your strategy. Use A\/B tests to experiment with different variations. Never stop optimizing!<\/p>\r\n<h3>Take the Next Step With Iterable<\/h3>\r\n<p>Your customers have high expectations for your brand. They want to feel connected, respected and valued. To accomplish this, you must build an unforgettable customer experience\u2014one that\u2019s cross-channel, cohesive and personal.<\/p>\r\n<p>In this Q&amp;A with Saylee Joshi, we reviewed several strategies to empower your users with optimized and personalized communication. <a href=\"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">Mobile marketing<\/a> is the crucial lynchpin of successful marketing campaigns. As you embark on the journey of crafting your own mobile marketing strategy, we are here to support you in a variety of ways.<\/p>\r\n<p>Take a step closer to your customers this year and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> with our team! You\u2019ll be connected with someone from Iterable who, like Saylee, is passionate about progress and personalization.<\/p>","post_title":"Ask an Iterator: Saylee Joshi on Mobile Marketing","post_excerpt":"In our latest \"Ask an Iterator,\" we ask mobile expert Saylee Joshi common mobile marketing questions to make the most of your user journey.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-saylee-joshi-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-03-30 13:18:38","post_modified_gmt":"2021-03-30 20:18:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25162","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 30, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/033021_Saylee-Joshi-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-saylee-joshi-mobile-marketing\/"},{"ID":25010,"post_author":"79","post_date":"2021-03-26 09:06:11","post_date_gmt":"2021-03-26 16:06:11","post_content":"<p>As we soar past the year-mark of the pandemic, organizations have paused and reflected on the ups and downs of their businesses over the last year. There have been some clear \u201cpandemic winners\u201d\u2014think Amazon, Zoom, Netflix\u2014but many more have struggled.<\/p>\r\n<p>It begs the question: What can we learn from thriving companies in order to grow in a post-pandemic marketing reality? And with so many things still in flux, what can we control?<\/p>\r\n<p>The coronavirus continues to provide a big lesson on the importance of agility, as companies found they had to adapt and respond quickly to changing events. While some of the <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener\">marketing tactics we saw in 2020<\/a> may be temporary, many brands have pivoted away from action-oriented marketing, instead taking a more <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">empathetic approach<\/a>.\u00a0<\/p>\r\n<p>Marketers now realize how important it is to be comfortable with change and willing to shift gears when necessary. While uncertainty has almost become commonplace, we\u2019ve also seen various ways in which we can control marketing efforts during this wildly chaotic...err...\u201cunprecedented\u201d time.\u00a0<\/p>\r\n<p>We\u2019ve seen attitudes shift towards relevance and social, cultural and political values, which have taken on new importance and enduring impact. To help guide your strategies into the post-pandemic marketing future, we\u2019ve identified three techniques you can employ now to amplify the way you\u2019re reaching your customers.<\/p>\r\n<h3>3 Techniques for Post-Pandemic Marketing<\/h3>\r\n<h4>1. Conveying compassion through messaging and design<\/h4>\r\n<p>How can your brand best convey compassion? Remember that your customers are people, too!\u00a0<\/p>\r\n<p>They have different experiences and viewpoints, and we can learn a lot by tuning in and listening to them. The pandemic experience has shed light on how brands can be resilient through these challenging times with the right messaging.\u00a0<\/p>\r\n<p>Depending on your brand and audience, consider experimenting and A\/B testing <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">different design trends<\/a> and personalizing messaging to different segments. Remember to track your baseline and constantly iterate on results.<\/p>\r\n<p>In the following example, <a href=\"https:\/\/www.airbnb.com\/\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a> first empowers readers by outlining its priority to ensure hosts remain in control of their hosting business. Hosts often depend on Airbnb for their livelihood or a major portion of their income, so they provide readers with various resources depending on how they prefer to interact with the Airbnb brand.<\/p>\r\n\r\n[caption id=\"attachment_25053\" align=\"alignnone\" width=\"578\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/weekly-host-digest-preparing-for-guests-again\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25053 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/weekly-host-digest-preparing-for-guests-again-e1616625471848.png\" alt=\"Airbnb Email - How to adapt your hosting strategy\" width=\"578\" height=\"2071\" \/><\/a> <em>Airbnb uses email to highlight the power of the hosts. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/weekly-host-digest-preparing-for-guests-again\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Airbnb subscribers may want to read through a blog post on tips &amp; tricks, explore a new feature on the platform, or actively participate in an AMA webinar. The email's well-structured headlines, clean design and clear CTAs make it easy for users to take action.<\/p>\r\n<p>If your organization is utilizing cross-channel post-pandemic marketing or offers a diverse product mix, consider the customer\u2019s experience. As consumers have been pushed to adapt digital channels at a rapid pace, their expectations have been heightened for both a personalized and fluid online brand experience.<\/p>\r\n<p>More than just having an option to buy online, does your organization offer delivery, as well as in-store or curbside pickups? How easy to use is your app, and are those experiences interconnected?<\/p>\r\n<p>Consider <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target\u2019s<\/a> response below. Although stores stayed open in order to provide guests with essential goods, the retailer clearly outlined the safety steps and measures taken in a clean, infographic format. With constant updates and changing regulations, it helps to visually explain how the brand is assisting customers in taking proper safety precautions.<\/p>\r\n\r\n[caption id=\"attachment_25080\" align=\"alignnone\" width=\"1632\"]<a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25080 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-24-at-3.32.17-PM.png\" alt=\"Target, Marketing in a Post-Pandemic Reality: What Can We Learn?\" width=\"1632\" height=\"838\" \/><\/a> <em>Target clearly showcases the measures taken to ensure everyone remains safe. Source: <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Treat both consumers and employees with empathy<\/h4>\r\n<p>One thing we love to see in brands is how they\u2019ve treated their employees during the pandemic. <a href=\"https:\/\/go.morningconsult.com\/CT-2020-04-15-1377-Weathering-The-Storm-In-The-COVID-19-Era_LP-Download.html\" target=\"_blank\" rel=\"noopener\">90% of consumers<\/a> said that even in tough times, it is important to them that brands take care of their employees and treat them well. Have you announced a remote-work option for all employees? Introduced mandatory paid time off days to encourage work-life balance?<\/p>\r\n<p><a href=\"https:\/\/robinpowered.com\/\" target=\"_blank\" rel=\"noopener\">Robin<\/a>, a hybrid workplace software provider, first acknowledges the stress that both its customers and employees may be experiencing, but then offers tangible advice and steps to take to keep them safe when re-opening offices. This email assures readers that the company is on their side and here to support them.<\/p>\r\n\r\n[caption id=\"attachment_25060\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/covid-19-making-your-office-safer-for-everyone\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25060 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Robin1-1.png\" alt=\"Robin Email WFH Safety in Pandemic\" width=\"680\" height=\"1383\" \/><\/a> <em>Robin provides tangible advice as employees and customers become remote. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/covid-19-making-your-office-safer-for-everyone\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/peakon.com\/us\/\" target=\"_blank\" rel=\"noopener\">Peakon<\/a>, an employee management software company, <a href=\"https:\/\/reallygoodemails.com\/school\/how-to-be-a-human-marketer-in-a-pandemic-like-covid19\" target=\"_blank\" rel=\"noopener\">takes an informational approach<\/a> to provide various internal and external resources to business owners, offering a webinar to discuss steps the company has taken to support their remote employees, as well as an article with recommendations from their Chief Product Officer.<\/p>\r\n\r\n[caption id=\"attachment_25101\" align=\"alignnone\" width=\"830\"]<img class=\"size-full wp-image-25101\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-26-at-10.20.28-AM.png\" alt=\"Peakon Pandemic Email\" width=\"830\" height=\"1704\" \/> Peakon provides internal and external resources to business owners as a one-stop resource. Source: <a href=\"https:\/\/reallygoodemails.com\/school\/how-to-be-a-human-marketer-in-a-pandemic-like-covid19\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>[\/caption]\r\n\r\n<p>Even as consumers change their spending habits, it\u2019s shown that employee treatment impacts brand favorability. We know that to build a more meaningful connection with consumers, brands must practice empathy\u2014but also prioritize maintaining relationships with both customers and employees.<\/p>\r\n<h4>3. Don\u2019t add to the chaos<\/h4>\r\n<p>According to a <a href=\"https:\/\/www.edelman.com\/research\/covid-19-brand-trust-report\" target=\"_blank\" rel=\"noopener\">survey conducted by Edelman<\/a>, consumers are more likely to purchase something from a company during and after the COVID-19 crisis if that company has spoken out appropriately about the pandemic. Further, 84% of respondents say that they want \u201cbrand advertising to focus on how brands help people cope with pandemic-related life challenges,\u201d focusing their messaging on solutions, not selling.<\/p>\r\n<p>Consider this email from <a href=\"https:\/\/www.flickr.com\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a>, which offers an actionable plan for photographers who have lost work or income opportunities. Here, they\u2019ve collected different resources and linked to loan assistance, as well as a community support group.<\/p>\r\n\r\n[caption id=\"attachment_25023\" align=\"alignnone\" width=\"708\"]<a href=\"https:\/\/www.flickr.com\/\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25023 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Flickr1-e1616625064953.png\" alt=\"Flickr Email for Photographers\" width=\"708\" height=\"1100\" \/><\/a> <em>Flickr collected a group of resources for photographers. Source: <a href=\"https:\/\/www.flickr.com\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/em>[\/caption]\r\n\r\n<p>The pandemic has impacted us on an individual level worldwide, and providing empathetic communications and actions will lessen the risk of inadvertently coming off as insensitive. Don\u2019t add to the chaos.<\/p>\r\n<p>Think about the content and timing of your messaging; what kind of value you\u2019re providing; the tone of your emails; and whether you\u2019re offering the appropriate tools for support.<\/p>\r\n<h3>Are these post-pandemic strategies here to stay?<\/h3>\r\n<p>In short, yes. We fundamentally changed the way we think, behave and consume in 2020, and the need for change is far from over. In fact, many marketers are planning on <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">maintaining these new customer communication strategies<\/a> well into 2021.<\/p>\r\n<p>Using the knowledge we\u2019ve gained from watching brands grow and change, we continue to identify what is in our ability to tweak so we can remain in control of our messaging across channels.<\/p>\r\n<p>Understanding emotional intelligence as a concept can be retooled towards marketing. As we dive deeper into the post-pandemic world, combine this emotional intelligence with your traditional marketing tools like A\/B testing, creatives and CTAs. With this combination in place, customers will see your brand as one they can connect with, depend on, and trust.<\/p>\r\n<p><em>Find out what other brands have done to succeed during the pandemic and beyond at Iterable's signature conference, <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>, on April 7.<\/em><\/p>","post_title":"Marketing in a Post-Pandemic Future: What Can We Learn?","post_excerpt":"To guide your strategies into the post-pandemic marketing future, we\u2019ve identified 3 techniques you can employ to connect with customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"post-pandemic-marketing","to_ping":"","pinged":"","post_modified":"2021-03-26 10:21:30","post_modified_gmt":"2021-03-26 17:21:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25010","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 26, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing in a Post-Pandemic Reality: What Can We Learn?\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/post-pandemic-marketing\/"},{"ID":24965,"post_author":"35","post_date":"2021-03-23 09:18:30","post_date_gmt":"2021-03-23 16:18:30","post_content":"<p>Previously, we've spoken about the <a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\" target=\"_blank\" rel=\"noopener\">different types of marketers<\/a>. The Dreamers, Builders and Makers are the ones who comprise the All-Stars behind the best customer experiences, but what if we dove in one level further to spotlight what makes some of these marketers great?<\/p>\r\n<p>As we're in the back half of <a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a>, Iterable looked internally and externally to find a few of the women doing amazing things in marketing today. To liven it up a bit, we gave them a few small challenges to tackle and show us how they get in the right mindset to be complete <a href=\"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/\" target=\"_blank\" rel=\"noopener\">badasses<\/a>.<\/p>\r\n<p>Speaking of which, if you're looking to hear from more women being the change they want to see in the world, register for \"<a href=\"https:\/\/iterable.com\/webinars\/female-founded-brands\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=women-in-marketing\" target=\"_blank\" rel=\"noopener\">Female Founded: How LOLA and Minibar Delivery Disrupted Their Categories and Built Loyal Audiences<\/a>.\"\u00a0<\/p>\r\n<p>And now, for our All-Stars.\u00a0<\/p>\r\n<h3>Women Crushing It in Marketing Today<\/h3>\r\n<h4>How do you find balance outside of work?<\/h4>\r\n\r\n[caption id=\"attachment_24966\" align=\"alignnone\" width=\"576\"]<img class=\"wp-image-24966 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/1BE10D89-2A27-45C8-9C8F-F57652BB0F40-Sonam-Patel-576x1024.jpg\" alt=\"Women in Marketing - Sonam Patel hugging a tree\" width=\"576\" height=\"1024\" \/> <em>Sonam becoming one with nature.<\/em>[\/caption]\r\n\r\n<p>Sonam Patel, Digital Marketing Manager at <a href=\"https:\/\/pressedjuicery.com\/\" target=\"_blank\" rel=\"noopener\">Pressed Juicery<\/a>, finds balance by getting some fresh air at any opportunity.<\/p>\r\n<blockquote>\r\n<p><em>\"I find balance outside of work by going on hikes at least three times a month!\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>What is your go-to WFH uniform?<\/h4>\r\n\r\n[caption id=\"attachment_24972\" align=\"alignnone\" width=\"786\"]<img class=\"wp-image-24972 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/GT-at-work-Ginny-Tonkin-1.jpg\" alt=\"Women in Marketing - Ginny Tonkin all dressed up\" width=\"786\" height=\"540\" \/> <em>Sometimes feeling \"put together\" can make all the difference.<\/em>[\/caption]\r\n\r\n<p>We've all had changes to our daily wardrobe\u2014some flipping through the same five (ok...two) outfits. Ginny Tonkin, Sr. Demand Generation Marketing Manager at Iterable, opts more for the <a href=\"https:\/\/www.youtube.com\/watch?v=gSjM5B3QNlw\" target=\"_blank\" rel=\"noopener\">treat yo'self<\/a> path to get into a productive mindset for the day.<\/p>\r\n<blockquote>\r\n<p><em>\"My go-to WFH uniform still requires light makeup so I feel 'put together,' but I wear clothes that I generally feel like I can move around in. That way I can take walking breaks throughout the day. If I'm honest, my new favorite 'outfit' has been my wetsuits!\"<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_24975\" align=\"alignnone\" width=\"821\"]<img class=\"wp-image-24975 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Wetsuit-Ginny-Tonkin-821x1024.jpg\" alt=\"Women in Marketing - Ginny Tonkin in a wetsuit\" width=\"821\" height=\"1024\" \/> <em>The beach can be considered a home office too!<\/em>[\/caption]\r\n\r\n<h4>What do you do to spark creativity or productivity when you hit a wall?<\/h4>\r\n\r\n[caption id=\"attachment_24978\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-24978 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/IMG_0944-Kait-Creamer-1024x768.jpg\" alt=\"Women in Marketing - Kait Creamer taking up roller skating\" width=\"1024\" height=\"768\" \/> <em>Letting loose can really get the creative juices flowing.<\/em>[\/caption]\r\n\r\n<p>We've all hit a wall of some sort during the pandemic. Luckily for Kait Creamer, CRM Marketing Manager at <a href=\"https:\/\/www.framer.com\/\" target=\"_blank\" rel=\"noopener\">Framer<\/a>, she's been able to take advantage of one of her favorite outlets.<\/p>\r\n<blockquote>\r\n<p><em>\"I can always tell I'm burnt out when I'm working long hours and never feeling 'caught up.' Leaving the house to tackle physical challenges at the skatepark helps me take a brain break and get a bit of my creative spark back.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>How it started vs. how it's going since the pandemic began?<\/h4>\r\n\r\n[caption id=\"attachment_24981\" align=\"alignnone\" width=\"768\"]<img class=\"wp-image-24981 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/IMG_0462-preview-768x1024.jpg\" alt=\"Jennifer Sue stocking up with canned food at Target\" width=\"768\" height=\"1024\" \/> <em>We all did this to some degree. Don't lie.<\/em>[\/caption]\r\n\r\n<p>The start of the pandemic was...frantic. Jennifer Sue, Director of Field and Account-Based Marketing at Iterable, dove in headfirst to make sure she was prepared for what was to come.<\/p>\r\n<blockquote>\r\n<p><em>\"There was no telling how long that first lockdown would last and what sort of changes were to come. At the beginning I was focused on making sure my family and I were safe and ready for the next step.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>Since then, Jennifer has made the most of her time at home.<\/p>\r\n\r\n[caption id=\"attachment_24987\" align=\"alignnone\" width=\"768\"]<img class=\"wp-image-24987 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/IMG_1943-768x1024.jpeg\" alt=\"Jennifer Sue planting trees\" width=\"768\" height=\"1024\" \/> <em>Jennifer took up hobbies that will bear fruit for years to come!<\/em>[\/caption]\r\n\r\n<blockquote>\r\n<p><em>\"How it's going now is all about growth! I've tried so many new things in the past year from latte art to calligraphy and now gardening. Normally I love traveling, so it has been challenging, but I have found so many new passions that I will definitely keep going.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>Sonam, Ginny, Kait, Jennifer, and thousands of other badass women in marketing will all be at Activate Live this year! <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Register today<\/a> (for free!) and find them on April 7th to share the ways you're staying balanced, creative and energized.<\/p>","post_title":"Women in Marketing: A Gallery of All-Stars","post_excerpt":"Iterable found a few of the women doing amazing things in marketing today and asked them to share their stories on balance and creativity. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"women-in-marketing","to_ping":"","pinged":"","post_modified":"2021-03-23 09:18:30","post_modified_gmt":"2021-03-23 16:18:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=24965","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 23, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"All Star Women in Marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/women-in-marketing\/"},{"ID":24881,"post_author":"7","post_date":"2021-03-17 09:33:41","post_date_gmt":"2021-03-17 16:33:41","post_content":"<p>Iterable is thrilled to <a href=\"https:\/\/www.prweb.com\/releases\/iterable_expands_leadership_team_to_power_empathy_driven_customer_experiences\/prweb17803672.htm\" target=\"_blank\" rel=\"noopener\">announce today<\/a> the addition of five leadership team members in 2020 who will be pivotal in furthering the company\u2019s vision of empowering empathy-driven customer engagement. With a diversity of knowledge and lived experiences across the enterprise landscape, these leaders bring decades of collective wisdom that is fundamental to Iterable\u2019s continued success.<\/p>\r\n<p>In a <a href=\"https:\/\/www.prweb.com\/releases\/iterable_expands_leadership_team_to_power_empathy_driven_customer_experiences\/prweb17803672.htm\" target=\"_blank\" rel=\"noopener\">press statement<\/a>, Iterable co-founder and CEO Justin Zhu shared his thoughts on the news:<\/p>\r\n<blockquote>\r\n<p>\u201c<em>Empathic leadership is essential to fulfilling Iterable\u2019s humanity-driven vision. We are elated to welcome such wonderful, empathetic leaders to the Iterable family. Their combined wisdom, lived experiences and heart are fundamental to supporting the thousands of Iterators in our community today and tomorrow<\/em>.\u201d<\/p>\r\n<\/blockquote>\r\n<p>Why did these leaders decide to join Iterable, and what are they most excited about in the year to come? Here's what they each had to say in their own words.<\/p>\r\n<h3>Iterable's Key Additions<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-24904\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Bela.png\" alt=\"Leadership team - Bela Stepanova, VP of Product\" width=\"600\" height=\"150\" \/><\/p>\r\n<p>Before joining Iterable, Bela founded Box\u2019s growth team, where she was first introduced to the power of Iterable. She has held numerous product leadership positions, spending nearly 15 years building and designing products used by millions of users, from fintech to e-commerce to SaaS productivity. As a product leader, her biggest passion is people\u2014bringing a user experience-first mindset to B2B products and building incredible, diverse teams. Bela has an engineering background and holds a BA in Computer Science from UC Berkeley.<\/p>\r\n<blockquote>\r\n<p><em>\"Having experienced the power of Iterable firsthand, I was humbled to get a call from Jeff. The vision and the scale presented an exciting product challenge: powering sustainable business growth via value and empathy-driven experiences for billions of people. Then meeting the team of Iterators sealed the deal. I felt like I found a group of people who believe in each other and what we are trying to accomplish, and live every day with shared values.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone size-full wp-image-24913\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Mike.png\" alt=\"Mike McGuire, VP of Sales, EMEA\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Prior to joining Iterable, Mike spent nearly six years at Salesforce, where he rose the ranks from individual contributor to Regional VP of Enterprise Sales. He has 18 years of experience across multiple industries, including SaaS, property and humanitarian organizations. Mike brings a proven track record in multinational selling and business growth. He earned his MSc in Business at University College Dublin and his BBS (Hons) at Dublin Institute of Technology.<\/p>\r\n<blockquote>\r\n<p><em>\"I sent my CV to Justin Zhu 48 hours after hearing about the company and its product. There is no other multichannel marketing platform in the market that makes personalisation at scale effortless for enterprise companies. But what makes Iterable so exciting in the long term is the amazing culture that acts as a magnet for the world's best talent.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone wp-image-24907 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Bill.png\" alt=\"Leadership team - Bill Press, SVP of Engineering\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Bill joins Iterable from Optimizely, where he led a technology team of 120 people strong. He has over a decade of experience in enterprise SaaS, including at Salesforce leading the Search Technologies group and creating the developer-focused Productivity Cloud. Prior to Salesforce, Bill built distributed, high-scale enterprise search systems. He has a background in neuroscience and holds a Ph.D. in Computation and Neural Systems from Caltech.<\/p>\r\n<blockquote>\r\n<p><em>\"When I chose Iterable last year, it was because it had three things I could not find in any other single company: 1) a fast-growing business with a passionately dedicated customer base, 2) a strong leadership team capable of taking the company the distance, and 3) an amazing culture, grounded in warmth and humanity\u2014key ingredients to creating a high-performing sustainable organization.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone size-full wp-image-24910\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Jan.png\" alt=\"Jan Zeman, SVP of Sales, Americas\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Jan comes to Iterable from Medallia, where he helped lead the company's growth from $150 million to over $500 million in revenue. Prior to Medallia, Jan spent nine years in sales leadership at Responsys, where he was a key member of the company\u2019s journey through its IPO in 2011 and acquisition by Oracle in 2013 for $1.5 billion. Jan received his BS from Georgetown University.<\/p>\r\n<blockquote>\r\n<p><em>\"I have seen firsthand how hard it is for brands to personalize customer communications across channels at scale. When I got under the hood, I saw how Iterable's real-time platform and modern data architecture massively simplifies the effort required to create a great customer experience. However, it was the team that really blew me away. It's clear that Iterable's values are embodied by every person in the company. It truly is a special place.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone wp-image-24916 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Sanam.png\" alt=\"Leadership team - Sanam Saaber, General Counsel\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Sanam has spent the last 13 years representing organizations and products that are used by millions of people globally. She served as General Counsel and COO for DFINITY, as well as VP, Legal, at Box, where she led its commercial practice through its fundraising, growth, and IPO. Prior to her leading various legal teams, she started her career as a geneticist focused on cancer and stem cell research, and is passionate about the intersection of science and law.<\/p>\r\n<blockquote>\r\n<p><em>\"I joined Iterable to be a part of an amazing team aiming to reimagine the global economy powered by communities and brands. The pandemic has accelerated the speed at which digital marketing and advertising are changing, and fueled the significant growth of many new online industries. With this inflection point, Iterable is poised to enable a commerce transformation and tackling this challenge from both a legal and business capacity is exciting.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3>Join Iterable's Leaders at Activate Live<\/h3>\r\n<p>Iterable and its leadership team look forward to sharing knowledge, innovations and strategies on how brands can power unified customer experiences at its fourth-annual growth marketing conference Activate Live on April 7th. Complimentary registration for the virtual event is <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=pr\" target=\"_blank\" rel=\"noopener\">now open<\/a>.<\/p>","post_title":"Expanding Our Leadership Team to Power Empathetic Engagement","post_excerpt":"The newly bolstered leadership team will be pivotal in furthering the company\u2019s vision of empowering empathy-driven customer engagement.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"expanding-leadership-team","to_ping":"","pinged":"","post_modified":"2021-03-17 09:33:41","post_modified_gmt":"2021-03-17 16:33:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=24881","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/031721_Leadership-Announcement_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Headshots of additions to Iterable&#039;s leadership team\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/expanding-leadership-team\/"},{"ID":12851,"post_author":"35","post_date":"2021-03-16 10:32:47","post_date_gmt":"2021-03-16 17:32:47","post_content":"<p>Valentine\u2019s Day may be over, but as long as some of us have dark chocolate hidden under our beds, we can still talk about romance.<\/p>\r\n<p>And romance takes work. Ideally, we would love the perfect meet-cute where we waltz into a coffee shop, lock eyes with the shopkeeper, and run off into the sunset holding hands. That\u2019s easy. That\u2019s fun. But in reality, most chance encounters are likely to lead to rejection, not romance.<\/p>\r\n<p>So why are we talking about relationships when we should be focusing on customers?<\/p>\r\n<p>Because today\u2019s customers <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">expect more from the brands<\/a> they do business with. They expect to be treated with respect. They want to be seen as more than a number or a conversion.<\/p>\r\n<p>And this is exactly where the concepts collide. To make a connection, you have to approach the customer relationship like you would a romantic relationship.<\/p>\r\n<h3>Win Over Customer Hearts and Minds<\/h3>\r\n<p>This month, the teams at <a href=\"https:\/\/tinuiti.com\/\" target=\"_blank\" rel=\"noopener\">Tinuiti<\/a> and Iterable got together for a webinar on customer relationship advice: \u201c<a href=\"https:\/\/tinuiti.com\/content\/webinars\/win-customers-hearts-minds-with-a-personalized-email-strategy\/?utm_campaign=Oktopost-CRM+%26+Audiences+%26+Email+-+Blog&amp;utm_medium=organic&amp;utm_source=linkedin&amp;utm_tag=Type:Blog\" target=\"_blank\" rel=\"noopener\">Win Customers\u2019 Hearts and Minds with a Personalized Email Strategy<\/a>.\u201d We discussed trust, brand ethics and customer sentiment, as well as how personalization and connection manifest as a result. If you want to learn the application of a relationship-building strategy, be sure to <a href=\"https:\/\/tinuiti.com\/content\/webinars\/win-customers-hearts-minds-with-a-personalized-email-strategy\/?utm_campaign=Oktopost-CRM+%26+Audiences+%26+Email+-+Blog&amp;utm_medium=organic&amp;utm_source=linkedin&amp;utm_tag=Type:Blog\" target=\"_blank\" rel=\"noopener\">watch the recording<\/a>!<\/p>\r\n<p>In the meantime, here\u2019s the TL;DR on the topic, so you can get back to building relationships and creating content.<\/p>\r\n<h3>The Top 8 Tenets of the Customer Relationship<\/h3>\r\n<h4>1. Trust<\/h4>\r\n<p>For consumers and their personal data, <a href=\"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/\" target=\"_blank\" rel=\"noopener\">trust<\/a> has arguably become the top priority. After all, <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-03\/2020%20Edelman%20Trust%20Barometer%20Brands%20and%20the%20Coronavirus.pdf\" target=\"_blank\" rel=\"noopener\">four out of five consumers<\/a> say they need to be able to trust a brand in order to buy from them.<\/p>\r\n<p>The ideal customer experience bakes trust into every message and interaction. Foster that trust by combining data with contextualized communications.<\/p>\r\n<h4>2. Transparency<\/h4>\r\n<p>Consumers are smart: They do their <a href=\"https:\/\/transaction.agency\/ecommerce-statistics\/81-of-shoppers-research-their-product-online-before-purchasing\/\" target=\"_blank\" rel=\"noopener\">research<\/a> and explore their options. And when they share their data with brands, they expect transparency on how it will be used.<\/p>\r\n<p>Whether you're collecting insights from their purchase history or asking them to share their interests and preferences, be open about how you'll enhance their customer experience with this information.<\/p>\r\n<p>Once customers recognize the value of a personalized experience, they will be more willing to continue reciprocating that transparency with you.<\/p>\r\n<h4>3. Conversation<\/h4>\r\n<p>Imagine you are on a first date. They ask how your day was, you elucidate, and then you wait...and wait. Nothing.<\/p>\r\n<p>The key to a thriving customer relationship is getting comfortable with the concept of conversation. It\u2019s ensuring that your marketing campaign is infused with check-ins, follow-ups and other forms of feedback loops. It\u2019s promising when customers tell you how they feel about a product, you listen and take action. It\u2019s about knowing what\u2019s <a href=\"https:\/\/www.inspiremore.com\/chewy-customer-service\/\" target=\"_blank\" rel=\"noopener\">going on in their lives<\/a> and seeing how you can support them.<\/p>\r\n<p>The best relationships are a back and forth, not one-sided.<\/p>\r\n<h4>4. Empathy<\/h4>\r\n<p>Your partner may not feel the same way about things as you. As a result, you can practice mindfulness and pay close attention to their emotions. Your emotional intelligence is a guiding principle in developing the right tone.<\/p>\r\n<p>Practice <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> in marketing. There\u2019s an actual person who opens, reads and processes your emails, texts, push notifications and the like. Recognizing that is not just the right thing to do\u2014it also impacts the bottom line. Brands that deliver humanized experiences are <a href=\"https:\/\/www.deloittedigital.com\/us\/en\/blog-list\/2019\/we-re-only-human--exploring-and-quantifying-the-human-experience.html\" target=\"_blank\" rel=\"noopener\">twice as likely<\/a> to outperform the revenue growth of their competitors.<\/p>\r\n<p>Our customers have different lived experiences and values. We have to listen to and learn from them. That\u2019s the only way we talk with\u2014not at\u2014them.<\/p>\r\n<h4>5. Passion<\/h4>\r\n<p>\u201cWhat do you like to do in your free time?\u201d It\u2019s a pretty common question when you're getting to know someone. But when you really take a look at the core of the inquiry, you realize what you\u2019re actually asking is, \u201cWhat are you passionate about?\u201d<\/p>\r\n<p>Today\u2019s audiences want to know a brand\u2019s <a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">beliefs and values<\/a>. They want to shop with brands that share their passions.<\/p>\r\n<p>And by leveraging <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>, brands can better identify what resonates with their customers and align their messaging accordingly.<\/p>\r\n<h4>6. Authenticity<\/h4>\r\n<p>Authenticity is integral to building thriving customer relationships. <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener\">71% of consumers<\/a> say that they prefer to buy from companies that embrace their values, but folks can tell when they're just being pandered to.<\/p>\r\n<p>For a brand to be considered authentic, its communications need to be perceived as real, reliable and respectful. But you can't just talk the talk\u2014you have to walk the walk by truly standing by what you proclaim to care about.<\/p>\r\n<p>These days, platitudes are cheap, but commitments are what customers deserve.<\/p>\r\n<h4>7. Artificial Intelligence (AI)<\/h4>\r\n<p>It\u2019s really difficult to read someone's emotions. Understanding how your partner feels can help build stronger bonds. The same goes for customers: <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener\">How they feel about your brand<\/a>, in real-time and across channels, can inform smarter communication strategies.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Using AI<\/a>, marketers gain a unique advantage by being able to intelligently translate customer engagement into deeper, more meaningful connections.<\/p>\r\n<h4>8. Personalization<\/h4>\r\n<p>Personalization is formed from dynamic relationships using a one-to-one approach that appeals specifically to each individual. Personalization happens when you have access to and utilize various <a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener\">profile, behavioral, and lifecycle data points<\/a> to create user-specific experiences.<\/p>\r\n<p>The end result? A marketing campaign that meets your customers exactly where they are, with what they want to see, when they want to see it.<\/p>\r\n<h3>Customer Relationships 101<\/h3>\r\n<p>There\u2019s no single strategy or one-message fits-all formula to ensure that your relationships\u2014either personal or professional\u2014last for the long haul. It takes time to build rapport with others. And the same goes for marketing.<\/p>\r\n<p>But the beauty of marketing is that you can experiment, analyze and adjust your campaign messaging and strategy along the way. Keeping these eight tenets in mind enables you to build a lasting\u2014and individualized\u2014relationship with each customer.<\/p>\r\n<p>Learn more about how to win customers\u2019 hearts and minds with personalization by watching our recent <a href=\"https:\/\/tinuiti.com\/content\/webinars\/win-customers-hearts-minds-with-a-personalized-email-strategy\/?utm_campaign=Oktopost-CRM+%26+Audiences+%26+Email+-+Blog&amp;utm_medium=organic&amp;utm_source=linkedin&amp;utm_tag=Type:Blog\" target=\"_blank\" rel=\"noopener\">webinar with Tinuiti.<\/a><\/p>","post_title":"8 Things Your Customer Relationship Needs to Thrive","post_excerpt":"The customer relationship is about connection, much like a romantic relationship. Here are the best 8 ways to foster that connection. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"8-things-your-customer-relationship-needs","to_ping":"","pinged":"","post_modified":"2021-03-16 10:32:47","post_modified_gmt":"2021-03-16 17:32:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12851","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/031121_8-Things-Customer-Relationship_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"8 Things Every Customer Relationship Needs\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031121_8-Things-Customer-Relationship_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031121_8-Things-Customer-Relationship_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031121_8-Things-Customer-Relationship_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/8-things-your-customer-relationship-needs\/"},{"ID":12918,"post_author":"43","post_date":"2021-03-11 17:58:32","post_date_gmt":"2021-03-12 01:58:32","post_content":"Privacy changes are limiting what consumer information brands can utilize, so it\u2019s more important than ever to maximize your first-party data while also building your customer\u2019s trust. The key to building brand affinity? Email marketing and AI personalization.\r\n\r\nHear our experts talk about how your zero- and first-party data are key to an enhanced customer experience. Join us to learn how to use AI and predictive analytics. Plus, we reveal how our experts use this data to take email strategy to the next level.\r\n\r\nSome topics we discuss:\r\n<ul>\r\n\t<li>Measure customer sentiment for a highly personalized strategy<\/li>\r\n\t<li>How to apply zero- and first-party data collection to your outreach strategy<\/li>\r\n\t<li>Strategies to secure a loyal customer base in a competitive market <\/li>\r\n\t<li>Case studies to replicate for personalization success<\/li>\r\n\t<li>How to use AI for more robust, real-time personalization<\/li>\r\n<\/ul>\r\n\r\n ","post_title":"Win Customers\u2019 Hearts &amp; Minds with a Personalized Email Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"win-customers-with-personalized-email-strategy","to_ping":"","pinged":"","post_modified":"2021-03-11 17:59:07","post_modified_gmt":"2021-03-12 01:59:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12918","menu_order":8,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 11, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/win-customers-with-personalized-email-strategy\/"},{"ID":12822,"post_author":"35","post_date":"2021-03-10 11:10:12","post_date_gmt":"2021-03-10 19:10:12","post_content":"<p><a href=\"https:\/\/iterable.com\/solutions\/personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">Personalized marketing<\/a> hinges on meeting the consumer where they are at any given point. While <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation<\/a> gets you closer to individualization, what\u2019s something marketers can do to help personalize the experience before capturing in-depth profile data?<\/p>\r\n<p>Market by generation.<\/p>\r\n<p><a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">Each generation<\/a> has certain likes and dislikes when it comes to digital marketing. Of course, there are individuals within each generation who may prefer different messaging than their generation would suggest, but until that data is collected, using generational data and preferences could help select marketing techniques that best appeal to a brand\u2019s customers.<\/p>\r\n<p>Let\u2019s dig into some of the ways you can adapt your marketing by generation for greater personalization.<\/p>\r\n<h3>What's (Your) Age Again?<\/h3>\r\n<h4>Gen Z: The Filter Generation<\/h4>\r\n<p>Making up about <a href=\"https:\/\/www.fastcompany.com\/3045317\/what-is-generation-z-and-what-does-it-want\" target=\"_blank\" rel=\"noopener\">40% of the total population<\/a>, Gen Z (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 7-22<\/a>), also known as Zoomers, are pros when it comes to determining what information is most important to them and what information is not. They\u2019re filtering wizards\u2014not only because of their Snapchat skills, but also because <a href=\"https:\/\/www.fastcompany.com\/3045317\/what-is-generation-z-and-what-does-it-want\" target=\"_blank\" rel=\"noopener\">they can easily filter out noise<\/a> to find the most useful content.<\/p>\r\n<p>However, while they are experts at ignoring a high amount of digital content, they also rely on it: 58% of those in Gen Z say they start to feel uncomfortable if they\u2019re <a href=\"https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/#:~:text=Gen%20Zers%20prefer%20brands%20that,that%20contributes%20to%20social%20causes.\" target=\"_blank\" rel=\"noopener\">without an internet connection for more than four hours<\/a>.<\/p>\r\n<p>So, how does a brand stand out as useful or important to this hyper-critical, yet incredibly online generation? Showcase value upfront.<\/p>\r\n<p>Gen Z is not only proficient in filtering through information, but also brands in general. They can easily filter out brands that don\u2019t align with their <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">personal values and beliefs<\/a>. A majority (72%) of Zoomers are more likely to buy from a company that <a href=\"https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/#:~:text=Gen%20Zers%20prefer%20brands%20that,that%20contributes%20to%20social%20causes.\" target=\"_blank\" rel=\"noopener\">contributes to social causes<\/a>.<\/p>\r\n<p>In this email from <a href=\"https:\/\/reallygoodemails.com\/emails\/seven-years-zero-waste\" target=\"_blank\" rel=\"noopener\">Package Free<\/a>, a brand focused on curating waste-free products, its cause is highlighted in the subhead, \u201cHow She Reduced Her Waste to Zero and Launched a Movement.\u201d It\u2019s concise, clear, and highlights a driving mission of the company: zero waste. Because this email is from the company\u2019s Founder and CEO, it shows the company cares about this cause at its core. It's authentic\u2014a trait Gen Z holds in high regard.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12823\" align=\"alignnone\" width=\"558\"]<img class=\"size-large wp-image-12823\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-09-at-3.05.24-PM-558x1024.png\" alt=\"Package Free Marketing by Generation\" width=\"558\" height=\"1024\" \/> <em>Attract Gen Z audiences by showcasing your values in an authentic manner. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/seven-years-zero-waste\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a><\/em>[\/caption]\r\n\r\n<p>To appeal to Gen Z with your marketing tactics, consider succinct, clear messaging that highlights your company\u2019s values upfront. Don\u2019t bury the lede.<\/p>\r\n<h4>Millennials: The Review Generation<\/h4>\r\n<p>As the <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2020\/04\/28\/millennials-overtake-baby-boomers-as-americas-largest-generation\/\" target=\"_blank\" rel=\"noopener\">largest generation<\/a>, Millennials (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 23-38<\/a>) have the most purchasing power. However, because they were constantly exposed to emerging technologies, <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2018\/03\/15\/understanding-how-millennials-respond-to-your-marketing-efforts\/?sh=3dde4bf270cd\" target=\"_blank\" rel=\"noopener\">they are more equipped to use a variety of tools to find the best deal<\/a>.\u00a0<\/p>\r\n<p>The best deal, however, doesn\u2019t necessarily mean the lowest price. It means the best quality and the best price. As a result of the desire to find high-quality products at reasonable prices, Millennials tend to <a href=\"https:\/\/skift.com\/2014\/02\/17\/why-the-power-of-peer-reviews-is-different-for-millennial-travelers\/\" target=\"_blank\" rel=\"noopener\">rely heavily on peer reviews and ratings<\/a>. In fact, 89% of users aged 18-34 <a href=\"https:\/\/searchengineland.com\/young-consumers-read-reviews-likely-write-reviews-233190\" target=\"_blank\" rel=\"noopener\">trust online reviews<\/a>. Not only that, but 62% of the same age group have read reviews on a mobile device.