[{"ID":107113,"post_author":"79","post_date":"2023-01-26 09:06:22","post_date_gmt":"2023-01-26 17:06:22","post_content":"<p>There has been a lot of chatter about AI recently. Enough that a search for AI leads to almost <a href=\"https:\/\/www.google.com\/search?q=ai&amp;oq=ai&amp;aqs=chrome..69i57j46i131i199i433i465i512l2j0i131i433i512j46i131i199i433i465i512j69i61l2j69i60.1000j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener\">9.5 trillion results<\/a> in under half a second. As a content marketer, hearing about AI like ChatGPT creating decent content in a matter of seconds is initially jarring, if not slightly worrying. (I went into full <a href=\"https:\/\/www.youtube.com\/watch?v=ObWrdYQ_6xY\" target=\"_blank\" rel=\"noopener\">fire drill mode<\/a>.)<\/p>\r\n<p>What could take me and my peers 30 minutes\/an hour\/sometimes even longer, now is done instantly with a properly-worded prompt. \u201cWrite me a 1,000 word article on the impact of personalized marketing.\u201d Typing that sentence alone takes as long as <a href=\"https:\/\/openai.com\/blog\/chatgpt\/\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> takes to write it.<\/p>\r\n<p>Terrifying.<\/p>\r\n<p>But, as with any progression through the stages of grief, after briefly panicking about my job being replaced by algorithms, I landed at acceptance. To be clear, this isn\u2019t acquiescence. It\u2019s an acceptance that AI\u2019s role in marketing is not really a replacement, but rather an enhancement. It\u2019s a starting point for ideas. An efficiency booster. A time saver. A collaborator.<\/p>\r\n<p>So, I figured rather than trying to swim upstream, I\u2019d see what it\u2019s all about and hear it from the source. I asked ChatGPT what it thinks its role in marketing is and got\u2026surprising results. I\u2019d even go so far as to say the answers are measured and logical. From an algorithm! Who would\u2019ve guessed?<\/p>\r\n<h3>An Interview With ChatGPT<\/h3>\r\n<p><strong>What is AI\u2019s role in marketing?<\/strong><\/p>\r\n<p><em>Artificial intelligence (AI) can play a significant role in marketing by helping companies automate and optimize various tasks, such as personalizing content and offers, identifying patterns in customer data, and predicting future behavior. This can improve the efficiency and effectiveness of marketing campaigns, leading to better engagement and conversion rates. Some specific examples of AI applications in marketing include natural language processing (NLP) for chatbots and voice assistants, computer vision for image and video analysis, and machine learning (ML) for predictive analytics and personalization.<\/em><\/p>\r\n<p>(The focus of \u201cefficiency and effectiveness\u201d here is crucial to understanding how we as marketers should be approaching AI. No rip and replace here [*phew*]. Just force multipliers, to borrow a buzzy term.)<\/p>\r\n<p><strong>How would you recommend marketers use ChatGPT?<\/strong><\/p>\r\n<p><em>There are several ways marketers can use ChatGPT:<\/em><\/p>\r\n<ul>\r\n\t<li><em>Content creation: ChatGPT can be used to generate high-quality, unique content such as blog posts, product descriptions, and social media posts.<\/em><\/li>\r\n\t<li><em>Chatbot development: ChatGPT can be used to build conversational chatbots that can engage with customers and provide them with information or assistance.<\/em><\/li>\r\n\t<li><em>Personalization: ChatGPT can be used to personalize communication with customers by generating tailored responses based on their preferences and behavior.<\/em><\/li>\r\n\t<li><em>Lead generation: ChatGPT can be used to generate leads by engaging with potential customers in a conversational manner.<\/em><\/li>\r\n\t<li><em>Sentiment analysis: ChatGPT can be used to analyze customer feedback and reviews, to identify patterns and sentiments that can be used to improve products or services.<\/em><\/li>\r\n\t<li><em>Product suggestion: ChatGPT can be used to suggest products to customers based on their search and browsing history.<\/em><\/li>\r\n\t<li><em>Email Campaigns: ChatGPT can be used to generate personalized, automated email campaigns that can be triggered by certain actions or conditions.<\/em><\/li>\r\n<\/ul>\r\n<p><em>Marketers should be aware that ChatGPT is a machine learning model and thus will require a certain level of technical know-how and data to be used effectively.<\/em><\/p>\r\n<p>(Like anything, it takes some adoption to really harness the power. But the wide variety of use cases here is encouraging. Remember how bad we all were at Googling things 15-20 years ago? That\u2019s where we\u2019re at with AI right now. It\u2019ll take practice and experimentation.)<\/p>\r\n<p><strong>Where do you see the future of AI in marketing?<\/strong><\/p>\r\n<p><em>I see the future of AI in marketing as being very promising. Here are a few ways AI is likely to impact the field of marketing in the future:<\/em><\/p>\r\n<ul>\r\n\t<li><em>Personalization: AI will enable marketers to personalize communication with customers on an unprecedented level, providing them with highly relevant and targeted content and offers.<\/em><\/li>\r\n\t<li><em>Automation: AI will automate many of the repetitive and time-consuming tasks that marketers currently have to do manually, such as data analysis and email campaigns.<\/em><\/li>\r\n\t<li><em>Optimization: AI will be able to optimize marketing strategies in real-time, using data and machine learning algorithms to identify the most effective tactics and adjust them as needed.<\/em><\/li>\r\n\t<li><em>Predictive analytics: AI will enable marketers to predict customer behavior and preferences, which can help them identify new opportunities and make better decisions.<\/em><\/li>\r\n\t<li><em>Deep learning: AI will enable marketers to harness the power of deep learning algorithms, which can help them to analyze and interpret large volumes of data more effectively.<\/em><\/li>\r\n\t<li><em>Voice assistants and chatbots: AI-powered chatbots and voice assistants will become more sophisticated and will be able to provide customers with more personalized and responsive customer service.<\/em><\/li>\r\n\t<li><em>Influencer marketing: AI will help to identify and target the most effective influencers for a particular campaign, and automate the process of reaching out to them.<\/em><\/li>\r\n\t<li><em>Measurement and attribution: AI will enable marketers to accurately measure the ROI of their campaigns, and allocate budget more efficiently.<\/em><\/li>\r\n<\/ul>\r\n<p><em>Overall, AI is likely to revolutionize the way marketers work by automating many of their tasks and providing them with powerful new tools and insights that will help them to reach and engage with customers more effectively.<\/em><\/p>\r\n<p>(We\u2019re getting a bit repetitive now. Same topics, without personality. At this point, the human element of creativity and tone of voice becomes a question\u2026)<\/p>\r\n<p><strong>Does AI limit creativity?<\/strong><\/p>\r\n<p><em>AI can be a powerful tool to assist and augment human creativity, but it is not without its limitations. There are a few ways in which AI may limit creativity:<\/em><br \/>\r\n<em>Algorithm-based thinking: AI relies on algorithms and data to generate content and ideas, which can lead to a more formulaic and predictable output. This can limit the scope for creative experimentation and originality.<\/em><\/p>\r\n<ul>\r\n\t<li><em>Lack of context: AI may struggle to understand and interpret the cultural, historical, and social context of a creative project, which can limit its ability to generate meaningful and relevant content.<\/em><\/li>\r\n\t<li><em>Lack of emotional intelligence: AI may lack the emotional intelligence to understand and express the human experience, which can limit its ability to generate content that resonates with audiences on an emotional level.<\/em><\/li>\r\n\t<li><em>Dependence on data and training: AI's performance is limited by the quality of the data and training it receives. Therefore, the AI output may be biased or limited in scope due to the data it's been trained on.<\/em><\/li>\r\n\t<li><em>Lack of human touch: AI may lack the human touch and intuition that is often essential for creating truly memorable and impactful creative work.<\/em><\/li>\r\n<\/ul>\r\n<p><em>It's important to note that AI is still in its early stages of development and as the technology advances, we may see AI being able to overcome some of these limitations. Additionally, the best approach to use AI in creative endeavors is to use it as a tool to assist and augment the human creative process, rather than replace it.<\/em><\/p>\r\n<p>(Oh no\u2026it\u2019s already self aware!)<\/p>\r\n<h3>Don\u2019t Fear the (AI) Reaper<\/h3>\r\n<p>Yep. Definitely in the acceptance stage. Couldn\u2019t have said the above any better myself! Although maybe with a bit more personal flair and pizzazz.<\/p>\r\n<p>There\u2019s a lot to unpack above, but the biggest takeaway is that AI is simultaneously versatile beyond measure, but not without its limitations.<\/p>\r\n<p>Human connection in marketing requires humanity, and empathy, and authenticity, and colloquialisms that an AI algorithm can\u2019t quite replicate. It\u2019s why we talk about the Activation Gap at Iterable. You have the data, and you may even have AI tools to help you use it. But to actually engage with customers, you have to understand them as the individuals they are.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Optimization Suite<\/a> helps you close that gap while saving time and resources to focus on that human connection. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to learn more. In the meantime, I\u2019m going to go back and ask ChatGPT what\u2019s in store for my future. Wish me luck.<\/em><\/p>\r\n<hr \/>\r\n<p>And, as an added piece of fun, here\u2019s a ChatGPT original blog post:<\/p>\r\n<p><strong>Can you write me a 500-word blog post about how ChatGPT helps marketers?<\/strong><\/p>\r\n<p><em>ChatGPT is a powerful language model developed by OpenAI that has the ability to generate high-quality, unique text. This makes it an incredibly valuable tool for marketers, as it can help them to create content, build chatbots, personalize communication, generate leads, and analyze sentiment.<\/em><\/p>\r\n<p><em>One of the key ways in which ChatGPT helps marketers is by enabling them to generate high-quality, unique content quickly and efficiently. Whether it's blog posts, product descriptions, or social media posts, ChatGPT can help marketers to create compelling and engaging content that resonates with their target audience. This can help to increase brand awareness, drive traffic to a website, and ultimately, boost sales.<\/em><\/p>\r\n<p><em>Another way in which ChatGPT can help marketers is by building chatbots. ChatGPT can be used to create conversational chatbots that can engage with customers and provide them with information or assistance. This can help to improve the customer experience, increase brand loyalty, and ultimately drive sales. ChatGPT-powered chatbots can be used to handle customer inquiries, provide product recommendations, and even handle sales transactions.<\/em><\/p>\r\n<p><em>ChatGPT can also be used to personalize communication with customers. By analyzing customer data and preferences, ChatGPT can generate tailored responses that are highly relevant and targeted to each individual customer. This can help to increase engagement and drive sales, as customers are more likely to respond positively to personalized communication.<\/em><\/p>\r\n<p><em>Another way in which ChatGPT can help marketers is by generating leads. By engaging with potential customers in a conversational manner, ChatGPT can help to identify and nurture leads, increasing the chances of converting them into paying customers.<\/em><\/p>\r\n<p><em>ChatGPT can also be used to analyze customer feedback and reviews, which can help marketers to identify patterns and sentiments that can be used to improve products or services. This can help to increase customer satisfaction and ultimately boost sales.<\/em><\/p>\r\n<p><em>In addition, ChatGPT can be used to suggest products to customers based on their search and browsing history. This can help to increase conversion rates and drive sales, as customers are more likely to be interested in products that are tailored to their individual preferences and interests.<\/em><\/p>\r\n<p><em>Finally, ChatGPT can be used to generate personalized, automated email campaigns that can be triggered by certain actions or conditions. This can help to increase engagement and drive sales, as customers are more likely to respond positively to personalized communication.<\/em><\/p>\r\n<p><em>In conclusion, ChatGPT is a powerful tool that can help marketers to create high-quality, unique content, build chatbots, personalize communication, generate leads, analyze sentiment, suggest products, and generate automated email campaigns. By harnessing the power of ChatGPT, marketers can increase engagement, drive sales, and ultimately, boost their bottom line.<\/em><\/p>","post_title":"AI\u2019s Role in Marketing, According to ChatGPT","post_excerpt":"I asked ChatGPT what it thinks its role in marketing is and got surprising results. From an algorithm! Who would\u2019ve guessed?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ais-role-in-marketing-according-to-chatgpt","to_ping":"","pinged":"","post_modified":"2023-01-26 09:06:22","post_modified_gmt":"2023-01-26 17:06:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107113","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 26, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"ChatGPT Blog Writing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ais-role-in-marketing-according-to-chatgpt\/"},{"ID":107010,"post_author":"79","post_date":"2023-01-24 06:11:44","post_date_gmt":"2023-01-24 14:11:44","post_content":"<p>In September of last year, we announced Iterable\u2019s exciting plans to expand our operations to Australia and New Zealand (ANZ). While we have long been on a path of rapid growth, over the last few years we\u2019ve gained incredible momentum. In fact, a few months before our ANZ announcement, we celebrated surpassing the 1,000 customer milestone with NASDAQ in New York. We also have customers in nearly 50 countries around the world, and opened up our first international office in London nearly three years ago. I suppose you could say that we\u2019re no strangers to business abroad.<\/p>\r\n<p>While we\u2019re certainly proud of our image as a high-speed martech disruptor, our true passion is customer success. We succeed when our customers succeed and we are driven by our commitment to providing unmatched support to our growing customer community. That\u2019s what made our expansion to ANZ so exciting\u2014it not only enabled our expansion in a booming region, but brought us closer to more brands and businesses that need our expertise.<\/p>\r\n<p>Now, almost six months after our expansion was announced, I thought it was high-time I shared more about myself, Iterable\u2019s new ANZ operations, and what makes our team (and this region) so special.<\/p>\r\n<h3>Hi, I\u2019m Jeremy<\/h3>\r\n<p>The first thing I do when I introduce myself to my international colleagues is explain where I work: Australia. People\u2019s reactions never cease to entertain me\u2014there are a lot of smiles, gasps of amazement, and glimmers of jealousy because I work \u201cDown Under\u201d. The following few minutes are filled with questions about Australia, like, \u201cHow is the surfing at your local beach? (Most people assume I surf, which, shockingly, I don\u2019t). It\u2019s only after I\u2019ve been through a few Australian anecdotes that I can give some quick fire facts:<\/p>\r\n<ul>\r\n\t<li>I\u2019ve spent the last 16 years in the SaaS industry in the UK, EMEA, ASIA and now ANZ.<\/li>\r\n\t<li>I love the passion and energy people get from technology and how it not only helps solve business problems, but can be an enabler to do good in the world.<\/li>\r\n\t<li>One of my personal values is \u201ccuriosity.\u201d This has always served me well as our industry is constantly innovating and we, our partners, and our customers are always pushing the status quo. I get excited about how I can help them achieve their goals.<\/li>\r\n\t<li>I\u2019m passionate about the success of others\u2014I want my colleagues, my team, our customers, and our communities to prosper. When I see or hear about their successes it gives me a great sense of pride!<\/li>\r\n<\/ul>\r\n<h3>Why I Chose Iterable<\/h3>\r\n<p><em>\u201cHi Jeremy, looking forward to our catch up this afternoon. Let me know what coffee you would like!\u201d<\/em><\/p>\r\n<p>This was the first message I received from Iterable CEO and co-founder, Andrew Boni. I should have known from that message that our meeting would blow me away. He was incredibly open, inspiring, humble, and kind. I left our meeting feeling excited and was \u201call in\u201d and ready to lead the charge for Iterable in ANZ.<\/p>\r\n<p>Leading Iterable\u2019s founding team in this new region, it was really important for me that our team felt like a natural extension of the company, rather than a satellite organisation. To do so, I knew I really needed to embrace all things Iterable. There is a real sense of connection and humility across the organisation, so reaching out to other Iterators for support has never been hard.<\/p>\r\n<p>Within the first few months, I had the pleasure of meeting so many vibrant and intelligent Iterators, both while I was in San Francisco and virtually. Iterators are renowned for their curiosity, compassion, and conviction and lean into their creative sides and entrepreneurial spirit. Every Iterator I meet reminds me of why this company is such a fantastic workplace and why it\u2019s the right place for me and my team!<\/p>\r\n<p>Iterable\u2019s focus on people comes across everyday\u2014from our focus and continuous investment in everyone's professional development, to the launch of our global mentorship program, Iterable\u2019s efforts have such a positive impact on the success of every individual, which in return has seen the business thrive.<\/p>\r\n<p>The opportunity to learn and grow, work closely with customers, and have an impact on people's careers and lives gets me excited. And, to be able to do all of this with a company that has values that align with my personal values, in an industry and region I know and love, is a dream come true.<\/p>\r\n<h3>Iterable\u2019s Opportunity in the ANZ Market<\/h3>\r\n<p>There\u2019s a quote from Bobby Unser, a famous American automobile racer, that perfectly answers the question of \u201cwhy\u201d when it comes to Iterable expanding to Australia: \u201cSuccess is where preparation and opportunity meet.\"<\/p>\r\n<p>Iterable has been preparing for its expansion since the beginning. When Andrew Boni founded the company in 2013, he knew the platform would help organisations connect with their customers and drive growth by delivering joyful experiences. The company started in San Francisco, expanded to Denver, New York, and London and is bringing the opportunity of joyful experiences to Australia\u2014a region that is ready for relationship-building and ready for Iterable.<\/p>\r\n<p>There are so many reasons why Australia was the perfect market opportunity for Iterable, but my favourite four are, as follows:<\/p>\r\n<ul>\r\n\t<li><strong>Value Alignment<\/strong>: When I became a citizen of Australia, I was introduced to the term 'Mateship\u2019. Mateship is friendship and camaraderie. In business, it\u2019s equality, loyalty, and trust. There is a genuine focus here of looking out for each other and supporting each other\u2019s successes. It\u2019s a value that Australia\u2014and Iterable\u2014is built on.<\/li>\r\n\t<li><strong>Cultural Cohesion<\/strong>: I\u2019d be remiss if I didn\u2019t also touch on ANZ\u2019s business culture, which is incredibly relationship-centric. Customers are the only reason brands exist, so it is important we take time to listen, communicate transparently, operate with the highest level of integrity, and ensure we are there to support our customers when issues arise. Our team focuses on the success of our customers and building long lasting and trusted relationships.<\/li>\r\n\t<li><strong>Modernization<\/strong>: In ANZ, brands are looking to adopt more modern technology that allows them to tap into their customer data. It\u2019s incumbent on Iterable to meet these growing needs, which is why we\u2019re constantly iterating on the product and how we go to market. The market is ready and Iterable, as a modern customer communication platform, is uniquely positioned to help organisations close the Activation Gap by providing brands with access to their data, allowing them to deliver joy to their customers.<\/li>\r\n\t<li><strong>Technological Adoption<\/strong>: Although we are seeing a lot of uncertainty across the world, the tech industry is still very strong and we are seeing both new start ups and legacy brands pivot to adapt to newer technology. This adoption of new technology is fueled by the need for businesses to provide the best customer experience in a very noisy and competitive market.<\/li>\r\n<\/ul>\r\n<p>Iterable is renowned for our focus on our customers. In fact, we were recently named a <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-customers-choice-in-gartners-peer-insights-2022\/\" target=\"_blank\" rel=\"noopener\">\u201cCustomers\u2019 Choice\u201d vendor in the Gartner\u00ae Peer Insights\u2122 Voice of the Customer: Multichannel Marketing Hubs<\/a> report. Not only do we see an opportunity to expand our customer community in ANZ, but we\u2019re leveraging this growth to form deeper connections with our current customers in the region, build roots in the local community, and share knowledge and information with our partners in the region. Part of delivering joy to our customers is being there to iterate and celebrate alongside them..<\/p>\r\n<h3>What\u2019s Next?<\/h3>\r\n<p>A lot has happened in the six months since we launched in Australia\u2014our reception across the region has been fantastic. The community has been friendly, warm, and excited. They want to grow and expand and they\u2019re ready right now.<\/p>\r\n<p>But, as the first team in any region will know, branching out in a new area is not easy. I am so grateful to our customers we have here for being so open and passionate about our journey. We have a huge opportunity ahead of us and it\u2019s critical that while we grow the region we continuously embody our values: Balance, Trust, Humility, and, of course, a Growth Mindset.<\/p>\r\n<p>We have hired an amazing local team of individuals who embrace challenges, are ambitious, are highly motivated to learn, and are connected as one team. I have a deep sense of responsibility for everyone in our team and I know that we can all achieve amazing things together.<\/p>\r\n<p><em><span style=\"font-weight: 400;\">Want to see our incredible team in action? Join Iterable April 17-19 in San Francisco for <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\">Activate Summit North America.<\/a>\u00a0<\/span><\/em><\/p>","post_title":"The Lowdown from Down Under: Thoughts from ANZ VP & Country Manager, Jeremy Smith","post_excerpt":"I thought it was high-time I shared more about myself, Iterable\u2019s new ANZ operations, and what makes our team (and this region) so special.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-lowdown-from-down-under-thoughts-from-anz-vp-country-manager-jeremy-smith","to_ping":"","pinged":"","post_modified":"2023-01-24 06:11:44","post_modified_gmt":"2023-01-24 14:11:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107010","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 24, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Jeremy Smith, ANZ\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-lowdown-from-down-under-thoughts-from-anz-vp-country-manager-jeremy-smith\/"},{"ID":106986,"post_author":"79","post_date":"2023-01-20 12:19:57","post_date_gmt":"2023-01-20 20:19:57","post_content":"<p>Retargeting is a term we, as marketers, have heard tossed around in a variety of different contexts\u2014ad retargeting, web retargeting, social retargeting, etc. \u201cRetargeting\u201d has evolved to serve as a semi-vague umbrella term for a swath of personalized marketing techniques. So, to understand it a bit better, we\u2019re going to focus on just one (kinda): email retargeting.<\/p>\r\n<p>According to <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-retargeting-what-it-is-and-how-it-works\/\" target=\"_blank\" rel=\"noopener\">Campaign Monitor<\/a>, \u201cemail retargeting is a marketing tactic that helps [brands] reintroduce a specific product to a particular audience.\u201d While we agree, we also want to expand on this definition. Retargeting doesn\u2019t necessarily need to be product-related but, instead, should focus more on the customer journey.<\/p>\r\n<p>You\u2019re probably already somewhat familiar with retargeting via email, so let's talk about some examples of how you can adapt these to a cross-channel retargeting campaign with your mobile, web, social, and any other channels you have at your disposal.<\/p>\r\n<h3>Email Retargeting in a Cross-Channel Strategy<\/h3>\r\n<p>While email is consistently proven to be a powerful marketing channel, today\u2019s customers expect us to use more than just email. With channels like SMS, push notifications, mobile inbox, and even direct mail available, there are multiple ways to connect customers. The trick, however, is having these channels communicate with one another to create a cohesive experience\u2014regardless of where and how the customer interacts with your brand.<\/p>\r\n<p>As users interact with your brand, retargeting emails can be triggered to send automatically, without a heavy manual lift. But\u2014and here\u2019s where cross-channel marketing comes into play\u2014these interactions can extend beyond just those completed on your website. Users can interact with your different marketing channels\u2014app, mobile site, direct mail, etc.\u2014and, based on those interactions, you can send the same types of automated retargeting emails.<\/p>\r\n<p>Let\u2019s revisit some examples of retargeting emails with the cross-channel marketing lens.<\/p>\r\n<h4>Completing a User Profile<\/h4>\r\n<p>As a user goes through your onboarding process, they may be asked to fill out their preferences as part of a user profile. This step could get skipped as users often want to jump right into using a product. (Think about any streaming service asking you to select shows you like when you first create your account.) But, their online profile is important for your brand because it holds valuable information that could inform future marketing messages.<\/p>\r\n\r\n[caption id=\"attachment_106987\" align=\"alignnone\" width=\"1192\"]<img class=\"size-full wp-image-106987\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-complete-your-profile-2023-01-17-11_53_26-edit.png\" alt=\"LinkedIn Email Retargeting\" width=\"1192\" height=\"1606\" \/> <em><a href=\"https:\/\/www.linkedin.com\/\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a> sent this retargeting email asking users to complete their profiles and add job preferences. Source: Really Good Emails.<\/em>[\/caption]\r\n\r\n<p>With centralized data and the ability to track the actions they\u2019ve completed on various marketing channels, you can see that the customer not only hasn\u2019t completed their profile, but they haven\u2019t downloaded your mobile app yet either. After a certain amount of time has passed, you can send a retargeting email encouraging them to download the app and fill out their profile. The email can feature a link to the app store, making it easy to access if the user is on their phone. If they download the app, but still don\u2019t complete their profile, you can send additional emails or mobile inbox messages that link the user directly to the profile setup page within the app.<\/p>\r\n<h4>Abandoned Cart<\/h4>\r\n<p>A more traditional example of email retargeting is the <a href=\"https:\/\/iterable.com\/articles\/what-is-a-cart-abandonment-campaign\/\" target=\"_blank\" rel=\"noopener\">abandoned cart<\/a> email. A user could be shopping on your retail website, add a shirt to their online cart, but then leave the site without purchasing said shirt. As soon as they left your site, a retargeting email could be triggered to send, featuring the shirt they left behind. To sweeten the deal and entice the user to make the purchase, some brands may also offer a discount code or free shipping.<\/p>\r\n\r\n[caption id=\"attachment_106993\" align=\"alignnone\" width=\"1316\"]<img class=\"size-full wp-image-106993\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-did-you-forget-something-away-2023-01-20-14_55_01-edit.png\" alt=\"Away Abandoned Cart Email\" width=\"1316\" height=\"1368\" \/> <em>Luggage brand, <a href=\"https:\/\/www.awaytravel.com\/\" target=\"_blank\" rel=\"noopener\">Away<\/a>, sends a summary of the entire cart with the item details and quantities. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/did-you-forget-something-away\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What if the shopper is on your mobile app or mobile site? With a cross-channel strategy in place, your brand can recognize this user, regardless of where or how they interact with your brand, and send communications based on those interactions.<\/p>\r\n<p>For example, if a user adds a product to their cart on your mobile site but doesn\u2019t check out, you can send an abandoned cart retargeting email that includes a deep link to their shopping cart. Then, once they arrive on your site you could send an in-browser message or SMS featuring a limited-time coupon code.<\/p>\r\n<p>From the customer\u2019s perspective, you\u2019ve now created a holistic experience where, regardless of the channel they use, they\u2019re recognized by your brand as the same user with a cohesive recognition of their behavior and messaged as such.<\/p>\r\n<h3>Retargeting is a Tool for Individualization<\/h3>\r\n<p>Recognizing every customer as an individual is critical when designing a cross-channel strategy. Sending the same broad messages across multiple channels to every customer isn\u2019t going to move the needle. But, using every channel to connect with the customer in ways that make sense to them will not only increase the likelihood of engagement, but build trust as well.<\/p>\r\n<p>Email retargeting is a tool that can help develop your brand\u2019s ability to connect with each user as an individual. Like we said earlier, email retargeting shouldn\u2019t be based on products, but where each customer is on their unique journey.<\/p>\r\n<p><em>To learn more about how Iterable\u2019s automation features can help you build out your cross-channel email retargeting strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today.<\/a><\/em><\/p>","post_title":"How to Use Email Retargeting in a Cross-Channel Marketing Strategy","post_excerpt":"\u201cRetargeting\u201d is an umbrella term for personalized marketing techniques. To understand it better, we\u2019re going to look at email retargeting.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-use-email-retargeting-in-a-cross-channel-marketing-strategy","to_ping":"","pinged":"","post_modified":"2023-01-20 12:19:57","post_modified_gmt":"2023-01-20 20:19:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106986","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 20, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-use-email-retargeting-in-a-cross-channel-marketing-strategy\/"},{"ID":106950,"post_author":"79","post_date":"2023-01-18 10:30:18","post_date_gmt":"2023-01-18 18:30:18","post_content":"<p><i data-stringify-type=\"italic\">This article was originally published in <a href=\"https:\/\/www.securitymagazine.com\/blogs\/14-security-blog\/post\/98746-5-trust-building-tips-from-a-risk-minded-ciso\" target=\"_blank\" rel=\"noopener\">Security Magazine<\/a>.<\/i><\/p>\r\n<p>The role of the chief information security officer (CISO) has continuously evolved over the past few years. Effective CISOs have transformed into business leaders with a major say (and stake) in business strategy and priorities. CISOs need to be embedded in every department and at every level of the business. They need to be both on the ground and in the boardroom.<\/p>\r\n<p>In theory, being everywhere, all the time, all at once, seems impossible. But, as a CISO with a track record of effectively managing risk in remote, in-person, and hybrid environments, I know that success is actually quite simple. So simple, in fact, that it\u2019s tied to one key factor: trust.<\/p>\r\n<p>Here are five essential trust-building actions CISOs must take to properly secure their organization.<\/p>\r\n<h3>1. Champion a risk management culture<\/h3>\r\n<p>CISOs, like most C-level leaders, have an extremely wide range of influence. We interact with people across the organization and at all levels, from the board of directors and executive team, to business unit leaders and operational staff, with incredible frequency. We also often connect with external entities, such as partners and customers. It\u2019s important that CISOs view our close proximity to such a diverse range of individuals as a unique opportunity to influence the wider culture of an organization.<\/p>\r\n<p>By encouraging your team and your peers to process decisions using a business risk-based approach you will help their chances of impact and success. Building upon that, they can leverage resources on-hand in a balanced way and optimize their contribution to delivering against the larger company vision. With a bit of guidance and conscious investment from yourself, your colleagues will approach their everyday decisions with critical intentionality that they didn\u2019t have before \u2014 helping to prevent them from making critical mistakes and missteps.<\/p>\r\n<p>Leveraging each interaction as an opportunity to educate and champion others, CISOs can build high-trust and high-value relationships across a business. Gradually, these individual investments and trust-building touchpoints will improve the overall security posture of your organization.<\/p>\r\n<h3>2. Communicate with clarity<\/h3>\r\n<p>A good CISO is a subject matter expert in security who understands how security frameworks impact business success and how to implement the processes needed to protect the organization. A great CISO disseminates their expertise, empowering people with a clear understanding of how they can play their part in securing the business against information security threats. But an outstanding CISO? They will bring observability and alignment around security to their colleagues, ensuring everyone is on the same page and in it together.<\/p>\r\n<p>When you break corporate words like \u201cobservability\u201d and \u201calignment\u201d down, you get a simple and straightforward term: clarity. We all work better when we\u2019re given clarity \u2014 clear instructions, reasoning, deadlines, and feedback. With clarity, we can make informed decisions, own our actions, and explain the \u201cwhy\u201d behind our work. Clarity breeds understanding, predictability, and certainty, thereby ensuring that we are operating with aligned expectations. This reduces the likelihood of confusion and conflict, thereby protecting trust.<\/p>\r\n<p>Clarity is the cornerstone of trust and a critical investment for an outstanding CISO. Here\u2019s what the approach to greater clarity looks like for security leaders:<\/p>\r\n<ul>\r\n\t<li>Identify critical processes with colleagues<\/li>\r\n\t<li>Identify their success criteria<\/li>\r\n\t<li>Work together to define key performance metrics that incorporate security<\/li>\r\n\t<li>Align on how these performance metrics play into key risk indicators<\/li>\r\n\t<li>Define clear thresholds for notification and alerting<\/li>\r\n<\/ul>\r\n<p>By empowering your colleagues with the information and direction they need to succeed, your colleagues can work smarter, not harder, to accomplish shared goals. A good leader gives their team the tools they need to succeed before a direction is given. Demands made without direction set both the individual and the organization up for failure.<\/p>\r\n<h3>3. Activate empathy<\/h3>\r\n<p>When it comes to empathy, many leaders get stuck in the theory of it; it\u2019s an oft-lauded leadership skill with direct ties to employee retention and business success. It\u2019s easy to get caught up in talking about empathy\u2019s benefits, and completely forget to act on it. But empathy without action is not a luxury security leaders can afford. Because empathy plays such an enormous role in trust, it\u2019s much more than a theory to security leaders \u2014 it\u2019s a critical variable of our success.<\/p>\r\n<p>For the modern CISO, the key to successfully mitigating risk is to completely embed security throughout the enterprise. But before we can embed a security mindset in another business unit, we need to create connections, generate buy-in, and build trust with key stakeholders. We need to activate empathy.<\/p>\r\n<p>The road to empathy starts with listening. Do you know what your business partner is going through at this exact moment? Maybe they just got reprimanded by a customer. Perhaps their supervisor just came down hard on their last deal size. Maybe they are going through a tough time at home. The point is, you never know what\u2019s going on behind the scenes. That is, of course, unless you ask. It\u2019s important CISOs understand what challenges (personal and professional) your business partner is facing, so we can make an informed decision on how to proceed.<\/p>\r\n<p>Is this the right time for a conversation to happen? Is there another, more effective forum or approach? Catering conversations to the needs of our colleagues is critical to ensuring shared success.<\/p>\r\n<p>Next, make an effort to understand the organizational model of the team you\u2019re trying to engage. Is their organization operating at peak efficiency? Is their team set up to support their own success? Before a department can tackle security projects, it needs to be designed to support its own. Ask yourself: \u201cHow can I invest in my partner organization\u2019s operational maturity to make them fit to handle security requests?\u201d Help them help you.<\/p>\r\n<p>CISOs have significant influence when it comes to business demands and decisions. It\u2019s important we use this power for \u201cgood\u201d \u2014 to leverage this influence to set up our business partners for success before our own. Once we understand a collaborator\u2019s business needs, we can make more informed asks, setting them up for success when they are ready to tackle our challenges.<\/p>\r\n<h3>4. Prioritize growth mindset and agility<\/h3>\r\n<p>This should come as no surprise. We are not always going to get our strategy or actions right. And I know that this is terrifying for a security leader to admit. But we have to afford ourselves the same empathy and understanding we give our colleagues and recognize that learning is all part of the job. Mistakes will be made. And we have to pivot \u2014 quickly \u2014 to assess and neutralize the mistake. And then pivot again \u2014 just as quickly \u2014 to assess when we learned and implement changes to our frameworks accordingly. Agility and a growth mindset demonstrate humility and strong intent for successful outcomes for our business partners, thereby building further trust.<\/p>\r\n<p>It\u2019s helpful to start your growth mindset journey with a simple consideration: what is our job really about? No, it\u2019s not technical prowess. Most CISOs have a good technical understanding of security tools and processes, but at the end of the day, this knowledge is a baseline expectation. What our job comes down to is both holding the view of the massive span of a business (and its surface area) while also consistently bringing the question of \u201cWhat can we do to optimize security today, and how can we do it better tomorrow?\u201d Knowing that agility and evolution is a part of your daily routine makes the reality of constant change easier to swallow. And a lot more fun. Believe me.<\/p>\r\n<h3>5. Arm your team with trust<\/h3>\r\n<p>When we talk about team management, it\u2019s easy to put the burden of trust on your team. We need to trust that our team can execute, so we sometimes fixate on the idea that they need to build and maintain trust with us. But it\u2019s important to remember that trust is a two-way street. And a key to operationalizing an effective security program is arming your team with trust in you: the security leader.<\/p>\r\n<p>To get an accurate measure of trust in your leadership, you should take a look at team dynamics. A high-trust team will have zero hesitation in sharing an unpopular opinion and a high level of comfort in being open and vulnerable in meetings. They will be supportive, engaging, and creative. Meetings will be heavy with discussion and collaboration. Trust feels blameless. When something goes wrong, a team with a culture of trust focuses on what went wrong and how to engage moving forward. Feedback in a trusting environment is focused, collaborative, and safe. A capable team that has trust in you as a leader and trust in each other is well-prepared to manage and mitigate organizational risk.<\/p>\r\n<p>If trust seems like it is trending low in your organization, don\u2019t stress. Trust in your leadership is built over time, and is built on some of the tips I mentioned earlier, like clarity and direction. By establishing a core set of team values, and generating alignment in these values, leaders can build a shared sense of purpose and camaraderie (stepping stones on the road to trust).<\/p>\r\n<h3>A quiet career<\/h3>\r\n<p>The CISO\u2019s capacity to cultivate trust is more than an esoteric discussion in a business-school course \u2014 it\u2019s a critical component of our job. But security, unlike the rest of the C-suite, doesn't have as obvious a tie between trust and business success metrics. While the rest of the C-suite may be able to point to the connection between trust and revenue or customer retention, security teams have to look a little closer at that connection. And that\u2019s because the mark of a job well done for a CISO is not as bombastic (or tangible) as a merger or product launch. It\u2019s silence and persistence. And the subtlety of our success is sometimes hard to see.<\/p>\r\n<p><em>Visit <a href=\"https:\/\/www.securitymagazine.com\/blogs\/14-security-blog\/post\/98746-5-trust-building-tips-from-a-risk-minded-ciso\">securitymagazine.com<\/a> to view the original article.<\/em><\/p>","post_title":"5 trust-building tips from a risk-minded CISO","post_excerpt":"Originally published in Security Magazine. Here are five trust-building actions CISOs must take to secure their organization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-trust-building-tips-from-a-risk-minded-ciso","to_ping":"","pinged":"","post_modified":"2023-01-18 10:30:18","post_modified_gmt":"2023-01-18 18:30:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106950","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"CISO\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-trust-building-tips-from-a-risk-minded-ciso\/"},{"ID":106930,"post_author":"79","post_date":"2023-01-13 12:30:11","post_date_gmt":"2023-01-13 20:30:11","post_content":"<p>Web3 is emerging as a label for the reinvention of how the internet works. It portrays an evolution of the world wide web and paves a new road for what the internet will look like in the future.<\/p>\r\n<p>For example, in the past year there has been an explosion in the development of abstract concepts like NFTs, crypto, and more. These concepts are run by blockchain technology, which is classified as a \u201cdistributed ledger.\u201d Blockchain allows for data to be stored by a network of servers instead of a single server, which, as <a href=\"https:\/\/hbr.org\/2022\/05\/what-is-web3\">Harvard Business Review<\/a> puts it, \u201coffers users an immutable and transparent way to store information.\u201d<\/p>\r\n<p>Blockchain technology is being introduced in new ways to help distribute and decentralize stored information. And, while this decentralization of data makes up a large portion of Web3, there are a handful of other elements that also contribute to the definition of Web3. So, before we dig into Web3 marketing, let's first fully understand Web3.\u00a0<\/p>\r\n<h3>Additional Elements of Web3<\/h3>\r\n<p>In addition to decentralized data storage via Blockchain, Web3 also includes the semantic web, artificial intelligence and machine learning, and augmented and virtual reality.<\/p>\r\n<h4>Semantic Web<\/h4>\r\n<p>According to <a href=\"https:\/\/www.growthchain.io\/blog\/web3-marketing\" target=\"_blank\" rel=\"noopener\">Growthchain.io<\/a>, \u201cThe semantic web is an umbrella term for implementing and improving online technologies by enabling internet users to create, share, and link material through search and analysis based on the ability to understand the meaning of words rather than keywords, ultimately allowing a search engine and humans to communicate more efficiently.\u201d<\/p>\r\n<p>Boiled down, the semantic web is built on data that can be easily read, understood, and interpreted by machines, allowing the information to be dispelled across a network versus owned in siloes. So again, we see the theme of a decentralization of information with the goal of the semantic web being a <a href=\"https:\/\/www.techopedia.com\/definition\/27961\/semantic-web\" target=\"_blank\" rel=\"noopener\">globally-linked database<\/a>.<\/p>\r\n<h4>Artificial Intelligence &amp; Machine Learning<\/h4>\r\n<p>With the availability of data designed to be interpreted by machines, artificial intelligence (AI) and machine learning (ML) will continue to improve and be a large part of the next iteration of the internet. AI will be smart enough to design products and contribute to the economy. According to <a href=\"https:\/\/www.leewayhertz.com\/ai-in-web3\/\" target=\"_blank\" rel=\"noopener\">LeewayHertz<\/a>, \u201cPWC estimates that AI will contribute $15.7 trillion to the global economy by 2030, resulting in a 14% increase in global GDP.\u201d<\/p>\r\n<h4>Augmented &amp; Virtual Reality<\/h4>\r\n<p>We\u2019ve all heard of the metaverse at this point. Whole worlds exist in alternate, virtual worlds. (There are even metaverse real estate agents selling <a href=\"https:\/\/www.nar.realtor\/magazine\/real-estate-news\/technology\/virtual-property-in-the-metaverse\" target=\"_blank\" rel=\"noopener\">virtual properties<\/a>!) The possibilities are endless in a virtual reality\u2014people from all over the globe can connect in the same \u201croom.\u201d Again, we are seeing the theme of global connection and decentralized information.<\/p>\r\n<p>These aspects of Web3 can expand into a variety of different areas, one being marketing. Web3 marketing is changing the marketing landscape by requiring new ways for brands to connect with customers.<\/p>\r\n<h3>Web3 Marketing<\/h3>\r\n<p>A lot of the elements of Web3 connect directly to marketing. One of the key connections to marketing is the level of transparency that Web3 brings to all communications. With the decentralization of data, customers will gain more in control of their own data. Which, as <a href=\"https:\/\/zenmedia.com\/blog\/web3-marketing\/\" target=\"_blank\" rel=\"noopener\">ZenMedia<\/a> put it, \u201c...will require marketers to focus on building relationships with prospects through direct communication.\u201d<\/p>\r\n<h4>Increasing Importance of First- and Zero-Party Data<\/h4>\r\n<p>With decentralization and protection of data through technology like Blockchain, the power is being transferred back to the customer. Think about the <a href=\"https:\/\/www.searchenginejournal.com\/google-gives-third-party-cookies-another-year\/459412\/\" target=\"_blank\" rel=\"noopener\">deprecation of third-party cookies<\/a>. Data can no longer be collected and stored without customers\u2019 knowledge, which only increases the value of customer data, for marketers.<\/p>\r\n<p>The importance of privacy and transparency with customer data extends into the metaverse. Like <a href=\"https:\/\/venturebeat.com\/datadecisionmakers\/who-owns-your-data-re-imagining-data-management-for-web3\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a> says, \u201cwhen forming their metaverse strategy, brand marketers must consider the privacy implications of reaching audiences through ads as we move <a href=\"https:\/\/venturebeat.com\/2022\/07\/27\/who-owns-your-data-re-imagining-data-management-for-web3\/\" target=\"_blank\" rel=\"noopener\">beyond third-party cookies<\/a> into Web3\u201d<\/p>\r\n<p>As a result, brands will need to figure out new ways to collect customer data while <a href=\"https:\/\/dmexco.com\/stories\/web3-marketing-what-marketers-need-to-know\/\" target=\"_blank\" rel=\"noopener\">maintaining transparency and building trust<\/a>. First- and zero-party data\u2014data collected implicitly from sites the customer visits (think: \u201caccept cookies) and data collected by asking the customer directly\u2014will continue to gain popularity in the cookieless, transparent world of Web3 marketing.<\/p>\r\n<h4>Artificial Intelligence in Web3 Marketing<\/h4>\r\n<p>With data becoming more secure and the simultaneous need for brands to become more transparent, AI will continue to be beneficial for marketers\u2014if not increasingly so. AI can help in recognizing patterns in user behavior. As customers connect and engage with brands, AI tools can observe these real-time behaviors and predict future behaviors.<\/p>\r\n<p>This ability to predict future behavior or preferences is crucial, especially when developing a cross-channel marketing strategy. With a variety of channels\u2014SMS, email, push notifications, etc.\u2014it\u2019s difficult to know which channel will be the most effective with each individual customer.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">Advanced AI tools<\/a> can automatically recognize trends like which channels each customer is more receptive to and even at what times to send those messages to improve engagement. Plus, AI automation can then go one step further and actually send messages triggered by those behavioral preferences or send times.<\/p>\r\n<p>Serving as a marketing automation tool, AI can deliver personalized marketing messages to every individual customer without a manual lift from a brand\u2019s marketing team.<\/p>\r\n<h3>Web3 Marketing is Creating a Customer-Centric Future<\/h3>\r\n<p>There\u2019s a theme emerging from these aspects of Web3 marketing: customer-centricity. Customer needs, wants, and preferences are at the heart of all of these new technologies and capabilities. Data decentralization helps protect customer data and artificial intelligence improves the overall customer experience by analyzing behaviors and delivering content based on those behaviors.<\/p>\r\n<p>As marketers, we should always aim to think from the customer\u2019s perspective. With each new campaign that\u2019s created, consider how relevant each message is to the individual customer and how you can build a one-to-one relationship with every single one.<\/p>\r\n<p><em>To learn more about Iterable\u2019s new <a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">AI Optimization Suite<\/a>, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"An Introduction to Web3 Marketing","post_excerpt":"Web3 is all about transparency and efficiency. As a result, the central theme emerging in Web3 marketing is customer-centricity. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"an-introduction-to-web3-marketing","to_ping":"","pinged":"","post_modified":"2023-01-13 12:30:11","post_modified_gmt":"2023-01-13 20:30:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106930","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 13, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Web3 Marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/an-introduction-to-web3-marketing\/"},{"ID":106773,"post_author":"79","post_date":"2023-01-11 06:44:52","post_date_gmt":"2023-01-11 14:44:52","post_content":"<p>A new year is a fresh start. With this fresh start we expect some new trends to emerge in the world of graphic design\u2014particularly in emails. Every year we like to forecast what we believe will be the design trends for the coming year. In <a href=\"https:\/\/iterable.com\/blog\/start-fresh-with-these-2022-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">2022<\/a>, for example, we predicted bright colors, overlapping elements, and combining photography and illustration\u2014amongst others. This year, as one of Iterable\u2019s resident brand designers, I was asked to give my perspective on the email design trends for 2023.<\/p>\r\n<h3>Doing the Most in 2023<\/h3>\r\n<p>As I put together this list of design trends, I started to notice a pattern. All of these trends are loud, bold, and playful. We saw a hint of this in 2022, but, as of late, we\u2019re seeing exciting design everywhere\u2014<a href=\"https:\/\/www.thespruce.com\/what-is-maximalist-style-4685629\" target=\"_blank\" rel=\"noopener\">interior design<\/a>, <a href=\"https:\/\/www.jumpstartmag.com\/fashion-trend-where-did-it-come-from-and-where-is-it-going\/\" target=\"_blank\" rel=\"noopener\">fashion<\/a>, etc. Even the <a href=\"https:\/\/www.pantone.com\/color-of-the-year\/2023\" target=\"_blank\" rel=\"noopener\">Pantone Color of the Year for 2023<\/a> is Viva Magenta, an extremely bright color. This year, expect to see the \u201cmaximalist\u201d mindset shine through in the following graphic design trends.<\/p>\r\n<h4>1. Retro Inspiration<\/h4>\r\n<p>Being bold isn\u2019t new. (Remember the neons and patterns of the \u201880s and \u201890s?) In 2023 you can expect a lot of brands to take inspiration from the past and create retro- or vintage-style designs. Take a look at this example from Australian brand <a href=\"https:\/\/sometimesalways.com.au\/\" target=\"_blank\" rel=\"noopener\">Sometimes Always<\/a>, an online wine boutique.<\/p>\r\n\r\n[caption id=\"attachment_106787\" align=\"alignnone\" width=\"1514\"]<img class=\"size-full wp-image-106787\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-last-chance-bottles-sale-take-15-off-2023-01-09-11_29_08-edit.png\" alt=\"Bold, retro colors and fonts featured\" width=\"1514\" height=\"3389\" \/> <em>Sometimes Always uses \u201870s colors and fonts to create a feeling of nostalgia. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/last-chance-bottles-sale-take-15-off\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Right off the bat, Sometimes Always plays with bright color by using a vintage yellow background. But, in addition to color, Sometimes Always features fonts and imagery that bring a \u201870s feel. One feature, in particular, that screams \u201cretro\u201d is the rounded edges of the header image\u2014it almost feels like an old bar coaster or a photo in an album at your grandma\u2019s house.<\/p>\r\n<h4>2. Monochromatic Color Schemes<\/h4>\r\n<p>Including loud color in design doesn\u2019t necessarily mean more than one color. A 2023 email design trend you can expect to see is monochromatic color schemes. This means taking one color and using different shades or hues of that color to create depth and contrast. This example from Notorious Nooch, a plant-based seasoning brand, showcases a blue monochromatic color palette.<\/p>\r\n\r\n[caption id=\"attachment_106793\" align=\"alignnone\" width=\"1512\"]<img class=\"size-full wp-image-106793\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-new-prouct-launch-today-2023-01-09-11_58_10-edit.png\" alt=\"Monochromatic Email Design\" width=\"1512\" height=\"7270\" \/> <em>To promote the launch of their B12 Super Nooch seasoning, <a href=\"https:\/\/notoriousnooch.co\/\" target=\"_blank\" rel=\"noopener\">Notorious Nooch<\/a> used the color of the product to make a bold statement. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-prouct-launch-today\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>The monochromatic design may be simple, but it\u2019s effective. Notorious Nooch is using it to specifically promote a new product that has this same color blue packaging. It\u2019s a smart choice to introduce a new product in an email that makes the color impossible to forget. Plus, this electric blue will certainly stand out in inboxes.<\/p>\r\n<h4>3. Highlighted Text and Images<\/h4>\r\n<p>Aligning with the bold and playful use of color, we\u2019re going to also be seeing a lot of highlighting certain words or images to draw attention to them. Rather than changing the color of the text itself, highlighting creates contrast and offers an opportunity to add even more color. This example from <a href=\"https:\/\/venmo.com\/\" target=\"_blank\" rel=\"noopener\">Venmo<\/a>, the money transfer app, shows some traditional highlighter colors\u2014greens, pinks, oranges\u2014that brighten the email and call out some key words and phrases.<\/p>\r\n\r\n[caption id=\"attachment_106799\" align=\"alignnone\" width=\"1320\"]<img class=\"size-full wp-image-106799\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-just-in-time-add-venmo-to-amazon-for-all-your-holiday-shopping-2023-01-09-16_33_08-edit.png\" alt=\"Highlighting text email example\" width=\"1320\" height=\"3382\" \/> <em>Venmo highlighted their name and Amazon\u2019s name, along with holiday-related words, to showcase a holiday partnership. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/just-in-time-add-venmo-to-amazon-for-all-your-holiday-shopping\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Highlighting helps draw the eye to the most important pieces of information in the email. The first thing someone sees when they open and skim this Venmo email is \u201cAmazon\u201d and \u201cVenmo.\u201d The last thing they see is \u201choliday shopping.\u201d This could prompt the customer to want to learn more and continue to read and engage with the email.<\/p>\r\n<h4>4. Outlined Text<\/h4>\r\n<p>Another big and bold email design trend we\u2019ll see in 2023 is outlined text. This is another device for drawing attention to the key information in the email while adding negative space, depth, and dimension. This example from <a href=\"https:\/\/www.alltrails.com\/\" target=\"_blank\" rel=\"noopener\">AllTrails<\/a>, an app featuring a database of outdoor trails, features the promotion, 20% off, in huge outlined text.<\/p>\r\n\r\n[caption id=\"attachment_106805\" align=\"alignnone\" width=\"1393\"]<img class=\"size-full wp-image-106805\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-our-first-ever-sale-on-alltrails-gear-is-happening-now-2023-01-10-09_19_27-edit.png\" alt=\"AllTrails text outline example\" width=\"1393\" height=\"2034\" \/> <em>This email from AllTrails features a large outlined promotion, layered within a photograph. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/our-first-ever-sale-on-alltrails-gear-is-happening-now\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>AllTrails was clever in their usage of outlined text because you can still see the background image. Their whole brand focuses on the outdoors, so keeping the landscape visible\u2014while still showcasing a promotion in a large text size\u2014aligns with their brand. They also layered the image and words in a way that creates a foreground, middle ground, and background, which adds interest.<\/p>\r\n<h4>5. Hints of Illustration<\/h4>\r\n<p>We\u2019re also going to see a lot of illustration popping up in emails. But, it will be combined with photography. The illustrations act as an accent to the photography and inject the brand\u2019s colors and style to enhance the look and feel of the email. This example from Austin East Ciders, an Austin-based cider brand, features their new sangria cider flanked by illustrated fruits.<\/p>\r\n\r\n[caption id=\"attachment_106811\" align=\"alignnone\" width=\"1303\"]<img class=\"size-full wp-image-106811\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-our-newest-flavor-of-cider-is-here-2023-01-10-10_00_22-edit-1.png\" alt=\"Illustration design trends\" width=\"1303\" height=\"4173\" \/> <em>Austin East Ciders uses illustrated fruit to showcase their new sangria cider. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/our-newest-flavor-of-cider-is-here\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s particularly clever about this email is the illustrated fruit at the top is then mirrored by a photo of fruit at the bottom. The two elements are similar, which creates consistency, but in the header image the can of cider is the star against the illustrated fruit. (Also, is that a nod to Viva Magenta we\u2019re seeing in the bottom photo?)<\/p>\r\n<h3>Making a Statement in 2023<\/h3>\r\n<p>These 2023 email design trends are all about making a statement\u2014they\u2019re loud, they\u2019re bold, they\u2019re playful. Adding color, outlines, highlights, and illustrations can help emails catch customers\u2019 attention.<\/p>\r\n<p>But, if all emails start to be visually bold, your brand will have to be strategically bold to set yourself apart. Design can help open the door to engaging customers, but the content of the emails, including personalization, can keep them engaged. Being bold goes beyond design in 2023.<\/p>\r\n<p><em>To learn more about Iterable and how it can take your email marketing strategy to the next level, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/em><\/p>","post_title":"2023 Email Design Trends","post_excerpt":"This year, Nick Jarrett, one of Iterable\u2019s resident brand designers, was asked to give his perspective on the email design trends for 2023.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2023-email-design-trends","to_ping":"","pinged":"","post_modified":"2023-01-11 06:44:52","post_modified_gmt":"2023-01-11 14:44:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106773","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2023 Email Design Trends\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2023-email-design-trends\/"},{"ID":106763,"post_author":"103","post_date":"2023-01-11 05:31:24","post_date_gmt":"2023-01-11 13:31:24","post_content":"<p>Do you believe \u201cif you build it, they will come?\u201d In episode three of this series, hear how TaskHuman found that to not always be true!<\/p>\r\n<p>What <em>does<\/em> work? TaskHuman discovered that a robust user journey strategy was the key to increasing user engagement and retention. During this webinar, Head of Growth Marketing at TaskHuman, Emma Lehman, will share how her team uses Iterable to personalize journeys across the lifecycle\u2014from welcome to onboarding, and beyond.<\/p>\r\n<p>Iterable\u2019s Senior Director of Customer &amp; Partner Marketing, Katie Pope, will join Emma as she demonstrates how TaskHuman\u2019s onboarding journey\u2014a sequential step-by-step user experience\u2014increased user adoption, participation, and KPIs across the board.<\/p>\r\n<p><strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to increase user engagement and adoption through user journeys<\/li>\r\n\t<li>How to build robust journeys throughout the customer lifecycle<\/li>\r\n\t<li>New ideas to personalize messages and earn loyalty<\/li>\r\n\t<li>Best practices for executing multi-channel messages<\/li>\r\n<\/ul>","post_title":"Ask a Builder About: How TaskHuman Improves Program Engagement From Personalized Journeys","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-taskhuman-improves-program-engagement-from-personalized-journeys","to_ping":"","pinged":"","post_modified":"2023-01-11 06:26:13","post_modified_gmt":"2023-01-11 14:26:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=106763","menu_order":1,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"January 11, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":8,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-taskhuman-improves-program-engagement-from-personalized-journeys\/"},{"ID":106721,"post_author":"79","post_date":"2023-01-05 06:11:03","post_date_gmt":"2023-01-05 14:11:03","post_content":"<p>In the first part of this series, we touched upon <a href=\"https:\/\/iterable.com\/blog\/level-up-your-mobile-gaming-user-acquisition-tactics\/\" target=\"_blank\" rel=\"noopener\">mobile gaming user acquisition<\/a>. In a highly saturated mobile app market\u2014the App Store and Google Play Store have <a href=\"https:\/\/www.statista.com\/statistics\/276623\/number-of-apps-available-in-leading-app-stores\/\" target=\"_blank\" rel=\"noopener\">more than five million apps available<\/a>\u2014brands have to make sure their apps are not only discoverable, but also align with the needs and wants of their intended audiences. But, once your brand has overcome the acquisition hurdles, how do you keep them engaged?<\/p>\r\n<p>In this installment of our mobile gaming series, we\u2019ll be covering mobile gaming user retention strategies to ensure that once your game is installed on a user\u2019s phone, it stays there.<\/p>\r\n<h3>The Challenges of Mobile Gaming User Retention<\/h3>\r\n<p>Once a user downloads your app, it\u2019s pretty easy for them to remove it from their phones. In fact, <a href=\"https:\/\/clearbridgemobile.com\/stats-for-mobile-app-growth-and-success\/\" target=\"_blank\" rel=\"noopener\">25% of users<\/a> open an app only once. But, if they decide to uninstall, you lose an engaged, active user plus access to multiple marketing channels (push notifications, in-app messages, etc.), which is why retention\u2014and timing\u2014is crucial.<\/p>\r\n<p>The actions taken in the first \u201cN\u201d days\u2014from initial install\u2014are often used to define retention success in the mobile gaming industry.<\/p>\r\n<h4>The First \u201cN\u201d Days<\/h4>\r\n<p>To determine retention success, mobile gaming brands generally track user behavior within the first N days\u2014a predetermined time frame. Some common defaults are one day, seven days, or 30 days.<\/p>\r\n<p>Keep in mind that, depending on your specific app, this timeframe can be <a href=\"https:\/\/amplitude.com\/blog\/n-day-retention-for-mobile-games\" target=\"_blank\" rel=\"noopener\">shortened or extended<\/a>\u2014this is just a common default. In fact, <a href=\"https:\/\/www.deconstructoroffun.com\/blog\/2020\/4\/7\/long-term-retention-why-d180-is-the-new-d30\" target=\"_blank\" rel=\"noopener\">Deconstructor of Fun<\/a> suggests an even longer-term\u2014180 days\u2014measurement. Once the timeframe is set, brands can determine expectations within those timeframes and challenges users have when executing those expectations.<\/p>\r\n<h4>Consistent Engagement<\/h4>\r\n<p>A challenge mobile gaming brands face is consistent interaction with their users in a set number of days. It\u2019s proven that <a href=\"https:\/\/clearbridgemobile.com\/stats-for-mobile-app-growth-and-success\/\" target=\"_blank\" rel=\"noopener\">90% of mobile users<\/a> who regularly engage with an app (even once a week) are more likely to continue using it. So, how can brands stay engaged with users both in the short term and long term?<\/p>\r\n<p>It\u2019s all about delivering the right value at the right time. Brands need to find the right balance between connecting with the user and overwhelming them with notifications and messaging. Plus, brands have to understand which milestones or achievements help retain users and make the game worth playing. Remember, there are five million other apps to choose from, so getting users to continue to choose yours is a huge hurdle.<\/p>\r\n<h4>Gaming Fatigue<\/h4>\r\n<p>Another challenge mobile gaming apps face in the first N days, for example, is gaming fatigue. So, even if you do create ways to engage the users, they could get bored or even overwhelmed. <a href=\"https:\/\/www.thegamer.com\/gaming-fatigue-how-to-prevent\/\" target=\"_blank\" rel=\"noopener\">The Gamer<\/a> equates gaming fatigue to burnout. \u201cFor [gaming] hobbyists, the time they spend working can drain their mental stamina, and trying to accomplish tasks in a video game just taxes them more. Sometimes, the game itself can be a stressor\u2026\u201d With all of this stress and exhaustion, gamers can <a href=\"https:\/\/esportshealthcare.com\/gaming-fatigue\/\" target=\"_blank\" rel=\"noopener\">lose interest in the game itself<\/a>.<\/p>\r\n<p>Mobile gaming brands need to get creative when it comes to overcoming engagement and fatigue challenges.<\/p>\r\n<h3>Overcoming the Challenges<\/h3>\r\n<p>To overcome the challenges of mobile gaming user retention, it helps to put yourself in the gamers\u2019 shoes. With a world of other entertainment options to compete with (not just other apps, but all media), brands have to find the right engagement tactics to ensure longer interactions.<\/p>\r\n<p>Think from their perspective. What do users need to first get introduced to your game? What are they expecting as they continue to interact with your game? When answering these questions, it\u2019s crucial to remember that each user is an individual, with unique stories and experiences, and should be treated as such.<\/p>\r\n<h4>Clear, Concise Onboarding<\/h4>\r\n<p>If a user is trying your game for the first time, but finds the interface confusing and can\u2019t determine the goal of the game, they\u2019re going to give up. <a href=\"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/\" target=\"_blank\" rel=\"noopener\">Onboarding<\/a> is a crucial part of the mobile gaming customer journey because it can really make or break a relationship. As <a href=\"https:\/\/www.appcues.com\/blog\/3-fundamental-user-onboarding-lessons-from-classic-nintendo-games\" target=\"_blank\" rel=\"noopener\">Appcues<\/a> puts it, \u201cIn many cases, an effective user onboarding strategy meant the difference between a beloved classic and a forgotten flop.\u201d<\/p>\r\n<p>They also mention that early retention rates can result in compounding engagement rates over time. \u201cA <a href=\"https:\/\/www.appcues.com\/blog\/reduce-customer-churn\" target=\"_blank\" rel=\"noopener\">15% improvement in user retention<\/a> in the first week can compound into nearly twice the number of retained users after 10 weeks.\u201d But, each user is different and will need the right messaging during onboarding\u2014and beyond\u2014to create a long-lasting relationship with your game.<\/p>\r\n<h4>Real-Time Personalization<\/h4>\r\n<p>Each user is unique in how they interact with your game; mobile gaming retention strategies need to be highly personalized to be the most impactful. For example, you could send triggered, individualized communications based on the actions a user has taken. The messaging would be different for a user who has only logged in once compared to a user that logs in every day.<\/p>\r\n<p>What\u2019s more, personalization isn\u2019t widely adopted by gaming apps\u2026yet. According to <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-apps\/mobile-app-personalization\" target=\"_blank\" rel=\"noopener\">Udonis<\/a>, \u201cOnly 28% of all apps are personalized.\u201d So brands should strike while the iron is hot and make sure their real-time personalization strategies are in place to increase engagement and mobile gaming user retention.<\/p>\r\n<h4>Predictive Analytics<\/h4>\r\n<p>Another tool to overcome mobile gaming user retention challenges is predictive analytics. Based on how users have interacted with your app in the past, predictive analytics uses AI to recognize patterns and determine where along their journey an individual user is likely to drop off. This is highly beneficial for brands because measures can be taken before users drop off, to keep them engaged.<\/p>\r\n<p>For instance, if, according to your predictive analytics, users tend to stop playing after level 10, maybe at level nine, you can offer incentives. Give users extra lives, exclusive content, new challenges, etc. to keep them playing through level 10 and long after. New tools and technology can help improve and automate mobile gaming user retention.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Advanced predictive analytics tools<\/a> can also shed light on the data behind the predictions. They not only provide a \u201cwhat\u201d but a \u201cwhy\u201d and \u201chow\u201d as well. If a gamer is at risk of churning, these advanced tools can show what data indicates a predicted churn, allowing your marketing team to adjust strategies to prevent that from happening.<\/p>\r\n<h3>From Retention to Conversion<\/h3>\r\n<p>Now we\u2019ve covered acquisition and retention, but the last and final step in the journey is conversion. We\u2019re all familiar with in-app purchases, but how do you get users\u2014once they\u2019ve discovered your app, downloaded it, and use it regularly\u2014to make in-app purchases. Stay tuned for the next installment of this mobile gaming series.<\/p>\r\n<p><em>To learn how Iterable can improve your mobile gaming user retention strategies (and beyond) through onboarding, real-time personalization, and predictive AI, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Score Big With These Mobile Gaming User Retention Tips","post_excerpt":"We\u2019ll be covering mobile gaming user retention strategies to ensure that once your game is installed on a user\u2019s phone, it stays there.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"score-big-with-these-mobile-gaming-user-retention-tips","to_ping":"","pinged":"","post_modified":"2023-01-05 06:11:03","post_modified_gmt":"2023-01-05 14:11:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106721","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 05, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile gaming retention\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/score-big-with-these-mobile-gaming-user-retention-tips\/"},{"ID":106646,"post_author":"79","post_date":"2023-01-04 06:13:12","post_date_gmt":"2023-01-04 14:13:12","post_content":"<h3>Iterable Named a Customers\u2019 Choice in the December 2022 Gartner<sup>\u00ae<\/sup> Peer Insights\u2122 \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs<\/h3>\r\n<p>We\u2019re honored to be recognized as a Customers\u2019 Choice in the <a href=\"https:\/\/www.gartner.com\/doc\/reprints?id=1-2C2V0OV4&amp;ct=221223&amp;st=sb\" target=\"_blank\" rel=\"noopener\">December 2022 Gartner Peer Insights \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs<\/a>. We wouldn\u2019t have received this recognition without our customers, so, first and foremost, to our customers: thank you. We aim to lead by example and create world-class customer experiences that bring joy not only to our customers\u2019 customers, but our direct customers\u2014the brands that use Iterable\u2014as well. We\u2019re honored to have been given the distinction of Customers' Choice. We\u2019re proud of everything our team has accomplished and the relationships we\u2019ve built with our customers.<\/p>\r\n<p>And, as if the distinction of Customers' Choice and these outstanding customer reviews (we\u2019re not crying, you\u2019re crying) wasn\u2019t enough already, <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener\">G2<\/a>, a peer-to-peer review site, has named Iterable a Marketing Automation Leader in their <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-winter-2023\" target=\"_blank\" rel=\"noopener\">Winter 2023 Momentum Grid\u00ae Report<\/a>.<\/p>\r\n<p>But don\u2019t just take our word for it\u2014let\u2019s hear from the customers themselves!<\/p>\r\n<h3>Customers Choose Iterable as a Superior Product<\/h3>\r\n<h4>\u201cIterable Changed the Game for Us.\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cI fell in love with Iterable as soon as I found it. We were struggling with having our communications spread out across all different tools and Iterable has allowed us to bring everything into one place.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Director of Growth, Travel and Hospitality (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4442894\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cThe Single Best Multichannel Platform in 2022\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Iterable is the best in class when it comes to ESP's, from the technological side, the ease of integration and quality of API, the power to insert data to personalize customer experience to the incredible support from the success team.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Head of CRM, Banking (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4210912\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cMy Experience with Iterable Has Been Amazing\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cThe UI is easy to get down and their documentation is exceptional. It's been easy to learn new features and build my skill set over the years with their journeys, ability to personalize templates with logic, and more.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Senior CRM Manager, Retail &amp; Ecommerce (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4154428\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cGreat Platform for Marketing Automation\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Live chat support is usually fantastic - you get an answer within 30 minutes. Workflows work consistently well, and are clear to sort out and start new workflows. Scheduling and building lists are speedy and painless. Iterable seems to deal with large amounts of data with ease.\"<\/p>\r\n<p><br \/>\r\n<em>- Phil S., Email Marketing Specialist, Media &amp; Entertainment (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7174890\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Customers Choose Iterable Because it\u2019s Easy to Use &amp; Flexible<\/h3>\r\n<h4>\u201cGreat Modern, Flexible ESP\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Had a great experience switching over to Iterable. Very intuitive, flexible, easy for our business users to create workflows and customer segments without Dev, and our Creative team loved the drag and drop UI. Made our email operations much more streamlined.\"<\/p>\r\n<p><br \/>\r\n<em>- VP Ecommerce, Consumer Goods (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/email-marketing\/vendor\/iterable\/product\/iterable\/review\/view\/4123770\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cIterable allows for personalization and complexity without sacrificing user-friendliness\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cI love Iterable for its powerful segmentation and automation capabilities. We can leverage all kinds of user data, from basic info to complex behavioral insights, to create highly personalized, timely campaigns. Its customer support is the best I\u2019ve ever received for a marketing product.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Verified User, Real Estate (<a href=\"https:\/\/www.g2.com\/survey_responses\/iterable-review-7088465\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cFast pivoting platform that is easy to use!\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Iterable is constantly adapting to new trends, which is huge. The UI is relatively easy to use, and the product team is always receptive to suggestions from our team.\"<\/p>\r\n<p><br \/>\r\n<em>- Delano W., Marketing Manager, Apps &amp; Services (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7165711\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cModular platform that scales to meet your CRM needs\u201d<\/h4>\r\n<blockquote>\r\n<p>\"The best feature of Iterable is by far the modular nature of the core structure of customer data. There really is no limit when it comes to the data you can store about your customer, and what this unlocks is a host of industry-leading tools that allow you to build multi-channel campaigns and automations to target these customers. This, coupled with a simple to use journeys tool and powerful campaigns builder is a great combination to help you better understand, segment and effectively target your customers on a truly personal level.\"<\/p>\r\n<p><br \/>\r\n<em>- Ethan B., CRM Manager, Consumer Apps &amp; Services (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-6985320\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Customers Choose Iterable Because of Stellar Support<\/h3>\r\n<h4>\u201cI have loved working with Iterable! Their customer service is fast, attentive, and amazing!\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cIterable has amazing training videos, modules, and live training courses you can take to stay updated on features and updates. So thankful for their resources!\u201d<\/p>\r\n<p><br \/>\r\n<em>- Marissa N., Email Analyst (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7312790\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cA great partner to help deliver amazing communications\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cThe team at Iterable are an extension of our own teams, they seek to understand your problems and opportunities and have the people available to help you quickly and effectively deliver value. The tool itself is simple but powerful and the onboarding process has been seamless.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Verified User, Hospitality (<a href=\"https:\/\/www.g2.com\/survey_responses\/iterable-review-6928144\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cGreat platform for email and push notifications and the onboarding support is great!\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Easy to use platform. Creating Journeys (Workflows) is easy for both push notifications and email. The onboarding support is excellent and help us ensure we reached all the technical implementation and began to execute.\"<\/p>\r\n<p><br \/>\r\n<em>- Peter V., Head of Marketing, Fintech &amp; Insurance (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7329691\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<p>For us, customer centricity means building a platform that makes the lives of our customers\u2019 easier. Both the Iterable platform and the Iterable team were established with the understanding that our customers\u2019 success is of the utmost importance.<\/p>\r\n<h3>Continuing to Be Unabashedly Bold<\/h3>\r\n<p>None of these recognitions would be possible without our customers, so again, we want to say a huge thank you. We\u2019re so grateful we\u2019re able to deliver a best-in-class experience, and the kind words of our customers give us the motivation to continue innovating and connecting people with products and services that bring them joy.<\/p>\r\n<p>We\u2019re constantly iterating and looking for new ways to make our customers\u2019 jobs not only easier, but more effective and efficient at the same time. (Want to learn more? <a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">Check out our latest product release<\/a>.)<\/p>\r\n<p>We love hearing from our customers and opening up all communication channels. If you want to join the conversation, <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>, happening April 17-19 in San Francisco. We\u2019ll see you there!<\/p>\r\n<p style=\"font-size: 9px;\"><span style=\"font-weight: 400;\">GARTNER\u00a0 is a\u00a0<\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">registered trademark<\/span><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">and service mark, and\u00a0<\/span><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">PEER INSIGHTS is a\u00a0 registered trademark<\/span>\u00a0<\/span><span style=\"font-weight: 400;\">, of Gartner, Inc. and\/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.<\/span><\/p>\r\n<p style=\"font-size: 9px;\"><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences, and should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product or service depicted in this content nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.