[{"ID":100905,"post_author":"79","post_date":"2022-05-24 10:52:32","post_date_gmt":"2022-05-24 17:52:32","post_content":"<p>We tend to think of personalized marketing as tailoring content to match what customers want to receive. They have shopped for sweatshirts in the past? Let\u2019s send them emails with dynamic content featuring our best-selling sweatshirts. They used an in-app promo code? Let\u2019s send push notifications since they\u2019re clearly active mobile app users.<\/p>\r\n<p>On the other side of the same coin, however, is an additional layer of potential personalization\u2014what they don\u2019t want to receive. You, as a marketer, know your segments. You can send Gen-Z marketing messages featuring straight-leg jeans, while you save the skinny jean content for your Millennials. Yeah, yeah\u2014been there, done that.<\/p>\r\n<p>But, what if you reframe this example? Instead of thinking about tailoring to a specific audience, think about how the same messages are actually tailored to your other audiences. By sending straight-leg jeans to only Gen-Z, you\u2019re not sending that content to audiences that may not be interested.<\/p>\r\n<p>Now, go one step further. Rather than guessing what certain customers may or may not be interested in (some Millennials like straight-leg jeans), what if you just asked them what content they no longer wanted to receive? It\u2019s that easy. This is how providing personalized opt-outs for content types can create a highly-individualized customer experience.<\/p>\r\n<h3>Different from Standard Opt-Outs<\/h3>\r\n<p>You might be thinking, \u201cyeah, no duh, you <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/\" target=\"_blank\" rel=\"noopener\">legally have to include unsubscribe options<\/a> when you send marketing messages. This is old news.\u201d But, this kind of opt-out is different. Sure, some email unsubscribes provide the option of selecting which content the customer wants to receive, but this is after they\u2019ve already made the decision to unsubscribe from all email communications.<\/p>\r\n<p>Personalized opt outs are a different concept completely, the most common type being the holiday-themed opt out.<\/p>\r\n<h4>Holiday Opt-Outs<\/h4>\r\n<p><a href=\"https:\/\/www.businessinsider.com\/florist-praised-for-letting-customers-opt-out-of-mothers-day-emails-2019-3\" target=\"_blank\" rel=\"noopener\">Mother\u2019s Day<\/a> is a great example of a holiday that, while a cute family day for some, could be incredibly painful for those in complicated relationships with their mothers, those who have lost mothers, those who were hoping to be a mother, etc. Everyone is dealing with their own struggles. So, rather than inundate customers with content that may create a negative attitude towards your brand, ask if they\u2019re interested in receiving the content.<\/p>\r\n<p><a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle<\/a>, a coffee retailer, sent an email before both Mother\u2019s Day and Father\u2019s Day. Without bringing up anything that may be hurtful, they simply offered, with a clear CTA, the option to not receive any emails related to these holidays.<\/p>\r\n\r\n[caption id=\"attachment_100925\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-100925\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/File-46-1.jpg\" alt=\"Blue Bottle Opt-Out\" width=\"1125\" height=\"1377\" \/> <em>With the customer's name in the email, Blue Bottle kindly offers the a personalized way to opt out of emails related to Mother\u2019s Day and Father\u2019s Day. Source: <a href=\"https:\/\/www.linkedin.com\/posts\/vudynguyen_for-the-first-time-this-year-we-gave-everyone-activity-6924739291575193601-RtnY?utm_source=linkedin_share&amp;utm_medium=member_desktop_web\" target=\"_blank\" rel=\"noopener\">Vu Nguyen, on LinkedIn<\/a>. <\/em>[\/caption]\r\n\r\n<p>Blue Bottle lets customers opt out, with a clear CTA, but reassures them at the same time that they\u2019ll continue to receive content that isn\u2019t related to Mother\u2019s or Father\u2019s Day. Giving customers a holiday opt-out shows that your brand cares and wants every interaction to be as positive as possible.<\/p>\r\n<p><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\">Uncommon Goods<\/a>, an online retailer, also gave customers the option to opt-out of sensitive emails related to Father\u2019s Day. Not only that, but they provided additional content to help customers during this difficult time.<\/p>\r\n\r\n[caption id=\"attachment_100918\" align=\"alignnone\" width=\"968\"]<img class=\"size-full wp-image-100918\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-mail-google-mail-u-0-2022-05-23-10_02_55-edit.png\" alt=\"Uncommon Goods Father's Day Opt-Out\" width=\"968\" height=\"2734\" \/> <em>Uncommon Goods offers a virtual class to those who have experienced the loss of a father.<\/em>[\/caption]\r\n\r\n<p>Uncommon Goods presents a clear CTA at the top, giving customers the immediate option to opt out of all future Father\u2019s Day emails. When continuing to scroll, however, customers are given the option to sign up for a virtual class about love and loss. It\u2019s heartfelt, it\u2019s designed to help, and it\u2019s highly personalized.<\/p>\r\n<p>But, brands need to be careful about how they design these personalized opt-outs because they can backfire\u2014and have.<\/p>\r\n<h3>When Personalized Opt-Outs Could Do More Harm<\/h3>\r\n<p>Sending these more personal, sensitive emails can be tricky because the opt\u2013out email itself could be very triggering and alienating in certain circumstances. With multiple brands now hopping on this personalized opt-out bandwagon, customers could now receive multiple emails mentioning a \u201chard time.\u201d As highlighted in the <a href=\"https:\/\/www.independent.co.uk\/life-style\/women\/mothers-day-emails-opt-out-b2043940.html\" target=\"_blank\" rel=\"noopener\">Independent<\/a>, \u201c[A] Twitter user told me that the opt-out emails 'probably started for the right reasons' but now they find it a 'constant reminder of a day they would rather keep very low-key.'\"<\/p>\r\n<p>If customers would rather not bring attention to their difficult situations, being reminded of it constantly in their inbox could create a negative relationship with the brands who send them. A balance needs to be struck.<\/p>\r\n<p>In the future, rather than seeing these opt-outs with deep, emotional copy, maybe they\u2019ll be more straightforward. For example, just a short and sweet \u201cDo you want to opt-out of Mother\u2019s Day content?\u201d Or, another option would be to ask these questions as soon as a customer signs up for email. Send a quick checklist in your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a> asking which content they do and do not want to receive, such as which holidays they\u2019d like to see content for. This way, you don\u2019t have to ask again and the customer isn\u2019t triggered every time a holiday rolls around.<\/p>\r\n<p>As a brand you have to constantly stay ahead of the curve to make sure you\u2019re not becoming a part of a problem.<\/p>\r\n<h3>What\u2019s Next for Personalized Opt-Outs?<\/h3>\r\n<p>Being on the cusp of new trends is paramount if you want to avoid having your brand become part of the noise. So, how can your brand take personalized opt-outs further into new, unexplored territory?<\/p>\r\n<p>Think about all channels. We\u2019ve seen an <a href=\"https:\/\/www.washingtonpost.com\/business\/2022\/05\/05\/mothers-day-emails-opt-out\/\" target=\"_blank\" rel=\"noopener\">uptick in personalized opt-outs<\/a> via email, but, as a consumer, if I were to opt out of email communications around a specific event, I'd wonder about the other ways a brand can reach me. If I opt out of Father\u2019s Day emails, will I still get Father\u2019s Day push notifications? Texts? If you opt-out on one channel, you should be able to opt-out everywhere. A cross-channel opt-out would be the ultimate level of personalization, building a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of an individual customer.<\/p>\r\n<p><em>To learn more about individualized cross-channel marketing strategies, and how Iterable can help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How to Send Personalized Opt-Outs","post_excerpt":"Providing personalized opt-outs for certain content types can create a highly-individualized customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-send-personalized-opt-outs","to_ping":"","pinged":"","post_modified":"2022-05-24 11:44:45","post_modified_gmt":"2022-05-24 18:44:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 24, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"personalized opt-outs\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-send-personalized-opt-outs\/"},{"ID":100640,"post_author":"103","post_date":"2022-05-19 11:16:27","post_date_gmt":"2022-05-19 18:16:27","post_content":"<p>Is your messaging off pitch? Cross-channel experiences not staying on rhythm? At Iterable, we believe that personalization and cross-channel experiences are the two keys to a perfectly harmonized experience. In this session, we break down four essential campaigns to help you begin harmonizing your customer experience to have your audience singing your praises.<\/p>\r\n<p>To help you find the right melody, we\u2019ve sat down with Jasmine Hajjari, Loyalty and CRM Manager at Smoothie King and our very own Tasmin Singh, Manager, Customer Success at Iterable to walk you through best practices and real life examples.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Best practices for Welcome, Promotional, Abandonment, and Re-engagement Campaigns<\/li>\r\n\t<li>Real life examples of brands currently harmonizing their customer experience<\/li>\r\n\t<li>Data-backed findings providing actionable insights for your brand today<\/li>\r\n<\/ul>","post_title":"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-instrumental-campaigns-for-a-harmonized-cx-na","to_ping":"","pinged":"","post_modified":"2022-05-19 11:16:27","post_modified_gmt":"2022-05-19 18:16:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=100640","menu_order":2,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 19, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-instrumental-campaigns-for-a-harmonized-cx-na\/"},{"ID":100674,"post_author":"103","post_date":"2022-05-19 10:18:12","post_date_gmt":"2022-05-19 17:18:12","post_content":"<p>Is your messaging off pitch? Cross-channel experiences not staying on rhythm? At Iterable, we believe that personalisation and cross-channel experiences are the two keys to a perfectly harmonised experience. In this session, we break down four essential campaigns to help you begin harmonising your customer experience to have your audience singing your praises.<\/p>\r\n<p>To help you find the right melody, we\u2019ve sat down with Jasmine Hajjari, Loyalty and CRM Manager at Smoothie King and our very own Tasmin Singh, Manager, Customer Success at Iterable to walk you through best practices and real life examples.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Best practices for Welcome, Promotional, Abandonment, and Re-engagement Campaigns<\/li>\r\n\t<li>Real life examples of brands currently harmonising their customer experience<\/li>\r\n\t<li>Data-backed findings providing actionable insights for your brand today<\/li>\r\n<\/ul>","post_title":"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonised CX","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-instrumental-campaigns-for-a-harmonised-cx-emea","to_ping":"","pinged":"","post_modified":"2022-05-19 10:35:59","post_modified_gmt":"2022-05-19 17:35:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=100674","menu_order":1,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 19, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-EMEA.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The 4 Instrumental Campaigns for a Harmonised CX\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-EMEA.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-EMEA-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-EMEA-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-instrumental-campaigns-for-a-harmonised-cx-emea\/"},{"ID":100760,"post_author":"35","post_date":"2022-05-19 08:36:57","post_date_gmt":"2022-05-19 15:36:57","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode, we spoke with <a href=\"https:\/\/faraday.ai\/\" target=\"_blank\" rel=\"noopener\">predictive analytics and ethical AI experts<\/a>, Faraday, to get their thoughts on how marketers can begin\u2014or improve upon\u2014their AI journey now and in the future.\u00a0<\/p>\r\n<h3>Meet Andy From Faraday<\/h3>\r\n<p>In my conversation with Andy Rossmeissl, CEO at Faraday, we covered a wide range of AI topics, but I think you'll be most intrigued to learn how AI can impact personalization, what data sources you need, and how to limit bias in your AI engines. With third-parties traditionally playing such an important role in AI, Andy gives practical tips on what it takes to personalize communications using AI, but not relying on cookies. From there we touch on how to limit systemic biases in your AI, helping you build a closer, longer-lasting relationship with your customers.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Andy right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/W3vuVg7j64I[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: Faraday Talks About AI in Modern Marketing","post_excerpt":"For today's episode we spoke with ethical AI experts, Faraday, to get their thoughts on how marketers can begin their AI journey.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-and-listen-faraday-talks-ai-in-modern-marketing","to_ping":"","pinged":"","post_modified":"2022-05-19 08:36:57","post_modified_gmt":"2022-05-19 15:36:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100760","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 19, 2022","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/"},{"ID":100715,"post_author":"79","post_date":"2022-05-18 16:06:40","post_date_gmt":"2022-05-18 23:06:40","post_content":"<p>The first ever promotional campaign was <a href=\"https:\/\/www.printglobe.com\/blog\/2019\/08\/15\/the-history-of-promotional-products\/#:~:text=The%20first%20recorded%20instance%20of,that%20was%20just%20the%20beginning.\" target=\"_blank\" rel=\"noopener\">launched in 1789<\/a>. Granted, it was printed for a presidential campaign and wasn\u2019t an online retailer\u2019s email or push notification, but still\u20141789! That means promotional messages have been around for over 200 years. What\u2019s even more notable, however, is that traditional promotional messages continue to evolve.<\/p>\r\n<p>Over the past 200 years, marketers have started to learn what an effective promotional campaign looks like. And today, with new technological capabilities, marketers can implement strategies that elevate their promotional campaigns to improve engagement and the overall customer experience.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including promotional campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the second in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, promotional campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Promotional Campaigns?<\/h3>\r\n<p>Promotional campaigns are the bread and butter of traditional marketing. They\u2019re used to share information about a new product, new store location, or offer a discount. Think about all of the BOGO subject lines that have made their way into your inbox\u2014those are part of a promotional campaign. Promotional messaging is essential to how every brand keeps ties with customers.<\/p>\r\n<p>While onboarding and welcome campaigns generally come first in the lineup of customer communications, promotional campaigns can be woven throughout an entire customer journey. Once the welcome and onboarding sequences have ended and all the way through to re-engagement or post-purchase, brands can share information about products and services via promotional campaigns.<\/p>\r\n<p>To execute promotional campaigns effectively, there are four key elements you\u2019ll need to consider: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.<\/p>\r\n<h3>Setting Goals<\/h3>\r\n<p>Promotional campaigns of yore have often employed the \u201cbatch-and-blast\u201d method. The same exact promotional message was sent to large groups of customers, hoping it would resonate with someone. Today, when creating a promotional campaign, marketers often start with the goal. What is this promotional campaign trying to accomplish? What are the steps we want this individual customer to take?<\/p>\r\n<p>When setting out to create this promotional campaign, for example, <a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019<\/a>, the coffee brand America runs on, was clearly aiming to get their customers into their stores, instead of ordering online.<\/p>\r\n\r\n[caption id=\"attachment_100716\" align=\"alignnone\" width=\"1685\"]<img class=\"wp-image-100716 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-this-reward-requires-both-hands-2022-05-18-09_27_17-edit.png\" alt=\"Dunkin' In-Store Promotion\" width=\"1685\" height=\"3594\" \/> <em>For rewards members, Dunkin\u2019 offered bonus points (the equivalent of two drinks) to those customers who visited a Dunkin\u2019 location. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-reward-requires-both-hands\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Maybe there were new products they wanted customers to see in-store, maybe delivery fees were becoming too high. Whatever the reason was to get customers to visit a physical location, Dunkin\u2019 designed a promotional campaign with that goal in mind.<\/p>\r\n<h3>Segmenting Audiences<\/h3>\r\n<p>Like we said before, batch-and-blast promotional marketing just isn\u2019t it. The best part, though, is that it doesn\u2019t take much to elevate your promotional campaign. At the very least, you should be segmenting your audience to deliver content that resonates with each cohort. Audience segmentation is the first step in true customer personalization.<\/p>\r\n<p><a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a>, the music streaming service, understands the assignment when it comes to audience segmentation. Pop star, Olivia Rodrigo, released a limited edition cassette and, to promote the sale of the cassette, Spotify sent their email to the audience segment that listens to Olivia Rodrigo.<\/p>\r\n\r\n[caption id=\"attachment_100722\" align=\"alignnone\" width=\"1645\"]<img class=\"wp-image-100722 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-olivia-rodrigo-made-you-something-special-2022-05-18-09_46_55-edit.png\" alt=\"Spotify Olivia Rodrigo Segmented Promotional Campaign\" width=\"1645\" height=\"2805\" \/> <em>Spotify sent this segment-based email to Olivia Rodrigo fans, knowing that the cassette would sell better with this particular cohort. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/olivia-rodrigo-made-you-something-special\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Because Spotify collects zero-party data, they were able to easily identify the cohort that listens to Olivia\u2019s music and then, to garner the most engagement, used that information to send a promotional email. From the customer\u2019s end, this also has the impact of a highly personalized email because Spotify is paying attention to their data.<\/p>\r\n<h3>Using Real-Time Data<\/h3>\r\n<p>Audience segmentation is about using collected customer data, regardless of when the data has been gathered. Real-time data, however, utilizes a more as-it-happens approach, making immediate changes to marketing strategies based on consumer behavior.<\/p>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a real estate platform, uses customer search data to send hyper-individualized promotional campaigns. After a user has searched and saved homes, Zillow sends emails that feature the saved homes, show how the prices may have changed, and offer information on what\u2019s for sale and what\u2019s been sold near that home.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n[caption id=\"attachment_100728\" align=\"alignnone\" width=\"1645\"]<img class=\"size-full wp-image-100728\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity-2022-05-18-10_03_47-edit.png\" alt=\"Zillow promotional campaign\" width=\"1645\" height=\"3974\" \/> <em>Zillow sends individualized emails based on real-time events, keeping customers engaged. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Using real-time data is beneficial not only because it creates individualized content for each user, but also because it keeps the content dynamic to stay up-to-date and relevant. If a customer is actively looking at your site or app and then gets an email related to the content they\u2019re currently looking at, it\u2019s highly likely they\u2019ll engage with that email.<\/p>\r\n<h3>Promoting Cross-Channel<\/h3>\r\n<p>We\u2019ve talked a lot about promotional emails, but that\u2019s only the tip of the iceberg. Yes, email is a great channel for distributing promotional content, but it\u2019s not the only one. Brands can take advantage of other channels, like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, and direct mail, to create a unified, cross-channel experience that\u2019s tailored to the customer.<\/p>\r\n<p>Dog accessory brand, <a href=\"https:\/\/wildone.com\/\" target=\"_blank\" rel=\"noopener\">Wild One<\/a>, takes full advantage of using <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a> for promotional campaigns. In fact, to get customers to opt-in (<a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">a requirement for SMS<\/a>), they offer a 15% discount upon signing up.<\/p>\r\n\r\n[caption id=\"attachment_100753\" align=\"alignnone\" width=\"1010\"]<img class=\"wp-image-100753 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-2.-Example1-1.png\" alt=\"Wild One SMS Promotional Campaign\" width=\"1010\" height=\"670\" \/> <em>Wild One uses SMS to send promotional content like discounts and new product releases.<\/em>[\/caption]\r\n\r\n<p>What\u2019s especially appealing about Wild One\u2019s cross-channel strategy is the fact that they don\u2019t duplicate the promotional content they distribute. They understand that on the receiving end of these SMS messages is the same user who receives promotional email, so why send the same message twice? Promotional emails are meant to educate, engage, and sell\u2014not annoy.<\/p>\r\n<h3>Make It Easy for Customers to Like You<\/h3>\r\n<p>Promotional campaigns are designed to continuously promote your brand\u2014who you are, what you sell, and what\u2019s new. The trick is making it easy for customers to like your brand. A lot of the time customers can feel inundated with promotional content (heck, there\u2019s a whole tab that separates promotional emails in Gmail), so you\u2019ll need to find a way to make your messages stand out.<\/p>\r\n<p>With a clear goal, segmentation, real-time responsiveness, and a cross-channel strategy in place, your promotional campaigns will resonate with the right customers and improve their overall experience to keep them coming back for more.<\/p>\r\n<p><em>To learn more about promotional campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Promotional Campaigns","post_excerpt":"The key elements to consider for a promotional campaign are: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2022-05-18 16:06:40","post_modified_gmt":"2022-05-18 23:06:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100715","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"promotional campaigns\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-promotional-campaigns\/"},{"ID":100681,"post_author":"79","post_date":"2022-05-17 11:33:27","post_date_gmt":"2022-05-17 18:33:27","post_content":"<p>For those of you who aren\u2019t intimately familiar with Iterable <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d This is the place within the Iterable platform where marketers build a variety of customer journeys like welcome flows, purchase follow-ups, abandoned cart sequences, and re-engagement flows. This is where the magic happens.<\/p>\r\n<p>What looks like a beautiful refresh to our well-worn and well-loved Workflow Studio, is in fact a complete rewrite of every feature and every interaction. Why overhaul Iterable Studio? Marketers spend a lot of time building, tweaking, and reviewing performance of their journeys. As one of Iterable\u2019s most used products, we wanted Studio to sing!<\/p>\r\n<h3>The Updates<\/h3>\r\n<p>While many of our customers had gotten used to the old design, and had plenty of habits and workarounds to make it work the way they wanted, the experience of building out workflows felt stodgy, where <strong>we wanted light, easy, delightful, and joy-inducing<\/strong>.<\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/conchan\/\" target=\"_blank\" rel=\"noopener\">Connie Chan<\/a>, our designer extraordinaire, reinvented how a user would interact with Studio, leveraging our new design language, <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora<\/a>. The goal: to make it much easier and faster for marketers to build out their journeys by adding lots of space, intuitive patterns, and all of the needed resources. Throughout the process, she asked customers to play with prototypes to confirm their understanding of updates to the user experience and determine ways we could make it even easier to use.<\/p>\r\n<p>We also wanted to make sure that we were using language that made sense and felt good. Along with a dated design, the old Workflow Studio used a lot of jargon\u2014workflows, nodes, fields match, field split, oh my! We worked with our docs writer, <a href=\"https:\/\/www.linkedin.com\/in\/elizabeth-mills-4b0b8a5a\/\" target=\"_blank\" rel=\"noopener\">Elizabeth Mills<\/a>, who not only helped us include more user-friendly language, she also worked with Connie and I to explore user interactions, to make sure they were as simple as possible. As we worked to update the language in Studio, we interviewed our customers to find out which words best aligned with their function.<\/p>\r\n<h3>Getting User Feedback<\/h3>\r\n<p>It was important to start <strong>getting user feedback as early as possible<\/strong>\u2014not just through prototypes and interviews, but directly from marketers using the new Studio.To that end, we decided to launch our beta with a subset of the full Studio functionality. We focused on building out the most critical features first and gave marketers the ability to hop back and forth between the classic Workflow Studio and the new Studio, so that their work wouldn\u2019t be interrupted, and we could still learn as much as possible.<\/p>\r\n<p>We learned how our customers interacted with the new Studio over zoom kick-off calls, where they shared their screen and all of the places they stumbled. This gave us great insights into what was easy to understand and what we needed to rework.<\/p>\r\n<p>In March we opened the floodgates, giving everyone the opportunity to try out the new Studio\u2014and we learned a lot more! Every customer is unique, with different ways of using data and configuring journeys, and we definitely found opportunities to further improve Studio.<\/p>\r\n<p>And now, the new Studio is the only Studio. The old Workflow Studio is enjoying retirement.\ud83c\udf34<\/p>\r\n<h3>New Features in Iterable Studio<\/h3>\r\n<p>What are some of the features we\u2019re most excited about? Besides the gorgeous design?! Here are my favorites:<\/p>\r\n<ul>\r\n\t<li><strong>Send to Journey<\/strong>: We\u2019ve made it super easy to flow users from one journey to another. You can create a new journey to send users to, right within the journey you\u2019re building, and they\u2019ll be automatically linked.<\/li>\r\n\t<li><strong>Notes<\/strong>: With notes, you can remind yourself why you set something up a certain way, collaborate with others, ask for reviews, and just generally better document the robust, impressively complicated journeys you\u2019re building! We\u2019re so thrilled to be able to help with this new feature.<\/li>\r\n\t<li><strong>Analytics in Studio<\/strong>: With analytics in studio, it\u2019s much easier to compare metrics across campaigns so you can see opportunities for optimization.<\/li>\r\n<\/ul>\r\n<p>What\u2019s even more exciting? The new Iterable Studio is much easier to build upon. <strong>We\u2019ve got a slew of new features coming to Studio<\/strong> that we can\u2019t wait to share with you. Here\u2019s what\u2019s coming soon:<\/p>\r\n<ul>\r\n\t<li><strong>Drafts<\/strong>: Drafts allow you to edit a journey in the background while your users continue through the published version of your journey as usual. Edit some tiles, get a teammate to review your draft, and publish your changes when you're ready.<\/li>\r\n\t<li><strong>Tilesets<\/strong>: Build journeys quickly and more efficiently by dropping in common patterns that you use a lot. Tilesets are a collection of tiles, connectors, and notes that you can create from a journey you\u2019ve previously built. You can insert a tileset into any journey that you are building (within the same project). This was a <a href=\"https:\/\/iterable.com\/blog\/celebrating-world-creativity-innovation-day-with-hack-week\/\" target=\"_blank\" rel=\"noopener\">Hack Week<\/a> project, dreamt up by our genius engineers who were looking for a way to simplify your process. I definitely work with a dream team!<\/li>\r\n\t<li><strong>Exit Rules<\/strong>: Set rules that, when matched, will exit customers from a journey. For example, once a customer has made a purchase, you might want to remove them from the abandoned cart journey that they were moving through.<\/li>\r\n<\/ul>\r\n<p>This is just the start\u2014we have a LOT more in the works and coming your way soon. We really hope that you\u2019re loving the new Iterable Studio, and are excited about what\u2019s coming. And, if you are using the new Studio, we\u2019d love to hear from you! Use the feedback button in Studio to share your thoughts. We take your feedback very seriously so please, keep it coming!<\/p>\r\n<p><em>Want to get your eyes on the new Studio? Check out our <a href=\"https:\/\/iterable.com\/blog\/iterable-spring-product-showcase-recap-harmonized-experiences\/\" target=\"_blank\" rel=\"noopener\">Spring release webinar<\/a>.<\/em><\/p>","post_title":"How the New Iterable Studio Was Born","post_excerpt":"For those of you who aren\u2019t intimately familiar with Iterable Studio, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-the-new-iterable-studio-was-born","to_ping":"","pinged":"","post_modified":"2022-05-17 13:53:59","post_modified_gmt":"2022-05-17 20:53:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100681","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Studio\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-the-new-iterable-studio-was-born\/"},{"ID":100642,"post_author":"79","post_date":"2022-05-16 13:50:21","post_date_gmt":"2022-05-16 20:50:21","post_content":"<p>We\u2019re just over a week away from Activate Summit Europe. To help prep you, we thought it\u2019d be nice to do a deep dive into each of the speaking tracks. We\u2019ve already covered the \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Building a Better Customer Experience<\/a>\u201d track, which offers more tactical, strategic content and, in this post, we\u2019re going to focus on the \u201cMarketing to a Modern Customer\u201d track. In contrast, this track offers more thought leadership content. With external speakers in addition to customers and partners, this track offers outside perspectives to help spark inspiration.<\/p>\r\n<p>That\u2019s not all, though. To supplement our tracks, our keynote sessions will offer insights into Iterable, audience engagement, and email marketing. Let\u2019s get a closer look at each keynote and the track sessions.<\/p>\r\n<h4>Delivering Joy at Scale<\/h4>\r\n<p>We\u2019ll start the day with an Iterable-led keynote. We want to welcome you to Activate, share Iterable product news, and, of course, set expectations for the rest of the day. In our opening keynote, we\u2019ll discuss how to create joyful interactions with your customers at the individual level and how the Iterable customer activation platform enables you to do so.<\/p>\r\n<h4>Engagement and Audience Connection in a Digital World: A Conversation with Fearne Cotton<\/h4>\r\n<p>She\u2019s presented some of Britain\u2019s biggest shows, and, after lunch, Fearne Cotton will take the Activate stage. Fearne has engaged with an audience of millions in a way few have. In this conversation, you\u2019ll hear how she adapted to an increasingly digital world while maintaining an endearing, relatable connection of lasting impact. Join Fearne as she dives into what it takes for brands today to instill joy and happiness into their consumer-brand relationships.<\/p>\r\n<h4>What Makes a Really Good Email?<\/h4>\r\n<p>To close the day, you\u2019ll hear from Really Good Email\u2019s Head of Community, Matt Helbig, and Co-Founder, Mike Nelson. They\u2019ll help answer the question \u201cWhat makes a really good email?\u201d In this interactive session, Matt and Mike will take a closer look at some of their favorite emails, show you how to bring joy in your emails, and even analyze a few audience members\u2019 emails live.<\/p>\r\n<h3>Back on Track(s)<\/h3>\r\n<p>The bulk of the day, though, will be led by our speaker tracks. Each session is tailored to not only align with each speakers\u2019 strengths, but tell a story as the day progresses. With everything from AI to humanising your brand, this track will provide the answers to your burning marketing questions.<\/p>\r\n<h4>Leverage CRM as a Hub for Strategic Customer Innovation<\/h4>\r\n<p>The first session in this track will be presented by UNiDAYS\u2019 VP of Data &amp; Insight, Tamara Castelli. Hyper-informed, hyper-connected consumers means massive expectations. It also means a lot more data for brands to work with. In this session, Tamara will show you how to activate this information and use data science in your CRM to improve campaign personalisation.<\/p>\r\n<h4>Getting Ahead: Harnessing AI to Improve the Customer Experience<\/h4>\r\n<p>We\u2019ve only just scratched the surface of the benefits of AI for improving the customer experience. In this session, Katie King, Author and CEO of AI in Business, will cover the current landscape and core ethical considerations you have to take into account when incorporating AI in your marketing.<\/p>\r\n<h4>Humanising Your Brand for a Deeper Connection with Your Audience<\/h4>\r\n<p>At the end of the day, we\u2019re all people, right? Toucan\u2019s CEO, Matt Crate, will walk through what it means to humanise your brand and why it can have such an impact on building relationships and, eventually, your brand\u2019s bottom line. Customers today are looking to identify the people behind the logos. Who is making the decisions? What does your brand really stand for? Matt will show you how.<\/p>\r\n<h4>How Tottenham Hotspur is Solving Data Chaos and Delivering a Data-Driven Fan Experience<\/h4>\r\n<p>In a joint partner and customer session, Michael Katz, CEO &amp; Co-Founder of mParticle, and Adam Griffiths, CRM &amp; Marketing Operations Manager of Tottenham Hotspur FC, discuss how customers can turn data chaos into data order with an adaptable, scalable customer data infrastructure. Plus hear how Tottenham is leveraging mParticle to accelerate their time to data value and personalize the fan experience.<\/p>\r\n<h3>Track Takeaways<\/h3>\r\n<p>This track is all about the big picture ideas. While \u201cBuilding a Better Customer Experience\u201d is all about the why and the how, this track focuses on the what and the who. What is the new trend, topic, or idea? Who should be trying it? Who does it impact? When leaving these sessions you should feel empowered and inspired to create marketing greatness.<\/p>\r\n<h3>On the Right Track<\/h3>\r\n<p>With two tracks, multiple sessions, and three keynote presentations, there\u2019s a wealth of knowledge to be extracted from Activate Summit Europe.<\/p>\r\n<p>If you\u2019re already registered, you\u2019re on the right track. In just over a week you\u2019ll be at an in-person event in London, rubbing elbows with marketing professionals and experts. If you\u2019re not registered, what are you waiting for?<\/p>\r\n<p><em>Don\u2019t pass up on the opportunity to be part of the conversation! <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit Europe now<\/a>.<\/em><\/p>","post_title":"Activate Summit Europe: Marketing to The Modern Customer","post_excerpt":"The \u201cMarketing to a Modern Customer\u201d track at Activate Summit Europe offers thought leadership content and outside perspectives.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-europe-marketing-to-the-modern-customer","to_ping":"","pinged":"","post_modified":"2022-05-16 13:50:21","post_modified_gmt":"2022-05-16 20:50:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100642","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-europe-marketing-to-the-modern-customer\/"},{"ID":100613,"post_author":"79","post_date":"2022-05-13 09:35:03","post_date_gmt":"2022-05-13 16:35:03","post_content":"<p>On May 3rd, 2022, a <a href=\"https:\/\/www.politico.com\/news\/2022\/05\/02\/supreme-court-abortion-draft-opinion-00029473\" target=\"_blank\" rel=\"noopener\">leaked draft opinion<\/a> by Justice Samuel A. Alito, Jr. indicated the Supreme Court\u2019s potential to overturn the landmark <a href=\"https:\/\/www.britannica.com\/event\/Roe-v-Wade\" target=\"_blank\" rel=\"noopener\">1973 Roe v. Wade decision<\/a>\u2014the case decision that enabled the constitutional right to choose reproductive services in the United States. And, as recent as May 11th, 2022, the Senate <a href=\"https:\/\/www.npr.org\/2022\/05\/11\/1097980529\/senate-to-vote-on-a-bill-that-codifies-abortion-protections-but-it-will-likely-f\" target=\"_blank\" rel=\"noopener\">failed to pass<\/a> the Women\u2019s Health Protection Act\u2014an attempt to codify Roe v. Wade.<\/p>\r\n<p>Restrictions to reproductive healthcare have historically been used to silence and restrict women and continue to impact individuals of all genders and identities. At this time, no official decision has been issued by the Supreme Court, which means it is time to speak up.<\/p>\r\n<p>If this opinion draft becomes reality, <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">26 states<\/a> could quickly move to ban abortion\u2014some able to do so immediately. Over <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">36 million Americans<\/a> will lose their reproductive right to choose the best healthcare for themselves and their families. This decision would also disproportionately impact underrepresented groups in the U.S.: 5.7 million Hispanic or Latino people; 5.3 million Black people; 1.1 million Asian people; and roughly 340,000 American Indian or Alaska Native people. Millions of individuals stripped of access to a human right.<\/p>\r\n<p>In a recent company-wide Town Hall, Iterable CEO and co-founder Andrew Boni took the time to support reproductive rights and access to the healthcare that so many rely on by asserting that \u201creproductive rights are human rights.\u201d A sentiment that was echoed across the globe as our employees encouraged and supported each other at Town Hall and on our employee-led affinity group platforms.<\/p>\r\n<p>Dozens and dozens of our employees spoke up and showed up by offering their homes and transportation in aid of their colleagues\u2014no matter the distance\u2014to make sure their peers received the essential care they so rightly deserve. In a time when so many are staying silent\u2014or speaking with the intent to harm\u2014I am beyond proud of Iterable\u2019s leadership and my fellow Iterators around the globe who have mobilized to embrace our organization\u2019s values and fortify our community\u2014a community of colleagues that speaks up for one another, the betterment of the individual, our company, and humanity at large.<\/p>\r\n<p>However, I do recognize that not everyone feels this way and that everyone has the right to express their views. It\u2019s important we approach this subject with kindness and understanding and that we engage in dialogue. Standing for reproductive rights does not mean we reject other views.<\/p>\r\n<h3>A Time to Support One Another<\/h3>\r\n<p>Our organization has taken multiple steps to enable access to reproductive healthcare. We have access to flexible time off, comprehensive health insurance, ample parental leave, discounts on wellness services, and employee assistance programs.<\/p>\r\n<p>Iterable has also contributed to the Planned Parenthood Action Fund and has an employee charitable matching program in place to amplify any donations made by employees.<\/p>\r\n<p>As Iterable\u2019s Head of DEI, it is my charge to advocate for our employees, partners, and customers who are all a valued part of our community. It is my moral obligation to speak up in the face of injustice and provide space and compassion for people. I, along with many others, am facing these uncertain times with courage and I am assured that Iterable stands with us in solidarity.<\/p>\r\n<p>As part of Andrew\u2019s message, he provided the following information and resources for those looking to get involved:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/secure.everyaction.com\/p\/OI2Z5GAHI0O9oMtYGmLaIg2\" target=\"_blank\" rel=\"noopener\">Contact your local officials<\/a>. Let your officials hear your voice ahead of an official decision.<\/li>\r\n\t<li>Spread the word by promoting trusted <a href=\"https:\/\/www.plannedparenthoodaction.org\/issues\/abortion\" target=\"_blank\" rel=\"noopener\">information and resources<\/a> regarding the importance of access to safe, legal abortions.<\/li>\r\n\t<li>Get involved by advocating for reproductive rights with organizations like <a href=\"https:\/\/reproductiverights.org\/get-involved\/\" target=\"_blank\" rel=\"noopener\">The Center for Reproductive Rights<\/a>.<\/li>\r\n\t<li>Support organizations, like <a href=\"https:\/\/www.plannedparenthood.org\/\" target=\"_blank\" rel=\"noopener\">Planned Parenthood<\/a>, that consistently advocate for access to reproductive healthcare<\/li>\r\n<\/ul>\r\n<p>Support and allyship come in many forms and one of the best ways to show your support is to reach out to your friends, family, and loved ones who are directly impacted by <a href=\"https:\/\/www.guttmacher.org\/state-policy\/explore\/overview-abortion-laws\" target=\"_blank\" rel=\"noopener\">current restrictions<\/a>.<\/p>\r\n<p>Prioritize your mental health and take time for yourself. It is easy to get wrapped up in everything happening around us and forget to take a moment to check in with ourselves. Platforms like <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> are an easy way to practice mindfulness.<\/p>\r\n<p>This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.<br \/>\r\n<br \/>\r\nStay safe. Uplift one another. And speak up.<\/p>","post_title":"Supporting Reproductive Rights for All","post_excerpt":"This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.\r\n","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"supporting-reproductive-rights-for-all","to_ping":"","pinged":"","post_modified":"2022-05-13 09:35:03","post_modified_gmt":"2022-05-13 16:35:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100613","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 13, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"reproductive rights\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/supporting-reproductive-rights-for-all\/"},{"ID":100586,"post_author":"79","post_date":"2022-05-12 11:52:59","post_date_gmt":"2022-05-12 18:52:59","post_content":"<p>Churn is only a good thing when we\u2019re talking about ice cream. When you\u2019re developing an app, churn can be your nemesis. According to <a href=\"https:\/\/techcrunch.com\/2020\/09\/18\/are-high-churn-rates-depressing-earnings-for-app-developers\/#:~:text=According%20to%20our%20data%2C%20the,months%2C%20then%20it%20tapers%20off.\" target=\"_blank\" rel=\"noopener\">Tech Crunch<\/a>, the median churn rate for subscription apps is 13% for monthly subscribers (higher in the first few months) and around 50% for annual subscribers. The good news is that while some subscriber churn is inevitable, there are proven strategies you can use to combat churn before it happens.<\/p>\r\n<h3>Defining Subscriber Churn<\/h3>\r\n<p>The simplest way to define subscriber churn is to look at the percentage of subscriptions that were lost during a given period and never resubscribed.<\/p>\r\n<p>Churn = (Number of subscriptions expired or canceled during time period \u2013 Re-subscriptions) \/ (Number of subscriptions at the start of the time period) * 100<\/p>\r\n<p>It\u2019s also important to track cohorts when you look at your churn numbers. By <a href=\"https:\/\/iterable.com\/blog\/churn-baby-churn-analyzing-and-segmenting-customer-churn\/\" target=\"_blank\" rel=\"noopener\">segmenting<\/a> your users, say, by stage in the lifecycle journey, for example, you would be able to see how many users abandoned their free trial, unsubscribed shortly after converting to a paid subscription, or let their subscription expire after several years. If you offer a monthly versus. an annual plan, and if you have various product tiers, it\u2019s also important to be able to segment your metrics by each offering.<\/p>\r\n<h3>Measuring Churn Across Channels<\/h3>\r\n<p>Most product marketing and growth teams will be familiar with the concept that you can\u2019t improve what you don\u2019t measure. So, the first step into fighting subscriber churn is to track activity and dig into the numbers to understand where and why it\u2019s happening.<\/p>\r\n<p>If your app supports multiple platforms, it\u2019s essential to have the full picture of where your churn is happening across iOS, Android, and the web. If you only track events that happen within your app, for example, you may miss a good portion of churned users on other channels. Subscription cancellations often occur outside of the app, such as over the web or via email.<\/p>\r\n<p>Plus, you\u2019ll most likely want to use different strategies and messages for different channels, since users will come to mobile or web with different goals and needs. And, every channel has its own technical nuances and specifications. (This is why we partnered with Iterable. Now, your marketing teams don\u2019t have to manage this complexity and can focus on crafting the perfect message for each stage in the user\u2019s journey.)<\/p>\r\n<h3>Combat Churn Before It Happens<\/h3>\r\n<p>Once you have a handle on where your churn is happening, you can start to create a prioritized plan. Your strategies for making sure subscribers don\u2019t churn in the first place will depend on where it\u2019s occurring in the buyer funnel.<\/p>\r\n<h4>Trial Canceled<\/h4>\r\n<p>If your app provides a free trial, you\u2019ll most likely see much of your churn happening in users who cancel their trial and\/or don\u2019t convert to a paid subscription. This might come down to the product experience. For example, <a href=\"https:\/\/www.wyzowl.com\/customer-onboarding-statistics\/\" target=\"_blank\" rel=\"noopener\">80% of users<\/a> say they\u2019ve deleted an app because they didn\u2019t know how to use it. If you can determine that users are churning before they even complete your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">onboarding<\/a> flow, you\u2019ll know you need to tweak the in-product experience. You can also use omni-channel messages to encourage users to complete the onboarding process\u2014for example, \u201cone last step to go!\u201d<\/p>\r\n<p>It\u2019s essential to make a great first impression, so when a user is trying out your subscription service, make sure to keep engaging them in ways that build brand trust and loyalty. If they encounter any problems, be sure to have an option for in-product customer support.<\/p>\r\n<h4>Billing Issue<\/h4>\r\n<p>According to a recent study, <a href=\"https:\/\/www.pymnts.com\/subscription-commerce\/2021\/27-of-subscription-customers-had-a-payment-issue-in-the-last-year\/\" target=\"_blank\" rel=\"noopener\">27% of subscription customers experienced a payment issue<\/a> in the last year. When customers can\u2019t pay for your product or can\u2019t easily fix the billing information that you have on file, you\u2019re going to see churn as a result. It\u2019s important to identify billing issues when they happen, so you can follow up with the right messaging and make sure that any problems are quickly rectified.<\/p>\r\n<h4>Monthly Subscribers Canceled<\/h4>\r\n<p>It\u2019s most common for users to cancel <a href=\"https:\/\/techcrunch.com\/2020\/09\/18\/are-high-churn-rates-depressing-earnings-for-app-developers\/#:~:text=According%20to%20our%20data%2C%20the,months%2C%20then%20it%20tapers%20off.\" target=\"_blank\" rel=\"noopener\">within the first few months<\/a> of a paid subscription (they might have intended to cancel their free trial, but missed the window). For that reason, it\u2019s important to keep new monthly subscribers engaged with what you have to offer. You can essentially treat the first few months of a subscription as an extended onboarding period for VIPs.<\/p>\r\n<p>Common strategies include marketing new premium features using push notifications, or sending invitations to exclusive subscriber-only events, webinars, or previews. With cross-channel communication, it\u2019s easy to reach your subscribers in the ways that work best for them.<\/p>\r\n<h4>Annual Subscribers Canceled<\/h4>\r\n<p>Annual subscribers may require slightly different tactics, since it\u2019s most common for them to churn at the end of the first year of using your service. Email marketing is one way to keep subscribers engaged with descriptions of new and upcoming premium features. Offering a discount on the annual subscription in the weeks before their subscription is set to expire can also be highly effective.<\/p>\r\n<h3>After Churn Happens: Running Winback Campaigns<\/h3>\r\n<p>When you inevitably do have subscribers cancel, you can try to retarget them with <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback campaigns<\/a>. Not all hope is lost: one recent case study found that apps that sent emails to churned customers <a href=\"https:\/\/clevertap.com\/blog\/beating-mobile-churn-rate\/\" target=\"_blank\" rel=\"noopener\">won back over 20% of their customer base<\/a>. To run an effective winback or re-engagement campaign, it can be useful to ask the subscriber why they\u2019ve decided to cancel.<\/p>\r\n<p>This allows you to personalize your strategy. For instance, you might choose to offer a discount for someone who found the subscription too expensive. The right customer information gives you the ability to build individualized interactions and deliver follow-up messages that speak to each person.<\/p>\r\n<h3>How Iterable\u2019s RevenueCat Integration Can Help<\/h3>\r\n<p>Using Iterable with <a href=\"https:\/\/www.revenuecat.com\/?utm_source=iterable&amp;utm_medium=partnership&amp;utm_campaign=guest_blog_post\" target=\"_blank\" rel=\"noopener\">RevenueCat<\/a> is a great way to arm yourself with the tools you\u2019ll need to reduce subscriber churn. RevenueCat takes care of all the in-app payment infrastructure for your app and provides built-in subscription lifecycle <a href=\"https:\/\/docs.revenuecat.com\/docs\/charts?utm_source=iterable&amp;utm_medium=partnership&amp;utm_campaign=guest_blog_post\" target=\"_blank\" rel=\"noopener\">analytics<\/a> to track churn, trial conversions, and retention. You can easily slice and dice by specific cohorts and conversion channels. The data is always synced and merged across platforms in near real-time, capturing every event that happens with your mobile subscribers.<\/p>\r\n<p>To start running a targeted anti-churn campaign for your app, it\u2019s just a matter of sending RevenueCat\u2019s subscriber lifecycle events to Iterable. In just a few clicks you can set up RevenueCat to send subscriber events like \u201cTrial Canceled,\u201d \u201cBilling Issue,\u201d \u201cCancellation,\u201d and \u201cExpiration\u201d to Iterable. Then, you can use these events to trigger personalized cross-channel messages, and even layer data from Iterable to further segment your messaging.<br \/>\r\n<br \/>\r\nUnderstanding your customer and how they prefer to interact with your brand is half the battle. Having the right marketing infrastructure in place, consolidating tools into a single source of truth, bridges the gap between data and activation. With data being used to benefit the customer experience, you\u2019ll increase customer loyalty and reduce subscriber churn.<\/p>\r\n<p><em>Interested in learning more about this partnership? <a href=\"https:\/\/iterable.com\/partners\/revenuecat\/\" target=\"_blank\" rel=\"noopener\">Check it out<\/a>.<\/em><\/p>","post_title":"Getting Tactical About Subscriber Churn","post_excerpt":"While some subscriber churn is inevitable, there are proven strategies you can use to combat churn before it happens.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"getting-tactical-about-subscriber-churn","to_ping":"","pinged":"","post_modified":"2022-05-12 11:52:59","post_modified_gmt":"2022-05-12 18:52:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100586","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Subscriber Churn\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/getting-tactical-about-subscriber-churn\/"},{"ID":100560,"post_author":"79","post_date":"2022-05-11 10:25:57","post_date_gmt":"2022-05-11 17:25:57","post_content":"<p>Activate Summit Europe is almost here! We gave you <a href=\"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-europe\/\" target=\"_blank\" rel=\"noopener\">five reasons to attend<\/a> and one of those reasons was our speaker tracks. There will be two speaker tracks at Activate Summit Europe. One track will focus on Marketing to the Modern Customer and includes thought leadership from partners, customers, and external experts. But in this post, we\u2019re focusing on the other track: Building a Better Customer Experience.<\/p>\r\n<h3>Don\u2019t Miss Our Workshops<\/h3>\r\n<p>Before we dive into the sessions in this track, let\u2019s not skip over what happens the day before the conference even kicks off. On Wednesday, 25th May, as a conference amuse-bouche to whet your marketing palate, there are two Iterable-centric workshops.<\/p>\r\n<p>New to the Iterable platform? Interested in a refresh of the basics? The Iterable Foundations workshop is for you. Or, maybe you\u2019re an Iterable wizard looking to expand upon the ways you currently use the Iterable platform. If that\u2019s the case, join us for the Iterable Advanced workshop. In either workshop you\u2019ll leave with tangible takeaways to help you navigate the Iterable platform.<\/p>\r\n<p>The next day, however, is when the majority of the conference takes place. Let\u2019s take a look at what you can expect.<\/p>\r\n<h3>A Perfect Track Record<\/h3>\r\n<p>By blending sessions from partners, customers, and external experts, you\u2019ll get a well-rounded perspective on how to build a better customer experience. Each session will leave you with valuable takeaways and insights that you\u2019ll only get at Activate.<\/p>\r\n<p>The Building a Better Customer Experience track is a more tactical look at how our customers and partners develop and execute their marketing strategies. From building customer journeys to scaling internationally, this track has the actionable advice you need to elevate your customer experience.<\/p>\r\n<p>Let\u2019s take a closer look at the sessions being offered in this track.<\/p>\r\n<h4>Why Establishing a Customer Journey Matters<\/h4>\r\n<p>To start the day, WeTransfer\u2019s Senior Email Marketing Manager, Ornella Gallo, will explain how to build a customer journey and why customer journeys are crucial for your marketing strategy. By combining real-life examples and supporting data, Ornella will take you on your own journey as you listen to her session.<\/p>\r\n<h4>Designing an Acquisition Journey to Encourage Retention<\/h4>\r\n<p>After Ornella\u2019s presentation, Blockchain\u2019s Growth Marketing Manager, Indi Pollard, takes the stage to talk about everyone\u2019s favorite dynamic duo: acquisition and retention. But this time, with a twist. Indi will explain some strategies for designing an acquisition journey that not only captures the attention of new customers, but keeps them engaged, turning them into loyal customers.<\/p>\r\n<h4>5 Levers to Help You Grow Your Business Across Borders<\/h4>\r\n<p>To build up your appetite for scalability (and lunch), Jen Lang, Chief Customer Officer of Secret Escapes, will walk through five levers that can help your brand succeed when it comes to scaling globally. Jen will share her first-hand experiences with scalability in the hospitality industry and why, especially in a post-pandemic world, there are a variety of implications to consider when scaling internationally.<\/p>\r\n<h4>Combining Data, Tech, and Processes<\/h4>\r\n<p>After lunch, Wolt\u2019s Head of Marketing Automation, Adrian Gray, will take us through the three keys to marketing automation: data, tech, and processes. Adrian will explain what the right data is and how to get it, what problems you may be having and how to solve them with the right tech, and lastly, how CRM impacts the rest of your business.<\/p>\r\n<h4>Impactful Email Experiences Through Inclusivity and Accessibility<\/h4>\r\n<p>Then, in a SparkPost-sponsored session, Elliot Ross, of Taxi for Email by SparkPost, takes the floor to talk about inclusivity and accessibility in email marketing. In this session you\u2019ll learn what steps your team needs to take to create an accessible, inclusive email marketing strategy that builds a better experience for all of your customers.<\/p>\r\n<h3>Track Takeaways<\/h3>\r\n<p>Like we mentioned, this track is meant to provide more tactical takeaways. You should leave most, if not all, of these sessions with actionable next steps to help you elevate your current marketing strategy. These sessions will talk about the technology involved in these processes and the results of implementing some of these marketing tactics. You\u2019ll get a sense of the how and the why.<\/p>\r\n<p>Ask questions, dig deeper, and network with other marketing professionals to create a list of things to try when you\u2019re back at your desk.<\/p>\r\n<h3>Are You Keeping Track?<\/h3>\r\n<p>Phewf, that was a lot of information. And that\u2019s only half of it! You\u2019ll be able to bounce between this and the Marketing to the Modern Customer track to curate a conference that meets your needs. We\u2019re all about personalisation.<\/p>\r\n<p>Plus, there\u2019s even more happening beyond these track sessions. In addition to a morning keynote, featuring some Iterable product news, we\u2019ll also have two afternoon keynotes and a happy hour where you can mingle and mix with fellow marketing experts.<\/p>\r\n<p><em>Don\u2019t pass up on the opportunity to be part of the conversation! <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit Europe now<\/a>.<\/em><\/p>","post_title":"Activate Summit Europe: Building a Better Customer Experience","post_excerpt":"Activate Summit Europe is almost here! In this post, we\u2019re focusing on the \"Building a Better Customer Experience\" speaker track.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-europe-building-a-better-customer-experience","to_ping":"","pinged":"","post_modified":"2022-05-11 10:25:57","post_modified_gmt":"2022-05-11 17:25:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100560","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe Track\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/"},{"ID":100533,"post_author":"79","post_date":"2022-05-10 11:52:42","post_date_gmt":"2022-05-10 18:52:42","post_content":"<p>May is Asian American and Pacific Islander (AAPI) Heritage Month. A month where, especially in the wake of the <a href=\"https:\/\/caasf.org\/stop-aapi-hate\/\" target=\"_blank\" rel=\"noopener\">unprecedented rise of anti-AAPI racism<\/a>, we celebrate the AAPI history and culture. Why May? Well, according to <a href=\"https:\/\/www.npr.org\/2022\/05\/02\/1095812576\/aapi-asian-pacific-heritage-month-origin-may-why\" target=\"_blank\" rel=\"noopener\">NPR<\/a>, there are two dates in May that hold great significance with the AAPI community: May 7th, 1843, the day when the first Japanese immigrants came to the US, and May 10, 1869, which marks the completion of the first transcontinental railroad\u2014built with significant contributions from Chinese workers.\u00a0<\/p>\r\n<p>Each year, the month has a dedicated theme and the theme this year is \u201cAdvancing Leaders Through Collaboration.\u201d Cynthia Choi, co-executive director of <a href=\"https:\/\/twitter.com\/CAASanFrancisco\" target=\"_blank\" rel=\"noopener\">Chinese for Affirmative Action<\/a> and co-founder of <a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop AAPI Hate<\/a>, told <a href=\"https:\/\/www.npr.org\/2022\/05\/02\/1095812576\/aapi-asian-pacific-heritage-month-origin-may-why\" target=\"_blank\" rel=\"noopener\">NPR<\/a>, \"This is a celebration of our history, of our culture...and all the different ways in which our community has really demonstrated that we're not only here to stay, we are a part of this fabric\u2014a part of this country.\"<\/p>\r\n<p>As a brand, showing support during AAPI Heritage Month means taking a vocal stand. In the past, brands may have shied away from sharing their beliefs but, today, customers expect more. As <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2021\/12\/27\/how-social-values-drive-consumers-to-brands\/?sh=4bdf9ed87425\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> said, \u201cBrands that integrate their ongoing commitment to doing better for the earth, communities, and individuals, into the core of their business can impact their bottom line while also effecting positive change around the globe.\u201d\u00a0<\/p>\r\n<p>Let\u2019s take a closer look at how brands are shifting their marketing strategies during AAPI Heritage Month.\u00a0<\/p>\r\n<h3>1. Collaborate with the AAPI Community<\/h3>\r\n<p><a href=\"https:\/\/getaway.house\/\" target=\"_blank\" rel=\"noopener\">Getaway<\/a>, a vacation rental brand, collaborated with AAPI leaders and customers to celebrate the month. In their email they highlight three members of the AAPI community and showcase their skills\u2014each with a different story.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100534\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100534\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_GetawayImg.png\" alt=\"Getaway AAPI Heritage Month\" width=\"801\" height=\"680\" \/> <em>Getaway highlights AAPI influencers and shares their stories. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/uplifting-aapi-voices-this-month-and-every-month\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Each story is a <a href=\"https:\/\/journal.getaway.house\/category\/features\/featured-guests\/\" target=\"_blank\" rel=\"noopener\">journal entry<\/a> on the Getaway site. This collaboration advances the leadership of these influencers, bringing their experiences to the forefront and sharing their talents. Getaway does a nice job of blending their brand and vision with support of the AAPI community. In addition to celebrating these stories, Getaway has a CTA at the bottom, allowing customers to take their own action in support of the AAPI community.<\/p>\r\n<h3>2. Highlight AAPI Creators and AAPI-Owned Brands<\/h3>\r\n<p><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\">Uncommon Goods<\/a>, an online retailer, sources their unique items from a variety of different artists and creators. For AAPI Heritage Month, Uncommon Goods used their marketing emails to highlight curated items created by AAPI business owners\u2014with everything from dumpling kits to bookends. To expand upon this email, Uncommon Goods also created a <a href=\"https:\/\/www.uncommongoods.com\/sets\/AAPI-heritage-month?q=xaapix&amp;n=180&amp;p=1&amp;sv_emopen=true&amp;sv_svemi=%25%25elink%25%25&amp;cm_source=19_20220505&amp;utm_campaign=body&amp;utm_medium=email&amp;utm_source=19_20220505&amp;utm_term=celebrate_aapi_heritage_month&amp;trk_msg=2QK3IPJE0L7KB6TPB5VUEU2D0K&amp;trk_contact=MSR6UF11PTBCG9N93O1PJ2P07C&amp;trk_sid=V4F6T7K7HMI0ML5M13B789IPLK&amp;trk_link=B3OTVI8R5HGKP1A9PKJLQJTMSG&amp;bxid=F4B2554284BF546FF4EB64D5E6\" target=\"_blank\" rel=\"noopener\">landing page<\/a> that features all of their products by AAPI creators. This gives customers an easy way to support the community while also shopping with a brand that does the same.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100540\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100540\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_UncommonGoodsImg.png\" alt=\"Uncommon Goods AAPI Email\" width=\"801\" height=\"680\" \/> <em>Uncommon Goods shared products by AAPI creators to highlight the variety of products on their site while still supporting and celebrating the community.\u00a0<\/em>[\/caption]\r\n\r\n<p>One recommendation for Uncommon Goods would be to make this a series. Rather than fitting all five stories in one email, one or two stories could have been a single email, giving each creator an \u201cabove-the-fold\u201d opportunity.<\/p>\r\n<h3>3. Individualize Content for Higher Engagement and AAPI Support<\/h3>\r\n<p>Lastly, we have the food delivery app, <a href=\"https:\/\/www.trycaviar.com\/en-US\" target=\"_blank\" rel=\"noopener\">Caviar<\/a>. Food is often synonymous with culture and, since Caviar is a food delivery service, they shifted this email to focus on AAPI-owned restaurants. In addition to offering a $5 coupon on any $20 order, expiring at the end of the month, Caviar used <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-email-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based email marketing<\/a> to customize <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a>.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100546\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100546\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_CaviarImg.png\" alt=\"Caviar Location-Based Email\" width=\"801\" height=\"622\" \/> <em>This email is short and to-the-point but features personalized, dynamic, and location-based content\u2014all in one field!<\/em>[\/caption]\r\n\r\n<p>Caviar is using customers\u2019 locations to feed personalized content. The bottom of this email mentions \u201clocal spots\u201d and features a list of restaurants in the Oakland, California area. Here, Caviar brilliantly cross-referenced AAPI-owned restaurants, zip codes, and a selected radius around the zip code to create a perfectly curated list of restaurant recommendations.\u00a0\u00a0<\/p>\r\n<p>You\u2019ll notice that all of these brands collaborated with and highlighted members of the AAPI community in ways that align with their businesses\u2014demonstrating <a href=\"https:\/\/www.entrepreneur.com\/article\/327631\" target=\"_blank\" rel=\"noopener\">authenticity<\/a>. When brands show support of a cause in a way that is disjointed and unrelated to the brand itself, it\u2019s almost like pandering to the audience. It can look like your brand is using the cause rather than supporting it. That\u2019s a good way to lose loyal customers. Be sure the way your brand collaborates with communities makes sense for both parties involved.\u00a0<\/p>\r\n<h3>How Iterable is Showing Support<\/h3>\r\n<p>We\u2019re not just talking the talk. We, too, want to be sure we\u2019re supporting the AAPI community this, and every, month. For AAPI Heritage Month, our Asians &amp; Pacific Islanders <a href=\"https:\/\/iterable.com\/culture\/#:~:text=Affinity%20Groups%20are%20employee%2Dcreated,their%20community%20and%20professional%20growth.\" target=\"_blank\" rel=\"noopener\">Affinity Group<\/a> is organizing museum visits for Iterators in each Iterable office location. This includes trips to the <a href=\"https:\/\/asianart.org\/\" target=\"_blank\" rel=\"noopener\">Asian Art Museum<\/a> in San Francisco, the <a href=\"https:\/\/www.denverartmuseum.org\/en\" target=\"_blank\" rel=\"noopener\">Denver Art Museum<\/a>, the <a href=\"https:\/\/rubinmuseum.org\/\" target=\"_blank\" rel=\"noopener\">Rubin Museum of Art<\/a> in New York, and the <a href=\"https:\/\/www.britishmuseum.org\/\" target=\"_blank\" rel=\"noopener\">British Museum<\/a> in London.\u00a0<\/p>\r\n<p>David Chang, one of the leaders of the API Affinity Group said, \u201cWe are looking forward to celebrating AAPI Heritage Month through our first in-person events. We established our Affinity Group during the pandemic and are excited to build relationships within our community. The museums and exhibits we chose are AAPI\/API themed, so we hope this will also be a learning experience for everyone. There is amazing depth and history in the API community. This is the perfect time to appreciate and reflect on what has become before us.\u201d\u00a0<\/p>\r\n<p>The Affinity Group is also organizing a virtual AAPI-themed trivia event as \"another way for us to share knowledge and learnings with the API Affinity Group and the rest of the company,\u201d said David, \u201cWe wanted to make sure we were inclusive to all of our remote folks and also do it in a fun, engaging way!\u201d<\/p>\r\n<h3>Taking a Stand<\/h3>\r\n<p>May is meant to bring awareness to\u2014and garner support for\u2014the AAPI community, but that support should last long after May ends. Let this month serve as a reminder for brands and customers to continuously advocate for the AAPI community and all underrepresented minorities.\u00a0<\/p>\r\n<p><em>If you\u2019re able, consider donating to <a href=\"https:\/\/stopaapihate.org\/actnow\/\" target=\"_blank\" rel=\"noopener\">Stop AAPI Hate<\/a> or one of the many <a href=\"https:\/\/www.distractify.com\/p\/aapi-charities-to-support\" target=\"_blank\" rel=\"noopener\">other charitable organizations<\/a> supporting the AAPI\/API communities.<\/em><\/p>","post_title":"Celebrating the AAPI Community","post_excerpt":"Let\u2019s take a closer look at how brands are shifting their marketing strategies during AAPI Heritage Month.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-the-aapi-community","to_ping":"","pinged":"","post_modified":"2022-05-10 11:52:42","post_modified_gmt":"2022-05-10 18:52:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100533","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AAPI Heritage Month\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-the-aapi-community\/"},{"ID":100513,"post_author":"79","post_date":"2022-05-05 10:06:52","post_date_gmt":"2022-05-05 17:06:52","post_content":"<p>In 2019 we held our first ever <a href=\"https:\/\/iterable.com\/blog\/activate-london-top-takeaways-for-understanding-your-why\/\" target=\"_blank\" rel=\"noopener\">Activate London<\/a>. More than 100 marketing professionals from across the UK and Europe came together to explore the state of marketing.<\/p>\r\n<p>Since then\u2026well\u2026a lot has changed. We haven\u2019t had many in-person events with more than 100 people in the past few years. No one has. But, we\u2019re bursting at the seams with excitement because on the 25th May, that\u2019s all going to change.<\/p>\r\n<p>Activate Summit Europe is coming back to London. And you\u2019re all invited. Tell your friends.<\/p>\r\n<p>But we get it. You\u2019re busy right now. Summer is coming up and travel is possible again. More and more conferences are popping up. You\u2019ve got options. We obviously think Activate Summit Europe is worth every marketer\u2019s attention, but to help prove that point, we\u2019ve put together five points that might convince you (and your favourite colleagues) to join us.<\/p>\r\n<p><em>(In the event you don\u2019t need convincing, here\u2019s a link to the <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">registration page<\/a>.)<\/em><\/p>\r\n<h3>1. Face to Face<\/h3>\r\n<p>The most obvious reason and the one that we\u2019re all equally excited about is that we\u2019ll be in person. Whether you shake hands, bump elbows, high five, or even hug, you can do that at Activate Summit Europe!<\/p>\r\n<p>No Zoom calls. No \u201cI\u2019m just gonna share my screen real quick.\u201d No accidental talking over each other. Real, honest face-to-face communication between you and your peers. We\u2019ll have breakout sessions, networking opportunities, workshops, and more (*cough* happy hour *cough*) available for you to get to know one another!<\/p>\r\n<h3>2. A Premier Lineup<\/h3>\r\n<p>Sure, we\u2019ll be in person, but who will you be listening to? We have a stellar lineup of speakers ready to show you the ins and outs of modern marketing. You\u2019ll hear from marketing leaders at Zoopla, WeTransfer, Wolt, Blockchain, and Secret Escapes. And that\u2019s only a portion of the lineup too!<\/p>\r\n<h3>3. Mind-Blowing Tracks &amp; Workshops<\/h3>\r\n<p>What will those amazing speakers be talking about? Short answer: better marketing. Long answer: we\u2019ve broken out the content this year in two tracks and a few workshops to really get into it.<\/p>\r\n<p>Our Foundations Workshop\u2014hosted May 25th at 1pm BST\u2014is all about the basics in Iterable. Whether you\u2019re new to Iterable, or looking to refresh your skills, this is the chance to learn from the experts. Among other things, you\u2019ll learn how to create templates, maintain lists, and create onboarding journeys.<\/p>\r\n<p>Our Advanced Workshop\u2014same time, same place as the first workshop\u2014is for those of you who want to learn it all. You\u2019re an expert in your own right, but can you take a newly-cleaned list and boost positive engagement metrics in a mere 60 days? Or implement ongoing industry-validated deliverability practices? In this workshop, you\u2019ll learn how and so much more.<\/p>\r\n<p>Then, starting May 26th at 10:30am BST, our two session tracks kick off.<\/p>\r\n<p>The first track Marketing to the Modern Customer, will dive into what it takes to connect with your customers as you know them. In this track, you\u2019ll learn the different strategies needed to make memorable, joyful experiences. Sample topics include how to harmonize a cross-channel experience for personalisation, getting started in AI, and humanising your brand.<\/p>\r\n<p>The second track, Building a Better Customer Experience, is for those of you who love digging into the nitty gritty of campaign execution. You\u2019ll see how our speakers are using modern martech and data to execute on the strategies in the first track. Sample topics here include lifecycle journey mapping, retention and acquisition strategies, and scalability, localisation, and globalisation.<\/p>\r\n<p>We\u2019ve structured the tracks in a way that allows you to personalise your Activate Summit Europe experience to exactly what you and your team needs to take away from the event.<\/p>\r\n<p>But\u2026what if you want to see every session? We don\u2019t blame you. That\u2019s what #4 is for.<\/p>\r\n<h3>4. Bookmarked for Later<\/h3>\r\n<p>So you missed a session. It\u2019s ok. We\u2019ve got you covered. Just by registering, you\u2019ve signed yourself up to be able to see every session as many times as you want. Every session will be available on demand after the event for (re)viewing at your leisure.<\/p>\r\n<p>Take your time. Really digest the information. The event will be jam-packed with content. You\u2019re only human. Some insights might slip by. On demand is a beautiful thing. Enjoy Activate Summit Europe round two with no distractions.<\/p>\r\n<h3>5. Good Times, Great People<\/h3>\r\n<p>Did you think we\u2019d forget who you\u2019ll get to meet? No way! The Iterable community is the lifeblood of our event series. Every year at Activate\u2014even the virtual ones\u2014we see incredible bonds forged between some of the world\u2019s best marketers.<\/p>\r\n<p>Activate Summit Europe is going to be no different. As mentioned above, you\u2019ll have ample opportunity in breakout sessions, workshops, Q&amp;A, meals, happy hour, and more to get to know your other attendees and join the Iterable community. Activate is an incredible chance to talk about marketing today and learn how other teams are tackling similar challenges to you.<\/p>\r\n<p>We don\u2019t want you missing out.<\/p>\r\n<h3>See You There?<\/h3>\r\n<p>Pretty amazing, huh? Sometimes we get so lost in our own work we can forget there are others out there facing similar obstacles. Some of them have even found creative solutions. At Activate Summit Europe, hundreds of Europe\u2019s marketing leaders are coming together to activate their data and make memorable experiences of lasting impact.<\/p>\r\n<p><em>We hope to see you there. Your ticket is only <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">a few clicks away<\/a>.<\/em><\/p>","post_title":"5 Reasons to Attend Activate Summit Europe","post_excerpt":"On the 25th May, Activate Summit Europe is coming back to London. And you\u2019re all invited. Tell your friends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-to-attend-activate-summit-europe","to_ping":"","pinged":"","post_modified":"2022-05-05 10:06:52","post_modified_gmt":"2022-05-05 17:06:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100513","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-europe\/"},{"ID":100141,"post_author":"79","post_date":"2022-05-04 08:00:11","post_date_gmt":"2022-05-04 15:00:11","post_content":"<p>We\u2019ve all done it. Picked up our phone, hopped into an app and then received a text message from a friend or an email from our favorite brand and instantly switched context. This is how we interact with technology and brands today. As a result, marketers have to account for these interactions and ensure experiences are consistent and harmonized across platforms and channels.<\/p>\r\n<p>According to Harvard Business Review, <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">73% of consumers use multiple channels in their buying journey<\/a>. So it\u2019s no surprise that in addition to marketing across channels, we need to take it one step further and make every engagement part of a harmonized multi-channel experience.<\/p>\r\n<p>Today, we\u2019re happy to introduce our first product showcase focused on Harmonized Experiences. There are over 14 new capabilities in this release to help you make the most of all your marketing efforts. Let\u2019s walk through each of them.<\/p>\r\n<h4>New Journey Automation Experience with Iterable Studio<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Orchestrating seamless customer journeys from activation to re-engagement is a challenge for every brand. Whether you\u2019re designing promotional campaigns to nurture users or building <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">cart abandonment<\/a> campaigns, having the right data\u2014and a unified platform\u2014is the key to a harmonized experience. The all-new Iterable Studio combines a beautiful user experience with our world-class data infrastructure to make the most powerful customer engagement solution today, enabling you to design and build harmonized experiences faster than ever before.<\/p>\r\n<p>With distributed marketing teams, collaboration and communication are more important than ever. As a part of the all-new Studio, we\u2019ve added collaboration features like Notes so you can place a reminder for yourself or team members or even cheer on a colleague for an amazing interaction. In addition, with analytics visible within message tiles, you can make quick decisions and adjust as needed.<\/p>\r\n<p>Plus, <strong><span style=\"color: #6a266d;\">coming soon<\/span><\/strong>, Tilesets will make your journey building experience easier and faster than ever before. Tilesets enable marketers to re-use key parts of a journey, save them, and replicate them in other journeys within the project you build in Iterable.<\/p>\r\n\r\n[caption id=\"attachment_100424\" align=\"alignnone\" width=\"1724\"]<img class=\"size-full wp-image-100424\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Studio-1.png\" alt=\"Iterable Studio\" width=\"1724\" height=\"1074\" \/> <em> Build harmonized experiences faster than ever before.<\/em>[\/caption]\r\n\r\n<h4>More Mobile Options with New Global SMS\/MMS Partner, Telnyx<\/h4>\r\n<p><strong>Status: <span style=\"color: #34c3f2;\">Beta<\/span><\/strong><\/p>\r\n<p>There are over 6.56 billion people across the world that have a smartphone, <a href=\"https:\/\/www.statista.com\/statistics\/330695\/number-of-smartphone-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">according to Statista<\/a>. Of those, 97% actively send SMS messages, making it a highly engaged channel built for personalized communications. But integrating SMS\/MMS into your cross-channel strategy comes with core challenges such as high cost, complexity, and limited support.<\/p>\r\n<p>Today we're happy to announce our partnership with <a href=\"https:\/\/telnyx.com\/?utm_source=referral&amp;utm_medium=iterable_referral&amp;utm_campaign=iterable-spring-release\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, a carrier-direct SMS\/MMS provider that reaches over 60 countries with unmatched scale, deliverability, and support. With this partnership, we're offering customers more flexibility, ease-of-use, and competitive pricing for their SMS and MMS sends\u2014globally.<\/p>\r\n<p>The integration comes with built-in access to technical support and regulatory experts so you can easily navigate implementation and ongoing management. And, with Telnyx handling the sends in the background, you can build highly personalized SMS-specific campaigns with all of the dynamic functionality and data activation already baked into the broader Iterable platform.<\/p>\r\n\r\n[caption id=\"attachment_100430\" align=\"alignnone\" width=\"900\"]<img class=\"size-full wp-image-100430\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/SMS-with-Telnyx-x-900px-2.png\" alt=\"Telnyx and Iterable\" width=\"900\" height=\"540\" \/> <em>With this partnership, we're offering customers more flexibility, ease-of-use, and competitive pricing for their SMS and MMS sends\u2014globally.<\/em>[\/caption]\r\n\r\n<h4>Immersive Cross-Channel Experiences with Native Web In-App<\/h4>\r\n<p><strong>Status: <span style=\"color: #ef3d55;\">Private Beta<\/span><\/strong><\/p>\r\n<p>Every digital impression is a chance to bring joy to your customers and deepen your relationship with a harmonized experience. Today, this is true about your website and every channel you use to communicate with customers. Web In-App unifies your customers\u2019 cross-channel journeys as they move between your emails, desktop or mobile websites, and apps. So whether you\u2019re creating standalone web messages for new visitors or expanding your engagement with loyal users' cross-channel journeys, Web In-App offers a new way to enhance your web browsing experience. And, with this native new channel, you can deeply tailor it to every user to continue their journey based on their preferences.<\/p>\r\n<p>Building these experiences doesn\u2019t require a different set of tools or unique creation experience\u2014it\u2019s all integrated into Studio to build fully harmonized cross-channel experiences.<\/p>\r\n\r\n[caption id=\"attachment_100436\" align=\"alignnone\" width=\"2092\"]<img class=\"size-full wp-image-100436\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Web_In-App-Collage-1.png\" alt=\"Web In-App\" width=\"2092\" height=\"1356\" \/> <em>This new channel unifies your customers\u2019 cross-channel journeys as they move between your emails, desktop or mobile websites, and apps.