[{"ID":12481,"post_author":"71","post_date":"2021-02-23 09:10:53","post_date_gmt":"2021-02-23 17:10:53","post_content":"","post_title":"The Six Principles of Building a Memorable Customer Experience","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"ite-six-principles-building-cx","to_ping":"","pinged":"","post_modified":"2021-02-23 11:03:18","post_modified_gmt":"2021-02-23 19:03:18","post_content_filtered":"","post_parent":12334,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/ITE-Six-Principles-Building-CX.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":14,"name":"Whitepaper","slug":"whitepaper","term_group":0,"term_taxonomy_id":14,"taxonomy":"resource_type","description":"<p style=\"text-align: center;\">Learn more about growth marketing, user engagement and the Iterable platform.<\/p>","parent":1696,"count":1,"filter":"raw","term_order":"1"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/?attachment_id=12481"},{"ID":12381,"post_author":"74","post_date":"2021-02-22 02:54:55","post_date_gmt":"2021-02-22 10:54:55","post_content":"<p>Oftentimes the thought of revamping your MarTech stack might seem daunting and you might not know where to start! With so many platform options, technical requirements and budget considerations the process can seem overwhelming... but fear not, our experts are on hand to help! Join our webinar on Vendor Selection for CRM Tools with a fireside chat featuring marketing experts from Pandora, Holistic Email Marketing, and Iterable, as we discuss how to start your vendor selection journey, and build out your customer experience requirements.<\/p>\r\n<p><br \/>\r\n<strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Key considerations when building your MarTech Stack<\/li>\r\n\t<li>The pros and cons of running an RFP<\/li>\r\n\t<li>The role data plays within your customer experience<\/li>\r\n<\/ul>","post_title":"Vendor Selection for CRM Tools","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vendor-selection-for-crm-tools","to_ping":"","pinged":"","post_modified":"2021-02-22 11:51:20","post_modified_gmt":"2021-02-22 19:51:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12381","menu_order":0,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/vendor-selection-for-crm-tools\/"},{"ID":12323,"post_author":"35","post_date":"2021-02-18 09:52:31","post_date_gmt":"2021-02-18 17:52:31","post_content":"<p>Experiences are tied to <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">memories<\/a>. Good or bad, you remember how an experience makes you feel. For the customer experience, this memory can make or break the customer\u2019s decision whether to interact with your brand again.\u00a0<\/p>\r\n<p>With lifestyles being forced to adapt in the face of COVID-19, themes of <a href=\"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/\" target=\"_blank\" rel=\"noopener\">trust<\/a> and <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> became prominent drivers in the marketing world. Consumer expectations shifted and were raised. Brands are now expected to create a conversation with customers, treating them more as a person than the next transaction.\u00a0<\/p>\r\n<p>As we move forward into 2021, it\u2019s important to take stock of how influential a memorable customer experience truly is. And so, we\u2019ve curated 18 key stats that show you just that.<\/p>\r\n<p>Take a look and let us know your favorite one on social!<\/p>\r\n<h3>Key Customer Experience Stats<\/h3>\r\n<h4>Great Experiences Are Required<\/h4>\r\n<ul>\r\n\t<li>Brands with better customer experience see 5.7 times more revenue than competitors with weaker customer experience (Source: <a href=\"https:\/\/www.retailcustomerexperience.com\/blogs\/why-personalization-is-key-for-retail-customer-experiences\/\" target=\"_blank\" rel=\"noopener\">Retail Customer Experience<\/a>)<\/li>\r\n\t<li>Customers cite feeling underappreciated as their top reason for switching brands (Source: <a href=\"https:\/\/www.vonage.com\/resources\/publications\/global-customer-engagement-report-2020\/\" target=\"_blank\" rel=\"noopener\">Vonage<\/a>)<\/li>\r\n\t<li>Two-thirds of companies compete on customer experience, up from 36% in 2010 (Source: <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/key-findings-from-the-gartner-customer-experience-survey\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/li>\r\n\t<li>71% of consumers find impersonal experiences frustrating (Source: <a href=\"http:\/\/grow.segment.com\/Segment-2017-Personalization-Report.pdf\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n\t<li>A good experience is a key influencer of brand loyalties for 73% of consumers (Source: <a href=\"https:\/\/www.pwc.com\/future-of-cx\" target=\"_blank\" rel=\"noopener\">PwC<\/a>)<\/li>\r\n\t<li>After receiving a personalized experience, almost half (49%) of buyers have made impulse purchases (Source: <a href=\"https:\/\/www.globenewswire.com\/news-release\/2017\/10\/25\/1300518\/0\/en\/Segment-Survey-Finds-Consumers-Will-Spend-More-When-Their-Shopping-Experience-is-Personalized-but-Most-Retailers-are-Missing-the-Mark.html\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n<\/ul>\r\n<h4>It Starts With Empathy<\/h4>\r\n<ul>\r\n\t<li>In 2020, 24% of marketers reported more empathy-driven customer communications, while 25% reported more crisis-driven communications (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>71% of customers prefer buying from brands who share the same values (Source: <a href=\"https:\/\/www.5wpr.com\/new\/research\/5wpr-2020-consumer-culture-report\/\" target=\"_blank\" rel=\"noopener\">5W PR<\/a>)<\/li>\r\n\t<li>Only 17% of brands did not make a public statement about social or political issues in 2020 (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>63% of consumers prefer when brands are purpose-driven (Source: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20181205005061\/en\/Majority-Consumers-Buying-Companies-Stand-Issues-Care\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Fueled by Data<\/h4>\r\n<ul>\r\n\t<li>The top three tech stack priorities for marketers in 2021 are marketing automation platforms, data warehouses and customer data platforms (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>78% of marketers plan on using zero-party data to personalize their messaging (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>AI is here. 83% of marketers say they are likely to use AI in their marketing strategies (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>83% of consumers are willing to share their data if that means a more personalized experience (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n\t<li>91% of consumers are likely to shop with brands that provide recommendations relevant to them (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Consistent Across Channels<\/h4>\r\n<ul>\r\n\t<li>60% of B2C brands have a mobile app, another 28% are building an app in 2021 (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>50% of consumers will stop visiting a site if it isn\u2019t mobile-friendly (Source: <a href=\"https:\/\/truelist.co\/blog\/ux-statistics\/\" target=\"_blank\" rel=\"noopener\">TrueList<\/a>)<\/li>\r\n\t<li>Only 12% of shoppers view the mobile shopping experience as the most convenient experience\u20144x less than the desktop experience (Source: <a href=\"https:\/\/www.dynamicyield.com\/article\/50-most-important-dynamicyield-personalization-stats\/\" target=\"_blank\" rel=\"noopener\">Dynamic Yield<\/a>)<\/li>\r\n<\/ul>\r\n<h3>Creating Memories<\/h3>\r\n<p>To create a customer experience worth remembering, keeping these stats in mind can help reinforce that the work you're doing is worth it. Nobody wants to feel underappreciated, and nobody wants a frustrating experience. Find ways to connect with users that are specific to your brand and authentic in their execution.<\/p>\r\n<p>If you're looking to learn more about building a memorable customer experience, here are a few resources:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">The Key to Crafting a Memorable Customer Experience<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">First-Party and Zero-Party Data: The Path Forward<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends to Kick Off the New Year<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends: Dissecting the Unexpected<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">Brand Trust Infographic: 2021 Marketing Trends<\/a><\/li>\r\n<\/ul>\r\n<p><em>The customer experience is about making connections. And we'd love to connect with you! <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with us about how you can make a memorable experience for your customers.\u00a0<\/em><\/p>","post_title":"18 Customer Experience Stats You Need to Know","post_excerpt":"Here are 18 key customer experience stats to help you make a customer experience that is impactful, individualized and memorable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"18-customer-experience-stats-you-need-to-know","to_ping":"","pinged":"","post_modified":"2021-02-18 09:52:51","post_modified_gmt":"2021-02-18 17:52:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12323","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/"},{"ID":12307,"post_author":"7","post_date":"2021-02-17 08:09:27","post_date_gmt":"2021-02-17 16:09:27","post_content":"<p>Marketers are people. Marketers are also customers. Yet the traditional brand-customer relationship is one-sided and formal\u2014stripped of the human element. One side tells the other what\u2019s available and the latter makes a choice to buy or not. End of story.\u00a0<\/p>\r\n<p>That\u2019s not good enough for today\u2019s customers. <em>And that\u2019s not good enough for us.<\/em><\/p>\r\n<p>But rather than tell you how to build relationships with customers\u2014by focusing on empathy, transparency, and (gasp!) humanity\u2014we\u2019re going to show you on April 7 at <a href=\"http:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-boz\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>.<\/p>\r\n<p>For the second year in a row, Activate is going completely virtual. This year, we are bringing you stories, insights and strategies you can take with you to make your customer experience memorable. You don\u2019t have to dream of building a long-lasting relationship with your customers anymore.<\/p>\r\n<p>At Activate, you can make it a reality.<\/p>\r\n<h3>Drum Roll, Please...<\/h3>\r\n<p>We\u2019re <a href=\"https:\/\/www.prweb.com\/releases\/iterable_announces_netflix_global_cmo_bozoma_saint_john_as_keynote_speaker_for_activate_live_2021\/prweb17735653.htm\" target=\"_blank\" rel=\"noopener\">thrilled to announce<\/a> that Bozoma Saint John, CMO of Netflix, will kick off the conference! At 8 a.m. PT, Bozoma will join <a href=\"https:\/\/www.linkedin.com\/in\/tashareasor\/\" target=\"_blank\" rel=\"noopener\">Tasha Reasor<\/a>, our VP of Demand Generation and Customer Marketing, for a fireside chat to discuss customer experience and inclusive marketing.<\/p>\r\n<p>Bozoma Saint John, a globally recognized marketing icon with 20 years of experience under her belt, needs no introduction. But why not learn a bit more about our Activate headliner?<\/p>\r\n<h3>Meet \u201cBadass Boz\u201d<\/h3>\r\n<p>Born in Connecticut and raised in Ghana, Saint John graduated from Wesleyan University, and\u2014like so many young (and starry-eyed) professionals\u2014moved to New York City. After a stint of job-searching, Bozoma was directed to a temp agency that eventually landed her with a job answering phones for Spike Lee. Her career in marketing and management started there, when she was asked to review one of Spike Lee's scripts. A few marks of a red pen sent her from answering phone calls to managing accounts. From there, she moved from intern to icon with Apple, Beats and Pepsi, and she was quickly named the Chief Brand Officer at Uber.<\/p>\r\n<p>Fast forward to today: Bozoma Saint John <a href=\"https:\/\/about.netflix.com\/en\/about-us\" target=\"_blank\" rel=\"noopener\">joined Netflix as CMO<\/a> in June 2020, after she held the same role at Endeavor. Importantly, Bozoma has been recognized for her breakthrough work by both the industry and her peers, having been inducted into the American Advertising Federation Hall of Achievement in 2014. Additionally, Bozoma serves on the boards of Girls Who Code and Vital Voices, and in March 2017, she was named as a Henry Crown Fellow by the Aspen Institute.<\/p>\r\n<p>We are beyond honored to have Bozoma Saint John at Activate. Just ask our co-founder and CEO <a href=\"https:\/\/www.linkedin.com\/in\/hjzhu\/\" target=\"_blank\" rel=\"noopener\">Justin Zhu<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe are beyond honored to welcome Bozoma Saint John, Global Chief Marketing Officer at Netflix, as the keynote speaker at this year\u2019s Activate Live. We value authenticity, creativity and strategy when creating memorable customer experiences, and we admire how Bozoma Saint John champions this approach with tenacity.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>For the Dreamers, Builders and Makers<\/h3>\r\n<p>Today\u2019s consumers expect more from brands. The customer experience now is about <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>. It\u2019s about humanization.<\/p>\r\n<p><a href=\"http:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> is for anyone who wants to connect with their customers on a personal level. To make it a little more personal for you, we want to recognize your talents. Because to us, you are the dreamers, builders, and makers that create memorable experiences for your customers:<\/p>\r\n<ul>\r\n\t<li><strong>Dreamers<\/strong>: Dreamers constantly have an innovative, clear eye on the future. They think big and identify the direction of your brand and ensure customers grow along with the business.<\/li>\r\n\t<li><strong>Builders<\/strong>: Builders thrive when solving problems and shaping the foundation on which the business succeeds. They construct products that bring customers joy and create the best infrastructure to empower brand growth.<\/li>\r\n\t<li><strong>Makers<\/strong>: Makers foster connections directly with customers. They craft strategies and tactics that promote long-term relationships and satisfy the customer\u2019s call for individualization.<\/li>\r\n<\/ul>\r\n<h3>Authentic Experiences. Empowered Connections.\u00a0<\/h3>\r\n<p>The three archetypes above make up our customer base. Iterable is about helping brands create memorable customer experiences for their customers, so Activate does the same.<\/p>\r\n<p>Each archetype will be symbolized by its own color (and corresponding hues) to help guests customize the experience to what they want to learn. For a truly customized experience, you can attend sessions in one track or jump between tracks:<\/p>\r\n<h4>Track One: Building a Memorable Experience<\/h4>\r\n<p><em>Best Suited for Dreamers and Makers<\/em><\/p>\r\n<p>In this foundational track, you will find sessions illustrating how to approach building a customer experience that includes empathy, values and personal connection. These sessions show you how to use tools at your disposal to communicate at the individual level.<\/p>\r\n<h4>Track Two: The Customer Experience in Practice<\/h4>\r\n<p><em>Best suited for Builders and Makers<\/em><\/p>\r\n<p>In our practical track, you will learn how to take action right away. From journey mapping to gleaning insights from massive data sets, the sessions in this track delta what steps needed to be taken to improve the customer experience.\u00a0<\/p>\r\n<h3>Save Your Spot to Join Bozoma Saint John at Activate<\/h3>\r\n<p>Yes, Activate is live and 100% free\u2014which means that no matter where you are in the world, you can join a community of marketing dreamers, builders and makers.<\/p>\r\n<p><a href=\"http:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Save your spot<\/a> to see speakers, like Bozoma Saint John, rock the stage and pave the future of marketing.<\/p>","post_title":"Bozoma Saint John, CMO of Netflix, to Speak at Activate Live","post_excerpt":"We\u2019re thrilled to announce that Bozoma Saint John, CMO of Netflix, will be our headlining keynote speaker at Activate Live on April 7.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"bozoma-saint-john-cmo-netflix-activate-live","to_ping":"","pinged":"","post_modified":"2021-02-17 10:00:32","post_modified_gmt":"2021-02-17 18:00:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12307","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/"},{"ID":12287,"post_author":"7","post_date":"2021-02-16 08:22:55","post_date_gmt":"2021-02-16 16:22:55","post_content":"<p>With such tumultuous times brought on by the global pandemic, 2020 was the year of <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">marketing with empathy<\/a>, but it was also the year that put <a href=\"https:\/\/www.decisionmarketing.co.uk\/news\/brands-go-on-moral-crusade-to-keep-customers-on-board\" target=\"_blank\" rel=\"noopener\">ethics in the spotlight<\/a>, as brands around the world asked themselves important, mission-driven questions, like:<\/p>\r\n<ul>\r\n\t<li>How do we address and fight against racial injustice?<\/li>\r\n\t<li>Should we take sides in the 2020 U.S. presidential election?<\/li>\r\n\t<li>How do we authentically express our corporate values?<\/li>\r\n<\/ul>\r\n<p>While certainly much of businesses' concerns revolved around staying afloat financially during lockdowns and store closures, equally as critical was the conversation around building brand trust and connecting with customers in a deep, meaningful way.<\/p>\r\n<p>To find out how marketers have altered their messaging priorities in the past year, we recently <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>2020 effects on consumer communications will not fade.<\/li>\r\n\t<li>Cause-driven marketing campaigns will continue.<\/li>\r\n\t<li>Marketers will push brands to be even more socially active.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how marketers will earn consumer confidence this year.<\/p>\r\n<p>Check out our brand trust infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>The top social issues marketers made public statements about in 2020<\/li>\r\n\t<li>The most popular tactics used in campaigns to support specific causes<\/li>\r\n\t<li>The reasons why marketers think brands should (and shouldn't) remain politically neutral<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_12288\" align=\"alignnone\" width=\"1500\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\"><img class=\"wp-image-12288 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\" alt=\"2021 Marketing Trends: Brand Trust Infographic\" width=\"1500\" height=\"10078\" \/><\/a> <em>Click the brand trust infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Brand Trust in 2021: What Morality Has to Do With Marketing<\/h3>\r\n<p>Ethics and morality are critical components of building trust in a brand, and our research highlights marketers' success in communicating with sensitivity on the multitude of issues about which customers are passionate.<\/p>\r\n<p>As the data shows, tapping into how customers are feeling will be a top priority this year, because only by understanding their emotions and values can brands communicate with tact. The more mindful we are of their perspective, the more effectively we can connect with them.<\/p>\r\n<p>Want to dive even deeper into our survey findings and learn how today's top brands are leading the conversation around social activism? <a href=\"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/\" target=\"_blank\" rel=\"noopener\">Join us in our next webinar<\/a>, \"Building Brand Trust in a Year Like 2021,\" on Thursday, Feb. 25.<\/p>","post_title":"Brand Trust Infographic: 2021 Marketing Trends","post_excerpt":"Check out our brand trust infographic for key takeaways and statistics that can guide your 2021 marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-trust-infographic","to_ping":"","pinged":"","post_modified":"2021-02-16 08:22:55","post_modified_gmt":"2021-02-16 16:22:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12287","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/brand-trust-infographic\/"},{"ID":12253,"post_author":"7","post_date":"2021-02-11 07:37:34","post_date_gmt":"2021-02-11 15:37:34","post_content":"<p>You\u2019ve scheduled your email marketing campaign to launch\u2014the copy has been proofread several times, your brand team has signed off on all the creative and you\u2019ve double-checked that all your links are working. But, have you confirmed that your campaign meets the best practices for email accessibility?<\/p>\r\n<p>Accessibility should be at the forefront of conversations around ensuring that your emails are considered best in class, but often those conversations don\u2019t happen and best practices aren\u2019t followed.<\/p>\r\n<p><a href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\/\" target=\"_blank\" rel=\"noopener\">According to Litmus<\/a>, 77% of brands say email accessibility is a priority for them, but in practice, only 8% say they actually follow industry best practices for accessibility.<\/p>\r\n<p>So let\u2019s improve that.<\/p>\r\n<p>Before we talk about how to make the changes, let\u2019s take a small detour to look at why this is so important and needs to be a conversation involving your entire team.<\/p>\r\n<p>Globally, people with disabilities represent one in four people, and if that\u2019s not enough to get your team\u2019s attention, <a href=\"https:\/\/www.rod-group.com\/content\/rod-research\/edit-research-design-delight-disability-2020-annual-report-global-economics\" target=\"_blank\" rel=\"noopener\">this group has $1.9 trillion in disposable income<\/a>. For making content accessible to this group there\u2019s a wide range of use cases to think through\u2014vision, cognitive, motor, reading and hearing impairments all need to be considered.<\/p>\r\n<p>Above all else, I firmly believe that improving accessibility improves the experience for everyone. My favorite example of this is wheelchair ramps on sidewalks. Sure, they were created for people in wheelchairs to easily get on and off sidewalks but a wide range of groups also benefit: the woman with the walker, the dad with a packed stroller, the business professional with a set of luggage or the commuter on their bike.<\/p>\r\n<p>So let\u2019s dive in with how you can create accessible content.<\/p>\r\n<h4>1. Follow subject line and preheader best practices<\/h4>\r\n<p>Your subject line and preheader are a great place to start. Like most subject line best practices, you want to make sure that your subject lines are concise and descriptive, but not full of jargon. Any abbreviations that might be obvious to you have the potential to be difficult to be understood when being read by a screen reader.<\/p>\r\n<h4>2. Consider how emojis might be read out loud<\/h4>\r\n<p>Emojis\u2014love them or hate them\u2014can be used in subject lines if they fit with your brand voice, but be mindful of how they could be read by a screen reader or a virtual assistant like Siri or Alexa.<\/p>\r\n<p>Let\u2019s take a look at the subject line below.<\/p>\r\n\r\n[caption id=\"attachment_12260\" align=\"alignnone\" width=\"528\"]<img class=\"size-full wp-image-12260\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Email-Accessibility-Subject-Line.png\" alt=\"Email accessibility subject line: &quot;What's 5 stars &amp; 3 for $60?&quot;\" width=\"528\" height=\"60\" \/> <em>Assess whether your use of emojis is truly accessible.<\/em>[\/caption]\r\n\r\n<p>This might be read as \u201cWhat\u2019s 5 Stars &amp; 3 For $60?\u201d but a screen reader will read it as \u201cWhat\u2019s yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star and $3 for $60?\u201d<\/p>\r\n<p>So if you\u2019re using emojis, make sure that your meaning is still easily communicated to those that might be using assistive technologies.<\/p>\r\n<h4>3. Make your content is readable with a passing color contrast ratio<\/h4>\r\n<p>The color palette for your brand and your emails is essential to your brand, but also to your readers.<br \/>\r\n\u00a0<br \/>\r\nThe color contrast ratio is the ratio between the background and the foreground color and the basis for making sure that your communications are easily readable. Determining readability can be more scientific than getting a \u201clooks good to me\u2014approved!\u201d from your team. At a minimum, email colors should have a ratio of at least 4.5:1.<\/p>\r\n<p>For comparison purposes: White text on a light gray background has a contrast ratio of 1.19:1 while white text on a black background has a contrast ratio of 15.04:1.<\/p>\r\n<h4>4. Ensure you\u2019re not communicating information by just using colors<\/h4>\r\n<p>With color blindness, some of your customers might not be able to differentiate between certain colors, so you need to consider how you\u2019re communicating outside of using colors. Do you use blue to show a few words of your content are hyperlinked or are you showing swatches of your latest colorways?<\/p>\r\n<p>Consider adding other indicators: Underline your hyperlinks to show a differentiation between the rest of your copy or add the name of the colorway rather than relying on a swatch or visual representation.<\/p>\r\n<h4>5. Don\u2019t get too wild with animations<\/h4>\r\n<p>GIFs (you can choose-your-own-adventure on the pronunciation) are cool, but make sure that you\u2019re being conscious of how they can affect your customers. Animations shouldn\u2019t be too fast or have the ability to cause dizziness or vertigo to those who might have a visual sensitivity.<\/p>\r\n<p>They also shouldn\u2019t contain any excessive blinking or flashing, which could contribute to a seizure. You should also consider how long you need your animation to play as it can detract from some users being able to focus on the rest of your content.<\/p>\r\n<h4>6. Alt text is a must-have<\/h4>\r\n<p><a href=\"https:\/\/www.w3.org\/TR\/WCAG20\/#text-equiv\" target=\"_blank\" rel=\"noopener\">The Web Content Accessibility Guidelines<\/a> say \u201call non-text content that is presented to the user has a text alternative that serves the equivalent purpose.\u201d Enter alt text. Alt text is shown to users when the image doesn\u2019t display; it\u2019s also what screen readers use to read through non-text elements of an email. Alt text is also non-negotiable.<\/p>\r\n<p>If you have images (or GIFs) you need to make sure that you\u2019re communicating that same information through alt text. This seems simple, but there are a few \u201cdon'ts\u201d to keep in mind:<\/p>\r\n<p><strong>Don\u2019t:\u00a0<\/strong><\/p>\r\n<ul>\r\n\t<li>Start with \u201can image of\u2026\u201d\u2014the screen reader will already be relaying that this is an image<\/li>\r\n\t<li>Add alt text to decorative elements\u2014leave the alt attribute blank instead<\/li>\r\n\t<li>Skip adding alt attributes altogether on images\u2014the screen reader will read the file path instead!<\/li>\r\n<\/ul>\r\n<h4>7. Use semantic elements in your code whenever possible<\/h4>\r\n<p>These are elements that clearly define the content like &lt;section&gt;, &lt;h1&gt;, &lt;h2&gt;, and &lt;p&gt;. These allow screen readers to easily navigate the content, which in turn creates a better user experience for those using screen readers.<\/p>\r\n<h4>8. Set the language attribute within your HTML<\/h4>\r\n<p>You can set the language attribute at the top of your HTML to identify the language that your content is in. Screen leaders can switch language profiles to ensure the correct accent and pronunciation is used.<\/p>\r\n<h4>9. Keep font size readable and CTAs clickable<\/h4>\r\n<p>We\u2019ve already talked about readability with color, but you don\u2019t want to take a step back and use too small of a font size. Text should be 14px at a minimum and even then, you\u2019ll want to make sure that your emails can still be read when zoomed up to 200% for those who need it.<\/p>\r\n<p>Similarly, for CTA buttons, just because someone is viewing your email on a small screen like their phone, that doesn\u2019t mean the CTA buttons should be small. Ensure that you have a large enough touch target that someone can click it with ease. In its <a href=\"https:\/\/developer.apple.com\/design\/human-interface-guidelines\/ios\/visual-design\/adaptivity-and-layout\/\" target=\"_blank\" rel=\"noopener\">Human Interface Guidelines<\/a>, Apple recommends touch targets with a size of 44 x 44 pixels.<\/p>\r\n<p>To help support customers who might have hand tremors or difficulty controlling a mouse, you also want to make sure the entire button is clickable, rather than just the text to avoid any frustration when trying to click.<\/p>\r\n<h3>Improving Email Accessibility: How to Get Started<\/h3>\r\n<p>So you\u2019ve read through this, and you\u2019re not sure where to start? Take a look at your latest campaign and do a quick email accessibility audit!\u00a0<\/p>\r\n<p>A few sample questions:\u00a0<\/p>\r\n<ol>\r\n\t<li>Do you have alt text on all of your images?<\/li>\r\n\t<li>Is the language set at the top of your HTML?<\/li>\r\n\t<li>If you use a screen reader, is your content easily understandable and logical?<\/li>\r\n\t<li>Do your CTAs provide enough room to easily click on them (desktop and mobile)?<\/li>\r\n\t<li>Does your color scheme pass the color contrast ratio?<\/li>\r\n<\/ol>\r\n<p>From there, you can create your own checklist for your team to reference to make sure you\u2019re following through on accessibility best practices.<\/p>\r\n<p><em>Want to modernize your email marketing? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"9 Tips to Improve Your Email Accessibility","post_excerpt":"Improving email accessibility improves the customer experience for everyone, so let\u2019s dive in with how you can create accessible content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"9-tips-improve-email-accessibility","to_ping":"","pinged":"","post_modified":"2021-02-11 07:37:34","post_modified_gmt":"2021-02-11 15:37:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12253","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/9-tips-improve-email-accessibility\/"},{"ID":12199,"post_author":"47","post_date":"2021-02-08 10:30:06","post_date_gmt":"2021-02-08 18:30:06","post_content":"<p><span style=\"font-weight: 400\">Between the global pandemic, social unrest and the turbulent U.S. election cycle, 2020 put brands to the test. How do marketers communicate corporate values and build consumer trust when \u201cunprecedented times\u201d becomes the ultimate cliche?<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Iterable surveyed 500 B2C marketers around the world to examine how brands responded to events in 2020 and what\u2019s in store for them this year.<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Come for this highly interactive webinar and discover:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">If the words behind marketers\u2019 messaging actually matched their actions<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What role ethics play when deciding whether to be politically neutral<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How leading businesses pivoted their marketing to build trust<\/span><\/li>\r\n<\/ul>","post_title":"Building Brand Trust in a Year Like 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"building-brand-trust-in-a-year-like-2021","to_ping":"","pinged":"","post_modified":"2021-02-12 17:16:41","post_modified_gmt":"2021-02-13 01:16:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12199","menu_order":2,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/"},{"ID":12136,"post_author":"7","post_date":"2021-02-08 08:29:59","post_date_gmt":"2021-02-08 16:29:59","post_content":"<p>A core part of any initiative to improve diversity, inclusion, equity and belonging is fostering a work environment that is supportive of all experiences. Parents especially are experiencing perhaps the <a href=\"https:\/\/time.com\/5934785\/dear-parents-its-not-just-you-raising-a-teen-now-is-really-hard\/\" target=\"_blank\" rel=\"noopener\">most difficult balancing act yet<\/a>, as they take on distance learning, remote work and childcare during a global pandemic.<\/p>\r\n<p>In a recent survey we conducted among members of Iterable\u2019s #parenting Slack channel, we found, among many insights:<\/p>\r\n<ul>\r\n\t<li>54% of respondents split childcare responsibilities with a domestic partner, 21% have the support of extended family and friends, 8% have a full-time caretaker, 4% have a part-time caretaker and 13% support their families all on their own.<\/li>\r\n\t<li>92% of parents altered their work schedules to take care of their children.<\/li>\r\n\t<li>Weekends are spent primarily spending quality time with family and catching up on housework.<\/li>\r\n<\/ul>\r\n<p>We sat down to interview several Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to child-rearing while working from home. We hope their open and honest conversation provides reassurance that everyone struggles to find balance in their lives and that we\u2019re all doing the best we can.<\/p>\r\n<p>So with that said, let\u2019s meet our panel!<\/p>\r\n<p><img class=\"alignnone size-full wp-image-12137\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_Team.png\" alt=\"Meet the Team: Parents at Iterable\" width=\"1200\" height=\"810\" \/><\/p>\r\n<h3>An Iterable Q&amp;A on Parenting During a Pandemic<\/h3>\r\n<h4>Please provide background information about your parenting experience.<\/h4>\r\n<h5>(Number of children, their ages, your marital status, and whether your partner works outside the home.)<\/h5>\r\n<p><strong>Sanam<\/strong>: I have two kids, boy and girl twins, age 7.<\/p>\r\n<p><strong>Mike<\/strong>: I have (almost) three children: a 4-year-old girl (Pippa), a 2-year-old boy (Senan) and a baby that is due in 11 days (!). I am married to a wonderful woman, Mairead, who is currently on maternity leave.<\/p>\r\n<p><strong>Krishna<\/strong>: I\u2019m married and have two kids, ages 4 and 1. My wife is an entrepreneur and works from home.<\/p>\r\n<p><strong>Grace<\/strong>: I have two children, ages 9 and 2. I\u2019m married, and my husband works from home full-time.<\/p>\r\n<p><strong>Ryan<\/strong>: I\u2019m married and have two kids (a 3-year-old boy and a 4-month-old girl). My wife is full-time employed (currently on maternity leave).<\/p>\r\n<p><strong>Margie<\/strong>: I am a Single Mother by Choice (SMC) of a 21-month-old girl (Georgia).<\/p>\r\n<h4>Do you have support from extended family or professional caregivers?<\/h4>\r\n<p><strong>Sanam<\/strong>: Yes, I have support from my sister and a part-time professional caregiver.<\/p>\r\n<p><strong>Mike<\/strong>: No, we recently moved to London and with the pandemic, we\u2019re mostly confined to the house.<\/p>\r\n<p><strong>Krishna<\/strong>: We send our kids to a daycare near us. Between April and November we kept the kids home but sent them back in mid-November.<\/p>\r\n<p><strong>Grace<\/strong>: We have a regular professional caregiver coming in three days a week for a few hours, so that we can get some work done. We do not have family nearby.<\/p>\r\n<p><strong>Ryan<\/strong>: Yes, our family is local in the Bay Area so we get support with our toddler during the work week. However, this was not the case for the entirety of this pandemic.<\/p>\r\n<p><strong>Margie<\/strong>: I have an au pair, someone that comes from another country on a visa to work in-house providing childcare. As a single parent, it was the best option for me, especially pre-COVID.<\/p>\r\n<h4>Since the beginning of the pandemic, how has your work schedule changed to take care of your family?<\/h4>\r\n<p><strong>Krishna<\/strong>: Taking care of two young kids is a full-time job in itself, so my wife and I definitely struggled juggling childcare and work. We were lucky to have a friend who lived nearby who helped out for a few months. My work hours are a lot more fixed now: I work from 8 a.m. to 5 p.m. and outside of those hours, I\u2019m available for urgent issues\u2014but for not much else. I\u2019m usually taking care of the kids at that time.<\/p>\r\n<p><strong>Grace<\/strong>: I\u2019ve had to make drastic changes to my schedule. I work longer hours when my kids are asleep to compensate for time spent switching between kids and work. I work the Swing Shift (5 p.m. - 1 a.m. PT) and therefore get most work done when they\u2019re asleep.<\/p>\r\n<p><strong>Mike:<\/strong> I\u2019m very fortunate to work for an employer that is flexible when it comes to work-life balance. Sometimes I need to take a few hours off in the morning, but I can catch up on work later in the day. Sometimes I work with the kids running around me, which makes Zoom calls interesting! In fact, the kids have even sat beside me during some interviews. This photo was taken after I interviewed Hannah Francis, on our sales team.<\/p>\r\n\r\n[caption id=\"attachment_12179\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12179 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Mike-McGuire.png\" alt=\"Mike McGuire with his family\" width=\"936\" height=\"702\" \/> <em>Mike McGuire and family, making interviews interesting!<\/em>[\/caption]\r\n\r\n<h4>What has been your biggest challenge of working from home? Biggest reward?<\/h4>\r\n<p><strong>Mike<\/strong>: The biggest challenge is the long hours on Zoom. The biggest reward is getting to have breakfast and dinner with my kids. I saw my son\u2019s first steps, which I would have missed if I was in the office.<\/p>\r\n<p><strong>Ryan<\/strong>: The challenges have been plentiful, to say the least. However, the biggest has been trying to give my responsibilities equal attention: caring for my family and performing effectively at work. On the flip side, the biggest reward is easily spending all this extra time with my kids. Though it sometimes comes at the cost of my own productivity, this, oddly enough, is a certain kind of joy I would have never known without COVID.\u00a0<\/p>\r\n<p><strong>Margie<\/strong>: The biggest challenge is having a place to work that is functional while being totally separate from my daughter. I have to be mindful of how loudly I talk when she is napping right next to where I am working. The biggest reward is also hearing her in the other room and understanding what her mood is like. I do also enjoy being able to do things like a load of laundry in between calls. It\u2019s nice to have the ability to multi-task some things while at home rather than have to do it when I would get home from work otherwise.<\/p>\r\n<p><img class=\"alignnone wp-image-12191 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-1-225x300.jpg\" alt=\"Margie Hollister outside with her daughter Georgia\" width=\"225\" height=\"300\" \/> <img class=\"alignnone size-full wp-image-12185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-2.jpg\" alt=\"Georgia playing on Margie's laptop\" width=\"227\" height=\"240\" \/><\/p>\r\n<p><em>Margie Hollister and her daughter Georgia enjoy working from home and the great outdoors.<\/em><\/p>\r\n<h4>How has your team supported you as a working parent? For those who manage people, how are you supporting the parents on your team?<\/h4>\r\n<p><strong>Krishna<\/strong>: My team has been very understanding and I would say, in general, the entire company has been very empathetic about all the challenges related to this pandemic\u2014childcare being one of them. I\u2019ve asked my leaders to speak to people individually and ask what accommodations we can make to help make our employees' lives a little easier. Expecting 100% efficiency when we are staying home and also taking care of kids is not realistic, and we were honest and up-front about this with our team.<\/p>\r\n<p><strong>Grace<\/strong>: My team is always willing to help when I have to reassign work that I couldn\u2019t get done during my work hours. Every time I meet my manager, he asks how my family is doing and how I feel about work. It\u2019s motivating and mentally relieving to know that my manager cares about my well-being.<\/p>\r\n<p><strong>Ryan<\/strong>: The team has been great. Both managers and peers have been supportive of my situation and accommodating to my hours of availability and workloads. I\u2019m grateful that Iterable has taken such a realistic approach to work-life balance during these times.<\/p>\r\n\r\n[caption id=\"attachment_12173\" align=\"alignnone\" width=\"470\"]<img class=\"wp-image-12173 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Ryan-Brelje.jpg\" alt=\"Ryan Brelje at his standing desk with his daughter strapped to his chest\" width=\"470\" height=\"626\" \/> <em>Ryan Brelje takes the standing desk to new heights with his daughter.<\/em>[\/caption]\r\n\r\n<h4>For those who have taken parental leave while working at Iterable, please describe your experience.<\/h4>\r\n<h5>(How long was your leave? How did you prepare before taking leave, and how was transitioning back to full-time work? Any advice to parents about to take leave?)<\/h5>\r\n<p><strong>Mike<\/strong>: I am taking four weeks of parental leave in February. Iterable has been incredibly supportive and what has been most heartwarming is the outpouring of support from people across the business. Almost everyone has asked how and if they can support my team while I am away. I am so grateful to be able to spend this important time with my family.<\/p>\r\n<p><strong>Ryan<\/strong>: I\u2019ve taken paternity leave twice during my time at Iterable. Both times were great\u2014I took six weeks off after the birth of my kids, and sprinkled the remaining six weeks throughout the rest of the calendar year. I worked closely with my manager to turn down my workload as I drew nearer to my respective due dates to ensure that major projects weren\u2019t at risk of incompletion in my absences. The transitions back are difficult, but manageable. Take it slow, and be communicative of your needs to your managers and teams. They WILL support you!<\/p>\r\n<p><strong>Krishna<\/strong>: I took about two months off for paternity leave, and I took this time off about nine months after the birth of my second kid. My wife took time off when our son was born and we had some family members help out during that time, so I put off my paternity leave for a later point when I knew I could be more helpful. Staggering our parental leave between my wife and me was very helpful for us.<\/p>\r\n\r\n[caption id=\"attachment_12149\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-12149 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Image-from-iOS-scaled.jpg\" alt=\"Krisha Reddy and family during bath time\" width=\"2560\" height=\"1920\" \/> <em>Krishna Reddy balances bath time and beer time with his family.<\/em>[\/caption]\r\n\r\n<h4>Let\u2019s talk about Balance. How do you spend your Balance Days? What activities do you enjoy most to de-stress\u2014with and without your kids?<\/h4>\r\n<p><strong>Sanam<\/strong>: Balance Days have been invaluable to me and my family! Just introducing the concept to my kids has been helpful to create the space and dialogue about creating balance in one\u2019s life. We spend those days outdoors and usually hiking a new trail in the Bay Area creating memories together. We plan those days in advance with each one of us getting to plan a part of what we want to do that day, and everyone looks forward to it each month.\u00a0<\/p>\r\n<p><strong>Margie<\/strong>: If possible, I get out for a nice long walk with my dog at Chrissy Field or somewhere local to clear my mind. I usually have childcare on Balance Days, so it is a great way for me to catch up and get to do something for myself. Balance Days are definitely a unique day, different from the weekend for me. They are extra special and a really wonderful benefit for parents.<\/p>\r\n<p><strong>Mike<\/strong>: We go on walks! There\u2019s a forest nearby that my daughter calls \u201cThe Fairy Forest\u201d and we go exploring there. It\u2019s great to be away from technology and out in the fresh air.<\/p>\r\n\r\n[caption id=\"attachment_12155\" align=\"alignnone\" width=\"919\"]<img class=\"wp-image-12155 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_6360-919x1024.jpg\" alt=\"Mike McGuire and kids explore the Fairy Forest\" width=\"919\" height=\"1024\" \/> <em>Mike's children exploring the \"Fairy Forest.\"<\/em>[\/caption]\r\n\r\n<h4>What\u2019s your advice to working parents who struggle with Balance in their lives?<\/h4>\r\n<p><strong>Sanam<\/strong>: Don\u2019t forget to be kind to yourself when you invariably want to judge your parenting success in that moment or that day. A few months into the pandemic, I apologized to my kids because I was frustrated that I had to be in my office all day with only being able to come out at lunchtime to see them. My daughter said, \u201cThat\u2019s okay, Mommy, we like this better because we know that if we need you, you are always there and we can just come in. And now we have lunchtime together every day.\u201d I realized that to my 7-year-old twins, they felt like they had more access to me anytime. So while I was busy berating myself for a parenting failure of not being \u201cthere,\u201d my kids felt like I was even more there than before.<\/p>\r\n<p><strong>Margie<\/strong>: I think finding something that you can do each day that you look forward to with your kids is important. Right now, I enjoy bath time because she is contained, she has fun, and we can focus on each other. I have also explored meditation and mindfulness since COVID and found it to really relieve stress and stay focused in moments that matter. The Zenit group at Iterable helped me start and explore the practice. It's been another wonderful benefit.<\/p>\r\n<p><strong>Grace<\/strong>: For the most part, some of us are also struggling to stay balanced, so you\u2019re not alone. If you get time, even if it\u2019s ten minutes of quiet, take that time for yourself\u2014you deserve it.<\/p>\r\n\r\n[caption id=\"attachment_12161\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-12161 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_2842-1024x819.jpg\" alt=\"Grace Kiburi and her two children\" width=\"1024\" height=\"819\" \/> <em>Grace Kiburi\u2019s all smiles with her two children.<\/em>[\/caption]\r\n\r\n<h4>What\u2019s something we didn\u2019t ask you that you really want readers to know about being a working parent during a pandemic?<\/h4>\r\n<p><strong>Krishna<\/strong>: Don\u2019t be hard on yourself. These are unprecedented times. Maybe lower your standards a bit. We are all in this together, so share your experiences with others, and hopefully, we can all support each other during these times.\u00a0<\/p>\r\n<p><strong>Ryan<\/strong>: A pandemic with kids is 100% a different experience than a pandemic without them. We have to worry on behalf of our children, we have to ensure we can foster an environment of normalcy and stability even though it\u2019s not actually guaranteed\u2014we have to put them first even though we might be struggling. We chose this life, so I\u2019m not asking for sympathy\u2014just recognize that there are differences about this experience that some just won\u2019t truly understand.<\/p>\r\n<p><strong>Sanam<\/strong>: For me, being a mom during the pandemic has been finding and balancing a new sense of normal for my family between my work, the kids\u2019 full distance-learning model and our lives. It\u2019s hard some days and easier others. I learned early on that what worked best for me and the kids was to create combined workspaces so we can feel connected together even when we were engrossed in our own work.<\/p>\r\n\r\n[caption id=\"attachment_12167\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12167 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Sanam-Saaber.png\" alt=\"Sanam Saaber working from home with her kids\" width=\"936\" height=\"702\" \/> <em>\u201cOne weekend we decided to create quadrants in Mommy\u2019s office for each kid and even a spot for our dog. It\u2019s not perfect, and every day is a juggle, but it works for us\u201d ~ Sanam Saaber<\/em>[\/caption]\r\n\r\n<h3>Parents: We Have Your Back<\/h3>\r\n<p>While phrases like \u201cyou\u2019re not alone\u201d and \u201cwe\u2019re in this together\u201d may just seem like platitudes, time and again the parents at Iterable have expressed that having support is paramount to their success. After all, this is the first pandemic we\u2019re experiencing\u2014all of us\u2014and we\u2019re just learning as we\u2019re going. No one should be striving for perfection right now, and parents especially deserve grace (and some much-needed me-time!).<br \/>\r\n\u00a0<br \/>\r\nUltimately, taking care of kids can be enormously challenging, no matter the circumstances, but if the businesses of today can alleviate the burden and help carry the load, working parents\u2014and the generation they\u2019re raising\u2014will be much better for it.<\/p>\r\n<p><em>To learn more about Iterable's company culture and benefits, please visit our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Culture page<\/a>.<\/em><\/p>","post_title":"Parenting During a Pandemic:\u00a0WFH With Kids at Iterable","post_excerpt":"We interviewed Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to parenting while working from home.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"parenting-during-pandemic","to_ping":"","pinged":"","post_modified":"2021-02-08 08:29:59","post_modified_gmt":"2021-02-08 16:29:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12136","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/"},{"ID":12113,"post_author":"7","post_date":"2021-02-04 08:51:40","post_date_gmt":"2021-02-04 16:51:40","post_content":"<p>Despite the ongoing effects of the pandemic, what gives us hope is how brands remain undeterred in their mission to improve their customer experiences.<\/p>\r\n<p>This year, B2C marketers plan to <a href=\"https:\/\/www.marketingcharts.com\/customer-centric\/customer-experience-115956\" target=\"_blank\" rel=\"noopener\">increase their marketing budget by more than 25%<\/a> to continue investing in innovative technologies, such as modern marketing automation platforms that harness the power of email marketing to influence consumer spending.<\/p>\r\n<p>But they must use their allocated resources wisely. Fortunately, you don't necessarily need a huge budget to create head-turning campaigns. With some design inspiration (and <a href=\"https:\/\/iterable.com\/blog\/test-smarter-email-experiments\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>), you can boost engagement and drive <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">customer loyalty<\/a> during these unpredictable times.<\/p>\r\n<p>Thanks to the following examples from <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>, you'll find a curated list of eight email design trends to get your creative juices flowing.<\/p>\r\n<p>(And for those keeping track at home, yes, while these emails may not have been created this year, we believe that these are the design trends that are sure to persist in 2021.)<\/p>\r\n<p>Let\u2019s dive right in!<\/p>\r\n<h3>8 Email Design Trends to Inspire You in 2021<\/h3>\r\n<h4>1. Clean, Simple Design<\/h4>\r\n<p><a href=\"https:\/\/www.thenueco.com\/\" target=\"_blank\" rel=\"noopener\">The Nue Co.<\/a> believes in providing customers with clean, preservatives-free products, and this philosophy is reflected in this campaign.<\/p>\r\n<p>The judicious use of white space, crisp lines and neutral colors exude sophistication without distracting the reader from the core message.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick.png\" alt=\"The Nue Co - How to travel smarter\" width=\"680\" height=\"2332\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, a mindfulness and meditation app, uses alternating visuals and text and soothing colors to create a relaxing effect for its sleep-challenged reader.<\/p>\r\n<p>The images help the reader visualize a good night's rest while the instructor's bio lends credibility to the course and encourages the reader to sign up.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus.png\" alt=\"Calm - Better Sleep Masterclass\" width=\"680\" height=\"3550\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>2. A Pop of Color<\/h4>\r\n<p><a href=\"https:\/\/www.airbnb.com\/\" target=\"_blank\" rel=\"noopener\">Airbnb\u2019s<\/a> brand personality is typically more subdued, but this thank you campaign proves that a splash of color can liven up a message without losing brand identity.<\/p>\r\n<p>The attention-grabbing rainbow award card inspires joy, happiness and gratitude without overstimulating the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way.png\" alt=\"Airbnb - Best Host Award\" width=\"680\" height=\"2250\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.youneedabudget.com\/\" target=\"_blank\" rel=\"noopener\">You Need A Budget (YNAB)<\/a> is personal budgeting software that makes financial planning less intimidating and more fun with its use of color.<\/p>\r\n<p>While the soft purple background makes the message stand out, the blue sky arouses a sense of peace and security, both of which can be achieved through careful money management.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget.png\" alt=\"YNAB - Illustration email design trends\" width=\"680\" height=\"1271\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Bold Typography\u00a0\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin'<\/a> uses a bright, sans-serif headline in this coronavirus-related email to maintain its brand identity and provide maximum readability for the reader.<\/p>\r\n<p>The message about health protocols and safeguards ensures people's safety, which helps earn the reader's trust.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing.png\" alt=\"Dunkin' - Stayin' Safe\" width=\"680\" height=\"1813\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.outdoorvoices.com\/\" target=\"_blank\" rel=\"noopener\">Outdoor Voices<\/a> uses its, well, outdoor voice to get people to shop for a charitable cause.<\/p>\r\n<p>The big, blue headline provides excellent readability across multiple devices and also evokes feelings of selflessness in the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/an-email-for-a-great-cause.png\" alt=\"Outdoor Voices - Doing Good Things\" width=\"680\" height=\"1958\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Playful Shapes<\/h4>\r\n<p>Delightful messages come in all shapes and sizes, and Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> announcement campaign is one of them.<\/p>\r\n<p>The animated, colorful shapes are strategically placed to highlight the message, and the reader can\u2019t help but take action to learn more about the upcoming virtual event (or at least we hope so!).<\/p>\r\n<p><strong><a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Save your seat<\/a> for this can\u2019t-miss event.\u00a0<\/strong><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone\" src=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/AL_General_Hero_2x.gif\" alt=\"\" width=\"1200\" height=\"640\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone wp-image-12130 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-04-at-8.40.07-AM.png\" alt=\"Email design trends - Iterable Activate Live announcement\" width=\"1000\" height=\"647\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/www.bludot.com\/\" target=\"_blank\" rel=\"noopener\">Blu Dot<\/a>, a contemporary furniture shop, understands that ottomans aren\u2019t just for storing extra blankets.<\/p>\r\n<p>To highlight their versatility, they arrange them in fun, playful ways with the help of models to inspire the reader to purchase this multifunctional item for their home.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/playful-geometry.png\" alt=\"Blu Dot - Playful Geometry\" width=\"680\" height=\"4327\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>5. S-Curve Layout\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.livefeather.com\/\" target=\"_blank\" rel=\"noopener\">Feather<\/a>, a provider of furniture rentals, strays from the standard one-column layout to create a modular or \u201cS-curve\u201d design.<\/p>\r\n<p>Its use of negative space helps distinguish the modules and the featured items, and the descriptions invite the reader to mull over the details before deciding which pieces they want to rent.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs.png\" alt=\"Feather - S-curve email design trends\" width=\"680\" height=\"2718\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>U.K. home improvement and DIY retailer, <a href=\"https:\/\/www.diy.com\/departments\/painting-decorating\/paint-wood-treatments\/interior-emulsion-paint\/DIY1620272.cat\" target=\"_blank\" rel=\"noopener\">B&amp;Q<\/a>, delivers an email campaign with a sleek, modular look that\u2019s hard to ignore. Each block literally paints a picture of how the featured shades, ranging from white to bright turquoise, can transform someone\u2019s walls.<\/p>\r\n<p>Overall, the layout, minimal use of bright color, and clear CTAs make this message compelling for the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range.png\" alt=\"B&amp;Q - Introducing GoodHome Paint\" width=\"680\" height=\"3817\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>6. Action-Based Animations\u00a0<\/h4>\r\n<p>In this re-engagement campaign, project management app <a href=\"https:\/\/asana.com\/\" target=\"_blank\" rel=\"noopener\">Asana<\/a> uses an animated running figure to convey speed and agility, both of which are essential to completing a project on time.<\/p>\r\n<p>Aside from bringing life to this message, this animation also creates a sense of urgency for the reader and prompts them to take immediate action.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"664\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/since-youve-been-gone.png\" alt=\"Asana - Get up to speed\" width=\"664\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Online dating app <a href=\"https:\/\/tinder.com\/?lang=en\" target=\"_blank\" rel=\"noopener\">Tinder<\/a> uses animations in this onboarding campaign to educate a new member about its services, and each animation represents a different action.<\/p>\r\n<p>Whether it\u2019s inviting the reader to upload a picture, set preferences or enable notifications, the message is clear: The sooner they complete their profile, the sooner they can starting swiping and connecting.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"512\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/this-is-how-you-tinder.png\" alt=\"Tinder Like a Pro\" width=\"512\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>7. Value-Illuminating Illustrations<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/seatgeek\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a> often uses illustrations to add an element of storytelling to its messages.<\/p>\r\n<p>In the example below, the marching band, magnifying glass and stadium highlight the main benefits of using its ticketing service, which include getting the best deals on live music and events from one source.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address.png\" alt=\"SeatGeek - Welcome Email Design Trends\" width=\"680\" height=\"1746\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a>, a socially-conscious digital banking alternative to traditional financial institutions, makes this campaign warm and inviting by including a benefits-driven message and a relevant illustration to match. The mountain background on the credit card illustration depicts \"your chance to reach the pinnacle of bank accounts.\"<\/p>\r\n<p>While the image adds a touch of lightheartedness,\u00a0 the message instills a sense of purpose for the reader, enticing them to sign up and \"do good at the same time.\"<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation.png\" alt=\"Here it is: Your Aspiration invitation\" width=\"680\" height=\"2349\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>8. Back in Black<\/h4>\r\n<p>Whether you're a designer creating beautiful prototypes or an engineer building a chatbot via an API, <a href=\"https:\/\/marvelapp.com\/\" target=\"_blank\" rel=\"noopener\">Marvel<\/a> (not associated with Marvel comics) has you covered.<\/p>\r\n<p>Thanks to stay-at-home orders during the pandemic, the average screen time has increased dramatically, and dark-designed emails can provide some much-needed relief while engaging the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api.png\" alt=\"Marvel - Dark email design trends\" width=\"680\" height=\"2486\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.harrys.com\/en\/us\" target=\"_blank\" rel=\"noopener\">Harry's<\/a> knows how to highlight its product in razor-sharp focus. Its dark design creates a sophisticated look that appeals to its target audience.<\/p>\r\n<p>It's important to note that users don't need to have <a href=\"https:\/\/iterable.com\/blog\/email-design-trends-2020\/\" target=\"_blank\" rel=\"noopener\">dark mode<\/a> enabled to recognize the benefits of a dark color palette. Not only can it help reduce eye strain, but it can also offer unique depth and dimensionality that stands out in the inbox.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/back-in-black-harrys.png\" alt=\"Harry's - Back in Black email design trends\" width=\"680\" height=\"2302\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h3>Closing Thoughts<\/h3>\r\n<p>As you go about this year, think about how you might incorporate some of these email design trends into your campaigns. What speaks to your business\u2014is it minimalism? Bold typography? Bright, colorful shapes? Whatever you choose, make sure it not only aligns with your brand personality, but also delivers value to every customer.<\/p>\r\n<p><em>Want to give your email marketing a makeover? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"Watch Out For These 8 Email Design Trends in 2021","post_excerpt":"Looking to bring that wow-factor to your campaigns? Here are eight email design trends to get your creative juices flowing this year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"8-email-design-trends-2021","to_ping":"","pinged":"","post_modified":"2021-02-04 08:51:40","post_modified_gmt":"2021-02-04 16:51:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12113","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/"},{"ID":12069,"post_author":"7","post_date":"2021-02-02 13:12:43","post_date_gmt":"2021-02-02 21:12:43","post_content":"<p>Does your email marketing plan include a strategy for Black History Month?<\/p>\r\n<p>For many brands, this month-long celebration of African American history and achievement has been approached like many other holidays\u2014as a checkmark on the annual, recurring marketing playlist.<\/p>\r\n<p>But as we know, 2020 was a year of immense\u2014and in some cases, abrupt\u2014change, widely marked by the coronavirus pandemic and the rise of momentum for the Black Lives Matter movement.<\/p>\r\n<p>The rise in social advocacy (a result of greater awareness from increased mobile use during stay-at-home orders) had a direct impact on a major milestone for Americans: the election of Kamala Harris as Vice President of the United States\u2014the first woman and person of Black and South Asian descent to serve in the position.<\/p>\r\n<p>These events, and others around the world, have raised the profile of the Black experience worldwide and affected how brands use their marketing messages to show solidarity or affinity with a wider audience.<\/p>\r\n<p>And this brings us to today\u2019s topic (and a powerful symbol for social justice): Black History Month.<\/p>\r\n<h3>Marketing During Black History Month<\/h3>\r\n<p>Recognizing Black History Month in email campaigns shows your Black customers that you see, value and honor them, especially if you want to expand your customer base to include a more diverse audience.<\/p>\r\n<p>What do your buyer personas tell you about the racial or ethnic makeup of your customers? What about your company? Although <a href=\"https:\/\/datausa.io\/profile\/soc\/marketing-sales-managers\" target=\"_blank\" rel=\"noopener\">U.S. marketing teams are more diverse than in other countries<\/a>, they're still predominantly white.<\/p>\r\n<p>This move to inclusivity is something consumers are asking for\u2014and acting on\u2014in greater numbers today as <a href=\"https:\/\/www.advertisingweek360.com\/consumers-can-see-through-surface-level-\" target=\"_blank\" rel=\"noopener\">more consumers look to do business with brands that align with their values<\/a>.<\/p>\r\n<p>A 2019 Google study found <a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/management-and-culture\/diversity-and-inclusion\/thought-leadership-marketing-diversity-inclusion\/\" target=\"_blank\" rel=\"noopener\">64% of all consumers acted on a brand after seeing an ad they considered diverse or inclusive<\/a>. The percentages were even higher among specific consumer groups: Latinx+ (85%), Black (79%), Asian\/Pacific Islander (79%), LGBTQ (85%), Millennial (77%), and teens (76%).<\/p>\r\n<p>Another benefit? Black History Month content in a campaign email can also expose other segments of your customer audience to material they might not see in other email campaigns.<\/p>\r\n<p>With the right intention, and tools, you can launch a Black History Month campaign that resonates with your customers, while helping your brand to win a larger share of a diverse audience.<\/p>\r\n<p>So where do you start?<\/p>\r\n<h3>3 Tips to Build a Black History Month Campaign<\/h3>\r\n<p>When developing cause-based campaigns, think of them as alliances with the cause\u2014whether it's Black History Month, International Women's Day, or support for specific communities, like the LGBTQIA community\u2014rather than events to co-opt for an email campaign.<\/p>\r\n<p>That means your company should have skin in the game first\u2014a commitment to diversity in recruiting and hiring, monetary contributions to relevant causes, active support through volunteering or direct connections with community advocates and the like\u2014to back up the support your email campaigns express.<\/p>\r\n<p>Otherwise, your campaigns can venture perilously close to <a href=\"https:\/\/forge.medium.com\/performative-allyship-is-deadly-c900645d9f1f\" target=\"_blank\" rel=\"noopener\">performative allyship<\/a>\u2014in which a person or company publicly espouses values to look good without backing them up in private.<\/p>\r\n<p>The ideas and email examples that follow can help you do the groundwork ahead of time to create the conditions that lead to a successful alliance with Black History Month.<\/p>\r\n<h4>1. Collaborate with your employees and customer community<\/h4>\r\n<p>Reach out within your own ranks. Begin with your Black team members and employee resource groups and ask them for content ideas and advice. Seek out members of your user groups or look for influencers in your social media circles whom you could introduce to your wider audience via email.<\/p>\r\n<p>Michaels, the U.S.-based arts and crafts retailer, featured African American designers on its creative staff and crafters from its social media community in a recent email campaign centered on Black History Month.<\/p>\r\n<p>\"A major part of avoiding missteps is being authentic in anything you do,\" Davette Angelo, a Michaels merchandising product manager, told <a href=\"https:\/\/www.usnews.com\/news\/us\/articles\/2020-02-25\/more-companies-get-into-businesses-of-black-history-month\" target=\"_blank\" rel=\"noopener\">U.S. News and World Report<\/a> in describing how the retailer tapped its company-wide employee resource group to build a collection of products related to Black History Month. According to Angelo, he and designer Sharae Averhart \"pulled on our experiences and backgrounds to put this collection together.\"<\/p>\r\n<h4>2. Turn your community into the hero of your story<\/h4>\r\n<p>Does your company support causes, charities or initiatives that benefit racial justice groups? Talk about those in your email content, but put the spotlight on the people who run the communities before mentioning your contributions.<\/p>\r\n<h4>3. Make Black History Month the jumping-off point for permanent change<\/h4>\r\n<p>The always-on nature of marketing makes it easy to move from one campaign theme to the next. Don't go back to business as usual when the calendar flips over to March 1. Incorporate your Black History Month campaign work into your messaging all year long, and use it to drive corporate change if needed:<\/p>\r\n<ul>\r\n\t<li>Continue to choose images that represent as wide a range of your customers as possible for all of your campaigns and including diverse viewpoints in content.<\/li>\r\n\t<li>Maintain the conversations you started about diversity and inclusion.<\/li>\r\n\t<li>Commit time, money and effort to diversifying your marketing team and respecting multiple viewpoints.<\/li>\r\n<\/ul>\r\n<p>If it sounds as if your work to create authentic email messaging for Black History Month will end up transforming your marketing program, you\u2019ll likely have to forge new alliances in areas you don\u2019t control. But this work is necessary to include the points of view of people of color and to create authentic messages that appeal to the audiences you want to attract.<\/p>\r\n<h3>Email Examples<\/h3>\r\n<p>Target stands out among big-box retailers for its \"<a href=\"https:\/\/corporate.target.com\/article\/2020\/01\/black-history-month\" target=\"_blank\" rel=\"noopener\">Black Beyond Measure<\/a>\" commitment to support Black-owned businesses and diversity of models in age, gender, size and ethnic heritage across its advertising across channels.<\/p>\r\n<p>The email below is an example of how Target weaves its Black History Month message into regular promotions throughout February.<\/p>\r\n\r\n[caption id=\"attachment_12088\" align=\"alignnone\" width=\"524\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\"><img class=\"wp-image-12088 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.46.38-PM.png\" alt=\"Target: Support Black-owned brands\" width=\"524\" height=\"1406\" \/><\/a> <em>Target emails regularly feature a diverse selection of models all year long, but the company focuses on its Black Beyond Measure program during Black History Month. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Etsy, the online arts and crafts marketplace, spotlights African American makers and their creations as part of its Black History Month celebration.<\/p>\r\n\r\n[caption id=\"attachment_12082\" align=\"alignnone\" width=\"526\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\"><img class=\"wp-image-12082 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.39.39-PM.png\" alt=\"Etsy: Celebrate Black History Month\" width=\"526\" height=\"1366\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>If your company isn't in a position to do a full Black History Month alliance, you can still promote visibility and inclusion with your images, as Saks Fifth Avenue does with its Valentine's Day promotion below.<\/p>\r\n\r\n[caption id=\"attachment_12095\" align=\"alignnone\" width=\"392\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\"><img class=\"wp-image-12095 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-02-at-12.54.04-PM.png\" alt=\"Saks Fifth Avenue: The February Style Agenda\" width=\"392\" height=\"1404\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Michaels' Black History Month email campaign combines multiple elements into a compelling call for diversity in the maker community, including a commitment to earmark proceeds from its special collection to a fund for racial equity, spotlights on employees who created the products and images from social media influencers in its user community.<\/p>\r\n\r\n[caption id=\"attachment_12076\" align=\"alignnone\" width=\"372\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\"><img class=\"wp-image-12076 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.31.27-PM.png\" alt=\"Michaels: DIY inspiration for celebrating Black History Month\" width=\"372\" height=\"1266\" \/><\/a> <em>The images in Michaels' emails generally focus on the products rather than the people who use them, but when they do feature models or influencers, the company includes a wide range of makers. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>To be successful with your Black History Month campaigns, you need a goal, a strategy and the right execution. Beyond merely driving sales, your initiative can work to help you connect with segments of your audience that your company might be inadvertently underserving or reach out to a new market group that had not previously been included in your buyer personas.<\/p>\r\n<p>You also can begin to affect real change within your company to diversify your workplace, bring in fresh perspectives and create more effective messaging. These changes will find their way into your marketing messages all year long, something that will be essential to retaining the customers who were attracted by your initial Black History Month content.<\/p>\r\n<h3>Dear Brands<\/h3>\r\n<p>Now that we\u2019ve seen some amazing examples of brands taking this messaging home in an authentic way, an important question remains: what should we do now?<\/p>\r\n<p><strong>First, educate yourself.<\/strong> Sure, you\u2019ve been inspired by some incredible examples of inclusive marketing, but before diving into the execution of your Black History Month marketing, make sure you know the history of the month. The <a href=\"https:\/\/asalh.org\/\" target=\"_blank\" rel=\"noopener\">Association for the Study of African American Life and History (ASALH\u24c7)<\/a> can be a great place to start.<\/p>\r\n<p><strong>Next, create.<\/strong> Design your campaigns in a way that spotlights Black customers, empowers Black community members, and signals your brands\u2019 social awareness and support. Marketing is a powerful tool with which to communicate solidarity.<\/p>\r\n<p><strong>And, finally, pause.<\/strong> As with all things in marketing, approach your Black History Month campaigns with authenticity and intention. Avoid highlighting Black people in your campaigns if you have not showcased your diversity year-round. That being said, if your brand is committed to advocacy around the clock, Black History Month is a great time to highlight your dedication.<\/p>\r\n<h3>So, Should You Focus a Campaign on Black History Month?<\/h3>\r\n<p>Yes! If your company is committed to shedding light on the Black experience and empowering the Black community outside of February, you should be planning a Black History Month campaign. What better way to magnify your message than during a month of celebration?<\/p>\r\n<p>But remember, answering this question is tricky because recognizing Black History Month isn't like adding shamrocks to a <a href=\"https:\/\/iterable.com\/blog\/st-patricks-day-holiday-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">St. Patrick's Day<\/a> campaign email. It touches on issues of race, identity, community and authenticity.<\/p>\r\n<p>As marketers, we know that connecting with customers takes time and resources. But we commit to this challenge\u2014to finding out who they are, how they see the world, what they value, what they want to hear\u2014because that\u2019s how we grow! By prioritizing inclusivity, equity and diversity, the campaigns you build will be more authentic, informed and, ultimately, successful.<\/p>","post_title":"Honoring Black History Month: 3 Email Strategies for Authenticity","post_excerpt":"With authenticity and intention, you can launch a Black History Month email marketing campaign that resonates with your customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"honoring-black-history-month-3-email-strategies","to_ping":"","pinged":"","post_modified":"2021-02-02 13:22:46","post_modified_gmt":"2021-02-02 21:22:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12069","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/"},{"ID":11961,"post_author":"7","post_date":"2021-01-28 07:41:27","post_date_gmt":"2021-01-28 15:41:27","post_content":"<p>Personalization. You know you <em>need<\/em> to do it, but you just need to know <em>how<\/em>\u2014in a way that\u2019s both effective and efficient. The good news? You are certainly not alone.<\/p>\r\n<p>In our latest installment of \u201c<a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-rebecca-chow-on-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ask an Iterator<\/a>,\u201d we ask Garin Hobbs, Principal Product Marketing Manager, Market Insights, about his most frequently asked questions from marketers when it comes to personalization.<\/p>\r\n<h3>Ask an Iterator: Garin Hobbs<\/h3>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/garin-hobbs-942b243\/\"><img class=\"alignnone wp-image-11963 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Garin-Hobbs-300x300.jpeg\" alt=\"Garin Hobbs headshot\" width=\"300\" height=\"300\" \/><\/a><\/p>\r\n<p>With 20 years of experience spanning across ESPs, agencies and technology providers, Garin is recognized for helping grow the email marketing industry, launch new technologies and develop the strategies and thought leadership to support them. Garin has worked to deliver meaningful improvements in consumer experience and program revenue for brands, such as Gap, Starbucks, Western Union, Bank of America, United Airlines, and Hilton Hotels.<\/p>\r\n<p>In the past three years, Garin has spanned across the Iterable organization, managing everything from strategic sales, to deal strategy, to go-to-market enablement. In all roles, however, he has specialized in market insights, educating folks on the marketing landscape and what\u2019s truly important to consumer brands.<\/p>\r\n<p>Garin is here to share his expertise on all things personalization, so let\u2019s get right to it!<\/p>\r\n<h4>What are the first steps to getting started with personalization?<\/h4>\r\n<p>I like to start my consultations by asking marketers 4 questions:<\/p>\r\n<ol>\r\n\t<li>What type of relationship do you have with your customers?<\/li>\r\n\t<li>What type of relationship do you want to have with your customers?<\/li>\r\n\t<li>What type of relationship do your customers want, need and expect from you?<\/li>\r\n\t<li>What will it take to deliver that relationship?<\/li>\r\n<\/ol>\r\n<p>Before you move forward with any personalization strategy, consciously decide that it\u2019s necessary for your business and make a firm commitment to do it. This may sound obvious but from the CMO down to the campaign specialists, everyone must be on board, involved and on the same page.<\/p>\r\n<p>Then, decide how you want to leverage personalization\u2014whether transactionally (to drive product), cosmetically (to drive content) or contextually (to drive relationship). There\u2019s no one right answer here, but your approach will determine what data you need\u00a0to deliver.<\/p>\r\n<p>We recommend using four types of data to build dynamic content: user attributes, event data, external data and metadata. You can check out our latest <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook<\/a> to learn more about each in detail.<\/p>\r\n<p>Start small and scale up through each level of our <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>, and most importantly, stay the course. The performance and value of personalization should be measured with a long yardstick (ultimately, customer lifetime value or LTV), rather than on a campaign-by-campaign basis.<\/p>\r\n<h4>How can I personalize a welcome series without a lot of new customer data?<\/h4>\r\n<p>I recommend leveraging progressive profiling in the post-sign-up (simple email sign-up or account creation) workflow.\u00a0 This will allow you to better understand individual profiles, needs and preferences but also the context driving them, and begin personalizing much earlier on in the engagement.\u00a0\u00a0<\/p>\r\n<p>It is important that the questions be casually presented (but in a way that is authentic to your brand\u2019s voice) to ensure that respondents answer honestly and accurately. This data should be utilized in conjunction with future behavioral data for richer context in driving engagement or conversions.<\/p>\r\n<h4>Should I reference someone\u2019s abandoned cart in emails outside a cart abandon campaign?<\/h4>\r\n<p>I really like this idea, as it's similar to embedding loyalty status in all communications, which performs really well. However, loyalty status is a rather passive data point, and the implied CTA of an abandoned cart is more explicit\/aggressive, so there are some critical factors to consider, such as frequency, cadence, profile targeting, purchase history, historical AOV, time since last visit, time since last open\/click, etc.\u00a0\u00a0<\/p>\r\n<p>There is an incredibly wide and diverse spectrum of reasons behind abandoned carts: available funds, shipping times and costs, added tax, necessity (wanted vs. needed), gifting, changed my mind, was distracted and forgot, etc.\u00a0 Sending persistent abandoned cart reminders to someone who simply can\u2019t afford an item can risk seeming insensitive, so I recommend building a target profile for this use case.\u00a0\u00a0<\/p>\r\n<p>It would be interesting to test to find if frequent customers convert higher than first-time buyers or if conversions decline after subsequent messages. The success of any workflow is a robust and ongoing experimentation strategy.<\/p>\r\n<h4>How should I coordinate cross-channel messaging?<\/h4>\r\n<p>If your brand has a mobile app, you can install our SDK, for instance, to collect behavioral data that can be used to personalize messaging in other channels, such as mobile push and in-app notifications.\u00a0 Additionally, if a user uninstalls the app, the SDK can automatically trigger a retention workflow via email.\u00a0<\/p>\r\n<p>I also recommend that brands consider web push as a potential channel, due to its more \u201cinstantaneous\u201d nature (email and in-app messages lay waiting to be read by the recipient).\u00a0 Many messages are time-sensitive and push channels are great for creating and inspiring \u201cin the moment\u201d engagements.\u00a0<\/p>\r\n<p>However, different personalities are predisposed to engage and interact on different channels.\u00a0 Some prefer email, some prefer push, and some prefer to engage via apps. Often a single experience can meander across channels as consumers move from device to device (open an email on mobile, but shop on desktop). It's important that you match the medium to the message and create an engagement ecosystem that is considerate of different tasks and customer types.<\/p>\r\n<h4>How should I be using SMS personalization for e-commerce?<\/h4>\r\n<p>SMS is an undervalued and underutilized channel for many brands, but it also carries the risk of misuse.\u00a0\u00a0<\/p>\r\n<p>In my opinion, there are three golden rules for e-commerce SMS messaging:<\/p>\r\n<ol>\r\n\t<li>Only send SMS marketing messages to customers who have explicitly opted-in<\/li>\r\n\t<li>Communicate customer-centric values (i.e. your wish list item is back in stock)<\/li>\r\n\t<li>Use primarily for time-sensitive transactional alerts (i.e. order shipped, credit card declined)<\/li>\r\n<\/ol>\r\n<h4>How should I be using personalization for re-engagement?<\/h4>\r\n<p>Keeping your brand top of mind is best accomplished with compelling content and deep personalization, synchronized across email, mobile and web channels. When engagement lags, a retention workflow can be triggered to entice lapsed customers to re-engage.\u00a0<\/p>\r\n<p>Most industry analysis reports that, over the last three years, customers have been voicing increasing demand for personalized messaging from brands they want to hear from. They don\u2019t simply want more email; they want more value-based messages that are thoughtfully (and consistently) personalized to the context of their needs, wants and priorities. If a customer doesn\u2019t perceive value in this email, then they don\u2019t have much reason to open subsequent messages.\u00a0\u00a0<\/p>\r\n<p>Here are a few tactics to improve content value and boost message performance:<\/p>\r\n<ul>\r\n\t<li>Test different personalization levers (product category, brand, price points, geo, gender, generation, loyalty, recency, history, etc.)<\/li>\r\n\t<li>Test different personalization elements (product, copy, headers\/banners\/heroes, imagery, CTAs, etc.)<\/li>\r\n\t<li>Add value beyond CTAs (editorial, give-backs\/aways, \u201ccommunity\u201d content)<\/li>\r\n\t<li>Make messages interactive (polling, animated GIFs, forms, etc.)<\/li>\r\n<\/ul>\r\n<h4>Is the effort of personalization really worth the ROI?<\/h4>\r\n<p>It may help to reframe your definition of \u201creturn\u201d in \u201creturn on investment.\u201d Personalization is not a performance tactic whose value should be measured campaign-by-campaign, but a table-stakes customer expectation that is critical to both engagement and retention, and forms the basis of brand-customer relationships.\u00a0\u00a0<\/p>\r\n<p>The value of consistent and meaningful personalization pays off sustainably over time and dividends are more appropriately measured in LTV (or more specifically, LTV vs. CAC).\u00a0 I would suggest putting \u201cpersonalization\u201d in terms of customers\u2019 individual intrinsic motivations\u2014the WHY behind why they want to connect with your brand.\u00a0<\/p>\r\n<p>These motivations reflect how your business fits into their lives, how it makes them feel, and how it empowers them to live their values. Using these factors, you can feature the same item to different people and personalize the value in ways that contextually resonate with each individual. This will allow you to leverage pragmatic personalization that is both efficient and effective.<\/p>\r\n<h3>Get Our Personalization Playbook<\/h3>\r\n<p>Now that Garin has provided a foundation of how to personalize across the customer lifecycle, download our full <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a> to learn all about the data and tools you need to build an advanced personalization technology stack and level up your cross-channel marketing campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Ask an Iterator: Garin Hobbs on Personalization","post_excerpt":"In our latest installment of \u201cAsk an Iterator,\u201d we ask market insights expert Garin Hobbs to answer popular FAQs on personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-garin-hobbs-on-personalization","to_ping":"","pinged":"","post_modified":"2021-02-02 20:02:50","post_modified_gmt":"2021-02-03 04:02:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11961","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-garin-hobbs-on-personalization\/"},{"ID":11956,"post_author":"7","post_date":"2021-01-27 07:35:14","post_date_gmt":"2021-01-27 15:35:14","post_content":"<p>Artificial Intelligence (AI) is arguably the most talked about\u2014yet most misunderstood\u2014technologies in digital marketing. From machine learning, to neural networks, to data science, AI has plenty of buzz but often leaves marketers feeling uncertain in fully embracing this strange new technology.<br \/>\r\n\u00a0<br \/>\r\nWe believe that AI is the future of marketing, and we're not alone. In fact, in a <a href=\"https:\/\/techround.co.uk\/interviews\/ai-predictions-for-2021\/\" target=\"_blank\" rel=\"noopener noreferrer\">recent survey<\/a> of B2C marketers we conducted, 88% of marketers have made AI a key part of their 2021 marketing strategy and plan to expand their in-house AI capabilities in the new year.<\/p>\r\n<p>2020 was an important year for Iterable and our AI development. We set out to build easy yet powerful AI tools that complement today\u2019s marketer, not replace them. We focused on creating intuitive AI solutions to empower marketers to automate routine tasks, accelerate growth, and deliver more meaningful experiences at every step of the customer journey\u2014all without replacing the authenticity and empathy in their messaging.<\/p>\r\n<h3>Brand Affinity\u2122<\/h3>\r\n<p>Late last year, we released <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Affinity\u2122<\/a>, an intelligent personalization solution powered by <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable AI<\/a> that gives marketers the power to transform customer engagement into more meaningful cross-channel experiences.<\/p>\r\n<p>Brand Affinity takes a holistic look at engagement across all of your messaging and calculates a score that indicates how likely each contact will interact with future marketing messages. We pipe the data through our AI and label each of your contacts based on their engagement.<\/p>\r\n<p>At any given point in time, each customer has one of the following Brand Affinity labels:<\/p>\r\n<ul>\r\n\t<li><code>loyal<\/code> - Highly engaged with your messages, and frequently interacts with them.<\/li>\r\n\t<li><code>positive<\/code> - Generally engaged with your messages, and often interacts with them (but less frequently than loyal contacts).<\/li>\r\n\t<li><code>neutral<\/code> - Sometimes engaged with your messages, and only occasionally interacts with them.<\/li>\r\n\t<li><code>negative<\/code> - Usually disengaged with your messages, and generally does not interact with them.<\/li>\r\n\t<li><code>unscored<\/code> - Has not yet received enough messages for Iterable to generate a meaningful Brand Affinity label.<\/li>\r\n<\/ul>\r\n<p>Instead of brands having to rely on their data science team or spend hours manually querying customer databases, across multiple channels, to create complex segmentation queries, you can use Brand Affinity to quickly and easily identify users by overall engagement. Using Brand Affinity, you can leave the segmentation to the AI and focus on delivering amazing experiences for your customers.<\/p>\r\n<h3>Under the Hood of Our AI<\/h3>\r\n<p>To generate Brand Affinity labels for your contacts, we look at email, mobile push, and in-app engagement across all of your campaigns and workflows. More recent engagement signals are weighted more heavily, with a time-based exponential decay applied as engagement becomes older.<\/p>\r\n<p>We also dynamically determine how far back in time to look based on how you send and how to decay the importance of older interactions over time.<\/p>\r\n<p>Our AI models take into consideration the percentage of messages that contacts have interacted with because we do not want to score contacts down for not receiving enough messaging. Maybe your contacts want to hear from you!<\/p>\r\n<p>For example, someone who opens 4 out of 5 emails will have a similar Brand Affinity as someone who opens 8 out of 10. However, for the latter contact, the AI can add a boost for the contact that opened eight messages.<\/p>\r\n<p>We include transactional messaging interactions as a secondary signal because e-commerce receipts and even password resets are positive signals for your brand.<\/p>\r\n<p>We pipe all of this data through our AI and output a single scalar that predicts a propensity for future engagement, and we turn that number into the Brand Affinity label that you see in the Iterable UI. The boundaries of where we draw the line between labels, for example, between positive and loyal, is determined dynamically for each project.<\/p>\r\n<p>We also continuously monitor how well our models perform and make adjustments over time to improve their overall accuracy and usefulness.<\/p>\r\n<h3>How to Get Started<\/h3>\r\n<p>We want to bring the power of AI to your fingertips, so we have intentionally designed Brand Affinity to be integrated <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener noreferrer\">across the Iterable platform<\/a> to deliver highly personalized experiences.<\/p>\r\n<p>Marketers can take advantage of Brand Affinity in Segmentation to intelligently segment and target customers by creating dynamic audiences; tailor and personalize customer journeys in Workflow Studio; or populate dynamic content through conditional logic to match customers with personalized experiences by affinity.<\/p>\r\n<p>With Brand Affinity labels being stored on the user profile, you can easily personalize the customer experience at every stage of the lifecycle, anywhere a contact property can be used, including:<\/p>\r\n<ul>\r\n\t<li><strong>Segmentation<\/strong> - as a contact property criteria field<\/li>\r\n\t<li><strong>Workflow Studio<\/strong> - as a field split node, field match node, or triggered event<\/li>\r\n\t<li><strong>User Profile<\/strong> - as a contact property nested under <code>brandAffinityLabel<\/code><\/li>\r\n\t<li><strong>Handlebars<\/strong> - as dynamic message content and conditional logic<\/li>\r\n\t<li><strong>Data feeds<\/strong> - as a parameter of a data feed call to return the right recommendations for someone<\/li>\r\n\t<li><strong>Catalog<\/strong> - in a collection, to offer recommendations based on users that match Brand Affinity labels<\/li>\r\n<\/ul>\r\n<h3>Learn More About Iterable AI<\/h3>\r\n<p>If you would like to learn more about Brand Affinity or any of Iterable's AI products, please contact your Customer Success Manager or visit <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/ai<\/a> for more information and schedule a demo.<\/p>","post_title":"Brand Affinity\u2122 Explained: The Science Behind the AI","post_excerpt":"To bring the power of AI to your fingertips, we integrated Brand Affinity across the Iterable platform to deliver highly personalized experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-affinity-explained-science-behind-ai","to_ping":"","pinged":"","post_modified":"2021-01-27 07:35:14","post_modified_gmt":"2021-01-27 15:35:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/"},{"ID":11951,"post_author":"7","post_date":"2021-01-26 07:57:07","post_date_gmt":"2021-01-26 15:57:07","post_content":"<p>How is it already the end of January? With so much going on in the world right now, time seems to be both flying by and standing still simultaneously, which can make it challenging to stick to your New Year's resolutions\u2014if you even bothered to make any in the first place.<\/p>\r\n<p>New Year's resolutions and people's commitment to them particularly affects the health and wellness industry, which has been significantly impacted due to the <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">difficulties of maintaining physical and mental health during a global pandemic<\/a>.<\/p>\r\n<p>Considering the many shifts in the health and wellness space in the past year, Iterable wanted to know how these changes have affected the industry's marketing efforts.<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled B2C marketers<\/a> in the health and wellness industry and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>New Year's resolution messaging will not go away.<\/li>\r\n\t<li>Marketers are preparing for higher Q1 customer attrition.<\/li>\r\n\t<li>Customer loyalty programs will skyrocket.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how industry marketers will evolve their customer experience this year.<\/p>\r\n<p>Check out our health and wellness infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>How New Year's resolution messaging differs between the U.S. and U.K.<\/li>\r\n\t<li>The top barriers to acquiring and retaining customers<\/li>\r\n\t<li>The tactics marketers are using to increase loyalty<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11964\" align=\"alignleft\" width=\"4000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\"><img class=\"wp-image-11964 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\" alt=\"2021 Marketing Trends: Health and Wellness Infographic\" width=\"4000\" height=\"22603\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Health and Wellness in 2021: How to Meet Your Marketing Goals<\/h3>\r\n<p>Industry data and benchmarks are important in informing your business strategy for the new year, but it's even more valuable to learn from the experts.<\/p>\r\n<p>If you're looking for ways to enhance your health and wellness marketing, here are <a href=\"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four tried-and-true tactics<\/a> from Iterable's own customers in the industry, including leaders like Calm and Curology.<\/p>\r\n<p>Interested in reading even more success stories? Check out our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer case studies<\/a> or learn from Iterable's <a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>.<\/p>","post_title":"Health and Wellness Infographic: 2021 Industry Trends","post_excerpt":"Check out our health and wellness infographic on 2021 industry trends that can guide your marketing plan in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"health-and-wellness-infographic","to_ping":"","pinged":"","post_modified":"2021-02-15 15:42:45","post_modified_gmt":"2021-02-15 23:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11951","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/health-and-wellness-infographic\/"},{"ID":11938,"post_author":"7","post_date":"2021-01-21 07:52:55","post_date_gmt":"2021-01-21 15:52:55","post_content":"<p>Give yourself a pat on the back! You\u2019ve mastered the <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">first two levels of personalization<\/a>, and you\u2019re almost at the end of your personalization journey. But don\u2019t get too excited just yet because there\u2019s a third and last data type on the block\u2014<strong>metadata<\/strong>.<\/p>\r\n<p>Chances are, you\u2019ve probably heard and used the expression, \u201cThat\u2019s so meta,\u201d to describe something that\u2019s self-referential. In the context of advanced cross-channel personalization, your product metadata can be used to take your marketing messages to unprecedented heights and turn your customers into brand evangelists.<\/p>\r\n<p>But before we divulge further, let\u2019s do a final review of the personalization model.<\/p>\r\n<h3>Final Recap: The Three Levels of Personalization<\/h3>\r\n<p>Take a final look at the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user attributes and event data<\/a>. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">externally managed data<\/a>. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>On Level 3, it\u2019s all about forming a 1:1 connection with each customer by honing in on the details that truly matter to them. To illustrate how individualization works, we\u2019ll use a friendship analogy.<\/p>\r\n<p>Let\u2019s say you meet someone who shares your love of coffee, so you suggest grabbing lattes at a nearby cafe to get to know them better. There, you learn that they recently discovered pour-over coffee after years of brewing in a standard coffee maker.<\/p>\r\n<p>Based on this newly acquired knowledge, you suggest going to the top three cafes in your area that specialize in this method of brewing coffee, one of which becomes yours and their favorite.<\/p>\r\n<p>Over time, not only does your friendship deepen but your understanding of your friend\u2019s tastes and preferences also becomes more nuanced and refined. This ultimately means that you can provide highly personalized options\u2014from cafes and types of beans to the equipment they use at home\u2014that appeal the most to your friend.<\/p>\r\n<p>With this analogy in mind, check out a snippet of our final guide below!<\/p>\r\n<h3>Personalization Maturity, Level 3: Metadata<\/h3>\r\n<p>In the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">final guide of this three-part series<\/a>, you\u2019ll get better acquainted with metadata and learn how to harness it in your cross-channel marketing campaigns.<\/p>\r\n<p>To give you a head start, we\u2019ll share the difference between data feeds and metadata.\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Data feeds<\/strong> are mechanisms to receive real-time information from externally managed websites and apps.\u00a0<\/li>\r\n\t<li>On the other hand, <strong>metadata<\/strong> is descriptive information about your brand\u2019s product or service offerings.<\/li>\r\n<\/ul>\r\n<p>Both can be used to personalize marketing campaigns at the moment of send.\u00a0<\/p>\r\n<p>Of course, we\u2019ll provide several examples of metadata in action so you can see how they create individualized messages in the following campaigns:<\/p>\r\n<ul>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Review requests<\/li>\r\n\t<li>Transactional confirmations<\/li>\r\n\t<li>Back-in-stock alerts<\/li>\r\n\t<li>Recommendations<\/li>\r\n<\/ul>\r\n<p>For instance, take a look at Jack Wills\u2019 cart abandonment email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11940\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11940 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/your-basket-is-having-abandonment-issues.png\" alt=\"Jack Wills cart abandonment email campaign\" width=\"680\" height=\"2530\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>This British fashion and lifestyle brand does a great job of addressing FOMO and incorporating product metadata to re-engage Luke, one of its customers.<\/p>\r\n<p>For starters, the email headline and message reassure Luke (by name!) that he can return to the website at any time to complete his purchase. The item details (images, names, colors, sizes and prices) help jog his memory of what he had previously looked at. What\u2019s more, the action-oriented CTA and the free delivery are powerful incentives for Luke to complete the transaction.<\/p>\r\n<p>Overall, this message is friendly, helpful, and not at all pushy. By doing the same, with your product details clearly laid out, you bring your customers one step closer to clicking the \u2018checkout\u2019 button on your brand\u2019s website.<\/p>\r\n<p><em>We've got many more examples to borrow inspiration from, so be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the final guide<\/a>.<\/em><\/p>\r\n<h3>The Challenges of Advanced Personalization\u2014And A Solution<\/h3>\r\n<p>Despite your best efforts, organizational and technological challenges may prevent you from reaching your marketing goals, leaving you to <a href=\"https:\/\/iterable.com\/blog\/death-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">question the value of personalization entirely<\/a>.<\/p>\r\n<p>As you\u2019re well aware, abandoning these efforts puts you at a disadvantage among your competitors, and you certainly don\u2019t want to see your hard work go down the drain.<\/p>\r\n<p>The good news? Iterable offers <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, an individualization solution that allows you to deliver powerful and relevant messages at scale with ease.<\/p>\r\n<p>To learn more, watch Nick Allen, Solutions Consultant at Iterable, demonstrate how to build dynamic content with Catalog in the video below.<\/p>\r\n<p>[embed]https:\/\/youtu.be\/_Gjfi1Toq4E[\/embed]<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download Part 3<\/a> of our cross-channel personalization series to find out how you can use metadata to provide 1:1 experiences for your customers.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11927 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-3_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Metadata\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 3: Metadata","post_excerpt":"In the final guide of this three-part series, you\u2019ll learn how to harness the power of metadata in your cross-channel marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-3-metadata","to_ping":"","pinged":"","post_modified":"2021-01-21 07:52:55","post_modified_gmt":"2021-01-21 15:52:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11938","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-3-metadata\/"},{"ID":11932,"post_author":"7","post_date":"2021-01-20 10:27:05","post_date_gmt":"2021-01-20 18:27:05","post_content":"<p>Your personalization journey starts with you tapping into your customers\u2019 <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user and event data<\/a>. Based on this information, you can unlock opportunities to create personalized experiences that resonate with your customers, whether it\u2019s sending a warm <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome message<\/a> after downloading an app or reassuring them about their <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">travel points<\/a> in the wake of COVID-19.<\/p>\r\n<p>But suppose you want to enhance your marketing messages with even more robust, dynamic personalization. In that case, you need to look outside of your email service provider (ESP) because relying solely on your customers\u2019 profile and event data is like eating the same meal every day. Eventually, you\u2019re going to need other options for nourishment.<\/p>\r\n<p>Lucky for you, we\u2019ve got the ingredient that will help drive further engagement and boost your ROI (variety is the spice of a marketer\u2019s life, after all).<\/p>\r\n<p>With that, let\u2019s get started!<\/p>\r\n<h3>Recap: The Three Levels of Personalization\u00a0<\/h3>\r\n<p>Remember the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>? If not, familiarize yourself with the three levels below.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>In the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">first installment<\/a> of our three-part whitepaper series, we explain that Level 1 is the most straightforward and the easiest type of personalization to implement, but as we mentioned earlier, it\u2019s not enough to get you to the heart of what your customers want, just based on user profile data.\u00a0<\/p>\r\n<p>On the other hand, Level 2 prevents you from plateauing since it allows you to fuel your campaigns with more attention-grabbing content your audience will love. In this case, data feeds can make this happen for you.<\/p>\r\n<p>Take a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 2: Data Feeds<\/h3>\r\n<p>Data feeds are externally managed information that exists outside of your ESP and are updated frequently (i.e. <a href=\"https:\/\/whatis.techtarget.com\/definition\/data-feed\" target=\"_blank\" rel=\"noopener noreferrer\">RSS feeds<\/a> for blogs and podcasts). When used in conjunction with user profile data, they deliver real-time content to your target audience, therefore enhancing the relevance of your campaigns.<\/p>\r\n<p>With data feeds, you can retrieve information (via JSON, XML, RSS, and Atom web services) from virtually any reputable source, so the sky\u2019s the limit in terms of what kind of information you want to integrate into your campaign for maximum customizability.<\/p>\r\n\r\n[caption id=\"attachment_11935\" align=\"alignnone\" width=\"1308\"]<a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795659-Personalizing-Templates-with-Data-Feeds-\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11935 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-20-at-10.04.08-AM.png\" alt=\"Product recommendations powered by data feeds\" width=\"1308\" height=\"960\" \/><\/a> <em>Data feeds can be used to generate personalized product recommendations, such as these items for cats.<\/em>[\/caption]\r\n\r\n<p>\u00a0In this Level 2 guide, you\u2019ll see how data feeds manifest in the following ways:\u00a0<\/p>\r\n<ul>\r\n\t<li>Active offers<\/li>\r\n\t<li>Recommendations<\/li>\r\n\t<li>Tickers and APIs<\/li>\r\n\t<li>Blog and news content<\/li>\r\n<\/ul>\r\n<p>For instance, take a look at this Uniqlo email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11937\" align=\"alignnone\" width=\"666\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11937 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/innovative-lightweight-ready-for-anything-1.png\" alt=\"Uniqlo transitional weather essentials\" width=\"666\" height=\"1053\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>We\u2019ve all been there. We choose our outfits based on the weather forecast, only to discover that Mother Nature changed her mind at the last minute. Naturally, the unpredictability in weather makes it challenging to decide what to wear and when to wear it.\u00a0<\/p>\r\n<p>Understanding Mother Nature\u2019s fickle disposition, Uniqlo incorporated a weather API into this campaign to display a 7-day forecast based on the customer\u2019s location. In turn, this propagated seasonally-appropriate options for men and women so they could step out in style without being caught off guard.\u00a0<\/p>\r\n<p>Thanks to these types of data feeds, you can create dynamic personalization in real-time at scale and help your customers weather the storm with ease.\u00a0<\/p>\r\n<p><em>Want to see what other examples are in the forecast? Then <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download Part 2<\/a> of our cross-channel personalization series.<\/em><\/p>\r\n<h3>Stay Proactive to Deepen Personalized Experiences For Customers\u00a0<\/h3>\r\n<p>It\u2019s one thing to establish a connection with your customers. It\u2019s another thing to maintain the relationships you\u2019ve worked hard to build. The truth is, you\u2019re not the only brand vying for your audience\u2019s attention, and your customers\u2019 allegiances lie with whichever brand serves their needs the most.\u00a0<\/p>\r\n<p>Given this, it\u2019s more important than ever to step up your game and continuously provide highly tailored messages that not only fulfill their needs, but also reflect your commitment to help them throughout their journey.\u00a0<\/p>\r\n<p>So don\u2019t wait. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see how you can spice up your marketing campaigns with data feeds!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11928 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-2_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Data Feeds\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 2: Data Feeds","post_excerpt":"Download Part 2 of our cross-channel personalization series, where we explain how to level up your personalization maturity using data feeds.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-2-data-feeds","to_ping":"","pinged":"","post_modified":"2021-01-20 10:28:57","post_modified_gmt":"2021-01-20 18:28:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11932","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/"},{"ID":11901,"post_author":"7","post_date":"2021-01-19 16:27:21","post_date_gmt":"2021-01-20 00:27:21","post_content":"<p>Have you ever watched the original <em>CSI<\/em> on TV? If you have, you\u2019re probably familiar with the theme song, \u201cWho Are You,\u201d playing at the beginning of every episode. In the show, the main characters work around the clock with this question in mind, discovering and analyzing every piece of evidence to help bring justice to the victims on time.<\/p>\r\n<p>Like these fictional characters, your duty as a marketer is to bring justice to your customers by delivering the right message to the right people at the right time. To achieve that, you must understand who they are, what they like and how they interact with your brand.<\/p>\r\n<p>Without this foundational knowledge, you miss out on opportunities to make meaningful connections and provide your customers with personalized experiences throughout their <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">journey<\/a>.<\/p>\r\n<p>So whether you\u2019re new to cross-channel personalization or simply need a refresher on the fundamentals, we\u2019ve got the tools to help you solve your customers\u2019 problems.<\/p>\r\n<h3>The Three Levels of Personalization Maturity<\/h3>\r\n<p>At Iterable, we abide by the foundation of <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity<\/a>, which comes in three levels:<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>At the beginning of your personalization journey, it\u2019s all about establishing a relationship with your customers and building a strong foundation. In <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">our first in-depth guide to cross-channel personalization<\/a>, we\u2019ll cover Level 1 extensively so you can learn the ins-and-outs of user and event data and apply those learnings to your marketing campaigns.<\/p>\r\n<p>Take a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 1: User and Event Data<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">User attributes and event data<\/a> are information that\u2019s readily available on any email service provider (ESP) or growth marketing platform. The former refers to personal characteristics and demographic information, such as a person\u2019s name, preferences and location. And the latter refers to your customers\u2019 interactions with your brand.<\/p>\r\n\r\n[caption id=\"attachment_11930\" align=\"alignnone\" width=\"1475\"]<img class=\"wp-image-11930 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Andrew-Event-Data.png\" alt=\"Iterable User Profile: Andrew Boni example\" width=\"1475\" height=\"811\" \/> <em>A standard user profile contains basic information about your customer, such as their name, email address, location and when they subscribed to your communications.<\/em>[\/caption]\r\n\r\n<p>Together, they make a powerful duo since they unlock opportunities for increased engagement and higher ROI for your brand.<\/p>\r\n<p>And in part one of our three-part whitepaper series, we\u2019ll show you how to apply user and event data throughout the five stages of campaign building, which include the following:\u00a0<\/p>\r\n<ol>\r\n\t<li>Audience identification<\/li>\r\n\t<li>Data integration<\/li>\r\n\t<li>Campaign composition<\/li>\r\n\t<li>Message personalization<\/li>\r\n\t<li>Performance optimization\u00a0<\/li>\r\n<\/ol>\r\n<p>Of course, we\u2019ll provide plenty of examples, so you can see how some of the leading consumer brands are leveraging their customers\u2019 data to deliver personalized experiences every step of the way.\u00a0<\/p>\r\n<p>For illustration, let\u2019s take a look at this Alaska Airlines email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11931\" align=\"alignnone\" width=\"497\"]<img class=\"wp-image-11931 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/alaskaairlines.png\" alt=\"Alaska Airlines COVID-19 email\" width=\"497\" height=\"792\" \/> <em>Alaska Airlines keeps travelers informed with empathy in this email.<\/em>[\/caption]\r\n\r\n<p>Last year, COVID-19 devastated the hospitality and travel industries. The emergence of the coronavirus forced millions of travelers to delay or cancel their plans until further notice, and those with travel points were concerned about whether they could redeem their credits toward future travel plans.<\/p>\r\n<p>To reassure its customers, Alaska Airlines launched a campaign to announce an extension of expiration dates. More importantly, the message exuded compassion, flexibility and <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">relevance<\/a>\u2014all of which help drive customer engagement and loyalty during stressful and uncertain times.<\/p>\r\n<p><em>This is just a preview. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see more examples of how you can apply user profile and event data to create personalized cross-channel campaigns.<\/em><\/p>\r\n<h3>Adopt a Reactive Approach to Create Personalized Experiences<\/h3>\r\n<p>Don\u2019t be fooled by the moniker: Reactive isn\u2019t synonymous with a knee-jerk response to your customers\u2019 needs. Creating personalized experiences requires a thorough understanding of your customers and segmenting them based on their actions and behavior with your brand.<\/p>\r\n<p>In the video below, Iterable Solutions Consultant, <a href=\"https:\/\/www.linkedin.com\/in\/nikilasimonutti\/\" target=\"_blank\" rel=\"noopener noreferrer\">Niki Simonutti<\/a>, explains why user segmentation is an integral part of your marketing strategy. Using a hypothetical e-commerce brand, Niki demonstrates how to retrieve the right data to create relevant messages to the right audience.<\/p>\r\n<p>[embed]https:\/\/youtu.be\/Cz8Htjf1Ktg[\/embed]<\/p>\r\n<p>Regardless of which lifecycle campaign you\u2019re launching, segmenting your users not only facilitates a connection, but it also allows you to tailor messages that resonate with your audience, which in turn means higher ROI for your business.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11929 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-1_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using User and Event Data\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 1: User and Event Data","post_excerpt":"In our Level 1 guide to cross-channel personalization, we\u2019ll cover the details of user and event data and how to harness them in your marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-1-user-and-event-data","to_ping":"","pinged":"","post_modified":"2021-01-20 19:06:04","post_modified_gmt":"2021-01-21 03:06:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11901","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/"},{"ID":11905,"post_author":"7","post_date":"2021-01-14 07:43:03","post_date_gmt":"2021-01-14 15:43:03","post_content":"<p>The global coronavirus pandemic derailed, well, <em>everything<\/em>, so it's no surprise that people\u2019s mental and physical health were severely impacted. With so many other competing priorities, such as remote work, child and family care, and financial security, it's completely understandable that <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">many lost the motivation to stay active during these tumultuous times<\/a>.<\/p>\r\n<p>These particular effects of the pandemic have impacted those in the health and wellness industry, but there\u2019s still hope for marketers in this space despite the collective malaise.<\/p>\r\n<p>A recent <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">survey Iterable conducted<\/a> showed that nearly 44% of health and wellness marketers had planned to launch New Year\u2019s resolution campaigns, and 36% planned to focus on delivering targeted messages that help drive engagement and growth.<\/p>\r\n<p>Regardless of what your specific health and wellness marketing goals are, kicking off the new year with campaigns that convey empathy and trust can help your customers achieve a healthy body and mind\u2014and a more balanced life.<\/p>\r\n<p>Here are four ways to do just that, using tactics from Iterable's own health and wellness customers.\u00a0<\/p>\r\n<h3>4 Ways to Stick to Your New Year\u2019s Marketing Resolutions<\/h3>\r\n<h4>1. Analyze user engagement data to optimize communications that drive revenue.<\/h4>\r\n<p><a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a> is a mindfulness and meditation app that has helped millions of people manage their emotions and find their center. Last April, <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">1.6 million people downloaded the app for the first time<\/a> to cope with the stresses and anxieties brought forth by the pandemic. But as <a href=\"https:\/\/iterable.com\/blog\/analytics-testing-sue-cho-calm\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sue Cho<\/a> (Head of Lifecycle Marketing at Calm) can attest, the path to reaching a large user base came with some challenges.<\/p>\r\n<p>Previously, she launched a <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">new-member onboarding campaign<\/a> that entailed eight emails over the course of one month. The first email was sent the day after sign-up; the remaining emails were dispatched every two days thereafter. During her post-launch analysis, Sue discovered that 80% of new users were dropping off after signup, which indicated that the messages didn\u2019t make a powerful first impression.<\/p>\r\n<p>To remedy the situation, Sue <a href=\"http:\/\/erable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmented<\/a> half of the new members and delivered the same eight emails in 15 days versus 27 days. Through testing and optimizing with <a href=\"http:\/\/iterable.com\/product\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> and <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a>, she saw a significant improvement in user engagement and retention and noticed a 4x increase in revenue.<\/p>\r\n<p>Learn more about Calm's analytics and testing strategies in our <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">webinar on-demand<\/a>.<\/p>\r\n<h4>2. Apply dynamic segmentation across channels to boost engagement and the bottom line.<\/h4>\r\n<p><a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Curology<\/a> understands that a solid plan is as good as the person seeing it through. As an individualized prescription skincare company that caters to Gen Z and Millennials, it provides bespoke treatment plans that address a range of skin concerns, from acne to fine lines and wrinkles. In addition, the Curology team offers its customers 1:1 consultations with licensed dermatologists to ensure they achieve the best possible results.<\/p>\r\n<p>Given the nature of the business, its success hinges on its customers\u2019 ability to follow their personalized treatment plans. Knowing this, the Curology team <a href=\"https:\/\/iterable.com\/customers\/case-study\/curology\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 21-day challenge<\/a> to encourage its young customers to abide by their skincare regimen.<\/p>\r\n<p>However, the Curology team\u2019s initial use of two different platforms to manage their email and SMS campaigns proved difficult. The data disparity hindered their ability to provide personalized recommendations at scale, let alone gain their customers\u2019 compliance. They also had to contend with the fact that <a href=\"https:\/\/adsharkmarketing.com\/marketing-to-gen-z-why-we-need-to-embrace-the-next-generation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Gen Z consumers have an attention span of about 8 seconds<\/a>, which meant they had to grab their attention fast.<\/p>\r\n<p>This prompted VP of Marketing Fabian Seelbach to seek out Iterable\u00a0to streamline the process, segment unengaged SMS users, and send them targeted follow-up campaigns to make sure they were sticking to the treatment plan. As for the results? The team boosted customer engagement by 26%, treatment plan compliance by 14%, and increased revenue by 10%.<\/p>\r\n<p>Check out the video below and <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">read Curology's full case study<\/a> to learn how.<\/p>\r\n<p>https:\/\/youtu.be\/su7EZLn7R0o<\/p>\r\n<h4>3. Strengthen new user onboarding for maximum gains in conversions.<\/h4>\r\n<p><a href=\"https:\/\/fiit.tv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit.TV<\/a> is a U.K.-based fitness subscription app with a mission to make online fitness classes accessible to everyone. When the pandemic hit, the Fiit team saw a massive influx of new users\u2014300% YoY to be exact. But the exponential growth raised the question among the founders: How were they going to deliver personalized experiences at scale and retain users?<\/p>\r\n<p>To answer that question, the team <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 14-day free trial<\/a> for all new users in early 2020, and to their surprise, conversion rates dropped. Upon closer look, they discovered that their email onboarding sequence lacked clear objectives, leaving users not sure how best to get started.<\/p>\r\n<p>After revising the onboarding sequence with Iterable\u2019s Experiments and <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Studio<\/a> (and testing and optimizing), the team\u2019s hard work paid off: Trial-to-paid conversions increased to 65% and first-day activations increased by 12%.<\/p>\r\n<p>Read <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit's case study<\/a> for a deeper dive into how the team optimized its health and wellness marketing for peak performance.<\/p>\r\n<h4>4. Automate personalization to scale results and take back your time.<\/h4>\r\n<p>In 2014, Noga Leviner, co-founder and CEO of <a href=\"https:\/\/picnichealth.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PicnicHealth<\/a>, launched the company to create a platform that would allow patients to access their comprehensive medical history and anonymously contribute to medical research.<\/p>\r\n<p>During the early stages, the company\u2019s engineering team handled all the marketing initiatives in the absence of a marketing team. They wrote the email logic and launched and managed their ongoing medical record collection campaign. But as the company\u2019s research programs grew, the engineers realized that manually segmenting users was highly inefficient and yielded less-than-ideal conversion rates.<\/p>\r\n<p>After switching to Iterable, they were able to <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">automate the medical history consent campaign<\/a> and send personalized emails to different audience segments at scale. As a result, PicnicHealth\u2019s conversion rate skyrocketed to 90% and saved 10 hours per week in customer support.<\/p>\r\n<p>Learn how PicnicHealth automated its communications, while maintaining the security and privacy of patient data, in this <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">full case study<\/a>.<\/p>\r\n<h3>Closing Thoughts on Health and Wellness Marketing<\/h3>\r\n<p>If there\u2019s anything 2020 has shown us, it\u2019s that health and wellness are essential. For marketers in the industry, as you continue to navigate the pandemic this year, make a commitment to restore some balance for your customers.<\/p>\r\n<p>Whether it\u2019s encouraging them to meditate for five minutes or rewarding them for completing a workout, make sure your health and wellness marketing messages exude empathy and relevancy like never before.<\/p>\r\n<p><em>Need some guidance on how to boost customer engagement and revenue? <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"4 Ways to Enhance Your Health and Wellness Marketing","post_excerpt":"Meet your health and wellness marketing goals in the new year with these four tactics from Iterable's customers in the industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-enhance-health-and-wellness-marketing","to_ping":"","pinged":"","post_modified":"2021-01-14 07:43:03","post_modified_gmt":"2021-01-14 15:43:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/"},{"ID":11895,"post_author":"7","post_date":"2021-01-12 07:58:16","post_date_gmt":"2021-01-12 15:58:16","post_content":"<p>Health and wellness brands are entering a new year with a drastically altered consumer landscape.<\/p>\r\n<p>In regions where gyms remain closed due to COVID-19 lockdowns, at-home and virtual workouts have become common alternatives. And where gyms are open, members must wear masks and fitness class sizes have shrunk due to safety restrictions.<\/p>\r\n<p>Additionally, demand is surging for mindfulness and meditation apps like <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, whose downloads <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">increased<\/a> by 36% from January to April 2020. However, stress and personal responsibilities have resulted in <a href=\"https:\/\/www.wsj.com\/articles\/covid-stress-derailed-your-workouts-heres-how-to-get-back-on-track-11596373200\" target=\"_blank\" rel=\"noopener noreferrer\">decreased motivation<\/a> to exercise for many consumers.<\/p>\r\n<p>We\u2019re in a new year of the pandemic. Given the many shifts in the health and wellness space, <strong>Iterable wanted to know how these changes have affected the industry\u2019s marketing efforts.<\/strong><\/p>\r\n<p>To gain a better understanding of 2020\u2019s impact on the health and wellness world, Iterable asked industry marketers how they feel about 2021. We surveyed health and wellness marketers across the U.S. and U.K. on their plans and predictions for the new year.<\/p>\r\n<p>Here\u2019s what we discovered.<\/p>\r\n<h3>Health and Wellness Marketing Trends for 2021<\/h3>\r\n<h4>1. New Year\u2019s resolution messaging will not go away.<\/h4>\r\n<p>One of our biggest questions for health and wellness industry marketers was on the use of New Year\u2019s resolution messaging. Given the challenges consumers continue to face during the pandemic, we wondered if using a \u201cnew year, new you\u201d message\u2014or resolution messaging\u2014would still be a priority.<\/p>\r\n<p>However, it appears this messaging will carry on. Nearly half (44%) of respondents are investing <strong>more<\/strong> in New Year\u2019s resolution messaging this year. Another 38% plan to invest in the <strong>same<\/strong> amount of messaging as last year.<\/p>\r\n<p>For most industry marketers, the planned continuation of resolution messaging lies in its success\u201477% think it's worthwhile. But when comparing U.S. and U.K. respondents, U.S. brands rely more on resolution messaging. Seventy-six percent of U.S. marketers say the messaging is a viable investment versus 64% of those in the U.K.<\/p>\r\n<h4>2. Marketers are preparing for higher Q1 customer attrition.<\/h4>\r\n<p>Considering the majority of respondents believe in the value of New Year\u2019s resolutions, it comes as no surprise that 65% also said the popularity of their product is tied to New Year\u2019s resolutions.<\/p>\r\n<p>Industry marketers were also aligned with previous studies that showed the <a href=\"https:\/\/www.sundried.com\/blogs\/training\/research-shows-43-of-people-expect-to-give-up-their-new-year-s-resolutions-by-february\" target=\"_blank\" rel=\"noopener noreferrer\">abrupt ending<\/a> of New Year\u2019s resolutions by consumers in February. More than half of respondents (52%) said their brand typically sees more than 20% attrition by the end of Q1 year-over-year.<\/p>\r\n<p>For 2021, industry marketers are also aware of new factors that could further impact typical Q1 attrition. Respondents listed a lack of motivation to achieve goals and customers falling back into old routines as the top barriers to customer acquisition and retention for Q1 2021.<\/p>\r\n<p>However, they also noted increased stress, anxiety and uncertainty, as well as heightened personal demands, as top barriers\u2014all signs of the pandemic\u2019s effects on consumers.<\/p>\r\n<table style=\"border-collapse: collapse;width: 76.4457%;height: 335px\">\r\n<thead>\r\n<tr style=\"height: 63px\">\r\n<td style=\"width: 5.2656%;height: 63px\" colspan=\"3\">\r\n<h5>Top 3 barriers to retaining or acquiring customers during Q1 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">1<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Lack of customer motivation to achieve health and fitness goals<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">46%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">2<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Customers falling back into old routines<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">42%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 224px\">\r\n<td style=\"width: 5.2656%;height: 224px\">3<\/td>\r\n<td style=\"width: 61.401%;height: 224px\">\r\n<p>[TIE]<\/p>\r\n<p>Health, fitness and wellness deprioritized by customers due to increased stress, anxiety and uncertainty<\/p>\r\n<p>+<\/p>\r\n<p>Health, fitness and wellness deprioritized by customers due to increased personal demands<\/p>\r\n<\/td>\r\n<td style=\"width: 9.92004%;height: 224px\">28%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>3. Customer loyalty programs will skyrocket.<\/h4>\r\n<p>Health and wellness marketers see customer loyalty programs as a potential solution to address pandemic-related stressors and personal demands. Forty percent of respondents plan on developing customer loyalty programs in 2021.<\/p>\r\n<p>Much as they already have throughout 2020, industry marketers don\u2019t plan on stopping their innovation and adaptation to drive business. As we saw in our <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">2021 marketing trends report<\/a>, respondents also plan to increase personalization tactics\u201436% are increasing their focus on targeted marketing. Additionally, 30% of industry marketers plan to stay nimble by launching a new product or service to increase customer engagement as the pandemic continues.<\/p>\r\n<table style=\"border-collapse: collapse;width: 79.4076%\">\r\n<thead>\r\n<tr>\r\n<td style=\"width: 6.25293%\" colspan=\"3\">\r\n<h5>Top 3 tactics identified by health and wellness marketers to avoid Q1 dropoff in 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 6.25293%\">1<\/td>\r\n<td style=\"width: 60.4137%\">Develop a loyalty program<\/td>\r\n<td style=\"width: 12.7409%\">40%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">2<\/td>\r\n<td style=\"width: 60.4137%\">Put a greater emphasis on targeted marketing<\/td>\r\n<td style=\"width: 12.7409%\">36%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">3<\/td>\r\n<td style=\"width: 60.4137%\">Launch a new product\/service to increase engagement<\/td>\r\n<td style=\"width: 12.7409%\">30%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>The Outlook for Health and Wellness Marketers<\/h3>\r\n<p>Although we were initially surprised by industry marketers\u2019 commitment to New Year\u2019s resolution messaging, we were also encouraged by respondents' plans for 2021.<\/p>\r\n<p>Even with the reliance on historic resolution messaging, it\u2019s clear industry marketers have an idea of the challenges that lie ahead given their plans for loyalty programs, targeted marketing and new products and services. However, there\u2019s no denying that health and wellness brands will face an uphill climb in connecting with consumers while they continue dealing with the effects of the COVID-19 pandemic.<\/p>\r\n<p>To ensure that respondents\u2019 planned tactics like loyalty programs and targeted marketing are successful, industry marketers should consider how <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a> and <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">zero-party data<\/a> can help.<\/p>\r\n<p>AI can help organizations better understand how customers feel about their brand\u2014in real time and across multiple channels\u2014which can inform smarter strategies that build stronger emotional connections with target audiences. Zero-party data offers brands an effective way to transparently collect data from customers and build a mutual partnership.<\/p>\r\n<p>By offering a personalized experience across all marketing channels, health and wellness brands can reduce New Year\u2019s resolution customer attrition regardless of new challenges presented by the pandemic.<\/p>\r\n<p><em>Want to know how you can do more to personalize your customer engagement strategy in 2021? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Contact Iterable<\/a> to see how we can help.<\/em><\/p>","post_title":"New Year, New Tactics: 2021 Health and Wellness Marketing Trends","post_excerpt":"Iterable surveyed health and wellness marketers across the U.S. and U.K. to understand how they feel about 2021 and learn their plans for the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-health-and-wellness-marketing-trends","to_ping":"","pinged":"","post_modified":"2021-01-12 07:58:16","post_modified_gmt":"2021-01-12 15:58:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11895","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/"},{"ID":11864,"post_author":"70","post_date":"2021-01-11 08:28:17","post_date_gmt":"2021-01-11 16:28:17","post_content":"<p>We're thrilled to announce that\u2014for the second year in a row\u2014Iterable has been recognized by Built In as one of the \"<a href=\"https:\/\/www.builtincolorado.com\/companies\/best-places-to-work-colorado-2021\">Best Places to Work in Colorado<\/a>.\" We\u2019ve also been included in the following subcategories:<\/p>\r\n<ul>\r\n\t<li>Best Midsize Companies to Work For (in both <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-midsize-places-to-work-colorado-2021\">Colorado<\/a> and <a href=\"https:\/\/www.builtinsf.com\/companies\/best-midsize-places-to-work-san_francisco-2021\">San Francisco<\/a>)<\/li>\r\n\t<li>Colorado\u2019s <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-paying-companies-colorado-2021\">Best Paying Companies<\/a><\/li>\r\n<\/ul>\r\n<p>As a featured employer, we\u2019re proud to join the ranks of some of the biggest names in tech, who all work to ensure that people come first!<\/p>\r\n<p>At Iterable, we take great pride in our workplace culture. From <a href=\"http:\/\/iterable.com\/culture\" target=\"_blank\" rel=\"noopener noreferrer\">day one<\/a>, our founders Andrew Boni and Justin Zhu recognized their commitment to build a thriving workplace that aligns with <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 core values<\/a>: Humility, Trust, Growth Mindset, and Balance. These values guide us as we grow and ensure that we are always connected to our people-first formula.<\/p>\r\n<blockquote>\r\n<p><em>\"I'm incredibly proud to see Iterable on BuiltIn's 2021 List of Best Places to Work in Colorado,\" <\/em>said Lynette Busby, Senior Recruiting Operations Manager at Iterable.<em> \"I've had the pleasure of working alongside some of the most genuine, dedicated, and inspiring people I\u2019ve ever met while at Iterable\u2014in the Denver office and beyond! While 2020 was a rollercoaster of a year, our executives' commitment to leading with empathy, community, trust, and positivity has helped our culture remain vibrant. Everyone here wants you to succeed, and this sentiment forms a strong foundation of support that bolsters our resilience during challenging times. While the last year has certainly been difficult, it's Iterable's strong culture that has helped us through.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p><a href=\"http:\/\/BuiltIn.com\">BuiltIn.com\u2019s<\/a> 2021 Best Places to Work List \u201crecognizes top employers across the country, featuring companies who go above and beyond for their people, measuring benefits, support, culture programs, and initiatives.\u201d The list ranks companies algorithmically based on compensation data and employer benefits. Rank is determined by combining a company\u2019s score in each of these categories.<\/p>\r\n<p>Across our different offices around the world, we celebrate our teams\u2019 unique talents, skills and backgrounds.\u00a0 Our employees are the cornerstone of what makes Iterable a great place to work. <br \/>\r\n<br \/>\r\nHere\u2019s what some of our Denver employees had to say when asked about working at Iterable:\u00a0<\/p>\r\n<p><img class=\"alignnone wp-image-11892 \" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-11-at-8.44.42-AM.png\" alt=\"Best places to work quotes - Gina Garenchana\" width=\"686\" height=\"579\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-11871\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.44.07-PM.png\" alt=\"Best Places to Work in Colorado quote - Luis Valdez\" width=\"557\" height=\"540\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-11872 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.50.52-PM.png\" alt=\"Best Places to Work in Colorado quote - Nate Meir\" width=\"624\" height=\"437\" \/><br \/>\r\nIterable now has more than 70 employees based in Denver. We\u2019re <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">currently hiring<\/a> for over a dozen roles in Denver or remotely across various departments, so if you\u2019re looking for your next career opportunity, we\u2019d love to have you on our talented team. Come join us!<\/p>","post_title":"Iterable on 2021 List of Best Places to Work in Colorado","post_excerpt":"We\u2019re honored to rank on Built In\u2019s 2021 list of Best Places to Work in Colorado. Learn what our Denver team loves about working at Iterable\u2014we're hiring!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-best-places-to-work-in-colorado","to_ping":"","pinged":"","post_modified":"2021-01-11 11:54:40","post_modified_gmt":"2021-01-11 19:54:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11864","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-best-places-to-work-in-colorado\/"},{"ID":11857,"post_author":"7","post_date":"2021-01-06 07:44:20","post_date_gmt":"2021-01-06 15:44:20","post_content":"<p>Transactional messages play an important part of email strategy as they provide detailed critical information pertaining to a customer\u2019s transactions or account activity.\u00a0<\/p>\r\n<p>A few examples of transactional messaging can be a receipt for a purchase, resetting an account password, or a status update on an expected delivery.<\/p>\r\n<p>According to our trusted partner, <a href=\"https:\/\/www.mailgun.com\/blog\/email-open-rates-decoded\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pathwire<\/a>, marketing emails have an average of a 20-25% open rate, whereas open rates of transactional messages can be up to 60-65% higher and average around 80-85%.<\/p>\r\n<p>Since these types of messages are expected by recipients and have a higher engagement rate, many marketers often set and forget them. However, if you're not leveraging dynamic content in these emails, you're missing out on an opportunity to drive that engagement even further.<\/p>\r\n<p>These three tips on how to personalize transactional messages with dynamic content will help improve your overall customer experience and build loyalty toward your brand.<\/p>\r\n<h3>3 Tips to Make Your Transactional Messages More Dynamic<\/h3>\r\n<h4>1. Personalize With Transactional Data<\/h4>\r\n<p>This may sound obvious, but utilizing transactional data in your emails is a great way to provide assurance in your communications by hydrating your message with information relevant to the transaction.<\/p>\r\n<p>Creative Market is a marketplace that allows users to purchase fonts, graphics, themes and other design-related materials from independent content creators. In this message below, Creative Market provides relevant information about a recent purchase by dynamically populating content within the message.<\/p>\r\n\r\n[caption id=\"attachment_11859\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/danil-sent-you-a-message\"><img class=\"wp-image-11859 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-1-Creative-Market.png\" alt=\"Creative Market email\" width=\"680\" height=\"615\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>In this example, the user receives a notification that contains a message from the content creator, which includes the user\u2019s first name, the creator\u2019s account name and the message that was sent to the user from the creator.<\/p>\r\n<p><strong>Dynamic Content Tip<\/strong>: Showing a customer's clear billing information and purchase data provides peace of mind that their purchase was processed properly and that their product is on the way! You could even personalize the subject line and preheader text to include information about the purchase (e.g. \"New shoes coming your way, Mikey!) to make your message stand out in their inbox.<\/p>\r\n<h4>2. Cross-Sell and Upsell With Product Recommendations<\/h4>\r\n<p>Recommendations can add value to your transactional messages by providing the customer with personalized suggestions of products or services they may be interested in. This highlights items they have yet to discover and encourages future purchases.<\/p>\r\n<p>In the example below, Skillshare provides a transactional message to its customers when they have enrolled in a class and are ready to start learning. This message also uses their historical data to recommend related classes they may like, saving the customer time and effort in browsing the course catalog themselves.<\/p>\r\n\r\n[caption id=\"attachment_11860\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-class-skillshare\"><img class=\"size-full wp-image-11860\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-2-Skillshare.png\" alt=\"Skillshare product recommendations\" width=\"680\" height=\"1256\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p><strong>Dynamic Content Tip<\/strong>: Iterable\u2019s Catalog allows you to easily store, manage, and generate recommendations based on of a user's profile data, providing deep personalization for your relevant content. To learn more about Catalog, check out <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">this blog post<\/a>.<\/p>\r\n<h4>3. Keep Them Coming Back for More With Coupons<\/h4>\r\n<p>Who doesn\u2019t love a good deal from a brand that you love, right!? A great way to draw your customers to come back again is to include a coupon, discount or other incentive toward their next purchase, directly into your transactional emails.<\/p>\r\n<p>Doing this is a two-for-one where you will be delivering relevant information to a customer\u2019s transaction, while also promoting the customer to start considering a future purchase, whether for themselves or as gifts for their family and friends. Why motivate only one person to buy when you can reach several instead?<\/p>\r\n<p>In the example below, Rover provides a confirmation email about a booking and advertises a $20 discount if the customer refers a friend for their service at the bottom of the message.<\/p>\r\n\r\n[caption id=\"attachment_11861\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/confirm-tychos-booking-with-ana-now\"><img class=\"size-full wp-image-11861\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-3-Rover.png\" alt=\"Rover referral discount\" width=\"680\" height=\"1752\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p><strong>Dynamic Content Tip<\/strong>: Promote specific incentives for customers based on how much they spent on their last purchase. For example, if a customer spends $100 or more, then display a 20% coupon.<\/p>\r\n<p>Iterable allows you to customize your email templates using handlebar logic that references the total amount spent and displays the discount coupon for that spending threshold. More information on how to accomplish this can be found directly in our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Personalizing-Templates-with-Handlebars-#working-with-numbers-longs-and-doubles\" target=\"_blank\" rel=\"noopener noreferrer\">documentation<\/a>.<\/p>\r\n<h3>Transform Your Transactions<\/h3>\r\n<p>Consumers rely on transactional messages because they contain critical content, but since they're already expecting them, why not personalize them to create a more valuable and enjoyable experience?<\/p>\r\n<p>Utilizing content dynamically in your transactional emails can drive engagement, build trust and loyalty, all while strengthening your customer lifecycle and your brand overall.<\/p>\r\n<p>For a deep-dive into all things dynamic content, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">download our latest guide<\/a> in our Personalization Playbook series.<\/p>","post_title":"3 Tips to Make Your Transactional Messages Top-Notch","post_excerpt":"Want to drive engagement and build brand loyalty? Here are three tips on how to personalize transactional messages with dynamic content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-tips-transactional-messages","to_ping":"","pinged":"","post_modified":"2021-02-02 14:09:05","post_modified_gmt":"2021-02-02 22:09:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11857","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-tips-transactional-messages\/"},{"ID":11852,"post_author":"7","post_date":"2021-01-05 08:44:17","post_date_gmt":"2021-01-05 16:44:17","post_content":"<p>So you survived the <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday shopping season<\/a>\u2014congrats! Now that retailers and brands are setting their sights on the new year, marketers everywhere are nailing down their strategies, determining their hiring plans, setting budgets, evaluating new technologies and brainstorming creative campaigns.<\/p>\r\n<p>But after nearly a year into a global pandemic, we wanted to know\u2014what can we really expect to see from marketers in 2021?<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> to find out their plans for 2021 and discovered these top four findings:<\/p>\r\n<ol>\r\n\t<li>Martech stacks will leverage more data and automation for customer acquisition.<\/li>\r\n\t<li>Marketers will go all-in on AI and zero-party data.<\/li>\r\n\t<li>Almost 90% of B2C brands will have an app by the end of 2021.<\/li>\r\n\t<li>COVID-19 concerns aren't going away.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how marketers will evolve the customer experience this year.<\/p>\r\n<p>Check out our infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>Marketers' top business priorities in 2021<\/li>\r\n\t<li>The martech tools on everybody's wish lists<\/li>\r\n\t<li>How marketing budgets have been impacted<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11855\" align=\"alignnone\" width=\"1000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\"><img class=\"wp-image-11855 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\" alt=\"2021 Marketing Trends Infographic\" width=\"1000\" height=\"4000\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>2021 Marketing Trends: The Times Are No Longer Unprecedented<\/h3>\r\n<p>We all got dealt a bad hand in 2020, but as these 2021 marketing trends suggest, this year is already shaping up for the better. Marketers may still be concerned about what's to come, but they are more prepared to tackle it head-on.<\/p>\r\n<p>Want to dive even deeper into these survey results and what they mean for your brand? Join us for our next webinar, \"The 2021 Outlook: 5 Data-Driven Marketing Predictions\" on January 12 at 11:00 a.m. PT. <a href=\"https:\/\/iterable.com\/webinars\/2021-data-driven-marketing-predictions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Register today<\/a>!<\/p>","post_title":"2021 Marketing Trends to Kick Off the New Year [Infographic]","post_excerpt":"Check out our infographic on 2021 marketing trends for key takeaways and statistics that can guide your planning in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-infographic","to_ping":"","pinged":"","post_modified":"2021-01-05 08:44:17","post_modified_gmt":"2021-01-05 16:44:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11852","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/"},{"ID":11809,"post_author":"7","post_date":"2020-12-18 07:21:50","post_date_gmt":"2020-12-18 15:21:50","post_content":"<p>In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!\u00a0<\/p>\r\n<p>Every campaign submitted deserved a shout-out, but these top five were especially awesome. Keep reading to see the winners so you can find your inspiration for the new year!<\/p>\r\n<h3>Drum Roll Please: The Best Marketing Campaigns of 2020<\/h3>\r\n<h4>Best Onboarding: HealthyWage<\/h4>\r\n<p><a href=\"https:\/\/www.healthywage.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">HealthyWage<\/a> uses cash prizes to make fitness more fun and effective by allowing users to make personalized bets to win up to $10,000.<\/p>\r\n<p>According to <a href=\"https:\/\/www.linkedin.com\/in\/corarae\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cora Martin<\/a>, Sr. Marketing Manager at HealthyWage, the first message in this onboarding campaign educates users about the HealthyWage app, with calls to action to a beginner\u2019s guide and the progress tracker. A secondary section encourages members to get social by visiting the blog and joining the brand\u2019s Facebook page.<\/p>\r\n\r\n[caption id=\"attachment_11812\" align=\"alignnone\" width=\"187\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\"><img class=\"wp-image-11812 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\" alt=\"HealthyWage Onboarding Email\" width=\"187\" height=\"941\" \/><\/a> <em>HealthyWage welcomes new users with relevant onboarding information.<\/em>[\/caption]\r\n\r\n<p>We love that content leads the way in this message, providing immediate value to users as they navigate their app experience. The design is clean and simple, and based on user engagement with the various CTAs, HealthyWage can personalize future messages by their specific interests.<\/p>\r\n<h4>Best Confirmation: ConsumerAffairs<\/h4>\r\n<p><a href=\"https:\/\/www.consumeraffairs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsumerAffairs<\/a> offers information for consumers, such as news, ratings and reviews of products, as well as buyers guides and information on specific topics.<\/p>\r\n<p>When a user requests more information on one of the hundreds of different brands represented on the site, ConsumerAffairs sends a confirmation email to inform them of what\u2019s next in the process and showcase similar product categories.<\/p>\r\n\r\n[caption id=\"attachment_11817\" align=\"alignnone\" width=\"354\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\"><img class=\"wp-image-11817 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\" alt=\"ConsumerAffairs Confirmation Email\" width=\"354\" height=\"793\" \/><\/a> <em>ConsumerAffairs achieves up to 40% open rates on this confirmation email.<\/em>[\/caption]\r\n\r\n<p>The company has only been using Iterable for several weeks, but it\u2019s already achieving amazing results. According to <a href=\"https:\/\/www.linkedin.com\/in\/glanzerr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ryan Glanzer<\/a>, Email Marketing Manager at ConsumerAffairs, the team has quickly built out a complex <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, and even as they continue to warm up their IP, they\u2019re <strong>seeing open rates at nearly 40% daily<\/strong> on this brand referral confirmation campaign. Congrats Ryan and team!<\/p>\r\n<h4>Best Promotion: Pressed Juicery<\/h4>\r\n<p><a href=\"https:\/\/pressedjuicery.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pressed Juicery<\/a> has set the standard for cold-pressed juice by providing millions of customers with healthy juice from California\u2019s Central Valley.<\/p>\r\n<p>This promotion was the favorite of <a href=\"https:\/\/www.linkedin.com\/in\/sonam-patel-1565b5112\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sonam Patel<\/a>, West Coast Field Marketing Manager at Pressed Juicery, because it was a special feature of the brand\u2019s wellness shots.<\/p>\r\n\r\n[caption id=\"attachment_11816\" align=\"alignnone\" width=\"175\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\"><img class=\"wp-image-11816 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\" alt=\"Pressed Juicery Promotion\" width=\"175\" height=\"843\" \/><\/a> <em>Pressed Juicery puts wellness shots on display in this promotion.<\/em>[\/caption]\r\n\r\n<p>We love the minimalist S-curve design that puts these products front and center, with subtle details like an ombre color scheme with shots ranging from light to dark. And each shot has a separate \u201cOrder Now\u201d link, allowing for personalization based on the customer\u2019s preferred press.<\/p>\r\n<h4>Best Personalization: The Dyrt<\/h4>\r\n<p>With air travel taking a nosedive this year, it\u2019s no surprise that more folks packed up their RVs and hit the road instead. <a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a>, the leading camping app and community for outdoor enthusiasts, delivered in a big way with personalized campaigns.<\/p>\r\n<p>We just had to feature this weekly digest campaign in our <a href=\"https:\/\/reallygoodemails.com\/school\/welcome-to-rge-school\" target=\"_blank\" rel=\"noopener noreferrer\">RGE School<\/a> session on metadata with Really Good Emails, because of all the highly personalized details in every single section.<\/p>\r\n\r\n[caption id=\"attachment_11815\" align=\"alignnone\" width=\"281\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\"><img class=\"wp-image-11815 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\" alt=\"The Dyrt Personalization\" width=\"281\" height=\"675\" \/><\/a> <em>The Dyrt takes personalization to the max with this metadata-powered message.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s just list off the goodness here, shall we?<\/p>\r\n<ul>\r\n\t<li>Greeting by first name<\/li>\r\n\t<li>Countdown to this month\u2019s contest<\/li>\r\n\t<li>Individual contest names, regions and prize descriptions<\/li>\r\n\t<li>Leaderboard standings and points<\/li>\r\n\t<li>User-specific camper level with stats on reviews, photos, videos, edits and other contributions<\/li>\r\n<\/ul>\r\n<p>With the right technology, this advanced level of individualization becomes easier to accomplish, and <a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt uses the power of Iterable Catalog<\/a> to create personalized messages and recommendations. This campaign may be promoting camping contests, but The Dyrt\u2019s world-class personalization here is the real prize.<\/p>\r\n<h4>Best Overall: Drizly<\/h4>\r\n<p>Okay, technically we\u2019re featuring not one, but TWO, marketing campaigns from Drizly, because much like most of the email marketing community, we could not get enough of their wit and creativity in 2020.<\/p>\r\n<p>According to Kylie McCarthy, former Director of CRM at Drizly and one of Iterable\u2019s <a href=\"https:\/\/iterable.com\/marketing-masters\/kylie-mccarthy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>, the first campaign is one the team launched after they accidentally sent out a \u201cpersonalized\u201d email back in May, without any of the actual personalization\u2014just a whole lot of \u201cLorem Ipsum.\u201d But mistakes happen, and Drizly took the opportunity to show that their brand has a personality and a sense of humor with this apology email.<\/p>\r\n\r\n[caption id=\"attachment_11814\" align=\"alignnone\" width=\"427\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\"><img class=\"wp-image-11814 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly Apology Email\" width=\"427\" height=\"789\" \/><\/a> <em>Drizly wins over subscribers with this \u201coops\u201d email.<\/em>[\/caption]\r\n\r\n<p>From the eye-catching \u201clol, wtf was that\u201d subject line, to blaming the dog, to offering the \u201cLOREMIPSUM\u201d promo code, this is exactly how a brand says sorry right. The response to this apology email was overwhelmingly positive, even creating some social media buzz and resulting in this <a href=\"https:\/\/medium.com\/better-marketing\/how-drizly-turned-an-e-mail-blunder-into-a-brilliant-marketing-campaign-827eac9b82a0\" target=\"_blank\" rel=\"noopener noreferrer\">Medium article by Jon Torrey<\/a>. If you ever experience a marketing blunder, look no further than Drizly as a great example of how to handle it.<\/p>\r\n<p>And in case you thought Drizly was done delighting the email marketing community this year, behold the best CTA we\u2019ve seen in a long time: \u201cWhoop Jared Is.\u201d<\/p>\r\n\r\n[caption id=\"attachment_11818\" align=\"alignnone\" width=\"786\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM.png\"><img class=\"wp-image-11818 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM-e1608304674757.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly &quot;Whoop Jared Is&quot;\" width=\"786\" height=\"707\" \/><\/a> <em>Hats off to you, Jared, and the rest of the Drizly marketing team!<\/em>[\/caption]\r\n\r\n<p>With the subject line, \u201cI\u2019ve been here a year, so here\u2019s $3\u201d this email was impossible to ignore from the get-go and just kept getting better with each word, from the pandemic humor to \u201cThe Notebook\u201d reference. We shared this glorious message with <a href=\"https:\/\/www.facebook.com\/groups\/womenofemail\" target=\"_blank\" rel=\"noopener noreferrer\">Women of Email<\/a>, and it received over 200 likes and comments like, \u201cThis is the best email I\u2019ve ever gotten and I had to show 3-4 people.\u201d<\/p>\r\n<h3>Buh-Bye 2020<\/h3>\r\n<p>Even if you\u2019re just counting down the days for 2020 to end, these marketing campaigns proved that silver linings do exist, and there was still so much to celebrate this year. We\u2019re proud of all the marketers out there who pivoted their strategies, built new things, connected with empathy and made customers laugh along the way.<\/p>\r\n<p>Cheers to you all\u2014we at Iterable want to thank our customers for their support this year and wish everyone happy holidays. We\u2019ll see you in 2021!<\/p>","post_title":"It\u2019s Inspiration Time: The Best Marketing Campaigns of 2020","post_excerpt":"In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"best-marketing-campaigns-of-2020","to_ping":"","pinged":"","post_modified":"2020-12-18 09:33:13","post_modified_gmt":"2020-12-18 17:33:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11809","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/best-marketing-campaigns-of-2020\/"},{"ID":11806,"post_author":"35","post_date":"2020-12-17 11:04:47","post_date_gmt":"2020-12-17 19:04:47","post_content":"<p>Trust is integral to relationships. It\u2019s one of the core needs in <a href=\"https:\/\/www.simplypsychology.org\/maslow.html\" target=\"_blank\" rel=\"noopener noreferrer\">Maslow\u2019s hierarchy of needs<\/a>. It\u2019s so integral, it is often seen as more important to a successful relationship <a href=\"https:\/\/www.bustle.com\/articles\/160467-11-things-that-are-more-important-than-love-in-a-relationship\" target=\"_blank\" rel=\"noopener noreferrer\">than even love<\/a>.\u00a0<\/p>\r\n<p>As the lines between people have blurred thanks to the global connectivity of technology, the prioritization of trust has become a deeply personal endeavor. For consumers and their personal data, trust has arguably become <em>the<\/em> top priority. After all, four out of five consumers say they need to be able to trust a brand to <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-03\/2020%20Edelman%20Trust%20Barometer%20Brands%20and%20the%20Coronavirus.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">do what is right<\/a> in order to buy from them.\u00a0\u00a0<\/p>\r\n<p>Sadly, trust that brands will do right by the consumer\u2014or humanity at large\u2014is at <a href=\"https:\/\/www.uvic.ca\/news\/topics\/2020+gustavson-brand-trust-index+media-release#:~:text=%E2%80%9CWhile%20trust%20in%20key%20institutions,the%20Gustavson%20School%20of%20Business.\" target=\"_blank\" rel=\"noopener noreferrer\">an all time low<\/a>. The precipitous growth in distrust can, in no small part, be attributed to how brands have used data.\u00a0<\/p>\r\n<p><a href=\"https:\/\/cookie-script.com\/all-you-need-to-know-about-third-party-cookies.html#:~:text=Since%20the%20late%201990s%2C%20online,use%20of%20third%2Dparty%20cookies.\" target=\"_blank\" rel=\"noopener noreferrer\">For decades<\/a>, brands have relied on third-party cookies as the quick path to personalization. As a result, so many consumers have deemed this to be invasive that <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&amp;text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">third-party cookies are on their way out<\/a>.\u00a0<\/p>\r\n<p>The announcement has left many brands wondering, \u201cwhere do we go from here?\u201d The answer is simple. You go back to the basics. You focus on trust.\u00a0<\/p>\r\n<h3>Hitting the Reset Button<\/h3>\r\n<p>The changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies. It\u2019s a matter of hitting the reset button briefly, taking stock of where your <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand sentiment<\/a> and trust stands in your customer base, and moving forward.<\/p>\r\n<h4>Navigating a Fluid Path<\/h4>\r\n<p>The increase in global connectivity mentioned above has pushed a double-edged sword onto brands.\u00a0<\/p>\r\n<p>On the one hand, marketers have myriad opportunities, touchpoints and channels to interact with consumers. The customer experience is <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">no longer linear<\/a> and can be personalized at the individual level with relative ease when compared to even just a few years ago.\u00a0<\/p>\r\n<p>On the other hand, however, the floodgates are wide open for breaches in trust and unsatisfying customer experiences.\u00a0<\/p>\r\n<p>Consumers are increasingly knowledgeable. They do <a href=\"https:\/\/transaction.agency\/ecommerce-statistics\/81-of-shoppers-research-their-product-online-before-purchasing\/\" target=\"_blank\" rel=\"noopener noreferrer\">their research<\/a>. They <a href=\"https:\/\/www.invespcro.com\/blog\/the-importance-of-online-customer-reviews-infographic\/\" target=\"_blank\" rel=\"noopener noreferrer\">read reviews<\/a> and explore their options. Even the slightest slip up in the customer experience can be <a href=\"https:\/\/corp.yonyx.com\/customer-support-2\/negative-impact-bad-customer-experience-business\/#:~:text=One%20bad%20customer%20experience%20can,for%20any%20negative%20customer%20experiences.\" target=\"_blank\" rel=\"noopener noreferrer\">costly<\/a> for brands.\u00a0<\/p>\r\n<p>The ideal customer experience bakes trust into every message and interaction. And you foster that trust by combining data with contextualized communications. The first step is identifying which data to use.<\/p>\r\n<h4>Not All Data Is Untrustworthy<\/h4>\r\n<p>When looking at data deemed trustworthy by a customer, brands have to look at the source. And the best source for data that users will trust: users.\u00a0<\/p>\r\n<p>Here\u2019s where first-party and zero-party data come in. You can read here for more about <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">how first- and zero-party data are used<\/a>, but for this discussion, it\u2019s important to focus on trust that comes inherently from using data implicitly (first-party) and explicitly (zero-party) provided by customers.\u00a0<\/p>\r\n<p>Consumers are looking for a customer experience that adheres closely to their values, preferences, likes and dislikes. Let them tell you each of these and more. In allowing your communications with customers to be more of a back-and-forth rather than one-sided, you are allowing customers to drive some of that experience with your brand.<\/p>\r\n<p>They get a say in how their time with you and your products is spent. Few things show mutual trust more than relinquishing power to the other side of the dynamic. Let your customers share their interests and preferences with you. Give them a voice.\u00a0<\/p>\r\n<p>Once you have your first- and zero-party data identified, you have to work insights from this data into the other piece of the trust puzzle: contextualized communications.<\/p>\r\n<h3>We\u2019re in This Together<\/h3>\r\n<p>Empathy is a <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">hot topic<\/a> in 2020. It is rare that an event like the pandemic brings the whole world together in a unified experience. And brands have had to call attention to this global disruption in their marketing campaigns.\u00a0<\/p>\r\n<p>For instance, healthcare workers this year have taken on a monumental task.\u00a0<\/p>\r\n<p>Shoe retailer <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Allbirds<\/a> noticed and created an opportunity for its customers to help out. The company established two channels for donations to occur to give back to the healthcare community in the best way they know: through shoes.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_9212\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9212\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-06-at-2.44.36-PM-1024x857.png\" alt=\"Allbirds COVID Response\" width=\"1024\" height=\"857\" \/> <em>If you need shoes for yourself or not, you have the option to donate a pair.<\/em>[\/caption]\r\n\r\n<p>Addressing context and being empathetic to varying situations that impact buying behavior builds trust that your brand is paying attention. It humanizes the experience to bring that back-and-forth connection between brand and user to the next level.\u00a0<\/p>\r\n<p>You appreciate when friends and family are empathetic; brands, in meeting expectations of a one-on-one experience, must utilize the data at their disposal to get a deeper understanding of how each customer is approaching the purchasing process.\u00a0<\/p>\r\n<p>A fact that is far too often forgotten when brands strategize is that we are all consumers. Marketers, executives, product teams\u2014we all have our own preferences, tastes, wants, needs, likes and dislikes.<\/p>\r\n<p>It\u2019s time the customer experiences reflects what we would enjoy ourselves.\u00a0<\/p>\r\n<p>Humanizing the experience as I lay out above instills a sense of trust in your customer experience strategies. It\u2019s trust that on the other side of that brand message is a person with the customer\u2019s best interest in mind.\u00a0<\/p>\r\n<p>Without this final, human element, the relationship retains a sense of formality, reducing it to a series of transactions rather than lifting it to the heights of where it should be: a long-term, trusted partnership.<\/p>","post_title":"Customers Prioritize Trust. So Should You.","post_excerpt":"The changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customers-prioritize-trust-so-should-you","to_ping":"","pinged":"","post_modified":"2020-12-17 11:04:47","post_modified_gmt":"2020-12-17 19:04:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11806","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/"},{"ID":11783,"post_author":"7","post_date":"2020-12-16 07:32:52","post_date_gmt":"2020-12-16 15:32:52","post_content":"<p><em>Built from email marketing, <a href=\"https:\/\/trendlineinteractive.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a> is an agency and consultancy that inspires meaningful engagement through cross-channel communications.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn why data needs to come before the design of dynamic content.<\/em><\/p>\r\n<p>You've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\"<\/p>\r\n<p>In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.