<\/span><\/span><\/p>","post_title":"Customers are Choosing Iterable, Here\u2019s Why","post_excerpt":"Iterable Named a Customers\u2019 Choice in the December 2022 Gartner\u00ae Peer Insights\u2122 \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customers-are-choosing-iterable-heres-why","to_ping":"","pinged":"","post_modified":"2023-01-04 06:13:12","post_modified_gmt":"2023-01-04 14:13:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106646","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 04, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"December 2022 Gartner\u00ae Peer Insights\u2122 \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/customers-are-choosing-iterable-heres-why\/"},{"ID":106506,"post_author":"79","post_date":"2022-12-19 11:07:07","post_date_gmt":"2022-12-19 19:07:07","post_content":"<p>The past few years have felt like a marathon. But unlike a marathon, it\u2019s been impossible to preview the journey, prepare for all possible scenarios, and rest, stretch, and recover when things get tough. The world has been changing at such a fast pace that, sometimes, it felt like all we could do was try to keep up.<\/p>\r\n<p>Running this marathon has not been easy. But we did it. We survived a pandemic, a great resignation, supply chain disruptions, heightened consumer expectations, and so much more. In overcoming these challenges, we\u2019ve learned that we are strong, capable, resourceful, and resilient. Our confidence helped us stand tall, embrace uncertainty, and take calculated risks. And it\u2019s because of our boldness that, when looking back on the year, we have so much to celebrate.<\/p>\r\n<h3>2022 in Review<\/h3>\r\n<p>It\u2019s thanks to our talented team, and their commitment to delivering joyful experiences for every organization around the world, that we have so much to celebrate.<\/p>\r\n<p>Over the past 12 months, we:<\/p>\r\n<ul>\r\n\t<li>Were recognized for our incredible company culture by <a href=\"https:\/\/www.forbes.com\/lists\/americas-best-startup-employers\/?sh=5299edbc2ad7\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, <a href=\"https:\/\/www.inc.com\/profile\/iterable\" target=\"_blank\" rel=\"noopener\">Inc.<\/a>, and the SF Business Times<\/li>\r\n\t<li>Launched our <a href=\"https:\/\/venturebeat.com\/business\/iterable-optimizes-ai-to-hyper-personalize-marketing-and-predict-future-purchases\/\" target=\"_blank\" rel=\"noopener\">new AI Optimization Suite<\/a>, enabling brands to deliver outcome-based marketing strategies that drive stronger, individualized customer experiences<\/li>\r\n\t<li>Surpassed <a href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/06\/23\/2468065\/0\/en\/Iterable-Surpasses-1-000-Customers-Using-Its-Platform-Around-the-World.html\" target=\"_blank\" rel=\"noopener\">1000 customers<\/a> using our platform around the world<\/li>\r\n\t<li>Were ranked #6 on the #GirlsClub list of <a href=\"https:\/\/wearegirlsclub.com\/2021-top-25-companies-where-women-want-to-work\/\" target=\"_blank\" rel=\"noopener\">Top 25 Companies Where Women Want to Work<\/a><\/li>\r\n\t<li>Expanded our operations to <a href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/09\/28\/2524457\/0\/en\/Iterable-Expands-Global-Presence-in-Australia-and-New-Zealand.html\" target=\"_blank\" rel=\"noopener\">Australia and New Zealand<\/a><\/li>\r\n\t<li>Released cutting-edge <a href=\"https:\/\/venturebeat.com\/automation\/not-phoning-it-in-iterables-new-tools-help-marketers-harness-the-power-of-sms\/\" target=\"_blank\" rel=\"noopener\">new cross-channel capabilities<\/a><\/li>\r\n\t<li>Brought Activate Summit back in-person to London and San Francisco (<a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register<\/a> for the next Activate Summit, happening in April)<\/li>\r\n\t<li>Hosted our first-ever Activate Tour, stopping in <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6996985477828399104\" target=\"_blank\" rel=\"noopener\">NY<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6991576804150968320\" target=\"_blank\" rel=\"noopener\">Seattle<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6996985477828399104\" target=\"_blank\" rel=\"noopener\">Boston<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6998947927595368448\" target=\"_blank\" rel=\"noopener\">London<\/a>, LA, and Miami<\/li>\r\n\t<li>Welcomed some amazing <a href=\"https:\/\/www.globenewswire.com\/en\/news-release\/2022\/10\/04\/2528014\/0\/en\/Iterable-Strengthens-Executive-Team-with-New-Chief-Revenue-Officer-Chief-People-Officer-and-Chief-Information-Security-Officer.html\" target=\"_blank\" rel=\"noopener\">new leaders<\/a> to our executive team<\/li>\r\n\t<li>And so much more\u2026<\/li>\r\n<\/ul>\r\n<p>We\u2019ll always face new challenges. But if we\u2019ve learned anything over the past few years, it\u2019s that, if we shift our perspective, and view these obstacles as opportunities, we can overcome anything that comes our way\u2014and we\u2019ll continue to do so going forward.<\/p>\r\n<h3>Being Bold in 2023<\/h3>\r\n<p>Next year, we\u2019re going to continue to dream big, take chances, embrace change, and work together. We will continue to dream big about the future of marketing. We will continue to build the tools and capabilities that enable today\u2019s most innovative brands and businesses to win. And we will continue to deliver joyful experiences to every organization in the world.<\/p>\r\n<p>Fortune favors the bold. And in 2023, that\u2019s what we\u2019re going to be.<\/p>\r\n<h3>Bold Advice from Iterable\u2019s Newest Executives<\/h3>\r\n<p>But what does being bold really mean? How does that trickle down to your business and team? We asked the newest members of our executive team to help, by sharing their advice on how to be bold.<\/p>\r\n<h4>Vasu Kohli, Chief Information Security Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cDon\u2019t be afraid of risks and needed changes; instead, partner with those around you to help gain a deeper understanding of them. Lead with curiosity and humility and be confident that together you can navigate change. Coming to work every day expecting change as the status quo will not yield the transformation that any company deserves and needs to grow and meet its full potential.<\/p>\r\n<p>It\u2019s also important that leaders are good listeners and instill trust and confidence in their team, to not only go through the motions every day, but also share opportunities for improvement along the way. This empowers and encourages them to lean into a growth mindset and turn those opportunities into a string of successes. With these principles my team has been successfully growing and meeting our fast-paced environment.\u201d<\/p>\r\n<\/blockquote>\r\n<h4>Sejal Patel Daswani, Chief People Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cAs the pace of innovation and technology in the workplace continues to accelerate, it gives us an opportunity to innovate and rethink how we support our employees and managers. As a people leader, my job is to empower Iterators to achieve their human potential and career aspirations and execute so that we can continue to grow our business.<\/p>\r\n<p>It\u2019s more important now than ever before to let go of hesitation, forget legacy mindsets, and embrace an iterative and experimental mindset\u2014be agile! You don\u2019t have to be 100% ready to move forward on a People team initiative but start with listening to employees and managers, define the problem statement and then design solutions and pilot. Get your ideas out there, test them, pilot, listen closely to feedback, and move quickly to make improvements and iterate. As any product requires, we begin with pilots and then iterate on versions...1.0, 2.0 and beyond.<\/p>\r\n<p>We bring the product development cycle into our work as People leaders and have a mindset to integrate feedback and user inputs and create experiences that delight our employees and solve critical pain points. Our Iterable People Team mission is to empower and elevate all of Iterable to grow to their full potential and drive business growth with a mindset of being agile, innovative, and attune to feedback, we can do it.\u201d<\/p>\r\n<\/blockquote>\r\n<h4>Bobby Jaffari, Chief Revenue Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cI was once told that you couldn\u2019t sell something you don\u2019t believe in. So I think boldness for me is a function of belief and conviction. I focus on instilling a sense of confidence in my sales team\u2014confidence in Iterable\u2019s product and confidence in our story, and, of course, confidence in themselves.<\/p>\r\n<p>Luckily, with Iterable, believing in our product and story is our strong suit. We all know that we have the most powerful customer communication platform out there. We know how our product has helped our customers do great things for their users. And we know that our company story is powerful because it is values-driven. When we can communicate these convictions with confidence, it\u2019s magic.\u201d<\/p>\r\n<\/blockquote>\r\n<h4>Sanam Saaber, Chief Legal Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cIt doesn\u2019t matter what level you are at a company, or where you are at in your education or career: risks, big or small, are terrifying. That\u2019s why I\u2019m a huge fan of small acts of courage\u2014taking micro steps and small, calculated risks. Over time, these seemingly minor acts of courage have incremental impacts that can build up.<\/p>\r\n<p>While it\u2019s true that growth happens outside of your comfort zone, the perception that you have to feel like you\u2019re jumping off a cliff to develop is misguided. You\u2019ll see much more profound returns by pushing yourself outside your comfort zone a little every day. The biggest risk is not taking any risk\u2014if you don't go out on the branch, you're never going to get the best fruit.\u201d<\/p>\r\n<\/blockquote>\r\n<h3>Iterable in the New Year<\/h3>\r\n<p>Our company name, Iterable, means we\u2019re not afraid to iterate, test, and try again. What sets us apart as a business, and what makes us a best place to work, is the pace at which we innovate. We build products and create capabilities that ensure our customers succeed in this competitive and challenging environment.<\/p>\r\n<p>The fact of the matter is that the world moves fast. Look around you! The pace of our society and technology is only picking up speed. And in today\u2019s world, where innovation is currency, companies can\u2019t afford to slow their pace.<\/p>\r\n<p>There\u2019s no time for hesitation in the new year. There\u2019s no time to stick to the status quo. If you\u2019re brave and bold, you will win.<\/p>\r\n<p><em>Marketing wins begin at <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a>. Register now to join the world\u2019s boldest marketers in San Francisco April 17-19!<\/em><\/p>","post_title":"How Iterable Plans to Be Bold in 2023","post_excerpt":"Thanks to our team, and their commitment to delivering joyful experiences, we have a lot to look forward to for the future of Iterable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-iterable-plans-to-be-bold-in-2023","to_ping":"","pinged":"","post_modified":"2022-12-19 11:07:07","post_modified_gmt":"2022-12-19 19:07:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"being bold in 2023\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-iterable-plans-to-be-bold-in-2023\/"},{"ID":106434,"post_author":"79","post_date":"2022-12-15 13:12:10","post_date_gmt":"2022-12-15 21:12:10","post_content":"<p>Smartphones have become akin to digital Swiss Army knives\u2014they have so many different functions and are compact and pocket-sized. But, unlike the foldable blade or ejectable toothpick of a Swiss Army knife, users are able to (mostly) choose which functions they want to fill their phone with via downloaded apps.<\/p>\r\n<p>There are apps for everything. Remember the <a href=\"https:\/\/www.wired.com\/2010\/10\/app-for-that\/\" target=\"_blank\" rel=\"noopener\">2009 Apple commercial<\/a> that touted \u201cThere\u2019s an app for that?\u201d That was true then, and it\u2019s even truer now, as the number of apps available has only increased since. In fact, as of November 2022, the Google Play Store and Apple\u2019s App Store (the two largest app stores) offer over <a href=\"https:\/\/www.statista.com\/statistics\/276623\/number-of-apps-available-in-leading-app-stores\/\" target=\"_blank\" rel=\"noopener\">five million apps combined<\/a>. (Seriously, there\u2019s even a \u201ctherapeutic\u201d <a href=\"https:\/\/apps.apple.com\/us\/app\/pimple-popper\/id312383694\" target=\"_blank\" rel=\"noopener\">virtual pimple-popping app<\/a>, if you\u2019re into that kind of thing.)<\/p>\r\n<p>With such a variety of apps to choose from, mobile marketers need to ensure their apps are discoverable within these highly saturated app stores. This is where app store optimization (ASO) can help.<\/p>\r\n<h3>What is App Store Optimization (ASO)?<\/h3>\r\n<p>App stores are a lot like web browsers. Users visit, search for what they want, and the most relevant results appear towards the top. And, like how search engine optimization (SEO) can help brands get their content to land in those coveted top spots, app store optimization (ASO) helps apps rank better\u2014with the goal of increasing visibility and likelihood of user engagement.<\/p>\r\n<p>Think about all of the information that\u2019s available for one app in an app store. There are titles, descriptions, reviews, and so on. Knowing how to populate this information can help improve your app\u2019s rankings.<\/p>\r\n<h3>Tips for Impactful ASO<\/h3>\r\n<p>While some strategies for ASO are similar to SEO, there are also some key differences when it comes to improving discoverability and ranking in an app store versus a web browser. Understanding these differences\u2014and similarities\u2014can elevate your app presence.<\/p>\r\n<h4>1. Pick Your Title and Stick With it<\/h4>\r\n<p>The app title and app name are different. The app name can be your brand name, but the app title\u2014the first line that appears in your app description in the app store\u2014should be carefully constructed.<\/p>\r\n\r\n[caption id=\"attachment_106435\" align=\"alignnone\" width=\"664\"]<img class=\"size-full wp-image-106435\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Screen-Shot-2022-12-13-at-1.18.17-PM.png\" alt=\"LinkedIn title in app store\" width=\"664\" height=\"758\" \/> <em>LinkedIn\u2019s app title has the keywords \u201cnetwork\u201d and \u201cjob finder\u201d which are two main functions of the app. Source: <a href=\"https:\/\/apps.apple.com\/us\/app\/linkedin-network-job-finder\/id288429040\" target=\"_blank\" rel=\"noopener\">Apple App Store<\/a>.<\/em>[\/caption]\r\n\r\n<p>The keywords you include in your app\u2019s title can vastly impact app store optimization because the name needs to align with your app\u2019s function. This is where keywords come into play. You should research keywords with high search volume that strongly relate to your app\u2019s purpose\u2014we\u2019d recommend choosing keywords that match intent over those with high search volume if it comes down to choosing between the two\u2014and include the top keywords in your app title.<\/p>\r\n<p>The key, however, is that your title should be set for the long haul. As <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">Neil Patel<\/a> says, \u201c...changing your title too often can be detrimental. As your app begins to rank higher and gain more reviews, your app\u2019s news will begin to spread by word of mouth. Changing the title can make it difficult for word to spread about your app.\u201d<\/p>\r\n<p>But remember, in both the Google Play Store and the Apple App Store, titles can only have a maximum of 30 characters.<\/p>\r\n<h4>2. Write a Detailed Description<\/h4>\r\n<p>If you couldn\u2019t fit all of your top keywords in your app title, the app description is the perfect place to include some more keywords amidst a detailed explanation of what your app does. The description is really where you get to connect to your audience\u2019s needs and wants by describing the functionality of your app.<\/p>\r\n\r\n[caption id=\"attachment_106441\" align=\"alignnone\" width=\"642\"]<img class=\"size-full wp-image-106441\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Screen-Shot-2022-12-14-at-9.53.18-AM.png\" alt=\"LinkedIn's app description for app store optimization\" width=\"642\" height=\"964\" \/> <em>LinkedIn\u2019s app description explains exactly what LinkedIn is for and the various functions of the app. Source: <a href=\"https:\/\/apps.apple.com\/us\/app\/linkedin-network-job-finder\/id288429040\" target=\"_blank\" rel=\"noopener\">Apple App Store<\/a>.<\/em>[\/caption]\r\n\r\n<p>Your app description should include keywords that audiences would search for but, more importantly, it should include information about your app. What are users who find your app going to want to know? App descriptions are only 252 characters, so while keywords are important, answering audience questions should take priority.<\/p>\r\n<p>Unlike your app title, the app description can change. It\u2019s not immediately on display when the app is searched for, so it can evolve depending on what resonates with your audience. As <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">Neil Patel<\/a> says, \u201cThere\u2019s no room for fluff, and you may need to A\/B test several iterations to find what works best.\u201d<\/p>\r\n<h4>3. Gather Customer Reviews<\/h4>\r\n<p>Lastly, getting customer reviews is incredibly important for app store optimization. We know that the reviews and opinions of like-minded users (<a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a>) can influence a purchase, and that holds true for app downloads as well. According to <a href=\"https:\/\/www.mobileappdaily.com\/importance-of-mobile-app-reviews\" target=\"_blank\" rel=\"noopener\">Mobile App Daily<\/a>, \u201c90% of users go through reviews and ratings before installing an app.\u201d<\/p>\r\n\r\n[caption id=\"attachment_106447\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-106447\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/File-61.jpg\" alt=\"Top rated apps get higher rankings in app stores\" width=\"1125\" height=\"2231\" \/> <em>The App Store allows users to filter reviews by \u201cMost Helpful,\u201d \u201cMost Favorable,\u201d \u201cMost Critical,\u201d and \u201cMost Recent.\u201d Source: <a href=\"https:\/\/apps.apple.com\/us\/app\/linkedin-network-job-finder\/id288429040\" target=\"_blank\" rel=\"noopener\">Apple App Store<\/a>.<\/em>[\/caption]\r\n\r\n<p>Reviews are important because users value the feedback from those similar to themselves, but not only that, app stores also value quality. Simply put, \u201cApps with higher ratings also <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">ranked higher<\/a>.\u201d So, while brands should strive to get more app reviews, they also should aim to get positive reviews: a tough balance to strike.<\/p>\r\n<p>Be sure your brand is soliciting reviews both within your app and via other marketing channels. You can request app reviews via email, on your website, etc. If negative reviews do come in, use those as an opportunity to change and grow. Like with SEO, with a focus on app store optimization, there\u2019s always room to improve your ranking.<\/p>\r\n<h3>App Store Optimization from the Users' Perspective<\/h3>\r\n<p>The common thread throughout all of these tips is understanding your audience and their perspective. Put yourself in their shoes and imagine they\u2019re searching the app store. What will they type in? What additional information could they want? Does your app have reviews? If so, what reviews are they seeing?<\/p>\r\n<p>When you have this full understanding of your user base you\u2019ll be able to match their search intent and improve your app store ranking.<\/p>\r\n<p><em>To learn more about how Iterable can improve your mobile marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"3 Tips for App Store Optimization (ASO)","post_excerpt":"With such a saturated market, mobile marketers need to ensure users can find their apps. This is where app store optimization (ASO) can help.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-tips-for-app-store-optimization-aso","to_ping":"","pinged":"","post_modified":"2022-12-15 13:12:10","post_modified_gmt":"2022-12-15 21:12:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106434","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-tips-for-app-store-optimization-aso\/"},{"ID":106223,"post_author":"103","post_date":"2022-12-12 07:44:26","post_date_gmt":"2022-12-12 15:44:26","post_content":"<p>Kicking off a new year provides the perfect opportunity to reflect on the past and plan for the future. And as the market continues to evolve, you can't keep doing the same thing and just expect for success to follow.\u00a0<\/p>\r\n<p>In this webinar, we will be talking through 5 trendsetting resolutions to help B2B companies break out of the mold and engage users on a deeper, more meaningful level, including:<\/p>\r\n<ul>\r\n\t<li>Orchestrate journeys that accelerate product growth and maturity<\/li>\r\n\t<li>Engage individual users and turn them into lifelong champions<\/li>\r\n\t<li>Increase team efficiencies, and let reps do what they do best...SELL!<\/li>\r\n<\/ul>\r\n<p>Register now to learn how to make 2023 your best year yet!<\/p>","post_title":"Bringing Sexy Back: 5 Trendsetting Resolutions for B2B Marketers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"bringing-sexy-back-5-trendsetting-resolutions-for-b2b-marketers","to_ping":"","pinged":"","post_modified":"2023-01-20 09:29:44","post_modified_gmt":"2023-01-20 17:29:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=106223","menu_order":2,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 12, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":8,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"B2B Webinar\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/bringing-sexy-back-5-trendsetting-resolutions-for-b2b-marketers\/"},{"ID":106271,"post_author":"97","post_date":"2022-12-09 13:20:04","post_date_gmt":"2022-12-09 21:20:04","post_content":"<p><img class=\"aligncenter wp-image-106667\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/gartner-grid-266x300.png\" alt=\"\" width=\"450\" height=\"507\" \/><\/p>\r\n<p>Iterable is honored to be named a \u201cCustomers' Choice\u201d vendor in the Gartner\u00ae Peer Insights\u2122 Voice of the Customer: Multichannel Marketing Hubs, report.\u00a0<\/p>\r\n<p>Here\u2019s a sneak peek at what Iterable customers told Gartner in their latest \u201cVoice of the Customer\u201d report:\u00a0<\/p>\r\n<ul>\r\n\t<li aria-level=\"1\"><b>100% <\/b>of our customers would recommend using Iterable<\/li>\r\n\t<li aria-level=\"1\">Iterable recognized in the<b> \u201cCustomers' Choice\u201d<\/b> category, exceeding the market average for both overall experience and user interest and adoption<\/li>\r\n<\/ul>\r\n<p>Iterable Customers are saying:<\/p>\r\n<p style=\"padding-left: 40px;\"><b>\u201cIterable Changed the Game for Us.\u201d<\/b><\/p>\r\n<p style=\"padding-left: 40px;\">\u201cI fell in love with Iterable as soon as I found it. We were struggling with having our communications spread out across all different tools and Iterable has allowed us to bring everything into one place.\u201d\u00a0<\/p>\r\n<p style=\"padding-left: 40px;\"><b><i>- Director of Growth, Travel and Hospitality (<\/i><\/b><a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4442894\"><b><i>Gartner<\/i><\/b><\/a><b><i>)<\/i><\/b><\/p>\r\n<p style=\"padding-left: 40px;\"><b>\u201cThe Single Best Multichannel Platform in 2022\u201d<\/b>\u00a0<\/p>\r\n<p style=\"padding-left: 40px;\">\u201cIterable is the best in class when it comes to ESP's, from the technological side, the ease of integration and quality of API, the power to insert data to personalize customer experience to the incredible support from the success team.\u201d<\/p>\r\n<p style=\"padding-left: 40px;\"><b><i>- Head of CRM, Banking (<\/i><\/b><a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4210912\"><b><i>Gartner<\/i><\/b><\/a><b><i>)<\/i><\/b><\/p>\r\n<p style=\"padding-left: 40px;\">Source: Gartner Peer Insights \u2018Voice of the Customer\u2019: Multichannel Marketing Hubs, December 2022<\/p>\r\n<p>Want to see the full report? Download your complimentary copy at the top of this page.\u00a0<\/p>\r\n<p style=\"text-align: left;\">\u00a0<\/p>\r\n<p style=\"text-align: left;\"><em><span style=\"font-size: 11px;\">Gartner Disclaimer<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">GARTNER is a registered trademark and service mark, and PEER INSIGHTS is a registered trademark, and Gartner Peer Insights Customers' Choice badge is a trademark of Gartner, Inc. and\/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Iterable <a href=\"https:\/\/www.gartner.com\/doc\/reprints?id=1-2C2V0OV4&amp;ct=221223&amp;st=sb\">here<\/a>.<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences, and should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product or service depicted in this content nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.<\/span><\/em><\/p>\r\n<div style=\"width: 25%; padding: 0 10px 0 0; float: right;\">\r\n<p style=\"text-align: right;\"><img class=\"size-full wp-image-106348\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Logo_Gartner_on_white.png\" alt=\"\" width=\"99\" height=\"23\" \/><\/p>\r\n<\/div>","post_title":"2022 Gartner Peer Insights \"Voice of the Customer\": Multichannel Marketing Hubs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-customers-choice-in-gartners-peer-insights-2022","to_ping":"","pinged":"","post_modified":"2023-01-04 08:02:48","post_modified_gmt":"2023-01-04 16:02:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=106271","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"December 09, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-customers-choice-in-gartners-peer-insights-2022\/"},{"ID":106176,"post_author":"79","post_date":"2022-12-07 10:27:36","post_date_gmt":"2022-12-07 18:27:36","post_content":"<p>The gaming and entertainment industry has erupted over the last decade. In 2022, the mobile gaming industry alone garnered $103.5 billion, which, as <a href=\"https:\/\/www.statista.com\/statistics\/292751\/mobile-gaming-revenue-worldwide-device\/\" target=\"_blank\" rel=\"noopener\">Statista<\/a> says, \u201caccount[ed] for 53 percent of the <a href=\"https:\/\/www.statista.com\/statistics\/278181\/global-gaming-market-revenue-device\/\" target=\"_blank\" rel=\"noopener\">global gaming market<\/a> during the measured period.\u201d Throughout this success, the way users interact with mobile games has evolved as well.<\/p>\r\n<p>Step into a time machine and think back to the very first mobile game, <a href=\"https:\/\/www.itsnicethat.com\/features\/taneli-armanto-the-history-of-snake-design-legacies-230221\" target=\"_blank\" rel=\"noopener\">Snake<\/a>. Yep, that game where you collected blocks on a continuously growing string of blocks circling the screen on your old Nokia phone. That game first entered the zeitgeist in 1997 and, as <a href=\"https:\/\/venturebeat.com\/games\/how-mobile-gaming-has-changed-in-the-last-10-years\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a> pointed out, Snake came pre-downloaded on the phone. \u201cToday, getting your hands on a mobile game requires searching, or browsing by categories, sometimes spending money, and then downloading it on your mobile device.\u201d<\/p>\r\n<p>For a mobile gaming or entertainment brand, the question becomes: how do you get people to not only find, but also download and use your gaming app?<\/p>\r\n<h3>The Challenges of Mobile Gaming User Acquisition<\/h3>\r\n<p>When you get a new phone today it does come with some pre-installed applications. You\u2019ll have a calendar, a calculator, messaging, etc. Apps made for productivity and communication, not gaming. Users have to go out and actively search for, discover, and download mobile gaming apps. So, for brands to get users to install their apps, they need to not only be easy to find, but resonate with the users that find them. No small feat.<\/p>\r\n<p>Mobile gaming user acquisition is also <a href=\"https:\/\/mobilegrowthassociation.com\/a-look-at-rising-customer-acquisition-costs-in-2021\/\" target=\"_blank\" rel=\"noopener\">more expensive than ever<\/a>. Because downloading a game isn\u2019t a passive choice, like in the good ol\u2019 days of Snake, but an active decision, gaming apps need to put in effort to reach the end users. But, with over <a href=\"https:\/\/playtoday.co\/blog\/stats\/mobile-game-statistics\/\" target=\"_blank\" rel=\"noopener\">900K mobile games<\/a> available in the App Store, the market has become highly saturated, making it that much more difficult for gaming apps to set themselves apart.<\/p>\r\n<h3>Overcoming the Challenges<\/h3>\r\n<p>As a gaming brand, the onus is on you to appeal to the customer. Because of the swath of gaming apps that exist, if a customer can\u2019t find yours, they have plenty of other options. To set your app apart you need to:<\/p>\r\n<ul>\r\n\t<li>Understand your target audience<\/li>\r\n\t<li>Make sure your target audience can find you<\/li>\r\n\t<li>Define what success looks like to be able to adjust your strategy, if needed<\/li>\r\n<\/ul>\r\n<h4>Understanding Your Target Audience<\/h4>\r\n<p>Understanding your target audience is more than the simple demographic stats. You can create personas until the cows come home, but in addition to just who you think will use your app, you have to think about why and how.<\/p>\r\n<p>As <a href=\"https:\/\/www.contentstack.com\/blog\/all-about-headless\/7-strategies-to-increase-game-app-revenue\/\" target=\"_blank\" rel=\"noopener\">ContentStack<\/a> puts it, \u201cThe rise of mobile gaming has created an entirely new type of gamer. Today, the market is the mom waiting in the school pick up line, the corporate employee waiting for a meeting to start, and regular folks looking to unwind after a long day at work.\u201d<\/p>\r\n<p>Consider the motivation behind your app download. According to Facebook\u2019s <a href=\"https:\/\/scontent-bos5-1.xx.fbcdn.net\/v\/t39.8562-6\/292494306_761788118350023_7680366284169070900_n.pdf\/Big-Catch-for-Gaming.pdf?_nc_cat=106&amp;ccb=1-7&amp;_nc_sid=ad8a9d&amp;_nc_ohc=9ySSuOjBmM8AX-jVrIB&amp;_nc_ht=scontent-bos5-1.xx&amp;oh=00_AfDmcPBVVHcBDg-2ErKiZjoETqlgvsZcINxVgNgZi0jBOg&amp;oe=638D555A\" target=\"_blank\" rel=\"noopener\">Big Catch for Gaming<\/a>, the top five reasons people play games are: relieving stress, passing time, feeling accomplished, defeating others, and being dazzled. Your audience could have multiple motivations, but including motivation in your audience analysis gives you the ability to segment your larger audience and create content specifically for these different groups.<\/p>\r\n<h4>Reaching Your Target Audience<\/h4>\r\n<p>Once you\u2019ve established the who, what, and why of your audience, how do they find your app? Put simply, there are two ways to go about mobile gaming user acquisition: paid methods, and organic ones.<\/p>\r\n<h5>Paid Methods<\/h5>\r\n<p>When we say paid methods, we\u2019re mostly talking about advertisements. Think about all the times you\u2019ve seen an ad for an app as you\u2019re scrolling through Instagram or TikTok\u2014boom. Acquisition tactic. According to <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-games\/user-acquisition-strategy-mobile-games\" target=\"_blank\" rel=\"noopener\">Udonis<\/a>, \u201cmobile gaming accounts for 50% of user acquisition ad spending.\u201d<\/p>\r\n<p>Another form of paid acquisition is referrals. Getting existing users to invite their friends is a powerful method for not only gaining new users, but retaining them by building a community. It\u2019s considered a paid method, while indirect, because the existing users are often rewarded for referring friends. (Think: credits, free features, extra lives, etc.)<\/p>\r\n<h5>Organic Methods<\/h5>\r\n<p>As for organic methods for acquiring new users, this is all about making your app easy to find. Whether it be on search engine result pages (SERPs) or <a href=\"https:\/\/iterable.com\/blog\/watch-listen-yodel-mobile-advice-for-app-growth\/\" target=\"_blank\" rel=\"noopener\">in the app store<\/a>\u2014via App Store Optimization (ASO)\u2014you want your app to appear at the top of the list.<\/p>\r\n<p>ASO, also known as App Store Marketing or Mobile App SEO, is similar to good old-fashioned SEO, but instead of search engines, the arena is app stores. Like <a href=\"https:\/\/www.searchenginejournal.com\/app-store-optimization-how-to-guide\/241967\/#close\" target=\"_blank\" rel=\"noopener\">Search Engine Journal<\/a> says, \u201cYou may be surprised to discover that lots of the traditional search engine optimization tactics that work for search engine performance, such as Google and Bing, can also be directly applied to ASO.\u201d<\/p>\r\n<p>Paid and organic methods aren\u2019t mutually exclusive. In fact, we recommend a hybrid approach using both paid and organic to reach your target audience. Just be sure you know how to determine what works and what doesn\u2019t.<\/p>\r\n<h4>Defining Success<\/h4>\r\n<p>Once you narrow down your audience and develop paid and organic marketing strategies, you have to determine what success looks like for your brand. Your segmentation strategy and marketing channels aren\u2019t set in stone, but if you don\u2019t know if they\u2019re working or not, you won\u2019t be able to adjust accordingly.<\/p>\r\n<p>Let\u2019s say you\u2019re planning to launch a campaign. What are you expecting to happen in the first 30, 60, 90 days of this campaign? In the early stages, you\u2019ll want to consider the obvious key performance indicators (KPIs), like number of app downloads. But in the later stages, look at the actual app usage. What are these users doing in the app? How often are they opening the app? Have they made any in-app purchases? Have they upgraded their subscription?<\/p>\r\n<p>All of these metrics can help quantify the value of the users you\u2019re acquiring. If they are downloading the app and not using it, or, worse, deleting it, maybe you need to adjust your audience or discovery tactics. Everything can be fixed, you just need metrics to know what needs to be fixed.<\/p>\r\n<h3>Acquisition is Just the Beginning\u2026<\/h3>\r\n<p>If only it was as easy as just getting users to download the app. All that work and we\u2019re just getting started because, unfortunately, apps can be deleted as easily as they can be downloaded.<\/p>\r\n<p>Mobile gaming user acquisition\u2014as we\u2019ve just covered\u2014is no small undertaking, which is why retaining customers is incredibly important and valuable. Stay tuned for the next part of this series where we\u2019ll cover mobile gaming app retention strategies.<\/p>\r\n<p><em>For more information on how Iterable can play a role in your mobile gaming app marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Level Up Your Mobile Gaming User Acquisition Tactics","post_excerpt":"Mobile gaming user acquisition is also more expensive than ever. How do you get new users to find, download, and use your gaming app?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"level-up-your-mobile-gaming-user-acquisition-tactics","to_ping":"","pinged":"","post_modified":"2022-12-13 06:38:43","post_modified_gmt":"2022-12-13 14:38:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106176","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile gaming user acquisition\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/level-up-your-mobile-gaming-user-acquisition-tactics\/"},{"ID":105764,"post_author":"71","post_date":"2022-12-06 09:59:45","post_date_gmt":"2022-12-06 17:59:45","post_content":"<p>SMS enables near real-time connection and engagement at massive scale, making it a truly invaluable medium for brands\u2014but only if it\u2019s done well.<\/p>\r\n<p>Text messaging comes with a lot of nuance and complexity, so marketers\u2019 foray into SMS\/MMS must be intentional, focused, and well-planned. In this webinar, we\u2019ll provide step-by-step guidance for building an effective SMS program to delight customers and supercharge acquisition, loyalty, and revenue.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Best practices for launching, managing, and optimizing an SMS program that\u2019s catered to your organization\u2019s\u2014and your customers\u2019\u2014specific needs<\/li>\r\n\t<li>Tactical guidance on navigating setup, deliverability &amp; compliance, growing your user base, setting KPIs, and proving the overall ROI of the channel<\/li>\r\n\t<li>Deep perspective on how to incorporate SMS into your cross-channel strategy<\/li>\r\n<\/ul>\r\n<p>Featuring our partner:\u00a0<\/p>\r\n<p><img class=\"alignnone size-medium wp-image-100675\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Telnyx-Logo-300x59.png\" alt=\"\" width=\"300\" height=\"59\" \/><\/p>","post_title":"Don't Get Left On Read: SMS Strategies for the Savvy Marketer","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"sms-strategies-for-the-savvy-marketer","to_ping":"","pinged":"","post_modified":"2023-01-25 12:00:57","post_modified_gmt":"2023-01-25 20:00:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=105764","menu_order":4,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 06, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":67,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/sms-strategies-for-the-savvy-marketer\/"},{"ID":106070,"post_author":"103","post_date":"2022-12-06 08:52:32","post_date_gmt":"2022-12-06 16:52:32","post_content":"<p>In part two of this series, we\u2019ll explore how to efficiently automate complex journeys. With so many opportunities to personalize messages throughout the customer lifecycle, it can feel overwhelming, and we\u2019re here to help unpack it together.<\/p>\r\n<p>During this webinar, you\u2019ll learn all about how Ryan Glanzer, Senior Manager of Lifecycle Marketing at ConsumerAffairs, leverages Iterable to send automated, relevant, and personalized messages to users depending on where they fall in their unique journey.<\/p>\r\n<p>Hosted by Iterable\u2019s Senior Customer Marketing Manager, Sarah Lubecki, Ryan will share how his team uses profile field attributes to bucket users and send them through their individualized journeys via split nodes. Learn from a true Maker about how he approaches making the user experience personalized and unique, all while saving about 170 hours of work.<\/p>\r\n<p><strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to consolidate and automate journeys for better efficiency<\/li>\r\n\t<li>New ways to use profile fields to send unique messages<\/li>\r\n\t<li>Tricks on how to save time and resources while maintaining a high level of personalized journeys<\/li>\r\n<\/ul>","post_title":"Ask a Maker About: How ConsumerAffairs Automates Complex Customer Journeys","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers. ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-maker-about-how-consumeraffairs-automates-complex-customer-journeys","to_ping":"","pinged":"","post_modified":"2023-01-11 09:58:49","post_modified_gmt":"2023-01-11 17:58:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=106070","menu_order":3,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 06, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":67,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AMA January\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-maker-about-how-consumeraffairs-automates-complex-customer-journeys\/"},{"ID":106084,"post_author":"79","post_date":"2022-12-05 08:02:26","post_date_gmt":"2022-12-05 16:02:26","post_content":"<p>Our engineering team at Iterable strives to enable marketers to deliver high quality customer experiences at scale. Releasing updates and new features without any failures (such as service impairment or outage) is an essential part in accomplishing this goal, and the Change Failure Rate of the DORA metrics helps us measure this.<\/p>\r\n<p><a href=\"https:\/\/cloud.google.com\/blog\/products\/devops-sre\/dora-2022-accelerate-state-of-devops-report-now-out\" target=\"_blank\" rel=\"noopener\">DevOps Research and Assessment (DORA)<\/a> metrics refer to the four key metrics that DevOps teams use to measure performance of delivery practice of an organization. They are deployment frequency (DF), lead time for changes (LT), mean time to recovery (MTTR), and change failure rate (CFR).<\/p>\r\n<h3>Why We Integrated Jellyfish<\/h3>\r\n<p>Change Failure Rate is the percentage of deployments that result in degraded services in production. Calculating this metric is simple\u2014take the number of failures and divide them by the total number of deployments. What is not so simple, though, is getting the total number of deployments\u2014or the Deployment Frequency of the DORA.<\/p>\r\n<p>This data is usually available in your organization\u2019s pipeline tool, but oftentimes the tool does not come with an out-of-the-box solution for you to automatically retrieve them. <a href=\"https:\/\/harness.io\/\" target=\"_blank\" rel=\"noopener\">Harness<\/a>, the CI\/CD pipeline tool used at Iterable, was no exception. We had this data in Harness, but the only way to pull them was to create a custom dashboard and perform a manual check every month. This was not scalable, nor did we have a centralized place to record the number and analyze the trends.<\/p>\r\n<p>That\u2019s why we decided to integrate Harness with <a href=\"https:\/\/jellyfish.co\/platform\/devops-metrics\/\" target=\"_blank\" rel=\"noopener\">Jellyfish<\/a>. Jellyfish provides a way to collect and organize the Deployment Frequency data via a simple POST API endpoint that can be added to each pipeline. The challenge here was that there was no article available that shows us how to implement this step by step. So with the help of our site reliability team and their expertise, we decided to put together one ourselves. In this article we will walk you through the steps we took to integrate Harness with Jellyfish to automatically collect deployment frequency.<\/p>\r\n<h3>How We Integrated Jellyfish<\/h3>\r\n<p>This integration was done in three main steps. First, we built a shell script, then, we configured Harness, and, lastly, we tested and launched.<\/p>\r\n<h4>Building a Shell Script<\/h4>\r\n<p>The core part of the integration was pretty simple: writing a shell script that calls Jellyfish\u2019s deployment POST endpoint. There were a few pieces of information to gather before writing the actual script.<\/p>\r\n<h4>Understanding Jellyfish Requirements<\/h4>\r\n<p>To send data from Harness to Jellyfish, we first needed to store the API key of Jellyfish in Harness. This was done via <a href=\"https:\/\/docs.harness.io\/article\/ygyvp998mu-use-encrypted-text-secrets\" target=\"_blank\" rel=\"noopener\">Secrets Management<\/a> in Harness UI. (Note: only the users with admin permissions are able to add secrets.) After adding the secret, you can reference the key using the following expression: <code>${secrets.getValue(\"secret_name\")}<\/code><\/p>\r\n<p>After storing the API key, we took a look at the fields required by the endpoint. Jellyfish lists the minimum API specifications for Deployment POST Endpoint <a href=\"https:\/\/help.jellyfish.co\/hc\/en-us\/articles\/9281148741901-Sending-deployment-data-via-the-API-s-Deployment-POST-Endpoint\" target=\"_blank\" rel=\"noopener\">here<\/a>, namely:<\/p>\r\n<ul>\r\n\t<li>reference_id (string)<\/li>\r\n\t<li>deployed_at in ISO 8601 datetime string (YYYY-MM-DDThh:mm:ss, in UTC)\u00a0<\/li>\r\n\t<li>repo_name (string)<\/li>\r\n\t<li>commit_sha or prs (array)<\/li>\r\n<\/ul>\r\n<p>Optional (but useful) fields we decided to use:<\/p>\r\n<ul>\r\n\t<li>name<\/li>\r\n\t<li>labels<\/li>\r\n\t<li>is_successful<\/li>\r\n\t<li>source_url<\/li>\r\n<\/ul>\r\n<h4>Understanding Built-In Harness Variables<\/h4>\r\n<p>To pass those minimum requirements to Jellyfish, we used the built-in Harness variables as much as possible. The following list is what we ended up using. (You can find the full list of built-in variables <a href=\"https:\/\/docs.harness.io\/article\/aza65y4af6-built-in-variables-list\" target=\"_blank\" rel=\"noopener\">here<\/a>.)<\/p>\r\n<ul>\r\n\t<li>workflow.variables.githash (Used for commit_sha)<\/li>\r\n\t<li>workflow.startTs (Used for generating unique reference_id for each deploy, combined with commit sha)<\/li>\r\n\t<li>service.name (Passed as labels)<\/li>\r\n\t<li>deploymentUrl (Passed as source_url. It provides a direct link to the deploy in the Harness Deployments page)<\/li>\r\n<\/ul>\r\n<h4>The Shell Script<\/h4>\r\n<p>After we safely secured the Jellyfish API key, nailed down the requirements, and took Harness variables into account, we had to write the script. Here\u2019s what we landed on, after going through many different variations along the way:<\/p>\r\n\r\n[caption id=\"attachment_106085\" align=\"alignnone\" width=\"692\"]<img class=\"size-full wp-image-106085\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/12.png\" alt=\"The final shell script\" width=\"692\" height=\"532\" \/> <em>Final shell script. <\/em>[\/caption]\r\n\r\n<p>To write this script, we took the <a href=\"https:\/\/help.jellyfish.co\/hc\/en-us\/articles\/9281148741901-Sending-deployment-data-via-the-API-s-deployment-POST-endpoint#heading-2\" target=\"_blank\" rel=\"noopener\">sample curl request<\/a> from Jellyfish and built on it. Since we\u2019re passing more metadata than the sample, we separated out the request payload in its own <code>generate_post_data()<\/code> definition for easier reading. In addition, we found it easier to declare variables for certain fields like <code>apiKey<\/code> and <code>sha<\/code> before passing them into the payload. Doing this also proved to be a better way to simplify the syntax\u2014otherwise the script would be harder to maintain.<\/p>\r\n<h4>Additional Metadata Explained<\/h4>\r\n<p>Although the <code>name<\/code> field is not required, this field is visible in the Jellyfish\u2019s Deployment table (screenshot in the Results section). We wanted this field to be unique enough to identify each deploy and also human readable, hence combined <code>service.name<\/code> and the <code>deployed_at<\/code> timestamp.<\/p>\r\n<p><code>is_successful<\/code> and <code>X-jf-api-backfill-commits<\/code><\/p>\r\n<p><code>is_successful<\/code> tag was added in to indicate whether a deploy was successful or not (more on this in the Configuring Harness section below). <code>X-jf-api-backfill-commits<\/code> tag was added to enable Jellyfish\u2019s <a href=\"https:\/\/help.jellyfish.co\/hc\/en-us\/articles\/9281148741901-Sending-deployment-data-via-the-API-s-Deployment-POST-Endpoint#heading-1\" target=\"_blank\" rel=\"noopener\">Commit \u201cbackfilling\u201d feature<\/a> that calculates lead time for changes more accurately. This essentially finds and sends in all the commits associated with each deployment, along with the HEAD commit being deployed. <code>is_successful<\/code> and <code>X-jf-api-backfill-commits<\/code> tags are recent additions, and are optional.<\/p>\r\n<h3>Configuring Harness<\/h3>\r\n<p>Once we had a final version of the shell script, we applied it to workflows in Harness. In doing so, we made sure to experiment with our changes on a test workflow\u2014a simplified version of the most frequently used workflow.<\/p>\r\n<h4>Adding the Script in the Right Place<\/h4>\r\n<p>Finding the correct workflow step for the script to run within took some trial and error. At first, we placed the script at the Post-Deployment step. This was most logical at the time, as we only wanted to track and send the deploy data only when the deployment is fully complete, and the Post-Deployment step is the concluding step of the workflow.<\/p>\r\n\r\n[caption id=\"attachment_106097\" align=\"alignnone\" width=\"584\"]<img class=\"size-full wp-image-106097\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/11.png\" alt=\"Post-deployment at the end of a workflow\" width=\"584\" height=\"256\" \/> <em>The Post-Deployment step is the concluding step of the workflow.<\/em>[\/caption] [caption id=\"attachment_106091\" align=\"alignnone\" width=\"530\"]<img class=\"size-full wp-image-106091\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/10.png\" alt=\"error message\" width=\"530\" height=\"70\" \/> <em>The shell script failed in an error, when placed at the Post-Deployment step<br \/>\r\n<\/em>[\/caption]\r\n\r\n<p>But, that didn\u2019t work quite as expected. It resulted in \u201ca bad substitution\u201d error at pulling in <code>${service.name}<\/code> as shown above. As it turns out, at this step of the workflow, <code>${service.name}<\/code> variable was no longer in scope to be referenced. This made us move the script to take place earlier in the workflow where the variable is still in scope, right before it reaches the Post-Deployment phase.<\/p>\r\n\r\n[caption id=\"attachment_106103\" align=\"alignnone\" width=\"812\"]<img class=\"size-full wp-image-106103\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/9.png\" alt=\"Script moved earlier in the workflow\" width=\"812\" height=\"390\" \/> <em>Moved the script step to take place before the Post-Deployment.<\/em>[\/caption]\r\n\r\n<p>And voila! That change resolved the bad substitution error.<\/p>\r\n<h4>Adding an Execution Condition<\/h4>\r\n<p>After we added the script, we wanted to ensure only the production deploy is sent to Jellyfish, and staging deploys aren\u2019t. We did this by setting an execution condition on the script using the <code>${env.name}<\/code> variable. If the deployment is for a staging environment, it will skip the script execution.<\/p>\r\n\r\n[caption id=\"attachment_106109\" align=\"alignnone\" width=\"818\"]<img class=\"size-full wp-image-106109\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/8.png\" alt=\"Skip conditions modal\" width=\"818\" height=\"142\" \/> <em>Detailed view of the skip conditions modal.<\/em>[\/caption]\r\n\r\n<p>The Deployment to Jellyfish tile with the skip logic (yellow icon):<\/p>\r\n\r\n[caption id=\"attachment_106115\" align=\"alignnone\" width=\"819\"]<img class=\"size-full wp-image-106115\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/7.png\" alt=\"skip logic\" width=\"819\" height=\"379\" \/> <em>Execution skip logic is indicated with yellow icon.<\/em>[\/caption]\r\n\r\n<h4>Adding Failure Strategy<\/h4>\r\n<p>One final remaining configuration was Failure Strategy. It was critical for the script step to not interfere with the ongoing deployment in any way, even if it errors out. This was achieved by specifying which type of script failures can be ignored in the workflow.<\/p>\r\n\r\n[caption id=\"attachment_106121\" align=\"alignnone\" width=\"589\"]<img class=\"size-full wp-image-106121\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/6.png\" alt=\"failure strategy\" width=\"589\" height=\"293\" \/> <em>Detailed view of the failure strategy modal.<\/em>[\/caption]\r\n\r\n<h4>Repeat for Failed Deployment Scenario<\/h4>\r\n<p>Once the failure strategy was added, we were all set to send successful deployments to Jellyfish. Since we wanted to capture failed deployments as well, we followed the same process above one more time, with a couple of changes.<\/p>\r\n<p>First, we cloned the script (call it a \u201cfailed\u201d version) and replaced <code>is_successful=true<\/code> with <code>is_successful=false<\/code>. Jellyfish can filter between successful versus failed deployments based on this tag.<\/p>\r\n<p>Then, we had to look for the best step for this failed version of the script to run. It wouldn\u2019t make sense to place the script at the same step as successful deploy. Failed deploy takes a rollback route in a workflow, successful deploy doesn\u2019t. This made us choose to place the script at the end of the rollback step.<\/p>\r\n\r\n[caption id=\"attachment_106127\" align=\"alignnone\" width=\"832\"]<img class=\"size-full wp-image-106127\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/5.png\" alt=\"workflow showing failed version at the end of rollback step\" width=\"832\" height=\"390\" \/> <em>The failed version of the script was placed at the end of the rollback step.<\/em>[\/caption]\r\n\r\n<p>Lastly, the same set of execution conditions and failure strategy was applied. The workflow\u2019s main deploy tile looked something like this at the end:<\/p>\r\n<p>View of the main deploy tile at the end:<\/p>\r\n\r\n[caption id=\"attachment_106133\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-106133\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/4.png\" alt=\"Main deploy tile\" width=\"1600\" height=\"891\" \/> <em>View of the main deploy tile at the end.<\/em>[\/caption]\r\n\r\n<h3><br \/>\r\nTest and Launch<\/h3>\r\n<p>Testing is our third step in this article, but by no means should you skip testing until later in the project. <strong>We recommend running a test deploy with a simplified version of a workflow in each step of the project<\/strong>, making sure to use a non-production environment, dummy service, and build. We were able to catch most errors and mistakes (syntax error, data type mismatch, etc) early on by testing frequently.<\/p>\r\n<p>Some of the errors we were able to handle include:<\/p>\r\n<ul>\r\n\t<li>400 Bad request<\/li>\r\n\t<li>403 Unauthorized<\/li>\r\n\t<li>Bad substitution<\/li>\r\n\t<li>Failed to parse request data as JSON<\/li>\r\n\t<li>Syntax error<\/li>\r\n<\/ul>\r\n<p>After we verified that our test deploy runs to Jellyfish consistently returned success status, we felt confident and expanded the same script and configuration to all live workflows in Harness.<\/p>\r\n<h3>The Results<\/h3>\r\n<p>We did it! We successfully launched this integration for 11 workflows in total. Below is a sneak peek of our deployments in November 2022 in Jellyfish.<\/p>\r\n\r\n[caption id=\"attachment_106139\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-106139\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/3.png\" alt=\"successful launch\" width=\"1600\" height=\"565\" \/> <em>From left to right: Deployment = name, Deployed At = deployed_at, Successful = is_successful, Teams (lists of teams contributed to the deploy - not covered in this blog), Source = source_url.<\/em>[\/caption]\r\n\r\n<p>We can also review our deployment rate breakdown by day, week and month, and gauge where we stand according to the delivery performance metric from the <a href=\"https:\/\/cloud.google.com\/blog\/products\/devops-sre\/using-the-four-keys-to-measure-your-devops-performance\" target=\"_blank\" rel=\"noopener\">DORA report<\/a>:<\/p>\r\n\r\n[caption id=\"attachment_106145\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-106145\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/2.png\" alt=\"Jellyfish deployment rate\" width=\"1600\" height=\"484\" \/> <em>Daily view of Deployment Rate In November 2022 in Jellyfish.<\/em>[\/caption] [caption id=\"attachment_106151\" align=\"alignnone\" width=\"1009\"]<img class=\"size-full wp-image-106151\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1.png\" alt=\"delivery performance metric\" width=\"1009\" height=\"176\" \/> <em>Delivery performance metric from the DORA report.<\/em>[\/caption]\r\n\r\n<p>By integrating Harness with Jellyfish to automate Deployment Frequency reporting, we no longer need to perform any manual checks to count how many deployments we had in a month. Having more accurate data on both types of deployments (successes versus. failures) also gave us a better insight into deployment trends and efficiency. This Deployment Frequency data will serve as a basis to measuring Change Failure Rate \u2014the main objective that started this project\u2014to improve the overall quality of product delivery of our engineering org in the long run. Jellyfish helped us streamline and visualize the process, and, at Iterable, we plan to continue utilizing it for the rest of the DORA metrics.<\/p>\r\n<p><em>To learn more about Iterable's capabilities,<a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\"> schedule a demo<\/a> today.<\/em><\/p>","post_title":"Deployment Frequency Tracking With Harness-Jellyfish Integration","post_excerpt":"Our Jellyfish integration allows us to organize Deployment Frequency data via a simple POST API endpoint that can be added to each pipeline.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"deployment-frequency-tracking-with-harness-jellyfish-integration","to_ping":"","pinged":"","post_modified":"2022-12-05 08:02:26","post_modified_gmt":"2022-12-05 16:02:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106084","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/deployment-frequency-tracking-with-harness-jellyfish-integration\/"},{"ID":105771,"post_author":"79","post_date":"2022-11-30 13:24:30","post_date_gmt":"2022-11-30 21:24:30","post_content":"<p>There\u2019s a wide variety of marketing channels brands can use to communicate with their customers\u2014email, SMS, push notifications, etc. But, cross-channel marketing doesn\u2019t just mean using multiple channels, it means using those channels in a cohesive way to create a seamless experience for customers. On average, a customer interacts with <a href=\"https:\/\/www.outbrain.com\/blog\/best-practices-for-competitive-omnichannel-b2c-marketing\/\" target=\"_blank\" rel=\"noopener\">six-to-eight touchpoints<\/a> before making a purchase. Each interaction shouldn\u2019t require the customer to start from scratch\u2014they should build on one-another, creating an overarching journey that leads the customer to purchase.<\/p>\r\n<p>The challenge with building a cohesive cross-channel strategy, however, is being able to prove the return on investment (ROI). With channels ending up in silos, trying to measure the return can often result in individual channel ROI versus an overall ROI. To help overcome those hurdles, we\u2019re offering five tips for measuring cross-channel marketing ROI.<\/p>\r\n<h3>1. Know Your Channels<\/h3>\r\n<p>When designing a cross-channel marketing strategy, with ROI in mind, it\u2019s crucial to identify the channels your brand will be using to reach customers. You don\u2019t have to use every single channel, but use the channels that make sense for your brand, customers, and product.<\/p>\r\n<p>Understanding which channels you\u2019ll be using and the strengths of each channel will help you determine the impact each channel has on the customer journey. SMS for example, is the perfect channel for urgent communications. If a deal is about to expire, send customers an SMS to let them know. An email, however, is less urgent but better for fitting more information. Decide which channels will be a part of your journey and play to their strengths.<\/p>\r\n<h4>Envision the Journey<\/h4>\r\n<p>Speaking of the customer journey, when aiming to understand cross-channel marketing ROI, marketing teams need to consider what the whole cross-channel journey will look like for each customer. What is the first touchpoint? What comes next? What if they take an unexpected path? Do you have a plan?<\/p>\r\n<p>Without a journey designed to take advantage of each channel, it\u2019s hard to measure how effective the overall cross-channel strategy is. You\u2019ll end up re-siloing the channels when looking at ROI because collectively they can\u2019t communicate with one another like they should be.<\/p>\r\n<h3>2. Set Goals<\/h3>\r\n<p>To determine if your cross-channel strategy is delivering a high ROI, you have to first set goals you want to accomplish. What are you hoping to achieve by implementing a cross-channel strategy? Without setting goals, it will be hard to suss out what impact your cross channel strategy is having on your bottom line.<\/p>\r\n<p>For example, maybe one goal is to increase app downloads. Your team can design a path to download through multiple marketing channels. First, maybe you send subscribers an email with a deep link to the app store. If users don\u2019t open it, maybe then you send an SMS. By setting app download as the goal, you can determine right away which channel\u2014or, more likely, channel combination\u2014is more successful in achieving that goal.<\/p>\r\n<h3>3. Test, Test, and Test Again<\/h3>\r\n<p>When achieving goals, if at first you don\u2019t succeed, try and try again. The way to accomplish the goals you\u2019ve set is to test out different scenarios to see which is the most impactful. If you give up after the first failed attempt, you\u2019ll end up unfairly skewing your marketing ROI\u2014if a desired goal isn\u2019t met, you\u2019ve sunk costs. But, if you can adapt and test all possible scenarios, you can improve your return by running the most impactful campaigns.<\/p>\r\n<p>What\u2019s better than testing? Automated testing. With Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">channel optimization<\/a>, you can automatically run tests to design a customer journey that garners the highest engagement. Not only is this process automated, but it\u2019s on an individual level. Iterable\u2019s AI-powered optimization suite can, based on historical data, determine the channel with which each user is more likely to engage.<\/p>\r\n<h3>4. Define Key Performance Indicators<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/marketing-kpis-to-focus-on-in-2022\/\" target=\"_blank\" rel=\"noopener\">Key performance indicators (KPIs)<\/a> can determine whether or not your cross-channel campaigns are having a positive impact on your bottom line. Without setting KPIs it\u2019ll be difficult to determine what tests are successful and which aren\u2019t. KPIs help your team both define goals and determine if they\u2019ve been accomplished.<\/p>\r\n<p>It\u2019s important to note that there are both channel-specific and overall KPIs\u2014both of which you should keep track of when trying to measure cross-channel ROI.<\/p>\r\n<p><strong>Overall KPIs:<\/strong><\/p>\r\n<ul>\r\n\t<li>Customer Acquisition Cost (CAC)<\/li>\r\n\t<li>Customer Lifetime Value (LTV)<\/li>\r\n<\/ul>\r\n<p><strong>Channel-Specific KPIs:<\/strong><\/p>\r\n<ul>\r\n\t<li>Email deliverability<\/li>\r\n\t<li>App user growth<\/li>\r\n<\/ul>\r\n<h3>5. Let Your Tools Do the Work<\/h3>\r\n<p>The right martech tools can take your marketing efforts to the next level. With technology providing capabilities\u2014like automation\u2014measuring marketing ROI should be a breeze. You\u2019ll be able to understand exactly how each channel is performing not only alone, but as part of a broader cross-channel strategy.<\/p>\r\n<p>With Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, as an example, your marketing team will be able to evaluate each step of the customer journey with detailed analytics. These analytics allow you to adjust message-level resonance, calibrate Journey progression, measure campaign proficiency, and assess lifecycle efficacy holistically. Like we said, measuring cross-channel marketing ROI will be a breeze.<\/p>\r\n<h3>Understanding Cross-Channel Marketing ROI<\/h3>\r\n<p>Cross-channel ROI is the return on investment of the entire cross-channel strategy\u2014each step in the overall journey working together in unison. To measure this ROI you need to understand how each channel interacts with one another to lead customers to a purchasing decision. When layering marketing channels on top of one another they become more powerful, so your marketing team can\u2019t just look at the performance of each individual channel\u2014they\u2019ll end up selling themselves short.<\/p>\r\n<p>By knowing your channels, envisioning the journey, setting goals, testing, and implementing the right martech tools, you\u2019ll be able to measure the cross-channel ROI. Not only that, you\u2019ll be able to develop a successful cross-channel marketing strategy.<\/p>\r\n<p><em>To learn more about how Iterable\u2019s capabilities can help your team measure cross-channel marketing ROI, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"5 Tactics to Deliver Cross-Channel Marketing ROI","post_excerpt":"Trying to measure return can often result in individual channel ROI, so we\u2019re offering five tips for measuring cross-channel marketing ROI.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tactics-to-deliver-cross-channel-marketing-roi","to_ping":"","pinged":"","post_modified":"2022-11-30 13:24:30","post_modified_gmt":"2022-11-30 21:24:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105771","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"cross-channel marketing ROI\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-tactics-to-deliver-cross-channel-marketing-roi\/"},{"ID":105661,"post_author":"79","post_date":"2022-11-23 06:24:54","post_date_gmt":"2022-11-23 14:24:54","post_content":"<p>The holidays are a time when we see brands\u2019 ingenuity really shine. At the end of the year, there\u2019s one last push to make sales and gain new customers so brands can start the next year off right. Come November, marketing teams flex their creative muscles to create eye-catching Thanksgiving-themed campaigns.<\/p>\r\n<p>We found and compiled some of the best Turkey Day emails that demonstrate both individualization and innovation.<\/p>\r\n<h3>Subtle Geo-Location<\/h3>\r\n<p>As you know, we\u2019re fans of <a href=\"https:\/\/iterable.com\/blog\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, especially individualization that takes advantage of dynamic content or segmentation. <a href=\"https:\/\/resy.com\/\" target=\"_blank\" rel=\"noopener\">Resy<\/a>, the reservation app, used the most subtle form of geo-location in their Thanksgiving campaign. It\u2019s so subtle you may even miss it. The second paragraph ends with \u201c...where you can find the latest special offerings in Chicago\u2014for Thanksgiving, or any time.\u201d<\/p>\r\n\r\n[caption id=\"attachment_105662\" align=\"alignnone\" width=\"1342\"]<img class=\"size-full wp-image-105662\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-resys-tips-for-thanksgiving-2022-11-17-10_03_33-edit.png\" alt=\"Resy uses geo-location in their thanksgiving campaign\" width=\"1342\" height=\"7138\" \/> <em>Resy uses subtle geo-location to individualize their Thanksgiving emails. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/resys-tips-for-thanksgiving\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>The way this location is incorporated into the email makes us think a smart segmentation strategy is behind it. By knowing where users live, Resy can easily segment their email lists to send location-specific content to each zip code. Because only the intro copy is customized, this could have also been done with dynamic content, where the whole top content block is automatically pulled in based on individual user data.<\/p>\r\n<h3>A Go-To Guide<\/h3>\r\n<p>Sending emails packed with helpful advice is a good way to ensure your emails are not only opened, but saved in customers\u2019 inboxes. <a href=\"https:\/\/www.aenetworks.com\/ventures\/panna\" target=\"_blank\" rel=\"noopener\">Panna<\/a>, the subscription-based digital cooking magazine from A+E Networks, sent a Thanksgiving email bursting with advice. The email starts by offering new twists on Thanksgiving classics, then has tips and tricks for a juicy turkey, and ends with Asian-inspired recipes. There\u2019s so much Panna offers in this one email.<\/p>\r\n\r\n[caption id=\"attachment_105668\" align=\"alignnone\" width=\"1337\"]<img class=\"size-full wp-image-105668\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-so-many-sides-bacon-leek-stuffing-luscious-gravy-mashed-potatoes-more-2022-11-21-12_45_24-edit-1.png\" alt=\"Panna offers helpful content for their Thanksgiving campaign\" width=\"1337\" height=\"4371\" \/> <em>Panna sent a roundup of helpful Thanksgiving information to their subscribers. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/so-many-sides-bacon-leek-stuffing-luscious-gravy-mashed-potatoes-more\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s interesting about this email is that it\u2019s almost a standalone piece of content sent directly to inboxes. Yes, you still have to click links and get taken to the Panna site, but this email reads like a content roundup. Instead of bookmarking a go-to guide in their browser, subscribers can just save the email in their inbox, knowing they can come back to it if they need.<\/p>\r\n<h3>Sharing Recipes<\/h3>\r\n<p>Majority of emails are designed to bring traffic to websites or mobile apps, but the way in which they do so can vary greatly. In the previous two examples we saw multiple CTAs with a variety of content made available to subscribers. What <a href=\"https:\/\/www.vitamix.com\/us\/en_us\" target=\"_blank\" rel=\"noopener\">Vitamix<\/a>\u2014the appliance brand\u2014did, however, was provide just one piece of information: a recipe.<\/p>\r\n\r\n[caption id=\"attachment_105674\" align=\"alignnone\" width=\"1597\"]<img class=\"size-full wp-image-105674\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-recipe-of-the-week-easy-pumpkin-risotto-whole-for-the-holidays-2022-11-17-10_57_33-edit.png\" alt=\"Vitamix shared a partial recipe\" width=\"1597\" height=\"3972\" \/> <em>Vitamix offers the ingredients of a recipe, with a CTA to the rest of the instructions. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/recipe-of-the-week-easy-pumpkin-risotto-whole-for-the-holidays\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s clever about this email is that Vitamix shared just the ingredient list, not the full recipe. Subscribers can see the ingredients, determine whether or not they want to try making the pumpkin risotto, and continue onto the site. This is another example of an email that could get saved in an inbox as a resource or one that could get forwarded to someone else who wants to make it.<\/p>\r\n<h3>Just Desserts<\/h3>\r\n<p>Rather than sharing tips for cooking at home, <a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a>\u2014the food delivery app\u2014plays to their strengths. Assuming Thanksgiving and post-Thanksgiving isn\u2019t a high-traffic time for food delivery (leftovers, anyone?) Postmates pivoted to focus on two aspects of Thanksgiving: awkward family encounters and dessert.<\/p>\r\n\r\n[caption id=\"attachment_105680\" align=\"alignnone\" width=\"1405\"]<img class=\"size-full wp-image-105680\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-reminder-25-delivery-fee-credit-2022-11-17-11_45_00-edit.png\" alt=\"Postmates reduces friction by automatically applying coupon\" width=\"1405\" height=\"3545\" \/> <em>Postmates targeted Gen Z and MIllennial customers by offering an easy escape from awkward dinners. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/reminder-25-delivery-fee-credit\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Postmates gives users a $25 delivery fee credit, telling them they can skip out on dessert at their relative\u2019s house and order dessert at home. It\u2019s a different approach to Thanksgiving dinner that seems like it was aimed at Gen Z and Millennials. What\u2019s more, Postmates reduced the friction in the path-to-purchase by not requiring a code and automatically applying the discount at purchase.<\/p>\r\n<h3>Recipe for Success<\/h3>\r\n<p>These Thanksgiving campaigns all have different ingredients that contribute to successful emails. Whether offering location-specific content or a friction-free coupon, these emails are all authentic, individualized, and helpful.<\/p>\r\n<h4>Authentic<\/h4>\r\n<p>It\u2019s no surprise that all of these Thanksgiving emails are food-related. After all, that\u2019s a big\u2014if not the biggest\u2014part of Thanksgiving. What\u2019s important to note, however, is that these brands are also all related to food in some way. Brands that stay in their realm of expertise will present themselves more authentically than brands stretching to be part of the conversation.<\/p>\r\n<h4>Individualized<\/h4>\r\n<p>The best example of individualization is the email from Resy. By adding geolocation, while subtle, they are creating a one-to-one connection with their customers. Individualization isn\u2019t going above and beyond anymore. <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">Customers are expecting it<\/a>. Individualization creates a deeper connection with your subscribers, building trust and loyalty.<\/p>\r\n<h4>Helpful<\/h4>\r\n<p>Lastly, these emails all provide something. They are either providing location-based recommendations, recipes, or discounts. Offering timely information is also highly valuable. These were all sent around Thanksgiving, making them relevant to the recipient. This, in turn, increases the likelihood of engagement.<\/p>\r\n<h3>Send Emails Customers are Thankful for<\/h3>\r\n<p>When designing Thanksgiving (or any) campaigns, put yourself in the customers\u2019 shoes. How would you feel if you received one of these emails in your inbox? How do the emails your brand sends compare? Adding authenticity, creating individualization, and offering help results in campaigns that stand out from the rest. Use the holiday email flurry to gather inbox inspiration and think about what your brand could do to improve on your holiday emails going forward.<\/p>\r\n<p><em>If you\u2019re looking to further uplevel your email marketing capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Thanksgiving Campaigns Stuffed with Creativity","post_excerpt":"We found and compiled some of the best Thanksgiving campaigns that demonstrate both individualization and innovation.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"thanksgiving-campaigns-stuffed-with-creativity","to_ping":"","pinged":"","post_modified":"2022-11-23 06:24:54","post_modified_gmt":"2022-11-23 14:24:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105661","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/thanksgiving-campaigns-stuffed-with-creativity\/"},{"ID":105631,"post_author":"79","post_date":"2022-11-21 06:35:24","post_date_gmt":"2022-11-21 14:35:24","post_content":"<p>Last year, Iterable users sent 2.3 billion emails over Black Friday\/Cyber Monday weekend\u2014doubling volumes seen in 2020. Since Iterable users are not the only brands sending marketing communications, just imagine the huge increase in overall email send volume.<\/p>\r\n<p>Beyond brands, think too about the increase in emails your customers are about to receive. Are they wanting (or even expecting) all of those emails?<\/p>\r\n<p>If you want to make sure you don't land on mailbox providers' (and your customers\u2019) naughty lists, follow our deliverability suggestions to make this season a joyful one.<\/p>\r\n<h3>Ensuring Consent-Based Sending<\/h3>\r\n<p>Many brands feel the pressure to contact all of their subscribers\u2014hoping it will maximize potential sales opportunities\u2014without realizing the long-term impact it can have on deliverability.<\/p>\r\n<p>A mailbox provider\u2019s role is to protect their ecosystem and keep their users safe by ensuring users want the emails they receive. Here are just some of the ways providers (Gmail, Yahoo, Hotmail, Apple, amongst many others) evaluate a brand\u2019s reputation:<\/p>\r\n<ul>\r\n\t<li>Measuring how much mail is marked as spam<\/li>\r\n\t<li>Keeping tabs on how many unknown users you send to<\/li>\r\n\t<li>Sending messages to <a href=\"https:\/\/sendgrid.com\/blog\/spam-traps-what-they-are-and-why-you-should-pay-attention-to-them\/\" target=\"_blank\" rel=\"noopener\">spam trap<\/a> networks<\/li>\r\n\t<li>Paying attention to whether your mail is read or just deleted<\/li>\r\n<\/ul>\r\n<p>When a brand exceeds certain thresholds, such as spam complaint rates, this is a clear signal to mailbox providers that the user doesn\u2019t want to receive these communications, which results in more of the brand\u2019s emails being sent to the spam folder.<\/p>\r\n<p>It may sound obvious, but make sure your brand is only sending marketing emails to people who have made it clear that <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">they want your email<\/a>\u2014whether through a recent opt-in or positive engagement.<\/p>\r\n<h3>Weathering a Flurry of Emails<\/h3>\r\n<p>Mailbox providers want their users to receive legitimate mail. However, with a surge in holiday volume, <a href=\"https:\/\/dataconomy.com\/2022\/07\/what-are-bad-actors-called-in-cybersecurity\/#:~:text=systems%20or%20data.-,Bad%20actor's%20cybersecurity%20definition%20(Bad%20actors%20meaning),malicious%20actor%20or%20bad%20actor.\" target=\"_blank\" rel=\"noopener\">bad actors<\/a> try to hide amongst all the noise. This results in stricter filtering from mailbox providers being applied to inbound messages.<\/p>\r\n<p>It is important to note that some mailbox providers\u2019 infrastructures aren't capable of handling the increase in email volume. What does this mean for marketers?<\/p>\r\n<ul>\r\n\t<li>Delayed delivery times<\/li>\r\n\t<li>Increased in spam placement<\/li>\r\n\t<li>Increased bounces<\/li>\r\n<\/ul>\r\n<p>While these are not guaranteed to happen to your brand, it\u2019s worth keeping an eye out for these changes during heavy send periods like the holidays.<\/p>\r\n<p><em><strong>Tip: Shifting your campaign send times to avoid the top of the hour is known to help avoid rate-limiting delays and, ultimately, blocking. This shift can be five, 10, 15 etc. minutes after the start of the hour.<\/strong><\/em><\/p>\r\n<h3>Tips and Tools to Make the \u201cNice\u201d List<\/h3>\r\n<p>Knowing how to segment your customer base is important. What times of the day have been proven to drive a lot of engagement? What campaigns have shown the most success? What learnings were gained from those that we can use for the holiday season?<\/p>\r\n<h4>Sending to Engaged Users<\/h4>\r\n<p>From a deliverability reputation standpoint, you want to make sure that the segmentation gives you a better chance of sending to engaged (as defined by you) customers, to protect your reputation with ISPs.<\/p>\r\n<p>Re-sending emails to customers who haven\u2019t opened emails in the past can be effective sometimes, but remember that these recipients are typically less likely to engage and might start to shift your deliverability down. Consider past purchase behavior and perhaps \u201cclicked but not convert\u201d as an engagement metric.<\/p>\r\n<p>On the other hand, If a user is clicking, you can assume the content was relevant for them and maybe a slight tweak to the content can get them to convert.<\/p>\r\n<h4>Fine-Tune the Volume<\/h4>\r\n<p>If you do have a large shift in volume from your normal sending, you\u2019re better off breaking it up into smaller blocks that are more similar to your usual sending patterns, even if it means spreading them across multiple days.<\/p>\r\n<p><em><strong>Tip: Try to avoid large volume spikes. If you usually send to 50k recipients, don\u2019t change from that too drastically and suddenly decide to send to 150k. Mailbox providers frown upon sudden spikes like that and will immediately defer or block the mail as a result.<\/strong><\/em><\/p>\r\n<h4>Tools That Can Help<\/h4>\r\n<p>You\u2019re not alone when it comes to making email deliverability easier this holiday season. There are tools in and out of Iterable that can help.<\/p>\r\n<p><strong>Segment Analysis<\/strong><\/p>\r\n<p>Within Iterable, if you click to see an individual campaign performance, you can see more granularity at the recipient domain level through a Segment Analysis. Here, you can see your metrics in gmail.com (Gmail), yahoo.com (Yahoo) or hotmail.com (Microsoft), for example. Some metrics might be declining overall (Opens rates), but when it\u2019s through one mailbox provider, it typically means that your reputation with this mailbox provider has diminished.<\/p>\r\n<p>If old users, never-engaged users, or users hitting the \u201cspam\u201d button are being targeted in large numbers, you will see your successful delivery rate go down exponentially.<\/p>\r\n<p><strong>Brand Affinity<\/strong><\/p>\r\n<p>If you are not sure how to segment your list, try leveraging the Brand Affinity feature within the Iterable platform to help identify who wants your email.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> uses advanced AI to automatically calculate customer engagement and sentiment based on cross-channel behavior. Brand Affinity then dynamically converts these signals into user profile affinity labels for use in smarter segmentation and more meaningful customer experiences.<\/p>\r\n<p><strong>Third-Party Tools<\/strong><\/p>\r\n<p>Outside of Iterable, getting feedback directly from two major mailbox providers can also provide valuable insight into sending behavior. Take advantage of two free reputation systems you can sign up for to monitor your IP\/Domain reputation: <a href=\"https:\/\/www.gmail.com\/postmaster\/\" target=\"_blank\" rel=\"noopener\">Google Postmaster Tools<\/a> and <a href=\"https:\/\/sendersupport.olc.protection.outlook.com\/snds\/\" target=\"_blank\" rel=\"noopener\">Microsoft SNDS<\/a> (if sending on dedicated IPs).<\/p>\r\n<h3>Avoid a Lump of Coal<\/h3>\r\n<p>Mailbox Providers have to decide which brands are \u201cgood\u201d and \u201cbad\u201d quickly, so making sure you continue to implement trustworthy behavior will allow you to maximize your inbox during the holidays. The potential short term revenue gains from sending high volumes are not worth the negative long-term impact on your email campaigns.<\/p>\r\n<p><em>Take the time. Check your lists\u2026twice. And utilize the tools at your disposal. If you need or want help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today to chat with the Iterable deliverability team to uplevel your email deliverability success.<\/em><\/p>","post_title":"Holiday Email Deliverability: Make This Season a Joyful One","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"holiday-email-deliverability-make-this-season-a-joyful-one","to_ping":"","pinged":"","post_modified":"2022-11-21 06:35:24","post_modified_gmt":"2022-11-21 14:35:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105631","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email icon with holiday bow to demonstrate deliverability\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/holiday-email-deliverability-make-this-season-a-joyful-one\/"},{"ID":105537,"post_author":"79","post_date":"2022-11-17 07:06:32","post_date_gmt":"2022-11-17 15:06:32","post_content":"<p>We\u2019re simultaneously still reeling from the excitement of the last <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\">Activate Summit North America<\/a> while also gearing up for the next one. Each session shared at Activate in September gave attendees invaluable marketing insights for a variety of industries and channels.<\/p>\r\n<p>In this limited series we\u2019re covering a handful of the most loved sessions in-depth, providing skimmable, sharable tidbits. How is our memory that good, you ask? It\u2019s not! All of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">session recordings<\/a> are available on-demand right now. We know not everyone has 30 minutes to watch a recording, so we\u2019re providing a written breakdown of some of these sessions (but we do strongly recommend listening to the speakers tell it themselves. They do much better than we ever could).<\/p>\r\n<h3>How to Confidently Leverage SMS as a Marketing Channel<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/deep-dive-into-cross-channel-sms\/\" target=\"_blank\" rel=\"noopener\"><em>How to Confidently Leverage SMS as a Marketing Channel<\/em><\/a> was presented by Brad Blanken, VP of Strategic Alliances at <a href=\"https:\/\/telnyx.com\/\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>. Telnyx, an <a href=\"https:\/\/iterable.com\/partners\/telnyx\/\" target=\"_blank\" rel=\"noopener\">Iterable partner<\/a>, is a global connectivity platform that provides carrier-grade services on a private, cloud-agnostic IP network. Its Voice, Messaging, Numbering, Video, Wireless, Fax, and Security solutions are accessible through RESTful APIs and its award-winning Mission Control Portal.