<\/p>\r\n<p>The challenge then lies in being able to share user reviews with Millennials via multiple channels, even those that may lend themselves better to shorter messages.<\/p>\r\n<p>This email from <a href=\"https:\/\/lush.com\/\" target=\"_blank\" rel=\"noopener\">Lush<\/a>, a cosmetics retailer, combines <a href=\"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/\" target=\"_blank\" rel=\"noopener\">abandoned cart<\/a> messaging with user reviews to attract shoppers. The email first reminds the reader of the item they abandoned, then follows this with a product review to substantiate their initial browsing decisions.<\/p>\r\n\r\n[caption id=\"attachment_12831\" align=\"alignnone\" width=\"588\"]<img class=\"wp-image-12831 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-09-at-4.21.35-PM-588x1024.png\" alt=\"Marketing for Generation Y Through Reviews\" width=\"588\" height=\"1024\" \/> <em>Third-party reviews are seen as more valuable and trustworthy than a lot of marketing. Source: Lush<\/em>[\/caption]\r\n\r\n<p>But this can be taken one step further.<\/p>\r\n<p>When marketing by generation to reach Millennials, consider adding reviews to your mobile abandonment messaging. A push notification saying, \u201cSee what others are saying about the items you browsed,\u201d coupled with the image of the abandoned item keeps users engaged and ensures the content relevant to them is reaching them no matter the device.\u00a0<\/p>\r\n<h4>Gen X: The Deal Appeal Generation<\/h4>\r\n<p>While Gen X (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 39-54<\/a>) may be the smallest generation, they certainly cannot be ignored. According to <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2018\/11\/14\/the-forgotten-generation-lets-talk-about-generation-x\/?sh=2934131b76d5\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, \u201cRoughly half of Gen Xers are financially supporting both a parent and a child at the same time, making financial decisions that can affect all three generations.\u201d<\/p>\r\n<p>Gen X sits in the hot spot between traditional marketing and more technologically advanced tactics where their unique upbringing makes them fond of one particular strategy: coupons. In a study from InnoMedia, NuStats, and Vertis, 68% of Gen Xers have used <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/09\/28\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">coupons they were sent in the mail<\/a>.<\/p>\r\n<p>Raised on newspaper clippings and magazine tear-outs, there is a massive amount of deal appeal with this generation.\u00a0<\/p>\r\n<p>As technology has evolved, however, Gen X\u2014<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2018\/11\/14\/the-forgotten-generation-lets-talk-about-generation-x\/?sh=2934131b76d5\" target=\"_blank\" rel=\"noopener\">the highest concentration of Facebook users<\/a>\u2014has begun to look outside of the mailbox for product deals and information.<\/p>\r\n<p>In this Facebook offer ad from apparel company <a href=\"https:\/\/hyggebands.com\/\" target=\"_blank\" rel=\"noopener\">Hygge Gear<\/a>, there\u2019s a coupon code directly in the copy, and a link to shop right from the ad. Hygge meets Gen Xers where they are (on Facebook) and offers them what they want (coupons).\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12835\" align=\"alignnone\" width=\"417\"]<img class=\"wp-image-12835 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Facebook-ad-examples-7.png\" alt=\"Marketing For Generation X Through Facebook\" width=\"417\" height=\"657\" \/> <em>Reach your customers where they're at to make it easier for them to engage with your brand. Source: <a href=\"https:\/\/blog.hootsuite.com\/best-facebook-ad-examples\/\" target=\"_blank\" rel=\"noopener\">Hootsuite<\/a><\/em>[\/caption]\r\n\r\n<p>To connect with Gen X, be sure to offer coupons that, when clicked, offer a clear path-to-purchase for the customer. Facebook offer ads are especially effective for this generation, but make sure the customer experience is simple and streamlined.<\/p>\r\n<h4>Baby Boomers: The Customer Service Generation<\/h4>\r\n<p>Baby Boomers (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 55-73<\/a>) are assumed by many as not being as tech-savvy as their younger counterparts. But, <a href=\"https:\/\/adsharkmarketing.com\/marketing-to-baby-boomers\/\" target=\"_blank\" rel=\"noopener\">with the most disposable income, an increase in online shopping activity, and dedicated brand loyalty<\/a>, marketers can\u2019t afford to overlook this generation. According to <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/09\/28\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">Wordstream<\/a>, \u201cThe over-50 crowd accounts for 50% of all consumer expenditures, but marketers are only spending 10% of [their] budgets on them.\u201d<\/p>\r\n<p>Brand loyalty is the key for Baby Boomers. Consumers in this generation are fond of the brands they grew up with\u2014the tried and true. What\u2019s more, they appreciate customer service and would rather talk to a person than a chatbot: <a href=\"https:\/\/kognitiv.com\/blog\/generational-loyalty-from-boomers-to-gen-z\/\" target=\"_blank\" rel=\"noopener\">62% of Baby Boomers believe chatbots are unable to answer complex questions<\/a>. A good customer service experience helps fuel brand loyalty with this generation.<\/p>\r\n<p>In this email from fitness tracker <a href=\"https:\/\/www.whoop.com\/\" target=\"_blank\" rel=\"noopener\">Whoop<\/a>, a Product Expert named Davis sends a personalized note to the customer as part of Whoop\u2019s <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener\">welcome campaign<\/a>. The email puts a name\u2014and face\u2014to the user\u2019s experience with the brand, solidifying the fact that there is an actual person connecting with the customer. The brand reassures the customer within the first few messages that their purchase wasn\u2019t overlooked and that, should they need it, help is available to them.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12839\" align=\"alignnone\" width=\"869\"]<img class=\"size-large wp-image-12839\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-09-at-4.39.44-PM-869x1024.png\" alt=\"Welcome Campaign Whoop\" width=\"869\" height=\"1024\" \/> <em>Personalization goes both ways. Let users know there's a person communicating with them. Source: Whoop<\/em>[\/caption]\r\n\r\n<p>When speaking to a Baby Boomer audience, be sure you\u2019re speaking from the perspective of a real person. Most generations won\u2019t be receptive to obvious automated messaging from an amorphous brand, but Baby Boomers, in particular, are looking for a personal touch.<\/p>\r\n<h3>Marketing for All Generations<\/h3>\r\n<p>Everyone is ultimately looking for a great customer experience when they shop, but the definition of \u201ca great customer experience\u201d can differ between generations.<\/p>\r\n<p>While Zoomers and Millennials may be more mobile-friendly, their values are intrinsically different. Gen Z is more focused on clear social causes while Millennials value what their fellow consumers think. Gen X and Baby Boomers both value a good deal, but Gen X prefers coupons while Baby Boomers prioritize excellent customer service.<\/p>\r\n<p>Using the tactics laid out above, you are opening the doors for a conversation with your users, allowing them to express their preferred messaging channels and content. Within each generation, there will be nuances, but marketing to your target audience\u2019s generation ensures your customers will have access to a personalized customer experience.<\/p>\r\n<p><em>To learn more about how to create a memorable customer experience for every generation, download our guide <a href=\"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">\"The Six Principles of Building a Memorable Customer Experience\"<\/a>!\u00a0<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-12508\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/660x240.png\" alt=\"\" width=\"661\" height=\"241\" \/><\/a><\/p>","post_title":"Marketing by Generation: Personalizing for Each Age Group","post_excerpt":"Let\u2019s dig into some of the ways you can adapt your marketing by generation for greater personalization and a better customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-by-generation-personalizing-for-each-age-group","to_ping":"","pinged":"","post_modified":"2021-03-10 11:10:12","post_modified_gmt":"2021-03-10 19:10:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12822","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 10, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/031021_Marketing-by-Generation_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031021_Marketing-by-Generation_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031021_Marketing-by-Generation_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031021_Marketing-by-Generation_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/"},{"ID":12798,"post_author":"74","post_date":"2021-03-09 05:57:21","post_date_gmt":"2021-03-09 13:57:21","post_content":"<p>2020 brought a lot of change and accelerated digital transformation initiatives for eCommerce businesses across Europe. The question on many marketers mind\u2019s is what\u2019s in store for this year? What can we learn from ecommerce trends in 2020?<\/p>\r\n<p><strong>Introducing RetailX\u2019s Europe 2020 Ecommerce Region Report<\/strong> - with highly anticipated research and findings which will help you to drive growth through your marketing. RetailX\u2019s webinar shares expert advice from leaders at InternetRetailing, Asendia and Iterable who deep dive into how brands can stay ahead in Europe in 2021.<\/p>\r\n<p>Join us and learn about:<\/p>\r\n<ul>\r\n\t<li>European eCommerce Trends in 2020 and predictions for 2021<\/li>\r\n\t<li>Creating a personalised cross-channel customer experience<\/li>\r\n\t<li>Building a sustainable and empathetic brand image<\/li>\r\n<\/ul>","post_title":"RetailX Europe 2020 Report in Discussion","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"retailx-europe-2020-report-in-discussion","to_ping":"","pinged":"","post_modified":"2021-04-15 22:43:01","post_modified_gmt":"2021-04-16 05:43:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12798","menu_order":9,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 09, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","dbm-foundation","webinar"],"term_names":["DBM Campaign","DBM Foundation","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/retailx-europe-2020-report-in-discussion\/"},{"ID":12701,"post_author":"67","post_date":"2021-03-03 17:03:33","post_date_gmt":"2021-03-04 01:03:33","post_content":"<p>Available in more than 20 countries, Care.com is the world\u2019s leading platform for finding and managing high-quality family care. Designed to meet the evolving needs of today\u2019s families and caregivers, Care.com is committed to building data-driven customer experiences through online and mobile channels that require a deep understanding and tailored approach to each audience. Join Matt Naturman, Associate Lifecycle Marketing Manager at Care.com, to hear how he extracts insights from Amplitude to continually optimize their customer experience with Iterable.<\/p>\r\n<p><span style=\"font-weight: 400\">In this webinar, you\u2019ll hear:\u00a0<\/span><\/p>\r\n<ul>\r\n\t<li>How Care.com modernized their tech stack to deliver better customer experiences<\/li>\r\n\t<li>How Amplitude enables deeper insight into customer behavior<\/li>\r\n\t<li>How Care.com continually optimizes their cross-channel campaigns to drive year-over-year growth.<\/li>\r\n<\/ul>","post_title":"How Care.com\u2019s Modern Tech Stack Powers Smarter Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"care-com-tech-stack-powers-smarter-campaigns","to_ping":"","pinged":"","post_modified":"2021-03-17 11:42:25","post_modified_gmt":"2021-03-17 18:42:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12701","menu_order":10,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 03, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/care-com-tech-stack-powers-smarter-campaigns\/"},{"ID":12663,"post_author":"70","post_date":"2021-03-03 08:47:28","post_date_gmt":"2021-03-03 16:47:28","post_content":"<p>What do today's most successful brands have in common?<\/p>\r\n<p>They <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\">build the best experiences<\/a>.<\/p>\r\n<p>This year at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\">Activate Live<\/a>, we're bringing the brands that make those memorable experiences to the virtual stage. You'll learn from the curators of today's strongest consumer connections to find out how your business can foster long-term loyalty.<\/p>\r\n<p>Like <a href=\"https:\/\/www.linkedin.com\/in\/saravarnibright\/\">Sara Varni<\/a>, Chief Marketing Officer of Twilio.<\/p>\r\n<h3>Introducing Sara Varni<\/h3>\r\n<p>Sara started her career as an equities trader in New York on the Nasdaq desk. But it never felt quite right or creative enough. So Sara went to the Anderson School of Management (UCLA) and got her MBA. She landed at Salesforce in 2007 and kicked off her journey in the wild west of cloud platforms.<\/p>\r\n<p>In her 11 years at Salesforce, she worked on three product lines: the AppExchange ecosystem, a small business product for contact center management, and the flagship Sales Cloud product. We would safely say she's a verified martech and cloud tech expert.<\/p>\r\n<p>So when George Hu, the former COO of Salesforce and the current COO of Twilio, reached out to Sara with the opportunity to join a growing communications and customer engagement company, Sara couldn't resist! When she made the jump to Twilio as CMO in 2017, it was the exact same size as Salesforce was when she started\u20141,100 employees and $400M in revenue.<\/p>\r\n<h3>Sara's Work as CMO<\/h3>\r\n<p>Sara Varni is the CMO of <a href=\"http:\/\/www.twilio.com\">Twilio<\/a>, a cloud communications platform that empowers companies to better engage with their customers by giving them a platform to build voice, text, chat, video and email communications.<\/p>\r\n<p>If you receive a notification from a restaurant confirming your reservation, that's normally Twilio behind the scenes. If you're a company like Medtronic that needs to send alerts and notifications to diabetes patients about the levels of glucose in their bloodstream, that's powered by Twilio. Odds are you've interacted with Twilio technology without even knowing it.<\/p>\r\n<p>As CMO, Sara is responsible for growing Twilio's community while simultaneously bringing Twilio into the enterprise market. She's manages two different funnels:<\/p>\r\n<ul>\r\n\t<li><strong>Developer-centric:<\/strong> How can a tool like Twilio make a developer's life easier? Sara's team is responsible for providing useful documentation, the right content and the right access to developers in the community.<\/li>\r\n\t<li><strong>Business-focused:<\/strong> Sara communicates to the line of business management to show how Twilio will have an impact on their core business metrics.<\/li>\r\n<\/ul>\r\n<p>Sara\u2019s work to find a <a href=\"https:\/\/www.heavybit.com\/library\/video\/aligning-devrel-and-sales-for-growth-with-twilio-cmo-sara-varni\/\">unifying metric<\/a> between developers and the business at Twilio bridged the gap between the two funnels, which drove <a href=\"https:\/\/investors.twilio.com\/news\/news-details\/2021\/Twilio-Announces-Fourth-Quarter-and-Full-Year-2020-Results\/default.aspx\" target=\"_blank\" rel=\"noopener\">substantial growth<\/a> for the company.<\/p>\r\n<p>She's a cloud technology icon with a robust background in marketing and go-to-market strategy, and she's ready to share her expertise with the Activate audience.<\/p>\r\n<h3>Talking Technology With Sara Varni at Activate<\/h3>\r\n<p>Today's customers want more from brands. They demand experiences that are <a href=\"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\">personal, emotional and data-driven<\/a>. The only way to deliver on these demands is by adopting a customer-first mindset and a data-driven methodology.<\/p>\r\n<p>In her keynote address, \"<a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\">How to Achieve Human-Centric Customer Experiences Through Technology\"<\/a>, Sara will invite the audience to embrace digital transformation. She'll showcase the opportunities available to brands that leverage technology to augment consumer experiences.<\/p>\r\n<p>Restrictions to movement during COVID-19 resulted in changed consumer shopping behaviors and brand interactions, further intensifying the bond of tech and CX. Sara's keynote will shed light on how today's leading companies approach building out a <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\">memorable customer journey<\/a>, from technology to messaging touchpoints, to set their brands up for success.<\/p>\r\n<h3>An Amazing Speaker Lineup at Activate Live<\/h3>\r\n<p>We're ecstatic that Sara will be at Activate, but that's not all. Introducing the <a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\">dreamers, builders and makers<\/a> of today's most compelling customer experiences and the speakers that will be joining Sara on the virtual stage at Activate Live:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/\" target=\"_blank\" rel=\"noopener\">Bozoma Saint John<\/a>, CMO of <a href=\"http:\/\/netflix.com\" target=\"_blank\" rel=\"noopener\">Netflix<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/ginabalestrieri\/\" target=\"_blank\" rel=\"noopener\">Gina Igwe<\/a>,\u00a0 Sr. Director, CRM at <a href=\"https:\/\/www.doordash.com\/en-US\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/alexandramfarrar\/\" target=\"_blank\" rel=\"noopener\">Alexandra Farrar<\/a>, Retention Marketing Manager at <a href=\"http:\/\/cars.com\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/imeldaskinder\/\" target=\"_blank\" rel=\"noopener\">Imelda Skinder<\/a>, Listener Lifecycle Manager at <a href=\"https:\/\/www.stitcher.com\/\" target=\"_blank\" rel=\"noopener\">Stitcher<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/indi-pollard-4649b0ba\/\" target=\"_blank\" rel=\"noopener\">Indi Pollard<\/a>, Email Marketing Lead at <a href=\"https:\/\/www.blockchain.com\/\">Blockchain<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/guilhaum\/\">Guilhaum Ceccaldi<\/a>, Head of Growth at <a href=\"https:\/\/prose.com\/?gclid=Cj0KCQiAhP2BBhDdARIsAJEzXlGt1tUQgWKSoOErHWNZaqVufNmX78iiIP9PButzaOsECIrwrVSJ1YgaAvL9EALw_wcB\" target=\"_blank\" rel=\"noopener\">Prose<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/boris-savoie-doyer\/\" target=\"_blank\" rel=\"noopener\">Boris Savoie-Doyer<\/a>, Head of CRM at <a href=\"https:\/\/iterable.com\/customers\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/orianawen\/\" target=\"_blank\" rel=\"noopener\">Oriana Wen<\/a>, Director of Data and Innovation at <a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle Coffee<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/bbalfour\/\" target=\"_blank\" rel=\"noopener\">Brian Balfour<\/a>, Founder and CEO of <a href=\"https:\/\/www.reforge.com\/\" target=\"_blank\" rel=\"noopener\">Reforge<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/adamknight1\/\" target=\"_blank\" rel=\"noopener\">Adam Knight<\/a>, Director of Engagement at <a href=\"https:\/\/iterable.com\/customers\/zoopla\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/chrisfrost\/\" target=\"_blank\" rel=\"noopener\">Chris Frost<\/a>, Senior Product Manager at <a href=\"https:\/\/iterable.com\/customers\/zoopla\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a><\/li>\r\n<\/ul>\r\n<p>No matter where you are in the world, you can join our community of dreamers, builders and makers at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\">Activate<\/a>. We'll be updating the agenda and adding more speakers as we get closer to the event. Stay up-to-date and in-the-know on everything Activate\u2014by <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\" target=\"_blank\" rel=\"noopener\">registering for free today<\/a>.<\/p>","post_title":"Sara Varni, CMO of Twilio, to Speak at Activate Live","post_excerpt":"In her keynote address, Sara Varni, CMO of Twilio, will share how you can achieve human-centric customer experiences with cutting-edge technology.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sara-varni-twilio-activate-live","to_ping":"","pinged":"","post_modified":"2021-03-04 08:24:17","post_modified_gmt":"2021-03-04 16:24:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12663","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 03, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/03\/Varni_Launch_768x512-1.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Sara Varni, CMO of Twilio\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Varni_Launch_768x512-1.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Varni_Launch_768x512-1-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Varni_Launch_768x512-1-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sara-varni-twilio-activate-live\/"},{"ID":12608,"post_author":"7","post_date":"2021-03-02 08:19:42","post_date_gmt":"2021-03-02 16:19:42","post_content":"<p>March is Women\u2019s History Month. It\u2019s also home to International Women\u2019s Day (IWD). As such, March gives marketers an opportunity for impact\u2014to magnify the accomplishments of women and work to end gender discrimination, bias and inequities.<\/p>\r\n<p>But before we jump into email marketing examples, it\u2019s critical to understand how Women\u2019s History Month and International Women\u2019s Day align and diverge.<\/p>\r\n<p>While both holidays recognize women, <a href=\"https:\/\/www.internationalwomensday.com\/\" target=\"_blank\" rel=\"noopener\">International Women's Day<\/a> on March 8 is a celebration of women's cultural, political and social achievements around the world and highlights the continuing challenges and roadblocks that hinder gender equity and justice.<\/p>\r\n<p><a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a> also recognizes that women, especially women of color, have been excluded or written out of history. Women\u2019s History Month is all about educational programs and empowerment to correct the record while also celebrating progress and achievement.<\/p>\r\n<p>Here\u2019s some history:<\/p>\r\n<ul>\r\n\t<li>International Women's Day is rooted in a <a href=\"https:\/\/www.oprahmag.com\/life\/a26294031\/womens-history-month\/\" target=\"_blank\" rel=\"noopener\">1908 protest march<\/a> in New York City organized by women workers seeking better jobs, pay and working conditions and was first celebrated as National Women\u2019s Day in 1909.<\/li>\r\n\t<li>The event became an international movement at the International Women\u2019s Conference in Copenhagen in 1910 and later proclaimed a holiday by European countries, including Russia, the first major European country to grant women the vote.<\/li>\r\n\t<li>Women's History Month began in 1978 as Women's History Week, part of a school curriculum project inspired by International Women\u2019s Day.<\/li>\r\n\t<li>Support for the movement led to creating National Women's History Week in 1980 under President Jimmy Carter and National Women's History Month in 1987.<\/li>\r\n<\/ul>\r\n<h3>Focus Your Campaigns on Women<\/h3>\r\n<p>Focusing your email marketing campaign on themes of equality, equity, education and empowerment this season will contribute directly to the causes, while helping your brand connect with customers in a meaningful way.<\/p>\r\n<p>Customers want brands to <a href=\"https:\/\/www.marketingdive.com\/news\/kantar-consumers-want-brands-to-take-stance-on-social-issues-but-demograp\/579618\/\" target=\"_blank\" rel=\"noopener\">take public stands on social issues<\/a> and will <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">ally with brands whose values they share<\/a>.<\/p>\r\n<p>Here are three nuanced, but connected approaches you can take your marketing messaging this March that will make an impact and leave an impression.<\/p>\r\n<h4>1. Honor women customers<\/h4>\r\n<p>Women still control <a href=\"https:\/\/www.catalyst.org\/research\/buying-power\/\" target=\"_blank\" rel=\"noopener\">the majority of household spending and do 89% of the daily shopping<\/a>. And, while women aren\u2019t the only ones who have suffered stress and burnout during the pandemic, studies like McKinsey\u2019s <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/women-in-the-workplace#\" target=\"_blank\" rel=\"noopener\">Women in the Workplace 2020<\/a> suggest that women have shouldered a greater share of the household and childcare burden. Thanking them for supporting the brand lets them know you appreciate them.<\/p>\r\n<h4>2. Spotlight women employees<\/h4>\r\n<p>A growing number of brands feature pictures, stories and quotes from women employees across the organization, not just those in customer-facing roles.<\/p>\r\n<h4>3. Highlight company efforts to support women's initiatives<\/h4>\r\n<p>An IWD or Women's History Month campaign can build brand equity by showing how your company addresses gender equity,\u00a0 supports its women employees and contributes to local and national efforts.<\/p>\r\n<h3>3 Tips to Create a Meaningful Campaign for Women's History Month<\/h3>\r\n<p>Now that you have the direction, you\u2019ll need guidance. Here are some handy tips to create a compelling cause-driven campaign:\u00a0<\/p>\r\n<h4>1. Don\u2019t mix your messages<\/h4>\r\n<p>It takes more than a \"Happy International Women's Day\" banner on a standard promotional email to position your brand as an empowering ally. Be mindful of the copy you use to promote sales and products. Be especially intentional with your subject lines, headers and calls to action.\u00a0<\/p>\r\n<h4>2. Make women the focus of your campaign, not your business<\/h4>\r\n<p>If your company has an authentic message, success story or cause-driven campaign to share, be sure to share it through the eyes of the women who benefit from your message, or the woman who is sharing the story. That's who your customers really care about.<\/p>\r\n<h4>3. Drive long-term change with your messaging<\/h4>\r\n<p>Have we made progress since women marched for workers' rights back in 1908? Of course. But we still have a long way to go. Last year, the World Economic Forum's <a href=\"http:\/\/www3.weforum.org\/docs\/WEF_GGGR_2020.pdf\" target=\"_blank\" rel=\"noopener\">Global Gender Gap Report for 2020<\/a> predicted that gender parity is at least another 100 years away.\u00a0<\/p>\r\n<p>Combine this disappointing data-point with the recent news that the COVID-19 pandemic could set progress for women back at least five years: <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/women-in-the-workplace\" target=\"_blank\" rel=\"noopener\">Women lost disproportionately more jobs<\/a> and, as we mentioned above, shouldered even more of the household burden.<\/p>\r\n<p>This means that we have to push harder for change, and the campaigns your email marketing team creates for International Women's Day and Women\u2019s History Month can play a pivotal role in that progress.<\/p>\r\n<h3>Examples of Great Email Campaigns<\/h3>\r\n<p>Our review of International Women's Day and Women's History Month emails showed us that marketing teams are becoming more mindful about the messages they're sending out for these campaigns. These examples show how you can create a meaningful message.<\/p>\r\n<h4>Verishop<\/h4>\r\n<p>Verishop is one of the few brands to do a concerted campaign series for Women's History Month. The message below shows how to create a brand message that tells its story from the woman's perspective using her own words.<\/p>\r\n\r\n[caption id=\"attachment_12626\" align=\"alignnone\" width=\"288\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/394c7e69-6bd5-32d9-2539-8ef2ebe394c5\"><img class=\"wp-image-12626 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-1-Verishop.png\" alt=\"Verishop - Female Founded Email\" width=\"288\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/394c7e69-6bd5-32d9-2539-8ef2ebe394c5\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>By limiting promotional messages to just the calls to action, this email keeps the focus on the inspirational content but subtly encourages readers to click to the website to check out McNamara\u2019s products.\u00a0<\/p>\r\n<h4>Brooklinen<\/h4>\r\n<p>Brooklinen puts its cause\u2014supporting women in technology\u2014front and center in its International Women's Day Campaign. It highlights the initiative, promotes its fundraiser while explaining where it will spend the proceeds, and shines a spotlight on an employee (from the email team! Yeah!).\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12630\" align=\"alignnone\" width=\"244\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/7298925a-9158-4f22-76c0-c8d85b893554\"><img class=\"size-full wp-image-12630\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-2-Brooklinen.png\" alt=\"Brooklinen - Taking CTRL Email\" width=\"244\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/7298925a-9158-4f22-76c0-c8d85b893554\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>You can't see it in this image, but Brooklinen uses the email preheader to state its commitment to support its predominantly women workforce: \"We're empowering and celebrating women today, and everyday.\"<\/p>\r\n<h4>MeUndies<\/h4>\r\n<p>MeUndies' vibrant message caught our eye because it didn't stoop to cutesy or trendy identifiers like \"girlboss,\" \"girl power\" or \"she-ro.\" Its size-inclusive models reinforce the company's message that there's no longer a single standard for acceptable images.<\/p>\r\n\r\n[caption id=\"attachment_12634\" align=\"alignnone\" width=\"346\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/e9b0d57a-7ff6-cf45-8688-8a785c010a64\"><img class=\"size-full wp-image-12634\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-3-MeUndies.png\" alt=\"MeUndies - International Women's Day Email\" width=\"346\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/e9b0d57a-7ff6-cf45-8688-8a785c010a64\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>MeUndies' email is a great example of \"appointment email.\" It tells the reader to expect more emails like it, which can lead interested customers to start watching the inbox for the next message in the series\u2014a great way to help the email stand out!<\/p>\r\n<h4>Zenni Optical<\/h4>\r\n<p>If you want to connect with your customers and show how your company supports them, make them the star of your email. This customer-first approach combines an inspirational message with a reason to move customers to the website to browse around.<\/p>\r\n\r\n[caption id=\"attachment_12638\" align=\"alignnone\" width=\"222\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/fb1f1f44-b877-cd47-357f-84a0dda3f07e\"><img class=\"size-full wp-image-12638\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-4-Zenni-Optical.png\" alt=\"Zenni Optical - International Women's Day Email\" width=\"222\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/fb1f1f44-b877-cd47-357f-84a0dda3f07e\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Zenni's email keeps the focus on the customer, but the message design moves the eye right down to the bottom of the email to the company values statement.<\/p>\r\n<h4>The Citizenry<\/h4>\r\n<p>This home d\u00e9cor brand incorporates a cross-cultural theme in its brand identity. So, presenting an animated series of images of the women who make its products is a meaningful and on-brand message.<\/p>\r\n\r\n[caption id=\"attachment_12642\" align=\"alignnone\" width=\"442\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/942c579f-ce0d-2697-9845-7f92cf9d74df\"><img class=\"size-full wp-image-12642\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-5.-The-Citizenry.png\" alt=\"The Citizenry - International Women's Day Email\" width=\"442\" height=\"858\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/942c579f-ce0d-2697-9845-7f92cf9d74df\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>The subject line\u2014\"Meet the 971 ladies of The Citizenry.\"\u2014hints at what's inside the message, but the preheader spills the beans: \"The Citizenry Meet the makers.\"<\/p>\r\n<h4>FabFitFun<\/h4>\r\n<p>FabFitFun's email creative is a timely reminder that an effective women-focused message should incorporate your other inclusive values, like the hero image showing different skin tones and an animated series of GIFs featuring women of different ethnic backgrounds.<\/p>\r\n\r\n[caption id=\"attachment_12646\" align=\"alignnone\" width=\"496\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/c3690de0-38f2-81d8-74ec-db337c9649ab\"><img class=\"size-full wp-image-12646\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-6-FabFitFun.png\" alt=\"FabFitFun - Together We Thrive email during Women's History Month\" width=\"496\" height=\"1260\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/c3690de0-38f2-81d8-74ec-db337c9649ab\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>FabFitFun's message is more promotional than other examples, but it's also a good example of a message in which all the elements reinforce the International Women's Day theme, right down to the \"Women's Empowerment Filter\" and the \"Thrive\" promo code.<\/p>\r\n<h3>Before You Plan Your Women's History Month Campaign<\/h3>\r\n<p>Your starting point for planning a campaign starts from within. Use the advice we shared for a cause-driven marketing campaign during <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a> as a foundation for your mission-centric marketing education.<\/p>\r\n<p>Think of these campaigns as alliances with the cause instead of an event to co-opt for a one-off campaign. Your company's track record for closing pay and leadership gaps, meeting women workers' unique needs, rejecting harassment and discrimination, and supporting charities that benefit girls and women comes into play.<\/p>\r\n<p>But what do you do if your company\u2019s support of women falls short of customer expectations? You'll need to focus on incorporating content that honors women but also avoids <a href=\"https:\/\/forge.medium.com\/performative-allyship-is-deadly-c900645d9f1f\" target=\"_blank\" rel=\"noopener\">performative allyship<\/a>, or espousing values to look good in public without backing them up in private. Keep in mind that progress is gradual. This is a good starting point for your brand.<\/p>\r\n<p>These resources can help you understand more about International Women's Day and Women's History Month:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.internationalwomensday.com\/\" target=\"_blank\" rel=\"noopener\">International Women's Day<\/a><\/li>\r\n\t<li><a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a><\/li>\r\n\t<li><a href=\"https:\/\/nationalwomenshistoryalliance.org\/\" target=\"_blank\" rel=\"noopener\">National Women's History Alliance<\/a><\/li>\r\n\t<li><a href=\"https:\/\/edsitement.neh.gov\/teachers-guides\/womens-history-united-states\" target=\"_blank\" rel=\"noopener\">EdSITEment (National Endowment for the Humanities)<\/a><\/li>\r\n<\/ul>\r\n<h3>Ready to Dive in? It\u2019s OK to Smart Small\u00a0<\/h3>\r\n<p>Begin with an International Women\u2019s Day campaign, maybe one that follows an example from the emails we suggested above. From there your company can work internally to support women in their workplace, and you can start to focus on expanding your initial email investment.<\/p>\r\n<p>After a little time, perhaps you can grow to embrace and deploy a multi-email campaign that highlights your successes or focuses on issues relevant to women.<\/p>","post_title":"Women's History Month: Creating a Meaningful Email Campaign","post_excerpt":"Before we jump into email marketing examples, it\u2019s critical to understand how Women\u2019s History Month and International Women\u2019s Day align and diverge.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"womens-history-month-email-campaign","to_ping":"","pinged":"","post_modified":"2021-04-15 22:27:45","post_modified_gmt":"2021-04-16 05:27:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12608","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 02, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dbm-foundation","blog-post"],"term_names":["DBM Campaign","DBM Foundation","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stock photo of Asian woman smiling while holding phone to celebrate Women&#039;s History Month and International Women&#039;s Day\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/"},{"ID":12610,"post_author":"74","post_date":"2021-03-02 06:57:47","post_date_gmt":"2021-03-02 14:57:47","post_content":"<p>Integrating the perfect MarTech stack can often seem quite daunting with onboarding new technology, internal teams and big dreams, not to mention RFPs.<br \/>\r\n<br \/>\r\nBut listen - you\u2019ve made the first step acknowledging that you want to build a memorable customer experience and that\u2019s the hardest part - go you!<br \/>\r\n<br \/>\r\nHere at Iterable, we love shining a light on our dreamers, builders and makers behind the world\u2019s best customer experiences. Join our upcoming fireside chat with <a href=\"https:\/\/kahoot.com\/\"><strong>Kahoot!<\/strong><\/a> and <strong><a href=\"https:\/\/www.consultmyapp.com\/\">ConsultMyApp<\/a><\/strong> where we\u2019ll dive into what\u2019s important when integrating your MarTech stack.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Top 5 considerations when integrating your MarTech Stack<\/li>\r\n\t<li>Benefits of building a memorable customer experience<\/li>\r\n\t<li>How to set yourself up for success<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"5 Truths Kahoot! Learned While Integrating Their MarTech Stack","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-truths-kahoot-learned-while-integrating-their-martech-stack","to_ping":"","pinged":"","post_modified":"2021-04-15 22:24:48","post_modified_gmt":"2021-04-16 05:24:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12610","menu_order":12,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 02, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8562,"name":"Builders","slug":"builders","term_group":0,"term_taxonomy_id":8562,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":8563,"name":"Makers","slug":"makers","term_group":0,"term_taxonomy_id":8563,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","builders","makers","webinar"],"term_names":["DBM Campaign","Builders","Makers","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/5-truths-kahoot-learned-while-integrating-their-martech-stack\/"},{"ID":12491,"post_author":"35","post_date":"2021-02-25 08:34:39","post_date_gmt":"2021-02-25 16:34:39","post_content":"<p>You are currently reading a post written by an ISFP, according to <a href=\"https:\/\/www.myersbriggs.org\/my-mbti-personality-type\/mbti-basics\/\" target=\"_blank\" rel=\"noopener\">Myers-Briggs<\/a>. I am a Type 6 Loyalist by <a href=\"https:\/\/www.enneagraminstitute.com\/type-descriptions\" target=\"_blank\" rel=\"noopener\">Enneagram\u2019s standards<\/a>. I am a <a href=\"https:\/\/www.astrology-zodiac-signs.com\/\" target=\"_blank\" rel=\"noopener\">Taurus<\/a>. And when taking our <a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\">latest quiz<\/a> to find out if you\u2019re a Dreamer, Builder, or Maker, I am a Maker.<\/p>\r\n<p>Am I defined by these distinctions? No, but it\u2019s fun and can be helpful when collaborating with new\u2014or even old\u2014team members.<\/p>\r\n<p>After all, what is marketing, if not a whole team effort? You may wear multiple hats, but ultimately some collaboration is needed to make the best customer experience for the recipients of your marketing strategies.<\/p>\r\n<h3>Are You a Dreamer, Builder, or Maker?<\/h3>\r\n<p>If you\u2019re familiar with Iterable, or <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>, you\u2019ve no doubt seen our discussions on the <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>. It\u2019s one of the biggest drivers of <a href=\"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\">competitive advantage<\/a> between brands today.<\/p>\r\n<p>It\u2019s vital, unavoidable and human. And it\u2019s executed by people behind the scenes\u2014teams of Dreamers, Builders and Makers creating memorable customer experiences.<\/p>\r\n<p>The team aspect is exactly why we created this quiz. While yes, it is fun to know which archetype fits you best, it\u2019s also helpful to know the archetypes of your colleagues and see how you all can work together to successfully connect with your audience.<\/p>\r\n<ul>\r\n\t<li><strong>Dreamers<\/strong> think big and love a good brainstorming session. These are the visionaries with an eye on the future, always looking for growth opportunities for their teams and the business at large.<\/li>\r\n\t<li><strong>Builders<\/strong> develop the foundation upon which everything is possible. They are problem solvers who mitigate future issues and empower those around them to succeed.<\/li>\r\n\t<li><strong>Makers<\/strong> are creators and storytellers at their core. They collect insights from multiple sources and foster connections with audiences.<\/li>\r\n<\/ul>\r\n<h3>A Community for a Better Customer Experience\u00a0<\/h3>\r\n<p>Each of these archetypes plays a crucial role in the customer experience. From thinking strategically to focusing on data and personalization, a team full of Dreamers, Builders and Makers sets a brand up for a customer experience that bridges the gap between brand and consumer, forging a deeper connection with the user.<\/p>\r\n<p>To foster that human connection, Activate Live this year is focused on anyone involved in the customer experience. Consumer expectations are sky-high, acting as a unified challenge for brands to step up their game and individualize the experience at scale.<\/p>\r\n<p>But a few things often get ignored in this challenge. Firstly, there is no separation between consumers and marketers. Marketers in their own rights are consumers, so the customer experience should reflect this fact in its ability to connect people.<\/p>\r\n<p>Secondly, you\u2019re not alone. Brands all over the world are facing similar challenges\u2014no matter the industry or size. Activate Live is about creating a community for the Dreamers, Builders and Makers to come together, share ideas and take action together to improve the collective customer experience.<\/p>\r\n<p>We encourage you to <a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\">take the quiz<\/a> and discover your archetype, and then <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">register for Activate Live\u2014it's free<\/a>. The content of the conference is tailored to Dreamers, Builders and Makers, which will help you find like-minded professionals from companies around the globe.<\/p>\r\n<p>Together you can exchange insights, creative ideas and storytelling tactics to bring back to your teams.\u00a0<\/p>\r\n<p>Who knows, you might even learn a little about yourself in the process!\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-12554\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/ITE_DBM-Quiz_CTA-Banner.png\" alt=\"\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Dreamer, Builder, Maker: What Type of Marketer Are You?","post_excerpt":"The best customer experiences are created by teams. Find out whether you're a Dreamer, Builder, or Maker by taking this quiz. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dreamer-builder-maker-what-type-of-marketer-are-you","to_ping":"","pinged":"","post_modified":"2021-04-15 22:26:26","post_modified_gmt":"2021-04-16 05:26:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12491","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 25, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dbm-foundation","blog-post"],"term_names":["DBM Campaign","DBM Foundation","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dreamers, Builders, Makers\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/"},{"ID":12518,"post_author":"7","post_date":"2021-02-24 08:55:07","post_date_gmt":"2021-02-24 16:55:07","post_content":"<p>The martech community is flooded with a lot of noise: With thousands of companies pushing similar messaging and selling \u201cthe best\u201d marketing solutions, it\u2019s hard to know which suits your business\u2019s particular needs.<\/p>\r\n<p>In our latest installment of \u201cAsk an Iterator,\u201d we ask Leon Grant, Enterprise Account Executive here at Iterable, to demystify the process and help navigate your brand through the noise.<\/p>\r\n<h3>Ask an Iterator: Leon Grant<\/h3>\r\n<p>Leon was Iterable\u2019s first Account Executive in the London office, which <a href=\"https:\/\/markets.businessinsider.com\/news\/stocks\/iterable-takes-first-step-to-expand-international-operations-with-london-office-1028571574\" target=\"_blank\" rel=\"noopener\">opened officially in 2019<\/a>. While his primary responsibility is growing Iterable\u2019s business territory in EMEA, Leon mentors others in his professional network and is a husband with two children under four years old.<\/p>\r\n<p>At Iterable, Leon is also an active member of the <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Black at It<\/a> affinity group, which was created as a space for community, discussion and empowerment for Black employees at Iterable.<\/p>\r\n<p>After completing his BSc (Hons) from the University of Nottingham, Leon jumped right into the marketing world. Now he has more than 12 years of experience in sales and marketing under his belt, having worked for key players in the tech industry, like Microsoft, Salesforce and Norwegian scale-up, Gelato.<\/p>\r\n<p>Leon is here to share his experience in sales and partnerships, and to celebrate Black History Month by providing insights and guidance on how brands can effectively champion diversity and inclusivity, and make an impact on the industry at large.<\/p>\r\n<p>Let\u2019s get into it!