<\/p>\r\n<h3>How Data and Design Work Together<\/h3>\r\n<p>Let's say you've heard a lot about <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">dynamic content<\/a>, and so you go to your email development team and say, \"Can you design me a template for dynamic content now? We can figure out the back end later.\"<\/p>\r\n<p>The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data sources or data files might not be reliable.<\/p>\r\n<p>Email design needs to accommodate \"graceful degradation\"\u2014a design term that means an email is designed for the viewing clients that support its features and has fallbacks built-in so the email can be viewed on older, less capable email clients. <em>(See the end of this post for an example.)<\/em><\/p>\r\n<p>When you let an email design get out ahead of your data, you end up with blank fields (like the dreaded \"Hello {{firstname}}\" failure). If you haven't planned for these incidents, your emails look like disaster zones to your customers, and that can sabotage your campaign success.<\/p>\r\n<h3>What You Need to Move Up to Dynamic Content<\/h3>\r\n<p>Dynamic content is an email component that changes automatically for each subscriber according to the data you have on that subscriber, such as preferences, opens and clicks, purchases, browsing and other behavior.<\/p>\r\n<p>Dynamic content can help you create emails that are as close to one-to-one communications with your subscribers as you can get at scale. They also deliver open and click rates that range from <a href=\"https:\/\/www.martechadvisor.com\/articles\/content-marketing\/what-is-dynamic-content-definition-types-strategy-best-practices-with-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">10% to 15% higher than static emails<\/a> and can even outperform triggered emails, like purchase confirmations or abandoned-cart follow-ups.<\/p>\r\n<p>But dynamic content also requires a healthy amount of subscriber or customer data, which determines which content the recipient will see and what content will display instead when you lack the necessary data.<\/p>\r\n<p>That's why designing for dynamic content requires forethought and strategy, as well as an understanding of how HTML works in email. Your creative team must account for the dynamic modules that will be hidden or replaced with alternate content if the message goes to subscribers without matching data.<\/p>\r\n<p>Verifying your data quality is a key part of the design process. It's as important as choosing images, writing copy or creating a call to action.<\/p>\r\n<p>If you don't first verify which of your data fields are unreliable and which are definitely unusable, you can't design the proper containers or eliminate content fields entirely from the design. Strategizing the user experience is extremely important when you have less control over the final output (that is, the output is not static).<\/p>\r\n<p>Simply put, when you get your data in order first before designing your email, you avoid having to correct errors, such as sending emails with blank or misconfigured fields.<\/p>\r\n<h3>\"Data Before Design\" in Action<\/h3>\r\n<p>This email is a monthly engagement statement that goes out to customers using an online yard management program. The first image shows the original template, which has 15 or more dynamic content modules in the complete form. It's designed to be highly flexible and allows for the stacking of additional content.<\/p>\r\n<p>The second image shows the same email but without the rich array of data fields that make the first image so engaging. Subscribers are less likely to keep this email in their inboxes for future reference and potential purchases.<\/p>\r\n<h4>Image #1: Dynamic email with full comprehensive data<\/h4>\r\n\r\n[caption id=\"attachment_11791\" align=\"alignnone\" width=\"496\"]<img class=\"wp-image-11791 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-1.png\" alt=\"Dynamic email with full comprehensive data\" width=\"496\" height=\"1472\" \/> <em>Source: Trendline Interactive<\/em>[\/caption]\r\n\r\n<p>The following data points are needed to create the full email above (as well as app deep links):<\/p>\r\n<p>Hero module:<\/p>\r\n<ul>\r\n\t<li>Month \/ Season<\/li>\r\n\t<li>Personalized lawn plan name<\/li>\r\n<\/ul>\r\n<p>Product #1 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Product #2 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Precipitation module:<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n\t<li>3 image states were used (not to scale of the amount needed)<\/li>\r\n\t<li>Local data<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Featured tip:\u00a0<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n<\/ul>\r\n<p>Lawn care recommendation:<\/p>\r\n<ul>\r\n\t<li>Lawn name<\/li>\r\n\t<li>Lawn plan<\/li>\r\n\t<li>Product name<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<h4>Image #2: Dynamic email with minimal data<\/h4>\r\n<p>The below image is an excellent example of graceful degradation. It's visually appealing, with no blank fields. But, without the wealth of data available in the first email, it becomes little more than another static email. Only the ZIP-code-based data pulled from customers'\u00a0 program accounts gives subscribers any useful information.<\/p>\r\n\r\n[caption id=\"attachment_11792\" align=\"alignnone\" width=\"448\"]<img class=\"size-full wp-image-11792\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-2.png\" alt=\"Dynamic email with minimal data\" width=\"448\" height=\"872\" \/> <em>Source: Trendline Interactive<\/em>[\/caption]\r\n\r\n<h3>Wrapping Up<\/h3>\r\n<p>Dynamic content helps brands create the kinds of emails that keep customers coming back to engage and buy. It's one of the advancements that keep email relevant and vibrant years after people claimed the channel was dead.<\/p>\r\n<p>But remember, that building an engaging email is much more than just effective subject lines and eye-catching designs, you must get your data house in order so you can deliver highly relevant content.<\/p>\r\n<p>If your data could use some help, <a href=\"https:\/\/trendlineinteractive.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a>\u2019s strategy and design experts can audit your data and put it to work to create emails your customers will love.<\/p>","post_title":"Dynamic Content: \"Data Before Design\" in Action","post_excerpt":"You've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\" Here's why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dynamic-content-data-before-design","to_ping":"","pinged":"","post_modified":"2020-12-16 08:51:44","post_modified_gmt":"2020-12-16 16:51:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11783","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/dynamic-content-data-before-design\/"},{"ID":11789,"post_author":"7","post_date":"2020-12-15 07:25:19","post_date_gmt":"2020-12-15 15:25:19","post_content":"<p>Let\u2019s get it out of the way: 2021 will not have typical marketing trends.\u00a0<\/p>\r\n<p>In previous years we\u2019ve been able to make reasonably accurate predictions based on industry patterns. But in late 2020 those predictions are harder to make: The COVID-19 pandemic has upended nearly all facets of marketing strategy, sending marketers back to the drawing board.\u00a0<\/p>\r\n<p>After the roadblocks presented in 2020, <strong>what do marketers expect in 2021 when nobody knows what to expect?<\/strong><\/p>\r\n<p>To get a better sense of the year to come, Iterable set out to capture what\u2019s on the mind of today\u2019s marketers. We surveyed 500 business-to-consumer (B2C) marketers across the U.S. and U.K. to gauge their plans for 2021 and identify <strong>what really matters to marketers<\/strong>.\u00a0<\/p>\r\n<p>Here\u2019s what we found.<\/p>\r\n<h4>1. Martech stacks will leverage more data and automation for customer acquisition<\/h4>\r\n<p>Marketers\u2019 top three business priorities for 2021 are to increase new customer acquisition (65%), improve data management (44%) and optimize marketing automation workflows (41%).\u00a0<\/p>\r\n<p>These priorities align with the top three technologies respondents plan to add to their martech stacks next year as well: Marketing automation platforms, data warehouse\/customer data platforms, and data analytics platforms.\u00a0<\/p>\r\n<p>The alignment of business priorities and martech stacks shows that marketing teams are trying to streamline customer engagement through better use of data. We expect this initiative to stick throughout 2021 and beyond. If leveraged properly, marketers only stand to benefit from reaching customers more efficiently through automation and tailoring messages to unique customer data insights.\u00a0<\/p>\r\n<h4>2. Marketers will go all-in on AI and zero-party data<\/h4>\r\n<p>The vast majority of marketers (83%) said they\u2019re likely to include artificial intelligence (AI) as part of their 2021 marketing strategy. And 84% are currently developing or planning to develop AI capabilities in-house. 78% of marketers also plan to use zero-party data\u2014data given explicitly to a brand by customers\u2014to better personalize messaging experiences in 2021. The focus on these technologies indicates that brands are doing everything possible to earn precious market share through personalization as consumers continue <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">to spend less<\/a> during the pandemic.<\/p>\r\n<p>Marketers can leverage AI to better measure customer sentiment and curate more meaningful customer brand experiences. For example, most marketers currently use queries of never-ending customer signal sources or sift through billions of rows of engagement data to build a personalized brand experience. With <a href=\"https:\/\/www.prweb.com\/releases\/iterable_launches_ai_powered_brand_affinity_to_transform_customer_engagement_into_meaningful_experiences\/prweb17604006.htm\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a>, marketers can automatically calculate and classify customer sentiment to deliver effective messaging at scale.\u00a0\u00a0\u00a0<\/p>\r\n<p>While it\u2019s clear why brands want to invest in AI technology, marketers should consider the cost factors of developing AI capabilities in-house. Given the <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/technology\/ai-talent-challenges-shortage.html\" target=\"_blank\" rel=\"noopener noreferrer\">high shortage<\/a> of AI talent, hiring an in-house expert comes at a steep price. Furthermore, tasking an in-house expert to build a custom AI solution can be a <a href=\"https:\/\/medium.com\/source-institute\/what-does-ai-actually-cost-af6a3e5a1795\" target=\"_blank\" rel=\"noopener noreferrer\">significant financial burden<\/a>. For a more cost-effective and viable way to use AI, marketers are likely better off leveraging existing AI martech technology.\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<p>Zero-party data is also ready for a big jump in utilization as brands identify new customer data sources to leverage in place of third-party cookies, which Google plans to eliminate by 2022. And even though consumers consider data privacy to be important, they still <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">expect an individualized experience<\/a> from brands.<\/p>\r\n<p>Marketers can navigate this challenge with zero-party data by collecting data from consumers transparently and directly. Additionally, zero-party data gives marketers a <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">chance<\/a> to welcome consumers into a conversation with their brand as well as give them a share of voice and sense of partnership.\u00a0<\/p>\r\n<h4>3. Almost 90% of B2C brands will have an app by the end of 2021<\/h4>\r\n<p>More than 60% of marketers we surveyed said their company has a mobile app and nearly 28% plan to build one in 2021. Only 11% of companies without an app don\u2019t plan on building one next year.\u00a0<\/p>\r\n<p>Additionally, we found that marketers plan to increase their use of in-app channels (+7%), web push notifications (+5%) and mobile push notifications (+3%) from 2020 into 2021. This shift could be a result of the <a href=\"https:\/\/www.marketingcharts.com\/digital\/mobile-phone-114746\" target=\"_blank\" rel=\"noopener noreferrer\">significant boost in mobile usage<\/a> from consumers during the pandemic.<\/p>\r\n<p>The emphasis on in-app and push notifications further solidifies marketers\u2019 plans for AI and zero-party data in 2021, two components that lend themselves well to mobile consumer engagement. AI helps marketers better identify opportunities for customized push notifications and zero-party data can be acquired more easily through in-app offerings.\u00a0<\/p>\r\n<p>With marketers heavily investing in zero-party data and elevating in-app as a marketing channel, 2021 will solidify brand apps as a marketing standard as companies aim to create an ultra-personalized customer experience with more nuanced customer data.<\/p>\r\n<h4>4. COVID-19 concerns aren\u2019t going away<\/h4>\r\n<p>Nearly one-third (29%) of marketers said \u201cthe growing demand for convenience and safety\u201d is their primary business concern for 2021.<\/p>\r\n<h5>Top 3 business concerns for 2021 according to marketers<\/h5>\r\n<table style=\"border-collapse: collapse;width: 100%\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 91.5855%\">1. The growing demand for convenience and safety<\/td>\r\n<td style=\"width: 8.41448%\">29%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%\">2. Brand empathy perception (i.e., how much my company is perceived to care by its customers)<\/td>\r\n<td style=\"width: 8.41448%\">15%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%\">3. The disruption of loyalty (i.e., losing customers' loyalty)<\/td>\r\n<td style=\"width: 8.41448%\">14%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>The second and third biggest concerns for 2021\u2014brand empathy perception by customers and the disruption of customer loyalty\u2014are also related to the pandemic. This heightened concern indicates that customer preferences around COVID-19 aren\u2019t going away from marketers\u2019 plans anytime soon.<\/p>\r\n<p>Given that many consumers have been advised to stay home during the pandemic, the fact that 60% of 2020 marketing budgets increased or stayed the same suggests a greater reliance from brands on martech solutions to spur creative customer offerings.<\/p>\r\n<p>Marketers, in turn, had to innovate their customer experience to meet this stay-at-home need. As a result, many marketing teams likely shifted to martech solutions to better reach customers at home and provide safe, convenient offerings like curbside pickup, delivery and in-home entertainment.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<h3>What Does This All Mean for Marketers?<\/h3>\r\n<p>2020 propelled marketers to take back ownership of the customer experience and push the boundaries of their digital capabilities.\u00a0<\/p>\r\n<p>Evolving tech like zero-party data and AI can improve customer apps with a more personalized experience. And with customer acquisition top of mind for 2021, it\u2019s imperative that marketers set themselves apart from competitors with increased personalization as consumers limit spending amid the pandemic.\u00a0<\/p>\r\n<p>If you\u2019re looking to build a more personalized customer engagement strategy driven by automation and data, reach out to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo<\/a> of Iterable\u2019s cross-channel marketing platform.\u00a0<\/p>","post_title":"2021 Marketing Trends: Dissecting the Unexpected\u00a0","post_excerpt":"Iterable surveyed 500 B2C marketers across the U.S. and U.K. to gauge their 2021 marketing plans and identify what really matters to them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-dissecting-unexpected","to_ping":"","pinged":"","post_modified":"2020-12-15 07:25:19","post_modified_gmt":"2020-12-15 15:25:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11789","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/"},{"ID":11680,"post_author":"7","post_date":"2020-12-10 08:09:04","post_date_gmt":"2020-12-10 16:09:04","post_content":"<p>Marketers have been trying to understand and cater to people\u2019s feelings for decades. Just turn on the TV during any holiday or big event, like the Super Bowl, and there are hundreds of stories being told that will cater to a feeling.<\/p>\r\n<p>But in all reality, as a marketer, it\u2019s really difficult to understand how someone feels about your brand and then actually use that in campaigns.<\/p>\r\n<p>And even if you know today, tomorrow it may change. It\u2019s an evolving relationship that hopefully grows and deepens, but it isn\u2019t totally linear.<\/p>\r\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=XpaOjMXyJGk\" target=\"_blank\" rel=\"noopener noreferrer\">Dove ran a video story in 2013<\/a> where a former FBI-trained sketch artist was brought in to draw two pictures of people. First, a picture based on how they describe themselves and second based on how another person in the program described them. There were some staggering differences, and more importantly, some big smiles and feelings of joy that swept over the individuals (and me) as I watched the video.<\/p>\r\n<p>It\u2019s just an example of how stories, and marketing, can make us feel specific emotions towards a brand. These feelings can directly impact our purchasing decisions, and as marketers, we need to understand this behavior and appeal to how consumers feel.<\/p>\r\n<h3>How Feeling Impacts Consumer Behavior in Marketing<\/h3>\r\n<p>What\u2019s the last emotion you felt right before reading this? According to Rober Plutchik, emotions exist on a spectrum, and this spectrum ranges from love and joy, to fear and boredom. As you go through your day-to-day, it\u2019s likely you feel a range of these emotions based on what\u2019s happening at work or at home.<\/p>\r\n<p>And your audience feels the same way. In fact, the way your brand creates and communicates content can directly impact these feelings.<\/p>\r\n<p>According to <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener noreferrer\">Psychology Today<\/a>, consumer behavior plays an influential role in purchasing decisions, including:<\/p>\r\n<ul>\r\n\t<li>Functional magnetic resonance imaging (fMRI) shows that when evaluating brands, consumers primarily use emotions (experiences), rather than information (brand attributes, features).<\/li>\r\n\t<li>Studies show that positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments, which are based on a brand\u2019s attributes.<\/li>\r\n<\/ul>\r\n<p>Even just a quick search for any terms that tie together feelings and marketing results in an overwhelming amount of resources.\u00a0<\/p>\r\n<h3>Gauging Your Relationship with Your Audience<\/h3>\r\n<p>So why is it still so hard for marketers to understand how consumers feel about a brand?<\/p>\r\n<p>Let\u2019s be real\u2014because feelings change, and they change often. But beyond just that, if you want to understand how people feel about your brand, then it seems like a massive undertaking.<\/p>\r\n<p>First, it means gathering all of your cross-channel engagement data. Generally, you\u2019ll want data over a time period of six months or longer to avoid any seasonal impact, but this means information on email, mobile messaging, and more.<\/p>\r\n<p>Once you have this data, across all your different channels you want to measure, then you need to normalize it and ensure all these data points tie to specific individuals.\u00a0<\/p>\r\n<p>At this point, you may want your data science team to help gauge how engaged individuals are based on the data you collected.<\/p>\r\n<p>But here\u2019s another challenge\u2014from marketers I\u2019ve spoken with that have built manual programs like this\u2014this data just gives them a snapshot of feelings about the brand. Unless it\u2019s an ongoing program or analysis, it\u2019s insightful to your business, but not practical to actually use in a marketing campaign because what someone felt a day ago, or longer, may not be the case anymore. Even just beyond what they felt, actually operationalizing it into a campaign is a whole other arduous undertaking.\u00a0<\/p>\r\n<p>But now, there\u2019s an easier way.<\/p>\r\n<h3>Understand and Easily Reach Your Audience With Brand Affinity<\/h3>\r\n<p>Understanding how customers feel about your brand, in real time and across channels, can inform smarter strategies and help build an emotional connection with your audience. That\u2019s why <a href=\"https:\/\/www.prweb.com\/releases\/iterable_launches_ai_powered_brand_affinity_to_transform_customer_engagement_into_meaningful_experiences\/prweb17604006.htm\" target=\"_blank\" rel=\"noopener noreferrer\">we\u2019re excited to announce<\/a> Brand Affinity\u2122, an intelligent personalization solution powered by Iterable AI.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/R48cyBxz5gY[\/embed]<\/p>\r\n<p>Using Brand Affinity, marketers gain a unique advantage by being able to intelligently translate customer engagement across channels into deeper, more meaningful connections with their customers\u2014transforming the way you market and connect with your customers in a more authentic manner.\u00a0<\/p>\r\n<p>Marketers are now empowered to tune into their customers' feelings and harness the versatility of Brand Affinity across the Iterable platform to personalize the customer experience at every stage of the customer lifecycle.<\/p>\r\n<p>From discovering the perfect audience in segmentation, to tailoring customer journeys in Workflow Studio, to enriching the user experience with templates through dynamic content, brands can leverage Brand Affinity\u2014at a click of a button\u2014to match their customers with personalized experiences for each individual based on their affinity.<\/p>\r\n<p>And best of all, Brand Affinity\u2019s scores are calculated and updated on an ongoing basis, so there\u2019s no need to manually pull data or get your data science team to evaluate all your engagement. It\u2019s all available within Iterable\u2014without any of the headache\u2014giving you real-time insights to better understand and contextualize content and messaging to your audience over time.<\/p>\r\n<p>Ready to start building campaigns based on how your audience feels? Iterable customers can now utilize Brand Affinity wherever contact properties are available.<\/p>\r\n<p>If you would like to learn more about Brand Affinity or any of our Iterable AI solutions, please contact your Customer Success Manager or visit <a href=\"https:\/\/www.iterable.com\/ai\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/ai<\/a> for more information.<\/p>","post_title":"Brand Affinity: Bring the Power of Sentiment to Your Campaigns","post_excerpt":"Using Brand Affinity, an intelligent personalization solution powered by Iterable AI, marketers can build deeper connections based on customer sentiment.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-brand-affinity","to_ping":"","pinged":"","post_modified":"2020-12-10 10:23:10","post_modified_gmt":"2020-12-10 18:23:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11680","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/"},{"ID":11684,"post_author":"35","post_date":"2020-12-09 07:16:20","post_date_gmt":"2020-12-09 15:16:20","post_content":"<p>Remember the last time you received a promotional email that started with your first name? Did the inclusion of your first name\u00a0<em>really<\/em> affect your experience that much?<\/p>\r\n<p>\"{{first name}}, check out these products you've never previously shown interest in!\" Despite the address, this type of personalization doesn't build a longer-term relationship with users if you're not also providing relevant information to them.<\/p>\r\n<p>This is where dynamic content comes in to take you from personalization to individualization. Today's consumers are looking for an experience that shows marketers are paying attention to them. They want brands to use <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">data in a way that creates a memorable experience<\/a>.<\/p>\r\n<p>Without dynamic content, an inherent formality between the brand-customer relationship remains.<\/p>\r\n<h3>Charting the Path to Personalization<\/h3>\r\n<p>We did it, folks. We've officially reached the final pillar in our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core 4 pillars of personalization<\/a>.<\/p>\r\n<ol>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Segmentation<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lifecycle Mapping<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Building<\/a><\/li>\r\n\t<li><strong>Dynamic Content<\/strong><\/li>\r\n<\/ol>\r\n<p>After perusing all three playbooks linked in the list above, check out our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> to test your own personalization preparedness!<\/p>\r\n<p>But for now, let's take a quick look at what's in store for the last chapter of our series.<\/p>\r\n<h3>Introducing Our Dynamic Content Personalization Playbook<\/h3>\r\n<p>In our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a>, we walk you through the types of data needed to take your messaging from personalization to individualization. From there, we take you through a few tools that help turn your data into an optimal customer experience.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> here! Or if you're not convinced yet, here's a glimpse inside.<\/p>\r\n<h4>The Four Types of Data You Need to Create Dynamic Content<\/h4>\r\n<p>Let\u2019s talk about the four types of data you need to create dynamic content in your messaging:<\/p>\r\n<ol>\r\n\t<li>User attributes<\/li>\r\n\t<li>Event data<\/li>\r\n\t<li>External data<\/li>\r\n\t<li>Metadata<\/li>\r\n<\/ol>\r\n<p>We\u2019ll go through each type individually, with examples to illustrate.\u00a0<\/p>\r\n<h5>1. User Attributes<\/h5>\r\n<p>User attributes are the demographic and personal information you have on each and every one of your customers. Think of information like their first and last name, birthday, email address, and the date they subscribed to your list.\u00a0<\/p>\r\n<p>Typically, user attributes are submitted through a <a href=\"https:\/\/explore.reallygoodemails.com\/7-really-good-unsubscribe-pages-preference-centers-dbf7e838aea5\" target=\"_blank\" rel=\"noopener noreferrer\">Manage Subscriptions or User Preferences<\/a> page, like the one clothing retailer Mashburn uses below.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11686\" align=\"alignnone\" width=\"632\"]<img class=\"wp-image-11686 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/mashburn.png\" alt=\"Mashburn User Attributes\" width=\"632\" height=\"961\" \/> <em>Clothing retailer Mashburn asks customers whether they want to receive emails about their men\u2019s line, women\u2019s line, or both.<\/em>[\/caption]\r\n\r\n<p>Let us be clear: Brands need user attributes to do the bare minimum of personalization. However, relying exclusively on this date type has limits on how tailored your messaging can get, because it\u2019s the customer\u2019s responsibility to supply you with their information.<\/p>\r\n<p>You know that idiom of \u201cactions speaking louder than words?\u201d That\u2019s when personalization gets a little more interesting, with our next data type.<\/p>\r\n<p><strong>\u00a0<em>This is just a sneak peek of what's in the full playbook. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download it now<\/a> to see the other three types of data you need to create dynamic content.<\/em><\/strong><\/p>\r\n<h3>The Individualized Experience With Dynamic Content<\/h3>\r\n<p>Consumer expectations <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">have changed<\/a>. Base-level personalization just doesn't cut it anymore when looking to build a better customer experience. You need dynamic content to stay relevant and individualize the experience for each customer. The first step in making dynamic content possible is identifying, collecting, and managing the key data and tools available.<\/p>\r\n<p>In this short video, Iterable solutions consultant Nick Allen takes the principles of dynamic content and individualization and demonstrates how to execute them in Iterable. Using two hypothetical brands as examples, Nick shows how their experiences can be improved by properly utilizing different data types.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/_Gjfi1Toq4E[\/embed]<\/p>\r\n<p>As you can see, dynamic content makes a personal connection possible. It allows you as the marketer to move into a new level of personalization that fosters a deeper relationship with the user.<\/p>\r\n<p>With dynamic content driving messaging, you are opening the door for the customer's behavior to lead their journey rather than trying to fit each customer into a predetermined path. It's the type of fluid, dynamic relationship consumers desire.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the playbook<\/a> to see how dynamic content can help you connect with customers at the individual level.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"The Must-Have Data and Tools You Need for Dynamic Content","post_excerpt":"In our Personalization Playbook on Dynamic Content, you'll learn the types of data needed to take your messaging from personalization to individualization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"must-have-data-tools-dynamic-content","to_ping":"","pinged":"","post_modified":"2020-12-09 07:16:20","post_modified_gmt":"2020-12-09 15:16:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11684","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/must-have-data-tools-dynamic-content\/"},{"ID":11661,"post_author":"7","post_date":"2020-12-08 08:18:23","post_date_gmt":"2020-12-08 16:18:23","post_content":"<p>Voice technology is taking the world by storm, with no signs of slowing down. <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">Smart speaker adoption is faster than any other consumer technology<\/a>, and smart speaker use is <a href=\"https:\/\/quoracreative.com\/article\/voice-search-statistics-trends\" target=\"_blank\" rel=\"noopener noreferrer\">projected to rise to 55% by 2022<\/a>.\u00a0<\/p>\r\n<p>The rising trend in smart speaker use provides a window of opportunity for companies to establish a brand presence and amplify cross-channel marketing efforts. And <a href=\"https:\/\/www.linkedin.com\/in\/davidagaffney\/\" target=\"_blank\" rel=\"noopener noreferrer\">Davida Gaffney<\/a>, an Email\/Web Developer at <a href=\"https:\/\/iterable.com\/activate\/_schedule\/hey-alexa-how-do-i-integrate-voice-in-my-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">StorageMart<\/a>, knows this from firsthand experience.\u00a0<\/p>\r\n<p>During our inaugural virtual <a href=\"https:\/\/iterable.com\/activate\/recordings\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activate Live conference<\/a>, she discussed three ways you can integrate voice into your cross-channel messages and gain a competitive edge.\u00a0<\/p>\r\n<p>Don\u2019t worry\u2014you don\u2019t need coding skills for this because building a brand presence is easier and more accessible than you think.<\/p>\r\n<p>Curious to know how you can leverage voice in your cross-channel marketing? Then keep reading!\u00a0<\/p>\r\n<h3>About StorageMart<\/h3>\r\n<p>Headquartered in Columbia, Missouri, StorageMart is the largest privately-held, self-storage company in the world, offering convenient storage solutions throughout the U.S., Canada, and the U.K.\u00a0<\/p>\r\n<p>Davida, who supports a modest in-house marketing department, encounters challenges that accompany smaller teams. But trying new things (and bringing innovative solutions to the forefront) isn't one of them.\u00a0<\/p>\r\n<p>In this case, Davida's passion for innovative marketing solutions inspired her to create the company's first voice application and use it to provide basic information, generate leads, and create a better customer experience.\u00a0<\/p>\r\n<p>We'll later discuss the steps Davida took to build StorageMart's first voice application. But first, let's talk about the difference between voice applications and voice assistants and the benefits of leveraging voice technology.\u00a0<\/p>\r\n<h3>Why Use Voice Technology?<\/h3>\r\n<h4>Voice applications vs. voice assistants<\/h4>\r\n<p>People often use the terms \"voice applications\" and \"voice assistants\" interchangeably. However, it\u2019s important to distinguish between the two, so you can better understand what each entails.\u00a0<\/p>\r\n<p>Voice applications are speech-based interactions and capabilities set forth by the brand. As the name suggests, they rely on voice-based inquiries to process information and provide the right answers. Like mobile apps, you can enable or disable them on the device.\u00a0<\/p>\r\n<p>Currently, there are three major platforms for which to develop consumer-facing voice applications: Amazon, Google and Samsung. While the fundamentals of voice design remain the same across these platforms, each has its own way of naming and building its application. (Note that Apple doesn\u2019t support third-party voice development capabilities at present.)<\/p>\r\n<p>On the other hand, voice assistants are a type of voice application used through a voice user interface (VUI). They\u2019re the conduit for conveying information and executing commands. Unlike voice applications, voice assistants have unique personalities and characteristics that drive the overall voice experience for consumers across devices.<\/p>\r\n<table style=\"border-collapse: collapse;width: 100%;height: 72px\">\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Platform<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Amazon<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google<\/td>\r\n<td style=\"width: 25%;height: 24px\">Samsung<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Voice Application<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Skills<\/td>\r\n<td style=\"width: 25%;height: 24px\">Actions<\/td>\r\n<td style=\"width: 25%;height: 24px\">Capsules<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Voice Assistant<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Alexa<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google Assistant<\/td>\r\n<td style=\"width: 25%;height: 24px\">Bixby<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>Now that you know the difference between the two, let\u2019s move onto why you should take advantage of voice technology.\u00a0<\/p>\r\n<h3>Three Main Benefits of Voice Technology<\/h3>\r\n<h4>Benefit 1: Adoption\u00a0<\/h4>\r\n<p>We mentioned earlier that smart speaker adoption is faster than any other consumer device, including the radio, TV, computer, and smartphone. It took approximately five years for smart speakers to reach 50% adoption rate, whereas it took an average of roughly 13 years for the other devices to arrive at the same rate.<\/p>\r\n<p>Given this, it would behoove brands to capitalize on voice to achieve their marketing goals.<\/p>\r\n\r\n[caption id=\"attachment_11676\" align=\"alignnone\" width=\"926\"]<a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\"><img class=\"wp-image-11676 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-1.png\" alt=\"Graph: Adoption of Consumer Technology Penetration\" width=\"926\" height=\"572\" \/><\/a> <em>Source: <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. Census Bureau World Bank<\/a><\/em>[\/caption]\r\n\r\n<h4>Benefit 2: Authority<\/h4>\r\n<p>With voice, you have the chance to build your brand authority and make your brand the go-to data source for answers. For example, Alexa searches Skills before searching the web. Should your brand decide to go with Skills, you can create a robust knowledge base from which your users can access with a simple voice command.<\/p>\r\n\r\n[caption id=\"attachment_11679\" align=\"alignnone\" width=\"500\"]<img class=\"wp-image-11679 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-2.png\" alt=\"Image of Amazon Alexa\" width=\"500\" height=\"334\" \/> <em>Alexa (or any other voice assistant) can catapult your brand authority.<\/em>[\/caption]\r\n\r\n<h4>Benefit 3: Customer Experience<\/h4>\r\n<p>Using voice provides an immersive experience for your customers since it\u2019s fully integrated into their homes, cars, and lives. Whether they\u2019re working in the home office or watching TV in the living room, they can engage with your brand more conveniently and with less friction.<\/p>\r\n<p>What\u2019s more, voice technology lets you discover potential use cases and use them to address your customers\u2019 concerns in the future.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11678\" align=\"alignnone\" width=\"592\"]<a href=\"https:\/\/voicebot.ai\/\"><img class=\"wp-image-11678 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-3.png\" alt=\"Graph: Where Consumers Have Smart Speakers in 2020\" width=\"592\" height=\"718\" \/><\/a> <em>Source: <a href=\"https:\/\/voicebot.ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voicebot.ai<\/a><\/em>[\/caption]\r\n\r\n<p>Now that you know why you should use voice technology, let\u2019s talk about what tool you can use to build your first voice application.\u00a0<\/p>\r\n<h3>Tools to Use\u00a0<\/h3>\r\n<p>A good starting point is <a href=\"https:\/\/www.voiceflow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voiceflow<\/a>, a drag-and-drop tool that lets you build cross-channel communication workflows for Amazon Alexa and Google Assistant. Here\u2019s a list of some of its perks, according to Davida:<\/p>\r\n<ul>\r\n\t<li>It has great usability with pre-built integrations and custom coding functionalities.<\/li>\r\n\t<li>There\u2019s an active user community for hands-on support.<\/li>\r\n\t<li>There\u2019s solid documentation for you to reference at any time.<\/li>\r\n\t<li>There are lots of templates to choose from.<\/li>\r\n\t<li>It\u2019s free!<\/li>\r\n<\/ul>\r\n<p>Once you create the workflow, you can use it to <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480165-Creating-Triggered-Campaigns-\" target=\"_blank\" rel=\"noopener noreferrer\">trigger a custom event<\/a> on an Iterable campaign, ensuring a seamless experience for your customers.\u00a0<\/p>\r\n<p><strong>Pro tip<\/strong>: If you\u2019re using Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, your catalog (say, of store locations) can easily be referenced when interacting with a voice application, providing information to customers about your products or services (such as store hours, contact information, amenities and more).<\/p>\r\n<p>With this in mind, here are three easy ways you can incorporate voice to strengthen your cross-channel messages.\u00a0<\/p>\r\n<h3>3 Steps to Building Your Voice Application\u00a0<\/h3>\r\n<p>With Davida\u2019s experiment with Alexa, she applied the following steps to build StorageMart\u2019s first voice application, and you can too if you heed her advice.\u00a0<\/p>\r\n<h4>Step 1: Inform\u00a0<\/h4>\r\n<p>Your goal here is to establish a brand presence and put some basic brand information on the voice channel. For instance, Davida provided answers to these three questions:\u00a0<\/p>\r\n<ul>\r\n\t<li>Can I live in a storage unit?<\/li>\r\n\t<li>What sets StorageMart apart from the competition?<\/li>\r\n\t<li>Can I book short-term storage?<\/li>\r\n<\/ul>\r\n<p>Your company\u2019s FAQ is a good entry point since the information you need is readily available.\u00a0<\/p>\r\n<h4>Step 2: Extend<\/h4>\r\n<p>Enrich your customers\u2019 experience by expanding on existing content, adding new information, and building out views and channels. Figure out which additional resources you can access to deliver more relevant, value-driven content.<\/p>\r\n<p>Regardless of what you choose, be sure to make the responses sound more natural and conversational.\u00a0<\/p>\r\n<h4>Step 3: Transact<\/h4>\r\n<p>Your ultimate goal is to achieve conversions and ROIs with relevant CTAs, and connecting the voice experience to backend databases can help you get there. For example, Davida built her Alexa Skills to collect customer information for a phone call follow-up if the customer didn\u2019t find answers from the FAQ, which allowed her to generate leads.\u00a0<\/p>\r\n<p>It is also at this step where collaboration with your technical teams plays a major role. Davida partnered with <a href=\"https:\/\/www.linkedin.com\/in\/shawn-twenter-465b0b6a\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shawn Twenter<\/a>, IT Manager at StorageMart, to build and troubleshoot these voice technologies, as well as attend voice-related conferences and hackathons to develop their skills. Forging a partnership like theirs can bring immense value to your cross-channel marketing program and ultimately drive its success.<\/p>\r\n<p>So far, we talked about the difference between voice applications and voice assistants. We also discussed the \u2018what,\u2019 the \u2018why,\u2019 and the \u2018how\u2019 of voice applications.\u00a0<\/p>\r\n<p>Next: we\u2019ll talk about the pros and cons of voice technology and provide an example of how you can combine the power of voice with your cross-channel marketing.\u00a0<\/p>\r\n<h3>Cross-Channel Opportunity<\/h3>\r\n<p>Based on the examples we shared earlier, you\u2019ve probably gleaned that voice gives you the flexibility to go hands and sight-free and intuitively engage in a 1:1 conversation, thanks to its natural and low learning curve.\u00a0<\/p>\r\n<p>However, like many technological innovations, voice applications aren\u2019t perfect. The sensitive nature of this channel renders it unconducive to public use or during quiet time, whereas other channels allow users to engage with their device more covertly. Also, using voice isn\u2019t the best way to retain reference information for future use.\u00a0<\/p>\r\n<p>Another drawback is that voice applications are user-dependent, so if people don\u2019t engage with them frequently enough or don\u2019t know how to derive value from them, then all that work will be for naught.\u00a0<\/p>\r\n<p>The good news?\u00a0<\/p>\r\n<p>You can incite action (and fulfill your marketing goals) by finding the appropriate channel for each task. For illustration, check out this cross-channel workflow from StorageMart below.<\/p>\r\n\r\n[caption id=\"attachment_11677\" align=\"alignnone\" width=\"940\"]<img class=\"size-full wp-image-11677\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-4.png\" alt=\"StorageMart cross-channel use case with voice technology\" width=\"940\" height=\"162\" \/> <em>In this use case, StorageMart customers can give simple voice commands to pay their bills.<\/em>[\/caption]\r\n\r\n<p>Of course, there are multiple ways to incorporate voice, but the key is to understand how the voice channel fits into your overall campaign and make the experience as seamless as possible.\u00a0<\/p>\r\n<p>Need more ideas? Brainstorm with your team and come up with a few workflows based on some of your goals.\u00a0<\/p>\r\n<h3>Be Seen and Heard With Voice Technology<\/h3>\r\n<p>Voice technology is a force to be reckoned with. What was once considered a \u2018nice-to-have\u2019 is quickly becoming a \u2018must-have,\u2019 and when used correctly, it can help your brand stand out in the crowd.\u00a0<\/p>\r\n<p>While you don\u2019t need technical prowess to jumpstart your voice journey, a friendly chat with one of our Iterable team members might be what you need to pave a pathway for success.\u00a0<\/p>\r\n<p>Go ahead. <a href=\"https:\/\/iterable.com\/form\/demo\/cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo today<\/a>!<\/p>","post_title":"How to Integrate Voice Into Your Cross-Channel Marketing","post_excerpt":"At Activate Live, Davida Gaffney, Email\/Web Developer at StorageMart, discussed how to easily integrate voice technology into your cross-channel messages.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"integrate-voice-technology-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2020-12-12 16:19:07","post_modified_gmt":"2020-12-13 00:19:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11661","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/integrate-voice-technology-cross-channel-marketing\/"},{"ID":11660,"post_author":"71","post_date":"2020-12-07 13:53:44","post_date_gmt":"2020-12-07 21:53:44","post_content":"<p>Every growth marketer knows that personalization is the secret sauce to getting more clicks, conversions and revenue. And yet, personalizing a message to every individual user in your database is more complicated than it should be, depending on the technology you\u2019re using.<\/p>\r\n<p>In this whitepaper, we discuss the discuss all things dynamic content, from strategy and marketing maturity, to the data and tools you need to level up your cross-channel campaigns.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The difference between personalization and individualization<\/li>\r\n\t<li>The four types of data you need to create dynamic content<\/li>\r\n\t<li>Three must-have tools for building an advanced personalization technology stack<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Dynamic Content","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-dynamic-content","to_ping":"","pinged":"","post_modified":"2020-12-08 15:46:19","post_modified_gmt":"2020-12-08 23:46:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11660","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/"},{"ID":11644,"post_author":"35","post_date":"2020-12-07 09:14:10","post_date_gmt":"2020-12-07 17:14:10","post_content":"<p>The last few years have imposed a lot of heavy acronyms imposed upon marketers. <a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\">GDPR<\/a>, <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener noreferrer\">CCPA<\/a>, and <a href=\"https:\/\/www.adjust.com\/glossary\/idfa\/\" target=\"_blank\" rel=\"noopener noreferrer\">IDFA<\/a> to name a few. All three of these drive consumer privacy and data protection regulation as consumer awareness and concerns mount.\u00a0\u00a0<\/p>\r\n<p>With Google announcing a <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&amp;text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">cookieless future<\/a> adding further complications to the mix, marketers will have to lessen their reliance on third-party data and increase their collection and activation of first-party (data given implicitly by customers) and zero-party data (data given explicitly by customers).<\/p>\r\n<p>Understandably, this puts added pressure on marketers working under limited time, resources and budget.\u00a0<\/p>\r\n<p>But this, arguably, is a great opportunity for everyone. First- and zero-party data are usually more accurate and truthful than data collected externally, as they come directly from the customer. What could be more relevant than information straight from the source?<\/p>\r\n<h3>Meeting Heightened Expectations With Data<\/h3>\r\n<p>Many brands were already on a path to greater customer-centricity, but COVID and social unrest have put a heavy foot on the accelerator and made this shift an imperative. Brands will be challenged to drive a customer experience that <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">meets growing expectations<\/a> of individualization.\u00a0<\/p>\r\n<p>To keep pace, brands must understand the evolving definitions of \u201cvalue\u201d and \u201cexperience\u201d as differentiating factors, understand how individual customers define and prioritize those qualities relative to themselves, and then personalize and contextualize their messaging to align with what is most important to each person, while still remaining authentic to brand identity and voice.\u00a0<\/p>\r\n<p>It takes a lot of data and insight to drive that level of personalization.\u00a0<\/p>\r\n<p>Collecting that data transparently\u2014and directly\u2014allows brands to invite customers into a conversation, giving them a share of voice and a feeling of partnership.<\/p>\r\n<p>On the other side of the coin, customers are increasingly aware of the value and power of their data, so they expect an equal exchange of personal data for personalized experiences and value. It\u2019s a covenant.<\/p>\r\n<h3>Context Is Key<\/h3>\r\n<p>Personalizing the customer experience to meet customer expectations starts with the gathering and utilization of first- and zero-party data in context.<\/p>\r\n<p>First-party data, such as behavior signals, will continue to play a crucial role in driving growth, but it should also be balanced and contextualized by information asked directly of, and provided directly by, the customer.\u00a0<\/p>\r\n<p>Most marketers are well attuned to the most critical customer signals (opens, clicks, downloads, purchases, etc.) and have strategies in place to act upon these to drive more opens, clicks, downloads and purchases.\u00a0<\/p>\r\n<p>History has shown these can be effective to elicit \u201cresponses\u201d from consumers, but real meaningful and sustainable engagement comes when marketers understand the context, the \u201cwhy\u201d and \u201cfor what\u201d for each customer\u2019s actions.<\/p>\r\n<p>The meat of a brand-consumer relationship lies in the mutual understanding of intrinsic personal motivations that are the real driving force behind the actions we take as customers.\u00a0<\/p>\r\n<p>Zero-party data is the key to unlocking that context and delivering personalized experiences that matter. But the quality of zero-party data is often contingent upon when and how it was collected.<\/p>\r\n<h3>Making the Most of First- and Zero-Party Data<\/h3>\r\n<p>Let\u2019s start with the \u201chow.\u201d\u00a0<\/p>\r\n<p>Account profiles are usually the best method for customers to self-identify who they are and what they need, so marketers should think about adding fields to help bring more context to primary data points.\u00a0<\/p>\r\n<p>It\u2019s understandable to purposely choose to keep profiles slim to reduce friction and attrition of sign-up. Alleviate this worry by making additional fields optional and available for those willing to use them.<\/p>\r\n<p>Any missing data can then be collected via other methods, such as progressive profiling in welcome\/onboarding campaigns, in-app functionality, and polling via landing pages or light box pop-ups.\u00a0\u00a0<\/p>\r\n<p>Surveys and forms can also be utilized to fill profile gaps, but they should avoid sounding too formal as many customers sometimes submit responses that are more aspirational than truthful.\u00a0 Asking single questions or gamifying the survey with images or humor can be effective tactics to elicit more truthful responses that result in higher relevance.\u00a0<\/p>\r\n<p>First- and zero-party data aren\u2019t limited to welcome and onboarding campaigns. Here are a few common collection points beyond the initial customer interactions:<\/p>\r\n<ul>\r\n\t<li>Website<\/li>\r\n\t<li>Mobile apps<\/li>\r\n\t<li>Email and mobile campaigns<\/li>\r\n\t<li>Social media<\/li>\r\n\t<li>Digital ads<\/li>\r\n\t<li>Video \/ OTT<\/li>\r\n\t<li>In-store \/ In-person events<\/li>\r\n\t<li>Customer service \/ Call center<\/li>\r\n\t<li>Chatbots<\/li>\r\n<\/ul>\r\n<p>The tipping point of first- and zero-party data usage is your brand\u2019s ability to start a dialogue. Modern consumer expectations drove the traditional one-sided brand-consumer relationship into obsolescence. Today consumers want control of their data and their voice, the tactics above give users the power to dictate the level of personalization they can expect.<\/p>\r\n<h3>First- and Zero-Party in Practice<\/h3>\r\n<p>I\u2019m a <a href=\"https:\/\/www.brooksrunning.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brooks<\/a> fan-boy and love their use of personalization in customizing nearly every aspect of their customer experience. From the very first welcome message, Brooks sets the expectation that it\u2019s about the customer, not the brand, and seeks to understand more about YOU by asking who you are, what you do, and where.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11645\" align=\"alignnone\" width=\"144\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11645\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/how-do-you-run-144x1024.png\" alt=\"First and Zero Party Data in Practice\" width=\"144\" height=\"1024\" \/><\/a> <em>Brooks opens the doors for a dialogue from the get-go. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>The customer makes their selections, the value preference is recorded in the database, and this information is then used to segment and personalize the context of content, copy, workflow and journey sequence of subsequent messages. It\u2019s a great strategy to contextualize data points for users by placing the product (running shoes) into the eventual use case (e.g. trail running). The transparent manner in which this is done builds trust by exposing the data collection process and allowing the customer to self identify.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11646\" align=\"alignnone\" width=\"124\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11646\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/new-trail-running-colors-and-deals-124x1024.png\" alt=\"Use of Zero Party Data\" width=\"124\" height=\"1024\" \/><\/a> <em>Deliver on promises by using the data to improve the individual experience. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>In the subsequent email, Brooks has clearly and immediately delivered upon the customer expectation by personalizing and contextualizing the entire experience around the zero-party data provided in the preceding email.\u00a0<\/p>\r\n<p>This individualization strategy is a critical component of the Brooks brand value. They know that you can buy running shoes anywhere, and that customers may come to Brooks for the shoes, but they stay for the value of experience, knowledge and utility that Brooks has built around the buying process, allowing runners to get more out of the product and their chosen activity.<\/p>\r\n<h3>Putting It All Together<\/h3>\r\n<p>Personalization of this kind may seem high effort, but it really needn\u2019t be.<\/p>\r\n<p>By changing a few simple words and images using dynamic insertion, Brooks contextualized the messaging to align with, and strum the resonant chords of each individual\u2019s intrinsic motivations. In doing so, Brooks maintains a steady flow of intent and interaction, resulting in exponential increases in engagement, conversion, loyalty and retention.\u00a0\u00a0<\/p>\r\n<p>The value of using first- and zero-party data in context in messaging such as this really shouldn\u2019t be underestimated. Accenture reports that <a href=\"https:\/\/www.digitaltrends.com\/social-media\/why-consumers-are-increasingly-willing-to-trade-data-for-personalization\/#:~:text=But%20while%2073%20percent%20of,personal%20information%20is%20being%20used\" target=\"_blank\" rel=\"noopener noreferrer\">73% of consumers<\/a> prefer to do business with brands who use personal info to create personalized experiences.\u00a0<\/p>\r\n<p>You need to build relationships with customers in order to deliver a great experience. At the core of that relationship (as with any relationship) is how you communicate.\u00a0\u00a0<\/p>\r\n<p>Because they come from the customer directly, first-party and zero-party data offer the most clear and explicit communication signals on what, how, when, and where to deliver the most meaningful and relevant experience customized to each individual. Without that, we\u2019re merely guessing, and guessing is best left to picking lottery numbers.<\/p>\r\n<p><em>For more about changing customer expectations and building a relationship that lasts, check out \"<a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Key to Crafting a Memorable Customer Experience<\/a>.\"<\/em><\/p>","post_title":"First-Party and Zero-Party Data: The Path Forward","post_excerpt":"With changes to data collection imminent, we outline how to best utilize first- and zero-party data to enhance the customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"first-party-and-zero-party-data-the-path-forward","to_ping":"","pinged":"","post_modified":"2020-12-07 09:14:10","post_modified_gmt":"2020-12-07 17:14:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11644","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/"},{"ID":11596,"post_author":"10","post_date":"2020-12-03 09:00:59","post_date_gmt":"2020-12-03 17:00:59","post_content":"<p><em>Mixpanel's mission is to increase the rate of innovation by helping companies build better products through data. Headquartered in San Francisco, Mixpanel serves over 26,000 companies from different industries around the world.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn how to build better customer experiences with advanced product analytics.<\/em><\/p>\r\n<p>As marketers, many of you are judged on your ability to position products while attracting and warming up qualified leads. But without the proper data on how customers get value from their products, you\u2019re left guessing about what customers love most.<\/p>\r\n<p>Data-led marketers know they need to implement <a href=\"https:\/\/mixpanel.com\/blog\/the-difference-between-product-analytics-and-marketing-analytics-and-why-you-need-both\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a> to drive their product experience forward, but many fail to harness these insights in a productive way. Instead, they get stalled in one stage of analytics maturity, never progressing to a higher level that will improve their customers\u2019 experience of\u2014and affinity with\u2014their product significantly.<\/p>\r\n<p>But what, exactly, does product analytics maturity mean? At <a href=\"https:\/\/mixpanel.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, we think about it in terms of these three elements:<\/p>\r\n<ul>\r\n\t<li>Collecting the right data<\/li>\r\n\t<li>Asking the right questions<\/li>\r\n\t<li>Using data for cross-functional product decision-making<\/li>\r\n<\/ul>\r\n<p>Product analytics is the foundation for understanding the factors that drive conversion, engagement, and retention\u2014incredibly valuable information for developing a more personalized marketing program.<\/p>\r\n<p>As you begin to think about the customer journey in a more sophisticated way, you\u2019ll start to ask more complex questions about users, and you\u2019ll need a product analytics solution that can help you answer them. If you neglect to do this, you are limited in your ability to advance the sophistication of your marketing campaigns.<\/p>\r\n<p>But before you explore what a mature approach to product analytics can help you do, it helps to understand where you currently stand so you can move closer toward your business goals.<\/p>\r\n<h3>What analytics maturity means for your business (and your users)<\/h3>\r\n<p>Having a grasp of your stage of analytics maturity enables you to build a technology stack based on an understanding of your user journey from end to end. Not only will you better understand your users\u2019 journeys, but you\u2019re empowered to act on your knowledge and create deeper relationships with your customers.<\/p>\r\n<blockquote>\r\n<p><em>\u201cGood marketing is compelling. But great marketing connects with customers on a subsurface level. It\u2019s empathetic and it\u2019s inclusive, and it strums the resonant chords within us.\u201d<\/em><\/p>\r\n<p>~ Garin Hobbs | Director of Deal Strategy, Iterable | <a href=\"https:\/\/streetfightmag.com\/2020\/10\/23\/brands-struggle-to-strike-the-right-tone-this-holiday-season\/#.X6mSl5NKjUI\" target=\"_blank\" rel=\"noopener noreferrer\">StreetFightMag<\/a><\/p>\r\n<\/blockquote>\r\n<p>That\u2019s the ultimate goal of product analytics and marketing analytics working in sync\u2014understanding customers better, and in turn, improving the customer experience over the course of the entire lifecycle.<\/p>\r\n<p>Product analytics maturity matters because it can help you:<\/p>\r\n<ul>\r\n\t<li><strong>Build (and promote) the right things:<\/strong> You can only build products that users will love if you monitor their engagement and levels of satisfaction. With a product analytics tool, you can use data to optimize onboarding flows, re-engage inactive user groups, and identify your power users. As you launch new features or products, you can track how each user cohort responds, helping you build and better promote products over time.<\/li>\r\n\t<li><strong>Support the critical initiatives:<\/strong> Leverage that same data to remove friction points from your customers\u2019 journeys. Whether it\u2019s onboarding or re-engagement, leaning into product usage data can help guide strategic marketing initiatives and drive engagement.<\/li>\r\n\t<li><strong>Equip teams to move faster:<\/strong> Customers and their expectations evolve quickly. With real-time user insights, you can enable your marketing team to create campaigns that rapidly respond to consumer trends.<\/li>\r\n\t<li><strong>Help you get closer to your goals:<\/strong> Enable product and marketing teams to impact key metrics and measure how successfully their activities deliver key customer experiences.<\/li>\r\n<\/ul>\r\n<h4>Product analytics for the growth marketer<\/h4>\r\n<p>We all know that no two customers are alike. This is why tools like Iterable exist to help teams communicate and engage with customers in hyper-individualized and relevant ways. As you serve more complex customer segments, you\u2019ll need a more advanced approach to analytics to deliver a more personalized journey.<\/p>\r\n<p>In order to deliver highly personalized experiences, brands need to:<\/p>\r\n<ul>\r\n\t<li><strong>Validate hypotheses about customer differences with data:<\/strong> Every customer is different, and will use your product for different reasons. Use data to validate hunches about the characteristics of various groups\u2014from basic demographic information to more specific criteria, like how they engage with your product.<\/li>\r\n\t<li><strong>Distinguish core behavior and outcome metrics:<\/strong> Split outcomes and test different messaging flows for engagement and lifecycle throughput.<\/li>\r\n\t<li><strong>Save cohorts:<\/strong> When you find important splits in your users behavior, record them as various cohorts (e.g. trial user, first time purchaser, recently upgraded) and target each group with specific messages that align to their unique experiences.<\/li>\r\n<\/ul>\r\n<p>Product analytics can help you achieve all of the above. And while it can seem overwhelming at first, it doesn\u2019t have to be.<\/p>\r\n<blockquote>\r\n<p><em>\u201cBecause our product and marketing are omnichannel, it\u2019s really easy to see the entire journey a user takes\u2014from acquisition to moving through one of our hundreds of funnels, to ultimately purchasing a policy.\u201d<\/em><\/p>\r\n<p>~ Gil Sadis | VP of Product | Lemonade<\/p>\r\n<\/blockquote>\r\n<p>When your marketing platform is connected with your product analytics tool, you can see how customers are not only moving from end-to-end, but also the levels of influence your messaging has on that movement.<\/p>\r\n<p>Companies that use advanced solutions in other areas of their work\u2014i.e. advanced personalization\u2014will find that they don\u2019t have to crawl through novice stages. They can bridge the gap quickly by implementing the right tool, asking the right questions, and using data for cross-functional decision making.<\/p>\r\n<h3>So, what does analytics maturity look like in practice?<\/h3>\r\n<p>Mixpanel breaks down analytics maturity into five stages ranging from non-existent to expert. Again, these stages are broken down into consecutive\u2014but not necessarily sequential\u2014order.<\/p>\r\n<h4>Stage 0-1: Companies new to data adoption<\/h4>\r\n<p>In this stage, companies have little to no product analytics capabilities. They make decisions based on something other than product data\u2014limited customer feedback, intuition, or assumptions about user behavior. As a result, marketers are likely only scratching the surface of their campaign personalization potential.<\/p>\r\n<p>For example, a company that is implementing personalization in their marketing tactics for the first time is likely to be in the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">reactive personalization stage<\/a>. If you\u2019re in this stage, you can implement simple tactics\u2014like using basic customer attributes (i.e. names, birthdays, or system events), but you can\u2019t do further targeting.<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>What behaviors lead users to purchase or to refer a friend?<\/li>\r\n\t<li>What acquisition channels are driving traffic?<\/li>\r\n\t<li>What\u2019s my conversion rate to the product?<\/li>\r\n\t<li>How can I use campaigns to solicit these similar data points in a non-invasive way?<\/li>\r\n<\/ul>\r\n<p>Acquisition questions are a good starting point, but they don\u2019t give you insight into customer engagement or retention. Without those insights, you\u2019ll have major blindspots on the level of your <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer loyalty<\/a>\u2014a key indicator of a business\u2019s long-term viability. This is why marketers (and their cross-departmental colleagues) need to implement something more than Google Analytics.<\/p>\r\n<p>For example, a new ridesharing app just launched and they are still in this novice stage. They may have a non-existent or small customer base with very little customer feedback. The most data they have is likely related to their website, but otherwise they don\u2019t know how their product is being used. They will need to start asking questions to move on to the next stage. Once they define the questions they want to answer, they can start collecting data and putting it to use.<\/p>\r\n<h4>Stage 2-3: Data is driving decisions and greater customization<\/h4>\r\n<p>In this intermediate stage of analytics maturity, you have a better sense of what questions you want to answer beyond acquisition-related factors and are willing to put the resources into discovering answers. However, you aren\u2019t completely established in your data collection and analysis process.<\/p>\r\n<p>When it comes to personalization, teams in this stage are in the proactive personalization stage. At this point, you combine user and event data with externally managed data. You can send messages to smaller, targeted segments that are based on customer behaviors and third-party data (e.g. geo-specific or personal interest).<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>Where in my funnel do users drop off?<\/li>\r\n\t<li>What are the most common user journeys?<\/li>\r\n\t<li>What sequences of actions lead my users to upgrade their membership?<\/li>\r\n\t<li>What campaigns must we create or improve to further influence action within the product?<\/li>\r\n<\/ul>\r\n<p>These are foundational questions that can only be answered by integrating your customer lifecycle marketing data with your product analytics data. Once you\u2019re able to answer these, you can start to adjust your marketing campaigns with what you see in-app, or on your website.<\/p>\r\n<p>In this stage, it\u2019s common for businesses to realize they need some additional solution to their Business Intelligence (BI) tool. Even though teams are using data and asking more sophisticated questions, they can\u2019t answer them fully or turn data into productive action.<\/p>\r\n<p>Back to our ridesharing app. The app has now gained customers and knows that data will guide its product development, but they\u2019re still hazy on which tools to invest in. If they\u2019re committed to using accurate data, they\u2019ll need to ask more of their analytics tool and process.<\/p>\r\n<h4>Stage 4-5: Unified goals and advanced tooling<\/h4>\r\n<p>In the advanced and expert stages of product analytics, you can assess what\u2019s happening to your product, and identify patterns related to these events. At the highest level (\u201cexpert\u201d), no decision is made without the use of product analytics.<\/p>\r\n<p>With this level of attention put towards analytics, you can start implementing individualization. Individualization is formed from dynamic relationships between user attributes and detailed product data. This one-to-one approach is based on profile, behavioral, <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle data points<\/a> to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>How do marketing launches cause changes in specific user behaviors or my primary metrics?<\/li>\r\n\t<li>How do all my A\/B tests affect key metrics over time, and which of them are worth continuing?<\/li>\r\n\t<li>How many times do users repeat a given step in a funnel before moving on to the next step, and how does that affect conversion rates?<\/li>\r\n<\/ul>\r\n<p>In this stage, businesses use multiple user journey solutions. When it comes to team member ownership\u2014analytics in this stage is an all hands on deck process. Every team member knows their role in using the analytics tool, and uses it regularly.<\/p>\r\n<p>For example, you can set up a personalization campaign using a growth marketing platform like Iterable, then push the data associated with in-app interactions to Mixpanel to answer those critical questions. By integrating advanced, customer-oriented platforms, marketing and product decisions are both data-based and closely aligned.<\/p>\r\n<p>Our ridesharing app has now got their tools and systems in place. They\u2019ve invested in a product analytics tool that is reliable, scalable, and can answer endless questions about their customers. The tool is helpful for marketing and product teams alike, giving their customers awesome experiences from start to end.<\/p>\r\n<p>But it doesn\u2019t stop here. It takes work to continuously stay an \u201cexpert\u201d at product analytics and individualization. Teams must stay up-to-date on the product analytics tool and new team members must be onboarded properly.<\/p>\r\n<p>Implementing product analytics and individualization at scale is a continuous process, and as your product launches new features or services, you\u2019ll need team members to continuously ask the right questions, know how to collect the data, and make future decisions together.<\/p>\r\n<blockquote>\r\n<p><em>\u201c...Getting someone to register is only half the battle. Do our users continue to engage? Do they complete the onboarding process? Do they bail and delete their accounts. We\u2019ve instrumented in these key elements of participation in Mixpanel, which means that for each landing page, we can see how many people complete actions that correlate with being longer-term users...This information helps our product and marketing teams understand which campaigns are, in fact, working the best to drive users that will continue using Personal Capital for the long run.\u201d<\/em><\/p>\r\n<p>~ Vince Maniago | VP of Product Management | Personal Capital<\/p>\r\n<\/blockquote>\r\n<h3>Understanding where you\u2019re at to understand customers better<\/h3>\r\n<p><em>\u201cNo company is too small to prepare to collect, organize, and analyze data \u2014 it\u2019s the foundation of building great products and accelerating your growth in product analytics maturity.\u201d<\/em><\/p>\r\n<p>Brands want to build intimate relationships with their customers. But just like one-to-one relationships between friends, brands need to understand their customers. They need to understand their likes and dislikes, needs, passions, and behaviors.<\/p>\r\n<p>There\u2019s no way to do that at scale without accurate data\u2014and a way to make sense of it all. This is why product analytics are a marketer\u2019s best friend. And guess what? You don\u2019t even have to be a data scientist to use one. <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, for example, allows users without technical expertise to self-serve answers to their questions about users.<\/p>\r\n<p>There\u2019s no \u201cright\u201d time to start implementing product analytics. But the sooner you get started, the sooner you can start harnessing data to build experiences that customers love.<\/p>\r\n<p>To learn more about product analytics maturity, read Mixpanel\u2019s new guide: <a href=\"https:\/\/mixpanel.com\/content\/product-analytics-strategy\/get-started\/\" target=\"_blank\" rel=\"noopener noreferrer\">Advance Your Product Analytics Strategy<\/a>.<\/p>","post_title":"Advanced Product Analytics, Better Customer Experiences","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"advanced-product-analytics-better-customer-experiences","to_ping":"","pinged":"","post_modified":"2020-12-03 09:00:59","post_modified_gmt":"2020-12-03 17:00:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11596","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/advanced-product-analytics-better-customer-experiences\/"},{"ID":11595,"post_author":"7","post_date":"2020-12-01 08:47:04","post_date_gmt":"2020-12-01 16:47:04","post_content":"<p>What does your Boxing Day strategy look like?<\/p>\r\n<p>If you live in the U.K. or Commonwealth countries, like Canada, Australia, or New Zealand, your plans for the Dec. 26 shopping extravaganza are either locked down already, or you at least have some sort of idea, but you'll think about it after you get through Black Friday, Cyber Monday, Christmas and all the other emails in between.<\/p>\r\n<p>In the United States, Boxing Day barely registers (unless your customers are Brit expatriates or devotees of \"Downton Abbey\"). So, it doesn't figure into many e-commerce email marketing plans, aside from some brands with a cross-border audience.<\/p>\r\n<p>Boxing Day's significance as a shopping driver has fallen over the last couple of years, but it could get more oomph this year thanks to fortuitous timing (it falls on a shopper-friendly Saturday) and the boom in digital shopping thanks to the pandemic.<\/p>\r\n<p>If Boxing Day is part of your plan\u2014or you need a fresh theme to make your post-Christmas emails stand out in the inbox\u2014now is a good time to create a memorable campaign that could get you closer to achieving your 2020 business goals.<\/p>\r\n<h3>What Is Boxing Day?<\/h3>\r\n<p>Boxing Day has several origin stories, but these are two of the most common traditions:<\/p>\r\n<ul>\r\n\t<li>Churches opened their alms-collection boxes and distributed the monies to the poor.<\/li>\r\n\t<li>Wealthy families presented gift boxes (or packaged-up holiday leftovers, or money) to their house staff, or businesses gave their employees gifts and the day off (unless you worked for Scrooge &amp; Marley).<\/li>\r\n<\/ul>\r\n<p>However you define it, Boxing Day is part of the cultural zeitgeist in many parts of the world. It's a bank holiday in the U.K., a statutory holiday in Canada and one of the National Public Holidays in Australia\u2014meaning banks, offices and schools are closed. In the past, it was a big in-store shopping day, but that could be different this year.<\/p>\r\n<h3>Why Boxing Day Could Be Bigger in 2020<\/h3>\r\n<p>Although Boxing Day remains a major shopping day, it has lost some ground to Black Friday in recent years. In 2019, <a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">a SimilarWeb analysis<\/a> found total traffic on Boxing Day to the top 100 shopping sites in the U.K. declined by 6% from 2018. Visits that went past the landing page and were more likely to contribute to a conversion fell 13% in 2019.<\/p>\r\n<p>SimilarWeb attributed that decline to uncertainty over Brexit and December parliamentary elections. Boxing Day also fell on a Thursday.<\/p>\r\n<p>This year, however, Boxing Day is on Saturday, so the official holiday is observed on Monday. That gives shoppers more time to hunt for bargains and potentially extends your Boxing Day campaigns by a couple of days.<\/p>\r\n<p>Also, digital shopping is predicted to grow in 2020 thanks to the combination of renewed <a href=\"https:\/\/www.bbc.com\/news\/explainers-52530518\" target=\"_blank\" rel=\"noopener noreferrer\">lockdowns and other restrictions in the U.K.<\/a> <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2020-11-20\/canadian-businesses-brace-for-more-shutdowns-with-virus-surging\" target=\"_blank\" rel=\"noopener noreferrer\">and Canada<\/a>, and <a href=\"https:\/\/coresight.com\/research\/us-survey-update-discretionary-categories-see-online-uptick-as-more-consumers-avoid-stores-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">a continued reluctance by consumers to shop in stores<\/a>.<\/p>\r\n<h3>5 Quick Tips for Better Boxing Day Emails<\/h3>\r\n<p>Many e-commerce email campaigns for Boxing Day follow a Black Friday format, beginning with a preview email sent the day before, timed offers throughout the day and a \"last chance\" campaign sent the following day. Aggressive bargains lead the message.<\/p>\r\n<p>These tips can help you tune up your present Boxing Day strategy or introduce the concept to a new audience.<\/p>\r\n<h4>1. Look at past shopping habits to time email sends<\/h4>\r\n<p><a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">SimilarWeb's analysis<\/a> found Boxing Day traffic generally parallels Black Friday. It starts to grow early in the morning, peaking first around noon, then mid-afternoon and a final surge in early evening.<\/p>\r\n<p>Use what you know about customer shopping habits to do some real-time testing around email send times. If you don't have Boxing Day history to draw from, Black Friday shopper behavior could be your guide.<\/p>\r\n<p>The retailer boohoo U.K. sends campaigns throughout the day, matching SimilarWeb's traffic patterns. The email below is the brand's closing campaign of the day, framed as the \"last gift\" and using animation to highlight the offer and expiration.<\/p>\r\n\r\n[caption id=\"attachment_11603\" align=\"alignnone\" width=\"648\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11603 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-1-boohoo.png\" alt=\"boohoo UK 40% off everything sale\" width=\"648\" height=\"1296\" \/><\/a> <em>boohoo U.K. uses animated email to signal the end of its Boxing Day campaign. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Put bargains in the spotlight<\/h4>\r\n<p>People have gift cash and cards to spend. Retailers have to clear out merchandise before the end of the fiscal year. It's a match made in bargain-hunting heaven.<\/p>\r\n<p>So, don\u2019t be coy about your offers. But your message still has to stand out in a noisy inbox, and that's what this Reitmans message does well.<\/p>\r\n<p>The subject line doesn't mince words: \"\ud83d\udd25Up to 70% off? AND 10% on top? Sale's heating up.\" Inside, the leadoff reverse bar and email header restate the expected discounts, while product images throughout the message list actual discounts to drive clicks.<\/p>\r\n\r\n[caption id=\"attachment_11602\" align=\"alignnone\" width=\"332\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/f9162fc6-3698-e303-2a2d-8bb6dbccb471\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11602 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-2-Reitmans.png\" alt=\"Reitmans Boxing Week email\" width=\"332\" height=\"1446\" \/><\/a> <em>Reitmans mixes percentage-off discounts with specific price reductions to encourage click-throughs. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/f9162fc6-3698-e303-2a2d-8bb6dbccb471\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Consider flash sales, countdown timers and real-time updates<\/h4>\r\n<p>With most shoppers off either on Boxing Day itself or the following Monday when it will be observed this year, they might be more likely to be in shopping mode throughout the day. Match that interest with offers timed to prod them into action, and use a device like a countdown timer that signals either the start or end of a flash sale.<\/p>\r\n<p>If you have access to real-time content updates, use these to substitute an expired offer for a new or default offer.<\/p>\r\n<p>Hush Puppies limits its Boxing Day campaign to a single day. So, its campaign email stresses the short deadline with a countdown timer and prominent reminder throughout the brief message that time's a-wastin'.<\/p>\r\n\r\n[caption id=\"attachment_11601\" align=\"alignnone\" width=\"480\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/95792416-b1ac-3e48-2db7-54ef289e8fe5\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11601 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-3-Hush-Puppies.png\" alt=\"Hush Puppies Boxing Day Sale\" width=\"480\" height=\"692\" \/><\/a> <em>Everything in this Hush Puppies email is designed to prod shoppers into acting quickly. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/95792416-b1ac-3e48-2db7-54ef289e8fe5\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Include helpful shopper information in your Boxing Day email<\/h4>\r\n<p>If you prefer to focus your copy only on what's on offer, you can do what Lush does in its initial Boxing Day campaign email: It packages up all the fine print (what's discounted, what isn't, returns\/exchanges, offer expirations and other limitations) on a landing page and adds an attention-getting button to the email.<\/p>\r\n<p>It's a clever tactic that keeps the email messaging simple and direct. The discount remains front and center in the email while also letting customers know it's limited to a specific product set.<\/p>\r\n<p>Putting the fine print on the landing page means the marketing team can update terms quickly to accommodate last-minute substitutions (something to keep in mind in this season of <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">potential supply-chain problems<\/a>), variations between in-store and website offers and other important topics that can distract from the sale message.<\/p>\r\n\r\n[caption id=\"attachment_11600\" align=\"alignnone\" width=\"354\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/91627f00-b7b7-0640-07fc-06559c8b69a6\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11600 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-4-Lush.png\" alt=\"LUSH Boxing Day Sale\" width=\"354\" height=\"700\" \/><\/a> <em>Lush's \"keep it simple\" Boxing Day message encourages shoppers to click through. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/91627f00-b7b7-0640-07fc-06559c8b69a6\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>5. Introduce Boxing Day to a new audience<\/h4>\r\n<p>Outside of Downton Abbey devotees, English lit majors and expatriates of Commonwealth nations, Boxing Day isn\u2019t a major cultural reference.<\/p>\r\n<p>So why use it to frame your after-Christmas sale for your American customers? Because it can be a fun way to differentiate yourself from all the other emails in their inboxes.<\/p>\r\n<p>Green Chef, a U.S.-based weekly meal subscription service, pulls off the Boxing Day theme by playing it three ways:<\/p>\r\n<ul>\r\n\t<li><strong>The subject line<\/strong>\u2014\u201cToday, we\u2019re thinking inside the box\u201d\u2014is a twist on the \u201coutside the box\u201d trope.<\/li>\r\n\t<li><strong>The headline<\/strong>, \u201cIt\u2019s Boxing Day,\u201d can resonate both for people who get the cultural reference and those who think it\u2019s a clever play on words.<\/li>\r\n\t<li><strong>The copy<\/strong> shifts from Boxing Day to \u201cunboxing,\u201d another popular reference that internet-savvy fans of unboxing videos will pick up on.<\/li>\r\n<\/ul>\r\n<p>Introducing new interpretations of an unfamiliar cultural zeitgeist can be risky, but Green Chef keeps it relevant and fun for its audience.<\/p>\r\n\r\n[caption id=\"attachment_11599\" align=\"alignnone\" width=\"258\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/51bb88ba-cb02-43c0-939c-05f1967bea84\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11599 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-5-Green-Chef.png\" alt=\"Green Chef - &quot;It's Boxing Day&quot; email\" width=\"258\" height=\"1390\" \/><\/a> <em>Green Chef uses some out-of-the-box thinking to bring Boxing Day to its American audience. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/51bb88ba-cb02-43c0-939c-05f1967bea84\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>A Few Words about Personalization and Testing<\/h3>\r\n<p>Given Boxing Day's relatively short shelf life and hyper-focus on bargain-hunting over research-driven shopping, you might be tempted to just knock together a standard broadcast email. Resist the temptation!<\/p>\r\n<p>The leading practices that you use on other campaigns throughout the year should still help you maximize your returns on Boxing Day emails:<\/p>\r\n<p><strong>Personalize where you can<\/strong>. Even if all you can do is pop the shopper's name into the subject line or email copy, do what you can to make your customers see that you know who they are.<\/p>\r\n<p>If you have the capability, include a module of dynamic content showing products previously browsed or purchased, where your nearest store is, your hours and special shopping restrictions (face covering, limited hours or capacity, availability of curbside or front-door merch pickup).<\/p>\r\n<p><strong>Test when and where you can<\/strong>. Subject line testing is a start, but also create A\/B versions of a campaign, and test in real time. Use the results to refine other campaigns you send during the day or to adjust your strategy for next year.<\/p>\r\n<p><strong>Track opens, clicks and web traffic throughout the day<\/strong>. See if your emails correspond to surges in web traffic in the moment and then also track for several days after to find out whether customers come back even after your sale ends.<\/p>\r\n<h3>Subject Lines That Get Emails Opened<\/h3>\r\n<p>It might seem that left the beginning for the end, but we do that for a reason. Good email practices should prevail here, too: Nail down your strategy first. Focus on your email message. Then create a subject line that will snag attention.<\/p>\r\n<p>If you need some inspiration, these e-commerce examples can fire up your creative engine:<\/p>\r\n<ul>\r\n\t<li><em>Your Last Present: Free Shipping <\/em>\ud83c\udf81<\/li>\r\n\t<li><em>Boxing Day Blues?<\/em><\/li>\r\n\t<li><em>Happy Boxing Day. Unwrap these Deals.<\/em><\/li>\r\n\t<li><em>Today, we're thinking inside the box<\/em><\/li>\r\n\t<li><em>Boxing day special: open to discover<\/em><\/li>\r\n\t<li><em>Your Boxing Week Deals are Here<\/em><\/li>\r\n\t<li><em>Boxing Day Markdowns | Up to 50% Off<\/em><\/li>\r\n\t<li><em>The Boxing Day Sale You've Been Waiting For<\/em><\/li>\r\n\t<li><em>Merry. Early. Boxing. SALE!<\/em><\/li>\r\n\t<li><em>Boxing Day Sale Now Live | Up to 50% Off<\/em><\/li>\r\n\t<li><em>Set your alarms for tomorrow morning<\/em><\/li>\r\n<\/ul>\r\n<p>Here's hoping your Boxing Day messages deliver the goods this year!<\/p>","post_title":"5 Tips for a Better Boxing Day Email Strategy","post_excerpt":"Whether Boxing Day is part of your plan or you need to make your post-Christmas emails stand out, now is a good time to create a memorable campaign.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-boxing-day-email-strategy","to_ping":"","pinged":"","post_modified":"2020-12-01 08:47:04","post_modified_gmt":"2020-12-01 16:47:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11595","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-tips-boxing-day-email-strategy\/"},{"ID":11592,"post_author":"67","post_date":"2020-11-30 14:43:27","post_date_gmt":"2020-11-30 22:43:27","post_content":"<div class=\"p-rich_text_section\">The Iterable team is kicking off the new year to provide marketers with a glimpse into the future, based on our latest survey research. Alyssa and Wayne will debut our top findings and reveal our hottest marketing predictions.<\/div>\r\n<div>\u00a0<\/div>\r\n<div class=\"p-rich_text_section\">If you want to drive your 2021 strategy with real data and not just crystal-ball commentary, watch this can\u2019t-miss webinar.<\/div>\r\n<div>\u00a0<\/div>\r\n<div class=\"p-rich_text_section\">The panelists explore:<\/div>\r\n<div>\u00a0<\/div>\r\n<ul class=\"p-rich_text_list p-rich_text_list__bullet\" data-stringify-type=\"unordered-list\" data-indent=\"0\">\r\n\t<li>Top business concerns for marketers and how the ongoing pandemic has affected them<\/li>\r\n\t<li>The real deal behind artificial intelligence<\/li>\r\n\t<li>Real-life examples of email, mobile, and cross-channel campaigns that we love<\/li>\r\n<\/ul>","post_title":"The 2021 Outlook: 5 Data-Driven Marketing Predictions","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2021-data-driven-marketing-predictions","to_ping":"","pinged":"","post_modified":"2021-01-12 12:00:31","post_modified_gmt":"2021-01-12 20:00:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=11592","menu_order":5,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/2021-data-driven-marketing-predictions\/"},{"ID":11469,"post_author":"7","post_date":"2020-11-20 07:28:45","post_date_gmt":"2020-11-20 15:28:45","post_content":"<p>Last week, we debuted our <a href=\"https:\/\/iterable.com\/blog\/successful-workflow-building-4-easy-steps\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a>, as part of our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pillars of Personalization<\/a> series. In this playbook, we discuss the four building blocks of a successful messaging workflow, and how our customers like <a href=\"https:\/\/iterable.com\/customers\/case-study\/bloomon\" target=\"_blank\" rel=\"noopener noreferrer\">bloomon<\/a> put this methodology into practice.<\/p>\r\n<p>But one guide is not nearly enough to exhaust this topic, so we went straight to our experts to give you even more insights.<\/p>\r\n<p>In this latest installment of \"<a href=\"https:\/\/iterable.com\/blog\/zack-gholikely-connecting-with-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ask an Iterator<\/a>,\" we ask Rebecca Chow, Senior Customer Success Manager, to dive into the finer details of workflow building so you can walk away with the confidence to build an amazing cross-channel campaign.<\/p>\r\n<h3>Ask an Iterator: Rebecca Chow<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-11470\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-Chow.jpeg\" alt=\"Rebecca Chow headshot\" width=\"199\" height=\"199\" \/><\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/rebeccawchow\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rebecca Chow<\/a> has been at Iterable for over three years, and she holds over a decade of experience in customer success and technical account management.<\/p>\r\n<p>(And if you thought she was a heavyweight in her profession, you should know that she's also a competitive Olympic weightlifter!)<\/p>\r\n<p>Rebecca is ready to pump your workflows up, so let's jump right in!<\/p>\r\n<h4>1. Let\u2019s get everyone on the same page. How do you define a workflow?<\/h4>\r\n<p>Workflows guide your customers through different milestones of their lifecycle from the initial touchpoint (activation through an onboarding series), learning more about your products or services (nurture and engagement), to becoming loyal customers and fans (reactivation through referrals, repeat purchase, and upsells).<\/p>\r\n<p>In Iterable, you can customize workflows in multiple ways to send users along certain paths and send personalized and dynamic messages based on their interactions with your company.<\/p>\r\n\r\n[caption id=\"attachment_11535\" align=\"alignnone\" width=\"656\"]<img class=\"wp-image-11535 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-1-Iterable-Workflow.png\" alt=\"Iterable Workflow Screenshot\" width=\"656\" height=\"810\" \/> <em>Messaging workflows let customers choose their own adventures.<\/em>[\/caption]\r\n\r\n<h4>2. What should I do before I start building a messaging workflow?<\/h4>\r\n<p>I would recommend whiteboarding what the customer lifecycle should look like from your customer\u2019s perspective from beginning to end, otherwise known as <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle mapping<\/a>. Establish your end goal of the workflow by asking, \"What do you want to achieve with this workflow?\"<\/p>\r\n<p>Then, define your audience, whether that\u2019s prospects, new customers, existing customers, etc. Next, decide on what would be the action that the user takes to enter the workflow. Some examples could be when a user signs, fills out a form or makes a purchase.<\/p>\r\n<p>After, draw out the steps that you would want to happen before sending the message to the user. For example, do you want to filter anyone in or out of the workflow or add a delay of a few hours and check to see if the user's activity changed before sending the message?\u00a0<\/p>\r\n<p>Determine what you\u2019ll be using to measure as success for your end goal, whether that is turning prospects into customers or higher conversions, for example.\u00a0<\/p>\r\n<h4>3. What are the elements that make a successful workflow?<\/h4>\r\n<p>I believe that the elements that make a successful workflow include:<\/p>\r\n<ul>\r\n\t<li><strong>A starting point<\/strong> of when the user will enter the flow. The message should be relevant and timely to your customer\u2019s interactions with your organization.<\/li>\r\n\t<li><strong>Defining the steps<\/strong> that the user must take before sending the message to ensure that you\u2019re targeting the right audience, sending in a timely manner, and populating personalized dynamic content within the message.<\/li>\r\n\t<li><strong>An end goal<\/strong> for the user to reach within the workflow.<\/li>\r\n\t<li><strong>Tracking and monitoring<\/strong> metrics to measure the success of the workflow.<\/li>\r\n\t<li>Optimizing the workflow on <strong>improving overall customer experience<\/strong> based on the above metrics.<\/li>\r\n<\/ul>\r\n<h4>4. How can I expand a single message into a multi-touch series?<\/h4>\r\n<p>Instead of just sending a single message, you can expand the workflow into a series of messages to your customers. With a welcome series, you can expand the first message \u201cwelcoming\u201d your customers to your company by sending a series of messages, separated by 1-3 days each, showing them how to use your product or service or even guide them through your mobile app.<\/p>\r\n<p>If the customer signed up but has not done any other action, nudge them to do so. In a workflow, after the first message is sent, you can wait a day and then add a Filter node to check if the user has taken the specified action. If not, send the user another message to nudge them, like \"create your first task\" or \"which genre or category interests you?\", which can help with progressive profiling and collecting more info about your user.<\/p>\r\n<h4>5. What\u2019s the best way to implement progressive profiling?<\/h4>\r\n<p>Determine what information you would like to know about your customers that\u2019s not readily available based on their interactions with your site. Prioritize the questions you\u2019d like to ask and limit to only a few over time. Also, if you have a form on your site, track where they left off on filling it out.<\/p>\r\n<p>From there, trigger the workflow when a user signs up or abandons a form on the site. Within the email, ask one question to the customer and let them select the answer by clicking on their preference (e.g. Yes\/No, clothes\/shoes, browsing\/buying).<\/p>\r\n<p>Upon clicking the link, you can direct the user to a form to fill out, providing more info about them. Some examples include live polling, surveys, and seasonal profiling when asking users to update their info.<\/p>\r\n<h4>6. What\u2019s the best time to send messages and how long should the delays be in between messages? How should timing\/frequency change based on campaign type?<\/h4>\r\n<p>The delays between messages should depend on the type of workflow series. I would recommend A\/B testing different durations of delays between messages to first establish a baseline and then, determine which duration works best.<\/p>\r\n<p>Also, review if you\u2019re sending a message on the same day as when the user would receive a message from the workflow. We do not want to overwhelm your customers with too many messages in one day or within a week.<\/p>\r\n<h4>7. What are the basic campaign workflows every marketer should have?<\/h4>\r\n<p>The basic campaign workflows every marketer should have are the following (if applicable):<\/p>\r\n<ul>\r\n\t<li><strong>Welcome\/Onboarding<\/strong>: Introduces and guides your new users to your organization\/company and how to get started.<\/li>\r\n\t<li><strong>Abandonment<\/strong>: The user may have left an item in their cart, browsed a particular item or started filling out a form but never finished. From these touchpoints, you can nudge the user to complete their purchase or form.<\/li>\r\n\t<li><strong>Purchase<\/strong>: Based on a user\u2019s previous purchase, you could ask for feedback or recommend other related items, or they could become a repeat purchaser.<\/li>\r\n\t<li><strong>Re-engagement<\/strong>. These are for users who were previously engaged with your company but then have not opened or clicked on an email, have not made a recent purchase, or canceled. The goal here would be to win back these customers by showing them the benefits of your products\/services and what they could be missing out on.<\/li>\r\n<\/ul>\r\n<h4>8. What are more advanced or less commonly used workflows that can uplevel your marketing strategy?<\/h4>\r\n<p>More advanced or less commonly used workflows to uplevel your marketing strategy can include:\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Upsell\/Add-ons<\/strong>: add-on products or items that would go well with the item added to the cart or with the purchase.<\/li>\r\n\t<li><strong>Loyalty\/Rewards<\/strong>: incentives for being a long-time customer or a repeat purchaser.<\/li>\r\n\t<li><strong>Recommendations<\/strong>: based on previous user\u2019s purchase history or browsing activity.<\/li>\r\n\t<li><strong>Product Feedback<\/strong>: send after the user has made a purchase.<\/li>\r\n\t<li><strong>Surveys<\/strong>: ask the user to rate their experience with your company or brand.<\/li>\r\n\t<li><strong>Referrals<\/strong>: based on the survey responses, ask the ones who are advocates to refer their family and friends.<\/li>\r\n<\/ul>\r\n<h4>9. How should I incorporate multiple channels in a workflow? Are there any best practices to integrating email with SMS, mobile push, web push, in-app, etc.?<\/h4>\r\n<p>If a user does not respond or take any action with email, like an open or a click, send a push notification or SMS message instead. Depending on your audience, some will prefer SMS more (skews toward younger demographics) while others do not read their email immediately. Also, after sending a push message, you can queue up an in-app message when the user opens the app.\u00a0<\/p>\r\n<p>To determine which channel a user prefers to receive messages from, I would recommend creating a preference center where they can make their selections.<\/p>\r\n\r\n[caption id=\"attachment_11534\" align=\"alignnone\" width=\"692\"]<img class=\"wp-image-11534 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-2-Send-Actions.png\" alt=\"Send Actions Screenshot\" width=\"692\" height=\"826\" \/> <em>Iterable enables you to build workflows across multiple messaging channels.<\/em>[\/caption]\r\n\r\n<h4>10. What are the mistakes you want to avoid when building workflows?<\/h4>\r\n<p>I would recommend testing your workflow before enabling it for your live audience. Also, you should review analytics and find ways to optimize workflows to make them better for the customer experience.<\/p>\r\n<p>Over time, your customer\u2019s lifecycle may change and so will your products and services. Make sure that the workflow is updated to reflect those changes.\u00a0<\/p>\r\n<h4>11. What experiments should I run and what analytics should I monitor to optimize my workflows?<\/h4>\r\n<p>I would recommend running experiments with different delays between the trigger and when the message is sent and between messages as well. Also, run A\/B experiments on subject lines to not only test deliverability but also open rates.<\/p>\r\n<p>Another experiment would be to have a holdout group where they will not receive the campaign and compare conversions or purchases against the users who did receive the campaign.<\/p>\r\n\r\n[caption id=\"attachment_11533\" align=\"alignnone\" width=\"940\"]<img class=\"wp-image-11533 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-3-Workflow-Analytics.png\" alt=\"Workflow Analytics Screenshot\" width=\"940\" height=\"970\" \/> <em>Iterable's Workflow Analytics displays opens, clicks and more for each message node in the workflow.<\/em>[\/caption]\r\n\r\n<h3>Workflow Building: Get the Guide<\/h3>\r\n<p>Now that we've received the rundown from Rebecca, download our full <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a> to learn how to use workflows to create and automate messages that will resonate with your audience and deepen your customer relationships.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11451 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x192.png\" alt=\"Perform Your Workflow Building Magic: Read the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Ask an Iterator: Rebecca Chow on Workflow Building","post_excerpt":"How can you build a successful messaging workflow? We ask Sr. Customer Success Manager, Rebecca Chow, about the elements you need, mistakes to avoid &amp; more.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-rebecca-chow-on-workflow-building","to_ping":"","pinged":"","post_modified":"2020-11-20 07:28:45","post_modified_gmt":"2020-11-20 15:28:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11469","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-rebecca-chow-on-workflow-building\/"},{"ID":11542,"post_author":"71","post_date":"2020-11-19 15:29:25","post_date_gmt":"2020-11-19 23:29:25","post_content":"<p>When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn\u2019t know was possible.<\/p>\r\n<p>Now it\u2019s on all brands to live up to these high standards. Though challenging, there\u2019s hope\u201483% of consumers will share their data in return for more personalized experiences.<\/p>\r\n<p>This guide explains how to personalize email and cross-channel campaigns that deliver hyper-relevant content at the perfect moment for each customer.<\/p>\r\n<p><strong>Download this guide to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Master the three distinct levels of personalization maturity<\/li>\r\n\t<li>Create dynamic content with user and event data, data feeds and metadata<\/li>\r\n\t<li>Learn how top brands are building individualized recommendations<\/li>\r\n<\/ul>","post_title":"The Guide to Marketing Maturity: 3 Levels of Personalization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"3-levels-of-personalization","to_ping":"","pinged":"","post_modified":"2020-12-02 14:48:40","post_modified_gmt":"2020-12-02 22:48:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11542","menu_order":1,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/3-levels-of-personalization\/"},{"ID":11490,"post_author":"35","post_date":"2020-11-19 10:17:58","post_date_gmt":"2020-11-19 18:17:58","post_content":"<p>You forgot something! Like what you saw? Still thinking about {{insert product here}}? We\u2019ve got your back. Chances are you have received\u2014or written\u2014a message with one of these subject lines from an abandonment campaign.<\/p>\r\n<p>Unlike <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome<\/a> and <a href=\"https:\/\/iterable.com\/blog\/3-hot-promotional-campaign-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">promotional<\/a> campaigns, abandonment campaigns\u2014whether designed for shopping carts, browsing or form-fills\u2014seem to be stuck in a content rut. They\u2019re almost stale.<\/p>\r\n<p>Since the core purpose of an abandonment campaign is conversion, this uniformity somewhat makes sense. The messages feel almost transactional in nature, and we can all attest to the oft blandness of a transaction\/confirmation\/verification message.<\/p>\r\n<p>Today\u2019s consumers have different expectations. They want more from the brands they deem worthy of their time and money. Consumers want from brands the same thing they want from their friends: someone who listens and pays attention.<\/p>\r\n<p>The abandonment campaign is arguably the most direct way to signify that you are paying attention to your users, their wants, and what makes sense for their journey with your brand.<\/p>\r\n<p>Below, we\u2019re going to walk you through three ways to flip the script and turn your abandonment campaigns into something unique and memorable. But first, check out this quick video to get a foundational understanding of what is needed to build an ideal abandonment campaign.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/JcfBFSES99Y[\/embed]<\/p>\r\n<p>Wonderful. Welcome back! We won\u2019t beat around the bush any longer. Here are the quickest\u2014and easiest\u2014ways to begin setting your abandonment campaign apart from the crowd.<\/p>\r\n<h3>Create a Dialogue<\/h3>\r\n<p>Understanding intent is integral to the abandonment campaign. After all, your user has shown interest in an item and got within a few clicks of actually completing the purchase! The intent was there at some point, but what exactly is that intent?<\/p>\r\n<p>Did the user want to purchase the product? Was this purchase for them or was it a gift? Maybe they used the cart as a chance to save an item for later?<\/p>\r\n<p>Part of the intent can be shown in your data, yes, but sometimes it\u2019s easier to go straight to the source. Ask! Ask your users what they were shopping for and why they decided to abandon the interaction.<\/p>\r\n<p><a href=\"https:\/\/ugmonk.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ugmonk<\/a>, a designer clothing and lifestyle brand, openly asks users to contact the founder about the products they had browsed and abandoned. This level of one-on-one customer service shows consumers that the brand is more concerned with the customer\u2019s experience than completing the sale. It\u2019s one that gives users a voice and a say in the matter that isn\u2019t present in most abandonment campaigns.<\/p>\r\n\r\n[caption id=\"attachment_11492\" align=\"alignnone\" width=\"914\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/offering-you-my-personal-email\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11492 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-4.35.17-PM-914x1024.png\" alt=\"Dialogue Cart Abandonment\" width=\"914\" height=\"1024\" \/><\/a> <em>A comforting, personable tone humanizes the experience for consumers. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Baking a conversational element into the abandonment experience adds a level of humanity that would otherwise be replaced by strict sales tactics.<\/p>\r\n<h3>Take Real-World Context Into Account<\/h3>\r\n<p>The topic of intent above extends beyond just creating a conversation. There can also be reasons as to why a person might forego the completion of a purchase. In a <a href=\"https:\/\/stream.org\/the-best-and-worst-of-2020-the-year-in-review\/\" target=\"_blank\" rel=\"noopener noreferrer\">year like 2020<\/a>, there could be a host of reasons why someone might not be able to add another purchase.<\/p>\r\n<p>Take this into account. The world outside the singular transaction at the heart of your abandonment campaign matters and plays a big factor in influencing the ultimate decision of your consumer. Ignoring these factors shows neglect and a lack of interest in understanding the user on their own terms.<\/p>\r\n<p>Google\u2019s shopping function, <a href=\"https:\/\/shopping.google.com\/u\/0\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Express<\/a>, touches on this concept in their cart abandonment campaign. The phrasing \u201cWe\u2019re ready when you are\u201d is not pushy. It shows the consumer the brand is listening but isn\u2019t going to force a transaction on their terms. Rather, it\u2019s up to the user to make that final decision.<\/p>\r\n\r\n[caption id=\"attachment_11493\" align=\"alignnone\" width=\"1024\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/complete-your-order-with-google-express\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11493\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-4.40.49-PM-1024x825.png\" alt=\"Contextualized Cart Abandonment\" width=\"1024\" height=\"825\" \/><\/a> <em>This is a simple yet successful example of more inclusive messaging. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Purchases don\u2019t happen in a vacuum. Use your data to understand each user\u2019s buying behavior to inform if any changes have occurred that might line up with impactful current events.<\/p>\r\n<h3>Put Your Products in Action<\/h3>\r\n<p>Developing a deep relationship with and understanding of your customer base requires a level of empathy that many brands don\u2019t currently express, and must put in work to attain.<\/p>\r\n<p>With that in mind, we thought we\u2019d close this list out with a tip that most businesses can implement more quickly. When building out your abandonment campaigns, consider imagery that gives your products a place in the real world.<\/p>\r\n<p>Abandonment campaigns as we often see them\u2014if they include imagery at all\u2014put the abandoned item in a white or black void as if to say, \u201cHere it is. Want it or not?\u201d<\/p>\r\n<p>When considering a purchase, though, users aren\u2019t thinking about the item in a void. There\u2019s a purpose. This purchase will fill a need (let\u2019s be honest, probably a want). Help them see this!<\/p>\r\n<p>Luxury leather goods maker <a href=\"https:\/\/us.mcmworldwide.com\/en_US\/home\" target=\"_blank\" rel=\"noopener noreferrer\">MCM<\/a> leans towards this concept in their abandonment campaign. While they don\u2019t explicitly include the abandoned items in their contextualized imagery, they provide a closer enough approximation that you as the consumer can begin to see yourself walking around town with one of their stylish bags.<\/p>\r\n\r\n[caption id=\"attachment_11494\" align=\"alignnone\" width=\"460\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/did-you-forget-something-2\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11494\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-5.08.01-PM-460x1024.png\" alt=\"Products in Action\" width=\"460\" height=\"1024\" \/><\/a> <em>Contextualized imagery also helps in promoting brand identity. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>As you can see from this MCM example, it doesn\u2019t have to be a direct comparison. As long as the user gets the feel of taking the product off the screen and into their own life, you've achieved success.<\/p>\r\n<h3>Buck the Trends<\/h3>\r\n<p>The abandonment campaign doesn\u2019t have to be rote. The elements outlined in the video above may stay the same, but the ways in which you connect with your customers can be uniquely your own.<\/p>\r\n<p>Taking the time to give your abandonment strategies a refresh shows your customers you are listening and paying attention. Adopt the strategies above, and you\u2019ll catch their attention too.<\/p>\r\n<p><em>Don\u2019t let your campaigns lose their luster. Check out our guide on giving your marketing a red-carpet makeover!<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"Read the Guide: From Drab to Glam\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"3 Ways to Turn the Abandonment Campaign on Its Head","post_excerpt":"We\u2019re going to walk you through 3 ways to flip the script and turn your abandonment campaigns into something unique and memorable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ways-turn-abandonment-campaign-head","to_ping":"","pinged":"","post_modified":"2020-11-19 10:17:58","post_modified_gmt":"2020-11-19 18:17:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11490","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/"},{"ID":11483,"post_author":"35","post_date":"2020-11-18 13:09:11","post_date_gmt":"2020-11-18 21:09:11","post_content":"<p>Millennials have been accused of \u201ckilling\u201d a litany of <a href=\"https:\/\/www.marketwatch.com\/story\/here-are-all-of-the-things-millennials-have-been-accused-of-killing-2017-05-22\" target=\"_blank\" rel=\"noopener noreferrer\">trends, ideas, and even industries<\/a>. Some may be true. Most aren't. We\u2019re not here to pass judgment. Where Millennials\u2014and Gen Z\u2014have had an impact is the customer experience.\u00a0<\/p>\r\n<p>Traditionally the customer experience was seen from a \u201cone for all\u201d mentality. Marketing stayed generic, informal, impersonal. Brands were built on legacy and recognition. Broadcast messages reigned supreme. At best, consumers would see their name in a subject line or at the top of an email. The brand-consumer relationship was conversion-driven.<\/p>\r\n<p>That simply doesn\u2019t cut it for Millennials, Gen Z, and increasingly more from the Generations X and above. Recent years have seen a shift in expectations that brands must adapt to or risk becoming irrelevant.<\/p>\r\n<h3>Marketing as a Conversation<\/h3>\r\n<p>Gone are the days when a business can treat its audience as a single, amorphous entity. Now, there is a desire from consumers for a personal connection with brands they love\u2014one that establishes the consumer as a human with interests, feelings and experiences that inform how they spend their time and money.\u00a0<\/p>\r\n<p>Marketers spend a lot of time persona mapping and <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmenting users<\/a>, categorizing them using pre-defined profile criteria. In doing so, a core element of marketing can be forgotten: marketers are humans too.\u00a0<\/p>\r\n<p>You reading this right now are a human with likes and dislikes. You most likely appreciate when someone takes the time to get to know you\u2014really know you. They ask the right questions, and better yet, they respond to learn more. It\u2019s a back-and-forth where information and value are traded, yes, but it\u2019s meaningful. It\u2019s a conversation.\u00a0<\/p>\r\n<p>This is the experience that today\u2019s consumers expect from brands. One that extends beyond the business aspect of the relationship and touches on the humanity of all involved on both sides of the message. One that takes the traditional customer journey and alters the perspective to actually follow its namesake and focus on the steps the customer has taken to get to this point.<\/p>\r\n<h3>The Marketer\u2019s Evolving Role<\/h3>\r\n<p>But conversations are not typical in marketing\u2014or at least they haven\u2019t been. Much like consumers, brands now have access to numerous channels across devices. From email to push to SMS and beyond, marketers are able to create a customer experience that reaches customers wherever and however they prefer, but these messages are largely one-sided.<\/p>\r\n<p>Marketers have instead invested their time in letting data collection inform campaigns. And it should. However, with the swathe of devices and channels comes a web of data ingestion points that lead to data silos.\u00a0\u00a0<\/p>\r\n<p>Marketers are powerless without their data, but there needs to be a consolidation of that data and a focus on the right data. Quality over quantity, right? That quality, consolidated data needs to be the core driver behind the creation of content and mapping of lifecycle stages. It helps inform more personalized messaging that can be used to spark back-and-forth conversations with users.<\/p>\r\n<p>In driving a conversation with someone, you learn so much more. Customers now wear their values on their sleeves. So much so that these values\u2014whether they be ethical, political, moral, etc.\u2014are defining elements of an individual\u2019s being. Millennials, in particular, even bring their values into their buying behavior, seeking out brands that share their <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener noreferrer\">same values<\/a>.\u00a0<\/p>\r\n<p>To make a stance and share values as a brand has traditionally been seen as a bold move. Today, it\u2019s necessary for establishing an empathetic connection with consumers. As an added bonus, It allows marketers to speak more freely in a more authentic tone that can relate to the audience on a deeper level\u2014a level consumers crave.\u00a0<\/p>\r\n<p>By making this transition to empathy, authenticity and transparency, the marketer is able to break down the walls between business and consumer. Instead creating a customer experience that is built on the desire to understand and contextualize each individual\u2019s perspective.<\/p>\r\n<h3>Customer Experience Made Memorable<\/h3>\r\n<p>The shift towards a personal relationship with users is a lofty goal. There\u2019s no denying that, especially when databases and audiences can grow quickly. To scale with your audience, you have to set yourself up for success with a marketing technology stack prepared to support such a detailed customer experience.\u00a0<\/p>\r\n<p>With that said, it\u2019s all a moot point if the intention is missing. The first step towards reaching the expectations set forth by today\u2019s consumers is displaying the intent to treat them as more than a conversion and highlight the brand as an authentic identity rather than an organization.\u00a0<\/p>\r\n<p>Starting out with genuine intent assures your audience that the values you express are real and your marketing is designed to understand exactly what they want. Which channel do they prefer? What time of day is best for getting their attention? How do they feel about your company and its values? What is going on in the world that might impact their buying behavior? What can we do as a brand to make the customer experience convenient, simple and individualized?<\/p>\r\n<p>These are the questions that show intent to create a customer experience that takes the humanity of the consumer into account. These are the questions that establish a brand as a trusted ally, demonstrating a concerted effort to improve the lives of its customers to the point where they feel like valued guests.\u00a0<\/p>\r\n<p>These are the questions that set your brand up to create a customer experience that is lasting and memorable.\u00a0<\/p>","post_title":"The Key to Crafting a Memorable Customer Experience","post_excerpt":"Shifting consumer expectations have pushed marketers to focus on building deep relationships for a lasting, memorable customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"key-crafting-memorable-customer-experience","to_ping":"","pinged":"","post_modified":"2020-11-18 22:45:18","post_modified_gmt":"2020-11-19 06:45:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11483","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/"},{"ID":11505,"post_author":"7","post_date":"2020-11-18 07:45:42","post_date_gmt":"2020-11-18 15:45:42","post_content":"<p>\u00a0During our virtual Activate Live conference in June, one of our customers, <a href=\"https:\/\/www.linkedin.com\/in\/jadebutler\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jade Kolber<\/a>, Senior Marketing Manager at <a href=\"https:\/\/iterable.com\/customers\/case-study\/99designs\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a>, shared the lessons she\u2019s learned about email deliverability during the commercially-critical time that is the holiday season.\u00a0<\/p>\r\n<p>With the festivities just around the corner, there\u2019s never been a better time to discuss <a href=\"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday email marketing<\/a>. And with over ten years of digital marketing experience, Jade is an expert at surviving and thriving during the busiest time of the year.<\/p>\r\n<p>This year, consumers plan to <a href=\"https:\/\/www.emarketer.com\/content\/consumers-plan-spend-less-on-holiday-gifts-this-year\" target=\"_blank\" rel=\"noopener noreferrer\">spend less<\/a> due to the coronavirus, as safety, health, and financial well-being are their <a href=\"https:\/\/www.retaildive.com\/news\/deloitte-predicts-tepid-to-modest-holiday-sales-growth\/585330\/\" target=\"_blank\" rel=\"noopener noreferrer\">top priorities<\/a>. Given the circumstances, <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">67% of shoppers plan to shop online for gifts, whereas 3% of shoppers plan to shop in-store<\/a>.\u00a0<\/p>\r\n<p>And with the pandemic lingering for the foreseeable future, email marketers must communicate with customers more frequently and with greater transparency.<\/p>\r\n<p>If you\u2019re curious about Jade\u2019s tips on holiday deliverability (and want to know how you can spam-proof your email marketing), then read on!<\/p>\r\n<h3>About 99designs<\/h3>\r\n<p><a href=\"https:\/\/99designs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a> is a global creative platform that connects businesses with designers. It has over 90 design categories\u2014from logos and websites to wine labels and tattoos (and much more).\u00a0<\/p>\r\n<p>Before a new project begins, businesses can either launch a design contest or hire a designer directly for 1:1 collaboration.\u00a0<\/p>\r\n<p>The advantage of working at 99designs? As an email marketing manager, Jade can access an extensive network of talented designers who can create compelling campaigns for her email marketing team.<\/p>\r\n\r\n[caption id=\"attachment_11517\" align=\"alignnone\" width=\"1110\"]<a href=\"https:\/\/links.email.99designs.com\/e\/evib?_t=8276c191798a469d88dfae0dd605a3f8&amp;_m=841lgo6rGiBuoEv7c5uruWbEgZ2S6Tm&amp;_e=1MJOBhCWxxZsNAOZo1uSJPIBG7CiGWgcWLL4fGTYju9rhwzxPA432UPeQ7E-jIUZ9d0Vr8CMwZKxz52Ov0iIBzGx47qdLjPLFTczRVdzSS2T4TyIW94d4X22l0vsKFY1\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11517 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-17-at-7.08.26-PM.png\" alt=\"99designs Cyber Monday email\" width=\"1110\" height=\"1378\" \/><\/a> <em>Click the image to view this Cyber Monday email in all its animated glory! Source: <a href=\"https:\/\/links.email.99designs.com\/e\/evib?_t=8276c191798a469d88dfae0dd605a3f8&amp;_m=841lgo6rGiBuoEv7c5uruWbEgZ2S6Tm&amp;_e=1MJOBhCWxxZsNAOZo1uSJPIBG7CiGWgcWLL4fGTYju9rhwzxPA432UPeQ7E-jIUZ9d0Vr8CMwZKxz52Ov0iIBzGx47qdLjPLFTczRVdzSS2T4TyIW94d4X22l0vsKFY1\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a><\/em>[\/caption]\r\n\r\n<p>Now let\u2019s jump in to share Jade\u2019s six tips to spam-proof your campaigns so you can avoid any last-minute email marketing mistakes and <a href=\"https:\/\/iterable.com\/blog\/deliverability-ghosts-past-present-future\/\" target=\"_blank\" rel=\"noopener noreferrer\">maximize deliverability<\/a> this holiday season.<\/p>\r\n<h3>Six Tips to Spam-Proof Your Holiday Marketing Campaigns<\/h3>\r\n<h4>1. Don\u2019t delay your list hygiene<\/h4>\r\n<p>The health of your subscriber list can make or break your email campaigns. If you wait until the last minute, you run the risk of getting blocklisted and missing out on opportunities for revenue during premier holiday shopping events.\u00a0<\/p>\r\n<p>Start by going through your email list. Identify any soft-bouncing email addresses and remove them, as holding onto them can affect your email performance and damage your <a href=\"https:\/\/iterable.com\/blog\/dos-and-donts-deliverability-holidays\/\" target=\"_blank\" rel=\"noopener noreferrer\">sender reputation<\/a>.<\/p>\r\n<p>Another way to gauge your list hygiene is to analyze low-performing signup sources. Is your newsletter signup email simple and easy to navigate? Is the CTA action-oriented or value-driven? Take stock of the elements that require fine-tuning and make changes accordingly.<\/p>\r\n<p>Additionally, you can consider double opt-in (DOI) to filter out inactive subscribers. But here\u2019s a <a href=\"https:\/\/iterable.com\/blog\/4-reasons-dont-need-double-opt-in\/\" target=\"_blank\" rel=\"noopener noreferrer\">caveat<\/a>: Adding another step in confirmation emails <a href=\"https:\/\/www.litmus.com\/blog\/single-opt-in-vs-double-opt-in-case-for-soi\/\" target=\"_blank\" rel=\"noopener noreferrer\">reduces subscription confirmations by nearly 40%<\/a>, so invest in <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">email deliverability services<\/a> before committing to any drastic actions to keep your list both healthy and profitable.\u00a0<\/p>\r\n<h4>2. Audit subscribe forms and add reCAPTCHA<\/h4>\r\n<p>Bots can easily sign up using fake email addresses and compromise the integrity of your list. To protect your business from these bots, add <a href=\"https:\/\/developers.google.com\/recaptcha\/docs\/versions\" target=\"_blank\" rel=\"noopener noreferrer\">visible or invisible reCAPTCHA<\/a> in your subscribe forms.<\/p>\r\n<p>Visible reCAPTCHA is considered the easiest to integrate for an added layer of security. Your user simply marks the \u2018I\u2019m not a robot\u2019 checkbox to verify they\u2019re not a malicious bot.\u00a0<\/p>\r\n<p>On the other hand, invisible reCAPTCHA takes place via a JavaScript API, making it even easier for your user to sign up for your list.<\/p>\r\n<h4>3. Choose list quality over quantity<\/h4>\r\n<p>Amassing thousands and even millions of subscribers looks great on the surface.\u00a0<\/p>\r\n<p>However, <a href=\"https:\/\/iterable.com\/blog\/distracted-wrong-email-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">focusing on list size without the context of growth or engagement<\/a> only gives you the illusion of success because a large list in and of itself doesn't necessarily translate into conversions.\u00a0<\/p>\r\n<p>In fact, according to the <a href=\"https:\/\/kk.org\/thetechnium\/1000-true-fans\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cTrue Fans\u201d ideology<\/a>, it only takes 1,000\u2014<a href=\"https:\/\/a16z.com\/2020\/02\/06\/100-true-fans\/\" target=\"_blank\" rel=\"noopener noreferrer\">or even 100<\/a>\u2014diehard loyal customers who will buy anything you sell and shout your praises from the highest mountaintops for your business to achieve massive success. A smaller but more engaged audience can bring you closer to your marketing goals.\u00a0<\/p>\r\n<h4>4. Don\u2019t take it personally<\/h4>\r\n<p>It's hard not to take things personally when you run into deliverability challenges, especially if you inherited the list without the responsibility of growing it.\u00a0<\/p>\r\n<p>The truth is, email faux pas happen all the time. Sometimes things beyond your control wreak havoc on your campaigns.\u00a0<\/p>\r\n<p>What's more important is that you learn from the experience and practice proactive quality control\u2014rather than damage control\u2014on your list.\u00a0<\/p>\r\n<h4>5. Form a good relationship with your providers<\/h4>\r\n<p>If you haven\u2019t done so already, start building rapport with your email service provider. Email deliverability issues are highly nuanced, and resolution times can vary depending on its complexity.\u00a0<\/p>\r\n<p>A strong relationship with your customer success team can accelerate the resolution time and help you meet your goals.\u00a0<\/p>\r\n<h4>6. Trust in your subscriber community and make them your priority<\/h4>\r\n<p>When you're caught up in the campaign building process, you may forget that there's a person behind every email address on your list.\u00a0<\/p>\r\n<p>But remember: your subscribers are your bread and butter.\u00a0<\/p>\r\n<p>If things go south, <a href=\"https:\/\/iterable.com\/blog\/email-forever-5-tips-build-long-term-brand-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">break away from the transactional mindset<\/a> and communicate with them openly and honestly. <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Humanize<\/a> your campaign as much as possible.\u00a0<\/p>\r\n<p>People can detect empathy and authenticity in your messages, and when you demonstrate those characteristics, they\u2019re more likely to <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">remain loyal<\/a> to your brand.\u00a0<\/p>\r\n<h3>The Spam-Proof Is in the Holiday Pudding<\/h3>\r\n<p>Despite its name, \"spam-proof\" doesn't mean fool-proof, and email mishaps can\u2014and do\u2014happen even to the best marketing teams. But you can mitigate them during this prime holiday shopping season by following these six tips from Jade Kolber at 99designs, before launching a major promotional campaign.\u00a0<\/p>\r\n<p>In doing so, you\u2019re delivering more than just amazing Black Friday or Cyber Monday deals in people\u2019s inboxes; you\u2019re also keeping your reputation (and ROI) intact.\u00a0<\/p>\r\n<p><em>Have even more holiday deliverability questions? <a href=\"https:\/\/iterable.com\/blog\/top-10-holiday-deliverability-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the recap of our recent AMA<\/a> in the Iterable Community or <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">contact our Deliverability Services team<\/a> of experts.<\/em><\/p>","post_title":"6 Last-Minute Tips to Spam-Proof Your Holiday Campaigns","post_excerpt":"Jade Kolber from 99designs shares six tips to spam-proof your email campaigns so you can maximize deliverability this holiday season.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-last-minute-tips-spam-proof-holiday-campaigns","to_ping":"","pinged":"","post_modified":"2020-11-18 07:47:05","post_modified_gmt":"2020-11-18 15:47:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11505","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/6-last-minute-tips-spam-proof-holiday-campaigns\/"},{"ID":11484,"post_author":"7","post_date":"2020-11-17 07:43:15","post_date_gmt":"2020-11-17 15:43:15","post_content":"<p><em><a href=\"https:\/\/ansira.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ansira<\/a> is an independent, global marketing technology and services firm that believes in transparent partnerships to meet clients where they are on their customer experience journey.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn how to improve your customer experience this holiday season and beyond.<\/em><\/p>\r\n<p>The 2019 holiday season was one for the record book, with a lot of firsts:<\/p>\r\n<ul>\r\n\t<li>The first-ever trillion-dollar holiday season, with <a href=\"https:\/\/content-na1.emarketer.com\/us-holiday-review-2019\" target=\"_blank\" rel=\"noopener noreferrer\">total retail spending up 3.7%<\/a>.<\/li>\r\n\t<li>Cyber Monday sales <a href=\"https:\/\/www.emarketer.com\/content\/us-holiday-review-2019\" target=\"_blank\" rel=\"noopener noreferrer\">topped $9.4B, growing 20% YOY<\/a>, and earning its place as the heaviest online spending day in history.<\/li>\r\n\t<li>Consumers spent a record-breaking <a href=\"https:\/\/www.digitalcommerce360.com\/2019\/11\/27\/online-holiday-sales-hit-50-billion-as-smartphone-sales-soar\/\" target=\"_blank\" rel=\"noopener noreferrer\">$50B+ via smartphones<\/a>, 37% more than the 2018 holiday season and representing 84% of 2019 online growth.<\/li>\r\n\t<li>Plus, Christmas Day <a href=\"https:\/\/multichannelmerchant.com\/ecommerce\/u-s-holiday-ecommerce-a-record-142b-every-day-over-1b\/\" target=\"_blank\" rel=\"noopener noreferrer\">exceeded $1B in sales<\/a> for the first time.<\/li>\r\n<\/ul>\r\n<p>What made 2019 such a record-setting holiday season? In part was the booming economy. Also, because of the shortened calendar, many retailers kick-started their holiday marketing early. The 5-day period between Thanksgiving and Cyber Monday saw <a href=\"https:\/\/squareup.com\/us\/en\/townsquare\/growth-in-bopis\" target=\"_blank\" rel=\"noopener noreferrer\">record growth in Buy-Online-Pickup-In-Store (BOPIS) purchases, up 35% YOY<\/a>.<\/p>\r\n<p>Interestingly, weather was also an important factor: On Black Friday, states that recorded more than 2 inches of snow <a href=\"https:\/\/techcrunch.com\/2019\/12\/03\/cyber-monday-on-track-to-deliver-9-4b-in-u-s-online-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">saw a 7% increase in online sales<\/a>. All this to say that 2020 holiday sales have some big shoes to fill!<\/p>\r\n<p>If historical sales numbers didn\u2019t set the bar high enough, we are still smack dab in the middle of a fluctuating, nebulous trifecta of social, health and political unrest that is causing unpredictable changes (and limitations) in consumer mobility and challenging brands\u2019 economic resilience.<\/p>\r\n<p>It probably does not need to be said that the shift to digital commerce, which was already challenging brick-and-mortar sales, was <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">accelerated at breakneck speed due to COVID<\/a>.<\/p>\r\n<p>That\u2019s not to say that brick-and-mortar shops are out entirely (they still drove the majority of 2019 holiday spending) but even if we don\u2019t have additional lockdowns, it\u2019s fair to say that COVID has ushered in new digital behaviors and consumer expectations that even tech-resistant groups have embraced.<\/p>\r\n<h3>What to Expect This Holiday Season<\/h3>\r\n<p>Looking ahead to the 2020 holiday season, Deloitte forecasts that <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/about-deloitte\/articles\/press-releases\/a-tale-of-two-holiday-seasons-as-a-k-shaped-recovery-model-emerges-consumer-spending-heavily-bifurcated.html\" target=\"_blank\" rel=\"noopener noreferrer\">holiday retail sales will likely increase<\/a> between 1% and 1.5%, with e-commerce sales growing by 25-35% YOY, compared to 14.7% growth in 2019.<\/p>\r\n<p>However, Deloitte also lays out <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/about-deloitte\/articles\/press-releases\/a-tale-of-two-holiday-seasons-as-a-k-shaped-recovery-model-emerges-consumer-spending-heavily-bifurcated.html\" target=\"_blank\" rel=\"noopener noreferrer\">two very different holiday scenarios<\/a> that could play out and drive higher or lower results, depending on consumer confidence:<\/p>\r\n<ul>\r\n\t<li><strong>Scenario 1<\/strong>: Consumers continue to feel anxious about health and finances and spend less on holiday in order to reserve funds for essential items.<\/li>\r\n\t<li><strong>Scenario 2<\/strong>: Consumers\u2019 confidence levels rise and money saved from cutting travel and limiting experiences are funneled toward holiday gifts.<\/li>\r\n<\/ul>\r\n<p>eMarketer forecasts an even bigger <a href=\"https:\/\/content-na1.emarketer.com\/holiday-shopping-2020?ecid=dfda7bcd4b86471fba0d362c1f4a962e\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce growth of 35.8%<\/a>, representing an incremental $50.19B over last year, crediting mobile media, mobile retail app experiences and mobile checkout as the biggest drivers.<\/p>\r\n<p>Hopefully, retailers have resolved some important digital infrastructure elements that surfaced early-on in the pandemic and are prepared for larger online browsing volume, responding to supply chain issues, expanded purchase options and virtual shopping experiences. These are going to be crucial for smaller retailers competing with giants like Amazon, Walmart, Target and Best Buy.<\/p>\r\n<p>The <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">cost-conscious consumer<\/a> will be looking to stretch their holiday dollars through promotions, coupons, sales and savings on shipping costs. This is where data will play a huge role and brands will do well to attempt to profile, model or segment the cost-conscious shopper needing a discount, from the last-minute spender who might not.<\/p>\r\n<p>Optimizing when, where and to whom to extend discount offers will help retain as much margin as possible in a time where shipping costs and delivery surcharges are on the rise. <a href=\"https:\/\/www.nytimes.com\/2020\/10\/16\/technology\/holiday-shipageddon.html\" target=\"_blank\" rel=\"noopener noreferrer\">According to the NYT<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\"Parcel companies like FedEx and UPS already struggle to handle extra orders each holiday season, and they\u2019re expecting Christmas 2020 to stretch them to the limits. To try to discourage deliveries they can\u2019t handle, the delivery companies have announced larger-than-usual additional fees for larger retailers during the holiday.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>What does that mean for retailers? That\u2019s the question <a href=\"https:\/\/www.retaildive.com\/news\/5-retail-holiday-predictions-for-2020\/587069\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ray Wimer, professor of retail practice at Syracuse University, is asking<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\"Are you going to all of a sudden pass that off? Because we do know from past that customers abandon when they see they're being charged the shipping costs. So I would think that retailer is going to take on that cost, which further lowers margin.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>At Ansira, we take a customer-centric approach, not only to data and personalization but also to experiences. We believe customer experience (CX) is everything, and that is of increased importance around the holidays when timing is of essence, stresses are heightened, and more customers may be shopping with your brand for the first time.<\/p>\r\n<p>So, we\u2019ve pulled together three things (few but mighty) to focus on NOW to improve experiences this holiday season and throughout 2021.<\/p>\r\n<h4>1. Get to know your audiences<\/h4>\r\n<p>We perform Needs State Analyses using a combination of big data and small data; first-party data and a synthesis of secondary research. First-party analysis will help identify key behaviors that naturally create breaks or segments of customers in the data. That leads to various hypotheses that we try to validate through primary research, getting to the \u201cwhy,\u201d not just the \u201cwhat.\u201d<\/p>\r\n<p>Our customers\u2019 needs states are mapped along a spectrum that is usually focused on a sense of urgency or range of pain points. However, it depends a lot on what the brand is trying to solve for the customer.<\/p>\r\n<p>It is possible to do a quick-and-dirty version of a Needs State Analysis! For the holidays, you are likely to have <strong>four basic consumer groups<\/strong>, identified by historical transactional data:<\/p>\r\n<ol>\r\n\t<li>Gifters (only buy around the holidays)<\/li>\r\n\t<li>First-time Buyers<\/li>\r\n\t<li>Infrequent Shoppers<\/li>\r\n\t<li>Loyal Customers<\/li>\r\n<\/ol>\r\n<p>Put yourself in each of these consumers\u2019 shoes and create a matrix of their functional needs, emotional needs, activities, triggers and key motivators. To impact this holiday season, focus first on your <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">highest value segments<\/a>.<\/p>\r\n<p>For illustration, we\u2019ll focus on Gifters.<\/p>\r\n<p>They could be on a spectrum of the <strong>type<\/strong> of Gifters:<\/p>\r\n<ul>\r\n\t<li>Last-minute\/Oops Gifter<\/li>\r\n\t<li>Prepared Gifter (who shops all year long)<\/li>\r\n\t<li>Unique Gifter (who loves to give special gifts; they take pride in it)<\/li>\r\n\t<li>Get-This-Over-With Gifter (who will probably buy a gift card, candle or picture frame for everyone on their list)<\/li>\r\n<\/ul>\r\n<p>If you have the luxury of appending additional third-party data, you can not only validate your need-state hypotheses, but you can dimensionalize them even further with an understanding of their household information, specific barriers, lifestyle attributes as well as media habits and behaviors.<\/p>\r\n<p>For example, our friends at Resonate looked at Black Friday and Cyber Monday shoppers and <a href=\"https:\/\/www.resonate.com\/blog\/socially-distant-santa-heres-your-holiday-shopping-2020-preview\/\" target=\"_blank\" rel=\"noopener noreferrer\">found the following insights<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\"Those shoppers are 29% more likely to rely on delivery service rather than in-person shopping. 59% are avoiding physical stores to a moderate extent, while 35% are avoiding physical stores to a large extent. However, one of their top values is obeying laws and fulfilling obligations, which means they\u2019ll likely follow your in-store COVID precautions\u2014and, as our data tells us, they will expect you to have those in place.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>2. Perform a Customer Experience Audit<\/h4>\r\n<p>Once you know your audiences, assess and document successes and gaps or friction points in the current experience through the lens of each audience segment by performing a Customer Experience Audit.<\/p>\r\n<p>This exercise is typically driven by a business need or challenge, but the evaluation of each interaction is done through the eyes of the customer. The goal is to ensure you are offering personalized experiences across touchpoints that ultimately drive results for the brand.<\/p>\r\n<p>Continuing to use our Gifter audience as an example, during the holidays you may want to increase their average order value. Therefore, you could select a channel, like your website, and map the path to purchase from:<\/p>\r\n<p><strong>Browsing \u2192 to adding to cart \u2192 to check-out \u2192 and post-visit communications<\/strong><\/p>\r\n<p>You may have to separately map mobile or app experiences and don\u2019t forget to also note potential negative paths, like <a href=\"https:\/\/iterable.com\/blog\/avoid-mistakes-cart-abandonment\/\" target=\"_blank\" rel=\"noopener noreferrer\">cart abandonment<\/a>. You will visually capture each experience and scrutinize each step for barriers a customer may encounter.<\/p>\r\n<p>When you view through the lens of our Gifter audience, and account for actions, mindsets, emotional needs, and functional needs from our Needs State Analysis, you will start to see where there are gaps or opportunities to personalize the experience with messaging, content and offers targeted to the Gifter.<\/p>\r\n<p>To learn more about how to do a full CX audit, <a href=\"https:\/\/ansira.com\/insights\/blog\/identifying-critical-gaps-in-your-customer-experience-cx\/\" target=\"_blank\" rel=\"noopener noreferrer\">read our blog post<\/a>.<\/p>\r\n<p>For the 2020 holidays, prioritize mobile and web experiences for segments with the biggest growth opportunities.<\/p>\r\n<h4>3. Data is the fuel required for the experience engine to run!<\/h4>\r\n<p>Data determines the segments for your Needs State Analysis, helps define which experiences to assess and the order in which gaps and opportunities are prioritized. Most importantly, data is crucial for driving personalized communications.<\/p>\r\n<p>It is a given that you are tracking sales, but what about the following?<\/p>\r\n<ul>\r\n\t<li>Are you looking at email opt-ins and marketing engagement?<\/li>\r\n\t<li>Do you monitor average order value across lifecycle segments and purchase channels?<\/li>\r\n\t<li>Is your product catalog set up to be able to promote commonly gifted items to your Gifter audience?<\/li>\r\n\t<li>Do you need to heavy up media in your social channels for our now, and activate local messaging closer to the holidays?<\/li>\r\n\t<li>Do you have test plans in place for content and offers throughout the journey<\/li>\r\n\t<li>Do you know which customers are comfortable shopping in store (and what location is their nearest store) and which prefer to shop online?<\/li>\r\n<\/ul>\r\n<p>All these data points should help inform the timing, channel, messaging, content and frequency for your marketing communications to stay top of mind and meet your holiday goals and beyond.<\/p>\r\n<p>It\u2019s okay if you don\u2019t have your data tagged to track and monitor all these things now, but consider putting a <a href=\"https:\/\/ansira.com\/capabilities\/analytics-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">Data Taxonomy Audit<\/a> on your roadmap; it will go a long way in supporting marketing automation in the future. In fact, we would recommend adding all three steps to your roadmap.<\/p>\r\n<p>The biggest drivers of this holiday season are going to be e-commerce growth, so even if automated, cross-channel personalization isn\u2019t a current capability, testing personalized messages, even if just for 1-2 segments and utilizing as many digital channels as possible is guaranteed to drive results.<\/p>\r\n<p><em>Ansira designs relevant, persuasive experiences for all the right moments; strengthening relationships, cultivating brand loyalists, and assuring profitable client growth. Teams operating across the U.S., Europe, South Asia, and Oceania, arm brands and their channel sales ecosystems with digital offerings, channel partner marketing technology and services, and local marketing technology to make these experiences possible. For more information, visit <a href=\"https:\/\/ansira.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ansira.com<\/a>.<\/em><\/p>","post_title":"A 3-Step Customer-Centric Approach to the Holidays and Beyond","post_excerpt":"In this guest post, the experts at Ansira discuss 3 things to focus on now to improve your customer experience during the holidays and throughout 2021.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-step-customer-centric-approach-holidays","to_ping":"","pinged":"","post_modified":"2020-11-17 07:43:15","post_modified_gmt":"2020-11-17 15:43:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11484","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-step-customer-centric-approach-holidays\/"},{"ID":11462,"post_author":"7","post_date":"2020-11-13 07:35:01","post_date_gmt":"2020-11-13 15:35:01","post_content":"<p>How does COVID-19 impact my strategy for holiday sending this year? What happens if I increase my sending volume just for the holidays? How can I best prepare myself for Black Friday and Cyber Monday?<\/p>\r\n<p>With the holiday season quickly approaching, you might find that you're asking yourself these types of questions, but fear not, our in-house team of deliverability experts recently answered the ones that stumped you the most in this week's \"Ask Me Anything\" on holiday deliverability in the <a href=\"https:\/\/community.iterable.com\/discussion\/1000\/the-deliverability-during-the-holidays-ask-me-anything-has-ended-check-out-the-conversation\/p1\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a>.<\/p>\r\n<p>The questions we received were too good to reserve only for our customers, so read on to meet our team and learn the answers to the top ten!<\/p>\r\n<h3>Meet the Team<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-11468\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Deliverability-Team.png\" alt=\"Deliverability Team headshots\" width=\"800\" height=\"257\" \/><\/h4>\r\n<h4>Brian Curry, Sr. Email Deliverability Consultant (left)<\/h4>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/bcurry5\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brian Curry<\/a> has been working in the email deliverability space for nearly a decade now. After running his own deliverability team in the past, he was ecstatic to join Iterable\u2019s Deliverability Team in mid-2019. If you enjoy the sunshine and an ice-cold IPA beer, well then, you just might become best friends with Brian.<\/p>\r\n<h4>Quincy Johnston, Sr. Email Deliverability Consultant (center)<\/h4>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/quincy-johnston-ab2b1922\/\" target=\"_blank\" rel=\"noopener noreferrer\">Quincy Johnston<\/a> is a Senior Email Deliverability Consultant at Iterable. She has spent the past seven years focused on email deliverability, advising clients across all verticals and industries.<\/p>\r\n<p>Quincy is passionate about helping clients better understand what their data is telling them and making it actionable via custom recommendations; troubleshooting inbox performance issues; providing thought leadership through ongoing email ecosystem education; and strategizing on email programs to meet targets and goals. She is a current member of M3AAWG.<\/p>\r\n<p>When not at work, Quincy loves to take advantage of the Colorado outdoors and attending Rockies games and a number of sporting events with her kids.<\/p>\r\n<h4>Seth Charles, Principal Email Deliverability And Industry Relations Manager (right)<\/h4>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/seth-charles-08058457\/\" target=\"_blank\" rel=\"noopener noreferrer\">Seth Charles<\/a> has established himself as a veteran in the email marketing and deliverability space for more than ten years now and has been the Head of Iterable\u2019s Deliverability team since early 2019. Also, as a sixth-generation Coloradan, he always enjoys being outside with his wife and three kids (especially if it involves a golf course) and thinks John Elway should be the Emperor of Colorado.<\/p>\r\n<h3>Ask Me Anything: Your Top 10 Holiday Deliverability Questions<\/h3>\r\n<h4>1. What is the most common cause of deliverability issues during a high volume time, like the holiday season?<\/h4>\r\n<p><strong>Brian<\/strong>: The most common things we tend to see are issues tied directly to drastically changing your sending behavior in a short period of time.<\/p>\r\n<p>This can include dipping way back into the database to less engaged users and increasing send volume significantly, increasing the amount of emails recipients are getting causing them to complain, and not carefully planning out how to stagger sends out to avoid looking \u201csuspicious\u201d to the mailbox providers, because the send volume, pattern and quality of data is different.<\/p>\r\n<h4>2. What are the steps to take if we notice deliverability issues?<\/h4>\r\n<p><strong>Seth<\/strong>:<\/p>\r\n<ol>\r\n\t<li>Understand if the issues are specific to one or a couple of mailbox providers so you know where the primary problems are\u2014 one domain could mean a specific reputation issue there, multiple could mean that a third-party filtering or blocklisting network has flagged your infrastructure.<\/li>\r\n\t<li>Attempt to understand WHY. This is commonly overlooked by senders. Typically, it is due to complaints or aggressive segmentation. If your complaint rate is consistently above .08%-.1%, you're headed for trouble. Review your segmentation parameters for those platforms. Are you sending to recipients that have recently (within 30-60 days) engaged with your email content? Any address that has opened within a year? Any address you've ever collected? Focus sends for a week or two to those that have engaged to see if that can start to ease the issues seen.<\/li>\r\n\t<li>Regular delisting processes, whether it's an online form, etc. (if applicable).<\/li>\r\n\t<li>Watch for improvements in the various reputation monitoring tools available, but most importantly in your organic mail performance to confirm if you're on the right track.<\/li>\r\n<\/ol>\r\n<h4>3. What's the best approach to incorporate subscribers into my holiday sends if they haven't engaged since the previous holiday season without impacting deliverability?<\/h4>\r\n<p><strong>Quincy<\/strong>:<\/p>\r\n<ol>\r\n\t<li>Review last engagement, sending past 365 days of no engagement can be risky and impact filtering.<\/li>\r\n\t<li>Define the threshold for inactivity and send a campaign that will allow subscribers to opt-back into the marketing messages; if the subscriber does not engage, do not target them during the holidays.<\/li>\r\n\t<li>Of the volume that has not engaged in 6 months, 8 months, or longer, slowly increase volume. Spiking volume can trigger filtering, throttling or blocks to occur.\u00a0<\/li>\r\n<\/ol>\r\n<p>During the holidays or throughout the year, sending to an inactive or unengaged audience can damage your sender reputation and impact inbox placement. Mailbox providers are monitoring subscribers' behavior with brands to determine whether this is this mail they are expecting or wanting, based on activity, like Opens\/Clicks vs. Complaints or no action.<\/p>\r\n<h4>4. Does staggering sends throughout the day help with delivery?<\/h4>\r\n<p><strong>Brian<\/strong>: Absolutely yes. There is a lot of volume sending in the ecosystem during the holiday season and that causes a lot of rate limiting and throttling from the mailbox provider side.<\/p>\r\n<p>The spam filtering logic at the various mail systems has to decipher very quickly what is \u201cgood\u201d and \u201cbad\u201d traffic, and each system has limitations on how much they can accept at any given time.<\/p>\r\n<p>Breaking up sends over a few hours and not sending at the top of the hour or 5 minutes past is also a really good idea to stay away from where the bulk of the volume is coming in.<\/p>\r\n<h4>5. Rule of thumb for Black Friday\/Cyber Monday weekend: How many emails is \"too many\" for your most engaged email list?<\/h4>\r\n<p><strong>Seth<\/strong>: Great question, and the answer will vary from sender to sender. It is obviously common for an \"engaged\" (and maybe even a few not so engaged) recipients to get an email every day during that weekend. Now, assuming that you're referring to several emails each day, that could get tricky.<\/p>\r\n<p>I personally feel that anything more than two messages per day could feel a little pushy, so I would typically advise senders to send around that to their most engaged users. Keep in mind that mailbox providers are on high alert for abuse and the inbox is incredibly crowded during this time, so put the focus on sticking out with relevance instead of frequency.<\/p>\r\n<h4>6. If you usually have several planned sends (over a variety of topics), would you recommend combining them for the most impact or continuing with the normal number of sends (to try to get noticed in a busy inbox)?<\/h4>\r\n<p><strong>Quincy<\/strong>: To avoid subscriber fatigue, it is best to minimize the number of sends per day. If it makes sense for your brand, rolling up into a \"digest\" format is a great approach. During the holidays this can be helpful, because there is a fight to get to the inbox, furthermore to be noticed.<\/p>\r\n<h4>7. If image-to-text ratio is a thing, then why do so many marketers use all images in their emails? Do you think they are just not looking at their deliverability?<\/h4>\r\n<p><strong>Brian<\/strong>: It is a thing, but not as big as a thing as it once was. The reason all-image emails can look \"suspicious\" is that spammers\/bad actors sometimes try to avoid any text-based filtering algorithm and hide behind the images to get an unsuspecting user to click where the image is linked.<\/p>\r\n<p>In terms of why marketers may do all-image emails, it could be a mix of not paying close attention to deliverability\/potential content filtering and focusing more on creative designs of their emails and feeling their recipients respond better to image-based emails.<\/p>\r\n<p>I always like to advise to have a good mix of images and text because it will give the spam filtering system a chance to evaluate and know you are a legitimate sender. As always, it is a good idea to test different types of email content out and see what your recipients engage with the most.<\/p>\r\n<h4>8. How can we get out of the promo tab in Gmail? Does asking users to add us to their address book really work? If so, is there a one-click URL we can use to do this?<\/h4>\r\n<p><strong>Seth<\/strong>: Is the content promotional? Most senders that don't want their content being sent to the promotional tab are sending....wait for it....promotional content.<\/p>\r\n<p>So first, ask yourself if you're sending anything except one-to-one communication (like to your friend) or truly transactional, like purchase confirmations. That notwithstanding, if a user adds you to their safe senders list, that can have an impact.<\/p>\r\n<p>But keep in mind, Google modifies its filtering models several times a day and what happened yesterday won't necessarily be what happens today or tomorrow.<\/p>\r\n<h4>9. In your opinion, what's the most impactful thing brands should do to ensure deliverability during the holidays?<\/h4>\r\n<p><strong>Brian<\/strong>: When thinking about email deliverability and how spam filtering works, to me, it comes down to really being careful and mindful about your recipients and quality of data. Being relevant and honoring the recipients' expectations and not over mailing is key too.<\/p>\r\n<p>In the realm of data quality, making sure to really analyze how engaged the recipient base is, keep the email sends to a more engaged cohort, and minimize older data where you can. Lastly, send in a consistent manner that does not look suspicious to mailbox providers and spam filtering mechanisms.<\/p>\r\n<h4>10. What are the best tools to monitor your deliverability?<\/h4>\r\n<p><strong>Quincy<\/strong>: There are several tools within the ecosphere that can be leveraged to help provide insight:<\/p>\r\n<ol>\r\n\t<li>Iterable Insights: dashboards and reporting (opens, clicks, unsubscribes, etc.)<\/li>\r\n\t<li>Campaign level data<\/li>\r\n\t<li>Gmail Postmaster and Microsoft SNDS Postmaster tools to monitor for reputation health<\/li>\r\n\t<li>Deliverability tools: Validity, Inbox and Reputation<\/li>\r\n<\/ol>\r\n<h3>Want to Learn More From Our Experts?<\/h3>\r\n<p>One of the many benefits of using the Iterable platform is that Brian, Quincy and Seth would be your dedicated partners so you can tackle all your holiday deliverability challenges and arrive in the inbox as intended.<\/p>\r\n<p>Read more about our <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Deliverability Services<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\" target=\"_blank\" rel=\"noopener noreferrer\">contact us<\/a> if you're interested in working with the best deliverability team in town!\u00a0<\/p>","post_title":"Iterable AMA Recap: Your Top 10 Holiday Deliverability Questions","post_excerpt":"Our team of experts hosted an \"Ask Me Anything\" on holiday deliverability in the Iterable Community. Here are their answers to the top 10 questions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-10-holiday-deliverability-questions","to_ping":"","pinged":"","post_modified":"2020-11-13 07:35:01","post_modified_gmt":"2020-11-13 15:35:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11462","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-10-holiday-deliverability-questions\/"},{"ID":11450,"post_author":"10","post_date":"2020-11-11 09:27:17","post_date_gmt":"2020-11-11 17:27:17","post_content":"<p>Remember those \u201cchoose your own adventure\u201d books from your childhood? The ones where you would be presented with a choice to take different actions and then flip the page corresponding to your particular choice? Those were great!<\/p>\r\n<p>But think about this\u2014how weird would it be if you flipped to a certain page only to find that the story had no relation to where you left off? That type of continuity between experiences is exactly what we\u2019ll be talking about today.<\/p>\r\n<p>Inside every marketing journey lies a bridge between your customers' input and your own marketing output. When the journey is connected, the story makes sense! But, when your customers\u2019 pasts are misaligned with the present, the experience breaks down.<\/p>\r\n<p>And for brands, more often than not, that\u2019s where that customer\u2019s story ends.<\/p>\r\n<h3>Connecting All the Dots<\/h3>\r\n<p>Marketers are the designated storytellers of our respective brands, and the onus is on us to tell good ones! But what we\u2019re prone to forgetting is that the story isn\u2019t about us\u2014it\u2019s about each one of our customers. Though we\u2019ve worked hard to <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">chart the best path<\/a> for them, customers actively choose their own adventures.<\/p>\r\n<p>In this situation, our role is to keep their story going. We need to think holistically about their different experiences and help them reach the next leg of their journey. Everything from strategy, to content, to timing, and much more. It\u2019s a lot to consider when going at it alone...<\/p>\r\n<p>Enter: the trusty sidekick, data.<\/p>\r\n<p>Though your customer is the hero, their data is a crucial driver of the journey\u2014the Watson to their Holmes, if you will. Key interaction details contained inside customer engagement data help us automatically decide how to best complement their evolving journeys.<\/p>\r\n<p>Mastering the manipulation of data to tell an incredible customer story is how brands win loyalty for life.<\/p>\r\n<h3>Pursuing Personalization<\/h3>\r\n<p>For those following along at home, this marks the third installment of our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 pillars of personalization<\/a>:<\/p>\r\n<ul>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li><strong>Workflow Building<\/strong><\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ul>\r\n<p>The path to personalization began with <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Segmentation<\/a> and was followed by <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lifecycle Mapping<\/a>. Now, as we venture down the latter half of the path, we\u2019re excited to unveil an insider\u2019s look at the third pillar: Workflow Building.<\/p>\r\n<h3>Introducing Our Workflow Building Playbook<\/h3>\r\n<p>Inside our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a>, we break down the components of building successful customer messaging workflows inside your email service provider (ESP). To accomplish this, brands must take four specific steps if they hope to engage in the ways their customers <em>actually<\/em> want.<\/p>\r\n<p>The full playbook is <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">available for download here<\/a>, but keep reading for a sneak preview of what\u2019s inside!<\/p>\r\n<h4>The 4 Building Blocks of a Customer Messaging Workflow<\/h4>\r\n<p>Let\u2019s talk about what you can do when building a <strong>customer messaging workflow<\/strong>, which we define as the written communications between your brand and a customer.<\/p>\r\n<p>There are four building blocks of a customer messaging workflow, which include:<\/p>\r\n<ol>\r\n\t<li>Enter\/Exit Criteria<\/li>\r\n\t<li>Timing<\/li>\r\n\t<li>Actions<\/li>\r\n\t<li>Filters<\/li>\r\n<\/ol>\r\n<p>To make it easy to follow along, we\u2019ll walk through a hypothetical example of a reactivation email workflow from Iterable customer <a href=\"https:\/\/iterable.com\/customers\/case-study\/bloomon\" target=\"_blank\" rel=\"noopener noreferrer\">bloomon<\/a>, an online floral service based out of the United Kingdom.<\/p>\r\n<h4>1. Enter\/Exit Criteria<\/h4>\r\n<p>The first building block is Enter\/Exit criteria, which is how a user enters and leaves the customer messaging workflow in question.<\/p>\r\n<p>Before we dig into the specifics, let\u2019s briefly recap the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">first installment of our Pillars of Personalization<\/a> series on user segmentation. We covered the four steps of building and testing out your brand\u2019s perfect audience segment, which are:<\/p>\r\n<ol>\r\n\t<li>Reflect and visual your ideal customer<\/li>\r\n\t<li>Select your data points<\/li>\r\n\t<li>Build and send a test campaign<\/li>\r\n\t<li>Report progress weekly<\/li>\r\n<\/ol>\r\n<p>So assuming the bloomon team followed similar steps, they would discover that their perfect audience segment would consist of customers who have made a one-time purchase in the past\u2014but have yet to sign up for a subscription plan to regularly receive flower arrangements.<\/p>\r\n<p>Since bloomon is using Iterable, the company can use a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115003156546\" target=\"_blank\" rel=\"noopener noreferrer\">trigger in its reactivation workflow<\/a> that only brings in users who:<\/p>\r\n<ul>\r\n\t<li>Made a purchase but haven\u2019t returned in 90 days<\/li>\r\n\t<li>Opened or clicked on a promotional campaign<\/li>\r\n\t<li>Viewed the flower subscription page on bloomon\u2019s website<\/li>\r\n<\/ul>\r\n<p>However, no customer wants to receive reactivation emails forever. So it\u2019s just as important to determine when users will leave or exit the reactivation workflow. In this case, bloomon may set a trigger that removes users from the workflow when they:<\/p>\r\n<ul>\r\n\t<li>Unsubscribe from promotional emails or the list altogether<\/li>\r\n\t<li>Fail to open the last five emails<\/li>\r\n\t<li>Have little to no activity on bloomon\u2019s website<\/li>\r\n<\/ul>\r\n<p>The number of workflow triggers can be endless, based on your ESP\u2019s ability to incorporate triggers from external data points, like adding an item to a shopping cart or making a purchase. But regardless of the tool, it\u2019s always a good idea to determine how users are going to enter and exit your messaging workflow.<\/p>\r\n<p><em>This is just a sneak peek of what\u2019s in the full playbook. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Download now<\/a> and learn all about the other three steps needed to solve the workflow riddle. See how the bloomon example pans out and learn how other Iterable customers are putting this same methodology to work.<\/em><\/p>\r\n<h3>Workflow Building Like the Pros<\/h3>\r\n<p>The customer experience comprises a whole slew of interactions between sign-up and checkout. In a world filled with distractions and short attention spans, you can\u2019t rely on your customers to venture through your carved-out journey as prescribed.<\/p>\r\n<p>Remember, we marketers are on the front lines of interacting with customers\u2014both directly and indirectly. It\u2019s up to us to connect the dots <em>for<\/em> our customers when they can\u2019t connect them themselves. And we have to do it thoughtfully and in ways that make sense in relation to the customers\u2019 experiences at any given moment.<\/p>\r\n<p>In this video walkthrough below, Iterable solutions consultant Sam Heinz demonstrates a cart abandonment workflow. Sam shows us how marketers can use Iterable to build the different parameters of their desired customer experience: evaluating triggering actions, choosing messaging channels, setting delays, and making the messaging experience personal. Check it out!<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/MwHA5F8MsOY[\/embed]<\/p>\r\n<p>Effective workflow building keeps your customers progressing toward their goals. Understanding the forces in play\u2014behaviors, circumstances, timing, and desired actions\u2014will help you create experiences that best serve all stages of your customers\u2019 journeys.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and start mastering your own workflows so you, too, can engage like a pro.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11451 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x192.png\" alt=\"Download the Iterable Workflow Building whitepaper\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Successful Workflow Building in 4 Easy Steps","post_excerpt":"Get a sneak peek at our latest workflow building guide and learn the 4 building blocks of a successful customer messaging workflow.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"successful-workflow-building-4-easy-steps","to_ping":"","pinged":"","post_modified":"2020-11-12 08:30:30","post_modified_gmt":"2020-11-12 16:30:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11450","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/successful-workflow-building-4-easy-steps\/"},{"ID":11445,"post_author":"7","post_date":"2020-11-11 07:40:35","post_date_gmt":"2020-11-11 15:40:35","post_content":"<p>The season of giving is upon us again! You\u2019re dusting off the decorations, finding the perfect ugly sweater and rekindling your love of mulled wine. You\u2019re also head-down in meetings, approving copy, making lists (dare I say, \u201cchecking them twice\u201d?), and doing everything you can to deliver a seamless holiday experience for your audience.<\/p>\r\n<p>You\u2019re nothing short of a modern-day Kris Kringle, and we salute you.<\/p>\r\n<h3>Why Legacy Marketing Clouds Make Terrible Gifts<\/h3>\r\n<p>Free milk and cookies would be nice, but let\u2019s start thinking about your ideal holiday wish list as a thriving marketing professional. What would it include?<\/p>\r\n<p>Higher engagement rates, larger budget, more recognition? We agree. But more importantly, let\u2019s think about what should be left off the list\u2014specifically when it comes to your martech stack.<\/p>\r\n<p>A few things might come to mind, but here are four reasons that legacy marketing clouds should be left off your holiday wish list this year.<\/p>\r\n<h4>1. A lack of data flexibility gives no one peace on earth<\/h4>\r\n<p>According to Forrester, <a href=\"https:\/\/go.forrester.com\/blogs\/marketers-you-can-take-this-personally-your-personalization-strategy-isnt-working\/\" target=\"_blank\" rel=\"noopener noreferrer\">only 5% of all consumers<\/a> say that email offerings are well-timed to their current needs or interests. This isn\u2019t due to your lack of vision; in fact, it\u2019s the opposite. It\u2019s due to your tools not being flexible enough to <em>keep up<\/em> with your vision. If it takes you hours or even days to figure out that someone was on your website, you\u2019re already starting a lap behind.\u00a0<\/p>\r\n<p>Legacy marketing clouds want you to think that data management is meant to be a burden. That it\u2019s normal to need help from engineers to build an audience, or that setting up a campaign is meant to take weeks on end. Their own shortcomings are being passed onto you as inevitabilities and you\u2019re left to make it all work.<\/p>\r\n<p>Let\u2019s look at what else is out there.<\/p>\r\n<p>Modern marketing automation platforms were built to correct these inevitabilities, starting with easier data management. Instead of having web\/email\/mobile data spread across different sources, modern platforms break down these data silos to centralize everything under one view. This allows anyone (regardless of role or technical prowess) to bring your engagement strategy to life.