<\/p>\r\n<p>At Telnyx, Brad\u2019s role, as he put it, is to \u201chelp carriers, vendors, and industry players make texting work better.\u201d But Brad has been working in the messaging space since its inception in the mid-\u201990s. He played a strong role in short-code messaging (he uses American Idol voting or texting to donate as an example), amber alerts, and more. He\u2019s the go-to guy for SMS.<\/p>\r\n<p><em><strong>If you\u2019re looking for a go-to guide for SMS marketing, check out <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy<\/a>.<\/strong> <\/em><\/p>\r\n<h3>SMS Appeal<\/h3>\r\n<p>Speaking of <a href=\"https:\/\/iterable.com\/features\/sms\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, Brad began by talking about SMS relevancy. Does it even matter anymore? Is it a dying form of communication, or is it thriving? Turns out, it\u2019s thriving. As Brad said, \u201cpeople don\u2019t answer the phone anymore, so texting becomes even more important.\u201d<\/p>\r\n<p>He went on to talk about the trends, metrics, and challenges of SMS marketing.<\/p>\r\n<p><strong>Trends<\/strong><\/p>\r\n<ul>\r\n\t<li>Owned channel for direct customer communication<\/li>\r\n\t<li>Consumer consent<\/li>\r\n\t<li>Creating intimate relationships<\/li>\r\n\t<li>Sense of immediacy<\/li>\r\n<\/ul>\r\n<p><strong>Metrics<\/strong><\/p>\r\n<ul>\r\n\t<li>Often used for basic interactions (password resets, two-factor authentication, etc.)<\/li>\r\n\t<li>Metrics include delivery rate, opt-in rate, unsubscribe rate, click-through rate, conversion, acquisitions, list growth, and more<\/li>\r\n\t<li>Time of day, CTAs, and campaign types can determine efficacy<\/li>\r\n<\/ul>\r\n<p><strong>Challenges<\/strong><\/p>\r\n<ul>\r\n\t<li>Perceived as expensive<\/li>\r\n\t<li>Reliant on performance<\/li>\r\n\t<li>Organizations need to be metrics-driven<\/li>\r\n\t<li>ROI, acquisition costs, and long-term value need to be able to support an SMS program<\/li>\r\n<\/ul>\r\n<p>Once he covered why SMS marketing is appealing to brands\u2014and addressed some challenges\u2014he talked about how brands can leverage SMS.<\/p>\r\n<h3>How to Leverage SMS<\/h3>\r\n<p>When considering an SMS marketing program for your brand, you should consider the regulations and carrier compliance. Phone calls are highly and consistently regulated. No matter where or how you get a phone call, they need to feel the same. With SMS messaging, there are an array of regulations brands need to follow that can differ depending on a variety of different variables. For example, there are federal, international, and private (carrier) SMS regulations.<\/p>\r\n<p>The fun twist is that if you follow federal regulations you may still not be compliant with carrier regulations and if you\u2019re only following carrier regulations, your messaging may not be legal. It can be complicated so <strong>Brad advises brands to 1) pick a messaging partner that can guarantee both legal and carrier compliance and 2) consult with internal counsel.<\/strong><\/p>\r\n<p>Once brands have set themselves up for success from a regulatory standpoint, they can move onto some of the following use cases\u2014the five \u201cI\u201ds.<\/p>\r\n<h4>The Five \u201cI\u201ds of SMS Marketing<\/h4>\r\n<p><strong>Immediate<\/strong><\/p>\r\n<p>These messages are sent with urgency and are often received as an opportunity. Examples include flash sales or two-factor authentication.<\/p>\r\n<p><strong>Informative<\/strong><\/p>\r\n<p>These messages have valuable and needed information. Examples include news alerts, sports scores, delivery notifications, etc.<\/p>\r\n<p><strong>Intimate<\/strong><\/p>\r\n<p>These messages show customers that your brand really knows and understands them. Examples include political messages, milestone messages, or targeted messages.<\/p>\r\n<p><strong>Individual<\/strong><\/p>\r\n<p>These messages encourage personalized and customized engagements that grow loyalty. Examples include appointment reminders, requests for feedback, the customers\u2019 name in text, abandoned carts, and behavior-based coupons.<\/p>\r\n<p><strong>Interoperable<\/strong><\/p>\r\n<p>While not a type of message, interoperability speaks to how messaging can work globally to connect your brand to your customers. Working with a partner can help you navigate these complexities to ensure you're delivering the most bang for your buck.<\/p>\r\n<h3>How Iterable + Telnyx Can Help<\/h3>\r\n<p>To round-out the presentation, Iterable\u2019s Senior Solutions Consultant, Alyssa Roe, walked through a quick demo of some of the features within Iterable that enable brands to create captivating SMS marketing campaigns.<\/p>\r\n<h4>SMS Journeys<\/h4>\r\n<p>Through Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, you can easily design a drag-and-drop journey that incorporates SMS. By pulling in specific lists, Alyssa demonstrates how the example brand \u201cChoco Drop\u201d can automatically send a text message to subscribers who have made a purchase in the last six months.<\/p>\r\n\r\n[caption id=\"attachment_105544\" align=\"alignnone\" width=\"1802\"]<img class=\"size-full wp-image-105544\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-14-at-3.54.21-PM.png\" alt=\"Drag and Drop Journeys in Studio\" width=\"1802\" height=\"1106\" \/> <em>The drag-and-drop functionality in Iterable Studio makes it easy to design SMS journeys.<\/em>[\/caption]\r\n\r\n<h4>Personalized Messaging<\/h4>\r\n<p>Not only is the journey personalized to send only to those customers who have made a purchase recently, but the messaging itself can be tailored to each individual customer. With <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a>, the SMS message featured in the demo pulled each users\u2019 favorite chocolate into the text.<\/p>\r\n\r\n[caption id=\"attachment_105550\" align=\"alignnone\" width=\"1804\"]<img class=\"size-full wp-image-105550\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-14-at-4.00.02-PM.png\" alt=\"Dynamic content to personalize SMS messages\" width=\"1804\" height=\"1108\" \/> <em>Dynamic content can be used to customize message content to each individual\u2019s preferences.<\/em>[\/caption]\r\n\r\n<h4>Link Shortener and Click Tracking<\/h4>\r\n<p>Because SMS ROI can sometimes be difficult to measure, we introduced the link shortener and click tracking. The link shortener lets you include your domain\u2019s links with tracking parameters without going over the character limit per message.<\/p>\r\n<p>The click tracking adds a click event to a user\u2019s profile once they\u2019ve clicked a link. From there, you can look at sophisticated attribution models, incorporate deep linking, or include dynamic URLs for each user.<\/p>\r\n<h3>But That\u2019s Not All<\/h3>\r\n<p>Brad and Alyssa showed both the importance of SMS messaging as part of an overall strategy and how Iterable can help brands <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">create an effective SMS strategy<\/a>. With our latest product release, which includes <a href=\"https:\/\/iterable.com\/features\/sms\/\" target=\"_blank\" rel=\"noopener\">Iterable SMS<\/a>, brands can take their mobile messaging to the next level. Be sure to join us for our <a href=\"https:\/\/iterable.com\/webinars\/fall-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Product Showcase<\/a> to learn more.<\/p>\r\n<p><em>If you\u2019re interested in coming to the next Activate North America, registration is open! What are you waiting for? <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#agenda\" target=\"_blank\" rel=\"noopener\">Get your tickets today<\/a>.<\/em><\/p>","post_title":"Activate Summit NA Deep Dive: Telnyx","post_excerpt":"Brad Blanken, VP of Strategic Alliances at Telnyx, talks about why SMS marketing is appealing to brands and how they can leverage it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-na-deep-dive-telnyx","to_ping":"","pinged":"","post_modified":"2022-11-17 07:06:32","post_modified_gmt":"2022-11-17 15:06:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105537","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Telnyx on SMS Marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-telnyx\/"},{"ID":105006,"post_author":"79","post_date":"2022-11-15 10:40:29","post_date_gmt":"2022-11-15 18:40:29","post_content":"<p>Creating an engaging customer experience all starts with ensuring you\u2019re connecting with the right audience. If you\u2019re not reaching the right people, your messaging could go to waste. But, understanding your audience isn\u2019t something that happens overnight. Through zero- and first-party data collection, A\/B testing, and a slew of other marketing tactics, you can learn about your customers and better understand how and where your audience interacts with your brand.<\/p>\r\n<p>Once you have your audience established, how do you cast a wider net and capture new users who fit into that category? This is where Custom Audiences can help.<\/p>\r\n<h3>What are Custom Audiences?<\/h3>\r\n<p>Custom Audiences are an ad targeting product that helps you find your existing audiences among users on Meta technologies.To create your Custom Audiences, you can use sources like customer lists, website or app traffic, or engagement on Facebook, building lists of people who already know your business.<\/p>\r\n<p>When you're ready to expand beyond existing audiences, you can use your Custom Audience to create a lookalike audience to reach new and potential customers. Lookalike audiences are lists of people to target with advertising who are similar to the people currently engaging with your business.<\/p>\r\n<p>Let\u2019s rewind, though. Where do you get your customer lists? How do you know which audiences are engaging? That\u2019s where Iterable can help.<\/p>\r\n<h3>How Iterable and Meta Custom Audiences Work Together<\/h3>\r\n<p>Iterable provides a centralized hub for all of your customer data, providing an understanding of each user on an individual level\u2014including how and where they engage and interact with your brand. With this understanding, you can then create a cross-channel experience that delivers the right messaging at the right time. Think of Meta as another channel to add to your marketing arsenal.<\/p>\r\n<p>Through the Custom Audiences and Iterable integration, you can unite your entire marketing funnel by leveraging insights from your engagement campaigns to use in your retargeting and new user acquisition efforts.<\/p>\r\n<h4>Syncing User Lists<\/h4>\r\n<p>In Iterable you know which users are driving value for your business. You can then leverage these users as the blueprint for finding new, similar users on Facebook to continue accelerating your growth. As a more static option, you can build a list in Iterable and export it to Custom Audiences to incorporate these audiences into your Ads account. Then, you can retarget current customers or build lookalike audiences of your most valuable users.<\/p>\r\n<h4>Reaching Audiences in Real-Time<\/h4>\r\n<p>Using the power of Iterable\u2019s real-time journeys\u2014built in <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>\u2014you can add Meta Custom Audiences as a node within your journey and, as users engage with certain parts in your Iterable journey, they\u2019ll get sent to Meta Custom Audiences. This ensures retargeting ads are sent to your audience when they\u2019re most relevant, to help drive conversions. So, you can retarget individual users with timely ads, specific to where they are within their journey.<\/p>\r\n<h4>Saving Time and Money<\/h4>\r\n<p>Nobody wants to waste their time. If you have disengaged audiences in Iterable, you can use that information to avoid retargeting this audience. By creating suppression lists and importing that data into Custom Audiences, you can maximize your efficiency and ensure you\u2019re strategic with your ad budget. No need to send ads to users who recently converted or aren\u2019t ready to convert.<\/p>\r\n<h3>All About Efficiency<\/h3>\r\n<p>The Iterable platform is designed to improve efficiency and automate processes to free up your marketing team and allow them to think about the bigger picture. With the Iterable and Meta Custom Audiences integration, your team can easily export valuable audience information to reach similar, new audiences on Facebook. We\u2019re all about working smarter, not harder.<\/p>\r\n<p><em>Check out our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115005019663-Facebook-Custom-Audience\" target=\"_blank\" rel=\"noopener\">integration documentation<\/a> to learn more about the Iterable + Meta <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/IterableCustom_Audiences_One-Pager.pdf\" target=\"_blank\" rel=\"noopener\">Custom Audiences<\/a> integration. And, if you\u2019re not an Iterable customer yet, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How Iterable + Meta Custom Audiences Can Attract New Users","post_excerpt":"Through the Custom Audiences and Iterable integration, you can unite your marketing funnel with insights from your engagement campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-iterable-meta-custom-audiences-can-attract-new-users","to_ping":"","pinged":"","post_modified":"2022-11-15 10:40:29","post_modified_gmt":"2022-11-15 18:40:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105006","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Meta logo and Iterable logo\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-iterable-meta-custom-audiences-can-attract-new-users\/"},{"ID":105348,"post_author":"79","post_date":"2022-11-11 06:11:43","post_date_gmt":"2022-11-11 14:11:43","post_content":"<p>It\u2019s no secret we\u2019re proponents of cross-channel marketing. Let\u2019s be real\u2014we\u2019ve all but <a href=\"https:\/\/iterable.com\/features\/sms\/\" target=\"_blank\" rel=\"noopener\">shouted it from the rooftops<\/a> at this point. Our definition of cross-channel marketing has always included non-digital channels\u2014like direct mail, for example\u2014but a new term is trending that highlights non-digital marketing channels as much as digital ones.<\/p>\r\n<p>Phygital marketing, plainly put, is the combination of physical and digital marketing. But, more than just a portmanteau, phygital marketing speaks to marketing that bridges the gap and blurs the line between online and offline to create a holistic experience. But where did this term come from? And why is it important in today\u2019s marketing landscape?<\/p>\r\n<h3>Phygital Marketing Isn\u2019t New<\/h3>\r\n<p>When researching this term, we were surprised to learn that it actually first appeared all the way back in 2007. According to <a href=\"https:\/\/onlinelibrary.wiley.com\/pb-assets\/assets\/14679310\/R&amp;DM%20-%20CFP%20Phygital%20Transformation.pdf\" target=\"_blank\" rel=\"noopener\">R&amp;D Management<\/a>, \u201cChris Weil, currently Chairman-CEO at Momentum Worldwide, [used it] to describe the inseparable connections between the physical and the digital worlds.\u201d<\/p>\r\n<h4>The Experience Economy<\/h4>\r\n<p>In terms of marketing, the idea of a physical and digital overlap has been around even longer. <a href=\"https:\/\/www.businessprocessincubator.com\/content\/why-top-brands-are-obsessed-with-phygital-marketing\/\" target=\"_blank\" rel=\"noopener\">Business Process Incubator<\/a> likens phygital marketing to experiential marketing. They reference the experience of seeing electricity at the Chicago World\u2019s Fair in 1893. Fair-goers would get popcorn and treats while at the fair, but seeing the lights turn on was really the main attraction. They went for the experience, not something they could take home with them.<\/p>\r\n\r\n[caption id=\"attachment_105350\" align=\"alignnone\" width=\"1024\"]<img class=\"size-full wp-image-105350\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Why-Top-Brands-Are-Obsessed-With-Phygital-Marketing-05.png\" alt=\"The Experience Economy\" width=\"1024\" height=\"713\" \/> <em>The Experience Economy is the sweet spot between absorption, immersion, passive, and active. Source: <a href=\"https:\/\/www.businessprocessincubator.com\/content\/why-top-brands-are-obsessed-with-phygital-marketing\/\" target=\"_blank\" rel=\"noopener\">Business Process Incubator<\/a>.<\/em>[\/caption]\r\n\r\n<p>Business Process Incubator refers to this as \u201cThe Experience Economy.\u201d<\/p>\r\n<p>\u201cWhile modern examples of viral marketing and pop-up events may not possess the same awe-inspiring effect as a (small) city being lit by electricity for the very first time, they do utilize the same technique: memorability, connectivity, and emotion.\u201d<\/p>\r\n<p>To put this in modern context, think about if you, as a customer, walk into a store and get a text from that brand with a coupon for a product you had left in your online shopping cart. How convenient is that? This brand is creating an experience by combining physical and digital marketing channels. It\u2019s memorable, built on connectivity, and likely brings you, the customer, joy.<\/p>\r\n<p>If this kind of marketing\u2014marketing that creates an experience\u2014has been around for over 100 years, why is phygital marketing trending today?<\/p>\r\n<h3>Why is Phygital Marketing Trending Now?<\/h3>\r\n<p>Blending of the physical and digital also means incorporating digital experiences where there were previously none\u2014injecting digital into the physical. So, an obvious catalyst for the uptick in interest in phygital marketing is the pandemic.<\/p>\r\n\r\n[caption id=\"attachment_105356\" align=\"alignnone\" width=\"2312\"]<img class=\"wp-image-105356 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-08-at-10.14.57-AM.png\" alt=\"Phygital as a trend according to Google\" width=\"2312\" height=\"790\" \/> <em>The term \u201cphygital\u201d started to gain more traction in early 2020 and continues through today. Source: <a href=\"https:\/\/trends.google.com\/trends\/explore?q=%2Fg%2F11h718r_06&amp;date=2015-01-01%202022-11-08\" target=\"_blank\" rel=\"noopener\">Google Trends<\/a>.<\/em>[\/caption]\r\n\r\n<p>During COVID-19, consumers were avoiding in-store interactions and executing whatever tasks they could online. As a result, brands were forced to speed up their timelines to incorporate digital channels. In a 2020 report from <a href=\"https:\/\/www.mckinsey.com\/capabilities\/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\">McKinsey<\/a>, they stated, \u201cDigital adoption has taken a quantum leap at both the organizational and industry levels.\u201d<\/p>\r\n<p>In the aftermath of the pandemic, brands aren\u2019t flipping a switch and reverting back to the way things were in 2019. As <a href=\"https:\/\/www.forbes.com\/sites\/hankprybylski\/2022\/05\/04\/two-years-into-the-pandemic-digital-transformation-is-moving-forward-heres-how\/?sh=7df3933f4773\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> puts it, \u201c2020 became 2025 on the digital acceleration timeline.\u201d A lot of capabilities were realized as a result of the forced digital transformation and brands are now\u2014since the majority of covid restrictions have been lifted\u2014reintegrating the physical back into the digital.<\/p>\r\n<h3>Examples of Phygital Marketing<\/h3>\r\n<p>Phygital marketing is about exploring the relationship between the physical and digital. Historically, these two avenues may have been viewed as competing with one-another\u2014you either have an online experience or an in-store experience\u2014but, they\u2019re actually <a href=\"https:\/\/awabot.com\/en\/in-a-phygital-world\/\" target=\"_blank\" rel=\"noopener\">complementary<\/a>.<\/p>\r\n<h4>QR Codes<\/h4>\r\n<p>One of the most common examples of a phygital experience is the <a href=\"https:\/\/iterable.com\/blog\/qr-codes-privacy-and-cx\/\" target=\"_blank\" rel=\"noopener\">QR code<\/a>. Once restaurants started to reopen post-pandemic, QR codes re-gained popularity because they allowed restaurants to provide a touch-free menu. Users scan the code with their phone cameras and the restaurant\u2019s website pops up.<\/p>\r\n\r\n[caption id=\"attachment_105387\" align=\"alignnone\" width=\"1092\"]<img class=\"wp-image-105387 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-10-at-5.15.32-PM.png\" alt=\"Target Uses QR Codes for Phygital Marketing\" width=\"1092\" height=\"1094\" \/> <em>Target uses QR codes to open up another marketing channel, their app. Source: <a href=\"https:\/\/www.fixturescloseup.com\/2020\/10\/12\/get-the-coupon-in-app-qr-code\/\" target=\"_blank\" rel=\"noopener\">Fixtures Close Up<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a> uses their QR codes to 1) offer coupons 2) increase sales and 3) encourage app downloads. This QR code is displayed in front of Pepsi products and the code will give those who scan a $5 Target gift card if they spend $20 or more on Pepsi products.<\/p>\r\n<h4>Augmented Reality<\/h4>\r\n<p>Another bridge between the physical and digital is augmented reality. Specifically, instances where digital \u201cproducts\u201d are displayed in the physical world. Eyewear brand, <a href=\"https:\/\/www.warbyparker.com\/\" target=\"_blank\" rel=\"noopener\">Warby Parker<\/a>, offers a \u201cvirtual try-on\u201d that\u2019s the perfect example of augmented reality phygital marketing.<\/p>\r\n\r\n[caption id=\"attachment_105368\" align=\"alignnone\" width=\"2044\"]<img class=\"size-full wp-image-105368\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-08-at-11.27.29-AM.png\" alt=\"Warby Parker allows for virtual try-on as a phygital marketing strategy\" width=\"2044\" height=\"1110\" \/> <em>Warby Parker offers a virtual try on through their mobile app. Source: <a href=\"https:\/\/www.warbyparker.com\/app\" target=\"_blank\" rel=\"noopener\">Warby Parker<\/a>.<\/em>[\/caption]\r\n\r\n<p>Through their app, Warby Parker gives users the ability to see what they look like in different frames. Then, users can order the actual frames, try the real products on, and send back what they don\u2019t want to keep. The initial step of a virtual try-on takes out a lot of the guesswork and makes it more likely the customer will like the products they physically try on.<\/p>\r\n<h4>Geolocation<\/h4>\r\n<p>The fact that the majority of the planet has a mobile phone, equipped with location services, makes geolocation the perfect bridge between the physical and digital. Brands can, with permission, use their customers\u2019 physical location to send targeted, hyper-relevant digital marketing messages.<\/p>\r\n\r\n[caption id=\"attachment_105374\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-105374\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SPG_Keyless_Entry-scaled.jpeg\" alt=\"Starwood Hotels sends keys directly to guests' phones.\" width=\"2560\" height=\"1685\" \/> <em>Starwood Hotels &amp; Resorts sends keys to user\u2019s phones, helping to speed up the check-in\/check-out process. Source: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20160628005607\/en\/Unlock-a-New-Way-to-Stay-with-Starwood-Preferred-Guest%E2%80%99s-Next-Generation-of-SPG-Keyless\" target=\"_blank\" rel=\"noopener\">Business Wire<\/a>.<\/em>[\/caption]\r\n\r\n<p>In a previous article on <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based mobile marketing<\/a>, we mention the example of Starwood Hotels &amp; Resorts using beacon marketing. \u201cWhen hotel guests walk into a Starwood Hotels &amp; Resorts location they would receive a digital room key sent directly to their mobile device via a beacon.\u201d The experience is seamless, touchless, and simple.<\/p>\r\n<h3>Creating a Joyful Experience<\/h3>\r\n<p>Phygital marketing is all about the complete experience. Brands can no longer get away with an excellent in-store experience but a terrible online experience, or vice versa. The two worlds are becoming more and more intertwined, meaning brands should aim to reduce the friction between them.<\/p>\r\n<p>Don\u2019t worry, creating a seamless experience across physical and digital channels doesn\u2019t need to be overly complicated. It all boils down to the tools you have in your marketing arsenal and how you use them. Building a joyful customer experience is a click away.<\/p>\r\n<p><em>To learn more about how Iterable can help you power a phygital marketing experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/em><\/p>","post_title":"Let\u2019s Get Phygital: A Look at Phygital Marketing","post_excerpt":"Phygital marketing speaks to marketing that bridges the gap and blurs the line between online and offline to create a holistic experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"lets-get-phygital-a-look-at-phygital-marketing","to_ping":"","pinged":"","post_modified":"2022-11-11 06:11:43","post_modified_gmt":"2022-11-11 14:11:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105348","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/lets-get-phygital-a-look-at-phygital-marketing\/"},{"ID":105102,"post_author":"71","post_date":"2022-11-09 11:13:21","post_date_gmt":"2022-11-09 19:13:21","post_content":"<p>Mobile has completely changed the consumer experience. In all likelihood you probably checked your phone at least a dozen times before getting on this page, and with 71% of consumers expecting flawless device-agnostic experiences, as a business you simply can\u2019t afford to not be there.<\/p>\r\n<p>Iterable helps marketers harmonize mobile-first campaigns across SMS, apps, and browsers with sophisticated targeting, smart opt-in, and AI-Driven Optimization. In our Fall Release, we cover how new features such as Iterable SMS, In-Browser Messaging and Channel Optimization can help you powerfully deliver your message across mobile.<\/p>\r\n<p><strong>In this webinar, see an overview and demonstration of the latest product capabilities and partnerships to help you:<\/strong><\/p>\r\n<ul>\r\n\t<li>Drive loyalty and revenue with dynamic, deeply personalized, SMS\/MMS campaigns<\/li>\r\n\t<li>Drive more individualized experiences with AI-driven channel optimization<\/li>\r\n\t<li>Increase website conversion with personalized in-browser messaging<\/li>\r\n\t<li>Drive operational efficiency, with more privacy controls at scale.<\/li>\r\n<\/ul>","post_title":"Fall Product Showcase: New Mobile Capabilities to Drive Loyalty and Revenue","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"fall-22-product-release","to_ping":"","pinged":"","post_modified":"2022-12-08 11:05:42","post_modified_gmt":"2022-12-08 19:05:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=105102","menu_order":6,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 09, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":67,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/fall-22-product-release\/"},{"ID":105042,"post_author":"79","post_date":"2022-11-09 01:10:38","post_date_gmt":"2022-11-09 09:10:38","post_content":"<p>The majority of the planet has a phone. According to Bank My Cell, <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world#:~:text=How%20Many%20People%20Have%20Mobile%20Phones%20In%20The%20World%3F&amp;text=In%202022%2C%20including%20both%20smart,the%20world%20cell%20phone%20owners.\" target=\"_blank\" rel=\"noopener\">91% of the total global population<\/a> are mobile phone owners. That\u2019s roughly 7.26 billion people interconnected through a network of mobile communications. There\u2019s quite literally the whole world at our fingertips.<\/p>\r\n<p>But, we\u2019ve noticed a chasm between all of the available customer data and the channels through which customers interact with brands. We call this the activation gap and, historically, it\u2019s been a difficult gap for brands to close. Every marketing channel contributes to shrinking the activation gap\u2014especially mobile marketing.<\/p>\r\n<p>We\u2019ve seen brands that agree on the importance of mobile marketing but then, when attempting to dive headfirst into a mobile strategy, only to run into common obstacles. These obstacles include lack of resources and budget for an SMS program, uncertainty around which marketing channel is right for each user, and avoidance altogether due to complex pricing models.<\/p>\r\n<p>So, we decided to do something about it.<\/p>\r\n<h3>New Mobile Capabilities to Drive Revenue and Loyalty<\/h3>\r\n<p>With this latest release, we\u2019re providing solutions to these exact mobile marketing problems (and more) with a whole slew of new features being added to Iterable\u2019s capabilities. If you\u2019re looking for a rundown of each feature, you\u2019ve come to the right place.<\/p>\r\n<h4>Get the Message Across With SMS<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">Short Message Service (SMS)<\/a>, more commonly referred to as \u201ctexting,\u201d is an incredibly valuable mobile marketing channel. It\u2019s highly responsive (SMS messages have an <a href=\"https:\/\/www.gartner.com\/en\/digital-markets\/insights\/the-future-of-sales-follow-ups-text-messages\" target=\"_blank\" rel=\"noopener\">average open rate of 98%<\/a>), but under-used by brands. In fact, of the brands <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">we analyzed in 2020<\/a>, only 20% sent SMS messages as part of their marketing strategy.<\/p>\r\n<p>Why is a channel that\u2019s easy to personalize, can target individual customers, and has such high engagement rates not being utilized by more brands? Because SMS data has historically wound up in its own silo, not connecting to the customer data being received from other marketing channels.<\/p>\r\n<p>With <a href=\"https:\/\/iterable.com\/features\/sms\" target=\"_blank\" rel=\"noopener\">Iterable SMS<\/a>, brands can close the activation gap by connecting real-time customer data, experience design, channel orchestration, and market-leading SMS functionality.<\/p>\r\n<p><strong>Iterable SMS features include:<\/strong><\/p>\r\n<ul>\r\n\t<li>Combining SMS with email, web, and other mobile channels with a simple drag and drop journey orchestration interface in Iterable Studio<\/li>\r\n\t<li>Triggering SMS campaigns based on customers\u2019 actions, behaviors, and preferences across all brand touchpoints.<\/li>\r\n\t<li>Sending via Journeys, API calls, or as one-time or recurring blast campaigns<\/li>\r\n\t<li>In-flight testing to easily add A\/B testing to standalone or multichannel SMS campaigns to optimize business outcomes without pausing the live campaign<\/li>\r\n\t<li>Observing compliance and privacy requirements like TCPA compliant opt-ins and quiet hours, CTIA compliant program details, and CAN-SPAM compliant opt-outs<\/li>\r\n\t<li>A powerful native shortlink builder, allowing you to attribute revenue to SMS campaigns<\/li>\r\n\t<li>Support and services to assist in building your brand\u2019s SMS playbook<\/li>\r\n<\/ul>\r\n<blockquote>\r\n<p><em>\u201cThe power of providing an SMS channel for our guests is immense. It allows us to engage the guests when and how they would like to receive information, while providing a seamless experience for them to enjoy the aquarium without having to navigate through multiple channels.\u201d<\/em><\/p>\r\n<p><em>- Josh Cherfoli, Senior Director of Marketing and Digital Engagement @ <a href=\"https:\/\/www.georgiaaquarium.org\/\" target=\"_blank\" rel=\"noopener\">Georgia Aquarium<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<h4>AI-Powered Channel Optimization<\/h4>\r\n<p>Adding SMS to your mobile marketing mix may seem overwhelming. It can be difficult to know how the channels interact, which channels your customers prefer, and therefore, which channel to use for future communications. Consumer channel preferences and behaviors can change over time making it challenging to optimize the right delivery channel for each message.<\/p>\r\n<p>While there are manual ways of analyzing performance through reports and analytics, Iterable\u2019s Channel Optimization can automate this process for marketers and allow you to reach your customers on the channel they are most likely to engage on.<\/p>\r\n<p><strong>Channel Optimization is part of our AI Optimization Suite. Features include:<\/strong><\/p>\r\n<ul>\r\n\t<li>Leveraging historical data to determine which channel to send the message based on each user\u2019s likelihood to engage with the message<\/li>\r\n\t<li>Optimizing across email, push, and SMS<\/li>\r\n\t<li>Integrating with Iterable Studio<\/li>\r\n\t<li>Increasing personalization and satisfaction, resulting in more authentic interactions<\/li>\r\n<\/ul>\r\n<h4>In-Browser Messaging<\/h4>\r\n<p>In-browser messages are another highly valuable communication channel that falls under the mobile marketing umbrella. Did you know that <a href=\"https:\/\/explodingtopics.com\/blog\/mobile-internet-traffic\" target=\"_blank\" rel=\"noopener\">over 60%<\/a> of web visitors are on a mobile device? Mobile In-browser messaging gives brands the ability to send personalized, targeted communications to these mobile users and ultimately drive business outcomes. Plus, these messages can be part of a larger mobile communication strategy and work cohesively with other mobile marketing messages.<\/p>\r\n<p>For example, Because no opt-in is required for in-browser messaging, this channel is the perfect avenue for encouraging SMS opt-in. While users are on your mobile site, they may be more inclined to sign up for an exclusive coupon only available through SMS. They\u2019re already on their phone, so an in-browser message offering a coupon with SMS opt-in can be the gentle nudge customers need.<\/p>\r\n<p><strong>In-browser messaging can lead to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Higher website conversion rates. No more dead-ends.<\/li>\r\n\t<li>Increase in goal conversions<\/li>\r\n\t<li>Increased customer satisfaction by helping direct them to the information they want\/need instead of leaving them to fend for themselves<\/li>\r\n\t<li>Increased reach of programs and campaigns with ability to capture web and web\/app audiences<\/li>\r\n\t<li>Increased in-browser engagement<\/li>\r\n<\/ul>\r\n<h4>A Simplified Pricing Model<\/h4>\r\n<p>This all sounds great, but we\u2019re guessing you\u2019re probably worried about the cost\u2014we don\u2019t blame you. SMS pricing can quickly become complex. With multiple message types, phone numbers, and carriers, budget constraints can often override marketing priorities.<\/p>\r\n<p>Iterable\u2019s pricing model allows marketers to send messages that best fit their customer needs, without worrying about the budget. You can eliminate duplicate data storage fees with our integrated platform fees that include all channels.<\/p>\r\n<h3>Bring Mobile Into the Fold<\/h3>\r\n<p>With a handful of hurdles posing challenges for marketers, we wanted to be able to provide solutions that not only make marketers\u2019 jobs easier, but deliver results. With the new capabilities in Iterable\u2019s Fall Product Showcase and SMS launch, marketers, like you, will be able to confidently add mobile channels to their marketing mix.<\/p>\r\n<p><em>Curious to learn more about our fall release? Join us for the <a href=\"https:\/\/iterable.com\/webinars\/fall-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Product Showcase<\/a> where we\u2019ll dive deep into the above and so much more.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-105251\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Sigstr-01.png\" alt=\"\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Iterable Unveils Cutting-Edge Mobile and Cross-Channel Capabilities","post_excerpt":"With this latest release, we\u2019re providing solutions to common mobile marketing problems (and more) with a slew of new mobile capabilities.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities","to_ping":"","pinged":"","post_modified":"2022-11-10 11:09:31","post_modified_gmt":"2022-11-10 19:09:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105042","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/"},{"ID":105017,"post_author":"79","post_date":"2022-11-01 06:28:05","post_date_gmt":"2022-11-01 13:28:05","post_content":"<p>It\u2019s officially November and, as the leaves change and we turn our clocks back, it\u2019s important to reflect upon, pay respect to, and raise awareness of Indigenous communities. During Native American Heritage Month we want to share some inclusive marketing tips that focus on using the right language and terminology as well as how we can pay homage to the land we live on. Let\u2019s start at the beginning.<\/p>\r\n<h3>The History of Native American Heritage Month<\/h3>\r\n<p>November has been nationally recognized as Native American Heritage Month for <a href=\"https:\/\/nativeamericanheritagemonth.gov\/about\/\" target=\"_blank\" rel=\"noopener\">almost 30 years<\/a>. Native American Heritage Month first appeared on calendars back in 1915. Before 1915, Director of the Museum of Arts and Science in Rochester, New York, Dr. Arthur C. Parker, a Seneca Indian, asked the Boy Scouts of America to dedicate one day a year to the \u201cFirst Americans.\u201d<\/p>\r\n<p>Then, in 1915 the Congress of the American Indian Association directed its president, Rev. Sherman Coolidge, an Arapahoe, to do the same. Coolidge then issued a proclamation that said the second Saturday of each May would be American Indian Day and also \u201ccontained the first formal appeal for recognition of Indians as citizens.\u201d<\/p>\r\n<p>While some states have observed American Indian day since the early 1900s, it wasn\u2019t formally recognized as a national holiday. But, in 1990 George H. W. Bush approved a joint resolution, making November Native American Indian Heritage Month. Plus, \u201csimilar proclamations, under variants on the name (including \u2018Native American Heritage Month\u2019 and \u2018National American Indian and Alaska Native Heritage Month\u2019) have <a href=\"https:\/\/nativeamericanheritagemonth.gov\/\" target=\"_blank\" rel=\"noopener\">been issued each year since 1994<\/a>.\u201d<\/p>\r\n<p>With this month being about paying respect to the Indigenous American people, we wanted to explore ways to do just that.<\/p>\r\n<h3>Using the Right Language<\/h3>\r\n<p>Marketers, especially content marketers (hi!), know the importance of using the right language to get a certain message across. When writing about heritage months or months dedicated to certain groups of people or cultures, it\u2019s critical that we use respectful language.<\/p>\r\n<h4>As a Broader Group<\/h4>\r\n<p>Firstly, is <em>Native American<\/em> even the preferred language? According to the <a href=\"https:\/\/americanindian.si.edu\/nk360\/faq\/did-you-know#:~:text=What%20is%20the%20correct%20terminology,by%20their%20specific%20tribal%20name.\" target=\"_blank\" rel=\"noopener\">National Museum of the American Indian<\/a>, \u201cWhen possible, Native people prefer to be called by their specific tribal name.\" However, when not possible, American Indian, Indian, Native American, Indigenous, or Native are all accepted.<\/p>\r\n<p><em>Native American<\/em>, however, is becoming a less popular choice. As the National Museum of the American Indian says, \u201c<em>Native American<\/em> has been widely used but is falling out of favor with some groups, and the terms American Indian or Indigenous American are preferred by many Native people. Native peoples often have individual preferences on how they would like to be addressed.\u201c<\/p>\r\n<h4>By Tribe<\/h4>\r\n<p>The <a href=\"https:\/\/www.nps.gov\/lecl\/getinvolved\/november-2022-native-american-heritage-month.htm#:~:text=During%20National%20Native%20American%20Heritage,Service%20collaborates%20with%20Indigenous%20communities.\" target=\"_blank\" rel=\"noopener\">National Park Service<\/a> also published an informational page about Native American Heritage Month that specifically mentions the importance of word choice and how to refer to the Indigenous American people. They mention that those referring to the Indigenous American people need to be cognizant of distinctions between tribes. \u201cThere are distinctions among various tribes resulting from geographic location, language, and cultural practices. For example, within the Lakota Nation (aka Sioux), there are seven bands and within one band there are three: Hidasta, Arikara, and Mandan.\u201d<\/p>\r\n<h3>Territorial Acknowledgements<\/h3>\r\n<p>The National Park Service brings up the point of tribal distinctions due to many factors, one of which is geographic location. As the <a href=\"https:\/\/www.acf.hhs.gov\/ana\/fact-sheet\/american-indians-and-alaska-natives-numbers#:~:text=While%20there%20are%20currently%20566,Oklahoma%20tribal%20statistical%20areas%2C%20tribal\" target=\"_blank\" rel=\"noopener\">Administration for Native Americans<\/a> highlights, \u201c[today] there are 325 American Indian reservations and a total of 618 legal and statistical areas for which the Census Bureau provides statistics, including reservations, off-reservation trust lands, Oklahoma tribal statistical areas, tribal designated statistical areas, state American Indian reservations, and state designated American Indian statistical areas.\u201d<\/p>\r\n<p>With so many reservations, legal areas, and statistical areas in the United States, we need to be aware of the land we are using and offer territorial acknowledgements, when applicable.<\/p>\r\n<h4>What is a Territorial Acknowledgment?<\/h4>\r\n<p>Really, a territorial acknowledgement is just what it sounds like\u2014acknowledging the territory you are in and the tribes that currently reside there or have resided there in the past. As <a href=\"https:\/\/native-land.ca\/resources\/territory-acknowledgement\/\" target=\"_blank\" rel=\"noopener\">native-land.ca<\/a> says, \u201cThis is often done at the beginning of ceremonies, lectures, or any public event. It can be a subtle way to recognize the history of colonialism and a need for change in settler colonial societies.\u201d<\/p>\r\n<p>The site also points out that a territorial acknowledgement can often be thrown in as a token rather than as a way to fully respect the indigenous cultures that came before. When giving a territorial acknowledgement\u2014whether as an individual, institution, or even as a brand\u2014you also need to recognize the history and legacy of colonialism.<\/p>\r\n<p>Some questions to ask yourself (as provided by <a href=\"https:\/\/native-land.ca\/resources\/territory-acknowledgement\/\" target=\"_blank\" rel=\"noopener\">native-land.ca<\/a>):<\/p>\r\n<ul>\r\n\t<li>What are some of the privileges settlers enjoy today because of colonialism?<\/li>\r\n\t<li>How can individuals develop relationships with peoples whose territory they are living on in the contemporary geopolitical landscape?<\/li>\r\n\t<li>What are you, or your organization, doing beyond acknowledging the territory where you live, work, or hold your events?<\/li>\r\n\t<li>What might you be doing that perpetuates settler colonial futurity rather than considering alternative ways forward?<\/li>\r\n\t<li>Do you have an understanding of the on-going violence and the trauma that is part of the structure of colonialism?<\/li>\r\n<\/ul>\r\n<p><strong>If you\u2019re curious about the tribes around you, on <a href=\"https:\/\/native-land.ca\/\" target=\"_blank\" rel=\"noopener\">native-land.ca<\/a> you can search your address to learn more about the tribes in your area.<\/strong><\/p>\r\n<h3>Words Are Impactful<\/h3>\r\n<p>We need to make conscious efforts to choose respectful language when referring to any cultural, racial, or ethnic group. This should also be the case year-round, and not just within the groups\u2019 respective heritage months.<\/p>\r\n<p>During Native American Heritage Month we can pledge to learn something new about the Indigenous American people and use that new knowledge to inform how we move about the world every day.<\/p>","post_title":"Inclusive Marketing Tips During Native American Heritage Month","post_excerpt":"It's Native American Heritage Month\u2014here are inclusive marketing tips for using language that pays homage to the Native people and land.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"inclusive-marketing-tips-during-native-american-heritage-month","to_ping":"","pinged":"","post_modified":"2022-11-17 11:43:08","post_modified_gmt":"2022-11-17 19:43:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105017","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 01, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Native American Heritage Month\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/inclusive-marketing-tips-during-native-american-heritage-month\/"},{"ID":104874,"post_author":"79","post_date":"2022-10-18 07:06:47","post_date_gmt":"2022-10-18 14:06:47","post_content":"<p>SMS marketing is becoming a necessity for brands. Being able to reach customers where they are\u2014with a highly relevant message\u2014is key to creating a fully harmonized, individualized customer experience.<\/p>\r\n<p>As a result of becoming a highly coveted channel, there\u2019s a lot of information available about SMS marketing. Rather than scouring the web, we thought it would be easier to just give you the best of the best SMS marketing resources in one list. Feel free to bookmark and save for later.<\/p>\r\n<p><strong>That said, if you\u2019re curious to learn more about SMS marketing, subscribe using the button in the nav bar, and if you\u2019re curious about SMS with Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">a demo<\/a> is a great start.<\/strong><\/p>\r\n<h4>1. <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy<\/a><\/h4>\r\n<p>We partnered with Telnyx to create a guide that\u2019s meant to help brands determine what they need to create a winning SMS strategy. This whitepaper focuses not only on what your brand needs to be successful, but what customers are expecting and how to do it with Iterable and Telnyx. Remember, your SMS strategy is only as good as your customers think it is.<\/p>\r\n<p><strong>Great for:<\/strong> Helping you get started with an SMS marketing strategy.<\/p>\r\n<h4>2. <a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\">The Current State of Mobile Marketing<\/a><\/h4>\r\n<p>SMS marketing is part of the broader mobile marketing landscape. This interactive whitepaper will give you a high-level overview of the importance of mobile marketing, where it\u2019s been, and where it\u2019s going. You\u2019ll get a sense of the overarching mobile ecosystem as well as steps to help you determine your fit in the mobile marketing world. (Pssst: if that\u2019s not enough, we also have <a href=\"https:\/\/iterable.com\/webinars\/the-state-of-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">a webinar titled \u201cThe State of Mobile Marketing!<\/a>\u201d)<\/p>\r\n<p><strong>Great for:<\/strong> Getting a broader sense of where mobile marketing\u2014as a whole\u2014stands today and where it\u2019s going tomorrow.<\/p>\r\n<h4>3. <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">What is SMS Marketing?<\/a><\/h4>\r\n<p>No better place to start than from the beginning. This quick article gives a definition of SMS marketing and some stats. It also helps explain when brands should use SMS marketing and how it can be part of a broader cross-channel marketing strategy.<\/p>\r\n<p>Great for: Going back to basics and getting a no-frills definition of SMS marketing.<\/p>\r\n<h4>4.<a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\"> Plus One: How Adding SMS Benefits Your Marketing<\/a><\/h4>\r\n<p>If your brand already has an established marketing strategy but SMS isn\u2019t part of it, this article dives into how adding SMS can be beneficial. \u201cSMS marketing is about tapping into one of the currently most used communication methods. It\u2019s a direct line to your users where they are spending a significant\u2014sometimes the majority\u2014amount of their time.\u201d<\/p>\r\n<p><strong>Great for<\/strong>: Understanding the benefits of adding SMS marketing to your existing marketing strategy.<\/p>\r\n<h4>5. <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">How to Personalize SMS Messages<\/a><\/h4>\r\n<p>After getting a crash course in SMS marketing and understanding the benefits of adding it to your strategy, this article will give you tips on how to personalize the messages. Sending texts to customers is one thing, but having them align with what each individual wants and needs is something completely different. Don\u2019t miss out on an opportunity to connect with your customers because your SMS messages aren\u2019t personalized.<\/p>\r\n<p><strong>Great for:<\/strong> Getting tips on individualizing SMS marketing messages and understanding why personalization is so important for this marketing channel.<\/p>\r\n<h4>6. <a href=\"https:\/\/iterable.com\/blog\/tag\/sms-marketing-series\/\" target=\"_blank\" rel=\"noopener\">SMS Marketing Series<\/a><\/h4>\r\n<h5 style=\"padding-left: 40px;\">a. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">Part I: Opting In and Out<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">The first step in sending personalized SMS messages to customers is getting them to opt in. Without an opt-in it\u2019s actually illegal to send customers SMS marketing messages. On the flipside, you also have to give customers a way out once they\u2019ve opted-in.<\/p>\r\n<h5 style=\"padding-left: 40px;\">b. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/\" target=\"_blank\" rel=\"noopener\">Part II: SMS Keywords<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">Using SMS keywords can help brands personalize their customers\u2019 SMS experience. By allowing customers to send short keywords as a response, you can tailor future content while collecting vital preference data.<\/p>\r\n<h5 style=\"padding-left: 40px;\">c. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-iii-optimizing-sms-roi\/\" target=\"_blank\" rel=\"noopener\">Part III: Optimizing SMS ROI<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">It\u2019s hard to get buy-in from other team members without being able to deliver ROI. This article will help brands determine which metrics to look at to determine their SMS marketing return.<\/p>\r\n<h5 style=\"padding-left: 40px;\">d. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-iv-sms-preferences-by-generation\/\" target=\"_blank\" rel=\"noopener\">Part IV: SMS Preferences by Generation<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">Each generation has different preferences when it comes to the SMS marketing messages they want to receive. This article takes a look at each generation, what they prefer, and why.<\/p>\r\n<p><strong>Great for<\/strong>: A deep dive into multiple aspects of SMS Marketing, from opt-in to generational trends.<\/p>\r\n<h4>7. <a href=\"https:\/\/iterable.com\/blog\/4-focus-areas-of-sms-marketing-compliance\/\" target=\"_blank\" rel=\"noopener\">4 Focus Areas of SMS Marketing Compliance<\/a><\/h4>\r\n<p>A huge part of incorporating SMS marketing into your marketing strategy is understanding the rules and regulations that surround the channel. This article covers the why behind opt-ins and opt-outs as well as why brands need to set expectations for SMS marketing programs and why brands need to respect \u201cquiet hours.\u201d If you\u2019re looking to better understand SMS regulations, this is the article for you.<\/p>\r\n<p><strong>Great for:<\/strong> A look at the laws and regulations around SMS marketing if you want to be sure your brand is abiding by the rules.<\/p>\r\n<h4>8. <a href=\"https:\/\/iterable.com\/webinars\/5-tips-for-black-friday-cyber-monday\/\" target=\"_blank\" rel=\"noopener\">5 Last-Minute Email and SMS Marketing Tips for Black Friday and Cyber Monday<\/a><\/h4>\r\n<p>What would an October article be without a nod to the holidays. While not as evergreen as the rest of the resources in the roundup, this webinar is helpful for the end of the year. Here we spoke with experts from Tinuiti and Yotpo to explore how brands should build out a promotional calendar and take the heavy lift off of marketing teams by automating messaging\u2014all while maintaining relevant, personalized messaging.<\/p>\r\n<p><strong>Great for<\/strong>: Preparing for the holidays. This webinar can help your brand plan for the upcoming season and plan your promotional calendar.<\/p>\r\n<h3>So Much SMS Marketing<\/h3>\r\n<p>There\u2019s a lot here. But imagine scouring the web for all of this versus having it in this neat, compact roundup? Basically, what we\u2019re trying to say is\u2026you\u2019re welcome. All the SMS marketing content you could ever need is right here, in one spot. We\u2019ll definitely be coming up with some more SMS marketing content in the future, so be sure to check back in for updates.<\/p>\r\n<p><em>If you\u2019re interested in seeing how Iterable can help incorporate mobile channels into your marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Your Go-To Guide for SMS Marketing","post_excerpt":"It's easier to just give you the best of the best SMS marketing resources in one list. Feel free to bookmark and save for later.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"your-go-to-guide-for-sms-marketing","to_ping":"","pinged":"","post_modified":"2022-10-18 07:06:47","post_modified_gmt":"2022-10-18 14:06:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104874","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Marketing Round Up\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/your-go-to-guide-for-sms-marketing\/"},{"ID":104851,"post_author":"79","post_date":"2022-10-13 11:48:03","post_date_gmt":"2022-10-13 18:48:03","post_content":"<p><a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a>, Iterable\u2019s annual conference series focused on marketing strategies and execution, is returning in April. While we can design the theme and tracks, fill swag bags with fun goodies, and host ancillary networking events, the speakers are what really bring Activate to life. With about six months until Activate \u201823, we are looking for speakers like you to bring your knowledge and know-how to the Activate stage.<\/p>\r\n<h3>Top 5 Reasons to Speak at Activate<\/h3>\r\n<p>What\u2019s in it for you? We\u2019re glad you asked. We\u2019re going to share the top five reasons why you should <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSdvmGuKS2l13rObxYT-O8_1m4-fy8ta5aLnnW1t2Y8t12XPBA\/viewform\" target=\"_blank\" rel=\"noopener\">enter a submission to speak at Activate<\/a>.<\/p>\r\n<h4>1. Get Your Name Out There<\/h4>\r\n<p>We don\u2019t stuff our schedule with huge headliners and celebrities. Sure, we have stellar keynotes, but we want the majority of our sessions to be presented by marketing superstars who are in the trenches every day.<\/p>\r\n<p>Activate provides a platform for you to have your voice heard. Get your name out to thousands of fellow marketers while sharing your knowledge and unique experiences. Plus, to promote your session at Activate, we\u2019ll put your name in lights. Well, all over our website and social networks, but it\u2019s just as effective as a name in lights. We\u2019ll tag you and provide opportunities to share posts, so you can bump up your followers on social accounts while letting them know you\u2019ll be at Activate.<\/p>\r\n<h4>2. Develop Soft Skills<\/h4>\r\n<p>Public speaking can feel daunting and terrifying, but we\u2019re hoping Activate\u2014and the preparation process\u2014can be a safe space for you to hone your craft. Our content and customer marketing teams have been working events for years and know from attendee feedback what works and what doesn\u2019t. Before Activate, our teams work with you to develop presentations and practice dry-runs to ensure every session makes an impact and even the newest speakers are comfortable while presenting.<\/p>\r\n<p>Trust us, we know it can be scary, but because we want to elevate all voices, we\u2019re here to help every step of the way.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIterable communicates the timelines quite well and provides extensive templating and feedback on your presentation, so <strong>you can feel confident that you'll be putting the best presentation of your work out there<\/strong>.\u201d<\/em><\/p>\r\n<p><em>- Nate Casimiro, Sr. Marketing Operations Specialist @ StreetEasy<\/em><\/p>\r\n<\/blockquote>\r\n<h4>3. Make Meaningful Connections<\/h4>\r\n<p>Participating as a speaker at Activate not only gives you exposure, but it gives you the opportunity to connect with people in your field. Once you step off the stage, you have the chance to mingle with other like-minded marketers and hear their experiences. They\u2019ll get to ask questions about your session, but you\u2019ll also get to understand other perspectives.<\/p>\r\n<p>Plus, you\u2019ll get to connect with people from near and far. So, while you may bump into San Francisco locals, you could also network with people from across the globe. In fact, many speakers share their contact information or LinkedIn profiles in their presentations to keep the dialogue going well after Activate has ended.<\/p>\r\n<h4>4. Build Brand Presence<\/h4>\r\n<p>As a speaker at Activate you not only represent yourself, but you're representing the company you work for. Dazzle your coworkers (they\u2019ll want to see you speak!) and audience members alike by sharing examples of the work the team has done and why it sets your brand apart.<\/p>\r\n<p>People come to Activate to learn, so don\u2019t be shy about showing your brand\u2019s success (or missteps) and what your team was able to take away from it.<\/p>\r\n<blockquote>\r\n<p><em>\u201cI joked about taking credit for my teammate's work on stage during my session, but at the end of the day <strong>it was a true delight for the team to see their work highlighted in front of an audience who understands and appreciates the creative strategies<\/strong> we employ to millions of consumers.\u201d<\/em><\/p>\r\n<p><em>- Nate Casimiro, Sr. Marketing Operations Specialist @ StreetEasy<\/em><\/p>\r\n<\/blockquote>\r\n<h4>5. Have Some Good, Clean Fun<\/h4>\r\n<p>We can sometimes forget that we\u2019re people and not just \u201cmarketers.\u201d We like to have fun with the best of them and Activate certainly delivers in the fun department. We don\u2019t need presentations to be buttoned up and stiff. We welcome outside-the-box thinking, jokes, and even the occasional pun. By removing presentation guardrails, our goal is for all sessions at Activate to be insightful and entertaining.<br \/>\r\n<br \/>\r\nPlus, like we mentioned before, we do always aim to have killer keynote speakers that shed a different light on the broader Activate theme and help us gain new perspectives outside of the marketing bubble. You won\u2019t want to miss them.<\/p>\r\n<h3>Show Us What You\u2019ve Got<\/h3>\r\n<p>We design Activate so Dreamers, Builders, and Makers can showcase their individualized experiences and help others succeed while learning from fellow marketers. It\u2019s an environment created to spark innovation and collaboration and we\u2019d love for you to be a part of it. Bring your story to the Activate stage and make your name known.<\/p>\r\n<p><em>The call for speakers is now open, so if you\u2019re interested in bringing your expertise to Activate, please <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSdvmGuKS2l13rObxYT-O8_1m4-fy8ta5aLnnW1t2Y8t12XPBA\/viewform\" target=\"_blank\" rel=\"noopener\">send over your submission<\/a>!<\/em><\/p>","post_title":"5 Reasons Why You Should Speak at Activate","post_excerpt":"With about six months until Activate \u201823, we are looking for speakers like you to bring your knowledge and know-how to the Activate stage.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-why-you-should-speak-at-activate","to_ping":"","pinged":"","post_modified":"2022-10-13 11:48:03","post_modified_gmt":"2022-10-13 18:48:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104851","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 13, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"5 Reasons to Speak at Activate\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-why-you-should-speak-at-activate\/"},{"ID":104720,"post_author":"87","post_date":"2022-10-05 15:36:07","post_date_gmt":"2022-10-05 22:36:07","post_content":"<p>In part 1 of this series, we\u2019ll dive deep into data. In today\u2019s world, it can feel like we are swimming in data\u2013but with no idea how to use it.<\/p>\r\n<p>Learn from Chelsea McClure, Director of Customer Growth &amp; Lifecycle at Ritual, about how she approaches data, infusing it with personality and enabling her team to deliver unique, meaningful experiences to customers.<\/p>\r\n<p>Joined by Iterable\u2019s Senior Customer Marketing Manager, Jessica Hooper, Chelsea details how Ritual approaches personalization, from top to bottom, and how they are building this in Iterable today. Get into the mind of a Dreamer and hear how they approach a campaign, from the initial idea to the end result.<\/p>\r\n<p><strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li><span style=\"font-weight: 400;\">New tactics and techniques to personalize your customer journey<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400;\">How to use data dynamically to send unique messages<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400;\">The impact sending individual, 1:1 messages can have for a business<\/span><\/li>\r\n<\/ul>","post_title":"Ask a Dreamer About: How Ritual Uses Data to Humanize the Customer Experience","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers. ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-dreamer-about-how-ritual-uses-data-to-humanize-the-customer-experience","to_ping":"","pinged":"","post_modified":"2022-11-09 10:05:35","post_modified_gmt":"2022-11-09 18:05:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=104720","menu_order":7,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 05, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":67,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-dreamer-about-how-ritual-uses-data-to-humanize-the-customer-experience\/"},{"ID":104785,"post_author":"79","post_date":"2022-10-05 11:41:53","post_date_gmt":"2022-10-05 18:41:53","post_content":"<p>There\u2019s another Activate to look forward to on the horizon. But, to whet your appetite during this Activate in-between, we want to keep the incredible speakers at Activate Summit North America, and the inspirational sessions they presented, top of mind.<\/p>\r\n<p>In this limited series (see the first installment <a href=\"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-streeteasy\/\" target=\"_blank\" rel=\"noopener\">here<\/a>) we\u2019ll be covering a handful of the most loved sessions in-depth, providing skimmable, sharable tidbits. All of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">session recordings<\/a> are available on-demand right now. We\u2019re providing a written breakdown of some of these sessions but we do strongly recommend listening to the speakers tell it themselves.<\/p>\r\n<h3>Creating Process Out of CRM Chaos<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/how-to-create-process-out-of-crm-chaos\/\" target=\"_blank\" rel=\"noopener\"><em>Creating Process Out of CRM Chaos<\/em><\/a> was presented by <a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwjS7Zm45cb6AhUKi8gKHf1fCCYYABABGgJxdQ&amp;sig=AOD64_1mzlK3A8utLmjVBgp_ZgOHjb5UqQ&amp;q&amp;adurl&amp;ved=2ahUKEwivz5C45cb6AhXtFVkFHe-hByoQ0Qx6BAgJEAE\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>\u2019s Associate Manager of Retention Marketing, Phil Hill. Phil took to the stage to discuss the importance of creating processes. Specifically, he touched upon the importance of processes in customer relationship management (CRM).<\/p>\r\n<p>When starting his presentation, Phil actually focused on one of his hobbies: plants. Initially, he didn\u2019t have a green thumb, but now, thanks to creating a process for gardening, he is recognized for his plant savviness. By creating a spreadsheet with plant types in one column, and all of their care needs throughout other columns, he was able to improve his gardening skills\u2014all by developing a process.<\/p>\r\n<h4>Benefits of Process<\/h4>\r\n<p>Phil pointed out three key benefits of creating a process. You can 1) save yourself, 2) save your time, and 3) save your mind.<\/p>\r\n<p><strong>Save Yourself<\/strong><\/p>\r\n<p>Phil describes processes as \u201csaving yourself\u201d because they can multiply your capabilities. Rather than sitting in a meeting or explaining how stuff works to a coworker, a process can take your place.<\/p>\r\n<ul>\r\n\t<li>Your process is an extension of you<\/li>\r\n\t<li>Allow your team to work without you<\/li>\r\n<\/ul>\r\n<p><strong>Save Your Time<\/strong><\/p>\r\n<p>Processes can save time because you can do multiple steps at once. When you are designing processes, you\u2019re looking at every detail, but when the process is running you can layer steps, knowing everything is planned meticulously.<\/p>\r\n<ul>\r\n\t<li>Be as efficient as possible with time<\/li>\r\n\t<li>Skip figuring how and what to do each time<\/li>\r\n<\/ul>\r\n<p><strong>Save Your Mind<\/strong><\/p>\r\n<p>\u201cLet the process take care of those mundane tasks.\u201d If there\u2019s a process in place, you don\u2019t have to continuously think about the small tasks you need to accomplish\u2014they\u2019re built into the process.<\/p>\r\n<ul>\r\n\t<li>Stop forgetting to do routine tasks<\/li>\r\n\t<li>Stop double-, triple-checking that you did everything<\/li>\r\n<\/ul>\r\n<h4>Need of Process<\/h4>\r\n<p>After discussing the benefits of processes, Phil went into how your team can determine if you need a process. He highlighted some questions that are red flags, letting your team know when a process is needed. For example, \u201cWhy does it take so long to just send one email?\u201d<\/p>\r\n<p>The biggest takeaway from this section is to stop. Stop what you\u2019re doing if these red flag questions come up. While, as Phil pointed out, stopping is the opposite of what CRM marketers and email marketers want to do\u2014send more emails, etc.\u2014stopping is going to save you time in the long run.<\/p>\r\n<h4>Love of Process<\/h4>\r\n<p>Once the process is established, who will it benefit? Designing an efficient, effective process can help you, your team, and your partners. Phil likened processes for your team to rules for your kids. It\u2019s helpful to have guardrails and guidelines in place to set your team up for success.<\/p>\r\n<p><strong>You<\/strong><\/p>\r\n<p>When processes are injected into your work you\u2019ll be able to press \u201csend\u201d on that email because you\u2019ll be confident your processes will allow you to do so.<\/p>\r\n<ul>\r\n\t<li>You\u2019re going to have peace of mind<\/li>\r\n\t<li>You\u2019ll be more confident in your work<\/li>\r\n<\/ul>\r\n<p><strong>Your Team<\/strong><\/p>\r\n<p>Your team will be able to move quickly knowing that there\u2019s a process in place to help reduce risk in executing tasks.<\/p>\r\n<ul>\r\n\t<li>Your team will see your value<\/li>\r\n\t<li>Your team will be able to do more<\/li>\r\n<\/ul>\r\n<p><strong>Your Partners<\/strong><\/p>\r\n<p>Expectations will be set because you\u2019ll be able to share service level agreements (SLAs) with them. Partners will no longer have to ask \u201cwhy does it take so long to send one email?\u201d<\/p>\r\n<ul>\r\n\t<li>Your partners will have realistic expectations<\/li>\r\n\t<li>Your partners will know exactly how to support you on your projects<\/li>\r\n<\/ul>\r\n<h4>Create a Process<\/h4>\r\n<p>Phil also covered how to build a process, including six key steps: gather stakeholders, identify tasks, assign roles, recruit champions, document process, and rollout and monitor.<\/p>\r\n<p><strong>Gather Stakeholders<\/strong><\/p>\r\n<p>Most times you have other people you\u2019re working with. The first step is getting everyone in a room or into a Slack channel.<\/p>\r\n<p><strong>Identify Tasks<\/strong><\/p>\r\n<p>Phil recommends being very specific and detailed about the tasks created in this step. \u201cIf it seems like you could look over it, put it in as a task.\u201d<\/p>\r\n<p><strong>Assign Roles<\/strong><\/p>\r\n<p>Once tasks are established, you need to assign roles to all of those tasks. Whose job is it to complete the task? Phil said he likes to use the RACI format here, but it\u2019s not always necessary. Also be sure to lean on cross-functional partners and respect their roles and responsibilities too.<\/p>\r\n<p><strong>Recruit Champions<\/strong><\/p>\r\n<p>\u201cYou're always going to be the largest champion of your process.\u201d Try to get a top-down adoption of your process. Phil recommends getting director-level buy-in and having that director get other director buy-in as well.<\/p>\r\n<p><strong>Document Process<\/strong><\/p>\r\n<p>This is the most important step. \u201cIf you don\u2019t document your process, you don\u2019t have a process.\u201d Documenting is important so everyone can learn the process and, if you were to leave the company, someone else could come in and hit the ground running.<\/p>\r\n<p><strong>Rollout &amp; Monitor<\/strong><\/p>\r\n<p>Lastly, it\u2019s important when you roll out your process to ask for feedback and get input from those people who use your process. Then, be sure to monitor how impactful or effective the process is.<\/p>\r\n<h3>You\u2019ll Thank the Past Version of Yourself<\/h3>\r\n<p>When you create a process, you get rid of the sense of dread that can accompany burdensome tasks. Monthly metrics become two clicks in saved reports, creating emails is as easy as using a pre-built template, the list goes on. Rather than starting from scratch every time you initiate a new project, design something that\u2019s repetitive and effective to help save time and resources.<\/p>\r\n<p>In his session, Phil gives examples of processes that fit this framework, so be sure to check out the <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/how-to-create-process-out-of-crm-chaos\/\" target=\"_blank\" rel=\"noopener\">full session<\/a>.<\/p>\r\n<p><em>Each Activate session was jam-packed with helpful information, so be sure to check out some of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">other sessions<\/a>. Plus, don\u2019t miss the chance to see next year\u2019s Activate in-person! <a href=\"https:\/\/iterable.com\/activate\/northamerica-2023\/\" target=\"_blank\" rel=\"noopener\">Save the date for Activate \u201823<\/a>.<\/em><\/p>","post_title":"Activate Summit NA Deep Dive: DoorDash","post_excerpt":"At Activate Summit NA DoorDash\u2019s Associate Manager of Retention Marketing, Phil HIll, discussed the importance of creating processes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-na-deep-dive-doordash","to_ping":"","pinged":"","post_modified":"2022-10-05 11:41:53","post_modified_gmt":"2022-10-05 18:41:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104785","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit NA Deep Dive\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-doordash\/"},{"ID":104555,"post_author":"79","post_date":"2022-09-29 12:19:15","post_date_gmt":"2022-09-29 19:19:15","post_content":"<p>Activate just ended\u2026miss us yet? If you\u2019re itching for more Activate content, have no fear, there\u2019s another Activate to look forward to on the horizon. But, to whet your appetite during this Activate in-between, we want to keep the incredible speakers at Activate Summit North America, and the inspirational sessions they presented, top of mind.<\/p>\r\n<p>In this limited series we\u2019ll be covering a handful of the most loved sessions in-depth, providing skimmable, sharable tidbits. How is our memory that good, you ask? It\u2019s not! All of the session recordings are available on-demand right now. We know not everyone has 30 minutes to watch a recording, so we\u2019re providing a written breakdown of some of these sessions (but we do strongly recommend listening to the speakers tell it themselves. They do much better than we ever could).<\/p>\r\n<h3>Connect &amp; Collect: Propelling Customer Journeys With the Power of Automation<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/connect-and-collect-propelling-customer-journeys-with-the-power-of-automation\/\" target=\"_blank\" rel=\"noopener\"><em>Connect &amp; Collect: Propelling Customer Journeys With the Power of Automation<\/em> <\/a>was presented by Nate Casimiro, StreetEasy\u2019s Senior Marketing Operations Specialist. <a href=\"https:\/\/streeteasy.com\/\" target=\"_blank\" rel=\"noopener\">StreetEasy<\/a> is Zillow\u2019s New York-specific real estate app, tailored to the complex boroughs and neighborhoods of NYC.<\/p>\r\n<p>To give a sense of the scale StreetEasy operates within, Nate highlighted that StreetEasy sends over 80 million messages a month using over 150 journeys and triggered campaigns (most of which use <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">Catalog<\/a> or data feeds).<\/p>\r\n<p>In his session, Nate covered five ways StreetEasy uses Iterable features to automate once-manual marketing processes: content and applications, confirmations and alerts, listing cards and recommendations, announcements and reports, and blog updates and rollups.<\/p>\r\n<h4>Gated Content &amp; Applications<\/h4>\r\n<p>To automate gated content creation and applications for data collection, Nate mentioned how his team employs third party applications and webhooks. While it may have been a bold choice to kick off the session with third party applications, Nate made a good point. He said, \u201cLet\u2019s face it. Everyone here has a super hyper complex, convoluted marketing tech stack, so you probably have some platform you have to make work.\u201d<\/p>\r\n<p>Four requirements for third party applications and webhook journeys:<\/p>\r\n<ul>\r\n\t<li><strong>Web forms:<\/strong> I want a message triggered when a user fills out a form on our website.<\/li>\r\n\t<li><strong>Gated content<\/strong>: I want to deliver content that is not easily accessible by others to specific people.<\/li>\r\n\t<li><strong>Update other platforms<\/strong>: I want to update another platform when an action is taken in a communication sent via Iterable.<\/li>\r\n\t<li><strong>Real-time triggers<\/strong>: I want my communications to fire as soon as an action is taken.<\/li>\r\n<\/ul>\r\n<h4>Confirmations &amp; Alerts<\/h4>\r\n<p>When automating confirmations and alerts, Nate\u2019s team uses custom events and journeys. Nate used resetting a password as a perfect example of a custom event because you have to pass through a token to reset it, but you also want the email to expire in 24 hours.<\/p>\r\n<p>Four requirements for custom events and journeys:<\/p>\r\n<ul>\r\n\t<li><strong>Real time triggers<\/strong>: I want my communications to fire as soon as an action is taken.<\/li>\r\n\t<li><strong>Filter by field<\/strong>: Once an event is triggered, I want to filter which users receive communications based on event or user profile data.<\/li>\r\n\t<li><strong>Product data<\/strong>: I want to populate data from my product within a communication.<\/li>\r\n\t<li><strong>Timelines &amp; schedules<\/strong>: I want to trigger a communication in real time but hold a send until specific days of the week or time of day.<\/li>\r\n<\/ul>\r\n<h4>Listing Cards &amp; Recommendations<\/h4>\r\n<p>Nate\u2019s team uses catalogs, collections, and snippets to create listing cards and recommendations. StreetEasy uses more than 12 catalogs with tens of thousands of values in each catalog. Nate says his team uses Catalog when they want to automatically sync with data in their product, store and compile it in Iterable, and pull it into emails, as needed. (Think: Zillow\u2019s listing recommendation emails.)<\/p>\r\n<p>Four requirements for catalogs, collections, and snippets:<\/p>\r\n<ul>\r\n\t<li><strong>Dynamic content<\/strong>: I want to populate specific property details based on a single key value using a minimal amount of code.<\/li>\r\n\t<li><strong>Code collections<\/strong>: I want to easily reproduce this result across a number of templates with minor adjustments.<\/li>\r\n\t<li><strong>Minimize engineering<\/strong>: I want to iterate versions of this content while minimizing the amount of engineering effort.<\/li>\r\n\t<li><strong>Personalized data<\/strong>: I want to display pieces of data and content within a message that is personal to a user.<\/li>\r\n<\/ul>\r\n<h4>Announcements &amp; Reports<\/h4>\r\n<p>To create announcements and reports, one of Nate\u2019s \u201cfavorite things to talk about,\u201d the StreetEasy team uses both Catalog and Google sheets to automate the process. In the example provided, Nate explains how the emails his team sends to agents are half populated by Catalog, and half populated by a Google sheet, making it extremely easy to edit without breaking the email template.<\/p>\r\n<p>Four requirements for catalogs and Google sheets:<\/p>\r\n<ul>\r\n\t<li><strong>Self service<\/strong>: I want copywriters or other team members to edit the copy of a campaign, at will, without me.<\/li>\r\n\t<li><strong>Safety first<\/strong>: I don\u2019t want the copywriters to have the ability to change any code and break my template.<\/li>\r\n\t<li><strong>Time after time<\/strong>: I want to reuse this process every week, month, etc.<\/li>\r\n\t<li><strong>Style savant<\/strong>: I want copywriters with fundamental HTML skills to be able to change colors, text styles, etc.<\/li>\r\n<\/ul>\r\n<h4>Blog Updates &amp; Rollups<\/h4>\r\n<p>To send blog updates and rollup emails, Nate\u2019s team uses data feeds. Nate points out that one of the main reasons to use data feeds is because it\u2019s real-time. Data feeds automatically pull in information that already exists elsewhere and doesn\u2019t need to be created from scratch, like in the emails sent to agents.<\/p>\r\n<p>Four requirements for data feeds:<\/p>\r\n<ul>\r\n\t<li><strong>Blog content<\/strong>: I want to populate content I\u2019ve created in another platform, such as Wordpress.<\/li>\r\n\t<li><strong>One and done<\/strong>: my copywriters don\u2019t want to rewrite copy for email that they\u2019ve already summarized on web.<\/li>\r\n\t<li><strong>Time after time<\/strong>: I want to reuse this process every week, month, etc.<\/li>\r\n\t<li><strong>Safety first<\/strong>: I don\u2019t want the copywriters to have the ability to change any code and break my template.<\/li>\r\n<\/ul>\r\n<h3>Data Feeds Versus Catalog<\/h3>\r\n<p>To close out the presentation, Nate presented an analogy to help clarify the difference between Catalog and data feeds. He said, \u201cif you have a guest over at your house, and they\u2019re thirsty and they want some water, you would go into your fridge and you could get them a bottle of water\u2014maybe you have ten bottles of water. That\u2019s kind of a catalog. It\u2019s convenient, you can hand it to them, they can take it somewhere else.<\/p>\r\n<p>But, if you want a data feed, that\u2019s like handing them just a glass and they walk up to your fridge\u2014the water dispenser\u2014and they fill the glass with water. You\u2019re never going to run out of water.\u201d<\/p>\r\n<p>We had to include this analogy because it is an extremely helpful visual to clarify in which scenarios you\u2019d want to employ Catalog versus data feeds. Nate also shares StreetEasy examples to help clarify further, so be sure to check out <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/connect-and-collect-propelling-customer-journeys-with-the-power-of-automation\/https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/connect-and-collect-propelling-customer-journeys-with-the-power-of-automation\/\" target=\"_blank\" rel=\"noopener\">the full recording<\/a> if you have the time.<\/p>\r\n<p><em>Each Activate session was jam-packed with helpful information, so be sure to check out some of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">other sessions<\/a>. Plus, don\u2019t miss the chance to see next year\u2019s Activate in-person! <a href=\"https:\/\/iterable.com\/activate\/northamerica-2023\/https:\/\/iterable.com\/activate\/northamerica-2023\/\" target=\"_blank\" rel=\"noopener\">Save the date for Activate \u201823<\/a>.<\/em><\/p>","post_title":"Activate Summit NA Deep Dive: StreetEasy","post_excerpt":"In this series we\u2019ll be covering a handful of the most loved Activate Summit NA sessions in-depth, providing skimmable, sharable tidbits.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-na-deep-dive-streeteasy","to_ping":"","pinged":"","post_modified":"2022-09-29 13:09:53","post_modified_gmt":"2022-09-29 20:09:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104555","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"StreetEasy Activate Deep Dive\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-streeteasy\/"},{"ID":104452,"post_author":"79","post_date":"2022-09-27 12:11:06","post_date_gmt":"2022-09-27 19:11:06","post_content":"<p>We live in a world where increasingly, the end user holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions.<\/p>\r\n<p>Many of today\u2019s leading B2B brands outpace the market by \u201cconsumerizing\u201d their marketing strategy\u2014placing an extra focus on every end user, rather than a single buyer or handful of buyers. B2B brands need to find modern solutions that can improve engagement and product familiarity, more effectively push users toward organic upsell and cross-sell opportunities, and ultimately create lifelong champions\u2014often within a product-led growth (PLG) model.<\/p>\r\n<p>Understanding this is one thing, executing is another.<\/p>\r\n<h3>Consumerization of B2B Practices<\/h3>\r\n<p>The B2B brands that have been most successful at this are those applying what have historically been business-to-consumer (B2C) strategies, which are inherently designed for 1:1 communications with customers.<\/p>\r\n<p>One simple example we\u2019re all familiar with: two consumers who purchased different items from a retail store should anticipate very different personalized marketing. So let\u2019s look at four B2C strategies that are helping guide the \u201cconsumerization\u201d of B2B marketing and transforming B2B marketing in a PLG\/user-driven world.<\/p>\r\n<h4>1. Focus on the Individual User<\/h4>\r\n<p>To cultivate true 1:1 relationships, B2B brands have to make the switch from account-level to individualized user-level messaging. While easy for B2C brands, this poses a challenge for B2B brands because historically, B2B marketing has been oriented toward reaching an account or a group of stakeholders, not an individual product consumer.<\/p>\r\n<p>Even so, this shift is critical: in today\u2019s market, one-size-fits-all messaging that aims to cast a wide net doesn\u2019t cut it, regardless of business model. Whether in a B2B or a B2C environment, there is an individual human on the receiving end of your marketing communications, reading your messaging and using your product or service.<\/p>\r\n<p>Every user\u2019s journey is different\u2014the actions they take (or don\u2019t take), the amount of time they spend in the product, their maturity as a user, etc. But, the end goal for each individual is the same\u2014you want them to use, love, and champion your product. To get them there, support them at an individual level and create value for the end user so they feel more likely to advocate for implementing it on a larger, enterprise scale.<\/p>\r\n<p><a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a>, the note-taking and task management app, has a goal of signing enterprise-level agreements. To get closer to this goal, they send out monthly \"review\" emails specific to each individual user. The email not only shows that individual\u2019s personal product usage (active days, longest daily streak, tasks completed, notes created, notes shared, etc.), but it recommends what to do next to \"keep the momentum going.