[{"ID":86210,"post_author":"70","post_date":"2021-07-26 10:09:59","post_date_gmt":"2021-07-26 17:09:59","post_content":"<p class=\"p1\">We\u2019re thrilled to share that Iterable\u2019s Brand Affinity\u2122 was named a Product of the Year in the 2021 <a href=\"https:\/\/www.bintelligence.com\/sales-and-marketing-technology-awards\"><span class=\"s1\">Sales and Marketing Technology Awards<\/span><\/a> program, also known as The Sammys. Brand Affinity was recognized in the category \"Innovation Technology for User Experience Optimization,\" which recognizes programs that allow marketers to take action on their analytics to make their marketing campaigns more efficient and create actionable results.\u00a0<\/p>\r\n<p class=\"p1\">With sales and marketing technologies now making up more than 20% of an organization's marketing budget, the Sammys honor the technologies, services, organizations, and products helping solve the challenges organizations have connecting and collaborating with prospects and customers. Iterable's Brand Affinity does just that.\u00a0<\/p>\r\n<h3 class=\"p1\"><b>The Evolution of Customer Expectations<\/b><\/h3>\r\n<p class=\"p1\">As we soar past the year-mark of the pandemic, we can now pause and reflect on the ups and downs of business over the last year. There have been some clear \u201cpandemic winners\u201d\u2014think Amazon, Zoom, Netflix\u2014but many more struggled.\u00a0<\/p>\r\n<p>We\u2019ve learned in this time how consumer attitudes and expectations have changed. Social and cultural values matter more. Consumers are seeking emotional connections with brands\u2014ones that have an enduring impact. And we've learned how important it is to be comfortable with change, willing and able to shift gears when necessary.<\/p>\r\n<p class=\"p1\">Brands that are able to convey genuine human connections and empathy across their digital messaging will be the ones who retain customers, gain new ones and turn them all into brand advocates.\u00a0<\/p>\r\n<h3 class=\"p1\"><b>Brand Affinity\u2122: Innovation and Iterable AI\u00a0<\/b><\/h3>\r\n<p class=\"p1\">To help <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">drive marketing success<\/a> in this post-pandemic marketing future, where customers want to shop with brands that invest in relationship-building, we focused on developing a solution that would help brands understand how customers feel about their business, in real-time, across channels, to inform smarter strategies at the individual level.<\/p>\r\n\r\n[caption id=\"attachment_86232\" align=\"alignnone\" width=\"1584\"]<img class=\"wp-image-86232 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Segmentation_Dynamic_List.gif\" alt=\"How segmentation works with Brand Affinity\" width=\"1584\" height=\"818\" \/> Marketers can leverage affinity labels natively in Iterable to easily create affinity-based segments and highly-targeted cross-channel campaigns.[\/caption]\r\n\r\n<p class=\"p1\">Brand Affinity, launched in December 2020, brings the <a href=\"https:\/\/www.youtube.com\/watch?time_continue=1&amp;v=R48cyBxz5gY&amp;feature=emb_logo\" target=\"_blank\" rel=\"noopener\">power of sentiment<\/a> to marketing campaigns, making emotional connection exponentially easier. Using advanced AI, Iterable\u2019s Brand Affinity uses behavioral data to <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">automatically calculates a score<\/a>\u2014such as positive, neutral, or negative\u2014based on a customer\u2019s recent interactions with a brand. With this understanding of a customer's sentiment, brands can more intelligently communicate with their audience at a personal level to create meaningful, relevant campaigns tailored to each user's experience with the brand.\u00a0<\/p>\r\n<p class=\"p1\">Using Brand Affinity, marketers can maximize retention with loyal customers, nurture customers through lifecycle stages, and mitigate churn\u00a0 whenever possible.<\/p>\r\n<p class=\"p1\">When it comes to product innovation, Iterable\u2019s answer is simple: prioritize people. To reach the heightened expectations of customers, marketers must enrich the relationships between consumers and their brands and empower positive experiences.<\/p>\r\n<p class=\"p1\"><em>If you would like to learn more about Brand Affinity or any of Iterable\u2019s AI products visit <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\"><span class=\"s2\">iterable.com\/ai<\/span><\/a> for more information or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blogCTA&amp;utm_medium=blog&amp;utm_campaign=BrandAffinityProductoftheYear\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/em><\/p>","post_title":"Brand Affinity\u2122 Named a Product of the Year by The Sammys","post_excerpt":"Iterable\u2019s Brand Affinity\u2122 was named a Product of the Year in the 2021 Sales and Marketing Technology Awards program (The Sammys).","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-affinity-product-of-the-year-sales-and-marketing-technology-awards","to_ping":"","pinged":"","post_modified":"2021-07-26 10:35:25","post_modified_gmt":"2021-07-26 17:35:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86210","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"July 26, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":4,"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\/07\/072621_SAMMY-Award_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable\u2019s Brand Affinity\u2122 Named Product of the Year by the Sales and Marketing Technology Awards\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072621_SAMMY-Award_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072621_SAMMY-Award_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072621_SAMMY-Award_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brand-affinity-product-of-the-year-sales-and-marketing-technology-awards\/"},{"ID":85784,"post_author":"74","post_date":"2021-07-22 04:39:19","post_date_gmt":"2021-07-22 11:39:19","post_content":"<p>Today's customers want to see more than their names in the emails they receive from your brand. In fact, they insist on it \u2013 and will ignore your emails or worse, if they don't see themselves in your messages.<\/p>\r\n<p>A personalisation plan requires a lot of moving parts to come together to create messages that break through inbox clutter and connect with your customers no matter where they are on their journey with your brand.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to get your Data Ducks in a Row<\/li>\r\n\t<li>A\/B Testing your Automations<\/li>\r\n\t<li>Aesop Personalisation strategies<\/li>\r\n<\/ul>","post_title":"Individualisation: 3 steps towards a winning customer experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"individualisation-3-steps-towards-a-winning-customer-experience","to_ping":"","pinged":"","post_modified":"2021-07-23 09:04:10","post_modified_gmt":"2021-07-23 16:04:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=85784","menu_order":1,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"July 22, 2021","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":3,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/individualisation-3-steps-towards-a-winning-customer-experience\/"},{"ID":86146,"post_author":"35","post_date":"2021-07-21 09:42:37","post_date_gmt":"2021-07-21 16:42:37","post_content":"<p><em>If you've been around our content recently, you might have noticed a theme of <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>In our latest installment, hear from Sara Yamamoto and Elle Monah, CRM Marketing Managers at Policygenius, an <a href=\"https:\/\/www.policygenius.com\/\" target=\"_blank\" rel=\"noopener\">online insurance marketplace<\/a>, about how Policygenius personalizes the customer journey to find the right insurance plans for each customer.\u00a0<\/p>\r\n<h3>Meet Sara and Elle From Policygenius<\/h3>\r\n<p>Insurance can be a complicated matter, especially in the U.S. Each plan\u2014whether it's life insurance, auto, home, renters, what have you\u2014comes with a variety of tiny details that change the breadth of the plan. And each of these details can alter a person's life...and bank account. In my chat with Sara and Elle, they walked me through how Policygenius simplifies the complexity of insurance to ensure every customer is getting the right information to make an informed decision.\u00a0<\/p>\r\n<p>With an industry like insurance, the potential for repeat purchases is limited, too, so we also chatted about how Policygenius utilizes educational material and a personalized experience to keep customers engaged between buying cycles.\u00a0<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/NOB0RCPolNk[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How Policygenius Makes Insurance Shopping Easy","post_excerpt":"Hear from two Policygenius CRM Marketing Managers about how the company personalizes the customer journey to find the right insurance plan.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-policygenius-makes-insurance-shopping-easy","to_ping":"","pinged":"","post_modified":"2021-07-21 09:42:37","post_modified_gmt":"2021-07-21 16:42:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86146","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"July 21, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":16,"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\/07\/ITE_DBM-Video-Series_06_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Policygenius\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_06_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_06_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_06_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-policygenius-makes-insurance-shopping-easy\/"},{"ID":86038,"post_author":"79","post_date":"2021-07-20 09:01:05","post_date_gmt":"2021-07-20 16:01:05","post_content":"<p>To create a successful website, brands need to realize the connection between user experience (UX) and the customer experience (CX). Before we explore that connection, however, it\u2019s crucial to understand the differences between the two.<\/p>\r\n<p>As explained in <a href=\"https:\/\/www.the-future-of-commerce.com\/2020\/01\/20\/ux-vs-ui-vs-cx\/\" target=\"_blank\" rel=\"noopener\">The Future of Customer Engagement and Experience<\/a>, \u201cUX is the experience a user has with a brand during a journey across a single channel.\u201d The single channel distinction is important here. Essentially, UX is a building block but the CX is the whole building.<\/p>\r\n<p>For example, there may be a UX specific to desktop, but if the user bounces from desktop to mobile, there\u2019s likely a different mobile UX. Added friction or inconsistency between the two channels could negatively impact the CX as a whole, even though each standalone UX is perfectly acceptable.<\/p>\r\n<p>To begin our exploration into how the UX of each individual channel impacts the whole customer experience, we\u2019ll start with the desktop UX.<\/p>\r\n<h3>The Draw of a Desktop Site<\/h3>\r\n<p>Contrary to what <a href=\"https:\/\/www.forbes.com\/sites\/markrogowsky\/2013\/04\/11\/the-death-of-the-pc-has-not-been-exaggerated\/?sh=70c0a15a6ebf\" target=\"_blank\" rel=\"noopener\">some might believe<\/a>, desktop isn\u2019t dead.<\/p>\r\n<p>While the idea of sitting at a computer versus pulling one out of your pocket may shock some, there is still a place in the world for desktop computers. In fact, many <a href=\"https:\/\/www.nngroup.com\/articles\/large-devices-important-tasks\/\" target=\"_blank\" rel=\"noopener\">users prefer desktop computers<\/a> when it comes to completing \u201cimportant\u201d tasks. The Nielsen Norman Group concluded that users prefer desktop experiences to execute more complex tasks, which often overlap with those deemed \u201cimportant.\u201d Think: taxes, for example.<\/p>\r\n<p>One theory, they explained, is that desktops, with larger screens, provide more context. To fully understand the task at hand, the user doesn\u2019t have to search, scroll, and click as much as they may have to on mobile. This lessens the user's <a href=\"https:\/\/www.nngroup.com\/articles\/minimize-cognitive-load\/\" target=\"_blank\" rel=\"noopener\">cognitive load<\/a> and improves their overall experience.<\/p>\r\n<p>However, just because users prefer desktops for important, complex tasks, doesn\u2019t mean they\u2019ll prefer your desktop site. Your UX has to instill confidence in the user, especially because desktop is preferred for high-priority tasks.<\/p>\r\n<h3>Instilling Confidence Through Your Desktop UX<\/h3>\r\n<p>According to <a href=\"https:\/\/www.sweor.com\/firstimpressions\" target=\"_blank\" rel=\"noopener\">Sweor.com<\/a>, \u201cIt takes about 50 milliseconds (that\u2019s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they\u2019ll stay or leave.\u201d<\/p>\r\n<p>For users to get to your site and stay there, the UX has to be <a href=\"https:\/\/usabilitygeek.com\/building-user-confidence-user-experience-design\/\" target=\"_blank\" rel=\"noopener\">intuitive<\/a> and frictionless. Upon their first glance of your site, users should know exactly where to click to complete the task they set out to do. After all, people use computers for their ease and efficiency. If your site isn\u2019t making the experience easier, someone else\u2019s site will.<\/p>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, for example, a site used to find a new home, has an incredibly clear, concise homepage. The user\u2019s eye is immediately drawn to the search bar where they can type in a specific address, neighborhood, city, or ZIP code.<\/p>\r\n\r\n[caption id=\"attachment_86039\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-86039 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Zillow-Desktop-UX.png\" alt=\" Desktop UX for CX\" width=\"1600\" height=\"1023\" \/> <em>There is a clear first step on this site. Even the copy \u201cChange starts here\u201d guides the user to start their house hunting.<\/em>[\/caption]\r\n\r\n<p>This is likely the first step users would take when looking for a new home. This shows that <a href=\"https:\/\/iterable.com\/customers\/zillow-4\" target=\"_blank\" rel=\"noopener\">Zillow understands their customers<\/a> and the <a href=\"https:\/\/www.spinxdigital.com\/blog\/top-10-website-designs-2020\/#zillow\" target=\"_blank\" rel=\"noopener\">simplistic design and clarity<\/a> helps instill confidence in the users.<\/p>\r\n<h3>Marketing Channels as an Extension of the Desktop<\/h3>\r\n<p>The desktop site needs to be aligned with your brand style guide, be clear and concise, and instill confidence in the user, but it doesn\u2019t exist in a vacuum. Visiting your desktop site isn\u2019t a one-and-done experience for the user. It\u2019s likely they\u2019ll bounce around on various channels, including returning to your site on multiple occasions.<\/p>\r\n<p>The same UX principles you use when designing your desktop site can be carried through to your other marketing channels to create a consistent customer experience. Google has the perfect example depicting how the desktop site is a building block to fortify the entire customer experience.<\/p>\r\n\r\n[caption id=\"attachment_86090\" align=\"alignnone\" width=\"660\"]<img class=\"size-full wp-image-86090\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072021_Desktop-UX-Matters-for-CX_Google-Screenshots.png\" alt=\"Google Nest Example\" width=\"660\" height=\"1020\" \/> <em>Google allows the customer to buy the new Nest Hub directly from the email, mimicking the functionality of the website. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/the-new-nest-hub-has-arrived\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In this example, users can purchase the Nest Hub directly from the email, which mimics the design and product selection process of the website. If a user goes to the email and then the website, or vice versa, they\u2019re experiencing brand and UX consistency, contributing to a seamless customer experience.<\/p>\r\n<h3>Desktop UX is One Part of the Bigger Picture<\/h3>\r\n<p>While you may not prioritize your desktop site, especially if your users aren\u2019t completing complex tasks, your desktop is part of your customer experience. Even if a customer visits your mobile site or app 99.9% of the time and only visits your desktop .1% of the time, you need to ensure your desktop site is an extension of your brand.<\/p>\r\n<p>A desktop site is only one piece of the customer experience. Each channels\u2019 UX contributes to establishing a good experience. Understanding how and where your users are interacting with your brand across multiple channels can help you build a holistic customer experience.<\/p>\r\n<p><em>To learn how to efficiently and effectively reach your customers through multiple channels, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blogCTA&amp;utm_medium=blog&amp;utm_campaign=WhyDesktopUXMatters072021\" target=\"_blank\" rel=\"noopener\">request an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Why Desktop UX Matters for Building a Better CX","post_excerpt":"To begin our exploration into how the UX of each individual channel impacts the whole customer experience, we\u2019ll start with the desktop UX.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-desktop-ux-matters-for-building-a-better-cx","to_ping":"","pinged":"","post_modified":"2021-07-20 09:29:20","post_modified_gmt":"2021-07-20 16:29:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86038","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 20, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"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\/07\/072021_Desktop-UX-Matters-for-CX_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Desktop UX Matters for CX\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072021_Desktop-UX-Matters-for-CX_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072021_Desktop-UX-Matters-for-CX_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072021_Desktop-UX-Matters-for-CX_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-desktop-ux-matters-for-building-a-better-cx\/"},{"ID":85783,"post_author":"47","post_date":"2021-07-19 09:00:04","post_date_gmt":"2021-07-19 16:00:04","post_content":"<p>Digital transformation is the buzz phrase of the decade. But few know how to do it, and even fewer have measurable financial results.<br \/>\r\n<br \/>\r\nSwan Sit was the Global Head of Digital Marketing at Nike, Est\u00e9e Lauder, Revlon, and Elizabeth Arden. She will take us through a case study of when digital transformation works, leading a global cosmetic company through a turnaround that resulted in acquisition, and the steps and components needed to execute a transformation journey. She will also take us through recent trends and changes that continually affect our digital transformation roadmaps, like data, privacy and platforms.<br \/>\r\n<br \/>\r\nMarketing is fundamentally about people. But only when we understand the channels and platforms that reach our consumers, can we meet them where they are. Consumers are already there \u2013 it\u2019s time for the companies to catch up.<\/p>","post_title":"Learn to Lead a Digital Transformation from a Master Marketer Who\u2019s Done It Before","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"digital-transformation-learn-how-to-from-a-master-marketer","to_ping":"","pinged":"","post_modified":"2021-07-21 13:59:48","post_modified_gmt":"2021-07-21 20:59:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=85783","menu_order":2,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"July 19, 2021","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":3,"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\/2021\/07\/ITE_Digital-Transformation-How-To_768x512-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Learn to Lead a Digital Transformation from a Master Marketer Who\u2019s Done It Before\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_Digital-Transformation-How-To_768x512-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_Digital-Transformation-How-To_768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_Digital-Transformation-How-To_768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/digital-transformation-learn-how-to-from-a-master-marketer\/"},{"ID":85923,"post_author":"35","post_date":"2021-07-15 12:57:45","post_date_gmt":"2021-07-15 19:57:45","post_content":"<p>When was the last time you bought a pair of shoes? Buying behaviors have shifted since storefronts closed for over a year and people\u2019s activities adjusted. Even before the pandemic, consumers began prioritizing comfortable footwear, <a href=\"https:\/\/themoodpalette.com\/5-trends-prove-new-age-fashion-all-about-comfort\/\" target=\"_blank\" rel=\"noopener\">following similar apparel trends<\/a>. This preference evolution coupled with changes to buying behaviors has presented new challenges for brands.\u00a0<\/p>\r\n<p>Developing successful email campaigns has become even more complex as the pandemic continues to shift buying trends. COVID has created an ever-changing environment that requires brands to adapt messaging and strategy to stay relevant constantly.\u00a0<\/p>\r\n<p>The pandemic created an even more significant challenge for footwear brands. With fewer people leaving their homes for work and other gatherings, selling footwear became a difficult task. This changing dynamic requires even more innovative tactics to retain customers: empathy and the ability to adapt need to be at the heart of all messaging and design strategies.<\/p>\r\n<p>How can marketers plan with this new complexity?<br \/>\r\n\u00a0<br \/>\r\nLet's dive into curated list of email trends for the footwear industry that can help you craft your email strategy.\u00a0<\/p>\r\n<h3>Footwear Email Trends to Watch For<\/h3>\r\n<h4>1. Impactful Messaging<\/h4>\r\n<p>With the social justice movements gaining traction, consumers are demanding more accountability and actions from brands. It\u2019s important to meet the expectations of your customers in an <a href=\"https:\/\/iterable.com\/blog\/post-pandemic-marketing\/\" target=\"_blank\" rel=\"noopener\">authentic way<\/a>. In the last year, many companies have been called out for performative activism. Consumers recognize when a brand attaches themselves to a cause for social capital and not to create positive change, which is why it\u2019s important to stay authentic.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85924\" align=\"alignnone\" width=\"570\"]<img class=\"size-full wp-image-85924\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-11.29.24-AM.png\" alt=\"Impactful Messaging in Footwear\" width=\"570\" height=\"1261\" \/> A quick message breaking up the normal drumbeat can make a huge impact. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/our-latest-slip-on-is-here-just-in-time-for-social-distancing\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>[\/caption]\r\n\r\n<p>This email from <a href=\"https:\/\/nisolo.com\/\" target=\"_blank\" rel=\"noopener\">Nisolo<\/a>, a Nashville company focused on ethically made shoes and accessories, has a neutral background that draws attention to the copy. It smoothly transitions from a wellness check-in to highlight a versatile product suited for WFH or venturing out. Empathetic messaging like this helps to build community virtually when showrooms are closed.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85930\" align=\"alignnone\" width=\"599\"]<img class=\"size-full wp-image-85930\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-11.32.47-AM.png\" alt=\"Community Building Brooks\" width=\"599\" height=\"1762\" \/> Combining thematic design with your messaging can help build a sense of community. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/run-your-rainbow\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.brooksrunning.com\/\" target=\"_blank\" rel=\"noopener\">Brooks<\/a> is well known for building a community of runners. We\u2019ve all seen <a href=\"https:\/\/iterable.com\/blog\/beyond-the-rainbow-showing-your-true-colors-as-a-pride-ally\/\" target=\"_blank\" rel=\"noopener\">companies highlight Pride<\/a>, but this Brooks message takes action to support the LGBTQIA community by sharing their efforts to support the community. The playful rainbow wraps this supportive message to make you feel like you\u2019re a part of the community.\u00a0<\/p>\r\n<p>As you look to craft impactful messaging that\u2019s authentic to your brand, think about how your brand interacts with your customers and the community.\u00a0<\/p>\r\n<h4>2. Sustainability<\/h4>\r\n<p>In continuation of the themes of action and accountability, <a href=\"https:\/\/iterable.com\/blog\/earth-day-marketing\/\" target=\"_blank\" rel=\"noopener\">environmental awareness<\/a> is another critical topic to consumers. An increasing number of companies are releasing sustainability reports as consumers want more transparency into supply chains.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85936\" align=\"alignnone\" width=\"667\"]<img class=\"size-full wp-image-85936\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-11.38.01-AM.png\" alt=\"Sustainability Collaboration\" width=\"667\" height=\"859\" \/> Brands often forget they don't have to go it alone. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/39953b05-347a-b614-9f97-5c4183308bb7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>[\/caption]\r\n\r\n<p>The <a href=\"https:\/\/www.adidas.com\/us\" target=\"_blank\" rel=\"noopener\">Adidas<\/a> and <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener\">Allbirds<\/a> collaboration combines an iconic global brand and a sustainable shoe company to create a performance shoe with a low carbon footprint. This proof-of-concept email teases interest in this low-carbon creation. Customers have shown loyalty to brands they believe align with their values, like sustainability. The blooming flowers featured in rocky steps symbolize the new growth of this concept.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85942\" align=\"alignnone\" width=\"651\"]<img class=\"size-full wp-image-85942\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-11.40.54-AM.png\" alt=\"Sustainability in Footwear\" width=\"651\" height=\"1622\" \/> Consumers like sharing values with brands. Call out your values when appropriate to make a connection. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/ad404028-3ad9-4067-3717-e30008d90828\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>[\/caption]\r\n\r\n<p><a href=\"https:\/\/cariuma.com\/\" target=\"_blank\" rel=\"noopener\">Cariuma<\/a>, a Brazilian sustainable shoe brand, focuses on conscious community and eco-friendly organizations. The rainforest image coupled with a clean white background emphasizes this company\u2019s dedication to sustainability and a clean future. The crisp white and bright green colors highlight the carbon-neutral shipping option shown at the bottom of the email without taking away from the message.\u00a0<\/p>\r\n<p>Sustainability isn\u2019t a one-size-fits-all, consider what sustainable efforts and messaging align with your customers\u2019 needs.<\/p>\r\n<h4>3. Plant Accents<\/h4>\r\n<p>As consumers\u2019 preferences move to natural products, so does the marketing messaging and design around them. Even in the footwear industry, more companies have emerged that focus on using natural or recycled materials. This shift has integrated what people associate as organic, resulting in plant accents appearing more often in messaging.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85948\" align=\"alignnone\" width=\"642\"]<img class=\"size-full wp-image-85948\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-11.44.12-AM.png\" alt=\"Plantccents\" width=\"642\" height=\"1341\" \/> Put your shoes in the context of where they might be worn. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/ecffde35-247f-7a02-5efa-1108eaaa864f\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.sanuk.com\/\" target=\"_blank\" rel=\"noopener\">Sanuk<\/a> is a footwear company that encourages people to get outdoors and take care of the environment. The bright colors of this design make it feel like a fun jump into spring while embodying the brand\u2019s values. The bright green images tie into their focus on good vibes and the love of the beach.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85954\" align=\"alignnone\" width=\"625\"]<img class=\"size-full wp-image-85954\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-11.47.44-AM.png\" alt=\"Plant Shadows\" width=\"625\" height=\"1649\" \/> Design can be subtle and just as effective in evoking a sentiment. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/e79b311a-8844-5023-c58c-22229f394419\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.roots.com\/us\/en\/homepage\" target=\"_blank\" rel=\"noopener\">Roots<\/a>, a premium Canadian outdoor brand, takes its camp roots seriously. Founded by two camp buddies, it embodies that spirit in its messaging by using natural imagery that ties into the concept of quality leather and an eco-friendly footprint. Playing with the shadows of plants keeps the organic feel of the company while maintaining focus on the leather shoes.\u00a0<\/p>\r\n<p>Using plant accents\u2014and their shadows\u2014in your design can help amplify the perceived quality of your brand.\u00a0<\/p>\r\n<h4>4. Soft backgrounds<\/h4>\r\n<p>Soft backgrounds have been rising in frequency for their natural and organic feel. They also make reading longer copy much more manageable. These backgrounds convey a sense of calm and safety, another reason they\u2019ve gained popularity.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85960\" align=\"alignnone\" width=\"802\"]<img class=\"size-full wp-image-85960\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-12.04.51-PM.png\" alt=\"Soft background\" width=\"802\" height=\"1126\" \/> A fun gif never hurts either. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/76bb9b2d-c277-e7f1-98a2-e782141bcf1d\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>[\/caption]\r\n\r\n<p>Allbirds' muted backgrounds provide a natural feel to an email while providing more interest to the reader than a plain white background. Allbirds\u2019 order confirmation email keeps the fun spirit of the company with the playful lamb pun. At the same time, the light background makes it easy to scan important order information that the recipient needs.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_85966\" align=\"alignnone\" width=\"618\"]<img class=\"size-full wp-image-85966\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-14-at-12.07.13-PM.png\" alt=\"Muted Backgrounds\" width=\"618\" height=\"1336\" \/> Extending beyond the confines of the content block adds dimension and depth to your products. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/f3ee7f3f-e8da-951a-ba2e-f9328dfa31bb\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>[\/caption]\r\n\r\n<p>Subscription-based shoe retailer <a href=\"https:\/\/www.justfab.com\/\" target=\"_blank\" rel=\"noopener\">JustFab<\/a> likes to keep its messaging light and playful. The muted background color of the email draws the recipient\u2019s eye to the shoes. They also keep it lively by adding a bit of animation and a pop of color later in the email. The neutral background keeps the focus on the sandals while maintaining an overall clean layout.<\/p>\r\n<p>Use these muted tones when focusing on messaging or driving attention to a single product so the audience can easily find what they need.<\/p>\r\n<h3>Focusing on Your Audience<\/h3>\r\n<p>As you craft your email messaging, consider what key messages resonate with your audience and how you can use your design to amplify this. Are they focused on sustainability? Do they value transparency? Whichever styles you use, focus on your audience\u2019s needs first.\u00a0<\/p>\r\n<p><em>Curious about the different ways you can incorporate design in your email marketing? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a>.<\/em><\/p>","post_title":"4 Compelling Footwear Email Trends to Try this Year","post_excerpt":"Let's dive into curated list of email trends for the footwear industry that can help you craft your email strategy.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-compelling-footwear-email-trends-to-try-this-year","to_ping":"","pinged":"","post_modified":"2021-07-15 12:57:45","post_modified_gmt":"2021-07-15 19:57:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85923","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 15, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"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\/07\/071521_Footwear-Design-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"4 Compelling Footwear Email Trends to Try this Year\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/071521_Footwear-Design-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/071521_Footwear-Design-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/071521_Footwear-Design-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-compelling-footwear-email-trends-to-try-this-year\/"},{"ID":85819,"post_author":"79","post_date":"2021-07-13 09:09:22","post_date_gmt":"2021-07-13 16:09:22","post_content":"<p>Scrolling through your notifications or your inbox, you\u2019ll likely see some familiar emojis. Whether it accompanies a \u201cTime is Running Out \ud83d\udd50\u201d subject line or a \u201c\ud83c\udf89 It\u2019s the weekend!\u201d push notification, marketing emojis are prevalent in the messages we all receive.<\/p>\r\n<p>Do they really work though? What\u2019s the draw for marketers to include emojis in their messages? Let\u2019s explore why marketing emojis are popping up in our inboxes and if there is any data to support using them or if they\u2019re just for fun.<\/p>\r\n<h3>Text Alone Can Be Misinterpreted<\/h3>\r\n<p>Who remembers the OG emojis, emoticons? \ud83d\ude4b\u200d\u2640\ufe0f Combinations of punctuation and letters were used to convey a feeling\u2014an emotion. Adding \u201c:)\u201d or \u201c:P\u201d to the end of the text added value beyond the written words.<\/p>\r\n<p>As texting emerged as a popular way to communicate, it became clear that intent of the message may be lost in translation, depending on how the recipient read the text. Consequently, images were added to confirm the emotion behind the text. With the introduction of emoticons, as <a href=\"https:\/\/www.wired.com\/story\/guide-emoji\/\" target=\"_blank\" rel=\"noopener\">Wired<\/a> puts it, \u201cYou could convey sarcasm by tacking on ;-) at the end of your message, or share your ambivalence with the \u00af_(\u30c4)_\/\u00af face.\u201d<\/p>\r\n<p>Text without this confirmation of intent can be easily misinterpreted. As <a href=\"https:\/\/www.entrepreneur.com\/article\/346802\" target=\"_blank\" rel=\"noopener\">Entrepreneur.com<\/a> points out, \u201cpeople think others understand their messages 90 percent of the time, but the actual statistic is only 50 percent.\u201d<\/p>\r\n<p>Adding emojis to a message can not only solidify the intent behind the text, it can break down barriers.<\/p>\r\n<h3>Emojis Are a Universal Language<\/h3>\r\n<p>Another appeal of using images instead of text is that they\u2019re understood cross-culturally. Emotions are understood regardless of the language people speak. When someone smiles, you know they\u2019re happy. Emojis provide similar context clues to text on a global scale. Even if the accompanying text isn\u2019t understood by all, a \u201c\ud83d\ude00\u201d at the end will inform the reader that this is a happy, kind message.<\/p>\r\n<p>In reality, symbols are used in everyday life to communicate guidelines and rules, regardless of where you are. An example that comes to mind is traffic signs. Red hexagons mean \u201cstop,\u201d green lights mean \u201cgo\u201d and red circles with a line through the middle mean \u201cdon\u2019t.\u201d Like these widely accepted traffic signs, emojis are quickly becoming global symbols.<\/p>\r\n<p>While emojis can clarify messages and are understood across the globe, should they really be used in marketing messages?<\/p>\r\n<h3>Using Marketing Emojis<\/h3>\r\n<p>Emojis are used in daily, casual conversations, sure, but should they be used in marketing? Because emojis, as a whole, are generally seen as fun and playful, it\u2019s critical that brands grasp when it may or may not be appropriate to use them. A law firm, for example, may not want to include \u201c\ud83d\udd7a\u201d in their emails to clients, but an amusement park can go nuts with \u201c\ud83c\udfa2\u201d or \u201c\ud83e\udd2a.\u201d<\/p>\r\n<p>Brands that inherently have a lighter tone and offer playful products can incorporate marketing emojis into their messaging to perpetuate their identity as a fun-loving brand. As long as the use of emojis aligns with your brand\u2019s values and personality, they can enhance your marketing messaging.<\/p>\r\n<p>One way to explore whether or not emojis are resonating with your audiences is to test. A\/B testing will give you a sense of what\u2019s working and what\u2019s not. Either between different emojis or simply between using and not using emojis in subject lines or social posts. \u201c<a href=\"https:\/\/www.entrepreneur.com\/article\/289704\" target=\"_blank\" rel=\"noopener\">Every audience is different<\/a>, so dive into all available data to see how your audience responds to their use.\u201d<\/p>\r\n<p>With the ability to collect data and build profiles on individual customers, you can appeal to their emotions on a personal level.<\/p>\r\n<h3>Emojis Work in Conversational Marketing<\/h3>\r\n<p>Marketing has evolved from talking to consumers to talking with consumers. Rather than using marketing jargon, brands should aim to speak directly with individual customers, like they\u2019re having a friendly conversation. Just as you would with friends, while adopting this more laid-back style of communication, your brand can use emojis with your customers.<\/p>\r\n<p>Talking with customers as friends can reach them on an emotional level versus just flooding them with promotions and offers and hoping something sticks. Building a deep connection with customers leads to a strong relationship. A better relationship can then increase customer lifetime value.<\/p>\r\n<p>Not only does emotion build relationships, it plays into the shopping experience. According to <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener\">Psychology Today<\/a>, \u201cfunctional magnetic resonance imaging (fMRI) shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences), rather than information (brand attributes, features, and facts).\u201d<\/p>\r\n<h3>Emotions Solidify Connections &amp; Decisions<\/h3>\r\n<p>A study in the <a href=\"https:\/\/dergipark.org.tr\/en\/download\/article-file\/237249\" target=\"_blank\" rel=\"noopener\">International Journal of Social Sciences and Education Research<\/a> stated, \u201cthe most important features of emojis are that they can reflect emotions and pass those emotions to the other side. If visual content is often thought to leave a greater emotional impact than words, the benefits of adding emoji to campaign messages can be understood.\u201d<\/p>\r\n<p>If you can use emojis to evoke emotions that are aligned with what you want your customers to feel when they think of your brand, go for it.<\/p>\r\n<p><em>To see how you can use customer data collection to create personalized experiences for your customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> today.<\/em><\/p>","post_title":"Marketing Emojis: \ud83d\udc4e or \ud83d\udc4d?","post_excerpt":"Let\u2019s explore why marketing emojis are popping up in our inboxes and if there is any data to support using them or if they\u2019re just for fun.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-emojis-%f0%9f%91%8e-or-%f0%9f%91%8d","to_ping":"","pinged":"","post_modified":"2021-07-13 09:09:22","post_modified_gmt":"2021-07-13 16:09:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85819","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 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":148,"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\/07\/071321_Marketing-Emojis_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing Emojis Blog\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/071321_Marketing-Emojis_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/071321_Marketing-Emojis_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/071321_Marketing-Emojis_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-emojis-%f0%9f%91%8e-or-%f0%9f%91%8d\/"},{"ID":85798,"post_author":"79","post_date":"2021-07-12 13:34:17","post_date_gmt":"2021-07-12 20:34:17","post_content":"<p>As of late we\u2019re seeing more and more brands undergo digital transformations. Particularly, we\u2019re seeing a shift in priorities as <a href=\"https:\/\/iterable.com\/webinars\/care-com-tech-stack-powers-smarter-campaigns\/\" target=\"_blank\" rel=\"noopener\">modern, integrated martech stacks<\/a> are becoming more valuable for brands. Partially as a result of the pandemic, brands are increasingly adopting new digital channels to be able to easily reach their customers with unique, personalized messages.<\/p>\r\n<p>Not every brand had to make the switch to digital, though. There are brands that are digitally native, meaning they were conceived in the digital world and have always been present on digital platforms. Often called \u201cdigitally-native brands\u201d (DNBs) these brands <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2019\/07\/30\/digital-native-brands-how-they-start-and-why\/?sh=7c39df8f4949\" target=\"_blank\" rel=\"noopener\">begin with an integrated tech stack<\/a>, allowing them to deliver a personalized, efficient customer experience from day one.<\/p>\r\n<p>But what about the brands that did have to adapt\u2014the non-DNBs? How do they incorporate digital channels into their marketing strategy?<\/p>\r\n<h3>Digital Transformation Tips for Non-DNBs<\/h3>\r\n<h4>1. Check All Digital Channels<\/h4>\r\n<p>To create a fully unified customer experience, brands need to consider where and how their customers will be interacting with them. If you have channels created, make sure they are optimized to reduce friction in the user experience.<\/p>\r\n<p>As an example, through customer feedback, <a href=\"https:\/\/www.jerseymikes.com\/\" target=\"_blank\" rel=\"noopener\">Jersey Mike\u2019s<\/a>, a sub sandwich brand born in 1956, learned that they needed to streamline their online ordering experience. After digging into the data, they noticed a lot of orders were coming from the mobile site but not through their mobile app.<\/p>\r\n<p>The beauty of mobile apps is that they live right on a user\u2019s home screen and give the user quick access to their account and all\u2014or most\u2014of what a brand has to offer. In contrast, a mobile site is less convenient, often more cumbersome to use and may add friction to the user lifecycle if the user isn\u2019t recognized by the mobile site.<\/p>\r\n<p>Once you establish a new channel, it\u2019s crucial to maintain it. Customers will find and try to engage with your brand via your existing channels and you need to be sure their experience is optimized on each one.<\/p>\r\n<h4>2. Assemble the Right Tools<\/h4>\r\n<p>Once your brand decides on the channels to focus on, you\u2019ll need the right tools in place to ensure you can optimize data collection through these channels. A customer experience is only as good as the data you can draw from it. Otherwise, how will you know what works and doesn\u2019t work?<\/p>\r\n<p>The <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">integration<\/a> of <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>, <a href=\"https:\/\/segment.com\/\" target=\"_blank\" rel=\"noopener\">Segment<\/a>, and <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a> gave Jersey Mike\u2019s the ability to test, edit, retest, and deploy messages across multiple channels, based on individual customer data. In the process, each of these tools plays a distinct role in Jersey Mike\u2019s overall marketing strategy.<\/p>\r\n<p>To create a consistent, integrated customer experience not only on the mobile app, but across all digital channels, brands should invest in updating their tech stack to avoid data silos and fragmented customer journeys.<\/p>\r\n<h4>3. Get Personal<\/h4>\r\n<p>Once you have your channels selected and your martech tools integrated, it\u2019s time to get personal. The data that your brand collects through these various channels is highly valuable. But, it\u2019s how you use the data that will set you apart.<\/p>\r\n<p>Jersey Mike\u2019s, for example, had the goal of re-engaging their loyalty program customers. With the modern tech stack in place, they could easily segment which customers were part of the loyalty program but hadn\u2019t made an in-app purchase in the past three months. A \u201cWe Miss You\u201d email was sent to these customers to \u201cnudge\u201d them to make a purchase through the app.<\/p>\r\n<p>With this integration and sharing of data, marketing messages are built specifically for certain users. A modernized tech stack that allows for consolidated, segmented data gives brands like Jersey Mike\u2019s the ability to bring their in-store <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a> to digital channels.<\/p>\r\n<h4>4. Stay True to Your Roots<\/h4>\r\n<p>For non-DNBs, don\u2019t forget about the elements of brick and mortar locations that made your brand what it is today. Adapting new technology and creating a cross-channel experience does not exclude pre-existing channels. Physical stores created the brand you have now, so embrace the qualities they bring to the customer experience.<\/p>\r\n<p>There are aspects of a brick and mortar store that Jersey Mike\u2019s wanted to ensure remained after they adopted the use of digital channels. For example, the franchise owners and crew members know customers by name. Their goal was to keep that same level of personalization intact with the addition of digital channels.<\/p>\r\n<h3>Non-DNBs Can Benefit from a Digital Transformation<\/h3>\r\n<p>While traditionally brick and mortar brands may be wary of adapting new technologies, it\u2019s important to remember that physical and digital channels are not mutually exclusive. In fact, because consumers often use multiple channels, including in-store shopping, when making a purchase decision, taking advantage of your full breadth of channels will create a holistic customer experience.<\/p>\r\n<p>Undergoing a digital transformation gives non-DNBs the ability to deliver the right messages at the right time on the right platform, matching their levels of in-store and digital personalization.<\/p>\r\n<p><em>To see how Kelly and her team were able to improve the Jersey Mike\u2019s customer experience with Iterable, Segment, and Amplitude, <a href=\"https:\/\/iterable.com\/webinars\/jersey-mikes-hungry-for-transformation\/\" target=\"_blank\" rel=\"noopener\">check out the webinar<\/a>.<\/em><\/p>","post_title":"Brick and Mortar Gone Modern: Jersey Mike\u2019s In-App CX","post_excerpt":"How do non-digitally native brands, like Jersey Mike's, incorporate digital channels into their marketing strategy?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brick-and-mortar-gone-modern-jersey-mikes-in-app-cx","to_ping":"","pinged":"","post_modified":"2021-07-12 13:34:17","post_modified_gmt":"2021-07-12 20:34:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85798","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 12, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"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\/07\/061021_Jersey-Mikes-Webinar-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Jersey Mike&#039;s Digital Transformation\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/061021_Jersey-Mikes-Webinar-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/061021_Jersey-Mikes-Webinar-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/061021_Jersey-Mikes-Webinar-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brick-and-mortar-gone-modern-jersey-mikes-in-app-cx\/"},{"ID":85713,"post_author":"79","post_date":"2021-07-08 13:22:45","post_date_gmt":"2021-07-08 20:22:45","post_content":"<p>Personalization is no longer optional. Customers won\u2019t be pleasantly surprised to find their name in a subject line, they expect it plus so much more. Now it\u2019s becoming critical for brands to be able to capture detailed information\u2014the right information\u2014about customers in order to fuel their personalization efforts.<\/p>\r\n<p>There are certain elements that brands need to identify before diving head-first into individualized marketing efforts. When embarking on your personalization journey you need to make sure you have the right message and determine the correct channel(s) to deliver that message for each person.<\/p>\r\n<p>If any of these elements are missing in your personalization plan, your efforts will all be for naught. Say, for example, you have the right customer, you know their likes, dislikes, etc. You also know what kind of messages they like to receive. But, you send the perfectly crafted message to them on a platform where they historically haven\u2019t engaged with your brand and the message goes unseen. What a waste!<\/p>\r\n<p>To help you avoid these personalization snafus, we\u2019ll dive into the three keys of personalization. For even more detail, <a href=\"https:\/\/iterable.com\/webinars\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">check out the webinar<\/a> with even more real-life examples.<\/p>\r\n<h3>Finding the Right Person<\/h3>\r\n<p>Finding the right person is all about how your brand should go about finding the right customer to target. Through <a href=\"https:\/\/www.mparticle.com\/blog\/first-party-data-zero-party-data-drive-ltv-growth\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a> collection, you can get information about the customer either from the customer themselves or pulled from the customer\u2019s direct online experiences.<\/p>\r\n<p>Once you have your customers\u2019 individual information and preferences (think: location, age, clothing size, etc.) you can start to segment your customers into groups. Maybe you segment by location, maybe by age. This segmentation may seem like the antithesis of personalization, but because the grouping is based on specific data points collected from each customer, there is still that ever-present level of customization. Plus, you can segment your audience down to each individual customer. It all depends on how you segment.<\/p>\r\n<p>Lastly, you need to consider your customers\u2019 privacy. Privacy draws the line between \u201cAwesome, you know me!\u201d and \u201cHow did you know that about me?\u201d Crossing the boundary of data collection and being creepy instead of helpful will deteriorate your customers\u2019 ability to trust your brand. So, before you send a message, think about it from the customers\u2019 points-of-view. Not all data you collect needs to be utilized in the messages you send.<\/p>\r\n<h3>Establishing the Right Message<\/h3>\r\n<p>Now that you have data (and the ability to collect more) about your customer, it\u2019s time to send them a marketing message. But, how can you be the most impactful? The right message goes beyond putting your customers\u2019 names in the copy (although that helps). It\u2019s about being aware of where the customer is on their buying journey and how you can best help them at each step.<\/p>\r\n<p>One example is an email that Apple sent to customers who purchased a new Macbook Air. Customers purchased the item and would then get an email about setting up time with a specialist post-purchase. This seems fairly standard. What Apple did, however, was take it to the next level. They were able to incorporate shipping and delivery data into their messaging workflow. So, twenty minutes after the computers were delivered, Apple sent an email to the customer walking them through their purchase.<\/p>\r\n<p>Apple found the right person\u2014someone who purchased a Macbook Air\u2014and then sent the right message. In this case, the right message is the most helpful message. Apple considered how long it took for someone to open their new computer and timed the email to coincide with when the customer may be searching the web for set-up information. This is how you send the right message.<\/p>\r\n<p>Sending an email was also brilliant because the customer was likely searching for information, either on their phone or an older computer. The email met the customer where they already were.<\/p>\r\n<h3>Determining the Right Time &amp; Channel<\/h3>\r\n<p>The last element in personalization is the when and where. When will you reach out to your customer and where will you reach out? Selecting the right time and channel is important because it establishes your brand as a trustworthy resource for the customer. You want to be where the customer needs you, when they need you.<\/p>\r\n<p>In our previous example, Apple not only had the right channel, they had the right time. They knew when customers would need the set-up information and where they would look for it. Adding this element to your personalization efforts is the icing on the cake. Sure, Apple could have sent the email the next day, but by then the customer would have already scoured the web for tutorials and solved their problems on their own.<\/p>\r\n<p>You may be wondering how you can determine a customer\u2019s channel and time preferences. Pay attention to their engagement behavior. If your data is consolidated in your cross-channel platform, it becomes infinitely easier to identify behavior trends across channels.<\/p>\r\n<p>Or, ask them! Asking your customers for their preferences and abiding by their selections not only shows the customer you're listening, but puts them in control.<\/p>\r\n<h3>Personalization Requires Building a Relationship<\/h3>\r\n<p>With the availability of data and access to customers as individuals, personalization is really about building a relationship. Any good relationship requires attentive listening and establishing trust. To do that with your customers you need to ensure you're collecting the right data, using that data to send helpful, not creepy messages and sending those messages when and where the customer prefers.<\/p>\r\n<p><em>To hear more examples and dive a bit deeper into each of the three keys of personalization, <a href=\"https:\/\/iterable.com\/webinars\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-85726\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_Personalization-For-Dummies_Sigstr.png\" alt=\"Download the personalization for dummies e-book\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"3 Keys to Unlocking Personalization","post_excerpt":"Brands should aim to unlock these three keys of personalization to create the most holistic customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-keys-to-unlocking-personalization","to_ping":"","pinged":"","post_modified":"2021-07-08 13:22:45","post_modified_gmt":"2021-07-08 20:22:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85713","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 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":148,"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\/07\/070821_3-Keys-to-Unlocking-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"3 Keys to Unlocking Personalization\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/070821_3-Keys-to-Unlocking-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/070821_3-Keys-to-Unlocking-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/070821_3-Keys-to-Unlocking-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-keys-to-unlocking-personalization\/"},{"ID":85633,"post_author":"79","post_date":"2021-07-08 09:14:03","post_date_gmt":"2021-07-08 16:14:03","post_content":"<p>Scroll through the promotions in your inbox. Go ahead, we\u2019ll wait.\u00a0<\/p>\r\n<p>What\u2019s clear from the number of marketing emails we get daily is that consumers today are inundated with options. This goes beyond the sheer number of emails, too.\u00a0<\/p>\r\n<p>Look at a single marketing email from a clothing retailer. It could feature three shirts, each in five different colors. There could be multiple prices and coupons offered for a wide array of products. And that\u2019s all within the same brand! Zoom out further and you\u2019re looking at a never-ending list of clothing brands to choose from.\u00a0<\/p>\r\n<p>The age-old question, however, is whether or not too many options is a good thing from a customer experience perspective. The answer? It depends. Customer intent plays a large role in determining whether more or fewer options leads to a purchase.<\/p>\r\n<h3>I Don\u2019t Think You\u2019re Ready for this... Jam Study<\/h3>\r\n<p>What does having too many choices do to a customer\u2019s ability to make a decision? A famous experiment, known as <a href=\"https:\/\/faculty.washington.edu\/jdb\/345\/345%20Articles\/Iyengar%20%26%20Lepper%20(2000).pdf\" target=\"_blank\" rel=\"noopener\">the Jam Study<\/a>, was conducted in 2000 by Columbia University\u2019s Sheena Iyengar and Stanford University\u2019s Mark Lepper. In this experiment, customers in a grocery store either saw a table of 24 jams or a table of 6 jams. The goal was to understand how a wide or limited selection impacted the purchase outcome.\u00a0<\/p>\r\n<p>As it turns out, while 60% of customers stopped at the table with the wide selection, only 3% of these customers actually purchased. In contrast, while 40% of customers stopped at the table with the limited selection, 30% of those customers made a purchase.\u00a0<\/p>\r\n<p>Iyengar and Lepper were able to draw the conclusion that less is actually more. Consumers would rather have fewer options when debating a purchase decision. But does this still ring true 21 years later? How does the number of choices offered today impact the customer experience?<\/p>\r\n<h3>A New Spin on the Jam Study<\/h3>\r\n<p>More recently, <a href=\"https:\/\/www.gsb.stanford.edu\/faculty-research\/publications\/positive-effect-assortment-size-purchase-likelihood-moderating\" target=\"_blank\" rel=\"noopener\">a new study<\/a> has emerged from Stanford University. In 2016, Stanford Professor Itamar Simonson challenged the idea that too many options is a bad thing. Simonson looked into the customer\u2019s mindset as they went into the decision-making process.\u00a0<\/p>\r\n<p>Simonson, along with Leilei Gao, Associate Professor at the Chinese University of Hong Kong, looked into two ways the customer could be thinking going into their shopping experience. The first is whether or not the customer was going to buy anything and, second, which product they were going to buy. The key to how a customer would purchase when faced with options was in which of these two decisions came first.\u00a0\u00a0<\/p>\r\n<p>According to Simonson, \u201cIf your first decision is about whether you want to buy, then having more options is conducive to buying. But if your first decision is on which specific product to select, then having a big assortment can make it more difficult to identify the best option.\u201d<\/p>\r\n<p>Let\u2019s look at a real life application: picture yourself in a grocery store. You\u2019re hungry but you\u2019re not sure what you want to eat (we\u2019ve all been there). As you wander the aisles you\u2019ll likely find something that you\u2019re in the mood for and end up buying it. On the other hand, however, if you go to the store knowing that you want a bag of chips and the chip aisle continues for miles, you may get exhausted with the options, realize you\u2019re wasting time trying to choose a brand and leave without making a purchase.<\/p>\r\n<h3>How Can this Help Marketers?<\/h3>\r\n<p>This new study validates the notion that understanding your customers\u2019 intentions is crucial when delivering marketing messages. If your customer is unsure about purchasing, offer a lot of options to demonstrate the variety of products you carry. If your customer has been looking for something specific, offer them a small amount of options in that category, to help them make a decision.<\/p>\r\n<h4>Give Your Customer What They Want<\/h4>\r\n<p>\u201cThis is all fine and dandy,\u201d you\u2019re thinking, \u201cbut how do I know what my customer wants?\u201d That\u2019s where you have to get creative. If you don\u2019t know your customers on a granular, individual level, you\u2019re missing the mark. Customers know you have access to data and from that, expect tailored messaging that will assist them in making a purchase decision, not just a flood of generic offers. The trick is understanding how to interpret the data you collect to inform your marketing efforts.\u00a0<\/p>\r\n<p>Let\u2019s look at another example: this time, you\u2019re an apparel retailer. Through <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralized data<\/a> management, you notice that there is a customer who has been adding sneakers to their cart via both the mobile app and the desktop site. They haven\u2019t purchased a pair yet, but it\u2019s clear that they\u2019re making a decision on which brand to buy. To help guide them, a <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">triggered<\/a> abandoned cart email could be sent that has information on what to look for when buying the right sneaker. The email could also have two or three recommendations, based on what the customer has in their cart. Fewer options, in this case, benefits the customer.<\/p>\r\n<h3>Customer Experience is Not Always About Gadgets and Gizmos Aplenty<\/h3>\r\n<p>This research by no means dictates that customers who know what they want will always prefer less options and customers who aren\u2019t sure what they\u2019re going to buy always want every option under the sun. These findings should be treated as guides, not rules, because each shopper needs to be treated as an individual.\u00a0\u00a0<\/p>\r\n<p>Herein lies the beauty of today\u2019s marketing technology capabilities. With data you can actually get to know each customer individually to test how they prefer to receive marketing messages. Having the right martech stack to collect customer data is the first step. What that data tells you about how each of your customers shops is where the personalization happens.\u00a0<\/p>\r\n<p><em>To learn more about how you can improve your customer experience, modernize your martech stack and stay ahead of the digital transformation curve, take our <a href=\"https:\/\/iterable.com\/digital-transformation-assessment\/\" target=\"_blank\" rel=\"noopener\">digital transformation assessment<\/a>.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"How Choice Influences the Customer Experience","post_excerpt":"The age-old question is whether or not too many options is a good thing, from a customer experience perspective. The answer? It depends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-choice-influences-the-customer-experience","to_ping":"","pinged":"","post_modified":"2021-07-08 09:14:03","post_modified_gmt":"2021-07-08 16:14:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85633","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 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":148,"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\/07\/070121_Art-of-Choosing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"choice and the customer experience\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/070121_Art-of-Choosing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/070121_Art-of-Choosing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/070121_Art-of-Choosing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-choice-influences-the-customer-experience\/"},{"ID":85636,"post_author":"35","post_date":"2021-07-07 11:01:35","post_date_gmt":"2021-07-07 18:01:35","post_content":"<p><em>If you've been around our content recently, you might have noticed a theme of <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>In our latest installment, hear from Sheena Shiravi, VP of Marketing, at Eaze, a <a href=\"https:\/\/www.eaze.com\/\" target=\"_blank\" rel=\"noopener\">cannabis marketplace<\/a>, about how Eaze is working to give a voice to underrepresented groups and businesses doing good in a stigmatized industry.<\/p>\r\n<h3>Meet Sheena From Eaze<\/h3>\r\n<p>Cannabis has a longstanding stigma around it that poses a challenge for marketers at Eaze. To help educate consumers while drawing attention to social issues in the space, Eaze has partnered with a variety of non-profits and minority-owned businesses to spread a message of positivity and hope.<\/p>\r\n<p>In my chat with Sheena, we talked through the challenges Eaze faces in marketing to consumers and the different ways Eaze is working to undo decades of stigmatization. From hiring a Director of Social Equity to partnering with veterans groups, Sheena walks me through how widespread the community for social empowerment is in the cannabis industry.\u00a0<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/rCTRzDW6olU[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How Eaze Brings the Good With the Goods","post_excerpt":"Hear from Sheena Shiravi, VP of Marketing, at Eaze, about how Eaze is working to drive social equity in a stigmatized industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-eaze-brings-the-good-with-the-goods","to_ping":"","pinged":"","post_modified":"2021-07-07 11:01:35","post_modified_gmt":"2021-07-07 18:01:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85636","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"July 07, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":16,"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\/07\/ITE_DBM-Video-Series_05_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Eaze\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_05_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_05_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_05_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-eaze-brings-the-good-with-the-goods\/"},{"ID":85540,"post_author":"67","post_date":"2021-07-06 11:17:50","post_date_gmt":"2021-07-06 18:17:50","post_content":"<p>Adding a \u201cpersonal touch\u201d to marketing efforts is not a new concept. However, understanding what personalization actually means and how brands can incorporate it into their marketing strategies is a different story.<\/p>\r\n<p>With the introduction of more advanced technology and increased availability of customer data, brands have the ability to truly create a cohesive, individualized customer experience.<\/p>\r\n<p>The question is not whether to incorporate personalization into your marketing strategy, but how. Yes, personalization is a competitive advantage, but it\u2019s also what customers expect from the brands they interact with.<\/p>\r\n<p>This e-book will walk you through:<\/p>\r\n<ul>\r\n\t<li>The definition of personalization in the context of marketing<\/li>\r\n\t<li>How to identify the right audience<\/li>\r\n\t<li>Methods for crafting the most effective messaging<\/li>\r\n\t<li>Using various channels to reach customers<\/li>\r\n<\/ul>","post_title":"Personalization For Dummies","post_excerpt":"Iterable Special Edition ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-for-dummies","to_ping":"","pinged":"","post_modified":"2021-07-06 11:18:11","post_modified_gmt":"2021-07-06 18:18:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=85540","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 06, 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\/07\/ITE_Personalization-For-Dummies_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization For Dummies\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_Personalization-For-Dummies_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_Personalization-For-Dummies_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_Personalization-For-Dummies_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/"},{"ID":85400,"post_author":"79","post_date":"2021-06-30 08:51:58","post_date_gmt":"2021-06-30 15:51:58","post_content":"<p>The results are in! Iterable has once again been named a Leader in Marketing Automation, 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<h2>Iterable\u2019s G2 Marketing Automation Product Profile<\/h2>\r\n<p>According to the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-summer-2021\/\" target=\"_blank\" rel=\"noopener\">Summer 2021 G2 Grid\u00ae Report for Marketing Automation<\/a>, Iterable has been named a Leader based on high customer Satisfaction ratings and a continually growing Market Presence.<\/p>\r\n<p>What does this mean? 91% of all Iterable users rated Iterable 4 stars or higher (out of 5). With more than half (65%) giving Iterable a 5-star rating.<\/p>\r\n<p>Digging a bit deeper into the report, Iterable also outranked the industry averages in three crucial marketing platform capabilities:<\/p>\r\n<ul>\r\n\t<li>Sending outbound emails (3% above average)<\/li>\r\n\t<li>Building and personalizing emails (3% above average)<\/li>\r\n\t<li>Workflow capability (4% above average)<\/li>\r\n<\/ul>\r\n<p>Features and functionality are important elements of tools within your growth stack, but G2 user ratings reflect that marketers choose Iterable for its qualitative values that drive business growth:<\/p>\r\n<ul>\r\n\t<li>Quality of Support (9.0)<\/li>\r\n\t<li>Ease of Doing Business With (8.3)<\/li>\r\n\t<li>Ease of Setup (7.7)<\/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>\u201c<strong>I have used Iterable in several companies and still love it as much as I [did] the first time.<\/strong> There is an ease of use if you have several different parts of your business that have different data sets that you need to track, so you can easily share templates across projects.\u201d<\/p>\r\n<p>\u201cThe Iterable feature I value the most is the extensive user profiles. My company uses Segment to pass through events from our website to Iterable, and our user profiles are filled with every action our prospects and customers take. <strong>This allows us to create useful segmentation based on their experiences with us, and send behavior-based messaging.<\/strong>\u201d<\/p>\r\n<p>\u201cWithin our scope of work it turned out to be very useful due to its basis in email marketing in addition to the numerous flow tools, especially its interface that collectively seemed very easy to use, denoted in its great development of its API and the ability to sort data on a large scale. <strong>I managed to increase our number of clients!!<\/strong>\"<\/p>\r\n<p>\u201c<strong>Iterable is an extremely powerful engagement tool that my team uses on a daily basis<\/strong> to send personalized, segmented and automated communication to our users [\u2026] one of the key differentiating factors, in my opinion, is the ability to create complex workflows and connect them, via webhook with our own database.\u201d<\/p>\r\n<p>\u201cMy favorite part about Iterable is how intuitive it is.<strong> It's extremely easy to build and deploy campaigns across email and push notifications.<\/strong> And it's just as easy to pull data. I'm a big fan of their new 'messaging insights' interface.\u201d<\/p>\r\n<p>\u201cIterable's workflow feature is the killer idea of email marketing. <strong>Connect pieces together like a jigsaw puzzle to create the perfect marketing campaign<\/strong> and repeat it and automate it.\u201d<\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\n<p>G2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<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 Marketing Automation category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, dynamic segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company\u2019s Satisfaction rating:<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews<\/li>\r\n\t<li>Quality and age of reviews received<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<h3>Learn More<\/h3>\r\n<p>Thank you to our amazing customers for their partnership in maintaining Iterable as one of the best Marketing Automation solutions in the market!<br \/>\r\nYou can download the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-summer-2021\/\" target=\"_blank\" rel=\"noopener\">Summer 2021 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>Looking to learn more about Iterable? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Request a demo today<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/www.g2.com\/reports\/0425f020-3de3-454d-a763-cfa7c4544181\/preview\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-85407\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/read-the-g2-report.png\" alt=\"read the g2 report\" width=\"640\" height=\"160\" \/><\/a><\/p>","post_title":"Iterable a Marketing Automation Leader in G2 2021 Summer Report","post_excerpt":"Iterable has once again been named a Leader in Marketing Automation, based on high levels of customer satisfaction and positive reviews.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-a-marketing-automation-leader-in-g2-2021-summer-report","to_ping":"","pinged":"","post_modified":"2021-06-30 08:51:58","post_modified_gmt":"2021-06-30 15:51:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85400","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 30, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/G2-2021.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing Automation Leader\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/G2-2021.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/G2-2021-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/G2-2021-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-a-marketing-automation-leader-in-g2-2021-summer-report\/"},{"ID":85460,"post_author":"47","post_date":"2021-06-29 12:46:38","post_date_gmt":"2021-06-29 19:46:38","post_content":"<p>Iterable was named a Leader in the Summer 2021 G2 Grid Report for Marketing Automation.<\/p>\r\n<p>The G2 Grid\u00ae Report provides an assessment of the top marketing automation technologies available, rated by real users, and shows how Iterable and other select providers compare.<\/p>\r\n<p><strong>Download this report to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read over 160 real, verified user reviews<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use and quality of support<\/li>\r\n\t<li>Compare product features across email marketing, campaign management and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Summer 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-a-g2-marketing-automation-leader-for-summer-2021","to_ping":"","pinged":"","post_modified":"2021-06-30 14:39:39","post_modified_gmt":"2021-06-30 21:39:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=85460","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"June 29, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-summer-2021\/"},{"ID":85467,"post_author":"71","post_date":"2021-06-29 11:24:12","post_date_gmt":"2021-06-29 18:24:12","post_content":"<p>The quest to improve customer lifetime value is nothing new. Retail brands have always tried to understand how a single customer can contribute to their bottom lines. As of late, however, retail has undergone a digital transformation.<\/p>\r\n<p>With customers\u2019 access to a slew of marketing channels, retailers are re-examining what it means to adopt a cross-channel marketing approach. Instead of connecting with customers in one place, the goal now is to create a cohesive, holistic customer experience across multiple marketing channels.<\/p>\r\n<p>The question is: how does implementing a cross channel marketing strategy directly impact retail customers\u2019 LTV?<\/p>\r\n<p><strong>Download this report to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>How many shoppers use multiple channels in their buying journey<\/li>\r\n\t<li>How cross-channel marketing can impact consumer trust<\/li>\r\n\t<li>What balance should be struck between customer retention and acquisition<\/li>\r\n<\/ul>","post_title":"Boost Your Retail LTV With Cross-Channel Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"boost-your-retail-ltv-with-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2021-06-30 15:10:34","post_modified_gmt":"2021-06-30 22:10:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=85467","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"June 29, 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\/06\/ITE_Retail-LTV-1Pager_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Retail-LTV-1Pager_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Retail-LTV-1Pager_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Retail-LTV-1Pager_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/boost-your-retail-ltv-with-cross-channel-marketing\/"},{"ID":85437,"post_author":"79","post_date":"2021-06-29 09:49:48","post_date_gmt":"2021-06-29 16:49:48","post_content":"<p>How many additional email addresses have you created to be able to take advantage of a deal offered exclusively to new customers? Time and time again we see brands offering discounts to only new customers. Messages like \u201cSign up today for X% off\u201d or \u201cone-time use coupon for new customers\u201d appear in pop-ups and push notifications. While we\u2019re all marketers, we\u2019re also all customers.<\/p>\r\n<p>Seemingly, brands (retail brands in particular) are aiming to gain new customers versus nurturing relationships with existing ones. There\u2019s been a constant battle between acquisition and lifetime value. But why? What are the benefits, if any? Are there certain industries that should prioritize new customers over existing customers?<\/p>\r\n<p>We did some digging to see if we could get to the bottom of when and why brands offer these new customer discounts.<\/p>\r\n<h3>Understanding Flexibility and Customer Value<\/h3>\r\n<p>Two Yale School of Management professors, Jiwoong Shin and K. Sudhir, explained in the <a href=\"https:\/\/sloanreview.mit.edu\/article\/should-you-punish-or-reward-current-customers-2\/\" target=\"_blank\" rel=\"noopener\">MIT Sloan Management Review<\/a> that shopping flexibility and profitability are the two metrics to look at when determining whether your brand should offer discounts to new customers, existing customers or both.<\/p>\r\n<h4>What is Shopping Flexibility?<\/h4>\r\n<p>Shopping flexibility is when the customer has the ability to switch brands with ease. This could be due to a number of factors like convenience or availability. <a href=\"https:\/\/www.inc.com\/the-build-network\/best-prices-new-existing-customers.html\" target=\"_blank\" rel=\"noopener\">Shin and Sudhir used airlines as an example<\/a>. Someone may prefer a specific airline because of their service and availability of direct flights to their hometown. But, if that customer is going to a different city, and their preferred airline doesn\u2019t offer a direct flight, they\u2019d likely switch to another airline.<\/p>\r\n<h4>How Do You Determine Customer Value?<\/h4>\r\n<p>Shin and Sudhir go on to explain that, as a take on the 80\/20 rule, a certain segment of customers may contribute to a majority of a brand's margins. \u201c[American Express, for example] reported that the best customers outspent others by 16 to 1 in retailing, 13 to 1 in restaurants, 12 to 1 in airlines, and 5 to 1 in hotel\/motels\u201d In this example, there is a high percentage of the margin coming from a small, but dense, concentration of top spenders. Therefore, American Express is considered to have a \u201chigh concentration in customer value.\u201d<\/p>\r\n<h4>Using Flexibility and Customer Value As a Guide<\/h4>\r\n<p>To determine whether or not your brand should offer discounts to new customers, existing customers or both, you need to examine your customers\u2019 shopping flexibility and your brand\u2019s concentration in customer value.<\/p>\r\n<p>According to Shin and Sudhir, if your brand has a high flexibility and a high concentration in customer value, you should aim to delight and retain your existing customers. If you have either low flexibility, a low concentration in customer value or both, then you should aim to get new customers.<\/p>\r\n<p>Why? Low flexibility means customers aren\u2019t likely to move away from your brand. Shin and Sudhir use wireless providers as an example. They generally have contracts with customers, so it\u2019s hard for customers to switch to a competitor. Low concentration in customer value means that all customers are contributing roughly the same amount to your margins.<\/p>\r\n<p>So, it makes sense that if your customers are less likely to leave and\/or every customer has equal value, that you\u2019d aim to acquire new customers versus striving to keep existing customers.<\/p>\r\n<h3>Customer Discounts Should Fuel Lifetime Value<\/h3>\r\n<p>Based on the advice of Shin and Sudhir, certain industries can benefit from drawing customers away from competitors by offering discounts to exclusively new shoppers. However, it\u2019s not a one-size-fits-all solution.<\/p>\r\n<p>While we know acquiring new customers is more expensive than keeping existing ones, that shouldn\u2019t be the deciding factor for marketers. Instead, brands should focus on the relationship they\u2019re forming with each customer and <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2019\/04\/29\/does-it-still-cost-5x-more-to-create-a-new-customer-than-retain-an-old-one\/?sh=3da4751a3516\" target=\"_blank\" rel=\"noopener\">strive to increase their LTV<\/a>. A discount should be used to appeal to the individual customer, in the hopes that it will increase their engagement with your brand and provide more value in the long run.<\/p>\r\n<p>Nowadays, forming relationships with individual customers is taking precedence over marketing to customers based on broad categories. While <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation<\/a> is an important element in a marketing strategy, it\u2019s now possible to get more granular in data collection, allowing you to personalize messaging for each customer. Creating this unique customer experience keeps customers engaged with your brand and, as a result, <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">boosts LTV<\/a>.<\/p>\r\n<h3>Cross-Channel Marketing: This Time, It\u2019s Personal<\/h3>\r\n<p>Creating a <a href=\"https:\/\/iterable.com\/solutions\/personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">personalized customer experience<\/a> is not only about the messages you're sending, but where you\u2019re sending them. If you can understand how each customer interacts with your brands, you have a better chance of connecting with them. Therefore, <a href=\"https:\/\/iterable.com\/solutions\/multi-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing<\/a> in itself, when done right, is personalized marketing.<\/p>\r\n<p>So, instead of thinking of customers as new and existing, think of them as people. How does this one customer want to be marketed to? Have they purchased something in the past? Did they use a coupon? If so, maybe they\u2019d purchase another product if they had another coupon.<\/p>\r\n<p><em>The advice from Shin and Sudhir is a good jumping off point, but if you want to take your cross-channel marketing to the next level, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Are New-Customer Discounts Destroying Customer Loyalty?","post_excerpt":"This article explores why brands continue to offer new customer discounts and how these discounts impact customer lifetime value.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"are-new-customer-discounts-destroying-customer-loyalty","to_ping":"","pinged":"","post_modified":"2021-06-29 09:49:48","post_modified_gmt":"2021-06-29 16:49:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85437","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 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":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062921_Discounts-and-Customer-Loyalty_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"customer discounts\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062921_Discounts-and-Customer-Loyalty_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062921_Discounts-and-Customer-Loyalty_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062921_Discounts-and-Customer-Loyalty_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/"},{"ID":85396,"post_author":"79","post_date":"2021-06-28 14:04:43","post_date_gmt":"2021-06-28 21:04:43","post_content":"<p>Bo Burnham\u2019s <a href=\"https:\/\/www.rottentomatoes.com\/m\/bo_burnham_inside\" target=\"_blank\" rel=\"noopener\">Inside<\/a> has opened the door to a bevy of online reviews\u2014some <a href=\"https:\/\/www.vulture.com\/article\/bo-burnham-inside-netflix-comedy-review.html\" target=\"_blank\" rel=\"noopener\">positive<\/a>, some <a href=\"https:\/\/slate.com\/culture\/2021\/06\/problem-with-bo-burnham-inside.html\" target=\"_blank\" rel=\"noopener\">negative<\/a>. The dark comedy Netflix special was created completely during lockdown and features Bo, alone, in an apartment with some scattered peeks behind the curtain into the creative process.\u00a0<\/p>\r\n<p>According to <a href=\"https:\/\/www.nytimes.com\/2021\/06\/01\/arts\/television\/bo-burnham-inside-comedy.html\" target=\"_blank\" rel=\"noopener\">The New York Times<\/a>, \u201cit feels as if he has created something entirely new and unlikely, both sweepingly cinematic and claustrophobically intimate, a Zeitgeist-chasing musical comedy made alone to an audience of no one.\u201d While other reviews may question the authenticity of Bo\u2019s range of emotions as he grapples with depression and isolation\u2014no doubt a discussion for a different time\u2014one sketch stood out to me, as a Content Marketing Manager.<\/p>\r\n<h3>The Social Brand Manager<\/h3>\r\n<p><a href=\"https:\/\/genius.com\/Bo-burnham-social-brand-consultant-annotated\" target=\"_blank\" rel=\"noopener\">In this particular clip<\/a>, Bo\u2019s character explains how he was formerly a comedian but has now become a \u201cSocial Brand Manager.\u201d As he continued to satirically explain the importance of cause marketing, especially during the pandemic, he mentions, \u201cIt\u2019s also a bit of a scary time because customers expect a lot more from their brands than they did in the past.\u201d\u00a0<\/p>\r\n<p>At this point, I scoffed. Not because I disagreed with the sentiment, but because I feel like I\u2019ve written those exact words (and probably have), but not under the veil of satire.