<\/p>\r\n<h4>Tell us a little more about your work.<\/h4>\r\n<p>As an Enterprise Account Executive or AE, I am responsible for growing our business, by recruiting new business. The key for me to do my job well is to really understand the macro and micro goals of the organisations that I\u2019m speaking with.\u00a0<\/p>\r\n<p>Once I can fully wrap my mind around their goals, I can then ask important questions about the roadblocks that are getting in the way of reaching their full potential. Many of the issues I identify with the client have to do with a \u201chow-to,\u201d like, <a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener\">\u201chow-to\u201d grow their audience<\/a> and scale effectively and efficiently.<\/p>\r\n<p>This process allows me to share appropriate opinions, recommend accurate tools and provide helpful documentation to add value to them. I want all of our customers to be successful. I know I\u2019m doing my job right when they have had a memorable experience.<\/p>\r\n<h4>What is the most common question you get asked on the job?<\/h4>\r\n<p>The martech marketplace is crowded with a lot of noise, and companies have similar messages. As a brand, it\u2019s hard to decide who to partner with when you\u2019re pitched the same thing over and over again. So understandably, the most common question I\u2019m asked now is, \u201cWhat makes Iterable different?\u201d\u00a0<\/p>\r\n<p>Of course, I have the freedom to go in a few directions when I respond, but I typically turn to the two themes that I believe make our work stand out (I mean, they were pivotal to my choosing Iterable): culture and tech.<\/p>\r\n<p>In culture: Our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">four company values<\/a>\u2014trust, humility, balance, and maintaining a growth mindset\u2014guide us as we grow. They inform everything we do, so our partners are rest assured that transparency, ethics, performance and empathy are always prioritized.<\/p>\r\n<p>That\u2019s something that, as a brand, you don\u2019t usually find out until further down the line. It makes me feel confident in my work, and the experience I\u2019m providing when I can point to our core principles as key differentiators.<\/p>\r\n<p>In tech: Think about this for a minute. Let\u2019s say you keep your customer data in Salesforce, and use another platform to nurture leads, and use Sprout Social to manage your social media marketing efforts. You probably have Google Analytics set up on your website and on and on and on.\u00a0<\/p>\r\n<p>Each platform was built with the idea that their insights and data are the most important. Therefore, you end up wasting a lot of time bouncing from report to report in each platform in order to try and piece together the whole story. The odds are pretty high that you\u2019re missing critical pieces of the story.<\/p>\r\n<p><strong>That piece is likely the difference between a good and a great customer experience.\u00a0<\/strong><\/p>\r\n<p>With Iterable, you do not have to look for your data or hope you have all the pieces together to create a cohesive customer experience. Our customers can leverage all of the data they have. Ultimately, they can do more clever stuff, faster.<\/p>\r\n<p>Data flexibility is a unique differentiator. It\u2019s what powers unified customer experiences and enables you to leverage all your data and engage customers with messages they love, on channels they prefer.<\/p>\r\n<h4>What\u2019s next for brands?<\/h4>\r\n<p>2020 was a hard year for everyone\u2014especially brands. From the COVID-19 pandemic to social justice issues like the Black Lives Matter movement and the 2020 U.S. election cycle, consumers had a lot to digest. At the top of their list? How brands responded to these issues and <a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">built brand trust<\/a>.<\/p>\r\n<p>While building brand trust seems like an uphill battle, I think it\u2019s pretty simple: Stand for something. Customers shop with brands they connect with emotionally, so sending out messaging that resonates with their base is really critical.<\/p>\r\n<p>What does this mean in action? If your customer base is mostly Black women, then you should communicate your stance on reproductive rights and send out supportive messages during <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a>. If your customer base is made up of parents, communicate how your company provides competitive parental leave or <a href=\"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/\" target=\"_blank\" rel=\"noopener\">share work-life balance tips<\/a> during this difficult time.<\/p>\r\n<p>The point is\u2014be authentic in your messaging. Take a stand on issues that matter to your audience. And be open-minded and ready to learn. That\u2019s how you will reach customers.<\/p>\r\n<h4>How can brands get smarter about their marketing?<\/h4>\r\n<p>It was really cool to see all of these companies turn to cause-driven marketing and social activism to connect with customers last year. And now customers are talking about how they can augment their efforts in 2021.<\/p>\r\n<p>I think the most effective way to level up their authentic selves this year is to get smart with their tech. Or, in other words, get \u201csmart\u201d tech.<\/p>\r\n<p>Last year, our product team set out to build easy yet powerful AI tools that complement today\u2019s marketers. The goal was to create an intuitive AI solution to empower marketers to deliver more meaningful experiences to customers\u2014all without replacing the authenticity and empathy in their messaging.<\/p>\r\n<p>With the focus that brands will have in 2021 on building brand trust and authentic experiences for customers, <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a> is really a no-brainer for our customers this year. My accounts are really ecstatic to try it out. They\u2019re excited to finally understand how customers feel about their brand, in real time and across channels.<\/p>\r\n<p>Who wouldn\u2019t want to use a tool that helps marketing teams develop intelligent and informed strategies?<\/p>\r\n<h4>It is no secret that the tech industry has had a long-standing <a href=\"https:\/\/www.wired.com\/story\/five-years-tech-diversity-reports-little-progress\/\" target=\"_blank\" rel=\"noopener\">diversity and inclusion problem<\/a>. From your perspective, what do you think the wider tech community could be doing to increase diversity in the workplace?<\/h4>\r\n<p>I think it all starts with education. STEM ambassadors here in the U.K. play a vital role in opening the possibilities and options of careers to children of school age. I strongly believe that those working in tech have a responsibility to share their experiences and encourage the next generation.<\/p>\r\n<h4>You mentioned that culture was a primary driver of you joining us, so how would you describe Iterable?<\/h4>\r\n<p>There are three words I would use to describe Iterable: supportive, inclusive and creative.<\/p>\r\n<p>Supportive, because our entire company lives by our four core values, one of which is Balance. Of course, we have formal measures in place to cement this value in our culture\u2014like our monthly Balance Days, flexible time off and sabbatical leaves.<\/p>\r\n<p>But the support is more ingrained, and I really feel that everyone around me cares about my health, happiness, personal and professional growth. It\u2019s a great feeling.<\/p>\r\n<p>Inclusivity is, of course, hard to pinpoint, but I think our Iterable Affinity Groups are indicative of this trait. Affinity Groups are created and run by employees who share a common community or identity, and they play a vital role in ensuring an inclusive environment where all are valued and empowered to succeed.<\/p>\r\n<p>I\u2019m a proud member of Black at It, an Affinity Group with a powerful mission\u2014to promote an inclusive environment through community, events and discussions that create cultural awareness and uplift Black employees at Iterable.<\/p>\r\n<p>The group has allowed me to connect with people in the company that I wouldn't in my usual day-to-day job. The best part is the education. I leave each session more informed than the last, and that is what we need for a progressive society. We have a ton of fun\u2014from debates on Black hair to guest speaking engagements, our group is helping spread education and inclusivity, and have fun doing it!<\/p>\r\n<p>As for the creative, all you have to do is join this year\u2019s <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>. It\u2019s a virtual event, available to everyone around the world, and really drives home a message: the best customer experiences are facilitated by the best products and enabled by the best people. You\u2019ll find all of that here at Iterable.<\/p>\r\n<h3>Take the Next Step With Iterable<\/h3>\r\n<p>Your customers have high expectations for your brand. They want to feel connected, respected and valued. To accomplish this, you must build an unforgettable customer experience\u2014one that\u2019s cross-channel, cohesive and personal.<\/p>\r\n<p>Take a step closer to your customers this year and <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> with our team! You\u2019ll be connected with a member of our team who, like Leon, is passionate about progress and personalization.\u00a0<\/p>","post_title":"Ask an Iterator: Leon Grant on the Power of Experience","post_excerpt":"In our latest installment of \u201cAsk an Iterator,\u201d Leon Grant, Enterprise Account Executive at Iterable, helps navigate your brand through the noise.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-leon-grant-power-experience","to_ping":"","pinged":"","post_modified":"2021-02-24 08:55:07","post_modified_gmt":"2021-02-24 16:55:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12518","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 24, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/02\/021921_Leon-Grant-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Leon Grant, Executive\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021921_Leon-Grant-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021921_Leon-Grant-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021921_Leon-Grant-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-leon-grant-power-experience\/"},{"ID":12381,"post_author":"74","post_date":"2021-02-22 02:54:55","post_date_gmt":"2021-02-22 10:54:55","post_content":"<p>Oftentimes the thought of revamping your MarTech stack might seem daunting and you might not know where to start! With so many platform options, technical requirements and budget considerations the process can seem overwhelming... but fear not, our experts are on hand to help! Join our webinar on Vendor Selection for CRM Tools with a fireside chat featuring marketing experts from Pandora, Holistic Email Marketing, and Iterable, as we discuss how to start your vendor selection journey, and build out your customer experience requirements.<\/p>\r\n<p><br \/>\r\n<strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Key considerations when building your MarTech Stack<\/li>\r\n\t<li>The pros and cons of running an RFP<\/li>\r\n\t<li>The role data plays within your customer experience<\/li>\r\n<\/ul>","post_title":"Vendor Selection for CRM Tools","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vendor-selection-for-crm-tools","to_ping":"","pinged":"","post_modified":"2021-04-15 22:27:04","post_modified_gmt":"2021-04-16 05:27:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12381","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 22, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8562,"name":"Builders","slug":"builders","term_group":0,"term_taxonomy_id":8562,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":8563,"name":"Makers","slug":"makers","term_group":0,"term_taxonomy_id":8563,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","builders","makers","webinar"],"term_names":["DBM Campaign","Builders","Makers","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/vendor-selection-for-crm-tools\/"},{"ID":12375,"post_author":"71","post_date":"2021-02-18 15:02:24","post_date_gmt":"2021-02-18 23:02:24","post_content":"<p>For every dollar of capital raised, start-ups founded by women generated $0.78 while male-founded start-ups generated just $0.31, according to CNBC. Yet, female-founded brands account for just 2.2% of overall venture capital funding (Forbes).<\/p>\r\n<p>Join us for a fireside chat with Iterable customers: Lindsey Andrews, CEO &amp; Co-Founder at Minibar Delivery and Jie Charles, VP, DTC at LOLA to hear how they\u2019re driving unprecedented growth and proving the disruptive power of female-founded brands.<\/p>\r\n<p><strong>Moderated by Co-Founder of Iterable\u2019s Women\u2019s Network, Tasmin Singh, this session will cover:<\/strong><\/p>\r\n<ul>\r\n\t<li>How these female-founded DTC brands are championing growth<\/li>\r\n\t<li>What it takes to build a loyal audience\u2014and increase their lifetime value<\/li>\r\n\t<li>The unique challenges and opportunities of women-led organizations<\/li>\r\n<\/ul>","post_title":"Female-Founded: How LOLA and Minibar Delivery Disrupted Their Categories and Built Loyal Audiences","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"female-founded-brands","to_ping":"","pinged":"","post_modified":"2021-04-15 22:24:02","post_modified_gmt":"2021-04-16 05:24:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12375","menu_order":14,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 18, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","dbm-foundation","webinar"],"term_names":["DBM Campaign","DBM Foundation","Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/female-founded-brands\/"},{"ID":12323,"post_author":"35","post_date":"2021-02-18 09:52:31","post_date_gmt":"2021-02-18 17:52:31","post_content":"<p>Experiences are tied to <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">memories<\/a>. Good or bad, you remember how an experience makes you feel. For the customer experience, this memory can make or break the customer\u2019s decision whether to interact with your brand again.\u00a0<\/p>\r\n<p>With lifestyles being forced to adapt in the face of COVID-19, themes of <a href=\"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/\" target=\"_blank\" rel=\"noopener\">trust<\/a> and <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> became prominent drivers in the marketing world. Consumer expectations shifted and were raised. Brands are now expected to create a conversation with customers, treating them more as a person than the next transaction.\u00a0<\/p>\r\n<p>As we move forward into 2021, it\u2019s important to take stock of how influential a memorable customer experience truly is. And so, we\u2019ve curated 18 key stats that show you just that.<\/p>\r\n<p>Take a look and let us know your favorite one on social!<\/p>\r\n<h3>Key Customer Experience Stats<\/h3>\r\n<h4>Great Experiences Are Required<\/h4>\r\n<ul>\r\n\t<li>Brands with better customer experience see 5.7 times more revenue than competitors with weaker customer experience (Source: <a href=\"https:\/\/www.retailcustomerexperience.com\/blogs\/why-personalization-is-key-for-retail-customer-experiences\/\" target=\"_blank\" rel=\"noopener\">Retail Customer Experience<\/a>)<\/li>\r\n\t<li>Customers cite feeling underappreciated as their top reason for switching brands (Source: <a href=\"https:\/\/www.vonage.com\/resources\/publications\/global-customer-engagement-report-2020\/\" target=\"_blank\" rel=\"noopener\">Vonage<\/a>)<\/li>\r\n\t<li>Two-thirds of companies compete on customer experience, up from 36% in 2010 (Source: <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/key-findings-from-the-gartner-customer-experience-survey\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/li>\r\n\t<li>71% of consumers find impersonal experiences frustrating (Source: <a href=\"http:\/\/grow.segment.com\/Segment-2017-Personalization-Report.pdf\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n\t<li>A good experience is a key influencer of brand loyalties for 73% of consumers (Source: <a href=\"https:\/\/www.pwc.com\/future-of-cx\" target=\"_blank\" rel=\"noopener\">PwC<\/a>)<\/li>\r\n\t<li>After receiving a personalized experience, almost half (49%) of buyers have made impulse purchases (Source: <a href=\"https:\/\/www.globenewswire.com\/news-release\/2017\/10\/25\/1300518\/0\/en\/Segment-Survey-Finds-Consumers-Will-Spend-More-When-Their-Shopping-Experience-is-Personalized-but-Most-Retailers-are-Missing-the-Mark.html\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n<\/ul>\r\n<h4>It Starts With Empathy<\/h4>\r\n<ul>\r\n\t<li>In 2020, 24% of marketers reported more empathy-driven customer communications, while 25% reported more crisis-driven communications (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>71% of customers prefer buying from brands who share the same values (Source: <a href=\"https:\/\/www.5wpr.com\/new\/research\/5wpr-2020-consumer-culture-report\/\" target=\"_blank\" rel=\"noopener\">5W PR<\/a>)<\/li>\r\n\t<li>Only 17% of brands did not make a public statement about social or political issues in 2020 (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>63% of consumers prefer when brands are purpose-driven (Source: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20181205005061\/en\/Majority-Consumers-Buying-Companies-Stand-Issues-Care\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Fueled by Data<\/h4>\r\n<ul>\r\n\t<li>The top three tech stack priorities for marketers in 2021 are marketing automation platforms, data warehouses and customer data platforms (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>78% of marketers plan on using zero-party data to personalize their messaging (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>AI is here. 83% of marketers say they are likely to use AI in their marketing strategies (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>83% of consumers are willing to share their data if that means a more personalized experience (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n\t<li>91% of consumers are likely to shop with brands that provide recommendations relevant to them (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Consistent Across Channels<\/h4>\r\n<ul>\r\n\t<li>60% of B2C brands have a mobile app, another 28% are building an app in 2021 (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>50% of consumers will stop visiting a site if it isn\u2019t mobile-friendly (Source: <a href=\"https:\/\/truelist.co\/blog\/ux-statistics\/\" target=\"_blank\" rel=\"noopener\">TrueList<\/a>)<\/li>\r\n\t<li>Only 12% of shoppers view the mobile shopping experience as the most convenient experience\u20144x less than the desktop experience (Source: <a href=\"https:\/\/www.dynamicyield.com\/article\/50-most-important-dynamicyield-personalization-stats\/\" target=\"_blank\" rel=\"noopener\">Dynamic Yield<\/a>)<\/li>\r\n<\/ul>\r\n<h3>Creating Memories<\/h3>\r\n<p>To create a customer experience worth remembering, keeping these stats in mind can help reinforce that the work you're doing is worth it. Nobody wants to feel underappreciated, and nobody wants a frustrating experience. Find ways to connect with users that are specific to your brand and authentic in their execution.<\/p>\r\n<p>If you're looking to learn more about building a memorable customer experience, here are a few resources:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">The Key to Crafting a Memorable Customer Experience<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">First-Party and Zero-Party Data: The Path Forward<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends to Kick Off the New Year<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends: Dissecting the Unexpected<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">Brand Trust Infographic: 2021 Marketing Trends<\/a><\/li>\r\n<\/ul>\r\n<p><em>The customer experience is about making connections. And we'd love to connect with you! <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with us about how you can make a memorable experience for your customers.\u00a0<\/em><\/p>","post_title":"18 Customer Experience Stats You Need to Know","post_excerpt":"Here are 18 key customer experience stats to help you make a customer experience that is impactful, individualized and memorable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"18-customer-experience-stats-you-need-to-know","to_ping":"","pinged":"","post_modified":"2021-02-18 09:52:51","post_modified_gmt":"2021-02-18 17:52:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12323","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 18, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/02\/021821_Customer-Experience-Stats_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Percentage icon to depict customer experience stats\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021821_Customer-Experience-Stats_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021821_Customer-Experience-Stats_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021821_Customer-Experience-Stats_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/"},{"ID":12334,"post_author":"71","post_date":"2021-02-17 13:19:37","post_date_gmt":"2021-02-17 21:19:37","post_content":"<p><span style=\"font-weight: 400;\">The customer experience is something that has drastically changed over the years, with possibly no event as significant as the pandemic. In this guide, readers will better understand how the customer experience has reached a strategic inflection point and what is required of brands to take advantage of this pivotal moment in time.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Using Robert Cialdini\u2019s framework of psychological influence, the guide dives into six principles every brand needs to include in their marketing to develop stronger connections with their customers. In doing so, the customer experience becomes more personalized and empathetic.<\/span><\/p>\r\n<p><b>What you'll learn:<\/b><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What is a strategic inflection point and why does it matter?<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The six principles needed for building a memorable customer experience<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Four questions to self-assess your brand\u2019s customer experience<\/span><\/li>\r\n<\/ul>","post_title":"The Six Principles of Building a Memorable Customer Experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"six-principles-of-building-a-memorable-customer-experience","to_ping":"","pinged":"","post_modified":"2021-04-15 22:22:50","post_modified_gmt":"2021-04-16 05:22:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=12334","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"February 17, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"729\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1.png 729w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1-300x211.png 300w\" sizes=\"(max-width: 729px) 100vw, 729px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/"},{"ID":12307,"post_author":"7","post_date":"2021-02-17 08:09:27","post_date_gmt":"2021-02-17 16:09:27","post_content":"<p>Marketers are people. Marketers are also customers. Yet the traditional brand-customer relationship is one-sided and formal\u2014stripped of the human element. One side tells the other what\u2019s available and the latter makes a choice to buy or not. End of story.\u00a0<\/p>\r\n<p>That\u2019s not good enough for today\u2019s customers. <em>And that\u2019s not good enough for us.<\/em><\/p>\r\n<p>But rather than tell you how to build relationships with customers\u2014by focusing on empathy, transparency, and (gasp!) humanity\u2014we\u2019re going to show you on April 7 at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-boz\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>.<\/p>\r\n<p>For the second year in a row, Activate is going completely virtual. This year, we are bringing you stories, insights and strategies you can take with you to make your customer experience memorable. You don\u2019t have to dream of building a long-lasting relationship with your customers anymore.<\/p>\r\n<p>At Activate, you can make it a reality.<\/p>\r\n<h3>Drum Roll, Please...<\/h3>\r\n<p>We\u2019re <a href=\"https:\/\/www.prweb.com\/releases\/iterable_announces_netflix_global_cmo_bozoma_saint_john_as_keynote_speaker_for_activate_live_2021\/prweb17735653.htm\" target=\"_blank\" rel=\"noopener\">thrilled to announce<\/a> that Bozoma Saint John, CMO of Netflix, will kick off the conference! At 8 a.m. PT, Bozoma will join <a href=\"https:\/\/www.linkedin.com\/in\/tashareasor\/\" target=\"_blank\" rel=\"noopener\">Tasha Reasor<\/a>, our VP of Demand Generation and Customer Marketing, for a fireside chat to discuss customer experience and inclusive marketing.<\/p>\r\n<p>Bozoma Saint John, a globally recognized marketing icon with 20 years of experience under her belt, needs no introduction. But why not learn a bit more about our Activate headliner?<\/p>\r\n<h3>Meet \u201cBadass Boz\u201d<\/h3>\r\n<p>Born in Connecticut and raised in Ghana, Saint John graduated from Wesleyan University, and\u2014like so many young (and starry-eyed) professionals\u2014moved to New York City. After a stint of job-searching, Bozoma was directed to a temp agency that eventually landed her with a job answering phones for Spike Lee. Her career in marketing and management started there, when she was asked to review one of Spike Lee's scripts. A few marks of a red pen sent her from answering phone calls to managing accounts. From there, she moved from intern to icon with Apple, Beats and Pepsi, and she was quickly named the Chief Brand Officer at Uber.<\/p>\r\n<p>Fast forward to today: Bozoma Saint John <a href=\"https:\/\/about.netflix.com\/en\/about-us\" target=\"_blank\" rel=\"noopener\">joined Netflix as CMO<\/a> in June 2020, after she held the same role at Endeavor. Importantly, Bozoma has been recognized for her breakthrough work by both the industry and her peers, having been inducted into the American Advertising Federation Hall of Achievement in 2014. Additionally, Bozoma serves on the boards of Girls Who Code and Vital Voices, and in March 2017, she was named as a Henry Crown Fellow by the Aspen Institute.<\/p>\r\n<p>We are beyond honored to have Bozoma Saint John at Activate. Just ask our co-founder and CEO <a href=\"https:\/\/www.linkedin.com\/in\/hjzhu\/\" target=\"_blank\" rel=\"noopener\">Justin Zhu<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe are beyond honored to welcome Bozoma Saint John, Global Chief Marketing Officer at Netflix, as the keynote speaker at this year\u2019s Activate Live. We value authenticity, creativity and strategy when creating memorable customer experiences, and we admire how Bozoma Saint John champions this approach with tenacity.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>For the Dreamers, Builders and Makers<\/h3>\r\n<p>Today\u2019s consumers expect more from brands. The customer experience now is about <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>. It\u2019s about humanization.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> is for anyone who wants to connect with their customers on a personal level. To make it a little more personal for you, we want to recognize your talents. Because to us, you are the dreamers, builders, and makers that create memorable experiences for your customers:<\/p>\r\n<ul>\r\n\t<li><strong>Dreamers<\/strong>: Dreamers constantly have an innovative, clear eye on the future. They think big and identify the direction of your brand and ensure customers grow along with the business.<\/li>\r\n\t<li><strong>Builders<\/strong>: Builders thrive when solving problems and shaping the foundation on which the business succeeds. They construct products that bring customers joy and create the best infrastructure to empower brand growth.<\/li>\r\n\t<li><strong>Makers<\/strong>: Makers foster connections directly with customers. They craft strategies and tactics that promote long-term relationships and satisfy the customer\u2019s call for individualization.<\/li>\r\n<\/ul>\r\n<h3>Authentic Experiences. Empowered Connections.\u00a0<\/h3>\r\n<p>The three archetypes above make up our customer base. Iterable is about helping brands create memorable customer experiences for their customers, so Activate does the same.<\/p>\r\n<p>Each archetype will be symbolized by its own color (and corresponding hues) to help guests customize the experience to what they want to learn. For a truly customized experience, you can attend sessions in one track or jump between tracks:<\/p>\r\n<h4>Track One: Building a Memorable Experience<\/h4>\r\n<p><em>Best Suited for Dreamers and Makers<\/em><\/p>\r\n<p>In this foundational track, you will find sessions illustrating how to approach building a customer experience that includes empathy, values and personal connection. These sessions show you how to use tools at your disposal to communicate at the individual level.<\/p>\r\n<h4>Track Two: The Customer Experience in Practice<\/h4>\r\n<p><em>Best suited for Builders and Makers<\/em><\/p>\r\n<p>In our practical track, you will learn how to take action right away. From journey mapping to gleaning insights from massive data sets, the sessions in this track delta what steps needed to be taken to improve the customer experience.\u00a0<\/p>\r\n<h3>Save Your Spot to Join Bozoma Saint John at Activate<\/h3>\r\n<p>Yes, Activate is live and 100% free\u2014which means that no matter where you are in the world, you can join a community of marketing dreamers, builders and makers.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Save your spot<\/a> to see speakers, like Bozoma Saint John, rock the stage and pave the future of marketing.<\/p>","post_title":"Bozoma Saint John, CMO of Netflix, to Speak at Activate Live","post_excerpt":"We\u2019re thrilled to announce that Bozoma Saint John, CMO of Netflix, will be our headlining keynote speaker at Activate Live on April 7.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"bozoma-saint-john-cmo-netflix-activate-live","to_ping":"","pinged":"","post_modified":"2021-02-17 10:00:32","post_modified_gmt":"2021-02-17 18:00:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12307","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Keynote Speaker: Bozoma Saint John, CMO of Netflix\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/"},{"ID":12287,"post_author":"7","post_date":"2021-02-16 08:22:55","post_date_gmt":"2021-02-16 16:22:55","post_content":"<p>With such tumultuous times brought on by the global pandemic, 2020 was the year of <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">marketing with empathy<\/a>, but it was also the year that put <a href=\"https:\/\/www.decisionmarketing.co.uk\/news\/brands-go-on-moral-crusade-to-keep-customers-on-board\" target=\"_blank\" rel=\"noopener\">ethics in the spotlight<\/a>, as brands around the world asked themselves important, mission-driven questions, like:<\/p>\r\n<ul>\r\n\t<li>How do we address and fight against racial injustice?<\/li>\r\n\t<li>Should we take sides in the 2020 U.S. presidential election?<\/li>\r\n\t<li>How do we authentically express our corporate values?<\/li>\r\n<\/ul>\r\n<p>While certainly much of businesses' concerns revolved around staying afloat financially during lockdowns and store closures, equally as critical was the conversation around building brand trust and connecting with customers in a deep, meaningful way.<\/p>\r\n<p>To find out how marketers have altered their messaging priorities in the past year, we recently <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>2020 effects on consumer communications will not fade.<\/li>\r\n\t<li>Cause-driven marketing campaigns will continue.<\/li>\r\n\t<li>Marketers will push brands to be even more socially active.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how marketers will earn consumer confidence this year.<\/p>\r\n<p>Check out our brand trust infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>The top social issues marketers made public statements about in 2020<\/li>\r\n\t<li>The most popular tactics used in campaigns to support specific causes<\/li>\r\n\t<li>The reasons why marketers think brands should (and shouldn't) remain politically neutral<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_12288\" align=\"alignnone\" width=\"1500\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\"><img class=\"wp-image-12288 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\" alt=\"2021 Marketing Trends: Brand Trust Infographic\" width=\"1500\" height=\"10078\" \/><\/a> <em>Click the brand trust infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Brand Trust in 2021: What Morality Has to Do With Marketing<\/h3>\r\n<p>Ethics and morality are critical components of building trust in a brand, and our research highlights marketers' success in communicating with sensitivity on the multitude of issues about which customers are passionate.<\/p>\r\n<p>As the data shows, tapping into how customers are feeling will be a top priority this year, because only by understanding their emotions and values can brands communicate with tact. The more mindful we are of their perspective, the more effectively we can connect with them.<\/p>\r\n<p>Want to dive even deeper into our survey findings and learn how today's top brands are leading the conversation around social activism? <a href=\"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/\" target=\"_blank\" rel=\"noopener\">Join us in our next webinar<\/a>, \"Building Brand Trust in a Year Like 2021,\" on Thursday, Feb. 25.<\/p>","post_title":"Brand Trust Infographic: 2021 Marketing Trends","post_excerpt":"Check out our brand trust infographic for key takeaways and statistics that can guide your 2021 marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-trust-infographic","to_ping":"","pinged":"","post_modified":"2021-04-15 22:20:56","post_modified_gmt":"2021-04-16 05:20:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12287","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 16, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8561,"name":"Dreamers","slug":"dreamers","term_group":0,"term_taxonomy_id":8561,"taxonomy":"resource_type","description":"","parent":8523,"count":3,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dreamers","blog-post"],"term_names":["DBM Campaign","Dreamers","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Brand trust infographic - Stock photo of man on tablet\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brand-trust-infographic\/"},{"ID":12253,"post_author":"7","post_date":"2021-02-11 07:37:34","post_date_gmt":"2021-02-11 15:37:34","post_content":"<p>You\u2019ve scheduled your email marketing campaign to launch\u2014the copy has been proofread several times, your brand team has signed off on all the creative and you\u2019ve double-checked that all your links are working. But, have you confirmed that your campaign meets the best practices for email accessibility?<\/p>\r\n<p>Accessibility should be at the forefront of conversations around ensuring that your emails are considered best in class, but often those conversations don\u2019t happen and best practices aren\u2019t followed.<\/p>\r\n<p><a href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\/\" target=\"_blank\" rel=\"noopener\">According to Litmus<\/a>, 77% of brands say email accessibility is a priority for them, but in practice, only 8% say they actually follow industry best practices for accessibility.<\/p>\r\n<p>So let\u2019s improve that.<\/p>\r\n<p>Before we talk about how to make the changes, let\u2019s take a small detour to look at why this is so important and needs to be a conversation involving your entire team.<\/p>\r\n<p>Globally, people with disabilities represent one in four people, and if that\u2019s not enough to get your team\u2019s attention, <a href=\"https:\/\/www.rod-group.com\/content\/rod-research\/edit-research-design-delight-disability-2020-annual-report-global-economics\" target=\"_blank\" rel=\"noopener\">this group has $1.9 trillion in disposable income<\/a>. For making content accessible to this group there\u2019s a wide range of use cases to think through\u2014vision, cognitive, motor, reading and hearing impairments all need to be considered.<\/p>\r\n<p>Above all else, I firmly believe that improving accessibility improves the experience for everyone. My favorite example of this is wheelchair ramps on sidewalks. Sure, they were created for people in wheelchairs to easily get on and off sidewalks but a wide range of groups also benefit: the woman with the walker, the dad with a packed stroller, the business professional with a set of luggage or the commuter on their bike.<\/p>\r\n<p>So let\u2019s dive in with how you can create accessible content.<\/p>\r\n<h4>1. Follow subject line and preheader best practices<\/h4>\r\n<p>Your subject line and preheader are a great place to start. Like most subject line best practices, you want to make sure that your subject lines are concise and descriptive, but not full of jargon. Any abbreviations that might be obvious to you have the potential to be difficult to be understood when being read by a screen reader.<\/p>\r\n<h4>2. Consider how emojis might be read out loud<\/h4>\r\n<p>Emojis\u2014love them or hate them\u2014can be used in subject lines if they fit with your brand voice, but be mindful of how they could be read by a screen reader or a virtual assistant like Siri or Alexa.<\/p>\r\n<p>Let\u2019s take a look at the subject line below.<\/p>\r\n\r\n[caption id=\"attachment_12260\" align=\"alignnone\" width=\"528\"]<img class=\"size-full wp-image-12260\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Email-Accessibility-Subject-Line.png\" alt=\"Email accessibility subject line: &quot;What's 5 stars &amp; 3 for $60?&quot;\" width=\"528\" height=\"60\" \/> <em>Assess whether your use of emojis is truly accessible.<\/em>[\/caption]\r\n\r\n<p>This might be read as \u201cWhat\u2019s 5 Stars &amp; 3 For $60?\u201d but a screen reader will read it as \u201cWhat\u2019s yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star and $3 for $60?\u201d<\/p>\r\n<p>So if you\u2019re using emojis, make sure that your meaning is still easily communicated to those that might be using assistive technologies.<\/p>\r\n<h4>3. Make your content is readable with a passing color contrast ratio<\/h4>\r\n<p>The color palette for your brand and your emails is essential to your brand, but also to your readers.<br \/>\r\n\u00a0<br \/>\r\nThe color contrast ratio is the ratio between the background and the foreground color and the basis for making sure that your communications are easily readable. Determining readability can be more scientific than getting a \u201clooks good to me\u2014approved!\u201d from your team. At a minimum, email colors should have a ratio of at least 4.5:1.<\/p>\r\n<p>For comparison purposes: White text on a light gray background has a contrast ratio of 1.19:1 while white text on a black background has a contrast ratio of 15.04:1.<\/p>\r\n<h4>4. Ensure you\u2019re not communicating information by just using colors<\/h4>\r\n<p>With color blindness, some of your customers might not be able to differentiate between certain colors, so you need to consider how you\u2019re communicating outside of using colors. Do you use blue to show a few words of your content are hyperlinked or are you showing swatches of your latest colorways?<\/p>\r\n<p>Consider adding other indicators: Underline your hyperlinks to show a differentiation between the rest of your copy or add the name of the colorway rather than relying on a swatch or visual representation.<\/p>\r\n<h4>5. Don\u2019t get too wild with animations<\/h4>\r\n<p>GIFs (you can choose-your-own-adventure on the pronunciation) are cool, but make sure that you\u2019re being conscious of how they can affect your customers. Animations shouldn\u2019t be too fast or have the ability to cause dizziness or vertigo to those who might have a visual sensitivity.<\/p>\r\n<p>They also shouldn\u2019t contain any excessive blinking or flashing, which could contribute to a seizure. You should also consider how long you need your animation to play as it can detract from some users being able to focus on the rest of your content.<\/p>\r\n<h4>6. Alt text is a must-have<\/h4>\r\n<p><a href=\"https:\/\/www.w3.org\/TR\/WCAG20\/#text-equiv\" target=\"_blank\" rel=\"noopener\">The Web Content Accessibility Guidelines<\/a> say \u201call non-text content that is presented to the user has a text alternative that serves the equivalent purpose.\u201d Enter alt text. Alt text is shown to users when the image doesn\u2019t display; it\u2019s also what screen readers use to read through non-text elements of an email. Alt text is also non-negotiable.<\/p>\r\n<p>If you have images (or GIFs) you need to make sure that you\u2019re communicating that same information through alt text. This seems simple, but there are a few \u201cdon'ts\u201d to keep in mind:<\/p>\r\n<p><strong>Don\u2019t:\u00a0<\/strong><\/p>\r\n<ul>\r\n\t<li>Start with \u201can image of\u2026\u201d\u2014the screen reader will already be relaying that this is an image<\/li>\r\n\t<li>Add alt text to decorative elements\u2014leave the alt attribute blank instead<\/li>\r\n\t<li>Skip adding alt attributes altogether on images\u2014the screen reader will read the file path instead!<\/li>\r\n<\/ul>\r\n<h4>7. Use semantic elements in your code whenever possible<\/h4>\r\n<p>These are elements that clearly define the content like &lt;section&gt;, &lt;h1&gt;, &lt;h2&gt;, and &lt;p&gt;. These allow screen readers to easily navigate the content, which in turn creates a better user experience for those using screen readers.<\/p>\r\n<h4>8. Set the language attribute within your HTML<\/h4>\r\n<p>You can set the language attribute at the top of your HTML to identify the language that your content is in. Screen leaders can switch language profiles to ensure the correct accent and pronunciation is used.<\/p>\r\n<h4>9. Keep font size readable and CTAs clickable<\/h4>\r\n<p>We\u2019ve already talked about readability with color, but you don\u2019t want to take a step back and use too small of a font size. Text should be 14px at a minimum and even then, you\u2019ll want to make sure that your emails can still be read when zoomed up to 200% for those who need it.<\/p>\r\n<p>Similarly, for CTA buttons, just because someone is viewing your email on a small screen like their phone, that doesn\u2019t mean the CTA buttons should be small. Ensure that you have a large enough touch target that someone can click it with ease. In its <a href=\"https:\/\/developer.apple.com\/design\/human-interface-guidelines\/ios\/visual-design\/adaptivity-and-layout\/\" target=\"_blank\" rel=\"noopener\">Human Interface Guidelines<\/a>, Apple recommends touch targets with a size of 44 x 44 pixels.<\/p>\r\n<p>To help support customers who might have hand tremors or difficulty controlling a mouse, you also want to make sure the entire button is clickable, rather than just the text to avoid any frustration when trying to click.<\/p>\r\n<h3>Improving Email Accessibility: How to Get Started<\/h3>\r\n<p>So you\u2019ve read through this, and you\u2019re not sure where to start? Take a look at your latest campaign and do a quick email accessibility audit!\u00a0<\/p>\r\n<p>A few sample questions:\u00a0<\/p>\r\n<ol>\r\n\t<li>Do you have alt text on all of your images?<\/li>\r\n\t<li>Is the language set at the top of your HTML?<\/li>\r\n\t<li>If you use a screen reader, is your content easily understandable and logical?<\/li>\r\n\t<li>Do your CTAs provide enough room to easily click on them (desktop and mobile)?<\/li>\r\n\t<li>Does your color scheme pass the color contrast ratio?<\/li>\r\n<\/ol>\r\n<p>From there, you can create your own checklist for your team to reference to make sure you\u2019re following through on accessibility best practices.<\/p>\r\n<p><em>Want to modernize your email marketing? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"9 Tips to Improve Your Email Accessibility","post_excerpt":"Improving email accessibility improves the customer experience for everyone, so let\u2019s dive in with how you can create accessible content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"9-tips-improve-email-accessibility","to_ping":"","pinged":"","post_modified":"2021-02-11 07:37:34","post_modified_gmt":"2021-02-11 15:37:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12253","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 11, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/02\/021121_Email-Accessibility_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email illustration and icons of eye, ear, and text to depict email accessibility\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021121_Email-Accessibility_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021121_Email-Accessibility_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021121_Email-Accessibility_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/9-tips-improve-email-accessibility\/"},{"ID":12228,"post_author":"7","post_date":"2021-02-09 08:04:57","post_date_gmt":"2021-02-09 16:04:57","post_content":"<p>If 2019 was the year of companies <a href=\"https:\/\/adage.com\/article\/digital\/5-key-takeaways-2019-edelman-brand-trust-survey\/2178646\" target=\"_blank\" rel=\"noopener\">building<\/a> <strong>brand trust<\/strong>, then 2020 was the ultimate test of putting it into practice.<\/p>\r\n<p>Last year saw consumers truly push brands to earn their trust. In addition to the COVID-19 pandemic, social justice issues like the Black Lives Matter movement and the turbulent 2020 U.S. election cycle were brought to the conversational forefront. Many questions were posed about consumer brands\u2019 role in <a href=\"https:\/\/www.buzzfeed.com\/terrycarter\/people-brands-called-out-for-racism\" target=\"_blank\" rel=\"noopener\">racial inequality<\/a>, and some organizations <a href=\"https:\/\/www.chowhound.com\/food-news\/276180\/brands-that-donate-to-trump-or-biden\/\" target=\"_blank\" rel=\"noopener\">openly stated<\/a> who they supported in the U.S. presidential election or promoted the \u201cget out the vote\u201d initiative.