\"<\/p>\r\n<p>Evernote gives <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/building-long-term-value-to-keep-customers-engaged\/\" target=\"_blank\" rel=\"noopener\">personalized recommendations<\/a> for the next action to take to become proficient and effective at using the product, making it more likely a user gets value from Evernote\u2019s features. The more users who find your product valuable, the more likely they are to become brand advocates within a business.<\/p>\r\n<p><strong>Takeaway: Make your data work for you by using it to deliver individualized experiences that deliver value and accelerate users\u2019 journeys.<\/strong><\/p>\r\n<h4>2. Use Real-Time Behavioral Data<\/h4>\r\n<p>Understanding how people (and businesses) use your product is pivotal to increasing education and adoption. For example, if you offer project management software, having the ability to send users relevant messaging based on knowing whether they\u2019ve uploaded a file, created a project, or added collaborators could be the difference between a user becoming a cheerleader or churning.<\/p>\r\n<p>Communications need to be timely to be relevant. That\u2019s why using real-time behavioral and product usage data\u2014like when a user or collaborator is added, a file is uploaded, a dashboard is shared, a widget is used, etc.\u2014improves engagement and accelerates product growth and adoption.<\/p>\r\n<p><a href=\"https:\/\/www.box.com\/\" target=\"_blank\" rel=\"noopener\">Box<\/a>, the cloud-based content management company, developed a more effective user onboarding experience to increase and accelerate adoption rates. They found that once a user uploads a file, the adoption rate of the product increases exponentially. So, they built a messaging strategy focused on getting new users to upload a file early in their journey, when they\u2019re more likely to adopt the product. By adding real-time triggered campaigns, encouraging users to upload a file, and sharing the best next steps once a user does, Box increased their adoption rate by over 10%.<\/p>\r\n<p><strong>Takeaway: Using real-time behavioral and product usage data improves engagement and accelerates product growth and adoption.<\/strong><\/p>\r\n<h4>3. Activate Users With Intent in Mind<\/h4>\r\n<p>Speaking of journeys, to accelerate and deepen product growth and adoption from individual users, you need to activate them with a specific intent. This means understanding what journey your users should be taking and how you can get them to key milestones faster.<\/p>\r\n<p>For B2C brands, each user experience takes place in a silo. Their relationship with your brand is their own. But, for B2B brands, intent can be influenced by the broader organization the user falls within. How a user intends to use your product depends on how others in their company use the product as well.<\/p>\r\n<p>The first step is identifying what actions a user can take. Can they download an app? Create a report? Share a dashboard? Then, using funnel analytics\u2014supported by integrations with some of our partners like <a href=\"https:\/\/iterable.com\/partners\/heap\/\" target=\"_blank\" rel=\"noopener\">Heap<\/a>, <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a>, and <a href=\"https:\/\/iterable.com\/partners\/mixpanel-3\/\" target=\"_blank\" rel=\"noopener\">Mixpanel<\/a>\u2014find acceleration points based on how the user is progressing, and build a user-specific journey to get each user to those milestones faster.<\/p>\r\n<p>For <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, the cloud collaboration service, success isn\u2019t linked to the number of features used or how frequently the software is used, it\u2019s linked to <a href=\"https:\/\/iterable.com\/activate\/schedule\/virtual\/2022\/how-to-craft-a-dynamic-customer-journey\/\" target=\"_blank\" rel=\"noopener\"><em>how<\/em> features are used<\/a> and what skills are built. If a user develops proficiency in an area, that predicts the user\u2019s success\u2014making \u201ccreator sophistication\u201d their north star.<\/p>\r\n<p>To build successful users, Airtable had to:<\/p>\r\n<ul>\r\n\t<li>Identify all actions a user can take, assigning them to a proficiency area, and scoring them from 1 to 5 (5 being most complex)<\/li>\r\n\t<li>Map their Learning Path\u2014i.e. the fastest way to get from 1 to 5 in each proficiency area<\/li>\r\n\t<li>Find acceleration points based on how the creator is maturing<\/li>\r\n\t<li>Visually represent this to inform the marketing strategy<\/li>\r\n<\/ul>\r\n<p>Going through this process, Airtable has been able to gain huge operational and financial efficiencies.<\/p>\r\n<p><strong>Takeaway: To align with the consumerization of B2B practices, B2B brands need to consider the intent of the larger enterprise while still customizing and personalizing messages at the user level.<\/strong><\/p>\r\n<h4>4. Take Advantage of AI Advancements<\/h4>\r\n<p>Artificial Intelligence (AI) is defined as a (partially or fully) automated computing system that can take in external information and perform a task. To bring about dramatic change, AI doesn\u2019t need to be the stuff of science fiction or offer tremendous complexity.<\/p>\r\n<p>Although there are a few systems out there designed to solve multiple tasks with more flexible definitions, most modern B2B AI systems today are used to score behaviors of new leads. B2C AI systems score behaviors of customers who already use the product, and this is the direction B2B AI is headed in. Understanding the sentiments of users who are already interacting and engaging with your brand versus new \u201caccounts\u201d gives B2B brands more insight into how their product is being used and, as a result, B2B brands can determine the best next steps for these existing users.<\/p>\r\n<p>Advancements in AI are contributing to the consumerization of B2B by helping companies bridge the gap between insights and action, using valuable first-party data from customers to identify and predict the likelihood they achieve a specific goal such as likelihood to move from a free to paid user or upgrade the next paid tier.<\/p>\r\n<p>In the B2B marketing context, AI can be used in a variety of ways:<\/p>\r\n<ul>\r\n\t<li>Driving incremental revenue by predicting and targeting users that will move from free to paid<\/li>\r\n\t<li>Understanding how people are using the product and taking actions to improve it<\/li>\r\n\t<li>Identifying what attributes contribute to a high propensity to convert or upgrade<\/li>\r\n<\/ul>\r\n<p>AI is leading the way for B2B companies to better understand and market to their users and accelerate their product knowledge and expertise.<\/p>\r\n<p><strong>Takeaway: B2B brands are shifting using AI to not score new lead sentiment, as they\u2019ve done in the past, but existing user sentiment, as B2C brands have done.<\/strong><\/p>\r\n<h3>B2B Marketing Can Be Individualized<\/h3>\r\n<p>With the consumerization of B2B practices, B2B companies need to focus on the end users, not the accounts. Users are a brand\u2019s best advocates and most efficient path to growth. B2B brands need to speak to them individually, in a way that\u2019s specific to their needs and product comfort level.<\/p>\r\n<p>Traditional \u201caccount-based\u201d B2B marketing won\u2019t cut it. But, by applying best practices learned from B2C, B2B brands can reach new heights and succeed now and well into the future.<\/p>\r\n<p><em>To learn more about how Iterable can help your <a href=\"https:\/\/iterable.com\/b2b\/\" target=\"_blank\" rel=\"noopener\">B2B marketing<\/a> needs, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"4 Ways the Consumerization of B2B Practices Helps Individualize Marketing","post_excerpt":"The consumerization of B2B practices is the shifting B2B brands turning individual users into product champions, just like B2C brands.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-the-consumerization-of-b2b-practices-helps-individualize-marketing","to_ping":"","pinged":"","post_modified":"2022-09-27 12:11:06","post_modified_gmt":"2022-09-27 19:11:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104452","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 27, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Consumerization of B2B Practices\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-the-consumerization-of-b2b-practices-helps-individualize-marketing\/"},{"ID":104393,"post_author":"79","post_date":"2022-09-22 10:32:26","post_date_gmt":"2022-09-22 17:32:26","post_content":"<p>Since 1988 Hispanic Heritage Month, which runs from September 15 through October 15, has celebrated \u201c<a href=\"https:\/\/www.hispanicheritagemonth.gov\/about\/\" target=\"_blank\" rel=\"noopener\">histories, cultures and contributions<\/a> of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America.\u201d<\/p>\r\n<p>You may have noticed that, unlike other observance months, Hispanic Heritage month runs from the half-month to the next half-month. It\u2019s not without reason. September 15 marks independence day for Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. Mexico celebrates independence day on September 16, and Chile celebrates on September 18.<\/p>\r\n<p>Also, Columbus Day, now more commonly known as Indigenous Peoples\u2019 Day or, in hispanic culture, as D\u00eda de la Raza, falls on October 12. D\u00eda de la Raza or \u201cDay of the Races\u201d symbolizes the blending of indigenous American heritage and Spanish heritage. Having Hispanic Heritage Month span from mid-September to mid-October allows for the inclusion of all of these important days.<\/p>\r\n<p>As with all months that pay homage to cultures and communities, many brands strive to incorporate Hispanic Heritage Month into their marketing communications. Let\u2019s take a look at <a href=\"https:\/\/www.entrepreneur.com\/science-technology\/5-ways-brands-can-celebrate-hispanic-heritage-month-using\/434828\" target=\"_blank\" rel=\"noopener\">how brands can do this<\/a> successfully.<\/p>\r\n<h3>Represent All Cultures<\/h3>\r\n<p>There are over <a href=\"https:\/\/www.nbcnewyork.com\/news\/national-international\/things-to-know-about-hispanic-heritage-month\/1991285\/#:~:text=Hispanic%20countries%20are%3A%20Argentina%2C%20Bolivia,Spain%2C%20Uruguay%2C%20and%20Venezuela.\" target=\"_blank\" rel=\"noopener\">20 countries<\/a> that identify as Hispanic, each with different cultures and traditions. To fully represent what Hispanic Heritage Month is trying to encapsulate, brands need to be aware of these differences and the vast landscape of Hispanic culture.<\/p>\r\n<p>The <a href=\"https:\/\/www.miamidolphins.com\/\" target=\"_blank\" rel=\"noopener\">Miami Dolphins<\/a> football team tweeted highlighting their hispanic fans. The tweet features a gif with Hispanic fans holding up their countries\u2019 flags.<\/p>\r\n\r\n[caption id=\"attachment_104408\" align=\"alignnone\" width=\"948\"]<img class=\"size-full wp-image-104408\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Screen-Shot-2022-09-19-at-9.41.36-AM.png\" alt=\"Miami Dolphins celebrate Hispanic diversity\" width=\"948\" height=\"1262\" \/> <em>The Miami Dolphins showcase their fans\u2019 diversity by featuring a gif of multiple countries\u2019 flags. Source: <a href=\"https:\/\/twitter.com\/miamidolphins\/status\/1316144181140688896\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s not a huge campaign with flashy billboards and TV spots, but it gets the message across. And because the team represents Miami, a city where <a href=\"https:\/\/www.nbcnews.com\/news\/latino\/not-just-cubans-many-latinos-now-call-miami-home-n37241\" target=\"_blank\" rel=\"noopener\">70% of the population<\/a> is Hispanic, this tweet aligns with the team\u2019s overall brand and values.<\/p>\r\n<h3>Highlight Hispanic Creators<\/h3>\r\n<p>Brands that offer multiple products can highlight the products offered by Hispanic creators. Think Target, for example. Highlighting the Hispanic-owned brands and products can bring Hispanic culture to the forefront.<\/p>\r\n<p><a href=\"https:\/\/www.target.com\/c\/mas-que\/-\/N-639c7\" target=\"_blank\" rel=\"noopener\">Target<\/a>, in fact, did just that. They currently have a separate page on their site titled \u201cM\u00e1s Que a Month.\u201d The page features Hispanic-owned brands and the stories behind those brands. There is also a way for shoppers to add products from Hispanic-owned brands directly to their carts.<\/p>\r\n\r\n[caption id=\"attachment_104402\" align=\"alignnone\" width=\"2203\"]<img class=\"size-full wp-image-104402\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-target-c-mas-que-N-639c7-2022-09-19-10_12_43-edit.png\" alt=\"Target's M\u00e1s Que a Month page\" width=\"2203\" height=\"6961\" \/> <em>Target\u2019s M\u00e1s Que a Month page features Hispanic-owned brands and products. Source: <a href=\"https:\/\/www.target.com\/c\/mas-que\/-\/N-639c7\" target=\"_blank\" rel=\"noopener\">Target<\/a>.<\/em>[\/caption]\r\n\r\n<p>Having an entire page dedicated to Hispanic Heritage Month not only makes it easier to find Hispanic-owned brands, but it demonstrates Target\u2019s support and recognition of the month.<\/p>\r\n<h3>Hear From Your Brand\u2019s Hispanic Community<\/h3>\r\n<p>If you\u2019re not a large retailer that carries multiple Hispanic-owned brands, that\u2019s okay! To respect Hispanic Heritage Month, brands can always look inwards, identify, and celebrate the members of their teams who identify as part of the Hispanic community.<\/p>\r\n<p><a href=\"https:\/\/www.microsoft.com\/\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a> published a <a href=\"https:\/\/inculture.microsoft.com\/our-voz\/?ocid=FY21_soc_omc_br_tw_HMM&amp;ranMID=24542&amp;ranEAID=TnL5HPStwNw&amp;ranSiteID=TnL5HPStwNw-be2aig95bC3lUv1mNJvk8Q&amp;epi=TnL5HPStwNw-be2aig95bC3lUv1mNJvk8Q&amp;irgwc=1&amp;OCID=AID2200057_aff_7593_1243925&amp;tduid=%28ir__mqctnn3ivckf61lvkyllmqhwjn2xqjovphw16agq00%29%287593%29%281243925%29%28TnL5HPStwNw-be2aig95bC3lUv1mNJvk8Q%29%28%29&amp;irclickid=_mqctnn3ivckf61lvkyllmqhwjn2xqjovphw16agq00\" target=\"_blank\" rel=\"noopener\">blog post<\/a> featuring employees that are part of the Hispanic community. When clicked, each employee has their own blog post where they tell their stories about growing up in the Hispanic community and how they came to work at Microsoft.<\/p>\r\n\r\n[caption id=\"attachment_104414\" align=\"alignnone\" width=\"2556\"]<img class=\"size-full wp-image-104414\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-inculture-microsoft-our-voz-2022-09-19-11_26_35-edit.png\" alt=\"Microsoft shares stories during Hispanic Heritage Month\" width=\"2556\" height=\"9406\" \/> <em>Microsoft amplifies the voices of Hispanic employees by sharing their stories. Source: <a href=\"https:\/\/inculture.microsoft.com\/our-voz\/?ocid=FY21_soc_omc_br_tw_HMM&amp;ranMID=24542&amp;ranEAID=TnL5HPStwNw&amp;ranSiteID=TnL5HPStwNw-OtWJ7CIed2Qv_k4pKVqq9Q&amp;epi=TnL5HPStwNw-OtWJ7CIed2Qv_k4pKVqq9Q&amp;irgwc=1&amp;OCID=AID2200057_aff_7593_1243925&amp;tduid=%28ir__mqctnn3ivckf61lvkyllmqhwjn2xqjoqw6w16agq00%29%287593%29%281243925%29%28TnL5HPStwNw-OtWJ7CIed2Qv_k4pKVqq9Q%29%28%29&amp;irclickid=_mqctnn3ivckf61lvkyllmqhwjn2xqjoqw6w16agq00\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a>.<\/em>[\/caption]\r\n\r\n<p>Rather than self-promoting products and trying to make sales, brands can step out of the spotlight to allow the voices of the Hispanic community to be heard. Sharing the stories and perspectives of members of the Hispanic community at your company can demonstrate authenticity in your brand\u2019s support during Hispanic Heritage Month.<\/p>\r\n<h3>Iterable\u2019s Hispanic Community<\/h3>\r\n<p>We aim to uplift all communities in a number of ways. In addition to a variety of other employee-led Affinity Groups, we have a Latinx Affinity Group, which aims to foster a sense of belonging for the Hispanic and Latin American community of Iterable. <a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-sebastian-cabrera-launches-the-latinx-affinity-group\/\" target=\"_blank\" rel=\"noopener\">Launched last year<\/a>, The Latinx Affinity Group elevates the voices of Latinx Iterators and promotes their contributions to the growth of Iterable.<\/p>\r\n<blockquote>\r\n<p><em>\u201cI feel pride for the prior and current contributions of Hispanic and Hispanic ancestors that made\/make for the betterment of society. From practical and impressive scientific and technological inventions like the Aztec calendar and <a href=\"https:\/\/www.thearchaeologist.org\/blog\/chinampas-the-ancient-aztec-floating-gardens-that-hold-promise-for-future-urban-agriculture\" target=\"_blank\" rel=\"noopener\">chinampas<\/a> to the development\/cultivation of food and cuisine like chocolate and maize.<\/em><\/p>\r\n<p><em>Today, Hispanics in the U.S. make up a large proportion of a class of workers that are paradoxically under-appreciated and compensated yet essential.\u201d<\/em><\/p>\r\n<p><em>- Arthur Gonzalez, Senior Data Scientist, People @ Iterable<\/em><\/p>\r\n<p><em>\u201cI love Hispanic Heritage Month because it allows us to highlight and showcase our Hispanic Culture. Being first-generation American, I have so much respect and am appreciative of the sacrifices my parents made to come here for college and establish their lives here for a better future for their children. It is also a way to learn more and honor the cultural richness and diversity of the community around us.<\/em><\/p>\r\n<p><em>We celebrate and take pride in our hispanic heritage year round in my house. You will always hear Vallenato, Merengue, or Cumbia playing and mom or dad making arepas or patacones at least once a week! One thing is to appreciate your culture and another is to take pride in it.\u201d<\/em><\/p>\r\n<p><em>- Andrea Gonzalez, Customer Success Manager @ Iterable<\/em><\/p>\r\n<\/blockquote>\r\n<p>The Latinx Affinity group has hosted, and will continue to host, multiple events during Hispanic Heritage Month. This includes:<\/p>\r\n<ul>\r\n\t<li>Trivia in collaboration with our Mixed Identities Affinity Group, where all the questions are based on Hispanic history and leaders<\/li>\r\n\t<li>An Inclusive Leadership Certification, which provides a space to remove cultural barriers, cultural preconceptions, and stereotypes to succeed by equipping leaders with the skills they need to reach higher-level positions<\/li>\r\n\t<li>And coming soon, a \u201cHow to Beat Imposter Syndrome\" workshop.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_104394\" align=\"alignnone\" width=\"695\"]<img class=\"size-full wp-image-104394\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Pastel-Green-Trivia-Night-Flyer-Made-with-PosterMyWall-2.jpg\" alt=\"Hispanic Heritage Month Trivia\" width=\"695\" height=\"900\" \/> <em>The Latinx Affinity Group shared this flyer before the Trivia event last week!<\/em>[\/caption]\r\n\r\n<p>Much like the companies highlighted above, we strive to continue finding new ways to highlight and celebrate the Hispanic community and culture in and out of Iterable. These are just a few ways Iterable will be celebrating this month. Please find us on social (<a href=\"https:\/\/www.linkedin.com\/company\/iterable\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/twitter.com\/Iterable\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>, <a href=\"https:\/\/www.facebook.com\/Iterable\/\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>, <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>) to learn more and share the ways you\u2019re celebrating!<\/p>\r\n<p><em>If you or someone you know is interested in joining the Iterable team, check out our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open roles<\/a>.<\/em><\/p>","post_title":"Marketing During Hispanic Heritage Month","post_excerpt":"Let\u2019s take a look at how brands can successfully incorporate Hispanic Heritage Month into their marketing strategies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-during-hispanic-heritage-month","to_ping":"","pinged":"","post_modified":"2022-09-22 10:32:26","post_modified_gmt":"2022-09-22 17:32:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104393","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-during-hispanic-heritage-month\/"},{"ID":104356,"post_author":"71","post_date":"2022-09-21 08:20:41","post_date_gmt":"2022-09-21 15:20:41","post_content":"<p>{first name} and {birth date} are just not cutting it anymore. We\u2019re more than our {first name} and {birth date}... right?! Email personalization has become imperative for winning brands\u2019 success.<\/p>\r\n<p>So, with the flood of emails incoming daily to your customers\u2019 inboxes, understanding how to connect on an individualized level with them is crucial to building loyalty and deepening your relationships. Harness the power of data to individualize the email experience and increase customer engagement.<\/p>\r\n<p><strong>In this session, Kelly Schaefer-Flake, Iterable\u2019s Senior Manager of Solutions Consulting walks you through:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why personalization matters now more than ever for your customers<\/li>\r\n\t<li>How award-winning brands are breaking through the noise and winning customer loyalty<\/li>\r\n\t<li>Strategies you can implement right away to up-level your email individualization<\/li>\r\n<\/ul>","post_title":"Email Personalization 101: Captivating Customer Attention with the Power of Data","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-camp-2022-email-personalization","to_ping":"","pinged":"","post_modified":"2022-09-21 08:20:41","post_modified_gmt":"2022-09-21 15:20:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=104356","menu_order":8,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 21, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":67,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"432\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-768x432.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-768x432.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-300x169.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-1024x576.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-1536x864.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/email-camp-2022-email-personalization\/"},{"ID":104363,"post_author":"79","post_date":"2022-09-21 07:09:43","post_date_gmt":"2022-09-21 14:09:43","post_content":"<p>Did you know that the term \u201cDrag and Drop\u201d was originally called \u201c<a href=\"https:\/\/web.stanford.edu\/dept\/SUL\/sites\/mac\/primary\/interviews\/raskin\/mouse.html\" target=\"_blank\" rel=\"noopener\">Click and Drag<\/a>?\u201d Click and Drag is said to be an invention of human-computer interface expert, Jef Raskin, best known for starting the Macintosh project at Apple in the \u201870s.<\/p>\r\n<p>Drag and drop\u2014as it\u2019s known today\u2014was introduced in 1984 by Raskin. We\u2019ve all dragged items from the desktop into the trash. Yep, we\u2019ve been dragging and dropping for a long long time.<\/p>\r\n<p>Nowadays, when we think of drag and drop, we think \u201ceditor\u201d or \u201csoftware.\u201d For example, you might use drag and drop to create your new website, complex automations in Iterable, social media graphics, <a href=\"https:\/\/www.dyspatch.io\/platform\/email-builder\/\" target=\"_blank\" rel=\"noopener\">beautiful emails in Dyspatch<\/a>, and more!<\/p>\r\n<p>But why has drag and drop become so prolific in everyday technology? What benefits can it provide? Let\u2019s take a look at the top five reasons drag and drop editors are beneficial to marketers!<\/p>\r\n<h3>1. Drag and Drop Means No Code<\/h3>\r\n<p>To me, software developers are magicians who create complex tools\u2014or games\u2014by writing lines of code. Drag and drop editors like those available in Iterable and Dyspatch take those lines of code and break them down into digestible modules. The code is still there\u2014code that has been written to enable people like myself to build beautiful, engaging, and highly converting marketing campaigns\u2014but it\u2019s packaged in an easily movable and manipulatable block of content.<\/p>\r\n<p>Without drag and drop editors, we\u2019d be designing and creating everything from scratch, using code\u2014no easy feat. In fact, prior to drag and drop editors, marketers would either need to have a decent understanding of code themselves, or they would often need to hire developers to join the marketing team. Drag and drop editors have not only removed the developer bottleneck from marketing operations, but it has also freed up developers to work on more inspiring projects (which usually doesn\u2019t involve coding emails!)<\/p>\r\n<h3>2. Instant Feedback With Visual Editing<\/h3>\r\n<p>When I say that drag and drop editors are \u2018no code,\u2019 what we\u2019re silently also saying is that they are all visual.<\/p>\r\n<p>Code looks like an alien language to most of us\u2014it doesn\u2019t look or function in any way like the program you\u2019re creating, which means, until you test the whole program, there\u2019s no immediate feedback.<\/p>\r\n<p>Getting immediate feedback by seeing your product as you build it can help mitigate your chances of making a mistake. Rather than sifting through 10,000 lines of code to find the one missing bracket that\u2019s breaking your entire project, you can see if it works or not as you piece it together.<\/p>\r\n<h3>3. It's Simple, Yet Sophisticated<\/h3>\r\n<p>If your five-year-old kid knows how to open a garbage can, throw away their trash, and then close the garbage can again, then they know how to operate drag and drop.<\/p>\r\n<p>When Jef Raskin developed the concept of drag and drop, he was very deliberate in his effort to digitally emulate the way humans interact with objects in the real world. Dropping items in the trash can on your Macbook, and dropping items in the trash can in your kitchen are very similar\u2026 you hold, drag to where you want it to go, and drop.<\/p>\r\n<p>Rather than teaching the entire marketing workforce to write code, developers had the bright idea to enable us to do some of what they do by writing the code for us. And they did it in a way that anybody could understand. No fancy engineering degree required.<\/p>\r\n<p>In a world where everything seems complicated, intuitive drag and drop makes sophisticated work so simple.<\/p>\r\n<h3>4. Resources Saved are Astronomical<\/h3>\r\n<p>Earlier, I discussed how drag and drop editors allow marketers to essentially be software developers without having to learn to code. What I didn\u2019t talk about is how much time it takes to actually write code, test it, deploy it, make changes, merge those changes, test again, and so on and so forth.<\/p>\r\n<p>I work at Dyspatch, where our platform allows you to build beautiful email templates using a drag and drop block editor. We put together a little <a href=\"https:\/\/www.dyspatch.io\/roi-calculator\/\" target=\"_blank\" rel=\"noopener\">email ROI calculator<\/a> that measures the amount of time you\u2019d save by building your emails in Dyspatch compared to coding them from scratch. Based on that calculator, if you created two email templates per month from scratch, and sent four emails using those templates it would take approximately 80 hours of developer time to design, create, and test those emails and templates.<\/p>\r\n<p>In comparison, if you built it all in Dyspatch\u2019s drag and drop editor, it would take eight hours of a marketer\u2019s time to do the same. A savings of 72 developer hours per month\u2014more than a work week!<\/p>\r\n<p>Aside from saving well over $2,000 a month on developer labor, you\u2019re also freeing up your developers\u2019 time to work on things that a marketer can not.<\/p>\r\n<p>And we\u2019re just talking about emails! Imagine executing the tasks that Iterable does across channels, testing, and more, but by writing code instead. You\u2019d need dozens of full-time developers to run your marketing system\u2014and very deep pockets.<\/p>\r\n<h3>5. Drag and Drop Platforms Want to Deliver You Value<\/h3>\r\n<p>Consider this: every drag and drop editor out there is a part of a\u2014if not an entire\u2014business.<\/p>\r\n<p>What this means for you, the end user: platforms like Iterable and Dyspatch are trying to provide a service that makes your life easier.<\/p>\r\n<p>Modern drag and drop editors are chock full of features that exist to ensure you have to do the bare minimum to get maximum return. We need to stay sharp, stay competitive, and keep delivering everything you need to get the most out of your marketing\u2014or we might lose you!<\/p>\r\n<p>Rest assured, we\u2019re working extra hard so that you don\u2019t have to.<\/p>\r\n<h3>More Than a Buzzword<\/h3>\r\n<p>Drag and drop is more than a buzzword. It\u2019s a powerful, UX-enhancing tool that saves you time, effort, and money, and makes your work easier. Thousands, maybe millions of lines of code were written for every drag and drop platform we use. All so that we can drag and drop our way to the marketing promiseland!<\/p>\r\n<p>Like <a href=\"https:\/\/iterable.com\" target=\"_blank\" rel=\"noopener\">Iterable<\/a> and <a href=\"https:\/\/dyspatch.io\" target=\"_blank\" rel=\"noopener\">Dyspatch<\/a> are your best buds in the realm of email marketing, drag and drop is your best bud in the realm of MarTech.<\/p>\r\n<p><em>To learn more about the <a href=\"https:\/\/iterable.com\/partners\/dyspatch\/\" target=\"_blank\" rel=\"noopener\">Dyspatch and Iterable partnership<\/a>, schedule an <a href=\"https:\/\/web.stanford.edu\/dept\/SUL\/sites\/mac\/primary\/interviews\/raskin\/mouse.html\" target=\"_blank\" rel=\"noopener\">Iterable demo<\/a> today.<\/em><\/p>","post_title":"5 Reasons Drag and Drop Editors Are Magic for Marketers","post_excerpt":"Let\u2019s take a look at the top five reasons drag and drop editors are beneficial to marketers!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-drag-and-drop-editors-are-magic-for-marketers","to_ping":"","pinged":"","post_modified":"2022-09-21 07:09:55","post_modified_gmt":"2022-09-21 14:09:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104363","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Drag and Drop Editors\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-drag-and-drop-editors-are-magic-for-marketers\/"},{"ID":104340,"post_author":"79","post_date":"2022-09-19 11:06:58","post_date_gmt":"2022-09-19 18:06:58","post_content":"<p>SMS messaging\u2014we all know it, we all use it, we all love it. To clarify, Short Message Service (SMS) is the data service that powers our thumbs\u2019 favorite hobby: texting. While we know texting is massively popular (<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">65% of the world\u2019s population<\/a> sends and receives text messages), texting isn\u2019t just being used for communication between friends and family. Because SMS messaging creates an open line of communication with the recipient, brands are now jumping on the SMS bandwagon as well.<\/p>\r\n<p>Here\u2019s the thing though: brands have strict rules they need to follow when implementing SMS marketing. As consumers, we\u2019ve all experienced SPAM in some capacity or another. Whether it\u2019s an irrelevant email or a door-to-door salesman, no one likes receiving unsolicited messages. Same applies for texting. Therefore, brands need to follow strict SMS marketing compliance guidelines or they risk getting charged hefty fines or\u2014even worse\u2014losing customers.<\/p>\r\n<h3>4 Focus Areas of SMS Marketing Compliance<\/h3>\r\n<p>To make SMS marketing compliance even more complicated, there isn\u2019t just one item to check off to make sure your program is compliant\u2014there are many. Okay, maybe not many\u2026but at least four. That\u2019s still a lot of items to check off your compliance to-do list, so let\u2019s review the four buckets of SMS marketing compliance.<\/p>\r\n<h4>1. Get Explicit Opt-Ins<\/h4>\r\n<p>Like we said before, no one likes receiving unsolicited messages. When it comes to SMS marketing compliance, brands are required by law to ensure their customers have explicitly said they want to receive future marketing messages via SMS.<\/p>\r\n<p><a href=\"https:\/\/www.fcc.gov\/sites\/default\/files\/tcpa-rules.pdf\" target=\"_blank\" rel=\"noopener\">The Telephone Consumer Protection Act (TCPA)<\/a> states:<\/p>\r\n<p><em>\u201cIt shall be unlawful for any person within the United States, or any person outside the United States if the recipient is within the United States to use any telephone facsimile machine, computer, or other device to send, to a telephone facsimile machine, an unsolicited advertisement to a telephone facsimile machine.\u201d<\/em><\/p>\r\n<p>In this very long-winded, old-timey phrasing, the law continues by saying businesses can\u2019t send unsolicited texts to recipients in the US unless \u201cthe sender obtained the number of the telephone facsimile machine through the voluntary communication of such number, within the context of such established business relationship, from the recipient of the unsolicited advertisement.\u201d<\/p>\r\n<p>What\u2019s important to note is that brands <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">can\u2019t text customers<\/a> to get the initial opt-in\u2014the first SMS opt-in has to come before the brand sends their first text message or the first message has to be sent by the recipient to the brand.<\/p>\r\n<h4>2. Set Text-pectations<\/h4>\r\n<p>Customers need to know what they are getting themselves into. Once recipients have opted in, the second requirement for SMS marketing compliance is informing recipients of the program details. These voluntary principles, recommended by the <a href=\"https:\/\/www.ctia.org\/the-wireless-industry\/industry-commitments\/messaging-interoperability-sms-mms\" target=\"_blank\" rel=\"noopener\">Cellular Telecommunications Industry Association (CTIA)<\/a>, \u201care intended to reflect the wireless industry\u2019s efforts to preserve the trust in and utility of Wireless Providers\u2019 messaging services.\u201d<\/p>\r\n<p><a href=\"https:\/\/api.ctia.org\/wp-content\/uploads\/2019\/07\/190719-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf\" target=\"_blank\" rel=\"noopener\">The CTIA recommends<\/a> that businesses confirm recipients have opted in to receive promotional messaging. (This can be sent via text since the consumer has already opted in.) They suggest the confirmation message contains the following:<\/p>\r\n<ol>\r\n\t<li>The program name or product description<\/li>\r\n\t<li>Customer care contact information (e.g., a toll-free number, 10-digit telephone number, or HELP command instructions)<\/li>\r\n\t<li>How to opt-out<\/li>\r\n\t<li>A disclosure that the messages are recurring and the frequency of the messaging (if texts frequency is more than stated in the disclosure, it\u2019s a TCPA violation)<\/li>\r\n\t<li>Clear and conspicuous language about any associated fees or charges and how those charges will be billed.<\/li>\r\n<\/ol>\r\n<p>It may seem like a lot to get customers to opt-in and then confirm they want to receive the types of messages your brand plans to send, but setting expectations can not only build trust, but ensure customers aren\u2019t immediately opting out.<\/p>\r\n<h4>3. Respect Opt-Outs<\/h4>\r\n<p>Speaking of opting out, not only do brands need to provide an easy way for customers to opt out of SMS messages, but to truly follow SMS marketing compliance regulations, brands need to fully respect the opt-out and end communications via that channel once the opt-out has been initiated.<\/p>\r\n<p>Think about when you unsubscribe from a brand\u2019s marketing emails, they confirm you\u2019ve unsubscribed but then send you a follow-up email asking why you unsubscribed\u2026frustrating right? That\u2019s exactly what the CAN-SPAM Act is trying to prevent.<\/p>\r\n<p>According to the <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">CAN-SPAM Act<\/a>:<\/p>\r\n<p><em>\u201cAny opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient\u2019s opt-out request within 10 business days. You can\u2019t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request.\u201d<\/em><\/p>\r\n<p>While it\u2019s hard to see customers opt-out, they\u2019re doing so for a reason. If nothing else, treat opt-outs as a learning experience to see what your brand could improve on to retain customers in the future.<\/p>\r\n<h4>4. Pay Attention to Quiet Hours<\/h4>\r\n<p>Shhh! We\u2019re going to cover quiet hours so as you read this section, bring the voice in your head down to a whisper. Quiet hours are certain windows of time when businesses cannot send marketing messages to customers.<\/p>\r\n<p>The <a href=\"https:\/\/www.ftc.gov\/legal-library\/browse\/statutes\/telemarketing-consumer-fraud-abuse-prevention-act\" target=\"_blank\" rel=\"noopener\">TCPA<\/a> restricts businesses from sending marketing text messages before 8:00AM and after 9:00PM, in the recipient\u2019s local time zone. But some states have even stricter laws. New York, for example, <a href=\"https:\/\/www.jdsupra.com\/legalnews\/new-york-adds-text-messages-to-9272496\/\" target=\"_blank\" rel=\"noopener\">applied the same do not call (DNC) restrictions<\/a> they have for telemarketing phone calls to marketing text messages.<\/p>\r\n<p>While it may be tempting to be the first brand to send a promotional message during a holiday, it\u2019s best you don\u2019t run the risk of both breaking the law, racking up expensive fines (up to $1,500 per message, per recipient!) and losing customers\u2019 trust.<\/p>\r\n<h3>That\u2019s a Lot to Remember<\/h3>\r\n<p>There\u2019s a lot to keep track of to make sure you\u2019re following SMS marketing compliance regulations. On top of the four focus areas above, SMS messages from your brand should also include:<\/p>\r\n<ul>\r\n\t<li>Details of your privacy policy<\/li>\r\n\t<li>How to opt-out (a process that should be easy)<\/li>\r\n\t<li>How to get help<\/li>\r\n\t<li>Disclose possible carrier costs and fees<\/li>\r\n\t<li>A coupon or value proposition<\/li>\r\n\t<li>Mention your company name<\/li>\r\n<\/ul>\r\n<p>Luckily, you don\u2019t need to manually apply all of these guidelines. With the right marketing tools in place, you can easily ensure you\u2019re adhering to all of the regulations while still creating an individualized, cross-channel customer experience.<\/p>\r\n<p>With functionality like automated opt-in requests, triggered compliant messages, fast opt-out processing, and the ability to suspend SMS messages based on individual customers\u2019 time zones, modern marketing communication platforms do the heavy lifting for you. Take advantage of the technology that\u2019s out there\u2014your brand could be the <em>text<\/em> best thing.<\/p>\r\n<p><em>For more information on how Iterable\u2019s Smart Compliance functionality can benefit your SMS marketing program, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"4 Focus Areas of SMS Marketing Compliance","post_excerpt":"Brands need to follow strict SMS marketing compliance guidelines or they risk getting charged hefty fines or\u2014even worse\u2014losing customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-focus-areas-of-sms-marketing-compliance","to_ping":"","pinged":"","post_modified":"2022-09-19 11:06:58","post_modified_gmt":"2022-09-19 18:06:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104340","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"sms marketing compliance\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-focus-areas-of-sms-marketing-compliance\/"},{"ID":104308,"post_author":"79","post_date":"2022-09-15 14:53:57","post_date_gmt":"2022-09-15 21:53:57","post_content":"<p>Remember the days when people would sit down for dinner, say what they were grateful for, and then literally trample each other to get the best deals at their local big box store? Ah, Black Friday. Now that we\u2019re hopefully past the days of pushing and shoving to get the lowest price, customers are expecting brands to treat them as more than just a face in a stampeding crowd.<\/p>\r\n<p>A feral herd is the polar opposite of individualized marketing. If customers are banging down your door, you may know that they want to shop at your store and find the best deal, but do you really know what product they want to buy? Do you know why they want to buy that product? The entire experience is pretty vague.<\/p>\r\n<h3>Strategies for Individualizing Black Friday Promotions<\/h3>\r\n<p>Today, brands are equipped with data and tools that allow them to understand every customer, on an individual level. And, with that knowledge comes the ability to individualize marketing campaigns\u2013even during Black Friday. To prepare for the upcoming holiday season, let\u2019s take a look at how some brands have been individualizing Black Friday promotions.<\/p>\r\n<h4>Aligning Values With Social Causes<\/h4>\r\n<p>Brands can combine their values with their promotions and contribute to causes that align with their beliefs. In doing so, these brands are appealing to those individuals who want to shop with brands that make a difference\u2014we\u2019re looking at you, <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">Gen Z<\/a>.<\/p>\r\n<p>Last year, <a href=\"https:\/\/www.everlane.com\/\" target=\"_blank\" rel=\"noopener\">Everlane<\/a>, a clothing brand known for ethically-made apparel, partnered with the <a href=\"https:\/\/rodaleinstitute.org\/\" target=\"_blank\" rel=\"noopener\">Rodale Institute<\/a> for their Black Friday campaign. The Rodale Institute is a non-profit organization leading the way in organic agriculture. Proceeds from every Everlane order, starting November 24th, were donated to the Rodale institute until the $200k goal was reached.<\/p>\r\n\r\n[caption id=\"attachment_104309\" align=\"alignnone\" width=\"1436\"]<img class=\"size-full wp-image-104309\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-reallygoodemails-emails-this-wednesday-black-friday-fund-is-back-2022-09-13-09_44_09-edit.png\" alt=\"Everlane Individualizing Black Friday Promotions\" width=\"1436\" height=\"8558\" \/> <em>Everlane partnered with the Rodale Institute, a non-profit that aligns with Everlane\u2019s core values. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-wednesday-black-friday-fund-is-back\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Last year wasn\u2019t the only time Everlane partnered with a non-profit during Black Friday. Everlane actually has a \u201cBlack Friday Fund\u201d that has been active since 2014. They\u2019ve raised over $1M for non-profits that align with their brand\u2019s core values and beliefs. While it\u2019s not necessarily granular individualization, contributing to the greater good can speak to a specific segment of Everlane\u2019s audience.<\/p>\r\n<h4>Combining Dynamic Content and Discounts<\/h4>\r\n<p>With modern marketing tools, brands can track customer activity on their websites or mobile apps. Brands can then use that information to send <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">abandoned cart or abandoned browse emails<\/a>, featuring the product that was left behind. Because this data is at the user level, including specific product information in promotional emails creates a highly individualized customer experience.<\/p>\r\n<p>In 2019 <a href=\"https:\/\/www.columbia.com\/\" target=\"_blank\" rel=\"noopener\">Columbia<\/a>, the outerwear brand, did just that. They sent abandoned browse emails to their customers and combined it with their Black Friday promotion. Not only is the specific item still available, but it\u2019s now at a lower price.<\/p>\r\n\r\n[caption id=\"attachment_104315\" align=\"alignnone\" width=\"1352\"]<img class=\"size-full wp-image-104315\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-reallygoodemails-emails-price-drop-on-your-favorites-2022-09-13-10_14_40-edit.png\" alt=\"Columbia Used Dynamic Content \" width=\"1352\" height=\"2720\" \/> <em>Columbia used dynamic content combined with a Black Friday promotion to create hyper-individualized campaigns. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/price-drop-on-your-favorites\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>The best part about this campaign is that it was likely completely automated. The Black Friday banner was probably static across all emails sent during a certain timeframe, but the rest was dynamic. The browse information is stored at the user level and, when there is a price drop, the abandoned browse campaign is triggered to send, featuring that product. Because the price drop is a result of the Black Friday promotion, this campaign triggered at the right moment, featuring the Black Friday banner. Keep in mind this was done three years ago\u2014this level of individualization isn\u2019t new!<\/p>\r\n<h4>Meeting Customers Where They Are, Literally<\/h4>\r\n<p>Another tool brands can take advantage of to individualize their campaigns is <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-geofencing\/\" target=\"_blank\" rel=\"noopener\">geolocation<\/a>. Whether customers are on a mobile device or desktop, they provide a digital thumbprint (think: GPS or IP address) that shows brands where they\u2019re logging in from. Brands can use this information to send tailored content to customers (while being careful to not be creepy).<\/p>\r\n<p>In their 2019 Black Friday campaign, <a href=\"https:\/\/www.rei.com\/\" target=\"_blank\" rel=\"noopener\">REI<\/a>, the camping company, used geolocation perfectly. Famously, REI closes their doors on Black Friday to better align the holiday with their brand values\u2014they want customers to spend the day enjoying the great outdoors, rather than shopping indoors. To help get their customers ready for their outdoor adventures, REI used geolocation to show customers their local weather and local hiking trails.<\/p>\r\n\r\n[caption id=\"attachment_104321\" align=\"alignnone\" width=\"1434\"]<img class=\"size-full wp-image-104321\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-reallygoodemails-emails-switch-things-up-on-black-friday-and-optoutside-2022-09-13-10_32_42-edit.png\" alt=\"REI individualizing Black Friday promotions with geolocation\" width=\"1434\" height=\"5829\" \/> <em>REI used geolocation to show customers local weather and hiking trails to help them #optoutside. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/switch-things-up-on-black-friday-and-optoutside\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Providing the local weather and hiking trails creates a highly tailored experience for customers, but so does the overall campaign. People who shop at REI likely enjoy outdoor activities, and REI is well aware of that. By sending this email, REI demonstrated that they really know their customers and are thinking about what they need and want from each campaign they create.<\/p>\r\n<h3>It\u2019s No Longer About the Lowest Price<\/h3>\r\n<p>Finding the lowest price during Black Friday has become irrelevant. With price match and extended online shopping deals, every brand can offer a good discount. Customers are looking for the best experience, and that\u2019s not something every brand can offer.<\/p>\r\n<p>When we say customers are looking for the best experience, we\u2019re not saying that in general terms. We\u2019re saying that each individual customer is looking for the best experience for them. This means that your brand has to be able to create unique experiences that align with every individual customer\u2019s wants and needs.<\/p>\r\n<p>It\u2019s not impossible. The examples we just shared show how brands are connecting with customers on an individual level without a huge manual lift. With the right marketing communication platform, your brand can start individualizing Black Friday promotions and provide the elevated experiences your customers are looking for.<\/p>\r\n<p><em>Black Friday is around the corner. To learn how Iterable can help your brand automate and individualize your Black Friday campaigns, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Individualizing Black Friday Promotions","post_excerpt":"To prepare for the upcoming holiday season, let\u2019s take a look at how some brands have been individualizing Black Friday promotions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"individualizing-black-friday-promotions","to_ping":"","pinged":"","post_modified":"2022-09-15 14:53:57","post_modified_gmt":"2022-09-15 21:53:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104308","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/individualizing-black-friday-promotions\/"},{"ID":104274,"post_author":"79","post_date":"2022-09-12 09:46:43","post_date_gmt":"2022-09-12 16:46:43","post_content":"<p>Last week we blew the proverbial conch shell and called all marketers\u2014from near and far\u2014to gather at Activate Summit North America in San Francisco. Established on our Dreamers, Builders, and Makers foundation, Activate featured three tracks geared towards strategy, execution, and professional development.<\/p>\r\n<p>In addition to the three tracks, there were keynotes, roundtables, and networking opportunities galore!\u00a0<\/p>\r\n<p>If you weren\u2019t able to attend, we\u2019ve got you covered. While we can\u2019t give you a play-by-play of everything that happened, we\u2019re going to recap some of the sessions and events to give you a sample of the takeaways shared at Activate. (But be sure to register for the next Activate so you don\u2019t miss out!)<\/p>\r\n<h3>The Keynotes<\/h3>\r\n<p>We had three keynote sessions at Activate Summit: the Morning Keynote, with appearances from Iterable\u2019s CEO, CMO, and COO, the Product Keynote and Showcase, lead by Iterable\u2019s Senior VP of Product Management, Bela Stepanova, and the Celebrity Keynote delivered by the one-and-only Nicole Byer. Let\u2019s look at the key points.<\/p>\r\n<h4>The Morning Keynote<\/h4>\r\n<p>We started much in the same way Iterable began: by focusing on the people. Iterable co-founder and CEO Andrew Boni kicked us off by highlighting the amazing work of marketers in our community\u2014and in the room at Activate! He announced our slate of <a href=\"https:\/\/iterable.com\/blog\/here-are-the-winners-of-the-2022-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">2022 Expie Award Winners<\/a> and showed examples of how everyone can make a difference in their customers\u2019 lives.\u00a0<\/p>\r\n<p>Following Andrew, Iterable\u2019s CMO Adriana Gil Miner spoke about how the way we market has changed, but the goal is still the same: bring joy to our customers. She addressed the \u201cforever problems\u201d that marketers face and how to fix them.<\/p>\r\n<p>And to close out, Iterable\u2019s COO Jeff Samuels was joined by two Iterable customers\u2014Merryfield, PBC and A+E Networks\u2014to talk through how to make it all happen in practice.<\/p>\r\n<h4>The Product Keynote and Showcase<\/h4>\r\n<p>Featuring Bela and members of Iterable\u2019s Solutions Consulting and Product Management teams, the Product Keynote was an absolute delight. Here, we unveiled a variety of new features and demonstrated live on stage how they impact your business in meaningful ways. From our <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">AI Optimization Suite<\/a> to features improving efficiency, the showcase highlighted the future of marketing.<\/p>\r\n<h4>The Celebrity Keynote: Bringing Joy Through Laughter<\/h4>\r\n<p>We began the final day of Activate the way any good day should begin: with lots of laughs. Comedian, television host, and podcaster Nicole Byer took the stage with Iterable\u2019s VP of DEI Markita Jack to chat about her career, the importance of joy in our lives, connecting with an audience, and generally to just have a ton of fun!<\/p>\r\n<h3>A Few Sessions<\/h3>\r\n<p>With strategy, execution, and professional development tracks available to all attendees, the sessions provided a wide array of thought leadership, tactical takeaways, and advice on how to build soft skills. We\u2019ve highlighted a few sessions below.<\/p>\r\n<h4>Studio and Segmentation: Building Complex, Reusable Audiences for Dynamic Content<\/h4>\r\n<p>Sr. Manager of Digital Communications at Cinemark, Anna Bayacal, took to the stage to share how complex segmentation needs and multiple focal areas posed challenges for her team. By using Iterable to build lists and create automated journeys, Anna\u2019s team was able to improve efficiency and save over five hours a week.<\/p>\r\n<h4>Connect and Collect: Propelling Customer Journeys With the Power of Automation<\/h4>\r\n<p>StreetEasy\u2019s Sr. Marketing Operations Specialist, Nate Casimiro, walked through five different scenarios in which Iterable helps to increase efficiency: gated content and applications, confirmations and alerts, listing cards and recommendations, announcements and reports, and blog updates and rollups. With features like Data Feeds, Catalog, and Snippets, Nate\u2019s team was able to automate previously challenging processes.<\/p>\r\n<h4>Get in the Game: Level Up Your Player Experiences With Personalized Customer Journeys<\/h4>\r\n<p>Rachel Kamel, Director of Growth at NCSoft, highlighted her team\u2019s quest: creating more fun for users. To get players into the game faster, the NCSoft team developed a welcome journey consisting of five emails, each sent at specific times with specific goals. As a result, the NCSoft team saw a 48% increase in incremental sales.<\/p>\r\n<h3>A Couple Roundtables<\/h3>\r\n<h4>Intersectionality Roundtable<\/h4>\r\n<p>Folks gathered at the Intersectionality roundtable to share their own unique experiences of discrimination and oppression, and discuss how businesses can acknowledge all sides of marginalization in company culture and marketing. Some discussion questions include \u201cDoes the makeup of our team actively represent a diverse set of identities and experiences?\u201d and \u201cHow can you evolve your language or messaging to reflect the experiences of people of a singular identity?\u201d<\/p>\r\n<h4>Insurance &amp; FinTech Roundtable<\/h4>\r\n<p>In an industry-centric roundtable, members of the Insurance and FinTech industries got together to chat about the personal aspects of marketing. After all, marketers in the FinTech and Insurance industries have to ensure customer communication is handled with a level of sensitivity to build\u2014and maintain\u2014customer trust. Discussion questions included \u201cWhat unique approach does your business take to communicating about finances with your customers?\u201d and \u201cHow do you project sentiment will shift in the next year?\u201d<\/p>\r\n<h3>Networking Nights<\/h3>\r\n<p>In addition to the breakout sessions and roundtable discussions, attendees had the opportunity to chat at the Iterable-hosted happy hour and then gathered at <a href=\"https:\/\/www.cityviewmetreon.com\/\" target=\"_blank\" rel=\"noopener\">City View at Metreon<\/a> for a bumpin\u2019 after party. Drinks, snacks, and marketing tips were shared as the crowd looked out over the glowing San Francisco skyline.\u00a0\u00a0<\/p>\r\n<h3>Get Ready to Do It All Again<\/h3>\r\n<p>We may have just finished Activate \u201822, but Activate \u201823 is already around the corner. While we were able to share a few takeaways from this year, there will be even more actionable insights to gain next year. <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Join us again<\/a> April 17-19, to get the full scoop.\u00a0\u00a0\u00a0<\/p>","post_title":"Takeaways from Activate Summit North America\u00a0","post_excerpt":"We\u2019re going to recap some of the sessions and events to give you a sample of the takeaways shared at Activate.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"takeaways-from-activate-summit-north-america","to_ping":"","pinged":"","post_modified":"2022-09-12 09:46:43","post_modified_gmt":"2022-09-12 16:46:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104274","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Takeaways\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/takeaways-from-activate-summit-north-america\/"},{"ID":104015,"post_author":"79","post_date":"2022-09-08 08:29:57","post_date_gmt":"2022-09-08 15:29:57","post_content":"<p>When we announced the <a href=\"https:\/\/iterable.com\/blog\/announcing-the-2022-iterable-expie-awards-finalists\/\" target=\"_blank\" rel=\"noopener\">finalists<\/a> of this year\u2019s Expie Awards, we likened marketers to the fuel behind the fire. Sales teams bring the heat, but marketers are the energy sources, supplying sales with everything they need to close deals.\u00a0<\/p>\r\n<p>At Activate today, we revealed the winners of the 2022 Expie Awards and, without a doubt, these winners are the powerhouses behind the scenes. They think innovatively, bring new ideas to the forefront, and iterate on those ideas until they deliver results.\u00a0<\/p>\r\n<p>Without further ado, the 2022 Iterable Expie Award Winners.<\/p>\r\n<h3>Expie Award Winners by Category<\/h3>\r\n<h4>Marketing Dream Team of the Year, Enterprise: Cinemark<\/h4>\r\n<p>Headquartered in Plano, TX, <a href=\"https:\/\/www.cinemark.com\/\">Cinemark<\/a> is a leader in the motion picture exhibition industry with 521 theatres and 5,849 screens in the U.S. and Latin America. The marketing team at Cinemark was recognized as Marketing Dream Team of the Year, Enterprise by the Expie Awards for their work delivering engaging experiences for their customers on and off the screen.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104174\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/TOY-ENT-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2235\" \/><\/p>\r\n<p>\u201cOur customers come to Cinemark to make big-screen memories, and we work hard to ensure that their entire customer journey is frictionless\u2014from ticket purchase to the end credits,\u201d\u00a0 said Wanda Gierhart Fearing, Cinemark Chief Marketing and Content Officer. \u201cPartnering with Iterable for our customer communication makes it easy to deliver valuable, relevant messages that are catered to the needs and preferences of each moviegoer. This attention to detail in our communication helps us build trust and loyalty with our audience, driving our business forward.\u201d<\/p>\r\n<h4>Marketing Dream Team of the Year, SMB: WeTransfer<\/h4>\r\n<p>Founded in 2009 as the simplest way to send big files around the world, <a href=\"https:\/\/wetransfer.com\/\">WeTransfer<\/a> has since grown into an ecosystem of creative productivity tools. The company\u2019s suite of tools is specifically designed for creative professionals, enabling collaboration, co-creation, and client management across their workflow process. WeTransfer is a certified B Corporation\u2122 and donates 30% of its advertising real estate to artists and social causes. The WeTransfer team was awarded the Expie Award in the Marketing Dream Team of the Year, SMB category for their commitment to developing compelling and creative customer-first communications.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104180\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/TOY-SMB-Blog-Photo-1.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cCreativity is at the heart of everything we do at WeTransfer. We believe that, while not every idea will change the world, every world-changing idea has to start somewhere,\u201d shared Darren Kunar, Director of Email at WeTransfer. \u201cWe support the creative process by taking care of our customers, and Iterable has been an instrumental partner in our customer-first communications.\u201d\u00a0<\/p>\r\n<p>\u201cOur team is now able to deliver real-time lifecycle communication, and cater to the unique needs and preferences of our customers, enriching their relationship with WeTransfer. With Iterable, our team can spend less time managing customer data and communications, and more time doing what they do best: designing compelling and creative customer experiences.\u201d<\/p>\r\n<h4>Most Inspiring Switch to Iterable: Secret Escapes<\/h4>\r\n<p><a href=\"https:\/\/www.secretescapes.com\/\">Secret Escapes<\/a> is a members-only travel company selling discounted luxury hotel stays and trips through its website and mobile app. The luxury travel company thinks booking a holiday should be an exciting, enjoyable, and stress-free experience, which is why their team of travel experts hand-pick the best hotels and holidays and curate exclusive offers available only to our members. Secret Escapes has been awarded the Expie Award in the category of Most Inspiring Switch to Iterable for the immediate and meaningful impact the switch to Iterable has had on their business.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104186\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Switch-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2235\" \/><\/p>\r\n<p>\u201cAs a brand in the travel and hospitality industry, we\u2019re inundated with an extensive amount of first- and zero-party customer data, like location, language, and holiday preferences, which can help us design personalized experiences and create valuable communications for our customers.\u201d\u00a0<\/p>\r\n<p>\u201cDespite all of this information, we were missing two crucial components of our customers\u2019 profile\u2014impressions and real-time search results\u2014that would help our team optimize the customer experience. When we made the switch to Iterable, we not only solved these pain points, but accelerated our search results delivery and augmented our impressions data, which is now more scalable, powerful, and accurate than ever! Importantly, the switch has empowered our team with the tools and time they need to send hyper-personalized messaging and build the 1-to-1 experiences with our customers that they deserve.\u201d<\/p>\r\n<h4>Most Valuable Marketer: Matthew Jung, Clair<\/h4>\r\n<p>Matt Jung is a Product Marketing Manager, Lifecycle at <a href=\"https:\/\/getclair.com\/\">Clair<\/a>\u2014a New York-based mission-driven digital banking app rewiring the way America\u2019s workforce gets paid\u2014in a manner that is instant, on-demand, and in their control. Matt was awarded the Expie Award for Most Valuable Marketer for his dedication and leadership. In his time at Clair, Matt has transformed the lifecycle marketing team; he has had a direct impact on his team\u2019s efficiency, quality of work, and Clair\u2019s growth.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104192\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/MVM-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cIn just six short months, Matt has collaborated across every business unit to support our company growth goals. Thanks to his technical skills, cross-collaboration, and passion for all things Clair, we now work together more efficiently and cohesively,\u201d shared Kira Walter, Director of Marketing at Clair. \u201cLeveraging Iterable to help launch new products and build personalized experiences, Matt has helped our team deliver joyful experiences to customers that keep them coming back. Since he joined, our user base has multiplied tenfold! We have a bright future ahead with Matt at the helm of our lifecycle marketing.\u201d<\/p>\r\n<h4>Marketing Moment of the Year: Jersey Mike\u2019s<\/h4>\r\n<p><a href=\"https:\/\/www.jerseymikes.com\/\">Jersey Mike\u2019s Subs<\/a>, a fast-casual sub sandwich franchise with more than 2,200 locations nationwide, believes that making a sub sandwich and making a difference can be one and the same.\u00a0 Jersey Mike\u2019s offers a Sub Above, serving authentic fresh sliced\/fresh grilled subs on freshly baked bread\u2014the same recipe it started with in 1956.\u201cGiving\u2026making a difference in someone\u2019s life\u201d has always been a guiding principle at Jersey Mike\u2019s. A great example is Jersey Mike\u2019s annual \u201cMonth of Giving\u201d fundraising campaign, which has raised more than $67 million for hundreds of charities since 2011.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104198\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/MMOY-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>Generating \u201cbuzz\u201d around its giving campaign, and sustaining interest, requires in-the-moment messaging\u2014email, push notifications to the mobile app, and SMS\u2014and a personalized touch. To do just that, Jersey Mike\u2019s partnered with Iterable to build specific, personalized, and localized campaigns to drive interest and engagement.\u00a0<\/p>\r\n<p>The results of this year\u2019s fundraising campaign demonstrates the value of effective messaging:\u00a0 Jersey Mike's franchisees, team members, and its customers raised a record-breaking $20 million for the 2022 Special Olympics USA Games!<\/p>\r\n<h4>Best in Data Activation: Evernote<\/h4>\r\n<p><a href=\"https:\/\/evernote.com\/\">Evernote<\/a>, an independent, privately-held global organization headquartered in Redwood City, California, was founded to address a growing problem that technology helped to create: how to succeed in a world where the volume and velocity of information are constantly increasing. The company launched the digital personal productivity movement, and has been growing ever since; today, more than 225 million people around the world have discovered Evernote. The Evernote team was awarded the Expie Award for Best in Data Activation for their work leveraging Iterable to collect, organize, and activate their data and deliver joyful and valuable experiences for their users.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104204\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Data-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cIterable's platform, integrations, and fantastic customer support team have allowed us to deliver messages to our customers that contain the valuable information they need, exactly when they need it,\u201d shared Sterling Bailey, Sr. Director of Marketing Infrastructure at Evernote. \u201cWhat's more, Iterable has allowed us to build a more meaningful relationship with our customers, making them feel a connection to Evernote\u2014as more of a partner in their organizational process, rather than just another tool.\u201d<\/p>\r\n<h4>Most Harmonized Customer Experience: Georgia Aquarium<\/h4>\r\n<p><a href=\"https:\/\/www.georgiaaquarium.org\/\">Georgia Aquarium<\/a> is a public aquarium and non-profit committed to inspiring awareness and preservation of our ocean and aquatic animals worldwide. By combining field research with the study of on-site animals in a controlled environment, the Aquarium is contributing to the advancement of human knowledge in the area of animal science. Georgia Aquarium has been recognized by the Expie Awards in the category Most Harmonized Customer Experience for their work designing engaging experiences that will develop long-term relationships with their visitors.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104210\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/CX-Blog-Photo-1.png\" alt=\"\" width=\"4268\" height=\"2235\" \/><\/p>\r\n<p>\u201cOver 2.2 million visitors each year come to Georgia Aquarium to get inspired, educated, and immersed in our award-winning natural and artificial habitats. But while the experience at our Aquarium is filled with delight and wonder, the experience with our email and app was filled with friction and frustration,\u201d shared Josh Cherfoli, Senior Director of Marketing and Digital Engagement at Georgia Aquarium.\u00a0<\/p>\r\n<p>\u201cWe were missing an opportunity to truly connect with our guests and build relationships beyond ticket transactions and delivery. Leveraging Iterable, we tackled priority issues (delayed ticket delivery, inconsistent messaging, email design) and built a broader strategy for streamlined customer communications. Our investment in customer connection and harmonized experiences yielded a 238% increase in revenue. Importantly, this experience has given our team much-needed confidence in having a creative and flexible solution for future campaigns.\u201d<\/p>\r\n<h4>Agency Partner of the Year: Shaw\/Scott<\/h4>\r\n<p><a href=\"https:\/\/www.shawscott.com\/\">Shaw\/Scott<\/a> a boutique agency and consultancy that empowers B2C brands to elevate their retention and loyalty. They are owned-channel experts, providing clients with a full suite of services in email and digital marketing, from creative and strategy to development, analytics, and tech stack implementation. They\u2019re a women\/LGBT founded company designed for the modern world where diversity, flexibility, partnership, and innovation thrive. Shaw\/Scott are recognized by the Expies as Agency Partner of the Year for success in collaborating with Iterable to provide clients top-notch customer engagement capabilities.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104217\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Agency-POY-v1-1-1.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cWe\u2019ve worked closely with Iterable for many years to support our joint clients with the technical and professional support they need to evolve and execute improved retention and growth marketing strategies,\u201d said Melissa Shaw, CEO of Shaw\/Scott.\u00a0<\/p>\r\n<p>\u201cTogether, we\u2019re unstoppable; our partnership drives incredible value for clients who are looking for a partner to help them create, implement, and deploy top-notch customer communications. Bringing highly impactful strategies and flawless execution to our clients, Iterable has been a critical partner in increasing our retention rate. We\u2019re a dream team with a track record of success and extraordinary potential moving forward.\u201d<\/p>\r\n<h4>Technology Partner of the Year: mParticle<\/h4>\r\n<p><a href=\"https:\/\/www.mparticle.com\/\">mParticle<\/a> makes it easy to holistically manage customer data along the entire product and customer lifecycle. The mParticle team was awarded the Expie Award for Technology Partner of the Year for their work delivering joint customer value with Iterable.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104223\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/TechPOY-Blog-Photo.png\" alt=\"\" width=\"4268\" height=\"2234\" \/><\/p>\r\n<p>\u201cOver the last year, we\u2019ve had the opportunity to collaborate closely with Iterable on events, content, customer dinners, and more. The opportunity to get \u201cin front\u201d of Iterable customers has had a positive impact on the business and helped to drive revenue for mParticle,\u201d shared Michael Katz, CEO of mParticle.\u00a0<\/p>\r\n<p>\u201cSuffice it to say, the referral street goes both ways, and we\u2019ve been able to refer some incredible customers to Iterable as well. Importantly, by working together, we can provide joint customers the ability to harness the full power of their customer data to create incredible customer experiences.\u201d<\/p>\r\n<h3>Until Next Year<\/h3>\r\n<p>That\u2019s a wrap on the 2022 Iterable Expie Awards! Congratulations to our winners and our <a href=\"https:\/\/iterable.com\/blog\/announcing-the-2022-iterable-expie-awards-finalists\/\" target=\"_blank\" rel=\"noopener\">finalists!<\/a>\u00a0If you think your team has what it takes to win an Expie next year, keep your eyes peeled for the chance to nominate your peers.\u00a0<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Here are the Winners of the 2022 Iterable Expie Awards","post_excerpt":"At Activate, we revealed the winners of the 2022 Expie Awards and, without a doubt, these winners are the powerhouses behind the scenes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"here-are-the-winners-of-the-2022-iterable-expie-awards","to_ping":"","pinged":"","post_modified":"2022-09-08 14:10:29","post_modified_gmt":"2022-09-08 21:10:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104015","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"September 08, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":13,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/here-are-the-winners-of-the-2022-iterable-expie-awards\/"},{"ID":104103,"post_author":"79","post_date":"2022-09-07 11:11:50","post_date_gmt":"2022-09-07 18:11:50","post_content":"<p>We know personalized marketing works. In fact, customers not only want brands to personalize their experiences, they expect it from all brands. According to <a href=\"https:\/\/www.mckinsey.com\/business-functions\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>, \u201cSeventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn\u2019t happen.\u201d<\/p>\r\n<p>But why? Why is personalization the tipping point when it comes to brand satisfaction? Well, as it turns out, there are scientific, psychological reasons that support personalizing your brand\u2019s customer experience.<\/p>\r\n<h3>What is Personalized Marketing?<\/h3>\r\n<p>Before we explore the psychology of personalized marketing, let\u2019s do a quick refresh on personalized marketing. \u201cPersonalized marketing is <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/full\/10.1002\/mar.21670\" target=\"_blank\" rel=\"noopener\">defined<\/a> as designing and delivering tailor-made products and services to individual customers. In other words, personalized marketing involves differentiated offerings for individual customers, and thus, it has often been described as one-to-one marketing and customerization.\u201d<\/p>\r\n<p>There are <a href=\"https:\/\/iterable.com\/blog\/3-keys-to-unlocking-personalization\/\" target=\"_blank\" rel=\"noopener\">three keys<\/a> to unlocking personalization: the right person, the right message, and the right marketing channel.<\/p>\r\n<h4>The Right Person<\/h4>\r\n<p>Through historical data and collecting new <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>, your brand has the ability to identify customers on an individual level. For example, you can tell if a customer made a purchase, when they made a purchase, and if they left a review. Each customer is unique and how they prefer to be communicated with is unique as well.<\/p>\r\n<h4>The Right Message<\/h4>\r\n<p>That brings us to the right message. Now that you have your customer data and understand how they interact with your brand, it\u2019s time to think about what marketing messages they may find helpful. If they just purchased an item, maybe you send a followup email with instructions on how to use the product. But, you have to consider how you send the message as well.<\/p>\r\n<h4>The Right Channel<\/h4>\r\n<p>Determining which marketing channels to use is a crucial part of a personalized customer experience. You know who you\u2019re trying to reach and what you want to say, but where you send the message could make or break your campaign. If your customer has never opened an email from you, don\u2019t waste your time sending yet another email\u2014try a push notification or an SMS message. See what works for that individual and stick to it.<\/p>\r\n<p>Now that we\u2019ve done a quick refresh on what personalization is, let\u2019s get into why it works.<\/p>\r\n<h3>Psychology of Personalized Marketing<\/h3>\r\n<p>As a consumer, we know when a brand gets personalization right. There\u2019s an unmistakable warm, fuzzy feeling that comes over us when we get a message that was seemingly written just for us\u2014but why? It may, on the surface, seem obvious, but we\u2019re curious why people are drawn to more personalized content.<\/p>\r\n<h4>The Cocktail Party Effect<\/h4>\r\n<p>Close your eyes. Okay wait, no. Can\u2019t read an article with your eyes closed. Just imagine you\u2019re at a cocktail party. There are small groups of people scattered around, each having their own conversations. Somehow, you manage to hear one group\u2019s conversation and make your way over.<\/p>\r\n<p>The <a href=\"https:\/\/en.wikipedia.org\/wiki\/Cocktail_party_effect\" target=\"_blank\" rel=\"noopener\">Cocktail Party Effect<\/a> is \u201cthe phenomenon of the brain's ability to focus one's auditory attention on a particular stimulus while filtering out a range of other stimuli, such as when a partygoer can focus on a single conversation in a noisy room.\u201d Essentially, our brains have the ability to determine what is relevant to us and what isn\u2019t, and can swing our attention towards what\u2019s relevant.<\/p>\r\n<p>To tie this to personalized marketing, an <a href=\"https:\/\/medium.com\/choice-hacking\/the-psychology-of-personalized-marketing-and-why-its-like-catnip-for-customers-26550c258a3c\" target=\"_blank\" rel=\"noopener\">article<\/a> by Behavior Change Strategist, Jennifer Clinehens, cites a study in the <a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC4469089\/\" target=\"_blank\" rel=\"noopener\">National Library of Medicine<\/a>. This study says that when determining relevance in a conversation, hearing one\u2019s own name can quickly pull focus.<\/p>\r\n<p>So, if you send a marketing email and your message lands in an inbox full of other marketing messages from various brands, simply adding the customer\u2019s name in the subject line can capture the customer\u2019s attention better than those without it.<\/p>\r\n<h4>The Dopamine Effect<\/h4>\r\n<p>Dopamine is a neurotransmitter that the brain releases as a result of experiencing something pleasurable. Like <a href=\"https:\/\/techcrunch.com\/2022\/02\/03\/11-ways-to-make-personalized-shopping-more-effective-and-profitable\/\" target=\"_blank\" rel=\"noopener\">TechCrunch<\/a> says, \u201cWhen we do these things, we get a chemical reward that connects the activity with a positive feeling.\u201d<\/p>\r\n<p>By creating unique, individualized experiences, brands can trigger a dopamine release for customers. Personalization often creates efficiency, so the experience with personalization is seen as more rewarding than those experiences without.<\/p>\r\n<p><a href=\"https:\/\/techcrunch.com\/2022\/02\/03\/11-ways-to-make-personalized-shopping-more-effective-and-profitable\/\" target=\"_blank\" rel=\"noopener\">TechCrunch<\/a> uses the examples of Walmart, Spotify, Netflix, and Amazon. \u201cYou can create a unique account, answer quick and easy questions about your tastes, and immediately get exciting recommendations. They continue to refine your profile by learning your browsing habits and matching you to new things that pique your interest. You might not like every pick, but you get that jolt of excitement that comes with something new and interesting to you.\u201d<\/p>\r\n<p>By creating a customized, real-time, personalized customer experience, brands can harness the power of dopamine to create a reward cycle\u2014keeping your customers engaged.<\/p>\r\n<h3>Personalization is Hard\u2026Psych!<\/h3>\r\n<p>It\u2019s really not. With the right marketing tools your team should be able to easily collect and consolidate customer data, which can then be used to create individualized campaigns.<\/p>\r\n<p>We should clarify, when we say \u201cpersonalization\u201d we don\u2019t just mean personalized by large segments. Yes, segmenting by a general commonality\u2014say, for example, location\u2014is a good initial first step, but it\u2019s too broad. Just because you live in the same area as someone, doesn\u2019t mean you want the exact same experience when shopping. When we say \u201cpersonalization\u201d we really mean <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>.<\/p>\r\n<p>Still not hard, however. By constantly collecting user data and implementing <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">AI<\/a> to better understand customer sentiment, you can individualize your campaigns, capture customers\u2019 attention, and deliver a dose of dopamine.<\/p>\r\n<p><em>To learn more about Iterable and how it can help you individualize your marketing campaigns, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"The Psychology of Personalized Marketing","post_excerpt":"Why is personalization the tipping point when it comes to brand satisfaction? This article explores the psychology of personalized marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-psychology-of-personalized-marketing","to_ping":"","pinged":"","post_modified":"2022-09-07 11:11:50","post_modified_gmt":"2022-09-07 18:11:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104103","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-psychology-of-personalized-marketing\/"},{"ID":104102,"post_author":"87","post_date":"2022-09-06 10:03:13","post_date_gmt":"2022-09-06 17:03:13","post_content":"<p><img class=\"size-medium wp-image-104127\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Lockup_Logos-300x74.png\" alt=\"Presented by Iterable &amp; Telnyx\" width=\"300\" height=\"74\" \/><\/p>\r\n<p>SMS enables near real-time connection and engagement at scale, making it a truly invaluable medium for brands to deliver joyful and harmonized customer experiences across the lifecycle. But it\u2019s also a channel with a lot of nuance, intricacies, and backend workflow components<\/p>\r\n<p>In this guide, we\u2019ll demystify the challenges around SMS and we\u2019ll provide step-by-step guidance for building an SMS program catered to your organization\u2019s\u2014and your customers\u2019\u2014specific needs.<\/p>\r\n<p>You\u2019ll come away with:<\/p>\r\n<ul>\r\n\t<li>Best practices for launching, managing, and optimizing SMS for your specific marketing and transactional use cases<\/li>\r\n\t<li>Tactical guidance around number registration, deliverability and compliance, building \u2014 and testing against \u2014 KPIs, and troubleshooting<\/li>\r\n\t<li>Deep perspective and recommendations on how to incorporate SMS into your cross-channel strategy<\/li>\r\n<\/ul>","post_title":"The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-savvy-marketers-guide-to-building-a-stellar-sms-strategy","to_ping":"","pinged":"","post_modified":"2022-09-06 13:43:51","post_modified_gmt":"2022-09-06 20:43:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=104102","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 06, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/"},{"ID":104027,"post_author":"79","post_date":"2022-09-01 06:12:59","post_date_gmt":"2022-09-01 13:12:59","post_content":"<p>From TikToks to Crocs, Gen Z has become an easily identifiable generation. With a multitude of generation-specific characteristics, it\u2019s easy to spot a \u201cZoomer\u201d a mile away. Gen Z isn\u2019t the only generation with recognizable preferences, however\u2014especially when it comes to SMS preferences.<\/p>\r\n<p>Each generation uses SMS differently, and has different expectations when interacting with brands. It\u2019s important for marketers to understand these differences to be able to better tailor their customer experiences to each individual user\u2014no matter which generation they belong to.<\/p>\r\n<p>In this fourth installation of the <a href=\"https:\/\/iterable.com\/blog\/tag\/sms-marketing-series\/\" target=\"_blank\" rel=\"noopener\">SMS marketing series<\/a>, we\u2019re going to explore each generation and how they prefer brands to use SMS marketing.<\/p>\r\n<h3>A Quick Generational Overview<\/h3>\r\n<p>Before we get into SMS, specifically, let\u2019s take a quick look at each generation to re-familiarize ourselves with some <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">overarching trends and themes<\/a>.<\/p>\r\n<h4>Baby Boomers<\/h4>\r\n<p>We\u2019ve referred to Baby Boomers (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">born 1946-1964<\/a>) as the \u201ccustomer service generation.\u201d Baby Boomers are all about loyalty. They have their favorite brands and they stand by them. If they are going to switch brands, they need <a href=\"https:\/\/www.bigcommerce.com\/blog\/baby-boomer-marketing\/#10-tips-when-marketing-to-boomers\" target=\"_blank\" rel=\"noopener\">all of the information up front<\/a>, to be able to make an informed decision.