\u00a0<\/p>\r\n<p>Eventually, it becomes very obvious that he\u2019s poking fun at brands that take stances on social causes while seemingly having no direct connection to that specific cause. He continues, \u201cthe question is no longer, \u2018Do you want to buy Wheat Thins?,\u2019 for example. The question is now, \u2018Will you support Wheat Thins in the fight against Lyme disease?\u2019\u201d<\/p>\r\n<p>This got me thinking. Has cause marketing become (unfortunately) clich\u00e9? How can brands actually make a difference without sounding like a sepia-filtered, dramatically-lit brand manager preaching the importance of picking a side?<\/p>\r\n<h3>The Evolution of Cause Marketing<\/h3>\r\n<p>Before we can delve into the state of cause marketing today, I thought it would be helpful to get some context on how it all began.\u00a0<\/p>\r\n<p>In 1983, <a href=\"https:\/\/www.entrepreneur.com\/article\/297333#:~:text=The%20concept%20of%20cause%2Drelated,someone%20used%20its%20charge%20card.\" target=\"_blank\" rel=\"noopener\">American Express introduced the concept of cause marketing<\/a> with their campaign to restore the Statue of Liberty. American Express donated one cent to the cause every time a charge was made on one of their cards. As a result, they increased new cardholders by 45% and increased card usage by 28%.\u00a0<\/p>\r\n<p>In 1996, <a href=\"https:\/\/www.boxtops4education.com\/About\" target=\"_blank\" rel=\"noopener\">Box Tops for Education<\/a> launched by including coupons on General Mills cereal. Families would clip the coupons off their cereal boxes, send them to school with their kids and, once turned in, the school could redeem them for funding. Since then, Box Tops for Education can be found on a variety of brands and there is an app parents can use to scan receipts instead of clipping boxes.\u00a0<\/p>\r\n<p>More recently, in 2014, CVS announced <a href=\"https:\/\/cvshealth.com\/news-and-insights\/articles\/cvs-quits-a-message-from-larry-merlo-president-and-ceo\" target=\"_blank\" rel=\"noopener\">they would stop selling tobacco products<\/a>. Leaning away from \u201cconvenient store\u201d and towards health care, CVS chose to align their product offerings more closely with their purpose. After CVS made this call, <a href=\"https:\/\/www.forbes.com\/sites\/brucejapsen\/2017\/02\/20\/after-cvs-stopped-cigarette-sales-smokers-stopped-buying-elsewhere-too\/?sh=265ea0bec8f5\" target=\"_blank\" rel=\"noopener\">smokers stopped buying cigarettes<\/a> not only from CVS, but other stores too. According to <a href=\"https:\/\/ajph.aphapublications.org\/doi\/abs\/10.2105\/AJPH.2016.303612?journalCode=ajph&amp;\" target=\"_blank\" rel=\"noopener\">The American Journal of Public Health<\/a>, \u201cAfter CVS\u2019s tobacco removal, household- and population-level cigarette purchasing declined significantly.\u201d<\/p>\r\n<p>It\u2019s evident that brands can create change, but these campaigns were impactful because of their ties to each of the brands\u2019 values. There\u2019s a clear intention to make a difference through the relationship between these causes and the brands supporting them.<\/p>\r\n<h3>Cause Marketing Intention Matters<\/h3>\r\n<p>For brands to be taken seriously when striving for social change or supporting causes they need to do more than just say they stand behind \u201cX\u201d cause. Bo seemed to be hinting at this in his segment. Brands can preach change \u2018til the cows come home, but what good does that actually do? Consumers are getting smarter and catching on to brands that support causes with the singular goal of helping their own bottom lines.\u00a0<\/p>\r\n<p>To be a genuine, socially-responsible brand, the cause a brand supports needs to be built into the brand\u2019s foundation. The cause should align with the brand\u2019s purpose. As Paul Mottram, APAC Regional Director for Zeno Group, told <a href=\"https:\/\/www.prweek.com\/article\/1688589\/why-cause-marketing-extend-beyond-campaigns-projects\" target=\"_blank\" rel=\"noopener\">PRWeek<\/a>, \u201cEvery organisation has a unique role or value in society, but whether they've articulated it or not is another matter. The issues they support, the engagement they have with stakeholders\u2014they need to show it and not just say it.\"<\/p>\r\n<p>When debating if cause marketing is right for your brand, be sure the cause you want to support aligns with your brand at its core. Avoid creating one-off campaigns because they\u2019ll come across as insincere.<\/p>\r\n<h3>Getting Meta<\/h3>\r\n<p>While I\u2019m sure it was not Bo\u2019s goal to have his self-reflective, internet-bashing special woven into a marketing blog, here we are. I fully acknowledge the irony of writing about this particular skit in a marketing blog, but I do think it brought up important points worth addressing.<\/p>\r\n<p>Brands actually do have the power (and, more importantly, the resources) to make a difference. But, contributing to a cause just to say you contributed is going to be very obvious to consumers. That\u2019s not to say you should invest in trying to appear like you care. What you should do is just actually care.\u00a0<\/p>\r\n<p><em>As the cherry on top of this irony sundae: <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> to see how Iterable can improve your cause marketing efforts with a cross-channel strategy.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"A Marketer\u2019s POV: Did Bo Burnham Get Cause Marketing Right?","post_excerpt":"Bo Burnham treats cause marketing as a punchline. Has it become clich\u00e9? How can brands actually make a difference with authenticity?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-marketers-pov-did-bo-burnham-get-cause-marketing-right","to_ping":"","pinged":"","post_modified":"2021-06-28 14:04:43","post_modified_gmt":"2021-06-28 21:04:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85396","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 28, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Cause-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"cause m\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Cause-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Cause-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Cause-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-marketers-pov-did-bo-burnham-get-cause-marketing-right\/"},{"ID":85309,"post_author":"79","post_date":"2021-06-28 09:36:11","post_date_gmt":"2021-06-28 16:36:11","post_content":"<p>Over the past year, we, like every company, were challenged to navigate a world facing a pandemic, social movements for justice and racial equity and an increasingly polarized political arena. In the face of this environment, our people responded with resilience and compassion.<\/p>\r\n<p>Our mission of connecting people with products that bring them joy isn't only centered on our customers\u2014it also enables us to bring joy and do good within our broader communities.<\/p>\r\n<p>The <a href=\"https:\/\/iterable.com\/blog\/char-iterable-volunteer-week\/\" target=\"_blank\" rel=\"noopener\">Chariterable<\/a> (Char-ITERABLE) Volunteer Program, launched in 2018, supports and invests in our employees\u2019 personal growth by contributing to local non-profits. Prior to the pandemic, employees around the world would apply their skills, experience and energy in volunteer activities (carried out in-person) that helped improve education, provide basic needs, foster new business opportunities and strengthen our communities. The program\u2019s purpose peaked during annual volunteer weeks, during which Iterators would come together to work with local community organizations like <a href=\"https:\/\/www.glide.org\/\" target=\"_blank\" rel=\"noopener\">GLIDE<\/a>, <a href=\"https:\/\/sfrecpark.org\/\" target=\"_blank\" rel=\"noopener\">SF Recreation and Parks<\/a>, and the <a href=\"https:\/\/denverrescuemission.org\/\" target=\"_blank\" rel=\"noopener\">Denver Rescue Mission<\/a>.<\/p>\r\n<p>Now, over a year into COVID, we\u2019ve added to our ethos of giving back with the launch of Iterable\u2019s Donation Matching program, an evolution of <a href=\"https:\/\/iterable.com\/blog\/first-char-iterable-volunteer-week\/\" target=\"_blank\" rel=\"noopener\">Chariterable<\/a>. Starting this year, Iterators have the opportunity to help organizations and causes that they are passionate about. To extend the impact of this program, Iterable promises to match the donations made by employees. Although the program is relatively new, we\u2019re proud to share that just over $4,000 was donated by Iterators last quarter! Iterable matched that 1x, for a grand total of $8,000 donated collectively.<\/p>\r\n<p>But we thought we could do a little better! This quarter, we\u2019re ramping up our commitment: now Iterable will match donations made by employees 2x, tripling the impact of employee donations.<\/p>\r\n<p>If the pandemic was proof of anything, it's that we live in a connected world. What we do has a direct and measurable impact on our communities. We\u2019re excited to make an impact together. Here's some ways you can join us.<\/p>\r\n<h3>Informing our (Your) Giving<\/h3>\r\n<p>Sometimes the hardest part about giving back is...getting started. If you\u2019re wondering where and when to make an impact, look no further. We tapped into our employee-led Affinity Groups and active members of the #Chariterable Slack channel to collect some charity endorsements for you to consider.<\/p>\r\n<blockquote>\r\n<p><em><span style=\"color: #ef3d55;\">\u201cIn the United States, access to a high-quality education is not a given. Depending on the zip code you live in, schools vary drastically in quality and funding. When students graduate high school, they have better access to high-paying jobs, are less likely to go to prison, and have better health and longer life expectancy. <a href=\"https:\/\/www.cityyear.org\/\" target=\"_blank\" rel=\"noopener\">City Year<\/a> is an education-focused non-profit that engages young adults in a year of full-time national service focused on keeping students in school and on track. City Year members serve as student success coaches, supporting the development, growth and success of students in systemically under-resourced schools by applying a holistic, integrated model that builds skills and supports mindsets critical for students\u2019 success in school and beyond.<\/span><\/em><\/p>\r\n<p><em><span style=\"color: #ef3d55;\">As a City Year alum myself, I served for 2 years in Boston, and spent 5 years total with the organization because I am passionate that high-quality education should be a human right. I'm proud to be part of a community of 34,000+ like-minded individuals who have served since 1988 and are passionate about making a difference in their communities. I'm thankful because my students taught me how to lead with inclusivity and empathy, and firmly established the value of being civically engaged and active in the world around me.\"<\/span><\/em><\/p>\r\n<img class=\"alignnone size-full wp-image-85310\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_David.png\" alt=\"chariterable david\" width=\"600\" height=\"100\" \/><\/blockquote>\r\n<blockquote>\r\n<p><span style=\"color: #34c3f2;\"><em>\u201c<a href=\"https:\/\/www.ijm.org\/\" target=\"_blank\" rel=\"noopener\">International Justice Mission<\/a> partners with local authorities in 24 program offices in 14 countries to combat slavery, violence against women and children and police abuse of power against people who are poor. Their three areas of focus are rescuing and restoring victims of sex trafficking, slavery and abuse with basic needs, counseling and education; bringing criminals to justice by working with local law enforcement in investigating, arresting and charging slave owners with crimes; and providing training, mentoring and support to local law enforcement and other community leaders to slow down and stop the cycle of violence.\u201d<\/em><\/span><\/p>\r\n<img class=\"alignnone size-full wp-image-85317\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_Gina.png\" alt=\"chariterable gina\" width=\"600\" height=\"100\" \/><\/blockquote>\r\n<blockquote>\r\n<p><em><span style=\"color: #6a266d;\">\u201cStarted by the Asian Pacific Planning and Policy Council (A3PCON), Chinese for Affirmative Action (CAA) and the Asian American Studies Department of San Francisco State University, <a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop AAPI Hate<\/a> is a reporting \u201ccenter that tracks and responds to incidents of hate, violence, harassment, discrimination, shunning and child bullying against Asian Americans and Pacific Islanders in the United States.<\/span><\/em><\/p>\r\n<p><span style=\"color: #6a266d;\"><em>Recent attacks to AAPI communities have increased due to various factors and these attacks hurt my heart. I worry what could possibly happen to my family (who are Asian Americans).\u201d<\/em><\/span><\/p>\r\n<img class=\"alignnone size-full wp-image-85323\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_Kat.png\" alt=\"chariterable kat\" width=\"600\" height=\"100\" \/><\/blockquote>\r\n<blockquote>\r\n<p><span style=\"color: #59c1a7;\"><em>\u201cMy two teenage boys have been giving a garage concert for our neighbors every Sunday evening since the beginning of shelter in place. For the past few weeks they have been raising money for various organizations that focus on fighting injustices in the country. Last night they raised over $100, which we\u2019ll donate to <a href=\"https:\/\/marshap.org\/\" target=\"_blank\" rel=\"noopener\">The Marsha P. Johnson Institute<\/a>. They\u2019ve also raised money that was donated to <a href=\"https:\/\/www.gofundme.com\/f\/gianna-floyd-daughter-of-george-floyd-fund\" target=\"_blank\" rel=\"noopener\">George Floyd\u2019s Family Fund<\/a>, the <a href=\"https:\/\/www.antipoliceterrorproject.org\/\" target=\"_blank\" rel=\"noopener\">Anti-Police Terror Project<\/a>, and to <a href=\"https:\/\/colorofchange.org\/\" target=\"_blank\" rel=\"noopener\">Color of Change<\/a>. I can\u2019t take any credit, other than producing two really good boys.\u201d<\/em><\/span><\/p>\r\n<img class=\"alignnone size-full wp-image-85329\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_Melanie.png\" alt=\"chariterable melanie\" width=\"600\" height=\"100\" \/><\/blockquote>\r\n<blockquote>\r\n<p><span style=\"color: #ef3d55;\"><em>\u201cThe <a href=\"https:\/\/www.theblackfairygodmother.org\/\" target=\"_blank\" rel=\"noopener\">Black Fairy Godmother Foundation<\/a> uses the power of networking and social media to connect families in need with people that can help. They have a variety of programs to help meet the needs of those who need assistance from food assistance, a domestic violence fund, emergency funds for families in need and daily fundraisers. These programs help give mothers, families and children what they need and get them to a place of stability. You can participate by making a donation of any size to one of their funds, adopt a family with donations or help them complete a wish list of items they need off Amazon that will be shipped to their house.\u201d<\/em><\/span><\/p>\r\n<img class=\"alignnone size-full wp-image-85335\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_Stephanie.png\" alt=\"chariterable stephanie\" width=\"600\" height=\"100\" \/><\/blockquote>\r\n<h3>Empowering People<\/h3>\r\n<p>At the heart of the <a href=\"https:\/\/iterable.com\/blog\/andrew-boni-focusing-on-the-future-together\/\" target=\"_blank\" rel=\"noopener\">Iterable mission<\/a> is our vision to set a standard for its people, partnerships and performance. We strive to create an inclusive work environment that values the uniqueness of each individual\u2019s talents, experiences and ideas! Our culture allows ingenuity to thrive and creates an atmosphere where diverse voices, ideas, experiences and backgrounds are not only respected, but celebrated.<\/p>\r\n<p>Together, with our employees, we can make human progress and community impact a reality, by contributing our time and resources to initiatives and programs that reduce poverty, drive economic and social opportunity, and enable technological progress. We focus on building local capacity and making social investments that help communities succeed.<\/p>","post_title":"Impact at Iterable: Empowering Progress Through People","post_excerpt":"The Chariterable Volunteer Program supports and invests in our employees\u2019 personal growth by contributing to our local non-profits.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"impact-at-iterable-empowering-progress-through-people","to_ping":"","pinged":"","post_modified":"2021-06-28 10:40:17","post_modified_gmt":"2021-06-28 17:40:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85309","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 28, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"062821_Charity_768x512\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062821_Charity_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/impact-at-iterable-empowering-progress-through-people\/"},{"ID":85043,"post_author":"43","post_date":"2021-06-25 13:24:28","post_date_gmt":"2021-06-25 20:24:28","post_content":"<p>From Apple\u2019s recent changes to the Identifier for Advertisers (IDFA) to ad free browsers and Google\u2019s elimination of third-party cookies, companies are recognizing that people want more privacy and control of their data. For iOS mobile developers and app makers, the changes to IDFA will make it more challenging to effectively target users. This could lead to higher acquisition costs and cut into revenues.<\/p>\r\n<p>\r\nIn this webinar, we look at the growing trend toward privacy and what the implications are for marketing, technology and product development budgets. Plus, what strategies are going to get you the highest ROI. We\u2019ll explore:<\/p>\r\n<ul>\r\n<li>How IDFA changes will impact your ability to reach new customers\r\n<li>Why first-party data is so critical and how to use it wisely\r\n<li>Why investing in a retention strategy for your mobile app can deliver value in this new environment<\/ul>","post_title":"Building Consumer Trust and Personalization with First-Party Data","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"building-consumer-trust-and-personalization-with-first-party-data","to_ping":"","pinged":"","post_modified":"2021-07-20 14:25:58","post_modified_gmt":"2021-07-20 21:25:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=85043","menu_order":3,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 25, 2021","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":3,"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\/2021\/06\/2021-06-heady-webinar-thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/2021-06-heady-webinar-thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/2021-06-heady-webinar-thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/2021-06-heady-webinar-thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/building-consumer-trust-and-personalization-with-first-party-data\/"},{"ID":85357,"post_author":"35","post_date":"2021-06-25 11:44:18","post_date_gmt":"2021-06-25 18:44:18","post_content":"<p>To err is human. Everyone reading this who has never made a mistake, raise your hand.\u00a0<\/p>\r\n<p>Liar.\u00a0<\/p>\r\n<p>Last week, a fishy\u2014not phishing\u2014email hit the inbox of many HBO Max subscribers. Forever to be known simply as \u201cIntegration Test Email #1,\u201d the message was <a href=\"https:\/\/www.usatoday.com\/story\/money\/2021\/06\/18\/hbo-max-integration-test-email-confusion\/7744108002\/\" target=\"_blank\" rel=\"noopener\">clearly a goof<\/a>. An accident. A momentary lapse in attention.\u00a0<\/p>\r\n<p>A mistake.\u00a0<\/p>\r\n<p>For email marketers across the globe, it evoked a collective sympathy. We\u2019ve all hit that send on a not-so-ready email. But then something even more amazing happened. After HBO Max put the mistake on a <a href=\"https:\/\/www.today.com\/popculture\/hbo-max-explains-integration-test-email-went-subscribers-t222668\" target=\"_blank\" rel=\"noopener\">nameless, faceless intern<\/a>, non-marketers started <a href=\"https:\/\/www.newsweek.com\/dear-intern-people-share-biggest-career-mistakes-response-hbo-max-test-email-1602123\" target=\"_blank\" rel=\"noopener\">sharing their blunders<\/a>.\u00a0<\/p>\r\n<p>From message-altering typos to costly discounts, thousands of people started a \u201cDear Intern\u201d message on social media to own up to their own mistakes. What started as an amusing\u2014well, at least amusing for us\u2014gaffe ended up a widespread moment of human connection.<\/p>\r\n<h3>The Reality of Integration Test Email #1<\/h3>\r\n<p>Some have jumped on this slip as validation that the HBO Max <a href=\"https:\/\/gizmodo.com\/hbo-max-review-it-is-a-mess-1843726427\">customer experience is terrible<\/a>. The app and confusion surrounding the service\u2019s initial launch can be debated elsewhere.\u00a0<\/p>\r\n<p>Here, we focus on marketing. And while on the surface Integration Test Email #1 seems like an undeniable mistake, the reality is not so cut-and-dried.<\/p>\r\n<h4>The Connection is Real<\/h4>\r\n<p>So, with lower stakes, what really is the point of marketing? You probably have a definition in your head, but there's an argument to be made that it\u2019s about making a connection.\u00a0<\/p>\r\n<p>Consumers are human. Marketers are consumers. Marketers are human. We can\u2019t forget this. Consumer expectations for a great experience with brands are at an all time high. They want to know the brands they love are led by humans that share their values.\u00a0<\/p>\r\n<p>Authenticity is a term thrown around a lot these days. It has the ring of something with the potential to be...well...inauthentic, but there has been progress in brand\u2019s being more open to sharing a peek behind the scenes, especially <a href=\"https:\/\/iterable.com\/blog\/post-pandemic-marketing\/\" target=\"_blank\" rel=\"noopener\">during the pandemic<\/a>.\u00a0<\/p>\r\n<p>Is there anything more authentic than a mistake? You saw the responses above. People love mistakes. This isn\u2019t praise of schadenfreude either. It\u2019s why people connect with Batman more than Superman. One is a deeply, deeply flawed character, while the other is often depicted as almost perfect.\u00a0<\/p>\r\n<p>A mistake like Integration Test Email #1 reminds consumers that even a massive organization like HBO Max is subject to slip ups. It humanizes an otherwise somewhat-faceless brand. It fosters a connection even though we as the outside public don\u2019t have a name or face to connect with.<\/p>\r\n<h4>The Stakes Are (Often) Low<\/h4>\r\n<p>In the grand scheme of things, Integration Test Email #1 is inconsequential for HBO Max\u2019s brand. Content is king is a common phrase, and for a brand like HBO Max, content is everything. A good marketing email doesn\u2019t make up for bad streaming content.\u00a0<\/p>\r\n<p>For the majority of marketers, the blowback that comes from an Integration Test Email #1 is low and temporary. We\u2019re a week out and the chatter has already died down substantially.\u00a0<\/p>\r\n<p>Most marketers are promoting products that bring joy through a problem solved. A discounted ride. A movie premiere. The refrain you sometimes hear is \u201cwe\u2019re not curing cancer.\u201d<\/p>\r\n<p>HBO Max is not curing cancer with their latest email. Their marketing efforts are geared towards bringing entertainment to the masses.<\/p>\r\n<h3>The Actual Experience<\/h3>\r\n<p>Integration Test Email #1 actually came at an interesting time. If you\u2019ve followed Iterable\u2019s content for a bit, you know we like doing research here. We are customer experience fanatics.\u00a0<\/p>\r\n<p>As such, we are curious what brands are sending to new, active customers. For 2-3 weeks at a time, we sign up for new accounts, browse and favorite items, abandon carts, opt in to all channels of messaging, and more. We are as active as you can be in this time period. You can see we did this for the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener\">beauty<\/a> industry, <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile marketing<\/a>, and <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-news-media\/\" target=\"_blank\" rel=\"noopener\">news media<\/a> industry in the past.\u00a0<\/p>\r\n<p>Well, we just so happen to have finished a three-week research period of HBO Max right before Integration Test Email #1. And you know what we found? A pretty engaging group of emails and messages\u2014albeit lacking a bit on the personalization side of things.\u00a0<\/p>\r\n<p>Below is a link to a Customer Experience Analysis of HBO Max featuring a list of the different actions we took in our research and some examples of particularly interesting messages we received during that time.\u00a0<\/p>\r\n<p>The lowdown is this:\u00a0<\/p>\r\n<p>HBO Max has beautifully-designed emails that provide good recommendations. They highlight underrepresented voices\u2014like LGBTQ+ and Latinx content\u2014in an <a href=\"https:\/\/iterable.com\/blog\/beyond-the-rainbow-showing-your-true-colors-as-a-pride-ally\/\" target=\"_blank\" rel=\"noopener\">authentic way<\/a>. And they provide a cross-channel experience with <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and <a href=\"https:\/\/iterable.com\/blog\/test-in-app-promotions\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a>.\u00a0<\/p>\r\n<p>Crucially missing is any reference to user behavior. We favorited multiple shows and watched a few others, but our actions were not reflected in recommendations.\u00a0<\/p>\r\n<p>That human connection we talked about above is excellent on a macro level. Integration Test Email #1 shows that people are excited to have a community to rally around. But when marketing to customers, you want to foster a one-on-one connection.\u00a0<\/p>\r\n<p>Personalization is still a human connection, but on the micro scale. When all is said and done, and the dust of Integration Test Email #1 has settled, HBO Max\u2019s customer experience could actually learn a lot from the community-building and personalized response. Consumers want content that entertains, informs and connects. The question becomes how do brands give each consumer their own Integration Test Email #1-level connection?<\/p>\r\n<p><em>See the full details of the HBO Max customer experience here in our <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Customer-Experience-Analysis_HBO-Max.pdf\" target=\"_blank\" rel=\"noopener\">Customer Experience Analysis<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Customer-Experience-Analysis_HBO-Max.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-85365\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Customer-Experience-Analysis_HBO-Max_CTA-Banner.png\" alt=\"CX Analysis\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Is HBO Max's Integration Test Email #1 Actually a Mistake?","post_excerpt":"While on the surface HBO Max's Integration Test Email #1 seems like an undeniable mistake, the reality is not so cut-and-dried.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"hbo-max-integration-test-email-1-mistake","to_ping":"","pinged":"","post_modified":"2021-06-25 11:44:18","post_modified_gmt":"2021-06-25 18:44:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85357","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"June 25, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":4,"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\/06\/062521_Customer-Experience-Analysis-HBO-Max_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"HBO Max Integration Test Email #1\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062521_Customer-Experience-Analysis-HBO-Max_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062521_Customer-Experience-Analysis-HBO-Max_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062521_Customer-Experience-Analysis-HBO-Max_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/hbo-max-integration-test-email-1-mistake\/"},{"ID":85287,"post_author":"79","post_date":"2021-06-24 09:15:48","post_date_gmt":"2021-06-24 16:15:48","post_content":"<p><em>Stensul's Agile Email Creation Platform<sup>TM<\/sup> dramatically reduces email creation time by up to 90% to help team resources focus on improving email performance. With stensul, teams launch campaigns faster by streamlining the collaboration process and simplifying creation for all marketers, so they can build emails that drive results. If you want to see how the stensul Agile Email Creation Platform can elevate your email marketing programs, please <a href=\"https:\/\/stensul.com\/request-a-demo\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.<\/em><\/p>\r\n<p><em>Read on for the <span style=\"font-weight: 400;\">Senior Vice President of Marketing at stensul<\/span>, Geoff Smith\u2019s, guest contribution to the Iterable blog, and to learn his perspectives on the impact of agile email creation.<\/em><\/p>\r\n<p>More than 11,000 search results for the term \u201cagile marketing\u201d were returned. It was here where I found myself a recent study by management consultancy McKinsey on the benefits of businesses being agile.<\/p>\r\n<p>McKinsey describes <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/agile-marketing-a-step-by-step-guide\" target=\"_blank\" rel=\"noopener\">agile marketing<\/a> this way:<\/p>\r\n<blockquote>\r\n<p>\u201cAgile, in the marketing context, means 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. At scale, a high-functioning agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week.\u201d<\/p>\r\n<\/blockquote>\r\n<p>But, in a classic example of the difference between theory and practice, the consultancy goes on to observe:<\/p>\r\n<blockquote>\r\n<p>\u201cThe truth is, many marketing organizations think they\u2019re working in an agile way because they\u2019ve adopted some agility principles, such as test and learn or reliance on cross-functional teams. But when you look below the surface, you quickly find they\u2019re only partly agile, and they therefore only reap partial benefits.\u201d<\/p>\r\n<\/blockquote>\r\n<p>For many such marketing organizations, they also believe that simply by adding a bunch of digital tools and some point solutions, they\u2019re able to be agile. They\u2019re not. And nowhere is that more the case than when it comes to the oftentimes arcane art and science of creating html emails.<\/p>\r\n<p>As a marketing channel, email has been around for about 25 years. And marketers love it. Routinely, email yields a <a href=\"https:\/\/venturebeat.com\/2016\/08\/17\/email-marketing-learn-the-strategies-that-are-achieving-300-roi-and-more-vb-live\/\" target=\"_blank\" rel=\"noopener\">40x ROI<\/a>. It beats social for <a href=\"https:\/\/www.benchmarkemail.com\/blog\/email-ss-40-x-as-effective-as-facebook-twitter-combined\/\" target=\"_blank\" rel=\"noopener\">customer acquisition<\/a> by 40x. And it <a href=\"https:\/\/kinsta.com\/blog\/email-marketing-statistics\/#email-is-a-top-3-distribution-channel-for-both-b2c-and-b2b-marketers\" target=\"_blank\" rel=\"noopener\">performs<\/a> like that whether working for a B2C or B2B marketer.<\/p>\r\n<h3>Days, weeks to create a single email<\/h3>\r\n<p>The truly remarkable thing is that is emails are still produced the same way as they were in the 1990\u2019s: specialists using single-purpose tools, operating in silos with a near-complete absence of collaboration let alone real-time feedback. It makes for a complicated, often frustrating email creation experience that takes far more time than it ought to, and costs more than it should.<\/p>\r\n<p>Stensul <a href=\"https:\/\/stensul.com\/benchmark-report\/march-2021\" target=\"_blank\" rel=\"noopener\">surveyed<\/a> email creation teams in large companies recently and found it took anywhere from five to 10\u00a0days to create a single email. The reason being those teams used the commonly-used Design to Code method, which has been known to require one-to-two weeks to create one email. Others using the second-most-often used method, Templates &amp; Modules, saw a time-savings over the other approach. For them it took about 30% less time than Design to Code to create a single email. That\u2019s still a lot of time for one email.<\/p>\r\n<p>In the first instance, it takes that much time because each email must be hand-coded by a skilled developer. If, in the review of that email, a comma needs to be changed to a period, it has to go back to the developer. And that takes time. With Templates &amp; Modules, any time-savings can be lost if a template has broken code. Again, it must go back to a developer for the fix.\u00a0<\/p>\r\n<p>Based on feedback from email teams surveyed, that happens frequently.<\/p>\r\n<p>All this translates to the available time to create an email being allocated 90% creation\/10% strategy. Most of the time is spent creating and barely any is applied to developing strategy to make the email perform optimally.\u00a0<\/p>\r\n<p>Think about it. You\u2019ve aggregated mountains of data from prior email efforts, analyzed it and realized what can be done to have the next email campaign perform even better. But you want to conduct some A\/B testing.<\/p>\r\n<p>That\u2019s great. But, let\u2019s not forget,\u00a0 there\u2019s no time to do that. All of it has been taken up by a creation method born before the web and the cloud.<\/p>\r\n<p>Creating emails in this way is far from efficient or simple and, as a result, email teams can\u2019t quickly or easily adjust to changes or take advantage of unexpected opportunities. That\u2019s the definition of not being agile. If this seems like stating the obvious, it is.<\/p>\r\n<h3>Get agile with an Agile Email Creation Platform<\/h3>\r\n<p>To achieve agile email creation you need to democratize the process itself. Recall the controlling role developers play in Design to Code and Templates &amp; Modules. Those workflows can grind to a halt if developers aren\u2019t available. What\u2019s needed is an email creation platform that allows non-technical people, individuals without any coding know-how, to create emails quickly and of high quality.<\/p>\r\n<p>Stensul\u2019s Agile Email Creation Platform<sup>TM<\/sup> spans between the email brief and email deployment to an Iterable ESP. It lets you achieve agility by tearing down the walls that separate all involved in the email creation process, from the marketer and designer to the brand and regulatory compliance folks. It connects them for real-time collaboration through the entire email creation process. And, instead of taking days or weeks to create an email, it gets done in hours.<\/p>\r\n<p>For example, a tech company integrated the stensul platform with their marketing technology stack and saw impressive results fast. Soon after implementing it the volume of emails created monthly rose 166%. Those emails were created in far less time. In four hours. Not the five to 10 days they had experienced previously. Further, 100% of all emails created on the platform were on-brand and responsive.\u00a0<\/p>\r\n<p>What\u2019s more, 60% of developer time that had been taken up with fixing punctuation marks or broken code was now reallocated to more strategic projects\u2014the sort that made better use of their skills. With agile email creation, teams across the company can quickly generate the emails they need to reach and engage target audiences using the right branding and including all the required regulatory statements. Every time. There\u2019s no chance an out-of-date template will be pulled from a library. What\u2019s more, there\u2019s no chance for it to contain broken code.<\/p>\r\n<p>And since it doesn\u2019t operate in a vacuum, the stensul Agile Email Creation Platform offers <a href=\"https:\/\/iterable.com\/partners\/stensul\/\" target=\"_blank\" rel=\"noopener\">one-click integration<\/a> with the <a href=\"https:\/\/iterable.com\/solutions\/email-marketing\/\" target=\"_blank\" rel=\"noopener\">Iterable ESP<\/a>.<\/p>\r\n<p>&nbsp;<\/p>","post_title":"How Agile Email Creation Can Impact Your Marketing Org","post_excerpt":"To achieve agile email creation you need to democratize the process. SVP of Marketing at stensul, Geoff Smith, shares his perspectives.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-agile-email-creation-can-impact-your-marketing-org","to_ping":"","pinged":"","post_modified":"2021-06-24 09:15:48","post_modified_gmt":"2021-06-24 16:15:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85287","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 24, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062421_Agile-Email-Creation_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Agile Email Creation\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062421_Agile-Email-Creation_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062421_Agile-Email-Creation_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/062421_Agile-Email-Creation_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-agile-email-creation-can-impact-your-marketing-org\/"},{"ID":85089,"post_author":"35","post_date":"2021-06-23 09:02:43","post_date_gmt":"2021-06-23 16:02:43","post_content":"<p><em>If you've been around our content recently, you might have noticed a theme of <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>In our latest installment, hear from Jessica Best, VP of Data-Driven Marketing, and Jeff Fromm, Partner and Author, at Barkley, a <a href=\"https:\/\/www.barkleyus.com\/\" target=\"_blank\" rel=\"noopener\">full-service ad agency helping brands transcend marketing<\/a>, about how brands today can create customer experiences that make them a <a href=\"https:\/\/www.barkleyus.com\/2020\/09\/14\/the-360-degree-advantage-how-whole-brands-dominate\/\" target=\"_blank\" rel=\"noopener\">Whole Brand<\/a>.<\/p>\r\n<h3>Meet Jessica and Jeff From Barkley<\/h3>\r\n<p>Being <a href=\"https:\/\/iterable.com\/activate\/_schedule\/the-authenticity-age-what-it-means-to-be-a-mission-driven-brand\/\" target=\"_blank\" rel=\"noopener\">mission-driven<\/a> can mean many things to different people. But at its core, it means standing up for what you believe is right. Consumers today expect brands to take a stance on issues. They expect honesty and transparency, and they expect the brands they love to share the same values.<\/p>\r\n<p>In my chat with Jessica and Jeff from Barkley, we talked through what it takes to be a \"Whole Brand,\" where a brand goes beyond just marketing to be mission-driven\u2014the values are omnipresent throughout every action taken by the organization. We chatted about the importance of an emotional connection to drive <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">lifetime value<\/a>.<\/p>\r\n<p>And perhaps most importantly, we talked about ice cream.<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/lIlQe6sFK4I[\/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":"A Chat With Barkley on the Importance of Being a Whole Brand","post_excerpt":"Jessica Best and Jeff Fromm from ad agency Barkley talk about how brands today can create customer experiences that make them a Whole Brand.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"chat-with-barkley-whole-brand-dream-it-build-it-make-it-4","to_ping":"","pinged":"","post_modified":"2021-06-23 09:02:43","post_modified_gmt":"2021-06-23 16:02:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=85089","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"June 23, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":16,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_04_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Barkley\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_04_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_04_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_04_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/chat-with-barkley-whole-brand-dream-it-build-it-make-it-4\/"},{"ID":84968,"post_author":"35","post_date":"2021-06-22 10:20:01","post_date_gmt":"2021-06-22 17:20:01","post_content":"<p>Across the globe we\u2019re seeing different retail trends emerging as a result of the COVID-19 pandemic. The need for brands to undergo digital transformation combined with the emergence of new technologies has led to a boom in ecommerce.\u00a0<\/p>\r\n<p>With the second-highest population and largest economy in Europe, Germany, in particular, has become an area of focus. <a href=\"https:\/\/ecommercenews.eu\/ecommerce-in-germany-was-worth-e83-3-billion-in-2020\/#:~:text=Ecommerce%20in%20Germany%20was%20worth%2083.3%20billion%20euros%20in%202020,was%20'just'%2011.3%20percent.\" target=\"_blank\" rel=\"noopener\">In 2020, there was a 14.6% increase in the value of Germany\u2019s ecommerce<\/a>. And while Germany\u2019s ecommerce may still fall behind those of France and the UK, it\u2019s expected to grow 11% in 2021. We wanted to better understand what has fueled\u2014and will continue to fuel\u2014 that growth and how this may impact traditional retail.<\/p>\r\n<p>Our partner, <a href=\"https:\/\/retailx.com\/\" target=\"_blank\" rel=\"noopener\">RetailX<\/a>, did a deep dive into the ecommerce trends surfacing in Germany over the past year as a result of coronavirus and other factors. This article highlights some key takeaways from the report.\u00a0<\/p>\r\n<p>If you\u2019re interested in a more granular breakdown, <a href=\"https:\/\/iterable.com\/whitepaper\/retailx-germany-2021-ecommerce-region-report\/\" target=\"_blank\" rel=\"noopener\">download the full report<\/a>.<\/p>\r\n<h3>Why, How, Where?<\/h3>\r\n<h4>The Motivation Behind Clicking <del>\u201cBuy\u201d<\/del> \u201cKaufen\u201d<\/h4>\r\n<p>According to a <a href=\"https:\/\/www.statista.com\/global-consumer-survey\" target=\"_blank\" rel=\"noopener\">Statista Global Consumer Survey<\/a>, the number one reason German consumers shop online is because the product can get delivered directly to their homes (66%).<\/p>\r\n<p>Some additional reasons include:<\/p>\r\n<ul>\r\n\t<li>Because of the round-the-clock availability (62%)<\/li>\r\n\t<li>The convenience (58%)<\/li>\r\n\t<li>Cheaper [than brick-and-mortar stores] (57%)<\/li>\r\n\t<li>Larger variety of products (57%)<\/li>\r\n<\/ul>\r\n<p>Interestingly, when looking at the products that German consumers buy online, it appears they purchase more low-risk, low-price items. For example, clothing, shoes and books\/movies\/games were the top three most online-purchased categories in 2020.\u00a0\u00a0<\/p>\r\n<p>You would think that because delivery to home is a top driver for online purchases, bigger bulk items like appliances or furniture would be top of the list. However, as a result of COVID-19, many retailers had to close their physical locations and, under pressure, small businesses began to explore ecommerce for the first time, making it easier to purchase lower-priced, smaller items online.\u00a0<\/p>\r\n<p>Because of the increase in online shopping, early in the pandemic there was talk of <a href=\"https:\/\/www.dw.com\/en\/german-mps-propose-online-shopping-tax-to-save-city-centers\/a-56001395\" target=\"_blank\" rel=\"noopener\">adding a parcel tax to online purchases<\/a> and giving that additional money to brick-and-mortar stores. Shuttered storefronts, plus the fact that there was not much else to do with restrictions in place, resulted in German shoppers shifting to online shopping more than ever before.\u00a0<\/p>\r\n<p>These factors, combined with the increased safety of staying home, skyrocketed direct delivery to a top priority.<\/p>\r\n<h4>Some Categories Shifted to Ecommerce<\/h4>\r\n<p>As expected, certain shopping categories saw a larger increase in ecommerce than others. RetailX highlighted that for shopping in what would now be considered an environment that poses a high health risk, like a clothing store, there was a preference for online versus in-store.\u00a0<\/p>\r\n<p>In addition to clothing, which was the category with the largest shift to ecommerce, some other top categories included more day-to-day or lifestyle products like:<\/p>\r\n<ul>\r\n\t<li>Books<\/li>\r\n\t<li>Health products, eg, medicine<\/li>\r\n\t<li>Restaurant delivery\/takeaway<\/li>\r\n\t<li>Hygiene products, eg, hand sanitizer, toilet paper<\/li>\r\n<\/ul>\r\n<p>Of note, however, is that over 50% of shoppers stated that they did not shift to online shopping for any products or services. This could be due to the fact that almost 25% of the population is aged 55 or older. Plus, less than 23% of the population is aged 25 or younger.\u00a0<\/p>\r\n<p>Retailers need to consider that there is a higher hurdle to getting older generations to shop online. And, over time, as the adoption of ecommerce shopping increases across generations, the success of certain categories may change.\u00a0<\/p>\r\n<p>Of those who did shift to online shopping during the pandemic, it\u2019s important to understand not only why they shop online but also what they were shopping for and where.<\/p>\r\n<h4>When They Go Low, You Go Buy<\/h4>\r\n<p>There are certain categories in which shoppers seek out\u2014and highly value\u2014lower prices. What\u2019s more, there\u2019s an overlap in these low-price categories and the top ecommerce categories. The top category that shoppers look for low prices, for example, is clothing: 40% of shoppers said low price is particularly important for them in this category.<\/p>\r\n<p>Among the other preferred low-price categories for online shopping were:<\/p>\r\n<ul>\r\n\t<li>Food &amp; non-alcoholic drinks (38%)<\/li>\r\n\t<li>Detergents and cleansing products (34%)<\/li>\r\n\t<li>Shoes (34%)<\/li>\r\n\t<li>Smartphone (31%)<\/li>\r\n<\/ul>\r\n<p>In categories where there isn\u2019t a distinguishable difference between product quality in different price tiers, consumers are less likely to pay premium prices. A less expensive detergent and a more expensive organic detergent, for example, will both clean. With low correlation between price and quality, it makes sense shoppers are more likely to want lower prices for these categories.\u00a0<\/p>\r\n<p>For luxury items, however, there is often a larger gap in quality between lower price tiers and higher price tiers. In these big-ticket categories, consumers actually <a href=\"https:\/\/www.sciencedaily.com\/releases\/2019\/09\/190906104111.htm\" target=\"_blank\" rel=\"noopener\">use price to determine quality<\/a>.\u00a0<\/p>\r\n<p>The price of the items could also influence where customers are converting. For instance, shoppers are more likely to purchase lower-priced items via smartphones. In the second quarter of 2020 in the United States, <a href=\"https:\/\/www.statista.com\/statistics\/439516\/us-online-shopping-order-values-by-device\/\" target=\"_blank\" rel=\"noopener\">desktop average order value (AOV) was 44% higher than the AOV on smartphones<\/a>.<\/p>\r\n<p>All of this is to say, the German market is full of discerning consumers who prioritize quality, yes, but when hindered by pandemic restrictions, price makes more of a difference when considering products in a lower price point category. Retailers would be wise to recognize this distinction moving forward as they look to distinguish themselves from their competition.<\/p>\r\n<h4>Left to Their Own Devices<\/h4>\r\n<p>55% of German shoppers surveyed have used a smartphone to shop. Also, almost a quarter of shoppers under the age of 35 purchased goods via social media in 2020. This compares to just 17% of shoppers aged 35+.\u00a0\u00a0<\/p>\r\n<p>In addition to smartphones, shoppers turn to:<\/p>\r\n<ul>\r\n\t<li>Laptops (51%)<\/li>\r\n\t<li>Desktop PCs (36%)<\/li>\r\n\t<li>Tablets (27%)<\/li>\r\n\t<li>Smart TVs (6%)<\/li>\r\n<\/ul>\r\n<p>Given the fact that Germany is facing declining birth rates and an aging population, as RetailX points out, it\u2019s important to understand how these demographics influence shopping preferences, such as device preference, to be able to better engage with consumers.<\/p>\r\n<p>When using devices to online shop, it\u2019s common for shoppers to use multiple devices as part of their shopping journey. Brands should consider a <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing strategy<\/a> when determining how best to communicate with customers.<\/p>\r\n<h3>Retail and Ecommerce in Germany Going Forward<\/h3>\r\n<p>There\u2019s an endless realm of possibilities for the future of retail in Germany. What\u2019s becoming apparent is the importance of customer data and how that data is used. <a href=\"https:\/\/iterable.com\/blog\/from-brick-and-mortar-to-ai-how-retail-is-evolving\/\" target=\"_blank\" rel=\"noopener\">AI, for example, lends itself to multiple use cases in retail<\/a>.\u00a0<\/p>\r\n<p>Data collection has also evolved. With Google no longer supporting third-party cookies, brands have to learn how to collect <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">first- and zero-party data<\/a> directly from shoppers. Brands are expected to know each customer on an individual level and send marketing messages accordingly.<\/p>\r\n<p>There has been an evolution. Ecommerce is more prevalent than it has ever been and is only going to keep growing, giving marketers the opportunity to send personalized messages via digital channels to increase engagement with online shoppers. It\u2019s up to brands to set themselves up for success with the right technology and digital mindset to meet consumer expectations.\u00a0<\/p>\r\n<p><em>To learn how Iterable works to create a cohesive retail shopping experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> today!<\/em><\/p>","post_title":"Takeaways from RetailX\u2019s Germany Ecommerce Country Report\u00a0","post_excerpt":"RetailX did a deep dive into Germany's ecommerce trends over the past year. This article highlights some key takeaways from the report.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"takeaways-from-retailxs-germany-ecommerce-country-report","to_ping":"","pinged":"","post_modified":"2021-06-22 10:20:01","post_modified_gmt":"2021-06-22 17:20:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84968","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 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":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-NO-BTN-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Germany Ecommerce Report\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-NO-BTN-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-NO-BTN-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-NO-BTN-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-NO-BTN-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-NO-BTN-2048x1366.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-NO-BTN-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/takeaways-from-retailxs-germany-ecommerce-country-report\/"},{"ID":84924,"post_author":"35","post_date":"2021-06-21 10:36:25","post_date_gmt":"2021-06-21 17:36:25","post_content":"<p><em><span style=\"font-weight: 400;\">Transcend is the <a href=\"https:\/\/transcend.io\/\" target=\"_blank\" rel=\"noopener\">data privacy infrastructure<\/a> that makes it simple for companies to give their users control over their personal data. By making data subject requests painless for companies, Transcend is putting users everywhere in the driver\u2019s seat of their personal data.<\/span><\/em><\/p>\r\n<p><em>Read on to learn more about how automating data privacy requests increases internal efficiencies and builds trust with your audience.\u00a0<\/em><\/p>\r\n<p>Global privacy laws like General Data Protection Regulation (\u201cGDPR\u201d), California Consumer Privacy Act (\u201cCCPA\u201d) and others mean that your consumers have the right to request access to or deletion of their data. These privacy requests must be rolled across a company\u2019s entire tech stack, including through Iterable and other partners.\u00a0<\/p>\r\n<p>But it\u2019s not just about the law. Seamlessly orchestrating your data privacy operations is an essential part of ensuring that your organization is building a unified brand experience that respects user data and builds trust.\u00a0<\/p>\r\n<p>Great brands don\u2019t keep user data that they\u2019re not supposed to have anymore. And there\u2019s nothing worse than sending out a campaign email to a user who already opted-out based on their privacy preference.\u00a0<\/p>\r\n<p>To help companies address more agile data privacy operations, we recently worked with Iterable to launch an integration that fully automates user privacy requests (like access and erasure) across Iterable systems. Now companies can use the Transcend + Iterable integration to avoid manually processing data privacy requests and reduce the risk of human error.\u00a0<\/p>\r\n<p>This post will show how you can ensure that user privacy controls are managed across an entire data system in a simple and easy way, starting with channels across the Iterable platform.<\/p>\r\n<h3>Benefits of Automating Data Privacy Requests<\/h3>\r\n<p>As more consumers exercise their privacy rights, manual compliance workflows break down. The resources required to manage individual preferences across data systems with spreadsheets, ticketing systems, web-forms or docs become too much. Compliance gaps also start to emerge, including neglecting to ensure that a user privacy request is actually rolled through a partner data system like Iterable.\u00a0<\/p>\r\n<p>As a cross-channel marketing platform, Iterable enables email, mobile push, SMS, in-app notifications, web push, social, and more to work together seamlessly. Through these channels, you are optimizing the customer journey, but also collecting data in various\u2014ideally transparent to your customer\u2014ways.\u00a0<\/p>\r\n<p>The next time the legal team pings you because a user has asked to \u201caccess their data,\u201d \u201cbe deleted\u201d or \u201copt out,\u201d actions will often need to be pushed across your entire data ecosystem, including Iterable.\u00a0<\/p>\r\n<p>Rather than a multi-step sequence of emailing your Iterable rep asking them to handle querying other SaaS vendors, consolidating across internal databases, and securely returning the data to the end-user, these requests can be automatically rolled through their entire Iterable system. The API allows Transcend to go into these data sources, find an individual\u2019s data, implement an opt out or delete their data. This reduces your operational time and risk of human error, but most importantly, fills critical compliance gaps.<\/p>\r\n<p>It\u2019s simpler than you might think.<\/p>\r\n<h3>How to Integrate Transcend and Iterable<\/h3>\r\n<p>To set up the integration and increase confidence in your marketing automation:<\/p>\r\n<p>Input just one Iterable API Key on the Transcend Admin Dashboard to connect Iterable + Transcend. Then, within Transcend, specify the data actions (e.g., access, erasure, or communication opt-out) to enable on different data points (e.g., Iterable <a href=\"https:\/\/api.iterable.com\/api\/docs#users_delete_0\" target=\"_blank\" rel=\"noopener\">global profiles<\/a>, <a href=\"https:\/\/api.iterable.com\/api\/docs#events_User_events\" target=\"_blank\" rel=\"noopener\">user events<\/a>, and <a href=\"https:\/\/api.iterable.com\/api\/docs#lists_getLists\" target=\"_blank\" rel=\"noopener\">mailing lists<\/a>). This is where you can also set access controls for your entire team.<\/p>\r\n<p>Transcend will then automatically compile and operate on the data in the Iterable platform for each new privacy request you receive. This won\u2019t require any manual intervention from your team.<\/p>\r\n<p>Finally, since the integration is part of Transcend\u2019s end-to-end encryption security model, Transcend cannot see the data it's operating on in your systems. Crucially, this end-to-end encryption allows you to solve data privacy automation without inviting unnecessary risk.<\/p>\r\n<h3>How Companies Benefit From the Iterable + Transcend Integration<\/h3>\r\n<p>Companies like Opendoor, The Athletic, and Jane use Transcend + Iterable together, to ensure that their data privacy is handled across all Iterable channels.<\/p>\r\n<p>For these companies, data privacy is of the utmost importance for their customers. An enriched customer experience has proper data privacy protocols in place to make sure anyone who interacts with your brand feels comfortable and safe doing so. The Transcend + Iterable integration ensures this process is automatic and seamless for all involved.<\/p>\r\n<p><em>Ready to get seamless privacy management and improve your data control? <\/em><em>Implement the <a href=\"https:\/\/transcend.io\/integration\/iterable\" target=\"_blank\" rel=\"noopener\">Transcend integration<\/a> (<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Iterable-Transcend.pdf\" target=\"_blank\" rel=\"noopener\">free for Iterable customers<\/a>) or get an <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Iterable demo<\/a> today.<\/em><\/p>","post_title":"Reducing Data Privacy Risks With Transcend + Iterable","post_excerpt":"To help companies address more agile data privacy operations, Transcend and Iterable integrate to fully automate user privacy requests.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"reducing-data-privacy-risks-with-transcend-iterable","to_ping":"","pinged":"","post_modified":"2021-06-24 18:03:11","post_modified_gmt":"2021-06-25 01:03:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84924","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"June 21, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":4,"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\/06\/051121_Transcend_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Transcend + Iterable\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/051121_Transcend_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/051121_Transcend_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/051121_Transcend_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/reducing-data-privacy-risks-with-transcend-iterable\/"},{"ID":84807,"post_author":"79","post_date":"2021-06-17 10:43:20","post_date_gmt":"2021-06-17 17:43:20","post_content":"<p>We are in the midst of a major shift in how brands operate. With brick-and-mortar stores not allowed to let customers in, as a result of COVID-19, businesses were forced to either embrace the digital transformation or go dark.\u00a0<\/p>\r\n<p>This movement to digital has set the precedent for how customers expect to interact with brands going forward. With multiple touchpoints along the customer journey, both digital and physical, customers are becoming accustomed to consistent, cross-channel marketing approaches.<\/p>\r\n<p>As technology becomes more prevalent in the daily lives of customers\u2014and marketers\u2014brands need to adapt a digital-first mindset to undergo a full blown digital transformation. The good news: you\u2019re not in this alone.<\/p>\r\n<p>We\u2019ve put together a <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">guide<\/a> that highlights the importance of a digital-first mindset and the four phases of digital transformation to help your brand understand what a digital transformation journey may look like and how you can get started.<\/p>\r\n<p>To give you a glimpse of what you\u2019ll find in the guide. Here\u2019s a sneak peek of one section from inside.\u00a0<\/p>\r\n<h3>The Importance of a Digital-First Mindset<\/h3>\r\n<p>According to <a href=\"https:\/\/www.topdownsystems.com\/resources\/blog\/what-does-digital-first-mean-in-digital-customer-experience-management-today\" target=\"_blank\" rel=\"noopener\">Top Down Systems<\/a>, a digital-first mindset is:\u00a0<\/p>\r\n<blockquote>\r\n<p>A philosophy of content creation that calls for optimizing the design of communications for delivery via responsive digital channels (i.e., web, mobile, etc.) over the page-oriented print channel; it does not preclude print as a potential delivery channel.<\/p>\r\n<\/blockquote>\r\n<p>It may sound obvious, but it wasn\u2019t always this way\u2014especially when <a href=\"https:\/\/vimeo.com\/31507388\" target=\"_blank\" rel=\"noopener\">media companies were struggling to transition from print to online<\/a>. And the trend has only continued a decade later, with people spending more than <a href=\"https:\/\/www.fullstory.com\/blog\/digital-experience-stats\/\" target=\"_blank\" rel=\"noopener\">6.5 hours a day online<\/a>. There\u2019s no denying it any longer: a huge opportunity\u2014or need, depending on the industry\u2014exists for companies to distribute their products and services via digital means.<\/p>\r\n<p>But based on what we\u2019ve seen helping brands move from email-only marketing to cross-channel customer experiences, a massive point of contention in organizations is finding a piece of technology that marketers can use to drive high conversion rates without burdening their engineering teams.\u00a0<\/p>\r\n<p>Despite the numerous benefits of upgrading digital platforms, it can often be difficult to convince decision makers to support the change and encourage individual contributors to modify their processes and martech stack. Change can be hard.\u00a0<\/p>\r\n<p>So not only is it important to get your organization on board with a digital-first mindset, it\u2019s also crucial to understand the four phases of what a digital transformation can look like for your brand.<\/p>\r\n<h3>Building a Foundation for Digital Transformation Success<\/h3>\r\n<p>While change isn\u2019t always easy, it\u2019s vital that brands begin to weave digital channels into their marketing strategies. The end goal, of course, is to improve the customer experience. Physical channels add a unique one-to-one experience for both salespeople and customers but digital channels can as well.\u00a0<\/p>\r\n<p>These channels aren\u2019t mutually exclusive, however. A digital-first mindset does not mean sunsetting any physical locations or channels. Digital transformation means adding digital channels into the marketing mix to ensure customers are getting the best experience when interacting with your brand. Aim to build digital connections in a human world.<\/p>\r\n<p><em>To learn more about the four phases of digital transformation, <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">download the full guide<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone wp-image-84809 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_CTA-660x240-1.png\" alt=\"learn more about a digital-first mindset\" width=\"2751\" height=\"1001\" \/><\/a><\/p>\r\n<p>&nbsp;<\/p>","post_title":"The 4 Steps to A Successful Digital Transformation","post_excerpt":"This guide highlights the importance of a digital-first mindset to help brands understand what a digital transformation journey looks like.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-4-steps-to-a-successful-digital-transformation","to_ping":"","pinged":"","post_modified":"2021-06-17 10:43:20","post_modified_gmt":"2021-06-17 17:43:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84807","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 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":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDR-768x512-1-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Digital Transformation\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDR-768x512-1-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDR-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDR-768x512-1-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDR-768x512-1-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDR-768x512-1-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDR-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-4-steps-to-a-successful-digital-transformation\/"},{"ID":84808,"post_author":"47","post_date":"2021-06-16 14:06:00","post_date_gmt":"2021-06-16 21:06:00","post_content":"<p><span style=\"font-weight: 400;\">Going digital is a concept for marketers that has been in progress for years now. From email to the growing presence of ecommerce and mobile usage, the growth of digital channels has been steady\u2014and in some cases exponential.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">The pandemic served as an accelerator of these digital principles, forcing brands to reconsider the way they interact with consumers.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In the post-pandemic world, a digital transformation to the way we interact with consumers is an imperative that cannot be ignored.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide, we walk you through first how to establish a digital-first mindset\u2014an important piece of the puzzle that frequently gets overlooked in the fervor of going digital. Then we provide you with a few questions to get you started in deciding which people, processes and technologies you need to make the transformation as successful as possible.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide you\u2019ll find:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Four phases of transitioning to a digital mindset<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Questions you should ask of yourself and your team to determine the path forward<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Examples of companies successfully making the transformation to digital customer experiences<\/span><\/li>\r\n<\/ul>","post_title":"The 4 Steps to a Successful Digital Transformation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-four-steps-to-a-successful-digital-transformation","to_ping":"","pinged":"","post_modified":"2021-06-25 07:42:45","post_modified_gmt":"2021-06-25 14:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=84808","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"June 16, 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\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDER-768x512-1-1-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Four Steps to a Successful Digital Transformation\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDER-768x512-1-1-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDER-768x512-1-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDER-768x512-1-1-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDER-768x512-1-1-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDER-768x512-1-1-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BLOG-HDER-768x512-1-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/"},{"ID":84738,"post_author":"35","post_date":"2021-06-16 09:20:17","post_date_gmt":"2021-06-16 16:20:17","post_content":"<p>Well, they did it again. Much like Google with their <a href=\"https:\/\/theconversation.com\/googles-scrapping-third-party-cookies-but-invasive-targeted-advertising-will-live-on-156530#:~:text=Google%20has%20announced%20plans%20to,more%20privacy%2Dfriendly%20web%E2%80%9D.\" target=\"_blank\" rel=\"noopener\">third-party cookies announcement<\/a>, Apple continues its streak of announcements about increasing consumer privacy, making marketers hover over the panic button.\u00a0<\/p>\r\n<p>In case you missed it, at WWDC 2021, Apple announced a host of planned iOS 15 privacy updates meant to give users more control over their data. And while each of these updates is likely music to the ears of the average consumer, marketers have been left wondering just how much of an impact the new features will have on their campaigns.\u00a0<\/p>\r\n<p>We\u2019re going to dive into them here, but the biggest takeaway\u2014that is entirely worth saying upfront\u2014is that Apple\u2019s iOS 15 privacy updates will not destroy your campaigns. In fact, there are numerous possibilities to improve the success of your campaigns. (We\u2019ll explain later.)<\/p>\r\n<p>Let\u2019s get into it.<\/p>\r\n<h3>A Breakdown of Apple\u2019s iOS 15 Privacy Updates<\/h3>\r\n<p>The list of what Apple announced at WWDC 2021 is...<a href=\"https:\/\/www.theverge.com\/2021\/6\/7\/22461782\/apple-wwdc-2021-recap-biggest-announcements-ios-15-macos-monterey-ipados\" target=\"_blank\" rel=\"noopener\">quite long<\/a>. For the sake of time and efficiency, we\u2019ll get into a few of the key ones that impact marketers here. In particular, we want to go through the (potential) impacts of Mail Privacy Protection (MPP), App Privacy Report, Private Relay and Focus\u2014the last of which might not seem like it impacts marketers, but is worth discussing.\u00a0<\/p>\r\n<p>Also, one thing to keep in mind: iOS 15 is currently in beta, with a wider rollout expected some time between September and November 2021. This is why above we specify \u201cpotential\u201d impacts of these updates. Nothing is set in stone, but it\u2019s not a bad idea to be prepared for the possibilities we outline below.<\/p>\r\n<h4>Mail Privacy Protection<\/h4>\r\n<p>Mail Privacy Protection might have caused the biggest stir in the marketing world. As described <a href=\"https:\/\/www.apple.com\/newsroom\/2021\/06\/apple-advances-its-privacy-leadership-with-ios-15-ipados-15-macos-monterey-and-watchos-8\/\" target=\"_blank\" rel=\"noopener\">by Apple<\/a>, MPP \u201cstops senders from using invisible pixels to collect information about the user. The new feature helps users prevent senders from knowing when they open an email, and masks their IP address so it can\u2019t be linked to other online activity or used to determine their location.\u201d<\/p>\r\n<p>The privacy feature is only available for users of the Apple Mail app on iPhone iOS 15, iPad iOS 15 and macOS Monterey devices. Gmail app and other email app users will not be impacted. The feature is not turned on by default; it requires users to opt in when upgrading to iOS 15 on their devices through a prominently displayed notification as you see in the image below.\u00a0<\/p>\r\n<p>In practice, what this means is that all content is downloaded by Apple\u2019s Mail app by default and routed through proxy servers that randomly assign an IP address only to the geographical region you are located in. (Our friends at SparkPost found that this could be <a href=\"https:\/\/www.sparkpost.com\/blog\/impact-of-ios-15-update-on-open-tracking\/\" target=\"_blank\" rel=\"noopener\">as small as your metropolitan area<\/a> or as large as identifying you\u2019re in North America.)<\/p>\r\n\r\n[caption id=\"attachment_84754\" align=\"alignnone\" width=\"1183\"]<img class=\"size-full wp-image-84754\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/MPP-scaled.jpeg\" alt=\"iOS 15 Privacy Update\" width=\"1183\" height=\"2560\" \/> Source: Ryan Jones via <a href=\"https:\/\/twitter.com\/rjonesy\/status\/1401993816001978375\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>[\/caption]\r\n\r\n<h5>The Bottom Line for Marketers<\/h5>\r\n<p>Since <a href=\"https:\/\/www.sparkpost.com\/resources\/white-papers-guides\/email-in-2021\/\" target=\"_blank\" rel=\"noopener\">38% of all email opens and clicks<\/a> come from Apple devices using their native mail app, MPP will likely impact a substantial portion of your user base.<\/p>\r\n<p>As the content is downloaded by default, open rates will likely be inflated and the randomly-assigned IP address makes geo-targeting and retargeting across channels more difficult. That\u2019s a lot, but don\u2019t panic.<\/p>\r\n<p>Additionally, live content\u2014anything that draws context from the open like weather updates or countdown timers\u2014will become less accurate. Things like list hygiene, inbox placement, deliverability and segmentation will take hits as well, but ultimately the result could be an improvement of the customer experience.\u00a0<\/p>\r\n<p>When all is said and done, you may have to evolve the way you approach some of these traditional metrics and strategies like open rates and A\/B testing. And that\u2019s a good thing.\u00a0<\/p>\r\n<p>Now, engagement, clicks and conversions are of the utmost importance. By focusing your attention on the step beyond open rates, you\u2019re able to better understand which users are most engaged with your brand, which allows you to be more targeted in your messaging to relevant, engaged users, which allows you to improve your deliverability...etc. ad nauseum.\u00a0<\/p>\r\n<p>The first step is emphasizing <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">first- and zero-party data<\/a>. Apple\u2019s iOS 15 Privacy Updates put the customer in control of their data. Dive into relinquishing that control and let them tell you exactly how best to email them. It builds trust and transparency\u2014the two biggest adjectives related to privacy.<\/p>\r\n<h4>App Privacy Report<\/h4>\r\n<p>Apple\u2019s App Privacy Report gives users better transparency about app data and permissions. When utilized, App Privacy Report lets users request the data to see how often apps have used the permissions they previously granted\u2014such as location, photos, camera, microphone and contacts\u2014during the past 7 days.\u00a0<\/p>\r\n<p>Put simply, it gives users a view into how their data has been used by apps over the last week.<\/p>\r\n<h5>The Bottom Line for Marketers<\/h5>\r\n<p>Apple\u2019s App Privacy Report is about those valued T\u2019s above\u2014trust and transparency. While the use of this iOS 15 feature might not be as widespread as MPP, the implication for marketers is that this gives users the opportunity to hold brands accountable for how they\u2019re using data.\u00a0<\/p>\r\n<p>Data transparency should already be a priority for your team. Letting users know what to expect if they divulge their data to you is vital to building a close relationship with them. While this release doesn\u2019t give users control of their data, it does give them a peek under the hood of how your brand is operating. We\u2019d recommend not giving them a reason to be scared by what they find.<\/p>\r\n<h4>Private Relay and Hide My Email<\/h4>\r\n<p>Available to iCloud+ subscribers, Private Relay encrypts all traffic leaving a user\u2019s device, \u201cso no one <a href=\"https:\/\/www.apple.com\/newsroom\/2021\/06\/apple-advances-its-privacy-leadership-with-ios-15-ipados-15-macos-monterey-and-watchos-8\/\" target=\"_blank\" rel=\"noopener\">between the user and the website they are visiting<\/a> can access and read it, not even Apple.\u201d\u00a0\u00a0<\/p>\r\n<p>Hide My Email, an iOS 15 feature also available to iCloud+ subscribers, \u201clets users share unique, random email addresses that forward to their personal inbox anytime they wish to keep their personal email address private.\u201d This feature also makes it easier to block messages from brands.<\/p>\r\n<h5>The Bottom Line for Marketers<\/h5>\r\n<p>Private Relay continues the trend mentioned at the top of cutting out any potential third-party actors from the collection of data. First-party data is still available to your brand, so the concern here is low.\u00a0<\/p>\r\n<p>Hide My Email, on the other hand, has some implications for list hygiene as you might see a small influx of fake email addresses. But, the important thing to note here: this feature in many ways acts as the unsubscribe button would. If the user doesn\u2019t mind engaging with your brand, they will give pertinent information. If they don\u2019t want to engage with your brand, they would likely hit the unsubscribe button anyway.<\/p>\r\n<h4>Focus Mode<\/h4>\r\n<p>Focus is the feature you might not initially consider as important for marketers. Announced as a productivity feature, Focus allows users to set notification, call and message filters or auto-reply when they\u2019re not available. Think the \u201cDo Not Disturb\u201d function, but with more options.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_84760\" align=\"alignnone\" width=\"2000\"]<img class=\"size-full wp-image-84760\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/focus-mode.jpeg\" alt=\"Focus Mode iPhone \" width=\"2000\" height=\"1000\" \/> Source: <a href=\"https:\/\/9to5mac.com\/2021\/06\/09\/how-to-use-iphone-focus-mode-ios-15\/\" target=\"_blank\" rel=\"noopener\">9to5Mac<\/a>[\/caption]\r\n\r\n<p>In Focus mode, you can select the particular alerts, notifications and the specific apps you do not want disrupting you during that time period.<\/p>\r\n<p>Users are then given a summary\u2014think like a newsletter\u2014of the deferred messages. These messages do not appear chronologically, but rather are subjected to an ML-based algorithm that prioritizes media like images and visuals.<\/p>\r\n<h5>The Bottom Line for Marketers<\/h5>\r\n<p>Much like the other updates outlined above, the bottom line here is engagement. Focus mode will likely impede the delivery of push notifications if a user has selected your app to be part of the paused notifications list.<\/p>\r\n<p>The push to earn a user\u2019s engagement with your messages was already high, but now mobile marketers have to contend with a list of allowed apps chosen by the user.\u00a0<\/p>\r\n<p>The good news is that the new notification summary could help in providing...well...focus on the notifications themselves. The algorithm takes app usage and behavior patterns into account, creating a vital opportunity to get users to focus (not sorry) on your notification.\u00a0<\/p>\r\n<p>Now the incentive to drive continued engagement is even higher. Daunting, maybe, but definitely <a href=\"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/\" target=\"_blank\" rel=\"noopener\">achievable with the right messaging<\/a>.<\/p>\r\n<h3>We\u2019re Here for You<\/h3>\r\n<p>This is only the beginning. Apple\u2019s iOS 15 Privacy Updates are fresh in our minds so the possibilities\u2014both good and bad\u2014are coming fast, which can lead to some uncertainty.<\/p>\r\n<p>Ideally, we\u2019d be able to say for certain that nothing will change and everything will be wonderful. But that\u2019s not the case. Like we said above, some adapting will likely be necessary from these updates.\u00a0<\/p>\r\n<p>With that said, the changes are not bringing about anything we didn\u2019t already know. Third-party cookies were already on their way out and zero- and first-party data were on the rise. <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">Empathy<\/a> and inclusion are paramount to the customer experience. And trust is more than just a platitude, it\u2019s achievable and necessary.\u00a0<\/p>\r\n<p>No matter what Apple says, it\u2019s on marketers to find new, inventive ways to connect on a personal level with customers.<\/p>\r\n<p>That is where Iterable comes in. Whether you\u2019re already working with our amazing <a href=\"https:\/\/iterable.com\/blog\/meet-the-team-customer-success\/\" target=\"_blank\" rel=\"noopener\">Customer Success team<\/a> to find new ways to interact with your customers or just <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">scheduling a demo<\/a> to find out how to make sense of all this, we\u2019re here to help you bring your customers joy.\u00a0<\/p>\r\n<p>Don\u2019t panic. We\u2019ll get through this together.<\/p>","post_title":"What Apple\u2019s iOS 15 Privacy Updates Mean for Marketers","post_excerpt":"Apple recently announced new iOS 15 privacy updates. Let's dive into what they are and how they will impact marketers moving forward.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-apples-ios-15-privacy-updates-mean-for-marketers","to_ping":"","pinged":"","post_modified":"2021-06-16 09:20:17","post_modified_gmt":"2021-06-16 16:20:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84738","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"June 16, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":4,"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\/06\/061621_iOS-15-Privacy-Updates_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/061621_iOS-15-Privacy-Updates_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/061621_iOS-15-Privacy-Updates_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/061621_iOS-15-Privacy-Updates_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/"},{"ID":84608,"post_author":"79","post_date":"2021-06-15 07:09:42","post_date_gmt":"2021-06-15 14:09:42","post_content":"<p>\u201cChange is the only constant in life.\u201d It's a saying as old as time, but continues to ring true. This past year was no different\u2014the way we interacted with one another changed so drastically across nearly every aspect of our lives.\u00a0<\/p>\r\n<p>In particular, the pandemic changed the <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a> forever\u2014consumers across the globe dramatically shifted their expectations of what they want from brands, and as a result, customers turned to Iterable to equip them with the right tools to adapt and exceed these expectations.<\/p>\r\n<p>It's in the midst of this change that Iterable\u2019s growth mindset, one of our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">core values<\/a>, truly shines. I'm continually blown away by how our resilient, innovative and creative community consistently delivers on our shared mission\u2014to connect people to the products that bring them joy\u2014even as the world evolves.<\/p>\r\n<p>I\u2019m thrilled to announce another major milestone: that we have completed a $200 million Series E funding round, which values Iterable at $2 billion. This investment will help to accelerate our work empowering brands to create personalized, <a href=\"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/\" target=\"_blank\" rel=\"noopener\">empathy-driven customer experiences<\/a> at scale, support the continued growth of our global footprint and fuel our innate passion for innovation.<\/p>\r\n<h3>Partnering for Growth<\/h3>\r\n<p>The new funding round includes participation from new investors Silver Lake, Adams Street Partners, Glynn Capital and DTCP. Iterable\u2019s existing investors CRV, Viking Global Investors, Blue Cloud Ventures and Capital One Ventures also participated in this round. With the support of these partners, we are continuing our journey of sustainable growth in North America, the U.K. and beyond, and accelerating our disruption of the marketing automation market that Forrester Research forecasts as surpassing <a href=\"https:\/\/go.forrester.com\/blogs\/global-marketing-automation-spending-will-reach-25-billion-by-2023\/\" target=\"_blank\" rel=\"noopener\">$25 billion in global spending by 2023<\/a>.<\/p>\r\n<h3>Our Momentum<\/h3>\r\n<p>So much has happened since I co-founded Iterable back in 2013. We've evolved from a small group of engineers in San Francisco to a team of over 450 Iterators working across hubs in San Francisco, New York, Denver and London, and connecting from many other cities and towns from around the world, but powered by a singular vision.<\/p>\r\n<p>In the last year alone, our workforce grew by 115%\u2014a testament to our passionate culture, powerful platform and vibrant, supportive community. As we chart a path to a post-COVID world, we\u2019re rethinking traditional workplace planning and looking to strengthen belonging, innovation, productivity and happiness, whether it\u2019s in an office, from home or a hybrid of the two.<\/p>\r\n<p>This distributed and empathetic workforce will better support our rapidly expanding customer base, which currently spans more than 30 countries. In the past year alone, our European customer base increased by a remarkable 270%. Our priority is to make our customers the heroes of their own journeys, by making <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">memorable experiences<\/a> for their global audiences.<\/p>\r\n<p>I\u2019m also amazed by the holistic impact of our platform, which helps power conversations with more than 3 billion people around the world, every day. Through our growth, we remain a values-driven company on a mission to empower brands to make a difference with their marketing by reimagining the customer experience.<\/p>\r\n<h3>Helping Our Customers Embrace Change<\/h3>\r\n<p>Pandemic circumstances put customers in even greater control of their interactions with businesses; heightened online traffic, greater data privacy regulations and increased social and political tensions radically reworked the customer-brand dynamic. Today\u2019s customers now expect brands to understand and empathize with them in order to deliver individualized and authentic experiences.<\/p>\r\n<p>It\u2019s why products and price are no longer the primary competitive differentiators they once were\u2014now it's customer experience. As businesses enhance the customer experience, they connect with their customers in more meaningful and profound ways, fostering the creation of long-term relationships. We're committed to building a platform and partner ecosystem that empowers our customers to overcome their greatest challenges and adapt to changing market conditions with ease. Powered by Iterable, our customers are able to quickly respond to their audience\u2019s changing needs, automate routine tasks and maximize campaign engagement. As a result, they can worry less about keeping pace with changing consumer expectations and focus instead on building the best, most authentic customer experience with confidence.<\/p>\r\n<p>Let me give you one example. <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, the leading app for sleep and meditation, and a long-time Iterable customer, realizes our shared vision of customer connection by delivering meaningful, individualized experiences to their users. While Calm has seen continual growth since its founding in 2012, Sue Cho, Head of Lifecycle Marketing, knew the company needed a deeper, more unified view of its customers to drive sustainable growth and retention. Leaning on Iterable\u2019s cross-channel customer journeys, insights and analytics, the Calm team gained a <a href=\"https:\/\/iterable.com\/customers\/calm-3\/\" target=\"_blank\" rel=\"noopener\">much deeper understanding of customer behavior<\/a>, and was able to build a martech stack that continues to scale with their meteoric growth. Iterable\u2019s focus has always been and will continue to be on delivering exceptional long-term value to our customers.<\/p>\r\n<h3>The Next Step<\/h3>\r\n<p>Over the past year, we, like nearly every company, were challenged to navigate a world of unprecedented adversity. Though we shared hardships, we were also given the opportunity to redefine where we wanted to grow, what value we could unlock, what we envisioned for the future of tech and what we needed to bring to our business to accomplish our goals.\u00a0<\/p>\r\n<p>In the face of change, we achieved this milestone by staying true to our vision and values.