<\/em>[\/caption]\r\n\r\n<h4>Get a 360-Degree View of Your Customers with an All-New User Profile<\/h4>\r\n<p><strong>Status: <span style=\"color: #34c3f2;\">Beta<\/span><\/strong><\/p>\r\n<p>Our user profile contains all the information a brand needs to understand each user. This new design simplifies and improves how brands access and utilize user data, and surfaces trends about each user directly within the contact record.<\/p>\r\n<p>Key information (such as contact details, location, and more) and a summary of recent interactions are right at the top of the profile for ease of use.<\/p>\r\n<h4>Cross-Channel Content Creation Just Got Easier<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Creating content within Iterable also received a fresh redesign, making it more intuitive and expressive. Editing, incorporating, and managing snippets is easier than ever, with an enhanced preview functionality that allows you to test your dynamic content with precision. And as you build more content, we\u2019ve released a new feature that makes it easy for you to keep track of previously created Snippets. Where are My Snippets allows you to search for where a Snippet has been used within a template, campaign, or another Snippet.<\/p>\r\n<p>We\u2019ve also enhanced our drag-and-drop editor to feature an all-new mobile design mode and new design tiles. Creating beautiful emails is easier than ever before.<\/p>\r\n<h4>Tie Every Mobile Experience into a Harmonized Experience<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>According to Flurry, <a href=\"https:\/\/www.republicworld.com\/technology-news\/mobile\/apple-ios-14-dot-5-att-feature-becomes-a-success-as-96-percent-of-us-users-opt-out-of-app-tracking.html\" target=\"_blank\" rel=\"noopener\">96% of iOS users<\/a> are choosing \u201cdo not track,\u201d meaning they are opting out of having their browsing data collected or tracked. Iterable rolled out a slew of controls to equip marketers with the resources they need in the changing mobile landscape.<\/p>\r\n<p>Today, we\u2019ve enhanced mobile capabilities to use SMS click metrics as a part of your customer journey. Customers using mobile can seamlessly continue their journey and experience on any device or channel they interact with your brand on.<\/p>\r\n<p>In addition, we\u2019ve enhanced our Mobile Inbox SDK with a new React Native version and additional enhancements for the latest Android version as well. And, with the privacy landscape <a href=\"https:\/\/iterable.com\/blog\/ios-15-push-notifications-iterable-what-you-should-know\/\" target=\"_blank\" rel=\"noopener\">evolving with iOS15<\/a>, we\u2019ve enhanced your ability to send relevant messages that get to consumers at the right time. Include a relevance score and your content directly into the notification summary to ensure you attract users attention.<\/p>\r\n<h4>Setup &amp; Send Messages Across Channels<\/h4>\r\n<p><strong>Status: <span style=\"color: #6a266d;\">Coming Soon<\/span><\/strong><\/p>\r\n<p>In addition to innovating on Studio, we\u2019ve enhanced and renamed our Sending Platforms page so you can connect and send messages across all your relevant channels. Connect SMS (Telnyx), email, and more directly via this screen and get harmonized experiences up running within a matter of minutes.<\/p>\r\n<h4>Measure Every Conversion Event<\/h4>\r\n<p><strong>Status: <span style=\"color: #6a266d;\">Coming soon<\/span><\/strong><\/p>\r\n<p>The key to a great harmonized experience? Measurement and iteration. With new multiple conversion event tracking, you can easily track and measure multiple custom conversion events at once to get a deeper understanding of every campaign\u2019s performance. See how your conversions look across channels, engagement, or any key performance metrics all at once.<\/p>\r\n<h4>New Deliverability Partner, Validity<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Connected experiences require ensuring that your messages are reaching the right people, directly in their inbox. That\u2019s where our new partner, <a href=\"https:\/\/www.validity.com\/\" target=\"_blank\" rel=\"noopener\">Validity<\/a>, comes in. Iterable and <a href=\"https:\/\/www.validity.com\/everest\/\" target=\"_blank\" rel=\"noopener\">Validity Everest<\/a> provide the deliverability tools to help you generate more revenue and increase the lifetime value of your database through seamless experiences. In an age when there\u2019s more noise than ever, Iterable and Validity partnered to ensure your email reaches the right audience.<\/p>\r\n<h3>Creating Harmonized Experiences<\/h3>\r\n<p>These updates are designed to help you harmonize your customer experience and drive real business outcomes\u2014revenue, subscriptions, activation, etc. We all know that a joyful customer will be a loyal customer and joy starts with creating a consistent, harmonized customer experience.<\/p>\r\n<p><em>Hear the full details from our <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Spring Product Showcase webinar<\/a> and, if you\u2019re interested in seeing Iterable in action, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Spring Product Showcase Recap: Harmonized Experiences","post_excerpt":"We\u2019re happy to introduce our first product showcase, focused on Harmonized Experiences. Let\u2019s walk through each of the capabilities.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-spring-product-showcase-recap-harmonized-experiences","to_ping":"","pinged":"","post_modified":"2022-05-04 09:33:30","post_modified_gmt":"2022-05-04 16:33:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100141","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"spring product release\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-spring-product-showcase-recap-harmonized-experiences\/"},{"ID":100281,"post_author":"79","post_date":"2022-05-03 11:08:35","post_date_gmt":"2022-05-03 18:08:35","post_content":"<p>Agile marketing is an adaptation of agile development. The broader marketing team is broken up into smaller teams, each with distinct responsibilities and tasks that need to be completed within a certain timeframe.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-your-small-team-can-use-agile-marketing\/\" target=\"_blank\" rel=\"noopener\">Small marketing teams<\/a> can use agile marketing because it helps divvy up and stretch limited resources to ensure everyone has a task that ladders up to the same project. When you have ample resources, however, with your large marketing team, is agile marketing still effective?<\/p>\r\n<p>Big marketing teams don\u2019t face the same challenges that small teams face. They have departments, each with their own tasks and responsibilities. The hard part, with a large team, is aligning on goals. Each department has their own wants and needs and rather than working cross-functionally, silos often form around each functional group, making it hard to communicate and align on priorities. Let\u2019s look at how agile marketing can help solve some of the challenges of a big marketing team.<\/p>\r\n<h3>Choosing Agile Marketing Teams<\/h3>\r\n<p>In a large marketing team, there\u2019s likely a wide variety of skills. Agile marketing for a larger team requires balancing each person\u2019s strengths and keeping departments in their swim lanes while still considering the broader marketing team priorities. Referencing <a href=\"https:\/\/martech.org\/form-your-agile-marketing-teams-around-the-customer\/\" target=\"_blank\" rel=\"noopener\">Martech.org<\/a> once again, we\u2019ll look at the various ways to divide a team, this time through the lens of a larger marketing team.<\/p>\r\n<h4>Agile Teams Based on Funnel Stages<\/h4>\r\n<p>For a larger marketing team, this could work as long as it doesn't result in more silos. Each part of the funnel has to be able to communicate with one another, so if it\u2019s just a rearrangement of silos that already exist, it may not provide any additional benefits. But, if you can create net-new groups based on the strengths of each individual, it could lead to a smoother execution of tasks.<\/p>\r\n<p>If choosing this agile marketing strategy for a larger marketing team, you\u2019ll have to think about which parts of the funnel each department already gravitates toward. Based on that, you\u2019ll be able to choose which role should serve as a team lead (a.k.a. <a href=\"https:\/\/www.cio.com\/article\/230646\/what-is-a-scrum-master-a-key-role-for-project-success.html#:~:text=Scrum%20master%20definition,are%20followed%20by%20team%20members.\" target=\"_blank\" rel=\"noopener\">Scrum Master<\/a>). It likely won\u2019t be a member of the same department across all funnel stages. For example, your content marketing team likely targets the top of the funnel while your product marketing team is more mid-to-low funnel.<\/p>\r\n<h4>Agile Teams Based on Persona or Industry<\/h4>\r\n<p>Dividing your teams by personas or industry gives you the opportunity to fully rearrange your large marketing team. With a larger team you may have multiple people in the same role, which gives you an advantage for this arrangement of agile teams.<\/p>\r\n<p>For example, let\u2019s say you\u2019re focusing on retail and fintech. You could create two teams, each with a copywriter, a graphic designer, a product marketer, a demand generation specialist, and an email specialist. One scrum team would only have tasks related to the retail industry while the other would only focus on fintech.<\/p>\r\n<h4>Agile Teams Based on Product<\/h4>\r\n<p>Breaking your team into product-based agile teams could be beneficial for a large marketing team. Similar to the persona or industry approach, each scrum team could be compiled of a person from each marketing department. Instead of focusing on an industry or individual audience, however, these teams would each focus on a specific product. With that, you\u2019d have the teams think about the audience for that specific product, each stage of the funnel, and a marketing strategy specific to that product.<\/p>\r\n<p>In this scenario, you\u2019d likely have a member of product marketing act as each team lead, as they have more insight into the products they\u2019ll be focusing on.<\/p>\r\n<h4>Agile Teams Based on Service<\/h4>\r\n<p>While dividing your marketing team into service-based groups could work for a very small team, it\u2019s probably what already exists in a larger marketing team. Each department already has a specific service they provide to the broader marketing team, so this wouldn\u2019t necessarily solve any of the alignment issues that may exist.<\/p>\r\n<p>When thinking about how you\u2019ll divide up your teams, you\u2019ll have to think about what you\u2019re looking to achieve. What are the overarching goals your team needs to accomplish and what agile design will help you get there? If you\u2019re looking to build awareness of your product catalog, for example, maybe a product-based design is the best. If you\u2019re looking to capture more audiences, a persona-based approach may work the best. And hey, if you don\u2019t know, you can always test it out.<\/p>\r\n<h3>Making Agile Work For You<\/h3>\r\n<p>Remember, implementing agile marketing isn\u2019t supposed to make your life harder. In fact, it\u2019s supposed to make it much easier. While there may be a learning curve at the beginning\u2014especially if leaning towards a product-, industry-, or persona-centric approach\u2014the payoff in the end should outweigh the initial struggles.<\/p>\r\n<p>Once agile teams are decided upon, they\u2019re not set in stone. Agile teams can switch and adjust\u2014and they may have to. Agile development was created to improve efficiency and open communication. Agile marketing, however, is <a href=\"https:\/\/cxl.com\/blog\/agile-practices-marketing\/\" target=\"_blank\" rel=\"noopener\">inherently different from agile development<\/a> because there are constant outside requests that come in that can\u2019t be pushed to other sprints. Another big difference is that success looks different for a marketing team. While working code defines success for developers, the performance indicators for a marketing team are often less black-and-white.<\/p>\r\n<p>What we\u2019re really saying is, don\u2019t expect the process to be perfect and run like a well-oiled engineering team right off the bat. You\u2019ll have to make the agile marketing process your own. But, if it allows you to more effectively iterate, collaborate, and create, you\u2019re on the right track.<\/p>\r\n<p><em>To learn how the right marketing tools can help improve the efficiency of your large marketing team, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"How Your Big Team Can Use Agile Marketing","post_excerpt":"Let\u2019s look at how agile marketing can improve efficiency and help big marketing teams align on goals and break down silos. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-your-big-team-can-use-agile-marketing","to_ping":"","pinged":"","post_modified":"2022-05-03 11:08:35","post_modified_gmt":"2022-05-03 18:08:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100281","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 03, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Agile marketing for big teams\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-your-big-team-can-use-agile-marketing\/"},{"ID":100348,"post_author":"97","post_date":"2022-05-03 10:00:49","post_date_gmt":"2022-05-03 17:00:49","post_content":"","post_title":"Activate Event Resource Tile","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"activate-event-resource-tile","to_ping":"","pinged":"","post_modified":"2022-05-03 10:00:49","post_modified_gmt":"2022-05-03 17:00:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=100348","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Events","pretty_date":"May 03, 2022","terms":[{"term_id":9974,"name":"Events","slug":"events","term_group":0,"term_taxonomy_id":9974,"taxonomy":"resource_type","description":"","parent":1696,"count":1,"filter":"raw","term_order":"0"}],"term_slugs":["events"],"term_names":["Events"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"\/activate-events\/#new_tab"},{"ID":100203,"post_author":"79","post_date":"2022-04-29 08:08:07","post_date_gmt":"2022-04-29 15:08:07","post_content":"<p>Hi! If you\u2019re reading this, you\u2019ve found yourself on the Iterable blog. If you\u2019ve been here before, welcome back. If you\u2019re new, you\u2019re gonna like it here. Our blog is meant to provide you with helpful tips and research that can guide you as you build your marketing strategy. This article, in particular, will explore welcome and onboarding campaigns in a cross-channel capacity.<\/p>\r\n<p>See that? What you just read? That\u2019s what every welcome and onboarding campaign strives to do\u2014introduce the new user to the brand and set the stage for what\u2019s to come.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including welcome and onboarding, and detail what\u2019s required for each and some tips for building them out. Like we said, this article\u2014the first in a series\u2014will zoom in on welcome and onboarding campaigns to provide more context and examples.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Welcome and Onboarding Campaigns?<\/h3>\r\n<p>Often used synonymously, welcome campaigns and onboarding campaigns are usually the first direct communications your brand has with a customer.<\/p>\r\n<p>Welcome campaigns often involve a series of messages that are triggered when users first sign up for marketing communications like newsletters, product announcements, etc. They can also be sent after a customer makes a first purchase. Welcome campaigns are great for continued engagement with new customers.<\/p>\r\n<p>Onboarding campaigns are meant to help users as they become familiar with your product. They\u2019re often triggered when a customer signs up for a membership or logs into an app. Think: product demos, app walkthroughs, user guides, etc. Welcome campaigns can contain onboarding messaging and onboarding campaigns can contain welcome messaging. The two go hand-in-hand.<\/p>\r\n<p>To execute welcome and onboarding campaigns effectively, there are four key elements you\u2019ll need to consider: purpose, managed expectations, channel expansions, and personalization. Let\u2019s take a look at each.<\/p>\r\n<h3>Finding a Purpose<\/h3>\r\n<p>Welcome and onboarding campaigns generally are not single messages\u2014they\u2019re a series. But, on the flipside of that, you can\u2019t just make a series for the sake of making a series. Each message needs to have a purpose behind it that contributes to the overall experience.<\/p>\r\n<p>For razor brand <a href=\"https:\/\/mybillie.com\/\" target=\"_blank\" rel=\"noopener\">Billie<\/a>, the purpose of their welcome and onboarding series is to get first-time buyers to activate their accounts\u2014streamlining future orders.<\/p>\r\n\r\n[caption id=\"attachment_100204\" align=\"alignnone\" width=\"801\"]<img class=\"wp-image-100204 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example1_Billie.png\" alt=\"Welcome and Onboarding Campaigns from Billie\" width=\"801\" height=\"689\" \/> <em>Billie wastes no time, ensuring users can easily order more razors\u2014a frequent purchase\u2014in the future. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0b652586-a807-fb06-56d5-951ffa800712?company_id=29908&amp;filter=classified&amp;journey_id=25873&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s very clear from Billie\u2019s welcome and onboarding emails what they want the users\u2019 next step to be. In this case, the customer has already purchased, so, at this point, there\u2019s no need to introduce the brand or share company values.<\/p>\r\n<h3>Managing Expectations<\/h3>\r\n<p>Next, your welcome and onboarding campaigns should manage customer expectations. Sending these initial messages gives you the opportunity to set the tone of your relationship with each customer. Take this time to explain what content is going to come, and what customers can expect as a result of signing up for marketing messages.<\/p>\r\n<p>Jewelry brand, <a href=\"https:\/\/www.zales.com\/\" target=\"_blank\" rel=\"noopener\">Zales<\/a>, clearly set expectations in the first welcome email. As a customer who has just signed up for Zales\u2019 marketing messages, I now know I can expect at least exclusive offers, new arrivals, and style inspiration.<\/p>\r\n\r\n[caption id=\"attachment_100210\" align=\"alignnone\" width=\"801\"]<img class=\"wp-image-100210 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example2_Zales-1.png\" alt=\"Zales Welcome and Onboarding Campaigns\" width=\"801\" height=\"689\" \/> <em>Zales manages expectations by telling customers exactly what content they\u2019ll be sending through this channel. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b6bb0db4-b690-656f-8212-4cc1fede53a4?company_id=4537&amp;filter=classified&amp;journey_id=21682&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Not only did Zales explain what would be coming, they followed through. The first email contains a $50 off coupon, the second email has style inspiration, and the third email reminds the user of their exclusive offer. It\u2019s one thing to set expectations, it\u2019s another to deliver on them.<\/p>\r\n<h3>Expanding Channels<\/h3>\r\n<p>Welcome and onboarding campaigns take advantage of heightened customer engagement. Customers are actively interacting with your brand. Therefore, you should use this time to connect with customers via multiple channels. Email may start the initial conversation, but don\u2019t forget about the other avenues through which you can reach your customers.<\/p>\r\n<p><a href=\"https:\/\/www.blueapron.com\/\" target=\"_blank\" rel=\"noopener\">Blue Apron<\/a>, a meal subscription box brand, knows that their app is essential when it comes to their customer experience. As part of their welcome and onboarding campaigns they spotlight the benefits of downloading their app.<\/p>\r\n\r\n[caption id=\"attachment_100216\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100216\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example3_BlueApron.png\" alt=\"Blue Apron Onboarding App\" width=\"801\" height=\"689\" \/> <em>Blue Apron wants customers to use both email and their mobile app. Therefore the first email explains how Blue Apron works, and the second email recommends downloading the app. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/d5addf67-d61a-a403-d82e-c0173c61c001?company_id=1591&amp;filter=classified&amp;journey_id=20023&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Once the app is downloaded, the door is opened for Blue Apron to explore push notifications and in-app messaging. But, having multiple ways to connect with customers means the onus is on the brand to create a seamless, integrated, cross-channel experience.<\/p>\r\n<h3>Personalizing the Experience<\/h3>\r\n<p>Because welcome and onboarding campaigns are sent at the very beginning of a brand\u2019s relationship with the customer, personalization can be tricky. But, what does your brand know at this point? Including the user\u2019s name in the copy or subject line can be a simple, but effective way to personalize your campaigns.<\/p>\r\n<p><a href=\"https:\/\/www.hulu.com\/\" target=\"_blank\" rel=\"noopener\">Hulu<\/a>, the streaming service, added a personalized touch right off the bat. In the very first email to the customer, their name is in the header copy and subject line. The second email in the series offers up some recommendations, likely based on an online profile that the customer filled out.<\/p>\r\n\r\n[caption id=\"attachment_100222\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100222\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example4_Hulu.png\" alt=\"Hulu Personalized Welcome Email\" width=\"801\" height=\"623\" \/> <em>Hulu is aiming to establish trust with their users by recognizing each as an individual. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/4b464dc4-4f1d-cf7a-68bc-96720f51a492?company_id=1210&amp;filter=classified&amp;journey_id=18589&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Welcome and onboarding campaigns are also the perfect moment to ask users about their preferences. What kind of content do they want to receive going forward? What products are they the most interested in? With this information in tow, your brand is now equipped to deliver even more personalized content.<\/p>\r\n<h3>Making a First Impression<\/h3>\r\n<p>Welcome and onboarding campaigns are your brand\u2019s first impression. You want to deliver content to new users when they need it the most. Think about how you\u2019d use your product and what content would be helpful in each scenario. Also, remember that you can create a series over an extended period of time. Not everything you want to say matters to the customer so, while you have their attention, boil your messaging down to deliver relevant, timely content. No one likes a long-winded hello.<\/p>\r\n<p><em>To learn more about welcome and onboarding campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Cross-Channel Harmonization: Welcome and Onboarding Campaigns","post_excerpt":"This article\u2014the first in a series\u2014will zoom in on welcome and onboarding campaigns to provide more context and examples.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-welcome-and-onboarding-campaigns","to_ping":"","pinged":"","post_modified":"2022-04-29 08:08:07","post_modified_gmt":"2022-04-29 15:08:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100203","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Welcome and Onboarding Campaigns\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/"},{"ID":100121,"post_author":"79","post_date":"2022-04-26 10:03:52","post_date_gmt":"2022-04-26 17:03:52","post_content":"<p>Agility. We\u2019ve heard this word tossed around in various scenarios. Athletes are described as being limber and agile. Dogs compete in agility obstacle courses. But what does agility or being agile actually mean? Boiled down, it\u2019s just the ability to move quickly and easily. And, when something is fast and simple, it\u2019s efficient.<\/p>\r\n<p>This idea of efficiency has been applied to development for <a href=\"https:\/\/www.planview.com\/resources\/guide\/agile-methodologies-a-beginners-guide\/history-of-agile\/#:~:text=It%20all%20started%20in%20the,new%20software%20to%20market%20faster.\" target=\"_blank\" rel=\"noopener\">over twenty years<\/a>. Instead of focusing on huge projects and the big picture, developers break down projects into smaller tasks and choose which of those tasks to complete in a set timeframe, known as a \u201csprint.\u201d<\/p>\r\n<p>Agile marketing, according to <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/agile-marketing-a-step-by-step-guide\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>, \u201cmeans using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.\u201d Before we cover agile marketing for large teams, this article will explore how a small marketing team can approach agile marketing\u2014dividing and conquering with limited resources.<\/p>\r\n<h3>Choosing Agile Marketing Teams<\/h3>\r\n<p>For a small marketing team, the first step is deciding how you\u2019ll break up the group into smaller groups\u2014each being responsible for tackling specific tasks. There\u2019s more than one way to skin a cat and, according to <a href=\"https:\/\/martech.org\/form-your-agile-marketing-teams-around-the-customer\/\" target=\"_blank\" rel=\"noopener\">Martech.org<\/a>, there\u2019s more than one way to divide your team.<\/p>\r\n<h4>Agile Teams Based on Funnel Stages<\/h4>\r\n<p>In this model, teams can be broken up based on the stages of the funnel. So, for example, you could have a team focused on lead generation at the <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-top-of-funnel-marketing\" target=\"_blank\" rel=\"noopener\">top of the funnel<\/a>, a team focused on <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-mid-funnel-marketing\" target=\"_blank\" rel=\"noopener\">mid-funnel<\/a> consideration, and a team focused on retention at the <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-bottom-of-the-funnel-marketing\" target=\"_blank\" rel=\"noopener\">bottom of the funnel<\/a>.<\/p>\r\n<p>For a smaller marketing team, this may not be the best option only because the lift for the various funnel stages could be vastly different. Lead generation would be a heavier lift while retention, at the beginning, may be a lighter lift.<\/p>\r\n<h4>Agile Teams Based on Persona or Industry<\/h4>\r\n<p>Here, you could divide your marketing team into groups based on the various <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-marketing-persona\/\" target=\"_blank\" rel=\"noopener\">marketing personas<\/a> or industries your team has established as your core audience. The teams in this model would look at the whole funnel, but for each specific target audience member and vertical.<\/p>\r\n<p>As long as there are a few personas, this is a good option for a small marketing team because each agile team can think about the funnel as a whole.<\/p>\r\n<h4>Agile Teams Based on Product<\/h4>\r\n<p>Product-based agile teams are more aligned with the traditional development agile teams. In this scenario, each team focuses on a specific product. So, for example, maybe there\u2019s a free version of your app, a base subscription, and a premium subscription. You could divide your marketing team so each team focuses on one.<\/p>\r\n<p>For a small team, however, there may only be one or a couple of product options, so this may not be the best fit.<\/p>\r\n<h4>Agile Teams Based on Service<\/h4>\r\n<p>Lastly, service-based teams are divided based on roles. So, pretty close to the structure of a traditional marketing team. You\u2019d have your writers, designers, email marketers, etc., all on separate teams.<\/p>\r\n<p>The issue with service-based teams is that they can often create bottlenecks. Different teams work at different speeds and require different levels of effort. This can be especially challenging for a smaller marketing team where the number of people per team is small and perhaps uneven.<\/p>\r\n<p>However you decide to divide your marketing team, the next step will be designing the agile process to ensure each team understands what is expected of them.<\/p>\r\n<h3>Designing the Agile Marketing Process<\/h3>\r\n<p>Designing your agile marketing process is crucial for making sure each agile team is aligned and can work to achieve the same goal. Remember, agile marketing is meant to help accomplish short-term, smaller goals that contribute to a larger goal. To achieve this overarching goal, however, everyone needs to be on the same page.<\/p>\r\n<p>Like we mentioned earlier, the agile process splits up work into short time periods, known as <strong>sprints<\/strong>. Generally, for agile development, sprints are two-weeks. This means each team selects tasks they want to accomplish within these two weeks and focuses only on those tasks. Tasks are prioritized based on urgency and non-urgent tasks can be moved to later sprints.<\/p>\r\n<p>In addition to sprints, agile processes require frequent <strong>standup meetings<\/strong>\u2014sometimes every morning. This way, teams can share what they\u2019re working on, making sure each team has visibility into a project\u2019s status, any blockers, and what\u2019s coming up.<\/p>\r\n<p>Lastly, agile marketing requires a way to <strong>track progress<\/strong>. The goal is to complete the selected tasks within a sprint, so your team has to be able to track which tasks are complete, which aren\u2019t, and who is responsible for completing them. Developers often use a <a href=\"https:\/\/iterable.com\/blog\/so-long-scrum-hello-scrumban\/\" target=\"_blank\" rel=\"noopener\">Kanban board<\/a> to keep track of tasks within a sprint.<\/p>\r\n<p>Teams and processes are crucial to achieving effective and efficient agile marketing. All that being said, though, it\u2019s important to remember why you\u2019re using an agile marketing process in the first place.<\/p>\r\n<h3>The Agile Marketing Manifesto<\/h3>\r\n<p>Yes, picking what your agile teams will focus on and designing a process that allows for success are obviously necessary when implementing agile marketing for your small team. But, if your broader marketing team understands why you\u2019re doing things this way, it can help deepen understanding and productivity.<\/p>\r\n<p>According to <a href=\"https:\/\/www.workfront.com\/project-management\/methodologies\/agile\/agile-marketing\" target=\"_blank\" rel=\"noopener\">Adobe Workfront<\/a>, agile marketing allows marketers to:<\/p>\r\n<ol>\r\n\t<li>Respond quickly to changes in the market<\/li>\r\n\t<li>Produce rapid campaigns that can be tested and optimized over time<\/li>\r\n\t<li>Try lots of things and repeat the ones that succeed<\/li>\r\n\t<li>Use input from other departments to augment marketing efforts<\/li>\r\n\t<li>Justify choices in campaigns and projects with hard data<\/li>\r\n\t<li>Collaborate with team members to prevent a tunnel-vision approach to marketing<\/li>\r\n<\/ol>\r\n<p>Sharing these benefits and potential outcomes of agile marketing sets the stage from the beginning. Agile marketing is meant to make life easier for the marketers on your team, so be sure to start with that. There may be a learning curve, but the payoff, in the end, will be worth it.<\/p>\r\n<p><em>Agile marketing teams are only as strong as the tools in their arsenal. To learn more about how Iterable can help your marketing team easily achieve their tasks, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How Your Small Team Can Use Agile Marketing","post_excerpt":"This article will explore how a small marketing team can approach agile marketing\u2014dividing and conquering with limited resources.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-your-small-team-can-use-agile-marketing","to_ping":"","pinged":"","post_modified":"2022-04-26 10:04:15","post_modified_gmt":"2022-04-26 17:04:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100121","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 26, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"agile marketing for small teams\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-your-small-team-can-use-agile-marketing\/"},{"ID":100080,"post_author":"79","post_date":"2022-04-21 08:37:46","post_date_gmt":"2022-04-21 15:37:46","post_content":"<p>To celebrate and acknowledge <a href=\"https:\/\/www.un.org\/en\/observances\/creativity-and-innovation-day\" target=\"_blank\" rel=\"noopener\">World Creativity and Innovation Day<\/a>, we wanted to take a moment and reflect on the winners of Iterable\u2019s second annual Hack Week.<\/p>\r\n<p>At Iterable, Hack Week is a social coding event that allows our engineers, designers, and product managers to live our Growth Mindset and Humility values by teaming up and building or improving features that will deliver joyful customer experiences for every organization in the world.<\/p>\r\n<p>Focusing on Balance, another Iterable value, we removed all meetings from our participants\u2019 calendars, allowed them to form teams, and pursue any passion projects they may have picked. And we\u2019ve seen some pretty impressive results! From our 2021 Hack Week, 21% of hacks were shipped and this year 17% have already been shipped with a potential for 35% total hacks to be shipped.<\/p>\r\n<p>Because the theme of this year's World Creative and Innovation Day is collaboration, we could think of no better way to celebrate than by highlighting some of the collaborative efforts from our engineering team.<\/p>\r\n<h3>Hack Week Winners<\/h3>\r\n<p>There are four categories of hacks. Each category had a designated winner\u2014meaning their hack not only fit the category, but resulted in a solution that delivers joy to end-users. The hack names may be subject to change if and when they\u2019re shipped, but in the meantime, let\u2019s take a look at each category, the winning hack, and the team behind it.<\/p>\r\n<h4>Most Innovative<\/h4>\r\n<p><strong>The Hack:<\/strong> Journey Fragments<br \/>\r\n<strong>The Team:<\/strong> Charlie Thomas, Josh Jarmain, Krisha Agatep, Alison Chen &amp; Olivia Li<\/p>\r\n<p>Journey Fragments is an innovative functionality that creates a joyful user experience for marketers by giving them the ability to take their current journeys and exponentially increase their capacity to collaborate as well as evolve best practices.<\/p>\r\n<p>When asked what inspired them the most about this innovation, team member, Krishna Agatep, said, \u201cWhen we brainstormed together as a group, I tried to put my user hat on instead of my developer hat. I thought about all the software that I use in my day-to-day life\u2014what makes my life easier, and what sorts of features I couldn\u2019t live without. And that\u2019s what we tried to bring to this project\u2014a feature that is so time-saving that if a user didn\u2019t have it, their day to day would be so much less efficient.\u201d<\/p>\r\n<p><em>Journey Fragments was also awarded <strong>The People\u2019s Choice<\/strong> award\u2014an open voting category where everyone attending could vote for their favorite hack.<\/em><\/p>\r\n<h4>Best Shipped<\/h4>\r\n<p><strong>The Hack:<\/strong> Where Are My Snippets?<br \/>\r\n<strong>The Team:<\/strong> Sneha Annadi, Jess Torrez Riley, and Terrance Whittaker Jr.<\/p>\r\n<p>To win Best Shipped, a hack is either already being used (internally) or can be put into production pretty quickly. This is a challenging category because not only does the hack need to be uniquely creative, it has to pass our stringent engineering standards to be released. The winning team\u2014\u201cWhere Are My Snippets?\u201d\u2014built a lookup function to find all templates\/campaigns where a snippet was referenced. This was a solution our customers have been asking for and we delivered, making it even easier for them to send personalized messages to their customers.<\/p>\r\n<p>When asked what he enjoyed most about Hack Week, team member Terrance Whittaker Jr., said, \u201cThis was actually my first time participating in the hack weeks, so it was good to work on something different and build pretty quickly. Our idea came together in the middle of the week. I was coming straight off of a vacation, actually, so we only had from Wednesday to Friday to get our idea up and running. It was pretty fun really just getting together and putting it together pretty quickly.\u201d<\/p>\r\n<h4>Best Internal Improvement<\/h4>\r\n<p><strong>The Hack:<\/strong> Terraform Policy-as-Code<br \/>\r\n<strong>The Team:<\/strong> Ming Li and Praphulla Sabbineni<\/p>\r\n<p>To win the Best Internal Improvement category, a hack needs to be able to relieve the pain for our Iterators and make life easier. Ming and Praphulla built a hack that utilized Terraform Sentinel to enforce Iterable Policies through code. This implementation of making our policy enforcement as code makes life a lot easier when engineers are rolling out features with Terraform. Engineering and Security now have the ability to review when a policy is applied incorrectly. Plus since this is in code, this gives us so much scalability.<\/p>\r\n<p>When asked how the team came up with the idea, team member, Ming Li, said, \u201cWe have a list, but it\u2019s not the top priority. Hack Week gives us a chance to review what are the items on the list and we just saw this one and I looked into it and I said, \u2018this is pretty interesting.\u2019 I liked it and then we got to work on it. But, as for the inspiration, the idea is from [another Iterable engineer] Kevin Tham.\u201d<\/p>\r\n<h4>Red Diff Challenge<\/h4>\r\n<p>While Hack Week is all about creating the most innovative and interesting features that will help our customers better deliver joyful experiences, we also wanted to challenge our engineers to think about the \u201cinternal customers\u201d\u2014ourselves! For this, we ran a Red Diff Challenge, a competition that awarded a daily winner along with a weekly winner for the Iterator that removed the most lines of obsolete code. Removing technical debt allows our code base to be healthier and more efficient.<\/p>\r\n<p>Here are our winners:<\/p>\r\n<p><strong>Monday:<\/strong> Cory Klein, 993 Lines Removed<br \/>\r\n<strong>Tuesday:<\/strong> Ayush Agarwal, 1482 Lines Removed<br \/>\r\n<strong>Wednesday:<\/strong> Elham Keshavarzian, 7899 Lines Removed<br \/>\r\n<strong>Thursday:<\/strong> Ryan Song, 12,456 Lines Removed (weekly champion!)<\/p>\r\n<p>When asked why he participated in the Red Diff Challenge, the winner, Ryan Song, said, \u201cI joined the Red Diff Challenge because I know that there are many test folders located in our repo. Many of those tests are out of date. And by joining the challenge, I had the opportunity to do some clean ups.\u201d<\/p>\r\n<h3>Teamwork Makes the Dream Work<\/h3>\r\n<p>But really, it does. Hack Week gave our engineers a chance to move away from their everyday tasks and tackle something different, with people they may not interact with normally. And, as a result, Iterable gained some extremely creative, thoughtful, and useful innovations to help our customers make their customers\u2019 lives easier.<\/p>\r\n<blockquote>\r\n<p><em>\u201cCreativity and passion are the lifeblood of a great engineering team. Hack Week unleashes this creativity and talent to solve the most important problems we might not know we have. These projects can range from security and reliability to previously unimagined product functionality. Hack Week gives engineers the permission to pursue the really great ideas that might, at first glance, seem like not so great ideas. These projects are not obvious, higher risk, and potentially the most valuable innovations possible.\u201d<\/em><\/p>\r\n<p><em>- Bill Press, Iterable\u2019s Senior VP of Engineering<\/em><\/p>\r\n<\/blockquote>\r\n<p>Creativity and innovation are all about thinking about things differently. Looking at the problem from a different perspective can help shed some light on possible solutions. Next time your team encounters a problem, think about how you can inspire innovation from within.<\/p>\r\n<p><em>To join our growing team of engineers, check out the <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open positions<\/a>.<\/em><\/p>","post_title":"Celebrating World Creativity & Innovation Day with Hack Week","post_excerpt":"To celebrate World Creativity and Innovation Day, we're taking a moment to reflect on the winners of Iterable\u2019s second annual Hack Week.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-world-creativity-innovation-day-with-hack-week","to_ping":"","pinged":"","post_modified":"2022-04-21 09:40:45","post_modified_gmt":"2022-04-21 16:40:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100080","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hack Week World Innovation Day\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-world-creativity-innovation-day-with-hack-week\/"},{"ID":100066,"post_author":"79","post_date":"2022-04-19 11:47:17","post_date_gmt":"2022-04-19 18:47:17","post_content":"<p>Customers today expect marketing <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>. Blah blah blah\u2014we know that. Old news. But, thinking about how to personalize is where innovation and novelty can still flourish. To personalize marketing communications for your customers, brands need to understand what content each customer wants and how they want it delivered.<\/p>\r\n<p>One marketing channel that has gained traction recently is <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>. Sending text messages to customers is an effective way to connect, especially when they\u2019re on-the-go. After all, as <a href=\"https:\/\/findstack.com\/sms-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Findstack<\/a> points out, \u201cPeople check their phones up to 160 times a day, or once every 9 minutes.\u201d But, to really use this channel how it was meant to be used, brands have to go a step further and think about what customers expect from SMS, outside of the marketing landscape.<\/p>\r\n<p>For example, usually, people who are texting are having a conversation\u2014there\u2019s a back and forth. So why not apply that model to your marketing messages? \u201cSMS has <a href=\"https:\/\/www.retaildive.com\/ex\/mobilecommercedaily\/sms-has-eight-times-the-response-rate-of-email-study\" target=\"_blank\" rel=\"noopener\">eight times the response rate of email<\/a>,\u201d so let customers respond and then send marketing messages to them based on their responses. But, how? Since you can\u2019t have your customer service team or marketing team responding to every text message from your customers, you\u2019ll have to use SMS keywords instead.<\/p>\r\n<h3>What are SMS Keywords?<\/h3>\r\n<p>SMS keywords are words or phrases that your customers can text you that result in an automated content stream related to that keyword. It\u2019s similar for opt-in or <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\" target=\"_blank\" rel=\"noopener\">opt-out<\/a> language. If a customer no longer wants to receive your texts they\u2019ll send \u201cSTOP\u201d and your marketing technology will recognize that keyword and refrain from sending SMS messages to that customer in the future.<\/p>\r\n<p>But, keywords aren\u2019t only for opting in or out of communications, they can be used to help tailor the marketing messages you send to your customers. For example, maybe you send a message to your customers asking them to respond with a list of their favorite products. Your SMS platform can recognize the product keywords and then trigger a journey that only sends them SMS messages related to those products. Not only are you reducing manual efforts for your marketing team, but you\u2019re also creating a more joyful customer experience.<\/p>\r\n<h4>The Positives of Personalized SMS Keywords<\/h4>\r\n<p>SMS keywords give your brand deeper access to customer preferences. Because customers have to opt-in to receive <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">SMS marketing<\/a> messages, you already know they\u2019re interested in your brand. But, with personalized keywords, opening the conversation, you can find out exactly what about your brand resonates with them. In her session at <a href=\"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>\u2019 Senior Retention Marketing Manager, Alyssa Aquino, mentioned, \u201c45% of US respondents said that message frequency and irrelevance were the top turn-offs for the channel.\u201d Staying relevant is key to maintaining engagement and a strong customer relationship.<\/p>\r\n<p>Below is a favorite example of ours from the TV network, Bravo. They\u2019re using their SMS marketing program to give customers the \u201cinside scoop.\u201d<\/p>\r\n\r\n[caption id=\"attachment_100073\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-100073\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Bravo-SMS-Keyword.jpeg\" alt=\"Bravo SMS Keywords\" width=\"512\" height=\"469\" \/> <em>Bravo asks users to respond with their favorite shows to make sure future messages are relevant.<\/em>[\/caption]\r\n\r\n<p>SMS feels super personal, so Bravo is smart in using familiar, conversational language (which aligns with their brand). Not only that, they\u2019ve asked the user which Bravo shows they prefer\u2014SMS keywords\u2014to ensure the content sent going forward will spark user engagement and retention. Using shows\u2014a.k.a. products\u2014as keywords is also a good strategy because it\u2019s not something the user will forget easily.<\/p>\r\n<p>This brings up a good point. What keywords should brands choose to make sure their customers don\u2019t forget and can always re-enter the conversation?<\/p>\r\n<h3>How to Choose an SMS Keyword<\/h3>\r\n<p>When choosing an SMS keyword your brand needs to do some perspective taking. Think about all of the times you, as a customer, have received a discount code and it\u2019s a string of random numbers and letters that you\u2019re expected to remember and type in the next time you make a purchase. It\u2019s frustrating, annoying, and certainly doesn\u2019t create a joyful customer experience. On the flipside, a discount code like \u201cSUMMER20\u201d tells you when the discount code was issued and how much the discount is for. Plus, it\u2019s easy to remember.<\/p>\r\n<p>The same basic principles should be applied to SMS keywords. According to our friends at <a href=\"https:\/\/telnyx.com\/resources\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, \u201cIdeally, your keyword should be a single word that\u2019s easy to remember and related to your business. Avoid using special characters. And avoid using a keyword that\u2019s related to your business in a way that your customers won\u2019t understand, like an internal joke or mantra.\u201d At Iterable, for example, Growth Mindset is one of our values, and every Iterator knows and understands it. But, if we used GROWTHMINDSET as a keyword in an SMS program, it may not be as memorable to customers as something like MARTECH or CROSSCHANNEL. (Hi Google crawlers!)<\/p>\r\n<h3>SMS Keywords to Fuel Cross-Channel Harmonization<\/h3>\r\n<p>Speaking of cross-channel, (see what we did there?) having an understanding of customer preferences will only help to improve the overall cross-channel experience. For example, if you\u2019re receiving an onslaught of SMS keywords from a customer and they\u2019re highly engaged with your SMS content, make that the primary channel for the customer. Email, while important, can be ancillary and support the experience the user is having via SMS. So, if the customer says they like women\u2019s denim through SMS, make sure your emails take that information into account.<\/p>\r\n<p>Your other marketing channels\u2014email, push notifications, in-app messaging, direct mail, etc.\u2014are important for creating a holistic, harmonized experience, but SMS is a platform built for conversation. Start a conversation in SMS and carry the learnings to your other channels.<\/p>\r\n<p><em>To learn more about SMS keywords and how Iterable can help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Using SMS Keywords for Deeper Personalization","post_excerpt":"You can\u2019t have your marketing team responding to every text message from your customers, you\u2019ll have to use SMS keywords instead.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"using-sms-keywords-for-deeper-personalization","to_ping":"","pinged":"","post_modified":"2022-04-19 11:47:17","post_modified_gmt":"2022-04-19 18:47:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100066","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS keywords\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/using-sms-keywords-for-deeper-personalization\/"},{"ID":100032,"post_author":"79","post_date":"2022-04-14 08:50:00","post_date_gmt":"2022-04-14 15:50:00","post_content":"<p>We are in the midst of a QR code renaissance. These scannable squares that link to a website have regained popularity because of their contact-free capabilities in a post-pandemic world.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.qrcode.com\/en\/history\/\" target=\"_blank\" rel=\"noopener\">Created in 1994 by DENSO WAVE<\/a>, the QR code was originally developed as a method for storing more information than a traditional barcode, which could only store 20 alphanumeric characters. But, in addition to storing alphanumeric data, Japanese users wanted a code that could store Kanji and Kana\u2014the Japanese print alphabet.<\/p>\r\n<p>And thus, the QR code was born.<\/p>\r\n<p>Nowadays, <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">6.64 billion people worldwide<\/a> have smartphones and, with them, the ability to scan QR codes and seamlessly visit mobile sites or apps. QR codes are particularly helpful when it comes to bridging the digital and physical. Restaurants can use QR codes to lead users to an online menu, stores can use QR codes to provide customers with additional product information, and brands can send direct mail with QR codes, bringing users their website.\u00a0<\/p>\r\n<p>But, as a result of a recent <a href=\"https:\/\/www.pcmag.com\/opinions\/coinbases-mystery-qr-code-super-bowl-ad-is-a-security-nightmare\" target=\"_blank\" rel=\"noopener\">TV spot<\/a>, some users are questioning the security of QR codes. Yes, users can get company information, but what can brands learn about the customers?<\/p>\r\n<h3>Is Privacy a Real Concern?<\/h3>\r\n<p>The recent <a href=\"https:\/\/www.inc.com\/jason-aten\/a-floating-qr-code-was-best-ad-of-super-bowl-there-was-just-1-problem.html\" target=\"_blank\" rel=\"noopener\">TV commercial<\/a>, featuring a floating QR code, sparked some controversy because it was equated to a phishing email. Without any context, viewers were prompted to visit a website\u2014and it worked! But, what information does the brand now have? What doors did this open for actual hackers to try the same thing?<\/p>\r\n<p>A new type of QR-enabled phishing attack has been named \u201c<a href=\"https:\/\/www.govtech.com\/security\/beware-of-quishing-criminals-use-qr-codes-to-steal-data\" target=\"_blank\" rel=\"noopener\">quishing<\/a>.\u201d Because QR codes can bring users to an unknown website, it\u2019s a sneaky way for hackers to steal personal information and behavioral data. Generally, if you ever see a lone QR code, without context, don\u2019t scan it. But, with the right context around them, QR codes can be successfully used by brands.<\/p>\r\n<p>QR codes are a great method for collecting customer information in a situation where gathering customer insights might be difficult. Like <a href=\"https:\/\/consumergoods.com\/case-qr-codes-better-way-brands-gather-first-party-data\" target=\"_blank\" rel=\"noopener\">Consumer Goods Technology<\/a> says, \u201cQR codes work the same way as the traditional methods of first-party data collection\u2014they simply introduce a digital interaction to an otherwise offline space.\u201d But, first-party data isn\u2019t zero-party data. You\u2019re not explicitly asking customers for information, you\u2019re collecting behavioral data, like you would if they visited your website. Telling customers you\u2019re gathering data and then explaining how you\u2019ll use that data can help ease customer concerns around first-party data collection.<\/p>\r\n<h4>Defying the Digital<\/h4>\r\n<p>The tricky part with collecting behavioral data from QR codes, however, is that while it\u2019s expected that brands collect first-party data when customers are actively browsing websites, when customers are offline, they may not want to be pulled into a digital world. QR codes may bridge the gap, but do customers always want to cross the bridge? As Eric Rescorla, CTO of Firefox, told <a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/10\/07\/are-qr-codes-safe\/\" target=\"_blank\" rel=\"noopener\">The Washington Post<\/a>, \u201cI\u2019m not sure I want my pizza place to understand me much better than it does now.\u201d QR codes are not all bad, though.<\/p>\r\n<h3>Are There Benefits of QR Codes?<\/h3>\r\n<p>Bridging gaps and blurring the lines between marketing channels is key in creating a seamless cross-channel marketing experience. The same <a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/10\/07\/are-qr-codes-safe\/\" target=\"_blank\" rel=\"noopener\">Washington Post article<\/a> uses the example of jeans that have a QR code on the tag. Customers can scan the code to learn more information. Then, because of the collected behavioral data, when that same user goes to that brand\u2019s site, the jeans could be waiting in their shopping cart with a discount attached. As Brent Ramos, Director of Product for Search at Adswerve pointed out in the article, \u201cThat\u2019s a benefit for the consumer and the brand, right?\u201d<\/p>\r\n<h4>QR Codes and the Customer Experience<\/h4>\r\n<p>It\u2019s true\u2014creating this frictionless experience is ideal, and even becoming the norm. But, brands still need to <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-5-creating-a-cross-channel-experience\/\" target=\"_blank\" rel=\"noopener\">be overt in how they plan to use collected data<\/a>. Especially when it\u2019s being collected via an originally physical, not digital, channel\u2014like in-store. Creating a cross-channel experience is all about meeting, and exceeding, customer expectations. So, if a customer isn\u2019t expecting to share data in an online space, your brand needs to alert them that this could happen when they scan a QR code.\u00a0<\/p>\r\n<p>Creating a completely digital cross-channel experience is one thing, but jumping between the physical and digital is a whole new animal. Think about when customers click push notifications or open emails and are guided to your app or website. They\u2019re already primed to be in a digital environment, they know there\u2019s a certain level of data being shared and they\u2019re prepared for it. When your brand opts to include QR codes on direct mail assets or in TV spots, it\u2019s important to consider the customer journey. Where is the customer when they\u2019re scanning the QR code? How is taking the customer to your website going to impact their relationship with your brand?\u00a0<\/p>\r\n<p>For example, if your customer is at the mall and is looking to shop in-store, a QR code should link to something that improves their in-store experience, not their online one. Maybe it\u2019s a map that shows shoppers how to find your store in the mall, maybe it\u2019s an in-store-only coupon, maybe it\u2019s both! The experience, offline, is different and needs to be a consideration for your brand when using QR codes.<\/p>\r\n<h3>Be Helpful, Not Disruptive<\/h3>\r\n<p>The moral of the story is that while there may be privacy concerns for customers using QR codes, it shouldn\u2019t be much different than when a customer is on your website. Be explicit about how you\u2019re collecting and using customer data and make it worthwhile for the customer. Your goal, whether using QR codes or not, is to make the customers\u2019 shopping experience easier.\u00a0<\/p>\r\n<p><em>To learn more about creating a seamless cross-channel experience, scan the QR code below or use <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">this link<\/a> to schedule an Iterable demo today.<\/em><\/p>\r\n\r\n[caption id=\"attachment_100033\" align=\"aligncenter\" width=\"300\"]<img class=\"wp-image-100033 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/QRCode-Demo.png\" alt=\"QR Code to Schedule Demo\" width=\"300\" height=\"300\" \/> <em> Scan the QR code to schedule an Iterable demo.<\/em>[\/caption]","post_title":"QR Codes, Privacy, and CX","post_excerpt":"As a result of a recent TV spot, some users are questioning the security of QR codes. What data can brands collect?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"qr-codes-privacy-and-cx","to_ping":"","pinged":"","post_modified":"2022-04-14 11:39:27","post_modified_gmt":"2022-04-14 18:39:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100032","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 14, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"QR Codes and CX\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/qr-codes-privacy-and-cx\/"},{"ID":100005,"post_author":"79","post_date":"2022-04-12 09:39:03","post_date_gmt":"2022-04-12 16:39:03","post_content":"<p>We have officially entered Activate season with our first event last week\u2014<a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>. <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a>, our customer engagement conference series, is meant to bring together marketers and inspire them to create lasting marketing moments that evoke customer joy. Activate Virtual was a way for marketers around the world to gather\u2014virtually\u2014and learn from experts in the field and connect with one-another.<\/p>\r\n<p>Speakers included Matthew Luhn, former storyteller at Pixar, who spoke about the power of storytelling to drive emotional connection; Stephanie Richardson, VP of Product Marketing at <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, who highlighted why dynamic, personalized customer lifecycles are critical; Elliot Ross, Technology Evangelist at <a href=\"https:\/\/taxiforemail.com\/\" target=\"_blank\" rel=\"noopener\">Taxi for Email<\/a> by <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost<\/a>, who discussed inclusivity and accessibility in email; Alyssa Aquino, Senior Retention Marketing Associate at <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, who challenged marketers to push the boundaries of \u201ctraditional\u201d <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">SMS marketing<\/a>, and more.<\/p>\r\n<p>If you missed it, don\u2019t worry. You can watch them all on demand <a href=\"https:\/\/onlinexperiences.com\/scripts\/Server.nxp?LASCmd=L:0&amp;AI=1&amp;ShowKey=186383&amp;LoginType=0&amp;InitialDisplay=1&amp;ClientBrowser=0&amp;DisplayItem=NULL&amp;LangLocaleID=0&amp;SSO=1&amp;RFR=https:\/\/onlinexperiences.com\/Launch\/Event.htm?ShowKey=186383\" target=\"_blank\" rel=\"noopener\">here<\/a>. But for a preview, here\u2019s a recap of the key takeaways from each session below. To avoid missing out on all the oodles of Activate content going forward, be sure to <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit Europe in London<\/a> and <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America in San Francisco<\/a>.<\/p>\r\n<h3>Activate Virtual Takeaways, by Session<\/h3>\r\n<h4>Killin\u2019 the Keynote<\/h4>\r\n<p>To start the day, our CMO, Adri Gil Miner, crushed the keynote. Adri highlighted the three key themes that lead to a joyful experience:<\/p>\r\n<ul>\r\n\t<li><strong>Harmonize<\/strong>. This theme is all about blending marketing channels to build a cohesive experience. It\u2019s important to consider the technical requirements needed to execute a harmonized experience and optimize your martech stack to allow you to do so.<\/li>\r\n\t<li><strong>Individualize<\/strong>. Individualization goes behind cohorts and segments. True individualization requires personalized marketing messages and strategies for each unique customer. To individualize, your brand will need to look at event and behavioral data.<\/li>\r\n\t<li><strong>Dynamic Content<\/strong>. Lastly, dynamic content means activating the data you\u2019ve collected. You should be connecting with your audience in real-time, using behavioral triggers to feed them customized content based on their preferences.<\/li>\r\n<\/ul>\r\n<p><strong><em>Adri also introduced our first seasonal release. To learn more, tune into the <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">showcase webinar on May 4<\/a>.<\/em><\/strong><\/p>\r\n<h4>Advice from Airtable<\/h4>\r\n<p>Airtable\u2019s VP of Product Marketing, Stephanie Richardson, discussed the three questions brands should ask themselves when embarking on building a dynamic customer journey.<\/p>\r\n<ul>\r\n\t<li><strong>What does a successful customer look like?<\/strong> Stephanie focused on the definition of a successful customer. For Airtable, as an example, a successful customer was someone who was proficient in a specific area of the platform.<\/li>\r\n\t<li><strong>How do you measure success?<\/strong> Then, Stephanie explained how brands can measure that success. Airtable used a scoring model. They looked at different types of users and examined how the proficiency in certain areas changed and gave them a sophistication score.<\/li>\r\n\t<li><strong>How do you get there faster?<\/strong> Lastly, once you understand what a successful customer looks like and how to measure it, you have to figure out the fastest path to get customers to become successful. Airtable created a specific learning path, with step-by-step directions, for how to drive creator sophistication.<\/li>\r\n<\/ul>\r\n<h4>Successful Storytelling<\/h4>\r\n<p>Pixar\u2019s former Lead Storyteller and Animator, Matthew Luhn, dove into why storytelling is so impactful, especially for marketing. Stories cause consumers to make immediate decisions and rationalize those decisions later. Why? He focused on three key aspects of storytelling:<\/p>\r\n<ul>\r\n\t<li><strong>Memorable<\/strong>. People are more likely to remember something if there\u2019s a story attached to it.<\/li>\r\n\t<li><strong>Impactful<\/strong>. Matthew talked about how the fluctuation between dopamine, oxytocin, and endorphins can leave a lasting impact. When thinking about marketing messaging, create anticipation, empathy, and excitement.<\/li>\r\n\t<li><strong>Personal<\/strong>. Consumer decisions are made based on whether or not they like your brand. But, to like you, they have to know you. By using metaphors, testimonials, and experiences, brands can connect on a personal level with their audiences.<\/li>\r\n<\/ul>\r\n<h4>Delight with Design<\/h4>\r\n<p>Tattly\u2019s former Creative Director, Cristina Gomez, dug deep into what good design actually means. She explored how customers identify good design and how design can impact the overall experience. Delightful design should be:<\/p>\r\n<ul>\r\n\t<li><strong>Attention-grabbing<\/strong>. Like a pretty wine bottle that stands out on a shelf full of other bottles, design has to catch the consumer\u2019s eye.<\/li>\r\n\t<li><strong>Understandable.<\/strong> When design doesn\u2019t get the message across it can become frustrating for the audience. Make sure your design is to-the-point.<\/li>\r\n\t<li><strong>Audience-friendly<\/strong>. Design has to appeal to your audience. Keeping your audiences\u2019 aesthetic preferences in mind when you design helps your brand connect with the right people. For example, if your target audience leans towards gothic, maybe your brand frequently uses black in brand designs.<\/li>\r\n\t<li><strong>Consistent<\/strong>. Design should be consistent across all channels. A brand is more than a logo.<\/li>\r\n<\/ul>\r\n<h4>Elevating Email Experiences<\/h4>\r\n<p>Elliot Ross, Technology Evangelist for Taxi for Email, by Sparkpost, focused specifically on inclusivity and accessibility in email and some changes brands can implement to make a difference right away. Some highlights include:<\/p>\r\n<ul>\r\n\t<li><strong>It\u2019s a mindset change.<\/strong> Accessibility is making sure your emails work for everyone, regardless of whatever challenges they may face. Websites that don\u2019t have accessible or inclusive sites are missing out on a $1.2T market share.<\/li>\r\n\t<li><strong>We\u2019re not the market.<\/strong> Marketers can often think their experience is everyone\u2019s experience, but that\u2019s not the case. Adding accessibility helps us, as marketers, better understand our audiences while differentiating us from competitors.<\/li>\r\n\t<li><strong>Put the customers in the right position.<\/strong> Inclusivity makes the product and brand more relatable. Make sure imagery is natural and reflects real people and language is free of biases. For example, is using copy like \u201ccrazy discount\u201d offensive in relation to mental health?<\/li>\r\n<\/ul>\r\n<h4>Cross-Channel Capabilities<\/h4>\r\n<p>MeUndies\u2019 Senior Retention Marketing Manager, Alyssa Aquino, then took to the virtual stage to talk about what cross-channel marketing looks like, particularly in regards to SMS marketing. She called out three unique features of SMS:<\/p>\r\n<ul>\r\n\t<li><strong>Users choose.<\/strong> Alyssa mentioned one powerful aspect of SMS marketing is that users have to opt-in to receive your brand\u2019s communications. They are choosing to receive your messages, so they are more likely to engage.<\/li>\r\n\t<li><strong>Relevant messaging.<\/strong> Because SMS is a more personal channel, users are particularly sensitive to message frequency and relevancy. \u201c45% of US respondents said that message frequency and irrelevance were the top turn-offs for the channel.\u201d<\/li>\r\n\t<li><strong>Keywords for personalization.<\/strong> Because SMS is a two-way street, users can communicate with your brand directly, via keywords, telling you exactly what kind of content they want.<\/li>\r\n<\/ul>\r\n<h4>Cookieless Conundrum<\/h4>\r\n<p>Iterable\u2019s COO, Jeff Samuels, was joined on stage by <a href=\"https:\/\/www.pacaso.com\/\" target=\"_blank\" rel=\"noopener\">Pacaso<\/a>\u2019s Sr. Lifecycle Marketing Manager, Grace Pratt, and Narrator\u2019s Growth Marketing Consultant, Julie Sun, to discuss what data management and individualization looks like in a world without cookies and third-party data sharing. Three takeaways include:<\/p>\r\n<ul>\r\n\t<li><strong>Customer insights are key.<\/strong> Grace shared that campaigns start by understanding what motivates the customer. What do they value? It helps brands tell stories that relate directly to customer needs and wants. Julie added that brands should have a \u201cnorth star\u201d when collecting customer data. Why do you want this data? What\u2019s the end goal?<\/li>\r\n\t<li><strong>Operate from a place of abundance, not fear.<\/strong> Julie pointed out that there will always be data, and there will always be a lot of it. She advised to not approach marketing with fear, but with the outlook that there are possibilities and you can use those possibilities to tell stories. Think about your customers\u2019 anti-pet peeves\u2014magic moments of success that peak joy.<\/li>\r\n\t<li><strong>If everything is important, nothing is.<\/strong> When trying to collect data, Julie mentioned that you have to first decide what you want the data enhancements to achieve. Pick your battles. Decide what the goal of this enhancement will be, then focus on only that and get consensus internally. Grace added that cross-collaboration is vital for getting buy-in from internal stakeholders.<\/li>\r\n<\/ul>\r\n<p>Not only were invaluable nuggets of wisdom shared by marketing experts, but we had a blast chatting with one-another, sharing experiences, and building networks. If you missed Activate Virtual and want to watch the full sessions, don\u2019t panic. Like we said above, they\u2019re all available on the <a href=\"https:\/\/onlinexperiences.com\/scripts\/Server.nxp?LASCmd=L:0&amp;AI=1&amp;ShowKey=186383&amp;LoginType=0&amp;InitialDisplay=1&amp;ClientBrowser=0&amp;DisplayItem=NULL&amp;LangLocaleID=0&amp;SSO=1&amp;RFR=https:\/\/onlinexperiences.com\/Launch\/Event.htm?ShowKey=186383\" target=\"_blank\" rel=\"noopener\">Activate Virtual site<\/a>. But don\u2019t miss out on the future Activate events!<\/p>\r\n<p><em>Register now for <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a>, in London, and <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\">Activate Summit North America<\/a>, in San Francisco.<\/em><\/p>","post_title":"Top Takeaways from Activate Virtual","post_excerpt":"Activate Virtual was a way for marketers around the world to virtually gather, learn from experts in the field, and connect with one-another.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-from-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-04-12 09:39:03","post_modified_gmt":"2022-04-12 16:39:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100005","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Virtual Takeaways\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-virtual\/"},{"ID":99760,"post_author":"79","post_date":"2022-04-06 09:59:02","post_date_gmt":"2022-04-06 16:59:02","post_content":"<p>Today, we kicked off our global customer engagement conference series with <a href=\"https:\/\/iterable.com\/activate\/virtual\/#registration\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, bringing together the world\u2019s most innovative marketers, product leaders, and data experts together to discuss the latest practices in building authentic customer connections in the digital economy to drive growth.<\/p>\r\n<p>Our day began with keynote addresses from our CMO, Adri Gil Miner, who <span style=\"font-weight: 400;\">unveiled the exciting product and partnership updates in the first <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">seasonal release <\/span><\/a><\/span>of the year. She was followed by Guy Raz, acclaimed radio personality and host of NPR\u2019s \u201c<a href=\"https:\/\/www.npr.org\/series\/490248027\/how-i-built-this\" target=\"_blank\" rel=\"noopener\">How I Built This<\/a>\u201d podcast, who explained how marketers can take brands from good to great.<\/p>\r\n<p>\u201cA moment can make or break a consumer\u2019s relationship with your brand. And now, with the complexities of today\u2019s world\u2014 compliance regulations, changing customer behaviors, and digital acceleration\u2014it's becoming harder and harder for marketers to get these moments right and drive consumers to, not away from, your brand,\u201d shared Adri.<\/p>\r\n<p>\u201cAt Activate Virtual, marketers are encouraged to challenge the status quo of customer connection, and go beyond customer expectations to build joyful experiences that deeply engage customers. Attendees will end the day inspired, and ready to build moments that matter to their customers.\u201d<\/p>\r\n<h3>Methods for Motivating Marketers<\/h3>\r\n<p>Activate is designed to motivate marketers to go beyond the message, the channel, and the moment and focus on creating joyful experiences. An exciting combination of industry leaders, career storytellers, and luminaries will take the stage throughout the day to dig-into the details\u2014technology, data, design, and creativity\u2014of customer connection, including:<\/p>\r\n<ul>\r\n\t<li>Matthew Luhn, former storyteller at Pixar, who will teach marketers how to use the power of storytelling to drive emotional connection<\/li>\r\n\t<li>Stephanie Richardson, VP of Product Marketing at <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, who will highlight why creating dynamic, personalized customer lifecycles are critical to a brand\u2019s long term success<\/li>\r\n\t<li>Elliot Ross, Technology Evangelist for <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost <\/a>and CEO and Co-Founder of <a href=\"https:\/\/taxiforemail.com\/\" target=\"_blank\" rel=\"noopener\">Taxi for Email<\/a>, who will discuss two priorities for the modern marketer: inclusivity and accessibility<\/li>\r\n\t<li>Alyssa Aquino, Senior Retention Marketing Associate at <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, who will challenge marketers to push the boundaries of \u201ctraditional\u201d SMS marketing<\/li>\r\n<\/ul>\r\n<p>Throughout the day, attendees will also have the opportunity to connect with representatives from <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost<\/a>, <a href=\"https:\/\/www.friendbuy.com\/\" target=\"_blank\" rel=\"noopener\">Friendbuy<\/a>, <a href=\"https:\/\/radar.com\/\" target=\"_blank\" rel=\"noopener\">Radar<\/a>, and <a href=\"https:\/\/www.ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>\u2014partners of Iterable and sponsors at the event\u2014and learn from the successes of brands in Iterable\u2019s customer community, like <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, <a href=\"https:\/\/iterable.com\/customers\/calm-3\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/imperfect-foods\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a>, who are setting a new standard of customer experience for modern brands.\u00a0<\/p>\r\n<p>If you're familiar with us, you're familiar with our commitment to culture and corporate social responsibility. <span style=\"font-weight: 400;\">We\u2019re committed to leveraging our platform\u2014and <\/span><span style=\"font-weight: 400;\">partnering<\/span><span style=\"font-weight: 400;\"> with our community\u2014for\u00a0 good. We've<\/span>\u00a0has partnered with their customer <a href=\"https:\/\/thetoucan.app\/\" target=\"_blank\" rel=\"noopener\">Toucan<\/a>, a UK-based app that streamlines charitable giving, for \u201c<a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\" target=\"_blank\" rel=\"noopener\">Activate for Ukraine<\/a>,\" a charitable campaign challenging Activate attendees to raise \u00a350,000 over the course of 24 hours for three charities with boots on the ground in Ukraine. <span style=\"font-weight: 400;\">Help support our campaign: <\/span><a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\"><span style=\"font-weight: 400;\">donate here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\r\n\r\n[caption id=\"attachment_99769\" align=\"alignnone\" width=\"1259\"]<img class=\"size-full wp-image-99769\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Screen-Shot-2022-04-05-at-11.47.32-AM.png\" alt=\"Activate for Ukraine\" width=\"1259\" height=\"1268\" \/> <em>We've partnered with Toucan to ensure we're taking the opportunity to give back to those in need. If you can, donate to <a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\" target=\"_blank\" rel=\"noopener\">Activate for Ukraine<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Just the Beginning<\/h3>\r\n<p>Iterable will continue its Activate series by bringing the event in-person with Activate Summit in London on 25-26 May 2022 and San Francisco on September 7-9, 2022. Each Activate event is unique, with different speakers, sessions, and opportunities.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit in London<\/a> and\u00a0<a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit in San Francisco<\/a> today!<\/em><\/p>","post_title":"Iterable Kicks Off Activate Virtual","post_excerpt":"We kicked off our global customer engagement conference series with Activate Virtual, motivating marketers to create joyful experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-kicks-off-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-04-06 09:59:02","post_modified_gmt":"2022-04-06 16:59:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99760","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Virtual\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-kicks-off-activate-virtual\/"},{"ID":99939,"post_author":"79","post_date":"2022-04-06 09:13:18","post_date_gmt":"2022-04-06 16:13:18","post_content":"<p>Activate Virtual is here, and with it, endless excitement! Adriana Gil Miner, CMO here at Iterable, started Activate with a bang by unveiling our first Seasonal Release, which included Iterable Studio, native Web-In App module, and a partnership with global SMS platform <a href=\"https:\/\/telnyx.com\/?utm_source=ppc&amp;utm_medium=adwords&amp;utm_campaign=brand-2017-USUKCanIE-google&amp;gclid=CjwKCAjw0a-SBhBkEiwApljU0szkJ2lglE0g8tdWJ54KGSr4AtX7KLpfq7azHQBhk4eUM2go54Z_JBoCU58QAvD_BwE\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>.<\/p>\r\n<p>These new features and capabilities are designed to help brands harmonize experiences across interaction channels\u2014a key pillar of our vision to deliver joyful customer experiences for every organization in the world. Learn more about the seasonal release below, and by joining our <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Seasonal Product Showcase webinar<\/a> on May 4.<\/p>\r\n<h3>Delivering Harmonized Cross-Channel Experiences<\/h3>\r\n<p>According to <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, 73% of consumers use multiple channels in their buying journey. This hyper-connected consumer demands a consistent experience across every channel\u2014email, social media, mobile app, website, and more. Most brands have a gap between their customer data stack and their interaction channels and they can\u2019t easily activate engagement across channels with exactitude for millions of customers. The new capabilities introduced in Iterable\u2019s release are designed to enable marketers to meet consumer demands and build frictionless cross-channel communications with ease.<\/p>\r\n<p>\u201cThe pandemic profoundly affected how people live, work, and interact with the world around them. But while people are more digitally connected now than ever before, they are feeling emotionally distant, and are looking for opportunities to fill that void,\u201d shares Bela Stepanova, VP of Product at Iterable. \u201cTo build trust and loyalty with today\u2019s consumer, businesses need to deliver experiences that drive long-term and authentic relationships. As the only platform that is built to activate customer data across all touchpoints and channels, Iterable ensures that cross-channel connection is easy, efficient, and effective.\u201d<\/p>\r\n<h4>Automate Rich Customer Journeys with Iterable\u2019s New Studio<\/h4>\r\n<p>Whether designing a <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">welcome series<\/a>, <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback<\/a> journey, or promotion and engagement push, having the right data\u2014and a unified visual platform\u2014is critical for marketers. That\u2019s what Iterable\u2019s all-new Studio delivers. Studio combines Iterable\u2019s world-class data engine with an approachable and intuitive no-code user interface (UI), <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora UX<\/a>, that makes it easy to visually design and harmonize rich experiences across channels without having to rely on technical resources. Additional Studio UI enhancements, like side-by-side interaction between Studio and editing, a new flowchart interface, and drafts, were designed to enhance and facilitate collaboration capabilities between marketing colleagues, ensuring marketing teams can build harmonized experiences together, easier than ever before.<\/p>\r\n<h4>New Global SMS\/MMS Partnership with Telnyx<\/h4>\r\n<p>With over <a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">95% of the global population<\/a> actively on their smartphones throughout the day\u2014<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">5 billion<\/a> of whom send and receive SMS messages\u2014mobile has become an incredibly powerful tool for marketers to connect with consumers around the world. To help marketers fully activate the full potential of SMS, Iterable has expanded their SMS partnerships with <a href=\"https:\/\/telnyx.com\/\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, a carrier-direct SMS\/MMS provider that reaches over 230 countries with unmatched scale, deliverability, and support. With Iterable and Telynx, marketers have more options, flexibility, and competitive pricing for their SMS and MMS sends globally than ever before, ensuring that SMS can be easily and affordably integrated into the cross-channel toolkit of every brand.<\/p>\r\n<p>\u201cSMS is an incredibly powerful means of connecting with customers, and is a core part of a high-impact cross-channel communications strategy. Still, many marketers have faced considerable barriers to integrating SMS into their cross-channel collection\u2014like high cost, complex global connectivity and regulatory challenges, and lacking support\u2014ultimately leading to opportunities and revenue lost.\u201d shares David Casem, CEO at Telnyx.<\/p>\r\n<p>\u201cThese are pain points that Telnyx was built to relieve, and we\u2019re thrilled to bring our mobile channel capabilities to Iterable\u2019s customers. With Iterable and Telnyx, marketers will be able to unlock the full potential of SMS marketing with ease, comfort, and confidence.\u201d<\/p>\r\n<h4>Create Immersive Web Experiences with a Simple Drag and Drop<\/h4>\r\n<p>Consumers expect consistency when interacting with a brand across marketing channels, and, for marketers, ease of creating these cohesive experiences is paramount. With Iterable\u2019s Web In-App, which enables the creation of targeted, personalized messaging to desktop and mobile website users alike, marketers can create frictionless cross-channel customer experiences easier than ever before. Web In-App includes an updated template creation experience with customizable form factors and drag-and-drop accessibility, new campaign targeting abilities, and In-App workflow web connections. With these capabilities, and more, marketers of any technical ability can create personalized, harmonized experiences for customers at scale.<\/p>\r\n<h3>Joyful Experiences for Customers and Consumers<\/h3>\r\n<p>We\u2019re hyper-focused on bringing joy to every consumer, by empowering marketers with the tools they need to create joyful customer experiences. Additional updates and enhancements included in this release make joy a reality, including:<\/p>\r\n<ul>\r\n\t<li>An all new drag-and-drop editor, enhanced campaign creation experience, and mobile creation capabilities<\/li>\r\n\t<li>iOS15 notification summary updates that provide marketers peace of mind that their critical messages were delivered<\/li>\r\n\t<li>Iterable\u2019s Aurora User Experience rollout continues across Snippets, creating a more approachable, and intuitive experience for building reusable content across all channels<\/li>\r\n\t<li>User Profiles, which, powered by Iterable\u2019s first-class data model, contains all the information marketers need to understand users, was redesigned to improve how marketers see, access, and deploy customer user data, setting a new standard for data activation<\/li>\r\n<\/ul>\r\n<p>These updates and more underline our commitment to constant innovation and execution and ensure that Iterable\u2019s customers can continue to deliver joyful experiences to consumers around the world.<\/p>\r\n<p><em>Join Iterable\u2019s <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Seasonal Product Showcase webinar<\/a> on May 4 to learn more.<\/em><\/p>","post_title":"And We\u2019re Off! Our First Seasonal Release Unveiled at Activate Virtual","post_excerpt":"Adriana Gil Miner, CMO here at Iterable, started Activate with a bang by unveiling our first Seasonal Release.