\u00a0<\/p>\r\n<p>\u00a0Here\u2019s what a flexible platform looks like:<\/p>\r\n<ul>\r\n\t<li><strong>An intuitive UI that caters to any technical skill-level<\/strong>. Even if you prefer to code emails from scratch, you shouldn\u2019t need an engineering degree to personalize messaging. Modern platforms are intuitive to the point that your team can do things like build emails, setup campaigns and segment audiences without needing technical resources.<\/li>\r\n\t<li><strong>More sophisticated messaging personalization<\/strong>. According to SmarterHQ, <a href=\"https:\/\/smarterhq.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">72% of consumers<\/a> say they only engage with personalized messaging\u2014that\u2019s a large slice of the pie. These modern platforms let marketers deepen existing customer relationships by giving them access to all zero-party and first-party customer data to personalize content in real time.<\/li>\r\n\t<li><strong>A robust partner ecosystem<\/strong>. One tool can\u2019t solve all your problems, that\u2019s why it\u2019s called a \u201ctech stack.\u201d Modern platforms have built out <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener noreferrer\">partner ecosystems<\/a> to make sharing data between your CDP or analytics tool just one API call away.<\/li>\r\n<\/ul>\r\n<blockquote>\r\n<p><em>\"There\u2019s a lot to like with Iterable. Their workflow builder is VERY intuitive, basically allowing you to customize your user journey however you want [\u2026] After working with several other platforms, I\u2019ve found that <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4326741\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Iterable\u2019s workflows are by far the best when it comes to ease of use and customization<\/strong><\/a>.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>2. Customer Support is not so holly-jolly at best, nonexistent at worst<\/h4>\r\n<p>Waiting for Santa is fun, waiting to hear back from customer support? Not so much. Stellar customer support is something that every marketer should feel entitled to expect from a martech provider. You\u2019re not buying a toy like a yo-yo; you\u2019re investing in a partnership to sit at the core of your customer engagement strategy.<\/p>\r\n<p>Issues will arise, and you\u2019ll need answers. So where do you turn?<\/p>\r\n<p>Let\u2019s take a look at what bad customer support looks like:<\/p>\r\n<ul>\r\n\t<li><strong>Take a ticket<\/strong>. If you feel like you\u2019re at the DMV, it\u2019s not a great start.<\/li>\r\n\t<li><strong>FAQ redirect<\/strong>. A term I made up for when you find yourself taken to a page called \u201cGeneral Resource Center.\u201d Bonus points if they\u2019re not able to actually address your specific question.<\/li>\r\n\t<li><strong>24-48 hours<\/strong>. 48 hours? That\u2019s a long time to wait just to figure out how long you\u2019ll ACTUALLY have to wait!<\/li>\r\n<\/ul>\r\n<p>For better or worse (it\u2019s worse), legacy marketing clouds think that support is a convenience, not a necessity.\u00a0<\/p>\r\n<p>Now let\u2019s take a look at what kind of support a) exists and b) should become your new standard:<\/p>\r\n<ul>\r\n\t<li><strong>Multiple points of contact<\/strong>. Email, video call, Slack, chatbot, hologram (kidding, maybe one day!). Pick your favorites, and a tool with good customer support should be able to accommodate.<\/li>\r\n\t<li><strong>Quick response time<\/strong>. Imagine a world where all time zones are supported and an average response time is measured in seconds, not days. Now, what if I told you that this world exists today?<\/li>\r\n\t<li><strong>\u201cHi, Chris.\u201d<\/strong> Chris isn\u2019t an acronym; they\u2019re a dedicated Customer Success Manager just for your company who you\u2019ve spoken with many times. Chris knows your business inside-and-out and can get you answers to anything you need.<\/li>\r\n<\/ul>\r\n<blockquote>\r\n<p><em>\u201c<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4326741\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Ever email a support team for help only to get a generic response that you already Googled yourself? Yeah, that doesn\u2019t happen on Iterable<\/strong><\/a>. All their support team members have a stronger level of technical proficiency [\u2026] Our dedicated customer success rep is also a rockstar who has helped give us tons of insight on how to build certain features to make our email experience seamless.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h4>3. Their inability to scale makes it impossible to let it grow, let it grow, let it grow<\/h4>\r\n<p>Modern platforms believe that growth should be a goal, not a deterrent. As you grow your database, the quantity of your messaging will have to increase without compromising the quality of your content. You deserve to have a tool that will deliver consistent experiences year-over-year without you having to worry about outgrowing its capabilities.\u00a0<\/p>\r\n<p>Modern scale was built with this kind of longevity in mind. These modern platforms built higher ceilings to store and pass data so that you won\u2019t outgrow them, and let you leverage any data point you collect to inform personalized outreach.<\/p>\r\n<p>What results is a solution that will be as effective in engaging 10,000 customers as it is engaging 10 million customers. You won\u2019t notice any slow-downs in performance, or any need to limit yourself from what\u2019s possible.<\/p>\r\n<p>In a world where <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2019\/09\/24\/50-stats-that-prove-the-value-of-customer-experience\/?sh=117a57a64ef2\" target=\"_blank\" rel=\"noopener noreferrer\">73% of consumers<\/a> say that experience is key in influencing their brand loyalties, modern scale is what allows you to deliver personal, unique brand experiences that remain consistent as you grow.<\/p>\r\n<blockquote>\r\n<p><em>\u201cThanks to the ability to send messages at scale, <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4438457\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>we reach more buyers at the same time<\/strong><\/a>, creating higher profits compared to when we did not use Iterable.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h4>4. They cost two arms, a leg and a partridge in a pear tree<\/h4>\r\n<p>If you\u2019ve ever had to defend your marketing spend in front of a higher-up, you probably know this better than anyone. It\u2019s not easy having to fight for every dollar or pound, and it\u2019s not made easier when a service you\u2019re already paying for continues to squeeze your wallet.\u00a0<\/p>\r\n<p>Legacy marketing clouds are expensive because they can be. Hard stop. Let\u2019s look at a few reasons why they think they can get away with it:<\/p>\r\n<ul>\r\n\t<li><strong>Vendor lock-in<\/strong>. Global vendors figured out a long time ago that once they cross a threshold of dependency, your company falls at the mercy of their services. They are quite literally willing to gamble that any bad experience you have with them will never outweigh the perceived cost of migrating to a better alternative.<\/li>\r\n\t<li><strong>Hidden costs<\/strong>. If you find yourself paying for things like API calls, users entering journeys or licensing fees, then it might be time to reevaluate things. That\u2019s like paying for an all-you-can-eat buffet just to get a plate and a chance to buy the food for an extra cost.<\/li>\r\n<\/ul>\r\n<p>If these sound all too familiar, you\u2019re not alone. But you have more power than you realize, and the fact of the matter is that legacy marketing clouds can no longer get away with these exorbitant pricing structures. So find yourself an alternative that understands what you need to be successful, then works with you to flexibly price its services to fit those needs.<\/p>\r\n<blockquote>\r\n<p><em>\u201c<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-105256\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Iterable has truly been a revolutionary product at a fair price<\/strong><\/a>. We use it for a variety of clients from political to corporate to media and have had great success.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>So What Next?<\/h3>\r\n<p>Now that you know what to leave off your wish list, you\u2019re one step closer to having a successful holiday season. Even if now isn\u2019t the best time to make a change, it\u2019s never too early to start planning for next year.<\/p>\r\n<p>So before you wrap up your work and lose yourself in some festive movies, think about what you can do to ensure that next year brings more joy to your world.<\/p>\r\n<p><em>To learn why Iterable was named a Leader in Marketing Automation, rated 4 stars or higher by 93% of users, download the <a href=\"https:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">G2 Grid\u24c7 Report for Marketing Automation<\/a> today.<\/em><\/p>","post_title":"4 Reasons to Leave Legacy Marketing Clouds Off Your Holiday Wish List","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-reasons-leave-legacy-marketing-clouds","to_ping":"","pinged":"","post_modified":"2020-11-11 08:32:01","post_modified_gmt":"2020-11-11 16:32:01","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11445","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/4-reasons-leave-legacy-marketing-clouds\/"},{"ID":11433,"post_author":"71","post_date":"2020-11-10 14:11:40","post_date_gmt":"2020-11-10 22:11:40","post_content":"<p>Despite its aspirational name, marketing automation isn\u2019t always so automated. According to industry research, most marketing teams spend up to 2+ weeks to create one single email. However, there should be a way to take back some time and devote it to the most valuable part of the email process: Creating personalized messages that resonate with your customers.<\/p>\r\n<p>In this white paper, we discuss the technological limitations of legacy marketing platforms and the four building blocks of a customer messaging workflow.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why lifecycle maps don\u2019t always translate into your email service provider<\/li>\r\n\t<li>The four building blocks of a customer messaging workflow<\/li>\r\n\t<li>How a floral subscription business in the U.K. doubled its number of reactivations using a growth marketing platform like Iterable<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Workflow Building","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-workflow-building","to_ping":"","pinged":"","post_modified":"2020-11-10 15:57:20","post_modified_gmt":"2020-11-10 23:57:20","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=whitepaper&#038;p=11433","menu_order":9,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/"},{"ID":11407,"post_author":"35","post_date":"2020-11-10 10:31:45","post_date_gmt":"2020-11-10 18:31:45","post_content":"<p>Be our guest. Be our guest. Put our service to the test. There\u2019s a small, but important distinction between a customer and a guest. \u201cCustomer\u201d implies the intention to purchase. It comes with expectations.<\/p>\r\n<p>A \u201cguest,\u201d though. A guest is a welcome visitor\u2014one treated with care and comfort. A guest is someone invited.<\/p>\r\n<p>Today\u2019s consumers like being treated like guests, not customers. When finding brands, consumers are looking for ones that treat them with respect, listen to their opinions and personalize the customer experience. It\u2019s a shift in perspective that marketers today must adopt to stay relevant and build longer-term relationships.<\/p>\r\n<p>Our newest series, the Customer Experience Analysis, gives you a look at the journey from a different perspective, but one that is all too familiar to us: the consumer.<\/p>\r\n<p>Much like our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a>, we put ourselves in the position of an engaged consumer finding a brand for the first time. We completed various actions over the course of three weeks (created an account, browsed items, favorited items, abandoned carts) to trigger messaging.<\/p>\r\n<p>The results are at the bottom of this post, free and ungated for your viewing pleasure.<\/p>\r\n<h3>The e.l.f. Cosmetics Customer Experience<\/h3>\r\n<p>In the graphic linked below, we have outlined the experience with <a href=\"https:\/\/www.elfcosmetics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S.-based cosmetics retailer<\/a> e.l.f. Cosmetics, identified strengths and opportunities, and provided a few takeaways that you can start implementing into your strategies today.<\/p>\r\n<p>All told, the breakdown of messages from e.l.f. over the research period was as follows:<\/p>\r\n<ul>\r\n\t<li>36 total marketing messages<\/li>\r\n\t<li>28 emails (25 promotions, 2 welcome emails, 1 transactional email)<\/li>\r\n\t<li>8 mobile messages (7 push notifications, 1 SMS message)<\/li>\r\n<\/ul>\r\n<p>Whether you're in e-commerce or retail or neither, the takeaways from our analysis of the e.l.f. experience relate to most marketing strategies.<\/p>\r\n<p>For example, e.l.f. illustrates that great branding only takes your marketing so far. User behavior data, such as browsing or cart abandonment, should drive the customer experience and personalize the journey in a way that incentivizes engagement and fosters a deeper connection.<\/p>\r\n<p>With that said, these analyses are not a comprehensive look at a brand's journey. We've included enough actions in three weeks that we can get a good look at a portion of the journey, but there are aspects that we have not covered.<\/p>\r\n<p>For instance, e.l.f. might increase the personalization of its messaging as users continue to accrue points in their profile. The takeaways presented here are related strictly to the beginning of the customer-e.l.f. relationship and could promote increased engagement earlier on.\u00a0\u00a0<\/p>\r\n<p>By shifting the perspective to that of the consumer, we hope this series helps spark ideas to bring your customers an even better experience. Take a look at e.l.f. and once you're done, check out our last analysis: <a href=\"https:\/\/iterable.com\/blog\/customer-experience-asos\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS.<\/a><\/p>\r\n<p><a href=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Customer-Experience-Analysis_elf-Cosmetics.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-full wp-image-11411\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Customer-Experience-Analysis_elf-Cosmetics_CTA-Banner.png\" alt=\"Customer Experience Analysis\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"A Closer Look at the Customer Experience: e.l.f. Cosmetics","post_excerpt":"Our newest series, the Customer Experience Analysis, gives you a look at the journey from the customer's perspective. Today, we look at e.l.f. Cosmetics.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-experience-e-l-f-cosmetics","to_ping":"","pinged":"","post_modified":"2020-11-10 10:31:45","post_modified_gmt":"2020-11-10 18:31:45","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11407","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/customer-experience-e-l-f-cosmetics\/"},{"ID":11292,"post_author":"10","post_date":"2020-11-05 08:56:30","post_date_gmt":"2020-11-05 16:56:30","post_content":"<p>The people have spoken! Iterable has once again been identified as a Leader in Marketing Automation, based on high levels of customer satisfaction and overwhelmingly positive reviews from real marketers on <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">G2<\/a>, the world\u2019s leading business solutions review website.<\/p>\r\n<h3>Iterable\u2019s G2 Product Profile<\/h3>\r\n<p>According to the <a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fall 2020 G2 Grid\u00ae Report for Marketing Automation<\/a>, Iterable has been named a Leader based on high customer Satisfaction ratings and a continually growing Market Presence.<\/p>\r\n<p>So, what exactly does that mean? Well, for starters, 93% of all Iterable users rated Iterable 4 stars or higher (out of 5).<\/p>\r\n<p>Looking deeper into the report\u2019s findings, Iterable also outranked the industry averages in three crucial marketing platform capabilities:<\/p>\r\n<ul>\r\n\t<li>Sending outbound emails (92%)<\/li>\r\n\t<li>Building and personalizing emails (89%)<\/li>\r\n\t<li>Workflow capability (88%)<\/li>\r\n<\/ul>\r\n<p>Features and functionality are important components of any tool inside your growth stack, but G2 user ratings reflect that pragmatic buyers choose Iterable for its qualitative values that drive business growth:<\/p>\r\n<ul>\r\n\t<li>Ease of Doing Business With (90%)<\/li>\r\n\t<li>Quality of Support (90%)<\/li>\r\n\t<li>Positive Platform Direction (92%)<\/li>\r\n<\/ul>\r\n<h3>G2 Marketing Automation Grid<\/h3>\r\n\r\n[caption id=\"attachment_11293\" align=\"alignnone\" width=\"600\"]<a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11293 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Graph.png\" alt=\"G2 Fall Marketing Automation Chart\" width=\"600\" height=\"600\" \/><\/a> <em>Click the image to read the full report and learn why Iterable was named a Leader in Marketing Automation.<\/em>[\/caption]\r\n\r\n<h3>What Reviewers Had to Say About Iterable<\/h3>\r\n<p>Today, more than 3 million technology buyers visit G2.com to read and write authentic reviews about software and professional services. With over 1.1 million reviews, G2 represents the real voices of actual software users with first-hand product experiences.\u00a0<\/p>\r\n<p>Here\u2019s what our customers had to say about the Iterable platform in their reviews on G2:<\/p>\r\n<blockquote>\r\n<p>\u201c<strong>Iterable is so easy to use, and yet extremely powerful.<\/strong> It has extensive APIs, the ability to merge data feeds into emails, terrific workflows, and an excellent offering of easy-to-use templates. Plus, the customer service is fast, friendly and incredibly helpful.\u201d<\/p>\r\n<p>\u201cAs a non-technical marketer, I can use and create campaigns and emails easily. It <strong>gives me autonomy over my work and how fast I can accomplish it.<\/strong> Their support team is very helpful as well when I've run into roadblocks or don't understand how to use a specific feature.\u201d<\/p>\r\n<p>\u201cThere's a lot to like with Iterable. Their workflow builder is VERY intuitive, basically allowing you to customize your user journey however you want [...] After working with several other platforms, <strong>I've found that Iterable's workflows are by far the best when it comes to ease of use and customization.<\/strong>\"<\/p>\r\n<p>\u201c<strong>Iterable is an extremely powerful engagement tool that my team uses on a daily basis<\/strong> to send personalized, segmented and automated communication to our users [...] one of the key differentiating factors, in my opinion, is the ability to create complex workflows and connect them, via webhook with our own database.\u201d<\/p>\r\n<p>\u201c<strong>Iterable has a great user experience<\/strong> - the workflows and segmentation setups are easy to learn and make optimizing your campaigns easier and more efficient than any other platform I've used before. Their customer service is phenomenal as well.\u201d<\/p>\r\n<p><strong>\u201cEver email a support team for help only to get a generic response that you already Googled yourself? Yeah, that doesn't happen on Iterable.<\/strong> All their support team members have a stronger level of technical proficiency [...] Our dedicated customer success rep is also a rockstar who has helped give us tons of insight on how to build certain features to make our email experience seamless.\u201d<\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\n<p>G2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<blockquote>\r\n<p>\u201cThese tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or prospects.\u201d ~ G2<\/p>\r\n<\/blockquote>\r\n<p>To qualify for inclusion in the <strong>Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, dynamic segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company's <strong>Satisfaction<\/strong> rating:\u00a0<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews<\/li>\r\n\t<li>Quality and age of reviews received<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<h3>Learn More<\/h3>\r\n<p>We\u2019d like to thank our amazing customers for their partnership in helping make Iterable one of the best Marketing Automation solutions in the market!<\/p>\r\n<p>You can download the <a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fall 2020 G2 Grid\u00ae Report for Marketing Automation<\/a> to gain full access to all the insights, as well as how Iterable compares to other technologies.<\/p>\r\n<p>Evaluating marketing automation providers right now? Learn more about what real users have to say on <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\" target=\"_blank\" rel=\"noopener noreferrer\">G2\u2019s Iterable review page<\/a>!<\/p>\r\n<p><a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\"><img class=\"alignnone wp-image-11294 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Sigstr.png\" alt=\"Download the G2 Marketing Automation report\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Iterable Named a Marketing Automation Leader in G2 Fall Report","post_excerpt":"Iterable has once again been named a marketing automation leader by G2. See what customers say about the platform inside the full report.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-automation-leader-g2-fall-report","to_ping":"","pinged":"","post_modified":"2020-11-10 22:47:16","post_modified_gmt":"2020-11-11 06:47:16","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11292","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/marketing-automation-leader-g2-fall-report\/"},{"ID":11298,"post_author":"41","post_date":"2020-11-03 07:35:11","post_date_gmt":"2020-11-03 15:35:11","post_content":"<p>Iterable was named a Leader in the Fall 2020 G2 Grid Report for Marketing Automation.<\/p>\r\n<p>The G2 Grid\u00ae Report provides an assessment of the top marketing automation technologies available, rated by real users, and shows how Iterable and other select providers compare.<\/p>\r\n<p><strong>Download this report to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read over 100 real, verified user reviews<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use and quality of support<\/li>\r\n\t<li>Compare product features across email marketing, campaign management and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Fall 2020","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"g2-marketing-automation-leader-fall-2020","to_ping":"","pinged":"","post_modified":"2020-11-20 16:51:02","post_modified_gmt":"2020-11-21 00:51:02","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/","menu_order":2,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/"},{"ID":11297,"post_author":"41","post_date":"2020-11-03 05:35:10","post_date_gmt":"2020-11-03 13:35:10","post_content":"<p>In this final guide, we\u2019ll discuss what metadata is and how you can harness it to create even more dynamic personalization and strengthen the 1:1 connection with each of your customers. We\u2019ll also walk you through some cool examples of various campaigns so you can see metadata in action.<\/p>\r\n<p>What\u2019s more, we\u2019ll address the challenges marketers face with data-driven personalization efforts and provide a solution that could help you ascend to the top of the personalization world.<\/p>","post_title":"How to Personalize Cross-Channel Campaigns Using Metadata","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-metadata","to_ping":"","pinged":"","post_modified":"2021-01-13 11:28:20","post_modified_gmt":"2021-01-13 19:28:20","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/","menu_order":6,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/"},{"ID":11300,"post_author":"41","post_date":"2020-11-03 05:34:12","post_date_gmt":"2020-11-03 13:34:12","post_content":"<p>As a B2C marketer, your goal is to establish a 1:1 connection with your audience throughout the lifecycle. To get there, you must understand the foundation of personalization, broken down into three levels: Reactive Personalization, Proactive Personalization, and Individualization.<\/p>\r\n<p>In this guide, we\u2019ll walk you through Level 1 of personalization: Reactive Personalization.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>An understanding of what user and event data is and why it\u2019s essential<\/li>\r\n\t<li>Real-life examples of companies that understand the art of personalization<\/li>\r\n\t<li>Tools to create highly personalized cross-channel campaigns that make your customers feel like they\u2019re VIPs<\/li>\r\n<\/ul>","post_title":"How to Personalize Cross-Channel Campaigns Using User and Event Data","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-user-and-event-data","to_ping":"","pinged":"","post_modified":"2021-01-13 11:27:14","post_modified_gmt":"2021-01-13 19:27:14","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/","menu_order":4,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/"},{"ID":11299,"post_author":"41","post_date":"2020-11-03 05:33:12","post_date_gmt":"2020-11-03 13:33:12","post_content":"<p>In our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\">first guide<\/a>, we discussed how the power of your customers\u2019 user profiles can be harnessed to build bespoke cross-channel marketing campaigns.\u00a0<\/p>\r\n<p>But, as you may know already, user and event data is just one aspect of personalization. To take your campaigns to the next level, you need to adopt a proactive approach to personalization using data feeds.<\/p>\r\n<p><strong>This guide will explore:<\/strong><\/p>\r\n<ul>\r\n\t<li>What data feeds are, what they aren\u2019t, and why they\u2019re essential<\/li>\r\n\t<li>Examples of data feed-powered campaigns featuring renowned brands<\/li>\r\n\t<li>How to leverage data feeds into your next campaign and deliver extra value to your customers<\/li>\r\n<\/ul>","post_title":"How to Personalize Cross-Channel Campaigns Using Data Feeds","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-data-feeds","to_ping":"","pinged":"","post_modified":"2021-01-13 11:25:31","post_modified_gmt":"2021-01-13 19:25:31","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/","menu_order":5,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/"},{"ID":11302,"post_author":"41","post_date":"2020-11-03 05:32:14","post_date_gmt":"2020-11-03 13:32:14","post_content":"<p>Whether your brand uses storyboards, the design thinking process or intuition to build out its customer lifecycle map, that process is only valuable to your marketing and sales teams. After all, no customer ever thinks to themselves that they\u2019re in the \u201cawareness\u201d stage of a brand-centric journey.<\/p>\r\n<p>In this white paper, we\u2019re going to explain how you can break out of this thinking pattern and build a customer journey that engages and retains your customers for life.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The four steps to creating a customer journey<\/li>\r\n\t<li>The difference between a lifecycle map and a journey map<\/li>\r\n\t<li>How to integrate the customer journey with your lifecycle map<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Lifecycle Mapping","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-lifecycle-mapping","to_ping":"","pinged":"","post_modified":"2020-11-03 07:33:19","post_modified_gmt":"2020-11-03 15:33:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/","menu_order":8,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/"},{"ID":11303,"post_author":"41","post_date":"2020-11-03 05:30:15","post_date_gmt":"2020-11-03 13:30:15","post_content":"<p>The retail industry is in constant motion. New trends, new designs, new buying habits. Marketers have to keep up, even stay ahead, while simplifying and personalizing the customer experience.<\/p>\r\n<p>Luckily for marketers, most consumers (75%) are itching for a more personalized experience. Consumers know what they want (hint: it\u2019s convenience), but need a little push from marketers to help them find it.<\/p>\r\n<p>That\u2019s where this guide comes in. We took a look at how 15 top retailers are marketing today using customer behavior to tailor messaging. We wanted to see how companies are collecting, managing and incorporating data into their marketing campaigns, and at which campaigns and touchpoints along the customer lifecycle.<\/p>\r\n<p><strong>In this guide you\u2019ll find:<\/strong><\/p>\r\n<ul>\r\n\t<li>Common trends used by retailers in welcome, promotion, and cart abandonment campaigns<\/li>\r\n\t<li>Actionable recommendations for how to collect data for future campaign success<\/li>\r\n\t<li>Distinct steps you can take to personalize your cross-channel campaigns at a deeper, more individualized level<\/li>\r\n<\/ul>","post_title":"Give Your Retail Marketing the Red Carpet Makeover: A How-To Guide","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover","to_ping":"","pinged":"","post_modified":"2020-11-03 07:33:46","post_modified_gmt":"2020-11-03 15:33:46","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/","menu_order":10,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/"},{"ID":11305,"post_author":"41","post_date":"2020-11-03 05:29:16","post_date_gmt":"2020-11-03 13:29:16","post_content":"<p>A fundamental rule of marketing has always been to meet customers where they are. That expectation has only increased today, with the average consumer spending over 5 hours per day on their phone.<\/p>\r\n<p>This guide will walk you through how to create successful mobile marketing campaigns across each distinct phase in the customer\u2019s journey with your brand, so you can achieve familiarity, engagement and trust.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 10 mobile campaigns you need to support the entire customer lifecycle<\/li>\r\n\t<li>The essential ingredients of each campaign to improve performance<\/li>\r\n\t<li>Leading industry push and in-app examples in the wild and why they work<\/li>\r\n<\/ul>","post_title":"Top 10 Mobile Marketing Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-mobile-marketing-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2020-11-10 22:49:03","post_modified_gmt":"2020-11-11 06:49:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/","menu_order":11,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/"},{"ID":11304,"post_author":"41","post_date":"2020-11-03 05:28:16","post_date_gmt":"2020-11-03 13:28:16","post_content":"<p>Inside our personalization playbook on user segmentation, we expose the flaws of over-reliance on traditional segmentation strategies and present a four-step execution strategy for building a perfect audience for every campaign.<\/p>\r\n<p>We highlight real-life examples and applications from innovative brands and share a self-assessment for marketers to document the strategic details of their brand's segmentation approach.<\/p>\r\n<p><strong>Walk away with understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why B2C brands should rethink traditional segmentation strategies<\/li>\r\n\t<li>The four steps marketers need to build their brand\u2019s perfect audience<\/li>\r\n\t<li>How to self-assess your segmentation capabilities to support your marketing goals<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: User Segmentation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-user-segmentation","to_ping":"","pinged":"","post_modified":"2020-11-03 07:34:22","post_modified_gmt":"2020-11-03 15:34:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/","menu_order":7,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/"},{"ID":11306,"post_author":"41","post_date":"2020-11-03 05:27:17","post_date_gmt":"2020-11-03 13:27:17","post_content":"<p>Marketing has advanced in lockstep with technology, and it\u2019s incumbent on brands to take advantage of that. But as the saying goes, the more things change, the more things stay the same.<\/p>\r\n<p>When it comes to establishing a stronger connection between your brand and your audience, the what hasn\u2019t changed\u2014the how has. And that\u2019s where this guide comes in.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 10 email campaigns you need to support the entire customer lifecycle<\/li>\r\n\t<li>The essential ingredients of each campaign to improve performance<\/li>\r\n\t<li>Leading industry email examples in the wild and why they work<\/li>\r\n<\/ul>","post_title":"Top 10 Lifecycle Email Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-lifecycle-email-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2020-11-10 22:49:14","post_modified_gmt":"2020-11-11 06:49:14","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/","menu_order":12,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/"},{"ID":11311,"post_author":"41","post_date":"2020-11-03 02:34:21","post_date_gmt":"2020-11-03 10:34:21","post_content":"<p><span style=\"font-weight: 400;\">In the first research study of its kind, we immersed ourselves in the mobile customer journeys of 30 companies across six industries to see how they incorporate mobile user behavior in their cross-channel campaigns.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Looking at four key mobile marketing channels\u2014push notifications, SMS, in-app and the mobile inbox\u2014we have identified how these channels are utilized for a better customer experience and which trends are most common.\u00a0<\/span><\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li><strong>Data silos still exist.<\/strong>\u00a0Mobile data is not being incorporated into email campaigns\u2014and vice versa. Despite having downloaded the app, almost a quarter of companies studied (23%) included a \u201cdownload the app\u201d prompt in their email campaigns and only 20% of companies had a cart or browse abandonment campaign.<\/li>\r\n\t<li><strong>Cross-channel balance is key.<\/strong>\u00a0The overall messaging breakdown showed a balance between mobile and email messages, with 53% of all messages coming via mobile channels. However, over 50% of brands in the study sent fewer than ten emails, indicating mobile behavior is not integrated into email campaigns.\u00a0<\/li>\r\n\t<li><strong>Push is the preferred mobile channel.<\/strong> Of the 30 brands in the study, 70% sent at least one push notification with an average of 8.4 push messages sent over the three weeks. One third (30%) of brands in the study did not send any push notifications at all, indicating a potential missed opportunity for brands to engage with mobile users.<\/li>\r\n\t<li><strong>SMS is the most underutilized channel.<\/strong> Despite texting\u2019s integral role in consumers\u2019 daily mobile usage, only 8% of all mobile messages sent were SMS, and 80% of companies did not deploy SMS messages at all.<\/li>\r\n<\/ul>","post_title":"The Inside Look at Mobile Marketing: An Iterable User Engagement Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"user-engagement-report-mobile-marketing","to_ping":"","pinged":"","post_modified":"2020-11-03 08:06:51","post_modified_gmt":"2020-11-03 16:06:51","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/","menu_order":14,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/"},{"ID":11312,"post_author":"41","post_date":"2020-11-03 02:33:22","post_date_gmt":"2020-11-03 10:33:22","post_content":"<p><span style=\"font-weight: 400;\">Iterable was recognized as a Leader in the Spring 2020 G2 Grid<\/span><span style=\"font-weight: 400;\">\u00ae Report for<\/span><span style=\"font-weight: 400;\"> Marketing Automation.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">The G2 Grid<\/span><span style=\"font-weight: 400;\">\u00ae Report<\/span><span style=\"font-weight: 400;\"> offers an assessment of the top marketing automation technologies in the market, rated by the democratic voice of real users, and shows how Iterable and other select providers compare.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download the full report to:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Access Iterable\u2019s product profile and read what real, verified Iterable users say about our partnership and solution<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Review customer satisfaction ratings on ease of use, quality of support and other key metrics<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn how product features compare across email marketing, campaign management, and other marketing automation categories<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Unlock additional data on select providers, such as average user adoption and ROI\u00a0<\/span><\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Iterable Named Leader in G2 Grid\u00ae Report for Marketing Automation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"g2-grid-report-marketing-automation","to_ping":"","pinged":"","post_modified":"2020-11-03 08:07:15","post_modified_gmt":"2020-11-03 16:07:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/g2-grid-report-marketing-automation\/","menu_order":15,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/g2-grid-report-marketing-automation\/"},{"ID":11313,"post_author":"41","post_date":"2020-11-03 02:31:23","post_date_gmt":"2020-11-03 10:31:23","post_content":"<p>What's empathy have to do with marketing?<\/p>\r\n<p>A lot, actually.\u00a0<\/p>\r\n<p>At its core, growth marketing maximizes business growth, with a heavy emphasis on retention.<\/p>\r\n<p>That retention bit is the real differentiator here. The business embodiment of the golden rule.\u00a0<\/p>\r\n<p>All style and no substance doesn\u2019t promote retention. It takes something more to build long-term, loyal customer relationships.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why relationships are at the heart of growth marketing<\/li>\r\n\t<li>How companies like Lyft and the American Red Cross are using empathetic marketing\u00a0<\/li>\r\n\t<li>How to lead with empathy and tune into your customers' feelings<\/li>\r\n<\/ul>","post_title":"Driving Growth with Good: Marketing with Empathy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"driving-growth-with-good-marketing-with-empathy","to_ping":"","pinged":"","post_modified":"2020-11-03 08:07:36","post_modified_gmt":"2020-11-03 16:07:36","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/driving-growth-with-good-marketing-with-empathy\/","menu_order":16,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/driving-growth-with-good-marketing-with-empathy\/"},{"ID":11318,"post_author":"41","post_date":"2020-11-03 02:25:28","post_date_gmt":"2020-11-03 10:25:28","post_content":"<p>Email marketing in the United States and the United Kingdom has much in common, but there's plenty of difference between the two countries when it comes to content, strategy, performance and inbox placement.<\/p>\r\n<p>No matter which side of the Atlantic you market from, you should learn how your email programs compare with your in-country inbox competitors and with your marketing peers across the pond.<\/p>\r\n<p>In this report, Iterable has partnered with London-based Holistic Email Marketing to compare 20 retail fashion brands, ten from the U.S. and ten from the U.K. How do powerhouses like Topshop, Burberry, Tommy Hilfiger and Ralph Lauren personalize email messages and keep customers engaged with their online stores?<\/p>\r\n<p>Download this report to access:<\/p>\r\n<ul>\r\n\t<li>How fashion brands are using data, automation and AI to create highly relevant messages<\/li>\r\n\t<li>Detailed metrics on engagement, deliverability and personalization for industry leaders in retail<\/li>\r\n\t<li>8 stand-out email examples to inspire your lifecycle marketing program<\/li>\r\n<\/ul>","post_title":"Brits vs. Yanks","post_excerpt":"How U.S. and U.K. Fashion Brands Compare on Email Marketing","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"uk-us-fashion-report","to_ping":"","pinged":"","post_modified":"2020-11-03 08:09:28","post_modified_gmt":"2020-11-03 16:09:28","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/uk-us-fashion-report\/","menu_order":18,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/uk-us-fashion-report\/"},{"ID":11319,"post_author":"41","post_date":"2020-11-03 02:24:29","post_date_gmt":"2020-11-03 10:24:29","post_content":"<p><span style=\"font-weight: 400;\">Trust is everything when it comes to our relationship with the news.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">According to the Columbia Journalism Review, trust in journalism is waning with increasing claims of fake news and untrustworthy sources. And as the American Press Institute points out, over 40% of the public thinks the news veers too far into commentary and 35% have a negative view of news organizations.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">It\u2019s a fact that we live in a world where immediacy is crucial to so many aspects of our lives. This need for immediate gratification explains the shocking statistic that even though 57% of Americans expect the news on social media to be inaccurate, Pew Research found 68% still report that they, at least occasionally, get their news from social media.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Readers are looking to the news as a source of education, information, and empowerment. To empower the consumer is to give them control. We all want that control, especially when it comes to our news consumption.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In the first research study of its kind, we took a look at how 30 leading publications are giving readers the power to control their experience with the news\u2014one that leaves the reader feeling informed and, ideally, looking to upgrade to a premium subscription.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this report, we walk you through the cross-channel strategies of leading publications in six categories: U.S. Newspapers, International News, Business, Technology, Online News, and Broadcast News.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We analyze tactics that stand out to identify what worked and what growth opportunities can create a mutually beneficial customer-publisher experience.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Key takeaways:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><b>Mobile is the driver<\/b><span style=\"font-weight: 400;\">. A majority of messages received are mobile push notifications (50.8%) and many email newsletters are optimized for mobile viewing.<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><b>Lifecycle marketing is lacking<\/b><span style=\"font-weight: 400;\">. Welcome, promotional, and cart abandonment campaigns are vastly underutilized in the news media industry (9.6% of all emails), ignoring opportunities to promote brand offerings and drive revenue. <\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><b>It pays to go premium<\/b>. In a recent Reuters report, 52% of editors stated subscription and premium memberships are the revenue driver of the future, yet in our study, 35.3% of publications with premium subscriptions sent out a promotion or cart abandonment email.<\/li>\r\n<\/ul>","post_title":"News in the Age of Personalized Marketing","post_excerpt":"An Iterable User Engagement Report","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"user-engagement-report-news-media","to_ping":"","pinged":"","post_modified":"2020-11-03 08:09:43","post_modified_gmt":"2020-11-03 16:09:43","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/user-engagement-report-news-media\/","menu_order":19,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-news-media\/"},{"ID":11321,"post_author":"41","post_date":"2020-11-03 02:23:31","post_date_gmt":"2020-11-03 10:23:31","post_content":"<p>Catering to the changing tastes of consumers has always been a tall order for marketers, but the advancements of technology have opened new, modern ways to engage customers en masse. Your customers are cross-channel by nature and are expecting you to cater to their tastes.<\/p>\r\n<p>Inside our cross-channel recipe book, we\u2019ve deconstructed six popular lifecycle campaigns down to their core ingredients. We walk you through the key instructions needed to recreate and adapt your own versions to fit your brand\u2019s unique growth strategy.<\/p>\r\n<p>Download this guide for:<\/p>\r\n<ul>\r\n\t<li>Learning how to coax additional engagement out of your lifecycle strategy<\/li>\r\n\t<li>Refining key marketing campaign objectives to grow cross-channel engagement<\/li>\r\n\t<li>Best practices on taking your campaign messaging across new channels<\/li>\r\n\t<li>Pro tips for kicking your marketing campaigns up a notch<\/li>\r\n<\/ul>","post_title":"The Iterable Cross-Channel Campaign Cookbook","post_excerpt":"6 Recipes for Marketers Craving Customer Engagement","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-campaign-cookbook","to_ping":"","pinged":"","post_modified":"2020-11-03 08:09:56","post_modified_gmt":"2020-11-03 16:09:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/cross-channel-campaign-cookbook\/","menu_order":20,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-campaign-cookbook\/"},{"ID":11323,"post_author":"41","post_date":"2020-11-03 02:21:33","post_date_gmt":"2020-11-03 10:21:33","post_content":"<p><span style=\"font-weight: 400;\">The capabilities of modern email service providers (ESPs) have advanced far beyond their predecessors. This guide is intended to help marketers seeking new ESPs evaluate their options from a functionality and management perspective. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside, marketers will learn to ask the questions that reveal how an ESP\u2019s technology foundation affects their ability to bring immersive, data-driven campaigns to life.\u00a0<\/span><\/p>\r\n<p><strong>Download this guide to:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Help you confidently choose the ESP that\u2019s right for your organization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Develop a first-hand understanding of your ESP\u2019s strengths and weaknesses<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn how to explore an ESP\u2019s specialized capabilities and technical foundations<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Understand how ESP usability, flexibility, and productivity directly affect short- and long-term marketing goals<\/span><\/li>\r\n<\/ul>","post_title":"How to Determine ESP Function From Fiction","post_excerpt":"Simple Questions, Complex Features","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-determine-esp-function-from-fiction","to_ping":"","pinged":"","post_modified":"2020-11-03 08:10:08","post_modified_gmt":"2020-11-03 16:10:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/","menu_order":21,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/"},{"ID":11324,"post_author":"41","post_date":"2020-11-03 02:20:34","post_date_gmt":"2020-11-03 10:20:34","post_content":"<p><span style=\"font-weight: 400;\">The platform migration. Traditionally, it\u2019s a time-consuming, resource-heavy process rife with obstacles. And if you\u2019re not adequately prepared, you can be left scrambling to find value in the process. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide, you will see exactly what it takes to prepare yourself and your team for what lies ahead when migrating growth marketing platforms. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We show you how to get started tidying up your current system in order to achieve immediate success on your new platform. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download this migration guide to learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How your messaging strategy impacts your project timeline <\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What it takes to clean up your data for a painless integration process<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which obstacles to a smooth technical integration you need to address before getting started<\/span><\/li>\r\n<\/ul>","post_title":"The Growth Marketing Platform Migration Guide","post_excerpt":"See how to tidy up your system for a smooth migration","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-growth-marketing-platform-migration-guide","to_ping":"","pinged":"","post_modified":"2020-11-03 08:10:23","post_modified_gmt":"2020-11-03 16:10:23","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/","menu_order":22,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/"},{"ID":11325,"post_author":"41","post_date":"2020-11-03 02:19:35","post_date_gmt":"2020-11-03 10:19:35","post_content":"<p><span style=\"font-weight: 400;\">Entry-level email service providers (ESPs) may be low on cost and resources needed for management, but with that comes limitations to campaign personalization, scalability, and data management. At some point, this system slows\u2014or even prevents\u2014growth.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">The modern ESP empowers marketers to reach more customers at the personal level while incorporating data at all stages to improve the customer journey and drive revenue growth. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this introduction to modern ESPs, you will learn how to identify what your team needs from an ESP and how to choose a modern system with optimal business growth in mind.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download this guide to:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">See how a modern ESP can enhance your customer journey to target customer preferences at the individual level<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Understand how to consolidate your martech stack for more efficient data management and utilization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn what questions to ask to ensure you find the right modern ESP for your business<\/span><\/li>\r\n<\/ul>","post_title":"An Introduction to Modern ESPs","post_excerpt":"How to Prepare for Growth","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"an-introduction-to-modern-esps","to_ping":"","pinged":"","post_modified":"2020-11-03 08:10:38","post_modified_gmt":"2020-11-03 16:10:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/an-introduction-to-modern-esps\/","menu_order":23,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/an-introduction-to-modern-esps\/"},{"ID":11328,"post_author":"41","post_date":"2020-11-03 02:18:38","post_date_gmt":"2020-11-03 10:18:38","post_content":"<p>Inside this report, we\u2019ve examined the engagement strategies of 50 major U.S. retailers by taking a first-hand look at their cross-channel messaging. We\u2019ve evaluated the campaigns of the top and fastest-growing retailers to learn what keeps shoppers repeatedly ringing the register.<\/p>\r\n<p class=\"before-ul\"><strong>Download this report to gain valuable insights:<\/strong><\/p>\r\n<ul>\r\n\t<li>How industry leading retailers message consumers throughout the customer lifecycle<\/li>\r\n\t<li>Innovative ways brands are powering purchases through digital experiences<\/li>\r\n\t<li>An inside look at the campaigns and strategies behind Black Friday &amp; Cyber Monday<\/li>\r\n<\/ul>","post_title":"2019 All Things Retail Report","post_excerpt":"Cross-channel engagement strategies from 50 top retail companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ue-retail-report","to_ping":"","pinged":"","post_modified":"2020-11-03 08:11:54","post_modified_gmt":"2020-11-03 16:11:54","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/ue-retail-report\/","menu_order":24,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/ue-retail-report\/"},{"ID":11327,"post_author":"41","post_date":"2020-11-03 02:17:36","post_date_gmt":"2020-11-03 10:17:36","post_content":"<p>Inside this report, we've examined the engagement strategies of 50 major U.S. retailers by taking a first-hand look at nearly 700 marketing communications across email, mobile and web.<\/p>\r\n<p><strong>Download this report to gain valuable insights:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How industry leading retailers message consumers throughout the customer lifecycle<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Innovative ways brands are powering purchases through digital experiences<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">An inside look at the campaigns and strategies behind Black Friday &amp; Cyber Monday<\/span><\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-6038\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/retail-report-4-pages.jpg\" alt=\"\" width=\"500\" height=\"750\" \/><\/p>","post_title":"2019 All Things Retail Report - Industry Dive","post_excerpt":"Cross-channel engagement strategies from 50 top retail companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ue-retail-report-ind-dive","to_ping":"","pinged":"","post_modified":"2020-11-03 08:11:47","post_modified_gmt":"2020-11-03 16:11:47","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/ue-retail-report-ind-dive\/","menu_order":25,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/ue-retail-report-ind-dive\/"},{"ID":11329,"post_author":"41","post_date":"2020-11-03 02:15:39","post_date_gmt":"2020-11-03 10:15:39","post_content":"<p>Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li>Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li>Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Travel Engagement Report","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travel-report","to_ping":"","pinged":"","post_modified":"2020-11-03 08:12:30","post_modified_gmt":"2020-11-03 16:12:30","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/travel-report\/","menu_order":26,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/travel-report\/"},{"ID":11330,"post_author":"41","post_date":"2020-11-03 02:14:40","post_date_gmt":"2020-11-03 10:14:40","post_content":"<p>Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li>Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li>Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Travel Engagement Report","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travelreport","to_ping":"","pinged":"","post_modified":"2020-11-03 08:12:36","post_modified_gmt":"2020-11-03 16:12:36","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/travelreport\/","menu_order":27,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/travelreport\/"},{"ID":11331,"post_author":"41","post_date":"2020-11-03 02:13:41","post_date_gmt":"2020-11-03 10:13:41","post_content":"<p>Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Engagement Report: Top Travel Companies","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travel-report-2","to_ping":"","pinged":"","post_modified":"2020-11-03 08:12:43","post_modified_gmt":"2020-11-03 16:12:43","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/travel-report-2\/","menu_order":28,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/travel-report-2\/"},{"ID":11332,"post_author":"41","post_date":"2020-11-03 02:11:43","post_date_gmt":"2020-11-03 10:11:43","post_content":"<p>With the rise of consumer demands for highly personalized products and services comes the necessity of creating a unified brand experience. Research shows that a cross-channel marketing strategy delivers 3X more effective campaigns and 23X higher rates of customer satisfaction.<\/p>\r\n<p>In Iterable\u2019s Cross-Channel Engagement Benchmark Report, we demonstrate that brands continue to prioritize email above mobile, web and direct mail messaging.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Key metrics on campaign strategies across the customer lifecycle<\/li>\r\n\t<li>Best practices to activate consumer attention and drive brand loyalty<\/li>\r\n\t<li>Expert commentary from our partners and customers<\/li>\r\n<\/ul>","post_title":"Cross Channel Benchmark Report","post_excerpt":"See if your cross-channel strategy stacks up to other global brands","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-benchmark-report","to_ping":"","pinged":"","post_modified":"2020-11-03 08:13:02","post_modified_gmt":"2020-11-03 16:13:02","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/cross-channel-benchmark-report\/","menu_order":29,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-benchmark-report\/"},{"ID":11333,"post_author":"41","post_date":"2020-11-03 02:10:44","post_date_gmt":"2020-11-03 10:10:44","post_content":"<p>If you\u2019re a brand looking looking for better engagement, all roads lead toward mobile. Consumers wielding smartphones are connected 24\/7 to the digital world and regularly interact with email and apps daily. The ways you communicate with them matter more than ever so we\u2019ve created a guide to help you master your mobile messaging.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Four steps to designing and implementing an effective mobile messaging strategy<\/li>\r\n\t<li>Best practices to jump-start mobile engagement with email<\/li>\r\n\t<li>Tips for creating personalized cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Cross-Channel Engagement for Mobile Marketing","post_excerpt":"Personalized 1:1 Messages Across: In-App, Push Notifications & SMS","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-engagement-for-mobile-marketing","to_ping":"","pinged":"","post_modified":"2020-11-03 08:13:38","post_modified_gmt":"2020-11-03 16:13:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/cross-channel-engagement-for-mobile-marketing\/","menu_order":30,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-engagement-for-mobile-marketing\/"},{"ID":11335,"post_author":"41","post_date":"2020-11-03 02:09:46","post_date_gmt":"2020-11-03 10:09:46","post_content":"<div>\r\n<p>Whether you\u2019re launching a new product or generating buzz for your next big event, you must promote and you must do it well. Seamless omni-channel promotion ensures that your customers are getting promotional messaging that drives conversions, and we\u2019ve identified 7 tips to supercharge your next campaign.<\/p>\r\n<p><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Immediately increase the value and impact of your promotional messaging<\/li>\r\n\t<li>Tips for maximizing engagement and conversion rates across your channels<\/li>\r\n\t<li>Examples of how some of today\u2019s top brands are using multi-channel promotion<\/li>\r\n<\/ul>\r\n<\/div>","post_title":"Boost the Success of Promotional Campaigns","post_excerpt":"7 Tips for Mastering Omni-Channel Relevance","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"7-tips-to-boost-the-success-of-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2020-11-03 08:13:54","post_modified_gmt":"2020-11-03 16:13:54","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/7-tips-to-boost-the-success-of-promotional-campaigns\/","menu_order":31,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/7-tips-to-boost-the-success-of-promotional-campaigns\/"},{"ID":11336,"post_author":"41","post_date":"2020-11-03 02:07:48","post_date_gmt":"2020-11-03 10:07:48","post_content":"<p>By partnering with Iterable, Curology eliminated its data silos and increased its treatment plan compliance by 14% by incentivizing its customers with highly relevant messages. Explore the case study to learn how the Curology team improved\u00a0customer engagement by 26%, increasing revenue by 10%.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Find out how Curology used the Iterable platform to send highly relevant messages to their customers<\/li>\r\n\t<li>See how Curology can now identify which members aren\u2019t engaging via SMS, and reach these individuals with targeted emails<\/li>\r\n\t<li>Their methodology for tracking email and site metrics to ensure relevance across all marketing channels<\/li>\r\n<\/ul>","post_title":"Iterable + Curology","post_excerpt":"See how Curology achieved 5X growth with Iterable","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-curology-case-study","to_ping":"","pinged":"","post_modified":"2020-11-03 08:14:10","post_modified_gmt":"2020-11-03 16:14:10","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/iterable-curology-case-study\/","menu_order":32,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/iterable-curology-case-study\/"},{"ID":11337,"post_author":"41","post_date":"2020-11-03 02:06:49","post_date_gmt":"2020-11-03 10:06:49","post_content":"<p>SeatGeek partners with Iterable to reach more customers through more channels and increases revenue 3X. Explore the case study to learn how the SeatGeek team was able to drive success across their marketing channels.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How SeatGeek drove 3X revenue from email and push<\/li>\r\n\t<li>The methodology behind SeatGeek achieving 50% increase of users reached by adding push<\/li>\r\n\t<li>See why Iterable became integral to SeatGeek's Omni-Channel marketing strategy<\/li>\r\n<\/ul>","post_title":"Iterable + SeatGeek","post_excerpt":"See how SeatGeek drove revenue with improved campaign performance","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-seatgeek-case-study","to_ping":"","pinged":"","post_modified":"2020-11-03 08:14:30","post_modified_gmt":"2020-11-03 16:14:30","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/iterable-seatgeek-case-study\/","menu_order":33,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/iterable-seatgeek-case-study\/"},{"ID":11339,"post_author":"41","post_date":"2020-11-03 02:04:52","post_date_gmt":"2020-11-03 10:04:52","post_content":"<p>Using Iterable, Zillow revamped their entire email strategy. Zillow's email team now has the capability to reach their entire database with personalized and behavior-based messaging. Explore the case study to learn how the Zillow team was able to drive such an improvement in email performance.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How Zillow uses Iterable to send personalized content marketing messages<\/li>\r\n\t<li>The methodology behind Zillow achieving 161% lift in open rates &amp; 18% lift in click-to-open rates<\/li>\r\n\t<li>The ways Zillow reaches millions of subscribers with personalized messaging with ease<\/li>\r\n<\/ul>","post_title":"Iterable + Zillow","post_excerpt":"See how Zillow improved email campaign performance with Iterable","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-zillow-case-study","to_ping":"","pinged":"","post_modified":"2020-11-03 08:15:08","post_modified_gmt":"2020-11-03 16:15:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/iterable-zillow-case-study\/","menu_order":34,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/iterable-zillow-case-study\/"},{"ID":11340,"post_author":"41","post_date":"2020-11-03 02:02:54","post_date_gmt":"2020-11-03 10:02:54","post_content":"<p>A powerful growth marketing strategy involves selecting platforms to collect rich behavioral data and create better messaging for your multi-channel campaigns.<\/p>\r\n<p>In this guide, Iterable has partnered with Segment to assist your decision-making when developing your growth marketing stack.<\/p>\r\n<p><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to optimize your marketing campaigns across all channels<\/li>\r\n\t<li>How to leverage customer data to understand down-funnel behavior<\/li>\r\n\t<li>How Iterable and Segment\u2019s joint solution can meet your needs<\/li>\r\n<\/ul>","post_title":"Growth Marketing Guide to Multi-Channel Campaign","post_excerpt":"Optimize your marketing messaging with smarter metrics","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"optimize-marketing-messaging","to_ping":"","pinged":"","post_modified":"2020-11-03 08:15:52","post_modified_gmt":"2020-11-03 16:15:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/optimize-marketing-messaging\/","menu_order":35,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/optimize-marketing-messaging\/"},{"ID":11341,"post_author":"41","post_date":"2020-11-03 02:00:55","post_date_gmt":"2020-11-03 10:00:55","post_content":"<p>E-commerce marketers are continuously searching for new paths to revenue. In our new guide\u00a0\u2013<em>The Top 8 Tips for Driving Revenue with Omni-Channel Marketing\u00a0<\/em>\u2013\u00a0you\u2019ll discover fundamental tactics that leading companies are employing to boost sales and cultivate customer relationships by sending personalized messaging across multiple channels.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Tips for creating personalized content throughout the entire buyer journey<\/li>\r\n\t<li>Steps to provide your audiences with consistent, seamless omni-channel experiences<\/li>\r\n\t<li>Best practices for delivering welcome, re-engagement, and promotional campaigns across multiple channels<\/li>\r\n<\/ul>","post_title":"Driving Revenue with Personalization","post_excerpt":"8 tips for paving the revenue path with Omni-Channel Marketing\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"8-tips-driving-omni-channel-marketing","to_ping":"","pinged":"","post_modified":"2020-11-03 08:17:17","post_modified_gmt":"2020-11-03 16:17:17","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/8-tips-driving-omni-channel-marketing\/","menu_order":36,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/8-tips-driving-omni-channel-marketing\/"},{"ID":11342,"post_author":"41","post_date":"2020-11-03 01:59:57","post_date_gmt":"2020-11-03 09:59:57","post_content":"<p>It\u2019s estimated that <a href=\"https:\/\/www.forbes.com\/sites\/joshbersin\/2017\/05\/26\/google-for-jobs-potential-to-disrupt-the-200-billion-recruiting-industry\/#4b31d5554d1f\">41 million<\/a> job seekers in the U.S. turn to sites like LinkedIn, CareerBuilder, and Hired to help them land their next dream job. The question becomes, how does your company differentiate itself?<\/p>\r\n<p>There\u2019s a massive advantage to be gained by simply improving your own brand of candidate experience. We\u2019ve created a guide that will help you assess your effectiveness when it comes to engaging your candidates and catering to their needs.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 3 principles to help build your omni-channel recruitment outreach<\/li>\r\n\t<li>Why your current candidate experience is leaving job hunters wanting more<\/li>\r\n\t<li>How to power recruiting experiences that create long-term loyalty<\/li>\r\n<\/ul>","post_title":"Growth Marketer's Guide to the Recruiting Industry","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth-marketing-guide-recruitment","to_ping":"","pinged":"","post_modified":"2020-11-03 08:17:36","post_modified_gmt":"2020-11-03 16:17:36","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/growth-marketing-guide-recruitment\/","menu_order":37,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/growth-marketing-guide-recruitment\/"},{"ID":11237,"post_author":"70","post_date":"2020-10-29 10:57:09","post_date_gmt":"2020-10-29 17:57:09","post_content":"<p>The global coronavirus pandemic has significantly changed the way the retail industry solves complex business and communication problems, with an increasing dependence on digital technology.<\/p>\r\n<p>But while the pandemic has certainly accelerated the need to put the \"e\" before commerce, it isn't a new development. In fact, brick-and-mortar retailers have been fighting a fierce battle against e-commerce behemoths (cough cough, Amazon) for years.<\/p>\r\n<p>And although many brands have become accustomed to digital acceleration, it doesn't necessarily mean they're adequately prepared for it. And that's what we're here to discuss\u2014how to connect with customers, even with limited budget and resources.<\/p>\r\n<p>In the first installment of our newest series, \u201cAsk an Iterator,\u201d we\u2019re asking <a href=\"https:\/\/www.linkedin.com\/in\/zachary-gholikely-52709643\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zack Gholikely<\/a>, our Head of Agency Partnerships, how companies big and small can stay competitive in the chaos.<\/p>\r\n<h3>Ask an Iterator: Zack Gholikely<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-11259\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Zack-Gholikely.jpeg\" alt=\"Zack Gholikely headshot\" width=\"299\" height=\"299\" \/><\/h4>\r\n<h4>Why are you the right person to talk about connecting with customers?<\/h4>\r\n<p>I entered the marketing technology space in 2012 during the \u201c<a href=\"https:\/\/www.journals.uchicago.edu\/doi\/pdfplus\/10.1086\/674019\" target=\"_blank\" rel=\"noopener noreferrer\">big data revolution<\/a>.\u201d At that time, media and martech were full of reports and projections on how big data was going to transform, business, government, marketing, and the economy. It was exciting, but it was generating heavy economic uncertainty.<\/p>\r\n<p>Of course, 2012 was nowhere close to the chaos of 2020 (pandemic, social unrest, elections). But it was the onset of big data, and the development of economy-undermining predictive models. It was a digital transformation married to economic and political uncertainty, reminiscent of what is happening today.<\/p>\r\n<p>Today, COVID-19 is expediting the proliferation of the technology landscape. More customers and businesses are online and digitally-enabled now than ever before. It's 2012 times 100. And it's gotten me thinking creatively about how companies can connect with customers, starting with embracing the digital landscape.<\/p>\r\n<h4>How should businesses connect with customers, without a high initial investment of time and money?<\/h4>\r\n<p>I would say start with a mindset shift and focus on establishing trust and following your businesses' heart. It's what we tell our small and medium-sized business (SMB) customers to start with. And SMBs need to play a different game than larger brands who can, in a pinch, fall back on scale and delivery speed.<\/p>\r\n<p>Put simply, brands that are behind the curve in the digital transformation journey should lean on their winning traits as they reimagine their business and marketing model. For many, this is establishing trust, developing connections, and diversifying their customer experience.<\/p>\r\n<p>Of course, building trust is not a one-and-done or simple task. But that doesn't mean it's expensive. There are economical ways of doing it. Small things\u2014like collecting reviews, sending out surveys, website management, and message customization\u2014are all things you should be doing right now to build trust with customers.<\/p>\r\n<p>You need to show your customer that you are taking their feedback and acting upon it. And you need to be <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalizing their experience.<\/a> A modern technology stack can help make this trust-building exercise relatively easy and inexpensive.<\/p>\r\n<h4>Can you give us an example?<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/solutions\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Take email, as an example<\/a>. It's a tried-and-true mechanism for messaging if you know how to wield it (and, again it's inexpensive). I'd recommend you focus on capturing customer data through kinetic email design.<\/p>\r\n<p>With a kinetic email design, you remove the chicken and egg scenario of the customer interaction. By that I mean, we need more data on our customers to get them back to the site and to personalize their messaging, but how can we collect this data? What do we do?<\/p>\r\n<p>The kinetic design in an email allows you to essentially put a website inside of your user\u2019s inbox. You will be able to get a ton of data back without getting them to come to your site. And, because a kinetic email looks incredible, they will probably come back to your site anyway!<\/p>\r\n\r\n[caption id=\"attachment_11272\" align=\"alignnone\" width=\"667\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/introducing-google-pixel-buds\"><img class=\"wp-image-11272\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/introducing-google-pixel-buds.png\" alt=\"Google Pixel Buds Email\" width=\"667\" height=\"3617\" \/><\/a> <em>Google delivers a kinetic \"Pixel Buds\" email that really wows: The product image changes colors per your selection, and the \"Add to Cart\" button reveals a working quantity selection that calculates your total cost in real time. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/introducing-google-pixel-buds\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Once you have optimized the <a href=\"https:\/\/iterable.com\/blog\/ready-restart-email-marketing-operations\/\" target=\"_blank\" rel=\"noopener noreferrer\">email channel<\/a> and collected subscriber data, you can identify what your customers value.\u00a0 This will inform your digital transformation, e-commerce site design, and cross-channel strategy.<\/p>\r\n<h4>What should SMBs focus on?<\/h4>\r\n<p>For SMBs, it's important to recognize an implicit strength\u2014the \"small\" part of SMB: Locality. <a href=\"https:\/\/www.news-journalonline.com\/story\/business\/2020\/10\/25\/covid-volusia-flagler-shop-local\/5990419002\/\" target=\"_blank\" rel=\"noopener noreferrer\">It's where customers will shop this season<\/a>.<\/p>\r\n<p>Given a choice between a local store and a major chain, consumers know what they are going to experience at each location: At a chain, they will have the convenience of knowing they will find their product at an affordable cost, but what is lacking in these big-box engagements is <em>personality<\/em>.<\/p>\r\n<p>And it's that personal connection, where memory is attributed to a brand, that relates to today\u2019s consumer! Leverage your locality to connect with customers.<\/p>\r\n<h4>What about mid-market to enterprise brands? What can they do to connect with customers?<\/h4>\r\n<p>If you are an enterprise brand, and you haven\u2019t started the process of digital transformation, do that right now. Get out of your vendor-locked cloud contracts and start to get some best-in-class solutions. It's quick and painless with the right team and product helping you make the transition.<\/p>\r\n<p>Like I said before, you might have the scale and delivery speed on lock from a logistical perspective. But unless you have a modern tech stack, the most sophisticated brand strategies\u2014to personalize and connect with customers\u2014can not be achieved.\u00a0<\/p>\r\n<p>Take, for instance, digital communication. Every customer expects real-time communication throughout their entire journey with a brand. Delivering instant communication is a prerequisite to connecting with customers. But legacy marketing automation provides simply can't deliver on this expectation, due to FTP and building segments through SQL. And without the ability to reach customers in real-time, meaningful connections will not be made.<\/p>\r\n<p>Brands of any size, but especially mid-market and enterprise brands, can't forget that humans with real feelings and emotions are on the receiving end of every marketing message. That is especially relevant and important now when <a href=\"https:\/\/iterable.com\/blog\/celebration-scarcity-joy-socially-distanced-world\/\" target=\"_blank\" rel=\"noopener noreferrer\">consumer confidence (and holiday spirits) are low.<\/a><br \/>\r\n<br \/>\r\nSometimes you need to ask how the customer is doing and provide emotional support or an opportunity for a friendship. The brands that don\u2019t strive for sale will be the ones that succeed. Big or small.<\/p>\r\n\r\n[caption id=\"attachment_11246\" align=\"alignnone\" width=\"436\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/-surprise-a-special-zk-reward-for-you\"><img class=\"wp-image-11246 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Zoes-kitchwn-436x1024.png\" alt=\"Connecting with customers: A sweet surprise from Zoe's Kitchen\" width=\"436\" height=\"1024\" \/><\/a> <em>A sweet surprise for customers is a great way to show your appreciation. BRB while we sign up for their loyalty program. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/-surprise-a-special-zk-reward-for-you\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>What is your advice for all companies, regardless of size, to connect with customers?<\/h4>\r\n<p>There are no generic formulas or \u201cbest practices\" I can share. Each brand has a unique digital journey. In fact, I am of the firm belief that following an overriding \"best practice\" will just turn you into your competitor. Which you NEVER want.<\/p>\r\n<p>My lasting advice is to stay true to your brand's voice and your brand\u2019s heart. We will never go back to a world where your company\u2019s values don\u2019t matter. Your company's value is worth more than your product. Don't dilute it, and make your business's soul a part of your e-commerce marketing strategy.<\/p>\r\n<h4>So what next?<\/h4>\r\n<p>No matter the size of your business, or where you are on your digital journey, you can connect with customers\u2014quickly and without a high initial investment, if you know what you need. It may be helpful to level-set how <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">mature your marketing is<\/a> currently before you make a plan.<\/p>\r\n<p>We know that this world is scary right now, but we want your brand to not only survive\u2014but <em>thrive. <\/em>And connecting with customers where they are, with exactly what they want to see, is the way to do it.<\/p>\r\n<p>Of course, mindset is everything. As you take the next step in your personalization and e-commerce enablement journey, repeat the following affirmations:<\/p>\r\n<blockquote><em>I am doing fantastic work.<\/em><\/blockquote>\r\n<blockquote><em>I will not stray too far from who I am, or my mission. Staying true to my mission is my value proposition. Consistency will be my legacy.<\/em><\/blockquote>\r\n<blockquote><em>First-party and zero-party data are king; build connections by establishing trust.<\/em><\/blockquote>\r\n<blockquote><em>I will prioritize my customers by listening to them and acting on what I hear.<\/em><\/blockquote>\r\n<h3>Connecting With Customers: Just Be Human<\/h3>\r\n<p>Humanity. We\u2019re really big on this concept at Iterable. We\u2019re in the people business, and our mission is to connect people with products that bring them joy. Which is why we\u2019re bringing our people (who also bring us a ton of joy!) straight to you in our \"Ask an Iterator\" series.<\/p>\r\n<p>If you have a question you'd like our Iterators to answer, <a href=\"http:\/\/twitter.com\/Iterable\">DM Iterable on Twitter<\/a>. You may find yourself in our next feature! To stay up-to-date on new \"Ask an Iterator\" posts, <a href=\"https:\/\/iterable.com\/newsletter-registration\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up for our biweekly blog newsletter<\/a>.<\/p>\r\n<p>And if your brand is on the path to getting your martech in order, we can help. We will work with your team to recapture relevance and personalize your marketing\u2014the right and responsible way. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Reach out today<\/a> to learn more.<\/p>","post_title":"Ask an Iterator: Zack Gholikely on Connecting With Customers","post_excerpt":"How can businesses connect with customers without a high initial investment of time and money? We ask our Head of Agency Partnerships, Zack Gholikely.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"zack-gholikely-connecting-with-customers","to_ping":"","pinged":"","post_modified":"2020-10-29 11:43:08","post_modified_gmt":"2020-10-29 18:43:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11237","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/zack-gholikely-connecting-with-customers\/"},{"ID":11220,"post_author":"35","post_date":"2020-10-28 09:05:11","post_date_gmt":"2020-10-28 16:05:11","post_content":"<p>In retail and e-commerce, promotions can often feel like you\u2019re being rushed. \u201cNo time to waste!\u201d they yell. \u201cDon\u2019t miss out on these hot deals,\u201d they plead. Depending on your buying habits, it can turn into a cacophony of percentages and proclamations.<\/p>\r\n<p>It\u2019s a bad rap. And one that\u2014since we\u2019re all friends here\u2014has a kernel of truth to it. Go ahead and look at the inbox you deemed worthy of receiving promotions. We\u2019ll wait.<\/p>\r\n<p>Much to our relief though, that kernel of truth is shrinking to a degree. Brands are increasingly focusing on providing value at the personal level, which means relevancy is paramount.<\/p>\r\n<p>It\u2019s less about strict selling and more about lifestyle improvement. The modern marketer faces an interesting creative challenge of finding ways to marry the \u201ctraditional\u201d promotions with various other business offerings and make sure the messages resonate with each individual.<\/p>\r\n<p>We\u2019ve found three trends happening today that demonstrate how brands are taking the consumer\u2019s time, preferences, and inbox into account. But first, what goes into building a solid promotional campaign?<\/p>\r\n<p>In this short video, you\u2019ll find the \"who, what, where, when, why, and how\u2019s\" you have to consider each time you venture into sending a new promotional campaign.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/6ktdwhw4SWI[\/embed]<\/p>\r\n<p>Glad you\u2019re back! Now that you understand where to start with your promotions, let\u2019s dive right into the trends.<\/p>\r\n<h3>Don\u2019t Miss Out! 3 Must-Have Promotional Campaign Trends<\/h3>\r\n<h4>1. Consistency Is Key<\/h4>\r\n<p>Yes, it\u2019s important to maintain a consistent frequency in your promotions, but this is not what we\u2019re referring to here. The modern customer experience is about simplicity and personalization.<\/p>\r\n<p>Marketers are coming up against numerous devices, countless distractions, and, after all that, competitors vying for the same attention. You can break through the noise by building connections that make the process easier for consumers.<\/p>\r\n<p>A quick connection we\u2019ve seen is to bring the buying process into the promotional campaign.<\/p>\r\n<p>We\u2019ve seen brands adopt this strategy in the last few years by designing their promotional emails to mimic the browsing and buying experience that comes from a desktop or mobile web browsing session.<\/p>\r\n<p>Cosmetics leader <a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sephora<\/a> combined personalization with product browsing in this message to us. In doing so, we\u2014as the consumer\u2014see items we had browsed laid out exactly as they would be as if we were in the midst of shopping. The layout drives a connection between reading the email and the experience of shopping.<\/p>\r\n\r\n[caption id=\"attachment_11221\" align=\"alignnone\" width=\"779\"]<a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11221 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.12.48-PM-779x1024.png\" alt=\"Promotional Campaign Trends: Sephora email\" width=\"779\" height=\"1024\" \/><\/a> <em>Yes, we had previously browsed for Bum Bum Cream. Why do you ask? Source: <a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sephora<\/a><\/em>[\/caption]\r\n\r\n<p>Marketing is about feeling. If you are able to replicate that feeling of online shopping by just sending an email, that\u2019s a great start in prompting a new shopping session. Better yet, modern tools like <a href=\"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">AMP for Email<\/a> can help you actually bring the purchasing experience into the email as well.<\/p>\r\n<h4>2. Lots to Cover, So Little Time<\/h4>\r\n<p>Retailers and e-commerce companies often have many products across a wide range of categories.<\/p>\r\n<p>Home decor provider <a href=\"https:\/\/www.allmodern.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">AllModern<\/a>, for example, sells furniture, rugs, and lighting as its top categories. <em>Then<\/em> within each of these categories, there are different product lines. Take a look at this email to see just how many lighting product lines they offer.<\/p>\r\n\r\n[caption id=\"attachment_11222\" align=\"alignnone\" width=\"693\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/lighting-sale\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11222 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.19.38-PM-693x1024.png\" alt=\"Promotional Campaign Categories: AllModern email\" width=\"693\" height=\"1024\" \/><\/a> <em>The best way to have the most well-lit room possible. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/lighting-sale\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>More and more brands are sending emails that look similar to this as it\u2019s a brilliant opportunity to hone in on user preferences. This email engagement can fill out user profiles with valuable information to help tailor future promotions to an individual\u2019s preferences.<\/p>\r\n<p>While this trend is not as outwardly flashy, it is the type of trend that marketers need in their toolkit to shorten the time to hyper-personalization and accurate <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation<\/a>.<\/p>\r\n<h4>3. More Than Products<\/h4>\r\n<p>There\u2019s so much more than just good products that make a brand these days\u2014though good products sure do help. Beauty brands have budding YouTube channels with tips and tricks, and brands like Nike and Adidas have gone beyond athletic wear to also provide workout apps where consumers can put their clothes into action.<\/p>\r\n<p>Efforts like these go beyond the product and turn the brand into a lifestyle expert and ecosystem. Great promotional campaigns bring these aspects of a brand\u2019s offerings to the forefront.<\/p>\r\n<p>We have seen increasingly more promotions that incorporate content assets to help drive home the idea that these brands are experts in their fields. Take this email from mattress provider <a href=\"https:\/\/casper.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Casper<\/a>. They promoted a list of 70+ sleep statistics and trends.<\/p>\r\n\r\n[caption id=\"attachment_11223\" align=\"alignnone\" width=\"480\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-much-do-you-know-about-sleep\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11223 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.37.19-PM-480x1024.png\" alt=\"Promotional Campaign Content: Casper email\" width=\"480\" height=\"1024\" \/><\/a> <em>Casper is helping turn you into a sleep expert too! Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-much-do-you-know-about-sleep\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>It\u2019s a trend towards highlighting value outside the product itself. It shows the brand has done its homework and become a subject matter expert\u2014a go-to source when you have questions.<\/p>\r\n<p>Promotions such as these bring up a point often missed: Your promotions don\u2019t always have to be about immediate conversions and transactions. A deeper relationship with users comes from adding value in a way that shows the mission that drives your business\u2014like Casper\u2019s goal to give you a better sleep. Such a relationship then fosters longer-term loyalty and sustained conversions down the road.<\/p>\r\n<h3>Quick Wins to Level Up Your Promotions<\/h3>\r\n<p>As we\u2019ve said, there are many ways you can engage your audience with marketing communications, but regardless of how your business uses promotional campaigns, here are three quick wins you can start using today to level up your strategy.<\/p>\r\n<ol>\r\n\t<li><strong>Be Open With Your Intent:<\/strong> No matter the \u201cwhy\u201d or \u201cwhat\u201d of your promotion, you have to be open with users about what it is you\u2019re promoting. Whether it\u2019s a new product or seasonal sale, it\u2019s important to help users identify the purpose of your promotion with ease. Show users you value their time by keeping the message short, simple, and sweet.<\/li>\r\n\t<li><strong>Automate With Real-Time Dynamic Data:<\/strong> You likely won\u2019t send each consumer their favorite items on the first try...or even the second or third. But you can make the process of drilling into an individual\u2019s preferences by incorporating behavior as it happens through dynamic segmentation and content that updates in real time.<\/li>\r\n\t<li><strong>Invest in Design:<\/strong> This one seems a little obvious. However, design can sometimes be overlooked for how important it truly is. Looks aren\u2019t everything, but they do matter, so when planning out your promotional campaigns, identify a design element that will create a through-line for users while maintaining an air of professionalism and visual appeal. Brand recognition is integral to increasing customer lifetime value and loyalty.<\/li>\r\n<\/ol>\r\n<h3>The Road Slightly Less Traveled<\/h3>\r\n<p>Promotional campaigns are a tried-and-true marketing strategy. Everyone promotes their brand in <em>some<\/em> way, but as these trends show, you don\u2019t have to send your promotions in the <em>same<\/em> way.<\/p>\r\n<p>Your brand has value and your relationship with your customers is wholly your own. Try incorporating these trends into your promotional strategies and see how your users react. Consumers love a good discount, but they just might also enjoy seeing something a bit different from the daily deals.\u00a0<\/p>\r\n<p><em>Learn all about promotional campaigns\u2014and a lot more\u2014in our guide to giving your marketing a red carpet-worthy makeover. Download the guide today!<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"Hurry! These 3 Promotional Campaign Trends Are Hot!","post_excerpt":"We\u2019ve found 3 popular promotional campaign trends that demonstrate how brands are taking the consumer\u2019s time, preferences, and inbox into account.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-hot-promotional-campaign-trends","to_ping":"","pinged":"","post_modified":"2020-10-28 09:05:11","post_modified_gmt":"2020-10-28 16:05:11","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11220","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-hot-promotional-campaign-trends\/"},{"ID":11199,"post_author":"35","post_date":"2020-10-22 10:23:07","post_date_gmt":"2020-10-22 17:23:07","post_content":"<p>To paraphrase <a href=\"https:\/\/www.irishtimes.com\/culture\/books\/ten-great-opening-lines-in-literature-1.1732305\" target=\"_blank\" rel=\"noopener noreferrer\">Tolstoy<\/a>, \"Not all consumers are marketers, but all marketers are consumers.\" Every once in a while, in creating marketing content, campaigns, and strategies, we can lose sight of what's really the deciding factor in terms of marketing success: the customer experience.\u00a0<\/p>\r\n<p>Marketers create the customer journey that fits their brand. We look at our competitors to see what they're doing. We look at data and glean insights from this numerical story. It's smart. It's good strategy. And it can be a little too hyper-focused.\u00a0<\/p>\r\n<p>Our newest series, the Customer Experience Analysis, gives you a look at the journey from a different perspective, but one that is all too familiar to us: the consumer perspective.\u00a0<\/p>\r\n<p>Much like our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a>, we put ourselves in the position of an engaged consumer finding a brand for the first time. We completed various actions over the course of three weeks (created an account, browsed items, favorited items, abandoned carts) to trigger messaging. The results are at the bottom of this post, free and ungated for your viewing pleasure.\u00a0<\/p>\r\n<h3>The Customer Experience From the Customer Perspective<\/h3>\r\n<p>In the graphic linked below, we have outlined the experience with UK-based online retailer <a href=\"https:\/\/www.asos.com\/us\/women\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS<\/a>, identified strengths and opportunities, and provided a few takeaways that you can start implementing into your strategies today.\u00a0<\/p>\r\n<p>All told, the breakdown of messages from ASOS over the research period was as follows:<\/p>\r\n<ul>\r\n\t<li>27 total marketing messages<\/li>\r\n\t<li>14 emails (12 promotions, 1 welcome email, 1 cart abandonment email)<\/li>\r\n\t<li>13 mobile messages (11 push notifications, 2 in-app messages)<\/li>\r\n<\/ul>\r\n<p>Whether you're in e-commerce or retail or neither, the takeaways from our analysis of the ASOS experience relate to most marketing strategies. For example, incorporating browsing behavior into promotions or even browse abandonment campaigns personalizes the experience and promotes customer loyalty in the long term. By integrating this data into campaigns, you open the door for relevant content, which can be a key differentiator as 72% of consumers\u00a0<em>only<\/em> engage with marketing that is <a href=\"https:\/\/smarterhq.com\/privacy-report\" target=\"_blank\" rel=\"noopener noreferrer\">personalized to their preferences<\/a>.<\/p>\r\n<p>With that said, these analyses are not a <em>comprehensive<\/em> look at a brand's journey. We've included enough actions in 3 weeks that we can get a good look at a majority of the journey, but there are aspects that we have not covered. For example, ASOS sends restocking messages when favorited or abandoned items have been restocked. In our research we happened to not select items that were out of stock, so these messages did not come through.\u00a0<\/p>\r\n<p>By shifting the perspective to that of the consumer, we hope this series helps spark ideas to bring your customers an even better experience.\u00a0<\/p>\r\n<p><a href=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Customer-Experience-Analysis_ASOS-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-large wp-image-11205\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Customer-Experience-Analysis_ASOS_CTA-Banner.png\" alt=\"\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"A Closer Look at the Customer Experience: ASOS","post_excerpt":"Our newest series, the Customer Experience Analysis, gives you look at the journey from a different perspective: the consumer perspective.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-experience-asos","to_ping":"","pinged":"","post_modified":"2020-10-22 14:27:06","post_modified_gmt":"2020-10-22 21:27:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11199","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/customer-experience-asos\/"},{"ID":11195,"post_author":"74","post_date":"2020-10-21 11:39:31","post_date_gmt":"2020-10-21 18:39:31","post_content":"<p>Are you planning ahead for next year but not sure where to begin?<\/p>\r\n<p><br \/>\r\n2020 has certainly been a life-changing year. The way we live and shop has fundamentally changed. We are seeing hyper digital transformation, the rise of essential commerce, and increased mobile app competition. We are more digitally connected than ever before but what does this mean for your customers, and your marketing?<\/p>\r\n<p><br \/>\r\nJoin us for a virtual fireside chat to discuss the top 10 marketing predictions for 2021 with leaders from Yodel Mobile, Splink Industries\/ My Theory Test by James May and HomeExchange.<\/p>\r\n<p>During this session you'll learn:<\/p>\r\n<ul>\r\n\t<li>The top 10 marketing predictions for 2021<\/li>\r\n\t<li>Mobile, email and cross channel trends you need to know<\/li>\r\n\t<li>Examples of brands leading the pack into 2021<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Planning Ahead: Marketing Predictions for 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"planning-ahead-marketing-predictions-for-2021","to_ping":"","pinged":"","post_modified":"2020-11-17 13:09:03","post_modified_gmt":"2020-11-17 21:09:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=11195","menu_order":7,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["webinar","popular-download"],"term_names":["Webinar","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/planning-ahead-marketing-predictions-for-2021\/"},{"ID":11187,"post_author":"7","post_date":"2020-10-21 09:20:53","post_date_gmt":"2020-10-21 16:20:53","post_content":"<p>November is nearly here\u2014the month when the holiday marketing machine swings into full gear, thanks to Black Friday, Cyber Monday and Thanksgiving in the U.S. But one holiday often gets either overlooked or given only cursory treatment\u2014Veterans Day on Nov. 11.<\/p>\r\n<p>Although Veterans Day isn't one of the <a href=\"https:\/\/nrf.com\/insights\/retail-holiday-and-seasonal-trends\" target=\"_blank\" rel=\"noopener noreferrer\">National Retail Federation's top 10 shopping holidays<\/a>, here\u2019s why it could earn a place in your holiday messaging lineup:<\/p>\r\n<ul>\r\n\t<li>It gives your customers' inboxes a break from the \"All Black Friday all the time\" messaging that characterizes so many promotional email campaigns in November. You can choose to tie it to a promotion or send a simple and heartfelt message.<\/li>\r\n\t<li>Veterans Day is a timely way to honor the <a href=\"https:\/\/www.usatoday.com\/story\/money\/2020\/02\/04\/states-with-the-most-veterans\/41040299\/\" target=\"_blank\" rel=\"noopener noreferrer\">approximately 18 million U.S. veterans<\/a> who make up 7.1% of the population. The U.K. has <a href=\"https:\/\/www.gov.uk\/government\/publications\/veterans-factsheet-2020\" target=\"_blank\" rel=\"noopener noreferrer\">2.4 million veterans<\/a>, who make up 5% of the population over age 16.<\/li>\r\n\t<li>It's also a natural fit if your brand supports veterans-related charities, such as the Wounded Warriors Project or general charities that count veterans among the populations they serve, such as housing or recovery services.<\/li>\r\n<\/ul>\r\n<h3>Veterans Day Background and Strategy<\/h3>\r\n<p>The meaning of Veterans Day has changed over the years. It began as <a href=\"https:\/\/en.wikipedia.org\/wiki\/Armistice_Day\" target=\"_blank\" rel=\"noopener noreferrer\">Armistice Day<\/a>, recognizing Nov. 11, the day the Allies and Germany signed a treaty in France to end World War I.<\/p>\r\n<p>After World War II, many governments broadened the focus. The U.S. changed the name to Veterans Day, and Armistice Day became Remembrance Day in British Commonwealth countries like the U.K., Canada and Australia. In France, it remains \"<em>L'armistice de la Premi\u00e8re Guerre Mondiale<\/em>.\"<\/p>\r\n<p>But the day continues to be celebrated on Nov. 11. The observation of Veterans Day had been moved to the fourth Monday of October in 1971 as part of the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Uniform_Monday_Holiday_Act\" target=\"_blank\" rel=\"noopener noreferrer\">Uniform Monday Holiday Act<\/a>, which moved several U.S. federal holidays to Mondays to create three-day weekends. But, in 1978, Nov. 11 was restored as the observation day.<\/p>\r\n<p>Whatever you call it, the holiday's primary purpose is to honor the nation's living military veterans. That's an important distinction. <a href=\"https:\/\/iterable.com\/blog\/4-ways-memorial-day-email-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">Memorial Day<\/a> usually gets treated as the all-purpose military-related holiday, but that holiday is intended to honor only those who died in active service.\u00a0<\/p>\r\n<p>If you want to send a \"Thank you for your service\" email, Veterans Day is the right time to do it.\u00a0<\/p>\r\n<h3>Five Email Campaigns that Enlist Support for Veterans\u00a0<\/h3>\r\n<h4>1. Make it meaningful<\/h4>\r\n<p>Many brands stick to a generic \"Veterans Day Sale\" theme, but why not take a little extra time to come up with an email that says \"Thank you\" more effectively? You don't have to write an essay. Rather, a headline and a heartfelt paragraph might be all you need to express your thoughts.<\/p>\r\n<p>If your offer is for your physical locations, be sure your email content explains clearly who qualifies for your Veterans Day promotion, as this email from The Honey Baked Ham Company shows.<\/p>\r\n\r\n[caption id=\"attachment_11188\" align=\"alignnone\" width=\"444\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/529fa104-096c-f196-f676-e8b423b3805c\"><img class=\"wp-image-11188 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-1-Honey-Baked-Ham.png\" alt=\"The Honey Baked Ham Company Veterans Day promotion\" width=\"444\" height=\"1296\" \/><\/a> <em>The Honey Baked Ham Company uses traditional imagery to promote a Veterans Day special. <a href=\"https:\/\/www.mailcharts.com\/emails\/529fa104-096c-f196-f676-e8b423b3805c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Some brands restrict their offers to active-duty personnel, while others include any veteran who can show proof of service, such as a Veterans Administration or Disabled American Veterans card, discharge papers, base access permit or other government-issued documentation.<\/p>\r\n<p>This Timberland email takes a slightly different approach. The message doesn't feature the patriotic themes or red-white-and-blue colorways of other Veterans Day emails in this collection, but its \"Thank You\" message is prominent in the middle body of the message. It also is explicit about the terms and conditions of its offer\u2014the discount, the eligible locations, sale days and required ID.<\/p>\r\n\r\n[caption id=\"attachment_11192\" align=\"alignnone\" width=\"438\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/5e0839c9-8579-64f6-d1a2-7c2d27288155\"><img class=\"wp-image-11192 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-2-Timberland.png\" alt=\"Timberland Veterans Day Sale\" width=\"438\" height=\"1296\" \/><\/a> <em>This Timberland email combines a simple \"Thank you\" message with clear rules about how to take advantage of the special discount. <a href=\"https:\/\/www.mailcharts.com\/emails\/5e0839c9-8579-64f6-d1a2-7c2d27288155\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Offering special promotions to veterans is another popular way of recognizing your veteran customers. If your brand regularly offers discounts or other benefits for veterans, the next tip gives you an authentic and on-brand way to publicize your program.<\/p>\r\n<h4>2. Tell a story<\/h4>\r\n<p>This approach is appropriate for brands that invest in veterans' programs year-round, either by supporting veterans' charities, giving preference to veterans when hiring or other means of contributing. Be specific in explaining what you do\u2014better yet, use your email to highlight some of the people who have benefited from your efforts.<\/p>\r\n<p>That's what this Veterans Day email from Mizzen + Main is all about. The men's clothing brand tells a straightforward story of one of the veterans its support has helped. Video brings this veteran's story to life, and the brief backstory provides key details. Although the message promotes the brand's support, the focus is on the story, with a muted approach to promotions.<\/p>\r\n\r\n[caption id=\"attachment_11191\" align=\"alignnone\" width=\"422\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/cc36994f-943b-dddd-8fe6-dbdb681f5c3c\"><img class=\"wp-image-11191 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-3-MizzenMain.png\" alt=\"Mizzen + Main: Meet Donovan Hollis\" width=\"422\" height=\"1296\" \/><\/a> <em>Mizzen + Main uses its Veterans Day email to focus on a veteran it sponsors for a local physical rehab service. <a href=\"https:\/\/www.mailcharts.com\/emails\/cc36994f-943b-dddd-8fe6-dbdb681f5c3c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Death Wish Coffee, based in Saratoga Springs, N.Y., uses its email platform to support a local veterans' service agency with a unique fundraiser: selling a custom-designed mug commemorating the Battle of Saratoga in the Revolutionary War.\u00a0<\/p>\r\n<p>Besides giving customers a mini history lesson, the email hits the right authenticity notes for fundraising: It lists the goal, explains how much of the purchase price actually supports the effort, which group benefits and which population it serves.<\/p>\r\n\r\n[caption id=\"attachment_11190\" align=\"alignnone\" width=\"576\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/196b9690-9344-65b3-58cf-0ebd7cc88865\"><img class=\"wp-image-11190 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-4-Death-Wish-Coffee.png\" alt=\"Death Wish Coffee Email\" width=\"576\" height=\"1020\" \/><\/a> <em>Authenticity is an important component for a compelling Veterans Day message, and this email delivers on its mission. <a href=\"https:\/\/www.mailcharts.com\/emails\/196b9690-9344-65b3-58cf-0ebd7cc88865\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Be diverse<\/h4>\r\n<p>About 2 million of the 18 million U.S. veterans are women, but most of the images we found in searching email databases like MailCharts or Really Good Emails focuses on men. Look for images that reflect gender and racial diversity.\u00a0<\/p>\r\n<p>Under Armour's email promotes both its shoes and its UA Freedom program that funds several veterans' organizations. The man and woman pictured in the email might not be actual veterans or active-duty personnel, but their images and the email copy reflect this often-overlooked diversity.<\/p>\r\n\r\n[caption id=\"attachment_11189\" align=\"alignnone\" width=\"332\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/140e0707-c268-113d-630c-e9efbe0a5ce8\"><img class=\"wp-image-11189 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-5-Under-Armour.png\" alt=\"Under Armour Honoring Our Veterans\" width=\"332\" height=\"1296\" \/><\/a> <em>The images in this Under Armour email reflect some of the diversity that makes up America's active-duty and veteran populations. <a href=\"https:\/\/www.mailcharts.com\/emails\/140e0707-c268-113d-630c-e9efbe0a5ce8\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>Wrapping Up: Keep It Real on Veterans Day<\/h3>\r\n<p>Each of the emails in this collection takes a slightly different approach to recognize Veterans Day. Most include a promotion, although The Honey Baked Ham Company offers a straight freebie\u2014free sandwich and drink. Death Wish Coffee, Under Armour and Mizzen + Main soft-pedal promotions and devote their prime email real estate to their Veterans Day charitable efforts instead. Timberland adds a no-frills \"Thank you for your service\" message to a promotional email.<\/p>\r\n<p>What do they all have in common? Each email stays true to its brand while still offering a meaningful Veterans Day message. Sincerity is important in Veterans Day messaging. If you don't believe your brand has a relevant message, it's better to skip the holiday than to send out a message your customers could perceive as offensive or missing the mark.<\/p>\r\n<p>Not sure whether you're on the right path? Ask a vet! If no one on your payroll is a veteran, look for a parent, sibling, cousin, spouse or friend who served in a branch of the military. Vets are an excellent sounding board to make sure your message strikes the right tone.<\/p>\r\n<p><em>Want to learn from the veterans at Iterable? <a href=\"https:\/\/www.crowdcast.io\/e\/expert-talks-iterable\/register\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the replay of our webinar<\/a> with Shift.org with three of our amazing team members: Jamie Toulze, Army veteran and Security, Trust and Privacy Manager; Kris Vallecer, Army veteran and Accounting Manager; and Nate Meir, Army veteran and IT Client Platform Engineer. In this panel, they share their expertise and experiences transitioning into their post-military careers.<\/em><\/p>","post_title":"5 Emails to Inspire a Memorable Veterans Day Campaign","post_excerpt":"November is nearly here: Is Veterans Day in your holiday messaging lineup? Here are five things to consider before thanking veterans for their service.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-memorable-veterans-day-campaign","to_ping":"","pinged":"","post_modified":"2020-10-21 11:26:11","post_modified_gmt":"2020-10-21 18:26:11","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11187","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-tips-memorable-veterans-day-campaign\/"},{"ID":11164,"post_author":"70","post_date":"2020-10-20 09:08:43","post_date_gmt":"2020-10-20 16:08:43","post_content":"<p>Growth Marketing. You may think that it's one of those ever-present <a href=\"https:\/\/www.trustradius.com\/buyer-blog\/119-hated-business-buzzwords\" target=\"_blank\" rel=\"noopener noreferrer\">business buzzwords<\/a> we always hear.\u00a0 But unlike terms like \u201csynergy\u201d and \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-best-practices-love-poem\/\" target=\"_blank\" rel=\"noopener noreferrer\">best practice<\/a>,\u201d growth marketing holds real significance. As growth marketing gains relevance, it's important for marketers to understand <a href=\"https:\/\/iterable.com\/solutions\/growth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">what it means<\/a>, so they can deploy it.<\/p>\r\n<p>So what is growth marketing? It's the practice of <a href=\"https:\/\/iterable.com\/blog\/10-interpretations-growth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">leveraging data to foster engagement<\/a>, create meaningful relationships and increase customer lifetime value.<\/p>\r\n<p>The difficulty of growth marketing, as you can see, isn't in the definition. It's in the application. Creating meaningful relationships is hard to do between two humans, so how is a brand expected to achieve intimacy with even one customer, let alone millions of them?<\/p>\r\n<p>It's difficult, yes. But things that matter are hard. And your customers certainly matter.<\/p>\r\n<p>But building an effective growth marketing strategy is not impossible. Not even close.<\/p>\r\n<h3>5 Steps to Building an Effective Growth Marketing Strategy<\/h3>\r\n<p>Meet <a href=\"https:\/\/www.linkedin.com\/in\/garin-hobbs-942b243\/\" target=\"_blank\" rel=\"noopener noreferrer\">Garin Hobbs<\/a>, resident expert on market insights at Iterable, and <a href=\"https:\/\/www.linkedin.com\/in\/samlarsen1\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sam Larsen<\/a>, director of growth at <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, focused on helping businesses innovate by improving the customer experience through data.<\/p>\r\n<p>They're experts in customer relationship building, and recently they <a href=\"https:\/\/mixpanel.com\/webinars\/building-better\/5-steps-to-an-effective-growth-marketing-strategy\/\">held a webinar<\/a> to share five tried-and-true steps to building an effective growth marketing strategy.<\/p>\r\n\r\n[caption id=\"attachment_11166\" align=\"alignnone\" width=\"709\"]<img class=\"wp-image-11166 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-3.22.05-PM.png\" alt=\"5 Steps to Creating an Effective Growth Marketing Strategy\" width=\"709\" height=\"181\" \/> <em>Mixpanel and Iterable work together to walk you through the \"5 Steps to Creating an Effective Growth Marketing Strategy.\"<\/em>[\/caption]\r\n\r\n<h4>Step 1: Review Your Current Strategy<\/h4>\r\n<p>While it's imperative to build your brand in your business's vision, it's much more important to visualize your business through your customers' eyes. In today's market, especially, few brands offer entirely unique products or services. It is when a marketplace is saturated with similar products that marketers should stop and think.<\/p>\r\n<p>A few years ago, the question \"<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2019\/11\/12\/whats-more-important-value-or-price-and-how-to-project-value-to-customers\/#6baf08c41f87\" target=\"_blank\" rel=\"noopener noreferrer\">Why go to you versus your competition?<\/a>\" would elicit responses like, \"I'm cheaper than everyone else\" or \"We have a superior product.\" And those answers were adequate because customers frequently made purchasing decisions along those lines.<\/p>\r\n<p>Value and competitive advantage are interrelated and essential elements in maximizing revenue and understanding your current strategy. A true competitive advantage is one that cannot be duplicated. Price and product features were once a competitive advantage, but this is no longer the case.<\/p>\r\n<h5>Create an Emotional Connection<\/h5>\r\n<p>Now, the most effective way of differentiating your brand today is through emotional connection. <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\">Customers want to feel connected to a brand,<\/a> and this is communicated through narrative, identity and values.\u00a0 In other words, the most effective growth strategy to attract engaged audiences today is by delivering meaning and values-based experiences to customers.\u00a0<\/p>\r\n<p>This is more commonly known as the \u201c<a href=\"https:\/\/medium.com\/@_miguelferreira\/sell-a-good-nights-sleep-not-the-mattress-912effa3199c\">Sell a good night\u2019s sleep, not a mattress<\/a>\u201d phenomenon. Customers today have a saturated product market to choose from. With more choices, they can be selective. A customer who is dealing with insomnia will choose the mattress brand that promises them the end to sleepless nights. If sustainability, as a value proposition, is important to a customer, they will be drawn to a mattress that makes ethically sourced materials a priority. You get the idea.<\/p>\r\n<h5>Get Strategic<\/h5>\r\n<p>Now let's talk strategy. The most effective way for a brand to deliver value\u2014and gain a competitive advantage over their competition\u2014is by<a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\"> putting their customers at the forefront of the campaign creation<\/a> process. Craft a customer-centric strategy, and your brand will resonate.<\/p>\r\n<h5><strong>Here are a couple of questions to ask of your strategy:<\/strong><\/h5>\r\n<ol>\r\n\t<li>What type of relationship do we currently have with our customers?<\/li>\r\n\t<li>What type of relationship do our customers want and\/or expect?<\/li>\r\n\t<li>Do we know our customers at that level?<\/li>\r\n\t<li>Do we have the data to surface the insights?<\/li>\r\n\t<li>What\u2019s most important to each individual?<\/li>\r\n<\/ol>\r\n<p>Review both the intent and the impact of your current strategy. Assess what is already resonating with customers. Mark what isn\u2019t. This review process will unveil what you need to shift in your strategy, so you can invest in a competitive, consumer-centric advantage.<\/p>\r\n<h4>Step 2: Identify New Cohorts<\/h4>\r\n<p>Now that you have your customers at the forefront of your value proposition, you're probably starting to realize that you have many customers, and each of them is unique. This means that the value you communicate should be nuanced and altered to account for various customer preferences.<\/p>\r\n<p>The faster you know who your customers are, the quicker you can define your competitive advantage or value. <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">This is where customer cohorts, and segmentation, comes into play.<\/a><\/p>\r\n<p>Cohorts go beyond traditional demographic data points, like age or gender, to group similar customers based on rich user behavior insights. The cohorts that matter most will be unique to every business, but all brands can <a href=\"https:\/\/mixpanel.com\/content\/guide-to-product-analytics\/chapter_2\/#segmentation-product-analytics?utm_medium=blog&amp;utm_source=iterable&amp;utm_campaign=5-steps-effective-growth-strategy\">benefit from leveraging product analytics to group users<\/a> with similar behavior patterns.<\/p>\r\n<p>With clearly defined cohorts, it's much easier to understand important trends in customer behavior and more effectively adjust your growth marketing strategy.<\/p>\r\n<h5>Cohort Identification in Action<\/h5>\r\n<p>Say, for example, you offer a meditation app and you\u2019ve defined a goal of increasing daily active users because it's tied to your business goals (e.g., retention) and customer value (e.g., frequent meditation provides the greatest mental health benefits for users).<\/p>\r\n<p>Before you send any marketing communications, you\u2019ll first want to understand the different groups of users and their level of app usage today.<\/p>\r\n<p>In this case, you may define two key cohorts: Novice and Expert. Your Novice cohort may be new users or those who require more hand-holding to make the most of the content and features available. Meanwhile, your Expert cohort may be long-term users who already meditate frequently. This group will benefit more from advanced tips and tricks for optimizing their habits.<\/p>\r\n<p>These cohorts are created based on an understanding of customer value and product usage trends, and they are unique to your business.<\/p>\r\n<h5>Define your Cohort<\/h5>\r\n<p>If you already have a product analytics solution like Mixpanel, you can define your cohorts in three steps:<\/p>\r\n<ol>\r\n\t<li><strong>Hypothesize customer differences \u2013<\/strong>\u00a0 consider different groups, use cases or needs, and preferences for interacting with your brand<\/li>\r\n\t<li><strong>Isolate core behavioral and outcome metrics \u2013 <\/strong>start splitting these out by your hypothesized groups using your product analytics tool<\/li>\r\n\t<li><strong>Lock in your cohorts \u2013<\/strong> as you find important splits, save them as cohorts<\/li>\r\n<\/ol>\r\n\r\n[caption id=\"attachment_11174\" align=\"alignnone\" width=\"839\"]<img class=\"wp-image-11174 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-19-at-10.26.02-AM.png\" alt=\"Mixpanel Insights Report\" width=\"839\" height=\"744\" \/> <em>Split out core outcome metrics by hypothesized groupings with Mixpanel\u2019s Insights Report to define cohorts.<\/em>[\/caption]\r\n\r\n<p>Regardless of what tool you use, Sam and Garin have two big tips: First, take it slow and <a href=\"https:\/\/iterable.com\/blog\/3-common-pitfalls-of-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">avoid common pitfalls in segmentation<\/a>. Second, as with anything in marketing, remember that it's a process. Your cohorts can and should evolve over time as your marketing becomes more advanced, you learn more about customers, and your business evolves.<\/p>\r\n<h4>Step 3: Redraw the Lines of Segmentation<\/h4>\r\n<p>You\u2019ve ID\u2019d your cohorts and can now start thinking about how value aligns with your product or service. Before making any quick decisions, however, it\u2019s important to consider the current environment in your strategy. Ask first if there is anything happening currently that could influence the relevance of your product or service.<\/p>\r\n<p>Factors, such as COVID-19, social unrest and financial turmoil, are especially important to recognize. Think: how does the product or service I am delivering improve the life of the customer or allow them to live their values?\u00a0<\/p>\r\n<p>Here are some helpful questions to use as your guide when making your assessments.<\/p>\r\n\r\n[caption id=\"attachment_11168\" align=\"alignnone\" width=\"866\"]<img class=\"wp-image-11168 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.03.50-PM.png\" alt=\"Finding and creating the segments that really matter\" width=\"866\" height=\"460\" \/> <em>Impress your audience by recognizing them for their unique interests, habits and preferences, and delivering personalized content that\u2019s designed to captivate them.<\/em>[\/caption]\r\n\r\n<p>If you don't have the answers to these questions, or don\u2019t have access to the customer data needed to power these segments, don't sweat it. Look to user profiles for easily accessible information, then ramp up your data collection with progressive profiling, customer polling, etc.<\/p>\r\n<p>While you're waiting on that data, you can reference externally sourced data, like our <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Holiday Quick Poll<\/a>, which asked consumers what they care about this holiday shopping season.<\/p>\r\n<h4>Step 4: Execute and Individualize<\/h4>\r\n<p>If nothing else, the events of 2020 have shown us that customer dispositions can change quickly and frequently. Think, for instance, about how COVID-19 has financially impacted folks around the world, and some people have been affected more than others. Should you really go chasing someone who might have lost their job last week with endless abandoned cart emails?<\/p>\r\n<p><i>The answer is no, FYI.<\/i><\/p>\r\n<p><a href=\"https:\/\/adage.com\/article\/industry-insights\/3-keys-context-marketing\/2250221\" target=\"_blank\" rel=\"noopener noreferrer\">In everything, context is key.<\/a> And this is where empathy and being human comes into play (take that, robots!). Think about the consumer. Could we probably infer that <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing\" target=\"_blank\" rel=\"noopener noreferrer\">their priorities have shifted<\/a> during a global pandemic? Yes.<\/p>\r\n<h5>Data-Driven Individualization<\/h5>\r\n<p>The <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener noreferrer\">execution of this individualization<\/a> is also possible for the not-so empathetically inclined, by getting data-driven and technical with your perceptions.<\/p>\r\n<p>For instance, if you are seeing an uncharacteristic drop in conversions, or a rise in free app users, this might be an indication that some portion of your audience has been financially impacted by something going on.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/4-overlooked-ecommerce-segments\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segments<\/a> are a great start to personalization, but the ultimate goal is to take it one step further to a segment of one. This level of intimacy comes with creating context by personalizing everything you can, from copy\u00a0to send time.<\/p>\r\n\r\n[caption id=\"attachment_11170\" align=\"alignnone\" width=\"863\"]<img class=\"wp-image-11170 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.16.51-PM.png\" alt=\"Context is key to delivering a personal experience\" width=\"863\" height=\"451\" \/> <em>Personalization is both an art and a science, and mastering each will deliver marketing that is contextualized.<\/em>[\/caption]\r\n\r\n<h4>Step 5: Test and Optimize<\/h4>\r\n<p>Relevance is a moving target, so you need to consistently review your growth marketing strategy against campaign performance and analytical insights. Don\u2019t be afraid to adjust as you go.<\/p>\r\n<p>A great way to develop an effective testing program is to visualize an A\/B test program structure.<\/p>\r\n\r\n[caption id=\"attachment_11171\" align=\"alignnone\" width=\"829\"]<img class=\"wp-image-11171 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.20.37-PM-e1602806257462.png\" alt=\"A\/B test program structure\" width=\"829\" height=\"250\" \/> <em>A\/B testing injects a healthy dose of reality into your campaigns. It\u2019s all too easy for product designers, developers and marketers to fall in love with their own creations\u2014A\/B testing shows them what users really think.<\/em>[\/caption]\r\n\r\n<p>How on earth do you know whether the campaign or tactic is working, and how do you continue driving incremental growth? Test, iterate and <a href=\"https:\/\/iterable.com\/blog\/roadblocks-successful-ab-testing\/\">avoid common roadblocks<\/a> while you're at it.<\/p>\r\n<h3>Your Growth Marketing Gut Check<\/h3>\r\n<p><span style=\"font-weight: 400\">B<\/span>efore you continue, it\u2019s important to make sure you level-set. Answer this question (mentally):<\/p>\r\n<blockquote>\r\n<p><em>\"On a scale of 1 - 5, how confident are you in your ability to use your data to drive value for your customers and business?\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>When Garin and Sam asked this question of the audience, 70% of attendees selected 3 or less in their confidence level. So if you believe data is important to decision-making but struggle with how to use it effectively, you're not alone.<\/p>\r\n<p>Wherever you are on the data confidence scale, you\u2019ve come to the right place. Because it's the perfect time to conduct a growth marketing gut check.<\/p>\r\n<p>The whole team at Iterable is excited to introduce to you a valuable new tool: our<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Personalization Maturity Model<\/a>. By taking a quick quiz, you will be able to understand where you stand with regard to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">core pillars of personalization<\/a>, and your results will allow you to uplevel your growth marketing strategy for next year.<\/p>","post_title":"5 Steps to Building an Effective Growth Marketing Strategy","post_excerpt":"We recently held a webinar with Mixpanel to share five tried-and-true steps to building an effective growth marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-steps-building-effective-growth-marketing-strategy","to_ping":"","pinged":"","post_modified":"2020-10-20 09:56:25","post_modified_gmt":"2020-10-20 16:56:25","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11164","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-steps-building-effective-growth-marketing-strategy\/"},{"ID":10933,"post_author":"74","post_date":"2020-10-19 05:26:03","post_date_gmt":"2020-10-19 12:26:03","post_content":"<p>The unknowns of this year\u2019s holiday shopping season are plenty. But while the pandemic has impacted consumer confidence and turned retail shopping upside down, we do know that consumers will be spending for the holidays\u2026 no matter what.<\/p>\r\n<p>In this discussion, we\u2019ll help you demystify how to engage with your customers with more relevant messaging across all channels.<\/p>\r\n<p><b data-stringify-type=\"bold\">Join us and learn:<\/b><\/p>\r\n<ul>\r\n\t<li>Peak season trends and quick festive wins<\/li>\r\n\t<li>The importance of leveraging personalisation this season<\/li>\r\n\t<li>Top tips for your cross-channel marketing strategy.<\/li>\r\n<\/ul>","post_title":"Demystifying personalisation for the Holiday shopper wins","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"demystifying-personalisation-for-the-holiday-shopper-wins","to_ping":"","pinged":"","post_modified":"2020-10-19 05:26:03","post_modified_gmt":"2020-10-19 12:26:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=10933","menu_order":9,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/demystifying-personalisation-for-the-holiday-shopper-wins\/"},{"ID":11151,"post_author":"35","post_date":"2020-10-15 09:07:08","post_date_gmt":"2020-10-15 16:07:08","post_content":"<p>Marketers and fortune tellers have a lot in common. Stick with us for a second here. They both take bits of information about customers\u2014who they are, what products they like, what content they're consuming\u2014to guide them on a journey looking into their own future.<\/p>\r\n<p>Ok, maybe that\u2019s a bit of a stretch, but when marketers are in the lifecycle mapping process, there is an element of prediction based on a logical progression through events. Human nature is ever-changing, but it\u2019s not so spontaneous that marketers can\u2019t plan out lifecycle stages well in advance.<\/p>\r\n<p>Predictions are not always fulfilled though. Sometimes, the customer makes a decision that goes against the prescribed lifecycle.<\/p>\r\n<p>What then?<\/p>\r\n<h3>The Map vs. the Journey<\/h3>\r\n<p>The difference between the customer lifecycle map and the customer journey lies in the perspective. Customer lifecycle maps are set by marketing and sales teams to show the ideal path for customers to interact with the brand.<\/p>\r\n<p>The customer journey, on the other hand, comes from the customer\u2019s actions and interactions with the brand. Put another way, it\u2019s how your brand and products fit into the customer\u2019s life.<\/p>\r\n<p>Understanding this important shift in perspective allows you to find the common ground to build the ideal customer experience.<\/p>\r\n<p>\u201cBut how?!\u201d you scream into the void.<\/p>\r\n<h3>Charting the Path to Personalization<\/h3>\r\n<p>By now, you are likely familiar with the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core 4 pillars of personalization<\/a>:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\n<p>In September, we got you started on the path to personalization with the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a>. We also gave you a handy tool to test your personalization preparedness with our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>.<\/p>\r\n<p>Now, we\u2019re excited to take the next step with an in-depth look at the next pillar: Lifecycle Mapping.<\/p>\r\n<h3>Introducing Our Lifecycle Mapping Personalization Playbook<\/h3>\r\n<p>In our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Lifecycle Mapping<\/a>, we set the stage by defining what exactly lifecycle mapping is and how you should begin approaching your lifecycle marketing strategies. From there, we highlight the four key steps you need to take to create the ideal customer journey for your brand.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> here, and keep reading for a sneak preview of what\u2019s in store!<\/p>\r\n<h4>The Four Steps to Creating a Customer Journey<\/h4>\r\n<p>While marketers can certainly rely on tried-and-true customer research methods like personas or Jobs-to-Be-Done to create their customer map, another method you can use adapts <a href=\"https:\/\/www.amazon.com\/Building-StoryBrand-Clarify-Message-Customers\/dp\/0718033329\/ref=sr_1_2?dchild=1&amp;keywords=building+a+brand+story&amp;qid=1601584217&amp;sr=8-2\" target=\"_blank\" rel=\"noopener noreferrer\">Donald Miller\u2019s framework<\/a> from his best-selling book, <em>Building a StoryBrand<\/em>.<\/p>\r\n<p>The framework contains four steps, which include:\u00a0<\/p>\r\n<ol>\r\n\t<li>Define the character<\/li>\r\n\t<li>Search for the conflict<\/li>\r\n\t<li>Position your brand as the \u201cguide with a plan\u201d<\/li>\r\n\t<li>Call the customer to action<\/li>\r\n<\/ol>\r\n<p>To make it easy for you to follow along, we\u2019ll be using the persona of a 30-year-old female customer considering the purchase of a fitness subscription service from <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit, an Iterable customer<\/a>. Let\u2019s call her Alli.<\/p>\r\n<h4>Step 1: Define the Customer<\/h4>\r\n<p>To start the process of building a customer journey map, determine who it is that you\u2019re trying to reach.<\/p>\r\n<p>While it\u2019s tempting to focus on <a href=\"https:\/\/iterable.com\/blog\/3-types-of-customer-segmentation-your-marketing-team-cant-ignore\/\" target=\"_blank\" rel=\"noopener noreferrer\">user segments like gender, lifecycle stage or the last time they visited your website<\/a>, now is the time to build out an individual customer profile, using exercises like <a href=\"https:\/\/thedigitalfellow.com\/persona-building-getting-into-your-buyers-minds\/\" target=\"_blank\" rel=\"noopener noreferrer\">persona building<\/a> or our <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">four steps to building your brand\u2019s perfect audience<\/a> to guide you through the process.<\/p>\r\n<p>Once you\u2019ve determined who that individual customer is, then you can use it to build a story around their current wants and desires, as it relates to your brand\u2019s products or services.<\/p>\r\n<p>So in the case of Alli, our 30-year-old female customer, she has no issue with paying for a boutique gym membership, as she likes the variety of group workouts they offer. However, she\u2019s been missing the routine of going to the gym and working out with others since the COVID-19 pandemic began.<\/p>\r\n<p>What we described above is what author Donald Miller refers to as a story gap, which is an unanswered question or desire that a brand can fulfill for the individual customer. He states that story gaps are important because:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWhen we don\u2019t open a story gap in our customers\u2019 minds, they have no motivation to engage us because there is no question that demands resolution. Defining something our customer wants and featuring it in [your brand\u2019s] marketing materials will open a gap.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Of course, what your individual customer desires may be different from our example, but regardless of the different wants and needs of your customers, the goal is to shrink the story gap for a more defined path forward.<\/p>\r\n<p><span style=\"color: #000000;\"><em>This is just a sneak peek of what's in the<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0full playbook<\/a>. Download to learn the other 3 steps you need to take to integrate the customer journey with your brand's lifecycle map and see how Iterable customers have used these tactics to adapt to changing times.\u00a0<\/em><\/span><\/p>\r\n<h3>Lifecycle Mapping Brought to Life<\/h3>\r\n<p><span style=\"color: #000000;\">A customer's journey does not always run the gamut from user sign up all the way through the end of their time with your brand. Countless mini journeys occur throughout a customer's lifetime of interactions with your products and marketing. <\/span><\/p>\r\n<p>It's not as simple as moving from discovery and awareness to purchase. Sometimes users will start with the purchase! Customers find different ways to enter your lifecycle at various stages, so it's important to have a strategy and mini journey set up for every possibility.<\/p>\r\n<p>In this quick video, Iterable solutions consultant Katie Barends illustrates how to frame your thinking when mapping your lifecycle journey to account for these mini journeys and different entry points. Katie walks you through a framework to use when identifying these entry points and she demonstrates how to put this into action today with Iterable.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/6GJEFyM60cU[\/embed]<\/p>\r\n<p>Lifecycle mapping is integral to building long-term relationships with customers. By accounting for the various ways in which customers can interact with your brand, you are establishing a more personalized experience that caters to their needs, wants and preferences.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> to learn how to build a customer journey that engages and retains your audience for life.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11158 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_620x240_CTA.png\" alt=\"Read the Guide to Lifecycle Mapping\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Lifecycle Mapping: 4 Steps to Creating a Customer Journey","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"lifecycle-mapping-customer-journey","to_ping":"","pinged":"","post_modified":"2020-11-10 22:47:45","post_modified_gmt":"2020-11-11 06:47:45","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11151","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/"},{"ID":11141,"post_author":"7","post_date":"2020-10-14 09:23:19","post_date_gmt":"2020-10-14 16:23:19","post_content":"<p>With travel restrictions and economic downturns, it's not a surprise that 63% of U.S. consumers surveyed report that the coronavirus pandemic has <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">negatively affected their attitudes<\/a> about holiday shopping.<\/p>\r\n<p>So how can retailers and brands make deeper connections with their customers and spread cheer during this turbulent holiday season?<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 1,000 Americans<\/a> about how they're really feeling about their holiday shopping plans and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>The surge in e-commerce demand will continue beyond the pandemic.<\/li>\r\n\t<li>Emotional connections to a brand are increasingly important in a digital-first world.<\/li>\r\n\t<li>Consumers are willing to wait for sales, but when retailers message them is critical.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the tip of the iceberg when it comes to consumer holiday shopping behavior.<\/p>\r\n<p>Check out our infographic below for even more key takeaways and statistics that can guide your seasonal strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>How the holidays will impact small and local businesses<\/li>\r\n\t<li>Why emotional connections can make or break sales<\/li>\r\n\t<li>When shoppers want to receive promotions before and after the holiday season<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11147\" align=\"alignnone\" width=\"1200\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holiday-Retail_Infographic.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11147 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holiday-Retail_Infographic-1.png\" alt=\"2020 Holiday Season Infographic\" width=\"1200\" height=\"6640\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Make Connections and Be Merry This Holiday Season<\/h3>\r\n<p>2020 is unique, so it's time to rethink conventional holiday selling tactics.<\/p>\r\n<p>Get started by <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">downloading our complete retail makeover guide<\/a> or <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">request a demo<\/a> to see what real customer connections can do for your bottom line.<\/p>","post_title":"Navigating the 2020 Holiday Season [Infographic]","post_excerpt":"Check out our infographic for key takeaways and statistics that can guide your marketing strategy during the 2020 holiday season.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-holiday-season-infographic","to_ping":"","pinged":"","post_modified":"2020-10-14 09:23:19","post_modified_gmt":"2020-10-14 16:23:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11141","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["infographic","blog-post"],"term_names":["Infographic","Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2020-holiday-season-infographic\/"},{"ID":11117,"post_author":"7","post_date":"2020-10-13 08:52:56","post_date_gmt":"2020-10-13 15:52:56","post_content":"<p>Today, we are excited to announce the official launch of the Iterable Academy, our free, <a href=\"https:\/\/iterable.com\/academy\/\" target=\"_blank\" rel=\"noopener noreferrer\">online customer learning platform<\/a> designed to provide content that inspires and enables you to achieve your goals with Iterable and become an empowered growth marketer.<\/p>\r\n<p>If you\u2019re new to using Iterable, you can get started on your learning journey right away with our Foundations learning path where you will master the basics\u2014everything from importing your users to setting up your first campaign, and a whole lot more.<\/p>\r\n<p>And for those of you already enrolled in the Iterable Academy, you'll be thrilled to see that we have recently added brand-new content with even more coming soon!<\/p>\r\n<p>Available today, you can now dive into our more Intermediate and Advanced courses that cover topics like, <em>Integrating Iterable with Facebook<\/em>, <em>Advanced Handlebars<\/em>, and <em>Advanced Personalization<\/em> and <em>Mobile<\/em> workshops.<\/p>\r\n<h3>Behind the Scenes: A Q&amp;A With Caitlyn Vestal<\/h3>\r\n<p>Now, without further ado, we want to introduce you to <a href=\"https:\/\/www.linkedin.com\/in\/caitlyn-vestal\/\" target=\"_blank\" rel=\"noopener noreferrer\">Caitlyn Vestal<\/a>, Iterable\u2019s Customer Education Manager who has worked tirelessly behind the scenes to bring the Iterable Academy to life and deliver e-learning content that our customers will love.<\/p>\r\n<p>Keep reading to learn about Caitlyn\u2019s approach to training and onboarding, her advice to companies looking to launch their own training programs, and a sneak-peek into recently launched courses in the Academy.<\/p>\r\n<p><img class=\"alignnone wp-image-11131 size-medium\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Caitlyn-Vestal-headshot-225x300.png\" alt=\"Caitlyn Vestal headshot\" width=\"225\" height=\"300\" \/><\/p>\r\n<h4>Tell us about yourself, Caitlyn.<\/h4>\r\n<p>I most recently come from the financial reporting SaaS industry where I held roles as a Lead Customer Success Manager, Product Trainer, and Education Product Specialist over a period of seven years.<\/p>\r\n<p>Prior to joining Iterable, I traveled onsite to train our partners like Deloitte and Accenture, in addition to regularly hosting live training sessions for other partners and customers.<\/p>\r\n<p>I also acted as a project manager and subject-matter expert to develop our offerings for partner and customer trainings and certifications, working with the Instructional Design team to build engaging, dynamic e-learning content.<\/p>\r\n<h4>What\u2019s your approach to training and onboarding?<\/h4>\r\n<p>When we talk about training professionals, the most important thing is to offer a variety of modalities for all the different learning styles out there. This not only keeps the learner more engaged, but it also creates an environment where the learner wants to seek out more opportunities to learn, resulting in higher completion rates and great user satisfaction.<\/p>\r\n<p>In onboarding brand-new customers and partners, we want to provide learning content that helps them achieve their goals in the Iterable platform. We do that now with our Foundations learning path, along with Intermediate and Advanced courses that we are adding every week!\u00a0<\/p>\r\n<h4>How do you decide how to prioritize training content?<\/h4>\r\n<p>At any software company, there is an endless list of product updates, new releases and opportunities for improvement. Education efforts need to match that pace to the greatest of our abilities, and a way to do that is through prioritizing learning content for key parts of the platform.<\/p>\r\n<p>Some questions I ask include:<\/p>\r\n<ul>\r\n\t<li>\u201cWhat products and features are customers using the most?\u201d<\/li>\r\n\t<li>\u201cWhat questions do our internal teams in Customer Success and Professional Services receive most frequently from our customers and partners?\u201d\u00a0<\/li>\r\n\t<li>\u201c What does our Product Marketing team need in order to have an effective product launch?\u201d<\/li>\r\n<\/ul>\r\n<p>These all are huge factors in how we decide on what to work on now, and in the near future.\u00a0<\/p>\r\n<h4>What\u2019s your advice to companies launching their own training programs?<\/h4>\r\n<p>My advice would first be to ask A LOT of questions. That may seem obvious, but it is incredibly important when you are building out a training program to meet with all the key stakeholders at your company to identify what they need from education.<\/p>\r\n<p>That not only tells you what to address first and foremost, like what courses you need to prioritize, but it also opens up those lines of communication, which are vital if your education department is to be successful.<\/p>\r\n<p>The other thing to remember is that you need to identify your team\u2019s mission. You can do so by asking questions, like:<\/p>\r\n<ul>\r\n\t<li>Why does your business exist?<\/li>\r\n\t<li>What goals do you hope to achieve?<\/li>\r\n\t<li>How will you achieve those goals?<\/li>\r\n\t<li>What are your communication and evaluation strategies for the content you create?<\/li>\r\n\t<li>What will your maintenance review cycle look like?<\/li>\r\n<\/ul>\r\n<p>There are so many other factors to consider, but those are some of the most important ones to me. As I like to say, you have to build the house before you can put all of your favorite things inside.\u00a0<\/p>\r\n<h4>Lastly, what\u2019s new with Iterable Academy?<\/h4>\r\n<p>There are so many new things happening! Not only are we building out our content roadmap for 2021, but also we are already beginning to release new courses.<\/p>\r\n<p>Today, we are officially launching Academy to our customers, and we will be focused in the coming quarters to release more content, create roles-based learning tracks, and make plans to build out a customer certification program. So much to look forward to, so stay tuned!<\/p>\r\n<h3>Access the Iterable Academy<\/h3>\r\n<p>Iterable has made it easier than ever for our customers to register for all of the content Academy has to offer. Visit <a href=\"https:\/\/iterable.com\/academy\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/academy<\/a> and click \"Request Access\" to join today!<\/p>","post_title":"It's Official: Announcing the Iterable Academy","post_excerpt":"Meet Caitlyn Vestal, Iterable\u2019s Customer Education Manager who has worked tirelessly behind the scenes to bring the Iterable Academy to life.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"official-iterable-academy","to_ping":"","pinged":"","post_modified":"2020-10-13 08:52:56","post_modified_gmt":"2020-10-13 15:52:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11117","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/official-iterable-academy\/"},{"ID":11065,"post_author":"35","post_date":"2020-10-08 11:30:35","post_date_gmt":"2020-10-08 18:30:35","post_content":"<p>Hi there! Welcome to our blog. No matter how you found yourself on this page, we are honored to host you for a few minutes of reading (and a few minutes of watching) to <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">learn a bit<\/a> about welcome campaigns.<\/p>\r\n<p>Everybody has their go-to phrases upon first meeting someone. It can be as simple as introducing your name or as extroverted as diving into a personal story. Each welcome is unique in what it tells you about the person, even if there is overlap in stylistic choices.<\/p>\r\n<p>The same can be said about how brands employ the welcome campaign. There may be similar tactics and styles, but ultimately, brands set themselves apart by showcasing their differentiators.<\/p>\r\n<p>A particularly quirky message. Exceptional design. Tailored recommendations. These are all ways in which you can level up the customer experience and kick the consumer-brand relationship off on the right foot.<\/p>\r\n<p>In this post, we\u2019ve highlighted three common trends currently being utilized by retail and e-commerce brands. Towards the end, you will find recommended strategies to enhance these trends for a more impactful welcome campaign.<\/p>\r\n<blockquote>\r\n<p><em>Not a fan of reading? Take a look at this quick video to see more about retail welcome campaigns and the best strategies to take them to the next level!<\/em><\/p>\r\n<\/blockquote>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/l2Sc-tw3Ers[\/embed]<\/p>\r\n<h3>3 Popular Welcome Campaign Trends<\/h3>\r\n<h4>1. Set the Stage<\/h4>\r\n<p>The first trend we\u2019ve found is one we actually employed in our introduction above: setting the stage for your users.<\/p>\r\n<p>Modern consumers are <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/retail-distribution\/the-consumer-is-changing.html\" target=\"_blank\" rel=\"noopener noreferrer\">more experienced with online shopping<\/a> but that doesn\u2019t mean they know everything about your brand before subscribing. Marketers have been smart to level-set in the welcome campaign by providing lists of what users can expect.<\/p>\r\n<p>These lists can cover the perks of subscribing, like this one from beauty brand <a href=\"https:\/\/www.elfcosmetics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">e.l.f. Cosmetics<\/a> that outlines what benefits users can expect. This email, in particular, is great because the messaging is succinct while also showing off the e.l.f. brand's tone with fun phrasing like \u201cpleased to perk you.\u201d<\/p>\r\n\r\n[caption id=\"attachment_11066\" align=\"alignnone\" width=\"323\"]<img class=\"size-full wp-image-11066\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-3.16.50-PM.png\" alt=\"ELF Cosmetics Welcome Campaign List\" width=\"323\" height=\"818\" \/> <em>Minimal copy can help in highlighting the pertinent info for new users.<\/em>[\/caption]\r\n\r\n<p>Brands have also used this tactic to highlight the features that most help users take advantage of all their businesses have to offer, and this trend isn't limited to the beauty industry.<\/p>\r\n<p>Content creation platform, <a href=\"https:\/\/www.ndash.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">nDash<\/a>, uses its welcome campaign to walk users through the different features needed to complete the user profile. Such a list is a great way to help guide the user, while simultaneously filling out the user profile on the backend for the marketer to inform future campaigns and enrich the customer experience.<\/p>\r\n\r\n[caption id=\"attachment_11067\" align=\"alignnone\" width=\"464\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-ndash-important-next-steps\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-full wp-image-11067\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-4.47.15-PM.png\" alt=\"Complete Your Profile Welcome\" width=\"464\" height=\"555\" \/><\/a> <em>If your brand has a lot of features, it's best to lay them out for users early on. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>The welcome campaign is a great opportunity to lead the user and even gamify onboarding so they can check off all the items on their to-do list. Setting the stage like these brands have done with introductory lists keeps everything in one place for the user and gets them started on the customer journey.<\/p>\r\n<h4>2. Introduce Yourself and What You Stand For<\/h4>\r\n<p>Next up, we have a trend that has grown considerably in the last few years: highlighting company values and origins.<\/p>\r\n<p>It doesn\u2019t feel outlandish to say that people hold strong beliefs. And almost a quarter of those people want to buy from companies that <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener noreferrer\">share in those beliefs<\/a>. As you probably guessed, marketers have taken notice.<\/p>\r\n<p>Welcome campaigns have become a natural home for a brand to share its company story, culture and values. However, the execution of this strategy manifests in many ways.<\/p>\r\n<p>The example we\u2019ve seen is an excellent double whammy of highlighting the company\u2019s values while collecting user preference data. Cosmetics brand <a href=\"https:\/\/www.lushusa.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lush<\/a> didn\u2019t put its values front-and-center in the welcome campaign, but it did include them as icons towards the bottom of the email.<\/p>\r\n\r\n[caption id=\"attachment_11068\" align=\"alignnone\" width=\"601\"]<img class=\"size-full wp-image-11068\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-3.38.11-PM.png\" alt=\"Welcome Campaign Values\" width=\"601\" height=\"664\" \/> <em>Learning what's important to users can be just as useful as knowing what products they want.<\/em>[\/caption]\r\n\r\n<p>Each of these icons directs the user to a unique URL for each value, describing how Lush and its products exemplify the virtues of that value. In doing so, the company can collect data about which values speak to users most prominently.<\/p>\r\n<p>We have also seen values and company cultures shown in the form of messages from spokespeople\u2014often the CEO or founder. Brands like beauty and wellness retailer <a href=\"https:\/\/goop.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">goop<\/a> look to humanize the experience and shrink the gap between consumer and brand by attaching a name\u2014and sometimes a face\u2014to a message.<\/p>\r\n\r\n[caption id=\"attachment_11069\" align=\"alignnone\" width=\"988\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-goop\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-full wp-image-11069\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-2.48.50-PM.png\" alt=\"Welcome Campaign Employee Message\" width=\"988\" height=\"806\" \/><\/a> <em>Make your welcome campaign mimic a conversation, not a presentation. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>So much of marketing these days is about individualizing and humanizing the experience that we can often forget that humans are the ones creating the experience for users. More and more brands are giving a peek behind the curtain to give the customer journey a more relatable feel.<\/p>\r\n<h4>3. Welcome! Here\u2019s Some Cool Stuff<\/h4>\r\n<p>The last trend we\u2019re seeing lately in welcome campaigns: recommendations.<\/p>\r\n<p>Now, with such an emphasis on personalization, you\u2019d think recommendations are best fit for promotions once the brand has learned a bit more about the user\u2019s preferences. While still true in many ways, the breadth of use cases for recommendations has grown.<\/p>\r\n<p>With the help of data feeds and historical data across user segments, brands are able to more effectively\u2014and efficiently\u2014send recommendations right from the first message as a great way to begin collecting personalized data.<\/p>\r\n<p>Beauty brand <a href=\"https:\/\/www.beautybay.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Beauty Bay<\/a> double-dipped in its welcome email by providing us with links to \u201cmust-haves,\u201d which sent users to a dynamic list of products, followed by top picks for us that more closely resembled targeted recommendations often found in promotions.<\/p>\r\n\r\n[caption id=\"attachment_11070\" align=\"alignnone\" width=\"541\"]<img class=\"size-full wp-image-11070\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-4.10.39-PM.png\" alt=\"Beauty Bay Must Haves\" width=\"541\" height=\"475\" \/> <em>Show users your best self through some of your best, most popular products.<\/em>[\/caption]\r\n\r\n<p>By testing both styles, Beauty Bay is able to understand which kind of recommendations users prefer. The must-haves section also shows users the brand\u2019s expertise and gives insight into which products\u2014and product categories\u2014the company excels in.<\/p>\r\n<p>Of course, makeup brands aren't the only ones capitalizing on recommendations\u2013every business can leverage this trend. Bookstore <a href=\"https:\/\/www.barnesandnoble.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Barnes &amp; Noble<\/a> does something similar by recommending books from a variety of different categories (Teen Books, Non-Fiction, Page to Screen) as a way to get users started.<\/p>\r\n\r\n[caption id=\"attachment_11071\" align=\"alignnone\" width=\"725\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-our-expert-booksellers-recommend\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11071\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-2.48.33-PM-725x1024.png\" alt=\"Recommendations Welcome Campaign\" width=\"725\" height=\"1024\" \/><\/a> <em>If you have a wide range of product categories, recommendations like these can help users get started. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>Recommendations in the welcome campaign serve as a way to get the user started while also collecting important information for future recommendations.<\/p>\r\n<h3>Quick Wins to Level Up Your Welcome Campaign<\/h3>\r\n<p>Trends are great. They give us a look into what others have done to see successes. But you\u2019re probably wondering, \u201cHow do I take these trends and stand out <em>at the same time<\/em>?\u201d<\/p>\r\n<p>Good question!<\/p>\r\n<p>Rather than making you wait any longer, here are three quick wins you can start using today to level up your welcome campaigns.<\/p>\r\n<ol>\r\n\t<li><strong>Progressive Profiling:<\/strong> You don\u2019t have to get everything done in one message. Take your time. Multi-touch campaigns that use progressive profiling\u2014collecting information in small bits rather than all at once\u2014allow marketers to focus more on specific messaging to make sure every benefit or feature gets its turn in the spotlight. Your brand is awesome, create campaigns that allow you to show that!<\/li>\r\n\t<li><strong>Leverage Data:<\/strong> Your routine emails don\u2019t need to be custom-built every time. Use data feeds to make the process efficient. With data feeds, you are incorporating information that you already have, so you won\u2019t be starting from scratch. (Pro Tip: Make them even more efficient by using <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s Catalog<\/a>, which means you won\u2019t have to rely on engineering resources).<\/li>\r\n\t<li><strong>Go Cross-Channel:<\/strong> Welcome users to your brand on any device and through every channel you have at your disposal\u2014email, snail mail, SMS, mobile push, social, you name it. Meet the customer where they are. User preferences go beyond just products; they reach channels as well.<\/li>\r\n<\/ol>\r\n<h3>Laying Out the Red <del>Carpet<\/del> Welcome Mat<\/h3>\r\n<p>The welcome campaign serves many purposes, but its arguably most important function is establishing a close connection from the get-go. In doing so, the welcome campaign is setting the stage for increased customer lifetime value.\u00a0<\/p>\r\n<p>And that\u2019s the root of this conversation (and all marketing), really\u2014finding a way to connect that is impactful and has a long shelf life. Take the above trends and strategies into account when building out your welcome campaigns. If you can successfully marry them with your brand, you\u2019ll find yourself building personalized relationships with users for a long time.\u00a0<\/p>\r\n<p><em>Learn all about welcome campaigns\u2014and a lot more\u2014in our guide to giving your marketing a red carpet-worthy makeover. Download the guide today!<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-large wp-image-10999\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"Hello, Hola, Bonjour: 3 Popular Welcome Campaign Trends","post_excerpt":"In this post, we\u2019ve highlighted three popular welcome campaign trends and how to take them to the next level for your brand's marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-popular-welcome-campaign-trends","to_ping":"","pinged":"","post_modified":"2020-10-08 11:30:17","post_modified_gmt":"2020-10-08 18:30:17","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11065","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/"},{"ID":11097,"post_author":"7","post_date":"2020-10-07 11:13:16","post_date_gmt":"2020-10-07 18:13:16","post_content":"<p>NEWS FLASH! Okay, not really, but it is an important reminder that email remains one the most powerful marketing channels and delivers the <a href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">biggest return on investment<\/a>, when targeting subscribers to get your best deals, newsletters and information out to the masses.\u00a0\u00a0<\/p>\r\n<p>We know all too well what is creeping around the corner, what will be here before we know it, and what is starting earlier and earlier each year\u2026\u00a0<\/p>\r\n<p>That\u2019s right! Holiday sending. Black Friday! Cyber Monday! Now more than ever before, your subscribers will be ready to shop online, safe at home, rather than join the masses in brick-and-mortar retail.\u00a0\u00a0<\/p>\r\n<p>Our recent survey on <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">2020 E-Commerce Holiday Shopping Trends<\/a> reports that 67% of respondents plan to complete most or all of their shopping online, and only 7% stated they would prefer to shop exclusively in-store. This data and direct shopper feedback are why it is critical to get to the inbox!\u00a0<\/p>\r\n<p>Below is a breakdown of how to banish those deliverability ghosts and get ready for this holiday season\u2014leveraging what we have learned from the past, sending in the pandemic-present, and hopes for a marketing future.\u00a0\u00a0<\/p>\r\n<h3>Holiday Sends of the Past<\/h3>\r\n<p>Unlike Ebenezer Scrooge wanting to avoid his ghosts of Christmas past, forcing him to make major changes for the future, we do want to reflect on what we have learned from previous years, their revenue outcomes, and what we still can carry forward with our email practices.\u00a0\u00a0<\/p>\r\n<p>Why? Because, while the landscape of online versus brick-and-mortar shopping will be changing, getting your infrastructure and the mailbox providers ready for the holidays largely remains the same.\u00a0\u00a0<\/p>\r\n<p>Let\u2019s start with a review of the data of these past few years. <a href=\"https:\/\/www.emarketer.com\/chart\/231253\/us-holiday-season-retail-sales-2015-2019-billions\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte<\/a> released an illustration highlighting the spend from 2015-2019, and the growth rates are in the billions, year over year. For the 2020 holiday season, they are <a href=\"https:\/\/www.cnbc.com\/2020\/09\/15\/deloitte-estimates-2020-holiday-retail-sales-will-rise-1-to-1point5percent-.html\" target=\"_blank\" rel=\"noopener noreferrer\">forecasting an increase<\/a> of 1% to 1.5% in spend, compared to that of 2019, and the 4.1% increase, which resulted in $1.14 trillion in spend.\u00a0<\/p>\r\n<p>Knowing now that holiday spend is still expected to increase this year, but that the end of the pandemic isn\u2019t clearly known, here is what we have learned from the past and still need to consider for the present and future of holiday email deliverability.\u00a0<\/p>\r\n<p>Let\u2019s quickly recap what\u2019s tried and true, from our last year's <a href=\"https:\/\/iterable.com\/blog\/dos-and-donts-deliverability-holidays\/\" target=\"_blank\" rel=\"noopener noreferrer\">Do\u2019s and Don\u2019ts of Holiday Sending<\/a>:<\/p>\r\n<ul>\r\n\t<li><strong>Do methodically ramp volume<\/strong>, and do not open the flood gates\u2014doubling or tripling volume\u2014in one instance. Keep it consistent and allow time for the mailbox provider (MBP) to make adjustments to your sending volume and audience engagement with your brand.<\/li>\r\n\t<li><strong>Do target an engaged audience<\/strong>. Engagement from your subscribers remains one of the most heavily weighted metrics that MBPs monitor and use in their filtering algorithms when making their filtering decisions. Positive engagement includes opens, clicks, replies and forwarding, while negative engagement includes complaints, deletions without reading, and not taking any action at all.<\/li>\r\n\t<li><strong>Do leverage user segmentation<\/strong> by putting yourself in your subscribers\u2019 shoes. What have they been interested in recently? What preferences have they opted into or out of?<\/li>\r\n\t<li><strong>Do monitor your metrics on an ongoing basis<\/strong>. Let the data tell the story of what your subscribers are wanting, not wanting or how the MBPs are viewing the reputation of your sending IPs and domains. This means monitoring not just campaign-level metrics like opens, clicks and complaints but also taking into consideration postmaster feedback from Google Postmaster Tools and Microsoft SNDS.<\/li>\r\n<\/ul>\r\n<h3>Holiday Pandemic Present<\/h3>\r\n<p>We all know that COVID-19 has impacted how you think through your strategy for holiday sending this year.\u00a0<\/p>\r\n<p>Here are a few big picture scenarios to consider when reviewing your target audience and how they have historically interacted with your brand.<\/p>\r\n<ul>\r\n\t<li><strong>How much will high-income households splurge?<\/strong> After months of being cooped up, 42% of consumers we surveyed plan to spend more money on gifts during the holiday season this year. By providing much-needed retail therapy, many brands could experience an overall increase in holiday spend.<\/li>\r\n\t<li><strong>How much will those impacted by job loss and decreased income cut back on spending?<\/strong> For the 58% of consumers who will be spending less on holiday shopping this year, some of them have unfortunately lost their jobs as a result of the pandemic or are coming back after a layoff. Marketers should be mindful of their needs, whether it\u2019s by offering bargains and discounts, price matching or \u201cbuy now, pay later\u201d programs.<\/li>\r\n\t<li><strong>For those who are going to spend, is it realistic to expect to see them in your brick-and-mortar stores?<\/strong> 67% of consumers plan to complete most or all of their holiday shopping online, so it\u2019s hyper-critical to get to their inboxes and drive value from the comforts of their own homes.<\/li>\r\n<\/ul>\r\n<p>So how can we take what we\u2019ve learned from the past and the \u201cwhat if\u201d scenarios of our present to make the most of this holiday season?\u00a0<\/p>\r\n<p>Here are four top tips to focus your email marketing efforts and achieve optimal deliverability.<\/p>\r\n<h4>1. Methodically Build Volume<\/h4>\r\n<p>We\u2019re going to repeat this tip, because it is always critical\u2014before, now and in the future. Review your recent volume and who you are expecting to target during Black Friday, Cyber Monday, Giving Tuesday and any other holidays during the remainder of the year.\u00a0<\/p>\r\n<p>Gradually build with an engaged audience in the 4-6 weeks leading up to your big push. Don\u2019t surprise the mailbox providers with your biggest volume of the year and risk being throttled or blocked, due to a drastic increase in volume.<\/p>\r\n<h4>2. Win-Back Subscribers Before Holiday Sends Deploy<\/h4>\r\n<p>If you are looking to dive back into your list and re-engage subscribers (who haven\u2019t opted out or complained), make sure they want to still be on your mailing list before Black Friday.\u00a0<\/p>\r\n<p>Mailbox providers will continue to monitor engagement, and they will be vigilant in protecting their account holders' inboxes to ensure they are receiving the mail they want from brands they have interacted with in the past or have safelisted.\u00a0<\/p>\r\n<p>Feel confident about suppressing subscribers who aren\u2019t engaging or contributing opens or clicks, because as we know, negative engagement can influence and impact campaigns, possibly sending them to the Spam folder.\u00a0<\/p>\r\n<h4>3. Deliver Relevant Content With Segmentation<\/h4>\r\n<p>Regardless of the time of year, make sure your subscribers are receiving what they signed up for, what they expect and what they consider relevant content.\u00a0\u00a0<\/p>\r\n<p>Our recent blog post on \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing for the Unexpected in Holiday 2020<\/a>\u201d discusses the opportunity you have to tap into your subscribers\u2019 recent purchase behavior and preference center updates to help drive the best experience.<\/p>\r\n<p>You can also download our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a> to learn why traditional strategies aren\u2019t cutting it and how you can advance your email marketing program.<\/p>\r\n<h4>4. Be Agile<\/h4>\r\n<p>The days of having a set email calendar, hitting \u201csend,\u201d and then sitting back\u2014well, they\u2019re long gone. It will be crucial to be prepared to adjust course if deliverability starts to take a dive. In addition to opens and complaints, monitor hard and soft bounces and any shifts from the Inbox to the Junk folder.<\/p>\r\n<p>If you start to see negative metrics impact your campaigns, be ready to shift or tighten your target audience.\u00a0<\/p>\r\n<p>Here are some strategies to have ready or confirm they are implemented:\u00a0<\/p>\r\n<ul>\r\n\t<li>Tighten inactive suppression<\/li>\r\n\t<li>Immediately remove subscribers who have complained<\/li>\r\n\t<li>Interpret bounce messages, either hard bounces that point to being blocked due to \u201cspam-related\u201d content or soft bounces due to throttling from sending too much mail at once.<\/li>\r\n<\/ul>\r\n<h3>Banish Those Deliverability Ghosts: Hopes for the Holiday Future<\/h3>\r\n<p>While I do enjoy a hot Starbucks coffee at 3 a.m. with my family and friends, standing outside my favorite stores in the freezing cold and not-so-patiently waiting for the doors to open, like many retailers themselves, I can\u2019t help but wonder what the future of in-person shopping will hold. Will it ever be the same? Or is this year a glimpse into our future selves as always-online shoppers?\u00a0\u00a0<\/p>\r\n<p>If anything, 2020 has only reinforced the importance of optimizing the way in which marketers are engaging and interacting with their customers, determining the channel of communication that works best, personalizing their relationship with your brand and avoiding subscriber churn.\u00a0\u00a0<\/p>\r\n<p>Work to ensure that what you have learned in the past and the present data at your fingertips will secure your subscriber base now and determine who you can target in the future.\u00a0<\/p>\r\n<p>Best of luck as you embark on your 2020 holiday email marketing journey!<\/p>\r\n<p><em>Need help banishing those deliverability ghosts? Learn more about <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's Deliverability Services<\/a> and contact our expert team of ghostbusters for a <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">custom demo<\/a> of our platform in action!<\/em><\/p>","post_title":"Deliverability Ghosts of the Past, Present and Future","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"deliverability-ghosts-past-present-future","to_ping":"","pinged":"","post_modified":"2020-10-07 11:15:01","post_modified_gmt":"2020-10-07 18:15:01","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11097","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/deliverability-ghosts-past-present-future\/"},{"ID":11073,"post_author":"7","post_date":"2020-10-06 10:08:43","post_date_gmt":"2020-10-06 17:08:43","post_content":"<p>Will Halloween 2020 be the equivalent of circus peanuts and peanut butter chews? Or will we find some full-size candy bars hiding in our treat sack?\u00a0<\/p>\r\n<p>Now that October is finally here, marketers are growing more confident that consumers will not sit out Halloween because of the COVID-19 pandemic\u2014they'll just celebrate it differently.\u00a0<\/p>\r\n<h3>What's Different With Halloween This Year?<\/h3>\r\n<p>In the U.K., large gatherings are out because of <a href=\"https:\/\/www.manchestereveningnews.co.uk\/whats-on\/family-kids-news\/is-halloween-cancelled-trick-treat-18909139\" target=\"_blank\" rel=\"noopener noreferrer\">a ban on events with more than six people<\/a> together, and trick-or-treating (or guising) is being actively discouraged.