\u00a0 Thank you to our employees, customers, partners, investors and friends for your support and collaboration. We're all stakeholders in the well-being of the company and that's what makes the journey of turning our mission into a reality so exciting and our proposition for the future so powerful.<\/p>","post_title":"Our Next Chapter: Series E Funding Announcement","post_excerpt":"Iterable completed a $200 million Series E funding round which will accelerate our work empowering empathy-driven customer experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"our-next-chapter-series-e-funding-announcement","to_ping":"","pinged":"","post_modified":"2021-06-15 12:56:05","post_modified_gmt":"2021-06-15 19:56:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84608","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 15, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/061521_Series-E-Funding-Announcement_768x512_v2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Series E Announcement\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/061521_Series-E-Funding-Announcement_768x512_v2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/061521_Series-E-Funding-Announcement_768x512_v2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/061521_Series-E-Funding-Announcement_768x512_v2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/our-next-chapter-series-e-funding-announcement\/"},{"ID":84514,"post_author":"74","post_date":"2021-06-10 08:18:36","post_date_gmt":"2021-06-10 15:18:36","post_content":"<p>2020 brought a lot of change and accelerated digital transformation initiatives for Ecommerce businesses across Europe, especially in Germany. You may be wondering how to adapt your marketing in Germany today. If that\u2019s the case read the \u201cGermany 2021 Ecommerce Region Report\u201d by RetailX and Iterable. It deep dives into the latest Ecommerce trends and uncovers key consumer insights you need to know to be successful in the region.<\/p>\r\n<p>If you market to customers in Germany or you are looking to expand into this region, explore our research to learn how to leverage these insights in your marketing strategy for 2021 and beyond.<\/p>\r\n<p><strong>Download this free report and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>German Ecommerce Trends for 2021 and beyond<\/li>\r\n\t<li>The impact the Pandemic has had on the German market<\/li>\r\n\t<li>The importance of investing in digital channels<\/li>\r\n<\/ul>","post_title":"RetailX Germany 2021 Ecommerce Region Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"retailx-germany-2021-ecommerce-region-report","to_ping":"","pinged":"","post_modified":"2021-06-15 10:50:52","post_modified_gmt":"2021-06-15 17:50:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=84514","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"June 10, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/INTERNET-RETAILING-ADS_LANDING-PAGE-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/retailx-germany-2021-ecommerce-region-report\/"},{"ID":84396,"post_author":"35","post_date":"2021-06-09 11:30:58","post_date_gmt":"2021-06-09 18:30:58","post_content":"<p><em>If you've been around our content recently, you might have noticed a theme of <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.\u00a0<\/em><\/p>\r\n<p><em>The customer experience goes beyond the moment of purchase, and the guests I chat with show how granular and personalized you can truly get when focusing on the right things. We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>In our latest installment, hear from Loren Elia, Director of Product Marketing, and Meli Musson, Lifecycle Marketing Manager, at HoneyBook, a <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">client management software for small businesses<\/a>, about how they pivoted during the pandemic to help a host of new entrepreneurs achieve their business dreams.<\/p>\r\n<h3>Meet Loren and Meli From HoneyBook<\/h3>\r\n<p>In the first few months of the pandemic\u2014and <a href=\"https:\/\/time.com\/5895669\/pandemic-layoffs\/\" target=\"_blank\" rel=\"noopener\">even into October 2020<\/a>\u2014layoffs were rampant across the U.S. With these layoffs, thousands of people were left wondering what to do next. For many, the combination of more time and lockdown restrictions limiting movement meant an opportunity to dive into their passions. Enter: thousands of small businesses and \"<a href=\"https:\/\/www.entrepreneur.com\/article\/245766\" target=\"_blank\" rel=\"noopener\">solopreneurs<\/a>.\"\u00a0<\/p>\r\n<p>HoneyBook, which helps small businesses and solopreneurs manage their businesses, took quick action, pivoting their strategies and overall mindset to adapt and reach a whole new audience. In our chat, Loren and Meli walked me through exactly what it meant for HoneyBook to change course at breakneck speed, how they maintained close relationships with these new customers and\u2014perhaps most importantly\u2014how they kept those relationships amidst <a href=\"https:\/\/techcrunch.com\/2021\/05\/04\/honeybook-raises-155m-at-1b-valuation-to-help-smbs-freelancers-manage-their-businesses\/?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAFBfga9P5A-Zmxul9UjYmGK83SgvONZjHXbCsl9FVTqjD7bMhbRZemjWXE-yMfqvQ9HK9fqqsLvTf8wTp87uF00jZDo5xf3ANUJ6w0LDgSMcn5lfIyWI1x-xX8IltmiqcXHR-VsZaMbyRYrUcSUKky_gSdNqyEDEU9WatwLn0KoV\" target=\"_blank\" rel=\"noopener\">massive growth<\/a>.<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/youtu.be\/1RpwCM5-1iQ[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How HoneyBook Empowers Solopreneurs for Sustained Growth","post_excerpt":"Loren Elia and Meli Musson from HoneyBook chat about how they pivoted during the pandemic to help an influx of customers succeed and grow.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"honeybook-solopreneurs-sustained-growth-dream-it-build-it-make-it","to_ping":"","pinged":"","post_modified":"2021-06-09 11:37:43","post_modified_gmt":"2021-06-09 18:37:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84396","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"June 09, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":16,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM HoneyBook\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/honeybook-solopreneurs-sustained-growth-dream-it-build-it-make-it\/"},{"ID":84372,"post_author":"79","post_date":"2021-06-09 09:26:03","post_date_gmt":"2021-06-09 16:26:03","post_content":"<p><em>Inkit is a Reach Enablement Platform (REP) built for teams that recognize the value and importance of reaching and engaging with customers.\u00a0We provide teams with technology and tooling that can be quickly embedded into existing infrastructure to autocomplete and verify customer addresses, deliver automated and personalized campaigns, and render paperless documents at scale. Our mission is to help the world's best businesses reach their customers.<\/em><\/p>\r\n<p><em>Read on for the CEO and Co-Founder of Inkit, Michael McCarthy\u2019s, guest contribution to the Iterable blog, and to learn his perspectives on the digital transformation from paper to paperless.<\/em><\/p>\r\n<p>Going from paper to paperless has a substantial impact on businesses. Companies that abandon paper documents and file cabinets in favor of digital documents optimize their internal processes and cut expenses.<\/p>\r\n<p>Little do they know that apart from business optimization, digital transformation revolutionizes customer communications as well. As companies go online and the competition for customers becomes more severe, customer engagement gets more and more demanding. Only those that offer smooth customer experiences and customer journeys through multiple marketing channels win.<\/p>\r\n<p>To become one of them, you need to find the balance between offline and online customer experience in the age of digital transformation. Here are the best tips to balance paper and paperless with the Inkit and Iterable integration.<\/p>\r\n<h3>What Is Digital Transformation?<\/h3>\r\n<p><strong>Digital transformation<\/strong> is the adoption of digital technologies intended for transforming approaches to services and business. Outdated methods are left behind and substituted with more agile, efficient and software-based processes.\u00a0<\/p>\r\n<p>Digital transformation is a complex process consisting of many aspects and the <a href=\"https:\/\/www.inkit.com\/blog\/reasons-to-go-paperless-office?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">transition from paper to paperless<\/a> is only one of them. In addition to document digitization, digital transformation is also about digital filing, document management systems, artificial intelligence, marketing automation and other aspects of your business that impact the bottom line.<\/p>\r\n<h3>The Impact of Digital Transformation and Paperless Trends on Customer Experience<\/h3>\r\n<p>Not so long ago, the customer experience was mainly shaped by offline interactions. Today, some of the best customer journeys happen entirely online. Although such a transition from offline and paper to online and paperless simplifies marketing, companies are also missing out on effective offline channels, like <a href=\"https:\/\/iterable.com\/blog\/direct-mail-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">direct mail<\/a> and word-of-mouth.<\/p>\r\n<p>With fewer channels and fewer resources to attract customers, it becomes a challenge to compete in an oversaturated digital marketing field. Since all companies focus on the same marketing channels, it\u2019s hard to provide a unique customer experience. Because of online marketing abundance, consumers can afford to be picky. They develop banner blindness, become prone to ignore advertising emails, and get tired of similar online promotions.<\/p>\r\n<p>It\u2019s actually better to combine offline and online customer experiences in cross-channel campaigns to get the most of the new-age marketing. You don\u2019t need to switch from paper to paperless entirely, but you should run personalized cross-channel campaigns that develop a great customer experience, competitive advantage and customer loyalty.<\/p>\r\n<h3>Tips on How to Balance Paper and Paperless Customer Experiences<\/h3>\r\n<p>There is no universal recipe for combining paper and paperless customer experiences. Each company needs to find a good customer experience that fits its target audience. Still, some proven methods work for everyone and can regularly pay off.<\/p>\r\n<h4>#1. Research and segment your target audience for personalized content<\/h4>\r\n<p>People respond differently to varying communication channels. That\u2019s why you should remember customer experience preferences in the course of digital transformation and regularly check if they\u2019ve changed.<\/p>\r\n<p>For example, <a href=\"https:\/\/dma.org.uk\/article\/correlation-between-age-and-direct-mail-interaction\" target=\"_blank\" rel=\"noopener\">64% of the 55+ generation perceives<\/a> the information delivered by mail as easy to process. Among the 18-34 group, only 52% think so. At the same time, the direct mail response rates are equal among all age groups. This means that you don\u2019t necessarily need to focus on online channels to reach younger generations. It\u2019s enough to target direct mail better and make it customer-centric.<\/p>\r\n<p>Similar research should help you understand the expectation of your target audience and balance paper to paperless transition.<\/p>\r\n<h4>#2. Implement marketing automation software for a cross-channel CX strategy<\/h4>\r\n<p>You won\u2019t be able to build a decent customer experience strategy without digital tools. Pick the software that covers multiple channels of communication and personalizes customer interactions based on triggers. In particular, <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a> allows you to align email, SMS, mobile push, in-app, web push, social and other customer experiences. When connected with <a href=\"https:\/\/www.inkit.com?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">Inkit<\/a>, you can also power the experience with customized direct mail to combine online and offline channels.<\/p>\r\n<h4>#3. Use document rendering solutions for the flexible paper to paperless transition<\/h4>\r\n<p>For the paper to paperless transition, you need rendering software. <a href=\"https:\/\/www.inkit.com\/products\/pdf-renderer?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">Rendering tools<\/a> convert HTML to PDF files, automatically store them for record-keeping, and deliver online or offline. Why is it important? PDF rendering allows you to create files you can send via any channel. Apart from official communications like invoices or bills, these are also postcards, leaflets and other marketing materials. The mode of communication will depend on what customers face during their unique customer journey.<\/p>\r\n<h4>#4. A\/B test to learn when digital transformation is effective and when to use traditional approaches<\/h4>\r\n<p>Once you have ideas for cross-channel marketing campaigns, don\u2019t forget to test them. Iterable offers handy <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/207882603-Understanding-A-B-Testing-Analytics\" target=\"_blank\" rel=\"noopener\">A\/B testing functionality<\/a> you can use to learn open rate, clicks, revenue, number of purchases, improvements and other metrics. If you haven\u2019t adopted a marketing platform yet, you can manually divide a part of your target audience into two groups to check the response to different marketing tactics. This will help you see the effectiveness of paper customer experiences and paperless interactions to know when to use each of them.<\/p>\r\n<h3>Inkit and Iterable Integration to Transform Customer Experience<\/h3>\r\n<p>By integrating <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a> with <a href=\"https:\/\/www.inkit.com?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">Inkit<\/a>, you can manage online and offline experiences by implementing these tips and more.<\/p>\r\n<p>When you connect these tools through an API, you complement Iterable\u2019s digital marketing functionality with Inkit\u2019s offline marketing features like <a href=\"https:\/\/www.inkit.com\/products\/pdf-renderer?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">HTML to PDF rendering<\/a>, <a href=\"https:\/\/www.inkit.com\/products\/verify?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">address verification<\/a> and <a href=\"https:\/\/www.inkit.com\/products\/send?utm_source=iterable-blog\" target=\"_blank\" rel=\"noopener\">personalized mail delivery capabilities<\/a>. Thanks to trigger-based marketing automation in both tools, the software automatically tailors customer experiences based on real-time interactions.<\/p>\r\n<p>That way, your customers receive consistent, seamless offline and online experiences, bringing them back to your brand over and over again.<\/p>\r\n<p>Get detailed instructions on <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360018068492-Integrating-Inkit-with-Iterable-\" target=\"_blank\" rel=\"noopener\">how to integrate<\/a> Iterable and Inkit or use <a href=\"https:\/\/iterable.com\/support\/\" target=\"_blank\" rel=\"noopener\">customer support<\/a> for help.<\/p>","post_title":"The Digital Transformation: Going From Paper to Paperless","post_excerpt":"Paper to paperless transition is a part of digital transformation. Get tips on how to balance offline and online customer experiences right","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"digital-transformation-going-from-paper-to-paperless","to_ping":"","pinged":"","post_modified":"2021-06-09 09:26:03","post_modified_gmt":"2021-06-09 16:26:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84372","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Digital Transformation Balancing Digital and Paper\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Digital-Transformation-Balancing-Digital-and-Paper-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/digital-transformation-going-from-paper-to-paperless\/"},{"ID":84292,"post_author":"67","post_date":"2021-06-03 13:24:31","post_date_gmt":"2021-06-03 20:24:31","post_content":"<p><span style=\"font-weight: 400;\">Your brand is under constant pressure to stand out in a sea of messages that bombard your customers 24\/7 \u2014 figuring out how to reach them with a message that matters can be a daunting task, but don\u2019t fear!\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this webinar, we\u2019ll show you how to meet the challenges of delivering a great customer experience across all your customers\u2019 preferred communication channels.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We\u2019ll explore the four elements of personalization and demonstrate how the smart use of a cross-channel marketing platform can help your brand achieve long-lasting relationships with your customers.\u00a0<\/span><\/p>\r\n<p><strong>Come away with:\u00a0<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Key components to building authentic and trusting relationships with your customers<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Steps for creating meaningful customer experiences that boost brand awareness and positive brand sentiment<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ideas and tips to foster loyalty with personalized and relevant messaging<\/span><\/li>\r\n<\/ul>","post_title":"Personalization For Dummies","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-for-dummies","to_ping":"","pinged":"","post_modified":"2021-06-30 12:28:32","post_modified_gmt":"2021-06-30 19:28:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=84292","menu_order":4,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 03, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization For Dummies Webinar\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_Personalization-For-Dummies-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/personalization-for-dummies\/"},{"ID":84214,"post_author":"79","post_date":"2021-06-03 09:42:35","post_date_gmt":"2021-06-03 16:42:35","post_content":"<p>The rainbows are coming! The rainbows are coming!<\/p>\r\n<p>And they will be everywhere this June as the symbol of <a href=\"https:\/\/www.loc.gov\/lgbt-pride-month\/about\/\" target=\"_blank\" rel=\"noopener\">Pride Month<\/a>, which celebrates LGBTQIA+ dignity, self-respect and value.<\/p>\r\n<p>Marketing has taken up the cause\u2014in one way or another\u2014to recognize the growing influence and financial impact that lesbian, gay, bisexual, trans, queer and intersex and other nonbinary people wield today.<\/p>\r\n<p>At one time, it would have been noteworthy enough for a brand to just make passing references to allyship with the LGBTQIA+ community in its public messaging. But today, brands need to do more than add rainbow-colored hearts to their logos or social media posts to show true alliance with a community.<\/p>\r\n<p>Email gives you a direct channel to your customers to show you care about them, to show how you support the cause and what they can do to participate; it also gives you a way to show allyship all year long.<\/p>\r\n<h3>The Cost of Staying Quiet<\/h3>\r\n<p>Staying quiet can cost more\u2014both in the marketplace and among employees\u2014than speaking up. It can show significant audiences that you're not interested in them and their situations. It can cut you off from consumers who are looking specifically for these shows of support.<\/p>\r\n<p>In the <a href=\"https:\/\/www.edelman.com\/trust\/2021-trust-barometer\" target=\"_blank\" rel=\"noopener\">2021 Edelman Trust Barometer<\/a>, 86% of respondents say they expect CEOs to speak up on societal issues and 68% say CEOs should step in to fix social issues when the government does not.<\/p>\r\n<p>Plus, as we've shown with other cause marketing (<a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a>, <a href=\"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a>, <a href=\"https:\/\/iterable.com\/blog\/aapi-heritage-month-become-an-ally-with-email-marketing\/\" target=\"_blank\" rel=\"noopener\">Asian American and Pacific Islander Month<\/a>), consumers expect business leaders to step up, especially when the government and other institutions don't.<\/p>\r\n<p>\"The heightened expectations of business bring CEOs new demands to focus on societal engagement with the same rigor, thoughtfulness, and energy used to deliver on profits,\" Edelman said in its report.<\/p>\r\n<h3>7 Strategies (and Emails) for Pride Month Messaging<\/h3>\r\n<p>Supporting Pride is not just about sending a single campaign and then moving on to the next message. It's a commitment, not a marketing moment.<\/p>\r\n<p>Here, we outline seven ways brands are incorporating their allyship into their email campaigns. And while we are only highlighting email, it\u2019s important to note that in order to avoid making your support a marketing moment, you should always be creating a cohesive experience that incorporates all channels.<\/p>\r\n<p>Make sure your entire marketing strategy, not just a singular email or statement, reflects your stance.<\/p>\r\n<h4>1. Pride is about more than being gay.<\/h4>\r\n<p>To quote a recent GLAAD statement: \u201c<a href=\"https:\/\/www.glaad.org\/blog\/glaad-statement-black-lives-matter\" target=\"_blank\" rel=\"noopener\">There can be no Pride if it is not intersectional<\/a>.\u201d The rainbow of sexual and gender identities that gather under the Pride name tells you that it's more than being gay or lesbian\u2014it\u2019s about the acknowledgement and celebration of all races, genders, classes, physical advantages and sexual orientations! If your Pride messaging doesn\u2019t include the acknowledgment of other marginalized communities, it\u2019s considered <a href=\"https:\/\/yaledailynews.com\/blog\/2020\/11\/12\/the-blurred-lines-between-genuine-allyship-and-performative-activism\/\" target=\"_blank\" rel=\"noopener\">performative activism<\/a> (and the LGBTQIA+ movement doesn't need more performative allies).<\/p>\r\n<p>This email from <a href=\"https:\/\/www.levi.com\/global\" target=\"_blank\" rel=\"noopener\">Levi's<\/a> captures the current focus on pronouns\u2014indicating the brand acknowledges everyone's choice in how they self-identify. It begins with the subject line: \"All pronouns. All love\" and the preheader: \"Pride 2021 is here and all are welcome.\"<\/p>\r\n\r\n[caption id=\"attachment_84250\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84250\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/screencapture-mailcharts-emails-1dffd651-4c93-54a2-6dea-f8f6c345ac43-2021-06-02-11_43_22-edit.png\" alt=\"Levi's Pride Month Email\" width=\"1286\" height=\"8537\" \/> <em>A Pride message can deliver extra impact when you intentionally show respect for all sexual and gender identities. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/1dffd651-4c93-54a2-6dea-f8f6c345ac43\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>2. Be clear about what your company is doing to support the Pride community.<\/h4>\r\n<p>As with other cause marketing, people will be quick to call you out if your messages are seen as \"cashing in\" on the front end but not supporting the cause on the back end, such as buying from LGBTQIA+ suppliers, employing community members and supporting public policy and legislation that benefits the community.<\/p>\r\n<p>Your messages should reflect what's happening in society today. You can't just repeat the same content year after year. That doesn't make community members feel heard.<\/p>\r\n<p>That's what makes this <a href=\"https:\/\/prose.com\/\" target=\"_blank\" rel=\"noopener\">Prose<\/a> email stand out. It was sent in June 2020 when racial tensions were running high. It incorporates messaging for both without diluting the impact of either stance.<\/p>\r\n\r\n[caption id=\"attachment_84254\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84254\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Prose-Pride-Email.png\" alt=\"Prose Pride Email\" width=\"1286\" height=\"3625\" \/> <em>This Prose email also invites its customers in to help out\u2014speaking to a wider audience without neglecting the communities in the message. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/05df8632-affc-8ff1-219c-b484e3665ab7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>3. Make it a month-long campaign.<\/h4>\r\n<p>Being an ally is not a one-month-a-year type of thing. It doesn\u2019t work that way and it feels disingenuous to only feature the LGBTQIA+ community once a year. <a href=\"https:\/\/www.lovepopcards.com\/\" target=\"_blank\" rel=\"noopener\">Lovepop<\/a> comes back to the Pride theme later in the year with a campaign tied to LGBTQ History Month in October. Besides providing another campaign theme to stand out in the run-up to Halloween and Black Friday, it gives your brand a second opportunity to send a themed support message.<\/p>\r\n\r\n[caption id=\"attachment_84258\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84258\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Lovepop-Pride-Email-1.png\" alt=\"Lovepop Pride Email\" width=\"1286\" height=\"5289\" \/> <em>An email sent during LGBTQ History Month can focus more on history and community than on allyship or support. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/deb3c125-1b82-df69-0195-0166fd351791\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>4. Focus on value along with support.<\/h4>\r\n<p>What can your brand add to the conversation beyond a supportive message? Using company resources to support initiatives and charities like the Trevor Project is another. But if your budget is stretched thin, or you want to show more active support, find ways to marshal your company's resources for community members.<\/p>\r\n<p>That's what <a href=\"https:\/\/www.talkspace.com\/\" target=\"_blank\" rel=\"noopener\">Talkspace<\/a> does in this email, sent several days into July after Pride Month was over. The subject line is the first clue: \"Pride doesn't have to end in June \ud83c\udff3\ufe0f\u200d\ud83c\udf08.\" As a provider of online therapy services, Talkspace doesn't send typical promotional messages like ecommerce or B2C brands. Instead, it shares resources that speak to both Pride community members and their families and allies.<\/p>\r\n\r\n[caption id=\"attachment_84262\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84262\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Talkspace-Pride-Month-Email.png\" alt=\"Talkspace Pride Month Email\" width=\"1286\" height=\"3735\" \/> <em>Talkspace\u2019s email, which went out to a broad audience, combined two messages in one: one for the LGBTQIA+ community and another to others who want to learn how to be allies. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/3d6f1f16-a47e-6004-6d1d-6614ff96fdd8\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>5. Make Pride messaging as inclusive as possible.<\/h4>\r\n<p>Pride messaging often reflects brand-standard imagery: handsome men, pretty women, lack of racial diversity\u2014all images that don't push the brand image beyond the regular personas.<\/p>\r\n<p>But to help your messages resonate with a wider audience, look at intersectionality, such as being gay and black or plus-size and trans. There's a wide spectrum of experiences under the Pride banner.<\/p>\r\n<p>You can also bring together the various causes you support your Pride messaging, as <a href=\"https:\/\/www.brilliantearth.com\/\" target=\"_blank\" rel=\"noopener\">Brilliant Earth<\/a> does in a Pride-focused email that includes a direct appeal to Black-owned wedding businesses.<\/p>\r\n\r\n[caption id=\"attachment_84266\" align=\"alignnone\" width=\"1286\"]<img class=\"size-full wp-image-84266\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Brilliant-Earth-Pride-Email-1.png\" alt=\"Brilliant Earth Pride Email\" width=\"1286\" height=\"3907\" \/> <em>Your Pride campaign can show people of all identities that there's room for them as well. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/d8f7f308-f52d-d62a-30a8-bdfd65d2698b\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>6. Make Pride messaging a part of every campaign<\/h4>\r\n<p>We mentioned earlier that Pride doesn't end when Pride Month ends. If you changed your messaging\u2014especially the people you chose for your images\u2014for Pride-related emails, can you keep that going and make it a part of your regular email content?<\/p>\r\n<p>Look at the email below for Zola. Pretty nice for Pride Month messaging, right? It doesn't focus on using same-gender couples in its imagery; it's just part of the regular message. Surprise\u2014it was sent in November! But we like how it normalizes non-heterosexual couples. Look for opportunities to continue this kind of messaging all year long.<\/p>\r\n\r\n[caption id=\"attachment_84278\" align=\"alignnone\" width=\"1286\"]<img class=\"wp-image-84278 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Zola-Pride-Email-2.png\" alt=\"Zola Pride Email\" width=\"1286\" height=\"2596\" \/> <em>There's actually lots to love in this email. The animated GIF, user tips and benefit-focused copy makes this tops for engagement\u2014and not the kind that comes with a ring. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/6ac1c0fd-fc9a-80ae-e4fc-3b3c92fdc5a7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>. <\/em>[\/caption]\r\n\r\n<h4>7. You can create a captivating Pride message no matter what you sell.<\/h4>\r\n<p>If you've ever been to a Pride event, you know the costumes rule, and not just the human ones. Petco gets this and came up with a fun campaign that also normalizes Pride events (subject line: \"Is your pet ready for Pride? \ud83c\udf08\ud83d\udc3e.\"<\/p>\r\n\r\n[caption id=\"attachment_84286\" align=\"alignnone\" width=\"1286\"]<img class=\"wp-image-84286 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/Petco-Pride-Month-1.png\" alt=\"Petco Pride Month\" width=\"1286\" height=\"2410\" \/> <em>Another bonus: This email is for everyone, whether you're planning for a critter costume parade or just looking for something fun for your own furry friends. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/9a64d833-43ae-3c21-d5b1-4ab90e8007fd\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h3>What Pride Month Means for Iterable<\/h3>\r\n<p>At Iterable, we\u2019ve made sure that Pride isn\u2019t limited to June.<\/p>\r\n<p>\u201cPride is something we focus on in the month of June, yes, but we\u2019re gay 365 days a year,\u201d says Jeffrey Marquez, Customer Success Enablement Manager and co-leader of Iterable\u2019s Pride Affinity Group leader. \u201cLeading the Pride Affinity Group has helped create a safe space for queer employees year-round. I\u2019m hopeful that we\u2019ll live in a world where we\u2019re surrounded by inclusive spaces in the workplace and inclusive images in our inbox.\u201d<\/p>\r\n<p>Pervasive bias is something many businesses can overlook or neglect. At Iterable, we\u2019re committed to implementing programs\u2014like our employee-led Affinity Groups\u2014to tackle pervasive bias and create opportunities to highlight underrepresented communities.<\/p>\r\n<p>This month, our Pride Affinity group, led by Jeffrey and Senior Software Engineer, Zach Power, will be celebrating Pride Month by hosting a virtual Queer Vaudeville Show and an MTV-style virtual concert featuring Queer music creators from within the company!<\/p>\r\n<p>For the second year in a row, our recruiting team is also partnering with <a href=\"https:\/\/lesbianswhotech.org\/pridesummit2021\/\" target=\"_blank\" rel=\"noopener\">Lesbians Who Tech<\/a> to sponsor Pride Summit 2021 on June 25th and 26th.<\/p>\r\n<p><em>These are just a few of the events we\u2019re hosting in June. Stay tuned here and on our social channels\u2014like <a href=\"https:\/\/twitter.com\/iterable\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> and <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/mycompany\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>\u2014for more Pride events and inspiration throughout the year!<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Beyond the Rainbow: Showing Your True Colors as a Pride Ally","post_excerpt":"For Pride, brands need to do more than add rainbow-colored hearts to their logos or social media posts to show true alliance with a community.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"beyond-the-rainbow-showing-your-true-colors-as-a-pride-ally","to_ping":"","pinged":"","post_modified":"2021-06-03 11:32:57","post_modified_gmt":"2021-06-03 18:32:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84214","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 03, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/060321_Pride_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pride featured image\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/060321_Pride_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/060321_Pride_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/060321_Pride_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/beyond-the-rainbow-showing-your-true-colors-as-a-pride-ally\/"},{"ID":84102,"post_author":"79","post_date":"2021-06-02 09:08:38","post_date_gmt":"2021-06-02 16:08:38","post_content":"<p>Over time, retail has evolved from just a basic exchange of goods to focus on the customer experience. The priority is no longer just a one-time swapping of products for money, it\u2019s ensuring that the customer will come back for follow-up purchases and interactions, increasing <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">customer lifetime value (LTV)<\/a>.\u00a0<\/p>\r\n<p>Not only have retail goals shifted, platforms have shifted as well. Retail used to be about brick-and-mortar stores. Companies had to have a physical location to sell their wares. This is no longer the case. With the advent\u2014<a href=\"https:\/\/www.digitalcommerce360.com\/article\/quarterly-online-sales\/\" target=\"_blank\" rel=\"noopener\">and increasing presence<\/a>\u2014of ecommerce, brands can sell their products online and, as a result, reach more customers than ever.\u00a0<\/p>\r\n<p>Today, creating one-on-one relationships with a vast customer base involves blending learnings from existing brick-and-mortar locations with data from digital channels to develop a deep understanding of how each customer feels about and engages with your brand. Recently, artificial intelligence (AI) has been introduced to customer data collection processes to better understand customer sentiments as well as tailor content for specific needs.\u00a0<\/p>\r\n<p>What caused this technology boom? How does AI work to gather this information?\u00a0<\/p>\r\n<p>Let\u2019s get into it.\u00a0<\/p>\r\n<h3>How the Pandemic <del>Forced<\/del> Encouraged a Digital Transformation<\/h3>\r\n<p>With COVID-19 requiring businesses to shut their doors and customers to stay home, brands had to find ways, outside of their physical stores, to interact with customers. <a href=\"https:\/\/www.mckinsey.com\/business-functions\/strategy-and-corporate-finance\/our-insights\/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever\" target=\"_blank\" rel=\"noopener\">Digital channels became a higher priority<\/a> because there was no other option. In order to compete, businesses had to adapt.\u00a0<\/p>\r\n<p>On top of being physically distanced from shopping in-store, customers were also dealing with an onslaught of new emotions. Panic and anxiety set in as the pandemic spread. So, in addition to being pushed to use new channels, <a href=\"https:\/\/iterable.com\/blog\/post-pandemic-marketing\/\" target=\"_blank\" rel=\"noopener\">brands had to strike a delicate balance<\/a> between traditional marketing messaging and being sensitive to a variety of new, heightened customer emotions.\u00a0<\/p>\r\n<p>As a result of these intensified customer emotions and sped-up timelines for digital adoption, new technologies are being introduced to further increase the benefits from digital data collection. AI is being implemented to extract new insights and help brands connect with their customers like never before.\u00a0<\/p>\r\n<h3>AI Meets Retail: The Details are in the Data<\/h3>\r\n<p><a href=\"https:\/\/www.retailcustomerexperience.com\/articles\/a-look-at-where-ai-stands-in-the-retail-realm\/\" target=\"_blank\" rel=\"noopener\">From 2018 to 2022 the investment in AI for retail is expected to increase ~260%<\/a>.\u00a0 And, according to Retail Customer Experience, \u201cthat spend will likely focus on boosting customer service and <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">customer sentiment<\/a> data.\u201d Retail brands are increasingly implementing AI in their marketing strategies to better understand shopping patterns and behaviors. This allows marketers to draw conclusions about how customers are feeling towards their brand and their overall shopping experience.\u00a0<\/p>\r\n<p>Through shopping metrics, demographics and other user data, AI can be used to draw out user sentiments and provide automated aspects to the customer experience that improve user engagement and increase LTV.\u00a0<\/p>\r\n<p>Some brands have already seen tremendous success with the introduction of AI. Walmart, for example, <a href=\"https:\/\/chainstoreage.com\/consumer-impact-ai-powered-retail-optimization\" target=\"_blank\" rel=\"noopener\">increased quarterly earnings by 2.8%<\/a> after implementing AI. However, it\u2019s important to highlight a huge caveat: AI is not a magic button that will solve all data collection problems. AI is only as good as the data you\u2019re collecting.\u00a0<\/p>\r\n<h3>Examples of AI in Retail<\/h3>\r\n<h4>Automated, Data-Driven Recommendations<\/h4>\r\n<p>While recommendations are nothing new, AI can add more value to <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener\">personalized recommendations<\/a> because of its learning capabilities. AI can compile information about individual customers and use that information to make informed recommendations that are based on data and history versus assumptions.\u00a0<\/p>\r\n<p>In addition to gathering information about individuals, AI can also categorize data about certain audience segments. Through this process, AI can help marketers identify trends across users within specific segments to identify patterns in shopping behavior.<\/p>\r\n<p>Why does this enhanced personalization matter? According to a <a href=\"https:\/\/www.bcg.com\/en-ma\/publications\/2017\/retail-marketing-sales-profiting-personalization\" target=\"_blank\" rel=\"noopener\">2017 study by BCG<\/a>, \u201cOver the next five years in three sectors alone\u2014retail, healthcare, and financial services\u2014personalization will push a revenue shift of some $800 billion to the 15% of companies that get it right.\u201d<\/p>\r\n<h4>Gather Customer Sentiments<\/h4>\r\n<p>Another important aspect of AI in retail, which pairs well with data-driven recommendations, is the ability to understand how customers are feeling towards your brand or product. <a href=\"https:\/\/customerthink.com\/why-ai-sentiment-analysis-has-become-a-critical-part-of-the-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Sentiment analysis<\/a> has become an integral part of the customer experience because understanding a customer\u2019s attitude towards your brand can influence what messaging you\u2019re sending them.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Brand Affinity<sup>TM<\/sup><\/a> , for example, uses AI to gather signals from customer interactions. Then, using that signal data, each customer in the platform is assigned a label: loyal, positive, neutral, negative or unscored. From there, messaging can be tailored to appeal to the brand sentiments for each customer.<\/p>\r\n<h4>Enhancing the In-Store Experience<\/h4>\r\n<p>Brick-and-Mortar and AI are not mutually exclusive. In fact, there are ways in which the two can be combined to enhance the in-store shopping experience. Kroger, for example, <a href=\"https:\/\/news.microsoft.com\/transform\/kroger-smart-shelves-ditch-paper-drop-lights-delight-shoppers\/\" target=\"_blank\" rel=\"noopener\">implemented smart shelves or \u201cEDGE\u201d<\/a>\u2014Enhanced Display for Grocery Environment. Not only is this option \u201cgreener\u201d than using constantly re-printed paper tags, but these smart shelves allow Kroger to capture product information as consumers shop.\u00a0\u00a0<\/p>\r\n<p>AI is being woven into the holistic customer experience to ensure customers are getting personalized messaging without weighing down marketing and analytics teams. Automation plus data-driven intelligence creates an individualized experience for each customer.<\/p>\r\n<h3>What\u2019s Next for AI in Retail?<\/h3>\r\n<p>With all of this new technology being added to the mix, what\u2019s next on the retail horizon? The lines between sci-fi and reality are increasingly becoming blurred with the introduction of facial recognition. With this technology, brands can gather demographic, shopping and <a href=\"https:\/\/www.modernretail.co\/startups\/retailers-are-turning-to-ai-for-in-store-marketing\/\" target=\"_blank\" rel=\"noopener\">even body language data<\/a> to determine shopping preferences and brand sentiment.\u00a0<\/p>\r\n<p>While AI may seem far-off and futuristic, there are ways you can add it into your marketing stack right now. However, because the possibilities with AI are endless, it\u2019s crucial to implement it in a way that makes sense for your team and your marketing goals.<\/p>\r\n<p>Adding AI to your marketing stack hinges on understanding what data is available and how that data can be used. AI requires the input of organized, <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralized data<\/a> to draw the right conclusions.\u00a0<\/p>\r\n<p><em>Looking to add AI to your marketing workflows? Iterable can help. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Request a demo<\/a> today!<\/em><\/p>","post_title":"From Brick and Mortar to AI: How Retail is Evolving","post_excerpt":"This article explores how introducing AI in retail customer data collection helps brands understand customer sentiments and why that matters.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"from-brick-and-mortar-to-ai-how-retail-is-evolving","to_ping":"","pinged":"","post_modified":"2021-06-02 09:08:38","post_modified_gmt":"2021-06-02 16:08:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84102","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 02, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DT Brick &amp; Mortar AI Feature Image\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DT-Brick-Mortar-AI-Feature-Image-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/from-brick-and-mortar-to-ai-how-retail-is-evolving\/"},{"ID":36395,"post_author":"79","post_date":"2021-05-28 10:47:00","post_date_gmt":"2021-05-28 17:47:00","post_content":"<p>By now it\u2019s been said nearly infinite times, but last year was a lot. The world changed\u2014the ways we live and the ways we interact. As part of it, the emphasis on multichannel marketing in the midst of a digital transformation became paramount for many brands to stay afloat, let alone thrive (<a href=\"https:\/\/www.mckinsey.com\/business-functions\/mckinsey-digital\/our-insights\/how-six-companies-are-using-technology-and-data-to-transform-themselves#\" target=\"_blank\" rel=\"noopener\">though it did help greatly in that regard for some<\/a>).\u00a0<\/p>\r\n<p>For marketing teams, multichannel marketing became more than just a variety of channels to communicate with customers. It became the only way, as stores shut down and people stayed at home. It became less about reaching customers where they are and more about providing a seamless, consistent experience that is personalized and relevant.\u00a0<\/p>\r\n<p>Take food service as an example. Delivery became more than just alerts of when your food is picked up. Many services <a href=\"https:\/\/iterable.com\/blog\/radar-digital-physical-geofencing\/\" target=\"_blank\" rel=\"noopener\">now use geofencing<\/a> to send alerts and ensure your food is not only ready when you arrive, but also freshly made.\u00a0<\/p>\r\n<p>For almost ten years, Iterable has been changing the way marketers interact with their customers and in just the last year we\u2019ve made <a href=\"https:\/\/iterable.com\/blog\/andrew-boni-focusing-on-the-future-together\/\" target=\"_blank\" rel=\"noopener\">monumental progress<\/a> in empowering marketers across the world to create memorable customer experiences. And in Gartner\u2019s most recent \u201c<a href=\"https:\/\/www.gartner.com\/en\/documents\/4001430\" target=\"_blank\" rel=\"noopener\">Magic Quadrant for Multichannel Marketing Hubs<\/a>\u201d Iterable made a sizable leap in the \u201cNiche Players\u201d category.<\/p>\r\n<h3>The Future of Multichannel Marketing Is Human<\/h3>\r\n<p>Within the analysis of Iterable\u2019s multichannel offerings, Gartner called out\u2014among other things\u2014Iterable\u2019s extensive data integration capabilities that power highly personalized campaigns at scale. In particular, the ease of use of the Iterable platform stands out, making it simple to build out detailed workflows and customer journeys across a host of channels\u2014including email, SMS, in-app, mobile and web push, mobile inbox, and direct mail.\u00a0<\/p>\r\n<p>\u00a0Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/meet-the-team-customer-success\/\" target=\"_blank\" rel=\"noopener\">customer success and support teams<\/a> and community also received recognition\u2014and deservedly so. We are fiercely proud of our customer success and support teams for their ability to connect with our customers as partners and strategists, but also as people.\u00a0<\/p>\r\n<p>The same goes for our community of marketing and product experts who <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">build<\/a> incredible customer experiences each and every day. They bring products to their customers that solve problems, improve lifestyles and bring them joy.\u00a0<\/p>\r\n<p>But these teams and our community go beyond just Iterable. They speak to the future of multichannel marketing: humanity.\u00a0<\/p>\r\n<p>We are in the human-driven era of marketing where the brand-customer relationship is about more than sales and conversions. It\u2019s about a connection, <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">a conversation<\/a>. It\u2019s about contextualizing the customer experience at the individual level based on a person\u2019s values, interests and lifestyle.<\/p>\r\n<p>Iterable has made strides in the past year to make these connections between brands and their customers possible\u2014and at scale.<\/p>\r\n<h4>Marketing to a Person, Not a Data Point<\/h4>\r\n<p>Our launch of <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a> gives marketers the power to understand their customers at a deeper level by focusing on sentiment. Whether positive, neutral or negative, customers now can receive an experience that is more closely aligned with how they are feeling about a brand at that moment in time.\u00a0<\/p>\r\n<p>It\u2019s something we\u2019ve seen our customers make <a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">great use of already<\/a> and something we expect to positively impact the customer experience for years to come.<\/p>\r\n<h4>Mobile Marketing Made Easier<\/h4>\r\n<p>In our recent <a href=\"https:\/\/iterable.com\/blog\/iterables-spring-product-enhancements-an-inside-look\/\" target=\"_blank\" rel=\"noopener\">Spring Product Enhancements<\/a>, we outlined the new ways in which we are enabling customers to connect with users via mobile, improve mobile marketing processes, and stay compliant with shifting regulations.\u00a0<\/p>\r\n<p>With SMS Opt-Out, In-App Template Optimization, and Mobile Inbox Persistent Read State, marketers have the ability to incorporate mobile marketing in a way that benefits the user and the marketer. Processes, such as template optimization, are now more efficient and easier to implement.\u00a0<br \/>\r\n\u00a0<br \/>\r\nAs multichannel marketing continues to evolve and grow in importance, we are working closely with our customers and community to find opportunities to enable building the perfect customer experience.<\/p>\r\n<h3>Onwards and Upwards<\/h3>\r\n<p>After a year of growth, our positioning in the Gartner Magic Quadrant for Multichannel Marketing Hubs only solidifies our momentum as we continue driving innovation in customer experience for our customers and consumers as a whole.\u00a0<\/p>\r\n<p>If brands are able to make a deeper connection with their audience members in a meaningful way, everyone will benefit.\u00a0<\/p>\r\n<p><em>Thanks for reading, but our team would rather talk to you directly! <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with one of our experts about any marketing challenge you currently face. We\u2019d love to help.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Iterable a Rising Multichannel Marketing Hub","post_excerpt":"In Gartner\u2019s most recent \u201cMagic Quadrant for Multichannel Marketing Hubs\u201d Iterable made a sizable leap in the \u201cNiche Players\u201d category.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-a-rising-multichannel-marketing-hub","to_ping":"","pinged":"","post_modified":"2021-05-28 10:47:00","post_modified_gmt":"2021-05-28 17:47:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=36395","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 28, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Rising-Multichannel_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"052821_Rising Multichannel_768x512\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Rising-Multichannel_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Rising-Multichannel_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Rising-Multichannel_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-a-rising-multichannel-marketing-hub\/"},{"ID":25768,"post_author":"79","post_date":"2021-05-27 09:09:00","post_date_gmt":"2021-05-27 16:09:00","post_content":"<p>One of today\u2019s biggest challenges is finding the right way to get in front of your audience. With inboxes full and consumers scrolling quickly past ads on social media, it\u2019s difficult to get noticed. This is where SMS marketing comes in.<\/p>\r\n<p>Personalized text messages have emerged as an essential way for consumers to connect with brands. It\u2019s an impactful addition to more common channels like email and push notifications, and, more importantly, it allows consumers to engage in two-way conversations with brands. The same two-way conversations that build rapport, kick-start relationships and increase loyalty.<\/p>\r\n<p>SMS fits into the much larger scope of <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile marketing<\/a>, but there is so much to be said about it that we wanted to talk to someone who\u2019s in the trenches (metaphorically speaking) of SMS marketing.<\/p>\r\n<p>In our latest installment of \u201cAsk an Iterator,\u201d we ask Jeremy Moffett, Manager of Enterprise Customer Success at Iterable, the most common SMS marketing questions he receives.\u00a0<\/p>\r\n<h3>Ask an Iterator: Jeremy Moffett<\/h3>\r\n\r\n[caption id=\"attachment_25769\" align=\"alignnone\" width=\"365\"]<img class=\"wp-image-25769 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Jeremy-Moffet-Headshot.png\" alt=\"Ask An Iterator: SMS Marketing\" width=\"365\" height=\"317\" \/> <em>Jeremy Moffett, Manager, Enterprise Customer Success.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jeremy-moffett-9a9635102\/\" target=\"_blank\" rel=\"noopener\">Jeremy Moffett<\/a> manages a team of Enterprise Customer Success Managers across the SF Bay Area and Denver area. Prior to Iterable, Jeremy worked on the Customer Success team at Sprinklr and, in addition, pursued his passion for wedding photography! When Jeremy's not diving into complex and exciting customer scenarios with his team, he enjoys hiking around California\u2019s diverse landscape, and spending evenings sipping a nice glass of mezcal or scotch.\u00a0<\/p>\r\n<p>Jeremy is here to answer the SMS marketing questions he receives most often when working with brands considering launching an SMS program. Let\u2019s dive right in!<\/p>\r\n<h4>Why should marketers consider SMS?<\/h4>\r\n<p>Consumers have made it clear that they\u2019re hungry for the opportunity to sign up for texts from the brands they\u2019re interested in. In a recent survey, <a href=\"http:\/\/info.attentivemobile.com\/attentive-outlook-2021\/consumer-report\/\" target=\"_blank\" rel=\"noopener\">91% of consumers<\/a> noted their interest in signing up for texts from brands. Brands should be listening\u2014they have a massive chance to capture consumers\u2019 attention (and e-commerce revenue)!<\/p>\r\n<p>Not only do almost 4 billion people own a smartphone, but they also touch them a surprising <a href=\"https:\/\/www.businessinsider.com\/dscout-research-people-touch-cell-phones-2617-times-a-day-2016-7?r=US&amp;IR=T#:~:text=The%20typical%20cellphone%20user%20touches,more%20than%205%2C400%20times%20daily.\" target=\"_blank\" rel=\"noopener\">2,617 times per day<\/a>. And that\u2019s just the average user.<\/p>\r\n<p>The methods of engagement through SMS marketing are almost limitless. For example, you could fire out exclusive deals, schedule alerts, send personalized offers, run a survey or even create a contest.<\/p>\r\n<p>As engaged as that smartphone cohort is, you also open yourself up to a broader audience who use cellphones regularly but don\u2019t use smartphones.\u00a0<\/p>\r\n<h4>How do I get my team to opt-in to SMS?<\/h4>\r\n<p>I remember, quite vividly, getting my first cell phone in high school. It was an iPhone\u2014revolutionary for the time\u2014and this was before those messages had a blue background. This was a time before texting was unlimited, a lesson I learned quickly! Fast forward to today, and, looking back, I am astounded at how much money it cost for me to stay connected.<\/p>\r\n<p>So why am I telling this story? To explain that times have changed and technology has evolved. What was once expensive (SMS) is now economical to the average consumer, but can still be a challenging channel to adapt as a brand.<\/p>\r\n<p>In fact, a well-timed SMS marketing campaign can be launched at a fraction of the cost of many traditional marketing methods. SMS campaigns are affordable for most budgets, and, at just a few pennies per message, marketers can be highly targeted with their campaigns without racking up the high costs.<\/p>\r\n<p>Add to this that SMS messages have a 209% higher response rate than phone, email or Facebook. And nearly 30% of consumers will respond to your SMS message, with nearly 50% of these respondents making a purchase. Today it\u2019s estimated that over 90% of SMS messages are seen and viewed within 5 minutes of receiving them.<\/p>\r\n<p>High ROI and low cost? Argument enough to opt-in on SMS.<\/p>\r\n<h4>When is a good time to use SMS over email?<\/h4>\r\n<p>If we\u2019re talking time-sensitive messaging, SMS is the best, most accessible channel, as customers typically view the message immediately upon receiving it. In addition to the real-time nature of SMS, it can be a great way to drive engagement on other channels and reinforce your other messages.<\/p>\r\n<p>For example, you can use SMS to remind customers to read an email sent by a brand hours or even days before. This simple follow up can help <a href=\"https:\/\/www.smartinsights.com\/mobile-marketing\/sms-marketing\/6-benefits-sms-marketing\/\" target=\"_blank\" rel=\"noopener\">increase email open rates by 20-30%<\/a>. Alternatively, use SMS to communicate messages which may otherwise be forgotten\u2014maybe encouraging habit building like the origin of the daily vitamins you\u2019re now taking.\u00a0<\/p>\r\n<h4>Does SMS Marketing only work with Millennials and Gen Z?<\/h4>\r\n<p>SMS is a useful marketing tool for any age group, but it's, yes, especially helpful when <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">marketing to Millennials and Gen\u00a0 Z<\/a>. More than 5 years ago, close to 80% of consumers within that age range had their cell phones with them 22 hours a day. Phones aren\u2019t simple communication tools for these generations. They\u2019re an extension and representation of self.\u00a0<\/p>\r\n<p>With that said, Gen X and Baby Boomers can\u2019t be discounted here. As of 2019, 90% of Gen X owns a smartphone and 68% of Baby Boomers, up from 25% in 2011. Mobile usage rates are increasing across the board and a text message is often the quickest way to reach someone. There\u2019s a greater-than-good chance your SMS marketing will show results for all generations.<\/p>\r\n<h4>What resources are needed to implement an SMS marketing strategy?<\/h4>\r\n<p>SMS is a one-size-fits all channel for the marketers and consumers. SMS marketing is quick and only made up of text that\u2019s likely only one or two sentences in length. Therefore, there is no requirement for a designer or copywriter, like with many marketing campaigns. The shorter and snappier the copy, the better. This is perfect for marketers who are short on time, or resources!<\/p>\r\n<p>Planning and sending SMS messages is simple and straightforward, requiring less upfront strategy and planning than many other marketing methods. Additionally, as the copy is so short, the entire message can be quickly read and understood at the recipient\u2019s convenience. This means the recipient can engage quickly, without feeling intruded upon.<\/p>\r\n<h4>How can my team get creative with SMS?<\/h4>\r\n<p>To make your marketing most effective, you really need to see where you can organically fit in to your customers\u2019 everyday lives. The barrier to entry into a conversation with your brand has to be as low as you can make it, and at the same time, your brand\u2019s messaging has to add value to customers. SMS, as a marketing channel, checks both of these boxes.<\/p>\r\n<p>When I talk about SMS, I\u2019m talking about two-way communications. I\u2019m thinking about staying connected with friends and family. <a href=\"https:\/\/www.smseagle.eu\/2017\/03\/06\/daily-sms-mobile-statistics\/\" target=\"_blank\" rel=\"noopener\">23 billion text messages are sent each day<\/a> worldwide, and many of these texts are components of ongoing conversations.<\/p>\r\n<p>There\u2019s nothing new about using conversations to move a customer through a marketing funnel or buying channel. It\u2019s the original sales tool. But what has changed is the channel for these conversations\u2014from in-person meetings, to phone calls, to SMS.<\/p>\r\n<p>With SMS, you can automate the form-filling experience, ask easily answerable questions, request feedback and create lighthearted discount notices (here\u2019s looking at you, Cost Plus World Market). SMS is the channel to start conversations, make connections and facilitate engagement with your brand.<\/p>\r\n\r\n[caption id=\"attachment_25794\" align=\"alignnone\" width=\"406\"]<img class=\"size-full wp-image-25794\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-26-at-1.34.06-PM.png\" alt=\"Cost Plus World Market SMS Marketing\" width=\"406\" height=\"482\" \/> <em>Cost Plus World Market plays around with language and creativity while offering discounts via SMS marketing.<\/em>[\/caption]\r\n\r\n<p>Get creative with SMS by infusing humanity in your marketing.<\/p>\r\n<h4>Any other SMS tips?<\/h4>\r\n<p>Transparency and cohesion is key! I\u2019m a big fan of when a brand utilizes each channel to its strength. SMS is fantastic at getting attention and reminding consumers of something specific. Email is fantastic at displaying more information and linking to a specific web page. When combined, a brand can build good habits via SMS, like reminding you to take a daily walk, eat healthier or improve that skin care routine with tips that update over time.\u00a0<\/p>\r\n<p>Personalized skincare brand, <a href=\"https:\/\/iterable.com\/customers\/curology\" target=\"_blank\" rel=\"noopener\">Curology<\/a>, does this really well; they identify which members aren\u2019t engaging via SMS, and reach these individuals with targeted email follow-ups, tracking email and site metrics to ensure that they\u2019re achieving relevance across all marketing channels.<\/p>\r\n<p>For me, setting clear expectations up front and delivering something special, exclusive or otherwise detailed helps build your SMS cohort. This cohort won\u2019t always be as large as many of your other cohorts, but they will tend to be the most loyal\u2014actively participating and seeking out more opportunities to engage with your brand. Reward them accordingly with information or updates into your brand that can\u2019t be found elsewhere.\u00a0<\/p>\r\n<h4>Anything we didn\u2019t ask that you\u2019d like to share?<\/h4>\r\n<p>SMS, when done correctly, can be an incredibly effective marketing channel. But, because it takes work and consistency, most SMS campaigns miss the mark. More often than not, brands embrace the \u201cbasic\u201d package of SMS utility, relying on one-time verification and shipping updates. These are great ways to get started with the channel, but certainly not the end goal.<\/p>\r\n<p>My opinion? If you\u2019re not having a two-way conversation, you\u2019re not taking full advantage of the channel. If you\u2019re looking to get started with SMS, look to brands like Zipcar, Chase, Bank of America, Amazon treasure truck, Venmo, Enterprise, Fedex, Robinhood and Apple.<\/p>\r\n<p>Of course, I\u2019d be remiss if I didn\u2019t end with a word of caution. Today\u2019s customers demand transparency and morality from the brand. They shop with brands that show they care about ethics, the world and their customers. Before you settle with SMS make sure you have healthy (and ethical) practices in place.<\/p>\r\n<h3>\u201cBRB, Opt-ing in to SMS Marketing\u201d<\/h3>\r\n<p>You heard it from Jeremy\u2014SMS marketing is the way to go to connect with customers. Today\u2019s customers want to shop with brands that share their values, and that they have an emotional connection with. There\u2019s no better way to build that connection than through a conversation. And there\u2019s few channels better suited for a conversation than SMS.\u00a0<\/p>\r\n<p><em>While we didn\u2019t have time to dive into the details of campaign-building with SMS, we\u2019ve got you covered. We have a major breakdown of some SMS marketing tips in our guide, <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">The Inside Look at Mobile Marketing<\/a>.<\/em><\/p>","post_title":"Ask an Iterator: Jeremy Moffett on SMS Marketing","post_excerpt":"In our latest \u201cAsk an Iterator,\u201d we ask Jeremy Moffett the most common SMS marketing questions he receives and how to get started.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-jeremy-moffett-on-sms-marketing","to_ping":"","pinged":"","post_modified":"2021-05-27 09:40:21","post_modified_gmt":"2021-05-27 16:40:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25768","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 27, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Jeremy-Moffett-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"052821_Jeremy Moffett QA_768x512\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Jeremy-Moffett-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Jeremy-Moffett-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052821_Jeremy-Moffett-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-jeremy-moffett-on-sms-marketing\/"},{"ID":26672,"post_author":"35","post_date":"2021-05-26 09:08:38","post_date_gmt":"2021-05-26 16:08:38","post_content":"<p>If you've been around our content recently, you might have noticed a theme of <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/p>\r\n<p>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.\u00a0<\/p>\r\n<p>The customer experience goes beyond the moment of purchase, and the guests I chat with show how granular and personalized you can truly get when focusing on the right things. We're all in this together, so what better way to collaborate than sharing ideas?<\/p>\r\n<p>In our latest installment, hear from Nick Patrick, CEO and co-founder of Radar, a <a href=\"https:\/\/radar.io\/\" target=\"_blank\" rel=\"noopener\">geofencing platform<\/a> changing the way brands use location to personalize experiences.\u00a0<\/p>\r\n<h3>Meet Nick From Radar<\/h3>\r\n<p>How has geofencing changed in marketing when we know that almost everyone is at home? In our chat, Nick walks through how brands have adapted geofencing to the pandemic, bridging the gap between the digital and physical worlds of customer experience.\u00a0<\/p>\r\n<p>Normally, by focusing on creating a more frictionless experience, brands working with Radar are able to contextualize a user's real-time location in messaging. But in the pandemic, oftentimes it was the\u00a0<em>product<\/em> changing locations rather than the\u00a0<em>customer<\/em>, so brands had to change the perspective while still providing updates and keeping users involved.\u00a0<\/p>\r\n<p>Nick takes us through a few examples he's seen from Radar customers and beyond to show you exactly how it's done. Give it a watch or a listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/Vxx1RggVvbE[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How Radar Bridges Digital and Physical Worlds With Geofencing","post_excerpt":"Nick Patrick, CEO and co-founder of Radar, a geofencing platform, talks location-based marketing Episode 2 of Dream It, Build It, Make It.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"radar-digital-physical-geofencing","to_ping":"","pinged":"","post_modified":"2021-05-26 09:09:20","post_modified_gmt":"2021-05-26 16:09:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26672","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 26, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":16,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Ep 2 with Radar\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/radar-digital-physical-geofencing\/"},{"ID":26555,"post_author":"79","post_date":"2021-05-25 09:09:49","post_date_gmt":"2021-05-25 16:09:49","post_content":"<p>The global pandemic has impacted not only how we communicate, but also our relationships. Time spent in social isolation has changed how we interact with one another and how we interact with the brands we shop.<\/p>\r\n<p>With that in mind, we wanted to better understand how consumer psychology has shifted in the past year. By surveying 1,500 consumers from the U.S. and U.K., we gained better insights into exactly what consumers are looking for from brands and what they prioritize in their shopping experience.<\/p>\r\n<p>Through our <a href=\"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/\" target=\"_blank\" rel=\"noopener\">consumer psychology of marketing poll<\/a>, we found three key takeaways:<\/p>\r\n<ul>\r\n\t<li><strong>Positive or negative, you can be sure consumers will share their brand experience<\/strong><\/li>\r\n\t<li><strong>It\u2019s time for brands to verbalize their values<\/strong><\/li>\r\n\t<li><strong>Brands should prioritize diversity, equity and inclusion (DEI) in marketing messages <\/strong><\/li>\r\n<\/ul>\r\n<p>That\u2019s just the tip of the iceberg. Within the infographic, you\u2019ll get a more detailed look at what tone consumers prefer in marketing messages, why consumers are more receptive to brands sharing their values, and what consumers prioritize with respect to the pandemic.<\/p>\r\n<p>Click on the infographic to take a closer look at all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_84343\" align=\"alignnone\" width=\"1920\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_FINAL-2.png\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-84343 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_FINAL-2.png\" alt=\"Consumer Psychology of Marketing Infographic\" width=\"1920\" height=\"12439\" \/><\/a> <em>Click the infographic to zoom in and download a copy! <\/em>[\/caption]\r\n\r\n<h3>Understanding Consumer Psychology Can Improve Your Customer Experience<\/h3>\r\n<p>Getting an idea of how consumers are thinking while they interact with your brand can help you deliver the right messages to the right people at the right time. To create a holistic, seamless <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>, you\u2019ll not only need to know how customers receive certain messages, but also where they want to receive them. Adopting a <a href=\"https:\/\/iterable.com\/solutions\/multi-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">multi-channel marketing<\/a> approach can ensure you are reaching customers at the right time and place.<\/p>\r\n<p><em>To learn more about building a personalized customer experience, check out our whitepaper on <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener\">using metadata to create advanced cross-channel campaigns<\/a>.<\/em><\/p>","post_title":"Consumer Psychology Takeaways to Improve Your CX","post_excerpt":"Curious what consumers are thinking about your brand? This infographic provides a detailed look at takeaways from our Consumer Psychology of Marketing poll.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"consumer-psychology-takeaways-to-improve-your-cx","to_ping":"","pinged":"","post_modified":"2021-06-04 01:27:50","post_modified_gmt":"2021-06-04 08:27:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26555","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Infographic","pretty_date":"May 25, 2021","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":3,"filter":"raw","term_order":"0"}],"term_slugs":["infographic"],"term_names":["Infographic"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"consumer psychology featured image\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-1024x683.jpg 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-1536x1024.jpg 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-2048x1365.jpg 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Iterable_PsychologyofMarketing_BlogImage_v1.0-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/consumer-psychology-takeaways-to-improve-your-cx\/"},{"ID":26462,"post_author":"62","post_date":"2021-05-21 10:09:28","post_date_gmt":"2021-05-21 17:09:28","post_content":"<p>It\u2019s been a busy 2021 for us here at Iterable. We\u2019re growing, changing, expanding, learning\u2014<a href=\"https:\/\/iterable.com\/blog\/andrew-boni-focusing-on-the-future-together\/\" target=\"_blank\" rel=\"noopener\">we\u2019re iterating<\/a>. But this iteration expands beyond our company alone. It\u2019s manifesting throughout our product, too! Inside this post, we\u2019ll shine a light on some exciting new product enhancements we\u2019ve brought to market.<\/p>\r\n<p>But before we get there, let\u2019s first revisit the inspiration <em>behind<\/em> these builds. During our Activate keynote, we discussed the evolution of marketing to better understand how we got to where we are today. Quick recap below.\u00a0<\/p>\r\n<h3>Revisiting the Marketing Eras<\/h3>\r\n<p>The first era, which we\u2019ve called the Creative era, was marked by compelling, bold ideas that captivated broad audiences. As you\u2019d imagine with a label like \u201ccreative,\u201d marketers of this era leaned hard into storytelling, narrative and striking visual details to elevate their products. Brands were differentiated by representing themselves in ways that made them as memorable as could be.<\/p>\r\n<p>As time passed and technology advanced, marketers were soon armed with the tools needed to measure and understand the impact of these creative campaigns. This quest for comprehension naturally encouraged the marketers\u2019 desire to optimize and fine-tune performance in search of growth and success. This was the transition into the Data-Driven era.\u00a0<\/p>\r\n<p>Now, it's 2021 and we\u2019ve entered an era centered on the human experience. In this Human-Driven era, marketers are challenged to fit into the context of each consumer\u2019s daily life. Any claims made by brands and marketers must be substantiated through experience.<\/p>\r\n<h3>Seeking Improvement\u00a0On Behalf of Customers<\/h3>\r\n<p>For many brands, playing by the consumer-mandated rules of the Human-Driven era are challenging. For some, a call for total transformation is needed in order to craft the intimate customer experiences that their audiences demand. For others, it\u2019s a matter of rethinking their marketing approach and leveraging their tools and resources differently to meet customers on their terms.\u00a0<\/p>\r\n<p>At Iterable, we\u2019re well aware of the different needs of different brands at any given stage of their journey. Our unifying factor, however, is our shared belief in the importance of delivering human experiences that resonate at the individual level. As we think about the way we grow and innovate, our customers and their needs serve as our guiding light.\u00a0<\/p>\r\n<p>With that in mind, we\u2019re very excited to share some of our recent product enhancements and tools that will help you elevate your own customers\u2019 experiences\u2014here\u2019s what\u2019s new!<\/p>\r\n<h4>Messaging Insights<\/h4>\r\n<p>Messaging Insights is our new reporting page that gives you a better look at how your campaigns are performing. It provides both aggregated and campaign-level metrics so you can drill down into campaigns as needed. You can find any of your campaigns by filtering by message medium, campaign type, campaign state, and more.<\/p>\r\n\r\n[caption id=\"attachment_26471\" align=\"alignnone\" width=\"1278\"]<img class=\"size-full wp-image-26471\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-gif-1.gif\" alt=\"messaging insights_spring product enhancements gif 1\" width=\"1278\" height=\"654\" \/> <em>User-friendly drop-down menus give you easy access to messaging insights.<\/em>[\/caption]\r\n\r\n<p>We\u2019ve also made changes behind the scenes to make this page faster so you can see your data sooner. Messaging Insights is your go-to for monitoring outreach performance!<\/p>\r\n<h4>Campaign Analytics<\/h4>\r\n\r\n[caption id=\"attachment_26477\" align=\"alignnone\" width=\"1246\"]<img class=\"size-full wp-image-26477\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-gif-2.gif\" alt=\"campaign analytics_spring product gif 2\" width=\"1246\" height=\"630\" \/> <em>The new campaign analytics layout give users the ability to pin the most-viewed metrics to the top of the view.<\/em>[\/caption]\r\n\r\n<p>On a similar note, we\u2019ve revamped our existing Campaign Analytics page to make it easier to monitor and analyze how a campaign is performing. With a new look and feel, the new layout lets you pin your teams\u2019 most important metrics to the top of your view before drilling deeper into other markers of performance.<\/p>\r\n<p>The new left-hand navigation makes it easier to pinpoint granular information about your campaign\u2019s delivery, engagement and retention. It\u2019s a more intuitive and visual way to see what is (or isn\u2019t) working.\u00a0<\/p>\r\n<h4>Brand Affinity\u2122<\/h4>\r\n\r\n[caption id=\"attachment_26483\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-26483\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-image-3.png\" alt=\"Brand Affinity_spring image 3\" width=\"512\" height=\"217\" \/> <em>With Brand Affinity, customer sentiments can be saved to dynamic lists.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> offers marketers a new way to automatically classify how customers feel about their brand, and easily create meaningful campaigns across channels to build deeper connections and trust.<\/p>\r\n\r\n[caption id=\"attachment_26489\" align=\"alignnone\" width=\"495\"]<img class=\"size-full wp-image-26489\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/spring-product-image-4.png\" alt=\"Brand Affinity_spring image 4\" width=\"495\" height=\"512\" \/> <em>Understanding customer sentiments gives you the ability to send customers messages based on how they feel towards the brand.<\/em>[\/caption]\r\n\r\n<p>Brand Affinity automatically calculates a customer\u2019s engagement with email and mobile marketing and converts these scores into affinity labels. Marketers can leverage these affinity labels inside Iterable to easily create affinity-based segments and highly-targeted cross-channel campaigns to maximize retention with loyal customers, nurture customers through lifecycle stages, and mitigate churn with at-risk detractors.<\/p>\r\n<h4>Campaign Holdouts<\/h4>\r\n\r\n[caption id=\"attachment_26495\" align=\"alignnone\" width=\"1377\"]<img class=\"size-full wp-image-26495\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/campaign-holdouts_spring-product-image-5.png\" alt=\"holdout groups\" width=\"1377\" height=\"1116\" \/> <em>Holdout groups are groups that will not be sent the specific campaign you\u2019re working on.<\/em>[\/caption]\r\n\r\n<p>Holdout groups provide marketers insights into how campaigns and campaign variants are affecting audience behavior and quantifies the impact of a conversion event. By defining and excluding a subset of your audience from receiving a marketing campaign within an experiment, you can better analyze the uplift of a desired custom conversion event from those who have received the campaign against those that have not.\u00a0<br \/>\r\nIn short, Holdout groups help answer the question, \u201cAre campaigns making an impact on performance metrics and business goals we care about?\u201d With Holdout groups, you now have the ability to measure the effectiveness and high-level impact of your campaigns to understand what\u2019s working (and what\u2019s not).<\/p>\r\n<h4>Selective In-App Notifications<\/h4>\r\n\r\n[caption id=\"attachment_26501\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-26501\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Selective-in-app-notifications_spring-product-image-5.png\" alt=\"Selective in-app notifications_spring image 5\" width=\"512\" height=\"451\" \/> <em>Selective in-app messaging lets you customize messaging for Android and iOS separately.<\/em>[\/caption] [caption id=\"attachment_26507\" align=\"alignnone\" width=\"1408\"]<img class=\"size-full wp-image-26507\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/selective-in-app-notifications_spring-product-image-6.png\" alt=\"selective in-app notifications_spring product image 6\" width=\"1408\" height=\"564\" \/> <em>With this product enhancement, you can easily toggle selective in-app messaging on or off.<\/em>[\/caption]\r\n\r\n<p>Selective In-App Notifications enable the granular targeting of in-app message campaigns. Now, you can send in-app messages to specific apps under your projects, and better tailor messaging to Android and iOS platforms separately.<\/p>\r\n<p>From the campaign set up page, you now have an option to enable Selective In-App and choose which of your different apps to target. We built this because we know that improving your reach is just as much about optimizing as it is about expanding it. For example, there\u2019s times when a message is only relevant to one particular app or platform and now you have total control over how you fine tune it.\u00a0<\/p>\r\n<h3>Cross-Channel Product Enhancements<\/h3>\r\n<p>We\u2019ve made some major mobile traction this year and with that came a few select features we\u2019re highlighting below.\u00a0<\/p>\r\n<h4>SMS Opt-Out<\/h4>\r\n\r\n[caption id=\"attachment_26519\" align=\"alignnone\" width=\"983\"]<img class=\"size-full wp-image-26519\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/SMS-opt-out_spring-product-image-7.png\" alt=\"SMS opt out_spring image 7\" width=\"983\" height=\"240\" \/> <em>Here, you can determine which SMS messages include the opt-out language.<\/em>[\/caption]\r\n\r\n<p>Iterable\u2019s SMS Opt-Out Settings helps you manage customer preferences and carrier compliance from a simple drop-down. Customize your SMS opt-out language and control your template settings to strike the right balance of appearance, privacy and deliverability that meets the needs of your brand and your customers.\u00a0<\/p>\r\n<p>As carriers like AT&amp;T tighten filters around brand-initiated text messages from 10-digit-long codes, Iterable makes it easy for you to choose your compliance preferences\u2014with inclusive opt-out messaging in initial, all or none of their SMS campaigns.\u00a0<\/p>\r\n<h4>In-App Template Optimization<\/h4>\r\n\r\n[caption id=\"attachment_26525\" align=\"alignnone\" width=\"716\"]<img class=\"size-full wp-image-26525\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/in-app-optimization_spring-product-image-8.png\" alt=\"in-app optimization_spring image 8\" width=\"716\" height=\"823\" \/> <em>With the template optimization, excess HTML was removed and, as a result, file size is smaller.<\/em>[\/caption]\r\n\r\n<p>Iterable recently optimized our In-App message performance. We discovered that our in-app template editor was baking-in excess HTML into messaging and was unnecessarily increasing file size.\u00a0\u00a0\u00a0<\/p>\r\n<p>We implemented a backend fix that removed the extra code from In-App messages and successfully reduced file size by 30%\u2014all without any negative impact to customer delivery or display!<\/p>\r\n<h4>Mobile Inbox Persistent Read State<\/h4>\r\n\r\n[caption id=\"attachment_26531\" align=\"alignnone\" width=\"208\"]<img class=\"size-full wp-image-26531\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/mobile-inbox_spring-product-image-9.png\" alt=\"mobile inbox_spring product enhancements image 9\" width=\"208\" height=\"450\" \/> <em>With this enhancement, mobile inbox message states remain the same across devices and with app re-installs.<\/em>[\/caption]\r\n\r\n<p>Iterable also enhanced the Mobile Inbox experience with a few backend changes to unify message read states across devices and app re-installs. Making this change eliminates any potential duplication of previously read\/displayed in-app Mobile Inbox messages! Similarly, this fix ensures any silently delivered messages reflect their most recent read\/unread status.<\/p>\r\n<h3>The Next Iteration\u00a0<\/h3>\r\n<p>Though we wish we had a crystal ball to predict how this Human-Driven era will shape the future of B2C marketing, one thing we know for certain is that experience will remain as prominent as ever.\u00a0<\/p>\r\n<p>At the end of the day, we marketers must continually prove our brands\u2019 worth and earn the right to talk to our customers. But even as the lines separating the digital and real world continue blurring, we\u2019re here to ensure that you\u2019re appropriately future-proofed.\u00a0\u00a0<\/p>\r\n<p><em>We\u2019d love to chat with you about these new product enhancements and features. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo today<\/a> to speak with one of our many experts!\u00a0<\/em><\/p>","post_title":"Iterable\u2019s Spring Product Enhancements: An Inside Look","post_excerpt":"We\u2019re growing, changing, expanding, learning\u2014we\u2019re iterating. This post will shine a light on some exciting new product enhancements.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterables-spring-product-enhancements-an-inside-look","to_ping":"","pinged":"","post_modified":"2021-05-21 10:09:28","post_modified_gmt":"2021-05-21 17:09:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26462","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS opt out_spring image 7\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/052021_Spring-2021-Product-Updates_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterables-spring-product-enhancements-an-inside-look\/"},{"ID":26405,"post_author":"79","post_date":"2021-05-19 09:02:02","post_date_gmt":"2021-05-19 16:02:02","post_content":"<p><em><a href=\"https:\/\/www.heady.io\/\" target=\"_blank\" rel=\"noopener\">Heady<\/a> is a Brooklyn, NY based mobile product consultancy that builds sustainable innovation through design and technology. We integrate with your team to solve pressing problems, create polished websites and apps, and scale results over the short and long term. Heady prides itself on its no-nonsense, reliable approach to working with clients. Everything we do\u2014from initial builds to ongoing maintenance\u2014is to thoughtfully solve your business challenge and grow your product.<\/em><\/p>\r\n<p><em>Read on for the CEO of Heady, Rahul Khosla\u2019s, guest contribution to the Iterable blog, and to learn why he thinks the recent mobile privacy updates are ultimately a good thing for the industry and consumers alike.<\/em><\/p>\r\n<p>It\u2019s a rule that when it comes to technology, the only constant is change. But some changes cause more noise than others, and that\u2019s especially true for the recent release of iOS 14.5, Apple\u2019s newest update, which includes <a href=\"https:\/\/www.techradar.com\/in\/how-to\/iphone-app-tracking-transparency-how-to-use-the-new-features-in-ios-145\" target=\"_blank\" rel=\"noopener\">App Tracking Transparency<\/a> measures (also known as ATT).<\/p>\r\n<p>While the updates have certainly resulted in their fair share of grumbles, particularly among digital advertisers, these moves are objectively positive. Not just for consumers and privacy advocates, but for the industry as a whole.<\/p>\r\n<h3>A Little More Background on ATT<\/h3>\r\n<p>Long story short: Each iOS device is assigned a unique and random Identifier for Advertisers (IDFA), which previously enabled advertisers to target ads and track their effectiveness at an individual level. But as of late April (and some time before that for beta testers), users will receive a notification when an app wants to track them.<\/p>\r\n<p>The option to allow tracking will now be clearly presented to consumers through the notification versus being a toggle buried within their settings. With the move from automatic IDFA tracking to opt-in, Apple is essentially turning the faucet off when it comes to user data. But it\u2019s not a wholly negative thing\u2014advertising is not going away, it\u2019s just moving from device-specific data to aggregate data. Plus, the playing field is level here\u2014all iOS apps must adhere\u2014so all iOS apps will be affected equally.<\/p>\r\n<h3>What This <span style=\"color: #000000;\">Mobile Privacy Update<\/span> Means For Brands?<\/h3>\r\n<p>Ever since Apple made the announcement, there has been a lot written about what these updates mean from an advertising perspective. Now that users can easily understand and control whether or not an app is tracking them, there\u2019s potential for lower opt-in rates, which could impact the accuracy of ad targeting, ad efficacy measurements, as well as ad campaign optimization.