<\/p>\r\n<p>After brand trust was redefined last year, Iterable wanted to know how marketers felt about the subject. We surveyed 500 B2C marketers from the U.S. and U.K. to examine how their organizations responded to last year\u2019s events and find out what\u2019s in the cards for 2021.<\/p>\r\n<p>Here\u2019s what they had to say.<\/p>\r\n<h4>1. 2020 effects on consumer communications will not fade.<\/h4>\r\n<p>The overwhelming majority of marketers felt the pressure to adapt to 2020\u2019s challenges. In fact, 87% of respondents said their company felt the need to change its marketing strategies to better build consumer trust.<\/p>\r\n<p>The most likely factor of this strong sentiment for change is the COVID-19 pandemic. Marketers ranked the top changes to their customer communications as being more crisis-response driven (25%), more empathy-driven (24%) and more sales-driven (23%). These changes were reflected in many different consumer marketing campaigns throughout last year.<\/p>\r\n<p>Shoe retailer Allbirds <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">pivoted its marketing<\/a> to aid in relief of the COVID-19 crises by offering donation options for healthcare workers on each purchase. Additionally, Glo, an online provider for yoga, pilates and meditation, took an empathetic approach by offering <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">free online classes<\/a> so participants could work out at home. The online dating industry applied a more sales-driven approach, with some <a href=\"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/\" target=\"_blank\" rel=\"noopener\">apps<\/a> offering up to 50% off premium memberships to entice consumers into trying virtual dates from home.<\/p>\r\n<p>With the pandemic still a prominent part of our daily lives, 91% of respondents said they plan to maintain these new customer communication strategies in 2021.<\/p>\r\n<h4>2. Cause-driven marketing campaigns will continue.<\/h4>\r\n<p>As widespread social issues coincided with the pandemic and an unprecedented presidential election cycle, most brands took action in response.<\/p>\r\n<p>Although the coronavirus was a <a href=\"https:\/\/trends.google.com\/trends\/yis\/2020\/US\/\" target=\"_blank\" rel=\"noopener\">prevalent topic<\/a> for brands and consumers, issues like racial inequality also came to a head, prompting many companies to take action.<\/p>\r\n<p>In fact, more companies issued public statements on racial inequality (47%) than on public health (40%) in 2020. Brands also made statements on the following issues last year:<\/p>\r\n<ul>\r\n\t<li><strong>Gender inequality<\/strong>: 34%<\/li>\r\n\t<li><strong>LGBTQIA pride<\/strong>: 32%<\/li>\r\n\t<li><strong>Climate change<\/strong>: 29%<\/li>\r\n\t<li><strong>Politics\/the 2020 election<\/strong>: 23%<\/li>\r\n\t<li><strong>Defunding the police<\/strong>: 21%<\/li>\r\n<\/ul>\r\n<p>To bring these social issues to light, brands implemented a mix of marketing tactics, as well as grassroots initiatives. The tactics marketers leveraged for their cause-driven campaigns included:<\/p>\r\n<ul>\r\n\t<li><strong>Partnering with an organization<\/strong>\/non-profit\/charity on an initiative to benefit those affected by the issue: 57%<\/li>\r\n\t<li><strong>Creating social media content<\/strong> that advocated for the issue: 57%<\/li>\r\n\t<li><strong>Donating a portion of profits<\/strong> to an organization: 46%<\/li>\r\n\t<li><strong>Sending direct messaging<\/strong> about the issue to their customer base: 36%<\/li>\r\n\t<li><strong>Giving employees paid time off<\/strong> to volunteer or protest: 22%<\/li>\r\n<\/ul>\r\n<p>The campaigns used to drive various causes are representative of last year\u2019s dominant social conversations. But these efforts are not simply a marketing blip. Brands show no signs of stopping their social cause initiatives\u201479% of companies plan to continue campaigns with messaging on one or more of these issues in 2021.<\/p>\r\n<h4>3. Marketers will push brands to be even more socially active.<\/h4>\r\n<p>There\u2019s no doubt there was a dedicated effort from brands to speak out on social issues in 2020. However, a slight majority of marketers (51%) still don\u2019t think their companies went far enough in their initiatives on social issues.<\/p>\r\n<p>Yet while there\u2019s a near-split on whether respondents thought companies did enough or not, 83% also agreed that their company should remain <strong>politically neutral<\/strong>, with 41% saying they \u201cstrongly agree.\u201d Most marketers on both sides cited ethics as their rationale for why their company should remain neutral when it came to political partisanship\u2014or not (see table below).<\/p>\r\n<table style=\"border-collapse: collapse; width: 100%;\">\r\n<thead>\r\n<tr>\r\n<td style=\"width: 50%;\"><strong>Reasons brands <em><span style=\"text-decoration: underline;\">should<\/span><\/em> remain politically neutral<\/strong><\/td>\r\n<td style=\"width: 50%;\"><strong>Reasons brands <em><span style=\"text-decoration: underline;\">should not<\/span><\/em> remain politically neutral<\/strong><\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%;\">1. I believe it is unethical to bring politics into our brand: 41%<\/td>\r\n<td style=\"width: 50%;\">1. I believe stating your political stance as a brand is the right, ethical thing to do: 57%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%;\">2. Political positioning alienates certain customer groups, negatively impacting our brand: 31%<\/td>\r\n<td style=\"width: 50%;\">2. Political positioning resonates with our brand\u2019s target audience: 28%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%;\">3. Political positioning does not resonate with our brand\u2019s target audience: 27%<\/td>\r\n<td style=\"width: 50%;\">3. Political positioning provides a positive business outcome for our brand: 14%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>The findings reflect a divided general population and a growing movement to decouple social inequity issues from politics: Just because a brand is politically neutral does not imply that they\u2019re ethically neutral.<\/p>\r\n<p>And this desire from marketers to do more about social issues in an ethical way will carry over to brand strategy, as 74% said it\u2019s likely that their organization will change its consumer trust strategy in the next year.<\/p>\r\n<h3>Continuing to Build the Bridge of Consumer Trust in 2021<\/h3>\r\n<p>As marketers reflect on 2020 and apply their learnings to 2021 strategies, one thing is clear: Ethics and morality will be core tenets of brand trust strategies for the long term. However, how far brands will go on publicly addressing social issues and stating political stances remains to be seen.<\/p>\r\n<p>While it\u2019s clear that marketers don\u2019t want to plant a political party flag in their campaigns, supporting certain social causes does carry certain ramifications. It\u2019s inevitable that supporting a certain social cause will not resonate with some audience segments, regardless of political party affiliation.<\/p>\r\n<p>However, as we\u2019ve seen through our own work with Iterable clients, today\u2019s audiences want to know a brand's beliefs and values. And by leveraging tools such as <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>, brands can better identify what resonates with their customers and speak to shared beliefs in their marketing messages.<\/p>\r\n<p>Not all marketers agree on how brand marketing fits into social issues. But even with continued social justice efforts and the progressing rollout of COVID-19 vaccines, marketers are well aware that they can\u2019t put 2020\u2019s brand trust initiatives in the rearview mirror. The conversations and issues that influenced the 2020 conversation aren\u2019t going away and consumers are still holding brands accountable for their values and actions.<\/p>\r\n<p><em>To dive deeper into Iterable\u2019s research, <a href=\"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/\" target=\"_blank\" rel=\"noopener\">register for our webinar<\/a> \u201cBuilding Brand Trust in a Year Like 2021,\u201d on Feb. 25, at 9:00 a.m. PST.<\/em><\/p>","post_title":"How Did 2020 Affect Brand Trust for B2C Marketers?","post_excerpt":"Iterable surveyed 500 B2C marketers to examine how their organizations responded to last year\u2019s events and how they're building brand trust in 2021.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-did-2020-affect-brand-trust","to_ping":"","pinged":"","post_modified":"2021-04-15 22:21:26","post_modified_gmt":"2021-04-16 05:21:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12228","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 09, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8561,"name":"Dreamers","slug":"dreamers","term_group":0,"term_taxonomy_id":8561,"taxonomy":"resource_type","description":"","parent":8523,"count":3,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dreamers","blog-post"],"term_names":["DBM Campaign","Dreamers","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration to depict brand trust\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/"},{"ID":12199,"post_author":"47","post_date":"2021-02-08 10:30:06","post_date_gmt":"2021-02-08 18:30:06","post_content":"<p><span style=\"font-weight: 400\">Between the global pandemic, social unrest and the turbulent U.S. election cycle, 2020 put brands to the test. How do marketers communicate corporate values and build consumer trust when \u201cunprecedented times\u201d becomes the ultimate cliche?<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Iterable surveyed 500 B2C marketers around the world to examine how brands responded to events in 2020 and what\u2019s in store for them this year.<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Come for this highly interactive webinar and discover:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">If the words behind marketers\u2019 messaging actually matched their actions<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What role ethics play when deciding whether to be politically neutral<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How leading businesses pivoted their marketing to build trust<\/span><\/li>\r\n<\/ul>","post_title":"Building Brand Trust in a Year Like 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"building-brand-trust-in-a-year-like-2021","to_ping":"","pinged":"","post_modified":"2021-02-25 10:46:48","post_modified_gmt":"2021-02-25 18:46:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12199","menu_order":13,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 08, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/"},{"ID":12136,"post_author":"7","post_date":"2021-02-08 08:29:59","post_date_gmt":"2021-02-08 16:29:59","post_content":"<p>A core part of any initiative to improve diversity, inclusion, equity and belonging is fostering a work environment that is supportive of all experiences. Parents especially are experiencing perhaps the <a href=\"https:\/\/time.com\/5934785\/dear-parents-its-not-just-you-raising-a-teen-now-is-really-hard\/\" target=\"_blank\" rel=\"noopener\">most difficult balancing act yet<\/a>, as they take on distance learning, remote work and childcare during a global pandemic.<\/p>\r\n<p>In a recent survey we conducted among members of Iterable\u2019s #parenting Slack channel, we found, among many insights:<\/p>\r\n<ul>\r\n\t<li>54% of respondents split childcare responsibilities with a domestic partner, 21% have the support of extended family and friends, 8% have a full-time caretaker, 4% have a part-time caretaker and 13% support their families all on their own.<\/li>\r\n\t<li>92% of parents altered their work schedules to take care of their children.<\/li>\r\n\t<li>Weekends are spent primarily spending quality time with family and catching up on housework.<\/li>\r\n<\/ul>\r\n<p>We sat down to interview several Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to child-rearing while working from home. We hope their open and honest conversation provides reassurance that everyone struggles to find balance in their lives and that we\u2019re all doing the best we can.<\/p>\r\n<p>So with that said, let\u2019s meet our panel!<\/p>\r\n<p><img class=\"alignnone size-full wp-image-12137\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_Team.png\" alt=\"Meet the Team: Parents at Iterable\" width=\"1200\" height=\"810\" \/><\/p>\r\n<h3>An Iterable Q&amp;A on Parenting During a Pandemic<\/h3>\r\n<h4>Please provide background information about your parenting experience.<\/h4>\r\n<h5>(Number of children, their ages, your marital status, and whether your partner works outside the home.)<\/h5>\r\n<p><strong>Sanam<\/strong>: I have two kids, boy and girl twins, age 7.<\/p>\r\n<p><strong>Mike<\/strong>: I have (almost) three children: a 4-year-old girl (Pippa), a 2-year-old boy (Senan) and a baby that is due in 11 days (!). I am married to a wonderful woman, Mairead, who is currently on maternity leave.<\/p>\r\n<p><strong>Krishna<\/strong>: I\u2019m married and have two kids, ages 4 and 1. My wife is an entrepreneur and works from home.<\/p>\r\n<p><strong>Grace<\/strong>: I have two children, ages 9 and 2. I\u2019m married, and my husband works from home full-time.<\/p>\r\n<p><strong>Ryan<\/strong>: I\u2019m married and have two kids (a 3-year-old boy and a 4-month-old girl). My wife is full-time employed (currently on maternity leave).<\/p>\r\n<p><strong>Margie<\/strong>: I am a Single Mother by Choice (SMC) of a 21-month-old girl (Georgia).<\/p>\r\n<h4>Do you have support from extended family or professional caregivers?<\/h4>\r\n<p><strong>Sanam<\/strong>: Yes, I have support from my sister and a part-time professional caregiver.<\/p>\r\n<p><strong>Mike<\/strong>: No, we recently moved to London and with the pandemic, we\u2019re mostly confined to the house.<\/p>\r\n<p><strong>Krishna<\/strong>: We send our kids to a daycare near us. Between April and November we kept the kids home but sent them back in mid-November.<\/p>\r\n<p><strong>Grace<\/strong>: We have a regular professional caregiver coming in three days a week for a few hours, so that we can get some work done. We do not have family nearby.<\/p>\r\n<p><strong>Ryan<\/strong>: Yes, our family is local in the Bay Area so we get support with our toddler during the work week. However, this was not the case for the entirety of this pandemic.<\/p>\r\n<p><strong>Margie<\/strong>: I have an au pair, someone that comes from another country on a visa to work in-house providing childcare. As a single parent, it was the best option for me, especially pre-COVID.<\/p>\r\n<h4>Since the beginning of the pandemic, how has your work schedule changed to take care of your family?<\/h4>\r\n<p><strong>Krishna<\/strong>: Taking care of two young kids is a full-time job in itself, so my wife and I definitely struggled juggling childcare and work. We were lucky to have a friend who lived nearby who helped out for a few months. My work hours are a lot more fixed now: I work from 8 a.m. to 5 p.m. and outside of those hours, I\u2019m available for urgent issues\u2014but for not much else. I\u2019m usually taking care of the kids at that time.<\/p>\r\n<p><strong>Grace<\/strong>: I\u2019ve had to make drastic changes to my schedule. I work longer hours when my kids are asleep to compensate for time spent switching between kids and work. I work the Swing Shift (5 p.m. - 1 a.m. PT) and therefore get most work done when they\u2019re asleep.<\/p>\r\n<p><strong>Mike:<\/strong> I\u2019m very fortunate to work for an employer that is flexible when it comes to work-life balance. Sometimes I need to take a few hours off in the morning, but I can catch up on work later in the day. Sometimes I work with the kids running around me, which makes Zoom calls interesting! In fact, the kids have even sat beside me during some interviews. This photo was taken after I interviewed Hannah Francis, on our sales team.<\/p>\r\n\r\n[caption id=\"attachment_12179\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12179 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Mike-McGuire.png\" alt=\"Mike McGuire with his family\" width=\"936\" height=\"702\" \/> <em>Mike McGuire and family, making interviews interesting!<\/em>[\/caption]\r\n\r\n<h4>What has been your biggest challenge of working from home? Biggest reward?<\/h4>\r\n<p><strong>Mike<\/strong>: The biggest challenge is the long hours on Zoom. The biggest reward is getting to have breakfast and dinner with my kids. I saw my son\u2019s first steps, which I would have missed if I was in the office.<\/p>\r\n<p><strong>Ryan<\/strong>: The challenges have been plentiful, to say the least. However, the biggest has been trying to give my responsibilities equal attention: caring for my family and performing effectively at work. On the flip side, the biggest reward is easily spending all this extra time with my kids. Though it sometimes comes at the cost of my own productivity, this, oddly enough, is a certain kind of joy I would have never known without COVID.\u00a0<\/p>\r\n<p><strong>Margie<\/strong>: The biggest challenge is having a place to work that is functional while being totally separate from my daughter. I have to be mindful of how loudly I talk when she is napping right next to where I am working. The biggest reward is also hearing her in the other room and understanding what her mood is like. I do also enjoy being able to do things like a load of laundry in between calls. It\u2019s nice to have the ability to multi-task some things while at home rather than have to do it when I would get home from work otherwise.<\/p>\r\n<p><img class=\"alignnone wp-image-12191 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-1-225x300.jpg\" alt=\"Margie Hollister outside with her daughter Georgia\" width=\"225\" height=\"300\" \/> <img class=\"alignnone size-full wp-image-12185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-2.jpg\" alt=\"Georgia playing on Margie's laptop\" width=\"227\" height=\"240\" \/><\/p>\r\n<p><em>Margie Hollister and her daughter Georgia enjoy working from home and the great outdoors.<\/em><\/p>\r\n<h4>How has your team supported you as a working parent? For those who manage people, how are you supporting the parents on your team?<\/h4>\r\n<p><strong>Krishna<\/strong>: My team has been very understanding and I would say, in general, the entire company has been very empathetic about all the challenges related to this pandemic\u2014childcare being one of them. I\u2019ve asked my leaders to speak to people individually and ask what accommodations we can make to help make our employees' lives a little easier. Expecting 100% efficiency when we are staying home and also taking care of kids is not realistic, and we were honest and up-front about this with our team.<\/p>\r\n<p><strong>Grace<\/strong>: My team is always willing to help when I have to reassign work that I couldn\u2019t get done during my work hours. Every time I meet my manager, he asks how my family is doing and how I feel about work. It\u2019s motivating and mentally relieving to know that my manager cares about my well-being.<\/p>\r\n<p><strong>Ryan<\/strong>: The team has been great. Both managers and peers have been supportive of my situation and accommodating to my hours of availability and workloads. I\u2019m grateful that Iterable has taken such a realistic approach to work-life balance during these times.<\/p>\r\n\r\n[caption id=\"attachment_12173\" align=\"alignnone\" width=\"470\"]<img class=\"wp-image-12173 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Ryan-Brelje.jpg\" alt=\"Ryan Brelje at his standing desk with his daughter strapped to his chest\" width=\"470\" height=\"626\" \/> <em>Ryan Brelje takes the standing desk to new heights with his daughter.<\/em>[\/caption]\r\n\r\n<h4>For those who have taken parental leave while working at Iterable, please describe your experience.<\/h4>\r\n<h5>(How long was your leave? How did you prepare before taking leave, and how was transitioning back to full-time work? Any advice to parents about to take leave?)<\/h5>\r\n<p><strong>Mike<\/strong>: I am taking four weeks of parental leave in February. Iterable has been incredibly supportive and what has been most heartwarming is the outpouring of support from people across the business. Almost everyone has asked how and if they can support my team while I am away. I am so grateful to be able to spend this important time with my family.<\/p>\r\n<p><strong>Ryan<\/strong>: I\u2019ve taken paternity leave twice during my time at Iterable. Both times were great\u2014I took six weeks off after the birth of my kids, and sprinkled the remaining six weeks throughout the rest of the calendar year. I worked closely with my manager to turn down my workload as I drew nearer to my respective due dates to ensure that major projects weren\u2019t at risk of incompletion in my absences. The transitions back are difficult, but manageable. Take it slow, and be communicative of your needs to your managers and teams. They WILL support you!<\/p>\r\n<p><strong>Krishna<\/strong>: I took about two months off for paternity leave, and I took this time off about nine months after the birth of my second kid. My wife took time off when our son was born and we had some family members help out during that time, so I put off my paternity leave for a later point when I knew I could be more helpful. Staggering our parental leave between my wife and me was very helpful for us.<\/p>\r\n\r\n[caption id=\"attachment_12149\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-12149 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Image-from-iOS-scaled.jpg\" alt=\"Krisha Reddy and family during bath time\" width=\"2560\" height=\"1920\" \/> <em>Krishna Reddy balances bath time and beer time with his family.<\/em>[\/caption]\r\n\r\n<h4>Let\u2019s talk about Balance. How do you spend your Balance Days? What activities do you enjoy most to de-stress\u2014with and without your kids?<\/h4>\r\n<p><strong>Sanam<\/strong>: Balance Days have been invaluable to me and my family! Just introducing the concept to my kids has been helpful to create the space and dialogue about creating balance in one\u2019s life. We spend those days outdoors and usually hiking a new trail in the Bay Area creating memories together. We plan those days in advance with each one of us getting to plan a part of what we want to do that day, and everyone looks forward to it each month.\u00a0<\/p>\r\n<p><strong>Margie<\/strong>: If possible, I get out for a nice long walk with my dog at Chrissy Field or somewhere local to clear my mind. I usually have childcare on Balance Days, so it is a great way for me to catch up and get to do something for myself. Balance Days are definitely a unique day, different from the weekend for me. They are extra special and a really wonderful benefit for parents.<\/p>\r\n<p><strong>Mike<\/strong>: We go on walks! There\u2019s a forest nearby that my daughter calls \u201cThe Fairy Forest\u201d and we go exploring there. It\u2019s great to be away from technology and out in the fresh air.<\/p>\r\n\r\n[caption id=\"attachment_12155\" align=\"alignnone\" width=\"919\"]<img class=\"wp-image-12155 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_6360-919x1024.jpg\" alt=\"Mike McGuire and kids explore the Fairy Forest\" width=\"919\" height=\"1024\" \/> <em>Mike's children exploring the \"Fairy Forest.\"<\/em>[\/caption]\r\n\r\n<h4>What\u2019s your advice to working parents who struggle with Balance in their lives?<\/h4>\r\n<p><strong>Sanam<\/strong>: Don\u2019t forget to be kind to yourself when you invariably want to judge your parenting success in that moment or that day. A few months into the pandemic, I apologized to my kids because I was frustrated that I had to be in my office all day with only being able to come out at lunchtime to see them. My daughter said, \u201cThat\u2019s okay, Mommy, we like this better because we know that if we need you, you are always there and we can just come in. And now we have lunchtime together every day.\u201d I realized that to my 7-year-old twins, they felt like they had more access to me anytime. So while I was busy berating myself for a parenting failure of not being \u201cthere,\u201d my kids felt like I was even more there than before.<\/p>\r\n<p><strong>Margie<\/strong>: I think finding something that you can do each day that you look forward to with your kids is important. Right now, I enjoy bath time because she is contained, she has fun, and we can focus on each other. I have also explored meditation and mindfulness since COVID and found it to really relieve stress and stay focused in moments that matter. The Zenit group at Iterable helped me start and explore the practice. It's been another wonderful benefit.<\/p>\r\n<p><strong>Grace<\/strong>: For the most part, some of us are also struggling to stay balanced, so you\u2019re not alone. If you get time, even if it\u2019s ten minutes of quiet, take that time for yourself\u2014you deserve it.<\/p>\r\n\r\n[caption id=\"attachment_12161\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-12161 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_2842-1024x819.jpg\" alt=\"Grace Kiburi and her two children\" width=\"1024\" height=\"819\" \/> <em>Grace Kiburi\u2019s all smiles with her two children.<\/em>[\/caption]\r\n\r\n<h4>What\u2019s something we didn\u2019t ask you that you really want readers to know about being a working parent during a pandemic?<\/h4>\r\n<p><strong>Krishna<\/strong>: Don\u2019t be hard on yourself. These are unprecedented times. Maybe lower your standards a bit. We are all in this together, so share your experiences with others, and hopefully, we can all support each other during these times.\u00a0<\/p>\r\n<p><strong>Ryan<\/strong>: A pandemic with kids is 100% a different experience than a pandemic without them. We have to worry on behalf of our children, we have to ensure we can foster an environment of normalcy and stability even though it\u2019s not actually guaranteed\u2014we have to put them first even though we might be struggling. We chose this life, so I\u2019m not asking for sympathy\u2014just recognize that there are differences about this experience that some just won\u2019t truly understand.<\/p>\r\n<p><strong>Sanam<\/strong>: For me, being a mom during the pandemic has been finding and balancing a new sense of normal for my family between my work, the kids\u2019 full distance-learning model and our lives. It\u2019s hard some days and easier others. I learned early on that what worked best for me and the kids was to create combined workspaces so we can feel connected together even when we were engrossed in our own work.<\/p>\r\n\r\n[caption id=\"attachment_12167\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12167 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Sanam-Saaber.png\" alt=\"Sanam Saaber working from home with her kids\" width=\"936\" height=\"702\" \/> <em>\u201cOne weekend we decided to create quadrants in Mommy\u2019s office for each kid and even a spot for our dog. It\u2019s not perfect, and every day is a juggle, but it works for us\u201d ~ Sanam Saaber<\/em>[\/caption]\r\n\r\n<h3>Parents: We Have Your Back<\/h3>\r\n<p>While phrases like \u201cyou\u2019re not alone\u201d and \u201cwe\u2019re in this together\u201d may just seem like platitudes, time and again the parents at Iterable have expressed that having support is paramount to their success. After all, this is the first pandemic we\u2019re experiencing\u2014all of us\u2014and we\u2019re just learning as we\u2019re going. No one should be striving for perfection right now, and parents especially deserve grace (and some much-needed me-time!).<br \/>\r\n\u00a0<br \/>\r\nUltimately, taking care of kids can be enormously challenging, no matter the circumstances, but if the businesses of today can alleviate the burden and help carry the load, working parents\u2014and the generation they\u2019re raising\u2014will be much better for it.<\/p>\r\n<p><em>To learn more about Iterable's company culture and benefits, please visit our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Culture page<\/a>.<\/em><\/p>","post_title":"Parenting During a Pandemic:\u00a0WFH With Kids at Iterable","post_excerpt":"We interviewed Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to parenting while working from home.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"parenting-during-pandemic","to_ping":"","pinged":"","post_modified":"2021-02-08 08:29:59","post_modified_gmt":"2021-02-08 16:29:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12136","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 08, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/02\/020421_Parenting-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/"},{"ID":12113,"post_author":"7","post_date":"2021-02-04 08:51:40","post_date_gmt":"2021-02-04 16:51:40","post_content":"<p>Despite the ongoing effects of the pandemic, what gives us hope is how brands remain undeterred in their mission to improve their customer experiences.<\/p>\r\n<p>This year, B2C marketers plan to <a href=\"https:\/\/www.marketingcharts.com\/customer-centric\/customer-experience-115956\" target=\"_blank\" rel=\"noopener\">increase their marketing budget by more than 25%<\/a> to continue investing in innovative technologies, such as modern marketing automation platforms that harness the power of email marketing to influence consumer spending.<\/p>\r\n<p>But they must use their allocated resources wisely. Fortunately, you don't necessarily need a huge budget to create head-turning campaigns. With some design inspiration (and <a href=\"https:\/\/iterable.com\/blog\/test-smarter-email-experiments\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>), you can boost engagement and drive <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">customer loyalty<\/a> during these unpredictable times.<\/p>\r\n<p>Thanks to the following examples from <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>, you'll find a curated list of eight email design trends to get your creative juices flowing.<\/p>\r\n<p>(And for those keeping track at home, yes, while these emails may not have been created this year, we believe that these are the design trends that are sure to persist in 2021.)<\/p>\r\n<p>Let\u2019s dive right in!<\/p>\r\n<h3>8 Email Design Trends to Inspire You in 2021<\/h3>\r\n<h4>1. Clean, Simple Design<\/h4>\r\n<p><a href=\"https:\/\/www.thenueco.com\/\" target=\"_blank\" rel=\"noopener\">The Nue Co.<\/a> believes in providing customers with clean, preservatives-free products, and this philosophy is reflected in this campaign.<\/p>\r\n<p>The judicious use of white space, crisp lines and neutral colors exude sophistication without distracting the reader from the core message.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick.png\" alt=\"The Nue Co - How to travel smarter\" width=\"680\" height=\"2332\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, a mindfulness and meditation app, uses alternating visuals and text and soothing colors to create a relaxing effect for its sleep-challenged reader.<\/p>\r\n<p>The images help the reader visualize a good night's rest while the instructor's bio lends credibility to the course and encourages the reader to sign up.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus.png\" alt=\"Calm - Better Sleep Masterclass\" width=\"680\" height=\"3550\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>2. A Pop of Color<\/h4>\r\n<p><a href=\"https:\/\/www.airbnb.com\/\" target=\"_blank\" rel=\"noopener\">Airbnb\u2019s<\/a> brand personality is typically more subdued, but this thank you campaign proves that a splash of color can liven up a message without losing brand identity.<\/p>\r\n<p>The attention-grabbing rainbow award card inspires joy, happiness and gratitude without overstimulating the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way.png\" alt=\"Airbnb - Best Host Award\" width=\"680\" height=\"2250\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.youneedabudget.com\/\" target=\"_blank\" rel=\"noopener\">You Need A Budget (YNAB)<\/a> is personal budgeting software that makes financial planning less intimidating and more fun with its use of color.<\/p>\r\n<p>While the soft purple background makes the message stand out, the blue sky arouses a sense of peace and security, both of which can be achieved through careful money management.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget.png\" alt=\"YNAB - Illustration email design trends\" width=\"680\" height=\"1271\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Bold Typography\u00a0\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin'<\/a> uses a bright, sans-serif headline in this coronavirus-related email to maintain its brand identity and provide maximum readability for the reader.<\/p>\r\n<p>The message about health protocols and safeguards ensures people's safety, which helps earn the reader's trust.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing.png\" alt=\"Dunkin' - Stayin' Safe\" width=\"680\" height=\"1813\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.outdoorvoices.com\/\" target=\"_blank\" rel=\"noopener\">Outdoor Voices<\/a> uses its, well, outdoor voice to get people to shop for a charitable cause.<\/p>\r\n<p>The big, blue headline provides excellent readability across multiple devices and also evokes feelings of selflessness in the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/an-email-for-a-great-cause.png\" alt=\"Outdoor Voices - Doing Good Things\" width=\"680\" height=\"1958\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Playful Shapes<\/h4>\r\n<p>Delightful messages come in all shapes and sizes, and Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> announcement campaign is one of them.<\/p>\r\n<p>The animated, colorful shapes are strategically placed to highlight the message, and the reader can\u2019t help but take action to learn more about the upcoming virtual event (or at least we hope so!).<\/p>\r\n<p><strong><a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Save your seat<\/a> for this can\u2019t-miss event.\u00a0<\/strong><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone\" src=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/AL_General_Hero_2x.gif\" alt=\"\" width=\"1200\" height=\"640\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone wp-image-12130 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-04-at-8.40.07-AM.png\" alt=\"Email design trends - Iterable Activate Live announcement\" width=\"1000\" height=\"647\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/www.bludot.com\/\" target=\"_blank\" rel=\"noopener\">Blu Dot<\/a>, a contemporary furniture shop, understands that ottomans aren\u2019t just for storing extra blankets.<\/p>\r\n<p>To highlight their versatility, they arrange them in fun, playful ways with the help of models to inspire the reader to purchase this multifunctional item for their home.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/playful-geometry.png\" alt=\"Blu Dot - Playful Geometry\" width=\"680\" height=\"4327\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>5. S-Curve Layout\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.livefeather.com\/\" target=\"_blank\" rel=\"noopener\">Feather<\/a>, a provider of furniture rentals, strays from the standard one-column layout to create a modular or \u201cS-curve\u201d design.<\/p>\r\n<p>Its use of negative space helps distinguish the modules and the featured items, and the descriptions invite the reader to mull over the details before deciding which pieces they want to rent.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs.png\" alt=\"Feather - S-curve email design trends\" width=\"680\" height=\"2718\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>U.K. home improvement and DIY retailer, <a href=\"https:\/\/www.diy.com\/departments\/painting-decorating\/paint-wood-treatments\/interior-emulsion-paint\/DIY1620272.cat\" target=\"_blank\" rel=\"noopener\">B&amp;Q<\/a>, delivers an email campaign with a sleek, modular look that\u2019s hard to ignore. Each block literally paints a picture of how the featured shades, ranging from white to bright turquoise, can transform someone\u2019s walls.<\/p>\r\n<p>Overall, the layout, minimal use of bright color, and clear CTAs make this message compelling for the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range.png\" alt=\"B&amp;Q - Introducing GoodHome Paint\" width=\"680\" height=\"3817\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>6. Action-Based Animations\u00a0<\/h4>\r\n<p>In this re-engagement campaign, project management app <a href=\"https:\/\/asana.com\/\" target=\"_blank\" rel=\"noopener\">Asana<\/a> uses an animated running figure to convey speed and agility, both of which are essential to completing a project on time.<\/p>\r\n<p>Aside from bringing life to this message, this animation also creates a sense of urgency for the reader and prompts them to take immediate action.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"664\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/since-youve-been-gone.png\" alt=\"Asana - Get up to speed\" width=\"664\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Online dating app <a href=\"https:\/\/tinder.com\/?lang=en\" target=\"_blank\" rel=\"noopener\">Tinder<\/a> uses animations in this onboarding campaign to educate a new member about its services, and each animation represents a different action.<\/p>\r\n<p>Whether it\u2019s inviting the reader to upload a picture, set preferences or enable notifications, the message is clear: The sooner they complete their profile, the sooner they can starting swiping and connecting.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"512\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/this-is-how-you-tinder.png\" alt=\"Tinder Like a Pro\" width=\"512\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>7. Value-Illuminating Illustrations<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/seatgeek\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a> often uses illustrations to add an element of storytelling to its messages.<\/p>\r\n<p>In the example below, the marching band, magnifying glass and stadium highlight the main benefits of using its ticketing service, which include getting the best deals on live music and events from one source.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address.png\" alt=\"SeatGeek - Welcome Email Design Trends\" width=\"680\" height=\"1746\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a>, a socially-conscious digital banking alternative to traditional financial institutions, makes this campaign warm and inviting by including a benefits-driven message and a relevant illustration to match. The mountain background on the credit card illustration depicts \"your chance to reach the pinnacle of bank accounts.\"<\/p>\r\n<p>While the image adds a touch of lightheartedness,\u00a0 the message instills a sense of purpose for the reader, enticing them to sign up and \"do good at the same time.\"<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation.png\" alt=\"Here it is: Your Aspiration invitation\" width=\"680\" height=\"2349\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>8. Back in Black<\/h4>\r\n<p>Whether you're a designer creating beautiful prototypes or an engineer building a chatbot via an API, <a href=\"https:\/\/marvelapp.com\/\" target=\"_blank\" rel=\"noopener\">Marvel<\/a> (not associated with Marvel comics) has you covered.<\/p>\r\n<p>Thanks to stay-at-home orders during the pandemic, the average screen time has increased dramatically, and dark-designed emails can provide some much-needed relief while engaging the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api.png\" alt=\"Marvel - Dark email design trends\" width=\"680\" height=\"2486\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.harrys.com\/en\/us\" target=\"_blank\" rel=\"noopener\">Harry's<\/a> knows how to highlight its product in razor-sharp focus. Its dark design creates a sophisticated look that appeals to its target audience.<\/p>\r\n<p>It's important to note that users don't need to have <a href=\"https:\/\/iterable.com\/blog\/email-design-trends-2020\/\" target=\"_blank\" rel=\"noopener\">dark mode<\/a> enabled to recognize the benefits of a dark color palette. Not only can it help reduce eye strain, but it can also offer unique depth and dimensionality that stands out in the inbox.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/back-in-black-harrys.png\" alt=\"Harry's - Back in Black email design trends\" width=\"680\" height=\"2302\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h3>Closing Thoughts<\/h3>\r\n<p>As you go about this year, think about how you might incorporate some of these email design trends into your campaigns. What speaks to your business\u2014is it minimalism? Bold typography? Bright, colorful shapes? Whatever you choose, make sure it not only aligns with your brand personality, but also delivers value to every customer.<\/p>\r\n<p><em>Want to give your email marketing a makeover? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"Watch Out For These 8 Email Design Trends in 2021","post_excerpt":"Looking to bring that wow-factor to your campaigns? Here are eight email design trends to get your creative juices flowing this year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"8-email-design-trends-2021","to_ping":"","pinged":"","post_modified":"2021-02-04 08:51:40","post_modified_gmt":"2021-02-04 16:51:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12113","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 04, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/02\/020321_2021-Email-Design-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of 8 email design trends in 2021\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/"},{"ID":12069,"post_author":"7","post_date":"2021-02-02 13:12:43","post_date_gmt":"2021-02-02 21:12:43","post_content":"<p>Does your email marketing plan include a strategy for Black History Month?<\/p>\r\n<p>For many brands, this month-long celebration of African American history and achievement has been approached like many other holidays\u2014as a checkmark on the annual, recurring marketing playlist.<\/p>\r\n<p>But as we know, 2020 was a year of immense\u2014and in some cases, abrupt\u2014change, widely marked by the coronavirus pandemic and the rise of momentum for the Black Lives Matter movement.<\/p>\r\n<p>The rise in social advocacy (a result of greater awareness from increased mobile use during stay-at-home orders) had a direct impact on a major milestone for Americans: the election of Kamala Harris as Vice President of the United States\u2014the first woman and person of Black and South Asian descent to serve in the position.<\/p>\r\n<p>These events, and others around the world, have raised the profile of the Black experience worldwide and affected how brands use their marketing messages to show solidarity or affinity with a wider audience.<\/p>\r\n<p>And this brings us to today\u2019s topic (and a powerful symbol for social justice): Black History Month.<\/p>\r\n<h3>Marketing During Black History Month<\/h3>\r\n<p>Recognizing Black History Month in email campaigns shows your Black customers that you see, value and honor them, especially if you want to expand your customer base to include a more diverse audience.<\/p>\r\n<p>What do your buyer personas tell you about the racial or ethnic makeup of your customers? What about your company? Although <a href=\"https:\/\/datausa.io\/profile\/soc\/marketing-sales-managers\" target=\"_blank\" rel=\"noopener\">U.S. marketing teams are more diverse than in other countries<\/a>, they're still predominantly white.<\/p>\r\n<p>This move to inclusivity is something consumers are asking for\u2014and acting on\u2014in greater numbers today as <a href=\"https:\/\/www.advertisingweek360.com\/consumers-can-see-through-surface-level-\" target=\"_blank\" rel=\"noopener\">more consumers look to do business with brands that align with their values<\/a>.<\/p>\r\n<p>A 2019 Google study found <a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/management-and-culture\/diversity-and-inclusion\/thought-leadership-marketing-diversity-inclusion\/\" target=\"_blank\" rel=\"noopener\">64% of all consumers acted on a brand after seeing an ad they considered diverse or inclusive<\/a>. The percentages were even higher among specific consumer groups: Latinx+ (85%), Black (79%), Asian\/Pacific Islander (79%), LGBTQ (85%), Millennial (77%), and teens (76%).<\/p>\r\n<p>Another benefit? Black History Month content in a campaign email can also expose other segments of your customer audience to material they might not see in other email campaigns.<\/p>\r\n<p>With the right intention, and tools, you can launch a Black History Month campaign that resonates with your customers, while helping your brand to win a larger share of a diverse audience.<\/p>\r\n<p>So where do you start?<\/p>\r\n<h3>3 Tips to Build a Black History Month Campaign<\/h3>\r\n<p>When developing cause-based campaigns, think of them as alliances with the cause\u2014whether it's Black History Month, International Women's Day, or support for specific communities, like the LGBTQIA community\u2014rather than events to co-opt for an email campaign.<\/p>\r\n<p>That means your company should have skin in the game first\u2014a commitment to diversity in recruiting and hiring, monetary contributions to relevant causes, active support through volunteering or direct connections with community advocates and the like\u2014to back up the support your email campaigns express.<\/p>\r\n<p>Otherwise, your campaigns can venture perilously close to <a href=\"https:\/\/forge.medium.com\/performative-allyship-is-deadly-c900645d9f1f\" target=\"_blank\" rel=\"noopener\">performative allyship<\/a>\u2014in which a person or company publicly espouses values to look good without backing them up in private.<\/p>\r\n<p>The ideas and email examples that follow can help you do the groundwork ahead of time to create the conditions that lead to a successful alliance with Black History Month.<\/p>\r\n<h4>1. Collaborate with your employees and customer community<\/h4>\r\n<p>Reach out within your own ranks. Begin with your Black team members and employee resource groups and ask them for content ideas and advice. Seek out members of your user groups or look for influencers in your social media circles whom you could introduce to your wider audience via email.