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"and-were-off-our-first-seasonal-release-unveiled-at-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-04-06 09:13:18","post_modified_gmt":"2022-04-06 16:13:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99939","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Seasonal Release\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/and-were-off-our-first-seasonal-release-unveiled-at-activate-virtual\/"},{"ID":99699,"post_author":"79","post_date":"2022-04-04 17:05:04","post_date_gmt":"2022-04-05 00:05:04","post_content":"<p>What is harmony? You know it when you hear it. The perfect blend of notes that catches your attention and sends chills of joy down your spine. It\u2019s hard to define, but easy to recognize. We think of cross-channel marketing the same way. There\u2019s an art to seamlessly connecting marketing channels\u2014like going from email to mobile and back again\u2014and creating a cohesive customer experience. When it works, it works\u2014it\u2019s unmistakable.<\/p>\r\n<p>In our latest ebook, we take four go-to marketing campaigns\u2014Welcome and Onboarding, Promotional, Abandonment, and Re-Engagement\u2014and tear them down to the studs to understand the various elements that make each campaign effective.<\/p>\r\n<p>By looking at what the campaign is, why it matters, what instruments are needed, and tips for elevating each campaign, we set out to answer the question, \u201cWhat makes the experience of this campaign harmonious?\u201d<\/p>\r\n<p>In each campaign we highlight some events of note\u2014actions users can take that trigger these campaigns. Below is a preview of the four campaigns and how the events of note tie back to each of them.<\/p>\r\n<h3>Events of Note<\/h3>\r\n<h4>Welcome and Onboarding Campaigns<\/h4>\r\n<p>Welcome and onboarding campaigns are when your users are most engaged. You should plan to initiate these types of campaigns around first-time interactions with your brand.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Account Creation<\/li>\r\n\t<li>Free Trials<\/li>\r\n\t<li>First Login<\/li>\r\n\t<li>App Downloads<\/li>\r\n<\/ul>\r\n<p>All of these events of note are the perfect actions to trigger a welcome or onboarding sequence. Account creation and Free Trials are perfect for a welcome campaign that introduces the user to what your brand is all about. First logins and app downloads are a perfect time to send onboarding campaigns to help users get familiar with your product or interface. Plus, sending emails after an app login or download is the perfect example of a cross-channel experience\u2014you\u2019re recognizing the user regardless of the channel they choose.<\/p>\r\n<h4>Promotional Campaigns<\/h4>\r\n<p>Promotional messaging is generally the bulk of how brands keep ties with customers, so it\u2019s imperative for marketers to make the most of promotional campaigns to get a share of a user\u2019s attention. Promotional campaigns should be sent when users are in the mix with your brand\u2014they\u2019re not new and they\u2019re not churning.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Discounts<\/li>\r\n\t<li>Launches<\/li>\r\n\t<li>Recommendations<\/li>\r\n\t<li>Upsells<\/li>\r\n<\/ul>\r\n<p>These events of note are less trigger-based and more about maintaining engagement with exciting new opportunities. Promotional campaigns keep customers in the loop. So, when your brand is offering steep discounts or new product launches, loyal customers should be the first to know. Discounts, in particular, can be timely, so, in addition to emails, using <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> to alert customers quickly creates a cross-channel experience\u2014playing to each channels\u2019 strengths. Recommendations and upsells can also feature dynamic content, curated for each individual customer, not only keeping them informed, but personalizing the experience.<\/p>\r\n<h4>Abandonment Campaigns<\/h4>\r\n<p>Abandonment campaigns remind customers of left-behind items or actions needing completion before a conversion event. We all know you should remind customers to complete an action with cart abandonment or browse abandonment campaigns, but what about other abandoned actions?<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Near transactions<\/li>\r\n\t<li>Account upgrades<\/li>\r\n\t<li>Incomplete signups<\/li>\r\n<\/ul>\r\n<p>Abandonment campaigns don\u2019t always have to be tied to a shopping cart. Sure, launching an abandonment campaign when a customer is close to purchase is effective, but there are even more opportunities to use this type of campaign. If a customers\u2019 trial or intro-level account membership is about to lapse, you can remind them to upgrade. Or, if a customer has started filling out a form on your site to create an account but leaves, this is another good opportunity to introduce an abandonment campaign\u2014have them pick up where they left off, regardless of whether they started with your app or desktop site.<\/p>\r\n<h4>Re-Engagement Campaigns<\/h4>\r\n<p>Lastly, re-engagement campaigns focus on eliciting engagement from subscribers experiencing waning interaction and activity levels. Re-engaging customers can be a hard hurdle to overcome, but knowing when to initiate a re-engagement campaign, based on certain user events, can make the process easier.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Lapsed engagement<\/li>\r\n\t<li>Feedback gathering<\/li>\r\n\t<li>Winback<\/li>\r\n<\/ul>\r\n<p>Re-engagement campaigns are essential in a cross-channel marketing strategy because they can be used on a channel-by-channel basis. If a customer is showing lapsed engagement on a certain channel, you can trigger a re-engagement campaign specifically designed for that channel. So, if they haven\u2019t been opening emails, try a push notification or an <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>. Re-engagement campaigns are also great for collecting feedback\u2014zero-party data. Why is the customer engaging less? What content would they engage with more?<\/p>\r\n<p>And, even though re-engagement campaigns generally bring users back on specific channels, when channels are combined, you can use re-engagement campaigns to win back a customer and rebuild the relationship as a whole.<\/p>\r\n<h3>Each Campaign is Essential in a Cross-Channel Orchestra<\/h3>\r\n<p>You\u2019ll notice in the ebook that each of these campaigns has been assigned an orchestra section. While each campaign could be used on its own, true cross-channel harmony comes from all of the campaigns being woven together for a consistent and seamless cross-channel customer experience.<\/p>\r\n<p><em>For a more in-depth look at each campaign, <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">download the full ebook<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>","post_title":"Orchestrate Your Cross-Channel Campaigns for Peak Harmonization","post_excerpt":"Like harmony, cross-channel marketing is hard to define, but easy to recognize. There\u2019s an art to creating a cohesive customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"orchestrate-your-cross-channel-campaigns-for-peak-harmonization","to_ping":"","pinged":"","post_modified":"2022-04-04 17:05:04","post_modified_gmt":"2022-04-05 00:05:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99699","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"cross-channel harmonization\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/"},{"ID":99333,"post_author":"88","post_date":"2022-03-31 13:45:59","post_date_gmt":"2022-03-31 20:45:59","post_content":"<p><span style=\"font-weight: 400;\">Did you know that <\/span><b>90% of customers<\/b><span style=\"font-weight: 400;\"> expect consistent interactions across channels?\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">At Iterable, we believe that personalization and cross-channel experiences are the two keys to a perfectly harmonized experience. We\u2019d like to help you find the right strategy that resonates with your audience.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside our guide to orchestrating cross-channel campaigns, we\u2019ve deconstructed four popular marketing campaigns to walk you through recreating your own versions for a perfectly harmonized lifecycle journey.\u00a0<\/span><\/p>\r\n<p><b>Download this guide to learn:<\/b><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to adapt these foundations to fit your brand\u2019s marketing strategies<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to mix behavioral data, an easy-to-use tech stack, and a flair for creativity to make perfect harmony\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tips on ways to up-level your cross-channel personalization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Best practices on harmonizing your campaign messaging across channels <\/span><\/li>\r\n<\/ul>","post_title":"How to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization","post_excerpt":" 4 Essential Campaigns to Complete Your Ensemble","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization","to_ping":"","pinged":"","post_modified":"2022-05-02 09:01:55","post_modified_gmt":"2022-05-02 16:01:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99333","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 31, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"511\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/"},{"ID":99682,"post_author":"79","post_date":"2022-03-31 11:29:49","post_date_gmt":"2022-03-31 18:29:49","post_content":"<p>We\u2019re all familiar with <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data, first-party data<\/a>, and even third-party data. What we\u2019ve skipped over, however, is second-party data. Second-party data, according to <a href=\"https:\/\/digiday.com\/media\/wtf-is-second-party-data\/\" target=\"_blank\" rel=\"noopener\">Digiday<\/a>, is \u201cdata that a user hasn\u2019t shared with you directly, but you\u2019re able to legally access via a direct relationship with another business or through a private marketplace run by a media owner.\u201d<\/p>\r\n<p>We always talk about the customer-brand relationship and rarely the brand-brand relationship, but clearly, there are some benefits to collaborating with similar organizations. Take <a href=\"https:\/\/www.dickssportinggoods.com\/\" target=\"_blank\" rel=\"noopener\">Dick\u2019s Sporting Goods<\/a> and <a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, for example. In November of last year, they <a href=\"https:\/\/www.cnbc.com\/2021\/11\/03\/nike-and-dicks-sporting-goods-integrate-loyalty-programs.html\" target=\"_blank\" rel=\"noopener\">combined their loyalty programs<\/a>. Customers could then shop for exclusive Nike products and Dick\u2019s products via one portal. Nike wants to reach Dick\u2019s customers, who are in the market for footwear, and Dick\u2019s wants to honor the relationship they have with one of their largest brands.Through this partnership, both brands are looking to better understand customer preferences.<\/p>\r\n<p>While there are upsides to creating partnerships, what\u2019s curious is the sudden uptick in the desire for second-party data. What\u2019s causing this increase in brand partnerships?<\/p>\r\n<h3>Why Second-Party Data Is Gaining Popularity<\/h3>\r\n<p>When one door closes, another opens. According to <a href=\"https:\/\/www.marketingdive.com\/news\/what-to-know-about-second-party-data-as-marketers-tilt-toward-collaboration\/593462\/\" target=\"_blank\" rel=\"noopener\">Marketing Dive<\/a>, \u201c25% of businesses view second-party partnerships as their top priority, while nearly half (49%) said it was a high priority.\u201d No, brand partnerships aren\u2019t new, but second-party data is finally having its time in the spotlight\u2014thanks to the <a href=\"https:\/\/www.thetradedesk.com\/us\/news\/what-the-tech-is-cookie-deprecation\" target=\"_blank\" rel=\"noopener\">soon-to-be-deprecated third-party cookies<\/a>.<\/p>\r\n<p>Privacy is taking a front seat in the customer experience and, by removing third-party cookies from Chrome, Google is forcing marketers to become a bit more creative in how they connect and communicate with their audiences.<\/p>\r\n<p>In addition to serving as a solution for the death of third-party cookies, second-party data adds a surprising element of personalization to the customer experience. Customers now <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">expect brands to know who they are and what they like<\/a>. So, if multiple brands are getting together and discussing what works best for their customers, sharing information, and figuring out how to market to them in a way that\u2019s most impactful, it\u2019s going to add a level of customization to the overall customer experience.<\/p>\r\n<p>As <a href=\"https:\/\/www.clickz.com\/why-marketers-are-giving-second-party-data-a-second-look\/263882\/\" target=\"_blank\" rel=\"noopener\">ClickZ<\/a> says, \u201cData teams can mix and match second-party data in ways that best suit their needs, no matter the vertical because it can be delivered through marketplaces in unstructured form. This way data teams can mold it to apply to the unique purposes of each brand.\u201d<\/p>\r\n<h4>Fueling a Personalized Customer Experience<\/h4>\r\n<p>As an example, let\u2019s take a look at <a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019<\/a> and <a href=\"https:\/\/www.waze.com\/\" target=\"_blank\" rel=\"noopener\">Waze<\/a>. Waze, the navigation app, had customer location information, something Dunkin\u2019, a coffee chain, may not have access to. Waze needs customers to share their location to effectively use their app, while using the Dunkin\u2019 app doesn\u2019t require location-sharing.<\/p>\r\n\r\n[caption id=\"attachment_99689\" align=\"alignnone\" width=\"752\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Dunkin-and-Waze-Second-Party-Data.webp\" rel=\"attachment wp-att-99689\"><img class=\"size-full wp-image-99689\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Dunkin-and-Waze-Second-Party-Data.webp\" alt=\"Dunkin' and Waze Partnership\" width=\"752\" height=\"492\" \/><\/a> <em> Dunkin' and Waze shared second-party data to provide a seamless experience to their audiences. Source: <a href=\"https:\/\/www.data-axle.com\/resources\/blog\/second-party-data-the-complete-primer\/\" target=\"_blank\" rel=\"noopener\">Data Axle<\/a>.<\/em>[\/caption]\r\n\r\n<p>However, <a href=\"https:\/\/www.data-axle.com\/resources\/blog\/second-party-data-the-complete-primer\/\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019 and Waze partnered<\/a> and exchanged customer information to provide a one-of-a-kind user experience, showing those users on Waze where the nearest Dunkin\u2019 location is and even allowing them to order ahead through the Waze app. A match made in heaven.<\/p>\r\n<h3>How to Pick the Right Partner<\/h3>\r\n<p>There are obvious benefits to partnering with a brand\u2014access to more customer data, new channels to reach audiences, etc.\u2014but it requires more than just putting brands you like into a hat and picking a partner. It\u2019s important to consider the \u201cwho,\u201d \u201cwhat,\u201d \u201cwhy,\u201d and \u201chow\u201d when it comes to establishing a partnership.<\/p>\r\n<h4>Who Are You Trying to Reach?<\/h4>\r\n<p>Partnering with another brand hinges on having similar audiences. Trying to cast a wide net to appeal to a huge combined, dissimilar audience will come across as inauthentic. Combining two totally different audiences doesn\u2019t mean you\u2019ll capture more attention. In fact, you\u2019ll likely end up alienating the majority.<\/p>\r\n<p>Take <a href=\"https:\/\/www.apple.com\/\">Apple<\/a> and <a href=\"https:\/\/www.u2.com\/\" target=\"_blank\" rel=\"noopener\">U2<\/a> for example. The duo started off okay with their famous 2004 <a href=\"https:\/\/www.youtube.com\/watch?v=B9b5WlqOAIA\" target=\"_blank\" rel=\"noopener\">\u201cVertigo\u201d commercial<\/a>, but then tanked in 2014 when they provided the entire Apple audience with a free U2 album, automatically downloaded on their devices. Yes, people who like music may like U2, but not everyone who likes music likes them or wants their entire album. People felt <a href=\"https:\/\/africafeeds.com\/2019\/10\/14\/avoiding-mistakes-top-corporations-that-failed-in-partnership\/\" target=\"_blank\" rel=\"noopener\">the free \u201cgift\u201d was an intrusion<\/a> and the antithesis of personalization. It\u2019s the equivalent of sending a batch-and-blast email to everyone, without any segmentation. This partnership put the \u201cno\u201d in \u201cBono.\u201d<\/p>\r\n<h4>What Are You Aiming to Learn?<\/h4>\r\n<p>Next, you have to think about what information the brand partnership will provide. You\u2019re looking for more audience data, but what kind of data? <a href=\"https:\/\/powerdigitalmarketing.com\/blog\/what-is-second-party-data\/#gref\" target=\"_blank\" rel=\"noopener\">Power Digital Marketing<\/a> says, \u201csecond-party data is like a networking event filled with all of the right people. By attending this party, you can mingle with everyone you\u2019ve been dying to connect with and accelerate your business growth as a result.\u201d<\/p>\r\n<p><a href=\"https:\/\/www.potterybarn.com\/\" target=\"_blank\" rel=\"noopener\">Pottery Barn<\/a> and <a href=\"https:\/\/www.sherwin-williams.com\/\" target=\"_blank\" rel=\"noopener\">Sherwin-Williams<\/a> developed a <a href=\"http:\/\/hfbusiness.com\/hfbnow\/articleid\/96\/pottery-barn-sherwin-williams-paint-partnership\" target=\"_blank\" rel=\"noopener\">highly successful partnership<\/a> because the data they each were looking for could be provided by the other. Pottery Barn, a home furnishing brand, and Sherwin-Williams, a paint brand, go hand-in-hand. Customers who are looking to re-do a room will likely be looking for new furniture and new paint, so why not share that information. By creating Sherwin-Williams palettes that pair with Pottery Barn furniture, the two brands were able to tap into customer preferences and needs.<\/p>\r\n<h4>Why Do You Want the Data and How Will You Use It?<\/h4>\r\n<p>Getting the data is one thing, using it is another. Both your brand and your partner brand have to plan how the shared data will be used to benefit each of you. Taking advantage of each brands\u2019 strengths can not only provide the individual brands with vital information that can be implemented in each brands\u2019 marketing strategies, but it can also actually lead to new product development. According to <a href=\"https:\/\/visualobjects.com\/digital-marketing\/blog\/cobranding\" target=\"_blank\" rel=\"noopener\">Visual Objects<\/a>, \u201cMost consumers (71%) enjoy it when companies offer co-branded products, which encourages businesses to give partnerships a try.\u201d<\/p>\r\n<p><a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a> and <a href=\"https:\/\/www.tiktok.com\/en\/\" target=\"_blank\" rel=\"noopener\">TikTok<\/a> is an example of a successful partnership that resulted in a product that plays to each brands\u2019 strengths: \u201c<a href=\"https:\/\/postmates.com\/blog\/postmates-and-tiktok-launch-tiktok-treats\/\" target=\"_blank\" rel=\"noopener\">TikTok Treats<\/a>.\u201d Postmates, a food delivery company, wanted to take advantage of the food videos TikTok\u2019s audience deemed viral and bring them into reality. TikTok, a social media app, doesn\u2019t have a physical channel, but through Postmates was able to go beyond the screen and connect with their audiences IRL.<\/p>\r\n<h3>Second-Party Data as a New Personalization Tool<\/h3>\r\n<p>Brand partnerships can be highly beneficial. Now, we\u2019re not saying go knock on your direct competitors\u2019 doors in the hopes they\u2019ll share customer data\u2014that\u2019s not gonna work. But, you can think strategically about brands that pair well with your mission or brands that have similar audiences to create curated experiences. At the end of the day, a personalized experience is what customers are really looking for from their brand relationships.<\/p>\r\n<p><em>To learn more about creating a personalized customer experience, download <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">Personalization for Dummies<\/a>.<\/em><\/p>","post_title":"Understanding Brand Partnerships and Second-Party Data","post_excerpt":"While there are upsides to creating partnerships, what\u2019s curious is the sudden uptick in the desire for second-party data. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"understanding-brand-partnerships-and-second-party-data","to_ping":"","pinged":"","post_modified":"2022-03-31 11:29:49","post_modified_gmt":"2022-03-31 18:29:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99682","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 31, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Second-Party Data and Brand Partnerships\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/understanding-brand-partnerships-and-second-party-data\/"},{"ID":99625,"post_author":"71","post_date":"2022-03-30 10:47:19","post_date_gmt":"2022-03-30 17:47:19","post_content":"<p>Frictionless experiences are key to acquiring and retaining customers today, and ease of creating them for marketers is paramount. Whether it\u2019s your website, SMS, or email\u2014all of your marketing messages must be consistent and joyful to achieve meaningful business outcomes.<\/p>\r\n<p>And that\u2019s why we\u2019re so excited to invite you to our Spring release product showcase, where we\u2019ll cover the latest Iterable capabilities designed to help you create and harmonize cross-channel experiences.<\/p>\r\n<p><strong>Join us on May 4 and come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>An overview of the latest product capabilities and partnerships to help you easily create harmonized experiences.<\/li>\r\n\t<li>Demonstrations of key new capabilities within Iterable.<\/li>\r\n\t<li>The opportunity to have all of your burning questions answered by the Iterable Product team.<\/li>\r\n<\/ul>","post_title":"Drive Outcomes with Harmonized Cross-Channel Experiences","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"spring-22-product-release","to_ping":"","pinged":"","post_modified":"2022-05-04 11:24:34","post_modified_gmt":"2022-05-04 18:24:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=99625","menu_order":5,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 30, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/spring-22-product-release\/"},{"ID":99640,"post_author":"79","post_date":"2022-03-30 09:22:50","post_date_gmt":"2022-03-30 16:22:50","post_content":"<p>We\u2019re proud to share that Iterable was recognized as one of the <a href=\"https:\/\/www.inc.com\/regionals\/pacific\" target=\"_blank\" rel=\"noopener\">fastest growing companies<\/a> by Inc, ranking No. 66 on its third annual Inc. 5000 Regionals: Pacific list\u2014the most prestigious ranking of the fastest-growing private companies based in Alaska, Hawaii, California, Oregon, and Washington. This Inc. Regionals list provides a unique look at the most successful private companies\u2014within the Pacific region\u2014generating sustainable growth and jobs.<\/p>\r\n<p>\u201cThis year\u2019s Inc. 5000 Regional winners represent one of the most exceptional and exciting lists of America\u2019s off-the-charts growth companies. They\u2019re disruptors and job creators, and all delivered an outsize impact on the economy. Remember their names and follow their lead. These are the companies you\u2019ll be hearing about for years to come,\u201d says Scott Omelianuk,<br \/>\r\nEditor-in-chief of Inc.<\/p>\r\n<p>The 150 companies accompanying Iterable on the list show a remarkable rate of growth across all industries in the Pacific. Between 2018 and 2020, these organizations had an average growth rate of 195% percent and, in 2020 alone, they added 10,252 jobs and $5.1 billion to the Pacific region\u2019s economy.<\/p>\r\n<h3>Growth for Good<\/h3>\r\n<p>As an Inc. Regional honoree, Iterable shares a pedigree with brands like Under Armour, Microsoft, Jamba Juice, Timberland, Patagonia, and Oracle. We\u2019re proud to be recognized alongside organizations that value purpose as much as they do profitability, and, like Iterable, are committed to leveraging their growth for good.<\/p>\r\n<p>\u201cAt Iterable, we\u2019re inspired by companies, like Patagonia and Airbnb, who consider the \u201cbig picture.\u201d Big picture thinking allows us to make smarter, scalable, and more responsible decisions, and consider people, places, and priorities beyond ourselves. What we found early on is that when we do the right things for our people\u2014our customers, our communities, and our employees\u2014it winds up being good for business,\u201d shares Andrew Boni, CEO and co-founder of Iterable. \u201cOur commitment to care has a significant impact on our team, resulting in better collaboration, innovation, and execution. Inc.\u2019s recognition of Iterable is a sign that what we are doing\u2014working with our \u201cbig picture\u201d mentality\u2014is working. We are here for good, to do good. And that feels great.\u201d<\/p>\r\n<h3>March Momentum<\/h3>\r\n<p>March has been a big month for Iterable. Over the past month, we:<\/p>\r\n<ul>\r\n\t<li>Celebrated Iterable\u2019s 9th Birthday<\/li>\r\n\t<li>Were recognized by Forbes as one of <a href=\"https:\/\/www.forbes.com\/lists\/americas-best-startup-employers\/?sh=2f3253342ad7\" target=\"_blank\" rel=\"noopener\">America\u2019s Best Startup Employers<\/a><\/li>\r\n\t<li>Were named a <a href=\"https:\/\/iterable.com\/blog\/forrester-wave-q1-2022\/\" target=\"_blank\" rel=\"noopener\">Strong Performer<\/a> by The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/li>\r\n\t<li>Were <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report\/\" target=\"_blank\" rel=\"noopener\">named a Marketing Automation Leader<\/a> in Spring 2022 G2 Grid\u00ae Report<\/li>\r\n\t<li>Hosted our Inaugural Women\u2019s Empowerment Conference<\/li>\r\n\t<li>Kicked off our global growth (starting in <a href=\"https:\/\/iterable.com\/company\/job\/?gh_jid=3898252\" target=\"_blank\" rel=\"noopener\">Australia\/New Zealand<\/a> and <a href=\"https:\/\/iterable.com\/company\/job\/?gh_jid=4077498\" target=\"_blank\" rel=\"noopener\">Latin America<\/a>!<\/li>\r\n<\/ul>\r\n<p>These accolades, achievements, and milestones are each significant in their own right. But looking collectively, they showcase something much greater: our commitment to delivering on our promise of excellence to our customers and employees.<\/p>\r\n<p>In nine years time, it won\u2019t matter who was the \u201cfastest growing company\u201d in 2022. But it will matter who invested in the infrastructure necessary to sustain that success.<\/p>\r\n<p>We\u2019re gaining momentum every day. And we are excited for what\u2019s to come.<\/p>\r\n<p><em>Ready to kick-off your growth journey? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Set up a demo<\/a> with our team today!<\/em><\/p>","post_title":"Inc. Names Iterable One of America\u2019s Fastest Growing Companies","post_excerpt":"Iterable was recognized as one of the fastest growing companies by Inc, ranking No. 66 on its third annual Inc. 5000 Regionals: Pacific list.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"inc-names-iterable-one-of-americas-fastest-growing-companies","to_ping":"","pinged":"","post_modified":"2022-03-30 09:22:50","post_modified_gmt":"2022-03-30 16:22:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99640","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Inc 5000 Regionals\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/inc-names-iterable-one-of-americas-fastest-growing-companies\/"},{"ID":99604,"post_author":"79","post_date":"2022-03-29 09:25:36","post_date_gmt":"2022-03-29 16:25:36","post_content":"<p>We always talk about creating personalized, seamless customer experience across marketing channels. There shouldn\u2019t be any kinks in the user\u2019s journey\u2014customers should be able to pick up exactly where they left off, regardless of how, where, and when they interact with your brand.\u00a0<\/p>\r\n<p>This concept of building a seamless connection has been translated into the automotive industry. Cars are getting a lot smarter these days and behind that intelligence there\u2019s technology. Various technologies can recognize the driver, self-park the car, predict maintenance, etc. and with them comes a host of new data possibilities.<\/p>\r\n<p>Now, think of these different technologies as marketing channels and the car owner as the customer. The automotive Internet of Things (IoT) refers to the <a href=\"https:\/\/www.aimprosoft.com\/blog\/automotive-iot-use-cases-for-cars-vehicles\/\" target=\"_blank\" rel=\"noopener\">connection across all of these various technologies<\/a> to create a unique experience for the car owner. Novel automotive IoT connectivity speaks to the broader demand for individualized experiences\u2014wherever and whenever available\u2014and how one industry is doing things a bit differently.<\/p>\r\n<h3>Why Individualized Experiences Matter<\/h3>\r\n<p>Today, partially as a result of a pandemic-induced <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, customers are accustomed to hyper-personalized marketing tactics. In the latest iteration of <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">personalized marketing<\/a>, customers are starting to assign high value to one-on-one interactions with brands.\u00a0<\/p>\r\n<p>As <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> said, \u201cIn the best personalized experiences, retailers make the customer part of the dialogue and leverage data to create one-to-one personalization. Customers receive offers that are targeted not just at customers like them, with brands targeting at the segment level with broad-based offers, but at them as individuals, with products, offers, and communications that are uniquely relevant to them.\u201d<\/p>\r\n<p>It only takes one brand implementing an individualized approach to create a snowball effect on customer expectations. These new expectations have extended into the automotive industry. From self-driving cars to memorized seat positioning based on the driver, driving a car has become a hyper-individualized experience.<\/p>\r\n<h3>Automotive IoT as a Continuation of Individualization<\/h3>\r\n<p>Before we explore specifically how automotive IoT is an expansion of individualization, let\u2019s break down what the \u201c<a href=\"https:\/\/internetofthingsagenda.techtarget.com\/definition\/Internet-of-Things-IoT\" target=\"_blank\" rel=\"noopener\">Internet of Things<\/a>,\u201d in general, really means. In short, it\u2019s taking things and adding capabilities of the internet\u2014digitizing an experience that perhaps was previously only physical. This gives \u201cthings\u201d a cross-channel capability they may not have had before.\u00a0<\/p>\r\n<p>They can now connect with each other or their environments via networks to create a constant stream of communication and feedback, customizing the experience for each end-user. For the automotive industry, in particular, this opens the door to a whole new realm of individualization.<\/p>\r\n<h4>Connecting With Each Other<\/h4>\r\n<p>A vehicle, as a whole, can be considered a \u201cthing,\u201d so having the vehicle communicate and share information externally is one application of automotive IoT. There are <a href=\"https:\/\/www.biz4intellia.com\/blog\/iot-applications-in-automotive-industry\/\" target=\"_blank\" rel=\"noopener\">a number of ways for vehicles to communicate<\/a> using the Cellular Vehicle to Everything Network (CV2X). This includes Vehicle to Vehicle (V2V), Vehicle to Infrastructure (V2I), Vehicle to Pedestrians (V2P), and Vehicle to Network (V2N).\u00a0<\/p>\r\n<p>The common thread in all of these forms of communication is how they impact the drivers at the wheel. In V2V communication, the exchange of information between vehicles can help both drivers understand their unique surroundings to provide a safer path to their final destination. When a vehicle communicates, it collects information to understand what the world looks like for the person behind the wheel. Vehicle communication individualizes the driving experience based on an exchange of data.<\/p>\r\n<h4>Connecting With the Environment<\/h4>\r\n<p>In addition to a data exchange, vehicles have the ability to take in information from their surroundings to alter the user experience without relaying any information in return. One example of vehicles connecting with the environment is semi-autonomous vehicles.\u00a0<\/p>\r\n<p>Vehicles can interpret the information they have access to. Think about a car that can parallel park for the driver. The vehicle can use user- and context-specific information\u2014what is surrounding their car\u2014and turn that data into action to create a custom experience for the driver. Then through V2I communication, the environment can also collect information about the vehicle, and <a href=\"https:\/\/ops-com.com\/blog\/iot-for-efficient-parking-management-a-step-towards-smart-cities\/\" target=\"_blank\" rel=\"noopener\">share that information accordingly<\/a> to provide more information to the end user.<\/p>\r\n<h3>A Cross-Channel Experience to Supplement Automotive IoT<\/h3>\r\n<p>All we want, as consumers, is reduced friction and ease-of-use in our day-to-day experiences\u2014and the automotive experience is no different. To supplement an interconnected driving experience, however, automotive brands need to extend this connected experience into their marketing techniques.\u00a0<\/p>\r\n<p>Below are three recommendations for elevating the automotive industry\u2019s cross-channel marketing experience.<\/p>\r\n<ul>\r\n\t<li>Make sure mobile is part of the mix. Consumers are spending more time using their smartphones for research and browsing. In fact, \u201c\u200b\u200b51% of car users search for their favorite models, locate dealers, compare prices, and read reviews <a href=\"https:\/\/linchpinseo.com\/automotive-digital-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">via their mobile devices<\/a>.\u201d The mobile experience doesn\u2019t have to end when they buy the car though. Maybe the user\u2019s car needs servicing? Using the data from the vehicle, your marketing team can identify this and send a push notification or in-app message reminding the user to make an appointment at the dealership.<\/li>\r\n\t<li>Collect and use <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/12\/28\/how-marketers-can-use-zero-party-data-to-improve-the-customer-experience\/?sh=68658dfe4c8d\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>. That is, get information about the customer directly from them. We say collect and use because collecting is only half the battle. Customers want to know the data you have is being used to their benefit\u2014to create a better experience. \u201c<a href=\"https:\/\/www.prnewswire.com\/news-releases\/consumers-are-willing-to-share-personal-data-in-exchange-for-better-customer-experience-broadridge-study-finds-301005425.html\" target=\"_blank\" rel=\"noopener\">Nearly half of consumers in North America (45%) would be willing to share their data<\/a> if it meant that it would enhance their customer experience.\u201d If customers share their location, for example, your brand can get access to common routes and provide information to supplement the driver\u2019s experience.<\/li>\r\n\t<li>Keep it simple. One of the keys to a seamless experience is ease of use. Customers need to glide through their experience and intuitively understand the next step in the process. \u201cSimplified processes and improved experience are projected to <a href=\"https:\/\/linchpinseo.com\/automotive-digital-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">increase car sales by a whopping 25%<\/a>.\u201d Here, brand consistency is key. Make sure the experience in the car, on your website, and in your app all look similar.\u00a0<\/li>\r\n<\/ul>\r\n<p>Customers prefer a personalized marketing experience and they also prefer a connected automotive experience. According to <a href=\"https:\/\/www.mckinsey.com\/industries\/automotive-and-assembly\/our-insights\/unlocking-the-full-life-cycle-value-from-connected-car-data\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> \u201cConsumers see tremendous value in connectivity, with McKinsey\u2019s 2020 consumer survey on autonomous driving, connectivity, electrification, and shared mobility (ACES) demonstrating that 37 percent of respondents would switch car brands to achieve improvements in this area.\u201d\u00a0<\/p>\r\n<p>It\u2019s clear that a cross-channel experience is becoming a part of life, no longer applicable to just marketing. Every day people are interacting with a unique combination of different channels, devices, and \u201cthings.\u201d Your brand has to think about how to connect all of these touchpoints\u2014beyond the marketing funnel\u2014to develop an individualized experience.\u00a0<\/p>\r\n<p><em>Want more info? Check out our one-pager about <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Auto_1Pager-4.pdf\" target=\"_blank\" rel=\"noopener\">What\u2019s Driving the Automotive Industry<\/a>.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Individualized Customer Experiences With Automotive IoT","post_excerpt":"Novel automotive IoT speaks to the broader demand for individualized experiences and how one industry is doing things a bit differently.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"individualized-customer-experiences-with-automotive-iot","to_ping":"","pinged":"","post_modified":"2022-03-29 11:41:12","post_modified_gmt":"2022-03-29 18:41:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99604","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Automotive IOT\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/individualized-customer-experiences-with-automotive-iot\/"},{"ID":99354,"post_author":"79","post_date":"2022-03-23 09:34:42","post_date_gmt":"2022-03-23 16:34:42","post_content":"<p>G2 has named Iterable a Leader in Marketing Automation. The Leader ranking means Iterable falls in the top right-hand quadrant on G2\u2019s Enterprise Grid\u00ae for Marketing Automation Software, which compares Satisfaction and Market Presence. Iterable\u2019s score was based on high levels of customer satisfaction and overwhelmingly positive reviews from real marketers on the world\u2019s leading business solutions review website, <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener\">G2<\/a>.<\/p>\r\n<h3>Iterable\u2019s G2 Product Profile<\/h3>\r\n<p>According to the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/\" target=\"_blank\" rel=\"noopener\">Spring 2022 G2 Grid\u00ae Report for Marketing Automation<\/a>, Iterable has been named a Leader based on high Satisfaction ratings and a continually-growing Market Presence.<\/p>\r\n<p>What does this mean? 94% of all Iterable users rated Iterable 4 stars or higher (out of 5). And 90% of users think Iterable is headed in the right direction.<\/p>\r\n<p>Digging a bit deeper into the report, Iterable also met or outranked the industry averages in three crucial marketing platform capabilities:<\/p>\r\n<ul>\r\n\t<li>Breadth of partner applications (6% above average)<\/li>\r\n\t<li>Building and personalizing emails (3% above average)<\/li>\r\n\t<li>Sending outbound emails (aligned with average)<\/li>\r\n<\/ul>\r\n<p>Yes, features and functionality are important elements of tools within your martech stack, but G2 user ratings reflect that marketers choose Iterable over legacy platforms when it comes to our qualitative values:<\/p>\r\n<ul>\r\n\t<li>Ease of use (2% above average)<\/li>\r\n\t<li>Quality of support (1% above average)<\/li>\r\n\t<li>Ease of doing business with (1% above average)<\/li>\r\n<\/ul>\r\n<h3>What Our Customers Are Saying About the Iterable Platform<\/h3>\r\n<p>With over 1.1 million reviews, G2 represents the real voices of actual software users with first-hand product experiences.<\/p>\r\n<blockquote>\r\n<p><em>\u201cI like that it's possible to send push notifications and emails with Iterable!\u201d<\/em><\/p>\r\n<p><em>-Iryna K., Senior Mobile\/Web Developer<\/em><\/p>\r\n<p><em>\u201cWorkflow functionality is great, there are many different ways to trigger a workflow and update user profile data with a few clicks. I like their segmentation tool as well, there are many options to segment and you can see how many users are in the audience and get a detailed list of each. And customer support is pretty good too, they usually answer very quickly with a comprehensive solution.\u201d<\/em><\/p>\r\n<p><em>- User in Commercial Real Estate<\/em><\/p>\r\n<p><em>\u201cI prefer Iterable because it plays great with dev teams. From a robust API integration to intuitive segmentation and workflow design, I know it's going to play nice with my back-end database. The really powerful parts of Iterable come with their Data Feed and Catalog features. These features allow you to access custom object information in your marketing campaigns and even filter logic based on some fields.\u201d<\/em><\/p>\r\n<p><em>- Jon U., CRM Consultant<\/em><\/p>\r\n<p><em>\u201cDon't wait. Move to Iterable and scale your email program with a professional, top-notch, easy-to-use platform supported by a knowledgeable, professional, helpful, and kind team behind it.\u201d<\/em><\/p>\r\n<p><em>- James J., Email Marketing Operations Manager<\/em><\/p>\r\n<p><em>\u201cOver a year ago, we replaced SailThru with Iterable and couldn't be happier with that decision. Aside from the vast improvement in personalization and automation, one of my favorite features is the ease of integration with other 3rd party platforms through API calls or web hooks. This has allowed us to reach disengaged or unsubscribed email users across social media and direct mail.\u201d<\/em><\/p>\r\n<p><em>- Administrator in Food &amp; Beverages<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\n<p>G2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<p>\u201cThese tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or prospects.\u201d<\/p>\r\n<p>To qualify for inclusion in the <strong>Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Allow dynamic segmentation of marketing campaign targets<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Perform lead management to include lead nurturing and lead scoring<\/li>\r\n\t<li>Generate forms and landing pages to collect prospect information<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company\u2019s <strong>Satisfaction<\/strong> rating:<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with end user-focused product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews received by G2<\/li>\r\n\t<li>Quality of reviews received (reviews that are more thoroughly completed will be weighted more heavily)<\/li>\r\n\t<li>Age of reviews (more-recent reviews provide relevant and up-to-date information that is reflective of the current state of a product)<\/li>\r\n\t<li>Customers' satisfaction with administration-specific product attributes based on user reviews<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<p>Also, these following metrics affect a company\u2019s <strong>Market Presence<\/strong> rating:<\/p>\r\n<p>Market presence is a combination of 15 metrics from G2\u2019s reviews, publicly available information, and third-party sources<\/p>\r\n<ul>\r\n\t<li>Both the software sellers and the individual products are measured on various criteria. The criteria are listed in order of importance. Products metric receive greater weight than seller metrics<\/li>\r\n<\/ul>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 216px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; text-align: center; height: 24px;\"><strong>Criteria<\/strong><\/td>\r\n<td style=\"width: 50%; text-align: center; height: 24px;\" colspan=\"2\"><strong>Measured For<\/strong><\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\"><strong>Metrics<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\">Product<\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\">Seller<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Number of Employees<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Employee count (based on social networks and public sources)<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Reviews<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">\u00a0<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Review count (weighted by recency)<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Web Presence<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Social Presence<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Growth<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Employee Growth, Web Presence Growth<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Seller Age<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Employee Satisfaction &amp; Engagement<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<ul>\r\n\t<li>Each input is normalized by category and segment. This means that scores are relative to other products in the category\/segment and may change from segment to segment<\/li>\r\n\t<li>The scores are then scaled from 0-100<\/li>\r\n<\/ul>\r\n<p>Big thank you to our customers for their partnership in maintaining Iterable as one of the best Marketing Automation solutions in the market.<\/p>\r\n<p>You can download the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/\" target=\"_blank\" rel=\"noopener\">Spring 2022 G2 Grid\u00ae Report for Marketing Automation<\/a> for all the insights, as well as an understanding of how Iterable compares to other platforms.<\/p>\r\n<p><em>See how our platform stacks up in <a href=\"https:\/\/iterable.com\/forrester-email-wave\/\" target=\"_blank\" rel=\"noopener\">The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/a> and, if you\u2019d like to learn even more, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Iterable Named a Marketing Automation Leader in Spring 2022 G2 Grid\u00ae Report","post_excerpt":"In the Spring 2022 G2 Grid\u00ae Report for Marketing Automation, Iterable has been named a Leader based on Satisfaction and Market Presence.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report","to_ping":"","pinged":"","post_modified":"2022-03-23 09:35:06","post_modified_gmt":"2022-03-23 16:35:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99354","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Spring 2022 G2 Grid\u00ae\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report\/"},{"ID":99367,"post_author":"71","post_date":"2022-03-22 13:49:59","post_date_gmt":"2022-03-22 20:49:59","post_content":"<p>According to the Spring 2022 G2 Grid\u00ae Report for Marketing Automation, Iterable has been named a Leader based on high Satisfaction ratings and a continually-growing Market Presence.<\/p>\r\n<p>The G2 Grid\u00ae Report provides an assessment of the top marketing automation technologies available, rated by real users, and shows how Iterable and other select providers compare.<\/p>\r\n<p><strong>Download the full report to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read what over 190 real, verified Iterable users say about our partnership and solution<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use, ease of setup and quality of support<\/li>\r\n\t<li>Understand how product features compare across email marketing, campaign management, and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Spring 2022","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-a-g2-marketing-automation-leader-for-spring-2022","to_ping":"","pinged":"","post_modified":"2022-03-22 13:55:26","post_modified_gmt":"2022-03-22 20:55:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99367","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/"},{"ID":99336,"post_author":"79","post_date":"2022-03-22 12:17:04","post_date_gmt":"2022-03-22 19:17:04","post_content":"<p>Marketing is no longer a one-way street. Shouting prices through a TV screen or plastering ads on every billboard in town can\u2019t be the only way your brand attempts to improve customer engagement. Today, to develop the most mutually beneficial marketing strategies, brands have to talk with customers, not at them.<\/p>\r\n<p>Customer engagement sits at the core of most marketing strategies. Moving customers through the funnel to purchase and become loyal brand advocates requires connecting with customers in a way that continuously brings them back into the fold.<\/p>\r\n<p>But, attention spans are shrinking. According to <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2019\/08\/31\/the-number-one-thing-marketers-need-to-know-to-increase-online-sales\/?sh=147ee0c67fed\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, in 2000, the average attention span was a whopping 12 seconds and, when last measured in 2018, has fallen to eight seconds. Eight. You only have a handful of seconds to get customers interested.<\/p>\r\n<p>Shrinking attention spans aren\u2019t meant to scare you, they\u2019re meant to inspire you. Brands are being forced to think differently about customer engagement. The four principles below will help you capture a chunk of those eight seconds.<\/p>\r\n<h3>1. Make It Easy<\/h3>\r\n<p>With all of the brands and all of the various marketing channels those brands can use to communicate, customers are constantly being pulled in multiple directions. Everyone is fighting for those eight seconds. To separate yourself from the pack, you have to provide the path of least resistance.<\/p>\r\n<p>Clear CTAs, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-deep-linking\/\" target=\"_blank\" rel=\"noopener\">deep links<\/a>, and <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/beginners-guide-to-cross-channel-marketing\" target=\"_blank\" rel=\"noopener\">cross-channel<\/a> user recognition are all examples of simplifying the customer experience. If a customer opens an email featuring a sale your brand is having, for example, but isn\u2019t sure where to click to get to the sale\u2014or clicks the only featured CTA but it doesn\u2019t lead to the sale\u2014they\u2019re going to bounce. Another brand is sure to provide an easier experience, so why would customers bother with a confusing one?<\/p>\r\n<p>Who does it well? Alcohol delivery platform, <a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>. Drizly is known for their clever subject lines and push notifications, but they know that copy isn\u2019t always enough to prompt customer engagement. Drizly highlights certain products (like <a href=\"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/\" target=\"_blank\" rel=\"noopener\">women-owned brands<\/a>, for example) in their push notifications and then, once clicked, the notification leads users to the page featuring the items mentioned. In the below example, Drizly mentions a gimlet recipe and then the push notification takes the user to a web browser and redirects them to said recipe.<\/p>\r\n\r\n[caption id=\"attachment_99345\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-99345\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_Drizly.png\" alt=\"\" width=\"600\" height=\"946\" \/> <em>Drizly provides a deep link in the push notification, leading users directly to related content.<\/em>[\/caption]\r\n\r\n<h3>2. Make It Worthwhile<\/h3>\r\n<p>To improve customer engagement, the customer has to get value out of their interaction with your brand. The last thing you want is for a customer to receive your marketing message and think, \u201cwho cares?\u201d It may seem like an impossible undertaking to make every marketing message appeal to every unique customer, since wants and needs are different for each person, but with marketing personalization, it\u2019s not.<\/p>\r\n<blockquote>\r\n<p><strong>READ MORE: Curious about personalization? Check <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">this<\/a> out.<\/strong><\/p>\r\n<\/blockquote>\r\n<p>Personalized marketing inherently adds value for each customer. For customers, when the messaging is designed specifically for them, there\u2019s no more sifting through offers and ignoring push notifications. With dynamic content fields that link to user IDs, marketing technology can automate messaging based on customers\u2019 past behaviors. This customizable content increases the likelihood of customer engagement. In fact, according to <a href=\"https:\/\/c.smarterhq.com\/resources\/Privacy-Personalization-Report.pdf?mtime=20200616175059&amp;focal=none\" target=\"_blank\" rel=\"noopener\">a report from SmarterHQ<\/a>, \u201c72% of customers say they now only engage with marketing messages tailored to their interests.\u201d<\/p>\r\n<h3>3. Make It Fun<\/h3>\r\n<p>Fun doesn\u2019t necessarily mean your brand tosses digital confetti every time a customer interacts with you. To us, fun is synonymous with <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification<\/a>. Your brand needs to have some level of interactivity that the customer wants to explore.<\/p>\r\n<p>Think about a loyalty program. That\u2019s a perfect example of gamification. Customers have to participate to earn points to reach a certain level. Then, once the level is reached, there is some kind of reward gifted to the customer. There\u2019s an element of achievement and accomplishment added into the customer experience. It draws customers in and it\u2019s wholly based on their own experience. In a report from <a href=\"https:\/\/www.digitalmarketing-conference.com\/5-benefits-of-using-gamification-in-your-digital-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">Digital Marketing World Forum<\/a>, they point out that \u201c60% of consumers said they would be more likely to buy from a brand if they enjoyed playing a game with it.\u201d<\/p>\r\n<p>Who does it well? Starbucks. Making up between <a href=\"https:\/\/www.zdnet.com\/article\/starbucks-leverages-loyalty-program-digital-to-navigate-customers-new-normal\/\" target=\"_blank\" rel=\"noopener\">40 and 50% of Starbucks\u2019 total revenue<\/a>, the awards program not only promotes customer engagement, but it promotes purchases as well. Our friends at <a href=\"https:\/\/www.talon.one\/blog\/9-excellent-examples-gamification-retail\" target=\"_blank\" rel=\"noopener\">Talon.One<\/a> point out, \u201cThe Starbucks loyalty program certainly owes some of its success to clever use of gamification.\u201d Customers collect stars for certain orders and can then redeem those stars for certain rewards. Caffeine? More like Caffun.<\/p>\r\n<h3>4. Make It Real<\/h3>\r\n<p>Lastly, we can\u2019t forget about authenticity in marketing. Yes, the name of the game is getting customers to engage with your brand, but we want the interaction to be positive and a step in building a long-lasting relationship. Customers are no longer okay with an amorphous, faceless corporation doling out coupons and the flashiest new products. Customers want to know that there\u2019s a person, or people, on the other end of the promotional email you just sent.<\/p>\r\n<p>Customers want to know the brands they support are authentic in their missions. \u201cCustomers have a sense of self that comes from brands they support, so knowing they support brands that are genuine and authentic <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2019\/09\/13\/keeping-it-real-the-importance-of-having-an-authentic-social-media-presence\/?sh=4e2e0158110f\" target=\"_blank\" rel=\"noopener\">makes them feel good about their choices<\/a>.\u201d By staying consistent and true to your brand, you\u2019ll increase customer engagement.<\/p>\r\n<h3>Establish Customer Engagement as a Priority<\/h3>\r\n<p>If you put customers at the center of your marketing strategy, they\u2019ll notice. Think about how the customer can reach your brand. What channels are they using? Where is each marketing message taking them? Then, think about what customers are experiencing once they reach this next destination in their journey. Each individual customer has their own preferences and appealing to those unique preferences will set your brand apart.<\/p>\r\n<p>Once customers have reached their next step and received some level of personalization, think about what keeps them there. Gamify your experience to increase customer engagement and increase the likelihood they\u2019ll come back to interact with your brand again. Lastly, be true to your brand. Align your brand values with the messaging you send to customers. Customers are smart and can sniff out a phony miles away. Don\u2019t be that phony.<\/p>\r\n<p>When designing your next marketing campaign, do a little perspective taking. Think about the customer's entire journey with your brand and how you can increase customer engagement each step of the way.<\/p>\r\n<p><em>To learn more about how your brand can increase customer engagement across all of your marketing channels, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"4 Principles of Customer Engagement","post_excerpt":"Brands are forced to think differently about customer engagement. Capture a chunk of your customers' attention with these four principles.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-principles-of-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-03-22 12:17:04","post_modified_gmt":"2022-03-22 19:17:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99336","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Principles of Customer Engagement\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-principles-of-customer-engagement\/"},{"ID":98971,"post_author":"71","post_date":"2022-03-22 09:51:15","post_date_gmt":"2022-03-22 16:51:15","post_content":"<p>Marketing today is about building a connection between brand and consumer. Whether through a single moment or a string of moments making a full experience, brands today are tasked with providing a joyful, individualized experience for each and every consumer. This is no longer a nice-to-have; it\u2019s a requirement from today\u2019s consumer.<\/p>\r\n<p>But how do we adapt to changing consumer behaviors, navigate shifting compliance regulations, and help our teams balance life and work? How do brands address all of this at once, while making sure their experience brings joy to everyone involved.<\/p>\r\n<p>In this session, Iterable CMO Adriana Gil Miner shares what it takes for leading brands today to adapt and leverage the power of joy and emotion to redefine the future of customer engagement.<\/p>","post_title":"Why Joy is the Future of Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"why-joy-is-the-future-of-marketing","to_ping":"","pinged":"","post_modified":"2022-03-22 09:51:15","post_modified_gmt":"2022-03-22 16:51:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=98971","menu_order":7,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 22, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/why-joy-is-the-future-of-marketing\/"},{"ID":99200,"post_author":"79","post_date":"2022-03-17 08:48:04","post_date_gmt":"2022-03-17 15:48:04","post_content":"<p>We are thrilled to share that Iterable is positioned as a <a href=\"https:\/\/iterable.com\/forrester-email-wave\/\" target=\"_blank\" rel=\"noopener\">Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/a>.<\/p>\r\n<p>This is a testament to our ongoing dedication to innovate and improve in this space and to our customers like <a href=\"https:\/\/iterable.com\/customers\/zillow-4\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, <a href=\"https:\/\/iterable.com\/customers\/fender\/\" target=\"_blank\" rel=\"noopener\">Fender<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/calm-3\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, who are defining a new era of customer engagement with cutting edge use cases that drive growth.<\/p>\r\n<p>The acceleration to a digital-first economy has created hyper-connected consumers who have an abundance of options of brands to buy from. Marketers that want to win in this environment need to build seamless, personalized, and memorable cross-channel experiences that stand out to consumers.<\/p>\r\n<p>We know that many of you - marketers - are thinking how you can modernize your martech to deliver a differentiated and frictionless cross-channel experience to customers. And we\u2019re here to help.<\/p>\r\n<p>Here\u2019s our TL;DR take on The Forrester Wave\u2122.<\/p>\r\n<h3>Extraordinary Culture Paired with Exceptional Technology Built for Data<\/h3>\r\n<p>To meet the expectations of today\u2019s consumer, marketers need to assemble a tech stack that can scale with them, process large amounts of data instantly and enable decisioning based on a customer\u2019s actions in real-time. Legacy systems were not designed to ingest and activate the scale, velocity and volume of data accessible today. Iterable is different; born in the era of cloud computing, we were built using modern database technologies that sync all your data in real time, so you can effectively and effortlessly tailor communications that matter in real time. The difference is under our hood.<\/p>\r\n<p>Of course, while the tech is certainly critical, it\u2019s the people behind our product that truly propels us forward and powers the success of our customers. Our commitment to core values and collaboration enables an inclusive culture that fosters innovation and agility.<\/p>\r\n<p>From the Forrester report: \u201cIterable pairs exceptional capabilities\u2014such as a NoSQL data model, limitless data storage, and an automated segmentation module - with a company culture and take on email unlike those of any other vendor we reviewed.\u201d<\/p>\r\n<p>What does culture have to do with capacity, you might ask? Joyful teams = joyful customers.<\/p>\r\n<h3>Joyful Customers<\/h3>\r\n<p>At Iterable, we know that we succeed best when our customers succeed. That\u2019s why we\u2019re in the business of partnership. Our ultimate goal is to ensure our customers are getting the most out of our partnership, allowing them to spend more time focusing on building joyful experiences for their customers. \u201cReference customers are highly satisfied with Iterable\u2019s functionality, account management, and ease of use,\u201d shared the Forrester report.<\/p>\r\n<p>But don\u2019t take our word for it. Here\u2019s what our customers have said:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWith Iterable we have more speed to market and deeper relationships with customers. This speed has turned into more revenue.\" <\/em><\/p>\r\n<p><em>- Sterling Bailey, <a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a><\/em><\/p>\r\n<p><em>\u201cIterable is\u2014without a doubt\u2014the most powerful customer engagement platform in the market today. The Iterable solution allows Calm to systematically engage our millions of customers on an individualized level by leveraging our data at scale.\u201d <\/em><\/p>\r\n<p><em>- Sue Cho, <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a><\/em><\/p>\r\n<p><em>\u201cAs a core platform in our marketing stack, Iterable allows us to maximize engagement, retention and lifetime value. The unified customer profile allows us to centralize in-app messaging, push messaging, and email on one platform. With all of our data in one place, we can seamlessly engage with players across our digital and physical products.\u201d <\/em><\/p>\r\n<p><em>- Matt Anerino, <a href=\"https:\/\/www.fender.com\/en-US\/start\" target=\"_blank\" rel=\"noopener\">Fender<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<h3>Email is the Gateway to Cross-Channel Capabilities<\/h3>\r\n<p>In an era of rapid digital acceleration, it's tempting to turn to shiny new marketing channels and trends for relief. But\u2014take it from a company with a culture of care\u2014instant gratification never serves well in the long run. Instead, marketers would do well to bolster one of the most effective channels in their digital arsenal: email. Investing in and optimizing email will open the door for cohesive cross-channel capabilities, and lead to the creation of frictionless, personalized, and seamless customer experience that bring customers joy.<\/p>\r\n<p>From the Forrester report: \u201c[Iterable] works to create joy for its clients and their customers. And email provides a gateway to joy by extending a brand, originating more moments for interaction, and offering a canvas for customer insight collection and enrichment.\u201d<\/p>\r\n<p>Few marketers would disagree that our job description can be boiled down into a single line-item: make customers happy. Joyful experiences catalyze connection. The first step to driving customer joy is partnering with a company whose culture fosters the same feeling. The next step is designing seamless, connected, and personalized cross-channel experiences that delight your customers. Iterable is a provider of both.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=Brand%20Short&amp;utm_term=iterable&amp;utm_content=Brand_Broad&amp;gclid=Cj0KCQjwz7uRBhDRARIsAFqjulmH6AZGg0Jtswx3wRgBpwQZEP31HuHwPpLA5u7Ywu7L5dvzlfCYff0aAms1EALw_wcB\" target=\"_blank\" rel=\"noopener\">Schedule a call<\/a> with our team to find out how you can create customer joy.<\/em><\/p>","post_title":"Iterable Named a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022","post_excerpt":"We are thrilled Iterable is positioned as a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"forrester-wave-q1-2022","to_ping":"","pinged":"","post_modified":"2022-03-17 08:48:04","post_modified_gmt":"2022-03-17 15:48:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99200","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Forrester Wave\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/forrester-wave-q1-2022\/"},{"ID":99047,"post_author":"71","post_date":"2022-03-16 13:16:21","post_date_gmt":"2022-03-16 20:16:21","post_content":"<p>We are proud that Iterable is positioned as a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022.\u00a0<\/p>\r\n<p>From the Forrester report, \u201c[Iterable] works to create joy for its clients and their customers. And email provides a gateway to joy by extending a brand, originating more moments for interaction, and offering a canvas for customer insight collection and enrichment.\u201d<\/p>\r\n<p><strong>Check out the complimentary full report to explore:<\/strong><\/p>\r\n<ul>\r\n\t<li>The analysis behind Iterable\u2019s positioning as a Strong Performer<\/li>\r\n\t<li>Iterable\u2019s exceptional capabilities and unique company culture<\/li>\r\n\t<li>How Iterable works to create joy for its clients and their customers<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>\r\n<p><img class=\"alignnone size-medium wp-image-99232\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/LP4_Forrester_Email_Wave_Announcement.png\" alt=\"\" width=\"100%\" height=\"100%\" \/><\/p>","post_title":"Iterable Named a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"forrester-email-wave-q1-2022","to_ping":"","pinged":"","post_modified":"2022-04-18 14:44:07","post_modified_gmt":"2022-04-18 21:44:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99047","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 16, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/forrester-email-wave-q1-2022\/"},{"ID":99099,"post_author":"79","post_date":"2022-03-16 10:36:00","post_date_gmt":"2022-03-16 17:36:00","post_content":"<p>SMS messaging, a.k.a. \u201c<a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">texting<\/a>,\u201d has evolved into a highly personal method of communication. Forget marketing for a second\u2014think about how you use texting day-to-day. It\u2019s a fast, simple way to contact friends and family and stay connected without dedicating time to a phone call. Not only that, you already have your phone with you at all times, so it doesn't require any additional equipment or effort. It\u2019s instant messaging on-the-go.<\/p>\r\n<p>The personal and instantaneous nature of SMS messaging is nothing short of a dream for marketers. We now have a channel to connect with customers wherever they are\u2014home, out shopping, on vacation, etc. Plus, because \u201c<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">5 billion people<\/a> globally send and receive SMS messages,\u201d it\u2019s almost a guarantee that your subscribers will see\u2014and open\u2014the messages you\u2019re sending. In fact, marketing SMS open rates are <a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">as high as 98%<\/a>.<\/p>\r\n<p>But, adapting this channel for marketing requires finding the sweet spot that results in being helpful rather than annoying or off-putting. We\u2019ve all received those spam texts with links to weight loss supplements or free headphones\u2014yuck. But clearly there\u2019s a reason why customers are opening brands\u2019 SMS messages. This begs the questions: why are personalized SMS messages so effective as part of a marketing strategy?<\/p>\r\n<h3>Create Timely and To-The-Point Content<\/h3>\r\n<p>One of the most appealing aspects of SMS messaging is the message length. Texts are easy-to-digest, dont require scrolling, and often provide a direct link to whatever is being promoted. Plus, because texts get to the point\u2014and fast\u2014they\u2019re often used for more urgent or timely situations. This is where your brand can get creative with personalization.<\/p>\r\n<p>When crafting a personalized SMS message for your audience, keep your brand tone and voice, but skip the fluffiness. Texts are meant to disseminate information quickly in a way that helps the end user. <a href=\"https:\/\/www.united.com\/en\/us\" target=\"_blank\" rel=\"noopener\">United Airlines<\/a>, for example, sends personalized SMS messages that are directly related to the individual\u2019s trip.<\/p>\r\n\r\n[caption id=\"attachment_99106\" align=\"alignnone\" width=\"1576\"]<img class=\"size-full wp-image-99106\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2022-03-15-at-11.44.34-AM.png\" alt=\"United Airlines Personalized SMS Message\" width=\"1576\" height=\"1342\" \/> United Airlines provides <em>detailed connection information when the user needs it most.<\/em>[\/caption]\r\n\r\n<p>This user booked a trip from San Francisco to Providence, with a connecting flight in Newark. Making a connecting flight is a super stressful aspect of booking trips, and United Airlines set out to ease this customer\u2019s concerns. This text welcomes the customer to Newark, which is personalized already, and then follows up with the next flight number, gate, and how long it takes to get to that gate from the current gate. To close out, they provided a link to an airport map.<\/p>\r\n<p>This SMS message isn\u2019t long and it\u2019s super timely, showing that United Airlines pays attention to where their customers are and what they may need at the moment. Personalized SMS messages don\u2019t need to sell products to be impactful.<\/p>\r\n<h3>Lean Into the Low-Risk Subscription<\/h3>\r\n<p>Another reason SMS messages are appealing to customers is because it\u2019s required, by law, that brands have customers opt-in to receive the messages and then provide an easy way for them to opt-out. The <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">Telephone Consumer Protection Act (TCPA)<\/a> states that anyone sending marketing communications has to get explicit consent from the customer. The goal is to <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">protect customers from spam<\/a>. This requirement is also beneficial for brands. Because customers have to explicitly say, \u201cyes, send me these messages,\u201d it\u2019s more likely that they\u2019ll be receptive to them and will open and engage with them.<\/p>\r\n<p>Brands are getting creative in the opt-in process. Rather than giving customers the classic \u201creply YES\u201d opt-in, <a href=\"https:\/\/beistravel.com\/\" target=\"_blank\" rel=\"noopener\">B\u00e9is<\/a>, a luggage brand, provides new customers with a 15%-off coupon if they opt-in to text. When they click on the opt-in CTA, a text is generated, to B\u00e9is, from the customer\u2019s phone and all they need to do is send it.<\/p>\r\n\r\n[caption id=\"attachment_99112\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-99112\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/File-37.jpg\" alt=\"Beis SMS Message\" width=\"1125\" height=\"1140\" \/> <em>B\u00e9is auto-fills the opt-in text to give users the power of opting-in and understanding what that entails.<\/em>[\/caption]\r\n\r\n<p>This message makes opting in easy, plus it describes exactly what the customer will be opting into. Not only that, it specifically mentions \u201cpersonalized marketing alerts.\u201d The auto-response from B\u00e9is then offers options for the customer to get help, opt-out, and find more privacy information.<\/p>\r\n<p>Sure, email has opt-in (newsletter sign-ups) and opt-out options (<a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">required unsubscribe links<\/a>) but finding ways in or out of email communications isn\u2019t always as overt. And, because virtually every brand uses email, SMS messaging cuts through the noise and catches customers\u2019 attention.<\/p>\r\n<h3>Stand Out in a Less Crowded Space<\/h3>\r\n<p>Email marketing is standard for the majority of brands today but \u201c<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">65% of brands<\/a> still don\u2019t have a formal strategy in place for bulk SMS messaging to take advantage of the amount of time [customers] spend on [their] phones.\u201d You, as a consumer, can probably count on one hand the brands that consistently deliver personalized SMS messages, but the promotional emails sitting in your inbox feel infinite. When brands send a personalized SMS message it stands out.<\/p>\r\n<p>With the customer\u2019s attention captured, brands can talk to them directly. Texts go both ways and one of the best ways to understand what content your customers are interested in is to ask them. <a href=\"https:\/\/www.bravotv.com\/\" target=\"_blank\" rel=\"noopener\">Bravo<\/a>, the reality TV network, has a robust SMS strategy and one of the first texts they send users asks which shows they are interested in to ensure that follow-up texts align with the user\u2019s interests.<\/p>\r\n\r\n[caption id=\"attachment_99118\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-99118 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/File-38.jpg\" alt=\"Bravo SMS Message\" width=\"1125\" height=\"756\" \/> <em>Bravo creates a two-way conversation, gathering <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> to understand user preferences.<\/em>[\/caption]\r\n\r\n<p>Like we mentioned before, spam texts do exist, so making an impact with SMS messages requires a level of personalization that resonates with the end user. Less competition doesn\u2019t mean brands can rest on their laurels and send generic messages\u2014less competition means more eyeballs. Bravo managed to both customize this message for users while maintaining their brand voice\u2014a surefire way to get customers\u2019 attention, and keep it.<\/p>\r\n<h3>Personalized SMS Messages as Part of a Cross-Channel Experience<\/h3>\r\n<p>You knew it was coming. We had to mention cross-channel marketing before this post ended. <br \/>\r\nPersonalized SMS messaging is an excellent way to provide users with timely, engaging content, but it shouldn\u2019t be the only channel your brand uses.<\/p>\r\n<p>The most successful marketing programs will take advantage of multiple marketing channels that communicate with one another, resulting in a seamless experience. This involves playing to each channels\u2019 strengths. Now that you know when SMS messaging should be implemented, think about how to complement that messaging with other channels\u2014<a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, <a href=\"https:\/\/iterable.com\/solutions\/direct-mail-marketing\/\" target=\"_blank\" rel=\"noopener\">direct mail<\/a>\u2014that serve different purposes.<\/p>\r\n<p><em>To learn more about marketing channel capabilities and creating a seamless cross-channel customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"How to Personalize SMS Messages","post_excerpt":"The personal nature of SMS messaging is nothing short of a dream for marketers\u2014connecting us with customers, wherever they are.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-personalize-sms-messages","to_ping":"","pinged":"","post_modified":"2022-03-16 10:36:00","post_modified_gmt":"2022-03-16 17:36:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99099","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalized SMS Message\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/"},{"ID":98975,"post_author":"79","post_date":"2022-03-15 09:15:56","post_date_gmt":"2022-03-15 16:15:56","post_content":"<p>We made it! This is the final article in our Winning Customer Loyalty series. In this series, which expands on our webinar, \u201c<a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">Hot or Not: The 2022 Imperatives For Winning The Loyalties Of Today\u2019s Consumers<\/a>,\u201d featuring Forrester\u2019s Brendan Witcher, we\u2019ve touched upon taking the customer experience <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">from good to great,<\/a> <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/\" target=\"_blank\" rel=\"noopener\">hyper-adoption vs. hyper-abandonment<\/a>, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, and the value of <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/\" target=\"_blank\" rel=\"noopener\">data and analytics<\/a>. The final piece? Tying all of these together to create a seamless cross-channel experience.<\/p>\r\n<p>Call it <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/omnichannel-vs-multi-channel-marketing-is-there-a-difference\/\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a> marketing, multi-channel marketing, or cross-channel marketing, but the gist is that customers can bounce from channel-to-channel without any hiccups in their buying journey. If a customer is mid-checkout on their phone via your app, but then drops off, they should be able to log on to their desktop computer at home and complete the order.<\/p>\r\n<p>We\u2019re no strangers to a frictionless experience across marketing channels. But we want to explore how this type of cross-channel experience can impact customer loyalty.<\/p>\r\n<h3>Be Where the Customer Is, Physically<\/h3>\r\n<p>One of the biggest benefits of a cross-channel experience is that your brand has the ability to be with the customer, wherever they are. Approximately <a href=\"https:\/\/www.statista.com\/statistics\/330695\/number-of-smartphone-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">6.5 billion people worldwide<\/a> have smartphones, so being able to connect with customers through mobile channels\u2014like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, or <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messages<\/a>\u2014is crucial.<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe can buy things when we're at a subway stop\u2026not the restaurant, the actual subways. The ability to do anything anywhere: on a plane I can order on a screen in front of me when I land at the airport; this is getting more complicated, not less.\u201d <\/em><\/p>\r\n<p><em>- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>With <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-geofencing\/\" target=\"_blank\" rel=\"noopener\">geolocation capabilities<\/a>, you can create content for customers based on their surroundings, connecting the physical with the digital. While a critical ingredient, mobile capabilities aren\u2019t enough to establish a seamless cross-channel marketing strategy.<\/p>\r\n<p>Being where the customer is means more than physical location. Mobile can give you access to customers as they move around, but you also have to be where the customer is, mentally. Think about all of the steps in a customer journey.<\/p>\r\n<h3>Meeting the Customer on Their Journey<\/h3>\r\n<p>Understanding the customer journey is a necessary element when using multiple marketing channels. Whether just becoming familiar with your brand or contemplating an item in their cart, the customer is looking for a tailored experience that matches where they are in their buying journey. Matching the customer\u2019s intent, regardless of marketing channel, is how you can create a truly frictionless cross-channel experience.<\/p>\r\n<p>Based on interactions with your brand, your marketing technology should be able to collect data that paints a picture of where each individual customer is in the buying process. Maybe they\u2019ve visited the site a few times, read the FAQs, and then browsed a certain product category. You can tell from their virtual breadcrumbs that they\u2019re in the consideration stage.<\/p>\r\n<p>Rather than just sending a generic promotional email at this point, you\u2019re now equipped with the data to send a triggered, personalized promotional email based on the actions this customer has taken on your site. They browsed a certain category? The next time they look at that category page, automatically send them an email with items in that category and maybe even include a coupon to help sweeten the deal.<\/p>\r\n<p>The right data can tell you not only where the customer is within their journey, but where they are engaging with your marketing messages. When you bring the marketing channels and the buying journey together, your brand has the ability to create a one-of-a-kind experience that will keep customers coming back.<\/p>\r\n<h3>Combining the Marketing Channel and the Buying Journey<\/h3>\r\n<p>Let\u2019s compare a digital cross-channel experience to walking into a physical store. When you, as a customer, are shopping and speak to a salesperson and tell them everything you\u2019re looking for and, later, after the first salesperson has helped you, a second salesperson comes up asking if you need help. It\u2019s frustrating. Shouldn\u2019t the two salespeople be communicating? Now think of the salespeople as marketing channels. They should be talking to each other and creating a customer profile that recognizes you and your needs, not only the first time you enter the store, but every time. That is how brands build customer relationships.<\/p>\r\n<p>What does this look like in a fully digital experience? Say a customer puts an item in their cart in your mobile app. Then, your brand sends a promotional email with a coupon for that item. When clicked, the CTA in that email should open the application, open the cart, and apply the promo code\u2014all at the same time. Here, your brand recognizes the customer is about to complete their purchase and you\u2019re fully aware of the channel they are comfortable using.<\/p>\r\n<p>That being said, if the customer chooses to log on to your desktop site, their shopping cart needs to be identical to their cart in your mobile app, and, if they click the CTA in the promotional email from their desktop, the same rules should apply. Regardless of when and how a customer is connecting with your brand, they are able to achieve what they need to and are recognized as a single customer across channels. This is a true cross-channel experience.<\/p>\r\n<h3>Winning Customer Loyalty with a Cross-Channel Experience<\/h3>\r\n<p>A cross-channel experience boils down to <a href=\"https:\/\/iterable.com\/blog\/a-personalization-checklist-to-keep-in-your-back-pocket\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>. Personalization breeds customer loyalty. What\u2019s challenging today is that it\u2019s no longer rare for brands to personalize their marketing experiences for customers\u2014it\u2019s expected. But, customers notice when brands don\u2019t personalize and will look elsewhere for a brand that does. As <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> puts it, \u201cPersonalization can even be called a 'hygiene factor': customers take it for granted, but if a retailer gets it wrong, customers may depart for a competitor.\u201d It\u2019s not easy to strike the perfect balance, either. Not only is there the idea that if you don\u2019t personalize at all, someone else will, there\u2019s also the idea that if you don\u2019t personalize in the right way, someone else will.