<\/p>\r\n<p>Benchmarks will shift and key performance indicators will need to change. That being said, there are other ways to target potential users, like app categories, descriptions, ratings, reviews, etc. Additionally, brands can make use of the <a href=\"https:\/\/www.admonsters.com\/what-is-skadnetwork\/\" target=\"_blank\" rel=\"noopener\">Store Kit Ad Network<\/a> (or SKAd Network) for ad attribution at an aggregate level. It\u2019s also worth noting that an <a href=\"https:\/\/www.appsflyer.com\/blog\/att-opt-in-rates-higher\/\" target=\"_blank\" rel=\"noopener\">AppsFlyer survey<\/a> of apps that were early adopters of ATT showed results that were higher than some predictions, with an overall 39% opt-in rate (weighted average).<\/p>\r\n<p>But as the CEO of a mobile product consultancy, I\u2019d like to focus on the opportunities available to marketers following these mobile privacy updates, because now more than ever, it\u2019s crucial that your apps are exceptionally user friendly and high quality.<\/p>\r\n<h3>Steps To Take<\/h3>\r\n<h4>Take advantage of the pop up<\/h4>\r\n<p>Apps can make a case for why users should allow the IDFA\u2014this is a place to emphasize how allowing tracking will enhance their experience. Take advantage of additional screens to offer transparency into the tracking process and build an honest relationship with your app users.<\/p>\r\n<p>At an All Things Digital conference in 2010, Apple\u2019s own Steve Jobs said, \u201cI believe people are smart and some people want to share more data than other people do. Ask them. Ask them every time. Make them tell you to stop asking them if they get tired of your asking them. Let them know precisely what you\u2019re going to do with their data.\u201d That notion still holds true today. It\u2019s also a great idea to A\/B test and retest the data request screen, see what aspects resonate with consumers and use those results to inform future business and privacy decisions.<\/p>\r\n<h4>Leverage first-party data<\/h4>\r\n<p>Brands should start to collect more <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">first-party data<\/a> and personalize consumers\u2019 experiences within their apps. Being in the industry for 10 years, I\u2019ve noticed that personalization often takes a back seat to acquisition. Anecdotally, I get the most ads from brands that I already engage with frequently. Maybe instead of showing me an ad, they could personalize my experience both in the app and at other touchpoints to ensure I keep coming back. The same applies to in-app campaigns.<\/p>\r\n<p>Considered and personalized activations that offer some value to the user are more likely to create retention. For example, say I\u2019m using a real estate app to find an apartment in Brooklyn. They could send me emails with news about the neighborhoods I\u2019m interested in, show me in-app content about pricing trends, and default my search to the neighborhoods I\u2019d previously looked into (while still making it easy for me to change them). And then they could send me push notifications if the asking rent drops on an apartment I\u2019ve favored\u2014making it easier for me to act fast in the competitive New York real estate market.<\/p>\r\n<h4>Make your apps more discoverable \u2014 use App Clips<\/h4>\r\n<p>Before all of the buzz around iOS 14.5, there was iOS 14, which introduced <a href=\"https:\/\/www.heady.io\/blog\/app-clips-a-new-way-to-meet-users-where-they-are\" target=\"_blank\" rel=\"noopener\">App Clips<\/a>\u2014an excellent solution for businesses to acquire new users that puts the actual app experience in the spotlight. An App Clip is a small part of your app that appears organically and at moments of need throughout users\u2019 day-to-day lives. Users are offered a full app download after they\u2019ve experienced partial functionality through the App Clip. App Clips can help with conversion, reach, and, importantly, customer satisfaction. They have valuable use cases in every industry, from finance to industrial product supply to music\u2014really any app that would benefit from lowering its barrier to entry.<\/p>\r\n<p>The above steps will help your brand adjust not only to Apple\u2019s most recent <span style=\"color: #000000;\">mobile<\/span> privacy changes, but will also put you in a forward-thinking mindset, as this most recent round of privacy updates will certainly not be the last.<\/p>\r\n<h3>Mobile Privacy Moving Forward<\/h3>\r\n<p>Consumers don\u2019t like the fact that their personal information is being commoditized and sold without their knowledge and without them entirely understanding how the whole process works. These <span style=\"color: #000000;\">mobile<\/span> privacy updates are a step toward changing that. And while I don\u2019t wish to downplay the shift this will cause to advertising plans, app creators have every reason to take this as an exciting opportunity.<\/p>\r\n<p>Test more, personalize more. Consider this a chance to double-down on what consumers appreciate and enjoy about your product and the platforms and environments in which they experience it. In short, put humanity back into the user experience.<\/p>\r\n<p><em>To get the most out of your mobile marketing strategy and work with Iterable and Heady, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.<\/em><\/p>","post_title":"Why the Recent Mobile Privacy Updates Are a Good Thing","post_excerpt":"Read on to learn why CEO of Heady, Rahul Khosla, thinks the recent mobile privacy updates are ultimately a good thing for the industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-the-recent-mobile-privacy-updates-are-a-good-thing","to_ping":"","pinged":"","post_modified":"2021-05-19 09:02:02","post_modified_gmt":"2021-05-19 16:02:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26405","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 19, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051921_Heady-Mobile-Privacy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Heady Mobile Privacy\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051921_Heady-Mobile-Privacy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051921_Heady-Mobile-Privacy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051921_Heady-Mobile-Privacy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-the-recent-mobile-privacy-updates-are-a-good-thing\/"},{"ID":26390,"post_author":"79","post_date":"2021-05-18 07:43:10","post_date_gmt":"2021-05-18 14:43:10","post_content":"<p>2020 revolutionized brand-customer relationships. New habits emerged and accelerated, expectations evolved, and how shoppers consume and connect will never be the same. Given the permanence of changes in customer behavior, identifying and adjusting to the new consumer psychology is a priority.<\/p>\r\n<p>To better understand these new customer attitudes toward marketing, we went straight to the source. In our 2021 Consumer Psychology Survey, we polled <strong>1,500 shoppers in the U.S. and U.K.<\/strong> Our inquiries explored the true psychology of brand engagement and examined how specific marketing messages really make people feel.<\/p>\r\n<p>Our survey made one thing loud and clear: <strong>Consumers now expect more from brands<\/strong>. Generalized, cookie-cutter customer experiences are ignored and abhorred. But how can brands build campaigns that connect and convert for the long term?<\/p>\r\n<p>Read our topline trends and findings to learn how to create a customer experience that is <strong>individualized and human<\/strong>.<\/p>\r\n<h3>Consumer Psychology Survey Key Takeaways<\/h3>\r\n<h4>1. Positive or negative, you can be sure consumers will share their brand experience with others<\/h4>\r\n<p>Old fashioned word-of-mouth reigns supreme, and digital communication channels give their voices a megaphone.<\/p>\r\n<p>The top actions consumers take to express their satisfaction and dissatisfaction with a brand are either <strong>recommending<\/strong> the brand to friends and family (67%) or <strong>warning<\/strong> their friends and family (51%) after having a negative brand experience.<\/p>\r\n<p>The second most common action consumers took is also similar for both a positive and negative brand experience, with respondents saying they\u2019d either make a future purchase or never make a purchase again as a result.<\/p>\r\n<p>We live in a social media-dominant society, and 29% of respondents said they take to their social channels to voice their brand satisfaction, with 21% doing the same to share dissatisfaction. However, these findings indicate that trust in a brand is still heavily dictated by the one-to-one and one-to-few interactions consumers have within their close circles.<\/p>\r\n<p><em><strong>Actions consumers take following positive and negative brand experiences<\/strong><\/em><\/p>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 408px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 50%; height: 24px;\"><strong>Positive experience<\/strong><\/td>\r\n<td style=\"width: 50%; height: 24px;\"><strong>Negative experience<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 80px;\">\r\n<td style=\"width: 50%; height: 80px;\">\r\n<p><span style=\"font-weight: 400;\">1. I recommend the brand to my friends and family (67%)<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; height: 80px;\">1. <span style=\"font-weight: 400;\">I warn my friends and family about the brand (51%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 104px;\">\r\n<td style=\"width: 50%; height: 104px;\">\r\n<p><span style=\"font-weight: 400;\">2. I will make another purchase from the brand in the future (57%)<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; height: 104px;\">2. <span style=\"font-weight: 400;\">I will not make a purchase from the brand ever again (47%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 80px;\">\r\n<td style=\"width: 50%; height: 80px;\">\r\n<p><span style=\"font-weight: 400;\">3. I write a positive review online (50%)<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; height: 80px;\">3. <span style=\"font-weight: 400;\">I reach out to customer service directly (47%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 50%; height: 48px;\"><span style=\"font-weight: 400;\">4. I write about my experience on social media (29%)<\/span><\/td>\r\n<td style=\"width: 50%; height: 48px;\">4. <span style=\"font-weight: 400;\">I write a negative review online (28%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 50%; height: 48px;\">5. <span style=\"font-weight: 400;\">I reach out to customer service directly (25%)<\/span><\/td>\r\n<td style=\"width: 50%; height: 48px;\">5. <span style=\"font-weight: 400;\">I write about my experience on social media (21%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 50%; height: 24px;\">6. <span style=\"font-weight: 400;\">I do nothing (4%)<\/span><\/td>\r\n<td style=\"width: 50%; height: 24px;\">6. <span style=\"font-weight: 400;\">I do nothing (5%)<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>2. A sales-driven tone prompts the most consumer action<\/h4>\r\n<p>Want people to make a purchase, subscribe to an email list or follow you on social media? Show them the deals.<\/p>\r\n<p>A <strong>promotional\/sales-driven ton<\/strong>e resonated the most with consumers across all three marketing touchpoints we studied (purchases, content subscriptions and social media). Respondents said they\u2019re next most likely to gravitate toward an empathetic tone.<\/p>\r\n<p>These insights are a call to marketers to not overthink their customer engagement efforts. While that doesn\u2019t mean other factors don\u2019t play into brand relationships (more on that later), marketers should still prioritize the promotion of their products and services first.<\/p>\r\n<p>Another surprising finding was that 16% of respondents said they don\u2019t follow brands on social media. While social media marketing has taken precedence for many brands, the data here confirms that email still has the edge in consumer communications.<\/p>\r\n<p><em><strong>Marketing tones that resonate with customers across various brand touchpoints<\/strong><\/em><\/p>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 432px;\">\r\n<tbody>\r\n<tr style=\"height: 72px;\">\r\n<td style=\"width: 14.9384%; height: 72px;\"><strong>Rank<\/strong><\/td>\r\n<td style=\"width: 25.8214%; height: 72px;\"><strong>Purchases<\/strong><\/td>\r\n<td style=\"width: 31.7761%; height: 72px;\"><strong>Email\/newsletter subscriptions<\/strong><\/td>\r\n<td style=\"width: 27.4641%; height: 72px;\"><strong>Social media follows<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 48px;\">1<\/td>\r\n<td style=\"width: 25.8214%; height: 48px;\"><span style=\"font-weight: 400;\">Promotional\/sales-driven (53%) <\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 48px;\"><span style=\"font-weight: 400;\">Promotional\/sales-driven (49%) <\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 48px;\"><span style=\"font-weight: 400;\">Promotional\/sales-driven (36%) <\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 48px;\">2<\/td>\r\n<td style=\"width: 25.8214%; height: 48px;\"><span style=\"font-weight: 400;\">Empathetic\/conversational (16%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 48px;\"><span style=\"font-weight: 400;\">Empathetic\/conversational (16%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 48px;\"><span style=\"font-weight: 400;\">I don\u2019t ever follow brands on social media (16%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 72px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 72px;\">3<\/td>\r\n<td style=\"width: 25.8214%; height: 72px;\"><span style=\"font-weight: 400;\">Authentic\/original (10%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 72px;\"><span style=\"font-weight: 400;\">I don\u2019t ever subscribe to brand email lists or newsletters (10%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 72px;\"><span style=\"font-weight: 400;\">Authentic\/original (13%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 24px;\">4<\/td>\r\n<td style=\"width: 25.8214%; height: 24px;\"><span style=\"font-weight: 400;\">Urgent\/FOMO (8%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 24px;\"><span style=\"font-weight: 400;\">Authentic\/original (9%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 24px;\"><span style=\"font-weight: 400;\">Urgent\/FOMO (12%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 48px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 48px;\">5<\/td>\r\n<td style=\"width: 25.8214%; height: 48px;\">I<span style=\"font-weight: 400;\">nclusive\/socially-driven (6%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 48px;\"><span style=\"font-weight: 400;\">Urgent\/FOMO (6%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 48px;\"><span style=\"font-weight: 400;\">Empathetic\/conversational (12%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 24px;\">6<\/td>\r\n<td style=\"width: 25.8214%; height: 24px;\"><span style=\"font-weight: 400;\">Aspirational (4%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 24px;\"><span style=\"font-weight: 400;\">Inclusive\/socially-driven (4%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 24px;\"><span style=\"font-weight: 400;\">Inclusive\/socially-driven (5%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 24px;\">7<\/td>\r\n<td style=\"width: 25.8214%; height: 24px;\"><span style=\"font-weight: 400;\">Localized (3%)<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 24px;\"><span style=\"font-weight: 400;\">Localized (4%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 24px;\"><span style=\"font-weight: 400;\">Localized (4%)<\/span><\/td>\r\n<\/tr>\r\n<tr style=\"height: 72px;\">\r\n<td style=\"width: 14.9384%; text-align: center; height: 72px;\">8<\/td>\r\n<td style=\"width: 25.8214%; height: 72px;\"><span style=\"font-weight: 400;\">*No answer choice for \u201cI don\u2019t ever buy from brands\u201d<\/span><\/td>\r\n<td style=\"width: 31.7761%; height: 72px;\"><span style=\"font-weight: 400;\">Aspirational (2%)<\/span><\/td>\r\n<td style=\"width: 27.4641%; height: 72px;\"><span style=\"font-weight: 400;\">Aspirational (3%)<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>3. It\u2019s time for brands to verbalize their values<\/h4>\r\n<p>Eighty-seven percent of consumers said they\u2019re <strong>more receptive to a brand\u2019s messages<\/strong> if they know the company\u2019s beliefs and values. As to why this resonates so well in consumer psychology, respondents said knowing a brand\u2019s beliefs and values makes them feel more trust toward the brand (62%), better know the brand\u2019s authentic identity (44%) and better believe the brand\u2019s purpose (34%).<\/p>\r\n<p>We also saw this thinking play out in regards to marketing messages with political and social issues. Nearly three-quarters of respondents (71%) said they felt positive toward a brand after receiving a social or political marketing message.<\/p>\r\n<p>For Iterable\u2019s recent <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">brand trust survey of marketers<\/a>, 83% said their company should remain politically neutral. However, consumers\u2019 willingness to receive social and political messages shows that marketers\u2019 priorities are misaligned with what their target audiences are looking for.<\/p>\r\n<h4>4. Brands should prioritize diversity, equity and inclusion (DEI) in marketing messages<\/h4>\r\n<p>The marketing messages respondents considered most essential were diverse imagery, inclusive language and setting varied price points\/payment plans to accommodate different socioeconomic groups.<\/p>\r\n<p>Consumers also shared similar priorities when asked about their representation in advertisements: 75% agreed that they\u2019re more likely to purchase from a brand <strong>when people who look like them are represented in their ads<\/strong>.<\/p>\r\n<p>These answers indicate that increased conversations around DEI have made a substantial impact on consumer priorities for brand marketing. And brands should consider how they can be more inclusive in their messaging.<\/p>\r\n<p><em><strong>In your opinion, which of the following components of a marketing message are most essential?<\/strong><\/em><\/p>\r\n<ol>\r\n\t<li>Diverse imagery (51%)<\/li>\r\n\t<li>Inclusive language (44%)<\/li>\r\n\t<li>Setting varied price points\/payment plans to accommodate different socioeconomic groups (40%)<\/li>\r\n\t<li>Showing women in positions of equal power (30%)<\/li>\r\n\t<li>Providing accessible marketing messages (22%)<\/li>\r\n\t<li>Incorporation of social\/political themes in messaging (20%)<\/li>\r\n<\/ol>\r\n<h4>5. In the pandemic era of shopping, safety still comes first for consumers<\/h4>\r\n<p>When asked how the pandemic has affected how they receive brand marketing messages, most consumers (38%) said they now <strong>prioritize the brand\u2019s customer safety plan<\/strong>. Thirty-one percent of respondents also indicated a preference for localized content and 30% said they need to know a brand\u2019s alternative purchase options, like buy online, pick-up in store (BOPIS) and curbside pickup.<\/p>\r\n<p>Consumers\u2019 desire for localized content is peculiar since a localized tone didn\u2019t resonate with various marketing touchpoints. However, this difference could be a matter of how brands leverage geolocation. It appears that consumers prefer localized messaging for promotional messages like brand awareness, but not transactional messages such as product or service deals.<\/p>\r\n<h4>6. With great data comes great responsibility<\/h4>\r\n<p>The large majority of consumers (58%) said they feel positive about receiving a hyper-personalized online ad, and 23% said they feel neither positive nor negative about the matter. In comparison, 19% said they feel negative about receiving hyper-personalized ads, with only 8% saying they feel very negative.<\/p>\r\n<p>Data privacy is paramount when it comes to brand trust. But data doesn\u2019t have to be a divider\u2014it\u2019s evident that consumers want a personalized experience and aren\u2019t against their information being used for targeted marketing. Brands must take this opportunity to connect with consumers but must act responsibly with the personal data they share.<\/p>\r\n<h3>Creating Authentic Experiences Through Humanity<\/h3>\r\n<p>For today\u2019s consumers, brand-customer relationships must go beyond the transaction.<\/p>\r\n<p>Our consumer psychology survey found that sales-driven tones drive people to shop and subscribe. But remember: marketing touchpoints are important but they are pieces of a larger puzzle: the dynamic relationship between brands and customers.<\/p>\r\n<p>It\u2019s clear that consumers <em>want<\/em> brands to be <strong>more human<\/strong>. People want to know brands\u2019 beliefs and values. Customers want to know how brands feel about social and political matters\u2014and how they\u2019re championing DEI in their marketing initiatives. And they want a personalized customer experience that offers a deeper connection with the brands they engage.<\/p>\r\n<p>We hope these insights can help you make informed decisions that drive a human connection in your customer relationships. To learn how to act on our findings, and create memorable customer experiences, check out content from Iterable\u2019s recent annual conference, <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>.<\/p>\r\n<p><em>And if you\u2019re ready to modernize your marketing strategy with more personal customer relationships, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">book a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"6 Insights From Iterable's 2021 Consumer Psychology Poll","post_excerpt":"Given the permanence of changes in customer behavior, identifying and adjusting to the new consumer psychology is a priority.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-insights-from-iterables-2021-consumer-psychology-poll","to_ping":"","pinged":"","post_modified":"2021-06-03 12:03:36","post_modified_gmt":"2021-06-03 19:03:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26390","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051821_Consumer-Psychology_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"consumer psychology poll\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051821_Consumer-Psychology_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051821_Consumer-Psychology_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051821_Consumer-Psychology_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/"},{"ID":26290,"post_author":"79","post_date":"2021-05-17 09:46:45","post_date_gmt":"2021-05-17 16:46:45","post_content":"<p>Downloading a mobile app is like adding a tool to your tool belt. Once apps are downloaded, they can be easily accessed whenever you need them. However, just because the app is available, doesn\u2019t mean the app will be used.<\/p>\r\n<p>\u201c<a href=\"https:\/\/iterable.com\/blog\/app-development-takeaways-from-aps-london\/\" target=\"_blank\" rel=\"noopener\">Getting a new user to download the app isn\u2019t the finish line\u2014it\u2019s the starting line.<\/a>\u201d While downloading the app is obviously a required initial step, app engagement is what determines your app\u2019s success with users.<\/p>\r\n<p>With ever-increasing app choices, (<a href=\"https:\/\/websitebuilder.org\/blog\/app-usage-statistics\/\" target=\"_blank\" rel=\"noopener\">184 billion by 2024<\/a>, to be exact) it\u2019s vital to understand ways to improve app engagement and stickiness to avoid getting your app replaced on home screens.<\/p>\r\n<p>Here are five of the best ways to keep users consistently engaged with your app.<\/p>\r\n<h3>The Steps for Better App Engagement<\/h3>\r\n<p>&nbsp;<\/p>\r\n<h4>1. Reduce Friction in App Onboarding<\/h4>\r\n<p>Let\u2019s start from the beginning. When developing your app, consider the user\u2019s entire experience. What\u2019s the first thing they\u2019ll need to do when they open the app? Most likely, create an account. If there is a complicated onboarding process for users, there\u2019s a higher chance they\u2019ll abandon your app without a single use, diminishing app engagement.<\/p>\r\n<p><a href=\"https:\/\/www.smashingmagazine.com\/2018\/10\/mobile-app-retention-rate\/\" target=\"_blank\" rel=\"noopener\">Smashing Magazine<\/a> uses OKCupid as an example. When trying to login to their app, the author, Suzanne Scacca, was unable to use the \u201clog in with Facebook\u201d feature after multiple attempts (14 clicks).<\/p>\r\n\r\n[caption id=\"attachment_26323\" align=\"alignnone\" width=\"899\"]<img class=\"size-full wp-image-26323\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/OKCupid.png\" alt=\"OKCupid app onboarding friction\" width=\"899\" height=\"1600\" \/> <em><a href=\"https:\/\/www.okcupid.com\/\" target=\"_blank\" rel=\"noopener\">OKCupid<\/a> onboarding created friction for the user when Facebook login functionality didn't work. Source: <a href=\"https:\/\/www.smashingmagazine.com\/2018\/10\/mobile-app-retention-rate\/\" target=\"_blank\" rel=\"noopener\">Smashing Magazine<\/a>.<\/em>[\/caption]\r\n\r\n<p>Retention is the path to increased app engagement. Getting users to download the app without optimizing the account creation experience cuts that retention short almost immediately. Brands should strive to retain users versus aiming to constantly get new ones. Simplifying onboarding is the first step in customer retention, but ensuring your app is useful to the user will increase retention as well.<\/p>\r\n<h4>2. Increase App Utility<\/h4>\r\n<p>Once the friction has been removed from the onboarding process, another ingredient for improving app engagement is simplifying the user\u2019s life. Going back to the tool belt analogy, if there\u2019s a tool that\u2019s not helping to solve a problem or provide the user value, they\u2019re going to remove it from their tool belt so it doesn\u2019t weigh them down.<\/p>\r\n<p>In <a href=\"https:\/\/www.forbes.com\/sites\/peggyannesalz\/2021\/01\/07\/five-experts-share-2020-lessons-about-app-marketing-and-engagement-and-why-theres-no-turning-back\/?sh=326c29847c33\" target=\"_blank\" rel=\"noopener\">an interview with Forbes regarding app use during the pandemic<\/a>, AJ Wang, Head of Acquisitions and Performance Marketing for GCash, a fintech app, said marketers need to become \u201clifestyle enablers.\u201d<\/p>\r\n<p>An app should improve the customer\u2019s life in some way. Whether it\u2019s a stress-relieving game or making depositing checks a breeze, for consistent app engagement there needs to be a utility aspect to the app.<\/p>\r\n<h4>3. Optimize Push Notifications<\/h4>\r\n<p>Now that the user was able to easily sign up and your app is helping simplify their life, how do you continue to engage with the user to remind them of your app's benefits? Enter: <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>. Personalized push notifications with the right messaging at the right time can improve app engagement. In fact, <a href=\"https:\/\/iterable.com\/blog\/eye-opening-mobile-marketing-stats\/\" target=\"_blank\" rel=\"noopener\">push notifications have a click-through rate 7x that of email<\/a>.<\/p>\r\n<p>If your app is a tool for the user, push notifications should remind the user that they have that tool when they need it. One way to do this is by <a href=\"https:\/\/iterable.com\/blog\/push-sms-short-and-sweet\/\" target=\"_blank\" rel=\"noopener\">sending push notifications<\/a> based on a <a href=\"https:\/\/iterable.com\/blog\/how-to-use-mobile-geolocation-data-to-drive-growth\/\" target=\"_blank\" rel=\"noopener\">user\u2019s location<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_26317\" align=\"alignnone\" width=\"840\"]<img class=\"wp-image-26317 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Foursquare.png\" alt=\"Geo-targeting push notifications to improve app engagement\" width=\"840\" height=\"400\" \/> <em><a href=\"https:\/\/iterable.com\/blog\/iterable-foursquare-location-based-engagement\/\" target=\"_blank\" rel=\"noopener\">Foursquare<\/a> sends push notifications with local recommendations based on the user\u2019s location. Source: <a href=\"https:\/\/taplytics.com\/blog\/location-based-push-notification-examples-ideas\/\" target=\"_blank\" rel=\"noopener\">Taplytics<\/a>.<\/em>[\/caption]\r\n\r\n<p>With geo-targeting, the user gets a personalized experience and is more likely to engage with the app if the message is helpful to them at that moment.<\/p>\r\n<p>As helpful as the notifications may be, the user experience, once customers are taken to your app, needs to be consistent to retain and engage users.<\/p>\r\n<h4>4. Create a Consistent In-App Experience<\/h4>\r\n<p>The user is logged in, finds your app useful and gets personalized push notifications. As the user navigates your app, however, it\u2019s important to create a consistent experience within the app itself.<\/p>\r\n<p>A consistent in-app experience means that as a customer uses your app, they shouldn\u2019t be confused by the user interface and app functionality. In fact, as part of the onboarding experience, many apps include a quick training on how to use the app, to improve the customer\u2019s experience and increase app engagement.<\/p>\r\n<p>UsabilityGeek highlights the <a href=\"https:\/\/usabilitygeek.com\/using-consistency-to-improve-the-user-experience-across-desktop-and-mobile\/\" target=\"_blank\" rel=\"noopener\">importance of mental models when thinking about an app\u2019s user interface<\/a>. They noted, \u201cDeveloping an understanding of a <a href=\"http:\/\/www.nngroup.com\/articles\/mental-models\/\" target=\"_blank\" rel=\"noopener\">user\u2019s mental model<\/a>, that is, what a user will need to use during certain situations, be it mobile or desktop, will ensure a positive user experience through consistency.\u201d<\/p>\r\n<p>In-app consistency is an integral part of the customer experience. But, when a customer leaves your app, how do you guide them back? Consistency should be applied to the entire customer journey, for a seamless experience.<\/p>\r\n<h4>5. Develop a Seamless Cross-Channel Experience<\/h4>\r\n<p>Once the in-app experience is consistent, brands need to look at their customer experience as a whole, including their app. In Liftoff\u2019s 2020 Mobile Report, Skye Featherstone, Product Marketing Manager at Snapchat, said, \u201c<a href=\"https:\/\/liftoff.io\/blog\/out-now-2020-mobile-app-trends-report\/\" target=\"_blank\" rel=\"noopener\">Apps are the connective fiber of your business<\/a>, providing seamless, personalized experiences across both physical and digital contexts.\u201d<br \/>\r\nBecause apps have the ability to bridge the physical and the digital, like in our geo-targeting example, the experience for users needs to be seamless and undoubtedly on-brand.<\/p>\r\n<p>Let\u2019s say your customer is in your mobile app but later clicks a link to your mobile site. If the mobile site and mobile app look different, just from a basic branding perspective, it may create confusion for the user. You want the user to develop a familiarity with your brand and, through doing that, you\u2019ll likely increase app engagement in addition to engagement on other channels.<\/p>\r\n\r\n[caption id=\"attachment_26311\" align=\"alignnone\" width=\"660\"]<img class=\"size-full wp-image-26311\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051721_App-Engagement_Target-Screenshots.png\" alt=\"Seamless experience for app engagement\" width=\"660\" height=\"1080\" \/> <em>Target demonstrates consistent branding and information across mobile app (1), mobile site (2) and desktop (3). Source: <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a>.<\/em>[\/caption]\r\n\r\n<p>Another example of a seamless experience could be if a user is shopping on your desktop site and abandons their cart. You could send the customer a push notification with messaging about the products in their cart or products related to what\u2019s in their cart. Then, when clicked, the notification could take them to their cart in your mobile app, which has the items they added via the desktop.<\/p>\r\n<p>Building a seamless experience for the customer will ultimately improve app engagement because the app is a piece of the puzzle. The user can bounce back-and-forth between the physical locations, desktop and your app and feel as though it\u2019s one singular, personalized experience.<\/p>\r\n<h3>Improve Engagement by Improving the Customer Experience<\/h3>\r\n<p>The key to improving app engagement is understanding the customer experience, both within your app and as a whole. From first download to becoming regularly used, the focus for your app needs to be on what the customer is experiencing and what value they can get from your app at each moment in the customer journey.<\/p>\r\n<p>At the end of the day, we\u2019ve all used an app. Even though we\u2019re marketers, we\u2019re people too, so think about your experience with your favorite apps and put yourself in the customers\u2019 shoes. What makes you go back time and again to your favorite apps?<\/p>\r\n<p><em>Looking to kick your mobile marketing up a notch? Learn more about <a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s mobile marketing solution<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"5 Ways to Improve Mobile App Engagement","post_excerpt":"App engagement is what determines your app\u2019s success with users. Here are five of the best ways to keep users engaged with your app.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-ways-to-improve-mobile-app-engagement","to_ping":"","pinged":"","post_modified":"2021-05-17 09:46:45","post_modified_gmt":"2021-05-17 16:46:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26290","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"App engagement featured image\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/App-engagement-featured-image-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/"},{"ID":26292,"post_author":"79","post_date":"2021-05-14 14:42:47","post_date_gmt":"2021-05-14 21:42:47","post_content":"<p>At Iterable, we take customer success very seriously. Our ultimate goal is to ensure our customers are getting the most out of our partnership, allowing them to spend more time focusing on building memorable experiences for their customers. There\u2019s a trickle-down effect.<\/p>\r\n<p>Perhaps the most important component of the customer success program here at Iterable is our people. The Iterable Customer Success (CS) team is on the front lines of delivering support when needed and strategic insights to help our customers make the most out of their marketing.<\/p>\r\n<p>To find out what makes a truly successful Customer Success organization, we sat down and interviewed several CS team members\u2014Customer Success Management, Professional Services, and Support.<\/p>\r\n<p>Let\u2019s meet the crew!<\/p>\r\n<p><img class=\"alignnone size-full wp-image-26293\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-Team.png\" alt=\"Iterable Customer Success Team\" width=\"640\" height=\"432\" \/><\/p>\r\n<h3>A Q&amp;A with the CS team at Iterable:<\/h3>\r\n<h4>What led you to your role? What is your favorite part about your job?<\/h4>\r\n<p><strong>Derek:<\/strong> My career in tech began in digital analytics consulting, consolidating data silos for large enterprises. My focus in digital analytics eventually transitioned to helping customers rethink their overall digital transformation strategies including tech stack audits, CMS optimization and CRM migrations. My curiosity for strategizing different digital transformation led me to Iterable\u2019s professional services team to deliver implementation consulting services. My favorite part of the job is helping our customers solve what seems to be impossible problems and rethink their future state marketing programs.<\/p>\r\n<p><strong>Rebecca:<\/strong> I started out working in partnerships where I would find different ways to promote a brand or product in collaboration with partners that the company worked with. In this case, researching and identifying what the customer would like from the brand or product. Then, I moved on to becoming an Account Manager, where I really enjoyed helping customers with finding solutions to their challenges. This turned into my motivation and I strived to improve the overall consumer\/customer end experience through multiple mediums. My favorite part of the job is when a customer has a use case or goal they want to solve for but they\u2019re unsure on how. This is where I come in to provide different ways to achieve what they want based on what works best for them.<\/p>\r\n<p><strong>Neil:<\/strong> As with many people in the tech industry, my path has been a combination of following my passion for technology and problem-solving, along with taking advantage of the kinds of exciting opportunities that come with working for growing companies. The best part of my job is seeing how empowering the team to be successful creates great customer experiences and helps each support engineer grow their careers.<\/p>\r\n<p><strong>Tanwir:<\/strong> I have always been interested in technology and also have a background in Mathematics. Maths is the art of breaking down complex problems into manageable step-by-step solutions, not unlike technical support. Solving problems has always been what keeps me interested and this eventually led me into the role. My favorite part of the job is the fact that I\u2019m always faced with unique issues and no two days are the same.<\/p>\r\n<p><strong>Tasmin:<\/strong> I started my career off in Marketing Analytics as a Cross-Channel Data Analyst. Even though we\u2019ve come a long way since then in terms of how sophisticated and granular marketers can get with measuring these things, I feel like it gave me a really excellent base for understanding how to approach problems (and solutions) in an analytical way. It was something I enjoyed, but I realized that I was spending too much time with spreadsheets and not enough time with people. So, over time I found that moving into Customer Success gave me the opportunity to marry my analytical problem solving skills with my people and relationship management skills. My favorite moments of the job are when one of my customers comes to me with a challenge they aren\u2019t sure how to solve for (especially if it was something they were unable to do in previous platforms) and we find a way to do it!<\/p>\r\n<h4>Since the beginning of the pandemic, how has your work changed or evolved?<\/h4>\r\n<p><strong>Derek:<\/strong> Staying at home full time does not allow a true disconnect. You\u2019re constantly near your laptop and desk, endlessly reminding you that you have more items on your to-do list. It takes a strict regimented schedule to make sure to find balance throughout your day like taking a walk outside for fresh air, exercising before\/after work, and even lunch breaks. Finding time to quickly chat with colleagues can be difficult at times, so it\u2019s helpful to plan a week or two ahead when possible.<\/p>\r\n<p><strong>Rebecca:<\/strong> At first, I had difficulty in balancing my life and work. I would constantly work throughout the day because I was always near my laptop. I\u2019ve learned to incorporate what I did pre-Covid to what I do now. For example, pre-pandemic, I would commute to work by walking 10-20 mins every day and now I walk the same amount of time to a nearby park. Also, I chose a certain time of the day in the afternoon to pause on my work so I can train in olympic weightlifting. I do miss the in-office interactions and discussions, as well as easily walking up to someone if I have a question or need to talk to that person. Iterable and my team have been great throughout this time by providing wellness kits, office hours, weekly syncs and ensuring that I have all the equipment I need to work from home.<\/p>\r\n<h4>How do you focus on Balance? What do you recommend to people in your function who might struggle to find a happy medium?<\/h4>\r\n<p><strong>Neil:<\/strong> One of the nice things about support is that there is always someone to hand off to at the end of your shift. You can step away at the end of the day knowing that customers won\u2019t be left hanging. Another thing is that as a leader, it is important for me to ensure that the team is taking time off to recharge and rest, and to demonstrate that I and the other managers on my team lead by example. We now offer sabbaticals to employees with four or more years of tenure, and I\u2019m delighted that one of our support managers will be taking advantage of that this summer.<\/p>\r\n<p><strong>Tanwir:<\/strong> The thing that I have found most useful is working in different parts of the house. A (slight) change of environment really breaks up my day, rather than everything being one big haze! I\u2019ve definitely improved in asking for help and I\u2019m very lucky that my team is always super happy to help, should the load start to become too heavy. I also try to take a straight 60 minute lunch break so that I\u2019m actually taking time for myself in the middle of the day.<\/p>\r\n<p><strong>Tasmin:<\/strong> When you have \u201cunlimited\u201d vacation it\u2019s often the case that employees don\u2019t take any. Here, we not only have a company-wide balance day once a month, our department also recently instituted a goal of having each person take at least 3 days of balance time off a quarter.<\/p>\r\n<p>The fact that balance as well as trust are two of our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">core values<\/a> makes this easier! I know my customers are in great hands with my teammates when I need to take some time to recharge.<\/p>\r\n<h4>How does your team measure customer success or satisfaction?<\/h4>\r\n<p><strong>Derek<\/strong>: The professional services team sends out customer satisfaction (CSAT) surveys to understand our customer\u2019s onboarding services every 30 days during implementation. We\u2019re constantly striving to improve our services, so all our customer\u2019s feedback matters. We review our customer satisfaction scores weekly\/quarterly to ensure we\u2019re delivering the highest quality professional service experience and improving any pain points along the way.<\/p>\r\n<p><strong>Rebecca<\/strong>: Retention is a significant indicator to ensure that the customer is happy and that we\u2019re growing together. We measure customer satisfaction by sending out NPS surveys on how likely customers are to recommend Iterable on a scale from 1-10 (with 10 being highly likely) throughout different touchpoints in the customer\u2019s lifecycle (i.e. onboarding, post-onboarding, quarterly, etc). We track customer sentiment from our weekly or monthly syncs as well to keep track of their requests, consolidate any feedback or concerns and identify signs of improvement or growth.<\/p>\r\n<h4>What\u2019s a common misconception about CS that you think people should know?<\/h4>\r\n<p><b data-stringify-type=\"bold\">Derek:\u00a0<\/b>CS is often confused as a reactionary role only addressing problems and issues as they arise, however, we continuously strive to enhance our product and services with new features to proactively help our customers scale and reinforce future growth initiatives.<\/p>\r\n<p><strong>Tasmin<\/strong>: People often think you have to have a very specific background coming into customer success. But it\u2019s actually a field where I\u2019ve seen people with vastly different work experiences thrive!<\/p>\r\n<p><strong>Rebecca<\/strong>: Previously, CS was called account management, where there was one point of contact for all items related to the product or company. However, CS has evolved into much more where different teams (i.e. support, professional services, implementation, operations, solutions, data science, etc) within CS help to ensure that customers are successful.<\/p>\r\n<h3>Next Steps for Customer Success<\/h3>\r\n<p>Our CS teams stand by our customers, for our values and with each other to solve problems even before they emerge. In a world that is always evolving and automating, the teams behind the tech\u2014like CS\u2014are what drive value.<\/p>\r\n<p><em>If you like the sound of working with Derek, Neil, Rebecca, Tanwir and Tasmin, we encourage you to apply to our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open CS roles<\/a>.<\/em><\/p>","post_title":"Meet the Team: Customer Success","post_excerpt":"The Iterable Customer Success team is on the front lines of delivering support and strategic insights to help our customers. Let's meet them!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"meet-the-team-customer-success","to_ping":"","pinged":"","post_modified":"2021-05-14 14:42:47","post_modified_gmt":"2021-05-14 21:42:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26292","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 14, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/CS-team-header-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/meet-the-team-customer-success\/"},{"ID":26251,"post_author":"35","post_date":"2021-05-13 13:50:01","post_date_gmt":"2021-05-13 20:50:01","post_content":"<p>I\u2019m humbled and honored to be stepping into the role as CEO of Iterable. As the company\u2019s co-founder and President, I have been and remain intently committed to and focused on Iterable\u2019s mission, values, culture, team, customers and partners.\u00a0<\/p>\r\n<p>As many of you know, I'm a glass half-full person. I vividly remember the early days of Iterable\u2014over eight years ago\u2014when we were just a small team crammed into a small office in downtown San Francisco. We were working together towards a common goal: to give every marketer, regardless of technical skill or business size, the opportunity to build meaningful relationships with their customers. We wanted to build a platform enabling anyone with the will to reach customers, a way to actually reach them. Driven by this purpose, and powered by teamwork, our dream became a reality: Iterable.<\/p>\r\n<p>I was optimistic about our potential eight years ago. Since then, we\u2019ve made significant traction in a crowded marketplace and my optimism, confidence and enthusiasm about Iterable's future have only intensified.<\/p>\r\n<p>As we embark on this next chapter of our journey, I wanted to share a few thoughts about my vision for Iterable.<\/p>\r\n<h3>Staying True to Our Mission<\/h3>\r\n<p>Our mission is to enrich the relationships between consumers and brands, to empower the marketers who create rich digital experiences and to unite a team of people capable of bringing such a vision to life. This mission remains and will not change.<\/p>\r\n<p>Our team of 430+ people empowers 15,000+ marketing practitioners and leaders from all over the world to connect with their customers in a deep, authentic and meaningful way. With the help of Iterable, our customers are able to bring billions of people the products that bring them joy. This is an amazing accomplishment and a testament to the incredible work we do.<\/p>\r\n<h3>Leading the Future of Customer Experiences<\/h3>\r\n<p>With a strong background (and passion) for product and engineering, I'm excited about our commitment to our product roadmap as we continue building the innovative features you've asked for. Having an industry leading, streamlined and easy-to-use product has always been the backbone of our company, and will guide us as we continue to grow.\u00a0<\/p>\r\n<p>Given the rise of machine learning and automation, we have an opportunity now to leverage data like never before. Our products will not only support our customers in their quest for efficiency and help them connect with consumers in new ways, but our strong focus on privacy will also help establish a culture of trust in consumer communities.\u00a0<\/p>\r\n<p>We will continue making strides to help marketers focus less on the nuts and bolts of their cross-channel marketing campaigns and more on the strategic end goals and incredible customer experiences.<\/p>\r\n<h3>Embodying Our Values<\/h3>\r\n<p>Our core values remain our North Star as we start this next chapter of our journey together. Trust, Humility, Balance and a Growth Mindset will continue to guide us as we scale, ensuring we never lose sight of the DNA that got us here in the first place.<\/p>\r\n<p>I\u2019m personally committed to embodying <em>Humility<\/em>, my favorite of the four. It\u2019s integral that, as we grow, our leaders and employees keep humble and not lose sight of our mission. It\u2019s what keeps us focused, honest, collaborative, empathetic and, ultimately, successful.\u00a0<\/p>\r\n<p>Diversity is a key driver of innovation, and a critical component of success at a global scale, in every industry. We remain committed to building a supportive culture that empowers our employees and attracts diverse talent (we <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-2021-bay-area-best-places-to-work\/\" target=\"_blank\" rel=\"noopener\">ranked third<\/a> on the midsize companies list of 2021 Bay Area Best Places to Work, marking our fourth consecutive year on the list), and are working to set an expectation, and standard, for others in our industry. We're working hard to ensure that Iterable continues to prioritize our people and culture as we expand rapidly, aiming to end 2021 with nearly 600 employees around the globe.<\/p>\r\n<p>Two company objectives this year include living our values as we scale and becoming responsible global citizens. Our employees lead the <a href=\"https:\/\/iterable.com\/blog\/5-steps-building-amazing-company-culture\/\" target=\"_blank\" rel=\"noopener\">Iterable Affinity Groups<\/a>, which inform and support celebrations throughout the year that honor the diversity of our world and workforce, and contribute to a nature of inclusivity. This AAPI Heritage Month, our Asian and Pacific Islander Affinity group is hosting events to highlight the accomplishments, rich history and identity of Asian Americans and Pacific Islanders at Iterable and beyond.<\/p>\r\n<p>Our growth mindset allows us to support the changing needs of our employees, so we\u2019re thoughtfully considering how to safely come back to our offices, continue engaging with our <a href=\"https:\/\/iterable.com\/blog\/culture-without-borders-remote-work-iterable\/\" target=\"_blank\" rel=\"noopener\">remote employees<\/a> and support all <a href=\"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/\" target=\"_blank\" rel=\"noopener\">working parents<\/a>.<\/p>\r\n<h3>The Road Ahead<\/h3>\r\n<p>We just wrapped up another incredibly strong quarter, a testament to the hard work put in across the entire organization. Iterable\u2019s vision, culture and product are resonating with so many and there is enormous opportunity ahead of us.\u00a0<\/p>\r\n<p>I\u2019m energized and motivated. Let\u2019s embrace our values as we support one another in writing Iterable's next chapter. Let\u2019s be hungry to learn and grow together.<\/p>\r\n<p>Onwards,<br \/>\r\nAndrew Boni<br \/>\r\nCo-Founder &amp; CEO of Iterable<\/p>","post_title":"Focusing on the Future, Together","post_excerpt":"Andrew Boni shares his thoughts for the future of Iterable and the community as he steps into the role of CEO. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"andrew-boni-focusing-on-the-future-together","to_ping":"","pinged":"","post_modified":"2021-05-13 13:50:01","post_modified_gmt":"2021-05-13 20:50:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26251","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 13, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051321_Andrew-Boni_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051321_Andrew-Boni_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051321_Andrew-Boni_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051321_Andrew-Boni_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/andrew-boni-focusing-on-the-future-together\/"},{"ID":26225,"post_author":"35","post_date":"2021-05-12 11:02:30","post_date_gmt":"2021-05-12 18:02:30","post_content":"<p>If you've been around our content recently, you might have noticed a theme of <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/p>\r\n<p>As part of our effort to highlight these professionals, I'm excited to announce the kickoff of our brand new interview series, \"Dream It, Build It, Make It.\" In this series, I'll be diving deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.\u00a0<\/p>\r\n<p>The customer experience goes beyond the moment of purchase, and the guests I chat with show how granular and personalized you can truly get when focusing on the right things. We're all in this together, so what better way to collaborate than sharing ideas?<\/p>\r\n<p>First up, the co-founders of Neuro, <a href=\"https:\/\/getneuro.com\/\" target=\"_blank\" rel=\"noopener\">makers of functional gum and mints<\/a> to improve energy, clarity and focus.\u00a0<\/p>\r\n<h3>Meet Ryan and Kent From Neuro<\/h3>\r\n<p>In our chat, Ryan Chen and Kent Yoshimura covered a range of topics from building trust in the brand-customer relationship to being authentic when taking a stance on social issues. As a company that has committed to giving 1% of everything back, Neuro\u2014and Ryan and Kent\u2014feel strongly about instilling the personalities of the Neuro team in the overarching brand persona. It's less about a brand and more about the emotional connection with those behind the scenes.<\/p>\r\n<p>Also of note, we discussed how to tackle systemic issues. As Asian American founders, Ryan and Kent have felt the impact of the recent uptick in violence towards the AAPI community and made strides to give back in a meaningful and lasting way. The first step: authentically presenting oneself each and every day, not just during the designated days of recognition. Impact happens when <a href=\"https:\/\/iterable.com\/blog\/aapi-heritage-month-become-an-ally-with-email-marketing\/\" target=\"_blank\" rel=\"noopener\">consistency and transparency are present<\/a>.<\/p>\r\n<p>Impact also happens when collaboration happens. The team at Neuro has worked with dozens of other organizations like KIND Snacks to give back to communities and combat systemic inequalities throughout society.<\/p>\r\n<p>I could transcribe the whole thing here, but they say it so much better than I can! Give it a watch or a listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/CBh15rcHpoc[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>This is only the beginning of \"Dream It, Build It, Make It.\" Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"How Neuro Is Leading Change for Customers and Community","post_excerpt":"Neuro\u00a0puts personality and values into their brand mission. Take a listen to find out how they're leading change for customers and community.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"neuro-leading-change-customers-community","to_ping":"","pinged":"","post_modified":"2021-05-12 11:02:30","post_modified_gmt":"2021-05-12 18:02:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26225","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 12, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":16,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dream It Build It Make It Neuro\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_01_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/neuro-leading-change-customers-community\/"},{"ID":26152,"post_author":"79","post_date":"2021-05-10 10:17:17","post_date_gmt":"2021-05-10 17:17:17","post_content":"<p>After over a year of living\u2014and working\u2014through a pandemic, we\u2019re honored to be <a href=\"https:\/\/www.bizjournals.com\/sanfrancisco\/subscriber-only\/2021\/05\/07\/best-places-to-work-in-the-bay-area-4.html?b=1620329995%5E21903582\" target=\"_blank\" rel=\"noopener\">ranked third<\/a> on the midsize companies list of 2021 Bay Area Best Places to Work. While this may be our fourth time on the list, this year, in particular, is an important milestone for us. As we entered unfamiliar territory with COVID-19, we wanted to ensure our employees had everything they needed to not only get through the pandemic, but prosper in it.\u00a0<\/p>\r\n<p>We\u2019re dedicated to our culture and, at its core, our values. Relying on Trust, Humility, Balance and a Growth Mindset to guide how we conduct ourselves and our business has led to our supportive, employee-focused work environment.<\/p>\r\n<h3>Trusting Each Other<\/h3>\r\n<p>Switching to a completely remote workforce requires trust. Yes, leadership needs to trust the employees to execute tasks efficiently and effectively from home, but employees need to be able to trust leadership as well. Without an in-office presence, it\u2019s important for us to keep leadership decisions transparent within the organization.\u00a0<\/p>\r\n<p>During our weekly Town Hall Zoom meetings, for example, we always ensure there\u2019s time set aside for Q&amp;A. Anyone can ask anything through the lens of our values. This open format allows employees to directly connect with the leadership team.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #34c3f2;\"><em>\"Companies benefit when they put forth strenuous effort to strengthen and maintain trust. It's part of the molecular DNA of a great culture. At Iterable, we leverage our weekly Leadership AMA at Town Hall using <a class=\"c-link\" style=\"color: #34c3f2;\" href=\"http:\/\/sli.do\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"http:\/\/Sli.to\" data-sk=\"tooltip_parent\">Sli.do<\/a> to amplify our value of trust. We receive an average of some 100 questions and sentiments monthly. Providing outlets for Iterators to create real-time feedback loops drives engagement and a sense of belonging, which ultimately builds trust.\"<\/em><\/span><\/p>\r\n<p><img class=\"alignnone size-full wp-image-26193\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Nicole.png\" alt=\"Bay Area Best Places to Work Nicole Watkins Quote\" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Staying Humble<\/h3>\r\n<p>To stay grounded in what\u2019s happening around us\u2014outside of Iterable\u2014and keep an open dialogue, we have created Affinity Groups. Our Affinity Groups, which are founded and run by employees, aim to bring various perspectives, issues and conversations to the forefront. These groups work separately, and together, to ensure members of the Iterable team feel represented, included and educated on how to be a better ally.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_26201\" align=\"alignnone\" width=\"1500\"]<img class=\"size-full wp-image-26201\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Meet-the-AG-Leaders-_-FINAL.png\" alt=\"\" width=\"1500\" height=\"900\" \/> Our Affinity Group leaders make sure everyone feels welcome.[\/caption]\r\n\r\n<p>In addition, Iterable strives to be a responsible global citizen. We understand we\u2019re merely part of a bigger picture and we need to do everything in our power to contribute to the betterment of our planet. This past Earth Day, for example, Iterable planted trees on behalf of our customers and worked as a collective group in our own communities to clean up our neighborhoods.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #59c1a7;\"><em>\"There are a lot of companies that take their values very seriously, but I have found few companies that are willing to embody those values as completely as Iterable.\u00a0<\/em><\/span><\/p>\r\n<p><span style=\"color: #59c1a7;\"><em>While our growth has been remarkable, I think the most breathtaking aspect of Iterable is our ability to remain humble and never waver from what motivates our direction. Iterable has fostered a sense of respect and responsibility for the world around us as global citizens and everyday we are encouraged to live through the lens of these values.\"<\/em><\/span><\/p>\r\n<p><img class=\"alignnone wp-image-26173 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Ryan.png\" alt=\"Ryan Glavor Quote \" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Maintaining a Work\/Life Balance<\/h3>\r\n<p>Since the line between home and office was erased during COVID-19, it was important for us to give employees time to decompress. During the pandemic it was decided that everyone would have the first Friday of every month off. We refer to these as Balance Days because we want to highlight the importance of taking time for yourself, especially given what we\u2019ve all gone through in the past year.\u00a0<\/p>\r\n<p>As a result of implementing Balance Days, we\u2019ve seen an increase in both morale and productivity. We even have a Balance-themed Slack channel where we share what we did during our time off to get to know each other on a more personal level. Balance Days have been so beneficial for our team, they\u2019re now a permanent fixture on the Iterable calendar.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #ef3d55;\"><em>\"Balance Days are something that I never experienced before coming to Iterable. I think they are one of the many signs that Iterable truly cares about their employees. I was hired and onboarded during the pandemic, and having built-in days to focus on regeneration and self-care were just so important. It was a wonderful surprise when it was announced that Balance Days would be kept as an employee benefit, indefinitely! I deeply value our Balance Days and I am so grateful for this company, our values that we live by, and the constant support from our leadership. \"\u00a0<\/em><\/span><\/p>\r\n<p><img class=\"alignnone size-full wp-image-26179\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Caitlyn.png\" alt=\"Caitlyn Vestal Quote Bay Area Best Places to Work\" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Continuing to Grow<\/h3>\r\n<p>While we were all working from home, Iterable continued to grow our team and add members, like Caitlyn, to the Iterable family. However, in the past year we adapted our onboarding process to keep employees safe while still creating a welcoming experience.\u00a0<\/p>\r\n<p>With our fully remote onboarding in place, employees are now mailed everything they may need to get started on their first day. And, in order to simulate an in-office experience, each new employee gets sent a welcome box filled with fun Iterable swag, which would normally be waiting for them on their desk at the office.\u00a0<\/p>\r\n<p>Remote onboarding has its challenges and it\u2019s definitely not the same as being in an office together, but we\u2019re hoping our remote onboarding efforts have made the transition as easy as it can be until we\u2019re all back under one roof.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #6a266d;\"><em>\"Remote onboarding has been an exciting challenge. It\u2019s really what the cohort decides to make of it. I\u2019m there to facilitate and try to make it as engaging as possible. Mainly, I just want to share the company culture a bit so folks know they\u2019ve made the right decision to join us.\u00a0<\/em><\/span><\/p>\r\n<p><span style=\"color: #6a266d;\"><em>With each new cohort, I like to treat each hire as another human-being who is doing their best during a global pandemic. #Balance and #Trust are key. To me, the humanistic culture is what makes Iterable stand out. I\u2019ve been pleasantly surprised by how much leadership continues to put resources towards the PEOPLE.\"\u00a0<\/em><\/span><\/p>\r\n<p><img class=\"alignnone size-full wp-image-26185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_Anne.png\" alt=\"Anne Brandt Bay Area Best Places to Work Quote\" width=\"600\" height=\"100\" \/><\/p>\r\n<\/blockquote>\r\n<h3>Proud to Put People First\u00a0<\/h3>\r\n<p>When fully remote, it\u2019s tougher to keep connections between employees. First and foremost, however, we\u2019re people, not just employees or even Iterators. We\u2019re people with lives, families, challenges, needs and wants. Putting our values first as an organization helps us ensure that we\u2019re not only treating employees well, but we\u2019re treating people well.\u00a0<\/p>\r\n<p>Treating people well means prioritizing diverse perspectives and, with that, understanding the value of an open dialogue between all members of the Iterable community. We\u2019re proud to uphold our values and aim to empower Iterators to grow both personally and professionally.<\/p>\r\n<p><em>If you\u2019re interested in joining the Iterable family, check out the <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers page<\/a> for open positions!<\/em><\/p>","post_title":"Iterable Named a 2021 Bay Area Best Places to Work","post_excerpt":"We\u2019re honored to be a 2021 Bay Area Best Places to Work. Iterable prioritizes putting our people first while living our company values.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-a-2021-bay-area-best-places-to-work","to_ping":"","pinged":"","post_modified":"2021-05-10 10:40:53","post_modified_gmt":"2021-05-10 17:40:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26152","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 10, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Bay Area Best Places to Work\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/051021_2021-Bay-Area-Best-Places-to-Work_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-a-2021-bay-area-best-places-to-work\/"},{"ID":26065,"post_author":"79","post_date":"2021-05-06 09:19:59","post_date_gmt":"2021-05-06 16:19:59","post_content":"<p>May is <a href=\"https:\/\/asianpacificheritage.gov\/\" target=\"_blank\" rel=\"noopener\">Asian American and Pacific Islander Heritage Month<\/a>. In 2021, it comes at a fraught time in the U.S. as attacks on Asian Americans and Pacific Islanders, particularly elders and women, have soared.<\/p>\r\n<p><a href=\"https:\/\/adage.com\/article\/cmo-strategy\/how-marketers-are-responding-surging-aapi-hate-crimes-live-blog\/2322801\" target=\"_blank\" rel=\"noopener\">Brands have taken public stands<\/a> by donating to causes or issuing \"We Stand With\" statements. But, as with <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a> and <a href=\"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a>, brands can do more to demonstrate solidarity with their customers.<\/p>\r\n<p>Brands should leverage the intimacy of the inbox to begin recasting their messaging for authenticity and empathy. Email is an excellent starting point for a wider corporate effort to become more inclusive and deliver those messages to a valuable audience: their subscribers.<\/p>\r\n<h3>Leverage Email for Brand Activity<\/h3>\r\n<p>Attacks and discrimination against AAPI communities have risen exponentially during the pandemic, which some politicians and media commentators used to scapegoat Asian Americans.<\/p>\r\n<p><a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop Asian Hate recorded 3,795 \"hate incidents\u201d<\/a>\u2014from verbal assaults and discrimination to physical attacks\u2014from March 2020 through February 2021. This number doesn't include the March murders at several Atlanta-area spas, where six of those killed were Chinese and Korean women.<\/p>\r\n<p>That tragedy galvanized an outpouring of anger and support for AAPI communities and calls for action from groups like <a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop Asian Hate<\/a> and <a href=\"https:\/\/asiasociety.org\/blog\/asia\/term\/20983\" target=\"_blank\" rel=\"noopener\">Asia Society on Racism<\/a>.<\/p>\r\n<p>These brand statements are often posted on social media, but brands can use email as a powerful channel to increase AAPI representation in day-to-day brand messages.<\/p>\r\n<p>The inbox is a brand's direct connection to its audience. It\u2019s also the natural conduit to share how the brand is actively bringing about cultural changes to reduce fear, prejudice and racism.<\/p>\r\n<h3>4 Steps for Inclusive Messaging<\/h3>\r\n<p>Now that we\u2019ve established email as the correct conduit for your brand\u2019s intentional messaging, it\u2019s time to learn how to integrate the channel into your workflow. Follow the next steps to integrate inclusive messaging, and ensure your brand lands well with your customers (right at the top of their inbox).<\/p>\r\n<h4>1. Change begins with representation.<\/h4>\r\n<p>Don\u2019t wait for systematic progress to change your companies\u2019 culture! Challenging the status quo can start with your next email campaign.<\/p>\r\n<p>Who's in your email images? Do you use a diverse range of people in your messaging all year long? Or do you include them only at Diwali or Lunar New Year?<\/p>\r\n<h4>2. Quality control your calendar.<\/h4>\r\n<p>Take your mindset of active accountability and allyship to your marketing calendar and ensure the days that your brand is celebrating are inclusive, not exclusive. There are some holidays, like Independence Day (July 4) , that celebrates the freedom of most Americans, but not all Americans.<\/p>\r\n<p>You don\u2019t have to fully remove these instances from your marketing and editorial calendar, but take the time to ensure your campaigns recognize, support and celebrate all audiences to respect the experiences of marginalized communities.<\/p>\r\n<h4>3. Understand the different communities within the AAPI designation.<\/h4>\r\n<p>The latest edition of the AP Stylebook, which is the standard reference work for copy editors, journalists and writers of all kinds, has been updated to include <a href=\"https:\/\/www.poynter.org\/reporting-editing\/2021\/ap-stylebook-expands-asian-american-terms-revises-entry-on-disabilities\/\" target=\"_blank\" rel=\"noopener\">this recommendation<\/a> among others: \"Avoid using Asian as shorthand for Asian American when possible.\"<\/p>\r\n<p>\"Asia\" and \"Pacific Islands\" include people who are natives or claim heritage in five to six wide regions. Beyond China, Japan and Korea (East Asia), they can also include India and Pakistan (South Asian), the Philippines, Guam and Samoa (Hawaii and the Pacific islands), Vietnam and Thailand (Southeast Asia) and Afghanistan and Kyrgyzstan (Central Asia). (See <a href=\"https:\/\/www.api-gbv.org\/resources\/census-data-api-identities\/\" target=\"_blank\" rel=\"noopener\">this explainer<\/a> for the complete list.)<\/p>\r\n<p>Members of AAPI communities do not think and act like a solid bloc. A <a href=\"https:\/\/aapidata.com\/2020-survey\/\" target=\"_blank\" rel=\"noopener\">2020 survey<\/a> by AAPI Data found striking differences in political preferences and concerns among Chinese, Japanese, Vietnamese, Korean and other communities.<\/p>\r\n<h4>4. Collaborate with your communities.<\/h4>\r\n<p>The best way to eliminate stereotyping and misrepresentation in your messages is to have a diverse leadership and marketing team with members of underrepresented communities involved in creating or vetting your messaging.<\/p>\r\n<p>If diverse teams are not your reality yet, ask for help and guidance from advocacy groups within your company and beyond it. These can help you make sure you are putting out the right message\u2014at the right time. They also can help avoid sending out messages that can be misconstrued or offend, however inadvertently.<\/p>\r\n<p>Returning to the Lunar New Year example: This holiday, once referred to mainly as Chinese New Year, is celebrated throughout countries in and beyond Southeast Asia under various names. Focusing solely on the Chinese experience can negate the holiday experience for Korean, Indonesian or Thai customers. Including other cultural references can make your messages more meaningful.<\/p>\r\n<h3>5 Email Examples<\/h3>\r\n<h4>1. Glow Recipe<\/h4>\r\n<p>Glow Recipe's email is a blueprint for engaging customers in working against anti-Asian racism, and not just because it is a personal matter for the co-owners. In picturing its Clubhouse discussion leaders, the brand illustrates the diverse backgrounds and concerns of Asian Americans.<\/p>\r\n\r\n[caption id=\"attachment_26066\" align=\"alignnone\" width=\"424\"]<img class=\"size-full wp-image-26066\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Glow.png\" alt=\"Glow AAPI email\" width=\"424\" height=\"1600\" \/> <em>Glow Recipe helps further cultural understanding by inviting customers to listen to people tell their \"lived experiences.\" Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/699edbe2-ea88-3499-0dbd-3311266cf419\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Goldune<\/h4>\r\n<p>Goldune's email, sent on May 1, demonstrates how a brand can navigate a potentially tricky area as it rethinks its messaging around social and cultural issues. The email combines recognition and resources with an editor's note that explains why Goldune is not going the usual route of promoting items by AAPI makers.<\/p>\r\n\r\n[caption id=\"attachment_26072\" align=\"alignnone\" width=\"598\"]<img class=\"size-full wp-image-26072\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Goldune.png\" alt=\"Goldune AAPI Email\" width=\"598\" height=\"1476\" \/> <em>Goldune's email puts community over brand with its editor\u2019s note on AAPI Heritage Month. Source: Goldune<\/em>[\/caption]\r\n\r\n<h4>3. Grubhub<\/h4>\r\n<p>Instead of just focusing on the food to promote AAPI-owned restaurants, Grubhub's email turns the spotlight on the makers. This email features photos and quotes from two women restaurateurs, doubling the visibility at a time when AAPI women are more likely to sustain racial attacks.<\/p>\r\n\r\n[caption id=\"attachment_26078\" align=\"alignnone\" width=\"385\"]<img class=\"size-full wp-image-26078\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Grubhub.png\" alt=\"Grubhub AAPI Email\" width=\"385\" height=\"1600\" \/> <em>Grubhub also uses its email to encourage donations to support AAPI-owned restaurants affected by the pandemic. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/85c4b3fe-237c-11db-fed9-90192f74e226\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Casetify<\/h4>\r\n<p>Casetify's email, sent after the Atlanta spa shootings, departs from much of the usual brand messaging by promoting its alliance with Stop AAPI Hate. The email contains a sales promotion but notes the company would donate proceeds to the cause.<\/p>\r\n\r\n[caption id=\"attachment_26084\" align=\"alignnone\" width=\"403\"]<img class=\"wp-image-26084 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Casetify.png\" alt=\"Casetify Email Example\" width=\"403\" height=\"1323\" \/> <em>Casetify's email is a good example of balancing the need to generate sales with allying with a cause. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/c6c9b4c5-a699-f099-56fb-41fc405d8513\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>5. Our Place<\/h4>\r\n<p>Asian Americans and Pacific Islanders represent a wide range of countries. Cookware manufacturer Our Place highlights Laotian cooking in its email, and the brand regularly features cooks from Black, indigenous and other communities of people of color.<\/p>\r\n\r\n[caption id=\"attachment_26090\" align=\"alignnone\" width=\"432\"]<img class=\"wp-image-26090 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Our-Place.png\" alt=\"Our Place Email Example\" width=\"432\" height=\"1600\" \/> <em>Our Place's message: One pan, many cuisines. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/5b264337-e28d-25e8-b036-67a9723081f6\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>Dear Brands: Allyship Matters More Than Ever<\/h3>\r\n<p>We all have a role to play when it comes to acknowledging injustice, elevating voices and driving for change. Brands and businesses can take action as an ally and support the AAPI community by baking diversity and inclusion in their culture.<\/p>\r\n<p>Here are some more ways to show up as an ally:<\/p>\r\n<h4>1. Proactively learn about discrimination and challenges than AAPIs continue to face.<\/h4>\r\n<p>Read about the struggles of AAPI communities, like why they continue to be minimized. Learn also about the relationship the AAPI community has with the United States.<\/p>\r\n<ul>\r\n\t<li>How the <a href=\"https:\/\/www.npr.org\/sections\/codeswitch\/2017\/04\/19\/524571669\/model-minority-myth-again-used-as-a-racial-wedge-between-asians-and-blacks\" target=\"_blank\" rel=\"noopener\">Model Minority Myth<\/a> continues to perpetuate the conversation around AAPI, despite rising inequities within the community<\/li>\r\n\t<li><a href=\"https:\/\/asiasociety.org\/race-racism\" target=\"_blank\" rel=\"noopener\">Asia Society On Racism<\/a><\/li>\r\n\t<li><a href=\"https:\/\/asianpacificheritage.gov\/\" target=\"_blank\" rel=\"noopener\">Asian Pacific American Heritage Month<\/a><\/li>\r\n<\/ul>\r\n<h4>2. Take action to increase workplace diversity.<\/h4>\r\n<p>Having a diversity of backgrounds at all levels of the company leads to <a href=\"https:\/\/hbr.org\/2016\/11\/why-diverse-teams-are-smarter\" target=\"_blank\" rel=\"noopener\">enhanced innovation and creativity<\/a>, better and more holistic decision-making and problem-solving, and ultimately a stronger and more well-rounded team.<\/p>\r\n<p>At Iterable, we commit to increasing the number of women and underrepresented genders and underrepresented minorities in people manager and individual contributor roles at Iterable to 50% and 20%, respectively, by the end of the year (2021).<\/p>\r\n<h4>3. Build an inclusive culture at work.<\/h4>\r\n<p>Creating a culture of inclusivity empowers your workforce. Affinity Groups, which are employee-created and managed groups of people sharing a common purpose, community or interest, build safe and creative spaces for employees at Iterable.<\/p>\r\n<p>In celebration of AAPI Heritage Month, our Asian and Pacific Islander Affinity Group will be hosting events, sharing resources, and creating additional opportunities for educated discussions.<\/p>\r\n<h4>4. Support your local communities.<\/h4>\r\n<p>Giving back\u2014in time and financial support\u2014is a great way to support a cause. To help AAPI communities build strength and resilience, find ways to support them. Here are just a few resources to get started:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.gofundme.com\/f\/support-aapi-community-fund\" target=\"_blank\" rel=\"noopener\">AAPI Community Fund<\/a><\/li>\r\n\t<li><a href=\"https:\/\/asianpacificfund.org\/make-an-impact\/covid19-recovery-fund\/\" target=\"_blank\" rel=\"noopener\">Asian Pacific Fund COVID-19 Recovery Fund<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.asianmhc.org\/\" target=\"_blank\" rel=\"noopener\">Asian Mental Health Collective<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.nqapia.org\/\" target=\"_blank\" rel=\"noopener\">National Queer Asian Pacific Islander Alliance<\/a><\/li>\r\n<\/ul>\r\n<p>Standing up for AAPI communities is not a marketing moment. It's about doing the right thing. And you shouldn\u2019t wait to speak up! Start now to encourage story sharing and community evolution. Spark conversations with your marketing to enable those authentic stories and movements to emerge.<\/p>","post_title":"AAPI Heritage Month: Become an Ally With Email Marketing","post_excerpt":"May is Asian Americans and Pacific Islanders (AAPI) Heritage Month. This post shows the value of diversity while offering tips for creating inclusive messaging and how to be an ally. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"aapi-heritage-month-become-an-ally-with-email-marketing","to_ping":"","pinged":"","post_modified":"2021-05-06 09:45:14","post_modified_gmt":"2021-05-06 16:45:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26065","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 06, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AAPI Heritage Month Featured Image\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Featured-Image-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/aapi-heritage-month-become-an-ally-with-email-marketing\/"},{"ID":26021,"post_author":"79","post_date":"2021-05-05 09:56:07","post_date_gmt":"2021-05-05 16:56:07","post_content":"<p>Your customer database is the foundation for the work that you do. Whether you\u2019re building cross-channel customer journeys, A\/B testing email messaging, or using AI-based insights to power decisions, you\u2019re likely leveraging customer attributes, insights, and engagement history to power your workflows.<\/p>\r\n<p>Although customer data has become more available, many growth teams still struggle with aspects of data quality management such as data consistency across systems, identity resolution, and data planning, often relying on engineering for support. In fact, <a href=\"https:\/\/hbr.org\/2018\/04\/if-your-data-is-bad-your-machine-learning-tools-are-useless\" target=\"_blank\" rel=\"noopener\">a 2018 Harvard Business Review study<\/a> found that only 3% of surveyed companies had acceptable data quality standards.<\/p>\r\n<p>Growth teams with sound data quality management processes, on the other hand, are able to make data-driven decisions with more confidence and launch campaigns with greater efficiency. This post will walk through why customer data quality matters, the components of customer data quality you should be focusing on, and how a Customer Data Platform (CDP) can help you simplify data quality management.<\/p>\r\n<h3>Why Data Quality Matters<\/h3>\r\n<p>In today\u2019s customer-driven era, personalized customer experiences have become the customers\u2019 expectation. With the releases of Apple\u2019s App Tracking Transparency and legislations such as GDPR\/CCPA, customers have also become more aware of the value they are gaining from exchanging their data for personalized experiences. For marketers, this introduces a challenge \u2014 a mistargeted message can lead customers not only to disengage but also to lose trust in your brand.<\/p>\r\n<p>As customer data is the foundational asset with which you make targeting decisions, a lack of data quality at the start of the data pipeline can result in inaccurate messaging throughout your campaigns. Additionally, if you\u2019re leveraging ML predictive intelligence to drive your targeting, the quality of recommendations generated will only be as good as the customer database that your models are trained on.<\/p>\r\n<p>Even when data quality issues are caught, engineering teams often need to be called upon to remedy errors with one-off transformations, consistency checks across tools, and implementation updates, pulling them away from core development.<\/p>\r\n<p>With a system in place for data quality management, however, you\u2019re able to deliver targeted campaigns faster and with more confidence. For any paid campaigns, the increased targeting accuracy will make your campaigns more cost-efficient.<\/p>\r\n<h3>What does a high-quality customer database look like?<\/h3>\r\n<p>When managing customer data quality, here are a few characteristics to focus on:<\/p>\r\n<h4>Consistency, Accuracy, and Compliance<\/h4>\r\n<p>As customer events, attributes, and insights are collected from different digital touchpoints and cloud feeds, data points are often formatted differently. For example, a tool may be implemented to collect a user\u2019s first name from your iOS app as `firstName`, but implemented to collect the first name from Android as `First_name`. Such inconsistencies can make it difficult to build audience segments and activate campaigns within that tool.<\/p>\r\n<p>To maintain customer data quality, it\u2019s important to ensure that customer data points are implemented consistently across channels.<\/p>\r\n<p>Accuracy and completeness of data is also critical. If the data points attached to each customer profile are not correct or up-to-date, there will be a detrimental impact on downstream campaigns, analysis, and modeling.<\/p>\r\n<p>Furthermore, you need to make sure the data you\u2019ve collected is done so in compliance with all regulations. mParticle and Iterable have tools to help maintain compliance like <a href=\"https:\/\/docs.mparticle.com\/guides\/consent-management\/\" target=\"_blank\" rel=\"noopener\">Consent Management<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360059545771-Release-Notes-April-8-2021-\" target=\"_blank\" rel=\"noopener\">SMS Opt-Out<\/a>, respectively.<\/p>\r\n<h4>Accessibility<\/h4>\r\n<p>Teams across the organization from marketing, product, analytics, engineering, to support, all need to leverage customer data to make decisions. Even the most robust customer database is not worth much if key stakeholders cannot access it when they need to. When access to data is democratized, multiple teams are able to work off the same, high-quality data set, and make strategic decisions.<\/p>\r\n<p>It\u2019s also important that growth teams are enabled to make updates to their data pipeline, such as changing how audiences are built or which events are available in each tool, without having to request engineering support. This data independence allows you to get campaigns to market much faster and allows engineering to stay focused on core development.<\/p>\r\n<h4>Single View of the Customer<\/h4>\r\n<p>Growth teams need insights on customer interests and engagement history to inform strategic decisions. Without cross-channel data unified to single customer profiles, you\u2019re left stitching data across systems and marrying known and anonymous profiles manually\u2014a laboursome and inefficient process.<\/p>\r\n<p>Often, teams struggle to build high-quality customer profiles for two reasons: data is inaccessible or exists in silos across various systems, and\/or events and key actions such as cart abandonment can't be reconciled to individual user profiles.<\/p>\r\n<p>To activate your customer data for marketing initiatives and support compliance with GDPR and CCPA, it\u2019s important to have a system in place that allows you to unify cross-channel data to single customer profiles, control how known and anonymous profiles are merged, and enrich those profiles with engagement events.<\/p>\r\n<p>Using mParticle\u2019s <a href=\"https:\/\/docs.mparticle.com\/guides\/idsync\/introduction\" target=\"_blank\" rel=\"noopener\">IDSync<\/a> in conjunction with Iterable\u2019s nested data structure and <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation capabilities<\/a> keeps your customer profiles organized for greater impact in your personalization strategies.