<\/p>\r\n<p>Michaels, the U.S.-based arts and crafts retailer, featured African American designers on its creative staff and crafters from its social media community in a recent email campaign centered on Black History Month.<\/p>\r\n<p>\"A major part of avoiding missteps is being authentic in anything you do,\" Davette Angelo, a Michaels merchandising product manager, told <a href=\"https:\/\/www.usnews.com\/news\/us\/articles\/2020-02-25\/more-companies-get-into-businesses-of-black-history-month\" target=\"_blank\" rel=\"noopener\">U.S. News and World Report<\/a> in describing how the retailer tapped its company-wide employee resource group to build a collection of products related to Black History Month. According to Angelo, he and designer Sharae Averhart \"pulled on our experiences and backgrounds to put this collection together.\"<\/p>\r\n<h4>2. Turn your community into the hero of your story<\/h4>\r\n<p>Does your company support causes, charities or initiatives that benefit racial justice groups? Talk about those in your email content, but put the spotlight on the people who run the communities before mentioning your contributions.<\/p>\r\n<h4>3. Make Black History Month the jumping-off point for permanent change<\/h4>\r\n<p>The always-on nature of marketing makes it easy to move from one campaign theme to the next. Don't go back to business as usual when the calendar flips over to March 1. Incorporate your Black History Month campaign work into your messaging all year long, and use it to drive corporate change if needed:<\/p>\r\n<ul>\r\n\t<li>Continue to choose images that represent as wide a range of your customers as possible for all of your campaigns and including diverse viewpoints in content.<\/li>\r\n\t<li>Maintain the conversations you started about diversity and inclusion.<\/li>\r\n\t<li>Commit time, money and effort to diversifying your marketing team and respecting multiple viewpoints.<\/li>\r\n<\/ul>\r\n<p>If it sounds as if your work to create authentic email messaging for Black History Month will end up transforming your marketing program, you\u2019ll likely have to forge new alliances in areas you don\u2019t control. But this work is necessary to include the points of view of people of color and to create authentic messages that appeal to the audiences you want to attract.<\/p>\r\n<h3>Email Examples<\/h3>\r\n<p>Target stands out among big-box retailers for its \"<a href=\"https:\/\/corporate.target.com\/article\/2020\/01\/black-history-month\" target=\"_blank\" rel=\"noopener\">Black Beyond Measure<\/a>\" commitment to support Black-owned businesses and diversity of models in age, gender, size and ethnic heritage across its advertising across channels.<\/p>\r\n<p>The email below is an example of how Target weaves its Black History Month message into regular promotions throughout February.<\/p>\r\n\r\n[caption id=\"attachment_12088\" align=\"alignnone\" width=\"524\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\"><img class=\"wp-image-12088 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.46.38-PM.png\" alt=\"Target: Support Black-owned brands\" width=\"524\" height=\"1406\" \/><\/a> <em>Target emails regularly feature a diverse selection of models all year long, but the company focuses on its Black Beyond Measure program during Black History Month. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Etsy, the online arts and crafts marketplace, spotlights African American makers and their creations as part of its Black History Month celebration.<\/p>\r\n\r\n[caption id=\"attachment_12082\" align=\"alignnone\" width=\"526\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\"><img class=\"wp-image-12082 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.39.39-PM.png\" alt=\"Etsy: Celebrate Black History Month\" width=\"526\" height=\"1366\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>If your company isn't in a position to do a full Black History Month alliance, you can still promote visibility and inclusion with your images, as Saks Fifth Avenue does with its Valentine's Day promotion below.<\/p>\r\n\r\n[caption id=\"attachment_12095\" align=\"alignnone\" width=\"392\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\"><img class=\"wp-image-12095 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-02-at-12.54.04-PM.png\" alt=\"Saks Fifth Avenue: The February Style Agenda\" width=\"392\" height=\"1404\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Michaels' Black History Month email campaign combines multiple elements into a compelling call for diversity in the maker community, including a commitment to earmark proceeds from its special collection to a fund for racial equity, spotlights on employees who created the products and images from social media influencers in its user community.<\/p>\r\n\r\n[caption id=\"attachment_12076\" align=\"alignnone\" width=\"372\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\"><img class=\"wp-image-12076 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.31.27-PM.png\" alt=\"Michaels: DIY inspiration for celebrating Black History Month\" width=\"372\" height=\"1266\" \/><\/a> <em>The images in Michaels' emails generally focus on the products rather than the people who use them, but when they do feature models or influencers, the company includes a wide range of makers. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>To be successful with your Black History Month campaigns, you need a goal, a strategy and the right execution. Beyond merely driving sales, your initiative can work to help you connect with segments of your audience that your company might be inadvertently underserving or reach out to a new market group that had not previously been included in your buyer personas.<\/p>\r\n<p>You also can begin to affect real change within your company to diversify your workplace, bring in fresh perspectives and create more effective messaging. These changes will find their way into your marketing messages all year long, something that will be essential to retaining the customers who were attracted by your initial Black History Month content.<\/p>\r\n<h3>Dear Brands<\/h3>\r\n<p>Now that we\u2019ve seen some amazing examples of brands taking this messaging home in an authentic way, an important question remains: what should we do now?<\/p>\r\n<p><strong>First, educate yourself.<\/strong> Sure, you\u2019ve been inspired by some incredible examples of inclusive marketing, but before diving into the execution of your Black History Month marketing, make sure you know the history of the month. The <a href=\"https:\/\/asalh.org\/\" target=\"_blank\" rel=\"noopener\">Association for the Study of African American Life and History (ASALH\u24c7)<\/a> can be a great place to start.<\/p>\r\n<p><strong>Next, create.<\/strong> Design your campaigns in a way that spotlights Black customers, empowers Black community members, and signals your brands\u2019 social awareness and support. Marketing is a powerful tool with which to communicate solidarity.<\/p>\r\n<p><strong>And, finally, pause.<\/strong> As with all things in marketing, approach your Black History Month campaigns with authenticity and intention. Avoid highlighting Black people in your campaigns if you have not showcased your diversity year-round. That being said, if your brand is committed to advocacy around the clock, Black History Month is a great time to highlight your dedication.<\/p>\r\n<h3>So, Should You Focus a Campaign on Black History Month?<\/h3>\r\n<p>Yes! If your company is committed to shedding light on the Black experience and empowering the Black community outside of February, you should be planning a Black History Month campaign. What better way to magnify your message than during a month of celebration?<\/p>\r\n<p>But remember, answering this question is tricky because recognizing Black History Month isn't like adding shamrocks to a <a href=\"https:\/\/iterable.com\/blog\/st-patricks-day-holiday-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">St. Patrick's Day<\/a> campaign email. It touches on issues of race, identity, community and authenticity.<\/p>\r\n<p>As marketers, we know that connecting with customers takes time and resources. But we commit to this challenge\u2014to finding out who they are, how they see the world, what they value, what they want to hear\u2014because that\u2019s how we grow! By prioritizing inclusivity, equity and diversity, the campaigns you build will be more authentic, informed and, ultimately, successful.<\/p>","post_title":"Honoring Black History Month: 3 Email Strategies for Authenticity","post_excerpt":"With authenticity and intention, you can launch a Black History Month email marketing campaign that resonates with your customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"honoring-black-history-month-3-email-strategies","to_ping":"","pinged":"","post_modified":"2021-02-02 13:22:46","post_modified_gmt":"2021-02-02 21:22:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12069","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/02\/012721_Black-History-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black History Month header image\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/012721_Black-History-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/012721_Black-History-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/012721_Black-History-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/"},{"ID":11961,"post_author":"7","post_date":"2021-01-28 07:41:27","post_date_gmt":"2021-01-28 15:41:27","post_content":"<p>Personalization. You know you <em>need<\/em> to do it, but you just need to know <em>how<\/em>\u2014in a way that\u2019s both effective and efficient. The good news? You are certainly not alone.<\/p>\r\n<p>In our latest installment of \u201c<a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-rebecca-chow-on-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ask an Iterator<\/a>,\u201d we ask Garin Hobbs, Principal Product Marketing Manager, Market Insights, about his most frequently asked questions from marketers when it comes to personalization.<\/p>\r\n<h3>Ask an Iterator: Garin Hobbs<\/h3>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/garin-hobbs-942b243\/\"><img class=\"alignnone wp-image-11963 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Garin-Hobbs-300x300.jpeg\" alt=\"Garin Hobbs headshot\" width=\"300\" height=\"300\" \/><\/a><\/p>\r\n<p>With 20 years of experience spanning across ESPs, agencies and technology providers, Garin is recognized for helping grow the email marketing industry, launch new technologies and develop the strategies and thought leadership to support them. Garin has worked to deliver meaningful improvements in consumer experience and program revenue for brands, such as Gap, Starbucks, Western Union, Bank of America, United Airlines, and Hilton Hotels.<\/p>\r\n<p>In the past three years, Garin has spanned across the Iterable organization, managing everything from strategic sales, to deal strategy, to go-to-market enablement. In all roles, however, he has specialized in market insights, educating folks on the marketing landscape and what\u2019s truly important to consumer brands.<\/p>\r\n<p>Garin is here to share his expertise on all things personalization, so let\u2019s get right to it!<\/p>\r\n<h4>What are the first steps to getting started with personalization?<\/h4>\r\n<p>I like to start my consultations by asking marketers 4 questions:<\/p>\r\n<ol>\r\n\t<li>What type of relationship do you have with your customers?<\/li>\r\n\t<li>What type of relationship do you want to have with your customers?<\/li>\r\n\t<li>What type of relationship do your customers want, need and expect from you?<\/li>\r\n\t<li>What will it take to deliver that relationship?<\/li>\r\n<\/ol>\r\n<p>Before you move forward with any personalization strategy, consciously decide that it\u2019s necessary for your business and make a firm commitment to do it. This may sound obvious but from the CMO down to the campaign specialists, everyone must be on board, involved and on the same page.<\/p>\r\n<p>Then, decide how you want to leverage personalization\u2014whether transactionally (to drive product), cosmetically (to drive content) or contextually (to drive relationship). There\u2019s no one right answer here, but your approach will determine what data you need\u00a0to deliver.<\/p>\r\n<p>We recommend using four types of data to build dynamic content: user attributes, event data, external data and metadata. You can check out our latest <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook<\/a> to learn more about each in detail.<\/p>\r\n<p>Start small and scale up through each level of our <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>, and most importantly, stay the course. The performance and value of personalization should be measured with a long yardstick (ultimately, customer lifetime value or LTV), rather than on a campaign-by-campaign basis.<\/p>\r\n<h4>How can I personalize a welcome series without a lot of new customer data?<\/h4>\r\n<p>I recommend leveraging progressive profiling in the post-sign-up (simple email sign-up or account creation) workflow.\u00a0 This will allow you to better understand individual profiles, needs and preferences but also the context driving them, and begin personalizing much earlier on in the engagement.\u00a0\u00a0<\/p>\r\n<p>It is important that the questions be casually presented (but in a way that is authentic to your brand\u2019s voice) to ensure that respondents answer honestly and accurately. This data should be utilized in conjunction with future behavioral data for richer context in driving engagement or conversions.<\/p>\r\n<h4>Should I reference someone\u2019s abandoned cart in emails outside a cart abandon campaign?<\/h4>\r\n<p>I really like this idea, as it's similar to embedding loyalty status in all communications, which performs really well. However, loyalty status is a rather passive data point, and the implied CTA of an abandoned cart is more explicit\/aggressive, so there are some critical factors to consider, such as frequency, cadence, profile targeting, purchase history, historical AOV, time since last visit, time since last open\/click, etc.\u00a0\u00a0<\/p>\r\n<p>There is an incredibly wide and diverse spectrum of reasons behind abandoned carts: available funds, shipping times and costs, added tax, necessity (wanted vs. needed), gifting, changed my mind, was distracted and forgot, etc.\u00a0 Sending persistent abandoned cart reminders to someone who simply can\u2019t afford an item can risk seeming insensitive, so I recommend building a target profile for this use case.\u00a0\u00a0<\/p>\r\n<p>It would be interesting to test to find if frequent customers convert higher than first-time buyers or if conversions decline after subsequent messages. The success of any workflow is a robust and ongoing experimentation strategy.<\/p>\r\n<h4>How should I coordinate cross-channel messaging?<\/h4>\r\n<p>If your brand has a mobile app, you can install our SDK, for instance, to collect behavioral data that can be used to personalize messaging in other channels, such as mobile push and in-app notifications.\u00a0 Additionally, if a user uninstalls the app, the SDK can automatically trigger a retention workflow via email.\u00a0<\/p>\r\n<p>I also recommend that brands consider web push as a potential channel, due to its more \u201cinstantaneous\u201d nature (email and in-app messages lay waiting to be read by the recipient).\u00a0 Many messages are time-sensitive and push channels are great for creating and inspiring \u201cin the moment\u201d engagements.\u00a0<\/p>\r\n<p>However, different personalities are predisposed to engage and interact on different channels.\u00a0 Some prefer email, some prefer push, and some prefer to engage via apps. Often a single experience can meander across channels as consumers move from device to device (open an email on mobile, but shop on desktop). It's important that you match the medium to the message and create an engagement ecosystem that is considerate of different tasks and customer types.<\/p>\r\n<h4>How should I be using SMS personalization for e-commerce?<\/h4>\r\n<p>SMS is an undervalued and underutilized channel for many brands, but it also carries the risk of misuse.\u00a0\u00a0<\/p>\r\n<p>In my opinion, there are three golden rules for e-commerce SMS messaging:<\/p>\r\n<ol>\r\n\t<li>Only send SMS marketing messages to customers who have explicitly opted-in<\/li>\r\n\t<li>Communicate customer-centric values (i.e. your wish list item is back in stock)<\/li>\r\n\t<li>Use primarily for time-sensitive transactional alerts (i.e. order shipped, credit card declined)<\/li>\r\n<\/ol>\r\n<h4>How should I be using personalization for re-engagement?<\/h4>\r\n<p>Keeping your brand top of mind is best accomplished with compelling content and deep personalization, synchronized across email, mobile and web channels. When engagement lags, a retention workflow can be triggered to entice lapsed customers to re-engage.\u00a0<\/p>\r\n<p>Most industry analysis reports that, over the last three years, customers have been voicing increasing demand for personalized messaging from brands they want to hear from. They don\u2019t simply want more email; they want more value-based messages that are thoughtfully (and consistently) personalized to the context of their needs, wants and priorities. If a customer doesn\u2019t perceive value in this email, then they don\u2019t have much reason to open subsequent messages.\u00a0\u00a0<\/p>\r\n<p>Here are a few tactics to improve content value and boost message performance:<\/p>\r\n<ul>\r\n\t<li>Test different personalization levers (product category, brand, price points, geo, gender, generation, loyalty, recency, history, etc.)<\/li>\r\n\t<li>Test different personalization elements (product, copy, headers\/banners\/heroes, imagery, CTAs, etc.)<\/li>\r\n\t<li>Add value beyond CTAs (editorial, give-backs\/aways, \u201ccommunity\u201d content)<\/li>\r\n\t<li>Make messages interactive (polling, animated GIFs, forms, etc.)<\/li>\r\n<\/ul>\r\n<h4>Is the effort of personalization really worth the ROI?<\/h4>\r\n<p>It may help to reframe your definition of \u201creturn\u201d in \u201creturn on investment.\u201d Personalization is not a performance tactic whose value should be measured campaign-by-campaign, but a table-stakes customer expectation that is critical to both engagement and retention, and forms the basis of brand-customer relationships.\u00a0\u00a0<\/p>\r\n<p>The value of consistent and meaningful personalization pays off sustainably over time and dividends are more appropriately measured in LTV (or more specifically, LTV vs. CAC).\u00a0 I would suggest putting \u201cpersonalization\u201d in terms of customers\u2019 individual intrinsic motivations\u2014the WHY behind why they want to connect with your brand.\u00a0<\/p>\r\n<p>These motivations reflect how your business fits into their lives, how it makes them feel, and how it empowers them to live their values. Using these factors, you can feature the same item to different people and personalize the value in ways that contextually resonate with each individual. This will allow you to leverage pragmatic personalization that is both efficient and effective.<\/p>\r\n<h3>Get Our Personalization Playbook<\/h3>\r\n<p>Now that Garin has provided a foundation of how to personalize across the customer lifecycle, download our full <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a> to learn all about the data and tools you need to build an advanced personalization technology stack and level up your cross-channel marketing campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Ask an Iterator: Garin Hobbs on Personalization","post_excerpt":"In our latest installment of \u201cAsk an Iterator,\u201d we ask market insights expert Garin Hobbs to answer popular FAQs on personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-garin-hobbs-on-personalization","to_ping":"","pinged":"","post_modified":"2021-02-02 20:02:50","post_modified_gmt":"2021-02-03 04:02:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11961","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 28, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/012721_Garin-Hobbs-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Garin Hobbs, Principal PMM, Market Insights at Iterable\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-garin-hobbs-on-personalization\/"},{"ID":11956,"post_author":"7","post_date":"2021-01-27 07:35:14","post_date_gmt":"2021-01-27 15:35:14","post_content":"<p>Artificial Intelligence (AI) is arguably the most talked about\u2014yet most misunderstood\u2014technologies in digital marketing. From machine learning, to neural networks, to data science, AI has plenty of buzz but often leaves marketers feeling uncertain in fully embracing this strange new technology.<br \/>\r\n\u00a0<br \/>\r\nWe believe that AI is the future of marketing, and we're not alone. In fact, in a <a href=\"https:\/\/techround.co.uk\/interviews\/ai-predictions-for-2021\/\" target=\"_blank\" rel=\"noopener noreferrer\">recent survey<\/a> of B2C marketers we conducted, 88% of marketers have made AI a key part of their 2021 marketing strategy and plan to expand their in-house AI capabilities in the new year.<\/p>\r\n<p>2020 was an important year for Iterable and our AI development. We set out to build easy yet powerful AI tools that complement today\u2019s marketer, not replace them. We focused on creating intuitive AI solutions to empower marketers to automate routine tasks, accelerate growth, and deliver more meaningful experiences at every step of the customer journey\u2014all without replacing the authenticity and empathy in their messaging.<\/p>\r\n<h3>Brand Affinity\u2122<\/h3>\r\n<p>Late last year, we released <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Affinity\u2122<\/a>, an intelligent personalization solution powered by <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable AI<\/a> that gives marketers the power to transform customer engagement into more meaningful cross-channel experiences.<\/p>\r\n<p>Brand Affinity takes a holistic look at engagement across all of your messaging and calculates a score that indicates how likely each contact will interact with future marketing messages. We pipe the data through our AI and label each of your contacts based on their engagement.<\/p>\r\n<p>At any given point in time, each customer has one of the following Brand Affinity labels:<\/p>\r\n<ul>\r\n\t<li><code>loyal<\/code> - Highly engaged with your messages, and frequently interacts with them.<\/li>\r\n\t<li><code>positive<\/code> - Generally engaged with your messages, and often interacts with them (but less frequently than loyal contacts).<\/li>\r\n\t<li><code>neutral<\/code> - Sometimes engaged with your messages, and only occasionally interacts with them.<\/li>\r\n\t<li><code>negative<\/code> - Usually disengaged with your messages, and generally does not interact with them.<\/li>\r\n\t<li><code>unscored<\/code> - Has not yet received enough messages for Iterable to generate a meaningful Brand Affinity label.<\/li>\r\n<\/ul>\r\n<p>Instead of brands having to rely on their data science team or spend hours manually querying customer databases, across multiple channels, to create complex segmentation queries, you can use Brand Affinity to quickly and easily identify users by overall engagement. Using Brand Affinity, you can leave the segmentation to the AI and focus on delivering amazing experiences for your customers.<\/p>\r\n<h3>Under the Hood of Our AI<\/h3>\r\n<p>To generate Brand Affinity labels for your contacts, we look at email, mobile push, and in-app engagement across all of your campaigns and workflows. More recent engagement signals are weighted more heavily, with a time-based exponential decay applied as engagement becomes older.<\/p>\r\n<p>We also dynamically determine how far back in time to look based on how you send and how to decay the importance of older interactions over time.<\/p>\r\n<p>Our AI models take into consideration the percentage of messages that contacts have interacted with because we do not want to score contacts down for not receiving enough messaging. Maybe your contacts want to hear from you!<\/p>\r\n<p>For example, someone who opens 4 out of 5 emails will have a similar Brand Affinity as someone who opens 8 out of 10. However, for the latter contact, the AI can add a boost for the contact that opened eight messages.<\/p>\r\n<p>We include transactional messaging interactions as a secondary signal because e-commerce receipts and even password resets are positive signals for your brand.<\/p>\r\n<p>We pipe all of this data through our AI and output a single scalar that predicts a propensity for future engagement, and we turn that number into the Brand Affinity label that you see in the Iterable UI. The boundaries of where we draw the line between labels, for example, between positive and loyal, is determined dynamically for each project.<\/p>\r\n<p>We also continuously monitor how well our models perform and make adjustments over time to improve their overall accuracy and usefulness.<\/p>\r\n<h3>How to Get Started<\/h3>\r\n<p>We want to bring the power of AI to your fingertips, so we have intentionally designed Brand Affinity to be integrated <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener noreferrer\">across the Iterable platform<\/a> to deliver highly personalized experiences.<\/p>\r\n<p>Marketers can take advantage of Brand Affinity in Segmentation to intelligently segment and target customers by creating dynamic audiences; tailor and personalize customer journeys in Workflow Studio; or populate dynamic content through conditional logic to match customers with personalized experiences by affinity.<\/p>\r\n<p>With Brand Affinity labels being stored on the user profile, you can easily personalize the customer experience at every stage of the lifecycle, anywhere a contact property can be used, including:<\/p>\r\n<ul>\r\n\t<li><strong>Segmentation<\/strong> - as a contact property criteria field<\/li>\r\n\t<li><strong>Workflow Studio<\/strong> - as a field split node, field match node, or triggered event<\/li>\r\n\t<li><strong>User Profile<\/strong> - as a contact property nested under <code>brandAffinityLabel<\/code><\/li>\r\n\t<li><strong>Handlebars<\/strong> - as dynamic message content and conditional logic<\/li>\r\n\t<li><strong>Data feeds<\/strong> - as a parameter of a data feed call to return the right recommendations for someone<\/li>\r\n\t<li><strong>Catalog<\/strong> - in a collection, to offer recommendations based on users that match Brand Affinity labels<\/li>\r\n<\/ul>\r\n<h3>Learn More About Iterable AI<\/h3>\r\n<p>If you would like to learn more about Brand Affinity or any of Iterable's AI products, please contact your Customer Success Manager or visit <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/ai<\/a> for more information and schedule a demo.<\/p>","post_title":"Brand Affinity\u2122 Explained: The Science Behind the AI","post_excerpt":"To bring the power of AI to your fingertips, we integrated Brand Affinity across the Iterable platform to deliver highly personalized experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-affinity-explained-science-behind-ai","to_ping":"","pinged":"","post_modified":"2021-01-27 07:35:14","post_modified_gmt":"2021-01-27 15:35:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 27, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/012821_Brand-Affinity-Explained_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration to depict Iterable AI\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012821_Brand-Affinity-Explained_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012821_Brand-Affinity-Explained_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012821_Brand-Affinity-Explained_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/"},{"ID":11951,"post_author":"7","post_date":"2021-01-26 07:57:07","post_date_gmt":"2021-01-26 15:57:07","post_content":"<p>How is it already the end of January? With so much going on in the world right now, time seems to be both flying by and standing still simultaneously, which can make it challenging to stick to your New Year's resolutions\u2014if you even bothered to make any in the first place.<\/p>\r\n<p>New Year's resolutions and people's commitment to them particularly affects the health and wellness industry, which has been significantly impacted due to the <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">difficulties of maintaining physical and mental health during a global pandemic<\/a>.<\/p>\r\n<p>Considering the many shifts in the health and wellness space in the past year, Iterable wanted to know how these changes have affected the industry's marketing efforts.<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled B2C marketers<\/a> in the health and wellness industry and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>New Year's resolution messaging will not go away.<\/li>\r\n\t<li>Marketers are preparing for higher Q1 customer attrition.<\/li>\r\n\t<li>Customer loyalty programs will skyrocket.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how industry marketers will evolve their customer experience this year.<\/p>\r\n<p>Check out our health and wellness infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>How New Year's resolution messaging differs between the U.S. and U.K.<\/li>\r\n\t<li>The top barriers to acquiring and retaining customers<\/li>\r\n\t<li>The tactics marketers are using to increase loyalty<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11964\" align=\"alignleft\" width=\"4000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\"><img class=\"wp-image-11964 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\" alt=\"2021 Marketing Trends: Health and Wellness Infographic\" width=\"4000\" height=\"22603\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Health and Wellness in 2021: How to Meet Your Marketing Goals<\/h3>\r\n<p>Industry data and benchmarks are important in informing your business strategy for the new year, but it's even more valuable to learn from the experts.<\/p>\r\n<p>If you're looking for ways to enhance your health and wellness marketing, here are <a href=\"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four tried-and-true tactics<\/a> from Iterable's own customers in the industry, including leaders like Calm and Curology.<\/p>\r\n<p>Interested in reading even more success stories? Check out our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer case studies<\/a> or learn from Iterable's <a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>.<\/p>","post_title":"Health and Wellness Infographic: 2021 Industry Trends","post_excerpt":"Check out our health and wellness infographic on 2021 industry trends that can guide your marketing plan in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"health-and-wellness-infographic","to_ping":"","pinged":"","post_modified":"2021-02-15 15:42:45","post_modified_gmt":"2021-02-15 23:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11951","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 26, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Health and wellness infographic\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/health-and-wellness-infographic\/"},{"ID":11938,"post_author":"7","post_date":"2021-01-21 07:52:55","post_date_gmt":"2021-01-21 15:52:55","post_content":"<p>Give yourself a pat on the back! You\u2019ve mastered the <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">first two levels of personalization<\/a>, and you\u2019re almost at the end of your personalization journey. But don\u2019t get too excited just yet because there\u2019s a third and last data type on the block\u2014<strong>metadata<\/strong>.<\/p>\r\n<p>Chances are, you\u2019ve probably heard and used the expression, \u201cThat\u2019s so meta,\u201d to describe something that\u2019s self-referential. In the context of advanced cross-channel personalization, your product metadata can be used to take your marketing messages to unprecedented heights and turn your customers into brand evangelists.<\/p>\r\n<p>But before we divulge further, let\u2019s do a final review of the personalization model.<\/p>\r\n<h3>Final Recap: The Three Levels of Personalization<\/h3>\r\n<p>Take a final look at the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user attributes and event data<\/a>. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">externally managed data<\/a>. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>On Level 3, it\u2019s all about forming a 1:1 connection with each customer by honing in on the details that truly matter to them. To illustrate how individualization works, we\u2019ll use a friendship analogy.<\/p>\r\n<p>Let\u2019s say you meet someone who shares your love of coffee, so you suggest grabbing lattes at a nearby cafe to get to know them better. There, you learn that they recently discovered pour-over coffee after years of brewing in a standard coffee maker.<\/p>\r\n<p>Based on this newly acquired knowledge, you suggest going to the top three cafes in your area that specialize in this method of brewing coffee, one of which becomes yours and their favorite.<\/p>\r\n<p>Over time, not only does your friendship deepen but your understanding of your friend\u2019s tastes and preferences also becomes more nuanced and refined. This ultimately means that you can provide highly personalized options\u2014from cafes and types of beans to the equipment they use at home\u2014that appeal the most to your friend.<\/p>\r\n<p>With this analogy in mind, check out a snippet of our final guide below!<\/p>\r\n<h3>Personalization Maturity, Level 3: Metadata<\/h3>\r\n<p>In the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">final guide of this three-part series<\/a>, you\u2019ll get better acquainted with metadata and learn how to harness it in your cross-channel marketing campaigns.<\/p>\r\n<p>To give you a head start, we\u2019ll share the difference between data feeds and metadata.\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Data feeds<\/strong> are mechanisms to receive real-time information from externally managed websites and apps.\u00a0<\/li>\r\n\t<li>On the other hand, <strong>metadata<\/strong> is descriptive information about your brand\u2019s product or service offerings.<\/li>\r\n<\/ul>\r\n<p>Both can be used to personalize marketing campaigns at the moment of send.\u00a0<\/p>\r\n<p>Of course, we\u2019ll provide several examples of metadata in action so you can see how they create individualized messages in the following campaigns:<\/p>\r\n<ul>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Review requests<\/li>\r\n\t<li>Transactional confirmations<\/li>\r\n\t<li>Back-in-stock alerts<\/li>\r\n\t<li>Recommendations<\/li>\r\n<\/ul>\r\n<p>For instance, take a look at Jack Wills\u2019 cart abandonment email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11940\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11940 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/your-basket-is-having-abandonment-issues.png\" alt=\"Jack Wills cart abandonment email campaign\" width=\"680\" height=\"2530\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>This British fashion and lifestyle brand does a great job of addressing FOMO and incorporating product metadata to re-engage Luke, one of its customers.<\/p>\r\n<p>For starters, the email headline and message reassure Luke (by name!) that he can return to the website at any time to complete his purchase. The item details (images, names, colors, sizes and prices) help jog his memory of what he had previously looked at. What\u2019s more, the action-oriented CTA and the free delivery are powerful incentives for Luke to complete the transaction.<\/p>\r\n<p>Overall, this message is friendly, helpful, and not at all pushy. By doing the same, with your product details clearly laid out, you bring your customers one step closer to clicking the \u2018checkout\u2019 button on your brand\u2019s website.<\/p>\r\n<p><em>We've got many more examples to borrow inspiration from, so be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the final guide<\/a>.<\/em><\/p>\r\n<h3>The Challenges of Advanced Personalization\u2014And A Solution<\/h3>\r\n<p>Despite your best efforts, organizational and technological challenges may prevent you from reaching your marketing goals, leaving you to <a href=\"https:\/\/iterable.com\/blog\/death-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">question the value of personalization entirely<\/a>.<\/p>\r\n<p>As you\u2019re well aware, abandoning these efforts puts you at a disadvantage among your competitors, and you certainly don\u2019t want to see your hard work go down the drain.<\/p>\r\n<p>The good news? Iterable offers <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, an individualization solution that allows you to deliver powerful and relevant messages at scale with ease.<\/p>\r\n<p>To learn more, watch Nick Allen, Solutions Consultant at Iterable, demonstrate how to build dynamic content with Catalog in the video below.<\/p>\r\n<p>[embed]https:\/\/youtu.be\/_Gjfi1Toq4E[\/embed]<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download Part 3<\/a> of our cross-channel personalization series to find out how you can use metadata to provide 1:1 experiences for your customers.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11927 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-3_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Metadata\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 3: Metadata","post_excerpt":"In the final guide of this three-part series, you\u2019ll learn how to harness the power of metadata in your cross-channel marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-3-metadata","to_ping":"","pinged":"","post_modified":"2021-01-21 07:52:55","post_modified_gmt":"2021-01-21 15:52:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11938","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity, Level 3: Metadata\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-3-metadata\/"},{"ID":11932,"post_author":"7","post_date":"2021-01-20 10:27:05","post_date_gmt":"2021-01-20 18:27:05","post_content":"<p>Your personalization journey starts with you tapping into your customers\u2019 <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user and event data<\/a>. Based on this information, you can unlock opportunities to create personalized experiences that resonate with your customers, whether it\u2019s sending a warm <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome message<\/a> after downloading an app or reassuring them about their <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">travel points<\/a> in the wake of COVID-19.<\/p>\r\n<p>But suppose you want to enhance your marketing messages with even more robust, dynamic personalization. In that case, you need to look outside of your email service provider (ESP) because relying solely on your customers\u2019 profile and event data is like eating the same meal every day. Eventually, you\u2019re going to need other options for nourishment.<\/p>\r\n<p>Lucky for you, we\u2019ve got the ingredient that will help drive further engagement and boost your ROI (variety is the spice of a marketer\u2019s life, after all).<\/p>\r\n<p>With that, let\u2019s get started!<\/p>\r\n<h3>Recap: The Three Levels of Personalization\u00a0<\/h3>\r\n<p>Remember the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>? If not, familiarize yourself with the three levels below.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>In the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">first installment<\/a> of our three-part whitepaper series, we explain that Level 1 is the most straightforward and the easiest type of personalization to implement, but as we mentioned earlier, it\u2019s not enough to get you to the heart of what your customers want, just based on user profile data.\u00a0<\/p>\r\n<p>On the other hand, Level 2 prevents you from plateauing since it allows you to fuel your campaigns with more attention-grabbing content your audience will love. In this case, data feeds can make this happen for you.<\/p>\r\n<p>Take a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 2: Data Feeds<\/h3>\r\n<p>Data feeds are externally managed information that exists outside of your ESP and are updated frequently (i.e. <a href=\"https:\/\/whatis.techtarget.com\/definition\/data-feed\" target=\"_blank\" rel=\"noopener noreferrer\">RSS feeds<\/a> for blogs and podcasts). When used in conjunction with user profile data, they deliver real-time content to your target audience, therefore enhancing the relevance of your campaigns.<\/p>\r\n<p>With data feeds, you can retrieve information (via JSON, XML, RSS, and Atom web services) from virtually any reputable source, so the sky\u2019s the limit in terms of what kind of information you want to integrate into your campaign for maximum customizability.<\/p>\r\n\r\n[caption id=\"attachment_11935\" align=\"alignnone\" width=\"1308\"]<a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795659-Personalizing-Templates-with-Data-Feeds-\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11935 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-20-at-10.04.08-AM.png\" alt=\"Product recommendations powered by data feeds\" width=\"1308\" height=\"960\" \/><\/a> <em>Data feeds can be used to generate personalized product recommendations, such as these items for cats.<\/em>[\/caption]\r\n\r\n<p>\u00a0In this Level 2 guide, you\u2019ll see how data feeds manifest in the following ways:\u00a0<\/p>\r\n<ul>\r\n\t<li>Active offers<\/li>\r\n\t<li>Recommendations<\/li>\r\n\t<li>Tickers and APIs<\/li>\r\n\t<li>Blog and news content<\/li>\r\n<\/ul>\r\n<p>For instance, take a look at this Uniqlo email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11937\" align=\"alignnone\" width=\"666\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11937 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/innovative-lightweight-ready-for-anything-1.png\" alt=\"Uniqlo transitional weather essentials\" width=\"666\" height=\"1053\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>We\u2019ve all been there. We choose our outfits based on the weather forecast, only to discover that Mother Nature changed her mind at the last minute. Naturally, the unpredictability in weather makes it challenging to decide what to wear and when to wear it.\u00a0<\/p>\r\n<p>Understanding Mother Nature\u2019s fickle disposition, Uniqlo incorporated a weather API into this campaign to display a 7-day forecast based on the customer\u2019s location. In turn, this propagated seasonally-appropriate options for men and women so they could step out in style without being caught off guard.\u00a0<\/p>\r\n<p>Thanks to these types of data feeds, you can create dynamic personalization in real-time at scale and help your customers weather the storm with ease.\u00a0<\/p>\r\n<p><em>Want to see what other examples are in the forecast? Then <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download Part 2<\/a> of our cross-channel personalization series.<\/em><\/p>\r\n<h3>Stay Proactive to Deepen Personalized Experiences For Customers\u00a0<\/h3>\r\n<p>It\u2019s one thing to establish a connection with your customers. It\u2019s another thing to maintain the relationships you\u2019ve worked hard to build. The truth is, you\u2019re not the only brand vying for your audience\u2019s attention, and your customers\u2019 allegiances lie with whichever brand serves their needs the most.\u00a0<\/p>\r\n<p>Given this, it\u2019s more important than ever to step up your game and continuously provide highly tailored messages that not only fulfill their needs, but also reflect your commitment to help them throughout their journey.\u00a0<\/p>\r\n<p>So don\u2019t wait. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see how you can spice up your marketing campaigns with data feeds!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11928 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-2_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Data Feeds\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 2: Data Feeds","post_excerpt":"Download Part 2 of our cross-channel personalization series, where we explain how to level up your personalization maturity using data feeds.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-2-data-feeds","to_ping":"","pinged":"","post_modified":"2021-01-20 10:28:57","post_modified_gmt":"2021-01-20 18:28:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11932","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 20, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity, Level 2: Data Feeds\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/"},{"ID":11901,"post_author":"7","post_date":"2021-01-19 16:27:21","post_date_gmt":"2021-01-20 00:27:21","post_content":"<p>Have you ever watched the original <em>CSI<\/em> on TV? If you have, you\u2019re probably familiar with the theme song, \u201cWho Are You,\u201d playing at the beginning of every episode. In the show, the main characters work around the clock with this question in mind, discovering and analyzing every piece of evidence to help bring justice to the victims on time.<\/p>\r\n<p>Like these fictional characters, your duty as a marketer is to bring justice to your customers by delivering the right message to the right people at the right time. To achieve that, you must understand who they are, what they like and how they interact with your brand.<\/p>\r\n<p>Without this foundational knowledge, you miss out on opportunities to make meaningful connections and provide your customers with personalized experiences throughout their <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">journey<\/a>.<\/p>\r\n<p>So whether you\u2019re new to cross-channel personalization or simply need a refresher on the fundamentals, we\u2019ve got the tools to help you solve your customers\u2019 problems.