<\/p>\r\n<p>What does personalizing the right way mean? Think about any relationship other than a brand\/customer relationship. Knowing too much about the other person, especially if they didn\u2019t tell you that information, is crossing a line. Basically, don\u2019t be weird about it. Personalize, but don\u2019t be creepy. Be sure you\u2019re telling your customers what information you\u2019re getting from them and why, and then use that information subtly to build a cross-channel experience.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou have to adopt and share that personalization golden rule, \u2018Be overt in collecting data, covert in delivering personalized content.\u2019 This is so important to safeguard and protect yourself against getting into trouble.\u201d <\/em><\/p>\r\n<p><em>- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>At its core, a cross-channel experience is highly personalized. Personalization wins customer loyalty because it shows you\u2019re paying attention to the customers\u2019 needs.<\/p>\r\n<p><em>To learn more about building a seamless cross-channel experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 5: Creating a Cross-Channel Experience","post_excerpt":"We\u2019re no strangers to a frictionless experience. We want to explore how this type of cross-channel experience can impact customer loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-5-creating-a-cross-channel-experience","to_ping":"","pinged":"","post_modified":"2022-03-15 09:15:56","post_modified_gmt":"2022-03-15 16:15:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98975","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Cross-Channel Experience\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-5-creating-a-cross-channel-experience\/"},{"ID":98959,"post_author":"79","post_date":"2022-03-10 09:17:21","post_date_gmt":"2022-03-10 17:17:21","post_content":"<p>Technology continues to grow more complex and few concepts have attracted more buzzworthy attention than Artificial Intelligence (AI). While primarily still rooted in early research and development, many are looking towards how AI can be leveraged to improve the way we live, work, and access services. It is also one of the fastest growing emerging technology investment areas, with public federal spending on AI approaching $1B after seeing a <a href=\"https:\/\/fedtechmagazine.com\/article\/2021\/12\/2022-tech-trends-predictive-analytics-and-ai-will-make-agencies-more-efficient\" target=\"_blank\" rel=\"noopener\">50% increase in 2020<\/a>.<\/p>\r\n<p>From enhanced cybersecurity to hyper-automation, AI has moved from something of science fiction into reality\u2014permeating its way into every nook and cranny of our lives. And, with a topic that is neither straightforward nor narrow in its scope, many marketers are left asking: How is AI impacting our work? And how is it affecting the ways brands interact with their customers?<\/p>\r\n<h3>Marketing AI is Anything But Artificial<\/h3>\r\n<p>Marketing AI comes in many forms, but usually it\u2019s about increasing efficiency and automation. According to Accenture, <a href=\"https:\/\/www.iotforall.com\/artificial-intelligence-in-marketing-boost-the-growth-in-2022\" target=\"_blank\" rel=\"noopener\">business productivity can be improved by as much as 40%<\/a> with AI. The ingestion of data keeps increasing every year and since marketers are only human, they can't analyze the data, parse out insights, and build campaigns all within a day. That's where AI comes in. AI takes some of the stress and guesswork out of analyzing data to help tell a story.\u00a0<\/p>\r\n<p>Today, a majority of firms use AI to drill into specific tasks, such as digital ad placement or customer service. There is, however, one crutch in which all of this innovation leans on, and that is the customer data available to you and your team.<\/p>\r\n<h3>The Role of Predictive Analytics<\/h3>\r\n<p>When we think about data, we often think of it as an intangible collection of information. Predictive analytics (PA) are a subset of advanced analytics that seek to compile this data into something usable\u2014proactively optimizing and building off of it to achieve a certain goal.<\/p>\r\n<p>At its core, PA is a subset of AI that \u201c<a href=\"https:\/\/www.engati.com\/blog\/predictive-analytics\" target=\"_blank\" rel=\"noopener\">analyzes current and historical data<\/a> to make predictions using various statistical techniques\u2014usually data mining, predictive modeling, and machine learning.\u201d For example, should a customer make a purchase from your brand and later start receiving product recommendations based on the products they\u2019ve purchased in the past, this is the result of PA. Your brand can use this collecting and compiling of historical customer data to craft messaging and create a personalized current and future customer experience.<\/p>\r\n<p><a href=\"https:\/\/www.marketingevolution.com\/knowledge-center\/the-role-of-predictive-analytics-in-data-driven-marketing\" target=\"_blank\" rel=\"noopener\">The benefits to this are numerous<\/a>\u2014more informed insights into customer behavior and the optimization of resources, to name a couple. Personalization also sees a big boost here. Predictive analytics gives new meaning to how you modify your brand\u2019s content to fit your audience\u2019s interests. Interactions can then be <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">dynamically altered<\/a> in real-time by machine learning and PA to offer customers specific product recommendations or resources that are based on their demonstrated behavior.<\/p>\r\n<p>There\u2019s massive potential for how these technologies can be leveraged. And <a href=\"https:\/\/www.grandviewresearch.com\/industry-analysis\/predictive-analytics-market\" target=\"_blank\" rel=\"noopener\">as the predictive analysis market continues to grow at a 23.2% rate year over year<\/a>, it\u2019s safe to assume that new applications will make their way to the ground floor, opening a wealth of possibilities in how brands will continue to engage their audiences moving forward.<\/p>\r\n<h3>What\u2019s New in 2022 and Beyond?<\/h3>\r\n<p>Current marketing shows this is just the beginning of how AI technologies will be applied moving forward. Paired with predictive analytics, AI will continue to give brands the ability to act on customer intent, intelligently providing insights into audience behavior. Marketers of the future will be able to connect with their audiences in new ways, earning their loyalties and building out unique communities. Here are just a few ways Ai is going to impact the next stage of marketing.\u00a0<\/p>\r\n<h4>Image Personalization<\/h4>\r\n<p>While content personalization has been a go-to marketing strategy for years, the concept of <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/4-predictions-for-the-future-of-ai-in-marketing\/\" target=\"_blank\" rel=\"noopener\">image personalization<\/a> remains an untapped application of AI. With this, marketers could connect and serve their audience content with custom images based on user preferences. These algorithms would be rendered based on consumer\u2019s preferred styles of color, objects, and text, driving traffic and engagement by appealing to users on an individual level.<\/p>\r\n<h4>Customer Relationship Management<\/h4>\r\n<p>These technologies are also changing the way in which we use our current marketing tools. <a href=\"https:\/\/www.forbes.com\/sites\/bernardmarr\/2021\/10\/18\/how-ai-is-transforming-the-future-of-digital-marketing\/?sh=195d64291f26\" target=\"_blank\" rel=\"noopener\">CRMs<\/a> are an important piece to any marketing tech stack, and AI can identify patterns of customer behavior that can help mitigate churn and nurture leads in ways that both improve loyalty and increase conversion. By segmenting audiences based on known interests and demographic information, marketers can better equip themselves to serve individuals with targeted messaging. This even extends to send-time optimization that can help you break through the constant noise by reaching customers when they have shown they are most likely to engage.<\/p>\r\n<h4>Remove Biases From Customer Data and Insights<\/h4>\r\n<p>The big winner here, however, will be the potential for AI to leverage customer data for insights that won\u2019t be prone to predisposed biases of marketers. It\u2019s been <a href=\"https:\/\/cognitiveresearchjournal.springeropen.com\/articles\/10.1186\/s41235-021-00293-2\" target=\"_blank\" rel=\"noopener\">well researched how people\u2019s decision making is often flawed<\/a>, molded subconsciously by our environment. As a potential business solution, AI has been considered as a way to reduce our subjective interpretation of data, as machine learning enables AI to only look at what variables can improve their predictive accuracy.<\/p>\r\n<h3>AI is Not The End-All, Be-All<\/h3>\r\n<p>While a welcome addition for teams looking to adjust to their customers' wishes in real time, companies will still need to adopt a certain level of caution when leveraging them. Just as AI can aid us in limiting our own biases, these algorithms are capable of these same pitfalls. Referred to as <a href=\"https:\/\/www.directagents.com\/polycultural\/bias-in-algorithms-the-marketing-perspective\/\" target=\"_blank\" rel=\"noopener\">algorithmic discrimination<\/a>, the rule-based systems on which AI operates can make unintended mistakes, disregarding entire segments of your audience and effectively hurting your bottom line. Marketers will need to be wary of these potential missteps and be consistent in their adjustments when assessing their reliability.<\/p>\r\n<p>Overall though, AI technologies are set to change the landscape of the industry, and are <a href=\"https:\/\/digileaders.com\/ai-will-create-millions-more-jobs-than-it-will-destroy-heres-how\/\" target=\"_blank\" rel=\"noopener\">projected to create more jobs<\/a> than take them away. And, while marketers will inevitably have to put less effort into the more technical aspects of their work, this will provide an opportunity to align themselves with more creative-centric and strategy-driven tasks. A computer might be able to segment your audience more efficiently, but at the end of the day, only humans can bring genuine personalization to outreach and forge the authentic experiences that the market has come to expect.<\/p>\r\n<p><em>To learn how your marketing team can combine a human touch with AI and PA capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"How Predictive Analytics & AI Can Work for You in 2022","post_excerpt":"Predictive analytics are a subset of AI that seek to proactively optimize and build off of customer data it to achieve a certain goal.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-predictive-analytics-ai-can-work-for-you-in-2022","to_ping":"","pinged":"","post_modified":"2022-03-10 09:17:21","post_modified_gmt":"2022-03-10 17:17:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98959","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Predictive Analytics &amp; AI\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-predictive-analytics-ai-can-work-for-you-in-2022\/"},{"ID":98915,"post_author":"79","post_date":"2022-03-08 13:00:30","post_date_gmt":"2022-03-08 21:00:30","post_content":"<p><a href=\"https:\/\/www.today.com\/life\/inspiration\/womens-history-month-rcna17775\" target=\"_blank\" rel=\"noopener\">In the early 1900s<\/a>, the last Sunday of every February was considered International Women\u2019s Day. Women of Manhattan gathered on this day to discuss prevalent matters. Shortly after, Germany\u2014followed by the rest of Europe\u2014declared International Women\u2019s Day a national holiday. Then, after continued rallying, in the 1970s the United States also recognized International Women\u2019s Day as a national holiday.<\/p>\r\n<p>In the 1980s, a task force in California created a Women\u2019s History Week to get more schools to comply with <a href=\"https:\/\/www2.ed.gov\/about\/offices\/list\/ocr\/docs\/tix_dis.html\" target=\"_blank\" rel=\"noopener\">Title IX laws<\/a>, which had recently been passed. As a result, President Jimmy Carter declared March 8th the beginning of Women\u2019s History Week. By the late 1980s Congress had declared the entire month of March to be Women\u2019s History Month. And, here we are today\u2014recognizing March as Women\u2019s History month and March 8th as International Women\u2019s Day.<\/p>\r\n<p>But, there\u2019s still a lot of work to be done. As an example, according to an article in <a href=\"https:\/\/fortune.com\/2022\/03\/01\/it-is-past-time-for-women-to-lead\/\" target=\"_blank\" rel=\"noopener\">Fortune<\/a>, only 8% of CEOs are female. What\u2019s more, the gender gap will take a while to close\u2014especially after Covid-19. As the <a href=\"https:\/\/www3.weforum.org\/docs\/WEF_GGGR_2021.pdf\" target=\"_blank\" rel=\"noopener\">2021 Global Gender Gap Report<\/a> mentions, <a href=\"https:\/\/time.com\/5951101\/global-gender-gap-135-years\/\" target=\"_blank\" rel=\"noopener\">as a result of the pandemic<\/a>, \u201cit will take an average of 135.6 years for women and men to reach parity on a range of factors worldwide, instead of the 99.5 years outlined in the 2020 report.\u201d<\/p>\r\n<p>So what can we, as brands, do with this information? How can brands recognize Women\u2019s History Month without seeming disingenuous and cashing in on a good cause? After touching upon <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">authentic marketing during Black History Month<\/a> last month, we wanted to look through the same lens at marketing during Women\u2019s History Month.<\/p>\r\n<h3>Creating Meaningful Email Campaigns<\/h3>\r\n<p>Last year, in our article during Women\u2019s History Month, we featured three key aspects of <a href=\"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/\" target=\"_blank\" rel=\"noopener\">creating meaningful email campaigns<\/a>: honoring women customers, spotlighting women employees, and highlighting company efforts to support women\u2019s initiatives. To reflect on last year\u2019s advice, we pulled some examples from this year\u2019s campaigns, to see how they stack up.<\/p>\r\n<h4>Honor Women Customers<\/h4>\r\n<p>To honor women customers, <a href=\"https:\/\/www.fabletics.com\/\" target=\"_blank\" rel=\"noopener\">Fabletics<\/a>, a subscription athletic apparel brand, is offering a free tee shirt that says \u201cShe Can Do Anything\u201d with any order (for VIP customers). The goal of the tee shirt, as described below the image, is to empower any woman that wears it and any woman that sees it.<\/p>\r\n\r\n[caption id=\"attachment_98916\" align=\"alignnone\" width=\"933\"]<img class=\"wp-image-98916 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/screencapture-mail-google-mail-u-0-2022-03-06-14_10_04-edit.png\" alt=\"Fabletics Women's History Month\" width=\"933\" height=\"2524\" \/> <em>While purple may not be Fabletics\u2019 brand color, it is the color for Women\u2019s History Month, which shows additional dedication to and support of the cause.<\/em>[\/caption]\r\n\r\n<p>But, that\u2019s not all. In addition to giving away a free gift to inspire customers, Fabletics pledged to donate $25k to <a href=\"https:\/\/girlup.org\/\" target=\"_blank\" rel=\"noopener\">Girl Up<\/a>, a foundation dedicated to advancing girls\u2019 skills, rights, and opportunities to lead. Providing a free gift to loyal customers and donating a portion of their earnings to a women-centric organization shows authenticity and understanding of their audience.<\/p>\r\n<h4>Spotlight <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6905576781365993472\/\" target=\"_blank\" rel=\"noopener\">Women Employees<\/a><\/h4>\r\n<p>While not necessarily employees, <a href=\"https:\/\/www.michaels.com\/\" target=\"_blank\" rel=\"noopener\">Michael\u2019s<\/a>, the art supply store, sent out an email highlighting some of the women-owned brands they carry in-store and linked directly to their product pages. This email features four separate female-owned brands with a short bio about each of the owners and a link to shop their products.<\/p>\r\n\r\n[caption id=\"attachment_98935\" align=\"alignnone\" width=\"845\"]<img class=\"size-full wp-image-98935\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Michaels_Email-1.png\" alt=\"Michael's Women's History Month\" width=\"845\" height=\"700\" \/> <em>While lengthy, the majority of this email focuses on the women Michael\u2019s wanted to highlight. They\u2019re front and center.<\/em>[\/caption]\r\n\r\n<p>In addition to highlighting some of the women-owned brands they carry, Michael\u2019s offered up some on-brand DIY projects to empower their women customers. This includes a DIY T-shirt, drawing, and tote bag\u2014all meant to inspire their audience.<\/p>\r\n<h4>Highlight Company Efforts to Support Women\u2019s Initiatives<\/h4>\r\n<p><a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, an alcohol delivery service, has always put out <a href=\"https:\/\/bettermarketing.pub\/how-drizly-turned-an-e-mail-blunder-into-a-brilliant-marketing-campaign-827eac9b82a0\" target=\"_blank\" rel=\"noopener\">clever campaigns<\/a> regardless of the month, but their push notification for Women\u2019s History Month caught our attention. To celebrate their efforts in supporting women\u2019s initiatives, Drizly called out women-owned beer, wine, and spirit brands. When clicked, the push notification opens a deep link to a page featuring only women-owned brands. This is slightly different from Michael\u2019s since Drizly doesn\u2019t hold the inventory, but instead, works with local liquor stores to connect with customers.<\/p>\r\n\r\n[caption id=\"attachment_98942\" align=\"alignnone\" width=\"1244\"]<img class=\"size-full wp-image-98942\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Drizly_WHM.png\" alt=\"Drizly Push Notification\" width=\"1244\" height=\"2188\" \/> <em> The banner copy \u201craise a glass to shattered glass ceilings\u201d is also a clever nod to both female customers and female-owned brands.<\/em>[\/caption]\r\n\r\n<p>We appreciate this approach to marketing for Women\u2019s History Month because at the end of the day, the goal is to benefit these women-owned businesses. Drizly makes money regardless of whether you shop from women-owned businesses or not, but showing that they 1) recognize the brands that are women-owned and 2) want to help support those brands demonstrates that Drizly went out of their way to try to support women\u2019s initiatives.<\/p>\r\n<h3>Empowerment and Impact at Iterable<\/h3>\r\n<p>Lindsay Kaplan, co-founder and Chief Brand Officer of <a href=\"https:\/\/chief.com\/\" target=\"_blank\" rel=\"noopener\">Chief<\/a>, a private membership network focused on connecting and supporting women executive leaders, <a href=\"https:\/\/fortune.com\/2022\/03\/01\/it-is-past-time-for-women-to-lead\/\" target=\"_blank\" rel=\"noopener\">writes<\/a>, \"There are 5 million executive women in the United States right now\u2014women who are ready to take the helm of companies, to serve on boards, to run for office. If we want to do it, we can change the world today. Promote them. Open the doors. Give them a seat at the table.\"<\/p>\r\n<p>This #WomensHistoryMonth, we\u2019ll be honoring and sharing the stories of some of the incredible women across Iterable on our social media who are #DefyingGravity, defending their worth, growing their ambition, and winning in the workplace. They're the leaders of Iterable's marketing team of today and the marketing executives of tomorrow.<\/p>\r\n<p>We are also proud to be in the midst of our inaugural <a href=\"https:\/\/register.iterable.com\/wec\" target=\"_blank\" rel=\"noopener\">Women\u2019s Empowerment Conference<\/a>, (March 7-10), which is designed to connect, educate, and empower women and allied Iterators, partners, and customers. The conference began with a keynote address from New York Times bestselling author and NPR podcast personality, <a href=\"https:\/\/www.npr.org\/people\/350888943\/stacey-vanek-smith\" target=\"_blank\" rel=\"noopener\">Stacey Vanek Smith<\/a>, on key takeaways from her book, <a href=\"https:\/\/www.amazon.com\/Machiavelli-Women-Playbook-Getting-Ahead\/dp\/1982121750\" target=\"_blank\" rel=\"noopener\">Machiavelli for Women<\/a>. Throughout the conference, attendees have the opportunity to join sessions and events like Speed Networking and Development Discussions, meant to equip women with the tools they need for growth and success.<\/p>\r\n<p>Like we mentioned, The World Economic Forum shared that it will take over 135 years to reach global gender parity. That\u2019s far too long! Working together, let\u2019s aim to change that.<\/p>","post_title":"How to Approach Marketing During Women\u2019s History Month","post_excerpt":"What can brands do? How can brands recognize Women\u2019s History Month without seeming disingenuous and cashing in on a good cause?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-approach-marketing-during-womens-history-month","to_ping":"","pinged":"","post_modified":"2022-03-08 13:00:30","post_modified_gmt":"2022-03-08 21:00:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98915","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Women&#039;s History Month\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/"},{"ID":98865,"post_author":"79","post_date":"2022-03-07 09:07:56","post_date_gmt":"2022-03-07 17:07:56","post_content":"<p>So far in our series about winning customer loyalty, we\u2019ve covered <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">taking the customer experience from good to great<\/a>, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/\" target=\"_blank\" rel=\"noopener\">hyper-adoption and hyper-abandonment<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>. As we continue to expand upon <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">our webinar featuring Forrester\u2019s Brendan Witcher<\/a>, we\u2019re going to draw a connection between winning customer loyalty and data and analytics. Sure, data and analytics aren\u2019t always considered the sexiest part of marketing, but they\u2019re making a comeback.<\/p>\r\n<p>Data and analytics are bringing sexy back because they\u2019re the true differentiators between brands. Like we\u2019ve mentioned in the previous articles in this series, customers are no longer comparing brands based on product, but instead, on their experience. People can find a replacement product with the click of a button, but the experience is what keeps customers coming back. The foundation for building a finely-tuned experience, however, is data and analytics.<\/p>\r\n<blockquote>\r\n<p><em>\u201cCustomers will say, well, I don't think this company has better fashion than these guys over here, but this company seems to get me more. They'll use that kind of term. They \u2018get me,\u2019 they understand me, and they'll give their loyalties because of that. In many ways, this is an overlooked but critical part of marketing, of creating experiences, of delivering value.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Data and analytics help crack the code for each individual customer, allowing marketing teams to connect on a more personal level. Truly understanding your audience is a powerful differentiator that helps brands stand out in a world of endless options. Let\u2019s take a look at why data and analytics are becoming increasingly important and how they can help marketers create a more customized experience.<\/p>\r\n<h3>The Evolution of Customer Data<\/h3>\r\n<p>\u201cData and analytics\u201d is somewhat vague. We\u2019ve kept the term but the landscape of data and analytics in marketing has changed over the years. To start, today, we have access to boatloads of customer data. In the past, this wasn\u2019t always the case. Before everything was digital, brands maybe had access to the customer\u2019s name, address, phone number, and credit card. Now, we know where customers are as they move around, where they\u2019re likely to shop, what products they\u2019ve purchased in the past, what marketing channels they prefer\u2014the list goes on.<\/p>\r\n<p>With this onslaught of data comes the need to analyze it. Marketers need to find ways to organize and categorize the data to make the most out of what\u2019s available. As mentioned in a recent <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/11\/09\/three-strategies-for-improving-your-marketing-analytics\/?sh=352ba8f8142d\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> article, \u201cAccording to Gartner\u2019s 2020 Marketing Data and Analytics Survey of more than 400 marketing leaders and analytics practitioners, 64% of analytics practitioners said that data management, data integration and data formatting are some of the top ways in which they spend their time.\u201d<\/p>\r\n<p>Not only do brands receive <a href=\"https:\/\/whatis.techtarget.com\/definition\/implicit-data#:~:text=Implicit%20data%20is%20information%20that,surveys%20and%20membership%20registration%20forms.\" target=\"_blank\" rel=\"noopener\">implied data<\/a> from customer interactions, but they also get zero-party data directly from the customer. As <a href=\"https:\/\/www.mckinsey.com\/business-functions\/risk-and-resilience\/our-insights\/the-consumer-data-opportunity-and-the-privacy-imperative\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> points out, \u201c [Customers] are far more likely to share personal data that are a necessary part of their interactions with organizations.\u201c But, just having the data isn\u2019t enough. Taking the data and creating an actionable result is how brands can win customer loyalty.<\/p>\r\n<h3>Why It\u2019s Important to Use Data and Analytics<\/h3>\r\n<p>Why are marketers spending so much time analyzing and dissecting the available data? Because what you, as marketers, do with that data is what sets your brand apart. If your brand has access to unique data, or data points that can be cross-referenced to reach unique conclusions about individual customers, that information needs to translate into actionable marketing messages.<\/p>\r\n<blockquote>\r\n<p><em>\"I have never been on a sales or an earnings call from any company ever, where somebody said, \u2018We started saying \u2018Happy birthday!\u201d and sales went up 5%.\u2019 That's never happened\u2026It doesn't really make the customer change their behavior. \u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Data gives brands a peek into each customer\u2019s life. What would make their life easier? What do they love? What do they hate? With great power, however, comes great responsibility. Having this data means you have to actually use it. According to <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/2021-consumer-experience-sentiment-report?utm_source=PressRelease&amp;utm_medium=pr&amp;utm_campaign=2021_Merkle_AMER_2021_DX_Experience_Sentiment_Survey\" target=\"_blank\" rel=\"noopener\">Merkle\u2019s 2021 Customer Experience Sentiment Report<\/a>, 76% of respondents said \u201cthey are more comfortable giving out their behavioral data to allow brands to enhance their experiences.\u201d This increased from 71% in 2020. Having this data but not using it can erode trust between the customer and your brand.<\/p>\r\n<h3>How to Use Data and Analytics<\/h3>\r\n<p>So we know we have access to more customer data than ever before and having the data but not using it can cause distrust amongst customers, but let\u2019s talk about what \u201cusing\u201d data actually looks like.<\/p>\r\n<p>Think about the variety of marketing channels your brand uses. There\u2019s <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, etc. Each time a customer interacts with your brand via a channel, there\u2019s the opportunity to collect data. Did they open the email? Did they use the coupon we sent via SMS? What did they buy with that coupon? Your martech stack likely has tools for collecting this data, but going a step further and using it, in <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-real-time-personalization\/\" target=\"_blank\" rel=\"noopener\">real-time<\/a>, creates a highly personalized and individualized experience for every single customer.<\/p>\r\n<p>Say, for example, your customer has bought a couple items from your online store but it\u2019s been a while since they\u2019ve revisited your site. You\u2019ve been sending them emails and they aren\u2019t opening them. To re-engage this customer, you create a <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">workflow<\/a> that says \u201cif this customer doesn\u2019t open an email within 30 days, we send them an SMS.\u201d If they open the SMS, maybe you set the workflow to trigger a followup SMS with a coupon for an item that pairs well with an item they\u2019ve purchased in the past.<\/p>\r\n<p>Each interaction the customer has with your brand is an opportunity to collect more data and change their experience to make it as beneficial for the customer as possible\u2014again, in real-time.<\/p>\r\n<h3>Using Data and Analytics Wins Customer Loyalty<\/h3>\r\n<p>The way brands are using data is the differentiator. You\u2019re a customer too. You know that most brands today can gain access to at least some of your data. It\u2019s what the brand does with that data that sets them apart. Taking, or asking for, customer data is good for your brand and understanding your audience, but the exchange of data needs to be mutually beneficial. Once you\u2019ve shown your customers that you not only have their data, but are crafting unique experiences for them with it, they\u2019ll be more likely to stick around.<\/p>\r\n<p><em>To get more info on why data and analytics are making a comeback, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Winning Customer Loyalty, Pt. 4: Bringing Sexy Back to Data and Analytics","post_excerpt":"The experience is what keeps customers coming back and the foundation for building a finely-tuned experience is data and analytics.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics","to_ping":"","pinged":"","post_modified":"2022-03-07 09:07:56","post_modified_gmt":"2022-03-07 17:07:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98865","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Data and Analytics\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/"},{"ID":98836,"post_author":"79","post_date":"2022-03-02 08:41:14","post_date_gmt":"2022-03-02 16:41:14","post_content":"<p>A moment can change a life. From the \u201cI do\u201d to the \u201cyou\u2019re hired,\u201d whatever the situation may be, certain moments have a lasting impact.<\/p>\r\n<p>For consumers, a moment of joy with a brand can solidify a long-term relationship of mutual benefit. The beauty of connecting consumers with products, services, and messages that make their lives that much easier cannot be undervalued. It\u2019s quippy, but it\u2019s true: the right message, at the right time, on the right channel really does bring joy to your customers.<\/p>\r\n<p>So, with that in mind, we\u2019re excited to kick off this year\u2019s slate of Activate events to help you\u2014the ones behind the scenes of amazing customer experiences\u2014make joyful moments of lasting impact.<\/p>\r\n<p>Let\u2019s dive in.<\/p>\r\n<h3>What is Activate?<\/h3>\r\n<p>For those unfamiliar or in need of a refresher, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a> is the premier event series for anyone impacting the customer experience. Marketers, data scientists, product managers, and everyone in between have been coming to Activate for years now to learn about creating the best customer experience and network with leading professionals in the industry.<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/vdpgBb7JGZQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<p>Over the past two years of virtual Activates, we\u2019ve received feedback from countless attendees akin to this actual quote from a previous attendee:<\/p>\r\n<p>\u201cI thoroughly enjoyed the virtual experience\u2014I have missed in-person opportunities to attend conferences and Activate has done a great job in creating an environment that is the closest thing to achieving this.\u201d<\/p>\r\n<p>While we\u2019re ecstatic to hear people enjoy the virtual environments we\u2019ve created, we also want to make sure everyone knows, we hear you. So, this year, we\u2019re expanding the scope of Activate to reach you\u2014wherever you are\u2014across three stellar events.<\/p>\r\n<h4>Activate Virtual<\/h4>\r\n<p>First up, we\u2019re opening the year virtually on April 6th with <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, where attendees will dive into the building blocks of a joyous moment. From personalization to data management to storytelling and cross-channel marketing, Activate Virtual has you covered to show you how to connect with consumers at the individual level.<\/p>\r\n<p>Our agenda is jam packed with good stuff for you this year from our amazing keynote speaker, award winning journalist and podcaster Guy Raz, to our special guest speaker, former Pixar storyteller Matthew Luhn. We can\u2019t wait for you to hear their stories.<\/p>\r\n<h4>Activate Summit Europe<\/h4>\r\n<p>Shortly after Activate Virtual, we\u2019re going back in person\u2014we\u2019re just as excited about it as you are! Coming May 25-26th, <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a> will hit London with all the insights of Virtual, but with the added benefit of being amongst your peers to keep the conversation going.<\/p>\r\n<h4>Activate Summit North America<\/h4>\r\n<p>Last, but certainly not least, we\u2019re coming home to our headquarters city, San Francisco for <a href=\"https:\/\/iterable.com\/activate-events\/#stdna\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> from September 7-9. Registration for this event is coming soon, but you can save the date at the link above.<\/p>\r\n<p>It goes without saying, but we will anyway. Activate in 2022 is unlike anything we\u2019ve done before and we cannot begin to tell you how excited we are to have you join us!<\/p>\r\n<h3>Who Should Attend Activate and Why?<\/h3>\r\n<p>Short answer: you and all of your friends should attend to learn from and network with the best of the best.<\/p>\r\n<p>Slightly longer answer: Activate is for the Dreamers, Builders, and Makers who want to create marketing moments that make a positive impact on a consumer\u2019s livelihood.<\/p>\r\n<p>A memorable moment requires the culmination of innovation, strategy, and creativity that comes from Dreamers, Builders, and Makers.\u00a0<\/p>\r\n<p>When crafting marketing moments, <strong>Dreamers<\/strong> focus on the emotion. What do you want your customers to feel as they interact with your brand? Elation? Comfort? Emotion drives decisions and behavior. Dreamers find the core motivation of their customers and bring it to the forefront for impactful moments time and time again.<\/p>\r\n<p><strong>Builders<\/strong>, meanwhile, assemble the framework to support these moments and sustain\u2014or build\u2014positive associations with your brand. Wherever customers are and through whichever channels they use, Builders find the best ways to centralize data and send out relevant messaging for each user.<\/p>\r\n<p>And finally, <strong>Makers<\/strong>. Makers weave an empathetic story that connects with users at the personal level. Makers contextualize a brand\u2019s marketing to guarantee consumers feel a kinship with the brand\u2014a mutual understanding. With this connective tissue growing, brands maintain a steady relationship with their customers.<\/p>\r\n<p>At Activate, these industry leaders come together to share their knowledge and experiences for the betterment of marketing\u2014and brand-consumer relationships\u2014as a whole. Attendees and speakers alike hear from the best of the best about how to create joyful experiences that drive LTV and build brand ambassadors at scale.\u00a0<\/p>\r\n<h3>We\u2019ll See You Here, There, and Everywhere<\/h3>\r\n<p>Our goal in expanding the scope of Activate was to bring the insights to you, wherever you are and in the ways that mean the most sense for you. Maybe you prefer the virtual setting. We\u2019ve got you covered. Maybe you miss the camaraderie of attending events in person. We\u2019ve got you covered there too.<\/p>\r\n<p>Registration for <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a> and <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a> are now open. Claim your spot today to join us in making joyful marketing moments commonplace for consumers across the world.<\/p>\r\n<p>We\u2019ll see you soon.<\/p>","post_title":"Activate in 2022: Making Joyful Moments of Lasting Impact","post_excerpt":"We\u2019re excited to kick off this year\u2019s slate of Activate events to help you make joyful moments of lasting impact.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-in-2022-making-joyful-moments-of-lasting-impact","to_ping":"","pinged":"","post_modified":"2022-03-02 09:52:05","post_modified_gmt":"2022-03-02 17:52:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98836","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-in-2022-making-joyful-moments-of-lasting-impact\/"},{"ID":98744,"post_author":"79","post_date":"2022-02-28 15:40:26","post_date_gmt":"2022-02-28 23:40:26","post_content":"<p>When you think of philanthropy, what comes to mind? Signing a check for charity? Wrapping boxes full of toys for children in need during the holidays? Maybe volunteering at a soup kitchen or a homeless shelter? Philanthropy means \u201clove of mankind,\u201d and giving money or time to a cause, benefitting people who you don\u2019t personally know, is a meaningful and valuable expression of philanthropy. It shows you care.<\/p>\r\n<p>But, like so many other aspects of our society, philanthropy evolved during the pandemic. From social distancing to mask mandates to economic depression and job uncertainty, COVID-19 added unexpected financial and physical challenges to charity.<\/p>\r\n<p>So, what direction do you go in when you\u2019re faced with blockers to giving back? Up.<\/p>\r\n<h3>The Three Peaks Challenge<\/h3>\r\n<p>If Iterators are known for anything, it\u2019s for embracing challenges. It probably has something to do with our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">growth mindset<\/a>. Those with a growth mindset embrace challenges, persist through obstacles, learn from criticism, and are inspired by the success of others. They challenge the status quo and push for more information, more learning, and, in the case of charity, more impact.<\/p>\r\n<p>When confronted with the challenge of pandemic philanthropy, Iterable\u2019s EMEA and North America teams are embracing their growth mindset and taking to the high road.<\/p>\r\n<p>This summer, over 30 Iterators will take on the <a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/\" target=\"_blank\" rel=\"noopener\">National Three Peaks Challenge<\/a>. Together, the team will climb the highest mountains in England (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/scafell-pike\" target=\"_blank\" rel=\"noopener\">Scafell Pike<\/a>, 978m\/0.6mi), Scotland (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/ben-nevis\" target=\"_blank\" rel=\"noopener\">Ben Nevis<\/a>, .83m), and Wales (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/snowdon\" target=\"_blank\" rel=\"noopener\">Snowdon<\/a>, 1085m\/0.67mi), over the course of 24 hours.<\/p>\r\n\r\n[caption id=\"attachment_98771\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-98771 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/infographics.jpeg\" alt=\"Three Peaks Challenge\" width=\"1000\" height=\"454\" \/> <em>That's 42km (in 24 hours, ascending approximately +3,408m (that\u2019s approximately 3,408m more than we do in a day). Impressive? We think so.<\/em>[\/caption]\r\n\r\n<h3>The Opportunity<\/h3>\r\n<p>Why climb mountains, you may ask?<\/p>\r\n<p>\u201cSymbolically, climbing a mountain would represent achieving a summit, challenging ourselves to go further than our daily limits and reaching the peak of our performance,\u201d shares Elle Nadal, Iterable\u2019s Director of Marketing, EMEA and Three-Peaks Challenge participant.<\/p>\r\n<p>\u201cMore specifically, climbing the three highest mountains in the UK in 24 hours represents a challenge that will take us out of our comfort zone, all whilst raising money for a philanthropic purpose, and spreading joy. To me there is no greater reward. To quote the famous words of Martin Luther King Jr,<\/p>\r\n<p>\u201cSomewhere along the way, we must learn that there is nothing greater than to do something for others.\u201d- Martin Luther King Jr.\u201d<\/p>\r\n<p>It\u2019s always good to give. But at altitude, everything seems to have a greater impact.<\/p>\r\n<h3>Together We Can<\/h3>\r\n<p>Iterators (like most of the world) were forced to work remotely at the onset of the pandemic. We\u2019ve learned to love this new way of work, and have fully adjusted to the new remote reality, implementing a flexible Future of Work as our permanent business fixture starting in January of this year.<\/p>\r\n<p>Still, while remote work has its benefits (hello all-day pajamas), it also has its difficulties (it\u2019s not always easy to connect with new colleagues over Zoom).<\/p>\r\n\r\n[caption id=\"attachment_98783\" align=\"alignnone\" width=\"960\"]<img class=\"size-full wp-image-98783\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/Copy-of-EMEA-Three-Peaks-Challenge.jpg\" alt=\"Three Peaks Challenge Team\" width=\"960\" height=\"540\" \/> <em>Pictured left to right, Mike McGuire, Eloise Shuttleworth, Elle Nadal, Byron Goodman, and Gemma Mayhew are just a few members leading the charge for the Three Peaks Challenge. <\/em>[\/caption]\r\n\r\n<p>The Three Peaks challenge is as much about charity as it is about connection. To expand our impact, we are inviting Iterators around the globe, as well as our customer and partner community, to participate in a step challenge. The goal for each member is to walk 42 km (26 miles)\u2014the same total the Three Peaks Team are climbing across the three Summits.<\/p>\r\n<p>Climbing and hiking to the top\u2014together\u2014and engaging the workforce on the ground is a great way to reignite teamwork and align Iterators in a move to do something more. It\u2019s a reminder that, while we may be oceans apart, we can still collaborate (and climb) for a cause.<\/p>\r\n<h3>Climbing for a Cause<\/h3>\r\n<p>\u201c<a href=\"https:\/\/simonsinek.com\/product\/find-your-why\/\" target=\"_blank\" rel=\"noopener\">Find Your Why<\/a>\u201d is a staple of motivational speaker Simon Sinek\u2019s instruction. Everyone has a \u201cwhy\u201d, Simon says. Do you know yours?<\/p>\r\n<p>Now that we\u2019ve paused for dramatic effect (did it work?!), here\u2019s the \u201cwhy\u201d of the Three Peaks Expedition by sharing more about the three charities piquing the interest of Iterable\u2019s EMEA-based adventurists.<\/p>\r\n<ul>\r\n\t<li>\u201cTogether we will beat cancer.\u201d That\u2019s the motto of <a href=\"https:\/\/www.cancerresearchuk.org\/about-cancer\" target=\"_blank\" rel=\"noopener\">Cancer Research UK<\/a>, a nonprofit organization that funds scientists, doctors, and nurses to help beat cancer sooner. They also provide cancer information to the public. Importantly, Cancer Research UK develops policy to inform government decisions related to cancer and research.<\/li>\r\n\t<li><a href=\"https:\/\/www.mind.org.uk\/\" target=\"_blank\" rel=\"noopener\">Mind<\/a> is a mental health charity. They provide <a href=\"https:\/\/www.mind.org.uk\/information-support\/\" target=\"_blank\" rel=\"noopener\">advice and support<\/a> and empower anyone experiencing a mental health issue. They campaign to improve services, raise awareness, and promote understanding.<\/li>\r\n\t<li>The team at <a href=\"https:\/\/www.refuge.org.uk\/\" target=\"_blank\" rel=\"noopener\">Refuge<\/a> believes that no one should have to live in fear of violence or abuse. Refuge supports thousands of clients every day, helping them rebuild their lives and overcome many forms of violence or abuse.<\/li>\r\n<\/ul>\r\n<p>Help us reach our target of $30,000 across these three charities! Donate directly to Iterable\u2019s <a href=\"http:\/\/www.justgiving.com\/team\/Iterable-ThreePeaks?invite=true\" target=\"_blank\" rel=\"noopener\">Three Peaks Expedition page<\/a>!<\/p>\r\n<h3>As We Scale, So Does Our Impact<\/h3>\r\n<p>The Three Peaks team has already started preparations for their expedition, and will continue to train and fundraise until the expedition begins in July. Don\u2019t worry, we\u2019ll keep you in the loop on their training and progress.<\/p>\r\n\r\n[caption id=\"attachment_98777\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-98777 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/EMEA-Three-Peaks-Challenge-1.jpg\" alt=\"Three Peaks Challenge Timeline\" width=\"960\" height=\"540\" \/> <em>In the meantime, here\u2019s a breakdown of their Three Peaks Timeline!<\/em>[\/caption]\r\n\r\n<p><em>Iterable is a company that cares. Sound like a team you\u2019d like to join? We\u2019re hiring for roles in all departments, in the US and EMEA. Check out our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers page<\/a> for more!<\/em><\/p>","post_title":"Want to Shake Up Your CSR? Try the Three Peaks Challenge","post_excerpt":"This summer, Iterators will take on the National Three Peaks Challenge. They'll climb the highest mountains in England, Scotland, and Wales.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"want-to-shake-up-your-csr-try-the-three-peaks-challenge","to_ping":"","pinged":"","post_modified":"2022-02-28 17:32:11","post_modified_gmt":"2022-03-01 01:32:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98744","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 28, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Three Peaks Challenge\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/want-to-shake-up-your-csr-try-the-three-peaks-challenge\/"},{"ID":97219,"post_author":"88","post_date":"2022-02-25 03:42:45","post_date_gmt":"2022-02-25 11:42:45","post_content":"<p>As marketers, it can be easy to focus our resources on acquiring new customers. Nurturing these customers with hyper-personalised experiences that will build long-term loyalty is just as important\u2014but no doubt a challenge.<br \/>\r\n<br \/>\r\nJoin us and hear from marketing leaders at Pandora and AllSaints, as we discuss how you can engage with your customers throughout the entire journey and build meaningful interactions across the lifecycle.<\/p>\r\n<p><span style=\"font-weight: 400;\">In this session, you will:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Learn the top tips to building long-term customer relationships<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Discover the latest trends in loyalty marketing and the shift to LTV<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Learn the right KPIs to track to increase loyalty<\/span><\/li>\r\n<\/ul>","post_title":"Loyalty vs Retention: Trends To Level-Up Your Customer Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"loyalty-vs-retention-trends-to-level-up-your-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-03-09 13:27:16","post_modified_gmt":"2022-03-09 21:27:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=97219","menu_order":9,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 25, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/loyalty-vs-retention-trends-to-level-up-your-customer-engagement\/"},{"ID":98676,"post_author":"79","post_date":"2022-02-24 10:24:16","post_date_gmt":"2022-02-24 18:24:16","post_content":"<p>At the end of the day, everything we do as marketers\u2014sending direct mailers, creating email campaigns, sending push notifications\u2014is meant to move customers through the funnel to a purchase. But, there are strategies we can use to increase the value of each order a customer places while establishing and maintaining strong relationships.<\/p>\r\n<p>Average Order Value (AOV) is the total order dollar amount in a given timeframe divided by the total number of customers in the same timeframe. So, for example, if in one year you have total sales revenue of $5,000 and 100 customers, your AOV for the year is $50. Increasing AOV is important because the higher the AOV, the more money you\u2019re getting from each individual customer and, as a result, each customer\u2019s inherent lifetime value increases.<\/p>\r\n<p>But, before we do a full-blown AOV deep-dive, we have to point out, as <a href=\"https:\/\/www.shopify.com\/blog\/average-order-value\" target=\"_blank\" rel=\"noopener\">Shopify<\/a> mentions, that AOV isn\u2019t a perfect calculation. Relying on just the average, without also looking at the median (middle number) and mode (most frequently occuring number), only gives your brand a small view of customer behavior.<\/p>\r\n<p>In the example Shopify provides, a business has an AOV of $24 but modal orders are $15\u2014meaning the majority of the orders were $15. Aiming to increase the modal orders, rather than focusing on the average, could actually impact the bottom line more. Say the modal orders increase to $20, you\u2019re adding more total value while just one higher value order can skew the average.<\/p>\r\n<p>But, AOV is still a valuable metric for keeping track of orders. So, let\u2019s look a bit deeper into some ways marketers can increase AOV.<\/p>\r\n<h3>1. Try Free Delivery Thresholds<\/h3>\r\n<p>Let\u2019s start with the basics. As a customer, when you\u2019re building an online order and head to the checkout page, the delivery fee can stop you from placing that order. \u201c<a href=\"https:\/\/blog.upsellit.com\/drake-and-the-psychology-of-free-shipping\/#:~:text=By%20clearly%20displaying%20free%20or,transparent%20about%20shipping%20costs%20upfront.\" target=\"_blank\" rel=\"noopener\">56% of shoppers<\/a> abandon their online shopping carts when they encounter unexpected costs.\u201d But, if there\u2019s a way to remove the delivery fee, by adding a price threshold\u2014free shipping when you spend $X\u2014it\u2019s, for some reason, more appealing. You, as the consumer, are spending around the same amount of money (or maybe even more), but the money is now contributing to the order value versus being spent on shipping.<\/p>\r\n<p>According to <a href=\"https:\/\/knowledge.wharton.upenn.edu\/article\/how-the-offer-of-free-shipping-affects-on-line-shopping\/\" target=\"_blank\" rel=\"noopener\">Wharton<\/a>, \u201cApproximately 60% of online retailers cite \u2018free shipping with conditions\u2019 as their most successful marketing tool.\u201d One reason for the success of free shipping, even with a price threshold, is that it justifies the online purchase. With a shipping charge, customers are more likely to abandon their cart, saying they can pick up the item in-store to avoid the <a href=\"https:\/\/cxl.com\/blog\/shopping-cart-abandonment-how-to-recover-baskets-of-money\/#.\" target=\"_blank\" rel=\"noopener\">unexpected cost<\/a>. If there\u2019s no shipping cost, but more items are added to the order, it helps ease customer concerns about additional fees, increasing AOV.<\/p>\r\n<h3>2. Implement Cross-Channel Marketing<\/h3>\r\n<p>Next, we have cross-channel\u2014or <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/omnichannel-vs-multi-channel-marketing-is-there-a-difference\/\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a>\u2014marketing as a method for increasing AOV. A quick refresher: cross-channel marketing is connecting with customers across various marketing channels. These channels can include <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, etc. The key to a successful cross-channel marketing strategy is making the experience seamless for customers. For instance, changing the content that gets delivered via each channel to increase the likelihood of engagement.<\/p>\r\n<p>But, back to AOV. When customers have the opportunity to interact with a cross-channel campaign, they actually end up purchasing orders of higher value. According to <a href=\"https:\/\/www.retaildive.com\/spons\/three-reasons-to-adopt-an-omnichannel-marketing-strategy-backed-by-data\/554569\/#:~:text=Omnichannel%20Marketers%20Earn%20Higher%20AOV&amp;text=The%20average%20order%20value%20(AOV,out%20to%20%2466.31%20per%20order.\" target=\"_blank\" rel=\"noopener\">Retail Dive<\/a>, \u201cThe average order value (AOV) of customers interacting with a single-channel campaign spent only $58.70 on average, while omnichannel campaigns earned a 13% higher AOV.\u201d There\u2019s a personalized aspect to cross-channel campaigns that show your brand is paying attention. When you can cater to the needs of your customers by connecting with them how they want to be reached, it increases retention and builds trust, resulting in higher average order value.<\/p>\r\n<h3>3. Lift AOV with Gamification<\/h3>\r\n<p>We\u2019ve touched a bit on <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification<\/a> and how adding an element of \u201cplay\u201d to the buying process can improve the overall experience, but how does it increase AOV? <a href=\"https:\/\/neilpatel.com\/blog\/boost-average-order-value\/\" target=\"_blank\" rel=\"noopener\">Neil Patel<\/a> uses <a href=\"https:\/\/www.mcdonalds.com\/us\/en-us.html\" target=\"_blank\" rel=\"noopener\">McDonald\u2019s<\/a> as a perfect example. During their <a href=\"https:\/\/en.wikipedia.org\/wiki\/McDonald%27s_Monopoly\" target=\"_blank\" rel=\"noopener\">Monopoly campaign<\/a>, McDonald\u2019s offers peel-off game pieces that can be combined for prizes. A larger order (physically, and price-wise) means more stickers, which means more chances to win.<\/p>\r\n<p>In an online world, adding less-literal elements of gamification can help encourage check-out. <a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener\">Amazon<\/a>, for example, uses a progress bar to show what the steps are in the checkout process so shoppers can see how much longer it will take to complete their purchase.<\/p>\r\n<p>Upon checkout, <a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>, the food delivery app, now provides a <a href=\"https:\/\/www.restaurantbusinessonline.com\/technology\/new-doordash-feature-doubledash-allows-orders-2-businesses-once\" target=\"_blank\" rel=\"noopener\">DoubleDash<\/a> option. If there\u2019s a restaurant on the driver\u2019s route, customers can add items from other restaurants to their order. The experience is gamified because once the original order is placed, there\u2019s a timer counting down the minutes users have left to add other restaurants their order. The timer encourages customers to take advantage of the deal, increasing AOV.<\/p>\r\n<h3>Customer Experience is Key for Increasing AOV<\/h3>\r\n<p>The common denominator in free shipping promos, cross channel marketing, and gamification is reducing friction in the customer experience. Customers want to have confidence in the brands they are shopping with and in each of these strategies, brands are aiming to build trust and establish customer relationships.<\/p>\r\n<p>So, while increasing AOV is beneficial for tracking your brands\u2019 success, it shouldn\u2019t be the primary goal. By keeping your customers\u2019 needs and wants top-of-mind and striving to create a frictionless customer experience, it\u2019s likely average order value will increase as a result.<\/p>\r\n<p><em>To learn more about building a frictionless customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"3 Ways to Increase AOV and Why that Matters","post_excerpt":"AOV is a valuable metric for keeping track of orders, so let\u2019s look a bit deeper into some ways marketers can increase AOV.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ways-to-increase-aov-and-why-that-matters","to_ping":"","pinged":"","post_modified":"2022-02-24 10:24:16","post_modified_gmt":"2022-02-24 18:24:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98676","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 24, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Increasing AOV\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-ways-to-increase-aov-and-why-that-matters\/"},{"ID":98644,"post_author":"79","post_date":"2022-02-22 10:03:31","post_date_gmt":"2022-02-22 18:03:31","post_content":"<p>What does \u201cpersonalized marketing\u201d really mean? In part three of our Winning Customer Loyalty Series, we\u2019ll be diving deeper into some thoughts on <a href=\"https:\/\/iterable.com\/blog\/a-personalization-checklist-to-keep-in-your-back-pocket\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>\u2014specifically individualization\u2014shared by Forrester\u2019s Brendan Witcher, who was featured in our webinar \u201c<a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">Hot or Not: The 2022 Imperatives for Winning The Loyalties of Today\u2019s Consumers<\/a>.\u201d<\/p>\r\n<p>Personalization is the umbrella under which individualization lives. Personalized marketing is all about creating a unique, relevant experience for consumers interacting with your brand. Through segmentation and triggered messages, brands can achieve a level of personalization that promotes engagement and brand interactions. However, creating a unique customer experience should be about building a long-lasting relationship. So, while brands may think they\u2019re acing personalization, customers have to be able to feel the impact of their efforts.<\/p>\r\n<blockquote>\r\n<p><em>\u201cThe truth of the matter is most companies today don't get personalization, right? And it comes a lot from not understanding who the customer is.\u2019\u201d- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>To take personalization one step further, brands need to start investing in individualization\u2014make the customer feel like they\u2019re the only one you\u2019re talking to.<\/p>\r\n<h3>What is Individualization in Marketing?<\/h3>\r\n<p>Individualized marketing is an advanced level of personalized marketing. It\u2019s about building a customer profile for each user. Think beyond personas and segments and get into what the individual customer needs and wants. If you\u2019re building a personalization cake, customization and segmentation are the base layers of creating unique experiences and individualization is the icing on top.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIf you don't understand who the customer is\u2026you can't move to this next generation of personalization, which is individualization\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>The key to individualization is forming a holistic picture of each customer\u2014not easy. In the past, we\u2019ve used segments and personas to group customers into similar buckets, allowing us to appeal to multiple customers at a time with similar, yet customized messaging.<\/p>\r\n<p>With individualization we\u2019re aiming to create one-to-one relationships to appeal to the one customer you\u2019re trying to reach. As <a href=\"https:\/\/www.liftigniter.com\/blog\/blog\/personalization-vs-individualization-is-your-companys-idea-of-marketing-personalization-outdated\" target=\"_blank\" rel=\"noopener\">LiftIgniter<\/a> says, \u201cIndividualization speaks directly to each individual within those groups, and requires a much richer data set.\u201d What\u2019s interesting, however, is why this level of personalization has started to gain popularity.<\/p>\r\n<h3>Why Individualization Matters Now<\/h3>\r\n<p>Personalized marketing is no longer optional. It\u2019s not a nice-to-have, it's a need-to-have. As a result of the <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> brought on by the Covid-19 pandemic, customers are aware of brands\u2019 capabilities and expect more. Like <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> said, \u201cSeventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn\u2019t happen.\u201d Personalization is standard practice. What\u2019s new, however, is the idea that brands can reach individuals and tailor marketing messages to those individuals.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIndividualization focuses on two very important parts. It focuses not on the customer lifecycle, but on that experience right there. What does this customer want right here, right now?\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Like we mentioned in <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">part one of this series<\/a>, customers are drawing industry-agnostic comparisons between brands. Meaning that when one digital brand advances their customer experience, customers now expect that capability from all digital brands they interact with, regardless of industry. So, the advancement of data capabilities allows brands to implement individualization, and, because of that, it\u2019s becoming an expectation. It\u2019s a snowball effect. If a pizza brand can offer a customer a coupon for their <a href=\"https:\/\/www.mbaskool.com\/business-concepts\/marketing-and-strategy-terms\/1731-individual-marketing.html\" target=\"_blank\" rel=\"noopener\">favorite pizza<\/a>, for example, customers will start wondering why their go-to clothing brand can\u2019t do the same. The best part? When a brand shows they know their customers, it establishes loyalty.<\/p>\r\n<h3>How It Builds Loyalty<\/h3>\r\n<p>Think about any relationship you\u2019re in, outside of work. When the other person pays attention to your likes and dislikes, your wants and needs, and understands your perspectives, it establishes trust. It\u2019s not easy to find someone that knows you inside and out, so when you do, you hang onto them. Same thing goes for a customer-brand relationship.<\/p>\r\n<blockquote>\r\n<p><em>\u201cOur [customer] relationship is a two way street. It's not just saying, well, we know you're interested in buying something. And so we're now going to send you a promotion. It's about saying, what do you value? What do you need? What's going to keep you loyal to our brand when we know that what we carry, lots of other people carry too. And telling you what we carry or what we offer isn't going to keep you as a loyal customer.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>As a brand you may think, \u201cwell, that\u2019s fine and dandy, but how am I supposed to appeal to individuals without being able to get information from the customer?\u201d Here\u2019s the thing, customers are very willing to share their data with you if it means they\u2019ll have an individualized experience going forward. Really, you just have to ask. <a href=\"https:\/\/iterable.com\/blog\/how-spotify-wrapped-used-zero-party-data-for-good\/\" target=\"_blank\" rel=\"noopener\">Zero-party data<\/a> is the wave of the future. The key, however, is that once you have that invaluable information, you have to do something with it.<\/p>\r\n<blockquote>\r\n<p><em>\u201cNow, what do you need to do to get information out of customers? You have to add perceivable value to the experience for them to share. This is so key and people forget it all the time. You hear about these surveys and people talk about privacy and we don't want to share. There's a big lie. We love talking about ourselves.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>The moral of the story? Talk to your customers, use those conversations to collect data, and use that data to create individualized customer experiences to establish a relationship and win customer loyalty.<\/p>\r\n<p><em>To get the inside scoop on individualization, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 3: Individualization is the New North Star","post_excerpt":"To take personalization one step further, brands need to start investing in individualization\u2014make the customer feel special. But, how?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-3-individualization-is-the-new-north-star","to_ping":"","pinged":"","post_modified":"2022-02-22 10:03:31","post_modified_gmt":"2022-02-22 18:03:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98644","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"individualization for Customer Loyalty\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/"},{"ID":98573,"post_author":"79","post_date":"2022-02-16 08:46:54","post_date_gmt":"2022-02-16 16:46:54","post_content":"<p>Brands are no longer faceless and amorphous, they\u2019re starting to identify themselves through their beliefs and the causes they support. Not only that, but customers are starting to expect action and authenticity from the brands they shop with.<\/p>\r\n<p>The <a href=\"https:\/\/www.havasgroup.com\/press_release\/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism\/\" target=\"_blank\" rel=\"noopener\">Havas 2021 Meaningful Brands study<\/a> reported that, according to consumers, less than half (47%) of brands are seen as trustworthy and 75% could disappear and would be easily replaced. There exists an expectation gap in consumers\u2019 relationships with brands and businesses. Consumers seek authentic, meaningful, and sustainable action for the good of society and the planet, but are feeling sorely let down by empty promises.<\/p>\r\n<p>To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month. Last year we put together <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">three email strategies<\/a> for executing authentic marketing during Black History Month. This year, we\u2019re looking at brands who have applied our strategies and demonstrated genuine marketing at the halfway point of the month. Before we get into some examples, however, let\u2019s first look at the Black History Month origin story.<\/p>\r\n<h3>The Origin of Black History Month<\/h3>\r\n<p>Black History Month started with the creation of the Association for the Study of African American Life and History (ASALH) in 1915. Historian Carter G. Woodson and minister Jesse E. Moorland <a href=\"https:\/\/www.history.com\/topics\/black-history\/black-history-month\" target=\"_blank\" rel=\"noopener\">started the association<\/a> with the goal of \u201cresearching and promoting achievements by Black Americans and other peoples of African descent.\u201d<\/p>\r\n<p>In 1926 the group decided to dedicate a week\u2014the second week in February\u2014to celebrating Black History. Later, in the 1960s, partially due to the civil rights movement, some colleges started celebrating Black History Month. In 1976 President Ford officially recognized February as Black History Month and called upon Americans to \u201cseize the opportunity to honor the too-often neglected accomplishments of Black Americans in every area of endeavor throughout our history.\u201d<\/p>\r\n<p>Today, during Black History Month, we aim to celebrate the achievements of the Black community and call all communities to action through advocacy and service. It\u2019s important marketers don\u2019t take advantage of this month to promote their brand, but instead create genuine messages that support the meaning of Black History Month. Let\u2019s take a look at some winning examples.<\/p>\r\n<h3>1. Collaborate with Employees<\/h3>\r\n<p>Brands can recognize Black History Month by looking inwards and highlighting Black employees. As a way to support employees who don\u2019t always have access to opportunities, brands should aim to lift up and encourage Black employees during Black History Month (and always).<\/p>\r\n\r\n[caption id=\"attachment_98586\" align=\"alignnone\" width=\"1038\"]<img class=\"size-full wp-image-98586\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-mail-google-mail-u-0-2022-02-14-08_57_47-edit-1.png\" alt=\"Uber Employee Collaboration\" width=\"1038\" height=\"2099\" \/> <em>As a way to support their driver, Sierra, Uber brought attention to the brand she created.<\/em>[\/caption]\r\n\r\n<p><a href=\"http:\/\/www.uber.com\" target=\"_blank\" rel=\"noopener\">Uber<\/a>, the rideshare app, chose to spotlight one of their drivers, Sierra Taylor. What is especially admirable about this email is that Uber is showcasing Sierra\u2019s company, <a href=\"https:\/\/www.cocoandcoal.com\/\" target=\"_blank\" rel=\"noopener\">Coco &amp; Coal<\/a>. Uber is self-aware and understands that their drivers often use driving as a way to make additional income, so they brought attention to Sierra\u2019s main gig: her own brand. Uber is a giant that made over $11 billion in 2020 and has a huge customer-base. It\u2019s impactful when mega-corporations can reach out and help the startups and small businesses, especially those that are <a href=\"https:\/\/www.uschamber.com\/co\/start\/strategy\/black-owned-businesses-directories\" target=\"_blank\" rel=\"noopener\">Black-owned<\/a>.<\/p>\r\n<h3>2. Support Charitable Causes<\/h3>\r\n<p>Brands can also show support during Black History Month by putting their money where their mouth is. A lot of these huge, well-known brands have a lot of money to dole out to various charities and selecting Black organizations is a way for brands to contribute year-round. Companies can offer donation-matching where they will match the donations made by employees or they can give a percentage of sales to these organizations.<\/p>\r\n\r\n[caption id=\"attachment_98580\" align=\"alignnone\" width=\"1101\"]<img class=\"size-full wp-image-98580\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-mail-google-mail-u-0-2022-02-14-09_24_13-edit-2.png\" alt=\"West Elm Black History Month\" width=\"1101\" height=\"734\" \/> <em>To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month<\/em>[\/caption]\r\n\r\n<p>Furniture brand, <a href=\"https:\/\/www.westelm.com\/\" target=\"_blank\" rel=\"noopener\">West Elm<\/a>, featured this tile in one of their promotional emails that said when you shop certain collections, they\u2019d donate 50% of the proceeds to the <a href=\"https:\/\/15percentpledge.org\/\" target=\"_blank\" rel=\"noopener\">15 Percent Pledge<\/a>\u2014an organization urging businesses to dedicate 15% of their shelf space to Black-owned brands\u2014 and the <a href=\"https:\/\/naacp.org\/\" target=\"_blank\" rel=\"noopener\">NAACP<\/a>. Once clicked, this tile takes users to a Black History Month <a href=\"https:\/\/www.westelm.com\/pages\/features\/black-history-month\/?cm_ite=bnr_all3&amp;tp=i-1NGB-Q2P-2cEb-2JwyrXT-1n-3caXu-1c-2Jwpoi5-l78cyqWXz4-1h4VOY&amp;cm_ven=PROMO&amp;cm_cat=CAT&amp;cm_pla=2022-02-11_WE_CasualSeating_FF1&amp;cm_em=02:728FA0F3865AC3A635B8622497C8ECA95B8CF5A9F2D2F44CCA1286F7B3F5F91F&amp;dtm_em=90161b4f580c747aa6ea7b803cd93197&amp;om_mid=623633\" target=\"_blank\" rel=\"noopener\">landing page<\/a> that further explains the partnership with these organizations and has links to shop LOCAL products.<\/p>\r\n<h3>3. Extending Beyond February<\/h3>\r\n<p>There needs to be thought behind the messaging that shows there\u2019s a reason your brand is highlighting this month and continuing efforts outside of February. If it\u2019s just participation for the sake of participation, for just one month, it could appear like you\u2019re pandering to your audience. Also, if your brand decides to recognize Black History Month in your marketing messages, it should be related to your brand or product offering. If you put out an email that is completely unrelated to anything your brand does or can do, it will come off as disingenuous.<\/p>\r\n\r\n[caption id=\"attachment_98604\" align=\"alignnone\" width=\"1225\"]<img class=\"size-full wp-image-98604\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-reallygoodemails-emails-hulu-celebrates-black-history-month-2022-02-15-13_22_49-edit.png\" alt=\"Hulu Black History Month\" width=\"1225\" height=\"5250\" \/> <em>Hulu used their wealth of content to highlight Black artists and creators\u2014in February and beyond. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/hulu-celebrates-black-history-month\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.hulu.com\/\" target=\"_blank\" rel=\"noopener\">Hulu<\/a>, a streaming service, for example, sent the above email. To recognize Black History Month, Hulu compiled a collection of content by Black creators. Hulu has oodles of content, so they were able to use their product to showcase and celebrate Black artists. In addition, using our advice from last year, Hulu also made Black History Month the jumping-off point for permanent change. This doesn\u2019t say \u201cget access to this content before it\u2019s gone!\u201d it says \u201call February long\u2014and beyond.\u201d<\/p>\r\n<h3>So Far, So Good<\/h3>\r\n<p>At the halfway point of Black History Month, brands are supporting the cause in a variety of ways. Whether it\u2019s spotlighting employees or contributing to charities, we hope to see a continuation of these efforts year-round. Authentic marketing is about doing something not because the customer expects it, but because it aligns with your brand\u2019s mission and message. If you believe in something, your brand should stand behind that cause and support it wholeheartedly. Customers want authenticity and to know they are shopping with a brand that cares.<\/p>\r\n<p><em>To learn more about Iterable\u2019s culture and diversity initiatives, click <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/em><\/p>","post_title":"Authentic Marketing During Black History Month 2022","post_excerpt":"To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"authentic-marketing-during-black-history-month-2022","to_ping":"","pinged":"","post_modified":"2022-02-16 09:08:14","post_modified_gmt":"2022-02-16 17:08:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98573","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black History Month Review of Authentic Marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/"},{"ID":98422,"post_author":"79","post_date":"2022-02-10 09:04:26","post_date_gmt":"2022-02-10 17:04:26","post_content":"<p>The previous article in this series\u2014which shared our views of concepts covered in <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">our webinar featuring Forrester\u2019s Brendan Witcher<\/a>\u2014discussed what it looks like to go from <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">good to great, in terms of the customer experience<\/span><\/a>. In short, the article explained an increase in customer expectations\u2014if one digital brand, regardless of industry, has certain experience-improving features on their website, customers expect to find the same features with other digital brands.<\/p>\r\n<p>With an array of options, customers are quick to adopt, and just as quick to abandon, the brands they choose. That is, unless there is a differentiating factor that makes one brand a clear choice.<\/p>\r\n<p>This article will explore our thoughts on the differences between hyper-adoption and hyper-abandonment and how they interact. Plus, we'll examine why they both matter when it comes to creating customer loyalty.<\/p>\r\n<h3>What Are Hyper-Adoption and Hyper-Abandonment?<\/h3>\r\n<h4>Hyper-Adoption Defined<\/h4>\r\n<p>Hyper-adoption is pretty much exactly what it sounds like. It\u2019s an onslaught of customers who have adopted your brand because it solves a problem or meets a need. Think about <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2018\/06\/08\/the-hyper-adoption-of-voice-technology\/?sh=1ca469fe7058\" target=\"_blank\" rel=\"noopener\">voice technology<\/a>, for example. At this point, we\u2019ve all asked Alexa the weather or started a sentence with \u201cHey Google.\u201d Voice technology was adopted quickly because it gave people a newer, faster, and easier way to execute tasks.<\/p>\r\n<p>In a digital world, hyper-adoption is rampant because the barrier to entry is extremely low. Users type in an email address and a password and boom\u2014they\u2019re subscribers. It\u2019s super easy for customers to try a product or become a member because they don\u2019t have to leave their sofa. But, that means it\u2019s just as easy to ditch a brand.<\/p>\r\n<h4>Hyper-Abandonment Defined<\/h4>\r\n<p>If the tides change and the product that was once a necessity becomes obsolete or no longer solves a problem, customers will abandon a product as quickly as they adopted it. Nowadays, however, it\u2019s not just the product that determines whether or not a customer abandons your brand. The customer experience has a lot to do with it.<\/p>\r\n<blockquote>\r\n<p><em>As Brendan mentioned in the webinar, \u201c61% of customers said they\u2019re unlikely to return to a website that doesn\u2019t provide a satisfactory customer experience.<\/em><\/p>\r\n<p><em>What is that word? Satisfactory. Why is that so important? Because \u2018satisfactory\u2019 isn't up to the company. It's up to the consumer. And that means that each consumer is going to have their own things that make them satisfied. \u201c<\/em><\/p>\r\n<\/blockquote>\r\n<p>The way we see it, \u201cSatisfactory\u201d is completely subjective. Appealing to each individual customer\u2019s definition of satisfactory can become a challenge. To avoid hyper-abandonment, brands need to create a catch-all experience that is beneficial to everyone.<\/p>\r\n<h3>Pivoting to Meet Customer Expectations<\/h3>\r\n<p>To create a universally beneficial customer experience, brands need to keep an ear to the ground to understand what trends are emerging and what other digital brands are offering. As we mentioned in <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">Part 1 of this series<\/a>, customers no longer compare brands within the same industry, they compare across all digital brands. If one brand offers a certain experience, regardless of industry, customers are expecting the same capabilities from the other digital brands they interact with.<\/p>\r\n<p><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a>\u2014founded in 1997\u2014is a great example of pivoting out of hyper-abandonment into hyper-adoption. To expand on this, back in the day, Netflix would send DVDs to their customers. Customers created a <a href=\"https:\/\/itstillworks.com\/netflix-queue-12871.html\" target=\"_blank\" rel=\"noopener\">queue<\/a> and the movies would be sent to them in that order. But, as brands like Hulu\u2014founded in 2007\u2014started to gain traction, Netflix realized customers were starting to abandon their brand in exchange for these cloud-based streaming services. So, Netflix pivoted and, in 2007, started offering streaming services.<\/p>\r\n<p>Netflix was able to (and continues to) stay on the cusp of customer expectations, building loyalty amongst subscribers.<\/p>\r\n<h3>Why Meeting Expectations Creates Loyalty<\/h3>\r\n<p>Pivoting means your brand is listening to what your customers are looking for. By shifting to meet expectations, brands are building trust with their customers versus letting them move to a more convenient competitor. What happens if your brand doesn\u2019t pivot fast enough or at all?<\/p>\r\n<p>Let\u2019s look at <a href=\"https:\/\/www.redbox.com\/\" target=\"_blank\" rel=\"noopener\">Redbox<\/a>, for example. Once Netflix gained popularity, Redbox capitalized on the fact that people didn't want to wait to get DVDs in the mail, so they offered customers a way to get them when they wanted\u2014through a kiosk. But, as Netflix pivoted to streaming, Redbox stood staunchly behind their kiosks. They pivoted in their own way: from DVDs to Blu-Rays, and now, to video games, but it wasn\u2019t what customers needed. \u201cDVD sales have <a href=\"https:\/\/nationalinterest.org\/blog\/buzz\/how-redbox-still-business-123446\" target=\"_blank\" rel=\"noopener\">plummeted an astounding 86 percent since 2008<\/a> whereas streaming services have seen sales jump 1,231 percent since 2011. Blu-Ray sales are also declining fast as well.\u201d<\/p>\r\n<p>Redbox went from hyper-adoption to hyper-abandonment in the blink of an eye because they started to look outdated, like they weren\u2019t paying attention. Customer trust started to disintegrate when new, easier, more convenient options became available. What\u2019s Redbox up to now? Well, they finally pivoted and are trying to get into the streaming game, but perhaps a bit too late.<\/p>\r\n<h3>Strive to Understand Your Customers<\/h3>\r\n<p>Understanding all of your customers has to start with understanding some. Looking at each segment and understanding their challenges can help guide where your brand will pivot next. But, to do this, brands have to be willing to adapt.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou're not going to do one thing and win every single customer out there. That's not how it works. It never works out. If you're waiting and sitting around for that silver bullet thing, that's going to win 50% of consumers, that's not how it works. You have to segment your customers' pain points and say, what are they looking for? Some customers want this. Some customers want that.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>What hyper-adoption and hyper-abandonment show us is that it\u2019s okay for brands to change. In fact, customers appreciate it. If a brand can evolve with customers\u2019 expectations, and solve for their pain points, it will only solidify the relationship. In the next part of this series, we\u2019ll take a look at how to individualize the experience using the available customer data.<\/p>\r\n<p><em>To get Brendan\u2019s take on hyper-adoption and hyper-abandonment, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the full webinar<\/a>.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 2: Hyper-Adoption vs. Hyper-Abandonment","post_excerpt":"This article will explore our thoughts on the differences between hyper-adoption and hyper-abandonment and how they interact.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment","to_ping":"","pinged":"","post_modified":"2022-02-10 09:04:26","post_modified_gmt":"2022-02-10 17:04:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98422","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hyper-adoption vs. hyper-abandonment\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/"},{"ID":98339,"post_author":"79","post_date":"2022-02-09 09:36:21","post_date_gmt":"2022-02-09 17:36:21","post_content":"<p>At this point, we\u2019ve <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">hammered home the fact<\/a> that, in most cases, brands should aim to <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">focus on customer retention<\/a>. We\u2019ve all heard how acquiring a new customer can cost up to <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">five times more<\/a> than retaining an existing one. But, what we don\u2019t always talk about is what to do with the customers who don\u2019t come back. What should your brand do with the customers that are neither here nor there\u2014not new but also aren\u2019t continuing their relationship with your brand?<\/p>\r\n<p>Throughout this article we\u2019ll start by defining customer churn and segmentation. Then, we\u2019ll explore how brands can analyze and approach this group of churned customers to rebuild the relationship. Let\u2019s get to it.<\/p>\r\n<h3>What is a Customer Churn?<\/h3>\r\n<p>We\u2019re going back to basics for a hot second by defining customer churn. Customer churn isn\u2019t always clear-cut. As we covered in our <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback ebook<\/a>, \u201ccustomer churn can refer to customers who have completely stopped interacting or unsubscribed\u201d but it can also refer to customers who have reduced how often they interact with your brand, compared to how often they used to. So, from the get-go, your brand has to first determine how you define churn.<\/p>\r\n<p>Once your brand has established what qualifies a churned customer, you have to decide how you\u2019ll go about re-engaging with them. One approach is to start by grouping like-minded churned customers into categories\u2014also known as segmentation.<\/p>\r\n<h3>What is Segmentation?