<\/p>\r\n<h4>Data Schema Validation<\/h4>\r\n<p>As your customer data set grows in complexity (more events, more channels), it can be extremely difficult to catch mis-logged events as they\u2019re collected in real time. Although your team may have established a data plan that catalogs the data points you are expecting to collect, data can easily be implemented inconsistently across channels or \u2018fat-fingered\u2019 when being logged.<\/p>\r\n<p>Simplify data quality management by having a monitoring system, like mParticle\u2019s <a href=\"https:\/\/www.mparticle.com\/platform\/detail\/data-master\" target=\"_blank\" rel=\"noopener\">Data Master<\/a>, in place that enables you to flag data plan violations as your data is collected. As errors arise, you\u2019ll be able to inspect the issue and work with your engineers to get it resolved.<\/p>\r\n<h3>Connecting With Iterable<\/h3>\r\n<p>For any customer-first organization, the point of collecting data is using it to deliver better customer experiences. While the systems used to ingest and validate customer data are critical, equally important are the tools used to activate that data and deliver engaging experiences.<\/p>\r\n<p>mParticle\u2019s Event and Audience integrations with Iterable enable you to send high-quality customer data to Iterable via a user-friendly connection, where it can then be used to power personalized experiences across channels. Additionally, mParticle\u2019s Iterable Feed integration allows you to forward engagement events across email, in-app message, sms, and push channels from Iterable back into mParticle, where they\u2019re tied to centralized mParticle customer profiles to keep your data consistent, organized, and actionable.<\/p>\r\n<p>The limiting factor of any data-driven campaign will be the quality of data used to power that campaign. With mParticle and Iterable, you\u2019re able to automate data quality protection, control how data is forwarded to Iterable without developer support, and use your data to deliver better experiences to your customers.<\/p>\r\n<p><em>For more, dive deeper into the <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/206352466-Integrating-with-mParticle\" target=\"_blank\" rel=\"noopener\">Iterable and mParticle integration<\/a>.<\/em><\/p>","post_title":"The Value of Prioritizing Customer Data Quality","post_excerpt":"This post will walk through why customer data quality matters, the components to focus on, and how a CDP helps you simplify data management.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"value-of-prioritizing-customer-data-quality","to_ping":"","pinged":"","post_modified":"2021-05-05 09:56:07","post_modified_gmt":"2021-05-05 16:56:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=26021","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 05, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"prioritizing customer data quality\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/prioritizing-customer-data-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/value-of-prioritizing-customer-data-quality\/"},{"ID":25955,"post_author":"79","post_date":"2021-05-04 10:18:52","post_date_gmt":"2021-05-04 17:18:52","post_content":"<p>It\u2019s safe to say that marketing today looks quite different than it has in the past\u2014or even just a year ago. Technological advancements and market changes have created a more connected and knowledgeable customer\u2014one that desires to be seen and heard by the brands they love.<\/p>\r\n<p>Customers increasingly expect brands to understand them as humans and deliver individualized, empathetic experiences in relation to their lifestyles and preferences. Brands that are able to convey genuine human connections and empathy across their digital messaging will be the ones who retain customers, gain new ones and turn them all into brand advocates.<\/p>\r\n<p>Simply put, providing human-centered customer experiences is the key to connecting with your customers and understanding them as individuals. One of the quickest ways to do just that is Brand Affinity\u2122, our <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">intelligent personalization solution powered by Iterable AI<\/a>.<\/p>\r\n<p>Brand Affinity helps marketers understand their customers beyond their discrete actions and tune into their customers\u2019 feelings. It gives you a holistic look at engagement across all of your messaging and calculates a score that indicates how likely each contact is to interact with future marketing messages. We then pipe the data through our AI and label each of your customers with either a loyal, positive, neutral, negative or unscored based on how engaged they are with your brand\u2019s messaging.<\/p>\r\n<p>Understanding sentiment can be challenging, but with Brand Affinity it becomes exponentially easier. We\u2019ve compiled a few examples below of how you can leverage Brand Affinity to intelligently translate customer engagement across channels into deeper, more meaningful connections with your customers.<\/p>\r\n<h3>Leveraging Brand Affinity for a Better Customer Experience<\/h3>\r\n<h4>1. Improving Customer Retention and Loyalty<\/h4>\r\n<p>They say <a href=\"https:\/\/technologyadvice.com\/blog\/marketing\/why-retention-is-the-new-acquisition\/\" target=\"_blank\" rel=\"noopener\">customer retention is the new acquisition<\/a>. Brand Affinity is designed to help brands maximize retention with their most loyal customers while mitigating against churn with at-risk users.<\/p>\r\n<p>For example, imagine you're a retailer gearing up for your annual summer sale and looking to send out an exclusive offer to your VIPs as a little something extra to say thank you. Inside Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation<\/a> engine, you can build out criteria to generate the precise list you\u2019re looking for. These criteria can be tailored to your needs, but here\u2019s an example of what it could look like:<\/p>\r\n<ul>\r\n\t<li>Customers who are 18 years or older<\/li>\r\n\t<li>Those with an LTV greater than $500<\/li>\r\n\t<li>With a least 1 purchase in the last 180 days<\/li>\r\n\t<li>And with the loyal Brand Affinity label, showing that they\u2019re actively tuned into your regular messaging<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_25956\" align=\"alignnone\" width=\"1067\"]<img class=\"size-full wp-image-25956\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Segmentation_BA_Blog_1.png\" alt=\"Segmentation_BA_Blog_#1\" width=\"1067\" height=\"452\" \/> <em>The Brand Affinity filter allows your segmentation to reach new levels of granularity.<\/em>[\/caption]\r\n\r\n<p>With the Brand Affinity filter, we have added in an extra sentimental layer that intelligently translates customer engagement into a dynamic contact property. Now, this target group is exclusively focused on customers who are regularly engaging with the brand and true advocates. By saving this audience as a dynamic list, you can ensure anyone that meets the criteria at the time of send receives this special offer.<\/p>\r\n<p>Now, let\u2019s say you are a subscription-based company that relies on annual memberships and recurring revenue. Customer retention and mitigating churn are critical for your business to increase customer lifetime value. By leveraging Brand Affinity\u2019s neutral and negative labels, you can zero in on customers who have disengaged with your messaging and are at risk of churn.<\/p>\r\n<p>Using <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">Workflow Studio<\/a>, you can create and automate a monthly triggered workflow to deliver nurture campaigns to re-engage customers using a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/209619926-Workflow-Filters\" target=\"_blank\" rel=\"noopener\">split node<\/a> with Brand Affinity.<\/p>\r\n\r\n[caption id=\"attachment_25962\" align=\"alignnone\" width=\"605\"]<img class=\"wp-image-25962 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/BA_Blog_Reengagement_Workflow-2.png\" alt=\"Brand Affinity_Blog_Reengagement_Workflow #2\" width=\"605\" height=\"1034\" \/> <em>Segmenting by Brand Affinity labels like \u201cneutral\u201d or \u201cnegative\u201d can be just as valuable for LTV as \u201cloyal\u201d and \u201cpositive.\u201d<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">Increasing LTV<\/a> is a key indicator of a successful customer experience. Using Brand Affinity to more closely segment your customers to their sentiment ensures a positive impact on your retention and loyalty metrics.<\/p>\r\n<h4>2. Increasing Transactional Conversions for Mobile<\/h4>\r\n<p>Retaining customers for continued engagement is important and useful, but transactional conversions are\u2014in many cases\u2014the goal. Brand Affinity is also incredibly useful in driving conversions.<\/p>\r\n<p>Let\u2019s say you\u2019re a mobile app services company focused on retaining active customers with the app and driving incremental orders. With a majority of transactions and engagement taking place on mobile devices within your app, you can use Brand Affinity to power intelligent and personalized push messages to increase order rates, lower uninstalls and increase transactional conversions.<\/p>\r\n<p>One way to do this is through an event workflow triggered by a cart abandonment. Using a similar split node to the last use case, you can deliver a timely push message to loyal and positive affinity customers with an incentivized offer, while sending a nurture email to those users who may not be as engaged with your mobile marketing messaging.<\/p>\r\n\r\n[caption id=\"attachment_25968\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-25968\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/BA_Blog_Cart_Abandonment_Mobile-3.png\" alt=\"BA_Blog_Cart_Abandonment_Mobile\" width=\"600\" height=\"768\" \/> <em>Brand Affinity labels are another way to tailor your messaging, creating a more personalized experience.<\/em>[\/caption]\r\n\r\n<p>In doing so, you are ensuring customers receive relevant messages via the channels that work best for them based on their sentiment and engagement levels.<\/p>\r\n<h4>3. Repairing Deliverability Issues<\/h4>\r\n<p>Nobody wants to end up in the spam folder. At the very least, you want your audience to see your message. In that vein, Brand Affinity can help resolve deliverability and sender reputation issues that cause emails to be blocked or placed in that dreaded spam folder.<\/p>\r\n<p>Maybe you\u2019re a media company that heavily relies on email as a channel to drive revenue and you suddenly see open rates drop for Gmail, which comprises more than 60% of your active email audience.<\/p>\r\n<p>One of the more tried and true tactics to improve deliverability is to focus on your most active and engaged users to boost your positive reputation and help shift the mailbox provider\u2019s sophisticated algorithms perception of your emails.<\/p>\r\n<p>With Brand Affinity, you can create an audience segment for Gmail users who have either a neutral, negative or unscored affinity label and save it as a dynamic list to exclude these users from campaigns where this suppression list is applied.<\/p>\r\n\r\n[caption id=\"attachment_25986\" align=\"alignnone\" width=\"980\"]<img class=\"size-full wp-image-25986\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/Optional-4-GIF-Gmail_Suppress_List_BA_Blog_GIF.gif\" alt=\"(Optional #4 GIF) Gmail_Suppress_List_BA_Blog_GIF\" width=\"980\" height=\"752\" \/> <em>Strategic segmentation such as this can greatly improve your deliverability and reputation, making it easier to retain customers.<\/em>[\/caption]\r\n\r\n<p>By holding out Gmail users who are disengaging with your messaging, you increase the likelihood of improving your positive engagement signals and resolving your Gmail spam issue.<\/p>\r\n<h4>4. Individualizing Campaign Content Experience<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">Dynamic content<\/a> is key pillar of personalizing the customer experience. Not all content is relevant for everyone in your database.<\/p>\r\n<p>Since Brand Affinity is used to fill out the user profile, it can be applied anywhere in the Iterable platform that other user profile fields can be used, including personalizing campaign experiences through dynamic content.<\/p>\r\n<p>Imagine you are a travel and hospitality company that focuses on personalizing message content to match customers with experiences. Inside our message builder, you can create different experiences to offer your customers within the same campaign by incorporating affinity labels into conditional logic.<\/p>\r\n<p>In this example below, you could offer an extra 15% off your next booking for loyal and positive customers while creating a fallback offer for all other affinity customers.<\/p>\r\n\r\n[caption id=\"attachment_26001\" align=\"alignnone\" width=\"1000\"]<img class=\"size-full wp-image-26001\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/AC_BA_preview-with-data-5.gif\" alt=\"Brand Affinity_preview with data #5\" width=\"1000\" height=\"564\" \/> <em>Personalization based on sentiment can drive increased conversions and engagement across the spectrum of your audience.<\/em>[\/caption]\r\n\r\n<p>By incorporating Brand Affinity into dynamic content strategies, brands can easily create more personalized customer experiences to deliver the right content based on customer sentiment.<\/p>\r\n<h3>Versatility at Your Fingertips<\/h3>\r\n<p>We want to bring the power of Iterable AI to your fingertips, so we have intentionally designed Brand Affinity to be integrated across the Iterable platform to deliver highly personalized experiences at every stage of the customer journey.<\/p>\r\n<p>The examples above are just the tip of the iceberg. There are <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">numerous ways<\/a> to take advantage of Brand Affinity to easily personalize customer experiences at every stage of the lifecycle. It\u2019s only limited by the ways in which sentiment factors into your customer experience strategies!<\/p>\r\n<p><em>If you would like to learn more about Brand Affinity or any of Iterable\u2019s AI products, please contact your Customer Success Manager or visit <a href=\"https:\/\/www.iterable.com\/ai\" target=\"_blank\" rel=\"noopener\">iterable.com\/ai<\/a> for more information and schedule a demo.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"4 Ways Brand Affinity\u2122 Improves Customer Experience","post_excerpt":"Brand Affinity is the key to a human-centered customer experience. Here are just four ways you can improve your customer personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-brand-affinity-improves-customer-experience","to_ping":"","pinged":"","post_modified":"2021-05-04 10:18:52","post_modified_gmt":"2021-05-04 17:18:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25955","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 04, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Brand Affinity use cases\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/"},{"ID":25942,"post_author":"38","post_date":"2021-04-30 14:04:11","post_date_gmt":"2021-04-30 21:04:11","post_content":"","post_title":"From the Ground Up: Your Guide to Evolving Email Personalization","post_excerpt":"Hear why Blockchain.com is doubling down on their customer experience and applying proven personalization tactics to improve the engagement performance of their email strategy with Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"from-the-ground-up-your-guide-to-evolving-email-personalization","to_ping":"","pinged":"","post_modified":"2021-04-30 14:04:11","post_modified_gmt":"2021-04-30 21:04:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25942","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/From-The-Ground-Up-Blockchain_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/From-The-Ground-Up-Blockchain_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/From-The-Ground-Up-Blockchain_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/From-The-Ground-Up-Blockchain_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/from-the-ground-up-your-guide-to-evolving-email-personlization"},{"ID":25934,"post_author":"38","post_date":"2021-04-30 14:00:32","post_date_gmt":"2021-04-30 21:00:32","post_content":"","post_title":"Reforging Relationships: Shifting Focus From Conversions to Conversations","post_excerpt":"Learn why marketers need to shift focus, and not just drive short-term growth or conversions, how to practically drive growth and focus on LTV, and measuring and influencing LTV throughout the customer lifecycle.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"reforging-relationships-shifting-focus-from-conversions-to-conversations","to_ping":"","pinged":"","post_modified":"2021-04-30 14:00:32","post_modified_gmt":"2021-04-30 21:00:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25934","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Reforging-Relationships_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Reforging-Relationships_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Reforging-Relationships_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Reforging-Relationships_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/reforging-relationships-shifting-focus-from-conversions-to-conversations"},{"ID":25926,"post_author":"38","post_date":"2021-04-30 13:58:13","post_date_gmt":"2021-04-30 20:58:13","post_content":"","post_title":"Breaking Down Data Barriers With an Unmatched Mobile Strategy","post_excerpt":"Cars.com shares how they break down device silos to enhance the consumer shopping experience, and turn sessions into conversions.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"breaking-down-data-barriers-with-an-unmatched-mobile-strategy","to_ping":"","pinged":"","post_modified":"2021-04-30 13:58:13","post_modified_gmt":"2021-04-30 20:58:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25926","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Breaking-Down-Data-Barriers_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Breaking-Down-Data-Barriers_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Breaking-Down-Data-Barriers_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Breaking-Down-Data-Barriers_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/breaking-down-data-barriers-with-an-unmatched-mobile-strategy"},{"ID":25918,"post_author":"38","post_date":"2021-04-30 13:56:09","post_date_gmt":"2021-04-30 20:56:09","post_content":"","post_title":"CX, Sleep, Coffee, Repeat: Behind the Scenes of Blue Bottle\u2019s Data Strategy","post_excerpt":"Blue Bottle Coffee shares how they used Segment and Iterable to unify online and in-store data across 90+ locations in the U.S. and Asia. You\u2019ll walk away with a jolt of caffeine on how to power a more cohesive customer experience.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cx-sleep-coffee-repeat-behind-the-scenes-of-blue-bottles-data-strategy","to_ping":"","pinged":"","post_modified":"2021-04-30 13:56:09","post_modified_gmt":"2021-04-30 20:56:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25918","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/CX-Sleep-Repeat_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/CX-Sleep-Repeat_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/CX-Sleep-Repeat_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/CX-Sleep-Repeat_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/cs-sleep-coffee-repeat-behind-the-scenes-of-blue-bottles-data-strategy"},{"ID":25910,"post_author":"38","post_date":"2021-04-30 13:53:58","post_date_gmt":"2021-04-30 20:53:58","post_content":"","post_title":"Delivering a Personalized Experience: 4 Steps You Didn\u2019t Know You Needed to Take","post_excerpt":"DoorDash walks through their four steps to delivering individualized customer experiences. Learn the teams and tools required to achieve world-class personalization, and get actionable steps to personalize touchpoints across email, push and more.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"delivering-a-personalized-experience-4-steps-you-didnt-know-you-needed-to-take","to_ping":"","pinged":"","post_modified":"2021-04-30 13:53:58","post_modified_gmt":"2021-04-30 20:53:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25910","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Delivering-a-Personalized-Experience_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Delivering-a-Personalized-Experience_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Delivering-a-Personalized-Experience_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Delivering-a-Personalized-Experience_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/delivering-a-personalized-experience-4-steps-you-didnt-know-you-needed-to-take"},{"ID":25900,"post_author":"38","post_date":"2021-04-30 13:48:45","post_date_gmt":"2021-04-30 20:48:45","post_content":"","post_title":"Experimentation Escapades: How Hipcamp Optimized the Campground Experience","post_excerpt":"Hipcamp dives deep into their experimentation strategy using Iterable and Amplitude. Learn how to optimize messaging workflows to drive customer engagement, and use product analytics to increase lifetime value.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"experimentation-escapades-how-hipcamp-optimized-the-campground-experience","to_ping":"","pinged":"","post_modified":"2021-04-30 13:50:38","post_modified_gmt":"2021-04-30 20:50:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25900","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Experimentation-Escapades_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Experimentation-Escapades_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Experimentation-Escapades_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Experimentation-Escapades_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/experimentation-escapades-how-hipcamp-optimized-the-campground-experience\/"},{"ID":25891,"post_author":"38","post_date":"2021-04-30 13:47:04","post_date_gmt":"2021-04-30 20:47:04","post_content":"","post_title":"Tuned In: How Stitcher Reactivates Lost Listeners","post_excerpt":"Hear how Stitcher optimized its reactivation strategy to recapture listeners and increase monthly average users.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tuned-in-how-stitcher-reactivates-lost-listeners","to_ping":"","pinged":"","post_modified":"2021-04-30 13:47:04","post_modified_gmt":"2021-04-30 20:47:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25891","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Stitcher-Reactivates-Lost-Listeners_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Stitcher-Reactivates-Lost-Listeners_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Stitcher-Reactivates-Lost-Listeners_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Stitcher-Reactivates-Lost-Listeners_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/tuned-in-how-stitcher-reactivates-lost-listeners"},{"ID":25883,"post_author":"38","post_date":"2021-04-30 13:43:40","post_date_gmt":"2021-04-30 20:43:40","post_content":"","post_title":"The Rise of the Digital Native: Adapting Your CX to Consumer Expectations","post_excerpt":"Watch a deep-dive through the consumer trends that you need to know to capture the hearts, and minds, of your audiences today and how they can impact your marketing success.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-rise-of-the-digital-native-adapting-your-cx-to-consumer-expectations","to_ping":"","pinged":"","post_modified":"2021-04-30 13:43:40","post_modified_gmt":"2021-04-30 20:43:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25883","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Rise-of-the-Digital-Native_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Rise-of-the-Digital-Native_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Rise-of-the-Digital-Native_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Rise-of-the-Digital-Native_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/the-rise-of-the-digital-native-adapting-your-cx-to-consumer-expectations"},{"ID":25875,"post_author":"38","post_date":"2021-04-30 13:40:36","post_date_gmt":"2021-04-30 20:40:36","post_content":"","post_title":"Marketing & Product Unite: Unlocking Growth Through Strong Team Alignment","post_excerpt":"In order to unlock growth and deliver value to both customers and investors, the Zoopla team knew they had to modernize their tech stack. Hear how they evaluated new technology partners, and how they\u2019re working to position Zoopla for growth.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"marketing-product-unite-unlocking-growth-through-strong-team-alignment","to_ping":"","pinged":"","post_modified":"2021-04-30 13:40:36","post_modified_gmt":"2021-04-30 20:40:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25875","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Marketing-Product-Unite_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Marketing-Product-Unite_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Marketing-Product-Unite_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Marketing-Product-Unite_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/marketing-product-unite-unlocking-growth-through-strong-team-alignment"},{"ID":25861,"post_author":"38","post_date":"2021-04-30 13:29:54","post_date_gmt":"2021-04-30 20:29:54","post_content":"","post_title":"The Authenticity Age: What It Means to Be a Mission-Driven Brand","post_excerpt":"Building an empathetic, cause-oriented connection is at the heart of mission-driven marketing. Beyond simply pursuing a profit, mission-driven brands seek to have an impact on the world around them. Join B-Corp leaders to learn how to balance building a business and making an impact.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-authenticity-age-what-it-means-to-be-a-mission-driven-brand","to_ping":"","pinged":"","post_modified":"2021-04-30 13:33:55","post_modified_gmt":"2021-04-30 20:33:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25861","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/The-Authenticity-Age_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/the-authenticity-age-what-it-means-to-be-a-mission-driven-brand"},{"ID":25851,"post_author":"38","post_date":"2021-04-30 11:29:38","post_date_gmt":"2021-04-30 18:29:38","post_content":"","post_title":"Activate Keynote: Building Human Connection in a Digital World","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"activate-keynote-building-human-connection-in-a-digital-world","to_ping":"","pinged":"","post_modified":"2021-04-30 13:26:10","post_modified_gmt":"2021-04-30 20:26:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25851","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Activate Video","pretty_date":"April 30, 2021","terms":[{"term_id":8579,"name":"Activate Video","slug":"activate-video","term_group":0,"term_taxonomy_id":8579,"taxonomy":"resource_type","description":"","parent":1696,"count":11,"filter":"raw","term_order":"0"}],"term_slugs":["activate-video"],"term_names":["Activate Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Building-Human-Connection-in-a-Digital-World_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/activate\/_schedule\/keynote-building-human-connection-in-a-digital-world"},{"ID":25732,"post_author":"43","post_date":"2021-04-21 17:48:29","post_date_gmt":"2021-04-22 00:48:29","post_content":"<p>Since 1956, Jersey Mike\u2019s has been serving delicious, made-to-order sub sandwiches to hungry diners. What started as a small, independent shop in Point Pleasant, New Jersey has now grown to nearly 2,000 locations worldwide. As its brick-and-mortar footprint expanded, Jersey Mike's recognized the need to marry its legacy in-store experience to the demands of today's digital-first consumers.<\/p>\r\n<p><span style=\"font-weight: 400;\">Join Kelly McGee, Director of Digital Marketing, as she shares how:<\/span><\/p>\r\n<ul>\r\n\t<li>Jersey Mike\u2019s transformed its digital experience to embrace consumer expectation<\/li>\r\n\t<li>The right tech stack laid the foundation for a unified customer experience<\/li>\r\n\t<li>They leverage data to deliver personalized, cross-channel messages that build loyalty<\/li>\r\n<\/ul>","post_title":"Hungry for Transformation: How Jersey Mike\u2019s Created a Unified Customer Experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"jersey-mikes-hungry-for-transformation","to_ping":"","pinged":"","post_modified":"2021-06-02 10:56:24","post_modified_gmt":"2021-06-02 17:56:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=25732","menu_order":6,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 21, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/ITE_Hungry-for-Transformation_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/jersey-mikes-hungry-for-transformation\/"},{"ID":25646,"post_author":"79","post_date":"2021-04-21 10:07:22","post_date_gmt":"2021-04-21 17:07:22","post_content":"<p>So you\u2019re ready to upgrade your marketing technology stack? It\u2019s a big undertaking, but one that can be endlessly fruitful, especially if you choose technologies that integrate seamlessly.<\/p>\r\n<p>No matter the onus behind your adventure into a modern martech stack\u2014new resources, scalability, data management, inefficiencies\u2014one thing rings true: you\u2019re making a change for the betterment of your team and business overall.<\/p>\r\n<p>The first step is acknowledging the need. Now you get the fun task of researching the <a href=\"https:\/\/chiefmartec.com\/2020\/04\/marketing-technology-landscape-2020-martech-5000\/\" target=\"_blank\" rel=\"noopener\">thousands of available martech tools<\/a>!<\/p>\r\n<p>Once you\u2019ve established the core needs of your business, you can begin conversations with some of your top choices.<\/p>\r\n<p>We <a href=\"https:\/\/iterable.com\/webinars\/5-truths-kahoot-learned-while-integrating-their-martech-stack\/\" target=\"_blank\" rel=\"noopener\">recently sat down<\/a> with Arnbj\u00f8rn Marklund, Senior Customer Journey Manager at <a href=\"https:\/\/kahoot.com\/\" target=\"_blank\" rel=\"noopener\">Kahoot!<\/a>, and Mike Rhodes, Founding Director at <a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener\">ConsultMyApp<\/a>, to discuss the process of creating an integrated martech stack and the five truths Kahoot! learned along the way.<\/p>\r\n<p>When evaluating technologies for your martech stack, these are five truths you have to address to ensure success.<\/p>\r\n<h3>The 5 Truths for Martech Stack Success<\/h3>\r\n<h4>Truth #1: You need a thorough RFP process<\/h4>\r\n<p>The Request For Proposal (RFP) process is integral to building a martech stack that is seamless, integrated and successful in the near- and long-term.<\/p>\r\n<p>When kicking off the RFP process, make sure you go in armed with the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/\" target=\"_blank\" rel=\"noopener\">right questions<\/a>. Tailor these questions to your use case too. Which channels are you evaluating for use? What other tools do you have in place that you use regularly and would like to integrate with the new ones?<\/p>\r\n<p>The game-based learning platform Kahoot!, for example, saw massive growth in their app so when evaluating martech platforms, cross-channel capabilities were high on the list of priorities. Further, the ability to integrate with the mobile-specific platforms in place became a deciding factor.<\/p>\r\n<p>The key to the RFP process is recognizing that you have needs now, but these are fluid and will change as you scale. Can the vendor you\u2019re evaluating meet your needs now and grow with you? It\u2019s better to know this answer before diving into a relationship.<\/p>\r\n<h4>Truth #2: Make user stories or business cases part of your RFP<\/h4>\r\n<p>Everyone loves a good story. A story provides context. It adds stakes to actions. In your RFP process, contextualizing your needs in the form of user stories or business cases helps pressure test the compatibility with your goals.<\/p>\r\n<p>In doing so, you\u2019re voicing the \u201cwhy\u201d behind the features and capabilities you\u2019re seeking from your martech stack.<\/p>\r\n<p>When telling the story, you are analyzing if the tool in question would actually work as you\u2019d expect. \u201cYeah we can do that!\u201d is not enough in this situation. Ask the vendor to walk you through how they would achieve that. Not only are you testing the platform\u2019s capabilities, but also the potential partnership you\u2019d have with the vendor\u2014an underrated, oft-overlooked aspect of martech stack success.<\/p>\r\n<h4>Truth #3: Get the integration right<\/h4>\r\n<p>You\u2019ve selected the right technology for your business. Now the implementation and integration process begins. The <a href=\"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/\" target=\"_blank\" rel=\"noopener\">migration to a new martech stack<\/a> can be daunting, but not if you prepare yourself and your teams beforehand.<\/p>\r\n<p>The integration, in particular, requires cross-functional communication and collaboration internally and externally. Kahoot! scheduled weekly meetings to set goals and align internal resources across the engineering and marketing organizations to make sure everyone was on the same page.<\/p>\r\n<p>ConsultMyApp, experts in mobile marketing, recommends a phased approach, rather than a \u201cbig bang\u201d where you hit a proverbial on-switch and all of the systems light up in unison. Take your time and focus on the process, getting each step right. Few things are more frustrating than having to go back 3-5 steps in the process to fix something that is hindering progress.<\/p>\r\n<p>Get everyone up to speed. Align goals internally and externally. Don\u2019t rush the integration.<\/p>\r\n<h4>Truth #4: Work on quick wins<\/h4>\r\n<p>To paraphrase the old adage, don\u2019t focus on the result, focus on the journey. Upgrading your martech stack has an end goal in mind. You are undoubtedly working towards a level of efficiency that your previous stack could only dream of.<\/p>\r\n<p>That\u2019s awesome! It\u2019s important to work towards that, but also don\u2019t forget the small wins in the process that propel you forward. A good way to look at this is this: by looking at new martech options, you should first look at the basics. Can the new platforms do the basics well in a way that makes them seem...well...basic?<\/p>\r\n<p>A quick win for Kahoot! was getting email campaigns right. They wanted to drive feature awareness and convert free users to paying customers. When vetting new martech, something straightforward like an email campaign helped identify which vendors prioritized ease-of-use.<\/p>\r\n<p>Much like Truth #3, here you also want to take a phased approach. Quick wins do wonders in demonstrating ROI and value.<\/p>\r\n<h4>Truth #5: Get to know your customer success contacts<\/h4>\r\n<p>Truth 5A could really be \u201cyou are not alone\u201d in the martech stack upgrade process. The selection of new technologies does not end once the implementation is complete. There is no handing over of the keys and saying \u201cit\u2019s yours now.\u201d<\/p>\r\n<p>You\u2019re embarking on a new partnership by selecting new martech platforms. Get to know your customer success (CS) contacts. Make sure you are able to collaborate effectively and that these support branches understand your business case inside and out.<\/p>\r\n<p>It\u2019s also a great way to differentiate vendors. Is your CS manager local to your time zone? Is the vendor a large or small organization? The answer could be helpful in understanding the level of support available to you.<\/p>\r\n<p>Don\u2019t be afraid to ask these types of questions to make sure you will be taken care of. With 100% certainty, you will encounter something post-integration that you didn\u2019t think of during the RFP process. It happens. Will your vendor be there to support you?<\/p>\r\n<h3>Finding the Devil in the Details<\/h3>\r\n<p>In the interest of truth, upgrading your martech stack will probably be somewhat stressful. The considerations for your business are vast and the available tools are numerous.<\/p>\r\n<p>But it\u2019s all about your mindset and preparedness. Focus on the five truths above and you will already be well on your way to finding the right tools for you.<\/p>\r\n<p><em>Learn more about these five truths by <a href=\"https:\/\/iterable.com\/webinars\/5-truths-kahoot-learned-while-integrating-their-martech-stack\/\" target=\"_blank\" rel=\"noopener\">watching our webinar<\/a> with Kahoot! and ConsultMyApp, and if you want to learn more about migrating to Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>! We'd be happy to discuss the details of upgrading your martech stack.<\/em><\/p>","post_title":"Upgrading Your MarTech Stack: 5 Must-Know Truths From Kahoot!","post_excerpt":"When evaluating technologies for your martech stack, these are five truths you have to address to ensure long-term success.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"upgrading-your-martech-stack-5-must-know-truths-kahoot","to_ping":"","pinged":"","post_modified":"2021-04-21 10:07:22","post_modified_gmt":"2021-04-21 17:07:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25646","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Upgrading Your MarTech Stack: 5 Must-Know Truths\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Kahoot3-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/upgrading-your-martech-stack-5-must-know-truths-kahoot\/"},{"ID":25645,"post_author":"79","post_date":"2021-04-20 13:18:49","post_date_gmt":"2021-04-20 20:18:49","post_content":"<p>While having customer data is vital, the challenge for marketers then becomes figuring out how to use it. The right combination of tools in your tech stack allows you to focus on extracting customer insights from the data rather than getting distracted by the process of collecting it.<\/p>\r\n<p>The problem for many marketers then becomes understanding how the data can be contextualized in the customers\u2019 lifecycle. What do these granular data points tell you about the customer as an individual? If your data is spread across platforms that aren\u2019t communicating, the process of bringing it all together can be tedious. By the end, you\u2019re burnt out and can\u2019t bear to look at another spreadsheet.<\/p>\r\n<p>There\u2019s no hard-and-fast \u201cright\u201d method or template to modernize your tech stack, but there are some tools and techniques that can be implemented to help you improve data collection processes to get the most out of your customer data.<\/p>\r\n<h3>The Challenges of an Antiquated Tech Stack in a Growing Business\u00a0<\/h3>\r\n<p>As companies grow, numerous efficiency issues can arise. The goal of creating a consistent, seamless journey for users can become more and more challenging as new tools are introduced, creating new silos of data that sometimes don\u2019t communicate with one another. On top of that, in a time of growth, businesses set even loftier marketing goals to utilize new channels through which they can reach their customers.<\/p>\r\n<p>The combination of rapid growth and siloed communication between tools is often the ultimate catalyst for tech stack modernization.<\/p>\r\n<p>For example, Matt Naturman, Associate Marketing Manager of Lifecycle Marketing at <a href=\"https:\/\/www.care.com\/\" target=\"_blank\" rel=\"noopener\">Care.com<\/a>, a platform for finding quality family care, cited this exact lack of communication as the reason for modernizing Care.com\u2019s tech stack.<\/p>\r\n<p>Matt said that as a result of the siloed communication:<\/p>\r\n<ul>\r\n\t<li>The engineering team was bogged down with uploading data to multiple platforms.<\/li>\r\n\t<li>The marketing team was spending all of their time trying to create cross-channel campaigns without a consistent data source.<\/li>\r\n\t<li>And the analysts were feverishly trying to piece together a 360\u00b0 view of the customer.\u00a0<\/li>\r\n<\/ul>\r\n<p>As brands continue to grow, creating <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customer journey maps<\/a> and testing and analyzing data more efficiently becomes increasingly more important. Having the right combination of technologies that communicate effectively becomes crucial to scaling personalized campaigns.<\/p>\r\n<h3>Improving Cross-Channel Efficiency With Iterable and Amplitude<\/h3>\r\n<p>A big factor of the communication breakdown that happens in many stacks is the utilization of multiple channels. Maintaining a seamless customer journey across channels is necessary, but can become difficult when using disparate systems for each channel.\u00a0<\/p>\r\n<p>That\u2019s where Care.com turned to Iterable and Amplitude for help. Paired with <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a>, Iterable allows marketing teams to get a user-friendly view of cross-channel campaign performance while understanding each customer at an individual level.\u00a0<\/p>\r\n<p>In essence, Care.com created an information loop. With Amplitude, they set up alerts to know when metrics within a chart perform outside of a designated range. Matt, for example, set up alerts to inform his team when the number of abandoned cart emails sent increased or decreased 10%, compared to the previous day. Using alerts, the team could monitor metrics more quickly and efficiently to garner insights and capture campaign performance.<\/p>\r\n<p>Then, via Iterable, these quick campaign insights can be used in real time for <a href=\"https:\/\/iterable.com\/blog\/roadblocks-successful-ab-testing\/\" target=\"_blank\" rel=\"noopener\">testing across multiple channels<\/a>. Test. Analyze. Test. Analyze. Rinse and repeat.<\/p>\r\n<p>This efficiency kept insights available in real time to gather more detailed data about each customer and trigger personalized communications based on their actions.<\/p>\r\n<h3>Showing Impact Through Data<\/h3>\r\n<p>Thanks to the <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">seamless integration between Iterable and Amplitude<\/a>, brands can quickly gain access to a clearer view of how their marketing communications are directly impacting product use.<\/p>\r\n<p>Specifically, with Amplitude\u2019s funnel charts, marketers can see how customers interacted with an email and then, in turn, how those emails performed against KPIs.<\/p>\r\n\r\n[caption id=\"attachment_25618\" align=\"alignnone\" width=\"1528\"]<img class=\"size-full wp-image-25618\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Slide-13-Care-Presentation-Blog.png\" alt=\"Modernized tech stack care.com\" width=\"1528\" height=\"634\" \/> <em>Funnel charts in Amplitude paint a clear picture of the effectiveness of Care.com's marketing messages.<\/em>[\/caption]\r\n\r\n<p>Matt\u2019s team uses Iterable and Amplitude, in tandem, to constantly test and optimize. For example, users often expect follow-up messaging after they abandon their carts. Matt wanted to understand the impact of using multiple channels and sending a <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notification<\/a> alongside the abandoned cart email.<\/p>\r\n\r\n[caption id=\"attachment_25612\" align=\"alignnone\" width=\"725\"]<img class=\"size-full wp-image-25612\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-19-at-3.12.54-PM.png\" alt=\"Care.com workflow\" width=\"725\" height=\"722\" \/> <em>Testing the abandoned cart workflow in Iterable demonstrated the benefits of sending early push notifications.<\/em>[\/caption]\r\n\r\n<p>The results of the test showed that sending the push notification earlier in the<a href=\"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/\" target=\"_blank\" rel=\"noopener\"> abandoned cart workflow<\/a> resulted in a statistically significant conversion rate.<\/p>\r\n<p>Since the Iterable and Amplitude integration allows for quicker testing and easier access to data and test results, impactful conclusions can be drawn faster. This, ultimately, speeds up customer experience optimization.<\/p>\r\n<h3>A Tech Stack That Strives for Efficiency<\/h3>\r\n<p>Tech stack modernization gives brands the ability to test quickly, giving your team more time to analyze the data and understand the users as individuals. Like we said at the top, there is no template for the best way to do this, but the best place to start is by identifying efficiency gaps.<\/p>\r\n<p>Where is data slipping through the cracks? What sort of visibility is lacking when analyzing your customer journey?<\/p>\r\n<p>Iterable and Amplitude work together for companies like Care.com to enable that visibility into data to allow for customized alerts, cross-channel testing, quick insights and more\u2014all with the added benefit of more quickly implementing changes for an optimized marketing strategy.<\/p>\r\n<p>Consumers are increasingly expecting a unified customer experience. Having the right tech stack in place opens the door for new personalization opportunities, which is better for you and your customers.<\/p>\r\n<p><em>To get the full story and see more experiments Matt was able to run with Iterable + Amplitude, <a href=\"https:\/\/iterable.com\/webinars\/care-com-tech-stack-powers-smarter-campaigns\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>","post_title":"How and Why Care.com Modernized Their Tech Stack","post_excerpt":"There\u2019s no \u201cright\u201d way to modernize your tech stack, but there are some tools and techniques you can implement to get the most out of your data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-and-why-care-modernized-tech-stack","to_ping":"","pinged":"","post_modified":"2021-04-20 13:23:02","post_modified_gmt":"2021-04-20 20:23:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25645","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 20, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"How and Why Care.com Modernized Their Tech Stack\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Care3-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/how-and-why-care-modernized-tech-stack\/"},{"ID":25433,"post_author":"74","post_date":"2021-04-19 03:58:58","post_date_gmt":"2021-04-19 10:58:58","post_content":"<p>Experiences are tied to memories. Good or bad, you remember how an experience makes you feel. For the customer experience, this memory can make or break the customer\u2019s decision whether to interact with your brand again.<\/p>\r\n<p>The truth is in the pudding with research showing that brands with better customer experience see 5.7 X more revenue than competitors with weaker customer experience.<\/p>\r\n<p>Join our on-demand fireside chat with Holistic Email Marketing, Gap Clothing &amp; Caleres where they dive into how to enhance your customer experience.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The role AI plays in transforming your customer experience<\/li>\r\n\t<li>How to build trust with your customers to grow your business<\/li>\r\n\t<li>Real examples that you can incorporate into your strategy today!<\/li>\r\n<\/ul>","post_title":"How to Enhance the Customer Experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-enhance-the-customer-experience","to_ping":"","pinged":"","post_modified":"2021-04-23 10:33:20","post_modified_gmt":"2021-04-23 17:33:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=25433","menu_order":8,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 19, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8561,"name":"Dreamers","slug":"dreamers","term_group":0,"term_taxonomy_id":8561,"taxonomy":"resource_type","description":"","parent":8523,"count":3,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","dreamers","webinar"],"term_names":["DBM Campaign","Dreamers","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/S02E05-768x512-3-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/how-to-enhance-the-customer-experience\/"},{"ID":25506,"post_author":"79","post_date":"2021-04-15 13:22:16","post_date_gmt":"2021-04-15 20:22:16","post_content":"<p>Traditionally, <a href=\"https:\/\/iterable.com\/blog\/everything-retail-marketing\/\" target=\"_blank\" rel=\"noopener\">retail marketing<\/a> relied in no small part on transactional volume. Businesses aimed to increase volume with a \u201cquantity, not quality\u201d mentality. Nowadays, quality customers\u2014aka repeat purchasers\u2014have a huge impact on a company\u2019s bottom line.<\/p>\r\n<p>The current focus is how much value the customer provides to the brand for the duration of their entire relationship with the brand, also known as the <a href=\"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/\" target=\"_blank\" rel=\"noopener\">customer lifetime value (LTV)<\/a>.<\/p>\r\n<p>Alongside the shift towards understanding the individual customer, there have been strides towards a digital transformation. Brands are supplementing their traditional marketing channels with digital marketing channels and, with this cross-channel strategy, creating a more holistic view of each customer\u2019s behavior and preferences.<\/p>\r\n<p>Prioritizing the customer as an individual and incorporating a cross-channel marketing approach can have a major impact on a customer\u2019s LTV. How? Let\u2019s get into it.<\/p>\r\n<h3>Reach Customers Where They Are<\/h3>\r\n<p>There can be unique business uses for each of the different marketing channels but the key is understanding how your customer, as an individual, uses each channel. Communicating with your customers in a way that they\u2019re comfortable with is crucial to optimizing your strategy and, in turn, can increase customers\u2019 LTV.<\/p>\r\n<h4>Marketing Channels<\/h4>\r\n<p>Here\u2019s a quick refresher on some of the channels available to marketers to increase LTV:<\/p>\r\n<ul>\r\n\t<li><strong>Email:<\/strong> Often <a href=\"https:\/\/iterable.com\/blog\/ready-restart-email-marketing-operations\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> takes the form of welcome campaigns, abandoned cart emails, and other promotional campaigns. With a consistently high ROI, email communication is an important tool for any marketing team.<\/li>\r\n\t<li><strong>Push Notifications:<\/strong> On both mobile and web, <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> are compiled into a notification center. On top of that, these notifications are separate from the often over-populated email inbox\u2014they stand out.<\/li>\r\n\t<li><strong>SMS:<\/strong> <a href=\"https:\/\/iterable.com\/blog\/eye-opening-mobile-marketing-stats\/\" target=\"_blank\" rel=\"noopener\">SMS messaging<\/a> allows you to send marketing messages directly to customers. Instead of inundating them with promos and coupons, this channel can be adapted to be more conversational and personal, like a text exchange with a friend.<\/li>\r\n\t<li><strong>In-App:<\/strong> <a href=\"https:\/\/iterable.com\/blog\/4-mobile-marketing-channels\/\" target=\"_blank\" rel=\"noopener\">In-app messaging<\/a> is a direct line of communication with users who are already in your app. If the customers are browsing in an app, <a href=\"https:\/\/iterable.com\/customers\/uphabit\" target=\"_blank\" rel=\"noopener\">meet them where they are<\/a> and connect with them via in-app messages to guide them through their shopping journey.<\/li>\r\n\t<li><strong>Mobile Inbox:<\/strong> A <a href=\"https:\/\/iterable.com\/blog\/introducing-mobile-inbox\/\" target=\"_blank\" rel=\"noopener\">mobile inbox<\/a> is almost like an email inbox except that it lives within your mobile app. While in-app messaging is good for \u201cact now\u201d messaging, your mobile inbox can be used to store non-urgent, but helpful information for customers as they navigate your app.<\/li>\r\n\t<li><strong>Direct Mail:<\/strong> <a href=\"https:\/\/iterable.com\/blog\/5-reasons-direct-mail-marketing-budget\/\" target=\"_blank\" rel=\"noopener\">Direct mail<\/a> represents the physical marketing assets you send directly to customers\u2019 homes. These often incorporate promo codes or coupons to engage customers. There is an emotional aspect to direct mail as well\u2014 people get excited about opening their mail.<\/li>\r\n<\/ul>\r\n<p>Remember: just because each channel has traditionally been used for a specific purpose, doesn\u2019t mean they can\u2019t be used in new ways to best fit the customers\u2019 needs. Bloomingdale\u2019s, for example, uses push notifications for their mobile welcome campaign. Since this campaign was related to a download of the Bloomingdale's app, a push notification made more sense than email.<\/p>\r\n\r\n[caption id=\"attachment_25507\" align=\"alignnone\" width=\"1096\"]<img class=\"wp-image-25507 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-14-at-9.20.12-AM.png\" alt=\"bloomingdale's cross-channel messaging\" width=\"1096\" height=\"286\" \/> <em>Sending an app welcome campaign via push notifications creates a seamless customer experience.<\/em>[\/caption]\r\n\r\n<p>A cross-channel approach like this takes user behavior into account to better understand where they are most active with your brand and, therefore, can positively impact LTV. Once you establish how you\u2019ll be connecting with your customers, the next step is to figure out what you\u2019re going to do with this opportunity now that you have their attention.<\/p>\r\n<h3>Collect Data Through Customer Interactions<\/h3>\r\n<p>Whenever a customer interacts with your brand, it\u2019s a chance for additional data collection.<\/p>\r\n<p>Cross-channel data collection gives you the opportunity to replicate the in-store experience for your customer. But, instead of one salesperson in-store asking questions, think of this as the collaboration of a panel of salespeople, each one contributing different information to paint a more complete picture of your customer.<\/p>\r\n<p>For example, if you know a customer bought a green dress in-store, you could send them an email featuring other items that pair well with that exact dress. Then, if they click on the shoes you featured, you know the customer may be interested in buying shoes and you can send them a push notification promoting the newest shoe collection.<\/p>\r\n<p>Through cross-channel marketing, you have the ability to constantly collect data to gain visibility into not only what your customer buys, but how they shop. Being attuned to your customers\u2019 interests and wants ensures that a single transaction isn\u2019t the end of the road for your relationship with the customer.<\/p>\r\n<p>With multiple streams of data collection, there\u2019s always a jumping off point to go somewhere new with an existing customer to increase their LTV.<\/p>\r\n<h3>Personalize Messaging to Create Brand Stickiness<\/h3>\r\n<p>Now that you can reach your customers where they are and you\u2019ve begun collecting the data, it\u2019s easier to create <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2020\/05\/27\/marketers-need-to-optimize-across-not-within-channels\/?sh=2af0ed56c9d4\" target=\"_blank\" rel=\"noopener\">personalized cross-channel messaging<\/a> that engages your customer.<\/p>\r\n<p><a href=\"https:\/\/www.renttherunway.com\/\" target=\"_blank\" rel=\"noopener\">Rent the Runway<\/a>, an online service that provides designer dress and accessory rentals, uses in-app messaging paired with previously collected user data to send an in-app message with a birthday promo code.<\/p>\r\n\r\n[caption id=\"attachment_25513\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-25513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/IMG_3842.png\" alt=\"Rent the Runway birthday promo\" width=\"1125\" height=\"2436\" \/> <em>Personalized, in-app messaging promotes app engagement and can increase customer LTV.<\/em>[\/caption]\r\n\r\n<p>Rather than sending another email, a retail brand can take advantage of the data they\u2019ve collected via their app or website to create a personalized, succinct and helpful notification for their users.<\/p>\r\n<p>When a customer feels like the brand knows who they are, <a href=\"https:\/\/www.retaildive.com\/spons\/how-relevant-messaging-impacts-customer-retention-and-loyalty\/554962\/#:~:text=According%20to%20the%20data%2C%20marketers,the%20brands%20that%20provide%20it.\" target=\"_blank\" rel=\"noopener\">they\u2019re less likely to churn<\/a>. As Business 2 Community said, \u201c<a href=\"https:\/\/www.business2community.com\/consumer-marketing\/why-the-future-of-retail-starts-and-ends-with-ltv-02397354\" target=\"_blank\" rel=\"noopener\">People do business with people who they know, like and trust.<\/a>\u201d<\/p>\r\n<h3>Increasing Retail Customers\u2019 LTV with Cross-Channel Messaging<\/h3>\r\n<p>According to Harvard Business review, \u201c<a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener\">Acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one.<\/a>\u201d Increasing LTV matters.<\/p>\r\n<p>Retail brands should strive to nourish their existing customer relationships in order to create genuine connections and ensure their customers continue to make purchases. Quality over quantity.<\/p>\r\n<p>With the right tools in place, retail marketers can connect with their existing customers where they are, collecting vast amounts of customer data and using that data to create personalized messaging.<\/p>\r\n<p><em>To see how Iterable can improve your cross-channel customer experience for greater LTV, take a look at our recent <a href=\"https:\/\/iterable.com\/activate\/_schedule\/breaking-down-data-barriers-with-an-unmatched-mobile-strategy\/\" target=\"_blank\" rel=\"noopener\">Activate Live session from Cars.com<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"How Cross-Channel Marketing Impacts LTV for Retail Customers","post_excerpt":"Prioritizing the customer as an individual and incorporating a cross-channel marketing approach can have a major impact on a customer\u2019s LTV. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-cross-channel-marketing-impacts-ltv-for-retail-customers","to_ping":"","pinged":"","post_modified":"2021-04-15 13:22:16","post_modified_gmt":"2021-04-15 20:22:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 15, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Increasing Retail Customer LTV\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814472.h6HjsS5bAtP3VSG8ClAx_height640-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/"},{"ID":25462,"post_author":"79","post_date":"2021-04-14 11:05:38","post_date_gmt":"2021-04-14 18:05:38","post_content":"<p>With much of the world unable to shop in-store like it used to, <a href=\"https:\/\/www.mckinsey.com\/business-functions\/strategy-and-corporate-finance\/our-insights\/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever#\" target=\"_blank\" rel=\"noopener\">brands were forced to adapt<\/a> over the past year and the old adage held true: necessity breeds invention. Out of the necessity to go digital, many brands are looking at app development to enhance their customer experience.<\/p>\r\n<p>And, with the increased interest, app development has evolved.<\/p>\r\n<p>As part of <a href=\"https:\/\/apppromotionsummit.com\/london\/\" target=\"_blank\" rel=\"noopener\">App Promotion Summit\u2019s APS London (WFH)<\/a>, Iterable\u2019s Senior Director of Customer Success, Eloise Shuttleworth had the opportunity to chat with experts in the field to get their insights on how app development and app engagement have changed over the past year.<\/p>\r\n<p>The panel included Lea Samrani, Product Lead at <a href=\"https:\/\/uptime.app\/\" target=\"_blank\" rel=\"noopener\">Uptime<\/a>, a quick-learning platform; Amrick Chauhan, Lead Product Manager at <a href=\"https:\/\/www.which.co.uk\/\" target=\"_blank\" rel=\"noopener\">Which?<\/a>, a consumer information non-profit; and Jasper Law, Senior Product Manager at <a href=\"https:\/\/www.moonpig.com\/\" target=\"_blank\" rel=\"noopener\">Moonpig<\/a>, a personalized greeting card company.<\/p>\r\n\r\n[caption id=\"attachment_25484\" align=\"alignnone\" width=\"1874\"]<img class=\"size-full wp-image-25484\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-03-26-at-2.26.05-PM.png\" alt=\"panel for app development takeaways\" width=\"1874\" height=\"1060\" \/> <em>Eloise Shuttleworth (top left), Lea Samrani (top right), Amrick Chauhan (bottom left) and Jasper Law (bottom right).<\/em>[\/caption]\r\n\r\n<p>Here are some of the key takeaways from their conversation.<\/p>\r\n<h3>Why Have an App?\u00a0<\/h3>\r\n<p>Apps can create a unique customer experience compared to a mobile or desktop site. Not only is communication through apps different, but the way customers interact with apps is vastly different from how they interact with a website.<\/p>\r\n<h4>1. Push notifications can \u201ccut through the noise of emails.\u201d<\/h4>\r\n<p>In addition to separating your brand from the overwhelming tidal wave of emails customers receive, Jasper also mentioned that <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> should serve a purpose.<\/p>\r\n<p>Moonpig sends customers push notifications about upcoming family members\u2019 birthdays. These push notifications are personalized and directly tied to Moonpig\u2019s product, allowing users to go from the push into the app to buy a card.<\/p>\r\n<p>It never hurts to get on grandma\u2019s good side.<\/p>\r\n\r\n[caption id=\"attachment_25490\" align=\"aligncenter\" width=\"300\"]<img class=\"wp-image-25490 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Moonpig.jpeg\" alt=\"personalized message for app engagement\" width=\"300\" height=\"649\" \/> <em>Adding a personal touch improves the experience. Source: <a href=\"https:\/\/apps.apple.com\/gb\/app\/moonpig-shop-cards-gifts\/id393730279\" target=\"_blank\" rel=\"noopener\">apps.apple.com<\/a>.<\/em>[\/caption]\r\n\r\n<h4>2. You can engage with users differently on an app versus a mobile site.\u00a0<\/h4>\r\n<p>Amrick pointed out one example of this: hardware integrations. An app can seamlessly use the phone\u2019s camera to scan products or take photos, providing an additional layer of value to the consumer. Little changes like these can take the experience up a notch.<\/p>\r\n<h4>3. Having an app on the users\u2019 home screens creates a deeper relationship with consumers.\u00a0<\/h4>\r\n<p>Amrick also mentioned that because <a href=\"https:\/\/www.inc.com\/john-brandon\/these-updated-stats-about-how-often-we-use-our-phones-will-humble-you.html\" target=\"_blank\" rel=\"noopener\">the average person unlocks their phone up to 150 times a day<\/a>, having your brand\u2019s logo on users\u2019 home screens can prime them and create brand familiarity. Customers are more likely to use your brand in the future because they recognize your logo.<\/p>\r\n<p>Push notifications can set your brand apart through personalization and overall experience. While customers are used to getting emails, having helpful push notifications tailored to their experience creates a bond between your brand and your app users.<\/p>\r\n<h3>Acquisition vs. Retention: Which Is the Focus for App Development?\u00a0<\/h3>\r\n<p>Acquiring new app users can be costly, especially since prompting a download can be challenging. However, for app development specifically, focusing on retention can help compensate for that initial acquisition cost.<\/p>\r\n<h4>1. There\u2019s no point in acquiring users if people don\u2019t stay on the app.<\/h4>\r\n<p>If you're not creating an experience that has customers engaged in the app\u2014which for Uptime is synonymous with their product\u2014why would you continue to invest in bringing new people into that environment? \u201cRetention is a latent indicator of success,\u201d said Lea. Identify your app\u2019s value drivers and push those to the forefront to maintain engagement.<\/p>\r\n<h4>2. Defined early metrics determine what will trigger future retention.<\/h4>\r\n<p>For Uptime, that metric is completing a \u201chack.\u201d A hack is a five-minute story to help a member easily understand a topic. Lea\u2019s team learned that if customers complete a hack their retention rate is much higher because they're experiencing the full product as it\u2019s meant to be experienced. Understanding which interactions with your app lead to further engagement is step one to increasing retention.<\/p>\r\n<p>Retention efforts focus on the user\u2019s <a href=\"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/\" target=\"_blank\" rel=\"noopener\">lifetime value (LTV)<\/a>. Once users have the app on their phone, the priority is keeping them engaged via individualized communication and experiences. Getting a new user to download the app isn\u2019t the finish line\u2014it\u2019s the starting line.<\/p>\r\n<h3>Is There Value in Gamifying Your App?<\/h3>\r\n<p>Gamification can be helpful when it comes to getting your users to engage with your app. With that said, it has to make sense for the ways in which users move through your app and brand experience.<\/p>\r\n<h4>1. It\u2019s less about gamifying the app and \u201cmore about creating a rewarding experience.\u201d<\/h4>\r\n<p>With Uptime, for example, the goal is to reward people for learning something. Gamifying for gamification\u2019s sake is unnecessary if it doesn\u2019t add value to the user\u2019s experience.<\/p>\r\n<h4><strong>2. There\u2019s value in creating an emotional experience.<\/strong><\/h4>\r\n<p>Jasper pointed out that there\u2019s so much delight and playfulness in mobile games, but e-commerce can often be so boring.<\/p>\r\n<p>So at Moonpig, they added confetti to the purchase confirmation page. Jasper noted this could be seen as \u201cnaff\u201d (a.k.a. tacky or unfashionable for us non-Brits), but it adds something to the user's experience and creates an emotional response.<\/p>\r\n<p>Eliciting emotion creates a connection with your users. With gamification, customers may become proud of themselves when they achieve a task or happy when they see confetti after making a purchase. The emotion tied to gamification is a driving force behind app engagement.<\/p>\r\n<h3>How Can A Personalized Customer Experience Influence App Success?\u00a0<\/h3>\r\n<p>A personalized customer experience is all about understanding each user as an individual and piecing together a 360\u00b0 view for every one of them. If a shopper is using your app, the app is part of their overall experience.\u00a0<\/p>\r\n<h4>1. Personalization is the number one priority.<\/h4>\r\n<p>Moonpig has the ability to customize the user experience based on the vast amount of customer data it\u2019s collected over the past 20 years.<\/p>\r\n<p>However, Jasper said the focus right now is simply personalizing the app experience based on what the customer did during their last session. Because apps are often used in multiple, short sessions, Moonpig\u2019s goal is \u201cconnecting multiple, snackable sessions.\u201d Just because you have the data, doesn\u2019t mean it will all be useful as you iterate through different strategies.<\/p>\r\n<h4>2. Gathering data and then dissecting it to understand what it\u2019s telling you about the customer journey is key.<\/h4>\r\n<p>Jasper said, \u201cWe know that returning customers tend to take a bit longer than new customers...I think [returning customers] are browsing more, maybe a new customer comes to us because they\u2019re like, \u2018Oh crap! I need to get a card instantly.\u2019\u201d<\/p>\r\n<h4>3. Focus on finding a balance between quick wins and bigger undertakings to tailor your app to what your customers really need.<\/h4>\r\n<p>Customer feedback will likely result in finding bugs and product suggestions. Not only that, customer feedback can provide a wealth of insights into what your customers are looking for from your product or the overall experience. Amrick recommends organizing different types of customer feedback by priority to avoid being overwhelmed while still making strides towards personalization.<\/p>\r\n<p>The customer journey is specific to your brand and how your customers interact with your brand. Collecting data is a helpful first step, but the key to creating a personalized experience is understanding what to do with that data.<\/p>\r\n<h3>How App Development Enhances the Personalized Experience<\/h3>\r\n<p>In the past year, brands have accelerated their digital transformation and, as a result, we\u2019re seeing digital channels becoming crucial parts of the customer journey. To deliver a more <a href=\"https:\/\/iterable.com\/blog\/personalization-art-science\/\" target=\"_blank\" rel=\"noopener\">personalized experience<\/a>, brands need to compile a holistic view of their customers as they interact with the brand at different touchpoints.<\/p>\r\n<p>True personalization requires cross-channel marketing to meet users where they are and deliver a seamless experience.<\/p>\r\n<p>With apps allowing for a unique way of communicating with users, the right app development can create a long-lasting connection between the consumer and the brand.<\/p>\r\n<p><em>Looking to watch the full session? <a href=\"https:\/\/iterable.com\/webinars\/developing-a-great-app-product\/\" target=\"_blank\" rel=\"noopener\">Check it out.<\/a><\/em><\/p>","post_title":"App Development Takeaways From APS London","post_excerpt":"Many brands are looking at app development to enhance their customer experience. With the increased interest, app development has evolved.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"app-development-takeaways-from-aps-london","to_ping":"","pinged":"","post_modified":"2021-04-14 11:05:38","post_modified_gmt":"2021-04-14 18:05:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25462","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 14, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"640\" height=\"427\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"APS app development recap\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640.png 640w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/1200191514814467.zxoLUsVsxbJ7nV6FBI5R_height640-600x400.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>","url":"https:\/\/iterable.com\/blog\/app-development-takeaways-from-aps-london\/"},{"ID":25339,"post_author":"79","post_date":"2021-04-08 08:11:27","post_date_gmt":"2021-04-08 15:11:27","post_content":"<p>On April 7, we hosted our second all-digital <a href=\"http:\/\/www.prweb.com\/releases\/iterable_redefines_personalized_customer_experiences_at_activate_live\/prweb17847579.htm\" target=\"_blank\" rel=\"noopener\">Activate Live conference<\/a>, where the Dreamers, Builders, and Makers of the world\u2019s best customer experiences came together for a gathering of ideas and insights.<\/p>\r\n<p>After avoiding crowds and missing out on vacations for over a year, attendees took a trip with us to Activate Island, an interactive experience making networking as easy as if we were all in person.<\/p>\r\n\r\n[caption id=\"attachment_25343\" align=\"alignnone\" width=\"1326\"]<img class=\"size-full wp-image-25343\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-05-at-9.29.17-AM.png\" alt=\"Activate Island\" width=\"1326\" height=\"1170\" \/> <em>Iterable's Activate Island<\/em>[\/caption]\r\n\r\n<p>The day kicked off with our keynote speakers, Bozoma Saint John, CMO at Netflix, and Sara Varni, CMO at <a href=\"https:\/\/iterable.com\/partners\/twilio\/\" target=\"_blank\" rel=\"noopener\">Twilio<\/a>, emphasizing the importance of empathy and adaptability in the midst of the digital transformation brought on by COVID.<\/p>\r\n<p>The stories of impactful marketing continued with Iterable\u2019s co-founder and CEO Justin Zhu and VP of Product Bela Stepanova highlighting the human side of marketing and how new capabilities can help brands stay up-to-date with shifting expectations and regulations.<\/p>\r\n<p>The keynotes were only the tip of the iceberg too! Sessions featuring speakers from DoorDash, Cars.com, Blue Bottle, and more, were split into two tracks: Making a Memorable Experience and The Customer Experience in Practice. Both tracks were designed to bring Dreamers, Builders, and Makers of all varieties (<a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\" target=\"_blank\" rel=\"noopener\">which one are you?<\/a>) together to learn, collaborate and brainstorm new ways to bring great experiences to their customers.<\/p>\r\n<p>Here, we\u2019ve compiled the top Activate Live takeaways from these sessions to give you a peek. If you weren\u2019t able to join us on the island, feel free to <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\" target=\"_blank\" rel=\"noopener\">watch the recordings<\/a>.<\/p>\r\n<h3>Activate Live Top Takeaways<\/h3>\r\n<h4>Keynotes: A B<b>ird's<\/b>-E<b>ye View<\/b> of the Customer Experience<\/h4>\r\n<ul>\r\n\t<li>Now, with increasing amounts of customer data, brands need to <strong>deliver the right message through the right channel to meet customer expectations<\/strong>. Sara Varni noted that digital roadmaps were accelerated over six years due to COVID. Brands have had to adapt and use customer data in ways they previously thought were years away.<\/li>\r\n\t<li><strong>Make sure your marketing tactics are compliant with regulations.<\/strong> Changes to <a href=\"https:\/\/us.epsilon.com\/resources\/idfa\" target=\"_blank\" rel=\"noopener\">IDFA<\/a>, Apple\u2019s <a href=\"https:\/\/www.forbes.com\/sites\/kateoflahertyuk\/2021\/01\/31\/apples-stunning-ios-14-privacy-move-a-game-changer-for-all-iphone-users\/?sh=45c1a1c37e8d\" target=\"_blank\" rel=\"noopener\">privacy regulations<\/a>, and Google\u2019s <a href=\"https:\/\/www.vox.com\/recode\/2021\/3\/3\/22311460\/google-cookie-ban-search-ads-tracking\" target=\"_blank\" rel=\"noopener\">third-party cookies<\/a> have and will impact the way marketers can interact with their customers. Bela Stepanova highlighted how Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a>, Campaign Analytics, and SMS Opt-Out disclaimer messaging give marketers deeper insights into what their customers want, while also maintaining compliance.<\/li>\r\n\t<li>True to Iterable's customers and culture, Justin Zhu defined values, impact and empathy as the core pillars of empathetic marketing. Fundamentally, <strong>what matters is the brand\u2019s impact on human lives, our society and nature<\/strong>.<\/li>\r\n<\/ul>\r\n<h4>Track 1: Making A Memorable Experience<\/h4>\r\n<ul>\r\n\t<li><strong>Aim to meet high customer expectations.<\/strong> Iterable\u2019s Sr. Value Consultant, Mike Hotz, pointed out that customer expectations are higher than ever due to COVID. In fact, 50% of customers will <a href=\"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\">switch to a competitor<\/a> after just one bad customer experience. To avoid that outcome, focus your CX strategy on your customer from the outside in, rather than the inside out.<\/li>\r\n\t<li><strong>Create common goals across teams.<\/strong> Common goals will ensure customers have a good experience with your brand and product. Building a mutual understanding of each other\u2019s cultures and processes will also reinforce these goals and establish aligned intent. Adam Knight, <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla\u2019s<\/a> Director of Engagement, and Chris Frost, Zoopla\u2019s Senior Product Manager, identified clear metrics for success so both teams could share in wins.<\/li>\r\n\t<li><strong>FOMO is a powerful tool to reactivate users.<\/strong> To re-engage customers, Stitcher\u2019s Listener Lifecycle Manager, Imelda Skinder, advised the Activate Live audience to keep recommendations relevant to the user while contextualizing them to what\u2019s happening in current events. Fear of missing out on what everyone's talking about could reactivate users.\u00a0<\/li>\r\n\t<li><strong>Start conversations with customers.<\/strong> Be transparent about possible pain points and get their insights through surveys and polls. Be sure to use language that is uplifting, not \u201cmarket-y.\u201d Boris Savoie Doyer, Head of CRM at <a href=\"https:\/\/iterable.com\/customers\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a>, said instead of \u201cPay $X to fight climate change,\u201d he\u2019d say, \u201cTake down fossil fuels one swipe at a time.\u201d<\/li>\r\n\t<li><strong>Test, test, and test again (and do it fast).<\/strong> Hipcamp\u2019s Business Ops Manager, Christina Tran, explained how fast experimentation helps break large goals into \u201csmaller bits of progress.\u201d The goal for hosts\u2014users who post listings for campers to visit\u2014was to help them get their listings up on the site quickly. Using Iterable and <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a>, Hipcamp was able to help hosts get their listings up faster via a nurture campaign.<\/li>\r\n<\/ul>\r\n<h4>Track 2: The Customer Experience In Practice<\/h4>\r\n<ul>\r\n\t<li><strong>Use the data you\u2019ve compiled.<\/strong> When creating a segmentation model, be sure the data that is collected is actually being used. Gina Igwe, Sr. Director of CRM at DoorDash, suggested implementing an <a href=\"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/\" target=\"_blank\" rel=\"noopener\">RFM model<\/a>. Also, the content itself needs to be personalized for the end-user. Show customers real metrics or their favorites, based on historical data.<\/li>\r\n\t<li><strong>Focus less on the individual channels, and more on the individual users.<\/strong> Oriana Wen, Director of Data and Innovation at Blue Bottle, highlighted how the brand switched from a channel-centric approach to a guest-centric approach. For example, to improve the customer experience, users were sent a promotional email after opening the Blue Bottle app. As a result, using Iterable and <a href=\"https:\/\/iterable.com\/partners\/segment\/\" target=\"_blank\" rel=\"noopener\">Segment<\/a>, their team saw a 55% increase in open rate and 5x the typical click-through rate.<\/li>\r\n\t<li><strong>Give consumers what they want, where and when they want it.<\/strong> Be sure you\u2019re staying relevant to the customer by understanding their entire customer journey. The first step is breaking down data silos. Alexandra Farrar, Senior Manager, Email and Retention Marketing at Cars.com, provided this tip: use cross-channel data to connect shopper touchpoints.<\/li>\r\n\t<li><strong>Send targeted emails, not blasts.<\/strong> Indi Pollard, Email Marketing Lead at Blockchain, said that with targeted emails, their team saw an 86% increase in open rate, a 233% increase in click-through rate but actually had a 77% decrease in email volume.<\/li>\r\n\t<li><strong>Balance focus between short-term and long-term goals.<\/strong> Brian Balfour, CEO of Reforge, likened short-term goals to the fast lane and long-term goals to the slow lane. If you put all of your cars in the fast lane, there\u2019s going to be a pileup. Same for the slow.<\/li>\r\n<\/ul>\r\n<h3>Be Authentic, Be Personal and Be Data-Driven<\/h3>\r\n<p>Throughout the sessions, there were common threads of brand authenticity, customer personalization and data management for a holistic view of the customer experience. A brand\u2019s authenticity needs to be evident in each touchpoint with the customer. Through authentic interactions, brands can create individualized experiences for their users. Then, by breaking down data silos, brands can blend those experiences across channels to create a cohesive customer journey.<\/p>\r\n<p>This is only the beginning of the conversation, though.<\/p>\r\n<p>Whether you\u2019re a Dreamer, Builder, Maker or some combination of the three, we hope you join the #Activate21 conversation by following Iterable on social media or contacting us directly at <a href=\"mailto:activate@iterable.com\" target=\"_blank\" rel=\"noopener\">activate@iterable.com<\/a>. Let us know how Activate influenced your marketing and CX strategies!<\/p>\r\n<p><em>Bummed you missed Activate Live? You can still watch the <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\" target=\"_blank\" rel=\"noopener\">sessions on demand<\/a>.<\/em><\/p>","post_title":"Activate Live Takeaways for a Better Customer Experience","post_excerpt":"Here are the top takeaways from our signature conference Activate Live, which brought together the world's leading Dreamers, Builders and Makers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-live-takeaways-better-customer-experience","to_ping":"","pinged":"","post_modified":"2021-04-08 14:29:14","post_modified_gmt":"2021-04-08 21:29:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25339","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 08, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040821_Activate-Top-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"activate top takeaways\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040821_Activate-Top-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040821_Activate-Top-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040821_Activate-Top-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-live-takeaways-better-customer-experience\/"},{"ID":25380,"post_author":"35","post_date":"2021-04-07 07:08:07","post_date_gmt":"2021-04-07 14:08:07","post_content":"<p><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Customer experience<\/a> as a term hasn't changed. What's changed is how we, as brands, approach building a customer experience. Today, thousands of <a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders, and Makers<\/a> of leading customer experiences are <a href=\"http:\/\/www.prweb.com\/releases\/iterable_redefines_personalized_customer_experiences_at_activate_live\/prweb17847579.htm\" target=\"_blank\" rel=\"noopener\">coming together at Activate Live<\/a> to collaborate and share insights into how we can meet customer expectations at the individual level.<\/p>\r\n<p>The pandemic dramatically shifted the way people could interact with one another and the brands they love. From the digital transformation expedited by COVID-19 to the new era of human-driven marketing, the sessions today will showcase how brands are adapting to the changing needs and desires of consumers.<\/p>\r\n<h3>Authentic Experiences, Empowered Connections<\/h3>\r\n<p>Activate Live is about making memorable experiences\u2014for attendees and their customers. Each session has been tailor-made to empower teams from a multitude of industries to connect and share ideas for better personalization and empathetic marketing.<\/p>\r\n<p>Consumers are looking for brands that stand by their values and create authentic experiences. To kick off the conference, Bozoma Saint John, CMO at <a href=\"https:\/\/www.netflix.com\/\">Netflix<\/a>, and Sara Varni, CMO at <a href=\"https:\/\/www.twilio.com\/\" target=\"_blank\" rel=\"noopener\">Twilio<\/a>, will share with attendees how to be inclusive and vulnerable in your marketing and how to do this in a seamless digital experience.<\/p>\r\n<blockquote>\r\n<p><span style=\"font-weight: 400\">\u201c<em>It\u2019s an honor to be a part of Activate and share the virtual stage with such talented experts in marketing and customer experience<\/em>,\u201d said Varni. \u201c<em>Technology has influenced how we connect with the customer, especially amid a pandemic, and I\u2019m excited to share how brands can bring that human connection to the digital world<\/em>.\u201d<\/span><\/p>\r\n<\/blockquote>\r\n<p>Later today, Justin Zhu, co-founder and CEO at Iterable, and Bela Stepanova, VP of Product at Iterable, dive into how brands can instill a level of humanity in their marketing, more closely personalizing the experience for consumers while taking their needs into account.<\/p>\r\n<p>The incredible <a href=\"https:\/\/iterable.com\/activate\/#speakers\" target=\"_blank\" rel=\"noopener\">speaker lineup<\/a> continues with sessions hosted by <a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>, <a href=\"https:\/\/www.cars.com\/\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a>, <a href=\"https:\/\/www.blockchain.com\/\" target=\"_blank\" rel=\"noopener\">Blockchain<\/a>, and <a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, to name a few. Split into two tracks\u2014<em>Making a Memorable Customer Experience\u00a0<\/em>and\u00a0<em>The Customer Experience in Practice<\/em>\u2014the sessions feature something for everyone.<\/p>\r\n<p>Big-thinking Dreamers and strategic Makers can find new ways to interact with their customers in the <em>Making a Memorable Customer Experience <\/em>track, while problem-solving Builders can find new solutions to modern challenges in the <em>Customer Experience in Practice<\/em> track.<\/p>\r\n<h3>Starting a Conversation, Making an Impact<\/h3>\r\n<p>Activate Live is just the beginning, though. The whole event is devoted to starting a conversation. Marketing as we know it today is a conversation\u2014a back-and-forth between brand and consumer. We mirror this experience by coming together for the greater good of the customer experience. Everyone attending Activate Live builds products that bring their customers joy in some way. Our marketing should reflect that.<\/p>\r\n<p>Similarly, brands today are making a difference. We have <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">values<\/a> that affect the way we present ourselves to the world. In that vein, Iterable is committing to making a larger impact beyond just what we can do to help our customers and partners. As part of Activate Live, we are donating $50,000 to <a href=\"https:\/\/www.earthday.org\/\" target=\"_blank\" rel=\"noopener\">EarthDay.org<\/a> and <a href=\"https:\/\/www.futureswithoutviolence.org\/\" target=\"_blank\" rel=\"noopener\">Futures Without Violence<\/a> to support their efforts to spread climate and environmental literacy and safety and equity of all humans, respectively.<\/p>\r\n<p>As mentioned above, Activate Live is only the beginning. Keep an eye out for the ways in which Iterable and our community are taking action to be drivers of good moving forward.<\/p>\r\n<h3>Activate Your Experience<\/h3>\r\n<p>The only downside to today's event is that we couldn't host all of you! Fear not\u2014the sessions, insights and conversations will live on. <a href=\"https:\/\/iterable.com\/activate\/#registration\" target=\"_blank\" rel=\"noopener\">Sign up<\/a> and you'll have access to your own experience with the sessions.<\/p>\r\n<p>And if you'd rather talk to an Iterable expert to activate your customer experience right now, reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/p>","post_title":"Redefining the Customer Experience at Activate Live","post_excerpt":"Today, thousands of marketers come together at Activate Live 21 to share insights into how to make the best customer experience.