<\/p>\r\n<h3>The Three Levels of Personalization Maturity<\/h3>\r\n<p>At Iterable, we abide by the foundation of <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity<\/a>, which comes in three levels:<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>At the beginning of your personalization journey, it\u2019s all about establishing a relationship with your customers and building a strong foundation. In <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">our first in-depth guide to cross-channel personalization<\/a>, we\u2019ll cover Level 1 extensively so you can learn the ins-and-outs of user and event data and apply those learnings to your marketing campaigns.<\/p>\r\n<p>Take a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 1: User and Event Data<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">User attributes and event data<\/a> are information that\u2019s readily available on any email service provider (ESP) or growth marketing platform. The former refers to personal characteristics and demographic information, such as a person\u2019s name, preferences and location. And the latter refers to your customers\u2019 interactions with your brand.<\/p>\r\n\r\n[caption id=\"attachment_11930\" align=\"alignnone\" width=\"1475\"]<img class=\"wp-image-11930 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Andrew-Event-Data.png\" alt=\"Iterable User Profile: Andrew Boni example\" width=\"1475\" height=\"811\" \/> <em>A standard user profile contains basic information about your customer, such as their name, email address, location and when they subscribed to your communications.<\/em>[\/caption]\r\n\r\n<p>Together, they make a powerful duo since they unlock opportunities for increased engagement and higher ROI for your brand.<\/p>\r\n<p>And in part one of our three-part whitepaper series, we\u2019ll show you how to apply user and event data throughout the five stages of campaign building, which include the following:\u00a0<\/p>\r\n<ol>\r\n\t<li>Audience identification<\/li>\r\n\t<li>Data integration<\/li>\r\n\t<li>Campaign composition<\/li>\r\n\t<li>Message personalization<\/li>\r\n\t<li>Performance optimization\u00a0<\/li>\r\n<\/ol>\r\n<p>Of course, we\u2019ll provide plenty of examples, so you can see how some of the leading consumer brands are leveraging their customers\u2019 data to deliver personalized experiences every step of the way.\u00a0<\/p>\r\n<p>For illustration, let\u2019s take a look at this Alaska Airlines email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11931\" align=\"alignnone\" width=\"497\"]<img class=\"wp-image-11931 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/alaskaairlines.png\" alt=\"Alaska Airlines COVID-19 email\" width=\"497\" height=\"792\" \/> <em>Alaska Airlines keeps travelers informed with empathy in this email.<\/em>[\/caption]\r\n\r\n<p>Last year, COVID-19 devastated the hospitality and travel industries. The emergence of the coronavirus forced millions of travelers to delay or cancel their plans until further notice, and those with travel points were concerned about whether they could redeem their credits toward future travel plans.<\/p>\r\n<p>To reassure its customers, Alaska Airlines launched a campaign to announce an extension of expiration dates. More importantly, the message exuded compassion, flexibility and <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">relevance<\/a>\u2014all of which help drive customer engagement and loyalty during stressful and uncertain times.<\/p>\r\n<p><em>This is just a preview. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see more examples of how you can apply user profile and event data to create personalized cross-channel campaigns.<\/em><\/p>\r\n<h3>Adopt a Reactive Approach to Create Personalized Experiences<\/h3>\r\n<p>Don\u2019t be fooled by the moniker: Reactive isn\u2019t synonymous with a knee-jerk response to your customers\u2019 needs. Creating personalized experiences requires a thorough understanding of your customers and segmenting them based on their actions and behavior with your brand.<\/p>\r\n<p>In the video below, Iterable Solutions Consultant, <a href=\"https:\/\/www.linkedin.com\/in\/nikilasimonutti\/\" target=\"_blank\" rel=\"noopener noreferrer\">Niki Simonutti<\/a>, explains why user segmentation is an integral part of your marketing strategy. Using a hypothetical e-commerce brand, Niki demonstrates how to retrieve the right data to create relevant messages to the right audience.<\/p>\r\n<p>[embed]https:\/\/youtu.be\/Cz8Htjf1Ktg[\/embed]<\/p>\r\n<p>Regardless of which lifecycle campaign you\u2019re launching, segmenting your users not only facilitates a connection, but it also allows you to tailor messages that resonate with your audience, which in turn means higher ROI for your business.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11929 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-1_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using User and Event Data\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 1: User and Event Data","post_excerpt":"In our Level 1 guide to cross-channel personalization, we\u2019ll cover the details of user and event data and how to harness them in your marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-1-user-and-event-data","to_ping":"","pinged":"","post_modified":"2021-01-20 19:06:04","post_modified_gmt":"2021-01-21 03:06:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11901","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 19, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity Level 1: User and Event Data\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/"},{"ID":11905,"post_author":"7","post_date":"2021-01-14 07:43:03","post_date_gmt":"2021-01-14 15:43:03","post_content":"<p>The global coronavirus pandemic derailed, well, <em>everything<\/em>, so it's no surprise that people\u2019s mental and physical health were severely impacted. With so many other competing priorities, such as remote work, child and family care, and financial security, it's completely understandable that <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">many lost the motivation to stay active during these tumultuous times<\/a>.<\/p>\r\n<p>These particular effects of the pandemic have impacted those in the health and wellness industry, but there\u2019s still hope for marketers in this space despite the collective malaise.<\/p>\r\n<p>A recent <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">survey Iterable conducted<\/a> showed that nearly 44% of health and wellness marketers had planned to launch New Year\u2019s resolution campaigns, and 36% planned to focus on delivering targeted messages that help drive engagement and growth.<\/p>\r\n<p>Regardless of what your specific health and wellness marketing goals are, kicking off the new year with campaigns that convey empathy and trust can help your customers achieve a healthy body and mind\u2014and a more balanced life.<\/p>\r\n<p>Here are four ways to do just that, using tactics from Iterable's own health and wellness customers.\u00a0<\/p>\r\n<h3>4 Ways to Stick to Your New Year\u2019s Marketing Resolutions<\/h3>\r\n<h4>1. Analyze user engagement data to optimize communications that drive revenue.<\/h4>\r\n<p><a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a> is a mindfulness and meditation app that has helped millions of people manage their emotions and find their center. Last April, <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">1.6 million people downloaded the app for the first time<\/a> to cope with the stresses and anxieties brought forth by the pandemic. But as <a href=\"https:\/\/iterable.com\/blog\/analytics-testing-sue-cho-calm\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sue Cho<\/a> (Head of Lifecycle Marketing at Calm) can attest, the path to reaching a large user base came with some challenges.<\/p>\r\n<p>Previously, she launched a <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">new-member onboarding campaign<\/a> that entailed eight emails over the course of one month. The first email was sent the day after sign-up; the remaining emails were dispatched every two days thereafter. During her post-launch analysis, Sue discovered that 80% of new users were dropping off after signup, which indicated that the messages didn\u2019t make a powerful first impression.<\/p>\r\n<p>To remedy the situation, Sue <a href=\"http:\/\/erable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmented<\/a> half of the new members and delivered the same eight emails in 15 days versus 27 days. Through testing and optimizing with <a href=\"https:\/\/iterable.com\/product\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> and <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a>, she saw a significant improvement in user engagement and retention and noticed a 4x increase in revenue.<\/p>\r\n<p>Learn more about Calm's analytics and testing strategies in our <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">webinar on-demand<\/a>.<\/p>\r\n<h4>2. Apply dynamic segmentation across channels to boost engagement and the bottom line.<\/h4>\r\n<p><a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Curology<\/a> understands that a solid plan is as good as the person seeing it through. As an individualized prescription skincare company that caters to Gen Z and Millennials, it provides bespoke treatment plans that address a range of skin concerns, from acne to fine lines and wrinkles. In addition, the Curology team offers its customers 1:1 consultations with licensed dermatologists to ensure they achieve the best possible results.<\/p>\r\n<p>Given the nature of the business, its success hinges on its customers\u2019 ability to follow their personalized treatment plans. Knowing this, the Curology team <a href=\"https:\/\/iterable.com\/customers\/case-study\/curology\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 21-day challenge<\/a> to encourage its young customers to abide by their skincare regimen.<\/p>\r\n<p>However, the Curology team\u2019s initial use of two different platforms to manage their email and SMS campaigns proved difficult. The data disparity hindered their ability to provide personalized recommendations at scale, let alone gain their customers\u2019 compliance. They also had to contend with the fact that <a href=\"https:\/\/adsharkmarketing.com\/marketing-to-gen-z-why-we-need-to-embrace-the-next-generation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Gen Z consumers have an attention span of about 8 seconds<\/a>, which meant they had to grab their attention fast.<\/p>\r\n<p>This prompted VP of Marketing Fabian Seelbach to seek out Iterable\u00a0to streamline the process, segment unengaged SMS users, and send them targeted follow-up campaigns to make sure they were sticking to the treatment plan. As for the results? The team boosted customer engagement by 26%, treatment plan compliance by 14%, and increased revenue by 10%.<\/p>\r\n<p>Check out the video below and <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">read Curology's full case study<\/a> to learn how.<\/p>\r\n<p>https:\/\/youtu.be\/su7EZLn7R0o<\/p>\r\n<h4>3. Strengthen new user onboarding for maximum gains in conversions.<\/h4>\r\n<p><a href=\"https:\/\/fiit.tv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit.TV<\/a> is a U.K.-based fitness subscription app with a mission to make online fitness classes accessible to everyone. When the pandemic hit, the Fiit team saw a massive influx of new users\u2014300% YoY to be exact. But the exponential growth raised the question among the founders: How were they going to deliver personalized experiences at scale and retain users?<\/p>\r\n<p>To answer that question, the team <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 14-day free trial<\/a> for all new users in early 2020, and to their surprise, conversion rates dropped. Upon closer look, they discovered that their email onboarding sequence lacked clear objectives, leaving users not sure how best to get started.<\/p>\r\n<p>After revising the onboarding sequence with Iterable\u2019s Experiments and <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Studio<\/a> (and testing and optimizing), the team\u2019s hard work paid off: Trial-to-paid conversions increased to 65% and first-day activations increased by 12%.<\/p>\r\n<p>Read <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit's case study<\/a> for a deeper dive into how the team optimized its health and wellness marketing for peak performance.<\/p>\r\n<h4>4. Automate personalization to scale results and take back your time.<\/h4>\r\n<p>In 2014, Noga Leviner, co-founder and CEO of <a href=\"https:\/\/picnichealth.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PicnicHealth<\/a>, launched the company to create a platform that would allow patients to access their comprehensive medical history and anonymously contribute to medical research.<\/p>\r\n<p>During the early stages, the company\u2019s engineering team handled all the marketing initiatives in the absence of a marketing team. They wrote the email logic and launched and managed their ongoing medical record collection campaign. But as the company\u2019s research programs grew, the engineers realized that manually segmenting users was highly inefficient and yielded less-than-ideal conversion rates.<\/p>\r\n<p>After switching to Iterable, they were able to <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">automate the medical history consent campaign<\/a> and send personalized emails to different audience segments at scale. As a result, PicnicHealth\u2019s conversion rate skyrocketed to 90% and saved 10 hours per week in customer support.<\/p>\r\n<p>Learn how PicnicHealth automated its communications, while maintaining the security and privacy of patient data, in this <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">full case study<\/a>.<\/p>\r\n<h3>Closing Thoughts on Health and Wellness Marketing<\/h3>\r\n<p>If there\u2019s anything 2020 has shown us, it\u2019s that health and wellness are essential. For marketers in the industry, as you continue to navigate the pandemic this year, make a commitment to restore some balance for your customers.<\/p>\r\n<p>Whether it\u2019s encouraging them to meditate for five minutes or rewarding them for completing a workout, make sure your health and wellness marketing messages exude empathy and relevancy like never before.<\/p>\r\n<p><em>Need some guidance on how to boost customer engagement and revenue? <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"4 Ways to Enhance Your Health and Wellness Marketing","post_excerpt":"Meet your health and wellness marketing goals in the new year with these four tactics from Iterable's customers in the industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-enhance-health-and-wellness-marketing","to_ping":"","pinged":"","post_modified":"2021-01-14 07:43:03","post_modified_gmt":"2021-01-14 15:43:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 14, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Health and wellness image - Stock photo of man meditating\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/"},{"ID":11895,"post_author":"7","post_date":"2021-01-12 07:58:16","post_date_gmt":"2021-01-12 15:58:16","post_content":"<p>Health and wellness brands are entering a new year with a drastically altered consumer landscape.<\/p>\r\n<p>In regions where gyms remain closed due to COVID-19 lockdowns, at-home and virtual workouts have become common alternatives. And where gyms are open, members must wear masks and fitness class sizes have shrunk due to safety restrictions.<\/p>\r\n<p>Additionally, demand is surging for mindfulness and meditation apps like <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, whose downloads <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">increased<\/a> by 36% from January to April 2020. However, stress and personal responsibilities have resulted in <a href=\"https:\/\/www.wsj.com\/articles\/covid-stress-derailed-your-workouts-heres-how-to-get-back-on-track-11596373200\" target=\"_blank\" rel=\"noopener noreferrer\">decreased motivation<\/a> to exercise for many consumers.<\/p>\r\n<p>We\u2019re in a new year of the pandemic. Given the many shifts in the health and wellness space, <strong>Iterable wanted to know how these changes have affected the industry\u2019s marketing efforts.<\/strong><\/p>\r\n<p>To gain a better understanding of 2020\u2019s impact on the health and wellness world, Iterable asked industry marketers how they feel about 2021. We surveyed health and wellness marketers across the U.S. and U.K. on their plans and predictions for the new year.<\/p>\r\n<p>Here\u2019s what we discovered.<\/p>\r\n<h3>Health and Wellness Marketing Trends for 2021<\/h3>\r\n<h4>1. New Year\u2019s resolution messaging will not go away.<\/h4>\r\n<p>One of our biggest questions for health and wellness industry marketers was on the use of New Year\u2019s resolution messaging. Given the challenges consumers continue to face during the pandemic, we wondered if using a \u201cnew year, new you\u201d message\u2014or resolution messaging\u2014would still be a priority.<\/p>\r\n<p>However, it appears this messaging will carry on. Nearly half (44%) of respondents are investing <strong>more<\/strong> in New Year\u2019s resolution messaging this year. Another 38% plan to invest in the <strong>same<\/strong> amount of messaging as last year.<\/p>\r\n<p>For most industry marketers, the planned continuation of resolution messaging lies in its success\u201477% think it's worthwhile. But when comparing U.S. and U.K. respondents, U.S. brands rely more on resolution messaging. Seventy-six percent of U.S. marketers say the messaging is a viable investment versus 64% of those in the U.K.<\/p>\r\n<h4>2. Marketers are preparing for higher Q1 customer attrition.<\/h4>\r\n<p>Considering the majority of respondents believe in the value of New Year\u2019s resolutions, it comes as no surprise that 65% also said the popularity of their product is tied to New Year\u2019s resolutions.<\/p>\r\n<p>Industry marketers were also aligned with previous studies that showed the <a href=\"https:\/\/www.sundried.com\/blogs\/training\/research-shows-43-of-people-expect-to-give-up-their-new-year-s-resolutions-by-february\" target=\"_blank\" rel=\"noopener noreferrer\">abrupt ending<\/a> of New Year\u2019s resolutions by consumers in February. More than half of respondents (52%) said their brand typically sees more than 20% attrition by the end of Q1 year-over-year.<\/p>\r\n<p>For 2021, industry marketers are also aware of new factors that could further impact typical Q1 attrition. Respondents listed a lack of motivation to achieve goals and customers falling back into old routines as the top barriers to customer acquisition and retention for Q1 2021.<\/p>\r\n<p>However, they also noted increased stress, anxiety and uncertainty, as well as heightened personal demands, as top barriers\u2014all signs of the pandemic\u2019s effects on consumers.<\/p>\r\n<table style=\"border-collapse: collapse;width: 76.4457%;height: 335px\">\r\n<thead>\r\n<tr style=\"height: 63px\">\r\n<td style=\"width: 5.2656%;height: 63px\" colspan=\"3\">\r\n<h5>Top 3 barriers to retaining or acquiring customers during Q1 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">1<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Lack of customer motivation to achieve health and fitness goals<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">46%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">2<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Customers falling back into old routines<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">42%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 224px\">\r\n<td style=\"width: 5.2656%;height: 224px\">3<\/td>\r\n<td style=\"width: 61.401%;height: 224px\">\r\n<p>[TIE]<\/p>\r\n<p>Health, fitness and wellness deprioritized by customers due to increased stress, anxiety and uncertainty<\/p>\r\n<p>+<\/p>\r\n<p>Health, fitness and wellness deprioritized by customers due to increased personal demands<\/p>\r\n<\/td>\r\n<td style=\"width: 9.92004%;height: 224px\">28%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>3. Customer loyalty programs will skyrocket.<\/h4>\r\n<p>Health and wellness marketers see customer loyalty programs as a potential solution to address pandemic-related stressors and personal demands. Forty percent of respondents plan on developing customer loyalty programs in 2021.<\/p>\r\n<p>Much as they already have throughout 2020, industry marketers don\u2019t plan on stopping their innovation and adaptation to drive business. As we saw in our <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">2021 marketing trends report<\/a>, respondents also plan to increase personalization tactics\u201436% are increasing their focus on targeted marketing. Additionally, 30% of industry marketers plan to stay nimble by launching a new product or service to increase customer engagement as the pandemic continues.<\/p>\r\n<table style=\"border-collapse: collapse;width: 79.4076%\">\r\n<thead>\r\n<tr>\r\n<td style=\"width: 6.25293%\" colspan=\"3\">\r\n<h5>Top 3 tactics identified by health and wellness marketers to avoid Q1 dropoff in 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 6.25293%\">1<\/td>\r\n<td style=\"width: 60.4137%\">Develop a loyalty program<\/td>\r\n<td style=\"width: 12.7409%\">40%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">2<\/td>\r\n<td style=\"width: 60.4137%\">Put a greater emphasis on targeted marketing<\/td>\r\n<td style=\"width: 12.7409%\">36%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">3<\/td>\r\n<td style=\"width: 60.4137%\">Launch a new product\/service to increase engagement<\/td>\r\n<td style=\"width: 12.7409%\">30%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>The Outlook for Health and Wellness Marketers<\/h3>\r\n<p>Although we were initially surprised by industry marketers\u2019 commitment to New Year\u2019s resolution messaging, we were also encouraged by respondents' plans for 2021.<\/p>\r\n<p>Even with the reliance on historic resolution messaging, it\u2019s clear industry marketers have an idea of the challenges that lie ahead given their plans for loyalty programs, targeted marketing and new products and services. However, there\u2019s no denying that health and wellness brands will face an uphill climb in connecting with consumers while they continue dealing with the effects of the COVID-19 pandemic.<\/p>\r\n<p>To ensure that respondents\u2019 planned tactics like loyalty programs and targeted marketing are successful, industry marketers should consider how <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a> and <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">zero-party data<\/a> can help.<\/p>\r\n<p>AI can help organizations better understand how customers feel about their brand\u2014in real time and across multiple channels\u2014which can inform smarter strategies that build stronger emotional connections with target audiences. Zero-party data offers brands an effective way to transparently collect data from customers and build a mutual partnership.<\/p>\r\n<p>By offering a personalized experience across all marketing channels, health and wellness brands can reduce New Year\u2019s resolution customer attrition regardless of new challenges presented by the pandemic.<\/p>\r\n<p><em>Want to know how you can do more to personalize your customer engagement strategy in 2021? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Contact Iterable<\/a> to see how we can help.<\/em><\/p>","post_title":"New Year, New Tactics: 2021 Health and Wellness Marketing Trends","post_excerpt":"Iterable surveyed health and wellness marketers across the U.S. and U.K. to understand how they feel about 2021 and learn their plans for the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-health-and-wellness-marketing-trends","to_ping":"","pinged":"","post_modified":"2021-01-12 07:58:16","post_modified_gmt":"2021-01-12 15:58:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11895","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 12, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/011221_Health-and-Wellness-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Health and wellness illustration\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011221_Health-and-Wellness-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011221_Health-and-Wellness-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011221_Health-and-Wellness-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/"},{"ID":11864,"post_author":"70","post_date":"2021-01-11 08:28:17","post_date_gmt":"2021-01-11 16:28:17","post_content":"<p>We're thrilled to announce that\u2014for the second year in a row\u2014Iterable has been recognized by Built In as one of the \"<a href=\"https:\/\/www.builtincolorado.com\/companies\/best-places-to-work-colorado-2021\">Best Places to Work in Colorado<\/a>.\" We\u2019ve also been included in the following subcategories:<\/p>\r\n<ul>\r\n\t<li>Best Midsize Companies to Work For (in both <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-midsize-places-to-work-colorado-2021\">Colorado<\/a> and <a href=\"https:\/\/www.builtinsf.com\/companies\/best-midsize-places-to-work-san_francisco-2021\">San Francisco<\/a>)<\/li>\r\n\t<li>Colorado\u2019s <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-paying-companies-colorado-2021\">Best Paying Companies<\/a><\/li>\r\n<\/ul>\r\n<p>As a featured employer, we\u2019re proud to join the ranks of some of the biggest names in tech, who all work to ensure that people come first!<\/p>\r\n<p>At Iterable, we take great pride in our workplace culture. From <a href=\"https:\/\/iterable.com\/culture\" target=\"_blank\" rel=\"noopener noreferrer\">day one<\/a>, our founders Andrew Boni and Justin Zhu recognized their commitment to build a thriving workplace that aligns with <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 core values<\/a>: Humility, Trust, Growth Mindset, and Balance. These values guide us as we grow and ensure that we are always connected to our people-first formula.<\/p>\r\n<blockquote>\r\n<p><em>\"I'm incredibly proud to see Iterable on BuiltIn's 2021 List of Best Places to Work in Colorado,\" <\/em>said Lynette Busby, Senior Recruiting Operations Manager at Iterable.<em> \"I've had the pleasure of working alongside some of the most genuine, dedicated, and inspiring people I\u2019ve ever met while at Iterable\u2014in the Denver office and beyond! While 2020 was a rollercoaster of a year, our executives' commitment to leading with empathy, community, trust, and positivity has helped our culture remain vibrant. Everyone here wants you to succeed, and this sentiment forms a strong foundation of support that bolsters our resilience during challenging times. While the last year has certainly been difficult, it's Iterable's strong culture that has helped us through.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p><a href=\"http:\/\/BuiltIn.com\">BuiltIn.com\u2019s<\/a> 2021 Best Places to Work List \u201crecognizes top employers across the country, featuring companies who go above and beyond for their people, measuring benefits, support, culture programs, and initiatives.\u201d The list ranks companies algorithmically based on compensation data and employer benefits. Rank is determined by combining a company\u2019s score in each of these categories.<\/p>\r\n<p>Across our different offices around the world, we celebrate our teams\u2019 unique talents, skills and backgrounds.\u00a0 Our employees are the cornerstone of what makes Iterable a great place to work. <br \/>\r\n<br \/>\r\nHere\u2019s what some of our Denver employees had to say when asked about working at Iterable:\u00a0<\/p>\r\n<p><img class=\"alignnone wp-image-11892 \" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-11-at-8.44.42-AM.png\" alt=\"Best places to work quotes - Gina Garenchana\" width=\"686\" height=\"579\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-11871\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.44.07-PM.png\" alt=\"Best Places to Work in Colorado quote - Luis Valdez\" width=\"557\" height=\"540\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-11872 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.50.52-PM.png\" alt=\"Best Places to Work in Colorado quote - Nate Meir\" width=\"624\" height=\"437\" \/><br \/>\r\nIterable now has more than 70 employees based in Denver. We\u2019re <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">currently hiring<\/a> for over a dozen roles in Denver or remotely across various departments, so if you\u2019re looking for your next career opportunity, we\u2019d love to have you on our talented team. Come join us!<\/p>","post_title":"Iterable on 2021 List of Best Places to Work in Colorado","post_excerpt":"We\u2019re honored to rank on Built In\u2019s 2021 list of Best Places to Work in Colorado. Learn what our Denver team loves about working at Iterable\u2014we're hiring!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-best-places-to-work-in-colorado","to_ping":"","pinged":"","post_modified":"2021-01-11 11:54:40","post_modified_gmt":"2021-01-11 19:54:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11864","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 11, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-best-places-to-work-in-colorado\/"},{"ID":11857,"post_author":"7","post_date":"2021-01-06 07:44:20","post_date_gmt":"2021-01-06 15:44:20","post_content":"<p>Transactional messages play an important part of email strategy as they provide detailed critical information pertaining to a customer\u2019s transactions or account activity.\u00a0<\/p>\r\n<p>A few examples of transactional messaging can be a receipt for a purchase, resetting an account password, or a status update on an expected delivery.<\/p>\r\n<p>According to our trusted partner, <a href=\"https:\/\/www.mailgun.com\/blog\/email-open-rates-decoded\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pathwire<\/a>, marketing emails have an average of a 20-25% open rate, whereas open rates of transactional messages can be up to 60-65% higher and average around 80-85%.<\/p>\r\n<p>Since these types of messages are expected by recipients and have a higher engagement rate, many marketers often set and forget them. However, if you're not leveraging dynamic content in these emails, you're missing out on an opportunity to drive that engagement even further.<\/p>\r\n<p>These three tips on how to personalize transactional messages with dynamic content will help improve your overall customer experience and build loyalty toward your brand.<\/p>\r\n<h3>3 Tips to Make Your Transactional Messages More Dynamic<\/h3>\r\n<h4>1. Personalize With Transactional Data<\/h4>\r\n<p>This may sound obvious, but utilizing transactional data in your emails is a great way to provide assurance in your communications by hydrating your message with information relevant to the transaction.<\/p>\r\n<p>Creative Market is a marketplace that allows users to purchase fonts, graphics, themes and other design-related materials from independent content creators. In this message below, Creative Market provides relevant information about a recent purchase by dynamically populating content within the message.<\/p>\r\n\r\n[caption id=\"attachment_11859\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/danil-sent-you-a-message\"><img class=\"wp-image-11859 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-1-Creative-Market.png\" alt=\"Creative Market email\" width=\"680\" height=\"615\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>In this example, the user receives a notification that contains a message from the content creator, which includes the user\u2019s first name, the creator\u2019s account name and the message that was sent to the user from the creator.<\/p>\r\n<p><strong>Dynamic Content Tip<\/strong>: Showing a customer's clear billing information and purchase data provides peace of mind that their purchase was processed properly and that their product is on the way! You could even personalize the subject line and preheader text to include information about the purchase (e.g. \"New shoes coming your way, Mikey!) to make your message stand out in their inbox.<\/p>\r\n<h4>2. Cross-Sell and Upsell With Product Recommendations<\/h4>\r\n<p>Recommendations can add value to your transactional messages by providing the customer with personalized suggestions of products or services they may be interested in. This highlights items they have yet to discover and encourages future purchases.<\/p>\r\n<p>In the example below, Skillshare provides a transactional message to its customers when they have enrolled in a class and are ready to start learning. This message also uses their historical data to recommend related classes they may like, saving the customer time and effort in browsing the course catalog themselves.<\/p>\r\n\r\n[caption id=\"attachment_11860\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-class-skillshare\"><img class=\"size-full wp-image-11860\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-2-Skillshare.png\" alt=\"Skillshare product recommendations\" width=\"680\" height=\"1256\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p><strong>Dynamic Content Tip<\/strong>: Iterable\u2019s Catalog allows you to easily store, manage, and generate recommendations based on of a user's profile data, providing deep personalization for your relevant content. To learn more about Catalog, check out <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">this blog post<\/a>.<\/p>\r\n<h4>3. Keep Them Coming Back for More With Coupons<\/h4>\r\n<p>Who doesn\u2019t love a good deal from a brand that you love, right!? A great way to draw your customers to come back again is to include a coupon, discount or other incentive toward their next purchase, directly into your transactional emails.<\/p>\r\n<p>Doing this is a two-for-one where you will be delivering relevant information to a customer\u2019s transaction, while also promoting the customer to start considering a future purchase, whether for themselves or as gifts for their family and friends. Why motivate only one person to buy when you can reach several instead?<\/p>\r\n<p>In the example below, Rover provides a confirmation email about a booking and advertises a $20 discount if the customer refers a friend for their service at the bottom of the message.<\/p>\r\n\r\n[caption id=\"attachment_11861\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/confirm-tychos-booking-with-ana-now\"><img class=\"size-full wp-image-11861\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-3-Rover.png\" alt=\"Rover referral discount\" width=\"680\" height=\"1752\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p><strong>Dynamic Content Tip<\/strong>: Promote specific incentives for customers based on how much they spent on their last purchase. For example, if a customer spends $100 or more, then display a 20% coupon.<\/p>\r\n<p>Iterable allows you to customize your email templates using handlebar logic that references the total amount spent and displays the discount coupon for that spending threshold. More information on how to accomplish this can be found directly in our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Personalizing-Templates-with-Handlebars-#working-with-numbers-longs-and-doubles\" target=\"_blank\" rel=\"noopener noreferrer\">documentation<\/a>.<\/p>\r\n<h3>Transform Your Transactions<\/h3>\r\n<p>Consumers rely on transactional messages because they contain critical content, but since they're already expecting them, why not personalize them to create a more valuable and enjoyable experience?<\/p>\r\n<p>Utilizing content dynamically in your transactional emails can drive engagement, build trust and loyalty, all while strengthening your customer lifecycle and your brand overall.<\/p>\r\n<p>For a deep-dive into all things dynamic content, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">download our latest guide<\/a> in our Personalization Playbook series.<\/p>","post_title":"3 Tips to Make Your Transactional Messages Top-Notch","post_excerpt":"Want to drive engagement and build brand loyalty? Here are three tips on how to personalize transactional messages with dynamic content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-tips-transactional-messages","to_ping":"","pinged":"","post_modified":"2021-02-02 14:09:05","post_modified_gmt":"2021-02-02 22:09:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11857","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 06, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"3 tips for transactional messages\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-tips-transactional-messages\/"},{"ID":11852,"post_author":"7","post_date":"2021-01-05 08:44:17","post_date_gmt":"2021-01-05 16:44:17","post_content":"<p>So you survived the <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday shopping season<\/a>\u2014congrats! Now that retailers and brands are setting their sights on the new year, marketers everywhere are nailing down their strategies, determining their hiring plans, setting budgets, evaluating new technologies and brainstorming creative campaigns.<\/p>\r\n<p>But after nearly a year into a global pandemic, we wanted to know\u2014what can we really expect to see from marketers in 2021?<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> to find out their plans for 2021 and discovered these top four findings:<\/p>\r\n<ol>\r\n\t<li>Martech stacks will leverage more data and automation for customer acquisition.<\/li>\r\n\t<li>Marketers will go all-in on AI and zero-party data.<\/li>\r\n\t<li>Almost 90% of B2C brands will have an app by the end of 2021.<\/li>\r\n\t<li>COVID-19 concerns aren't going away.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how marketers will evolve the customer experience this year.<\/p>\r\n<p>Check out our infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>Marketers' top business priorities in 2021<\/li>\r\n\t<li>The martech tools on everybody's wish lists<\/li>\r\n\t<li>How marketing budgets have been impacted<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11855\" align=\"alignnone\" width=\"1000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\"><img class=\"wp-image-11855 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\" alt=\"2021 Marketing Trends Infographic\" width=\"1000\" height=\"4000\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>2021 Marketing Trends: The Times Are No Longer Unprecedented<\/h3>\r\n<p>We all got dealt a bad hand in 2020, but as these 2021 marketing trends suggest, this year is already shaping up for the better. Marketers may still be concerned about what's to come, but they are more prepared to tackle it head-on.<\/p>\r\n<p>Want to dive even deeper into these survey results and what they mean for your brand? Join us for our next webinar, \"The 2021 Outlook: 5 Data-Driven Marketing Predictions\" on January 12 at 11:00 a.m. PT. <a href=\"https:\/\/iterable.com\/webinars\/2021-data-driven-marketing-predictions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Register today<\/a>!<\/p>","post_title":"2021 Marketing Trends to Kick Off the New Year [Infographic]","post_excerpt":"Check out our infographic on 2021 marketing trends for key takeaways and statistics that can guide your planning in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-infographic","to_ping":"","pinged":"","post_modified":"2021-01-05 08:44:17","post_modified_gmt":"2021-01-05 16:44:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11852","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 05, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"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\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2021 marketing trends infographic - stock photo of woman holding phone\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/"},{"ID":11809,"post_author":"7","post_date":"2020-12-18 07:21:50","post_date_gmt":"2020-12-18 15:21:50","post_content":"<p>In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!\u00a0<\/p>\r\n<p>Every campaign submitted deserved a shout-out, but these top five were especially awesome. Keep reading to see the winners so you can find your inspiration for the new year!<\/p>\r\n<h3>Drum Roll Please: The Best Marketing Campaigns of 2020<\/h3>\r\n<h4>Best Onboarding: HealthyWage<\/h4>\r\n<p><a href=\"https:\/\/www.healthywage.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">HealthyWage<\/a> uses cash prizes to make fitness more fun and effective by allowing users to make personalized bets to win up to $10,000.<\/p>\r\n<p>According to <a href=\"https:\/\/www.linkedin.com\/in\/corarae\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cora Martin<\/a>, Sr. Marketing Manager at HealthyWage, the first message in this onboarding campaign educates users about the HealthyWage app, with calls to action to a beginner\u2019s guide and the progress tracker. A secondary section encourages members to get social by visiting the blog and joining the brand\u2019s Facebook page.<\/p>\r\n\r\n[caption id=\"attachment_11812\" align=\"alignnone\" width=\"187\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\"><img class=\"wp-image-11812 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\" alt=\"HealthyWage Onboarding Email\" width=\"187\" height=\"941\" \/><\/a> <em>HealthyWage welcomes new users with relevant onboarding information.<\/em>[\/caption]\r\n\r\n<p>We love that content leads the way in this message, providing immediate value to users as they navigate their app experience. The design is clean and simple, and based on user engagement with the various CTAs, HealthyWage can personalize future messages by their specific interests.<\/p>\r\n<h4>Best Confirmation: ConsumerAffairs<\/h4>\r\n<p><a href=\"https:\/\/www.consumeraffairs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsumerAffairs<\/a> offers information for consumers, such as news, ratings and reviews of products, as well as buyers guides and information on specific topics.<\/p>\r\n<p>When a user requests more information on one of the hundreds of different brands represented on the site, ConsumerAffairs sends a confirmation email to inform them of what\u2019s next in the process and showcase similar product categories.<\/p>\r\n\r\n[caption id=\"attachment_11817\" align=\"alignnone\" width=\"354\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\"><img class=\"wp-image-11817 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\" alt=\"ConsumerAffairs Confirmation Email\" width=\"354\" height=\"793\" \/><\/a> <em>ConsumerAffairs achieves up to 40% open rates on this confirmation email.<\/em>[\/caption]\r\n\r\n<p>The company has only been using Iterable for several weeks, but it\u2019s already achieving amazing results. According to <a href=\"https:\/\/www.linkedin.com\/in\/glanzerr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ryan Glanzer<\/a>, Email Marketing Manager at ConsumerAffairs, the team has quickly built out a complex <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, and even as they continue to warm up their IP, they\u2019re <strong>seeing open rates at nearly 40% daily<\/strong> on this brand referral confirmation campaign. Congrats Ryan and team!<\/p>\r\n<h4>Best Promotion: Pressed Juicery<\/h4>\r\n<p><a href=\"https:\/\/pressedjuicery.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pressed Juicery<\/a> has set the standard for cold-pressed juice by providing millions of customers with healthy juice from California\u2019s Central Valley.<\/p>\r\n<p>This promotion was the favorite of <a href=\"https:\/\/www.linkedin.com\/in\/sonam-patel-1565b5112\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sonam Patel<\/a>, West Coast Field Marketing Manager at Pressed Juicery, because it was a special feature of the brand\u2019s wellness shots.<\/p>\r\n\r\n[caption id=\"attachment_11816\" align=\"alignnone\" width=\"175\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\"><img class=\"wp-image-11816 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\" alt=\"Pressed Juicery Promotion\" width=\"175\" height=\"843\" \/><\/a> <em>Pressed Juicery puts wellness shots on display in this promotion.<\/em>[\/caption]\r\n\r\n<p>We love the minimalist S-curve design that puts these products front and center, with subtle details like an ombre color scheme with shots ranging from light to dark. And each shot has a separate \u201cOrder Now\u201d link, allowing for personalization based on the customer\u2019s preferred press.<\/p>\r\n<h4>Best Personalization: The Dyrt<\/h4>\r\n<p>With air travel taking a nosedive this year, it\u2019s no surprise that more folks packed up their RVs and hit the road instead. <a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a>, the leading camping app and community for outdoor enthusiasts, delivered in a big way with personalized campaigns.<\/p>\r\n<p>We just had to feature this weekly digest campaign in our <a href=\"https:\/\/reallygoodemails.com\/school\/welcome-to-rge-school\" target=\"_blank\" rel=\"noopener noreferrer\">RGE School<\/a> session on metadata with Really Good Emails, because of all the highly personalized details in every single section.<\/p>\r\n\r\n[caption id=\"attachment_11815\" align=\"alignnone\" width=\"281\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\"><img class=\"wp-image-11815 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\" alt=\"The Dyrt Personalization\" width=\"281\" height=\"675\" \/><\/a> <em>The Dyrt takes personalization to the max with this metadata-powered message.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s just list off the goodness here, shall we?<\/p>\r\n<ul>\r\n\t<li>Greeting by first name<\/li>\r\n\t<li>Countdown to this month\u2019s contest<\/li>\r\n\t<li>Individual contest names, regions and prize descriptions<\/li>\r\n\t<li>Leaderboard standings and points<\/li>\r\n\t<li>User-specific camper level with stats on reviews, photos, videos, edits and other contributions<\/li>\r\n<\/ul>\r\n<p>With the right technology, this advanced level of individualization becomes easier to accomplish, and <a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt uses the power of Iterable Catalog<\/a> to create personalized messages and recommendations. This campaign may be promoting camping contests, but The Dyrt\u2019s world-class personalization here is the real prize.<\/p>\r\n<h4>Best Overall: Drizly<\/h4>\r\n<p>Okay, technically we\u2019re featuring not one, but TWO, marketing campaigns from Drizly, because much like most of the email marketing community, we could not get enough of their wit and creativity in 2020.