<\/p>\r\n<h4>Gen X<\/h4>\r\n<p>In contrast to Baby Boomers, Gen X (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">born 1965-1980<\/a>), is all about the best deal. Because Gen X is focused on saving, they\u2019re always on the hunt for a discount. Like <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">Wordstream<\/a> says \u201cGen Xers are saving up for college, home ownership, starting a business, and retirement\u2014which leads me to\u2026COUPONS.\u201c This doesn\u2019t just mean physical coupons, either.<\/p>\r\n<h4>Millennials<\/h4>\r\n<p>Ah, millennials\u2014<a href=\"https:\/\/www.vogue.com.au\/beauty\/wellbeing\/why-millennials-are-the-most-anxious-generation-in-history\/news-story\/755e7b197bdb20c42b1c11d7f48525cd\" target=\"_blank\" rel=\"noopener\">the most anxious generation<\/a>. <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">Born 1981-1996<\/a>, Millennials are known as the \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">review generation<\/a>\u201d and rely heavily on peer-to-peer marketing. They highly value the reviews left by like-minded shoppers, friends, and families and trust online reviews as much as personal recommendations. As <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">Wordstream<\/a> says \u201cA great way to market to this generation indirectly is to make sure your online reviews and customer experiences are up to par!\u201d<\/p>\r\n<h4>Gen Z<\/h4>\r\n<p>Last, but not least, is Gen Z (<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">born 1997- 2012<\/a>). Gen Z is looking for brands that tell it like it is. They are swayed by brands that live their values and support the greater good while doing so. According to <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\">Marketing Dive<\/a>, \u201cGen Zers prefer brands that are authentic, with 82% saying they trust a company more if it uses images of real customers in its advertising, while 72% said they\u2019re more likely to buy from a company that contributes to social causes.\u201c<\/p>\r\n<p>Now that we\u2019ve reviewed these broader generation trends, let\u2019s take a closer look at each generation\u2019s SMS preferences.<\/p>\r\n<h3>SMS Preferences of Each Generation<\/h3>\r\n<p>With a better understanding of some overarching generational trends, we can start to dig a little deeper to focus on just SMS marketing. There\u2019s no question as to whether or not you should add SMS to your marketing mix\u2014we\u2019ve already established SMS as a <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-iii-optimizing-sms-roi\/\" target=\"_blank\" rel=\"noopener\">highly valuable marketing channel<\/a>. But how each generation prefers to receive SMS marketing messages can vastly impact your overall strategy.<\/p>\r\n<h4>Keep It Simple for Baby Boomers<\/h4>\r\n<p>Baby Boomers want all of the information they can get before they make a purchase. They need to be equipped with knowledge before they can click \u201cbuy.\u201d So, when sending SMS marketing messages to Boomers, consider a more helpful, informative approach.<\/p>\r\n\r\n[caption id=\"attachment_104028\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-104028 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/File-57.jpg\" alt=\"SMS preferences for Baby Boomers\" width=\"1125\" height=\"826\" \/> <em>Food delivery app, <a href=\"https:\/\/www.grubhub.com\/\" target=\"_blank\" rel=\"noopener\">Grubhub<\/a>, keeps things simple by sending a purely informational text regarding a delivery.<\/em>[\/caption]\r\n\r\n<p>For example, maybe instead of sending promotional offers with links that open apps or new windows, use SMS for transactional messages. If a Boomer places an order with your brand, maybe you send a purchase confirmation via SMS. Keep the content of the message purely informational and simple, but provide the key purchase updates they may be looking for.<\/p>\r\n<h4>Send Coupon Codes to Gen X<\/h4>\r\n<p>Gen X is always looking for a deal. While email marketing may still be a favorite for Gen X, SMS can be a highly effective channel as well. For one, coupon codes can be easily distributed via text. We\u2019re seeing an uptick in coupon codes being rewarded for opting-in to SMS marketing messages\u2014a perfect way to connect with a Gen X audience.<\/p>\r\n\r\n[caption id=\"attachment_104034\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-104034\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/File-56.jpg\" alt=\"SMS Preferences for Gen X\" width=\"1125\" height=\"709\" \/> <em>Clothing brand, <a href=\"https:\/\/www.goodamerican.com\/\" target=\"_blank\" rel=\"noopener\">Good American<\/a>, sends coupon codes via SMS plus a link to easily guide subscribers to their website.<\/em>[\/caption]\r\n\r\n<p>With mobile marketing, there\u2019s also the ability to use location-based messaging to make the offers even more appealing. So if a Gen X customer is physically near your brand\u2019s brick-and-mortar location, you could send a text with a coupon, enticing them to make a purchase in the moment.<\/p>\r\n<h4>Start Conversations With Millennials<\/h4>\r\n<p>The digital divide lies between Gen X and Millennials. Millennials grew up with SMS\u2014it\u2019s nothing new for them. They\u2019ll talk to their friends and family via text, but will also communicate with your brand via text. In fact, according to OpenMarket, \u201c83% of millennials would rather text message your business than call a customer service helpline.\u201d<\/p>\r\n\r\n[caption id=\"attachment_104040\" align=\"alignnone\" width=\"898\"]<img class=\"size-full wp-image-104040\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/nudge.png\" alt=\"Millennials want to start a conversation\" width=\"898\" height=\"1250\" \/> <em><a href=\"https:\/\/www.nudgetext.com\/\" target=\"_blank\" rel=\"noopener\">The Nudge<\/a>, a planning app, uses SMS keywords to prompt users to identify their favorite cuisines.<\/em>[\/caption]\r\n\r\n<p>When trying to connect with your millennial audience through SMS marketing, try starting a conversation. Because SMS allows for direct, one-to-one communication, you have the opportunity to engage millennials while also gaining valuable customer data. By using SMS keywords or easy-to-answer prompts, Millennials can tell you exactly what content they\u2019re looking for from your SMS marketing messages.<\/p>\r\n<h4>Give SMS Realness to Gen Z<\/h4>\r\n<p>Gen Z was born and bred in the digital age. \u201cWe\u2019ve been saying mobile-first for years, but when it comes to Gen Z, it\u2019s mobile-only.\u201d When sending marketing text messages to Gen Z, they have to cut through the noise of standard promotional messaging\u2014which may work for Gen X, but Gen Z won\u2019t take kindly to it. Gen Z is looking for immediate gratification and content that serves a purpose.<\/p>\r\n\r\n[caption id=\"attachment_104046\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-104046\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Image-from-iOS-9.jpg\" alt=\"Gen Z wants functionality in SMS\" width=\"1125\" height=\"1185\" \/> <em><a href=\"https:\/\/www.opentable.com\/\" target=\"_blank\" rel=\"noopener\">OpenTable<\/a>, the reservation app, asks users to reply to confirm reservations.<\/em>[\/caption]\r\n\r\n<p>Think about adding a function to your SMS messages. Instead of just informing, offering coupons, or collecting data, messages to Gen Z should solve a problem. Think about reservation confirmations. We\u2019ve all received those texts asking us to \u201creply with 1 to confirm.\u201d That\u2019s the perfect example of a quick, efficient way to confirm a reservation. After all, a Gen Z consumer isn\u2019t going to answer the phone if your restaurant calls to confirm.<\/p>\r\n<h3>Generations Only Segment So Much<\/h3>\r\n<p>Generational trends and tendencies are helpful when building your SMS strategy, but only as a first layer of individualization. These broad trends can help you get started, but the trends will not always apply to every audience member. If you paint with a broad brush and assume each individual wants to be treated the same way, you risk damaging your authenticity as a brand.<\/p>\r\n<p>These generational SMS preferences are a great starting point when testing what messaging resonates with each customer. Then, by using SMS as part of a larger cross-channel marketing strategy, you\u2019ll gain additional insights from other touchpoints in the customer journey, allowing you to customize your entire experience for each individual. SMS is a crucial piece of the puzzle.<\/p>\r\n<p><em>To learn more about how to incorporate SMS preferences into your cross-channel marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p><em>Already an Iterable customer? Our Strategic Services team provides bespoke SMS recommendations, ensuring SMS fits into your cross-channel marketing strategy. Reach out to your CSM to learn more.<\/em><\/p>","post_title":"SMS Marketing Part IV: SMS Preferences by Generation","post_excerpt":"In this fourth installation of the SMS marketing series, we\u2019re going to explore the SMS preferences of each generation.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-iv-sms-preferences-by-generation","to_ping":"","pinged":"","post_modified":"2022-09-21 13:11:23","post_modified_gmt":"2022-09-21 20:11:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104027","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 01, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Preferences\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-iv-sms-preferences-by-generation\/"},{"ID":104001,"post_author":"79","post_date":"2022-08-30 06:38:04","post_date_gmt":"2022-08-30 13:38:04","post_content":"<p>Email list hygiene\u2026what is it? We hear hygiene and we think of showers, soap, etc. Without email list hygiene we\u2019re not saying your email lists have b.o., but they could <em>figuratively<\/em> stink.<\/p>\r\n<p>Let\u2019s break it down before we dig in. Back to basics: what are email lists? We know, we know, this is very basic. But not everyone\u2019s as skilled a marketer as you are\u2026but, we digress. Email lists, simply put, are lists of email addresses your brand has collected.<\/p>\r\n<p>As an added layer, brands can have one large email list, made up of every subscriber a brand can contact, or they can have many, segmented based on various criteria. Different customers may require different communications, and a good way to start initial individualization efforts is to segment your lists to ensure customers get relevant information.<\/p>\r\n<p>But, once you have your lists, you have to keep \u2018em clean. Let\u2019s explore what that means and why it matters.<\/p>\r\n<h3>Why Email List Hygiene Matters<\/h3>\r\n<p>Keeping a clean email list can have a huge impact on the effectiveness of your email strategy. It can impact deliverability, data, metrics, and the overall customer experience.<\/p>\r\n<h4>Improved Deliverability<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/iterable-community-ask-me-anything-deliverability\/\" target=\"_blank\" rel=\"noopener\">Deliverability<\/a> is a critical aspect to any email marketing strategy. It\u2019s essentially whether or not your emails can get to their intended audiences. If your emails aren\u2019t being delivered, there\u2019s no point in developing an email strategy.<\/p>\r\n<p>Cleaning your email lists can help improve deliverability. Say you have emails on your subscriber lists that no longer exist. The emails you send to those subscribers will bounce. This could then cause email providers to recognize your domain as spam and send all of your emails\u2014even those sent to emails that are still active\u2014to the users\u2019 spam folders.<\/p>\r\n<p>By cleaning your list\u2014removing those inactive emails\u2014you can improve deliverability and, as a result, improve the authority and reputation of your domain.<\/p>\r\n<h4>Accurate Data<\/h4>\r\n<p>If your lists aren\u2019t organized, your emails are being sent to spam, or not being delivered at all, you risk getting inaccurate, unhelpful data in return.<\/p>\r\n<p>Say, for example, you\u2019re seeing low click-through rates on your store opening emails. Ok, yes, it\u2019s possible people aren\u2019t interested in learning about your new store location, but it's also possible there are people on that specific list that live nowhere near your new store. The information isn\u2019t relevant to those users\u2014of course they\u2019re not going to click through.<\/p>\r\n<p>By cleaning your lists, you can ensure that not only are your subscribers\u2019 email addresses correct, but that the messages they are receiving are relevant. This can impact\u2014and improve\u2014 your email engagement data and allow your team to focus on strategy, rather than figuring out why numbers aren\u2019t where they should be.<\/p>\r\n<h4>Happy Customers<\/h4>\r\n<p>Keeping clean email lists can also help improve the overall customer experience. Think about unsubscribing. Yes, brands are required\u2014<a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/#:~:text=This%20law%2C%20enforced%20by%20the,receiving%20future%20email%20from%20you.\" target=\"_blank\" rel=\"noopener\">by law<\/a>\u2014to provide easy methods for unsubscribing to marketing emails, but does the unsubscribe button really work?<\/p>\r\n<p>We all know a brand that continues to send emails long after we\u2019ve opted out of further communications. While it\u2019s hard to see users remove themselves from your email lists, you can always create a strategy for <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winning them back<\/a>. But, if their trust in your brand has completely eroded, the chances of getting them back only decrease.<\/p>\r\n<p>Ensuring that unsubscribed users are actually removed is only one way that cleaning email lists can lead to happy customers.<\/p>\r\n<h3>How Do You Scrub a List Clean?<\/h3>\r\n<p>Now that we\u2019ve covered <em>why<\/em> email list hygiene is important, let\u2019s cover <em>how<\/em> to clean a list. It requires no elbow grease so put down the sponge, step away from the soap.<\/p>\r\n<p>The first step to cleaning your lists is validating email addresses. Like we mentioned earlier, some addresses on your lists could be inactive. To find them, run an <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-marketing\/email-list-cleaning-best-practices\/\" target=\"_blank\" rel=\"noopener\">email list validation<\/a> to separate valid from invalid addresses.<\/p>\r\n<p>You\u2019ll also want to remove duplicate addresses. Multiple email addresses mean there\u2019s the possibility that the same user receives messages more than once, or ends up on multiple lists.<\/p>\r\n<p>Lastly, consider removing the unengaged subscribers. If someone hasn\u2019t opened an email from you in years, you can likely take them off your list. This timeframe depends on your products and services and overall lifecycle, but don\u2019t worry\u2014if they want to receive your emails, they\u2019ll sign back up. By removing their email they may even become eligible for new customer discounts, which could re-engage them.<\/p>\r\n<p>Email list hygiene is about making your life easier, as a marketer, and improving your brand\u2019s customer experience. With the right audience on your list you can more easily segment and create individualized campaigns that deliver joy to your end users.<\/p>\r\n<h3>Lather, Rinse, Repeat<\/h3>\r\n<p>Email list hygiene isn\u2019t a one-and-done task. It\u2019s ongoing. In fact, <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-marketing\/email-list-cleaning-best-practices\/\" target=\"_blank\" rel=\"noopener\">Email on Acid<\/a> recommends cleaning your email lists once per quarter\u2014sort of like spring cleaning.<\/p>\r\n<p>Go ahead and set that calendar reminder now. We\u2019ll wait.<\/p>\r\n<p>Email lists should be all about quality, not quantity. Clear the cobwebs and get your lists whittled down to those customers who are hungry for your content. Your LTV will thank you.<\/p>\r\n<p>Once you\u2019ve done your quarterly (or bi-annually, or monthly, etc.) deep clean, the work\u2019s just begun. Now you have to ensure the content you deliver aligns with what your customers\u2014yes, each of them individually\u2014want. Think of a clean email list as a blank canvas. With that squeaky clean list you can start to segment your audience and design journeys that are unique to each customer.<\/p>\r\n<p><em>To learn more about email marketing and how you can design unique customer experiences, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Keep It Clean With Email List Hygiene","post_excerpt":"Email list hygiene\u2026what is it? Without email list hygiene we\u2019re not saying your email lists have b.o., but they could figuratively stink.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"keep-it-clean-with-email-list-hygiene","to_ping":"","pinged":"","post_modified":"2022-08-30 06:38:04","post_modified_gmt":"2022-08-30 13:38:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104001","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email list hygiene\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/keep-it-clean-with-email-list-hygiene\/"},{"ID":103914,"post_author":"79","post_date":"2022-08-25 07:39:56","post_date_gmt":"2022-08-25 14:39:56","post_content":"<p>Big buzzwords can be tossed around willy-nilly in the marketing world. This happens so often, in fact, that they can lose all meaning. Sometimes they can turn into phrases where you aren\u2019t entirely sure what is being said. One of these phrases is \u201cmarketing channel strategy.\u201d We\u2019ve all probably heard it or even said it ourselves, but has anyone really dissected it to better understand what it means?<\/p>\r\n<p>The sparkly, flashy term \u201cmarketing channel strategy\u201d can mean different things to different people. So to clarify, we want to do an in-depth analysis of what a marketing channel strategy is, what it looks like, and why it matters for your brand. Let\u2019s get right into it.<\/p>\r\n<h3>Things to Consider for Your Marketing Channel Strategy<\/h3>\r\n<p>Put simply, your marketing channel strategy is how you go about optimizing the use of different marketing channels for your business. Maybe you use email, SMS, and push. Your channel strategy is making the most of each of these individually and together.\u00a0<\/p>\r\n<p>But that\u2019s not as simple as it might sound. Here are some things to consider as you get started.\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>What channels does your business use?<\/strong> Think: SMS, email, push notifications, web in-app, etc.<\/li>\r\n\t<li><strong>What content fits each channel\u2019s use?<\/strong> Not all content works across channels.Some require shorter messages. Others might excel in certain types of content\u2014see: SMS for <a href=\"https:\/\/iterable.com\/blog\/4-ways-to-make-transactional-messaging-less-boring\/\" target=\"_blank\" rel=\"noopener\">transactional messaging<\/a>.<\/li>\r\n\t<li><strong>What <a href=\"https:\/\/iterable.com\/blog\/why-contextualized-messages-matter-for-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">context<\/a> fits each channel?<\/strong> The situations in which you send an SMS versus when you send an email can differ greatly. So, a marketing channel strategy goes beyond just determining the messages that are sent, but also takes into consideration the context in which you send them.<\/li>\r\n\t<li><strong>How often do you send messages per channel?<\/strong> With context comes cadence. Consider how many messages you\u2019re going to send per channel to improve the overall experience.<\/li>\r\n\t<li><strong>Where do your customers engage?<\/strong> Based on how customers interact with your messages, you can collect engagement info and alter your journeys (in real-time).<\/li>\r\n<\/ul>\r\n<p>Each of these considerations plays a role in determining your optimal marketing channel strategy. This isn't even considering the fact that all of this should be individualized.\u00a0<\/p>\r\n<p>You know good marketing when you see it. So let\u2019s take a look at some examples.<\/p>\r\n<h3>How Marketing Channels are Used<\/h3>\r\n<p>When the message type matches how the channel is used, so that it feels natural and non-disruptive to the customer, you\u2019ve likely implemented a successful marketing channel strategy. Here\u2019s how some brands are making the most of their channel strategies.<\/p>\r\n<h4>Optimized SMS<\/h4>\r\n<p>Take SMS for example. SMS messages are often used for urgent communications. So, if you\u2019re looking to update customers on an order or a recent transaction (and they\u2019ve <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opted in<\/a> to receive text messages), you may want to send a text.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.grubhub.com\/\" target=\"_blank\" rel=\"noopener\">Grubhub<\/a>, the food delivery service, uses SMS to send messages relevant to ongoing orders. The delivery drivers can communicate with customers to provide real-time updates, ensuring that the customer gets the information they need, as soon as possible.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103915\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-103915\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/File-54.jpg\" alt=\"Grubhub uses SMS for immediate updates\" width=\"1125\" height=\"615\" \/> <em>Grubhub drivers use SMS to keep customers informed while their orders are in the works.<\/em>[\/caption]\r\n\r\n<p>When a delivery is on the way, it\u2019s important that customers get up-to-date information in real time. Yes, an email saying the order was confirmed, etc., is helpful too, but for immediate information sharing, SMS makes the most sense. Using marketing channels how they are natively, intuitively used in daily life can help reduce friction for the customer.\u00a0<\/p>\r\n<h4>Optimized Email<\/h4>\r\n<p>Like we mentioned in the Grubhub example, email can be really helpful for long-term order information or promotional content. For one, email is easily searchable. SMS is searchable to an extent, but it\u2019s much easier to search through emails. Customers can quickly scan their inboxes for order information, coupons, etc.\u00a0<\/p>\r\n<p>Luggage company, <a href=\"https:\/\/beistravel.com\/\" target=\"_blank\" rel=\"noopener\">B\u00e9is<\/a>, sends a transactional email after a purchase is made. The email has the order information and a link to view the order. This type of message is perfect for email because it helps the customer keep tabs on their order. Now, if they want to view their order, they can search \u201cBeis\u201d in their inbox and find what they\u2019re looking for.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103921\" align=\"alignnone\" width=\"751\"]<img class=\"size-full wp-image-103921\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Beis.png\" alt=\"Marketing channel optimization: email example\" width=\"751\" height=\"1809\" \/> <em>B\u00e9is chooses to use email as the channel through which to send transactional messages.\u00a0<\/em>[\/caption]\r\n\r\n<p>Beis does use SMS as a marketing channel, but chooses to use email as the channel for sending transactional messages. Like we mentioned, SMS isn\u2019t as easy to search and, if the brand\u2019s contact information isn\u2019t saved in the user\u2019s phone, it could be nearly impossible to find the message again. But, B\u00e9is could opt to use both channels, cohesively, to ensure the user has their order info.<\/p>\r\n<h4>Optimized Push Notifications<\/h4>\r\n<p>Push notifications can be a great channel to guide customers back to your mobile app. Because push notifications are tied to applications, plus customers have to opt-in to receive push notifications, you can almost guarantee that the customer is, on some level, actively engaging with your brand.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.wayfair.com\/\" target=\"_blank\" rel=\"noopener\">Wayfair<\/a>, the online furniture retailer, uses rich push notifications and deep linking in an abandoned cart campaign. First, they send a push notification featuring the item left behind. Not only does the push notification have the item, it has the customer\u2019s name as well. Then, when pushed, the notification expands to show the full image. Lastly, when clicked, the notification takes the customer directly to their cart within the mobile app.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103927\" align=\"alignnone\" width=\"885\"]<img class=\"size-full wp-image-103927\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Wayfair_Img1.png\" alt=\"Marketing Channel Strategy: push notifications\" width=\"885\" height=\"991\" \/> <em>Wayfair uses personalization and push notification features to get customers back into the buying process.<\/em>[\/caption]\r\n\r\n<p>This is an example of an optimized push notification action because it makes the customer experience extremely easy. On top of the eye-catching individualization, the deep linking removes any hurdles the customer may have as they go to purchase the item. To take this customer experience even further, other channels can be added to the mix.<\/p>\r\n<h4>Cross-Channel Marketing Strategies<\/h4>\r\n<p>Adding multiple channels that interact with one another and recognize the customer, regardless of which path they choose, creates a fully optimized cross-channel experience. Let\u2019s take another look at Wayfair\u2019s abandoned cart campaign.\u00a0<\/p>\r\n<p>Wayfair actually goes above and beyond when it comes to these campaigns. Not only do they use push notifications to lead customers to their mobile cart, but they use email as well. Here\u2019s the kicker: when customers click on the abandoned cart email on their phone, they\u2019re taken to the mobile app. When they click on the same email from their desktop, they\u2019re taken to the website.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103933\" align=\"alignnone\" width=\"819\"]<img class=\"size-full wp-image-103933\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Wayfair_Img2.png\" alt=\"Wayfair dekstop site example\" width=\"819\" height=\"1056\" \/> <em>Wayfair takes into consideration which channel the customer is using to view their cart.<\/em>[\/caption]\r\n\r\n<p>These seemingly small changes can create consistency and cohesiveness in the customer experience. Imagine if the customer clicked on the mobile email and it opened a mobile browser. It could be slightly disorienting and frustrating to the customer, considering they had just been using the mobile app.\u00a0<\/p>\r\n<p>A marketing channel strategy can apply to more than just transactional messages. Channel strategies can be optimized across a variety of different content types\u2014promotions, newsletters, educational content, etc. Consider the type of content and how it works with the channels you\u2019re using. For example, maybe a newsletter is sent via email instead of SMS, but order confirmations are sent via SMS. It\u2019s all about what makes sense for the customer journey.<\/p>\r\n<p>The devil is in the details and, when creating marketing channel strategies\u2014both individually and cross-channel\u2014these small details make a huge difference.<\/p>\r\n<p><em>To learn more about how Iterable can help with your cross-channel marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.\u00a0<\/em><\/p>","post_title":"How to Optimize Your Marketing Channel Strategy","post_excerpt":"We're doing an in-depth analysis of what a marketing channel strategy is, what it looks like, and why it matters for your brand. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-optimize-your-marketing-channel-strategy","to_ping":"","pinged":"","post_modified":"2022-08-25 07:39:56","post_modified_gmt":"2022-08-25 14:39:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103914","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 25, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"marketing channel strategy\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-optimize-your-marketing-channel-strategy\/"},{"ID":103825,"post_author":"79","post_date":"2022-08-22 09:42:18","post_date_gmt":"2022-08-22 16:42:18","post_content":"<p><a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> is quickly approaching. We\u2019re just over two weeks away\u2014hard to believe. From September 7-9, Activate Summit North America will take place in San Francisco.<\/p>\r\n<p>To give you an idea of what to expect, we\u2019re providing a sneak peek at some of the sessions (can\u2019t spill all the secrets! Come <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">see them in person<\/a>.) each track will include.<\/p>\r\n<p>This year, we\u2019ve added an additional track that focuses on professional development. Not only will you hear from marketing wizards and gather takeaways in the <a href=\"https:\/\/iterable.com\/blog\/activate-north-america-strategy-track-sneak-peek\/\" target=\"_blank\" rel=\"noopener\">strategy<\/a> and <a href=\"https:\/\/iterable.com\/blog\/activate-north-america-execution-track-sneak-peek\/\" target=\"_blank\" rel=\"noopener\">execution<\/a> tracks, but now you can also work on improving your skills with the help of experts and coaches by attending sessions in the professional development track.<\/p>\r\n<p><em>Not registered yet? There\u2019s still time. <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register now<\/a> to join us in San Francisco at Activate Summit North America.<\/em><\/p>\r\n<h3>The Professional Development Track: Digging Into Development<\/h3>\r\n<p>The sessions in the professional development track cover more of the soft skills marketers need to be successful. We\u2019ve named this track \u201cDigging Into Development \u201d because these sessions are deep dives into marketing-specific skills. Professionals from a variety of industries and brands will walk attendees through exercises and activities that not only improve skills, but build networks as well. In our Dreamers, Builders, and Makers framework, this strategy track aligns best with the Makers. Those looking for a hands-on approach should attend these sessions.<\/p>\r\n<h4>Women Language + Power and Standard Communication<\/h4>\r\n<p>Susannah Baldwin, PhD, is a leadership and communications coach. In this session, geared towards women, Susannah will discuss issues of gender, power, and the extraordinary role language plays in inhibiting or unleashing women\u2019s potential to be effective and powerful in the business world. This session focuses on how women can make new language choices that connect them to their power, themselves, and their goals.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: understanding how communication can impact success.<\/p>\r\n<h4>Creativity Under Stress: 3 Ways to Unlock Ingenuity<\/h4>\r\n<p>Solunis Nicole Bay, Somatic Coach, will walk you through ways to not only survive, but how to thrive in times of high stress. Neuroscience studies have shown that somatic practices unlock our ability to be creative and resilient even in high-stress environments. During this interactive session, you will learn how to meet your goals in high-pressure moments, find new solutions to old problems, and have ease with your team during periods of upheaval and change.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: learning ways to motivate and innovate during periods of change or high stress.<\/p>\r\n<h4>Leveraging Zero-Party and First-Party Data to Get Results<\/h4>\r\n<p>Mike Nelson, Co-Founder of ReallyGoodEmails, this session will explore how brands can use data with the impending depreciation of third-party cookies. Data can vastly improve the quality and relevance of customer communications when it is used correctly, but too much information can make implementation cumbersome. Birthdays? Transactions? Search history? What kind of data should you capture and use? Mike will help narrow down when to use data and what kind of data matters.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: using zero- and first-party data to create individualized customer experiences.<\/p>\r\n<h3>10+ Roundtables<\/h3>\r\n<p>You thought that was all? Of course not. Throughout the entire day at Activate we\u2019ll have more than ten opportunities for attendees to connect with peers and chat about specific issues or themes at roundtables. We\u2019ll have some discussion questions to get you started, but we want these roundtables to be spaces for open communication, networking, and problem solving. Let\u2019s take a look at some of the roundtables we\u2019ll have available.<\/p>\r\n<h4>Travel &amp; Hospitality Roundtable<\/h4>\r\n<p>There\u2019s no better time to connect with colleagues in the travel and hospitality space to learn what challenges they\u2019ve faced and how they\u2019ve pivoted to overcome hurdles. Maybe you have a success story you think others would find helpful. If that\u2019s the case, come join this roundtable session!<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: hearing how others in the travel and hospitality industry are succeeding in a post-pandemic world.<\/p>\r\n<h4>In-App &amp; Push Notification Deep Dive Roundtable<\/h4>\r\n<p>These channels tie directly to your mobile app but are part of a larger cross-channel strategy. Talk with peers about the challenges and successes your team has faced with implementing these channels and the different types of messages that resonate with audiences. You\u2019ll take away next steps, new tests to try, and innovative ideas for using in-app messaging and push notifications.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: mobile marketing and cross-channel marketing strategies.<\/p>\r\n<h4>Product Meet &amp; Greet Roundtable<\/h4>\r\n<p>Join Iterable Product Managers for an open dialogue on \u201cWhat\u2019s Next\u201d for Iterable. Whether you\u2019re a power-user, just getting started or considering Iterable, here\u2019s your chance to connect with our product team and ask questions in this free form setting. We\u2019d love to hear your feedback and ideas.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: learning more about the Iterable platform and how it can help solve your marketing problems.<\/p>\r\n<h3>There\u2019s So Much More<\/h3>\r\n<p>Like we said before, this is just a sneak peek at all of the content in the professional development track and roundtables. We have even more sessions in this track, plus additional roundtables. Stay tuned to learn more about Activate North America!<\/p>\r\n<p><em>And, of course, if you\u2019re not registered yet, what are you waiting for?! Be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register today<\/a> to make sure you don\u2019t miss out on this world-class marketing content.<\/em><\/p>","post_title":"Activate North America: Professional Development Sneak Peek","post_excerpt":"At Activate North America you can work on improving your skills by attending sessions in the professional development track.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-north-america-professional-development-sneak-peek","to_ping":"","pinged":"","post_modified":"2022-08-22 09:42:18","post_modified_gmt":"2022-08-22 16:42:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103825","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate North America - Professional Development\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-north-america-professional-development-sneak-peek\/"},{"ID":103683,"post_author":"79","post_date":"2022-08-18 09:53:11","post_date_gmt":"2022-08-18 16:53:11","post_content":"<p>Toss your marketing cap off to the side for a second. You\u2019re just a customer now. You\u2019ve been here before, you have your favorite brands, you\u2019ve used promo codes\u2014the works. But now, you\u2019re shopping with a new brand online. You notice if you sign up for email you get 10% off. Then, after you sign up for email, you see that if you sign up to receive marketing text messages, it\u2019s an additional 10% off. Why wouldn\u2019t you sign up?\u00a0<\/p>\r\n<p>Okay, pick up your marketing cap, dust it off, and put it back on. Look at this scenario through a marketer\u2019s lens. Now you have a customer signed up for SMS. What do you do next? How can you ensure not only that the customer converts through this channel, but stays engaged and doesn\u2019t opt-out?<\/p>\r\n<p>In the first two installments of this SMS marketing series, we covered <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opting in and opting out<\/a> and <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/\" target=\"_blank\" rel=\"noopener\">SMS keywords<\/a>. Now, we want to take a look at the value of sending SMS marketing messages and break down how brands can optimize SMS ROI.<\/p>\r\n<p>First, to give SMS ROI some context, let\u2019s take a look at how ROI is measured for another powerful marketing channel: email.<\/p>\r\n<h3>Measuring Channel ROI<\/h3>\r\n<p>Before we look at SMS ROI, it\u2019s helpful to understand how ROI is measured for other marketing channels. Email, in particular, has been touted as the marketing channel with the highest return on investment. The numbers speak for themselves. For every $1 spent on email marketing efforts, brands get <a href=\"https:\/\/www.constantcontact.com\/blog\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">$36 dollars back<\/a>.\u00a0<\/p>\r\n<p>To <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/how-do-you-calculate-email-marketing-roi\/#:~:text=Here's%20the%20basic%20formula%20for,able%20to%20calculate%20it%20easily.\" target=\"_blank\" rel=\"noopener\">calculate any ROI, as a percentage<\/a>, you would take the amount gained and subtract the amount spent. Then, divide this total by the amount spent. So, if you spent $50k on an email campaign and the campaign brought in $100k in sales, the ROI would be 100%. Or, for every $1 spent, you get $2 back. This is why email marketing ROI is so impressive.\u00a0<\/p>\r\n<p>Now, with that in mind, let\u2019s flip to the real focus of this article, SMS ROI.<\/p>\r\n<h3>Optimizing SMS ROI<\/h3>\r\n<p>To calculate SMS ROI, yes, you can absolutely use the same formula we used for email marketing: (total gained-total spent)\/total spent. But, with SMS marketing there are more nuances to pay attention to that can help inform your marketing team and improve your ROI. These include clickthrough rate (CTR), conversion rate, and opt-out rate.\u00a0<\/p>\r\n<h4>Clickthrough Rate<\/h4>\r\n<p>SMS has a <a href=\"https:\/\/telnyx.com\/resources\/your-guide-to-sms-deliverability\" target=\"_blank\" rel=\"noopener\">98% open rate<\/a> when used as a marketing channel. To compare, a good email open rate is <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/what-are-good-email-metrics\/\" target=\"_blank\" rel=\"noopener\">between 17% and 28%<\/a>. It\u2019s sort of the nature of the beast. Customers are programmed to use SMS for more urgent, personal conversations. Therefore, texts are more likely to be opened than emails.\u00a0\u00a0<\/p>\r\n<p>Opens aren\u2019t clicks, though. Think about how many texts you open, read, and ignore\u2014especially from brands. <a href=\"https:\/\/xl.today\/sms-marketing#:~:text=SMS%20or%20text%20marketing%20messages,messages%20is%20a%20colossal%2045%25.\" target=\"_blank\" rel=\"noopener\">SMS CTR measures at 45%<\/a>. When compared to email\u2019s CTR of 6-7%, 45% seems high, but when compared to SMS open rate, it\u2019s easy to see where there\u2019s a drop off in engagement. Almost every text message is opened, but less than half are clicked.\u00a0<\/p>\r\n<p>Higher clickthrough rate means higher SMS ROI. So the trick, then, is getting customers to actually click through. It\u2019s on you, as a marketer, to provide an experience that leads customers to your mobile site or app.<\/p>\r\n<h4>Conversion Rate<\/h4>\r\n<p>After clicking through your text, customers are led either to a mobile site or app. Once there, your objective is to get them to make a purchase, download content, or whatever other goal your business may have.\u00a0<\/p>\r\n<p>The average <a href=\"https:\/\/www.smsmode.com\/en\/conversion-rate-sms-campaign\/#:~:text=SMS%3A%20the%20conversion%20champion%20channel,-Marketing%20Charts%20has&amp;text=In%20this%20study%2C%20the%20average,3.17%25%20for%20Google%20ads\" target=\"_blank\" rel=\"noopener\">conversion rate for SMS marketing is 29%<\/a> and, to compare, the <a href=\"https:\/\/www.barilliance.com\/email-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">average conversion rate for email marketing is around 18%<\/a>. So, almost every text message is opened, and a little less than half are clicked, but more than half of those clicked become conversions. From click to conversion is a crucial point in the customer\u2019s journey, so it\u2019s vital that you optimize the experience where and when you can.\u00a0<\/p>\r\n<p>By viewing results at a campaign level you can see what language is performing best, which audience is more engaged, even which geographical region is most receptive. You can also A\/B test campaigns to see which is the top performer and then, in real-time, pivot to ensure all customers are receiving that SMS marketing campaign.\u00a0<\/p>\r\n<p>At any point in this journey, however, customers can opt-out, meaning they can choose to stop receiving your marketing texts. But, this is just another learning opportunity.<\/p>\r\n<h4>Opt-Out Rate<\/h4>\r\n<p>Providing opt-out messaging is both scary and required. It\u2019s scary because you\u2019re giving customers an easy way to cut off an entire marketing channel. But, like we mentioned in the <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">first installment of this series<\/a>, the <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">TCPA<\/a> requires brands to get consent, in writing, before sending any marketing communications via text.\u00a0<\/p>\r\n<p>Instead of thinking about opt-out rate as scary, think of it as a way to inform your next move. Understanding where and when customers are opting out in their journeys can help you tweak your campaigns to prevent opt-outs in the future. Remember, just because a customer can easily opt-out, doesn\u2019t mean they always will. Not if you can provide an experience worth sticking around for. In fact, the <a href=\"https:\/\/uplandsoftware.com\/mobile-messaging\/resources\/blog\/get-mobile-marketing-stats\/#:~:text=SMS%20opt%2Dout%20rate%3A%20Average,%25%2C%20respectively%2C%20today).\" target=\"_blank\" rel=\"noopener\">average SMS opt-out rate across all campaigns is 5%<\/a>.<\/p>\r\n<p>By understanding why customers opt-out, you can adjust your campaigns. Maybe the content isn\u2019t resonating. Maybe you need to segment your audiences more narrowly to capture the right users. Whatever the reasoning is, having that opt-out information can only improve your campaigns going forward.<\/p>\r\n<h3>Even More SMS Nuances<\/h3>\r\n<p>If you\u2019ve learned nothing else from this article, one takeaway is that SMS is a powerhouse of a marketing channel. It\u2019s extremely effective, especially when blended into a broader cross-channel strategy. Maybe not immediately, but eventually, once your strategy is refined, SMS marketing messages have high open rates, clickthrough rates, and conversion rates, and very low opt-out rates. But, it\u2019s what you do with this data that will help improve SMS ROI.<\/p>\r\n<p>Plus, there are even more SMS nuances marketers should consider when developing their campaigns. How you use SMS messages, could impact your SMS ROI. For example, if you have an SMS sweepstakes campaign, you may see a higher-than-average opt-in rate, but also a higher-than-average opt-out rate once the sweepstakes ends.\u00a0<\/p>\r\n<p>These metrics could also look very different when considering which generation you're sending them to. Do Millennials prefer email? Does Gen-Z only use SMS? Our next installment in this SMS marketing series will dive into the strategies for using SMS marketing with different generations.\u00a0<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"SMS Marketing Part III: Optimizing SMS ROI","post_excerpt":"Let's take a look at the value of sending SMS marketing messages and break down how brands can optimize SMS ROI","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-iii-optimizing-sms-roi","to_ping":"","pinged":"","post_modified":"2022-08-29 06:40:27","post_modified_gmt":"2022-08-29 13:40:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103683","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS ROI\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-iii-optimizing-sms-roi\/"},{"ID":103575,"post_author":"79","post_date":"2022-08-17 06:59:41","post_date_gmt":"2022-08-17 13:59:41","post_content":"<p><a href=\"https:\/\/hightouch.com\/\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>, Co-Founded by Tejas Manohar, is a leading data activation platform. This means that unlike other tech companies that help businesses analyze the data they have, Hightouch helps businesses (with any sort of SQL database) activate their data by connecting with other technology, like <a href=\"https:\/\/iterable.com\/partners\/hightouch\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>, for example.<\/p>\r\n<p>In our Iterable Academy \u201cAsk an Expert series,\u201d we explore exactly how Iterable works with our partners and what our partners set out to help brands accomplish. In this installation of the Ask an Expert series, we sat down with Tejas to learn more about how Hightouch helps brands use their data in the most impactful and effective ways. Let\u2019s start at the beginning.<\/p>\r\n<h3>Why Create a Data Activation Platform?<\/h3>\r\n<p>Before Hightouch, Tejas started his career working at a customer data platform with the goal of helping businesses consolidate their customer data to create a holistic view of the customer and develop personalized experiences.<\/p>\r\n<p>But then, he took things to the next level. Tejas started to realize that in addition to brands wanting to easily access their customer data, they also wanted better ways of using it. That\u2019s where Hightouch comes into play.<\/p>\r\n<h4>Cloud-Based Data Warehouses<\/h4>\r\n<p>As an example, Tejas mentioned cloud-based data warehouses. \u201cSeven years ago no one was using these cloud data warehouses,\u201d he said, \u201cThey were immature in the market, people were just figuring out how to get the data into them for analytics.\u201d<\/p>\r\n<p>Today, however, cloud-based data warehouses are the industry standard for managing data. In fact, most businesses today will use a data warehouse to store their information. What\u2019s missing from the data management ecosystem is data activation.<\/p>\r\n<p>As Tejas said, \u201cHow can companies use all of that data, and not just for long-term decision making? How do you actually use that data to drive day-to-day actions and automated actions, like sending marketing campaigns in tools like Iterable?\u201d So, in essence, Tejas set out to take the data out of these warehouses while most platforms on the market strived to bring data in.<\/p>\r\n<h3>Starting as a Reverse ETL Platform<\/h3>\r\n<p>To understand what a reverse ETL platform is, we should probably start off with defining an ETL platform. ETL platforms are very data-centric platforms\u2014ETL actually stands for \u201cextract, transform, and load.\u201d According to <a href=\"https:\/\/cloud.google.com\/learn\/what-is-etl\" target=\"_blank\" rel=\"noopener\">Google Cloud<\/a>, ETL platforms are \u201ca traditionally accepted way for organizations to combine data from multiple systems into a single database, data store, data warehouse, or data lake.\u201c This is what Tejas was talking about when he highlighted the type of data management platforms that exist today.<\/p>\r\n<p>But, a reverse ETL platform is what Hightouch first evolved from. In reverse ETL, the data warehouse isn\u2019t the end-goal, it\u2019s the starting point. Data is loaded in the warehouse, transformed to work with third-party programs, and extracted\u2014hence reverse ETL, or \u201cLTE.\u201d But calling Hightouch a reverse ETL platform didn\u2019t fully explain their data capabilities.<\/p>\r\n<p>Instead, Tejas wanted to focus on the fact that Hightouch can both extract data from warehouses, and activate the data to make it easily digestible and accessible. Which is why it\u2019s considered to be a data activation platform.<\/p>\r\n<h3>Data Activation Use Cases<\/h3>\r\n<p>That\u2019s all well and good, but when would someone actually need to use a data activation platform versus an ETL or reverse ETL? It\u2019s honestly not as complicated as you might think. Using a platform like Hightouch could mean just getting fields like a user\u2019s name or email address into a third party platform.<\/p>\r\n<p>Before you can use your third party platform to create customer journeys and send emails and push notifications, you need to import the correct data. Historically, to do this, brands have uploaded CSVs or built an API integration. But, that doesn\u2019t always work.<\/p>\r\n<h4>Reducing Bottlenecks<\/h4>\r\n<p>Tejas and team recognized that there\u2019s usually a bottleneck somewhere in the CSV or API processes. The sticking points range from getting engineers to implement APIs to determining how this new implementation fits into the broader technology architecture.<\/p>\r\n<p>But, if customers already have the data sitting in a warehouse, a data activation platform can easily create a live-sync of the data to share into third party marketing tools. It\u2019s not complicated but it makes a huge impact on businesses' ability to activate their existing data.<\/p>\r\n<h4>Uncovering Data Stuck in the Warehouse<\/h4>\r\n<p>Tejas mentioned bringing fields like username and email into your marketing platform, but that would be considered a simpler use case for Hightouch. A more complicated use case would be activating the data that doesn\u2019t exist anywhere outside of the data warehouse\u2014data created by data scientists or analysts.<\/p>\r\n<p>He used machine learning and <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">AI<\/a> as an example. Brands are more frequently using machine learning and AI to personalize marketing experiences. To do so, data analysts could create propensity scores that show how likely a customer is to purchase something. That data exists only in the warehouse, but a data activation platform could help extract it and make it usable in a platform like Iterable.<\/p>\r\n<h4>Making Data More Accessible<\/h4>\r\n<p>Hightouch is working towards the next evolution in the data lifecycle. Rather than focusing on managing it and consolidating it, which cloud-based warehouses take care of, Hightouch focuses on making the data impactful for end-users which, in turn, makes it impactful for businesses.<\/p>\r\n<p>Data is highly valuable for creating an individualized, harmonized, and dynamic cross-channel marketing experience. Hightouch is a layer that can be added into a brand\u2019s martech stack to help make the existing data more usable in a marketer-friendly platform, like Iterable.<\/p>\r\n<p><em>If you\u2019re already an Iterable customer, check out Iterable Academy for the <a href=\"https:\/\/academy.iterable.com\/partner-ask-an-expert-series-hightouch\/1325425\/scorm\/241yutc70llj1\" target=\"_blank\" rel=\"noopener\">full Hightouch course<\/a>.<\/em><\/p>\r\n<p><em>If you\u2019re not an Iterable customer but want to learn more about our platform, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Ask an Expert: Hightouch + Iterable","post_excerpt":"In this installation of the Ask an Expert series, we learn more about how Hightouch helps brands activate their data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-expert-hightouch-iterable","to_ping":"","pinged":"","post_modified":"2022-08-17 06:59:41","post_modified_gmt":"2022-08-17 13:59:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103575","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"hightouch data activation\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-expert-hightouch-iterable\/"},{"ID":103562,"post_author":"87","post_date":"2022-08-16 07:14:06","post_date_gmt":"2022-08-16 14:14:06","post_content":"<p>Our latest survey features responses from 500 senior marketing executives in the U.S. and UK on issues top of mind for marketing leaders. From customer experience to marketing spend, and privacy concerns to marketing channel usage, the CMO survey provides insights into the latest trends in customer experience and sheds light on how marketers can set themselves up for success in an ever-changing and hyper-competitive landscape.<\/p>","post_title":"The CMO Insights Survey","post_excerpt":"Top Priorities, Key Investments, and \u2018What\u2019s Next\u2019 for the Modern Marketer","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-cmo-insights-survey","to_ping":"","pinged":"","post_modified":"2022-08-18 08:32:38","post_modified_gmt":"2022-08-18 15:32:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=103562","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 16, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-cmo-insights-survey\/"},{"ID":103467,"post_author":"79","post_date":"2022-08-12 12:17:36","post_date_gmt":"2022-08-12 19:17:36","post_content":"<p><a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">Five years ago<\/a> we talked about a then-new concept: the Now Economy. Back then, however, we focused on the changing expectations of the consumers. Today, we\u2019re still living in the Now Economy but we want to take a closer look at how it impacts us\u2014the marketers.<\/p>\r\n<p>The Now Economy speaks to how consumers expect immediacy. Fed by a culture of fast results, consumers want what they want and they want it now. And, since we last talked about the Now Economy, a lot has happened. The pandemic forced a lot of brands to speed up their digital timelines, only fueling the fire of high customer expectations.<\/p>\r\n<p>By revisiting the Now Economy with 20\/22 vision, we\u2019re hoping to demonstrate what pitfalls marketers may face if they\u2019re not prepared to deliver on customer expectations. Let\u2019s start with a quick refresh on the Now Economy.<\/p>\r\n<h3>A Quick Refresh on the Now Economy<\/h3>\r\n<p>According to a research article published in <a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/2394964319898962#:~:text=Now%20Economy%20(2013%E2%80%93Now),class%20turbocharge%20this%20economic%20sector.\" target=\"_blank\" rel=\"noopener\">The Journal of Creating Value<\/a>, \u201cThe Now Economy is service dominant and runs on speed\u2014digital technologies and immediacy (<a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/2394964319898962#\" target=\"_blank\" rel=\"noopener\">Weinstein, 2019<\/a>).\u201d Consumers expect brands to be able to deliver high-quality customer experiences at a rapid pace.<\/p>\r\n<p>Think about all of the services customers have access to with just the tap of a screen. Car services, food delivery, even same-day Amazon drop-offs. Everything is fast, simple, and, most-importantly to customers, accurate.<\/p>\r\n<p>As technology continues to evolve, customer expectations are only becoming more heightened. With the added potential for <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, customers are looking for brands to know exactly who they are, what they want, and to provide it immediately. For marketers, this changes how we do our jobs.<\/p>\r\n<h3>Challenges We Face in the Now Economy<\/h3>\r\n<p>In our previous article about the Now Economy we focused on the consumer and how the Now Economy is impacting what they want and need from brands. They\u2019re expecting on-demand convenience, real-time customer support, personalized service, and memorable brand experiences.<\/p>\r\n<p>While we always want to put the consumer first, for the sake of this article, let\u2019s flip that around and think about things from our perspective. How can we ensure we\u2019re prepared to meet (and exceed) customer expectations in the Now Economy?<\/p>\r\n<h4>A Competitor Does What You Can\u2019t<\/h4>\r\n<p>The technology to provide automated, instantaneous, seamless customer experiences already exists. So, if you can\u2019t deliver a fast, accurate service, there\u2019s probably someone out there who can. In fact, \u201cin an internet-based world, brands are faced with the challenge of <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">digital sameness<\/a>\u2014the customer experience across websites has become pretty uniform.\u201d So, if your brand doesn\u2019t at least match other brands\u2019 digital capabilities, you risk providing a negative customer experience.<\/p>\r\n<p>In a previous article, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">Winning Customer Loyalty, Pt. 1: From Good to Great<\/a>, we talked about the example of a customer who goes to a banking site and, when an account problem arises, is easily led to customer service and the issue is resolved on the website. The same customer then goes to their insurance site but instead of getting automated help to resolve an issue, they see a small phone number telling the customer to call if they have account issues.<\/p>\r\n<p>There\u2019s a huge difference between the two experiences, and after the experience with the bank, even with these industries being slightly different, the customer has new expectations of automation.<\/p>\r\n<p>In the Now Economy marketing automation is incredibly valuable to marketers because it minimizes manual lift, freeing up time for more strategic initiatives. By using certain event triggers in <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">customer journeys<\/a>, you can automate the path each individual customer takes as they interact with your brand, immediately satisfying customer needs and wants.<\/p>\r\n<p><strong>To avoid falling behind:<\/strong> find a martech platform that uses artificial intelligence to automate the customer journey while using existing data to individualize the experience at the same time.<\/p>\r\n<h4>Distrust in Brands and Technology<\/h4>\r\n<p>There is a lot of distrust between <a href=\"https:\/\/adage.com\/article\/opinion\/how-content-boom-created-consumer-distrust-opinion\/2350061\" target=\"_blank\" rel=\"noopener\">consumers and brands<\/a> and <a href=\"https:\/\/www.bostondigital.com\/insights\/its-official-consumers-dont-trust-tech\" target=\"_blank\" rel=\"noopener\">consumers and the technology<\/a> brands employ. So, while customers expect everything instantaneously and accurately, they also want to be sure their data is being used to help them, versus in ways to which they\u2019re not privy.<\/p>\r\n<p>Dynamic content is a feature that uses customer data to provide a hyper-individualized experience, all while still being automated. By taking advantage of fields (<a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">user attributes, event data, external data, and metadata<\/a>) and pulling from an existing catalog, you can easily populate marketing communications with relevant, hyper-specific messaging. This type of messaging not only helps alleviate any concerns a customer may have with an order or online experience, in general, but it also builds trust by showing that your brand is paying attention.<\/p>\r\n<p>Take an abandoned cart email, for example. Rather than manually creating an abandoned cart message for each customer, or sending a vague promotional email, you can automate an email that has a photo of the abandoned item plus photos of related items. If a certain customer doesn\u2019t engage with emails, however, you can start to implement other channels to ensure you\u2019re able to reach them.<\/p>\r\n<p><strong>To gain and retain customer trust:<\/strong> incorporate dynamic content into marketing messaging to create frictionless experiences that reassure customers by demonstrating how data is being used.<\/p>\r\n<h4>Disconnect Between Digital Channels<\/h4>\r\n<p>The Now Economy is all about efficiency. But, by being able to connect with customers through a variety of channels, that efficiency can start to deteriorate if the experience is inconsistent.<\/p>\r\n<p>Say a customer has just made their first purchase through your online site. You send a welcome email to the customer thanking them for their purchase. But, you also have a mobile app where you\u2019ve seen high conversions.<\/p>\r\n<p>Instead of keeping channels siloed, your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a> could encourage users to download the app, if they haven\u2019t already. The welcome email could feature the best ways to use the app and, when clicked through on a phone, could take them right to the app store. Now, the customer is recognized as the same individual through both channels.<\/p>\r\n<p>With cross-channel harmonization, you\u2019re able to not only send messages to customers where and how they prefer, but, with the help of centralized data, you can also create a seamless experience across all marketing channels. This creates efficiency for not only the customer, but the marketer as well.<\/p>\r\n<p><strong>To connect all marketing channels:<\/strong> Use a marketing platform that centralizes customer data and allows for all channels to access the same information.<\/p>\r\n<h3>Reducing Friction in The Now Economy<\/h3>\r\n<p>We\u2019re marketers, sure, but we\u2019re also consumers. We, too, are experiencing the Now Economy and want a seamless, efficient experience. This also applies to the tools we use. Having tools in your martech stack that enable automation, dynamic content, and cross-channel capabilities reduces friction and provides an instant solution to challenges.<\/p>\r\n<p><em>To learn more about how to increase efficiency while simultaneously creating an individualized, harmonized customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Pitfalls of the Now Economy and How to Avoid Them","post_excerpt":"Learn the pitfalls marketers may face in the Now Economy and how to overcome those challenges to meet customer expectations.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"pitfalls-of-the-now-economy-and-how-to-avoid-them","to_ping":"","pinged":"","post_modified":"2022-08-12 12:17:36","post_modified_gmt":"2022-08-12 19:17:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103467","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pitfalls of the Now Economy\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/pitfalls-of-the-now-economy-and-how-to-avoid-them\/"},{"ID":102842,"post_author":"79","post_date":"2022-08-10 09:49:31","post_date_gmt":"2022-08-10 16:49:31","post_content":"<p>Businesses often strive to sell. Make sales, close deals, generate leads\u2014you know the drill. But, making sales would be close to impossible without the support from the marketers behind the scenes. If sales are the fire, marketing is the coal, fueling success.<\/p>\r\n<p>That\u2019s why, to recognize those marketers who are creating, innovating, and iterating, we\u2019ve developed our own award: <a href=\"http:\/\/iterable.com\/awards\" target=\"_blank\" rel=\"noopener\">The Iterable Expie Awards<\/a>.<\/p>\r\n<p>The Expies celebrate those marketers and marketing teams that go above and beyond. They ignite the flame of inspiration and spark thoughtful, innovative ways to drive growth and build customer relationships.<\/p>\r\n<p><strong><em>Join us at <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> in San Francisco, September 7-9, \u00a0for even more marketing inspiration.<\/em><\/strong><\/p>\r\n<h3>The Iterable Expie Awards<\/h3>\r\n<p>The Expies were designed to showcase customers and partners that leverage Iterable to power world-class communication. From extraordinary customer experiences to authentic, emotional connections, Expie Award nominees and winners raise the bar for marketers all over the world.<\/p>\r\n<p>We received countless applications for the 2022 Iterable Expie Awards, but could only choose a select few as our finalists. They\u2019re the best of the best. The fuel behind the fire.<\/p>\r\n<p><strong>The Iterable Expie award finalist list includes individuals and brands from around the world:<\/strong><\/p>\r\n<p><a href=\"https:\/\/www.cars.com\/\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a>, <a href=\"https:\/\/www.cinemark.com\/\" target=\"_blank\" rel=\"noopener\">Cinemark<\/a>, <a href=\"https:\/\/getclair.com\/\" target=\"_blank\" rel=\"noopener\">Clair<\/a>, <a href=\"https:\/\/dogo.app\/\" target=\"_blank\" rel=\"noopener\">Dogo App<\/a>, <a href=\"https:\/\/www.edenhealth.com\/\" target=\"_blank\" rel=\"noopener\">Eden Health<\/a>, <a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a>, <a href=\"https:\/\/www.georgiaaquarium.org\/\" target=\"_blank\" rel=\"noopener\">Georgia Aquarium<\/a>, <a href=\"https:\/\/www.glassdoor.com\/index.htm\" target=\"_blank\" rel=\"noopener\">Glassdoor<\/a>, <a href=\"https:\/\/www.jerseymikes.com\/\" target=\"_blank\" rel=\"noopener\">Jersey Mike\u2019s<\/a>, <a href=\"https:\/\/kahoot.com\/\" target=\"_blank\" rel=\"noopener\">Kahoot!<\/a>, <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, <a href=\"https:\/\/oportun.com\/\" target=\"_blank\" rel=\"noopener\">Oportun<\/a>, <a href=\"https:\/\/www.printed.com\/\" target=\"_blank\" rel=\"noopener\">Printed.com<\/a>, <a href=\"https:\/\/ritual.com\/\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, <a href=\"https:\/\/www.secretescapes.com\/\" target=\"_blank\" rel=\"noopener\">Secret Escapes<\/a>, <a href=\"https:\/\/www.tottenhamhotspur.com\/\" target=\"_blank\" rel=\"noopener\">Tottenham Hotspur<\/a>, <a href=\"https:\/\/wetransfer.com\/\" target=\"_blank\" rel=\"noopener\">WeTransfer<\/a>, and <a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>. In the Most Valuable Marketer category, finalists include Matthew Jung, Product Marketing Manager at Clair, Mariajos\u00e9 Balboa, Marketing Automation Specialist at Kahoot!, and Chlo\u00eb Meyronnet, Senior Experience Manager at <a href=\"https:\/\/www.multiverse.io\/en-US\" target=\"_blank\" rel=\"noopener\">Multiverse<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-103359\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Infographic.png\" alt=\"\" width=\"4167\" height=\"14607\" \/><\/p>\r\n<h3>Winners Coming Soon\u2026<\/h3>\r\n<p>We\u2019re on the edges of our seats! We\u2019ll be announcing the winners of the Iterable Expies at our signature conference, Activate North America, and, with that, the winners of our partner awards: Agency Partner of the Year and Technology Partner of the Year.<\/p>\r\n<p>We hope this lights a fire under you and your team to get out there and continue executing some killer marketing strategies.<\/p>\r\n<p><em>If you want to see who wins and you're looking for even more marketing inspiration, be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>, coming to you live in San Francisco, September 7-9.<\/em><\/p>","post_title":"Announcing the 2022 Iterable Expie Awards Finalists","post_excerpt":"We received countless applications for the 2022 Iterable Expie Awards, but could only choose a select few as our finalists. Here they are.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-the-2022-iterable-expie-awards-finalists","to_ping":"","pinged":"","post_modified":"2022-08-12 12:25:54","post_modified_gmt":"2022-08-12 19:25:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102842","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Expie Awards\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-the-2022-iterable-expie-awards-finalists\/"},{"ID":102845,"post_author":"79","post_date":"2022-08-09 09:30:47","post_date_gmt":"2022-08-09 16:30:47","post_content":"<p>Artificial Intelligence (AI) is something most marketers want to use, but it\u2019s not always that easy. Building your own predictive capabilities is time consuming and requires you to ingest, standardize, and analyze data from various end points owned by numerous teams. Testing and creating new data science forecasts is hard, expensive, and time consuming, even if you have access to a data science team.<\/p>\r\n<p>At Iterable we are focused on putting advanced AI capabilities into the hands of marketers with easy to use tools that are customized based on your data and actionable to drive results. Our goal is to enable brands to understand customer behaviors in the context of their business at the user level. But, how do we predict what people need and anticipate the right interactions to improve their experience and drive our business forward?<\/p>\r\n<p>Iterable\u2019s new AI Optimization Suite is designed to make it easier for you to pick what actions and business outcomes you want to predict based on your own data and use case. Rather than just a few pre-built, out-of-the-box forecasts, we\u2019ve put the full power of data science in your hands with a glass-box tool that helps you see what behaviors drive the prediction. With Iterable\u2019s AI Optimization Suite, you can understand what actions drive results and build better, individualized communications to support those activities.<\/p>\r\n<p>Let\u2019s take a look at our newest features in AI and beyond, how you can make the most of them, and what this means for the future of marketing.<\/p>\r\n<p><strong><em><a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate<\/a> to learn more about our new releases in person!<\/em><\/strong><\/p>\r\n<h3>Iterable\u2019s All New AI Optimization Suite<\/h3>\r\n<h4>Predictive Goals<\/h4>\r\n<p>Let\u2019s start with a common use case. An online retailer is looking to drive incremental purchases and increase lifetime value. They\u2019ve recently launched a new handbag line and want to understand who is most likely to complete a purchase.<\/p>\r\n<p>Using Iterable\u2019s newest AI product, Predictive Goals, the team can use a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002065083-Managing-Custom-Events-\">custom event<\/a> to build a list of users most likely to purchase a tote within the next 30 days. When their prediction is ready, they can select the highest propensity users to enter a Handbag Journey that includes specialized cross-channel messaging introducing the handbag line and encouraging purchases.<\/p>\r\n<p>Predictive Goals gives brands the most versatile and intelligent way to gain new insights and develop smarter individualization strategies. Here is where marketers can get creative in their customizations. The \u201cgoals\u201d part of Predictive Goals is entirely based on your team\u2019s needs.<\/p>\r\n<p>Once you set the goals specific to your business\u2014based on any stored custom event, system event, or user profile field\u2014Predictive Goals builds a forecast of how likely customers are to convert on their goals. These results then empower marketers to create more customized, intelligent customer segments and tailor messaging based on conversion-maximizing analyses.<\/p>\r\n\r\n[caption id=\"attachment_103085\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-103085\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/1_Iterable-PredictiveGoals@2x_highres-scaled.jpg\" alt=\"Predictive Goals\" width=\"2560\" height=\"1916\" \/> <em>With Predictive Goals, you unlock new levels of customization for your business needs.<\/em>[\/caption]\r\n\r\n<p>Predictive Goals stands out in its ability to be built for you as you need it. We recognize your use case is different from other marketers, so your AI suite should be able to adapt in kind. Predictive Goals does just that.<\/p>\r\n<h4>Explainable AI<\/h4>\r\n<p>Within the Predictive Goals product, we have an exciting new feature called Explainable AI, which allows marketers to explore more closely exactly which data points contributed to the forecasts made by Predictive Goals. Think of Explainable AI as the chance to look under the hood at the nuts and bolts of Predictive Goals forecasts.<\/p>\r\n\r\n[caption id=\"attachment_103091\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-103091 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/2_Iterable-PredictiveGoals-XAI@2x_highres-scaled.jpg\" alt=\"explainable AI\" width=\"2560\" height=\"1916\" \/> <em>Explainable AI gives you deeper into your Predictive Goals forecasts.<\/em>[\/caption]\r\n\r\n<p>We\u2019ll use a productivity app in this example. This app is looking to drive revenue by moving users from Pro to their Enterprise level subscription. The team uses Predictive Goals to build a list of users most likely to upgrade within the next 90 days.<\/p>\r\n<p>With Explainable AI, they are able to identify the attributes that contribute to a high propensity for upgrading to Enterprise. Here, the insights show dashboard views into likely indicators for increasing the goal outcome of subscription upgrades.<\/p>\r\n<p>From there, the team can trigger an Enterprise upsell campaign to all current Plus and Pro customers to encourage an upgrade.<\/p>\r\n<p>More visibility is always good when it comes to your data, especially <a href=\"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/\" target=\"_blank\" rel=\"noopener\">when it comes to AI<\/a>, and Explainable AI lays it all on the table. With Explainable AI, you are able to fine tune exactly what data points and attributes can make the most difference in your individualization efforts, gaining even more valuable insights to inform future campaigns.<\/p>\r\n<h4>Brand Affinity\u2122 and Send Time Optimization<\/h4>\r\n<p>Rounding out our AI Optimization Suite are <a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization<\/a> (STO). Brand Affinity helps marketers understand their customers at the emotional level through sentiment. By understanding sentiment, marketers can more easily tap into customer LTV, increase conversions, and individualize content based on how the customer is feeling towards your brand.<\/p>\r\n<p>STO is yet another way to customize the experience for your customers. Whether it\u2019s time of day or frequency of communications, when you send your messages can make or break a relationship with a customer. STO dives into behavioral data of each customer to provide individualized recommendations for the best times to interact with them. Keeping a customer\u2019s attention is difficult in today\u2019s landscape, STO improves your chances at scale.<\/p>\r\n<p><em><strong>Chat about this in person with us at Activate! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate<\/a> today!<\/strong><\/em><\/p>\r\n<h3>What Else is New<\/h3>\r\n<p>Our AI Optimization Suite will change the way you adopt AI into your marketing strategies, but this is not the only thing we\u2019re releasing to help you individualize experiences, automate journeys, and deepen your relationships with customers. Here\u2019s a look at what else is coming this summer:<\/p>\r\n<h4>Individualized Experiences at Scale<\/h4>\r\n<p>Iterable\u2019s Studio has undergone enhancements that provide more efficiency in building and automating journeys.<\/p>\r\n<ul>\r\n\t<li>Tilesets enables you to save and reuse select parts of your journeys to use across other journeys.<\/li>\r\n\t<li>Our new template experience makes it easier to quickly create personalized content, easily toggling between design and preview for faster editing.<\/li>\r\n\t<li>And our Exit Rules feature makes it easier to ensure recipients are only in journeys that resonate to them<\/li>\r\n<\/ul>\r\n<p>Now, making individualized, dynamic experiences that are effective across channels becomes quicker and easier.<\/p>\r\n<h4>Optimize Results With Audience Insights<\/h4>\r\n<p>We all want to make the most of our data. Audience Insights, one of our new features, provides actionable data at the cohort level to plan and deploy campaigns with engagement and demographic insights. With Audience Insights, marketers can validate and refine messages being delivered to target audiences and maximize relevance and ROI.<\/p>\r\n<p>Demographic data can make an experience feel much more individualized. For streaming apps, for example, this can be hugely beneficial to gain insights into engagement. Often with streaming apps, you\u2019ll see a \u201cWhat to Watch\u201d campaign. If that campaign is declining in performance, the team could use Audience Insights to see which segments are less engaged.<\/p>\r\n<p>With this level of granular insight, marketing teams can optimize campaign performance at the individual level to provide relevant recommendations and content at scale.<\/p>\r\n<h4>Maximize Your Mobile Data<\/h4>\r\n<p>Our summer mobile enhancements capture more data from mobile devices and ensure that data is used in new ways to customize your sends.<\/p>\r\n<ul>\r\n\t<li>Offline events processing enables you to capture users\u2019 mobile event data anytime, anywhere.<\/li>\r\n\t<li>In-app Recall offers flexibility to recall all sent messages from an in-app campaign in real time.<\/li>\r\n\t<li>And quiet hours allows you to stop campaigns from sending during certain windows of time.<\/li>\r\n<\/ul>\r\n<p>With these enhancements, you can ensure the right message is going to the right person at the right time via mobile channels. By gaining access to previously unseen behavioral data when users are offline, recalling in-app campaigns without tech support, and delaying campaign sends based on regulatory and user preferences, your mobile marketing will take the next step in being fine-tuned to the individual user, their preferences, and how your team can best serve them.<\/p>\r\n<h3>An Evolving Transformation<\/h3>\r\n<p>Our summer release of products and feature enhancements is designed to accelerate your ability to customize and individualize customer experiences. Marketers are facing growing pressure from customers and the market at large to keep getting more and more granular in their segmentation.<\/p>\r\n<p>With our AI Optimization Suite and the other feature enhancements above, marketers are one step closer to bringing individualized experiences at scale with greater and greater efficiency. Transformations can be challenging, but with these products, it becomes a lot easier.<\/p>\r\n<p><em>Curious to learn more about our summer release, <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">join our Product team in person<\/a> for the Product Keynote and Showcase at Activate Summit North America where they\u2019ll dive deep into the above and so much more.<\/em><\/p>","post_title":"The Iterable Summer Showcase: Our New AI Optimization Suite and More","post_excerpt":"Let\u2019s take a look at our newest AI optimization features, how you can make the most of them, and what this means for the future of marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more","to_ping":"","pinged":"","post_modified":"2022-08-09 09:30:47","post_modified_gmt":"2022-08-09 16:30:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102845","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/"},{"ID":102907,"post_author":"79","post_date":"2022-08-04 09:55:08","post_date_gmt":"2022-08-04 16:55:08","post_content":"<p>Customer sentiment is the emotion customers feel towards a specific business. Any interaction a customer has with that business results in some kind of emotion\u2014positive, neutral, or negative.<\/p>\r\n<p>By measuring customer sentiment, you'll be able to understand the <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">emotional reaction customers have<\/a> towards your brand. You'll also be able to understand the context behind each customer interaction and use that knowledge to improve their satisfaction and the overall experience.<\/p>\r\n<p>In this post, we\u2019ll explain everything you need to know about metrics used for gauging customer sentiment, including:<\/p>\r\n<ul>\r\n\t<li>Net Promoter Score (NPS)<\/li>\r\n\t<li>Customer Satisfaction (CSAT)<\/li>\r\n\t<li>Customer Effort Score (CES)<\/li>\r\n\t<li>Churn Rate<\/li>\r\n\t<li>Customer Lifetime Value (LTV)<\/li>\r\n<\/ul>\r\n<h3>Customer Sentiment Measurements from Direct Feedback<\/h3>\r\n<p>One of the best ways to understand how people feel about your brand is with a cluster of three metrics sourced from direct customer feedback: NPS, CSAT, and CEST.<\/p>\r\n<h4>Net Promoter Score (NPS)<\/h4>\r\n<p>Net Promoter Score (NPS) is used for measuring customer sentiment by asking how likely someone is to recommend your products or services to a friend or colleague. Usually, it\u2019s graded on a ten-point scale, broken up into three sections: Detractors (scores from 0\u20136), Passives (scores from 7\u20138), and Promoters (scores from 9\u201310).<\/p>\r\n<p>Detractors are unlikely to recommend your company to others and probably won\u2019t repeat purchases. Passives won\u2019t recommend your company to others but also won\u2019t damage it with bad word-of-mouth. Promoters are your most loyal customers and they\u2019re the ones that will help your company grow.<\/p>\r\n\r\n[caption id=\"attachment_102908\" align=\"alignnone\" width=\"1542\"]<img class=\"size-full wp-image-102908\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.22.12-PM.png\" alt=\"Net Promoter Score (NPS)\" width=\"1542\" height=\"748\" \/> <em>The Net Promoter Score determines how likely customers are to recommend your product to a friend. Source:<a href=\"https:\/\/www.productplan.com\/glossary\/net-promoter-score\/\" target=\"_blank\" rel=\"noopener\"> productplan.com<\/a>.<\/em>[\/caption]\r\n\r\n<p>Your NPS is the percentage of detractors subtracted from the percentage of promoters. So if you have 30% promoters and 50% detractors, your NPS is 20%. <a href=\"https:\/\/www.chameleon.io\/blog\/nps-survey-best-practices-to-improve-engagement-guide-infographic\" target=\"_blank\" rel=\"noopener\">The average NPS in SaaS<\/a> is 40%\u201350%, with <a href=\"https:\/\/www.retently.com\/blog\/good-net-promoter-score\/\" target=\"_blank\" rel=\"noopener\">benchmarks<\/a> in other industries varying from 68% in consulting to 25% in cloud hosting.<\/p>\r\n<p>NPS surveys can be in many forms\u2014in-app, on your website, as a part of an <a href=\"http:\/\/web.utm.io\/blog\/utm-email-tracking\/\" target=\"_blank\" rel=\"noopener\">email campaign<\/a>, or even as SMS\u2014meaning you can send them at any stage in the customer lifecycle.<\/p>\r\n\r\n[caption id=\"attachment_102914\" align=\"alignnone\" width=\"1070\"]<img class=\"size-full wp-image-102914\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.28.51-PM.png\" alt=\"NPS survey as a way to collect customer sentiments\" width=\"1070\" height=\"942\" \/> <em>NPS surveys, as part of a broader campaign, can be a great way to collect feedback. Source: <a href=\"https:\/\/www.questionpro.com\/blog\/nps-to-grow-analyze-businesses\/\" target=\"_blank\" rel=\"noopener\">questionpro.com<\/a>. <\/em>[\/caption]\r\n\r\n<p>NPS is typically followed up by an open-ended question like: \u201cWhat could we do to improve your experience?\u201d Usually, if people respond, they\u2019ll have very strong feelings\u2014positive or negative. This makes NPS useful for gathering qualitative and quantitative data about customer sentiment.<\/p>\r\n<p><strong>Advantages of NPS<\/strong><\/p>\r\n<ul>\r\n\t<li>Likely to get a response: up to <a href=\"https:\/\/referralrock.com\/blog\/pros-and-cons-of-using-nps\/\" target=\"_blank\" rel=\"noopener\">50% response rate<\/a> on average, vs. <a href=\"https:\/\/www.customerthermometer.com\/customer-surveys\/average-survey-response-rate\/\" target=\"_blank\" rel=\"noopener\">5\u201330% average<\/a> for customer surveys<\/li>\r\n\t<li>Getting quantitative and qualitative feedback from the same survey<\/li>\r\n\t<li>Positive NPS scores directly correlate with growth<\/li>\r\n\t<li>Simple to set up and deploy<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of NPS<\/strong><\/p>\r\n<ul>\r\n\t<li>Small sample sizes and simple responses can lead to unclear conclusions.<\/li>\r\n\t<li>The results usually depend on <a href=\"https:\/\/hbr.org\/2019\/10\/where-net-promoter-score-goes-wrong\" target=\"_blank\" rel=\"noopener\">context and the subjective framework<\/a>, meaning they can be oversimplified. Deploying NPS without a proper plan can result in spotty data that doesn\u2019t create a complete picture of customer sentiment.