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"redefining-customer-experience-at-activate-live","to_ping":"","pinged":"","post_modified":"2021-04-07 07:08:07","post_modified_gmt":"2021-04-07 14:08:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25380","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 07, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040721_Activate-Announcement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Live 2021\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040721_Activate-Announcement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040721_Activate-Announcement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040721_Activate-Announcement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/redefining-customer-experience-at-activate-live\/"},{"ID":25349,"post_author":"79","post_date":"2021-04-06 09:17:04","post_date_gmt":"2021-04-06 16:17:04","post_content":"<p><em>Your data warehouse is your source of truth for customer data. <a href=\"https:\/\/www.hightouch.io\/\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a> syncs this data to the tools that your business teams rely on, via SQL.\u00a0<\/em><\/p>\r\n<p><em>Read on to learn more about how Hightouch and Iterable simplify data warehousing to give your team the right insights to take action quickly.<\/em><\/p>\r\n<p>Modern businesses understand the importance of adopting best-of-breed solutions, which is resulting in a shift away from all-in-one tools that do a bit of everything well but aren\u2019t really great at any one thing.<\/p>\r\n<p>On the other hand, as consumers of software tools become savvier and more demanding in the <a href=\"https:\/\/openviewpartners.com\/blog\/build-the-end-user-era\/\" target=\"_blank\" rel=\"noopener\">end-user era<\/a>, tools that are laser-focused on solving one problem and doing it really well are emerging as winners. While this enables different teams to adopt best-in-class solutions to cater to their growing needs, it also creates more data silos\u2014a growing pain for organizations big and small.<\/p>\r\n<p>Since data is now scattered across a plethora of tools, consolidating it in a structured manner has become the need of the hour. This has led organizations to quickly adopt cloud data warehousing solutions, such as Snowflake, Google BigQuery, and AWS Redshift. <a href=\"https:\/\/fivetran.com\/blog\/enterprise-data-warehouse-guide\" target=\"_blank\" rel=\"noopener\">This guide by our friends from Fivetran<\/a> offers an in-depth look at the key benefits fueling the growth of the data warehouse\u2014below is a gist.<\/p>\r\n<h3>3 Reasons Behind the Rapid Adoption of the Cloud Data Warehouse<\/h3>\r\n<p>The biggest benefits of adopting a cloud data warehouse are speed and affordability. The modern architecture of cloud data warehouses separates compute from storage, enabling faster querying and analysis at a significantly lower cost when compared to legacy data warehouses.<\/p>\r\n<p>But that\u2019s not all, implementing a data warehouse and doing it well results in these three other benefits, each of which can has a significant impact on every function in an organization.<\/p>\r\n<h4>1. Data Consolidation<\/h4>\r\n<p>We talked about data silos that have become commonplace as companies embrace the cloud and adopt best-in-class products to solve various business problems. At the very minimum, a modern organization uses a marketing automation tool, a sales outreach tool, a CRM, and a support system. Add to that the plethora of tools product teams use to understand user behavior, gather feedback and derive insights.<\/p>\r\n<p>Even though many of these tools might be integrated with each other via <a href=\"https:\/\/www.hightouch.io\/post\/data-integration\" target=\"_blank\" rel=\"noopener\">point-to-point integration systems<\/a>, being able to consolidate and enrich data from these disparate systems into a data warehouse enables teams to get a holistic view of every customer interaction at every touchpoint across the various stages of the customer journey.<\/p>\r\n<h4>2. Data Quality<\/h4>\r\n<p>Once data lands in a warehouse, it is typically transformed and cleaned (or wrangled or prepared) for analysis via a business intelligence tool. While this can happen directly in the warehouse using SQL, tools like dbt and Trifacta give data analysts and business users more flexibility and control over their transformation workflows.\u00a0<\/p>\r\n<p>Business intelligence tools like Looker or Mode sit on top of a data warehouse and are used to build reports and dashboards for organization-wide consumption. But at the same time, product teams usually opt for product analytics tools like <a href=\"https:\/\/iterable.com\/partners\/mixpanel-3\/\" target=\"_blank\" rel=\"noopener\">Mixpanel<\/a> or <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a> to understand user behavior based on <a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener\">event data<\/a>.\u00a0<\/p>\r\n<p>Using the data warehouse as the source of data for both analytics systems, namely business intelligence and product analytics, ensures that data is consistent no matter where it is consumed. <a href=\"https:\/\/hightouch.io\/blog\/reverse-etl\" target=\"_blank\" rel=\"noopener\">Reverse ETL<\/a> tools like Hightouch make this possible by allowing you to sync data from a data warehouse to product analytics tools, as well as sales and marketing tools, including Iterable.<\/p>\r\n<p>Before we delve deeper into how this impacts marketing, let\u2019s look at one other massive benefit of data warehousing.<\/p>\r\n<h4>3. Data Democracy<\/h4>\r\n<p>Data democracy is all the rage, and it\u2019s likely that you or your company also dream about a day when data will truly be democratized and that everybody in the organization will be able to ask questions of the data and get answers without waiting for weeks.<\/p>\r\n<p>The reality is that this is already happening at forward-looking, data-savvy companies like <a href=\"https:\/\/medium.com\/airbnb-engineering\/democratizing-data-at-airbnb-852d76c51770\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a>. A data warehouse is the foundation on which a data democracy is built because everybody who has access to the warehouse has access to all the data they need to work with.\u00a0<\/p>\r\n<p>Moreover, the data warehouse becomes the source of truth of a company\u2019s customer data, allowing for better analysis and action. Lastly, the data in a warehouse is all yours: You own it and can mend it, bend it, and send it wherever you like.\u00a0<\/p>\r\n<h3>How the Data Warehouse Impacts Marketing\u00a0<\/h3>\r\n<p>When the data warehouse becomes the source for the data flowing into marketing platforms like Iterable, marketers suddenly can do so much more, so much faster.\u00a0<\/p>\r\n<p>As a marketer, you no longer need to worry about data consistency because data is no longer flowing in from multiple sources, each with its own whims and fancies. You can finally channel all your energy into building world-class engagement campaigns while resting assured that your campaigns won\u2019t break because someone in the engineering team decided to rename an event or change <a href=\"https:\/\/dataled.academy\/data-types\/\" target=\"_blank\" rel=\"noopener\">the data type<\/a> of a user property.\u00a0<\/p>\r\n<p>Moreover, since it is a standard practice to store all customer data in the warehouse, you won\u2019t have to nag your data or engineering team to instrument a new event so that you can finally activate that campaign that relies on that one additional event property.<\/p>\r\n<p>Now, you might be wondering if it\u2019s really so easy to sync data from the warehouse to marketing tools like Iterable.\u00a0<\/p>\r\n<p>Well, it is now with Reverse ETL tools like <a href=\"https:\/\/www.hightouch.io\/use-cases\/marketing\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>.\u00a0<\/p>\r\n<p>Typically, your data or engineering team would have to write cumbersome scripts to make data flow smoothly from the warehouse into SaaS tools like Iterable. But Hightouch enables them to do this using only SQL which data people love and use all day. In fact, <a href=\"https:\/\/www.dataquest.io\/blog\/why-sql-is-the-most-important-language-to-learn\/\" target=\"_blank\" rel=\"noopener\">SQL is now a prerequisite<\/a> for anybody looking to get a job in data.<\/p>\r\n<p>Let\u2019s look at how brands use Hightouch in conjunction with Iterable.\u00a0<\/p>\r\n<h3>Hightouch + Iterable Turns a Marketer\u2019s Dreams Into Reality<\/h3>\r\n<p>Hightouch provides an interface to extract data from a warehouse using SQL and then sync the extracted custom fields, objects and lists to SaaS tools used for sales, marketing and analytics.\u00a0<\/p>\r\n<p>If you\u2019re a marketer, using Hightouch and Iterable together, you\u2019d be able to:<\/p>\r\n<ul>\r\n\t<li>Automatically create users in Iterable and programmatically sync user properties to ensure that all relevant contacts and associated data are available on Iterable<\/li>\r\n\t<li>Keep your campaigns relevant by combining product data with data from your support system to ensure that you\u2019re reaching out to users at the right time<\/li>\r\n\t<li>Freely request changes to contact data in the data warehouse as Hightouch automatically syncs the changes back to Iterable<\/li>\r\n<\/ul>\r\n<p>We at Hightouch continuously strive to empower our customers to build more robust and complex workflows with ease and this new partnership with Iterable is a big step in that direction.\u00a0<\/p>\r\n<p><a href=\"https:\/\/docs.hightouch.io\/destinations\/iterable\" target=\"_blank\" rel=\"noopener\">Check out our support article<\/a> for more information on how to leverage the Hightouch integration and if you\u2019d like to learn more about Iterable and how we power category-leading customer engagement campaigns, <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">sign up for a demo today<\/a>.<\/p>","post_title":"How Data Warehouses Help Build Better Customer Experiences","post_excerpt":"When the data warehouse becomes the source for the data flowing into marketing platforms like Iterable, marketers can do so much more, so much faster.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-data-warehouses-help-build-better-customer-experiences","to_ping":"","pinged":"","post_modified":"2021-06-07 11:54:05","post_modified_gmt":"2021-06-07 18:54:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25349","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/031821_Hightouch_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hightouch Data Warehouse Post\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/031821_Hightouch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/031821_Hightouch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/031821_Hightouch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-data-warehouses-help-build-better-customer-experiences\/"},{"ID":25306,"post_author":"35","post_date":"2021-04-05 10:31:22","post_date_gmt":"2021-04-05 17:31:22","post_content":"<blockquote>\r\n<p>\"<em>Our goal is not just an environment of clean air and water and scenic beauty. The objective is an environment of decency, quality and mutual respect for all other human beings and all other living creatures.<\/em>\" \u2013 <a href=\"https:\/\/www.goodreads.com\/author\/quotes\/145890.Gaylord_Nelson\" target=\"_blank\" rel=\"noopener\">Gaylord Nelson<\/a><\/p>\r\n<\/blockquote>\r\n<p>When Wisconsin Senator Gaylord Nelson initiated the first Earth Day, held on April 22 in 1970, he probably couldn\u2019t predict that 51 years later, the world would be celebrating the earth in the midst of a pandemic.<\/p>\r\n<p>But even in the absence of concerts, workshops and close-proximity conversations, sustainability and climate change are still critical issues that resonate with the global consumer community.<\/p>\r\n<p>As such, Earth Day presents a unique opportunity for brands of all types to align themselves with the environmental causes most important to their consumers and promote the good work they already do to preserve the planet. Doing good for the earth is good for business.<\/p>\r\n<h3>Earth Day as a Marketing Opportunity<\/h3>\r\n<p>\"Green consumerism\" matters to consumers (especially <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">Generation Z<\/a> shoppers). A 2020 <a href=\"https:\/\/www.greenbiz.com\/article\/earth-day-and-polling-america-2020\" target=\"_blank\" rel=\"noopener\">First Insight<\/a> survey turned up these insights:<\/p>\r\n<ul>\r\n\t<li>62% of Gen Z consumers prefer \"sustainable brands,\" compared to 54% of Gen X, 44% of the Silent Generation and 39% of Boomers.<\/li>\r\n\t<li>Gen Z is more willing to pay more for sustainable products (73%) than Millennials (68%), Gen X (55%) and Boomers (42%).<\/li>\r\n<\/ul>\r\n<p>Campaigns highlighting environmentally conscious efforts are an intrinsic expectation for a significant portion of consumers now. If your company is working on running a more environmentally sound operation, sells eco-friendly products or contributes company profits and employee time to environmental work, you should be running an Earth Day campaign.<\/p>\r\n<p>The strategies and email examples below can help you create a marketing campaign that will speak to a wider base of customers and offer a change of pace from your regular promotions.<\/p>\r\n<h3>Top Email Strategies for Earth Day<\/h3>\r\n<p><a href=\"https:\/\/www.earthday.org\/6-lessons-coronavirus-can-teach-us-about-climate-change\/\" target=\"_blank\" rel=\"noopener\">COVID-19 taught us a lot about climate change<\/a>. With pandemic lockdown restrictions, many have (re)captured their commitment to sustainability. As consumer sentiment evolves, brands have to adapt accordingly.<\/p>\r\n<p>Consider these strategies when crafting your Earth Day campaign.<\/p>\r\n<h4>1. Go Behind the Scenes<\/h4>\r\n<p>Has your company reduced its manufacturing emissions, switched to recyclable packaging materials, reduced waste, reclaimed raw materials, or improved its supply chain? What about switching to sustainable lighting or increasing the use of solar or wind energy?<\/p>\r\n<p>These behind-the-scenes efforts might not be all that glamorous, but they're still something to share if the net effect is a lighter footprint on the planet. Transparency like this goes a long way in connecting with consumers.<\/p>\r\n<h4>2. Show Customers Why They Should Care<\/h4>\r\n<p>If you want to use Earth Day to connect with your customers, a vague statement about supporting the planet isn't the best way to do it. Be specific about why your message matters for them and the environment.<\/p>\r\n<p>Maybe customers could use your products to demonstrate their support for the environment. Maybe they need ideas about how to help out in their own communities. Take the lead and send an email with two or three suggestions. Your audience demographics or customer personas can help you decide which approach to take.<\/p>\r\n<p>To be most effective, focus on efforts that would use your products, such as how to recycle your containers or shipping materials. Care\/of's email (keep scrolling to view below) is an excellent template to follow for this kind of email.<\/p>\r\n<h4>3. Partner With an Environmental Group<\/h4>\r\n<p>One decision to make on your email strategy for Earth Day is whether to offer a promotion or incentive or simply send a message of support. A generic 20%-off or free-shipping discount isn't all that meaningful. However, you could highlight a product or assortment of sustainable or eco-friendly products and then donate the proceeds to an environmental group.<\/p>\r\n<p>Another approach: Volunteer time or materials for local initiatives, such as park cleanups, and document your work in an email sent on or around April 22. This has added benefits: It puts your employees' faces in your email, which humanizes your efforts, and it makes you accountable to your customers for doing what you said you would do.<\/p>\r\n<p>For ideas, contact a local environmental clearinghouse or check Charity Navigator's <a href=\"https:\/\/www.charitynavigator.org\/index.cfm?bay=content.view&amp;cpid=6890&amp;search-box\" target=\"_blank\" rel=\"noopener\">Protecting the Environment<\/a> list of charities.<\/p>\r\n<h3>Seeing It All in Action<\/h3>\r\n<p>No matter where your brand is located on the spectrum of environmental friendliness, there's an email here that can inspire you to create an Earth Day message that will resonate with customers.<\/p>\r\n<h4>Trade Coffee<\/h4>\r\n<p>There's nothing wrong with combining commerce and environmentalism if they're a compatible match for your brand. Coffee retailer <a href=\"https:\/\/www.drinktrade.com\/\" target=\"_blank\" rel=\"noopener\">Trade Coffee<\/a>'s \"Picks of the Week\" email highlights a product assortment of organic or sustainably-grown coffees\u2014some listing the name of the certifying organization for additional authenticity.<\/p>\r\n\r\n[caption id=\"attachment_25307\" align=\"alignnone\" width=\"532\"]<img class=\"size-full wp-image-25307\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.16.56-PM.png\" alt=\"Trade Coffee's Earth Day Recommendations\" width=\"532\" height=\"1180\" \/> <em>Add clout to your efforts by providing certifications. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/1442a6f6-2fe2-782f-391a-7e0f3101a202\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Although Trade Coffee regularly features commentary by its \"coffee guides,\" like John Crisan, pictured here. Including an employee face in a cause-marketing email is another way to show accountability.\u00a0<\/p>\r\n<h4>Disney+<\/h4>\r\n<p>If your product is intangible, like digital media, do what streaming service <a href=\"https:\/\/www.disneyplus.com\/\" target=\"_blank\" rel=\"noopener\">Disney+<\/a> does and go into your library to gather a playlist of related content to attract new subscribers. This email\u2014sent to non-subscribers who agreed to receive content from related Disney brands\u2014uses topicality as a prospecting tool.<\/p>\r\n\r\n[caption id=\"attachment_25313\" align=\"alignnone\" width=\"474\"]<img class=\"size-full wp-image-25313\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.19.20-PM.png\" alt=\"Disney+ Environmental Recommendations\" width=\"474\" height=\"1892\" \/> <em>When in doubt, help your audience find ways to learn or make a difference. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/9c0eae58-4ab7-9f44-8174-e13b6b932f95\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>One design decision to make in creating an Earth Day email is whether to stick with your brand colors. If your brand colors are on the \"hotter\" end of the spectrum (reds, yellows, oranges) consider adopting a cooler color scheme of blues and greens which align with the environment.<\/p>\r\n<h4>Care\/of<\/h4>\r\n<p>One way to get people more environmentally involved is to show them how easy it is to add a new and sustainable activity to their daily routines. That's what <a href=\"https:\/\/takecareof.com\/\" target=\"_blank\" rel=\"noopener\">Care\/of<\/a>, a subscription vitamin service, does in this email, which delivers an easy-to-follow guide for starting a compost pile, to which customers can add the packs their vitamins come in.<\/p>\r\n\r\n[caption id=\"attachment_25319\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-25319\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.21.42-PM.png\" alt=\"Care\/Of Earth Day Composting Guide\" width=\"800\" height=\"1826\" \/> <em>Tips and tricks to get started are always helpful. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/ad49a0e6-ff38-840d-7acb-6f25d4a071aa\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Pro tip: Click the email to see how its clever animation helps composting newbies understand how the process works.\u00a0<\/p>\r\n<h4>Leesa<\/h4>\r\n<p>Mattress provider <a href=\"https:\/\/www.leesa.com\/\" target=\"_blank\" rel=\"noopener\">Leesa<\/a>'s email shares the numbers that turn its sustainability pledge from a vague statement to action: its B Corp environment score and how many recycled plastic bottles go into a mattress (73!).<\/p>\r\n<p>Leesa also mentions a behind-the-scenes figure that has an impact on its environmental footprint\u2014 reducing shipping distances between factories and customers.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_25325\" align=\"alignnone\" width=\"660\"]<img class=\"wp-image-25325 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/Screen-Shot-2021-04-01-at-5.24.20-PM.png\" alt=\"Leesa - Happy Earth Day email\" width=\"660\" height=\"1796\" \/> <em>Numbers are great for giving perspective to your impact. Source: <a href=\"https:\/\/www.mailcharts.com\/emails\/b1162e2d-98cd-b4b7-5753-0f001b3adba7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Although Earth Day is the focus, it also includes a subtle promotion: a 15% discount badge on one of its images farther down in the email.<\/p>\r\n<h3>As You Build Your Earth Day Strategy...<\/h3>\r\n<p>Earth Day gives brands the opportunity to share their values, openly align with causes consumers care about, and promote the good work they already do to preserve the planet.<\/p>\r\n<p>But approach your cause-driven marketing with caution\u2014today\u2019s consumers are quick to call out inauthentic brands. This is especially relevant for extractive industries: \u201cGreenwashing,\u201d or providing misleading information about how your products or processes are environmentally sound, will backfire.<\/p>\r\n<p>Instead of promoting your carbon offset, try a more innovative and environmentally sound approach for your campaigns, like BOPIS (Buy Online, Pick Up In Store).<\/p>\r\n<p>And remember, you\u2019re not alone. Consult this list for more information and inspiration on Earth Day, as well as planet-friendly initiatives and recognized groups for partnerships:<\/p>\r\n<ol>\r\n\t<li><a href=\"https:\/\/www.earthday.org\/\" target=\"_blank\" rel=\"noopener\">EarthDay.org<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.earthday.org\/earth-day-tips\/\" target=\"_blank\" rel=\"noopener\">51 ways to stand up for the environment<\/a><\/li>\r\n\t<li>The <a href=\"https:\/\/www.carboncommunity.org\/\" target=\"_blank\" rel=\"noopener\">Carbon Community<\/a> (U.K.-based)<\/li>\r\n\t<li>Charity Navigator's <a href=\"https:\/\/www.charitynavigator.org\/index.cfm?bay=content.view&amp;cpid=6890&amp;search-box\" target=\"_blank\" rel=\"noopener\">Protecting the Environment<\/a> list of eco-friendly non-profits<\/li>\r\n<\/ol>\r\n<p>You can also <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">reach out<\/a> to one of our experts to chat through how you can best share your Earth Day efforts with your audience. We're always happy to help!\u00a0<\/p>","post_title":"Earth Day Marketing: How to Speak Up for the Planet","post_excerpt":"Earth Day is around the corner! Here are strategies and email examples to show your environmental efforts and get others involved in sustainability.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"earth-day-marketing","to_ping":"","pinged":"","post_modified":"2021-04-06 07:59:04","post_modified_gmt":"2021-04-06 14:59:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25306","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 05, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040121_Earth-Day_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040121_Earth-Day_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040121_Earth-Day_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/04\/040121_Earth-Day_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/earth-day-marketing\/"},{"ID":25163,"post_author":"79","post_date":"2021-03-31 09:22:31","post_date_gmt":"2021-03-31 16:22:31","post_content":"<p><em><a href=\"https:\/\/www.growthphysics.com\/\" target=\"_blank\" rel=\"noopener\">GrowthPhysics<\/a> is a data-driven growth agency that leverages financial modeling, engineering, and marketing to deliver outlier growth for clients. Our proprietary financial models and seasoned full-stack growth team analyze and identify the right growth program for your current growth stage to execute and optimize the entire funnel.\u00a0<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn how their RFM methodology can change the way you look at customer lifetime value.\u00a0<\/em><\/p>\r\n<p>The goal of every consumer brand is to maximize customer lifetime value (LTV). Short-term relationships with customers end up <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener\">costly<\/a>. Brands are better off building long-lasting relationships that benefit the organization and the customer.<\/p>\r\n<p>Part of this process means identifying which customers are the most valuable to retain. In our retention practice at GrowthPhysics, we recommend a Recency Frequency Monetary (RFM) framework that is the secret centerpiece to optimize stronger customer relationships.<\/p>\r\n<p>Below we outline exactly what the RFM methodology entails and an easy 5-step implementation process to show how you can use data-driven customer segmentation to increase your LTV.<\/p>\r\n<h3>The Power of RFM for Customer Lifetime Value<\/h3>\r\n<p>Simply put, RFM is a dynamic customer scoring methodology for assigning each customer a value based on historical purchase data. For example, direct-to-consumer (DTC) brands\u2019 clearest signal of value is a purchase.<\/p>\r\n<p>However, the RFM methodology uses three behavior attributes of a purchase to dig deeper into a customer\u2019s value to a brand:<\/p>\r\n<ul>\r\n\t<li>R = Recency of purchase<\/li>\r\n\t<li>F = Frequency of purchase<\/li>\r\n\t<li>M = Monetary value of purchase<\/li>\r\n<\/ul>\r\n<p>When it comes to customer lifetime value, RFM enables brands to understand their customers\u2019 activities at a more granular, segmented level. In turn, the messaging and promotions can be tailored to the determined value in the RFM methodology. This enhanced visibility into behavioral data gives brands actionable insights.<\/p>\r\n<p>In practice, RFM looks a bit like this:<\/p>\r\n\r\n[caption id=\"attachment_25176\" align=\"alignnone\" width=\"1456\"]<img class=\"wp-image-25176 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-10.53.50-AM.png\" alt=\"Example of RFM Framwork for Customer Lifetime Value\" width=\"1456\" height=\"648\" \/> <em>Example of how RFM can segment customers into personas.<\/em>[\/caption]\r\n\r\n<p>A typical RFM implementation assigns a value of 1 to 5 for each of the Recency, Frequency, and Monetary attributes. The 5x5x5 matrix results in 125 customer segments you see here on the left. Based on the assigned values, customers are further segmented into buckets.<\/p>\r\n<p>In our practice, we bucket the segments into a value spectrum of 8 personas based on variations of 3 customer types: VIP, Regular, and New Customer. The gradations of customer type allow you to personalize content and messaging by bucket in a way that more closely aligns with the customer\u2019s behavior.<\/p>\r\n<p>Customer lifetime value insights at this level make it exponentially easier to quickly spot positive or negative movement along the RFM spectrum to strengthen relationships and mitigate churn.<\/p>\r\n<p>Exciting, right? Here\u2019s how easy it is to execute with GrowthPhysics and Iterable.<\/p>\r\n<h3>A 5-Step Process For Maximizing Retention<\/h3>\r\n<p>Our overarching objective in retention engagements is to maximize your customer lifetime value.<\/p>\r\n<p>To get there, this 5-step implementation process combines the power of RFM with Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/mobile\/\" target=\"_blank\" rel=\"noopener\">cross-channel capabilities<\/a> on top of a Shopify, Webflow, or custom stack to make the most of your relationships with customers.<\/p>\r\n<h4>Step 1: Install RFM Framework<\/h4>\r\n<p>The heavy lifting is to implement an RFM machine learning model to segment customers. There are plenty of <a href=\"https:\/\/towardsdatascience.com\/recency-frequency-monetary-model-with-python-and-how-sephora-uses-it-to-optimize-their-google-d6a0707c5f17\" target=\"_blank\" rel=\"noopener\">DIY blogs<\/a> and <a href=\"https:\/\/link.springer.com\/content\/pdf\/10.1057\/palgrave.jdm.3240019.pdf\" target=\"_blank\" rel=\"noopener\">whitepapers<\/a> on this subject matter using Python and pandas.<\/p>\r\n<p>The goal is to enrich your Iterable instance with RFM artifacts, segments and personas, so marketers can create messaging strategies based on RFM targeting. Here is how we do it.<\/p>\r\n<p>We make RFM implementation easy. If you are on Shopify, simply install our <a href=\"https:\/\/apps.shopify.com\/growthphysics\" target=\"_blank\" rel=\"noopener\">GrowthPhysics Shopify app<\/a> and instantly have RFM implemented on your store.<\/p>\r\n<p>We enrich the customer table with an rfm object with two properties:<\/p>\r\n<ul>\r\n\t<li><code>rfm.score<\/code><\/li>\r\n\t<li><code>rfm.persona<\/code><\/li>\r\n<\/ul>\r\n<p>We use <code>rfm.persona<\/code> inside Iterable for value-driven message targeting. While we inject <code>rfm.score<\/code> into UTMs for downstream segmentation analysis inside analytics platforms (see step 4).<\/p>\r\n\r\n[caption id=\"attachment_25200\" align=\"alignnone\" width=\"950\"]<img class=\"size-full wp-image-25200\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.00.29-AM.png\" alt=\"RFM Score and Persona\" width=\"950\" height=\"482\" \/> <em>The RFM score and persona are added to the customer table.<\/em>[\/caption]\r\n\r\n<h4>Step 2: Inject Data Personalization Attributes<\/h4>\r\n<p>Just RFM alone does not enable a highly personalized and relevant messaging strategy. Attributes used directly via handlebar injection or indirectly via handlebar logic are ideal for personalization within an RFM framework. One such attribute for DTC brands is a customer\u2019s favorite product or favorite category based on purchase behavior.<\/p>\r\n<p>Our app augments the customer table with a favorites object.<\/p>\r\n<ul>\r\n\t<li><code>favorites.product.*<\/code><\/li>\r\n\t<li><code>favorites.category.*<\/code><\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_25206\" align=\"alignnone\" width=\"1244\"]<img class=\"size-full wp-image-25206\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.02.29-AM.png\" alt=\"Product and category added to customer table\" width=\"1244\" height=\"926\" \/> <em>To enhance personalization, \"product\" and \"category\" can be added to the customer table as well.<\/em>[\/caption]\r\n\r\n<p>From here, you can directly inject a customer\u2019s favorite product into the messaging. You can even recommend a new SKU based on the customer\u2019s favorite category or other products based on a favorite product\u2019s or favorite category\u2019s purchase correlation.<\/p>\r\n<h4>Step 3: Catalog and Data Feeds<\/h4>\r\n<p>Product catalogs and relevant data feeds, such as weather, provide additional information not available in the Customer Properties. These data feeds can add further personalization elements or relevant context into the messaging experience.<\/p>\r\n<p>For example, a weather context can be used to show different products within a favorite category.<\/p>\r\n\r\n[caption id=\"attachment_25212\" align=\"alignnone\" width=\"1388\"]<img class=\"size-full wp-image-25212\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.04.57-AM.png\" alt=\"product catalogs and data feeds\" width=\"1388\" height=\"498\" \/> <em>Weather can be added as context to provide customers with an even more personalized experience.<\/em>[\/caption]\r\n\r\n<h4>Step 4: Design Dynamic Templates<\/h4>\r\n<p>After the groundwork is completed in Steps 1 through 3, designing templates with dynamic data via handlebars and conditional sections via handlebar logic is only limited by the strategies a marketer can conjure.\u00a0<\/p>\r\n<p>The scale of personalization via dynamic templates RFM enables inside Iterable is astounding. In our experience with customers, a single, well-designed template can serve all eight personas simultaneously with persona-driven copy\u2014all while presenting personalized products.<\/p>\r\n\r\n[caption id=\"attachment_25225\" align=\"alignnone\" width=\"1164\"]<img class=\"size-full wp-image-25225\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.08.24-AM.png\" alt=\"designing dynamic templates\" width=\"1164\" height=\"878\" \/> <em>Dynamic templates can be designed to serve each persona.<\/em>[\/caption]\r\n\r\n<h4>Step 5: Leverage Semantic Data Models<\/h4>\r\n<p>The last step is the most critical because it provides the data feedback loop necessary to drive decisions. We leverage semantic data models (SDM) in the UTMs of our Iterable templates.\u00a0<\/p>\r\n<p>A semantic data model is a highly structured, intentionally-designed naming convention. The power in semantic data models is in the downstream application, as they can be parsed into multiple columns in Excel and then pivoted to arrive at data insights.\u00a0<\/p>\r\n<p>Segmentation analysis using SDM enables you to make smarter decisions by visualizing changes in promotional fatigue, offer elasticity, revenue contribution, and more.<\/p>\r\n\r\n[caption id=\"attachment_25231\" align=\"alignnone\" width=\"1590\"]<img class=\"wp-image-25231 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-30-at-11.10.10-AM.png\" alt=\"Semantic data models enable customer lifetime value growth\" width=\"1590\" height=\"614\" \/> <em>Semantic data models help you visualize changes in customer behavior.<\/em>[\/caption]\r\n\r\n<p>With all five steps in place, you are able to continuously monitor the different segments of your RFM framework and act quickly to stimulate longer, more personalized relationships with your customers.<\/p>\r\n<h4>Segmentation at Its Finest<\/h4>\r\n<p>As marketers, we\u2019re always on the hunt for more insight into our customers\u2019 behavior. What drives their purchase decisions? What makes them tick?<\/p>\r\n<p>RFM provides that granular, individualized insight through value-based segmentation. It\u2019s easy to implement and easily integrated into your cross-channel marketing strategies. Once implemented, RFM can be utilized as quickly as your next promotional campaign.<\/p>\r\n<p>When looking at your customer lifetime value and ways to improve it, RFM is that secret weapon you can\u2019t afford to ignore.\u00a0<\/p>\r\n<p><em>Customer lifetime value is key to a memorable customer experience. Learn more about LTV at <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> on April 7!<\/em><\/p>","post_title":"The Secret to Customer Lifetime Value: RFM","post_excerpt":"When it comes to customer lifetime value, RFM enables brands to understand their customers\u2019 activities at a more granular, segmented level.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-secret-to-customer-lifetime-value-rfm","to_ping":"","pinged":"","post_modified":"2021-03-31 09:22:31","post_modified_gmt":"2021-03-31 16:22:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25163","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 31, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033121_Customer-Lifetime-Value_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"customer lifetime value\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033121_Customer-Lifetime-Value_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033121_Customer-Lifetime-Value_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033121_Customer-Lifetime-Value_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-secret-to-customer-lifetime-value-rfm\/"},{"ID":25151,"post_author":"74","post_date":"2021-03-31 05:05:54","post_date_gmt":"2021-03-31 12:05:54","post_content":"<p>Over the last year, we have seen an incremental surge in mobile usage and new apps entering the market. The question is - should your business have a mobile app and if so - how do you develop a best in class mobile app?<\/p>\r\n<p>We recently moderated a panel at The App Promotion Summit where we chatted with leaders from Moonpig, Which? and Uptime to discuss top tips and strategies for building a successful app product.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to develop an engaging mobile app<\/li>\r\n\t<li>Customer retention strategies<\/li>\r\n\t<li>How to create a unified customer experience<\/li>\r\n<\/ul>","post_title":"Developing a Great App Product","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"developing-a-great-app-product","to_ping":"","pinged":"","post_modified":"2021-04-01 01:18:16","post_modified_gmt":"2021-04-01 08:18:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=25151","menu_order":10,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 31, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/APS-768-x-512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/developing-a-great-app-product\/"},{"ID":25162,"post_author":"35","post_date":"2021-03-30 13:18:38","post_date_gmt":"2021-03-30 20:18:38","post_content":"<p>The global coronavirus pandemic has drastically expedited the digital transformation of marketing and business operations. With consumers on their mobile devices more and more each year, the pinnacle of the customer experience reaches consumers where they are. It's time to up your mobile marketing game.<\/p>\r\n<p>In our latest installment of \"Ask an Iterator,\" we ask Saylee Joshi, Senior Solutions Architect at Iterable, the most common mobile marketing questions she receives, so you can get started on\u2014and make the most of\u2014your cross-channel journey.<\/p>\r\n<h3>Ask an Iterator: Saylee Joshi<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-25170\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/profile.jpeg\" alt=\"Ask an Iterator Saylee Joshi\" width=\"400\" height=\"400\" \/><\/p>\r\n<p>As a Solutions Architect, Saylee is passionate about combining data strategy with marketing analytics. Prior to joining Iterable, she championed mobile technology with location services. When Saylee's not sharing her expertise on all things mobile marketing, she enjoys working on different watercolor painting techniques.<\/p>\r\n<p>Saylee is here to answer the mobile questions she receives most often when working with clients. Let's dive right in!<\/p>\r\n<h4>How do push notifications actually work?<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">Push notifications<\/a> are short messages that pop up on the user's mobile device. These messages may serve one or more of the following purposes:<\/p>\r\n<ul>\r\n\t<li>They nudge the user to take a specific action<\/li>\r\n\t<li>They can bring users back to the application<\/li>\r\n\t<li>They can also be used to convey the value of your application<\/li>\r\n<\/ul>\r\n<p>Going a layer deeper, let\u2019s look at the main components of mobile push notifications:<\/p>\r\n<ul>\r\n\t<li><strong>Push notifications service on mobile devices<\/strong> - Each mobile operating system (e.g. Android, iOS, FireOS) has its own push notification policies.<\/li>\r\n\t<li><strong>Push notifications provider<\/strong> - The provider (in our case, Iterable) authenticates itself with the OS push notification service (OS PNs).<\/li>\r\n\t<li><strong>Mobile client app<\/strong> - This is your mobile application ready to receive push notifications sent by a provider.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_25244\" align=\"alignnone\" width=\"660\"]<img class=\"wp-image-25244 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_Graphic-01.png\" alt=\"How push notifications work for mobile marketing\" width=\"660\" height=\"350\" \/> <em>The process of sending push notifications doesn\u2019t have to be overly complex.<\/em>[\/caption]\r\n\r\n<p>As you can see in the diagram above, when you create a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360035079872-Push-Notification-Overview-\" target=\"_blank\" rel=\"noopener\">push campaign in Iterable<\/a>, Iterable authenticates the push configuration, identifies the active devices and sends the campaign to the users. It is worthwhile to remember that different mobile operating systems (OS) may treat push notifications differently given the variance in underlying OS policies.<\/p>\r\n<h4>How do I get users to opt in to push notifications?<\/h4>\r\n<p>Push notifications are an integral part of your mobile marketing strategy, as <a href=\"https:\/\/www.invespcro.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener\">65% of users return to an app within 30 days of install if the push is enabled<\/a>.<\/p>\r\n<p>While iOS requires an explicit opt-in to push notifications, users can also change these preferences later in their device settings. So that leaves us with a question: how do you get users to opt into the push notifications?<\/p>\r\n<p>It is recommended to build the entire communication flow for new users and explain to them why certain permissions are required for your application or enhance the experience. You can also employ other mobile channels, such as in-app notifications, to show what information you will send them via push.<\/p>\r\n\r\n[caption id=\"attachment_25194\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-25194 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screenshot_20200614-210512_Drops.jpg\" alt=\"Setting mobile preferences in the Drops app\" width=\"1080\" height=\"2220\" \/> <em>Language learning app Drops allows users to set their preferences, making personalization that much easier. Source: Drops<\/em>[\/caption]\r\n\r\n<p>If users deny the permissions, understand which channels they're engaging with most and what content keeps them active. Let them first get acquainted with the application using other mobile channels, such as SMS or in-app messaging. In a few days show them another in-app message explaining how their experience will be better with the push notifications.<\/p>\r\n<h4>Why do I need a mobile inbox? How does it work?<\/h4>\r\n<p>In-app messages play an important role in delivering additional information about your products or promotions. They are displayed when the user is actively engaged in the application.<\/p>\r\n<p>However, in-app messages are deleted as soon as users read and close them. Give your messages a longer shelf life by storing them to revisit later in the <a href=\"https:\/\/iterable.com\/blog\/4-mobile-marketing-channels\/\" target=\"_blank\" rel=\"noopener\">mobile inbox<\/a>, thus adding a layer of versatility to the application.<\/p>\r\n<p>With a mobile inbox, you can:<\/p>\r\n<ul>\r\n\t<li>Store system updates or app updates for users to revisit in the future<\/li>\r\n\t<li>Make using your app easier by offering more evergreen content, like onboarding guides<\/li>\r\n\t<li>Store when the user is doing a certain activity, such as scanning, searching, or watching a video. Instead of displaying this as an in-app message, store it in the mobile inbox so users can see the message later.<\/li>\r\n<\/ul>\r\n<p>Iterable's <a href=\"https:\/\/iterable.com\/blog\/introducing-mobile-inbox\/\" target=\"_blank\" rel=\"noopener\">Mobile Inbox<\/a> feature uses silent push notifications to deliver the message, giving users the chance to view it without interrupting their experience with your app. It\u2019s a key extension of the in-app messaging feature. With the mobile inbox, you are gaining a dedicated channel to reach your users at their convenience.<\/p>\r\n<h4>How can I increase my active users?<\/h4>\r\n<p>Congratulations on producing a healthy number of active users! Now, let\u2019s understand what keeps your users engaged with your brand. Over <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\" target=\"_blank\" rel=\"noopener\">1 in 3 consumers<\/a> have engaged with a new brand as a result of the innovative or compassionate way they\u2019ve responded to the pandemic.<\/p>\r\n<p>When focusing across multiple mobile channels, look for trends in user activities:<\/p>\r\n<ul>\r\n\t<li>Gather the data to gain a better understanding of the user journey<\/li>\r\n\t<li>Send users communications triggered by their unique path in the application and personalize the communication using the data you gathered in the process<\/li>\r\n\t<li>Use the right channel and use multiple channels. Create a unified experience by using a mobile channel to complete the communication from their web or email interactions.<\/li>\r\n\t<li>A data-driven understanding of the user journey works like magic to send personalized communications and keep users engaged more frequently and for longer periods of time.<\/li>\r\n<\/ul>\r\n<h4>How do I get users to complete a conversion?<\/h4>\r\n<p><a href=\"https:\/\/www.salecycle.com\/blog\/stats-en-us\/why-are-mobile-conversion-rates-lower-than-desktop\/\" target=\"_blank\" rel=\"noopener\">Mobile traffic has steadily increased<\/a> in recent years, but conversion rates still show consumers are using desktop as their preferred conversion channel. Looking at the primary goal of your business, think about which user behaviors would benefit your business.<\/p>\r\n<p>Once you have identified key moments in your user journey, the next step is to note the key turning points in the user journey. Consider documenting the action\/behavior that qualifies as a step closer to your primary and secondary conversion goals. Then identify the right triggers and automate the personalized in-app communication.<\/p>\r\n<p>Don\u2019t forget to formulate the custom conversions that will take the user to your long-term goals. For instance, if your primary goal is getting more premium subscribers, then your secondary goal could be building a relationship with trust, expressing your brand value to resonate with your users. Identifiable actions, in this case, could feature usage data.<\/p>\r\n<p>Once you have a clear picture of your goals and milestones, nudge the users one step closer to your conversion goals. Never stop optimizing the campaign. You can run an A\/B test to experiment with different variations.<\/p>\r\n<p>If you're using the Iterable platform, try <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization<\/a> (STO) to send the campaigns. STO takes the guesswork out and lets AI decide when is the best time to send a campaign to a user. Ultimately, show them you care and value your users.<\/p>\r\n<h4>How do I increase user retention with mobile channels?<\/h4>\r\n<p>Getting the most out of your mobile campaigns means deciding which in-app interactions are most valuable. Deploying the right form of an in-app message can improve user retention across mobile channels.<\/p>\r\n<p>For example, using a banner for a quick update is a non-intrusive way to keep users informed. On the other hand, using a mobile inbox can be helpful in ongoing promotions, since it will let users access the promo code even after the in-app message is closed.<\/p>\r\n<p>Suppose you have a weekly promotion. In this case, you can send an in-app notification and store it in the mobile inbox until it expires.<br \/>\r\n<br \/>\r\nPush notifications are also a powerful way to send a message outside of an application. Use the right channel for the right message. Send time-sensitive messages or reminders via SMS, push notification, or email; send others through in-app or mobile inbox. Your users are your most valuable assets, so focus your energy and strategy on them and a loyal user base will follow.<\/p>\r\n<h4>What is mobile optimization, and how can I use it to improve the user experience?<\/h4>\r\n<p>You want your marketing content equally accessible from a desktop website and a mobile application. Mobile optimization refers to the optimal display of the content and the usability factor of the mobile or web app on mobile devices.<\/p>\r\n<p>Out-of-place buttons or counterintuitive application design can lead to a frustrating user experience. Frustrations create friction and can lead to increased churn. Why limit mobile optimization efforts to your mobile or web apps, when you can optimize every channel to meet the standards of your brand delivery?<\/p>\r\n<p>While email may seem like a less obvious channel for mobile marketing, most emails are now opened on smartphones. Make sure your emails are mobile-friendly and responsive to the different screen sizes.<\/p>\r\n<p>Add responsive design to your websites. The key is to keep mobile users in mind while building the responsive design; as part of this effort, make the images lighter and faster, optimize the web page loading\u2014all in all, make the experience leaner.<\/p>\r\n<p>Optimizing the web, mobile app and email are great starting points for mobile optimization but in order to fully optimize the mobile experience, increase the ways you interact with your users:<\/p>\r\n<ul>\r\n\t<li>Advertise the latest deals and promotions by using multiple channels such as email, in-app, and SMS.<\/li>\r\n\t<li>Keep the message stored in the mobile inbox until the promotion expires or the user deletes the message. A mobile inbox lets you keep the promotional offers for users to revisit them, boosting the conversion rate.<\/li>\r\n\t<li>Send a text message. Create highly targeted campaigns with SMS and keep your communications personal and simple.<\/li>\r\n\t<li>Use push notifications to engage users outside of the application (web or mobile).<\/li>\r\n<\/ul>\r\n<p>Use user interactions from the web to send messages to them in the mobile app. Connect the channels together by collecting the right engagement data in real time, and let that data empower your dynamic segmentation.<\/p>\r\n<p>Lastly, test, test, test! More than ever, users are initiating interaction via mobile devices. If a campaign doesn\u2019t trigger a spark between your brand and your consumer, pivot your strategy. Use A\/B tests to experiment with different variations. Never stop optimizing!<\/p>\r\n<h3>Take the Next Step With Iterable<\/h3>\r\n<p>Your customers have high expectations for your brand. They want to feel connected, respected and valued. To accomplish this, you must build an unforgettable customer experience\u2014one that\u2019s cross-channel, cohesive and personal.<\/p>\r\n<p>In this Q&amp;A with Saylee Joshi, we reviewed several strategies to empower your users with optimized and personalized communication. <a href=\"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">Mobile marketing<\/a> is the crucial lynchpin of successful marketing campaigns. As you embark on the journey of crafting your own mobile marketing strategy, we are here to support you in a variety of ways.<\/p>\r\n<p>Take a step closer to your customers this year and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> with our team! You\u2019ll be connected with someone from Iterable who, like Saylee, is passionate about progress and personalization.<\/p>","post_title":"Ask an Iterator: Saylee Joshi on Mobile Marketing","post_excerpt":"In our latest \"Ask an Iterator,\" we ask mobile expert Saylee Joshi common mobile marketing questions to make the most of your user journey.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-saylee-joshi-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-03-30 13:18:38","post_modified_gmt":"2021-03-30 20:18:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25162","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 30, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/033021_Saylee-Joshi-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-saylee-joshi-mobile-marketing\/"},{"ID":25010,"post_author":"79","post_date":"2021-03-26 09:06:11","post_date_gmt":"2021-03-26 16:06:11","post_content":"<p>As we soar past the year-mark of the pandemic, organizations have paused and reflected on the ups and downs of their businesses over the last year. There have been some clear \u201cpandemic winners\u201d\u2014think Amazon, Zoom, Netflix\u2014but many more have struggled.<\/p>\r\n<p>It begs the question: What can we learn from thriving companies in order to grow in a post-pandemic marketing reality? And with so many things still in flux, what can we control?<\/p>\r\n<p>The coronavirus continues to provide a big lesson on the importance of agility, as companies found they had to adapt and respond quickly to changing events. While some of the <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener\">marketing tactics we saw in 2020<\/a> may be temporary, many brands have pivoted away from action-oriented marketing, instead taking a more <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">empathetic approach<\/a>.\u00a0<\/p>\r\n<p>Marketers now realize how important it is to be comfortable with change and willing to shift gears when necessary. While uncertainty has almost become commonplace, we\u2019ve also seen various ways in which we can control marketing efforts during this wildly chaotic...err...\u201cunprecedented\u201d time.\u00a0<\/p>\r\n<p>We\u2019ve seen attitudes shift towards relevance and social, cultural and political values, which have taken on new importance and enduring impact. To help guide your strategies into the post-pandemic marketing future, we\u2019ve identified three techniques you can employ now to amplify the way you\u2019re reaching your customers.<\/p>\r\n<h3>3 Techniques for Post-Pandemic Marketing<\/h3>\r\n<h4>1. Conveying compassion through messaging and design<\/h4>\r\n<p>How can your brand best convey compassion? Remember that your customers are people, too!\u00a0<\/p>\r\n<p>They have different experiences and viewpoints, and we can learn a lot by tuning in and listening to them. The pandemic experience has shed light on how brands can be resilient through these challenging times with the right messaging.\u00a0<\/p>\r\n<p>Depending on your brand and audience, consider experimenting and A\/B testing <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">different design trends<\/a> and personalizing messaging to different segments. Remember to track your baseline and constantly iterate on results.<\/p>\r\n<p>In the following example, <a href=\"https:\/\/www.airbnb.com\/\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a> first empowers readers by outlining its priority to ensure hosts remain in control of their hosting business. Hosts often depend on Airbnb for their livelihood or a major portion of their income, so they provide readers with various resources depending on how they prefer to interact with the Airbnb brand.<\/p>\r\n\r\n[caption id=\"attachment_25053\" align=\"alignnone\" width=\"578\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/weekly-host-digest-preparing-for-guests-again\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25053 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/weekly-host-digest-preparing-for-guests-again-e1616625471848.png\" alt=\"Airbnb Email - How to adapt your hosting strategy\" width=\"578\" height=\"2071\" \/><\/a> <em>Airbnb uses email to highlight the power of the hosts. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/weekly-host-digest-preparing-for-guests-again\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Airbnb subscribers may want to read through a blog post on tips &amp; tricks, explore a new feature on the platform, or actively participate in an AMA webinar. The email's well-structured headlines, clean design and clear CTAs make it easy for users to take action.<\/p>\r\n<p>If your organization is utilizing cross-channel post-pandemic marketing or offers a diverse product mix, consider the customer\u2019s experience. As consumers have been pushed to adapt digital channels at a rapid pace, their expectations have been heightened for both a personalized and fluid online brand experience.<\/p>\r\n<p>More than just having an option to buy online, does your organization offer delivery, as well as in-store or curbside pickups? How easy to use is your app, and are those experiences interconnected?<\/p>\r\n<p>Consider <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target\u2019s<\/a> response below. Although stores stayed open in order to provide guests with essential goods, the retailer clearly outlined the safety steps and measures taken in a clean, infographic format. With constant updates and changing regulations, it helps to visually explain how the brand is assisting customers in taking proper safety precautions.<\/p>\r\n\r\n[caption id=\"attachment_25080\" align=\"alignnone\" width=\"1632\"]<a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25080 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-24-at-3.32.17-PM.png\" alt=\"Target, Marketing in a Post-Pandemic Reality: What Can We Learn?\" width=\"1632\" height=\"838\" \/><\/a> <em>Target clearly showcases the measures taken to ensure everyone remains safe. Source: <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Treat both consumers and employees with empathy<\/h4>\r\n<p>One thing we love to see in brands is how they\u2019ve treated their employees during the pandemic. <a href=\"https:\/\/go.morningconsult.com\/CT-2020-04-15-1377-Weathering-The-Storm-In-The-COVID-19-Era_LP-Download.html\" target=\"_blank\" rel=\"noopener\">90% of consumers<\/a> said that even in tough times, it is important to them that brands take care of their employees and treat them well. Have you announced a remote-work option for all employees? Introduced mandatory paid time off days to encourage work-life balance?<\/p>\r\n<p><a href=\"https:\/\/robinpowered.com\/\" target=\"_blank\" rel=\"noopener\">Robin<\/a>, a hybrid workplace software provider, first acknowledges the stress that both its customers and employees may be experiencing, but then offers tangible advice and steps to take to keep them safe when re-opening offices. This email assures readers that the company is on their side and here to support them.<\/p>\r\n\r\n[caption id=\"attachment_25060\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/covid-19-making-your-office-safer-for-everyone\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25060 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Robin1-1.png\" alt=\"Robin Email WFH Safety in Pandemic\" width=\"680\" height=\"1383\" \/><\/a> <em>Robin provides tangible advice as employees and customers become remote. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/covid-19-making-your-office-safer-for-everyone\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/peakon.com\/us\/\" target=\"_blank\" rel=\"noopener\">Peakon<\/a>, an employee management software company, <a href=\"https:\/\/reallygoodemails.com\/school\/how-to-be-a-human-marketer-in-a-pandemic-like-covid19\" target=\"_blank\" rel=\"noopener\">takes an informational approach<\/a> to provide various internal and external resources to business owners, offering a webinar to discuss steps the company has taken to support their remote employees, as well as an article with recommendations from their Chief Product Officer.<\/p>\r\n\r\n[caption id=\"attachment_25101\" align=\"alignnone\" width=\"830\"]<img class=\"size-full wp-image-25101\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-26-at-10.20.28-AM.png\" alt=\"Peakon Pandemic Email\" width=\"830\" height=\"1704\" \/> Peakon provides internal and external resources to business owners as a one-stop resource. Source: <a href=\"https:\/\/reallygoodemails.com\/school\/how-to-be-a-human-marketer-in-a-pandemic-like-covid19\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>[\/caption]\r\n\r\n<p>Even as consumers change their spending habits, it\u2019s shown that employee treatment impacts brand favorability. We know that to build a more meaningful connection with consumers, brands must practice empathy\u2014but also prioritize maintaining relationships with both customers and employees.<\/p>\r\n<h4>3. Don\u2019t add to the chaos<\/h4>\r\n<p>According to a <a href=\"https:\/\/www.edelman.com\/research\/covid-19-brand-trust-report\" target=\"_blank\" rel=\"noopener\">survey conducted by Edelman<\/a>, consumers are more likely to purchase something from a company during and after the COVID-19 crisis if that company has spoken out appropriately about the pandemic. Further, 84% of respondents say that they want \u201cbrand advertising to focus on how brands help people cope with pandemic-related life challenges,\u201d focusing their messaging on solutions, not selling.<\/p>\r\n<p>Consider this email from <a href=\"https:\/\/www.flickr.com\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a>, which offers an actionable plan for photographers who have lost work or income opportunities. Here, they\u2019ve collected different resources and linked to loan assistance, as well as a community support group.<\/p>\r\n\r\n[caption id=\"attachment_25023\" align=\"alignnone\" width=\"708\"]<a href=\"https:\/\/www.flickr.com\/\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-25023 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Flickr1-e1616625064953.png\" alt=\"Flickr Email for Photographers\" width=\"708\" height=\"1100\" \/><\/a> <em>Flickr collected a group of resources for photographers. Source: <a href=\"https:\/\/www.flickr.com\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/em>[\/caption]\r\n\r\n<p>The pandemic has impacted us on an individual level worldwide, and providing empathetic communications and actions will lessen the risk of inadvertently coming off as insensitive. Don\u2019t add to the chaos.<\/p>\r\n<p>Think about the content and timing of your messaging; what kind of value you\u2019re providing; the tone of your emails; and whether you\u2019re offering the appropriate tools for support.<\/p>\r\n<h3>Are these post-pandemic strategies here to stay?<\/h3>\r\n<p>In short, yes. We fundamentally changed the way we think, behave and consume in 2020, and the need for change is far from over. In fact, many marketers are planning on <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">maintaining these new customer communication strategies<\/a> well into 2021.<\/p>\r\n<p>Using the knowledge we\u2019ve gained from watching brands grow and change, we continue to identify what is in our ability to tweak so we can remain in control of our messaging across channels.<\/p>\r\n<p>Understanding emotional intelligence as a concept can be retooled towards marketing. As we dive deeper into the post-pandemic world, combine this emotional intelligence with your traditional marketing tools like A\/B testing, creatives and CTAs. With this combination in place, customers will see your brand as one they can connect with, depend on, and trust.<\/p>\r\n<p><em>Find out what other brands have done to succeed during the pandemic and beyond at Iterable's signature conference, <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>, on April 7.<\/em><\/p>","post_title":"Marketing in a Post-Pandemic Future: What Can We Learn?","post_excerpt":"To guide your strategies into the post-pandemic marketing future, we\u2019ve identified 3 techniques you can employ to connect with customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"post-pandemic-marketing","to_ping":"","pinged":"","post_modified":"2021-03-26 10:21:30","post_modified_gmt":"2021-03-26 17:21:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=25010","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 26, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing in a Post-Pandemic Reality: What Can We Learn?\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032521_Marketing-in-Post-Pandemic-Reality_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/post-pandemic-marketing\/"},{"ID":24965,"post_author":"35","post_date":"2021-03-23 09:18:30","post_date_gmt":"2021-03-23 16:18:30","post_content":"<p>Previously, we've spoken about the <a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\" target=\"_blank\" rel=\"noopener\">different types of marketers<\/a>. The Dreamers, Builders and Makers are the ones who comprise the All-Stars behind the best customer experiences, but what if we dove in one level further to spotlight what makes some of these marketers great?<\/p>\r\n<p>As we're in the back half of <a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a>, Iterable looked internally and externally to find a few of the women doing amazing things in marketing today. To liven it up a bit, we gave them a few small challenges to tackle and show us how they get in the right mindset to be complete <a href=\"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/\" target=\"_blank\" rel=\"noopener\">badasses<\/a>.<\/p>\r\n<p>Speaking of which, if you're looking to hear from more women being the change they want to see in the world, register for \"<a href=\"https:\/\/iterable.com\/webinars\/female-founded-brands\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=women-in-marketing\" target=\"_blank\" rel=\"noopener\">Female Founded: How LOLA and Minibar Delivery Disrupted Their Categories and Built Loyal Audiences<\/a>.\"\u00a0<\/p>\r\n<p>And now, for our All-Stars.\u00a0<\/p>\r\n<h3>Women Crushing It in Marketing Today<\/h3>\r\n<h4>How do you find balance outside of work?<\/h4>\r\n\r\n[caption id=\"attachment_24966\" align=\"alignnone\" width=\"576\"]<img class=\"wp-image-24966 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/1BE10D89-2A27-45C8-9C8F-F57652BB0F40-Sonam-Patel-576x1024.jpg\" alt=\"Women in Marketing - Sonam Patel hugging a tree\" width=\"576\" height=\"1024\" \/> <em>Sonam becoming one with nature.<\/em>[\/caption]\r\n\r\n<p>Sonam Patel, Digital Marketing Manager at <a href=\"https:\/\/pressedjuicery.com\/\" target=\"_blank\" rel=\"noopener\">Pressed Juicery<\/a>, finds balance by getting some fresh air at any opportunity.<\/p>\r\n<blockquote>\r\n<p><em>\"I find balance outside of work by going on hikes at least three times a month!\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>What is your go-to WFH uniform?<\/h4>\r\n\r\n[caption id=\"attachment_24972\" align=\"alignnone\" width=\"786\"]<img class=\"wp-image-24972 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/GT-at-work-Ginny-Tonkin-1.jpg\" alt=\"Women in Marketing - Ginny Tonkin all dressed up\" width=\"786\" height=\"540\" \/> <em>Sometimes feeling \"put together\" can make all the difference.<\/em>[\/caption]\r\n\r\n<p>We've all had changes to our daily wardrobe\u2014some flipping through the same five (ok...two) outfits. Ginny Tonkin, Sr. Demand Generation Marketing Manager at Iterable, opts more for the <a href=\"https:\/\/www.youtube.com\/watch?v=gSjM5B3QNlw\" target=\"_blank\" rel=\"noopener\">treat yo'self<\/a> path to get into a productive mindset for the day.<\/p>\r\n<blockquote>\r\n<p><em>\"My go-to WFH uniform still requires light makeup so I feel 'put together,' but I wear clothes that I generally feel like I can move around in. That way I can take walking breaks throughout the day. If I'm honest, my new favorite 'outfit' has been my wetsuits!\"<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_24975\" align=\"alignnone\" width=\"821\"]<img class=\"wp-image-24975 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Wetsuit-Ginny-Tonkin-821x1024.jpg\" alt=\"Women in Marketing - Ginny Tonkin in a wetsuit\" width=\"821\" height=\"1024\" \/> <em>The beach can be considered a home office too!<\/em>[\/caption]\r\n\r\n<h4>What do you do to spark creativity or productivity when you hit a wall?<\/h4>\r\n\r\n[caption id=\"attachment_24978\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-24978 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/IMG_0944-Kait-Creamer-1024x768.jpg\" alt=\"Women in Marketing - Kait Creamer taking up roller skating\" width=\"1024\" height=\"768\" \/> <em>Letting loose can really get the creative juices flowing.<\/em>[\/caption]\r\n\r\n<p>We've all hit a wall of some sort during the pandemic. Luckily for Kait Creamer, CRM Marketing Manager at <a href=\"https:\/\/www.framer.com\/\" target=\"_blank\" rel=\"noopener\">Framer<\/a>, she's been able to take advantage of one of her favorite outlets.<\/p>\r\n<blockquote>\r\n<p><em>\"I can always tell I'm burnt out when I'm working long hours and never feeling 'caught up.' Leaving the house to tackle physical challenges at the skatepark helps me take a brain break and get a bit of my creative spark back.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>How it started vs. how it's going since the pandemic began?<\/h4>\r\n\r\n[caption id=\"attachment_24981\" align=\"alignnone\" width=\"768\"]<img class=\"wp-image-24981 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/IMG_0462-preview-768x1024.jpg\" alt=\"Jennifer Sue stocking up with canned food at Target\" width=\"768\" height=\"1024\" \/> <em>We all did this to some degree. Don't lie.<\/em>[\/caption]\r\n\r\n<p>The start of the pandemic was...frantic. Jennifer Sue, Director of Field and Account-Based Marketing at Iterable, dove in headfirst to make sure she was prepared for what was to come.<\/p>\r\n<blockquote>\r\n<p><em>\"There was no telling how long that first lockdown would last and what sort of changes were to come. At the beginning I was focused on making sure my family and I were safe and ready for the next step.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>Since then, Jennifer has made the most of her time at home.<\/p>\r\n\r\n[caption id=\"attachment_24987\" align=\"alignnone\" width=\"768\"]<img class=\"wp-image-24987 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/IMG_1943-768x1024.jpeg\" alt=\"Jennifer Sue planting trees\" width=\"768\" height=\"1024\" \/> <em>Jennifer took up hobbies that will bear fruit for years to come!<\/em>[\/caption]\r\n\r\n<blockquote>\r\n<p><em>\"How it's going now is all about growth! I've tried so many new things in the past year from latte art to calligraphy and now gardening. Normally I love traveling, so it has been challenging, but I have found so many new passions that I will definitely keep going.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>Sonam, Ginny, Kait, Jennifer, and thousands of other badass women in marketing will all be at Activate Live this year! <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Register today<\/a> (for free!) and find them on April 7th to share the ways you're staying balanced, creative and energized.<\/p>","post_title":"Women in Marketing: A Gallery of All-Stars","post_excerpt":"Iterable found a few of the women doing amazing things in marketing today and asked them to share their stories on balance and creativity. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"women-in-marketing","to_ping":"","pinged":"","post_modified":"2021-03-23 09:18:30","post_modified_gmt":"2021-03-23 16:18:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=24965","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 23, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"All Star Women in Marketing\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/032321_Womens-Marketing-Life-in-Pictures_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/women-in-marketing\/"},{"ID":24881,"post_author":"7","post_date":"2021-03-17 09:33:41","post_date_gmt":"2021-03-17 16:33:41","post_content":"<p>Iterable is thrilled to <a href=\"https:\/\/www.prweb.com\/releases\/iterable_expands_leadership_team_to_power_empathy_driven_customer_experiences\/prweb17803672.htm\" target=\"_blank\" rel=\"noopener\">announce today<\/a> the addition of five leadership team members in 2020 who will be pivotal in furthering the company\u2019s vision of empowering empathy-driven customer engagement. With a diversity of knowledge and lived experiences across the enterprise landscape, these leaders bring decades of collective wisdom that is fundamental to Iterable\u2019s continued success.<\/p>\r\n<p>In a <a href=\"https:\/\/www.prweb.com\/releases\/iterable_expands_leadership_team_to_power_empathy_driven_customer_experiences\/prweb17803672.htm\" target=\"_blank\" rel=\"noopener\">press statement<\/a>, Iterable co-founder and CEO Justin Zhu shared his thoughts on the news:<\/p>\r\n<blockquote>\r\n<p>\u201c<em>Empathic leadership is essential to fulfilling Iterable\u2019s humanity-driven vision. We are elated to welcome such wonderful, empathetic leaders to the Iterable family. Their combined wisdom, lived experiences and heart are fundamental to supporting the thousands of Iterators in our community today and tomorrow<\/em>.\u201d<\/p>\r\n<\/blockquote>\r\n<p>Why did these leaders decide to join Iterable, and what are they most excited about in the year to come? Here's what they each had to say in their own words.<\/p>\r\n<h3>Iterable's Key Additions<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-24904\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Bela.png\" alt=\"Leadership team - Bela Stepanova, VP of Product\" width=\"600\" height=\"150\" \/><\/p>\r\n<p>Before joining Iterable, Bela founded Box\u2019s growth team, where she was first introduced to the power of Iterable. She has held numerous product leadership positions, spending nearly 15 years building and designing products used by millions of users, from fintech to e-commerce to SaaS productivity. As a product leader, her biggest passion is people\u2014bringing a user experience-first mindset to B2B products and building incredible, diverse teams. Bela has an engineering background and holds a BA in Computer Science from UC Berkeley.<\/p>\r\n<blockquote>\r\n<p><em>\"Having experienced the power of Iterable firsthand, I was humbled to get a call from Jeff. The vision and the scale presented an exciting product challenge: powering sustainable business growth via value and empathy-driven experiences for billions of people. Then meeting the team of Iterators sealed the deal. I felt like I found a group of people who believe in each other and what we are trying to accomplish, and live every day with shared values.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone size-full wp-image-24913\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Mike.png\" alt=\"Mike McGuire, VP of Sales, EMEA\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Prior to joining Iterable, Mike spent nearly six years at Salesforce, where he rose the ranks from individual contributor to Regional VP of Enterprise Sales. He has 18 years of experience across multiple industries, including SaaS, property and humanitarian organizations. Mike brings a proven track record in multinational selling and business growth. He earned his MSc in Business at University College Dublin and his BBS (Hons) at Dublin Institute of Technology.<\/p>\r\n<blockquote>\r\n<p><em>\"I sent my CV to Justin Zhu 48 hours after hearing about the company and its product. There is no other multichannel marketing platform in the market that makes personalisation at scale effortless for enterprise companies. But what makes Iterable so exciting in the long term is the amazing culture that acts as a magnet for the world's best talent.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone wp-image-24907 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Bill.png\" alt=\"Leadership team - Bill Press, SVP of Engineering\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Bill joins Iterable from Optimizely, where he led a technology team of 120 people strong. He has over a decade of experience in enterprise SaaS, including at Salesforce leading the Search Technologies group and creating the developer-focused Productivity Cloud. Prior to Salesforce, Bill built distributed, high-scale enterprise search systems. He has a background in neuroscience and holds a Ph.D. in Computation and Neural Systems from Caltech.<\/p>\r\n<blockquote>\r\n<p><em>\"When I chose Iterable last year, it was because it had three things I could not find in any other single company: 1) a fast-growing business with a passionately dedicated customer base, 2) a strong leadership team capable of taking the company the distance, and 3) an amazing culture, grounded in warmth and humanity\u2014key ingredients to creating a high-performing sustainable organization.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone size-full wp-image-24910\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Jan.png\" alt=\"Jan Zeman, SVP of Sales, Americas\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Jan comes to Iterable from Medallia, where he helped lead the company's growth from $150 million to over $500 million in revenue. Prior to Medallia, Jan spent nine years in sales leadership at Responsys, where he was a key member of the company\u2019s journey through its IPO in 2011 and acquisition by Oracle in 2013 for $1.5 billion. Jan received his BS from Georgetown University.<\/p>\r\n<blockquote>\r\n<p><em>\"I have seen firsthand how hard it is for brands to personalize customer communications across channels at scale. When I got under the hood, I saw how Iterable's real-time platform and modern data architecture massively simplifies the effort required to create a great customer experience. However, it was the team that really blew me away. It's clear that Iterable's values are embodied by every person in the company. It truly is a special place.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h4><img class=\"alignnone wp-image-24916 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_Sanam.png\" alt=\"Leadership team - Sanam Saaber, General Counsel\" width=\"600\" height=\"150\" \/><\/h4>\r\n<p>Sanam has spent the last 13 years representing organizations and products that are used by millions of people globally. She served as General Counsel and COO for DFINITY, as well as VP, Legal, at Box, where she led its commercial practice through its fundraising, growth, and IPO. Prior to her leading various legal teams, she started her career as a geneticist focused on cancer and stem cell research, and is passionate about the intersection of science and law.<\/p>\r\n<blockquote>\r\n<p><em>\"I joined Iterable to be a part of an amazing team aiming to reimagine the global economy powered by communities and brands. The pandemic has accelerated the speed at which digital marketing and advertising are changing, and fueled the significant growth of many new online industries. With this inflection point, Iterable is poised to enable a commerce transformation and tackling this challenge from both a legal and business capacity is exciting.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3>Join Iterable's Leaders at Activate Live<\/h3>\r\n<p>Iterable and its leadership team look forward to sharing knowledge, innovations and strategies on how brands can power unified customer experiences at its fourth-annual growth marketing conference Activate Live on April 7th. Complimentary registration for the virtual event is <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=pr\" target=\"_blank\" rel=\"noopener\">now open<\/a>.<\/p>","post_title":"Expanding Our Leadership Team to Power Empathetic Engagement","post_excerpt":"The newly bolstered leadership team will be pivotal in furthering the company\u2019s vision of empowering empathy-driven customer engagement.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"expanding-leadership-team","to_ping":"","pinged":"","post_modified":"2021-03-17 09:33:41","post_modified_gmt":"2021-03-17 16:33:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=24881","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Headshots of additions to Iterable&#039;s leadership team\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031721_Leadership-Announcement_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/expanding-leadership-team\/"},{"ID":12851,"post_author":"35","post_date":"2021-03-16 10:32:47","post_date_gmt":"2021-03-16 17:32:47","post_content":"<p>Valentine\u2019s Day may be over, but as long as some of us have dark chocolate hidden under our beds, we can still talk about romance.<\/p>\r\n<p>And romance takes work. Ideally, we would love the perfect meet-cute where we waltz into a coffee shop, lock eyes with the shopkeeper, and run off into the sunset holding hands. That\u2019s easy. That\u2019s fun. But in reality, most chance encounters are likely to lead to rejection, not romance.<\/p>\r\n<p>So why are we talking about relationships when we should be focusing on customers?<\/p>\r\n<p>Because today\u2019s customers <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">expect more from the brands<\/a> they do business with. They expect to be treated with respect. They want to be seen as more than a number or a conversion.<\/p>\r\n<p>And this is exactly where the concepts collide. To make a connection, you have to approach the customer relationship like you would a romantic relationship.<\/p>\r\n<h3>Win Over Customer Hearts and Minds<\/h3>\r\n<p>This month, the teams at <a href=\"https:\/\/tinuiti.com\/\" target=\"_blank\" rel=\"noopener\">Tinuiti<\/a> and Iterable got together for a webinar on customer relationship advice: \u201c<a href=\"https:\/\/tinuiti.com\/content\/webinars\/win-customers-hearts-minds-with-a-personalized-email-strategy\/?utm_campaign=Oktopost-CRM+%26+Audiences+%26+Email+-+Blog&amp;utm_medium=organic&amp;utm_source=linkedin&amp;utm_tag=Type:Blog\" target=\"_blank\" rel=\"noopener\">Win Customers\u2019 Hearts and Minds with a Personalized Email Strategy<\/a>.\u201d We discussed trust, brand ethics and customer sentiment, as well as how personalization and connection manifest as a result. If you want to learn the application of a relationship-building strategy, be sure to <a href=\"https:\/\/tinuiti.com\/content\/webinars\/win-customers-hearts-minds-with-a-personalized-email-strategy\/?utm_campaign=Oktopost-CRM+%26+Audiences+%26+Email+-+Blog&amp;utm_medium=organic&amp;utm_source=linkedin&amp;utm_tag=Type:Blog\" target=\"_blank\" rel=\"noopener\">watch the recording<\/a>!<\/p>\r\n<p>In the meantime, here\u2019s the TL;DR on the topic, so you can get back to building relationships and creating content.<\/p>\r\n<h3>The Top 8 Tenets of the Customer Relationship<\/h3>\r\n<h4>1. Trust<\/h4>\r\n<p>For consumers and their personal data, <a href=\"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/\" target=\"_blank\" rel=\"noopener\">trust<\/a> has arguably become the top priority. After all, <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-03\/2020%20Edelman%20Trust%20Barometer%20Brands%20and%20the%20Coronavirus.pdf\" target=\"_blank\" rel=\"noopener\">four out of five consumers<\/a> say they need to be able to trust a brand in order to buy from them.<\/p>\r\n<p>The ideal customer experience bakes trust into every message and interaction. Foster that trust by combining data with contextualized communications.<\/p>\r\n<h4>2. Transparency<\/h4>\r\n<p>Consumers are smart: They do their <a href=\"https:\/\/transaction.agency\/ecommerce-statistics\/81-of-shoppers-research-their-product-online-before-purchasing\/\" target=\"_blank\" rel=\"noopener\">research<\/a> and explore their options. And when they share their data with brands, they expect transparency on how it will be used.<\/p>\r\n<p>Whether you're collecting insights from their purchase history or asking them to share their interests and preferences, be open about how you'll enhance their customer experience with this information.<\/p>\r\n<p>Once customers recognize the value of a personalized experience, they will be more willing to continue reciprocating that transparency with you.<\/p>\r\n<h4>3. Conversation<\/h4>\r\n<p>Imagine you are on a first date. They ask how your day was, you elucidate, and then you wait...and wait. Nothing.<\/p>\r\n<p>The key to a thriving customer relationship is getting comfortable with the concept of conversation. It\u2019s ensuring that your marketing campaign is infused with check-ins, follow-ups and other forms of feedback loops. It\u2019s promising when customers tell you how they feel about a product, you listen and take action. It\u2019s about knowing what\u2019s <a href=\"https:\/\/www.inspiremore.com\/chewy-customer-service\/\" target=\"_blank\" rel=\"noopener\">going on in their lives<\/a> and seeing how you can support them.<\/p>\r\n<p>The best relationships are a back and forth, not one-sided.<\/p>\r\n<h4>4. Empathy<\/h4>\r\n<p>Your partner may not feel the same way about things as you. As a result, you can practice mindfulness and pay close attention to their emotions. Your emotional intelligence is a guiding principle in developing the right tone.<\/p>\r\n<p>Practice <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> in marketing. There\u2019s an actual person who opens, reads and processes your emails, texts, push notifications and the like. Recognizing that is not just the right thing to do\u2014it also impacts the bottom line. Brands that deliver humanized experiences are <a href=\"https:\/\/www.deloittedigital.com\/us\/en\/blog-list\/2019\/we-re-only-human--exploring-and-quantifying-the-human-experience.html\" target=\"_blank\" rel=\"noopener\">twice as likely<\/a> to outperform the revenue growth of their competitors.<\/p>\r\n<p>Our customers have different lived experiences and values. We have to listen to and learn from them. That\u2019s the only way we talk with\u2014not at\u2014them.<\/p>\r\n<h4>5. Passion<\/h4>\r\n<p>\u201cWhat do you like to do in your free time?\u201d It\u2019s a pretty common question when you're getting to know someone. But when you really take a look at the core of the inquiry, you realize what you\u2019re actually asking is, \u201cWhat are you passionate about?\u201d<\/p>\r\n<p>Today\u2019s audiences want to know a brand\u2019s <a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">beliefs and values<\/a>. They want to shop with brands that share their passions.<\/p>\r\n<p>And by leveraging <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a>, brands can better identify what resonates with their customers and align their messaging accordingly.<\/p>\r\n<h4>6. Authenticity<\/h4>\r\n<p>Authenticity is integral to building thriving customer relationships. <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener\">71% of consumers<\/a> say that they prefer to buy from companies that embrace their values, but folks can tell when they're just being pandered to.<\/p>\r\n<p>For a brand to be considered authentic, its communications need to be perceived as real, reliable and respectful. But you can't just talk the talk\u2014you have to walk the walk by truly standing by what you proclaim to care about.<\/p>\r\n<p>These days, platitudes are cheap, but commitments are what customers deserve.<\/p>\r\n<h4>7. Artificial Intelligence (AI)<\/h4>\r\n<p>It\u2019s really difficult to read someone's emotions. Understanding how your partner feels can help build stronger bonds. The same goes for customers: <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener\">How they feel about your brand<\/a>, in real-time and across channels, can inform smarter communication strategies.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Using AI<\/a>, marketers gain a unique advantage by being able to intelligently translate customer engagement into deeper, more meaningful connections.