<\/p>\r\n<p>According to Kylie McCarthy, former Director of CRM at Drizly and one of Iterable\u2019s <a href=\"https:\/\/iterable.com\/marketing-masters\/kylie-mccarthy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>, the first campaign is one the team launched after they accidentally sent out a \u201cpersonalized\u201d email back in May, without any of the actual personalization\u2014just a whole lot of \u201cLorem Ipsum.\u201d But mistakes happen, and Drizly took the opportunity to show that their brand has a personality and a sense of humor with this apology email.<\/p>\r\n\r\n[caption id=\"attachment_11814\" align=\"alignnone\" width=\"427\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\"><img class=\"wp-image-11814 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly Apology Email\" width=\"427\" height=\"789\" \/><\/a> <em>Drizly wins over subscribers with this \u201coops\u201d email.<\/em>[\/caption]\r\n\r\n<p>From the eye-catching \u201clol, wtf was that\u201d subject line, to blaming the dog, to offering the \u201cLOREMIPSUM\u201d promo code, this is exactly how a brand says sorry right. The response to this apology email was overwhelmingly positive, even creating some social media buzz and resulting in this <a href=\"https:\/\/medium.com\/better-marketing\/how-drizly-turned-an-e-mail-blunder-into-a-brilliant-marketing-campaign-827eac9b82a0\" target=\"_blank\" rel=\"noopener noreferrer\">Medium article by Jon Torrey<\/a>. If you ever experience a marketing blunder, look no further than Drizly as a great example of how to handle it.<\/p>\r\n<p>And in case you thought Drizly was done delighting the email marketing community this year, behold the best CTA we\u2019ve seen in a long time: \u201cWhoop Jared Is.\u201d<\/p>\r\n\r\n[caption id=\"attachment_11818\" align=\"alignnone\" width=\"786\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM.png\"><img class=\"wp-image-11818 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM-e1608304674757.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly &quot;Whoop Jared Is&quot;\" width=\"786\" height=\"707\" \/><\/a> <em>Hats off to you, Jared, and the rest of the Drizly marketing team!<\/em>[\/caption]\r\n\r\n<p>With the subject line, \u201cI\u2019ve been here a year, so here\u2019s $3\u201d this email was impossible to ignore from the get-go and just kept getting better with each word, from the pandemic humor to \u201cThe Notebook\u201d reference. We shared this glorious message with <a href=\"https:\/\/www.facebook.com\/groups\/womenofemail\" target=\"_blank\" rel=\"noopener noreferrer\">Women of Email<\/a>, and it received over 200 likes and comments like, \u201cThis is the best email I\u2019ve ever gotten and I had to show 3-4 people.\u201d<\/p>\r\n<h3>Buh-Bye 2020<\/h3>\r\n<p>Even if you\u2019re just counting down the days for 2020 to end, these marketing campaigns proved that silver linings do exist, and there was still so much to celebrate this year. We\u2019re proud of all the marketers out there who pivoted their strategies, built new things, connected with empathy and made customers laugh along the way.<\/p>\r\n<p>Cheers to you all\u2014we at Iterable want to thank our customers for their support this year and wish everyone happy holidays. We\u2019ll see you in 2021!<\/p>","post_title":"It\u2019s Inspiration Time: The Best Marketing Campaigns of 2020","post_excerpt":"In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"best-marketing-campaigns-of-2020","to_ping":"","pinged":"","post_modified":"2020-12-18 09:33:13","post_modified_gmt":"2020-12-18 17:33:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11809","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 18, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Best Marketing Campaigns of 2020\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/best-marketing-campaigns-of-2020\/"},{"ID":11806,"post_author":"35","post_date":"2020-12-17 11:04:47","post_date_gmt":"2020-12-17 19:04:47","post_content":"<p>Trust is integral to relationships. It\u2019s one of the core needs in <a href=\"https:\/\/www.simplypsychology.org\/maslow.html\" target=\"_blank\" rel=\"noopener noreferrer\">Maslow\u2019s hierarchy of needs<\/a>. It\u2019s so integral, it is often seen as more important to a successful relationship <a href=\"https:\/\/www.bustle.com\/articles\/160467-11-things-that-are-more-important-than-love-in-a-relationship\" target=\"_blank\" rel=\"noopener noreferrer\">than even love<\/a>.\u00a0<\/p>\r\n<p>As the lines between people have blurred thanks to the global connectivity of technology, the prioritization of trust has become a deeply personal endeavor. For consumers and their personal data, trust has arguably become <em>the<\/em> top priority. After all, four out of five consumers say they need to be able to trust a brand to <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-03\/2020%20Edelman%20Trust%20Barometer%20Brands%20and%20the%20Coronavirus.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">do what is right<\/a> in order to buy from them.\u00a0\u00a0<\/p>\r\n<p>Sadly, trust that brands will do right by the consumer\u2014or humanity at large\u2014is at <a href=\"https:\/\/www.uvic.ca\/news\/topics\/2020+gustavson-brand-trust-index+media-release#:~:text=%E2%80%9CWhile%20trust%20in%20key%20institutions,the%20Gustavson%20School%20of%20Business.\" target=\"_blank\" rel=\"noopener noreferrer\">an all time low<\/a>. The precipitous growth in distrust can, in no small part, be attributed to how brands have used data.\u00a0<\/p>\r\n<p><a href=\"https:\/\/cookie-script.com\/all-you-need-to-know-about-third-party-cookies.html#:~:text=Since%20the%20late%201990s%2C%20online,use%20of%20third%2Dparty%20cookies.\" target=\"_blank\" rel=\"noopener noreferrer\">For decades<\/a>, brands have relied on third-party cookies as the quick path to personalization. As a result, so many consumers have deemed this to be invasive that <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&amp;text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">third-party cookies are on their way out<\/a>.\u00a0<\/p>\r\n<p>The announcement has left many brands wondering, \u201cwhere do we go from here?\u201d The answer is simple. You go back to the basics. You focus on trust.\u00a0<\/p>\r\n<h3>Hitting the Reset Button<\/h3>\r\n<p>The changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies. It\u2019s a matter of hitting the reset button briefly, taking stock of where your <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand sentiment<\/a> and trust stands in your customer base, and moving forward.<\/p>\r\n<h4>Navigating a Fluid Path<\/h4>\r\n<p>The increase in global connectivity mentioned above has pushed a double-edged sword onto brands.\u00a0<\/p>\r\n<p>On the one hand, marketers have myriad opportunities, touchpoints and channels to interact with consumers. The customer experience is <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">no longer linear<\/a> and can be personalized at the individual level with relative ease when compared to even just a few years ago.\u00a0<\/p>\r\n<p>On the other hand, however, the floodgates are wide open for breaches in trust and unsatisfying customer experiences.\u00a0<\/p>\r\n<p>Consumers are increasingly knowledgeable. They do <a href=\"https:\/\/transaction.agency\/ecommerce-statistics\/81-of-shoppers-research-their-product-online-before-purchasing\/\" target=\"_blank\" rel=\"noopener noreferrer\">their research<\/a>. They <a href=\"https:\/\/www.invespcro.com\/blog\/the-importance-of-online-customer-reviews-infographic\/\" target=\"_blank\" rel=\"noopener noreferrer\">read reviews<\/a> and explore their options. Even the slightest slip up in the customer experience can be <a href=\"https:\/\/corp.yonyx.com\/customer-support-2\/negative-impact-bad-customer-experience-business\/#:~:text=One%20bad%20customer%20experience%20can,for%20any%20negative%20customer%20experiences.\" target=\"_blank\" rel=\"noopener noreferrer\">costly<\/a> for brands.\u00a0<\/p>\r\n<p>The ideal customer experience bakes trust into every message and interaction. And you foster that trust by combining data with contextualized communications. The first step is identifying which data to use.<\/p>\r\n<h4>Not All Data Is Untrustworthy<\/h4>\r\n<p>When looking at data deemed trustworthy by a customer, brands have to look at the source. And the best source for data that users will trust: users.\u00a0<\/p>\r\n<p>Here\u2019s where first-party and zero-party data come in. You can read here for more about <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">how first- and zero-party data are used<\/a>, but for this discussion, it\u2019s important to focus on trust that comes inherently from using data implicitly (first-party) and explicitly (zero-party) provided by customers.\u00a0<\/p>\r\n<p>Consumers are looking for a customer experience that adheres closely to their values, preferences, likes and dislikes. Let them tell you each of these and more. In allowing your communications with customers to be more of a back-and-forth rather than one-sided, you are allowing customers to drive some of that experience with your brand.<\/p>\r\n<p>They get a say in how their time with you and your products is spent. Few things show mutual trust more than relinquishing power to the other side of the dynamic. Let your customers share their interests and preferences with you. Give them a voice.\u00a0<\/p>\r\n<p>Once you have your first- and zero-party data identified, you have to work insights from this data into the other piece of the trust puzzle: contextualized communications.<\/p>\r\n<h3>We\u2019re in This Together<\/h3>\r\n<p>Empathy is a <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">hot topic<\/a> in 2020. It is rare that an event like the pandemic brings the whole world together in a unified experience. And brands have had to call attention to this global disruption in their marketing campaigns.\u00a0<\/p>\r\n<p>For instance, healthcare workers this year have taken on a monumental task.\u00a0<\/p>\r\n<p>Shoe retailer <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Allbirds<\/a> noticed and created an opportunity for its customers to help out. The company established two channels for donations to occur to give back to the healthcare community in the best way they know: through shoes.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_9212\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9212\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-06-at-2.44.36-PM-1024x857.png\" alt=\"Allbirds COVID Response\" width=\"1024\" height=\"857\" \/> <em>If you need shoes for yourself or not, you have the option to donate a pair.<\/em>[\/caption]\r\n\r\n<p>Addressing context and being empathetic to varying situations that impact buying behavior builds trust that your brand is paying attention. It humanizes the experience to bring that back-and-forth connection between brand and user to the next level.\u00a0<\/p>\r\n<p>You appreciate when friends and family are empathetic; brands, in meeting expectations of a one-on-one experience, must utilize the data at their disposal to get a deeper understanding of how each customer is approaching the purchasing process.\u00a0<\/p>\r\n<p>A fact that is far too often forgotten when brands strategize is that we are all consumers. Marketers, executives, product teams\u2014we all have our own preferences, tastes, wants, needs, likes and dislikes.<\/p>\r\n<p>It\u2019s time the customer experiences reflects what we would enjoy ourselves.\u00a0<\/p>\r\n<p>Humanizing the experience as I lay out above instills a sense of trust in your customer experience strategies. It\u2019s trust that on the other side of that brand message is a person with the customer\u2019s best interest in mind.\u00a0<\/p>\r\n<p>Without this final, human element, the relationship retains a sense of formality, reducing it to a series of transactions rather than lifting it to the heights of where it should be: a long-term, trusted partnership.<\/p>","post_title":"Customers Prioritize Trust. So Should You.","post_excerpt":"The changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customers-prioritize-trust-so-should-you","to_ping":"","pinged":"","post_modified":"2020-12-17 11:04:47","post_modified_gmt":"2020-12-17 19:04:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11806","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 17, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Trust in Customer Experience\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/"},{"ID":11783,"post_author":"7","post_date":"2020-12-16 07:32:52","post_date_gmt":"2020-12-16 15:32:52","post_content":"<p><em>Built from email marketing, <a href=\"https:\/\/trendlineinteractive.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a> is an agency and consultancy that inspires meaningful engagement through cross-channel communications.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn why data needs to come before the design of dynamic content.<\/em><\/p>\r\n<p>You've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\"<\/p>\r\n<p>In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.<\/p>\r\n<h3>How Data and Design Work Together<\/h3>\r\n<p>Let's say you've heard a lot about <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">dynamic content<\/a>, and so you go to your email development team and say, \"Can you design me a template for dynamic content now? We can figure out the back end later.\"<\/p>\r\n<p>The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data sources or data files might not be reliable.<\/p>\r\n<p>Email design needs to accommodate \"graceful degradation\"\u2014a design term that means an email is designed for the viewing clients that support its features and has fallbacks built-in so the email can be viewed on older, less capable email clients. <em>(See the end of this post for an example.)<\/em><\/p>\r\n<p>When you let an email design get out ahead of your data, you end up with blank fields (like the dreaded \"Hello {{firstname}}\" failure). If you haven't planned for these incidents, your emails look like disaster zones to your customers, and that can sabotage your campaign success.<\/p>\r\n<h3>What You Need to Move Up to Dynamic Content<\/h3>\r\n<p>Dynamic content is an email component that changes automatically for each subscriber according to the data you have on that subscriber, such as preferences, opens and clicks, purchases, browsing and other behavior.<\/p>\r\n<p>Dynamic content can help you create emails that are as close to one-to-one communications with your subscribers as you can get at scale. They also deliver open and click rates that range from <a href=\"https:\/\/www.martechadvisor.com\/articles\/content-marketing\/what-is-dynamic-content-definition-types-strategy-best-practices-with-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">10% to 15% higher than static emails<\/a> and can even outperform triggered emails, like purchase confirmations or abandoned-cart follow-ups.<\/p>\r\n<p>But dynamic content also requires a healthy amount of subscriber or customer data, which determines which content the recipient will see and what content will display instead when you lack the necessary data.<\/p>\r\n<p>That's why designing for dynamic content requires forethought and strategy, as well as an understanding of how HTML works in email. Your creative team must account for the dynamic modules that will be hidden or replaced with alternate content if the message goes to subscribers without matching data.<\/p>\r\n<p>Verifying your data quality is a key part of the design process. It's as important as choosing images, writing copy or creating a call to action.<\/p>\r\n<p>If you don't first verify which of your data fields are unreliable and which are definitely unusable, you can't design the proper containers or eliminate content fields entirely from the design. Strategizing the user experience is extremely important when you have less control over the final output (that is, the output is not static).<\/p>\r\n<p>Simply put, when you get your data in order first before designing your email, you avoid having to correct errors, such as sending emails with blank or misconfigured fields.<\/p>\r\n<h3>\"Data Before Design\" in Action<\/h3>\r\n<p>This email is a monthly engagement statement that goes out to customers using an online yard management program. The first image shows the original template, which has 15 or more dynamic content modules in the complete form. It's designed to be highly flexible and allows for the stacking of additional content.<\/p>\r\n<p>The second image shows the same email but without the rich array of data fields that make the first image so engaging. Subscribers are less likely to keep this email in their inboxes for future reference and potential purchases.<\/p>\r\n<h4>Image #1: Dynamic email with full comprehensive data<\/h4>\r\n\r\n[caption id=\"attachment_11791\" align=\"alignnone\" width=\"496\"]<img class=\"wp-image-11791 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-1.png\" alt=\"Dynamic email with full comprehensive data\" width=\"496\" height=\"1472\" \/> <em>Source: Trendline Interactive<\/em>[\/caption]\r\n\r\n<p>The following data points are needed to create the full email above (as well as app deep links):<\/p>\r\n<p>Hero module:<\/p>\r\n<ul>\r\n\t<li>Month \/ Season<\/li>\r\n\t<li>Personalized lawn plan name<\/li>\r\n<\/ul>\r\n<p>Product #1 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Product #2 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Precipitation module:<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n\t<li>3 image states were used (not to scale of the amount needed)<\/li>\r\n\t<li>Local data<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Featured tip:\u00a0<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n<\/ul>\r\n<p>Lawn care recommendation:<\/p>\r\n<ul>\r\n\t<li>Lawn name<\/li>\r\n\t<li>Lawn plan<\/li>\r\n\t<li>Product name<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<h4>Image #2: Dynamic email with minimal data<\/h4>\r\n<p>The below image is an excellent example of graceful degradation. It's visually appealing, with no blank fields. But, without the wealth of data available in the first email, it becomes little more than another static email. Only the ZIP-code-based data pulled from customers'\u00a0 program accounts gives subscribers any useful information.<\/p>\r\n\r\n[caption id=\"attachment_11792\" align=\"alignnone\" width=\"448\"]<img class=\"size-full wp-image-11792\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-2.png\" alt=\"Dynamic email with minimal data\" width=\"448\" height=\"872\" \/> <em>Source: Trendline Interactive<\/em>[\/caption]\r\n\r\n<h3>Wrapping Up<\/h3>\r\n<p>Dynamic content helps brands create the kinds of emails that keep customers coming back to engage and buy. It's one of the advancements that keep email relevant and vibrant years after people claimed the channel was dead.<\/p>\r\n<p>But remember, that building an engaging email is much more than just effective subject lines and eye-catching designs, you must get your data house in order so you can deliver highly relevant content.<\/p>\r\n<p>If your data could use some help, <a href=\"https:\/\/trendlineinteractive.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a>\u2019s strategy and design experts can audit your data and put it to work to create emails your customers will love.<\/p>","post_title":"Dynamic Content: \"Data Before Design\" in Action","post_excerpt":"You've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\" Here's why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dynamic-content-data-before-design","to_ping":"","pinged":"","post_modified":"2020-12-16 08:51:44","post_modified_gmt":"2020-12-16 16:51:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11783","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 16, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of data before design\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dynamic-content-data-before-design\/"},{"ID":11789,"post_author":"7","post_date":"2020-12-15 07:25:19","post_date_gmt":"2020-12-15 15:25:19","post_content":"<p>Let\u2019s get it out of the way: 2021 will not have typical marketing trends.\u00a0<\/p>\r\n<p>In previous years we\u2019ve been able to make reasonably accurate predictions based on industry patterns. But in late 2020 those predictions are harder to make: The COVID-19 pandemic has upended nearly all facets of marketing strategy, sending marketers back to the drawing board.\u00a0<\/p>\r\n<p>After the roadblocks presented in 2020, <strong>what do marketers expect in 2021 when nobody knows what to expect?<\/strong><\/p>\r\n<p>To get a better sense of the year to come, Iterable set out to capture what\u2019s on the mind of today\u2019s marketers. We surveyed 500 business-to-consumer (B2C) marketers across the U.S. and U.K. to gauge their plans for 2021 and identify <strong>what really matters to marketers<\/strong>.\u00a0<\/p>\r\n<p>Here\u2019s what we found.<\/p>\r\n<h4>1. Martech stacks will leverage more data and automation for customer acquisition<\/h4>\r\n<p>Marketers\u2019 top three business priorities for 2021 are to increase new customer acquisition (65%), improve data management (44%) and optimize marketing automation workflows (41%).\u00a0<\/p>\r\n<p>These priorities align with the top three technologies respondents plan to add to their martech stacks next year as well: Marketing automation platforms, data warehouse\/customer data platforms, and data analytics platforms.\u00a0<\/p>\r\n<p>The alignment of business priorities and martech stacks shows that marketing teams are trying to streamline customer engagement through better use of data. We expect this initiative to stick throughout 2021 and beyond. If leveraged properly, marketers only stand to benefit from reaching customers more efficiently through automation and tailoring messages to unique customer data insights.\u00a0<\/p>\r\n<h4>2. Marketers will go all-in on AI and zero-party data<\/h4>\r\n<p>The vast majority of marketers (83%) said they\u2019re likely to include artificial intelligence (AI) as part of their 2021 marketing strategy. And 84% are currently developing or planning to develop AI capabilities in-house. 78% of marketers also plan to use zero-party data\u2014data given explicitly to a brand by customers\u2014to better personalize messaging experiences in 2021. The focus on these technologies indicates that brands are doing everything possible to earn precious market share through personalization as consumers continue <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">to spend less<\/a> during the pandemic.<\/p>\r\n<p>Marketers can leverage AI to better measure customer sentiment and curate more meaningful customer brand experiences. For example, most marketers currently use queries of never-ending customer signal sources or sift through billions of rows of engagement data to build a personalized brand experience. With <a href=\"https:\/\/www.prweb.com\/releases\/iterable_launches_ai_powered_brand_affinity_to_transform_customer_engagement_into_meaningful_experiences\/prweb17604006.htm\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a>, marketers can automatically calculate and classify customer sentiment to deliver effective messaging at scale.\u00a0\u00a0\u00a0<\/p>\r\n<p>While it\u2019s clear why brands want to invest in AI technology, marketers should consider the cost factors of developing AI capabilities in-house. Given the <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/technology\/ai-talent-challenges-shortage.html\" target=\"_blank\" rel=\"noopener noreferrer\">high shortage<\/a> of AI talent, hiring an in-house expert comes at a steep price. Furthermore, tasking an in-house expert to build a custom AI solution can be a <a href=\"https:\/\/medium.com\/source-institute\/what-does-ai-actually-cost-af6a3e5a1795\" target=\"_blank\" rel=\"noopener noreferrer\">significant financial burden<\/a>. For a more cost-effective and viable way to use AI, marketers are likely better off leveraging existing AI martech technology.\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<p>Zero-party data is also ready for a big jump in utilization as brands identify new customer data sources to leverage in place of third-party cookies, which Google plans to eliminate by 2022. And even though consumers consider data privacy to be important, they still <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">expect an individualized experience<\/a> from brands.<\/p>\r\n<p>Marketers can navigate this challenge with zero-party data by collecting data from consumers transparently and directly. Additionally, zero-party data gives marketers a <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">chance<\/a> to welcome consumers into a conversation with their brand as well as give them a share of voice and sense of partnership.\u00a0<\/p>\r\n<h4>3. Almost 90% of B2C brands will have an app by the end of 2021<\/h4>\r\n<p>More than 60% of marketers we surveyed said their company has a mobile app and nearly 28% plan to build one in 2021. Only 11% of companies without an app don\u2019t plan on building one next year.\u00a0<\/p>\r\n<p>Additionally, we found that marketers plan to increase their use of in-app channels (+7%), web push notifications (+5%) and mobile push notifications (+3%) from 2020 into 2021. This shift could be a result of the <a href=\"https:\/\/www.marketingcharts.com\/digital\/mobile-phone-114746\" target=\"_blank\" rel=\"noopener noreferrer\">significant boost in mobile usage<\/a> from consumers during the pandemic.<\/p>\r\n<p>The emphasis on in-app and push notifications further solidifies marketers\u2019 plans for AI and zero-party data in 2021, two components that lend themselves well to mobile consumer engagement. AI helps marketers better identify opportunities for customized push notifications and zero-party data can be acquired more easily through in-app offerings.\u00a0<\/p>\r\n<p>With marketers heavily investing in zero-party data and elevating in-app as a marketing channel, 2021 will solidify brand apps as a marketing standard as companies aim to create an ultra-personalized customer experience with more nuanced customer data.<\/p>\r\n<h4>4. COVID-19 concerns aren\u2019t going away<\/h4>\r\n<p>Nearly one-third (29%) of marketers said \u201cthe growing demand for convenience and safety\u201d is their primary business concern for 2021.<\/p>\r\n<h5>Top 3 business concerns for 2021 according to marketers<\/h5>\r\n<table style=\"border-collapse: collapse;width: 100%\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 91.5855%\">1. The growing demand for convenience and safety<\/td>\r\n<td style=\"width: 8.41448%\">29%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%\">2. Brand empathy perception (i.e., how much my company is perceived to care by its customers)<\/td>\r\n<td style=\"width: 8.41448%\">15%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%\">3. The disruption of loyalty (i.e., losing customers' loyalty)<\/td>\r\n<td style=\"width: 8.41448%\">14%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>The second and third biggest concerns for 2021\u2014brand empathy perception by customers and the disruption of customer loyalty\u2014are also related to the pandemic. This heightened concern indicates that customer preferences around COVID-19 aren\u2019t going away from marketers\u2019 plans anytime soon.<\/p>\r\n<p>Given that many consumers have been advised to stay home during the pandemic, the fact that 60% of 2020 marketing budgets increased or stayed the same suggests a greater reliance from brands on martech solutions to spur creative customer offerings.<\/p>\r\n<p>Marketers, in turn, had to innovate their customer experience to meet this stay-at-home need. As a result, many marketing teams likely shifted to martech solutions to better reach customers at home and provide safe, convenient offerings like curbside pickup, delivery and in-home entertainment.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<h3>What Does This All Mean for Marketers?<\/h3>\r\n<p>2020 propelled marketers to take back ownership of the customer experience and push the boundaries of their digital capabilities.\u00a0<\/p>\r\n<p>Evolving tech like zero-party data and AI can improve customer apps with a more personalized experience. And with customer acquisition top of mind for 2021, it\u2019s imperative that marketers set themselves apart from competitors with increased personalization as consumers limit spending amid the pandemic.\u00a0<\/p>\r\n<p>If you\u2019re looking to build a more personalized customer engagement strategy driven by automation and data, reach out to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo<\/a> of Iterable\u2019s cross-channel marketing platform.\u00a0<\/p>","post_title":"2021 Marketing Trends: Dissecting the Unexpected\u00a0","post_excerpt":"Iterable surveyed 500 B2C marketers across the U.S. and U.K. to gauge their 2021 marketing plans and identify what really matters to them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-dissecting-unexpected","to_ping":"","pinged":"","post_modified":"2020-12-15 07:25:19","post_modified_gmt":"2020-12-15 15:25:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11789","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 15, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2021 Marketing Trends\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/"},{"ID":11680,"post_author":"7","post_date":"2020-12-10 08:09:04","post_date_gmt":"2020-12-10 16:09:04","post_content":"<p>Marketers have been trying to understand and cater to people\u2019s feelings for decades. Just turn on the TV during any holiday or big event, like the Super Bowl, and there are hundreds of stories being told that will cater to a feeling.<\/p>\r\n<p>But in all reality, as a marketer, it\u2019s really difficult to understand how someone feels about your brand and then actually use that in campaigns.<\/p>\r\n<p>And even if you know today, tomorrow it may change. It\u2019s an evolving relationship that hopefully grows and deepens, but it isn\u2019t totally linear.<\/p>\r\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=XpaOjMXyJGk\" target=\"_blank\" rel=\"noopener noreferrer\">Dove ran a video story in 2013<\/a> where a former FBI-trained sketch artist was brought in to draw two pictures of people. First, a picture based on how they describe themselves and second based on how another person in the program described them. There were some staggering differences, and more importantly, some big smiles and feelings of joy that swept over the individuals (and me) as I watched the video.<\/p>\r\n<p>It\u2019s just an example of how stories, and marketing, can make us feel specific emotions towards a brand. These feelings can directly impact our purchasing decisions, and as marketers, we need to understand this behavior and appeal to how consumers feel.<\/p>\r\n<h3>How Feeling Impacts Consumer Behavior in Marketing<\/h3>\r\n<p>What\u2019s the last emotion you felt right before reading this? According to Rober Plutchik, emotions exist on a spectrum, and this spectrum ranges from love and joy, to fear and boredom. As you go through your day-to-day, it\u2019s likely you feel a range of these emotions based on what\u2019s happening at work or at home.<\/p>\r\n<p>And your audience feels the same way. In fact, the way your brand creates and communicates content can directly impact these feelings.<\/p>\r\n<p>According to <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener noreferrer\">Psychology Today<\/a>, consumer behavior plays an influential role in purchasing decisions, including:<\/p>\r\n<ul>\r\n\t<li>Functional magnetic resonance imaging (fMRI) shows that when evaluating brands, consumers primarily use emotions (experiences), rather than information (brand attributes, features).<\/li>\r\n\t<li>Studies show that positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments, which are based on a brand\u2019s attributes.<\/li>\r\n<\/ul>\r\n<p>Even just a quick search for any terms that tie together feelings and marketing results in an overwhelming amount of resources.\u00a0<\/p>\r\n<h3>Gauging Your Relationship with Your Audience<\/h3>\r\n<p>So why is it still so hard for marketers to understand how consumers feel about a brand?<\/p>\r\n<p>Let\u2019s be real\u2014because feelings change, and they change often. But beyond just that, if you want to understand how people feel about your brand, then it seems like a massive undertaking.<\/p>\r\n<p>First, it means gathering all of your cross-channel engagement data. Generally, you\u2019ll want data over a time period of six months or longer to avoid any seasonal impact, but this means information on email, mobile messaging, and more.<\/p>\r\n<p>Once you have this data, across all your different channels you want to measure, then you need to normalize it and ensure all these data points tie to specific individuals.\u00a0<\/p>\r\n<p>At this point, you may want your data science team to help gauge how engaged individuals are based on the data you collected.<\/p>\r\n<p>But here\u2019s another challenge\u2014from marketers I\u2019ve spoken with that have built manual programs like this\u2014this data just gives them a snapshot of feelings about the brand. Unless it\u2019s an ongoing program or analysis, it\u2019s insightful to your business, but not practical to actually use in a marketing campaign because what someone felt a day ago, or longer, may not be the case anymore. Even just beyond what they felt, actually operationalizing it into a campaign is a whole other arduous undertaking.\u00a0<\/p>\r\n<p>But now, there\u2019s an easier way.<\/p>\r\n<h3>Understand and Easily Reach Your Audience With Brand Affinity<\/h3>\r\n<p>Understanding how customers feel about your brand, in real time and across channels, can inform smarter strategies and help build an emotional connection with your audience. That\u2019s why <a href=\"https:\/\/www.prweb.com\/releases\/iterable_launches_ai_powered_brand_affinity_to_transform_customer_engagement_into_meaningful_experiences\/prweb17604006.htm\" target=\"_blank\" rel=\"noopener noreferrer\">we\u2019re excited to announce<\/a> Brand Affinity\u2122, an intelligent personalization solution powered by Iterable AI.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/R48cyBxz5gY[\/embed]<\/p>\r\n<p>Using Brand Affinity, marketers gain a unique advantage by being able to intelligently translate customer engagement across channels into deeper, more meaningful connections with their customers\u2014transforming the way you market and connect with your customers in a more authentic manner.\u00a0<\/p>\r\n<p>Marketers are now empowered to tune into their customers' feelings and harness the versatility of Brand Affinity across the Iterable platform to personalize the customer experience at every stage of the customer lifecycle.<\/p>\r\n<p>From discovering the perfect audience in segmentation, to tailoring customer journeys in Workflow Studio, to enriching the user experience with templates through dynamic content, brands can leverage Brand Affinity\u2014at a click of a button\u2014to match their customers with personalized experiences for each individual based on their affinity.<\/p>\r\n<p>And best of all, Brand Affinity\u2019s scores are calculated and updated on an ongoing basis, so there\u2019s no need to manually pull data or get your data science team to evaluate all your engagement. It\u2019s all available within Iterable\u2014without any of the headache\u2014giving you real-time insights to better understand and contextualize content and messaging to your audience over time.<\/p>\r\n<p>Ready to start building campaigns based on how your audience feels? Iterable customers can now utilize Brand Affinity wherever contact properties are available.<\/p>\r\n<p>If you would like to learn more about Brand Affinity or any of our Iterable AI solutions, please contact your Customer Success Manager or visit <a href=\"https:\/\/iterable.com\/ai\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/ai<\/a> for more information.<\/p>","post_title":"Brand Affinity: Bring the Power of Sentiment to Your Campaigns","post_excerpt":"Using Brand Affinity, an intelligent personalization solution powered by Iterable AI, marketers can build deeper connections based on customer sentiment.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-brand-affinity","to_ping":"","pinged":"","post_modified":"2020-12-10 10:23:10","post_modified_gmt":"2020-12-10 18:23:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11680","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 10, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/"},{"ID":11684,"post_author":"35","post_date":"2020-12-09 07:16:20","post_date_gmt":"2020-12-09 15:16:20","post_content":"<p>Remember the last time you received a promotional email that started with your first name? Did the inclusion of your first name\u00a0<em>really<\/em> affect your experience that much?<\/p>\r\n<p>\"{{first name}}, check out these products you've never previously shown interest in!\" Despite the address, this type of personalization doesn't build a longer-term relationship with users if you're not also providing relevant information to them.<\/p>\r\n<p>This is where dynamic content comes in to take you from personalization to individualization. Today's consumers are looking for an experience that shows marketers are paying attention to them. They want brands to use <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">data in a way that creates a memorable experience<\/a>.<\/p>\r\n<p>Without dynamic content, an inherent formality between the brand-customer relationship remains.<\/p>\r\n<h3>Charting the Path to Personalization<\/h3>\r\n<p>We did it, folks. We've officially reached the final pillar in our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core 4 pillars of personalization<\/a>.<\/p>\r\n<ol>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Segmentation<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lifecycle Mapping<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Building<\/a><\/li>\r\n\t<li><strong>Dynamic Content<\/strong><\/li>\r\n<\/ol>\r\n<p>After perusing all three playbooks linked in the list above, check out our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> to test your own personalization preparedness!<\/p>\r\n<p>But for now, let's take a quick look at what's in store for the last chapter of our series.<\/p>\r\n<h3>Introducing Our Dynamic Content Personalization Playbook<\/h3>\r\n<p>In our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a>, we walk you through the types of data needed to take your messaging from personalization to individualization. From there, we take you through a few tools that help turn your data into an optimal customer experience.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> here! Or if you're not convinced yet, here's a glimpse inside.<\/p>\r\n<h4>The Four Types of Data You Need to Create Dynamic Content<\/h4>\r\n<p>Let\u2019s talk about the four types of data you need to create dynamic content in your messaging:<\/p>\r\n<ol>\r\n\t<li>User attributes<\/li>\r\n\t<li>Event data<\/li>\r\n\t<li>External data<\/li>\r\n\t<li>Metadata<\/li>\r\n<\/ol>\r\n<p>We\u2019ll go through each type individually, with examples to illustrate.\u00a0<\/p>\r\n<h5>1. User Attributes<\/h5>\r\n<p>User attributes are the demographic and personal information you have on each and every one of your customers. Think of information like their first and last name, birthday, email address, and the date they subscribed to your list.\u00a0<\/p>\r\n<p>Typically, user attributes are submitted through a <a href=\"https:\/\/explore.reallygoodemails.com\/7-really-good-unsubscribe-pages-preference-centers-dbf7e838aea5\" target=\"_blank\" rel=\"noopener noreferrer\">Manage Subscriptions or User Preferences<\/a> page, like the one clothing retailer Mashburn uses below.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11686\" align=\"alignnone\" width=\"632\"]<img class=\"wp-image-11686 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/mashburn.png\" alt=\"Mashburn User Attributes\" width=\"632\" height=\"961\" \/> <em>Clothing retailer Mashburn asks customers whether they want to receive emails about their men\u2019s line, women\u2019s line, or both.<\/em>[\/caption]\r\n\r\n<p>Let us be clear: Brands need user attributes to do the bare minimum of personalization. However, relying exclusively on this date type has limits on how tailored your messaging can get, because it\u2019s the customer\u2019s responsibility to supply you with their information.<\/p>\r\n<p>You know that idiom of \u201cactions speaking louder than words?\u201d That\u2019s when personalization gets a little more interesting, with our next data type.<\/p>\r\n<p><strong>\u00a0<em>This is just a sneak peek of what's in the full playbook. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download it now<\/a> to see the other three types of data you need to create dynamic content.<\/em><\/strong><\/p>\r\n<h3>The Individualized Experience With Dynamic Content<\/h3>\r\n<p>Consumer expectations <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">have changed<\/a>. Base-level personalization just doesn't cut it anymore when looking to build a better customer experience. You need dynamic content to stay relevant and individualize the experience for each customer. The first step in making dynamic content possible is identifying, collecting, and managing the key data and tools available.<\/p>\r\n<p>In this short video, Iterable solutions consultant Nick Allen takes the principles of dynamic content and individualization and demonstrates how to execute them in Iterable. Using two hypothetical brands as examples, Nick shows how their experiences can be improved by properly utilizing different data types.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/_Gjfi1Toq4E[\/embed]<\/p>\r\n<p>As you can see, dynamic content makes a personal connection possible. It allows you as the marketer to move into a new level of personalization that fosters a deeper relationship with the user.<\/p>\r\n<p>With dynamic content driving messaging, you are opening the door for the customer's behavior to lead their journey rather than trying to fit each customer into a predetermined path. It's the type of fluid, dynamic relationship consumers desire.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the playbook<\/a> to see how dynamic content can help you connect with customers at the individual level.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"The Must-Have Data and Tools You Need for Dynamic Content","post_excerpt":"In our Personalization Playbook on Dynamic Content, you'll learn the types of data needed to take your messaging from personalization to individualization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"must-have-data-tools-dynamic-content","to_ping":"","pinged":"","post_modified":"2020-12-09 07:16:20","post_modified_gmt":"2020-12-09 15:16:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11684","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 09, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/must-have-data-tools-dynamic-content\/"},{"ID":11661,"post_author":"7","post_date":"2020-12-08 08:18:23","post_date_gmt":"2020-12-08 16:18:23","post_content":"<p>Voice technology is taking the world by storm, with no signs of slowing down. <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">Smart speaker adoption is faster than any other consumer technology<\/a>, and smart speaker use is <a href=\"https:\/\/quoracreative.com\/article\/voice-search-statistics-trends\" target=\"_blank\" rel=\"noopener noreferrer\">projected to rise to 55% by 2022<\/a>.\u00a0<\/p>\r\n<p>The rising trend in smart speaker use provides a window of opportunity for companies to establish a brand presence and amplify cross-channel marketing efforts. And <a href=\"https:\/\/www.linkedin.com\/in\/davidagaffney\/\" target=\"_blank\" rel=\"noopener noreferrer\">Davida Gaffney<\/a>, an Email\/Web Developer at <a href=\"https:\/\/iterable.com\/activate\/_schedule\/hey-alexa-how-do-i-integrate-voice-in-my-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">StorageMart<\/a>, knows this from firsthand experience.\u00a0<\/p>\r\n<p>During our inaugural virtual <a href=\"https:\/\/iterable.com\/activate\/recordings\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activate Live conference<\/a>, she discussed three ways you can integrate voice into your cross-channel messages and gain a competitive edge.\u00a0<\/p>\r\n<p>Don\u2019t worry\u2014you don\u2019t need coding skills for this because building a brand presence is easier and more accessible than you think.<\/p>\r\n<p>Curious to know how you can leverage voice in your cross-channel marketing? Then keep reading!\u00a0<\/p>\r\n<h3>About StorageMart<\/h3>\r\n<p>Headquartered in Columbia, Missouri, StorageMart is the largest privately-held, self-storage company in the world, offering convenient storage solutions throughout the U.S., Canada, and the U.K.\u00a0<\/p>\r\n<p>Davida, who supports a modest in-house marketing department, encounters challenges that accompany smaller teams. But trying new things (and bringing innovative solutions to the forefront) isn't one of them.\u00a0<\/p>\r\n<p>In this case, Davida's passion for innovative marketing solutions inspired her to create the company's first voice application and use it to provide basic information, generate leads, and create a better customer experience.\u00a0<\/p>\r\n<p>We'll later discuss the steps Davida took to build StorageMart's first voice application. But first, let's talk about the difference between voice applications and voice assistants and the benefits of leveraging voice technology.\u00a0<\/p>\r\n<h3>Why Use Voice Technology?<\/h3>\r\n<h4>Voice applications vs. voice assistants<\/h4>\r\n<p>People often use the terms \"voice applications\" and \"voice assistants\" interchangeably. However, it\u2019s important to distinguish between the two, so you can better understand what each entails.\u00a0<\/p>\r\n<p>Voice applications are speech-based interactions and capabilities set forth by the brand. As the name suggests, they rely on voice-based inquiries to process information and provide the right answers. Like mobile apps, you can enable or disable them on the device.