\u00a0<\/p>\r\n<p>In the U.S., some cities have banned door-to-door trick-or-treating, but others, like <a href=\"https:\/\/www.nbcnewyork.com\/news\/local\/cuomo-says-he-wont-ban-trick-or-treating-this-halloween\/2618694\/\" target=\"_blank\" rel=\"noopener noreferrer\">New York City<\/a>, <a href=\"https:\/\/www.wbez.org\/stories\/chicagos-halloween-rules-yes-to-trick-or-treating-but-no-to-haunted-houses\/413ab77b-639a-4e31-8aea-dbf00aa5e7a3\" target=\"_blank\" rel=\"noopener noreferrer\">Chicago<\/a> and <a href=\"https:\/\/www.latimes.com\/california\/story\/2020-09-09\/no-trick-or-treating-in-los-angeles-county\" target=\"_blank\" rel=\"noopener noreferrer\">Los Angeles<\/a>, are allowing it with modifications. Parties will shrink to close friends and family, and the costume parade might happen on Zoom or Google Meet instead of the neighborhood sidewalk.<\/p>\r\n<p>The National Retail Federation, which tracks key spending events like Halloween, predicts total U.S. spending on Halloween will <a href=\"https:\/\/nrf.com\/media-center\/press-releases\/consumers-anticipate-new-ways-celebrate-halloween-despite-covid-19\" target=\"_blank\" rel=\"noopener noreferrer\">dip to $8 billion<\/a>, down from $8.8 billion in 2019. But the NRF also says per-person spending will go up as those who do plan to celebrate will spend more on decorations, candy and greeting cards.<\/p>\r\n<h3>5 Tips for Halloween Email Campaigns That Wow\u00a0<\/h3>\r\n<p>Email marketers can <a href=\"https:\/\/iterable.com\/blog\/3-scary-good-email-strategies-halloween\/\" target=\"_blank\" rel=\"noopener noreferrer\">still get plenty of mileage<\/a> out of their Halloween marketing plans, even if the day isn't the blockbuster it could have been pre-pandemic.<\/p>\r\n<p>If you need some assistance and inspiration creating last-minute Halloween email campaigns, these five tips can help.<\/p>\r\n<h4>1.\u00a0 Use copy and images that reflect consumer desires to mix safety and fun<\/h4>\r\n<p>Halloween spending might be down, but there's still $8 billion up for grabs, and possibly more if consumers decide to join in after all.\u00a0<\/p>\r\n<p>Still, with three-quarters of U.S. consumers telling the NRF that the COVID-19 pandemic has changed their Halloween plans, it's a signal that email content should reflect this year's revised reality in order to resonate with customers.<\/p>\r\n<p>Try reviving the \"we're all in this together\" theme that ran through many email campaigns earlier this year. It might have worn thin over the summer as the pandemic appeared to subside in many parts of the U.S. and around the world. But it will signal your concern for customer safety, especially because the virus is on the rise again in many parts of the U.S.<\/p>\r\n<p>This campaign from HalloweenCostumes.com gets many things right with its timely focus on face masks as a part of the costume. It's in keeping with CDC advice to keep wearing cloth coverings because Halloween masks don't protect against the coronavirus.\u00a0<\/p>\r\n<p>The email also links to a section on safe trick-or-treating and promotes a virtual costume parade by inviting customers to post their pictures using the brand's hashtag.<\/p>\r\n\r\n[caption id=\"attachment_11075\" align=\"alignnone\" width=\"444\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/d2626a3b-eb8f-b7e0-3294-f817aea8c98c\"><img class=\"wp-image-11075 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-1.png\" alt=\"HalloweenCostumes.com 2020 email campaign\" width=\"444\" height=\"1296\" \/><\/a> <em>This HalloweenCostumes.com email combines safety, fun and a virtual costume parade on social media. <a href=\"https:\/\/www.mailcharts.com\/emails\/d2626a3b-eb8f-b7e0-3294-f817aea8c98c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>2. Add some DIY editorial content to help customers feel like winners<\/h4>\r\n<p>Okay, so the big Halloween bash isn't happening this year. But you can help your customers feel special about the plans they feel comfortable about keeping.\u00a0<\/p>\r\n<p>Offering tips on entertaining or creating a fun-but-safe costume for yourself or family members, or providing tutorials on makeup techniques, as in this PromGirl email, can help nudge customers toward a sale if your advice helps them solve a problem.<\/p>\r\n\r\n[caption id=\"attachment_11076\" align=\"alignnone\" width=\"186\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/e72324d7-3df2-ef52-1456-63d76ddef1bf\"><img class=\"wp-image-11076 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-2.png\" alt=\"PromGirl Halloween email campaign\" width=\"186\" height=\"1160\" \/><\/a> <em>PromGirl's makeup tutorial videos show customers how to create unique looks that could work even under a mask. <a href=\"https:\/\/www.mailcharts.com\/emails\/e72324d7-3df2-ef52-1456-63d76ddef1bf\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Need a little content inspiration?\u00a0<\/p>\r\n<p>Check out the <a href=\"https:\/\/www.halloween2020.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">\"Halloween Like We've Never Seen\"<\/a> campaign, sponsored by trade groups like the NRF, the Halloween &amp; Costume Association, the National Costumers Association and the Paper First Affiliates and allied brands like Party City and Hershey.\u00a0<\/p>\r\n<p>It pairs a county-by-county map color-coded to show safe and risky areas and a list of acceptable activities for five levels of risk.<\/p>\r\n<h4>3. Help Halloween procrastinators join the party<\/h4>\r\n<p>Take a page from your <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday playbook<\/a>, and let shoppers know when they need to order so they can get their merch on time. In the email below, Hot Topic posts its shipping cutoff date prominently, in Halloween-appropriate orange and black, so shoppers will be hard-pressed to avoid it.<\/p>\r\n<p>And if you really want to target your last-minute shoppers, let them know about your Buy Online, Pick-up In Store (BOPIS) service if you offer it.<\/p>\r\n\r\n[caption id=\"attachment_11077\" align=\"alignnone\" width=\"506\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/09f55b58-132e-012b-9df5-23787d79b235\"><img class=\"wp-image-11077 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-3.png\" alt=\"Hot Topic Halloween Unleashed\" width=\"506\" height=\"968\" \/><\/a> <em>You can't miss the shipping deadline, with day and time, in this Hot Topic email. <a href=\"https:\/\/www.mailcharts.com\/emails\/09f55b58-132e-012b-9df5-23787d79b235\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>4. Appeal to your bargain-hunters<\/h4>\r\n<p>Many consumers are hurting financially from furloughs and job losses as a result of the pandemic. Pull together a merchandise assortment that would appeal to people who love Halloween but need to do it on a budget this year.\u00a0<\/p>\r\n<p>The Party City email featured below is a virtual walk down the bargain aisle, with appealing merchandise at budget-friendly prices.\u00a0<\/p>\r\n<p>The clever copy delivers some fresh takes on the usual parade of clich\u00e9s and terrible puns that pervade most Halloween copy, like \"Torment the neighbors with these Halloween decoration ideas.\" (Time to put a stake through the heart of \"spooktacular!\")<\/p>\r\n\r\n[caption id=\"attachment_11078\" align=\"alignnone\" width=\"330\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/ab747ea1-1a1c-1e1c-d6f5-0e24d05b9bea\"><img class=\"wp-image-11078 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-4.png\" alt=\"Party City Halloween email for bargain haunters\" width=\"330\" height=\"1356\" \/><\/a> <em>Party City's email campaign feels a little like trick-or-treating for bargains. <a href=\"https:\/\/www.mailcharts.com\/emails\/ab747ea1-1a1c-1e1c-d6f5-0e24d05b9bea\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>5. Tip for 2021: Start early!<\/h4>\r\n<p>Is August too soon to start promoting Halloween? Not for d\u00e9cor stores like Grandin Road and Crate and Barrel, which go to the dark side at the peak of summer.\u00a0<\/p>\r\n<p>Crate and Barrel's email, sent in early August, wins on several fronts. The sly copy (\"We know it's early, but ...\") makes the email feel like a VIP sneak peek. The subject line stands out: \"Brewing up some new Halloween arrivals.\" And the images, which style the merchandise in aspirational home settings, are more appealing than straight catalog pictures.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11079\" align=\"alignnone\" width=\"400\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/58e5da77-6467-97af-f3f8-4503470f2382\"><img class=\"wp-image-11079 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-5.png\" alt=\"Crate &amp; Barrel Halloween email in August\" width=\"400\" height=\"888\" \/><\/a> <em>Is August too early to introduce new Halloween d\u00e9cor? True fans will say \"Bring it on!\" <a href=\"https:\/\/www.mailcharts.com\/emails\/58e5da77-6467-97af-f3f8-4503470f2382\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h5>What\u2019s the best time to send Halloween email campaigns? In 2020, anything goes.\u00a0<\/h5>\r\n<p>In past years, brands began promoting Halloween slowly, often mixing in content in the bottom half of the message before moving it to the featured position in early to mid-September, after back-to-school promotions subsided but before holiday\/Christmas marketing began in earnest.\u00a0<\/p>\r\n<p>The surge usually began to build about the third week of September, as brand emails mentioning Halloween increased and themes shifted from \u201cwhat\u2019s new for Halloween\u201d to promotion-led campaigns. The peak for Halloween frequency and promotion would come in the three to four days before the event and continue for two or three days afterwards as brands promote post-Halloween sales to clear out inventory.<\/p>\r\n<p>The coronavirus pandemic of 2020 has thrown the usual Halloween promotion cycle off track. Many brands, even Halloween stalwarts like Party City, have held back on frequency, promotion rate and promotion value because of uncertainty over regulations on large gatherings and trick-or-treating and consumer interest. Others, like HalloweenCostumes.com, are sending more frequently and increasing both the value and number of promotions.\u00a0<\/p>\r\n<p>Also in 2020, <a href=\"https:\/\/www.cnet.com\/news\/walmart-target-to-hold-their-own-sale-events-alongside-amazon-prime-day\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon\u2019s delayed Prime Day event<\/a> and promotions from competitors like <a href=\"https:\/\/chainstoreage.com\/target-take-prime-day-prime-day\" target=\"_blank\" rel=\"noopener noreferrer\">Target<\/a> and <a href=\"https:\/\/www.yahoo.com\/gma\/walmarts-big-save-event-2020-215712323.html\" target=\"_blank\" rel=\"noopener noreferrer\">Walmart<\/a> could divert even more attention and consumer spending away from Halloween. Retailers should work harder than usual to create attention-getting headlines that grab attention in the inbox and stand out from the Prime Day hoopla.<\/p>\r\n<h3>Wrapping Up: A Few Words About Subject Lines<\/h3>\r\n<p>Take the time to make them great. That's how you'll get your Halloween email campaigns noticed in the inbox.<\/p>\r\n<p>These three caught our eye as we browsed emails:<\/p>\r\n<ul>\r\n\t<li><em>\"Sinister merch for humans &amp; ghosts with the most\"<\/em> (Hot Topic)<\/li>\r\n\t<li><em>\"Give \u2018em pumpkin to talk about. Is your ride trunk-or-treat ready?\"<\/em> (Party City)<\/li>\r\n\t<li><em>\"Trick or treat, short and sweet\"<\/em> (Tipsy Elves)<\/li>\r\n<\/ul>\r\n<p>Work on your originality, too. You know all those great puns you love? So do a lot of other marketers. Spend some time scrolling through Halloween email collections on sites like <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a> and <a href=\"https:\/\/www.mailcharts.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a>, and look at the subject lines that catch your eye.\u00a0\u00a0<\/p>\r\n<p>(We said earlier that we're so over \"spooktacular\u201d because it\u2019s a clich\u00e9. But it has a bigger problem: It has a racist history because \u201c<a href=\"https:\/\/www.npr.org\/sections\/codeswitch\/2017\/10\/24\/559502238\/this-halloween-what-does-it-mean-to-call-something-spooky#:~:text=On%20Halloween%2C%20Insensitivity%20Goes%20Beyond,turn%20of%20the%20nineteenth%20century\" target=\"_blank\" rel=\"noopener noreferrer\">spook<\/a>,\u201d derived from a Dutch word meaning \u201cspecter,\u201d evolved into a slur used against Black people. Trade it in for something else, like \u201cfangtastic.\u201d)<\/p>\r\n<p>Halloween might not be a major holiday for your brand, but a little carefully chosen imagery and copy can spruce up any email and give you a hook for extra attention.<\/p>\r\n<p><em>Want to learn more e-commerce trends during the 2020 holiday season? Check out these top consumer insights from <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's holiday shopping survey<\/a>.<\/em><\/p>","post_title":"5 Tips to Make Your Halloween Email Campaigns Stand Out","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-halloween-email-campaigns-stand-out","to_ping":"","pinged":"","post_modified":"2020-10-06 17:04:33","post_modified_gmt":"2020-10-07 00:04:33","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11073","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-tips-halloween-email-campaigns-stand-out\/"},{"ID":11031,"post_author":"35","post_date":"2020-10-01 09:46:58","post_date_gmt":"2020-10-01 16:46:58","post_content":"<p>When it comes to user segmentation\u2014the first of the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">four core pillars of personalization<\/a>\u2014you can\u2019t have a one-to-one conversation with each customer without first breaking your audience down into neat, little segments.<\/p>\r\n<p>In this segmentation process, though, there has to be <em>intention<\/em>. It would be peak inefficiency to look at your audience and go one-by-one tailoring a specific message for each individual. While a potentially great community or relationship builder, the lack of scale and automation would drive your team mad.<\/p>\r\n<p>Instead, we take a look at similarities (and differences, as you\u2019ll see) to build segments, which make a marketer\u2019s life easier and a consumer\u2019s experience more personalized. A true win-win situation.<\/p>\r\n<h3>What Segmentation and Cooking Have in Common<\/h3>\r\n<p>That said, sometimes we are prone to treating segmentation like a new recipe we\u2019ve just found. You follow each step perfectly and use every suggested ingredient because the recipe has a proven track record of success without really questioning whether these elements are right for you or your dinner guests.<\/p>\r\n<p>Segmentation, much like any recipe, is malleable and has to be contextualized to be most effective. Your business needs and those of your users must be taken into consideration when building out segments. Otherwise, one or both of you will be left with a sour taste in your mouth.<\/p>\r\n<p>So, with that in mind, we've compiled a list of three pitfalls of segmentation that commonly arise from traditional methods and explain how you can effectively avoid them.<\/p>\r\n<p>(<strong>Pro tip<\/strong>: Hate reading? Check out the video at the bottom of this post to learn more about these pitfalls and the strategies to avoid them.)<\/p>\r\n<h3>The 3 Pitfalls of Segmentation to Avoid<\/h3>\r\n<h4>1. Correlation vs. Causation<\/h4>\r\n<p>You\u2019re likely familiar with the difference between <a href=\"https:\/\/amplitude.com\/blog\/2017\/01\/19\/causation-correlation\" target=\"_blank\" rel=\"noopener noreferrer\">correlation and causation<\/a>, but when looking at segmentation strategies, it might not be as obvious. In this situation, we are talking about understanding and contextualizing the outliers in customer data.<\/p>\r\n<p>Let\u2019s start with an example: Maybe you\u2019re an individual who loves buying men\u2019s clothes. Regardless of your gender expression, you are a loyal customer of your favorite brand and have been buying men\u2019s clothes for years. As you might expect, you are receiving promotions for menswear. Nothing out of the ordinary here.<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11033\" align=\"alignnone\" width=\"1010\"]<img class=\"wp-image-11033 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Pitfalls_1-1010x1024.png\" alt=\"A shopping cart with menswear and one dress\" width=\"1010\" height=\"1024\" \/> <em>Put actions up against one another to see patterns.<\/em>[\/caption]\r\n\r\n\r\n\r\n<p>But this last year, you purchased a dress for a special someone in your life who loves a classy sheath, dipping into women\u2019s clothing from this brand for the first time. Now, with the most recent piece of data in mind, the brand sends you a stream of promotions for dresses and other women\u2019s clothing items.<\/p>\r\n<p>Clearly, you have entered a new segment based on the correlation between \u201cbought a dress\u201d and \u201cbuys dresses.\u201d<\/p>\r\n<p>Rather, segmenting based on causation seeks to understand the context and reasoning behind a purchase. In this way, the data can be used to effectively delineate messaging and products in the correct context for each individual.<\/p>\r\n<p>A quick remedy for this segmentation pitfall could be something like a post-purchase pop-up or polling email that asks the customer about the reason for the purchase (either for yourself or as a gift).<\/p>\r\n<p>In knowing the purpose of the purchase, the marketer can place that individual in the right segment, such as \u201cprimarily purchases men\u2019s apparel, but receives recommendations for women\u2019s gift items.\u201d<\/p>\r\n<h4>2. Historical vs. Current Events<\/h4>\r\n<p>A key piece of segmentation is the historical data that marketers have in the user\u2019s profile\u2014what they like and what they have done. Sometimes, though, this can leave out a big piece of contextual information: what is happening in the world around the user!<\/p>\r\n<p>This year, <a href=\"https:\/\/nypost.com\/list\/major-2020-events\/\" target=\"_blank\" rel=\"noopener noreferrer\">more so than most<\/a>, has been a shining example of weighing historical data against current events. Consumer priorities have shifted. General dispositions have changed and will continue to change at a rapid pace. Marketers have to keep up, and part of keeping pace is incorporating current events into your consideration for segments.<\/p>\r\n<p>The example below shows how Taco Bell is shifting to accommodate in-store dining closures in certain regions and the discomfort some diners feel in regions where restaurants have reopened. To help out, they\u2019ve given users several choices to suit their preferences and contextualized this against historical data of the user\u2019s favorite items.\u00a0<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11034\" align=\"alignnone\" width=\"877\"]<img class=\"wp-image-11034 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-29-at-10.06.28-AM.png\" alt=\"Taco Bell's email offering delivery and takeout\" width=\"877\" height=\"532\" \/> <em>Show customers that you're paying attention by acknowledging their current situation.<\/em>[\/caption]\r\n\r\n\r\n\r\n<p>This segmentation strategy continues as users make selections for their dining preferences (delivery vs. in-store) and subsequent messaging takes this into account.<\/p>\r\n<h4>3. Similarities vs. Differences<\/h4>\r\n<p>As mentioned above, the creation of a segment often hinges upon similarities\u2014people who like hats, lovers of sushi, residents of Austin, TX, you name it.<\/p>\r\n<p>But it\u2019s also important to take into account the other side of the coin to avoid this common segmentation pitfall. After all, our differences are what make us unique, and understanding a user\u2019s uniqueness makes personalization that much more effective.\u00a0<\/p>\r\n<p>This pitfall in particular touches on segments that are sliced too broadly, capturing a wider swathe of preferences without considering motivations. Segments are often made and whittled down using dichotomous actions (customer vs. non-customer; free vs. paid), but in doing so, intrinsic behaviors are brushed aside.<\/p>\r\n<p>Consumers make actions based on factors, like how products make them feel or how they fulfill their needs. The most effective segments find a way to touch on these motivations.<\/p>\r\n<p>Take meditation as an example. Some meditate to reduce anxiety. Others meditate as a form of mental fitness. While these might seem similar\u2014and for some, there might be an overlap\u2014these are entirely different motivations that warrant different approaches from a brand like <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, which you can see in the messages below.<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11035\" align=\"alignnone\" width=\"739\"]<img class=\"wp-image-11035 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-29-at-10.08.06-AM.png\" alt=\"Pitfalls of Segmentation: Similarities vs. Differences of Calm's emails\" width=\"739\" height=\"609\" \/> <em>While the action might be the same, the motivation behind it could differ.<\/em>[\/caption]\r\n\r\n\r\n\r\n<p>By recognizing motivation and subtle differences, such as these, messaging takes on greater relevance and resonance with users, leading to increased engagement and retention.<\/p>\r\n<p>Using this tactic, Calm saw a <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">4x increase in revenue<\/a> through testing and optimization of its onboarding sequence for new members.<\/p>\r\n<h3>Avoiding These Pitfalls of Segmentation<\/h3>\r\n<p>There\u2019s no shame in seeing these pitfalls and admitting you fall victim to them. They\u2019re subtle and easy to miss, but they can be avoided with a few safeguards.<\/p>\r\n<p>When considering where to start, always remember to:<\/p>\r\n<ol>\r\n\t<li><strong>Put the customer at the center<\/strong> of your strategy rather than brand, price or promotion.<\/li>\r\n\t<li><strong>Emphasize context<\/strong> and personal values as the keys to one-to-one relationships.<\/li>\r\n\t<li><strong>Take environment into account<\/strong>. It will help you understand customer needs and priorities.<\/li>\r\n<\/ol>\r\n<p>For your data, it\u2019s important to:<\/p>\r\n<ol>\r\n\t<li><strong>Continually assess your requirements<\/strong> to identify what\u2019s needed to drive personalized experiences.<\/li>\r\n\t<li><strong>Refresh and confirm<\/strong> customer data regularly to verify its validity and relevance.<\/li>\r\n\t<li><strong>Use progressive profiling<\/strong> to constantly learn more about your users.<\/li>\r\n<\/ol>\r\n<p>And finally, it\u2019s just good marketing to report the progress of your segmentation strategies (<a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">even weekly, if you mean business<\/a>), so you can iterate where needed and optimize your results.<\/p>\r\n<p>So there you have it! The most common segmentation pitfalls and a few simple steps you can take to stay vigilant and avoid them.<\/p>\r\n<p>If you\u2019re interested in diving deep into the topic of user segmentation, you should take a look at our recent <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook<\/a> that shows you how to build the perfect audience!<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/NIznFwwLjeU[\/embed]<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10924 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x192.png\" alt=\"Our Playbook to Modern User Segmentation: Read the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"3 Common Pitfalls of Segmentation and How to Avoid Them","post_excerpt":"We've compiled a list of three pitfalls of segmentation that commonly arise from traditional methods and explain how you can effectively avoid them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-common-pitfalls-of-segmentation","to_ping":"","pinged":"","post_modified":"2020-10-01 09:56:32","post_modified_gmt":"2020-10-01 16:56:32","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11031","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-common-pitfalls-of-segmentation\/"},{"ID":11057,"post_author":"71","post_date":"2020-09-30 17:19:56","post_date_gmt":"2020-10-01 00:19:56","post_content":"<p><span style=\"font-weight: 400\">It happens\u2026often. Shoppers rush to your e-commerce store doors only to leave a few items behind to go eat their lunch and forget all about that nice pair of jeans they were going to buy for their sister.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Get a jump start on navigating that exact situation with our Shopping Cart Abandonment template and be prepared next time to reel your customers back in.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Download this template to:<\/span><\/p>\r\n<ul>\r\n\t<li><span style=\"font-weight: 400\">Make sure you have a clear understanding of your audience\u2019s shopping habits by utilizing key data points<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400\">Know the critical questions to ask yourself when it comes to measuring, testing, &amp; optimizing\u00a0\u00a0\u00a0<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400\">Set yourself up for success every time a shopper leaves items in their cart and walks away from their computer <\/span><\/li>\r\n<\/ul>","post_title":"Template for Shopping Cart Abandonment Campaign Brief","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"shopping-cart-abandonment-campaign-brief-template","to_ping":"","pinged":"","post_modified":"2020-10-27 17:10:03","post_modified_gmt":"2020-10-28 00:10:03","post_content_filtered":"","post_parent":8,"guid":"http:\/\/iterable.com\/?page_id=11057","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"","url":"https:\/\/iterable.com\/resources\/shopping-cart-abandonment-campaign-brief-template\/"},{"ID":10976,"post_author":"70","post_date":"2020-09-30 09:10:35","post_date_gmt":"2020-09-30 16:10:35","post_content":"<p>When you think \u201cholidays,\u201d what images come to mind? For some, it\u2019s Norman Rockwell\u2019s \"Freedom From Want\u201d depiction of the Thanksgiving feast; for others, the Leg Lamp from \"A Christmas Story\" or the \u201cSanta Baby\u201d scene from \"Mean Girls.\" While diverse and multi-generational, these memories have one characteristic in common: they're full of joy.\u00a0<\/p>\r\n<p>With stores stocking up on holiday decor, it's clear that celebration is still a permanent fixture of our fall-to-winter culture. But, unlike in years past, 2020 simply hasn\u2019t given us a ton to celebrate. So while the proud few continue their annual traditions, the reality is that most customers are really not rushing to buy advent calendars or Halloween costumes.<\/p>\r\n<p>Because families seem to be lamenting more often than laughing, we expect that consumers will approach the holiday season this year with trepidation. In fact, our recent survey of over 1,000 U.S. consumers found that <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">63% of respondents said the pandemic has negatively affected their attitudes about holiday shopping itself<\/a>.<\/p>\r\n<p>How should brands react to this emotional downturn? How can companies succeed in a depressed economy?<\/p>\r\n<p>In our three-part holiday shopping series, we've addressed product scarcity when supply chains are disrupted and attention scarcity when consumers are distracted. Now, in the final installment, we explore something that has seriously been plaguing our shoppers: celebration scarcity.<\/p>\r\n<p>Read on to learn how to connect with your customers, bring them some much-needed joy to their world and save the holidays!<\/p>\r\n<h3>What Is Celebration Scarcity?<\/h3>\r\n<p>COVID-19 and the subsequent recession are dramatically reshaping the way Americans celebrate the holidays. <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">58% of consumers plan to spend less money<\/a> during this holiday season than in years past.<\/p>\r\n<p>These discouraging developments will have severe consequences for brands that do not navigate the evolving (and, let\u2019s be real, pretty grim) landscape with customer empathy. But before you deploy your holiday marketing plans, let\u2019s level set.<\/p>\r\n<p>What's really going on out there?<\/p>\r\n<h4>Customer Spirit Is Trending Negative<\/h4>\r\n<p>Do you remember the Will Ferrell movie, \"Elf\"? If you do, you may recall that Santa's sleigh was powered by holiday cheer. Without spirit, the sleigh is grounded. We're all running a little empty on cheer, joy and spirit this season.<\/p>\r\n<p>And that's not surprising, given the sobering facts:<\/p>\r\n<ul>\r\n\t<li>The <a href=\"https:\/\/www.bbc.com\/news\/world-54334496\" target=\"_blank\" rel=\"noopener noreferrer\">global death toll<\/a> of COVID-19 has surpassed 1 million people.<\/li>\r\n\t<li><a href=\"https:\/\/www.businessinsider.com\/unemployed-states-of-america-life-without-a-paycheck-in-2020-2020-9\" target=\"_blank\" rel=\"noopener noreferrer\">55 million Americans<\/a> have filed for unemployment since the pandemic hit.<\/li>\r\n\t<li><a href=\"https:\/\/www.weforum.org\/agenda\/2020\/09\/coronavirus-covid-19-united-states-mental-health-depression-symptoms\/\">Over a quarter<\/a> of U.S. adults have reported feeling depressed as a result of coronavirus.<\/li>\r\n<\/ul>\r\n<p>As a result, public health scientists say it's easier to <a href=\"https:\/\/www.nbcdfw.com\/news\/coronavirus\/experts-suggest-us-families-begin-virtual-holiday-planning\/2436084\/\">forecast the weather on Thanksgiving Day<\/a> than to predict how the coronavirus crisis will play out this autumn.<\/p>\r\n<p>With this data in mind, you would think that all the joy in the world is lost. That the holidays are impossible to celebrate.<\/p>\r\n<p>But fortunately, you would be wrong.<\/p>\r\n<h3>How to Bring Joy to This Socially-Distanced World<\/h3>\r\n<p>Despite all the challenges this year hath wrought, humanity is resilient, and now it is more important than ever to spread holiday cheer. Folks will still celebrate<a href=\"https:\/\/morningconsult.com\/form\/2020-holiday-shopping\/\"> major holiday events<\/a>, and much like <a href=\"https:\/\/www.smithsonianmag.com\/science-nature\/diamonds-unearthed-141629226\/#:~:text=Diamonds%20are%20made%20of%20carbon,together%20to%20start%20growing%20crystals.&amp;text=That's%20why%20a%20diamond%20is,that%20form%20between%20carbon%20atoms.\" target=\"_blank\" rel=\"noopener noreferrer\">diamonds are made<\/a> under high temperature and pressure, we think 2020 has opened up an opportunity for brands to get creative.<\/p>\r\n<p>We believe we can still find things to celebrate all around us, and we should invite others to do the same. After all, our mission at Iterable is to connect people with products that bring them joy. So let\u2019s do that.<\/p>\r\n<p>But first, we have to remind them that there is a joy to be had in the first place! Here's how leading brands are combating celebration scarcity by getting the recipe for fun and festive holiday email campaigns right.<\/p>\r\n<h4>Celebrate the Little Things<\/h4>\r\n<p>Finding time for yourself to relax and recharge can be a hard balance, even during non-pandemic times. It\u2019s easy to get over-scheduled, overspent, and overwhelmed, which is why we find that the smallest celebrations\u2014like hot cocoa, pumpkin carving and leaf crunching\u2014tend to bring the most joy. <br \/>\r\n<br \/>\r\nThis holiday season, your customers are going to be <a href=\"https:\/\/iterable.com\/blog\/fashion-retail-marketing-covid-19\/\">spending most of their time inside and isolated<\/a>. Many won\u2019t be trick-or-treating or hosting massive Thanksgiving dinners. This makes it the perfect time to remind your customers about the magic of intimate holiday memories. Help them find solace in the small things that can be done alone, like self-indulgence and pampering!<\/p>\r\n<p>This LUSH email is perfectly themed to drive excitement around the holidays. What\u2019s better than a warm, spooky bubble bath to help soothe our pandemic (and Zoom party planning) anxieties?<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/need-to-calm-a-sugar-high\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/LUSH-Spooky-Slumbers.png\" alt=\"LUSH Spooky Slumbers Email combats celebration scarcity\" width=\"680\" height=\"2873\" \/><\/a> <em>Bath and body retailer LUSH celebrates Halloween with this subtly spooky theme. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>We love so many elements of this email, from the alliterative \"Spooky slumbers\" title, to the copy for particularly frazzled parents that asks, \"Little monsters won't go to bed?\" to the clear and compelling \"Get sleepy\" CTA button.<\/p>\r\n<h4>Ferment Your Marketing With Fun<\/h4>\r\n<p>If one industry is booming right now, it's alcohol: <a href=\"https:\/\/www.winsightgrocerybusiness.com\/center-store\/impact-covid-19-retail-alcohol-sales\" target=\"_blank\" rel=\"noopener noreferrer\">online sales skyrocketed by 339%<\/a>, becoming the fastest-growing e-commerce department among consumer packaged goods, according to Nielsen.<\/p>\r\n<p>There's no reason why you can't toast during the holidays this year, and we appreciate Winc's playful email below with its \"Post-Thanksgiving Recovery Plan: Drink More Wine\" message.<\/p>\r\n<div>\r\n<dl id=\"attachment_10988\">\r\n<dt>\r\n[caption id=\"\" align=\"alignnone\" width=\"800\"]<a href=\"https:\/\/www.winc.com\/blog\/thanksgiving-hangover\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Winc-e1600882661586.png\" alt=\"Winc Thanksgiving Email\" width=\"800\" height=\"2221\" \/><\/a> <em>Wine subscription service Winc shares fun info\u2014and a tempting offer\u2014for the holidays.<\/em>[\/caption]\r\n<\/dt>\r\n<\/dl>\r\n<p>You will likely need to change the context around how your products are sold this season\u2014for instance, enjoying a glass of wine with your just your immediate family rather than popping champagne at a large New Year's Eve party\u2014but that doesn't mean you can't put the happy back in happy hour.<\/p>\r\n<\/div>\r\n<h4>That's Amore<\/h4>\r\n<p>People around the world are craving human connection in lockdown, and\u00a0<a href=\"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/\">dating apps experienced a boost that proves romance isn\u2019t dead<\/a>.<\/p>\r\n<p>We\u2019re not trying to tell brands to shift their business model to online dating, but there is something to be said for getting creative about marketing during this time, and Crate &amp; Barrel does an excellent job of doubling down on date night with its \"Gothic Romance\" holiday decor email.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"800\"]<a href=\"https:\/\/www.mailcharts.com\/holiday-email-marketing\/halloween\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Crate-and-Barrell.png\" alt=\"Crate &amp; Barrel Halloween Email\" width=\"800\" height=\"2317\" \/><\/a> <em>Crate &amp; Barrel's Halloween email is boo-tiful (we'll see ourselves out). Source: Mailcharts<\/em>[\/caption]\r\n\r\n<p>There's always been a little romance attributed to Halloween. From \"Sleepy Hollow\" to \"Hocus Pocus,\" there's something haunting about being haunted. While your customers might not be able to make it outside to partake in haunted houses and hayrides, you can still sway shoppers with alluring imagery of stay-at-home Halloween ambiance.<\/p>\r\n<h4>Finding Joy in Tradition<\/h4>\r\n<p>No matter the holiday, there are always family traditions. Some are modern phenomena, like <a href=\"https:\/\/www.elfontheshelf.com\/about-us\" target=\"_blank\" rel=\"noopener noreferrer\">The Elf on the Shelf<\/a>, while others, <a href=\"https:\/\/www.wockenfusscandies.com\/blog\/why-do-we-leave-cookies-and-milk-for-santa-on-christmas-eve\/#:~:text=Father%20Christmas'%20horse.-,Leaving%20cookies%20and%20milk%20for%20Santa%20could%20be%20linked%20to,Santa%20Claus%20and%20his%20reindeer.\" target=\"_blank\" rel=\"noopener noreferrer\">like giving cookies to Santa<\/a>, are classics that go back ages!<\/p>\r\n<p>Traditions nurture the bonds that we\u2019ve made over time, give a sense of purpose, and serve as a testament to what we find important. And right now, <a href=\"https:\/\/iterable.com\/blog\/entertainment-recommendations-long-haul\/\" target=\"_blank\" rel=\"noopener noreferrer\">finding ways to entertain ourselves<\/a> has become especially important.<\/p>\r\n<p>This reactivation email by Disney+ inspires churned subscribers to come back and enjoy the tradition of movie night with their holiday favorites.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/come-back-for-your-holiday-favorites\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/come-back-for-your-holiday-favorites-1.png\" alt=\"Celebration Scarcity: Disney+ Reactivation Holiday Email\" width=\"680\" height=\"3297\" \/><\/a> <em>Disney and Christmas? A dynamic duo of holiday family traditions. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>We're all watching more TV than usual, so turn the mundane into magical with holiday-themed messaging that will inspire customers to make special memories.<\/p>\r\n<h4>Get Creative With Gift-Giving<\/h4>\r\n<p>With families and friends farther apart, the value of a gift may mean even more this year. And even if purse strings are tight, shoppers still want to find ways to celebrate their loved ones\u2014and treat themselves in the process.<\/p>\r\n<p>That's why this holiday gift email from Taco Bell wins over hearts and stomachs. It drives excitement around gift-giving and incentivizes the purchase with an extra $5 e-gift card (that's like, five Cheesy Roll Ups!)<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"675\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/buy-a-15-egift-card-and-get-one-5-ebonus-card-\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Taco-Bell-1-e1600884644522.png\" alt=\"Taco Bell Holiday Email\" width=\"675\" height=\"2301\" \/><\/a> <em>Taco Bell promoting gift-giving (and getting) with this $5 bonus. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>Remind customers of the joy inherent in giving and getting gifts, especially during a pandemic. Whether it's $5 tacos or a $500 PlayStation 5, your brand can bring holiday cheer in a time when we need it most.<\/p>\r\n<h3>Spark Joy in This Socially Distant World<\/h3>\r\n<p>This year, brands have the opportunity to impact the holiday season with more than just gifts. They can increase anticipation, inspire creativity and form some new traditions. But first, make sure you know your customers. Then you can connect them to the products that bring them the most joy.<\/p>\r\n<p>Address celebration scarcity and make your customers feel special this holiday season by crafting personalized marketing messages.<\/p>\r\n<p>Don't know where to begin? Take our <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\">Personalization Maturity Model quiz<\/a> to better understand where you stand with regard to the four core pillars of personalization, so you can act on steps to level-up your brand's customer experience.<\/p>","post_title":"Celebration Scarcity: Joy to the (Socially Distanced) World","post_excerpt":"In the final installment of our holiday shopping series, we explore celebration scarcity. Learn how to bring joy to your customers and save the holidays!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebration-scarcity-joy-socially-distanced-world","to_ping":"","pinged":"","post_modified":"2020-09-30 09:10:35","post_modified_gmt":"2020-09-30 16:10:35","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10976","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/celebration-scarcity-joy-socially-distanced-world\/"},{"ID":11023,"post_author":"7","post_date":"2020-09-29 08:03:22","post_date_gmt":"2020-09-29 15:03:22","post_content":"<p>As we close out one of the most turbulent years in recent history, consumers are looking ahead to the holiday shopping season for some much-needed levity and relief. But the holiday season will look different in more ways than one this year, and retail is no exception.<\/p>\r\n<p>With COVID-19 and the recession continuing to impact the lives of consumers, brands will need to adjust their strategies to <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">overcome negative sentiments<\/a> about holiday shopping.<\/p>\r\n<p>The majority of shoppers plan to direct money toward essentials instead of holiday spends: <strong>58% of consumers said they plan to spend less money<\/strong> during this holiday season than in past years. As a result, earning your market share will be tougher this year as established selling tactics fall short.<\/p>\r\n<p>Without the promise of major in-store events like Black Friday doorbusters, retailers are considering how to reimagine the shopping experience and attract shoppers with less disposable income (considering the <a href=\"https:\/\/www.forbes.com\/sites\/sarahhansen\/2020\/07\/24\/30-million-are-unemployed-and-more-pain-is-on-the-way-here-are-8-numbers-that-sum-up-the-destruction-in-the-us-labor-market\/\" target=\"_blank\" rel=\"noopener noreferrer\">30 million collecting unemployment<\/a> in the U.S.) to splurge on gifts.<\/p>\r\n<p>We wanted to know how consumers are really feeling about the upcoming shopping season:<\/p>\r\n<ul>\r\n\t<li>Are shoppers eager to be back in stores, or are they embracing the move to digital platforms?<\/li>\r\n\t<li>What\u2019s driving consumers to make purchase decisions this year, and how will their buying patterns be impacted by retailer marketing?<\/li>\r\n\t<li>Are shoppers eager to purchase products as soon as they\u2019re in stock, or will they wait for sales events?<\/li>\r\n<\/ul>\r\n<h3>Holiday Shopping: Iterable's Consumer Survey Findings<\/h3>\r\n<p>To answer these questions, Iterable surveyed over 1,000 consumers across the U.S. Our results show that even though consumers are concerned about the upcoming holiday season, there\u2019s an opportunity for retailers to make an impact by choosing the right timing and channels.<\/p>\r\n<p>Here\u2019s what we found.<\/p>\r\n<h4>1. The surge in e-commerce demand will continue beyond the pandemic.<\/h4>\r\n<p>Two-thirds (67%) of shoppers plan to complete most or all of their holiday shopping online, and just 3% said they will continue to do all their shopping in stores.<\/p>\r\n<p>Now that we\u2019ve tasted the convenience of online and mobile experiences, consumer expectations aren\u2019t likely to go backwards. Just 7% of respondents across generations say they would prefer to shop exclusively in-store, meaning companies need to adapt to build better customer experience on e-commerce platforms.<\/p>\r\n<blockquote>\r\n<p><em>67% of shoppers plan to complete most or all of their holiday shopping online<\/em><\/p>\r\n<\/blockquote>\r\n<p>But consumers aren\u2019t entirely ready to do away with in-store shopping. Surprisingly, digitally native Gen Zers were the second most likely group (behind baby boomers) to report plans to spend half their time shopping in a brick-and-mortar shop\u201430% of Gen Z respondents said they would do half their shopping in-stores.<\/p>\r\n<p>What\u2019s more, Gen Zers were least likely to report doing all their shopping online and most likely to report that given the opportunity, they would complete most shopping in-store, demonstrating there\u2019s more to the e-commerce equation than just digital literacy.<\/p>\r\n<p>These findings may relate to consumers\u2019 desire to spend more time supporting small and local businesses. Consumer support for small and local businesses has grown (22% say this will be a priority this holiday season)\u2014as long as these businesses are able to provide affordable solutions in a convenient purchasing channel.<\/p>\r\n<p>Moving forward, all retailers will need to offer great prices and bring low-touch pick-up or delivery options to shoppers. Even though big retailers like Amazon dominate online (35% say they will use Amazon more than in previous years), there\u2019s still space for small local businesses to sell online to customers seeking them out.<\/p>\r\n<p>The world may be moving toward e-commerce out of necessity now, but expect the shift to stick. The majority of respondents reported that even if COVID-19 didn\u2019t factor into their shopping decisions, they would still choose to shop online at least half the time.<\/p>\r\n<h4>2. Emotional connections to a brand are increasingly important in a digital-first world.<\/h4>\r\n<p>A whopping 83% of respondents said they were more likely to purchase from a brand they have an emotional connection to. That means brands with less mission-driven messages or messages that don\u2019t align with consumers\u2019 values may see a drop in sales.<\/p>\r\n<p>Straightforward promotional advertising messaging that clearly describes a product is most preferred by older generations, zeroing in on product specs, pricing and exciting new innovation.<\/p>\r\n<blockquote>\r\n<p><em>83% of consumers are more likely to purchase from a brand they have an emotional connection to.<\/em><\/p>\r\n<\/blockquote>\r\n<p>But product descriptions won\u2019t cut it for Gen Z, who needs empathy to convert. That means advertising messages need to demonstrate they understand the experience of Gen Z\u2014so marketers need to take the time to learn what that means.<\/p>\r\n<p>In addition to Gen Zers, high earners are significantly more likely to purchase from a brand they have an emotional connection to. More than 50% of those making more than $100,000 said they are \u201cmuch more likely\u201d to make a purchase when they connect with a brand, whereas the majority of those earning less said it makes them just \u201csomewhat more likely.\u201d<\/p>\r\n<h4>3. Consumers are willing to wait for sales, but when retailers message them is critical.<\/h4>\r\n<p>In spite of expected shipping delays in the upcoming shopping season, consumers are twice as likely to wait for an online sales event to buy an item than they are to purchase an item as soon as it is in stock. One-third (36%) of consumers said they were currently waiting for an online sales event, while just 17% plan to purchase items as soon as they are in stock.<\/p>\r\n<p>Retailers hosting sales events should be careful about how and where they market events. Shoppers with budget constraints, for example, need more warning in order to plan for holiday promotions\u2014at least a week.<\/p>\r\n<blockquote>\r\n<p><em>36% of consumers are currently waiting for an online sales event before shopping for the holidays.<\/em><\/p>\r\n<\/blockquote>\r\n<p>Meanwhile, those making over $100,000 are more likely to want to hear from brands \u201ca few days prior.\u201d Almost two-thirds (65%) of consumers prefer to receive promotions no sooner than two weeks before a sales event.<\/p>\r\n<p>After shopping events, retailers should give consumers time to recover from shopping fatigue. Twenty-eight percent of consumers say it takes them about two weeks to feel ready to receive alerts from retailers again after the holidays.<\/p>\r\n<p>This preference is true across income brackets and locations, but lower-income shoppers prefer a longer break, with the majority preferring between two weeks and a month before they hear from brands.<\/p>\r\n<h3>What This Means for Retailers<\/h3>\r\n<p>As consumers strapped for cash enter the shopping season, conventional holiday selling tactics may fall short. As a result, retailers need to communicate with more empathy and play the long game to encourage sales.<\/p>\r\n<blockquote>\r\n<p><em>Download our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retail Marketing Makeover Guide<\/a> to learn how leading retailers and beauty brands are taking their marketing campaigns from drab to glam.<\/em><\/p>\r\n<\/blockquote>\r\n<p>With powerful solutions that enable lifelike digital experiences, retailers can make an impact that lasts well beyond the recession. And considering positive attitudes toward e-commerce and digital experiences, this work can\u2019t wait.<\/p>\r\n<p>Looking for support in creating personalized experiences that communicate empathy across channels? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> of Iterable's growth marketing platform today.<\/p>","post_title":"2020 E-Commerce Holiday Shopping Trends","post_excerpt":"Iterable surveyed over 1,000 U.S. consumers to learn how they're really feeling about the upcoming holiday shopping season. Here's what we found.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-e-commerce-holiday-shopping-trends","to_ping":"","pinged":"","post_modified":"2020-09-29 08:03:22","post_modified_gmt":"2020-09-29 15:03:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11023","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/"},{"ID":10953,"post_author":"35","post_date":"2020-09-24 09:08:10","post_date_gmt":"2020-09-24 16:08:10","post_content":"<p>Retail and e-commerce marketers have a lot to keep tabs on. Not only are their brands releasing new items on a seasonal basis, but consumers are also shifting their <a href=\"https:\/\/www.businessinsider.com\/american-spending-habits-changed-covid-19-experts-skeptical-2020-5\" target=\"_blank\" rel=\"noopener noreferrer\">spending habits<\/a>. Add to that, marketers want to personalize their messaging for every individual.<\/p>\r\n<p>That last bit is the most important piece of the puzzle for retail and e-commerce marketers. Consumers want a <a href=\"https:\/\/review42.com\/retail-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">more personalized experience<\/a> and with COVID-19 completely altering the way consumers can shop, the \u201c<a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/retail\/our%20insights\/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever\/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">trusted brand<\/a>\u201d takes precedence over the available brand.<\/p>\r\n<p>Now that we\u2019re 6+ months into the pandemic altering our reality\u2014<a href=\"https:\/\/thehill.com\/changing-america\/well-being\/prevention-cures\/517095-fauci-reveals-when-he-thinks-the-us-can-return\" target=\"_blank\" rel=\"noopener noreferrer\">and little sign of it ending soon<\/a>\u2014it\u2019s as good a time as any for marketers to take a moment and assess. What\u2019s working? Where are our strengths? What crucial user profile data are we missing to get that much closer to our audience at the individual level?<\/p>\r\n<p>Such an audit can be overwhelming, but the impact is invaluable. Where do you even begin?<\/p>\r\n<p>Here, that\u2019s where.<\/p>\r\n<p>In our latest guide, \u201c<a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">From Drab to Glam: A How-To Guide for Giving Your Retail Marketing a Red Carpet-Worthy Makeover<\/a>,\u201d we provide the following perks:<\/p>\r\n<ul>\r\n\t<li>A deep-dive into common marketing trends we\u2019ve seen in the retail industry<\/li>\r\n\t<li>A framework for assessing your level of cross-channel personalization<\/li>\r\n\t<li>Actionable steps you can take to set yourself up for success against all challenges and changes.<\/li>\r\n<\/ul>\r\n<h3>A Look at Our Models<\/h3>\r\n<p>For any good makeover, you need a model\u2014a canvas of sorts upon which to create something beautiful. In preparation for our guide, we acted as engaged new users for 15 leading retailers and beauty brands to see how they would incorporate our actions and behavior into their marketing messaging.<\/p>\r\n<p>We signed up and opted in. We favorited items. We browsed a ton. We even abandoned some carts. Anything and everything you can do without actually buying an item, we did over the course of three weeks this summer.<\/p>\r\n<p>In order to make a more seamless, like-to-like comparison between brands, we focused largely on the beauty and cosmetics industry. This way, we could identify trends that extend into the larger retail and e-commerce market and provide more pointed recommendations that can help all marketers, regardless of vertical.<\/p>\r\n<h3>The Elements of a Good Marketing Makeover<\/h3>\r\n<p>Our models identified. The messaging collected. We set to work.\u00a0<\/p>\r\n<p>Like with any type of makeover, there\u2019s a natural order you must follow to make sure everything is layered just right for the perfect look.\u00a0<\/p>\r\n<p>We started, like one would logically expect, at the beginning\u2014the welcome campaign\u2014and continued through the average customer lifecycle onto promotions and cart abandonment campaigns.<\/p>\r\n<p>For each of these campaigns, you will find the trends across all of our lovely models, a few pitfalls to avoid, and at the end, a piece-by-piece framework for how to build out your ideal version of each campaign.\u00a0<\/p>\r\n<p>Everyone loves a good sneak peek, so here\u2019s just a glimpse at some of the takeaways you\u2019ll find inside:<\/p>\r\n<ol>\r\n\t<li><strong>Build Trust:<\/strong> People love brands they <a href=\"https:\/\/www.marketingcharts.com\/brand-related\/brand-loyalty-109127\" target=\"_blank\" rel=\"noopener noreferrer\">can trust<\/a>. Showing off your company values and what you stand for in the welcome campaign kicks off the relationship between you and the user on the right foot. Even better if you\u2019re able to harness those values to identify what\u2019s important to users and use them to inform preferences for future campaigns.<\/li>\r\n\t<li><strong>A Seamless Experience:<\/strong> A common trend in modern retail promotions is to design emails to mimic the online shopping experience. Take this one step further with new features like <a href=\"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">AMP for Email<\/a> to allow users to purchase items directly from the email. No further clicks required.<\/li>\r\n\t<li><strong>Don\u2019t Take Our Word For It:<\/strong> A brilliant way to drive conversions in cart abandonment campaigns: using data feeds to pull third-party reviews of products to confirm the value of a product. Capitalize on the data you have at hand by building a tech stack that gives you a holistic view of user behavior and the tangential data to give yourself a leg up.\u00a0<\/li>\r\n<\/ol>\r\n<p>You might be thinking, \u201cBah, our marketing is fine, we don\u2019t need a makeover.\u201d You may very well be ready for your red carpet moment.<\/p>\r\n<p>But, the operative word there, really, is \u201cfine.\u201d We want to help you turn that into \u201cfierce\u201d so <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the guide<\/a> and maybe\u2014just maybe\u2014you\u2019ll find that spark, that shine, that aha! idea that takes you from drab to glam.\u00a0<\/p>\r\n<h3><a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"Retail Marketing Makeover Guide CTA\" width=\"1024\" height=\"397\" \/><\/a><\/h3>","post_title":"How to Give Your Retail Marketing the Red Carpet Makeover","post_excerpt":"In our latest guide, we discuss how to assess your campaigns against common trends to give yourself a marketing makeover for better personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"retail-marketing-makeover","to_ping":"","pinged":"","post_modified":"2020-09-24 09:08:10","post_modified_gmt":"2020-09-24 16:08:10","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10953","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/retail-marketing-makeover\/"},{"ID":10968,"post_author":"7","post_date":"2020-09-23 11:06:29","post_date_gmt":"2020-09-23 18:06:29","post_content":"<p><em><a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsultMyApp<\/a>, headquartered in London, is a mobile marketing consultancy that serves as an extension of your marketing team, offering expertise and delivery on app store optimization, customer relationship management and user acquisition.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to receive a deep-dive on the art of web push notifications.<\/em><\/p>\r\n<p>For many marketers, web push notifications\u2014otherwise known as browser push notifications\u2014are viewed with a sense of disdain; remembering the <a href=\"https:\/\/iterable.com\/blog\/5-questions-getting-started-web-push\/\" target=\"_blank\" rel=\"noopener noreferrer\">pop-up window horrors of yesteryear<\/a> and imagining the damage that even suggesting their use could do to their careers.<\/p>\r\n<p>Whilst they aren\u2019t for every campaign (or even every type of business), web push notifications do provide a useful tool in the toolkit of the modern-day marketer, and we\u2019ll aim to demonstrate why and how in this blog.<\/p>\r\n<h3>A Quick Intro to Web Push<\/h3>\r\n<p>So, what exactly are web push notifications? Web push notifications are messages that you\u2019re able to send to a browser (mobile and desktop) from a central messaging platform, like <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a>. The messages themselves may contain a small amount of text, an image, and a link to a site (or screen in your app) containing further information.<\/p>\r\n<p>Similar to app push notifications, they do require the user to opt-in to receive them (a topic discussed later), but they offer a very effective way of engaging with users.<\/p>\r\n<h4>Use Cases<\/h4>\r\n<p>Due to the mechanics of this channel, web push notifications tend to be most effective when communicating breaking news stories, flash sale events, sports results, stock price movements or other scenarios in which the timeliness of the message is paramount.<\/p>\r\n<p>In general, web push notifications\u2014when used for more generic, scheduled campaigns and offers\u2014aren\u2019t particularly engaging, but if these campaigns can be shaped to offer highly contextual \u201cin-the-moment\u201d copy and imagery, they can be easily adapted to the channel.<\/p>\r\n<p>For example, an email offer that might deliver on a Monday with the headline copy, <em>\u201cThis week only - 25% off all electronics!\u201d<\/em> could be sent on the final day of the offer to say, <em>\u201cTime is running out! Only 24 hours left to get yourself 25% off from ALL electronics! View now!\u201d<\/em><\/p>\r\n<p>Modifying the copy and delivery time to generate a sense of urgency, when used with retargeting of the original email, provides a wonderful way of increasing conversion rates for your existing campaigns and is a nice, quick-win entry into web push for most companies.<\/p>\r\n\r\n[caption id=\"attachment_10986\" align=\"alignnone\" width=\"402\"]<img class=\"wp-image-10986 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-1.png\" alt=\"Mobile web push notification - soft opt-in\" width=\"402\" height=\"872\" \/> <em>Soft opt-in on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10985\" align=\"alignnone\" width=\"416\"]<img class=\"wp-image-10985 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-2.png\" alt=\"Official opt-in on mobile\" width=\"416\" height=\"902\" \/> <em>Official opt-in on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10984\" align=\"alignnone\" width=\"420\"]<img class=\"wp-image-10984 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-3.png\" alt=\"Sample mobile web push notification\" width=\"420\" height=\"908\" \/> <em>Sample web push notification received on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10983\" align=\"alignnone\" width=\"402\"]<img class=\"wp-image-10983 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-4.png\" alt=\"Deep-linking to web inbox\" width=\"402\" height=\"868\" \/> <em>Web push notification deep-linking to web inbox on open (Android)<\/em>[\/caption]\r\n\r\n<h4>Which users can I target with web push notifications?<\/h4>\r\n<p>Now you\u2019ve seen what web push notifications look like, how effective are they really?<\/p>\r\n<p>Well, the first factor to consider here is reach\u2014most importantly, web push isn\u2019t supported on every browser (yet)!<\/p>\r\n<p>Notably, the big exception here is Safari on iOS, which means as of today you can\u2019t message to mobile users on an iOS device with browser push notifications, unless of course, they\u2019re using another browser such as Google Chrome.<\/p>\r\n<p>This is a biggie, but rumour has it this inequality will be addressed shortly by Apple. You can, of course, still use web push to message users of Safari on the desktop macOS.<\/p>\r\n<p>Here\u2019s a handy list of platforms\/browsers you can currently leverage web push notifications on as of today:<\/p>\r\n<ol>\r\n\t<li>Google Chrome<\/li>\r\n\t<li>Safari (macOS only)<\/li>\r\n\t<li>Microsoft Edge<\/li>\r\n\t<li>Firefox<\/li>\r\n<\/ol>\r\n<p>(For more information on browsers Iterable supports for web push, click <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115004760086-Web-Push-Overview-\" target=\"_blank\" rel=\"noopener noreferrer\">here.)<\/a><\/p>\r\n<p>That mix of browsers and platforms provides a good reach (albeit sans most iOS users), so unless your web clientele is <em>significantly<\/em> skewed towards only iOS mobile, then we can assume there\u2019s likely a good, valuable fit for web push in your business.<\/p>\r\n<p>The next consideration to make here is opt-in rates, as an argument, is usually made along the lines of, \u201cThis sounds great, but surely everyone will decline the opt-in when requested?\u201d<\/p>\r\n<p>Not quite so\u2014our experience suggests that the average opt-in rate is around 5-10%. This is nowhere near a typical app push opt-in rate of 30-40%, but given the traffic to your website may well be far higher than your app install volume, a 10% potential reach is certainly valuable.<\/p>\r\n<p>And, of course, the more you explain and justify the benefit of these notifications to your users before asking them, the better. In fact, <a href=\"https:\/\/www.mobiloud.com\/blog\/google-web-push-notification-permission-2020strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">moves are afoot in the browser industry<\/a> to punish publishers that simply hit their users with the hard opt-in message as soon as they arrive on the site.<\/p>\r\n<p>These publishers will likely have low opt-in rates well-below average and will shortly feel the wrath of Google Chrome (other browsers to follow) where their requests will be suppressed and far less visible.<\/p>\r\n<p>Keep reading, because this next section is essential to making these messages work for you.<\/p>\r\n<h4>How do I get users to opt-in to web push notifications?<\/h4>\r\n<p>Just like in the world of app push notifications, you should never\u2026ever\u2026EVER request these notifications by just <a href=\"https:\/\/developers.google.com\/web\/fundamentals\/push-notifications\/permission-ux\" target=\"_blank\" rel=\"noopener noreferrer\">showing users the system dialog (hard opt-in) on first page load<\/a>. People won\u2019t have used your site before, know whether they want to stick with you, or transact with you, let alone allow you to send an unknown quantity of messages to their device with an unknown purpose!<\/p>\r\n<p>Whilst this may seem the simplest way to introduce browser push into your marketing stack, it\u2019s also likely to deliver low opt-in rates and high-levels of annoyance amongst browsers.<\/p>\r\n<p>We recommend two steps before requesting opt-ins for web push:<\/p>\r\n<h5>Step 1: Create a soft opt-in<\/h5>\r\n<p>First, ensure you utilise a soft opt-in\u2014this is a little window (or in-line HTML) that appears before you show people the browser dialog opt-in box. The purpose of this is simple: educate and inform users as to why they should want to receive notifications from your brand.<\/p>\r\n\r\n[caption id=\"attachment_10982\" align=\"alignnone\" width=\"904\"]<img class=\"wp-image-10982 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-5.png\" alt=\"Soft opt-in on desktop\" width=\"904\" height=\"492\" \/> <em>Example of soft opt-in on desktop (macOS with Safari)<\/em>[\/caption]\r\n\r\n<p>Show them the value, and rather unsurprisingly, if they say yes to your soft opt-in, people then choose to opt-in when you give them the official browser prompt.<\/p>\r\n<p>The other benefit here is that if a user doesn\u2019t accept your soft opt-in, you can, of course, ask them again at a more favourable time (you can\u2019t do this is you\u2019ve used only the browser opt-in dialog).<\/p>\r\n<h5>Step 2: Identify the right moment to ask<\/h5>\r\n<p>Then, identify the magic moment, that time in the user journey where they\u2019re most likely to be ready to receive browser notifications from you.<\/p>\r\n<p>If, for instance, a user has just booked a flight you might want to show them your soft opt-in that says, \u201cWould you like to receive notifications if your flight is delayed?\u201d\u2014much more appealing and likely to solicit a positive response!<\/p>\r\n<h3>Desktop vs. Mobile Browser Push Notifications<\/h3>\r\n<p>As we\u2019ve discussed previously, Mobile iOS is a bit of a no-go zone for web push notifications for now, until Apple releases a new version of iOS and Safari Mobile that supports browser push.<\/p>\r\n<p>However, mobile push on Android is actually rather useful. Unlike its desktop companion, Android Chrome means users will see a notification even when you\u2019re not using the browser.<\/p>\r\n<p>In essence, it becomes a channel as valuable as SMS and app push, as users will see notifications at a time of your choosing. Mobile web notifications appear in the notification tray on mobile, just like a Whatsapp message, SMS or app push notification. You can even include action buttons (see below).<\/p>\r\n\r\n[caption id=\"attachment_10980\" align=\"alignnone\" width=\"294\"]<img class=\"wp-image-10980 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-6.png\" alt=\"Web push action buttons\" width=\"294\" height=\"602\" \/> <em>Web push action buttons on mobile (Android)<\/em>[\/caption]\r\n\r\n<p>On desktop, we get Safari back (yay!), and with macOS, you can even message whilst the browser isn\u2019t running (see below). Sadly on Windows, however, the browser process still has to be running to display a notification.<\/p>\r\n\r\n[caption id=\"attachment_10979\" align=\"alignnone\" width=\"904\"]<img class=\"wp-image-10979 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-7.png\" alt=\"Web push notification on desktop\" width=\"904\" height=\"492\" \/> <em>Example of web push notification on desktop (macOS with Safari)<\/em>[\/caption]\r\n\r\n<p>However, principally the message remains the same: small piece of text, an image and a hyperlink to wherever you want to take the user (see below).<\/p>\r\n\r\n[caption id=\"attachment_10978\" align=\"alignnone\" width=\"904\"]<a href=\"https:\/\/www.izooto.com\/blog\/native-chrome-push-notification\"><img class=\"wp-image-10978 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-8.png\" alt=\"Chrome web push notification on macOS\" width=\"904\" height=\"228\" \/><\/a> <em>Google Chrome web push on macOS. Source: <a href=\"https:\/\/www.izooto.com\/blog\/native-chrome-push-notification\" target=\"_blank\" rel=\"noopener noreferrer\">iZooto<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Key Do\u2019s and Don\u2019ts of Web Push Notifications<\/h3>\r\n<p>If you follow these rules, you\u2019ll definitely leverage enough value from web notifications to make them worthwhile:<\/p>\r\n<ol>\r\n\t<li>Avoid hitting a user on session 1 with the official (hard) browser opt-in dialog box.<\/li>\r\n\t<li>Always use soft opt-ins.<\/li>\r\n\t<li>Manage browser notifications as part of your multi-channel strategy alongside app push, email, SMS, app inbox, web interstitials and in-app messages.<\/li>\r\n\t<li>Use your <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-channel messaging platform<\/a> to derive the optimal \u201cmagic moment\u201d to prompt the user for opt-in, as this may well not be in the first session.<\/li>\r\n\t<li>A\/B test your soft opt-in imagery and copy to maximise your opt-in rates.<\/li>\r\n\t<li>Use sparingly\u2014browser notifications are relatively intrusive (particularly on mobile), so target and segment them accurately to make messaging highly relevant, and use personalisation wherever possible.<\/li>\r\n<\/ol>\r\n<h3>A Recap on Browser Push<\/h3>\r\n<p>In conclusion, if you have a messaging platform that supports browser notifications, and you don\u2019t have 90%+ of your web traffic coming just from mobile web devices running iOS, then you should be starting to incorporate this channel into your marketing mix.<\/p>\r\n<p>Browser push notifications are no longer new, untested, and unproven\u2014they have been around for years, and if you aren\u2019t using them, many of your competitors are currently or will be in the near future (<a href=\"https:\/\/www.mobiloud.com\/blog\/google-web-push-notification-permission-2020strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">8% of the largest 10,000 sites in the world are using them already<\/a>).<\/p>\r\n<p>Quite simply, when used correctly, they hold value. They aren\u2019t a silver bullet and using them alone a marketing strategy does not maketh, but using them alongside your other channels in a coherent and value-led campaign structure will deliver for you.<\/p>\r\n<p>Please don\u2019t hesitate to reach out to our team of experts at <a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsultMyApp<\/a>, as we\u2019d be delighted to have an open conversation and provide some impartial guidance, expertise and share some of our experience with you on this subject and across the digital marketing spectrum.<\/p>","post_title":"The Art of Web Push Notifications","post_excerpt":"Web push notifications are a useful tool for the modern-day marketer, as the experts at ConsultMyApp demonstrate why and how in this blog.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"art-web-push-notifications","to_ping":"","pinged":"","post_modified":"2020-11-23 09:05:55","post_modified_gmt":"2020-11-23 17:05:55","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10968","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/art-web-push-notifications\/"},{"ID":10851,"post_author":"43","post_date":"2020-09-22 22:28:11","post_date_gmt":"2020-09-23 05:28:11","post_content":"<p>Good things come in fives: Queer Eye\u2019s Fab Five; the Spice Girls; the Power Rangers. Next up on the list? The 5 steps to an effective growth marketing strategy.<\/p>\r\n<p>Executing an agile growth marketing strategy, built on a test and iterate philosophy, that also hits at the individual level can seem daunting\u2026or maybe even impossible. But fear not! Sam Larsen, Director of Growth at Mixpanel, and Garin Hobbs, Expert Personalization Strategist at Iterable, break it down into a tried-and-true framework that is structured, yet scalable. In this interactive webinar, you\u2019ll learn how to create a growth engine that is nimble and data-driven\u2014something that is especially important as we\u2019re all called to be attuned to each and every consumer need.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 5 principles of a scalable growth marketing engine<\/li>\r\n\t<li>What types of data and cues from your audience you should be leaning into<\/li>\r\n\t<li>How to supercharge your efforts with analytics and insights<\/li>\r\n<\/ul>","post_title":"5 Steps to an Effective Growth Marketing Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-steps-to-an-effective-growth-marketing-strategy","to_ping":"","pinged":"","post_modified":"2020-10-07 14:08:40","post_modified_gmt":"2020-10-07 21:08:40","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=10851","menu_order":10,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/5-steps-to-an-effective-growth-marketing-strategy\/"},{"ID":10956,"post_author":"7","post_date":"2020-09-22 09:23:51","post_date_gmt":"2020-09-22 16:23:51","post_content":"<p><em><a href=\"https:\/\/www.inboxarmy.com\/?utm_source=Iterable&amp;utm_medium=blog&amp;utm_campaign=holiday_article\" target=\"_blank\" rel=\"noopener noreferrer\">InboxArmy<\/a>, headquartered in Texas, is a full-service email marketing agency that works with brands of all sizes to deliver best-in-class quality service, production, and support.<\/em><\/p>\r\n<p><em>Read their guest contribution to the Iterable blog to learn eight tactics to prepare for the 2020 holiday season.<\/em><\/p>\r\n<p>The 2020 holiday season might well be the most challenging year since the economic collapse of 2008\u2014or ever.<\/p>\r\n<p>The pandemic and its resulting economic disruptions are obvious hurdles, but marketers will face some unique unknowns heading into the holiday marketing season:<\/p>\r\n<ul>\r\n\t<li>People will buy, but consumers are divided in how, when and how much they will buy.<\/li>\r\n\t<li>Unexpected supply chain disruptions could force brands into last-minute scrambles on one end of the spectrum, while predicted shipping bottlenecks could keep purchases from reaching buyers\u2019 doorsteps in time.<\/li>\r\n\t<li>Creating a coherent marketing strategy is harder when some parts of the world are still suffering the full effects of the pandemic and its economic and social upheavals while others have recovered.<\/li>\r\n<\/ul>\r\n<p>These are big unknowns, but they\u2019re no reason to feel doom and gloom about your holiday 2020 planning. Knowing where uncertainties are means you can anticipate them in your marketing plans and be ready to switch gears as needed.<\/p>\r\n<h3>6 Goals for Successful Holiday 2020 Marketing\u00a0<\/h3>\r\n<p>Rethinking your messaging plans will be vital to connect with customers and give them reasons to continue engaging with your brands and marketing programs. These six broad goals will help you focus your attention on where your customers are this year.<\/p>\r\n<p>Keep reading to see tactics that can help you achieve these goals.<\/p>\r\n<ol>\r\n\t<li>Use all the communication channels in your marketing mix to keep tabs on consumer behavior and recognize when conditions are signaling the need to change lanes.<\/li>\r\n\t<li>Find new ways to break through more inbox clutter than usual.<\/li>\r\n\t<li>Create messages with irresistible promotions and capitalize on loyalty to demonstrate value.<\/li>\r\n\t<li>Work harder to gain consumer trust for in-store shopping.<\/li>\r\n\t<li>Give customers more choices for buying, paying for and receiving merchandise.<\/li>\r\n\t<li>Above all, reassure customers that you understand the many ways our world has changed this year and that you are there to support them and help them have the best holiday possible.<\/li>\r\n<\/ol>\r\n<h3>What You Can\u2019t Do This Year: Copy 2019's Holiday Playbook<\/h3>\r\n<p>These trends make holiday 2020 planning more complex than ever:<\/p>\r\n<p><strong>Consumer sentiment is slowly turning more optimistic in areas where COVID-19 rates have stabilized and more jobs return to the economy<\/strong>. However, economists are warning that <a href=\"https:\/\/www.reuters.com\/article\/us-health-coronavirus-consumer-pricing-i\/coffee-ketchup-and-nike-air-max-its-the-covid-consumer-economy-idUSKBN25S4SB\" target=\"_blank\" rel=\"noopener noreferrer\">increases in discretionary spending and more positive outlooks that surfaced this summer could reverse<\/a> as unemployment benefits and foreclosure and eviction moratoriums end or the virus resurges.<\/p>\r\n<p><strong>The shift to e-commerce this year is real but receding slightly as customers return to in-store shopping<\/strong>. eMarketer predicted in September that <a href=\"https:\/\/www.emarketer.com\/content\/us-ecommerce-sales-grew-by-nearly-third-q2\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce will grow 14.5% from 2019 to 2020<\/a>, up from 11% from 2019 to 2020 but scaled back from an 18% increase predicted in May. Also, a PYMNTS\/PayPal study found <a href=\"https:\/\/www.pymnts.com\/study\/the-how-we-shop-report-september-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">40% of consumers say they have permanently shifted to e-commerce<\/a>.<\/p>\r\n<p>At the same time, Coresight research finds the percentage of <a href=\"https:\/\/coresight.com\/research\/us-survey-update-consumers-continue-to-return-to-shopping-centers-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. consumers avoiding shopping centers fell from 66% in July to 57% in September<\/a> while consumers are <a href=\"https:\/\/coresight.com\/research\/us-survey-update-consumers-continue-to-return-to-shopping-centers-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">tentatively opening their wallets on discretionary spending like apparel<\/a>.<\/p>\r\n<p><strong>Black Friday might fizzle this year<\/strong>. A delayed Amazon Prime Day (from July to possibly early October) and the expansion of <a href=\"https:\/\/go.forrester.com\/blogs\/what-to-expect-on-singles-day-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alibaba\u2019s Singles Day<\/a> (Nov. 11) beyond China could pull even more holiday shopping money away from Black Friday and Cyber Monday.<\/p>\r\n<p>Singles Day, the world\u2019s biggest one-day sales event, took in $38 billion in 2019, compared to an estimated $8 billion for Amazon, but many brands start counter-promoting for each event several weeks ahead. Coresight predicts <a href=\"https:\/\/coresight.com\/research\/three-things-you-need-to-know-amazon-prime-day-2020-expected-october-timing-to-draw-forward-holiday-spending\/?relatedposts=related_posts\" target=\"_blank\" rel=\"noopener noreferrer\">48% of U.S. consumers will shop on Prime Day<\/a>, spending about $8 billion, up from an estimated $6 billion in 2019.<\/p>\r\n<p><strong>Consumers might be warming up to in-store shopping, but they expect stores to keep them safe<\/strong>. Black Friday\u2019s \u201cdoorbusters\u201d atmosphere might not resonate with the majority of consumers who still hesitate at spending time in crowded stores.<\/p>\r\n<p>\u201cConsumers are actively looking for use of masks and physical barriers when deciding where to shop in-store, and the importance of this visible safety sign has increased since our first measure in May,\u201d a <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey survey reports<\/a>. Also, <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/5-fundamentals-holidays?utm_source=PublicationEmail_MarketingDive&amp;utm_medium=email&amp;utm_campaign=2020_AMER_PLS_Holiday_eBook\" target=\"_blank\" rel=\"noopener noreferrer\">buying online but picking up in the store or at curbside grew 195%<\/a> from January to June.<\/p>\r\n<h3>8 Tactics for Holiday Marketing in 2020<\/h3>\r\n<p>1. <strong>Update segmentation and personas<\/strong>. We\u2019ve seen advice that claims your pre-pandemic data is out of date. That\u2019s a little drastic. You don\u2019t have to throw out everything you know about your customers. But you should track pre- and post-pandemic data to discover new buying patterns, preferences and interests and update your knowledge base.<\/p>\r\n<p>2. <strong>Lean on loyalty and brand value<\/strong>. Do more to promote the benefits of your loyalty programs to increase sign-ups. Use your loyalty data to drive segmentation and message targeting. Bump up customers who are close to achieving a new tier. Offer members special VIP benefits, and promote them in your broadcast emails so nonmembers see what they\u2019re missing.<\/p>\r\n<p>If you don\u2019t offer a loyalty program, continually remind customers about the value of doing business with your brand, as <a href=\"https:\/\/iterable.com\/customers\/case-study\/fabfitfun\" target=\"_blank\" rel=\"noopener noreferrer\">FabFitFun<\/a> does in this email.<\/p>\r\n\r\n[caption id=\"attachment_10959\" align=\"alignnone\" width=\"742\"]<img class=\"wp-image-10959 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-1-FabFitFun.png\" alt=\"FabFitFun Member Perks email\" width=\"742\" height=\"2854\" \/> <em>FabFitFun uses email to keep subscribers engaged by focusing on memberships perks, especially on benefits they might not realize they have.\u00a0 Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>4. <strong>Highlight your efforts to support your local communities<\/strong>. Many brands use holiday emails to promote contributions or other ways to support their company charities. This year the stakes might well be higher.<\/p>\r\n<p>Many consumers have said their opinions about brands can be affected by their support for their communities, customers and workers during the COVID-19 pandemic. Let your customers know what your company is doing to show its support and give customers the opportunity to participate in a meaningful way.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/webinars\/how-lovepop-pushes-the-envelope-with-advanced-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lovepop<\/a> created a unique card collection to benefit equipment for healthcare workers in 2020. The company creates credibility and avoids virtue signaling by not adding its brand or product images to the photos in the email.<\/p>\r\n\r\n[caption id=\"attachment_10964\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-10964 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-2-Lovepop.png\" alt=\"Lovepop COVID-19 email\" width=\"936\" height=\"3624\" \/> <em>This Lovepop email is clear about what customers need to do to participate\u2014what to buy, how to contribute, where the money goes\u2014and expands its appeal by including customers\u2019 social media images of frontline workers. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>5. <strong>Strive for new ways to demonstrate value besides discounts<\/strong>. Create message streams for new segments, and vary discounts and offers based on customer history, past purchases, browse behavior and other signals.<\/p>\r\n\r\n[caption id=\"attachment_10963\" align=\"alignnone\" width=\"936\"]<img class=\"size-full wp-image-10963\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-3-Boll-Branch.png\" alt=\"Boll &amp; Branch holiday email\" width=\"936\" height=\"1560\" \/> <em><a href=\"https:\/\/www.bollandbranch.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Boll &amp; Branch<\/a>\u2019s gift guide using the popular \u201c12 Days of Christmas\u201d email stream, can be adapted to create VIP-only, limited-run email series for loyalty members, high-value purchasers, first-purchasers and others. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>6. <strong>Prepare customers for changes<\/strong> in in-store or online shopping, ordering and delivery by including information in every message or devoting stand-alone messages that promote services like in-store or curbside pickup, contactless payment and other services.<\/p>\r\n<p>Although you might have sent emails with this information when your locations were in the process of reopening, remind customers now, especially if you have stores in multiple locations with differing quarantine rules.<br \/>\r\n<br \/>\r\n<a href=\"https:\/\/www.acnestudios.com\/us\/en\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Acne Studios<\/a> used a stand-alone email to explain how its curbside pickup works and what customers could expect from new store conditions.<\/p>\r\n\r\n[caption id=\"attachment_10962\" align=\"alignnone\" width=\"784\"]<img class=\"wp-image-10962 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-4-Acne-Studios.png\" alt=\"Acne Studios curbside pickup email\" width=\"784\" height=\"2330\" \/> <em>Acne Studios used a stand-alone email to explain how its curbside pickup works and what customers could expect from new store conditions. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>7. <strong>Expect the unexpected<\/strong> by using real-time data and other factors that updates content based on location, promo deadlines or merchandise availability. You can create one message with regional variations or update content fast if something changes at the last minute (merchandise sells out or is unavailable, stores open or close unexpectedly, and more.<\/p>\r\n<p>This can reduce customer frustration and disappoint\u2014a key strategy all year long and super-important during the holidays.<\/p>\r\n\r\n[caption id=\"attachment_10961\" align=\"alignnone\" width=\"684\"]<img class=\"wp-image-10961 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-5-Torrid.png\" alt=\"Torrid's &quot;Today's Deal&quot;\" width=\"684\" height=\"522\" \/> <em>This excerpt from a Torrid email uses dynamic content to swap out an expired promo with a default offer. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>8. <strong>Show your customers you\u2019re in their corner<\/strong>. Break up your usual promotional stream with messages of support like the <a href=\"https:\/\/www.orvis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Orvis<\/a> email below. Add gift guides with merchandise at a wide range of price points to appeal to both cash-strapped customers and those without those restraints.<\/p>\r\n\r\n[caption id=\"attachment_10960\" align=\"alignnone\" width=\"662\"]<img class=\"wp-image-10960 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-6-Orvis.png\" alt=\"Orvis &quot;Moment of Chill&quot; email\" width=\"662\" height=\"1268\" \/> <em>Orvis sent this email at the outset of the pandemic. The circumstances are different but the message is easily repurposed to give customers a moment of respite in what could be a fraught holiday season. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>Want to know exactly the steps you need to take to tackle holiday 2020 planning? See below for InboxArmy's pre-send assessment checklist.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-10958\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092320_Holiday-Marketing_Checklist.png\" alt=\"Holiday Marketing Pre-Send Assessment Checklist\" width=\"600\" height=\"875\" \/><\/p>\r\n<h3>Conclusion: Give Customers a Reason to Believe<\/h3>\r\n<p>Although it hasn\u2019t garnered the same media attention as the shift to digital or changes in spending habits, consumers\u2019 interest in doing business with brands whose values reflect their own has grown during the pandemic.<\/p>\r\n<p>An August survey by the <a href=\"https:\/\/www.pwc.com\/us\/en\/library\/covid-19\/building-trust-ESG-commitments.html\" target=\"_blank\" rel=\"noopener noreferrer\">Edelman Trust Barometer<\/a>, which measures consumer trust and expectations in brands, found 65% agreed with the statement, <em>\u201cHow well a brand responds to this crisis will have a huge impact on my likelihood to buy that brand in the future.\u201d<\/em><\/p>\r\n<p>All this means much more is riding on your holiday marketing program than ever before. Knowing what\u2019s to come and that you will need more flexibility and a stronger communication of your values and concern for your customers will help you make decisions that will benefit your customers as well as your brand and position you for reaping growth when full recovery comes.<\/p>","post_title":"Marketing for the Unexpected in Holiday 2020","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-unexpected-holiday-2020","to_ping":"","pinged":"","post_modified":"2020-09-22 12:53:27","post_modified_gmt":"2020-09-22 19:53:27","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/"},{"ID":10825,"post_author":"10","post_date":"2020-09-17 08:21:13","post_date_gmt":"2020-09-17 15:21:13","post_content":"<p>Here\u2019s a fun fact: the concept and practice of segmentation was introduced way back in the 1950s. As the creator himself, professor Wendell Smith, put it:<\/p>\r\n<blockquote>\r\n<p><em>\"[In lieu of mass markets], attention to smaller or fringe market segments, which may have small potentials individually but are of crucial importance in the aggregate can yield greater consumer satisfaction, continued profitability, and a more secure market position.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>It\u2019s hard to imagine where we as marketers would be without old Wendell there. And yet here we are\u201470 years later\u2014still championing the importance of segmentation as one of the most important personalization tactics we call upon.<\/p>\r\n<h3>Digital Strokes for Digital Folks<\/h3>\r\n<p>Though the original premise of segmentation as it was devised still rings true, the strategies we use to execute in our day-to-day have significant room for growth. Thanks to modern technology, consumer choice reigns supreme and marketers are tasked with pushing the boundaries of their brands' experiences.<\/p>\r\n<p>Thankfully, this tech-driven shift has also armed B2C marketers with more than enough data to create highly specific customer segments. Customers want us to use their data for good and show them that, yes, it was indeed worth handing over their personal information in exchange for something worthy of their time.<\/p>\r\n<p>And that entire process all starts with segmentation.<\/p>\r\n<p>Because in today\u2019s digital-first world, it takes much more than simply knowing a customer\u2019s age, gender and occupation to uncover their true motivations behind their engagements and transactions.<\/p>\r\n<h3>Guiding You on the Path to Personalization<\/h3>\r\n<p>Last month, we introduced you to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">\"Core 4\" pillars of personalization<\/a>:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\n<p>And yesterday, we unveiled our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> so you can see how you score on each of those pillars to better assess your current marketing strategy and how to level up.<\/p>\r\n<p>But wait\u2014there's more! Each month this fall, we're diving deep into one of these pillars, providing several valuable resources to boost your knowledge and improve your skills\u2014including foundational playbooks, insights from marketing experts and video tutorials of how to achieve advanced personalization using the Iterable platform.<\/p>\r\n<p>In September, we're kicking things off with our first pillar: <strong>User Segmentation<\/strong>.<\/p>\r\n<h3>Introducing Our Personalization Playbook on User Segmentation<\/h3>\r\n<p>Inside our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a>, we expose the flaws of over-reliance on traditional segmentation strategies and present a four-step framework for building the perfect audience for every campaign.<\/p>\r\n<p>We not only highlight real-life examples and applications from innovative brands, but we also offer an interactive self-assessment for marketers to document the strategic details of their company's segmentation approach.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and keep reading for a sneak peek at what's in store!<\/p>\r\n<h4>The 4 Steps You Need to Build Your Perfect Audience<\/h4>\r\n<p>To build your perfect audience, marketers can use a process called the <a href=\"https:\/\/smile.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2&amp;sa-no-redirect=1\" target=\"_blank\" rel=\"noopener noreferrer\">4 Disciplines of Execution framework (4DX)<\/a>, developed by the leading consulting and training group behind <em>The 7 Habits of Highly Effective People<\/em>.<\/p>\r\n<p>The intent of 4DX to take strategic objectives like segmentation and turn them into an actionable how-to plan.<\/p>\r\n<p>As applied to segmentation, the four steps are:<\/p>\r\n<ol>\r\n\t<li>Reflect and visual your ideal audience<\/li>\r\n\t<li>Select your data points<\/li>\r\n\t<li>Build and send a test campaign<\/li>\r\n\t<li>Report progress weekly<\/li>\r\n<\/ol>\r\n<p>Let\u2019s break down each of the steps, one by one.<\/p>\r\n<h5>Step #1: 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, <strong>reflect and visualize what your ideal audience looks like.<\/strong><\/p>\r\n<p>But here\u2019s the caveat: Just choose one.<\/p>\r\n<p>Why? Because the first discipline of 4DX is to <strong>focus on one or two goals<\/strong>. Otherwise, you\u2019ll get caught up in accomplishing everyday tasks, which <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&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 noreferrer\">FranklinCovey refers to as \u201cthe whirlwind.\u201d<\/a><\/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.<\/p>\r\n<p>You can remind yourself who this type of customer is by asking your team and organization members, referencing previous company goals and strategy documents, <a href=\"https:\/\/www.digitalmarketer.com\/blog\/customer-avatar-worksheet\/\" target=\"_blank\" rel=\"noopener noreferrer\">doing a customer avatar exercise<\/a>, or <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">conducting a survey<\/a>.<\/p>\r\n<p>Once you have a good grasp on who that ideal customer is, now we can focus on the following question:<\/p>\r\n<blockquote>\r\n<p><em><strong>What is your team currently doing with segmentation that gets you closer to your ideal customer?<\/strong><\/em><\/p>\r\n<\/blockquote>\r\n<p>So before you try segmenting your entire database, always ask yourself the ideal audience you\u2019re trying to attract.<\/p>\r\n<p><em>That\u2019s just a preview of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">what\u2019s inside the full playbook<\/a>! Learn the details behind the other three steps of the framework <\/em><em>and see how Iterable customers have incorporated these concepts as part of their own compelling segmentation strategies.<\/em><\/p>\r\n<h3>User Segmentation, Brought to You By Iterable<\/h3>\r\n<p>When it comes to sophisticated segmentation, marketers love using the Iterable platform for its ability to tap into stack-wide data when designing user segments.<\/p>\r\n<p>Engagement interactions aren\u2019t isolated to messaging channels alone\u2014extracting valuable nuggets of detail and nuance from websites, apps and social pages, and applying them to your segmentation logic really hones in on the true experiences of unique customers.<\/p>\r\n<p>It's through this kind of capability where marketers transcend past target audiences and start reaching exact individuals. This is how marketers achieve step one of the 4DX framework.<\/p>\r\n<p>Marketers now <em>know<\/em> who their ideal customers are after combing through their various data\u2014applying it with Iterable's real-time segmentation logic responds to each individual at the opportune moment.\u00a0<\/p>\r\n<p>Sounds great, right? Well, it\u00a0<em>looks<\/em> even better. In the video below, solutions consultant Niki Simonutti demonstrates how marketers using Iterable to connect with millions of their ideal customers.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/Cz8Htjf1Ktg[\/embed]<\/p>\r\n<p>Segmentation sets the stage for transformative marketing experiences to seamlessly unfold. It's the first of four critical pillars of the personalization process and one that reaps big rewards when further refined as part of an all-encompassing marketing strategy.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and set the wheels in motion for a reimagined customer experience.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\"><img class=\"alignnone size-full wp-image-10924\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x192.png\" alt=\"Our Playbook to Modern User Segmentation: Get the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"How to Build Your Perfect Audience With User Segmentation","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"build-perfect-audience-user-segmentation","to_ping":"","pinged":"","post_modified":"2020-09-17 08:21:13","post_modified_gmt":"2020-09-17 15:21:13","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10825","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/"},{"ID":10882,"post_author":"35","post_date":"2020-09-16 13:54:56","post_date_gmt":"2020-09-16 20:54:56","post_content":"<p>Gut checks are good. They keep you grounded and help you level set to ensure you aren\u2019t going off track. For marketers, the gut check is crucial to understanding if your campaigns are achieving what you intended for them to achieve.\u00a0<\/p>\r\n<p>And for the <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/#39fa44f62a94\" target=\"_blank\" rel=\"noopener noreferrer\">majority of marketers today<\/a>, the top priority is personalization\u2014connecting with the customer at an individual level to create a memorable experience worth revisiting over and over again. Sometimes, though, life (and data and resources and countless other things) can get in the way.<\/p>\r\n<p>As the holiday season approaches, it\u2019s the perfect time to conduct a personalization gut check, and we\u2019ve got you covered. The whole team at Iterable is excited to introduce to you a valuable new tool: our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>.<\/p>\r\n<p>By taking a quick quiz and sharing your contact information to receive your scorecard, you will be able to better understand where you stand with regard to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">core pillars of personalization<\/a>. Your results will allow you to better assess your current personalization strategies and identify opportunities for growth.<\/p>\r\n<p>Here\u2019s a bit more about what you can expect.<\/p>\r\n<h3>About the Personalization Maturity Model<\/h3>\r\n<p>As mentioned, the model is based upon the four core pillars of personalization:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\n<p>These four pillars are integral to understanding how to maximize your data and resources for enhanced personalization.\u00a0<\/p>\r\n<p>Through our experience working with hundreds of industry-leading brands, we have found that personalized campaigns typically fall within three levels: Reactive Personalization, Proactive Personalization, and Individualization.\u00a0<\/p>\r\n<p>Keep reading for a brief description of each of these levels so you can start anticipating where your marketing strategies might sit today.<\/p>\r\n\r\n[caption id=\"attachment_10886\" align=\"alignnone\" width=\"1024\"]<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\"><img class=\"wp-image-10886 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Personalization-Maturity-Chart-Scorecard-Landing-Page-Graphic.png\" alt=\"Personality Maturity Model Scorecard\" width=\"1024\" height=\"953\" \/><\/a> <em>Click the image to see how you score!<\/em>[\/caption]\r\n\r\n<h4>Level 1: Reactive Personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive Personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h3>See How You Score<\/h3>\r\n<p>So what are you waiting for? Your gut knows it\u2019s always a good time to assess where you are and where you\u2019re headed, especially when it comes to personalization.<\/p>\r\n<p>Whether you\u2019re just getting started at Level 1 or leading the charge in Level 3, our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> can help show you where there\u2019s room for improvement, so you can take the next step.<\/p>\r\n<p>\u00a0<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\"><img class=\"alignnone wp-image-10902 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_620X240-CTA-BANNER-1.png\" alt=\"Personalization Maturity Model: Take the Quiz\" width=\"2584\" height=\"1001\" \/><\/a><\/p>","post_title":"Introducing the Personalization Maturity Model","post_excerpt":"We are excited to introduce to you the personalization Maturity Model, a framework for understanding where your personalizations efforts are strongest. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-personalization-maturity-model","to_ping":"","pinged":"","post_modified":"2021-01-29 10:52:19","post_modified_gmt":"2021-01-29 18:52:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10882","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/"},{"ID":11417,"post_author":"38","post_date":"2020-09-10 12:17:15","post_date_gmt":"2020-09-10 19:17:15","post_content":"<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11420\" align=\"alignnone\" width=\"1200\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Top-10-Mobile-Marketing-Resources-Infographic.pdf\"><img class=\"wp-image-11420 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Top-10-Mobile-Marketing-Resources-Infographic-1.png\" alt=\"\" width=\"1200\" height=\"5733\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]","post_title":"The Top 10 Mobile Marketing Resources [Infographic]","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-top-10-mobile-marketing-resources-infographic","to_ping":"","pinged":"","post_modified":"2020-11-10 12:22:22","post_modified_gmt":"2020-11-10 20:22:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=11417","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"0"}],"term_slugs":["infographic"],"term_names":["Infographic"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/the-top-10-mobile-marketing-resources-infographic\/"},{"ID":10827,"post_author":"70","post_date":"2020-09-10 10:15:42","post_date_gmt":"2020-09-10 17:15:42","post_content":"<p>Pre-planning for the holiday shopping season is not new, but this year, so much remains uncertain and it seems like the stakes have never been higher.<\/p>\r\n<p>To achieve your vision of sugarplums and record-breaking sales, we wanted to use the popular story of Goldilocks as an allegory of how to tackle a common challenge for marketers during the holidays: how to grab customer attention and incentivize their purchases.<\/p>\r\n<p>(\"Bear\" with us\u2014this will all make sense, we promise!)<\/p>\r\n<h3>You Can Learn a Lot From a Classic<\/h3>\r\n<p>You're likely already familiar with the fairytale of Goldilocks and the Three Bears, but just in case, here's a quick summary: A presumptuous little girl is wandering in the forest and breaks into a house owned by a family of bears. She eats their porridge until she finds the bowl that's \"just right,\" makes herself comfortable on all their furniture, then gets caught sleeping in their bed and runs away.\u00a0<\/p>\r\n<p>Fairytales were initially crafted to teach kids moral life lessons, but marketers can also learn a lot from the Goldilocks fable if they re-interpret it. Rather than see it as a violation of hospitality, what if we wanted to convince Goldilocks to come inside?<\/p>\r\n<p>Try looking at it from the perspective of the customer journey:<\/p>\r\n<blockquote>\r\n<p><em>You see, Goldilocks is a customer. She\u2019s opinionated, jumps at the opportunity for a freebie, and is quality-conscious. The house of the Three Bears is a brand\u2019s multi-channel presence. Each touchpoint\u2014from the door to the bed\u2014is an interaction between brand and customer.<\/em><\/p>\r\n<p><em>To grab Goldilocks' attention, make her feel comfortable, and want to come back, the Three Bears (the marketing team) need to craft a seamless customer journey that's \"just right.\" They need to make each interaction matter by crafting messaging that serves value, is personalized and nuanced, encourages loyalty, and establishes trust.<\/em><\/p>\r\n<\/blockquote>\r\n<p>As we approach the holiday shopping season, it's important that brands get strategic about their holiday marketing to get ahead. After all, even ignoring the dramatic rise of <a href=\"https:\/\/www.digitalcommerce360.com\/article\/coronavirus-impact-online-retail\/\" target=\"_blank\" rel=\"noopener noreferrer\">pandemic-driven e-commerce<\/a>, Goldilocks has plenty of houses (brands, in our case) to choose from.<\/p>\r\n<p>In fact, her entire forest path is lined with ads, arrows, and deals. Her phone is blowing up with push notifications and door-busting social media deals. How can you capture Goldilocks' attention and lead her to your house in a saturated market? And how can you make her stay?\u00a0<\/p>\r\n<p>In this second installment of our three-part <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday shopping series<\/a>, we explore an issue that's plaguing every brand in the market: consumer attention scarcity.<\/p>\r\n<h3>Once Upon a Time: Grab Goldilocks' Attention<\/h3>\r\n<p>In the Three Bears' house, Goldilocks is on the prowl for the \"perfect\" bowl of porridge. She tried three bowls before settling on one: the first is too hot, the second too cold, and the third \u201cjust right.\u201d What can marketers learn from this?<\/p>\r\n<p>Choices matter.<\/p>\r\n<h4>Lead Goldilocks to the porridge<\/h4>\r\n<p>\"<a href=\"https:\/\/www.mycustomer.com\/community\/blogs\/colin-shaw\/leading-your-customer-to-the-right-choice\">Choice Architecture<\/a>\" describes how the presentation of information affects people's decision making. Framing is the tone and themes you employ to present options. How you frame choices to customers changes their decisions.<\/p>\r\n<p>For example, if you want customers to buy your products or sign up for your services, you should frame a bonus, discount, or reward around the offer for those who follow through. \u00a0You have given them a choice and framed it as a bonus if they agree to it.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10838\" align=\"alignnone\" width=\"1842\"]<img class=\"size-full wp-image-10838\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-09-at-2.43.01-PM.png\" alt=\"Breo Box subscription plans\" width=\"1842\" height=\"1128\" \/> <em>For subscription services like <a href=\"https:\/\/www.breobox.com\/pages\/subscribe\" target=\"_blank\" rel=\"noopener noreferrer\">Breo Box<\/a>, customers have the choice of a seasonal or annual plan. This great example of framing encourages loyalty and maximizes lifetime value.<\/em>[\/caption]\r\n\r\n<p>Choice architecture is crucial in all aspects of a business model, but what does it mean specifically for your holiday shopping experience?<\/p>\r\n<p>Marketers can also use choice to strategically remove friction, upsell and cross-sell to increase average order value, or even gamify the decision-making process altogether, as seen in Forever 21's Black Friday promotion below.<\/p>\r\n\r\n[caption id=\"attachment_10830\" align=\"alignnone\" width=\"587\"]<img class=\"wp-image-10830 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Forever-21-black-friday-email-examples-587x1024.jpg\" alt=\"\" width=\"587\" height=\"1024\" \/> <em>Forever 21's Black Friday scratch-off deal makes holiday shopping feel like winning the lottery.<\/em>[\/caption]\r\n\r\n<h4>What made the porridge \"just right?\"<\/h4>\r\n<p>A foundation of consumer marketing is the pliable nature of our decision-making process. When faced with a choice, we\u2019re expected to be rational shoppers who will study our options and make a decision based on the information available.<\/p>\r\n<p>Have you ever noticed that when buying software, you\u2019re often given Basic, Middle, and Premium package options? You probably assumed that the company would prefer you buy the Premium package. They likely do, of course, but more importantly, they\u2019re priming you for Middle.<br \/>\r\n<br \/>\r\nThis anchoring method is incredibly effective, and research shows that the vast majority of customers will go for the \u201cmiddle\u201d option. Why? It plays on a natural impulse: <a href=\"https:\/\/www.anderson.ucla.edu\/faculty-and-research\/anderson-review\/extremeness-aversion\" target=\"_blank\" rel=\"noopener noreferrer\">our desire to avoid extremes<\/a>. The middle option is the best of both worlds\u2014quality, and affordability. Not too hot; not too cold. It's a perfect choice.<br \/>\r\n<br \/>\r\nIn crafting your holiday messaging, take heed to provide customers with options to ensure business. Marketers who can clarify the choice set with clear information may be in a position to sway consumer behavior past any habit to avoid an extreme.<\/p>\r\n<p>Take this Black Friday email from Hush Puppies, a popular casual footwear brand. We often see selections for both men and women in apparel messaging, but Hush Puppies takes choice one step further by appealing to two women's personality types: \"Festive and flashy\" and \"Cute and comfy.\"<\/p>\r\n\r\n[caption id=\"attachment_10839\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-10839 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Hush-Puppies.png\" alt=\"Hush Puppies Black Friday email\" width=\"680\" height=\"4199\" \/> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/must-haves-for-the-holidays-plus-theyre-on-sale\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Holiday promotions are usually less personalized than <a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle campaigns<\/a> because they're reaching a much larger audience (<a href=\"https:\/\/iterable.com\/blog\/5-cool-personalization-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">but they certainly don't have to be!<\/a>), but this simple framing allows customers to choose the products that suit not just their needs, but their personal identities.<\/p>\r\n<p>You know your customers best, and the holidays are an excellent opportunity to prove it with messaging that is \"just right\" for them.<\/p>\r\n<h4>Goldilocks' choices in the pandemic<\/h4>\r\n<p>During a time of complete uncertainty, choice makes us feel empowered, so presenting variety builds consumer confidence and drives purchases in the first place. When given a few options, our natural impulse is to choose one of them, instead of walking away and not choosing at all.<\/p>\r\n<p>The choices Goldilocks would make in a pandemic are based on the same factors customers appreciate right now: <a href=\"https:\/\/www.fastcompany.com\/90547627\/how-covid-19-created-a-new-kind-of-consumer-in-just-90-days\" target=\"_blank\" rel=\"noopener noreferrer\">\"health and safety [...] flexibility and control, time savings and overall convenience.\"<\/a><\/p>\r\n<p>In crafting your messaging this holiday season, ensure you're providing your customers with a variety of shopping options, whether it's through shipping, same-day delivery, curbside pickup, or Buy Online, Pickup in Store (BOPIS). With each choice, emphasize the ease of ordering, safety, speed and efficiency.<\/p>\r\n<p>Retailers can lean on the flexibility of other industries to deliver that \"just right\" message, such as food and beverage. Take a look, for instance, at how Taco Bell offers choice in ordering.<\/p>\r\n\r\n[caption id=\"attachment_10840\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-10840 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Taco-Bell.png\" alt=\"Taco Bell delivery email\" width=\"680\" height=\"4423\" \/> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/games-on-groups-here-tacos-delivered-\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Now, Taco Bell customers can satisfy their cravings in multiple ways, through delivery with Grubhub or by ordering ahead on the app and picking up at their nearest location.<\/p>\r\n<p>Consumer behavior is ever-changing during the pandemic, so cover all your bases with multiple ways to make that sale. Regardless of the choice that Goldilocks makes, you'll be there to meet her needs.<\/p>\r\n<h3>Goldilocks and Your Holiday Marketing<\/h3>\r\n<p>The fable of Goldilocks and The Three Bears can teach us a lot about brand marketing\u2014especially during a pandemic. The key to ensuring your business succeeds this holiday season? Lean on choice architecture to meet your customers exactly where they are.<\/p>\r\n<p>Make your Goldilocks right at home by providing a flexible, comfortable and effortless experience\u2014one that has her posting a rave review on Yelp about that incredible-tasting porridge and one-of-a-kind nap.<\/p>\r\n<p><em>Need a modern growth marketing platform that's \"just right\" for your organization? <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> and learn why leading brands trust Iterable to power their holiday campaigns.<\/em><\/p>","post_title":"What Goldilocks Has to Do With Holiday Marketing","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"goldilocks-holiday-marketing","to_ping":"","pinged":"","post_modified":"2020-09-10 10:15:42","post_modified_gmt":"2020-09-10 17:15:42","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10827","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/goldilocks-holiday-marketing\/"},{"ID":10803,"post_author":"70","post_date":"2020-09-03 10:29:46","post_date_gmt":"2020-09-03 17:29:46","post_content":"<p>The unknowns of this year\u2019s holiday shopping season are plenty. But while the pandemic has stopped expected retail operations in its tracks, we do know that consumers will be spending for the holidays, no matter what.<\/p>\r\n<p>The solution to succeed in this uncertainty isn\u2019t forecasting product popularity, it\u2019s preparing. If you understand the roadblocks in your way, you can plan effectively, so your brand can approach the holiday season predisposed to perform.<br \/>\r\n<br \/>\r\nIn this three-part blog series, we\u2019ll be addressing common roadblocks to expect as you prepare for a Q4 like never before.<\/p>\r\n<p>First on the list? Product scarcity.<\/p>\r\n<h3>Product Scarcity: When FOMO Gets Real<\/h3>\r\n<p>Hurry, supplies are limited!<br \/>\r\n<br \/>\r\nIt\u2019s human nature. When we\u2019re told we can\u2019t have something, our must-buy-now determination gets stronger.<\/p>\r\n<p>The fear of missing out (FOMO) has been used as a marketing tactic for years: <a href=\"https:\/\/business.time.com\/2011\/10\/27\/mcrib-fanatics-and-the-amazing-power-of-limited-availability\/\">McDonald\u2019s has teased customers with the McRib for limited engagements since the early 1980s<\/a> and out-of-production products, like <a href=\"https:\/\/www.nbcnewyork.com\/news\/local\/ny-crystal-pepsi-returns-1990s-nostalgia-clear-soda-pop\/1213160\/\" target=\"_blank\" rel=\"noopener noreferrer\">Crystal Pepsi, have skyrocketed online<\/a>, with bottles selling for hundreds of dollars on eBay.<\/p>\r\n<p>Of course, savvy marketers often take advantage of this innate, competitive behavior to leverage growth in product sales. The fear of missing out on a deal or product during traditional Black Friday sales has encouraged families to cut Thanksgiving dinners short, opting instead to camp outside shopping malls for the doors to open.<br \/>\r\n<br \/>\r\nWhile FOMO is typically exploited in marketing, with brands offering exclusive products, private invitations, and limited-time offers, the scarcity that we are referencing is less conniving. When a product is legitimately limited, scarcity marketing takes another form: exclusivity.<\/p>\r\n<p>It\u2019s a tactic that many luxury car dealers, like Porsche, employ around limited-edition cars. It\u2019s a position that high-end retailers, like Herm\u00e8s with its coveted Birkin bag, use to drive mystique and rarity. And it works!<\/p>\r\n<p>Scarcity marketing drives up prices and demand around products that will run out.<br \/>\r\n<br \/>\r\nA great example of this is during the holiday season of 1996, the year that the <a href=\"https:\/\/www.questia.com\/read\/1G1-55710722\/tickle-down-economics\">\u201cTickle Me Elmo\u201d <\/a>toy was released. Demand for the toy was dismal until its showcase on the <a href=\"https:\/\/www.questia.com\/read\/1G1-55710722\/tickle-down-economics\">Rosie O'Donnell Show in early October 1996,<\/a> which coincided with the holiday shopping season. Mattel had only produced 400,000 units, so it was unprepared for this rise in demand. As a result, consumers who had acquired an Elmo sold the product independently, <a href=\"https:\/\/www.emaze.com\/@ATRIRLLW\/untitled\">via classified ads for $2,500<\/a>.<br \/>\r\n<br \/>\r\nAs we lean into 2020\u2019s holiday shopping season in our current economic and social state, scarcity marketing will no longer be an advanced and psychologically devious tactic. Scarcity will be a pervasive reality. <a href=\"https:\/\/www.nytimes.com\/2020\/02\/17\/business\/china-coronavirus-economy.html\">Chinese production is limited<\/a>. <a href=\"https:\/\/www.usda.gov\/media\/blog\/2020\/04\/16\/will-covid-19-threaten-availability-and-affordability-our-food\">Other warehouses and facilities across the U.S. have limited capacity as well<\/a>. With reduced supply for products across the board, brands will have an issue of supply, meaning the customers won\u2019t be able to purchase everything they want.<\/p>\r\n<p>Marketers can do a lot of things, but manifesting products out of thin air sadly isn\u2019t one of these capabilities.<\/p>\r\n<p>Instead, focus on these three recommendations for addressing product scarcity.<\/p>\r\n<h4>1. Embrace transparency to drive loyalty and customer LTV<\/h4>\r\n<p>&nbsp;<\/p>\r\n<div>\r\n[caption id=\"\" align=\"alignnone\" width=\"502\"]<a href=\"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/everlane-winning-with-radical-transparency\/\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.26.07-AM.png\" alt=\"Everlane's &quot;Radical Transparency&quot;\" width=\"502\" height=\"356\" \/><\/a> <em>Everlane\u2019s \u201cRadical Transparency\u201d in pricing sets its business apart.<\/em>[\/caption]\r\n\r\n<p>COVID-19 transformed customer loyalty. Plain and simple. When the world initially shut down, many consumers strayed from their normal shopping patterns to stockpile alternative products.<br \/>\r\n<br \/>\r\nBut many were faced with out-of-stock notices. These out-of-stocks drove consumers towards other brands; in fact, more than <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">75% of consumers have tried new brands<\/a>, places to shop or methods of shopping during the pandemic. Product availability was the number one reason consumers sought new retailers.<br \/>\r\n<br \/>\r\nBut changed shopping habits aren\u2019t the only trends we\u2019re seeing. Customers are responding to brands that connect. Brands that are authentic and apologetic. The emotional connection that transparency drives isn\u2019t just repeat business\u2014it\u2019s loyal business. <br \/>\r\n<br \/>\r\nIn approaching product scarcity, it\u2019s a brand\u2019s duty to let their customers know\u2014as early as possible\u2014that products will be limited. If issues with delivery arise, and scarcity was not pre-communicated, it will likely cause immense friction with customers. <a href=\"https:\/\/amplitude.com\/blog\/why-churn-analysis-is-the-key-to-improving-customer-retention\">Friction, at any point in the customer experience, causes churn and lost business.<br \/>\r\n<br \/>\r\n<\/a>The formula for transparency is simple, but not easy. It\u2019s a combination of the retailer having what the customer wants, delivering good service, and creating a convenient experience.<\/p>\r\n<p>The only way for this to happen seamlessly is to message your capabilities, honestly and openly. Connect with empathy, and you\u2019ll be more likely to circumvent customer frustration and win loyalty.<\/p>\r\n<h4>2. Start your promotions early to give your shoppers a head start<\/h4>\r\n<p>If you thought that Black Friday shopping on Thanksgiving Day was excessive, we have some good news to share: This year, stores like <a href=\"https:\/\/www.cnbc.com\/2020\/07\/28\/best-buy-joins-walmart-target-in-closing-thanksgiving-day.html\" target=\"_blank\" rel=\"noopener noreferrer\">Target, Dick\u2019s Sporting Goods, and Walmart<\/a> are closing down in-store operations on Thanksgiving Day. Sales that have typically drawn enormous crowds and encouraged horrific shopping injuries, could present major safety risks during the pandemic.<br \/>\r\n<br \/>\r\nTo Black Friday traditionalists, retail holiday shopping closures on the most \u201csacred shopping day\u201d of the year seem alarming;\u2014wouldn\u2019t closed doors mean lost revenue? For companies like Dick\u2019s and Best Buy, shutting brick-and-mortar stores down isn\u2019t a profit concern.<\/p>\r\n<p>In fact, sales during the pandemic have radically raised retail revenue: Dick\u2019s Sporting Goods reported that e-commerce sales <a href=\"https:\/\/www.thestreet.com\/streetlightning\/stock-picks\/jim-cramer-dicks-best-buy-retail\">tripled in the second quarter<\/a> as a result of consumers spending more time exercising at home in response to the pandemic. <a href=\"https:\/\/www.startribune.com\/best-buy-s-online-sales-more-than-triple-to-highest-ever-but-stock-still-dips\/572214612\/\">Best Buy boasted a 242% jump in sales<\/a>\u2014the strongest online sales in the history of the company\u2014as shoppers built up their remote work stations.<\/p>\r\n<\/div>\r\n<div>\r\n<div>\r\n[caption id=\"\" align=\"aligncenter\" width=\"2796\"]<a href=\"https:\/\/www.bestbuy.com\/site\/electronics\/black-friday\/pcmcat225600050002.c?id=pcmcat225600050002\"><img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.28.12-AM.png\" alt=\"Best Buy's Black Friday messaging\" width=\"2796\" height=\"1512\" \/><\/a> <em>\u201cYou Don\u2019t Have to Wait to Get Great Prices on Tech Deals\u201d according to Best Buy's Black Friday messaging.<\/em>[\/caption]\r\n\r\n<p>The beauty of omni-channel businesses\u2014especially in this case\u2014is that, when one channel closes, there are many other channels still open. Best Buy, for instance, will compensate for Thanksgiving Day closures by offering holiday deals earlier in the season.<br \/>\r\n<br \/>\r\nTake a hint from these industry leaders\u2019 corporate decisions and start communicating discounts early. Be the brand that brings \u201cBlack Friday\u201d deals to the table before the mad rush. In addition to fast-tracking holiday sales, you\u2019ll be more likely to ensure that the gift-buying and discount-shopping experience is seamless.<\/p>\r\n<p>Of course, you may be concerned that early discounts might be a gamble. If you discount your items now, what if you\u2019re the only one? What if other companies don\u2019t follow? How will this impact your bottom line?<\/p>\r\n<p>Even if your competitors wait, the point of early action is to communicate empathy, reserve the customer\u2019s budget and drive long-term loyalty.<br \/>\r\n<br \/>\r\nOne of the best tips we\u2019ve ever been given is, \u201cThe best way to maximize the opportunity is to minimize failure.\u201d Communicate your product scarcity and your discounts early to capture the minds, hearts and wallets of customers.\u00a0<\/p>\r\n<p>How early? Now.<\/p>\r\n<h4>3. Know your customers and acknowledge their differences in shopping behavior<br \/>\r\n<br \/>\r\n<\/h4>\r\n<div>\r\n<dl id=\"\">\r\n<dt>\r\n[caption id=\"\" align=\"alignnone\" width=\"812\"]<img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.46.24-AM.png\" alt=\"Differences between Millennials and Generation Z\" width=\"812\" height=\"394\" \/> <em>See, your sociology degree came in handy!<\/em>[\/caption]\r\n<\/dt>\r\n<\/dl>\r\n<\/div>\r\n<p><a href=\"https:\/\/www.rand.org\/pubs\/research_reports\/RRA308-6.html\">Online shopping was increasing (gradually)<\/a> even before COVID-19 began. When stay-at-home orders were announced, the slow rise in e-commerce adoption led to a huge and <a href=\"https:\/\/www.bigcommerce.com\/blog\/covid-19-ecommerce\/#understanding-panic-buying-and-coronavirus\">immediate boost of online shopping across the board<\/a>. Of course, brands are having to evolve to meet changing consumer needs.<\/p>\r\n<p>But before implementing a blanket strategy for holiday marketing, it's important to understand how consumer shopping behaviors have shifted.<br \/>\r\n<br \/>\r\nFor instance, here are some key generational trends to keep in mind when it comes to e-commerce:<\/p>\r\n<\/div>\r\n<ul>\r\n\t<li><strong>Boomers<\/strong> are now past the initial learning curve of online shopping and over <a href=\"https:\/\/www.emarketer.com\/content\/pandemic-has-driven-boomers-increase-their-digital-shopping\" target=\"_blank\" rel=\"noopener noreferrer\">62% will be digital buyers this year<\/a>, so a seamless checkout experience will be key to earning their dollars.<\/li>\r\n\t<li><strong>Millennials<\/strong> are the most concerned about the pandemic's impact, leading them to change their<a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/coronavirus-crisis-consumer-impact-new-data-on-purchase-decisions-and-behaviors\/\"> behavior more dramatically than other generations,<\/a> which includes cutting back on spending, stocking up on items, and spending less on experiences.<\/li>\r\n\t<li><strong>Gen Z<\/strong> spends <a href=\"https:\/\/www.cms-connected.com\/News-Archive\/October-2018\/Generational-Consumer-Shopping-Behavior-Comes-Into-Focus#:~:text=Gen%20Z%20spends%202X%2D3X,Snapchat%20shopping%20taking%20the%20lead.&amp;text=Gen%20Z%20also%20spends%20little,and%20Baby%20Boomers%20at%2024.56%25.\" target=\"_blank\" rel=\"noopener noreferrer\">2X-3X more shopping on social channels<\/a> than the average consumer, with purchases made via Instagram and Snapchat taking the lead.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<p>Discrepancies in shopping habits between generations have always existed. But the rapid rise of e-commerce, combined with the pandemic and recession, has exacerbated these nuances. Build your product marketing strategy, and your customer experience, based on the latest research to ensure your shoppers are confident and comfortable this season.<\/p>\r\n<h3>Tackle Product Scarcity to Achieve Holiday Marketing Success<\/h3>\r\n<p>This year, holiday shopping will be much different than in years past. Instead of looking at added complexity as a roadblock, see it as an opportunity to differentiate your brand. By sending your customer the right message, about the right product, via the right channel, as early as you can, you can circumvent product scarcity and thrive.<\/p>\r\n<p>For the most up-to-date mobile and email messaging techniques, take a look at our <a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\">\u201cTop 10 Email and Mobile Campaigns Every Brand Needs.<\/a>\u201d And once you work out your holiday marketing master plan, let <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> help you stick the landing!<\/p>\r\n<p>Of course, product scarcity isn't the only challenge this season, so stay tuned for the second installment of our holiday readiness series!<\/p>","post_title":"How to Address Product Scarcity This Holiday Season","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"product-scarcity-holiday-season","to_ping":"","pinged":"","post_modified":"2020-09-03 10:29:46","post_modified_gmt":"2020-09-03 17:29:46","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10803","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/"},{"ID":11326,"post_author":"41","post_date":"2020-09-03 03:35:35","post_date_gmt":"2020-09-03 10:35:35","post_content":"<p><span style=\"font-weight: 400;\">Cutting-edge marketers know that it\u2019s not enough to merely send a one-size-fits-all welcome campaign\u2014it should be a strategic, personalized series of messages that engage each subscriber and set the tone for the entire customer journey.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for welcome email campaigns that soar.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the welcome messages that wow consumers and provide expert advice to turn subscriber connections into relationships.<\/span><\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to introduce and establish your brand identity<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The importance of managing customer expectations<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ways to personalize and dynamically customize content<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Welcome Emails","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-welcome-emails","to_ping":"","pinged":"","post_modified":"2020-11-03 07:53:51","post_modified_gmt":"2020-11-03 15:53:51","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/","menu_order":38,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/"},{"ID":11322,"post_author":"41","post_date":"2020-09-03 03:34:32","post_date_gmt":"2020-09-03 10:34:32","post_content":"<p>Onboarding campaigns take the familiarity, appreciation, engagement and trust initiated in welcome messages to the next level. The more data you have, the more personalized and relevant your campaigns can be.<\/p>\r\n<p><span style=\"font-weight: 400;\">It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for onboarding email campaigns that don't just assume you have them at hello.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the onboarding messages that wow consumers and provide expert advice to gather more data about your new subscribers.<\/span><\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to orient newcomers to your brand<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The importance of building cross-channel connections<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ways to enable behavioral profiling and gather more customer data<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Onboarding Series","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-onboarding-series","to_ping":"","pinged":"","post_modified":"2020-11-03 07:53:56","post_modified_gmt":"2020-11-03 15:53:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/","menu_order":39,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/"},{"ID":11320,"post_author":"41","post_date":"2020-09-03 03:33:30","post_date_gmt":"2020-09-03 10:33:30","post_content":"<p>A successful referral program must not only motivate the friends that customers refer to convert, but also motivate your customers into making referrals in the first place. How do you incentivize both to take action?<\/p>\r\n<p>It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for referral and advocacy campaigns that build long-term loyalty.<\/p>\r\n<p>Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the referral messages that reward your best advocates and provide expert advice to facilitate effective introductions.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How to properly reward customers for referrals<\/li>\r\n\t<li>The steps to planning a multi-touch message series<\/li>\r\n\t<li>\"Refer-a-friend\" email inspiration from leading brands<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Referrals & Advocacy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-referrals-advocacy","to_ping":"","pinged":"","post_modified":"2020-11-03 07:54:01","post_modified_gmt":"2020-11-03 15:54:01","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/","menu_order":40,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/"},{"ID":11317,"post_author":"41","post_date":"2020-09-03 03:32:27","post_date_gmt":"2020-09-03 10:32:27","post_content":"<p>The opportunity to receive immediate feedback on your brand's products or services is too good to pass up, but how can you create a survey campaign that stands out from the crowd?<\/p>\r\n<p>It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for survey and feedback campaigns that improve your customer experience.<\/p>\r\n<p>Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the messages that elicit customer responses and provide valuable insights about your business offerings.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How to create irresistible\u00a0incentives that convert<\/li>\r\n\t<li>Cross-channel creativity with SMS and direct mail<\/li>\r\n\t<li>Survey inspiration from today's leading brands<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Survey and Feedback","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-survey-feedback","to_ping":"","pinged":"","post_modified":"2020-11-03 08:04:51","post_modified_gmt":"2020-11-03 16:04:51","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-survey-feedback\/","menu_order":41,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-survey-feedback\/"},{"ID":11315,"post_author":"41","post_date":"2020-09-03 03:31:25","post_date_gmt":"2020-09-03 10:31:25","post_content":"<p><span style=\"font-weight: 400;\">It\u2019s a fact: Brands that send personalized birthday and anniversary emails generate more revenue than those that only focus on mass-produced mailings.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">But consumers today expect more, which means you have to do more than send a celebratory message once a year to get the attention, revenue and loyalty you\u2019re looking for.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this edition of Unboxing Must-Have Marketing Campaigns, we dive into a topic that brand marketers could use a new perspective on: customer milestones.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download this guide to learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why customer milestones need to go beyond birthdays and anniversaries<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The 3 essential ingredients you need to build a stellar milestone campaign<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Advanced cross-channel tactics to give your messaging extra oomph<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Customer Milestones","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-customer-milestones","to_ping":"","pinged":"","post_modified":"2020-11-03 07:54:13","post_modified_gmt":"2020-11-03 15:54:13","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/","menu_order":42,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/"},{"ID":11314,"post_author":"41","post_date":"2020-09-03 03:30:24","post_date_gmt":"2020-09-03 10:30:24","post_content":"<p>It\u2019s a well-known fact at Iterable: Email list pruning isn\u2019t always the best strategy. In fact, it may even be counterproductive to your brand\u2019s goals and hurt your ROI in the long run.<\/p>\r\n<p>So what\u2019s a marketer to do about all those inactive subscribers on your email list?<\/p>\r\n<p>In this edition of Unboxing Must-Have Marketing Campaigns, we focus on what you should do instead of pruning your list: Send a reactivation or re-engagement campaign.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why it\u2019s never too late for a re-engagement campaign<\/li>\r\n\t<li>The 3 types of reactivation campaigns that brands can send<\/li>\r\n\t<li>Advanced tactics to up your cross-channel messaging game<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Reactivation &amp; Re-Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-reactivation-re-engagement","to_ping":"","pinged":"","post_modified":"2020-11-03 07:54:19","post_modified_gmt":"2020-11-03 15:54:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/","menu_order":43,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/"},{"ID":11310,"post_author":"41","post_date":"2020-09-03 03:29:21","post_date_gmt":"2020-09-03 10:29:21","post_content":"<p>Do brands treat their customers with empathy and respect?<\/p>\r\n<p>At Iterable, we define empathy as adhering to the four following tenets:<\/p>\r\n<ol>\r\n\t<li>Acknowledging perspective<\/li>\r\n\t<li>Staying out of judgment<\/li>\r\n\t<li>Recognizing emotion<\/li>\r\n\t<li>Communicating understanding<\/li>\r\n<\/ol>\r\n<p>However, it\u2019s easier to say than it is to act upon it when B2C marketers are laser-focused on meeting their company\u2019s growth goals.<\/p>\r\n<p>That's why for this next edition of Unboxing Must-Have Marketing Campaigns we\u2019ll focus on driving growth with good by adding upsell and cross-sell opportunities to your existing marketing campaigns.<\/p>\r\n<p><strong>We\u2019re going to cover:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to show empathy to your customers with upsells and cross-sells<\/li>\r\n\t<li>4 ways to add upsells and cross-sells into your existing email campaigns<\/li>\r\n\t<li>Advanced tactics to up your cross-channel messaging experience<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Upsell and Cross-Sell","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-upsell-cross-sell","to_ping":"","pinged":"","post_modified":"2020-11-03 07:54:24","post_modified_gmt":"2020-11-03 15:54:24","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/","menu_order":44,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/"},{"ID":11308,"post_author":"41","post_date":"2020-09-03 03:28:19","post_date_gmt":"2020-09-03 10:28:19","post_content":"<p>It\u2019s on every marketer\u2019s mind in 2020: How do you communicate with customers during an emergency or crisis?<\/p>\r\n<p>We as growth marketers would all love to have the confidence and skills to communicate during an emergency, so customers are happy, satisfied and stay loyal to your brand when everything goes back to normal.<\/p>\r\n<p>That\u2019s why we\u2019re focusing on emergencies and crises for this edition of Unboxing Must-Have Marketing Campaigns.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How an emergency or a crisis creates opportunities for your brand<\/li>\r\n\t<li>The power of a Single Overriding Communications Objective (SOCO)<\/li>\r\n\t<li>How five e-commerce companies are using SOCO (but don\u2019t even know it)<\/li>\r\n\t<li>What governments and nonprofits can teach brands about cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Emergencies & Crises","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-emergencies-and-crises","to_ping":"","pinged":"","post_modified":"2020-11-03 07:54:31","post_modified_gmt":"2020-11-03 15:54:31","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/","menu_order":45,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/"},{"ID":11307,"post_author":"41","post_date":"2020-09-03 03:27:18","post_date_gmt":"2020-09-03 10:27:18","post_content":"<p>Are you taking your brand\u2019s best customers for granted?<\/p>\r\n<p>As marketers, it\u2019s too easy to focus our resources on acquiring new customers or reducing churn.<\/p>\r\n<p>Because it also means your loyal fans\u2014the ones who choose to spend their hard-earned money with your brand over and over\u2014may not be getting the exclusive experience they deserve.<\/p>\r\n<p>That\u2019s why for this next edition of Unboxing Must-Have Marketing Campaigns, we\u2019re going to focus on loyalty and rewards campaigns.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>Why a successful loyalty or rewards program is more than an exclusive discount<\/li>\r\n\t<li>The five principles you need to create a brand community<\/li>\r\n\t<li>Three ways to gamify customer rewards with cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Loyalty &amp; Rewards","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-loyalty-rewards","to_ping":"","pinged":"","post_modified":"2020-11-03 07:54:39","post_modified_gmt":"2020-11-03 15:54:39","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\/","menu_order":46,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\/"},{"ID":10785,"post_author":"71","post_date":"2020-08-31 15:02:41","post_date_gmt":"2020-08-31 22:02:41","post_content":"<p>\u201cOoops! We didn\u2019t mean to send you that email!\u201d -- words from every email marketer\u2019s worst nightmare. Perhaps it\u2019s because email is one of the best channels to engage with your subscribers, and its effectiveness causes a great deal of concern when your email says something it\u2019s not supposed to.<\/p>\r\n<p>A really great email QA process will help you identify common mistakes and make sure you give the best impression to your subscribers.<\/p>\r\n<p><strong>Download this template to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Make sure your emails are flawless before it\u2019s ready for prime time<\/li>\r\n\t<li>Optimize how your email looks on different devices<\/li>\r\n\t<li>Save time on approving your team\u2019s emails<\/li>\r\n\t<li>Feel more confident the next time you hit the \u201cSend\u201d button<\/li>\r\n<\/ul>","post_title":"Template for Email QA","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"template-for-email-qa","to_ping":"","pinged":"","post_modified":"2020-10-27 15:02:12","post_modified_gmt":"2020-10-27 22:02:12","post_content_filtered":"","post_parent":8,"guid":"http:\/\/iterable.com\/?page_id=10785","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"","url":"https:\/\/iterable.com\/resources\/template-for-email-qa\/"},{"ID":10783,"post_author":"71","post_date":"2020-08-31 14:29:22","post_date_gmt":"2020-08-31 21:29:22","post_content":"<p>Engaging with your customers throughout their journey with your brand is one of the most effective ways to drive value. Creating a well thought-out lifecycle campaign and its components will make sure that your message is concise and compelling at each stage. The first of which is the welcome email, which brings your customer on board and gives them a first impression of your value.<\/p>\r\n<p><strong>Download this template to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Create an email that keeps your brand top-of-mind<\/li>\r\n\t<li>Access key attributes of a really good email<\/li>\r\n\t<li>Start selling your value and reduce customer churn<\/li>\r\n<\/ul>","post_title":"Template for Creating Lifecycle Email Campaigns: Welcome Email","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"template-for-creating-lifecycle-email-campaigns-welcome-email","to_ping":"","pinged":"","post_modified":"2020-10-27 17:07:24","post_modified_gmt":"2020-10-28 00:07:24","post_content_filtered":"","post_parent":8,"guid":"http:\/\/iterable.com\/?page_id=10783","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"","url":"https:\/\/iterable.com\/resources\/template-for-creating-lifecycle-email-campaigns-welcome-email\/"},{"ID":10779,"post_author":"71","post_date":"2020-08-31 11:18:31","post_date_gmt":"2020-08-31 18:18:31","post_content":"<p>Are you looking for a modern cross-channel marketing automation platform? Choosing the right system for your unique marketing needs requires a thorough understanding of the key features each solution offers, and how it affects your business needs. We have a template to help you get started!<\/p>\r\n<p><strong>Download this template to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Help you select the right vendor who is also a partner for your growing business<\/li>\r\n\t<li>Set you up for your long-term marketing automation needs<\/li>\r\n\t<li>Clearly identify your goals, and see how marketing automation can drive your results<\/li>\r\n\t<li>Save time building a comprehensive list of questions you should be asking your vendors<\/li>\r\n<\/ul>\r\n<p><strong>RFP includes sections that will help you understand each vendor\u2019s solutions for:<\/strong><\/p>\r\n<ul>\r\n\t<li>Email campaigns<\/li>\r\n\t<li>Lifecycle marketing<\/li>\r\n\t<li>Segmentation and targeting<\/li>\r\n\t<li>Workflows &amp; automation<\/li>\r\n\t<li>Triggering events<\/li>\r\n\t<li>Reporting &amp; Analytics<\/li>\r\n\t<li>Multi-channel marketing across email, SMS, mobile push, direct mail, and more<\/li>\r\n<\/ul>\r\n<p>Don\u2019t miss out on the must-have features and questions that you should be asking your vendors. Download this template to get started on building the best RFP for your needs.<\/p>","post_title":"Template for Marketing Automation RFP","post_excerpt":"Marketing Automation RFP Template for Email, SMS, Mobile\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"template-for-marketing-automation-rfp","to_ping":"","pinged":"","post_modified":"2020-10-27 17:09:11","post_modified_gmt":"2020-10-28 00:09:11","post_content_filtered":"","post_parent":8,"guid":"http:\/\/iterable.com\/?page_id=10779","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"","url":"https:\/\/iterable.com\/resources\/template-for-marketing-automation-rfp\/"},{"ID":10766,"post_author":"10","post_date":"2020-08-27 10:00:15","post_date_gmt":"2020-08-27 17:00:15","post_content":"<p>Personalization is more than a simple tactic to drive clicks and conversions. Personalization is rooted in strategy, crafted in execution and manifested inside customer experience.<\/p>\r\n<p>Buzzwords aside, personalization is a <em>process<\/em>. But, the results are worth it. <a href=\"https:\/\/adage.com\/article\/epsilon\/personalization-evolve-2018\/312048\" target=\"_blank\" rel=\"noopener noreferrer\">Ad Age found<\/a> that 80% of consumers do business with companies offering personalized experiences.<\/p>\r\n<h3>Introducing the \u201cCore Four\u201d Pillars of Personalization<\/h3>\r\n<p>We posit that there are four foundational pillars of personalization:<\/p>\r\n<ol>\r\n\t<li><strong>User Segmentation:<\/strong> finding the perfect audience<\/li>\r\n\t<li><strong>Lifecycle Mapping:<\/strong> creating immersive journeys<\/li>\r\n\t<li><strong>Workflow Building:<\/strong> engaging at opportune moments<\/li>\r\n\t<li><strong>Dynamic Content:<\/strong> connecting with tailored messaging<\/li>\r\n<\/ol>\r\n<p><img class=\"alignnone size-full wp-image-10768\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Personalization_Blog-Image_ALL.png\" alt=\"\" width=\"1200\" height=\"400\" \/><\/p>\r\n<p>Each pillar represents a critical step of the personalization process and the more proficiently you\u2019re able to master each one, the more marketing possibilities you unlock. When executed in tandem with one another, you\u2019ve created a scalable framework for not just personalization, but <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener noreferrer\">individualization<\/a>.<\/p>\r\n<p>Let\u2019s look at each of them in greater detail.<\/p>\r\n<h3>1. User Segmentation<\/h3>\r\n<p>Any marketer worth their salt knows what segmentation is and why it matters\u2014<a href=\"https:\/\/ascend2.com\/wp-content\/uploads\/2017\/01\/Ascend2-Email-Marketing-Strategy-Survey-Summary-Report-160908.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">51% of us<\/a> recognize it as our most effective personalization tactic. Dialing in exactly which customers you want to want to reach is the first action step of any campaign.<\/p>\r\n<p>Modern marketers have more access to customer data than ever before. But without a modern application strategy accounting for this new depth and breadth, falling back on legacy segmentation strategies like basic attributes, general lifecycle, RFM targeting, among others, seems like the easiest choice to make.<\/p>\r\n<p>Instead, let\u2019s redraw the lines of demarcation between segments and push customer data further. Top-line demographic and behavioral data as segmentation filters only scratch the surface\u2014understanding contextual data to understand customer motivations is the new segmentation playing field.<\/p>\r\n<p>With a more sophisticated segmentation strategy in hand, identifying key audiences and the types of resonant content that appeals to them becomes almost second nature.<\/p>\r\n<h4>Modern Segmentation Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Look deeper into behavioral data to infer how your products and services make your customers feel. Leverage this level of nuanced data as influential segmentation criteria.<\/li>\r\n\t<li>Define customers by more than demographic personas. Certain data types like engagement, purchase frequencies and average order value are impactful at the individual level, but less so when applied to groups.<\/li>\r\n\t<li>Learn from, but don\u2019t lean too heavily on historical data as the sole predictor of behaviors. Consider the significance of the role months-old data actually plays in your segmentation strategy.<\/li>\r\n<\/ul>\r\n<h4><strong>Segmentation Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/3-types-of-customer-segmentation-your-marketing-team-cant-ignore\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 Types of Customer Segmentation Your Marketing Team Can't Ignore<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/how-to-use-mobile-geolocation-data-to-drive-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Use Mobile Geolocation Data to Drive Growth<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/4-overlooked-ecommerce-segments\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 Overlooked (but Valuable) E-Commerce Segments to Target<\/a><\/li>\r\n<\/ul>\r\n<h3>2. Lifecycle Mapping<\/h3>\r\n<p>When it comes to the modern-day lifecycle, there are two critical elements marketers need to consider: a guiding stage-by-stage framework and a readiness to respond when customers choose to go their own way.<\/p>\r\n<p>A comprehensive lifecycle is one born from methodical planning and customer-first creativity. For simplicity, we think about the lifecycle in three basic stages\u2014activation, nurture and re-activation. Each stage has its own overarching purpose and objectives that customers must reach before advancing into the next one.<\/p>\r\n<p>Thinking critically through your ideal customer experience and considering the full spectrum of possible interactions will clarify where and when marketing actions can help customers overcome engagement hurdles.<\/p>\r\n<p>Don\u2019t overlook these areas of customer importance:<\/p>\r\n<ul>\r\n\t<li>Web and app activities<\/li>\r\n\t<li>Browsing and buying behaviors<\/li>\r\n\t<li>Cross-channel messaging engagements<\/li>\r\n\t<li>Customer service and support encounters<\/li>\r\n\t<li>And more<\/li>\r\n<\/ul>\r\n<p>Now that methodical plan above is all well and good, but that assumes linear customer behavior. While it\u2019s true that a good percentage of your customers will venture through that lifecycle in a \u201ctraditional\u201d stage-by-stage manner, there are plenty who won't. Data continuity ensures any actions like those mentioned above responsively align them to the right stage of the lifecycle.<\/p>\r\n<p>Remember, customers aren\u2019t obligated to play by your rules, but you have to play by theirs\u2014meet them on their terms and make sure your intended customer experiences support their own.<\/p>\r\n<h4>Modern Lifecycle Mapping Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Define the key stage-by-stage goals your customer should accomplish before advancement. Use a customer-first lens to set the right guidelines for familiarity, trust, needs, and their perceived values.<\/li>\r\n\t<li>Leverage data to optimize throughput. Set appropriate progression thresholds, unblock points of friction and optimize the experience with data-driven learnings.<\/li>\r\n\t<li>Build a comprehensive end-to-end journey that maximizes customer satisfaction. But, be ready to appropriately respond to customers entering and exiting at their will.<\/li>\r\n<\/ul>\r\n<h4><strong>Lifecycle Mapping Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/fender-notes-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">How Fender Plays All the Right Notes of the Customer Journey<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/opendoor-framework-marketing-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Opendoor's 7-Step Framework for Marketing Automation Success<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">Top 10 Email and Mobile Campaigns Every Brand Needs<\/a><\/li>\r\n<\/ul>\r\n<h3>3. Workflow Building<\/h3>\r\n<p>To design truly immersive campaign experiences, marketers need freedom and flexibility\u2014the freedom to create with full access to all customer-facing data and the flexibility to leverage it inside sophisticated workflows.<\/p>\r\n<p>For instance, freedom means building workflows that guide customers down the right path based on real-time data feedback. After a member of X audience performs Y action, do Z within this timeframe\u2014there\u2019s boundless potential for growth and experimentation once empowered to create without obstruction.<\/p>\r\n<p>The data that flows through and powers workflows in real-time is the marketer\u2019s secret weapon to automating customer surprise-and-delight. Flexibility begets dynamism, and designing workflows that automatically add or remove eligible people from certain campaigns or message queues because of their individual behaviors drives momentum throughout your lifecycle.<\/p>\r\n<p>Build the workflows that adhere to The Golden Rule: market to others in the same way you would want to be marketed to\u2014keep the experience timely, relevant and aligned with the customer's specific needs.<\/p>\r\n<h4>Modern Workflow Building Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Let the customer experience be the guide. Use workflows as guardrails that maintain engagement, but let customer data dictate the direction of the journey.<\/li>\r\n\t<li>Don\u2019t overlook the nuances of customer interactions. Create workflow rules that infer customer intent from repeat actions or behaviors and respond accordingly.<\/li>\r\n\t<li>Carry messages over the channels your customers care about. Foster engagement by bringing messages of value to their native channels.<\/li>\r\n<\/ul>\r\n<h4><strong>Workflow Building Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/cross-channel-onboarding-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Create a Cross-Channel Onboarding Campaign in Iterable<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/autolist-drives-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">How Autolist Drives Personalization at Scale with Workflows<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/shoprunner-uses-real-time-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">How ShopRunner Uses Real-Time Data to Power Emails<\/a><\/li>\r\n<\/ul>\r\n<h3>4. Dynamic Content<\/h3>\r\n<p>\u201cContent,\u201d in the marketing sense, is usually the de-facto standard for judging how personalized something is. It\u2019s certainly an effective indicator, but as you can tell from the other three pillars, personalization comprises much more.<\/p>\r\n<p>Content is a visual representation of user, event, product, and service data come to life through merge tags, connected data feeds and APIs, and dynamic data relationships through tools, like <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Catalog<\/a>.<\/p>\r\n<p>Level of personalized content sophistication\u2014a marketer\u2019s ability to transform their data input into personalized output\u2014typically falls somewhere within one of these three levels:<\/p>\r\n<h4>Level 1<\/h4>\r\n<p><strong>Reactive personalization<\/strong> derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2<\/h4>\r\n<p><strong>Proactive personalization<\/strong> combining user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3<\/h4>\r\n<p><strong>Individualization<\/strong> formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<p>Each level plays an important role in dynamic content creation. Strategically building message templates capable of leveraging the full compendium of customer data increases relevance and opens new doors for scale.<\/p>\r\n<p>With dynamic content, it\u2019s entirely possible to consistently connect multiple sources of data and consistently \u201cwow\u201d millions of customers with meaningful messages.<\/p>\r\n<h4>Modern Dynamic Content Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Maximize the value inside your stack-wide data. Even nuanced details about behaviors or actions captured by other tools provide valuable context for improving content alignment to each individual.<\/li>\r\n\t<li>Build for broad appeal while connecting with targeted content. Learn where in your workflows to deploy specific messages and dynamically populate them with individualized content that increases message impact.<\/li>\r\n\t<li>Align your levels of effort appropriately to ROI. Don\u2019t waste valuable time and resources building highly dynamic message components if they aren\u2019t impacting key performance metrics.<\/li>\r\n<\/ul>\r\n<h4><strong>Dynamic Content Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/dynamic-content-deconstructed\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dynamic Content Deconstructed: 3 Building Blocks for Success<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/3-techniques-mastering-content-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 Techniques for Mastering the Art of Content Personalization<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/5-cool-personalization-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">5 Cool Personalization Ideas You Haven't Thought Of<\/a><\/li>\r\n<\/ul>\r\n<h3>4 Pillars of Personalization, 1 Foundation to Long-Term Success<\/h3>\r\n<p>Now that you understand these \"Core 4\" pillars of personalization, keep this in mind: Personalization is ultimately a long-term strategy that takes time to develop. In fact, according to <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/top-marketing-predictions-for-2020-reveal-risks-of-influencers-and-personalization\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a>, \u201cOnly 40% of marketers report having a clear personalization strategy and roadmap.\u201d<\/p>\r\n<p>With the four pillars we\u2019ve covered today, think about your current process and consider how you might strengthen each one through customer data collection, campaign automation, experimentation and other factors.<\/p>\r\n<p>When in doubt, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up for a <em>personalized<\/em> demo<\/a> and see why Iterable is the best foundation for building these pillars from the ground up.<\/p>","post_title":"The 4 Foundational Pillars of Personalization","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-pillars-of-personalization","to_ping":"","pinged":"","post_modified":"2020-08-27 10:00:15","post_modified_gmt":"2020-08-27 17:00:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10766","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/"},{"ID":10730,"post_author":"7","post_date":"2020-08-26 10:36:47","post_date_gmt":"2020-08-26 17:36:47","post_content":"<p>When it comes to company culture, our answer is simple: prioritize people. From day one, our founders, Andrew Boni and Justin Zhu, recognized that Iterable\u2019s core purpose revolved around people\u2014to enrich the relationships between consumers and brands, to empower the marketers who create experiences, and to unite a team capable of bringing such a vision to life.<\/p>\r\n<p>While company culture is unique to every organization, we\u2019ve identified five steps you can take to build a thriving workplace that <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">aligns with your values<\/a>.\u00a0<\/p>\r\n<p>Explore our new <a href=\"https:\/\/iterable.com\/company\/\" target=\"_blank\" rel=\"noopener noreferrer\">Company<\/a> and <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener noreferrer\">Culture<\/a> pages to see the formula in action, and read our guide below to learn how to adapt it for your own business.<\/p>\r\n<h4>Step 1: Commit to culture from the start of the recruiting process<\/h4>\r\n<p>All too often, the pressures of filling open positions and keeping up with the growth curve can tempt businesses to cut corners in terms of company culture. This lack of engagement is a major issue\u2014it makes candidates feel they are not seen, heard or respected.<\/p>\r\n<p>Here at Iterable, we focus on making our recruitment process engaging, transparent and enjoyable for everyone involved. We respect and value the time and effort that our candidates put into their career search, which is why our recruiting team thoughtfully reviews every application we receive.<\/p>\r\n<p>If we think a candidate might be a good fit for a role, and a good fit for our authentic and dynamic culture\u2014we\u2019ll reach out! It\u2019s as simple as that. We pride ourselves on providing a best-in-class candidate experience through every step of the process, and pledge responsiveness and empathy.<\/p>\r\n<p>Learn more about Iterable\u2019s recruiting process, and hear feedback directly from our employees, on our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener noreferrer\">new Culture page<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_10769\" align=\"alignnone\" width=\"696\"]<a href=\"https:\/\/iterable.com\/culture\/\"><img class=\"wp-image-10769 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-1.png\" alt=\"Iterable company culture testimonial on recruiting by Ryan Brelje\" width=\"696\" height=\"334\" \/><\/a> <em>Click on Ryan's quote to read more employee testimonials of our hiring process.<\/em>[\/caption]\r\n\r\n<h4>Step 2: Cultivate a culture without borders<\/h4>\r\n<p>We believe contributions aren\u2019t bound by location. Employees from all over the world have helped foster an inclusive remote work culture. Together, we\u2019ve been building the operations, processes and supporting structures that ensure our remote teams are empowered to thrive in the same collaborative and visible team environments as our physical office locations.<\/p>\r\n<p>Contributing to our \u201cculture without borders\u201d is our global presence. No matter where our employees are based, we stay connected\u2014online, and through our company-wide values and initiatives.<\/p>\r\n<p>Learn more about <a href=\"https:\/\/iterable.com\/blog\/culture-without-borders-remote-work-iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">remote work at Iterable<\/a> from both longtime virtual veterans and online adapters in the era of COVID-19.<\/p>\r\n\r\n[caption id=\"attachment_10770\" align=\"alignnone\" width=\"772\"]<img class=\"wp-image-10770 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-2.png\" alt=\"Map of Iterable's four office locations\" width=\"772\" height=\"330\" \/> <em>Iterable has offices in San Francisco, Denver, New York City, and London, but also supports a global remote workforce.<\/em>[\/caption]\r\n\r\n<h4>Step 3: Build an inclusive culture that celebrates diversity<\/h4>\r\n<p>True diversity isn\u2019t about checking the box. It\u2019s about recruiting a workforce of individuals with diverse world views, ethnicities, religions, backgrounds, abilities, ages, personality characteristics, perspectives, opinions, family composition, education and tenure.<\/p>\r\n<p>Even still, enabling diversity means little without inclusion. By nurturing a sense of equity and belonging, you can encourage the team to bring their full and genuine selves to work every day.<\/p>\r\n<p>One of the ways we enable inclusion is through our Affinity Groups, which are employee-created and managed groups of people sharing a common purpose, community or interest. These groups create space for employees to develop relationships, share experiences, voice concerns, solve problems and plan events and activities promoting their community and professional growth.<\/p>\r\n<p>Rather than shying away from the sensitive conversations for fear it will divide the workplace, we embrace these discussions and celebrate our differences. We try our best to provide platforms for everyone to feel supported and invest in the education of our workforce.<\/p>\r\n\r\n[caption id=\"attachment_10771\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-10771 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-3.png\" alt=\"Company Culture: Affinity Groups at Iterable\" width=\"936\" height=\"226\" \/> <em>Iterable's Affinity Groups provide safe spaces for marginalized communities, as well as common passions, like Zenit's focus on meditation.<\/em>[\/caption]\r\n\r\n<h4>Step 4: Support employee learning and development<\/h4>\r\n<p>There\u2019s a well-known adage from the CEO of Microsoft, Satya Nadella, who had said that instead of encouraging a culture of know-it-alls, he wanted <a href=\"https:\/\/lifehacker.com\/dont-be-a-know-it-all-be-a-learn-it-all-1794974291\" target=\"_blank\" rel=\"noopener noreferrer\">an organization of learn-it-alls<\/a>. Iterable\u2019s company value of Growth Mindset embodies this very concept.<\/p>\r\n<p>Having a Growth Mindset means not settling for the status quo and proactively looking for areas to improve our work. As challenges, obstructions, and plateaus inevitably arise, we foster the strength and resilience to overcome them. This resilience is supported by leadership and driven by a strong quest for knowledge by our workforce.<\/p>\r\n<p>In addition to flexible PTO and physical and mental health benefits, Iterable also provides a quarterly stipend for learning and development, which our team has used for everything from classes and conferences to museum passes and subscriptions to newspapers and audiobooks. We\u2019ve also recently launched Udemy for Business to give our team access to over 4,500 e-learning courses and keep our skills sharp!<\/p>\r\n\r\n[caption id=\"attachment_10772\" align=\"alignnone\" width=\"902\"]<img class=\"wp-image-10772 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-4.png\" alt=\"Iterable's benefits and perks\" width=\"902\" height=\"316\" \/> <em>Here's a list of Iterable's core benefits and perks available to all employees.<\/em>[\/caption]\r\n\r\n<h4>Step 5: Honor and appreciate life outside of work<\/h4>\r\n<p>With Balance being <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">one of our four core values<\/a>, it\u2019s important for us to take time away from work to relax, unwind and bond as a team. Rest allows both our bodies and minds to recuperate, ensuring we operate at full capacity. From our league champion soccer team to spontaneous craft nights, we are always trying to find ways for our teams to re-energize.<\/p>\r\n<p>Even when we can\u2019t physically meet in groups, we have prioritized ways to promote and reward balance as we all work from home during the pandemic. Throughout the month of July, for instance, our employees were challenged to take moments of balance each day and share photos in our <a href=\"https:\/\/www.linkedin.com\/posts\/iterable_balance-slack-valuesdriven-activity-6696195862735003648-lib0\" target=\"_blank\" rel=\"noopener noreferrer\">#Balance Slack channel<\/a> to raise money for charity.<\/p>\r\n<p>At the end of the challenge, we received more than 1,300 photo submissions and exceeded our donation goals! An engaged and supported workforce is a healthy one, and the healthier you are, the happier and more productive and accomplished you will feel.<\/p>\r\n\r\n[caption id=\"attachment_10773\" align=\"alignnone\" width=\"416\"]<img class=\"wp-image-10773 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-5.png\" alt=\"Building company culture through Balance: A photo of father playing with child\" width=\"416\" height=\"418\" \/> <em>Here's to the next generation of growth marketers!<\/em>[\/caption]\r\n\r\n<h3>Want to Contribute to Iterable\u2019s Company Culture?<\/h3>\r\n<p>Authenticity, connection and joy\u2014the key components of a memorable experience, and the pillars upon which we\u2019ve built our company culture here at Iterable. Of course, we not only want to build the strongest community, but also the best growth marketing platform\u2014and that\u2019s where you come in.<\/p>\r\n<p>We\u2019re actively looking for candidates who not only embrace our core values and contribute to our inclusive culture, but also have unique talents and a strong sense of resilience and grit.<\/p>\r\n<p>If you\u2019re interested in pursuing a career here at Iterable, <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">explore our career opportunities<\/a>. We look forward to meeting you!<\/p>","post_title":"5 Steps to Building an Amazing Company Culture","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-steps-building-amazing-company-culture","to_ping":"","pinged":"","post_modified":"2020-08-26 10:36:47","post_modified_gmt":"2020-08-26 17:36:47","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10730","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-steps-building-amazing-company-culture\/"},{"ID":10624,"post_author":"7","post_date":"2020-08-20 10:09:16","post_date_gmt":"2020-08-20 17:09:16","post_content":"<p>One of the most difficult exercises for a business is to figure out how to scale while staying true to its roots.<\/p>\r\n<p>For Tiff\u2019s Treats\u2014a <a href=\"https:\/\/www.cookiedelivery.com\/about\/our-story.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">made-to-order cookie delivery service<\/a> based in Austin, Texas\u2014the answer to expansion was simple: When it comes to growing a business, focus on your loyal customer base and create incredible customer experiences.<\/p>\r\n<p>We recently met with <a href=\"https:\/\/www.linkedin.com\/in\/rachaelromeo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rachael Romeo<\/a>, Email Marketing Manager at Tiff\u2019s Treats, and <a href=\"https:\/\/www.linkedin.com\/in\/rachel-cowlishaw-06376a40\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rachel Cowlishaw<\/a>, Associate Director of Client Strategy at Movable Ink, to find out Tiff\u2019s Treats\u2019 recipe to sweet success.<\/p>\r\n<p>Keep reading to learn more about Rachael\u2019s role at Tiff\u2019s Treats, and <a href=\"https:\/\/iterable.com\/webinars\/personalized-customer-experiences-your-recipe-for-sweet-success\/\" target=\"_blank\" rel=\"noopener noreferrer\">watch our on-demand webinar<\/a> for even more insights.<\/p>\r\n<h3>An Interview With Rachael Romeo From Tiff\u2019s Treats<\/h3>\r\n<h4>\u00a0<\/h4>\r\n<h4>Tell us a little bit about Tiff\u2019s Treats!<\/h4>\r\n<p>Tiff\u2019s Treats is famous for bringing hot, fresh-out-the-oven cookies and brownies to hungry treat lovers. We\u2019ve always tried to keep our menu small, our dough fresh and make sure we never run out of our customers\u2019 favorite flavors.<\/p>\r\n<p>While we\u2019ve grown to 59 stores and over 1,000 employees, and now serve the greater Texas area, Atlanta, Nashville, and Charlotte, our core mission is still the same: bake amazing cookies and deliver them warm and fresh.<\/p>\r\n<h4>Tiff\u2019s Treats went from a college-campus kitchen to 59 stores! That\u2019s amazing. To what do you attribute this growth?<\/h4>\r\n<p>A big driving factor for our growth was technology\u2014specifically, the development of our app. Now, we are able to provide customers with a faster, more user-friendly ordering experience.<\/p>\r\n<p>You can actually track the delivery of your cookies right up to your door. It\u2019s fun to watch the progression of your cookie delivery!<\/p>\r\n<p>Our app users have actually become some of our most active customers, which really speaks to the efficacy of the decision to turn to technology to grow. At this time, over 25% of our orders come through our app.<\/p>\r\n<h4>How do you leverage the data you capture in the Tiff\u2019s Treats app?<\/h4>\r\n<p>Not only does our app enable convenience, but it also facilitates our retention of an incredible amount of customer behavioral data: Customers log in with our app and order cookies.<\/p>\r\n<p>From these interactions, we collect information on their name, location, and order preferences. In the event that they provide feedback on their delivery and app experience, we have another bulk of feedback and data to analyze.