<\/p>\r\n<h4>8. Personalization<\/h4>\r\n<p>Personalization is formed from dynamic relationships using a one-to-one approach that appeals specifically to each individual. Personalization happens when you have access to and utilize various <a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener\">profile, behavioral, and lifecycle data points<\/a> to create user-specific experiences.<\/p>\r\n<p>The end result? A marketing campaign that meets your customers exactly where they are, with what they want to see, when they want to see it.<\/p>\r\n<h3>Customer Relationships 101<\/h3>\r\n<p>There\u2019s no single strategy or one-message fits-all formula to ensure that your relationships\u2014either personal or professional\u2014last for the long haul. It takes time to build rapport with others. And the same goes for marketing.<\/p>\r\n<p>But the beauty of marketing is that you can experiment, analyze and adjust your campaign messaging and strategy along the way. Keeping these eight tenets in mind enables you to build a lasting\u2014and individualized\u2014relationship with each customer.<\/p>\r\n<p>Learn more about how to win customers\u2019 hearts and minds with personalization by watching our recent <a href=\"https:\/\/tinuiti.com\/content\/webinars\/win-customers-hearts-minds-with-a-personalized-email-strategy\/?utm_campaign=Oktopost-CRM+%26+Audiences+%26+Email+-+Blog&amp;utm_medium=organic&amp;utm_source=linkedin&amp;utm_tag=Type:Blog\" target=\"_blank\" rel=\"noopener\">webinar with Tinuiti.<\/a><\/p>","post_title":"8 Things Your Customer Relationship Needs to Thrive","post_excerpt":"The customer relationship is about connection, much like a romantic relationship. Here are the best 8 ways to foster that connection. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"8-things-your-customer-relationship-needs","to_ping":"","pinged":"","post_modified":"2021-03-16 10:32:47","post_modified_gmt":"2021-03-16 17:32:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12851","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031121_8-Things-Customer-Relationship_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"8 Things Every Customer Relationship Needs\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031121_8-Things-Customer-Relationship_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031121_8-Things-Customer-Relationship_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031121_8-Things-Customer-Relationship_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/8-things-your-customer-relationship-needs\/"},{"ID":12918,"post_author":"43","post_date":"2021-03-11 17:58:32","post_date_gmt":"2021-03-12 01:58:32","post_content":"Privacy changes are limiting what consumer information brands can utilize, so it\u2019s more important than ever to maximize your first-party data while also building your customer\u2019s trust. The key to building brand affinity? Email marketing and AI personalization.\r\n\r\nHear our experts talk about how your zero- and first-party data are key to an enhanced customer experience. Join us to learn how to use AI and predictive analytics. Plus, we reveal how our experts use this data to take email strategy to the next level.\r\n\r\nSome topics we discuss:\r\n<ul>\r\n\t<li>Measure customer sentiment for a highly personalized strategy<\/li>\r\n\t<li>How to apply zero- and first-party data collection to your outreach strategy<\/li>\r\n\t<li>Strategies to secure a loyal customer base in a competitive market <\/li>\r\n\t<li>Case studies to replicate for personalization success<\/li>\r\n\t<li>How to use AI for more robust, real-time personalization<\/li>\r\n<\/ul>\r\n\r\n ","post_title":"Win Customers\u2019 Hearts &amp; Minds with a Personalized Email Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"win-customers-with-personalized-email-strategy","to_ping":"","pinged":"","post_modified":"2021-03-11 17:59:07","post_modified_gmt":"2021-03-12 01:59:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12918","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 11, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/2021-03-10-tinuiti-webinar-resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/win-customers-with-personalized-email-strategy\/"},{"ID":12822,"post_author":"35","post_date":"2021-03-10 11:10:12","post_date_gmt":"2021-03-10 19:10:12","post_content":"<p><a href=\"https:\/\/iterable.com\/solutions\/personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">Personalized marketing<\/a> hinges on meeting the consumer where they are at any given point. While <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmentation<\/a> gets you closer to individualization, what\u2019s something marketers can do to help personalize the experience before capturing in-depth profile data?<\/p>\r\n<p>Market by generation.<\/p>\r\n<p><a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">Each generation<\/a> has certain likes and dislikes when it comes to digital marketing. Of course, there are individuals within each generation who may prefer different messaging than their generation would suggest, but until that data is collected, using generational data and preferences could help select marketing techniques that best appeal to a brand\u2019s customers.<\/p>\r\n<p>Let\u2019s dig into some of the ways you can adapt your marketing by generation for greater personalization.<\/p>\r\n<h3>What's (Your) Age Again?<\/h3>\r\n<h4>Gen Z: The Filter Generation<\/h4>\r\n<p>Making up about <a href=\"https:\/\/www.fastcompany.com\/3045317\/what-is-generation-z-and-what-does-it-want\" target=\"_blank\" rel=\"noopener\">40% of the total population<\/a>, Gen Z (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 7-22<\/a>), also known as Zoomers, are pros when it comes to determining what information is most important to them and what information is not. They\u2019re filtering wizards\u2014not only because of their Snapchat skills, but also because <a href=\"https:\/\/www.fastcompany.com\/3045317\/what-is-generation-z-and-what-does-it-want\" target=\"_blank\" rel=\"noopener\">they can easily filter out noise<\/a> to find the most useful content.<\/p>\r\n<p>However, while they are experts at ignoring a high amount of digital content, they also rely on it: 58% of those in Gen Z say they start to feel uncomfortable if they\u2019re <a href=\"https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/#:~:text=Gen%20Zers%20prefer%20brands%20that,that%20contributes%20to%20social%20causes.\" target=\"_blank\" rel=\"noopener\">without an internet connection for more than four hours<\/a>.<\/p>\r\n<p>So, how does a brand stand out as useful or important to this hyper-critical, yet incredibly online generation? Showcase value upfront.<\/p>\r\n<p>Gen Z is not only proficient in filtering through information, but also brands in general. They can easily filter out brands that don\u2019t align with their <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">personal values and beliefs<\/a>. A majority (72%) of Zoomers are more likely to buy from a company that <a href=\"https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/#:~:text=Gen%20Zers%20prefer%20brands%20that,that%20contributes%20to%20social%20causes.\" target=\"_blank\" rel=\"noopener\">contributes to social causes<\/a>.<\/p>\r\n<p>In this email from <a href=\"https:\/\/reallygoodemails.com\/emails\/seven-years-zero-waste\" target=\"_blank\" rel=\"noopener\">Package Free<\/a>, a brand focused on curating waste-free products, its cause is highlighted in the subhead, \u201cHow She Reduced Her Waste to Zero and Launched a Movement.\u201d It\u2019s concise, clear, and highlights a driving mission of the company: zero waste. Because this email is from the company\u2019s Founder and CEO, it shows the company cares about this cause at its core. It's authentic\u2014a trait Gen Z holds in high regard.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12823\" align=\"alignnone\" width=\"558\"]<img class=\"size-large wp-image-12823\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-09-at-3.05.24-PM-558x1024.png\" alt=\"Package Free Marketing by Generation\" width=\"558\" height=\"1024\" \/> <em>Attract Gen Z audiences by showcasing your values in an authentic manner. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/seven-years-zero-waste\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a><\/em>[\/caption]\r\n\r\n<p>To appeal to Gen Z with your marketing tactics, consider succinct, clear messaging that highlights your company\u2019s values upfront. Don\u2019t bury the lede.<\/p>\r\n<h4>Millennials: The Review Generation<\/h4>\r\n<p>As the <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2020\/04\/28\/millennials-overtake-baby-boomers-as-americas-largest-generation\/\" target=\"_blank\" rel=\"noopener\">largest generation<\/a>, Millennials (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 23-38<\/a>) have the most purchasing power. However, because they were constantly exposed to emerging technologies, <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2018\/03\/15\/understanding-how-millennials-respond-to-your-marketing-efforts\/?sh=3dde4bf270cd\" target=\"_blank\" rel=\"noopener\">they are more equipped to use a variety of tools to find the best deal<\/a>.\u00a0<\/p>\r\n<p>The best deal, however, doesn\u2019t necessarily mean the lowest price. It means the best quality and the best price. As a result of the desire to find high-quality products at reasonable prices, Millennials tend to <a href=\"https:\/\/skift.com\/2014\/02\/17\/why-the-power-of-peer-reviews-is-different-for-millennial-travelers\/\" target=\"_blank\" rel=\"noopener\">rely heavily on peer reviews and ratings<\/a>. In fact, 89% of users aged 18-34 <a href=\"https:\/\/searchengineland.com\/young-consumers-read-reviews-likely-write-reviews-233190\" target=\"_blank\" rel=\"noopener\">trust online reviews<\/a>. Not only that, but 62% of the same age group have read reviews on a mobile device.<\/p>\r\n<p>The challenge then lies in being able to share user reviews with Millennials via multiple channels, even those that may lend themselves better to shorter messages.<\/p>\r\n<p>This email from <a href=\"https:\/\/lush.com\/\" target=\"_blank\" rel=\"noopener\">Lush<\/a>, a cosmetics retailer, combines <a href=\"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/\" target=\"_blank\" rel=\"noopener\">abandoned cart<\/a> messaging with user reviews to attract shoppers. The email first reminds the reader of the item they abandoned, then follows this with a product review to substantiate their initial browsing decisions.<\/p>\r\n\r\n[caption id=\"attachment_12831\" align=\"alignnone\" width=\"588\"]<img class=\"wp-image-12831 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-09-at-4.21.35-PM-588x1024.png\" alt=\"Marketing for Generation Y Through Reviews\" width=\"588\" height=\"1024\" \/> <em>Third-party reviews are seen as more valuable and trustworthy than a lot of marketing. Source: Lush<\/em>[\/caption]\r\n\r\n<p>But this can be taken one step further.<\/p>\r\n<p>When marketing by generation to reach Millennials, consider adding reviews to your mobile abandonment messaging. A push notification saying, \u201cSee what others are saying about the items you browsed,\u201d coupled with the image of the abandoned item keeps users engaged and ensures the content relevant to them is reaching them no matter the device.\u00a0<\/p>\r\n<h4>Gen X: The Deal Appeal Generation<\/h4>\r\n<p>While Gen X (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 39-54<\/a>) may be the smallest generation, they certainly cannot be ignored. According to <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2018\/11\/14\/the-forgotten-generation-lets-talk-about-generation-x\/?sh=2934131b76d5\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, \u201cRoughly half of Gen Xers are financially supporting both a parent and a child at the same time, making financial decisions that can affect all three generations.\u201d<\/p>\r\n<p>Gen X sits in the hot spot between traditional marketing and more technologically advanced tactics where their unique upbringing makes them fond of one particular strategy: coupons. In a study from InnoMedia, NuStats, and Vertis, 68% of Gen Xers have used <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/09\/28\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">coupons they were sent in the mail<\/a>.<\/p>\r\n<p>Raised on newspaper clippings and magazine tear-outs, there is a massive amount of deal appeal with this generation.\u00a0<\/p>\r\n<p>As technology has evolved, however, Gen X\u2014<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2018\/11\/14\/the-forgotten-generation-lets-talk-about-generation-x\/?sh=2934131b76d5\" target=\"_blank\" rel=\"noopener\">the highest concentration of Facebook users<\/a>\u2014has begun to look outside of the mailbox for product deals and information.<\/p>\r\n<p>In this Facebook offer ad from apparel company <a href=\"https:\/\/hyggebands.com\/\" target=\"_blank\" rel=\"noopener\">Hygge Gear<\/a>, there\u2019s a coupon code directly in the copy, and a link to shop right from the ad. Hygge meets Gen Xers where they are (on Facebook) and offers them what they want (coupons).\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12835\" align=\"alignnone\" width=\"417\"]<img class=\"wp-image-12835 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Facebook-ad-examples-7.png\" alt=\"Marketing For Generation X Through Facebook\" width=\"417\" height=\"657\" \/> <em>Reach your customers where they're at to make it easier for them to engage with your brand. Source: <a href=\"https:\/\/blog.hootsuite.com\/best-facebook-ad-examples\/\" target=\"_blank\" rel=\"noopener\">Hootsuite<\/a><\/em>[\/caption]\r\n\r\n<p>To connect with Gen X, be sure to offer coupons that, when clicked, offer a clear path-to-purchase for the customer. Facebook offer ads are especially effective for this generation, but make sure the customer experience is simple and streamlined.<\/p>\r\n<h4>Baby Boomers: The Customer Service Generation<\/h4>\r\n<p>Baby Boomers (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">ages 55-73<\/a>) are assumed by many as not being as tech-savvy as their younger counterparts. But, <a href=\"https:\/\/adsharkmarketing.com\/marketing-to-baby-boomers\/\" target=\"_blank\" rel=\"noopener\">with the most disposable income, an increase in online shopping activity, and dedicated brand loyalty<\/a>, marketers can\u2019t afford to overlook this generation. According to <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/09\/28\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">Wordstream<\/a>, \u201cThe over-50 crowd accounts for 50% of all consumer expenditures, but marketers are only spending 10% of [their] budgets on them.\u201d<\/p>\r\n<p>Brand loyalty is the key for Baby Boomers. Consumers in this generation are fond of the brands they grew up with\u2014the tried and true. What\u2019s more, they appreciate customer service and would rather talk to a person than a chatbot: <a href=\"https:\/\/kognitiv.com\/blog\/generational-loyalty-from-boomers-to-gen-z\/\" target=\"_blank\" rel=\"noopener\">62% of Baby Boomers believe chatbots are unable to answer complex questions<\/a>. A good customer service experience helps fuel brand loyalty with this generation.<\/p>\r\n<p>In this email from fitness tracker <a href=\"https:\/\/www.whoop.com\/\" target=\"_blank\" rel=\"noopener\">Whoop<\/a>, a Product Expert named Davis sends a personalized note to the customer as part of Whoop\u2019s <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener\">welcome campaign<\/a>. The email puts a name\u2014and face\u2014to the user\u2019s experience with the brand, solidifying the fact that there is an actual person connecting with the customer. The brand reassures the customer within the first few messages that their purchase wasn\u2019t overlooked and that, should they need it, help is available to them.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12839\" align=\"alignnone\" width=\"869\"]<img class=\"size-large wp-image-12839\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Screen-Shot-2021-03-09-at-4.39.44-PM-869x1024.png\" alt=\"Welcome Campaign Whoop\" width=\"869\" height=\"1024\" \/> <em>Personalization goes both ways. Let users know there's a person communicating with them. Source: Whoop<\/em>[\/caption]\r\n\r\n<p>When speaking to a Baby Boomer audience, be sure you\u2019re speaking from the perspective of a real person. Most generations won\u2019t be receptive to obvious automated messaging from an amorphous brand, but Baby Boomers, in particular, are looking for a personal touch.<\/p>\r\n<h3>Marketing for All Generations<\/h3>\r\n<p>Everyone is ultimately looking for a great customer experience when they shop, but the definition of \u201ca great customer experience\u201d can differ between generations.<\/p>\r\n<p>While Zoomers and Millennials may be more mobile-friendly, their values are intrinsically different. Gen Z is more focused on clear social causes while Millennials value what their fellow consumers think. Gen X and Baby Boomers both value a good deal, but Gen X prefers coupons while Baby Boomers prioritize excellent customer service.<\/p>\r\n<p>Using the tactics laid out above, you are opening the doors for a conversation with your users, allowing them to express their preferred messaging channels and content. Within each generation, there will be nuances, but marketing to your target audience\u2019s generation ensures your customers will have access to a personalized customer experience.<\/p>\r\n<p><em>To learn more about how to create a memorable customer experience for every generation, download our guide <a href=\"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">\"The Six Principles of Building a Memorable Customer Experience\"<\/a>!\u00a0<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-12508\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/660x240.png\" alt=\"\" width=\"661\" height=\"241\" \/><\/a><\/p>","post_title":"Marketing by Generation: Personalizing for Each Age Group","post_excerpt":"Let\u2019s dig into some of the ways you can adapt your marketing by generation for greater personalization and a better customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-by-generation-personalizing-for-each-age-group","to_ping":"","pinged":"","post_modified":"2021-03-10 11:10:12","post_modified_gmt":"2021-03-10 19:10:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12822","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 10, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031021_Marketing-by-Generation_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031021_Marketing-by-Generation_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031021_Marketing-by-Generation_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/031021_Marketing-by-Generation_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/"},{"ID":12798,"post_author":"74","post_date":"2021-03-09 05:57:21","post_date_gmt":"2021-03-09 13:57:21","post_content":"<p>2020 brought a lot of change and accelerated digital transformation initiatives for eCommerce businesses across Europe. The question on many marketers mind\u2019s is what\u2019s in store for this year? What can we learn from ecommerce trends in 2020?<\/p>\r\n<p><strong>Introducing RetailX\u2019s Europe 2020 Ecommerce Region Report<\/strong> - with highly anticipated research and findings which will help you to drive growth through your marketing. RetailX\u2019s webinar shares expert advice from leaders at InternetRetailing, Asendia and Iterable who deep dive into how brands can stay ahead in Europe in 2021.<\/p>\r\n<p>Join us and learn about:<\/p>\r\n<ul>\r\n\t<li>European eCommerce Trends in 2020 and predictions for 2021<\/li>\r\n\t<li>Creating a personalised cross-channel customer experience<\/li>\r\n\t<li>Building a sustainable and empathetic brand image<\/li>\r\n<\/ul>","post_title":"RetailX Europe 2020 Report in Discussion","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"retailx-europe-2020-report-in-discussion","to_ping":"","pinged":"","post_modified":"2021-04-15 22:43:01","post_modified_gmt":"2021-04-16 05:43:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12798","menu_order":12,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 09, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","dbm-foundation","webinar"],"term_names":["DBM Campaign","DBM Foundation","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Ecommerce-World-Review-A-Festival-of-RetailX-Research-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/retailx-europe-2020-report-in-discussion\/"},{"ID":12701,"post_author":"67","post_date":"2021-03-03 17:03:33","post_date_gmt":"2021-03-04 01:03:33","post_content":"<p>Available in more than 20 countries, Care.com is the world\u2019s leading platform for finding and managing high-quality family care. Designed to meet the evolving needs of today\u2019s families and caregivers, Care.com is committed to building data-driven customer experiences through online and mobile channels that require a deep understanding and tailored approach to each audience. Join Matt Naturman, Associate Lifecycle Marketing Manager at Care.com, to hear how he extracts insights from Amplitude to continually optimize their customer experience with Iterable.<\/p>\r\n<p><span style=\"font-weight: 400\">In this webinar, you\u2019ll hear:\u00a0<\/span><\/p>\r\n<ul>\r\n\t<li>How Care.com modernized their tech stack to deliver better customer experiences<\/li>\r\n\t<li>How Amplitude enables deeper insight into customer behavior<\/li>\r\n\t<li>How Care.com continually optimizes their cross-channel campaigns to drive year-over-year growth.<\/li>\r\n<\/ul>","post_title":"How Care.com\u2019s Modern Tech Stack Powers Smarter Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"care-com-tech-stack-powers-smarter-campaigns","to_ping":"","pinged":"","post_modified":"2021-03-17 11:42:25","post_modified_gmt":"2021-03-17 18:42:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12701","menu_order":13,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 03, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/AMPLITUDE-WEBINAR_RESOURCES-THUMB-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/care-com-tech-stack-powers-smarter-campaigns\/"},{"ID":12663,"post_author":"70","post_date":"2021-03-03 08:47:28","post_date_gmt":"2021-03-03 16:47:28","post_content":"<p>What do today's most successful brands have in common?<\/p>\r\n<p>They <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\">build the best experiences<\/a>.<\/p>\r\n<p>This year at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\">Activate Live<\/a>, we're bringing the brands that make those memorable experiences to the virtual stage. You'll learn from the curators of today's strongest consumer connections to find out how your business can foster long-term loyalty.<\/p>\r\n<p>Like <a href=\"https:\/\/www.linkedin.com\/in\/saravarnibright\/\">Sara Varni<\/a>, Chief Marketing Officer of Twilio.<\/p>\r\n<h3>Introducing Sara Varni<\/h3>\r\n<p>Sara started her career as an equities trader in New York on the Nasdaq desk. But it never felt quite right or creative enough. So Sara went to the Anderson School of Management (UCLA) and got her MBA. She landed at Salesforce in 2007 and kicked off her journey in the wild west of cloud platforms.<\/p>\r\n<p>In her 11 years at Salesforce, she worked on three product lines: the AppExchange ecosystem, a small business product for contact center management, and the flagship Sales Cloud product. We would safely say she's a verified martech and cloud tech expert.<\/p>\r\n<p>So when George Hu, the former COO of Salesforce and the current COO of Twilio, reached out to Sara with the opportunity to join a growing communications and customer engagement company, Sara couldn't resist! When she made the jump to Twilio as CMO in 2017, it was the exact same size as Salesforce was when she started\u20141,100 employees and $400M in revenue.<\/p>\r\n<h3>Sara's Work as CMO<\/h3>\r\n<p>Sara Varni is the CMO of <a href=\"http:\/\/www.twilio.com\">Twilio<\/a>, a cloud communications platform that empowers companies to better engage with their customers by giving them a platform to build voice, text, chat, video and email communications.<\/p>\r\n<p>If you receive a notification from a restaurant confirming your reservation, that's normally Twilio behind the scenes. If you're a company like Medtronic that needs to send alerts and notifications to diabetes patients about the levels of glucose in their bloodstream, that's powered by Twilio. Odds are you've interacted with Twilio technology without even knowing it.<\/p>\r\n<p>As CMO, Sara is responsible for growing Twilio's community while simultaneously bringing Twilio into the enterprise market. She's manages two different funnels:<\/p>\r\n<ul>\r\n\t<li><strong>Developer-centric:<\/strong> How can a tool like Twilio make a developer's life easier? Sara's team is responsible for providing useful documentation, the right content and the right access to developers in the community.<\/li>\r\n\t<li><strong>Business-focused:<\/strong> Sara communicates to the line of business management to show how Twilio will have an impact on their core business metrics.<\/li>\r\n<\/ul>\r\n<p>Sara\u2019s work to find a <a href=\"https:\/\/www.heavybit.com\/library\/video\/aligning-devrel-and-sales-for-growth-with-twilio-cmo-sara-varni\/\">unifying metric<\/a> between developers and the business at Twilio bridged the gap between the two funnels, which drove <a href=\"https:\/\/investors.twilio.com\/news\/news-details\/2021\/Twilio-Announces-Fourth-Quarter-and-Full-Year-2020-Results\/default.aspx\" target=\"_blank\" rel=\"noopener\">substantial growth<\/a> for the company.<\/p>\r\n<p>She's a cloud technology icon with a robust background in marketing and go-to-market strategy, and she's ready to share her expertise with the Activate audience.<\/p>\r\n<h3>Talking Technology With Sara Varni at Activate<\/h3>\r\n<p>Today's customers want more from brands. They demand experiences that are <a href=\"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\">personal, emotional and data-driven<\/a>. The only way to deliver on these demands is by adopting a customer-first mindset and a data-driven methodology.<\/p>\r\n<p>In her keynote address, \"<a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\">How to Achieve Human-Centric Customer Experiences Through Technology\"<\/a>, Sara will invite the audience to embrace digital transformation. She'll showcase the opportunities available to brands that leverage technology to augment consumer experiences.<\/p>\r\n<p>Restrictions to movement during COVID-19 resulted in changed consumer shopping behaviors and brand interactions, further intensifying the bond of tech and CX. Sara's keynote will shed light on how today's leading companies approach building out a <a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\">memorable customer journey<\/a>, from technology to messaging touchpoints, to set their brands up for success.<\/p>\r\n<h3>An Amazing Speaker Lineup at Activate Live<\/h3>\r\n<p>We're ecstatic that Sara will be at Activate, but that's not all. Introducing the <a href=\"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/\">dreamers, builders and makers<\/a> of today's most compelling customer experiences and the speakers that will be joining Sara on the virtual stage at Activate Live:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/\" target=\"_blank\" rel=\"noopener\">Bozoma Saint John<\/a>, CMO of <a href=\"http:\/\/netflix.com\" target=\"_blank\" rel=\"noopener\">Netflix<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/ginabalestrieri\/\" target=\"_blank\" rel=\"noopener\">Gina Igwe<\/a>,\u00a0 Sr. Director, CRM at <a href=\"https:\/\/www.doordash.com\/en-US\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/alexandramfarrar\/\" target=\"_blank\" rel=\"noopener\">Alexandra Farrar<\/a>, Retention Marketing Manager at <a href=\"http:\/\/cars.com\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/imeldaskinder\/\" target=\"_blank\" rel=\"noopener\">Imelda Skinder<\/a>, Listener Lifecycle Manager at <a href=\"https:\/\/www.stitcher.com\/\" target=\"_blank\" rel=\"noopener\">Stitcher<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/indi-pollard-4649b0ba\/\" target=\"_blank\" rel=\"noopener\">Indi Pollard<\/a>, Email Marketing Lead at <a href=\"https:\/\/www.blockchain.com\/\">Blockchain<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/guilhaum\/\">Guilhaum Ceccaldi<\/a>, Head of Growth at <a href=\"https:\/\/prose.com\/?gclid=Cj0KCQiAhP2BBhDdARIsAJEzXlGt1tUQgWKSoOErHWNZaqVufNmX78iiIP9PButzaOsECIrwrVSJ1YgaAvL9EALw_wcB\" target=\"_blank\" rel=\"noopener\">Prose<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/boris-savoie-doyer\/\" target=\"_blank\" rel=\"noopener\">Boris Savoie-Doyer<\/a>, Head of CRM at <a href=\"https:\/\/iterable.com\/customers\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/orianawen\/\" target=\"_blank\" rel=\"noopener\">Oriana Wen<\/a>, Director of Data and Innovation at <a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle Coffee<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/bbalfour\/\" target=\"_blank\" rel=\"noopener\">Brian Balfour<\/a>, Founder and CEO of <a href=\"https:\/\/www.reforge.com\/\" target=\"_blank\" rel=\"noopener\">Reforge<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/adamknight1\/\" target=\"_blank\" rel=\"noopener\">Adam Knight<\/a>, Director of Engagement at <a href=\"https:\/\/iterable.com\/customers\/zoopla\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a><\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/chrisfrost\/\" target=\"_blank\" rel=\"noopener\">Chris Frost<\/a>, Senior Product Manager at <a href=\"https:\/\/iterable.com\/customers\/zoopla\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a><\/li>\r\n<\/ul>\r\n<p>No matter where you are in the world, you can join our community of dreamers, builders and makers at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\">Activate<\/a>. We'll be updating the agenda and adding more speakers as we get closer to the event. Stay up-to-date and in-the-know on everything Activate\u2014by <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-sara\" target=\"_blank\" rel=\"noopener\">registering for free today<\/a>.<\/p>","post_title":"Sara Varni, CMO of Twilio, to Speak at Activate Live","post_excerpt":"In her keynote address, Sara Varni, CMO of Twilio, will share how you can achieve human-centric customer experiences with cutting-edge technology.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sara-varni-twilio-activate-live","to_ping":"","pinged":"","post_modified":"2021-03-04 08:24:17","post_modified_gmt":"2021-03-04 16:24:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12663","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 03, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Varni_Launch_768x512-1.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Sara Varni, CMO of Twilio\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Varni_Launch_768x512-1.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Varni_Launch_768x512-1-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/Varni_Launch_768x512-1-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sara-varni-twilio-activate-live\/"},{"ID":12608,"post_author":"7","post_date":"2021-03-02 08:19:42","post_date_gmt":"2021-03-02 16:19:42","post_content":"<p>March is Women\u2019s History Month. It\u2019s also home to International Women\u2019s Day (IWD). As such, March gives marketers an opportunity for impact\u2014to magnify the accomplishments of women and work to end gender discrimination, bias and inequities.<\/p>\r\n<p>But before we jump into email marketing examples, it\u2019s critical to understand how Women\u2019s History Month and International Women\u2019s Day align and diverge.<\/p>\r\n<p>While both holidays recognize women, <a href=\"https:\/\/www.internationalwomensday.com\/\" target=\"_blank\" rel=\"noopener\">International Women's Day<\/a> on March 8 is a celebration of women's cultural, political and social achievements around the world and highlights the continuing challenges and roadblocks that hinder gender equity and justice.<\/p>\r\n<p><a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a> also recognizes that women, especially women of color, have been excluded or written out of history. Women\u2019s History Month is all about educational programs and empowerment to correct the record while also celebrating progress and achievement.<\/p>\r\n<p>Here\u2019s some history:<\/p>\r\n<ul>\r\n\t<li>International Women's Day is rooted in a <a href=\"https:\/\/www.oprahmag.com\/life\/a26294031\/womens-history-month\/\" target=\"_blank\" rel=\"noopener\">1908 protest march<\/a> in New York City organized by women workers seeking better jobs, pay and working conditions and was first celebrated as National Women\u2019s Day in 1909.<\/li>\r\n\t<li>The event became an international movement at the International Women\u2019s Conference in Copenhagen in 1910 and later proclaimed a holiday by European countries, including Russia, the first major European country to grant women the vote.<\/li>\r\n\t<li>Women's History Month began in 1978 as Women's History Week, part of a school curriculum project inspired by International Women\u2019s Day.<\/li>\r\n\t<li>Support for the movement led to creating National Women's History Week in 1980 under President Jimmy Carter and National Women's History Month in 1987.<\/li>\r\n<\/ul>\r\n<h3>Focus Your Campaigns on Women<\/h3>\r\n<p>Focusing your email marketing campaign on themes of equality, equity, education and empowerment this season will contribute directly to the causes, while helping your brand connect with customers in a meaningful way.<\/p>\r\n<p>Customers want brands to <a href=\"https:\/\/www.marketingdive.com\/news\/kantar-consumers-want-brands-to-take-stance-on-social-issues-but-demograp\/579618\/\" target=\"_blank\" rel=\"noopener\">take public stands on social issues<\/a> and will <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">ally with brands whose values they share<\/a>.<\/p>\r\n<p>Here are three nuanced, but connected approaches you can take your marketing messaging this March that will make an impact and leave an impression.<\/p>\r\n<h4>1. Honor women customers<\/h4>\r\n<p>Women still control <a href=\"https:\/\/www.catalyst.org\/research\/buying-power\/\" target=\"_blank\" rel=\"noopener\">the majority of household spending and do 89% of the daily shopping<\/a>. And, while women aren\u2019t the only ones who have suffered stress and burnout during the pandemic, studies like McKinsey\u2019s <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/women-in-the-workplace#\" target=\"_blank\" rel=\"noopener\">Women in the Workplace 2020<\/a> suggest that women have shouldered a greater share of the household and childcare burden. Thanking them for supporting the brand lets them know you appreciate them.<\/p>\r\n<h4>2. Spotlight women employees<\/h4>\r\n<p>A growing number of brands feature pictures, stories and quotes from women employees across the organization, not just those in customer-facing roles.<\/p>\r\n<h4>3. Highlight company efforts to support women's initiatives<\/h4>\r\n<p>An IWD or Women's History Month campaign can build brand equity by showing how your company addresses gender equity,\u00a0 supports its women employees and contributes to local and national efforts.<\/p>\r\n<h3>3 Tips to Create a Meaningful Campaign for Women's History Month<\/h3>\r\n<p>Now that you have the direction, you\u2019ll need guidance. Here are some handy tips to create a compelling cause-driven campaign:\u00a0<\/p>\r\n<h4>1. Don\u2019t mix your messages<\/h4>\r\n<p>It takes more than a \"Happy International Women's Day\" banner on a standard promotional email to position your brand as an empowering ally. Be mindful of the copy you use to promote sales and products. Be especially intentional with your subject lines, headers and calls to action.\u00a0<\/p>\r\n<h4>2. Make women the focus of your campaign, not your business<\/h4>\r\n<p>If your company has an authentic message, success story or cause-driven campaign to share, be sure to share it through the eyes of the women who benefit from your message, or the woman who is sharing the story. That's who your customers really care about.<\/p>\r\n<h4>3. Drive long-term change with your messaging<\/h4>\r\n<p>Have we made progress since women marched for workers' rights back in 1908? Of course. But we still have a long way to go. Last year, the World Economic Forum's <a href=\"http:\/\/www3.weforum.org\/docs\/WEF_GGGR_2020.pdf\" target=\"_blank\" rel=\"noopener\">Global Gender Gap Report for 2020<\/a> predicted that gender parity is at least another 100 years away.\u00a0<\/p>\r\n<p>Combine this disappointing data-point with the recent news that the COVID-19 pandemic could set progress for women back at least five years: <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/women-in-the-workplace\" target=\"_blank\" rel=\"noopener\">Women lost disproportionately more jobs<\/a> and, as we mentioned above, shouldered even more of the household burden.<\/p>\r\n<p>This means that we have to push harder for change, and the campaigns your email marketing team creates for International Women's Day and Women\u2019s History Month can play a pivotal role in that progress.<\/p>\r\n<h3>Examples of Great Email Campaigns<\/h3>\r\n<p>Our review of International Women's Day and Women's History Month emails showed us that marketing teams are becoming more mindful about the messages they're sending out for these campaigns. These examples show how you can create a meaningful message.<\/p>\r\n<h4>Verishop<\/h4>\r\n<p>Verishop is one of the few brands to do a concerted campaign series for Women's History Month. The message below shows how to create a brand message that tells its story from the woman's perspective using her own words.<\/p>\r\n\r\n[caption id=\"attachment_12626\" align=\"alignnone\" width=\"288\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/394c7e69-6bd5-32d9-2539-8ef2ebe394c5\"><img class=\"wp-image-12626 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-1-Verishop.png\" alt=\"Verishop - Female Founded Email\" width=\"288\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/394c7e69-6bd5-32d9-2539-8ef2ebe394c5\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>By limiting promotional messages to just the calls to action, this email keeps the focus on the inspirational content but subtly encourages readers to click to the website to check out McNamara\u2019s products.\u00a0<\/p>\r\n<h4>Brooklinen<\/h4>\r\n<p>Brooklinen puts its cause\u2014supporting women in technology\u2014front and center in its International Women's Day Campaign. It highlights the initiative, promotes its fundraiser while explaining where it will spend the proceeds, and shines a spotlight on an employee (from the email team! Yeah!).\u00a0<\/p>\r\n\r\n[caption id=\"attachment_12630\" align=\"alignnone\" width=\"244\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/7298925a-9158-4f22-76c0-c8d85b893554\"><img class=\"size-full wp-image-12630\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-2-Brooklinen.png\" alt=\"Brooklinen - Taking CTRL Email\" width=\"244\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/7298925a-9158-4f22-76c0-c8d85b893554\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>You can't see it in this image, but Brooklinen uses the email preheader to state its commitment to support its predominantly women workforce: \"We're empowering and celebrating women today, and everyday.\"<\/p>\r\n<h4>MeUndies<\/h4>\r\n<p>MeUndies' vibrant message caught our eye because it didn't stoop to cutesy or trendy identifiers like \"girlboss,\" \"girl power\" or \"she-ro.\" Its size-inclusive models reinforce the company's message that there's no longer a single standard for acceptable images.<\/p>\r\n\r\n[caption id=\"attachment_12634\" align=\"alignnone\" width=\"346\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/e9b0d57a-7ff6-cf45-8688-8a785c010a64\"><img class=\"size-full wp-image-12634\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-3-MeUndies.png\" alt=\"MeUndies - International Women's Day Email\" width=\"346\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/e9b0d57a-7ff6-cf45-8688-8a785c010a64\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>MeUndies' email is a great example of \"appointment email.\" It tells the reader to expect more emails like it, which can lead interested customers to start watching the inbox for the next message in the series\u2014a great way to help the email stand out!<\/p>\r\n<h4>Zenni Optical<\/h4>\r\n<p>If you want to connect with your customers and show how your company supports them, make them the star of your email. This customer-first approach combines an inspirational message with a reason to move customers to the website to browse around.<\/p>\r\n\r\n[caption id=\"attachment_12638\" align=\"alignnone\" width=\"222\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/fb1f1f44-b877-cd47-357f-84a0dda3f07e\"><img class=\"size-full wp-image-12638\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-4-Zenni-Optical.png\" alt=\"Zenni Optical - International Women's Day Email\" width=\"222\" height=\"1296\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/fb1f1f44-b877-cd47-357f-84a0dda3f07e\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Zenni's email keeps the focus on the customer, but the message design moves the eye right down to the bottom of the email to the company values statement.<\/p>\r\n<h4>The Citizenry<\/h4>\r\n<p>This home d\u00e9cor brand incorporates a cross-cultural theme in its brand identity. So, presenting an animated series of images of the women who make its products is a meaningful and on-brand message.<\/p>\r\n\r\n[caption id=\"attachment_12642\" align=\"alignnone\" width=\"442\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/942c579f-ce0d-2697-9845-7f92cf9d74df\"><img class=\"size-full wp-image-12642\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-5.-The-Citizenry.png\" alt=\"The Citizenry - International Women's Day Email\" width=\"442\" height=\"858\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/942c579f-ce0d-2697-9845-7f92cf9d74df\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>The subject line\u2014\"Meet the 971 ladies of The Citizenry.\"\u2014hints at what's inside the message, but the preheader spills the beans: \"The Citizenry Meet the makers.\"<\/p>\r\n<h4>FabFitFun<\/h4>\r\n<p>FabFitFun's email creative is a timely reminder that an effective women-focused message should incorporate your other inclusive values, like the hero image showing different skin tones and an animated series of GIFs featuring women of different ethnic backgrounds.<\/p>\r\n\r\n[caption id=\"attachment_12646\" align=\"alignnone\" width=\"496\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/c3690de0-38f2-81d8-74ec-db337c9649ab\"><img class=\"size-full wp-image-12646\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/WHM-6-FabFitFun.png\" alt=\"FabFitFun - Together We Thrive email during Women's History Month\" width=\"496\" height=\"1260\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/c3690de0-38f2-81d8-74ec-db337c9649ab\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>FabFitFun's message is more promotional than other examples, but it's also a good example of a message in which all the elements reinforce the International Women's Day theme, right down to the \"Women's Empowerment Filter\" and the \"Thrive\" promo code.<\/p>\r\n<h3>Before You Plan Your Women's History Month Campaign<\/h3>\r\n<p>Your starting point for planning a campaign starts from within. Use the advice we shared for a cause-driven marketing campaign during <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a> as a foundation for your mission-centric marketing education.<\/p>\r\n<p>Think of these campaigns as alliances with the cause instead of an event to co-opt for a one-off campaign. Your company's track record for closing pay and leadership gaps, meeting women workers' unique needs, rejecting harassment and discrimination, and supporting charities that benefit girls and women comes into play.<\/p>\r\n<p>But what do you do if your company\u2019s support of women falls short of customer expectations? You'll need to focus on incorporating content that honors women but also avoids <a href=\"https:\/\/forge.medium.com\/performative-allyship-is-deadly-c900645d9f1f\" target=\"_blank\" rel=\"noopener\">performative allyship<\/a>, or espousing values to look good in public without backing them up in private. Keep in mind that progress is gradual. This is a good starting point for your brand.<\/p>\r\n<p>These resources can help you understand more about International Women's Day and Women's History Month:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.internationalwomensday.com\/\" target=\"_blank\" rel=\"noopener\">International Women's Day<\/a><\/li>\r\n\t<li><a href=\"https:\/\/womenshistorymonth.gov\/\" target=\"_blank\" rel=\"noopener\">Women's History Month<\/a><\/li>\r\n\t<li><a href=\"https:\/\/nationalwomenshistoryalliance.org\/\" target=\"_blank\" rel=\"noopener\">National Women's History Alliance<\/a><\/li>\r\n\t<li><a href=\"https:\/\/edsitement.neh.gov\/teachers-guides\/womens-history-united-states\" target=\"_blank\" rel=\"noopener\">EdSITEment (National Endowment for the Humanities)<\/a><\/li>\r\n<\/ul>\r\n<h3>Ready to Dive in? It\u2019s OK to Smart Small\u00a0<\/h3>\r\n<p>Begin with an International Women\u2019s Day campaign, maybe one that follows an example from the emails we suggested above. From there your company can work internally to support women in their workplace, and you can start to focus on expanding your initial email investment.<\/p>\r\n<p>After a little time, perhaps you can grow to embrace and deploy a multi-email campaign that highlights your successes or focuses on issues relevant to women.<\/p>","post_title":"Women's History Month: Creating a Meaningful Email Campaign","post_excerpt":"Before we jump into email marketing examples, it\u2019s critical to understand how Women\u2019s History Month and International Women\u2019s Day align and diverge.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"womens-history-month-email-campaign","to_ping":"","pinged":"","post_modified":"2021-04-15 22:27:45","post_modified_gmt":"2021-04-16 05:27:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12608","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 02, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dbm-foundation","blog-post"],"term_names":["DBM Campaign","DBM Foundation","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stock photo of Asian woman smiling while holding phone to celebrate Women&#039;s History Month and International Women&#039;s Day\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/030221_Womens-History-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/"},{"ID":12610,"post_author":"74","post_date":"2021-03-02 06:57:47","post_date_gmt":"2021-03-02 14:57:47","post_content":"<p>Integrating the perfect MarTech stack can often seem quite daunting with onboarding new technology, internal teams and big dreams, not to mention RFPs.<br \/>\r\n<br \/>\r\nBut listen - you\u2019ve made the first step acknowledging that you want to build a memorable customer experience and that\u2019s the hardest part - go you!<br \/>\r\n<br \/>\r\nHere at Iterable, we love shining a light on our dreamers, builders and makers behind the world\u2019s best customer experiences. Join our upcoming fireside chat with <a href=\"https:\/\/kahoot.com\/\"><strong>Kahoot!<\/strong><\/a> and <strong><a href=\"https:\/\/www.consultmyapp.com\/\">ConsultMyApp<\/a><\/strong> where we\u2019ll dive into what\u2019s important when integrating your MarTech stack.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Top 5 considerations when integrating your MarTech Stack<\/li>\r\n\t<li>Benefits of building a memorable customer experience<\/li>\r\n\t<li>How to set yourself up for success<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"5 Truths Kahoot! Learned While Integrating Their MarTech Stack","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-truths-kahoot-learned-while-integrating-their-martech-stack","to_ping":"","pinged":"","post_modified":"2021-04-15 22:24:48","post_modified_gmt":"2021-04-16 05:24:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12610","menu_order":15,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 02, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8562,"name":"Builders","slug":"builders","term_group":0,"term_taxonomy_id":8562,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":8563,"name":"Makers","slug":"makers","term_group":0,"term_taxonomy_id":8563,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","builders","makers","webinar"],"term_names":["DBM Campaign","Builders","Makers","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/03\/ITE_5-Truths-Kahoot-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/5-truths-kahoot-learned-while-integrating-their-martech-stack\/"},{"ID":12491,"post_author":"35","post_date":"2021-02-25 08:34:39","post_date_gmt":"2021-02-25 16:34:39","post_content":"<p>You are currently reading a post written by an ISFP, according to <a href=\"https:\/\/www.myersbriggs.org\/my-mbti-personality-type\/mbti-basics\/\" target=\"_blank\" rel=\"noopener\">Myers-Briggs<\/a>. I am a Type 6 Loyalist by <a href=\"https:\/\/www.enneagraminstitute.com\/type-descriptions\" target=\"_blank\" rel=\"noopener\">Enneagram\u2019s standards<\/a>. I am a <a href=\"https:\/\/www.astrology-zodiac-signs.com\/\" target=\"_blank\" rel=\"noopener\">Taurus<\/a>. And when taking our <a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\">latest quiz<\/a> to find out if you\u2019re a Dreamer, Builder, or Maker, I am a Maker.<\/p>\r\n<p>Am I defined by these distinctions? No, but it\u2019s fun and can be helpful when collaborating with new\u2014or even old\u2014team members.<\/p>\r\n<p>After all, what is marketing, if not a whole team effort? You may wear multiple hats, but ultimately some collaboration is needed to make the best customer experience for the recipients of your marketing strategies.<\/p>\r\n<h3>Are You a Dreamer, Builder, or Maker?<\/h3>\r\n<p>If you\u2019re familiar with Iterable, or <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>, you\u2019ve no doubt seen our discussions on the <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>. It\u2019s one of the biggest drivers of <a href=\"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\">competitive advantage<\/a> between brands today.<\/p>\r\n<p>It\u2019s vital, unavoidable and human. And it\u2019s executed by people behind the scenes\u2014teams of Dreamers, Builders and Makers creating memorable customer experiences.<\/p>\r\n<p>The team aspect is exactly why we created this quiz. While yes, it is fun to know which archetype fits you best, it\u2019s also helpful to know the archetypes of your colleagues and see how you all can work together to successfully connect with your audience.<\/p>\r\n<ul>\r\n\t<li><strong>Dreamers<\/strong> think big and love a good brainstorming session. These are the visionaries with an eye on the future, always looking for growth opportunities for their teams and the business at large.<\/li>\r\n\t<li><strong>Builders<\/strong> develop the foundation upon which everything is possible. They are problem solvers who mitigate future issues and empower those around them to succeed.<\/li>\r\n\t<li><strong>Makers<\/strong> are creators and storytellers at their core. They collect insights from multiple sources and foster connections with audiences.<\/li>\r\n<\/ul>\r\n<h3>A Community for a Better Customer Experience\u00a0<\/h3>\r\n<p>Each of these archetypes plays a crucial role in the customer experience. From thinking strategically to focusing on data and personalization, a team full of Dreamers, Builders and Makers sets a brand up for a customer experience that bridges the gap between brand and consumer, forging a deeper connection with the user.<\/p>\r\n<p>To foster that human connection, Activate Live this year is focused on anyone involved in the customer experience. Consumer expectations are sky-high, acting as a unified challenge for brands to step up their game and individualize the experience at scale.<\/p>\r\n<p>But a few things often get ignored in this challenge. Firstly, there is no separation between consumers and marketers. Marketers in their own rights are consumers, so the customer experience should reflect this fact in its ability to connect people.<\/p>\r\n<p>Secondly, you\u2019re not alone. Brands all over the world are facing similar challenges\u2014no matter the industry or size. Activate Live is about creating a community for the Dreamers, Builders and Makers to come together, share ideas and take action together to improve the collective customer experience.<\/p>\r\n<p>We encourage you to <a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\">take the quiz<\/a> and discover your archetype, and then <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">register for Activate Live\u2014it's free<\/a>. The content of the conference is tailored to Dreamers, Builders and Makers, which will help you find like-minded professionals from companies around the globe.<\/p>\r\n<p>Together you can exchange insights, creative ideas and storytelling tactics to bring back to your teams.\u00a0<\/p>\r\n<p>Who knows, you might even learn a little about yourself in the process!\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-12554\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/ITE_DBM-Quiz_CTA-Banner.png\" alt=\"\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Dreamer, Builder, Maker: What Type of Marketer Are You?","post_excerpt":"The best customer experiences are created by teams. Find out whether you're a Dreamer, Builder, or Maker by taking this quiz. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dreamer-builder-maker-what-type-of-marketer-are-you","to_ping":"","pinged":"","post_modified":"2021-04-15 22:26:26","post_modified_gmt":"2021-04-16 05:26:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12491","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 25, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dbm-foundation","blog-post"],"term_names":["DBM Campaign","DBM Foundation","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dreamers, Builders, Makers\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/022621_What-Kind-of-Marketer-Are-You_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dreamer-builder-maker-what-type-of-marketer-are-you\/"},{"ID":12518,"post_author":"7","post_date":"2021-02-24 08:55:07","post_date_gmt":"2021-02-24 16:55:07","post_content":"<p>The martech community is flooded with a lot of noise: With thousands of companies pushing similar messaging and selling \u201cthe best\u201d marketing solutions, it\u2019s hard to know which suits your business\u2019s particular needs.<\/p>\r\n<p>In our latest installment of \u201cAsk an Iterator,\u201d we ask Leon Grant, Enterprise Account Executive here at Iterable, to demystify the process and help navigate your brand through the noise.<\/p>\r\n<h3>Ask an Iterator: Leon Grant<\/h3>\r\n<p>Leon was Iterable\u2019s first Account Executive in the London office, which <a href=\"https:\/\/markets.businessinsider.com\/news\/stocks\/iterable-takes-first-step-to-expand-international-operations-with-london-office-1028571574\" target=\"_blank\" rel=\"noopener\">opened officially in 2019<\/a>. While his primary responsibility is growing Iterable\u2019s business territory in EMEA, Leon mentors others in his professional network and is a husband with two children under four years old.<\/p>\r\n<p>At Iterable, Leon is also an active member of the <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Black at It<\/a> affinity group, which was created as a space for community, discussion and empowerment for Black employees at Iterable.<\/p>\r\n<p>After completing his BSc (Hons) from the University of Nottingham, Leon jumped right into the marketing world. Now he has more than 12 years of experience in sales and marketing under his belt, having worked for key players in the tech industry, like Microsoft, Salesforce and Norwegian scale-up, Gelato.<\/p>\r\n<p>Leon is here to share his experience in sales and partnerships, and to celebrate Black History Month by providing insights and guidance on how brands can effectively champion diversity and inclusivity, and make an impact on the industry at large.<\/p>\r\n<p>Let\u2019s get into it!<\/p>\r\n<h4>Tell us a little more about your work.<\/h4>\r\n<p>As an Enterprise Account Executive or AE, I am responsible for growing our business, by recruiting new business. The key for me to do my job well is to really understand the macro and micro goals of the organisations that I\u2019m speaking with.\u00a0<\/p>\r\n<p>Once I can fully wrap my mind around their goals, I can then ask important questions about the roadblocks that are getting in the way of reaching their full potential. Many of the issues I identify with the client have to do with a \u201chow-to,\u201d like, <a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener\">\u201chow-to\u201d grow their audience<\/a> and scale effectively and efficiently.<\/p>\r\n<p>This process allows me to share appropriate opinions, recommend accurate tools and provide helpful documentation to add value to them. I want all of our customers to be successful. I know I\u2019m doing my job right when they have had a memorable experience.<\/p>\r\n<h4>What is the most common question you get asked on the job?<\/h4>\r\n<p>The martech marketplace is crowded with a lot of noise, and companies have similar messages. As a brand, it\u2019s hard to decide who to partner with when you\u2019re pitched the same thing over and over again. So understandably, the most common question I\u2019m asked now is, \u201cWhat makes Iterable different?\u201d\u00a0<\/p>\r\n<p>Of course, I have the freedom to go in a few directions when I respond, but I typically turn to the two themes that I believe make our work stand out (I mean, they were pivotal to my choosing Iterable): culture and tech.<\/p>\r\n<p>In culture: Our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">four company values<\/a>\u2014trust, humility, balance, and maintaining a growth mindset\u2014guide us as we grow. They inform everything we do, so our partners are rest assured that transparency, ethics, performance and empathy are always prioritized.<\/p>\r\n<p>That\u2019s something that, as a brand, you don\u2019t usually find out until further down the line. It makes me feel confident in my work, and the experience I\u2019m providing when I can point to our core principles as key differentiators.<\/p>\r\n<p>In tech: Think about this for a minute. Let\u2019s say you keep your customer data in Salesforce, and use another platform to nurture leads, and use Sprout Social to manage your social media marketing efforts. You probably have Google Analytics set up on your website and on and on and on.\u00a0<\/p>\r\n<p>Each platform was built with the idea that their insights and data are the most important. Therefore, you end up wasting a lot of time bouncing from report to report in each platform in order to try and piece together the whole story. The odds are pretty high that you\u2019re missing critical pieces of the story.<\/p>\r\n<p><strong>That piece is likely the difference between a good and a great customer experience.\u00a0<\/strong><\/p>\r\n<p>With Iterable, you do not have to look for your data or hope you have all the pieces together to create a cohesive customer experience. Our customers can leverage all of the data they have. Ultimately, they can do more clever stuff, faster.<\/p>\r\n<p>Data flexibility is a unique differentiator. It\u2019s what powers unified customer experiences and enables you to leverage all your data and engage customers with messages they love, on channels they prefer.<\/p>\r\n<h4>What\u2019s next for brands?<\/h4>\r\n<p>2020 was a hard year for everyone\u2014especially brands. From the COVID-19 pandemic to social justice issues like the Black Lives Matter movement and the 2020 U.S. election cycle, consumers had a lot to digest. At the top of their list? How brands responded to these issues and <a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">built brand trust<\/a>.<\/p>\r\n<p>While building brand trust seems like an uphill battle, I think it\u2019s pretty simple: Stand for something. Customers shop with brands they connect with emotionally, so sending out messaging that resonates with their base is really critical.<\/p>\r\n<p>What does this mean in action? If your customer base is mostly Black women, then you should communicate your stance on reproductive rights and send out supportive messages during <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">Black History Month<\/a>. If your customer base is made up of parents, communicate how your company provides competitive parental leave or <a href=\"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/\" target=\"_blank\" rel=\"noopener\">share work-life balance tips<\/a> during this difficult time.<\/p>\r\n<p>The point is\u2014be authentic in your messaging. Take a stand on issues that matter to your audience. And be open-minded and ready to learn. That\u2019s how you will reach customers.<\/p>\r\n<h4>How can brands get smarter about their marketing?<\/h4>\r\n<p>It was really cool to see all of these companies turn to cause-driven marketing and social activism to connect with customers last year. And now customers are talking about how they can augment their efforts in 2021.<\/p>\r\n<p>I think the most effective way to level up their authentic selves this year is to get smart with their tech. Or, in other words, get \u201csmart\u201d tech.<\/p>\r\n<p>Last year, our product team set out to build easy yet powerful AI tools that complement today\u2019s marketers. The goal was to create an intuitive AI solution to empower marketers to deliver more meaningful experiences to customers\u2014all without replacing the authenticity and empathy in their messaging.<\/p>\r\n<p>With the focus that brands will have in 2021 on building brand trust and authentic experiences for customers, <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a> is really a no-brainer for our customers this year. My accounts are really ecstatic to try it out. They\u2019re excited to finally understand how customers feel about their brand, in real time and across channels.<\/p>\r\n<p>Who wouldn\u2019t want to use a tool that helps marketing teams develop intelligent and informed strategies?<\/p>\r\n<h4>It is no secret that the tech industry has had a long-standing <a href=\"https:\/\/www.wired.com\/story\/five-years-tech-diversity-reports-little-progress\/\" target=\"_blank\" rel=\"noopener\">diversity and inclusion problem<\/a>. From your perspective, what do you think the wider tech community could be doing to increase diversity in the workplace?<\/h4>\r\n<p>I think it all starts with education. STEM ambassadors here in the U.K. play a vital role in opening the possibilities and options of careers to children of school age. I strongly believe that those working in tech have a responsibility to share their experiences and encourage the next generation.<\/p>\r\n<h4>You mentioned that culture was a primary driver of you joining us, so how would you describe Iterable?<\/h4>\r\n<p>There are three words I would use to describe Iterable: supportive, inclusive and creative.<\/p>\r\n<p>Supportive, because our entire company lives by our four core values, one of which is Balance. Of course, we have formal measures in place to cement this value in our culture\u2014like our monthly Balance Days, flexible time off and sabbatical leaves.<\/p>\r\n<p>But the support is more ingrained, and I really feel that everyone around me cares about my health, happiness, personal and professional growth. It\u2019s a great feeling.<\/p>\r\n<p>Inclusivity is, of course, hard to pinpoint, but I think our Iterable Affinity Groups are indicative of this trait. Affinity Groups are created and run by employees who share a common community or identity, and they play a vital role in ensuring an inclusive environment where all are valued and empowered to succeed.<\/p>\r\n<p>I\u2019m a proud member of Black at It, an Affinity Group with a powerful mission\u2014to promote an inclusive environment through community, events and discussions that create cultural awareness and uplift Black employees at Iterable.<\/p>\r\n<p>The group has allowed me to connect with people in the company that I wouldn't in my usual day-to-day job. The best part is the education. I leave each session more informed than the last, and that is what we need for a progressive society. We have a ton of fun\u2014from debates on Black hair to guest speaking engagements, our group is helping spread education and inclusivity, and have fun doing it!<\/p>\r\n<p>As for the creative, all you have to do is join this year\u2019s <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>. It\u2019s a virtual event, available to everyone around the world, and really drives home a message: the best customer experiences are facilitated by the best products and enabled by the best people. You\u2019ll find all of that here at Iterable.<\/p>\r\n<h3>Take the Next Step With Iterable<\/h3>\r\n<p>Your customers have high expectations for your brand. They want to feel connected, respected and valued. To accomplish this, you must build an unforgettable customer experience\u2014one that\u2019s cross-channel, cohesive and personal.<\/p>\r\n<p>Take a step closer to your customers this year and <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> with our team! You\u2019ll be connected with a member of our team who, like Leon, is passionate about progress and personalization.\u00a0<\/p>","post_title":"Ask an Iterator: Leon Grant on the Power of Experience","post_excerpt":"In our latest installment of \u201cAsk an Iterator,\u201d Leon Grant, Enterprise Account Executive at Iterable, helps navigate your brand through the noise.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-leon-grant-power-experience","to_ping":"","pinged":"","post_modified":"2021-02-24 08:55:07","post_modified_gmt":"2021-02-24 16:55:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12518","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 24, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021921_Leon-Grant-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Leon Grant, Executive\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021921_Leon-Grant-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021921_Leon-Grant-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021921_Leon-Grant-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-leon-grant-power-experience\/"},{"ID":12381,"post_author":"74","post_date":"2021-02-22 02:54:55","post_date_gmt":"2021-02-22 10:54:55","post_content":"<p>Oftentimes the thought of revamping your MarTech stack might seem daunting and you might not know where to start! With so many platform options, technical requirements and budget considerations the process can seem overwhelming... but fear not, our experts are on hand to help! Join our webinar on Vendor Selection for CRM Tools with a fireside chat featuring marketing experts from Pandora, Holistic Email Marketing, and Iterable, as we discuss how to start your vendor selection journey, and build out your customer experience requirements.<\/p>\r\n<p><br \/>\r\n<strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Key considerations when building your MarTech Stack<\/li>\r\n\t<li>The pros and cons of running an RFP<\/li>\r\n\t<li>The role data plays within your customer experience<\/li>\r\n<\/ul>","post_title":"Vendor Selection for CRM Tools","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vendor-selection-for-crm-tools","to_ping":"","pinged":"","post_modified":"2021-04-15 22:27:04","post_modified_gmt":"2021-04-16 05:27:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12381","menu_order":14,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 22, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8562,"name":"Builders","slug":"builders","term_group":0,"term_taxonomy_id":8562,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":8563,"name":"Makers","slug":"makers","term_group":0,"term_taxonomy_id":8563,"taxonomy":"resource_type","description":"","parent":8523,"count":2,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","builders","makers","webinar"],"term_names":["DBM Campaign","Builders","Makers","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/vendor-selection-for-crm-tools\/"},{"ID":12375,"post_author":"71","post_date":"2021-02-18 15:02:24","post_date_gmt":"2021-02-18 23:02:24","post_content":"<p>For every dollar of capital raised, start-ups founded by women generated $0.78 while male-founded start-ups generated just $0.31, according to CNBC. Yet, female-founded brands account for just 2.2% of overall venture capital funding (Forbes).<\/p>\r\n<p>Join us for a fireside chat with Iterable customers: Lindsey Andrews, CEO &amp; Co-Founder at Minibar Delivery and Jie Charles, VP, DTC at LOLA to hear how they\u2019re driving unprecedented growth and proving the disruptive power of female-founded brands.<\/p>\r\n<p><strong>Moderated by Co-Founder of Iterable\u2019s Women\u2019s Network, Tasmin Singh, this session will cover:<\/strong><\/p>\r\n<ul>\r\n\t<li>How these female-founded DTC brands are championing growth<\/li>\r\n\t<li>What it takes to build a loyal audience\u2014and increase their lifetime value<\/li>\r\n\t<li>The unique challenges and opportunities of women-led organizations<\/li>\r\n<\/ul>","post_title":"Female-Founded: How LOLA and Minibar Delivery Disrupted Their Categories and Built Loyal Audiences","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"female-founded-brands","to_ping":"","pinged":"","post_modified":"2021-04-15 22:24:02","post_modified_gmt":"2021-04-16 05:24:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12375","menu_order":17,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 18, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8564,"name":"DBM Foundation","slug":"dbm-foundation","term_group":0,"term_taxonomy_id":8564,"taxonomy":"resource_type","description":"","parent":8523,"count":6,"filter":"raw","term_order":"0"},{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["dbm-campaign","dbm-foundation","webinar"],"term_names":["DBM Campaign","DBM Foundation","Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/female-founded-brands\/"},{"ID":12323,"post_author":"35","post_date":"2021-02-18 09:52:31","post_date_gmt":"2021-02-18 17:52:31","post_content":"<p>Experiences are tied to <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">memories<\/a>. Good or bad, you remember how an experience makes you feel. For the customer experience, this memory can make or break the customer\u2019s decision whether to interact with your brand again.\u00a0<\/p>\r\n<p>With lifestyles being forced to adapt in the face of COVID-19, themes of <a href=\"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/\" target=\"_blank\" rel=\"noopener\">trust<\/a> and <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> became prominent drivers in the marketing world. Consumer expectations shifted and were raised. Brands are now expected to create a conversation with customers, treating them more as a person than the next transaction.\u00a0<\/p>\r\n<p>As we move forward into 2021, it\u2019s important to take stock of how influential a memorable customer experience truly is. And so, we\u2019ve curated 18 key stats that show you just that.<\/p>\r\n<p>Take a look and let us know your favorite one on social!<\/p>\r\n<h3>Key Customer Experience Stats<\/h3>\r\n<h4>Great Experiences Are Required<\/h4>\r\n<ul>\r\n\t<li>Brands with better customer experience see 5.7 times more revenue than competitors with weaker customer experience (Source: <a href=\"https:\/\/www.retailcustomerexperience.com\/blogs\/why-personalization-is-key-for-retail-customer-experiences\/\" target=\"_blank\" rel=\"noopener\">Retail Customer Experience<\/a>)<\/li>\r\n\t<li>Customers cite feeling underappreciated as their top reason for switching brands (Source: <a href=\"https:\/\/www.vonage.com\/resources\/publications\/global-customer-engagement-report-2020\/\" target=\"_blank\" rel=\"noopener\">Vonage<\/a>)<\/li>\r\n\t<li>Two-thirds of companies compete on customer experience, up from 36% in 2010 (Source: <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/key-findings-from-the-gartner-customer-experience-survey\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/li>\r\n\t<li>71% of consumers find impersonal experiences frustrating (Source: <a href=\"http:\/\/grow.segment.com\/Segment-2017-Personalization-Report.pdf\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n\t<li>A good experience is a key influencer of brand loyalties for 73% of consumers (Source: <a href=\"https:\/\/www.pwc.com\/future-of-cx\" target=\"_blank\" rel=\"noopener\">PwC<\/a>)<\/li>\r\n\t<li>After receiving a personalized experience, almost half (49%) of buyers have made impulse purchases (Source: <a href=\"https:\/\/www.globenewswire.com\/news-release\/2017\/10\/25\/1300518\/0\/en\/Segment-Survey-Finds-Consumers-Will-Spend-More-When-Their-Shopping-Experience-is-Personalized-but-Most-Retailers-are-Missing-the-Mark.html\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n<\/ul>\r\n<h4>It Starts With Empathy<\/h4>\r\n<ul>\r\n\t<li>In 2020, 24% of marketers reported more empathy-driven customer communications, while 25% reported more crisis-driven communications (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>71% of customers prefer buying from brands who share the same values (Source: <a href=\"https:\/\/www.5wpr.com\/new\/research\/5wpr-2020-consumer-culture-report\/\" target=\"_blank\" rel=\"noopener\">5W PR<\/a>)<\/li>\r\n\t<li>Only 17% of brands did not make a public statement about social or political issues in 2020 (Source: <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>63% of consumers prefer when brands are purpose-driven (Source: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20181205005061\/en\/Majority-Consumers-Buying-Companies-Stand-Issues-Care\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Fueled by Data<\/h4>\r\n<ul>\r\n\t<li>The top three tech stack priorities for marketers in 2021 are marketing automation platforms, data warehouses and customer data platforms (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>78% of marketers plan on using zero-party data to personalize their messaging (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>AI is here. 83% of marketers say they are likely to use AI in their marketing strategies (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>83% of consumers are willing to share their data if that means a more personalized experience (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n\t<li>91% of consumers are likely to shop with brands that provide recommendations relevant to them (Source: <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Consistent Across Channels<\/h4>\r\n<ul>\r\n\t<li>60% of B2C brands have a mobile app, another 28% are building an app in 2021 (Source: <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>)<\/li>\r\n\t<li>50% of consumers will stop visiting a site if it isn\u2019t mobile-friendly (Source: <a href=\"https:\/\/truelist.co\/blog\/ux-statistics\/\" target=\"_blank\" rel=\"noopener\">TrueList<\/a>)<\/li>\r\n\t<li>Only 12% of shoppers view the mobile shopping experience as the most convenient experience\u20144x less than the desktop experience (Source: <a href=\"https:\/\/www.dynamicyield.com\/article\/50-most-important-dynamicyield-personalization-stats\/\" target=\"_blank\" rel=\"noopener\">Dynamic Yield<\/a>)<\/li>\r\n<\/ul>\r\n<h3>Creating Memories<\/h3>\r\n<p>To create a customer experience worth remembering, keeping these stats in mind can help reinforce that the work you're doing is worth it. Nobody wants to feel underappreciated, and nobody wants a frustrating experience. Find ways to connect with users that are specific to your brand and authentic in their execution.<\/p>\r\n<p>If you're looking to learn more about building a memorable customer experience, here are a few resources:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">The Key to Crafting a Memorable Customer Experience<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">First-Party and Zero-Party Data: The Path Forward<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends to Kick Off the New Year<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">2021 Marketing Trends: Dissecting the Unexpected<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/brand-trust-infographic\/\" target=\"_blank\" rel=\"noopener\">Brand Trust Infographic: 2021 Marketing Trends<\/a><\/li>\r\n<\/ul>\r\n<p><em>The customer experience is about making connections. And we'd love to connect with you! <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with us about how you can make a memorable experience for your customers.\u00a0<\/em><\/p>","post_title":"18 Customer Experience Stats You Need to Know","post_excerpt":"Here are 18 key customer experience stats to help you make a customer experience that is impactful, individualized and memorable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"18-customer-experience-stats-you-need-to-know","to_ping":"","pinged":"","post_modified":"2021-02-18 09:52:51","post_modified_gmt":"2021-02-18 17:52:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12323","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 18, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021821_Customer-Experience-Stats_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Percentage icon to depict customer experience stats\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021821_Customer-Experience-Stats_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021821_Customer-Experience-Stats_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021821_Customer-Experience-Stats_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/18-customer-experience-stats-you-need-to-know\/"},{"ID":12334,"post_author":"71","post_date":"2021-02-17 13:19:37","post_date_gmt":"2021-02-17 21:19:37","post_content":"<p><span style=\"font-weight: 400;\">The customer experience is something that has drastically changed over the years, with possibly no event as significant as the pandemic. In this guide, readers will better understand how the customer experience has reached a strategic inflection point and what is required of brands to take advantage of this pivotal moment in time.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Using Robert Cialdini\u2019s framework of psychological influence, the guide dives into six principles every brand needs to include in their marketing to develop stronger connections with their customers. In doing so, the customer experience becomes more personalized and empathetic.<\/span><\/p>\r\n<p><b>What you'll learn:<\/b><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What is a strategic inflection point and why does it matter?<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The six principles needed for building a memorable customer experience<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Four questions to self-assess your brand\u2019s customer experience<\/span><\/li>\r\n<\/ul>","post_title":"The Six Principles of Building a Memorable Customer Experience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"six-principles-of-building-a-memorable-customer-experience","to_ping":"","pinged":"","post_modified":"2021-04-15 22:22:50","post_modified_gmt":"2021-04-16 05:22:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=12334","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"February 17, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"729\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1.png 729w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/768x512-1-300x211.png 300w\" sizes=\"(max-width: 729px) 100vw, 729px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/"},{"ID":12307,"post_author":"7","post_date":"2021-02-17 08:09:27","post_date_gmt":"2021-02-17 16:09:27","post_content":"<p>Marketers are people. Marketers are also customers. Yet the traditional brand-customer relationship is one-sided and formal\u2014stripped of the human element. One side tells the other what\u2019s available and the latter makes a choice to buy or not. End of story.\u00a0<\/p>\r\n<p>That\u2019s not good enough for today\u2019s customers. <em>And that\u2019s not good enough for us.<\/em><\/p>\r\n<p>But rather than tell you how to build relationships with customers\u2014by focusing on empathy, transparency, and (gasp!) humanity\u2014we\u2019re going to show you on April 7 at <a href=\"https:\/\/iterable.com\/activate\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=keynote-boz\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a>.<\/p>\r\n<p>For the second year in a row, Activate is going completely virtual. This year, we are bringing you stories, insights and strategies you can take with you to make your customer experience memorable. You don\u2019t have to dream of building a long-lasting relationship with your customers anymore.<\/p>\r\n<p>At Activate, you can make it a reality.<\/p>\r\n<h3>Drum Roll, Please...<\/h3>\r\n<p>We\u2019re <a href=\"https:\/\/www.prweb.com\/releases\/iterable_announces_netflix_global_cmo_bozoma_saint_john_as_keynote_speaker_for_activate_live_2021\/prweb17735653.htm\" target=\"_blank\" rel=\"noopener\">thrilled to announce<\/a> that Bozoma Saint John, CMO of Netflix, will kick off the conference! At 8 a.m. PT, Bozoma will join <a href=\"https:\/\/www.linkedin.com\/in\/tashareasor\/\" target=\"_blank\" rel=\"noopener\">Tasha Reasor<\/a>, our VP of Demand Generation and Customer Marketing, for a fireside chat to discuss customer experience and inclusive marketing.<\/p>\r\n<p>Bozoma Saint John, a globally recognized marketing icon with 20 years of experience under her belt, needs no introduction. But why not learn a bit more about our Activate headliner?<\/p>\r\n<h3>Meet \u201cBadass Boz\u201d<\/h3>\r\n<p>Born in Connecticut and raised in Ghana, Saint John graduated from Wesleyan University, and\u2014like so many young (and starry-eyed) professionals\u2014moved to New York City. After a stint of job-searching, Bozoma was directed to a temp agency that eventually landed her with a job answering phones for Spike Lee. Her career in marketing and management started there, when she was asked to review one of Spike Lee's scripts. A few marks of a red pen sent her from answering phone calls to managing accounts. From there, she moved from intern to icon with Apple, Beats and Pepsi, and she was quickly named the Chief Brand Officer at Uber.<\/p>\r\n<p>Fast forward to today: Bozoma Saint John <a href=\"https:\/\/about.netflix.com\/en\/about-us\" target=\"_blank\" rel=\"noopener\">joined Netflix as CMO<\/a> in June 2020, after she held the same role at Endeavor. Importantly, Bozoma has been recognized for her breakthrough work by both the industry and her peers, having been inducted into the American Advertising Federation Hall of Achievement in 2014. Additionally, Bozoma serves on the boards of Girls Who Code and Vital Voices, and in March 2017, she was named as a Henry Crown Fellow by the Aspen Institute.<\/p>\r\n<p>We are beyond honored to have Bozoma Saint John at Activate. Just ask our co-founder and CEO <a href=\"https:\/\/www.linkedin.com\/in\/hjzhu\/\" target=\"_blank\" rel=\"noopener\">Justin Zhu<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe are beyond honored to welcome Bozoma Saint John, Global Chief Marketing Officer at Netflix, as the keynote speaker at this year\u2019s Activate Live. We value authenticity, creativity and strategy when creating memorable customer experiences, and we admire how Bozoma Saint John champions this approach with tenacity.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>For the Dreamers, Builders and Makers<\/h3>\r\n<p>Today\u2019s consumers expect more from brands. The customer experience now is about <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>. It\u2019s about humanization.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> is for anyone who wants to connect with their customers on a personal level. To make it a little more personal for you, we want to recognize your talents. Because to us, you are the dreamers, builders, and makers that create memorable experiences for your customers:<\/p>\r\n<ul>\r\n\t<li><strong>Dreamers<\/strong>: Dreamers constantly have an innovative, clear eye on the future. They think big and identify the direction of your brand and ensure customers grow along with the business.<\/li>\r\n\t<li><strong>Builders<\/strong>: Builders thrive when solving problems and shaping the foundation on which the business succeeds. They construct products that bring customers joy and create the best infrastructure to empower brand growth.<\/li>\r\n\t<li><strong>Makers<\/strong>: Makers foster connections directly with customers. They craft strategies and tactics that promote long-term relationships and satisfy the customer\u2019s call for individualization.<\/li>\r\n<\/ul>\r\n<h3>Authentic Experiences. Empowered Connections.\u00a0<\/h3>\r\n<p>The three archetypes above make up our customer base. Iterable is about helping brands create memorable customer experiences for their customers, so Activate does the same.<\/p>\r\n<p>Each archetype will be symbolized by its own color (and corresponding hues) to help guests customize the experience to what they want to learn. For a truly customized experience, you can attend sessions in one track or jump between tracks:<\/p>\r\n<h4>Track One: Building a Memorable Experience<\/h4>\r\n<p><em>Best Suited for Dreamers and Makers<\/em><\/p>\r\n<p>In this foundational track, you will find sessions illustrating how to approach building a customer experience that includes empathy, values and personal connection. These sessions show you how to use tools at your disposal to communicate at the individual level.<\/p>\r\n<h4>Track Two: The Customer Experience in Practice<\/h4>\r\n<p><em>Best suited for Builders and Makers<\/em><\/p>\r\n<p>In our practical track, you will learn how to take action right away. From journey mapping to gleaning insights from massive data sets, the sessions in this track delta what steps needed to be taken to improve the customer experience.