<\/h3>\r\n<p>Taking one more step back, we\u2019re going to cover segmentation more broadly before we get into segmenting churned customers. Segmentation is one of the first steps in personalizing the customer experience. \u201c<a href=\"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/\" target=\"_blank\" rel=\"noopener\">Segmenting customers<\/a> can help your brand tailor its approach to each group, creating a more relevant experience for each individual.\u201d<\/p>\r\n<p>To start, brands need to create groups of customers based on certain underlying criteria. For example, customers can be segmented based on their location. Then, customers within a certain zip code can be segmented further to pull out those customers who have purchased the same items. Now, your brand has a specific segment of customers who live in the same zip code and have purchased the same item. From there, you can create targeted content specifically for this group of customers. The same method can be used for churned customers.<\/p>\r\n<h3>How Can You Segment Churned Customers?<\/h3>\r\n<p>There are layers to churn, regardless of how your brand defines it. If customer churn for your brand means someone who hasn\u2019t made a purchase in over a month, there may be stepping stones that customers land on before becoming that fully churned customer. This is what your brand needs to pay attention to. A customer who opens emails but hasn\u2019t purchased anything in over a month is different from a churned customer who won\u2019t even open emails.<\/p>\r\n<p><a href=\"https:\/\/www.stitcher.com\/\" target=\"_blank\" rel=\"noopener\">Stitcher<\/a>, a podcast distribution platform, uses this methodology when segmenting their churned customers. Imelda Skinder, a Stitcher Listener Lifecycle Manager, explained that they <a href=\"https:\/\/iterable.com\/activate\/_schedule\/tuned-in-how-stitcher-reactivates-lost-listeners\/\" target=\"_blank\" rel=\"noopener\">group churned customers<\/a> into three segments: \u201cRisk of Churn,\u201d \u201cChurning,\u201d and \u201cChurned.\u201d Those who are a \u201cRisk of Churn\u201d haven\u2019t engaged in 7-13 days, those who are \u201cChurning\u201d haven\u2019t engaged in 14-29 days, and lastly, those who are \u201cChurned\u201d have not engaged in 30+ days.<\/p>\r\n<p>So, instead of tossing all disengaged customers into one big \u201cchurned\u201d bucket, your brand should focus on the small nuances that lead to a customer fully churning. The goal then should be to re-engage them before they reach that final group\u2014but how?<\/p>\r\n<h3>Using Workflows to Connect With Segments<\/h3>\r\n<p>Segmentation is only valuable if you have a way to connect with each segment. What\u2019s better? An automated way to connect with those segments. Creating <a href=\"https:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\/\" target=\"_blank\" rel=\"noopener\">marketing workflows<\/a> gives you the ability to trigger certain marketing messages for certain customers, based on set criteria. In this case, the churn segment would be the criteria.<\/p>\r\n<p>Stitcher, for example, created different workflows for those customers who were at \u201cRisk of Churn\u201d and those who were \u201cChurning.\u201d The \u201cRisk of Churn\u201d workflow is triggered when a customer has been inactive for seven days and the \u201cChurning\u201d workflow is triggered when a customer has been inactive for 15 days. Elements within each workflow are different, depending on what marketing messages those segments need.<\/p>\r\n<h3>Personalizing the Churned Customer Experience<\/h3>\r\n<p>At the end of the day, creating segments, whether for churned customers or fully engaged customers, is about creating a personalized experience. Segmentation allows your brand to send individualized content to customers based on their similar characteristics. But, because of the focus on retaining customers versus acquiring customers, churned customers often fall by the wayside.<\/p>\r\n<p>By segmenting churned customers, brands can tap into a wealth of information about customer behavior and their journeys to churn. Plus, as an added bonus, segmentation can help brands stop customers from churning altogether. Understanding both the steps a customer takes towards purchase and the steps they take towards churning\u2014and then turning those steps into segments\u2014gives your brand a chance to connect with customers on an individual level, demonstrating that your brand values the relationship and can provide a one-of-a-kind experience.<\/p>\r\n<p><em>To learn more about marketing workflows and how to segment churned customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"Churn, Baby, Churn: Analyzing and Segmenting Customer Churn","post_excerpt":"This article will define customer churn and segmentation and explore how brands can analyze and approach churned customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"churn-baby-churn-analyzing-and-segmenting-customer-churn","to_ping":"","pinged":"","post_modified":"2022-02-09 09:36:21","post_modified_gmt":"2022-02-09 17:36:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98339","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Customer Churn Segmentation\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/churn-baby-churn-analyzing-and-segmenting-customer-churn\/"},{"ID":98231,"post_author":"79","post_date":"2022-02-08 09:59:56","post_date_gmt":"2022-02-08 17:59:56","post_content":"<p>Even if you've never encountered the term before it's likely you're already familiar with gamification. Whether you've finally remembered to get that same cafe loyalty card stamped enough times to get a free coffee, made a conscious effort to hit 10 thousand steps a day, or found yourself being bullied into keeping up with your Japanese lessons by an <a href=\"https:\/\/blog.duolingo.com\/gamification-design\/\" target=\"_blank\" rel=\"noopener\">Owl in your phone<\/a>, that is all gamification in action.<\/p>\r\n<blockquote>\r\n<p><em>\"Gamification is 75% Psychology and 25% Technology.\" <\/em><\/p>\r\n<p><em>- <a href=\"https:\/\/www.informationweek.com\/government\/gamification-75-psychology-25-technology\" target=\"_blank\" rel=\"noopener\">Gabe Zichermann<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<p>Gamification is the use of game mechanics and design to make a non-game activity more engaging. In the promotion space this could involve awarding a customer points for each number of dollars purchased, a discount for referring another customer, or even giving them the option to play a trivia game at checkout to win a bonus discount. Whether simple like <a href=\"https:\/\/thepointsguy.com\/guide\/evolution-frequent-flyer-programs\/\">American Airlines<\/a>\u2019 pioneering air miles loyalty program or complex like Nike\u2019s social run tracker app <a href=\"https:\/\/news.nike.com\/news\/what-is-nikefuel\" target=\"_blank\" rel=\"noopener\">Nike<\/a>+, the guiding principle of retail gamification is simple: make an activity more game-like to boost customer experience and incentivize interaction.<\/p>\r\n<p>While it\u2019s easy to grasp the basic concepts behind gamification and clear to see how it can open the door to innovative promotional campaigns, it\u2019s not a process that can be entered into lightly. There\u2019s a process to implementing quality gamification and serious attention must be paid to each step.<\/p>\r\n<h3>Five Part Mental Model for Gamification Success<\/h3>\r\n<p>Before you start on any gamification or promotion strategy, the first thing to identify is the end goal. Is it simply to increase retention\u2014getting a repeat purpose, or getting a user back into your app\u2014or are you trying to incentivise specific behaviours?<\/p>\r\n<p>Once you know the end goal, you need to think about five things:<\/p>\r\n<ol>\r\n\t<li>Key milestones on the journey towards that goal<\/li>\r\n\t<li>Potential interventions to reward and reinforce progress<\/li>\r\n\t<li>Areas where social reinforcement makes sense<\/li>\r\n\t<li>Sensible scaling of difficulty<\/li>\r\n\t<li>Potential addition of side challenges or bonuses to hold interest<\/li>\r\n<\/ol>\r\n<p>Creating cohesive, quality gamification is a serious investment but it\u2019s one well worth considering. More and more businesses are incorporating game-like elements as key pillars of their promotional strategy.<\/p>\r\n<h3>Marketing Investment in Gamification<\/h3>\r\n<p>According to the <a href=\"https:\/\/wfanet.org\/knowledge\/item\/2021\/10\/27\/Majority-of-major-multinationals-now-investing-in-gaming-in-APAC-WFA-research\" target=\"_blank\" rel=\"noopener\">World Federation of Advertisers<\/a>, 32% of marketers reported that they had invested in gaming in 2019. The pandemic-driven jump to online retailers skyrocketed this figure by almost 100% to 62% in 2020. The same survey indicated 108 senior marketers based in Asia reported a significant number of non-gaming brands investing in more advanced forms of gaming communication, with 36% planning to add gamification elements to their webstore or social media channels, 34% intending to market their brand in games, and 21% expressing serious interest in commissioning video games of their own.<\/p>\r\n<h3>Key Examples of Successful Gamification<\/h3>\r\n<p>Many companies have taken this to the next level. KFC has experimented with a Fruit-Ninja style game in Japan called <a href=\"https:\/\/creativepool.com\/magazine\/inspiration\/what-is-gamification-in-marketing-and-why-you-should-be-using-it.23959\" target=\"_blank\" rel=\"noopener\">Shrimp Attack<\/a>. Customers can play in a specific location to get immediate discounts on their future purchase. Stride Rite challenged users to try on shoes in-store while playing a <a href=\"https:\/\/www.gocretail.com\/retail-gamification\/\" target=\"_blank\" rel=\"noopener\">Dance-Dance-Revolution-style game<\/a>. The results showed a healthy conversion rate from shoes danced in to shoes purchased but also increased the time parents and children spent in-store.<\/p>\r\n<p>According to <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\" target=\"_blank\" rel=\"noopener\">Baymard Institute<\/a>, an average of 70% of online customers abandon their cart before completing their purchase. Simple gamification works great to tackle issues like this. Online retailers such as Amazon have added a progress bar to their check-out process to help create urgency and remove uncertainty about how many steps are left to complete the purchase.<\/p>\r\n<p><a href=\"https:\/\/www.talon.one\/blog\/gamified-promotions-everything-you-need-to-know\" target=\"_blank\" rel=\"noopener\">Gamification<\/a> is also a great way to tackle longer-term goals like customer retention. The majority of consumers are familiar with loyalty programs, the power of which can't be overstated, but that's just the beginning of how gamification can enhance the experience of repeat customers.<\/p>\r\n<p>Though gamification is an incredibly diverse field, there are certain characteristics shared by any successful implementation. No matter how practical or playful, quality gamification must be cohesive with the larger brand identity while not distracting from the main customer journey.<\/p>\r\n<h3>The \u2018When\u2019 is as Important as the \u2018How\u2019<\/h3>\r\n<p>The average consumers\u2019 familiarity with basic games means loyalty programs once considered complex are now understood intuitively. Customers of all ages now understand badges are earned for specific activities, collecting a full set of items unlocks a particular skill, expert players are awarded special status, and accumulation of points leads to the next level.<\/p>\r\n<p>It's easy to see how this maps to the retail experience: badges and skills could yield coupon codes, customers given special status could be alerted to flash sales before the general public, and of course points\/levels could be redeemable for a certain discount on any purchase.<\/p>\r\n<p>It\u2019s this second component that is key to a successful gamification campaign that converts \u2014 having an addictive mechanic is no substitute for wider marketing efforts if it isn\u2019t moving the customer towards the checkout. By analyzing and mapping the touchpoints on the customer journey, and ensuring that customers are re-engaged with timely and effective messaging, gamification moves from a buzzword to a precision tool for customer engagement. You can read Iterable\u2019s great <a href=\"https:\/\/iterable.com\/whitepaper\/game-on\/\" target=\"_blank\" rel=\"noopener\">\u2018Game On\u2019 guide<\/a> for more information.<\/p>\r\n<p>Precision in gamification can also go beyond optimization of the customer journey. If used correctly it can foster a relationship specifically with a business\u2019 ideal customer by maintaining their long-term engagement and interest.<\/p>\r\n<h3>Personalization in Rewards is Key<\/h3>\r\n<p>Being an experienced consumer of a particular business used to mean someone able to navigate the quirks of a poorly-run business (think \"<a href=\"https:\/\/www.youtube.com\/watch?v=RqlQYBcsq54\" target=\"_blank\" rel=\"noopener\">No soup for you!<\/a>\"). Now there can be tangible rewards for a customer's experience in a win-win scenario which also helps businesses launch new products, create product evangelists, and get much more creative with promotion.<\/p>\r\n<p>Like everything in promotions that feel playful and casual, well-implemented gamification requires a lot of thought and planning. A company looking to gamify should ensure their approach makes sense with the product and their brand, appeals to their core customer base, and doesn't completely distract customers from the retail experience. It's a delicate balance but with a great plan and the right tools, taking fun seriously is an incredibly powerful way to stand out in the market, motivate customers and make sure they stick around.<\/p>\r\n<p><em>To learn more about how to use gamification to improve your retention and engagement with Talon.One and Iterable, <a href=\"https:\/\/hubs.li\/Q012l_W90\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/em><\/p>","post_title":"Gamification: Loyalty and Messaging Tips to Level Up Your Customer Engagement","post_excerpt":"While it\u2019s easy to see how gamification can open the door to innovative campaigns, it\u2019s not a process that can be entered into lightly.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-02-08 09:59:56","post_modified_gmt":"2022-02-08 17:59:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98231","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Talon.One Gamification\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/"},{"ID":97577,"post_author":"79","post_date":"2022-02-02 14:54:22","post_date_gmt":"2022-02-02 22:54:22","post_content":"<p>Iterable\u2019s Senior Manager of Product Marketing, Anthony Chiulli, sat down with our guest, Brendan Witcher, Forrester Vice President and Principal Analyst, to talk about the <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">2022 imperatives for winning customer loyalty<\/a>. To expand upon some of the concepts touched upon in the webinar, we decided to create a blog series\u2014of which this article is part one.<\/p>\r\n<p>We want to understand what makes customers shop. What makes them choose a certain product? Remember, we\u2019re all customers. Yes, we\u2019re marketers too, but that doesn\u2019t mean we don\u2019t have our own relationships with brands as the consumer. Of course we do. Thinking from the customer perspective instead of the marketer perspective can help shine some light on how your brand can win customer loyalty.<\/p>\r\n<blockquote>\r\n<p><em>Brendan kicked off the webinar with a quote from Jim Collins\u2019 <a href=\"https:\/\/www.amazon.com\/Good-Great-Some-Companies-Others\/dp\/0066620996\/ref=sr_1_1?crid=3GFX8R98LLFBU&amp;keywords=good+to+great&amp;qid=1643135304&amp;s=books&amp;sprefix=good+to+grea%2Cstripbooks%2C134&amp;sr=1-1\">Good to Great<\/a>. \u201cGood is the enemy of great.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>To us, this means that brands often settle for being good enough versus going further to be great. If everyone else is doing what you\u2019re doing, then you\u2019re doing something right, right? You\u2019re doing good enough. But, \u201cgood enough\u201d no longer suffices when it comes to the customer experience. Let\u2019s look at why.<br \/>\r\nIt\u2019s Difficult to Stand Out in a Sea of Similarity<\/p>\r\n<blockquote>\r\n<p><em>Brendan uses the shopping cart example in the webinar: <\/em><\/p>\r\n<p><em>\u201cI want you to imagine that at your local grocery store, there's literally no shopping carts.<\/em><br \/>\r\n<em>I don't mean they're all being used. I mean literally there are no shopping carts. How do you feel about this? You're confused, right? You're angry, you're frustrated.<\/em><\/p>\r\n<p><em>\u2026Where are all the shopping carts at? And the manager looks you straight in the eye and says, we couldn't figure out the ROI of a shopping cart. So we decided to get rid of them. They're hard to maintain. They're hard to manage. They always got that left wheel that pulls you into the aisle. So we got rid of them again. How do you feel at this moment, right? Frustrated, angry? Surprised? Certainly. Probably not delighted. But the thing of it is that we, today, have expectations about shopping.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>The way we see it is that if you, as a customer, walk into a grocery store and they have no shopping carts, you\u2019re going to go to a different store that has carts. This is not because there\u2019s a difference of products\u2014competing based on assortment is a thing of the past\u2014it\u2019s because there\u2019s a difference in experience. If customers can get anything anywhere, there has to be some other differentiating factor that makes them choose your brand over a competitor.<\/p>\r\n<h3>Dealing with Digital Sameness<\/h3>\r\n<p>Fine-tuning and rethinking the customer experience from good to great is a way for brick-and-mortar brands to stand out in a sea of similarity. But now, in an internet-based world, brands are faced with the challenge of digital sameness\u2014the customer experience across websites has become pretty uniform.<\/p>\r\n<blockquote>\r\n<p><em>In a Forrester survey, customers were asked how they feel about the experiences they have with brands. The results? 68% of customers said their customer experiences were OK.<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_97747\" align=\"alignnone\" width=\"1001\"]<img class=\"size-full wp-image-97747\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020222_Winning-Customer-Loyalty-Pt-1_-Survey-Chart.png\" alt=\"Winning Customer Loyalty: CX Index\" width=\"1001\" height=\"700\" \/> <em>A 2021 Forrester survey shows that the majority of customers have an OK experience and none have an excellent experience. Source: Customer Experience Online Survey, 2021.<\/em>[\/caption]\r\n\r\n<p>From these results we can assume that brands are thinking, \u201cwe\u2019re doing what everyone else is doing, so that\u2019s good right?\u201d Yeah it is good, but it\u2019s not great. Living in this safe, comfortable area is incredibly volatile for brands in the digital space. All it takes is one brand to go above and beyond to shift the expectations and turn satisfactory experiences into not-so-satisfactory.<\/p>\r\n<h3>New Experiences Become Customer Expectations<\/h3>\r\n<p>Customers are smart. When there is a part of their journey with a brand that positively impacts their overall experience, and then they switch to a different brand that doesn\u2019t provide the same part, the experience with the second brand is viewed less favorably\u2014not because it\u2019s worse than it used to be, compared to itself, but because it\u2019s worse than the first brand\u2019s experience.<\/p>\r\n<blockquote>\r\n<p><em>Brendan used a banking site as an example:<\/em><\/p>\r\n<p><em>\u201cLet's say that you went to your banking website, okay? There was a problem with your account. And you're saying, okay, I'm not sure what's going on. And then a virtual agent pops up and says, \u2018Hey, you're hovering here. Well, is there something I can help you with?\u2019 And you type into this automated assistant. You say, \u2018Yes, there seems to be a problem with my account.\u2019 So it says, \u2018One moment, please. Sorry, you're having a problem. Let me check.\u2019 And then it comes back and says, \u2018It looks like I might have fixed the problem with your account. Please refresh your browser.\u2019 You refresh your browser. Sure enough, your problems. Great, right?<\/em><\/p>\r\n<p><em>You say, all right, well, [I\u2019ve] got to go to my insurance website. Let's say you go to your insurance website, you go there and there's a problem with your account. What's the first thing you're going to do? You're looking for that virtual agent to pop up, right? That's what you're looking for, but you don't find it. In fact, it's not there. What you will see, though, is a little link that says, \u2018give us a call if you're having a problem with your account.\u2019 Now, as a consumer, are you instantly disappointed? Yes, you are. Did you compare that insurance company to another insurance company? No. You compared it to your last digital experience.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Our takeaway: even though the insurance site has always had this as the option for contacting customer support, the customer just experienced a much more seamless customer experience, making the insurance site feel outdated and the overall experience is viewed negatively.<\/p>\r\n<p>If one brand elevates the digital experience, customers expect all brands to be able to do the same. So, it\u2019s not enough to just have a good experience because it\u2019s easy to get left behind when improvements are introduced.<\/p>\r\n<h3>Customers are Making Industry-Agnostic Comparisons<\/h3>\r\n<p>Customers aren\u2019t comparing your brand to similar brands, they\u2019re comparing your brand\u2019s digital experience to the last digital experience they had. Industry no longer matters\u2014everyone is digital.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou can't just look at your industry. You have to look at what people are experiencing everywhere.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Digital functionality isn\u2019t exclusive by industry, digital brands use third-party tech to enable certain marketing features, and customers are very aware of this. After one great experience, customers will start to think, \u201cwhy isn\u2019t everyone doing this?\u201d So, be sure your brand is doing what it can to stay on the cutting edge of a great\u2014not good\u2014customer experience.<\/p>\r\n<p><em>For more detailed tips and tricks, remember to <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a> and stay tuned for the next article in this series which will focus on hyper-adoption and hyper-abandonment.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 1: From Good to Great","post_excerpt":"We sat down with out guest, Brendan Witcher, Forrester Vice President & Principal Analyst, to discuss 2022 imperatives for winning customer loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-1-from-good-to-great","to_ping":"","pinged":"","post_modified":"2022-02-10 08:55:43","post_modified_gmt":"2022-02-10 16:55:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97577","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Winning Customer Loyalty\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/"},{"ID":97277,"post_author":"79","post_date":"2022-02-02 08:25:27","post_date_gmt":"2022-02-02 16:25:27","post_content":"<p>It's already February. Cupid is peeking his chubby baby head around the corner, pressuring you into buying chocolates and flowers for that special someone. While the season of love is upon us, we thought we\u2019d swap out chocolates and flowers for loyalty and retention by exploring some ways to win your customers\u2019 hearts. Not only that, we want to get into why that actually matters for a brand.<\/p>\r\n<p>Pleasing your customers leads to brand loyalty and brand loyalty leads to customer retention\u2014but so what? Why are loyalty and retention so important? Brand loyalty and retention are about building a relationship with each customer. Just as Valentine\u2019s Day is the height of love\u2014it\u2019s just a piece of a larger, overarching relationship\u2014the same should be said about customer-brand relationships: the best ones are built off a series of great, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">meaningful moments<\/a>.<\/p>\r\n<p>Going beyond the exchange of goods and tapping into the emotional aspects of marketing can benefit your brand. As we unpack the how and why behind these marketing must-haves, think about how this applies to your customers.<\/p>\r\n<h3>Ways to a Customer\u2019s Heart<\/h3>\r\n<p>Unlike the old adage, it\u2019s not through their stomach (<a href=\"https:\/\/iterable.com\/customers\/jersey-mikes\/\" target=\"_blank\" rel=\"noopener\">unless that\u2019s your thing<\/a>). The biggest <a href=\"https:\/\/iterable.com\/blog\/new-year-new-focus-for-marketing-strategies\/\" target=\"_blank\" rel=\"noopener\">marketing trend<\/a> we\u2019ve seen emerging over the past few years is emotional marketing. It almost sounds like an oxymoron, but emotional marketing connects to each customer\u2019s feelings, rather than just trying to sell products. \u201c<a href=\"https:\/\/customerthink.com\/taking-a-step-towards-emotional-branding-in-2022-beyond\/\" target=\"_blank\" rel=\"noopener\">Emotional marketing<\/a> connects people with the things they want and need on a deeply personal level.\u201d<\/p>\r\n<p>And now, with tailored customer experiences for each individual customer becoming the status quo, brands are expected to know <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">how each customer is feeling<\/a> about products or services and should appeal to those sentiments. When comparing a brand that pushes promotional and transactional messaging versus a brand that relates to emotions, which brand do you think customers will prefer? As Deloitte points out in a <a href=\"https:\/\/www.deloittedigital.com\/content\/dam\/deloittedigital\/us\/documents\/offerings\/offerings-20190521-exploring-the-value-of-emotion-driven-engagement-2.pdf\" target=\"_blank\" rel=\"noopener\">recent whitepaper<\/a>, \u201cEmotions inspire and frame the depth of brand loyalty as well as advocacy.\u201d<\/p>\r\n<h3>Why Does Brand Loyalty Matter?<\/h3>\r\n<p>First, you\u2019ll notice we\u2019ve used \u201cbrand loyalty\u201d instead of \u201ccustomer loyalty\u201d thus far. So let\u2019s clarify the difference between the two. Customer loyalty usually focuses on how much the customer spends with your brand\u2014it\u2019s about a monetary value. Brand loyalty, on the other hand, focuses on <a href=\"https:\/\/www.adroll.com\/blog\/customer-loyalty-vs-brand-loyalty\" target=\"_blank\" rel=\"noopener\">how customers perceive your brand<\/a>. Brand loyalty is about connecting with a brand on a personal, emotional level. That\u2019s why we\u2019re using \u201cbrand loyalty.\u201d<\/p>\r\n<p>Okay, but is brand loyalty everything? Honestly, kind of. When customers first approach a new brand, they\u2019re shopping with a more rational mentality\u2014looking for the best price, etc. But, as Deloitte mentions, rational reasoning can be the very reason that a customer no longer shops with your brand. If they\u2019re looking for a good price and your price goes up, they\u2019ll switch to the less expensive competitor brand. But, if you can use emotional marketing to establish brand loyalty, an increase in price isn\u2019t going to deter your customer. They love your brand, so they\u2019ll stick around.<\/p>\r\n<h3>Why Does Customer Retention Matter?<\/h3>\r\n<p>How do you ensure you\u2019ll keep customers around once they're brand-loyal? Why should you? This goes back to the age-old question of <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">acquisition versus retention<\/a>. More often than not, <a href=\"https:\/\/www.mparticle.com\/blog\/customer-acquisition-and-retention\" target=\"_blank\" rel=\"noopener\">it costs more to acquire new customers<\/a>. Not only that, but selling to existing customers is a lot easier than selling to new ones. In fact, the probability of an existing customer buying from your brand is up to <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2020\/01\/29\/the-value-of-investing-in-loyal-customers\/?sh=12c192ed21f6\" target=\"_blank\" rel=\"noopener\">14 times higher<\/a> than the probability of a new customer making a purchase.<\/p>\r\n<p>Plus, as we briefly touched upon earlier, customers that continue to purchase from your brand are more likely to become brand advocates. They\u2019ll tell their friends and family about the amazing product they just bought and convince them to do the same. Because <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a> is highly impactful, these friends and family will become new customers who eventually can become brand-loyal customers and eventual advocates for your brand.<\/p>\r\n<p>It\u2019s one thing to get a customer to become loyal, it\u2019s another to get them to stay loyal. Understanding each customers\u2019 needs and wants will retain your customers and, as a result, you\u2019ll expand your reach.<\/p>\r\n<h3>Brand Loyalty is a Relationship<\/h3>\r\n<p>Brand loyalty goes beyond the dollar amount a customer contributes to your bottom line\u2014brand loyalty is about the relationship your brand builds with each individual customer. Telling a story and eliciting relatable feelings in customers builds a bond stronger than a transactional message. While rational thought may get customers in the door, the story and personal connection is what will keep them coming back.<\/p>\r\n\r\n[caption id=\"attachment_97279\" align=\"alignnone\" width=\"1540\"]<img class=\"size-full wp-image-97279\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-19-at-11.28.51-AM.png\" alt=\"Deloitte Brand Loyalty Relationship\" width=\"1540\" height=\"894\" \/> <em>Emotional marketing establishes brand loyalty, trust maintains that loyalty. Source: <a href=\"https:\/\/www.deloittedigital.com\/content\/dam\/deloittedigital\/us\/documents\/offerings\/offerings-20190521-exploring-the-value-of-emotion-driven-engagement-2.pdf\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>Once the relationship is established and a customer is brand-loyal, the goal is to retain that relationship to turn customers into advocates. And, like in any other relationship, trust is vital. Once the trust is broken between the customer and your brand\u2014say, for example, an order wasn\u2019t delivered correctly\u2014it\u2019s hard to regain.<\/p>\r\n<p>But, by creating real, honest moments\u2014like having customer service answer the inquiry, own up to the mistake, apologize, and provide a discount\u2014the bond can be rebuilt and strengthened. Connecting with customers takes time and effort but, in the end, it\u2019s absolutely worth it.<\/p>\r\n<p><em>Now isn\u2019t the time to shy away from emotions and authenticity. To hear from industry leaders and expert marketers about developing personalized customer experiences, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">register for Activate<\/a>.<\/em><\/p>","post_title":"How to Win Customers' Hearts (and Brand Loyalty)","post_excerpt":"Pleasing your customers leads to brand loyalty, which leads to customer retention\u2014but so what? Why are loyalty and retention so important?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-win-customers-hearts-and-brand-loyalty","to_ping":"","pinged":"","post_modified":"2022-02-02 08:25:27","post_modified_gmt":"2022-02-02 16:25:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97277","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Win Brand Loyalty\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-win-customers-hearts-and-brand-loyalty\/"},{"ID":97360,"post_author":"35","post_date":"2022-01-31 12:00:38","post_date_gmt":"2022-01-31 20:00:38","post_content":"<p>If you work as an engineer at a fast-growing company like Iterable (<a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">we're hiring!<\/a>), you'll find yourself giving technical interviews\u2014<em>lots<\/em> of technical interviews. Interviewing is hard, but I believe that the process for finding great people doesn't need to be antagonistic. It's possible to both improve the quality of information you collect during an interview while also creating a positive experience for candidates.<\/p>\r\n<p>To this end, here are four practices I've adopted to make technical screens more fair, insightful, and collaborative.<\/p>\r\n<h3>Improving the Technical Interview<\/h3>\r\n<h4>1. Choose an appropriate challenge<\/h4>\r\n<p>Before choosing the question for a technical interview, consider how it relates to the role that you're trying to fill. For general hiring, a technical screen is rarely about finding the absolute limit of the candidate's technical ability. More often it's about evaluating their general competency\u2014 and understanding how well they collaborate, communicate, and approach novel problems.<\/p>\r\n<p>Some things to watch for in an interview:<\/p>\r\n<ol>\r\n\t<li>Does the candidate understand the question? Do they ask questions to find the boundaries and edge cases?<\/li>\r\n\t<li>Before writing any code, can a candidate communicate a strategy for solving the problem? How do they respond when they hit a dead end?<\/li>\r\n\t<li>Are they systematic in their approach to debugging? If blocked, how do they break apart code and hone in on the problem?<\/li>\r\n\t<li>How comfortable is the candidate with the languages and frameworks in question? Can they express their intentions through concise, idiomatic code? Do their naming conventions add clarity?<\/li>\r\n\t<li>How do they incorporate feedback? When given hints, can they quickly course correct? Can they refactor existing code to adapt to a new requirement?<\/li>\r\n<\/ol>\r\n<p>If the role in question requires a specific expertise, you'll probably want to vet the candidate's knowledge in that area. Often these kinds of positions are the exception, not the rule. And don't overdo it\u2014people can learn, and it's unlikely that you'll have them working on the exact problems they've solved in previous roles.<\/p>\r\n<h4>2. Break the ice<\/h4>\r\n<p>When an interview starts, be friendly and offer up a bit of personal information. For example, I often mention that I live in Hawaii, that I don't have a CS degree, and that I was never a programmer until I started playing around with HTML in my late 20s. These things humanize me, level the playing field, and build rapport. Five minutes of easy conversation can make an entire interview more comfortable for everyone.<\/p>\r\n<h4>3. Set clear expectations<\/h4>\r\n<p>Every engineer knows the anxiety of jumping into a technical screen without knowing what to expect. What type of question will be asked? How will my answer be evaluated? What happens if I can't complete it?<\/p>\r\n<p>As an interviewer, there's no benefit to being mysterious. After the introduction, I give a clear explanation of the interview format. This helps put candidates at ease, which helps make it easier to evaluate their true ability. I'll say things like:<\/p>\r\n<ul>\r\n\t<li>This is a collaborative exercise\u2014ask me questions!<\/li>\r\n\t<li>Looking something up is part of programming.<\/li>\r\n\t<li>This question doesn't have a \"secret trick\" that unlocks the answer.<\/li>\r\n\t<li>There are no trap doors that will automatically fail you. It's okay to make mistakes, backtrack, and think out loud.<\/li>\r\n\t<li>Even if you don't solve the problem, you might still pass the interview.<\/li>\r\n<\/ul>\r\n<h4>4. Interrupt the struggle<\/h4>\r\n<p>Even with a perfectly tailored question, a great intro, and a clear set of expectations, candidates still get stuck. When this happens, I'll only wait a few minutes before offering help. Depending on the problem I might give a hint, remind a candidate there's no penalty for looking something up, or even reveal part of the answer. I do this because:<\/p>\r\n<ul>\r\n\t<li><strong>Maybe they drew a blank:<\/strong> Interviews are stressful, and people freeze up. If you keep things moving, the candidate can shrug off their frustration, maintain their confidence, and move forward without feeling like they've bombed the interview.<\/li>\r\n\t<li><strong>Maybe they just don't know:<\/strong> It's critical to differentiate a candidate's fundamental knowledge gaps from their momentary blanks. If they get stuck, move the interview along\u2014 a true deficiency may arise more than once, giving you better data.<\/li>\r\n\t<li><strong>Real work involves collaboration:<\/strong> Everyone has the experience of being hopelessly stuck on a problem, only to have someone glance at the code and immediately point out the solution. It's part of being an engineer, and part of being a human. If a candidate takes your feedback and uses it to get unblocked, it can be a great indicator of the humility needed to be a great collaborator.<\/li>\r\n<\/ul>\r\n<p>At the end of the interview you'll know if you've solved the whole problem for the candidate, and the more ground you cover, the more information you'll have to make a fair evaluation. If a hint or two invalidates the entire interview, you probably need to reconsider your question.<\/p>\r\n<h4>Finding the Right Fit<\/h4>\r\n<p>A collaborative and kind technical screening process not only improves the quality of the information you collect, but in a hot job market it's also a competitive advantage. These interviews are a chance for your <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">company's culture<\/a> to shine, and that's a big opportunity\u2026 don't waste it! After all, finding the right people is only part of the problem\u2014a great candidate experience makes them more likely to sign those offer letters, too.<\/p>","post_title":"4 Tips to Improve the Technical Interview","post_excerpt":"To this end, here are four tips I've adopted to make technical interviews more fair, insightful, and collaborative.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-tips-to-improve-the-technical-interview","to_ping":"","pinged":"","post_modified":"2022-01-31 12:00:38","post_modified_gmt":"2022-01-31 20:00:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97360","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"January 31, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Technical Interview Tips\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-tips-to-improve-the-technical-interview\/"},{"ID":97180,"post_author":"79","post_date":"2022-01-25 09:42:27","post_date_gmt":"2022-01-25 17:42:27","post_content":"<p>The word game, <a href=\"https:\/\/www.powerlanguage.co.uk\/wordle\/\" target=\"_blank\" rel=\"noopener\">Wordle<\/a>, has become a global phenomenon. By now, we\u2019re all familiar with those 30 ominous squares, filled with gray, green, or yellow, that determine your mood for the rest of the day. The virality of this simple game has spanned across countries, generations, and platforms, gaining attention on social media and <a href=\"https:\/\/www.youtube.com\/watch?v=QcZWd75Ph4Q\" target=\"_blank\" rel=\"noopener\">late-night television<\/a>. And, unsurprisingly, because of its popularity, Wordle has also captured the attention of marketers.<\/p>\r\n<p>Marketers, from a variety of brands (yes, including Iterable\u2014hi), have noticed the traction Wordle has gained and decided to use it to their advantage. This is known as trendjacking. According to <a href=\"https:\/\/trendjackers.com\/trendjacking-redefining-marketing-buzzword\/\" target=\"_blank\" rel=\"noopener\">Trendjackers.com<\/a>, \u201c[Trendjacking is] a quick and relatively simple method of gaining free exposure by \u2018jacking\u2019 a trend or \u2018riding the wave\u2019 of a hashtag [that] became a commonplace tactic for social media marketers.\u201d Brands are using Wordle in their marketing techniques to relate and connect with audiences in a new way.<\/p>\r\n\r\n[caption id=\"attachment_97181\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-97181 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_Screenshots.png\" alt=\"Examples of Wordle trendjacking in marketing\" width=\"1000\" height=\"450\" \/> <em>From left to right: 1) <a href=\"https:\/\/www.papersource.com\/\" target=\"_blank\" rel=\"noopener\">Paper Source<\/a> sent this GIF via SMS marketing to quickly get customers\u2019 attention. 2) Lego turned Wordle squares into Lego bricks to tie their brand to the trend. Source: <a href=\"https:\/\/twitter.com\/LEGO_Group\/status\/1481234548738469891?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>. 3) Hilton cleverly turned one of their hotels into a giant Wordle game. Source: <a href=\"https:\/\/twitter.com\/Hilton\/status\/1481347782686429187?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>From these examples, we have proof that brands are into trendjacking but, as we saw all of these examples pop up, we started wondering if it really works. Are there benefits to trendjacking? How can brands effectively hop on trends? Well, let\u2019s get into it by starting at the beginning.<\/p>\r\n<h3>How Trendjacking Started<\/h3>\r\n<p>To think about how trendjacking started, we have to think about how trends started. Enter: the hashtag. In 2007 hashtags were originally introduced via Twitter as a way to categorize content. While hashtags were initially met with some resistance, \u201cIn 2009, <a href=\"https:\/\/socialmediaweek.org\/blog\/2018\/02\/history-hashtags-symbol-changed-way-search-share\/\" target=\"_blank\" rel=\"noopener\">Twitter finally embraced them<\/a> and introduced a search tool, so that users could see who else was using a particular hashtag. The following year Twitter introduced \u2018Trending Topics,\u2019 which displays the most popular hashtags at a given time.\u201d<\/p>\r\n<p>Trending topics got the ball rolling for trendjacking. Once brands could see what everyone was talking about, it became easy to get involved in the conversation. When there\u2019s a moment that enters the zeitgeist, brands aim to natively fit into the narrative. Remember the power outage during a certain sporting event? Remember the iconic tweet from <a href=\"https:\/\/www.oreo.com\/\" target=\"_blank\" rel=\"noopener\">Oreo<\/a>? Trendjacking at its finest.<\/p>\r\n\r\n[caption id=\"attachment_97187\" align=\"alignnone\" width=\"1004\"]<img class=\"wp-image-97187 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-24-at-12.15.51-PM.png\" alt=\"Oreo dunk in the dark\" width=\"1004\" height=\"1272\" \/> <em>Oreo saw the conversations that were happening on Twitter and wanted to be a part of them. Source: <a href=\"https:\/\/twitter.com\/oreo\/status\/298246571718483968?lang=en\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>While Oreo\u2019s tweet was a hit, this isn\u2019t always the case for trendjacking brands. Becoming involved in the conversation in the wrong way can bring attention to your brand for all the wrong reasons.<\/p>\r\n<h3>A Double-Edged Sword<\/h3>\r\n<p>Trendjacking can do as much harm as good in a short amount of time. Trendjacking is almost a guarantee that whatever content your brand throws into the mix will be seen by at least a handful of people. So, while the execution has to be quick\u2014to ensure the trend is still a trend when the content goes live\u2014 it also has to be well thought out. If all interpretations of your message are not considered, your content <a href=\"https:\/\/exclusive.multibriefs.com\/content\/trendjacking-the-good-the-bad-and-the-ugly\/marketing\" target=\"_blank\" rel=\"noopener\">could go viral for all the wrong reasons<\/a>.<\/p>\r\n<p>Today, customers are smarter than ever and can easily sniff out inauthentic marketing. If your brand is hopping on a trend, just for the sake of hopping on a trend, without any connection to your brand whatsoever, it\u2019s going to go over like a lead balloon.<\/p>\r\n<p>In 2018, <a href=\"https:\/\/www.iuiga.com\/\" target=\"_blank\" rel=\"noopener\">Iuiga<\/a>, a homegoods brand, tried to enter the conversation around the passing of Singapore\u2019s polar bear, Inuka.<\/p>\r\n\r\n[caption id=\"attachment_97193\" align=\"alignnone\" width=\"1316\"]<img class=\"size-full wp-image-97193\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-24-at-3.21.07-PM.png\" alt=\"When trendjacking goes wrong\" width=\"1316\" height=\"872\" \/> <em>Trying to capitalize on a tragedy is known as \u201cblack hat trendjacking\u201d and Iuiga\u2019s customers were not pleased. Source: <a href=\"https:\/\/www.equinetacademy.com\/trendjacking-in-content-marketing\/\" target=\"_blank\" rel=\"noopener\">Equinet Academy<\/a>.<\/em>[\/caption]\r\n\r\n<p>Trends are short-lived. They\u2019re gone as quickly as they appear and you never want your brand\u2019s poor attempt at trendjacking to last longer than the trend itself. Trendjacking ensures eyeballs on your brand, but jumping on a trend has to have a purpose\u2014especially today. There needs to be brand relevance and thought behind every message your brand puts out. But, when it works, it really works.<\/p>\r\n<h3>Is Trendjacking Worth it?<\/h3>\r\n<p>Based on what we\u2019ve discussed so far, trendjacking seems like a lot of work and kind of risky. Bringing attention to your brand is definitely playing with fire but the payoff, when done correctly, is worth it. Look at the Oreo tweet, for example. That tweet focused on a football game that happened nine years ago but is still used in marketing articles (~getting meta~) today.<\/p>\r\n<p>Now, you\u2019re probably thinking, \u201cit\u2019s great people are still talking about it, but what does that mean for the brand?\u201d Plain and simple: it\u2019s an awareness play. This is a way to get your brand name into the popular conversations that are happening at the moment.<\/p>\r\n<p>No one was thinking about Oreo when the lights went out but, according to Valens Research, \u201cJust a day after it was posted on Twitter, the tweet accumulated around 15,000 retweets, while the Facebook post recorded approximately 20,000 likes. The \u2018Dunk in The Dark\u2019 image also garnered USD 525 million earned media impressions.\u201d If people didn\u2019t know Oreo before, they know it now.<\/p>\r\n<h3>Do More Than Join a Conversation<\/h3>\r\n<p>Like we said before, your brand can\u2019t be part of a trend just to get attention. No one likes a try-hard. It has to make sense. And, in a way, putting the thought and wit behind trendjacking is what makes it work.<\/p>\r\n<p>Brands need to understand the trend fully and understand the combination of the audience of the trend and their own target audience. Who is talking about this subject? Do you, as a brand, want to connect with this group of people? Is this a trend your brand can relate to? Trendjacking is about more than just popping into a conversation and hoping your message becomes viral\u2014it\u2019s about being <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-brand-authenticity\/\" target=\"_blank\" rel=\"noopener\">authentic<\/a>, clever, and relevant.<\/p>\r\n<p><em>To learn more about how your brand can connect with your audience via multiple marketing channels, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"What in the Wordle? A Look at the Impact of Trendjacking","post_excerpt":"Are there benefits to trendjacking? How can brands effectively hop on trends? Well, let\u2019s get into it by starting at the beginning.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-in-the-wordle-a-look-at-the-impact-of-trendjacking","to_ping":"","pinged":"","post_modified":"2022-01-25 09:42:45","post_modified_gmt":"2022-01-25 17:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97180","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 25, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Trendjacking\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-in-the-wordle-a-look-at-the-impact-of-trendjacking\/"},{"ID":97157,"post_author":"35","post_date":"2022-01-20 13:03:26","post_date_gmt":"2022-01-20 21:03:26","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we spoke with <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">email sending and deliverability platform<\/a>, SparkPost, a MessageBird company, to get their expert opinion on all things email. From what has changed during the pandemic to what aspects of those changes will stick around, our chat covers everything you wanted to know about email but were too afraid to ask!\u00a0<\/p>\r\n<h3>Meet Elliot From SparkPost<\/h3>\r\n<p>In chatting with Elliot Ross, Technology Evangelist at SparkPost, we discovered the different areas of email sending and deliverability that marketers should focus on in the coming year. With <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15 and MPP<\/a> taking hold this year, Elliot brought up how marketers should approach the changes to open rate monitoring and some ways marketers should adjust their approach to email marketing and analytics.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Elliot right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/youtu.be\/JgxaZg8pbBg[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/embed\/JgxaZg8pbBg\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: SparkPost Talks About the Future of Email","post_excerpt":"For today's episode we spoke with email sending and deliverability platform, SparkPost, to get their expert opinion on all things email.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-and-listen-sparkpost-talks-the-future-of-email","to_ping":"","pinged":"","post_modified":"2022-01-20 13:13:13","post_modified_gmt":"2022-01-20 21:13:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97157","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"January 20, 2022","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM SparkPost\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-and-listen-sparkpost-talks-the-future-of-email\/"},{"ID":96891,"post_author":"79","post_date":"2022-01-19 05:32:08","post_date_gmt":"2022-01-19 13:32:08","post_content":"<p>For Iterable, 2021 was a year of progress, change, and celebration; progress in advancing the Iterable platform to meet the evolving needs of our customer, change in our way of work and collaboration, and celebration in the growth of our company and the successes of our customers.<\/p>\r\n<p>Platforms like Zoom, Slack, Miro, Workboard, and more have enabled our continued collaboration, keeping us close while remote. And for our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customers<\/a>\u2014the brands and businesses leading the charge on customer connection\u2014our platform made the transition from in-person to online not only feasible, but profitable.<\/p>\r\n<p>As we close the door on 2021, many are wondering what the new year will hold. While we don\u2019t know what apps or acronyms will dominate the industry this year, what we do know is that we\u2019re ready for whatever comes our way. Here to help the Iterable Community take advantage of the opportunities that 2022 presents is a new member of the Iterable team: Adriana Gil Miner, Chief Marketing Officer (CMO).<\/p>\r\n<p>A marketing executive with over 20+ years of industry leadership experience, Adriana (\u201cAdri\u201d) has made a career in communicating and connecting. There\u2019s no one better suited to tell us more about Adri\u2019s journey to Iterable, and her plans for our team and our Community, than the Chief Storyteller herself.<\/p>\r\n<p>Read on to learn more about Iterable\u2019s new CMO:<\/p>\r\n<h3>Tell us about yourself!<\/h3>\r\n<p>I am from Venezuela and came to the United States in \u201899 pursuing a dream to become a global citizen. New York was the perfect melting pot to meet the world in one place.<\/p>\r\n<p>I am the daughter of an Argentinian immigrant and grew up in an Argentinian culture bubble inside Venezuela so I always felt a little bit of an outsider, even in my own country. That feeling gave me the ability to be an observer of human culture and behavior and it attracted me to writing and storytelling from an early age.<\/p>\r\n<p>I also had the good fortune to grow up in a very \u2018techie\u2019 family\u2014both my parents were engineers. My mother was a CIO so I had exposure to a lot of advanced technology in my household. I remember when email was starting out and my parents had access to it because they had been university professors. The first time I saw the internet (text based then) I felt the world would completely change because of it and I wanted to be part of it.<\/p>\r\n<p>Little did I know that combining my love for technology and storytelling were going to be the defining skill of my professional career. I started out doing data analysis (aka copy and pasting numbers into a spreadsheet and creating reports) and I realized that data was a proxy for human behavior. There were stories hiding in that data that I could make shine and base strategies from them. That took me to working in one of the world\u2019s best brands, American Express, where I learned the power of a truly customer service oriented organization.<\/p>\r\n<p>Then, I jumped into PR at Weber Shandwick, one of the best firms in the world, where I got started with Tableau as a client. They were a tiny startup then but from the get-go, I knew Tableau would change the world so I joined them and experienced an amazing growth ride with them. So here I am, still doing the same thing I started out with: data and stories.<\/p>\r\n<h3>How has the marketing landscape evolved since you started your career?<\/h3>\r\n<p>Over the past few decades, community and storytelling have found their footing in marketing. Businesses that are successful in building connections yield higher LTV and higher revenue than their peers and competitors. The value of community and connection has been especially explicit during the COVID-19 pandemic, as digital communities and online conversations were, for some, the only form of human interaction.<\/p>\r\n<p>At the same time, consumer values evolved, and their expectations shifted; consumers prefer to shop with brands they feel <a href=\"https:\/\/iterable.com\/blog\/consumer-psychology-takeaways-to-improve-your-cx\/\" target=\"_blank\" rel=\"noopener\">emotionally connected<\/a> with, bringing the power of storytelling to the forefront of brand marketing mantras. What draws people (or brands and consumers) together better than a shared experience and a great story?<\/p>\r\n<p>Suffice it to say, marketplace power dynamics have completely shifted, technology is an equalizer among brands. With technology, the entire supply chain has been disrupted and you have thousands of direct-to-consumer brands that are able to build deep connections with their customers and rival the big established brands. A string of factors\u2014like consumers\u2019 growing willingness to try new products and services, <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, and fresh consumer demands on experience and privacy\u2014have prompted the shift in scales. Control traditionally held by companies and corporations has started to transition to the hands of the very people those organizations serve. This is the age of the customer.<\/p>\r\n<p>And I\u2019m loving it. It\u2019s what led me to Iterable.<\/p>\r\n<h3>Why Iterable?<\/h3>\r\n<p>Iterable was founded on a single vision: to help brands\u2014no matter their size, or the circumstance\u2014connect customers with experiences that bring them joy. They deliver on this vision every day by equipping some of the most innovative companies around the globe with the tools they need to establish deep, meaningful, and profitable connections. Iterable levels the playing field for brands and marketers by empowering teams and companies of all sizes with the tools they need to power conversations and connections.<\/p>\r\n<p>When I was first introduced to Iterable, I reached out initially to its customers. Why? Because I, like our friends at <a href=\"https:\/\/www.forrester.com\/blogs\/how-and-why-to-bother-with-customer-obsession\/\" target=\"_blank\" rel=\"noopener\">Forrester<\/a>, believe that companies should serve customers at a level that borders on obsession. This obsession isn't an option. It\u2019s a non-negotiable. I learned this reality quickly in the B2B space, where customer satisfaction underpins survival. As a marketer, I wanted to see how Iterable partners for growth\u2014how they tangibly help their customer community.<\/p>\r\n<p>My first Iterable customer conversation was with the marketing lead at <a href=\"https:\/\/www.pacaso.com\/\" target=\"_blank\" rel=\"noopener\">Pacaso<\/a>, a platform that makes it easier to buy, own and sell a shared second home in high-end vacation markets. Pacaso (launched in 2020) was looking for a partner that would help their company scale with speed and efficacy. Enter, Iterable, which helped support Pacaso\u2019s incredible growth across more than 30 top second-home destinations around the world.<\/p>\r\n<p>Another impactful discussion was with one of Iterable\u2019s sustainable retail customers. The brand, interested in ramping up their cross-selling strategy, was initially searching for a platform that would provide access to critical customer insights. With Iterable, they gained access to so much more: access to customer intelligence as well as insights, the ability to intelligently segment and target key audiences, and, importantly, a partner to guide their strategic growth.<\/p>\r\n<p>It became clear through these discussions that Iterable is not just enabling growth with its technology. We are partners in growth. We are in the trenches with our customers\u2014sleeves rolled up and ready to help our community connect with their customers: consumers. Customer-obsession is a shared trait with this company.<\/p>\r\n<p>That\u2019s what makes Iterable unique. That\u2019s what makes Iterable extraordinary.<\/p>\r\n<h3>What\u2019s your vision for Iterable?<\/h3>\r\n<p>Having recently announced our surpassing the <a href=\"https:\/\/iterable.com\/blog\/a-memorable-milestone-celebrating-100m-arr\/\" target=\"_blank\" rel=\"noopener\">$100M Annual Recurring Revenue Milestone<\/a>, and on the heels of a <a href=\"https:\/\/iterable.com\/blog\/our-next-chapter-series-e-funding-announcement\/\" target=\"_blank\" rel=\"noopener\">Series E funding<\/a> celebration, our success is a proof-point of our continued disruption of the marketing technology industry. But what\u2019s behind the revenue milestones is what matters most.<\/p>\r\n<p>In the last six months alone, Iterable has been recognized as the <a href=\"https:\/\/iterable.com\/blog\/iterable-named-best-saas-company-to-work-for\/\" target=\"_blank\" rel=\"noopener\">Best SaaS Company to Work<\/a> For and <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> was named <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-product-of-the-year-sales-and-marketing-technology-awards\/\" target=\"_blank\" rel=\"noopener\">Product of the Year<\/a> by the Sammys. We\u2019ve been ranked as a <a href=\"https:\/\/wearegirlsclub.com\/top-25-companies-where-women-want-to-work\/\" target=\"_blank\" rel=\"noopener\">Top Company Where Women Want to Work<\/a>, and recognized as the <a href=\"https:\/\/iterable.com\/blog\/iterable-wins-app-engagement-platform-award-from-app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">Best App Engagement Platform<\/a>. Why bring up these awards and accolades? Because Iterable isn\u2019t just leading the marketing technology industry, we\u2019re leading the marketing industry and dominating the tech industry.<\/p>\r\n<p>Our product and performance is excelling because we build an unparalleled culture of work\u2014one that invests in inclusivity, celebrates diversity, and champions our workforce. Iterable is successful because our people are our priority. Profit and innovation? Byproducts of a thriving workforce.<\/p>\r\n<p>Iterable wins in our space because we are innovative. We try new things. We fail fast. And, more than anything, we help our customers grow. As CMO, I have a chance to lead a team that is dedicated to creative problem-solving and customer success. I have the opportunity to serve and work with marketers, to help them navigate this new era of customer engagement catalyzed by the pandemic. We\u2019ll work together to build deep customer connections that will sustain growth for their organizations in the short and long term.<\/p>\r\n<h3>How will you help Iterable get there?<\/h3>\r\n<p>When done correctly, marketing can be an accelerator for business growth, fueling holistic collaboration, creativity, and connection between teams, partners, customers, and competitors. My job\u2014Chief Marketing Officer\u2014is to fuel this acceleration by guiding our growth.<\/p>\r\n<p>My first task? To break down all silos. They can\u2019t exist. Not in your data. Not in your thinking. Not in your business knowledge. Not in your organization. Not in your marketing.<\/p>\r\n<p>One of the most important skills to develop as a marketer is your ability to provide connected experiences. With COVID complicating things, it\u2019s more crucial now than ever before. A connected experience for customers is a seamless experience. A great experience. And great experiences drive loyalty, retention, and revenue.<\/p>\r\n<p>Much like the marketing channels need to be connected, so does your organization. You should actively be building relationships and rapport with actors in different departments\u2014Operations, Strategic Services, Sales, and Finance. Understand what they do, and how it relates to your role. You can leverage this knowledge and familiarity to create connected experiences for all types of consumers, and more clearly define how your role contributes to the business as a whole.<\/p>\r\n<p>Brand perception is everything in this economy. And it's the CMO\u2019s job\u2014my job\u2014to ensure that the perception is positive and unwavering.<\/p>\r\n<h3>New Year, New CMO<\/h3>\r\n<p>From customer expectations and brand-customer interactions, to the way we work and employee priorities\u2014a lot has changed in the last year. Some of these changes will accelerate in 2022, presenting a challenge for brands and businesses to ramp up their investments to meet growing consumer expectations.The brands that succeed in this environment will be the ones that invest in the intangible\u2014partnership.<\/p>\r\n<p>We\u2019re excited to add a CMO like Adri to our growing team. Adri will play a pivotal role in establishing a sense of unity and collaboration for the entire Iterable ecosystem. Her partnership will help power the growth of our customers, ensuring a successful new year and beyond.<\/p>\r\n<p><em>Join Adri at <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a> on Wednesday, April 6, where you\u2019ll hear from industry leaders and expert marketers to see how your marketing moments can build a lasting impact!<\/em><\/p>","post_title":"Introducing Adri Gil Miner, Iterable's Chief Marketing Officer","post_excerpt":"Introducing a new member of the Iterable team: Adriana Gil Miner, Chief Marketing Officer (CMO). Read on to learn more.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-adri-gil-miner-iterables-chief-marketing-officer","to_ping":"","pinged":"","post_modified":"2022-01-19 05:37:50","post_modified_gmt":"2022-01-19 13:37:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96891","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable CMO\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-adri-gil-miner-iterables-chief-marketing-officer\/"},{"ID":97078,"post_author":"79","post_date":"2022-01-18 14:12:12","post_date_gmt":"2022-01-18 22:12:12","post_content":"<p>You know <a href=\"https:\/\/www.mentalfloss.com\/article\/71855\/why-does-word-sometimes-lose-all-meaning\">semantic satiation<\/a>\u2014the phenomenon that occurs when you say a word too much and it starts to sound weird and loses all meaning? That\u2019s where we\u2019re at with the term \u201cKPIs.\u201d KPIs\u2014short for key performance indicators\u2014has become an umbrella term that can overshadow its individual pieces. When really, the sum is only as great as its parts.<\/p>\r\n<p>When dissected, KPIs are a collection of metrics that help determine what success looks like for your business segment\u2014they indicate how your team is performing. As new technologies, trends, and business goals take shape, KPIs will evolve. As a result of <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">Apple\u2019s iOS 15 updates<\/a> and Mail Privacy Protection (MPP), for example, email <a href=\"https:\/\/iterable.com\/blog\/rethinking-email-open-rates-and-clickthrough-rates\/\" target=\"_blank\" rel=\"noopener\">clickthrough rates are starting to outweigh open rates<\/a>\u2014a once-revered KPI.<\/p>\r\n<p>To help clarify and solidify the definition of key performance indicators, this article will explore which marketing KPIs to focus on 2022. But first, let\u2019s make sure we know the difference between overall and channel-specific KPIs.<\/p>\r\n<h3>Overall vs. Channel-Specific KPIs<\/h3>\r\n<p>Measuring performance can mean something different when looking at the overall performance of your marketing initiatives versus how well an individual channel is performing. Total number of sales, for example, is an overall KPI. But, how you improved the total number of sales can be attributed to channel performance. Channel KPIs, for example, could be the total number of social media followers or app downloads.<\/p>\r\n<p>Both types of marketing KPIs are important to keep track of\u2014they complement each other. Now that we know the difference, let\u2019s look at some examples of each.<\/p>\r\n<h3>Overall Marketing KPIs<\/h3>\r\n<h4>1. Customer Acquisition Cost (CAC)<\/h4>\r\n<p>Customer Acquisition Cost, also known as CAC, is the amount of money it costs to acquire a new customer by converting leads. The key to calculating your CAC is to select a timeframe. Then, take <a href=\"https:\/\/compose.ly\/strategy\/marketing-kpis\/\" target=\"_blank\" rel=\"noopener\">the sum of your marketing and sales costs<\/a>, and divide that sum by how many customers were acquired in the determined timeframe. So, if your timeframe is six months, and you spent $10,000 on marketing and sales and acquired 1,000 customers within those six months, your CAC is $10\/customer.<\/p>\r\n<p>Why is CAC important? It tells your marketing team if they\u2019ve been efficiently spending their time. If your CAC is well above your <a href=\"https:\/\/www.demandjump.com\/blog\/customer-acquisition-cost-by-industry\" target=\"_blank\" rel=\"noopener\">industry average<\/a>, for example, your team may want to examine where the dollars are being spent and if there\u2019s a way to reduce the cost or shift where the money is spent to lower the CAC.<\/p>\r\n<h4>2. Customer Lifetime Value (LTV)<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">Customer Lifetime Value (LTV)<\/a> is the total amount of money a single customer is expected to spend during their entire relationship with your brand. If you look at the average amount a customer spends per purchase, multiply that by an assumed number of visits in a set time frame, you can <a href=\"https:\/\/compose.ly\/strategy\/marketing-kpis\/\" target=\"_blank\" rel=\"noopener\">establish an estimated LTV<\/a>. Say your customer usually spends an average of $65 per purchase. Based on historical data, it looks like they make a purchase three times a year. So, they spend $195 per year. You predict they\u2019ll continue to purchase for another five years. Therefore, this customer\u2019s LTV is $975.<\/p>\r\n<p>Going hand-in-hand with CAC, this marketing KPI is important for understanding 1) how long it takes to recover any initial acquisition costs for this customer and 2) the value of retaining this customer. Say it cost $1000 to acquire the customer in the above example\u2014that\u2019s $25 more than their LTV. In this case, you may try to find ways to increase their average order value to ensure their LTV is higher than their CAC.<\/p>\r\n<h3>Channel-Specific Marketing KPIs<\/h3>\r\n<h4>1. Email Deliverability<\/h4>\r\n<p>Email deliverability is everything. Email marketing has an impressively high ROI\u2014<a href=\"https:\/\/blogs.constantcontact.com\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">$36 for every $1 spent<\/a>\u2014but if your emails aren\u2019t getting delivered, you\u2019re not going to see that return. When developing an email marketing strategy, you\u2019re relying on an <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-an-email-service-provider-esp\/\" target=\"_blank\" rel=\"noopener\">email service provider (ESP)<\/a> to send your marketing emails to a specific list of leads or customers.<\/p>\r\n<p>Deliverability is measured by the percentage of emails that successfully land in a customer\u2019s inbox versus landing in spam or bouncing altogether. There are various <a href=\"https:\/\/folderly.com\/blog\/spam-fix\/spam-tester-monitoring-and-tracking-how-to-measure-your-email-deliverability\" target=\"_blank\" rel=\"noopener\">factors<\/a> that can keep these emails from reaching their intended audiences. <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-ip-warming\/\" target=\"_blank\" rel=\"noopener\">IP warming<\/a>, for example, can highly impact email deliverability. Immediately sending a large amount of emails from a new account may stand out as a red flag for Internet Service Providers (ISPs). As a result, they may label your emails as spam and block your account from sending more marketing messages.<\/p>\r\n<h4>2. App User Growth<\/h4>\r\n<p>Mobile channels, apps specifically, are rapidly gaining traction. As of 2021 there were <a href=\"https:\/\/www.statista.com\/statistics\/268251\/number-of-apps-in-the-itunes-app-store-since-2008\/\" target=\"_blank\" rel=\"noopener\">more than 4 million apps<\/a> available in the Apple App Store. For brands, app user growth is important for understanding if your app is fulfilling customers\u2019 needs. App downloads are a foundation for mobile app success, but app usage\u2014a.k.a. longevity\u2014is key.<\/p>\r\n<p>To <a href=\"https:\/\/uxcam.com\/blog\/top-50-mobile-app-kpis\/\" target=\"_blank\" rel=\"noopener\">measure app user growth<\/a>, first decide on a timeframe. For this example, let\u2019s say 2021 versus 2020. Look at the current number of users at the end of 2021 and subtract the number of users at the end of 2020. Then divide this number by the users at the end of 2020 and multiply by 100 to get the percentage of growth year-over-year. Apps can be downloaded and deleted, but understanding who downloads, keeps, and uses your app will help <a href=\"https:\/\/www.youtube.com\/watch?v=P9dw1xAtVW4\" target=\"_blank\" rel=\"noopener\">determine what works and what doesn\u2019t<\/a>.<\/p>\r\n<h3>Marketing KPIs Measure <em>Your<\/em> Success<\/h3>\r\n<p>Marketing KPIs are not a one-size-fits-all solution. If you\u2019re a mobile-only brand, maybe you only focus on mobile KPIs. If you\u2019re a non-profit, maybe CAC and LTV don\u2019t necessarily work for measuring your marketing success, but instead, you focus on channel-specific KPIs.<\/p>\r\n<p>These KPIs are suggestions. It\u2019s always important to reflect on what success looks like specifically for your brand. These performance indicators may not be applicable for your marketing team or business as a whole, so feel free to mix and match until you reach the right definition of success for your brand.<\/p>\r\n<p><em>To learn how Iterable can help you achieve your marketing goals in 2022, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Marketing KPIs to Focus on in 2022","post_excerpt":"To help clarify and solidify the definition of key performance indicators, this article will explore which marketing KPIs to focus on 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-kpis-to-focus-on-in-2022","to_ping":"","pinged":"","post_modified":"2022-01-18 14:12:12","post_modified_gmt":"2022-01-18 22:12:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97078","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2022 Marketing KPIs\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-kpis-to-focus-on-in-2022\/"},{"ID":96988,"post_author":"79","post_date":"2022-01-12 11:48:24","post_date_gmt":"2022-01-12 19:48:24","post_content":"<p>Thank you for choosing the Iterable blog. Please scroll to receive the requested information.<\/p>\r\n<p>K, that\u2019s super boring, right? Unfortunately, language like that is common in transactional messaging.<\/p>\r\n<p>Transactional messaging refers to the triggered communication a brand sends after the customer has made a transaction. This transaction could be a purchase, a newsletter signup, a product return, etc. Any transaction between a customer and your brand is likely followed by some form of transactional messaging.<\/p>\r\n<p>Because transactional messages usually deal with sensitive information (think: order number, tracking number, shipping address, etc.), they tend to take on a more serious tone, especially when compared to promotional messages.<\/p>\r\n<p>A more serious tone isn\u2019t always a bad approach when it comes to transactional messages because of the sensitive information but it\u2019s not a requirement. So, unless your brand tone is more formal, why stray from your brand identity? There are other ways to implement transactional messaging without sacrificing the brand tone and voice you\u2019ve worked so hard to establish.<\/p>\r\n<p>Below are some ways to implement a fun tone without detracting from the customer experience.<\/p>\r\n<h3>1. But First, The Important Stuff<\/h3>\r\n<p>A must-have in transactional messages is putting the important information front and center. But, when delivering what the customer is looking for in a very direct way, you create space to play around with the tone more. In an order update, customers don\u2019t want to dig for the important information. But, pair the need to comb through an email with a playful tone and it\u2019s going to come off as if your brand doesn\u2019t value the customers\u2019 time.<\/p>\r\n\r\n[caption id=\"attachment_97004\" align=\"alignnone\" width=\"1126\"]<img class=\"size-full wp-image-97004\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Ritual-Transactional.png\" alt=\"Ritual Transactional Message\" width=\"1126\" height=\"2001\" \/> <em>The process date and delivery date are above the fold, immediately giving the customer the info they\u2019re looking for. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/youve-successfully-changed-your-delivery-date\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/ritual.com\/\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, an online vitamin and supplement brand, sent this order update showing an expected delivery date. There\u2019s a quick header that uses the brand's direct, but fun tone, and then, very clearly, shows the date the order was processed and the date the order will be delivered. The email also features a CTA that allows the customer to change the delivery date. Something they may not have seen had this info been hidden at the bottom.<\/p>\r\n<h3>2. Customize Dynamic Content Fields<\/h3>\r\n<p>Plain text HTML emails should not be prioritized over stylized emails. End of story. Transactional emails tend to be the ones that are stripped of their CSS and design in exchange for a look that aligns with a somber tone.<\/p>\r\n<p>Transactional emails often have <a href=\"https:\/\/iterable.com\/blog\/using-dynamic-content-to-personalize-promotional-emails\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a> fields that pull info from a recent customer action\u2014say, for example, a purchase. With the customer\u2019s information, the transactional message could also include data on the item itself and the dynamic content field can pull in the purchased product image and recommended products that complement that product.<\/p>\r\n\r\n[caption id=\"attachment_97010\" align=\"alignnone\" width=\"1278\"]<img class=\"size-full wp-image-97010\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Postmates-Transactional.png\" alt=\"Postmates Dynamic Content\" width=\"1278\" height=\"2274\" \/> <em>When stylizing dynamic content fields, the email feels cohesive, so it\u2019s hard to pinpoint which sections are dynamic. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/thank-you-for-ordering-from-cream-june-15-2018\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmail<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a>, a food delivery app, included stylized dynamic content in this order confirmation email. First, the image at the top is specific to the restaurant from which the customer ordered. Then, the customer\u2019s name, total price, credit card number, and addresses are all stylized using Postmates\u2019 brand guidelines. It\u2019s not obvious the fields are dynamic and the email isn\u2019t stripped of any branding to compensate for including the customer\u2019s information.<\/p>\r\n<h3>3. Use All of Your Marketing Channels<\/h3>\r\n<p>No one said transactional messages have to be delivered via email. With <a href=\"https:\/\/iterable.com\/solutions\/multi-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing<\/a> becoming a staple for a modern customer experience, brands should think about which channels make the most sense for their transactional messages.<\/p>\r\n<p>Cross-channel marketing is about meeting the customer where they are. So, if a customer purchases something through your app, a <a href=\"https:\/\/iterable.com\/form\/demo\/transactional-push-notifications\/\" target=\"_blank\" rel=\"noopener\">transactional push notification<\/a> may make the most sense. You know they\u2019re on their phone already, so, if they have notifications enabled, they\u2019ll get an immediate order confirmation. A good alternative to push notifications while still staying on the phone is using the <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile inbox<\/a>, which keeps an evergreen message accessible in your app itself.<\/p>\r\n<p>We\u2019re not saying you can\u2019t also send a transactional email (in fact, you should, since push notifications can be removed permanently), but the push notification meets the customer where they already are.<\/p>\r\n\r\n[caption id=\"attachment_96998\" align=\"alignnone\" width=\"1124\"]<img class=\"size-full wp-image-96998\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Image-from-iOS-2.jpg\" alt=\"Transactional Push Notification\" width=\"1124\" height=\"308\" \/> <em>SHEIN uses transactional push notifications for orders completed within their mobile app.<\/em>[\/caption]\r\n\r\n<p>Online clothing retailer, <a href=\"https:\/\/us.shein.com\/\" target=\"_blank\" rel=\"noopener\">SHEIN<\/a>, sent the above transactional push notification after a purchase was made within their app. Once clicked, the notification opens a deep link to the most recent order details\u2014including order number, estimated delivery date, total cost, shipping address, and a list of the ordered products. The instantaneous notification provides an extra layer of reassurance and builds trust with the customer.<\/p>\r\n<h3>4. Create an Open Line of Communication<\/h3>\r\n<p>The sensitive nature of transactional messages goes hand-in-hand with customer service. As soon as a transactional message is received, you should suspect the customer to have some questions. Think about it, maybe a customer orders something with an expected delivery date in mind. After receiving the order confirmation with the expected delivery date, which is past the date they need the item by, they will want to reach out to customer service.<\/p>\r\n\r\n[caption id=\"attachment_97016\" align=\"alignnone\" width=\"1264\"]<img class=\"size-full wp-image-97016\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Peak-Design-Transactional.png\" alt=\"Peak Design Customer Support\" width=\"1264\" height=\"1992\" \/> <em>Allowing customers to reply to transactional messages reassures users that there is a person on the other end reading their inquiries. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/peak-design-return-confirmation\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.peakdesign.com\/\" target=\"_blank\" rel=\"noopener\">Peak Design<\/a>, a camera accessory brand, made reaching out to support intuitive and easy. At the bottom of their return confirmation email, they included a line reading \u201cIf you have any questions, reply to this email or contact us at info@peakdesign.com.\u201d Instead of a dead-end, \u201cdo not reply to this email\u201d transactional message, Peak Design realized this customer may have some questions and, since this is a transactional email they should be able to just click \u201creply\u201d to reach out. Simple.<\/p>\r\n<h3>Go Beyond Just a Transactional Message<\/h3>\r\n<p>Today\u2019s customer experience is about more than just an amorphous, one-way message from a brand to a customer\u2014it\u2019s about building a relationship. Transactional messages shouldn\u2019t be swept under the rug and ignored, they should be part of a cohesive, cross-channel marketing strategy. In fact, transactional messages are crucial for <a href=\"https:\/\/www.nngroup.com\/articles\/transactional-and-confirmation-email\/\" target=\"_blank\" rel=\"noopener\">establishing trust<\/a> with your audience.<\/p>\r\n<p>So, to earn and maintain customer trust, the next time you\u2019re developing your triggered transactional messages, be sure they put the important information upfront, follow your brand guidelines, span other marketing channels, and open a line of communication.<\/p>\r\n<p><em>To see how Iterable can help you build eye catching, automated transactional messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"4 Ways to Make Transactional Messaging Less Boring","post_excerpt":"Transactional messaging refers to the triggered communication a brand sends after the customer has made a transaction.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-to-make-transactional-messaging-less-boring","to_ping":"","pinged":"","post_modified":"2022-01-12 11:48:24","post_modified_gmt":"2022-01-12 19:48:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96988","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Transactional Messaging\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-to-make-transactional-messaging-less-boring\/"},{"ID":96928,"post_author":"79","post_date":"2022-01-11 13:47:03","post_date_gmt":"2022-01-11 21:47:03","post_content":"<p>Think back to web pages from the \u201890s and even early 2000s\u2014woof. From flashing gifs to thick outlines and color combinations that gave you a headache, graphic design of yesteryear is best left in the past. Graphic design and email design trends, however, continue to evolve. One of the most notable transformations, which happened about ten years ago, is the <a href=\"https:\/\/www.nngroup.com\/articles\/flat-design\/\" target=\"_blank\" rel=\"noopener\">switch from skeuomorphic to flat design<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_96978\" align=\"alignnone\" width=\"1240\"]<img class=\"wp-image-96978 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-11-at-1.51.50-PM.png\" alt=\"Email Design Trends Skeuomorphic vs. Flat\" width=\"1240\" height=\"930\" \/> <em>Reducing shadows, highlights, and textures transformed Apple\u2019s interface from skeuomorphic to flat. Source: <a href=\"https:\/\/glasscanopy.com\/flat-design-vs-skeuomorphism-pros-cons\/\" target=\"_blank\" rel=\"noopener\">glassCanopy<\/a>.<\/em>[\/caption]\r\n\r\n<p>While skeuomorphic design embraces three-dimensional shapes to mimic real-life objects, <a href=\"https:\/\/www.interaction-design.org\/literature\/topics\/flat-design\" target=\"_blank\" rel=\"noopener\">flat design is characterized by its simplistic two-dimensional design<\/a>\u2014perfect for responsive websites.