<\/p>\r\n<p>With this data, we can provide the best support to each and every customer, enhancing individual experiences. It\u2019s a pathway to personalization that we\u2019d built into our business model and helps us to retain that local and high-touch bakery feel.<\/p>\r\n<h4>What were your primary marketing challenges prior to making the switch?<\/h4>\r\n<p>Before we put any systems in place to fully organize and operationalize our data, our team had to manually segment our customer groups based on our limited database: by location and purchase.<\/p>\r\n<p>There were a few issues with trying to build customer segments using this method:<\/p>\r\n<ol>\r\n\t<li><strong>Manual segmentation<\/strong> gets exponentially more difficult as a company scales. Profiling ten customers is quite different from profiling 10,000 customers!<\/li>\r\n\t<li>Customer data (location, preferences, etc.) can change on a dime. Manual segmentation is <strong>not an agile process<\/strong>, so we would constantly be rebuilding these segments and shuffling customer characteristics.<\/li>\r\n\t<li>Customer data was <strong>only accessible by IT<\/strong>. We would always have to bother our IT team for data requests and up-to-date customer information. At some point, these requests got annoying (for both parties)!<\/li>\r\n<\/ol>\r\n<p>As we scaled, it was impossible to continue marketing with manual segmentation. We quickly recognized that the limitation was in our tech stack. No matter how much data we collected, we couldn\u2019t effectively operationalize it with our previous ESP.<\/p>\r\n<h4>Once you identified the limits of your MarTech stack, what was your next step?<\/h4>\r\n<p>We knew that we needed to find a solution that would help us acquire, organize and operationalize our customer data, so we did some research. Soon, we came to the conclusion that, by adding <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> and <a href=\"https:\/\/movableink.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Movable Ink<\/a> to our tech stack, we could solve all of our data acquisition and enablement issues.<\/p>\r\n<p>Before partnering with Iterable and Movable Ink, our catered messaging capabilities were limited to \u201cHappy Birthday\u201d messages and geo-targeted emails. Now, we can automate our database\u2019s search for keywords and phrases.\u00a0<\/p>\r\n<p>For example, if we know that somebody said \u201cHappy Birthday\u201d in their gift message, we can target them with an email to add birthday-themed packaging. That\u2019s an add-on that we wouldn\u2019t have recommended without the technology to target and typify.<\/p>\r\n<p>With our new platform, we have a complete customer journey.<\/p>\r\n<h4>How have Iterable and Movable Ink helped Tiff\u2019s Treats on your journey to personalize?<\/h4>\r\n<p>It\u2019s easier to list out these new capabilities!\u00a0 So here we go:<\/p>\r\n<p>1. Since implementing push notifications with Iterable last year, we still wanted to drive more customers to download our app. So we added in an email to our welcome workflow that described the app download process. It went from \u201cWelcome to Tiff\u2019s Treats\u201d to \u201cWelcome, let\u2019s make your ordering easier with this app.\u201d<\/p>\r\n<p>And these emails are sent with precision. For instance, when the email is opened up on the iPhone, the Apple Store button is displayed. With an Android, the Google Play store. And if a device isn\u2019t known, both buttons are sent. It makes our lives and our customers\u2019 lives so much easier.<\/p>\r\n<p>2. We used to leverage purchase data to personalize the hero image in our email. But with limited functionality, the hero image would be a picture of the last cookie purchased. At the surface, this sounds fine. An average application of personalization and imagery. But with gift-buying and other idiosyncrasies in order, the image wasn\u2019t always customer-optimized.<\/p>\r\n<p>Now, we can use Movable Ink to poll our customers about their favorite flavors. We feed this information back into Iterable and feature that flavor in the next message.<\/p>\r\n<p>3. We can now gamify our offers and coupons over email, driving excitement and greater engagement. For instance, we\u2019ve recently used a \u201cscratch-off\u201d email to reveal new flavors and offers. The game allows us to tease the possibility of a deep discount, and it\u2019s driven a lot of activity.<\/p>\r\n<p>Since partnering with Iterable and Movable Ink, we\u2019ve seen:<\/p>\r\n<ul>\r\n\t<li>A 142% overall increase in clicks on campaigns that use Movable Ink vs. ones that don\u2019t<\/li>\r\n\t<li>A 164% increase in redemptions in our July cyber-week alone<\/li>\r\n\t<li>A 184% increase in redemptions on coupons overall<\/li>\r\n<\/ul>\r\n<h4>Do you have any advice for other marketers?<\/h4>\r\n<p>Of course! For every marketer, it\u2019s important to remember that:<\/p>\r\n<ol>\r\n\t<li>Data is great, but it\u2019s worthless if it is not accessible or actionable.<\/li>\r\n\t<li>Having the right MarTech stack is imperative for growth.<\/li>\r\n\t<li>Invest in personalization to build relationships with your customers.<\/li>\r\n\t<li>Personalization is the difference between customer retention and customer churn!<\/li>\r\n<\/ol>\r\n<p>To learn more about Rachael Romeo and Tiff\u2019s Treat\u2019s marketing and personalization strategies, <a href=\"https:\/\/iterable.com\/webinars\/personalized-customer-experiences-your-recipe-for-sweet-success\/\" target=\"_blank\" rel=\"noopener noreferrer\">watch our webinar on-demand<\/a>.<\/p>\r\n<p>Ready to start organizing, automating, and operationalizing your customer data? Learn how <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">partnering with Iterable and Movable Ink<\/a> can help enable world-class engagement.<\/p>","post_title":"Sweet Success: A Q&amp;A on Personalization With Tiff\u2019s Treats","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sweet-success-personalization-tiffs-treats","to_ping":"","pinged":"","post_modified":"2020-08-25 17:40:03","post_modified_gmt":"2020-08-26 00:40:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10624","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/sweet-success-personalization-tiffs-treats\/"},{"ID":10498,"post_author":"47","post_date":"2020-08-13 10:35:57","post_date_gmt":"2020-08-13 17:35:57","post_content":"<p><strong>Featured Speaker:<\/strong><\/p>\r\n<p><img class=\"alignnone wp-image-10573\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Forrester-Small.png\" alt=\"Forrester\" width=\"195\" height=\"70\" \/><\/p>\r\n<p>The interplay between privacy and personalization has only become more important as we spend more time online, navigating uncertain times.<\/p>\r\n<p>Come hear veteran Forrester analysts Fatemeh Khatibloo and Stephanie Liu explore the ethics and new landscape of privacy, what consumers expect, and how people make the choices that they do.<\/p>\r\n<p>PolicyGenius's Jessica Owen will join to speak about how Iterable was instrumental in helping them implement a game-changing personalization strategy.<\/p>\r\n<p>Join this powerhouse panel to:\u00a0<\/p>\r\n<ul>\r\n\t<li>Learn how people make choices\u2014and how to reduce their decision-making stress<\/li>\r\n\t<li>See examples of \"creepy\" personalization\u2014and how to avoid cringey mistakes<\/li>\r\n\t<li>Learn appropriate personalization\u2014and how to leverage to empathize with customers<\/li>\r\n<\/ul>","post_title":"\"Is This Creepy?\" Balancing Privacy and Personalization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"is-this-creepy-balancing-privacy-and-personalization","to_ping":"","pinged":"","post_modified":"2020-09-16 16:02:21","post_modified_gmt":"2020-09-16 23:02:21","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=10498","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/is-this-creepy-balancing-privacy-and-personalization\/"},{"ID":10523,"post_author":"7","post_date":"2020-08-13 08:30:09","post_date_gmt":"2020-08-13 15:30:09","post_content":"<p>Over the past year, we've been unboxing must-have digital marketing campaigns across the customer lifecycle\u2014from <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">activating new user interest<\/a> and <a href=\"https:\/\/iterable.com\/blog\/customer-milestone-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">nurturing them through each milestone<\/a> to <a href=\"https:\/\/iterable.com\/blog\/4-ways-upsell-and-cross-sell-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">upselling them into higher lifetime value<\/a> and <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">rewarding long-term loyalty<\/a>.<\/p>\r\n<p>But the world has forever changed, and let's face it\u2014global pandemic or not, you likely don't have time to explore the ins-and-outs of nearly a dozen guides to revamp your customer journey piece by piece.<\/p>\r\n<p>Well, now you don't have to.<\/p>\r\n<p>We've consolidated all of our unboxing guides into two foundational summaries, catered specifically to email and mobile marketers:<\/p>\r\n<ul>\r\n\t<li><strong>For email advocates: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Top 10 Lifecycle Email Campaigns Every Brand Needs<\/a><\/strong><\/li>\r\n\t<li><strong>For mobile mavens: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Top 10 Mobile Marketing Campaigns Every Brand Needs<\/a><\/strong><\/li>\r\n<\/ul>\r\n<p>Whether you download one or both, you'll learn the essential ingredients required of each campaign to improve performance across the distinct phases of your customer's journey. With these ten core campaigns in your marketer's toolkit, you can achieve the familiarity, engagement and trust of your audience.<\/p>\r\n<p>And in case you have been following along with our unboxing series this whole time, don't think these guides aren't for you. We've included even more leading industry examples in the wild and explained why they work\u2014including Bloomingdale's eye-catching app welcome campaign, Minted's simple-yet-effective abandonment email and more.<\/p>\r\n<p>Not ready to dive into those downloads? Here's why lifecycle email and mobile campaigns can make-or-break your marketing program.<\/p>\r\n<h3>Leading With the Lifecycle<\/h3>\r\n<p>As <a href=\"https:\/\/iterable.com\/blog\/9-must-have-lifecycle-email-marketing-programs-for-retailers\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing experts can attest<\/a>, your customers aren't one-size-fits-all, so mass-blasting like you've got a megaphone in your hands at all times will never be the right approach.<\/p>\r\n<p>Customer journeys aren't linear either: People will be activated and re-activated at unique touchpoints, so context around each customer's individual lifecycle is key.<\/p>\r\n<p>Here are just a few lifecycle marketing stats you'll see in our Top 10 Guides:<\/p>\r\n<ul>\r\n\t<li>A thoughtful <strong>welcome series<\/strong> will gain <a href=\"https:\/\/www.business2community.com\/email-marketing\/email-marketing-trends-and-strategies-for-2019-02165509\" target=\"_blank\" rel=\"noopener noreferrer\">13% more revenue<\/a> than a single outreach message.<\/li>\r\n\t<li><strong>Referral programs<\/strong> are vital, as 74% of consumers cite <a href=\"https:\/\/www.bigcommerce.com\/blog\/word-of-mouth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">word-of-mouth as a key influencer<\/a> in purchasing decisions.<\/li>\r\n\t<li>With a <strong>feedback response<\/strong> rate of 40%, <a href=\"https:\/\/outcry.io\/2019\/08\/05\/customer-feedback-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">SMS surveys have the highest response rate<\/a> of online survey channels.<\/li>\r\n\t<li>A 5% increase in <strong>customer retention<\/strong> can yield a <a href=\"https:\/\/hbswk.hbs.edu\/archive\/the-economics-of-e-loyalty\" target=\"_blank\" rel=\"noopener noreferrer\">75% increase in company profitability<\/a>.<\/li>\r\n<\/ul>\r\n<p>When relying on broadcast messages, you're overlooking countless opportunities to connect in more meaningful ways with your customers.<\/p>\r\n<blockquote>\r\n<p>\"<em>When you help your customers achieve their goals, they, in turn, help you achieve yours<\/em>. <em>Everybody wins!<\/em>\" ~ Kath Pay, founder of Holistic Email Marketing, on the <a href=\"https:\/\/iterable.com\/blog\/9-must-have-lifecycle-email-marketing-programs-for-retailers\/\" target=\"_blank\" rel=\"noopener noreferrer\">importance of lifecycle marketing<\/a><\/p>\r\n<\/blockquote>\r\n<h3>Create the Email and Mobile Campaigns Your Brand Deserves<\/h3>\r\n<p>One-off announcements and sales can work wonders too, of course, but the essence of growth marketing is not to stop making an effort after you've acquired that new customer, but to walk with them throughout their entire lifecycle.<\/p>\r\n<p>To learn more about <em>The Top 10 Campaigns Every Brand Needs<\/em>, download our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketer's edition<\/a> or <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">mobile marketer's edition<\/a> (or both, live it up!).<\/p>\r\n<p>And to better understand how Iterable can support you on the path to personalization, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=top-campaigns-guide\" target=\"_blank\" rel=\"noopener noreferrer\">request a demo today<\/a>.<\/p>","post_title":"Top 10 Email and Mobile Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-ten-email-and-mobile-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2020-08-13 08:30:09","post_modified_gmt":"2020-08-13 15:30:09","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10523","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/"},{"ID":10385,"post_author":"7","post_date":"2020-08-06 08:15:09","post_date_gmt":"2020-08-06 15:15:09","post_content":"<p>Today, we're excited to introduce you to our Marketing Masters, class of 2020\u2014a community of marketing professionals across leading companies, like Drizly, Policygenius, Care.com, and more.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">View the full lineup<\/a> and get to know these all-stars by clicking on each profile to learn about their roles, fun facts, proudest moments, the best advice they've been given and even featured messages and workflows in their exclusive campaign portfolio.<\/p>\r\n<p>What's one thing each of these Marketing Masters has in common? They've spent time and put in a lot of work to perfect their craft.<\/p>\r\n<p>Marketers are responsible for so much in their roles\u2014strategy, messaging, design, promotion, reporting, analytics and so many other hats. They\u2019re the voice of their brands on the frontlines of getting relevant information out to their audiences.<\/p>\r\n<p>All of this is typically done behind the scenes, so today we\u2019re thrilled to be <a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">putting the spotlight<\/a> on these marketers that educate and inspire us.<\/p>\r\n\r\n[caption id=\"attachment_10387\" align=\"alignnone\" width=\"808\"]<a href=\"https:\/\/iterable.com\/marketing-masters\/beth-howard\/\"><img class=\"wp-image-10387 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Beth-Howard-quote.png\" alt=\"Marketing Masters quote from Beth Howard, Product Manager, CRM at UNiDAYS\" width=\"808\" height=\"294\" \/><\/a> <em>Click to learn more about Beth Howard, one of our Marketing Masters!<\/em>[\/caption]\r\n\r\n<h3>What is Iterable\u2019s Marketing Masters program?<\/h3>\r\n<p>Announced today, the Marketing Masters program is a community of growth marketers who share their expertise and knowledge with their peers and partner with the Iterable team to influence our product roadmap.<\/p>\r\n<p>The program includes 17 current members and will admit new members annually.<\/p>\r\n<h4>What are the benefits of the Marketing Masters program?<\/h4>\r\n<ul>\r\n\t<li><strong>Personal brand exposure<\/strong>: We\u2019re recognizing our Marketing Masters for their hard work, elevating their personal brands by engaging them in speaking opportunities at conferences, webinars, user groups, and <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activate<\/a>.<\/li>\r\n\t<li><strong>Networking opportunities<\/strong>: These marketers will gain exclusive access to network with their peers, discuss best practices and find ways to overcome their day-to-day challenges.<\/li>\r\n\t<li><strong>Partnership with our product team<\/strong>: As power users of Iterable, our Marketing Masters will be able to participate in early access and beta programs and dive deep into the product roadmap to influence where we go next.<\/li>\r\n<\/ul>\r\n<h4>How can I get involved in the Marketing Masters program?<\/h4>\r\n<p>If you want to be considered for the Marketing Masters, class of 2021, we\u2019ll be opening up submissions in the coming months, so keep an eye out in the <a href=\"http:\/\/community.iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a> for details on how you can apply.<\/p>\r\n<p>If you\u2019re an Iterable customer and would like to chat with these superstars and learn more about how they\u2019re crushing the marketing game, head to the <a href=\"http:\/\/community.iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a>\u00a0and join the conversation.<br \/>\r\n\u00a0<br \/>\r\nNot an Iterable customer yet? That\u2019s okay! Stay up-to-date on the latest Iterable news, campaigns, and content by following us on social media. We\u2019re @Iterable. You\u2019ll find us on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>, <a href=\"https:\/\/twitter.com\/iterable?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>,\u00a0 <a href=\"https:\/\/www.facebook.com\/Iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> and <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>.<\/p>\r\n<p>To keep up with our Marketing Masters program, search #MarketingMasters on social. We\u2019ll be spotlighting the members on our social platforms in a new series we\u2019re calling Marketing Masters Monday, starting next week. Stay tuned!<\/p>","post_title":"Introducing Iterable\u2019s Marketing Masters, Class of 2020","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-masters-class-2020","to_ping":"","pinged":"","post_modified":"2020-08-06 08:20:25","post_modified_gmt":"2020-08-06 15:20:25","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10385","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/marketing-masters-class-2020\/"},{"ID":10367,"post_author":"7","post_date":"2020-08-05 08:55:38","post_date_gmt":"2020-08-05 15:55:38","post_content":"<p>A phrase I\u2019ve heard over and over again in my career has been, \u201cThe way people shop and buy has fundamentally changed.\u201d That\u2019s never been more true than it is right now. Especially as many of us figure out how to work from home in the best way, or juggle parenting, or try to cut our own hair, or (mostly) shop online.<\/p>\r\n<p>As marketers, it\u2019s important to understand how buyer behavior is changing and put <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathy at the heart of all our campaigns<\/a> and messaging. With many of us spending the majority of our time at home now, likely caught in an infinite scroll of content on our phones, this month we have four exciting product updates that tie into the themes of mobile and analytics.<\/p>\r\n<p>Let\u2019s jump right in.<\/p>\r\n<h3>Now Available: July 2020 Product Updates<\/h3>\r\n<h4>1. Integrate Iterable with your React Native app<\/h4>\r\n<p>With most consumers using their phone for <a href=\"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four hours a day<\/a>, the importance of a mobile app cannot be overstated. Rather than create a native app for all the different platforms that exist, like iOS and Android, your development team can use React Native to easily build one beautiful app that works across platforms\u2014which benefits marketers, too.\u00a0<\/p>\r\n<p>If you\u2019ve ever had to wait for a campaign to go live because your app was in an approval process, then you know it can be frustrating. With React Native, new versions of your app can be deployed as needed, which means that any campaigns or app changes can go-live exactly when you need them to.\u00a0<\/p>\r\n<p>Want to learn more about Iterable\u2019s support for React Native? Read this post on <a href=\"https:\/\/iterable.com\/blog\/why-engineers-love-react-native\/\" target=\"_blank\" rel=\"noopener noreferrer\">Why Engineers Love React Native (And You Should Too)<\/a>.<\/p>\r\n<h4>2. Easily update deep links within Iterable<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/iterable-appsflyer-complete-attribution-solution\/\" target=\"_blank\" rel=\"noopener noreferrer\">Deep Linking<\/a> is a powerful method of sending a user to a specific part, or screen, within your app from another source\u2014like an email or push notification. It\u2019s a significantly better user experience than having a user open your app\u2019s home page and hope they find their way to a specific screen.<\/p>\r\n<p>Not only does deep linking reduce friction in the user experience, but it also improves conversion rates. According to a <a href=\"https:\/\/impact.com\/marketing-intelligence\/break-down-barriers-to-in-app-deep-links-and-close-the-deal\/\" target=\"_blank\" rel=\"noopener noreferrer\">study by Impact<\/a>, deep linking conversion rates were up to 3x higher than mobile web when used.\u00a0<\/p>\r\n<p>Within Iterable, you can now easily configure these deep links from the user interface by uploading an Apple App Site Association (AASA) file, or an assetlinks.json file for Android, that will enable you to build deep links into any of your mobile-focused campaigns for higher conversion rates, and a delightful customer experience.<\/p>\r\n<p>Want to find out more about how to deploy deep linking in Iterable? <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002651226\" target=\"_blank\" rel=\"noopener noreferrer\">Read our documentation<\/a>.<\/p>\r\n<h4>3. Measure deeper conversion metrics across channels<\/h4>\r\n<p>We\u2019ve added two new metrics to the Iterable platform to better depict your campaign performance: total custom conversions and unique sends. These metrics will be specific to the channels that you are using, like Unique <strong>Email<\/strong> Sends, and Conversions from Unique <strong>In-App<\/strong> Sends.<\/p>\r\n<p>These metrics are designed to help easily prove the value of your campaigns, without the time it takes to manually calculate data.<\/p>\r\n<p>For more information on each unique metric available, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/213805923\" target=\"_blank\" rel=\"noopener noreferrer\">see all the definitions<\/a>.<\/p>\r\n<h4>4. Export reports into CSV and combine with business data<\/h4>\r\n<p>Flexibility in reporting is important, because every company is different in its business needs. One minute you\u2019re building out a workflow, and the next your boss urgently needs a graph of the latest campaign performance.\u00a0<\/p>\r\n<p>It\u2019s a difficult balance to strike\u2014and that\u2019s why we\u2019ve made it easy to export any reports from Iterable as a CSV so you can build visualizations or integrate it with other business data for deeper insights.<\/p>\r\n<p>For more information on CSV exports, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360015669872\" target=\"_blank\" rel=\"noopener noreferrer\">check out our documentation<\/a>.<\/p>\r\n<h3>July 2020: Gaining Mobile Momentum\u00a0<\/h3>\r\n<p>There\u2019s never been a time where mobile has been more important than now, which is why mobile enhancements, analytics and reporting have been huge themes here at Iterable this past month, but stay tuned as fall approaches, as there are many more exciting announcements to come.\u00a0<\/p>\r\n<p>If you have any questions on July\u2019s product updates, please reach out to your Iterable CSM or contact <a href=\"mailto:support@iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">support@iterable.com<\/a> with any questions.<\/p>","post_title":"Iterable's Latest Product Updates: July 2020","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"latest-product-updates-july-2020","to_ping":"","pinged":"","post_modified":"2020-08-05 08:55:38","post_modified_gmt":"2020-08-05 15:55:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10367","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/latest-product-updates-july-2020\/"},{"ID":10354,"post_author":"7","post_date":"2020-08-04 07:11:35","post_date_gmt":"2020-08-04 14:11:35","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/5-questions-ask-before-communicating-during-crisis\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll look at loyalty and rewards.<\/em><\/p>\r\n<p>Are you taking your brand\u2019s best customers for granted?<\/p>\r\n<p>As marketers, it\u2019s too easy to focus our resources on <a href=\"https:\/\/www.shopify.com\/blog\/customer-acquisition\" target=\"_blank\" rel=\"noopener noreferrer\">acquiring new customers<\/a> or <a href=\"https:\/\/www.profitwell.com\/blog\/how-b2b-and-b2c-companies-solve-churn-for-different-customers\" target=\"_blank\" rel=\"noopener noreferrer\">reducing churn<\/a>.<\/p>\r\n<p>Because it also means your loyal fans\u2014the ones who choose to spend their hard-earned money with your brand over and over\u2014may not be getting the exclusive experience they deserve.<\/p>\r\n<p>That\u2019s why we're going to focus on <strong>loyalty and rewards<\/strong> for this next edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to understand why a successful loyalty or rewards program is more than an exclusive discount, and three ways to gamify customer rewards with cross-channel messaging.<\/p>\r\n<p>As an introduction, let's discuss the five principles you need to create a brand community and increase customer loyalty.<\/p>\r\n<h3>The Five Principles You Need to Create a Brand Community<\/h3>\r\n<p>When author Charles Vogl revealed how he successfully hosted a weekly dinner party for five years in <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\"><em>The Art of Community<\/em><\/a>, it surprised him at how many leaders approached him afterward to help them do the same.<\/p>\r\n<p>Yet, his definition of what a community entails didn\u2019t align with a for-profit organization\u2019s need to make money and satisfy shareholders.<\/p>\r\n<p>So alongside <a href=\"https:\/\/www.amazon.com\/gp\/product\/B07Y3V1J8M\/ref=dbs_a_def_rwt_hsch_vapi_tkin_p1_i1\" target=\"_blank\" rel=\"noopener noreferrer\">author Carrie Melissa Jones<\/a>, the two of them created the <strong>brand community<\/strong> concept, which \u201caspires to serve both its members and at least one organizational (brand) goal.\u201d<\/p>\r\n<p>Jones and Vogl go on to further define the <strong>brand community<\/strong> by stating the following:<\/p>\r\n<blockquote>\r\n<p><em>\u201cReal communities are made up of relationships...although they may include transactionals, they are never purely transactional. They include generosity, at least the kind where we help others without calculating the return on investment (ROI) for sending a card, answering a timely question, or holding a door open for a stranger coming in from the cold...community relationships transcend transaction.\u201d\u00a0<\/em><\/p>\r\n<\/blockquote>\r\n<p>While the generosity examples listed above may work for a brick-and-mortar business, doing the same online starts to get complicated.<\/p>\r\n<p>Luckily, a designated loyalty and rewards campaign can communicate the same intentions of generosity, provided that they follow some of the Principles of Belonging that <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\">Vogl outlines his first book<\/a>.<\/p>\r\n<p>There are technically seven principles, but we at Iterable find that only five of them translate over to a marketing campaign.<\/p>\r\n<p>They are:<\/p>\r\n<ol>\r\n\t<li>The Boundary Principle<\/li>\r\n\t<li>The Initiation Principle<\/li>\r\n\t<li>The Rituals Principle<\/li>\r\n\t<li>The Temple Principle<\/li>\r\n\t<li>The Inner Rings Principle<\/li>\r\n<\/ol>\r\n<p>Let\u2019s break them down, one by one.<\/p>\r\n<h4>1. The Boundary Principle<\/h4>\r\n<p>The first part of building any community is to create a <strong>boundary<\/strong>. To do this, a brand must determine a set of criteria on who is eligible to join your loyalty or rewards program and who isn\u2019t.<\/p>\r\n<p>For your B2C brand, that criteria could be a first-time purchase.<\/p>\r\n<p>Or it can be an application process, like in the email example below from PayPal debit Mastercard.<\/p>\r\n\r\n[caption id=\"attachment_10359\" align=\"alignnone\" width=\"686\"]<img class=\"wp-image-10359 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-1-PayPal.png\" alt=\"PayPal Mastercard email\" width=\"686\" height=\"1114\" \/> <em>Online payment processor PayPal invites their business customers to receive 1% cashback if they apply for its debit Mastercard.<\/em>[\/caption]\r\n\r\n<p>In this scenario, PayPal sends this email to business owners interested in 1% cashback on eligible purchases. The boundary used is the online form that requests specific information, like a birthdate and a social security number.<\/p>\r\n<p>It\u2019s unlikely that every customer you interact with is going to join your loyalty or rewards program. Therefore, it\u2019s helpful to determine who your ideal customer segment is for a loyalty or rewards program, create a boundary like an application or a first-time purchase, and invite selected individuals to join accordingly.<\/p>\r\n<h4>2. The Initiation Principle<\/h4>\r\n<p>Once a customer joins your loyalty or rewards program, now comes the initiation. The customer has successfully crossed over the boundary and is now officially a member of the brand community.<\/p>\r\n<p>While an initiation can be as simple as a loyalty-specific <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome<\/a> or <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding email campaign<\/a>, author Charles Vogl states that <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\">the most impactful initiations include a ritual that comes with symbols and tokens<\/a>.<\/p>\r\n<p>For instance, let\u2019s examine how Seattle-based PCC Community Markets initiates new members to their food co-op.<\/p>\r\n<p>It\u2019s important to note that PCC Community Markets is open to the public. However, PCC states in their mission that <a href=\"https:\/\/www.pccmarkets.com\/about\/how-our-co-op-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">they exist to serve the members of the local community<\/a>. If a frequent shopper chooses to cross the boundary and pay a one-time $60 fee, they start to accrue an annual dividend.<\/p>\r\n<p>Once a new member joins, the below email example is sent with instructions on tracking their earnings.<\/p>\r\n\r\n[caption id=\"attachment_10360\" align=\"alignnone\" width=\"702\"]<img class=\"wp-image-10360 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-2-PCC-1.png\" alt=\"PCC loyalty email\" width=\"702\" height=\"1124\" \/> <em>Local grocery store PCC Community Markets sends a welcome email to new members of their co-op.<\/em>[\/caption]\r\n\r\n<p>While a phone number can be used to track purchases made in-store or via Instacart, PCC also makes a point to mail new members a physical membership card.<\/p>\r\n\r\n[caption id=\"attachment_10361\" align=\"alignnone\" width=\"544\"]<img class=\"wp-image-10361 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-3-PCC-2.png\" alt=\"PCC loyalty card\" width=\"544\" height=\"358\" \/> <em>Local grocery store PCC Community Markets mails a physical membership to new co-op members.<\/em>[\/caption]\r\n\r\n<p>Not only is it inexpensive for the brand to send a physical card, but it also serves as a <strong>token of initiation<\/strong> to the loyal customer who has crossed over the boundary to join the community.<\/p>\r\n<h4>3. The Rituals Principle<\/h4>\r\n<p>After initiation has taken place, now comes the part where brands excel: creating and celebrating at least one <strong>ritual<\/strong>, otherwise known as \u201ca practice that marks a specific time or event as special or important.\u201d<\/p>\r\n<p>An example of a ritual for your family can be eating turkey on Thanksgiving or serving cake on a birthday. But for your brand, a ritual could be a <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer milestone<\/a> or a regularly occurring event, like a yearly sale.<\/p>\r\n<p>For instance, outdoor retailer REI hosts its anniversary sale every spring. The public is free to shop there, but REI co-op members get a first look at the merchandise and receive exclusive coupons.<\/p>\r\n\r\n[caption id=\"attachment_10362\" align=\"alignnone\" width=\"398\"]<img class=\"wp-image-10362 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-4-REI.png\" alt=\"REI loyalty email\" width=\"398\" height=\"1342\" \/> <em>Outdoor retailer REI emails its co-op members a sneak peek at the upcoming Anniversary Sale, accompanied with exclusive coupons.<\/em>[\/caption]\r\n\r\n<p>Inviting co-op members to view the anniversary sale merchandise before the public accomplishes the two following things:\u00a0<\/p>\r\n<ol>\r\n\t<li>Alerts new members that this sale is an event or ritual to look forward to every year<\/li>\r\n\t<li>Rewards existing members for their continued loyalty and patronage<\/li>\r\n<\/ol>\r\n<h4>4. The Temple Principle<\/h4>\r\n<p>Every community must have a gathering place of sorts, otherwise known as a temple. Temples are important to communities because it is where like-minded members can talk to each other and share their values.<\/p>\r\n<p>For e-commerce-only brands, this gathering place could be an online forum or chat room. For retailers with a physical storefront, they can encourage their customers to visit a nearby location to view new inventory or attend an exclusive event.<\/p>\r\n<p>But let\u2019s say your brand is a restaurant, like the email sent below from fast-casual chain Bahama Breeze.<\/p>\r\n<p><img class=\"alignnone wp-image-10365 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-5-Bahama-Breeze.png\" alt=\"Bahama Breeze island favorites email\" width=\"722\" height=\"1256\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-10363 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-5-Bahama.png\" alt=\"Bahama Breeze coupon\" width=\"726\" height=\"1094\" \/><\/p>\r\n<p><i>Fast-casual dining chain Bahama Breeze emails an exclusive coupon to its Island Insiders to use towards their next dine-in visit.<\/i><\/p>\r\n<p>Typically, Bahama Breeze offers an Island Insiders loyalty program for new customers, in exchange for a coupon on their next dine-in visit. However, with the restrictions placed on restaurants and other brick-and-mortar businesses during the <a href=\"https:\/\/www.cdc.gov\/coronavirus\/2019-ncov\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">COVID-19 outbreak<\/a>, brands need to evolve and adapt.<\/p>\r\n<p>It may seem impossible to encourage customers to gather at a physical location while also complying with government social distancing guidelines. But one way to fulfill the temple principle would be to offer extra perks and rewards to loyalty program members who pick up products via curbside instead of utilizing a delivery service.<\/p>\r\n<h4>5. The Inner Rings Principle<\/h4>\r\n<p>Last but not least, a thriving brand community needs to have an inner ring, which are the tiers or levels in a loyalty or rewards program. Without an inner ring, members won\u2019t know how to progress their relationship with the community, or get rewarded for their status.<\/p>\r\n<p>In the case of candy retailer Sugarfina, they define a set of points between 0-500 that a rewards member can achieve within the year.<\/p>\r\n\r\n[caption id=\"attachment_10364\" align=\"alignnone\" width=\"542\"]<img class=\"wp-image-10364 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-6-Sugarfina.png\" alt=\"Sugarfina rewards email\" width=\"542\" height=\"792\" \/> <em>Candy retailer Sugarfina uses email to notify a rewards member of their current points status so far this year.<\/em>[\/caption]\r\n\r\n<p>As a rewards member collects more points, the type of rewards they receive changes. For instance, Sugarfina states above that a customer needs at least 100 points or more to start receiving invitations to exclusive events.<\/p>\r\n<p>According to Charles Vogl, <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\">having an inner ring as part of your brand community<\/a> is essential because:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe all aspire to belong to prestigious inner rings, perhaps not just for authority and respect but for new ways to participate and contribute.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>To Sum It All Up<\/h3>\r\n<p>Setting up a loyalty or rewards program for your best customers is a no-brainer for any marketer.<\/p>\r\n<p>However, it\u2019s more than just tracking what they spend or giving an exclusive discount\u2014it\u2019s creating a brand community.<\/p>\r\n<p>We at Iterable recommend using some or all of Charles Vogl\u2019s Principles of Belonging when creating your loyalty program and marketing campaigns.<\/p>\r\n<p>The principles are:<\/p>\r\n<ol>\r\n\t<li>The Boundary Principle<\/li>\r\n\t<li>The Initiation Principle<\/li>\r\n\t<li>The Rituals Principle<\/li>\r\n\t<li>The Temple Principle<\/li>\r\n\t<li>The Inner Rings Principle<\/li>\r\n<\/ol>\r\n<p>And if your brand has a mobile app or wants to experiment with other cross-channel mediums, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to learn how to utilize text messaging (SMS), in-app messaging and mobile push notifications.<\/p>\r\n<p>Now that you have the skills and knowledge to create an engaging loyalty and rewards campaign, what are you going to do to make sure your best customers aren\u2019t taken for granted?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-full wp-image-10355\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Unboxing_Loyalty-Rewards_CTA_banner-620x240-1.png\" alt=\"Get the Guide: Unboxing Loyalty and Rewards Campaigns\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"The 5 Principles of Building Customer Loyalty","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-principles-building-customer-loyalty","to_ping":"","pinged":"","post_modified":"2020-08-04 07:11:35","post_modified_gmt":"2020-08-04 14:11:35","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10354","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/"},{"ID":9844,"post_author":"60","post_date":"2020-08-02 06:14:15","post_date_gmt":"2020-08-02 13:14:15","post_content":"<p>Today, 91% of consumers are more likely to shop with brands who provide <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/#45b8c3d02a94\">relevant offers or recommendations<\/a>. Yet few marketers leverage their data to create more meaningful, individualised conversations with their customers. In our joint Masterclass with Sparkpost we'll discuss how customers want to be reached, and how you can leverage data and technology to personalise their journey.\u00a0<\/p>\r\n<p><strong>In this session we dive into:<\/strong><\/p>\r\n<ul>\r\n\t<li>Which messages resonate most with your customers<\/li>\r\n\t<li>Driving acquisition and customer loyalty<\/li>\r\n\t<li>The 4 Levels of Personalization<\/li>\r\n<\/ul>","post_title":"Customer Data and The Fundamentals of Personalisation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"customer-data-and-the-fundamentals-of-personalisation","to_ping":"","pinged":"","post_modified":"2020-08-02 06:14:15","post_modified_gmt":"2020-08-02 13:14:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=9844","menu_order":14,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/customer-data-and-the-fundamentals-of-personalisation\/"},{"ID":10196,"post_author":"7","post_date":"2020-07-30 08:20:41","post_date_gmt":"2020-07-30 15:20:41","post_content":"<p>In March, we released a list of <a href=\"https:\/\/iterable.com\/blog\/iterable-self-isolation-keeping-entertained\/\" target=\"_blank\" rel=\"noopener noreferrer\">what's keeping us entertained<\/a> during self-isolation, which featured tons of recommendations of great TV shows, movies, podcasts, books and more that our team was enjoying.<\/p>\r\n<p>But let's be frank: Few of us knew exactly what this pandemic had in store for us. It goes without saying, but COVID-19 is still wreaking havoc around the world, and our lives will be forever changed because of it.<\/p>\r\n<p>No one rang in the new year thinking 2020 was going to turn out like this, but let's face it\u2014we're in this for the long haul. So if you've already read what's on your nightstand or gone through your Netflix queue, then we're here to help.<\/p>\r\n<p>Read on for more entertainment recommendations so you can stay home and stay healthy.<\/p>\r\n<h3>Iterable's Entertainment Recommendations for the Long Haul<\/h3>\r\n<p>Coronavirus doesn't mess around, and neither do we. While it's important to practice <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6686003329522388992\" target=\"_blank\" rel=\"noopener noreferrer\">Balance<\/a> with safe, socially distanced outdoor activities, we also believe in achieving Balance by firmly planting yourself on your couch.<\/p>\r\n<p>Now's the time to invest in that 500-page novel, that long-running podcast, those six-seasons-and-a-movie, so we asked the folks at Iterable to share what they're loving during the lockdown.<\/p>\r\n<p>Check out our suggestions, and follow us on social so you can add your favorites to our list!<\/p>\r\n<h4>TV Shows<\/h4>\r\n<p>While everyone else is talking fall previews, here are our tried-and-true TV shows that are guaranteed to keep you binging for months on end:<\/p>\r\n<ul>\r\n\t<li><strong>For the daring detective<\/strong>: \"Bosch\" (2014-present, 60-episode crime drama from Amazon Prime)<\/li>\r\n\t<li><strong>For the time traveler<\/strong>: \"Dark\" (2017-2020, 26-episode sci-fi thriller from Netflix)<\/li>\r\n\t<li><strong>For the funny philosopher<\/strong>: \"The Good Place\" (2016-2020, 53-episode fantasy comedy from NBC)<\/li>\r\n\t<li><strong>For the city slicker stuck in a small town<\/strong>: \"Schitt's Creek\" (2015-2020, 80-episode sitcom from CBC)<\/li>\r\n\t<li><strong>For the fab and fierce<\/strong>: \"RuPaul's Drag Race\" (2009-present, 159-episode reality series from Logo TV and VH1)<\/li>\r\n\t<li><strong>For those who miss their coworkers<\/strong>: \"Parks and Recreation\" (2009-2015, 126-episode sitcom from NBC)<\/li>\r\n\t<li><strong>For those who like the rise and fall<\/strong>: \"Breaking Bad\" (2008-2013, 62-episode crime drama from AMC)<\/li>\r\n\t<li><strong>For those with A LOT of free time<\/strong>: \"Supernatural\" (2005-present, 320-episode fantasy drama from The WB)<\/li>\r\n\t<li><strong>For the angsty teen at heart<\/strong>: \"Buffy the Vampire Slayer\" (1997-2003, 144-episode supernatural drama from The WB)<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone wp-image-10253 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_TV-Shows.png\" alt=\"TV quotes by Alyssa Jarrett and Justin Tulk\" width=\"600\" height=\"760\" \/><\/p>\r\n<h4>Movies<\/h4>\r\n<p>Yes, we're sad that <a href=\"https:\/\/apnews.com\/91886f59e9a9397625c8112a1cd52d30\" target=\"_blank\" rel=\"noopener noreferrer\">\"Tenet\" got postponed<\/a>, but you can still enjoy these lesser-known and lower-budget gems from the comfort of your own home:<\/p>\r\n<ul>\r\n\t<li><strong>Time-loop rom-com<\/strong>: \"Palm Springs\" (2020)<\/li>\r\n\t<li><strong>Indie adventure comedy<\/strong>: \"The Peanut Butter Falcon\" (2019)<\/li>\r\n\t<li><strong>Oakland dramedy<\/strong>: \"Blindspotting\" (2018)<\/li>\r\n\t<li><strong>Desi documentary<\/strong>: \"A Suitable Girl\" (2017)<\/li>\r\n\t<li><strong>Japanese zombie comedy<\/strong>: \"One Cut of the Dead\" (2017)<\/li>\r\n\t<li><strong>Neo-noir<\/strong>: \"Inherent Vice\" (2014)<\/li>\r\n\t<li><strong>San Francisco counter-culture<\/strong>: \"The Institute\" (2013)<\/li>\r\n\t<li><strong>British sci-fi comedy horror<\/strong>: \"Attack the Block\" (2011)<\/li>\r\n\t<li><strong>Kiwi romantic comedy<\/strong>: \"Eagle vs. Shark\" (2007)<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-10255\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_Movies.png\" alt=\"Movie quote from Adam Brauer\" width=\"600\" height=\"425\" \/><\/p>\r\n<h4>Podcasts<\/h4>\r\n<p>10-minute news recaps are still nice, of course, but nowadays, you may be looking for deeper dives to add to your podcast library:<\/p>\r\n<ul>\r\n\t<li><strong>Women and finance<\/strong>: \u201cCoffee &amp; Coin\u201d by Factora<\/li>\r\n\t<li><strong>Women and culture<\/strong>: \"Call Your Girlfriend\" hosted by Aminatou Sow and Ann Friedman and produced by Gina Delvac<\/li>\r\n\t<li><strong>Native American culture<\/strong>: \"All My Relations\" hosted by Matika Wilbur and Adrienne Keene<\/li>\r\n\t<li><strong>Strange news<\/strong>: \"Bananas\" hosted by Kurt Braunohler and Scotty Landes and produced by Exactly Right Media<\/li>\r\n\t<li><strong>Business<\/strong>: \"Brought to you by...\" hosted by Charlie Herman and produced by Business Insider; \"Spectacular Failures\" hosted by Lauren Ober and produced by American Public Media<\/li>\r\n\t<li><strong>Food<\/strong>: \"Home Cooking\" hosted by Samin Nosrat and Hrishikesh Hirway<\/li>\r\n\t<li><strong>Design<\/strong>: \"99% Invisible\" hosted by Roman Mars<\/li>\r\n\t<li><strong>Queer Eye curiosity<\/strong>: \"Getting Curious with Jonathan Van Ness,\" hosted by Jonathan Van Ness and produced by Earwolf<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-10256\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_Podcasts.png\" alt=\"Podcast quotes from Ginny Tonkin and Lynette Busby\" width=\"600\" height=\"730\" \/><\/p>\r\n<h4>Books<\/h4>\r\n<p>Those books on your TBR list that can double as paperweights? It's time to pick up those hefty page-turners to survive the winter:<\/p>\r\n<ul>\r\n\t<li><strong>For the YA enthusiast<\/strong>: \"The Ballad of Songbirds and Snakes\" by Suzanne Collins (2020, 517 pages)<\/li>\r\n\t<li><strong>For the fantasy fan<\/strong>: \"The City We Became\" by N.K. Jemisin (2020, 437 pages)<\/li>\r\n\t<li><strong>For the market-maker<\/strong>: \"Capital and Ideology\" by Thomas Piketty (2019, 1,104 pages)<\/li>\r\n\t<li><strong>For the Greek mythology maven<\/strong>: \"Circe\" by Madeline Miller (2018, 393 pages)<\/li>\r\n\t<li><strong>For the avid art lover<\/strong>: \"The Goldfinch\" by Donna Tartt (2013, 771 pages)<\/li>\r\n\t<li><strong>For the epic reader of epics<\/strong>: \"The Eye of the World\" by Robert Jordan (1990, 814 pages)<\/li>\r\n\t<li><strong>For the captain of the high seas<\/strong>: \"Master and Commander\" by Patrick O'Brian (1970, 464 pages)<\/li>\r\n\t<li><strong>For readers of Great American Novels<\/strong>: \"Invisible Man\" by Ralph Ellison (1952, 581 pages)<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone wp-image-10258 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_Books.png\" alt=\"Entertainment recommendations: Book quotes from David Chen, Amanda Matthiessen and Natalie White\" width=\"600\" height=\"1245\" \/><\/p>\r\n<h3>All Done Already?<\/h3>\r\n<p>In case all these entertainment recommendations aren't enough to sate your appetite, then don\u2019t forget to check out Iterable\u2019s own <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">resources<\/a>.<\/p>\r\n<p>We have an extensive library of <a href=\"https:\/\/iterable.com\/resources\/?term=whitepaper&amp;t=Whitepapers\" target=\"_blank\" rel=\"noopener noreferrer\">whitepapers<\/a>, <a href=\"https:\/\/iterable.com\/resources\/?term=webinar&amp;t=Webinars\" target=\"_blank\" rel=\"noopener noreferrer\">webinars<\/a>, <a href=\"https:\/\/iterable.com\/resources\/?term=video&amp;t=Videos\" target=\"_blank\" rel=\"noopener noreferrer\">videos<\/a>, <a href=\"https:\/\/iterable.com\/resources\/?term=case-study&amp;t=Case%20Studies\" target=\"_blank\" rel=\"noopener noreferrer\">case studies<\/a>, <a href=\"https:\/\/iterable.com\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog posts<\/a> and <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">teardowns<\/a> to keep your marketing mind sharp.\u00a0<\/p>\r\n<p>We're in this for the long haul, so stay happy and healthy at home, from all of us at Iterable!<\/p>","post_title":"More Entertainment Recommendations for the Long Haul","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"entertainment-recommendations-long-haul","to_ping":"","pinged":"","post_modified":"2020-07-30 08:20:41","post_modified_gmt":"2020-07-30 15:20:41","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10196","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/entertainment-recommendations-long-haul\/"},{"ID":10204,"post_author":"7","post_date":"2020-07-28 09:34:06","post_date_gmt":"2020-07-28 16:34:06","post_content":"<p><em><a href=\"http:\/\/www.denaviary.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Den Aviary<\/a>, headquartered in Chicago, is a leading digital marketing agency with expertise in strategy, data-driven analytics, marketing technology, and a heritage in email marketing and CRM.<\/em><\/p>\r\n<p><em>Read their guest contribution to the Iterable blog to learn what their experts recommend when you're ready to restart your email marketing operations.<\/em><\/p>\r\n<p>Unemployment rates are <a href=\"https:\/\/www.bls.gov\/charts\/employment-situation\/civilian-unemployment-rate.htm\" target=\"_blank\" rel=\"noopener noreferrer\">slowly decreasing<\/a>, retail is <a href=\"https:\/\/www.wsj.com\/articles\/us-retail-sales-report-data-june-2020-11594846181\" target=\"_blank\" rel=\"noopener noreferrer\">showing signs of life<\/a> and people everywhere are ready to enjoy what\u2019s left of their summer.<\/p>\r\n<p>In some places, especially outside of the United States, we\u2019re starting to see encouraging glimpses of getting back to how things used to be, but are we truly nearing the return of \u201cbusiness as usual\u201d (or at least as usual as it could ever get)?\u00a0<\/p>\r\n<p>Only time will tell, and as smart marketers, it\u2019s in our best interest to not only pay attention to the signs, but also start putting in some groundwork now to be ahead of the curve.\u00a0<\/p>\r\n<p>So what exactly does that mean for your email marketing operations?<\/p>\r\n<h3>Email Marketing Operations: Ready, Set, Reset<\/h3>\r\n<p>If you haven\u2019t started thinking about how to communicate your brand equity once standard operating procedures resume, start now. Here are some tips we recommend:<\/p>\r\n<ul>\r\n\t<li>Be <strong>thoughtful with your communications<\/strong> and pay attention to what your competitors are doing.<\/li>\r\n\t<li><strong>Don\u2019t make big, broad changes<\/strong> to creative, content, volume, or frequency. Make small changes over time and continue to increment as testing dictates.<\/li>\r\n\t<li><strong>Keep an eye on your signals<\/strong>:\r\n\r\n<ul>\r\n\t<li>How is your deliverability and how are ISPs responding?<\/li>\r\n\t<li>How is your messaging resonating with your best customers and your less active customers?<\/li>\r\n\t<li>Who should you ultimately be emailing?<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li>If your email marketing goals and success metrics are focused on retention, <strong>don\u2019t forget to consider acquisition<\/strong> as well.<\/li>\r\n\t<li>As always, <strong>measure your results<\/strong> and learn for future communications.<\/li>\r\n<\/ul>\r\n<p>When we all first started to understand what we were truly dealing with during a pandemic, it was an easy call to lay low and not send out messages that could be misconstrued as callous or tasteless.<\/p>\r\n<p>We made a point to our clients early on that it wasn\u2019t about whether or not they used coronavirus-related language in their messages, it was about whether or not their customers expected them to talk about the pandemic in <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">a way that was relevant<\/a>.\u00a0<\/p>\r\n<p>And that point is still true today as things are starting to shift\u2014your brand should have a point-of-view on how to safely and responsibly resume business functions.<\/p>\r\n<p>As you\u2019re layering that point-of-view into your email messaging, keep a watchful eye on how users are engaging (or not) and build out your testing accordingly.<\/p>\r\n<p>Remember that a disciplined, data-driven approach is what got you here, and it\u2019ll help get you through these troubled times as well.<\/p>\r\n<h3>A Quick Note on Deliverability<\/h3>\r\n<p>So, let\u2019s also talk about email deliverability and why you need to think more about it as <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">you ramp your email volume back up<\/a>.<\/p>\r\n<p>As a refresher, your deliverability is the measurement of overall program reputation\u2014your ability to maintain high inbox rates and take preventive action based on signals from the ISPs.<\/p>\r\n<p>Deliverability has always been a major issue for brands, due to a high rate of fraudulent emails, and the ISPs simply are taking precautions to protect their customers.<\/p>\r\n<p>The onus is squarely on the brands to make certain that their messages deserve to be delivered to the inbox; meaning that if users are engaged, messages will be delivered at higher rates.\u00a0<\/p>\r\n<p>We\u2019ve already started to see higher levels of engagement for our clients, particularly from users that were always showing high engagement. Increasing your volume should be done in increments, and always with an eye on engagement, lest you fall into a bad situation with one or more of the ISPs.<\/p>\r\n<h3>Now Back to Marketing<\/h3>\r\n<p>What about the way we speak to our customers? The tone you\u2019re using is absolutely a factor.\u00a0<\/p>\r\n<p>Here are marketing tips to keep in mind during these tumultuous times:<\/p>\r\n<ul>\r\n\t<li>What is relevant this week can change the next, and back again. A <strong>willingness to adapt<\/strong>, move quickly and grow will help as our circumstances evolve.<\/li>\r\n\t<li><strong>Sensitivity is paramount<\/strong>. Be thoughtful about your customers\u2019 needs and be comfortable with addressing them in situations where it makes sense to.<\/li>\r\n\t<li>Adopt a <strong>\u201cservice over sales\u201d approach<\/strong> to avoid sounding insincere or self-centered.<\/li>\r\n\t<li><strong>Provide service with resources<\/strong>, discounts, suspended fees, free shipping or great content. Focus on the things your customers will care about.<\/li>\r\n\t<li><strong>Examine every message<\/strong>\u2014including promotional, automated and recurring campaigns\u2014for relevancy, tone, usefulness and service<\/li>\r\n<\/ul>\r\n<p>In terms of your audience, it\u2019s good to be mindful of how the pandemic has changed the makeup of your best customers. Just about everyone was forced into a different way of engaging content, researching, shopping for goods and, well, existing.<\/p>\r\n<p>What changes have you seen with your user base? Do you know how to adapt?<\/p>\r\n<ul>\r\n\t<li>Remember\u2014consumer behavior has changed, but that doesn\u2019t mean you should take drastic action on re-engagement. Don\u2019t mark your \u201cused-to-be-actives\u201d as inactive. Just because they are not interacting with your content today does not mean they are truly detached from your brand.<\/li>\r\n\t<li>The changing social and economic environment requires us to view active and inactive recipients through a different lens, so don\u2019t take a lack of engagement personally. Instead, focus on providing value however possible.<\/li>\r\n<\/ul>\r\n<h3>Final Thoughts on Restarting Your Email Marketing Operations<\/h3>\r\n<p>So here we are! Regardless of which signals you\u2019re looking to for guidance on when to evolve your email marketing programs, here\u2019s a summary of what I\u2019m recommending for you once the time is right:<\/p>\r\n<ol>\r\n\t<li><strong>Be thoughtful about ramping up<\/strong> your send frequency \/ weekly volume as operations resume.<\/li>\r\n\t<li><strong>Know your specific success measures<\/strong>, whether you\u2019re most concerned about email engagement (open\/click), sender reputation, inbox rates, unsubscribe rates, and spam complaints.<\/li>\r\n\t<li><strong>Make small changes at a time<\/strong>, whether volume, frequency, or content.<\/li>\r\n\t<li><strong>Listen to your customers<\/strong> and react based on their engagement. Always be relevant.<\/li>\r\n\t<li><strong>Consider the tone of your emails<\/strong> (and don\u2019t forget to evaluate your automated and triggered messages).<\/li>\r\n\t<li><strong>Be conscious of your most active customers<\/strong> and those that have become less active during this time.<\/li>\r\n<\/ol>\r\n<p>To learn more about how Den Aviary can help with restarting your email marketing operations, <a href=\"mailto:info@denaviary.com\" target=\"_blank\" rel=\"noopener noreferrer\">send us a note<\/a>. Happy messaging!<\/p>","post_title":"Ready to Restart Your Email Marketing Operations?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ready-restart-email-marketing-operations","to_ping":"","pinged":"","post_modified":"2020-07-28 09:34:06","post_modified_gmt":"2020-07-28 16:34:06","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10204","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/ready-restart-email-marketing-operations\/"},{"ID":10100,"post_author":"7","post_date":"2020-07-23 14:15:44","post_date_gmt":"2020-07-23 21:15:44","post_content":"<p><em><a href=\"https:\/\/phiture.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Phiture<\/a>, headquartered in Berlin, is a multi-award-winning mobile growth consultancy working with the teams behind leading apps. Using the company's industry-acclaimed Mobile Growth Stack as a strategic framework, the Phiture team offers four key services: App Store Optimization, Apple Search Ads, User Retention services and Growth Consulting.<\/em><\/p>\r\n<p><em>Read on to learn their three key reasons behind a lack of cohesion between email and mobile channels, and how to integrate them.<\/em><\/p>\r\n<p>Mobile is now a crucial medium for consumers to interact with brands. <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/technology-media-and-telecommunications\/articles\/global-mobile-consumer-survey-us-edition.html\" target=\"_blank\" rel=\"noopener noreferrer\">A recent survey<\/a> showed that we check our phone more than 50 times a day, if not constantly. For marketers, it\u2019s easy to look at this data and understand just how important mobile channels are for reaching your users.<\/p>\r\n<p>But what about other channels?<\/p>\r\n<p>Although mobile channels are very effective and have their advantages, email continues to be a steady foundation for all marketers. Consider the following, for instance: according to a 2014 <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Co study<\/a>, email marketing is still 40 times more effective at reaching your target consumer than Twitter or Facebook.<\/p>\r\n<p>Combined with the fact that over <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">60% of the emails are also now opened on mobile devices<\/a>, creating a seamless cross-channel experience is a top priority for marketers.<\/p>\r\n<p>But marketers working with both avenues often lack the right cross-channel integration. One thing we\u2019ve noticed at Phiture is that there\u2019s a huge gap between email and mobile campaigns.<\/p>\r\n<p>Effectively, they\u2019re out of sync: Many companies struggle with siloed teams working in separate worlds, using real-time user data to inform their email content and strategy.<\/p>\r\n<blockquote>\r\n<p><strong>Instead of cross-channel integration, we tend to see multi-channel disintegration.<\/strong><\/p>\r\n<\/blockquote>\r\n<p>In lieu of treating these as separate channels, companies should think about the cross-channel interaction with their users, establishing a relationship between them that is seamless and targets the user in the right way.<\/p>\r\n<p>This article focuses on some of the key strategies we would recommend to teams and companies facing this disjunction between channels.<\/p>\r\n<h3>The Parallel Universe of Email and Mobile<\/h3>\r\n<p>A comprehensive study by <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a>, which studied 30 apps across five verticals, showed that despite users already having downloaded the app, almost a quarter of companies (23%) included a \u201cdownload the app\u201d prompt in their email campaigns, and only 20% of companies had a cart or browse abandonment campaign.<\/p>\r\n\r\n[caption id=\"attachment_10178\" align=\"alignnone\" width=\"176\"]<img class=\"wp-image-10178 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-1.png\" alt=\"HelloFresh email\" width=\"176\" height=\"604\" \/> <em>HelloFresh\u2019s new customer email promotes an already-installed app.<\/em>[\/caption]\r\n\r\n<p>Consider the following example from HelloFresh. It\u2019s a confirmation email from an order placed with the app. The company promotes downloading the app in the bottom part of the email\u2014yet it\u2019s obvious that any user receiving this email <em>already has the app installed<\/em>.<\/p>\r\n<p>The bottom part of the email is valuable space to either upsell add-ons or re-route the user to another channel. Instead, it\u2019s a blank spot on the canvas.<\/p>\r\n<p>The same example also illustrates lack of data syncing. The default app language should be in English; the email, however, is in German. Moreover, the email is asking the user to review recipes that they have already reviewed previously in English.<\/p>\r\n\r\n[caption id=\"attachment_10179\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-10179 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-2.png\" alt=\"HelloFresh language error\" width=\"936\" height=\"530\" \/> <em>Keep track of user behavior across channels to ensure proper personalization, including language.<\/em>[\/caption]\r\n\r\n<p>The disjunction is clear: Email doesn\u2019t know what\u2019s going on in the mobile ecosystem; they\u2019re effectively working in two different worlds where both channels are not synced properly. It\u2019s also a waste of a touchpoint.<\/p>\r\n<p>We\u2019re not here to single out any particular brand, because this email is just one example of how companies are currently struggling to make sure that email and other channels work in a harmonious and cohesive manner for the customer.<\/p>\r\n<p>But what are the main causes behind the lack of cohesion between the channels? At Phiture, we\u2019ve identified three key reasons:<\/p>\r\n<ol>\r\n\t<li><strong>Brands have robust email and mobile programs, but the teams are siloed<\/strong>. At its core, many teams face organizational issues between mobile teams and email teams. Email teams don\u2019t know the mobile onboarding series; mobile teams don\u2019t know the email series. There\u2019s a lack of cross-functionality, and both tend to work independently of one another.<\/li>\r\n\t<li><strong>Brands that don\u2019t necessarily have siloed teams often have data accessibility issues<\/strong>. It\u2019s a question of data integration: If you can\u2019t pass the data on, then it makes it way harder to have teams in sync. Many teams do not have the right processes in place to share a single source of truth of the data, making it virtually impossible to create a seamless cross-channel experience.<\/li>\r\n\t<li><strong>Brands that are new to either mobile or email as a channel leave one of the channels underutilized and thus leave a lot of untapped value on the table<\/strong>. Many app-based companies have huge mobile teams, and very small email teams. This organizational structure is particularly evident in companies that are mobile-first, and haven\u2019t explored email as a legitimate channel. As illustrated in the next section with the <a href=\"https:\/\/phiture.com\/success-stories\/burner-casestudy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Burner use case<\/a>, it\u2019s a question of real estate.<\/li>\r\n<\/ol>\r\n<h3>The Real Estate Debate<\/h3>\r\n<p>Another common challenge for mobile-first companies is the lack of real estate with mobile channels.<\/p>\r\n<p>Consider the example of Burner, a privacy app that does not need you to create an account to use the service. The app prompts users to give their email address so that they can learn more about how to get the most out of the product.<\/p>\r\n<p>In the case of Burner, educating users is crucial for them to acclimate to the app and its functionality.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10180\" align=\"alignnone\" width=\"232\"]<img class=\"wp-image-10180 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-3.png\" alt=\"Burner email popup\" width=\"232\" height=\"414\" \/> <em>Burner's in-app message prompts users to enter their email addresses to join the community.<\/em>[\/caption]\r\n\r\n<p>Push notifications don\u2019t offer enough space to fully educate users, despite offering more real estate than in the past with images and interactivity.<\/p>\r\n<p>The same goes for in-app messages, which could disrupt the user flow when not triggered at the right moment.<\/p>\r\n<p>Cue email: It works as a great channel resource, with more space for offers and multiple CTAs.\u00a0<\/p>\r\n<p>The case of Burner illustrates a mobile-first app that is now using email to inform and educate customers on its essential features that increase retention and engagement.<\/p>\r\n<p>If you\u2019re a mobile app that hasn\u2019t quite integrated email as a prime channel, there\u2019s always time to create the right infrastructure in place to facilitate cross-channel campaigns.<\/p>\r\n<p>The question is how.<\/p>\r\n<h3>How to Integrate Both Channels<\/h3>\r\n<p>Lack of cross-channel integration may seem like one of those <em>big<\/em> issues from both a managerial\/optimization perspective. So, too, does allotting the right real estate between both channels.<\/p>\r\n<p>But for companies dealing with siloed teams, there are a few simple steps that companies can take to integrate both email and mobile to create a seamless user experience.<\/p>\r\n<h4>1. Begin at square one<\/h4>\r\n<p>Map out customer journeys with both mobile and email teams, and understand the top three to five key user actions that both teams would benefit from.<\/p>\r\n<p>Touchpoints are crucial here: Having a <a href=\"https:\/\/www.oberlo.com\/blog\/email-marketing-statistics\" target=\"_blank\" rel=\"noopener noreferrer\">great onboarding flow, for instance, is absolutely essential<\/a>, and should be a combination of pushes as well as emails that trigger both user actions and \u201caha\u201d moments.<\/p>\r\n<p>Take a look at the graphic below.<\/p>\r\n\r\n[caption id=\"attachment_10181\" align=\"alignnone\" width=\"910\"]<img class=\"wp-image-10181 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-4.png\" alt=\"Phiture email and mobile team sync framework\" width=\"910\" height=\"518\" \/> <em>A checklist like this aligns email and mobile teams. (Source: Phiture)<\/em>[\/caption]\r\n\r\n<h4>2. Data as a single source of truth<\/h4>\r\n<p>Make sure to have <a href=\"https:\/\/phiture.com\/taxonomy-spreadsheet\" target=\"_blank\" rel=\"noopener noreferrer\">documentation of your taxonomy<\/a> for CRM platforms so that both teams understand what are some of the user information that can be used in their campaigns (see graphic below).<\/p>\r\n\r\n[caption id=\"attachment_10182\" align=\"alignnone\" width=\"858\"]<img class=\"wp-image-10182 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-5.png\" alt=\"Phiture's taxonomy and deeplinks document\" width=\"858\" height=\"488\" \/> <em>A template like this keeps events and triggers organized. (Source: Phiture)<\/em>[\/caption]\r\n\r\n<p>The same goes for any other important source of data worth sharing between both teams. The more you can share between both teams, the better.<\/p>\r\n<h4>3. The regular sync<\/h4>\r\n<p>One of the most crucial elements is to simply sync both teams through communication.<\/p>\r\n<p>A regular sync on projects and performance is easy to implement: Depending on team sizes, a quarterly or monthly meeting is a great start to increase alignment (see graphic below).<\/p>\r\n\r\n[caption id=\"attachment_10183\" align=\"alignnone\" width=\"912\"]<img class=\"wp-image-10183 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-6.png\" alt=\"Phiture's meeting agenda for email and mobile teams\" width=\"912\" height=\"522\" \/> <em>Keep all teams on track with detailed agendas for each meeting (Source: Phiture).<\/em>[\/caption]\r\n\r\n<p>It\u2019s important to make sure that regular syncs lead to key, common action points that both email and mobile teams can work on concomitantly.<\/p>\r\n<h3>Key Takeaways:<\/h3>\r\n<ul>\r\n\t<li>\u00a0Companies often work with email or mobile first, and instead of cross-channel integration, you see multi-channel disintegration.<\/li>\r\n\t<li>As a result, there\u2019s a huge gap between email and mobile. They\u2019re not in sync; there are no touchpoints.<\/li>\r\n\t<li>Brands are often siloed in terms of organization, don\u2019t have the right shared data channels, and often emphasize one channel over the other.<\/li>\r\n\t<li>Real estate is important, too. Understanding how emails can amplify and optimize a campaign can also lead to increased metrics. This is especially true for mobile-first apps.<\/li>\r\n\t<li>Instead of treating email and mobile as separate channels, companies should think about the cross-channel interaction with their users. They should establish a relationship between them that is seamless and targets the user in the right way.<\/li>\r\n\t<li>Integrating cross-functionality through regular syncs, data taxonomy, and shared goals can avoid silos and help create a seamless cross-channel experience.<\/li>\r\n<\/ul>\r\n<p>We at Phiture work with a lot of clients across different verticals, to assist and deliver such seamless experiences. Want to learn more? Check out what we do and our <a href=\"https:\/\/phiture.com\/success-stories\/\" target=\"_blank\" rel=\"noopener noreferrer\">success stories<\/a> with some of our clients.<\/p>","post_title":"Why Email and Mobile Are Siloed (And How to Fix It)","post_excerpt":"The experts at Phiture reveal the three key reasons behind a lack of cohesion between email and mobile channels, and how to integrate them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-email-and-mobile-siloed","to_ping":"","pinged":"","post_modified":"2020-07-23 14:15:44","post_modified_gmt":"2020-07-23 21:15:44","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10100","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/why-email-and-mobile-siloed\/"},{"ID":10061,"post_author":"10","post_date":"2020-07-21 14:17:31","post_date_gmt":"2020-07-21 21:17:31","post_content":"<p>Let's face it, we live on our phones. They\u2019re in our pockets, on our desks, next to our beds and generally with us throughout the day. Case in point, we\u2019re looking at our phones nearly <a href=\"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four hours a day<\/a>, one-sixth of <em>each and every<\/em> <em>day<\/em>.<\/p>\r\n<p>That instant ability to complete tasks, connect with friends, or simply entertain ourselves at a moment's notice is practically second nature at this point.<\/p>\r\n<p>As such, mobile marketers need to meet consumer demand with equal speed and agility. At the push of a (user's) button, real-time campaigns and personalized content experiences should launch.<\/p>\r\n<p>For marketers to accomplish this, we have to make sure that we\u2019re staying in tune with consumers and the evolution of technologies impacting them. To go even further, we need to learn about the underlying code framework powering our mobile applications.<\/p>\r\n<p>Today, we\u2019re diving into the implications of app development using the React Native framework.<\/p>\r\n<h3>Introduction to React Native<\/h3>\r\n<p>Your mobile development teams are likely aware of the benefits of developing your brand\u2019s app in React Native, but not all marketers share that same level of insight.<\/p>\r\n<p>We\u2019re passionate about the relationship between technologies and marketer efficacy, and understanding how <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360045714072-Overview-of-Iterable-s-React-Native-SDK-\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s own React Native SDK<\/a> can influence your mobile marketing capabilities is worth exploring.<\/p>\r\n<p>React Native is a scalable coding framework partially developed by engineers at companies like Facebook. Since its 2015 release, it has continued gaining popularity. Since then, it has been widely adopted across industries by both major brands like <a href=\"https:\/\/eng.uber.com\/ubereats-react-native\/\" target=\"_blank\" rel=\"noopener noreferrer\">Uber<\/a>, <a href=\"https:\/\/medium.com\/walmartlabs\/react-native-at-walmartlabs-cdd140589560\" target=\"_blank\" rel=\"noopener noreferrer\">Walmart<\/a>, and Tesla, as well as high-growth startups.<\/p>\r\n<h3>WIIFM (What's In It For Marketers)<\/h3>\r\n<p>There are plenty of reasons why dev teams turn to React Native. Most notably, we\u2019re highlighting a key technology strength that applies directly to a common need of all marketers: time-to-market.<\/p>\r\n<p>As a well-documented, widely-used and reusable framework, it offers agility to marketers facing the daunting \u201cwhat if\u201d scenarios we encounter:<\/p>\r\n<ul>\r\n\t<li>What if there\u2019s a bug that needs to be urgently addressed and communicated?<\/li>\r\n\t<li>What if there\u2019s a new market trend we must adapt to quickly?<\/li>\r\n<\/ul>\r\n<p>Success means not only reacting to and addressing these scenarios, but also continuing to grow our businesses. The answers to these questions lie in React Native and its ability to ensure downtime avoidance, minimize customer impact, and continue meeting disturbance-free customer demands even in the face of those dreaded \u201cwhat if\u2019s.\u201d<\/p>\r\n<p>And what, exactly, does this framework mean to marketers? Here are two primary advantages.<\/p>\r\n<h4><strong>1. Less Waiting, More Sending<\/strong><\/h4>\r\n<p>React Native provides the ability to code once and run that code on both iOS and Android.<\/p>\r\n<p>Meaning, if your team is looking at new solutions, you\u2019ve effectively cut your time-to-value in half, because your engineering team only needs to focus on one set of code.<\/p>\r\n<p>The sooner your engineering team can react, the sooner your marketing team can respond!<\/p>\r\n<h4><strong>2. Zero Downtime<\/strong>\u00a0<\/h4>\r\n<p>With React Native, your engineering team can do what\u2019s called an OTA (Over The Air) code push. OTA pushes let your team update your app behind-the-scenes without your users even knowing.<\/p>\r\n<p>Silently fix errors and roll out new campaigns without missing a beat\u2014we won't tell!<\/p>\r\n<p>Native code, on the other hand, requires working through the App Store's approval processes to changes as minor as updating a single line of code. Instead of awaiting the downstream campaign and experiment impacts while that update is processed, React Native offers marketing data continuity.<\/p>\r\n<h3>Developing With Experience In Mind<\/h3>\r\n<p>When consulting both customers and prospects across retail, e-commerce, finance, streaming, and more, one of the most common bottlenecks we've seen when launching new mobile experiences or expanding mobile marketing campaigns is developer bandwidth.<\/p>\r\n<p>With <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360045714072\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s React Native SDK<\/a>, your developers can update once and deploy everywhere\u2014and as a marketer, you're able to easily run campaigns and capitalize on the out-of-the-box benefits React Native has to offer.<\/p>\r\n<p>Stepping back, we know that every marketing team is different. Organizations vary immensely across objectives, size, capabilities, and so many other variables. The Iterable team recognizes that there are multiple ways to provide amazing customer experiences on mobile\u2014whether that\u2019s over your own native code or our React Native SDK.<\/p>\r\n<p>React Native is simply another one of our offerings geared toward strengthening the relationship between marketers and developers. We want to empower all teams to work efficiently, quickly, and most importantly, collaboratively. We\u2019re committed to continually developing our mobile technologies so you can up your own customer experience ante.<\/p>\r\n<p>Not yet part of the Iterable community? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sign up for a custom demo<\/a> to see how our React Native capabilities can change your mobile marketing experience.<\/p>","post_title":"Why Your Engineers Love React Native (And You Should Too)","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-engineers-love-react-native","to_ping":"","pinged":"","post_modified":"2020-07-21 14:17:31","post_modified_gmt":"2020-07-21 21:17:31","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10061","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/why-engineers-love-react-native\/"},{"ID":9847,"post_author":"43","post_date":"2020-07-21 14:11:35","post_date_gmt":"2020-07-21 21:11:35","post_content":"<p>Chocolate chip cookie or snickerdoodle? Email or push notification? Whether it\u2019s understanding and leveraging your customers\u2019 preferences in content or sending the right message at the right time through the right channel, these decisions all play a role in curating a unique customer experience.<\/p>\r\n<p>Join Rachael Romeo from Tiff\u2019s Treats to learn how they\u2019ve doubled down on cross-channel personalization to build and nurture customer relationships (in spite of the tricky consumer landscape). Rachel Cowlishaw from Movable Ink will discuss how marketers can drive agility and adapt their strategies to create sophisticated, consistent cross-channel experiences that deliver results.<\/p>\r\n<p><strong>In this session, we will cover through the lens of personalization:<\/strong><\/p>\r\n<ul>\r\n\t<li>Creating a sense of anticipation and an element of surprise<\/li>\r\n\t<li>Building long term loyalty<\/li>\r\n\t<li>Expanding and adapting your strategy to be hyper-relevant<\/li>\r\n<\/ul>","post_title":"Personalized Customer Experiences: Your Recipe for Sweet Success","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalized-customer-experiences-your-recipe-for-sweet-success","to_ping":"","pinged":"","post_modified":"2020-08-10 14:41:23","post_modified_gmt":"2020-08-10 21:41:23","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=9847","menu_order":12,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/personalized-customer-experiences-your-recipe-for-sweet-success\/"},{"ID":10037,"post_author":"35","post_date":"2020-07-21 10:35:12","post_date_gmt":"2020-07-21 17:35:12","post_content":"<p>Chances are, over the last few months inside due to coronavirus shelter-in-place restrictions, you\u2019ve taken on some home improvement projects around the house. A small organization project to <a href=\"https:\/\/www.youtube.com\/watch?v=9AvWs2X-bEA\" target=\"_blank\" rel=\"noopener noreferrer\">spark joy<\/a>. Maybe some crafty projects to achieve a new aesthetic. Or, you could be spending hours watching \u201cHow To\u201d videos to renovate an entire room!<\/p>\r\n<p>No matter the size of the project, do-it-yourself (DIY) projects have been commonplace under COVID-19. In fact, <a href=\"https:\/\/www.marketwatch.com\/story\/home-improvement-projects-are-underway-during-covid-19-with-millennials-spending-the-most-says-bank-of-america-2020-06-24\" target=\"_blank\" rel=\"noopener noreferrer\">70% of people<\/a> have undertaken a home improvement project since February.\u00a0<\/p>\r\n<p>As we move into summer, it makes sense that these shifts in consumer behavior will continue. Americans are limited in their travel and entertainment options, so <a href=\"https:\/\/www.washingtonpost.com\/business\/2020\/05\/16\/what-you-can-do-now-plan-manage-home-renovation-once-conditions-are-right\/?arc404=true\" target=\"_blank\" rel=\"noopener noreferrer\">summer vacation budgets<\/a> are available for other uses\u2014namely, improving living conditions at home.\u00a0<\/p>\r\n<p>For companies like <a href=\"https:\/\/www.lowes.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lowe\u2019s<\/a>, <a href=\"https:\/\/www.acehardware.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ace Hardware<\/a>, and <a href=\"https:\/\/www.homedepot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Home Depot<\/a>, the influx of DIY projects opens a strong marketing opportunity: informative recommendations. It feels safe to assume the average person\u2019s carpentry skills are entry-level at best.\u00a0<\/p>\r\n<p>This is the perfect time for marketers to use behavioral data to provide tailor-made, educational recommendations to help customers succeed in their DIY endeavors.\u00a0<\/p>\r\n<p>In late April, we signed up for cross-channel marketing communications from the three previously mentioned hardware and home improvement brands to see how they have adapted their messaging to the new living situations for their customers.\u00a0<\/p>\r\n<p>Overall, these brands have done well to connect at a human level while adapting to the lifestyle changes of their customers, but opportunities for improvement still exist.<\/p>\r\n<p>Keep reading to find out just a few ways brands can take advantage of new opportunities.<\/p>\r\n<h3>The COVID Response<\/h3>\r\n<p>Before home improvement brands jumped into recommendations to improve DIY projects, there had to be an acceptance and recognition of the environmental shift taking place thanks to COVID-19.\u00a0<\/p>\r\n<p>Much like how grocery stores had to <a href=\"https:\/\/iterable.com\/blog\/grocery-shopping-under-covid-19-have-marketers-delivered\/\" target=\"_blank\" rel=\"noopener noreferrer\">lay out their plans<\/a> to keep customers and employees safe, home improvement retailers had to explain their new operating procedures.<\/p>\r\n<p>Shortly after downloading The Home Depot app, users are greeted with a description of the curbside pickup process, including a call-to-action (CTA) button leading to additional resources to learn more.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10038\" align=\"alignnone\" width=\"473\"]<img class=\"wp-image-10038 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/IMG_2702-e1595276906390-473x1024.png\" alt=\"Home Depot Curbside Pickup\" width=\"473\" height=\"1024\" \/> <em>These are complex times. Make it as easy for customers to shop as possible.<\/em>[\/caption]\r\n\r\n<p>Lowe\u2019s took a slightly different approach by letting users seek out updates rather than devoting content blocks to their plans and procedures.<\/p>\r\n<p>Each of the company\u2019s emails came with a header linking to its newsroom where customers can find more information.<\/p>\r\n\r\n[caption id=\"attachment_10039\" align=\"alignnone\" width=\"448\"]<img class=\"size-full wp-image-10039\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.35.02-PM.png\" alt=\"Home Improvement COVID-19 Procedures\" width=\"448\" height=\"780\" \/> <em>With pandemic responses changing near-daily, it\u2019s essential to have an update hub for users to reference.<\/em>[\/caption]\r\n\r\n<p>Ace Hardware also used its email header space to inform customers of the various ways to retrieve purchases.<\/p>\r\n\r\n[caption id=\"attachment_10040\" align=\"alignnone\" width=\"602\"]<img class=\"size-full wp-image-10040\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.13.57-PM.png\" alt=\"Ace Hardware COVID-19 Purchase Options\" width=\"602\" height=\"494\" \/> <em>Giving customers options helps inform a more personalized journey.<\/em>[\/caption]\r\n\r\n<p>By using an in-app message or hyperlinked header, these brands are educating customers about new procedures, while simultaneously collecting data that informs future lifecycle stages.\u00a0<\/p>\r\n<p>Let\u2019s take the Ace Hardware example, for instance. The icons for the different purchase options all direct straight to the main website. If each icon were to have its own parameters, for example, Ace Hardware\u2019s marketers would then be empowered to use this information to tailor messaging at the individual level, helping users make the most of their preferred purchasing method.\u00a0<\/p>\r\n<p>Small adjustments like these can not only improve the effectiveness of the campaign you\u2019re currently running, but also enhance the connections that future campaigns make between your brand and your customers.<\/p>\r\n<h3>Providing a Helping Hand for DIY Projects<\/h3>\r\n<p>Despite the changing environment, home improvement brands are able to continue promotions, but with a slight tweak in focus.\u00a0<\/p>\r\n<p>Consumers across the world are staying inside as often as possible. The home is now an office, a gym, a restaurant, and a source of comfort all at once. And home improvement marketers have used this increased time spent indoors to inform their messaging.\u00a0<\/p>\r\n<p>Lowe\u2019s opted for the more optimistic approach, prompting customers to make the most of the situation.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10042\" align=\"alignnone\" width=\"451\"]<img class=\"size-full wp-image-10042\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.26.36-PM.png\" alt=\"Home Improvement DIY Messaging\" width=\"451\" height=\"781\" \/> <em>Leading with optimism in a tough time can be motivating for customers.<\/em>[\/caption]\r\n\r\n<p>Meanwhile, Ace Hardware offered a variety of resources to make adding a fresh coat of paint a bit easier.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10043\" align=\"alignnone\" width=\"452\"]<img class=\"size-full wp-image-10043\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.29.39-PM.png\" alt=\"DIY Recommendations\" width=\"452\" height=\"597\" \/> <em>By focusing on a certain project like painting, Ace Hardware found a way to introduce a new tool\u2014the Visualizer.<\/em>[\/caption]\r\n\r\n<p>DIY jobs can be difficult. And for many homeowners, the list of potential tasks is so long it can be daunting. The bathroom needs a new coat of paint. The garage needs some new shelves. The molding is chipping away. If they\u2019re nitpicking, the list could never end.\u00a0<\/p>\r\n<p>The Home Depot attempted to remedy this problem by sending a mobile inbox message to spark inspiration for where to start.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10044\" align=\"alignnone\" width=\"473\"]<img class=\"wp-image-10044 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/IMG_2754-473x1024.png\" alt=\"Home Improvement Mobile Inbox\" width=\"473\" height=\"1024\" \/> <em>Talking to your customers like a person, not a potential purchase, goes a long way in endearing them to your brand.<\/em>[\/caption]\r\n\r\n<p>At this point, marketers open up a world of opportunities for personalization. By providing the starting point in a choose-your-own-adventure style, the stage is set for an individualized campaign.\u00a0<\/p>\r\n<p>For example, if we were to start looking at paint options at Ace Hardware, the company\u2019s follow-up messages could include more information about color principles while providing recommendations for related projects, like wood finishing for outdoor items.\u00a0<\/p>\r\n<p>Lowe\u2019s started opening a choose-your-own-adventure customer journey by providing recommendations in their cart abandonment emails. We had looked at a chainsaw and received recommendations for a leaf-blowing and weed-clearing kit, an outdoor speaker, and a pole saw.<\/p>\r\n<p>While the speaker might be hard to hear over all of that machinery, the idea that we could easily complete our sets to upgrade our gardening game is well presented.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10045\" align=\"alignnone\" width=\"476\"]<img class=\"size-full wp-image-10045\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.50.13-PM.png\" alt=\"Lowes Cart Abandonment\" width=\"476\" height=\"797\" \/> <em>Act on user behavior. Let them know you\u2019re paying attention.<\/em>[\/caption]\r\n\r\n<p>Recommendations for DIY projects are great <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-sell and upsell<\/a> opportunities, as they can easily be categorized into use cases like paint, carpentry, garden, etc.<\/p>\r\n<p>In this process, marketers can create a journey that informs the customer and offers related products that might have otherwise been missed.<\/p>\r\n<h3>A Home Improvement DIY Recommendation Engine<\/h3>\r\n<p>A recommendation is a sign of life from a brand. It\u2019s a way to show that there is someone on the other side paying attention to the customer and looking out for their best interests.\u00a0<\/p>\r\n<p>The good news is you don\u2019t have to come up with these recommendations on the fly. <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360033214932-Catalog-Overview\" target=\"_blank\" rel=\"noopener noreferrer\">There are tools<\/a> out there to keep track of your customized content collections to generate highly personalized recommendations in real time.\u00a0<\/p>\r\n<p>Sometimes there are so many possible ways to find products that it helps to hold the customer\u2019s hand to help them find the right path. For retailers that rely on DIY projects, this hand-holding could be the difference in turning a house into a home.\u00a0\u00a0<\/p>\r\n<p><em>Curious about creating your own data-rich recommendations for customers? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> today or check out how <a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt used Iterable\u2019s Catalog<\/a> to make camping a personalized experience.\u00a0<\/em><\/p>","post_title":"Our DIY Recommendations for Home Improvement Marketers","post_excerpt":"We signed up for cross-channel marketing communications from three home improvement brands to see how they have adapted their messaging to life under COVID.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"home-improvement-marketing-diy-recommendations","to_ping":"","pinged":"","post_modified":"2020-07-21 10:35:12","post_modified_gmt":"2020-07-21 17:35:12","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=10037","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/home-improvement-marketing-diy-recommendations\/"},{"ID":9750,"post_author":"35","post_date":"2020-07-15 09:58:07","post_date_gmt":"2020-07-15 16:58:07","post_content":"<p>Grocery shopping during COVID-19 has adopted a sort of choreography. Each move working in tandem for the safety of ourselves and those around us. Write a list, grab your mask, keep six feet apart, stick to the list, no dilly-dallying. Even online shopping has undergone changes with new procedures in place for contact-less deliveries to keep customers and drivers safe.<\/p>\r\n<p>It\u2019s a lot to remember when fulfilling a task that has for so long been absolutely vital, but simultaneously mundane in its repetition.<\/p>\r\n<p>Needless to say, with these new concerns, grocery shopping under COVID-19 restrictions has altered the grocery industry in potentially permanent ways.<\/p>\r\n<p>We recently took a look at how marketers at grocery brands like <a href=\"https:\/\/www.safeway.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Safeway<\/a>, <a href=\"https:\/\/www.kroger.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kroger<\/a>, and <a href=\"https:\/\/www.publix.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Publix<\/a> have adapted to keep customers at ease while communicating how their organizations are working to simplify the shopping experience for everyone.<\/p>\r\n<p>Whether or not you're working in this industry, all marketers can learn from these insights on how to pivot their own companies' messaging and put empathy at the forefront.<\/p>\r\n<h3>The Grocery Industry as It Stands Now<\/h3>\r\n<p>First and foremost, consumer behavior has changed. Prior to the coronavirus outbreak, shoppers <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">averaged 2.7 trips weekly<\/a> to 4.1 different stores. After the outbreak, the frequency jumped to 3.6 trips per week, but 40% of shoppers limited the number of stores they visited.<\/p>\r\n<p>The increased time that more members of households are spending at home has also altered the makeup of a typical week of groceries. Forced <a href=\"https:\/\/www.nrn.com\/fast-casual\/early-look-impact-coronavirus-restaurant-sales\" target=\"_blank\" rel=\"noopener noreferrer\">restaurant closures<\/a> have significantly impacted how much the average consumer eats out, meaning more meals are being made at home.<\/p>\r\n<p>Consequently, grocery budgets <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">jumped 33%<\/a> before leveling out, albeit still at a higher rate than before COVID-19.<\/p>\r\n<p>The change, however, that is most likely to stick is the surge of online grocery shopping. While studies had shown online shopping to be increasing in the food retail industry, coronavirus restrictions have <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">expedited this growth substantially<\/a>.<\/p>\r\n<p>In March 2020, food and beverage took over as the <a href=\"https:\/\/www.emarketer.com\/content\/five-charts-how-coronavirus-has-impacted-digital-grocery\" target=\"_blank\" rel=\"noopener noreferrer\">second-most likely product<\/a> for consumers to buy online. Online grocery shopping as a <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">percentage of all grocery spending<\/a> has risen to 27.9% in March and April of 2020\u2014up from 10.5% in 2019 and 14.5% in February 2020.<\/p>\r\n<p>It\u2019s no guarantee that shoppers will continue to utilize online options for their grocery needs when restrictions are lifted, but this experience could lead to more consumers opting for the convenience of delivery or curbside pickup moving forward.<\/p>\r\n<h3>Marketing Grocery Shopping Under COVID-19<\/h3>\r\n<p>So, where does this all leave the consumer-brand relationship amidst an unprecedented set of operating procedures? And how have grocery chains altered their marketing strategies to fit changing demands?<\/p>\r\n<p>For one, cleanliness now <a href=\"https:\/\/cstoredecisions.com\/2020\/04\/17\/new-research-identifies-key-trends-in-grocery-shopping-behavior-amid-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">reigns as the top priority<\/a> for consumers considering a grocery store. As laid out above, there are a host of considerations shoppers take before venturing out of their homes and into a busy environment.<\/p>\r\n<p>Grocery brands have had to adapt their marketing messaging to emphasize not only how seriously they are taking this situation, but also how they plan on simplifying this complex process for everyone.<\/p>\r\n<p>In late April and early May, American supermarket chains Kroger and Safeway made sure to alert their customers about their new processes and offerings.<\/p>\r\n<p>As seen below, Kroger sent a list of tips that laid out the best ways to shop while staying safe, which included information about special instructions, payment options and free shipping thresholds.<\/p>\r\n\r\n[caption id=\"attachment_9751\" align=\"alignnone\" width=\"593\"]<img class=\"size-large wp-image-9751\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.11.16-AM-593x1024.png\" alt=\"Kroger Grocery Procedures\" width=\"593\" height=\"1024\" \/> <em>In such a new shopping environment, it\u2019s important to simply lay out the new processes for customers.<\/em>[\/caption]\r\n\r\n<p><br \/>\r\nSafeway, on the other hand, maintained its brand styling by keeping this email below clean and concise, but still found a way to introduce its new contact-free delivery options.<\/p>\r\n\r\n[caption id=\"attachment_9752\" align=\"alignnone\" width=\"1004\"]<img class=\"size-large wp-image-9752\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.10.45-AM-1004x1024.png\" alt=\"Safeway Grocery Under COVID\" width=\"1004\" height=\"1024\" \/> <em>A concise message can be just as effective to keep customers updated.<\/em>[\/caption]\r\n\r\n<p>As you might expect with an essential business that is experiencing drastic increases in demand, supermarkets have seen more shelves out of stock. To fix this, grocery brands are seeking help.<\/p>\r\n<p>This year has seen a large growth in <a href=\"https:\/\/www.economicmodeling.com\/2020\/04\/21\/covid19-impact-on-grocery-stores\/\" target=\"_blank\" rel=\"noopener noreferrer\">job postings<\/a> at grocery stores. Safeway let customers know they recognize its stocking challenges and explained what the company is doing to make sure that customers can find what they need without issue.<\/p>\r\n\r\n[caption id=\"attachment_9753\" align=\"alignnone\" width=\"972\"]<img class=\"size-large wp-image-9753\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.19.15-AM-972x1024.png\" alt=\"Safeway Job Postings Under COVID-19\" width=\"972\" height=\"1024\" \/> <em>Safeway wants customers to feel taken care of for all considerations.<\/em>[\/caption]\r\n\r\n<p>For much of the time that the world has been sheltering-in-place, grocery brands have focused their marketing strategies on their delivery options, hoping to stimulate online purchases. That said, there have still been efforts to get in-store shoppers to return.<\/p>\r\n<p>Expanding store hours has been a common tactic taken by many brands to help senior citizens shop more safely. Publix, one of the largest supermarket chains in the American southeast, sent a dedicated email to this strategy to strengthen its message.<\/p>\r\n\r\n[caption id=\"attachment_9754\" align=\"alignnone\" width=\"817\"]<img class=\"size-large wp-image-9754\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.26.04-AM-817x1024.png\" alt=\"Grocery Shopping Hours During COVID\" width=\"817\" height=\"1024\" \/> <em>Some offerings warrant their own message to ensure your whole audience is paying attention.<\/em>[\/caption]\r\n\r\n<p>With restrictions changing on a semi-weekly basis, it\u2019s important for brands to keep their messaging targeted and direct. This is a crucial time to ensure all emails and other messages contain a single call-to-action (CTA) that explains procedures or restrictions in a clear manner.<\/p>\r\n<p>It\u2019s also important to stay true to your business model. While delivery has grown in popularity, the in-store experience is still crucial to the grocery industry's survival. When creating marketing campaigns, grocery brands have to weigh which aspects of their offerings to promote and when.<\/p>\r\n<p>Leveraging behavioral data to identify users that more inclined one way or the other (in-store vs. delivery) makes segmentation and personalization that much easier.<\/p>\r\n<h3>Safety and Solidarity<\/h3>\r\n<p>Like many businesses this year, grocery brands have fully adopted empathy into their marketing strategies. The customer is no longer a shopper; they are human.<\/p>\r\n<p>Kroger provided a great example during the height of the initial outbreak with both a written and video message from its CEO.<\/p>\r\n\r\n[caption id=\"attachment_9755\" align=\"alignnone\" width=\"588\"]<img class=\"size-large wp-image-9755\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.37.58-AM-588x1024.png\" alt=\"Grocery Shopping Message from the CEO\" width=\"588\" height=\"1024\" \/> <em>A direct message from an executive spokesperson can go a long way in humanizing a brand.<\/em>[\/caption]\r\n\r\n<p>Keeping the customer safe, happy, healthy, and comfortable. That\u2019s the top priority expressed by grocery brands.<\/p>\r\n<p>However, recent acts of racist violence have put a spotlight on redefining \u201csafe\u201d to go beyond health standards, and supermarket chains have addressed how they\u2019re stepping up to support the Black community.<\/p>\r\n<p>Publix heard the call for anti-racist action and sent a simple message regarding the <a href=\"https:\/\/blacklivesmatter.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Lives Matter<\/a> movement, which included \u201ca $1 million contribution to National Urban League affiliates across the Southeast.\u201d<\/p>\r\n\r\n[caption id=\"attachment_9756\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9756\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.40.15-AM-1024x510.png\" alt=\"Publix Grocery Reacts to the Black Lives Matter Movement\" width=\"1024\" height=\"510\" \/> <em>Simple. To the point. No frills. Get your message across while giving the reader the option to learn more.<\/em>[\/caption]\r\n\r\n<p>Between civil rights and the coronavirus redefining our daily lives, brands have to take public sentiment into consideration when crafting marketing campaigns.<\/p>\r\n<p>Marketers looking to address these topics must understand their customer base at a deeper level to <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">identify who needs to know what and why<\/a>.<\/p>\r\n<h3>The (Fireworks) Show Must Go On?<\/h3>\r\n<p>Although supermarkets have addressed recent events with empathy, no business is in the position to pause or cancel regular marketing programming. The summer holidays, in particular, are hugely important for grocery stores with the 4th of July alone <a href=\"https:\/\/www.grocerydive.com\/news\/americans-to-spend-67-billion-on-fourth-of-july-food\/557940\/\" target=\"_blank\" rel=\"noopener noreferrer\">accounting for over $6.5 billion in sales<\/a>.<\/p>\r\n<p>Kroger promoted its barbecue offerings for Memorial Day, Father\u2019s Day and Independence Day, while occasionally offering subtle nods to the shelter-in-place restrictions in their messaging.<\/p>\r\n\r\n[caption id=\"attachment_9757\" align=\"alignnone\" width=\"760\"]<img class=\"size-large wp-image-9757\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-11.02.52-AM-760x1024.png\" alt=\"Grocery Holiday Promotion\" width=\"760\" height=\"1024\" \/> <em>Just because the world is in utter chaos, doesn\u2019t mean consumers aren\u2019t finding time to relax.<\/em>[\/caption]\r\n\r\n<p>When it comes to promotions, it\u2019s important for marketers to not overdo it. Burnout and overload are real, especially for consumers, who <a href=\"https:\/\/www.marketingsherpa.com\/article\/chart\/how-consumers-prefer-to-receive-promotions\" target=\"_blank\" rel=\"noopener noreferrer\">prefer to be in control<\/a> of the frequency with which they receive marketing messages.<\/p>\r\n<p>Evaluate and adjust your preference center to let each customer choose when and how they interact with your brand. In doing so, brands can gain trust and strengthen relationships as subscribers will only be receiving messages that work best for their schedule and engagement preferences.<\/p>\r\n<h3>Marketing Grocery Shopping With Empathy<\/h3>\r\n<p>We\u2019ve all read the news: Coronavirus cases are still <a href=\"https:\/\/www.google.com\/search?q=coronavirus+cases&amp;oq=coronavirus+cases&amp;aqs=chrome..69i57j0l6j69i60.3307j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">rising<\/a>. We may want to talk about what grocery shopping will look like <a href=\"https:\/\/www.theatlantic.com\/technology\/archive\/2020\/04\/how-youll-shop-for-groceries-after-the-pandemic\/610135\/\" target=\"_blank\" rel=\"noopener noreferrer\">after the pandemic<\/a>, but the reality is we\u2019re here for the long haul and we\u2019re in this together.<\/p>\r\n<p>Grocery marketers have the tall task of walking customers through new shopping procedures\u2014conveying a sense of calm and comfort all while promoting their products. We\u2019ve seen time and time again that brand transparency and an <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/driving-growth-with-good-marketing-with-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathetic tone<\/a> to marketing strengthens customer loyalty.\u00a0<\/p>\r\n<p>The grocery store is a longstanding symbol of community and togetherness. Now is as good a time as any for grocery brands to foster that sense of community with personalized messaging and a few virtual air hugs.\u00a0<\/p>\r\n<p><em>Looking for more information about how best to connect with your customer base from a distance? Check out our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page. We\u2019d recommend starting with our guides on <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/driving-growth-with-good-marketing-with-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathy<\/a> and <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing during a crisis<\/a>.\u00a0<\/em><\/p>","post_title":"Grocery Shopping Under COVID-19: Have Marketers Delivered?","post_excerpt":"We took a look at how marketers at grocery brands have adapted their messaging under COVID-19 to keep customers safe and at ease.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"grocery-shopping-under-covid-19-have-marketers-delivered","to_ping":"","pinged":"","post_modified":"2020-07-28 10:18:57","post_modified_gmt":"2020-07-28 17:18:57","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9750","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/grocery-shopping-under-covid-19-have-marketers-delivered\/"},{"ID":9657,"post_author":"10","post_date":"2020-07-09 10:17:00","post_date_gmt":"2020-07-09 17:17:00","post_content":"<p>Who, what, when, where, and why\u2014commonly referred to as the \u201c5 W\u2019s,\u201d are questions whose answers possess the needed information, context and perspective for basic problem-solving. It\u2019s a painlessly simple framework for learning and lends itself perfectly to the concept of...<em>individualization.<\/em><\/p>\r\n<p>Stay with us here!<\/p>\r\n<p>Looking at individualization\u2014otherwise known as one-to-one personalization\u2014through the lens of the 5 W\u2019s ensures that your brand's marketing carefully takes your customers\u2019 past histories, present needs, and future successes into consideration.<\/p>\r\n<p>In this post, we\u2019ll explore each of the 5 W\u2019s and discuss the roles of each as part of an individualized customer experience.<\/p>\r\n<p>Let's get started.<\/p>\r\n<h3>The Why: Giving Purpose to Your Customer Experience<\/h3>\r\n<p>Just like Simon Sinek says, <a href=\"https:\/\/www.ted.com\/talks\/simon_sinek_how_great_leaders_inspire_action\/up-next?language=en\" target=\"_blank\" rel=\"noopener noreferrer\">start with the Why<\/a>. The obvious why for a business when it comes to individualization, as in, <em>\u201cWhy individualize this message<\/em>\u201d is clear: to drive a higher conversion rate. But that\u2019s a short-sighted endgame, and we can certainly hold ourselves to higher standards.<\/p>\r\n<p>Let\u2019s reframe the Why from your customer\u2019s perspective\u2014Why does this particular message matter? Why should they specifically care? Why is it enhancing their current experience?<\/p>\r\n<p>Research shows that engaged customers are worth <a href=\"https:\/\/news.gallup.com\/businessjournal\/172637\/why-customer-engagement-matters.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">23% more<\/a> than your average customer. Positive brand sentiment starts with individualized marketing\u2014with high levels of interactions and engagement, customers evolve into brand ambassadors.<\/p>\r\n<p>By answering these questions of Why upfront, we gain a deeper understanding of the intent that drives every message. Instead of putting your company first and prioritizing short-term gains, you\u2019ll instead make a stronger case for a long-term relationship.<\/p>\r\n<h5>How to Find Your Message\u2019s Why:<\/h5>\r\n<ul>\r\n\t<li>What specific value does this intended message deliver?<\/li>\r\n\t<li>How will this message move your customer\u2019s experience forward?<\/li>\r\n\t<li>What will this message do for the customer that they couldn\u2019t have done for themselves?<\/li>\r\n<\/ul>\r\n<h3>The Who: Centering the Narrative on the Individual<\/h3>\r\n<p>Every great story revolves around a primary character\u2014your marketing messages should, too. We already know that our customers desperately crave personalized attention. 91% of consumers <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">choose the brands<\/a> who <em>know<\/em> what they like. That\u2019s great news for marketers! This goal is easily attainable with the right infrastructure in place.<\/p>\r\n<p>Audience segmentation is the first tactical step toward content individualization. Carefully filtering by customer profile data yields specific audiences who are likely receptive to certain messages (e.g. new users and welcome campaigns).<\/p>\r\n<p>Like they say: \u201cPlay to your audience.\u201d This is a big step in eliminating the guesswork from content development\u2014with a specific Who in mind, you can better anticipate the characteristics, intentions and motivations of each customer and match them with relevant content.<\/p>\r\n<h5>How to Speak to Your Message\u2019s Who:<\/h5>\r\n<ul>\r\n\t<li>How will this message acknowledge who your customer is?<\/li>\r\n\t<li>What message elements will reflect your customer\u2019s needs?<\/li>\r\n\t<li>How will this message be tailored to this customer\u2019s current situation?<\/li>\r\n<\/ul>\r\n<h3>The When: Targeting the Specific Lifecycle Stage<\/h3>\r\n<p>Next, let\u2019s identify \u201cwhen\u201d your audiences will receive your message. It\u2019s easy enough to group the lifecycle stages into three distinct categories:<\/p>\r\n<ul>\r\n\t<li><strong>Activation<\/strong> - Initial stage where companies seek to activate consumer attention and interest<\/li>\r\n\t<li><strong>Nurture<\/strong> - Ongoing stage where companies nurture and engage consumers to strengthen relationships<\/li>\r\n\t<li><strong>Reactivation<\/strong> - Re-engagement stage where companies reactivate customer engagement to drive retention and loyalty.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9659\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9659 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Lifecycle-Stages_01.png\" alt=\"3 stages of the customer lifecycle\" width=\"960\" height=\"450\" \/> <em>Which stage of the lifecycle will your message be targeting?\u00a0<\/em>[\/caption]\r\n\r\n<p>Naturally, customers receive different campaigns at different stages of their journeys. These campaigns' goals should appropriately align with each stage\u2019s overarching objectives.<\/p>\r\n<p>For example, an Activation objective might include building trust so that your new customers feel confident enough to share their personal data and build out their profile\u2014this could be accomplished with a meaningful welcome campaign.<\/p>\r\n<p>Careful planning and prioritization will help your different audiences overcome their biggest stage-specific hurdles. Maybe it\u2019s an onboarding email campaign encouraging your customer to download your app\u2014personalizing the additional value they\u2019ll get from an app-enhanced experience can subsequently help you achieve your goals with less friction.<\/p>\r\n<p>It\u2019s a When-Win situation: Your customers have a better experience <em>and<\/em> progress to the next leg of their journey. The next When and the next win for your brand.<\/p>\r\n<h5>How to Target Your Message\u2019s When:<\/h5>\r\n<ul>\r\n\t<li>What do I want my customer to achieve in this stage?<\/li>\r\n\t<li>What actions must your customer take before moving to the next stage?<\/li>\r\n\t<li>Which precursory steps taken can you acknowledge?<\/li>\r\n<\/ul>\r\n<h3>The Where: Pinpointing Conversion Milestones<\/h3>\r\n<p>As mentioned above, there are friction points along the customer\u2019s When or specific lifecycle stage. We throw the term \u201cmilestone\u201d around quite a bit, but today we\u2019ll use it for contextualizing the Where\u2014the small interactions that comprise a customer's experience and build brand credibility.<\/p>\r\n<p>For example, there are multiple stages of Where you can develop during a customer\u2019s initial onboarding. Dovetailing off the example we just brought up in the previous section, just because a potential customer has now downloaded your app doesn\u2019t necessarily mean that they\u2019re ready to buy.<\/p>\r\n<p>Each lifecycle stage has a story with a beginning, middle and end. You could, for instance, break the Activation stage into three smaller phases of engagement, or Where the customer is in the story:<\/p>\r\n<ul>\r\n\t<li><strong>Discovery<\/strong> - Learning about your brand's offerings in accordance with their particular needs<\/li>\r\n\t<li><strong>Familiarization<\/strong> - Getting accustomed to your products and services while navigating your digital channels<\/li>\r\n\t<li><strong>Mastery<\/strong> - Gaining the ability to proficiently engage and a clear understanding of how your brand aligns with their needs<\/li>\r\n<\/ul>\r\n<p>Knowing exactly Where they are in relation to the story of each lifecycle stage makes content personalization much easier.<\/p>\r\n<p>It also ensures, once again, that the individualized marketing you\u2019re sending is appropriately mapped to meet customer expectations.<\/p>\r\n\r\n[caption id=\"attachment_9682\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9682 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Lifecycle-Stages_02-1.png\" alt=\"3 phases of lifecycle stage engagement\" width=\"960\" height=\"450\" \/> <em>Make sure your messages are meeting customers Where they are.<\/em>[\/caption]\r\n\r\n<h5>Identifying Your Message\u2019s Where:<\/h5>\r\n<ul>\r\n\t<li>What context do I need to properly align this message?<\/li>\r\n\t<li>What customer interactions need to happen for this message to land right?<\/li>\r\n\t<li>What\u2019s the optimal situation for the customer to receive this message?<\/li>\r\n<\/ul>\r\n<h3>The What: Delivering Meaningful Content<\/h3>\r\n<p>And, finally, we\u2019ve reached the \u201cwhat\u201d of individualization. As <a href=\"https:\/\/medium.com\/@HeathEvans\/content-is-king-essay-by-bill-gates-1996-df74552f80d9\" target=\"_blank\" rel=\"noopener noreferrer\">Bill Gates famously said<\/a>, \u201cContent is King.\u201d When most people think of individualization (and even personalization as a catch-all umbrella term) it\u2019s usually content that comes to mind first.<\/p>\r\n<p>Content is the most overt component of individualized marketing. But as we\u2019ve just pointed out, individualized content is inherently linked to so much more. Personalizing the different elements of content\u2014the copy, images, layouts, CTA, and beyond\u2014needs to have a connection to the recipient.<\/p>\r\n<p>Part of the reason we\u2019re able to do that effectively is because we\u2019ve comprehensively addressed the Why, the Who, the When, and the Where. We gathered the understanding and necessary context to create the specific What. To a degree, content itself is <em>almost always<\/em>\u00a0a result of the four other W\u2019s.<\/p>\r\n<h5>Conveying Your Message\u2019s What:<\/h5>\r\n<ul>\r\n\t<li>How can the copy and content reflect the individual?<\/li>\r\n\t<li>Which images can I use to draw attention and evoke familiarity?<\/li>\r\n\t<li>Which specific recommendations and products align with this customer\u2019s interests?<\/li>\r\n<\/ul>\r\n<h3>How Individualization Happens<\/h3>\r\n<p>To accomplish this degree of individualized marketing accuracy, you must be able to freely wield your customer data. As discussed, most\u2014if not all\u2014answers to the question of \u201cWhat should I send my customer?\u201d lives inside your customers' profiles. Now it\u2019s up to all of us to put that data to use and deliver the experiences our customers want!<\/p>\r\n<p>To learn more about Iterable\u2019s capabilities to enable individualization, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up here for a customized demo<\/a>.<\/p>","post_title":"The 5 W's of Individualization","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-5-ws-of-individualization","to_ping":"","pinged":"","post_modified":"2020-07-09 11:27:47","post_modified_gmt":"2020-07-09 18:27:47","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9657","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/"},{"ID":9662,"post_author":"35","post_date":"2020-07-08 10:02:42","post_date_gmt":"2020-07-08 17:02:42","post_content":"<p>If you're looking for mobile marketing resources, you may be overwhelmed by all the content the internet has to offer. There\u2019s simply too much of it to keep up. Where do you even start?<\/p>\r\n<p>Well, you found your way here, so clearly you have discerning taste. We hope to be your trusted source for all things cross-channel, so we've curated ten mobile marketing resources we think you'll love.<\/p>\r\n<p>This list includes everything from articles and reports to webinars and case studies. Some are a bit longer than others, but we\u2019ve broken them down by length and who they benefit the most.\u00a0\u00a0<\/p>\r\n<p>Obviously, there\u2019s a lot going on in the world right now, and we don't expect anyone to power through all these assets in one sitting. Feel free to bookmark, or save, or <a href=\"https:\/\/app.getpocket.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pocket<\/a>, or <a href=\"https:\/\/www.google.com\/search?q=one+tab&amp;oq=one+tab&amp;aqs=chrome..69i57j0l7.1007j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">OneTab<\/a> this post so you can refer back at your convenience. You can also download this list in <a href=\"https:\/\/iterable.com\/resources\/top-ten-mobile-marketing-resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">one, neat file<\/a>. Rome wasn\u2019t built in a day and neither will your mobile marketing program.\u00a0<\/p>\r\n<p>Take your time. We\u2019ll be here.<\/p>\r\n<h3>Your Essential Mobile Marketing Resource List<\/h3>\r\n<h4>1. The Inside Look at Mobile Marketing: An Iterable User Engagement Report<\/h4>\r\n<p><strong>Read Time:<\/strong> 20-30 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The curious minds. Marketers who are interested in seeing what other companies are doing with their mobile marketing. Anyone looking to add new channels or tactics to their program.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> In the first research study of its kind, we immersed ourselves in the mobile customer journeys of 30 brands across six industries to see how they incorporate mobile user behavior into their cross-channel campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the report here<\/a>.<\/p>\r\n<h4>2. Push It, Text It, Ship It: A Deep Dive into All Things Mobile Marketing<\/h4>\r\n<p><strong>Watch Time:<\/strong> ~50 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The conversationalists. Those who want to watch and listen rather than read. Marketers who want to learn more about industry trends in mobile marketing.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Iterable\u2019s marketing experts dive deep into the User Engagement Report listed above and explore its findings. Learn about what\u2019s driving mobile marketing today and get expert tips on making the best mobile campaigns across the customer lifecycle.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/webinars\/push-it-text-it-ship-it-a-deep-dive-into-all-things-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the webinar here<\/a>.<\/p>\r\n<h4>3. Expanding Reach Through More Channels With SeatGeek<\/h4>\r\n<p><strong>Read Time:<\/strong> 3 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The storytellers. Anyone who wants to understand overcoming a mobile marketing challenge from firsthand experience.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> With a diverse audience and hundreds of events happening all over the world, leading mobile-focused ticket platform <a href=\"https:\/\/seatgeek.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SeatGeek<\/a> needed a way to reach users whenever and wherever they wanted to buy and sell tickets. This case study dives into how SeatGeek approached this challenge and what the business did to consolidate and personalize its customer journey.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/seatgeek\" target=\"_blank\" rel=\"noopener noreferrer\">Read the case study here<\/a>.<\/p>\r\n<h4>4. Top 5 Strategies to Successfully Grow Your App User Base<\/h4>\r\n<p><strong>Read Time:<\/strong> 7 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The pragmatists. Marketers at brands with mobile apps who are looking to expand their reach to app users.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> The app experts at Yodel Mobile stopped by the Iterable blog to provide an introduction to organic acquisition and holistic app growth, offering up key strategies to making the most of your app.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the post here<\/a>.<\/p>\r\n<h4>5. In-App Messaging: To Infinity and Beyond<\/h4>\r\n<p><strong>Watch Time:<\/strong> 20 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The creative thinkers. Marketers looking to think outside the box to solve the challenges they face today. Anyone looking to start or expand their in-app messaging capabilities.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> <a href=\"https:\/\/uphabit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">UpHabit<\/a> founder and CEO Neil Wainwright walks you through how the company uses in-app messaging for user onboarding and engagement. By customizing the message design and using behavior-based content, they\u2019ve seen a 718% increase in subscriber conversion. Pretty good, huh?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the session here<\/a>.<\/p>\r\n<h4>6. 5 Easy(ish) Ways to Increase Mobile Engagement<\/h4>\r\n<p><strong>Watch Time:<\/strong> 25 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The innovators. Marketers who have identified cross-channel opportunities and want to find quick tips on how to get started.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> <a href=\"https:\/\/www.boxed.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Boxed<\/a> started as a mobile-first company and has since grown to blend cross-channel journeys to provide a seamless user experience. In this Activate 19 session, catch a few of the top learnings on how to drive mobile engagement that they\u2019ve picked up along the way.<\/p>\r\n<p><a href=\"https:\/\/activate.iterable.com\/sessions-recap\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the session here<\/a>.<\/p>\r\n<h4>7. The 5 Steps for a Great Mobile Preference Center<\/h4>\r\n<p><strong>Read Time:<\/strong> 6 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The supporters. Marketers who love giving their users the option to customize the content they receive. Anyone who wants to make their brand\u2019s app experience stand out.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Mobile preference centers put greater power in the hands of the user to personalize their brand experience. In this blog post, you\u2019ll find five core principles that all marketers should consider when building their mobile preference centers. Be sure to check out the rest of the <a href=\"https:\/\/iterable.com\/blog\/4-mobile-marketing-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">posts<\/a> from this <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener noreferrer\">series<\/a> for a closer look at more mobile content!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/5-steps-great-mobile-preference-center\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the post here<\/a>.<\/p>\r\n<h4>8. The 3 Truths Calm Found Through Analytics and Testing<\/h4>\r\n<p><strong>Watch Time:<\/strong> 27 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The experimentalists. Marketers who are unsatisfied with a set-it-and-forget-it attitude. If you\u2019re constantly looking at the numbers, tweaking and testing new ideas, this one\u2019s for you!<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Testing has always been a cornerstone of <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>\u2019s growth marketing strategy. Here, Calm\u2019s Head of Lifecycle Marketing shares how her team utilizes testing and the power of their marketing technology stack to iterate quickly and effectively.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the webinar here<\/a>.<\/p>\r\n<h4>9. Personalized Camping: The Dyrt Story<\/h4>\r\n<p><strong>Read Time:<\/strong> 5 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The recommenders. Those who want to help their audience find more products that fit their needs. Want to harness data to make a better experience? The Dyrt has a good story for you.<\/p>\r\n<p><strong>What\u2019s It About:\u00a0<\/strong>As the highest-rated camping app,\u00a0<a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a> knows each camper has preferences and needs. From pet-friendly spots to multi-day hikes, check out how The Dyrt is using Iterable\u2019s Catalog and mobile capabilities to build out campsite recommendations via push campaigns\u2014all while creating loyal, active users.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">Read the story here<\/a>.<\/p>\r\n<h4>10. An Introduction to Modern ESPs<\/h4>\r\n<p><strong>Read Time:<\/strong> 20-25 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The futurists. Marketers with an eye on innovation and a desire to upgrade their tech stack to one that can help them execute at scale.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Before you take the next step and select a growth marketing platform, it\u2019s vital to identify your business needs. This guide provides essential questions to ask yourself during your evaluation, so you know what to look for, and why it matters.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/an-introduction-to-modern-esps\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the guide here<\/a>.<\/p>\r\n<h3>We Want to Hear From You!<\/h3>\r\n<p>There you have it. The ten essential mobile marketing resources for every occasion. Hopefully, as you revisit this post in the days, weeks, months, years (!!) to come, you will find a new nugget of helpful information each time.\u00a0<\/p>\r\n<p>This isn\u2019t a one-sided conversation though. Nope, we want to hear from you about these assets and any that you might want to see. Let us know which ones you love the most on <a href=\"https:\/\/twitter.com\/iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>, <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>, <a href=\"https:\/\/www.facebook.com\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>, or <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>.\u00a0<\/p>\r\n<p>And if you really loved it and want to know more about how Iterable can help you achieve mobile marketing greatness, reach out to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo.<\/a><\/p>\r\n<p><em>Want to save this list of mobile marketing resources for future reference? <a href=\"https:\/\/iterable.com\/resources\/top-ten-mobile-marketing-resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the pdf version!<\/a><\/em><\/p>","post_title":"10 Must-Have Mobile Marketing Resources Just for You","post_excerpt":"For anyone trying to kick off their mobile marketing strategies or take it to the next level, we\u2019ve selected 10 mobile marketing resources you must have. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"10-must-have-mobile-marketing-resources","to_ping":"","pinged":"","post_modified":"2020-07-08 10:02:42","post_modified_gmt":"2020-07-08 17:02:42","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9662","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/10-must-have-mobile-marketing-resources\/"},{"ID":9568,"post_author":"35","post_date":"2020-07-07 09:16:52","post_date_gmt":"2020-07-07 16:16:52","post_content":"<p>How can marketers reach consumers via mobile? And by which channel? And when? And how often? The list goes on, but to put it simply, mobile marketing is about identifying the right context and messaging to engage with customers\u2014wherever they are.<\/p>\r\n<p>There are seemingly infinite ways to interact with consumers via mobile, but it\u2019s often hard to pinpoint what works best for your business\u2014the only use case that really matters.<\/p>\r\n<p>To help you out, we\u2019ve curated this list of stats. Hopefully, these data points can help you:<\/p>\r\n<ul>\r\n\t<li>Win some arguments as to why mobile marketing is worth your time and effort<\/li>\r\n\t<li>Spark ideas about new ways you can reach your customers<\/li>\r\n\t<li>Contextualize the breadth of mobile usage today<\/li>\r\n<\/ul>\r\n<p>Let's jump in!<\/p>\r\n<h3>Mobile Marketing Stats<\/h3>\r\n<h4>Mobile in General<\/h4>\r\n<ul>\r\n\t<li>There are over 2.2 million apps in the Apple App Store and 2.8 million in the Google Play Store. (Source: <a href=\"https:\/\/buildfire.com\/app-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">BuildFire<\/a>)<\/li>\r\n\t<li>Mobile app downloads in 2019 passed 110 billion. (Source: <a href=\"https:\/\/www.statista.com\/statistics\/1010716\/apple-app-store-google-play-app-downloads-forecast\/\" target=\"_blank\" rel=\"noopener noreferrer\">Statista<\/a>)<\/li>\r\n\t<li>U.S. adults spend over three hours per day on their mobile devices (Source: <a href=\"https:\/\/99firms.com\/blog\/mobile-marketing-statistics\/#gref\" target=\"_blank\" rel=\"noopener noreferrer\">99 Firms<\/a>)<\/li>\r\n\t<li>Consumers view 4x the number of products when browsing in app vs. in mobile browsers. (Source: <a href=\"https:\/\/citrusbits.com\/50-mobile-statistics-facts-and-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">CitrusBits<\/a>)<\/li>\r\n\t<li>Revenue from mobile apps is expected to reach $189 billion in 2020 (Source: <a href=\"https:\/\/www.statista.com\/topics\/1002\/mobile-app-usage\/\" target=\"_blank\" rel=\"noopener noreferrer\">Statista<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Push Notifications<\/h4>\r\n<ul>\r\n\t<li>70% of consumer brands Iterable studied in 2020 send push notifications (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>19% of these brands use images in push notifications (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>57% of these brands include emojis in their push messages (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>Push notifications have a click-through rate 7x that of email (Source: <a href=\"https:\/\/blog.e-goi.com\/infographic-push-notification\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-goi<\/a>)<\/li>\r\n<\/ul>\r\n<h4>SMS<\/h4>\r\n<ul>\r\n\t<li>Only 20% of consumer brands Iterable studied in 2020 send SMS messages (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>Texts account for roughly 8% of brands' mobile marketing messages (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>59% of adults say they have used their phone to text or call someone to discuss a purchase (Source: <a href=\"https:\/\/www.pewresearch.org\/internet\/2016\/12\/19\/online-shopping-and-purchasing-preferences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pew Research<\/a>)<\/li>\r\n\t<li>SMS engagement rates are anywhere from 6 to 8 times higher than email (Source: <a href=\"https:\/\/simpletexting.com\/all-the-text-marketing-statistics-you-need-to-know\/\" target=\"_blank\" rel=\"noopener noreferrer\">SimpleTexting<\/a>)<\/li>\r\n\t<li>50% of consumers would prefer to receive updates via SMS from a brand (Source: <a href=\"https:\/\/financesonline.com\/sms-marketing-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">FinancesOnline<\/a>)<\/li>\r\n<\/ul>\r\n<h4>In-App and Mobile Inbox<\/h4>\r\n<ul>\r\n\t<li>33% of consumer brands Iterable studied in 2020 use in-app messaging (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>80% of dating services use in-app messaging (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>Almost 90% of time spent on mobile is from app interactions (Source: <a href=\"https:\/\/makeawebsitehub.com\/mobile-marketing-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">MakeAWebsiteHub<\/a>)<\/li>\r\n\t<li>60% of emails are opened on mobile (Source: <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">EmailMonday<\/a>)<\/li>\r\n\t<li>Mobile inbox messages have an open rate of 22% (Source: <a href=\"https:\/\/www.mobilemarketer.com\/news\/study-mobile-app-inbox-messages-outperform-push-notifications\/561447\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mobile Marketer<\/a>)<\/li>\r\n<\/ul>\r\n<h3>Mobile Marketing Stats in Action<\/h3>\r\n<p>We hope these insights provide the right fuel to kickstart\u2014or improve upon\u2014your mobile marketing efforts. But what does this look like in action?<\/p>\r\n<p>It can be tough to get a sense of how consumer-facing industries are using these mobile channels to engage with their customers or even what this could look like for your own business.<\/p>\r\n<p>Bad news: We can\u2019t write out a detailed plan for every use case. Good news: We already analyzed how a handful of industries are using these channels.<\/p>\r\n<p>If the stats above aren\u2019t quite enough and you want to tackle real-life examples of mobile marketing\u2014the good, the bad, and the ugly\u2014take a peek at our latest report: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Inside Look at Mobile Marketing<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\"><img class=\"alignnone wp-image-9353 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Email-Banner_600x300.png\" alt=\"Download the Mobile Apps Report CTA\" width=\"600\" height=\"300\" \/><\/a><\/p>","post_title":"19 Eye-Opening Mobile Marketing Stats: Push, SMS and More","post_excerpt":"We've put together a list of the best mobile marketing stats for every mobile channel to help marketers contextualize their mobile marketing efforts.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"eye-opening-mobile-marketing-stats","to_ping":"","pinged":"","post_modified":"2020-07-07 09:16:52","post_modified_gmt":"2020-07-07 16:16:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9568","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/eye-opening-mobile-marketing-stats\/"},{"ID":9628,"post_author":"7","post_date":"2020-06-30 10:16:45","post_date_gmt":"2020-06-30 17:16:45","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/4-ways-upsell-and-cross-sell-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll look at emergencies and crises.<\/em><\/p>\r\n<p>It's on every marketer's mind in 2020: How do you communicate with customers during an emergency or crisis?<\/p>\r\n<p>While it'd be nice to have <a href=\"https:\/\/abc.com\/shows\/scandal\/cast\/olivia-pope\" target=\"_blank\" rel=\"noopener noreferrer\">Olivia Pope on speed dial<\/a> for a brand crisis or a <a href=\"https:\/\/www.ready.gov\/training-0\" target=\"_blank\" rel=\"noopener noreferrer\">designated business continuity team<\/a> during a global pandemic, companies don\u2019t always have that option.<\/p>\r\n<p>Yet?<\/p>\r\n<p>Growth marketers like you would love to have the confidence and skills to communicate during an emergency, so customers are happy, satisfied, and stay loyal to your brand when everything goes back to normal.<\/p>\r\n<p>This is why we\u2019re going to focus on <strong>emergency and crisis campaigns<\/strong> for this next edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to learn the differences between an emergency and a crisis, as well as how to turn lemons into lemonade with the right cross-channel messaging.<\/p>\r\n<p>As an introduction, let's talk about the one principle you should keep in mind when communicating during an emergency.<\/p>\r\n<h3>The Power of a Single Overriding Communications Objective (SOCO)<\/h3>\r\n<p>Of course, each emergency or crisis situation presents its own set of unique challenges, but customers will generally:<\/p>\r\n<ul>\r\n\t<li>Ask questions<\/li>\r\n\t<li>Prod for status updates<\/li>\r\n\t<li>Voice their disapproval at your actions<\/li>\r\n\t<li>Take out their emotions on your brand (even when you\u2019re not necessarily at fault)<\/li>\r\n<\/ul>\r\n<p>So here's a framework the <a href=\"https:\/\/www.cdc.gov\/\" target=\"_blank\" rel=\"noopener noreferrer\">Centers for Disease Control and Prevention (CDC)<\/a> uses to communicate with the public during a health emergency.<\/p>\r\n<p>It's called a <strong>Single Overriding Communications Objective (SOCO)<\/strong>.<\/p>\r\n<p>The CDC specifically uses this framework to help brief their media spokespeople for press conferences, but we at Iterable have taken the liberty of modifying the five questions for sending cross-channel marketing campaigns.<\/p>\r\n<h3>The 5 Questions to Ask Before Communicating During a Crisis<\/h3>\r\n<ol>\r\n\t<li>What is your primary message?<\/li>\r\n\t<li>What do you want your recipients to do?<\/li>\r\n\t<li>What lists or segments need to know about this?<\/li>\r\n\t<li>What facts or data points support the message?<\/li>\r\n\t<li>Who should \u201csend\u201d or be the spokesperson for this message?<\/li>\r\n<\/ol>\r\n<p>Let\u2019s break them down, one by one.<\/p>\r\n<h4>1. What is your primary message?<\/h4>\r\n<p>Determining your campaign\u2019s primary message can be hard to do in general. But it gets especially more difficult during an emergency or crisis that is rapidly changing by the minute.<\/p>\r\n<p>Maybe it\u2019s notifying your customers that your stores are open for curbside pickup during a global pandemic.<\/p>\r\n<p>Or you need to tell them that shipping times are delayed because your warehouse location is experiencing a hurricane.<\/p>\r\n<p>Whatever it is, it\u2019s important to remember that recipients are skimming, so you need to prioritize what information is most important for them to know.<\/p>\r\n<p>For example, let\u2019s take a look at the email campaign LastPass sent to users during the <a href=\"https:\/\/fortune.com\/2018\/03\/29\/myfitnesspal-password-under-armour-data-breach\/\" target=\"_blank\" rel=\"noopener noreferrer\">2018 Under Armour data breach<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_9632\" align=\"alignnone\" width=\"648\"]<img class=\"wp-image-9632 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-LastPass.png\" alt=\"LastPass Under Armour data breach crisis\" width=\"648\" height=\"994\" \/> <em>Password manager LastPass notifies customers about the Under Armour data breach.<\/em>[\/caption]\r\n\r\n<p>While LastPass does an excellent job of stating upfront that user accounts are not affected by this data breach, the primary message gets lost as the email goes into detail about:\u00a0<\/p>\r\n<ul>\r\n\t<li>How to protect yourself from a data breach incident<\/li>\r\n\t<li>What the meaning of a hashed password is<\/li>\r\n\t<li>Detailing information about the incident<\/li>\r\n<\/ul>\r\n<p>If LastPass had eliminated some of the extraneous information by linking directly to Under Armour\u2019s website or added a few line breaks, the primary message would be easier to read and understand.<\/p>\r\n<p>However, this email still serves as a good example of why it\u2019s essential to communicate with your customers directly about an emergency or a crisis\u2014especially if customers are at risk.<\/p>\r\n<h4>2. What do you want recipients to do?<\/h4>\r\n<p>Figuring out what you want your recipients to do is otherwise known as deciding what your campaign\u2019s primary call-to-action (CTA) should be.<\/p>\r\n<p>B2C emails typically use CTAs like \u201cBuy Now\u201d or \u201cStart Shopping.\u201d<\/p>\r\n<p>Except those CTAs can come off as insensitive during an emergency or a crisis, especially if they don\u2019t mention the situation at hand and how it affects the customer.<\/p>\r\n<p>For instance, take a look at the sales email Vanguard sent to its users amidst a volatile stock market during the COVID-19 outbreak.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9636\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Vanguard-1.png\" alt=\"Vanguard crisis email - above the fold\" width=\"550\" height=\"760\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-9633\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Vanguard-2.png\" alt=\"Vanguard crisis email - below the fold\" width=\"574\" height=\"844\" \/><\/p>\r\n<p><strong><em>Financial services company Vanguard invites investors to try their Digital Advisor program.<\/em><\/strong><\/p>\r\n<p>Even though Vanguard is asking for users to try its Digital Advisor program, take notice of how the email address the volatile stock market trends in the second paragraph:<\/p>\r\n<blockquote>\r\n<p><em>\u201cNavigating change is a fact of life. We reach milestones, breathe through market ups and downs, and watch seasons come and go. Through it all, our dreams for financial independence in retirement remain.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Vanguard has been around since 1975, so there\u2019s no question that the company has \u201cwatched the seasons come and go.\u201d This email serves as a great example of how brands can still sell products and services with empathy during an emergency.<\/p>\r\n<h4>3. What lists or segments need to know about this?<\/h4>\r\n<p>We at Iterable have noticed that since the COVID-19 outbreak, our inboxes are filled to the brim with <a href=\"https:\/\/iterable.com\/blog\/3-re-engagement-mistakes-marketers-make\/\" target=\"_blank\" rel=\"noopener noreferrer\">re-engagement emails<\/a>.\u00a0<\/p>\r\n<p>This strategy often makes sense from a brand\u2019s perspective. After all, it\u2019s <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener noreferrer\">five to 25 times more expensive<\/a> to acquire a new customer than retain an existing one.\u00a0<\/p>\r\n<p>But it can also come off as annoying to the customer, especially if it\u2019s been years since they\u2019ve heard from your brand. For contrast, let\u2019s look at the following Alaska Airlines email sent during the COVID-19 outbreak.<\/p>\r\n\r\n[caption id=\"attachment_9629\" align=\"alignnone\" width=\"612\"]<img class=\"wp-image-9629 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Alaska.png\" alt=\"Alaska Airlines travel credits email\" width=\"612\" height=\"974\" \/> <em>Alaska Airlines allows a 6-month extension for using travel credits.<\/em>[\/caption]\r\n\r\n<p>There was a ban on non-essential travel due to government-issued stay-at-home orders, so Alaska Airlines alerted any customer who had existing travel credits in their account that there was a 6-month extension on using them.<\/p>\r\n<p>Also, note the empathetic language in the first paragraph:\u00a0<\/p>\r\n<blockquote>\r\n<p><em>\u201cRight now, we want to make sure you have the flexibility and space to make the best decisions for you and your family.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Compare that to other airlines, who sent a general thank you message about the <a href=\"https:\/\/www.npr.org\/sections\/coronavirus-live-updates\/2020\/03\/27\/822528688\/relief-package-includes-billions-for-boeing-and-airlines\" target=\"_blank\" rel=\"noopener noreferrer\">comprehensive relief fund<\/a> to anyone who\u2019s ever booked a flight with them.<\/p>\r\n<p>In general, it\u2019s always a good idea to <a href=\"https:\/\/iterable.com\/blog\/personalize-everything-yes-everything\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalize your campaigns<\/a>. But it\u2019s even more important during an emergency or a crisis so your <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand comes across as empathetic<\/a>.<\/p>\r\n<h4>4. What facts or data points support this message?<\/h4>\r\n<p>According to <a href=\"https:\/\/www.amazon.com\/Communications-Golden-Hour-Essential-Information\/dp\/173206590X\/ref=as_li_ss_tl?&amp;linkCode=sl1&amp;tag=douglevycommu-20&amp;linkId=b5e003d3fab6581f91a16fc3f0df9d83&amp;language=en_US\" target=\"_blank\" rel=\"noopener noreferrer\">crisis communications expert Doug Levy<\/a>, you need three convincing details to make your primary message believable.<\/p>\r\n<p>Using facts or data points adds legitimacy to your message without emotions attached to the emergency or crisis.<\/p>\r\n<p>It also allows the recipient to validate whether the message is trustworthy or not.<\/p>\r\n<p>For example, clothing retailer Madewell sent a promotional email stating that its non-medical grade face masks were ready for customers.<\/p>\r\n\r\n[caption id=\"attachment_9635\" align=\"alignnone\" width=\"666\"]<img class=\"wp-image-9635 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Madewell-1.png\" alt=\"Madewell mask email - above the fold\" width=\"666\" height=\"894\" \/> <em>Clothing retailer Madewell promotes its new non-medical grade face masks.<\/em>[\/caption]\r\n\r\n<p>However, Madewell is known for its cute and stylish clothing\u2014not necessarily face masks. So in the next part of the email, Madewell describes the materials used to make each mask layer.<\/p>\r\n\r\n[caption id=\"attachment_9634\" align=\"alignnone\" width=\"554\"]<img class=\"wp-image-9634 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Madewell-2.png\" alt=\"Madewell mask email - below the fold\" width=\"554\" height=\"612\" \/> <em>Madewell describes the materials used in their new non-medical grade face masks.<\/em>[\/caption]\r\n\r\n<p>During the time this email was sent, the CDC had recently made recommendations to wear a mask to limit the potential spread of COVID-19.<\/p>\r\n<p>Using facts in this email not only helps the recipient feel safe and secure that the product is reliable but also encourages the customer to browse the Madewell website for other clothing items.<\/p>\r\n<h4>5. Who should \u201csend\u201d or be the spokesperson for this message?<\/h4>\r\n<p>When your brand is deciding who should \u201csend\u201d or be the spokesperson for your campaign, it ultimately comes down to who your recipients trust the most.<\/p>\r\n<p>According to crisis communications expert Doug Levy:<\/p>\r\n<blockquote>\r\n<p><em>\u201cPeople are much more likely to trust a person they know or have seen before. If there is no personal relationship, trust can be earned by a person who demonstrates that they give accurate information and have empathy for the audience.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Either one of those elements will help with trust and credibility. But what if you found someone who was both familiar and empathetic?<\/p>\r\n<p>Recently, Farmgirl Flowers CEO Christina Stembel went to her Instagram to <a href=\"https:\/\/www.instagram.com\/tv\/B90UrbolRPg\/\" target=\"_blank\" rel=\"noopener noreferrer\">ask for orders during the COVID-19 outbreak<\/a> so she could continue to pay her employees amidst a county-wide shelter-in-place mandate.<\/p>\r\n<p>The response was so overwhelming that afterward, she sent a thank you email to her customers.<\/p>\r\n<p><img class=\"alignnone wp-image-9630 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Farmgirl-1.png\" alt=\"Farmgirl Flowers thank you email - above the fold\" width=\"550\" height=\"830\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-9631\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Farmgirl-2.png\" alt=\"Farmgirl Flowers thank you emai - below the fold\" width=\"560\" height=\"634\" \/><\/p>\r\n<p><strong><em>Farmgirl Flowers\u2019 CEO and Founder thanks customers for their support during COVID-19.<\/em><\/strong><\/p>\r\n<p>Brands don\u2019t get a response like that from customers without trust. So it\u2019s clear that using Stembel as a spokesperson for the brand\u2019s response to the emergency or crisis was the right thing to do.<\/p>\r\n<h3>A Quick Recap on Emergencies and Crises<\/h3>\r\n<p>We at Iterable believe that while an emergency or a crisis can negatively impact your brand\u2019s operations or bottom line, it can also:<\/p>\r\n<ul>\r\n\t<li>Allow companies the opportunity to offer new products and services<\/li>\r\n\t<li>Rethink operational procedures<\/li>\r\n\t<li>Remind past, present, and future customers why they should trust your brand with their business<\/li>\r\n<\/ul>\r\n<p>However, it can be difficult to see that opportunity during the event itself. So that\u2019s why we recommend relying on the <strong>Single Overriding Communications Objective (SOCO)<\/strong>, which involves answering five questions before brands send out any marketing campaign or messaging:<\/p>\r\n<ol>\r\n\t<li>What is your primary message?<\/li>\r\n\t<li>What do you want your recipients to do?<\/li>\r\n\t<li>What lists or segments need to know about this?<\/li>\r\n\t<li>What facts or data points support the message?<\/li>\r\n\t<li>Who should \u201csend\u201d or be the spokesperson for this message?<\/li>\r\n<\/ol>\r\n<p>Want to know how to use other cross-channel platforms, like SMS, in-app messaging or social media, during an emergency?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to learn what governments and nonprofits can teach brands about cross-channel messaging.<\/p>\r\n<p>Now that you have the confidence and skills to send the right campaigns and messaging during an emergency or a crisis, what are you going to do to build trust with your customers?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\"><img class=\"alignnone wp-image-9626 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_CTA_banner-620x240-1.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Emergencies &amp; Crises\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"5 Questions to Ask Before Communicating During a Crisis","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-questions-ask-before-communicating-during-crisis","to_ping":"","pinged":"","post_modified":"2020-08-03 14:33:09","post_modified_gmt":"2020-08-03 21:33:09","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9628","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-questions-ask-before-communicating-during-crisis\/"},{"ID":9616,"post_author":"70","post_date":"2020-06-25 08:52:07","post_date_gmt":"2020-06-25 15:52:07","post_content":"<p>On June 24, we kicked off our first all-digital Activate Live conference, where we brought together a community of customers, partners, employees, analysts and branding experts to share best practices for overcoming business challenges, creating innovative campaigns and driving growth.<\/p>\r\n<p>From user acquisition and retention to CRM, content creation and customer loyalty, there are many sides to growth marketing. So we relied on something we know very well\u2014segmentation\u2014to divide, organize and deliver cutting-edge content straight to your computer screen.<\/p>\r\n<p>If you missed the day-of\u2014not to worry\u2014because Activate Live is <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">now available to you on-demand<\/a>.<\/p>\r\n<p>Wondering where to start? We\u2019ve pulled together 10 moments from the event that made the biggest impact.<\/p>\r\n<h4>1. Opening keynote: Welcome to Activate Live<\/h4>\r\n<p>Iterable Co-Founder and CEO Justin Zhu kicked off the event to share how today\u2019s growth marketing landscape came to be and how recent events have affected the road ahead for marketers and brands.<\/p>\r\n<blockquote>\r\n<p>\u201c<em>What does growth marketing mean? We asked our customers, and it boiled down to a few things: 1. It\u2019s using data to build a personal relationship with customers; 2. It\u2019s how your brand and its messaging makes people feel. 3. It's being open to change in a world that's constantly evolving and innovating<\/em>.\u201d<\/p>\r\n<\/blockquote>\r\n<p>Inspired by AI expert Kai-Fu Lee's TED Talk, \"<a href=\"https:\/\/www.ted.com\/talks\/kai_fu_lee_how_ai_can_save_our_humanity\/transcript?language=en\" target=\"_blank\" rel=\"noopener noreferrer\">How AI can save our humanity<\/a>,\" Justin then introduced the role that artificial intelligence and automation play in growth marketing.<\/p>\r\n<p>He applied Lee's teachings to his own Growth Marketing Framework in order to shift marketers' focus from routine tasks to creative and compassionate brand strategy.<\/p>\r\n\r\n[caption id=\"attachment_9624\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9624 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/growth-marketing-framework.png\" alt=\"Growth Marketing Framework\" width=\"960\" height=\"540\" \/> <em>Let AI automate routine tasks to spend more time on growth marketing strategy.<\/em>[\/caption]\r\n\r\n<h4>2. Using AI to create human connection<\/h4>\r\n<p>Iterable's VP of Product Bela Stepanova then put the Growth Marketing Framework that Justin introduced into practice, with a behind-the-scenes look into the latest Iterable innovations, including our newly designed Workflow Studio, Send Time Optimization and Brand Affinity.<\/p>\r\n<p>Bela closes with a statement on the role of growth marketing technology:<\/p>\r\n<blockquote>\r\n<p><em>\u201cIn the shift from routine to creativity, automation and AI play a huge role. It allows us to better understand our customer base, so we can connect with the right customers at the right time with the right message. At Iterable, we believe that technology is only there to help us\u2014help us unleash creativity, unlock empathy and grow the human connection.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>3. What it takes to build an influential brand<\/h4>\r\n<p>In this keynote address, Jonathan Mildenhall, Co-Founder and CEO of <a href=\"https:\/\/twentyfirstcenturybrand.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">TwentyFirstCenturyBrand<\/a>, shared his vision to build the most influential brands of (wait for it) the 21st century.<\/p>\r\n<p>Jonathan and his team work with leaders from companies who want to build \"category-defining brands,\" which he defines as a brand that has significant meaning, earns a disproportionate share of the market, and has the following four pillars in common:<\/p>\r\n\r\n[caption id=\"attachment_9625\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-9625\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Four-Pillars-scaled.jpg\" alt=\"Four Pillars of a 21st Century Brand\" width=\"2560\" height=\"1456\" \/> <em>As discussed, Jonathan would like you to spend some time critiquing your company\u2019s performance on his four-pillar brand model (Source: TwentyFirstCenturyBrand)<\/em>[\/caption]\r\n\r\n<p>After defining what a category-defining brand looks like, he dives into the purpose of an American corporation, which was previously focused on solely maximizing shareholder return.<\/p>\r\n<p>Now, businesses must deliver value to their customers, invest in growing and developing their employees, deal fairly and ethically with their suppliers, and support the communities within which they work.<\/p>\r\n<p>So to be a 21st-century brand, you have to have a story, a heart and a baked-in value system. This will ultimately achieve business growth.<\/p>\r\n<h4>4. Understanding the mind of the modern consumer<\/h4>\r\n<p>Our next keynote featured Brendan Witcher, VP and Principal Analyst, Digital Business Strategy at <a href=\"https:\/\/go.forrester.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forrester<\/a>. Before joining Forrester, Brendan had 25 years of experience working for enterprise organizations in retail and hospitality under his belt, and experience in roles across the board: strategic planning, e-commerce operations, digital marketing, business analytics, customer insights and CRM, to name a few.<\/p>\r\n<p>\u00a0So you could say he\u2019s a lifelong expert in consumer behavior and technology trends, which is why he was well-prepared to pursue a key question: What drives digitally-savvy consumers to choose the companies they do business with?\u00a0\u00a0<\/p>\r\n<p>Here's what we learned: Today's consumers are less drawn to \u201chousehold names,\u201d products and brands with historical clout. Instead, they pursue companies that deliver value and relevance. Not through commercials and ads, but through an incredible customer experience.<\/p>\r\n<p>Brendan\u2019s advice: If you want to win over consumers, invest in individualization, or you\u2019ll get left behind.<\/p>\r\n<h4>5. How to market your brand during a crisis<\/h4>\r\n<p>What does Sophia Le, now email manager at Modulus 7, say about marketing in an emergency?<\/p>\r\n<p>Here's what she has learned after nine years of studying disaster-policy research and leading crisis communications for the city of Bellevue, Washington.<\/p>\r\n<ul>\r\n\t<li><strong>Change your mindset<\/strong>: According to Steven Fink, a crisis is \"a dynamic state of affairs with equal parts danger and opportunity.\" While a crisis may negatively affect your bottom line, it can also become an opportunity for your brand by practicing empathy and adapting your operations.<\/li>\r\n\t<li><strong>A Single Overriding Communications Objective (SOCO) is critical<\/strong>: It really comes down to simplification. During a crisis, your customers or constituents really need to focus on one thing. They're likely in a fight-or-flight state, which makes it even more difficult to communicate to them. So before you send a crisis message, ask yourself <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">these five questions<\/a>.<\/li>\r\n\t<li><strong>Turn to the experts<\/strong>: Governments and nonprofits aren\u2019t exactly known for creative or innovative messaging. But what do they get right? Cross-channel communication. You wouldn't email someone an emergency alert, so meet customers where they are with SMS, social media and other real-time mediums.<\/li>\r\n<\/ul>\r\n<p>Get even more advice on how to market during a crisis in Iterable's latest <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Guide to Must-Have Marketing Campaigns<\/a>, written by Sophia herself and debuted during her session.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-full wp-image-9626\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_CTA_banner-620x240-1.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Emergencies &amp; Crises\" width=\"620\" height=\"240\" \/><\/a><\/p>\r\n<h4>6. \"Objects in mirror may appear sexier after cleaning\"<\/h4>\r\n<p>Alex Reed, Co-Founder and CMO of <a href=\"https:\/\/www.trumans.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Truman\u2019s<\/a>, spent ten years at a ceiling fan company before he made the switch to cleaning products. We asked if he was drawn to boring categories:<\/p>\r\n<blockquote>\r\n<p><em>\u201cThe answer is yes, because I don't believe there are such things as boring categories. I think there are only boring brands.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>What a way to kick off a presentation!<\/p>\r\n<p>Alex\u2019s opening remarks focused on key tips for growing your business and developing your brand, but he reminded us of our number-one objective: talking to customers where they are.<\/p>\r\n<p>Here are three tips he said to keep in mind:<\/p>\r\n<ul>\r\n\t<li><strong>Simplification<\/strong>. What is perceived as boring might really just be cluttered. Take the clutter out of your product, out of your messaging and out of your brand.<\/li>\r\n\t<li><strong>Go left<\/strong>. If there\u2019s an opportunity to be contrarian, to be different, it should be your north star.<\/li>\r\n\t<li><strong>Embrace your haters<\/strong>. Every industry is going to have people that are opposed to what you are doing. But look at this opposition as an opportunity to connect with your true advocates.<\/li>\r\n<\/ul>\r\n<p>By sticking to your values, having fun, and engaging with your customers at their level, you\u2019re set up for success.<\/p>\r\n<h4>7. Hey Alexa, how can you help our brand?<\/h4>\r\n<p>Alexa and other voice assistants aren\u2019t just a novelty for marketers. In fact, Davida Gaffney, Email\/Web Developer at <a href=\"https:\/\/www.storage-mart.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">StorageMart<\/a>, argues they need to be part of your cross-channel strategy.<\/p>\r\n<p>Here are three reasons why:<\/p>\r\n<ul>\r\n\t<li>Voice assistants have the <strong>fastest adoption rate<\/strong> of any consumer technology in history: More than 50% of the U.S. population has already adopted a smart speaker, so go where your customers already are<\/li>\r\n\t<li>There\u2019s an opportunity to build <strong>brand authority<\/strong>: When Alexa answers a question, it first searches its own database. And then it searches its \u2018Skills\u2019, which are developed by brands. When you build your product or service into the user\u2019s voice experience, you become the expert.<\/li>\r\n\t<li>Consumers are unlikely to read emails or texts while they're driving or cooking, so integrate voice into the <strong>cross-channel experience<\/strong>. Reduce friction by adding value to customers when they need it.<\/li>\r\n<\/ul>\r\n<p>Intimidated by voice assistants? Don\u2019t sweat it. Davida accomplished this voice integration using <a href=\"https:\/\/www.voiceflow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voiceflow<\/a>, which she integrated to trigger events within Iterable.<\/p>\r\n<h4>8. Email is relationship delivered<\/h4>\r\n<p>We love it when a session surprises our audience. So when Matthew Smith, Co-Founder of Really Good Emails, took an emotional approach to creating great emails and connecting with customers, we were listening. Closely.<\/p>\r\n<p>How to take emails from \u201cCOVID crappy\u201d to \u201cunicorn good\u201d involves more than A\/B testing and data analysis. It takes heart.<\/p>\r\n<p>And Matthew wants you to start your process by clearing your Mental Inbox by focusing on self-empathy to drive customer connection. His reasoning?<\/p>\r\n<ul>\r\n\t<li><b>Empathy for ourselves opens us up to empathy for others:<\/b> So before you write an email, or design a campaign, ask yourself: <i>How do you feel? <\/i><\/li>\r\n\t<li><b>Understand that you are emotionally complex, and your customers are too: <\/b>Communicate to them like they have emotional range, or they won\u2019t want to listen to you.<\/li>\r\n\t<li><b>Practice equanimity and mindfulness:<\/b> Be present with people, places and things as they are\u2014and yourself as you are\u2014without judgment.<\/li>\r\n<\/ul>\r\n<p>Once you\u2019re set with a clear and clean Mental Inbox, you\u2019re ready to communicate with your customers, observe, listen and iterate.<\/p>\r\n<p>Matthew ends with some solid advice:<\/p>\r\n<blockquote>\r\n<p><em>\u201cI don't believe that email is marketing. Email is relationship delivered. There is an opportunity to actually be in a relationship with your customers.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>We think so too.<\/p>\r\n<h4>9. The special announcement at Activate Live<\/h4>\r\n<p>No, it\u2019s not a product launch. The most impactful moment for us at Activate Live this year was about giving back to our community. We're living in a period of immense suffering for many people, whether they and their loved ones are affected by COVID-19 or by systemic racism.<\/p>\r\n<p>It was important that we use our platform to make a difference in the world, so Iterable CEO Justin Zhu closed his keynote address with this surprise announcement:<\/p>\r\n<blockquote>\r\n<p><em>\u201cTo recognize all the suffering happening in the world today\u2014the pandemic and systemic racism\u2014we are supporting two causes that we\u2019re passionate about. We\u2019re donating $10,000 to <a href=\"https:\/\/www.mealsonwheelsamerica.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Meals on Wheels America<\/a> and $10,000 to <a href=\"https:\/\/www.blackgirlscode.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Girls Code<\/a>.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_9627\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9627 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Activate-Live-Exec-Keynote.png\" alt=\"Activate Live Donation\" width=\"960\" height=\"540\" \/> <em>Iterable CEO Justin Zhu announces a $20,000 donation, split between Meals on Wheels America and Black Girls Code, on behalf of Activate Live attendees.<\/em>[\/caption]\r\n\r\n<h4>10. Decide for yourself: Which moment made the biggest impact at Activate Live?<\/h4>\r\n<p>We're all about customer engagement and feedback, so tell us what your favorite moment was at Activate Live. Join the #Activate20 conversation by following Iterable on social media or contact us directly at <a href=\"mailto:activate@iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">activate@iterable.com<\/a>.<\/p>\r\n<p>If you haven't had the chance to join the fun, register for our on-demand recordings. Sign up for our blog newsletter as well to receive the latest insights, trends and best practices in the world of growth marketing.<\/p>\r\n<p>Thank you again to all our customers, sponsors, partners, employees and members of our community for making our first virtual conference a massive success!<\/p>","post_title":"The 10 Most Impactful Moments at Activate Live","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"most-impactful-moments-activate-live","to_ping":"","pinged":"","post_modified":"2020-07-20 15:46:33","post_modified_gmt":"2020-07-20 22:46:33","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9616","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/most-impactful-moments-activate-live\/"},{"ID":9590,"post_author":"70","post_date":"2020-06-18 06:53:10","post_date_gmt":"2020-06-18 13:53:10","post_content":"<p>Iterable\u2019s signature growth marketing conference, Activate Live, is almost here! We are so excited to welcome you to the virtual (and free!) event on Wednesday, June 24, starting at 8 a.m. PDT.<\/p>\r\n<p>Our incredible lineup of speakers, sponsors and partners are thrilled to see you, too. They are all looking forward to helping you become an exceptional growth marketer.\u00a0<\/p>\r\n<p>At Iterable, helping brands create, execute and optimize personalized experiences for their customers is our specialty. It\u2019s why we\u2019re striving to make sure your own virtual experience at Activate Live is just as memorable and goes just as smoothly as our in-person events.<\/p>\r\n<p>With less than one week to go, here are ten ways to ensure that you take full advantage of Activate Live. Let\u2019s jump in!<\/p>\r\n<h4 style=\"text-align: left\">1. Get Excited<\/h4>\r\n<p>If you know anything about Activate from the previous two years, you know to expect high-caliber speakers, information-rich sessions and cutting-edge content.<\/p>\r\n<p>Our <a href=\"https:\/\/iterable.com\/activate\/#speakers\" target=\"_blank\" rel=\"noopener noreferrer\">keynote speakers and breakout presenters<\/a> are unparalleled visionaries who will share best practices and industry insights, so you can leave the virtual summit with confidence and competitive advantage.\u00a0<\/p>\r\n<h4 style=\"text-align: left\">2. Get to Know the Tracks<\/h4>\r\n<p>We know that Activate Live attendees come from brands that are interested in elevating their customer experience, so our conference is designed to inform, equip and prepare marketers at every stage of their customer\u2019s lifecycle.<\/p>\r\n<p>An effective growth marketing strategy is built on empathy and enabled by a technology stack with cross-channel capabilities. This is why we\u2019ve organized all Activate content into two, easy-to-digest tracks: <a href=\"https:\/\/iterable.com\/activate\/#schedule\" target=\"_blank\" rel=\"noopener noreferrer\">Customer-First and Tech-Forward<\/a>.\u00a0<\/p>\r\n<p>Sessions in the Customer-First track discuss brand marketing strategies that drive long-term loyalty, including how to market during a crisis and how to breathe life into boring business categories.<\/p>\r\n<p>Our Tech-Forward discussions dig deep on data, efficiency and automation. Of course, the conference is all online, so you can easily transition back and forth between sessions on either track, without having to run across the conference hall!<\/p>\r\n\r\n[caption id=\"attachment_9601\" align=\"alignnone\" width=\"2872\"]<img class=\"wp-image-9601 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/screencapture-iterable-6connex-event-activate-en-us-2020-06-17-22_28_18.png\" alt=\"Activate Live Lobby\" width=\"2872\" height=\"1596\" \/> <em>This is the lobby you'll see when you first sign into our virtual platform. From here, you can navigate to the Auditorium to watch sessions, as well as our visit our Exhibit Hall and Networking Lounge.<\/em>[\/caption]\r\n\r\n<h4 style=\"text-align: left\">3. Add the Event to Your Calendar<\/h4>\r\n<p>You won't want to miss out on the start of the conference, so don't forget to add Activate Live to your <a href=\"http:\/\/ics.agical.io\/?subject=Activate Live, Iterable's Virtual Conference&amp;description=We're looking forward to seeing you at Activate Live, the Virtual Growth Marketing Conference!%0A%0AJoin at https:\/\/iterable.6connex.com\/event\/activate with the email address you used to register for the event%0A%0AVisit https:\/\/iterable.com\/activate to check out our agenda and speakers%0A%0AEmail activate@iterable.com if you have any questions&amp;organizer=activate@iterable.com&amp;dtstart=2020-06-24T15:00:00Z&amp;dtend=2020-06-24T21:30:00Z&amp;reminder=10&amp;format=gcal&amp;attach=https:\/\/iterable.6connex.com\/event\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google<\/a> or <a href=\"http:\/\/ics.agical.io\/?subject=Activate Live, Iterable's Virtual Conference&amp;description=We're looking forward to seeing you at Activate Live, the Virtual Growth Marketing Conference!%0A%0AJoin at https:\/\/iterable.6connex.com\/event\/activate with the email address you used to register for the event%0A%0AVisit https:\/\/iterable.com\/activate to check out our agenda and speakers%0A%0AEmail activate@iterable.com if you have any questions&amp;organizer=activate@iterable.com&amp;dtstart=2020-06-24T15:00:00Z&amp;dtend=2020-06-24T21:30:00Z&amp;reminder=10&amp;attach=https:\/\/iterable.6connex.com\/event\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Outlook<\/a> calendar.