\u00a0<\/p>\r\n<h3>Save Your Spot to Join Bozoma Saint John at Activate<\/h3>\r\n<p>Yes, Activate is live and 100% free\u2014which means that no matter where you are in the world, you can join a community of marketing dreamers, builders and makers.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener\">Save your spot<\/a> to see speakers, like Bozoma Saint John, rock the stage and pave the future of marketing.<\/p>","post_title":"Bozoma Saint John, CMO of Netflix, to Speak at Activate Live","post_excerpt":"We\u2019re thrilled to announce that Bozoma Saint John, CMO of Netflix, will be our headlining keynote speaker at Activate Live on April 7.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"bozoma-saint-john-cmo-netflix-activate-live","to_ping":"","pinged":"","post_modified":"2021-02-17 10:00:32","post_modified_gmt":"2021-02-17 18:00:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12307","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Keynote Speaker: Bozoma Saint John, CMO of Netflix\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021721_Activate-Keynote-Announcement-Bozoma_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/"},{"ID":12287,"post_author":"7","post_date":"2021-02-16 08:22:55","post_date_gmt":"2021-02-16 16:22:55","post_content":"<p>With such tumultuous times brought on by the global pandemic, 2020 was the year of <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">marketing with empathy<\/a>, but it was also the year that put <a href=\"https:\/\/www.decisionmarketing.co.uk\/news\/brands-go-on-moral-crusade-to-keep-customers-on-board\" target=\"_blank\" rel=\"noopener\">ethics in the spotlight<\/a>, as brands around the world asked themselves important, mission-driven questions, like:<\/p>\r\n<ul>\r\n\t<li>How do we address and fight against racial injustice?<\/li>\r\n\t<li>Should we take sides in the 2020 U.S. presidential election?<\/li>\r\n\t<li>How do we authentically express our corporate values?<\/li>\r\n<\/ul>\r\n<p>While certainly much of businesses' concerns revolved around staying afloat financially during lockdowns and store closures, equally as critical was the conversation around building brand trust and connecting with customers in a deep, meaningful way.<\/p>\r\n<p>To find out how marketers have altered their messaging priorities in the past year, we recently <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>2020 effects on consumer communications will not fade.<\/li>\r\n\t<li>Cause-driven marketing campaigns will continue.<\/li>\r\n\t<li>Marketers will push brands to be even more socially active.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how marketers will earn consumer confidence this year.<\/p>\r\n<p>Check out our brand trust infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>The top social issues marketers made public statements about in 2020<\/li>\r\n\t<li>The most popular tactics used in campaigns to support specific causes<\/li>\r\n\t<li>The reasons why marketers think brands should (and shouldn't) remain politically neutral<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_12288\" align=\"alignnone\" width=\"1500\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\"><img class=\"wp-image-12288 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Iterable_BrandTrustInfographic.png\" alt=\"2021 Marketing Trends: Brand Trust Infographic\" width=\"1500\" height=\"10078\" \/><\/a> <em>Click the brand trust infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Brand Trust in 2021: What Morality Has to Do With Marketing<\/h3>\r\n<p>Ethics and morality are critical components of building trust in a brand, and our research highlights marketers' success in communicating with sensitivity on the multitude of issues about which customers are passionate.<\/p>\r\n<p>As the data shows, tapping into how customers are feeling will be a top priority this year, because only by understanding their emotions and values can brands communicate with tact. The more mindful we are of their perspective, the more effectively we can connect with them.<\/p>\r\n<p>Want to dive even deeper into our survey findings and learn how today's top brands are leading the conversation around social activism? <a href=\"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/\" target=\"_blank\" rel=\"noopener\">Join us in our next webinar<\/a>, \"Building Brand Trust in a Year Like 2021,\" on Thursday, Feb. 25.<\/p>","post_title":"Brand Trust Infographic: 2021 Marketing Trends","post_excerpt":"Check out our brand trust infographic for key takeaways and statistics that can guide your 2021 marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-trust-infographic","to_ping":"","pinged":"","post_modified":"2021-04-15 22:20:56","post_modified_gmt":"2021-04-16 05:20:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12287","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 16, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8561,"name":"Dreamers","slug":"dreamers","term_group":0,"term_taxonomy_id":8561,"taxonomy":"resource_type","description":"","parent":8523,"count":3,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dreamers","blog-post"],"term_names":["DBM Campaign","Dreamers","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Brand trust infographic - Stock photo of man on tablet\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021621_Brand-Trust-Infographic_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brand-trust-infographic\/"},{"ID":12253,"post_author":"7","post_date":"2021-02-11 07:37:34","post_date_gmt":"2021-02-11 15:37:34","post_content":"<p>You\u2019ve scheduled your email marketing campaign to launch\u2014the copy has been proofread several times, your brand team has signed off on all the creative and you\u2019ve double-checked that all your links are working. But, have you confirmed that your campaign meets the best practices for email accessibility?<\/p>\r\n<p>Accessibility should be at the forefront of conversations around ensuring that your emails are considered best in class, but often those conversations don\u2019t happen and best practices aren\u2019t followed.<\/p>\r\n<p><a href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\/\" target=\"_blank\" rel=\"noopener\">According to Litmus<\/a>, 77% of brands say email accessibility is a priority for them, but in practice, only 8% say they actually follow industry best practices for accessibility.<\/p>\r\n<p>So let\u2019s improve that.<\/p>\r\n<p>Before we talk about how to make the changes, let\u2019s take a small detour to look at why this is so important and needs to be a conversation involving your entire team.<\/p>\r\n<p>Globally, people with disabilities represent one in four people, and if that\u2019s not enough to get your team\u2019s attention, <a href=\"https:\/\/www.rod-group.com\/content\/rod-research\/edit-research-design-delight-disability-2020-annual-report-global-economics\" target=\"_blank\" rel=\"noopener\">this group has $1.9 trillion in disposable income<\/a>. For making content accessible to this group there\u2019s a wide range of use cases to think through\u2014vision, cognitive, motor, reading and hearing impairments all need to be considered.<\/p>\r\n<p>Above all else, I firmly believe that improving accessibility improves the experience for everyone. My favorite example of this is wheelchair ramps on sidewalks. Sure, they were created for people in wheelchairs to easily get on and off sidewalks but a wide range of groups also benefit: the woman with the walker, the dad with a packed stroller, the business professional with a set of luggage or the commuter on their bike.<\/p>\r\n<p>So let\u2019s dive in with how you can create accessible content.<\/p>\r\n<h4>1. Follow subject line and preheader best practices<\/h4>\r\n<p>Your subject line and preheader are a great place to start. Like most subject line best practices, you want to make sure that your subject lines are concise and descriptive, but not full of jargon. Any abbreviations that might be obvious to you have the potential to be difficult to be understood when being read by a screen reader.<\/p>\r\n<h4>2. Consider how emojis might be read out loud<\/h4>\r\n<p>Emojis\u2014love them or hate them\u2014can be used in subject lines if they fit with your brand voice, but be mindful of how they could be read by a screen reader or a virtual assistant like Siri or Alexa.<\/p>\r\n<p>Let\u2019s take a look at the subject line below.<\/p>\r\n\r\n[caption id=\"attachment_12260\" align=\"alignnone\" width=\"528\"]<img class=\"size-full wp-image-12260\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Email-Accessibility-Subject-Line.png\" alt=\"Email accessibility subject line: &quot;What's 5 stars &amp; 3 for $60?&quot;\" width=\"528\" height=\"60\" \/> <em>Assess whether your use of emojis is truly accessible.<\/em>[\/caption]\r\n\r\n<p>This might be read as \u201cWhat\u2019s 5 Stars &amp; 3 For $60?\u201d but a screen reader will read it as \u201cWhat\u2019s yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star, yellow five-pointed star and $3 for $60?\u201d<\/p>\r\n<p>So if you\u2019re using emojis, make sure that your meaning is still easily communicated to those that might be using assistive technologies.<\/p>\r\n<h4>3. Make your content is readable with a passing color contrast ratio<\/h4>\r\n<p>The color palette for your brand and your emails is essential to your brand, but also to your readers.<br \/>\r\n\u00a0<br \/>\r\nThe color contrast ratio is the ratio between the background and the foreground color and the basis for making sure that your communications are easily readable. Determining readability can be more scientific than getting a \u201clooks good to me\u2014approved!\u201d from your team. At a minimum, email colors should have a ratio of at least 4.5:1.<\/p>\r\n<p>For comparison purposes: White text on a light gray background has a contrast ratio of 1.19:1 while white text on a black background has a contrast ratio of 15.04:1.<\/p>\r\n<h4>4. Ensure you\u2019re not communicating information by just using colors<\/h4>\r\n<p>With color blindness, some of your customers might not be able to differentiate between certain colors, so you need to consider how you\u2019re communicating outside of using colors. Do you use blue to show a few words of your content are hyperlinked or are you showing swatches of your latest colorways?<\/p>\r\n<p>Consider adding other indicators: Underline your hyperlinks to show a differentiation between the rest of your copy or add the name of the colorway rather than relying on a swatch or visual representation.<\/p>\r\n<h4>5. Don\u2019t get too wild with animations<\/h4>\r\n<p>GIFs (you can choose-your-own-adventure on the pronunciation) are cool, but make sure that you\u2019re being conscious of how they can affect your customers. Animations shouldn\u2019t be too fast or have the ability to cause dizziness or vertigo to those who might have a visual sensitivity.<\/p>\r\n<p>They also shouldn\u2019t contain any excessive blinking or flashing, which could contribute to a seizure. You should also consider how long you need your animation to play as it can detract from some users being able to focus on the rest of your content.<\/p>\r\n<h4>6. Alt text is a must-have<\/h4>\r\n<p><a href=\"https:\/\/www.w3.org\/TR\/WCAG20\/#text-equiv\" target=\"_blank\" rel=\"noopener\">The Web Content Accessibility Guidelines<\/a> say \u201call non-text content that is presented to the user has a text alternative that serves the equivalent purpose.\u201d Enter alt text. Alt text is shown to users when the image doesn\u2019t display; it\u2019s also what screen readers use to read through non-text elements of an email. Alt text is also non-negotiable.<\/p>\r\n<p>If you have images (or GIFs) you need to make sure that you\u2019re communicating that same information through alt text. This seems simple, but there are a few \u201cdon'ts\u201d to keep in mind:<\/p>\r\n<p><strong>Don\u2019t:\u00a0<\/strong><\/p>\r\n<ul>\r\n\t<li>Start with \u201can image of\u2026\u201d\u2014the screen reader will already be relaying that this is an image<\/li>\r\n\t<li>Add alt text to decorative elements\u2014leave the alt attribute blank instead<\/li>\r\n\t<li>Skip adding alt attributes altogether on images\u2014the screen reader will read the file path instead!<\/li>\r\n<\/ul>\r\n<h4>7. Use semantic elements in your code whenever possible<\/h4>\r\n<p>These are elements that clearly define the content like &lt;section&gt;, &lt;h1&gt;, &lt;h2&gt;, and &lt;p&gt;. These allow screen readers to easily navigate the content, which in turn creates a better user experience for those using screen readers.<\/p>\r\n<h4>8. Set the language attribute within your HTML<\/h4>\r\n<p>You can set the language attribute at the top of your HTML to identify the language that your content is in. Screen leaders can switch language profiles to ensure the correct accent and pronunciation is used.<\/p>\r\n<h4>9. Keep font size readable and CTAs clickable<\/h4>\r\n<p>We\u2019ve already talked about readability with color, but you don\u2019t want to take a step back and use too small of a font size. Text should be 14px at a minimum and even then, you\u2019ll want to make sure that your emails can still be read when zoomed up to 200% for those who need it.<\/p>\r\n<p>Similarly, for CTA buttons, just because someone is viewing your email on a small screen like their phone, that doesn\u2019t mean the CTA buttons should be small. Ensure that you have a large enough touch target that someone can click it with ease. In its <a href=\"https:\/\/developer.apple.com\/design\/human-interface-guidelines\/ios\/visual-design\/adaptivity-and-layout\/\" target=\"_blank\" rel=\"noopener\">Human Interface Guidelines<\/a>, Apple recommends touch targets with a size of 44 x 44 pixels.<\/p>\r\n<p>To help support customers who might have hand tremors or difficulty controlling a mouse, you also want to make sure the entire button is clickable, rather than just the text to avoid any frustration when trying to click.<\/p>\r\n<h3>Improving Email Accessibility: How to Get Started<\/h3>\r\n<p>So you\u2019ve read through this, and you\u2019re not sure where to start? Take a look at your latest campaign and do a quick email accessibility audit!\u00a0<\/p>\r\n<p>A few sample questions:\u00a0<\/p>\r\n<ol>\r\n\t<li>Do you have alt text on all of your images?<\/li>\r\n\t<li>Is the language set at the top of your HTML?<\/li>\r\n\t<li>If you use a screen reader, is your content easily understandable and logical?<\/li>\r\n\t<li>Do your CTAs provide enough room to easily click on them (desktop and mobile)?<\/li>\r\n\t<li>Does your color scheme pass the color contrast ratio?<\/li>\r\n<\/ol>\r\n<p>From there, you can create your own checklist for your team to reference to make sure you\u2019re following through on accessibility best practices.<\/p>\r\n<p><em>Want to modernize your email marketing? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"9 Tips to Improve Your Email Accessibility","post_excerpt":"Improving email accessibility improves the customer experience for everyone, so let\u2019s dive in with how you can create accessible content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"9-tips-improve-email-accessibility","to_ping":"","pinged":"","post_modified":"2021-02-11 07:37:34","post_modified_gmt":"2021-02-11 15:37:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12253","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 11, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021121_Email-Accessibility_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email illustration and icons of eye, ear, and text to depict email accessibility\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021121_Email-Accessibility_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021121_Email-Accessibility_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/021121_Email-Accessibility_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/9-tips-improve-email-accessibility\/"},{"ID":12228,"post_author":"7","post_date":"2021-02-09 08:04:57","post_date_gmt":"2021-02-09 16:04:57","post_content":"<p>If 2019 was the year of companies <a href=\"https:\/\/adage.com\/article\/digital\/5-key-takeaways-2019-edelman-brand-trust-survey\/2178646\" target=\"_blank\" rel=\"noopener\">building<\/a> <strong>brand trust<\/strong>, then 2020 was the ultimate test of putting it into practice.<\/p>\r\n<p>Last year saw consumers truly push brands to earn their trust. In addition to the COVID-19 pandemic, social justice issues like the Black Lives Matter movement and the turbulent 2020 U.S. election cycle were brought to the conversational forefront. Many questions were posed about consumer brands\u2019 role in <a href=\"https:\/\/www.buzzfeed.com\/terrycarter\/people-brands-called-out-for-racism\" target=\"_blank\" rel=\"noopener\">racial inequality<\/a>, and some organizations <a href=\"https:\/\/www.chowhound.com\/food-news\/276180\/brands-that-donate-to-trump-or-biden\/\" target=\"_blank\" rel=\"noopener\">openly stated<\/a> who they supported in the U.S. presidential election or promoted the \u201cget out the vote\u201d initiative.<\/p>\r\n<p>After brand trust was redefined last year, Iterable wanted to know how marketers felt about the subject. We surveyed 500 B2C marketers from the U.S. and U.K. to examine how their organizations responded to last year\u2019s events and find out what\u2019s in the cards for 2021.<\/p>\r\n<p>Here\u2019s what they had to say.<\/p>\r\n<h4>1. 2020 effects on consumer communications will not fade.<\/h4>\r\n<p>The overwhelming majority of marketers felt the pressure to adapt to 2020\u2019s challenges. In fact, 87% of respondents said their company felt the need to change its marketing strategies to better build consumer trust.<\/p>\r\n<p>The most likely factor of this strong sentiment for change is the COVID-19 pandemic. Marketers ranked the top changes to their customer communications as being more crisis-response driven (25%), more empathy-driven (24%) and more sales-driven (23%). These changes were reflected in many different consumer marketing campaigns throughout last year.<\/p>\r\n<p>Shoe retailer Allbirds <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">pivoted its marketing<\/a> to aid in relief of the COVID-19 crises by offering donation options for healthcare workers on each purchase. Additionally, Glo, an online provider for yoga, pilates and meditation, took an empathetic approach by offering <a href=\"https:\/\/iterable.com\/blog\/best-examples-brand-empathy\/\" target=\"_blank\" rel=\"noopener\">free online classes<\/a> so participants could work out at home. The online dating industry applied a more sales-driven approach, with some <a href=\"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/\" target=\"_blank\" rel=\"noopener\">apps<\/a> offering up to 50% off premium memberships to entice consumers into trying virtual dates from home.<\/p>\r\n<p>With the pandemic still a prominent part of our daily lives, 91% of respondents said they plan to maintain these new customer communication strategies in 2021.<\/p>\r\n<h4>2. Cause-driven marketing campaigns will continue.<\/h4>\r\n<p>As widespread social issues coincided with the pandemic and an unprecedented presidential election cycle, most brands took action in response.<\/p>\r\n<p>Although the coronavirus was a <a href=\"https:\/\/trends.google.com\/trends\/yis\/2020\/US\/\" target=\"_blank\" rel=\"noopener\">prevalent topic<\/a> for brands and consumers, issues like racial inequality also came to a head, prompting many companies to take action.<\/p>\r\n<p>In fact, more companies issued public statements on racial inequality (47%) than on public health (40%) in 2020. Brands also made statements on the following issues last year:<\/p>\r\n<ul>\r\n\t<li><strong>Gender inequality<\/strong>: 34%<\/li>\r\n\t<li><strong>LGBTQIA pride<\/strong>: 32%<\/li>\r\n\t<li><strong>Climate change<\/strong>: 29%<\/li>\r\n\t<li><strong>Politics\/the 2020 election<\/strong>: 23%<\/li>\r\n\t<li><strong>Defunding the police<\/strong>: 21%<\/li>\r\n<\/ul>\r\n<p>To bring these social issues to light, brands implemented a mix of marketing tactics, as well as grassroots initiatives. The tactics marketers leveraged for their cause-driven campaigns included:<\/p>\r\n<ul>\r\n\t<li><strong>Partnering with an organization<\/strong>\/non-profit\/charity on an initiative to benefit those affected by the issue: 57%<\/li>\r\n\t<li><strong>Creating social media content<\/strong> that advocated for the issue: 57%<\/li>\r\n\t<li><strong>Donating a portion of profits<\/strong> to an organization: 46%<\/li>\r\n\t<li><strong>Sending direct messaging<\/strong> about the issue to their customer base: 36%<\/li>\r\n\t<li><strong>Giving employees paid time off<\/strong> to volunteer or protest: 22%<\/li>\r\n<\/ul>\r\n<p>The campaigns used to drive various causes are representative of last year\u2019s dominant social conversations. But these efforts are not simply a marketing blip. Brands show no signs of stopping their social cause initiatives\u201479% of companies plan to continue campaigns with messaging on one or more of these issues in 2021.<\/p>\r\n<h4>3. Marketers will push brands to be even more socially active.<\/h4>\r\n<p>There\u2019s no doubt there was a dedicated effort from brands to speak out on social issues in 2020. However, a slight majority of marketers (51%) still don\u2019t think their companies went far enough in their initiatives on social issues.<\/p>\r\n<p>Yet while there\u2019s a near-split on whether respondents thought companies did enough or not, 83% also agreed that their company should remain <strong>politically neutral<\/strong>, with 41% saying they \u201cstrongly agree.\u201d Most marketers on both sides cited ethics as their rationale for why their company should remain neutral when it came to political partisanship\u2014or not (see table below).<\/p>\r\n<table style=\"border-collapse: collapse; width: 100%;\">\r\n<thead>\r\n<tr>\r\n<td style=\"width: 50%;\"><strong>Reasons brands <em><span style=\"text-decoration: underline;\">should<\/span><\/em> remain politically neutral<\/strong><\/td>\r\n<td style=\"width: 50%;\"><strong>Reasons brands <em><span style=\"text-decoration: underline;\">should not<\/span><\/em> remain politically neutral<\/strong><\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%;\">1. I believe it is unethical to bring politics into our brand: 41%<\/td>\r\n<td style=\"width: 50%;\">1. I believe stating your political stance as a brand is the right, ethical thing to do: 57%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%;\">2. Political positioning alienates certain customer groups, negatively impacting our brand: 31%<\/td>\r\n<td style=\"width: 50%;\">2. Political positioning resonates with our brand\u2019s target audience: 28%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%;\">3. Political positioning does not resonate with our brand\u2019s target audience: 27%<\/td>\r\n<td style=\"width: 50%;\">3. Political positioning provides a positive business outcome for our brand: 14%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>The findings reflect a divided general population and a growing movement to decouple social inequity issues from politics: Just because a brand is politically neutral does not imply that they\u2019re ethically neutral.<\/p>\r\n<p>And this desire from marketers to do more about social issues in an ethical way will carry over to brand strategy, as 74% said it\u2019s likely that their organization will change its consumer trust strategy in the next year.<\/p>\r\n<h3>Continuing to Build the Bridge of Consumer Trust in 2021<\/h3>\r\n<p>As marketers reflect on 2020 and apply their learnings to 2021 strategies, one thing is clear: Ethics and morality will be core tenets of brand trust strategies for the long term. However, how far brands will go on publicly addressing social issues and stating political stances remains to be seen.<\/p>\r\n<p>While it\u2019s clear that marketers don\u2019t want to plant a political party flag in their campaigns, supporting certain social causes does carry certain ramifications. It\u2019s inevitable that supporting a certain social cause will not resonate with some audience segments, regardless of political party affiliation.<\/p>\r\n<p>However, as we\u2019ve seen through our own work with Iterable clients, today\u2019s audiences want to know a brand's beliefs and values. And by leveraging tools such as <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a>, brands can better identify what resonates with their customers and speak to shared beliefs in their marketing messages.<\/p>\r\n<p>Not all marketers agree on how brand marketing fits into social issues. But even with continued social justice efforts and the progressing rollout of COVID-19 vaccines, marketers are well aware that they can\u2019t put 2020\u2019s brand trust initiatives in the rearview mirror. The conversations and issues that influenced the 2020 conversation aren\u2019t going away and consumers are still holding brands accountable for their values and actions.<\/p>\r\n<p><em>To dive deeper into Iterable\u2019s research, <a href=\"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/\" target=\"_blank\" rel=\"noopener\">register for our webinar<\/a> \u201cBuilding Brand Trust in a Year Like 2021,\u201d on Feb. 25, at 9:00 a.m. PST.<\/em><\/p>","post_title":"How Did 2020 Affect Brand Trust for B2C Marketers?","post_excerpt":"Iterable surveyed 500 B2C marketers to examine how their organizations responded to last year\u2019s events and how they're building brand trust in 2021.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-did-2020-affect-brand-trust","to_ping":"","pinged":"","post_modified":"2021-04-15 22:21:26","post_modified_gmt":"2021-04-16 05:21:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12228","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 09, 2021","terms":[{"term_id":8523,"name":"DBM Campaign","slug":"dbm-campaign","term_group":0,"term_taxonomy_id":8523,"taxonomy":"resource_type","description":"","parent":0,"count":10,"filter":"raw","term_order":"0"},{"term_id":8561,"name":"Dreamers","slug":"dreamers","term_group":0,"term_taxonomy_id":8561,"taxonomy":"resource_type","description":"","parent":8523,"count":3,"filter":"raw","term_order":"0"},{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["dbm-campaign","dreamers","blog-post"],"term_names":["DBM Campaign","Dreamers","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration to depict brand trust\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020921_2020-Affect-Brand-Trust_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/"},{"ID":12199,"post_author":"47","post_date":"2021-02-08 10:30:06","post_date_gmt":"2021-02-08 18:30:06","post_content":"<p><span style=\"font-weight: 400\">Between the global pandemic, social unrest and the turbulent U.S. election cycle, 2020 put brands to the test. How do marketers communicate corporate values and build consumer trust when \u201cunprecedented times\u201d becomes the ultimate cliche?<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Iterable surveyed 500 B2C marketers around the world to examine how brands responded to events in 2020 and what\u2019s in store for them this year.<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Come for this highly interactive webinar and discover:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">If the words behind marketers\u2019 messaging actually matched their actions<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What role ethics play when deciding whether to be politically neutral<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How leading businesses pivoted their marketing to build trust<\/span><\/li>\r\n<\/ul>","post_title":"Building Brand Trust in a Year Like 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"building-brand-trust-in-a-year-like-2021","to_ping":"","pinged":"","post_modified":"2021-02-25 10:46:48","post_modified_gmt":"2021-02-25 18:46:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=12199","menu_order":16,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 08, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":49,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/building-brand-trust-in-a-year-like-2021\/"},{"ID":12136,"post_author":"7","post_date":"2021-02-08 08:29:59","post_date_gmt":"2021-02-08 16:29:59","post_content":"<p>A core part of any initiative to improve diversity, inclusion, equity and belonging is fostering a work environment that is supportive of all experiences. Parents especially are experiencing perhaps the <a href=\"https:\/\/time.com\/5934785\/dear-parents-its-not-just-you-raising-a-teen-now-is-really-hard\/\" target=\"_blank\" rel=\"noopener\">most difficult balancing act yet<\/a>, as they take on distance learning, remote work and childcare during a global pandemic.<\/p>\r\n<p>In a recent survey we conducted among members of Iterable\u2019s #parenting Slack channel, we found, among many insights:<\/p>\r\n<ul>\r\n\t<li>54% of respondents split childcare responsibilities with a domestic partner, 21% have the support of extended family and friends, 8% have a full-time caretaker, 4% have a part-time caretaker and 13% support their families all on their own.<\/li>\r\n\t<li>92% of parents altered their work schedules to take care of their children.<\/li>\r\n\t<li>Weekends are spent primarily spending quality time with family and catching up on housework.<\/li>\r\n<\/ul>\r\n<p>We sat down to interview several Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to child-rearing while working from home. We hope their open and honest conversation provides reassurance that everyone struggles to find balance in their lives and that we\u2019re all doing the best we can.<\/p>\r\n<p>So with that said, let\u2019s meet our panel!<\/p>\r\n<p><img class=\"alignnone size-full wp-image-12137\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_Team.png\" alt=\"Meet the Team: Parents at Iterable\" width=\"1200\" height=\"810\" \/><\/p>\r\n<h3>An Iterable Q&amp;A on Parenting During a Pandemic<\/h3>\r\n<h4>Please provide background information about your parenting experience.<\/h4>\r\n<h5>(Number of children, their ages, your marital status, and whether your partner works outside the home.)<\/h5>\r\n<p><strong>Sanam<\/strong>: I have two kids, boy and girl twins, age 7.<\/p>\r\n<p><strong>Mike<\/strong>: I have (almost) three children: a 4-year-old girl (Pippa), a 2-year-old boy (Senan) and a baby that is due in 11 days (!). I am married to a wonderful woman, Mairead, who is currently on maternity leave.<\/p>\r\n<p><strong>Krishna<\/strong>: I\u2019m married and have two kids, ages 4 and 1. My wife is an entrepreneur and works from home.<\/p>\r\n<p><strong>Grace<\/strong>: I have two children, ages 9 and 2. I\u2019m married, and my husband works from home full-time.<\/p>\r\n<p><strong>Ryan<\/strong>: I\u2019m married and have two kids (a 3-year-old boy and a 4-month-old girl). My wife is full-time employed (currently on maternity leave).<\/p>\r\n<p><strong>Margie<\/strong>: I am a Single Mother by Choice (SMC) of a 21-month-old girl (Georgia).<\/p>\r\n<h4>Do you have support from extended family or professional caregivers?<\/h4>\r\n<p><strong>Sanam<\/strong>: Yes, I have support from my sister and a part-time professional caregiver.<\/p>\r\n<p><strong>Mike<\/strong>: No, we recently moved to London and with the pandemic, we\u2019re mostly confined to the house.<\/p>\r\n<p><strong>Krishna<\/strong>: We send our kids to a daycare near us. Between April and November we kept the kids home but sent them back in mid-November.<\/p>\r\n<p><strong>Grace<\/strong>: We have a regular professional caregiver coming in three days a week for a few hours, so that we can get some work done. We do not have family nearby.<\/p>\r\n<p><strong>Ryan<\/strong>: Yes, our family is local in the Bay Area so we get support with our toddler during the work week. However, this was not the case for the entirety of this pandemic.<\/p>\r\n<p><strong>Margie<\/strong>: I have an au pair, someone that comes from another country on a visa to work in-house providing childcare. As a single parent, it was the best option for me, especially pre-COVID.<\/p>\r\n<h4>Since the beginning of the pandemic, how has your work schedule changed to take care of your family?<\/h4>\r\n<p><strong>Krishna<\/strong>: Taking care of two young kids is a full-time job in itself, so my wife and I definitely struggled juggling childcare and work. We were lucky to have a friend who lived nearby who helped out for a few months. My work hours are a lot more fixed now: I work from 8 a.m. to 5 p.m. and outside of those hours, I\u2019m available for urgent issues\u2014but for not much else. I\u2019m usually taking care of the kids at that time.<\/p>\r\n<p><strong>Grace<\/strong>: I\u2019ve had to make drastic changes to my schedule. I work longer hours when my kids are asleep to compensate for time spent switching between kids and work. I work the Swing Shift (5 p.m. - 1 a.m. PT) and therefore get most work done when they\u2019re asleep.<\/p>\r\n<p><strong>Mike:<\/strong> I\u2019m very fortunate to work for an employer that is flexible when it comes to work-life balance. Sometimes I need to take a few hours off in the morning, but I can catch up on work later in the day. Sometimes I work with the kids running around me, which makes Zoom calls interesting! In fact, the kids have even sat beside me during some interviews. This photo was taken after I interviewed Hannah Francis, on our sales team.<\/p>\r\n\r\n[caption id=\"attachment_12179\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12179 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Mike-McGuire.png\" alt=\"Mike McGuire with his family\" width=\"936\" height=\"702\" \/> <em>Mike McGuire and family, making interviews interesting!<\/em>[\/caption]\r\n\r\n<h4>What has been your biggest challenge of working from home? Biggest reward?<\/h4>\r\n<p><strong>Mike<\/strong>: The biggest challenge is the long hours on Zoom. The biggest reward is getting to have breakfast and dinner with my kids. I saw my son\u2019s first steps, which I would have missed if I was in the office.<\/p>\r\n<p><strong>Ryan<\/strong>: The challenges have been plentiful, to say the least. However, the biggest has been trying to give my responsibilities equal attention: caring for my family and performing effectively at work. On the flip side, the biggest reward is easily spending all this extra time with my kids. Though it sometimes comes at the cost of my own productivity, this, oddly enough, is a certain kind of joy I would have never known without COVID.\u00a0<\/p>\r\n<p><strong>Margie<\/strong>: The biggest challenge is having a place to work that is functional while being totally separate from my daughter. I have to be mindful of how loudly I talk when she is napping right next to where I am working. The biggest reward is also hearing her in the other room and understanding what her mood is like. I do also enjoy being able to do things like a load of laundry in between calls. It\u2019s nice to have the ability to multi-task some things while at home rather than have to do it when I would get home from work otherwise.<\/p>\r\n<p><img class=\"alignnone wp-image-12191 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-1-225x300.jpg\" alt=\"Margie Hollister outside with her daughter Georgia\" width=\"225\" height=\"300\" \/> <img class=\"alignnone size-full wp-image-12185\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Margie-2.jpg\" alt=\"Georgia playing on Margie's laptop\" width=\"227\" height=\"240\" \/><\/p>\r\n<p><em>Margie Hollister and her daughter Georgia enjoy working from home and the great outdoors.<\/em><\/p>\r\n<h4>How has your team supported you as a working parent? For those who manage people, how are you supporting the parents on your team?<\/h4>\r\n<p><strong>Krishna<\/strong>: My team has been very understanding and I would say, in general, the entire company has been very empathetic about all the challenges related to this pandemic\u2014childcare being one of them. I\u2019ve asked my leaders to speak to people individually and ask what accommodations we can make to help make our employees' lives a little easier. Expecting 100% efficiency when we are staying home and also taking care of kids is not realistic, and we were honest and up-front about this with our team.<\/p>\r\n<p><strong>Grace<\/strong>: My team is always willing to help when I have to reassign work that I couldn\u2019t get done during my work hours. Every time I meet my manager, he asks how my family is doing and how I feel about work. It\u2019s motivating and mentally relieving to know that my manager cares about my well-being.<\/p>\r\n<p><strong>Ryan<\/strong>: The team has been great. Both managers and peers have been supportive of my situation and accommodating to my hours of availability and workloads. I\u2019m grateful that Iterable has taken such a realistic approach to work-life balance during these times.<\/p>\r\n\r\n[caption id=\"attachment_12173\" align=\"alignnone\" width=\"470\"]<img class=\"wp-image-12173 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Ryan-Brelje.jpg\" alt=\"Ryan Brelje at his standing desk with his daughter strapped to his chest\" width=\"470\" height=\"626\" \/> <em>Ryan Brelje takes the standing desk to new heights with his daughter.<\/em>[\/caption]\r\n\r\n<h4>For those who have taken parental leave while working at Iterable, please describe your experience.<\/h4>\r\n<h5>(How long was your leave? How did you prepare before taking leave, and how was transitioning back to full-time work? Any advice to parents about to take leave?)<\/h5>\r\n<p><strong>Mike<\/strong>: I am taking four weeks of parental leave in February. Iterable has been incredibly supportive and what has been most heartwarming is the outpouring of support from people across the business. Almost everyone has asked how and if they can support my team while I am away. I am so grateful to be able to spend this important time with my family.<\/p>\r\n<p><strong>Ryan<\/strong>: I\u2019ve taken paternity leave twice during my time at Iterable. Both times were great\u2014I took six weeks off after the birth of my kids, and sprinkled the remaining six weeks throughout the rest of the calendar year. I worked closely with my manager to turn down my workload as I drew nearer to my respective due dates to ensure that major projects weren\u2019t at risk of incompletion in my absences. The transitions back are difficult, but manageable. Take it slow, and be communicative of your needs to your managers and teams. They WILL support you!<\/p>\r\n<p><strong>Krishna<\/strong>: I took about two months off for paternity leave, and I took this time off about nine months after the birth of my second kid. My wife took time off when our son was born and we had some family members help out during that time, so I put off my paternity leave for a later point when I knew I could be more helpful. Staggering our parental leave between my wife and me was very helpful for us.<\/p>\r\n\r\n[caption id=\"attachment_12149\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-12149 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Image-from-iOS-scaled.jpg\" alt=\"Krisha Reddy and family during bath time\" width=\"2560\" height=\"1920\" \/> <em>Krishna Reddy balances bath time and beer time with his family.<\/em>[\/caption]\r\n\r\n<h4>Let\u2019s talk about Balance. How do you spend your Balance Days? What activities do you enjoy most to de-stress\u2014with and without your kids?<\/h4>\r\n<p><strong>Sanam<\/strong>: Balance Days have been invaluable to me and my family! Just introducing the concept to my kids has been helpful to create the space and dialogue about creating balance in one\u2019s life. We spend those days outdoors and usually hiking a new trail in the Bay Area creating memories together. We plan those days in advance with each one of us getting to plan a part of what we want to do that day, and everyone looks forward to it each month.\u00a0<\/p>\r\n<p><strong>Margie<\/strong>: If possible, I get out for a nice long walk with my dog at Chrissy Field or somewhere local to clear my mind. I usually have childcare on Balance Days, so it is a great way for me to catch up and get to do something for myself. Balance Days are definitely a unique day, different from the weekend for me. They are extra special and a really wonderful benefit for parents.<\/p>\r\n<p><strong>Mike<\/strong>: We go on walks! There\u2019s a forest nearby that my daughter calls \u201cThe Fairy Forest\u201d and we go exploring there. It\u2019s great to be away from technology and out in the fresh air.<\/p>\r\n\r\n[caption id=\"attachment_12155\" align=\"alignnone\" width=\"919\"]<img class=\"wp-image-12155 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_6360-919x1024.jpg\" alt=\"Mike McGuire and kids explore the Fairy Forest\" width=\"919\" height=\"1024\" \/> <em>Mike's children exploring the \"Fairy Forest.\"<\/em>[\/caption]\r\n\r\n<h4>What\u2019s your advice to working parents who struggle with Balance in their lives?<\/h4>\r\n<p><strong>Sanam<\/strong>: Don\u2019t forget to be kind to yourself when you invariably want to judge your parenting success in that moment or that day. A few months into the pandemic, I apologized to my kids because I was frustrated that I had to be in my office all day with only being able to come out at lunchtime to see them. My daughter said, \u201cThat\u2019s okay, Mommy, we like this better because we know that if we need you, you are always there and we can just come in. And now we have lunchtime together every day.\u201d I realized that to my 7-year-old twins, they felt like they had more access to me anytime. So while I was busy berating myself for a parenting failure of not being \u201cthere,\u201d my kids felt like I was even more there than before.<\/p>\r\n<p><strong>Margie<\/strong>: I think finding something that you can do each day that you look forward to with your kids is important. Right now, I enjoy bath time because she is contained, she has fun, and we can focus on each other. I have also explored meditation and mindfulness since COVID and found it to really relieve stress and stay focused in moments that matter. The Zenit group at Iterable helped me start and explore the practice. It's been another wonderful benefit.<\/p>\r\n<p><strong>Grace<\/strong>: For the most part, some of us are also struggling to stay balanced, so you\u2019re not alone. If you get time, even if it\u2019s ten minutes of quiet, take that time for yourself\u2014you deserve it.<\/p>\r\n\r\n[caption id=\"attachment_12161\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-12161 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/IMG_2842-1024x819.jpg\" alt=\"Grace Kiburi and her two children\" width=\"1024\" height=\"819\" \/> <em>Grace Kiburi\u2019s all smiles with her two children.<\/em>[\/caption]\r\n\r\n<h4>What\u2019s something we didn\u2019t ask you that you really want readers to know about being a working parent during a pandemic?<\/h4>\r\n<p><strong>Krishna<\/strong>: Don\u2019t be hard on yourself. These are unprecedented times. Maybe lower your standards a bit. We are all in this together, so share your experiences with others, and hopefully, we can all support each other during these times.\u00a0<\/p>\r\n<p><strong>Ryan<\/strong>: A pandemic with kids is 100% a different experience than a pandemic without them. We have to worry on behalf of our children, we have to ensure we can foster an environment of normalcy and stability even though it\u2019s not actually guaranteed\u2014we have to put them first even though we might be struggling. We chose this life, so I\u2019m not asking for sympathy\u2014just recognize that there are differences about this experience that some just won\u2019t truly understand.<\/p>\r\n<p><strong>Sanam<\/strong>: For me, being a mom during the pandemic has been finding and balancing a new sense of normal for my family between my work, the kids\u2019 full distance-learning model and our lives. It\u2019s hard some days and easier others. I learned early on that what worked best for me and the kids was to create combined workspaces so we can feel connected together even when we were engrossed in our own work.<\/p>\r\n\r\n[caption id=\"attachment_12167\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-12167 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Parenting-Sanam-Saaber.png\" alt=\"Sanam Saaber working from home with her kids\" width=\"936\" height=\"702\" \/> <em>\u201cOne weekend we decided to create quadrants in Mommy\u2019s office for each kid and even a spot for our dog. It\u2019s not perfect, and every day is a juggle, but it works for us\u201d ~ Sanam Saaber<\/em>[\/caption]\r\n\r\n<h3>Parents: We Have Your Back<\/h3>\r\n<p>While phrases like \u201cyou\u2019re not alone\u201d and \u201cwe\u2019re in this together\u201d may just seem like platitudes, time and again the parents at Iterable have expressed that having support is paramount to their success. After all, this is the first pandemic we\u2019re experiencing\u2014all of us\u2014and we\u2019re just learning as we\u2019re going. No one should be striving for perfection right now, and parents especially deserve grace (and some much-needed me-time!).<br \/>\r\n\u00a0<br \/>\r\nUltimately, taking care of kids can be enormously challenging, no matter the circumstances, but if the businesses of today can alleviate the burden and help carry the load, working parents\u2014and the generation they\u2019re raising\u2014will be much better for it.<\/p>\r\n<p><em>To learn more about Iterable's company culture and benefits, please visit our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Culture page<\/a>.<\/em><\/p>","post_title":"Parenting During a Pandemic:\u00a0WFH With Kids at Iterable","post_excerpt":"We interviewed Iterable parents, at all levels and across the organization, to understand how they\u2019re adapting to parenting while working from home.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"parenting-during-pandemic","to_ping":"","pinged":"","post_modified":"2021-02-08 08:29:59","post_modified_gmt":"2021-02-08 16:29:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12136","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 08, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020421_Parenting-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/"},{"ID":12113,"post_author":"7","post_date":"2021-02-04 08:51:40","post_date_gmt":"2021-02-04 16:51:40","post_content":"<p>Despite the ongoing effects of the pandemic, what gives us hope is how brands remain undeterred in their mission to improve their customer experiences.<\/p>\r\n<p>This year, B2C marketers plan to <a href=\"https:\/\/www.marketingcharts.com\/customer-centric\/customer-experience-115956\" target=\"_blank\" rel=\"noopener\">increase their marketing budget by more than 25%<\/a> to continue investing in innovative technologies, such as modern marketing automation platforms that harness the power of email marketing to influence consumer spending.<\/p>\r\n<p>But they must use their allocated resources wisely. Fortunately, you don't necessarily need a huge budget to create head-turning campaigns. With some design inspiration (and <a href=\"https:\/\/iterable.com\/blog\/test-smarter-email-experiments\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>), you can boost engagement and drive <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">customer loyalty<\/a> during these unpredictable times.<\/p>\r\n<p>Thanks to the following examples from <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>, you'll find a curated list of eight email design trends to get your creative juices flowing.<\/p>\r\n<p>(And for those keeping track at home, yes, while these emails may not have been created this year, we believe that these are the design trends that are sure to persist in 2021.)<\/p>\r\n<p>Let\u2019s dive right in!<\/p>\r\n<h3>8 Email Design Trends to Inspire You in 2021<\/h3>\r\n<h4>1. Clean, Simple Design<\/h4>\r\n<p><a href=\"https:\/\/www.thenueco.com\/\" target=\"_blank\" rel=\"noopener\">The Nue Co.<\/a> believes in providing customers with clean, preservatives-free products, and this philosophy is reflected in this campaign.<\/p>\r\n<p>The judicious use of white space, crisp lines and neutral colors exude sophistication without distracting the reader from the core message.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick.png\" alt=\"The Nue Co - How to travel smarter\" width=\"680\" height=\"2332\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-to-travel-smarter-not-get-sick\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, a mindfulness and meditation app, uses alternating visuals and text and soothing colors to create a relaxing effect for its sleep-challenged reader.<\/p>\r\n<p>The images help the reader visualize a good night's rest while the instructor's bio lends credibility to the course and encourages the reader to sign up.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus.png\" alt=\"Calm - Better Sleep Masterclass\" width=\"680\" height=\"3550\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-calm-masterclass-better-sleep-with-dr-breus\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>2. A Pop of Color<\/h4>\r\n<p><a href=\"https:\/\/www.airbnb.com\/\" target=\"_blank\" rel=\"noopener\">Airbnb\u2019s<\/a> brand personality is typically more subdued, but this thank you campaign proves that a splash of color can liven up a message without losing brand identity.<\/p>\r\n<p>The attention-grabbing rainbow award card inspires joy, happiness and gratitude without overstimulating the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way.png\" alt=\"Airbnb - Best Host Award\" width=\"680\" height=\"2250\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/-your-card-to-ryn-is-on-the-way\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.youneedabudget.com\/\" target=\"_blank\" rel=\"noopener\">You Need A Budget (YNAB)<\/a> is personal budgeting software that makes financial planning less intimidating and more fun with its use of color.<\/p>\r\n<p>While the soft purple background makes the message stand out, the blue sky arouses a sense of peace and security, both of which can be achieved through careful money management.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget.png\" alt=\"YNAB - Illustration email design trends\" width=\"680\" height=\"1271\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-this-for-your-ynab-budget\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Bold Typography\u00a0\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin'<\/a> uses a bright, sans-serif headline in this coronavirus-related email to maintain its brand identity and provide maximum readability for the reader.<\/p>\r\n<p>The message about health protocols and safeguards ensures people's safety, which helps earn the reader's trust.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing.png\" alt=\"Dunkin' - Stayin' Safe\" width=\"680\" height=\"1813\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/enhanced-health-safety-what-were-doing\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.outdoorvoices.com\/\" target=\"_blank\" rel=\"noopener\">Outdoor Voices<\/a> uses its, well, outdoor voice to get people to shop for a charitable cause.<\/p>\r\n<p>The big, blue headline provides excellent readability across multiple devices and also evokes feelings of selflessness in the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/an-email-for-a-great-cause.png\" alt=\"Outdoor Voices - Doing Good Things\" width=\"680\" height=\"1958\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/an-email-for-a-great-cause\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Playful Shapes<\/h4>\r\n<p>Delightful messages come in all shapes and sizes, and Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> announcement campaign is one of them.<\/p>\r\n<p>The animated, colorful shapes are strategically placed to highlight the message, and the reader can\u2019t help but take action to learn more about the upcoming virtual event (or at least we hope so!).<\/p>\r\n<p><strong><a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">Save your seat<\/a> for this can\u2019t-miss event.\u00a0<\/strong><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone\" src=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/AL_General_Hero_2x.gif\" alt=\"\" width=\"1200\" height=\"640\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone wp-image-12130 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-04-at-8.40.07-AM.png\" alt=\"Email design trends - Iterable Activate Live announcement\" width=\"1000\" height=\"647\" \/><\/a><\/p>\r\n<p><a href=\"https:\/\/www.bludot.com\/\" target=\"_blank\" rel=\"noopener\">Blu Dot<\/a>, a contemporary furniture shop, understands that ottomans aren\u2019t just for storing extra blankets.<\/p>\r\n<p>To highlight their versatility, they arrange them in fun, playful ways with the help of models to inspire the reader to purchase this multifunctional item for their home.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/playful-geometry.png\" alt=\"Blu Dot - Playful Geometry\" width=\"680\" height=\"4327\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/playful-geometry\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>5. S-Curve Layout\u00a0<\/h4>\r\n<p><a href=\"https:\/\/www.livefeather.com\/\" target=\"_blank\" rel=\"noopener\">Feather<\/a>, a provider of furniture rentals, strays from the standard one-column layout to create a modular or \u201cS-curve\u201d design.<\/p>\r\n<p>Its use of negative space helps distinguish the modules and the featured items, and the descriptions invite the reader to mull over the details before deciding which pieces they want to rent.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs.png\" alt=\"Feather - S-curve email design trends\" width=\"680\" height=\"2718\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/bring-your-home-to-life-with-new-feather-furniture-designs\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>U.K. home improvement and DIY retailer, <a href=\"https:\/\/www.diy.com\/departments\/painting-decorating\/paint-wood-treatments\/interior-emulsion-paint\/DIY1620272.cat\" target=\"_blank\" rel=\"noopener\">B&amp;Q<\/a>, delivers an email campaign with a sleek, modular look that\u2019s hard to ignore. Each block literally paints a picture of how the featured shades, ranging from white to bright turquoise, can transform someone\u2019s walls.<\/p>\r\n<p>Overall, the layout, minimal use of bright color, and clear CTAs make this message compelling for the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range.png\" alt=\"B&amp;Q - Introducing GoodHome Paint\" width=\"680\" height=\"3817\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/discover-our-brilliant-new-paint-range\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>6. Action-Based Animations\u00a0<\/h4>\r\n<p>In this re-engagement campaign, project management app <a href=\"https:\/\/asana.com\/\" target=\"_blank\" rel=\"noopener\">Asana<\/a> uses an animated running figure to convey speed and agility, both of which are essential to completing a project on time.<\/p>\r\n<p>Aside from bringing life to this message, this animation also creates a sense of urgency for the reader and prompts them to take immediate action.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"664\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/since-youve-been-gone.png\" alt=\"Asana - Get up to speed\" width=\"664\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/since-youve-been-gone\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Online dating app <a href=\"https:\/\/tinder.com\/?lang=en\" target=\"_blank\" rel=\"noopener\">Tinder<\/a> uses animations in this onboarding campaign to educate a new member about its services, and each animation represents a different action.<\/p>\r\n<p>Whether it\u2019s inviting the reader to upload a picture, set preferences or enable notifications, the message is clear: The sooner they complete their profile, the sooner they can starting swiping and connecting.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"512\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/this-is-how-you-tinder.png\" alt=\"Tinder Like a Pro\" width=\"512\" height=\"1080\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-how-you-tinder\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>7. Value-Illuminating Illustrations<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/seatgeek\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a> often uses illustrations to add an element of storytelling to its messages.<\/p>\r\n<p>In the example below, the marching band, magnifying glass and stadium highlight the main benefits of using its ticketing service, which include getting the best deals on live music and events from one source.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address.png\" alt=\"SeatGeek - Welcome Email Design Trends\" width=\"680\" height=\"1746\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-seatgeek-please-verify-your-email-address\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/aspiration\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a>, a socially-conscious digital banking alternative to traditional financial institutions, makes this campaign warm and inviting by including a benefits-driven message and a relevant illustration to match. The mountain background on the credit card illustration depicts \"your chance to reach the pinnacle of bank accounts.\"<\/p>\r\n<p>While the image adds a touch of lightheartedness,\u00a0 the message instills a sense of purpose for the reader, enticing them to sign up and \"do good at the same time.\"<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation.png\" alt=\"Here it is: Your Aspiration invitation\" width=\"680\" height=\"2349\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/here-it-is-your-aspiration-invitation\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>8. Back in Black<\/h4>\r\n<p>Whether you're a designer creating beautiful prototypes or an engineer building a chatbot via an API, <a href=\"https:\/\/marvelapp.com\/\" target=\"_blank\" rel=\"noopener\">Marvel<\/a> (not associated with Marvel comics) has you covered.<\/p>\r\n<p>Thanks to stay-at-home orders during the pandemic, the average screen time has increased dramatically, and dark-designed emails can provide some much-needed relief while engaging the reader.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api.png\" alt=\"Marvel - Dark email design trends\" width=\"680\" height=\"2486\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/create-tools-and-integrations-with-the-marvel-api\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.harrys.com\/en\/us\" target=\"_blank\" rel=\"noopener\">Harry's<\/a> knows how to highlight its product in razor-sharp focus. Its dark design creates a sophisticated look that appeals to its target audience.<\/p>\r\n<p>It's important to note that users don't need to have <a href=\"https:\/\/iterable.com\/blog\/email-design-trends-2020\/\" target=\"_blank\" rel=\"noopener\">dark mode<\/a> enabled to recognize the benefits of a dark color palette. Not only can it help reduce eye strain, but it can also offer unique depth and dimensionality that stands out in the inbox.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\"><img src=\"https:\/\/files.reallygoodemails.com\/emails\/back-in-black-harrys.png\" alt=\"Harry's - Back in Black email design trends\" width=\"680\" height=\"2302\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/back-in-black-harrys\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h3>Closing Thoughts<\/h3>\r\n<p>As you go about this year, think about how you might incorporate some of these email design trends into your campaigns. What speaks to your business\u2014is it minimalism? Bold typography? Bright, colorful shapes? Whatever you choose, make sure it not only aligns with your brand personality, but also delivers value to every customer.<\/p>\r\n<p><em>Want to give your email marketing a makeover? Reach out and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"Watch Out For These 8 Email Design Trends in 2021","post_excerpt":"Looking to bring that wow-factor to your campaigns? Here are eight email design trends to get your creative juices flowing this year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"8-email-design-trends-2021","to_ping":"","pinged":"","post_modified":"2021-02-04 08:51:40","post_modified_gmt":"2021-02-04 16:51:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12113","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 04, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of 8 email design trends in 2021\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/020321_2021-Email-Design-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/"},{"ID":12069,"post_author":"7","post_date":"2021-02-02 13:12:43","post_date_gmt":"2021-02-02 21:12:43","post_content":"<p>Does your email marketing plan include a strategy for Black History Month?<\/p>\r\n<p>For many brands, this month-long celebration of African American history and achievement has been approached like many other holidays\u2014as a checkmark on the annual, recurring marketing playlist.<\/p>\r\n<p>But as we know, 2020 was a year of immense\u2014and in some cases, abrupt\u2014change, widely marked by the coronavirus pandemic and the rise of momentum for the Black Lives Matter movement.<\/p>\r\n<p>The rise in social advocacy (a result of greater awareness from increased mobile use during stay-at-home orders) had a direct impact on a major milestone for Americans: the election of Kamala Harris as Vice President of the United States\u2014the first woman and person of Black and South Asian descent to serve in the position.<\/p>\r\n<p>These events, and others around the world, have raised the profile of the Black experience worldwide and affected how brands use their marketing messages to show solidarity or affinity with a wider audience.<\/p>\r\n<p>And this brings us to today\u2019s topic (and a powerful symbol for social justice): Black History Month.<\/p>\r\n<h3>Marketing During Black History Month<\/h3>\r\n<p>Recognizing Black History Month in email campaigns shows your Black customers that you see, value and honor them, especially if you want to expand your customer base to include a more diverse audience.<\/p>\r\n<p>What do your buyer personas tell you about the racial or ethnic makeup of your customers? What about your company? Although <a href=\"https:\/\/datausa.io\/profile\/soc\/marketing-sales-managers\" target=\"_blank\" rel=\"noopener\">U.S. marketing teams are more diverse than in other countries<\/a>, they're still predominantly white.<\/p>\r\n<p>This move to inclusivity is something consumers are asking for\u2014and acting on\u2014in greater numbers today as <a href=\"https:\/\/www.advertisingweek360.com\/consumers-can-see-through-surface-level-\" target=\"_blank\" rel=\"noopener\">more consumers look to do business with brands that align with their values<\/a>.<\/p>\r\n<p>A 2019 Google study found <a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/management-and-culture\/diversity-and-inclusion\/thought-leadership-marketing-diversity-inclusion\/\" target=\"_blank\" rel=\"noopener\">64% of all consumers acted on a brand after seeing an ad they considered diverse or inclusive<\/a>. The percentages were even higher among specific consumer groups: Latinx+ (85%), Black (79%), Asian\/Pacific Islander (79%), LGBTQ (85%), Millennial (77%), and teens (76%).<\/p>\r\n<p>Another benefit? Black History Month content in a campaign email can also expose other segments of your customer audience to material they might not see in other email campaigns.<\/p>\r\n<p>With the right intention, and tools, you can launch a Black History Month campaign that resonates with your customers, while helping your brand to win a larger share of a diverse audience.<\/p>\r\n<p>So where do you start?<\/p>\r\n<h3>3 Tips to Build a Black History Month Campaign<\/h3>\r\n<p>When developing cause-based campaigns, think of them as alliances with the cause\u2014whether it's Black History Month, International Women's Day, or support for specific communities, like the LGBTQIA community\u2014rather than events to co-opt for an email campaign.<\/p>\r\n<p>That means your company should have skin in the game first\u2014a commitment to diversity in recruiting and hiring, monetary contributions to relevant causes, active support through volunteering or direct connections with community advocates and the like\u2014to back up the support your email campaigns express.<\/p>\r\n<p>Otherwise, your campaigns can venture perilously close to <a href=\"https:\/\/forge.medium.com\/performative-allyship-is-deadly-c900645d9f1f\" target=\"_blank\" rel=\"noopener\">performative allyship<\/a>\u2014in which a person or company publicly espouses values to look good without backing them up in private.<\/p>\r\n<p>The ideas and email examples that follow can help you do the groundwork ahead of time to create the conditions that lead to a successful alliance with Black History Month.<\/p>\r\n<h4>1. Collaborate with your employees and customer community<\/h4>\r\n<p>Reach out within your own ranks. Begin with your Black team members and employee resource groups and ask them for content ideas and advice. Seek out members of your user groups or look for influencers in your social media circles whom you could introduce to your wider audience via email.<\/p>\r\n<p>Michaels, the U.S.-based arts and crafts retailer, featured African American designers on its creative staff and crafters from its social media community in a recent email campaign centered on Black History Month.<\/p>\r\n<p>\"A major part of avoiding missteps is being authentic in anything you do,\" Davette Angelo, a Michaels merchandising product manager, told <a href=\"https:\/\/www.usnews.com\/news\/us\/articles\/2020-02-25\/more-companies-get-into-businesses-of-black-history-month\" target=\"_blank\" rel=\"noopener\">U.S. News and World Report<\/a> in describing how the retailer tapped its company-wide employee resource group to build a collection of products related to Black History Month. According to Angelo, he and designer Sharae Averhart \"pulled on our experiences and backgrounds to put this collection together.\"<\/p>\r\n<h4>2. Turn your community into the hero of your story<\/h4>\r\n<p>Does your company support causes, charities or initiatives that benefit racial justice groups? Talk about those in your email content, but put the spotlight on the people who run the communities before mentioning your contributions.<\/p>\r\n<h4>3. Make Black History Month the jumping-off point for permanent change<\/h4>\r\n<p>The always-on nature of marketing makes it easy to move from one campaign theme to the next. Don't go back to business as usual when the calendar flips over to March 1. Incorporate your Black History Month campaign work into your messaging all year long, and use it to drive corporate change if needed:<\/p>\r\n<ul>\r\n\t<li>Continue to choose images that represent as wide a range of your customers as possible for all of your campaigns and including diverse viewpoints in content.<\/li>\r\n\t<li>Maintain the conversations you started about diversity and inclusion.<\/li>\r\n\t<li>Commit time, money and effort to diversifying your marketing team and respecting multiple viewpoints.<\/li>\r\n<\/ul>\r\n<p>If it sounds as if your work to create authentic email messaging for Black History Month will end up transforming your marketing program, you\u2019ll likely have to forge new alliances in areas you don\u2019t control. But this work is necessary to include the points of view of people of color and to create authentic messages that appeal to the audiences you want to attract.<\/p>\r\n<h3>Email Examples<\/h3>\r\n<p>Target stands out among big-box retailers for its \"<a href=\"https:\/\/corporate.target.com\/article\/2020\/01\/black-history-month\" target=\"_blank\" rel=\"noopener\">Black Beyond Measure<\/a>\" commitment to support Black-owned businesses and diversity of models in age, gender, size and ethnic heritage across its advertising across channels.<\/p>\r\n<p>The email below is an example of how Target weaves its Black History Month message into regular promotions throughout February.<\/p>\r\n\r\n[caption id=\"attachment_12088\" align=\"alignnone\" width=\"524\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\"><img class=\"wp-image-12088 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.46.38-PM.png\" alt=\"Target: Support Black-owned brands\" width=\"524\" height=\"1406\" \/><\/a> <em>Target emails regularly feature a diverse selection of models all year long, but the company focuses on its Black Beyond Measure program during Black History Month. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/1cd7f954-decd-6aa1-6bd3-b4a2d5276529\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Etsy, the online arts and crafts marketplace, spotlights African American makers and their creations as part of its Black History Month celebration.<\/p>\r\n\r\n[caption id=\"attachment_12082\" align=\"alignnone\" width=\"526\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\"><img class=\"wp-image-12082 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.39.39-PM.png\" alt=\"Etsy: Celebrate Black History Month\" width=\"526\" height=\"1366\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/2ec6d958-a964-fc3e-d0f3-d47513f66d14\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>If your company isn't in a position to do a full Black History Month alliance, you can still promote visibility and inclusion with your images, as Saks Fifth Avenue does with its Valentine's Day promotion below.<\/p>\r\n\r\n[caption id=\"attachment_12095\" align=\"alignnone\" width=\"392\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\"><img class=\"wp-image-12095 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-02-at-12.54.04-PM.png\" alt=\"Saks Fifth Avenue: The February Style Agenda\" width=\"392\" height=\"1404\" \/><\/a> <em>Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/b310eead-6065-9873-1fd1-7c13883bda99\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Michaels' Black History Month email campaign combines multiple elements into a compelling call for diversity in the maker community, including a commitment to earmark proceeds from its special collection to a fund for racial equity, spotlights on employees who created the products and images from social media influencers in its user community.<\/p>\r\n\r\n[caption id=\"attachment_12076\" align=\"alignnone\" width=\"372\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\"><img class=\"wp-image-12076 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/Screen-Shot-2021-02-01-at-8.31.27-PM.png\" alt=\"Michaels: DIY inspiration for celebrating Black History Month\" width=\"372\" height=\"1266\" \/><\/a> <em>The images in Michaels' emails generally focus on the products rather than the people who use them, but when they do feature models or influencers, the company includes a wide range of makers. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/349d288d-e532-ed45-a9fd-13f8f055a5f7\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>To be successful with your Black History Month campaigns, you need a goal, a strategy and the right execution. Beyond merely driving sales, your initiative can work to help you connect with segments of your audience that your company might be inadvertently underserving or reach out to a new market group that had not previously been included in your buyer personas.<\/p>\r\n<p>You also can begin to affect real change within your company to diversify your workplace, bring in fresh perspectives and create more effective messaging. These changes will find their way into your marketing messages all year long, something that will be essential to retaining the customers who were attracted by your initial Black History Month content.<\/p>\r\n<h3>Dear Brands<\/h3>\r\n<p>Now that we\u2019ve seen some amazing examples of brands taking this messaging home in an authentic way, an important question remains: what should we do now?<\/p>\r\n<p><strong>First, educate yourself.<\/strong> Sure, you\u2019ve been inspired by some incredible examples of inclusive marketing, but before diving into the execution of your Black History Month marketing, make sure you know the history of the month. The <a href=\"https:\/\/asalh.org\/\" target=\"_blank\" rel=\"noopener\">Association for the Study of African American Life and History (ASALH\u24c7)<\/a> can be a great place to start.<\/p>\r\n<p><strong>Next, create.<\/strong> Design your campaigns in a way that spotlights Black customers, empowers Black community members, and signals your brands\u2019 social awareness and support. Marketing is a powerful tool with which to communicate solidarity.<\/p>\r\n<p><strong>And, finally, pause.<\/strong> As with all things in marketing, approach your Black History Month campaigns with authenticity and intention. Avoid highlighting Black people in your campaigns if you have not showcased your diversity year-round. That being said, if your brand is committed to advocacy around the clock, Black History Month is a great time to highlight your dedication.<\/p>\r\n<h3>So, Should You Focus a Campaign on Black History Month?<\/h3>\r\n<p>Yes! If your company is committed to shedding light on the Black experience and empowering the Black community outside of February, you should be planning a Black History Month campaign. What better way to magnify your message than during a month of celebration?<\/p>\r\n<p>But remember, answering this question is tricky because recognizing Black History Month isn't like adding shamrocks to a <a href=\"https:\/\/iterable.com\/blog\/st-patricks-day-holiday-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">St. Patrick's Day<\/a> campaign email. It touches on issues of race, identity, community and authenticity.<\/p>\r\n<p>As marketers, we know that connecting with customers takes time and resources. But we commit to this challenge\u2014to finding out who they are, how they see the world, what they value, what they want to hear\u2014because that\u2019s how we grow! By prioritizing inclusivity, equity and diversity, the campaigns you build will be more authentic, informed and, ultimately, successful.<\/p>","post_title":"Honoring Black History Month: 3 Email Strategies for Authenticity","post_excerpt":"With authenticity and intention, you can launch a Black History Month email marketing campaign that resonates with your customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"honoring-black-history-month-3-email-strategies","to_ping":"","pinged":"","post_modified":"2021-02-02 13:22:46","post_modified_gmt":"2021-02-02 21:22:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=12069","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/012721_Black-History-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black History Month header image\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/012721_Black-History-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/012721_Black-History-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/02\/012721_Black-History-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/"},{"ID":11961,"post_author":"7","post_date":"2021-01-28 07:41:27","post_date_gmt":"2021-01-28 15:41:27","post_content":"<p>Personalization. You know you <em>need<\/em> to do it, but you just need to know <em>how<\/em>\u2014in a way that\u2019s both effective and efficient. The good news? You are certainly not alone.<\/p>\r\n<p>In our latest installment of \u201c<a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-rebecca-chow-on-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ask an Iterator<\/a>,\u201d we ask Garin Hobbs, Principal Product Marketing Manager, Market Insights, about his most frequently asked questions from marketers when it comes to personalization.<\/p>\r\n<h3>Ask an Iterator: Garin Hobbs<\/h3>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/garin-hobbs-942b243\/\"><img class=\"alignnone wp-image-11963 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Garin-Hobbs-300x300.jpeg\" alt=\"Garin Hobbs headshot\" width=\"300\" height=\"300\" \/><\/a><\/p>\r\n<p>With 20 years of experience spanning across ESPs, agencies and technology providers, Garin is recognized for helping grow the email marketing industry, launch new technologies and develop the strategies and thought leadership to support them. Garin has worked to deliver meaningful improvements in consumer experience and program revenue for brands, such as Gap, Starbucks, Western Union, Bank of America, United Airlines, and Hilton Hotels.<\/p>\r\n<p>In the past three years, Garin has spanned across the Iterable organization, managing everything from strategic sales, to deal strategy, to go-to-market enablement. In all roles, however, he has specialized in market insights, educating folks on the marketing landscape and what\u2019s truly important to consumer brands.<\/p>\r\n<p>Garin is here to share his expertise on all things personalization, so let\u2019s get right to it!<\/p>\r\n<h4>What are the first steps to getting started with personalization?<\/h4>\r\n<p>I like to start my consultations by asking marketers 4 questions:<\/p>\r\n<ol>\r\n\t<li>What type of relationship do you have with your customers?<\/li>\r\n\t<li>What type of relationship do you want to have with your customers?<\/li>\r\n\t<li>What type of relationship do your customers want, need and expect from you?<\/li>\r\n\t<li>What will it take to deliver that relationship?<\/li>\r\n<\/ol>\r\n<p>Before you move forward with any personalization strategy, consciously decide that it\u2019s necessary for your business and make a firm commitment to do it. This may sound obvious but from the CMO down to the campaign specialists, everyone must be on board, involved and on the same page.<\/p>\r\n<p>Then, decide how you want to leverage personalization\u2014whether transactionally (to drive product), cosmetically (to drive content) or contextually (to drive relationship). There\u2019s no one right answer here, but your approach will determine what data you need\u00a0to deliver.<\/p>\r\n<p>We recommend using four types of data to build dynamic content: user attributes, event data, external data and metadata. You can check out our latest <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook<\/a> to learn more about each in detail.<\/p>\r\n<p>Start small and scale up through each level of our <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>, and most importantly, stay the course. The performance and value of personalization should be measured with a long yardstick (ultimately, customer lifetime value or LTV), rather than on a campaign-by-campaign basis.<\/p>\r\n<h4>How can I personalize a welcome series without a lot of new customer data?<\/h4>\r\n<p>I recommend leveraging progressive profiling in the post-sign-up (simple email sign-up or account creation) workflow.\u00a0 This will allow you to better understand individual profiles, needs and preferences but also the context driving them, and begin personalizing much earlier on in the engagement.\u00a0\u00a0<\/p>\r\n<p>It is important that the questions be casually presented (but in a way that is authentic to your brand\u2019s voice) to ensure that respondents answer honestly and accurately. This data should be utilized in conjunction with future behavioral data for richer context in driving engagement or conversions.<\/p>\r\n<h4>Should I reference someone\u2019s abandoned cart in emails outside a cart abandon campaign?<\/h4>\r\n<p>I really like this idea, as it's similar to embedding loyalty status in all communications, which performs really well. However, loyalty status is a rather passive data point, and the implied CTA of an abandoned cart is more explicit\/aggressive, so there are some critical factors to consider, such as frequency, cadence, profile targeting, purchase history, historical AOV, time since last visit, time since last open\/click, etc.\u00a0\u00a0<\/p>\r\n<p>There is an incredibly wide and diverse spectrum of reasons behind abandoned carts: available funds, shipping times and costs, added tax, necessity (wanted vs. needed), gifting, changed my mind, was distracted and forgot, etc.\u00a0 Sending persistent abandoned cart reminders to someone who simply can\u2019t afford an item can risk seeming insensitive, so I recommend building a target profile for this use case.\u00a0\u00a0<\/p>\r\n<p>It would be interesting to test to find if frequent customers convert higher than first-time buyers or if conversions decline after subsequent messages. The success of any workflow is a robust and ongoing experimentation strategy.<\/p>\r\n<h4>How should I coordinate cross-channel messaging?<\/h4>\r\n<p>If your brand has a mobile app, you can install our SDK, for instance, to collect behavioral data that can be used to personalize messaging in other channels, such as mobile push and in-app notifications.\u00a0 Additionally, if a user uninstalls the app, the SDK can automatically trigger a retention workflow via email.\u00a0<\/p>\r\n<p>I also recommend that brands consider web push as a potential channel, due to its more \u201cinstantaneous\u201d nature (email and in-app messages lay waiting to be read by the recipient).\u00a0 Many messages are time-sensitive and push channels are great for creating and inspiring \u201cin the moment\u201d engagements.\u00a0<\/p>\r\n<p>However, different personalities are predisposed to engage and interact on different channels.\u00a0 Some prefer email, some prefer push, and some prefer to engage via apps. Often a single experience can meander across channels as consumers move from device to device (open an email on mobile, but shop on desktop). It's important that you match the medium to the message and create an engagement ecosystem that is considerate of different tasks and customer types.<\/p>\r\n<h4>How should I be using SMS personalization for e-commerce?<\/h4>\r\n<p>SMS is an undervalued and underutilized channel for many brands, but it also carries the risk of misuse.\u00a0\u00a0<\/p>\r\n<p>In my opinion, there are three golden rules for e-commerce SMS messaging:<\/p>\r\n<ol>\r\n\t<li>Only send SMS marketing messages to customers who have explicitly opted-in<\/li>\r\n\t<li>Communicate customer-centric values (i.e. your wish list item is back in stock)<\/li>\r\n\t<li>Use primarily for time-sensitive transactional alerts (i.e. order shipped, credit card declined)<\/li>\r\n<\/ol>\r\n<h4>How should I be using personalization for re-engagement?<\/h4>\r\n<p>Keeping your brand top of mind is best accomplished with compelling content and deep personalization, synchronized across email, mobile and web channels. When engagement lags, a retention workflow can be triggered to entice lapsed customers to re-engage.\u00a0<\/p>\r\n<p>Most industry analysis reports that, over the last three years, customers have been voicing increasing demand for personalized messaging from brands they want to hear from. They don\u2019t simply want more email; they want more value-based messages that are thoughtfully (and consistently) personalized to the context of their needs, wants and priorities. If a customer doesn\u2019t perceive value in this email, then they don\u2019t have much reason to open subsequent messages.\u00a0\u00a0<\/p>\r\n<p>Here are a few tactics to improve content value and boost message performance:<\/p>\r\n<ul>\r\n\t<li>Test different personalization levers (product category, brand, price points, geo, gender, generation, loyalty, recency, history, etc.)<\/li>\r\n\t<li>Test different personalization elements (product, copy, headers\/banners\/heroes, imagery, CTAs, etc.)<\/li>\r\n\t<li>Add value beyond CTAs (editorial, give-backs\/aways, \u201ccommunity\u201d content)<\/li>\r\n\t<li>Make messages interactive (polling, animated GIFs, forms, etc.)<\/li>\r\n<\/ul>\r\n<h4>Is the effort of personalization really worth the ROI?<\/h4>\r\n<p>It may help to reframe your definition of \u201creturn\u201d in \u201creturn on investment.\u201d Personalization is not a performance tactic whose value should be measured campaign-by-campaign, but a table-stakes customer expectation that is critical to both engagement and retention, and forms the basis of brand-customer relationships.\u00a0\u00a0<\/p>\r\n<p>The value of consistent and meaningful personalization pays off sustainably over time and dividends are more appropriately measured in LTV (or more specifically, LTV vs. CAC).\u00a0 I would suggest putting \u201cpersonalization\u201d in terms of customers\u2019 individual intrinsic motivations\u2014the WHY behind why they want to connect with your brand.\u00a0<\/p>\r\n<p>These motivations reflect how your business fits into their lives, how it makes them feel, and how it empowers them to live their values. Using these factors, you can feature the same item to different people and personalize the value in ways that contextually resonate with each individual. This will allow you to leverage pragmatic personalization that is both efficient and effective.<\/p>\r\n<h3>Get Our Personalization Playbook<\/h3>\r\n<p>Now that Garin has provided a foundation of how to personalize across the customer lifecycle, download our full <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a> to learn all about the data and tools you need to build an advanced personalization technology stack and level up your cross-channel marketing campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Ask an Iterator: Garin Hobbs on Personalization","post_excerpt":"In our latest installment of \u201cAsk an Iterator,\u201d we ask market insights expert Garin Hobbs to answer popular FAQs on personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-garin-hobbs-on-personalization","to_ping":"","pinged":"","post_modified":"2021-02-02 20:02:50","post_modified_gmt":"2021-02-03 04:02:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11961","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 28, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":148,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Garin Hobbs, Principal PMM, Market Insights at Iterable\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-garin-hobbs-on-personalization\/"},{"ID":11956,"post_author":"7","post_date":"2021-01-27 07:35:14","post_date_gmt":"2021-01-27 15:35:14","post_content":"<p>Artificial Intelligence (AI) is arguably the most talked about\u2014yet most misunderstood\u2014technologies in digital marketing. From machine learning, to neural networ