<\/p>\r\n<p>Flat design has translated to all marketing channels, including email. And, while flat design remains the overarching norm for email marketing, we wanted to explore some newer email design trends that have started to surface within flat design. Last year, we covered <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">design trends that gained popularity in 2021<\/a>. As we look at what 2022 has in store, keep in mind that these aren\u2019t necessarily new trends, but trends we may have seen creep up in the past few years that we think will take off in the coming years.<\/p>\r\n<h3>1. Thinking Outside the [Header] Box<\/h3>\r\n<p>Static rectangles are so 2021. Back in the day, marketing emails were often stuck in rigid templates. A big header block at the top, content block that follows, and a footer block at the bottom. Now, however, email templates are becoming more fluid and flexible, giving designers the ability to extend beyond rigid right angles and explore more eye-catching shapes and layers. Rather than a straight edge, for example, an ovular or more organic shape can create an arrow-like effect, pointing to the content below.<\/p>\r\n<blockquote>\r\n<p><em>\"When using an email template to build from, you may feel limited in what you can design. You may think you're locked into a rectangle header, but with the use of transparent backgrounds, you can create new shapes to accent your marketing message\" <\/em><\/p>\r\n<p><em>- Nick Jarrett, Iterable Senior Brand Designer<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_96935\" align=\"alignnone\" width=\"1183\"]<img class=\"size-full wp-image-96935\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Piecework.png\" alt=\"Piecework email design trends\" width=\"1183\" height=\"2967\" \/> <em>The header in Piecework\u2019s email guides the eye to the rest of the content. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/piecework-kids-an-origin-story\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>This example, from <a href=\"https:\/\/pieceworkpuzzles.com\/\" target=\"_blank\" rel=\"noopener\">Piecework<\/a>, a Puzzle company, shows a rounded header that guides the users\u2019 eyes down the email. These days, everyone can do a rectangular template. But why be one of the many? Break out of the traditional template constraints and make the template work for your design\u2014not the other way around.<\/p>\r\n<h3>2. Combining Photography and Illustration<\/h3>\r\n<p>Promotional emails and photography aren\u2019t strangers. In 2022, however, expect to see more photography paired with illustrations to elevate the imagery. Illustrations can be used to help explain a complicated product, or add brand voice, tone, and personality to an otherwise generic image. \u201cBeing visually concise, <a href=\"https:\/\/medium.muz.li\/how-to-use-illustration-in-design-as-a-marketing-tool-eb543f4ce3c7\" target=\"_blank\" rel=\"noopener\">illustrations provide immediate recognition<\/a>, make complex things easier to understand, build trust, and are effortlessly memorable.\u201d<\/p>\r\n\r\n[caption id=\"attachment_96941\" align=\"alignnone\" width=\"1258\"]<img class=\"wp-image-96941 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Love-and-Cocoa.png\" alt=\"Love Cocoa Illustrations\" width=\"1258\" height=\"2201\" \/> <em>Love Cocoa used a combination of photography and illustration to expand beyond a stock photo. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/we-re-now-on-amazon-co-uk\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>UK-based <a href=\"https:\/\/lovecocoa.com\/\" target=\"_blank\" rel=\"noopener\">Love Cocoa<\/a>, a chocolate brand, layered illustration over an image to create a level of customization that the image alone couldn't deliver. The eye-catching small, illustrated lines bring the focus to the products, atop the box, and the Amazon logo. Even without the copy, it\u2019s clear the purpose of the email is to announce that Love Cocoa\u2019s products are being sold on Amazon.<\/p>\r\n<h3>3. The Re-Introduction of 3D<\/h3>\r\n<p>3D elements are a large part of skeuomorphic design. But, as of late, we\u2019ve been seeing the re-addition of smaller 3D elements being added to email. We\u2019re not expecting designers to revert back to full skeuomorphic concepts, but certain shapes within flat design are starting to adopt the long lost shadows and highlights of yore. Even in the above Piecework email, for example, the shadows create depth beyond a simple flat design.<\/p>\r\n\r\n[caption id=\"attachment_96947\" align=\"alignnone\" width=\"1264\"]<img class=\"size-full wp-image-96947\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Nike.png\" alt=\"Nike 3D Email Design Trends\" width=\"1264\" height=\"2443\" \/> <em>Nike harkens back to email design trends of the past by adding texture to 3D elements. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/des-cadeaux-quils-vont-adorer\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In this email from <a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, we\u2019re seeing gradients, shadows, highlights, depth, and more. It does, however, still look different from OG skeuomorphic illustration. These elements really feel 3D\u2014they have texture. In the past, 3D design has resulted in every element looking and feeling the same, but this new spin on three-dimensional design creates depth by adding a variety of textures and patterns to some\u2014not all\u2014of the components.<\/p>\r\n<h3>4. Overlapping Elements<\/h3>\r\n<p>Another email design trend we can expect to see more of in 2022 is overlapping email elements. Further blurring the transition between sections like non-rectangular headers, overlapping elements help break up the straight lines and edges and, as a result, can more seamlessly draw the users\u2019 eyes into the next section of the email.<\/p>\r\n\r\n[caption id=\"attachment_96953\" align=\"alignnone\" width=\"1278\"]<img class=\"size-full wp-image-96953\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Otherland.png\" alt=\"Otherland Overlapping Elements\" width=\"1278\" height=\"2536\" \/> <em>Otherland layers text over the top of their header image to draw the readers\u2019 eyes down the email and create depth. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/greetings-from-otherland\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In this email, <a href=\"https:\/\/www.otherland.com\/\" target=\"_blank\" rel=\"noopener\">Otherland<\/a>, a candle company, ever-so-slightly overlapped the header copy and the header image. Immediately the layering in this email differentiates it from others in the user\u2019s inbox that either have just text, just an image, or an image centered over text as the header. This small overlap nudges readers to look at the image, and continue reading the email as their eyes have been led downward.<\/p>\r\n<h3>5. Bold, In-Your-Face Colors<\/h3>\r\n<p>While neutrals have been front-and-center recently in everything from fashion to interior design, <a href=\"https:\/\/www.thespruce.com\/2022-color-trends-according-to-experts-5209969\" target=\"_blank\" rel=\"noopener\">bold, bright colors are making a comeback<\/a>\u2014especially in your inbox. Don\u2019t believe us? Take a look at the <a href=\"https:\/\/www.pantone.com\/color-of-the-year-2022?gclid=CjwKCAiAz--OBhBIEiwAG1rIOgjAb02cQ6pSloA5jTWNOgO_Aea1Vp9gYfwmBYHc7CMN2lG5uxkgQhoCBKMQAvD_BwE\" target=\"_blank\" rel=\"noopener\">Pantone Color of the Year for 2022<\/a>. Spoiler alert: it\u2019s an insanely bright periwinkle. Seems pretty intuitive\u2014bright colors are attention-grabbing and marketers want to capture the attention of their audience.<\/p>\r\n\r\n[caption id=\"attachment_96959\" align=\"alignnone\" width=\"1335\"]<img class=\"size-full wp-image-96959\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Baboon-to-the-Moon.png\" alt=\"Baboon to the Moon Bright Colors\" width=\"1335\" height=\"3255\" \/> <em>By using bold, contrasting colors, Baboon to the Moon added a wow-factor to their welcome email. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-the-moon\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>An exceptional example of the email design trend is the welcome email from bag brand, <a href=\"https:\/\/baboontothemoon.com\/\" target=\"_blank\" rel=\"noopener\">Baboon to the Moon<\/a>. Not only are these colors wildly bright, but they\u2019re <a href=\"https:\/\/www.invisionapp.com\/inside-design\/understanding-color-theory-the-color-wheel-and-finding-complementary-colors\/\" target=\"_blank\" rel=\"noopener\">complementary<\/a>. They\u2019re on opposite sides of the color wheel and, as a result, create high contrast. If a new customer is thumbing through their inbox, they\u2019re not going to miss this.<\/p>\r\n<h3>Email Design Trends Shouldn\u2019t Dictate Your Brand<\/h3>\r\n<p>Escaping boundaries, creating depth, combining styles, and using bold colors are going to be common themes popping up as we get farther into the year. But, these email design trends come with a caveat: remember that marketing teams should avoid adopting trends that don\u2019t align with their brand. If Baboon to the Moon normally used neutrals and soft pinks, then sent a welcome email with electric blue and neon orange, it\u2019s going to confuse customers and dilute brand trust. Trends are helpful to guide your marketing strategy and design, but don\u2019t lose your identity in the process.<\/p>\r\n<p>What matters most is the customer experience. So, if changing up your email design to stay on-trend confuses and frustrates your customers, it\u2019s not doing you any good. Think about how adopting these trends can elevate your brand to enhance the customer experience, and if they do, be sure to have fun with it!<\/p>\r\n<p><em>To learn more about how email marketing can impact the customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a>.<\/em><\/p>","post_title":"Start Fresh With These 2022 Email Design Trends","post_excerpt":"These email design trends have started to creep up in the past few years and we think they'll take off in 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"start-fresh-with-these-2022-email-design-trends","to_ping":"","pinged":"","post_modified":"2022-01-11 13:54:14","post_modified_gmt":"2022-01-11 21:54:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96928","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/start-fresh-with-these-2022-email-design-trends\/"},{"ID":96868,"post_author":"79","post_date":"2022-01-05 09:56:24","post_date_gmt":"2022-01-05 17:56:24","post_content":"<p>Take a deep breath. Seriously, go for it. We made it\u2014it\u2019s a new year. January is a time to start fresh, rethink old ways, and look towards the future. So, when planning your marketing strategy for 2022, make an effort to stop doing things the same way \u201cbecause that\u2019s the way it\u2019s always been done.\u201d Get ready to shift the focus of your marketing strategies\u2014especially in 2022.<\/p>\r\n<p>We say \u201cshift the focus\u201d because these strategies may not be new, but they should take priority in 2022\u2014the year of customer engagement\u2014and beyond. Think about how brands capture, and maintain, a customer\u2019s attention. As <a href=\"https:\/\/www.entrepreneur.com\/article\/394483\" target=\"_blank\" rel=\"noopener\">Entrepreneur.com<\/a> says, \u201cMarketing in 2022 is going to require business owners who are willing to take risks, invest in their branding, <strong>listen more intently than ever before when engaging with customers online<\/strong> or face failure as competition continues to grow at unprecedented rates.\u201d<\/p>\r\n<p>To help start this year off on the right foot, we\u2019re offering up some ways you can keep customers engaged with refocused marketing strategies.<\/p>\r\n<h3>1. Walk in the Customers\u2019 Shoes<\/h3>\r\n<p>Rather than looking internally and thinking about how your product or service is perceived, think externally about what the customer is seeing and if what you\u2019re offering meets their needs. In other words, shift your perspective to that of the customer.<\/p>\r\n<p>Understanding why a customer is interested in your brand can help you refocus your marketing efforts to align with audience expectations, versus what you, as marketers, think your brand should look like. \u201cThe future of marketing is about <a href=\"https:\/\/www.entrepreneur.com\/article\/394483\" target=\"_blank\" rel=\"noopener\">focusing on customer needs<\/a>, not selling.\u201d<\/p>\r\n<p>For example, if there are multiple product options for a customer but they\u2019re looking for the lowest price point, offer them a coupon in promotional content. While you may be proud of all of your product features, sharing content that showcases your capabilities to a value-seeking audience may not resonate. Think about your messaging from the customers\u2019 points of view.<\/p>\r\n<h3>2. Don\u2019t Be Afraid to Go Deep<\/h3>\r\n<p>The past couple of years have elicited new emotions and experiences in virtually everyone on the planet. Now isn\u2019t the time for brands to shy away from those feelings. At the end of the day, we\u2019re not just brands and customers, we\u2019re people.<\/p>\r\n<p>According to Brand Keys,\u201c[In 2022] consumer foundations for brand engagement, product and service purchase, and brand loyalty will be <a href=\"https:\/\/www.destinationcrm.com\/Articles\/CRM-News\/CRM-Featured-Articles\/Brand-Keys-Identifies-4-Trends-for-Marketing-in-2022-150611.aspx\" target=\"_blank\" rel=\"noopener\">80 percent emotional and 20 percent rational<\/a>.\u201d So, in addition to planning marketing strategies around what your product can provide, consider how your product or service makes your audience feel. What is an emotion they may be experiencing before using your product? What is an emotion they should feel after adopting your product? When looking at <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customers\u2019 buying journeys<\/a>, think about their emotional journey too.<\/p>\r\n<h3>3. Explore Other Channels<\/h3>\r\n<p>Cross-channel marketing nestles neatly under the umbrella of personalization\u2014which ties to empathy. As an extension of walking in the customers\u2019 shoes, taking advantage of additional marketing channels gives brands the chance to interact with customers how they prefer to be engaged with.<\/p>\r\n<p>Not only should your brand explore other channels, but you should consider the mix of channels that best appeals to each individual customer. (Hence, personalization.) If Linda from Florida always looks at <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS messages<\/a> and opens emails, those channels probably work best for her. But Tom from London only responds to <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, since he has your mobile app downloaded, so texts and emails will go unnoticed. Understanding your customers\u2019 channel preferences improves the overall customer experience and increases the likelihood of establishing customer loyalty. You\u2019re paying attention to their needs and it shows.<\/p>\r\n<h3>4. Analyze Everything<\/h3>\r\n<p>Ok, maybe not everything, but looking at data is crucial for pivoting your plan when need be. Remember, whatever marketing strategy you implement isn\u2019t written in stone. You can, and should, change directions if you see something isn\u2019t working. That\u2019s the beauty of <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-A-B-experiments-overview-\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>. But, without the data to support whether or not your test is successful, there\u2019s no point to running the test in the first place.<\/p>\r\n<p>In addition to determining test results, data helps ensure your team is running efficiently, which can impact the bottom line. \u201cCompanies are spending less money, so <a href=\"https:\/\/www.entrepreneur.com\/article\/394483\" target=\"_blank\" rel=\"noopener\">showing return on investment (ROI) will become increasingly important<\/a> when it comes to justifying budgets and purchases.\u201d Before you implement a new marketing tactic, be sure you have a way to define and measure its success.<\/p>\r\n<p>Remember, this list shouldn\u2019t be viewed as an \u00e1 la carte offering. These four tips aren\u2019t mutually exclusive and can be layered on top of one another to deliver an optimized customer experience. But, on the flipside, don\u2019t feel like you need to execute all of these at the same time. Choose a starting point and go from there.<\/p>\r\n<h3>Refocusing 2022 Marketing Strategies<\/h3>\r\n<p>This year is all about empathy. By taking the customers\u2019 perspectives, connecting with your audience on an emotional level, using all available marketing channels, and supporting your strategy with data, your marketing team will have a solid foundation for creating a personalized, empathetic customer experience.<\/p>\r\n<p>We\u2019ve all been through hard times the past couple of years. Every. Single. One of us. So keep that in mind when developing your marketing strategies. Let\u2019s be more caring and understanding as we begin this new year and carry that same kindness into your marketing messaging. When all is said and done, we\u2019re humans talking to humans.<\/p>\r\n<p><em>To learn more about how your brand can implement these strategies in 2022, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"New Year, New Focus for Marketing Strategies","post_excerpt":"Get ready to shift the focus of your marketing strategies, especially in 2022. Think about how brands maintain a customer\u2019s attention.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-year-new-focus-for-marketing-strategies","to_ping":"","pinged":"","post_modified":"2022-01-05 09:56:24","post_modified_gmt":"2022-01-05 17:56:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96868","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2022 Marketing Strategies\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-year-new-focus-for-marketing-strategies\/"},{"ID":96833,"post_author":"71","post_date":"2022-01-04 14:54:00","post_date_gmt":"2022-01-04 22:54:00","post_content":"<p>In a world where customers hyper-adopt (and hyper-abandon) brands at the drop of a hat, the key to successfully acquiring and retaining customers today is obsessing about experiences along the customer\u2019s path to purchase. <br \/>\r\n<br \/>\r\nWhat\u2019s the catch? <br \/>\r\n<br \/>\r\nWith innumerable areas for digital transformation but limited resources, making the right investments in initiatives that will move the needle (and avoiding those that won\u2019t) can mean the difference between success and failure. <br \/>\r\n<br \/>\r\nIn this session, guest speaker and Forrester VP\/Principal Analyst, Brendan Witcher reveals what the 2022 imperatives must be for every marketing and digital professional as well as:<\/p>\r\n<ul>\r\n\t<li>What really drives customers to choose the brands they do business with today (and what keeps them loyal)<\/li>\r\n\t<li>Which marketing-related initiatives are leading companies investing in for the coming year and why<\/li>\r\n\t<li>How data, personalization, and cross-channel capabilities align with expectations of digitally-savvy, channel-agnostic consumers<\/li>\r\n\t<li>Which companies are already doing what all companies must do to successfully compete in today\u2019s markets<\/li>\r\n<\/ul>","post_title":"Hot or Not: The 2022 Imperatives For Winning The Loyalties Of Today\u2019s Consumers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na","to_ping":"","pinged":"","post_modified":"2022-01-26 12:45:23","post_modified_gmt":"2022-01-26 20:45:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=96833","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"January 04, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/"},{"ID":96740,"post_author":"79","post_date":"2021-12-22 11:15:13","post_date_gmt":"2021-12-22 19:15:13","post_content":"<p>Somehow, 2021 simultaneously dragged on and whizzed by. But, before we officially bid farewell to this year, we wanted to reflect on some of our team accomplishments here at Iterable. There\u2019s a lot we\u2019re proud of and, for posterity, we want to make sure we document it as we head into 2022.<\/p>\r\n<p>Let\u2019s take a look back at some of our proudest achievements.<\/p>\r\n<h3>Surpassed $100M ARR<\/h3>\r\n<p>There\u2019s no way this wasn\u2019t making the list. With Annual Recurring Revenue (ARR) demonstrating tangible growth, <a href=\"https:\/\/iterable.com\/blog\/a-memorable-milestone-celebrating-100m-arr\/\" target=\"_blank\" rel=\"noopener\">reaching $100M ARR<\/a> is a huge milestone for Iterable, our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customers<\/a>, <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partners<\/a>, and stakeholders. We couldn\u2019t have achieved this without dedication to our culture, technology, and global impact. Our Iterators are at the heart of the business and being able to show the impact of their hard work, in such a big way, is something to be proud of.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-96790\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/100M-ARR.jpeg\" alt=\"EOY Recap 2021 - 100M ARR\" width=\"2560\" height=\"1710\" \/><\/p>\r\n<blockquote>\r\n<p><em>\u201cThis is a tremendous milestone for Iterable, and an incredible moment for our team, customers, partners, and investors. It\u2019s a true testament to the hard work and dedication of our team, and a key indicator of being at the forefront of a rapidly evolving market.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Andrew Boni, CEO and Co-Founder of Iterable<\/p>\r\n<\/blockquote>\r\n<h3>Activate Live 2021<\/h3>\r\n<p>With the world on lockdown during COVID, we still wanted to bring our community of world-class marketers together. <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> brought everyone together\u2014virtually\u2026and on an island! Thousands of conference-goers built their own avatars and explored the virtual space as if it were an in-person conference. Attendees could network, shoot hoops, or even cruise around in a speed boat. All between sessions, of course. But, the pi\u00e8ce de r\u00e9sistance was our content, with speakers from brands like DoorDash, Stitcher, and our keynote speaker, <a href=\"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/\" target=\"_blank\" rel=\"noopener\">Bozoma Saint John, CMO of Netflix<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-96796\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Activate-2021.png\" alt=\"EOY Recap 2021 - Activate\" width=\"1326\" height=\"1170\" \/><\/p>\r\n<p><em>Want to join in on the fun? Be sure to <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">register for Activate 2022<\/a>!<\/em><\/p>\r\n<h3>Stephanie Buscemi Joined Our Board of Directors<\/h3>\r\n<p>In 2021, we also added a new member to our board of directors: <a href=\"https:\/\/iterable.com\/blog\/our-new-board-member-qa-with-stephanie-buscemi\/\" target=\"_blank\" rel=\"noopener\">Stephanie Buscemi<\/a>, former CMO of Salesforce. With 25 years of enterprise software experience under her belt, Stephanie is the perfect fit to join the Iterable board. Not only does she have knowledge of legacy platforms, but she also understands modern martech stacks and what customers need and want to run successful marketing programs. Iterable is on the cutting edge of digital marketing technology, and we\u2019re glad to have Stephanie along for the ride.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIterable is at the forefront of this marketing transformation. They are guiding some of the world\u2019s most advanced marketers in industries, like consumer packaged goods and retail, on how to orchestrate rich customer experiences at scale, striking the right balance between privacy and personalization.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Stephanie Buscemi, Iterable Board Member<\/p>\r\n<\/blockquote>\r\n<h3>Welcomed Our Head of DE&amp;I, Markita Jack<\/h3>\r\n<p>With Trust as one of our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">four core values<\/a>, to help support our Iterators, we made it our mission this year to bring diversity, equity, and inclusion to the forefront. So, in August of this year, we hired our Head of DE&amp;I, Markita Jack. <a href=\"https:\/\/iterable.com\/blog\/leading-in-the-future-of-dei-qa-with-markita-jack\/\" target=\"_blank\" rel=\"noopener\">We recently sat down with Markita<\/a> to hear her thoughts on why she chose Iterable and what she envisions for Iterable in the future.<\/p>\r\n<blockquote>\r\n<p><em>\u201cMy goal is to continue to empower Iterators to do the best work of their careers, building on the success of DE&amp;I <a href=\"https:\/\/blog.galvanize.com\/galvanize-and-iterable-announce-three-scholarships-for-underrepresented-individuals\/\" target=\"_blank\" rel=\"noopener\">programs<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6792542050723213312\/?UTM_Source=Social&amp;UTM_Medium=Bambu\" target=\"_blank\" rel=\"noopener\">campaigns<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/impact-at-iterable-empowering-progress-through-people\/\" target=\"_blank\" rel=\"noopener\">initiatives<\/a> already launched by the Iterable team.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Markita Jack, Head of DE&amp;I at Iterable<\/p>\r\n<\/blockquote>\r\n<h3>The Iterable Expies<\/h3>\r\n<p>In the past we have had an awards program but this year we completely rebranded and reinvigorated it. Now known as the <a href=\"https:\/\/iterable.com\/customer-awards\/\" target=\"_blank\" rel=\"noopener\">Iterable Expies<\/a>, these awards aim to recognize our customers who have elevated their customers\u2019 experience. The Expies have multiple categories, including \u201cMarketing Dream Team of the Year\u201d and \u201cBest Use of Data,\u201d with the goal of highlighting the best of the best in personalized marketing.<\/p>\r\n<p>Some of the winners included UNiDAYS, Calm, and Zoopla. <a href=\"https:\/\/iterable.com\/blog\/announcing-the-winners-of-the-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">Check out the rest of this year\u2019s winners<\/a> to see what it takes for your team to win next year!<\/p>\r\n<h3>Iterable Wins App Engagement Platform Award<\/h3>\r\n<p>One of our more recent accomplishments was winning an <a href=\"https:\/\/iterable.com\/blog\/iterable-wins-app-engagement-platform-award-from-app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">App Engagement Platform Award from App Growth Awards<\/a>. We wanted to highlight this award because it focuses on mobile marketing. Because Iterable is designed to help our customers create seamless cross-channel experiences, which includes channels outside of email, we were thrilled to be recognized for our mobile marketing capabilities.<\/p>\r\n<blockquote>\r\n<p><em>\u201cConsumers are constantly attached to their phones, and brands want to be constantly attached to consumers, so it should come as no surprise that the app economy has seen such enormous growth.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Hannah Ogden, Senior Strategy Consultant at Iterable<\/p>\r\n<\/blockquote>\r\n<h3>Excited for What the Future Has in Store<\/h3>\r\n<p>Clearly, 2021 has been a busy year for Iterable, but we\u2019re even more excited to see what we can accomplish in 2022 with our team and community of expert marketers.\u00a0<\/p>\r\n<p>Thank you all for joining us this past year. We hope everyone has a happy and healthy New Year. Onwards!<\/p>","post_title":"Recapping 2021 with Team Iterable","post_excerpt":"We're recapping 2021 with some of our team accomplishments here at Iterable. There\u2019s a lot we\u2019re proud of as we head into 2022!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"recapping-2021-with-team-iterable","to_ping":"","pinged":"","post_modified":"2021-12-22 11:15:13","post_modified_gmt":"2021-12-22 19:15:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96740","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 22, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/recapping-2021-with-team-iterable\/"},{"ID":96781,"post_author":"79","post_date":"2021-12-21 11:19:01","post_date_gmt":"2021-12-21 19:19:01","post_content":"<p>In 2021, we learned to survive (and thrive) in the midst of a pandemic. In the last 12 months, we\u2019ve added vaccine cards to our Apple Wallets, taught our grandparents how to FaceTime, and embraced e-commerce. Technology made connection and commerce feasible in isolation.<\/p>\r\n<p>It has been fascinating to see the acceleration of <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> and the proliferation of new digital business models in the last 18 months. For the Iterable team, platforms like Zoom, Slack, Miro, Workboard, and more have enabled our continued collaboration, keeping us close while remote. And for our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customers<\/a>\u2014the brands and businesses all around you\u2014our platform made the transition from in-person to online not only feasible, but profitable.<\/p>\r\n<p>We've made <a href=\"https:\/\/iterable.com\/blog\/business-benefits-of-iterables-partnership-with-snowflake\/\" target=\"_blank\" rel=\"noopener\">a lot of<\/a> <a href=\"https:\/\/iterable.com\/blog\/iterable-strengthens-relationship-with-shopify-joins-app-store\/\" target=\"_blank\" rel=\"noopener\">progress<\/a> <a href=\"https:\/\/iterable.com\/blog\/iterable-aurora-ux-enhancements-overview-pages-folders\/\" target=\"_blank\" rel=\"noopener\">this year<\/a> in advancing the Iterable platform to meet the needs of our customers. It has been so rewarding to watch our customers grow and to see their customer experiences change the way consumers interact with the brands they love. That's why, throughout the year,\u00a0 we were also so pleased to receive recognition in the form of multiple tech industry awards that spanned from platform-specific wins, to celebrating our executives, to showcasing our highly-valued culture.<\/p>\r\n<h3>Tech Industry Awards and Recognition<\/h3>\r\n<p>With an ever-increasing number of companies entering the martech space, we're proud and <em>extremely <\/em>grateful to be recognized by the below organizations. We've said it before and will say it again, thank you to everyone in the Iterable community for everything you've done this past year. Our customers, <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partners<\/a>, stakeholders, and supporters have had an impact in helping us get to where we are now. Most importantly, every Iterable employee plays a part in making Iterable what it is today. Our culture and platform are representative of how talented our workforce is in moving technology and the future of work forward.\u00a0<\/p>\r\n<p>Our 2021 awards and recognitions confirm our commitment to improving the customer experience for everyone, from back to front.\u00a0<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/5TgGmMxeR54\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h3>Moving Forward, Together<\/h3>\r\n<p>We\u2019re honored to receive industry recognition, and are proud of our team for doing work that is worth celebrating. From product to workplace, these awards showcase what we do, who we are, and where we're going. They are a reminder that doing good and doing good work go hand in hand. Guided by our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">values<\/a>, and powered by our people, we\u2019re honored to be in a position where we can lead in a more equitable and exciting future in tech. Together.<\/p>\r\n<p><em>Interested in learning more about Iterable\u2019s award-winning team and products? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo today<\/a>!<\/em><\/p>","post_title":"Iterable\u2019s 2021 Tech Industry Awards and Recognition Roundup","post_excerpt":"Our 2021 tech industry awards and recognitions confirm our commitment to our customers: connect people to the products that bring them joy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterables-2021-tech-industry-awards-and-recognition-roundup","to_ping":"","pinged":"","post_modified":"2021-12-21 11:19:01","post_modified_gmt":"2021-12-21 19:19:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96781","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"tech industry awards 2021\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterables-2021-tech-industry-awards-and-recognition-roundup\/"},{"ID":96037,"post_author":"79","post_date":"2021-12-17 15:30:34","post_date_gmt":"2021-12-17 23:30:34","post_content":"<p>As one of the <a href=\"https:\/\/blogs.constantcontact.com\/what-is-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener\">most impactful marketing channels<\/a>, email deserves some time in the spotlight. In the past year, there have been some heavy-hitters in terms of effective email campaigns and we wanted to give credit where credit is due by highlighting some of the best emails from 2021. However, we want to call out that, for us, \u201cbest\u201d doesn\u2019t always mean the flashiest gifs or the funniest copy (although, that doesn\u2019t hurt).<\/p>\r\n<p>We\u2019re thinking about \u201cbest\u201d in terms of the customer experience. The emails we selected aim to improve the recipients\u2019 interactions with the brands who sent them. Whether a welcome campaign or an abandoned cart campaign, the following examples know how to guide customers through their journeys in a personalized way.<\/p>\r\n<p>Let\u2019s see who made the cut.<\/p>\r\n<h3>1. Tuft &amp; Needle<\/h3>\r\n<p>Starting off the best emails from 2021 is this <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">abandoned cart email.<\/a>\u00a0Mattress brand <a href=\"https:\/\/www.tuftandneedle.com\/\" target=\"_blank\" rel=\"noopener\">Tuft &amp; Needle<\/a> thought about their messaging from the customers\u2019 points-of-view. Mattresses tend to have a high price point, making it hard for customers to click \u201cbuy\u201d online. Rather than trying to persuade customers to make a purchase by offering discounts, Tuft &amp; Needle chose to educate the consumer, via an abandoned cart series, with the goal of making them more comfortable with the buying process.<\/p>\r\n\r\n[caption id=\"attachment_96702\" align=\"alignnone\" width=\"632\"]<img class=\"size-full wp-image-96702\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Tuft-_-Needle-Abandoned-Cart-Email-1.png\" alt=\"Best Emails of 2021\" width=\"632\" height=\"1315\" \/> <em>As part one of a three-part campaign, Tuft &amp; Needle avoided salesy messaging in exchange for educational content. Source: <a href=\"https:\/\/sleeknote.com\/blog\/best-email-marketing-examples\" target=\"_blank\" rel=\"noopener\">Sleeknote<\/a>.<\/em>[\/caption]\r\n\r\n<p>Not only is this email incredibly helpful for a customer who is debating whether or not to purchase, but it\u2019s also personalized. The copy has the customer\u2019s name, immediately communicating that Tuft &amp; Needle is paying attention to, and values, each individual user.<\/p>\r\n<h3>2. Le Tote<\/h3>\r\n<p>In another non-salesly abandoned cart email, <a href=\"https:\/\/letote.com\/\" target=\"_blank\" rel=\"noopener\">Le Tote<\/a>, an online women's clothing rental business, highlighted their number one value proposition up front. Le Tote recognized that when deciding to make an online purchase with traditional clothing retailers, shoppers may experience \u201cbuyer\u2019s remorse,\u201d or regret their purchase. But, because customers can rent clothes from Le Tote and return whatever they\u2019re not planning to keep, they don\u2019t have to worry about buyer\u2019s remorse. Renter\u2019s remorse isn\u2019t a thing.<\/p>\r\n\r\n[caption id=\"attachment_96708\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-96708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Le-Tote_2021-04-02_0846_friday_Still-thinking-it-over-2.png\" alt=\"Le Tote - Best Emails\" width=\"800\" height=\"1425\" \/> <em>Le Tote features their differentiating quality right off the bat. Nervous about purchasing? Just rent. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/f128601c-252f-6f97-858f-ab8b83d7dff8?list_id=671\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Then, the following copy and the CTA both draw more attention to the fact that the customer will rent the items in their cart, not purchase.<\/p>\r\n<h3>3. FabFitFun<\/h3>\r\n<p>Moving away from abandoned cart emails, we\u2019re shifting focus to <a href=\"https:\/\/fabfitfun.com\/\" target=\"_blank\" rel=\"noopener\">FabFitFun<\/a>, a subscription box service, and their <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a>. The goal of this email is to get new members to purchase their first box and customize it to ensure they\u2019ll like the products they receive. Right away, the copy makes it clear that this is a welcome email. But then, as an added bonus, FabFitFun offers a coupon plus a free gift\u2014all above the fold.<\/p>\r\n\r\n[caption id=\"attachment_96714\" align=\"alignnone\" width=\"800\"]<img class=\"wp-image-96714 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/FabFitFun_2021-04-06_0230_tuesday_Yay-you-did-it-.png\" alt=\"FabFitFun Welcome\" width=\"800\" height=\"2927\" \/> <em>To welcome new customers, FabFitFun includes a coupon and an explanation of how the service works. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/40f22a81-3b63-0eec-cdaf-4ae5c80ec9a5?list_id=684\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>As customers scroll down the email, they\u2019re guided through the FabFitFun process. When offering a service that\u2019s not a traditional retail exchange\u2014like a subscription box\u2014it\u2019s beneficial to include:<\/p>\r\n<ul>\r\n\t<li>A breakdown of how the business model works. Step-by-step directions with photos can assuage customer concerns when approaching a process they\u2019re not familiar with<\/li>\r\n\t<li>A non-committal CTA. The CTA in this email is \u201ccustomize now.\u201d Instead of leading the customer directly to purchase, it\u2019s guiding the customer to look at the available options.<\/li>\r\n<\/ul>\r\n<p>This welcome email isn\u2019t a push to purchase, but a gentle, yet helpful, nudge.<\/p>\r\n<h3>4. Blue Bottle<\/h3>\r\n<p>With <a href=\"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/\" target=\"_blank\" rel=\"noopener\">supply chain<\/a> issues plaguing holiday shopping, <a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle<\/a>, a coffee roaster and retailer, wanted to get ahead of the panic. With this promotional email, Blue Bottle set clear expectations for customers. With a banner at the top, header copy, and body copy all clarifying the December 15th deadline, Blue Bottle wanted to ensure customers had the opportunity to get what they needed in time for the holidays.<\/p>\r\n\r\n[caption id=\"attachment_96720\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-96720\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Blue-Bottle-Coffee_2021-12-12_1200_sunday_Only-3-Days-Left-to-Order-for-On-Ti.png\" alt=\"Blue Bottle Best Emails\" width=\"800\" height=\"1613\" \/> <em>Blue Bottle wanted to make sure customers ordered products on time for the holidays. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b0d03f5d-7547-2d68-17a0-53372516f2db?company_id=59\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>What we particularly like about this email is the lack of fluff. It\u2019s a straightforward message, with pertinent information clearly stated. If a customer wasn\u2019t placing an order because they weren\u2019t sure if it would arrive by the holidays, they\u2019ll place their order now.<\/p>\r\n<h3>5. Bokksu<\/h3>\r\n<p>Last but not least, we have <a href=\"https:\/\/www.bokksu.com\/\" target=\"_blank\" rel=\"noopener\">Bokksu<\/a>. Bokksu, a Japanese snack subscription box company, nailed their <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback<\/a> email. By incorporating FOMO (fear of missing out), Bokksu set out to show churned customers what they\u2019ve been missing.<\/p>\r\n<p>At the very top, there is a CTA to resubscribe. Bokksu wanted to give customers quick access to rejoining. Then, as customers scroll they can view some specific box themes. Each theme has its own CTA, so customers can examine each one more closely.<\/p>\r\n\r\n[caption id=\"attachment_96726\" align=\"alignnone\" width=\"800\"]<img class=\"wp-image-96726 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Bokksu_2021-02-18_1559_thursday_You-ve-missed-over-30-different-sna.png\" alt=\"Bokksu Winback\" width=\"800\" height=\"2949\" \/> <em>Bokksu included four different CTAs in their winback email. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/dae79fcd-c810-c91a-8432-d23fa4564c7b?list_id=9\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>At the very bottom there is a CTA guiding users to see what the next box would be. We love this email because it combines value added for current customers with multiple ways to get churned customers back to the site. Offering a variety of paths not only increases the chances the customer will visit, but it also gives Bokksu additional customer data, based on which CTA they choose.<\/p>\r\n<h3>The Best Emails from 2021 Focus on the Customer Experience<\/h3>\r\n<p>The best emails from 2021 put the customers first. When designing effective email campaigns, it\u2019s important to think about what a customer may need at each point in their journey. Why are they getting stuck at this stage? Do they need to do more research about a large purchase? Are they not sure if they\u2019ll get an order in time?<\/p>\r\n<p>Thinking about what additional information a customer needs at their individual bottleneck in the customer journey will help make your emails more impactful. Who knows, next year your emails could land on this list.<\/p>\r\n<p><em>To learn more about how to improve your email marketing in 2022 and beyond, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"A Look Back at the Best Emails from 2021","post_excerpt":"There have been some heavy-hitters in terms of effective email campaigns and we wanted highlight some of the best emails from 2021","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-look-back-at-the-best-emails-from-2021","to_ping":"","pinged":"","post_modified":"2021-12-17 15:30:34","post_modified_gmt":"2021-12-17 23:30:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96037","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Best Emails of 2021\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-look-back-at-the-best-emails-from-2021\/"},{"ID":96032,"post_author":"79","post_date":"2021-12-16 20:26:45","post_date_gmt":"2021-12-17 04:26:45","post_content":"<p>Cross-channel marketing is our bread and butter. It\u2019s kind of our thing. We know that to create a quality customer experience, customers should be able to bounce from channel to channel while continuing to receive seamless, personalized marketing messaging.<\/p>\r\n<p>As the year draws to a close we decided to embrace the nostalgia and take a look back at some of our customer stories that best embody cross-channel marketing. Who really hit the nail on the head and created a one-of-a-kind customer experience?<\/p>\r\n<p>Let\u2019s stroll down memory lane together as we explore our customers\u2019 stories and revisit the successes they saw after implementing a fully cross-channel experience.<\/p>\r\n<h3>1. Jersey Mike\u2019s<\/h3>\r\n<p>Talk about a cross-channel hero. (Get it? They\u2019re a sandwich chain.) We\u2019re spotlighting Jersey Mike\u2019s because they\u2019re not a digitally-native brand. Born in 1956, <a href=\"https:\/\/www.jerseymikes.com\/\" target=\"_blank\" rel=\"noopener\">Jersey Mike\u2019s<\/a> had to completely rethink their marketing strategy to keep up with the constantly evolving landscape. One way they <a href=\"https:\/\/iterable.com\/blog\/brick-and-mortar-gone-modern-jersey-mikes-in-app-cx\/\" target=\"_blank\" rel=\"noopener\">modernized their marketing<\/a> was by updating their mobile app and guiding users there, instead of the mobile site.<\/p>\r\n<p>By collecting cross-channel data with the goal of re-engaging loyalty program members, Jersey Mike\u2019s was able to see which customers hadn\u2019t made an in-app purchase in the past three months and then sent those customers an email reminding them to check out the app. Cross-channel marketing is all about meeting the customer where they are, ultimately to creating an experience that builds customer trust.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/jersey-mikes\/\" target=\"_blank\" rel=\"noopener\">Learn more about Jersey Mike\u2019s digital transformation.<\/a><\/em><\/p>\r\n<h3>2. Care.com<\/h3>\r\n<p><a href=\"https:\/\/www.care.com\/\" target=\"_blank\" rel=\"noopener\">Care.com<\/a>, an online marketplace for childcare, senior care, special needs care, tutoring, pet care, and housekeeping, had a variety of marketing tools at their disposal, each dedicated to a different channel or different type of marketing message. Not only was it difficult to maintain each individual platform, but getting a complete picture of an individual customer, who may have interacted with multiple channels, was proving to be an unnecessarily heavy lift for the marketing team. So, Care.com set out to <a href=\"https:\/\/iterable.com\/blog\/how-and-why-care-modernized-tech-stack\/\" target=\"_blank\" rel=\"noopener\">update their martech stack<\/a>.<\/p>\r\n<p>By consolidating their martech stack into one platform, and taking advantage of <a href=\"https:\/\/iterable.com\/blog\/5-ways-we-partnered-to-make-martech-stack-moves\/\" target=\"_blank\" rel=\"noopener\">technology partners<\/a>, Care.com was able to create an information loop that broke down the silos that had previously existed between their marketing tools. Now, Care.com can create cross-channel campaigns, like abandoned cart campaigns, and get a full picture of how their customers are interacting with each channel.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/care-com\/\" target=\"_blank\" rel=\"noopener\">Learn more about Care.com\u2019s cross-channel successes.<\/a><\/em><\/p>\r\n<h3>3. Honeybook<\/h3>\r\n<p><a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">Honeybook<\/a>, a brand dedicated to helping small businesses run efficiently, was looking to create a complete lifecycle strategy for customers. They wanted to be able to connect with their customers at each step of their individual journeys, ensure they were getting the best possible experience, and, ultimately, attract and retain subscribers. To do this, Honeybook needed to understand how each customer used their marketing channels and, because of <a href=\"https:\/\/iterable.com\/blog\/honeybook-solopreneurs-sustained-growth-dream-it-build-it-make-it\/\" target=\"_blank\" rel=\"noopener\">rapid growth<\/a>, they needed to do it quickly.<\/p>\r\n<p>With a 15-day migration to Iterable, Honeybook was able to hit the ground running and introduce segmentation that helped them better understand how, where, and and when customers were interacting with their product. As a result, they were able to create campaigns that align with every stage of the customer lifecycle.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/honeybook\/\" target=\"_blank\" rel=\"noopener\">Learn more about Honeybook\u2019s migration to Iterable.<\/a><\/em><\/p>\r\n<h3>4. SeatGeek<\/h3>\r\n<p><a href=\"https:\/\/seatgeek.com\/\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a> found themselves in a unique position. Because they\u2019re a ticket marketplace for a wide variety of events, their customers didn\u2019t really fit into one category. So, they had to figure out how to best market their services to an incredibly diverse audience. While in the past, email and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> had proven to be the most effective, they were struggling to deliver seamless experiences because their push notification provider and email service provider were on two separate platforms.<\/p>\r\n<p>To build a truly cross-channel experience, SeatGeek consolidated their marketing tools onto one platform, Iterable, and were able to implement triggered messages, automated newsletters with dynamic content, and a welcome workflow. With the architecture in place to support both mobile and email marketing capabilities, Iterable gave SeatGeek the power to <a href=\"https:\/\/iterable.com\/blog\/seatgeek-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">improve their customer experience<\/a>.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/seatgeek\/\" target=\"_blank\" rel=\"noopener\">Learn more about SeatGeek\u2019s mobile and email consolidation.<\/a><\/em><\/p>\r\n<h3>5. Madison Reed<\/h3>\r\n<p>Cross-channel marketing doesn\u2019t always apply strictly to digital marketing channels. Realizing that responding to exactly what customers need, when they need it, is crucial for maintaining strong relationships, <a href=\"https:\/\/www.madison-reed.com\/\" target=\"_blank\" rel=\"noopener\">Madison Reed<\/a>, a hair care brand, set out to connect their customers\u2019 offline and online experiences, seamlessly.<\/p>\r\n<p>By integrating web, email, SMS, direct mail, and other marketing channels, Madison Reed was able to automatically create campaigns that <a href=\"https:\/\/iterable.com\/blog\/madison-reed-increases-subscription-rate\/\" target=\"_blank\" rel=\"noopener\">kept customers connected<\/a>. Their reactivation workflows, for example, kept track of when customers were predicted to reorder hair care products and, if they didn\u2019t, they would be automatically entered into a reactivation workflow that reminded them to stock up.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/madison-reed\/\" target=\"_blank\" rel=\"noopener\">Learn more about Madison Reed\u2019s reactivation campaign, among others.<\/a><\/em><\/p>\r\n<h3>Cross-Channel Marketing Champions<\/h3>\r\n<p>These are just a handful of <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customer stories<\/a> we could highlight that demonstrate the importance and value of creating a true cross-channel customer experience. Customers today are expecting brands to know who they are as an individual and, with that, customers expect marketing communications to be tailored to their unique needs. To get a holistic picture of each of your customers, without burning out your marketing team, your data needs to be consolidated and your marketing efforts need to be automated. As we head into 2022, cross-channel marketing is no longer optional.<\/p>\r\n<p><em>To learn more about Iterable\u2019s cross-channel capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"5 Ways Our Customers Crushed Cross-Channel Marketing","post_excerpt":"Cross-channel marketing is kind of our thing. A quality customer experience allows customers to bounce between channels with ease.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-ways-our-customer-crushed-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2021-12-16 20:26:45","post_modified_gmt":"2021-12-17 04:26:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96032","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Cross-channel marketing champions\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-ways-our-customer-crushed-cross-channel-marketing\/"},{"ID":95959,"post_author":"71","post_date":"2021-12-16 14:29:47","post_date_gmt":"2021-12-16 22:29:47","post_content":"<p>Over the last year, we have seen an incremental surge in new apps entering the market. The question is - should your business have an app and if so - how can you build a best-in-class app engagement strategy?<\/p>\r\n<p>We recently moderated a panel at The App Promotion Summit where we chatted with leaders from Taxifx, Wolt, and Blacklane to discuss top tips and strategies for building a successful app product.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to develop an engaging app strategy<\/li>\r\n\t<li>Customer retention strategies<\/li>\r\n\t<li>How to create a unified customer experience<\/li>\r\n<\/ul>","post_title":"Developing a Great App Engagement Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"developing-a-great-app-engagement-strategy","to_ping":"","pinged":"","post_modified":"2021-12-16 14:51:34","post_modified_gmt":"2021-12-16 22:51:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=95959","menu_order":14,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 16, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/developing-a-great-app-engagement-strategy\/"},{"ID":96648,"post_author":"79","post_date":"2021-12-16 11:51:38","post_date_gmt":"2021-12-16 19:51:38","post_content":"<p>Nothing says the holidays like a little bit of stress. But unlike too many seasonal sweets, anxiety isn\u2019t something you can walk off.<\/p>\r\n<p>The holidays are meant to be a time to take a breath, recharge, and reflect on the past 12 months. Even before COVID-19, <a href=\"https:\/\/www.studyfinds.org\/jingle-bell-crock-88-of-americans-feel-the-holiday-season-is-most-stressful-time-of-year\/#:~:text=In%20all%2C%2077%25%20of%20respondents,and%20worn%20down%20than%20ever.&amp;text=More%20over%2C%20for%20many%2C%20excessive,usually%20peaks%20in%20late%20November.\" target=\"_blank\" rel=\"noopener\">77% of American consumers<\/a> reported that they had a very hard time relaxing during the holidays, and felt more stressed and worn down than before.<\/p>\r\n<p>For the last 18 months, 24 days, and 16 hours or so (who\u2019s counting), companies have learned to succeed as businesses in a COVID-centric environment. We\u2019ve experimented with workflows, remote working collaboration tools (Thanks, Zoom!), and socially-distanced company celebrations.<\/p>\r\n<p>But, how can companies step up to the plate this season to improve employee mental health and help us succeed as people? We reached out to Iterable\u2019s Zenit community group\u2014our company\u2019s safe space for mindfulness, meditation, and now, meaningful advice.<\/p>\r\n<h3>\u2018Tis the Season for Companies to Step Up<\/h3>\r\n<h4>1. Normalize the Normative<\/h4>\r\n<p>At work, back-to-back meetings leave little room for conversation or transparent discussion. Packed schedules propagate office speak and surface-level conversations. To improve employee mental health, instead of limiting time for employees to connect and build relationships with their colleagues, workplaces should focus their time and attention on ensuring employees have environments where honest discussion can take place.<\/p>\r\n<p>\u201cAs a remote employee, I\u2019m prone to booking back-to-back Zoom meetings. On paper, a packed schedule is great for productivity, but in reality it leaves little time for frivolity and transparency. I find myself repeating the same commentary, without getting anywhere authentic or real with my colleagues.\u201d shares Lauren Benner, Social Media and Communications Manager at Iterable. \u201dIn reality, Mondays are NOT a cause for celebration. Heck, Monday is the start of a work week! And on Friday nights, many of us have no plans at all. Business leaders can support team-building and boost morale by giving employees space to keep it real at work.\u201d<\/p>\r\n<p>Iterable\u2019s Affinity Groups and Community Groups provide opportunities to facilitate open and honest conversations, and remote Happy Hours and team syncs allow time for people to chat about what\u2019s really going on.<\/p>\r\n<h4>2. Work to Live, Don\u2019t Live to Work<\/h4>\r\n<p>The fact of the matter is that people have been in a pressure-cooker of stress for the past 20 months. This stress has taken a toll, and raised awareness on the impact overworking and over-stressing can have on holistic health and wellbeing. This new \u201cenlightened\u201d workforce is demanding more from workplaces; more flexibility, more vacation, and more care.<\/p>\r\n<p>When the \u201cnine-to-five\u201d narrative no longer resonates, what can business leaders do? Move away from the classic retention questions of \u201chow can we keep employees at the company,\u201d and toward a more mission-driven inquiry like \u201chow can we create opportunities for people to feel fulfilled.\u201d And during the holidays, that means family takes precedence over the fiscal year.<\/p>\r\n<p>\u201cThere are times and seasons during the year where family takes precedence over work. This is especially true during the holiday season, when employees are juggling Nutcracker recitals and busy preparing for incoming in-laws,\u201d shares Brian Fisher, Manager of Demo Solutions at Iterable. \u201cNo one understands an employee's work better than the employee themselves. You can mitigate their stress by allowing for flexibility in their workday during the holiday season. Businesses can trust that your workforce can hit their targets, without micromanaging.\u201d<\/p>\r\n<p>With a focus on employee mental health, Iterable\u2019s people-first priorities allow for flexibility when it comes to workspace, work mode, and work hours. We\u2019re also hosting a meeting-free week in the last week of the year, to remove the stress of Zoom and provide more time for zen.<\/p>\r\n<h4>3. Variety is the Spice of Life<\/h4>\r\n<p>We all know about <a href=\"https:\/\/www.fastcompany.com\/90696814\/4-signs-youre-experiencing-burnout-according-to-a-cognitive-scientist\" target=\"_blank\" rel=\"noopener\">burnout<\/a> and why it\u2019s bad. But fewer of us have heard about \u2018boreout\u2019\u2014a related phenomenon that sounds eerily familiar to Sasha Baron Cohen\u2019s famous film, and is, arguably, as detrimental.<\/p>\r\n<p><a href=\"https:\/\/www.entrepreneur.com\/article\/378934\" target=\"_blank\" rel=\"noopener\">Boreout<\/a> happens when we are bored to the point where life feels meaningless. It\u2019s a symptom of repetition that makes us feel pointless, and our work devoid of value. It doesn\u2019t get as much attention, but it can cause just as many problems as its cousin, burnout. Boreout is top-of-mind because travel and lockdown restrictions, caused by COVID-19, have propagated a cyclical lifestyle of \u201cwake, work, sleep, repeat.\u201d The weekends? Not much different than the day-to-day.<\/p>\r\n<p>For companies, recognizing the issues inherent in boreout is a good first step to improving employee mental health. Step two? Doing something about it.<\/p>\r\n<p>\u201cThe inherent beauty of remote work is that you can work from anywhere. Employees should take advantage of this reality, and businesses should support their \u2018wanderlust\u2019 proclivities,\u201d shares Peter Doro, Senior Solutions Consultant at Iterable. \u201c Adjust budgets to allow for employees to work from B&amp;Bs. Provide incentives for remote employees who want to work in a new setting, or learn from a new community. Allow flexible time off, which will empower employees to take time to travel safely from their home to their destination!\u201d<\/p>\r\n<h4>4. Humanize the OOO<\/h4>\r\n<p>We\u2019d wager that, at one point or another, you\u2019ve called in sick when you <del>wanted<\/del> needed a vacation day. Maybe you\u2019ve felt the dual pressure of process and parenting, and have been forced to use up vacation days to take your child to their tap-dance performances. Perhaps you\u2019re guilty of submitting vacation requests with the standard \u201cOOO\u201d label, feeling like visiting \u201cEpcot\u201d wasn\u2019t a worthy reason to avoid working.<\/p>\r\n<p>Whatever your reality, be assured that you are not alone.<\/p>\r\n<p>\u201cAn impactful, and simple, action that leaders can take to promote a healthy work-life culture is to vocalize how they practice balance at work. There\u2019s nothing wrong with blocking off your lunch to walk your dogs, taking a half-day to have a daddy-daughter date, or not scheduling meetings one day because you\u2019re working from a beauty salon. So, personalize that out of office (at least internally). The only way employees will feel comfortable enough to be truthful and transparent about their schedules is if leadership takes the\u2026lead.\u201d shares Aliyah Powell, DE&amp;I Manager at Iterable. \u201cWe\u2019re really drilling down on this messaging at Iterable, and empowering leaders with the tools they need to propagate this messaging and model these behaviors.\u201d<\/p>\r\n<p>Business leaders can support the trickle down effect by acting on the call for OOO transparency, and businesses can help change the narrative by providing dedicated spaces for mindfulness and reality checks.<\/p>\r\n<h3>Communities to Improve Employee Mental Health<\/h3>\r\n<p>Stress is normal. But that doesn\u2019t mean it's necessary. The holiday seasons are a particularly painful time of year for some employees, and as a result, businesses should drill into their people-first programming in December and January. But this shouldn\u2019t be the only time of the year that People teams activate their amity.<\/p>\r\n<p>Advice from a team who was recognized at <a href=\"https:\/\/digiday.com\/media\/the-2021-digiday-awards-shortlist\/\" target=\"_blank\" rel=\"noopener\">Digiday\u2019s Best Work Life Culture Awards<\/a> (hint hint, that\u2019s us)? A healthy workplace is a thriving workplace and businesses who want to succeed need to ensure they are supporting the mental health of their workforce year-round.<\/p>\r\n<p><em>Iterable is growing, and we\u2019re looking for like-minded leaders to join our team! Explore open roles on our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers<\/a> page.<\/em><\/p>","post_title":"4 Ways to Improve Employee Mental Health During the Holidays","post_excerpt":"How can companies step up to the plate this season to improve employee mental health and help us succeed as people?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-to-improve-employee-mental-health-during-the-holidays","to_ping":"","pinged":"","post_modified":"2021-12-16 11:51:38","post_modified_gmt":"2021-12-16 19:51:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96648","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Improving Employee Mental Health\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-to-improve-employee-mental-health-during-the-holidays\/"},{"ID":96616,"post_author":"79","post_date":"2021-12-15 09:57:12","post_date_gmt":"2021-12-15 17:57:12","post_content":"<p>So far, in our Customer Experience (CX) Analysis series, we\u2019ve done a deep dive into the customer experiences of <a href=\"https:\/\/iterable.com\/blog\/unfolding-the-bed-bath-beyond-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Bed Bath &amp; Beyond<\/a>, <a href=\"https:\/\/iterable.com\/blog\/nikes-customer-experience-puts-their-best-foot-forward\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, and a <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener\">variety of other retail brands<\/a>. Now, however, we want to pivot away from retail to focus on how non-retail brands\u2014specifically, non-profits\u2014approach the customer experience and non-profit marketing.<\/p>\r\n<p>Why non-profits? They need to develop quality marketing strategies as well\u2014perhaps even more than for-profits. Plus, we wanted to shine some light on what non-profit marketing entails and how non-profit brands are currently raising awareness for their causes.<\/p>\r\n<p>Over the three weeks of our first-hand research, we aimed to determine if the difference between \u201cget\u201d (retail) and \u201cgive\u201d (non-profit) impacts marketing channel usage, message types, message cadence, and other marketing factors. And, if it does, what are some steps non-profits can take to ensure they don\u2019t get overshadowed by promotional marketing?<\/p>\r\n<p>To get a glimpse of what non-profit marketing looks like, we zoomed in on one brand. We knew a donation would be a part of our research and, because we believe in their mission to advocate and promote social leadership, community activism, and citizenship, we decided to research <a href=\"https:\/\/www.dosomething.org\/us\\\" target=\"_blank\" rel=\"noopener\">DoSomething.org<\/a>.<\/p>\r\n<h3>Our DoSomething.org Customer Experience<\/h3>\r\n<p>In the attached analysis we illustrate the research process in a timeline to demonstrate when and how DoSomething.org shares their non-profit marketing messages.<\/p>\r\n<p>Over the three weeks we received:<\/p>\r\n<ul>\r\n\t<li>12 messages total<\/li>\r\n\t<li>9 emails (1 welcome, 1 transactional, 7 promotional)<\/li>\r\n\t<li>3 SMS messages<\/li>\r\n<\/ul>\r\n<p>Not only were we keeping an eye on how many messages we received, but what the content of those messages looked like.<\/p>\r\n<p>Right off the bat, we received a warm welcome email from Anthony, DoSomething.org\u2019s Digital Engagement Manager. This email had a high level of personalization, including our name in the subject line and body copy. We were also sent a welcome SMS with clear opt-out instructions.<\/p>\r\n<p>Another win? During sign-up, we had selected causes that we cared about, one of which was animal welfare. Within the first week we received an email with an animal-related cause (which you can learn more about <a href=\"https:\/\/www.dosomething.org\/us\/campaigns\/elephant-tusk-force\" target=\"_blank\" rel=\"noopener\">here<\/a>), clearly tailored to our user profile.<\/p>\r\n<p>As time went on, however, we started to notice a dwindling level of personalization. We had signed up for multiple newsletters including \u201cThe Breakdown\u201d and \u201cWhat You\u2019re Doing, \u201c both of which were sent on a weekly basis. While the newsletters were well constructed and aligned to an overarching weekly campaign, we were missing the personalization we had seen in the welcome and campaign-specific emails.<\/p>\r\n<p>The personalization skeleton is there, but there is the opportunity for DoSomething.org to further flesh out their strategy to deliver a seamless, individualized cross-channel experience for their users. See more in the analysis below to learn how non-profit marketing can create a great experience for their customers and the causes they care about.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/ITE_CX-Analysis_DoSomething.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-96617\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/ITE_CX-Analysis_DoSomething_Banner.png\" alt=\"DoSomething.org CX Analysis\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"How CX Plays a Role in Non-Profit Marketing","post_excerpt":"We're shining some light on what non-profit marketing entails and how non-profit brands are currently raising awareness for their causes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-cx-plays-a-role-in-non-profit-marketing","to_ping":"","pinged":"","post_modified":"2021-12-15 09:57:12","post_modified_gmt":"2021-12-15 17:57:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96616","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"December 15, 2021","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-cx-plays-a-role-in-non-profit-marketing\/"},{"ID":96595,"post_author":"79","post_date":"2021-12-13 15:02:36","post_date_gmt":"2021-12-13 23:02:36","post_content":"<p>We\u2019re thrilled to announce that Iterable has won the 2021 App Growth Award for <a href=\"https:\/\/apppromotionsummit.com\/app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">App Engagement Platform<\/a>. Winners of the App Growth Awards were first announced at Hotel Adlon in Berlin, at an awards ceremony held during the first day of the App Promotion Summit.<\/p>\r\n<p>Launched in 2017, <a href=\"https:\/\/apppromotionsummit.com\/app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">The App Growth Awards<\/a>, are the annual barometer for the global app growth and marketing ecosystem. The awards recognize the companies and individuals that are moving the app industry forward. Winners are celebrated for powering the app marketing, advertising, and monetization market forward through smart, bold, and innovative ideas.<\/p>\r\n<p>The 2021 App Growth Awards received hundreds of submissions from countries around the world, which were reviewed by a panel of 17 independent judges. We\u2019re proud to be recognized amongst the individuals, brands, and businesses\u2014like AppLovin, Adjust, Phiture, and Reface\u2014leading a more exciting future in app technology.<\/p>\r\n<h3>App Engagement Platform of The Year<\/h3>\r\n<p>The App Engagement Platform category focused on technology platforms and services that support mobile app engagement including <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a>, marketing automation, and chatbots. <a href=\"https:\/\/www.businessofapps.com\/news\/the-2021-app-growth-awards-finalists-announced\/\" target=\"_blank\" rel=\"noopener\">Finalists<\/a> in this category this year included Kumulos, Storyly, and Remerge.<\/p>\r\n<p>We\u2019re proud to be recognized for excellence in a category with such prominence and relevance. The app economy has skyrocketed in the past few years\u2014accelerated by the COVID-19 pandemic that forced consumers to work from home, shop online, virtually connect with friends, and stream more entertainment content, amid other behavioral shifts. With the app market expected to reach <a href=\"https:\/\/techcrunch.com\/2017\/06\/27\/app-economy-to-grow-to-6-3-trillion-in-2021-user-base-to-nearly-double-to-6-3-billion\/\" target=\"_blank\" rel=\"noopener\">$6.3 trillion by the end of 2021<\/a>, it doesn\u2019t seem to be slowing down.<\/p>\r\n<p>\u201cMobile devices are now being used for much more than just communicating with friends and family. When there\u2019s something you need to Google, a service you need to reschedule, or an item you want to purchase, your smartphone is the first thing you reach for. Consumers are constantly attached to their phones, and brands want to be constantly attached to consumers, so it should come as no surprise that the app economy has seen such enormous growth,\u201d shares Hannah Ogden, Senior Strategy Consultant at Iterable.<\/p>\r\n<blockquote>\r\n<p><em>\"It's incumbent on marketers to ensure their brand\u2019s app experience stands out in the fray.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>\u201cOf course, now that consumers are faced with a multitude of options when it comes to apps, it's incumbent on marketers to ensure their brand\u2019s app experience stands out in the fray. Orchestrating a top notch-customer experience through personalized messaging and seamless cross-channel campaigns is a necessity.\u201d<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/app-vs-mobile-site-when-to-focus-on-each\/\" target=\"_blank\" rel=\"noopener\">Mobile apps<\/a> play a key part in creating the connected and intimate cross-channel experiences that consumers crave. As consumer demands continue to escalate, there\u2019s no doubt that the mobile app economy will accelerate in tandem.<\/p>\r\n<h3>App Engagement at the App Promotion Summit<\/h3>\r\n<p>Of course, just because <a href=\"https:\/\/iterable.com\/blog\/recapping-the-state-of-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile phones<\/a> are always in consumer pockets doesn\u2019t mean brands have the right to be there. Marketers have to earn their consumer face-time. Earlier this month, Senior Director of Customer Success at Iterable, Eloise Shuttleworth, joined marketing leaders at <a href=\"https:\/\/apppromotionsummit.com\/berlin\/speakers\/\" target=\"_blank\" rel=\"noopener\">App Promotion Summit Berlin<\/a> to discuss the enormous impact that mobile app engagement can have on a brand\u2019s bottom line, when done correctly.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-96596\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/App-Promotion-Summit.png\" alt=\"app promotion summit berlin\" width=\"1280\" height=\"720\" \/><\/p>\r\n<p>Guiding the panel\u2019s conversation were two priority questions: 1) Should businesses have a mobile app and, if so, 2) How can businesses develop a best in class mobile app? The group also discussed how mobile app engagement can lead to greater customer retention, the role that mobile app engagement plays in creating a unified customer experience, and how businesses can operationalize and integrate mobile app engagement into their larger mobile marketing strategy.<\/p>\r\n<h3>The Future of Mobile App Engagement<\/h3>\r\n<p>With mobile app engagement, marketers have more opportunities to contact and connect with customers. And with <a href=\"https:\/\/www.newsday.com\/business\/coronavirus\/shoppers-business-iterable-survey-empathy-1.50070880\" target=\"_blank\" rel=\"noopener\">83% of consumers<\/a> preferring to shop with brands they have an emotional connection with, an opportunity to make contact can easily evolve into an opportunity to capitalize.<\/p>\r\n<p>Mobile app engagement is having a moment and, with consumers leaning into mobile as a primary channel of communication, this \u201cmoment\u201d will extend not only into the new year, but for years to come. Why put off the inevitable?<\/p>\r\n<p><em>Looking to develop a great mobile app engagement strategy? Learn more about <a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s mobile marketing solutions<\/a>.<\/em><\/p>","post_title":"Iterable Wins App Engagement Platform Award from App Growth Awards","post_excerpt":"The App Engagement Platform category focused on technology platforms and services that support mobile app engagement.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-wins-app-engagement-platform-award-from-app-growth-awards","to_ping":"","pinged":"","post_modified":"2021-12-13 15:02:36","post_modified_gmt":"2021-12-13 23:02:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96595","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 13, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile app engagement platform of the year\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-wins-app-engagement-platform-award-from-app-growth-awards\/"},{"ID":96539,"post_author":"79","post_date":"2021-12-10 13:15:54","post_date_gmt":"2021-12-10 21:15:54","post_content":"<p>For today\u2019s brands and businesses, being mission-driven is mission-critical for success. Another way to say it? Purpose is profitable. Today\u2019s consumers care about brands\u2019 philanthropy and purpose.<\/p>\r\n<p>Why now? Consumers are fed up with corporate carelessness. If Greta Thunberg can sail across the Atlantic to protest climate change, companies can take accountability for their actions. Today, brands that are exposed for abhorrent or inauthentic activity are boycotted and exposed on social media, leaving a legacy of lechery behind.<\/p>\r\n<h3>Purpose by Numbers<\/h3>\r\n<p>\u201cThe brands that will thrive in the coming years are the ones that have a purpose beyond profit,\u201d <a href=\"https:\/\/www.thedrum.com\/news\/2014\/02\/26\/brands-will-thrive-coming-years-are-ones-have-purpose-beyond-profit-says-richard#:~:text=%E2%80%9CThe%20brands%20that%20will%20thrive,says%20Richard%20Branson%20%7C%20The%20Drum\" target=\"_blank\" rel=\"noopener\">shared Richard Branson<\/a>. And he\u2019s completely right.<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.conecomm.com\/research-blog\/2018-purpose-study\" target=\"_blank\" rel=\"noopener\">80% of consumers<\/a> say when they buy a product from a purpose-driven company, they feel they are doing some part in making a positive impact.<\/li>\r\n\t<li><a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/the-new-loyalty-americans-build-deeper-connections-with-purpose-driven-brands\/\" target=\"_blank\" rel=\"noopener\">66% of Americans<\/a> would even switch from a product they typically buy, to a new product from a purpose-driven company.<\/li>\r\n<\/ul>\r\n<p>Want customers on your side?<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/the-new-loyalty-americans-build-deeper-connections-with-purpose-driven-brands\/\" target=\"_blank\" rel=\"noopener\">79% of Americans<\/a> say they would be more loyal to a purpose-driven company<\/li>\r\n\t<li>73% would be likely to <a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/the-new-loyalty-americans-build-deeper-connections-with-purpose-driven-brands\/\" target=\"_blank\" rel=\"noopener\">defend a purpose-driven company<\/a> if people spoke badly of it.<\/li>\r\n<\/ul>\r\n<p>By weaving purpose into your value proposition, brands can ensure business today and in the years to come (we love a good LTV boost).<\/p>\r\n<h3>New Year, New Mission<\/h3>\r\n<p>New Year's resolutions\u2014you either love them, or you hate them. And if you hate them, it\u2019s likely that you set goals that you break in the first few days (take it from us, limiting sugar intake starting January 1 is setting yourself up to fail). But, we digress. New Years is an opportunity for reinvention and it\u2019s the perfect opportunity for a business to launch a new mission.<\/p>\r\n<p>While you\u2019re sipping mulled wine and roasting chestnuts during the holiday season, take a moment to think about goodness, growth, and purpose.<\/p>\r\n<p>Here\u2019s how to build a mission-driven brand for the new year.<\/p>\r\n<h4>1. Think Big.<\/h4>\r\n<p>There\u2019s a reason no one is bragging about summiting The Crown or K6. Why not? Because Everest and K2 exist. Sensationalism sells. Not trepidation or consideration.<\/p>\r\n<p>Brands should build missions with the same high-impact mindset. Why feed a man a fish when you can teach a man to fish, sustainably? <a href=\"https:\/\/www.patagonia.com\/home\/\" target=\"_blank\" rel=\"noopener\">Patagonia<\/a> wrote the rule book on high-impact purposes. Heck, their mission statement is \u201cwe\u2019re in business to save our home planet.\u201d Try to think of a more epic purpose statement, we\u2019ll wait.<\/p>\r\n<p>The global good outdoor clothing retailer reached $10 million in sales during its recent Black Friday event\u2014a <a href=\"https:\/\/www.patagonia.com\/stories\/record-breaking-black-friday-sales-to-benefit-the-planet\/story-31140.html#:~:text=We're%20humbled%20to%20report,breaking%20%2410%20million%20in%20sales.\" target=\"_blank\" rel=\"noopener\">\u201crecord-breaking\u201d<\/a> figure five times greater than what the company had initially predicted.<\/p>\r\n<p>Following its record sales, Patagonia put its money where its mouth is by <a href=\"https:\/\/twitter.com\/patagonia\/status\/800723594179411968\" target=\"_blank\" rel=\"noopener\">announcing on Twitter<\/a> that it would donate every penny made to \u201chundreds of local environmental organisations working around the world\u201d.<\/p>\r\n\r\n[caption id=\"attachment_96566\" align=\"alignnone\" width=\"1001\"]<img class=\"wp-image-96566 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/patagonia-1.jpeg\" alt=\"Purpose-Driven brand Patagonia\" width=\"1001\" height=\"567\" \/> <em>Patagonia is the poster-child for purpose and profit, with a continued annual sales of US $1B.<\/em>[\/caption]\r\n\r\n<p>While many companies are jumping on the greenwashing bandwagon, in a move to prove their eco-credentials and convince customers they really are driven by a purpose greater than just profits, Patagonia has been giving back since day one.<\/p>\r\n<h4>2. Think Smart.<\/h4>\r\n<p>Would you buy fresh seafood from The Home Depot?<\/p>\r\n<p>Some services just don\u2019t go together. The same goes for purpose and philanthropy. Brands and businesses should be smart when building a purpose or mission statement.<\/p>\r\n<p>Wouldn\u2019t it make sense for McDonald\u2019s to tackle issues directly caused by their supply chain, like reducing emissions? Or for Chewy to tackle animal abuse? To make the greatest impact, brands and businesses should stay in their proverbial lanes.<\/p>\r\n<p>Think about the fashion industry which, over the past 40 years, has created a vast, complex supply chain. What consumers see in-store is only the surface of the $1.3 trillion industry's impact. Behind the scenes, brands work with factories and mills, farmers, designers, shipping, boxing, and transportation.<\/p>\r\n<p>The fashion industry is reckoning with its devastating environmental footprint. And rather than wait idly by as the world is decimated, brands are tackling this impact head-on. How? By investing in regenerative agriculture, which, without getting into the details (because we don\u2019t know the details), is designed to reverse damage done to the environment.<\/p>\r\n<p><a href=\"https:\/\/www.timberland.com\/homepage.html\" target=\"_blank\" rel=\"noopener\">Timberland<\/a> is building a regenerative rubber supply chain in Thailand, which will grow various tree species to mimic a natural forest ecosystem. <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener\">Allbirds<\/a> announced that all of its wool will come from regenerative sources by 2025. <a href=\"https:\/\/www.kering.com\/en\/\" target=\"_blank\" rel=\"noopener\">Kering<\/a>, which owns <a href=\"https:\/\/www.gucci.com\/us\/en\/\" target=\"_blank\" rel=\"noopener\">Gucci<\/a>, has launched a regenerative fund together with <a href=\"https:\/\/www.conservation.org\/\" target=\"_blank\" rel=\"noopener\">Conservation International<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_96572\" align=\"alignnone\" width=\"1601\"]<img class=\"wp-image-96572 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/VegNews.Allbirds2.jpg\" alt=\"Purpose-Driven brand Allbirds\" width=\"1601\" height=\"946\" \/> <em>Allbirds promises to only use wool from regenerative sources by 2025.<\/em>[\/caption]\r\n\r\n<p>These brands aren\u2019t just interested in doing less harm. They\u2019re focused on reversing it in a smart way for them, their industry, and the world around us.<\/p>\r\n<h4>3. It Takes Two.<\/h4>\r\n<p>A <a href=\"https:\/\/hbr.org\/2013\/03\/purpose-is-good-shared-purpose\" target=\"_blank\" rel=\"noopener\">Harvard Business Review article<\/a>, published in the 2013, explained that customers prefer to share purpose with companies, not sit on the sidelines. They want to feel like they are part of something bigger than themselves. They want to be a part of a community that helps the community.<\/p>\r\n<p>Brands can bolster the impact of their philanthropy efforts by putting customers in the driver's seat; empowering them to guide charitable impact.<\/p>\r\n<p>Retailers and brands, like Crabtree &amp; Evelyn and Sephora, allow customers to turn their loyalty and rewards points into donations. Rare Beauty allows customers to donate or round up to the brand\u2019s Rare Impact Fund (which aims to reduce mental health stigmas) during checkout. \u201cCheckout charity initiatives\u201d aren\u2019t new, but their impact is widely known. <a href=\"https:\/\/engageforgood.com\/ccc-2019\/\" target=\"_blank\" rel=\"noopener\">In 2018<\/a>, point-of-sale fundraising campaigns alone raised over $486 million.<\/p>\r\n<p>But brands don\u2019t have to stop at checkout campaigns. As the conversation around transparency continues to underwrite brand-customer relationships, more concrete methods of demonstrating impact are preferred. Philanthropy can be more meaningful\u2014to the community and to the customer\u2014when integrated with the customer journey.<\/p>\r\n<p>Take retailer <a href=\"https:\/\/www.thereformation.com\/\" target=\"_blank\" rel=\"noopener\">Reformation<\/a> as an example. Their mission: to bring sustainable fashion to everyone. With fast fashion negatively impacting our environment, Reformation stands out as a 100% carbon-neutral company, committed to holding themselves and others to a high standard of impact.<\/p>\r\n<p>With Reformation, shopping really can make a difference.<\/p>\r\n\r\n[caption id=\"attachment_96578\" align=\"alignnone\" width=\"468\"]<img class=\"wp-image-96578 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-10-at-1.57.26-PM.png\" alt=\"Reformation\" width=\"468\" height=\"1194\" \/> <em>Reformation tracks exactly what impact your purchases have on the environment in terms of water, carbon dioxide, and waste, when compared to industry standards.