<\/p>\r\n<p>By clicking either of those calendar links, you'll receive an alert ten minutes before the show begins. We hope that you're counting down just like we are!<\/p>\r\n<h4 style=\"text-align: left\">4. Sign Into the Virtual Platform<\/h4>\r\n<p>The Activate Live virtual platform is your key to the conference, which will open at 7:30 a.m. PDT on June 24. <a href=\"https:\/\/iterable.6connex.com\/event\/activate\/login\" target=\"_blank\" rel=\"noopener noreferrer\">Click this link<\/a> and use the email address you entered when you registered to log in.<\/p>\r\n<p>Should you have any trouble accessing the platform, email us at <a href=\"mailto:activate@iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">activate@iterable.com<\/a>, and we'll help you get things sorted out.<\/p>\r\n\r\n[caption id=\"attachment_9602\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-9602 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/screencapture-iterable-6connex-event-activate-en-us-2020-06-17-22_35_12.png\" alt=\"Activate Live Exhibit Hall\" width=\"2880\" height=\"1596\" \/> <em>Visit the Iterable booth in the Exhibit Hall to speak to a product expert.<\/em>[\/caption]\r\n\r\n<h4 style=\"text-align: left\">5. Have an Agenda<\/h4>\r\n<p>Every Activate Live attendee has their own idea of what a successful event will look like, so take the time to <a href=\"http:\/\/iterable.com\/activate\/#schedule\" target=\"_blank\" rel=\"noopener noreferrer\">review the full agenda<\/a> to make the most out of your time with us.\u00a0<\/p>\r\n<p>Plan out which sessions you're most interested in seeing, and remember that you can always access the conference on-demand afterward when it's most convenient for your schedule.<\/p>\r\n<h4 style=\"text-align: left\">6. Get the Full Experience<\/h4>\r\n<p>Connect with other attendees, sponsors and speakers on the Activate Live virtual platform via the Live Chat function.<\/p>\r\n<p>You can also enrich your knowledge by downloading exclusive content, explore different martech platforms in the exhibit hall, and celebrate all the finalists of this year's <a href=\"https:\/\/iterable.com\/activate\/awards-finalists\/\" target=\"_blank\" rel=\"noopener noreferrer\">Growth Marketing Awards<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_9603\" align=\"alignnone\" width=\"2866\"]<img class=\"size-full wp-image-9603\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-17-at-10.29.23-PM.png\" alt=\"Meet the Speakers\" width=\"2866\" height=\"1450\" \/> <em>You can meet each speaker after their session in the Networking Lounge.<\/em>[\/caption]\r\n\r\n<h4>7. Be Social<\/h4>\r\n<p>Everyone participating at Activate Live has so many insights to share, so why not join the buzz? Showcase that you\u2019re taking your brand\u2019s growth marketing to the next level by sharing our posts with your network.<\/p>\r\n<p>Follow Iterable on <a href=\"https:\/\/twitter.com\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>, <a href=\"https:\/\/www.linkedin.com\/company\/3119164\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>, <a href=\"https:\/\/www.facebook.com\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>, and <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a> and join the conversation by using the hashtag <strong>#activate20<\/strong>.<\/p>\r\n<h4 style=\"text-align: left\">8. Gain Points, Win Prizes<\/h4>\r\n<p>Some say that knowledge is power, but we're going to incentivize your participation at Activate Live with something even better. By downloading content, visiting sponsor booths, and generally making the most out of networking, you get points. Accumulate enough of them, and you can win some special prizes!<\/p>\r\n<p>Visit the Networking Lounge in the virtual platform to redeem your points and take home the ultimate goody bag.<\/p>\r\n<h4 style=\"text-align: left\">9. Help Us Complete the Feedback Loop<\/h4>\r\n<p>One of our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">four core values<\/a> at Iterable is a Growth Mindset. Another is Humility. Put these two together and you can see just how much we value feedback.<\/p>\r\n<p>Whether you've been an Iterable customer for years or are engaging with us for the first time, please remember to fill out our survey after the event.<\/p>\r\n<h4 style=\"text-align: left\">10. Stay Connected<\/h4>\r\n<p>Become an Iterable Insider by signing up for our biweekly <a href=\"https:\/\/iterable.com\/newsletter-registration\/\">blog newsletter<\/a>. We deliver industry insights, cross-channel best practices and the latest product updates, so subscribe today for a simple way to stay informed and ahead of what's going on in growth marketing.<\/p>\r\n<h3>Know Before You Go to Activate Live<\/h3>\r\n<p>You now know what to expect at Activate Live next week and how to take full advantage of the virtual conference. If you're already registered, then these ten tips will prepare you for what's in store.<\/p>\r\n<p>And if you haven't yet signed up, what are you waiting for? <a href=\"http:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener noreferrer\">Secure your spot<\/a> for free today!<\/p>","post_title":"10 Ways to Make the Most of Activate Live","post_excerpt":"With less than one week to go, here are ten ways to ensure that you take full advantage of Iterable's virtual conference, Activate Live.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"10-ways-make-most-activate-live","to_ping":"","pinged":"","post_modified":"2020-06-18 07:42:10","post_modified_gmt":"2020-06-18 14:42:10","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9590","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/10-ways-make-most-activate-live\/"},{"ID":9577,"post_author":"7","post_date":"2020-06-16 08:16:01","post_date_gmt":"2020-06-16 15:16:01","post_content":"<p>We're excited today to <a href=\"https:\/\/www.prweb.com\/releases\/iterable_announces_the_winners_of_its_2020_growth_marketing_awards\/prweb17193342.htm\">announce the winners of Iterable's 2020 Growth Marketing Awards<\/a>!<\/p>\r\n<p>These awards recognize the companies that have excelled in attracting, engaging and retaining customers by leveraging Iterable to power personalized communications at scale.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #6a266d\">\u201c<em>We\u2019re honored that some of the world\u2019s most innovative brands choose Iterable as their partner for growth and customer engagement. This year, we\u2019re pleased to recognize the standout work our Growth Marketing Awards winners have achieved in creating compelling campaigns and building strong customer loyalty<\/em>.\u201d ~ <strong>Justin Zhu, Co-Founder and CEO of Iterable<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>Here are the winners of each category.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9579\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-01_DoorDash.png\" alt=\"Growth Marketing Team of the Year, Enterprise: DoorDash\" width=\"1024\" height=\"536\" \/><\/p>\r\n<h3>\u00a0<\/h3>\r\n<h3>Growth Marketing Team of the Year, Enterprise: DoorDash<\/h3>\r\n<p><a href=\"http:\/\/www.doordash.com\" target=\"_blank\" rel=\"noopener noreferrer\">DoorDash<\/a> is a technology company that connects customers with their favorite local and national businesses in more than 4,000 cities and all 50 states across the United States, Canada and Australia.<\/p>\r\n<p>Founded in 2013, DoorDash empowers merchants to grow their businesses by offering on-demand delivery, data-driven insights, and better in-store efficiency, providing delightful experiences from door to door.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #34c3f2\">\u201c<em>Iterable has quickly grown with us. Whether we\u2019re trying out a new trigger or launching a multi-touch campaign, we\u2019ve been able to rely on Iterable to drive value and be the conduit to what matters most to us\u2014building a relationship with our customers. <\/em><\/span><\/p>\r\n<p><span style=\"color: #34c3f2\"><em>Iterable makes customer-centric marketing journeys simple and accessible to marketers of any level. We've been able to scale automations and tests across audience segments with ease<\/em>.\" ~ <strong>Gina Igwe, CRM &amp; Retention Senior Director at DoorDash<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9580\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-02_ChowNow.png\" alt=\"Growth Marketing Team of the Year, SMB: ChowNow\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Growth Marketing Team of the Year, SMB: ChowNow<\/h3>\r\n<p><a href=\"https:\/\/get.chownow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ChowNow<\/a> powers digital ordering for over 17,000 independent restaurants across the U.S. and Canada, enabling restaurants to take orders everywhere their diners are online.<\/p>\r\n<p>ChowNow\u2019s restaurant email marketing program has made an impact on restaurant performance, increasing overall restaurant order volume by 10% and equipping restaurants with complimentary email marketing in light of COVID-19. ChowNow sent emails on behalf of 1,500 restaurants, to over 1 million users, and driving 15,000+ incremental orders as a result.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #59c1a7\">\"<em>Iterable has provided ChowNow the backend to send personalized emails and push notifications at scale. Working with Rebecca, our Iterable CSM, has been wonderful. Our team has truly enjoyed collaborating and discussing improvement in our metrics with her. We can confidently depend on her guidance when setting up new marketing programs<\/em>.\u201d ~ <strong>Tyler Kotovsky, Senior Email Production Coordinator at ChowNow<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9581\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-03_Care.png\" alt=\"Most Impactful Transition to Iterable: Care.com\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Most Impactful Transition to Iterable: Care.com<\/h3>\r\n<p>Available in more than 20 countries, <a href=\"https:\/\/www.care.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Care.com<\/a> is the world\u2019s leading platform for finding and managing high-quality family care. Iterable\u2019s platform enabled the company to increase revenue through better, more personalized one-on-one communications with its members.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #ef3d55\">\"<em>Iterable has allowed us to have better visibility of the member journey by consolidating three platforms into one. We have a better understanding of all the communication touchpoints we send to our members, allowing us to better optimize and simplify their journey<\/em>.\" ~ <strong>Tara Mahnk, Sr. Marketing Manager, Lifecycle Marketing at Care.com<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9582\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-04_Fender.png\" alt=\"Most Captive Audience: Fender\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Most Captive Audience: Fender<\/h3>\r\n<p>Since 1946, <a href=\"https:\/\/www.fender.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fender<\/a> has revolutionized music and culture as one of the world\u2019s leading musical instrument manufacturers, marketers and distributors.<\/p>\r\n<p>To support the music-making community during social distancing, Fender launched the \u2018Play Through' initiative, offering up to one million new users three months of complimentary lessons via their complete learning app for guitar, bass and ukulele, Fender Play.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #6a266d\">\"<em>Iterable has helped our team as we ignite a digital transformation of our brand, and we're excited to see how their exponential growth will support our own. As a core platform in our marketing stack, Iterable allows us to maximize engagement, retention and lifetime value for our digital guitar learning product, Fender Play. <\/em><\/span><\/p>\r\n<p><span style=\"color: #6a266d\"><em>The power of Iterable allowed us to bring our messaging and customer profile views together. This with the timely and popular Play Through campaign took us to the next level as far as bringing in new customers and lifelong fans of the brand<\/em>.\" ~ <strong>Matt Annerino, Vice President, CRM, Growth &amp; Media at Fender<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9583\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-05_TrainingPeaks.png\" alt=\"Most Sophisticated Use of Workflow Studio: TrainingPeaks\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Most Sophisticated Use of Workflow Studio: TrainingPeaks<\/h3>\r\n<p><a href=\"https:\/\/www.trainingpeaks.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">TrainingPeaks<\/a> creates endurance training apps and solutions that help athletes and coaches prepare the right way to reach their goals. TrainingPeaks solutions are used by Tour de France teams, IRONMAN\u00ae World Champions, Olympians, age-group athletes and coaches around the world.<\/p>\r\n<p>The TrainingPeaks team delivered targeted, expert instruction via in-app messages to send specific training plans tailored to each individual\u2019s races using a custom event, resulting in a significant increase in training plan sales.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #34c3f2\">\"<em>Iterable's flexible API has allowed our team to use data in a powerful way by sending the right message at the right time to the individual user. Iterable has saved us time through automation and efficiency\u2014now we are able to do more and do it better<\/em>.\" ~ <strong>Michelle Hiland, Email and In-App Marketing Manager at TrainingPeaks<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9584\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-06_MadisonReed.png\" alt=\"Best Cross-Channel Campaign: Madison Reed\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Best Cross-Channel Campaign: Madison Reed<\/h3>\r\n<p><a href=\"https:\/\/www.madison-reed.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Madison Reed<\/a> is a beauty company revolutionizing the way women color their hair. Madison Reed\u2019s winning submission featured its 'credit card failure' workflow, which uses email, SMS and direct mail to notify a customer that their credit card was rejected and that the company was not able to bill them for the month.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #59c1a7\">\"<em>Iterable makes it easy to incorporate several different channels of marketing communications to make it possible to get important notifications to our customers in a timely manner. If it wasn't for Iterable, we would have to use three separate platforms to be able to communicate to our customers via all the platforms we'd like\u2014email, SMS, and direct mail. <\/em><\/span><\/p>\r\n<p><span style=\"color: #59c1a7\"><em>Thankfully, we're able to use the Iterable platform to have all these different communications work together. The best part is we're able to pull reporting quickly, easily and in real time to get an understanding of whether our workflow is working<\/em>.\" ~ <strong>Marie Seitzer, Lifecycle Marketing Manager at Madison Reed<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<h3>\u00a0<\/h3>\r\n<h3>Congrats to All the Finalists of the 2020 Growth Marketing Awards<\/h3>\r\n<p>Iterable congratulates <a href=\"https:\/\/iterable.com\/activate\/awards-finalists\/\" target=\"_blank\" rel=\"noopener noreferrer\">all of its finalists<\/a>: DoorDash, SeatGeek, UNiDAYS, Bloomon, ChowNow, Openfit, Care.com, Mightier, SilverCar by Audi, Fender, Prose, Rothy\u2019s, Policygenius, Thumbtack, TrainingPeaks, Ad Remover, Madison Reed and Strava.\u00a0<\/p>\r\n<p>All finalists of the 2020 Growth Marketing Awards will be celebrated at Iterable\u2019s virtual version of its signature growth marketing conference, Activate Live, on June 24. <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Register for free today!<\/a><\/p>","post_title":"Announcing the Winners of the 2020 Growth Marketing Awards","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-winners-2020-growth-marketing-awards","to_ping":"","pinged":"","post_modified":"2020-06-16 08:57:44","post_modified_gmt":"2020-06-16 15:57:44","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9577","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/announcing-winners-2020-growth-marketing-awards\/"},{"ID":9537,"post_author":"10","post_date":"2020-06-09 10:22:19","post_date_gmt":"2020-06-09 17:22:19","post_content":"<p>When building a first-class customer experience, every little detail counts. Look no further than the experiences that Spotify, Amazon and Netflix offer. They set the new standards of consumer convenience and personalization. Now it\u2019s on all brands to live up to them.<\/p>\r\n<p>Consumers, too, understand the stakes at hand. Thankfully, they've seen the first-hand value of personalization and are <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">overwhelmingly willing to share<\/a> their data if it benefits their experience.\u00a0<\/p>\r\n<p>This where Iterable can help! Data-driven, cross-channel messaging is the most direct, flexible and relevant (in other words, <em>personalized<\/em>)\u00a0way to support the customer experience.<\/p>\r\n<p>In today\u2019s post, we\u2019ll cover how you enable content personalization using Iterable\u2019s three different approaches:<\/p>\r\n<ol>\r\n\t<li><strong>User profile data<\/strong><\/li>\r\n\t<li><strong>Data feeds<\/strong><\/li>\r\n\t<li><strong>Catalog<\/strong><\/li>\r\n<\/ol>\r\n<p>(<em>Note: we\u2019re going to talk about first-party data activation, so if you\u2019re unfamiliar with our data management approach, make sure to <a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">read about that first<\/a><\/em>)<\/p>\r\n<h3>The Basics<\/h3>\r\n<p>Before we jump into content personalization using the methods mentioned above, we have to acknowledge that a personalized experience comprises much more than content alone.<\/p>\r\n<p>Luckily, Iterable checks the boxes of each of these personalization factors:<\/p>\r\n<ul>\r\n\t<li><strong>Picking the right audiences:<\/strong> Your users\u2019 profile details\u2014list memberships, contact properties, events, and their associated metadata are perfect filters for cutting highly specific segments. Plus, events taking place on your website or app dynamically qualify your customers in and out of different audience groups in real-time.<\/li>\r\n\t<li><strong>Building the perfect template<\/strong>: Help your content shine with a standout template. We offer different template building options so your aesthetic design goals are always in reach. Dial-in the look and feel you're after by customizing your links, copy, content, images and more.\u00a0<\/li>\r\n\t<li><strong>Incorporating customer data<\/strong>: Iterable's Handlebars templating language transforms your data into personalized content. Handlebars reference your users\u2019 attributes and event histories at send time. The result? Curated message content for all recipients. <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Using-Handlebars-to-Personalize-Messages-\" target=\"_blank\" rel=\"noopener noreferrer\">Read more about Handlebars here<\/a>.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9538\" align=\"alignnone\" width=\"1218\"]<img class=\"wp-image-9538 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Handlebars-editor.png\" alt=\"Iterable Handlebars inside a template\" width=\"1218\" height=\"916\" \/> <em>Handlebars turn curly braces into personalized details.<\/em>[\/caption]\r\n\r\n<ul>\r\n\t<li><strong>Delivering when the moment strikes<\/strong>: You have full control over how and when your campaigns are sent\u2014be it one-time, recurring or triggered in real-time. When the moment strikes, you're ready to follow up with an automated, customized message.<\/li>\r\n<\/ul>\r\n<p>These are the building blocks of sophisticated personalization. Remember, your content has a much higher chance of resonating once it\u2019s properly aligned to your customer\u2019s experience.<\/p>\r\n<h3>Solving the Content Personalization Riddle<\/h3>\r\n<p>Now that we know how data shapes a messaging experience, we\u2019ll examine the ways Iterable delivers personalized content.<\/p>\r\n<p>Now, keep in mind that there\u2019s no right or best way to personalize your marketing\u2014the reason we offer three approaches is that we want marketers to succeed in their own impactful ways. Let\u2019s jump in!<\/p>\r\n<h4>1. User Profile Data<\/h4>\r\n<p><span style=\"text-decoration: underline\">What it is<\/span>: By now you know that the depths of user attribute and event data unlock all sorts of powerful marketing capabilities. The most straightforward (yet effective) of these lies in personalizing content with this same data.<\/p>\r\n<p><span style=\"text-decoration: underline\">Typical Content Personalization Use Cases<\/span>:<\/p>\r\n<ul>\r\n\t<li><strong>General personalization<\/strong>: <em>Incorporating names and profile details, highlighting recent purchases<\/em><\/li>\r\n\t<li><strong>Lifecycle stage-specific initiatives<\/strong>: <em>Upselling subscription levels, recalling abandoned cart items<\/em><\/li>\r\n<\/ul>\r\n<p><span style=\"text-decoration: underline\">How it works<\/span>: Templates query user profile data the moment your message sends. Since customer attributes are unique, the fields referenced in your message template return each person\u2019s specific information: names, locations, stated preferences, transactions, etc.<\/p>\r\n<p>Any standalone or combination of these types of categorical elements can be dynamically strung together using <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Using-Handlebars-to-Personalize-Messages-\" target=\"_blank\" rel=\"noopener noreferrer\">Handlebars<\/a> throughout the body of your templates as part of a highly personalized message.<\/p>\r\n<p>In the following example with Netflix*, Iterable pulls in profile-specific attributes and events into a message template. Your customers' content and messaging are directly influenced by their interests, behaviors and interactions.<\/p>\r\n<p><em>*Note: Netflix is not an Iterable customer.<\/em><\/p>\r\n<p><span style=\"text-decoration: underline\">Example<\/span>:<\/p>\r\n<p>Meet our Netflix user, Ryan (as reflected by his hypothetical Iterable profile below).<\/p>\r\n<p>Naturally, Netflix is interested in learning what its customers watch\u2014this information helps the streaming service recommend future content. As you can see in his profile, Ryan identified that he enjoys the genres \u201cadventure\u201d and \u201caction.\u201d<\/p>\r\n\r\n[caption id=\"attachment_9539\" align=\"alignnone\" width=\"447\"]<img class=\"wp-image-9539 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/User-Profile-Genres.png\" alt=\"Iterable user profile standard view\" width=\"447\" height=\"519\" \/> <em>Adventure and Action genres are nested data points in the object known as Content Interests.<\/em>[\/caption]\r\n\r\n<p>To learn which particular programs Ryan watches, Netflix would create a custom event category that collects the details of the different programs he watches.<\/p>\r\n<p>As it relates to this example, any of the following could be applicable: the movie\u2019s title, the genre, when it was watched, and much more. Very easy to do <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002065083-Managing-Custom-Events\" target=\"_blank\" rel=\"noopener noreferrer\">inside Iterable<\/a>!<\/p>\r\n\r\n[caption id=\"attachment_9540\" align=\"alignnone\" width=\"613\"]<img class=\"wp-image-9540 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Custom-Event.png\" alt=\"New Iterable custom event\" width=\"613\" height=\"244\" \/> <em>This Iterable Custom Event documents watched programs.<\/em>[\/caption]\r\n\r\n<p>As detailed in the custom event information below, you\u2019ll see Ryan watched \u201cAvengers: Infinity War\u201d on May 24. This matters for what comes next\u2014the personalized email!<\/p>\r\n\r\n[caption id=\"attachment_9541\" align=\"alignnone\" width=\"2730\"]<img class=\"wp-image-9541 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Custom-Event-Details.png\" alt=\"Event histories possess engagement details\" width=\"2730\" height=\"577\" \/> <em>Essential program details live inside this Custom Event.<\/em>[\/caption]\r\n\r\n<p>Netflix thrives on user feedback and a content rating system. In the example below, let\u2019s pretend Netflix wants Ryan\u2019s \"Avengers\" rating while it\u2019s still fresh.<\/p>\r\n<p>To do that, the team would trigger a rating request message\u2014anywhere from hours to days after Ryan\u2019s watch event. Using the movie\u2019s essential information inside the event history, Handlebars maps these key details directly into the message.<\/p>\r\n\r\n[caption id=\"attachment_9542\" align=\"alignnone\" width=\"666\"]<img class=\"wp-image-9542\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/User-Attributes-Handlebars.png\" alt=\"Content personalization placeholders using Handlebars\" width=\"666\" height=\"718\" \/> <em>With data properly stored and organized, personalization is practically plug-and-play.<\/em>[\/caption]\r\n\r\n<p>And what you get from this exercise is painlessly personalized content tying directly to Ryan\u2019s recent experience.<\/p>\r\n<p>Let\u2019s recap the personalized elements of this message:<\/p>\r\n<ul>\r\n\t<li>The email addresses him by the name submitted in his user profile {{firstName}}<\/li>\r\n\t<li>It notes the film name from the watch event\u2019s detail {{movieName}}<\/li>\r\n\t<li>Showing the movie\u2019s cover image from the watch event {{imageURL}} adds visual flair<\/li>\r\n\t<li>It\u2019s delivered automatically while the experience is fresh<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9544\" align=\"alignnone\" width=\"591\"]<img class=\"wp-image-9544\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Profile-Attribute-Rendered.png\" alt=\"User profile-base personalized email\" width=\"591\" height=\"620\" \/> <em>This rating request email is on-brand, on point and on time.<\/em>[\/caption]\r\n\r\n<h4>Data Feeds<\/h4>\r\n<p><span style=\"text-decoration: underline\">What it is<\/span>: Data feeds are direct connections between your third-party systems or web services and Iterable. Data feeds retrieve content from an external source that then gets incorporated into your template\u2014content living outside of your messaging ecosystem is now at your disposal.<\/p>\r\n<p>All connected data feed content is requested at send time, making data feeds a great option for factoring time-sensitive content into your messaging.<\/p>\r\n<p><span style=\"text-decoration: underline\">Typical content personalization use cases<\/span>:<\/p>\r\n<ul>\r\n\t<li><strong>Active offers<\/strong>: S<em>haring current coupon codes, updating users about new inventory<\/em><\/li>\r\n\t<li><strong>User-level recommendations<\/strong>: <em>Proprietary or third-party recommendation engine content<\/em><\/li>\r\n<\/ul>\r\n<p><span style=\"text-decoration: underline\">How it works<\/span>: Just like profile-based personalization, Iterable checks the queries inside your template and returns your data feed's specific content.<\/p>\r\n<p>Depending on how your templates are customized, single or even multiple data feeds can generate different user-specific content inside your message. Once the data feeds are set up, they remain in place and readily pull in new personalized content as it\u2019s updated\u2014this is a great asset when building recurring messages or newsletters.<\/p>\r\n<p><span style=\"text-decoration: underline\">Example<\/span>: Using Netflix's knowledge about Ryan\u2019s profile and watch history, let\u2019s show how to upgrade that ratings request email with data feed recommendations.<\/p>\r\n<p>Let\u2019s start with the template. First, they\u2019ll build in their desired look and feel of their recommendation \u201cexperience\u201d into the email body\u2014in this example, by displaying three movie options of the same \u201caction\u201d genre as Avengers.<\/p>\r\n\r\n[caption id=\"attachment_9571\" align=\"alignnone\" width=\"884\"]<img class=\"wp-image-9571 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Datafeeds-with-Handlebars-1.png\" alt=\"Data feed content personalization template\" width=\"884\" height=\"1431\" \/> <em>Similar template, enhanced experience using data feeds.<\/em>[\/caption]\r\n\r\n<p>On the backend, Netflix\u2019s genre-based data feed will pull in Ryan\u2019s similar \u201caction\u201d genre movie content. In this case, it\u2019s information from \"Hancock,\" \"Godzilla\" and \"The Time Machine.\"<\/p>\r\n\r\n[caption id=\"attachment_9570\" align=\"alignnone\" width=\"1592\"]<img class=\"wp-image-9570 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Data-Feed-Output-1.png\" alt=\"Data feed genre-based recommendations\" width=\"1592\" height=\"1490\" \/> <em>Our hypothetical Netflix recommendation data feed serves up some great action-based content.<\/em>[\/caption]\r\n\r\n<p>Now, in addition to a personalized ask to rate his Avenger\u2019s viewing experience, Netflix sweetens the email deal with a few additional movies of potential interest.<\/p>\r\n\r\n[caption id=\"attachment_9551\" align=\"alignnone\" width=\"840\"]<img class=\"wp-image-9551 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Data-Feed-Rendering.png\" alt=\"Data feed recommendations inside sample email\" width=\"840\" height=\"1251\" \/> <em>Since Ryan likes action movies, he's now seeing three similar options in Netflix's potential email recommendations.<\/em>[\/caption]\r\n\r\n<p>You\u2019ve probably noticed the symbiotic relationship between data and experience. Using user profile data to inform data feeds adds yet another touch upon the content personalization endeavor.<\/p>\r\n<h4>Catalog<\/h4>\r\n<p><span style=\"text-decoration: underline\">What it is<\/span>: <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Catalog<\/a> is a recommendation builder. Catalog brings non-user related and third-party data (products, locations, menus, inventories, etc.) together inside the Iterable platform where it's easy to sort, group and build associative data into Collections of specific products, locations and offers.<\/p>\r\n<p>Catalog builds dynamic content groupings with the same depth and precision as our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204780539-Segmentation-Overview-\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation tool<\/a>. Each Collection\u2019s built-in logic checks the known attributes and preferences of your customers and then generates the criteria-based content that <em>best<\/em> complements their characteristics.<\/p>\r\n<p><span style=\"text-decoration: underline\">Typical content personalization use cases<\/span>:<\/p>\r\n<ul>\r\n\t<li><strong>Multi-attribute related content<\/strong>: <em>Top options matching previous purchase category and price range, similar listings to last product search (category, size, style, etc.)<\/em><\/li>\r\n\t<li><strong>Location-based initiatives<\/strong>: <em>Top locations near area codes, related locations near area codes<\/em><\/li>\r\n<\/ul>\r\n<p><span style=\"text-decoration: underline\">How it works<\/span>: Catalog functionality starts by first uploading product inventory into Iterable. After that, you can sort and band your products\u2019 and services\u2019 data into different lists of groupings.<\/p>\r\n<p>Use the Collection Builder to build Collections of personalized content groupings. Once inserted into your message template, Collections reference two stores of data before rendering customer-specific content: your Collection-specific product metadata and each user\u2019s specific profile data.<\/p>\r\n<p>Catalog creates individualized content blocks after product metadata (product types, store locations, prices, etc.) matches against the user data (behaviors, preferences, geolocation, etc.).<\/p>\r\n<p><span style=\"text-decoration: underline\">Example<\/span>: With Catalog, Netflix could take its content personalization experience even further.\u00a0<\/p>\r\n<p>Catalog generates recommendations from multiple criteria\u2014unlike the singular data points of data feeds.\u00a0<\/p>\r\n<p>Now, instead of Handlebars pointing to a specific data feed, they now point to Netflix\u2019s \u201ctopRatedAction\u201d Collection.<\/p>\r\n\r\n[caption id=\"attachment_9572\" align=\"alignnone\" width=\"893\"]<img class=\"wp-image-9572 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Catalog-Template-with-Handlebars-1.png\" alt=\"Catalog multi-attribute content personalization\" width=\"893\" height=\"1493\" \/> <em>Notice how adding \"top rated\" movies adds another element of intrigue to these recommendations.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s pretend that Netflix wanted to not only recommend action movies, but also specify popular ones. These movies must boast an overall star rating of 4.5 or higher.<\/p>\r\n<p>After Catalog queries the action genre library, the \u201ctopRatedAction\u201d Collection features: \"Spider-Man: Into the Spider-Verse,\" \"Ant-Man and The Wasp\" and \"Solo: A Star Wars Story.\"<\/p>\r\n\r\n[caption id=\"attachment_9553\" align=\"alignnone\" width=\"1797\"]<img class=\"wp-image-9553 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Catalog-Collection.png\" alt=\"Collection Builder for personalized content\" width=\"1797\" height=\"1519\" \/> <em>The Iterable Catalog Collection Builder curates selected content from Netflix's content query.<\/em>[\/caption]\r\n\r\n<p>In the finished product below, we\u2019ve taken the original rating request email and tailored it specifically to Ryan\u2019s interests. In this scenario, Netflix has successfully munged Ryan\u2019s data, its product data and the ratings of millions of other users into an orderly and personalized email!<\/p>\r\n\r\n[caption id=\"attachment_9565\" align=\"alignnone\" width=\"797\"]<img class=\"size-full wp-image-9565\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Catalog-Rendering.png\" alt=\"Netflix example Catalog content personalization\" width=\"797\" height=\"1281\" \/> <em>Things to do: Open email, rate Avengers, BINGE.<\/em>[\/caption]\r\n\r\n<h4>C.R.E.A.M. (Content Rules Everything About Marketing)<\/h4>\r\n<p>Content personalization means different things to different marketers. We get that! We all work within our unique sets of resources, data sets and business needs. Our customers value personalized content, and it\u2019s important that we as marketers continue pushing the limits of possibility.<\/p>\r\n<p>To see the Iterable personalization engine in action, <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">sign up for a customized demo<\/a> today.<\/p>","post_title":"3 Techniques for Mastering the Art of Content Personalization","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-techniques-mastering-content-personalization","to_ping":"","pinged":"","post_modified":"2020-06-10 15:57:46","post_modified_gmt":"2020-06-10 22:57:46","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9537","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-techniques-mastering-content-personalization\/"},{"ID":9506,"post_author":"7","post_date":"2020-06-02 07:57:03","post_date_gmt":"2020-06-02 14:57:03","post_content":"<p>In today\u2019s world, customer data is spread across a large number of sources\u2014from marketing, sales and support, to your own application(s). <a href=\"https:\/\/www.workato.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workato<\/a>, the leading <a href=\"https:\/\/blog.workato.com\/2019\/04\/new-age-enterprise-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Enterprise Automation<\/a> platform, enables you to integrate with all these sources to break customer data silos and bring context from all these applications to deliver personalized experiences at scale with security and governance.<\/p>\r\n<p>That\u2019s why we\u2019re excited to announce our partnership with <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> to deliver hyper-personalized customer experiences through the power of integration and workflow automation.<\/p>\r\n<p>The rewards for capitalizing on data are significant. Forbes <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">reports<\/a> that \u201cmarketers see a 760% increase in email revenue from personalized and segmented campaigns,\u201d and <a href=\"https:\/\/econsultancy.com\/reports\/2018-optimization-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">80% of companies<\/a> report seeing an uplift since implementing personalization, according to Econsultancy. Those are some high returns, and to achieve them, you need to have actionable data across applications.<\/p>\r\n<p>Here are some examples of how you can use Iterable and Workato together to drive revenue, improve customer experience and see those high returns we touched on above.<\/p>\r\n<h4>Drive repeat purchases through targeted campaigns with CRM Integration<\/h4>\r\n<p>If your company uses <a href=\"http:\/\/workato.com\/integrations\/salesforce\" target=\"_blank\" rel=\"noopener noreferrer\">Salesforce<\/a>, <a href=\"https:\/\/www.workato.com\/integrations\/zendesksell\" target=\"_blank\" rel=\"noopener noreferrer\">Zendesk Sell<\/a>, or another CRM as the single source of truth for your sales data and contacts associated with the sale, this data is extremely valuable for building campaigns to drive additional revenue from the customer.<\/p>\r\n<p>If you are using an external CRM or CDP, you can integrate it with Iterable using Workato in order to:<\/p>\r\n<ul>\r\n\t<li>Automatically create contacts in the CRM and keep them in sync in real-time, thereby ensuring Iterable always has all the potential marketable contacts.<\/li>\r\n\t<li>Any changes made to the contact in the CRM can automatically be synced back to Iterable, and vice versa.<\/li>\r\n\t<li>Run targeted campaigns based on the data stored in your CRM.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9543\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-9543 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Workato-1.png\" alt=\"Iterable integration with Workato and Salesforce\" width=\"936\" height=\"534\" \/> <em>Workato can automatically match Iterable events with the correct contact in Salesforce and if the contact doesn\u2019t exist, Workato searches for matching leads. If no lead is present, Workato will create a new lead.<\/em>[\/caption]\r\n\r\n<p>For example, say a customer buys a product and the details of the order are stored in Salesforce. You can sync the customer contact information associated with that order in Salesforce to Iterable in real-time, and then send them a welcome email with offers of related products that they can purchase.\u00a0<\/p>\r\n<h4>Run campaigns based on user behavior data by integrating with analytics tools<\/h4>\r\n<p>Iterable insights are extremely valuable, but only represent one piece of the puzzle when it comes to customer data. Analytics tools such as Mixpanel, Amplitude, and Google Analytics also offer unique insights into aspects of user behavior, including their intent, product usage, navigation paths, engagement, and more.<\/p>\r\n<p>This data is immensely valuable as it enables you to segment and target users based on their behavior and the actions they have taken.<\/p>\r\n<p>For example, you could provide a coupon to all the users who have viewed a specific product page or pricing page multiple times in the past few days, or all the users who have abandoned their shopping cart where the cart contained a specific product.<\/p>\r\n<p>These data-driven responses are important, but it can be a challenge to implement these at scale.<\/p>\r\n<p>By integrating Iterable with customer behavior analytics tools you can:<\/p>\r\n<ul>\r\n\t<li>Automatically pull data from analytics tools into Iterable in real-time, enabling you to run hyper-personalized campaigns based on user behavior. No more manually downloading\/uploading data at regular intervals.<\/li>\r\n\t<li>Automatically move the data from Iterable into specific projects in Mixpanel and Amplitude. This way the product teams and analysts have the data from Iterable available right in the project view for their own analysis.<\/li>\r\n<\/ul>\r\n<h4>Drive hyper-personalized campaigns based on a unified customer view\u00a0<\/h4>\r\n<p>To drive your cross-channel campaigns you\u2019ll need a persistent, unified customer database where all the data related to a customer is stored and can be combined to provide a single customer profile.<\/p>\r\n<p>You may be using a data warehouse like <a href=\"http:\/\/workato.com\/integrations\/snowflake\" target=\"_blank\" rel=\"noopener noreferrer\">Snowflake<\/a>, <a href=\"http:\/\/workato.com\/integrations\/redshift\" target=\"_blank\" rel=\"noopener noreferrer\">Redshift<\/a>, or <a href=\"https:\/\/www.workato.com\/integrations\/google_big_query\" target=\"_blank\" rel=\"noopener noreferrer\">BigQuery<\/a> and it can act as this unified customer database.<\/p>\r\n<p>To use your data warehouse in this way, you have to make sure:<\/p>\r\n<ul>\r\n\t<li>It has all the customer-related data available<\/li>\r\n\t<li>You can derive insights from this data and make it accessible to other marketing systems<\/li>\r\n<\/ul>\r\n<p>To do this, you can use Workato to automatically load data from your CRM, Financial systems, Support, and user behavior analytics tools into the data warehouse in order to enable a 360-degree view of the customer.\u00a0<\/p>\r\n<p>Workato uniquely allows you to move relevant data out of your data warehouse and directly into tools like Iterable so the data insights are actionable and don\u2019t need to wait weeks for an analyst to pull them. This will increase efficiency and ultimately drive revenue.\u00a0<\/p>\r\n<h3>Workato and Iterable: Driving Effective Personalization at Scale<\/h3>\r\n<p>Even though marketers know their prospects and customers expect a personalized experience, many feel they don\u2019t have sufficient data and insights to drive effective personalization.<\/p>\r\n<p>Workato and Iterable are partnering to address this gap and ensure that the marketers have the data they need from all customer touchpoints inside of Iterable and beyond. In short, we want to enable marketers to deliver hyper-personalization at scale.<\/p>\r\n<p>For more information on how to take advantage of this partnership,<a href=\"https:\/\/www.workato.com\/users\/request_demo?utm_source=blog&amp;utm_campaign=iterable_post\" target=\"_blank\" rel=\"noopener noreferrer\"> request a personalized demo<\/a>.<\/p>","post_title":"Workato and Iterable Partner to Automate Personalization at Scale","post_excerpt":"Here are some examples of how you can use Iterable and Workato together to drive revenue, improve customer experience and see high returns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"workato-iterable-automate-personalization-scale","to_ping":"","pinged":"","post_modified":"2020-06-02 07:57:03","post_modified_gmt":"2020-06-02 14:57:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/workato-iterable-automate-personalization-scale\/"},{"ID":9521,"post_author":"7","post_date":"2020-05-28 07:40:38","post_date_gmt":"2020-05-28 14:40:38","post_content":"<p><em><a href=\"https:\/\/yodelmobile.com\/?utm_source=directory&amp;utm_campaign=Businessofapps\" target=\"_blank\" rel=\"noopener noreferrer\">Yodel Mobile<\/a>, headquartered in the U.K., is the leading, global app growth consultancy and <a href=\"https:\/\/yodelmobile.com\/yodel-mobile-named-mobile-agency-of-the-year\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mobile Agency of the Year 2019<\/a>, specialising in launching and scaling apps. They drive sustainable business growth for their clients through a process of impactful optimisations across the user lifecycle to acquire high-quality users and maximise user value.<\/em><\/p>\r\n<p><em>Read on for an introduction to holistic app growth and the top five strategies to grow your user base, from our friends and experts at Yodel Mobile.<\/em><\/p>\r\n<p>In a hugely saturated market, competing for users in the app space can be incredibly challenging. Consumers downloaded a record <a href=\"https:\/\/www.appannie.com\/en\/go\/state-of-mobile-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">204 billion apps in 2019<\/a>, with research showing that <a href=\"https:\/\/www.appannie.com\/en\/go\/state-of-mobile-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a399 billion<\/a> has been spent globally on apps, subscriptions and other in-app spending over the past year.<\/p>\r\n<p>Many app owners are fighting for screen-time both within their categories and across the app stores. Long-gone are the days of placing value in vanity metrics, like install rates, as a measure of growth and success for an app business. Instead, success should be based on the ability to acquire, retain and convert high-value users and actions.\u00a0<\/p>\r\n<h3>Holistic App Growth: The Methodology to Successfully Growing your App User Base<\/h3>\r\n<p>Effective app and mobile marketing requires optimising for the full app user lifecycle, ensuring those users are high-intent, engaged and activated. Holistic app growth marketing considers the whole user funnel, through acquisition, activation, retention, monetisation all the way to your referral activity.<\/p>\r\n<p>Considering these essential touchpoints, this holistic methodology sits at the heart of Yodel Mobile\u2019s approach to effective app marketing and defines our unique <a href=\"https:\/\/yodelmobile.com\/services\/app-growth-programme\/\" target=\"_blank\" rel=\"noopener noreferrer\">App Growth Programme<\/a>. This thinking places emphasis on sustainable growth for long-term app success.\u00a0<\/p>\r\n<p>Here are our top five strategies that you could implement for your app business to successfully grow your user base:<\/p>\r\n<h4>1. Align towards a shared vision\u00a0\u00a0<\/h4>\r\n<p>Agreeing on a shared vision across your business is essential to working towards a common goal. Whilst this sounds like a big feat, there are steps you can take in the early stages of your app marketing efforts to establish a clear and concise strategy.<\/p>\r\n<p>You can start by evaluating the priorities of the different factions of your app business, be that branding, social, campaign management or your app division, to ensure they are aligned in their targets and putting the app in the context of the wider business. This goal should be the most reflective measure of sustainable growth for your app.\u00a0<\/p>\r\n<p>To achieve your growth targets, you need to establish what your \u201cNorth Star\u201d metric is. Your \u201cNorth Star\u201d metric should reflect what action provides realised value to your customer and is typically the best indication of future revenue for your app.<\/p>\r\n<p>For a workout app, this could be the number of paid workouts completed or for a music streaming app, the number of premium tier subscribers. Once you have determined your \u201cNorth Star\u201d and communicated this across the business, you can take the next step and focus on your acquisition, engagement and retention targets.<\/p>\r\n<h4>2. Measure, measure, measure<\/h4>\r\n<p>With a clear view of your growth targets, you need to be able to measure the impact of your strategies and optimisations. Measurement is key here, so you need to implement a stack that will give you a view into essential insights and analytics, especially before you start growing your user base. These tools will help you to gain a holistic understanding of your users.<\/p>\r\n<p>At the bare minimum, you should implement the following trio:<\/p>\r\n<ol>\r\n\t<li><strong>Attribution<\/strong>: it\u2019s vital to know where your app\u2019s users are coming from. Were they referred through your app from your website, by a smart banner or through a paid Instagram advert? Your attribution tool will reveal all, and help you to evaluate the value and cost per install.<\/li>\r\n\t<li><strong>Analytics<\/strong>: Your conversion rate optimisation will depend on data-led optimisations from your analytics tool. Your chosen in-app analytics platform will give you optimum visibility on user behaviour and use value by identifying high-converting actions and features. It will also pinpoint common pain points that lead to churn.<\/li>\r\n\t<li><strong>Marketing Automation<\/strong>: That\u2019s where a tool like <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> can add huge value. You will have the basis needed for audience segmentation and the ability to implement personalised and multi-channel messaging to drive customer engagement and high-value actions. (more on point 5).<\/li>\r\n<\/ol>\r\n<p>Importantly, no tool does it all. You need to make sure your whole stack is integrated so you can connect data across your platforms for a true picture of your users and their behaviours.<\/p>\r\n<h4>3. Retention before acquisition<\/h4>\r\n<p>By implementing product-focused optimisations before ramping up your acquisition efforts, you can rest assured that your user journey accounts for down-the-line retention. One important factor is getting users to accept push notifications through your push priming strategy.<\/p>\r\n<p>Now that you have your marketing automation tool in place, you can serve customised and timed prompts, with messaging that clearly states the value exchange of opting in to push, location sharing, direct email and other messaging.<\/p>\r\n<p>This is foundational to building a relationship with your user. However, this is only applicable to iOS users, as your Android users will be automatically opted into push. The real challenge for Android will be keeping them opted-in to maintain vital channels for communication (see more on point 5).<\/p>\r\n<p>Now you\u2019re well on your way to pushing a fool-proof product to your target audience, one that is set up to retain your influx of users.<\/p>\r\n<h4>4. Acquire high-value users<\/h4>\r\n<p>The best way to tackle the growth of your user base is to bridge your efforts towards, and the gap between, your paid and organic acquisition methods. Both of these strategies are essential in acquiring and growing a highly engaged user base.\u00a0<\/p>\r\n<p><strong>Organic acquisition<\/strong>: The beauty of a great organic acquisition strategy is that there is demonstrated intent in your services or brand. This indicates a higher probability for success with down-the-line engagement, retention, and monetisation, impacting the whole user lifecycle funnel.<\/p>\r\n<p>For effective organic acquisition, you should implement an app store specific App Store Optimisation programme (<a href=\"https:\/\/yodelmobile.com\/aso-infographic-ios11-app-store-app-store-optimisation\/\" target=\"_blank\" rel=\"noopener noreferrer\">see key optimisations from our ASO infographic<\/a>).<\/p>\r\n<p>Make sure to:<\/p>\r\n<ol>\r\n\t<li>Implement ongoing keyword optimisations do drive discoverability of your app in the stores<\/li>\r\n\t<li>Ensure your listings foreground your value proposition and\/or makes use of your existing brand success to drive traction<\/li>\r\n\t<li>Test and implement compelling creative assets such as your screenshots or promotional videos that foreground your app\u2019s features and\/or capitalises on your brand recognition<\/li>\r\n<\/ol>\r\n<p><strong>Paid user acquisition<\/strong>: By sending users towards a highly optimised listing, you\u2019ve safeguarded your advertising budget and can freely focus on your paid user acquisition strategies. Users who convert from paid app install campaigns are as valuable as your organic users.<\/p>\r\n<p>Paid advertising offers the ability to target new and niche audiences with a high level of granularity, targeting with the right message, at the right time and on the right platform.<\/p>\r\n<p>You should:<\/p>\r\n<ol>\r\n\t<li>Implement and test your attribution tracking, including post-install events to determine high-value acquisition sources<\/li>\r\n\t<li>Make sure you\u2019ve determined the best possible combination of channels to acquire your users from (ad networks, app store search, social, etc.) and how much budget to allocate to each channel<\/li>\r\n\t<li>Optimise your campaigns continuously to execute the most successful creative and copy to capture and convert your target audience<\/li>\r\n<\/ol>\r\n<h4>5. Build a meaningful relationship<\/h4>\r\n<p>Now it's time to encourage customer engagement to drive high-value actions within your app. When it comes to engaging and re-engaging users, two of the greatest weapons in your arsenal are push notifications and in-app messages.<\/p>\r\n<p>Some key high-value actions you can encourage through push include:<\/p>\r\n<ol>\r\n\t<li><strong>Encouraging users to rate and review your app<\/strong>. This will impact your organic acquisition efforts as high star-ratings positively impact a user\u2019s decision to install. It will also allow you to collect qualitative data on your users\u2019 experience in the app which could feed into your product roadmap.<\/li>\r\n\t<li><strong>Share promotions and special offers<\/strong>. Promotions and offers are great ways to encourage conversions, be that a single in-app purchase or prompting free or trial users to upgrade into paying subscribers.<\/li>\r\n<\/ol>\r\n<p>Remember, the success of these strategies will be heavily dependent on your understanding of your users. You are much more likely to be successful if you trigger the prompt based on the users\u2019 latest activity within the app, so make sure you apply the data from your stack to segment your audience, personalise timing, copy and tone for successful push campaigns.\u00a0<\/p>\r\n<p>By bringing together these top strategies, you\u2019ll be well on your way to achieving growing your app user base successfully!<\/p>","post_title":"Top 5 Strategies to Successfully Grow Your App User Base","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-5-strategies-successfully-grow-app-user-base","to_ping":"","pinged":"","post_modified":"2020-05-28 07:40:38","post_modified_gmt":"2020-05-28 14:40:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9521","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/"},{"ID":9512,"post_author":"7","post_date":"2020-05-26 08:30:47","post_date_gmt":"2020-05-26 15:30:47","post_content":"<p><a href=\"http:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener noreferrer\">Activate Live<\/a>, Iterable\u2019s third-annual growth marketing conference, is coming to a (laptop) screen near you on June 24. In addition to 15+ sessions and valuable networking opportunities during this virtual event, we\u2019ll be recognizing the <a href=\"https:\/\/iterable.com\/activate\/#awards\" target=\"_blank\" rel=\"noopener noreferrer\">finalists and winners<\/a> of the anticipated 2020 Growth Marketing Awards.<\/p>\r\n<p>Iterable\u2019s Growth Marketing Awards are designed to recognize and celebrate customers that are leveraging Iterable to power world-class, cross-channel engagement.<\/p>\r\n<p>We received many fantastic submissions for each of the six categories:<\/p>\r\n<ul>\r\n\t<li>Growth Marketing Team of the Year, Enterprise<\/li>\r\n\t<li>Growth Marketing Team of the Year, SMB<\/li>\r\n\t<li>Most Sophisticated Use of Workflow Studio<\/li>\r\n\t<li>Best Cross-Channel Campaign<\/li>\r\n\t<li>Most Captive Audience<\/li>\r\n\t<li>Most Impactful Transition to Iterable<\/li>\r\n<\/ul>\r\n<p>Check out our infographic below to view the finalists of the 2020 Growth Marketing Awards. We\u2019re honored to work with these leading brands building the creative, innovative campaigns that keep consumers engaged around the world.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone wp-image-9514 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Activate-Live_Awards_Infographic.png\" alt=\"Infographic of the finalists of the 2020 Growth Marketing Awards\" width=\"1000\" height=\"4230\" \/><\/a><\/p>\r\n<p>Review our list of <a href=\"https:\/\/www.prnewswire.com\/news-releases\/announcing-the-winners-of-the-2019-iterable-growth-marketing-awards-300832445.html\" target=\"_blank\" rel=\"noopener noreferrer\">last year\u2019s winners<\/a>, and stay tuned for our upcoming announcement on 2020\u2019s results.<\/p>\r\n<p>Many of these award finalists are slated to speak at Activate Live, so <a href=\"https:\/\/iterable.com\/activate\/#schedule\" target=\"_blank\" rel=\"noopener noreferrer\">view the full agenda<\/a> to see what\u2019s in store.<\/p>\r\n<p>Registration is free, so <a href=\"http:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener noreferrer\">sign up to attend today<\/a> to learn from these industry leaders!<\/p>","post_title":"Announcing the Finalists of the 2020 Growth Marketing Awards","post_excerpt":"View the finalists of the 2020 Growth Marketing Awards and celebrate their achievements with us at Activate, Iterable's signature conference.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"finalists-2020-growth-marketing-awards","to_ping":"","pinged":"","post_modified":"2020-05-26 09:50:37","post_modified_gmt":"2020-05-26 16:50:37","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9512","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/finalists-2020-growth-marketing-awards\/"},{"ID":9505,"post_author":"70","post_date":"2020-05-21 09:49:47","post_date_gmt":"2020-05-21 16:49:47","post_content":"<p>It\u2019s a strange world we live in. When did single-ply toilet paper become the best Mother\u2019s Day gift? When did doing puzzles and baking sourdough become the highlights of our weekends?<\/p>\r\n<p>COVID-19 has shifted life as we know it. As social distancing restrictions put financial pressures on businesses and families, and consumers shift their attention away from impulse-buying and towards the essentials, it has become increasingly difficult to reach audiences in a saturated market.<\/p>\r\n<p>We wanted to assemble a fabulous lineup of speakers to give strategic and tactical advice for marketers seeking to pivot during this paradigm shift, so we partnered with <strong>Holistic Email Marketing<\/strong> to host the insightful virtual event, \"Holistic Live - Together at Home.\"<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9509\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052120_Holistic-Live-Recap_Panelists.png\" alt=\"Holistic Live panelists\" width=\"600\" height=\"800\" \/><\/p>\r\n<p>Introducing the panel and running the show was <a href=\"https:\/\/www.linkedin.com\/in\/adeola-sole-b2b66836\/?originalSubdomain=uk\">Adeola Sole<\/a>, senior consultant at Holistic Email Marketing. She opened the floor to our panelists:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/eloiseshuttleworth\/\">Eloise Shuttleworth<\/a>, Director of Customer Success at Iterable<\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/leapalomba\/\">Lea Palomba<\/a>, formerly of Ebay<\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/kathpay\/\">Kath Pay<\/a>, CEO of Holistic Email Marketing<\/li>\r\n<\/ul>\r\n<p><em>First on the cast of speakers was our very own Eloise. Here\u2019s what we learned about <b>Personalization:<\/b><\/em><\/p>\r\n<h4>Personalizing emails is the most effective way to market to consumers, but it takes time, patience and a lot of data.<\/h4>\r\n<p>An email that sends you relevant, compelling content intended just for you, based on recent searches, geolocation and purchases is a recipe for quick and lasting email conversions. But the biggest roadblock that all marketers face in the quest for personalization is access to data (hello, data silos!).<\/p>\r\n<p>Instead of putting added pressure on your technical team, think about inventive ways to collect data, like progressive profiling in emails. Still, approach personalization with cautious optimism: Repetitive emails with irrelevant content and botched data parameters can turn customers off from a brand and remind them to unsubscribe.<\/p>\r\n<h4>Personalization is an ongoing, iterative and constantly evolving process.<\/h4>\r\n<p>Think you got personalization down? Think again!\u00a0 A customer\u2019s perception can change daily, as does their information, so you should always be collecting, analyzing and A\/B testing. Your competition is constantly reviewing and editing their data schemas, so you should be too! Use downtimes (like during a pandemic) to adjust what data you are pulling, and identify gaps you need to fill.<\/p>\r\n<p>And don\u2019t forget the finer details of your email marketing. The content of the email is important in personalization, but so are send times, message frequency and consumer segmentation.<\/p>\r\n<p><em>Next on the agenda was Lea Palomba, who talked through <b>adjusting priorities to changing circumstances:<\/b><\/em><\/p>\r\n<h4>Brands have to be ultra-sensitive during COVID-19.<\/h4>\r\n<p>As you know, a brand is not only defined by the quality of its products or services, but also by its crisis communications, marketing strategy, social advocacy and more.<\/p>\r\n<p>During COVID-19,<a href=\"https:\/\/www.technologyreview.com\/2020\/04\/07\/998552\/why-the-coronavirus-lockdown-is-making-the-internet-better-than-ever\/\"> internet traffic has grown by 40%<\/a>, and <a href=\"https:\/\/www.marketingweek.com\/marketing-campaigns-delays-rise-coronavirus\/\">85% of senders have paused their campaigns. <\/a>Differentiate yourself by leading with empathy and ensuring that you\u2019re saying the right thing at the right time.\u00a0<\/p>\r\n<h4>Assume that what you once knew about your consumer is no longer true.<\/h4>\r\n<p>The daily habits of consumers have completely changed. So brands should pause and reevaluate their customer data to send effective and unobtrusive messages.<\/p>\r\n<p>Consumer lifestyles and tendencies have shifted, and habits that are established now will most likely continue even after communities and economies have reopened. So take the time to audit your CRM program now.<\/p>\r\n<h4>Marketing is brand influence.<\/h4>\r\n<p>Collaboration is always key! Sync with different departments on goals and objectives before revamping a marketing strategy. It\u2019s particularly important to define a campaign budget on the front end that makes your internal team happy, and look for opportunities for your brand.<\/p>\r\n<p><em>Last but not least, we heard from Kath Pay, CEO of Holistic Marketing, who explained <b>how <\/b><b>to optimize your lifecycle programmes:\u00a0<\/b><\/em><\/p>\r\n<h4>Testing is essential. And Holistic Testing beats Ad Hoc Testing at every interval.<\/h4>\r\n<p>It\u2019s important that you\u2019re always iterating. With marketing, it\u2019s <i>essential<\/i> that you adjust messaging for changing preferences, locations and circumstances. And you accomplish these adjustments by testing.<\/p>\r\n<p>Of course, there are minutiae in testing. Kath discussed discrepancies between Ad Hoc Testing (one-off experiments) and Holistic Testing (continuous, consistent testing). With Holistic Testing, you gain an immediate uplift in the conversions of an email campaign, which helps teams gain longitudinal insights into your customers and yields flexible results that can be applied to channels outside of email.<\/p>\r\n<h4>Set up a Permanent A\/B Stream.\u00a0<\/h4>\r\n<p>It's all about setting your marketing team up for long-term (automated) success. With the Permanent A\/B Stream, the content, hypothesis, and other testing factors will constantly change, but the formation of the stream will stay constant. It's all about iteratively learning. Little by little, you will leverage insights to make incremental improvements to your messaging, resulting in marginal gains. Hands-off success is\u00a0<em>always\u00a0<\/em>appealing.<\/p>\r\n<p>Before moving on, remember to record your results! At some point in the future, you will kick off a new campaign, and say, \"Oh, we tested this hypothesis a long time ago. I wonder if our audience has changed. I wonder if we should retest it?\" And you will be able to stand your new results next to past results, and gain valuable insights from this comparison.<\/p>\r\n<h4>If you test a strong hypothesis, then you will yield great results.<\/h4>\r\n<p>Like we\u2019ve said before, testing is key to optimizing your lifecycle. It helps you save money by making sure you invest in campaigns that work for each and every customer.<\/p>\r\n<p>The best part about Holistic Testing is that you can adjust multiple variables (subject line, image, content) for each test. Your results\u2014both successes and failures\u2014will need to be mapped back to your objectives. Remember that open rates do NOT determine conversions and record your results.<\/p>\r\n<p><em>Sample strong hypotheses that you can test:<\/em><\/p>\r\n<ul>\r\n\t<li>An emotional question will generate more sales than a directive statement.<\/li>\r\n\t<li>The phrase \u201cdouble loyalty points\u201d will generate more sales than \u201c2x loyalty points\u201d.<\/li>\r\n<\/ul>\r\n<h3>Recapping Holistic Live: Together at Home<\/h3>\r\n<p>COVID-19 has clearly changed the way we interact with customers. But our recent virtual event with Holistic Email Marketing underlines the necessity of integrating personalization, data acquisition and testing into your marketing toolkits. It\u2019s an opportunity to assess your brand\u2019s messaging strengths and weaknesses, and start anew.\u00a0<\/p>\r\n<p>Need a hand? Iterable is here to help you optimize your messaging and personalize your brand marketing at any time\u2014especially during a pandemic. Reach out and <a href=\"http:\/\/iterable.com\/demo\">schedule a demo<\/a> of our growth marketing platform today.<\/p>","post_title":"Top Takeaways From Holistic Live - Together at Home","post_excerpt":"We recap the best advice from the \u201cHolistic Live! - Together at Home\u201d virtual event, brought to you by Holistic Email Marketing and Iterable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-holistic-live-together-home","to_ping":"","pinged":"","post_modified":"2020-05-21 09:49:47","post_modified_gmt":"2020-05-21 16:49:47","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9505","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-takeaways-holistic-live-together-home\/"},{"ID":9494,"post_author":"7","post_date":"2020-05-19 08:10:31","post_date_gmt":"2020-05-19 15:10:31","post_content":"<p><em><a href=\"https:\/\/themazegroup.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Maze Group<\/a> is a highly technical strategic consultancy and investment group, working with leading consumer companies to increase valuation through digital transformation and data-driven marketing.<\/em><\/p>\r\n<p><em>Read on for their guest contribution on what questions you should be asking during an email service provider (ESP) evaluation to prepare your business for the future.<\/em><\/p>\r\n<p>As the current climate demonstrates, you need to be ready to pivot and make changes to your online strategy seemingly at a moment's notice. Those that prepare for these situations and have the flexibility needed with their data, technology and strategy are winning right now.<\/p>\r\n<p>To maintain a competitive advantage, you need to future-proof your marketing technology stack to ensure that you have the capabilities needed not just for today, but also for tomorrow and beyond.<\/p>\r\n<p>The purpose of this article is to educate you on what questions you can ask in order to prepare yourself for the future.<\/p>\r\n<h4>1. Does the ESP integrate with customer data platforms?<\/h4>\r\n<p>When building your <a href=\"https:\/\/iterable.com\/blog\/build-growth-marketing-stack\/\" target=\"_blank\" rel=\"noopener noreferrer\">ideal marketing tech stack<\/a>, the importance of data flexibility is at an all-time high. Your ESP should not only have seamless integrations with e-commerce providers and analytics tools but also out-of-the-box connections with today\u2019s leading customer data platforms (CDPs), such as <a href=\"https:\/\/iterable.com\/partners\/segment\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segment<\/a> or <a href=\"https:\/\/iterable.com\/partners\/mparticle\/\" target=\"_blank\" rel=\"noopener noreferrer\">mParticle<\/a>.<\/p>\r\n<p>When selecting an ESP, understanding its integrations at a granular level allows you to set yourself up for success down the road. The data getting passed into and from your ESP allows for future segmentation and personalization.<\/p>\r\n<p>Having this mapped out from day 1 allows you to build a tech stack that is flexible enough for the unknown. Maybe your brand plans to launch a new product or sub-brand in the not-so-distant future and you want to cross-leverage data across your portfolio.<\/p>\r\n<p>One way to future-proof is to understand the touchpoints between platforms. If you pick an ESP without an understanding of CDP integrations, you could find yourself pigeon-holed into subpar personalization thanks to cumbersome data silos.<\/p>\r\n<h4>2. Does the ESP support multiple channels?<\/h4>\r\n<p>Having just email doesn\u2019t cut it in e-commerce anymore. It's vital that your ESP not only sends email, but also supports mobile push, SMS, direct mail, and even paid media, like Facebook Custom Audiences.<\/p>\r\n<p>With our clients, we have seen customer acquisition costs drop by 50% simply by sending postcards in the early stages of churn risk vs. sending Facebook ads at the same point in the journey. It\u2019s important that you can have the capability to drive similar tests to see when and how you should communicate with your customers.<\/p>\r\n<p>We see far too many retailers who have their email teams operate in a vacuum. You should be communicating with your customers on multiple platforms once they sign up, and that journey should be managed in your ESP.<\/p>\r\n<p>This allows for a full-funnel approach, so you can create highly segmented and channel-agnostic user journeys. The flexibility to test sending a postcard after your second welcome email instead of a third ineffective email can prove to pay dividends when scaling your channel-agnostic marketing strategy.<\/p>\r\n<h4>3. How available is Customer Support, and how active will they be during your implementation?<\/h4>\r\n<p>It is essential that you work with a team that can serve as more than just a vendor, but rather as a resource and trusted partner during your ESP implementation.<\/p>\r\n<p>Key preparations, such as your data migration and IP warming, are often overlooked, and in extreme cases can cause massive hits to your business during the transition.<\/p>\r\n<p>Having your ESP\u2019s Customer Support team actively involved in the migration process ensures that you avoid those pitfalls. Are they coming to you with strategic recommendations, or are you simply stuck in a queue with a 72-hour wait time anytime you have a question?<\/p>\r\n<p>When selecting your ESP, consider their Customer Support as an extension of your own team to serve as product experts who can help ensure you\u2019re ahead of the curve.<\/p>\r\n<h4>4. Does your engineering team actually like using the ESP?<\/h4>\r\n<p>In our experience, many developers frankly don\u2019t like most legacy ESPs available in the market, because they feel limited with what these technologies can do with APIs and despise the finicky nature of email coding.<\/p>\r\n<p>During a proof of concept, having your engineers get access to a sandbox and understand the API documentation during the vetting process is a must. Ideally, the developers on your team should learn the ins-and-outs of your marketing tech stack, how data passes and what data is passed.<\/p>\r\n<p>We find that oftentimes engineering teams can get left out of the ESP selection process, but we advise not to make this mistake. They will likely be the most critical of the available options and provide valuable technical feedback.<\/p>\r\n<p>Engineering teams often hold the keys to a company\u2019s tech stack and its roadmap, so make sure you have their buy-in. Their familiarity with the platform will pay dividends in future-proofing your selection.<\/p>\r\n<h4>5. What role does AI play in the ESP\u2019s current and future offering?<\/h4>\r\n<p>Let\u2019s face it, most ESPs say they have AI functionality but when it comes down to it, we are still scratching the surface of what AI is and will be in the ESP space. Your ESP should have the basics down\u2014it should have predictive insights to understand when users maybe should be coming back to purchase again.<\/p>\r\n<p>The technology is also out there for leveraging AI to do things like send-time and frequency optimization. When you are potentially running hundreds of personalized flows, the ability to automate messaging timing and cadence is a huge time-and-energy saver.<\/p>\r\n<p>But like all technology, what we see today and what we see in five years will advance more than email has in the last 20 years. Partnering with an ESP who has answered yes to the above 4 questions will likely land you with a yes on number 5.<\/p>\r\n<h3>Future-Proof Your MarTech Stack With the Right ESP<\/h3>\r\n<p>The MarTech ecosystem is changing by the day, but these questions should help you future-proof for those changes.<\/p>\r\n<p>If you would like to discuss any of these questions in more detail, feel free to reach out to me at <a href=\"mailto:Chip@themazegroup.com\" target=\"_blank\" rel=\"noopener noreferrer\">Chip@themazegroup.com<\/a>. I would love to talk through your ESP evaluation and see if there's anything The Maze Group can do to help.<\/p>","post_title":"5 Questions to Ask ESPs to Future-Proof Your MarTech Stack","post_excerpt":"To maintain a competitive advantage, you need to future-proof your marketing technology stack with the right email service provider (ESP).","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-questions-ask-esps-future-proof-martech-stack","to_ping":"","pinged":"","post_modified":"2020-05-19 08:10:31","post_modified_gmt":"2020-05-19 15:10:31","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9494","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/5-questions-ask-esps-future-proof-martech-stack\/"},{"ID":9457,"post_author":"35","post_date":"2020-05-14 11:19:33","post_date_gmt":"2020-05-14 18:19:33","post_content":"<p>It\u2019s safe to say the retail industry has undergone some changes in recent months. COVID-19 has <a href=\"https:\/\/www.forbes.com\/sites\/pamdanziger\/2020\/04\/03\/retail-companies-on-death-watch-is-growing-fast-as-covid-19-puts-non-essential-retailers-on-life-support\/#4ce458125ea9\" target=\"_blank\" rel=\"noopener noreferrer\">forced closures<\/a> across the world and left retailers scrambling. For some, like groceries, the current environment has helped sales, but for others, like fashion retailers, the situation is growing more desperate the longer the public stays inside.<\/p>\r\n<p>The U.S. Census Bureau reports that overall retail sales in March dropped 6.2% year-over-year, the <a href=\"https:\/\/nrf.com\/media-center\/press-releases\/march-retail-sales-plummet-during-coronavirus-pandemic\" target=\"_blank\" rel=\"noopener noreferrer\">largest monthly drop<\/a> ever recorded. Fashion retailers seem to have taken the brunt of the blow, however, with sales dropping 50.5% from February to March.<\/p>\r\n<p>With e-commerce sales taking <a href=\"https:\/\/www.digitalcommerce360.com\/article\/e-commerce-sales-retail-sales-ten-year-review\/\" target=\"_blank\" rel=\"noopener noreferrer\">larger and larger portions<\/a> of annual sales with each passing year, it could be argued that simply staying inside wouldn\u2019t necessarily be a nail in the coffin for fashion retailers. But shelter-in-place ordinances have shifted consumer spending and redefined what is considered discretionary or essential.<\/p>\r\n<p>Groceries are an obvious essential\u2014people need to eat\u2014but fitness equipment and computers have both seen steep <a href=\"https:\/\/www.retailcustomerexperience.com\/blogs\/how-the-consumer-mindset-is-shifting-during-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">boosts in online sales<\/a> (55% and 40% respectively) in an effort to access creature comforts of the outside world from the safety of our living rooms. For many, it\u2019s less important now to dress well than maintain physical and mental health.<\/p>\r\n<p>In January 2020, we kicked off a three-week research study of five leading fashion retailers (<a href=\"https:\/\/www.bloomingdales.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bloomingdale\u2019s<\/a>, <a href=\"https:\/\/www.neimanmarcus.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Neiman Marcus<\/a>, <a href=\"https:\/\/www.renttherunway.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rent the Runway<\/a>, <a href=\"https:\/\/www.macys.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Macy\u2019s,<\/a> and <a href=\"https:\/\/www.saksfifthavenue.com\/Entry.jsp\" target=\"_blank\" rel=\"noopener noreferrer\">Saks Fifth Avenue<\/a>). Modern lifestyles are happening more and more via mobile devices. With that in mind, we wanted to see how these organizations were utilizing mobile marketing to interact with their customers.<\/p>\r\n<p>We downloaded their apps, browsed items on mobile, and even abandoned our carts in the hopes of seeing our behavior integrated into their marketing campaigns. The results of that research can be found in our newest <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardown<\/a>.<\/p>\r\n<p><iframe style=\"max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/zHTKzlmPEywyl\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">\ufeff<\/span> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Fashion Retailers \u2014 Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/fashion-retailers-iterable-user-engagement-teardown-234280083\" target=\"_blank\" rel=\"noopener noreferrer\">Fashion Retailers \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p>But, as we\u2019ve covered, times have changed. Marketing in January of this year might as well have been a different era compared to how companies can interact with their audiences now. So, we worked with our friends at MailCharts, a leading <a href=\"https:\/\/www.mailcharts.com\">e-commerce email marketing database<\/a> to see just how differently the marketing landscape is for fashion retailers under COVID-19.<\/p>\r\n<h3>Fashion Retail Marketing in the Before Times<\/h3>\r\n<p>Prior to shelter-in-place, fashion retailers were humming along with their usual marketing practices. Sales reigned supreme as the core driver of engagement. Mid-to-late January lends itself well to thematic promotions with discounted winter clothing and the impending need for Valentine\u2019s Day gifts.<\/p>\r\n\r\n[caption id=\"attachment_9460\" align=\"alignnone\" width=\"958\"]<img class=\"size-large wp-image-9460\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-06-at-3.42.34-PM-958x1024.png\" alt=\"Winter Themed Fashion Retail Promotion\" width=\"958\" height=\"1024\" \/> <em>Who can resist up to 75% off? Stay warm and save money!<\/em>[\/caption]\r\n\r\n<p>Occasionally, these brands would push for an in-store visit as foot traffic used to be a strong driver of revenue. Even in promoting the in-store experience, fashion retailers often recognized the presence of e-commerce.<\/p>\r\n\r\n[caption id=\"attachment_9461\" align=\"alignnone\" width=\"672\"]<img class=\"size-large wp-image-9461\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-07-at-11.56.49-AM-672x1024.png\" alt=\"Pick Up In Store Promotion\" width=\"672\" height=\"1024\" \/> <em>Neiman Marcus smartly looked to simplify the purchasing process and incentivize spontaneous purchases in-store.<\/em>[\/caption]\r\n\r\n<p>For the most part, the messaging over this three-week period stayed neutral, focusing more on \u201cyou\u201d and what \u201cyou\u2019ll love\u201d rather than contextualizing the clothing in a situation, such as at an event or working from home.<\/p>\r\n\r\n[caption id=\"attachment_9462\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9462\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-11-at-9.56.21-AM-1024x684.png\" alt=\"Recommendations Added to Cart Abandonment\" width=\"1024\" height=\"684\" \/> <em>Product recommendations are a staple in fashion marketing.<\/em>[\/caption]\r\n\r\n<h3>Fashion Retail Marketing Today<\/h3>\r\n<p>And then everything changed.<\/p>\r\n<p>Much like their fellow marketers across the world, fashion retail marketers had to adapt to a new world order. In-store sales became a moot point and empathy took over. Nowadays, we\u2019re seeing these same retailers altering their frequency and messaging to fit the new consumer lifestyle.<\/p>\r\n<p>Rent the Runway, in particular, had to shift gears drastically as the need for renting designer clothing and accessories plummeted. Instead, they\u2019ve switched to promoting work-from-home styles, even going so far as promoting attire for digital events.<\/p>\r\n\r\n[caption id=\"attachment_9464\" align=\"alignnone\" width=\"796\"]<img class=\"size-full wp-image-9464\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-13-at-5.12.51-PM.png\" alt=\"Rent the Runway Event Promotion\" width=\"796\" height=\"578\" \/> <em>Adapting to the consumer\u2019s environment builds trust that your brand will look out for the user no matter what. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>Macy\u2019s dove into the workout-from-home boon by offering recommendations on their best workout clothes. Their messaging also shifted to directly call out the store closures and charities they\u2019ve partnered with like <a href=\"https:\/\/www.mealsonwheelsamerica.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Meals on Wheels<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_9465\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-9465\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-13-at-5.14.13-PM.png\" alt=\"Macys Work From Home Promotion\" width=\"600\" height=\"895\" \/> <em>You may not be able to find a kettlebell, but you can still be stylish while working out from home. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>Finally, moving beyond fashion, retailers have taken this opportunity to promote their lesser-known items. Home essentials have shown up more frequently in recent months, especially as consumers look to cook for themselves.<\/p>\r\n\r\n[caption id=\"attachment_9468\" align=\"alignnone\" width=\"396\"]<img class=\"size-full wp-image-9468\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-14-at-9.10.42-AM.png\" alt=\"Saks Fifth Avenue Home Essentials\" width=\"396\" height=\"557\" \/> Everyone is a home chef now...whether they like it or not. Source: MailCharts[\/caption]\r\n\r\n<h3>Where Do Fashion Retailers Go From Here?<\/h3>\r\n<p>Short answer: who knows.<\/p>\r\n<p>Longer, more reasonable answer: pieces of the shelter-in-place lifestyle will remain. Some consumers will keep their status as burgeoning home chefs and look to fill out their kitchens.<\/p>\r\n<p>Others may <a href=\"https:\/\/www.cnbc.com\/2020\/04\/03\/working-from-home-is-now-mainstream-but-is-it-here-to-stay.html\" target=\"_blank\" rel=\"noopener noreferrer\">work from home<\/a> for the long term. The effects and sustainability of the new lifestyle remain to be seen. But, the willingness to adapt shown by these retailers shows that it is possible for marketers to keep pace. It starts with an empathetic mindset and is executed through expert data management.<\/p>\r\n<p>Consumers are looking for products with different needs in mind. It\u2019s up to you as the marketer to understand this behavior and tailor messaging to be relevant and helpful. Keeping the user\u2019s environment in mind will help navigate this tricky situation, and could even lead to new insights and campaign strategies for future success.<\/p>\r\n<p>Who knows?<\/p>\r\n<p><em>For more about fashion retail marketing and a host of other industries, check out our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a> analyzing their messaging.<\/em><\/p>","post_title":"Dressed to Isolate: Fashion Retail Marketing Under COVID-19","post_excerpt":"We analyzed the marketing strategies in the fashion retail industry to identify how their tactics have changed from January to now under COVID-19.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"fashion-retail-marketing-covid-19","to_ping":"","pinged":"","post_modified":"2020-05-19 09:29:25","post_modified_gmt":"2020-05-19 16:29:25","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9457","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"},{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["blog-post","teardown"],"term_names":["Blog Post","Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/fashion-retail-marketing-covid-19\/"},{"ID":9420,"post_author":"7","post_date":"2020-05-12 08:42:47","post_date_gmt":"2020-05-12 15:42:47","post_content":"<p>When it comes to having a strong testing mentality at the cornerstone of your growth marketing strategy, nobody does it better than Sue Cho, <a href=\"https:\/\/www.linkedin.com\/in\/suechoemails\/\" target=\"_blank\" rel=\"noopener noreferrer\">Head of Lifecycle Marketing at Calm<\/a>. She\u2019s been an <a href=\"https:\/\/www.prnewswire.com\/news-releases\/announcing-the-winners-of-the-2018-iterable-growth-marketing-awards-300621429.html\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable MVP for years<\/a>, ever since she served as the Director of Email Marketing at <a href=\"https:\/\/iterable.com\/blog\/autolist-drives-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Autolist<\/a>.<\/p>\r\n<p>We recently sat down with Sue to recap her <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">recent webinar<\/a> with us and Amplitude on the three truths she found through analytics and testing.<\/p>\r\n<p>Read on to learn the ins-and-outs of Calm\u2019s tech stack, their most important metric and more valuable insights!<\/p>\r\n<h3>An Interview With Sue Cho From Calm<\/h3>\r\n<h4>Tell us about yourself, Sue.<\/h4>\r\n<p>I am the Head of Lifecycle Marketing for Calm and I oversee all things retention, engagement and conversion. I run campaigns on channels, like email, push notifications, and even direct mail (which we call snail mail).<\/p>\r\n<p>I've been doing email and retention marketing for 10+ years, mostly focused on the subscription e-commerce space. I'm also an active member of <a href=\"https:\/\/email.geeks.chat\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email Geeks<\/a>, which is a worldwide organization, and I run the San Francisco chapter of the Email Geeks meetup. I'm also a charter member of an organization called <a href=\"https:\/\/womenofemail.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Women of Email<\/a>.<\/p>\r\n<p>I've been with Calm for about two years and in that time, I've been able to draw some really cool insights thanks to all the technologies that we have in place.\u00a0<\/p>\r\n<h4>In your own words, what is Calm?<\/h4>\r\n<p>Calm is the <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">#1 app for sleep, meditation and relaxation<\/a>. We were named <a href=\"https:\/\/www.usatoday.com\/story\/tech\/talkingtech\/2017\/12\/07\/apples-favorite-app-year-calm-wants-you-unplug\/929644001\/\" target=\"_blank\" rel=\"noopener noreferrer\">App of the Year<\/a> by Apple in 2017. We have content for sleep and meditations, and we have exclusive music, white noise, soothing backgrounds, master classes, and even body exercises. We have 80 million global downloads.<\/p>\r\n<p>My favorite portion of the app is actually the fun sleep stories, like \"Once Upon a Time in GDPR,\" where a lovely, boring British male voice reads you the entire law book of GDPR. I'm not sure if that'll give you nightmares or get you to a soothing slumber, but we have it.\u00a0<\/p>\r\n<p>We also have sleep stories from people like Matthew McConaughey, if you want him to read you a bedtime story. And we have some exclusive Calm music by some pretty cool artists, like Sam Smith and Lindsey Stirling.<\/p>\r\n<h4>What\u2019s the tech stack at Calm look like?<\/h4>\r\n<p>Our growth marketing tool is <a href=\"https:\/\/iterable.com\/product\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a>. I've actually been an Iterable client across several different companies. I'm a big fan. It's one of the most powerful automation tools for email and push notifications there is in the market.<\/p>\r\n<p>Then we use <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a> as our data aggregator and visualization tool. The cool thing about these two tools is that we actually have a bi-directional integration where Iterable auto-streams data into Amplitude about email opens and send data, and all of the user properties nested in those, and we have the capability to push Amplitude cohorts and segments into Iterable as well.<\/p>\r\n<h4>How are you using this data?<\/h4>\r\n<p>With all of this data\u2014including from Iterable\u2014feeding into Amplitude, it allows us to visualize full-funnel on what a user does.\u00a0<\/p>\r\n<p>We can look at things like:<\/p>\r\n<ul>\r\n\t<li>User behavior from an app download<\/li>\r\n\t<li>Whether or not they open an email<\/li>\r\n\t<li>When they sign up for a subscription<\/li>\r\n\t<li>What they actually do once they open the app<\/li>\r\n<\/ul>\r\n<p>In other words, these technologies combined together allow us to see beyond superficial metrics, like opens and clicks, and gives us visibility into what the user actually is doing inside of the app <em>after<\/em> they open and click.<\/p>\r\n<h4>Why do you love analytics and testing?<\/h4>\r\n<p>I think it's really exciting and gratifying to see the great results that you've had from running tests. Whether or not the test results are what you predicted, you can get validation through concrete data, which helps you make objective and informed decisions.<\/p>\r\n<p>And by optimizing our programs to give the users what they want, we're able to get positive feedback, like a recent Facebook comment we got that said, \"The best part of Sunday night is when the Calm email comes, and the preview for the upcoming Daily Calms, and what you need to work on, is there.\"\u00a0<\/p>\r\n<p>I'm so used to being at companies and getting emails from angry consumers saying, \"Stop spamming me. Get me off your list. This is junk.\" And now we get people writing in upset that they didn't get the Sunday email that talks about the Daily Calms, so it's really gratifying.<\/p>\r\n<h4>What\u2019s an interesting insight you\u2019ve learned from testing?<\/h4>\r\n<p>We found through data that the \u201c<a href=\"http:\/\/www.sunday-scaries.com\/what-are-sunday-scaries\" target=\"_blank\" rel=\"noopener noreferrer\">Sunday Scaries<\/a>\u201d are real. We saw a distinct cyclical pattern of usage: People start to freak out on Sundays because they're stressing out over all the work that's coming on Monday. Clearly, there's a pattern where every Sunday, we get an uptick. On the weekends, people don't need to reach for Calm anymore.\u00a0<\/p>\r\n<p>But what about throughout the day? Instead of looking at daily rates over 60 days, we looked at hourly rates over five days. Now we saw a double hump cycle: The larger hump is at nighttime around 10 PM when people are trying to fall asleep, and the smaller hump is in the daytime when people are getting ready and getting their mind straight for the day. So we optimized most of our campaigns to go out early evenings, early mornings, Sundays, and never, ever, ever on a Friday or a Saturday.<\/p>\r\n<h4>What is your most valuable metric, that you look at daily, weekly, or monthly?<\/h4>\r\n<p>#1 is always revenue. And then we have the supplementary metrics that lead to revenue that we also focus on: The number of coupon redemptions and conversion metrics, like install-to-trial, trial-to-paid, the number of distinct days interacted with the app during a trial, and the number of sessions completed while in a paid membership.<\/p>\r\n<h4>How do you measure conversion?<\/h4>\r\n<p>We have a conversion event for web and also have webhooks to fetch conversion data from Apple and Google. To access those conversion events and attribute them to campaigns, I have several options thanks to our tech stack:<\/p>\r\n<ol>\r\n\t<li>In <strong>Iterable<\/strong>, I\u2019m able to define a custom conversion event for every campaign. I can set the attribution period based on an email send, open or click, as well as the time period between the email event and the conversion event.<\/li>\r\n\t<li><strong>Amplitude<\/strong> also receives a stream of Iterable event data. I can use Amplitude\u2019s feature \u201cFunnel Analysis,\u201d which allows me to see how many users did X event after Y event\u2014 i.e. how many users completed a session after opening the email? Amplitude also allows you to set a custom attribution period.<\/li>\r\n\t<li>We also have <strong>UTM \/ Google Tags<\/strong>, which we don\u2019t leverage as much.<\/li>\r\n<\/ol>\r\n<h4>Do you have a standardized framework for how long you run your tests?<\/h4>\r\n<p>Yes and no. The answer for how long we should run the test is always dependent on when we reach significance. For complex tests, we pull in a data scientist to analyze our average traffic and tell us\u2014before the tests starts\u2014how long we need to run it in order to gain significance.\u00a0<\/p>\r\n<p>For smaller tests like subject lines, Amplitude has an A\/B testing significance calculator. So I, honestly, just refresh it until it reaches significance. But we can always pull in a data scientist, and they can calculate how much power we need and how much time we need to get to the power level.<\/p>\r\n<h4>How do you prioritize what to test?<\/h4>\r\n<p>Money [laughs]. We look at the biggest opportunity, and it's usually a function of volume. With that said, if management wants to test something, sometimes that just trumps money.<\/p>\r\n<h4>To recap your webinar, what are the three truths you learned through analytics and testing?<\/h4>\r\n<ol>\r\n\t<li><strong>Don't be fooled by superficial metrics<\/strong>, especially when working with email. A lot of people get distracted by opens and clicks, but usually, our end goal is a conversion or a certain type of activity. Make sure your campaigns are optimized for the actual events that you want the user to do.<\/li>\r\n\t<li><strong>Learn from your most engaged users<\/strong>. If you don't know where to start, study the people who are using the product the most. That'll nudge you in the right direction on what content to show and how often you should message. Build your campaign with your superstar user in mind to convince the others that aren\u2019t as engaged to start exhibiting and practicing those behaviors.<\/li>\r\n\t<li>Neither #1 nor #2 are possible unless you <strong>invest in the tools<\/strong> that will help you gain these insights faster. Empowering your team to have tools to be able to draw their own insights and iterate quickly, is key.<\/li>\r\n<\/ol>\r\n<p>To learn more about Sue Cho and Calm\u2019s growth marketing and testing strategies, <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">watch our webinar on-demand<\/a>.<\/p>","post_title":"A Q&A on Analytics and Testing With Sue Cho From Calm","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"analytics-testing-sue-cho-calm","to_ping":"","pinged":"","post_modified":"2020-08-13 01:53:02","post_modified_gmt":"2020-08-13 08:53:02","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9420","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/analytics-testing-sue-cho-calm\/"},{"ID":9422,"post_author":"60","post_date":"2020-05-11 08:48:17","post_date_gmt":"2020-05-11 15:48:17","post_content":"<p>Learn from some of the industry's finest marketers. Lea Palomba, formerly Ebay, joins Holistic Email's Kath Pay, and Eloise Shuttleworth to discuss how you can take your email lifecycle from \"business as usual\" to truly customer-focused. Apply these tips and tricks to improve your cross-channel marketing and generate better results from your email programmes.<\/p>\r\n<p><br \/>\r\n<strong>In this session, we'll dive into: <\/strong><\/p>\r\n<ul>\r\n\t<li>Personalisation techniques and best practice<\/li>\r\n\t<li>Customer-focused marketing strategies<\/li>\r\n\t<li>Lifecycle management<\/li>\r\n<\/ul>","post_title":"Holistic Live: It's all about the lifecycle","post_excerpt":"How to approach growth marketing and the customer lifecycle with insights from eBay, Holistic Email Marketing, and Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"holistic-live-together-at-home","to_ping":"","pinged":"","post_modified":"2020-05-13 11:27:15","post_modified_gmt":"2020-05-13 18:27:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=9422","menu_order":15,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/holistic-live-together-at-home\/"},{"ID":9402,"post_author":"7","post_date":"2020-05-07 07:58:16","post_date_gmt":"2020-05-07 14:58:16","post_content":"<p>As most of us at Iterable have had to learn the ropes of working from home these past several weeks, we have been fortunate to have some experts in our midst\u201420% of our employees who were already fully remote and thriving prior to the coronavirus outbreak.<\/p>\r\n<p>A few of these folks shared their wisdom and experience to make for an easier transition for the company as a whole. From suggesting <a href=\"https:\/\/www.tomsguide.com\/news\/best-free-zoom-backgrounds\" target=\"_blank\" rel=\"noopener noreferrer\">fun Zoom backgrounds<\/a> to creating an <a href=\"https:\/\/www.mayoclinic.org\/healthy-lifestyle\/adult-health\/in-depth\/office-ergonomics\/art-20046169\" target=\"_blank\" rel=\"noopener noreferrer\">ergonomic workspace<\/a> to establishing a <a href=\"https:\/\/zapier.com\/blog\/daily-routines\/\" target=\"_blank\" rel=\"noopener noreferrer\">daily routine<\/a>, Iterable\u2019s mighty remote workforce became front and center on our Slack channels and in our virtual Town Halls.<\/p>\r\n<p>They were the voices of comfort and reassurance that even though we wouldn\u2019t all be together in our offices again anytime soon, nothing about our team connection was going to disappear because our culture isn\u2019t location-dependent\u2014it\u2019s without borders and exists within each of us, intrinsically connected to <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">our company values<\/a> of Trust, Growth Mindset, Balance and Humility.<\/p>\r\n<p>We sat down to interview several Iterable employees, both veterans and newbies of remote work, to understand how they\u2019re adapting to the new normal. If you\u2019re facing a similar situation, we hope their tips help you adjust and provide solidarity that when we\u2019re all in this together.<\/p>\r\n<h3>Meet the Team<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-9408\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/050720_Remote-Work_Team.png\" alt=\"Team of Iterable remote workers\" width=\"1200\" height=\"1100\" \/><\/h4>\r\n<h3>An Iterable Q&amp;A on Remote Work<\/h3>\r\n<h4>How do you stay connected to your team?<\/h4>\r\n<p><strong>Connie<\/strong>: We\u2019re active and chatty on Slack and Zoom, both about professional and personal topics. It\u2019s been nice! When we could, we would also have in-person team on-sites and events.<\/p>\r\n<p><strong>David<\/strong>: I set up a 1:1 recurring meeting with various people at different frequencies just to catch up and check in with how things are going wherever they are located. I also try to use the time at the beginning of meetings to catch up with people before we actually start the agenda.<\/p>\r\n<p><strong>Kevin<\/strong>: We do daily stand-ups to share what we have going on in the day. I also have 1:1s with every team member every week and we've seen a big uptick in Slack activity and connectivity.<\/p>\r\n\r\n[caption id=\"attachment_9403\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-9403 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Remote-Work-1.png\" alt=\"Hannah Francis remote workspace\" width=\"936\" height=\"702\" \/> <em>Iterable @ home in Cornwall, England. Photo courtesy of Hannah Francis, Sales Development Representative.<\/em>[\/caption]\r\n\r\n<h4>In what ways do Iterable\u2019s core values support remote work culture?<\/h4>\r\n<p><strong>John<\/strong>: Trust\u2014Iterable trusts me to get the job one even when not in the office. Balance\u2014A remote life is a perfect balance, which allows me to enjoy work and life at the same time.<\/p>\r\n<p><strong>David<\/strong>: Iterable's core value of Balance supports all employees by providing benefits, such as fitness reimbursements for your gym membership and exercise equipment to stay healthy, as well as professional development stipends to continue growing and learning outside of work.<br \/>\r\n\u00a0<br \/>\r\n<strong>Patty<\/strong>: Balance I think is the best one right now: I feel super supported by my teammates and leadership to take time off to disconnect as much as I need. I also see a lot of Humility in terms of the leadership being able to pivot when something isn't working or needs attention, and I appreciate that. Trust, in the ways that we are being transparent with our future and the adjustments we have to do while we are WFH.<\/p>\r\n\r\n[caption id=\"attachment_9414\" align=\"alignnone\" width=\"3346\"]<img class=\"wp-image-9414 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Virtual-People-Team.png\" alt=\"People Team Zoom Party\" width=\"3346\" height=\"2100\" \/> <em>People Team Movie Trivia Zoom. Photo courtesy of Melanie Graff, Senior Manager, Talent Acquisition<\/em>[\/caption]\r\n\r\n<h4>What would you like job candidates to know about what it\u2019s like to be a remote employee at Iterable?<\/h4>\r\n<p><strong>Connie<\/strong>: Iterable is not \u201cnormally\u201d a fully-remote company, but all of my coworkers have been energizing, empathic and collaborative, regardless of our differing work environments. Everyone has been great about fostering a healthy work culture and is always thinking of more ideas to do so. No matter where we are or what time zone we\u2019re in, we\u2019re a team.<\/p>\r\n<p><strong>Niki<\/strong>: I've been working on onboarding our newest Solutions Consulting hires, and the feedback I've gotten from them is that our HR and People teams have done an amazing job of making them feel included even though they can't meet anyone in person yet. We've done a great job of adapting to a fully-remote working culture, and everyone is mindful of making our new hires feel like a part of the team through virtual coffees and hangouts.<\/p>\r\n<p><strong>Patty<\/strong>: It's great! Everyone is super eager to support and help you and will do their best to make you feel like you are a part of the team. Ask as many questions as you can and get involved as much as you can in the happy hours set in place and on the team Slack channels.<\/p>\r\n\r\n[caption id=\"attachment_9405\" align=\"alignnone\" width=\"462\"]<img class=\"wp-image-9405 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Remote-Work-3.png\" alt=\"John Leonard's dog\" width=\"462\" height=\"548\" \/> <em>An unofficial teammate. Photo courtesy of John Leonard, Senior Partnerships Manager.<\/em>[\/caption]\r\n\r\n<h4>What\u2019s a fun fact about you working remotely?<\/h4>\r\n<p><strong>John<\/strong>: I make standing desks out of Amazon boxes. My dog likes to sit on my desk while I work. She weighs 70 lbs.<\/p>\r\n<p><strong>David<\/strong>: I keep a yoga mat next to my desk to stretch and take quick handstand breaks throughout the day. My tip for working remotely especially during this time is to try something enjoyable to break up the day\u2014my favorite is baking between meetings.<\/p>\r\n<p><strong>Niki<\/strong>: I have a very active dog, but I'm also in a lot of external calls during the week\u2014frozen Kongs have been a lifesaver for when I need him to be calm for 1-2 hours while I'm in meetings!<\/p>\r\n<h4>What has surprised you or what have you learned about yourself through the experience of working remotely?<\/h4>\r\n<p><strong>Patty<\/strong>: I'm an extreme extrovert and am struggling to communicate via the written word. However, I am able to make time for myself after giving myself a break and stepping up my GIF game.<br \/>\r\n\u00a0<br \/>\r\n<strong>Niki<\/strong>: I didn't realize how much I rely on commuting to separate my home life from work life. I find myself having to be a lot more deliberate about closing my laptop and ending my workday at a reasonable time.\u00a0<br \/>\r\n\u00a0<br \/>\r\n<strong>Kevin<\/strong>: This team is very resilient and adaptable. Everyone has had to come together, and it's been awesome to see how different groups respond and keep our sense of community. I love working for Iterable and would recommend it to anyone who is looking for their new work home. I've never been at a company that felt so connected and supportive\u2014and even as a lot of us are doing something totally new in working from home, the company has rallied together to make it a great experience.<\/p>\r\n<h3>Remote Work, Close Community<\/h3>\r\n<p>Where only a small segment of the company would have been able to speak to remote work at Iterable a couple of months ago, this experiment\u2014forced as it has been\u2014has proven our sense of community and inclusivity.<br \/>\r\n\u00a0<br \/>\r\nWhether virtual or less-than-six-feet away, we do great work together, empowered by resources and transparency. We communicate, collaborate and get things done.<\/p>\r\n<p>And with those results, if we can also spend less time commuting and more staying safe and healthy with our loved ones, then that\u2019s a win for everyone.<\/p>\r\n<p><em>Want to join the Iterable team? We're actively hiring around the world, so check out our open positions on our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Careers page<\/a>.<\/em><\/p>","post_title":"Culture Without Borders: Remote Work at Iterable","post_excerpt":"We sat down to interview several Iterable employees, both veterans and newbies of remote work, to understand how they\u2019re adapting to the new normal.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"culture-without-borders-remote-work-iterable","to_ping":"","pinged":"","post_modified":"2020-05-07 07:58:16","post_modified_gmt":"2020-05-07 14:58:16","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9402","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/culture-without-borders-remote-work-iterable\/"},{"ID":9352,"post_author":"35","post_date":"2020-05-05 07:09:32","post_date_gmt":"2020-05-05 14:09:32","post_content":"<p>Consumers spend a lot of time on their mobile devices. There\u2019s no use in trying to hide it anymore. In fact, we\u2019ve reached the point where the average person is on their mobile device <a href=\"https:\/\/www.emarketer.com\/content\/average-us-time-spent-with-mobile-in-2019-has-increased\" target=\"_blank\" rel=\"noopener noreferrer\">nearly four hours each day<\/a>.<\/p>\r\n<p>That means we\u2019re on our phones almost a quarter of our days, assuming the average person stops scrolling through Instagram or TikTok long enough to get eight hours of sleep.<\/p>\r\n<p>That\u2019s a lot of time on one device.<\/p>\r\n<p>For mobile marketers, that\u2019s hours worth of opportunities to interact with users. And when considering that mobile shoppers view <a href=\"https:\/\/citrusbits.com\/50-mobile-statistics-facts-and-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">over four times as many<\/a> products per session in an app than through mobile browsers, the use of mobile channels for marketing goes beyond opportunity; it\u2019s a necessity.\u00a0<\/p>\r\n<p>Nowadays, it\u2019s less about driving the download of the app\u2014that\u2019s happening in <a href=\"https:\/\/www.statista.com\/statistics\/1010716\/apple-app-store-google-play-app-downloads-forecast\/\" target=\"_blank\" rel=\"noopener noreferrer\">droves<\/a>\u2014and more so about what marketers are doing after the download. What does the modern cross-channel experience, with seemingly endless data at the marketer\u2019s fingertips, look like?<\/p>\r\n<p>We wanted to find out firsthand. Push notifications. SMS. In-app messages. Mobile inboxes. They\u2019re all integral pieces of our mobile experiences, but we were curious how marketers were incorporating mobile behavior into their marketing campaigns.<\/p>\r\n<p>Well, the results of this curiosity are now available in our first-of-its-kind study, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Inside Look at Mobile Marketing<\/a>, the latest Iterable User Engagement Report.\u00a0<\/p>\r\n<h3>Our Methodology<\/h3>\r\n<p>With mobile activity an essential part of our daily lives, <a href=\"https:\/\/www.prweb.com\/releases\/iterable_report_finds_data_silos_are_setting_off_campaign_misfires_for_email_and_mobile_marketers\/prweb17097544.htm\" target=\"_blank\" rel=\"noopener noreferrer\">our study sought to analyze<\/a> mobile marketing in various lifestyle sectors. We selected 30 leading brands from six different industries and analyzed all of their cross-channel messages for a three-week period.<\/p>\r\n<p>From shopping (Fashion Retailers and General Merchandise Retailers) to eating (Restaurants and Cooking) to fitness and relationships (Running and Dating), the report covers industries that are fundamental to the average consumer\u2019s lifestyle.<\/p>\r\n<p>We initiated our activity for each brand through their mobile apps, creating profiles and opting into the various mobile channels. We browsed items, completed actions like going on a run, and abandoned carts to trigger responses. From there, we identified how they incorporated behavioral data into campaigns.<\/p>\r\n<p>Additionally, in order to identify any data silos, we completed one action in the desktop browser to see if the interactions with brands changed.<\/p>\r\n<p>In the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">full report<\/a>, you will find the use cases per mobile channel, examples pulled directly from the research, best practices, and insights from our valued partners who have provided recommendations based on their extensive experience in mobile marketing and data management.<\/p>\r\n<p>The report dives into each of these in detail, but for a quick glimpse, here are a few takeaways.<\/p>\r\n<h3>Key Findings: The Inside Look at Mobile Marketing<\/h3>\r\n<ol>\r\n\t<li><strong>Data silos still exist.<\/strong> Mobile data is not being incorporated into email campaigns\u2014and vice versa. Despite having downloaded the app, almost a quarter of companies studied (23%) included a \u201cdownload the app\u201d prompt in their email campaigns and only 20% of companies had a cart or browse abandonment campaign.<\/li>\r\n\t<li><strong>Cross-channel balance is key.<\/strong> The overall messaging breakdown showed a balance between mobile and email messages, with 53% of all messages coming via mobile channels. However, over 50% of brands in the study sent fewer than ten emails, indicating mobile behavior is not integrated into email campaigns.\u00a0<\/li>\r\n\t<li><strong>Push is the preferred mobile channel.<\/strong> Of the 30 brands in the study, 70% sent at least one push notification with an average of 8.4 push messages sent over the three weeks. One third (30%) of brands in Iterable\u2019s study did not send any push notifications at all, indicating a potential missed opportunity for brands to engage with mobile users.<\/li>\r\n\t<li><strong>SMS is the most underutilized channel.<\/strong> Despite texting\u2019s integral role in consumers\u2019 daily mobile usage, only 8% of all mobile messages sent were SMS, and 80% of companies did not deploy SMS messages at all.<\/li>\r\n<\/ol>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full report<\/a> to gain access to more insights for better mobile marketing and cross-channel personalization.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-9353 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Email-Banner_600x300.png\" alt=\"Read the Report: The Inside Look at Mobile Marketing\" width=\"600\" height=\"300\" \/><\/a><\/p>\r\n<p>Looking for a deeper dive into the marketing programs of these industries? Check out our User Engagement Teardowns covering <a href=\"https:\/\/iterable.com\/blog\/wish-vs-kohls\/\" target=\"_blank\" rel=\"noopener noreferrer\">General Merchandise Retailers<\/a> and <a href=\"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dating<\/a>.<\/p>\r\n<p>And to learn more about how Iterable can enable your business to create personalized lifecycle marketing campaigns, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo<\/a> today!<\/p>","post_title":"Mobile Marketing: An Inside Look at Today's Leading Strategies","post_excerpt":"In our latest user engagement report, we acted as mobile-first engaged consumers to analyze the mobile marketing strategies of 30 leading companies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"inside-look-at-mobile-marketing","to_ping":"","pinged":"","post_modified":"2020-05-05 07:09:32","post_modified_gmt":"2020-05-05 14:09:32","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9352","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/"},{"ID":9343,"post_author":"7","post_date":"2020-04-30 06:00:46","post_date_gmt":"2020-04-30 13:00:46","post_content":"<p>Email is forever. Think about it. Long after you\u2019ve rebranded your website, iterated through hundreds\u2014maybe thousands\u2014of Facebook ads and sold through past season\u2019s inventory, your customers (and competitors) can still dig into the depths of their inboxes\u2014reaching as far back as an old AOL account to find something cringeworthy your brand did or said years ago.<\/p>\r\n<p>As a full-service CRM agency with Iterable platform expertise, our team at <a href=\"https:\/\/www.ragnaroknyc.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ragnarok<\/a> is often in the position of helping clients utilize email and cross-channel messaging to deliver upon <strong>short term sales and engagement goals<\/strong>. But our understanding of the <strong>long-term stickiness<\/strong> of the email channel is important for unlocking lasting, high-value customer relationships.<\/p>\r\n<p>Here are five tips for building brand equity and advocacy via your email program.<\/p>\r\n<h4>1. Ditch the transactional mindset<\/h4>\r\n<p>It may not be news that triggered email messages relating to customer\u2019s behaviors (such as order confirmation emails) receive higher engagement than marketing messages (<em>no offense to marketing<\/em>).<\/p>\r\n<p>So, it hurts our hearts when we see a \u201ctransactional\u201d email given absolutely no design love. With average <a href=\"https:\/\/www.smartinsights.com\/email-marketing\/email-communications-strategy\/statistics-sources-for-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">open and click rates that are 2x higher<\/a> than a marketing message, these types of emails are prime real estate for building brand love.<\/p>\r\n<p>Bridge the gap between teams and breakdown silos to activate your triggered messages for product education, cross-selling and generally getting to know your audience better (hello, profile completion prompts!). If you\u2019re not obsessing over their design and refreshing them at least once a year, then you\u2019re missing out!<\/p>\r\n\r\n[caption id=\"attachment_9344\" align=\"alignnone\" width=\"703\"]<img class=\"wp-image-9344 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/EmailIsForever-TransactionalMindset.jpg\" alt=\"Transactional Email Design\" width=\"703\" height=\"2194\" \/> <em>Delights customers with fun and colorful order confirmations.<\/em>[\/caption]\r\n\r\n<h4>2. Remember your \u201cso what\u201d<\/h4>\r\n<p>Nearly <a href=\"https:\/\/www.statista.com\/statistics\/456500\/daily-number-of-e-mails-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">300 billion emails are sent and received<\/a> worldwide every single day. And despite the love, sweat and HTML code your team puts into each one\u2014I can guarantee that users will take mere seconds to decide if your email is worth their time.<\/p>\r\n<p>With the fight for customers\u2019 attention being more competitive than ever, it\u2019s of utmost importance that every pixel is designed to <strong>add value<\/strong> and help your brand <strong>stand out<\/strong> from the crowd.<\/p>\r\n<p>Before approving any message, whether it be an email, mobile push, SMS, direct mail or social, ask yourself these three questions:<\/p>\r\n<ol>\r\n\t<li>Am I providing a truly unique point of view my user can\u2019t find elsewhere?<\/li>\r\n\t<li>Can my user understand the concept and reason to click in just a few seconds while multitasking (i.e. cooking dinner and with kids crying in the background)?<\/li>\r\n\t<li>Is my design visually distinct?<\/li>\r\n<\/ol>\r\n<p>If not, tweak until you\u2019re there. If you don\u2019t know the answers to these questions, then access opinions from either your existing customers or outside audiences using user research platforms like Typeform, Survey Monkey, Google Surveys or UserTesting.com\u00a0 It\u2019s well worth the time!<\/p>\r\n\r\n[caption id=\"attachment_9345\" align=\"alignnone\" width=\"989\"]<img class=\"wp-image-9345 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/EmailIsForever-StandOut.jpg\" alt=\"Ragnarok stand out illustration\" width=\"989\" height=\"651\" \/> <em>I spy, with my little eye, a successful email marketer.<\/em>[\/caption]\r\n\r\n<h4>3. Don\u2019t get stuck in the past<\/h4>\r\n<p>As a brand, it\u2019s important to remember that customers are ever-changing and it\u2019s our job to adapt with them. If a tactic \u201cdidn\u2019t work\u201d for your brand last year, don\u2019t be afraid to give it another go.<\/p>\r\n<p>Alternately, if you\u2019re finding success, don\u2019t get too comfortable. The pace of change is exponential and brands that stay on the forefront will continue to break new ground by surprising and delighting their customers.<\/p>\r\n\r\n[caption id=\"attachment_9346\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-9346 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/EmailIsForever-VintageEmail.jpg\" alt=\"AOL vintage email\" width=\"1024\" height=\"666\" \/> <em>AOL may be stuck in the past, but you don\u2019t have to be.<\/em>[\/caption]\r\n\r\n<h4>4. Keep it real<\/h4>\r\n<p>In 2020, \u201cbreaking the third wall\u201d by speaking directly to your customers is more than just ok\u2014it\u2019s the norm. Customers have more choices than ever about where they put their hard-earned dollars, so connecting with them directly is nearly table stakes for winning their loyalty.<\/p>\r\n<p>Don\u2019t be afraid to speak in the first person, introduce real people from your team and use a letter format email when full-design and luscious images won\u2019t do.<\/p>\r\n<h4>5. Customer Service is your bestie<\/h4>\r\n<p>If you don\u2019t have a feedback loop with your customer service team, then you\u2019re doing it wrong. We love tools like <a href=\"https:\/\/iterable.com\/blog\/customer-spotlight-anya-vo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Asana<\/a>, <a href=\"https:\/\/iterable.com\/blog\/customer-spotlight-chris-kaundart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trello<\/a>, or even Google Docs for collaborative access to marketing communications calendars and keeping everyone on the same page. And messaging tools like Slack are also great for opening the lines of cross-team communication across your organization.\u00a0<\/p>\r\n<p>Customers that actually use your product have a nice way of cutting through the internal clutter with their feedback and if you can champion the notion of truly hearing and responding to them, your brand will be better for it.<\/p>\r\n<p>At Ragnarok, we work collaboratively with clients and partners like Iterable to keep the feedback loops moving and find solutions all day, every day!<\/p>\r\n<p><em>To learn more about how Ragnarok can take your cross-channel growth marketing program to the next level, visit <a href=\"https:\/\/www.ragnaroknyc.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">ragnaroknyc.com<\/a>.<\/em><\/p>","post_title":"Email Is Forever: 5 Tips to Build Long-Term Brand Loyalty","post_excerpt":"Unlock lasting, high-value customer relationships with these five tips for building brand equity and advocacy via your email program.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-forever-5-tips-build-long-term-brand-loyalty","to_ping":"","pinged":"","post_modified":"2020-06-24 09:57:21","post_modified_gmt":"2020-06-24 16:57:21","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9343","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/email-forever-5-tips-build-long-term-brand-loyalty\/"},{"ID":9270,"post_author":"7","post_date":"2020-04-28 08:39:08","post_date_gmt":"2020-04-28 15:39:08","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/3-types-reactivation-campaigns-subscription-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at upselling and cross-selling.<\/em><\/p>\r\n<p>Do brands treat their customers with empathy and respect?<\/p>\r\n<p>At Iterable, we <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">define empathy<\/a> as adhering to the four following tenets:<\/p>\r\n<ol>\r\n\t<li>Acknowledging perspective<\/li>\r\n\t<li>Staying out of judgment<\/li>\r\n\t<li>Recognizing emotion<\/li>\r\n\t<li>Communicating understanding<\/li>\r\n<\/ol>\r\n<p>However, it\u2019s easier to say than it is to act upon it when B2C marketers are laser-focused on meeting their company\u2019s growth goals.\u00a0<\/p>\r\n<p>That's why for this next edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>, we\u2019ll focus on <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/driving-growth-with-good-marketing-with-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">driving growth with good<\/a> by <strong>adding upsell and cross-sell opportunities<\/strong> to your existing marketing campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to gain access to even more advanced tactics to up your cross-channel messaging experience.<\/p>\r\n<p>Let\u2019s get started.<\/p>\r\n<h3>How to Show Empathy to Your Customers with Upsells and Cross-Sells<\/h3>\r\n<p>It\u2019s a no brainer for businesses to offer an upsell or a cross-sell to customers\u2014more revenue, an increase in customer lifetime value and the higher potential for brand loyalty.\u00a0<\/p>\r\n<p>But does it benefit the customer as well? It can, if you believe the following:<\/p>\r\n<blockquote>\r\n<p>\"[Customers] don\u2019t buy products and services, they buy end results.\" ~ Jay Abraham, consultant and author of <em>Getting Everything You Can Out of All You\u2019ve Got<\/em><\/p>\r\n<\/blockquote>\r\n<p>Meaning?\u00a0<\/p>\r\n<p>The hamburger someone purchases from a <a href=\"https:\/\/iterable.com\/blog\/fast-food-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">fast food restaurant<\/a> isn\u2019t just a hamburger\u2014it\u2019s a way for someone to get a satisfying meal if they\u2019re in a hurry.<\/p>\r\n<p>So why not offer them a way to make sure they\u2019re well-fed, like an <strong>upsell<\/strong> of an extra beef patty or a <strong>cross-sell<\/strong> of some fries and a soft drink?<\/p>\r\n<p>Sounds pretty empathetic if a customer is super hungry that day.\u00a0<\/p>\r\n<p>Abraham goes on to explain why it\u2019s so important for a business to upsell and cross-sell:<\/p>\r\n<blockquote>\r\n<p><em>\"You can\u2019t allow a client to just select what they want to buy until and unless they\u2019ve been educated to know how much more or better is possible.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>However, Abraham published his book in 2000. So his examples for adding upsells and cross-sells to increase purchase amounts on VCRs and curtains aren\u2019t as relevant for the way customers purchase products and services online today.<\/p>\r\n<p>So we have to rethink how to incorporate an upsell\/cross-sell strategy into the e-commerce world.<\/p>\r\n<h3>4 Ways to Add Upsells and Cross-Sells Into Your Existing Email Campaigns<\/h3>\r\n<p>While you can add upsells and cross-sells to marketing assets, like product pages and checkout flows, we at Iterable are going to focus on ways to add them to the email campaigns you may already have running.<\/p>\r\n<p>Campaigns like:<\/p>\r\n<ol>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Reactivation and re-engagement<\/li>\r\n\t<li>Order and shipping confirmations<\/li>\r\n\t<li>Welcome and onboarding<\/li>\r\n<\/ol>\r\n<p>We\u2019ll break them down, one by one.<\/p>\r\n<h4>1. Cart abandonment<\/h4>\r\n<p>It\u2019s a lot easier to abandon an online \u201cshopping cart\u201d vs. a physical one in-store, so <a href=\"https:\/\/iterable.com\/blog\/shopping-cart-abandonment-email-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\">cart abandonment campaigns<\/a> are designed to remind the customer of their intent to purchase.<\/p>\r\n<p>But there are a variety of reasons customers may be hesitant to finish the checkout process. Maybe they don\u2019t have an immediate need for the item, a lack of funds or a lack of trust in the brand.\u00a0<\/p>\r\n<p>Which is why a relevant upsell or cross-sell can work in a cart abandonment email. It gives the customer new items to consider purchasing, in addition to their original intent to purchase.<\/p>\r\n<p>For instance, let\u2019s look at the cart abandonment email from big-box retailer Target.<\/p>\r\n\r\n[caption id=\"attachment_9318\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-9318 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/target.png\" alt=\"Target cart abandonment email\" width=\"680\" height=\"1398\" \/> <em>Big-box retailer Target adds a cross-sell to their cart abandonment email.<\/em>[\/caption]\r\n\r\n<p>Instead of the typical \u201cDid you forget something?\u201d<a href=\"https:\/\/iterable.com\/blog\/what-we-can-learn-from-e-commerce-emails-part-2-cart-abandonment-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\"> phrasing seen in most cart abandonment emails<\/a>, Target alerts the customer of the reduced prices of their items, which reduces the \u201cno money\u201d objection with the added urgency to check out before the discount disappears.<\/p>\r\n<p>But in the case that the customer may not want the men\u2019s pants and tank top they originally selected, Target gives options to the buyer that there are other men\u2019s pants and tank tops in different colors that they might prefer instead.\u00a0<\/p>\r\n<p>It\u2019s not as common to implement something similar with an upsell, but athletic shoe company Adidas manages to pull it off with a customer who has a pair of sneakers in their cart.<\/p>\r\n\r\n[caption id=\"attachment_9319\" align=\"alignnone\" width=\"680\"]<img class=\"size-full wp-image-9319\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/adidas.png\" alt=\"Adidas cart abandonment upsell email\" width=\"680\" height=\"2394\" \/> <em>Athletic shoe company Adidas adds a shoe customization upsell to their cart abandonment email.<\/em>[\/caption]\r\n\r\n<p>For Adidas, the \u201cupsell\u201d is not necessarily a higher dollar amount since the customization is free, but more a tactic to help close the sale.\u00a0<\/p>\r\n<h4>2. Reactivation and re-engagement<\/h4>\r\n<p>We\u2019ve talked before about the <a href=\"https:\/\/iterable.com\/blog\/3-re-engagement-mistakes-marketers-make\/\" target=\"_blank\" rel=\"noopener noreferrer\">common mistakes made in a re-engagement email campaign<\/a> so how do you do it in a way that captivates customers to retry your products and services?<\/p>\r\n<p><strong>Answer<\/strong>: By utilizing their past purchase and browsing history to offer them new products and services.<\/p>\r\n<p>Take, for instance, this email received from outdoor retailer Backcountry, tailored specifically for a female shopper who previously browsed or bought gear from premium lifestyle brand prAna.<\/p>\r\n<p><img class=\"alignnone wp-image-9320\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/backcountry1.png\" alt=\"Backcountry part 1\" width=\"478\" height=\"687\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9321 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/backcountry2.png\" alt=\"Backcountry part 2\" width=\"478\" height=\"640\" \/><\/p>\r\n<p><em>Outdoor retailer Backcountry re-engages with a cross-sell of prAna\u2019s new Fall arrivals collection.<\/em><\/p>\r\n<p>It\u2019s a reasonable assumption that purchasers of prAna in the past may want additional items to complement what they already have in their wardrobe. In this case, Backcountry is using a re-engagement email to cross-sell 4 different items from the prAna\u2019s Fall collection.<\/p>\r\n<p>But let\u2019s say a customer previously purchased your subscription service and then canceled. You can utilize a reactivation email campaign to upsell the same service, just like guitar manufacturer Fender does below.<\/p>\r\n\r\n[caption id=\"attachment_9322\" align=\"alignnone\" width=\"635\"]<img class=\"wp-image-9322 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/fender.png\" alt=\"Fender upsell email\" width=\"635\" height=\"1171\" \/> <em>Guitar manufacturer Fender sends a reactivation email with an upsell to an Annual plan for their online guitar lessons subscription.<\/em>[\/caption]\r\n\r\n<p>The customer canceled their monthly Fender Play subscription, so Fender uses a reactivation email to upsell their Annual plan for 50% off.\u00a0<\/p>\r\n<p>This upsell offer may seem like it nets less revenue from customers, but is a great strategy if a brand is looking to increase its customer lifetime value.<\/p>\r\n<h4>3. Order and shipping confirmations<\/h4>\r\n<p>When your brand sells products and services online, customers can easily come back for another purchase. Compare that to an in-store experience where someone has to physically drive, park, and walk into a store to get something.<\/p>\r\n<p>So why not add a cross-sell or an upsell to your order and shipping confirmations, just in case a customer forgot to pick up an item related to their initial purchase?<\/p>\r\n<p>For bulk foods retailer Nuts.com, they use their shipping confirmation email to cross-sell additional items for the customer\u2019s next order, just in case they felt they \u201cmissed something.\u201d<\/p>\r\n<p><img class=\"alignnone wp-image-9323 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/nuts1.png\" alt=\"Nuts.com part 1\" width=\"590\" height=\"468\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9324\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/nuts2.png\" alt=\"Nuts.com part 2\" width=\"590\" height=\"287\" \/><\/p>\r\n<p><em>Bulk foods retailer Nuts.com cross-sells additional items in their shipping confirmation emails.<\/em><\/p>\r\n<p>Whereas for personal styling service Stitch Fix, the goal is to get the recipient of their subscription box to \u201ckeep\u201d as many rental items as possible.\u00a0<\/p>\r\n<p>While they can\u2019t always guarantee that the user will always love the fit, color or style of a piece of clothing or an accessory, Stitch Fix reduces the risk by adding an upsell of essential intimate items like camisoles, tights and socks to increase the likelihood that the customer will keep more items.<\/p>\r\n<p><img class=\"alignnone wp-image-9325 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/stitchfix1.png\" alt=\"Stitch Fix part 1\" width=\"716\" height=\"732\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9326\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/stitchfix2.png\" alt=\"Stitch Fix part 2\" width=\"716\" height=\"438\" \/><\/p>\r\n<p><em>Online styling service Stitch Fix upsells a curated collection of intimates in their shipping confirmation email.<\/em><\/p>\r\n<p>Obviously the benefit to utilizing cross-sells or upsells in an order or shipping confirmation email is the <a href=\"https:\/\/www.crazyegg.com\/blog\/customer-lifetime-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase in customer lifetime value<\/a>.\u00a0 But even if a customer doesn\u2019t take you up on the offer, it can at least give them ideas on what to purchase the next time they return to your website.\u00a0<\/p>\r\n<h4>4. Welcome and onboarding<\/h4>\r\n<p>It\u2019s a pretty well-established fact that <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome emails are crucial for building trust<\/a> with subscribers\u2014after all, this is the first interaction your customer has with your brand.\u00a0<\/p>\r\n<p>But is it the right move to immediately try a cross-sell or an upsell?\u00a0<\/p>\r\n<p>Take, for instance, this welcome email received from a purchase of Amazon\u2019s Kindle Paperwhite.<\/p>\r\n\r\n[caption id=\"attachment_9327\" align=\"alignnone\" width=\"560\"]<img class=\"wp-image-9327 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/kindle.png\" alt=\"Amazon Kindle cross-sell email\" width=\"560\" height=\"769\" \/> <em>Amazon cross-sells e-books in their Kindle Paperwhite welcome email.<\/em>[\/caption]\r\n\r\n<p>In this case, it makes sense for Amazon to cross-sell a few popular e-books based on the book purchase history of the user. After all, that\u2019s what they purchased a Kindle for.\u00a0<\/p>\r\n<p>You can also do the same thing with an upsell. This works especially well if your brand has a service that\u2019s free to use, but also a premium subscription for more features.<\/p>\r\n<p><img class=\"alignnone wp-image-9328 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/care1.png\" alt=\"Care.com part 1\" width=\"580\" height=\"712\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9329\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/care2.png\" alt=\"Care.com part 2\" width=\"580\" height=\"720\" \/><\/p>\r\n<p><em>Care.com upsells their Premium membership in their welcome email.<\/em><\/p>\r\n<p>In the above example from Care.com, the world\u2019s largest online destination for family care, the user has signed up for a free account to search for qualified caregivers in their area.\u00a0<\/p>\r\n<p>However, the free account caps the number of messages the user can send to prospective caregivers, so it makes sense for Care.com to add an upsell for the Premium membership, just in case the user needs background check options and unlimited messaging.<\/p>\r\n<p>Once you can see how easy it is to add cross-sells and upsells to your existing email campaigns, you can apply the same strategy to your other messaging channels.<\/p>\r\n<h3>A Quick Recap on Upsells and Cross-Sells<\/h3>\r\n<p>It\u2019s important to remember that as a brand, you show empathy to your customers by adding cross-sells and upsells to their existing marketing campaigns.\u00a0<\/p>\r\n<p>As consultant and author Jay Abraham says\u2026<\/p>\r\n<blockquote>\r\n<p><em>\"You can\u2019t allow a client to just select what they want to buy until and unless they\u2019ve been educated to know how much more or better is possible.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>And for e-commerce brands, the easiest place to start is to incorporate upsells and cross-sells into the emails you already send to your customers.<\/p>\r\n<p>Add them to campaigns like:<\/p>\r\n<ol>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Reactivation and re-engagement<\/li>\r\n\t<li>Order and shipping confirmations<\/li>\r\n\t<li>Welcome and onboarding<\/li>\r\n<\/ol>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to master these email campaigns and sprinkle upsells and cross-sells into additional marketing channels, such as:<\/p>\r\n<ul>\r\n\t<li>In-app messaging<\/li>\r\n\t<li>Mobile push notifications<\/li>\r\n\t<li>Social retargeting<\/li>\r\n<\/ul>\r\n<p>Now that you are well-versed in upsells and cross-sells, what are you going to do to stand out from the crowd?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\"><img class=\"alignnone wp-image-9298 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Unboxing-Upsell_Cross-Sell_WP_Blog-CTA-Banner_620x240.png\" alt=\"Get the Guide: Unboxing Upsell and Cross-Sell\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"4 Ways to Upsell and Cross-Sell In Your Marketing Campaigns","post_excerpt":"In our next Unboxing Guide, we focus on driving growth with good by adding upsell and cross-sell opportunities to your existing marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-upsell-and-cross-sell-marketing-campaigns","to_ping":"","pinged":"","post_modified":"2020-04-28 08:39:08","post_modified_gmt":"2020-04-28 15:39:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9270","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/4-ways-upsell-and-cross-sell-marketing-campaigns\/"},{"ID":9306,"post_author":"35","post_date":"2020-04-24 09:23:44","post_date_gmt":"2020-04-24 16:23:44","post_content":"<p>Third time\u2019s a charm! We\u2019re excited to announce that for the third consecutive year Iterable has been named as one of the Bay Area\u2019s \u201cBest Places to Work,\" specifically ranking #5 on the list for <a href=\"https:\/\/bizj.us\/1q3jyd\" target=\"_blank\" rel=\"noopener noreferrer\">midsize companies<\/a>.<\/p>\r\n<p>Building a strong culture that fosters growth, innovation and opportunity for our employees has always been priority number one, and we\u2019re honored to receive recognition for these efforts from the <a href=\"https:\/\/www.bizjournals.com\/sanfrancisco\/\" target=\"_blank\" rel=\"noopener noreferrer\">San Francisco Business Times<\/a> and the <a href=\"https:\/\/www.bizjournals.com\/sanjose\/\" target=\"_blank\" rel=\"noopener noreferrer\">Silicon Valley Business Journal<\/a>.<\/p>\r\n<p>And while this honor calls out our San Francisco headquarters in particular, the Iterable culture extends far beyond the Bay Area. We strive to bring this culture to our remote employees, which make up over 20% of our company, and our other locations, like Denver, where we were named to the <a href=\"https:\/\/iterable.com\/blog\/2020-best-places-to-work-in-colorado\/\" target=\"_blank\" rel=\"noopener noreferrer\">Best Places to Work list in Colorado<\/a>.<\/p>\r\n<p>As our co-founder and CEO, Justin Zhu puts it, \u201cWe believe investing in our people is core to creating a sustainable company that embodies Iterable\u2019s values of trust, growth mindset, humility and balance.\u201d<\/p>\r\n<p>Much like many of you, our culture was recently put to the test by the COVID-19 outbreak, as we moved from 20% to 100% remote work.<\/p>\r\n<h3>A Culture Without Borders<\/h3>\r\n<p>In preparation for and during this time, we have taken strides to strengthen Iterable\u2019s culture, in a variety of ways.<\/p>\r\n<p>From the beginning, our executives have met daily to discuss updates to shelter-in-place and provide transparent feedback to employees about next steps. Our flexible PTO policy has allowed employees to take the time they need to care for themselves and their families.\u00a0<\/p>\r\n<p>To stay connected, our #values <a href=\"https:\/\/slack.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Slack<\/a> channel serves as a hub to call out the amazing work of our colleagues for building trust and a growth mindset and even share moments of friendship and humanity that <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">promote balance and humility<\/a>.<\/p>\r\n<p>Many teams have started <a href=\"https:\/\/www.goodhousekeeping.com\/life\/g31926290\/virtual-happy-hour-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zoom happy hours<\/a> where they play games or host contests for the best-personalized <a href=\"https:\/\/www.pocket-lint.com\/apps\/news\/151711-best-zoom-backgrounds-fun-virtual-backgrounds-for-zoom-meetings\" target=\"_blank\" rel=\"noopener noreferrer\">Zoom background<\/a>. Others have taken to sharing daily news stories that might bring a smile to everyone\u2019s faces or photos of what they\u2019re cooking. And, when all else fails, we share pictures of our pets!<\/p>\r\n\r\n[caption id=\"attachment_9307\" align=\"alignnone\" width=\"600\"]<img class=\"wp-image-9307 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_Pets.png\" alt=\"Best Places to Work Bay Area Pets\" width=\"600\" height=\"600\" \/> Our furry friends are (mostly) happy to have us around a bit more.[\/caption]\r\n\r\n<p>Normally, we provide quarterly stipends for learning and development. These are still in place but have been updated to allow for office equipment, like chairs and monitors for their homes. Other existing perks, such as a premium membership to the meditation app <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, have provided mental health resources, in addition to the ones included in our employee benefits.\u00a0<\/p>\r\n<p>And to make sure everyone is happy, healthy and heard, we hold weekly virtual town halls where employees can openly and honestly ask questions about any concerns they may have.\u00a0<\/p>\r\n<p>But don\u2019t take it from just me. Here are a few thoughts from our employees adapting to the new normal:<\/p>\r\n<p><img class=\"alignnone wp-image-9308 size-large\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_Quotes-455x1024.png\" alt=\"Best Places to Work Bay Area Quotes\" width=\"455\" height=\"1024\" \/><\/p>\r\n<p>We recognize that life often gets thrown askew by things out of our control. So, we have taken every measure possible to make this time more comfortable for everyone at Iterable\u2014and associated with Iterable\u2014so we can come out on the other side together.\u00a0<\/p>\r\n<p>This is a strange time, but I am proud of how our organization has come together for the greater good\u2014not only for ourselves, but also for our customers and partners as well.<\/p>\r\n<h3>Join a 2020 Bay Area Best Places to Work<\/h3>\r\n<p>Do you want to join a team of humble, smart-working people who care about work-life balance and like to have fun?<\/p>\r\n<p>Help us make the Best Places to Work list again next year by applying for any of the open positions on <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">our careers page<\/a>!<\/p>","post_title":"Iterable Named a 2020 Bay Area Best Places to Work","post_excerpt":"We\u2019re excited to announce that for the third consecutive year Iterable has been named as one of the Bay Area\u2019s \u201cBest Places to Work.\u201d","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-bay-area-best-places-work","to_ping":"","pinged":"","post_modified":"2020-05-15 15:28:35","post_modified_gmt":"2020-05-15 22:28:35","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9306","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/2020-bay-area-best-places-work\/"},{"ID":9287,"post_author":"7","post_date":"2020-04-23 08:46:55","post_date_gmt":"2020-04-23 15:46:55","post_content":"<p>Well, well, well\u2014it is 2020, and we are finally seeing some signs of life out of Microsoft\u2019s Outlook\/Hotmail freemail system. Something we haven\u2019t seen since it <a href=\"https:\/\/www.microsoft.com\/en-us\/microsoft-365\/blog\/2016\/07\/26\/outlook-helps-you-focus-on-what-matters-to-you\/\" target=\"_blank\" rel=\"noopener noreferrer\">first introduced Focused Inbox back in 2016<\/a>.<\/p>\r\n<p>It is no secret to anyone working in the email deliverability space that inbox placement in the Microsoft system in the last couple of years has been challenging, to say the least:<\/p>\r\n<ul>\r\n\t<li><strong>Sending from new IPs to Microsoft?<\/strong> <em>Mach 2 to the junk folder.<\/em><\/li>\r\n\t<li><strong>Using the proper protocol to file a support ticket for mitigation?<\/strong> <em>Nice thought, but get ready to open more\u2014many more.<\/em><\/li>\r\n\t<li><strong>Reducing audiences to hyper-engaged segments only?<\/strong> <em>60% of the time, it works every time #Anchorman.<\/em><\/li>\r\n\t<li><strong>Escalations outside of the support funnel?<\/strong> <em>Fuggedaboutit<\/em><\/li>\r\n\t<li><strong>Light at the end of the tunnel?<\/strong> <em>Cue the Charlie Brown tree.<\/em><\/li>\r\n<\/ul>\r\n<p>Just ask our deliverability team lead Seth Charles on the subject:<\/p>\r\n<blockquote>\r\n<p><em>\"Over the last few years, Microsoft has been considerably notorious due to inconsistent filtering logic and SMTP responses that have been unpredictable. To add to frustrations, some traditional and 'recommended' escalation paths have remained somewhat unproductive. <\/em><\/p>\r\n<p><em>Any developments that hint at improvements or even attention on MSN's part would be a welcomed sight in this space.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>However, it appears the Outlook\/Hotmail email client is doing something new and rolling out a beta test for Inbox Tabs. As of this week, the Iterable Deliverability Team began to see prompts inside of the Outlook\/Hotmail system to enable the additional Inbox Tabs. There are now more options than there have been in the last couple of years, and that is <strong>different<\/strong>.<\/p>\r\n<p>How was the Iterable Deliverability Team privy to this? Well, we just test and poke around a lot, then we poke around even more and pay attention. It appears the conditions were just right, and like <a href=\"https:\/\/deliverycounts.com\/2020\/04\/16\/microsoft-brings-inbox-tabs-to-outlook-on-the-web\/\" target=\"_blank\" rel=\"noopener noreferrer\">other users<\/a> who <a href=\"https:\/\/www.neowin.net\/news\/leaked-screenshots-show-new-inbox-tabs-for-outlook-on-the-web\" target=\"_blank\" rel=\"noopener noreferrer\">flagged the change this month<\/a>, we happened to notice a new feature being exposed under the radar.<\/p>\r\n<p>This could be the start of Microsoft more accurately classifying the types of messages coming into their system. This, in turn, would teach their machine learning models to better understand what is good mail (let it in) and what is bad mail (junk, block or drop at the edge), thereby protecting their system and making users happy.\u00a0<\/p>\r\n<p>Let\u2019s dive into the details of what is starting to roll out in the Outlook\/Hotmail system.<\/p>\r\n<h3>The Inside Scoop on Microsoft Inbox Tabs<\/h3>\r\n<p>As I\u2019ve stated above, Microsoft\u2019s <a href=\"https:\/\/support.office.com\/en-us\/article\/focused-inbox-for-outlook-f445ad7f-02f4-4294-a82e-71d8964e3978\" target=\"_blank\" rel=\"noopener noreferrer\">Focused Inbox<\/a> has been available for several years, as a way to separate priority messages from the nonessential.\u00a0<\/p>\r\n<p>The screenshot below depicts the default tabs options available right now for most users.<\/p>\r\n\r\n[caption id=\"attachment_9301\" align=\"alignnone\" width=\"612\"]<img class=\"wp-image-9301 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Outlook-1.png\" alt=\"Focused and Other Tabs in Outlook\" width=\"612\" height=\"204\" \/> <em>A look into the Focused and Other tabs in Microsoft\u2019s inbox.<\/em>[\/caption]\r\n\r\n<p><strong>Hot off the presses<\/strong>\u2014Below are the new options you can enable if you are prompted as an Outlook\/Hotmail user: Promotions, Social and Newsletters.\u00a0<\/p>\r\n<p>It is not clear yet which users are getting nudged at this time, and it is important to note that a user can turn on or off any of the tabs at any given time.<\/p>\r\n\r\n[caption id=\"attachment_9302\" align=\"alignnone\" width=\"744\"]<img class=\"wp-image-9302 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Outlook-2.png\" alt=\"Microsoft Inbox Tabs\" width=\"744\" height=\"508\" \/> <em>An inside look at Microsoft\u2019s new Inbox Tabs that are available to turn on.<\/em>[\/caption]\r\n\r\n<p>These new Inbox Tabs give Microsoft users the option to have all of the below options in their mailbox now.<\/p>\r\n\r\n[caption id=\"attachment_9303\" align=\"alignnone\" width=\"918\"]<img class=\"wp-image-9303 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Outlook-3.png\" alt=\"Inbox view of Microsoft Inbox Tabs\" width=\"918\" height=\"196\" \/> <em>How the new tabs look inside of a Microsoft user\u2019s inbox.<\/em>[\/caption]\r\n\r\n<p>Look and sound familiar? It should: Gmail <a href=\"https:\/\/gmail.googleblog.com\/2013\/05\/a-new-inbox-that-puts-you-back-in.html\" target=\"_blank\" rel=\"noopener noreferrer\">rolled out the first iteration<\/a> of its inbox tabs nearly seven years ago.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_9299\" align=\"alignnone\" width=\"808\"]<img class=\"wp-image-9299 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Gmail-1.png\" alt=\"Gmail Inbox Categories\" width=\"808\" height=\"304\" \/> <em>Gmail\u2019s available tabs a user can turn on in inbox settings. <\/em>[\/caption]\r\n\r\n<p>This gave users more control over their inbox and also led to additional deep insights for Google\u2019s machine learning to further classify the types of messages entering Gmail.<\/p>\r\n\r\n[caption id=\"attachment_9300\" align=\"alignnone\" width=\"1014\"]<img class=\"wp-image-9300 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Gmail-2.png\" alt=\"Inbox View of Gmail Inbox Tabs\" width=\"1014\" height=\"144\" \/> <em>How the tabs look inside of a user's Gmail inbox.<\/em>[\/caption]\r\n\r\n<h3>What Microsoft Inbox Tabs Mean for Email Marketers<\/h3>\r\n<p>Ultimately, is this a good or bad thing that Microsoft has started enabling these inbox tabs?<\/p>\r\n<p>I do, indeed, think this is a very good thing. Users and marketers had (<em>and still have<\/em>) mixed feelings about the Gmail tabs. But the best part about this feature is that a user can decide to turn on whatever tabs they find most relevant to them. There was a keyword in the previous sentence\u2014<strong>relevant<\/strong>.<\/p>\r\n<p>With the Outlook\/Hotmail inbox tabs most likely coming, being relevant to your users just took a beefy shot to the arm. I imagine that many marketers might start panicking that this is going to reduce inbox exposure to their users\u2014decreasing open rates and revenue as a result\u2014in a system that\u2019s already difficult to deliver marketing messages to.<\/p>\r\n<p>In my opinion, all this really does is just highlight the critical need to look at your marketing program and ensure you have done your homework on your data. Your users need relevant and meaningful information delivered to them, when they want it.\u00a0<\/p>\r\n<p>Here are important questions to keep in mind when gauging your brand\u2019s relevance:<\/p>\r\n<ul>\r\n\t<li>Did users directly opt-in?<\/li>\r\n\t<li>Are they opening your emails? Are they opening them multiple times?<\/li>\r\n\t<li>Are they clicking (<em>and not the unsubscribe link<\/em>)?<\/li>\r\n\t<li>Are users sending you other behavioral signals that let you know they are loyal and engaged with your brand (purchases, app activity, website activity, etc.)?<\/li>\r\n<\/ul>\r\n<p>If users are expecting mail from your program, then they will go find it and engage with it when they are ready, no matter what tab it delivers to.<\/p>\r\n<h3>Wrapping Up With Optimism<\/h3>\r\n<p>To Microsoft\u2019s credit, the Iterable Deliverability Team is optimistically observing that Microsoft\u2019s support funnel is being more reasonable lately. It appears that the support tiers are actually reviewing the data on sending IP addresses in question. Mitigation on good senders is happening much faster and actually holding right now. We are seeing a drastic change in reputation and open rates overnight, when there have been junk folder issues for weeks and even months prior.\u00a0<\/p>\r\n<p>These are some encouraging signs that we genuinely hope will continue. For all intents and purposes, Microsoft is making efforts to fix what has been broken for many legitimate senders for some time, and that is a positive sign in the email industry.\u00a0<\/p>\r\n<p>Let\u2019s see how Microsoft users like its Inbox Tabs once more are prompted to enable them, how accurate the tab categorizations are and how inbox placement starts to play out over the next few months. I remain hopeful that this could be the start of a new light for Microsoft inbox placement, and all of us deliverability nerds can rejoice in more accurate results and resolutions.<\/p>\r\n<p>As you can see from above, the email deliverability space is constantly evolving, and it is a complicated subject matter. Need help trying to navigate these ever-changing waters? Learn more about <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's Deliverability Services<\/a> and how we can help.<\/p>","post_title":"Microsoft Inbox Tabs for Outlook\/Hotmail: Coming Soon?","post_excerpt":"It appears the Outlook\/Hotmail email client is rolling out a beta test for Inbox Tabs. Here's what Microsoft's new feature means for email marketers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"microsoft-inbox-tabs-for-outlook-hotmail-coming-soon","to_ping":"","pinged":"","post_modified":"2020-04-23 09:40:10","post_modified_gmt":"2020-04-23 16:40:10","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9287","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/microsoft-inbox-tabs-for-outlook-hotmail-coming-soon\/"},{"ID":9271,"post_author":"10","post_date":"2020-04-22 12:24:20","post_date_gmt":"2020-04-22 19:24:20","post_content":"<p>By now we all know how important data is to successful marketing\u2014we know that you <em>already<\/em> know this. What you might not know, however, is how to actually make use of the exabytes of data that are created daily.<\/p>\r\n<p>Today, we\u2019ll take a closer look at the different data types that growth marketing platforms like Iterable classify, store and activate as part of a standout customer messaging experience.<\/p>\r\n<p>Without venturing too deep into the weeds, we\u2019ll focus on three primary data types that flow through our platform before transforming into personalized cross-channel messaging:<\/p>\r\n<ol>\r\n\t<li>User attributes<\/li>\r\n\t<li>Event data<\/li>\r\n\t<li>Metadata*<\/li>\r\n<\/ol>\r\n<p>(*<em>We recognize that metadata\u2019s descriptive nature applies to all data types, but for the sake of today\u2019s post we\u2019ll be examining it through a product-specific lens.<\/em>)<\/p>\r\n<h3>The Basics: Attributes, Events and Metadata<\/h3>\r\n<p>User data as a concept is fairly straightforward. On a daily basis, consumers express exactly who they are, what they like and more across the digital universe. This richly detailed, personal data\u2014browsing, buying, clicking, tapping, and interacting\u2014is encapsulated as user data that can live inside <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/218365803-User-Profile-Overview\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable user profiles<\/a>.<\/p>\r\n<p>Within Iterable, we generally classify this data as two different data types: user attributes and event data.<\/p>\r\n<h4>User Attributes<\/h4>\r\n<p><strong><span style=\"text-decoration: underline\">What it is<\/span><\/strong>: User attributes are usually insights like personal characteristics, geographic location and general profile-building properties. These are the data points that speak to your users\u2019 individualities\u2014their contact details, how and when they found you, the lists they\u2019re (un)subscribed to, and the devices they use.<\/p>\r\n<p><strong><span style=\"text-decoration: underline\">Where it comes from<\/span><\/strong>: In general, all information about your users is passed to Iterable through API, CSV import, partner integrations, or mobile SDK. User attributes are no exception. Iterable receives and stores new user profile basics once they've join your website or app. As their engagement grows, we append new details about them and their experiences to their profiles.\u00a0<\/p>\r\n<p><strong><span style=\"text-decoration: underline\">Why it\u2019s important<\/span><\/strong>: User attributes build a bigger picture of who your customers are. Iterable uses these attribute values for segmentation, workflow filtering and dynamically personalizing content.<\/p>\r\n\r\n[caption id=\"attachment_9277\" align=\"alignnone\" width=\"444\"]<img class=\"wp-image-9277 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/User-profile-.png\" alt=\"Justin Zhu's user profile\" width=\"444\" height=\"512\" \/> <em>User Profiles store different attributes and give you a well-rounded view of every customer.<\/em>[\/caption]\r\n\r\n<h4>Event Data<\/h4>\r\n<p><strong><span style=\"text-decoration: underline\">What it is<\/span><\/strong>: <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/206430615-Events-and-Event-Properties\" target=\"_blank\" rel=\"noopener noreferrer\">Event data<\/a> captures critical details about what your users \u201cdo\u201d with your brand\u2014from macro events like purchases or subscription levels to micro events like website and app clicks, page views, email or push opens, and more.<\/p>\r\n<p>Importantly, engagement encompasses much more than simply opening a message\u2014Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002065083-Managing-Custom-Events\" target=\"_blank\" rel=\"noopener noreferrer\">custom event capabilities<\/a> layers in rich details about customer experiences. Because events are broad in scope and often brand-specific, it\u2019s easy to customize which unique events are tracked and stored to your users\u2019 profiles.<\/p>\r\n<p><span style=\"text-decoration: underline\"><strong>Where it comes from<\/strong><\/span>: Message engagement activity like channel-specific sends, opens and clicks are natively tracked by Iterable to show how your customers are interacting with your brand. External activities, like cart additions or purchases taking place on your website or app, can all be brought into the platform the same ways user attributes are.<\/p>\r\n<p><span style=\"text-decoration: underline\"><strong>Why it\u2019s important<\/strong><\/span>: Compiled event data offers a holistic and evolving look into your customers\u2019 changing interests and needs. Use these events and their layers of associated data inside Iterable as conditional logic parameters that enhance segmentation, workflow filtering, and dynamic templating.<\/p>\r\n\r\n[caption id=\"attachment_9276\" align=\"alignnone\" width=\"2500\"]<img class=\"wp-image-9276 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/event-history-screenshot.png\" alt=\"Justin Zhu's event data history\" width=\"2500\" height=\"1418\" \/> <em>See the different details of your customers\u2019 recent and historical interactions transcribed as event data.<\/em>[\/caption]\r\n\r\n<h4>Metadata<\/h4>\r\n<p>Metadata is all the descriptive data about the core products and services differentiating your brand from your competitors. Think of a book, for example: though there are millions of them, no two are the same because of key distinctions: author, genre, characters, plot, and so on.<\/p>\r\n<p>Moving from analogy to your business, it\u2019s the details (the metadata) about your brand\u2019s offerings that makes you valuable to your customers\u2014and we can capture all of these critical specificities inside Iterable.<\/p>\r\n<p><span style=\"text-decoration: underline\"><strong>What it is<\/strong><\/span>: Metadata accounts for your business\u2019s finest of details; it\u2019s the brand equivalent of user attributes. On its own, it characterizes who your brand is, what it does and offers. But metadata paints much more vivid image of what your customers like specifically about your brand once affiliated with user data.\u00a0<\/p>\r\n<p>For example, if a customer makes a retail purchase, that purchase metadata\u2014size, color, style, category, price, or whatever else\u2014can be saved to their profile for use within a number of future marketing initiatives.<\/p>\r\n<p><span style=\"text-decoration: underline\"><strong>Where it comes from<\/strong><\/span>: Metadata typically resides in the various data management and e-commerce platforms our customers use. When marketing campaigns are sent, Iterable\u2019s APIs and integrations insert the specified metadata from these platforms into your message templates in the forms of personalized content.<\/p>\r\n<p>In addition, customers using our <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a> feature can import their products\u2019 details into an Iterable-hosted environment and use our Collection builder to power product recommendations.<\/p>\r\n<p><span style=\"text-decoration: underline\"><strong>Why it's important<\/strong><\/span>: The difference between a good and great campaign ties directly to your ability to wield metadata. Applying the customer-specific insights that live inside metadata is the basis of a 1:1 experience\u2014it informs which of your particular content, products and services they care about most and can help you infer what they\u2019ll care about next. If message personalization is the destination, metadata is the road that gets you there.<\/p>\r\n<h3>Staying Organized<\/h3>\r\n<p>It\u2019s important to note that Iterable organizes and stores the data we\u2019ve described above as <a href=\"https:\/\/www.freecodecamp.org\/news\/javascript-arrays-and-objects-are-just-like-books-and-newspapers-6e1cbd8a1746\/\" target=\"_blank\" rel=\"noopener noreferrer\">objects and arrays<\/a>. Storing data this way provides superior grouping and detail collection capabilities (and without the hassle of relational table building).<\/p>\r\n<p>Even as your customers\u2019 profiles grow, our platform makes it possible to turn even the finest of details into different campaign components. And <em>this<\/em> where everything comes together! The full spectrum of data encompassing your customers' experiences all boil down into collections of metadata-rich objects and arrays.<\/p>\r\n<h4>Getting Personal<\/h4>\r\n<p>This structure makes it incredibly easy (and fast) to identify commonalities between otherwise unrelated elements of an experience. We\u2019ve centralized all of the key data needed to comprehensively accomplish the two biggest challenges marketers face:<\/p>\r\n<ol>\r\n\t<li>Identifying WHO should receive messages<\/li>\r\n\t<li>Determining WHAT that audience should receive<\/li>\r\n<\/ol>\r\n<p>With Iterable\u2019s segmentation tool, you can quickly assemble targeted customer lists by simply filtering through user attributes and events. In seconds you can generate a list of customers with criteria like this:<\/p>\r\n<ul>\r\n\t<li>Customer for 1+ year<\/li>\r\n\t<li>Made at 3+ purchases within the last 90 days<\/li>\r\n\t<li>LTV exceeds $100.<\/li>\r\n<\/ul>\r\n<p>Since Iterable appends product-specific metadata to attribute and event data, dynamically building content that corresponds with a customer\u2019s previous engagements is easy.<\/p>\r\n<p>Let\u2019s pretend you wanted to build loyalty program awareness and notify this audience segment of their recent point earnings totals.<\/p>\r\n<p>All you need is message template that pulls in data like:<\/p>\r\n<ul>\r\n\t<li>First name<\/li>\r\n\t<li>Point totals<\/li>\r\n\t<li>Number of points until next reward<\/li>\r\n\t<li>Recent purchases<\/li>\r\n<\/ul>\r\n<p>Next, set a send time or trigger\u2014that's it! All templates are populated at the time of message send, ensuring content is always up to date.<\/p>\r\n<p>The result? A\u00a0targeted, individualized, lifecycle-specific, automated, and hassle-free message built from readily accessible data.\u00a0<\/p>\r\n<p>Lastly, you can also pair this data with Iterable Catalog to generate individualized recommendations\u2014much like The Dyrt does.<\/p>\r\n<h3>Digging The Dyrt<\/h3>\r\n<p><a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a>, the #1 ranked camping app in both the Apple App Store and Google Play Store, uses Iterable Catalog to recommend the ideal campgrounds for each individual camper using their app. The Dyrt curates recommendations from over 40,0000 different campground types based on a user\u2019s camping preferences, geo-location and price.<\/p>\r\n<p>Campers can toggle through The Dyrt's 25+ campground filters to find their perfect campground. For convenient searchability, The Dyrt users' profiles save their particular site preferences:\u00a0<\/p>\r\n<ul>\r\n\t<li>Site types: tents, RVs, cabins, and more<\/li>\r\n\t<li>Access: walk-in, drive-in, hike-in, boat-in<\/li>\r\n\t<li>Features: dogs, fires, showers, WiFi, and more<\/li>\r\n\t<li>and more!<\/li>\r\n<\/ul>\r\n<p>In the email below, we\u2019ve highlighted how different data manifests into a highly personalized messaging experience.<\/p>\r\n\r\n[caption id=\"attachment_9275\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-9275 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042220_3-Types-of-Customer-Data_Screenshot-03.png\" alt=\"\" width=\"1000\" height=\"700\" \/> <em>With The Dyrt\u2019s individualized recommendations, campers no longer have to hunt for the perfect destination.<\/em>[\/caption]\r\n\r\n<p>In the example above, they\u2019ve woven the attribute, event and metadata together into a dynamic messaging experience.\u00a0The end result speaks directly to the tastes of each recipient.<\/p>\r\n<p>It not only looks great, it performed great, too. Using Catalog as a personalization driver, The Dyrt <a href=\"https:\/\/iterable.com\/webinars\/using-iterables-catalog-to-play-campground-matchmaker\/\" target=\"_blank\" rel=\"noopener noreferrer\">increased open rates by 57% and click-through rates by 466%!<\/a><\/p>\r\n<p>This is a marquee example that demonstrates how data can transform your customers\u2019 experiences.<\/p>\r\n<p>If you\u2019ve dreamed about using your hard-earned customer data types for good, now is the time to do it. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sign up for a customized demo<\/a> of Iterable today and learn where the road ahead can take you.<\/p>","post_title":"Iterable Data Types: Attributes, Events and Metadata","post_excerpt":"We'll explore the three fundamental data types that flow through Iterable. Learn how every single touchpoint adds up to a wow-worthy messaging experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"data-types-attributes-events-metadata","to_ping":"","pinged":"","post_modified":"2020-04-22 12:24:20","post_modified_gmt":"2020-04-22 19:24:20","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9271","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/"},{"ID":9233,"post_author":"10","post_date":"2020-04-16 12:16:56","post_date_gmt":"2020-04-16 19:16:56","post_content":"<p>Evaluating and changing any piece of your MarTech stack is a risk-laden and time-consuming endeavor, especially when that piece is a high-grossing revenue channel like email.<\/p>\r\n<p>Because email service providers (ESPs) are a core component of any go-to-market (GTM) strategy, we have to ensure email-driven revenues aren't coming at the expense of our organization\u2019s time and resources.<\/p>\r\n<p>That\u2019s why we\u2019ve compiled ten investigative questions every marketing leader must ask of their email strategy. Leave no stone unturned as you consider your answers\u2014below each question, we've provided some opening prompts to help you contextually examine each one.\u00a0<\/p>\r\n<p>As you explore these questions through the various lenses of your GTM processes, you will determine how your ESP influences the overall achievement of your marketing goals.<\/p>\r\n<p>We've grouped these ten key ESP evaluation questions into three thematic categories affecting your bottom line: collaboration, cost management and customer centricity. Let's get started!<\/p>\r\n<h3>Collaboration<\/h3>\r\n<p>Removing the points of friction that impede cross-functional operations helps rev up your GTM engine. As the\u00a0<a href=\"https:\/\/www.ana.net\/blogs\/show\/id\/mm-blog-2019-04-4-priorities-for-success-in-2020\" target=\"_blank\" rel=\"noopener noreferrer\">Association of National Advertisers cited<\/a> this year, one of marketing leadership's top priorities is facilitating tighter collaboration and driving greater alignment toward goals.<\/p>\r\n<p>As you think about upleveling your customers' email experiences, imagine how things might change after unifying your teams' campaign creation processes.\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>How connected are your GTM teams\u2019 strategies?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">GTM objectives to consider<\/span>: Do teams offer channel-specific experiences? Are teams' conversion initiatives interfering with each other? How consistent is the messaging? How do personalization efforts differ? How are teams coordinating the lifecycles of your customers?<\/p>\r\n<ul>\r\n\t<li><strong>How many teams does it take to produce your baseline personalization?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">GTM roles to consider<\/span>: How are content teams personalizing their work? How is this reflected in email design assets? Is content personalized differently across channels? Do the tools your teams use change your materials' look and feel? How involved are your engineering, data science, and\/or product teams?<\/p>\r\n<ul>\r\n\t<li><strong>How easy is it to facilitate the different team processes for campaign production?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">GTM planning capacities to consider<\/span>: How many different teams are required? What is the overall level of effort required? How are production timelines decided? How are projects evaluated and prioritized by different teams? How does urgency affect team priorities?<\/p>\r\n<ul>\r\n\t<li><strong>How long does it take to produce a campaign?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Processes to consider<\/span>: Who is involved with initial ideation? How are campaigns constructed? What is the content development process? How are audiences determined and identified? What is the launch process? How are results measured and reported?<\/p>\r\n<blockquote>\r\n<p style=\"text-align: left\"><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/Iterable_CreativeLive_CaseStudy.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">See how they did it<\/a>: After centralizing their email production processes, CreativeLive drove a 50% reduction in email set up and testing times.