<\/li>\r\n<\/ul>\r\n<p>NPS can be a highly effective way to measure changes in customer sentiment throughout the customer journey. It can also be a great way to measure the changes in user attitudes in aggregate if it\u2019s deployed at moments where you already suspect changes might happen.<\/p>\r\n<h4>Customer Satisfaction (CSAT)<\/h4>\r\n<p>CSAT measures customer sentiment in terms of satisfaction with a product, service, brand, or interaction.<\/p>\r\n<p>Usually, either a five-point or 10-point scale is used, and customers are asked how strongly they agree or disagree with a statement like: \u201cHow would you rate your overall satisfaction with [company\/service]?\u201d<\/p>\r\n\r\n[caption id=\"attachment_102920\" align=\"alignnone\" width=\"1412\"]<img class=\"size-full wp-image-102920\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.35.59-PM.png\" alt=\"CSAT scores to determine customer sentiment\" width=\"1412\" height=\"582\" \/> <em> CSAT scores are used to determine how users feel about certain statements. Source: <a href=\"https:\/\/monkeylearn.com\/csat\/\" target=\"_blank\" rel=\"noopener\">MonkeyLearn<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s then expressed internally as a percentage score.<\/p>\r\n<p>(Number of satisfied customers (4 and 5) \u00f7 Number of survey responses) \u00d7 100 = % of satisfied customers<\/p>\r\n<p>Scores lower than four are discarded. CSAT is widely-used, with <a href=\"https:\/\/www.smartkarrot.com\/resources\/blog\/customer-satisfaction-benchmark\/\" target=\"_blank\" rel=\"noopener\">benchmarks<\/a> available by industry. For example, ecommerce averages 88%, logistics 89%, and hospitality 89%.<\/p>\r\n<p><strong>Advantages of CSAT<\/strong><\/p>\r\n<ul>\r\n\t<li>Simple to deploy and measure<\/li>\r\n\t<li>Easy to respond to and familiar to more people<\/li>\r\n\t<li>Can be effective for identifying friction points<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of CSAT<\/strong><\/p>\r\n<ul>\r\n\t<li>Reflects short-term sentiment<\/li>\r\n\t<li>Low response rate (around <a href=\"https:\/\/www.voxco.com\/blog\/csat-surveys-a-detailed-guide-on-importance-calculation-and-improving-csat-scores\/#:~:text=Anything%20around%2050%25%20or%20higher,all%20industries%20is%20about%2015%25.\" target=\"_blank\" rel=\"noopener\">15% average across industries<\/a>) means data can be skewed<\/li>\r\n<\/ul>\r\n<h4>Customer Effort Score (CES)<\/h4>\r\n<p>CES uses a 1\u20135 or 1\u20137 scale to measure how easy it is to use your products or services based on the efforts customers make to interact with them.<\/p>\r\n<p>These surveys help you find if a customer struggles when performing certain actions during their interaction with your business.<\/p>\r\n\r\n[caption id=\"attachment_102926\" align=\"alignnone\" width=\"1570\"]<img class=\"size-full wp-image-102926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.39.46-PM.png\" alt=\"CES to measure effort\" width=\"1570\" height=\"800\" \/> <em>CES measures how much effort users exerted while performing certain tasks.\u00a0 Source: <a href=\"https:\/\/www.babelforce.com\/solutions\/\" target=\"_blank\" rel=\"noopener\">babelforce<\/a>.<\/em>[\/caption]\r\n\r\n<p>Low-effort interactions are a good predictor of loyalty and growth, especially if they\u2019re critical interactions such as initial purchase, or potentially high-friction bottlenecks in process or UI.<\/p>\r\n<p>In service interactions, 96% of customers who had a high-effort interaction <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/unveiling-the-new-and-improved-customer-effort-score\" target=\"_blank\" rel=\"noopener\">became disloyal<\/a> compared to just 6% who had a low-effort interaction, and \u201ccustomer effort is 40% more accurate at predicting customer loyalty as opposed to customer satisfaction.\u201d<\/p>\r\n<p><strong>Advantages of CES<\/strong><\/p>\r\n<ul>\r\n\t<li>Simple and standardized, easy to respond to<\/li>\r\n\t<li>Offer immediate opportunities for local improvement<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of CES<\/strong><\/p>\r\n<ul>\r\n\t<li>Lack of context in terms of global satisfaction<\/li>\r\n\t<li>No qualitative data or reasons for poor scores<\/li>\r\n<\/ul>\r\n<h4>Using CES, CSAT, and NPS<\/h4>\r\n<p>These are all subjective measures of customer sentiment. Rather than asking how they stack up, it makes more sense to talk about how to use them.<\/p>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 96px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Local or Global<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Sentiment Measured<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Likelihood of Response<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Detailed Response<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>NPS<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Global<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Positive<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">High<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Sometimes<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>CSAT<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Local<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Positive<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Mid<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">No<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>CES<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Local<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Negative<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Low<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">No<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p><br \/>\r\nUse CES to measure where you think there\u2019ll be friction, CSAT to measure where you think there\u2019ll be immediate changes in satisfaction, and NPS for everything else.<\/p>\r\n<h3>Customer Sentiment Measurements Without Direct Feedback<\/h3>\r\n<p>In addition to metrics sourced from direct customer feedback, there are metrics that indirectly indicate customer sentiment: churn rate and customer lifetime value.<\/p>\r\n<h4>Churn Rate<\/h4>\r\n<p>Churn rate is a metric used to calculate at which rate a customer or a client stops using your products or services. It\u2019s a major (and familiar) concern for XaaS companies.<\/p>\r\n\r\n[caption id=\"attachment_102932\" align=\"alignnone\" width=\"1370\"]<img class=\"size-full wp-image-102932\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.45.49-PM.png\" alt=\"Churn Rate Formula\" width=\"1370\" height=\"748\" \/> <em>Churn rate helps brands understand where and when customers are dropping off in their journey. Source: <a href=\"https:\/\/snov.io\/glossary\/churn-rate\/\" target=\"_blank\" rel=\"noopener\">Snov.io<\/a>.<\/em>[\/caption]\r\n\r\n<p>This is just a very straightforward version of the formula. The <a href=\"https:\/\/mcgaw.io\/blog\/aarrr-pirate-metrics-for-startups\/#gs.730wmt:~:text=Retention%3A%20Your%20Customers%20and%20Visitors%20Should%20Stick%20Around\" target=\"_blank\" rel=\"noopener\">Pirate Metrics<\/a> guide covers more complex, weighted, segmented churn calculations, which are more granular.<\/p>\r\n<p>Churn is one of the most impactful metrics when it comes to understanding customer sentiment and, ultimately, your brand\u2019s bottom line. Improving retention by <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">as little as 5%<\/a> can drive profitability increases of 25\u201395%.<\/p>\r\n<p>By looking at the customer journey and identifying where and why customers are churning, you can determine the post-signup friction points. Churn rate is a metric you can use to build your customer journey as well as test its effectiveness.<\/p>\r\n<h4>Customer Lifetime Value (LTV)<\/h4>\r\n<p>Customer Lifetime Value (LTV) is the total worth of a customer to a business. The metric gives you a simple basis to segment customers into groups, based on the highest and lowest LTV. This lets you start constructing customer journeys for different customer types.<\/p>\r\n<p>If you\u2019re also tracking churn, you can identify the customers with the highest LTV, map their journeys, catch them before they churn, and know roughly how much that intervention was worth to your company.<\/p>\r\n<p>Combining sentiment measured from direct and indirect feedback gives the entire picture of how your customers actually feel about your brand.<\/p>\r\n<h3>Now, It\u2019s Your Turn<\/h3>\r\n<p>By collecting customer sentiment information via NPS, CSAT, CES, Churn, or CLV, you can start to answer <a href=\"https:\/\/mcgaw.io\/blog\/how-to-ask-analytics-questions\/\" target=\"_blank\" rel=\"noopener\">analytics questions<\/a> to help refine your customer journey.<\/p>\r\n<p>These questions include:<\/p>\r\n<ul>\r\n\t<li>What are the stages of your customer journey that lead to dissatisfaction or drop-off?<\/li>\r\n\t<li>What do customers do right before they upgrade to a higher tier?<\/li>\r\n\t<li>How do the customers perceive the steps in the journey?<\/li>\r\n\t<li>How do individual interactions impact global satisfaction and loyalty?<\/li>\r\n<\/ul>\r\n<p>Go out and try it out for yourself, but be sure you\u2019re equipped with the right tools in your martech stack. These tools will help you transform your customer engagements into more meaningful cross-channel experiences. As a result, customers will thank you with loyalty, retention, and they may even become brand advocates.<\/p>\r\n<p><em>Learn more about how the <a href=\"https:\/\/iterable.partnerpage.io\/partners\/solutions\/mcgawio\">Iterable x McGaw partnership<\/a> can help you achieve marketing goals. To discover more about Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">customer sentiment measurement<\/a>, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Top Metrics to Keep an Eye on When Determining Customer Sentiment","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-metrics-to-keep-an-eye-on-when-determining-customer-sentiment","to_ping":"","pinged":"","post_modified":"2022-08-04 10:02:33","post_modified_gmt":"2022-08-04 17:02:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102907","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Customer Sentiment: McGaw x Iterable\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-metrics-to-keep-an-eye-on-when-determining-customer-sentiment\/"},{"ID":102719,"post_author":"79","post_date":"2022-08-02 08:25:03","post_date_gmt":"2022-08-02 15:25:03","post_content":"<p>Everyone (or, just about everyone) has a smartphone today. In a recent report from <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">bankmycell<\/a>, they found that, as of July 2022, 6.65 billion people around the world have a smartphone. That\u2019s 83% of the world\u2019s population. This is why marketers are adapting their strategies to include mobile marketing\u2014it\u2019s a widespread channel that can connect brands directly to the consumer.\u00a0<\/p>\r\n<p>A piece of the mobile marketing puzzle, however, that\u2019s becoming more present in brand strategies is SMS marketing. That is, using text messages to send marketing communications directly to users\u2019 phones.\u00a0<\/p>\r\n<p>In the first part of our series we covered the basics of <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opting in and out<\/a> of a brand's text messages. Now, we want to explore the first layer of individualization: SMS keywords.<\/p>\r\n<h3>What is an SMS Keyword?<\/h3>\r\n<p>Think about how people use keywords to search the web. They go to Google, type in a word or phrase they are searching for, and are then given results based on that keyword. It\u2019s a similar process for SMS keywords.\u00a0<\/p>\r\n<p>Basically, SMS keywords are a way for consumers to tell brands which content they find the most interesting and relevant. So, instead of brands sending every text message to every customer about every topic, they can use keywords to segment which customers get which messages.<\/p>\r\n<p>Take a look at this SMS message from <a href=\"https:\/\/www.nudgetext.com\/\" target=\"_blank\" rel=\"noopener\">The Nudge<\/a>, a virtual planner. They could send every customer updates about all types of cuisines, but what if a customer doesn\u2019t like certain types of food? What if they\u2019re vegan?\u00a0<\/p>\r\n\r\n[caption id=\"attachment_102720\" align=\"alignnone\" width=\"898\"]<img class=\"size-full wp-image-102720\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-01-at-10.52.47-AM.png\" alt=\"SMS Keywords from the Nudge\" width=\"898\" height=\"1250\" \/> <em>The Nudge uses SMS keywords to figure out which cuisines their customers are interested in.\u00a0<\/em>[\/caption]\r\n\r\n<p>By creating keywords like \u201cBURGERS\u201d or \u201cVEGAN\u201d and asking customers to respond back with the keyword they\u2019re interested in, The Nudge can narrow down which messages to send going forward. This not only creates a better overall experience for each customer, but it promotes engagement because the messages are relevant to each user.<\/p>\r\n<h3>Why Should I Use SMS Keywords?<\/h3>\r\n<p>Keywords are a gateway to <a href=\"https:\/\/iterable.com\/blog\/using-sms-keywords-for-deeper-personalization\/\" target=\"_blank\" rel=\"noopener\">individualized user experiences<\/a> not only through mobile channels, but all marketing channels.\u00a0<\/p>\r\n<p>Through texting, SMS keywords give you access to customer preferences. Instead of hoping a customer finds your messages relevant, you know for a fact that they\u2019re interested in the information you\u2019re sending. Collecting zero-party data, directly from the customer, is a surefire way to deliver on expectations.<\/p>\r\n<h4>Cross-Channel Customization<\/h4>\r\n<p>But, take it a step further and you\u2019ll be able to apply these preferences to multiple marketing channels. With a marketing platform that centralizes customer data, SMS keywords can be tied to a user profile. Then, any marketing communications, sent through any marketing channel, can align with the topic the user has expressed interest in.\u00a0<\/p>\r\n<p>Can\u2019t you get this preference information via email? You absolutely can. But, SMS marketing may be more efficient. According to <a href=\"https:\/\/manychat.com\/blog\/sms-vs-email-marketing-2021\/#:~:text=Open%20rate,higher%20than%20emails%20as%20well.\" target=\"_blank\" rel=\"noopener\">ManyChat<\/a>, \u201cThe average open rate for an <a href=\"https:\/\/www.crazyegg.com\/blog\/sms-marketing-program\/\" target=\"_blank\" rel=\"noopener\">SMS campaign is as high as 98%<\/a> while email rings in at just 20%.\u201d\u00a0<\/p>\r\n<p>So, if a customer tells The Nudge, through text, that they are only interested in DUMPLINGS, they should be able to attach that preference to the user\u2019s profile and send dumpling recommendations through email, in-app messaging, push notifications, direct mail, and, of course SMS. The added bonus? These can all be automated.<\/p>\r\n<h4>SMS Keywords for Automation<\/h4>\r\n<p>One huge benefit of SMS keywords we haven\u2019t yet touched on is the fact that, even while creating individualized conversations for each customer, they allow for automation. A member of your marketing team doesn\u2019t have to manually respond to each text from every customer\u2014phewf.\u00a0<\/p>\r\n<p>By creating a set number of keywords your customers can choose from, you can automate the next steps in the customer journey. The Nudge has seven total keywords to choose from: \u201cBURGERS,\u201d \u201cDUMPLINGS,\u201d \u201cSANDWICHES,\u201d \u201cVEGAN,\u201d \u201cTACOS,\u201d \u201cWINGS,\u201d and \u201cTHAI.\u201d If a customer sends back \u201cWINGS,\u201d they can get automatically added to the wings journey and receive triggered text messages only related to this cuisine.\u00a0<\/p>\r\n<p>This automated journey can also be cross-channel. Once users are added to a specific journey, you can trigger messages to send through various marketing channels. You can have emails, direct mail, and push notifications all related to one SMS keyword. That keyword gives customers access to an individualized journey.<\/p>\r\n<p>The key here is offering keywords that are specific enough to align with each customers\u2019 preferences while also being broad enough to capture everyone who may be interested. If you do have automated journeys set up, it\u2019s imperative that they resonate with your audiences.\u00a0<\/p>\r\n<p>Also, be sure your keywords are intuitive and easy to remember, so customers can respond at any time. With SMS marketing, the lines of communication are always open.<\/p>\r\n<h3>Starting a Conversation with Customers<\/h3>\r\n<p>SMS keywords give you the opportunity to start a two-way conversation with your customers. Keywords give you the chance to get more granular in your messaging and\u00a0 hear what your customers prefer through an open dialogue with them.\u00a0<\/p>\r\n<p>SMS marketing, plus the use of SMS keywords, provides an avenue to collect valuable zero-party customer data that can be activated with the right martech platform, ultimately individualizing each customer experience. As part of an orchestrated cross-channel approach, this elevates the consumer experience with brand communications to match their specific interests, motives, and behaviors. When customers respond with a keyword it\u2019s an opportunity to learn about them and tweak their experience in real-time as they proceed through their journey.\u00a0<\/p>\r\n<p>A seamless cross-channel customer experience plays to each channel\u2019s strengths. Because of its individualization capabilities, SMS marketing is gaining traction and becoming a highly valuable marketing channel. Don\u2019t miss out on the benefits.<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"SMS Marketing Part II: SMS Keywords","post_excerpt":"We've covered the basics of opting in and out. Now, we want to explore the first layer of individualization: SMS keywords.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-ii-sms-keywords","to_ping":"","pinged":"","post_modified":"2022-08-29 06:40:14","post_modified_gmt":"2022-08-29 13:40:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102719","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Keywords\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/"},{"ID":102733,"post_author":"79","post_date":"2022-08-01 10:13:19","post_date_gmt":"2022-08-01 17:13:19","post_content":"<p>Activate is coming home! From September 7-9 <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> will convene in San Francisco. Our marquee event is back in our hometown after a few years bringing together marketing professionals from near and far to share experiences, ask questions, and re-ignite that marketing spark. We\u2019re thrilled that this year we can offer not one, not two, but three session tracks, chock full of actionable takeaways. These tracks are the strategy track, the execution track, and the professional development track.<\/p>\r\n<p>To give you an idea of what to expect, we\u2019re providing a sneak peek at some of the sessions (can\u2019t spill all the secrets! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Come see them in person<\/a>.) each track will include. To start, however, we\u2019re going to take a look at our strategy track: Gaining Marketing Momentum.<\/p>\r\n<h3>The Strategy Track: Gaining Marketing Momentum<\/h3>\r\n<p>The sessions in the strategy track cover big-picture ideas. We\u2019ve named this track \u201cGaining Marketing Momentum\u201d because these overarching concepts can get the snowball rolling and lead to impressive results. Marketers from a variety of industries and brands will share their ideas, concepts, and thought leadership. In our Dreamers, Builders, and Makers framework, this strategy track aligns best with the dreamers. Future-thinking, innovative marketers will want to attend these sessions.<\/p>\r\n<h4>Find Your Target: Reaching Different Personality Types Without Flooding Your Marketing Channels<\/h4>\r\n<p>This track includes a session from Tim Hemingway, SVP of Commerce at Havas Media. Tim\u2019s presentation will focus on the human side of marketing and the fact that often, how we like to be communicated with isn\u2019t always the same as what our customers prefer. Tim will break down various marketing channels and tools, and how they can be used to appeal to different personality types. You\u2019ll learn how to break out of your comfort zone and communicate with your customers in the ways they prefer.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> understanding your audience and meeting their needs.<\/p>\r\n<h4>Building Long Term Value to Keep Customers Engaged<\/h4>\r\n<p>Sterling Bailey, Sr. Director of Marketing Infrastructure at Evernote, will take the Activate Stage to talk about how long-term value is essential to reducing churn. Sterling will share Evernote\u2019s evolution from \u201cbatch-and-blast\u201d beginnings, to looking deeper into customer habit journeys and adapting new features to help users stay on track with their goals. You\u2019ll discover ways to understand your users at a deeper level, and how to adapt your strategies to match exactly what your customers are looking for.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> customer engagement for long-term retention.<\/p>\r\n<h4>Test 1, 2, 3: Creating an A\/B Testing Framework<\/h4>\r\n<p>Alex Orton, Sr. Lifecycle Marketing Manager at Tally, will cover the dos and don'ts of developing an A\/B test testing framework. It\u2019s hard to evaluate something that\u2019s subjective if you don\u2019t have a framework in place. Join this session to uncover how to use Iterable to create an effective A\/B testing framework to clarify, guide, and power up your experiments.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> getting started with and enhancing A\/B testing strategies.<\/p>\r\n<h4>Beyond the Buzzword: Why it\u2019s Time to Ignore \u201cBest Practices\u201d<\/h4>\r\n<p>Allie Donovan, Head of Retention of Lifecycle Marketing at Quince, will talk about \u201cbest practices.\u201d Allie will discuss why it\u2019s time to throw out historical best practices, and look instead at individual demographics, behaviors, and testing strategies to maximize email engagement and revenue. You\u2019ll learn how to think differently and develop strategies for testing against best practices and you\u2019ll leave with fresh campaign ideas.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> fine tuning your campaigns to your specific business case.<\/p>\r\n<h3>Opening Keynote<\/h3>\r\n<p>Aside from the sessions in the tracks, we also have keynotes on both Thursday and Friday. The opening keynote on Thursday will be delivered by Iterable execs, including our CEO and Co-Founder, Andrew Boni. Andrew will talk about the state of marketing today, how customer expectations are changing, and how these expectations are impacting the mindset marketers need to adopt to succeed in the future.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> a bird\u2019s-eye view of marketing today and what it will look like going forward.<\/p>\r\n<h3>That\u2019s Not All<\/h3>\r\n<p>Like we said earlier, that\u2019s just a sneak peek at all of the content in the strategy track. We have more sessions in this track, plus two additional tracks, AND keynotes from some special guests. Stay tuned to learn more about the sessions we have in store!<\/p>\r\n<p>[video width=\"1920\" height=\"1080\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/IterableActivateNA_2022_PopPromo.mp4\"][\/video]<\/p>\r\n<p><em>And, of course, if you\u2019re not registered yet, what are you waiting for?! Be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register for Activate North America today<\/a> to make sure you don\u2019t miss out on this world-class marketing content.<\/em><\/p>","post_title":"Activate North America: Strategy Track Sneak Peek","post_excerpt":"To give you an idea of what to expect at Activate North America, we\u2019re providing a sneak peek at some of the strategy sessions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-north-america-strategy-track-sneak-peek","to_ping":"","pinged":"","post_modified":"2022-08-01 10:56:12","post_modified_gmt":"2022-08-01 17:56:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102733","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 01, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"activate north america strategy track\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-north-america-strategy-track-sneak-peek\/"},{"ID":102696,"post_author":"35","post_date":"2022-07-28 11:24:56","post_date_gmt":"2022-07-28 18:24:56","post_content":"<p>As a consumer, doesn't it feel like magic when you get the right recommendation at the right time? Well, marketers have seen behind the curtain and know it takes a lot more effort than a swift wave of a wand to make that happen. It's a bit more challenging than that\u2014though, wouldn't that be nice?\u00a0<\/p>\r\n<p>To help make the process of individualization feel a bit more like magic for the marketers behind the best experiences we've put together the four best steps you can take to make individualization a reality! Below, we've got a quick peek at the first one: Segmentation. But be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">download the full whitepaper<\/a> to get all the tips and tricks you need to make magic happen.\u00a0<\/p>\r\n<h3>Step 1 for Individualization Magic: Segmentation<\/h3>\r\n<p>Your audience is at the heart of your individualization efforts. After all, individualization is about creating an experience unique to each customer. To do so, however, you need to first start with segmentation. Understanding your audience and dividing them into similar groups\u2014based on available data\u2014gives you the ability to easily add some baseline individualization into your marketing messaging.<\/p>\r\n<h4>Watch Traditional Segmentation Strategies Transform!<\/h4>\r\n<p>Since we\u2019re trying to get to individualization, let\u2019s start there\u2026at the individual. Let\u2019s use the example of a 35-year-old customer buying a toy for a child. They discovered the toys through a quick online search, purchased a toy and received a follow up coupon prompting them to add their child\u2019s birthday to their profile.\u00a0<\/p>\r\n<p>Except, the customer doesn\u2019t have kids. They were buying a birthday gift for a friend\u2019s child.\u00a0<\/p>\r\n<p>Brands often make assumptions based on what customers have done in the past, not where they would like to go in the future. With traditional segmentation strategies, this customer would likely continue receiving irrelevant messaging about a child they don\u2019t have. To break old segmentation patterns and build the audience your brand wants, you need some new tricks.<\/p>\r\n<h4>3 Tricks for Better Segmentation<\/h4>\r\n<p>There\u2019s a popular process called the <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2\" target=\"_blank\" rel=\"noopener\">4 Disciplines of Execution framework (4DX)<\/a>, developed by FranklinCovey, that helps you execute your strategies more effectively. Ideally, after adopting the four disciplines into your processes, you have an actionable how-to plan. Well, we said we wanted you to feel like individualization is waving a magic wand, so we\u2019ve waved our own wand and condensed the four disciplines into <em><strong>three<\/strong><\/em> tricks you can start using today. As a preview, here's one of those tricks.\u00a0<\/p>\r\n<h5>Reflect and Visualize Your Ideal Audience<\/h5>\r\n<p>Instead of trying to come up with a comprehensive segmentation strategy for your entire database, reflect and visualize what your ideal audience looks like.\u00a0<\/p>\r\n<p>Here\u2019s the catch: just choose one. Otherwise, you\u2019ll get caught up in accomplishing everyday tasks, which <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2\" target=\"_blank\" rel=\"noopener\">FranklinCovey refers to as \u201cthe whirlwind.\u201d<\/a> \u00a0<\/p>\r\n<p>Your ideal customer may be a new market segment. It could be a set of existing customers that you\u2019re rolling out a new product to. Whoever it is, make sure you\u2019re clear on who you\u2019re trying to attract to your brand and why.<\/p>\r\n<p>Once you have a good grasp on who that ideal customer is, look into <strong>what is your team currently doing with segmentation that gets you closer to your ideal customer?<\/strong><\/p>\r\n<p>For example, <a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener\">Curology<\/a>, a personalized skincare brand, creates custom events for any customer data point, including whether members have uploaded a recent photo of their skin\u2019s progress.<\/p>\r\n<p>Those who haven\u2019t are segmented and sent a <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf\" target=\"_blank\" rel=\"noopener\">targeted SMS message<\/a> that reminds them to send a photo update and explains why it matters. Most importantly, members are able to snap a selfie and respond directly to the text\u2014dramatically reducing the friction in patient-to-provider response rates.<\/p>\r\n<p>Curology\u2019s segmentation becomes even more sophisticated during the customer journey. Email follow-ups are triggered automatically if members haven\u2019t shared a photo in a certain number of days.<\/p>\r\n<p>These strategies, amongst others, resulted in <a href=\"https:\/\/iterable.com\/customers\/curology\/\" target=\"_blank\" rel=\"noopener\">customer engagement increasing by 26%<\/a> and revenue increasing by 10%.<\/p>\r\n<p>Your ideal audience is engaged. As Curology shows, once you\u2019ve identified that audience, it\u2019s important to find the right interactions to add value to their experience.<\/p>\r\n<h3>Add Tricks Up Your Sleeve<\/h3>\r\n<p>Above is just the first segmentation trick we highlight in our individualization magic whitepaper. With the others, you'll have the tricks up your sleeve to make a joyful individualized experience that much easier to achieve. <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">Download your copy<\/a> today!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-102698\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Banner.png\" alt=\"Individualization Magic\" width=\"660\" height=\"164\" \/><\/a><\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"To help make the process of individualization feel a bit more like magic, we've put together the four best steps you need for success!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-07-28 11:24:56","post_modified_gmt":"2022-07-28 18:24:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102696","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"July 28, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":13,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102616,"post_author":"88","post_date":"2022-07-27 14:56:23","post_date_gmt":"2022-07-27 21:56:23","post_content":"<p>Customers have high expectations when it comes to the marketing messages they receive. They want messages tailored to them and their experiences. With so much customer data and a variety of powerful marketing tools available, brands should be able to create customized marketing campaigns\u2014on an individual level.<\/p>\r\n<p>There are four steps you can take towards individualization:\u00a0<\/p>\r\n<ol>\r\n\t<li aria-level=\"1\">Segmentation\u00a0<\/li>\r\n\t<li aria-level=\"1\">Lifecycle mapping<\/li>\r\n\t<li aria-level=\"1\">Journey building<\/li>\r\n\t<li aria-level=\"1\">Dynamic content<\/li>\r\n<\/ol>\r\n<p>While individualization isn\u2019t as easy as waving a magic wand, we\u2019re hoping this guide can add a little \u201cabra-cadabra\u201d to your marketing efforts.<\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-07-28 09:16:54","post_modified_gmt":"2022-07-28 16:16:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=102616","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 27, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102343,"post_author":"79","post_date":"2022-07-21 13:17:14","post_date_gmt":"2022-07-21 20:17:14","post_content":"<p>With the midway point of 2022 in the rearview, we figured it\u2019s as good a time as any to take a broader look at some global marketing trends.<\/p>\r\n<p>When implementing marketing strategies, it\u2019s easy to get tunnel vision. You have your brand, your audience, your channels\u2014that\u2019s all you focus on. And hey, we get it. After all, our whole platform is designed for creating individualized marketing campaigns, which requires you to zoom in on the details.<\/p>\r\n<p>Once in a while though, it\u2019s good to shake off the cobwebs, take a step back, and reevaluate.<\/p>\r\n<p>Every year, Deloitte releases a <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends.html\" target=\"_blank\" rel=\"noopener\">Global Marketing Trends report<\/a>. This year, Deloitte called out seven global trends with three of them really catching our eye: authentic inclusive marketing, meeting customers in a cookieless world, and a human-first data experience. Since these three are the most impactful when it comes to developing an individualized customer experience we thought it\u2019s worth taking a closer look.<\/p>\r\n<h3>Authentic Inclusive Marketing<\/h3>\r\n<p>We\u2019ve touched upon <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">authentic inclusive marketing<\/a> before, so it\u2019s no surprise that a global marketing trend highlights the <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/diversity-and-inclusion-in-marketing.html\" target=\"_blank\" rel=\"noopener\">ever-diversifying customer base<\/a>. It\u2019s not just about including diversity in your marketing, however\u2014it\u2019s about brand values. Without aligning core values to promoting diversity and inclusivity, any effort a brand makes to take part in this trend will come across as inauthentic. And younger generations are taking note.<\/p>\r\n<p>According to Deloitte, across all surveyed industries, those ages 18-25 notice inclusive advertising more often when it comes to making a purchase decision.<\/p>\r\n\r\n[caption id=\"attachment_102362\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102362\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Inclusive-marketing-trend.webp\" alt=\"Inclusive Marketing as a Global Marketing Trend\" width=\"800\" height=\"407\" \/> <em>Younger generations are more aware of inclusive marketing efforts. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/diversity-and-inclusion-in-marketing.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, like we said earlier, it\u2019s not just about the advertising, it\u2019s about deeper values. In fact, \u201c57% of consumers are more loyal to brands that commit to addressing social inequities in their actions.\u201d That percentage jumps to 94% when looking at just Gen Z. Plus, \u201c90% [of Gen Z respondents] say they are more willing to purchase products that they deem beneficial to society.\u201d<\/p>\r\n<p>We saw this in action in 2019 when Beauty brand <a href=\"https:\/\/www.benefitcosmetics.com\/en-gb\" target=\"_blank\" rel=\"noopener\">Benefit Cosmetics<\/a> hired model Kate Grant as their brand ambassador. Hiring a brand ambassador with Down Syndrome was a huge step for the beauty brand in their inclusivity efforts and those of the cosmetics industry at large.<\/p>\r\n\r\n[caption id=\"attachment_102356\" align=\"alignnone\" width=\"1152\"]<img class=\"size-full wp-image-102356\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-today-series-love-your-body-benefit-cosmetics-hires-kate-grant-model-down-syndrome-ambassador-t146695-2022-07-20-09_50_23-edit.png\" alt=\"Benefit Cosmetics Inclusive Marketing\" width=\"1152\" height=\"1834\" \/> <em>Kate Grant models liquid eyeliner for Benefit Cosmetics, showing that beauty is diverse. Source: <a href=\"https:\/\/www.today.com\/series\/love-your-body\/benefit-cosmetics-hires-kate-grant-model-down-syndrome-ambassador-t146695\" target=\"_blank\" rel=\"noopener\">Today<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, Benefit Cosmetics not only advertises inclusivity, they also live by these values. Their website has accessibility settings like contrast adjustments and the ability to disable animations. Plus, they support social causes for equality, like by becoming a partner of <a href=\"https:\/\/dontbanequality.com\/\" target=\"_blank\" rel=\"noopener\">Don\u2019t Ban Equality<\/a>, in support of reproductive rights.<\/p>\r\n<p>The most important aspect of inclusive marketing is taking the next step. One ad or message doesn\u2019t convey authenticity to your audience, and neither does explicitly calling out the inclusiveness of your marketing. That can feel like patting yourself on the back. To remedy this, focus on inclusivity early and often in your strategies. If it\u2019s baked in from the beginning, it will appear throughout your campaigns and become less of a focus, and more of an inherent part of your brand, which consumers notice and appreciate.<\/p>\r\n<h3>Meeting Customers in a Cookieless World<\/h3>\r\n<p>At this point, we\u2019re all aware of the phasing out of third-party cookies. Third-party agencies have historically collected and sold customer data to help marketers generate leads and better target their content. But, with <a href=\"https:\/\/www.cookiebot.com\/en\/google-third-party-cookies\/\" target=\"_blank\" rel=\"noopener\">Google ending third-party cookies in Chrome,<\/a> the focus for marketers has shifted to \u201chow do I connect with audiences without third-party data?\u201d<\/p>\r\n<p>Instead of using third-party cookies to gather customer data, brands have to switch to collecting <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a>. Zero-party data is data that comes directly from the customer. This includes surveys, account preferences\/profiles, customer service, reviews, etc. First-party data is implicitly collected from customers interacting with your brand. So, if a customer visits your site, for example, their behavior on the site is collected as first-party data.<\/p>\r\n<p>According to <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/the-future-of-marketing-in-a-third-party-cookieless-world.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>, 61% of high-growth companies (those with at least 10% growth over the past year) are shifting towards a first-party data strategy.<\/p>\r\n\r\n[caption id=\"attachment_102368\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102368\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Cookieless-Marketing.webp\" alt=\"Shift towards first-party data\" width=\"800\" height=\"837\" \/> <em>More than half of brands with high growth and 1-10% growth have shifted towards using first-party data. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/the-future-of-marketing-in-a-third-party-cookieless-world.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>High-growth companies are ahead of negative-growth companies (51% compared to 36%) when using first-party data to deliver personalized content via \u201cdynamic creative optimization.\u201d This caught our eye because Deloitte labels this approach as a more sophisticated method for using first-party data.<\/p>\r\n<p><a href=\"https:\/\/www.cotopaxi.com\/\" target=\"_blank\" rel=\"noopener\">Cotopaxi<\/a>, an outdoor apparel brand, uses first-party data and dynamic content to create their abandoned cart campaigns. By collecting browsing and cart data while a customer is on their site, Cotopaxi can deliver highly individualized campaigns without relying on third-party cookies.<\/p>\r\n\r\n[caption id=\"attachment_102350\" align=\"alignnone\" width=\"1922\"]<img class=\"size-full wp-image-102350\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-reallygoodemails-emails-dont-leave-a-good-cart-behind-2022-07-20-10_33_27-edit.png\" alt=\"Cotopaxi Abandoned Cart Email\" width=\"1922\" height=\"4962\" \/> <em>First-party data is collected when a customer visits and browses the Cotopaxi site. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-leave-a-good-cart-behind\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>First-party data is collected during a direct interaction between the customer and your brand and used to build personalized marketing messages. When looking to build a deeper, longer-lasting connection with your audience, few things are more useful than their behavioral data in helping marketers individualize the experience. In your strategies, incorporate opportunities for customers to give you data points that help fill out the customer profile. As the lifecycle progresses, you\u2019ll be able to tailor your messaging better and better to each user.<\/p>\r\n<h3>Human-First Data Experience<\/h3>\r\n<p>Data is often thought of as cold and robotic\u2014just numbers, lacking emotion. It\u2019s a collection of zeros and ones that provide brands with information that helps them market and, ultimately, make a sale. But now, the global marketing trend is shifting to a more empathetic use of data.<\/p>\r\n<p>Like we mentioned in the previous section, there\u2019s a vast amount of customer data available today. Brands have everything they need to build individual profiles and create an emotional connection with customers. But, with that, brands have to be careful to not blur the line between helpful and creepy.<\/p>\r\n\r\n[caption id=\"attachment_102374\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102374\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Creepy-vs.-Helpful.webp\" alt=\"Creepy versus Helpful Tracking Features\" width=\"800\" height=\"464\" \/> <em>Features were given a net helpful score by combining how helpful versus. how creepy customers found them to be. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/using-customer-data-to-build-trust-helpful-or-creepy.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>What <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/using-customer-data-to-build-trust-helpful-or-creepy.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a> pulled from the above data is that in-depth tracking methods (active listening, location tracking, etc.) land more on the creepy end of the spectrum than the helpful end.<\/p>\r\n<p>\u201cOn the other hand, almost every one of our scenarios that were grounded in brand relationships\u2014and shied away from in-depth tracking\u2014were ranked by customers as the most helpful interactions. These relationships included some customer benefit such as a special offer or timely repurchase reminder.\u201d<\/p>\r\n<p>Streaming giant <a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a> has a ton of data available for each customer. What\u2019s important to note with their recommendations, though, is that there is a clear relationship established between Netflix and the customer already.<\/p>\r\n\r\n[caption id=\"attachment_102344\" align=\"alignnone\" width=\"1377\"]<img class=\"size-full wp-image-102344\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-reallygoodemails-emails-what-to-watch-after-the-queens-gambit-2022-07-20-10_52_48-edit.png\" alt=\"Netflix Recommendations use Human-First Data\" width=\"1377\" height=\"5769\" \/> <em>Netflix provides recommendations based on historical data. Clearly nodding to the established relationship. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/what-to-watch-after-the-queens-gambit\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Brands should think about their customer relationships like any other relationship. If you\u2019ve Googled a bunch of stuff about a person and haven\u2019t actually met them yet, blurting out that you know where they went to high school when you first meet them will creep them out. Same goes for brands and customers. Ease into how you use customer data to build trust and relationships.<\/p>\r\n<h3>Customer-Focused Global Marketing Trends<\/h3>\r\n<p>Each of these trends demonstrates a focus on the customer. Whether promoting inclusivity and social impact, collecting data from experiences, or using data to individualize content, these global marketing trends put the customer first.<\/p>\r\n<p>With customers expecting more and more individualization, a key to your marketing\u2019s success is focusing on the customer first. What\u2019s their context? Why are they shopping with you? What makes sense for them? By asking these questions, you\u2019re already one step ahead, now it\u2019s time to put these strategies in motion.<\/p>\r\n<p><em>To learn more about how your brand can put each customer at the center of your marketing messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Revisiting 2022\u2019s Top Global Marketing Trends","post_excerpt":"With the midway point of 2022 in the rearview, we figured it\u2019s as good a time as any to take a broader look at some global marketing trends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"revisiting-2022s-top-global-marketing-trends","to_ping":"","pinged":"","post_modified":"2022-10-03 10:55:57","post_modified_gmt":"2022-10-03 17:55:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102343","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Global Marketing Trends\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/revisiting-2022s-top-global-marketing-trends\/"},{"ID":102267,"post_author":"87","post_date":"2022-07-20 10:27:33","post_date_gmt":"2022-07-20 17:27:33","post_content":"<p>Have you ever received a product recommendation totally off base for you, and gotten the ick from that brand? Like, no, I do not want to buy a broomstick or a cape right now. <em>Maybe when I\u2019m executing my marketing campaigns later.<\/em><\/p>\r\n<p>Individualizing the customer journey doesn\u2019t have to be like pulling rabbits out of a hat, although it can certainly feel like a magic trick when done right. In fact, companies that excel at personalization generate 40% more revenue (McKinsey). It\u2019s clear individualization is the path forward for marketers, not just the standard personalization we\u2019ve all been shooting for.<\/p>\r\n<p>In this webinar, our Senior Manager of Solutions Consulting, Katie Barends, sits down with Sofia Casson, Marketing Executive, from Butternut Box to chat through what it means to individualize your customer journey and how they are doing it today.<\/p>\r\n<p><strong>There are no tricks up our sleeves here, walk away from this webinar knowing:<\/strong><\/p>\r\n<ul>\r\n\t<li>What individualization is and how it\u2019s different from personalization<\/li>\r\n\t<li>The 4 steps to individualizing the customer experience<\/li>\r\n\t<li>Real life examples of individualization and its impact on key business results<\/li>\r\n<\/ul>\r\n<p><em>Begin executing on these tips and tricks today with our<\/em> <em><a href=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/Iterable-Your-Checklist-for-Creating-Individualization-Magic.pdf\">Checklist for Creating Individualization Magic<\/a><\/em>.<\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-08-11 12:14:58","post_modified_gmt":"2022-08-11 19:14:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=102267","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"July 20, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":8,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102281,"post_author":"79","post_date":"2022-07-19 11:37:11","post_date_gmt":"2022-07-19 18:37:11","post_content":"<p>Sigh, it\u2019s like we can\u2019t catch a break. So much has happened over the past two years and now <a href=\"https:\/\/www.cnbc.com\/2022\/07\/02\/some-experts-say-a-recession-is-coming-how-to-prepare-your-portfolio.html\" target=\"_blank\" rel=\"noopener\">some experts<\/a> are saying we\u2019re heading towards a recession.<\/p>\r\n<p>Defined as \u201ca <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/what-is-a-recession\/\" target=\"_blank\" rel=\"noopener\">significant decline in economic activity<\/a> that lasts for months or even years,\u201d a recession is classified by certain criteria. These, according to <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/what-is-a-recession\/\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, include: negative gross domestic product (GDP), rising levels of unemployment, falling retail sales, and contracting measures of income and manufacturing for an extended period of time.<\/p>\r\n<p>We\u2019re not trying to be Negative Nancy\u2026.more like Prepared Polly. It pays to be prepared, so whether the impact has been great or minimal, we want you to feel confident in your marketing strategies to survive the impending period of decreased spending. To help, let\u2019s talk tips for marketing in a recession.<\/p>\r\n<p>But, before we dive into the marketing tips, it\u2019s important to briefly touch on why the recession is happening in the first place.<\/p>\r\n<h3>Why Now?<\/h3>\r\n<p>It was originally speculated that, in a post-pandemic world, there\u2019d be an economic boom. People were home, out of work, and spending less. Now\u2014because the pandemic has slowed a bit and we\u2019ve returned to a quasi-normal existence\u2014experts expected an increase in demand.<\/p>\r\n<p>With multiple factors, in addition to COVID-19, playing a part, however, the opposite happened. <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/is-a-recession-coming\/\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> points to three factors that are contributing to Americans\u2019 current concerns of a recession: inflation and supply chain disruptions, Federal interest rate hikes, and yield curve inversion.<\/p>\r\n<p>Knowing these factors could cause a recession, how should marketers prepare?<\/p>\r\n<h3>Marketing in a Recession<\/h3>\r\n<p>A recession means less consumer spending. People aren\u2019t going to be as receptive to advertising with both prices and unemployment increasing. Marketers have to tread lightly between customer needs and selling products, understanding\u2014and being sensitive to\u2014the financial climate.<\/p>\r\n<h4>Marketing Budget<\/h4>\r\n<p>Brands\u2019 first instinct for marketing in a recession may be to decrease overall marketing budget. The thought being, if people aren\u2019t going to be shopping, what\u2019s the point in putting dollars behind marketing efforts? But, according to <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a> (HBR), that\u2019s not necessarily the right move. In fact, according to HBR, \u201cCompanies that have bounced back most strongly from previous recessions usually did not <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0167811605000108\" target=\"_blank\" rel=\"noopener\">cut their marketing spend<\/a>, and in many cases actually increased it.\u201d<\/p>\r\n<p>While HBR recommends maintaining\u2014maybe even increasing\u2014your marketing budget during a recession, how the money is spent should change.<\/p>\r\n<p>This brings us to <strong>our first tip for marketing in a recession: reinvest in R&amp;D.<\/strong><\/p>\r\n<p>HBR advises businesses to refocus their marketing money towards R&amp;D and, as counterintuitive as it may be, actually launch new products during a recession. \u201cProducts launched during a recession have both higher long-term survival chances and higher sales revenues.\u201d<\/p>\r\n<p>With fewer new products flooding the market and brands investing in their most promising ventures, products launched just after the midpoint of a recession end up being highly successful.<\/p>\r\n<h4>Marketing Promotions<\/h4>\r\n<p>With fewer sales being made, brands often jump the gun and increase their prices to make up the difference. And, as HBR points out, once it\u2019s evident that customers still aren\u2019t buying, these businesses then have to price-cut with promotions. What\u2019s interesting, however, is that it\u2019s not the price increase that decreases market share, it\u2019s actually the flip-flopping between high and low prices that <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">negatively impacts brands<\/a>.<\/p>\r\n<p><a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/10\/myths-on-marketing-in-recession\/\" target=\"_blank\" rel=\"noopener\">Dr. Koen Pauwels<\/a>, Marketing Professor at Northeastern University, says that if you can afford to reduce regular product prices during a recession, by all means, go for it. But, if you can\u2019t comfortably reduce prices for the foreseeable future and have to revert back to regular (or inflated) prices after a promotional price-cut, it could have negative effects.<\/p>\r\n<p><strong>Our second tip for marketing in a recession: pick prices and stick to them.<\/strong><\/p>\r\n<p>In a healthy economic climate, customers can afford regular pricing, so they aren\u2019t as upset when prices return to normal. In a recession however, as Dr. Pauwels mentions, \u201cwhen unemployment becomes problematic, the <a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/10\/myths-on-marketing-in-recession\/\" target=\"_blank\" rel=\"noopener\">market tends to shift toward a prevention focus<\/a> (avoid bad outcomes), which we showed yields less sales gains from the temporary price cut.\u201d<\/p>\r\n<h4>Brand Awareness<\/h4>\r\n<p>With most brands cutting advertising budgets and cutting their share of voice in the market, being able to maintain or even increase advertising efforts can be beneficial. In a time when consumers are shying away from purchasing, brands should promote their benefits and demonstrate why their products are still worth it, even in a recession.<\/p>\r\n<p><a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">HBR<\/a> points to <a href=\"https:\/\/www.reckitt.com\/\" target=\"_blank\" rel=\"noopener\">Reckitt Benckiser<\/a>, the world's biggest manufacturer of household cleaning supplies, as a prime example of successful increased advertising during the 2008 recession. According to <a href=\"https:\/\/www.economist.com\/business\/2009\/08\/20\/the-game-has-changed\" target=\"_blank\" rel=\"noopener\">The Economist<\/a> \u201cReckitt increased its spending on marketing by 25% [in 2008], when most of its competitors were cutting back. The firm takes pains to cater to all budgets. It sells four versions of its Finish dishwashing detergent, for example, at different prices.\u201d<\/p>\r\n<p><strong>Our final tip for marketing in a recession: make your name known and demonstrate your benefits.<\/strong><\/p>\r\n<p>Staying visible during a recession also helps gauge your brand\u2019s most loyal customers. Those who continue to make purchases can provide valuable data to better understand how loyal customers behave\u2014data which you can use both in, and after, a recession.<\/p>\r\n<p>Like <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">HBR<\/a> says, \u201c<a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/19\/what-should-we-use-our-marketing-budget-for-during-covid-19\/\" target=\"_blank\" rel=\"noopener\">Successful brand advertising<\/a> during a recession not only injects humor and emotion, but also answers for consumers the question: How can we help?\u201d<\/p>\r\n<h3>Understanding the Environment and the Customer<\/h3>\r\n<p>The overarching theme in all of these tips for marketing in a recession is the need to understand the environment. Whether reinvesting in R&amp;D, strategically sticking to pricing, or demonstrating brand values and product benefits, your marketing team needs to have a broader understanding of the climate in a recession.<\/p>\r\n<p>Let\u2019s also not forget the continued need for individualization. Like the Reckitt Benckiser example proves, every individual customer will have different needs and wants during a recession. By using historical data and continuously collecting new data through customers\u2019 interactions with your brand, you\u2019ll develop a better understanding of what they will each require. Don\u2019t put individualization efforts on the backburner when your customers need it most.<\/p>\r\n<p><em>To learn more about how to automate your marketing individualization efforts, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Tips for Marketing in a Recession","post_excerpt":"Want to feel confident in your marketing strategies during a period of decreased spending? Let\u2019s talk tips for marketing in a recession.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"tips-for-marketing-in-a-recession","to_ping":"","pinged":"","post_modified":"2022-07-19 11:37:11","post_modified_gmt":"2022-07-19 18:37:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102281","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing in a Recession\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/tips-for-marketing-in-a-recession\/"},{"ID":102212,"post_author":"79","post_date":"2022-07-18 13:11:17","post_date_gmt":"2022-07-18 20:11:17","post_content":"<p>Retail is constantly evolving. How customers prefer to shop, where they prefer to shop, various channels brands can use to connect\u2014there are a lot of variables. What\u2019s important, however, is that there continues to be growth. This year\u2019s <a href=\"https:\/\/internetretailing.net\/research\/rxgeu\/\" target=\"_blank\" rel=\"noopener\">Europe Growth 3000 Report,<\/a> from RetailX, features 3000 up-and-coming retailers and brands across 32 markets. Throughout the report these brands are examined to better understand the tools that are being implemented to help them succeed.<\/p>\r\n<p>More broadly, however, the report focuses on four key drivers of growth in European retail today: traffic, mobile shopping, delivery, and easy payments. In this article we\u2019re going to review these drivers to better understand how retail is evolving and, of course, how marketing strategies can be shifted to better align with the drivers. But first, we need to set the stage.<\/p>\r\n<h3>Setting the Retail Stage: Current Events<\/h3>\r\n<p>Global events can have a large impact on retail trends. When the pandemic reared its ugly head, retail brands were forced to undergo a major digital transformation to reach their customers at home. While the shockwaves from the pandemic may be diminishing, there are a variety of other current events having an impact on the European world of retail.\u00a0<\/p>\r\n<h4>The Economy<\/h4>\r\n<p>Inflation is delivering a heavy blow this year. As the report states, \u201cPrices are climbing and the cost of living [is] rising, following increases in energy prices and supply chain costs and delays. These at first were caused by the Covid-19 disruption but have since been exacerbated by Russia\u2019s invasion of Ukraine.\u201d\u00a0<\/p>\r\n<p>Inflation is causing shoppers to buy less than they did before the rise in cost of living, but, as a more notable result, a greater percentage of purchases are happening online now compared to pre-pandemic days. In April 2022 in the UK, 26.6% of retail transactions took place online. Before the pandemic, 19.7% of purchases were online.\u00a0<\/p>\r\n<p>As a result, 50% of 500 UK retailers surveyed by Brightpearl said they planned to increase their investment in retail software this year.<\/p>\r\n<h4>Sustainability<\/h4>\r\n<p>Another factor impacting retail growth is the consumer demand for sustainable shopping. According to <a href=\"https:\/\/www.yahoo.com\/now\/retail-industry-reshapes-hybrid-cloud-130000597.html?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAHeX0gpSFLBytfiP8xL1tvUMJdwp2LOq3VF42a4j7eqXKtnH9aqWWuJf47YQYi2gvWGh9doR4nH9PRxO0YBNlohRWcuedwfwPtDCOrgQoDrzFBdnP00Ecw9uT8c1FfaSgwfYH5xbh_SzEsys1YxDOffpjrBCg7Crz2t1OAxL0iVM\" target=\"_blank\" rel=\"noopener\">IBM<\/a>, 62% of shoppers were willing to change their purchases to help reduce the environmental impact of their purchases. Karl Haller, global leader at the consumer centre of competency at IBM Consulting, attributes this to shoppers wanting to more closely align their shopping behaviors with their values. Thus, the onus is on retailers to help customers understand how their products support sustainability.\u00a0<\/p>\r\n<p>As the report says, \u201cThose who continue to listen to their customers and give them the experience they want will have the best chance of success in this increasingly challenging environment.\u201d Meeting customer expectations will help drive brand growth.<\/p>\r\n<h3>Retail Growth Drivers<\/h3>\r\n<p>As mentioned earlier, in addition to meeting customer expectations, the RetailX Europe Growth 3000 Report touches on four drivers of growth: traffic, mobile shopping, delivery, and easy payments. Each of these drivers are proving to be determining factors in the success of retail brands. Let\u2019s dive into why.<\/p>\r\n<h4>Website Traffic<\/h4>\r\n<p>It\u2019s no surprise that getting more visitors to your website will increase the likelihood of purchases. But, to further that growth, brands need to consider the entire customer experience on their website. One aspect of this experience is product search.<\/p>\r\n<p>A part of the product search for the customer is determining whether or not the product they found is right for them. To do so, often customers look to their friends and family for a second opinion. More brands\u201441% in 2022 compared to 36% in 2021\u2014are offering ways for customers to share products via social media. This not only opens the door for customers to get a second opinion, but it also spreads product awareness for the retail brands.\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Stand-out retailers make their websites easy to navigate and products easy to find.<\/p>\r\n<h4>Mobile Shopping<\/h4>\r\n<p>More consumers than ever before are shopping from their mobile devices. But, mobile is being added to existing customer journeys to create convenient multi-channel shopping experiences. This is true in the cases of product pickup and SMS marketing.\u00a0<\/p>\r\n<p>Because mobile is being added to journeys to improve convenience, one aspect the RetailX Europe Growth 3000 Report looked at is collection\u2014picking up mobile orders in-store. The pickup time for the retailers surveyed, compared to last year, is 3.97 hours faster.\u00a0<\/p>\r\n<p>Another aspect of mobile shopping that\u2019s impacting growth is SMS marketing. By including SMS in the marketing channel mix, brands open a two-way communication with customers through which they can collect zero-party customer data. According to Iterable\u2019s General Manager, EMEA, Mike McGuire, \u201cSince there is a two-way conversation between your brand and each customer, you have the ability to really understand the end user.\u201d\u00a0\u00a0<\/p>\r\n<p>The takeaway: Mobile shopping is all about reducing friction. Retailers that stand out in mobile ensure their customers can use smartphones to shop in a more convenient way.<\/p>\r\n<h4>Delivery<\/h4>\r\n<p>Delivery options are becoming a more important part of the overall retail experience. According to Ines van Gennip, head of Amazon Shipping EU, \u201cCustomers are choosing where to buy from, not just based on the price and availability of the product, but also increasingly, by the range of delivery options, values of the brand, and eco footprint.\u201d\u00a0<\/p>\r\n<p>The challenge with delivery is striking a balance between what customers need and what businesses can provide. \u201c[Since the pandemic] promises have been scaled back and Growth 3000 retailers are now less likely to offer next-day or same-day delivery, and more likely to ask shoppers to spend more to qualify for free delivery.\u201d\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Convenient delivery and the ability to return products with ease can help these brands acquire and keep customers.<\/p>\r\n<h4>Easy Payments<\/h4>\r\n<p>This driver of growth is all about the checkout process. What steps do customers need to take in order to buy a product?\u00a0<\/p>\r\n<p>For example, are new customers required to create an account before they can checkout? According to the report, in 2021 only 27% of brands required shoppers to create an account before completing their purchase. In 2022, however, 59% of surveyed brands require account creation. Likely, this is tied to brands\u2019 desire to create customer relationships.\u00a0<\/p>\r\n<p>Another growth factor when it comes to payments is whether or not brands offer choices for payment. Between Amazon Pay, Paypal, Facebook pay, and more, customers have a variety of ways to pay, and some ways they may prefer.\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Offering payment choice and understanding customer preferences is crucial for driving growth.<\/p>\r\n<h3>The Changing Landscape of Retail<\/h3>\r\n<p>Multiple factors contribute to the evolution of retail and how consumers prefer to shop. It\u2019s not always easy to predict what changes will occur but there are ways to embrace the changes to help your retail brand grow. Mainly, it\u2019s about understanding each customer's preferences.\u00a0<\/p>\r\n<p>Whether they shop online or in-store, use mobile ordering, need same-day delivery, or prefer Paypal, your brand should be able to create an experience that aligns with each individual preference.\u00a0<\/p>\r\n<p><em>To learn more about emerging retail trends in Europe, download the full <a href=\"https:\/\/internetretailing.net\/research\/rxgeu\/\" target=\"_blank\" rel=\"noopener\">RetailX Europe Growth 3000 Report<\/a>.\u00a0<\/em><\/p>","post_title":"Takeaways From the 2022 RetailX Europe Growth 3000 Report","post_excerpt":"The RetailX Europe Growth 3000 Report focuses on four key drivers of retail growth: traffic, mobile shopping, delivery, and easy payments.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"takeaways-from-the-2022-retailx-europe-growth-3000-report","to_ping":"","pinged":"","post_modified":"2022-07-20 12:02:31","post_modified_gmt":"2022-07-20 19:02:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102212","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Europe Growth 3000 Report\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/takeaways-from-the-2022-retailx-europe-growth-3000-report\/"},{"ID":102184,"post_author":"79","post_date":"2022-07-14 11:09:10","post_date_gmt":"2022-07-14 18:09:10","post_content":"<p>Let\u2019s talk texting. We all know it, we all do it. Whether you\u2019re on a million \u201cgroup texts'' or just checking in on your mom, everyone texts. Short Message Service (SMS) is the protocol behind texting and provides an easy, fast, informal way to connect with people, regardless of location. With all of these benefits, it\u2019s no shock that brands are hopping on the SMS bandwagon and using it as a marketing channel. But how?<\/p>\r\n<p>Texts are both urgent and personal\u2014they\u2019re a one-on-one conversation. Brands entering the SMS marketing realm need to tread lightly to not only begin texting a customer, but to stay in their good graces. In part one of this crash course in SMS marketing, we\u2019ll review specifically opt-in and opt-out requirements and why they\u2019re so important for your overall SMS marketing strategy.<\/p>\r\n<h3>Opting in<\/h3>\r\n<p>We\u2019ve got to start our SMS marketing journey somewhere, and there\u2019s no better place to start than at the beginning: opting in. Unlike with other forms of marketing that often inundate users with unsolicited messages, for brands to reach customers via SMS, the customer has to opt-in. They need to explicitly say they are open to receiving SMS messages from your brand for your brand to be able to use this as a marketing channel.<\/p>\r\n<p>It\u2019s not just a light suggestion either. It\u2019s the law. \u201cThe <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">TCPA (Telephone Consumer Protection Act)<\/a> explicitly states that you must get consent\u2014in writing\u2014before sending commercial text messages to any customer. The TCPA helps <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">protect consumers<\/a> from robotexts and spam.\u201d<\/p>\r\n<p>Legal requirements often create notions of legalese, fine print, and jargon. But, just because your brand has to abide by the legal requirements of SMS marketing, doesn\u2019t mean your customer experience needs to be bland.<\/p>\r\n<h4>Opt-Ins Open Doors<\/h4>\r\n<p>To get customers to opt-in to their SMS marketing messages, brands have begun to adapt tactics that make it as easy as possible. Pet care brand <a href=\"https:\/\/wildone.com\/\" target=\"_blank\" rel=\"noopener\">Wild One<\/a>, for example, asks if the customer is interested in opting into SMS messages as they should. The user then agrees by clicking the link which opens the messaging app. Within the messaging app the text field is then pre-populated with opt-in language. All the customer has to do to opt-in to their SMS messages is press send.<\/p>\r\n\r\n[caption id=\"attachment_102185\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-102185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/File-49.jpg\" alt=\"Wild One Opt-Ins\" width=\"1125\" height=\"1572\" \/> <em>Wild One pre-populates their opt-in SMS messages to make it as easy as possible for the customer to subscribe.<\/em>[\/caption]\r\n\r\n<p>To encourage opt-in, brands have\u2014in a back-to-basics kind of way\u2014started offering rewards in exchange for opting in. For example, some brands offer coupons for signing up to receive emails, then tack on an additional coupon once they sign up for SMS. Other brands may promote SMS opt-ins in store by granting membership to a rewards program once the customer has texted a number to opt in.<\/p>\r\n<p>While opting in opens doors to a new communication channel, you have to be incredibly strategic in how you use SMS messaging going forward. Texts are often used for urgent, time-sensitive messages, so the type of marketing message you send needs to match the channel you choose. The customer also needs to see value in staying connected via this channel because without that value, you could see inflated opt-in rates and, shortly after, high opt-out rates.<\/p>\r\n<h3>Opting out<\/h3>\r\n<p>Just as important as requiring customers to opt in to receive your SMS marketing messaging, is giving them a way to <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">opt out<\/a>. Brands need to give customers an easy way to stop receiving marketing SMS messages. Similar to the CAN-SPAM Act, which requires brands to give customers a clear path to unsubscribe from marketing emails, the TCPA requires you to send opt-out instructions upon sign-up and every month following sign-up. All customers should be able to opt out instantly by simply replying to the message.<\/p>\r\n<p>U.S. businesses must follow even <a href=\"https:\/\/api.ctia.org\/wp-content\/uploads\/2019\/07\/190719-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf\" target=\"_blank\" rel=\"noopener\">more specific regulations<\/a> when running SMS marketing campaigns, as laid out by the Cellular Telecommunications and Internet Association (CTIA). Under their regulations, customers must be able to opt out of any messaging campaign by using any of the following keywords: STOP, END, CANCEL, UNSUBSCRIBE, and QUIT.<\/p>\r\n<h4>Opt-Outs Build Trust<\/h4>\r\n<p>As a brand looking to communicate with customers, offering opt-out options can seem counter-intuitive in the effort towards building stronger relationships. However, providing an opt-out builds trust with such a personal marketing channel by giving the customer control. But, because of said control, you need to be sure that your brand\u2019s messaging is engaging customers, especially if the customer was enticed by a discount to opt in.<\/p>\r\n<p>Being wise about how your brand uses SMS as a marketing channel can also help protect your brand\u2019s reputation, equity, and ability to use additional marketing channels. For example, say a customer opts in because you\u2019ve offered them a 10% off coupon on their first purchase if they opt-in to receive texts. You then send a text message to them twice a day for the next week\u2014with no response from the customer. Without offering an easy way to opt-out, your new customer may start to get frustrated with your brand. Eventually, they may avoid your brand altogether\u2014unsubscribing from all marketing channels. But, if you provide an easy opt-out, it reduces friction for the customer and increases the likelihood they\u2019ll stay connected via other marketing channels.<\/p>\r\n<p>When using SMS marketing, there\u2019s potential to learn a lot about customer preferences from the way they interact with your messages. But, like all marketing channels, SMS needs to be used in a way the customer prefers\u2014if they prefer SMS at all.<\/p>\r\n<h3>Just the Beginning of SMS Marketing<\/h3>\r\n<p>Customers today expect marketing individualization. Whether or not you meet customer expectations can be the determining factor between a positive or negative brand experience. And, when it comes to SMS marketing, providing ways for customers to opt in and out is not only the law, it\u2019s the base level of a unique customer experience. Be sure your brand sets clear expectations with the customer about how and why your brand is using SMS. Every customer is different and being able to not only understand those differences, but respect them, is crucial for building long-lasting relationships and, ultimately, increasing lifetime value.<\/p>\r\n<p>But remember, this is just the tip of the SMS iceberg. In the rest of our SMS Marketing 101 series, we\u2019ll be covering a variety of strategies and techniques you can apply to your marketing messages.<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"SMS Marketing Part I: Opting In and Out","post_excerpt":"In part one of this crash course, we\u2019ll review opt-in and opt-outs and why they\u2019re important for your overall SMS marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-i-opting-in-and-out","to_ping":"","pinged":"","post_modified":"2022-08-29 06:39:59","post_modified_gmt":"2022-08-29 13:39:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102184","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 14, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Marketing Part 1\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/"},{"ID":102064,"post_author":"79","post_date":"2022-07-11 08:55:08","post_date_gmt":"2022-07-11 15:55:08","post_content":"<p>We\u2019ve hosted Activate Virtual on your computer screen in April, Activate Summit Europe in London in May, and now\u2014drumroll please\u2014we're gearing up to host our final Activate event of 2022: <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> at the San Francisco Marriott Marquis in September.<\/p>\r\n<p>We\u2019re getting the warm fuzzies just thinking about it because Activate Summit North America is our firstborn, our flagship, our pride and joy\u2014you get it. Basically, Activate Summit North America is where we started our Activate journey and it\u2019s incredible to see how far it\u2019s come.<\/p>\r\n<h3>The Perks of Activate Summit North America<\/h3>\r\n<p>This year, we\u2019re stuffing the agenda with three tracks that will deliver thought leadership on strategy, tactical tips for execution, and workshops for professional development. But, before we give away all of the juicy details in the intro, let\u2019s get into the five reasons why you should attend Activate Summit North America.<\/p>\r\n<h4>1. The Location<\/h4>\r\n<p>Location, location, location. The Bay Area is not only a spectacular place to visit year-round, it\u2019s the birthplace of Iterable. Surrounded by burgeoning tech companies and innovative thinkers, San Francisco is the perfect place for Activate Summit North America.<\/p>\r\n<p>Plus, the Marriott Marquis, the venue for the event, is located in the heart of downtown. Be amongst the hustle and bustle of scenic San Fran as you dive into the latest marketing trends and tips at Activate Summit North America.<\/p>\r\n<h4>2. The Tracks<\/h4>\r\n<p>Like we mentioned, this year we\u2019ll have three session tracks: Gaining Marketing Momentum, Tapping into the Tactical, and Digging into Development. Based on our concept of Dreamers, Builders, and Makers, each track is individualized to appeal to the various curiosities of marketing experts.<\/p>\r\n<ul>\r\n\t<li><strong>Gaining Marketing Momentum:<\/strong> This track will resonate if you relate to the Dreamer. Think: big picture. You\u2019ll hear about current and future marketing trends from thought leaders in the space. This track will give you ideas to take back to your marketing teams and use as jumping off points for your own strategies.<\/li>\r\n\t<li><strong>Tapping into the Tactical<\/strong>: If you are curious how certain marketing strategies are executed, which tools are used, and why they\u2019re important for success, this track is for you. If you\u2019re interested in bringing out your inner Builder, join these sessions to explore the nitty gritty of making marketing moments that have lasting impact and improve the overall customer experience.<\/li>\r\n\t<li><strong>Digging into Development<\/strong>: Listening and absorbing information may work for some, but if you\u2019re looking to be more in touch with your Maker side, a hands-on experience may be more up your alley. Our professional development track is loaded with interactive activities and networking opportunities to make you the best marketer\/professional\/expert\/YOU you can be.<\/li>\r\n<\/ul>\r\n<h4>3. The Speakers<\/h4>\r\n<p>Not only are the tracks planned thematically, but each track is filled to the hilt with expert speakers (over 20 in total!) from a variety of businesses and industries. With marketing veterans from an array of brands sharing their personal experiences, you\u2019ll walk away with actionable next steps. To name a few, our extensive list of speakers includes:<\/p>\r\n<ul>\r\n\t<li><strong>Adri Gil Miner,<\/strong> <strong>Iterable\u2019s CMO<\/strong>, will deliver a keynote highlighting how you can bring joy to your team and your customer base, simultaneously<\/li>\r\n\t<li><strong>Bela Stepanova<\/strong>, <strong>Iterable\u2019s Senior VP of Product Management<\/strong>, will present the vision for where customer activation is headed and how Iterable\u2019s new product capabilities and enhancements enable that vision<\/li>\r\n\t<li><strong>Rachel Kamel<\/strong>, <strong>Director of Growth at <a href=\"https:\/\/us.ncsoft.com\/\" target=\"_blank\" rel=\"noopener\">NCSoft<\/a>,<\/strong> will talk about how NCSoft leveled up player experiences with personalized customer journeys<\/li>\r\n\t<li><strong>Alex Orton<\/strong>,<strong><a href=\"https:\/\/www.meettally.com\/\" target=\"_blank\" rel=\"noopener\"> Tally\u2019s<\/a> Senior Lifecycle Marketing Manager<\/strong>, will review how to create an A\/B testing framework to clarify, guide, and power up your experiments.<\/li>\r\n\t<li><strong>Neil Wainwright<\/strong>, <strong><a href=\"https:\/\/uphabit.com\/\" target=\"_blank\" rel=\"noopener\">UpHabit\u2019s<\/a> Founder &amp; CEO<\/strong>, will uncover how to build flexible, effective notification preferences that resonate with your audiences.<\/li>\r\n<\/ul>\r\n<h4>4. The Camaraderie<\/h4>\r\n<p>Another reason to attend Activate Summit North America is the fact that it\u2019s in-person. You can connect with your marketing counterparts IRL. Sitting on Zoom calls all day can be draining, so being able to sit in the room\u2014with the speakers and like-minded marketing professionals\u2014not only keeps you engaged and in-the-moment, it gives you the opportunity to network and connect with peers who may be facing similar challenges and hurdles in their marketing strategies. We\u2019ve set up a variety of workshops and networking opportunities to give you the time and space to mingle, chat with new and old friends, and learn from one another in a fun, relaxed setting!<\/p>\r\n<h4>5. The Takeaways<\/h4>\r\n<p>The takeaways from Activate Summit North America will be highly valuable. Each session is designed to provide actionable insights that you can bring back to your teams and share to accelerate marketing efforts. Plus, you\u2019ll be able to ask the speakers questions at the end of each session to ensure that what you\u2019re learning aligns with your business needs. Our favorite part of Activate is hearing from attendees how excited they are to take what they learned from a session and adapt it to their strategies. We can\u2019t wait to hear your favorite takeaway from this year\u2019s selection of sessions!<\/p>\r\n<p id=\"video\"><\/p>\r\n<p>[video width=\"1920\" height=\"1080\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/ACTIVATE-PROMO_Housefy-Judy-Kaufman_NewAnimation.mp4\"][\/video]<\/p>\r\n<p>&nbsp;<\/p>\r\n<h3>Not Registered Yet? There\u2019s Still Time!<\/h3>\r\n<p>If all of this sounds like it\u2019s up your alley, be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>. We\u2019ll have oodles of content, fantastic speakers, in-depth workshops, and even a happy hour where you can cool off with a drink and take part in lively conversations. This is the last event in our Activate series for 2022, so be sure you don\u2019t miss it! See you there.<\/p>\r\n<p><em>Join us for our last Activate event of the year! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit North America<\/a>.<\/em><\/p>","post_title":"5 Reasons to Attend Activate Summit North America","post_excerpt":"We\u2019re getting the warm fuzzies thinking about Activate Summit North America. It's our firstborn, our flagship, our pride and joy\u2014you get it. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-to-attend-activate-summit-north-america","to_ping":"","pinged":"","post_modified":"2022-07-13 07:19:11","post_modified_gmt":"2022-07-13 14:19:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102064","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit North America\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-north-america\/"},{"ID":102041,"post_author":"79","post_date":"2022-07-08 09:48:22","post_date_gmt":"2022-07-08 16:48:22","post_content":"<p>Today, two key aspects of marketing are privacy and preference. With Google <a href=\"https:\/\/www.thetradedesk.com\/us\/news\/what-the-tech-is-cookie-deprecation\" target=\"_blank\" rel=\"noopener\">eliminating the use of third-party cookies<\/a> and regulations like the <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">CAN-SPAM Act<\/a> requiring brands to allow customers to opt-out of marketing emails, privacy in marketing has become a priority. Preference goes somewhat hand-in-hand with privacy. With a slew of marketing channels at their disposal, marketers can give customers the ability to decide how, when, and where they want to receive marketing communications. It\u2019s not only good practice; it\u2019s expected.<\/p>\r\n<p>To combine preference and privacy, <a href=\"https:\/\/techcrunch.com\/2022\/03\/17\/google-launches-android-13-developer-preview-2-psuh-notifications-opt-in\/\" target=\"_blank\" rel=\"noopener\">Android 13 introduced new permissions for receiving push notifications<\/a>. Like iOS, Android 13 devices will show the OS prompt which allows users to opt-in (or out) of receiving push notifications.<\/p>\r\n<p>In this article, we\u2019ll be discussing how you can not only ensure your Android 13 users receive the best experience, but also how you can maximize your push opt-in rate, while learning more about your customers\u2019 preferences. Before we dive in, however, there are some app user scenarios to think about.<\/p>\r\n<p><strong>The TL\/DR<\/strong><\/p>\r\n<p>Iterable Android App customers should:<\/p>\r\n<ul>\r\n\t<li>Update your build for Android 13 as soon as possible<\/li>\r\n\t<li>Leverage Iterable to test where and when to request push permissions while tracking what content interests your app users<\/li>\r\n<\/ul>\r\n<h3>Different Scenarios to Consider<\/h3>\r\n<p>Creating a harmonized and individualized experience for your app users is the end goal, so customers using your app shouldn\u2019t notice any bumps in the road during an update like this. But, there are two circumstances a customer of yours may find themselves in when using your app that may impact their overall experience.