<\/em>[\/caption]\r\n\r\n<p>Here, Reformation informs customers of exactly how their purchases\u2014and choice in brand\u2014are having a positive impact on the world. It creates a partnership in the joint mission to live sustainably. By bringing customers into the fold for your brand\u2019s mission, you\u2019re creating long-term, loyal partners.<\/p>\r\n<h3>Shared Purpose<\/h3>\r\n<p>For today\u2019s workplaces, being aligned at every level of the business is a critical differentiator between companies primed for success and those poised for struggle. Developing a product and strategy is only a small part of the battle. Having a cohesive team that works together well, and effectively executes, is another essential ingredient..<\/p>\r\n<p>But the ingredient that truly ignites growth and execution? Shared purpose. A hardworking team with a shared mission in mind is almost unstoppable.<\/p>\r\n<p>Prioritize purpose and you not only have the power to make a difference, but you have the potential to increase customer lifetime value. Happy New Year, indeed.<\/p>","post_title":"New Year, New Purpose: How to Build a Purpose Driven Brand","post_excerpt":"For today\u2019s brands and businesses, being a purpose-driven brand is mission-critical for success. Purpose is profitable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-year-new-purpose-how-to-build-a-purpose-driven-brand","to_ping":"","pinged":"","post_modified":"2021-12-10 13:15:54","post_modified_gmt":"2021-12-10 21:15:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96539","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 10, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"purpo\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-year-new-purpose-how-to-build-a-purpose-driven-brand\/"},{"ID":96030,"post_author":"79","post_date":"2021-12-09 13:10:06","post_date_gmt":"2021-12-09 21:10:06","post_content":"<p>If you thought we\u2019d conclude 2021 without an ode to the martech stack, you\u2019d be mistaken. You\u2019ve heard us talk about <a href=\"https:\/\/iterable.com\/blog\/digital-transformation-going-from-paper-to-paperless\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> all year and, now that January is around the corner, we wanted to highlight some of our partnerships that helped fuel our customers\u2019 digital transformations via a robust martech stack.<\/p>\r\n<p>First, we should take a step back and review the elements of a martech stack. A martech stack is the collection of marketing tools your brand uses to execute your marketing strategy. Whether the tools in your arsenal are for data management, analytics, personalization, or more, the key is having these various tools communicate with one-another to create automated processes using a consistent data set.<\/p>\r\n<p>Our <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partner ecosystem<\/a> ensures that we\u2019re giving our customers access to a fully fleshed out martech stack that inspires digital transformation. Let\u2019s take a look at five partnerships that are elevating our customers\u2019 experiences.<\/p>\r\n<h3>1. Demystified Data Management<\/h3>\r\n<p>In October of this year, Iterable <a href=\"https:\/\/iterable.com\/blog\/snowflake-and-iterable-partner-for-data-sharing-integration\/\" target=\"_blank\" rel=\"noopener\">announced<\/a> our partnership with <a href=\"https:\/\/www.snowflake.com\/\" target=\"_blank\" rel=\"noopener\">Snowflake<\/a> to enhance our data management capabilities. With Snowflake\u2019s Secure Data Sharing capabilities, data isn\u2019t copied or transferred between user accounts. Iterable customers on the Snowflake Data Cloud are able to access their first-party user data directly from their Snowflake account, <a href=\"https:\/\/iterable.com\/blog\/business-benefits-of-iterables-partnership-with-snowflake\/\" target=\"_blank\" rel=\"noopener\">democratizing data<\/a> while still keeping it secure.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/snowflake\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Snowflake + Iterable integration<\/a><\/em><\/p>\r\n<h3>2. Amped Up Analytics<\/h3>\r\n<p>We partner with <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener\">Mixpanel<\/a>, a product analytics company, to combine their ability to quickly analyze and measure customer data with Iterable\u2019s capabilities. Now, customers can automate their lifecycle marketing campaigns and then, by collecting and analyzing data on these automated campaigns, customers can quickly iterate on their existing strategies to improve the customer experience. Plus, with the <a href=\"https:\/\/mixpanel.com\/blog\/what-is-cohort-analytics\/\" target=\"_blank\" rel=\"noopener\">cohorts<\/a> feature, brands can see how their best customers are converting and weave that information back into existing campaigns. Automated processes combined with fast analyses takes the burden of manual testing off your marketing team and allows them to focus on an <a href=\"https:\/\/iterable.com\/webinars\/5-steps-to-an-effective-growth-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">agile growth marketing strategy<\/a>.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/mixpanel-3\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Mixpanel + Iterable integration<\/a><\/em><\/p>\r\n<h3>3. Enhanced Ecommerce<\/h3>\r\n<p><a href=\"https:\/\/www.friendbuy.com\/\" target=\"_blank\" rel=\"noopener\">Friendbuy<\/a>, a referral marketing platform, allows our customers to increase acquisition and retention by understanding the relationship between users and your brand. Whether Advocates or Friends, the Friendbuy integration captures email addresses and phone numbers through the referral program and this information can automatically get added into Iterable\u2019s specific workflows and campaigns. We know <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a> is highly effective, but historically it hasn\u2019t been easy to track how word-of-mouth marketing is spread throughout your audience. With Friendbuy and Iterable you can identify your best customers and create a customer experience tailored to them.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/friendbuy\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Friendbuy + Iterable integration<\/a><\/em><\/p>\r\n<h3>4. Mastered Location on Mobile<\/h3>\r\n<p>When adding mobile tools to your martech stack, <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based mobile marketing<\/a> is probably one of the first features you\u2019d look for. Us too. That\u2019s why we partner with <a href=\"https:\/\/radar.io\/\" target=\"_blank\" rel=\"noopener\">Radar<\/a>. With Radar\u2019s geofencing capabilities, Iterable customers can now implement real-time location-based marketing messaging by adding just a few lines of code. Localization is key when delivering relevant, consistent messaging to your customers.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/radar\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Radar + Iterable integration<\/a><\/em><\/p>\r\n<h3>5. Celebrated Cross-Channel Marketing<\/h3>\r\n<p>Wouldn\u2019t it be nice to easily understand where users were coming from and identify valuable media sources? Yeah, we thought so too. <a href=\"https:\/\/www.appsflyer.com\/\" target=\"_blank\" rel=\"noopener\">AppsFlyer<\/a>, <a href=\"https:\/\/iterable.com\/blog\/iterable-appsflyer-complete-attribution-solution\/\" target=\"_blank\" rel=\"noopener\">the marketing measurement platform<\/a>, can process billions of mobile actions (every day!) to clearly attribute every install to the right media source and give your marketing team a complete view on CPI, ad spend, ROI, and the end-to-end user LTV.<\/p>\r\n<p>Based on accurate attribution data and rich in-app events performed by users, you can create automated workflows in Iterable that are triggered when certain in-app events are completed. Customers can bounce from channel to channel and your marketing team will have full visibility to create a seamless cross-channel experience by using deep linking to drive conversions and LTV.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/appsflyer\/\" target=\"_blank\" rel=\"noopener\">Learn more about the AppsFlyer + Iterable integration<\/a><\/em><\/p>\r\n<h3>Make Martech Stack Moves<\/h3>\r\n<p>These five partnerships, along with a wealth of others, create a holistic view of each customer. With centralized data pulled from your data management, analytics, personalization, mobile, and email applications, your martech stack becomes a well-rounded powerhouse that takes the manual work out of understanding your customers. And this is just the beginning.<\/p>\r\n<p>We\u2019re excited to see what customer experience trends emerge as we head into 2022. With new trends come new martech requirements and we\u2019re always thinking one step ahead.<\/p>\r\n<p><em>To see how Iterable can consolidate your martech stack, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"5 Ways We Partnered to Make Martech Stack Moves","post_excerpt":"We wanted to highlight some of our partnerships that helped fuel our customers\u2019 digital transformations via a robust martech stack.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-ways-we-partnered-to-make-martech-stack-moves","to_ping":"","pinged":"","post_modified":"2021-12-09 13:10:22","post_modified_gmt":"2021-12-09 21:10:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96030","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Martech Stack Partners\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-ways-we-partnered-to-make-martech-stack-moves\/"},{"ID":96506,"post_author":"35","post_date":"2021-12-09 11:42:39","post_date_gmt":"2021-12-09 19:42:39","post_content":"<p>Spotify needs no introduction, the world\u2019s <a href=\"https:\/\/www.counterpointresearch.com\/music-subscriptions-394-million-q1-2020\/\" target=\"_blank\" rel=\"noopener\">most popular audio streaming subscription service<\/a> has been around for years now, and this past week took social media by storm. On December 1st, Spotify released their annual \u201c<a href=\"https:\/\/www.spotify.com\/us\/wrapped\/\" target=\"_blank\" rel=\"noopener\">Spotify Wrapped<\/a>\u201d campaign\u2014a year in review campaign personalized to a user\u2019s account.\u00a0<\/p>\r\n<p>Featuring everything from your top five artists to most listened to podcasts and songs, the campaign highlights a customer\u2019s data in a fun, engaging, and, most importantly, individualized way.<\/p>\r\n<p>The results of such a personalized campaign speak for themselves. Users flocked to social media to share their findings and Spotify has seen a <a href=\"http:\/\/apptopia.com\" target=\"_blank\" rel=\"noopener\">31% jump in app downloads<\/a>.\u00a0<\/p>\r\n<p>Spotify is the latest company that is prospering from great data collection and leveraging that data to create individualized user experiences. Some of this personalized experience is not new for Spotify\u2014they have been using this data, combined with AI, to create curated playlists and offer song recommendations for years. But it's the success of their year in review campaign that has marketers taking notice.\u00a0<\/p>\r\n<p>With so much success coming from the Wrapped campaigns\u2014<a href=\"https:\/\/thehustle.co\/12062021-spotify-wrapped\/\" target=\"_blank\" rel=\"noopener\">over 90 million people engaged with Spotify Wrapped in 2020<\/a>\u2014Spotify has built campaigns that replicate this unique, personalized experience on a <a href=\"https:\/\/newsroom.spotify.com\/2021-06-02\/celebrate-your-unique-listening-style-with-spotifys-only-you-in-app-experience\/\" target=\"_blank\" rel=\"noopener\">more frequent basis<\/a>.\u00a0<\/p>\r\n<p>Spotify hit a sweet spot. By being transparent with data collection and using it to create an individualized campaign, Spotify got existing customers to engage with their app and new customers to download it. But, how can this success translate to other brands? What can marketing teams learn from this data collection dynamo?<\/p>\r\n<h3>5 Takeaways from Spotify Wrapped<\/h3>\r\n<p>As marketers, there's a lot we can learn from Spotify\u2019s campaigns, aside from our favorite music. The most important learnings are:\u00a0<\/p>\r\n<ol>\r\n\t<li>Consumers crave a personalized and differentiated experience<\/li>\r\n\t<li>Sometimes the best data comes <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">directly from the user<\/a><\/li>\r\n\t<li>Consumers are happy to share their data if they know value will come from it<\/li>\r\n\t<li>Personalization that highlights behavior builds a connection and increases engagement<\/li>\r\n\t<li>Interactivity brings consumers into their own experience, leading to extended loyalty<\/li>\r\n<\/ol>\r\n<p>Personalization isn\u2019t a nice-to-have, it\u2019s a <a href=\"https:\/\/iterable.com\/blog\/3-keys-to-unlocking-personalization\/\" target=\"_blank\" rel=\"noopener\">requirement for modern marketers<\/a> to connect with users. Consumers expect an individualized experience\u201491% are <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">more likely to shop with brands<\/a> that provide offers or recommendations that are relevant to them. And, if you\u2019re worried about data collection, it\u2019s important to look at whether you\u2019re adding value with the data you collect\u201490% of consumers are <a href=\"https:\/\/smarterhq.com\/privacy-report\" target=\"_blank\" rel=\"noopener\">willing to share personal behavioral data<\/a> with companies for a cheaper and easier experience.<\/p>\r\n<h3>Leveraging Zero-Party Data for Personalization<\/h3>\r\n<p>While Spotify may have the spotlight right now, all brands\u2014no matter the industry\u2014can benefit from leveraging data in a similar way to create personalized experiences.<\/p>\r\n<p><a href=\"https:\/\/mint.intuit.com\/\" target=\"_blank\" rel=\"noopener\">Mint<\/a>, a <a href=\"https:\/\/iterable.com\/blog\/top-finserv-marketing-tips-for-2022\/\" target=\"_blank\" rel=\"noopener\">FinServ company<\/a>, launched their year-in-review campaign analyzing and sharing how users managed their finances over the year. And <a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a <a href=\"https:\/\/iterable.com\/blog\/zillow-makes-personalization-easy\/\" target=\"_blank\" rel=\"noopener\">real estate marketplace<\/a>, has both a month- and year-in -review campaign\u2014all enabled by smart data collection and leveraging that data in their communications.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_96507\" align=\"alignnone\" width=\"1130\"]<img class=\"size-full wp-image-96507\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-09-at-11.18.20-AM.png\" alt=\"Zillow Zero-Party Data\" width=\"1130\" height=\"1532\" \/> Zillow\u2019s month- and year-in-review messages keep users involved in their experience.[\/caption]\r\n\r\n<p><br \/>\r\nZillow\u2019s month and year in review messages keep users involved in their experience.\u00a0<\/p>\r\n<p>While these personalized campaigns can be some of the most engaging, they can also be some of the most challenging to create, especially without the right tech stack to support these. To get to this level of personalization, it\u2019s important to make sure you have the technological foundation set. When assessing your martech stack\u2019s ability to provide the visibility needed to personalize the customer experience, keep this in mind:<\/p>\r\n<ul>\r\n\t<li>Do we have a data warehouse or CDP that keeps all of our data in one centralized location?<\/li>\r\n\t<li>Is our marketing automation platform able to integrate with our data management tools to give our marketers a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of the customer profile?<\/li>\r\n\t<li>Is our data updated in real-time to prevent any irrelevant messaging reaching our customers?\u00a0<\/li>\r\n<\/ul>\r\n<p>A few years ago, Zillow was using a legacy marketing automation platform so when it came to leveraging the zero-party data they collected to build out and send a year-in-review campaign, the process took an entire year of cross-functional work.\u00a0\u00a0<\/p>\r\n<p>After re-evaluating their processes and tech stack, Zillow switched from their legacy provider to Iterable so they could easily leverage data and speed up the execution of campaigns without losing time using unnecessary resources.\u00a0<\/p>\r\n<p>Upon switching, they started a month-in-review campaign as they now had the bandwidth. The new campaigns took four days for one email marketer to complete and at a monthly frequency allowed for exponentially more engaging touchpoints.<\/p>\r\n<p>With the right tech stack in place, yes, you gain visibility into a customer\u2019s complete behavioral data profile, but you also make immense gains in ease of use for your team to perform at their highest level while building a closer connection with your customers.<\/p>\r\n<h3>Give the People What They Want<\/h3>\r\n<p>Spotify\u2019s Wrapped has shown us how consumers crave a personalized experience, and are willing to share their data for valuable experiences\u2014a theme becoming increasingly important as we approach a cookie-less world. While Spotify is the latest company to see dividends from their personalization efforts, all brands have the ability to benefit from creating a 1:1 relationship with customers.\u00a0<\/p>\r\n<p>Take Spotify Wrapped as an opportunity to be inspired. Analyze the zero-party data you currently collect and look for chances to get users involved in their journey with your brand. Your LTV will thank you.\u00a0<\/p>\r\n<p><em>For more about how to level up your personalization, check out our Personalization Playbook series highlighting the core pillars of personalization: <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">User Segmentation<\/a>, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener\">Lifecycle Mapping<\/a>, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener\">Workflow Building<\/a>, and <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">Dynamic Content<\/a>.\u00a0<\/em><\/p>","post_title":"How Spotify Wrapped Used Zero-Party Data for Good","post_excerpt":"Spotify Wrapped is a masterclass in personalization using zero-party data. Here we dive into how they did it, and how others can too.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-spotify-wrapped-used-zero-party-data-for-good","to_ping":"","pinged":"","post_modified":"2021-12-09 11:42:39","post_modified_gmt":"2021-12-09 19:42:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"December 09, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-spotify-wrapped-used-zero-party-data-for-good\/"},{"ID":96355,"post_author":"79","post_date":"2021-12-09 09:32:44","post_date_gmt":"2021-12-09 17:32:44","post_content":"<p>It\u2019s safe to say one of the <a href=\"https:\/\/www.spglobal.com\/marketintelligence\/en\/news-insights\/blog\/industries-most-and-least-impacted-by-covid19-from-a-probability-of-default-perspective-september-2020-update\" target=\"_blank\" rel=\"noopener\">industries most impacted by the onset of COVID-19<\/a> is the travel and hospitality industry. The pandemic served as a proverbial record-scratch for everyone\u2019s travel plans\u2014cruise ships were docked, planes were grounded, and <a href=\"https:\/\/www.cnbc.com\/2020\/04\/07\/empty-hotels-convert-into-coronavirus-quarantines-emergency-housing-to-keep-the-lights-on.html\" target=\"_blank\" rel=\"noopener\">hotels served as quarantine locations<\/a> versus luxurious getaways. And now, as we close out 2021, new variants (OMG, Omicron) have travel and hospitality brands once again contemplating the possible impact on their industry.<\/p>\r\n<p>But, this doesn\u2019t mean it\u2019s back to square one. Where travel and hospitality brands are today is vastly different from where they were in 2020. Yes, the bounce-back to pre-pandemic numbers has yet to happen (demand and travel trends are <a href=\"https:\/\/www.hospitalitynet.org\/opinion\/4106911.html\" target=\"_blank\" rel=\"noopener\">~20\u201325% below 2019<\/a>), but that doesn\u2019t mean brands haven\u2019t learned plenty along the journey thus far.<\/p>\r\n<p>For example, in 2020 many highly-anticipated trips were flat-out canceled. So, instead of getting their hopes up and rebooking the same trip in 2021, travelers opted to stay closer to home but further from crowds. <a href=\"https:\/\/www.npr.org\/2021\/10\/09\/1036555480\/pandemic-travel-industry-tourism-vacations\" target=\"_blank\" rel=\"noopener\">Choosing staycations over international trips<\/a> showed the travel and hospitality industry that the definition of a \u201cvacation\u201d is subjective. Beauty is in the eye of the beholder.<\/p>\r\n<p>Attitudes towards travel are constantly changing. So, what can travel and hospitality brands do to stay on top of the emerging trends in 2022? We\u2019ve got you covered.<\/p>\r\n<h3>4 Marketing Tips for Travel &amp; Hospitality Success in 2022<\/h3>\r\n<h4>1. Go Real-Time, Real Quick<\/h4>\r\n<p>The ever-changing travel landscape has made it difficult for brands to predict the next trend. Some sources are predicting <a href=\"https:\/\/www.forbes.com\/sites\/angelinavillaclarke\/2021\/11\/16\/the-travel-trend-report-2022-the-experts-have-their-say-pt1\/?sh=6ce2cc261142\" target=\"_blank\" rel=\"noopener\">higher spend and larger groups<\/a>, to make the value of the trip outweigh the risk. Some are saying with the <a href=\"https:\/\/www.travelagewest.com\/Industry-Insight\/Business-Features\/2022-Travel-Trends\" target=\"_blank\" rel=\"noopener\">labor shortage<\/a>, flights may never take off and hotel doors may never open. But, it\u2019s not about knowing what\u2019s coming, but more about being prepared to pivot. Staying flexible is crucial in an uncertain environment.<\/p>\r\n<p>For your marketing efforts, however, this translates to real-time marketing messaging. With everything from government restrictions to price fluctuations, it\u2019s important to keep your customers privy to any changes, as they\u2019re happening. While crucial for most industries, this is especially important for the travel and hospitality industry due to the high price points and numerous variables that could impact a customer\u2019s experience.<\/p>\r\n<p>It probably seems daunting to inform each individual customer of real-time changes to their unique travel itineraries, but it doesn\u2019t have to be a huge lift. With the right martech stack in place, marketing automation can perform real-time segmentation of your audiences, grouping them into similar categories.This allows you to feed information to larger segments, while still delivering relevant messages to each individual customer.<\/p>\r\n<p>Real-time messaging is just a piece of the personalization puzzle. There are a variety of ways to appeal to unique customers via your marketing messages, but it can be a fine line between personal and pushy.<\/p>\r\n<h4>2. Get Personal, But Not Pushy<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">Marketing personalization<\/a> isn\u2019t a new concept. We know most customers (<a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">71%, to be exact<\/a>) expect a certain level of customization when it comes to the marketing communications they receive. But personalization within the travel and hospitality industry, especially during these times, becomes a bit more nuanced.<\/p>\r\n<p>Because many <a href=\"https:\/\/www.cnn.com\/travel\/article\/new-us-travel-rules-omicron-what-to-know\/index.html\" target=\"_blank\" rel=\"noopener\">regulations and restrictions<\/a> are handed down by the powers that be, travel and hospitality brands need to tread a little lighter when it comes to marketing to their customers. Unlike challenges of a traditional retailer where the customer may ask for a refund or the product is sold out, outside influences like government regulations may be responsible for the challenges that arise in the travel industry.<\/p>\r\n<p>Brands need to establish trust with their customers and build a relationship early in the process to account for times when external factors get in the way. Something as simple as including the customer\u2019s name in messages could establish that you, the brand, are paying attention to their needs. To go a step further, you could tap into their historical data, understand what they do and don\u2019t like when it comes to vacation, and deliver dynamic content that changes along with their interactions with your brand.<\/p>\r\n<p>This, of course, should be the case regardless of where your customer is located.<\/p>\r\n<h4>3. Meet them Where They Are, Literally<\/h4>\r\n<p>For travel and hospitality, real-time messaging and personalization can only go so far without understanding where in the world the customer physically is located. Advertising low prices on a trip to Spain while the customer is currently in Spain won\u2019t garner a lot of engagement. For an industry that hinges on various destinations, geo-targeting is key.<\/p>\r\n<p>With a smartphone in the pocket of <a href=\"https:\/\/www.pewresearch.org\/internet\/fact-sheet\/mobile\/\" target=\"_blank\" rel=\"noopener\">85% of Americans<\/a>, knowing where each customer is, assuming they\u2019ve enabled location services, is a piece of cake. But, it\u2019s what you, as a travel brand, do with that information that will set you apart.<\/p>\r\n<p>Imagine you\u2019re an airline and your customer booked a flight, with a layover, through your app. Based on their location and time-of-day, you could make the assumption that they have missed their connecting flight. Instead of leaving your customer to panic, your marketing technology could automatically send a push notification that leads to flights from their current location to their desired final destination.<\/p>\r\n<p>But, it\u2019s hard to make an assumption like that based on location alone. Instead, brands should strive to understand the customer, as a whole. This requires un-siloed data.<\/p>\r\n<h4>4. Un-Silo Customer Data<\/h4>\r\n<p>Earlier, we mentioned the <a href=\"https:\/\/iterable.com\/blog\/upgrading-your-martech-stack-5-must-know-truths-kahoot\/\" target=\"_blank\" rel=\"noopener\">martech stack<\/a>. This refers to all of the various marketing applications you can access to execute your marketing strategy. And, while having an assortment of marketing tools available is meant to make the lives of your marketers easier, having them siloed, unable to communicate with one another, really doesn\u2019t help all that much.<\/p>\r\n<p>You\u2019re an airline again. You send your customer an email reminder to check in for their flight the following day. Whether they complete their check-in on desktop or mobile can guide your next marketing move. For example, say their flight is delayed. Do you let them know with a push notification or stick with email? If they checked in via the mobile app, we\u2019d recommend sending a push notification informing them of the delay. They\u2019re more likely to engage with the push notification since they\u2019re comfortable using your app. If they don\u2019t interact with the message, you can always follow up via a different channel.<\/p>\r\n<p>This is why a <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralized data<\/a> location is vital for personalized marketing. Not only does it take the guesswork out of your marketing efforts, but it helps create a 360-degree view of each customer profile. Why does this matter for 2022? On top of personalization, it allows for automation, data analysis, and rapid testing. With data from multiple sources consolidated into one centralized location, your marketing team can feel empowered to focus on the bigger picture.<\/p>\r\n<h3>A Look to the Future\u2026and Today<\/h3>\r\n<p>The travel and hospitality industry in 2022 is still pretty up-in-the-air (pun intended). It\u2019s hard to predict numbers at a time where new curveballs are being thrown from every direction. But that\u2019s really what brands need to focus on: being flexible. Instead of focusing on what the numbers will be, focus on the right now. You have the time now to understand your customers better than ever before and establish relationships as the uncertainty continues.<\/p>\r\n<p><em>Instead of focusing on what could be, take a look at <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel_1Pager.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">where the travel and hospitality industry stands today<\/span><\/a> and how Iterable can help your brand today, tomorrow, and in the future.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel_1Pager.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-96487\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_CSA-Banner-1.png\" alt=\"\" width=\"769\" height=\"192\" \/><\/a><\/p>","post_title":"Top Travel and Hospitality Marketing Tips for 2022","post_excerpt":"As we close out 2021, new variants have travel and hospitality brands once again contemplating the possible impact on their industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-travel-and-hospitality-marketing-tips-for-2022","to_ping":"","pinged":"","post_modified":"2021-12-09 09:32:44","post_modified_gmt":"2021-12-09 17:32:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96355","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"travel and hospitality tips 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-travel-and-hospitality-marketing-tips-for-2022\/"},{"ID":96294,"post_author":"79","post_date":"2021-12-08 09:03:40","post_date_gmt":"2021-12-08 17:03:40","post_content":"<p>Giving back is on the rise. Last year, U.S. Businesses and Americans donated a <a href=\"https:\/\/apnews.com\/article\/philanthropy-health-coronavirus-pandemic-business-94cac51d5caf18f48a7827de04e017c0\" target=\"_blank\" rel=\"noopener\">record<\/a> of more than $471 billion dollars to charitable organizations. Even more impressive than the nine zeros behind that dollar amount? The fact that this giving happened during COVID-19, when people may have been feeling more grinchy than giving. If that doesn\u2019t reignite your hope in the human spirit, we don\u2019t know what will!<\/p>\r\n<p>Despite what you may see on the news, people care about the community: <a href=\"https:\/\/nonprofitssource.com\/online-giving-statistics\/\" target=\"_blank\" rel=\"noopener\">77% of Americans<\/a> believe charity can make a difference. And the focus on values and integrity is at an all-time high with <a href=\"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/\" target=\"_blank\" rel=\"noopener\">87% percent of consumers<\/a> saying they\u2019re more receptive to a brand\u2019s messages if they know the company\u2019s beliefs and values.<\/p>\r\n<p>It seems that we have finally reached a point where profit and philanthropy are inextricably tied. When times are tough for businesses, it\u2019s smart to bolster the most profitable arm of your business. And today, that\u2019s via business philanthropy.<\/p>\r\n<h3>Aliyah Powell on Business Philanthropy<\/h3>\r\n<p>We know that giving does good. But does it do the greatest good\u2014for both the community and for the company? This week, we asked Aliyah Powell, Diversity, Equity, and Inclusion (DE&amp;I) Program Manager here at Iterable, for guidance.<\/p>\r\n<h4>Q&amp;A with Aliyah Powell:<\/h4>\r\n<p><strong>1. Tell us a little bit about yourself!<\/strong><\/p>\r\n<p>There\u2019s a great quote by Rev. Dr. Martin Luther King, Jr. which reads, \u201cEverybody can be great...because anybody can serve. You don't have to have a college degree to serve. You don't have to make your subject and verb agree to serve. You only need a heart full of grace. A soul generated by love.\u201d He\u2019s describing servant leadership, which means considering impact above all else and asking the right questions\u2014not from your lens but from the lens of those who stand to benefit from your service. Corporate Social Responsibility (CSR) is all about servant leadership.I\u2019ve made it my career to advise and inspire businesses to approach CSR efforts with clear unbiased empathy and a receiver-centric mindset. There will always be something to learn but this work begins with an open mind and humility (which also happens to be one of <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s core values<\/a>).<\/p>\r\n<p>From nonprofit to for-profit, individual to group, everyone and anyone is capable of making a difference. All they need is an empowering agent. That\u2019s where I fit in!<\/p>\r\n<p><strong>2. What advice do you have for businesses interested in Corporate Social Responsibility (CSR)?<\/strong><\/p>\r\n<p>Set a strong foundation before you begin. Start your journey with CSR by honing in on which values intrinsically compel your organization to be socially responsible and socially conscious. Once those values are identified, they must be emphatically lived at all levels of the business.<\/p>\r\n<p>In Iterable\u2019s case, giving and inclusion are embedded in the way that we do business. We make it our mission to support our teammates through difficult times, <a href=\"https:\/\/iterable.com\/blog\/impact-at-iterable-empowering-progress-through-people\/\" target=\"_blank\" rel=\"noopener\">we match employee giving<\/a>, we support small and minority-owned businesses and we volunteer our time to better our communities. We do this as a company, within our business units, and through our clubs and <a href=\"https:\/\/iterable.com\/culture\/#:~:text=Affinity%20Groups%20are%20employee%2Dcreated,their%20community%20and%20professional%20growth.\" target=\"_blank\" rel=\"noopener\">affinity groups<\/a>.<\/p>\r\n<p><strong>3. Where does business philanthropy fit in?<\/strong><\/p>\r\n<p>Businesses talk about measurable inputs and outputs all the time. Think: KPIs (Key Performance Indicator) and OKRs (Objectives and Key Results). Philanthropy is a measurable and meaningful way to engage and encourage output. In other words, we put our money where our mouth is. We don\u2019t just set goals arbitrarily and aspirationally, we intentionally and purposefully pursue impact. We appreciate donating monetary resources as a means to help essential organizations operate but we strive to take that a step further by putting a face or a name to the giving.<\/p>\r\n<p><strong>4. How should brands approach business philanthropy?<\/strong><\/p>\r\n<p>With authenticity and impact in mind. Authenticity is the fuel behind philanthropy. You wouldn\u2019t see McDonald\u2019s launching a new toothbrush line, right? Or Apple investing in athleisure! The point is that the venture should provide meaningful value to the organization\u2019s brand, customers, and employees. The same thinking goes for philanthropy. Organizations should seek alignment between their corporate mission and their philanthropic mission. It\u2019s important that philanthropy is authentic and sustainable to maximize impact.<\/p>\r\n<p>Does donating directly to a <a href=\"https:\/\/www.501c3.org\/what-is-a-501c3\/\" target=\"_blank\" rel=\"noopener\">501(c)3<\/a> make an impact? Sure. The donation certainly helps with operating costs. But to have the most impact, the investment needs to be high-touch and intentional, which is why it is important to do your research. Community based organizations that are run by the communities they represent are always in need of additional support. Do the necessary work to ensure that your contribution is going directly to where it is needed most. Don\u2019t assume that just because an organization is the largest in a field that it is the best suited to your goals. And, finally (but perhaps most importantly), have open dialogue. Come from a place of humility and ask questions to ensure that your gift is culturally relevant, inclusive, and accessible. Don\u2019t make assumptions. Always ask how you can help and respond accordingly. Remember, \u201ceverybody can be great because anyone can serve.\u201d<\/p>\r\n<p><strong>5. How can brands orchestrate the greatest impact with their business philanthropy?<\/strong><\/p>\r\n<p>One of the best ways businesses can orchestrate major impact is by using their influence to create a ripple effect. This is not limited to philanthropy, it\u2019s also inclusive of diversity, equity and inclusion and sustainability. Advocacy for intentional giving and thought leadership encourage others to step up. By modeling inclusive and intentional behaviors, we multiply our impact and set a new standard.<\/p>\r\n<p>A great example of this orchestration in action is how we choose to make an impact at Iterable. We focus on giving to causes that are core to our community, and we lean on our Affinity Groups (internal advocacy groups) to guide and gut-check. For example, we have a large Veterans community at Iterable, and, for <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6864594571267989506\" target=\"_blank\" rel=\"noopener\">Veterans Day<\/a>, we closed the fundraising gap for three Veterans families requesting help through the organization <a href=\"https:\/\/operationhomefront.org\/\" target=\"_blank\" rel=\"noopener\">Operation Homefront<\/a>. Our Mixed Identities Affinity Group guided our advocacy efforts during <a href=\"https:\/\/iterable.com\/blog\/celebrating-native-american-heritage-month-through-local-leadership\/\" target=\"_blank\" rel=\"noopener\">Native American Heritage Month<\/a>. We\u2019re actively using our social channels to <a href=\"https:\/\/www.linkedin.com\/pulse\/honor-celebrate-native-american-heritage-month-iterable\/?trackingId=tGw2GqSIyErQTxWdomnFvQ%3D%3D\" target=\"_blank\" rel=\"noopener\">advocate<\/a> and educate as well. The point is, there are many ways to give. The important thing is to make sure it has meaning.<\/p>\r\n<h3>Fine-Tuning Philanthropy<\/h3>\r\n<p>Giving gifts, or money, is the most obvious philanthropic language. But today, Aliyah challenges us to develop more unique approaches that go beyond money and materialism to make an impact. Business leaders: follow her advice and do business for good this holiday season.<\/p>\r\n<p><em>This holiday, we\u2019re focusing on celebrating the season, sustainability! Join us to reduce our collective carbon footprint and <a href=\"https:\/\/onetreeplanted.org\/blogs\/stories\/celebrate-sustainable-holidays?utm_source=google-search&amp;utm_medium=pdmr&amp;utm_campaign={campaign}&amp;utm_term=&amp;gclid=CjwKCAiAhreNBhAYEiwAFGGKPOseJ_esSfbvfsJRPfheMkP4nqc-rslZAcYJT7pJ9TuPFormfekElBoC5IMQAvD_BwE\" target=\"_blank\" rel=\"noopener\">plant trees<\/a> where they are needed most.<\/em><\/p>","post_title":"Aliyah Powell on Fine-Tuning Business Philanthropy","post_excerpt":"When times are tough, it\u2019s smart to bolster the most profitable arm of your business. And today, that\u2019s via business philanthropy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"aliyah-powell-on-fine-tuning-business-philanthropy","to_ping":"","pinged":"","post_modified":"2021-12-08 09:03:40","post_modified_gmt":"2021-12-08 17:03:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96294","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 08, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Aliyah Powell on Business Philanthropy\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/aliyah-powell-on-fine-tuning-business-philanthropy\/"},{"ID":96180,"post_author":"88","post_date":"2021-12-08 08:33:10","post_date_gmt":"2021-12-08 16:33:10","post_content":"<p>Leverage data in a new way to provide customized content at an individual level. Consistently build 1:1 content\u00a0experiences that cultivate engagement and win customer trust across an entire audience base.<\/p>","post_title":"Go Put a Spell on Them: How Email Personalization Grows Customer Engagement and Value","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"go-put-a-spell-on-them-how-email-personalization-grows-customer-engagement-and-value","to_ping":"","pinged":"","post_modified":"2021-12-08 08:36:57","post_modified_gmt":"2021-12-08 16:36:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=96180","menu_order":12,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 08, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/go-put-a-spell-on-them-how-email-personalization-grows-customer-engagement-and-value\/"},{"ID":96044,"post_author":"79","post_date":"2021-12-01 10:25:52","post_date_gmt":"2021-12-01 18:25:52","post_content":"<p>In the days following Black Friday and Cyber Monday, your inbox is likely jam-packed with promotional emails from every brand you\u2019ve ever given your email address to. Remember ten years ago when you signed up for whitewater rafting because your ex thought it would be fun? Bam. Today you can get 15% off your next raft adventure. Ah, memories.<\/p>\r\n<p>But, we digress. Let\u2019s get back into it.<\/p>\r\n<p>Promotional emails are usually generic, site-wide offers\u2014a \u201c20% Off\u201d here and a \u201cBOGO\u201d there. Given the sheer volume of promotional emails that inundate audiences\u2019 inboxes year-round, how can you stand out and capture the customers\u2019 attention?<\/p>\r\n<p>While a lot of the time, especially during this time of the year, the promotional offers are applicable to every item on your website, personalization can still play a pivotal role. We\u2019ll explain. But first, we\u2019re going to start at the beginning.<\/p>\r\n<h3>The History of Promotional Emails<\/h3>\r\n<p>We can all thank the \u201cFather of Spam,\u201d <a href=\"https:\/\/www.smartinsights.com\/email-marketing\/email-communications-strategy\/email-marketing-evolution\/\" target=\"_blank\" rel=\"noopener\">Gary Thuerk<\/a>, for gifting us with promotional emails. In 1978, Thuerk sent the first email blast to 400 customers, advertising a computer. The email generated $13 million in sales (over $78 million today) and a few complaints, but it\u2019s safe to say promotional emails became a roaring success.<\/p>\r\n<p>Nowadays, however, often referred to as \u201cbatch and blast\u201d emails, promotional emails are losing their efficacy. Sending the same email to every customer may seem smart, but it\u2019s a pure quantity play, without considering quality. In fact, <a href=\"https:\/\/medium.com\/wunderkind\/3-triggered-email-stats-all-marketers-should-know-ea0016aae07e\" target=\"_blank\" rel=\"noopener\">batch-and-blast emails only generate an average revenue of $0.04 per email sent<\/a>. Compare this to the average ROI for email marketing in general\u2014<a href=\"https:\/\/blogs.constantcontact.com\/what-is-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener\">$36 for every dollar spent<\/a>\u2014and it\u2019s clear that batch-and-blast emails don\u2019t deliver the same oomph.<\/p>\r\n<p>Why? Customers have become <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">accustomed to personalization in marketing<\/a>.<\/p>\r\n<h3>Why Does Promotional Email Personalization Matter?<\/h3>\r\n<p>Because promotional emails, especially for Black Friday and Cyber Monday, feature sitewide sales, brands may find it easier to send the exact same message to every customer on their mailing list. However, the message may not resonate the same way with each person.<\/p>\r\n<p>For example, say you\u2019re a home improvement store and you have a sale on hammers\u201410% off all hammers\u2014and decide to send a batch and blast promo to all of your customers highlighting the deal. Lisa, a long time customer, just bought a hammer via your website last week. John, on the other hand, has never purchased from you but subscribes to your newsletter. When receiving the promotional email, Lisa may be aggravated since she just recently paid full price for her hammer, while John may be elated and add a hammer to his shopping cart.<\/p>\r\n<p>While both Lisa and John interact and are familiar with your brand, they have had very different experiences. This is why personalization is vital. Instead of alienating an existing customer to satisfy a new one, brands can create an email marketing campaign that pleases everyone.<\/p>\r\n<h4>The Role of Triggered Emails<\/h4>\r\n<p>With the right marketing automation technology and a fully fleshed out <a href=\"https:\/\/iterable.com\/blog\/upgrading-your-martech-stack-5-must-know-truths-kahoot\/\" target=\"_blank\" rel=\"noopener\">martech stack<\/a>, brands can send emails (among other marketing communications) based on customers\u2019 past actions. <a href=\"https:\/\/iterable.com\/blog\/8-must-have-marketing-workflows-for-every-team\/\" target=\"_blank\" rel=\"noopener\">Marketing workflows<\/a> can be designed such that different experiences result in different messaging. Using refined segmentation, you can be more targeted in your promotions.\u00a0<\/p>\r\n<p>Customers who have made a purchase previously, like Lisa, could be sent a promotional email with a coupon for items that pair well with their last purchase. For example, maybe Lisa forgot to purchase nails with her hammer. After her hammer is purchased, an email with a coupon for 10% off nails could be triggered to send automatically.<\/p>\r\n<p>Customers who have never made a purchase, like John, could be served a site-wide coupon, to promote browsing and a first purchase. Or, maybe John is subscribed to your gardening newsletter but hasn\u2019t made a purchase. When he signs up for your newsletter, your workflow could trigger a promotional email that highlights gardening tools.<\/p>\r\n<p>While triggered emails are important for automating once-manual processes, there\u2019s more brands can do to further personalize emails.<\/p>\r\n<h4>Dynamic Content<\/h4>\r\n<p>Building marketing workflows to send triggered emails is a good first step to developing segments and personalizing promotional emails, but we can do better. To enhance your triggered emails even more, you can take advantage of <a href=\"https:\/\/iterable.com\/blog\/dynamic-content-data-before-design\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a> fields. These fields can pull information from your <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">catalog<\/a> or customer profiles to adjust for each recipient.<\/p>\r\n<p>In Lisa\u2019s email, for example, you could include a photo of the hammer she just purchased above the new recommended items, to remind her of her past purchase and show that your brand is providing customized product recommendations.<\/p>\r\n<p>With John, you could include his name in the subject line and then include a working countdown that shows when the coupon expires. If John revisits the email later, the countdown should still be accurate to the time he revisits.<\/p>\r\n<p>There are multiple ways to personalize promotional emails for each individual customer. It may sound like a heavy lift for your marketing team, but it doesn\u2019t have to be.<\/p>\r\n<h3>Work Smarter, Not Harder<\/h3>\r\n<p>Personalized promotional emails for each of your customers doesn\u2019t mean crafting hundreds of thousands of emails and sending them out individually. Start by taking the time to <a href=\"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/\" target=\"_blank\" rel=\"noopener\">segment your customers<\/a> into specific groups with similar traits, based on <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party<\/a> and behavioral data. With this segmentation alone you can set a base level of email personalization.<\/p>\r\n<p>Once you have your segments you can create niche marketing workflows that guide members of each segment through the marketing funnel. Then, the pi\u00e8ce de r\u00e9sistance is incorporating dynamic content. By utilizing your data feeds to enhance your email templates, you can auto-populate emails with content specific to each user profile. In doing so, you\u2019ll create a highly personalized experience for each individual customer. They\u2019ll feel like they\u2019re the only one on your mailing list.<\/p>\r\n<p>Impersonal batch and blast is a thing of the past. Create personalized promotional emails to stand out in your customers\u2019 inboxes.<\/p>\r\n<p><em>To learn more about Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Using Dynamic Content to Personalize Promotional Emails","post_excerpt":"Given the sheer volume of promotional emails that inundate audiences\u2019 inboxes, how can you stand out and capture the customers\u2019 attention?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"using-dynamic-content-to-personalize-promotional-emails","to_ping":"","pinged":"","post_modified":"2021-12-01 10:25:52","post_modified_gmt":"2021-12-01 18:25:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96044","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 01, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"promotional emails\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/using-dynamic-content-to-personalize-promotional-emails\/"},{"ID":95989,"post_author":"79","post_date":"2021-11-29 14:07:02","post_date_gmt":"2021-11-29 22:07:02","post_content":"<p>We hear it all the time: the word <em>authenticity<\/em>.<\/p>\r\n<p>It means being real. It means being genuine. It means not being fake. Sounds easy enough, right?<\/p>\r\n<p>But if being authentic is simple, why are so many people, brands, and businesses accused of inauthenticity?<\/p>\r\n<p>For one, consumers care more about authenticity and are noticing when it is and isn\u2019t present. They want to shop with brands that know and share their values, paying extra for a side of impact and empathy. But what consumers giveth, they taketh away. They are connected, discerning, and vocal. And, they know when businesses aren\u2019t following through on their promises. Consumers invest in brands that make a difference, but deceiving a caring consumer dooms a brand to failure.<\/p>\r\n<p>We are all learning how to be better global citizens by making a greater impact (and a smaller footprint). And, this month, when we didn\u2019t quite know how best to support and celebrate, we looked internally for help.<\/p>\r\n<h3>Mixed Identities Affinity Group<\/h3>\r\n<p>Here at Iterable we have <a href=\"https:\/\/iterable.com\/blog\/5-steps-building-amazing-company-culture\/\" target=\"_blank\" rel=\"noopener\">Affinity Groups<\/a>\u2014groups created and run by employees who share a common community or identity. Our Affinity Groups play a vital role in ensuring an inclusive environment where all are valued and empowered to succeed. They challenge us to take action, and use our platform of prominence and power in the marketing technology industry for good.<\/p>\r\n<p>This month\u2014<a href=\"https:\/\/nativeamericanheritagemonth.gov\/\" target=\"_blank\" rel=\"noopener\">Native American Heritage Month<\/a>\u2014we partnered with our Mixed Identities Affinity Group to take action. The Mixed Identities Affinity group, led internally by <a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-jeremy-moffett-on-sms-marketing\/\" target=\"_blank\" rel=\"noopener\">Jeremy Moffett<\/a>, Manager of Customer Success, and Ryan Glavor, Sales Development Representative, creates space for reflection and learning for Iterators within multiple identities and communities.<\/p>\r\n<p>\u201cCelebrating Indigenous culture and traditions through businesses, authors, artists, and food is something we can and should do all year long. We have the power to make change by taking direct action to support Indigenous rights and culture,\u201d shares Ryan Glavor. \u201cBut a good way to start a celebration is through education\u2014learn about the history of the land you\u2019re standing on and practice Indigenous land acknowledgment. The information is incredibly accessible and this can be the catalyst of truly experiencing, honoring, and appreciating Native American cultural practices. Food and shopping can be a great place to start.\u201d<\/p>\r\n<h3>This Land is [Not] Our Land<\/h3>\r\n<p>Remote by design, Iterators work in 38 states around the U.S.<\/p>\r\n<p>But this is not discovered land. This is not our land. This is colonized land. We have a clear awareness that colonization, genocide, and slavery have had devastating effects on Indigenous people. And with that awareness comes the power to make a difference. So, guided by our Affinity Group leaders, we took a tour across our offices in the U.S. to recognize the Indigenous populations who called this land home before we called it a country.<\/p>\r\n<h4>First Stop: San Francisco<\/h4>\r\n<p>Iterable headquarters is in San Francisco. But this is not our land. Before the Spanish arrived to colonize the Presidio, the San Francisco Peninsula was predominantly occupied by a people known as Ohlone or Costanoan. Archeological evidence indicates an Ohlone\/Costanoan presence at the site of the Presidio by about 740 A.D.<\/p>\r\n<p>How did we learn this? The internet.<\/p>\r\n<p>How can you celebrate, support, and learn more?<\/p>\r\n<p>Visit <a href=\"https:\/\/wahpepahskitchen.com\/about-us\" target=\"_blank\" rel=\"noopener\">Wahpepah\u2019s Kitchen<\/a>, a new woman-owned Native American restaurant serving a modern take on Indigenous cuisine. Wahpepah\u2019s Kitchen is based in Oakland, and owned by <a href=\"https:\/\/abc7news.com\/chef-crystal-wahpepah-open-kitchen-native-american-cuisine-indigenous-food\/11230086\/\" target=\"_blank\" rel=\"noopener\">Crystal Wahpepah<\/a>\u2014an enrolled member of the Kickapoo nation of Oklahoma. Crystal was born and raised as a Kickapoo Native surrounded by a multi-tribal, tight-knit, urban Native community. Importantly, she\u2019s also an African American from East Oakland. She\u2019s a trailblazer, and an inspiration for other young, Indigenous entrepreneurs.<\/p>\r\n\r\n[caption id=\"attachment_95991\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-95991\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Wahpehpahs-Kitchen.png\" alt=\"Wahpepah's Kitchen\" width=\"512\" height=\"410\" \/> <em>Jeremy visited Wahpepah\u2019s kitchen in Oakland, and shares \u201cDelicious! Highlight recommend checking it out for anyone who is in the Bay Area!\u201d<\/em>[\/caption]\r\n\r\n<p>Wahpehpah\u2019s Kitchen is not only a destination for foodies around the Bay Area (explore their <a href=\"https:\/\/wahpepahskitchen.com\/menu\" target=\"_blank\" rel=\"noopener\">menu<\/a>!), but it's also a cultural exchange, where people unfamiliar with native cuisine can get a good meal and a good lesson. Watch closely for what\u2019s next for Wahpepah\u2019s Kitchen, and follow their journey on <a href=\"https:\/\/www.instagram.com\/wahpepahskitchen\/?hl=en\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>.<\/p>\r\n<h4>Next Stop: Denver<\/h4>\r\n<p>We expanded our operations to Denver in 2016. But this is not our land. By the time Europeans entered Colorado, several historic tribes had moved into and inhabited the Denver area. This includes the Apaches, Utes, Osage, Cheyennes, Comanches, and Arapahoes.<\/p>\r\n<p>As Europeans settled in new territories, they displaced existing native tribes forcing them to move farther westward. These Natives then displaced existing native tribes. Essentially, the westward settlement of Europeans caused a chain reaction in the displacement of Indigenous native tribes.<\/p>\r\n<p>We\u2019re excited to highlight <a href=\"https:\/\/www.tocabe.com\/\" target=\"_blank\" rel=\"noopener\">Tocabe<\/a>, the only American Indian restaurant in the Denver metro area and one of only a handful throughout the United States. Specializing in contemporary American Indian cuisine, the menu combines traditional Osage family recipes with elements of modern American Indian fare. Their vision? \u201cTo embrace the traditions of American Indian Cuisine and ingredients by building community through food.\u201d<\/p>\r\n<p>While the pandemic proved challenging for Tocabe, it pushed them to innovate. The result? The <a href=\"https:\/\/www.5280.com\/2021\/06\/tocabe-is-launching-an-online-marketplace-for-native-and-indigenous-foods\/\" target=\"_blank\" rel=\"noopener\">expansion<\/a> of their \u201cnative first, local second\u201d philosophy of sourcing ingredients and produce from Native American purveyors around the United States. The new <a href=\"https:\/\/shoptocabe.com\/\" target=\"_blank\" rel=\"noopener\">Tocabe Indigenous Market<\/a>\u2014which launched in mid-June\u2014features nine Native suppliers across the country and some 40 pantry staples and ingredients.<\/p>\r\n\r\n[caption id=\"attachment_95998\" align=\"alignnone\" width=\"454\"]<img class=\"size-full wp-image-95998\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Indigenous-Market.png\" alt=\"Tocabe's Indigenous Market\" width=\"454\" height=\"512\" \/> <em>Customers can go to Tocabe\u2019s online marketplace at its website to shop products like wild rice from Red Lakes Nation; pinto beans, juniper ash, and Navajo blue cornmeal from Navajo Pride Foods.<\/em>[\/caption]\r\n\r\n<p>In the Denver metro area? Consider Tocabe for your next night out. Elsewhere in the US? Tocabe offers nationwide shipping for its online marketplace.<\/p>\r\n<h4>Final Stop: New York<\/h4>\r\n<p>Our New York office, which opened in 2017, is located between the Flatiron and Empire State buildings. But this is not our land. When the Dutch arrived in the 17th century in what\u2019s now New York City, their encounters with the Indigenous peoples, known as the Lenape were, initially, amicable. They shared the land and traded guns, beads, and wool for beaver furs. But everything changed when the Dutch \u201cpurchased\u201d Manhattan island from the Lenape in 1626. The transaction marked the very beginning of the Lenape\u2019s forced mass migration out of their homeland.<\/p>\r\n<p>In New York\u2014the fashion capital of the world\u2014the concept of taking something that isn't yours, pops up all of the time.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_96004\" align=\"alignnone\" width=\"512\"]<img class=\"wp-image-96004 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Indigenous-Designers-and-Brands.png\" alt=\"Indigenous Brands and Designers\" width=\"512\" height=\"288\" \/> <em>This month consider learning more about your clothing purchases, and consider supporting <a href=\"https:\/\/www.cosmopolitan.com\/style-beauty\/fashion\/g33825337\/native-american-clothing-brands\/\" target=\"_blank\" rel=\"noopener\">Indigenous designers and brands<\/a> that are rich in tradition and culture.<\/em>[\/caption]\r\n\r\n<p>Shop consciously through this eponymous line by Anishinaabe designer Lesley Hampton (far left in the image above). For patterns, look at this fashion line by artist and designer <a href=\"https:\/\/laurengoodday.com\/\" target=\"_blank\" rel=\"noopener\">Lauren Good Day<\/a>, an enrolled member of the Three Affiliated Tribes (Mandan, Hidatsa, Arikara Nation) of the Ft. Berthold Reservation in North Dakota, USA and also a registered Treaty Indian with the Sweet Grass Cree First Nation in Saskatchewan, Canada (middle). Or, shop sustainable clothing and accessories from <a href=\"https:\/\/www.shenative.com\/\" target=\"_blank\" rel=\"noopener\">SheNative<\/a>, an Indigenous women-led brand founded by Devon Fiddler which <a href=\"https:\/\/www.shenative.com\/pages\/about-us\" target=\"_blank\" rel=\"noopener\">commits 2%<\/a> of each purchase to causes that support native women (far right).<\/p>\r\n<h3>Celebrating Native American Heritage Month<\/h3>\r\n<p>This month, we\u2019re celebrating Native American History by learning more, eating at new places, being more proactive in our purchases, and informing others. We can\u2019t erase the past, but we can acknowledge it. This is not our land. This is Indigenous land. And we\u2019re humbled and honored to experience it.<\/p>","post_title":"Celebrating Native American Heritage Month Through Local Leadership","post_excerpt":"Celebrate Native American Heritage Month by learning more, eating at new places, being proactive in our purchases, and informing others.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-native-american-heritage-month-through-local-leadership","to_ping":"","pinged":"","post_modified":"2021-11-29 14:07:02","post_modified_gmt":"2021-11-29 22:07:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95989","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 29, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Native American Heritage Month\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-native-american-heritage-month-through-local-leadership\/"},{"ID":95931,"post_author":"79","post_date":"2021-11-23 08:59:10","post_date_gmt":"2021-11-23 16:59:10","post_content":"<p>\u201cMoney makes the world go round.\u201d \u201cCash rules everything around me.\u201d With <a href=\"https:\/\/www.apa.org\/news\/press\/releases\/stress\/2020\/sia-mental-health-crisis.pdf\" target=\"_blank\" rel=\"noopener\">64% of adults<\/a> saying that money is a significant stressor in their lives, it\u2019s safe to say that most people have money on their mind. That\u2019s where financial service (\u201cfinserv\u201d) companies come in.<\/p>\r\n<p>The finserv industry has skyrocketed in recent years. By 2022, this industry is expected to <a href=\"https:\/\/balancingeverything.com\/fintech-statistics\/\" target=\"_blank\" rel=\"noopener\">reach $310 billion<\/a> and continue growing past the 25,000+ startups already in the global market. Financial literacy and wealth management startups have popped up across the globe to help the average consumer take control of their monetary futures.<\/p>\r\n<p>The modern finserv industry brings something previously deemed for the elite\u2014money management\u2014to the masses. Finserv brands now face a swathe of new use cases and personas, and consumers, who are presented with countless options, have heightened expectations.<\/p>\r\n<p>Moving into 2022 and beyond, finserv brands are faced with the challenge of acquiring new customers, creating a differentiated experience, standing out amongst the crowd, and doing all of this while staying secure and trustworthy.<\/p>\r\n<p>A lofty task, but that\u2019s why we have four key tips for finserv marketers to focus on in 2022 to make sure their customer experience lets consumers rule the cash around them, not the other way around.<\/p>\r\n<h3>4 Marketing Tips for FinServ Success in 2022<\/h3>\r\n<h4>1. Build Out\u2014and Share\u2014Your Content Portfolio<\/h4>\r\n<p>Perhaps the biggest issue plaguing finserv today is the financial literacy of the customer base. If only one-third of adults <a href=\"https:\/\/gflec.org\/wp-content\/uploads\/2015\/11\/3313-Finlit_Report_FINAL-5.11.16.pdf?x37611\" target=\"_blank\" rel=\"noopener\">understand basic financial concepts<\/a>, it can be hard to market the full capabilities and advantages of using your products and services.<\/p>\r\n<p>Here is where your content marketing team can shine. Educational resources. Videos. Guides. Blogs. Podcasts. Cheat sheets. These are all excellent options to help educate your audience on (1) the different ways to use your products and services and, more importantly, (2) on the foundational concepts of your industry.<\/p>\r\n<p>Whether you\u2019re in credit, insurance, banking, investments, etc., there\u2019s going to be a portion of your audience that needs help in understanding just what the heck is going on. Dealing with money is stressful enough. By giving them the resources they need\u2014in an honest, largely product-agnostic way\u2014you\u2019ll make their lives easier, build their trust, and keep them coming back to learn more from you.<\/p>\r\n<p>Lastly, share this content out through your marketing channels! Don\u2019t sit back and wait for your audience to stumble across one blog post, think it\u2019s great, and hope they keep exploring your library. Share it out and do so across all of your channels...<\/p>\r\n<h4>2. Create a Frictionless Cross-Channel Experience<\/h4>\r\n<p>Speaking of cross-channel marketing! Almost half of consumers (46% to be exact) <a href=\"https:\/\/www.pwc.com\/us\/en\/industries\/financial-services\/library\/digital-banking-consumer-survey.html\"><em>only use<\/em> digital channels<\/a> for banking. And, as of 2019, almost $2 billion was <a href=\"https:\/\/www.gsma.com\/sotir\/wp-content\/uploads\/2020\/03\/GSMA-State-of-the-Industry-Report-on-Mobile-Money-2019-Full-Report.pdf\" target=\"_blank\" rel=\"noopener\">processed <em>daily<\/em> via mobile devices<\/a>. The future of finserv is mobile. Sorry, the <em>present<\/em> of finserv is mobile.<\/p>\r\n<p>But, that doesn\u2019t mean your other channels are moot. Email and direct mail are still crucial. Our friends at insurance agency, <a href=\"https:\/\/www.policygenius.com\/\" target=\"_blank\" rel=\"noopener\">Policygenius<\/a>, recently told us about the <a href=\"https:\/\/youtu.be\/NOB0RCPolNk\" target=\"_blank\" rel=\"noopener\">impact direct mail had on their customer journey<\/a>.<\/p>\r\n<p>This will probably be said at least one more time, but anything to do with money is stressful for the majority of your customers. When mapping out your customer journey, consider the different ways they interact with your brand and how consistent the transitions between channels are.<\/p>\r\n<p>For example, many of you reading this have an app and a mobile site. There are b<a href=\"https:\/\/iterable.com\/blog\/app-vs-mobile-site-when-to-focus-on-each\/\" target=\"_blank\" rel=\"noopener\">enefits to both<\/a>, but the important point is that using one or the other shouldn\u2019t feel like the user has found themselves engaging with a completely different brand.<\/p>\r\n<p>The same goes for your marketing channels. Email and SMS. Push notifications and in-app. All of these channels should maintain a similar tone of voice, branding, and relative cadence that individualizes the experience.<\/p>\r\n<p>If you\u2019re unsure what this could look like, check out our eight <a href=\"https:\/\/iterable.com\/blog\/8-must-have-marketing-workflows-for-every-team\/\" target=\"_blank\" rel=\"noopener\">must-have marketing workflows<\/a>. Incorporating an automated workflow into your customer experience keeps the user engaged without adding extra work or complexity for either side of the marketer-consumer equation.<\/p>\r\n<h4>3. Personalization Through Data and Automation<\/h4>\r\n<p>For marketers, data rules everything around us. Data is on our minds. For finserv marketers, data is abundant and useful for successful marketing campaigns.<\/p>\r\n<p>Does it look like a user is saving up for a house? Have they changed their insurance policy selection after years of staying the same? Are they applying for new credit cards?<\/p>\r\n<p>Whatever the trigger point is in your subcategory of finserv, you likely have the data to be able to identify life changes based on your users\u2019 behavior. What you need now, is a martech stack capable of centralizing this data in a single spot for easier viewing and action.<\/p>\r\n<p>After that, automation comes in. Iterable\u2019s workflows are mentioned above as one option for automating the customer experience, but the goal for marketers should always be to automate, analyze, and iterate.<\/p>\r\n<p>Finserv is under high scrutiny for secure data collection and storage. Your brand has done the due diligence. Now it\u2019s time to give back by personalizing the experience, which can be done in any number of ways.<\/p>\r\n<p>Local regulations can complicate matters for consumers, but not if you incorporate their <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location into your marketing<\/a>. Let users know you\u2019re paying attention and do so by using data they have provided. The kicker, though, is that to avoid the creepy factor, you have to add value. Here\u2019s where further interpretation of their behavioral data\u2014and savvy sharing of content\u2014makes you a trusted partner more than a service provider.<\/p>\r\n<h4>4. Get Your Users Talking<\/h4>\r\n<p>If you follow the above three tips, you\u2019ll have a marketing experience worth talking about, and boy oh boy do consumers love sharing their experiences with brands.<\/p>\r\n<p>They also love hearing others\u2019 experiences: 92% of consumers trust referrals <a href=\"https:\/\/www.buyapowa.com\/blog\/92-of-consumers-trust-word-of-mouth\/\" target=\"_blank\" rel=\"noopener\">from people they know<\/a>.<\/p>\r\n<p>Referrals are a huge part of finserv. Think about when you first started out saving or buying insurance or applying for credit cards. Sure, there was a research component to it, but you likely asked your friends and family for their advice and experiences.<\/p>\r\n<p>Credibility and trust take time to develop in finserv, and with this comes a longer investment in acquiring customers. By tapping into your most loyal, active customers, you\u2019re fostering brand advocates, which is invaluable moving forward.<\/p>\r\n<p>I\u2019ll reiterate: a good marketing experience is worth talking about. Sharing trustworthy, educational content, with a smooth, frictionless experience, using data to personalize said experience\u2014that creates a good customer experience.<\/p>\r\n<p>If you can\u2019t get referrals quite as much, the next best thing is a good review. Consumers nowadays are seeking reviews before potentially even finding referrals. How many times have you been looking for something, found a few highly-rated reviews, and then asked around if anyone has a personal experience with that brand?<\/p>\r\n<p>For finserv marketers in 2022, give your users a chance to speak up. Send surveys. Ask for feedback. Incentivize honest reviews with discount codes. Send referral codes. Any and every way you can build a brand advocate from a loyal customer will help with your LTV and CAC in the long run.<\/p>\r\n<h3>A Look to the Future...And Today<\/h3>\r\n<p>Finserv in 2022 is a crowded field that is only going to increase in competitiveness. Getting the foundations set early in your marketing strategy can be the edge you need to stand out and earn loyal brand advocates for customers.<\/p>\r\n<p>Above, we looked at the finserv of tomorrow\u2014well, a month and some change from now. Below, we have a look at the finserv of today, and how you can take the next step to enact the change you want to see in your marketing. Check out this quick look at <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable_FinServ_1Pager.pdf\" target=\"_blank\" rel=\"noopener\">where the finserv industry stands today<\/a>, and how Iterable can help your marketing team achieve more in 2022 and beyond.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable_FinServ_1Pager.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-95938\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable_FinServ_1Pager_768x192.png\" alt=\"Finserv today\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Top FinServ Marketing Tips for 2022","post_excerpt":"By 2022, the finserv industry is expected to reach $310 billion and continue to grow. Here are four tips for keeping up.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-finserv-marketing-tips-for-2022","to_ping":"","pinged":"","post_modified":"2021-11-23 08:59:10","post_modified_gmt":"2021-11-23 16:59:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95931","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 23, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Finserv in 2022\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-finserv-marketing-tips-for-2022\/"},{"ID":95909,"post_author":"79","post_date":"2021-11-22 13:21:03","post_date_gmt":"2021-11-22 21:21:03","post_content":"<p>When a customer signs up for your newsletter, you send them an email immediately after, right? This is essentially a mini workflow campaign. The best part? It\u2019s automated. The email is sent\u2014based on a triggered event\u2014without any additional lift from your marketing team.<\/p>\r\n<p>Now, take that concept and flip it on its head. Instead of starting with the customer action, start with a goal and work backwards to create a personalized, automated workflow that guides customers to the finish line. The more specific your goal, the more elements you can add into your workflow.<\/p>\r\n<p>Automated workflows guide users to a specific endpoint and, as an added bonus, they can provide your marketing team with helpful insights. For example, if you\u2019re A\/\/B testing an email subject line and notice a clear winner, you can, in real-time, edit the workflow to only serve that subject line to future customers who enter the workflow.\u00a0<\/p>\r\n<p>In addition to a webinar that focuses on <a href=\"https:\/\/iterable.com\/webinars\/the-3-must-have-campaign-workflows-for-every-marketing-team-us\/\" target=\"_blank\" rel=\"noopener\">how to build workflows<\/a> and three industry-specific must-have workflows, we\u2019ve also created a workflow lookbook that highlights eight workflow campaigns every brand should have under their belt.<\/p>\r\n<h3>Building a Well-Designed Marketing Workflow<\/h3>\r\n<p>In the webinar, Tasmin Singh and Amalia Beckmann, two of Iterable\u2019s Enterprise Customer Success Managers, demonstrate how workflows can have a wide variety of uses. Whether it\u2019s the initial interaction with a customer or a re-engagement campaign meant to solidify loyalty and trust, workflows can be designed to fit a variety of marketing needs.\u00a0<\/p>\r\n<p>However, to build an effective workflow, Tasmin and Amalia highlight four key requirements:<\/p>\r\n<ul>\r\n\t<li>A starting place<\/li>\r\n\t<li>Defined steps<\/li>\r\n\t<li>An end goal<\/li>\r\n\t<li>Monitoring and optimization<\/li>\r\n<\/ul>\r\n<p>While these four requirements set the foundation for building a workflow, you\u2019ll also need to consider the workflow frequency, suppression, and exit strategy.\u00a0<\/p>\r\n<p>First, how many messages are you going to send each customer in a given workflow? Then, when are you going to avoid sending customers specific messages, based on previous actions? And, lastly, where users are sent after they\u2019ve completed the workflow?\u00a0<\/p>\r\n<p>Lastly, in addition to industry-specific workflows and what they may typically look like, this webinar features welcome\/onboarding examples from <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> and <a href=\"https:\/\/www.underarmour.com\/en-us\/\" target=\"_blank\" rel=\"noopener\">Under Armour<\/a>, an abandonment example from <a href=\"https:\/\/www.chewy.com\/\" target=\"_blank\" rel=\"noopener\">Chewy<\/a>, and a conversion example from <a href=\"https:\/\/www.meetup.com\/\" target=\"_blank\" rel=\"noopener\">Meetup<\/a>.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/webinars\/the-3-must-have-campaign-workflows-for-every-marketing-team-us\/\" target=\"_blank\" rel=\"noopener\">Watch the full webinar<\/a> for some industry-specific workflow campaign examples.<\/em><\/p>\r\n<h3>A Sneak Peek at the Workflow Lookbook<\/h3>\r\n<p>Like we mentioned, the more specific you can get with your goals, the more detailed your workflows will be. You can absolutely use the industry-specific webinar examples for inspiration as you create your own detailed workflows, but, if you\u2019re in the market for even more examples, our new workflow lookbook contains frequently-used, must-have workflow campaigns across <em>all<\/em> industries.<\/p>\r\n<p>These campaigns include:<\/p>\r\n<ul>\r\n\t<li>Welcome\/Onboarding<\/li>\r\n\t<li>Promotional<\/li>\r\n\t<li>Nurture<\/li>\r\n\t<li>Abandoned Cart<\/li>\r\n\t<li>Re-engagement<\/li>\r\n<\/ul>\r\n<p>Because there are various marketing channels you can take advantage of as a customer interacts with your brand, there could be multiple workflows per campaign\u2014each dedicated to a different channel.\u00a0<\/p>\r\n<p>For the welcome\/onboarding campaign, for example, we feature both an email onboarding workflow as well as a mobile app onboarding workflow. For the email onboarding workflow, the goal is to have the user click through the email and then have them set their user preferences. For the app download workflow, the goal is to get the user to download the app and then convert through the app. Different situations call for different workflows, and customers today not only appreciate it, they expect a unique, personalized experience that aligns with their individual journey.\u00a0<\/p>\r\n<p><em>To view each of the campaigns and their corresponding workflows, <a href=\"http:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\" target=\"_blank\" rel=\"noopener\">view the full lookbook<\/a>.<\/em><\/p>\r\n<p><a href=\"http:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-95910\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x192.png\" alt=\"workflow lookbook\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"8 Must-Have Marketing Workflows for Every Team","post_excerpt":"Learn how you can design experiences that lead customers to a specific goal completion by creating detailed, automated marketing workflows.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"8-must-have-marketing-workflows-for-every-team","to_ping":"","pinged":"","post_modified":"2021-11-22 13:21:03","post_modified_gmt":"2021-11-22 21:21:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95909","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 22, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/8-must-have-marketing-workflows-for-every-team\/"},{"ID":95870,"post_author":"87","post_date":"2021-11-19 09:11:37","post_date_gmt":"2021-11-19 17:11:37","post_content":"<p>Creating a seamless experience requires always having a next step\u2014the right next step\u2014for your customers as they engage with your brand. Designing workflow campaigns allows your marketing team to automate this process, taking them out of the nitty-gritty and giving them time to focus on the overall strategy.<\/p>\r\n<p>Ready to see how it\u2019s done? In this lookbook we\u2019ve put together some must-have workflows to showcase how these campaigns are always a step ahead in the customer journey.<\/p>\r\n<p><strong>In this lookbook you\u2019ll get:<\/strong><\/p>\r\n<ul>\r\n\t<li>Inspiration from eight built-out, illustrative workflows\u00a0<\/li>\r\n\t<li>Tips for getting customer journeys started<\/li>\r\n\t<li>A description and goal for each workflow<\/li>\r\n<\/ul>","post_title":"8 Must-Have Workflows for Every Marketing Team","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"8-must-have-workflows-for-every-marketing-team","to_ping":"","pinged":"","post_modified":"2021-11-19 10:46:26","post_modified_gmt":"2021-11-19 18:46:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=95870","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 19, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\/"},{"ID":95878,"post_author":"35","post_date":"2021-11-18 11:24:25","post_date_gmt":"2021-11-18 19:24:25","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we took a look how <a href=\"https:\/\/www.forhers.com\/\" target=\"_blank\" rel=\"noopener\">telehealth company<\/a> hims &amp; hers communicates with a diverse set of personas about typically stigmatized health issues. I sat down with Shilpa Rajgopal, Associate Director of Marketing at hims &amp; hers, to get her insight on how the company markets to their customers base, builds a comprehensive lifecycle map, and incorporates honesty and comfort into their messaging.\u00a0<\/p>\r\n<h3>Meet Shilpa From hims &amp; hers<\/h3>\r\n<p>Mental health, hair loss, skincare, and sexual health. All of these are common areas of concern for people across backgrounds and age groups. And yet, these all come with their own stigmas that make it harder for people to feel comfortable seeking help. In our chat, Shilpa walks through how hims &amp; hers speaks directly to customers with empathy and honesty build a comfortable space to address their concerns. By changing the narrative around these stigmas to lessen their impact, Shilpa and her team are hoping to create a deeper connection with customers to help them along their telehealth journey.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Shilpa right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/0s6H4SH9Qsk[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: hims & hers Empowers Diverse Personas With Honesty","post_excerpt":"For today's episode we see how hims & hers communicates with a diverse set of personas about typically stigmatized health issues.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-hims-hers-empowers-diverse-personas-with-honesty","to_ping":"","pinged":"","post_modified":"2021-11-18 11:24:25","post_modified_gmt":"2021-11-18 19:24:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95878","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"November 18, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"hims &amp; hers DBM\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-hims-hers-empowers-diverse-personas-with-honesty\/"},{"ID":95832,"post_author":"79","post_date":"2021-11-17 09:35:47","post_date_gmt":"2021-11-17 17:35:47","post_content":"<p>With over <a href=\"https:\/\/review42.com\/resources\/smartphone-statistics\/\" target=\"_blank\" rel=\"noopener\">five billion unique mobile users worldwide as of 2019<\/a>, we know mobile is an extremely relevant and fast-growing marketing channel. But, when users are on their phones and click through an email or notification, they\u2019re usually sent to one of two places\u2014your mobile site or your mobile app.\u00a0<\/p>\r\n<p>We wanted to better understand if there\u2019s a situation in which sending users to a mobile site is better than an app, or vice versa. Why do some brands pick one over the other? Why do some brands have both?\u00a0<\/p>\r\n<p>It's important you look at both mediums as potential engagement tools, see when each is applicable to your brand, and understand how you can optimize each to create a seamless customer experience.<\/p>\r\n<h3>How Do Users Access an App vs. Mobile Site?<\/h3>\r\n<p>One of the biggest differences in an app vs. mobile site is how users are accessing each.\u00a0<\/p>\r\n<p>Mobile sites are accessed using a web browser (Chrome, Safari, etc.) on a mobile device. These sites are (hopefully) built using <a href=\"https:\/\/www.studiopress.com\/beginners-guide-responsive-design\/\" target=\"_blank\" rel=\"noopener\">responsive design<\/a>\u2014a web page layout that is formatted to adjust to a variety of screen sizes. So, if the user were to switch from desktop to tablet to smartphone, the site may show a different amount of information, depending on the screen size.\u00a0<\/p>\r\n<p>Mobile apps, on the other hand, are built specifically for mobile devices. Users download them from \u201capp stores'' and the applications are then installed on their smartphones, tablets, etc. Responsive design isn\u2019t required because the applications are built specifically for certain screen sizes with the intention that they\u2019ll be accessed from one location.<\/p>\r\n\r\n[caption id=\"attachment_95833\" align=\"alignnone\" width=\"660\"]<img class=\"size-full wp-image-95833\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Target-App-vs.-Mobile-Site.png\" alt=\"App vs. Mobile Site: Target\" width=\"660\" height=\"1080\" \/> <em>This image shows Target\u2019s 1) app, 2) mobile site, and 3) desktop site. Source: <a href=\"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/\" target=\"_blank\" rel=\"noopener\">5\u00a0Ways to Improve Mobile App Engagement<\/a>.<\/em>[\/caption]\r\n\r\n<p>In the example above, from <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a>, you can see the information on all three locations is the same, but how users access each version of this information is different.<\/p>\r\n<h3>Why Apps Are Effective<\/h3>\r\n<p>Apps are killing it. In 2020 alone there were <a href=\"https:\/\/www.appannie.com\/en\/insights\/market-data\/mobile-2021-new-records-beckon\/\" target=\"_blank\" rel=\"noopener\">218 billion mobile app downloads<\/a>, a 7% increase from 2019. As the industry continues to grow, more and more brands have turned towards mobile apps to engage their audiences. Plus having your logo living on customers\u2019 homes screens <a href=\"https:\/\/iterable.com\/blog\/app-development-takeaways-from-aps-london\/\" target=\"_blank\" rel=\"noopener\">creates stickiness<\/a> and familiarity with new or existing users.