<\/p>\r\n<\/blockquote>\r\n<h3>Cost Management<\/h3>\r\n<p>After considering the production components of your email strategy, it's time to think about costs. This year, <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/3-questions-cmos-must-answer-in-2020\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner reports<\/a>\u00a0CMOs are pursuing strategic growth through procedural optimization in the face of shrinking marketing budgets.\u00a0<\/p>\r\n<p>When looking at your email program's assets, verify your teams are efficiently producing cost-effective results at the speed and scale your business demands.\u00a0\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>How optimized are your campaigns?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Experimental elements to consider<\/span>: What is your campaign testing strategy? What testing capabilities does your ESP offer? How easy is it to incorporate new learnings? Which testing efforts are manual vs. automated?<\/p>\r\n<ul>\r\n\t<li><strong>Which manual pieces of campaign production could be eliminated by automation?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Real-time components to consider<\/span>: How is all of the campaign-specific data gathered? How is the end-to-end segmentation managed? How do you manage targeted promotions? How much manual effort is required to personalize content to audience segments?<\/p>\r\n<ul>\r\n\t<li><strong>How satisfied are you with your current campaign ROI?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Perspectives to consider<\/span>: How do your campaign expectations compare to reality?\u00a0 How do teams rate your campaigns' overall performance? How do you rate your campaigns' time to value? How do you evaluate resource costs vs. expected end-product value?<\/p>\r\n<blockquote>\r\n<p style=\"text-align: left\"><a href=\"https:\/\/iterable.com\/customers\/case-study\/99designs\" target=\"_blank\" rel=\"noopener noreferrer\">See how they did it<\/a>: 99designs experienced 2X email campaign conversion rates by refining their segmentation and personalization efforts.<\/p>\r\n<\/blockquote>\r\n<h3>Customer Centricity<\/h3>\r\n<p><a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/chief-marketing-officer\/articles\/future-of-marketing-global-marketing-trends-internal.html?page=7\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte<\/a> notes that the brands with an edge over their competitors are those whose marketing delivers personalized, human experiences in an agile manner.<\/p>\r\n<p>Reading your customers' cues and responding in real-time through content and messaging paves the way toward affinity and long-term customer loyalty.<\/p>\r\n<ul>\r\n\t<li><strong>How personalized are your emails (content, images, promotions, etc.)?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Personalization elements to consider<\/span>: How much does data influence campaign personalization? Which engagement signals are influencing lifecycle targeting? How does your segmentation strategy influence personalization efforts? How are you targeting particular audiences with specific promotional content?\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>How closely do your campaigns reflect real-time events?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Real-time elements to consider<\/span>: How closely to campaigns reflect recent customer behaviors? How are changes in customer preferences or interests incorporated into campaigns? How do you produce triggered responses to particular engagement milestones?<\/p>\r\n<ul>\r\n\t<li><strong>How responsive are your campaigns to customer behaviors and interactions?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Behavioral elements to consider<\/span>: Are customer behaviors dynamically segmenting audience groups? What are your ESP's dynamic content capabilities? How is lifecycle management determined? How do your teams manage cross-channel experience continuity? How extensible is customer data between teams and tools?\u00a0<\/p>\r\n<blockquote>\r\n<p style=\"text-align: left\"><a href=\"https:\/\/iterable.com\/customers\/case-study\/zillow-4\" target=\"_blank\" rel=\"noopener noreferrer\">See how they did it<\/a>: Zillow increased email open rates by 161% after incorporating previously inaccessible customer data into their campaigns.<\/p>\r\n<\/blockquote>\r\n<h3>Introducing the Modern ESP<\/h3>\r\n<p>If you\u2019ve worked through these questions and recognize areas in need of improvement, you're likely outgrowing your current ESP. As you prepare for a pending ESP evaluation, make sure you're equipped with all the right resources.<\/p>\r\n<p>Inside our recent guide, we highlight how modern ESPs close the GTM process gaps that most entry-level and legacy providers leave behind.<\/p>\r\n<p>To get a complete look at how a modern ESP can help you reach your business goals, download our guide, <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/an-introduction-to-modern-esps\/\">An Introduction to Modern ESPs: How to Prepare for Growth.<\/a><\/p>\r\n<p><a href=\"http:\/\/iterable.com\/resources\/whitepapers\/an-introduction-to-modern-esps\/\"><img class=\"alignnone wp-image-9243 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Intro-ESP-Guide_Sigstr_768x192.png\" alt=\"Get the Guide: An Introduction to Modern ESPs\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"10 Questions You Need to Ask When Evaluating ESPs","post_excerpt":"Here's what every marketing leader must ask during an ESP evaluation to improve team collaboration, decrease costs and enhance the customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"10-questions-evaluating-esps","to_ping":"","pinged":"","post_modified":"2020-04-16 12:16:56","post_modified_gmt":"2020-04-16 19:16:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9233","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/10-questions-evaluating-esps\/"},{"ID":9191,"post_author":"35","post_date":"2020-04-07 10:04:23","post_date_gmt":"2020-04-07 17:04:23","post_content":"<p>Back in January, we were younger, naive even. Recreational time was revered. A simple walk was seen as just that\u2014simple. Dating, too, was seen with freedom and ease.<\/p>\r\n<p>Today, we are hardened, jaded by the events that have uprooted our circumstances. Under <a href=\"https:\/\/www.thecut.com\/article\/what-does-shelter-in-place-mean.html\" target=\"_blank\" rel=\"noopener noreferrer\">mass shelter-in-place<\/a> ordinances due to the <a href=\"https:\/\/www.nytimes.com\/2020\/04\/01\/world\/coronavirus-news.html\" target=\"_blank\" rel=\"noopener noreferrer\">outbreak of COVID-19<\/a>, we have had to get creative in the ways we go about our daily lives. And dating is no exception.<\/p>\r\n<p>From long phone conversations to <a href=\"https:\/\/www.cnbc.com\/2020\/03\/27\/catch-feelings-not-covid-blind-speed-video-dating-app-for-nyc.html\" target=\"_blank\" rel=\"noopener noreferrer\">virtual speed dating<\/a>, the ways in which people are keeping their love lives\u2014well, alive\u2014are changing. So, too, are the ways in which dating apps, like Tinder and Match, are marketing to their subscribers.<\/p>\r\n<p>In January 2020, we kicked off research into how dating apps communicate with their users. For three weeks, we closely monitored the marketing programs of five dating apps: <a href=\"https:\/\/tinder.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tinder<\/a>, <a href=\"https:\/\/www.okcupid.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">OkCupid<\/a>, <a href=\"http:\/\/iterable.com\/form\/whitepaper\/g2-grid-report-marketing-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">eharmony<\/a>, <a href=\"https:\/\/coffeemeetsbagel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Coffee Meets Bagel<\/a> and <a href=\"http:\/\/match.com\" target=\"_blank\" rel=\"noopener noreferrer\">Match<\/a>.<\/p>\r\n<p>This research, which is part of our ongoing <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardown series<\/a>, dives into all aspects of how these brands communicate with their audiences\u2014everything from which channels they use, how frequently they send messages, and even the style and substance of each touchpoint.<\/p>\r\n<p>We created profiles, liked other users, adjusted our preferences, and even abandoned carts to see how their marketing communications reacted to our behavior. You can see the full teardown and a detailed look at our experience here.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/MsCRL6M9qAsoR\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Dating Apps \u2014 Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/dating-apps-iterable-user-engagement-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">Dating Apps \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p>In the teardown, we have broken down the communications from these dating services to identify common trends and preferences as well as the different cross-channel marketing strategies used to differentiate brands and set their user journey apart.\u00a0<\/p>\r\n<p>Since the marketing world\u2014like much of the rest of the world\u2014has been flipped since we conducted the research, we thought it would be worth looking at how messaging from dating apps has changed in the last few months.<\/p>\r\n<h3>Dating Back Then...In The Wild<\/h3>\r\n<p>Back when freedom to move about the country was the norm, dating services were communicating with subscribers in ways you\u2019d expect.<\/p>\r\n<p>Alerts for likes and matches dominated the conversation. And much of the content sent by these brands focused on optimizing the number of likes our profile could garner.<\/p>\r\n\r\n[caption id=\"attachment_9194\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-9194\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_Screenshot-01.png\" alt=\"Dating Likes and Matches \" width=\"600\" height=\"800\" \/> <em>Dating apps devote much of their messaging to activity alerts.<\/em>[\/caption]\r\n\r\n<p>Tips and tricks for improving our profile were commonplace and centered on our pictures. Conversation best practices also found their way into our inbox, showing the best ways to start a conversation or hold one when not getting the most engaging responses.<\/p>\r\n\r\n[caption id=\"attachment_9197\" align=\"alignnone\" width=\"662\"]<img class=\"size-large wp-image-9197\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-26-at-11.20.32-AM-662x1024.png\" alt=\"Dating App Advice\" width=\"662\" height=\"1024\" \/> <em>Tinder\u2019s Swipe Life offers tips and tricks for making the most of your profile.<\/em>[\/caption]\r\n\r\n<p>Some companies, such as Match, promoted in-person activities like meet-ups.<\/p>\r\n\r\n[caption id=\"attachment_9198\" align=\"alignnone\" width=\"370\"]<img class=\"size-full wp-image-9198\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-10.07.08-AM.png\" alt=\"In-Person Meetings\" width=\"370\" height=\"577\" \/> <em>Promoting a group event takes away some of the pressure of dating.<\/em>[\/caption]\r\n\r\n<p>In general and to no one\u2019s surprise, much of the language used by dating apps back in January pushed for in-person meetings. References to \u201cdate night\u201d and how to perfect the first date came up frequently.<\/p>\r\n\r\n[caption id=\"attachment_9199\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-9199\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_Screenshot-02.png\" alt=\"Match Push Notification\" width=\"600\" height=\"800\" \/> <em>#NationalHuggingDay wouldn\u2019t get as much attention during shelter-in-place.<\/em>[\/caption]\r\n\r\n<p>Much of the marketing for dating services before COVID-19 fit into the categories you\u2019d expect without much deviation or variation from the middle.<\/p>\r\n<h3>Dating Now...From Home<\/h3>\r\n<p>Now, things have changed. Priorities have shifted. And #NationalHuggingDay has turned into #NationalAirFiveFromSixFeetAwayDay. It\u2019s a confusing time, to be certain, and the rules of engagement are unclear.<\/p>\r\n<p>That\u2019s why we\u2019re seeing more articles such as <a href=\"https:\/\/swipelife.tinder.com\/post\/dating-and-coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">this one<\/a> from Tinder attempting to lay out the groundwork for how to continue dating from home.<\/p>\r\n<p>In-person dating is now frowned upon and the messaging has followed suit. Match has shied away from its events series to instead explain the benefits of shelter-in-place. In its stead, they have opened a hotline for how to date while social distancing.<\/p>\r\n\r\n[caption id=\"attachment_9200\" align=\"alignnone\" width=\"282\"]<img class=\"size-full wp-image-9200\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-9.41.33-AM.png\" alt=\"Dating While Distancing\" width=\"282\" height=\"328\" \/> <em>Despite social distancing, Match has made efforts to keep users connected.<\/em>[\/caption]\r\n\r\n<p>Some aspects of user engagement have remained unchanged. Likes, matches and recommendations are all the more important now to give users chances to meet virtually. And these alerts are likely going to become more prevalent since <a href=\"https:\/\/www.dw.com\/en\/love-in-the-time-of-coronavirus-covid-19-changes-the-game-for-online-dating\/a-52933001\" target=\"_blank\" rel=\"noopener noreferrer\">dating app usage has actually increased<\/a>.<\/p>\r\n<p>Dating services are incorporating language referencing the results of the stay-at-home requirements into premium subscription promotions.<\/p>\r\n\r\n[caption id=\"attachment_9201\" align=\"alignnone\" width=\"569\"]<img class=\"size-full wp-image-9201\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-10.25.12-AM.png\" alt=\"Premium Promotion\" width=\"569\" height=\"489\" \/> <em>eharmony is quick to remind users that love finds a way.<\/em>[\/caption]\r\n\r\n<p>And predictably, the tips and tricks have changed. For example, one from Match that surely all of us can take to heart, \u201cDon\u2019t skimp on style just because it\u2019s a video chat.\u201d<\/p>\r\n\r\n[caption id=\"attachment_9202\" align=\"alignnone\" width=\"509\"]<img class=\"size-full wp-image-9202\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-10.26.59-AM.png\" alt=\"Advice on Dating\" width=\"509\" height=\"611\" \/> <em>Match provides value while reminding users to stay optimistic.<\/em>[\/caption]\r\n\r\n<p>The biggest difference in messaging has come from the subject line. Whereas before you would see varied themes, references and styles, now you are likely to see almost exclusively a mix of the keywords \u201chome\u201d and \u201cdistancing\u201d and a reference to virtual dating.<\/p>\r\n\r\n[caption id=\"attachment_9203\" align=\"alignnone\" width=\"365\"]<img class=\"size-full wp-image-9203\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-06-at-12.15.10-PM.png\" alt=\"Dating App Subjects\" width=\"365\" height=\"83\" \/> <em>The subject line is the easiest way to ensure readers know what\u2019s to come.<\/em>[\/caption]\r\n\r\n<p>It\u2019s an understandably difficult task to market true love when users cannot leave their homes to meet new matches. Dating services will have to continue being direct with their users while adopting creative new strategies to help them stay connected.<\/p>\r\n<h3>Marketing a Virtual Love Connection<\/h3>\r\n<p>A purely online or app-driven dating service, such as Tinder or Match, is inherently virtual. For years they have marketed the ease with which users can meet new people, but with the underlying assumption that they, in fact, will meet in person at some point.<\/p>\r\n<p>Nowadays, that last step isn\u2019t so certain. But, there are ways to adapt and these brands have swiftly changed their marketing tactics to maintain and sustain. If anything, those in the dating pool now <a href=\"https:\/\/www.dw.com\/en\/love-in-the-time-of-coronavirus-covid-19-changes-the-game-for-online-dating\/a-52933001\" target=\"_blank\" rel=\"noopener noreferrer\">have the time<\/a> to foster these relationships.<\/p>\r\n<p>The best organizations connect with their audiences on a personal level. With a mandated physical distance between its users, dating apps first have to connect with their members. Only then can they help foster new love.<\/p>\r\n<p><em>To learn more about marketing in other industries, check out our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement teardowns<\/a>.<\/em><\/p>","post_title":"How Dating Apps Have Adapted Under COVID-19","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dating-apps-under-covid-19","to_ping":"","pinged":"","post_modified":"2020-04-07 11:02:18","post_modified_gmt":"2020-04-07 18:02:18","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9191","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/"},{"ID":9173,"post_author":"43","post_date":"2020-04-06 16:47:33","post_date_gmt":"2020-04-06 23:47:33","post_content":"<p><span style=\"font-weight: 400;\">Testing has always been a cornerstone of Calm\u2019s growth marketing strategy. With tools like Amplitude and Iterable in their stack, Calm leans into their analytics and runs A\/B tests based on facts vs. theories. Join Sue Cho, Head of Lifecycle Marketing at Calm, and hear how her focus on data and strong testing mentality has uncovered surprising truths that allowed Calm to shift gears quickly.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\"><strong>In this session, we dive into:<\/strong>\u00a0<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creating your own best practices<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Harnessing your MarTech stack\u2019s power to iterate quickly and effectively<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discovering insights that shape your marketing strategy<\/span><\/li>\r\n<\/ul>","post_title":"The 3 Truths Calm Found Through Analytics and Testing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-3-truths-calm-found-through-analytics-and-testing","to_ping":"","pinged":"","post_modified":"2020-07-20 12:24:55","post_modified_gmt":"2020-07-20 19:24:55","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=9173","menu_order":16,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/"},{"ID":9087,"post_author":"7","post_date":"2020-03-12 11:48:57","post_date_gmt":"2020-03-12 18:48:57","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/customer-milestone-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at reactivation and re-engagement.<\/em><\/p>\r\n<p>It's a well-known fact at Iterable: <a href=\"https:\/\/iterable.com\/blog\/email-list-pruning-analogy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email list pruning isn't always the best strategy<\/a>.<\/p>\r\n<p>To refresh your memory, it:<\/p>\r\n<ul>\r\n\t<li>May not help with deliverability issues.<\/li>\r\n\t<li>May not serve your brand's goals, despite being a \"best practice.\"<\/li>\r\n\t<li>May <em>hurt<\/em> your brand's email list profitability in the long run, in an attempt to \"save money.\"<\/li>\r\n<\/ul>\r\n<p>That's why for this edition of <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>, we're going to focus on what you should do instead of pruning your list: <strong>send a reactivation or re-engagement campaign<\/strong>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to gain access to even more advanced tactics to up your cross-channel messaging game.<\/p>\r\n<h3>The Purpose of Reactivation and Re-Engagement<\/h3>\r\n<p>The type of reactivation campaign your brand creates is dependent on the kind of products and services sold. According to <a href=\"https:\/\/reallygoodemails.com\/categories\/retention-reactivation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a>, the best reactivation and re-engagement campaigns should:<\/p>\r\n<ul>\r\n\t<li>Remind the recipient of why they signed up<\/li>\r\n\t<li>Spark curiosity<\/li>\r\n\t<li>Introduce new concepts<\/li>\r\n<\/ul>\r\n<p>So for B2C or e-commerce brands, this could mean an email showcasing a limited time offer. These types of emails are great for reminding inactive subscribers on your list that your brand exists and may persuade them to make another purchase with your brand.<\/p>\r\n<p>But if your brand is a subscription business with a trial period built-in, reactivation emails can become so much more than limited-time special offers.<\/p>\r\n<p>In fact, we can break them down into three categories of users:<\/p>\r\n<ol>\r\n\t<li>Free-to-trial<\/li>\r\n\t<li>Trial-to-paid<\/li>\r\n\t<li>Win-back cancellations<\/li>\r\n<\/ol>\r\n<p>Let\u2019s go over them, one by one.<\/p>\r\n<h3>3 Essential Types of Reactivation Campaigns for Subscription Services<\/h3>\r\n<h4>1. Free-to-trial<\/h4>\r\n<p>At Iterable, we define free-to-trial as the point in time where a consumer decides to offer up some information about themselves in exchange for a free limited-time offer.<\/p>\r\n<p>For instance, Thrive Market asks new users about what family members they\u2019re shopping for, whether they have special diets or allergies and what\u2019s on their typical shopping list.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9100\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrivemarket_quiz.png\" alt=\"Thrive Market quiz\" width=\"1133\" height=\"579\" \/><\/p>\r\n<p><em>Thrive Market onboards new users by asking if they have any food allergies or follow any special diets.<\/em><\/p>\r\n<p>However, the quiz is long\u2014we counted at least 16 questions.<\/p>\r\n<p>So for users who don\u2019t finish filling out the form, Thrive Market sends a series of eight reactivation emails, reminding users to pick their membership plan and why it\u2019s in the user\u2019s benefit to signing up.<\/p>\r\n<p><img class=\"alignnone wp-image-9091 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrive_email_pt1.png\" alt=\"Thrive Market email - Pt 1\" width=\"457\" height=\"641\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9092 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrive_email_pt2.png\" alt=\"Thrive Market email - Pt 2\" width=\"433\" height=\"541\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9093 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrivemarket_email_pt3.png\" alt=\"Thrive Market email - Pt 3\" width=\"450\" height=\"307\" \/><\/p>\r\n<p><em>Thrive Market sends a reactivation email sent to users who put in their email for a free trial but didn\u2019t finish their quiz.<\/em><\/p>\r\n<p>Thrive Market knows this segment is open to buying, but not necessarily ready to do so, which is why they get straight to the point by answering the question: \u201cWhat do I get as a Thrive Market member?\u201d<\/p>\r\n<p>Another example comes from personalized vitamin subscription <a href=\"https:\/\/iterable.com\/customers\/#care-of\" target=\"_blank\" rel=\"noopener noreferrer\">Care\/of<\/a>, who sends new product announcements to subscribers who finished a quiz but have yet to make an order for daily vitamin packs.<\/p>\r\n<p><img class=\"alignnone wp-image-9094\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/careof_pt1.gif\" alt=\"Care\/of email - Pt 1\" width=\"602\" height=\"843\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-9095\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/careof_pt2.png\" alt=\"Care\/of email - Pt 2\" width=\"602\" height=\"630\" \/><\/p>\r\n<p><em>Vitamin subscription service Care\/of sends a reactivation email to users who have completed a quiz but haven\u2019t made an order.<\/em><\/p>\r\n<p>Care\/of could send more reactivation emails trying to get leads to order their personalized vitamin pack. But in this particular email, they focus on cross-selling another product offering\u2014in this case, protein powder\u2014to see if they can get more information and possibly score an order.<\/p>\r\n<h4>2. Trial-to-paid<\/h4>\r\n<p>Once a user commits to a trial period for a product or service (usually by inputting their credit card number), the real sales process begins.<\/p>\r\n<p>These <a href=\"https:\/\/tomtunguz.com\/how-long-free-trial\/\" target=\"_blank\" rel=\"noopener noreferrer\">trials can range from 7-90 days<\/a>, meaning brands have only so much time to convince the user that their service is worth it.<\/p>\r\n<p>Except?<\/p>\r\n<p>People sign up for things and then get busy.<\/p>\r\n<p>Therefore, it\u2019s your job as a marketer to remind trial customers of how their lives will change if they continue using your brand\u2019s subscription service.<\/p>\r\n<p>How do you do that? With a reactivation campaign, of course.<\/p>\r\n<p>This article outlines numerous examples of <a href=\"https:\/\/copyhackers.com\/2017\/06\/free-trial-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">how to write a trial ending or expired email<\/a>, but here are a few more examples.<\/p>\r\n<p>First, let\u2019s view this humorous reactivation email from popular budgeting software You Need a Budget (YNAB).<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9096\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ynab.png\" alt=\"YNAB reactivation email\" width=\"299\" height=\"616\" \/><\/p>\r\n<p><em>Personal finance tool You Need a Budget (YNAB) alerts users they only have one day left in their trial period.\u00a0<\/em><\/p>\r\n<p>YNAB pokes fun at the fact that most trial renewal emails can sound a little desperate. Instead of the usual trial-ending email, they write a narrative letter to the user about how budgeting should leave you with more cash, a kinder spirit and a legacy to leave behind to your children (with a soft call-to-action located in the postscript).<\/p>\r\n<p>But sometimes, trial users aren\u2019t ready to commit (especially if they didn\u2019t have time to do everything they wanted to do).<\/p>\r\n<p>In the following email from website builder Squarespace, they reiterate the following benefits of upgrading to a paid subscription: great design, a long list of testimonials and award-winning support.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9097\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/squarespace.png\" alt=\"Squarespace reactivation email\" width=\"308\" height=\"698\" \/><\/p>\r\n<p><em>Website builder Squarespace sends a reactivation email to trial users, reiterating the benefits of their subscription service.<\/em><\/p>\r\n<p>Plus? Squarespace gives on-the-fence users an easy way to extend their trial by another seven days\u2014perfect for anyone who needs a little more time to decide.<\/p>\r\n<h4>3. Win-back cancellations<\/h4>\r\n<p>Cancellations are a part of any thriving subscription brand, but that doesn\u2019t mean the customer will never return.<\/p>\r\n<p>Like we reiterated above, it could be that the customer:<\/p>\r\n<ul>\r\n\t<li>No longer has a budget for the product or service<\/li>\r\n\t<li>Doesn\u2019t have a need anymore<\/li>\r\n\t<li>Has lost trust in your brand for whatever reason<\/li>\r\n\t<li>Forgot to update a credit card number, renew, etc.<\/li>\r\n<\/ul>\r\n<p>Luckily, those customers can be won back with a thoughtfully crafted reactivation campaign.<\/p>\r\n<p>For instance, food media company America\u2019s Test Kitchen utilized an upcoming Thanksgiving holiday to win back previously paying customers.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9098\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/atk_reactivation.png\" alt=\"America's Test Kitchen reactivation email\" width=\"657\" height=\"2551\" \/><\/p>\r\n<p><em>America\u2019s Test Kitchen sends a Thanksgiving-themed reactivation email to past customers.<\/em><\/p>\r\n<p>Thanksgiving is the equivalent to the cooking Olympics for home chefs, so having recipes that are tested by culinary professionals is always a good idea. America\u2019s Test Kitchen knows their customer base\u2014and uses it to their advantage to win back past customers.<\/p>\r\n<p>But it doesn\u2019t even have to be paid subscribers. Take, for instance, this reactivation email sent from feedback software tool SurveyMonkey to inactive users.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9099\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/surveymonkey.png\" alt=\"SurveyMonkey reactivation email\" width=\"482\" height=\"725\" \/><\/p>\r\n<p><em>SurveyMonkey encourages inactive users to sign in with a reactivation email.<\/em><\/p>\r\n<p>SurveyMonkey uses this email to mention its new features and design to encourage inactive users to come back. However, the message is also time-sensitive\u2014if the user doesn\u2019t sign in soon, SurveyMonkey warns the user that their surveys will get deleted.<\/p>\r\n<h3>A Quick Recap on Reactivation &amp; Re-Engagement Campaigns<\/h3>\r\n<p>Reactivation emails are great for brands who have a limited time offer to notify their audience and previous customers about, but subscription businesses, in particular, have three potential categories of users to target:<\/p>\r\n<ol>\r\n\t<li>Free-to-trial<\/li>\r\n\t<li>Trial-to-paid<\/li>\r\n\t<li>Win-back cancellations<\/li>\r\n<\/ol>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to master these three categories and get creative with these advanced cross-channel tactics:<\/p>\r\n<ul>\r\n\t<li>Mobile push notifications<\/li>\r\n\t<li>Text messaging (SMS)<\/li>\r\n\t<li>Website pop-ups<\/li>\r\n<\/ul>\r\n<p>Now that you\u2019re an expert on building a successful reactivation campaign, what are you going to do to stand out from the crowd?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\"><img class=\"alignnone wp-image-9089 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_Unboxing-Reactivation_WP_Blog-CTA-Banner_620x240.png\" alt=\"Get the Guide: Unboxing Must-Have Marketing Campaigns: Reactivation &amp; Re-Engagement\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"3 Types of Reactivation Campaigns for Subscription Services","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-types-reactivation-campaigns-subscription-services","to_ping":"","pinged":"","post_modified":"2020-08-03 14:35:56","post_modified_gmt":"2020-08-03 21:35:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9087","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-types-reactivation-campaigns-subscription-services\/"},{"ID":9034,"post_author":"35","post_date":"2020-03-04 10:15:24","post_date_gmt":"2020-03-04 18:15:24","post_content":"<p>A tale as old as Amazon. Online shopping vs. traditional brick and mortar. It\u2019s no secret that general merchandise retailers have gone through some relative instability with the advent and meteoric rise of online shopping.\u00a0<\/p>\r\n<p>Decades-old companies have been forced to adapt to new shopping behaviors. In doing so, calls for the <a href=\"https:\/\/www.google.com\/search?q=retail+apocalypse&amp;oq=retail+apocal&amp;aqs=chrome.0.0j69i57j0l6.2319j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">retail apocalypse<\/a>\u2014and its subsequent <a href=\"https:\/\/www.google.com\/search?ei=GRZYXqr6IpTZ9AOyiJygDg&amp;q=is+the+retail+apocalypse+over&amp;oq=is+the+retail+apocalyse&amp;gs_l=psy-ab.3.0.0i13.9057.12656..13739...0.4..0.211.1998.21j1j1......0....1..gws-wiz.......0i71j0i273j0i131j0j0i67j0i22i30j0i22i10i30.-ybQc_z-DSg\" target=\"_blank\" rel=\"noopener noreferrer\">conclusion<\/a>\u2014come and go with regularity.\u00a0<\/p>\r\n<p>The fact of the matter is e-commerce sales are catching up to traditional retail sales. Online sales have nabbed a larger percentage of <a href=\"https:\/\/www.digitalcommerce360.com\/article\/us-ecommerce-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">total retail spending<\/a> every year since 2010, jumping from just 6.4% in 2010 to 16% of spending in 2019.\u00a0<\/p>\r\n<p>Perhaps most telling is the percentage share of growth each year. Total retail sales are growing each year, but the source of this growth is shifting. In 2019, online shopping accounted for 56.9% of <a href=\"https:\/\/www.digitalcommerce360.com\/article\/us-ecommerce-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">year-over-year growth<\/a>.<\/p>\r\n<p>We\u2019ve focused on the <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">top players<\/a> in retail before, so this time, we wanted to see how these shifting consumer behaviors are impacting businesses looking to carve out their own space with their own unique strategies.<\/p>\r\n<p>Enter <a href=\"https:\/\/www.wish.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wish<\/a> and <a href=\"https:\/\/www.kohls.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kohl\u2019s<\/a>.<\/p>\r\n<p>Representing online shopping, we have Wish, the third-largest U.S. <a href=\"https:\/\/www.forbes.com\/sites\/parmyolson\/2019\/03\/13\/meet-the-billionaire-who-defied-amazon-and-built-wish-the-worlds-most-downloaded-e-commerce-app\/#2e0b133570f5\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce marketplace by sales<\/a>. The company has made a name for itself in recent years for its ultra-cheap prices, <a href=\"https:\/\/www.vox.com\/the-goods\/2019\/6\/17\/18679107\/wish-shopping-app\" target=\"_blank\" rel=\"noopener noreferrer\">shopping mall search style<\/a>, and...<a href=\"https:\/\/www.facebook.com\/funnywishads\/\" target=\"_blank\" rel=\"noopener noreferrer\">eclectic<\/a> social media ads.<\/p>\r\n<p>And for the traditional brick and mortars, we have Kohl's, formerly the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Kohl%27s\" target=\"_blank\" rel=\"noopener noreferrer\">largest department store chain<\/a> in the United States. Kohl's made waves recently for <a href=\"https:\/\/www.businessinsider.com\/kohls-returns-amazon-how-to-2017-9\" target=\"_blank\" rel=\"noopener noreferrer\">partnering with Amazon<\/a> to allow customers to return Amazon packages at kiosks within Kohl's locations, thus driving foot traffic to Kohl's stores.<\/p>\r\n<p>Both of these retailers have thrived and survived, respectively, by tapping into the trend towards more <a href=\"https:\/\/www.emarketer.com\/content\/dollar-stores-continue-to-endure-the-retail-apocalypse-for-now\" target=\"_blank\" rel=\"noopener noreferrer\">affordable, accessible products<\/a>. These strategies have allowed Wish and Kohl's to set themselves apart from the pack. With that in mind, let's see if their marketing has the same effect.\u00a0<\/p>\r\n<h3>User Engagement Teardown: Wish vs. Kohl's<\/h3>\r\n<p>In our latest User Engagement Teardown, we take a look at two leading general merchandise retailers, Wish and Kohl\u2019s. We wanted to understand how each business adapted to user preferences and incentivized purchases through welcome, promotional and cart abandonment campaigns.\u00a0<\/p>\r\n<p>For this teardown, we focused our research on mobile-first interactions, starting with downloading the app and increasing our level of activity. We also favorited items, browsed items on mobile\u2014and desktop\u2014and abandoned shopping carts.\u00a0<\/p>\r\n<p>After analyzing the content of all mobile and email messages received during our three-week study, we identified what these organizations are doing well and what areas could use improvement.\u00a0<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<iframe src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/vMNRdjLufZVmX4\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> <\/iframe> \r\n\r\n<div style=\"margin-bottom:5px\"> <strong> <a href=\"\/\/www.slideshare.net\/Iterable\/general-merchandise-retailers-iterable-user-engagement-teardown\" title=\"General Merchandise Retailers \u2014 Iterable User Engagement Teardown\" target=\"_blank\" rel=\"noopener noreferrer\">General Merchandise Retailers \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong> <\/div>\r\n<p><em>Note: Wish and Kohl\u2019s are not Iterable customers.\u00a0<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon and Walmart<\/a>) on our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page.<\/p>","post_title":"Wish vs. Kohl's: Whose Marketing Motivates Shoppers?","post_excerpt":"In this User Engagement Teardown, we look at two leading general merchandise retailers, Wish and Kohl\u2019s, to see how they build customer relationships.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"wish-vs-kohls","to_ping":"","pinged":"","post_modified":"2020-03-04 11:03:39","post_modified_gmt":"2020-03-04 19:03:39","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=9034","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/wish-vs-kohls\/"},{"ID":8920,"post_author":"7","post_date":"2020-02-19 09:17:47","post_date_gmt":"2020-02-19 17:17:47","post_content":"<p>When I first interviewed at Iterable, I was drawn to the opportunity to have an impact on the brand of a hugely promising organization. What really sealed the deal, however, was the people. The talent and industriousness in everyone that I talked to was balanced with kindness, warmth and authenticity. It was clear that Iterable was a company where, truly, the sky was the limit.<\/p>\r\n<p>Today, more than a year later, I\u2019m more excited than ever to debut our new brand, which is a reflection of just how limitless Iterable\u2019s future truly is.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-8916\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/Iterable_Logo_01.gif\" alt=\"Animated Iterable logo\" width=\"600\" height=\"600\" \/><\/p>\r\n<h3>Why Rebrand, and Why Now?<\/h3>\r\n<p>As our CEO and co-founder <a href=\"\/blog\/iterable-unveils-new-logo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Justin explained<\/a>, Iterable needed a logo that reflected the true value of its product as succinctly as its name does. The business has matured in the seven years since its founding, and our brand needed to mature with us.<\/p>\r\n<p>Iterable\u2019s leaders have always held a strong, unwavering point-of-view on the marketing technology industry and how they conduct business within it. Our value proposition is well-defined and we are at the size and scale now that we can carry it with confidence.<\/p>\r\n<p>Any company can say that their look is \u201cnew and improved,\u201d but our audience of marketers can tell when a rebrand is genuine. That\u2019s why authenticity was so central to our design process, and here\u2019s why I believed that we succeeded.<\/p>\r\n<h3>How We Got Here<\/h3>\r\n<p>The first part of every design process is research. I interviewed dozens of employees, from all walks of life\u2014new hires and Iterable OGs, folks from every department, even a dedicated focus group with underrepresented and marginalized communities.<\/p>\r\n<p>The goal was to gain an understanding of what makes us tick\u2014not an aspirational version of our brand, but who we really are at heart.\u00a0<\/p>\r\n<p>Most of the questions I asked were qualitative in nature:<\/p>\r\n<ul>\r\n\t<li>If Iterable were an animal, what would it be? Why?<\/li>\r\n\t<li>What would be Iterable\u2019s theme song?<\/li>\r\n\t<li>Imagine Iterable as a person: What do they look like? What\u2019s on their Spotify playlist? What did they want to be when they grew up?<\/li>\r\n\t<li>Now imagine Iterable in 15 years: What\u2019s different?<\/li>\r\n<\/ul>\r\n<p>This research was illuminating and ultimately allowed us to measure Iterable\u2019s positioning on various dichotomies: where we ranked on the lines between exclusive and accessible, corporate and friendly, understated and bold.\u00a0<\/p>\r\n<p>The result? A thoughtful, well fleshed-out brand personality defined by five core attributes.<\/p>\r\n\r\n[caption id=\"attachment_8923\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-8923\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_Brand-Personality_600x400.png\" alt=\"Iterable's brand personality\" width=\"600\" height=\"400\" \/> <em>Iterable's 5 core attributes of its brand personality.<\/em>[\/caption]\r\n\r\n<h3>Iterable\u2019s Brand Personality<\/h3>\r\n<p>Unlike our <a href=\"\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">four corporate values<\/a> which help maintain Iterable\u2019s culture, personality attributes determine how Iterable would be characterized if it were a human being. They function like a north star, and help us express ourselves consistently and authentically.<\/p>\r\n<p>Condensing hours of research into a specific personality was as much an art as it was psychology. With too few traits, your personality is bland and undefined. Too many, and they become meaningless. We settled on five, but what\u2019s more important than the individual traits is how they balance one another:<\/p>\r\n<ul>\r\n\t<li><strong>Focused<\/strong>. We pursue ambitious goals, break conventional wisdom and are driven to get things right. We embrace challenges, take risks and are unwilling to compromise performance\u2014however, our outlook is decidedly positive, and we don\u2019t take ourselves too seriously.<\/li>\r\n\t<li><strong>Playful<\/strong>. Iterable enjoys finding pleasure in work. Light-spirited and unpretentious, we\u2019re attracted to puzzles, exploration and experiments. We\u2019re always asking \u201cWhat if?\u201d and \u201cWhat\u2019s next?\u201d<\/li>\r\n\t<li><strong>Humble<\/strong>. We are genuine, approachable and easy to talk to. We dislike pretense, and favor authentic connections over standing on ceremony. Our work ethic is intense and we take pride in our accomplishments, but ultimately we see ourselves as collaborators.<\/li>\r\n\t<li><strong>Upbeat<\/strong>. Optimistic and confident, we take pride in energizing and motivating others. A grounded, can-do attitude helps us cut a path forward despite long odds or obstacles.<\/li>\r\n\t<li><strong>Brilliant<\/strong>. Our teams place a high value on innovation and embody both analytical and intuitive decision-making. Rooted in humility, we prefer to demonstrate this in ways that make others look and feel smart, rather than tooting our own horn.<\/li>\r\n<\/ul>\r\n<p>How do these five brand personality attributes inform our design decisions? We make sure we express them in a manner that is well-crafted and unpretentious by using fresh layouts with a sense of movement; vibrant, saturated colors; and simple, precise use of content.<\/p>\r\n<h3>A Generative Approach<\/h3>\r\n<p>The conventional approach to designing a logo is to create a static image and use it in the exact same way with all forms of media. However, today\u2019s leading brands don\u2019t just design logos\u2014they build complete, seamless experiences across all points of engagement.<\/p>\r\n<p>A brand isn\u2019t expressed in a single image, but rather in the content you read, the events you host, and every other method of building deeper relationships with your customers. And when it comes to our customers, Iterable\u2019s logo does what its name suggests\u2014it iterates.<\/p>\r\n\r\n[caption id=\"attachment_8924\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-8924\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_Body_600x400.png\" alt=\"Iterable's logo constellations\" width=\"600\" height=\"400\" \/> <em>The generative approach to Iterable's new logo.<\/em>[\/caption]\r\n\r\n<p>The concept of a generative brand\u2014with a logo that dynamically changes according to its application\u2014isn\u2019t new, but it hasn\u2019t been widely adopted, because it goes against what most folks understand a logo to be. And it can be risky; if poorly implemented, the brand can look confusing and chaotic.<\/p>\r\n<p>But once again, the team impressed me with their ability to embrace non-traditional methods (if you\u2019re a designer and you\u2019re reading this, you know what a rare joy that is). The next step was to bring in the right people to help us pressure test and refine the concept. Our partners at <a href=\"https:\/\/teaksf.com\/\" target=\"_blank&quot;\" rel=\"noopener noreferrer\">Teak<\/a>, a creative agency based in San Francisco, brought a level of experience and insight that was absolutely crucial in bringing this brand to life.<\/p>\r\n<p>Their team was a perfect personality fit from the start, and they worked seamlessly with us at all stages of design development. They literally opened up their studio to me, and I\u2019m eternally grateful for the many brainstorms, working sessions and the limitless supply of pink Starbursts and LaCroix. Seriously, hire them!<\/p>\r\n<h3>The End Result<\/h3>\r\n<p>If you\u2019ve ever worked on a rebrand before, then you understand the tendency to imbue meaning into every aspect of a logo\u2019s construction. Our team can indeed provide a highly detailed rationale behind the colors we chose, what they represent, and why they\u2019re positioned as they are.<\/p>\r\n<p>Ultimately, however, the driving force behind all our collective decision-making comes down to who we are:<\/p>\r\n<ul>\r\n\t<li>The colors are upbeat and playful<\/li>\r\n\t<li>The generative format is witty and agile<\/li>\r\n\t<li>The wordmark is strong and industrious<\/li>\r\n<\/ul>\r\n<p>I couldn\u2019t be happier with what our team has accomplished with this new brand, because I believe unreservedly that it is an honest and true reflection of the people and values that make up Iterable\u2019s culture. Design trends will come and go, but this logo is a faithful portrait of who Iterable is\u2014and I couldn\u2019t be more proud to have been a part of it.<\/p>\r\n<p><em>If you think our new logo is cool, wait until you see the <a href=\"\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable platform<\/a><\/em>.<\/p>","post_title":"Design Deep-Dive: The Art &amp; Science of Iterable\u2019s New Logo","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"design-deep-dive-new-logo","to_ping":"","pinged":"","post_modified":"2020-05-12 15:37:23","post_modified_gmt":"2020-05-12 22:37:23","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=8920","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/design-deep-dive-new-logo\/"},{"ID":8913,"post_author":"7","post_date":"2020-02-19 09:17:04","post_date_gmt":"2020-02-19 17:17:04","post_content":"<p>Since my co-founder Andrew and I conceptualized the name of the company seven years ago, Iterable has always stood for iteration. We fundamentally believe that true growth marketing requires a mind toward continuous improvement, as well as technology that offers agility needed to experiment and move quickly.<\/p>\r\n<p>Our original logo, which we bought for $300 via 99designs (<a href=\"https:\/\/iterable.com\/blog\/99designs-eye-catching-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">who\u2019s now a customer<\/a>), was an accurate depiction of this belief in our startup days: three envelopes to represent messaging channels and a circular arrow to represent iteration and growth.<\/p>\r\n\r\n[caption id=\"attachment_8914\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-8914\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Iterable-Unveils-New-Logo_Old-vs-New_600x400.png\" alt=\"Iterable's old and new logos\" width=\"600\" height=\"400\" \/> <em>Iterable's logo through the ages<\/em>[\/caption]\r\n\r\n<p>As Iterable\u2019s initial vision became a reality thanks to our wonderful customers, employees, partners and investors, we realized that our brand needed an iterative leap to represent Iterable\u2019s shift into a sustainable company that embodies our values of trust, growth mindset, humility and balance.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-8916\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/Iterable_Logo_01.gif\" alt=\"Animated Iterable logo\" width=\"600\" height=\"600\" \/><\/p>\r\n<p>Our new logo is now just as iterative as our name. It dynamically changes across its applications, with nodes and connections that emulate the flexibility, potential, and creativity unlocked by the Iterable platform.<\/p>\r\n<p>Each of the four nodes represents one of our four company values, with special consideration on the colors and positioning in our diamond-shaped lockup:<\/p>\r\n<ul>\r\n\t<li><strong>Green<\/strong>, which demonstrates how <strong>Balance<\/strong> is the foundation of our culture<\/li>\r\n\t<li><strong>Red<\/strong>, to depict how our team\u2019s <strong>Growth Mindset<\/strong> pushes us forward<\/li>\r\n\t<li><strong>Blue<\/strong>, to represent the <strong>Trust<\/strong> we build with our customers<\/li>\r\n\t<li><strong>Purple<\/strong>, as a reminder that <strong>Humility<\/strong> is what makes us real leaders<\/li>\r\n<\/ul>\r\n<p>The shapes that these nodes make will be ever-changing, but our values will always be present regardless of their form.<\/p>\r\n<p>The marketing technology industry is approximately <a href=\"https:\/\/chiefmartec.com\/2019\/10\/martech-now-121-5-billion-market-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">$121.5 billion<\/a>\u2014one of the largest markets in the tech world\u2014but it\u2019s overwhelmingly crowded with point solution offerings, making it overly complex for marketing practitioners and executives to make decisions and achieve their growth outcomes. Iterable has a mission to simplify our own experience and with this new brand, we are bringing clarity and focus to the market.<\/p>\r\n<p>I\u2019m proud of all the work our team has done to bring this brand to life, and I\u2019m so excited for what\u2019s next for us. To learn more about the art and science of our new logo, <a href=\"\/blog\/design-deep-dive-new-logo\/\" target=\"_blank\" rel=\"noopener noreferrer\">check out this design deep-dive<\/a>.<\/p>\r\n<p><em>And if you think our new logo is cool, then wait until you see the <a href=\"\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable platform<\/a>.<\/em><\/p>","post_title":"Iterable Unveils New Logo That\u2019s Just as Iterative as Its Name","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-unveils-new-logo","to_ping":"","pinged":"","post_modified":"2020-02-19 09:17:04","post_modified_gmt":"2020-02-19 17:17:04","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=8913","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/iterable-unveils-new-logo\/"},{"ID":8528,"post_author":"26","post_date":"2020-01-23 16:29:15","post_date_gmt":"2020-01-24 00:29:15","post_content":"<p><strong>Google Product Manager Jon Harmer<\/strong> joins us for a very special webinar covering one of the hottest topics around \u2013 AMP for Email and the future of email.<\/p>\r\n<p>Whether you're already coding AMP emails or just curious to know what all the hype is about, you won't want to miss this opportunity to dive into Jon's world, gain perspective of what's possible today, and get ahead of the curve.<\/p>\r\n<p>There is also plenty of space for answering questions as they pertain to Gmail, AMP for Email, and what lies ahead for email marketers.<\/p>\r\n<p><strong>Expect to come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>A look at the challenges and opportunities with AMP for Email<\/li>\r\n\t<li>A collection of amazing examples of AMP for Email in action\u00a0<\/li>\r\n\t<li>FAQ on Google's relationship with email marketing<\/li>\r\n<\/ul>","post_title":"AMP for Email: Use Cases &amp; Considerations for Every Brand (Even Yours!)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"amp-use-cases-and-considerations-for-every-brand","to_ping":"","pinged":"","post_modified":"2020-02-26 13:44:04","post_modified_gmt":"2020-02-26 21:44:04","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=8528","menu_order":20,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/"},{"ID":8488,"post_author":"7","post_date":"2020-01-15 08:57:26","post_date_gmt":"2020-01-15 16:57:26","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/3-essential-ingredients-survey-feedback-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at customer milestone campaigns.<\/em><\/p>\r\n<p>It's a <a href=\"http:\/\/www.marketingprofs.com\/charts\/2010\/3751\/birthday-anniversary-emails-generate-more-revenue\" target=\"_blank\" rel=\"noopener noreferrer\">well-documented fact<\/a>: Brands that send personalized birthday and anniversary emails generate more revenue than brands that only focus on mass-produced mailings.<\/p>\r\n<p>However, this comes with a caveat: The research is over ten years old.<\/p>\r\n<p>Ten years ago, there wasn't the <a href=\"https:\/\/iterable.com\/blog\/the-4-pieces-of-the-personalization-puzzle\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization technology<\/a> that we have today. In 2020, consumers expect more\u2014meaning brands have to do more than send a celebratory message once a year to get the attention, revenue and loyalty they're looking for.<\/p>\r\n<p>That's why for this edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>, we're going to dive into a topic that brand marketers could use a new perspective on: customer milestones.<\/p>\r\n<p>Read on to understand why customer milestones need to go beyond birthdays and anniversaries, and learn the three essential ingredients you need to build a stellar milestone campaign.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to gain access to even more advanced, cross-channel tactics to give your messaging extra oomph.<\/p>\r\n<h3>Why Brands Need to Do More Than Send a Birthday Message<\/h3>\r\n<p>Before we dive in, we want to define how we think about customer milestones at Iterable.<\/p>\r\n<p>A customer milestone is an event that celebrates the customer\u2019s progress towards a goal they\u2019ve set for themselves.<\/p>\r\n<p>So <strong>birthdays<\/strong> celebrate a customer\u2019s progress towards living another year.<\/p>\r\n<p>And <strong>anniversaries<\/strong> celebrate an additional year of a customer\u2019s patronage with a brand.<\/p>\r\n<p>However, <strong>birthdays and anniversaries only happen once a year<\/strong>. If marketers are only interacting with customers on their birthday or anniversary without any other personalized communications in the remaining 364 days, they probably aren\u2019t getting the ROI they\u2019re looking for.<\/p>\r\n<p>In fact, brands can go further with milestones to get a customer\u2019s attention. But how?<\/p>\r\n<h3>How Identity Relates to Customer Milestones<\/h3>\r\n<p>If brands want to get the ROI they desire with a milestone campaign, they have to understand the basics of how individuals form their identity.<\/p>\r\n<p>Identity, <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/science-choice\/201412\/basics-identity\" target=\"_blank\" rel=\"noopener noreferrer\">according to psychologist Shahram Heshmat<\/a>, \u201crelates to [an individual\u2019s] basic values that dictate the choices we make [...] these choices reflect who we are and what we value.\u201d<\/p>\r\n<p>An identity changes throughout an individual\u2019s lifetime, so while it might seem like a great idea to blast your list with a once-a-year birthday message, the individual might have already moved on from your brand, which can send your milestone email straight into the trash.<\/p>\r\n<p>However, there\u2019s an opportunity here. In addition to birthdays and anniversaries, there are two types of customer milestones that can be celebrated.<\/p>\r\n<h4>1. Through a loyalty or rewards program\u2028<\/h4>\r\n<p>One way brands can celebrate customer milestones is through a loyalty or rewards program<\/p>\r\n<p>For instance, hotel chain Marriott already offers a loyalty program to frequent travelers. \u201cLevels\u201d are assigned based on an individual customer\u2019s spending activity and the \u201cmilestone\u201d is when a new level is reached.<\/p>\r\n\r\n[caption id=\"attachment_8504\" align=\"alignnone\" width=\"724\"]<img class=\"wp-image-8504 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/marriot-2.png\" alt=\"Marriott milestone campaign\" width=\"724\" height=\"2360\" \/> <em>An email from hotel chain Marriott notifying a customer on their achievement of Platinum Elite.<\/em>[\/caption]\r\n\r\n<p>Celebrating this milestone accomplishes a few things:<\/p>\r\n<ul>\r\n\t<li>Affirms a customer\u2019s elite status as it relates to Marriott<\/li>\r\n\t<li>Makes the customer feel good about their achievement<\/li>\r\n\t<li>Informs them of the new perks they receive as a result of their loyalty<\/li>\r\n<\/ul>\r\n<h4>2. Activity tracking\u2028<\/h4>\r\n<p>Another way brands can celebrate customer milestones is by compiling what a customer did over the course of a year.<\/p>\r\n<p>So, for example, music streaming application Spotify analyzes each individual profile\u2019s listening habits for trends over the course of the year and creates new playlists for them.<\/p>\r\n\r\n[caption id=\"attachment_8492\" align=\"alignnone\" width=\"480\"]<img class=\"wp-image-8492 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-2-Spotify.png\" alt=\"Spotify 2019, Wrapped campaign\" width=\"480\" height=\"688\" \/> <em>A milestone email from Spotify detailing a listener\u2019s top songs of 2019.<\/em>[\/caption]\r\n\r\n<p>The type of music someone listens to is incredibly personal, so this milestone email affirms the listener\u2019s taste in music, alerts the listener that there are customized playlists in their library, and (hopefully) gets them to continue streaming music.<\/p>\r\n<p>Now that we have a few more examples of how brands can celebrate customer milestones beyond the birthday and anniversary, let\u2019s break down the three essential ingredients a marketer needs to have before they build a milestone campaign.<\/p>\r\n<h3>3 Essential Ingredients You Need to Build a Milestone Campaign<\/h3>\r\n<h4>1. A milestone to celebrate\u2028<\/h4>\r\n<p>To build a milestone campaign, brands need to know exactly what customers like to celebrate.<\/p>\r\n<p>Luckily, you have lots of options to choose from.<\/p>\r\n<p>Most people enjoy their birthday, so it\u2019s not too much of a stretch to send them an offer as a birthday gift, like this email from a Seattle-based improv comedy group.<\/p>\r\n\r\n[caption id=\"attachment_8493\" align=\"alignnone\" width=\"613\"]<img class=\"size-full wp-image-8493\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-3-Improv.png\" alt=\"Jet City Improv birthday email\" width=\"613\" height=\"774\" \/> <em>A Seattle-based improv group offers email subscribers a free ticket during their birthday month.<\/em>[\/caption]\r\n\r\n<p>But it doesn\u2019t even have to be the customer\u2019s birthday. It could be that a business milestone was reached, like this 5-year company \u201cbirthday\u201d email from temporary tattoo retailer Tattly.<\/p>\r\n\r\n[caption id=\"attachment_8494\" align=\"alignnone\" width=\"673\"]<img class=\"size-full wp-image-8494\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-4-Tattly.png\" alt=\"Tattly birthday sale email\" width=\"673\" height=\"515\" \/> <em>Tattly tempts their email subscribers with a 50% company birthday sale.<\/em>[\/caption]\r\n\r\n<p>But if your brand chooses to track an activity, like <a href=\"https:\/\/zapier.com\/platform\/partner-program#benefits\" target=\"_blank\" rel=\"noopener noreferrer\">software app Zapier does for their partner program<\/a>, you\u2019ll have to establish what the \u201clevels\u201d look like\u2014and decide what information to add or omit in your milestone email.<\/p>\r\n\r\n[caption id=\"attachment_8495\" align=\"alignnone\" width=\"1023\"]<img class=\"wp-image-8495 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-5-Zapier.png\" alt=\"Zapier partner milestone campaign\" width=\"1023\" height=\"2280\" \/> <em>A quarterly milestone email from Zapier\u2019s Partner Program.<\/em>[\/caption]\r\n\r\n<p>Once you choose the milestone your brand wants to focus on, you need to make sure you have the right data in place to support it.<\/p>\r\n<h4>2. Data to support that milestone\u2028<\/h4>\r\n<p>Next, <a href=\"https:\/\/iterable.com\/blog\/ethical-personalization-towerdata\/\" target=\"_blank\" rel=\"noopener noreferrer\">brands need data<\/a> to support celebrating that milestone.<\/p>\r\n<p>While it may be enough for an individual to use Facebook or Google Calendar to manage their contact\u2019s birthdays, brands can have up to hundreds of millions of contacts in their databases.<\/p>\r\n<p>Meaning? They have to get really good at automating some of their messaging; otherwise, email teams would be swamped with sending birthday cards all the time.<\/p>\r\n<p>To do this, <strong>brands have to collect and store relevant customer data<\/strong>. They can do it through one of two ways: <strong>voluntarily or through tracking user behavior<\/strong>.<\/p>\r\n<p>An example of voluntary data is when brands offer birthday gifts in exchange for customer information, like this pop-up form and birthday email used by retailer Madewell.<\/p>\r\n\r\n[caption id=\"attachment_8496\" align=\"alignnone\" width=\"1302\"]<img class=\"size-full wp-image-8496\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-6-Madewell-Form.png\" alt=\"Madewell birthday sign-up form\" width=\"1302\" height=\"1320\" \/> <em>Once Madewell.com visitors sign up with an email address and password, users are sent to an account settings page to insert their birth month and day.<\/em>[\/caption] [caption id=\"attachment_8497\" align=\"alignnone\" width=\"588\"]<img class=\"wp-image-8497 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-7-Madewell-Email.png\" alt=\"Madewell birthday email\" width=\"588\" height=\"1172\" \/> <em>A birthday email from retailer Madewell.<\/em>[\/caption]\r\n\r\n<p>Alternatively, brands can collect data on a customer by looking at what they purchased or did on a website or app and generate a milestone that way.<\/p>\r\n<p>For example, the New York Times collects data on what subscribers read and click in order to generate the following anniversary email.<\/p>\r\n\r\n[caption id=\"attachment_8498\" align=\"alignnone\" width=\"791\"]<img class=\"wp-image-8498 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-8-NYT.png\" alt=\"New York Times anniversary email\" width=\"791\" height=\"1443\" \/> <em>The New York Times sends an anniversary milestone email to each of their subscribers detailing what they read over the year.<\/em>[\/caption]\r\n\r\n<p>Brands can\u2019t run a milestone campaign like Madewell\u2019s or the New York Times\u2019s without accurate data. If you\u2019re a marketer considering one for your brand, take the time to understand what sources of data you have access to before embarking on the email design process.<\/p>\r\n<h3>3. A relevant offer\u2028<\/h3>\r\n<p>Wishing someone well on a milestone is a nice touch, but the best brands always include a gift for the customer on their special day.<\/p>\r\n<p>However, this can backfire if the offer isn\u2019t personalized for the individual\u2019s preferences.<\/p>\r\n<p>Luckily, <a href=\"https:\/\/www.amazon.com\/Pre-Suasion-Revolutionary-Way-Influence-Persuade\/dp\/1501109804\" target=\"_blank\" rel=\"noopener noreferrer\">psychology researcher Robert Cialdini has the solution<\/a>. For maximum impact, gifts should be:<\/p>\r\n<ol>\r\n\t<li><strong>Meaningful and unexpected<\/strong>\u2014as in, there needs to be an element of surprise. A good example is when a waiter at a restaurant brings out free dessert after dinner. It\u2019s a nice gesture to the customer (and most likely will result in a higher tip for the waiter).<\/li>\r\n\t<li><strong>Customized<\/strong>\u2014as in, the benefit is based on their environment, likes and dislikes. So for instance, if someone buys their employee a Starbucks gift card and that employee doesn\u2019t drink coffee, the gift suddenly loses its meaning.<\/li>\r\n<\/ol>\r\n<p>One brand that meets these two criteria is BarkBox, who celebrates their canine customers\u2019 birthday or adoption day with a fun email (and an offer to add a special treat to the regularly scheduled subscription box).<\/p>\r\n\r\n[caption id=\"attachment_8499\" align=\"alignnone\" width=\"1124\"]<img class=\"size-full wp-image-8499\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-9-BarkBox-Form.png\" alt=\"BarkBox birthday sign-up form\" width=\"1124\" height=\"590\" \/> <em>When customers sign up for BarkBox, the intake form asks for their dog\u2019s birthday or adoption day.<\/em>[\/caption] [caption id=\"attachment_8500\" align=\"alignnone\" width=\"680\"]<img class=\"size-full wp-image-8500\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-10-BarkBox-Email.png\" alt=\"BarkBox birthday email\" width=\"680\" height=\"2716\" \/> <em>BarkBox sends emails to customers on their dog's birthday or adoption day with a special add-on offer.<\/em>[\/caption]\r\n\r\n<p>Another brand that gives a relevant offer is cosmetics retailer Sephora. If customers are part of their Beauty Insider loyalty program, they get to add a free birthday gift to their next purchase and receive recommendations for additional products based on their astrology sign.<\/p>\r\n<p><img class=\"alignnone wp-image-8501 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-11-Sephora-1.png\" alt=\"Sephora birthday campaign\" width=\"750\" height=\"1334\" \/><\/p>\r\n\r\n[caption id=\"attachment_8502\" align=\"alignnone\" width=\"750\"]<img class=\"size-full wp-image-8502\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-11-Sephora-2.jpg\" alt=\"Sephora birthday campaign\" width=\"750\" height=\"1334\" \/> <em>Sephora\u2019s birthday email to members of their Beauty Insider loyalty program.<\/em>[\/caption]\r\n\r\n<p>Sephora is well-known in the beauty industry for its <a href=\"https:\/\/www.sephora.com\/beauty\/returns-exchanges#Returns\" target=\"_blank\" rel=\"noopener noreferrer\">generous return policy<\/a>, so offering a cosmetics mini-set as a birthday gift helps Sephora advertise new products\u2014and allows its loyal clientele to try new products before they purchase larger versions.<\/p>\r\n<p>Once you've chosen a milestone, collected the data and nailed down the offer, you're all set to build a customer milestone campaign!<\/p>\r\n<h3>A Quick Recap on Customer Milestone Campaigns<\/h3>\r\n<p>Regardless of what your brand chooses for a milestone, remember these two things:\u00a0<\/p>\r\n<ol>\r\n\t<li>It\u2019s important to celebrate your customers\u2019 victories throughout the year\u2014not just during a birthday or anniversary.\u2028<\/li>\r\n\t<li>The most effective milestones are the ones that affirm a customer\u2019s identity\u2028<\/li>\r\n<\/ol>\r\n<p>If you\u2019re just getting started with milestone campaigns, remember that you need these three essential ingredients for the best results:\u00a0<\/p>\r\n<ul>\r\n\t<li>A milestone to celebrate\u2028<\/li>\r\n\t<li>Data to support that milestone\u2028<\/li>\r\n\t<li>A relevant offer\u2028<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to master these essentials and get creative with advanced cross-channel tactics. Inside, you'll learn how to use SMS, mobile push notifications, in-app messaging and social retargeting to enhance your campaign.<\/p>\r\n<p>Now that you\u2019re an expert on how to build a customer milestone campaign, what are you going to do to stand out from the crowd?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\"><img class=\"alignnone size-full wp-image-8489\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-CTA-Banner_620x240-1.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Customer Milestones\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Customer Milestone Campaigns: Why Birthday Emails Are Not Enough","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-milestone-campaigns","to_ping":"","pinged":"","post_modified":"2020-08-03 14:36:09","post_modified_gmt":"2020-08-03 21:36:09","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=8488","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/customer-milestone-campaigns\/"},{"ID":8461,"post_author":"26","post_date":"2020-01-13 11:02:31","post_date_gmt":"2020-01-13 19:02:31","post_content":"<p><strong>Episode 2: \u201cRe-Architecting Growth\u201d\u2028<br \/>\r\n<\/strong><strong>January 22, 2020<br \/>\r\n<\/strong><br \/>\r\nIn the second episode of our marketing leadership series, \u201cInside the Growth Mindset,\u201d Jeff Samuels sits down with Yoni Tamler, Director of Marketing Operations at LinkedIn. Jeff and Yoni's illuminating conversation is highlighted by pertinent topics like personalization, CCPA, and what it means to prepare for and manage a trove of user data in the age of privacy regulation.\u00a0<\/p>","post_title":"Inside the Growth Mindset","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"inside-the-growth-mindset-linkedin","to_ping":"","pinged":"","post_modified":"2020-04-14 20:57:52","post_modified_gmt":"2020-04-15 03:57:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?page_id=8461","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/inside-the-growth-mindset-linkedin\/"},{"ID":8450,"post_author":"35","post_date":"2020-01-08 11:35:20","post_date_gmt":"2020-01-08 19:35:20","post_content":"<p>The perception of <a href=\"https:\/\/www.specialtyfood.com\/news\/article\/consumer-perceptions-continue-shape-health-food\/\" target=\"_blank\" rel=\"noopener noreferrer\">healthy eating<\/a> has certainly changed in the past few years: From the popularity of the <a href=\"https:\/\/www.cnn.com\/2020\/01\/05\/health\/keto-diet-day-wellness\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">keto diet<\/a> to <a href=\"https:\/\/www.entrepreneur.com\/article\/344634\" target=\"_blank\" rel=\"noopener noreferrer\">intermittent fasting<\/a> to something called \u201c<a href=\"https:\/\/www.eatthis.com\/craziest-food-trends-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">cheese tea<\/a>,\u201d there has been a recent influx of food fads and trends for health-conscious consumers to try.<\/p>\r\n<p>Yet, despite it all, fast food sales have remained <a href=\"https:\/\/www.barrons.com\/articles\/mcdonalds-fast-food-companies-2020-51576620461\" target=\"_blank\" rel=\"noopener noreferrer\">steady<\/a>. People continue to love the taste, convenience and price point of fast food, but the success of leading restaurants is also due in part to their culinary innovations and brand creativity.<\/p>\r\n<p>Thanks to increased consumer interest in meatless options, many chains have added <a href=\"https:\/\/www.marketwatch.com\/story\/meatless-fast-food-burgers-probably-arent-any-healthier-but-theyre-definitely-more-expensive-2019-06-12?mod=article_inline\" target=\"_blank\" rel=\"noopener noreferrer\">plant-based items<\/a> to their menus. These alternative proteins are catching the eyes of everyone from longtime vegetarians to folks curious to taste something new.<\/p>\r\n<p>The conversation surrounding these popular brands, however, goes beyond food entirely:<\/p>\r\n<ul>\r\n\t<li>McDonald's prioritized speed and convenience with its plan to expand <a href=\"https:\/\/www.inc.com\/associated-press\/mcdonalds-table-service.html\" target=\"_blank\" rel=\"noopener noreferrer\">self-service kiosks and table service<\/a>.<\/li>\r\n\t<li>Taco Bell started <a href=\"https:\/\/www.livingmas.com\/cantina\" target=\"_blank\" rel=\"noopener noreferrer\">selling alcohol<\/a> at select cantina locations a few years ago and opened their own <a href=\"https:\/\/www.tacobell.com\/the-bell-hotel\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">pop-up hotel<\/a> in Palm Springs last summer.<\/li>\r\n\t<li>Domino's Pizza improved their customer experience by offering <a href=\"https:\/\/adage.com\/creativity\/work\/text-ordering-emojis\/42287\" target=\"_blank\" rel=\"noopener noreferrer\">emoji ordering<\/a> and even <a href=\"https:\/\/www.pavingforpizza.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">filling in potholes<\/a> across America.<\/li>\r\n<\/ul>\r\n<p>Speaking of conversations, social media became a hotspot for fast food restaurants to build a relatable brand, skewing towards <a href=\"https:\/\/www.prdaily.com\/4-savvy-social-media-marketing-lessons-from-ihop-burger-king-and-more\/\" target=\"_blank\" rel=\"noopener noreferrer\">sass and mock pettiness<\/a> to foster a relatable online identity. No one achieved this quite as successfully as Popeye's did in starting the <a href=\"https:\/\/www.thrillist.com\/news\/nation\/popeyes-vs-chick-fil-a-chicken-sandwich-wendys-chains-twitter\" target=\"_blank\" rel=\"noopener noreferrer\">Great Chicken Sandwich War of 2019<\/a>.\u00a0<\/p>\r\n<p>This social media savvy and relatability brings in a trend that many marketers are striving for in 2020 and beyond: <a href=\"https:\/\/www.brandingmag.com\/2018\/06\/28\/transparency-the-emerging-brand-paradigm\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand transparency<\/a>. There is no longer an emotionless wall between companies and consumers, because we all want to be <a href=\"https:\/\/sproutsocial.com\/insights\/data\/social-media-connection\/\" target=\"_blank\" rel=\"noopener noreferrer\">spoken to like people<\/a>, not transactions.<\/p>\r\n<p>And so, with that in mind, we decided to examine how top fast food restaurants are marketing to their customers and if their email and mobile programs can keep up with their social media dominance.<\/p>\r\n<h3>User Engagement Teardown: Fast Food<\/h3>\r\n<p>In our latest User Engagement Teardown, we took a look at four leading U.S.-based fast food chains: McDonald\u2019s, Chick-fil-A, Taco Bell, and Domino\u2019s Pizza. We wanted to understand how each business adapted to user preferences and incentivized orders through welcome campaigns and promotions.<\/p>\r\n<p>For our research, we registered for an account with each brand and increased our level of activity. We completed our profiles, downloaded their mobile apps, shared our location, and abandoned shopping carts before finally making our purchases.<\/p>\r\n<p>After analyzing the content of all email and mobile messages received during our two-week study, we identified what these organizations are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/NEOsCaBoWS1GVy\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Fast Food Restaurants \u2014 Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/fast-food-restaurants-iterable-user-engagement-teardown-217308718\" target=\"_blank\" rel=\"noopener noreferrer\">Fast Food Restaurants \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p><em>Note: McDonald\u2019s, Chick-fil-A, Taco Bell and Domino\u2019s Pizza are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at leading <a href=\"https:\/\/iterable.com\/blog\/casual-dining-restaurant-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">casual dining restaurants<\/a> and <a href=\"https:\/\/iterable.com\/blog\/top-us-broadcast-news-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. broadcast news<\/a>) on our Resources page.<\/p>","post_title":"Fast Food Restaurants: Who Serves the Best Marketing Combo Meal?","post_excerpt":"We recently studied the cross-channel marketing of leading fast food restaurants to see which program prompts a high-value order. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"fast-food-teardown","to_ping":"","pinged":"","post_modified":"2020-01-08 16:57:27","post_modified_gmt":"2020-01-09 00:57:27","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=8450","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/fast-food-teardown\/"},{"ID":8408,"post_author":"26","post_date":"2020-01-02 10:34:52","post_date_gmt":"2020-01-02 18:34:52","post_content":"<p>Pop the bubbly! It's 2020! What are you doing to level up your email marketing maturity for the year \u2013 <em>and decade<\/em> \u2013 ahead? Tune in to hear from two industry pundits and weigh in with your own perspective as we explore the resolutions you should make and break here in the '20s.<br \/>\r\n<br \/>\r\nIn this session, we dive into:<\/p>\r\n<ul>\r\n\t<li>The biggest trends of the last decade driving email marketing forward<\/li>\r\n\t<li>A calendar outlining the biggest opportunities you should take advantage of in 2020<\/li>\r\n\t<li>The hot-or-not innovations for the new decade<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Email Resolutions for 2020 and the Decade Ahead","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-resolutions-for-2020-and-the-decade-ahead","to_ping":"","pinged":"","post_modified":"2020-02-19 09:55:52","post_modified_gmt":"2020-02-19 17:55:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=8408","menu_order":21,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/email-resolutions-for-2020-and-the-decade-ahead\/"},{"ID":8155,"post_author":"35","post_date":"2019-11-21 08:18:21","post_date_gmt":"2019-11-21 16:18:21","post_content":"<p>Millennials have been accused of killing many industries. <a href=\"http:\/\/www.thedailybeast.com\/why-have-millennials-fallen-out-of-love-with-diamonds\" target=\"_blank\" rel=\"noopener noreferrer\">Diamonds<\/a>. <a href=\"https:\/\/www.businessinsider.com\/millennials-are-killing-beer-2017-7\" target=\"_blank\" rel=\"noopener noreferrer\">Beer<\/a>. <a href=\"https:\/\/metro.co.uk\/2017\/02\/28\/now-millennials-are-killing-marmalade-6478579\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marmalade<\/a>. Even concepts like <a href=\"https:\/\/extranewsfeed.com\/millennials-are-killing-consumerism-but-it-comes-with-a-cost-c6773b872763\" target=\"_blank\" rel=\"noopener noreferrer\">consumerism<\/a> and countries (RIP <a href=\"https:\/\/medium.com\/thingsthatmatterblog\/millennials-are-killing-america-part-one-81c802bd8437\" target=\"_blank\" rel=\"noopener noreferrer\">America<\/a>). But one of the constants on these lists of millennial destruction: casual dining restaurants.<\/p>\r\n<p>The fact of the matter is casual restaurants just aren\u2019t getting the same traffic they used to and millennials are (at least in part) to blame. The percentage of millennials who visit restaurants multiple times a week has dropped from <a href=\"https:\/\/www.restaurantbusinessonline.com\/financing\/why-restaurant-traffic-falling-blame-millennials\" target=\"_blank\" rel=\"noopener noreferrer\">59% to 55%<\/a>, and that\u2019s just in the past year.\u00a0<\/p>\r\n<p>It\u2019s why some chains have taken <a href=\"https:\/\/www.restaurantbusinessonline.com\/financing\/why-restaurant-traffic-falling-blame-millennials\" target=\"_blank\" rel=\"noopener noreferrer\">drastic measures<\/a> just to get butts in seats. So what can these restaurants do to attract such a finicky generation (in addition to the remainder of the population)?<\/p>\r\n<p>Technology is a great way to start <a href=\"https:\/\/www.thebalancesmb.com\/millennial-restaurant-dining-trends-2888291\" target=\"_blank\" rel=\"noopener noreferrer\">making inroads<\/a> with younger generations and casual dining establishments have made strides in this department. Different technological advancements have made their way into the restaurants. Olive Garden, for example, provides tablets at certain locations to make the ordering and bill pay process more efficient.\u00a0\u00a0<\/p>\r\n<p>Effective growth marketing for casual dining has, thus far, lagged behind in adopting modern technologies. Personalization is the key to generating loyalty. If a brand is able to mirror a <a href=\"https:\/\/martechtoday.com\/marketing-to-millennials-its-about-loyalty-and-personalization-230040\" target=\"_blank\" rel=\"noopener noreferrer\">person\u2019s values<\/a> while driving a one-to-one conversation, the chances of retention increase drastically.\u00a0<\/p>\r\n<p>With that in mind, we wanted to see how three leaders in the casual dining space are faring in building personal relationships with their customers.<\/p>\r\n<h3>User Engagement Teardown: Casual Dining Restaurants<\/h3>\r\n<p>In our latest teardown, we take a look at three leading casual dining restaurants: <a href=\"https:\/\/www.tgifridays.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">TGI Fridays<\/a>, <a href=\"https:\/\/www.olivegarden.com\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Olive Garden<\/a>, and <a href=\"https:\/\/www.chilis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Chili\u2019s Grill &amp; Bar<\/a>. We wanted to understand how each restaurant personalized the user experience and incentivized transactions.\u00a0<\/p>\r\n<p>Our research consisted of subscribing to each restaurant\u2019s communications for a two-week span in September 2019.\u00a0\u00a0<\/p>\r\n<p>During these two weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, opted into SMS, shared our location, and abandoned online orders.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.<\/p>\r\n<p>(If you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/fI3FAl5B0egtRz\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Casual Dining Restaurants - Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/casual-dining-restaurants-iterable-user-engagement-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">Casual Dining Restaurants - Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p>Note: TGI Fridays, Olive Garden, and Chili\u2019s Grill &amp; Bar are not Iterable customers.<\/p>\r\n<p>You can also see our past comparative teardowns (including a look at <a href=\"https:\/\/iterable.com\/blog\/top-us-broadcast-news-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. Broadcast News<\/a> and <a href=\"https:\/\/iterable.com\/blog\/top-uk-retailers\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.K. Retailers<\/a>) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page.<\/p>","post_title":"Casual Dining Restaurants: Whose Marketing Menu Is Most Appealing?","post_excerpt":"We recently studied the cross-channel marketing of leading casual dining restaurants to see whose messaging inspires an order.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"casual-dining-restaurant-teardown","to_ping":"","pinged":"","post_modified":"2020-01-08 11:56:38","post_modified_gmt":"2020-01-08 19:56:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=8155","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/casual-dining-restaurant-teardown\/"},{"ID":8079,"post_author":"26","post_date":"2019-11-19 14:42:21","post_date_gmt":"2019-11-19 22:42:21","post_content":"<p>Iterable &amp; Really Good Emails are teaming up to close out 2019 with an interactive webinar extravaganza.<\/p>\r\n<p>Join us as Jen &amp; Matt unveil the winners of their unofficial, unconventional awards for the year\u2019s most unforgettable emails. Warmest welcome email? Check. Most magnificent Shark Week-themed email? We\u2019ll have an award for that, too.<\/p>\r\n<p>So whether you\u2019re looking for inspiration or information, this is a webinar you won\u2019t want to miss.<\/p>\r\n<ul>\r\n\t<li>Best-in-class examples of a dozen or so categories of emails<\/li>\r\n\t<li>Expert advice and tips for creating beautiful emails that engage and convert<\/li>\r\n\t<li>Inspiration for your 2020 email campaigns<\/li>\r\n<\/ul>","post_title":"Top 10 Most Unforgettable Emails of 2019","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-most-unforgettable-emails-of-2019","to_ping":"","pinged":"","post_modified":"2020-02-19 09:56:44","post_modified_gmt":"2020-02-19 17:56:44","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=8079","menu_order":24,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/top-10-most-unforgettable-emails-of-2019\/"},{"ID":8108,"post_author":"7","post_date":"2019-11-14 08:35:21","post_date_gmt":"2019-11-14 16:35:21","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/successful-referral-program\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at survey and feedback campaigns.<\/em><\/p>\r\n<p class=\"p1\">When marketers are asked to provide feedback or take a survey via email, many of us feel compelled to do it.<\/p>\r\n<p class=\"p1\">Why?<\/p>\r\n<p class=\"p1\">Because we've been on the other end, hoping and praying for data to move forward on a difficult decision.<\/p>\r\n<p class=\"p1\">Unfortunately, survey design isn't as easy as it sounds...and writing a compelling message to convince people to take the survey is even more difficult.<\/p>\r\n<p class=\"p1\">Luckily, we have some ideas to help you, the brand marketer, succeed when it comes to sending and designing a high-converting customer feedback survey.<\/p>\r\n<p class=\"p1\">But before we begin, let\u2019s talk about why businesses should ask for feedback in the first place.<\/p>\r\n<h3 class=\"p1\">The #1 question companies (almost always) forget to ask about surveys<\/h3>\r\n<p class=\"p1\">Thanks to the popularity of reviews on Amazon, Yelp and the like, the opportunity to receive immediate feedback on your brand\u2019s products or services is too good to pass up.<\/p>\r\n<p class=\"p1\">Instead of waiting for weeks or months to conduct a panel or focus group, companies can immediately find out what went well and what could be improved. Then they can use that information to target new customer segments or fine-tune their offerings.<\/p>\r\n<p class=\"p1\">In other words, they can get feedback straight from the customer\u2019s mouth themselves\u2014otherwise known as <a href=\"https:\/\/www.lexalytics.com\/lexablog\/effective-voice-of-customer-voc-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">voice of customer (VOC) data<\/a>.<\/p>\r\n<p class=\"p1\">But that\u2019s just the problem. Inexpensive survey tools like SurveyMonkey and Typeform have made it so easy for companies to execute their own market research via email that often, they forget to ask themselves the following question:<\/p>\r\n<p class=\"p1\"><em><strong>\u201cOnce we get this data, where is it going to go?\u201d<\/strong><\/em><\/p>\r\n<p class=\"p1\">It\u2019s too easy to get gung-ho about running a survey, hoard the data and never use or incorporate it into the customer lifecycle.<\/p>\r\n<p class=\"p1\">Not to mention, <a href=\"https:\/\/www.vox.com\/the-goods\/2019\/8\/15\/20804279\/too-many-emails-brand-feedback-review-glossier?ref=reallygoodemails\" target=\"_blank\" rel=\"noopener noreferrer\">consumers are inundated by surveys right now<\/a>, so it\u2019s getting harder to send emails that stand out from the crowd\u2014let alone convince people to do the work of sharing their experience.<\/p>\r\n<p class=\"p1\">Luckily, there\u2019s a path forward. We can share with you three essential ingredients you need before you create a survey\/feedback campaign.<\/p>\r\n<p>Want even more advanced cross-channel tactics? Download our latest guide, <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Survey &amp; Feedback<\/a>.<\/p>\r\n<h2 class=\"p1\">3 Essential Ingredients of Survey and Feedback Campaigns<\/h2>\r\n<h3 class=\"p1\">1. A question to answer<\/h3>\r\n<p class=\"p1\">We mentioned above that survey and feedback campaigns can be a way to get customer data to move forward on a decision.<\/p>\r\n<p class=\"p1\">However, those decisions are motivated by something much bigger: preventing negative customer backlash.<\/p>\r\n<p class=\"p1\">No company wants to make a decision that hurts their revenue or spend resources producing something that customers don\u2019t value or need.<\/p>\r\n<p class=\"p1\">So whenever you do a survey\/feedback campaign, the first thing you should ask yourself should be, \u201cWhat question are you trying to answer?\u201d<\/p>\r\n<p class=\"p1\">Surveys don\u2019t always need to be multiple questions with a graduate-level analysis.<\/p>\r\n<p class=\"p1\">It can be as simple as one question to break a tie or gauge how effective a company process is.<\/p>\r\n<p class=\"p1\">So, for example, if you\u2019re a publisher like Milk Street Kitchen and trying to figure out which photo to use on the cover of a special issue, you can run a quick survey to your list.<\/p>\r\n\r\n[caption id=\"attachment_8111\" align=\"alignnone\" width=\"575\"]<img class=\"wp-image-8111 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-1.png\" alt=\"Milk Street Kitchen Feedback Campaign\" width=\"575\" height=\"733\" \/> <em>Publisher Milk Street Kitchen uses email to distribute a quick survey on the cover photo of an upcoming issue.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Or maybe you work for a subscription company and want to know why people cancel, like meal kit subscription service Sun Basket does. They automate a transactional email to those who discontinue service, by simply asking for replies in the body text of the message.<\/p>\r\n\r\n[caption id=\"attachment_8112\" align=\"alignnone\" width=\"800\"]<img class=\"wp-image-8112 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-2.png\" alt=\"Sun Basket Churn Email\" width=\"800\" height=\"662\" \/> <em>Meal-kit subscription service Sun Basket asks for feedback from canceling customers.<\/em><em style=\"font-size: 16px\">\u00a0<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Another way to automate feedback via email is by incorporating it into your help desk software, like e-commerce site Food52 did. Doing this can help you answer questions, like which support agents have more satisfied customers than others, what types of issues do customers contact support about and more.<\/p>\r\n\r\n[caption id=\"attachment_8113\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-8113 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-3.png\" alt=\"Food52 Survey Email\" width=\"974\" height=\"418\" \/> <em>E-commerce site Food52 sends emails to users after they contact customer support, asking whether they were satisfied with the level of service.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Regardless of how you initiate the survey, asking for feedback or running a survey always starts with a question your team wants to answer.<\/p>\r\n<h3 class=\"p1\">2. An irresistible offer<\/h3>\r\n<p class=\"p1\">Even when you\u2019re thinking about surveys, you have to think about what\u2019s in the recipient\u2019s best interest.<\/p>\r\n<p class=\"p1\">And even though your survey only takes five minutes, it could be five minutes the recipient doesn\u2019t have to waste on you.<\/p>\r\n<p class=\"p1\">That\u2019s where an irresistible offer comes in.<\/p>\r\n<p class=\"p1\">Offering compensation in exchange for your opinion has long been a practice in market research circles. The only difference now is that as a brand, you don\u2019t have to pay a firm to put together (and compensate) a panel of consumers.<\/p>\r\n<p class=\"p1\">You can do it yourself.<\/p>\r\n<p class=\"p1\">It doesn\u2019t have to be money per se, but it has to be in the interest of someone to spend the time to take your survey.<\/p>\r\n<p class=\"p1\">The most popular option for compensation in exchange for taking a survey is a gift card. See how onboarding platform AppCues used a Starbucks gift card (and an eye-catching subject line) to get survey responses.<\/p>\r\n\r\n[caption id=\"attachment_8114\" align=\"alignnone\" width=\"883\"]<img class=\"wp-image-8114 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-4.png\" alt=\"Appcues feedback campaign incentive\" width=\"883\" height=\"856\" \/> <em>Onboarding platform Appcues offers Starbucks gift cards to anyone willing to take their survey.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Of course, it doesn\u2019t always have to be money for coffee. If you already know you have an engaged list of customers, you can give them a voucher for your service.<\/p>\r\n<p class=\"p1\">For example, if you are a freemium software company like video collaboration tool Loom is, you can offer a trial of your paid plan.<\/p>\r\n\r\n[caption id=\"attachment_8115\" align=\"alignnone\" width=\"893\"]<img class=\"wp-image-8115 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-5.png\" alt=\"Loom survey thank you\" width=\"893\" height=\"704\" \/> <em>Video collaboration tool Loom offers trials of their paid plan as a thank you to users who gave feedback.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Or if you\u2019re selling high-ticket items like furniture, you can offer coupons for future purchases, like Design Within Reach does.<\/p>\r\n\r\n[caption id=\"attachment_8116\" align=\"alignnone\" width=\"860\"]<img class=\"wp-image-8116 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-6.png\" alt=\"Design Within Reach survey thank you\" width=\"860\" height=\"849\" \/> <em>Furniture company Design Within Reach gives out coupons on future purchases as a thank you to survey takers.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Irresistible offers aren\u2019t always a surefire way to get a good sample size though\u2014the wrong type of compensation can lead to a <strong>voluntary response bias<\/strong>, where your sample size consists of people only interested in taking advantage of an offer over providing insightful feedback.<\/p>\r\n<p class=\"p1\">If you offered Starbucks gift cards as an incentive, then you might leave out people who didn\u2019t like Starbucks in your data...and they might have different things to say than the people who like Starbucks (and want a free coffee).<\/p>\r\n<p class=\"p1\">It sounds nitpicky, but it\u2019s always something to consider when you\u2019re doing research. Whatever gift you choose, make sure to offer something enticing enough to get a good sample size without compromising the integrity of the data.<\/p>\r\n<h3 class=\"p1\">3. Something to measure<\/h3>\r\n<p class=\"p1\">Not all survey campaigns ask for freeform text as feedback.<\/p>\r\n<p class=\"p1\">When your question needs data that only hard numbers can provide, this is when you bust out questions that have your respondents ranking how they feel on a scale of sorts.<\/p>\r\n<p class=\"p1\">There are many ways to do this, but the two most commonly used by growth-driven consumer brands include Net Promoter Score and Likert scale.<\/p>\r\n<h4 class=\"p1\">Net Promoter Score (NPS)<\/h4>\r\n<p class=\"p1\">The first is the <strong>Net Promoter Score<\/strong> (NPS). Developed by <a href=\"http:\/\/www.netpromotersystem.com\/about\/measuring-your-net-promoter-score.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">consulting firm Bain &amp; Co<\/a>, the general idea is that happy customers recommend brands to their friends and colleagues.<\/p>\r\n<p class=\"p1\">Respondents respond on a scale of 1-100 about their likeliness to make a recommendation, and the brand takes those scores and groups them into three different categories:<\/p>\r\n<ol>\r\n\t<li class=\"p1\"><strong>Promoters (90-100)<\/strong>: Loyal and enthusiastic fans. They love your product or service and spend all of their time telling their friends and colleagues.<\/li>\r\n\t<li class=\"p1\"><strong>Passives (60-80)<\/strong>: Satisfied (but not necessarily loyal) customers. They\u2019re happy but could be persuaded by cheaper prices or shiny features from a competitor.<\/li>\r\n\t<li class=\"p1\"><strong>Detractors (0-60)<\/strong>: Unhappy customers. They hate your product or service, will probably leave and have no issues telling their friends and colleagues why.<\/li>\r\n<\/ol>\r\n<p class=\"p1\">It\u2019s also easy to calculate\u2014it\u2019s simply the percentage of promoters subtracted by the percentage of detractors.<\/p>\r\n<p class=\"p1\">The higher an NPS score is, the less likely your customers will churn on you.<\/p>\r\n<p class=\"p1\">You can see the usage of Net Promoter Score in practice in the body of an email template, like food delivery service Goldbelly does.<\/p>\r\n\r\n[caption id=\"attachment_8117\" align=\"alignnone\" width=\"781\"]<img class=\"wp-image-8117 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-7.png\" alt=\"Goldbelly NPS survey\" width=\"781\" height=\"449\" \/> <em>Food delivery service Goldbelly uses the above email to measure Net Promoter Score for first-time purchases.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Once respondents choose their number, they are taken to the landing page below and asked to write in why they chose that number.<\/p>\r\n\r\n[caption id=\"attachment_8118\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-8118 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-8.png\" alt=\"Goldbelly feedback campaign\" width=\"974\" height=\"645\" \/> <em>For respondents who want to give more feedback, Goldbelly offers options to write in additional comments using the above form.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Goldbelly knows that customers don\u2019t buy specialty foods every day, so they rely heavily on paid ads and their referral program to acquire new customers.<\/p>\r\n<p class=\"p1\">By using NPS, Goldbelly can quickly gauge how happy first-time purchasers are, tie it directly to voice of customer (VOC) data, and open up possibilities for referral email campaigns later on.<\/p>\r\n<h4 class=\"p1\">Likert scales<\/h4>\r\n<p class=\"p1\">If you\u2019ve ever taken a survey, you\u2019ve done a Likert scale (also known as rating scales).<\/p>\r\n<p class=\"p1\">Named after American social scientist Rensis Likert, Likert scales ask respondents to rank their level of agreement on a series of statements provided by the brand.<\/p>\r\n<p class=\"p1\">This was a game-changer in the social science world.<\/p>\r\n<p class=\"p1\">Why? Because now researchers could ask questions beyond a simple \u201cYes\/No\u201d question\u2014and had more analytical substance than a blank text box.<\/p>\r\n<p class=\"p1\">So for instance, clothing retailer Gap once asked us to provide some feedback on new baby and toddler clothing designs.<\/p>\r\n\r\n[caption id=\"attachment_8119\" align=\"alignnone\" width=\"708\"]<img class=\"wp-image-8119 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-9.png\" alt=\"Gap feedback campaign\" width=\"708\" height=\"725\" \/> <em>Gap wanted our opinion on new toddler and baby designs.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Once we clicked on their link, they showed us a series of designs and asked us what price we\u2019d be willing to pay, as well as whether we liked it, hated it, or felt neutral about it.<\/p>\r\n\r\n[caption id=\"attachment_8120\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-8120 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-10.png\" alt=\"Gap landing page survey\" width=\"974\" height=\"487\" \/> <em>Gap uses a visual Likert scale to ask our opinion on prospective baby clothes designs.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Thanks to a Likert scale survey, Gap can get direct feedback on designs that resonate with potential customers\u2014and manufacture clothing in a much more efficient manner than before.<\/p>\r\n<p class=\"p1\">So whether you\u2019re using Likert scales or Net Promoter Scores, your team (and your C-suite) will appreciate numerical data as a result of running a survey; it makes things easier to measure than unstructured text data.<\/p>\r\n<h2 class=\"p1\">Now, a Recap<\/h2>\r\n<p class=\"p1\">Despite the problems associated with running surveys, they are still an incredibly valuable tool to help brand marketers make decisions.<\/p>\r\n<p class=\"p1\">If you\u2019re just getting started with survey\/feedback campaigns, remember that you need these three essential ingredients for the best results:<\/p>\r\n<ol>\r\n\t<li class=\"p1\">A question to answer<\/li>\r\n\t<li class=\"p1\">An irresistible offer<\/li>\r\n\t<li class=\"p1\">Something to measure (either Net Promoter Score or Likert scales)<\/li>\r\n<\/ol>\r\n<p class=\"p1\">Go beyond the basics and <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to building high-converting survey and feedback campaigns that stand out from the crowd.<\/p>\r\n<p>Inside, you'll learn how to leverage text messaging (SMS), in-app notifications and direct mail for personalized cross-channel campaigns.<\/p>\r\n<p>We'll also reveal how to tackle recognition and rewards for customer service reps and offer even more survey inspiration from today's leading brands, so don't miss out and <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">grab your copy<\/a> today!<\/p>\r\n<p class=\"p1\"><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-8110 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_Blog-CTA-Banner_620x240.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Survey &amp; Feedback\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"3 Essential Ingredients of Survey and Feedback Campaigns","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-essential-ingredients-survey-feedback-campaigns","to_ping":"","pinged":"","post_modified":"2020-08-03 14:36:24","post_modified_gmt":"2020-08-03 21:36:24","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=8108","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/3-essential-ingredients-survey-feedback-campaigns\/"},{"ID":8085,"post_author":"47","post_date":"2019-11-11 17:34:14","post_date_gmt":"2019-11-12 01:34:14","post_content":"<p><span style=\"font-weight: 400\">\u2018Tis the season for...a year in review! This was one of our most popular webinars in 2018, and we dove right in to review what cross-channel campaigns made a splash in 2019. <\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Check out this interactive session where we had the audience vote on their favorites in each category.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">This session includes:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Innovative examples of this year\u2019s best cross-channel marketing campaigns<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Voting and chats with our webinar experts about this year's best cross-channel campaigns\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Fresh inspiration to start your 2020 off right\u00a0<\/span><\/li>\r\n<\/ul>","post_title":"Best of 2019: Cross-Channel Marketing Campaigns We Loved","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"best-of-2019-cross-channel-marketing-campaigns-we-loved","to_ping":"","pinged":"","post_modified":"2020-02-19 10:18:08","post_modified_gmt":"2020-02-19 18:18:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=8085","menu_order":25,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/best-of-2019-cross-channel-marketing-campaigns-we-loved\/"},{"ID":7918,"post_author":"26","post_date":"2019-10-31 11:09:32","post_date_gmt":"2019-10-31 18:09:32","post_content":"<p><strong>Episode 1: \u201cThe Foundations of Growth\u201d\u2028<br \/>\r\n<\/strong><strong>November 13, 2019<br \/>\r\n<\/strong><br \/>\r\nIterable\u2019s Chief Operating Officer, Jeff Samuels, kicks off our new marketing leadership series, \u201cInside the Growth Mindset.\u201d He is joined by Linda Fitzek, who heads up Sales &amp; Marketing Operations for Uber\u2019s U4B division. Jeff and Linda explore the foundations of growth and shine a spotlight on the processes, systems, and data that make growth possible. Linda shares her story, lessons learned, and advice for how we can all be better growth marketing leaders.<\/p>","post_title":"Inside the Growth Mindset","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"inside-the-growth-mindset-uber","to_ping":"","pinged":"","post_modified":"2020-02-22 09:38:38","post_modified_gmt":"2020-02-22 17:38:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?page_id=7918","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/inside-the-growth-mindset-uber\/"},{"ID":7410,"post_author":"7","post_date":"2019-10-10 09:45:04","post_date_gmt":"2019-10-10 16:45:04","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/unboxing-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we\u2019ll be \u201cunboxing\u201d must-have digital marketing campaigns and programs vital to success. In this installment, we\u2019ll take a look at referral programs, often known as \u201crefer-a-friend\u201d or advocacy campaigns.<\/em><\/p>\r\n<h3>Who Are Your \u201cAdvocates\u201d and What Is Advocacy?<\/h3>\r\n<p>In Customer Relationship Marketing lingo, your \u201cadvocates\u201d are your best, most informed, most loyal customers. They\u2019ve completed the journey to becoming your customer and understand your products and services. They know and trust you. Most of all, they\u2019re your source of referrals.<\/p>\r\n<p>Advocacy is the process by which these best customers will recommend and refer you to new prospective customers.<\/p>\r\n<p>Traditionally, referrals occurred mostly by word-of-mouth and still do, but in the digital age channels\u2014like social media, email and mobile\u2014grease the skids by making referring easy and effortless, if not organic.<\/p>\r\n<p>All it takes is a few minutes to forward an email to a friend or share on social and \u201cword-of-click\u201d becomes a prime opportunity you can leverage intentionally.\u00a0<\/p>\r\n<p>Here\u2019s why if you don\u2019t have an advocacy program already, you should.<\/p>\r\n<h3>Asking for an Intro to Their Friends<\/h3>\r\n<p>Despite how easy and impersonal \u201cword-of-click\u201d can be, referrals are a personal, considered process, and we would do well to design advocacy programs and campaigns that support them with a strong human (vs. decidedly tech) touch.\u00a0<\/p>\r\n<p>A successful referral program isn\u2019t just about using your existing customers to gain new leads. It\u2019s really about asking your best customers to make introductions\u2014to their closest friends and family members, the people they care most about\u2014on your behalf.\u00a0<\/p>\r\n<p>Just as in business networking and personal social circles, we\u2019re not going to make introductions willy-nilly to just anyone.\u00a0<\/p>\r\n<p>On the other hand, when we are personally introduced to a prospective employer\/ee, friend, or dating partner by someone we know, like and trust, we\u2019re going to give greater consideration to the referral.<\/p>\r\n<p>So, it\u2019s important to be selective in terms of which customers you ask for referrals, and who you ask to be referred to.<\/p>\r\n<p>With 74% of consumers identifying <a href=\"https:\/\/www.adweek.com\/digital\/ogilvy-cannes-study-behold-the-power-of-word-of-mouth\/\" target=\"_blank\" rel=\"noopener noreferrer\">word-of-mouth as a key influencer<\/a> in purchasing decisions and 92% of people ages 18 to 34 saying that they <a href=\"https:\/\/www.getambassador.com\/blog\/survey-says-referral-practices-of-todays-consumers\" target=\"_blank\" rel=\"noopener noreferrer\">seek recommendations from friends and family<\/a> before making a purchase, referral marketing is an integral component of today\u2019s marketplace\u2014and one that can yield impressive results if the right tactics are employed.\u00a0<\/p>\r\n<p>To be clear\u2014our focus here is on intentionally designed and orchestrated referral campaigns\u2014 rather than on naturally-occurring social sharing, most of which is un-incentivized and not easily trackable.\u00a0<\/p>\r\n<p>So even though social media is a channel designed around organic, spontaneous sharing and connection, most marketers will rely more heavily on email than social to kick-off referral campaigns and maximize customer reach, with mobile app and\/or web pages supporting implementation, and social media playing (if anything) a supporting role.<\/p>\r\n<p>So, let's take a deeper dive into their four essential ingredients! Want even more advanced tactics? Download our latest guide, <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Referrals &amp; Advocacy<\/a>.<\/p>\r\n<h3>4 Essential Ingredients for a Successful Referral Program<\/h3>\r\n<h4>1. Be clear, honest and transparent\u2028<\/h4>\r\n<p>When it comes to asking customers for referrals, don\u2019t beat around the bush. Just ask! Be clear what it is you\u2019re asking them to do <strong>and the data you\u2019re asking them for<\/strong>.\u00a0<\/p>\r\n<p>Now more than ever, people are skittish about sharing their own information, let alone the email addresses and contact points of their friends.<\/p>\r\n<p>Lower any resistance or hesitation to your referral program by being upfront and honest about the entire process and shepherding your advocates through it.<\/p>\r\n<p>What data do you need (maybe just an email address) to collect to execute the referral offer? How will that data be used? Will it be retained and if so, why? How will incentives be received? Rewards for referrals given? Your messaging should spell it all out.<\/p>\r\n<p>The campaign below from online brokerage firm TD Ameritrade does a good job of this.<\/p>\r\n<p>The email specifically explains how to get started, what the reward is for the referring customer, what the incentive is for the prospective new customer, how incentives\/rewards will be paid, and so on.<\/p>\r\n<p>\u00a0Furthermore, <strong>it requires customers to log into their account to make referrals<\/strong>, enabling the brand to track and limit customer actions.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_7462\" align=\"alignnone\" width=\"501\"]<img class=\"wp-image-7462 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-1-1.png\" alt=\"TD Ameritrade &quot;Refer a Friend&quot; Email\" width=\"501\" height=\"1003\" \/> <em>TD Ameritrade \"Refer a Friend\" Email<\/em>[\/caption]\r\n\r\n<h4>2. Know what motivates action \u2028<\/h4>\r\n<p>This goes beyond understanding your existing customers: it\u2019s about truly understanding the journey from prospect to customer and all the inflection points on it so you can use the best incentive possible to motivate new prospective customers (the \u201creferred\u201d) to the moment of truth\u2014engaging with you!\u2028<\/p>\r\n<p>If your incentive isn\u2019t juicy enough, your campaign might never gain enough lift to get off the ground. A good incentive will provide some type of desirable reward for your existing customers while also casting them in a positive light by granting an often-more-lucrative incentive to the new customers they refer to you.\u00a0<\/p>\r\n<p>Consider what motivates people to buy or inquire in the first place, and design a program that speaks to what newcomers really want. Chances are, your new email subscriber or new customer welcome offers can be repurposed as an incentive to entice the newly-referred to convert.<\/p>\r\n<p>Sometimes recognition, such as being featured on the website or in an ad or blog post, can be equally as attractive as financial and promotional incentives.<\/p>\r\n<p>Here\u2019s a great example of a referral campaign that doesn\u2019t lean on hard offers or discounts as rewards. It\u2019s for Starwood Hotels\u2019 timeshare program (Vistana) owners who, because they are also hotel loyalty program members, love points!\u00a0<\/p>\r\n\r\n[caption id=\"attachment_7456\" align=\"alignnone\" width=\"710\"]<img class=\"wp-image-7456 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-2.png\" alt=\"Vistanas Ultimate Vacation Experiences Sweepstakes\" width=\"710\" height=\"1020\" \/> <em>Vistana's Ultimate Vacation Experiences Sweepstakes<\/em>[\/caption]\r\n\r\n<p>The incentive for newcomers is entry into a sweepstakes to win one of four different vacation trips, but owners are perfectly happy with getting a nice bump in their points balance.<\/p>\r\n<p>Understandably, the incentive for new prospective owners is much more lucrative than for current owners since they need more motivation and are being asked for a much greater response and, ultimately, purchase.<\/p>\r\n<h4>3. Reward customers for referring\u2028<\/h4>\r\n<p>As we just examined, you\u2019ll need to not only motivate <em>the friends that customers refer<\/em> to convert, but also motivate your customers into making referrals in the first place. Incentives are key to getting both customers and prospects to take action.\u00a0<\/p>\r\n<p>Of course, your true customer advocates know and love you enough to spontaneously share and refer, but if you <em>really<\/em> want to move them into action, reward them for their efforts!<\/p>\r\n<p>Besides, rewards are a fantastic way to show your appreciation for their loyalty, which only strengthens customer relationships and brand equity.<\/p>\r\n<p>The good news? Your customers are already favorably predisposed to your products and services (or they wouldn\u2019t be your customers), so often some free product\/service alone is an effective reward, as we see in the Airbnb example below.<\/p>\r\n\r\n[caption id=\"attachment_7457\" align=\"alignnone\" width=\"616\"]<img class=\"size-full wp-image-7457\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-3.png\" alt=\"Airbnb &quot;Invite Friends&quot; Email\" width=\"616\" height=\"725\" \/> <em>Airbnb \"Invite Friends\" Email<\/em>[\/caption]\r\n\r\n<p>If your customers transact with you on a weekly or monthly basis, then it makes sense to incentivize referrals with account credits, loyalty program points, or discounts towards future purchases.<\/p>\r\n<p>But...if your customers purchase from you less than a few times per year, that reward won\u2019t carry the same weight. In fact, it might send signals that you don\u2019t really understand their lifecycle.<\/p>\r\n<p>For example, a $20 discount for referring a friend to Uber Eats in the message below makes sense.<\/p>\r\n\r\n[caption id=\"attachment_7458\" align=\"alignnone\" width=\"468\"]<img class=\"size-full wp-image-7458\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-4.png\" alt=\"Uber Eats Referral Campaign\" width=\"468\" height=\"1279\" \/> <em>Uber Eats Referral Campaign<\/em>[\/caption]\r\n\r\n<p>But if GE gave their customers a $50 credit towards the purchase of their next dishwasher, chances are their customers wouldn\u2019t be very motivated to make referrals. After all, how often does one buy major appliances?<\/p>\r\n<p>So, what\u2019s the right approach? If your customers transact only a few times during their lifecycle, you need to reward them with something of immediate value. Providing access to yet-to-be-released products can work, but cash and gift cards are virtually foolproof.<\/p>\r\n<p>In fact, a Nielsen Harris Poll found that <a href=\"https:\/\/www.getambassador.com\/blog\/survey-says-referral-practices-of-todays-consumers\" target=\"_blank\" rel=\"noopener noreferrer\">77% of Americans prefer to be rewarded for referrals with money<\/a>.<\/p>\r\n<p>Here are a few more things to keep in mind about customer rewards:\u00a0<\/p>\r\n<ul>\r\n\t<li>Rewards can be <em>dependent upon<\/em> or <em>independent of<\/em> friend response. Airbnb only rewards customers for referrals of people who become new Airbnb customers (they purchase\/book\/convert), logically making tracking of prospect conversions essential. Other referral programs simply ask for link or name sharing and reward for leads or traffic alone.\u2028<\/li>\r\n\t<li>Just as you\u2019ll have offer terms, conditions and deadlines for regular promotions, you should spell them out for referral campaign offers. Most referral campaigns are issued with a specific deadline, as in the Uber Eats example that follows.\u2028<\/li>\r\n\t<li>For referral program success, marketers must give customers a <strong>relevant reason to send referrals today<\/strong>. If referral incentives fail to provide immediate, tangible value, then your program will flop.\u2028<\/li>\r\n<\/ul>\r\n<h4>4. Enable and track the process\u2028<\/h4>\r\n<p>By now it should go without saying that referral marketing requires more than just outbound email campaigns and invitations sent to your customers\u2014they are entire programs with backends that need to be thought-out and carefully planned.<\/p>\r\n<p>With incentives and rewards a must, tracking is paramount. But even without them, you\u2019ll need to think through how referrals will be made, recorded, limited and executed. Otherwise, how will you measure the success of your program?<\/p>\r\n<p>Some of the best programs use dynamically-generated links and codes unique to each customer. This allows you to track customer actions across channels, and friend redemptions alike.<\/p>\r\n<p>The campaign from HotelTonight below illustrates how this might look.<\/p>\r\n\r\n[caption id=\"attachment_7459\" align=\"alignnone\" width=\"350\"]<img class=\"size-full wp-image-7459\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-5.png\" alt=\"HotelTonight &quot;Friends With Benefits&quot; Campaign\" width=\"350\" height=\"1302\" \/> <em>HotelTonight \"Friends With Benefits\" Campaign<\/em>[\/caption]\r\n\r\n<p>Others, like the campaign for Bombas, direct customers to landing pages which allow them to enter the email addresses of friends and even personalize subject lines and messages.<\/p>\r\n\r\n[caption id=\"attachment_7460\" align=\"alignnone\" width=\"641\"]<img class=\"size-full wp-image-7460\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-6.png\" alt=\"Bombas Refer-a-Friend Campaign\" width=\"641\" height=\"1058\" \/> <em>Bombas Refer-a-Friend Campaign<\/em>[\/caption] [caption id=\"attachment_7461\" align=\"alignnone\" width=\"974\"]<img class=\"size-full wp-image-7461\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-7.png\" alt=\"Bombas Landing Page\" width=\"974\" height=\"581\" \/> <em>Bombas Landing Page<\/em>[\/caption]\r\n\r\n<p>If that\u2019s your approach, be sure that your brand\/company is the sender of the email\u2014don\u2019t count on your customers to forward messages for you.\u00a0<\/p>\r\n<p>In any case, ideally, you\u2019ll hand-hold your valued customers through the process of providing friend information and sharing via their channel of choice. <strong>Do not leave them guessing<\/strong> how you want them to refer for you!<\/p>\r\n<h3>Wrapping Up Referral Campaigns<\/h3>\r\n<p>With a well-built referral program, you can actually increase brand loyalty among existing customers while simultaneously growing your customer base through referral traffic.<\/p>\r\n<p>Done right, advocacy campaigns are a win-win and an economically-efficient customer acquisition strategy.<\/p>\r\n<p>Go beyond the basics and\u00a0<a class=\"js-b-hover-href\" href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to learn more strategic considerations to ensure the success of your referral program, including how to define performance goals, set healthy boundaries and more!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/\"><img class=\"alignnone size-full wp-image-7454\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/ITE_Unboxing-Referral_WP_Blog-CTA-Banner_620x240.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Referral &amp; Advocacy\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"4 Essential Ingredients for a Successful Referral Program","post_excerpt":"With a well-built referral program, you can increase brand loyalty and grow your customer base. Include these 4 essentials for campaign success.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"successful-referral-program","to_ping":"","pinged":"","post_modified":"2020-08-03 14:36:45","post_modified_gmt":"2020-08-03 21:36:45","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=7410","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/successful-referral-program\/"},{"ID":7388,"post_author":"26","post_date":"2019-09-30 10:58:53","post_date_gmt":"2019-09-30 17:58:53","post_content":"<p>You\u2019ve mastered Email 101. You could write your thesis on email marketing tactics. Now you\u2019re ready to take your skills to the next stage.<\/p>\r\n<p>In this webinar, Product Manager at Pinterest \u2013 Seth Weisfeld \u2013 will be teaming up with Iterable\u2019s Jen Capstraw to host a PhD-level discussion at the cutting edge of email.<\/p>\r\n<p>This session includes:<\/p>\r\n<ul>\r\n\t<li>A deep dive into the future of email \u2013 AMP, machine learning, hyper personalization, and more<\/li>\r\n\t<li>Innovative examples of how today\u2019s top brands are pioneering new email use cases<\/li>\r\n\t<li>Live polls and chat for real-time interactivity with the email experts and other webinar participants<\/li>\r\n<\/ul>","post_title":"Your Crash Course to Cutting-Edge Email Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"your-crash-course-to-cutting-edge-email-marketing","to_ping":"","pinged":"","post_modified":"2020-04-13 09:41:56","post_modified_gmt":"2020-04-13 16:41:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=7388","menu_order":26,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["webinar","popular-download"],"term_names":["Webinar","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/your-crash-course-to-cutting-edge-email-marketing\/"},{"ID":7346,"post_author":"35","post_date":"2019-09-24 09:57:42","post_date_gmt":"2019-09-24 16:57:42","post_content":"<p>Your marketing technology stack supports everything you do in building your campaigns. From analytics to data management to specific features like email deliverability, each and every need must be addressed for your team to be successful.\u00a0<\/p>\r\n<p>If you're on this blog, you likely already know that a \"<a href=\"https:\/\/iterable.com\/blog\/something-wrong-martech\/\" target=\"_blank\" rel=\"noopener noreferrer\">one-stop shop<\/a>\" isn't going to meet those needs effectively. After all, no one is really that great at multitasking: Legacy marketing clouds and suites often handle many aspects of automation but aren't exemplary at any one of them.<\/p>\r\n<p>So instead you know to select the best solutions and integrate them together in a robust stack. But how can you evolve past MarTech that's merely business as usual and build a tech stack that truly supports growth marketing?<\/p>\r\n<p>Evaluating technology providers is all about finding partners that embrace collaboration in a tight-knit ecosystem. And that\u2019s why we\u2019re here today.\u00a0<\/p>\r\n<h3>What Do Pancakes Have to Do With This?<\/h3>\r\n<p>Bear with us for this analogy.<\/p>\r\n<p>When imagining a stack\u2014of say, pancakes\u2014you aren\u2019t visualizing each individual piece. You\u2019re seeing the whole, the glorious, syrupy whole that is the sum of all its parts, working in harmony.\u00a0<\/p>\r\n<p>You wouldn't eat plain pancakes isolated from butter, blueberries and maple syrup, would you?<\/p>\r\n<p>In a similar vein, your growth marketing stack should be built with a key consideration in mind: eliminating silos. If your analytics are separated from the rest of the group, for instance, how are these numbers supposed to better inform your campaigns?<\/p>\r\n<p>And so, with that in mind, we have outlined below the core needs for a successful growth marketing stack and how Iterable\u2019s own partnerships establish a harmonious ecosystem to achieve your business objectives.<\/p>\r\n<h3>The Core Parts of the Growth Marketing Stack<\/h3>\r\n<p>Before we dive into specific solutions, it\u2019s important to note what a modern growth marketing stack could look like\u2014one that addresses your needs at every step of the customer lifecycle.\u00a0<\/p>\r\n<p>The diagram below shows just one version of how these core parts of the stack can work together. The order and arrangement of these parts may vary depending on the nature of your business. Once you understand how each plays a role in your marketing campaigns, you can piece together the puzzle of your own stack.<\/p>\r\n\r\n[caption id=\"attachment_7367\" align=\"alignnone\" width=\"675\"]<img class=\"size-large wp-image-7367\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/Stack_Diagram-675x1024.png\" alt=\"Martech Stack\" width=\"675\" height=\"1024\" \/> The best growth marketing stacks form a cohesive, collaborative environment to make the most of your customer data.[\/caption]\r\n\r\n<p>Starting at the bottom with <strong>analytics<\/strong> and <strong>data management<\/strong>, it\u2019s crucial that your growth marketing stack is supported by powerful solutions that keep your data clean, organized and actionable. Whether you're using a data warehouse or a customer data platform (CDP), your data must be easily accessible to route to the rest of the stack.\u00a0<\/p>\r\n<p>Customer acquisition can come in many forms, from <strong>e-commerce<\/strong> purchases to marketing <strong>lead capture<\/strong>. With your data infrastructure set up and your subscriber list in place, you can segment and filter your audience for <strong>personalization<\/strong>.<\/p>\r\n<p>Your <strong>growth marketing platform<\/strong> then brings that personalization to life, enabling you to decide when, how and to whom your campaigns should be sent.<\/p>\r\n<p>Those campaigns leverage service providers to ensure the successful delivery of each message to their respective channels, including <strong>email, direct mail and mobile<\/strong>.<\/p>\r\n<p>A cross-channel approach is the optimal way to achieve the ultimate goal: engaging your <strong>customer<\/strong> and maximizing their lifetime value.<\/p>\r\n<p>We've included bidirectional arrows at each connection of this diagram because all parts of the stack create a cohesive feedback loop with data flowing freely from one platform to another. No silos, no breakdowns in communication.<\/p>\r\n<p>The unified view of the customer isn't a pipe dream anymore\u2014it's within reach.<\/p>\r\n<h3>How to Build the Best-in-Class Stack<\/h3>\r\n<p>Great! Now that you understand the core parts of the stack, you just need to fill in that diagram with actual platforms. Good thing there are only <a href=\"https:\/\/segment.com\/blog\/the-growth-stacks-of-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">7,000+ companies<\/a> from which to choose. In order to save you valuable time, resources and a considerable amount of stress, we have partnered with the best solutions in the MarTech landscape.<\/p>\r\n<p>Read on for our vetted recommendations so you can build the best-in-class growth marketing stack.<\/p>\r\n<h4>Analytics<\/h4>\r\n<p>Your analytics are essential to determining the impact of your marketing campaigns and identifying ways to iterate on your strategy. Without these crucial insights, you won't truly be able to understand what's working and where there is room for improvement.\u00a0<\/p>\r\n<p>Likely you're already using <a href=\"https:\/\/analytics.google.com\/analytics\/web\/provision\/?authuser=0#\/provision\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a>, which is undeniably helpful in measuring conversions and engagement. Other platforms, like <a href=\"https:\/\/grow.amplitude.com\/homepage\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a> and <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, make it exponentially easier to understand user behavior and optimize all of your lifecycle marketing campaigns.<\/p>\r\n<h4>Data Management<\/h4>\r\n<p>Every brand collects massive amounts of first-party data, and the challenge lies in leveraging the full potential of it. Data management platforms route this data to the right places and make it actionable.\u00a0<\/p>\r\n<p>Customer data platforms like <a href=\"https:\/\/www.mparticle.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">mParticle<\/a>, <a href=\"https:\/\/segment.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segment<\/a> and <a href=\"https:\/\/tealium.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tealium<\/a>\u00a0unify data from all sources and sync it across the stack with modern APIs. Integrations don't need to be complicated with tools like <a href=\"https:\/\/zapier.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zapier<\/a> that connect your web apps and automate the workflows between them.<\/p>\r\n<h4>E-Commerce<\/h4>\r\n<p>From our experience with e-commerce brands, we understand that it can be difficult to scale your online business and maximize ROI.<\/p>\r\n<p><a href=\"https:\/\/www.shopify.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shopify<\/a> and <a href=\"https:\/\/magento.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Magento<\/a> empower e-commerce companies with the tools and services they need to start and grow their businesses, from shipping and order management to point-of-sale features.<\/p>\r\n<p><a href=\"https:\/\/www.privy.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Privy<\/a>, another e-commerce solution, uses advanced targeting rules to drive sales through powerful on-site displays and coupon management.<\/p>\r\n<h4>Lead Capture<\/h4>\r\n<p>Your growth marketing stack is incomplete if you're not actually acquiring new customers. Lead capture is a critical player in building subscriber lists and converting consumers or prospects.<\/p>\r\n<p><a href=\"https:\/\/www.digioh.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digioh<\/a> allows you to create personalized, targeted web forms to grow your user list. <a href=\"https:\/\/instapage.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instapage<\/a> optimizes the post-click process while maximizing conversions at scale. <a href=\"https:\/\/revv.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Revv<\/a>, a solution for political and non-profit organizations, optimizes leads to increase engagement and donations.<\/p>\r\n<h4>Personalization<\/h4>\r\n<p>Consumers today are demanding individualized brand experiences. They want to know you\u2019re paying attention to their unique preferences and motivations by delivering messages that are catered just for them.<\/p>\r\n<p><a href=\"https:\/\/www.liveclicker.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Liveclicker<\/a> enables marketers to utilize live open-time data for enhanced email personalization. <a href=\"https:\/\/phrasee.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Phrasee<\/a> uses AI to write better email subject lines, push notifications and Facebook ad copy. <a href=\"https:\/\/movableink.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Movable Ink<\/a> generates personalized visual experiences across email and other digital channels that are unique for each consumer.<\/p>\r\n<h4>Growth Marketing Platforms<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Growth marketing platforms<\/a> act as your central hub to leverage all the data from the solutions above and execute upon it. Unlike traditional ESPs, they go beyond email marketing\u2014seamlessly integrating other channels like SMS, in-app, mobile push and web push into one place.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> is the leading growth marketing platform that empowers marketers to create, execute and optimize integrated campaigns. We partner with the following channel service providers below to orchestrate a unified brand experience.<\/p>\r\n<h4>Direct Mail Services<\/h4>\r\n<p>Growth marketing platforms enable you to communicate with your customers across a variety of online and offline channels, one of which is direct mail. With high engagement rates, the mailbox can play just as important of a role as the inbox.<\/p>\r\n<p><a href=\"https:\/\/www.inkit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inkit<\/a> incorporates existing customer data to automate personalized postcards to increase your offline conversions. <a href=\"https:\/\/heypoplar.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Poplar<\/a> offers a full range of retargeting options for fully dynamic direct mail campaigns. <a href=\"https:\/\/lob.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lob<\/a> provides comprehensive per-piece mail tracking and analytics to allow for quicker integration of direct mail into your marketing automation.<\/p>\r\n<h4>Email Services<\/h4>\r\n<p>As you build your email lists, you will no doubt strive for quantity and quality. To accomplish both, you'll need the sender infrastructure and performance to ensure your messages are arriving in the inbox.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.pathwire.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pathwire<\/a> and <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SparkPost<\/a> provide powerful, secure delivery that safeguards your sender reputation and builds consumer engagement. <a href=\"https:\/\/250ok.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">250ok<\/a> offers deliverability products and services to track all the signals critical to your email program.<\/p>\r\n<h4>Mobile Services<\/h4>\r\n<p>There are a host of things to consider to make a top-notch cross-channel experience, and optimizing your mobile messaging is a critical component of marketing strategy.<\/p>\r\n<p><a href=\"https:\/\/www.appsflyer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">AppsFlyer<\/a> provides mobile attribution and analytics to help app marketers make better decisions. <a href=\"https:\/\/foursquare.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Foursquare<\/a> harnesses the power of location-based targeting and engagement with a hyper-accurate understanding of where your users go. <a href=\"https:\/\/www.twilio.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Twilio<\/a> virtualizes the world\u2019s telecommunications infrastructure through APIs, making access to text, voice, chat, and video easier.<\/p>\r\n<h4>Professional Services<\/h4>\r\n<p>One key function that we didn\u2019t cover in the diagram above\u2014but that is equally important\u2014is professional services. Sometimes you need a specialist to come in and help you make the most of your growth marketing stack. That\u2019s where these trusted agencies come in.\u00a0<\/p>\r\n<p><a href=\"https:\/\/digitalpi.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Pi<\/a> is a marketing services agency that makes your efforts repeatable, scalable and measurable. <a href=\"https:\/\/listerdigital.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lister Digital<\/a> implements a heightened brand experience by refining customer journeys to boost conversions. <a href=\"https:\/\/ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ragnarok<\/a>, a full-service digital agency, specializes in performance-driven content.<\/p>\r\n<h3>The Growth Marketing Stack for You<\/h3>\r\n<p>As mentioned, these are just a few of the thousands of options and combinations possible for your growth marketing stack. This is only scratching the surface of the partners we work with, so <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener noreferrer\">check out the full Iterable ecosystem<\/a>.<\/p>\r\n<p>The key is understanding your company's needs and how these solutions can integrate to meet them effectively. After all, a successful MarTech stack means more stacks of cold, hard cash for your business (and those stacks may be even more delicious than pancakes!).<\/p>\r\n<p><em>We know we're biased, but building a best-in-class growth marketing stack is simple when it starts with Iterable. Learn more by <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=growth-marketing-stack\" target=\"_blank\" rel=\"noopener noreferrer\">scheduling a demo<\/a> today!<\/em><\/p>","post_title":"How to Build a Best-in-Class Growth Marketing Stack","post_excerpt":"Iterable has partnered with the best solutions in the MarTech ecosystem so you can build a best-in-class growth marketing stack.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"build-growth-marketing-stack","to_ping":"","pinged":"","post_modified":"2021-02-02 14:08:56","post_modified_gmt":"2021-02-02 22:08:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=7346","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/build-growth-marketing-stack\/"},{"ID":7311,"post_author":"10","post_date":"2019-09-12 08:15:38","post_date_gmt":"2019-09-12 15:15:38","post_content":"<p>It\u2019s an exciting time to be a digital marketer. New technologies enable brands to tie wide varieties of customer data together and generate new, real-time marketing experiences.<\/p>\r\n<p>And these advancements could not have come at a better time. Consumers are acutely aware of the personal data that businesses are tracking\u2014and they expect to get something of equal value in return. Consumers have raised the bar: <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/experience-impact\" target=\"_blank\" rel=\"noopener noreferrer\">66% report valuing experience over price<\/a> when making brand decisions.<\/p>\r\n<p>At Iterable, we strive to help marketers consistently build customer experiences worthy of engagement and loyalty. And today, <a href=\"https:\/\/www.prweb.com\/releases\/iterable_releases_new_first_of_its_kind_cross_channel_marketing_individualization_solution\/prweb16568075.htm\" target=\"_blank\" rel=\"noopener noreferrer\">we are very excited to introduce Catalog<\/a>, a brand new way for you to radically enhance your marketing campaigns using individualized content.<\/p>\r\n<h3>What Is Catalog?<\/h3>\r\n<p>Catalog is a new way to use metadata for deep personalization at database-wide scale. Metadata personalization on elements like prices, images, location and other descriptions opens up a new realm of enhanced marketing possibilities. Catalog quickly builds relevant content, offers, and product recommendations from marketer-selected metadata criteria to create highly personalized campaign content.<\/p>\r\n<p>Personalized content lists are created as Collections, and generated from the Catalog Collection Builder. Designed for the modern marketer, the Collection Builder UI is one of its kind and segments metadata criteria for building customized content.<\/p>\r\n<p>Catalog\u2019s strength lies in its ability to create dynamic product recommendations that are particularly resonant to specific audience segments. As seen below, you can segment on any type of criteria in the Collection Builder, like location and rating.<\/p>\r\n\r\n[caption id=\"attachment_7315\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7315 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/Catalog-Restaurants-Near-You.png\" alt=\"Catalog Collection Builder\" width=\"1600\" height=\"862\" \/> <em>Segmenting criteria in the Collection Builder within Catalog<\/em>[\/caption]\r\n\r\n<h3>What Are the Benefits of Using Catalog?<\/h3>\r\n<ol>\r\n\t<li><strong>Content Personalization:<\/strong> Catalog empowers marketers to build their own dynamic product recommendations that are attuned to each customer, without reliance on outside teams. Now, Iterable makes it possible for marketers to build individualized campaigns using the metadata that brands already possess!<\/li>\r\n\t<li><strong>Geo-Bound Experiences:<\/strong> Marketers can build recommendations on any criteria they choose, including geolocation data. Whether this is creating flight deals near you or selling new homes located in San Francisco, Catalog can easily create geo-bound experiences that are uniquely tailored to each and every one of your users.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Usability and Efficiency:<\/strong> Catalog\u2019s powerful capabilities stems from its usability and efficiency. Being able to build modifiable Collections in a matter of minutes for specific content blocks or audience segments is a game-changer for our customers. This alone completely reshapes traditional content and campaign offerings. Instead of being personalized to a segment of users, Catalog\u2019s scope offers the flexibility for marketers to generate different collections of personalized content to different individuals within the same workflow.<\/li>\r\n<\/ol>\r\n<h3>How Can You Use Catalog?<\/h3>\r\n<p>Let\u2019s walk through an example. Imagine you are a food delivery business that wants to showcase the most popular restaurants to customers. Each of your users maintain their own preferences, live in different locations, and have different dietary restrictions. How can you use Catalog to personalize restaurant recommendations using these specific attributes?<\/p>\r\n<p>Here\u2019s how.<\/p>\r\n<p>In this case, you\u2019ll create the category \u201cRestaurants\u201d using Collection Builder and segment on the specific sets of criteria you would like to include\u2014criteria like restaurant ratings, popularity scores, or even geolocation data. An individualized content recommendation could be: \u201cvegetarian restaurants with a rating of 9 that are located near me.\u201d<\/p>\r\n<p>Based on the specific criteria, you can generate lists of restaurants that complement your customers\u2019 profile data in a matter of minutes. And the options are limitless.<\/p>\r\n<p>You want to create a new Catalog item, but this time on menu dishes? Yes, that\u2019s possible, too!<\/p>\r\n<p>How about segmenting by restaurants near your customer? Not a problem.<\/p>\r\n\r\n[caption id=\"attachment_7316\" align=\"alignnone\" width=\"512\"]<img class=\"wp-image-7316 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/Catalog-Use-Cases.png\" alt=\"Catalog Use Cases\" width=\"512\" height=\"187\" \/> <em>Food delivery use case showcasing Catalog, Collection Builder, and Collections<\/em>[\/caption]\r\n\r\n<p>In addition to food and beverage, Catalog\u2019s use cases span multiple industries, including retail and e-commerce, health and wellness, marketplaces, travel, and more.<\/p>\r\n<h3>Why Catalog?<\/h3>\r\n<ol>\r\n\t<li><strong>Individualized recommendations:<\/strong> Marketers have the ability to create real-time product recommendations based on geolocation data in Catalog. Whether you want to find running trails near you or recommend a housing listing that is 15 miles radius from you, Catalog gives you the power to create individualized recommendations quickly!<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Platform-native UI:<\/strong> The Collection Builder UX is unique to Iterable. No other growth marketing platform in the market can provide the ease of use and flexibility of Catalog, all within the Iterable platform.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Marketer empowerment:<\/strong> Traditionally, marketers must rely on their engineering and data science teams to create dynamic product recommendations. However, Catalog\u2019s usability is designed for the modern marketer to filter criteria and create Collections easily without any technical assistance.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Additional testing depth:<\/strong> Catalog can greatly expand your A\/B testing strategy. Creating multiple Collections let\u2019s you generate and test different dynamic content experiences to audience segments. Instead of testing on what message is best for your brand, you can now test which of your different values matter most to your customers.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Out-of-the-box functionality:<\/strong> Time to value is a huge differentiator for Catalog. Being able to create Collections for a variety of use cases empowers the marketer to unlock their creativity and richer level of personalized nuance into their customers\u2019 campaign experiences.<\/li>\r\n<\/ol>\r\n<p>Unlocking individualization for your users has always a daunting task. With Catalog, marketers have more flexibility and creative capability than ever. To learn more about Catalog and how to create dynamic product recommendations, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blog&amp;utm_medium=brand\">sign up for a custom demo<\/a> today.<\/p>","post_title":"Catalog: The Next Generation of Personalized Content Experiences","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"catalog-personalized-content-experiences","to_ping":"","pinged":"","post_modified":"2019-09-12 09:03:15","post_modified_gmt":"2019-09-12 16:03:15","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=7311","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/"},{"ID":7324,"post_author":"43","post_date":"2019-09-11 09:50:18","post_date_gmt":"2019-09-11 16:50:18","post_content":"<p><span style=\"font-weight: 400\">The holiday shopping season is just around the corner and <\/span><span style=\"font-weight: 400\">if you\u2019re like most email marketers, you\u2019re already busy planning for this pivotal time of year. In this live webinar, Iterable\u2019s Seth Charles and 250ok\u2019s Anthony Chiulli will help prepare you for a successful email marketing season by sharing tips to optimize delivery, reach, and conversions with your customers.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Here\u2019s what you\u2019ll learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Data hygiene and appropriate list acquisition tactics<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Sending infrastructure preparation<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Content and branding strategies<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Mail volume and sending frequency tips<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Segmentation and targeting considerations<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Monitoring, reporting, and deliverability mitigation advice\u00a0<\/span><\/li>\r\n<\/ul>","post_title":"Take It From the Pros: Advice to Make This Holiday Season Everything Nice","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"advice-to-make-this-holiday-season-everything-nice","to_ping":"","pinged":"","post_modified":"2020-02-19 09:58:18","post_modified_gmt":"2020-02-19 17:58:18","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=7324","menu_order":27,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/advice-to-make-this-holiday-season-everything-nice\/"},{"ID":7321,"post_author":"46","post_date":"2019-09-09 15:24:19","post_date_gmt":"2019-09-09 22:24:19","post_content":"<p>All marketers want to elevate their personalization game, but few have the resources to do it. That\u2019s why we\u2019re unveiling Catalog! There\u2019s never been an easier way to use your contextual metadata and achieve new levels of personalization.\u00a0\u00a0<\/p>\r\n<p>Watch the recording to hear how Anthony Easton, Head of Audience Development at The Dyrt, is leveraging Catalog to personalize messaging that\u2019s as unique as their 35,000+ different properties.<\/p>\r\n<p><strong>Top Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>Get a sneak-peek into the Collection Builder UI<\/li>\r\n\t<li>Learn how to leverage geo-location for deeper personalization<\/li>\r\n\t<li>See how you can create your own individualized recommendations<\/li>\r\n\t<li>Generate new ideas for your own experimentation and testing<\/li>\r\n<\/ul>","post_title":"Using Catalog to Play Campground Matchmaker","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"using-iterables-catalog-to-play-campground-matchmaker","to_ping":"","pinged":"","post_modified":"2020-11-10 22:45:36","post_modified_gmt":"2020-11-11 06:45:36","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=7321","menu_order":28,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/using-iterables-catalog-to-play-campground-matchmaker\/"},{"ID":7296,"post_author":"26","post_date":"2019-09-04 10:54:36","post_date_gmt":"2019-09-04 17:54:36","post_content":"<p>Like experimenting in the kitchen, there\u2019s more than one way to cook up an amazing marketing campaign.<\/p>\r\n<p>Leaning on years of experience observing, developing, and testing thousands of cross-channel messages, we\u2019ve deconstructed six popular lifecycle campaigns down to their core ingredients.<\/p>\r\n<p>Watch our cross-channel and mobile marketing MasterChefs and expect to come away with:<\/p>\r\n<ul>\r\n\t<li>New perspective on some of the most-utilized campaigns marketers implement across the customer lifecycle<\/li>\r\n\t<li>Email, push &amp; SMS examples of 5-star brands to inspire you<\/li>\r\n\t<li>Pro tips for kicking your marketing messages up a notch<\/li>\r\n<\/ul>","post_title":"6 Recipes to Spice Up Your Cross-Channel Marketing Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"6-recipes-to-spice-up-your-cross-channel-marketing-campaigns","to_ping":"","pinged":"","post_modified":"2020-11-10 22:45:22","post_modified_gmt":"2020-11-11 06:45:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=7296","menu_order":31,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/6-recipes-to-spice-up-your-cross-channel-marketing-campaigns\/"},{"ID":7269,"post_author":"35","post_date":"2019-08-29 10:00:40","post_date_gmt":"2019-08-29 17:00:40","post_content":"<p>Television broadcast news is still a <a href=\"https:\/\/www.niemanlab.org\/2019\/02\/local-tv-is-still-the-most-trusted-source-of-news-so-how-do-you-collaborate-with-a-station\/\" target=\"_blank\" rel=\"noopener noreferrer\">trusted source of news in America<\/a>. However, viewership has been steadily dropping for years, especially when you look at changing demographics. The <a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/3\/2019\/04\/millennials-on-millennials-news-consumption-report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">monthly reach for television news<\/a> to viewers 38+ years old is a whopping 90%, but for viewers between 21 and 37 years old, this number drops to 61%.<\/p>\r\n<p>Simply put, millennials aren\u2019t watching television news (except for <a href=\"https:\/\/qz.com\/1383734\/even-millennials-turn-to-tv-news-for-breaking-news-nielsen-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">breaking news<\/a>). Add it to the list of <a href=\"https:\/\/www.businessinsider.com\/millennials-are-killing-list-2017-8\" target=\"_blank\" rel=\"noopener noreferrer\">industries being destroyed<\/a> by the oft-maligned generation.<\/p>\r\n<p>That said, it\u2019s not as if millennials are not consuming news content; it\u2019s just a matter of how.\u00a0Adults ages 21 to 37 are <a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/3\/2019\/04\/millennials-on-millennials-news-consumption-report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">digitally-focused<\/a>, with 36% of consumers in this age group using solely digital means to consume their news (compared with only 9% for consumers aged 38 and above).<\/p>\r\n<p>And now that <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/07\/17\/use-of-mobile-devices-for-news-continues-to-grow-outpacing-desktops-and-laptops\/\" target=\"_blank\" rel=\"noopener noreferrer\">58% of adults<\/a> get their news on mobile\u2014a figure that has tripled since 2013\u2014the path forward for media organizations is clearly digitally-focused.<\/p>\r\n<p>In order to stay relevant, broadcast news organizations must embrace a seamless customer experience across all channels available to their audiences, from personalized emails and mobile preference centers to individualized promotions and premium subscription incentives.<\/p>\r\n<p>Many other news providers have made digital transformations with <a href=\"https:\/\/iterable.com\/blog\/top-us-newspapers-teardowns\/\" target=\"_blank\" rel=\"noopener noreferrer\">varying degrees of success<\/a>. We had to see for ourselves if the American broadcast affiliates are effectively adapting in the world of cross-channel customer engagement.<\/p>\r\n<h3>User Engagement Teardown: U.S. Broadcast News<\/h3>\r\n<p>In our latest User Engagement Teardown, we take a look at three leading U.S. broadcast news organizations: <a href=\"https:\/\/www.foxnews.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fox News<\/a>, <a href=\"https:\/\/www.cbsnews.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">CBS News<\/a>, and <a href=\"https:\/\/www.nbcnews.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">NBC News<\/a>. We wanted to understand how each publication curated the news according to user preferences and incentivized subscriptions through promotional campaigns.<\/p>\r\n<p>Our research consisted of subscribing to each publication\u2019s email and mobile messaging for a three-week span at the end of June 2019.\u00a0\u00a0<\/p>\r\n<p>During these three weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, signed up for various newsletters, and abandoned shopping carts when signing up for premium subscriptions.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these organizations are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/BuHqHhjIiJXxXQ\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p><em>Note: Fox News, CBS News, and NBC News\u00a0are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at <a href=\"https:\/\/iterable.com\/blog\/top-us-newspapers-teardowns\/\" target=\"_blank\" rel=\"noopener noreferrer\">leading U.S. newspapers<\/a> and a <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Friday<\/a> retail showdown) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources page<\/a>.<\/p>","post_title":"U.S. Broadcast News: Whose Marketing Earns the Feature Story?","post_excerpt":"We recently studied the cross-channel marketing of top U.S. broadcast news organizations to see whose messaging inspires a premium subscription.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-us-broadcast-news-teardown","to_ping":"","pinged":"","post_modified":"2019-08-29 10:00:40","post_modified_gmt":"2019-08-29 17:00:40","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=7269","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-us-broadcast-news-teardown\/"},{"ID":7188,"post_author":"17","post_date":"2019-08-05 10:17:37","post_date_gmt":"2019-08-05 17:17:37","post_content":"","post_title":"Fender Case Study","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"fender-case-study","to_ping":"","pinged":"","post_modified":"2019-08-05 10:24:37","post_modified_gmt":"2019-08-05 17:24:37","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/wp-content\/uploads\/2019\/08\/Fender-Case-Study.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/fender-case-study\/"},{"ID":6928,"post_author":"7","post_date":"2019-07-29 10:06:27","post_date_gmt":"2019-07-29 17:06:27","post_content":"<p>In this ongoing series, we\u2019ll be \u201cunboxing\u201d must-have email campaigns vital to any successful marketing program.<\/p>\r\n<p>We started with <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">Welcome Messages<\/a>, so the next logical step is to focus on what comes next for new subscribers: Onboarding.<\/p>\r\n<h3>Don\u2019t Assume You Have Them at Hello<\/h3>\r\n<p>Many brands send a welcome email to new subscribers or customers and stop there. But don\u2019t assume you \u201chave them\u201d at hello! By not following your welcome campaign with an onboarding series, you\u2019re missing a golden opportunity to solidify channel engagement, grow customer loyalty, and prompt first or repeat purchases.<\/p>\r\n<p>Onboarding campaigns build on the strong foundation laid by your welcome campaign. In fact, brands which deploy a Welcome Series are essentially combining welcome and onboarding efforts into a single, multi-message campaign, and if this seamless transition from welcome to onboarding works for you, we highly endorse it.<\/p>\r\n<p>Onboarding messages take the familiarity, appreciation, engagement and trust initiated in welcome messages to the next level, plus provide early response history and help you gather more data about your new subscribers. And as we know, the more data you have, the more personalized, customized and relevant your campaigns can be.<\/p>\r\n<p>The verdict is in on the power of welcome and onboarding campaigns, which both fall under the category of triggered email made possible by marketing automation.<\/p>\r\n<p>According to Internet Retailer, merchants that send a welcome series see 13% more revenue than those sending a single message. Automated emails get 53% more conversion than stand-alone, broadcast campaigns, and open rates for automated email are 95% higher than for traditional messages.<\/p>\r\n<p>Just as your welcome campaign should have stated goals and be intentionally designed to accomplish them, each message of your onboarding campaign should have a specific objective. Every email in the series you design has a unique job to do.<\/p>\r\n<p>Keep reading to understand the five essential ingredients of all onboarding campaigns. Want even more advanced tactics? Download our latest guide, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\">Unboxing Must-Have Marketing Campaigns: Onboarding Series<\/a>.<\/p>\r\n<h3>5 Essential Ingredients for Amazing Onboarding Campaigns<\/h3>\r\n<h4>1. Orient Newcomers\u2028 to Your Brand<\/h4>\r\n<p>Ask yourself this question: is it safe to assume a new email subscriber or customer knows her way around your brand? Your site? Your physical store? Probably not.<\/p>\r\n<p>So, one of the first objectives of any good onboarding campaign is providing guidance and orientation to your world.<\/p>\r\n<p>Just as you wouldn\u2019t assume a first-time visitor to a shopping mall, airport, or country to know the landscape, you shouldn\u2019t assume a new email subscriber knows yours. In fact, the broader your array of products and services, the wider the variety of benefits you offer, the more orientation your newcomers will need.<\/p>\r\n<p>In those instances, longer onboarding series (5+ messages) are completely justifiable and useful because it takes at least that much messaging bandwidth to incrementally communicate a benefits roadmap in a way that\u2019s clear and logical.<\/p>\r\n<p><a href=\"https:\/\/www.aarp.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">AARP<\/a> is a perfect example of a brand that justifiably needs a longer onboarding series. The organization offers a broad and deep array of member benefits ranging from insurance to financial planning to travel to health and wellness, plus articles, videos and other content in each of these categories.<\/p>\r\n<p>There\u2019s no way they could possibly cover all that ground in a single welcome message, and they need to ensure new members understand the full breadth of benefits and take advantage of them.<\/p>\r\n<p>That\u2019s why their 6-message onboarding series (sent after a new member welcome email deploys) takes its time detailing member benefits and content category-by-category, even following-up nearly six months later with a final message to make sure subscribers get all they need.<\/p>\r\n\r\n[caption id=\"attachment_7135\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-7135 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-1-AARP.png\" alt=\"AARP Onboarding Series\" width=\"974\" height=\"560\" \/> <em>AARP Onboarding Series<\/em>[\/caption]\r\n\r\n<p>A brilliant move and a good reminder that if your onboarding series is longer and content-heavy like this, you\u2019ll want a capstone message at the end to sum things up.<\/p>\r\n<h4>2. Build Cross-Channel Connections\u2028<\/h4>\r\n<p>Your onboarding series is your up-front chance to establish connections in other digital channels. You\u2019ve welcomed your new member to email\u2014now invite them to connect in related channels, especially social and mobile.<\/p>\r\n<p>If you acquired your new subscriber through the web, invite them to download your mobile app if you have one. Whether they came to you through mobile or web, invite them to connect on social media.<\/p>\r\n<p>The following example from <a href=\"https:\/\/shop.nordstrom.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nordstrom<\/a> is an excellent illustration of inviting both mobile app download and social network connections.<\/p>\r\n\r\n[caption id=\"attachment_7138\" align=\"alignnone\" width=\"474\"]<img class=\"wp-image-7138 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-2-Nordstrom.png\" alt=\"Nordstrom\u2019s \u201cConnect With Us\u201d Cross-Channel Onboarding Email\" width=\"474\" height=\"1134\" \/> <em>Nordstrom\u2019s \u201cConnect With Us\u201d Cross-Channel Onboarding Email<\/em>[\/caption]\r\n\r\n<p>In case you haven\u2019t heard it before, a multi-channel customer is always worth more than a single-channel customer (cross-channel merchants have known this for years, which is why they still send catalogs despite having robust e-commerce sites and retail store footprints).<\/p>\r\n<p>The same holds true online: an omni-connected subscriber, user or customer is more valuable than one limited to a single channel, because if you lose a connection in one channel, then it survives in the others.<\/p>\r\n<h4>3. Enable Behavioral Profiling\u2028<\/h4>\r\n<p>One of your onboarding campaign\u2019s superpowers is delivering an early-stage look at subscriber response behavior and preferences. Because of the multi-message nature of an onboarding series, it provides multiple opportunities for recipients to open, click-on, and convert from email, which means you\u2019ll rapidly get a look at the product\/service\/content categories each person is most interested in.<\/p>\r\n<p>This, in turn, enables you to tailor future messages on a 1:1 basis, specifically to individual subscriber interests. It also enables automation so you can kick-off nurturing or drip series most closely aligned with their interests.<\/p>\r\n<p>This practice is known as behavioral profiling\u2014meaning you allow your email subscribers to show you through their open, click and conversion behavior what resonates with them. Use actual recipient behavior to guide your sending and targeting decisions as you go forward.\u00a0<\/p>\r\n<p>But, don\u2019t limit behavior tracking to just email opens and clicks! Be sure to track behavior all the way through to web and\/or mobile site visits and even offline transactions.<\/p>\r\n<p>Take a look at the following message from women\u2019s retail apparel brand <a href=\"https:\/\/www.johnnywas.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Johnny Was<\/a> (the second in their 3-part onboarding series). They offer four distinct product category areas to explore\u2014Tops, Dresses, Jackets, and Bottoms\u2014plus links for the catalog and for gifts.<\/p>\r\n\r\n[caption id=\"attachment_7139\" align=\"alignnone\" width=\"345\"]<img class=\"wp-image-7139 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-3-Johnny-Was.png\" alt=\"Johnny Was Onboarding Email With Product Categories\" width=\"345\" height=\"1260\" \/> <em>Johnny Was Onboarding Email With Product Categories<\/em>[\/caption]\r\n\r\n<p>They\u2019re likely using this data to discern subscriber preferences and patterns, which ensures, for example, that the next time they have a sale on dresses they can selectively target those who clicked on dress pages or better yet, bought a dress.<\/p>\r\n<h4>4. Gather Self-Reported Data\u2028<\/h4>\r\n<p>While behavioral profiling provides inferred data\u2014a helpful directional indicator\u2014what\u2019s even more powerful is voluntarily self-reported data subscribers offer up on their own.<\/p>\r\n<p>If you allow data gathering through a subscriber preferences or customer profile center, make sure one of your onboarding steps invites new subscribers to tell you more about themselves and what they like.<\/p>\r\n<p>Psychologically, this leads to a positive mirroring effect: you ask what someone wants, they tell you, you deliver according to their request, and they feel validated and rewarded which makes them more receptive and trusting to ongoing offers and invitations to engage.<\/p>\r\n<p>See how <a href=\"https:\/\/www.totalwine.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Total Wine &amp; More<\/a> does it in the second message of their new email subscriber onboarding series below?<\/p>\r\n\r\n[caption id=\"attachment_7136\" align=\"alignnone\" width=\"502\"]<img class=\"wp-image-7136 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-4-Total-Wine.png\" alt=\"Total Wine &amp; More \u201cPersonalize Your Preferences\u201d Email\" width=\"502\" height=\"631\" \/> <em>Total Wine &amp; More \u201cPersonalize Your Preferences\u201d Email<\/em><span style=\"font-size: 16px\">\u00a0<\/span>[\/caption]\r\n\r\n<p>This is exactly what we as marketers want, so don\u2019t miss the opportunity to proactively ask new subscribers to tell you their wants and needs right from the get-go.<\/p>\r\n<h4>5. Include a Bounceback\/First Purchase Offer\u2028<\/h4>\r\n<p>Naturally, if you've already bought from a site like <a href=\"https:\/\/www.ebags.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">eBags<\/a>, their new subscriber welcome and onboarding messages aren\u2019t going to be aimed at getting you to make a first purchase (the common case when people sign up for email to get incentives or enter a sweepstakes, etc.), but they should capitalize on the chance to get you to make a follow-up purchase.<\/p>\r\n\r\n[caption id=\"attachment_7140\" align=\"alignnone\" width=\"460\"]<img class=\"wp-image-7140 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-5-eBags.png\" alt=\"eBags Bounceback Offer\" width=\"460\" height=\"1231\" \/> <em>eBags Bounceback Offer<\/em>[\/caption]\r\n\r\n<p>An onboarding series is the perfect opportunity to include either a bounceback or first purchase offer. If the new subscriber hasn\u2019t bought yet, then make sure your final message (or a creative block present in the template for the entire series) includes an intro offer inviting the first purchase.<\/p>\r\n<p>If the new subscriber did buy, give them an offer to \u201cbounce back\u201d and buy again, but make it really worth their while. An effective bounceback offer is always more lucrative than your typical customer acquisition offers and isn\u2019t the type of deal or discount you\u2019d use every day.<\/p>\r\n<h3>Advanced Approaches to Onboarding<\/h3>\r\n<p>Now that you know the five essential ingredients for an amazing onboarding series, you have a lot of decisions to make. The nature of your business should also inform what you include and your message cadence.<\/p>\r\n<p>Go beyond the basics and <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to learn more advanced onboarding email tactics and sequencing approaches to consider for your message cadence.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\"><img class=\"alignnone wp-image-7153 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_Onboarding-WP_Blog-CTA-Banner_620x240.png\" alt=\"Unboxing Must-Have Onboarding Email Campaigns\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Onboarding Campaigns: Don't Assume You Have Them at Hello","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"unboxing-onboarding-campaigns","to_ping":"","pinged":"","post_modified":"2020-08-03 14:37:02","post_modified_gmt":"2020-08-03 21:37:02","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=6928","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/unboxing-onboarding-campaigns\/"},{"ID":7121,"post_author":"35","post_date":"2019-07-25 09:11:34","post_date_gmt":"2019-07-25 16:11:34","post_content":"<p>Extra! Extra! Journalism is dying!\u00a0<\/p>\r\n<p>Well...<a href=\"https:\/\/www.google.com\/search?q=journalism+is+dying&amp;oq=journalism+is+dying&amp;aqs=chrome..69i57j0l5.3166j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">not really<\/a>, but the name of the news game has changed drastically in the last few decades with the advent of the digital age.\u00a0<\/p>\r\n<p>As of 2018, <a href=\"https:\/\/www.journalism.org\/2018\/09\/10\/news-use-across-social-media-platforms-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">68% of Americans<\/a> get their news at least occasionally from social media. And news consumption is no longer confined to the television or desktop; it\u2019s <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/07\/17\/use-of-mobile-devices-for-news-continues-to-grow-outpacing-desktops-and-laptops\/\" target=\"_blank\" rel=\"noopener noreferrer\">shifting<\/a> to a more mobile medium.<\/p>\r\n<p>News outlets aren\u2019t only dealing with changes in consumption methods, but also preferences. Coverage of a specific topic is the <a href=\"https:\/\/www.americanpressinstitute.org\/publications\/reports\/survey-research\/paying-for-news\/\" target=\"_blank\" rel=\"noopener noreferrer\">top reason<\/a> people subscribe to an outlet. And with <a href=\"https:\/\/www.americanpressinstitute.org\/publications\/reports\/survey-research\/americans-and-the-news-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">42% of the public<\/a> thinking news outlets too often veer into commentary, news-seekers are getting pickier with their outlet choices.<\/p>\r\n<p>Really, it means the keys to survival are accurate reporting and personalization. People want trustworthy news on their device of choice in their topic of choice.\u00a0<\/p>\r\n<p>The rest is noise.\u00a0<\/p>\r\n<p>But, it is the job of news outlets to inform and educate. That means curating quality content to educate audience members about breaking news stories and top headlines, in addition to topics of interest.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/4-steps-breaking-down-silos\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization across multiple channels<\/a> accounts for this, as users can decide which topics reach the devices of their choosing. Add in specialized incentives for subscription and the path to success is there.\u00a0<\/p>\r\n<h3>User Engagement Teardown: U.S. Newspapers<\/h3>\r\n<p>In our latest User Engagement Teardown, we take a look at four leading U.S. newspapers: <a href=\"https:\/\/www.wsj.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Wall Street Journal<\/a>, <a href=\"https:\/\/www.washingtonpost.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Washington Post<\/a>, <a href=\"https:\/\/www.nytimes.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The New York Times<\/a>, and <a href=\"https:\/\/www.usatoday.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">USA Today<\/a>. We wanted to understand how each publication addressed user preferences and incentivized subscriptions through promotional campaigns.\u00a0\u00a0<\/p>\r\n<p>Our research consisted of subscribing to each publication\u2019s communications for a three-week span at the end of June 2019.\u00a0\u00a0<\/p>\r\n<p>During these three weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, signed up for newsletters, and abandoned shopping carts when signing up for premium subscriptions.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these organizations are doing well and what areas could use improvement.<\/p>\r\n<p>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/2HphGY4L1QPsOk\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p><em>Note: The Wall Street Journal, The Washington Post, The New York Times, and USA Today are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at the <a href=\"https:\/\/iterable.com\/blog\/top-home-decor-brands\/\" target=\"_blank\" rel=\"noopener noreferrer\">home decor<\/a> industry and a <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Friday<\/a> showdown) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources page<\/a>.<\/p>","post_title":"Top U.S. Newspapers: Who Sits Above the Fold?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-us-newspapers-teardowns","to_ping":"","pinged":"","post_modified":"2019-07-25 10:22:34","post_modified_gmt":"2019-07-25 17:22:34","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=7121","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-us-newspapers-teardowns\/"},{"ID":7057,"post_author":"10","post_date":"2019-07-15 14:48:55","post_date_gmt":"2019-07-15 21:48:55","post_content":"<p>Experience is everything these days. It\u2019s rare for a brand to have enough product or service differentiation to stand out and get successfully adopted by customers.