<\/p>\r\n<h4>Android 12 Users<\/h4>\r\n<p>Let\u2019s say your customer sees your brand\u2019s app in the store and decides to download it but they are still using Android 12 as their OS. They install the app and then they update their phone to Android 13. What happens now?<\/p>\r\n<p>Push notification permissions are pre-granted (unless intentionally disabled by the user when they had Android 12), meaning they\u2019ll receive your brand\u2019s notifications without having to opt-in. This is also the case if the user switches from one Android phone with OS 12 to another Android phone with OS 13 and the app is restored using the \u201cbackup and restore\u201d feature.<\/p>\r\n<h4>Android 13 Users<\/h4>\r\n<p>If your customer has an Android 13 phone, the variable is which OS your app targets. Apps are built to target certain operating systems. \u201cEach app has a targetSdkVersion in the manifest file (also known as the target API level) which informs <a href=\"https:\/\/developer.android.com\/about\/versions\/13\/changes\/notification-permission\" target=\"_blank\" rel=\"noopener\">how your app is run on different Android versions<\/a>.\u201d For example, what if your app targets Android 12? In this case, the push notification opt-in is prompted by the system during the app startup.<\/p>\r\n<p>What if your app targets Android 13? In this case, your app can request push permissions at the time of your choosing, and has control to check, educate the user, and ask the user for permission to send push notifications\u2014with the right context.<\/p>\r\n<p>Essentially, you\u2019ll want to upgrade your Android app to support the different contexts present on Android 12 and 13.<\/p>\r\n<h3>A Closer Look at Android 13<\/h3>\r\n<p>To understand this update a bit more, we'll be focusing on the second scenario: users with Android 13 phones. These are the users with Android 13 who have not used your app before.<\/p>\r\n<p>In the diagram below you\u2019ll see a high-level flowchart depicting how permissions can be requested and granted. Within this flowchart is the opportunity to better understand the customer in the hopes of creating a more individualized experience.<\/p>\r\n\r\n[caption id=\"attachment_102048\" align=\"alignnone\" width=\"1718\"]<img class=\"size-full wp-image-102048\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-07-at-2.20.27-PM.png\" alt=\"Push workflow\" width=\"1718\" height=\"882\" \/> <em>Diagram depicts requesting push notification permission from the brand side. Source: <a href=\"https:\/\/developer.android.com\/training\/permissions\/requesting\" target=\"_blank\" rel=\"noopener\">Android<\/a>.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s zoom in on steps 5a and 5b. Within Iterable, you can check at any point of a user\u2019s life cycle whether they've opted into push permissions. If they haven\u2019t, your brand has an awesome opportunity to gain some insight into the customer\u2019s preferences.<\/p>\r\n<p>For example, you could test what content may increase their opt in. Do they want coupons? Do they want new product info? You could also narrow down when\u2014in their customer lifecycle\u2014the best time is to ask them for push permission. This way, you can increase the chances they\u2019ll opt-in.<\/p>\r\n<p><a href=\"https:\/\/www.fetchrewards.com\/\" target=\"_blank\" rel=\"noopener\">Fetch Rewards<\/a>, a brand that rewards points based on scanning shopping receipts, used this exact same tactic to increase their opt-in rate. After surveying customers, they noticed the majority of customers hadn\u2019t used their app simply because they forgot to scan their receipts. To help customers remember, they wanted to send a reminder via push notification. They asked customers, \u201cwould you be willing to opt in to receive location-based reminders to help you remember to scan?\u201d and the majority said \u201cyes.\u201d<\/p>\r\n<p>By using the push notification opt-in as an opportunity to better understand customers, the Fetch Rewards team were able to <a href=\"https:\/\/iterable.com\/webinars\/how-to-use-mobile-geolocation-data-to-drive-growth\/\" target=\"_blank\" rel=\"noopener\">increase their conversions<\/a> by 20%.<\/p>\r\n<h3>It\u2019s not a Barrier, it\u2019s a Better Experience<\/h3>\r\n<p>It may initially seem daunting to have to ask Android 13 users for permission to send push notifications, but in the long run, your brand will be providing a better overall experience to Android 13 users. Sending push notifications without explicit permission from the customer is similar to the batch-and-blast marketing techniques of yesteryear\u2014it\u2019s impersonal and can be annoying for the customer. By getting customers to opt-in, you know they\u2019re engaging with your brand and you can learn more information about the marketing content they want to receive.<\/p>\r\n<p><em>To learn more about how your brand can send meaningful push notifications, <i><span style=\"font-weight: 400;\">check out our <\/span><\/i><a href=\"https:\/\/support.iterable.com\/hc\/articles\/360057572291#android-13\"><i><span style=\"font-weight: 400;\">support documentation on the Android 13 update<\/span><\/i><\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"How to Push Forward With Android 13","post_excerpt":"Like iOS, Android 13 devices will show the OS prompt which allows users to opt-in (or out) of receiving push notifications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-push-forward-with-android-13","to_ping":"","pinged":"","post_modified":"2022-07-20 12:03:03","post_modified_gmt":"2022-07-20 19:03:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102041","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Android 13 Push Notifications\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-push-forward-with-android-13\/"},{"ID":101962,"post_author":"79","post_date":"2022-06-30 13:19:11","post_date_gmt":"2022-06-30 20:19:11","post_content":"<p>This Tuesday marked 53 years since the riots at <a href=\"https:\/\/www.history.com\/this-day-in-history\/the-stonewall-riot\" target=\"_blank\" rel=\"noopener\">The Stonewall Inn<\/a> (June 28, 1969), which paved the way for today\u2019s LGBTQ rights movement. But, as in so many instances of revolution or resistance\u2014especially when a balance of power is involved\u2014it was not a casualty-free catalyst.<\/p>\r\n<p>Despite countless injuries and wrongful arrests made during the riots and protests, the gay community persevered. Over the last five decades, the protest has evolved and expanded, growing into the global movement we know today.<\/p>\r\n<h3>Where We\u2019ve Been and Where We\u2019re Going<\/h3>\r\n<p>After the Stonewall Riots in 1969, it took nearly 35 years for the first U.S. state to recognize and legalize gay marriage (2004 in Massachusetts), nearly 46 years for the Supreme Court to legalize gay marriage (2014), and almost 50 years for the New York police department to apologize for the historically discriminatory laws that targeted gay people (2019). Progress takes time. But half a century is too long to wait for change. This is where business leaders can make a difference.<\/p>\r\n<p>While businesses (public and private) have stakeholders to answer to, they have companies, not countries to look after. They have the bandwidth to be agile that governing entities do not.<\/p>\r\n<p>When you look back at the last 50 years of change from the federal lens, the needle of change has moved quite slowly for the LGBTQ community. But if you change your perspective to 50 years of change from the business lens, the portrait of progress looks a little more colorful:<\/p>\r\n<ul>\r\n\t<li>A <a href=\"https:\/\/www.msnbc.com\/know-your-value\/5-ways-lgbtq-community-has-progressed-2019-workplace-n1018271https:\/\/www.msnbc.com\/know-your-value\/5-ways-lgbtq-community-has-progressed-2019-workplace-n1018271\" target=\"_blank\" rel=\"noopener\">large majority<\/a> of businesses have implemented anti-discriminatory policies toward LGBTQ workers (\u200b\u200b93 percent of Fortune 500 companies include sexual orientation in their anti-discrimination policy, and 85% have protections in place for gender identity)<\/li>\r\n\t<li><a href=\"https:\/\/www.ibm.com\/thought-leadership\/institute-business-value\/report\/lgbt-inclusion\" target=\"_blank\" rel=\"noopener\">Businesses<\/a> are working to build better environments for LGBTQ employees, implementing specialized career development programs<\/li>\r\n\t<li>Companies are <a href=\"https:\/\/www.ibm.com\/downloads\/cas\/GZEXY0VD\" target=\"_blank\" rel=\"noopener\">tracking<\/a> progress made for LGBTQ employees in their annual social responsibility reporting cycles<\/li>\r\n\t<li><a href=\"https:\/\/ripplematch.com\/insights\/companies-with-impactful-initiatives-to-support-their-lgbtq-employees-ce4be06a\/\" target=\"_blank\" rel=\"noopener\">Employee Resource Groups<\/a> are taking center stage across industries, with companies like Apple, American Airlines, Coca-Cola, and Bain and Company renowned for their vibrant and inclusive workplace communities<\/li>\r\n\t<li>Sometimes the best way for organizations to push for impact is to \u2026 invest! <a href=\"https:\/\/www.converse.com\/c\/pride\" target=\"_blank\" rel=\"noopener\">Converse<\/a>, <a href=\"https:\/\/blogs.microsoft.com\/blog\/2020\/06\/16\/microsoft-honors-pride-through-open-dialogue-donations-to-lgbtqi-nonprofits-actions-for-equity-and-visibility\/\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a>, <a href=\"https:\/\/www.chevron.com\/newsroom\/2022\/q2\/lgbtq-plus-equality-in-our-workplace-earns-honors\" target=\"_blank\" rel=\"noopener\">Chevron<\/a>, and more actively donate to local LGBTQ communities. Money donated quickly turns to momentum for change!<\/li>\r\n<\/ul>\r\n<p>But, before we celebrate our successes, it\u2019s important to pause and remember that the road to progress is not linear, especially on the global stage, where steps forward are unevenly distributed around the world. Globally, anti-LGBTQ+ discrimination persists:<\/p>\r\n<ul>\r\n\t<li>Around 70 countries continue to criminalize homosexual activity (in 12 countries adults who engage in consensual same-sex acts can still face the death penalty)<\/li>\r\n\t<li>A mere 29 countries legally recognize marriage equality today, including Switzerland most recently with its December 2020 passage of marriage equality legislation<\/li>\r\n\t<li>Only 11 countries mention sexual orientation in constitutional nondiscrimination clauses<\/li>\r\n<\/ul>\r\n<p>Against this harsh global LGBTQ landscape, the US has become a leading advocate for LGBTQ+ rights. But the US government\u2019s credibility on this journey has been called into question, especially over the last few years and even more recently, with the overturn of the landmark <a href=\"https:\/\/iterable.com\/blog\/supporting-reproductive-rights-for-all\/\" target=\"_blank\" rel=\"noopener\">Roe vs. Wade<\/a> decision, anti-LGBTQ bills in several states, and an increase in LGBTQ-related hate crimes.<\/p>\r\n<p>But, when progress seems to have halted or, in some cases, reversed, what do we do? We (businesses) step up to the plate and push for progress.<\/p>\r\n<h3>The Path Forward for Business<\/h3>\r\n<p>In 2022, people are reassessing what they expect from the business they work for. Good thing, too. Because people want to work for companies that care, companies are starting to care. They\u2019re beginning to invest in the community, the environment, and the world. They\u2019re also beginning to recognize and work to protect their most valuable resource: their people.<\/p>\r\n<p>Businesses are looking for more ways to put people first. No, we\u2019re not talking about being competitive with compensation and offering flexible vacation time (although these characteristics certainly help). It takes more to stand out. The businesses that win are those that will stand with their employees.<\/p>\r\n<p>Businesses can stand behind their LGBTQ employees by creating a workplace that is built to support the community. At Iterable, we have several programs and policies that create a shared sense of belonging at work and empower our LGBTQ employees to be their true selves:<\/p>\r\n<ul>\r\n\t<li><strong>Respect Policy<\/strong>: Our Respect Policy reflects our commitment to providing a work environment free of discrimination and disrespectful behavior. Our comprehensive policy is inclusive of sex\/gender (including pregnancy, childbirth, breastfeeding or related medical conditions), sex stereotype, gender identity\/gender expression\/transgender (including whether or not you are transitioning or have transitioned), and sexual orientation among other identities and characteristics\/demographics.<\/li>\r\n\t<li><strong>Pride Affinity Group<\/strong>: Our Pride Affinity Group cultivates a safe space for LGBTQ employees and allies to host programs, engage in community support, share resources, and celebrate cultural events.<\/li>\r\n\t<li><strong>\u201cHour of Understanding\u201d Sessions<\/strong>: These sessions are hosted by our Diversity, Equity, and Inclusion team to facilitate learning and encourage empathy. Topics include LGBTQ-relevant information like pronoun usage in the workplace and tools for self-identification.<\/li>\r\n\t<li><strong>LGBTQ Organizations Partnership<\/strong>: Iterable partners with Out inTech for ERG development resources, pipeline development, and advocacy opportunities.<\/li>\r\n\t<li><strong>Self-Identification Campaign<\/strong>: We encourage every Iterator to identify with the name, pronouns, and identities that align with their authentic self.<\/li>\r\n<\/ul>\r\n<p>When should you start developing programming and policies that protect your people? Yesterday! But there's truly no time like the present\u2014during Pride month, in the aftermath of the Roe v. Wade decision, and at the onset of a recession\u2014to kick-start or continue your business\u2019 journey of support.<\/p>\r\n<p><em>Join a team that cares, and a company that fosters a sense of belonging at work. Explore <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open roles at Iterable<\/a> today!<\/em><\/p>","post_title":"Pushing for Progress: PRIDE 2022","post_excerpt":"This Tuesday marked 53 years since the riots at The Stonewall Inn (June 28, 1969), which paved the way for today\u2019s LGBTQ rights movement.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"pushing-for-progress-pride-2022","to_ping":"","pinged":"","post_modified":"2022-06-30 13:19:11","post_modified_gmt":"2022-06-30 20:19:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101962","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"LGBTQ Pride 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/pushing-for-progress-pride-2022\/"},{"ID":101943,"post_author":"79","post_date":"2022-06-29 09:42:18","post_date_gmt":"2022-06-29 16:42:18","post_content":"<p>Just what we all needed\u2014another acronym. We\u2019re all familiar with acronyms like B2B and B2C, which describe to whom businesses are marketing and selling. B2B is business-to-business and B2C is business-to-consumer. But there\u2019s also a third relationship: B2G, or, business-to-government.<\/p>\r\n<p>A B2G relationship is when a business sells and markets to a government agency. Like <a href=\"https:\/\/www.investopedia.com\/terms\/b\/business-to-government.asp#:~:text=Business%20to%20government%20(B2G)%20is,an%20insignificant%20chunk%20of%20business.\" target=\"_blank\" rel=\"noopener\">Investopedia<\/a> explains, a small town government may need IT services\u2014this qualifies as B2G. They also mention larger B2G examples, like Boeing creating aircrafts for the Department of Defense (or DoD to toss another acronym in the mix for good measure).<\/p>\r\n<p>B2G brands are interesting because in some ways, larger government agencies can act like a business, so these B2G relationships mimic B2\u2014like our DoD example. In other ways, however, smaller government agencies are like consumers, so this looks more like a B2C relationship. Think: a government agency hiring a landscaper for their office building. Let\u2019s take a closer look at how B2G marketing fits into the overall landscape.<\/p>\r\n<h3>B2G vs. B2B<\/h3>\r\n<p>One of the biggest differences between B2G and B2B relationships is cash. Plain and simple, the government has a lot of money at their disposal. <a href=\"https:\/\/www.verizon.com\/business\/small-business-essentials\/resources\/if-you-and-your-company-have-been-in-business-for\/\" target=\"_blank\" rel=\"noopener\">Verizon<\/a> points out the often staggering government budgets. \u201cBroadly, contracts can range anywhere from $500 million to more than $44 billion.\u201d If you\u2019re on the sales team of a B2B brand and sign a $500 million dollar deal\u2026you\u2019re getting more than a shoutout at the weekly all-hands.<\/p>\r\n<p>Speaking of contracts, another big difference between B2B and B2G, as Verizon mentions, is contract renewal. Because there are a lot of regulations and legal requirements for brands working with government agencies, there isn\u2019t a high churn rate. Government agencies like to renew with brands that are already familiar with all of the legalese, pending their services are still valuable.<\/p>\r\n<p>Lastly, when comparing B2G and B2B, you should consider the length of the buying cycle. With a big contract comes a lengthy consideration stage. <a href=\"https:\/\/catmediatheagency.com\/b2c-b2b-b2g-and-the-difference\/\" target=\"_blank\" rel=\"noopener\">CATMEDIA<\/a> points out that the buying cycle in a B2G relationship can last years while the B2B buying cycle usually lasts months. Even shorter, however, is the B2C buying cycle, which can be weeks or even just days. But that's not the only difference between B2G and B2C.<\/p>\r\n<h3>B2G vs. B2C<\/h3>\r\n<p>As a business, your audiences in B2G and B2C relationships are vastly different. If you\u2019re a brand selling to a government, you\u2019re impacting not only the multiple people involved directly in the agency, but also the people who may be impacted by the government agency down the line. With a B2C relationship, you\u2019re just selling to a single consumer. Different audiences may mean different marketing approaches. (Don\u2019t worry, we\u2019ll get to that in a second.)<\/p>\r\n<p>We mentioned budget earlier, but we have to revisit it when comparing B2C and B2G. While B2B businesses may deal with customer contracts upwards of $100,000, and B2G businesses have contracts in the millions of dollars, B2C brands can deal with much smaller price points. Therefore, B2C brands are often looking to sell many items to a vast audience while B2G brands are looking to make fewer, but much larger deals.<\/p>\r\n<p>Because of the differences in audiences, buying cycle lengths, and deal sizes, the way you market as a B2G brand will look very different compared to a B2B or B2C brand.<\/p>\r\n<h3>B2G Marketing<\/h3>\r\n<p>This wouldn\u2019t be an Iterable blog post without a marketing deep-dive. But how does a brand go about marketing to the government? For B2B or B2C, marketers can employ cross-channel strategies that take advantage of all marketing channels to seamlessly communicate harmonized messages with their target audiences. Guess what? You can do the same thing as a B2G brand.<\/p>\r\n<p>Sure, it may look a bit different than traditional cross-channel marketing as a B2B or B2C brand\u2014you\u2019re not going to send marketing SMS messages to the head of the Department of Homeland Security with a 15%-off coupon, for example\u2014but it\u2019s not totally different. Yes, like <a href=\"https:\/\/pivotpathdigital.com\/2019\/08\/15\/government-marketing-vs-business-marketing\/\" target=\"_blank\" rel=\"noopener\">Pivot Path Digital<\/a> mentions, there may be new steps in the process\u2014like checking <a href=\"https:\/\/www.gsa.gov\/buying-selling\/purchasing-programs\/gsa-multiple-award-schedule\" target=\"_blank\" rel=\"noopener\">GSA schedules<\/a> or registering your <a href=\"https:\/\/sam.gov\/content\/home?api_key=ROEXk2SBBROUbVQ4L38wSJsGEvZ3oWtLxva9h0zV\" target=\"_blank\" rel=\"noopener\">SAM profile<\/a>\u2014but that doesn\u2019t mean cross-channel marketing is irrelevant to B2G brands. At the end of the day, whether B2B, B2C, or B2G, there is a person who will make the final purchase decision.<\/p>\r\n<h4>B2G Website<\/h4>\r\n<p>For B2G marketing, because of the long consideration stage, your website is likely your most impactful tool. Stacking it with helpful content, product descriptors, and ways to contact the right people, your website can open the door to government agencies looking for your service. Be sure your SEO strategy is designed to display your site up on the SERPs. Think about keywords that the target agencies may be searching when looking for a brand like yours. Once they\u2019ve found your site, however, be sure that when they leave, you still have ways to connect with the decision-makers.<\/p>\r\n<h4>B2G Email Marketing<\/h4>\r\n<p>One marketing channel that can be helpful in staying connected with decision-makers is email. With an <a href=\"https:\/\/www.constantcontact.com\/blog\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">impressive ROI<\/a>, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> can help with continued brand awareness and education. A newsletter, for example, is a great way to educate government agencies on your brand's capabilities and products. Maybe your brand does have an app that could be helpful\u2014 an IT management app, for instance. Your newsletter could introduce the app and demonstrate the app\u2019s benefits and functionality. If this decision-maker decides to download your app, you now have new channels through which you can communicate. Just be sure the experience reduces friction and provides ample product education. Remember, with such large contracts, information is power.<\/p>\r\n<h3>Show Your Worth<\/h3>\r\n<p>For B2G marketing, the goal is to demonstrate your value. What are you bringing to the table that validates spending $500 million to $44 billion?<\/p>\r\n<p>Luckily, cross-channel marketing is built for information sharing. There may be a bit more research that your team needs to do at the beginning\u2014finding the right agencies and what they are in the market for\u2014but once you have your audience, you can implement a detailed marketing strategy that\u2019s individualized for that specific agency. Showcase your products and capabilities in a way that aligns with what they\u2019re looking for and share that information through your multiple marketing channels.<\/p>\r\n<p><em>To learn more about how Iterable can help your team accomplish their B2G marketing goals, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"What is Business to Government (B2G) Marketing?","post_excerpt":"B2B is business-to-business and B2C is business-to-consumer. But there\u2019s also a third relationship: B2G, or, business-to-government","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-business-to-government-b2g-marketing","to_ping":"","pinged":"","post_modified":"2022-06-29 09:42:18","post_modified_gmt":"2022-06-29 16:42:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101943","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"B2G\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-business-to-government-b2g-marketing\/"},{"ID":101904,"post_author":"79","post_date":"2022-06-23 10:42:55","post_date_gmt":"2022-06-23 17:42:55","post_content":"<p>At Iterable, we deeply believe in the sentiment of <em>better together<\/em>, and our journey as a company has been enriched by the customers and partners that are foundational to our Iterable community. Earlier today, we announced that we <a href=\"https:\/\/iterable.com\/blog\/delivering-1000-customers-joy\/\" target=\"_blank\" rel=\"noopener\">surpassed 1,000 Iterable customers<\/a> around the world.<\/p>\r\n<p>With the ever-evolving landscape of the economy, technologies, data, privacy, consumer needs, and more, keeping up is no easy feat. Companies are challenged to navigate and adapt to the rapidly changing environment, make sense of data chaos, integrate and implement new technologies, and craft seamless, personalized customer journeys that build brand-consumer relationships. That, or risk having fractured customer experiences, missed opportunities, and negative impacts on revenue.<\/p>\r\n<p>Because of this, having a network of trusted experts and advisors to support our customers\u2019 endeavors is all the more important\u2014and a testament to why we\u2019re truly better together. It\u2019s also why we\u2019re excited to launch the Iterable Partner Cooperative, our partner program dedicated to supporting and expanding our ecosystem of <a href=\"https:\/\/iterable.partnerpage.io\/partners\/solutions\" target=\"_blank\" rel=\"noopener\">solutions partners<\/a>.<\/p>\r\n<h3>The Iterable Partner Cooperative<\/h3>\r\n<p>Our network of solutions partners\u2014including <a href=\"https:\/\/indicia.konicaminolta.com\/\" target=\"_blank\" rel=\"noopener\">Indicia<\/a>, <a href=\"https:\/\/www.mammothgrowth.com\/\" target=\"_blank\" rel=\"noopener\">Mammoth Growth<\/a>, <a href=\"https:\/\/www.ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, <a href=\"https:\/\/www.shawscott.com\/\" target=\"_blank\" rel=\"noopener\">Shaw\/Scott<\/a>, and <a href=\"https:\/\/tinuiti.com\/\" target=\"_blank\" rel=\"noopener\">Tinuiti<\/a>\u2014advise on strategy, architect best-in-class tech stacks, and help implement our customer activation platform, empowering customers to innovate and deliver joyful experiences with harmonized, individualized, and dynamic communications at scale.<\/p>\r\n<p>The Partner Cooperative was developed to support solutions partner success with shared resources, tools, and training, as well as connect customers with a curated network of experts and advisors.<\/p>\r\n<h3>The Power of Partnership<\/h3>\r\n<p>From freelancers to full-service digital agencies, our Partner Cooperative is designed to benefit all who are involved. By ensuring that our partners have access to key resources, everyone succeeds\u2014including all of our customers. Let\u2019s dig into the numerous benefits of the Iterable Partner Cooperative.<\/p>\r\n<h4>Go Cross-Channel with Ease<\/h4>\r\n<p>Help your clients orchestrate frictionless, personalized customer journeys across email, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messages<\/a>, mobile <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, web push, social, and more\u2014all from one platform.<\/p>\r\n<h4>Achieve Faster Time-to-Value<\/h4>\r\n<p>Time is precious for both you and your clients. Implement with speed, easily leverage integrations from our extensive partner ecosystem, and empower your clients to launch sophisticated, targeted campaigns quickly and at scale.<\/p>\r\n<h4>Let Marketers Market<\/h4>\r\n<p>Create, execute, and iterate towards world-class experiences without reliance on technical teams. On behalf of your clients, develop personalized customer journeys powered by free-flowing data that\u2019s unified and made actionable within Iterable.<\/p>\r\n<h4>Drive Joint Client Growth<\/h4>\r\n<p>Iterable\u2019s Partner Cooperative allows you to differentiate and grow your business by delivering results to your customers like increased engagement, conversions, and lifetime value (LTV).<\/p>\r\n<h4>Be Set Up For Success<\/h4>\r\n<p>We\u2019re committed to your success and empowering you as our partner. That means access to product training, strategic guidance, technical support, and more.<\/p>\r\n<h4>Count on Our Support<\/h4>\r\n<p>Your dedicated partner manager is here to provide continuous support with the tools and resources you need to achieve your goals.<\/p>\r\n<h3>Let\u2019s Partner Up<\/h3>\r\n<p>We\u2019re in it for the long haul. Whether it\u2019s client referrals or co-marketing activities, we look forward to partnering with you on opportunities that drive growth in both the near and long term.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/become-solutions-partner\/\" target=\"_blank\" rel=\"noopener\">Learn more<\/a> about the Partner Cooperative\u2019s benefits, or <a href=\"https:\/\/partners.iterable.com\/English\/register_email.aspx\" target=\"_blank\" rel=\"noopener\">apply now<\/a> to get details about the program requirements and tiers.<\/em><\/p>","post_title":"The Iterable Partner Cooperative: a Solutions Partner Program","post_excerpt":"We\u2019re excited to launch the Iterable Partner Cooperative, our partner program dedicated to supporting our ecosystem of solutions partners.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-partner-cooperative","to_ping":"","pinged":"","post_modified":"2022-07-06 14:34:48","post_modified_gmt":"2022-07-06 21:34:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101904","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Partner Cooperative\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-partner-cooperative\/"},{"ID":101813,"post_author":"79","post_date":"2022-06-23 06:23:42","post_date_gmt":"2022-06-23 13:23:42","post_content":"<p><span style=\"font-weight: 400;\">To the Iterable Community,<\/span><\/p>\r\n<p>Today, I\u2019m proud to share that we have surpassed an important milestone: over 1,000 customers using Iterable around the world! I am incredibly grateful to the Iterable community\u2014our team, our partners, and of course, our customers\u2014without whom this achievement would not have been possible. In the over nine years since we founded Iterable, I\u2019ve never been more excited or optimistic about the future and the next chapter of our journey together.<\/p>\r\n<p>As we celebrate this memorable milestone and look toward the future, I want to look back at the work that got us here. While 1,000 is an impressive amount and worth celebrating, it's just one of the many milestone metrics that make up our history. Consider the many thousands of hours spent developing Iterable\u2019s code in our humble, original office in San Francisco, our first paying customer, our first UK customer, the tens of billions of messages sent through Iterable every month\u2026the list goes on.<\/p>\r\n<p>What I\u2019m trying to say is that numbers are important, but they are not what matters most\u2014 people do. And our 1,000+ customer announcement is a testament to the hard work of the people\u2014the thousands of marketers who use Iterable around the world to message billions of people around the world. Below are a few of my favorite customer stories, shared with us in anticipation of this celebration.<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/-qd1ARcmbV8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h4>Carvana Disrupts the Auto Industry<\/h4>\r\n<p>I\u2019ve always been a fan of disrupters\u2014the mavericks that dare to do things differently. I felt like a disruptor myself when I left Google to start Iterable. Suffice it to say that one of my favorite stories is from <a href=\"https:\/\/www.carvana.com\/\" target=\"_blank\" rel=\"noopener\">Carvana<\/a>, a company that wanted to change the way people buy cars by providing our customers with a car-buying solution that is fun, fast, fair, and powered by technology. Carvana capitalized on strong demand for an Amazon-like car shopping experience, helping customers avoid the inconveniences of visiting vehicle lots and haggling.<\/p>\r\n<p>Over the last decade, Carvana\u2019s business has been booming. With their foot pressed firmly on the accelerator, they needed a marketing platform that could meet their pace and their customer demands. They partnered with Iterable in 2020.<\/p>\r\n<p>\u201cIterable has helped us scale and expand communications, from 11 million emails sent per month to 50+ million and beyond, with faster processing and key features that other systems simply don\u2019t have,\u201d shared Megan Mets, Product Manager at Carvana. \u201cWith Iterable\u2019s A\/B testing framework, we are launching twice as many tests in half the time, helping us to continue improving on our customer messaging.\u201d<\/p>\r\n<h4>Zoopla Brings Personalization to Real Estate<\/h4>\r\n<p>I, like many of you, can easily get lost scrolling through home-buying apps. Am I in the market to buy a home? No, not really. But do I find flipping through listings across the world with my wife at the end of the day satisfying? Absolutely. And I\u2019m not the only one.<\/p>\r\n<p><a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, one of the UK\u2019s leading property marketplaces, witnessed unprecedented growth and adoption during the pandemic. With over 55 million visits across their mobile apps and websites and coverage of over 70% of UK real estate listings, Zoopla harnesses data to drive engagement, loyalty, and connection for Zoopla customers to relevant cohorts.<\/p>\r\n<p>Before Iterable, Zoopla was constrained to manual data queries, batch data imports, and fragmented views of customer engagement. They knew that data-driven strategies based on geo-intent and customer segmentation and targeting would be critical to sustaining their momentum. So they set out to modernize their tech stack.<\/p>\r\n<p>With Iterable, the <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a> team can deploy the strategies necessary to increase engagement and cater to consumer preferences that are integral to Zoopla\u2019s long-term success.<\/p>\r\n<p>\u201cIterable\u2019s partnership and platform have been invaluable to our brands' success, and made a marked difference in our overall teams\u2019 happiness,\u201d shares Adam Knight, Director of Special Projects at Zoopla, \u201cWith Iterable, we\u2019re able to accelerate the rate and returns of our campaign testing and rollout, allowing us to execute memorable experiences of our customers.\u201d<\/p>\r\n<h4>Coinbase: Customer Support in Cryptocurrency<\/h4>\r\n<p>Crypto might be everywhere in tech, but it's not always accessible. Companies that make crypto safe and easy are few and far in between. So when <a href=\"https:\/\/www.coinbase.com\/\" target=\"_blank\" rel=\"noopener\">Coinbase<\/a>, the financial services app whose mission is to increase economic freedom, first came to Iterable, I was ecstatic. Coinbase was not only aligned with our vision but, more importantly, our values.<\/p>\r\n<p>Consumer demands in the financial services sector are some of the highest when it comes to privacy, security, personalization, and execution. When Coinbase was looking for a marketing platform that would meet their standard of excellence in performance, and deliver on consumer expectations, they found a partner with Iterable.<\/p>\r\n<p>\u201cOne of the many things that makes Iterable stand out is their fantastic customer support. Their team goes above and beyond in their work to ensure that their customers are set up for success,\u201d shares Kelly Karunakaran, Group CRM &amp; Lifecycle Manager at Coinbase, \u201cI was especially surprised by the level of support we received from on-call and chat agents, who are knowledgeable, kind, thorough. Working with Iterable has been a wonderful and impactful partnership!\u201d<\/p>\r\n<h4>Better Outreach with Booksy<\/h4>\r\n<p>I always get so excited when I get to use the products, services, or platforms of Iterable customers. And, as someone who struggled to fit self-care into his calendar with any regularity, I was excited to try <a href=\"https:\/\/booksy.com\/en-us\/\" target=\"_blank\" rel=\"noopener\">Booksy<\/a>\u2014a cloud-based appointment booking solution for beauty, and an Iterable customer\u2014out for size. Booksy offers appointment scheduling, calendar management, and online payments for consumers, and management system support for businesses. Not only do they have a corner on the market when it comes to scheduling and streamlining, but, after using their appointment management system for the last six months, they have a permanent place in my heart.<\/p>\r\n<p>As a mixed business model (B2C and B2B), Booksy\u2019s marketing strategy is quite complex\u2014their marketing communications need to be individualized based on recipient location, plan type, app version, market type, language, and time zone. They wanted to deliver personalized content in real-time to customers and businesses, and increase engagement while reducing risk and mitigating manual workload.<\/p>\r\n<p>Iterable was able to help Booksy uplevel their messaging and increase engagement.<\/p>\r\n<p>\u201cBy creating personalized content delivered in real-time via Iterable we were able to improve consumer engagement on Booksy platform,\u201d shared Dorota Machaj, VP Global Commercial Growth at Booksy, \u201cWhen comparing the results of personalized to non-personalized content on a similar topic, sent to the same audience, we saw over 50% improvement in conversion in favor for content that was tailored.\"<\/p>\r\n<h4>Honeybook\u2019s Switch to Support Small Business<\/h4>\r\n<p>Cumbersome paperwork and administrative work have, for many years, bogged down the bandwidth of small business owners and entrepreneurs. That is, until <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">Honeybook<\/a>\u2014the end-to-end client management app that streamlines project tracking, bookings, invoicing, and payments\u2014came on the scene in 2013.<\/p>\r\n<p>Honeybook grew quickly, but as its business picked up speed, their marketing platform couldn\u2019t keep pace. That\u2019s when their team identified Iterable as the ideal solution to fit their requirements for agility, processing power, and execution. After moving their campaigns over to the Iterable platform, the team was executing campaigns in just <a href=\"https:\/\/iterable.com\/customers\/honeybook\/\" target=\"_blank\" rel=\"noopener\">15 days<\/a>.<\/p>\r\n<p>\u201cWith Iterable, we have the tools we need to segment, personalize, and monitor performance of our campaigns\u2014all in one platform. We have access to all our customer data, centralized and analyzed in one place, which makes it easier to create the type of personalized experiences that keep customers coming back. We\u2019re able to work smarter, not harder. And that makes us a better brand,\u201d shares Toby Skinner, Director of Performance Marketing at Honeybook.<\/p>\r\n<h3>Celebrating Shared Success<\/h3>\r\n<p>When we started Iterable nine years ago, I was busy hustling between my laptop screen and investor meetings, focusing on perfecting our platform\u2019s code so it would be ready to support our future customers\u2019 success. I fell asleep at night dreaming that one customer \u2014one brand or business\u2014would take a chance on our platform. <br \/>\r\nAs I stand here today, I\u2019m proud that our hard work and dedication is starting to bear fruit. Today, with four global offices and over 700 Iterators, we\u2019ve surpassed my one customer dream. We\u2019ve surpassed 1,000 customers using our platform around the world.<\/p>\r\n\r\n[caption id=\"attachment_101932\" align=\"alignnone\" width=\"8640\"]<img class=\"wp-image-101932 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/image-5.png\" alt=\"Nasdaq 1000 Customers\" width=\"8640\" height=\"5760\" \/> <em>The Iterable team in New York gathered outside of Nasdaq MarketSite to celebrate.<\/em>[\/caption]\r\n\r\n<p>Now, that number is in the rearview, and we\u2019re moving on to more\u2014more brands, more messages, more marketers, and more joyful experiences delivered around the world.<\/p>\r\n<p><em>Join the Iterable community in San Francisco September 7-9 for <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> and find out what delivering joy is all about!<\/em><\/p>","post_title":"Delivering Joy With Over 1000 Customers","post_excerpt":"Today, I\u2019m proud to share that we have surpassed an important milestone: over 1,000 customers using Iterable around the world!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"delivering-1000-customers-joy","to_ping":"","pinged":"","post_modified":"2022-11-07 12:07:12","post_modified_gmt":"2022-11-07 20:07:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101813","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"1000 Customers\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/delivering-1000-customers-joy\/"},{"ID":101823,"post_author":"79","post_date":"2022-06-22 08:43:54","post_date_gmt":"2022-06-22 15:43:54","post_content":"<p>In 2016, Apple shifted their focus to <a href=\"https:\/\/appleinsider.com\/articles\/16\/06\/08\/apple-announces-it-will-offer-app-store-subscriptions-take-smaller-15-cut\" target=\"_blank\" rel=\"noopener\">\u201cheavily favor\u201d subscription apps<\/a> versus in-app or one-time purchases. With subscription apps, rather than paying as they go, customers can make a monthly or annual payment to access all of an app\u2019s content. Subscription apps may also be tiered meaning a certain subscription threshold gives access to certain content while a higher price may provide access to additional, \u201cexclusive\u201d content.<\/p>\r\n<p>Today, subscription apps are proving to be quite profitable. In 2020, according to <a href=\"https:\/\/techcrunch.com\/2021\/02\/11\/top-100-subscription-apps-grew-34-to-13b-in-2020-share-of-total-spend-remained-the-same\/\" target=\"_blank\" rel=\"noopener\">TechCrunch<\/a>, \u201c...global subscription app revenue from the top 100 subscription apps (excluding games), climbed 34% year-over-year to $13 billion, up from $9.7 billion in 2019.\u201d Why are subscription apps taking off and how can you ensure your subscription app is successful? What are the key ingredients needed to create a good customer experience that delivers on expectations after charging a monthly or annual fee? Let\u2019s get into it.<\/p>\r\n<h3>Why Subscription Apps Work<\/h3>\r\n<p>While in-app and one-time app purchases may focus on new user acquisition, subscription apps are tied more closely to retention. Rather than introducing new features or content as a user experiences your app, the user is presented with all of the content (or, whatever is available in their subscription tier) after their monthly payment.<\/p>\r\n<p>Say a user made an in-app purchase then realized they weren\u2019t interested in the content. That\u2019s where their journey ends. They spent the $4.99, or whatever you may charge in-app, and then uninstalled your app. With a subscription however, if a customer pays a $4.99 subscription, they now have access to your content for the next month. Why would they uninstall your app if they\u2019ve already paid?<\/p>\r\n<p>Take Netflix, for example. Users pay a monthly subscription fee and are given access to all of the content on Netflix. If the service was free but some shows or movies required a payment, it could deter users from watching that premium content or, worse, deter them from using the service altogether. With Netflix\u2019s subscription, there aren\u2019t any surprises. It\u2019s a set fee that reoccurs every month\u2014simple, straightforward, and retains customers. But, it\u2019s not always so easy to create a successful subscription app.<\/p>\r\n<h3>Challenges of Subscription Apps<\/h3>\r\n<p>Subscription apps can pose some challenges for brands. Why? No one said customer retention is easy. Once you have the customers as subscribers, the challenge is keeping them engaged and continuing to renew their subscription. With in-app or one-time purchases, you can throw all the bells and whistles at a customer to get them to make a single purchase. With subscription apps you need to be innovating and adding features to keep customers from canceling.<\/p>\r\n<p>Not only are you constantly tasked with meeting (or exceeding) customer expectations, you\u2019re also battling subscriber burn-out. As <a href=\"https:\/\/youappi.com\/mobile-deep-dive-the-rise-of-subscription-based-apps\/\" target=\"_blank\" rel=\"noopener\">YouAppi<\/a> puts it, \u201cCustomers who frequently sign up for these types of apps may be tired of paying for subscriptions or simply might need to downsize their monthly expenses.\u201d You don\u2019t want to be another monthly charge on a long list of other subscriptions.<\/p>\r\n<p>And, lastly, churn doesn\u2019t disappear when you have a subscription app. Yes, it may take a bit longer, depending on your renewal cycle, but it\u2019s still very present. If a customer pays a monthly fee and isn\u2019t getting what they need from your subscription, they can cancel. They may still have access to your content until their subscription ends and then, that\u2019s it. Once their month ends, they\u2019ll uninstall your app just like they would one that has in-app or one-time purchases. So what can you do to ensure subscription app success?<\/p>\r\n<h3>How to Overcome the Challenges<\/h3>\r\n<p>When you go to an ice cream shop and are looking at all the flavors, but you\u2019re not sure which to get, what do you do? Ask for a sample. If the sample is good enough, you\u2019ll get a whole cone-full. Think of that initial thimble of ice cream as a subscription trial.<\/p>\r\n<p>We\u2019ve all signed up for a \u201ctwo-week trial\u201d at some point. We get access to some of what the app has to offer\u2014a.k.a. \u201c<a href=\"https:\/\/www.techtarget.com\/searchitchannel\/definition\/freemium#:~:text=Freemium%20is%20a%20business%20model,for%20supplemental%20or%20advanced%20features.\" target=\"_blank\" rel=\"noopener\">freemium<\/a>\u201d\u2014 and then, at the end of two weeks, we\u2019re charged and get access to more content. Trials are an effective way to give customers a preview of your subscription app so convince them to become a subscriber. However, during those two weeks, you need to be sure your app clearly demonstrates subscriber benefits.<\/p>\r\n<p>With a freemium subscription, you should also aim to provide a detailed onboarding experience. Demonstrate how to use the app and show the customer all of the features they could get with a paid subscription and why those features are beneficial. Tread lightly. The trial period is highly sensitive\u2014any frustration or friction during the onboarding process could immediately convince the customer to cancel.<\/p>\r\n<p>Lastly, use marketing channels to educate and engage the customer. With an app you have access to mobile marketing channels like in-app messaging, mobile inboxes, and push notifications. Each of these channels, plus non-mobile like email or direct mail, can be used to create a harmonized experience that keeps the customer engaged. For example, maybe during onboarding you send a series of push notifications that highlight various features of the app.<\/p>\r\n<h3>Deliver Value to Build Relationships<\/h3>\r\n<p>Subscription apps have the potential to increase customer lifetime value (LTV). By collecting a monthly fee, you\u2019ll be able to better predict overall revenue but also better understand your customers and what they need from your app to stay subscribed.<\/p>\r\n<p>Don\u2019t ignore the data you can collect just because a customer has signed up for a month, a year, or a quarter. Every interaction a customer has with your app is an opportunity to learn more about how you can deliver value that meets their needs. Keep subscribers happy by using their data to create tailored, in-app experiences.<\/p>\r\n<p><em>To learn more about improving your customers\u2019 mobile experiences, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Achieving Success With Subscription Apps","post_excerpt":"Why are subscription apps taking off and how can you ensure your subscription app is successful? Let's get into it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"achieving-success-with-subscription-apps","to_ping":"","pinged":"","post_modified":"2022-07-06 14:30:38","post_modified_gmt":"2022-07-06 21:30:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101823","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"subscription apps\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/achieving-success-with-subscription-apps\/"},{"ID":101674,"post_author":"79","post_date":"2022-06-21 13:01:13","post_date_gmt":"2022-06-21 20:01:13","post_content":"<p>Founded by Dean Ginsberg, Stacked Collective is a strategic consulting firm that helps brands improve the lifetime value (LTV) of customers through the development of their marketing tech stacks. By partnering with Iterable, Stacked Collective aims to help their clients accomplish their marketing goals by advising them on marketing vendor selection, assisting with the building and execution of high-performing lifecycle programs, and refining data architecture and infrastructure to optimize their technology stacks. Understanding that LTV hinges on the customer experience.<\/p>\r\n<p>In our Iterable Academy \u201cAsk an Expert series,\u201d we explore exactly how Iterable works with our partners and what our partners set out to accomplish. In this installation of the Ask an Expert series, we\u2019ll explore how Stacked Collective both identifies clients and how they determine\u2014and solve\u2014the problems they\u2019re facing.<\/p>\r\n<h3>Three Iterable Customer Scenarios<\/h3>\r\n<p>In our interview with founder and CEO Dean Ginsberg, he highlighted three scenarios in which brands may find themselves interacting with Iterable. When reading the scenarios below, consider your marketing team and which scenario aligns best with you.<\/p>\r\n<h4>Starting Fresh<\/h4>\r\n<p>In the first scenario, brands are either just getting started with Iterable and beginning their onboarding or, maybe they haven\u2019t even made their final decision on which platform they are looking to use. Here, it\u2019s helpful for these brands to understand what options exist and what they are looking to do initially with their marketing program.<\/p>\r\n<h4>Making the Switch<\/h4>\r\n<p>In some cases, the brand may already be using a marketing platform but they\u2019ve decided to make the switch to Iterable. In these cases, it\u2019s helpful to audit the existing campaigns and data to successfully align campaigns after migrating to Iterable. Initial implementation, like <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-ip-warming\/#:~:text=Internet%20protocol%20(IP)%20warming%20refers,internet%20service%20providers%20(ISPs).\" target=\"_blank\" rel=\"noopener\">IP warming<\/a>, determining events that pass through and the structure of the events, how to develop campaigns, and more, need to be taken into consideration as well. .<\/p>\r\n<h4>Looking for More<\/h4>\r\n<p>The third scenario is those brands who are already using Iterable and are just looking to get more out of the platform. In this case, they may not be aware of all of the platform capabilities or understand the data flow which can lead to potential errors or gaps.<\/p>\r\n<p>Each scenario provides an opportunity for Iterable partnerships to be of help and improve a brand\u2019s relationships with their customers. For those brands just getting started, first steps revolve around defining what the brand needs to successfully communicate with their customers. For those who are switching, it\u2019s making sure no data is left behind and new campaigns can be created to elevate previous ones. Lastly, for those clients looking to get more from the Iterable platform, Stacked Collective focuses on optimizing the existing tech stack so it\u2019s able to work more effectively for clients and customers. They also will assist with training if the client wants to become more self-sufficient on the platform.<\/p>\r\n<p>Understanding these three scenarios is key to being able to help brands achieve their goals. But, taking a step back, the question then becomes: how do you know which scenario you, as a brand, fit into?<\/p>\r\n<h3>Identifying Client Needs<\/h3>\r\n<p>When a client\u2014a brand\u2014first reaches out to Iterable or an Iterable partner, there\u2019s usually an initial discovery phase. Stacked Collective, for example, takes four-to-six weeks to have conversations with various members of the clients\u2019 teams and collect information about the brand to help determine where they fall in relation to the three scenarios and how Stacked Collective may be able to help.<\/p>\r\n<p>There are then four steps the Stacked Collective team takes when evaluating client needs:<\/p>\r\n<ul>\r\n\t<li><strong>What\u2019s Existing?<\/strong> The team creates an overview of the existing campaigns and automation programs in a centralized place, where everybody can see it. All teams involved can then have a conversation about what is currently up and running.<\/li>\r\n\t<li><strong>What\u2019s Missing?<\/strong> After the initial overview, the team performs a gap assessment with a focus on technology, people, and process. As Dean puts it, \u201cAre we operating on a sprint cycle? How many emails are we pushing out in a week or a two week period?\u201d<\/li>\r\n\t<li><strong>What\u2019s Working?<\/strong> Then, the team puts together an average impact assessment. This involves a list of projects across email, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app<\/a>. Using a metric based on reach, relevancy, and frequency, compared to effort, Stacked Collective determines what\u2019s working and what\u2019s not.<\/li>\r\n\t<li><strong>What Needs to Happen?<\/strong> Lastly, the team compiles a strategy deck. The deck gives context to the low-effort, high-impact projects that are working and, as Dean mentioned, \u201cfits into a more cohesive understanding of the core pillars that we need to start shifting towards to transform the whole program.\u201d<\/li>\r\n<\/ul>\r\n<p>These could be questions you ask yourself the next time you evaluate your marketing efforts. Think about what\u2019s in the works, what competitors are doing, what projects are low-effort but high-impact, and lastly, how that all fits into an overarching marketing strategy.<\/p>\r\n<p>As you evaluate your marketing plans, remember that you\u2019re not alone in this process. There are some common challenges the team has encountered in their client experiences that, perhaps, your brand has run into them as well.<\/p>\r\n<h3>Common Challenges<\/h3>\r\n<p>When working with multiple clients across various industries, Stacked Collective was able to identify some common challenges. Again, this goes to show that you\u2019re not creating your marketing strategy in a vacuum. There are other brands and marketing teams experiencing the same struggles. It\u2019s how you approach and solve the problem that sets you apart.<\/p>\r\n<ul>\r\n\t<li><strong>Data Integrity &amp; Streaming<\/strong>. Oftentimes, data collection and processing can pose huge challenges for marketers. As Dean said, \u201cIs [it] the right data? Are the right data streams funneling into Iterable and [is it] the right structure that we need to run the program?\u201d<\/li>\r\n\t<li><strong>Automation<\/strong>. No business wants their marketing team sitting behind a screen, click-clacking the keys to create manual messages for individual customers. Re-evaluate what your current automations look like to make sure they\u2019re serving your team.<\/li>\r\n\t<li><strong>Testing<\/strong>. To ensure processes and automations are working correctly, you need to be able to test. \u201cWhat level of testing is there,\u201d Dean asked, \u201c[is there] a system that we're leveraging for testing, or are we just kind of testing things ad hoc? When we test something, is it systematic, meaning we're learning and then iterating on it, regardless of the outcome?\u201d<\/li>\r\n\t<li><strong>Resources<\/strong>. Lastly, it can be difficult for marketing teams to understand what resources they need if they\u2019re not sure what exists. But, rather than just listing off resources that could be useful, Stacked Collective says, \u201cif you added these resources, this is the impact that would have on your attributable revenue to this channel, and you can look at it on an ROI basis.\u201d<\/li>\r\n<\/ul>\r\n<p>Any of these sound familiar? These are common challenges for a reason\u2014it\u2019s not just your team. But, if you\u2019re looking for help solving for these marketing woes, you\u2019ve come to the right place.<\/p>\r\n<h3>Stacked Collective + Iterable<\/h3>\r\n<p>There are going to be hurdles your team faces as you explore your marketing strategy. Whether you're just getting started or knee-deep in the Iterable platform, just know there\u2019s a web of partnerships here to support and help.<\/p>\r\n<p><em>If you\u2019re already an Iterable customer, check out the <a href=\"https:\/\/academy.iterable.com\/partner-ask-an-expert-series-stacked-collective\" target=\"_blank\" rel=\"noopener\">Iterable Academy for the full Stacked Collective<\/a> course.<\/em><\/p>\r\n<p><em>If you\u2019re not an Iterable customer but want to learn more about our customer activation platform, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Ask an Expert: Stacked Collective + Iterable","post_excerpt":"Explore how Stacked Collective both identifies clients and how they determine\u2014and solve\u2014the problems they\u2019re facing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-expert-stacked-collective-iterable","to_ping":"","pinged":"","post_modified":"2022-06-21 13:01:13","post_modified_gmt":"2022-06-21 20:01:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101674","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stacked Collective + Iterable\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-expert-stacked-collective-iterable\/"},{"ID":101653,"post_author":"79","post_date":"2022-06-15 12:47:11","post_date_gmt":"2022-06-15 19:47:11","post_content":"<p>We\u2019ve been screaming it from the proverbial rooftop: customer <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/\" target=\"_blank\" rel=\"noopener\">data matters<\/a>. And, it hasn\u2019t fallen on deaf ears. We can all agree that understanding how customers are interacting with your marketing messaging is invaluable. It not only gives your brand insight into the current state of your customer relationships, but it can also help fuel your individualization efforts going forward.<\/p>\r\n<p>Today, however, there\u2019s so much data available that it\u2019s hard to decide what your marketing team should focus on\u2014especially, when it comes to email. Customers can open emails, click specific CTAs within the emails, or respond to or forward the emails to a friend\u2014the list goes on. There are so many avenues customers can take when interacting with your marketing emails. But what are the best ways to track this engagement and why? Together, we\u2019re going to take a look.<\/p>\r\n<h3>1. Conversion Rate<\/h3>\r\n<p>It\u2019s no surprise that conversion rates make the list for email metrics that matter. For conversion rate\u2014the percentage of customers who click through your email and complete a specific action\u2014to mean something for your brand, you have to first determine what a conversion is. For example, is it a purchase? Is it a subscription upgrade? You can\u2019t start tracking conversion rate without defining conversion.<\/p>\r\n<p><strong>Why It Matters<\/strong>: You can easily determine campaign ROI\u2014especially if the chosen conversion is purchase-based. As <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/17-email-marketing-metrics-every-email-marketer-needs-to-know\/\" target=\"_blank\" rel=\"noopener\">Campaign Monitor<\/a> puts it, \u201cWhen you know how much you have spent and how many subscribers are converting, it\u2019s easier to determine whether or not the money you are putting into your campaign is paying off.\u201d<\/p>\r\n<h3>2. Unsubscribe Rate<\/h3>\r\n<p>Unsubscribe rates are an excellent gut-check for understanding whether or not your emails are resonating with your audience. Of course, you have to offer every and all customers <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/\" target=\"_blank\" rel=\"noopener\">the option to opt-out<\/a> of your emails. You can show customers the unsubscribe option is there, but you want to keep them on your subscriber list.<\/p>\r\n<p><strong>Why It Matters<\/strong>: Unsubscribe rate can help you better define what matters to your audience. According to <a href=\"https:\/\/www.unstack.com\/blog\/unsubscribe-rate#:~:text=Your%20unsubscribe%20rate%20also%20matters,that%20they%20are%20interested%20in.\" target=\"_blank\" rel=\"noopener\">Unstack<\/a>, \u201cIf you see that your email campaigns have a low unsubscribe rate, you\u2019re likely targeting the right audience for the products or information within your email.\u201d<\/p>\r\n<h3>3. Deliverability<\/h3>\r\n<p>If your emails aren\u2019t getting delivered, they\u2019re not reaching anyone, let alone the right audience. An email has to reach the customers\u2019 inboxes to be an impactful part of your marketing strategy. Factors like email volume, spam complaints, and email bounces can impact the deliverability of your brand\u2019s marketing emails.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: What\u2019s the point of wasting valuable time and resources creating email marketing campaigns that no one will see? As <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/7-factors-that-determine-email-deliverability\/\" target=\"_blank\" rel=\"noopener\">CMSWire<\/a> puts it, \u201cPoor email deliverability can be costly, causing a brand\u2019s emails to end up in the spam folder or blocked entirely instead of reaching their subscribers.\u201d<\/p>\r\n<h3>4. Mobile Click Rate<\/h3>\r\n<p>Mobile click rates are <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/17-email-marketing-metrics-every-email-marketer-needs-to-know\/\" target=\"_blank\" rel=\"noopener\">usually much lower<\/a> than desktop click rates. On such a small screen, it\u2019s harder to get users to click through emails. So, mobile click through rate can help your team determine how the content you're sending resonates with mobile users. By looking at this metric you can evaluate and adjust your emails accordingly. Are people ignoring the content on their phones? What\u2019s visible above the fold? Engagement on a smaller screen, with a shorter attention span, can be a good indicator of content quality.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: Mobile channels are powerful because they can reach the customer wherever they are (as long as they have their phone). If your emails are getting overlooked while a competitor\u2019s aren\u2019t, you\u2019re missing out on building valuable relationships. Plus, if you\u2019re trying to get customers to use your mobile app, emails with direct links to the app are the perfect opportunity to guide them there.<\/p>\r\n<h3>5. Subscriber Lifetime Value (LTV)<\/h3>\r\n<p>LTV is taking a front seat across all marketing metrics these days. Long-term relationships between brands and consumers are increasingly important. Understanding how much value an individual customer contributes to your brand is crucial in developing and nurturing these customer relationships. Subscriber LTV, however, makes the list of email metrics that matter because it\u2019s specific to email marketing. Once you get a subscriber, focusing on LTV is a great way to keep them.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: Subscriber LTV is especially important when compared to the cost of acquiring new email subscribers. If you\u2019re spending a lot of money and resources to create a campaign, it could prove to be worth it if the subscribers you acquire have a high LTV. The equation for calculating subscriber LTV, according to <a href=\"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\/\" target=\"_blank\" rel=\"noopener\">Litmus<\/a>, is, \u201cSubscriber lifetime value = monthly revenue per subscriber x average number of months a subscriber stays on your list.\u201d<\/p>\r\n<h3>Find What Works for You<\/h3>\r\n<p>While these five metrics are on <em>our<\/em> list of email metrics that matter, that doesn\u2019t mean they\u2019re the only five. Generally speaking, yes, these are important metrics to include in your reporting and evaluations, but, depending on your business, the email metrics that matter may shift.<\/p>\r\n<p>Plus, with an ever-changing privacy landscape\u2014as we saw with <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15<\/a>\u2014certain metrics may lose their importance. Did you notice that open rate and clickthrough rate didn\u2019t make our list? While they probably would have before iOS 15, they lost some of their value after the update.<\/p>\r\n<p>Things change. Make sure your marketing team is <a href=\"https:\/\/iterable.com\/blog\/how-your-big-team-can-use-agile-marketing\/\" target=\"_blank\" rel=\"noopener\">agile<\/a>, flexible, and can roll with the punches. Once you decide what email metrics matter, don\u2019t be afraid to re-evaluate and re-adjust. Nothing is set in stone.<\/p>\r\n<p><em>To learn more about how Iterable can help you set up your email marketing program for success, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"5 Email Metrics That Matter and Why","post_excerpt":"There\u2019s so much data available that it\u2019s hard to decide what to focus on. Let's take a look at the email metrics that matter and why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-email-metrics-that-matter-and-why","to_ping":"","pinged":"","post_modified":"2022-07-20 12:04:04","post_modified_gmt":"2022-07-20 19:04:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101653","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email Metrics that Matter\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-email-metrics-that-matter-and-why\/"},{"ID":101599,"post_author":"79","post_date":"2022-06-10 10:01:41","post_date_gmt":"2022-06-10 17:01:41","post_content":"<p>It\u2019s exciting for brands to get new customers. The customers get to experience your product for the first time and you can start to build a\u2014hopefully\u2014long-lasting relationship. Plus, as we all know,<a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\"> it\u2019s more expensive to acquire a new customer than to retain an existing one<\/a>. So, once you\u2019re over the hurdle of acquisition, it\u2019s all smooth sailing, right?\u00a0<\/p>\r\n<p>Sigh, that would be nice, wouldn\u2019t it? But, the nurturing never stops.Customer relationships aren\u2019t something you can \u201cset and forget,\u201d they take work. For example, if a customer, who has been loyal in the past but hasn\u2019t made a purchase in a while, you, as a marketer, can\u2019t just say \u201cwell, it was fun while it lasted.\u201d Retaining customers, especially loyal ones, is too valuable! So, how do you go about getting back in the good graces of your dis-engaged customers? Create a campaign type that <a href=\"https:\/\/essenceofemail.com\/blog\/12-examples-of-re-engagement-campaigns\/#:~:text=A%20study%20by%20Return%20Path,to%20generate%20some%20immediate%20sales!\" target=\"_blank\" rel=\"noopener\">63% of marketers<\/a> deemed as \u201cvery effective:\u201d the re-engagement campaign.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including re-engagement campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the fourth and final in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, re-engagement campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Re-Engagement Campaigns?<\/h3>\r\n<p>Re-engagement campaigns are often deployed when a customer is on the cusp of churning. They are still opted into your marketing communications but haven\u2019t engaged with your content or made a purchase in a while. Re-engagement campaigns, in addition to being bolstered with special offers, should demonstrate your brand\u2019s ability to personalize your content for each customer. Generic messaging isn\u2019t going to convince a customer to come back.<\/p>\r\n<p>Onboarding, welcome, promotional, and abandonment campaigns are sent to active, receptive customers. Re-engagement campaigns have a higher hurdle to get over because customers, at this point, are pulling away. They\u2019re primed to ignore your messages and consider your competitors, so building an impactful re-engagement campaign\u2014before they churn for good\u2014is imperative and challenging.\u00a0<br \/>\r\nTo execute re-engagement campaigns effectively, there are four key elements you\u2019ll need to consider: thresholds, re-education, message preferences, and testing channels. Let\u2019s explore each.<\/p>\r\n<h4>Tinker With Thresholds<\/h4>\r\n<p>\u201cRe-engagement campaigns are often deployed when a customer is on the cusp of churning. They are still opted into your marketing communications but haven\u2019t engaged with your content or made a purchase in a while.\u201d Remember that? We said that, like two paragraphs up.\u00a0<\/p>\r\n<p>Here\u2019s the thing, \u201ca while\u201d doesn\u2019t really mean anything. To create a re-engagement campaign you first have to determine which customers need to be re-engaged. Is it a certain amount of time that triggers your re-engagement campaign? Is it lack of activity (i.e., a purchase)? Determining what warrants re-engagement will allow your team to create specific re-engagement campaigns.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a>, the streaming service, for example, used a subscription cancellation and time as the thresholds for their re-engagement campaign. Even though the customer unsubscribed, they\u2019re still on mailing lists. So, a week after subscription cancellation, Netflix sends an email, asking the customer to \u201creunite\u201d with them. If unsuccessful, Netflix sends another reminder two days later, and another, two more days later, featuring the content that\u2019s available to stream.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101600\" align=\"alignnone\" width=\"603\"]<img class=\"wp-image-101600 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Netflix-1.png\" alt=\"Netflix re-engagement\" width=\"603\" height=\"783\" \/> <em>Once a customer has unsubscribed, Netflix initiates a re-engagement campaign to trigger a week after unsubscribing. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/859ab075-162e-dde5-4547-607547b36230?company_id=18&amp;filter=classified&amp;journey_id=15526&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Netflix doesn\u2019t give up after these 10 days, however. After these three emails are sent in the first 10 days, the cycle repeats. A week after the third email is sent, Netflix sends the \u201creunite\u201d email again, and the pattern repeats. Of course, the content mentioned in the final email in the series is dynamic, updating as the content available to stream changes.<\/p>\r\n<h4>Remind and Re-Educate<\/h4>\r\n<p>A customer may just need that extra little push to remember why they bought your product in the first place. Sending marketing communications that re-educate the customer about your product features or customer testimonials can help reignite the spark the customer once had for your brand. Showcase the benefits of your product that invites the customer back into the fold.<\/p>\r\n<p><a href=\"https:\/\/www.homechef.com\/\" target=\"_blank\" rel=\"noopener\">HomeChef<\/a>, the meal kit subscription, picked to re-educate their disengaged customers\u2014in this case, someone who had paused their subscription\u2014by showing the benefits of the product. First, HomeChef showcased how easy the preparation process is. Then, in the next email, they featured the recipes the user missed out on by discontinuing. Lastly, they reminded the customer that the experience is totally customizable, seeing if they\u2019re interested in swapping recipes or delivery cadence.<\/p>\r\n\r\n[caption id=\"attachment_101606\" align=\"alignnone\" width=\"638\"]<img class=\"size-full wp-image-101606\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-HomeChef-1.png\" alt=\"Homechef Re-Engagement campaign\" width=\"638\" height=\"481\" \/> <em>HomeChef sent multiple emails in their re-engagement series, designed to re-educate the customer about their beneficial product features. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/017dd1c0-7cd9-9898-381c-3a505875fc48?company_id=4872&amp;filter=classified&amp;journey_id=15463&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Also of note, in HomeChef\u2019s re-engagement campaign they\u2019re not pushy. Yes, they communicated the recipes the customer missed while they had their subscription paused, but they also offered the recipes to the customer. Therefore, customers still get a benefit\u2014the recipe\u2014 and could try to make the meals on their own, without pre-portioned ingredients. Through this process, however, they may realize it\u2019s easier with the HomeChef kit and unpause they\u2019re deliveries.<\/p>\r\n<h4>Manage Message Preference<\/h4>\r\n<p>If the customer isn\u2019t engaging with the current messages and methods of communication, maybe you need to re-evaluate when and where you\u2019re reaching out to them. Something as simple as asking the customer about their message preferences could change how the customer chooses to interact with your brand. If a customer doesn\u2019t like emails and prefers SMS, but your brand has only been sending emails, they\u2019re not going to engage. Switch it up, based on customer feedback, and it may be enough to re-engage them.<\/p>\r\n<p><a href=\"https:\/\/www.archant.co.uk\" target=\"_blank\" rel=\"noopener\">Archant<\/a>, a newspaper and magazine publishing company, cleverly disguised a re-engagement campaign as a \u201cspring cleaning\u201d event. They sent the below email to ensure that the content they sent going-forward would be relevant to the customer. Perhaps they were seeing and uptick in unopened emails, or perhaps they\u2019re just looking to better personalize the content they send. Either way, asking customers directly to fill out their preferences is an effective way to increase engagement.<\/p>\r\n\r\n[caption id=\"attachment_101618\" align=\"alignnone\" width=\"598\"]<img class=\"size-full wp-image-101618\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Archant.png\" alt=\"Archant Re-Engagement campaign\" width=\"598\" height=\"963\" \/> <em>Archant flat-out asked customers to select their preferences and subscriptions to make sure their emails don\u2019t go unnoticed. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/update-your-preferences\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In addition to asking for content preferences, Archant could expand upon this type of marketing message to ask about channel preference as well. This could be a great way to get users to opt-in to SMS, if that\u2019s their preferred channel, for example. Nothing beats getting data directly from the customer.<\/p>\r\n<h4>Take Time to Test<\/h4>\r\n<p>If you ask customers where they prefer to receive messages and you don\u2019t get a response, test! Try different channels you may not have explored. Consider the customer\u2019s situation and how you can best reach them. If they haven\u2019t been responding to any digital channels, for example, maybe give direct mail a shot.<\/p>\r\n<p>Home furnishing brand, <a href=\"https:\/\/www.apt2b.com\/\" target=\"_blank\" rel=\"noopener\">Apt2B<\/a>, is testing different marketing channels. For example, as a way to re-engage customers who have not been engaging with their emails, they send <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">SMS messages<\/a>. The content is similar in both the email and the <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, but Apt2B is attempting to figure out which channel the customer prefers to interact with.<\/p>\r\n\r\n[caption id=\"attachment_101624\" align=\"alignnone\" width=\"513\"]<img class=\"size-full wp-image-101624\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Apt2B-1.png\" alt=\"Apt2B SMS and Email\" width=\"513\" height=\"765\" \/> <em>Apt2B is looking to gain customer insight by seeing which channel the customer engages with, in the hopes of guiding future communications.<\/em>[\/caption]\r\n\r\n<p>SMS is a more personal marketing channel. While Apt2B is taking the right approach by testing a variety of marketing channels, once they have established the channel isn\u2019t the issue, we\u2019d recommend switching up the content. Because the content they\u2019re sending via both channels is similar, if neither channel is garnering engagement, it may be time to test what they\u2019re sending, instead of where.<\/p>\r\n<h3>Remind Customers Why They Loved You<\/h3>\r\n<p>Re-engagement campaigns are designed to refresh your brand\u2019s relationships with your customers. Customers who receive your re-engagement campaigns likely have one foot out the door, so the onus is on your team to remind customers why they loved you in the first place. What problems can your brand solve for? What benefits does your brand provide?<\/p>\r\n<p>By setting thresholds, re-educating, managing message preferences, and testing, your re-engagement campaigns will reignite customer engagement and strengthen customer relationships. But remember, re-engagement campaigns are a piece of the overall customer experience\u2026\u00a0<\/p>\r\n<p><em>To learn more about re-engagement campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Re-Engagement Campaigns","post_excerpt":"This article\u2014the fourth and final in our series\u2014will provide context around, and examples of, re-engagement campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-re-engagement-campaigns","to_ping":"","pinged":"","post_modified":"2022-06-10 10:01:41","post_modified_gmt":"2022-06-10 17:01:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101599","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Re\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-re-engagement-campaigns\/"},{"ID":101545,"post_author":"79","post_date":"2022-06-08 14:05:43","post_date_gmt":"2022-06-08 21:05:43","post_content":"<p>2022 has not been easy for brands. In a time of such uncertainty, it\u2019s incredibly difficult for business leaders to chart a course for the long-term. But it\u2019s not impossible. Armed with the right tools, team, and data, Chief Marketing Officers (CMOs) can not only cope, but conquer the challenges of 2022 and beyond.<\/p>\r\n<h3>Q2 2022 CMO Survey<\/h3>\r\n<p>In search of a bird\u2019s-eye view of the modern marketing landscape, we spoke to those at the helm of marketing organizations: CMOs. In March, we interviewed 500 CMOs in the US and U.K., from brands of different industries, sizes, and business types to discover what channels, programs, and resources are needed to stay competitive while maintaining efficiency.<\/p>\r\n<p>We\u2019ll reveal the findings of our Q2 2022 CMO survey, which captures the state of spend and strategy in marketing, and sheds light on how brands and businesses can catch up, capitalize on market shifts, and connect with the modern consumer.<\/p>\r\n<p>The first chapter in our mini-series is the focal point of every great brands\u2019 marketing strategy: the customer.<\/p>\r\n<h3>The Customer Has Changed<\/h3>\r\n<p>Before 2020, discussion of business change was measured in terms of months and years. Even the most seismic events were assumed to take time before they shifted the way the brand does business.<\/p>\r\n<p>The COVID-19 pandemic reordered the global economy, almost overnight, introducing a <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">\u201cnew\u201d customer<\/a> that placed a new importance on <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a>.<\/p>\r\n<p>Then came 2021. As the world rebounded and faced new challenges (cough, cough: <a href=\"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/\" target=\"_blank\" rel=\"noopener\">supply chain<\/a>), prepared to say goodbye to cookies and embraced online shopping, this new customer found comfort in <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">transparency<\/a> and authenticity.<\/p>\r\n<p>Now, we\u2019re mid-2022. Over the past six months, the world has somewhat bounced back\u2014just in time to welcome new variants and headlines of impending recession and financial doom. With changing times and circumstances comes an even newer customer who has, again, evolved.<\/p>\r\n<h3>Dive into a Digital Experience<\/h3>\r\n<p>COVID-19 was a once-in-a-generation acceleration for <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, turning digital channels into the channels of choice\u2014and necessity\u2014for more customers than ever before. As a result, consumers are now increasingly looking to digital platforms to complete day-to-day tasks. How many of us don\u2019t think twice about getting everyday groceries or food delivery online? Notifications from <a href=\"https:\/\/iterable.com\/customers\/imperfect-foods\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a>, reminding us that our groceries are en-route, generate an odd sense of anticipation that never seems to dilute.<\/p>\r\n\r\n[caption id=\"attachment_101572\" align=\"alignnone\" width=\"3750\"]<img class=\"size-full wp-image-101572\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-1.png\" alt=\"Customer Behavior changes\" width=\"3750\" height=\"1920\" \/> <em>The top three changes in customer behavior over the last 12 months in the US and U.K.<\/em>[\/caption]\r\n\r\n<p>According to the CMO survey, the top three changes in customer behavior over the last 12 months in the US and U.K. were:<\/p>\r\n<ul>\r\n\t<li>People shifting to digital platforms for their everyday needs,<\/li>\r\n\t<li>Increased interest in \u201cnew\u201d experiences or promotions<\/li>\r\n\t<li>A move to values-based purchasing<\/li>\r\n<\/ul>\r\n<p>An increase in both digital adoption and interest in \u201cnew\u201d experiences open many doors for innovative and creative brands. The possibilities for promotion are endless when you have a slew of digital channels at your disposal.Be ahead of the curve when it comes to how you\u2019ll use your digital marketing channels, but always consider what customers want in their connection.<\/p>\r\n<h3>Considering the Customer<\/h3>\r\n<p>Outside of the terrible toll of the virus itself, we\u2019ve seen the much broader hidden impact of the pandemic. Many customers have reassessed what they want from their lives. And they\u2019ve made some major interpersonal shifts accordingly.<\/p>\r\n<p>For example, an upswing in divorce, break-ups, new relationships, and new pet adoptions were dominant shifts in customer behavior. And, as consumers fall out of love and invest more in relationships with their furry friends, they\u2019re looking for more empathy from anyone they interact with\u2014especially brands.<\/p>\r\n<p>The CMOs surveyed in our study were acutely aware of the strain consumers have been under, and the effects of this strain on their businesses. Our respondents reported a major upswing in values-based purchasing, meaning that customers want to make sure there is meaning behind their transactions.<\/p>\r\n<p><strong>As inflation continues to rise, and customers become more cautious about their spending, brands need to communicate a deeper value to each dollar spent with their business.<\/strong><\/p>\r\n<p>Now that brands know what they need to do, strategically, to adjust to customer lifestyle shifts, it would be cogent to know where your colleagues and competition stands when it comes to customer connections.<\/p>\r\n\r\n[caption id=\"attachment_101578\" align=\"alignnone\" width=\"3750\"]<img class=\"size-full wp-image-101578\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-2.png\" alt=\"Emotional Connection\" width=\"3750\" height=\"1920\" \/> <em> We found that just over 72% of CMOs believe customers feel emotionally connected to their brands. A whopping 71.2% believe those same customers would stand by them in difficult times. <\/em>[\/caption]\r\n\r\n<p>Connecting with customers is more than just delivering a product. Today, creating customer loyalty is rooted in <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">how a customer feels<\/a> about your brand and the overall customer experience.