\u00a0<\/p>\r\n<p>Currently, there are three major platforms for which to develop consumer-facing voice applications: Amazon, Google and Samsung. While the fundamentals of voice design remain the same across these platforms, each has its own way of naming and building its application. (Note that Apple doesn\u2019t support third-party voice development capabilities at present.)<\/p>\r\n<p>On the other hand, voice assistants are a type of voice application used through a voice user interface (VUI). They\u2019re the conduit for conveying information and executing commands. Unlike voice applications, voice assistants have unique personalities and characteristics that drive the overall voice experience for consumers across devices.<\/p>\r\n<table style=\"border-collapse: collapse;width: 100%;height: 72px\">\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Platform<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Amazon<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google<\/td>\r\n<td style=\"width: 25%;height: 24px\">Samsung<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Voice Application<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Skills<\/td>\r\n<td style=\"width: 25%;height: 24px\">Actions<\/td>\r\n<td style=\"width: 25%;height: 24px\">Capsules<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Voice Assistant<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Alexa<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google Assistant<\/td>\r\n<td style=\"width: 25%;height: 24px\">Bixby<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>Now that you know the difference between the two, let\u2019s move onto why you should take advantage of voice technology.\u00a0<\/p>\r\n<h3>Three Main Benefits of Voice Technology<\/h3>\r\n<h4>Benefit 1: Adoption\u00a0<\/h4>\r\n<p>We mentioned earlier that smart speaker adoption is faster than any other consumer device, including the radio, TV, computer, and smartphone. It took approximately five years for smart speakers to reach 50% adoption rate, whereas it took an average of roughly 13 years for the other devices to arrive at the same rate.<\/p>\r\n<p>Given this, it would behoove brands to capitalize on voice to achieve their marketing goals.<\/p>\r\n\r\n[caption id=\"attachment_11676\" align=\"alignnone\" width=\"926\"]<a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\"><img class=\"wp-image-11676 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-1.png\" alt=\"Graph: Adoption of Consumer Technology Penetration\" width=\"926\" height=\"572\" \/><\/a> <em>Source: <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. Census Bureau World Bank<\/a><\/em>[\/caption]\r\n\r\n<h4>Benefit 2: Authority<\/h4>\r\n<p>With voice, you have the chance to build your brand authority and make your brand the go-to data source for answers. For example, Alexa searches Skills before searching the web. Should your brand decide to go with Skills, you can create a robust knowledge base from which your users can access with a simple voice command.<\/p>\r\n\r\n[caption id=\"attachment_11679\" align=\"alignnone\" width=\"500\"]<img class=\"wp-image-11679 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-2.png\" alt=\"Image of Amazon Alexa\" width=\"500\" height=\"334\" \/> <em>Alexa (or any other voice assistant) can catapult your brand authority.<\/em>[\/caption]\r\n\r\n<h4>Benefit 3: Customer Experience<\/h4>\r\n<p>Using voice provides an immersive experience for your customers since it\u2019s fully integrated into their homes, cars, and lives. Whether they\u2019re working in the home office or watching TV in the living room, they can engage with your brand more conveniently and with less friction.<\/p>\r\n<p>What\u2019s more, voice technology lets you discover potential use cases and use them to address your customers\u2019 concerns in the future.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11678\" align=\"alignnone\" width=\"592\"]<a href=\"https:\/\/voicebot.ai\/\"><img class=\"wp-image-11678 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-3.png\" alt=\"Graph: Where Consumers Have Smart Speakers in 2020\" width=\"592\" height=\"718\" \/><\/a> <em>Source: <a href=\"https:\/\/voicebot.ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voicebot.ai<\/a><\/em>[\/caption]\r\n\r\n<p>Now that you know why you should use voice technology, let\u2019s talk about what tool you can use to build your first voice application.\u00a0<\/p>\r\n<h3>Tools to Use\u00a0<\/h3>\r\n<p>A good starting point is <a href=\"https:\/\/www.voiceflow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voiceflow<\/a>, a drag-and-drop tool that lets you build cross-channel communication workflows for Amazon Alexa and Google Assistant. Here\u2019s a list of some of its perks, according to Davida:<\/p>\r\n<ul>\r\n\t<li>It has great usability with pre-built integrations and custom coding functionalities.<\/li>\r\n\t<li>There\u2019s an active user community for hands-on support.<\/li>\r\n\t<li>There\u2019s solid documentation for you to reference at any time.<\/li>\r\n\t<li>There are lots of templates to choose from.<\/li>\r\n\t<li>It\u2019s free!<\/li>\r\n<\/ul>\r\n<p>Once you create the workflow, you can use it to <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480165-Creating-Triggered-Campaigns-\" target=\"_blank\" rel=\"noopener noreferrer\">trigger a custom event<\/a> on an Iterable campaign, ensuring a seamless experience for your customers.\u00a0<\/p>\r\n<p><strong>Pro tip<\/strong>: If you\u2019re using Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, your catalog (say, of store locations) can easily be referenced when interacting with a voice application, providing information to customers about your products or services (such as store hours, contact information, amenities and more).<\/p>\r\n<p>With this in mind, here are three easy ways you can incorporate voice to strengthen your cross-channel messages.\u00a0<\/p>\r\n<h3>3 Steps to Building Your Voice Application\u00a0<\/h3>\r\n<p>With Davida\u2019s experiment with Alexa, she applied the following steps to build StorageMart\u2019s first voice application, and you can too if you heed her advice.\u00a0<\/p>\r\n<h4>Step 1: Inform\u00a0<\/h4>\r\n<p>Your goal here is to establish a brand presence and put some basic brand information on the voice channel. For instance, Davida provided answers to these three questions:\u00a0<\/p>\r\n<ul>\r\n\t<li>Can I live in a storage unit?<\/li>\r\n\t<li>What sets StorageMart apart from the competition?<\/li>\r\n\t<li>Can I book short-term storage?<\/li>\r\n<\/ul>\r\n<p>Your company\u2019s FAQ is a good entry point since the information you need is readily available.\u00a0<\/p>\r\n<h4>Step 2: Extend<\/h4>\r\n<p>Enrich your customers\u2019 experience by expanding on existing content, adding new information, and building out views and channels. Figure out which additional resources you can access to deliver more relevant, value-driven content.<\/p>\r\n<p>Regardless of what you choose, be sure to make the responses sound more natural and conversational.\u00a0<\/p>\r\n<h4>Step 3: Transact<\/h4>\r\n<p>Your ultimate goal is to achieve conversions and ROIs with relevant CTAs, and connecting the voice experience to backend databases can help you get there. For example, Davida built her Alexa Skills to collect customer information for a phone call follow-up if the customer didn\u2019t find answers from the FAQ, which allowed her to generate leads.\u00a0<\/p>\r\n<p>It is also at this step where collaboration with your technical teams plays a major role. Davida partnered with <a href=\"https:\/\/www.linkedin.com\/in\/shawn-twenter-465b0b6a\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shawn Twenter<\/a>, IT Manager at StorageMart, to build and troubleshoot these voice technologies, as well as attend voice-related conferences and hackathons to develop their skills. Forging a partnership like theirs can bring immense value to your cross-channel marketing program and ultimately drive its success.<\/p>\r\n<p>So far, we talked about the difference between voice applications and voice assistants. We also discussed the \u2018what,\u2019 the \u2018why,\u2019 and the \u2018how\u2019 of voice applications.\u00a0<\/p>\r\n<p>Next: we\u2019ll talk about the pros and cons of voice technology and provide an example of how you can combine the power of voice with your cross-channel marketing.\u00a0<\/p>\r\n<h3>Cross-Channel Opportunity<\/h3>\r\n<p>Based on the examples we shared earlier, you\u2019ve probably gleaned that voice gives you the flexibility to go hands and sight-free and intuitively engage in a 1:1 conversation, thanks to its natural and low learning curve.\u00a0<\/p>\r\n<p>However, like many technological innovations, voice applications aren\u2019t perfect. The sensitive nature of this channel renders it unconducive to public use or during quiet time, whereas other channels allow users to engage with their device more covertly. Also, using voice isn\u2019t the best way to retain reference information for future use.\u00a0<\/p>\r\n<p>Another drawback is that voice applications are user-dependent, so if people don\u2019t engage with them frequently enough or don\u2019t know how to derive value from them, then all that work will be for naught.\u00a0<\/p>\r\n<p>The good news?\u00a0<\/p>\r\n<p>You can incite action (and fulfill your marketing goals) by finding the appropriate channel for each task. For illustration, check out this cross-channel workflow from StorageMart below.<\/p>\r\n\r\n[caption id=\"attachment_11677\" align=\"alignnone\" width=\"940\"]<img class=\"size-full wp-image-11677\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-4.png\" alt=\"StorageMart cross-channel use case with voice technology\" width=\"940\" height=\"162\" \/> <em>In this use case, StorageMart customers can give simple voice commands to pay their bills.<\/em>[\/caption]\r\n\r\n<p>Of course, there are multiple ways to incorporate voice, but the key is to understand how the voice channel fits into your overall campaign and make the experience as seamless as possible.\u00a0<\/p>\r\n<p>Need more ideas? Brainstorm with your team and come up with a few workflows based on some of your goals.\u00a0<\/p>\r\n<h3>Be Seen and Heard With Voice Technology<\/h3>\r\n<p>Voice technology is a force to be reckoned with. What was once considered a \u2018nice-to-have\u2019 is quickly becoming a \u2018must-have,\u2019 and when used correctly, it can help your brand stand out in the crowd.\u00a0<\/p>\r\n<p>While you don\u2019t need technical prowess to jumpstart your voice journey, a friendly chat with one of our Iterable team members might be what you need to pave a pathway for success.\u00a0<\/p>\r\n<p>Go ahead. <a href=\"https:\/\/iterable.com\/form\/demo\/cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo today<\/a>!<\/p>","post_title":"How to Integrate Voice Into Your Cross-Channel Marketing","post_excerpt":"At Activate Live, Davida Gaffney, Email\/Web Developer at StorageMart, discussed how to easily integrate voice technology into your cross-channel messages.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"integrate-voice-technology-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2020-12-12 16:19:07","post_modified_gmt":"2020-12-13 00:19:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11661","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 08, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of smart speaker and voice technology\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/integrate-voice-technology-cross-channel-marketing\/"},{"ID":11660,"post_author":"71","post_date":"2020-12-07 13:53:44","post_date_gmt":"2020-12-07 21:53:44","post_content":"<p>Every growth marketer knows that personalization is the secret sauce to getting more clicks, conversions and revenue. And yet, personalizing a message to every individual user in your database is more complicated than it should be, depending on the technology you\u2019re using.<\/p>\r\n<p>In this whitepaper, we discuss the discuss all things dynamic content, from strategy and marketing maturity, to the data and tools you need to level up your cross-channel campaigns.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The difference between personalization and individualization<\/li>\r\n\t<li>The four types of data you need to create dynamic content<\/li>\r\n\t<li>Three must-have tools for building an advanced personalization technology stack<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Dynamic Content","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-dynamic-content","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:04","post_modified_gmt":"2021-02-24 18:45:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11660","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"December 07, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/"},{"ID":11644,"post_author":"35","post_date":"2020-12-07 09:14:10","post_date_gmt":"2020-12-07 17:14:10","post_content":"<p>The last few years have imposed a lot of heavy acronyms imposed upon marketers. <a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\">GDPR<\/a>, <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener noreferrer\">CCPA<\/a>, and <a href=\"https:\/\/www.adjust.com\/glossary\/idfa\/\" target=\"_blank\" rel=\"noopener noreferrer\">IDFA<\/a> to name a few. All three of these drive consumer privacy and data protection regulation as consumer awareness and concerns mount.\u00a0\u00a0<\/p>\r\n<p>With Google announcing a <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&amp;text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">cookieless future<\/a> adding further complications to the mix, marketers will have to lessen their reliance on third-party data and increase their collection and activation of first-party (data given implicitly by customers) and zero-party data (data given explicitly by customers).<\/p>\r\n<p>Understandably, this puts added pressure on marketers working under limited time, resources and budget.\u00a0<\/p>\r\n<p>But this, arguably, is a great opportunity for everyone. First- and zero-party data are usually more accurate and truthful than data collected externally, as they come directly from the customer. What could be more relevant than information straight from the source?<\/p>\r\n<h3>Meeting Heightened Expectations With Data<\/h3>\r\n<p>Many brands were already on a path to greater customer-centricity, but COVID and social unrest have put a heavy foot on the accelerator and made this shift an imperative. Brands will be challenged to drive a customer experience that <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">meets growing expectations<\/a> of individualization.\u00a0<\/p>\r\n<p>To keep pace, brands must understand the evolving definitions of \u201cvalue\u201d and \u201cexperience\u201d as differentiating factors, understand how individual customers define and prioritize those qualities relative to themselves, and then personalize and contextualize their messaging to align with what is most important to each person, while still remaining authentic to brand identity and voice.\u00a0<\/p>\r\n<p>It takes a lot of data and insight to drive that level of personalization.\u00a0<\/p>\r\n<p>Collecting that data transparently\u2014and directly\u2014allows brands to invite customers into a conversation, giving them a share of voice and a feeling of partnership.<\/p>\r\n<p>On the other side of the coin, customers are increasingly aware of the value and power of their data, so they expect an equal exchange of personal data for personalized experiences and value. It\u2019s a covenant.<\/p>\r\n<h3>Context Is Key<\/h3>\r\n<p>Personalizing the customer experience to meet customer expectations starts with the gathering and utilization of first- and zero-party data in context.<\/p>\r\n<p>First-party data, such as behavior signals, will continue to play a crucial role in driving growth, but it should also be balanced and contextualized by information asked directly of, and provided directly by, the customer.\u00a0<\/p>\r\n<p>Most marketers are well attuned to the most critical customer signals (opens, clicks, downloads, purchases, etc.) and have strategies in place to act upon these to drive more opens, clicks, downloads and purchases.\u00a0<\/p>\r\n<p>History has shown these can be effective to elicit \u201cresponses\u201d from consumers, but real meaningful and sustainable engagement comes when marketers understand the context, the \u201cwhy\u201d and \u201cfor what\u201d for each customer\u2019s actions.<\/p>\r\n<p>The meat of a brand-consumer relationship lies in the mutual understanding of intrinsic personal motivations that are the real driving force behind the actions we take as customers.\u00a0<\/p>\r\n<p>Zero-party data is the key to unlocking that context and delivering personalized experiences that matter. But the quality of zero-party data is often contingent upon when and how it was collected.<\/p>\r\n<h3>Making the Most of First- and Zero-Party Data<\/h3>\r\n<p>Let\u2019s start with the \u201chow.\u201d\u00a0<\/p>\r\n<p>Account profiles are usually the best method for customers to self-identify who they are and what they need, so marketers should think about adding fields to help bring more context to primary data points.\u00a0<\/p>\r\n<p>It\u2019s understandable to purposely choose to keep profiles slim to reduce friction and attrition of sign-up. Alleviate this worry by making additional fields optional and available for those willing to use them.<\/p>\r\n<p>Any missing data can then be collected via other methods, such as progressive profiling in welcome\/onboarding campaigns, in-app functionality, and polling via landing pages or light box pop-ups.\u00a0\u00a0<\/p>\r\n<p>Surveys and forms can also be utilized to fill profile gaps, but they should avoid sounding too formal as many customers sometimes submit responses that are more aspirational than truthful.\u00a0 Asking single questions or gamifying the survey with images or humor can be effective tactics to elicit more truthful responses that result in higher relevance.\u00a0<\/p>\r\n<p>First- and zero-party data aren\u2019t limited to welcome and onboarding campaigns. Here are a few common collection points beyond the initial customer interactions:<\/p>\r\n<ul>\r\n\t<li>Website<\/li>\r\n\t<li>Mobile apps<\/li>\r\n\t<li>Email and mobile campaigns<\/li>\r\n\t<li>Social media<\/li>\r\n\t<li>Digital ads<\/li>\r\n\t<li>Video \/ OTT<\/li>\r\n\t<li>In-store \/ In-person events<\/li>\r\n\t<li>Customer service \/ Call center<\/li>\r\n\t<li>Chatbots<\/li>\r\n<\/ul>\r\n<p>The tipping point of first- and zero-party data usage is your brand\u2019s ability to start a dialogue. Modern consumer expectations drove the traditional one-sided brand-consumer relationship into obsolescence. Today consumers want control of their data and their voice, the tactics above give users the power to dictate the level of personalization they can expect.<\/p>\r\n<h3>First- and Zero-Party in Practice<\/h3>\r\n<p>I\u2019m a <a href=\"https:\/\/www.brooksrunning.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brooks<\/a> fan-boy and love their use of personalization in customizing nearly every aspect of their customer experience. From the very first welcome message, Brooks sets the expectation that it\u2019s about the customer, not the brand, and seeks to understand more about YOU by asking who you are, what you do, and where.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11645\" align=\"alignnone\" width=\"144\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11645\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/how-do-you-run-144x1024.png\" alt=\"First and Zero Party Data in Practice\" width=\"144\" height=\"1024\" \/><\/a> <em>Brooks opens the doors for a dialogue from the get-go. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>The customer makes their selections, the value preference is recorded in the database, and this information is then used to segment and personalize the context of content, copy, workflow and journey sequence of subsequent messages. It\u2019s a great strategy to contextualize data points for users by placing the product (running shoes) into the eventual use case (e.g. trail running). The transparent manner in which this is done builds trust by exposing the data collection process and allowing the customer to self identify.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11646\" align=\"alignnone\" width=\"124\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11646\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/new-trail-running-colors-and-deals-124x1024.png\" alt=\"Use of Zero Party Data\" width=\"124\" height=\"1024\" \/><\/a> <em>Deliver on promises by using the data to improve the individual experience. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>In the subsequent email, Brooks has clearly and immediately delivered upon the customer expectation by personalizing and contextualizing the entire experience around the zero-party data provided in the preceding email.\u00a0<\/p>\r\n<p>This individualization strategy is a critical component of the Brooks brand value. They know that you can buy running shoes anywhere, and that customers may come to Brooks for the shoes, but they stay for the value of experience, knowledge and utility that Brooks has built around the buying process, allowing runners to get more out of the product and their chosen activity.<\/p>\r\n<h3>Putting It All Together<\/h3>\r\n<p>Personalization of this kind may seem high effort, but it really needn\u2019t be.<\/p>\r\n<p>By changing a few simple words and images using dynamic insertion, Brooks contextualized the messaging to align with, and strum the resonant chords of each individual\u2019s intrinsic motivations. In doing so, Brooks maintains a steady flow of intent and interaction, resulting in exponential increases in engagement, conversion, loyalty and retention.\u00a0\u00a0<\/p>\r\n<p>The value of using first- and zero-party data in context in messaging such as this really shouldn\u2019t be underestimated. Accenture reports that <a href=\"https:\/\/www.digitaltrends.com\/social-media\/why-consumers-are-increasingly-willing-to-trade-data-for-personalization\/#:~:text=But%20while%2073%20percent%20of,personal%20information%20is%20being%20used\" target=\"_blank\" rel=\"noopener noreferrer\">73% of consumers<\/a> prefer to do business with brands who use personal info to create personalized experiences.\u00a0<\/p>\r\n<p>You need to build relationships with customers in order to deliver a great experience. At the core of that relationship (as with any relationship) is how you communicate.\u00a0\u00a0<\/p>\r\n<p>Because they come from the customer directly, first-party and zero-party data offer the most clear and explicit communication signals on what, how, when, and where to deliver the most meaningful and relevant experience customized to each individual. Without that, we\u2019re merely guessing, and guessing is best left to picking lottery numbers.<\/p>\r\n<p><em>For more about changing customer expectations and building a relationship that lasts, check out \"<a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Key to Crafting a Memorable Customer Experience<\/a>.\"<\/em><\/p>","post_title":"First-Party and Zero-Party Data: The Path Forward","post_excerpt":"With changes to data collection imminent, we outline how to best utilize first- and zero-party data to enhance the customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"first-party-and-zero-party-data-the-path-forward","to_ping":"","pinged":"","post_modified":"2020-12-07 09:14:10","post_modified_gmt":"2020-12-07 17:14:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11644","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 07, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/"},{"ID":11596,"post_author":"10","post_date":"2020-12-03 09:00:59","post_date_gmt":"2020-12-03 17:00:59","post_content":"<p><em>Mixpanel's mission is to increase the rate of innovation by helping companies build better products through data. Headquartered in San Francisco, Mixpanel serves over 26,000 companies from different industries around the world.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn how to build better customer experiences with advanced product analytics.<\/em><\/p>\r\n<p>As marketers, many of you are judged on your ability to position products while attracting and warming up qualified leads. But without the proper data on how customers get value from their products, you\u2019re left guessing about what customers love most.<\/p>\r\n<p>Data-led marketers know they need to implement <a href=\"https:\/\/mixpanel.com\/blog\/the-difference-between-product-analytics-and-marketing-analytics-and-why-you-need-both\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a> to drive their product experience forward, but many fail to harness these insights in a productive way. Instead, they get stalled in one stage of analytics maturity, never progressing to a higher level that will improve their customers\u2019 experience of\u2014and affinity with\u2014their product significantly.<\/p>\r\n<p>But what, exactly, does product analytics maturity mean? At <a href=\"https:\/\/mixpanel.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, we think about it in terms of these three elements:<\/p>\r\n<ul>\r\n\t<li>Collecting the right data<\/li>\r\n\t<li>Asking the right questions<\/li>\r\n\t<li>Using data for cross-functional product decision-making<\/li>\r\n<\/ul>\r\n<p>Product analytics is the foundation for understanding the factors that drive conversion, engagement, and retention\u2014incredibly valuable information for developing a more personalized marketing program.<\/p>\r\n<p>As you begin to think about the customer journey in a more sophisticated way, you\u2019ll start to ask more complex questions about users, and you\u2019ll need a product analytics solution that can help you answer them. If you neglect to do this, you are limited in your ability to advance the sophistication of your marketing campaigns.<\/p>\r\n<p>But before you explore what a mature approach to product analytics can help you do, it helps to understand where you currently stand so you can move closer toward your business goals.<\/p>\r\n<h3>What analytics maturity means for your business (and your users)<\/h3>\r\n<p>Having a grasp of your stage of analytics maturity enables you to build a technology stack based on an understanding of your user journey from end to end. Not only will you better understand your users\u2019 journeys, but you\u2019re empowered to act on your knowledge and create deeper relationships with your customers.<\/p>\r\n<blockquote>\r\n<p><em>\u201cGood marketing is compelling. But great marketing connects with customers on a subsurface level. It\u2019s empathetic and it\u2019s inclusive, and it strums the resonant chords within us.\u201d<\/em><\/p>\r\n<p>~ Garin Hobbs | Director of Deal Strategy, Iterable | <a href=\"https:\/\/streetfightmag.com\/2020\/10\/23\/brands-struggle-to-strike-the-right-tone-this-holiday-season\/#.X6mSl5NKjUI\" target=\"_blank\" rel=\"noopener noreferrer\">StreetFightMag<\/a><\/p>\r\n<\/blockquote>\r\n<p>That\u2019s the ultimate goal of product analytics and marketing analytics working in sync\u2014understanding customers better, and in turn, improving the customer experience over the course of the entire lifecycle.<\/p>\r\n<p>Product analytics maturity matters because it can help you:<\/p>\r\n<ul>\r\n\t<li><strong>Build (and promote) the right things:<\/strong> You can only build products that users will love if you monitor their engagement and levels of satisfaction. With a product analytics tool, you can use data to optimize onboarding flows, re-engage inactive user groups, and identify your power users. As you launch new features or products, you can track how each user cohort responds, helping you build and better promote products over time.<\/li>\r\n\t<li><strong>Support the critical initiatives:<\/strong> Leverage that same data to remove friction points from your customers\u2019 journeys. Whether it\u2019s onboarding or re-engagement, leaning into product usage data can help guide strategic marketing initiatives and drive engagement.<\/li>\r\n\t<li><strong>Equip teams to move faster:<\/strong> Customers and their expectations evolve quickly. With real-time user insights, you can enable your marketing team to create campaigns that rapidly respond to consumer trends.<\/li>\r\n\t<li><strong>Help you get closer to your goals:<\/strong> Enable product and marketing teams to impact key metrics and measure how successfully their activities deliver key customer experiences.<\/li>\r\n<\/ul>\r\n<h4>Product analytics for the growth marketer<\/h4>\r\n<p>We all know that no two customers are alike. This is why tools like Iterable exist to help teams communicate and engage with customers in hyper-individualized and relevant ways. As you serve more complex customer segments, you\u2019ll need a more advanced approach to analytics to deliver a more personalized journey.<\/p>\r\n<p>In order to deliver highly personalized experiences, brands need to:<\/p>\r\n<ul>\r\n\t<li><strong>Validate hypotheses about customer differences with data:<\/strong> Every customer is different, and will use your product for different reasons. Use data to validate hunches about the characteristics of various groups\u2014from basic demographic information to more specific criteria, like how they engage with your product.<\/li>\r\n\t<li><strong>Distinguish core behavior and outcome metrics:<\/strong> Split outcomes and test different messaging flows for engagement and lifecycle throughput.<\/li>\r\n\t<li><strong>Save cohorts:<\/strong> When you find important splits in your users behavior, record them as various cohorts (e.g. trial user, first time purchaser, recently upgraded) and target each group with specific messages that align to their unique experiences.<\/li>\r\n<\/ul>\r\n<p>Product analytics can help you achieve all of the above. And while it can seem overwhelming at first, it doesn\u2019t have to be.<\/p>\r\n<blockquote>\r\n<p><em>\u201cBecause our product and marketing are omnichannel, it\u2019s really easy to see the entire journey a user takes\u2014from acquisition to moving through one of our hundreds of funnels, to ultimately purchasing a policy.\u201d<\/em><\/p>\r\n<p>~ Gil Sadis | VP of Product | Lemonade<\/p>\r\n<\/blockquote>\r\n<p>When your marketing platform is connected with your product analytics tool, you can see how customers are not only moving from end-to-end, but also the levels of influence your messaging has on that movement.<\/p>\r\n<p>Companies that use advanced solutions in other areas of their work\u2014i.e. advanced personalization\u2014will find that they don\u2019t have to crawl through novice stages. They can bridge the gap quickly by implementing the right tool, asking the right questions, and using data for cross-functional decision making.<\/p>\r\n<h3>So, what does analytics maturity look like in practice?<\/h3>\r\n<p>Mixpanel breaks down analytics maturity into five stages ranging from non-existent to expert. Again, these stages are broken down into consecutive\u2014but not necessarily sequential\u2014order.<\/p>\r\n<h4>Stage 0-1: Companies new to data adoption<\/h4>\r\n<p>In this stage, companies have little to no product analytics capabilities. They make decisions based on something other than product data\u2014limited customer feedback, intuition, or assumptions about user behavior. As a result, marketers are likely only scratching the surface of their campaign personalization potential.<\/p>\r\n<p>For example, a company that is implementing personalization in their marketing tactics for the first time is likely to be in the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">reactive personalization stage<\/a>. If you\u2019re in this stage, you can implement simple tactics\u2014like using basic customer attributes (i.e. names, birthdays, or system events), but you can\u2019t do further targeting.<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>What behaviors lead users to purchase or to refer a friend?<\/li>\r\n\t<li>What acquisition channels are driving traffic?<\/li>\r\n\t<li>What\u2019s my conversion rate to the product?<\/li>\r\n\t<li>How can I use campaigns to solicit these similar data points in a non-invasive way?<\/li>\r\n<\/ul>\r\n<p>Acquisition questions are a good starting point, but they don\u2019t give you insight into customer engagement or retention. Without those insights, you\u2019ll have major blindspots on the level of your <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer loyalty<\/a>\u2014a key indicator of a business\u2019s long-term viability. This is why marketers (and their cross-departmental colleagues) need to implement something more than Google Analytics.<\/p>\r\n<p>For example, a new ridesharing app just launched and they are still in this novice stage. They may have a non-existent or small customer base with very little customer feedback. The most data they have is likely related to their website, but otherwise they don\u2019t know how their product is being used. They will need to start asking questions to move on to the next stage. Once they define the questions they want to answer, they can start collecting data and putting it to use.<\/p>\r\n<h4>Stage 2-3: Data is driving decisions and greater customization<\/h4>\r\n<p>In this intermediate stage of analytics maturity, you have a better sense of what questions you want to answer beyond acquisition-related factors and are willing to put the resources into discovering answers. However, you aren\u2019t completely established in your data collection and analysis process.<\/p>\r\n<p>When it comes to personalization, teams in this stage are in the proactive personalization stage. At this point, you combine user and event data with externally managed data. You can send messages to smaller, targeted segments that are based on customer behaviors and third-party data (e.g. geo-specific or personal interest).<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>Where in my funnel do users drop off?<\/li>\r\n\t<li>What are the most common user journeys?<\/li>\r\n\t<li>What sequences of actions lead my users to upgrade their membership?<\/li>\r\n\t<li>What campaigns must we create or improve to further influence action within the product?<\/li>\r\n<\/ul>\r\n<p>These are foundational questions that can only be answered by integrating your customer lifecycle marketing data with your product analytics data. Once you\u2019re able to answer these, you can start to adjust your marketing campaigns with what you see in-app, or on your website.<\/p>\r\n<p>In this stage, it\u2019s common for businesses to realize they need some additional solution to their Business Intelligence (BI) tool. Even though teams are using data and asking more sophisticated questions, they can\u2019t answer them fully or turn data into productive action.<\/p>\r\n<p>Back to our ridesharing app. The app has now gained customers and knows that data will guide its product development, but they\u2019re still hazy on which tools to invest in. If they\u2019re committed to using accurate data, they\u2019ll need to ask more of their analytics tool and process.<\/p>\r\n<h4>Stage 4-5: Unified goals and advanced tooling<\/h4>\r\n<p>In the advanced and expert stages of product analytics, you can assess what\u2019s happening to your product, and identify patterns related to these events. At the highest level (\u201cexpert\u201d), no decision is made without the use of product analytics.<\/p>\r\n<p>With this level of attention put towards analytics, you can start implementing individualization. Individualization is formed from dynamic relationships between user attributes and detailed product data. This one-to-one approach is based on profile, behavioral, <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle data points<\/a> to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>How do marketing launches cause changes in specific user behaviors or my primary metrics?<\/li>\r\n\t<li>How do all my A\/B tests affect key metrics over time, and which of them are worth continuing?<\/li>\r\n\t<li>How many times do users repeat a given step in a funnel before moving on to the next step, and how does that affect conversion rates?<\/li>\r\n<\/ul>\r\n<p>In this stage, businesses use multiple user journey solutions. When it comes to team member ownership\u2014analytics in this stage is an all hands on deck process. Every team member knows their role in using the analytics tool, and uses it regularly.<\/p>\r\n<p>For example, you can set up a personalization campaign using a growth marketing platform like Iterable, then push the data associated with in-app interactions to Mixpanel to answer those critical questions. By integrating advanced, customer-oriented platforms, marketing and product decisions are both data-based and closely aligned.<\/p>\r\n<p>Our ridesharing app has now got their tools and systems in place. They\u2019ve invested in a product analytics tool that is reliable, scalable, and can answer endless questions about their customers. The tool is helpful for marketing and product teams alike, giving their customers awesome experiences from start to end.<\/p>\r\n<p>But it doesn\u2019t stop here. It takes work to continuously stay an \u201cexpert\u201d at product analytics and individualization. Teams must stay up-to-date on the product analytics tool and new team members must be onboarded properly.<\/p>\r\n<p>Implementing product analytics and individualization at scale is a continuous process, and as your product launches new features or services, you\u2019ll need team members to continuously ask the right questions, know how to collect the data, and make future decisions together.<\/p>\r\n<blockquote>\r\n<p><em>\u201c...Getting someone to register is only half the battle. Do our users continue to engage? Do they complete the onboarding process? Do they bail and delete their accounts. We\u2019ve instrumented in these key elements of participation in Mixpanel, which means that for each landing page, we can see how many people complete actions that correlate with being longer-term users...This information helps our product and marketing teams understand which campaigns are, in fact, working the best to drive users that will continue using Personal Capital for the long run.\u201d<\/em><\/p>\r\n<p>~ Vince Maniago | VP of Product Management | Personal Capital<\/p>\r\n<\/blockquote>\r\n<h3>Understanding where you\u2019re at to understand customers better<\/h3>\r\n<p><em>\u201cNo company is too small to prepare to collect, organize, and analyze data \u2014 it\u2019s the foundation of building great products and accelerating your growth in product analytics maturity.\u201d<\/em><\/p>\r\n<p>Brands want to build intimate relationships with their customers. But just like one-to-one relationships between friends, brands need to understand their customers. They need to understand their likes and dislikes, needs, passions, and behaviors.<\/p>\r\n<p>There\u2019s no way to do that at scale without accurate data\u2014and a way to make sense of it all. This is why product analytics are a marketer\u2019s best friend. And guess what? You don\u2019t even have to be a data scientist to use one. <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, for example, allows users without technical expertise to self-serve answers to their questions about users.<\/p>\r\n<p>There\u2019s no \u201cright\u201d time to start implementing product analytics. But the sooner you get started, the sooner you can start harnessing data to build experiences that customers love.<\/p>\r\n<p>To learn more about product analytics maturity, read Mixpanel\u2019s new guide: <a href=\"https:\/\/mixpanel.com\/content\/product-analytics-strategy\/get-started\/\" target=\"_blank\" rel=\"noopener noreferrer\">Advance Your Product Analytics Strategy<\/a>.<\/p>","post_title":"Advanced Product Analytics, Better Customer Experiences","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"advanced-product-analytics-better-customer-experiences","to_ping":"","pinged":"","post_modified":"2020-12-03 09:00:59","post_modified_gmt":"2020-12-03 17:00:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11596","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 03, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":134,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mixpanel Product Analytics for Marketing Decisions\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/advanced-product-analytics-better-customer-experiences\/"},{"ID":11595,"post_author":"7","post_date":"2020-12-01 08:47:04","post_date_gmt":"2020-12-01 16:47:04","post_content":"<p>What does your Boxing Day strategy look like?<\/p>\r\n<p>If you live in the U.K. or Commonwealth countries, like Canada, Australia, or New Zealand, your plans for the Dec. 26 shopping extravaganza are either locked down already, or you at least have some sort of idea, but you'll think about it after you get through Black Friday, Cyber Monday, Christmas and all the other emails in between.<\/p>\r\n<p>In the United States, Boxing Day barely registers (unless your customers are Brit expatriates or devotees of \"Downton Abbey\"). So, it doesn't figure into many e-commerce email marketing plans, aside from some brands with a cross-border audience.<\/p>\r\n<p>Boxing Day's significance as a shopping driver has fallen over the last couple of years, but it could get more oomph this year thanks to fortuitous timing (it falls on a shopper-friendly Saturday) and the boom in digital shopping thanks to the pandemic.<\/p>\r\n<p>If Boxing Day is part of your plan\u2014or you need a fresh theme to make your post-Christmas emails stand out in the inbox\u2014now is a good time to create a memorable campaign that could get you closer to achieving your 2020 business goals.<\/p>\r\n<h3>What Is Boxing Day?<\/h3>\r\n<p>Boxing Day has several origin stories, but these are two of the most common traditions:<\/p>\r\n<ul>\r\n\t<li>Churches opened their alms-collection boxes and distributed the monies to the poor.<\/li>\r\n\t<li>Wealthy families presented gift boxes (or packaged-up holiday leftovers, or money) to their house staff, or businesses gave their employees gifts and the day off (unless you worked for Scrooge &amp; Marley).<\/li>\r\n<\/ul>\r\n<p>However you define it, Boxing Day is part of the cultural zeitgeist in many parts of the world. It's a bank holiday in the U.K., a statutory holiday in Canada and one of the National Public Holidays in Australia\u2014meaning banks, offices and schools are closed. In the past, it was a big in-store shopping day, but that could be different this year.<\/p>\r\n<h3>Why Boxing Day Could Be Bigger in 2020<\/h3>\r\n<p>Although Boxing Day remains a major shopping day, it has lost some ground to Black Friday in recent years. In 2019, <a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">a SimilarWeb analysis<\/a> found total traffic on Boxing Day to the top 100 shopping sites in the U.K. declined by 6% from 2018. Visits that went past the landing page and were more likely to contribute to a conversion fell 13% in 2019.<\/p>\r\n<p>SimilarWeb attributed that decline to uncertainty over Brexit and December parliamentary elections. Boxing Day also fell on a Thursday.<\/p>\r\n<p>This year, however, Boxing Day is on Saturday, so the official holiday is observed on Monday. That gives shoppers more time to hunt for bargains and potentially extends your Boxing Day campaigns by a couple of days.<\/p>\r\n<p>Also, digital shopping is predicted to grow in 2020 thanks to the combination of renewed <a href=\"https:\/\/www.bbc.com\/news\/explainers-52530518\" target=\"_blank\" rel=\"noopener noreferrer\">lockdowns and other restrictions in the U.K.<\/a> <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2020-11-20\/canadian-businesses-brace-for-more-shutdowns-with-virus-surging\" target=\"_blank\" rel=\"noopener noreferrer\">and Canada<\/a>, and <a href=\"https:\/\/coresight.com\/research\/us-survey-update-discretionary-categories-see-online-uptick-as-more-consumers-avoid-stores-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">a continued reluctance by consumers to shop in stores<\/a>.<\/p>\r\n<h3>5 Quick Tips for Better Boxing Day Emails<\/h3>\r\n<p>Many e-commerce email campaigns for Boxing Day follow a Black Friday format, beginning with a preview email sent the day before, timed offers throughout the day and a \"last chance\" campaign sent the following day. Aggressive bargains lead the message.<\/p>\r\n<p>These tips can help you tune up your present Boxing Day strategy or introduce the concept to a new audience.<\/p>\r\n<h4>1. Look at past shopping habits to time email sends<\/h4>\r\n<p><a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">SimilarWeb's analysis<\/a> found Boxing Day traffic generally parallels Black Friday. It starts to grow early in the morning, peaking first around noon, then mid-afternoon and a final surge in early evening.<\/p>\r\n<p>Use what you know about customer shopping habits to do some real-time testing around email send times. If you don't have Boxing Day history to draw from, Black Friday shopper behavior could be your guide.<\/p>\r\n<p>The retailer boohoo U.K. sends campaigns throughout the day, matching SimilarWeb's traffic patterns. The email below is the brand's closing campaign of the day, framed as the \"last gift\" and using animation to highlight the offer and expiration.<\/p>\r\n\r\n[caption id=\"attachment_11603\" align=\"alignnone\" width=\"648\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11603 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-1-boohoo.png\" alt=\"boohoo UK 40% off everything sale\" width=\"648\" height=\"1296\" \/><\/a> <em>boohoo U.K. uses animated email to signal the end of its Boxing Day campaign. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Put bargains in the spotlight<\/h4>\r\n<p>People have gift cash and cards to spend. Retailers have to clear out merchandise before the end of the fiscal year. It's a match made in bargain-hunting heaven.<\/p>\r\n<p>So, don\u2019t be coy about your offers. But your message still has to stand out in a noisy inbox, and that's what this Reitmans message does well.<\/p>\r\n<p>The subject line doesn't mince words: \"\ud83d\udd25Up to 70% off? AND 10%