<\/p>\r\n<p>Through an app, users can create an account, select their communication preferences, and, if it\u2019s an ecommerce app, choose their shopping preferences. Then, because the application lives on their device, users can access their accounts without having to repeatedly sign in, removing friction for the user.<\/p>\r\n<p>Plus, brands can use this account data, combined with app engagement metrics, to serve their audience unique, custom content. Apps improve customer engagement by allowing brands to easily collect data to segment users and deliver unique content and experiences based on those segments.<\/p>\r\n<p>Not only is access to customer data made easier via a mobile app, but it widens the array of capabilities your brand has access to. When a user has a mobile app (and opts-in to notifications), you can send personalized <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a>, which you wouldn\u2019t be able to do if users were only accessing a mobile site. Plus, mobile apps open the door to the integration of native mobile functions like cameras, microphones, and GPS.<\/p>\r\n<p>In addition to data collection and hardware integration, another reason apps are becoming increasingly popular is the difference in functionality, outside of what a mobile site can do. Wishlists, for example, are saved and revisited by users within an app and therefore lead to an average of <a href=\"https:\/\/s3.amazonaws.com\/files.appannie.com\/reports\/202109_AppAnnie_Mobile_Shopping_Report_EN.pdf\" target=\"_blank\" rel=\"noopener\">27.7 sessions <em>per user<\/em><\/a>. When combined with an additional feature, <a href=\"https:\/\/www.digitaltrends.com\/social-media\/stories-takeover-social-media-apps\/\" target=\"_blank\" rel=\"noopener\">stories<\/a> (short form, real-time videos that combine user-generated content and brand content), this increases to 32.4 sessions per user.<\/p>\r\n<p>Mobile apps seem to take care of the needs of both the brand and the customer, so when should a brand use a mobile site?<\/p>\r\n<h3>When to Use Mobile Sites<\/h3>\r\n<p>Yes, mobile apps are becoming more popular, but mobile sites are far from dead. Remember, to use a mobile app, a user has to actively find the app in an app store and install it, while a mobile site can be accessed through a browser that\u2019s likely already installed on a user\u2019s device. There\u2019s less friction when it comes to accessing a brand\u2019s content through a mobile site, but more friction when it comes to checking out because of unsaved data.\u00a0<\/p>\r\n<p>So, it boils down to how users will be using your content once they access it. If your goal isn\u2019t ecommerce, a mobile site could suffice. For example, if you\u2019re only looking to share content, you probably wouldn\u2019t need a mobile app. In fact, because in-app content isn\u2019t easily crawlable by browsers, it wouldn\u2019t show up in search results. This a big deal considering <a href=\"https:\/\/review42.com\/resources\/google-statistics-and-facts\/\" target=\"_blank\" rel=\"noopener\">mobile devices account for 63% of all Google searches<\/a>.\u00a0<\/p>\r\n<p>In addition to ease of access and SEO, mobile site maintenance and <a href=\"https:\/\/www.business2community.com\/mobile-apps\/mobile-app-vs-mobile-website-which-is-the-better-option-02048068#:~:text=Depending%20on%20complexity%2C%20a%20responsive,on%20more%20than%20one%20platform.\" target=\"_blank\" rel=\"noopener\">budgetary factors are considerably lighter<\/a> than those of an app, requiring less time and resources of your development and marketing teams.<\/p>\r\n<p>There are different use-cases for mobile apps vs. mobile sites. The combination, however, could prove to be the most beneficial.<\/p>\r\n<h3>The Best of Both Worlds<\/h3>\r\n<p>Marketing is grounded in the ability to make sense of customer behavior, so your marketing team should take a flexible approach when it comes to mobile engagement. We\u2019ve established that with a wider reach across a variety of platforms, mobile sites can generate more traffic at a lower cost. We\u2019ve also noted that ecommerce brands looking to convert mobile users may want to use a mobile app to collect customer data.\u00a0<\/p>\r\n<p>Ultimately, however, the two can work together to create a cross-channel experience that drives both growth and engagement at scale in meaningful ways for your brand. Mobile sites are great for distributing top-of-funnel traffic. This could be users Googling your brand for the first time or conducting initial research. Apps, on the other hand, are for mid- and bottom-of-the-funnel content. <a href=\"https:\/\/jmango360.com\/mobile-app-vs-mobile-website-statistics\/\" target=\"_blank\" rel=\"noopener\">Users are more likely to convert through a mobile app<\/a> vs. mobile site because of the data that\u2019s saved within the app.\u00a0<\/p>\r\n<p>At the end of the day, the focus shifts from mobile app vs. mobile site to how users are engaging with your brand. Once customer needs are established, the choice between a mobile channel, or launching both a mobile site and mobile app, should become more clear.\u00a0<\/p>\r\n<p><em>To learn more about how to create a cross-channel mobile experience using both a mobile app and a mobile site, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"App vs. Mobile Site: When to Focus on Each","post_excerpt":"One of the biggest differences in an app vs. mobile site is how users are accessing each.\u00a0Read on to learn when your brand should use each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"app-vs-mobile-site-when-to-focus-on-each","to_ping":"","pinged":"","post_modified":"2021-11-17 09:35:47","post_modified_gmt":"2021-11-17 17:35:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95832","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/app-vs-mobile-site-when-to-focus-on-each\/"},{"ID":95847,"post_author":"79","post_date":"2021-11-16 11:28:07","post_date_gmt":"2021-11-16 19:28:07","post_content":"<p>Flipping our calendars from October to November seems to switch off our self-control gland. For example, who wants boring coffee when you can order whipped cream with a side of Pumpkin Spice? A second helping of dessert? Both are completely valid when you can blame your wintertime sweet tooth on evolution and instinct. (Thanks, <a href=\"https:\/\/www.amazon.com\/Sapiens-Humankind-Yuval-Noah-Harari\/dp\/0062316095\" target=\"_blank\" rel=\"noopener\">Sapiens<\/a>!) What\u2019s not to love between the presents, the people, the liquor, and the laughs?<\/p>\r\n<p>And let\u2019s not forget about the lines, right? Lines to shop, lines to return. We\u2019re here for it. Don\u2019t good things come to those who wait?<\/p>\r\n<p>Not always.<\/p>\r\n<h3>C\u2019mon, Get a Q(l)ueue<\/h3>\r\n<p>Last week, we talked about <a href=\"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/\" target=\"_blank\" rel=\"noopener\">waiting rooms<\/a>. We discussed why people hate waiting for things, and recommended ways that brands can offer consumers relief from the holiday purchase purgatory. The supply chain is broken and is not going to be fixed anytime soon.<\/p>\r\n<p>Lucky for you, we\u2019re here to talk about waiting again. More specifically, about not waiting. Same, same. But different.<\/p>\r\n<p>The reality now is that consumers are starting to get a clue about what\u2019s going on with the supply chain. Not surprising, because everyone is talking about it. Even my mom, who still thinks Kourtney Kardashian and Scott Disick are dating (they\u2019re not), has already purchased, wrapped, and \u201chidden\u201d our holiday presents in the supply closet. As news of shortages starts to spread, panic will likely set in.<\/p>\r\n<h3>Panic! At the Check-Out<\/h3>\r\n<p>And what do people do when panic sets in? Do you remember what Costco shelves looked like at the beginning of the pandemic? Bleak. Not a square of TP in sight.<\/p>\r\n<p>This year, the panic for goods will peak on Black Friday and Cyber Monday.<\/p>\r\n<p>How do we know? In October, we conducted a <a href=\"https:\/\/iterable.com\/blog\/2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk\/\" target=\"_blank\" rel=\"noopener\">poll of 2,000 consumers in the U.S. and UK<\/a> to find out how they were thinking about this holiday season. 54% of respondents reported they would spend more this year than in previous years. When asked what they were waiting for, a whopping majority said sales and promotions. Finally, we asked when they would be shopping this season. The top response? Black Friday and Cyber Monday.<\/p>\r\n<p>In years past, Black Friday signaled the start of the holiday shopping season. But this year, low stock and supply chain hold-ups will condense the shopping window.<\/p>\r\n<p>Like so many things in life, traditions are meant to evolve. Marketers can spread cheer this season by changing the Black Friday narrative, and give consumers the opportunity to shop sales ahead of schedule. Give back the gift of more shopping time, and we guarantee you\u2019ll make it onto Santa\u2019s \u201cPreferred Vendors\u201d list.<\/p>\r\n<h3>We\u2019re Back to Black Friday<\/h3>\r\n<p>Black Friday was created by brands to drive revenue. It\u2019s transformed from a sales tactic to a central part of American <del>capitalism<\/del> culture. And it's gone global. Would you believe that <a href=\"https:\/\/www.junglescout.com\/blog\/black-friday-around-the-world\/\" target=\"_blank\" rel=\"noopener\">195 countries across the world<\/a> celebrate Black Friday sales, in one form or another?<\/p>\r\n<p>This year, consumers have given brands a fairly simple task: deliver on expectations. They\u2019ve told us when they are going to shop (during sales) and where they are going to shop (mostly <a href=\"https:\/\/iterable.com\/blog\/2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk\/\" target=\"_blank\" rel=\"noopener\">online<\/a>). They even let us know that they will shop with brands they have an <a href=\"https:\/\/iterable.com\/blog\/2021-ecommerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener\">emotional connection<\/a> with, for goodness\u2019 sake!<\/p>\r\n<p>With pressures on the supply chain, businesses and brands need to change the narrative and timing of Black Friday. Sticking sales to a single day will exacerbate an already strained system, and (worse?) exasperate shoppers.<\/p>\r\n<p>To capture hearts, minds, and market share this season, here are some tips:<\/p>\r\n<h4>1. Timing is EVERYTHING<\/h4>\r\n<p>We encourage you to extend the runway of Black Friday to give consumers a little wiggle room to do their shopping. Consumers don\u2019t need a countdown clock yelling \u201cYOUR ITEMS WILL ONLY BE HELD FOR 6 MORE MINUTES\u201d to incentivize a checkout. They\u2019ll appreciate the respect and space you give them to shop.<\/p>\r\n<p>But on the other side of the coin, don\u2019t make every day Black Friday. There\u2019s still something special about exclusivity. Everyday sales might work in the short run, but will decrease the value of your logo over time.<\/p>\r\n<h4>2. Trickle-Down Effect<\/h4>\r\n<p>Sephora <a href=\"https:\/\/www.sephora.com\/profile\/BeautyInsider\" target=\"_blank\" rel=\"noopener\">loyalty<\/a> members have seen for years how well the cosmetics brand understands their consumer psychology. Their week-long sales events categorized by product line\u2014Monday sales on skincare, Tuesday promotions on perfumes \u2014 result in high engagement and repeat purchases. There\u2019s nothing stopping 7 days of online ordering when shipping is free (for Sephora\u2019s <a href=\"https:\/\/www.sephora.com\/profile\/BeautyInsider\" target=\"_blank\" rel=\"noopener\">Beauty Insiders<\/a>).<\/p>\r\n<p>A trickle-down approach to sales removes the stressful rush of having only one day to purchase an item (which, in Sephora\u2019s case, would likely result in an uptick in anti-aging skincare purchases). It also, perhaps more crucially, builds excitement, interest, and engagement in your brand for an extended period where you can learn more and more about your customers.<\/p>\r\n<h4>3. Take care<\/h4>\r\n<p>At this point, it\u2019s industry knowledge that <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> was all the rage during the pandemic. Brands that cared about customers made connections and stayed competitive. With the holiday season this year riddled with uncertainty, consumers still need a helping hand.<\/p>\r\n<p>Ask how consumers are doing, see how your brand can make a stressful season less so, and make it known that your sales are equitable across the board. Consumers will appreciate that you're leveraging your channels to spread good vibes over quick conversions. Empathy builds relationships with consumers, which, in turn, lead to extended lifetime value and long-term revenue.<\/p>\r\n<h4>4. Abandonment Issues?<\/h4>\r\n<p>Have you ever abandoned a cart in-store? We have. Why? Because the lines were long. This is a classic case of abandonment\u2014<a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">cart abandonment<\/a>\u2014 and it hurts the brand and the buyer.<\/p>\r\n<p>Online, brands are still at risk of customers exiting the shopping process early\u2014either after browsing (browse abandonment) or after adding an item to a cart (cart abandonment). Price, process, and peer reviews can impact a shopper\u2019s final decision, but abandoned browse or abandoned cart messaging can help get shoppers to convert.<\/p>\r\n<p>By understanding when a customer left the buying cycle, brands can take advantage of the holiday season and send shoppers marketing messages featuring deep discounts on the items they may have researched or added to their carts in the past. Because customers will be in a shopping mindset during the holidays, double-down and send this messaging when they're most likely to engage\u2014when they're on your site or in your app.<\/p>\r\n<h3>Celebration Over Competition this Black Friday<\/h3>\r\n<p>A lot has changed in the last two years and, while change is hard, it can be good. Especially if you can guide and lead the evolution.<\/p>\r\n<p>This season, brands have a chance to change the narrative of Black Friday. The holidays are a time for celebration, not competition and queuing. Take Black Friday back\u2014for the people.<\/p>\r\n<p><em>Learn more about how to capture more market share by <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">scheduling a demo<\/a> with one of our experts.<\/em><\/p>","post_title":"Why Brands are Choosing Extended Black Friday Deals","post_excerpt":"With pressures on the supply chain, businesses need to change the narrative and timing of Black Friday. How can brands alleviate the stress?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-brands-are-choosing-extended-black-friday-deals","to_ping":"","pinged":"","post_modified":"2021-11-16 11:28:07","post_modified_gmt":"2021-11-16 19:28:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95847","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black Friday Advice\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-brands-are-choosing-extended-black-friday-deals\/"},{"ID":95789,"post_author":"79","post_date":"2021-11-11 09:43:28","post_date_gmt":"2021-11-11 17:43:28","post_content":"<p>We\u2019ve already covered <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based mobile marketing<\/a>\u2014marketing that takes advantage of users\u2019 exact locations in real-time to send relevant mobile messaging. Today, we\u2019re going to shift gears and focus on location-based email marketing.<\/p>\r\n<p>What\u2019s the difference? Well, location-based mobile marketing pinpoints where users (their phones, really) are at any point in time. With GPS features built into phones and customers constantly coveting their cells, it\u2019s pretty easy for brands to keep track of real-time locations\u2014when given permission, of course.<\/p>\r\n<p>But, email marketing is less tuned into real-time location and focuses more on broad whereabouts. For example, a recurring customer has likely entered their zip code when checking out\u2014your brand now has locale information for this customer. This information may be broader than mobile marketing\u2019s GPS capabilities, but that also means this location is more consistent.<\/p>\r\n<p>Location-based email marketing hinges on places that are more frequent players in a customer\u2019s daily life. While customers could be moving from store to store, getting personalized push notifications, they\u2019ll still return home at the end of the day, where they could have a location-based email waiting in their inbox.<\/p>\r\n<h3>Why Use Location-Based Email Marketing?<\/h3>\r\n<p>Globally, as of 2019, there were <a href=\"https:\/\/www.oberlo.com\/blog\/email-marketing-statistics\" target=\"_blank\" rel=\"noopener\">3.9 billion email users<\/a>. And, that number is projected to grow to 4.3 billion in 2023. Plus, for every dollar spent on email marketing, you can <a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\" target=\"_blank\" rel=\"noopener\">expect $42 back<\/a>. Email is both wide-reaching and successful, making it a perfect marketing tool to take advantage of. Plus, users can still read email on their mobile devices, even if it\u2019s not considered to be \u201cmobile marketing.\u201d In fact, as of August of this year, <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener\">mobile users account for 41.6% of email opens<\/a>, making mobile the device with the highest email open rate.<\/p>\r\n<p>In addition to the efficacy of email marketing alone, location-based email marketing relies on more static information. Think: city, state, country, zip code, phone number area code, etc. These details aren\u2019t going to change that frequently, and, if they do, it\u2019s easy to update with zero-party data directly from the customer.<\/p>\r\n<p>So, while this customer data doesn\u2019t fluctuate minute-to-minute, like a users\u2019 mobile location could, location-based email marketing is still highly personalized for each individual customer.<\/p>\r\n<h3>Types of Location-Based Email Marketing<\/h3>\r\n<p>Rather than different methods, like geofencing or geoconquesting via location-based mobile marketing, location-based email marketing uses different customer data to create a different experience.<\/p>\r\n<h4>Regional Emails<\/h4>\r\n<p>Because you\u2019ve collected customer data through the account creation or checkout processes, you can use that information to create region-specific content. For example, if you have a customer in the southwestern part of the U.S. and a customer in the UK, experiencing very different weather, you can send them marketing messaging specific to their individual experiences.<\/p>\r\n<p><a href=\"https:\/\/www.brooksrunning.com\/en_us\" target=\"_blank\" rel=\"noopener\">Brooks<\/a>, an athletic shoe brand, for example, created the same email, but with different hero images based on the weather in each customer\u2019s region. While some customers may have been experiencing heat waves, others could have been having non-stop rain. Segmenting customers by region and keeping a pulse on weather trends allowed Brooks to send personalized, location-based emails.<\/p>\r\n\r\n[caption id=\"attachment_95790\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-95790\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/brooks_weather_segmentation.png\" alt=\"Regional Email\" width=\"600\" height=\"393\" \/> <em>Rain or shine, Brooks had an email ready to send to each customer. Source: <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-marketing\/10-best-ways-to-use-dynamic-content-in-email\/\" target=\"_blank\" rel=\"noopener\">Email on Acid<\/a>.<\/em>[\/caption]\r\n\r\n<h4>Zip Code-Centric Emails<\/h4>\r\n<p>A zip (or postal) code is a very specific data point that tells you a lot of information about your customer. You could learn where they live, where they work, where they go on vacation, etc. And again, this isn\u2019t data that\u2019s likely to change on a dime, so you can segment users by zip code and implement a set-it-and-forget-it email marketing strategy. If the data does change, customers can be added to a new segment.<\/p>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a real estate marketplace, does an excellent job of using zip codes in their location-based email marketing strategy. Obviously, zip codes are crucial when either buying or selling a property, and Zillow knows that. In fact, Zillow compiles reports on certain zip codes, based on collective user data, to share with customers who have demonstrated interest or activity within certain areas.<\/p>\r\n\r\n[caption id=\"attachment_95796\" align=\"alignnone\" width=\"954\"]<img class=\"size-full wp-image-95796\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/screencapture-reallygoodemails-emails-80537-market-report-2021-11-11-09_20_10-edit.png\" alt=\"Zip code location based email marketing\" width=\"954\" height=\"2225\" \/> <em>In this Market Report, Zillow shares trending information about a specific zip code. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/80537-market-report\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<h4>City-Based Emails<\/h4>\r\n<p>Lastly, there are emails based on the nearest metropolitan area. With area codes, zip codes, or their home addresses, you can segment users based on the nearest city to show news stories or events happening in their area. You don\u2019t need to create content based solely on where customers are, but where they could go.<\/p>\r\n<p>For example, maybe the customer lives in a rural area, but there are great options for nearby getaways. <a href=\"https:\/\/www.kayak.com\/\" target=\"_blank\" rel=\"noopener\">Kayak<\/a>, a travel and hospitality comparison site, sends emails to customers based on their starting location and potential vacation spots. The below email shows the top destinations with the city of Seattle as a starting point.<\/p>\r\n\r\n[caption id=\"attachment_95802\" align=\"alignnone\" width=\"904\"]<img class=\"size-full wp-image-95802\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/screencapture-app-mailcharts-emails-e508c316-df0c-78c5-68f0-acc0c969d7e0-2021-11-10-16_31_36-edit-1.png\" alt=\"City location based email\" width=\"904\" height=\"1880\" \/> Kayak uses a customer\u2019s city to find the nearest airport and offer other cities as a vacation destination. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/e508c316-df0c-78c5-68f0-acc0c969d7e0?company_id=2352\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.[\/caption]\r\n\r\n<h3>Layering Location-Based Marketing<\/h3>\r\n<p>When combining location based email marketing with location-based mobile marketing, you\u2019ll be able to create a personalized experience for a customer both when they\u2019re at home and when they\u2019re not. And, because <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener\">more email opens happen on mobile than other devices<\/a>, you have the ability to create a seamless journey from inbox to in-person shopping.<\/p>\r\n<p>With the Brooks example, you could send a rainy day email, and, if the customer opens the email and then goes to a Brooks store, you could use geofencing to send a push notification featuring <a href=\"https:\/\/www.brooksrunning.com\/en_us\/running-in-snow-or-rain\/\" target=\"_blank\" rel=\"noopener\">wet weather running gear<\/a> for their journey home. Or, if the original email featured a coupon code, maybe the same coupon code is sent via SMS when they walk into the store to be more readily accessible for purchase. This kind of personalization and ease of experience will endear customers to your brand.<\/p>\r\n<p>Your marketing channels should communicate with one another to provide a seamless experience for each customer, regardless of location and device.<\/p>\r\n<h3>Making the Most Out of Available Location Data<\/h3>\r\n<p>Okay, we admit it. These types of location-based emails recycle the same data to create different messages. But, that\u2019s where your creativity as a marketer gets to shine. It\u2019s not what you have, it\u2019s how you use it. With a handful of data points about a customer's location you can send a wide variety of personalized location-based email marketing messages that resonate with your customers where they are.<\/p>\r\n<p>You have customer location data, but it\u2019s what you do with it that will make a difference in your customer experience.<\/p>\r\n<p><em>To learn more about location-based email marketing capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a>.<\/em><\/p>","post_title":"How to Take Advantage of Location-Based Email Marketing","post_excerpt":"Location-based email marketing hinges on places that are more frequent players in a customer\u2019s daily life. Read on to see why this matters.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-take-advantage-of-location-based-email-marketing","to_ping":"","pinged":"","post_modified":"2021-11-11 09:43:28","post_modified_gmt":"2021-11-11 17:43:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95789","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 11, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Location Based Email Marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-email-marketing\/"},{"ID":95730,"post_author":"79","post_date":"2021-11-09 08:45:41","post_date_gmt":"2021-11-09 16:45:41","post_content":"<p>We\u2019re excited today to announce the <a href=\"http:\/\/www.prweb.com\/releases\/iterable_announces_the_winners_of_its_2021_expie_awards\/prweb18320243.htm\" target=\"_blank\" rel=\"noopener\">winners of Iterable\u2019s 2021 Expie Awards<\/a>!<\/p>\r\n<p>These awards are designed to recognize and celebrate customers that leverage Iterable to power world-class customer experiences. From extraordinary customer engagement to authentic, empathetic connections, Expie Award nominees and winners raise the bar for marketers all over the world.<\/p>\r\n<p>\u201cThis year, the Expie awards acknowledge the evolution of our industry; one that transformed because of the pandemic and has since shifted in profound and permanent ways. We\u2019re honored to recognize the teams and individuals that are leading the charge for positive change. They\u2019re the best of the best. The superheroes of customer experience,\u201d shares Andrew Boni, co-founder and CEO of Iterable.<\/p>\r\n<h3>Here are the Expie winners of each category:<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-95731\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_TOY-SMB-Blog-Photo.png\" alt=\"Expie Winners 1\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Marketing Dream Team of the Year, SMB: UNiDAYS<\/h4>\r\n<p>With more than 20 million verified members in 114 markets, <a href=\"https:\/\/www.myunidays.com\/US\/en-US\" target=\"_blank\" rel=\"noopener\">UNiDAYS<\/a> is the world's largest student affinity network. Since launching in 2011, the UK-based technology company\u2019s vision has been to support, enable and inspire young people to be their best selves, by leveraging their proprietary technology to deliver personalized experiences to the Gen Z audience at scale. UNiDAYS works with 800 of the world\u2019s biggest brands, including Apple, Nike, ASOS and Microsoft, to deliver thousands of offers to tomorrow\u2019s young professional, across food, tech, beauty, fashion and travel, along with helpful tools to support almost every aspect of the student experience, from health and fitness to career-launching skills.<\/p>\r\n<p>\u201cUNiDAYS started its partnership with Iterable in 2018, with the focus on satisfying the high expectations of our hyper-informed, hyper-connected customer base\u2014students. However, our vision was never to stay still. Due to the COVID-19 pandemic, students were unable to study at their institutions and with physical shops closed, there was a real and immediate need to maintain high engagement with our audience,\u201d shares Tamara Castelli, VP of Data and Insight at UNiDAYS. \u201cWe needed to raise our game and step-change our marketing capabilities, to become more sophisticated, automated and personalised. Thanks to the strength of the Iterable platform and our open minded, passionate and dedicated team, we are able to deliver extraordinary experiences to our customers. Our business has massively expanded as a result.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95737 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_TOY-ENT-Blog-Photo.png\" alt=\"Expie Winner 2\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Marketing Dream Team of the Year, Enterprise: NBCUniversal<\/h4>\r\n<p><a href=\"https:\/\/www.nbcuniversal.com\/\" target=\"_blank\" rel=\"noopener\">NBCUniversal<\/a> is one of the world\u2019s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience.They own and operate a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.<\/p>\r\n<h4><img class=\"alignnone wp-image-95743 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Screen-Shot-2021-11-03-at-2.48.45-PM.png\" alt=\"Expie Winners 3\" width=\"1650\" height=\"862\" \/><\/h4>\r\n<h4>Most Valuable Marketer: Judy Kaufman at Oportun<\/h4>\r\n<p><a href=\"https:\/\/oportun.com\/\" target=\"_blank\" rel=\"noopener\">Oportun<\/a> is an A.I.-driven fintech company that provides hardworking people who have been left out of the financial mainstream with access to responsible and affordable loans. <br \/>\r\n<br \/>\r\nThe company's mission is to provide inclusive, affordable financial services that empower its customers to build a better future. Oportun primarily services low-and moderate-income communities and helps its customers move forward in their lives, demonstrate their creditworthiness, and help establish the credit history they need to access new opportunities. <br \/>\r\n<br \/>\r\nOportun has been certified as a Community Development Financial Institution (CDFI) since 2009, a recognition accorded by the U.S.\u202fDepartment of the Treasury in acknowledgement of Oportun\u2019s primary mission of providing credit and financial services to underserved markets and populations.\u202f <br \/>\r\n<br \/>\r\nJudy Kaufman is a Sr. Program Manager of Engagement Marketing at Oportun. She was nominated by multiple colleagues at Oportun, who shared, \u201cIn the year since joining our team, Judy has had a major impact on our automation program, leading to an increase in open rates, click rates, email volume and more. She has been instrumental to the success of our team; from building campaigns and workflows for customers across multiple channels, to building a platform almost from scratch, she\u2019s had a hand in crafting a seamless experience for all of our customers.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95749 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_MOY-Blog-Photo.png\" alt=\"Expie Winners 4\" width=\"1024\" height=\"536\" \/><\/h4>\r\n<h4>Marketing Moment of the Year: Calm<\/h4>\r\n<p><a href=\"https:\/\/calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> is a mindfulness and mental health app that offers a range of original audio content including: guided meditations, soothing sounds and Sleep Stories to help users sleep better, stress less and live a happier, healthier life.<\/p>\r\n<p>Calm went <a href=\"https:\/\/www.adweek.com\/brand-marketing\/meditation-app-calm-was-the-most-2020-brand-partner-for-cnns-election-coverage\/\" target=\"_blank\" rel=\"noopener\">viral<\/a> last year when they sponsored CNN\u2019s coverage of the 2020 election, and they haven\u2019t stopped making memorable moments that are resonating with their customers.<\/p>\r\n<p>\"At Calm, each moment we have with a customer is a chance to make a positive impact; an opportunity to build trust, and develop a long-lasting personal relationship. With Iterable, we can make sure to amplify these moments and magnify them into memories\u201d says Sue Cho, Head of Lifecycle Marketing at Calm. \u201cPartnering with Iterable, we can ensure that our brand ethos extends throughout the entire customer journey. With less time spent worrying about automation and scale, we\u2019re able to invest more in our customers.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95755 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_Switch-Blog-Photo.png\" alt=\"Expie Winners 5\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Most Inspiring Switch to Iterable: Zoopla<\/h4>\r\n<p><a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a> is one of the UK\u2019s leading property marketplaces. They are a property portal website and app who provide estate agents with advertising through their website and our affiliated partner websites. Importantly, Zoopla isn\u2019t just trying to connect customers with a place to live. Instead, they're looking to connect people with a place to call home.<\/p>\r\n<p>\u201cOur ultimate goal is to connect homeowners to their dream property. Increasing digital engagement is the key to delivering on this vision. With our legacy tech stack, however, we were stunted by manual data queries, batch data imports, and fragmented views of customer engagement,\u201d shares Kerry Finn, CRM Manager at Zoopla. \u201cBy modernizing our tech stack with Iterable, we now have a platform and a partnership that is unlocking our growth. We can now deploy the strategies we need to increase engagement, like testing and rollout. It has made CRM a genuinely much loved part of our business, with all product and technology teams now wanting to bake database remarketing and return driving activity into their plans.''<\/p>\r\n<h4><img class=\"alignnone wp-image-95761 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_Data-Blog-Photo.png\" alt=\"Expie Winner 6\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Best Use of Data: StreetEasy<\/h4>\r\n<p>You\u2019ve probably seen their ads on the subway, on bus stations or on top of taxi cabs rushing by the busy New York City street. The call to action is quite simple: Find your place. <a href=\"https:\/\/streeteasy.com\/\" target=\"_blank\" rel=\"noopener\">StreetEasy<\/a> is New York City's premiere real estate platform for renters, buyers and sellers. If you are looking for a new home in NYC or Northern New Jersey, StreetEasy puts the power of search and discovery at your fingertips.<\/p>\r\n<p>\u201cBig data can often mean big obstacles when it comes to creating cohesive, personalized experiences. That\u2019s not the case with Iterable,\u201d shares Nate Casimiro, Senior Marketing Operations Specialist at StreetEasy. \u201cWith Iterable Catalogs and Collections, we\u2019re able to populate complex calculations within communication templates, reducing the reliance on our engineering team and leveraging our data science and analytics teams instead. This has generated efficiencies that have allowed our marketing team to develop targeted, personalized emails and push notifications on significantly faster timelines. These communications are mission-critical to our team\u2019s efforts as we deliver millions of targeted messages to our users each month to help them in their journey to finding their next home.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95767 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Screen-Shot-2021-11-03-at-2.48.31-PM.png\" alt=\"Expie Winner 7\" width=\"1650\" height=\"860\" \/><\/h4>\r\n<h4>Most Cohesive Customer Experience: Imperfect Foods<\/h4>\r\n<p><a href=\"https:\/\/www.imperfectfoods.com\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a> was founded in 2015 with a mission to eliminate food waste and build a better food system for everyone. They offer imperfect (yet delicious) produce, affordable pantry items, and quality eggs, dairy, proteins, and more, delivered conveniently to their customers\u2019 doorsteps. Their customers can get the healthy, seasonal produce they want alongside the grocery staples they rely on, without having to compromise their budget or values<\/p>\r\n<p>\u201cWe have a unique business model; our customers\u2014each with different dietary preferences and sensitivities\u2014must have an Imperfect Foods subscription and set a schedule to shop. They also have the option to customize their orders on a weekly basis. Thanks to Iterable, we\u2019re able to deliver our customers individualized messaging at scale, and across multiple channels ensuring each individual receives an intensively personal and cohesive experience, \u201c shares Carlos Govantes, Senior Director of Lifecycle Marketing and Retention at Imperfect Foods. \u201cIterable is very intuitive and easy to use. We have been able to train a small team of customer care agents to deploy simple campaigns that notify customers when deliveries get canceled, changed, etc. This frees up so much time for the LCM team to focus on improving the user journey and allows our customer care team to directly connect with customers en masse.\u201d<\/p>\r\n<p><br \/>\r\nIterable received fantastic submissions for each category, and congratulates the <a href=\"https:\/\/iterable.com\/blog\/announcing-the-finalists-of-the-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">finalists<\/a> of the Expie Awards: <a href=\"https:\/\/www.aenetworks.com\/\" target=\"_blank\" rel=\"noopener\">A+E Networks<\/a>, <a href=\"https:\/\/booksy.com\/biz\/en-gb\" target=\"_blank\" rel=\"noopener\">Booksy<\/a>, <a href=\"https:\/\/www.carvana.com\/\" target=\"_blank\" rel=\"noopener\">Carvana<\/a>, <a href=\"https:\/\/www.coinbase.com\/\" target=\"_blank\" rel=\"noopener\">Coinbase<\/a>, <a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, <a href=\"https:\/\/www.getepic.com\/\" target=\"_blank\" rel=\"noopener\">Epic!<\/a>, <a href=\"https:\/\/www.fender.com\/en-US\/start\" target=\"_blank\" rel=\"noopener\">Fender<\/a>, <a href=\"https:\/\/www.goauto.ca\/\" target=\"_blank\" rel=\"noopener\">Go Auto<\/a>, <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">HoneyBook<\/a>, <a href=\"https:\/\/www.onthebeach.co.uk\/\" target=\"_blank\" rel=\"noopener\">On the Beach<\/a>, Patrick Mackie (<a href=\"https:\/\/www.maderenovation.com\/\" target=\"_blank\" rel=\"noopener\">Made Renovation<\/a>), <a href=\"https:\/\/www.priceline.com\/\" target=\"_blank\" rel=\"noopener\">Priceline<\/a>, <a href=\"https:\/\/www.redbubble.com\/\" target=\"_blank\" rel=\"noopener\">Redbubble Inc.<\/a>, Sherise Fan (<a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>), and <a href=\"https:\/\/wetransfer.com\/\" target=\"_blank\" rel=\"noopener\">WeTransfer<\/a>.<\/p>","post_title":"Announcing the Winners of the Iterable Expie Awards","post_excerpt":"Here are the winners of Iterable\u2019s 2021 Expie Awards, designed to recognize customers that use Iterable to power world-class experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-the-winners-of-the-iterable-expie-awards","to_ping":"","pinged":"","post_modified":"2021-11-09 08:45:41","post_modified_gmt":"2021-11-09 16:45:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95730","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Expie Winners\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-the-winners-of-the-iterable-expie-awards\/"},{"ID":95681,"post_author":"35","post_date":"2021-11-08 13:26:58","post_date_gmt":"2021-11-08 21:26:58","post_content":"<p>Headlines are projecting that the prospects for the upcoming holiday look bleak. But while, last year, the holiday season was altered by unprecedented circumstances\u00a0(and, of course, not-so-seasonal depression), new obstacles to the season\u2019s usual cheer have arisen: The supply chain <a href=\"https:\/\/www.nytimes.com\/2021\/10\/22\/business\/shortages-supply-chain.html\" target=\"_blank\" rel=\"noopener\">appears to be broken<\/a>.<\/p>\r\n<p>There are many reasons why the supply chain is broken. For one, <a href=\"https:\/\/www.timesfreepress.com\/news\/opinion\/freepress-commentary\/story\/2021\/nov\/01\/allen-broken-supply-chaproblem-its-also-chanc\/557135\/\" target=\"_blank\" rel=\"noopener\">COVID restrictions overseas<\/a> have slowed production and caused widespread disruptions at home (who can forget the great toilet paper panic of 2020?).\u00a0<\/p>\r\n<p>Another reason for the break in productivity? A <a href=\"https:\/\/www.washingtonpost.com\/business\/interactive\/2021\/supply-chain-issues\/\" target=\"_blank\" rel=\"noopener\">shortage<\/a> of longshoremen, truckers, and chassis. But whatever the reason, the reality is that the supply chain is stressed. It is forcing us to wait. Six months for a refrigerator, nine months for a couch. If your hopes are more niche (like for semiconductor prices to return to what they used to be) there's nothing but bad news on the horizon.<\/p>\r\n<p>But why all this discussion of doom and gloom? Because no one likes a waiting room. And consumers need a way out (here\u2019s your cue, marketers)!<\/p>\r\n<h3>The No-Wait Psychology<\/h3>\r\n<p>Picture this:<\/p>\r\n<p>You\u2019ve been waiting to buy an item for a long, long time. Luckily your lack of social life (and dutiful saving) during the pandemic made it possible to purchase this item. When you finally log-on to the intended brand\u2019s website, you are almost anxious with anticipation. You\u2019re ready. With this in mind, let's walk through two scenarios.\u00a0<\/p>\r\n<h4>Scenario 1: OOO (Out of Options)<\/h4>\r\n<p>When your mouse clicks to add the item to your virtual cart, you gasp. You can\u2019t believe your eyes: \u201cOut of Stock\u201d or \u201cJoin the Waitlist\u201d the text reads. You\u2019ve wanted this item for six months! Why didn\u2019t the brand let you know it was low in stock ahead of time? You would have definitely pushed \u201cbuy.\u201d Especially knowing that, with supply chain issues around the world, the item would likely not be in stock soon.<\/p>\r\n<p>But they didn\u2019t communicate with you.\u00a0<\/p>\r\n<h4>Scenario 2: Status Check<\/h4>\r\n<p>When you add the item to your virtual cart, you rejoice! And, because you know the reliability of your wifi, you check out. But not before you add \u201cexpedited shipping\u201d to your cart. You need this item, yesterday. After 18 months of isolation, more episodes of Bachelorette than you\u2019d care to admit, and two dog adoptions later, you deserve to treat yo\u2019 self.<\/p>\r\n<p>Now that the hard work is done, all you have to do is wait...and wait...and wait. Tick tock. Tick tock. You paid for expedited shipping, it should have arrived already. You want to check the status of your package, but you realize you haven\u2019t received so much as a shipping notification. What gives?!\u00a0<\/p>\r\n<p>Supply chain issues or not, you should have been the first one to know if there would be delivery issues. But you weren\u2019t. And now, you\u2019re not going to buy that product\u2014or shop with that brand\u2014again.<\/p>\r\n<h3>Addressing the Supply Chain Through Marketing<\/h3>\r\n<p>If you need a moment to center yourself\u2014to reel in your emotions after trekking through two painful shipping sagas\u2014please take one. Take five. We need it, too.<\/p>\r\n<p>This year, we <a href=\"https:\/\/iterable.com\/blog\/announcing-the-finalists-of-the-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">surveyed<\/a> 2,000 consumers in the U.S. and UK to find out how shoppers were feeling about the upcoming holiday season. In our survey, more than three-quarters of UK and U.S. respondents (76%) reported that they are more likely to purchase from a brand they have an emotional connection to.\u00a0<\/p>\r\n<p>We also asked consumers to think back over the last six months and label the attribute that best described their favorite promotion from brands. At the top of the list?<\/p>\r\n<ol>\r\n\t<li>Transparent and Trusting<\/li>\r\n\t<li>Empathetic and Comforting<\/li>\r\n\t<li>Straightforward and No Frills<\/li>\r\n<\/ol>\r\n<p>This moment in time\u2014when shipping woes and supply chain shortages are top of mind\u2014is a shining spotlight on how important transparent, empathetic, and straightforward communication is. We have come to expect to get what we want ASAP and when that\u2019s not the case, we want to know.\u00a0<\/p>\r\n<p>We\u2014marketers\u2014don\u2019t need to find a way to fix the supply chain. We just need to find a way to make the waiting less painful. And consumers have told us exactly what we need to do.<\/p>\r\n<h4>1. Don\u2019t Advertise What You Don\u2019t Have<\/h4>\r\n<p>Many companies have been struggling for months to get products to consumers, as they face shortages in everything from raw materials to labor to cargo containers, among other problems. Some are questioning whether it makes sense to promote products they can\u2019t adequately stock.<\/p>\r\n<p>And we couldn\u2019t agree more. But just because you don\u2019t have a product doesn't mean you can\u2019t drive engagement.<\/p>\r\n<p>Take On the Beach, a <a href=\"https:\/\/www.onthebeach.co.uk\/\" target=\"_blank\" rel=\"noopener\">travel booking company<\/a>, for example. When On The Beach realized that lockdown went from two weeks to (now) two years, the reality for the travel and bookings-based brand was a little bleak. How would a business whose entire revenue model was based on sales, survive? They switched their mindset and messaging, from bookings-based to engagement-centric. Their message to customers: \u201cwe don\u2019t think you should book a holiday right now.\u201d<\/p>\r\n<p>They prioritized building long-term loyalty and trust over short-term profit, and they are #thriving as a result.<\/p>\r\n<h4>2. Don\u2019t Wait to Communicate with Customers<\/h4>\r\n<p>\u201cHonesty is the best policy\u201d repeated everyone\u2019s parents in the 90s, when mischievous young millennials were caught in a lie. But this belabored phrase has never been more true than it is today. When we say that customers want to have emotional connections with brands, we mean they want to build relationships. And relationships are built on trust.<\/p>\r\n<p>\u201cI'd rather be very honest, very transparent,\u201d when it comes to communications, <a href=\"https:\/\/www.reutersevents.com\/supplychain\/supply-chain\/transparency-key-when-it-comes-fulfilment\" target=\"_blank\" rel=\"noopener\">shared<\/a> David Sasson, Chief Operating &amp; Financial Officer for fashion company Bonobos. \u201cAt the end of the day, what we firmly believe is that if you are transparent, if you communicate the lead time to the customer in a way that the customer can understand, the customer may not be happy about it, but he will understand if there is a delay to their shipment.\u201d<\/p>\r\n<p>This is a critical issue in an era where effective logistics is a competitive advantage and when that final delivery may be the only face-to-face interaction with the brand.<\/p>\r\n<p>What you don\u2019t want is customers coming to look for information about their order. You want to be going out to them, staying on top of the solution and communicating information as cleanly and quickly as possible.<\/p>\r\n<h4>3. It\u2019s The Delivery That Counts<\/h4>\r\n<p>As we mentioned, consumers have been extremely forthright about the tone that resonates with them. Of course, that comes with a caveat. Yes, you have an idea of how customers want to be messaged. But you don\u2019t have the full story. Not yet.<\/p>\r\n<p>You wouldn\u2019t address your mother the way you talk to your colleague, so why should brands interact with all of their customers the same way? Customers can vary significantly in their needs and desires, even in very niche categories and segments.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/\" target=\"_blank\" rel=\"noopener\">Segmenting<\/a> customers is your solution. It will help you tailor your approach to each group and create relevant messaging and experiences that land with each individual. Messaging, after all, doesn\u2019t matter if you don\u2019t land the delivery.<\/p>\r\n<h3>Don\u2019t Wait. Just Do<\/h3>\r\n<p>Computer chips. Exercise equipment. Underwear. The world has run short of a great many products. And no one really knows when these shortages and delays will resolve. Guess we\u2019ll just have to wait and see.<\/p>\r\n<p>But just because the supply chain is struggling doesn't mean your marketing has to. Take a page from the On the Beach book, and get creative with your marketing. Lean in and embrace Bonobos\u2019s chivalrous marketing model. And above all, make sure you\u2019re not treating your customers as the \u201cend of the line\u201d in your supply chain\u2019s model. Give them the attention they deserve.<\/p>\r\n<p><em>Learn more about how to best communicate with your customers during tough times by <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">scheduling a demo<\/a> with one of our experts.<\/em><\/p>","post_title":"Supply Chain Woes: Don't Wait, Communicate","post_excerpt":"Marketers don\u2019t need to find a way to fix the supply chain. We just need to find a way to make the waiting less painful through communication. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"supply-chain-woes-dont-wait-communicate","to_ping":"","pinged":"","post_modified":"2021-11-08 13:26:58","post_modified_gmt":"2021-11-08 21:26:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95681","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"November 08, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Supply Chain Holiday Shopping\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/"},{"ID":94932,"post_author":"88","post_date":"2021-11-08 05:24:51","post_date_gmt":"2021-11-08 13:24:51","post_content":"<p>Today's audience is ever-evolving, and customers want to know that the brands they love will not only meet them where they are but do so in a personalised manner. This fireside chat takes us through On the Beach\u2019s lifecycle marketing journey as they discuss how they adapted their strategy using personalisation and authenticity to increase their active user engagement by 53% in just 3 weeks following one of the most challenging climates in business history.<\/p>\r\n<p>In this session, they discuss:<\/p>\r\n<ul>\r\n\t<li>The importance of brand authenticity to building trust<\/li>\r\n\t<li>How On the Beach adopted an engagement-led approach to their cross-channel marketing in the wake of the pandemic<\/li>\r\n\t<li>Top tips for improving personalisation<\/li>\r\n<\/ul>","post_title":"How On the Beach Increased Their Active User Engagement by 53% in 3 Weeks","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-on-the-beach-increased-their-active-user-engagement-by-53-in-3-weeks","to_ping":"","pinged":"","post_modified":"2021-11-09 07:30:24","post_modified_gmt":"2021-11-09 15:30:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=94932","menu_order":18,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 08, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/how-on-the-beach-increased-their-active-user-engagement-by-53-in-3-weeks\/"},{"ID":95623,"post_author":"79","post_date":"2021-11-04 10:30:06","post_date_gmt":"2021-11-04 17:30:06","post_content":"<p>Channel-agnostic, location-based marketing is when brands use location data to create individualized, unique content for each customer. This marketing strategy takes key data points like zip code, region, language, or time zone to pinpoint where customers are located. Then, brands can send customers marketing messages that resonate with their location.<\/p>\r\n<p>When you add in channel specificity, however, location-based marketing can become even more effective. Take mobile, for example. Customers always have their phones with them\u2014<a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">over 80% of the total global population carries a smartphone<\/a>. And, because customers\u2019 locations can be tracked through smartphones, location-based mobile marketing can become an extremely effective marketing tool. Let\u2019s dig into how.<\/p>\r\n<h3>Why Use Location-Based Mobile Marketing?<\/h3>\r\n<p>It\u2019s no surprise that the secret to creating a stand-out customer experience is to <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">personalize<\/a> your marketing messages for each individual customer. Because location-based mobile marketing is based on where each user\u2019s mobile device is, it\u2019s inherently personalized. In fact, according to a <a href=\"https:\/\/www.statista.com\/statistics\/1040830\/location-based-marketing-leading-benefits-us\/\" target=\"_blank\" rel=\"noopener\">survey from Statista<\/a>, 89% of respondents said location-based marketing increased sales, 86% of respondents said it improved the size of the customer base, and 84% pointed to increased customer engagement.<\/p>\r\n<p>For example, a user in Ohio isn\u2019t going to get the same messages as a person in Florida. This is a simple, high-level segmentation that will make a customer feel like you\u2019re sending messages only to them. Take it a step further and personalize by zip code and you\u2019ve got yourself a highly personalized marketing strategy, guaranteed to make your customers feel like they're the center of every campaign.<\/p>\r\n<p>Next, we\u2019ll run through some of the different types of location-based mobile marketing that can help attract and delight your customers.<\/p>\r\n<h3>Types of Location-Based Mobile Marketing<\/h3>\r\n<p>There are a variety of types of location-based mobile marketing strategies that your brand can implement to increase personalization for each individual customer. Not only will location-specific marketing messages be more personal, but they\u2019ll resonate better with the customer, increasing the chances for conversion.<\/p>\r\n<h4>Geo-Fencing<\/h4>\r\n<p>Geo-fencing is likely what you first think of when you hear \u201clocation-based mobile marketing.\u201d Geo-fencing is when a brand sets a certain radius around specific locations\u2014like their storefront\u2014and then, when a customer enters that digitally fenced-in area, the brand can send specific marketing messages related to the central location.<\/p>\r\n<p>You know when you\u2019re going on vacation and your plane lands, your cell signal comes back, and you have a push notification specific to your location? That\u2019s geofencing. It\u2019s a large fence, sure, but it still qualifies. <a href=\"https:\/\/www.retailmenot.com\/\" target=\"_blank\" rel=\"noopener\">RetailMeNot<\/a>, a platform to find the best coupons for a variety of stores, for example, provides coupons from stores in your immediate area, keeping relevance and value top of mind for every customer.<\/p>\r\n\r\n[caption id=\"attachment_95664\" align=\"alignnone\" width=\"638\"]<img class=\"size-full wp-image-95664\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/image-4.png\" alt=\"\" width=\"638\" height=\"992\" \/> Using location to bring relevant content to the surface makes a better experience. Source: <a href=\"https:\/\/radar.io\/customers\/retailmenot\" target=\"_blank\" rel=\"noopener\">Radar<\/a>[\/caption]\r\n\r\n<p>As another example, <a href=\"https:\/\/radar.io\/\" target=\"_blank\" rel=\"noopener\">Radar<\/a>, a geofencing platform, helps bridge the gap between digital and physical by helping brands reach customers on mobile when it makes the most sense. In our <a href=\"https:\/\/iterable.com\/blog\/radar-digital-physical-geofencing\/\" target=\"_blank\" rel=\"noopener\">DBM video series<\/a>, Nick Patrick, CEO and co-founder of Radar, highlights how a great customer experience needs to be frictionless, and how geofencing can contribute to a seamless, consistent experience.<\/p>\r\n<blockquote>\r\n<p>\"Effective marketing is all about reaching the right person with the right message at the right place and time, and the smartest mobile marketing teams use location as a critical input.\" - Nick Patrick<\/p>\r\n<\/blockquote>\r\n<h4>Geo-Conquesting<\/h4>\r\n<p>Geo-conquesting is a way to use geo-fencing, but instead of using your own store as the fenced location, you can target shoppers at competitors\u2019 locations, in the hopes they\u2019ll turn on their heels and come to your store.<\/p>\r\n<p>One of the most well-known examples of geo-conquesting is Burger King\u2019s \u201c<a href=\"https:\/\/www.marketingdive.com\/news\/burger-king-trolls-mcdonalds-with-geolocation-stunt\/543658\/\" target=\"_blank\" rel=\"noopener\">Whopper Detour<\/a>.\u201d When customers were within 600 feet of a McDonald\u2019s, customers who had the Burger King app\u2014and notifications enabled\u2014would get a push notification offering a coupon for a one-cent Whopper. Cutthroat, but brilliant. This campaign proved to be a huge success by driving 1.5 million app downloads.<\/p>\r\n<h4>Beacon Marketing<\/h4>\r\n<p>This type of location-based mobile marketing taps into the built-in Bluetooth on users\u2019 phones. Beacon marketing uses physical devices\u2014beacons\u2014to communicate with nearby devices. So, for example, a store could have beacons set up to deliver information or promotions to shoppers\u2019 phones as they walk by specific displays or products.<\/p>\r\n<p>The <a href=\"https:\/\/hospitalitytech.com\/how-hotels-are-using-beacons-and-augmented-reality\" target=\"_blank\" rel=\"noopener\">hospitality industry<\/a> (pre-COVID) had started to take advantage of beacon marketing. When hotel guests walk into a Starwood Hotels &amp; Resorts location, for example, they would receive a digital room key sent directly to their mobile device via a beacon. Other hospitality brands use beacons to unlock hotel maps and answer guests\u2019 questions. Beacons save time and money, making them an incredibly efficient form of location-based mobile marketing.<\/p>\r\n<h3>Connecting Locations Across Channels<\/h3>\r\n<p>While mobile may seem like the obvious choice to reach users with location-based marketing, the focus should always be to create a seamless experience, regardless of marketing channel. Location-based marketing can be applied to capture customers\u2019 attention on their devices while they\u2019re out and about, but that doesn\u2019t mean it can\u2019t be applied to a variety of marketing channels.<\/p>\r\n<p>But, when a customer is on their phone, consider what they may be doing with it. What might they be looking for? How can your app improve their experience? Instead of flooding their home screens with vague, general messaging, be the brand that helps customers out with personal, unique, location-based mobile marketing.<\/p>\r\n<p><em>To learn more about how Iterable can help bring your location-based cross-channel marketing strategy to life, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How to Take Advantage of Location-Based Mobile Marketing","post_excerpt":"Customers\u2019 locations can be tracked through phones, making location-based mobile marketing an effective marketing tool. Let\u2019s dig into how.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-take-advantage-of-location-based-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-11-04 11:33:26","post_modified_gmt":"2021-11-04 18:33:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95623","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 04, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"location based mobile marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/"},{"ID":95639,"post_author":"79","post_date":"2021-11-03 09:34:10","post_date_gmt":"2021-11-03 16:34:10","post_content":"<p>When it comes to engagement, marketers can appreciate a good email. After all, for decades, <a href=\"https:\/\/www.forbes.com\/sites\/allbusiness\/2020\/10\/26\/email-marketing-still-the-most-powerful-tool-to-take-your-business-to-the-next-level\/?sh=4d988da634bf\" target=\"_blank\" rel=\"noopener\">email has remained the single-most powerful channel<\/a> for connecting your brand with its audience. To get the most out of your email marketing program, your team likely relies heavily on metrics\u2014like open rates and clickthrough rates\u2014to gain insight into what\u2019s working and what\u2019s not.<\/p>\r\n<p>Email open rates, the percentage of contacts who have opened a message, have long been a go-to gauge for email campaign success, often serving as a baseline for the performance of your brand\u2019s subject lines and email previews. The salt to open rate\u2019s pepper is the clickthrough rate (CTR). CTR is the number of recipients who clicked the links in your email compared to the total number of subscribers who received the email, as a percentage.<\/p>\r\n<p>These metrics are closely related\u2014it makes sense that if you have a high open rate, the chances for a high clickthrough rate increase, and vice versa. Which begs the question, when should marketers look at each of these metrics? Are there better options?<\/p>\r\n<h3>A Difference in Metrics<\/h3>\r\n<h4>Email Open Rates<\/h4>\r\n<p>There are many variables that could influence an email\u2019s open rate\u2014the day and time of sending, audience segmentation, send frequency, as well as the north star of cross-channel marketing: personalization. Plus, an email open doesn't necessarily mean that the true end goals\u2014conversion and retention\u2014are being accomplished. So, to understand the full customer journey and experience, brands need to evaluate their email messaging on more than just open rates. But, is just adding clickthrough rate enough?<\/p>\r\n<h4>Email Clickthrough Rates<\/h4>\r\n<p>Ultimately, brands want to know more than if an email was opened or not. Did the email drive traffic to your website? Did it open up conversation with your existing customers? With these questions in mind, your marketing team should include clickthrough rate as a KPI and be constantly iterating to improve this metric.<\/p>\r\n<p>For example, while text-based call-to-actions may have been the norm in the past, teams should look towards using call-to-action (CTA) buttons instead. These eye-catching, clickable images are geared towards leading consumers to your brand\u2019s site. In one test, Copyblogger, a content marketing blog, saw a <a href=\"https:\/\/copyblogger.com\/call-to-action-buttons\/\" target=\"_blank\" rel=\"noopener\">45% increase in clicks<\/a> when using button CTAs. When it comes to evaluating your campaign success, both of these metrics should be included in your marketing toolbox. You may, however, be limiting yourself if your analytics begin and end with just these two data points.<\/p>\r\n<p>The technology landscape is ever-changing, however. It\u2019s important to define how your team measures success and start collecting benchmarks now. With constant privacy and data updates on the horizon, you\u2019ll need to be aware of how your data may change over time and rethink how your team utilizes it.<\/p>\r\n<h3>Apple iOS 15 Update<\/h3>\r\n<p>Earlier this summer, Apple announced new objectives for its fall <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15 update<\/a>. And, while most of the new improvements have been met with optimism, a specific set of updates have raised some eyebrows\u2014especially those of the email marketer.<\/p>\r\n<p>Under iOS 15, Apple users are given the option to disable open tracking, hide their IP addresses, and even withhold their email addresses. With this, email marketers have begun to ask questions regarding one of their biggest benchmarks for success: what about our open rates?<\/p>\r\n<h4>How the New Features Impact Metrics<\/h4>\r\n<p>Due to the nature of the update, not all of your users\u2014and the resulting data from them\u2014will be impacted. That said, users of the <a href=\"https:\/\/www.sparkpost.com\/blog\/impact-of-ios-15-update-on-open-tracking\/\" target=\"_blank\" rel=\"noopener\">Apple Mail app will be more impacted<\/a> than those on other mail applications. If a user has a Gmail address but uses Apple Mail to view their messages, it could impact opens. Opens are generated by the reporting of tracking pixels\u2013invisible images that are embedded within an email. However, with the new <a href=\"https:\/\/support.apple.com\/guide\/iphone\/use-mail-privacy-protection-iphf084865c7\/ios\" target=\"_blank\" rel=\"noopener\">Mail Privacy Protection<\/a> feature, these embedded images can be beat by pre-loading their script data upon receiving your email, as opposed to when first viewing them.<\/p>\r\n<p>To complicate things further, the new <a href=\"https:\/\/support.apple.com\/en-us\/HT210425\" target=\"_blank\" rel=\"noopener\">Hide My Email<\/a> option lets users readily create randomized email addresses, allowing easy access to your online content without having to receive further engagement. The feature will only be applicable to emails in Apple Mail, but that still makes up <a href=\"https:\/\/blogs.gartner.com\/matt-moorut\/what-ios-15-privacy-controls-and-the-loss-of-open-rates-mean-for-email-marketers\/\" target=\"_blank\" rel=\"noopener\">46% of all emails<\/a> opened across both desktop and mobile, a significant uptick to those shielded from your important open-rate insights.<\/p>\r\n<p>If we refer back to the previous iOS 14.5 and its app tracking update, <a href=\"https:\/\/www.techspot.com\/news\/89600-96-users-not-enabling-app-tracking-ios-145.html#:~:text=According%20to%20early%20sampling%20of,app%20tracking%20in%20iOS%2014.5.&amp;text=You%20can%20disable%20in%2Dapp,Apps%20to%20Request%20to%20Track.%22\" target=\"_blank\" rel=\"noopener\">96% of users opted to leave tracking disabled<\/a>. Experts are expecting a similar adoption rate for iOS 15. This is especially relevant today as Apple holds nearly <a href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-infographic\/\" target=\"_blank\" rel=\"noopener\">58% of the email client market share<\/a>, with a whopping nine out of ten mobile emails all happening on Apple devices.<\/p>\r\n<p>Open rates aren\u2019t dead, of course, but these changes should be considered when evaluating your email performance and metrics moving forward. To adapt to these new changes, however, teams should be using this time to figure out what messaging is and isn\u2019t working when it comes to getting your audience to open your emails.<\/p>\r\n<h4>What You Can Do Now<\/h4>\r\n<p>For those unsure how to adapt to these new changes, fear not! Here\u2019s a quick look at what your team can do to prepare for the new wave of cyber circumvention.<\/p>\r\n<ul>\r\n\t<li>Rethink your CTAs with email personalization\u2014get creative and leverage image-based CTAs and participatory clickthrough\u2019s such as surveys and gifting.<\/li>\r\n\t<li>Leverage your <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-A-B-experiments-overview-\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a> in new ways by placing an emphasis on other metrics, such as the aforementioned CTR.<\/li>\r\n\t<li>Push for more segmentation in your outreach and get more personalized with your messaging.<\/li>\r\n\t<li>Review your subscribers ahead of time to identify who is using Apple Mail.<\/li>\r\n\t<li>Fine-tune your marketing automation to move away from open rates as email trigger points.<\/li>\r\n\t<li>Share how your metrics may change with the broader team, to make sure everyone is privy to the potential impact.<\/li>\r\n\t<li>Incorporate progressive profiling to leverage clicks as a way to build customer profiles.<\/li>\r\n\t<li>Consider other channels (SMS, push, etc.) for outreach<\/li>\r\n<\/ul>\r\n<p>As with anything else in the changing marketing landscape, your team should aim to be adaptable and flexible. By thinking about how to tackle these problems before they arrive, you\u2019ll find yourself on track to continue growing your engagement, and even improve upon it, by diversifying your messaging.<\/p>\r\n<h3>Open to Change<\/h3>\r\n<p>All in all, both open and clickthrough rates are not dead, but with a considerable amount of users falling into a bucket where open rates aren\u2019t as accurate as they once were, the way marketers approach open and clickthrough rates must adapt.<\/p>\r\n<p>You don\u2019t have to ignore open rates for email, but rethink the way they fit into your strategies. Maybe open and clickthrough rates for your <a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\">mobile channels<\/a> are a more accurate engagement identifier. The goal has always been to see engagement at the individual level to personalize the experience. With these changes and further updates to privacy regulations, creativity in messaging and data interpretation are growing in importance. Take the time now to hone in on what is resonating with your audience. Your future selves will be better off as a result.<\/p>\r\n<p><em>To learn more about building a cross-channel marketing strategy,<a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blogCTA&amp;utm_medium=blog&amp;utm_campaign=WhyDesktopUXMatters072021\" target=\"_blank\" rel=\"noopener\"> schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Rethinking Email Open Rates and Clickthrough Rates","post_excerpt":"When should marketers look at email open rates and clickthrough rates? How does Apple's iOS update impact these? Are there better options? ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"rethinking-email-open-rates-and-clickthrough-rates","to_ping":"","pinged":"","post_modified":"2021-11-03 17:30:03","post_modified_gmt":"2021-11-04 00:30:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95639","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 03, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Location Based Mobile Marketing\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/rethinking-email-open-rates-and-clickthrough-rates\/"},{"ID":95601,"post_author":"79","post_date":"2021-11-02 12:54:04","post_date_gmt":"2021-11-02 19:54:04","post_content":"<p>How has the retail market changed since COVID began? You tell us. We drafted this introduction in July 2020:<\/p>\r\n<p>\u201cDiscretionary spending has fallen\u2014the result of mass unemployment, wage decreases, the realities of living under shelter-in-place orders, and general uncertainty about the future. Money right now is precious. And the \u201ccareful\u201d consumer is getting pickier with where they shop. They\u2019re more discerning than ever before. The reason? Supply. While consumers have a pessimistic and uncertain view of the economic outlook, there are more businesses than ever before offering relatively similar products at relatively similar prices. And by now, many have shifted to digital-first marketing, buying up rented ad space and messaging online shoppers in bulk.\u201d<\/p>\r\n<p>In the 16 months or so since we first looked at the above draft, a lot has evolved. Think: consumer expectations, marketing budgets, and shopping preferences, to name a few. C\u2019mon, even the virus has evolved (Delta Variant, anyone)? But we think it's just as interesting\u2014and educational\u2014to look at what hasn\u2019t changed all that much. What consumer predilections have stood the test of time? 16 months, four vaccine brands, and an American presidential election later, what trend has stood strong?<\/p>\r\n<p>Shopping locally. And it's not going away anytime soon.<\/p>\r\n<h3>Small Business is #Trending<\/h3>\r\n<p>At Iterable, we do our best to keep our customers\u2014brands and businesses creating their own customer experiences\u2014informed. In the lead-up to the lucrative holiday shopping season, we take this mission very seriously.<\/p>\r\n<p>This year, <a href=\"https:\/\/iterable.com\/blog\/2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk\/\" target=\"_blank\" rel=\"noopener\">we surveyed 1,500 consumers across the U.S. and UK<\/a> to find out how they planned to go about holiday shopping this season. We found that \u201cconsumers are ditching the large-scale shopping centers in favor of browsing at local shops, spending their cash at the village boutique and spreading the word about independent brands.\u201d<\/p>\r\n<p>Small businesses are seeing the benefits of big consumer dollars spent this holiday shopping season. But, why? Let's dig in.<\/p>\r\n<h4>Mission-Driven Holiday Shopping<\/h4>\r\n<p>Consumers are likely gravitating towards local markets because of a new trend taking over consumer psychology: <a href=\"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/\" target=\"_blank\" rel=\"noopener\">values<\/a>. In an assessment of consumer psychology, we found that 87% of consumers said they\u2019re more receptive to a brand\u2019s messages if they know the company\u2019s beliefs and values.<\/p>\r\n<p>As to why this resonates so well in consumer psychology, respondents said knowing a brand\u2019s beliefs and values:<\/p>\r\n<ul>\r\n\t<li>Makes them feel more trust toward the brand (62%)<\/li>\r\n\t<li>Helps them better know the brand\u2019s authentic identity (44%)<\/li>\r\n\t<li>Builds belief in the brand\u2019s purpose (34%)<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/www.verishop.com\/\" target=\"_blank\" rel=\"noopener\">Verishop<\/a>, an online shopping platform, for example, helps people discover independent brands through advanced technology tools such as <a href=\"https:\/\/www.retaildive.com\/news\/verishop-introduces-livestream-shopping\/601811\/\" target=\"_blank\" rel=\"noopener\">Livestream Shopping<\/a>, <a href=\"https:\/\/help.verishop.com\/article\/wul3jvnnob-verishop-shop-party\" target=\"_blank\" rel=\"noopener\">Shop Party,<\/a> a shoppable content feed, and an amazing creator community. Since launching in 2019, Verishop works with a variety of mission-driven brands with ethical and environmentally-friendly practices.The Responsible Shop allows shoppers to filter products via \u201cShop By Cause,\u201d which includes clean beauty, conscious, cruelty-free, fair trade, organic, philanthropic, responsible, sustainable, upcycled, and vegan products.<\/p>\r\n<blockquote>\r\n<p><strong>\u201c<i data-stringify-type=\"italic\">Consumers are becoming much more thoughtful about their purchasing power and are really showing an interest in brands that are responsible and ethically driven. There are more and more brands now that are standing for sustainability and being responsible with their production and manufacturing. It is very exciting to help our customers discover these brands and in turn help these brands increase their business. I\u2019m very confident that we will continue to see the desire to shop responsibly grow!\u201d <\/i><\/strong><\/p>\r\n<p>-Holly McGill, Associate Director, Partnerships at Verishop<\/p>\r\n<\/blockquote>\r\n<p>With the <a href=\"https:\/\/ukcop26.org\/\" target=\"_blank\" rel=\"noopener\">COP26 climate summit<\/a> in full swing, the market is ready for companies to show their commitment to ethics and sustainability. Our advice? Embrace the \u201clocal\u201d mindset. Maintain messaging that is community-driven when you market to online consumers as they go global.\u00a0 But climate and emotional connection aren\u2019t the only items on consumer wish lists, on-time delivery is as well.<\/p>\r\n<h4>Supply Chain? NP for the SMB<\/h4>\r\n<p>The modern supply chain was a thing of wonder, delivering material from around the world to companies and customers, seemingly in mere days or even hours.<\/p>\r\n<p>Until it didn\u2019t. Specifically, this year.<\/p>\r\n<p>As consumers, we\u2019ve all experienced some recent issues relating to the supply chain\u2014either the lack of available product, higher costs, or both. As shortages of supplies and labor continue to plague businesses and retailers across the country, many small- and medium-sized businesses (SMBs) are pushing an age-old message: come shop with us. SMBs this year seem to be promoting themselves not as one option among many larger ones, but as perhaps the only option as supply chain issues worsen.<\/p>\r\n<p><a href=\"https:\/\/www.etsy.com\/\" target=\"_blank\" rel=\"noopener\">Etsy<\/a> CEO, Josh Silverman, wrote in a blog post earlier this week that his company also sees opportunity in supply chain issues, since many of the sellers on its marketplaces \u201care businesses of one and don\u2019t rely on just-in-time supply chains.\u201d<\/p>\r\n<p>It will take time for supply and demand to settle back into more predictable patterns. But that doesn\u2019t mean businesses should wait to take action. We are in the business of relationship building, after-all. And the two most important elements of a successful relationship? Communication and trust.<\/p>\r\n<p>Brands should be proactive with setting expectations with consumers now, not later. Big, or small, communication matters. If you let customers know what to expect with shipping, stock, and supply now, you\u2019ll set customers up for success, and build the foundation for a positive customer experience.<\/p>\r\n<h4>Creating a Better Holiday Shopping Customer Experience<\/h4>\r\n<p>If Facebook were a country, it would be the world\u2019s most populous nation. 69 of the world\u2019s top 100 global entities are corporations. Walmart has 2.3 million employees in 27 countries. That's more than any state\u2019s armed forces or any healthcare provider. With these massive corporations, local touchpoints and intimacy have been rapidly disappearing. But for every trend, there is a counter trend. And so with this rise in apathy and generic marketing swings back localization. Consumers have become protective of their community, their data, and the signifiers of what is local, especially when it comes to discretionary spending.<\/p>\r\n<p>When given a choice between a local store and a major chain, you know what you\u2019re going to experience with each. With the chain, you\u2019ll have the convenience of knowing you will find your product at an affordable cost. But what is lacking in these engagements is personality. And it's that personal connection, where a memory is attributed to a brand, that matters to today\u2019s consumer!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Customer experience<\/a> has now become the key brand differentiator, edging out both price and product in building customer loyalty. And COVID-19 has only intensified the need for agile and nuanced marketing. The pandemic has shown that brands need to replace sales, click-throughs, and new customer acquisition with customer trust, retention, and loyalty.<\/p>\r\n<h3>Think Small to Sell Big<\/h3>\r\n<p>The relationship between a brand and a customer is often a fragile one. Make one mistake, upset the customer, and they\u2019ll remember that bad interaction. Some will hold onto that grudge with longevity, never again to return to that brand. Still others will use their social prowess to share about their experience with others.\u00a0<\/p>\r\n<p>But if you treat your customers well while they're holiday shopping, they will trust your brand, feel encouraged to return, and, in many cases, share their praise with friends and family.\u00a0<\/p>\r\n<p><em>To learn how Iterable can help you scale and automate your marketing efforts to create a personalized experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\">schedule a demo<\/a>.<\/em><\/p>","post_title":"Holiday Shopping Success: Think Local to Sell Global","post_excerpt":"Small businesses are seeing the benefits of big consumer dollars spent this holiday shopping season. But, why? Let's dig in.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"holiday-shopping-success-think-local-to-sell-global","to_ping":"","pinged":"","post_modified":"2021-11-02 12:54:04","post_modified_gmt":"2021-11-02 19:54:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95601","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 02, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":255,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Holiday Shopping: Shop Local\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/holiday-shopping-success-think-local-to-sell-global\/"},{"ID":95555,"post_author":"88","post_date":"2021-11-01 16:04:02","post_date_gmt":"2021-11-01 23:04:02","post_content":"<p>Let\u2019s talk workflows. Workflows are designed to guide your customers through different milestones of their lifecycle \u2013 from the initial touchpoint, to learning more about your products or services, to becoming loyal customers and fans.<\/p>\r\n<p>In this webinar, we break down the three most-essential campaign workflows that every marketing team should have.<\/p>\r\n<p><strong>You'll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Illustrative and inspirational examples of Welcome\/Onboarding, Abandonment, and Conversion campaign workflows<\/li>\r\n\t<li>Best practices and sage advice for crafting workflows that best fit your unique customer base<\/li>\r\n\t<li>Steps you can take to solidify and enhance the workflows you currently have in flight<\/li>\r\n<\/ul>\r\n<p><em><br \/>\r\nExample Workflows: <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Campaign-Workflows-1.pdf\">Download PDF &gt;<\/a><\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"The 3 Must-Have Campaign Workflows for Every Marketing Team","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-3-must-have-campaign-workflows-for-every-marketing-team-us","to_ping":"","pinged":"","post_modified":"2021-11-18 10:55:47","post_modified_gmt":"2021-11-18 18:55:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=95555","menu_order":17,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 01, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":63,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/the-3-must-have-campaign-workflows-for-every-marketing-team-us\/"},{"ID":95563,"post_author":"35","post_date":"2021-11-01 11:53:23","post_date_gmt":"2021-11-01 18:53:23","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we took a look at the cross-section of ecommerce, digital marketing, and technology and how these three interact to create sustainable customer experiences now and for the future. Chatting with Chip Moloney, Head of Digital Marketing at The Maze Group, <a href=\"http:\/\/www.themazegroup.com\" target=\"_blank\" rel=\"noopener\">an ecommerce strategy, design, and development agency<\/a>, we looked at the different ways brands today are approaching technology upgrades and how ROI plays a new role in marketing after regulation changes.<\/p>\r\n<h3>Meet Chip From The Maze Group<\/h3>\r\n<p>The expedited digital transformation pushed many to start looking for new technology solutions to fill current and future gaps. An aspect of technology selection that often gets pushed aside is the human aspect. Multiple providers may say they can do x, y, and z, but any savings\u2014or lack thereof\u2014in time and effort that falls to your team is the real differentiator. In a time when upgrading and migrations are happening at a blistering pace, experts like Chip are issuing words of warning to not ignore the human element before making the switch.<\/p>\r\n<p>With so many changes in the last few years, it's important to take a step back and get a bird's eye view on where the marketing landscape has settled. Give it a watch or listen to learn more from Chip right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/WYMkS0JghcU[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"Watch and Listen: The Maze Group Talks Technology, Retention, ROI","post_excerpt":"Chatting with the Head of Digital Marketing at The Maze Group, we looked at the ways brands today are approaching technology migrations.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-maze-group-talks-technology-retention-roi","to_ping":"","pinged":"","post_modified":"2021-11-01 11:53:23","post_modified_gmt":"2021-11-01 18:53:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95563","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"November 01, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Maze Group DBM\" loading=\"lazy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-maze-group-talks-technology-retention-roi\/"},{"ID":95530,"post_author":"79","post_date":"2021-10-28 10:09:58","post_date_gmt":"2021-10-28 17:09:58","post_content":"<p>Earlier this month, we announced <a href=\"https:\/\/iterable.com\/blog\/snowflake-and-iterable-partner-for-data-sharing-integration\/\" target=\"_blank\" r