<\/p>\r\n<h3>Experience is Everything<\/h3>\r\n<p>Of course, now that we know what has changed for consumers, and how marketers need to adjust to meet these shifts in sentiment, it\u2019s time to focus on the next 12 months.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101584\" align=\"alignnone\" width=\"3000\"]<img class=\"size-full wp-image-101584\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-3.png\" alt=\"Focuses for the future\" width=\"3000\" height=\"1536\" \/> <em> When it comes to the future, CMOs are clear-eyed on the three most important things for customers in the next year: World Class Customer Experience, Trustworthy Relationships, and Respecting Their Privacy. <\/em>[\/caption]\r\n\r\n<p>At a high level, the data portrays a simple message: give customers a great experience, and they\u2019ll buy more, be more loyal, and share their experience with friends. But what makes a truly great experience? Harmony. Individualization. Dynamic Content. And\u2014the most important\u2014human touch. Real connections enabled by technology but powered with creativity and care.<\/p>\r\n<p>Connecting with customers is not always simple, but it\u2019s always worth it. By investing in experience and continuously catering and personalizing your strategy to meet the needs of the changing consumer, you\u2019ll secure a loyal user base for your brand that will stick with you through thick and thin. Luckily, the road to crafting this customer experience is not a solo one...<\/p>\r\n<p><em>Join marketing practitioners all over the world. <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Register for Activate North America<\/a>, happening September 7-9, to talk about the path forward for today's most formidable (and customer-centric) brands.<\/em><\/p>","post_title":"CMO Survey 2022: The Changing Customer","post_excerpt":"Our Q2 2022 CMO survey sheds light on how brands can catch up, capitalize on market shifts, and connect with the modern consumer.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cmo-survey-2022-the-changing-customer","to_ping":"","pinged":"","post_modified":"2022-07-20 12:03:38","post_modified_gmt":"2022-07-20 19:03:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101545","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"CMO Survey\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cmo-survey-2022-the-changing-customer\/"},{"ID":101487,"post_author":"79","post_date":"2022-06-07 09:52:53","post_date_gmt":"2022-06-07 16:52:53","post_content":"<p>Gone are the days where consumers focus on just your product or brand. As much as we'd all love to be on our customers' minds all the time, they have lives of their own with needs to fulfill.<\/p>\r\n<p>As a result, marketing is now a matter of reaching someone in the right context. This is known as contextual messaging\u2014<a href=\"https:\/\/seeds.sproutsocial.com\/patterns\/contextual-messaging\/\" target=\"_blank\" rel=\"noopener\">a set of components and techniques<\/a> designed to deliver individualized marketing at key, relevant moments, fitting each customer\u2019s needs.<\/p>\r\n<p>To get it right, however, your marketing team needs to incorporate what you know about the customer\u2014data you\u2019ve collected\u2014and what you know about the state of affairs in the world\u2014the news, social feeds, etc. With these two data sets in place, your messaging can reach customers in a way that has a direct impact on their lives. Here are a few examples of successful contextualized messaging to inspire your campaigns.<\/p>\r\n<h3>Contextualized Messaging in Action<\/h3>\r\n<p>To start, brands should identify their personas or segments and the specific information related to their demographics, pain points, buying goals, preferences, and objections. With the right tools, this personalized information becomes the cornerstone for understanding where your audience stands in their buying journey, and what kind of content will best speak to them and when.<\/p>\r\n<h4>Stay Relevant<\/h4>\r\n<p>Demographics help drive deeper engagement with a specific portion of your audience, and become even more effective when aligned with real world context. In 2020, <a href=\"https:\/\/www.mcdonalds.com\/us\/en-us.html\" target=\"_blank\" rel=\"noopener\">McDonald\u2019s<\/a>, the fast food chain, served up a <a href=\"https:\/\/corporate.mcdonalds.com\/corpmcd\/en-us\/our-stories\/article\/ourstories.thank-you-meals.html\" target=\"_blank\" rel=\"noopener\">special promotion for first responders and health care workers<\/a> on the front lines of the coronavirus pandemic.<\/p>\r\n<p>As a thank you for their work, frontline employees\u2014who presented their service IDs\u2014were offered the opportunity to enjoy a free meal. The advertising for this token of appreciation came in the form of personalized emails, with a CTA encouraging subscribers\u2014whether they\u2019re frontline employees or not\u2014to spread the word of the special event on social media.<\/p>\r\n\r\n[caption id=\"attachment_101500\" align=\"alignnone\" width=\"1685\"]<img class=\"wp-image-101500 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-heroes-deserve-free-thank-you-meals-2022-06-06-14_27_09-edit.png\" alt=\"McDonalds Contextualized Messaging\" width=\"1685\" height=\"3435\" \/> <em>McDonald\u2019s sent this email to frontline workers during the pandemic, knowing that they could appreciate a free meal after working long hours. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/heroes-deserve-free-thank-you-meals\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a><\/em>[\/caption]\r\n\r\n<p>Recognizing your customers for their efforts in a relevant manner is a surefire way to earn their loyalty. Here, McDonald\u2019s understood that a portion of their audience\u2014frontline workers\u2014 were in the midst of an exceptionally difficult time. The company acknowledged the best way they could help, and empowered their audience beyond the intended demographic to make the most of the promotion. When tapping into demographic context, it\u2019s important to simultaneously avoid alienating the rest of your audience. McDonald\u2019s does well to balance product offering, demographic data, and contextualization here.<\/p>\r\n<h4>Use Customer Data<\/h4>\r\n<p>Sometimes, a brand\u2019s relevance with consumers can be congruent with another product or brand altogether. Here, <a href=\"https:\/\/www.siriusxm.com\/\" target=\"_blank\" rel=\"noopener\">Sirius XM<\/a>, the satellite radio service, was quick to send a new customer a welcome email which referenced the recent purchase of a new vehicle that comes with a three-month trial of their service. <br \/>\r\nA series of emails were sent promoting their mobile app, as well as an additional promotion offering an extended trial at a discounted price. The purpose of the welcome message was clear, indicating that they would like the new user to transition into becoming a full-time customer. But, what really made the messaging effective was its timing\u2014coming just days after the new car owner had time to explore and enjoy the service for themselves.<\/p>\r\n\r\n[caption id=\"attachment_101533\" align=\"alignnone\" width=\"616\"]<img class=\"wp-image-101533 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Sirius-XM-2.jpg\" alt=\"SiriusXM Car Purchase\" width=\"616\" height=\"951\" \/> <em>Knowing which vehicles their service was packaged with, SiriusXM gets the jump on new customers with this welcome message.<\/em>[\/caption]\r\n\r\n<p>The relevance, timing and call-to-action here make for a very effective set of contextualized messages. Sirius does a great job of not only getting their foot in the door, but taking actionable steps towards creating repeat business by helping the trial user get the most out of their new service. When reaching out to new customers, it can pay off to understand how they came to find your brand or service, and use that to hone in on further personalization.<\/p>\r\n<h4>Keep Seasonality in Mind<\/h4>\r\n<p>Seasonality is the perfect example of contextualized messaging. In certain contexts, like a summer month, for example, featuring a winter jacket in a promotional email wouldn\u2019t make any sense, but featuring a bathing suit would.<\/p>\r\n<p>The apparel company, <a href=\"https:\/\/ironandresin.com\/\" target=\"_blank\" rel=\"noopener\">Iron and Resin<\/a>, suggested items related to the time of the year. In, what we can only assume is a post-holiday email (based on the \u201cHoliday Hangover Sale\u201d option in the top navigation), Iron and Resin focused on advertising their \u201cwarmest\u201d jacket. While also touting the jacket\u2019s versatility, Iron and Resin chose to feature this product because it aligns with the time of the year. It\u2019s cold, so why not feature a jacket that keeps customers warm?<\/p>\r\n\r\n[caption id=\"attachment_101488\" align=\"alignnone\" width=\"1742\"]<img class=\"size-full wp-image-101488\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-shrug-off-the-cold-with-ease-2022-06-06-14_06_40-edit-1.png\" alt=\"Iron and Resin Contextualized Messaging\" width=\"1742\" height=\"10656\" \/> <em>Iron and Resin provides a seasonal contextualized message, offering customers their warmest product in the coldest months. Source: ReallyGoodEmails.<\/em>[\/caption]\r\n\r\n<p>You can layer more than your outerwear. In fact, you can layer your contextualized messages. By using seasonality and customer data, you could send customers an email, during winter, with jackets they\u2019ve been browsing.Tack on a coupon for 15% off and, with the right contextualized messaging, you could have yourself a sale! Remember, contextualized messaging is all about being in the right place at the right time.<\/p>\r\n<h4>Help Your Customers<\/h4>\r\n<p>In a different display of leveraging previous purchase information, <a href=\"https:\/\/www.1800contacts.com\/?ef_id=CjwKCAjwyryUBhBSEiwAGN5OCBN-k0fQ27tuPHg_k9HP9G3cydU9cET359DnQtGM9hKx5qed_Ev-CxoCVUUQAvD_BwE:G:s&amp;s_kwcid=AL!4587!3!576760360060!e!!g!!contacts%20800&amp;adlid=kwd-882132278x136264591167x15987727860&amp;ac=PS.Google.Brand.e.c.GoogleUSCASearch_Brand_Quasi_Terms_All_Devices.contacts%20800&amp;gclid=CjwKCAjwyryUBhBSEiwAGN5OCBN-k0fQ27tuPHg_k9HP9G3cydU9cET359DnQtGM9hKx5qed_Ev-CxoCVUUQAvD_BwE\" target=\"_blank\" rel=\"noopener\">1-800 Contacts<\/a>, the online contact lens retailer, determines when their customers are due to refill their prescriptions based on how many contacts they previously purchased. For someone who may or may not be aware that they need to re-up their supply, this email would serve as a much-needed reminder and, as a result, encourage customer action.<\/p>\r\n\r\n[caption id=\"attachment_101526\" align=\"alignnone\" width=\"596\"]<img class=\"wp-image-101526 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1-800-contacts.jpg\" alt=\"Prescription Renewal\" width=\"596\" height=\"993\" \/> <em>1-800 Contacts notifies a customer of the upcoming renewal for their prescription with this timely reminder.<\/em>[\/caption]\r\n\r\n<p>For businesses that are centered on subscription-based models, timing becomes especially relevant to retention. 1-800 Contacts understands the importance of their product and knows when to nudge customers towards a refill when they need it most. Aim to keep your customer\u2019s best interests in mind and you\u2019ll win their loyalty along the way.<\/p>\r\n<h3>Be Competitive Through Context<\/h3>\r\n<p>As markets become more competitive, so too must marketers. In most cases, contextual messaging requires an investment in strong data\u2014but the benefits are numerous. From increased customer engagement to higher recurring revenue, defining your buyer personas and segmenting your customers for personalized outreach becomes one of the top ways to reach your audience and earn their loyalty.<\/p>\r\n<p>Ultimately, the goal for these campaigns is about keeping your customers coming back for more. But the brands that do it well, and make it stick, are those who are speaking to customer interests, help solve problems, and further cement customer loyalty through a personalized message.<\/p>\r\n<p><em>To learn how to build out your martech stack for contextualized messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Why Contextualized Messages Matter for Customer Loyalty","post_excerpt":"Marketing is a matter of reaching someone in the right context. Here are a few examples of contextualized messaging to inspire your campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-contextualized-messages-matter-for-customer-loyalty","to_ping":"","pinged":"","post_modified":"2022-06-07 09:52:53","post_modified_gmt":"2022-06-07 16:52:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101487","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-contextualized-messages-matter-for-customer-loyalty\/"},{"ID":101434,"post_author":"79","post_date":"2022-06-02 11:26:51","post_date_gmt":"2022-06-02 18:26:51","post_content":"<p>Dynamism. It sounds exciting, strong, powerful. In fact, dynamism is defined as \u201cthe quality of being characterized by vigorous activity and progress.\u201d Breaking down the word further, \u201cdyn,\u201d by itself, means power. In a marketing context, we achieve progress and power through dynamic content personalization.<\/p>\r\n<p>Dynamic content personalization moves the needle. It progresses your marketing efforts and makes your marketing messaging more powerful because it introduces a new layer of individualization. In the past, marketing messages were often a swath of sameness. Every person received the same message, regardless of their interests, needs, or wants. Today, marketing has evolved. Dynamic content personalization gives marketers the ability to change their messaging for each individual user. Let\u2019s get into how.<\/p>\r\n<h3>Dynamic Imagery<\/h3>\r\n<p>Imagery is a common way for marketers to incorporate dynamic content personalization into their marketing messages. With the right marketing platform, you should be able to pull specific imagery, based on customer behavior, into your marketing messaging.<\/p>\r\n<p>Say, for example, a customer had abandoned an item in their online shopping cart and you want to follow up with an abandoned cart email. As mentioned in our latest ebook, \u201cHow to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization,\u201d one of the keys to creating a successful abandonment campaign is the imagery. To get the highest chance of engagement and, ultimately, conversion, you include an image of the item they abandoned in the email.<\/p>\r\n\r\n[caption id=\"attachment_101453\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-101453\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/The-North-Face_2022-04-20_0057_wednesday_Double-check-your-gear-list-we-thi.png\" alt=\"North Face Dynamic Content Personalization\" width=\"800\" height=\"3089\" \/> <em><a href=\"https:\/\/www.thenorthface.com\/\" target=\"_blank\" rel=\"noopener\">The North Face<\/a> sends their customers abandoned cart emails featuring an image of the abandoned item and a CTA to \u201cHead Back to Cart.\u201d Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/3a5d9c16-9bfd-9c56-e630-70d48bd47305?company_id=1999&amp;filter=classified&amp;journey_id=31348&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s going to garner more customer engagement: a plain text email, or one that features an image of the exact product the customer just abandoned? Ding ding ding! We have a winner. It\u2019s the email with the image. In fact, according to <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\" target=\"_blank\" rel=\"noopener\">GetResponse<\/a>, emails with images have both a higher open rate (24.3% vs. 15.6%) and click-through rate (3.3% vs. 1.3%) than emails without images. But, imagery is only one part of dynamic content personalization.<\/p>\r\n<h3>Dynamic Text<\/h3>\r\n<p>Dynamic content personalization can also be developed through text. By using text fields that automatically pull in data like product names, customer names, previous orders, etc, your marketing team can create highly individualized marketing messages without a heavy manual lift.<\/p>\r\n<p>In the previous example from The North Face, for instance, the image is pulled in but the product name is also featured right below the image. It\u2019s important to provide the product information so the customer can easily find or search for what they need. Welcome campaigns are also a great place to incorporate dynamic text.<\/p>\r\n\r\n[caption id=\"attachment_101447\" align=\"alignnone\" width=\"934\"]<img class=\"size-full wp-image-101447\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Panera-Example.png\" alt=\"Panera Dynamic Text\" width=\"934\" height=\"1205\" \/> <em>Not only did <a href=\"https:\/\/www.panerabread.com\/en-us\/home.html\" target=\"_blank\" rel=\"noopener\">Panera<\/a> include the customer\u2019s name in the body copy, but they included their name in the subject line as well.<\/em>[\/caption]\r\n\r\n<p>A simple addition to any welcome email is the customer\u2019s name. Emails that include the customer\u2019s name in the subject line alone are <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/?sh=101ba1d12a94\" target=\"_blank\" rel=\"noopener\">26% more likely<\/a> to be opened than emails without this feature. It\u2019s such a small, simple addition, but this dynamic content personalization can have a huge impact on engagement. To go a step further, pulling in additional customer data can elevate your dynamic content personalization.<\/p>\r\n<h3>Dynamic User Data<\/h3>\r\n<p>Using a customer\u2019s name in personalized marketing messaging should be considered table stakes. Customers have come to expect this level of personalization at the bare minimum and, because it\u2019s such a small yet impactful addition, there really shouldn\u2019t be any reason why brands aren\u2019t doing this.<\/p>\r\n<p>Adding other customer data, however, is how you level-up your dynamic content personalization. Think about all of the customer data you have access to in your customer activation platform. You have their birthdays, zip codes, phone numbers, emails, previous orders, returns, etc. Getting creative with dynamic content personalization can separate your brand from competitors.<\/p>\r\n\r\n[caption id=\"attachment_101441\" align=\"alignnone\" width=\"1265\"]<img class=\"size-full wp-image-101441\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-upcoming-shows-near-greenville-aziz-ansari-east-forest-and-more-2022-06-02-11_13_43-edit.png\" alt=\"Spotify Dynamic Content Personalization\" width=\"1265\" height=\"6098\" \/> <em>We\u2019ve used this <a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a> example before because it\u2019s that dang good. This email showcases concerts by the customer\u2019s favorite artists in their zip code. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/upcoming-shows-near-greenville-aziz-ansari-east-forest-and-more\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>. <\/em>[\/caption]\r\n\r\n<p>By cross-referencing customer data, like Spotify did in the example above, you can end up with an incredibly individualized email based entirely on dynamic content personalization. To create this email, Spotify used customer listening data and combined it with location data, automatically creating a list of concerts they might like in their area. Genius.<\/p>\r\n<h3>Work Smarter, Not Harder<\/h3>\r\n<p>Back in the day, this level of marketing individualization may have seemed impossible, but not anymore. By minimizing manual effort and automating the processes, creating customized content has never been easier.<\/p>\r\n<p>Dynamic content personalization is all about making your marketing team\u2019s lives easier while also seeing increased engagement and conversions. You already collect customer data, so why not use it in a way that\u2019s not only beneficial to your brand, but beneficial to the customer as well. From small changes, like adding the customer\u2019s name to your messages, to more creative applications, like sending a customized list of concerts in the area, dynamic content personalization can increase brand trust and build a stronger customer relationship.<\/p>\r\n<p>Everyone wants to feel like they\u2019re the only one in the room and, with dynamic content personalization, you\u2019ll make your customer feel like you\u2019re talking directly to them, providing the most relevant information when they need it most.<\/p>\r\n<p><em>To learn more about how your brand can easily implement dynamic content personalization, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Dynamic Content Personalization to Boost Your Marketing Efforts","post_excerpt":"Dynamic content personalization gives marketers the ability to change their messaging for each individual user. Let\u2019s get into how.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dynamic-content-personalization-to-boost-your-marketing-efforts","to_ping":"","pinged":"","post_modified":"2022-06-02 11:33:24","post_modified_gmt":"2022-06-02 18:33:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101434","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dynamic Content Personalization\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dynamic-content-personalization-to-boost-your-marketing-efforts\/"},{"ID":101314,"post_author":"79","post_date":"2022-05-31 12:25:12","post_date_gmt":"2022-05-31 19:25:12","post_content":"<p>When shopping in-person, you find a gorgeous pair of jeans. They fit you perfectly and the wash is exactly what you\u2019ve been searching for. You hold onto that pair of jeans as you browse the rest of the items around the store. Then, as you head to checkout, you realize not only the high price point of those jeans, but that you aren\u2019t as obsessed with them as you were when you first tried them on. You hang them back on the rack and leave.<\/p>\r\n<p>Online, this would be considered an abandoned cart. The customer came to your website, poked around, found something they liked, and placed it in their virtual shopping cart. As they got ready to check out, they decided they no longer wanted to buy it and left the website\u2014abandoning the item in their cart. As a customer, it\u2019s great to have that option. As a marketer, however, it\u2019s hard to watch. Thus, abandonment campaigns came to be.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including abandonment campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the third in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-promotional-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, abandonment campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Abandonment Campaigns?<\/h3>\r\n<p>Abandonment campaigns are a direct response to customers leaving items in their virtual carts. Often designed with dynamic content, classic abandonment campaigns feature messages that include the abandoned item. So, if a customer left a pair of jeans in their online cart, you could send an email to that customer, showcasing the exact jeans they left behind\u2014the goal being to get them to purchase.<\/p>\r\n<p>Onboarding, welcome, and promotional campaigns can be personalized, but abandonment campaigns open the door to a deeper level of individualization. Using customer behavioral data to customize marketing messages shows the customers you\u2019re paying attention and is more likely to improve engagement. And further down the funnel\u2014say, right before purchase\u2014engagement is crucial.<\/p>\r\n<p>To execute abandonment campaigns effectively, there are four key elements you\u2019ll need to consider: real-time triggers, visuals, unified carts, and clarity. Let\u2019s dive into each.<\/p>\r\n<h4>Real-Time Triggers<\/h4>\r\n<p>Real-time triggers are events that can initiate a campaign, automatically, as they happen. In a cart abandonment, for example, the trigger may be the customer leaving the site with an item in their cart. This could trigger the start of your abandonment campaign. Because customers are actively interacting with your website or app when they abandon their cart, taking advantage of their engagement and acting quickly can prove to be beneficial.<\/p>\r\n<p>We mentioned jeans earlier\u2014well, here\u2019s a real-life example. Clothing brand, <a href=\"https:\/\/www.truereligion.com\/\" target=\"_blank\" rel=\"noopener\">True Religion<\/a>, has three separate messages as part of their abandonment campaign. In the example below, a shopper must have left the highlighted pair of jeans in their cart and left the site. True Religion followed up with a same-day message, a message the following day, and a final message the next.<\/p>\r\n\r\n[caption id=\"attachment_101316\" align=\"alignnone\" width=\"677\"]<img class=\"wp-image-101316 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-TrueReligion.png\" alt=\"True Religion Abandonment Campaign\" width=\"677\" height=\"805\" \/> <em>True Religion used dynamic content, pulling the exact item the customer left behind into the email\u2014an easy way to add personalization. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/88f52347-1569-ac7d-1340-9e6bb22a9618?company_id=2793&amp;filter=classified&amp;journey_id=28254&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>. <\/em>[\/caption]\r\n\r\n<p>In each message, True Religion offered customers 15% off and featured additional trending clothing items. You can tell the emails are triggered because the copy isn\u2019t product-specific, but pulling in the product picture and description is a smart way to make these messages impactful without a heavy lift from their marketing team.<\/p>\r\n<h4>Eye-Catching Visuals<\/h4>\r\n<p>Visuals are crucial when it comes to abandonment campaigns. Maybe the customer has forgotten what they left behind. Putting an image of the abandoned item in the message, like True Religion did, can remind customers of the products they may want to purchase. Or, maybe they didn\u2019t forget and have been considering this purchase ever since they left your site. Showing them the item again could be exactly the nudge they need to press \u201cbuy.\u201d<\/p>\r\n<p><a href=\"https:\/\/www.neutrogena.com\/\" target=\"_blank\" rel=\"noopener\">Neutrogena<\/a>, the beauty brand, has two emails in their abandonment campaign. The first, features a large photo of the abandoned product and, right below, some other product recommendations based on the abandoned product. The second email also features the product image but also features a bold image at the top with text reading \u201cit\u2019s never too late.\u201d<\/p>\r\n\r\n[caption id=\"attachment_101322\" align=\"alignnone\" width=\"805\"]<img class=\"size-full wp-image-101322\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-Neutrogena.png\" alt=\"Neutrogena Abandonment Campaigns\" width=\"805\" height=\"805\" \/> <em>Neutrogena highlights their beauty quiz at the bottom of this email. If customers aren't sure if the product is right for them, taking the quiz could help them decide. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b1c70d6b-a356-e0fd-4991-fa4ef7432747?company_id=5182&amp;filter=classified&amp;journey_id=28252&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Neutrogena was smart with their visuals because if a customer opens the first abandoned cart email and ignores it, they\u2019d likely easily skim over an identical email. By switching up the visuals, Neutrogena is improving the chances of conversion engagement while still reminding the customer of the product they left behind.<\/p>\r\n<h4>Cross-Channel Unified Carts<\/h4>\r\n<p>The cross-channel experience can make or break a purchase when it comes to abandoned carts. Even if a customer is using multiple channels to interact with your brand, they should have a consistent experience, regardless of the channel they choose. So, for example, if your customer goes to your desktop site, adds items to their cart, leaves, and signs in later on the app, that cart should look identical to the cart they abandoned on the desktop site.<\/p>\r\n<p>With that, messaging should reflect carts built on multiple devices. If a customer abandons their in-app cart, they should still receive your abandonment email campaign. If a customer abandons their cart on the desktop, they can still receive push notifications or SMS messages regarding their abandoned item.<\/p>\r\n<p>With <a href=\"https:\/\/www.chewy.com\/\" target=\"_blank\" rel=\"noopener\">Chewy<\/a>, the pet care brand, it\u2019s easy to switch between desktop and their mobile app. As long as you\u2019re logged into your account, what you add to your cart in the app will show up in your cart on the desktop site (and vice versa). Then, when receiving abandonment emails from Chewy, if you\u2019re on your phone and click through the email, you\u2019ll be taken to the app. If you open the email on the desktop, you\u2019ll be taken to the desktop site.<\/p>\r\n\r\n[caption id=\"attachment_101328\" align=\"alignnone\" width=\"747\"]<img class=\"size-full wp-image-101328\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-Chewy.png\" alt=\"Chewy Cross-Channel Messaging\" width=\"747\" height=\"837\" \/> <em>Chewy makes it really easy to switch between channels and still feel like you\u2019re having a cohesive experience.<\/em>[\/caption]\r\n\r\n<p>Giving customers the ability to switch between channels and experience a unified cart can make for a better abandonment campaign. When customers are making a purchase decision, accessing a single cart, from wherever they are, can be the deciding factor in whether or not they make the purchase. Unified carts reduce friction.<\/p>\r\n<p>Crystal-Clear Messaging<\/p>\r\n<p>When designing a cart abandonment campaign, the goal is very simple: get customers to buy the items they\u2019ve left behind. Because the goal is very simple, it\u2019s important the messaging is clear as well. Adding too many bells and whistles or introducing new goals and objectives could easily create a convoluted, confusing message.<\/p>\r\n<p>Home furnishing brand, <a href=\"https:\/\/www.crateandbarrel.com\/\" target=\"_blank\" rel=\"noopener\">Crate &amp; Barrel<\/a>, makes the intent of their abandonment campaigns very clear. There are three emails in the series and each features a bold, simple headline, a photo of the abandoned item, and a descriptive CTA. There\u2019s no confusion about where the user will be taken when they click on the message.<\/p>\r\n\r\n[caption id=\"attachment_101334\" align=\"alignnone\" width=\"661\"]<img class=\"size-full wp-image-101334\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-CrateBarrel.png\" alt=\"\" width=\"661\" height=\"805\" \/> <em>In all three emails in this series, the CTA says \u201cView Cart and Check Out.\u201d The CTA not only eliminates steps for the customer, but sets clear expectations. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0a58f99d-a302-7f21-7911-1fd5caf86912?company_id=310&amp;filter=classified&amp;journey_id=28230&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>In addition, Crate &amp; Barrel uses different copy in each email headline in their abandonment series. For example, the first email in the series reads \u201cfinish checking out today.\u201d This email was likely sent shortly after the customer left their item in the cart and implies that the customer is midway through completing their order. If the order isn\u2019t completed, they receive different messaging. It\u2019s a nice touch to help personalize the content.<\/p>\r\n<h3>Show Customers What to Do Next<\/h3>\r\n<p>Abandonment campaigns are used to guide customers through their journey in a personalized way. The customer is already at the bottom of the funnel, just about to convert, but, for some reason, doesn\u2019t. Abandonment campaigns could be the final nudge they need. When developing your campaigns, make sure the next step in the journey is clear, enticing, and customized for each individual user.<\/p>\r\n<p>With real-time triggers, eye-catching visuals, cross-channel unified carts, and crystal-clear messaging your abandonment campaigns will ensure customers are continuing along their journey and clicking \u201cbuy.\u201d But remember, abandonment campaigns are only a small piece of the customer experience\u2026<\/p>\r\n<p><em>To learn more about abandonment campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Abandonment Campaigns","post_excerpt":" The four elements for effective abandonment campaigns are: real-time triggers, visuals, unified carts, and clarity. Let\u2019s dive into each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-abandonment-campaigns","to_ping":"","pinged":"","post_modified":"2022-05-31 12:25:12","post_modified_gmt":"2022-05-31 19:25:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101314","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 31, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pt 3: abandonment campaigns\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/"},{"ID":100933,"post_author":"79","post_date":"2022-05-26 09:41:13","post_date_gmt":"2022-05-26 16:41:13","post_content":"<p>Yesterday, as part of our continuing Activate conference series, we hosted Activate Summit Europe in London. The in-person event brought together marketing professionals, product leaders, and more\u2014all looking to gain new insights and tips for developing joyful experiences for their customers. The energy was high, and the networking was in full force. With our two tracks, \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-marketing-to-the-modern-customer\/\" target=\"_blank\" rel=\"noopener\">Marketing to the Modern Customer<\/a>\u201d and \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Building a Better Customer Experience<\/a>,\u201d attendees heard from industry leaders about how to make memorable moments of lasting impact for their customers.\u00a0<\/p>\r\n<p>If you weren\u2019t able to attend, don\u2019t worry! This article will get you started in tapping into the insights we saw in person. To dive deeper, you can always <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">sign up for the on demand sessions<\/a> to see them in full. We'll get into the takeaways soon, but first, here's a recap from Iterable's CMO Adri Gil Miner.\u00a0<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/MJVNGqaGgCY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h3>Morning Keynote with Iterable and Special Guest, Zoopla<\/h3>\r\n<p>The day kicked off with our morning keynote. Adri and Iterable's SVP of Product, Bela Stepanova, kicked off Activate Summit Europe by talking about how brands need to focus on joyful experiences to stay ahead, and how to do this in Iterable. To close out, we heard a bit about what a joyful experience looks like in action from Zoopla's CMO Gary Bramall.\u00a0<\/p>\r\n<p><strong>Three key learnings from the keynote:<\/strong><\/p>\r\n<ul>\r\n\t<li>Joy is a Powerful Emotion: People intrinsically seek joy, and joy connects people more powerfully than almost any other human experience.<\/li>\r\n\t<li>Iterable Builds Relationships: By bridging the gap between the data and customer activation, Iterable elicits customer joy and, as a result, strengthens relationships.<\/li>\r\n\t<li>\u201cThe best brands behave like the best people.\u201d Gary caught everyone's attention with this line, as everyone agrees the best brands these days build human connection.\u00a0<\/li>\r\n<\/ul>\r\n<p>After the morning keynote, our two tracks began, each loaded with information to continue your marketing team\u2019s success. Let\u2019s dive into some of the top takeaways from each.<\/p>\r\n<h3>Marketing to the Modern Customer<\/h3>\r\n<p><span style=\"font-weight: 400;\">With external speakers in addition to customers and partners, this track offered outside perspectives to help spark inspiration.<\/span><\/p>\r\n<h4>Leverage CRM as a Hub for Strategic Customer Innovation<\/h4>\r\n<p>In this session, UNiDAYS\u2019 VP of Data and Insights, Tamara Castelli, discussed the value of customer relationship management and how it can lead to new ways of marketing to your customers.<\/p>\r\n<p><strong>Takeaway: <\/strong>To redefine CRM you should challenge the status quo, evaluate KPIs, be data obsessed, and use agile delivery.<\/p>\r\n<h4>Getting Ahead: Harnessing AI to Improve the Customer Experience<\/h4>\r\n<p>Katie King, Author and CEO of AI in Business, shared thought-provoking insights about how AI is impacting the current state of business and the potential impact it may have in the future.<\/p>\r\n<p><strong>Takeaway: <\/strong>Katie\u2019s presentation included a scoresheet, making it easy to evaluate where your team currently stands with AI while also getting a sense of where you may have some gaps to be filled. You can take a quick peek here, but we would really recommend checking out her whole session to see how to best utilize this sheet.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101294\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-101294\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Scorecard.png\" alt=\"Katie King Takeaway\" width=\"512\" height=\"322\" \/> <em>Katie King's session included a scorecard, which can help you assess where your brand stands with the adoption of AI.<\/em>[\/caption]\r\n\r\n<h4>Humanising Your Brand for a Deeper Connection with Your Audience<\/h4>\r\n<p>Toucan\u2019s CEO, Matt Crate, spoke about the human side of brands and how sharing your brand values and perspectives can create strong customer relationships.<\/p>\r\n<p><strong>Takeaway: <\/strong>The four pillars of humanising a brand are the foundation on which brands should build their human-centric strategy. The pillars are: Authenticity, Focus on Community, Foster Emotive Connections, and People Buy Visions.<\/p>\r\n<h3>Building a Better Customer Experience<\/h3>\r\n<p><span style=\"font-weight: 400;\">The Building a Better Customer Experience track was a more tactical look at how our customers and partners develop and execute their marketing strategies.<\/span><\/p>\r\n<h4>Why Establishing a Customer Journey Matters<\/h4>\r\n<p>WeTransfer\u2019s Senior Email Marketing Manager, Ornella Gallo, spoke about the customer journey and why it\u2019s so relevant when it comes to personalisation.<\/p>\r\n<p><strong>Takeaway:<\/strong> Know your goal when designing journeys. Keep in mind that you\u2019re building customer journeys to grow and nurture your customers with personalised and timely content that drives product adoption and moves them down the funnel.<\/p>\r\n<h4>Designing an Acquisition Journey to Encourage Retention<\/h4>\r\n<p>Indi Pollard, Growth Marketing Manager at Blockchain, then explored the relationship between acquisition and retention. She shared Blockchain\u2019s own experience.<\/p>\r\n<p><strong>Takeaway:<\/strong> Test, Test, and Test some more. To get a better understanding of customer behavior, test different workflows. See if any patterns emerge. Do certain groups of customers interact with your brand in specific ways?<\/p>\r\n<h4>International Scaling: 5 Levers to Help You Grow Your Business Across Borders<\/h4>\r\n<p>Jen Lang, the Chief Customer Officer at Secret Escapes, covered five levers to help brands scale internationally.<\/p>\r\n<p><strong>Takeaway:<\/strong> The five levers for international scaling are: know what you can borrow, be deliberate about what you do, culture is like a family, build global tech, and adapt and grow.<\/p>\r\n<h4>Combining Data, Tech, and Processes for Successful CRM Marketing Automation<\/h4>\r\n<p>To talk about the relationship between data, technology, and processes, Wolt\u2019s Head of Marketing Automation, Adrian Gray, took to the stage.<\/p>\r\n<p><strong>Takeaway:<\/strong> For data, map your objectives. Make it clear what you are solving, build your requirements, and prioritise. For tech, define your biggest headaches, decide what tech can solve, determine how it will impact the business, and think about how it will scale. And lastly, for processes, think about what currently isn\u2019t working, create a working group, identify key next steps, and keep everything documented.<\/p>\r\n<h3>The Party Continues<\/h3>\r\n<p>Activate Summit Europe attendees were left with invaluable takeaways to help improve their marketing strategies. As you can see from this recap, there was a lot of information shared during Activate Summit Europe, and this is just the tip of the iceberg! There was so much more to learn from these sessions and the other sessions we didn't even get a chance to cover in this space!\u00a0<\/p>\r\n<p>We were so happy to be back in-person. The experience created new networking opportunities and, of course, fantastic memories. If you\u2019re interested in attending an Activate event, join us stateside in San Francisco for Activate Summit North America!<\/p>\r\n<p><em>Don\u2019t wait! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit North America<\/a> today.<\/em><\/p>","post_title":"Top Takeaways From Activate Summit Europe","post_excerpt":"We\u2019ll provide a top takeaway from Activate Summit Europe so, if you weren\u2019t with us in London, you\u2019ll still get some of the insights.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-from-activate-summit-europe","to_ping":"","pinged":"","post_modified":"2022-07-06 14:29:09","post_modified_gmt":"2022-07-06 21:29:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100933","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 26, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe Takeaways\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-summit-europe\/"},{"ID":100905,"post_author":"79","post_date":"2022-05-24 10:52:32","post_date_gmt":"2022-05-24 17:52:32","post_content":"<p>We tend to think of personalized marketing as tailoring content to match what customers want to receive. They have shopped for sweatshirts in the past? Let\u2019s send them emails with dynamic content featuring our best-selling sweatshirts. They used an in-app promo code? Let\u2019s send push notifications since they\u2019re clearly active mobile app users.<\/p>\r\n<p>On the other side of the same coin, however, is an additional layer of potential personalization\u2014what they don\u2019t want to receive. You, as a marketer, know your segments. You can send Gen-Z marketing messages featuring straight-leg jeans, while you save the skinny jean content for your Millennials. Yeah, yeah\u2014been there, done that.<\/p>\r\n<p>But, what if you reframe this example? Instead of thinking about tailoring to a specific audience, think about how the same messages are actually tailored to your other audiences. By sending straight-leg jeans to only Gen-Z, you\u2019re not sending that content to audiences that may not be interested.<\/p>\r\n<p>Now, go one step further. Rather than guessing what certain customers may or may not be interested in (some Millennials like straight-leg jeans), what if you just asked them what content they no longer wanted to receive? It\u2019s that easy. This is how providing personalized opt-outs for content types can create a highly-individualized customer experience.<\/p>\r\n<h3>Different from Standard Opt-Outs<\/h3>\r\n<p>You might be thinking, \u201cyeah, no duh, you <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/\" target=\"_blank\" rel=\"noopener\">legally have to include unsubscribe options<\/a> when you send marketing messages. This is old news.\u201d But, this kind of opt-out is different. Sure, some email unsubscribes provide the option of selecting which content the customer wants to receive, but this is after they\u2019ve already made the decision to unsubscribe from all email communications.<\/p>\r\n<p>Personalized opt outs are a different concept completely, the most common type being the holiday-themed opt out.<\/p>\r\n<h4>Holiday Opt-Outs<\/h4>\r\n<p><a href=\"https:\/\/www.businessinsider.com\/florist-praised-for-letting-customers-opt-out-of-mothers-day-emails-2019-3\" target=\"_blank\" rel=\"noopener\">Mother\u2019s Day<\/a> is a great example of a holiday that, while a cute family day for some, could be incredibly painful for those in complicated relationships with their mothers, those who have lost mothers, those who were hoping to be a mother, etc. Everyone is dealing with their own struggles. So, rather than inundate customers with content that may create a negative attitude towards your brand, ask if they\u2019re interested in receiving the content.<\/p>\r\n<p><a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle<\/a>, a coffee retailer, sent an email before both Mother\u2019s Day and Father\u2019s Day. Without bringing up anything that may be hurtful, they simply offered, with a clear CTA, the option to not receive any emails related to these holidays.<\/p>\r\n\r\n[caption id=\"attachment_100925\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-100925\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/File-46-1.jpg\" alt=\"Blue Bottle Opt-Out\" width=\"1125\" height=\"1377\" \/> <em>With the customer's name in the email, Blue Bottle kindly offers the a personalized way to opt out of emails related to Mother\u2019s Day and Father\u2019s Day. Source: <a href=\"https:\/\/www.linkedin.com\/posts\/vudynguyen_for-the-first-time-this-year-we-gave-everyone-activity-6924739291575193601-RtnY?utm_source=linkedin_share&amp;utm_medium=member_desktop_web\" target=\"_blank\" rel=\"noopener\">Vu Nguyen, on LinkedIn<\/a>. <\/em>[\/caption]\r\n\r\n<p>Blue Bottle lets customers opt out, with a clear CTA, but reassures them at the same time that they\u2019ll continue to receive content that isn\u2019t related to Mother\u2019s or Father\u2019s Day. Giving customers a holiday opt-out shows that your brand cares and wants every interaction to be as positive as possible.<\/p>\r\n<p><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\">Uncommon Goods<\/a>, an online retailer, also gave customers the option to opt-out of sensitive emails related to Father\u2019s Day. Not only that, but they provided additional content to help customers during this difficult time.<\/p>\r\n\r\n[caption id=\"attachment_100918\" align=\"alignnone\" width=\"968\"]<img class=\"size-full wp-image-100918\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-mail-google-mail-u-0-2022-05-23-10_02_55-edit.png\" alt=\"Uncommon Goods Father's Day Opt-Out\" width=\"968\" height=\"2734\" \/> <em>Uncommon Goods offers a virtual class to those who have experienced the loss of a father.<\/em>[\/caption]\r\n\r\n<p>Uncommon Goods presents a clear CTA at the top, giving customers the immediate option to opt out of all future Father\u2019s Day emails. When continuing to scroll, however, customers are given the option to sign up for a virtual class about love and loss. It\u2019s heartfelt, it\u2019s designed to help, and it\u2019s highly personalized.<\/p>\r\n<p>But, brands need to be careful about how they design these personalized opt-outs because they can backfire\u2014and have.<\/p>\r\n<h3>When Personalized Opt-Outs Could Do More Harm<\/h3>\r\n<p>Sending these more personal, sensitive emails can be tricky because the opt\u2013out email itself could be very triggering and alienating in certain circumstances. With multiple brands now hopping on this personalized opt-out bandwagon, customers could now receive multiple emails mentioning a \u201chard time.\u201d As highlighted in the <a href=\"https:\/\/www.independent.co.uk\/life-style\/women\/mothers-day-emails-opt-out-b2043940.html\" target=\"_blank\" rel=\"noopener\">Independent<\/a>, \u201c[A] Twitter user told me that the opt-out emails 'probably started for the right reasons' but now they find it a 'constant reminder of a day they would rather keep very low-key.'\"<\/p>\r\n<p>If customers would rather not bring attention to their difficult situations, being reminded of it constantly in their inbox could create a negative relationship with the brands who send them. A balance needs to be struck.<\/p>\r\n<p>In the future, rather than seeing these opt-outs with deep, emotional copy, maybe they\u2019ll be more straightforward. For example, just a short and sweet \u201cDo you want to opt-out of Mother\u2019s Day content?\u201d Or, another option would be to ask these questions as soon as a customer signs up for email. Send a quick checklist in your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a> asking which content they do and do not want to receive, such as which holidays they\u2019d like to see content for. This way, you don\u2019t have to ask again and the customer isn\u2019t triggered every time a holiday rolls around.<\/p>\r\n<p>As a brand you have to constantly stay ahead of the curve to make sure you\u2019re not becoming a part of a problem.<\/p>\r\n<h3>What\u2019s Next for Personalized Opt-Outs?<\/h3>\r\n<p>Being on the cusp of new trends is paramount if you want to avoid having your brand become part of the noise. So, how can your brand take personalized opt-outs further into new, unexplored territory?<\/p>\r\n<p>Think about all channels. We\u2019ve seen an <a href=\"https:\/\/www.washingtonpost.com\/business\/2022\/05\/05\/mothers-day-emails-opt-out\/\" target=\"_blank\" rel=\"noopener\">uptick in personalized opt-outs<\/a> via email, but, as a consumer, if I were to opt out of email communications around a specific event, I'd wonder about the other ways a brand can reach me. If I opt out of Father\u2019s Day emails, will I still get Father\u2019s Day push notifications? Texts? If you opt-out on one channel, you should be able to opt-out everywhere. A cross-channel opt-out would be the ultimate level of personalization, building a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of an individual customer.<\/p>\r\n<p><em>To learn more about individualized cross-channel marketing strategies, and how Iterable can help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How to Send Personalized Opt-Outs","post_excerpt":"Providing personalized opt-outs for certain content types can create a highly-individualized customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-send-personalized-opt-outs","to_ping":"","pinged":"","post_modified":"2022-05-24 11:44:45","post_modified_gmt":"2022-05-24 18:44:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 24, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"personalized opt-outs\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-send-personalized-opt-outs\/"},{"ID":100640,"post_author":"103","post_date":"2022-05-19 11:16:27","post_date_gmt":"2022-05-19 18:16:27","post_content":"<p>Is your messaging off pitch? Cross-channel experiences not staying on rhythm? At Iterable, we believe that personalization and cross-channel experiences are the two keys to a perfectly harmonized experience. In this session, we break down four essential campaigns to help you begin harmonizing your customer experience to have your audience singing your praises.<\/p>\r\n<p>To help you find the right melody, we\u2019ve sat down with Jasmine Hajjari, Loyalty and CRM Manager at Smoothie King and our very own Tasmin Singh, Manager, Customer Success at Iterable to walk you through best practices and real life examples.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Best practices for Welcome, Promotional, Abandonment, and Re-engagement Campaigns<\/li>\r\n\t<li>Real life examples of brands currently harmonizing their customer experience<\/li>\r\n\t<li>Data-backed findings providing actionable insights for your brand today<\/li>\r\n<\/ul>\r\n<p><em>Begin executing on these tips and tricks today by downloading our <a href=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/Iterable_Cross%20Channel%20Harmonization_%20Orchestration%20Checklist.pdf\">Cross-Channel Harmonization Checklist<\/a>.<\/em><\/p>","post_title":"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-instrumental-campaigns-for-a-harmonized-cx-na","to_ping":"","pinged":"","post_modified":"2022-06-16 12:04:08","post_modified_gmt":"2022-06-16 19:04:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=100640","menu_order":14,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 19, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":67,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-instrumental-campaigns-for-a-harmonized-cx-na\/"},{"ID":100760,"post_author":"35","post_date":"2022-05-19 08:36:57","post_date_gmt":"2022-05-19 15:36:57","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode, we spoke with <a href=\"https:\/\/faraday.ai\/\" target=\"_blank\" rel=\"noopener\">predictive analytics and ethical AI experts<\/a>, Faraday, to get their thoughts on how marketers can begin\u2014or improve upon\u2014their AI journey now and in the future.\u00a0<\/p>\r\n<h3>Meet Andy From Faraday<\/h3>\r\n<p>In my conversation with Andy Rossmeissl, CEO at Faraday, we covered a wide range of AI topics, but I think you'll be most intrigued to learn how AI can impact personalization, what data sources you need, and how to limit bias in your AI engines. With third-parties traditionally playing such an important role in AI, Andy gives practical tips on what it takes to personalize communications using AI, but not relying on cookies. From there we touch on how to limit systemic biases in your AI, helping you build a closer, longer-lasting relationship with your customers.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Andy right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/W3vuVg7j64I[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: Faraday Talks About AI in Modern Marketing","post_excerpt":"For today's episode we spoke with ethical AI experts, Faraday, to get their thoughts on how marketers can begin their AI journey.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-and-listen-faraday-talks-ai-in-modern-marketing","to_ping":"","pinged":"","post_modified":"2022-05-19 08:36:57","post_modified_gmt":"2022-05-19 15:36:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100760","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 19, 2022","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/"},{"ID":100715,"post_author":"79","post_date":"2022-05-18 16:06:40","post_date_gmt":"2022-05-18 23:06:40","post_content":"<p>The first ever promotional campaign was <a href=\"https:\/\/www.printglobe.com\/blog\/2019\/08\/15\/the-history-of-promotional-products\/#:~:text=The%20first%20recorded%20instance%20of,that%20was%20just%20the%20beginning.\" target=\"_blank\" rel=\"noopener\">launched in 1789<\/a>. Granted, it was printed for a presidential campaign and wasn\u2019t an online retailer\u2019s email or push notification, but still\u20141789! That means promotional messages have been around for over 200 years. What\u2019s even more notable, however, is that traditional promotional messages continue to evolve.<\/p>\r\n<p>Over the past 200 years, marketers have started to learn what an effective promotional campaign looks like. And today, with new technological capabilities, marketers can implement strategies that elevate their promotional campaigns to improve engagement and the overall customer experience.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including promotional campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the second in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, promotional campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Promotional Campaigns?<\/h3>\r\n<p>Promotional campaigns are the bread and butter of traditional marketing. They\u2019re used to share information about a new product, new store location, or offer a discount. Think about all of the BOGO subject lines that have made their way into your inbox\u2014those are part of a promotional campaign. Promotional messaging is essential to how every brand keeps ties with customers.<\/p>\r\n<p>While onboarding and welcome campaigns generally come first in the lineup of customer communications, promotional campaigns can be woven throughout an entire customer journey. Once the welcome and onboarding sequences have ended and all the way through to re-engagement or post-purchase, brands can share information about products and services via promotional campaigns.<\/p>\r\n<p>To execute promotional campaigns effectively, there are four key elements you\u2019ll need to consider: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.<\/p>\r\n<h3>Setting Goals<\/h3>\r\n<p>Promotional campaigns of yore have often employed the \u201cbatch-and-blast\u201d method. The same exact promotional message was sent to large groups of customers, hoping it would resonate with someone. Today, when creating a promotional campaign, marketers often start with the goal. What is this promotional campaign trying to accomplish? What are the steps we want this individual customer to take?<\/p>\r\n<p>When setting out to create this promotional campaign, for example, <a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019<\/a>, the coffee brand America runs on, was clearly aiming to get their customers into their stores, instead of ordering online.<\/p>\r\n\r\n[caption id=\"attachment_100716\" align=\"alignnone\" width=\"1685\"]<img class=\"wp-image-100716 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-this-reward-requires-both-hands-2022-05-18-09_27_17-edit.png\" alt=\"Dunkin' In-Store Promotion\" width=\"1685\" height=\"3594\" \/> <em>For rewards members, Dunkin\u2019 offered bonus points (the equivalent of two drinks) to those customers who visited a Dunkin\u2019 location. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-reward-requires-both-hands\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Maybe there were new products they wanted customers to see in-store, maybe delivery fees were becoming too high. Whatever the reason was to get customers to visit a physical location, Dunkin\u2019 designed a promotional campaign with that goal in mind.<\/p>\r\n<h3>Segmenting Audiences<\/h3>\r\n<p>Like we said before, batch-and-blast promotional marketing just isn\u2019t it. The best part, though, is that it doesn\u2019t take much to elevate your promotional campaign. At the very least, you should be segmenting your audience to deliver content that resonates with each cohort. Audience segmentation is the first step in true customer personalization.<\/p>\r\n<p><a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a>, the music streaming service, understands the assignment when it comes to audience segmentation. Pop star, Olivia Rodrigo, released a limited edition cassette and, to promote the sale of the cassette, Spotify sent their email to the audience segment that listens to Olivia Rodrigo.<\/p>\r\n\r\n[caption id=\"attachment_100722\" align=\"alignnone\" width=\"1645\"]<img class=\"wp-image-100722 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-olivia-rodrigo-made-you-something-special-2022-05-18-09_46_55-edit.png\" alt=\"Spotify Olivia Rodrigo Segmented Promotional Campaign\" width=\"1645\" height=\"2805\" \/> <em>Spotify sent this segment-based email to Olivia Rodrigo fans, knowing that the cassette would sell better with this particular cohort. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/olivia-rodrigo-made-you-something-special\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Because Spotify collects zero-party data, they were able to easily identify the cohort that listens to Olivia\u2019s music and then, to garner the most engagement, used that information to send a promotional email. From the customer\u2019s end, this also has the impact of a highly personalized email because Spotify is paying attention to their data.<\/p>\r\n<h3>Using Real-Time Data<\/h3>\r\n<p>Audience segmentation is about using collected customer data, regardless of when the data has been gathered. Real-time data, however, utilizes a more as-it-happens approach, making immediate changes to marketing strategies based on consumer behavior.<\/p>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a real estate platform, uses customer search data to send hyper-individualized promotional campaigns. After a user has searched and saved homes, Zillow sends emails that feature the saved homes, show how the prices may have changed, and offer information on what\u2019s for sale and what\u2019s been sold near that home.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n[caption id=\"attachment_100728\" align=\"alignnone\" width=\"1645\"]<img class=\"size-full wp-image-100728\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity-2022-05-18-10_03_47-edit.png\" alt=\"Zillow promotional campaign\" width=\"1645\" height=\"3974\" \/> <em>Zillow sends individualized emails based on real-time events, keeping customers engaged. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Using real-time data is beneficial not only because it creates individualized content for each user, but also because it keeps the content dynamic to stay up-to-date and relevant. If a customer is actively looking at your site or app and then gets an email related to the content they\u2019re currently looking at, it\u2019s highly likely they\u2019ll engage with that email.<\/p>\r\n<h3>Promoting Cross-Channel<\/h3>\r\n<p>We\u2019ve talked a lot about promotional emails, but that\u2019s only the tip of the iceberg. Yes, email is a great channel for distributing promotional content, but it\u2019s not the only one. Brands can take advantage of other channels, like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, and direct mail, to create a unified, cross-channel experience that\u2019s tailored to the customer.<\/p>\r\n<p>Dog accessory brand, <a href=\"https:\/\/wildone.com\/\" target=\"_blank\" rel=\"noopener\">Wild One<\/a>, takes full advantage of using <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a> for promotional campaigns. In fact, to get customers to opt-in (<a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">a requirement for SMS<\/a>), they offer a 15% discount upon signing up.<\/p>\r\n\r\n[caption id=\"attachment_100753\" align=\"alignnone\" width=\"1010\"]<img class=\"wp-image-100753 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-2.-Example1-1.png\" alt=\"Wild One SMS Promotional Campaign\" width=\"1010\" height=\"670\" \/> <em>Wild One uses SMS to send promotional content like discounts and new product releases.<\/em>[\/caption]\r\n\r\n<p>What\u2019s especially appealing about Wild One\u2019s cross-channel strategy is the fact that they don\u2019t duplicate the promotional content they distribute. They understand that on the receiving end of these SMS messages is the same user who receives promotional email, so why send the same message twice? Promotional emails are meant to educate, engage, and sell\u2014not annoy.<\/p>\r\n<h3>Make It Easy for Customers to Like You<\/h3>\r\n<p>Promotional campaigns are designed to continuously promote your brand\u2014who you are, what you sell, and what\u2019s new. The trick is making it easy for customers to like your brand. A lot of the time customers can feel inundated with promotional content (heck, there\u2019s a whole tab that separates promotional emails in Gmail), so you\u2019ll need to find a way to make your messages stand out.<\/p>\r\n<p>With a clear goal, segmentation, real-time responsiveness, and a cross-channel strategy in place, your promotional campaigns will resonate with the right customers and improve their overall experience to keep them coming back for more.<\/p>\r\n<p><em>To learn more about promotional campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Promotional Campaigns","post_excerpt":"The key elements to consider for a promotional campaign are: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2022-05-18 16:06:40","post_modified_gmt":"2022-05-18 23:06:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100715","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"promotional campaigns\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-promotional-campaigns\/"},{"ID":100681,"post_author":"79","post_date":"2022-05-17 11:33:27","post_date_gmt":"2022-05-17 18:33:27","post_content":"<p>For those of you who aren\u2019t intimately familiar with Iterable <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d This is the place within the Iterable platform where marketers build a variety of customer journeys like welcome flows, purchase follow-ups, abandoned cart sequences, and re-engagement flows. This is where the magic happens.<\/p>\r\n<p>What looks like a beautiful refresh to our well-worn and well-loved Workflow Studio, is in fact a complete rewrite of every feature and every interaction. Why overhaul Iterable Studio? Marketers spend a lot of time building, tweaking, and reviewing performance of their journeys. As one of Iterable\u2019s most used products, we wanted Studio to sing!<\/p>\r\n<h3>The Updates<\/h3>\r\n<p>While many of our customers had gotten used to the old design, and had plenty of habits and workarounds to make it work the way they wanted, the experience of building out workflows felt stodgy, where <strong>we wanted light, easy, delightful, and joy-inducing<\/strong>.<\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/conchan\/\" target=\"_blank\" rel=\"noopener\">Connie Chan<\/a>, our designer extraordinaire, reinvented how a user would interact with Studio, leveraging our new design language, <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora<\/a>. The goal: to make it much easier and faster for marketers to build out their journeys by adding lots of space, intuitive patterns, and all of the needed resources. Throughout the process, she asked customers to play with prototypes to confirm their understanding of updates to the user experience and determine ways we could make it even easier to use.<\/p>\r\n<p>We also wanted to make sure that we were using language that made sense and felt good. Along with a dated design, the old Workflow Studio used a lot of jargon\u2014workflows, nodes, fields match, field split, oh my! We worked with our docs writer, <a href=\"https:\/\/www.linkedin.com\/in\/elizabeth-mills-4b0b8a5a\/\" target=\"_blank\" rel=\"noopener\">Elizabeth Mills<\/a>, who not only helped us include more user-friendly language, she also worked with Connie and I to explore user interactions, to make sure they were as simple as possible. As we worked to update the language in Studio, we interviewed our customers to find out which words best aligned with their function.<\/p>\r\n<h3>Getting User Feedback<\/h3>\r\n<p>It was important to start <strong>getting user feedback as early as possible<\/strong>\u2014not just through prototypes and interviews, but directly from marketers using the new Studio.To that end, we decided to launch our beta with a subset of the full Studio functionality. We focused on building out the most critical features first and gave marketers the ability to hop back and forth between the classic Workflow Studio and the new Studio, so that their work wouldn\u2019t be interrupted, and we could still learn as much as possible.<\/p>\r\n<p>We learned how our customers interacted with the new Studio over zoom kick-off calls, where they shared their screen and all of the places they stumbled. This gave us great insights into what was easy to understand and what we needed to rework.<\/p>\r\n<p>In March we opened the floodgates, giving everyone the opportunity to try out the new Studio\u2014and we learned a lot more! Every customer is unique, with different ways of using data and configuring journeys, and we definitely found opportunities to further improve Studio.<\/p>\r\n<p>And now, the new Studio is the only Studio. The old Workflow Studio is enjoying retirement.\ud83c\udf34<\/p>\r\n<h3>New Features in Iterable Studio<\/h3>\r\n<p>What are some of the features we\u2019re most excited about? Besides the gorgeous design?! Here are my favorites:<\/p>\r\n<ul>\r\n\t<li><strong>Send to Journey<\/strong>: We\u2019ve made it super easy to flow users from one journey to another. You can create a new journey to send users to, right within the journey you\u2019re building, and they\u2019ll be automatically linked.<\/li>\r\n\t<li><strong>Notes<\/strong>: With notes, you can remind yourself why you set something up a certain way, collaborate with others, ask for reviews, and just generally better document the robust, impressively complicated journeys you\u2019re building! We\u2019re so thrilled to be able to help with this new feature.<\/li>\r\n\t<li><strong>Analytics in Studio<\/strong>: With analytics in studio, it\u2019s much easier to compare metrics across campaigns so you can see opportunities for optimization.<\/li>\r\n<\/ul>\r\n<p>What\u2019s even more exciting? The new Iterable Studio is much easier to build upon. <strong>We\u2019ve got a slew of new features coming to Studio<\/strong> that we can\u2019t wait to share with you. Here\u2019s what\u2019s coming soon:<\/p>\r\n<ul>\r\n\t<li><strong>Drafts<\/strong>: Drafts allow you to edit a journey in the background while your users continue through the published version of your journey as usual. Edit some tiles, get a teammate to review your draft, and publish your changes when you're ready.<\/li>\r\n\t<li><strong>Tilesets<\/strong>: Build journeys quickly and more efficiently by dropping in common patterns that you use a lot. Tilesets are a collection of tiles, connectors, and notes that you can create from a journey you\u2019ve previously built. You can insert a tileset into any journey that you are building (within the same project). This was a <a href=\"https:\/\/iterable.com\/blog\/celebrating-world-creativity-innovation-day-with-hack-week\/\" target=\"_blank\" rel=\"noopener\">Hack Week<\/a> project, dreamt up by our genius engineers who were looking for a way to simplify your process. I definitely work with a dream team!<\/li>\r\n\t<li><strong>Exit Rules<\/strong>: Set rules that, when matched, will exit customers from a journey. For example, once a customer has made a purchase, you might want to remove them from the abandoned cart journey that they were moving through.<\/li>\r\n<\/ul>\r\n<p>This is just the start\u2014we have a LOT more in the works and coming your way soon. We really hope that you\u2019re loving the new Iterable Studio, and are excited about what\u2019s coming. And, if you are using the new Studio, we\u2019d love to hear from you! Use the feedback button in Studio to share your thoughts. We take your feedback very seriously so please, keep it coming!<\/p>\r\n<p><em>Want to get your eyes on the new Studio? Check out our <a href=\"https:\/\/iterable.com\/blog\/iterable-spring-product-showcase-recap-harmonized-experiences\/\" target=\"_blank\" rel=\"noopener\">Spring release webinar<\/a>.<\/em><\/p>","post_title":"How the New Iterable Studio was Born","post_excerpt":"For those of you who aren\u2019t intimately familiar with Iterable Studio, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-the-new-iterable-studio-was-born","to_ping":"","pinged":"","post_modified":"2022-07-20 12:06:09","post_modified_gmt":"2022-07-20 19:06:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100681","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Studio\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-the-new-iterable-studio-was-born\/"},{"ID":100642,"post_author":"79","post_date":"2022-05-16 13:50:21","post_date_gmt":"2022-05-16 20:50:21","post_content":"<p>We\u2019re just over a week away from Activate Summit Europe. To help prep you, we thought it\u2019d be nice to do a deep dive into each of the speaking tracks. We\u2019ve already covered the \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Building a Better Customer Experience<\/a>\u201d track, which offers more tactical, strategic content and, in this post, we\u2019re going to focus on the \u201cMarketing to a Modern Customer\u201d track. In contrast, this track offers more thought leadership content. With external speakers in addition to customers and partners, this track offers outside perspectives to help spark inspiration.<\/p>\r\n<p>That\u2019s not all, though. To supplement our tracks, our keynote sessions will offer insights into Iterable, audience engagement, and email marketing. Let\u2019s get a closer look at each keynote and the track sessions.<\/p>\r\n<h4>Delivering Joy at Scale<\/h4>\r\n<p>We\u2019ll start the day with an Iterable-led keynote. We want to welcome you to Activate, share Iterable product news, and, of course, set expectations for the rest of the day. In our opening keynote, we\u2019ll discuss how to create joyful interactions with your customers at the individual level and how the Iterable customer activation platform enables you to do so.<\/p>\r\n<h4>Engagement and Audience Connection in a Digital World: A Conversation with Fearne Cotton<\/h4>\r\n<p>She\u2019s presented some of Britain\u2019s biggest shows, and, after lunch, Fearne Cotton will take the Activate stage. Fearne has engaged with an audience of millions in a way few have. In this conversation, you\u2019ll hear how she adapted to an increasingly digital world while maintaining an endearing, relatable connection of lasting impact. Join Fearne as she dives into what it takes for brands today to instill joy and happiness into their consumer-brand relationships.<\/p>\r\n<h4>What Makes a Really Good Email?<\/h4>\r\n<p>To close the day, you\u2019ll hear from Really Good Email\u2019s Head of Community, Matt Helbig, and Co-Founder, Mike Nelson. They\u2019ll help answer the question \u201cWhat makes a really good email?\u201d In this interactive session, Matt and Mike will take a closer look at some of their favorite emails, show you how to bring joy in your emails, and even analyze a few audience members\u2019 emails live.<\/p>\r\n<h3>Back on Track(s)<\/h3>\r\n<p>The bulk of the day, though, will be led by our speaker tracks. Each session is tailored to not only align with each speakers\u2019 strengths, but tell a story as the day progresses. With everything from AI to humanising your brand, this track will provide the answers to your burning marketing questions.<\/p>\r\n<h4>Leverage CRM as a Hub for Strategic Customer Innovation<\/h4>\r\n<p>The first session in this track will be presented by UNiDAYS\u2019 VP of Data &amp; Insight, Tamara Castelli. Hyper-informed, hyper-connected consumers means massive expectations. It also means a lot more data for brands to work with. In this session, Tamara will show you how to activate this information and use data science in your CRM to improve campaign personalisation.<\/p>\r\n<h4>Getting Ahead: Harnessing AI to Improve the Customer Experience<\/h4>\r\n<p>We\u2019ve only just scratched the surface of the benefits of AI for improving the customer experience. In this session, Katie King, Author and CEO of AI in Business, will cover the current landscape and core ethical considerations you have to take into account when incorporating AI in your marketing.<\/p>\r\n<h4>Humanising Your Brand for a Deeper Connection with Your Audience<\/h4>\r\n<p>At the end of the day, we\u2019re all people, right? Toucan\u2019s CEO, Matt Crate, will walk through what it means to humanise your brand and why it can have such an impact on building relationships and, eventually, your brand\u2019s bottom line. Customers today are looking to identify the people behind the logos. Who is making the decisions? What does your brand really stand for? Matt will show you how.<\/p>\r\n<h4>How Tottenham Hotspur is Solving Data Chaos and Delivering a Data-Driven Fan Experience<\/h4>\r\n<p>In a joint partner and customer session, Michael Katz, CEO &amp; Co-Founder of mParticle, and Adam Griffiths, CRM &amp; Marketing Operations Manager of Tottenham Hotspur FC, discuss how customers can turn data chaos into data order with an adaptable, scalable customer data infrastructure. Plus hear how Tottenham is leveraging mParticle to accelerate their time to data value and personalize the fan experience.<\/p>\r\n<h3>Track Takeaways<\/h3>\r\n<p>This track is all about the big picture ideas. While \u201cBuilding a Better Customer Experience\u201d is all about the why and the how, this track focuses on the what and the who. What is the new trend, topic, or idea? Who should be trying it? Who does it impact? When leaving these sessions you should feel empowered and inspired to create marketing greatness.<\/p>\r\n<h3>On the Right Track<\/h3>\r\n<p>With two tracks, multiple sessions, and three keynote presentations, there\u2019s a wealth of knowledge to be extracted from Activate Summit Europe.<\/p>\r\n<p>If you\u2019re already registered, you\u2019re on the right track. In just over a week you\u2019ll be at an in-person event in London, rubbing elbows with marketing professionals and experts. If you\u2019re not registered, what are you waiting for?<\/p>\r\n<p><em>Don\u2019t pass up on the opportunity to be part of the conversation! <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit Europe now<\/a>.<\/em><\/p>","post_title":"Activate Summit Europe: Marketing to the Modern Customer","post_excerpt":"The \u201cMarketing to a Modern Customer\u201d track at Activate Summit Europe offers thought leadership content and outside perspectives.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-europe-marketing-to-the-modern-customer","to_ping":"","pinged":"","post_modified":"2022-07-06 14:29:59","post_modified_gmt":"2022-07-06 21:29:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100642","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-europe-marketing-to-the-modern-customer\/"},{"ID":100613,"post_author":"79","post_date":"2022-05-13 09:35:03","post_date_gmt":"2022-05-13 16:35:03","post_content":"<p>On May 3rd, 2022, a <a href=\"https:\/\/www.politico.com\/news\/2022\/05\/02\/supreme-court-abortion-draft-opinion-00029473\" target=\"_blank\" rel=\"noopener\">leaked draft opinion<\/a> by Justice Samuel A. Alito, Jr. indicated the Supreme Court\u2019s potential to overturn the landmark <a href=\"https:\/\/www.britannica.com\/event\/Roe-v-Wade\" target=\"_blank\" rel=\"noopener\">1973 Roe v. Wade decision<\/a>\u2014the case decision that enabled the constitutional right to choose reproductive services in the United States. And, as recent as May 11th, 2022, the Senate <a href=\"https:\/\/www.npr.org\/2022\/05\/11\/1097980529\/senate-to-vote-on-a-bill-that-codifies-abortion-protections-but-it-will-likely-f\" target=\"_blank\" rel=\"noopener\">failed to pass<\/a> the Women\u2019s Health Protection Act\u2014an attempt to codify Roe v. Wade.<\/p>\r\n<p>Restrictions to reproductive healthcare have historically been used to silence and restrict women and continue to impact individuals of all genders and identities. At this time, no official decision has been issued by the Supreme Court, which means it is time to speak up.<\/p>\r\n<p>If this opinion draft becomes reality, <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">26 states<\/a> could quickly move to ban abortion\u2014some able to do so immediately. Over <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">36 million Americans<\/a> will lose their reproductive right to choose the best healthcare for themselves and their families. This decision would also disproportionately impact underrepresented groups in the U.S.: 5.7 million Hispanic or Latino people; 5.3 million Black people; 1.1 million Asian people; and roughly 340,000 American Indian or Alaska Native people. Millions of individuals stripped of access to a human right.<\/p>\r\n<p>In a recent company-wide Town Hall, Iterable CEO and co-founder Andrew Boni took the time to support reproductive rights and access to the healthcare that so many rely on by asserting that \u201creproductive rights are human rights.\u201d A sentiment that was echoed across the globe as our employees encouraged and supported each other at Town Hall and on our employee-led affinity group platforms.<\/p>\r\n<p>Dozens and dozens of our employees spoke up and showed up by offering their homes and transportation in aid of their colleagues\u2014no matter the distance\u2014to make sure their peers received the essential care they so rightly deserve. In a time when so many are staying silent\u2014or speaking with the intent to harm\u2014I am beyond proud of Iterable\u2019s leadership and my fellow Iterators around the globe who have mobilized to embrace our organization\u2019s values and fortify our community\u2014a community of colleagues that speaks up for one another, the betterment of the individual, our company, and humanity at large.<\/p>\r\n<p>However, I do recognize that not everyone feels this way and that everyone has the right to express their views. It\u2019s important we approach this subject with kindness and understanding and that we engage in dialogue. Standing for reproductive rights does not mean we reject other views.<\/p>\r\n<h3>A Time to Support One Another<\/h3>\r\n<p>Our organization has taken multiple steps to enable access to reproductive healthcare. We have access to flexible time off, comprehensive health insurance, ample parental leave, discounts on wellness services, and employee assistance programs.<\/p>\r\n<p>Iterable has also contributed to the Planned Parenthood Action Fund and has an employee charitable matching program in place to amplify any donations made by employees.<\/p>\r\n<p>As Iterable\u2019s Head of DEI, it is my charge to advocate for our employees, partners, and customers who are all a valued part of our community. It is my moral obligation to speak up in the face of injustice and provide space and compassion for people. I, along with many others, am facing these uncertain times with courage and I am assured that Iterable stands with us in solidarity.<\/p>\r\n<p>As part of Andrew\u2019s message, he provided the following information and resources for those looking to get involved:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/secure.everyaction.com\/p\/OI2Z5GAHI0O9oMtYGmLaIg2\" target=\"_blank\" rel=\"noopener\">Contact your local officials<\/a>. Let your officials hear your voice ahead of an official decision.<\/li>\r\n\t<li>Spread the word by promoting trusted <a href=\"https:\/\/www.plannedparenthoodaction.org\/issues\/abortion\" target=\"_blank\" rel=\"noopener\">information and resources<\/a> regarding the importance of access to safe, legal abortions.<\/li>\r\n\t<li>Get involved by advocating for reproductive rights with organizations like <a href=\"https:\/\/reproductiverights.org\/get-involved\/\" target=\"_blank\" rel=\"noopener\">The Center for Reproductive Rights<\/a>.<\/li>\r\n\t<li>Support organizations, like <a href=\"https:\/\/www.plannedparenthood.org\/\" target=\"_blank\" rel=\"noopener\">Planned Parenthood<\/a>, that consistently advocate for access to reproductive healthcare<\/li>\r\n<\/ul>\r\n<p>Support and allyship come in many forms and one of the best ways to show your support is to reach out to your friends, family, and loved ones who are directly impacted by <a href=\"https:\/\/www.guttmacher.org\/state-policy\/explore\/overview-abortion-laws\" target=\"_blank\" rel=\"noopener\">current restrictions<\/a>.<\/p>\r\n<p>Prioritize your mental health and take time for yourself. It is easy to get wrapped up in everything happening around us and forget to take a moment to check in with ourselves. Platforms like <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> are an easy way to practice mindfulness.<\/p>\r\n<p>This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.<br \/>\r\n<br \/>\r\nStay safe. Uplift one another. And speak up.<\/p>","post_title":"Supporting Reproductive Rights for All","post_excerpt":"This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.\r\n","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"supporting-reproductive-rights-for-all","to_ping":"","pinged":"","post_modified":"2022-05-13 09:35:03","post_modified_gmt":"2022-05-13 16:35:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100613","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 13, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":317,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"reproductive rights\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/supporting-reproductive-rights-for-all\/"},{"ID":100586,"post_author":"79","post_date":"2022-05-12 11:52:59","post_date_gmt":"2022-05-12