<\/p>\r\n<p>As markets become saturated with more competition, brands must stand out by delivering delightful experiences that engage and retain customers. Successful companies wow their customers with intuitive, valuable experiences in addition to powerful, feature-rich functionality.<\/p>\r\n<p>Two out of three consumers report they <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/experience-impact\" target=\"_blank\" rel=\"noopener noreferrer\">value the experiences<\/a> from brands over price, pushing focus further on fulfilling their customers\u2019 needs. Customers have come to expect intuitive, delightful design in all user experiences, especially digital ones. Our goal is always to continue to raise the bar.<\/p>\r\n<h3>Look Inward to Grow Outward<\/h3>\r\n<p>We\u2019ve been busily working toward making our platform easier to use throughout <a href=\"https:\/\/iterable.com\/blog\/iterable-series-c\/\" target=\"_blank\" rel=\"noopener noreferrer\">our growth as a company<\/a>. Mary Meeker\u2019s <a href=\"https:\/\/www.kleinerperkins.com\/perspectives\/internet-trends-report-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">2018 Internet Trends<\/a> highlighted that \u201ceasy-to-use products [are] becoming pervasive,\u201d validating our pursuit of a more intuitive user experience inside Iterable.<\/p>\r\n<p>We\u2019ve been leaning into our customers' own user experiences to prioritize new ways of improving our platform. I\u2019ve personally spent hundreds of hours with our customers at their offices, coffee shops, and virtually on Zoom, watching them use our new product UX and providing real-time feedback about how we can improve it.<\/p>\r\n<p>From that, we\u2019ve developed some exciting enhancements centered around three key tenets of platform ease: control, clarity, and creation.<\/p>\r\n<h4>1. Control<\/h4>\r\n<p>Having total control over who has access to your Iterable project was a little challenging\u2014we wanted to change that. Account oversight is a necessary part of marketing collaboration, and it should be a simple and intuitive process.<\/p>\r\n<p>We\u2019ve decreased the time and effort required for admins to manage their colleagues\u2019 access to create better organization and governance at scale for our customers, large and small.<\/p>\r\n<p>With <strong>Organizational Management<\/strong>, we\u2019ve streamlined admins\u2019 user experiences\u2014adding new members to projects, editing roles, and revoking privileges just got easier.<\/p>\r\n<p><em><strong> Use Case: Organizational Management<\/strong><\/em><\/p>\r\n\r\n[caption id=\"attachment_7059\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7059 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Members-List.png\" alt=\"Members List view simplifies admin user experience\" width=\"1600\" height=\"802\" \/> <em>As someone who has managed these types of tools before, I love being able to see a list of everyone who has access to Iterable, filter by the project and role, search for my colleagues, and see when their account was created, last updated, and last logged in.<\/em>[\/caption] [caption id=\"attachment_7060\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7060 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Members-Detail.png\" alt=\"Member Details add clarity to admin user experience\" width=\"1600\" height=\"804\" \/> <em>Now, I can add a project and role assignment to any new members of this organization. This is what it looks like when I want to add myself as a new member of Iterable. As an admin, I can send an invitation to create an account on the Iterable platform. If the person I\u2019m inviting forgets to check their email, I can just resend the invite email with a click of the green \u201cSend Invitation\u201d button.<\/em>[\/caption]\r\n\r\n<h4>2. Clarity<\/h4>\r\n<p>Simplifying views was an important challenge for us to tackle. Time spent trying to find the workflow or campaign elements you want to refine, is time taken away from the creative process.<\/p>\r\n<p>We\u2019ve streamlined the workflow management user experience with our <strong>Expandable Workflow Campaign View<\/strong>.<\/p>\r\n<p>Expandable dropdowns appended to the parent workflows now reveal each of that workflow\u2019s associated campaigns. Simply click the caret to jump to any of the listed campaigns and start editing.<\/p>\r\n<p><strong><em>Use Case: Expandable Workflow Campaign View<\/em><\/strong><\/p>\r\n\r\n[caption id=\"attachment_7061\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7061 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Workflow-Threading.png\" alt=\"Expandable workflow list solves complex campaign user experience\" width=\"1600\" height=\"805\" \/> <em>As a former growth marketer, I would\u2019ve loved to able to see my July - UX Refresh Adoption Nurture workflow with the one email to our cat lover customers listed below with a preview of the template, campaign name, and which template I used. I can also see a list of all campaigns in the workflow, including ones I\u2019ve removed from the workflow when I click, \u201cView campaigns within workflow.\u201d<\/em>[\/caption]\r\n\r\n<p>Similarly, finding your marketing-critical templates just got easier!<\/p>\r\n<p><strong>Simplified Template Management<\/strong> consolidates the template view inside Iterable to create a more concise view of your base templates resulting in simplified navigation and a more intuitive user experience.<\/p>\r\n<p>A crystal clear view aligned with industry standards means easier template management and a more scalable way for brands to enforce consistent branding standards.<\/p>\r\n<p><em><strong>Use Case: Simplified Template Management<\/strong><\/em><\/p>\r\n\r\n[caption id=\"attachment_7062\" align=\"alignnone\" width=\"512\"]<img class=\"wp-image-7062 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Template-Management.png\" alt=\"Template management with Iterable\" width=\"512\" height=\"241\" \/> <em>With this simplified approach, I can update my \u201cBrand: Cats are better than Dogs\u201d template (aka, Base Template) so that any campaign manager can just copy from this updated one whenever they create one-off or workflow campaigns. For large and enterprise companies with many brands to manage, this makes it much easier to manage standardized base templates everyone can use in their campaigns.<\/em>[\/caption]\r\n\r\n<h4>3. Creation<\/h4>\r\n<p>Agility is a popular buzzword in the marketing community, but it rings true among those focused on growth. We\u2019re always looking for ways for customers to launch campaigns quicker, and we\u2019ve now developed a more efficient way to build and test.<\/p>\r\n<p>We\u2019ve optimized the way marketers edit the multiple campaign elements that comprise your Workflows.<\/p>\r\n<p>We\u2019ve introduced <strong>Contextual Template Builder &amp; Campaign Analytics<\/strong> and now editing node elements no longer requires toggling between different tabs to adjust elements\u2014now you can click into your different nodes to edit, analyze, or update campaign templates directly inside the Workflow without leaving the page.<\/p>\r\n<p><em><strong>Use Case: Contextual Template Builder &amp; Campaign Analytics<\/strong><\/em><\/p>\r\n\r\n[caption id=\"attachment_7063\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7063 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Campaign-Analytics.png\" alt=\"\" width=\"1600\" height=\"788\" \/> <em>This is a great update because now I can analyze my <strong>Welcome Campaign - Cat Astronaut<\/strong> directly in the workflow! I can quickly add the label for the brand \u201cCats are better than Dogs\u201d, and I can see that I set the campaign conversion event to be a Purchase with direct attribution. I love how easy it is to toggle between analyzing the campaign data, then editing the header font color to make it easier to read and click.<\/em>[\/caption] [caption id=\"attachment_7064\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7064 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Email-Editor.png\" alt=\"\" width=\"1600\" height=\"803\" \/> <em>I can also clone the workflow campaign and edit the campaign name, conversion tracking, labels, and template if I want to make it faster than ever to create and test multiple variations of the same welcome campaign!<\/em>[\/caption] [caption id=\"attachment_7065\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7065 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Campaign-Template.png\" alt=\"\" width=\"1600\" height=\"792\" \/> <em>This cat is so cute - I might as well update all future templates to use this new header and cat picture. Now that Iterable has made it easier to find and edit the templates that manage my <strong>Brand: Cats are better than Dogs<\/strong>, I can do that even faster than before.<\/em>[\/caption]\r\n\r\n<p>The way users were previously set up to test and preview in-app messages took a few too many steps.<\/p>\r\n<p>Now with <strong>Real-Time In-App Device Previews<\/strong>, you can generate device-specific iOS or Android in-app message previews from your browser.<\/p>\r\n<p>Marketers can quickly iterate on message design and performance without manually pushing previews to their own phones.<\/p>\r\n<p><em><strong>Use Case: Real-Time In-App Device Previews<\/strong><\/em><\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"3316\"]<img src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Screen-Shot-2019-07-11-at-5.45.10-PM-1.png\" alt=\"\" width=\"3316\" height=\"1916\" \/> <em>We wanted to speed up in-app and push template creation, offering new functionality in an approachable way to show Iterable has a powerful and flexible yet easy-to-use platform. Not having to preview from my personal device is a great time saver. <\/em>[\/caption]\r\n\r\n<h3>\u00a0<\/h3>\r\n<h3>What\u2019s Our Next Iteration?<\/h3>\r\n<p>Our customers\u2019 user experiences will always drive the way we develop, iterate, and adapt our platform to exceed their expectations.<\/p>\r\n<p>We\u2019ll continue to work directly with our customers in our vibrant <a href=\"https:\/\/community.iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a> and iterative user testing of everything from alpha stage prototypes to our production platform.<\/p>\r\n<p>Balancing Iterable\u2019s growth in tandem with the needs of our expansive customer base will be a challenge, but we know that we\u2019ll succeed as we focus on customer centricity, use design thinking to build empathy, and build products in a data-driven, agile way.<\/p>\r\n<p>Interested in learning more about all of Iterable\u2019s cool features and functionality? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">Join us for a demo today<\/a>!<\/p>","post_title":"Adapting and Iterating on Our User Experience","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"adapting-iterating-user-experience","to_ping":"","pinged":"","post_modified":"2019-07-17 09:14:02","post_modified_gmt":"2019-07-17 16:14:02","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=7057","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/adapting-iterating-user-experience\/"},{"ID":7051,"post_author":"10","post_date":"2019-07-11 08:38:45","post_date_gmt":"2019-07-11 15:38:45","post_content":"","post_title":"Case Study Madison Reed","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"case-study-madison-reed","to_ping":"","pinged":"","post_modified":"2019-07-11 09:00:13","post_modified_gmt":"2019-07-11 16:00:13","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Case-Study-Madison-Reed.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/case-study-madison-reed\/"},{"ID":6973,"post_author":"35","post_date":"2019-06-26 11:14:26","post_date_gmt":"2019-06-26 18:14:26","post_content":"<p>Much like the rest of the <a href=\"https:\/\/cdn.businessoffashion.com\/reports\/The_State_of_Fashion_2019.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">global fashion industry<\/a>, there is quite the brawl happening in the United Kingdom for brand supremacy within retail and e-commerce. With \u00a332.3\u2005billion at stake, it\u2019s no wonder considering how <a href=\"https:\/\/www.standard.co.uk\/fashion\/uk-fashion-industry-32-billion-uk-economy-british-fashion-council-caroline-rush-a3934781.html\" target=\"_blank\" rel=\"noopener noreferrer\">lucrative the fashion retail industry<\/a> is in the U.K.\u00a0<\/p>\r\n<p>The struggle for brands is standing above the crowd.<\/p>\r\n<p>Since consumers can\u2019t possibly interact with every retailer, it\u2019s up to marketers to earn that extra sliver of the spotlight.\u00a0<\/p>\r\n<p>To get that extra visibility, marketers must master the <a href=\"https:\/\/velocitize.com\/2018\/02\/12\/goldilocks-principle-agencies-can-get-digital-just-right\/\" target=\"_blank\" rel=\"noopener noreferrer\">Goldilocks Effect<\/a> by honing their <a href=\"https:\/\/iterable.com\/blog\/platform-migration-guide-part-1\/\" target=\"_blank\" rel=\"noopener noreferrer\">messaging strategy<\/a>. They have to put the right information in front of consumers without <a href=\"https:\/\/iterable.com\/webinars\/message-frequency-tackling-the-touchy-topic-of-over-messaging-customers\/?utm_medium=TOFU-content&amp;utm_source=Iterable&amp;utm_campaign=uk-retail-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">over- or underwhelming them<\/a>.\u00a0\u2028<\/p>\r\n<p>The key is using behavioral data to create <a href=\"https:\/\/iterable.com\/blog\/3-benefits-upgrading-modern-esp\/\" target=\"_blank\" rel=\"noopener noreferrer\">one-to-one conversations<\/a> with each individual subscriber\u2014at a massive scale.<\/p>\r\n<p>By embracing cross-channel marketing and focusing on hyper-personalized content, marketers can master cadence, channel type, and more to create a cohesive <a href=\"https:\/\/iterable.com\/blog\/customer-experience-cx-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience<\/a>.<\/p>\r\n<h3>User Engagement Teardown: U.K. Retail<\/h3>\r\n<p>In our last User Engagement Teardown, we looked at a <a href=\"https:\/\/iterable.com\/blog\/apparel-marketing-haute-or-not\/\" target=\"_blank\" rel=\"noopener noreferrer\">few American retailers<\/a>. This time around, we hopped across the pond to check out four leaders in the U.K. retail and e-commerce market: <a href=\"https:\/\/www.marksandspencer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marks &amp; Spencer<\/a>, <a href=\"https:\/\/us.asos.com\/women\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS<\/a>, <a href=\"https:\/\/www.boohoo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">boohoo<\/a>, and <a href=\"https:\/\/www.topshop.com\/?internationalRedirect=geoIPModal-tsus\" target=\"_blank\" rel=\"noopener noreferrer\">Topshop<\/a>. We wanted to understand how each brand addressed customer preferences and kept users engaged with their online stores.\u00a0<\/p>\r\n<p>Our research consisted of subscribing to each retailer\u2019s communications for a two-week span\u2014the last week of May and the first week of June, including the May 27th Bank Holiday.\u00a0<\/p>\r\n<p>During these two weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/aD8nzkWocUNjdO\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p><em>Note: Marks &amp; Spencer, ASOS, boohoo, and Topshop are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at the <a href=\"https:\/\/iterable.com\/blog\/top-home-decor-brands\/\" target=\"_blank\" rel=\"noopener noreferrer\">home decor industry<\/a> and a <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Friday showdown<\/a>) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page.<\/p>\r\n<p>Learn even more about cross-channel engagement in the retail industry with our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/ue-retail-report\/?utm_medium=TOFU-content&amp;utm_source=Iterable&amp;utm_campaign=uk-retail-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">2019 All Things Retail Report<\/a>.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/ue-retail-report\/?utm_medium=TOFU-content&amp;utm_source=Iterable&amp;utm_campaign=uk-retail-teardown\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-5840 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-EMAIL-BANNER.png\" alt=\"All Things Retail CTA Banner\" width=\"600\" height=\"300\" \/><\/a><\/p>","post_title":"Top U.K. Retailers: Who\u2019s Got the Proper Fit?","post_excerpt":"In our latest User Engagement Teardown, we hop across the pond to check out four leaders in U.K. retail: Marks & Spencer, ASOS, boohoo, and Topshop.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-uk-retailers","to_ping":"","pinged":"","post_modified":"2019-06-26 11:14:26","post_modified_gmt":"2019-06-26 18:14:26","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=6973","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-uk-retailers\/"},{"ID":6888,"post_author":"26","post_date":"2019-06-04 13:34:03","post_date_gmt":"2019-06-04 20:34:03","post_content":"<p><span style=\"font-weight: 400\">We recently had an internal debate around the touchy topic of over-messaging (and under-messaging) users and subscribers. It led to some pretty interesting ideas, examples, and conclusions, and we\u2019d love to share them with you.<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Please join Jen Capstraw (Iterable\u2019s email expert) and Tasmin Singh (Iterable\u2019s mobile expert) for a webinar that will feature:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Insights on the most common frequency fails across email and mobile channels<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Advice you can take to better optimize your frequency strategy<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Lots of examples, both inspirational and not-so-inspirational<\/span><\/li>\r\n<\/ul>","post_title":"Message Frequency: Tackling the Touchy Topic of Over-Messaging Customers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"message-frequency-tackling-the-touchy-topic-of-over-messaging-customers","to_ping":"","pinged":"","post_modified":"2020-02-19 09:56:14","post_modified_gmt":"2020-02-19 17:56:14","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6888","menu_order":33,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/message-frequency-tackling-the-touchy-topic-of-over-messaging-customers\/"},{"ID":6866,"post_author":"26","post_date":"2019-05-30 14:34:07","post_date_gmt":"2019-05-30 21:34:07","post_content":"<p>No matter the industry or product, the days of first name being synonymous with personalization are long gone. Email hasn't died, but it certainly has matured. Learn new tactics to optimize your email communications with more subtle, but extremely effective targeting.<\/p>\r\n<p>Watch our webinar and come away with best practices and tips for delivering personalized content through our Shopify integration.<\/p>\r\n<p>The Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>Steps you can take to immediately increase the value and impact of your email communications<\/li>\r\n\t<li>Tips for collaborating with your development team, Iterable, and key stakeholders for a seamless integration<\/li>\r\n\t<li>Examples of how Lovepop went from less than 1% personalized emails to more than 10% in 30 days<\/li>\r\n<\/ul>","post_title":"How Lovepop Pushes the Envelope with Advanced Personalization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-lovepop-pushes-the-envelope-with-advanced-personalization","to_ping":"","pinged":"","post_modified":"2020-02-19 10:14:17","post_modified_gmt":"2020-02-19 18:14:17","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6866","menu_order":34,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/how-lovepop-pushes-the-envelope-with-advanced-personalization\/"},{"ID":6865,"post_author":"26","post_date":"2019-05-30 12:55:11","post_date_gmt":"2019-05-30 19:55:11","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Iterable &amp; Email on Acid team up to kick off the new year and provide marketers with a glimpse into the future. Jen, John, &amp; Ariel look deep into the crystal ball and reveal their top predictions for email and mobile marketing.<\/p>\r\n<p>If you're looking to stay ahead of the curve in 2019, watch this can't-miss webinar.<\/p>\r\n<p>The panelists explore:<\/p>\r\n<ul>\r\n\t<li>Technology advances that will influence marketing innovation<\/li>\r\n\t<li>Cultural shifts that are shaping new best practices<\/li>\r\n\t<li>Other fascinating trends that will drive better solutions and strategies to maximize engagement<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"6 Email &amp; Mobile Marketing Predictions for 2019","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"6-email-mobile-marketing-predictions-for-2019","to_ping":"","pinged":"","post_modified":"2020-02-19 10:16:43","post_modified_gmt":"2020-02-19 18:16:43","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6865","menu_order":35,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/6-email-mobile-marketing-predictions-for-2019\/"},{"ID":6863,"post_author":"26","post_date":"2019-05-30 12:39:11","post_date_gmt":"2019-05-30 19:39:11","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>It was quite a year in the email and mobile space! Crafty marketers capitalized on fresh trends and wowed us left and right with clever campaigns and super strategies.<\/p>\r\n<p>In this webinar, our panel of pundits look back at the best of cross-channel marketing in 2018. We share our favorites in an entertaining session sure to inspire your 2019 strategy!<\/p>\r\n<p>Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>Best-in-class examples of email, mobile, and cross-channel marketing campaigns<\/li>\r\n\t<li>Expert advice and tips for cross-channel marketing success<\/li>\r\n\t<li>Ideas and inspiration for your 2019 campaigns<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"Best of 2018: Cross-Channel Campaigns, Trends &amp; Strategies We Love","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"best-of-2018-cross-channel-campaigns-trends-strategies-we-love","to_ping":"","pinged":"","post_modified":"2020-02-19 10:24:52","post_modified_gmt":"2020-02-19 18:24:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6863","menu_order":36,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/best-of-2018-cross-channel-campaigns-trends-strategies-we-love\/"},{"ID":6862,"post_author":"26","post_date":"2019-05-30 12:28:31","post_date_gmt":"2019-05-30 19:28:31","post_content":"<p>In 'The 2018 Cross-Channel Engagement Benchmark Report\u201d webinar, we dive into and discuss key campaign benchmarks, trends, and best practices for maximizing cross-channel engagement.<\/p>\r\n<p>Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>Key metrics on campaign strategies across the customer lifecycle<\/li>\r\n\t<li>Best practices to activate consumer attention and drive brand loyalty<\/li>\r\n\t<li>Expert commentary from our partners and customers<\/li>\r\n<\/ul>\r\n<div class=\"extra-content\">\r\n<div class=\"extra-header grid-x\">\r\n<div class=\"profile-pic\">\u00a0<\/div>\r\n<\/div>\r\n<\/div>","post_title":"The 2018 Cross-Channel Engagement Benchmark Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-2018-cross-channel-engagement-benchmark-report","to_ping":"","pinged":"","post_modified":"2020-02-19 10:15:04","post_modified_gmt":"2020-02-19 18:15:04","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6862","menu_order":37,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/the-2018-cross-channel-engagement-benchmark-report\/"},{"ID":6860,"post_author":"26","post_date":"2019-05-30 11:24:54","post_date_gmt":"2019-05-30 18:24:54","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Test, test, test \u2013 it\u2019s a best practice, right?! But are you just going through the motions of testing for the sake of testing? Or are your A\/B and multivariate strategies truly moving the needle?<\/p>\r\n<p>In this webinar, Jen Capstraw is joined by special guests Karen Talavera and Victoria Peppiatt for a lively discussion on testing \u2013 from common fails to foolproof strategies to the future of optimization.<\/p>\r\n<p>Key Takeaways:<\/p>\r\n<ul>\r\n\t<li>An understanding of testing mistakes you\u2019re probably making<\/li>\r\n\t<li>Clear steps for developing and executing meaningful tests<\/li>\r\n\t<li>Insights on how artificial intelligence and machine learning are shaping optimization opportunities today and beyond<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"Email And Cross-Channel Testing: You\u2019re Doin\u2019 It Wrong","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-and-cross-channel-testing-youre-doin-it-wrong","to_ping":"","pinged":"","post_modified":"2020-02-19 10:23:19","post_modified_gmt":"2020-02-19 18:23:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6860","menu_order":38,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/email-and-cross-channel-testing-youre-doin-it-wrong\/"},{"ID":6859,"post_author":"26","post_date":"2019-05-30 11:14:22","post_date_gmt":"2019-05-30 18:14:22","post_content":"<p>It happens to the best of us \u2013 sometimes subscribers just stop paying attention. So what\u2019s a marketer to do when prospects and customers stop engaging? Are they distracted? Busy? Or just not that into you?<\/p>\r\n<p>In this webinar, we delve into re-engagement campaign strategies that will keep folks interested in your brand and help you weed out the ones that just aren\u2019t meant to be. You'll come away with:<\/p>\r\n<p>Key Takeaways:<\/p>\r\n<ul>\r\n\t<li>The steps in the lifecycle that warrant re-engagement campaigns<\/li>\r\n\t<li>Best-in-class examples of re-engagement in action<\/li>\r\n\t<li>Can\u2019t-miss tips that get clicks among disengaged subscribers<\/li>\r\n<\/ul>","post_title":"Re-Engagement that Rocks: Strategies &amp; Tips from Simple to Sophisticated","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"re-engagement-that-rocks-strategies-tips-from-simple-to-sophisticated","to_ping":"","pinged":"","post_modified":"2020-02-19 10:26:32","post_modified_gmt":"2020-02-19 18:26:32","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6859","menu_order":39,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/re-engagement-that-rocks-strategies-tips-from-simple-to-sophisticated\/"},{"ID":6856,"post_author":"26","post_date":"2019-05-30 11:00:01","post_date_gmt":"2019-05-30 18:00:01","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Customers \u2013 your company\u2019s most treasured asset. Not only are they the lifeblood of a business, but they happen to be a gold mine of profitability. In fact, a Gartner study found that companies can increase revenue by as much as 20 percent via retaining, upselling, and cross-selling to existing customers. Is your growth team capitalizing on this opportunity?<\/p>\r\n<p>In this webinar, we offer up a trove of tips and pro advice for executing sophisticated, cross-channel customer engagement campaigns \u2013 at scale. You'll come away with:<\/p>\r\n<ul>\r\n\t<li>Proven tips and tricks that increase retention and create loyal, happy customers<\/li>\r\n\t<li>Cross-sell and upsell campaign best practices across multiple channels<\/li>\r\n\t<li>Gold-star-worthy examples of customer marketing campaigns by some of today\u2019s top brands<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"5 Keys to Driving Loyalty With Cross-Channel Customer Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-keys-to-driving-loyalty-with-cross-channel-customer-campaigns","to_ping":"","pinged":"","post_modified":"2020-02-19 10:26:52","post_modified_gmt":"2020-02-19 18:26:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6856","menu_order":40,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/5-keys-to-driving-loyalty-with-cross-channel-customer-campaigns\/"},{"ID":6855,"post_author":"26","post_date":"2019-05-30 10:41:30","post_date_gmt":"2019-05-30 17:41:30","post_content":"<p>As growth marketers, we understand the far-reaching significance of a winning first impression. So, when it comes to engaging new subscribers or building brand advocates, how can we start a relationship that goes the distance? It begins by extending a warm \u2013 and optimized \u2013 welcome.<\/p>\r\n<p>In this webinar, we explore what it takes to create welcome campaigns that make sparks fly. Here are the takeaways:<\/p>\r\n<ul>\r\n\t<li>Tips for crafting the perfect welcome experience that best fits your unique customer base<\/li>\r\n\t<li>Steps you can take to ensure a consistent welcome series, seamlessly across multiple channels<\/li>\r\n\t<li>Best practices and standout examples of cross-channel welcome campaigns that caught our attention<\/li>\r\n<\/ul>","post_title":"Maximize Your Welcome Campaigns in 6 Steps","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"maximize-your-welcome-campaigns-in-6-steps","to_ping":"","pinged":"","post_modified":"2020-02-19 10:27:29","post_modified_gmt":"2020-02-19 18:27:29","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6855","menu_order":41,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/maximize-your-welcome-campaigns-in-6-steps\/"},{"ID":6854,"post_author":"26","post_date":"2019-05-30 09:47:04","post_date_gmt":"2019-05-30 16:47:04","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Whether you\u2019re launching a new product or generating buzz for your next big event, you have got to promote. As P.T. Barnum \u2013 founder of the Barnum &amp; Bailey Circus \u2013 once put it, \u201cWithout promotion, something terrible happens... Nothing!\u201d<\/p>\r\n<p>In this webinar, we cover best practices and tips for delivering compelling promotional campaigns \u2013 seamlessly across channels. You will come away with:<\/p>\r\n<ul>\r\n\t<li>Steps you can take to immediately increase the value and impact of your promotional messaging<\/li>\r\n\t<li>Tips for maximizing engagement and conversion rates across email, sms, push, social, and direct mail<\/li>\r\n\t<li>Noteworthy examples of how some of today\u2019s top brands are using multiple channels to promote<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"Tips for Mastering Cross-Channel Promotional Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tips-for-mastering-cross-channel-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2020-02-19 10:27:33","post_modified_gmt":"2020-02-19 18:27:33","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6854","menu_order":42,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/tips-for-mastering-cross-channel-promotional-campaigns\/"},{"ID":6852,"post_author":"26","post_date":"2019-05-30 08:58:08","post_date_gmt":"2019-05-30 15:58:08","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>In this webinar, we break down one of the fundamental tactics that leading companies are employing to truly boost sales and cultivate customer relationships \u2014 sending personalized messages across multiple channels.<\/p>\r\n<p>Learn what some of today\u2019s top brands are doing to achieve cross-channel marketing success. You\u2019ll come away with practical and actionable information, including:<\/p>\r\n<ul>\r\n\t<li>Tips for creating personalized content that can be utilized throughout the entire buyer journey<\/li>\r\n\t<li>Steps you can take to provide your audiences with consistent, seamless cross-channel experiences<\/li>\r\n\t<li>Best practices for delivering welcome, re-engagement, and promotional campaigns across multiple channels<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"How Leading Companies Drive Sales with Cross-Channel Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-leading-companies-drive-sales-with-cross-channel-campaigns","to_ping":"","pinged":"","post_modified":"2020-02-19 10:27:38","post_modified_gmt":"2020-02-19 18:27:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6852","menu_order":43,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/how-leading-companies-drive-sales-with-cross-channel-campaigns\/"},{"ID":6802,"post_author":"7","post_date":"2019-05-28 12:32:23","post_date_gmt":"2019-05-28 19:32:23","post_content":"<p>Have you ever been blown off right from the start? Ever been \u201cghosted\u201d just after meeting someone\u2014be it a potential business contact, friend or dating partner\u2014you really liked and thought you were hitting it off with?<\/p>\r\n<p>Whether you\u2019ve experienced it first-hand or just heard the horror stories, <strong>ghosting totally sucks<\/strong>.<\/p>\r\n<p>If you can relate, then you get why welcome campaigns aren\u2019t just vital but <strong>critical<\/strong> to email success. Not only do they set the tone for the entire future of your subscriber relationships, but they also ensure those subscriber connections become relationships. They pave the way for good deliverability (inbox vs. junk folder placement), and they create familiarity, appreciation, engagement and (most importantly) <strong>trust<\/strong>.<\/p>\r\n<p>Failing to send a welcome message after email sign-up or address capture is the digital equivalent of ghosting your subscribers. And we know what happens to ghosters\u2014they get blocked, ignored, forgotten or downright hated on.<\/p>\r\n<p>Ok, so you\u2019re sending a welcome email, but is it a kick-ass welcome campaign or a vanilla, one-size-fits-all message that sounds like it could\u2019ve been cranked out by an AI-driven robot with zero human intervention? (Or maybe it\u2019s so bad, the AI-driven robot version would be an improvement?)<\/p>\r\n<p>It\u2019s not enough to merely send a welcome email\u2014although that\u2019s better than not sending one at all\u2014you need a strategic, personal message with zazz. Your welcome campaign should have specific goals, you should know what they are, and it should be crafted intentionally to accomplish them.<\/p>\r\n<p>Plus, cutting-edge marketers know the welcome email is just the tip of the relationship-building iceberg, since they\u2019re connecting it with an entire <strong>onboarding series<\/strong> to follow.<\/p>\r\n<p>Still not convinced? Research shows a warm email welcome is more than just polite common sense, it\u2019s a money-maker.\u00a0<\/p>\r\n<p>MarketingSherpa reports the average open rate for welcome emails is a whopping 50% (that\u2019s the average), making them 86% more effective than your usual broadcast messages.<\/p>\r\n<p>As if that\u2019s not enough, according to Internet Retailer, merchants that send a welcome <em>series<\/em> see 13% more revenue than those sending a single message. Any way you cut it, welcome emails put engagement and money in the bank.<\/p>\r\n<p>But, going beyond basic isn\u2019t for wimps. Let\u2019s make sure you\u2019re doing it right with a breakdown of 4 essential ingredients for marketing success.<\/p>\r\n<p>Want even more advanced tactics for welcome campaigns that soar? Download our latest guide, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=unboxing-welcome\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Welcome Emails<\/a>.<\/p>\r\n<h3>Essential Ingredients<\/h3>\r\n<h5>1. Welcome, Introduce &amp; Establish Identity\u2028<\/h5>\r\n<p>You got it\u2014the whole point of a welcome email is to actually make a new subscriber feel welcome, so write your subject lines, headlines and copy that way! <strong>Show gratitude and appreciation like you would if you were meeting in person.<\/strong><\/p>\r\n<p>Think about how you\u2019d welcome someone into your home or a special event: you\u2019d invite them in, make sure they\u2019re in the right place, and introduce yourself so they know exactly who you are and how to recognize you again.<\/p>\r\n<p>Food gift merchant Fairytale Brownies\u2019 welcome campaign scores! I\u2019m feeling the warm, gooey brownie love right from the subject line with my \u201cgift inside.\u201d<\/p>\r\n<p>The fact that I\u2019m greeted as a \u201cFairytale Friend\u201d and am receiving \u201cmuch love\u201d from co-founders (and real-life kindergarten friends\u2014yeah, for real) David and Eileen, plus get to actually see what they look like, only adds to the yummy goodness. (Now, if I only had a glass of red wine to go with those brownies, but I digress...)<\/p>\r\n\r\n[caption id=\"attachment_6817\" align=\"alignnone\" width=\"683\"]<img class=\"wp-image-6817 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-Fairytale.png\" alt=\"Fairytale Brownies Welcome With Email Offer\" width=\"683\" height=\"1350\" \/> <em>Fairytale Brownies Welcome With Email Offer<\/em>[\/caption]\r\n\r\n<p>Getting serious for a sec, let\u2019s not overlook the importance of establishing inbox identity.<\/p>\r\n<p>With ISPs cracking down on spam and monitoring inbox owner engagement like never before, today\u2019s email welcome campaigns need to clearly establish brand and sender identity to ensure successful deliverability.<\/p>\r\n<p>Your visible \u201cFrom\u201d name, as well as your email sending address and domain should be recognizable entities to subscribers, even if it means having to explain things a bit (such as a parent company domain that\u2019s different from a retail store brand name).<\/p>\r\n<p>You don\u2019t want new subscribers blocking or blacklisting you right from the get-go because they can\u2019t connect the dots between what they signed up for and how you show up in the inbox.<\/p>\r\n<h5>2. Confirm Actions, Manage Expectations\u2028<\/h5>\r\n<p>What did you promise when you asked for an email address? Was it required as part of a mobile app download or purchase? Contest or sweepstakes entry? For access to gated content? Or were you just popping up a lightbox doling out the usual (but nonetheless appreciated) 10% discount or free shipping on first purchase?<\/p>\r\n<p>There\u2019s a myriad of ways to end up on an email list and many\u2014like entering a contest, registering for an event, downloading content, or creating an account\u2014have nothing to do with intentionally signing up for email to get deals or perks.<\/p>\r\n<p>Whatever you promised, make sure you\u2019re telling subscribers that\u2019s how and why they came to be on your list, that they\u2019ve successfully completed the action, and what\u2019s in store for them next.<\/p>\r\n<p>Here\u2019s what I received after joining British Airways\u2019 frequent flyer program \u201cExecutive Club\u201d (which sounds soooo much more elite than it is\u2014oh those British!) after having purchased an international flight on Iberia, their partner airline. The animated hero shot is a catchy touch and not often seen in welcome emails\u2014nice!<\/p>\r\n\r\n[caption id=\"attachment_6820\" align=\"alignnone\" width=\"614\"]<img class=\"size-full wp-image-6820\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-BA-1.png\" alt=\"British Airways Executive Club Welcome Message\" width=\"614\" height=\"1350\" \/> <em>British Airways Executive Club Welcome Message<\/em>[\/caption]\r\n\r\n<p>More to the point, the message clearly does its job by letting me know my membership number (if any of you international road warriors would like to apply it to your next BA flight, feel free), points status, and other useful information like program benefits and how to get their mobile app.<\/p>\r\n<h5>3. Orient and Guide\u2028<\/h5>\r\n<p>In the spirit of travel, your welcome email is a key inflection point at the start of a very important journey\u2014the customer journey. Whether people ended up on your email list because they bought or they have yet to, your goal is the same: get them to transact.<\/p>\r\n<p>As on any journey, people want to know the landscape. They\u2019d like to know where they\u2019re going and how to get there, so give them a map, as well as step-by-step directions. Don\u2019t just leave them wandering in the wilderness. \u00a0<\/p>\r\n<p>This welcome email from eBags not only includes a hefty bounceback offer (a 25% discount on repeat purchase\u2014that\u2019s pretty motivating even though I dropped $400 on my first purchase), but also attractively enumerates what I need to know and do next, one step at a time.<\/p>\r\n\r\n[caption id=\"attachment_6819\" align=\"alignnone\" width=\"481\"]<img class=\"wp-image-6819 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-eBags.png\" alt=\"eBags Getting Started Message\" width=\"481\" height=\"1350\" \/> <em>eBags Getting Started Message<\/em>[\/caption]\r\n\r\n<p>A stellar touch I\u2019m calling out is the inclusion of content marketing in point #4\u2014which links to juicy-good information like travel guides, packing lists, and interviews with their \u201ceBags Ambassadors,\u201d real people embodying different customer personas.<\/p>\r\n<p>This was no small investment to create, and as a frequent traveler myself, I both appreciate the effort and resonate strongly with it. I\u2019m already feeling real connection to this brand!<\/p>\r\n<p>Remember\u2014forging relationships is a core objective of your welcome campaigns, so <em>evoking positive emotions<\/em> will go a long way toward creating attachment and loyalty.<\/p>\r\n<h5>4. Prioritize Key Next Steps\u2028<\/h5>\r\n<p>eBags\u2019 numbered CTAs in the previous example aptly illustrate this point, but what if walking new subscribers down the garden path isn\u2019t as important as getting them to take a <em>specific<\/em> required action\u2014like setting up a profile or account\u2014before anything can happen that generates value for either of you?<\/p>\r\n<p>Or, what if you have a BHAG (big hairy audacious goal) like growing social media followers or gathering feedback that depends on subscribers taking a specific action, like following your Instagram or completing a poll?<\/p>\r\n<p>Here\u2019s a real-life example involving a two-part email confirm\/welcome to illustrate my point. I recently made a purchase in a Columbia Sportswear retail store. The cashier asked me if I wanted to join the rewards program, and I said yes. She asked for my email address, I verbally gave it, and then received this message.<\/p>\r\n\r\n[caption id=\"attachment_6816\" align=\"alignnone\" width=\"908\"]<img class=\"wp-image-6816 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-Columbia-1.png\" alt=\"Columbia Sportswear Signup in Store - Account Completion\" width=\"908\" height=\"1350\" \/> <em>Columbia Sportswear Signup in Store - Account Completion<\/em>[\/caption]\r\n\r\n<p>Clearly, Columbia was forcing account creation for rewards program members\u2014I wouldn\u2019t be able to join and earn without completing setup. But the process was short and simple and the temporary password provided, so I did it. With account setup done, a second more typical welcome email followed.<\/p>\r\n\r\n[caption id=\"attachment_6815\" align=\"alignnone\" width=\"510\"]<img class=\"wp-image-6815 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-Columbia-2.png\" alt=\"Columbia Sportswear Welcome Email Follow-up\" width=\"510\" height=\"1350\" \/> <em>Columbia Sportswear Welcome Email Follow-up<\/em>[\/caption]\r\n\r\n<p>The moral of the story? If you need a new subscriber to do something before a relationship can be established at all, hand-hold them through the process and plan for additional emails to support it.<\/p>\r\n<p>Ready to go beyond the basics? Download our latest guide, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=unboxing-welcome\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Welcome Emails<\/a>, for more advanced tactics.<\/p>\r\n<p>If that\u2019s not enough to chew on, here\u2019s <a href=\"https:\/\/reallygoodemails.com\/category\/inaugural\/welcome\/\" target=\"_blank\" rel=\"noopener noreferrer\">a heap of welcome email inspiration<\/a> from our friends at Really Good Emails.<\/p>\r\n<p>Now that you\u2019ve considered what\u2019s possible, how will you evolve your welcome email campaigns this year?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=unboxing-welcome\"><img class=\"alignnone wp-image-6814 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/ITE_Unboxing-WP_Blog-CTA-Banner_620x240.png\" alt=\"Get the Guide: Welcome Email Campaigns\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Unboxing the Welcome Email: 4 Essential Ingredients for Success","post_excerpt":"Going beyond a basic welcome email campaign isn\u2019t for wimps. Make sure you\u2019re doing it right with these 4 essential ingredients for marketing success.\t\t","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"unboxing-welcome-email","to_ping":"","pinged":"","post_modified":"2020-08-03 14:37:17","post_modified_gmt":"2020-08-03 21:37:17","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=6358","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/"},{"ID":6332,"post_author":"26","post_date":"2019-05-08 15:58:56","post_date_gmt":"2019-05-08 22:58:56","post_content":"<p style=\"font-weight: 400\">If there\u2019s one topic that gets marketers excited these days, it\u2019s artificial intelligence. Pundits have proclaimed you\u2019ll be left in the dust if you don\u2019t adopt NOW. And while it\u2019s true that fresh innovations can help you move the needle, marketers\u2019 understanding of AI remains a bit vague \u2013 sometimes inaccurate \u2013 and so far, only the earliest adopters have jumped straight in.<\/p>\r\n<p style=\"font-weight: 400\">In this interactive session we\u2019ll:<\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\">Give you straight talk about the value of today\u2019s AI-driven marketing opps<\/li>\r\n\t<li style=\"font-weight: 400\">Dispel AI myths and misconceptions<\/li>\r\n\t<li style=\"font-weight: 400\">Predict how AI will evolve in the coming years to better support your toughest marketing challenges<\/li>\r\n\t<li style=\"font-weight: 400\">Explore the surprising ways in which AI can be inaccurate, and even harmful<\/li>\r\n\t<li style=\"font-weight: 400\">Get you involved with the conversation with real-time polling and chat<\/li>\r\n<\/ul>\r\n<p style=\"font-weight: 400\">Our panel of pros might not even see eye-to-eye on some points \u2013 so get ready for a lively and insightful conversation that\u2019s sure to deliver a surprise or two.<\/p>","post_title":"Good Robot\/Bad Robot: The Truth About AI &amp; Cross-Channel Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"good-robot-bad-robot","to_ping":"","pinged":"","post_modified":"2020-02-19 10:16:12","post_modified_gmt":"2020-02-19 18:16:12","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6332","menu_order":44,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/good-robot-bad-robot\/"},{"ID":6261,"post_author":"26","post_date":"2019-04-18 17:31:34","post_date_gmt":"2019-04-19 00:31:34","post_content":"<p>Technically, there were 7,485 insights from this year's Activate conference, hosted by Iterable, but we managed to narrow it down to the top 6. With the theme of \"democratizing growth,\" attendees learned how to transform their marketing strategies and get creative with their campaigns.<\/p>\r\n<p>Missed out on Activate 19? Join our webinar, where we reveal how our innovative speakers from leading brands like Redfin, Strava, Boxed, and Fender are building unique customer experiences to increase engagement and drive retention.<\/p>\r\n<p>You will learn:\u00a0<\/p>\r\n<ul>\r\n\t<li>Which latest cross-channel tactics are evolving personalization as we know it<\/li>\r\n\t<li>How to use innovations in AI to engage your audience<\/li>\r\n\t<li>Why marketing best practices are bullsh!t and how to blaze brave new trails to success<\/li>\r\n<\/ul>","post_title":"Top 6 Actionable Insights From Activate 19","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-6-actionable-insights-from-activate-19","to_ping":"","pinged":"","post_modified":"2020-02-19 10:24:26","post_modified_gmt":"2020-02-19 18:24:26","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=6261","menu_order":45,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/top-6-actionable-insights-from-activate-19\/"},{"ID":6163,"post_author":"35","post_date":"2019-04-09 09:03:31","post_date_gmt":"2019-04-09 16:03:31","post_content":"<p>Is geolocation your untapped source for increasing customer engagement?<\/p>\r\n<p>For <a href=\"https:\/\/www.fetchrewards.com\/\" target=\"_blank\" rel=\"noopener\">Fetch Rewards<\/a>, geolocation opened up a host of possibilities for enhancing the customer journey and driving customer retention rates. The company makes it easy for consumers to save money and get rewards from their grocery purchases. Users simply scan their grocery receipt in the Fetch Rewards app, earn points, and get rewards\u2014such as gift cards\u2014for their purchases.<\/p>\r\n<p>Fetch Rewards CMO Birk Cooper joined Iterable for a <a href=\"https:\/\/iterable.com\/webinars\/how-to-use-mobile-geolocation-data-to-drive-growth\/\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=content\" target=\"_blank\" rel=\"noopener\">webinar<\/a> to show how the company decided on geolocation as an effective marketing strategy and used it to drive growth. Here are just a few of the best takeaways from Birk\u2019s insightful presentation.<\/p>\r\n<h3>Is Geo-Targeting Right for You and Your Customers?<\/h3>\r\n<p>It\u2019s a simple question, but asking yourself how geolocation would benefit you and your customers sets you on the right path.<\/p>\r\n<p>Geolocation provides an immense amount of behavioral data that can be vital to personalization. For some businesses, the ability to know how often a consumer frequents one of their locations between purchases can initiate an entirely new campaign or workflow path.<\/p>\r\n<p>For others, this is less impactful. If your company\u2019s success is not reliant on the consumer\u2019s physical presence at a location, then perhaps geolocation isn\u2019t needed.<\/p>\r\n<p>On the flip side, consider the customers\u2019 experience with your brand. If you were to send out messaging that takes advantage of geolocation data, would the customer benefit?<\/p>\r\n<p>As Birk points out, customers in the CVS store and using the CVS app receive alerts to discounts they may have missed in a different aisle. If the customer doesn\u2019t see value in sharing their information with you, they are less likely to opt-in to sharing their location with you.<\/p>\r\n<h3>Geolocation Strategies for Success<\/h3>\r\n<p>Fetch Rewards looked to geolocation as a more personalized way to prompt users to scan their grocery receipts.<\/p>\r\n<p>Within a few weeks of taking advantage of <a href=\"https:\/\/iterable.com\/blog\/iterable-foursquare-location-based-engagement\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s partnership with Foursquare<\/a>, the company noticed several opportunities to optimize the usage of their geolocation data.<\/p>\r\n<ol>\r\n\t<li><strong>Get Opt-Ins:<\/strong> For geolocation to be successful (and legal), the user has to opt-in to sharing their information with you. For Fetch Rewards,41% of users opt-in to share their information with the company. In order to get a high opt-in rate, you have to convey the value-add of opting in with clear and transparent messaging. Make sure the user is well-informed as to how sharing this information with you will benefit them. A\/B test the messaging of your in-app or push notifications to see what works and what doesn\u2019t.\u2028<\/li>\r\n\t<li><strong>Hyper-Specific Value:<\/strong> Using geolocation data, Fetch Rewards set up reminders for users to scan their receipts and engage with the app. Thanks to Foursquare\u2019s massive reach of businesses across the U.S., Fetch Rewards doesn\u2019t have to worry about missing locations. The company is able to engage with users at most of the locations within their savings programs, ensuring users don\u2019t miss opportunities to save. Data accuracy and reporting keeps the process organized and on track for conversion. In their marketing campaigns using Iterable\u2019s <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener\">Workflow Studio<\/a>, Fetch Rewards can use this data to verify that every touchpoint gives customers relevant, hyper-specific messaging and value. \u2028<\/li>\r\n\t<li><strong>Convert the Users:<\/strong> If steps 1 and 2 are working well, conversion becomes that much easier. For Fetch Rewards that means a receipt is being scanned. The company used variant testing on messaging and timing to find the best system for converting users and getting them to scan. Fetch Rewards sent messages when users entered stores, left stores, or arrived home to test engagement. Once users are sharing their data and see your value, the process becomes common sense marketing in finding the best message at the right time. Trust the data to lead you in the right direction. \u2028<\/li>\r\n<\/ol>\r\n<p>When these pieces are a well-oiled machine, the results speak for themselves. Fetch Rewards saw users in the opt-in flow activating (going from sign up to scanning a receipt) 7% more often than those not in the geolocation flow. Further, the company saw a 6% increase in retention of customers scanning receipts into the second month.<\/p>\r\n<h3>Look Beyond the Primary Use Case<\/h3>\r\n<p>Fetch Rewards\u2019 primary use case for geolocation is reminding users to scan their receipts. Every company will have a primary use case, as will your business, but this doesn\u2019t have to be the end of geo-targeting in your marketing efforts.<\/p>\r\n<p>Look beyond the primary use case for new, exciting opportunities to utilize the influx of data coming from geolocation. Whether it\u2019s highlighting special offers, promoting product enhancements, or sending geographic-specific discounts, the possibilities are expansive. <br \/>\r\n\u2028Birk provided a word of caution, however.<\/p>\r\n<p>Do not let these secondary use cases occur at the detriment of your primary use case. If you notice engagement of your primary use case is dipping, cut back on the secondary uses to let your primary shine. Much like any other marketing channel, it is still possible to overdo it and drown out your own messaging.<\/p>\r\n<h3>The Future of Geolocation<\/h3>\r\n<p>With so much potential today, the natural question is: what does the future of geolocation look like? Birk recommends we closely study the evolution of mobile technology and all that we are now capable of on our mobile devices. In particular, <a href=\"https:\/\/www.retaildive.com\/ex\/mobilecommercedaily\/geolocation-assuages-consumer-fears-in-mobile-payments\" target=\"_blank\" rel=\"noopener\">mobile digital payment<\/a> is growing every year, along with digital retail experiences.<\/p>\r\n<p>For instance, this behavioral data is crucial to credit card companies in understanding spending behavior to improve <a href=\"https:\/\/www.americanbanker.com\/news\/are-you-really-there-us-bank-tries-geolocation-to-stop-fraud\" target=\"_blank\" rel=\"noopener\">fraud protection<\/a> and transaction alerts. By matching the card\u2019s location to that of the user\u2019s mobile phone, it\u2019s easier to accurately identify transactions as fraudulent.<\/p>\r\n<p>Geolocation could also begin piggybacking on another increasing trend: voice. As Amazon continues building its technology and partner ecosystem, it\u2019s not outside the realm of possibilities, one day, to use <a href=\"https:\/\/iterable.com\/blog\/shoptalk-2019-top-takeaways\/\" target=\"_blank\" rel=\"noopener\">Alexa in your car<\/a> to find nearby retail locations, shop via your voice, and request items for delivery.<\/p>\r\n<p>Fetch Rewards found a valuable fit for geolocation in their business model. By following Birk\u2019s advice of asking the right questions of your company and focusing on key milestones and best practices, you too can reap the advantages of geolocation in your marketing campaigns.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/webinars\/how-to-use-mobile-geolocation-data-to-drive-growth\/\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=content\" target=\"_blank\" rel=\"noopener\">Sign up to get the video-on-demand<\/a> of Birk\u2019s presentation here and <a href=\"https:\/\/activate.iterable.com\/\" target=\"_blank\" rel=\"noopener\">register for Activate 19<\/a> to learn more about how Iterable and Foursquare can help you use geolocation for better personalization of your marketing campaigns.<\/em><\/p>","post_title":"How to Use Mobile Geolocation Data to Drive Growth","post_excerpt":"For Fetch Rewards, geolocation opened up a host of possibilities for enhancing the customer journey and driving customer retention rates.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-use-mobile-geolocation-data-to-drive-growth","to_ping":"","pinged":"","post_modified":"2019-04-09 09:03:31","post_modified_gmt":"2019-04-09 16:03:31","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=6163","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/how-to-use-mobile-geolocation-data-to-drive-growth\/"},{"ID":5939,"post_author":"10","post_date":"2019-04-02 09:36:01","post_date_gmt":"2019-04-02 16:36:01","post_content":"<p>What makes an ideal apparel marketing campaign? It's one that\u00a0elicits the same emotional response you get when you find that\u00a0<em>perfect<\/em> piece of clothing.<\/p>\r\n<p>And while that sounds great (and highly aspirational) in theory, how do you put that concept into practice? In this case, <a href=\"https:\/\/iterable.com\/blog\/personalization-art-science\/\" target=\"_blank\" rel=\"noopener\">rich personalization<\/a> is a marketer's best friend when recreating this experience. Here's why:<\/p>\r\n<ul>\r\n\t<li>Highlights the \"discovery\" experience when exploring something eye-catching<\/li>\r\n\t<li>Motivates you to inspect the inventory and get a closer look<\/li>\r\n\t<li>Delivers the satisfaction of knowing that just-for-you item can be yours<\/li>\r\n<\/ul>\r\n<p>Channeling the <a href=\"https:\/\/iterable.com\/blog\/the-4-pieces-of-the-personalization-puzzle\/\" target=\"_blank\" rel=\"noopener\">essence of these feelings<\/a> as part of your marketing campaigns is the perfect way to translate <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener\">real-life emotions<\/a> into successful online experiences. Effective campaigns build atop previous interactions and curate the next individualized moments of immediate resonance\u2014past behaviors and engagement help guide the next step.\u00a0<\/p>\r\n<p>Once mastered, this input can guide campaign elements like content, channel, cadence, and more. The result is a seamless, cohesive apparel marketing experience that's unique to each customer and their level of engagement. It's not easy, but within a highly competitive market, getting it right is incredibly lucrative.\u00a0<\/p>\r\n<h3>User Engagement Teardown: Nordstrom vs. Fashion Nova<\/h3>\r\n<p>Inside our latest teardown, we've compared two major players in the apparel market: luxury department store <a href=\"https:\/\/shop.nordstrom.com\/\" target=\"_blank\" rel=\"noopener\">Nordstrom<\/a>, and booming online fashion brand <a href=\"https:\/\/www.fashionnova.com\/\" target=\"_blank\" rel=\"noopener\">Fashion Nova<\/a>. We wanted to see which retailer was able to tap into their customers' tastes and keep them primed for shopping.<\/p>\r\n<p>To see how these companies help consumers channel their inner stylist, we subscribed to each retailer's communications for two weeks during Black Friday and Cyber Monday\u2014a peak season for outfit inspiration.<\/p>\r\n<p>During our research, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/oPjDYLWqhR4knj\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p>You can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.<\/p>\r\n<p><em>Note: Nordstrom and Fashion Nova are not Iterable customers.<\/em><\/p>","post_title":"Apparel Marketing Showdown: Who's Haute, Who's Not","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"apparel-marketing-haute-or-not","to_ping":"","pinged":"","post_modified":"2019-04-02 09:36:01","post_modified_gmt":"2019-04-02 16:36:01","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=5939","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/apparel-marketing-haute-or-not\/"},{"ID":5874,"post_author":"26","post_date":"2019-03-13 09:36:10","post_date_gmt":"2019-03-13 16:36:10","post_content":"<p>Cue the cheesy theme music: Introducing Iterable\u2019s first-ever game show webinar! You\u2019re the contestant in this interactive session that takes aim at widely held beliefs and best practices for the email and mobile channels.<\/p>\r\n<p>Here\u2019s how it works\u2014our host will make a statement and it\u2019s up to you to determine:<\/p>\r\n<ul>\r\n\t<li>Is it a best practice? <strong>FACT!<\/strong><\/li>\r\n\t<li>A marketing myth? <strong>FICTION!<\/strong><\/li>\r\n\t<li>A concept that\u2019s debatable\u2026 or about America\u2019s favorite yellow fruit? <strong>BANANA!<\/strong><\/li>\r\n<\/ul>\r\n<p>Our panel of experts make the final judgment on the correct response while you play along and compare your answers to fellow participants.<\/p>\r\n<p>Don\u2019t be fooled\u2014our challenge is tougher than it seems! This is one session you\u2019ll definitely want to catch in real time.<\/p>","post_title":"Fact, Fiction or Banana? The Growth Marketing Game Show","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"fact-fiction-or-banana","to_ping":"","pinged":"","post_modified":"2020-02-19 10:11:20","post_modified_gmt":"2020-02-19 18:11:20","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=5874","menu_order":46,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/fact-fiction-or-banana\/"},{"ID":5699,"post_author":"26","post_date":"2019-02-01 10:32:12","post_date_gmt":"2019-02-01 18:32:12","post_content":"<p>Prioritizing customer acquisition over engagement and retention is like inviting people to a party with no food \u2014 talk about a poorly planned experience! Every message you send post-signup holds potential to capture attention, fuel interest and drive action, so it's essential to personalize that message across all the ways your customers interact with your brand.<\/p>\r\n<p>In our webinar, we share 8 ROI-boosting tips to optimizing the post-click experience across email, direct mail, mobile, web and more.<\/p>\r\n<p>The Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>How to personalize landing pages to make that perfect first impression<\/li>\r\n\t<li>Which must-have channels you need to create seamless customer journeys<\/li>\r\n\t<li>Examples from industry leaders like Airbnb and Netflix that will inspire your next marketing campaign<\/li>\r\n<\/ul>","post_title":"8 Tips for Optimizing the Post-Click Experience with Cross-Channel Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"8-tips-for-optimizing-the-post-click-experience-with-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2020-02-19 10:17:33","post_modified_gmt":"2020-02-19 18:17:33","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=webinar&#038;p=5699","menu_order":48,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/8-tips-for-optimizing-the-post-click-experience-with-cross-channel-marketing\/"},{"ID":5672,"post_author":"10","post_date":"2019-01-24 09:40:57","post_date_gmt":"2019-01-24 17:40:57","post_content":"The home decor and furnishings market is highly concentrated, making the competition that much more fierce. Experts estimate that the global homewares industry will eclipse\u00a0<a href=\"https:\/\/globenewswire.com\/news-release\/2018\/08\/06\/1547540\/0\/en\/Global-Homewares-Market-Expected-to-Reach-a-Valuation-of-US-180-100-Mn-by-Year-2022.html\" target=\"_blank\" rel=\"noopener\">$180M in the coming years<\/a>, of which 50 of the largest businesses account for <a href=\"https:\/\/www.marketresearch.com\/First-Research-Inc-v3470\/Home-Furnishings-Stores-12131974\/\" target=\"_blank\" rel=\"noopener\">80% of market revenue<\/a>\u2014needless to say, every transaction matters.\r\n\r\nAs consumers are becoming less likely to spend their time in brick-and-mortar showrooms, home decor retailers are embracing new ways to promote their offerings: mockups created with augmented reality technology, specially curated collections, bespoke recommendations, and painless shipping and returns.\r\n\r\nIt\u2019s critical for home decor brands to stay top of mind with consumers\u2014most people simply don\u2019t redesign their homes or upgrade their furniture on a regular cadence.\r\n\r\nWe\u2019ve already seen major brands master the art of the mailbox:\r\n<ul>\r\n \t<li>We\u2019re guilty of hoarding Bed Bath &amp; Beyond's 20% off coupons<\/li>\r\n \t<li>RH\u2019s magazine-like catalogs give us a glimpse of a room\u2019s true potential<\/li>\r\n \t<li>Williams Sonoma\u2019s holiday catalogs convince us that, yes, we really do need a 12-piece fondue set<\/li>\r\n<\/ul>\r\nUnfortunately, reliance on a single channel like direct mail will only take you so far in the eyes of the cross-channel consumer; today\u2019s shoppers live online and it\u2019s up to brands to redefine the customer experience\u2014look no further than <a href=\"https:\/\/www.l2inc.com\/daily-insights\/2-minute-case-study-wayfair\" target=\"_blank\" rel=\"noopener\">Wayfair's success<\/a> as an example.\r\n\r\nCustomer engagement is the common denominator in today\u2019s formula for retail success. The home decor businesses that effectively and meaningfully personalize their messaging will find themselves atop that list of 50.\r\n<h3>User Engagement Teardown: Top Home Decor Brands<\/h3>\r\nIn our latest User Engagement Teardown, we analyzed the cross-channel outreach strategies of select leaders in home decor: Bed Bath &amp; Beyond, RH, Wayfair, and Williams Sonoma.\r\n\r\nTo see how these companies help consumers channel their inner interior decorator, we subscribed to each retailer's communications for two weeks during Black Friday and Cyber Monday\u2014a peak season for decor inspiration.\r\n\r\nDuring our research, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/a3BVHoz6kGZ0An\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Bed Bath &amp; Beyond, RH, Wayfair, and Williams Sonoma are not Iterable customers.<\/em>","post_title":"Top Home Decor Brands: Who Promotes the Superior Interior?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-home-decor-brands","to_ping":"","pinged":"","post_modified":"2019-01-24 09:40:57","post_modified_gmt":"2019-01-24 17:40:57","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=5672","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-home-decor-brands\/"},{"ID":5651,"post_author":"17","post_date":"2019-01-17 08:58:00","post_date_gmt":"2019-01-17 16:58:00","post_content":"","post_title":"Box Case Study","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"box-case-study-1","to_ping":"","pinged":"","post_modified":"2019-01-17 08:59:33","post_modified_gmt":"2019-01-17 16:59:33","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/Box-Case-Study-1.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/box-case-study-1\/"},{"ID":5481,"post_author":"10","post_date":"2018-12-13 09:04:27","post_date_gmt":"2018-12-13 17:04:27","post_content":"Black Friday and Cyber Monday came and went, but this year\u2019s stats are in and have proven to be as impressive as ever. This year retailers reeled in a whopping <a href=\"https:\/\/www.clickz.com\/black-friday-cyber-monday-2018-sales\/220736\/\" target=\"_blank\" rel=\"noopener\">$14.1 billion<\/a>\u2014$6.2B coming from Black Friday and $7.9B on Cyber Monday.\r\n\r\nCompanies of all shapes and sizes are getting in on the buying phenomenon of this week-long shopping frenzy, but there are select retailers who\u2019ve established themselves as the consumers\u2019 first-stop shop of choice\u2014giants like Amazon and Walmart rule the holiday shopping season.\r\n\r\nThese companies have cast massive shadows over the online and offline retail landscape and it\u2019s easy to see why. Amazon effectively created the standards for online retail experiences and are now expanding their presence into the world of brick-and-mortar: first through their <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2017-06-16\/amazon-to-acquire-whole-foods-in-13-7-billion-bet-on-groceries\" target=\"_blank\" rel=\"noopener\">acquisition of Whole Foods<\/a> and now with their expansion of <a href=\"https:\/\/www.theverge.com\/2018\/10\/23\/18010022\/amazon-go-cashier-less-store-san-francisco-location-opens\" target=\"_blank\" rel=\"noopener\">cashier-less stores<\/a>.\r\n\r\nMeanwhile, Walmart boasts 2,000+ stores across the nation and rounded out their digital reach with <a href=\"https:\/\/www.barrons.com\/articles\/cyber-monday-walmart-target-amazon-1542828346\" target=\"_blank\" rel=\"noopener\">recent acquisitions<\/a> of Jet.com, ModCloth, and other smaller e-commerce sites.\r\n\r\nThe battle for market share will continue forth but will ultimately be won through customer experiences. As these companies evolve toward parity in the realms of merchandising and accessibility, winning the hearts and minds of customers will determine who leads the retail industry pack.\r\n<h3>Black Friday Battle: Amazon vs. Walmart<\/h3>\r\nTo see how these two companies are sparking customer engagement during the biggest shopping event of the year, we played the role of a new, highly-engaged shopper during the weeks of Black Friday and Cyber Monday.\r\n\r\nInside our latest User Engagement Teardown, we analyzed two-weeks\u2019 worth of Amazon\u2019s and Walmart\u2019s cross-channel communication for an inside look at their customer outreach strategies.\r\n\r\nTo conduct our research, we registered for an account on each site and increased our level of activity over the course of two weeks. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/j9Ol7eOxIrbxxD\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> <\/iframe> \r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns page<\/a>.\r\n\r\n<em>Note: Amazon and Walmart are not Iterable customers.<\/em>","post_title":"Black Friday and Cyber Monday Showdown: Amazon vs. Walmart","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"black-friday-amazon-vs-walmart","to_ping":"","pinged":"","post_modified":"2018-12-20 10:09:30","post_modified_gmt":"2018-12-20 18:09:30","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=5481","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/"},{"ID":9217,"post_author":"7","post_date":"2018-11-18 02:42:34","post_date_gmt":"2018-11-18 02:42:34","post_content":"<p>Iterable Insights is designed to help your marketing teams visualize your campaigns, track your performance, and iterate quickly.<\/p>","post_title":"Introducing Iterable Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"introducing-iterable-insights","to_ping":"","pinged":"","post_modified":"2018-11-18 02:42:34","post_modified_gmt":"2018-11-18 02:42:34","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=5382","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/introducing-iterable-insights\/"},{"ID":5373,"post_author":"7","post_date":"2018-11-08 17:10:21","post_date_gmt":"2018-11-08 17:10:21","post_content":"The increased strength of consumers' buying power and accessibility of travel and tourism have shaped the recent performance of the car rental market\u2014<a href=\"https:\/\/globenewswire.com\/news-release\/2017\/12\/20\/1266919\/0\/en\/Car-Rental-Industry-Share-Trends-Will-Reach-124-56-Billion-Market-by-2022.html\" target=\"_blank\" rel=\"noopener\">estimated at approximately $58 billion<\/a> and expected to grow to nearly $125 billion by 2022.\r\n\r\nThe <a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">Now Economy<\/a> has also pushed the industry's leaders to adapt to customer trends. By selling cars to ridesharing giants, <a href=\"https:\/\/iterable.com\/blog\/uber-vs-lyft-whose-marketing-wins-the-race\/\" target=\"_blank\" rel=\"noopener\">Uber and Lyft<\/a>, and partnering with them to provide fleet management, car rental companies have <a href=\"https:\/\/skift.com\/2017\/11\/14\/rental-car-companies-have-inched-their-way-back-from-the-brink\/\" target=\"_blank\" rel=\"noopener\">increased their revenue streams and achieved new growth<\/a>.\r\n\r\nWhat will ultimately lead to their long-term success, experts say, will be their dedication to <a href=\"https:\/\/b2b.car-target.com\/car-rental-industry-trends-2018\/\" target=\"_blank\" rel=\"noopener\">providing superior customer service<\/a>\u2014from improving the booking process to strengthening their relationships with their customers with <a href=\"https:\/\/iterable.com\/blog\/personalize-everything-yes-everything\/\" target=\"_blank\" rel=\"noopener\">relevant, personalized messaging<\/a>.\r\n\r\nHow do these businesses treat their members in the first days after signing up for an account\u2014before they know whether a customer's booking a compact or luxury vehicle? We investigated this critical onboarding period in our User Engagement Teardown.\r\n<h3>User Engagement Teardown: Top Car Rental Companies<\/h3>\r\nIn this User Engagement Teardown, we compared three of the largest car rental companies in the United States\u2014Enterprise, Hertz, and Avis\u2014to give you an inside look into their customer engagement across email and mobile.\r\n\r\nTo conduct our research, we registered for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps, browsed car rental deals and abandoned our reservations.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose cross-channel marketing drives the most customer engagement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/JHZTH1aTVLUvMM\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Enterprise, Hertz, and Avis are not Iterable customers.<\/em>","post_title":"Top Car Rental Companies: Who Drives the Most Engagement?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-car-rental-companies","to_ping":"","pinged":"","post_modified":"2018-11-08 17:10:21","post_modified_gmt":"2018-11-08 17:10:21","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=5373","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/top-car-rental-companies\/"},{"ID":5111,"post_author":"7","post_date":"2018-10-11 14:31:24","post_date_gmt":"2018-10-11 14:31:24","post_content":"The U.S. airline industry,\u00a0which <a href=\"https:\/\/www.bts.gov\/newsroom\/2017-annual-and-4th-quarter-us-airline-financial-data\" target=\"_blank\" rel=\"noopener\">reported a net profit of $15.5 billion in 2017<\/a>, sits on a goldmine of customer data, and marketing experts debate whether carriers are <a href=\"https:\/\/www.ama.org\/publications\/MarketingNews\/Pages\/how-airlines-get-customer-experience-so-wrong-with-so-much-data.aspx\" target=\"_blank\" rel=\"noopener\">putting that data to good use<\/a>.\r\n\r\nDespite editorials that declare that <a href=\"https:\/\/www.forbes.com\/sites\/airchive\/2015\/01\/14\/actually-airlines-are-giving-customers-exactly-what-they-want\/#16d98a8a29bb\" target=\"_blank\" rel=\"noopener\">consumers care about price above all else<\/a> when booking flights, research shows that 38% of American travelers are loyal to an airline based on <a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/customers-want-better-travel-experiences-arent-airlines-listening\/\" target=\"_blank\" rel=\"noopener\">how they're treated<\/a>.\r\n\r\nThe irony? They're treated only as well as their miles earned. Every market favors its VIPs, but in aviation, loyalty reaches new heights.\r\n\r\nWhen it comes to segmentation, the customer experience differs drastically between coach and business class\u2014creating, according to <a href=\"https:\/\/www.theatlantic.com\/business\/archive\/2017\/04\/why-airlines-can-get-away-with-bad-customer-service\/523011\/\" target=\"_blank\" rel=\"noopener\"><em>The Atlantic<\/em><\/a>, \"elaborate hierarchies [...] in nearly every step of the air-travel experience, from booking to baggage claim.\"\r\n\r\nBut how do airlines treat their members in the first days after signing up for an account\u2014before they know whether to label a user as premium or economy? We investigated this critical onboarding period in our User Engagement Teardown.\r\n<h3>User Engagement Teardown: Top U.S. Airlines<\/h3>\r\nIn this User Engagement Teardown, we compared three of the largest airlines in the United States\u2014Delta, Southwest, and Alaska\u2014to give you an inside look into their customer engagement across email and mobile.\r\n\r\nTo conduct our research, we registered for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps, browsed flight deals and abandoned our carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose cross-channel marketing sits in first-class.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/iWkv1EyyvZXw0u\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span> <\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Delta, Southwest, and Alaska Airlines are not Iterable customers.<\/em>","post_title":"Top U.S. Airlines: Whose Marketing Flies First-Class?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"airlines-marketing-first-class","to_ping":"","pinged":"","post_modified":"2018-10-15 17:12:11","post_modified_gmt":"2018-10-15 17:12:11","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=5111","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/airlines-marketing-first-class\/"},{"ID":5081,"post_author":"30","post_date":"2018-10-09 22:38:14","post_date_gmt":"2018-10-09 22:38:14","post_content":"<p>Take a quick product tour and learn why leading brands rely on Iterable to power world class customer engagement across email, push, SMS, in-app and more.<\/p>","post_title":"Product Tour","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"product-tour","to_ping":"","pinged":"","post_modified":"2019-05-28 14:35:19","post_modified_gmt":"2019-05-28 21:35:19","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?page_id=5081","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/product-tour\/"},{"ID":4816,"post_author":"7","post_date":"2018-09-13 15:52:03","post_date_gmt":"2018-09-13 15:52:03","post_content":"Consumer demands are rising in what many are calling the <a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">Now Economy<\/a>\u2014and the travel industry is no exception.\r\n\r\nAccording to Google, 57% of U.S. travelers believe that brands \"<a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-resources\/new-consumer-travel-assistance\/\" target=\"_blank\" rel=\"noopener\">should tailor their information based on personal preferences or past behaviors<\/a>,\" and 36% would be willing to pay more for this personalization.\r\n\r\nThis means that <a href=\"https:\/\/iterable.com\/blog\/3-must-know-strategies-to-win-the-travel-marketing-war\/\" target=\"_blank\" rel=\"noopener\">the heat is on<\/a> between the top online travel agents (OTAs). It's no wonder that 80% of consumers prefer to self-serve to get the information they need when the two largest OTAs, Expedia Group and Booking Holdings, <a href=\"https:\/\/www.phocuswire.com\/Google-SERP-online-travel-agencies\" target=\"_blank\" rel=\"noopener\">spend upwards of $10 billion in paid search<\/a>.\r\n\r\nToday, if you're comparing flights, reading hotel reviews, and booking a vacation package, you're likely doing so with the help of an OTA.\u00a0But how are these OTAs engaging their customers?\r\n<h3>User Engagement Teardown: Top Online Travel Agents<\/h3>\r\nWe did a User Engagement Teardown to compare three of the most popular OTAs\u2014TripAdvisor, Travelocity (acquired by Expedia Group), and Kayak (acquired by Booking Holdings)\u2014to give you an inside look into their customer engagement across email and mobile.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps, browsed travel deals and abandoned our carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose cross-channel marketing wins the booking battle.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/FgLjJhCSV2sLyn\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe>\r\n\r\nWant a complete walkthrough of our slides with even more expert commentary?\r\n\r\nCheck out our video deep-dive to hear our thoughts on the marketing strategies of these travel leaders.\r\n\r\n<iframe src=\"https:\/\/www.youtube.com\/embed\/lCyGLkRbwjo\" width=\"595\" height=\"350\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: TripAdvisor, Travelocity, and Kayak are not Iterable customers.<\/em>","post_title":"Online Travel Agents: Whose Marketing Wins the Booking Battle?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"online-travel-agents","to_ping":"","pinged":"","post_modified":"2018-09-13 15:52:03","post_modified_gmt":"2018-09-13 15:52:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=4816","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/online-travel-agents\/"},{"ID":9218,"post_author":"10","post_date":"2018-08-02 02:39:58","post_date_gmt":"2018-08-02 02:39:58","post_content":"<p>Glo (formerly known as YogaGlo) leverages Iterable to increase customer retention by sending personalized class suggestions through email and push.<\/p>","post_title":"How Glo Found Its Growth Marketing Zen With Iterable","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-glo-found-its-growth-marketing-zen-with-iterable","to_ping":"","pinged":"","post_modified":"2018-08-02 02:39:58","post_modified_gmt":"2018-08-02 02:39:58","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=5121","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-glo-found-its-growth-marketing-zen-with-iterable\/"},{"ID":4231,"post_author":"7","post_date":"2018-07-24 15:32:04","post_date_gmt":"2018-07-24 15:32:04","post_content":"<p>As marketers, we focus almost exclusively on the science of personalization\u2014gathering the data, setting up segments and triggers, figuring out the mechanics of automating emails, creating and testing the email content and coordinating with other channels to create an <a href=\"https:\/\/iterable.com\/blog\/3-steps-omni-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">omni-channel approach<\/a>.<\/p>\r\n<p>We aren't as well versed in the art of personalization\u2014the ideas and practices that guide our hands as we set up our personalization plans.<\/p>\r\n<p>Why not?<\/p>\r\n<p>Mainly because it's harder, especially now that many ESPs and <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">growth marketing platforms<\/a> make personalization as easy as \"drag and drop.\"<\/p>\r\n<p>However, art and science work hand-in-hand to deliver the kinds of results that will lead you to your goal for your personalization efforts: \"<a href=\"https:\/\/www.onlyinfluencers.com\/email-marketing-blog-posts\/best-practice-email-strategy\/entry\/kath-pay-transition-to-helpful-marketing-this-holiday-season\" target=\"_blank\" rel=\"noopener noreferrer\">helpful marketing<\/a>\" that enhances your customer's experience along the entire journey, using all the marketing channels available to you.<\/p>\r\n<h4>The Art of Personalization<\/h4>\r\n<blockquote>\r\n<p>\u201c<em>Personalization is a strategy, a marketing tool and an art. It brings focus to your message and delivers an experience that is customer-oriented and relevant<\/em>.\u201d ~ Christian Ricci, Chia Monkey<\/p>\r\n<\/blockquote>\r\n<p>That\u2019s right, think about it. The reason why you\u2019re reading this article is that you want to enhance your customer\u2019s experience. This is your objective. Personalization itself is mainly a collection of tactics. That's the science aspect. The art comes in how you use those tactics. In other words, it's the strategy guiding your use of those tactics.<\/p>\r\n<p>We've seen what happens when you neglect the art of personalization and just focus on the science. You've probably heard <a href=\"https:\/\/www.forbes.com\/sites\/kashmirhill\/2012\/02\/16\/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did\/#1a79e83c6668\" target=\"_blank\" rel=\"noopener noreferrer\">the apocryphal story<\/a> about a Minneapolis man who learned his teenage daughter was pregnant because Target sent her coupons for baby-related products, all based on her purchase history.<\/p>\r\n<p>Target lived up to its name with this offer, and that's where it went off the rails. Instead of mixing its relevant content with unrelated offers, it sent a highly targeted offer via direct mail.<\/p>\r\n<p>Although some <a href=\"https:\/\/www.kdnuggets.com\/2014\/05\/target-predict-teen-pregnancy-inside-story.html\" target=\"_blank\" rel=\"noopener noreferrer\">have cast doubt<\/a> on the specific circumstances of this story, the science of Target's deep-data personalization strategy is well known among data scientists. Target got the science right, but not the art\u2014the battle plan that guides your use of those tactics in helping you achieve your goals. I'll explain why in the next section.<\/p>\r\n<p>In this discussion of personalization as both an art and a science, I talk about art first because the art guides the science. Figuring out tactics is easier, but neglecting strategy for tactics will lead to disaster.<\/p>\r\n<h4>Overt Versus Covert Personalization<\/h4>\r\n<p>Your strategy will help you decide whether to use more obvious personalization (overt) or less obvious (covert). This is how the art guides the science. You\u2019ll probably end up using both within your entire digital program\u2014each one will be appropriate at different times and in different channels. A true omni-channel marketing approach gives you that flexibility.<\/p>\r\n<ul>\r\n\t<li><strong>Overt personalization<\/strong> shows the recipient clearly that the email is meant for her and her alone. It uses data such as name, location, behavior, purchases, recommendations and other sources and often will explicitly reference them somehow (i.e. \u201cRecommended for you.\u201d)<\/li>\r\n\t<li><strong>Covert personalization<\/strong> is subtle. Use this approach when your customers might see an overt use of data as creepy, especially if you're using third-party data that they might not expect you to have, such as their behavior on other brands' websites. The beauty of this approach is that you can\u2019t get it wrong.<\/li>\r\n<\/ul>\r\n<p>You avoid the creepiness factor when your covert data makes your email look like serendipity. Your customer thinks, \"Wow! This email totally gets me!\" Not, \"Ewww\u2014how did they know that about me?\"<\/p>\r\n<h4>Overt? Covert? Both?<\/h4>\r\n<p><strong>When covert beats overt<\/strong>: In Target's case, the company used overt tactics when covert personalization would have avoided disaster. Had Target mixed its pregnancy offers in with less personalized content, it would not have outed the teen's condition. Serendipity is often more effective than in-your-face content.<\/p>\r\n<p><strong>When to use both<\/strong>: Browse-abandon emails can use either overt or covert personalization or both. Show the customer the item she browsed and link back to the product page. Or, turn the email into a newsletter and mix general content with browsed products.<\/p>\r\n<p>The examples below show you what each tactic looks like in email.<\/p>\r\n<h3>Overt Personalization: Crate and Barrel<\/h3>\r\n\r\n[caption id=\"attachment_4234\" align=\"alignnone\" width=\"381\"]<img class=\"size-full wp-image-4234\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/cratebarrel.png\" alt=\"Crate &amp; Barrel personalization email screenshot\" width=\"381\" height=\"547\" \/> <em>Crate &amp; Barrel uses overt personalization with this cart abandonment email reminder.<\/em>[\/caption]\r\n\r\n<p>Only the product image is personalized, but this email clearly intends to nudge the shopper to buy: the hero image shows the browsed product, and the \"Shop Now\" button links back to its sales page on the website.<\/p>\r\n<p>The service focus (\"We're here to help\" overshadows \"Shop Now\") makes this email feel more like a helpful reminder than a sales push.<\/p>\r\n<h3>Covert Personalization: Secret Escapes<\/h3>\r\n\r\n[caption id=\"attachment_4236\" align=\"alignnone\" width=\"535\"]<img class=\"size-full wp-image-4236\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/secretescapes.png\" alt=\"Secret Escapes personalization email screenshot\" width=\"535\" height=\"916\" \/> <em>Secret Escapes keeps it subtle with this email newsletter.<\/em>[\/caption]\r\n\r\n<p>This travel newsletter packages browsed offers in a newsletter format without obvious reminders that they had been previously browsed. The CTA (\"View Deal\") invites curiosity rather than asking for a higher commitment, such as \"Book Now.\"<\/p>\r\n<h4>Personalization Clearly Improves Email Performance...<\/h4>\r\n<blockquote>\r\n<p>\"<em>Personalization has already been proven to have real impact on a company\u2019s bottom line. Research shows that it can reduce acquisition costs by as much as 50 percent, lift revenues up to 15 percent, and increase the efficiency of marketing spend by as much as 30 percent.<\/em>\" ~ \"<a href=\"https:\/\/iterable.com\/blog\/7-growth-marketing-predictions-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">7 Growth Marketing Predictions for 2018<\/a>,\" Iterable\u2019s Growth Marketing Blog<\/p>\r\n<\/blockquote>\r\n<p>Iterable predicts that marketers who rely on \"one size fits all\" marketing will get left behind by those who adopt hyper-personalized messaging, such as Spotify's year-end playlist wrap-ups.<\/p>\r\n\r\n[caption id=\"attachment_4237\" align=\"alignnone\" width=\"939\"]<img class=\"wp-image-4237 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/spotify1.png\" alt=\"Spotify personalization screenshot\" width=\"939\" height=\"372\" \/> <em>Spotify takes personalization to the next level with their year-end playlists.<\/em>[\/caption]\r\n\r\n<h4>...But Marketers Vary in Their Abilities to Personalize<\/h4>\r\n<p>My company's latest study, \"<a href=\"https:\/\/www.holisticemailmarketing.com\/insights\/email-marketing-personalisation-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email Marketing Personalisation<\/a>,\" asked 203 marketers to rate their personalization efforts. Here are two findings:<\/p>\r\n\r\n[caption id=\"attachment_4235\" align=\"alignnone\" width=\"939\"]<img class=\"wp-image-4235 size-full\" src=\"http:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/currentability.png\" alt=\"Holistic Email Marketing personalization stat\" width=\"939\" height=\"495\" \/> <em>Source: Holistic Email Marketing<\/em>[\/caption]\r\n\r\n<ul>\r\n\t<li><strong>Almost everyone personalizes something<\/strong>: Almost half of marketers use basic segmentation, while the next-largest group of marketers uses advanced forms.<\/li>\r\n\t<li><strong>Metrics matter<\/strong>: All marketers who measured personalization using results-oriented metrics, such as customer lifetime value along with campaign metrics like clicks and conversions saw a lift, while 89% of those who used only campaign metrics saw a lift.<\/li>\r\n<\/ul>\r\n<h4>Bringing Art and Science Together for Personalization<\/h4>\r\n<p>Follow this order when creating a personalization plan:<\/p>\r\n<ol>\r\n\t<li><strong>Determine the objective<\/strong>. Which business challenge must you resolve through personalization? Potentially it is, \"enhance the customer experience by providing more relevant email communications.\"<\/li>\r\n\t<li><strong>Develop the strategy<\/strong>. Introduce personalization by deciding which personalized communications will achieve your objective.<\/li>\r\n\t<li><strong>Choose the tactics<\/strong> that carry out your strategy. As I noted before, you must always lead with strategy, which will support your objective.<\/li>\r\n<\/ol>\r\n<h4>Wrapping Up: Remember That Personalization Is an Omni-Channel Customer Tactic<\/h4>\r\n<p>Keep this in mind: It is not a campaign tactic or even a channel-specific tactic. It's a customer tactic. As such, you must implement and measure it through the customer journey and lifecycle.<\/p>\r\n<p>This means focusing on the complete customer journey across all of your marketing channels, not just on one channel. Although I am discussing personalization in email in this post, your best results come when you coordinate and personalize across all channels.<\/p>","post_title":"Personalization: It's Both an Art and a Science","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-art-science","to_ping":"","pinged":"","post_modified":"2020-11-10 22:45:11","post_modified_gmt":"2020-11-11 06:45:11","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?p=4231","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/personalization-art-science\/"},{"ID":9219,"post_author":"10","post_date":"2018-07-12 02:43:52","post_date_gmt":"2018-07-12 02:43:52","post_content":"<p>Curology leverages Iterable to engage customers and personalize their journey to improve retention.<\/p>","post_title":"How Curology Makes Its Marketing as Personalized as Its Product","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-curology-makes-its-marketing-as-personalized-as-its-product","to_ping":"","pinged":"","post_modified":"2018-07-12 02:43:52","post_modified_gmt":"2018-07-12 02:43:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=5122","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-curology-makes-its-marketing-as-personalized-as-its-product\/"},{"ID":9220,"post_author":"10","post_date":"2018-07-01 18:41:27","post_date_gmt":"2018-07-01 18:41:27","post_content":"<p>Learn how Box is building a best-in-class customer experience for over 60% of the Fortune 500 by using Iterable's growth marketing platform.<\/p>","post_title":"3 Lessons From Box on Building an Engaging Customer Journey","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"3-lessons-from-box-on-building-an-engaging-customer-journey","to_ping":"","pinged":"","post_modified":"2018-07-01 18:41:27","post_modified_gmt":"2018-07-01 18:41:27","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=4985","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/3-lessons-from-box-on-building-an-engaging-customer-journey\/"},{"ID":9221,"post_author":"10","post_date":"2018-07-01 17:58:24","post_date_gmt":"2018-07-01 17:58:24","post_content":"<p>Zillow easily creates audience segments and targeted workflows which helps move them towards personalization at scale.<\/p>","post_title":"Move Fast, Think Big: How Zillow Makes Personalization Easy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"move-fast-think-big-how-zillow-makes-personalization-easy","to_ping":"","pinged":"","post_modified":"2018-07-01 17:58:24","post_modified_gmt":"2018-07-01 17:58:24","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=4984","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/move-fast-think-big-how-zillow-makes-personalization-easy\/"},{"ID":3991,"post_author":"17","post_date":"2018-06-08 16:25:52","post_date_gmt":"2018-06-08 16:25:52","post_content":"","post_title":"Iterable_Care:of_CaseStudy","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_careof_casestudy","to_ping":"","pinged":"","post_modified":"2018-06-08 16:25:52","post_modified_gmt":"2018-06-08 16:25:52","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Iterable_Careof_CaseStudy.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/iterable_careof_casestudy\/"},{"ID":3930,"post_author":"17","post_date":"2018-06-01 20:59:06","post_date_gmt":"2018-06-01 20:59:06","post_content":"","post_title":"Iterable_IMGE_Case Study","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_imge-case-study","to_ping":"","pinged":"","post_modified":"2018-06-05 14:51:34","post_modified_gmt":"2018-06-05 14:51:34","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Iterable_IMGE-Case-Study.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"http:\/\/iterable.com\/imge-casestudy"},{"ID":9222,"post_author":"10","post_date":"2018-06-01 18:50:07","post_date_gmt":"2018-06-01 18:50:07","post_content":"<p>Autolist empowers users in making smarter car buying decisions and they leverage Iterable to drive personalization at scale seeing a 30% lift in Clicks-to-Opens.<\/p>","post_title":"How Autolist Drives Personalization at Scale With Workflows","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-autolist-drives-personalization-at-scale-with-workflows","to_ping":"","pinged":"","post_modified":"2018-06-01 18:50:07","post_modified_gmt":"2018-06-01 18:50:07","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=4988","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-autolist-drives-personalization-at-scale-with-workflows\/"},{"ID":3843,"post_author":"17","post_date":"2018-05-21 20:58:56","post_date_gmt":"2018-05-21 20:58:56","post_content":"","post_title":"Iterable_CaseStudy_SeatGeek","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_casestudy_seatgeek","to_ping":"","pinged":"","post_modified":"2018-05-21 20:58:56","post_modified_gmt":"2018-05-21 20:58:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Iterable_CaseStudy_SeatGeek.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/iterable_casestudy_seatgeek\/"},{"ID":3724,"post_author":"7","post_date":"2018-05-03 18:01:29","post_date_gmt":"2018-05-03 18:01:29","post_content":"","post_title":"Iterable_CaseStudy_99designs","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_casestudy_99designs","to_ping":"","pinged":"","post_modified":"2019-05-30 15:29:57","post_modified_gmt":"2019-05-30 22:29:57","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Iterable_CaseStudy_99designs.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/iterable_casestudy_99designs\/"},{"ID":11359,"post_author":"41","post_date":"2018-01-03 03:36:19","post_date_gmt":"2018-01-03 11:36:19","post_content":"<p>We analyzed the email strategies of the top 100 internet retailers in the U.S. to study how they engage their customers.<\/p>\r\n<p>We note what everyone is doing across the board, as well as what specific companies are doing right and what they can improve.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Onboarding, shopping cart abandonment, blast campaigns<\/li>\r\n\t<li>Case studies with real-life examples from industry leaders<\/li>\r\n\t<li>Recommendations on how to make your emails stand out<\/li>\r\n<\/ul>","post_title":"The User Engagement Top 100 Report Email Marketing in E-Commerce","post_excerpt":"User Engagement Top 100 E-commerce Report\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-marketing-in-ecommerce","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:58","post_modified_gmt":"2020-11-03 16:24:58","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/email-marketing-in-ecommerce\/","menu_order":47,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/email-marketing-in-ecommerce\/"},{"ID":11357,"post_author":"41","post_date":"2018-01-03 03:36:18","post_date_gmt":"2018-01-03 11:36:18","post_content":"<p>We evaluated the omni-channel messaging strategies of the top 100 U.S. subscription retailers to uncover how they engage users across the customer journey.<\/p>\r\n<p>Download our latest report to learn how these leading subscription retailers consistently retain their subscribers month after month.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Real-world messaging examples from the leading subscription retailers<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Insight into how marketing strategies are being adopted across the industry<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Recommendations on how to develop effective campaigns across the customer journey<\/li>\r\n<\/ul>","post_title":"Growth Marketing for Subscription Retailers","post_excerpt":"User Engagement Top 100 Report","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"subscription-retailers-report","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:47","post_modified_gmt":"2020-11-03 16:24:47","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/subscription-retailers-report\/","menu_order":49,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/subscription-retailers-report\/"},{"ID":11356,"post_author":"41","post_date":"2018-01-03 03:36:16","post_date_gmt":"2018-01-03 11:36:16","post_content":"<p>Ever since the term \u201comni-channel\u201d was first coined years ago, marketing technology vendors have over-promised and under-delivered on providing businesses with this holy grail of brand ubiquity.<\/p>\r\n<p>Technology has finally caught up with all the promises and can now turn them into action. In this no-nonsense guide, we explain why the conversation around omni-channel marketing has changed and how you can transform your marketing strategy to adapt to these new, exciting times.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The three major technical roadblocks to achieving omni-channel relevance<\/li>\r\n\t<li>Why standard marketing automation tools have failed marketers<\/li>\r\n\t<li>Practical advice on creating a personalized customer experience<\/li>\r\n<\/ul>","post_title":"The No-Nonsense Guide to Achieving Omni Channel Relevance","post_excerpt":"Transform Your Marketing Strategy","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"no-nonsense-omni-channel-guide","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:40","post_modified_gmt":"2020-11-03 16:24:40","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/no-nonsense-omni-channel-guide\/","menu_order":50,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/no-nonsense-omni-channel-guide\/"},{"ID":11354,"post_author":"41","post_date":"2018-01-03 03:36:15","post_date_gmt":"2018-01-03 11:36:15","post_content":"<p>Growth marketers today need to create personalized, omni-channel experiences at scale if they want to effectively engage their customers. Inside this guide, we share best practices when it comes to captivating customers consistently across different communication channels.<\/p>\r\n<p>Download the Growth Marketer\u2019s Playbook to learn how you can maximize relevance across email, direct mail, mobile, web push and social media.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Insight into the essential marketing channels for customer engagement<\/li>\r\n\t<li>Why segmentation and personalization are key to captivating audiences<\/li>\r\n\t<li>Strategic recommendations to seamlessly facilitate a meaningful customer journey<\/li>\r\n<\/ul>","post_title":"The Growth Marketer's Playbook for Achieving Omni-Channel Relevance","post_excerpt":"Achieving True Cross-Channel Relevance at Scale","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth-marketers-playbook","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:28","post_modified_gmt":"2020-11-03 16:24:28","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/growth-marketers-playbook\/","menu_order":52,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/growth-marketers-playbook\/"},{"ID":11353,"post_author":"41","post_date":"2018-01-03 03:36:13","post_date_gmt":"2018-01-03 11:36:13","post_content":"<p>We\u2019ve examined the universal problems that all education marketers are facing at their respective institutions\u2014maximizing new student enrollment and alumni donations.<\/p>\r\n<p>Download our education-focused guide to learn how to start designing the immersive marketing strategy that aligns and coordinates messages to prospective students and donors at all the right moments.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How old marketing technologies are negating education marketers<\/li>\r\n\t<li>Why you should upgrade your marketing stack<\/li>\r\n\t<li>The value behind omni-channel relevance from the educational marketer\u2019s perspective<\/li>\r\n<\/ul>","post_title":"The Growth Marketer's Guide to Education","post_excerpt":"Maximizing Enrollment and Alumni\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth-marketers-guide-education","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:22","post_modified_gmt":"2020-11-03 16:24:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/growth-marketers-guide-education\/","menu_order":53,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/growth-marketers-guide-education\/"},{"ID":11351,"post_author":"41","post_date":"2018-01-03 03:36:11","post_date_gmt":"2018-01-03 11:36:11","post_content":"<p>Are you considering a new growth marketing platform but hear things like--Our current solution is good enough, or we should build something in-house instead\u2026? We\u2019re here to help.<\/p>\r\n<p>Use our new guide on upgrading your growth marketing platform to navigate common pitfalls, shepherd your organization through the selection process and engage key stakeholders along the way.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to address and overcome common objections<\/li>\r\n\t<li>How to win over key stakeholders including the CEO, CMO and engineering<\/li>\r\n\t<li>The key questions to ask yourself when evaluating growth marketing platforms<\/li>\r\n<\/ul>","post_title":"A Guide to Upgrading Your Growth Marketing Platform","post_excerpt":"Explore our buyer's guide and see if you're ready to level up!","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"upgrading-your-growth-marketing-platform","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:12","post_modified_gmt":"2020-11-03 16:24:12","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/upgrading-your-growth-marketing-platform\/","menu_order":55,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/upgrading-your-growth-marketing-platform\/"},{"ID":11350,"post_author":"41","post_date":"2018-01-03 03:36:09","post_date_gmt":"2018-01-03 11:36:09","post_content":"<p>Get tips on creating high-performing shopping cart abandonment campaigns that boost revenue with our guide. Here's what you'll find inside:<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li class=\"lplh-31\">A framework for cart abandonment campaigns<\/li>\r\n\t<li class=\"lplh-31\">Signals and levers available for your campaigns<\/li>\r\n\t<li class=\"lplh-31\">Best practices for implementing and testing<\/li>\r\n\t<li class=\"lplh-31\">Steps to get started with cart abandonment<\/li>\r\n<\/ul>","post_title":"Shopping Cart Abandonment Campaigns","post_excerpt":"Shopping Cart Abandonment Campaigns: The growth marketer's guide to converting shopping carts","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"shopping-cart-abandonment","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:08","post_modified_gmt":"2020-11-03 16:24:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment\/","menu_order":56,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment\/"},{"ID":11349,"post_author":"41","post_date":"2018-01-03 03:36:08","post_date_gmt":"2018-01-03 11:36:08","post_content":"<p>Gamification is becoming a key strategy for e-commerce companies, from developing loyalty programs to creating an urgency to buy.<\/p>\r\n<p>Hit all the right psychological triggers of your customers by acting like a gaming company and building a captivating brand.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Strategies to align your messaging to user behavior<\/li>\r\n\t<li>Tips to energize the shopping experience from inbox to checkout<\/li>\r\n\t<li>3 tried-and-true steps to keep customers coming back<\/li>\r\n<\/ul>","post_title":"Gamifying Your Business","post_excerpt":"GAME ON: What E-Commerce Can Learn From the Top 100 Mobile Games","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"game-on","to_ping":"","pinged":"","post_modified":"2020-11-03 08:24:03","post_modified_gmt":"2020-11-03 16:24:03","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/game-on\/","menu_order":57,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/game-on\/"},{"ID":11348,"post_author":"41","post_date":"2018-01-03 03:36:06","post_date_gmt":"2018-01-03 11:36:06","post_content":"<p>If you\u2019ve ever wondered, \u201cHow am I doing?\u201d when it comes to implementing an omni-channel marketing strategy -- you're not alone. Providing a relevant, engaging customer experience across all channels is easier said than done, and it can be challenging to gauge how well you\u2019re performing..<\/p>\r\n<p>Download our our readiness assessment to determine the current state of your marketing organization, as well as actionable next steps on the journey to omni-channel marketing.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to dramatically improve your marketing relevance across channels<\/li>\r\n\t<li>How to evaluate your customer segmentation, message personalization and team alignment<\/li>\r\n\t<li>What actions you can take now to set your business up for success<\/li>\r\n<\/ul>","post_title":"Omni-Channel Maturity Assessment","post_excerpt":"Is Your Marketing Strategy Truly Omni-Channel?","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"omni-channel-maturity-assessment","to_ping":"","pinged":"","post_modified":"2020-11-03 08:23:59","post_modified_gmt":"2020-11-03 16:23:59","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/omni-channel-maturity-assessment\/","menu_order":58,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/omni-channel-maturity-assessment\/"},{"ID":11347,"post_author":"41","post_date":"2018-01-03 03:36:05","post_date_gmt":"2018-01-03 11:36:05","post_content":"<p>Email marketing continues to be the best digital channel for ROI, so improving email performance with key metrics is of the utmost importance.<\/p>\r\n<p>In this guide, Iterable has partnered with SparkPost to help you implement high-performing email campaigns.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The pivotal metrics used by email marketers, engineers and executives<\/li>\r\n\t<li>Industry-standard benchmarks for engagement, deliverability and performance<\/li>\r\n\t<li>How Iterable and SparkPost\u2019s joint solution can meet your needs<\/li>\r\n<\/ul>","post_title":"The Growth Marketer's Guide to Email Metrics","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-metrics","to_ping":"","pinged":"","post_modified":"2020-11-03 08:23:54","post_modified_gmt":"2020-11-03 16:23:54","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/email-metrics\/","menu_order":59,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/email-metrics\/"},{"ID":11346,"post_author":"41","post_date":"2018-01-03 03:36:04","post_date_gmt":"2018-01-03 11:36:04","post_content":"<p>Forrester\u2019s Total Economic Impact\u2122 study examines Iterable\u2019s financial impact on a marketing organization and the potential return on investment (ROI) by deploying Iterable.<\/p>\r\n<p>Iterable\u2019s truly cross-channel solution enables marketers to reduce dependencies on engineering and drive increased engagement and revenue through personalization and multi-channel campaigns.<\/p>\r\n<ul>\r\n\t<li>Using Iterable increased abandoned shopping cart recovery by 20%<\/li>\r\n\t<li>Switching to Iterable resulted in a 15% YoY increase in the number of messages sent<\/li>\r\n\t<li>Investing in Iterable yielded a 700% ROI due to increased revenue<\/li>\r\n<\/ul>","post_title":"The Total Economic Impact of Iterable","post_excerpt":"A commissioned study conducted by Forrester Consulting","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"forrester-tei","to_ping":"","pinged":"","post_modified":"2020-11-03 08:23:49","post_modified_gmt":"2020-11-03 16:23:49","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/forrester-tei\/","menu_order":60,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/forrester-tei\/"},{"ID":11345,"post_author":"41","post_date":"2018-01-03 03:36:02","post_date_gmt":"2018-01-03 11:36:02","post_content":"<p>We analyzed the push messaging strategies of the top 100 freemium mobile games in the U.S. to study how they communicate with their users.<\/p>\r\n<p>We note how and when pushes were sent, as well as how push strategy varied by game genre.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Insightful statistics about the country's top grossing mobile games<\/li>\r\n\t<li>Case studies with real-life examples of gaming push notifications<\/li>\r\n\t<li>Recommendations on how to make your pushes stand out<\/li>\r\n<\/ul>","post_title":"The Growth Marketing Guide for Mobile Gaming","post_excerpt":"Top User Engagement Report for Mobile Gaming","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mobile-gaming","to_ping":"","pinged":"","post_modified":"2020-11-03 08:23:43","post_modified_gmt":"2020-11-03 16:23:43","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/mobile-gaming\/","menu_order":61,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/mobile-gaming\/"},{"ID":11344,"post_author":"41","post_date":"2018-01-03 03:36:01","post_date_gmt":"2018-01-03 11:36:01","post_content":"<p>Did you know over 75% of online shopping carts are abandoned on e-commerce sites? As more consumers are browsing across multiple devices, it\u2019s exceedingly more difficult to convert their actions into cash. Are you thinking about the complicated checkout process requiring an account creation?<\/p>\r\n<p>We\u2019ve created a helpful checklist with the top five best practices you should follow to recover more abandoned shopping carts.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Most common reasons for abandoned shopping carts<\/li>\r\n\t<li>Tips on how to personalize the experience for your customers<\/li>\r\n\t<li>The benefits of using a truly omni-channel marketing platform<\/li>\r\n<\/ul>","post_title":"Convert More Abandoned Shopping Carts Into Cash","post_excerpt":"5 growth marketing best practices you should follow","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"shopping-cart-abandonment-checklist","to_ping":"","pinged":"","post_modified":"2020-11-03 08:23:38","post_modified_gmt":"2020-11-03 16:23:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment-checklist\/","menu_order":62,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment-checklist\/"},{"ID":11343,"post_author":"41","post_date":"2018-01-03 03:35:59","post_date_gmt":"2018-01-03 11:35:59","post_content":"<ul>\r\n\t<li>What is Growth Marketing?<\/li>\r\n\t<li>Framework for understanding how marketing is evolving.<\/li>\r\n\t<li>What is a Growth Marketing Platform?<\/li>\r\n<\/ul>\r\n<p>This whitepaper will tell you all you need to know to understand Growth Marketing.<\/p>\r\n<p>It will also give you the pointers you need to use it and start building a team around it.<\/p>","post_title":"An Introduction to Growth Marketing","post_excerpt":"Discover & Leverage Growth Marketing Principles From The Experts","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth","to_ping":"","pinged":"","post_modified":"2020-11-03 08:23:33","post_modified_gmt":"2020-11-03 16:23:33","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/growth\/","menu_order":63,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/growth\/"},{"ID":11338,"post_author":"41","post_date":"2018-01-03 03:35:50","post_date_gmt":"2018-01-03 11:35:50","post_content":"<p>Retailers rely on staying top of mind with the consumers who buy from them, yet many struggle to accomplish this through their marketing. Inside Iterable\u2019s research report, we discuss the current state of omni-channel marketing in retail. We uncover how 300 major North American brands think, act, and prepare for an omni-channel marketing future.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The four major hurdles that all retailers must clear before they see success<\/li>\r\n\t<li>How major retailers approach their internal omni-channel strategies<\/li>\r\n\t<li>The top performing channels for modern retail marketers<\/li>\r\n<\/ul>","post_title":"Retail Report: Developing a One-to-One Customer Conversation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"developing-a-one-to-one-customer-conversation","to_ping":"","pinged":"","post_modified":"2020-11-03 08:23:29","post_modified_gmt":"2020-11-03 16:23:29","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/whitepaper\/developing-a-one-to-one-customer-conversation\/","menu_order":64,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/developing-a-one-to-one-customer-conversation\/"},{"ID":9223,"post_author":"10","post_date":"2018-01-01 21:43:02","post_date_gmt":"2018-01-01 21:43:02","post_content":"<p>Learn how the company personalized its content and doubled its click-through rates.<\/p>","post_title":"How CreativeLive Uses Personalization to Engage 2+ Million Students","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-creativelive-uses-personalization-to-engage-2-million-students","to_ping":"","pinged":"","post_modified":"2018-01-01 21:43:02","post_modified_gmt":"2018-01-01 21:43:02","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=4990","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":10,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-creativelive-uses-personalization-to-engage-2-million-students\/"},{"ID":9224,"post_author":"10","post_date":"2017-11-09 16:47:41","post_date_gmt":"2017-11-09 16:47:41","post_content":"<p>We discuss the three major technical roadblocks to achieving omni-channel relevance and provide practical advice on creating a personalized customer experience.<\/p>","post_title":"No-Nonsense Strategy for Achieving Omni-Channel Relevance","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"no-nonsense-strategy-for-achieving-omni-channel-relevance","to_ping":"","pinged":"","post_modified":"2017-11-09 16:47:41","post_modified_gmt":"2017-11-09 16:47:41","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=5066","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/no-nonsense-strategy-for-achieving-omni-channel-relevance\/"},{"ID":9225,"post_author":"10","post_date":"2017-10-01 21:48:56","post_date_gmt":"2017-10-01 21:48:56","post_content":"<p>Learn\u00a0industry-wide trends and look at successful examples of welcome, blast, re-engagement and cart abandonment campaigns.<\/p>","post_title":"Customer Engagement Insights From the Top 100 Subscription Retailers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"customer-engagement-insights-from-the-top-100-subscription-retailers","to_ping":"","pinged":"","post_modified":"2017-10-01 21:48:56","post_modified_gmt":"2017-10-01 21:48:56","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=4991","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/customer-engagement-insights-from-the-top-100-subscription-retailers\/"},{"ID":1202,"post_author":"7","post_date":"2017-09-12 02:52:42","post_date_gmt":"2017-09-12 02:52:42","post_content":"","post_title":"Iterable_Curology_CaseStudy","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_curology_casestudy","to_ping":"","pinged":"","post_modified":"2019-05-19 18:25:17","post_modified_gmt":"2019-05-20 01:25:17","post_content_filtered":"","post_parent":3098,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/form\/whitepaper\/iterable_curology_casestudy\/"},{"ID":2582,"post_author":"1","post_date":"2017-09-11 14:03:37","post_date_gmt":"2017-09-11 14:03:37","post_content":"<p>The global skincare market is expected to reach over <a href=\"http:\/\/blog.marketresearch.com\/global-skincare-market-to-reach-135-billion-by-2021\" target=\"_blank\" rel=\"noopener noreferrer\">$135 billion<\/a> by 2021, but with only one dermatologist for every 36,000 Americans, prescription treatments are often inaccessible and expensive\u2014until now.<\/p>\r\n<figure><\/figure>\r\n<p>With over $17 million in funding and a business that has grown by over <a href=\"http:\/\/www.prnewswire.com\/news-releases\/curology-secures-15-million-in-series-b-funding-to-scale-direct-to-consumer-subscription-skincare-300317912.html\" target=\"_blank\" rel=\"noopener noreferrer\">500 percent<\/a> in the past year, <a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Curology<\/a> is on a mission to provide personalized prescription skincare for acne and anti-aging directly to tens of thousands of subscribers.<\/p>\r\n<p>Curology sets itself apart from other skincare companies by offering their patients customized combination treatments and one-to-one interactions with licensed dermatology providers.<\/p>\r\n<p>To achieve this personal touch, its team of marketers rely on Iterable\u2019s <a href=\"https:\/\/iterable.com\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Growth Marketing Platform<\/a> to deliver highly personalized content and relevance at scale.<\/p>\r\n<p>Download the <a href=\"https:\/\/iterable.com\/curology-casestudy\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Curology case study<\/a> to learn how the company <strong>improved customer engagement by 26% and increased sales by 10% <\/strong>by using Iterable.<\/p>\r\n<figure><img src=\"https:\/\/iterableblogimport.files.wordpress.com\/2017\/09\/96dcb-1schbecncrc6sysltjwhbag.png\" \/><\/figure>\r\n<h4>Iterable\u2019s Impact at\u00a0Curology<\/h4>\r\n<p>In the past, the growth marketing team at Curology used two separate platforms to manage email and SMS campaigns. Data silos hindered the company\u2019s ability to build robust subscriber profiles and deliver personalized messages in real time.<\/p>\r\n<p>Now, by partnering with Iterable, Curology has eliminated its data silos and <strong>increased its treatment plan compliance by 14 percent<\/strong> by incentivizing its customers with highly relevant messages.<\/p>\r\n<p>For example, members receive a daily SMS reminder to apply their acne treatment. Those that do are rewarded with a funny gif, encouraging patients to stick with their prescribed treatment regimen. Those who aren\u2019t engaging via SMS are sent targeted email follow-ups.<\/p>\r\n<p>This measured approach to SMS and email messaging is part of an in-depth process to drive relevance at every stage of Curology\u2019s customer experience. The company uses Iterable to ensure that members are following their skincare regimens and achieving better outcomes.<\/p>\r\n<p>And as Curology\u2019s marketers can attest, the more satisfied customers become, the greater the impact on top-line growth.<\/p>\r\n<p>Read the <a href=\"https:\/\/iterable.com\/curology-casestudy\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Curology case study<\/a> for all the key takeaways and a full workflow spotlight.<\/p>\r\n<p>Want to learn how your business can become a marketing success story?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/demo\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Contact us<\/a> to learn how you can achieve omni-channel relevance with the Iterable Growth Marketing Platform.<\/p>\r\n<figure><\/figure>","post_title":"How Curology Achieved 5X Growth By Adding a Personal Touch to Prescription Skincare","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-curology-achieved-5x-growth-by-adding-a-personal-touch-to-prescription-skincare","to_ping":"","pinged":"","post_modified":"2020-11-10 22:44:58","post_modified_gmt":"2020-11-11 06:44:58","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/how-curology-achieved-5x-growth-by-adding-a-personal-touch-to-prescription-skincare\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"1","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":99,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/how-curology-achieved-5x-growth-by-adding-a-personal-touch-to-prescription-skincare\/"},{"ID":2579,"post_author":"1","post_date":"2017-08-29 15:48:23","post_date_gmt":"2017-08-29 15:48:23","post_content":"No longer limited to on-demand groceries and takeout, the food delivery industry has evolved to include meal planning kits, complete with ingredients, recipes and drink pairings designed for busy families.\r\n\r\nMeal kit delivery services have raised more than <a href=\"https:\/\/techcrunch.com\/2017\/04\/16\/the-winner-of-the-meal-kit-market-wont-be-a-meal-kit-company-at-all\/\" target=\"_blank\" rel=\"noopener\">$650 million<\/a> of funding. Among these companies, <a href=\"https:\/\/www.blueapron.com\/\" target=\"_blank\" rel=\"noopener\">Blue Apron<\/a> and <a href=\"https:\/\/www.hellofresh.com\/tasty\/\" target=\"_blank\" rel=\"noopener\">HelloFresh<\/a> have drawn great attention from the market as two of the <a href=\"http:\/\/iterable.com\/subscription-retailers-report\" target=\"_blank\" rel=\"noopener\">top 100 subscription retailers<\/a>.\r\n\r\nThe former went public in June 2017, while the latter was recently valued at approximately <a href=\"https:\/\/www.cbinsights.com\/research\/blue-apron-valuation-history\/\" target=\"_blank\" rel=\"noopener\">$2 billion<\/a>. Both brands provide a weekly subscription that allows you to choose what you want to cook from a variety of menus.\r\n\r\nBut how are these meal kit providers engaging their customers? We did a <a href=\"https:\/\/www.slideshare.net\/Iterable\/blue-apron-vs-hellofresh-user-engagement-teardown-79255815\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> to compare Blue Apron and HelloFresh to give you an inside look into their customer messaging across email and mobile.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, subscribed to each service, downloaded their mobile apps before finishing our customer journey by canceling our subscriptions.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose omni-channel marketing satisfies customers\u2019 appetites. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/blue-apron-vs-hellofresh-user-engagement-teardown-79255815[\/embed]\r\n\r\nTo learn more about the marketing strategies of the top 100 subscription retailers, check out our <a href=\"http:\/\/iterable.com\/subscription-retailers-report\" target=\"_blank\" rel=\"noopener\">User Engagement Report<\/a>. You can also see our past comparative teardowns (including Uber vs. Lyft and Expedia vs. Priceline) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Blue Apron and HelloFresh are not Iterable customers.<\/em>","post_title":"Blue Apron vs. HelloFresh: Whose Marketing Satisfies Customers\u2019 Appetites?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"blue-apron-vs-hellofresh-whose-marketing-satisfies-customers-appetites","to_ping":"","pinged":"","post_modified":"2018-09-05 17:57:00","post_modified_gmt":"2018-09-05 17:57:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2017\/08\/29\/blue-apron-vs-hellofresh-whose-marketing-satisfies-customers-appetites\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/blue-apron-vs-hellofresh-whose-marketing-satisfies-customers-appetites\/"},{"ID":2572,"post_author":"1","post_date":"2017-07-31 18:42:22","post_date_gmt":"2017-07-31 18:42:22","post_content":"Back-to-school season may only be weeks away, but there\u2019s still time left to enjoy the summer with a well-earned vacation. Just a few clicks to book a hotel, flight and rental car, and you could be on your way to soaking up the sun.\r\n\r\nThe online travel booking market is worth <a href=\"https:\/\/www.statista.com\/download\/outlook\/whiterpaper\/Online_Travel_Booking_Outlook_1216.pdf\" target=\"_blank\" rel=\"noopener\">$179 billion<\/a> in global revenue and is expected to grow to $288 billion by 2021. With the multitude of sites available today, the competition is heating up as companies battle to become the world\u2019s digital travel agent.\r\n\r\nTwo such industry leaders are <a href=\"http:\/\/expedia.com\" target=\"_blank\" rel=\"noopener\">Expedia<\/a> and <a href=\"http:\/\/priceline.com\" target=\"_blank\" rel=\"noopener\">Priceline<\/a>. Their parent companies hold the lion\u2019s share of the market: Expedia, Inc. also manages 200 additional sites, including Travelocity, Orbitz, and Hotels.com, while The Priceline Group owns five other brands, including Kayak and Booking.com.\r\n\r\nBut which business does a better job marketing to its customers across channels? To give you an inside look into their messaging strategies, we conducted a <a href=\"https:\/\/www.slideshare.net\/Iterable\/expedia-vs-priceline-user-engagement-teardown\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> comparing the two household names.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps and abandoned package deals with both services.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose marketing strategy achieves omni-channel relevance and wins over today\u2019s travelers. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/expedia-vs-priceline-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Uber vs. Lyft and Marriott vs. Airbnb) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Expedia and Priceline are not Iterable customers.<\/em>","post_title":"Expedia vs. Priceline: Whose Marketing Stands Out to Travelers?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"expedia-vs-priceline-whose-marketing-stands-out-to-travelers","to_ping":"","pinged":"","post_modified":"2017-12-21 04:35:47","post_modified_gmt":"2017-12-21 04:35:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2017\/07\/31\/expedia-vs-priceline-whose-marketing-stands-out-to-travelers\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/expedia-vs-priceline-whose-marketing-stands-out-to-travelers\/"},{"ID":1035,"post_author":"7","post_date":"2017-06-27 16:25:43","post_date_gmt":"2017-06-27 16:25:43","post_content":"","post_title":"Iterable_CreativeLive_CaseStudy","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_creativelive_casestudy","to_ping":"","pinged":"","post_modified":"2017-06-27 16:25:43","post_modified_gmt":"2017-06-27 16:25:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/Iterable_CreativeLive_CaseStudy.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/iterable_creativelive_casestudy\/"},{"ID":2565,"post_author":"1","post_date":"2017-06-19 15:55:47","post_date_gmt":"2017-06-19 15:55:47","post_content":"Competition in the world of grocery delivery is becoming increasingly cut-throat, as seen with <a href=\"http:\/\/www.businesswire.com\/news\/home\/20170616005338\/en\/Amazon-Acquire-Foods-Market\" target=\"_blank\" rel=\"noopener\">Amazon\u2019s recent acquisition of Whole Foods<\/a> for $13.4 billion.\r\n\r\nThe grocery industry accounts for around <a href=\"https:\/\/www.nytimes.com\/2017\/06\/16\/business\/dealbook\/amazon-whole-foods.html\" target=\"_blank\" rel=\"noopener\">$700\u2013800 billion in annual sales<\/a>, and the showdown has intensified between long-standing supermarket chains and rapidly growing disruptors.\r\n\r\nTwo such competitors at odds are <a href=\"http:\/\/safeway.com\" target=\"_blank\" rel=\"noopener\">Safeway<\/a>, a household name with over 1,300 locations, and <a href=\"http:\/\/instacart.com\" target=\"_blank\" rel=\"noopener\">Instacart<\/a>, the Silicon Valley unicorn currently valued at $3.4 billion. Both companies provide same-day grocery delivery services in most major U.S. cities.\r\n\r\nBut which business does a better job marketing to its customers using omni-channel strategies? To give you an inside look into their messaging strategies, we conducted a <a href=\"https:\/\/www.slideshare.net\/Iterable\/safeway-vs-instacart-user-engagement-teardown\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> comparing the two brands.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps and ordered groceries with both services, all in the spirit of observing which types of behavioral data might trigger activity-based messaging.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose marketing delivers a fresher experience. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/safeway-vs-instacart-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Uber vs. Lyft and Marriott vs. Airbnb) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Safeway and Instacart are not Iterable customers.<\/em>","post_title":"Safeway vs. Instacart: Whose Marketing Delivers a Fresher Service?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"safeway-vs-instacart-whose-marketing-delivers-a-fresher-service","to_ping":"","pinged":"","post_modified":"2017-12-20 23:20:30","post_modified_gmt":"2017-12-20 23:20:30","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/safeway-vs-instacart-whose-marketing-delivers-a-fresher-service\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/safeway-vs-instacart-whose-marketing-delivers-a-fresher-service\/"},{"ID":2562,"post_author":"1","post_date":"2017-05-24 14:15:35","post_date_gmt":"2017-05-24 14:15:35","post_content":"The weather is heating up and so is the competition between travel and hospitality companies eager to profit off vacationers this summer.\r\n\r\nWhen it comes to lodging, travelers often choose to book a hotel room, but leaders of the sharing economy have increased the demand for short-term home rentals.\r\n\r\nIf you\u2019ve ever wondered how omni-channel marketing strategies differ between a long-standing brand like <a href=\"http:\/\/marriott.com\" target=\"_blank\" rel=\"noopener\">Marriott<\/a> and an industry disruptor like <a href=\"http:\/\/airbnb.com\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a>, then you\u2019ll love our latest <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>.\r\n\r\nWe analyzed how these two household names are messaging consumers across email and mobile as two critical pieces of their omni-channel marketing program.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles and downloaded their mobile apps, before booking and canceling reservations.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well when it comes to personalizing, segmenting and engaging their users and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who is the host with the most when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/marriott-vs-airbnb-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative omni-channel teardowns (including Uber vs. Lyft and Indeed vs. Angellist) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Marriott and Airbnb are not Iterable customers.<\/em>\r\n<figure><\/figure>","post_title":"Marriott vs. Airbnb: Whose Marketing Delivers a Luxury Experience?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marriott-vs-airbnb-whose-marketing-delivers-a-luxury-experience","to_ping":"","pinged":"","post_modified":"2017-12-20 23:35:08","post_modified_gmt":"2017-12-20 23:35:08","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/marriott-vs-airbnb-whose-marketing-delivers-a-luxury-experience\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/marriott-vs-airbnb-whose-marketing-delivers-a-luxury-experience\/"},{"ID":937,"post_author":"7","post_date":"2017-04-24 18:12:58","post_date_gmt":"2017-04-24 18:12:58","post_content":"","post_title":"Iterable_CaseStudy_Zillow","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_casestudy_zillow","to_ping":"","pinged":"","post_modified":"2019-05-19 17:29:41","post_modified_gmt":"2019-05-20 00:29:41","post_content_filtered":"","post_parent":3098,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/Iterable_CaseStudy_Zillow.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/form\/whitepaper\/iterable_casestudy_zillow\/"},{"ID":2555,"post_author":"1","post_date":"2017-04-10 16:44:51","post_date_gmt":"2017-04-10 16:44:51","post_content":"Grab your popcorn and take a seat, because it\u2019s time for another inside look into the omni-channel messaging strategies of leading B2C brands.\r\n\r\nThis installment features two leading movie theater chains in the U.S., <a href=\"https:\/\/www.amctheatres.com\/\" target=\"_blank\" rel=\"noopener\">AMC Theatres<\/a> and <a href=\"https:\/\/drafthouse.com\/\" target=\"_blank\" rel=\"noopener\">Alamo Drafthouse<\/a>. While AMC is now the leading theater chain globally, Texas-based Alamo Drafthouse is expanding rapidly as well.\r\n\r\nIn our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, we analyze how these competitors are marketing their services across email and SMS.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We then completed our profiles, downloaded their mobile apps and booked movie tickets.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who gets two thumbs up when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/amc-theatres-vs-alamo-drafthouse-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Uber vs. Lyft and Indeed vs. Angellist) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: AMC Theatres and Alamo Drafthouse are not Iterable customers.<\/em>","post_title":"AMC Theatres vs. Alamo Drafthouse: Whose Marketing Receives Five Stars?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"amc-theatres-vs-alamo-drafthouse-whose-marketing-receives-five-stars","to_ping":"","pinged":"","post_modified":"2017-12-21 04:51:40","post_modified_gmt":"2017-12-21 04:51:40","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/amc-theatres-vs-alamo-drafthouse-whose-marketing-receives-five-stars\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/amc-theatres-vs-alamo-drafthouse-whose-marketing-receives-five-stars\/"},{"ID":9226,"post_author":"10","post_date":"2017-04-01 22:44:49","post_date_gmt":"2017-04-01 22:44:49","post_content":"<p>We compare Uber and Lyft's marketing efforts and offer recommendations on how similar businesses can increase user engagement across all channels.<\/p>","post_title":"Best Practices for Mobile-First Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"best-practices-for-mobile-first-marketing","to_ping":"","pinged":"","post_modified":"2017-04-01 22:44:49","post_modified_gmt":"2017-04-01 22:44:49","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=4998","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/best-practices-for-mobile-first-marketing\/"},{"ID":916,"post_author":"7","post_date":"2017-03-27 23:29:26","post_date_gmt":"2017-03-27 23:29:26","post_content":"","post_title":"Iterable SingleCare Case Study","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_singlecare_casestudy","to_ping":"","pinged":"","post_modified":"2017-03-27 23:35:30","post_modified_gmt":"2017-03-27 23:35:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/Iterable_SingleCare_CaseStudy.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/iterable_singlecare_casestudy\/"},{"ID":2552,"post_author":"1","post_date":"2017-03-21 20:44:07","post_date_gmt":"2017-03-21 20:44:07","post_content":"Whether it\u2019s gaming apps, subscription services or leaders in the sharing economy, more businesses have been built around the mobile experience.\r\n\r\nWhich marketing strategies should these mobile-first companies deploy to better engage their customers?\r\n\r\nConsidered Silicon Valley \u201cunicorns,\u201d ride-sharing companies <a href=\"http:\/\/www.uber.com\" target=\"_blank\" rel=\"noopener\">Uber<\/a> and <a href=\"http:\/\/www.lyft.com\" target=\"_blank\" rel=\"noopener\">Lyft<\/a> are two top mobile-first businesses in a race to acquire and retain new users.\r\n\r\nIn our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, we analyze how these competitors are marketing their services across email and SMS.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of two weeks. We then completed our profiles and downloaded their mobile apps to book rides and refer their services to friends.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who receives a 5-star rating when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/uber-vs-lyft-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Indeed vs. Angellist and Starbucks vs. Peet\u2019s and Philz) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Uber and Lyft are not Iterable customers.<\/em>","post_title":"Uber vs. Lyft: Whose Marketing Wins the Race?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"uber-vs-lyft-whose-marketing-wins-the-race","to_ping":"","pinged":"","post_modified":"2017-12-20 23:54:32","post_modified_gmt":"2017-12-20 23:54:32","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/uber-vs-lyft-whose-marketing-wins-the-race\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/uber-vs-lyft-whose-marketing-wins-the-race\/"},{"ID":2548,"post_author":"1","post_date":"2017-02-15 16:32:56","post_date_gmt":"2017-02-15 16:32:56","post_content":"The start of a new year is a popular time for job searching (<a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">hint: we are hiring!<\/a>), so if you\u2019re in the process of finding your next gig, there\u2019s a good chance that you began by browsing for listings on <a href=\"http:\/\/indeed.com\" target=\"_blank\" rel=\"noopener\">Indeed<\/a> or <a href=\"http:\/\/angel.co\" target=\"_blank\" rel=\"noopener\">AngelList<\/a>.\r\n\r\nBut which company does a better job of sharing their job postings through the different communication channels? We\u2019ve created a <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> that compares the omni-channel strategies of each leading career site.\r\n\r\nFounded in 2004, Indeed is an incumbent in the job search industry that serves over 200 million monthly users globally.\r\n\r\nAngelList, a popular Silicon Valley alternative founded in 2010, focuses on serving the startup community.\r\n\r\nWe wanted to know how these companies engaged their users, so we signed up for an account on each site and increased our level of activity over the course of two weeks.\r\n\r\nWe completed our resumes and downloaded their mobile apps to search for and save job opportunities. Then we applied to positions on both desktop and mobile.\r\n\r\nAfter analyzing the content of all emails and push notifications received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who landed the job when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/indeed-vs-angellist-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past teardowns (including Pinterest, Dollar Shave Club and more) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\nFor more information on how to build world-class user engagement campaigns achieving omni-channel relevance, take a look at our <a href=\"https:\/\/iterable.com\/resources\/case-studies\/\" target=\"_blank\" rel=\"noopener\">recent case studies<\/a> and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.\r\n\r\n<em>Note: Indeed and AngelList are not Iterable customers.<\/em>","post_title":"Who Lands the Job? Indeed vs. AngelList","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"who-lands-the-job-indeed-vs-angellist","to_ping":"","pinged":"","post_modified":"2017-12-21 04:58:38","post_modified_gmt":"2017-12-21 04:58:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2017\/02\/15\/who-lands-the-job-indeed-vs-angellist\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/who-lands-the-job-indeed-vs-angellist\/"},{"ID":9227,"post_author":"10","post_date":"2017-02-01 22:56:46","post_date_gmt":"2017-02-01 22:56:46","post_content":"<p>We look at welcome, shopping cart abandonment and blast campaigns and show aggregate data as well as examples of what to emulate and what to avoid.<\/p>","post_title":"Email Strategies of the Top 100 E-Retailers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-strategies-of-the-top-100-e-retailers","to_ping":"","pinged":"","post_modified":"2017-02-01 22:56:46","post_modified_gmt":"2017-02-01 22:56:46","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=resource&#038;p=5000","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":39,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/email-strategies-of-the-top-100-e-retailers\/"},{"ID":803,"post_author":"7","post_date":"2017-01-26 17:39:08","post_date_gmt":"2017-01-26 17:39:08","post_content":"","post_title":"Iterable Rocksbox Case Study","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_rocksbox_casestudy-2","to_ping":"","pinged":"","post_modified":"2017-01-26 17:39:46","post_modified_gmt":"2017-01-26 17:39:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/01\/Iterable_Rocksbox_CaseStudy.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/iterable_rocksbox_casestudy-2\/"},{"ID":2537,"post_author":"1","post_date":"2016-08-04 18:31:01","post_date_gmt":"2016-08-04 18:31:01","post_content":"With 100 days left to the election, the US presidential race is in the final stretch. Things are heating up. In fact, that\u2019s quite an understatement.\r\n\r\nSo we thought it would be interesting to take one more look at how the Trump and Hillary campaigns are engaging their supporters across different channels. We <a href=\"https:\/\/iterable.com\/blog\/user-engagement-teardown-hillary-vs-trump\" target=\"_blank\" rel=\"noopener\">analyzed both campaigns back in October<\/a> and found some stark differences in how they were messaging their followers. (We\u2019re re-posting the Slideshare at the end of this post in case you want to review that first teardown.)\r\n\r\nSome things have changed but others haven\u2019t. First what has changed:\r\n<ol>\r\n \t<li>The Trump campaign has ramped up their messaging. The number of emails sent more than doubled, and they are now active on SMS.<\/li>\r\n \t<li>The Hillary campaign has also ramped up messaging, from an already high base. It also more than doubled, and they are also now active on SMS.<\/li>\r\n<\/ol>\r\nAnd the things that have <em>not<\/em> changed:\r\n<ol>\r\n \t<li>The Hillary campaign is still sending <em>way more<\/em> messages than Trump.<\/li>\r\n \t<li>The Hillary campaign is still presenting followers with more opportunities to engage (e.g., win Hamilton tickets, DNC tickets, etc.).<\/li>\r\n \t<li>The content of both campaigns\u2019 messages has actually converged. Most of the messages look very similar and have a similar tone.<\/li>\r\n \t<li>Even if both campaigns are adopting an omni-channel approach, neither of them is doing much coordination and alignment across channels (in this case email, SMS and social media).<\/li>\r\n<\/ol>\r\nWithout further ado, see below for the Hillary vs. Trump User Engagement Teardown (Take 2). <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/hillary-vs-trump-user-engagement-teardown-take-2[\/embed]\r\n\r\nFor those of you that want to look at the original teardown, here it is:\r\n\r\n[embed]http:\/\/www.slideshare.net\/Iterable\/iterable-hillary-trumpteardown[\/embed]\r\n\r\nYou can download the slides and see our past teardowns (including Pinterest, Dollar Shave Club and more) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: The Hillary and Trump campaigns are not <\/em><em>Iterable<\/em><em> customers.<\/em>","post_title":"Things Are Heating Up: Hillary vs. Trump","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"things-are-heating-up-hillary-vs-trump","to_ping":"","pinged":"","post_modified":"2017-12-21 05:58:38","post_modified_gmt":"2017-12-21 05:58:38","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/things-are-heating-up-hillary-vs-trump\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/things-are-heating-up-hillary-vs-trump\/"},{"ID":2536,"post_author":"1","post_date":"2016-07-21 18:24:08","post_date_gmt":"2016-07-21 18:24:08","post_content":"How does a billion-dollar startup engage its customers? Today\u2019s <a href=\"https:\/\/iterable.com\/user-engagement-teardowns?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> answers that question.\r\n\r\nFrom their <a href=\"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI\" target=\"_blank\" rel=\"noopener\">viral launch video<\/a> in 2012 to <a href=\"http:\/\/fortune.com\/2016\/07\/19\/unilever-buys-dollar-shave-club-for-1-billion\/\" target=\"_blank\" rel=\"noopener\">this week\u2019s $1B acquisition<\/a> by Unilever, <a href=\"https:\/\/www.dollarshaveclub.com\/\" target=\"_blank\" rel=\"noopener\">Dollar Shave Club<\/a> has been a massive success. In just four years they captured 15% of their market and became legitimate competitors to consumer packaged goods (CPG) giants like P&amp;G and Unilever.\r\n\r\nIn fact, their user engagement activities give us a peek into the future of CPG marketing. Their style stands in deep contrast to traditional CPG marketing that relies primarily on mass-market TV and radio advertising.\r\n\r\nGiven Dollar Shave Club\u2019s subscription business model, ongoing user engagement is especially important. From initial conversion to re-activation, building strong, long-term customer relationships is crucial for their business. They have a great product and service, but they also have to be doing something right in how they engage customers.\r\n\r\nWe took 21 days to analyze what Dollar Shave Club does to convert users into customers and customers into loyal brand advocates. We signed up, subscribed, downloaded, followed, liked, clicked, tapped, browsed, and even purchased, and now we\u2019re sharing it with you.\r\n\r\nTake a look at the teardown slides below. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/dollar-shave-clubs-billion-dollar-user-engagement-64256508[\/embed]\r\n\r\nIf you\u2019re short of time, here are some of the highlights (but we really encourage you to look at the slides!):\r\n\r\n<strong>Welcome Series \u2014 <\/strong>Dollar Shave Club sent an excellent multi-message welcome series that included five emails spread out across the first 19 days.\r\n\r\n<strong>Blast Emails \u2014 <\/strong>Dollar Shave Club sent only one blast email, related to Father\u2019s Day. We like that the brand prioritized triggered campaigns over general blast emails. However, there is value to be found in regular blasts, especially if they are personalized.\r\n\r\n<strong>Triggered Emails<\/strong> \u2014 We received a <a href=\"https:\/\/iterable.com\/resources\/whitepapers?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">shopping cart abandonment email<\/a> two days after we put items in our cart. It matched the rest of the emails in design and the subject line caught our attention (\u201cWhere did you go?\u201d). However, there is definitely a lot of potential for more triggered, personalized campaigns in their mix.\r\n\r\n<strong>Transactional Emails<\/strong> \u2014 Dollar Shave Club included all the necessary information (e.g., order number, delivery date, items ordered, and package tracking), but they stand out by including links to their blog, a preference center link, referral codes, and a link to download their app.\r\n\r\n<strong>Push Notifications \u2014 <\/strong>Even though we downloaded their Android and iOS apps, we only received one push notification. We would have loved to see omni-channel coordination. Building a brand that feels seamless across email, push, and social media could increase conversions and encourage long-term, loyal brand advocates.\r\n\r\n<strong>Social Media \u2014 <\/strong>Dollar Shave Club posted very regularly on the major social media channels (Twitter, Facebook and Instagram), mostly linking to blog content and the occasional product feature, but it was almost never coordinated with their email messaging.\r\n\r\n<strong>Reactivation \u2014 <\/strong>There could have been more ongoing engagement, especially around reactivation. Two weeks after canceling our service we still haven\u2019t received any personalized messages trying to win us back.\r\n\r\nAs always, anything we recommend in the teardowns can be done using the <a href=\"https:\/\/iterable.com?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">Iterable Growth Marketing Platform<\/a>.\r\n\r\nInterested in more User Engagement Teardowns? You can find them all on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">teardowns page<\/a>, where you can also subscribe to get emails when we publish new ones.\r\n\r\nFor more information on how to build world-class user engagement campaigns, take a look at our <a href=\"https:\/\/iterable.com\/resources\/case-studies?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">recent case studies<\/a> and <a href=\"https:\/\/pages.iterable.com\/demo\/?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.\r\n\r\n<em>Note: Dollar Shave Club is not an Iterable customer.<\/em>","post_title":"Dollar Shave Club\u2019s Billion-Dollar User Engagement","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dollar-shave-clubs-billion-dollar-user-engagement","to_ping":"","pinged":"","post_modified":"2017-12-21 02:02:22","post_modified_gmt":"2017-12-21 02:02:22","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/dollar-shave-clubs-billion-dollar-user-engagement\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/dollar-shave-clubs-billion-dollar-user-engagement\/"},{"ID":2529,"post_author":"1","post_date":"2016-06-02 17:30:31","post_date_gmt":"2016-06-02 17:30:31","post_content":"Today, we\u2019re excited to share our latest <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, analyzing and comparing the user engagement of some of the country\u2019s most prolific coffee brands: <strong>Peet\u2019s Coffee &amp; Tea<\/strong>, <strong>Starbucks<\/strong> and <strong>Philz Coffee<\/strong>.\r\n\r\nAnd there is something new in this teardown: we also followed each of the brands on their social media channels and mapped their activity against their messaging!\r\n\r\nUser engagement is about more than just sending email and push notifications; it encompasses every single possible touchpoint across channels, and social media is a big part of how brands today engage with their users\/customers. Few companies today are coordinating their omni-channel messaging, but we believe this will change.\r\n\r\n<strong>So how are Peet\u2019s, Starbucks and Philz doing?<\/strong>\r\n\r\nThe full teardown is below, but here are just a few quick takeaways:\r\n<ul>\r\n \t<li>Peet\u2019s sent great blast emails that included beautiful product images and sale details. However, we were bummed to only see one welcome email instead of a more robust \u201cseries.\u201d<\/li>\r\n \t<li>Starbucks employed almost the exact opposite strategy, sending only an extensive triggered welcome series. On social, their posts were frequent and featured beautiful imagery.<\/li>\r\n \t<li>The number of touchpoints from Philz was low, but from what we did receive, the email was beautiful and included a simple call to action that linked to other great content.<\/li>\r\n<\/ul>\r\nAs always, we\u2019ve identified things these companies do well and some areas where there is room for improvement. We hope you enjoy this teardown as much as you enjoy the coffee from these three great companies!\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare below, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/BghMECDXRN2kL9[\/embed]\r\n\r\nInterested in more teardowns? You can find them all on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns?utm_source=blog&amp;utm_medium=bottombanner&amp;utm_campaign=learn\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns page<\/a>, where you can also subscribe to get emails when we publish new ones.\r\n\r\nTo learn more about how to build world-class user engagement campaigns, check out Iterable and <a href=\"https:\/\/iterable.com\/demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.\r\n\r\n<em>Note: Peet\u2019s Coffee &amp; Tea, Starbucks and Philz Coffee are not Iterable customers.<\/em>","post_title":"User Engagement Teardown: Which Coffee Is the Cream of the Crop?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-which-coffee-is-the-cream-of-the-crop","to_ping":"","pinged":"","post_modified":"2017-12-21 06:48:53","post_modified_gmt":"2017-12-21 06:48:53","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/user-engagement-teardown-which-coffee-is-the-cream-of-the-crop\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-which-coffee-is-the-cream-of-the-crop\/"},{"ID":2526,"post_author":"1","post_date":"2016-03-10 17:00:43","post_date_gmt":"2016-03-10 17:00:43","post_content":"As the \u201clargest community marketplace for fashion,\u201d Poshmark is engaging its millions of shoppers through growth marketing campaigns that include omni-channel messages like blast and triggered emails and mobile push notifications.\r\n\r\nWe created an account on Poshmark and spent three weeks to gather details on all the ways Poshmark connected with us.\r\n\r\nOverall, we loved the welcome series which included both emails and push notifications. However, the content of the series could have included more details on the community aspect of the experience as well as more personalization when it came to the brands we were following.\r\n\r\nThe frequency of the daily blast emails and the push notifications was great because it kept Poshmark top of mind. We\u2019d recommend coordinating those messages across channels to build more awareness and even excitement about a particular campaign.\r\n\r\nCheck out the full teardown below to learn more. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/4MLmOgIdyamvOk[\/embed]\r\n\r\nFor more information on how to build world-class,\u00a0omni-channel campaigns, take a look at our recent <a href=\"https:\/\/iterable.com\/resources\/case-studies?utm_source=blog&amp;utm_medium=bottombanner&amp;utm_campaign=learn\" target=\"_blank\" rel=\"noopener\">case studies<\/a>.\r\n\r\nInterested in more user engagement teardowns? You can find them all on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">Teardowns page<\/a>, where you can also subscribe to get emails when we publish new ones.\r\n\r\n<em>Note: Poshmark is not an Iterable customer.<\/em>","post_title":"User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign to New Users","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-poshmark-sends-excellent-user-engagement-campaign-to-new-users","to_ping":"","pinged":"","post_modified":"2017-12-21 06:48:31","post_modified_gmt":"2017-12-21 06:48:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2016\/03\/10\/user-engagement-teardown-poshmark-sends-excellent-user-engagement-campaign-to-new-users\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-poshmark-sends-excellent-user-engagement-campaign-to-new-users\/"},{"ID":31,"post_author":"1","post_date":"2016-03-09 17:00:52","post_date_gmt":"2016-03-09 17:00:52","post_content":"Wanelo, an online \u201cmall on your phone\u201d curated by its millions of users, has taken advantage of growth marketing tools to build a user engagement program that spans multiple channels including email, mobile push and SMS.\r\n\r\nWe\u2019ve taken 21 days to investigate their user engagement and here\u2019s what we found regarding their omni-channel strategy.\r\n\r\nThe emails are well-designed and they seem to be coordinated with the push notifications from the Wanelo application. However, Wanelo might benefit from a more engaging, personalized welcome series and a shopping cart abandonment series.\r\n\r\nCheck out the full teardown below to learn more. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/Bdib2tjlw0Z16P[\/embed]\r\n\r\nFor more information on how to build a world-class user engagement campaigns, take a look at our recent <a href=\"https:\/\/iterable.com\/resources\/case-studies?utm_source=blog&amp;utm_medium=bottombanner&amp;utm_campaign=learn\" target=\"_blank\" rel=\"noopener\">case studies<\/a>.\r\n\r\n<em>Note: Wanelo is not an Iterable customer.<\/em>\r\n<figure><\/figure>","post_title":"User Engagement Teardown: Wanelo Coordinates Growth Marketing Campaigns Across Channels","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-wanelo-coordinates-growth-marketing-campaigns-across-channels","to_ping":"","pinged":"","post_modified":"2017-12-20 22:56:16","post_modified_gmt":"2017-12-20 22:56:16","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/user-engagement-teardown-wanelo-coordinates-growth-marketing-campaigns-across-channels\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-wanelo-coordinates-growth-marketing-campaigns-across-channels\/"},{"ID":29,"post_author":"1","post_date":"2015-10-05 16:04:02","post_date_gmt":"2015-10-05 16:04:02","post_content":"For this User Engagement Teardown, we are doing something a bit different: we are looking at the presidential campaigns of <a href=\"http:\/\/hillaryclinton.com\" target=\"_blank\" rel=\"noopener\">Hillary Clinton<\/a> and <a href=\"http:\/\/donaldjtrump.com\" target=\"_blank\" rel=\"noopener\">Donald Trump<\/a>.\r\n\r\nWhile political campaigns aren\u2019t exactly B2C companies, modern campaigns (especially at the presidential level) absolutely need to do savvy political marketing across channels. Having a strong user engagement strategy is a big part of a successful campaign.\r\n\r\nAs you\u2019ll see in the teardown below, there are some big differences in the Hillary and Trump campaign strategies.\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/1hiMtTWtomwkiQ[\/embed]\r\n\r\nYou can download the slides and see our past teardowns (Pinterest, Vox and Jet.com) on our dedicated <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: The Hillary and Trump campaigns are not <\/em><em>Iterable<\/em><em> customers.<\/em>\r\n<figure><\/figure>","post_title":"User Engagement Teardown: Hillary vs. Trump","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-hillary-vs-trump","to_ping":"","pinged":"","post_modified":"2017-12-21 05:48:20","post_modified_gmt":"2017-12-21 05:48:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2015\/10\/05\/user-engagement-teardown-hillary-vs-trump\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-hillary-vs-trump\/"},{"ID":2524,"post_author":"1","post_date":"2015-09-21 16:07:37","post_date_gmt":"2015-09-21 16:07:37","post_content":"In this <a href=\"http:\/\/iterable.com\/teardown\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, we are taking a look at <a href=\"http:\/\/pinterest.com\" target=\"_blank\" rel=\"noopener\">Pinterest<\/a>, the wildly successful visual bookmarking or \u201cpinning\u201d site. As of October 2016, they have over <a href=\"https:\/\/blog.pinterest.com\/en\/150-million-people-finding-ideas-pinterest\" target=\"_blank\" rel=\"noopener\">150M active users<\/a>!\r\n\r\nYou would expect Pinterest to have done a good job of user engagement and that is indeed what we found. We created an account on Pinterest, studied how they communicated with their subscribers across the channels in a course of three weeks.\r\n\r\nTake a look at the slides below for more \u2014 we think there are some great lessons and ideas there for all marketers who want to drive their engagement with users.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/358rLsp8a2fqBy[\/embed]\r\n\r\n<em>Note: Pinterest is not an Iterable customer.<\/em>\r\n<figure><\/figure>","post_title":"User Engagement Teardown: Pinterest","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-pinterest","to_ping":"","pinged":"","post_modified":"2017-12-20 22:32:01","post_modified_gmt":"2017-12-20 22:32:01","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/user-engagement-teardown-pinterest\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-pinterest\/"},{"ID":2523,"post_author":"1","post_date":"2015-09-09 16:02:55","post_date_gmt":"2015-09-09 16:02:55","post_content":"We published our <a href=\"http:\/\/blog.iterable.com\/introducing-the-user-engagement-teardown\/\" target=\"_blank\" rel=\"noopener\">first User Engagement Teardown (of Jet.com)<\/a> two weeks ago and we\u2019re now following it up with the next one: a look into how <a href=\"http:\/\/vox.com\" target=\"_blank\" rel=\"noopener\">Vox<\/a> engages its readers.\r\n\r\nVox is a general news site, part of the <a href=\"http:\/\/www.voxmedia.com\/\" target=\"_blank\" rel=\"noopener\">Vox Media<\/a> group of sites, and its engagement goals are therefore very different to those of Jet. In the teardown we take a look at what they\u2019re doing today and offer a few recommendations that could increase their readers\u2019 engagement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare below, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/wiETl9nZwpXBjG[\/embed]","post_title":"User Engagement Teardown: Vox","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-vox","to_ping":"","pinged":"","post_modified":"2017-12-21 01:26:48","post_modified_gmt":"2017-12-21 01:26:48","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/user-engagement-teardown-vox\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-vox\/"},{"ID":23,"post_author":"1","post_date":"2015-08-26 15:27:13","post_date_gmt":"2015-08-26 15:27:13","post_content":"We\u2019re excited to announce something we\u2019ve been working on for the last few weeks. We\u2019re calling it a <strong>\u201cUser Engagement Teardown\u201d<\/strong> and it\u2019s an <strong>analysis of how companies engage their users in the 3 weeks following a signup<\/strong>.\r\n\r\n<a href=\"http:\/\/iterable.com\/blog\/marketing-stack-user-acquisition-and-engagement\/\" target=\"_blank\" rel=\"noopener\">User engagement<\/a> is a key part of the marketing stack and a strong lever in driving growth. We think marketers will derive a lot of value from seeing and analyzing how leading companies engage their users.\r\n\r\nTo kick things off, we focused on <a href=\"http:\/\/jet.com\" target=\"_blank\" rel=\"noopener\">Jet.com<\/a>\u200a\u2014\u200aa recently launched e-commerce company. Take a look at the teardown below\u200a\u2014\u200ait gives some background on Jet, explains how we analyzed their engagement and shows the results.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/I0EuknX5udU9iP[\/embed]\r\n\r\n<em>Note: Jet.com is not an Iterable customer. <\/em>\r\n<figure><\/figure>","post_title":"Introducing the \u201cUser Engagement Teardown:\u201d Jet.com","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-the-user-engagement-teardown","to_ping":"","pinged":"","post_modified":"2017-12-21 05:50:34","post_modified_gmt":"2017-12-21 05:50:34","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/uncategorized\/introducing-the-user-engagement-teardown\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":30,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/introducing-the-user-engagement-teardown\/"},{"ID":11605,"post_author":"71","post_date":"2010-12-01 10:06:13","post_date_gmt":"2010-12-01 18:06:13","post_content":"<p><img class=\"alignnone size-medium wp-image-11440\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/morning-brew-logo-300x53.png\" alt=\"\" width=\"300\" height=\"53\" \/><\/p>\r\n<h4><strong>Continue building your personalization strategy using the power of data.<\/strong><\/h4>\r\n<p>When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn\u2019t know was possible.<\/p>\r\n<p>Don\u2019t stress about competing though, there\u2019s hope\u201483% of consumers will share their data in return for more personalized experiences. Data powers personalization, as we all know, leaving the key to unlocking your brand\u2019s maximum potential with you.<\/p>\r\n<p><strong>Download our Guide to Marketing Maturity to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Master the three distinct levels of personalization maturity<\/li>\r\n\t<li>Create dynamic content with user and event data, data feeds and metadata<\/li>\r\n\t<li>Learn how top brands are building individualized recommendations<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Hey there, Morning Brew fans!","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"3-levels-of-personalization-morning-brew","to_ping":"","pinged":"","post_modified":"2020-12-02 14:42:19","post_modified_gmt":"2020-12-02 22:42:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11605","menu_order":68,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/3-levels-of-personalization-morning-brew\/"},{"ID":11523,"post_author":"71","post_date":"2010-11-18 14:32:24","post_date_gmt":"2010-11-18 22:32:24","post_content":"<p><img class=\"alignnone size-medium wp-image-11440\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/morning-brew-logo-300x53.png\" alt=\"\" width=\"300\" height=\"53\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<h4>You have arrived! Start building the perfect customer journey with our latest guide.\u00a0<\/h4>\r\n<p>&nbsp;<\/p>\r\n<p>Whether your brand uses storyboards, the design thinking process, or intuition to build out its customer lifecycle map, that process is only valuable to your marketing and sales teams. After all, no customer ever thinks to themselves that they\u2019re in the \u201cawareness\u201d stage of a brand-centric journey.<\/p>\r\n<p>In this white paper, we\u2019re going to explain how you can break out of this thinking pattern and build a customer journey that engages and retains your customers for life.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The four steps to creating a customer journey<\/li>\r\n\t<li>The difference between a lifecycle map and a journey map<\/li>\r\n\t<li>How to integrate the customer journey with your lifecycle map<\/li>\r\n<\/ul>","post_title":"Welcome Marketing Brew Readers!","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-lifecycle-mapping-morning-brew","to_ping":"","pinged":"","post_modified":"2020-11-18 15:21:52","post_modified_gmt":"2020-11-18 23:21:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11523","menu_order":66,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping-morning-brew\/"},{"ID":11436,"post_author":"71","post_date":"2010-11-10 14:27:17","post_date_gmt":"2010-11-10 22:27:17","post_content":"<p><img class=\"alignnone size-medium wp-image-11440\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/morning-brew-logo-300x53.png\" alt=\"\" width=\"300\" height=\"53\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<h4>Taking the work out of your workflows with our latest guide.<\/h4>\r\n<p>&nbsp;<\/p>\r\n<p>Turns out, marketing automation isn't always so automated. Industry research says it can take up to 2+ weeks to create one single email.<\/p>\r\n<p><br \/>\r\nTake back your time and devote it to the most valuable part of the email process: Creating personalized workouts--oops, we mean workflows that resonate with your customers.<\/p>\r\n<p><br \/>\r\nThis guide will discuss the technological limitations of legacy marketing platforms and what you need to build a customer messaging workflow. No planks necessary.<\/p>\r\n<p><strong>Sprint away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why lifecycle maps don\u2019t always translate into your email service provider<\/li>\r\n\t<li>The four building blocks of a customer messaging workflow<\/li>\r\n\t<li>How a floral subscription business in the U.K. doubled its number of reactivations using a growth marketing platform like Iterable<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Welcome Marketing Brew Readers!","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-workflow-building-morning-brew","to_ping":"","pinged":"","post_modified":"2020-11-18 15:10:00","post_modified_gmt":"2020-11-18 23:10:00","post_content_filtered":"","post_parent":0,"guid":"http:\/\/iterable.com\/?post_type=whitepaper&#038;p=11436","menu_order":67,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","pretty_date":"November 29, 2016","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building-morning-brew\/"}]